Developing a sales strategy for the 'T-Mobile International' account in the Siemens Mobile Network business unit

This document deals with the development of a sales strategy for a key account customer conducting business across domestic boundaries. The idea of key account management and the geographic distinction of it as well as the process of strategic management in this context are discussed.
The focus lays on the adaptation of the strategic management process to the particularities of international key account management.
In the course of this paper it is illustrated how key account management, with the key account customer as the core element, affects the strategic management process by using it with focus on a single customer instead for a whole industry.
For the purpose of taking key account management on an international level, different levels of internationalisation are described and applied to the concept of key account management. As a result of this description the expanded concept of key account management to a global level – global account management – is presented.
After describing the essentials of strategy, key account management and strategic management, these elements are merged and the different underlying analytical concepts are presented. The main analytical concept is based on Michael E. Porter's 'competitive strategy' and the five competitive forces.
Following the description and the merging of the models, the theoretical framework is applied to the practical case of the 'T‑Mobile International' account at Siemens Mobile Networks. The practical case includes the analysis of the business relationship and leads to a final strategy.
Keywords:
Global account management
Key account management
Strategic management
Strategy development
Geographical distinction

Inhaltsverzeichnis

• Abstract
• Acknowledgement
• Introduction
• Theoretical Background
• Key Account Management
• Strategic Management
• Key Account Management in the Context of Strategic Management
• Adapting the Strategic Management Process
• Internationalization of Key Account Management
• Internationalization Levels of Key Account Management
• Global Account Management
• Practical Case: The T-Mobile Account
• Analysis of the Business Relationship
• Strategy for T-Mobile
• Conclusion

Zielsetzung und Themenschwerpunkte

This thesis aims to demonstrate how key account management, with a key account customer as the central element, influences the strategic management process by focusing on a single customer rather than applying it to an entire industry. The thesis explores the connection between key account management, strategic management, and internationalization, ultimately culminating in the development of a practical strategy for the T-Mobile account at Siemens Mobile Networks.

• The role of key account management in strategic management
• Adapting strategic management for international key account management
• The concept of global account management
• The application of key account management principles to a practical case study (T-Mobile)
• Development of a strategic approach for the T-Mobile account

Zusammenfassung der Kapitel

• Abstract: This chapter provides a brief overview of the thesis, highlighting the key concepts and the practical case study of the T-Mobile account.
• Acknowledgement: This section expresses gratitude to individuals and organizations who have contributed to the thesis.
• Introduction: This chapter introduces the topic of key account management and its application in the context of strategic management. It outlines the objectives and scope of the thesis.
• Theoretical Background: This chapter delves into the fundamental concepts of strategy, key account management, and strategic management, providing a theoretical foundation for the subsequent analysis.
• Key Account Management: This chapter focuses on the specific principles and practices of key account management, including its role in building and maintaining long-term customer relationships.
• Strategic Management: This chapter examines the broader framework of strategic management, exploring its components and how organizations develop and implement their strategies.
• Key Account Management in the Context of Strategic Management: This chapter analyzes the intersection between key account management and strategic management, illustrating how the former can be integrated into the latter.
• Adapting the Strategic Management Process: This chapter discusses the need to adapt the strategic management process to the specific requirements of key account management, particularly when focusing on a single customer.
• Internationalization of Key Account Management: This chapter examines the challenges and opportunities associated with expanding key account management to an international level.
• Internationalization Levels of Key Account Management: This chapter presents different levels of internationalization for key account management, providing a framework for understanding the complexities of managing accounts across borders.
• Global Account Management: This chapter introduces the concept of global account management, which involves managing key accounts on a global scale. It explores the strategies and practices necessary for successful global account management.
• Practical Case: The T-Mobile Account: This chapter introduces the real-world case study of the T-Mobile account at Siemens Mobile Networks. It provides context for the subsequent analysis and strategy development.
• Analysis of the Business Relationship: This chapter analyzes the existing business relationship between Siemens Mobile Networks and T-Mobile, identifying key strengths, weaknesses, opportunities, and threats.
• Strategy for T-Mobile: This chapter presents the final strategy developed for the T-Mobile account, taking into account the analysis of the business relationship and the theoretical frameworks discussed in previous chapters.

Schlüsselwörter

This thesis examines key account management, strategic management, and internationalization in the context of a global account management approach. The focus is on the practical application of these concepts in a business relationship between Siemens Mobile Networks and the T-Mobile account. The study emphasizes the importance of aligning key account management with overall strategic goals, adapting the strategic management process for international markets, and developing a comprehensive strategy for a global customer.

Details

• College: Cologne University of Applied Sciences
• Grade: 1,7
• Author: Daniel Weber (Author)
• Publication Year: 2006
• Pages: 126
• Catalog Number: V61931
• ISBN (eBook): 9783638552769
• Language: English
• Tags: Transforming T-Mobile International Siemens Mobile Network Sales Global Account Management Key Account Management Strategy