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• W48183863 abstract "King Toys Co (KT) is a middle size private owned enterprise that wasestablished in 1989 with the acquiring of facilities in Athens. The company ismerchandising over 3000 different products in toys area per year and it isranked as relative one of the ‘Middle-size Wholesalers in Greece’. Morespecifically, King’s toys main domain is to import and merchandise selectedtoys from factories mainly in China (also it imports products from Italy, Turkeyand Germany). The sales team comes then and it promotes all of the productsto costumers mainly in Greece in wholesalers and final retailers.The purpose of this report is to examine the potential improvements that KingToys should implement in order to achieve higher results in its sales forceperformance, as well as to explore how these improvements should beimplemented. For that reason the author firstly conducted a research in theacademic literature of sales force improvement and secondly carried out ananalysis of the present state of the company, including internal and externalenvironmental analysis.In the academic literature of sales fore improvement, some very interestingpoints are highlighted such as: a) the importance of training and consultancy,b) the importance of collaboration between sales and marketing departments,3Improving sales performancec) the value of an effective reward system, d) companies should focus on longterm relationships as well as e) on profitability and not in volume.After the analysis of the external and internal environment of the company, itwas found that King toys is a middle size company, which illustrated a salesgrowth rate of 37 % between 2001 and 2007 (in 2008 sales declined). A greatadvantage for the firm is the good working climate and the excellent workingrelations between the personnel. On the other hand, it was indicated that Kingtoys strategy focuses mainly on volume and not on profits. In addition the staffof the company is characterized by weak educational background, as well aslack of training. Moreover, the firm has not an established marketingdepartment. Finally, external analysis identified two interesting points: 1) GDPgrowth, consumption and birth rate in Greece are declining; b) customershave shifted away from traditional toys to electronic games and computers.In relevance to what was found in the analysis of the environment of the firm,five points for improvement were suggested. In more details, suggestions forimprovement include: 1) Establishment of a marketing department, 2) Focusin new product categories such as electrical and high tech games, 3)Improvement in the recruitment system, 4) Launch of Seminars and trainingsessions, and 5) Focus on profit and long term relationships with customers.Those are key point that could drive KT to sales growth." @default.
• W48183863 created "2016-06-24" @default.
• W48183863 creator A5023886382 @default.
• W48183863 date "2010-01-01" @default.
• W48183863 modified "2023-09-27" @default.
• W48183863 title "Improving the sales force performance at King Toys" @default.
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