Recommendations to Change Sales Strategy of the Electrotechnical Company on the Example of ООО "Innovation"

<p>The OOO &quot;Innovation&quot; company is a large, international manufacturer of high-tech accessories of elements which are used by hardware manufacturers worldwide.</p><p>In this work author carries out the analysis of ways OOO &quot;Innovation&quot; manages its sales channels in four market segments.</p><p>Current situation can be described as follows:</p><p>&bull; In sales channels there are the processes hindering achievement of planned profit indicators</p><p>&bull; The high-tech elements having advantages over competitors, have problems with implementation on the market</p><p>&bull; The amount of installed base of the equipment has a great impact on the purchase decision of main market players</p><p>&bull; There are contradictions and misunderstanding between the participants influencing the sales channel.</p><p align="center"><strong>Objectives</strong></p><p>The purpose of this paper is to develop recommendations to change sales strategy and to create an influence on sales channels to eliminate problems and increases company&rsquo;s sales.</p><p align="center"><strong>Research tasks</strong></p><p>The tasks of the paper are to study the existing principles of a company&rsquo;s performance and to create ways to influence the market players, which will allow to reach the strategy targets.</p><p align="center"><strong>Object</strong></p><p>Object of the analysis - sales channels of the researched region, market.</p><p align="center"><strong>Subject</strong></p><p>Subject of the analysis are the influence methods on sales channels which will increase company presence on the market.</p><p align="center"><strong>Problem of research</strong></p><p>Problem of the research is uncertainty in achievement of the objectives defined in vision 2018 as current methods of work are leading to the opposite effect - loss of a market share.</p><p align="center"><strong>Research questions</strong></p><p>1. How to carry out the market analysis?</p><p>2. How do the sales channels of the researched region look like?</p><p>3. What communication strategy is used in a sales channel?</p><p>4. How participants of a sales channel make the decision on purchase?</p><p>5. What methods of stimulation are used in sales channels?</p><p>6. How to evaluate economic effect of strategy implementation?</p><p>&nbsp;</p><p align="center"><strong>Research methods</strong></p><p>In this research the following research methods will be used.</p><p>&bull; Observation</p><p>&bull; Desk researches</p><p>&bull; Analysis of company&rsquo;s documents</p><p>&bull; Synthesis</p><p>&bull; Induction</p><p>&bull; Deduction</p><p>For process descriptions occurring in sales channels a Push-Pull strategy concepts will be used, I.Adizes organization lifecycle model, Porter&#39;s value chain, models of sales channels according to Jean Jacques Lambin and Philip Kotler, models of purchase&nbsp; decision-making and the methods of market stimulation.</p>