Key account management model of multinational fast moving consumer goods company by the example of full cream milk powder

• Main Authors: Shih-Cheng Chang, 張士騁
• Other Authors: Ying-Cheng Hung
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/56640492933411061901

碩士 === 淡江大學 === 企業管理學系碩士在職專班 === 95 === Most consumers go for hypermarkets and markets for fast-moving-consumer-goods（FMCG）shopping, which make these hypermarkets’ and supermarkets’ key account management(KAM) models for FMCG companies nowadays. However, whether every FMCG company adopts the same KAM model, if yes, is this similar model leading to similar results? With the increasing importance of KAM in Taiwanese retailing markets, this will be a very interesting area to study. In this study, full cream milk powder will be used as the core category to explore. Key objectives are to understand in a specific given promotion period, 1.how different KAM models work when involve different objective and strategies setting; and 2. how different KAM models lead to different results across accounts. The research methodology involve two stages: 1. relevant literatures review to understand elements of KAM and come out research structure, and 2. questionnaire designing for the in-depth interviewees like key account managers, full cream buyers of some selective key accounts. Totally invited five key persons to complete this questionnaire. The main finding is that KAM model is the critical essence of performance for FMCG companies to deliver target sales and more importantly, profit. One of proposition that is promotion activity. We found out promotion activity type if can fit key account theme will be key success factor. Clarity of objective setting and strategies to deploy are key success factors to win with key account management model in current retailing markets.