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Title: Marine engines industry : a strategic sales approach for GGH
Authors: Han, Yuan
Keywords: DRNTU::Business::International business
Issue Date: 2004
Abstract: This dissertation provides a case application on sales strategy and management for a client, GGH, in New Zealand. It explores the issues and challenges that GGH is facing in the marine engine industry, and provides recommendations to GGH to elevate its growth. Although it was found that GGH has partnered and been backed up by a large, renowned manufacturer, XYZ, whose sales of marine engines increased by 56 percent from 1992 to 1995, GGH did not propel itself into a similar high-growth situation. There is a good growth potential for this market segment based on the environmental and industry scanning, but GGH lacks focus and a sales strategy to drive its growth and penetration of this segment. Based on the analysis of the GGH's current situation and the selected sales model, a comprehensive sales strategy is recommended and evaluated, with the purpose to assist GGH to improve its market share through a healthy sales penetration strategy.
Description: 47 p.
Rights: Nanyang Technological University
Fulltext Permission: restricted
Fulltext Availability: With Fulltext
Appears in Collections:NBS Theses

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