The Research Of C Company P Department For Motivation Improvement Of Sales Force

Over the past twenty years,China’s organic pigment market has developed rapidly.Today China has overtaken Europe and the United States to become the world’s largest producer and consumer of organic pigments,with annual output accounting for more than 70% of world market.Meanwhile,Chinese domestic organic pigment manufacturers have achieved 15% annual growth rate by technology improvement,expansion of scale and enhanced quality control.In 2016,the C Company’s sales turnover reaches 6 billion USD,and the number of employees is approximately 17,000.C company’s Management anticipate through research that Chinese fine chemicals chemistry will take over 45% of the world market,accounting for more than 60% growth share.C Company proposes a 2017-2022 China Strategy Roadmap,approaching from peripheral to the core,with an aim for their rapid Chinese business growth.The P Department is a very important business unit of C Company with 23% share.But their China business only takes about 10% of global share,and the growth rate has been lower than the market level in recent years.Currently,their market share is shrinking.Worse,their products are hardly differentiated,gross margin declined.Their front-end sales forces are less motivated,in need for a boost for performance improvement to achieve corporate targets.Firstly,this paper introduces the objective and purpose of this study,and elaborates its application in practices.Definition of incentives and its application in enterprises,Maslow’s Hierarchy of Needs,Hertz Berg’s DoubleFactors and McClelland’s Achievement Needs Theory,Victor H.Vroom’s Expectancy Theory and Adams’ s Equal Theory are introduced by phase.Next,C company’s overall business development status and 2017-2022 China Strategy Roadmap are illustrated in details,followed by an external overview of China whole organic pigment market status and future trends.Then,the paper deeper analyzes their sales team’s organizational structure,personnel and incentive measures(including salary structure,welfare,vacation and employee activities).On top of the surveys of employee engagement and satisfaction and employees interviews(including top management,HR,sales teams etc.),this paper reveals the potential incentive problems in sales team,with the application of the classical theory and holistic analysis.As conclusion,this research provides directions and practical measures in material incentives,career development,recognition,training and development,as well as corporate culture and team cooperation.Furthermore,the author team up with relevant colleagues to implement some pilot projects and achieve positive results.This pilot helps to roll out in a larger scale.Finally,this paper makes a short summary,points out the key innovations and its limits,and projects a prospectus of its implementation in the company.This study provides a motivation improvement solution to P department sales force.It also can provide reference to these traditional chemical enterprises(Especially for multi-county enterprises in China)for the improvement of sales staff motivation in the China’s New Normal environment.