A Sales Management Improvement Program In Automobile Shop

This thesis was based on a 4S automobile shop. It analyzed and found what leaded to its poor earnings, and then brought out some improvement projects which were applied in sales management. This essay focused on KPI and established a feed back system which was based on it. Though practice, the author designed a set of solutions to improve sales achievementsThere are five chapters in this thesis.In chapter 1, it firstly introduced the background and the significance of the topic. Since August 1,2009.when the author worked as a general manager of the 4S shop, he applied his practice in both steel products sales and 4S shop management. Aiming at the 4S shop's characteristics, he accumulated some methods to enlarge sales scale and developed a profitable sales mode.In chapter 2, it introduced KPI's origin, contents, and characteristics of its appliance. This chapter is the theoretical component of the thesis.In chapter 3, according the 4s shop's current management situation, it disclosed four existing problems, such as sales beyond radius of service, lacking pricing mix, an unreasonable KPI feed back system. In the face of these disadvantages, it analyzed sales earnings which involved new car's profits, extra profits, rebate from the supplier. Then the solution to these four problems was found.Chapter 4 is a core element. In this chapter, it demonstrated how to improve the management of the 4s shop. It contains two aspects.Firstly, it indicated sales mix could create profits such as localizing sales, automobile financial service, decoration sales. It explained these three methods in details. Some examples of case could prove these methods were good for achievements.Secondly, by enforcing performance management, adjusting payment and evaluation methods, improving inner management, it established a feed back system based on KPI.This system has been put in use.In chapter 5, it introduced the evaluation of this system based on KPI. Actual sales information was the best proof to show the effect of this management design which was based on KPI.