Case Study For Internal Control Improvement Of Sales Force Effectiveness(SFE) For Eli Lilly And Company

Sales Force Effectiveness (SFE), is currently one of the most popular and new sales force management system, which has been widely used in the multinational pharmaceutical industry. Sales force effectiveness (SFE) is based on customer management system (CRM) in the pharmaceutical industry. Study on the improvement of sales force effectiveness, can provide more effective sales tools and marketing methods, higher selling skills to increase customer's confidence in order to optimize sales of investment, expand sales revenue and increase profits in return.This thesis outlines the effectiveness of sales force control concept and related theory to explain Sales Force Effectiveness (SFE). The author found that there were four main elements in the SFE, which are target, frequency, message and marketing activities. The author also listed the popular application management tools of Sales Force Effectiveness (SFE), such as ETMS (Electronic Territory Management System), I-CALL and so on. Based on the case of Eli Lilly and Company's improvement of sales force effectiveness, the major problems of Eli Lilly and Company in Sales Force Effectiveness (SFE) is discussed and the detailed the process of improvement is studied. The main helpful result of SFE control improvements is the establishment of the Sales Force Effectiveness (SFE) processes. In real working days, the main parameters including call frequency more than 4, daily call frequency and so on have increased dramatically, besides the entire performance of Lilly China has also made 18% annual growth.Based on the overview of sales force effectiveness, the case of sales team construction in Eli Lilly and Company is studied and discussed. The purpose of this thesis is how to build the most appropriate model regarding sales force management, control, and improvement in foreign investment pharmaceutical enterprise in China according to Eli Lilly and Company management model. The conclusion of this thesis is foreign investment pharmaceutical enterprise may improve its efficiency and ensure business development with high speed according to apply SFE in sales force in China, which is a great help for the future work and research for the local pharmaceutical company.