The Research Of Electrolux Key Account Management Strategy

The fierce competition in white appliance industry has driven the total market into demand-dominated market. Chain stores now become the most important and indispensible key accounts to white appliance manufactures due to their fast expansion,forming a management strategy that is focusing on key accounts is a guarantee for white appliance manufactures to a stable growth,This thesis takes Electrolux as a real case and analyzes how Electrolux key account management strategy formed, what’s the flaw and how to amend this flaw.There’re six parts of this thesis: the first part includes the study back ground, meaning, purpose and framework; the second part includes basic theory of key account management; the third part points out how Electrolux key account management strategy come into form and confirms its necessity, and gives a thorough analysis of current model and finds out the problem Electrolux facing; the forth part comes up with a solution to the current issues in Electrolux strategy; the fifth part points out key account management safeguards; the last part concludes the total thesis and outlook for future study.In summary, this thesis points out that Electrolux must establish a strategic relationship with key accounts and differentiate management as well as enhance the ability in retail sales so that key account management will be efficient. I do hope this thesis could widen the mindset in key account management and have some practical meaning as well.