Download Document

[INSERT NAME]
KEY ACCOUNT PROFILE
[INSERT PERIOD]
Overview
[INSERT NAME] is a Key account for the following
reasons:
Industry Analysis - Competitors
•
Rivalry
•
Competitors
Industry Analysis - PESTLE
PESTLE
Political
Economic
Social
Technological
Legal
Environmental
Change/effect
Business Analysis - strategy
•
Vision
•
Mission
•
Values
•
Goals
•
Objectives
Business Analysis - Products
Products -
•
Brands and products
•
Target market
•
Market Position
•
Product life cycle
Business Analysis – Marketing Activity
Refer Marketing
Other Media Activity
•
Sponsorship
•
Alliances
Competitive Advantage
Cost Advantage
•Variable costs
Marketing expenses
Operating expenses
Transaction cost
Marketing Advantage
•Distribution
Sales effort
Brand awareness
Differentiation
Advantage
•Product differentiation
Customer experience
Brand reputation
Relative price
Advantages
Disadvantages
Key Relationships - Buying decision process
Buying Decision Process
Need or problem awareness
Information search
Evaluation of alternatives
Purchase
Post purchase evaluation
Who is this person?
When do you need to make
contact?
Key Relationships - Contact points
CUSTOMER CONTACT POINTS
CUSTOMER
DiSC
Profile
Key
Account
Manager
Legend: Blank = no relationship; X = poor; XX = neutral; XXX = good; XXXX = V. good; XXXXX = excellent
DMU – Shaded Contacts
SWOT Analysis
Client
Strengths
Weaknesses
Opportunities
Threats
Weight
1-5
US
Weight
1-5