Development of effective marketing strategies for a housing equipment company based on analysis of sales data and sales personnel

Kakunoshin Nishiyama, Yuya Nakata, Ushio Sumita, Takaki Hayashi, Masahiro Okada

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

A housing equipment company under consideration has a variety of products such as sash windows, bath modules, toilets, and bathroom sinks. The company also provides construction and maintenance services through a network of partner building companies. It typically takes a few months to establish an order since the initial contact to a client and another few months before the construction for the order actually takes place. Because of this, the company often suffers from losing orders. One client may buy only one product or a combination of products at a time. Since sales channels for different products are not necessarily the same, multiple sales persons from different sales offices may approach the same client without realizing it. In order to eliminate such unnecessary complications, it is important to develop effective marketing strategies for coordinating sales personnel better. The purpose of this paper is to achieve this goal by analyzing sales data and sales personnel. More specifically, by identifying the characteristics of profitable clients and those of clients who are likely to cancel orders, we provide a basis to establish recommendation rules concerning how combinations of products might be sold to one client and how sales personnel should be assigned to that client.

Original languageEnglish
Title of host publication6th International Conference on Industrial Engineering and Operations Management in Kuala Lumpur, IEOM 2016
PublisherIEOM Society
Pages511-524
Number of pages14
Volume8-10 March 2016
ISBN (Print)9780985549749
Publication statusPublished - 2016
Event6th International Conference on Industrial Engineering and Operations Management in Kuala Lumpur, IEOM 2016 - Kuala Lumpur, Malaysia
Duration: 2016 Mar 82016 Mar 10

Other

Other6th International Conference on Industrial Engineering and Operations Management in Kuala Lumpur, IEOM 2016
CountryMalaysia
CityKuala Lumpur
Period16/3/816/3/10

Keywords

  • Characteristics of clients
  • Combination of products
  • Marketing strategy
  • Sales data
  • Statistical analysis

ASJC Scopus subject areas

  • Strategy and Management
  • Management Science and Operations Research
  • Control and Systems Engineering
  • Industrial and Manufacturing Engineering

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  • Cite this

    Nishiyama, K., Nakata, Y., Sumita, U., Hayashi, T., & Okada, M. (2016). Development of effective marketing strategies for a housing equipment company based on analysis of sales data and sales personnel. In 6th International Conference on Industrial Engineering and Operations Management in Kuala Lumpur, IEOM 2016 (Vol. 8-10 March 2016, pp. 511-524). IEOM Society.