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Marketing Spend Effectiveness is a term used within the Daimler Corporation to indicate the effectiveness of the marketing measure in relation to of the cost incurred to carry out this measure. The Marketing Spend Effectiveness gives us an idea on which marketing measure is the most effective in attracting the customers to the products / the dealership.
The SWOT analysis is the process of analysing organisations and their environments based on their strengths, weaknesses, opportunities and threats. This includes the environmental analysis, the process of scanning the business environment for threats and opportunities, which is considered as external factors, and the organisational analysis, the process of analysing a firm's strengths and weaknesses as internal factors (Weihrich, 1982).
To complete a Doctorate while working full time in demanding jobs in business and in academic can only be successful with the support and encouragement of people around you.
I would like to acknowledge some of the people who have provided this support over the last few years.
Dr. Kokkinaki Angelica my consultant and Dr Papadima- Sofocleous Salomi my advisor provided me a massive amount of advice and encouragement and always gave comments and feedback in a very encouraging and helpful approach.
My employers Mercedes-Benz Cyprus and the University of Nicosia provided both the stimulus and resource to complete the doctorate programme and I would like to thank them for their support and environment during my studies.
The Daimler A.G our principal company added entrust to my research and its support was crucial in getting a high value and accuracy with the potential future implementation of this project other general distributors of Mercedes - Benz in other countries. In particular I would like to acknowledge the support of Mr Giuseppe Nugara, Sales Mercedes-Benz Passenger Cars & smart for Central Europe.
Finally, none of this would be possible without the support and understanding of my wife Maria and my family. The support of my family was crucial for my studies. The major issue is working and spending considerable amount of time for my doctorate studies, in addition to my full time job, and reducing the time I spend with my family. This become most noticeable when the writing up stage begins and it is clear that hours in front of a computer can only produce a few hundred words of progress'. I feel very lucky because I have the full support of my family regarding my doctorate studies.
The Doctorate in Professional Studies is an emotional and personal experience for my job and my private life. I will keep this reflecting journal for my rest of my life.
Thank you all
The project concentrates on the issues facing Mercedes Benz Cyprus developing and implementing an efficient and cost-effective conceptual framework for measuring and managing sales performance. As a concrete outcome of this research, a roadmap and a website for non technical business users will be developed, giving them the capability to apply the conceptual framework to measurable and manageable business activities.
The project provides evidence that indicates successful application of measuring and managing sales performance techniques through the use of reports, trainings, communication capabilities and presentation skills. It creates a new political and organisational challenge for the staff of the organisation which in its turn must learn to interact fast and effectively in order to achieve their targets.
The main topics that emerged from the research are defined in derived conceptual framework based on the comprehensive review and analysis of the different models and frameworks that can be found in performance measurement literature. Substance considers the external and internal influences impacting on a sales organisation and how management team and staff can offer an actively sought process to monitor business performance on an on-going basis and to generate recommendations for changes.
The research indicates that there is no single model or process for developing performance objectives and measures, nor is there a process that will guarantee good results. It has been essential to synthesise and extend the existing models and frameworks with the aim to produce the most suitable conceptual framework based on the size, kind, and available resources. Additional it is difficult to become a successful implementation of a sales performance measurement management system without connecting with a blended training activities based on the culture of continuous improvement with apply of personal professional development of the stakeholders supporting them to identify their weakness for improvement.
My target award is Doctorate in Professional Studies 'Development and Implementation Issues for Managing Sales Performance'.
Sales Performance is the basic term under which this project focuses. I propose to outline a general focus on performance with particular reference to automotive industry.
The project report will provide a dynamic, systematic and permanent conceptual framework on management and measurement of sales performance from the view of the business user for the Mercedes- Benz Cyprus. The final product will be a practical user-friendly document and a website, based on sound research, for non technical business users supporting them to measure and manage sales performance. It will provide practical and useful information with real business examples and arguments for measuring and managing sales performance. Furthermore, it will serve as a standard and quick reference for business users, monitoring and evaluating tools and methodologies that are critical in measuring and managing sales performance. The website will be an online learning support area for where you can find online material to support the subject of sales performance together with discussion areas.
It is also anticipated to use this programme as an opportunity to my continuous learning and development in the area of sales performance. My favourite motto from the Greek, Athenian statesman, lawgiver and poet Solon is the motivation for my continuous learning and development, 'I grow in learning as I grow in years' (Plutarch & Langhorne, 1857). As Kolb (1984) has documented, 'we seek to grow and develop because we must do so to survive - as individuals and as a world community'.
Coherence of the Programme
The bellow topics provide a rationale for the combination of modules and Recognitions and Accreditation of Learning (RAL) claims on the programme and how are argue for the coherence and viability of this proposed programme.
DPS 4520: Review of Learning
The module of the Review of Learning provided me with a summary and evaluation of my experiences and education to date, and an analysis of their relevance to my future learning and development. My education and work experiences have impacted my personal development, as I have gained a mixture of both academic teaching and hands, on business experience. Most of my experience comes from progressive roles that I have held with Mercedes - Benz. With Mercedes - Benz, I have been fortunate to have a career that has spanned multiple disciplines including Information Technology, Quality, Sales and Marketing. I present my learning in a chronological and thematic approach, with the following diagram Figure 1:0 to reflect on my learning, which shows my lifelong learning stages.
Figure 0:1 'Keep walking on the path of my Reflective Learning'
Starting from school and during my first university degree I have had special focus in Mathematics which helped me to develop my analytical and logical thinking for my doctorate project. My first-degree in Mechanical Engineering, as an Engineer, helped me understand how to bring together knowledge of previously solved problems and understand the current need to combine new solutions.
Following my first degree as a Mechanical Engineer I chose, and successfully applied, for a Master degree covering a range of subjects related to Business and Operational Research. The subjects of this Master Degree provided an excellent learning opportunity, and greatly broadened my knowledge and understanding of Business issues. It has had an important impact on my professional and academic development. As Neely (2002) states 'researchers with functional backgrounds as diverse as accounting, operations management, marketing, finance, economics, psychology, and sociology are all actively working in the field of performance measurement'.
The research project that I have undertaken for my Master dissertation studies was a Statistical Analysis of Labour Accident in Greece. Statistical Analysis can integrate with the business performance management. It helped me develop my Statistical Thinking. Statistical Thinking is the philosophy of learning and the action that builds the foundation for successful decision making in any process (Britz et.al, 2000). Additionally, my Master Dissertation gave me my first opportunity to develop an appropriate research strategy. It has provided me with the basic framework for my research approach to identify the research methods and data collection techniques which are required for my research project.
I have worked in engineering as Plant Manager for a year with one of the most important construction companies in Saudi Arabia and Cyprus. Living in Saudi Arabia strengthened my motivation to work in a hard environment and made me challenge my perception of the importance of simple things in our everyday life and work.
Furthermore, working in the desert alone with my team represented a new type of knowledge and a different way of learning for me. I learnt about personal influence and negotiation. Leading a team was an excellent learning opportunity for me, and one that was very different from my past ways of learning. I also gained specific skills including project management and managing contractors, as I was responsible for installing equipments at our sites.
Having decided to change my direction, I successfully applied to Mercedes - Benz Cyprus for the position of the After-sales Analyst. My education and training from DAIMLER A.G, a highly innovative company with a global presence, has enabled me to understand the practical application of theories, especially at the management level. With the need to improve the stock levels and control the transport cost of spare parts, I developed several information systems. Increasingly I became involved in data analysis