Middle East and North Africa, saudi arabia, infrastructure projects, transportation, airport integration systems, IDRAC business school, Professional thesis, sales method, sales strategy, Automatique & Industrie Company, business decisions, airport, literature review, business, recommendations, competition, swot analysis, pestel analysis, brand image, methodology, system management, market study, economic policy, Project management, International development, Qualification, Complex sales, communication policy, Optimization, strategy, Adaptation, Entry modes
This subject comes from Automatique & Industrie Company, which is airport sytems integrator for ground, terminal and control tours. The airport market involves exportation of activities for systems integrators companies. The MENA region is full of potential markets. Overall, Saudi Arabia Kingdom, whose government invests in important infrastructure projects and transport.
Automatique & Industrie is currently involved in one of them as hydrant system integrator to supply kerosene to airplanes for the new terminal building of Jeddah airport. The company wishes to take advantage of this opportunity to increase its growth in Saudi Arabia.
However, export in this field of activity requires, most of the time, multiple representatives, inaccessible customers, long times of negotiations to conclude a contract, few clear visions of the project and difficulties with people from different cultures with different ways of working. These kinds of sales are complex.
Therefore, the issue is to find the right and efficient methods to develop processes in a complex environment (market and country) for French companies.
There is a need to understand how to manage the different steps of a complex sales process, the principal characteristics of the Kingdom of Saudi Arabia and how this country impacts the sales process of airport systems integrators.
Thanks to a study based on different literatures and around ten people interviewed that know complex sales and international developments in Saudi Arabia, a recommendation was possible to propose to airport systems integrators to succeed their development: improve project management, contact with leads, understandings of the market, entry into the market...
[...] Also any decline of oil revenues affects other industries. Saudi business environment needs improvement because of some social and political weaknesses. Inequalities, youth unemployment, limited institutional capacity, burdensome democracy, difficulties to access to bank credit for SMEs and "Saudization" of workforce, are hampering foreign investments, and make more complex business operations. So whilst government does efforts to modernize the kingdom and improve business climate, business potential is impeded and not entirely exploited. Even though, the country economy is still resistant so far to crisis. [...]
[...] Therefore they improve their value creation as well (Five proven strategies from the world's sales leader). Clientele is a difficult value to build up, develop and replace. Marketing identifies and analyzes the market needs to create an adapted offer to expectations (book: efficience commerciale). To add value, satisfy and make loyal the customer, innovation is also a key that should appear in the marketing plan. Raise interest and communicate All marketing analyses will lead to establish communication actions related with the results (brand image, differentiation points, customers' needs and expectations understood?). [...]
[...] Qui sont-ils, quel profils ? (Chez AI / types de sociétés et postes hors AI) ? Les banques ? Le bureau de contrôle pour le certificat d'exportation Intertek (bureau de contrôle) ? Le transitaire Acte international (logistique, douane) ? L'emballeur industriel Jef38 ? L'électricien en charge de la réalisation du projet Bonazza ? Le constructeur de matériel d'automatismes Phoenix ? Equipe de développement interne 3 développeurs expert ? Comité de pilotage interne PM+AD+FL+PC ? Les parties prenantes du projet. ? Notre client Almabani ? [...]
[...] In terms of complex sales, the reason could also be to optimize communication between several interlocutors and to be sure suppliers are working together with same goals. It reduces risks of mistakes or problems that could occur during the project because of misunderstandings. Partners can work with an active approach to corporate learning, in collaboration and have access to the necessary corporate resources which is appreciated by customers. "Informed partnering and collaborative behaviors lead to successful outcomes". This sale involved stability and long-term engagement from suppliers. [...]
[...] Generate qualified leads To generate leads, the company's strategy has to match with the customer's strategy. Another important point is that sales and marketing should work in collaboration. "Lead generation for the complex sales" book insists on that point: collaboration and teamwork are keys. However, in complex sales processes, companies cannot afford to focus on unqualified leads (waste of time and money). It is not reasonable to engage investments and waste resources for a prospect with which chances of success are hypothetic (efficience commerciale en BtoB). [...]
APA Style reference
For your bibliographyOnline reading
with our online readerContent validated
by our reading committee
