A carregar...
Publicação
How can Aon Portugal optimize its sales strategy in the middle market? - Sales strategy
| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 1.75 MB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
The primary goal of this thesis is to help improve Aon’s positioning and customer acquisition
within Portugal’s middle market. The following study critically evaluates Aon’s current
definition of the “middle market” and identifies the frictions restraining their success in the
segment. By integrating insights from primary and secondary research, the thesis proposes a
marketing and sales strategy according to the middle market’s needs. The marketing strategy
offers insights into a revised segmentation, targeting and positioning, ensuring alignment with
the client needs. My individual part focuses on the sales strategy which encompasses a structured
framework, including a sales funnel, and practical recommendations on preferable sales
methods, to help Aon achieve its financial goals.
Descrição
Palavras-chave
Marketing strategy B2B marketing Middle market Sales strategy Sales funnel Positioning Brand equity Aon Portugal