Strategic sales management mix for a launched new product

Abstract

This article has orientation on identification of interrelated company factors influencing it sales management mix under applied means to develop sales force. The studies about formation of a company‘s sales force and strategic sales management mix are limited. Therefore, here are revised some theoretical concepts of strategic sales management mix formation and allowed to present experience choosing a way of carrying out an empirical research for identification new sales management arrangements to develop sale force. Highlights of a launched new product success could be evaluated by sales results of company regarding applied sales management mixes and achieved sales force. Empirical research with a base of integration of a new product into company’s sales and aproach how a new product with different innovativeness can contribute on company‘s sales force as a result. Empirical research algorithm of sales force formation in Lithuanian company JSC “Marijampoles pieno konservai” was linked with a launched new product – capsuled soft cheese for continental breakfasts for HoReCa net. Enlarged Atuahene-Gima’s model was applied for theoretical and empirical research as more perceptible method and served to form understanding, that under higher customers’ interests, a company can improve new product application success of sales management mixes for strengthening company’s sales force.