Samenvatting

This research is conducted for Fagerhult BV, a lighting firm active in the Dutch market for 40 years. The company is sales-intensive and faces difficulties finding the appropriate strategy in sales in terms of effectiveness and efficiency. The management does not have a clear view of how and where it is going. Therefore, the objective of this report is to conduct research on this manner and support Fagerhult with recommendations. The main research question is: "How should Fagerhult BV improve its sales approach in terms of efficiency and effectiveness in order to achieve higher organic growth in the Netherlands?"