Analysis of Customer Portfolio and Customer Potential Value: The case of GMS Plastic Machinery

My Final Dissertation is based on my practical contact and observation of GMS Plastic Machinery which is the Indian counterpart of the joint Venture with the Italian company Gamma Meccanica SPA. The research analysis is divided into two parts, a theoretical analysis and the application of the theory to the practical case analysed. The first chapters of the thesis research are focused on the theoretical part of customer portfolio management, therefore on its history, how it has evolved over the years and the different theoretical perspectives. Following, there is a focus on the customer value, in particular, on what the value is for the customer and how the supplier creates value in the relationship with its customers. Concluding the theoretical analysis, with the study of the various models of customer portfolio management. The second part of my research analysis begins with the study of GMS Plastic Machinery. Starting with the study of the market in which the company operates, and then shifting the focus on the company's history, then, the birth of the joint venture with Gamma Meccanica, concluding with the analysis of the Corporate Strategy. The final chapters deal with the application of the theoretical part to the practical case. The analysis begins with the segmentation of GMS Plastic Machinery customers in order to identify the different types of buyers. The conclusion of the analysis deals with on which customer the company should invest more resources.