Analyzing Mitsubishis Diamond Star Club
Sales employees are tactically steered and motivated by incentives in addition to their stipulated pay. Many companies use for example bonus systems as well as “club affiliations” to push their salespeople to higher performance.
Mitsubishi Motors Germany also uses such an incentive program – the “Diamond Star Club”. How this motivates the car salesmen in their work and how intensively it is used was examined over the past months by four students of the European Management School (EMS).
As part of their Business Project, an integral part of the curriculum, the undergraduate students analyzed Mitsubishi’s incentive system to identify how the Sales Team’s motivation and sales performance can be positively impacted. They were led by the consulting firm Fuel 4 Marketing, who initiated the contact with Mitsubishi and carried out the project in cooperation with the EMS.
During the project, the International Business students focused on a comprehensive target group analysis as well as an analysis of the Sales Club members and their use of the “Diamond Star Club”. Methodically, they used an online survey program, through which they were able to evaluate the data of more than 210 car salespeople. Under the guidance of Prof. Dr. Alexander Westenbaum, Academic Director of the EMS, the students carried out an analysis of sales incentives and their use by car salesmen. In a comprehensive presentation, students presented their findings of the 10-week project to head business leaders. The recommendations for action that the students derived from their gathered data as well as various theoretical models were of particular interest.
The practice-oriented Bachelor’s program at the European Management School offers students the opportunity to analyze and solve economic issues in the context of a company by means of various case studies completed from the third semester onwards. In the following semester, they use the knowledge acquired thus far and apply it to a Business Project. These projects are completed in direct cooperation with a company to which the students then present their final results. This fruitful cooperation creates valuable business contacts for the students, who are often offered an internship, a student job opportunity or even direct employment after their studies. During the last semester of the Bachelor program, the gained practical experience is applied and tested in a Business Simulation Game, a comprehensive simulation game at all levels of a company. The EMS is pleased about the successful Business Project and thanks Mitsubishi Motors Germany and Fuel 4 Marketing for the constructive cooperation and support.