Sales Plan FedEx Office in Kingston - Case Study Example

SALES PLAN FEDEX OFFICE IN KINGSTON NAME OF INSTITUTION Introduction The sales plan will focus on a new office in Kingston it will be based on the market opportunity and also the tactics and other forms the company will be able to achieve their targets and expand their market share. Market Opportunity The market opportunity in Kingston belongs to different businesses organization. What makes Kingston a wonderful place to invest for Fedex is the different Diaspora people that are in town.It is this reason that I find that Kingston will be enable to bring in customers from the business to business and also from the business to consumers. It is also important to note that Business thrive where competition is real and this is important for Fedex to expand. There are different business to process and also this will help the business in understanding the opportunities for companies who are waiting to thrive. Sales Objectives Remember for any business to survive sales have to be met. It is important to divide the sales in a quarterly monthly. The first quarter Fedex is targeting to deliver 100000 parcels. The next 2nd quarter the target for this business should be 25% of the first quarter. The third quarter as it is during the summer season we anticipate a 75% increase and hope to maintain that during the festive season. Due to its new office our market share is at 3% and the best to try and finish the year at 30%.The main question is how to achieve this. It will be due to extensive marketing and proper segmentation in identifying different packages for it’s the customers. The second objective for this business is to ensure that sales representative create awareness for the new market as this will act as a strength on all areas. The core of the business will focus on both business to consumer and also business to business. The reason is because both fields are viable and achievable and with the right set up they will be able to gain more contact and also the company’s focus. Kingston being a city has different business that require destination of goods to different areas and the focus will not be one but to also consumers majorities who are tourists ready to enjoy the city. Kingston also proves to be an important segment in the Caribbean as it will act as a stopover for other nations such as the Bahamas and Guyana. Targets Segments In every competition clients have varying needs and it is for this reason that there has to be different parcels and delivery. The fast courier that is a bit expensive will target the business to business while the longer package will target the small business that are in no hurry for the goods and parcels. This includes the tourists. There will also be different orders for different days and events to help in administering incentives to all esteemed customers. Different mediums of advertising will be used to ensure that events and information are reached at the right moment. From billboards to media and social media the companies and other business will be advised on different incentives. This will enable free information and easy feedback to all esteemed customers and also will be a threat to consumers as they will have no time to match up with the competition. This is the initial step of the marketing strategy and includes putting the customers into various group as to have an opportunity to respond to common needs of the already grouped customers. With this the company is able to do its production geared towards satisfying the needs of a particular category of customers thus maximizing the profit as a result of concentrated sales. With careful examination of the various segments of the customers able to understand and know what each of the groups spend and at what time they make such expenses thus making timely stockings that maximize the trending customer situations. Market segmentation should always aim at making the business unit get better returns from the business in which it invests in and thus a number of issues should be given a critical look while doing the segmentation: Target customers As we said above we anticipate to deliver 100000 parcels we don’t count that target ambitious as there will be other business to target .the sales representative are ten in number and we believe everyone will target a thousand clients. This will bring in ten thousand due to the brand name of Fedex we anticipate that forty thousand will be received by business to business while the rest which is 50% will be managed using advertising and from our sponsors. It is important not to ignore the sponsors and the events to be held in Kingston as they will help us identify the niche market that is already existing with our clients (Senthil 2012). Making sales that aim at a particular segment tends to yield maximum profits to the company as the company will be able to choose on the most profit earning segment. The company can thus advertise the goods in stock for the group to make them informed of the availability of the stock using the most suitable advertising media. Care should be taken not to overspend on the advertisement of the stock. Tailoring the information and messages to each of the segments of the customers. The adverts made in a bid to inform the customers of the available stock should reach the intended customer in a way that the customer would feel the messages was intended for him. This is achievable by involving the targeted segment of customers in the advertisement. Starting off with the most profitable group of customers then adding adverts that attract more segments to increase the sales would prove effective and efficient. Prioritizations Each and every customer is important to us and we treat them equally but our sponsors and stakeholders come first therefore it will be a priority of what one brings on the table. Hotels and other Casino are very important in this Kingston market and it is important we treat them well and ensure they get what they deserve without a lot of hustles. Delivery of also important cargo such as hospitals and schools that are basic cannot be ignored and it is for this matter we need to ensure there is important customer excellence and etiquette to serve all (Tom Mike 2011). Customer targets It is good to ensure that customer service and open communication to employee and customer. Customer is always king to business this is because they bring in business and sales and sales bring cash flow which is the blood of any business. It is for this fact that customers inquire sure replied promptly and and information such as a parcel lost is handled with utmost privacy. By building trusts with clients it will mean that the business is building its brand and it is for this reason we need to identify strategies to also ensure that this will attract more to join by recruiting sponsors. Each sales representative will require close to sixty employees in any given month this will be to ensure that business is done smoothly and with utmost confidence. Various steps will be used by FEDEX to understand customer targeting Understanding the issues to tackle. The best way to identify the target market starts at identifying the needs and wants the company wants to satisfy which would then enable the company to know to whom the needs and wants belong. This enables the company to be very categorical on the group it’s addressing. Paint the customers’ picture. After identification of the problems the customers are facing, the company may now bring together customers sharing a number of things in common for example those from the same place to make the company start having the picture of the customers it is yet to attend to. Identifying which of the segments will gain from the offers in stock. From the knowledge of the group to enjoy offers of the firm, the cost of making the sales can then be estimated from a deep comprehension of the behavior of the group. Thinking about the customers. This involves establishing the right channels through which the customers will be informed of the availability of the stock. Picking on a medium that reaches all the customers everywhere is the most effective. Think of the target group based on gender, geographical location and even preferences and tastes. Geographical concentration Kingston being the first office there is no need to put up other offices so that we can minimize on the cost of rent and use for further promotional materials. it is for this fact that we will have to liase wth other hypermarkets to ensure other drop off points. This will work well as also the staff will be other agents dealing with collecting and distributing while we focus on market penetration. Due to our large network we can afford to get in lower marketing pricing. This will attract the lower targets as they depend more on saving cost rather on saving time for their deliveries. Sales visits Sales visits should occur daily but due to not bothering the clients will prepare a journey plan this is to ensure no sales representative visit the same client the same week. This will be followed by weekly reports to the sales supervisor where the whole team will hold a one monthly meeting with the sales managers where challenges,opportunities and threats in the business will be discussed. There is also no important and note to judge the number of visits for a client to make a sale but mostly o average we anticipate the client will make a purchase on the second visit. There is need to ensure we do not relent on the need to follow up on the dissatisfied clients to be able to understand what we are not doing correctly and what needs to be improved. Time intervals Time intervals for clients differ depending on the type of customer for example a business to business we will have to visit more frequently than a business to consumer who mostly is atourist or a one off client. Number of Representatives The number of sales representatives will be ten for the first year and each will be required to cover a minimum of 100 miles in a day this will ensure that the vans are properly serviced to reduce inconvenience among this parties. With 100 miles covered by each representative that will mean that in a day a 1000miles has been covered all over Kingston this is enough to go to all clients waiting to be served all the queries delivered .we anticipate the traffic can slow down but five motorbikes will be at their disposal at any time of the day. Training Sales is a very dynamic field and it needs a lot of complementariness from marketing, good customer service, honesty, cash handling and debt collection. It is for this reason that the will be online courses for the team every monthly and one weekly training every quarter. To ensure there are no gaps when one is training they will be rotation for the staff and also change is important in every department (Newman David 2013). There is also an important role in training the staff in communication and also how to settle disputes without involving third parties this is important to all and it is also to be conducted by our legal team as they have seen it all. Cost Of sales Representatives The sales representatives will not be equally paid as this depends on the negotiation skills and experience of the staff. It is thus important to note the maximum cap for the sales team is 50000 and the least is 30000.The total cost for the sales team is 500000 including 70000 for the Sales manager. Other modes of communication include advertising through print and also hiring social media executive teams to create awareness for the success and the product .This is not a thing that can be achieved overnight it will take day or even months to ensure success. Cost of advertising We anticipate the cost of advertising for print will amount to 300000k while the social medial will take 50000 and the digital media will take 150000.this is because a research conducted in Kingston shows they believe more in print than digital forum. The selling price for this task in Kingston will be the low skimming where we will be targeting the low income for the business to consumers. When sales and marketing come together in the Smarketing team i.e. sales and marketing team, the sales process becomes a very simplified task as the marketing team can have in-depth intelligence of the leads to enhance the sales process. Information and data c be passed from marketing to sales and from sales and marketing leads of the company is the most effective using marketing soft wares. Meanwhile in as much as sales and marketing are almost confused to be the same, it should always be understood that the two terms are different and only serve to be the two sides of the same coin. Each of the teams should thus understand its responsibility hence establishing its expectations and the goals it has for the organization (Marshall 2013). Differences between sales and marketing. Sales mainly focuses on now until the end of the quarter and not beyond that time period while marketing starts focus from the end of the quarter to further time i.e. time out of the quarter. Marketing is a demand generator generating the demand of commodities while sales fulfills the generated demands thus one needs not a marketing function where the generation of demand is required separately. Sales are a one-to-one persuasion process where the company aims at convincing each of the prospective customers. Marketing is a one-to-many persuasion in which attempts are made to attract the attention of the whole market. Marketing facilitates and creates the demand of the commodities of a firm with good marketers having the ability to be very good sales people. Sales crowns the whole deal and bring back to the firm money from the market thus often treated as coin-operated. Salesmen are hunters of customers, looking for any customer they may find. Marketing identifies the customers to be hunted, manufactures the commodities that could be used to satisfy the needs of those customers and then tells the salesmen where the customers can be found. Sales is all about sale as salespeople sell as the only task. Marketing is more than sales, managing the firms and forming the basis of any firm thus a firm can easily feel the impact of lack of marketers as compared to that of salespeople. Sales is relationship driven. Salespersons give weight to the behavior of the group of people to whom they are dealing with at a particular time. Marketing is focused on data Conclusion To achieve maximum profit from the market either via sales or marketing, it is crucial to Fedex to consider and put into practice the three marketing development strategies and this should be done taking care and considering which factors are to be considered. Sales and marketing form the two sides of the same coin and thus a company must consider having a sales and marketing team with the two teams constantly collaborating to ensure effective and smooth running of the firm and engagement of the customers. References Gunasekaran, Senthil. 2012. Sales and Marketing Optimization: Developing Competitive Value Propositions in Distribution. Illinois : Natl Assn Wholesale-Distr, 2012. Marshall, Perry. 2013. 80/20 Sales and Marketing: The Definitive Guide to Working Less and Making More. Chicago : Entrepreneur Press, 2013. Newman, David. 2013. Do It! Marketing: 77 Instant-Action Ideas to Boost Sales, Maximize Profits, and Crush Your Competition. Fort Worth : AMACOM Div American Mgmt Assn, 2013. Toit, Mike du. 2011. Fundamentals of Sales and Marketing. Cape Town : Juta, Limited, 2011. Read More