Sales Planning and Operations - Assignment Example

Sales Planning and Operations Table of Contents Task 3 Explain How Personal Selling At Enviro-Cars Ltd Supports Other Promotional Activities 3 2. Compare Buyer Behaviour and the Decision Making Process in Different Situations with Special Reference to Enviro-Cars Ltd 5 3. Analyse the Role of the Sales Teams in the Overall Marketing Strategy for the Enviro-Cars Ltd. 6 Task 3 9 1. Explain How Sales Strategies Are Developed In Line With Corporate Objectives? 9 2. Explain the Role of an Organization’s Recruitment and Selection Procedure. 10 3. Evaluate The Role Of Motivation, Remuneration And Training In Sales Management. 12 4. Explain How Sales Management Organise Sales Activity and Control Sales Output 13 5. Explain the Use of Databases in Effective Sales Management 14 Task 4 16 1. Develop a Sales Plan for Any ONE Category of New-Look’s Core Product-Line 16 2. Investigate Opportunities for Selling Internationally Into Any One Emerging Market 17 3. Investigate Opportunities for Using Exhibitions/Trade-Fairs 19 References 21 Task 1 1. Explain How Personal Selling At Enviro-Cars Ltd Supports Other Promotional Activities Jack and Thomas are partners, running an electric-cars dealership successfully in England. Along with showroom and workshop, they also have a garage for maintenance and providing vehicles of customers. Through partnership, they have expanded business in several countries of England. In the present context, Enviro-Cars Ltd is facing issues due to the decrease in the sales unit. The reason has identified is lack of experienced sales persons and recession. Various experienced sales persons have left the company and due to inexperienced sales person Jack and Thomas face certain problem in selling of new and old cars. It is vital for the Enviro-Cars Ltd to enhance personal selling activities and enhance promotional aspects for better revenue (Saylor Org, 2015). Personal selling means a promotional methods or face to face selling in which seller through their abilities as well as skills influence buyers and build a strong relationship. Promotional activities mean advertising through which awareness of customers relating to products and brands can be increased for better sales growth. In order to increase the sales of Enviro- Cars Ltd. sales person should advertise and increase public relation for selling of products of the company. Building a positive relation with customers is a part of personal selling, which helps in influencing the sales to a considerable extent. Sales persons through their experience and enthusiasm can influence customers regarding purchase of products through their attitude, knowledge about products, self-confidence and appearance among others (Saylor Org, 2015). The major goal of sellers is to increase the sales of product in front of customers and motivates them to buy the products. The company can increase their sales through the B2B (Business 2 Business) and B2C (Business 2 Consumer) s process in order to gain revenue. B2B (Business 2 Business) is a business transaction with the wholesaler and retailer. This form of sales helps company to gain better sales market and position. Through B2B transactions, owners of Enviro-Cars Ltd. can tie up with other developed business for raising their sale and the improve business profitability (CIM, 2009).Through B2C, process, company directly deals with consumer for selling products. In B2C business process, sales persons play a major role for encouraging consumers about products. Through personal selling, the company can increase the promotion of products and increase the public relation in the market. Public relation is vital for the sustainability of business in the long run. Advertising is one of the major factors for personal selling and promotion of products. Through advertising customers can gain knowledge about new products and features of the new products. Therefore, Enviro-Cars Ltd can focus on advertising as a part of promotional mix for increasing the sale of innovative ideas of salespersons to improve working environment (CIM, 2009). It is evident that personal selling is effective in increasing the sales and help in the growth of the company to provide good and eco-friendly environment along with the incentive program to motivate sellers to perform well. If the sellers are not experienced then the owners of the company should provide training program to employees about products, how to deal with customers, how to increase the public relation and meet the organizational goals. By obtaining knowledge, the sale persons can improve their skills and improve confidence level. Knowledge about the concept of marketing and innovative idea sellers or salespersons can influence customers to purchase products. Salesperson should maintain good and healthy relationship with customers to increase sales. As a part of personal selling and promotional support in order to increase the sales of cars company is offering finance facilities. Good relation is the key for the enhancement in personal selling for the company (CIM, 2009). 2. Compare Buyer Behaviour and the Decision Making Process in Different Situations with Special Reference to Enviro-Cars Ltd Buyer behaviour is the component of management theory, which is used to evaluate the purchasing practices of individuals. Success of the organisation depends on the behaviour of customers and the economic conditions prevailing. The evaluation related to purchasing practices involves in the assessment of perception and desire of customers, decision-making and satisfaction level. Individual needs and group behaviour are the factors that affect the sales of the company and affect its sustainability. Buying behaviour of people changes with trends and situations thus affects the sales of companies. Buying behaviour influences the decision-making attitude. In this context, due to the recession the sales of company decreased considerable as the behaviour of people changed regarding purchasing vehicles (Tan, 2002). Decision making process can be defined as the rational process through which consumers take the final decision about purchasing of products. It is also called as buying behaviour. The buyer behaviour and the decision making process of customers can be different based on varied situation. In the recession time, owners and sellers should focus on introducing new affordable car based on the demand of customers and the condition of the market. During recession, the new and good designer affordable car can change the behaviour of buyer and can influence them to make the final decision to purchase products (Tan, 2002).Customers also want good quality and designer car at an affordable price. The Enviro- Cars deal with old car along with new cars. Therefore, customers who cannot afford new car they make decision to purchase the old cars based on the quality of products along with price. Today consumers are proactive to make decision related to purchase of product. Today customers make positive decision based on the brand name, quality and price of the products because they believe that qualities of brand products are good (Tan, 2002). Providing finance facility for customers can influence the customers to make a positive purchasing decision in any given situation. In context to the scenario, owners of the company have workshop, showroom and garage for maintenance and servicing of the vehicles. If any additional benefits are involved in buying product then buyer behaviour can be changed based on the benefits, which are involved in it (Peppard & Butler, 1998). Therefore, owners should provide extra benefits to customers for the purchase of product to enhance sales and influence positive decision. If the situations are positive then the buyer behaviour related to the decision can also be positive. If the situations are, negative companies can provide better offers and sales satisfaction to influence decision-making. The sales persons first should recognize the perception and satisfaction level of the customers and then influence them to make right decision (Peppard & Butler, 1998). 3. Analyse the Role of the Sales Teams in the Overall Marketing Strategy for the Enviro-Cars Ltd. Sales teams play various significant roles in the overall marketing strategy for the Enviro-Cars Ltd. Sales teams play the vital role in encouraging customers to purchase the products and increase the sales of the products. Marketing strategy can be defined as the effective plan to increase sales of the company and attain the organizational goals to gain competitive advantage. The sales team of Enviro-Cars Ltd. first need to identify the demands of customers and market and then develop a plan for selling products successfully. The sales teams also should understand the perception of customers about the products (Campbell, 2003). Sales teams should have good appearance, skills and ability to influence customers. Sales teams also should have the knowledge about the products for better marketing of the products along with have good convincing power. Without proper knowledge about the product, it is not possible for the sales teams to encourage customers for purchasing the products and increase the sales. Sales team play crucial role as stated, as they are the one who promote the products and attract customers towards the products in order to increase the sales. Sales teams are responsible in influencing the buying behaviour of people for purchasing vehicles by fixing affordable price of products and sell more products in the market (Campbell, 2003). The sales teams increase the distribution channel and spread the business to increase the sales and achieve the competitive advantage. Today customers are more advanced and they prefer online shopping more irrespective of other aspects. Therefore, Sales teams should provide online shopping facility for the customers in the overall marketing strategy for Enviro- Cars Ltd along with after sales service. The major strategy in the overall marketing strategy is advertising through which the selling of the products can be increased. The sales teams should maintain a good relationship and collaboration with existing customers to increase number of customers in the markets and provide the best services to them. To satisfy the demands of the international customers the sales teams provide good quality of products by implementing advanced technology (Yip & Madsen, 1996). The sales teams of Enviro-Cars Ltd. also spread the business globally or internationally to attract more customers and increase sales of the products. The sales team also increases number of advertising agencies for the promotion of products. The sales teams also maintain a good relationship with the advertising agencies and distribution channels for the promotion of products in other countries. Sales teams also should gather information about customer’s needs and preferences to meet the mentioned requirements for better sales. Information about customers can be helpful for the sales teams to produce the product and selling the products. It is one of the major responsibilities for the sales teams of Enviro-Cars Ltd. to collect the information customers and strategies marketing plans for better dealership offers (Yip & Madsen, 1996). Task 3 1. Explain How Sales Strategies Are Developed In Line With Corporate Objectives? Corporate objectives generally refer to the realistic and well-defined goals being formulated by the company, which highly influences strategic decisions of the organization. It is very essential that corporate objectives should be achieved within an anticipated time frame. Corporate objectives are therefore measurable goals and outcomes set by various individuals of a company are intended to be achieved by the company. It is generally found in an organization that there exists overlapping as well as confusion between objectives, goals and terms of the company. This can be solved easily only if the company treats the objectives as quantifiable targets and statement of intents (Gilmore Lewis, 2006). However, sales strategy refer to planning made by individuals or business establishments regarding the way of selling products and services that would lead to an increased profit for the company. Selling strategies are generally formulated by the management of a company along with the opinion from the sales, advertising and marketing manager of the company. The main objective of implementing an effective sales strategy is to improve customer loyalty that would lead to an increased profitability and growth for the company through improved sales. Corporate objectives are however considered as the foundation of sales strategy (Gilmore Lewis, 2006). In context to the given case scenario, it would be beneficial for the company to implement an effective sales model, which is best supportive with the corporate objectives of the Plastic Products Limited. The growth in the fast food sector has encouraged company to produce disposable eating utensils for the catering industry thus high growth of supermarkets provided opportunity for the company to sell consumer packs through these supermarkets. Therefore, for the expansion of its retail outlets it is necessary to recruit two additional regional heads. However, the sales manager is in favor to recruit the personnel who is experienced in FMCG sector but the general manager is in favor of recruit employees who are experienced in plastic manufacturing industry. Thus, it is necessary for the company to implement the most effective sales strategy that is compatible with the corporate objectives of Plastic Products Ltd. 2. Explain the Role of an Organization’s Recruitment and Selection Procedure. For the success of any organization, it is very essential to recruit and select the most appropriate employee who are well suited with the job profile and can led company to its ultimate success. In this challenging environment, it has become inherently necessary for the company to possess an effective human resource management who can manage effectively various aspects of the organization along with employing the most appropriate personnel who can comply with the organizational goals and objectives. However, Recruitment and Selection are different from each other but they are simultaneous process. Recruitment is generally the process of identifying the job requirements in an organization and hires the most suitable candidate who is eligible for the job position. The recruitment process includes identification of job vacancy in an organization, preparing job description and attracting candidates for the employment. It is thus the process of identifying and attracting eligible candidates for the job. Whereas, selection is the process of evaluating and interviewing the most eligible candidates suitable for the job based on certain organizational criteria. T he organizational requirements are matched with the experiences, skills and qualification of the candidate in order to make the selection procedure more effective (French & Rumbles, 2010). It is very essential for a company to recruit and select the candidate whose skills and qualifications are highly matching with the job profile that would lead to the success of the organization. Selection of the most eligible candidate for the job will help in delivering better quality performance and risk of absenteeism and employee turnover will reduce. The screening stage of the selection procedure is very essential because it involves the analysis of various psychological and other characteristics of the candidate on the basis of which he/she will be selected. If screening is not done properly, there might be high chance that wrong candidate is selected and thus hamper the performance of the company ineligibility of the employee for the particular job position (Maloney, 2002). However, in context to the case scenario of Plastic Products Ltd, it is also essential for the company to implement an effective recruitment and selection process that would help in recruiting the most effective employee for the company. As the company is planning to expand its sales outlet, there is a requirement to recruit additional two regional representatives who will be in charge of those stores. There is a contradictory opinion from the general manager and the sales manager regarding selection of employee for the required job position. The sales manager opines that the candidate should have experience in selling ‘Fast Moving Consumer Goods’ but according to the general manager the candidate should have experience in the plastic industry. However, it would serve beneficial for the company if the candidates are being recruited having experience in plastic industry because the products that will be sold in those stores are plastic products. These people will have better experience with the properties, supply and production of plastic products and thus they can work more effectively in comparison to the candidates having experience in FMCG sectors. This will help the company to gain its market and enhance profitability. 3. Evaluate The Role Of Motivation, Remuneration And Training In Sales Management. Motivation, remuneration and training play a major role in determining the performance of sales management. Motivation plays a most influential role on the sales personnel or the sales supervisor in boosting the performance that would lead to a higher volume of sales thereby helps the company in earning more profit. Sales are really a very tough job and rejection is a common factor in sales that hampers the performance of the sales personnel. Sales are basically based on incentive and thus higher the volume of sales, the higher incentive will be gained by the sales personnel. Rejection from customer highly discourages the sales personnel to perform their task effectively. Moreover, psychological factors or monetary factors such as lower incentives are a major reason that affects their performance. Therefore, it is essential for the sales manager of a company to motivate the team members and individual sales personnel in order to encourage them to carry out their work sincerely that would contribute to the organizational performance. Moreover, the sales personnel may himself also try to gain motivation through feeling his mind with encouraging and positive thoughts and reading motivational material (Rynes, & et. al., 2004). Similarly, remuneration also plays a major role in sales management that influences the performance of the sales manager and sales personnel. Remuneration refers to the salary or compensation packages being provided to the employees for the services being rendered by them for the company. Remuneration acts as a motivational factor for the employees on the basis of which the performance depends. It has to be kept in mind that employees should be provided with remuneration that would satisfy them and motivate to perform work effectively. In sales management, there should be the provision of an additional remuneration if the target is achieved that would motivate employee to perform better. This would help employees in serving better customers and generate profitability (Andrea & Hennessey, 2014). However, training also serves as an important factor that influences performance of the sales personnel. Training generally refer to acquiring of skills and knowledge through practical and vocational training related with the specific job. It would act as a key apprenticeship for performing effective sales by the personnel. It is therefore necessary for the sales manager to provide effective training sessions for the sales personnel that would provide them knowledge and skills for their professional development in order to perform their tasks effectively. Moreover, proper training would also enhance the level of skills and motivation and thereby create higher job satisfaction, which is beneficial for the organizational performance (Andrea & Hennessey, 2014). 4. Explain How Sales Management Organise Sales Activity and Control Sales Output Sales management is a business study, which focuses on the sales operation of an organization. It is one of the essential businesses functions through which profit of the business can be increased. Sales managers play most vital and strategic role to increase the profitability of the business by increasing the sales of products and regulating the sales output. Sales managers should have knowledge about modern improvements through which they can improve the sales techniques (Jobber & et. al., 2011). Sales management is mainly involved in the planning, implementation as well as controlling the sales output or sales program along with recruiting, encouraging and training the sales teams. There are certain roles of sales management through which the sale management of Plastics Products Ltd. can organize its sales activity and regulate the sales output for better profitability. The roles can be setting the objectives of sales teams, to plan and organize the program to attain the goals of sale then implement the program and evaluate the outcomes. Sales management is one of the important aspects of marketing strategy for better revenue generation. The role of sales managers can be assessed by formulating goals, and sales managers’ goal to promote the product through advertising and increasing sales of the products. By setting goals of the sales teams, sales management can achieve the goals of marketing strategy and control the sales output (Jobber & et. al., 2011). After identifying the goals, the sales manager should develop a plan and organize an effective plan through which they can attain the goals. The sales teams should be hired based on the goals to control the sales output. The sales manager also develops a plan related to the budget of the company. After developing an effective plan, sales manager of Plastics Products Ltd. should implement plan for the effective result and enhance sales. The implementation involves activities of staffing, recruiting, designing and motivating the sales teams to attain goals. Moreover, sales manager should control and evaluate program and performance of sales teams and can assess the outcomes of the plan. The sales management of Plastics Products Ltd. can organize sales activities though effective plan and can also control the sales output by attaining the goals of the company i.e. earning profitability and enhance market share (Kundu, n.d.). 5. Explain the Use of Databases in Effective Sales Management Database means the collection of information as well as data, which can be required for effective sales management because the collection of information related to sales is essential for every sales manager to attain the sale objectives. In effective sales management, there should be information or database about customers because customers play important role in increasing the sales of the product of the company (Nandi, 2012). Through the databases of the current customers, Plastics Products Ltd. can increase its number of new customers in the market through which they can improve their business growth. Through the information or the databases about the sales strategy, the managers of Plastics Products Ltd. can expand their selling in various countries and can increase profitability of the company. The databases can be used in effective sales management for various purposes. Database can be used to gather information about the sales techniques to improve sales. The uses of databases in an effective sales management of Plastics Products Ltd. can be colleting information planning about promotion of products and information about new technologies for the improvement of the quality of the products (Nandi, 2012). Another use of databases is effective sales management that helps in controlling the sales output and maintaining manufacturing cost of the product for increasing the sales of products. Through the database, sales management of Plastics Products Ltd can also collect the data or information about marketing and business model to do the business effectively. The databases can also be essential for the effective sales management to gather information about the budget cost and planning cost for the improvement of the business. By gathering the information about the sales management, Plastics Products Ltd. can improve its business growth along with the economic growth of the business (Jobber & Lancaster, 2009). Task 4 1. Develop a Sales Plan for Any ONE Category of New-Look’s Core Product-Line New Look is a fashion retailers, which is situated in England. The core products of New Look retailers are clothing, shoes for both male and female. The sales plan for a product mainly depends on the price, place, marketing strategy, marketing process, sale and finance process. Through the sales plan, companies can update information about financials and operational activities and revise the sales target to attain organizational goals. There are five steps through which the sales plan about New Look core product line can be developed such as history of sales, analysis of market, analysis of competitors, future goals of sales and revenue, positioning and actions. To develop the new sales plan the sales teams of New Look should have the historic sales records and information about the sales such as manufacturing cost, cost of the design of the new products and the cost of promotional of products (Failte Ireland, n.d.). After that, the sales persons or sales teams should fix the reasonable or affordable prices of the products based on the entire manufacturing cost of products. Price of the product is a major factor for customers because if the cost of the products is high then only certain customers can purchase products whose income level is high. Therefore, fixing the reasonable price of the product is one of the major steps of good sales plan. Next step is the analysis of the market, which is also required for the good sales plan. Through analysis of the market, the sales team can identify good place, which can be suitable for selling products. Through the market analysis, sales team can also access that in which market they can easily enter for expanding the sales. Sales team of New Look should analyze the strategies applied by the competitors and the planning of the competitors related to sales (Failte Ireland, n.d.). By analyzing, the planning of the competitors the sales teams can develop a new plan about the sales of the core product of New Look to gain better competitive advantage. In this regard, the sales teams should focus on the SWOT analysis through which they can obtain knowledge about the strengths, weaknesses, opportunities and threats of the company and then strategies policies. As a part of the sales plan, measures are to taken to overcome threats about sales and improve the sales plan of a product. The next plan is regarding the future goals of sales and revenue (Failte Ireland, n.d.). The sales teams of New Look should also plan for future income through selling core products of New Look such as clothing. Next plan is the positioning the product in the market. After analyzing the market and strategies applied by the competitors, the sales teams of New Look can take the possible actions plan for the success of the sale of the products. Through this plan, managers of the company can also acquire new business by applying sales strategy and develop the current business. Sales actions plan involves target of the sale in a month, the responsibilities of sales persons and sale steams among others. Therefore, the above-mentioned steps are essential for developing a new sales plan about the product of New Look for a better result (Ovcina, 2010). 2. Investigate Opportunities for Selling Internationally Into Any One Emerging Market There are several opportunities gained from international selling into any emerging market. Opportunities of international selling can be derived through expansion of business internationally, increasing popularity of brand name of the product, increase number of customers and international profits. These opportunities can benefit the company for holding a strong position into the developing market. Through international selling company can achieve organizational goals and competitive advantage also. New Look is the fashion retailer in England, which provides good designer and fashionable products to customers. If the company New Look can apply international marketing strategy for expanding the business internationally then the company can obtain opportunities of international selling (Win Translation, 2015). By expanding the business internationally, company can increase the number of customers and attract the more customers for more selling of products. By doing the selling of the products internationally, the company can also increase the profit of the company and can attain the competitive advantage. The New Look Company can increase the attractiveness of brand name of developing as well as international market to hold strong position in the market. The international customers are more advanced and they prefer fashionable clothing products along with good brand name (Win Translation, 2015). Today customers believe that good brand provides quality of products with affordable price. Through international selling manager and employees of New Look can also increase number of suppliers for the availability of products in the international market so that they can satisfy demands of the international customers. Through international selling company can also enhance their sales plan for the development of the company and improvement of the economic growth. Through the international selling, the company can acquire new business and plan. This can develop the current business as well as organizational structure for greater effectiveness (Win Translation, 2015). Through selling internationally, the managers and sales teams of New Look Company can enhance public relation and advertising process based on the international market. The company can also increase number of agencies in developing market for the promotion of new products and attract new customers. Through selling internationally, the company improve their entire business process for the development of the company by implementing advanced and innovative technologies. New look Company can also develop new business in the international and developing market by increasing sales in the international market and increase the international profit. Through international selling the company can obtain knowledge about the competitors of the developing markets, which can be beneficial for managers of New Look to run the business in the international and developing markets successfully (Win Translation, 2015). 3. Investigate Opportunities for Using Exhibitions/Trade-Fairs The word exhibition has been derived from the Latin word “exposition”, which means displaying. The meaning of exhibition is to not only bring together the interesting objects at a specific time as well as place. However, it also involves activities of human and enterprises of human with the aim of achieving specific objectives. Trade fairs have been used as the medium of primary marketing of exporting goods to different countries. There are certain opportunities of using exhibitions and trade fairs in New Look (AUMA, 2014). New look is one of leading fashion retailers in England, which provides fashionable clothing product to customers along with good quality. Therefore, through the exhibitions program the company can display its clothing line in front of customers so that they come to know about the wide range of collections of New Look. Through exhibitions, the company can promote its products as well as services into various countries and spread their business. Exhibition also provides the opportunities for the New Look Company to run the business effectively as people are made aware of the brand and its collections, which are innovative and trendy (UFI, 2014.). The several opportunities of trade fairs can be combined with other events such as the seminars, special events and fashion show. The benefit of combining shows is to increases the interest of visitors and enhances the sales proceedings. Through exhibition and trade fairs, New Look Company can also meet their organizational goals by fulfilling the needs of the target market. Exhibition also provides the new platform for marketing and publicity for the participating company. Therefore, New look Company can also improve their marketing process and publicity of products through the help of exhibition program (UFI, 2014.). Trade fairs also have certain impacts on the activities of the business such as it helps in the promotion of trade and increase sales. Therefore, through trade fair owners of the New Look Company can get opportunity to conduct a face-face to meeting with owners of other business, which is cost-effective and by doing this they can achieve the objectives of trade. Through exhibition, company can meet up with new buyer or customers and increase number of customers in the market (AUMA, 2014). Through the exhibition, managers and employees of New Look can improve their relationship with current customers and can build a new relationship with new customers for better sales. Exhibition is a cost-effective program and it helps in direct marketing or direct selling hence can attain the objectives of the company. It helps the company to create awareness by providing knowledge of products to customers (UFI, 2014.). References AUMA, 2014. Successful Participation in Trade Fairs. German Trade Fair Industry, pp. 6-101. Andrea, R. & Hennessey, P., 2014. Improving Sales Performance: New Rules for Leaders, Journal. [Online] Available at: http://www.trainingindustry.com/media/15416612/baygroup_improving_sales_performance_new_rules_for_leaders.pdf [Accessed April 09, 2015]. Campbell, J. A., 2003. Creating customer knowledge competence: managing customer relationship management programs strategically. Industrial Marketing Management, pp. 375-383. CIM, 2009. 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The Dynamics of Market Entry and Expansion Strategy in Emerging Markets: The Case of Wal-Mart in Latin America. International Business and Management, pp. 5-24. Peppard, J. & Butler, P., 1998. Consumer Purchasing On the Internet: Processes and Prospects. Consumer Purchasing on the Internet, pp. 1-23. Rynes, S. L. & et. al., 2004. The Importance Of Pay In Employee Motivation: Discrepancies Between What People Say And What They Do. Journal, pp. 382-394. Saylor Org, 2015. Communicating To Mass Markets. Chapter 8, pp. 204-220. Tan, B. 2002. Understanding Consumer Ethical Decision Making with respect to Purchase of Pirated Software, pp. Journal of Consumer Marketing, Vol. 19, No. 2, pp. 96-111. UFI, 2014. The Role of Exhibitions in the Marketing Mix. Global Association of the Exhibition Industry, pp. 1-129. Win Translation, 2015. Going Global: How to Succeed in International Markets. Award Winning, pp. 3-15. Yip, S. G. & Madsen, L.T., 1996. Global Account Management: The New Frontier in Relationship Marketing. International Marketing Review, Vol. 13, No. 3, pp. 24-42. Read More