Sales and Operations Planning for Business

This assignment delves into the crucial relationship between sales and operations planning (S&OP) and overall business success. It examines how S&OP contributes to improved firm performance by aligning marketing strategies with operational capabilities. The assignment also analyzes various promotional mix elements, including personal selling and advertising, highlighting their impact on achieving marketing objectives. Students are expected to research and critically evaluate the effectiveness of different S&OP approaches and promotional strategies in enhancing business outcomes.

SALES PLANNING AND
OPERATIONS

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
AC 1.1 Explain how personal selling at Enviro-Cars Ltd supports other promotional activities
................................................................................................................................................1
AC 1.2 Compare buyer behaviour and the decesion making process in different situations
with special reference to Enviro-Cars Ltd..............................................................................2
AC 1.3 Analyze the role of sales teams in overall marketing strategy for Envir-Cars Lmt...3
TASK 2............................................................................................................................................4
TASK 3..........................................................................................................................................10
AC 3.1 Explain with examples, how sales and strategies can be aligned with corporate
objectives in organizations like Plastic Products..................................................................10
AC 3.4 Explain how Plastic Products Ltd. can organise Sales activities in order to control of
sales output...........................................................................................................................13
AC 4.2 Investigate opportunities for using exhibitions/ trade-fairs in chosen emerging market
..............................................................................................................................................14
CONCLUSION..............................................................................................................................16
REFERENCES..............................................................................................................................17

INTRODUCTION
Sale is one of the most crucial parts of a business operation. A success of a business
activity depends on high profitability and sales maximization. The key aim of the sales operation
is to enhance product demand within the economy by creating interesting offers for audiences
(Wacker and Lummus, 2012). It is defined as a process where management regularly review
demand projections, develop strategies to meet them in order to attain favourable financial
impact. The current study will develop an extensive study on the topic in order to closely analyze
the factors and issues associated with sales and development within market. Analysis of different
case scenario will be used to determine different aspects of the study. The report will be focused
on creating a practical and detailed understanding about the given topic.
TASK 1
AC 1.1 Explain how personal selling at Enviro-Cars Ltd supports other promotional activities
Personal selling refers to presenting products and services of the company in a well-
defined and attractive manner for making sales and developing a strong consumer relationship
within the market (Yu, Ramanathan and Nath, 2014). The present case reflects a business
scenario of Enviro-Cars which is a creative business idea however the growth and development
of business demands high integration of personal selling for increasing sales of the products and
enhancing organizational profit as well. The business objective of the company in this declining
sales environment is to expand sales by selling new and second hand products within the
economy. In order to achieve the objectives, personal selling may help the company effectively
by the following ways: Direct approach: Creativity and fresh talent is a key requirement of for salesmanship.
The company may train the employees to target prospective buyers and enhance sales
within the market (Zanjani and Nourelfath, 2014). Personal selling will be an effective
and direct approach of company. It will help in delivering better results through personal
influence. Best utilization of resources: Enviro-Cars are presently dealing with the business
problems whereby most of its experienced employees has left the company and majority
of workforce are new and less experienced people. However, employees are the face of
the company as they directly deal with the consumers. Thus training existing employees
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of the company for business growth and development will contribute highly in building a
positive brand image within the market and saving cost of operations as well (Caffarella
and Daffron, 2013). Customized promotion: Personal selling may be a slow yet very effective approach for
the company. The consumers may be targeted as per their own needs and demands.
Personal selling activities will help in supporting concentrated targeting where sales
person will present and promote the product analysing personal requirements of the
prospective buyer. For example demand for car at low range by the consumers may be
met by the seller by presenting second hand product to the buyer
AC 1.2 Compare buyer behaviour and the decision making process in different situations with
special reference to Enviro-Cars Ltd
Consumer’s needs and demands are influenced by variety of factors and elements present
in the market. It helps a buyer in creating a wide and effective impact on product selection and
examining the factors associated with the same. As per the given case Enviro-Cars Company is
focusing on enhancing its sales by expanding its product range of new and second hand cars
(Dewsnap and Jobber, 2012). Evaluating consumer buying behaviour is significant for the
company. Kotler's black box model is an effective approach for analysing the same. The model
represents a process whereby consumer's motivational factors are analyzed and addressed.
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Illustration 1: Kotler’s black box model
(Source: Converse, 2010)

Using the stated model, company may effectively analyze the factors which may
influence the buying decisions of the consumers and the impact of the same may be analyzed on
the buyer motivation. For example recession in the market may influence the social behaviour
towards low spending. To motivate such buyers the company has developed a product range of
second hand cars. This may influence consumers who need affordable environmental cars.
Similarly, personal selling team may analyze the perceptions of the buyers and may link the
same with product price, brand and usability to change their decision process (Márcio Tavares
Thomé and et.al., 2012). To develop consumer behaviour of a student, stimuli of lifestyle may be
linked with his needs thus developing their behaviour and meeting organizational needs may be
made possible by the sales team.
The above analysis develops an effective and clear understanding about buyers needs and
decision making process however buying behaviour in B2B and B2C differs widely for the
organizations. Consumer behaviour for business to business operations differs from consumer
buying behaviour. This is because consumers buy the product for final consumption while
business purchase is for resale or further manufacturing. Hence, business buying behaviour is
focussed and rational as compared to consumer buying process. For example for second hand car
business Enviro-Cars will make rational decisions regarding car features, price etc. however
buying behaviour. In addition the decision making process for B2B is complex and involves
multi levels decisions for the company. The size of business consignment is large thus cost
associated is high as well. Thus decision making process demands an integrated decision
regarding inventory and finance. Furthermore, B2B buying behaviour is relationship driven and
not product driven. Thus, relationship development and personal selling approach is adopted by
the companies in order to enhance sales of the business.
AC 1.3 Analyze the role of sales teams in overall marketing strategy for Envir-Cars Lmt
The sales team of company is an integral part of the business. It helps in interconnecting
organizational objectives and strategic development of the business. Sales force plays a
significant role in planning effectual marketing tactic for business so that they are able to attract
and retain customers for long term in business (Noonan, 2010). Sales team develop an effective
base shaping the marketing strategy of the company by meeting the short term targets developed.
The sales team in Enviro-Cars will play the following role in developing its marketing strategy:
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 Supporting marketing plan: Sales team of Enviro-Cars will help in developing an
effective level of communication between buyers and management. For this purpose the
sales team will play an active participation in planning, organizing, controlling and
implementing the plan for the business development (Usui, 2011). The sales
representatives will understand the needs of the buyers and communicate the same to
management to develop product range and features. In addition to this it will help the
management to develop marketing strategies to target both B2B and B2C markets. Meeting objectives: The objective of the company is to enhance sales within the market.
For this purpose effective marketing strategies will help the business widely. Personal
selling is one of the crucial marketing strategies and sales team will achieve the same by
organizing the d sales department in an effective manner. Proper distribution of roles and
responsibilities will help in effective achievement of goals and will lead to better
management as well. Moreover, the team will develop and attain targets and tactics for
meeting strategic goals of the company to ensure overall growth of the business. Represent organization: Sales team is the face of the company which is effective for the
business growth and development. Every sales executive will help in influencing the
buyers to develop their buying decisions in favour of the product (Ambrose, 2014). This
will help the company in developing an effective brand image of the firm for the target
buyers. Sales team will be the face of the company hence will contribute widely in its
marketing strategies.
 Attaining overall marketing objectives: Sales force of the company helps in analysing,
attaining and understating the issues faced by the business units and focuses on
developing effective result for the same. The sales force helps management in filling gaps
between expected and actual performance of the company. It contributes widely in
strategic planning and development.
TASK 2
Covered in PPT
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In this presentation, sales plan for Tantrum watch is included which has created a
revolutionary change. It will come with number of advanced features and functionality that aids
users in their daily life.
Main feature of this watch is its light weight and thin looks. It supports connection from
Android which helps users in attending call, access notification, see time from stamp and several
health sensors that aid in monitoring the health. It comes with extended battery life and in
different memory variant such as 8 GB, 16 GB and 64 GB. It also acts as a Walkman where
users can save songs and other key documents. Another key feature is that this watch can get
connected with PC through OTC cable and hence, it can act as pen drive as well.
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With this product, company can witness varied benefits. It will aid in boosting the
consumer demand through which sales of company will get enhanced. Through this, market
share will get increased and hence, more developmenet can be done in the product range.
Besides this, this particular smart watch will bridge the gap between consumer needs and wants.
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In order to analyze the growth, company can focus on the demand of products on
monthly basis by analyzing the sales quarterly and ensuring that sales team would meet its target.
Profit margin is another method of assessing the growth.
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Since, the concept of smartwatch is in trend, therefore, there are various companies that
are dealing with this product. In this regard, Sony and Samsung are the key competitors for
Tantrum watch. However, Tantrum watch is facing competition due to prominent rival company.
Therefore, product innovation and proper sales planning will aid in rising the sales of watch.
In order to boost the growth rate of Tantrum watch, company can consider different
meaures. In this, sales planning is very crucial. For this, company can focus on dividing the
region among sales team in order to increase the overall sales volume. To back up this plan,
aggressive promotion needs to be done by company so that overall sales volume can be
increased. Also, Tantrum watch can collobrate with online partner like ebay, amazon or other
related in order to increase the geographic reach.
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TASK 3
AC 3.1 Explain with examples, how sales and strategies can be aligned with corporate objectives
in organizations like Plastic Products
The sales strategies of the companies are kept parallel to the business objectives as the
core focus of the companies is to enhance growth and development within the market. Sales
strategies help in meeting the core objective of the firm which is sales maximization. Plastic
products company is focusing on expanding the market (Li and et.al., 2014). The corporate
objective of company is to enhance the market share by analyzing and targeting potential buyers
within the market. The stated objective of company is achievable if effective planning and
management is attained by the business unit. Organization is targeting B2B market for the same.
Alignment of sales strategies with corporate objectives of the company is important. It helps in
minimizing gap between expected and actual results. Companies integrate both the measures in
order to attain valid and reliable results for the business. For example performance development
curve of the company helps in determining the corporate business goal of the business and
analyze the same through effective and well developed organizational results.
The sales strategies of plastic bags will focus on developing small, achievable and
reliable targets for the employees. It will also analyze the effective target market for the business
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which has the potential of generating sales for the business (Moon and Alle, 2015). In addition to
this the focus of the business will be to enhance consumer loyalty for the products in order to
generate repetitive sales in the market. All the stated objectives are directly aligned to the
corporate objectives of the business. Sales planning and strategic development focuses on
attaining corporate objectives in a well defined manner. All the stated sales strategies focus on
attaining business objectives of:
 High profitability
 Sales maximization and
 Developing competitive edge.
AC 3.2 Explain why the recruitment and selection procedures are important for Plastic Products
Ltd
Recruitment and selection process of the company plays a significant role in determining
and hiring a competent employee for the business. It helps in developing organizational strength
at a considerable fixed cost. Recruitment and selection process focuses on hiring right person for
the right job in order to enhance business results and performance. It is crucial for the business as
effective results helps in attaining positive business results for the company. The case scenario
mentions that different executives has different plan for hiring a suitable sales representative
(Adamczak, Domański and Cyplik, 2013). Sales manager believes in hiring fresher who will
have no industry experience while general manager believes that the employee must possess
industry experience to enhance sales. To attain the business objective of market expansion
recruitment and selection procedure will be critically useful. Experienced employee will justify
the cost invested for the process effectively. Employee well acquainted with the industry will
have creativity and clear idea about the industry hence results could be expected quickly from
these employees.
The crucial steps involved in the recruitment precess will be: Job analysis: A clear analysis of organizational needs and demands applicant will be
communicated and checked. It will help in minimizing the cost of and time of screening
right applicants for company. Referral checks: Competent and skilled employees could be hired through undertaking
the reference check for the employees. This will help the business unit in creating wide
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growth measures for the economy. This step measure will help in analysing competency,
and experience of the business. Screening and selection: Personal screening and evaluation is significant for the
employees of the company. This process will focus on selecting appropriate candidate
through personal interview and screening process.
 Lateral hiring: This process of hiring is significant for hiring applicants from the similar
industry who already have the product knowledge and experience as well.
AC 3.3 Evaluate the role of Motivation at Plastic Products Ltd. You should also explain how
remuneration and training can be utilised as tools for motivation within sales management
Motivation is a significant part of the business activity. It helps the employees in creating
a direct impact on their performance and productivity. Motivation plays key role in sales
management function. Plastic products are currently focussing on expanding the business
operations. In order to develop high measures of success within the market the company need to
focus on analysing the needs of the employees and factors which may help in enhancing their
productivity as well (Rudberg and Cederborg, 2011). The company thus need to develop
strategic measures of evaluating financial and non financial motivational factors which may help
in providing quick and effective results for the firm. In addition to this higher sales will help in
developing overall financial performance of the company within the competitive markets well.
Abraham Maslow developed the motivational theories for organizational growth and success. It
help the organizational enterprise in analysing and understanding individual needs of the
employees. Need hierarchy levels according to theory physiological needs, safety needs, social
needs, esteem need and self actualization needs.
Remuneration is yet another factor which plays an active role in analysing and
developing work performance of the company. It is defined as compensation attained by the
employees in return of their services given to the business (Kennedy and Avila, 2013).
Remuneration is directly related to the performance of the employees and their motivational
level as well. Effective, structured and well managed measures of compensation helped in
attaining the goals of the company effectively. It helped employees in linking their personal
growth with organizational needs and requirements. According to Maslow theory of needs
remuneration is the basic need of the employee and develops a core base for motivation.
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Training helps in enhancing the current skills and abilities of the employees. These are
also crucial and effective means of motivational measure. Every employee seeks personal growth
and development within the business. For the same purpose training is an effective and well
managed tool (Rudberg and Cederborg, 2011). Plastic products are currently focusing on hiring
new employees in sales. Training will help those employees in effectively understanding the
needs of the company and delivering accurate results accordingly. This will help the business in
developing a well developed growth impact. It will help in attaining social and self esteem needs
of the business.
AC 3.4 Explain how Plastic Products Ltd. can organise Sales activities in order to control of
sales output
Sales and operational planning creates an effective impact on enhancing profit margin of
the company and controlling the cost of the business as well (Marketing - Promotion Strategy,
2013). Planning, implementing and controlling are the key activities of organizing sales activities
and attaining desired output for the business. Plastic products may achieve the stated aim in the
following manner: Setting objectives: This segment of the business focuses on setting a well defined
business objective of the company in order to attain effective and favourable business
results. As per the case sales manager of the company has developed an effective goal of
market expansion. In order to attain the stated objective effective development of goals
and objectives is important for the organization. Planning sales: Sales planning is yet another step for the same. Once the goal has been
established a company is expected to plan its sales by effectively analysing target market.
Plastic products must set the sales plan by referring to its sales force and determining the
target sales the company is supposed to do. In addition to this setting effective and
competitive budget is also significant for delivering effective and competitive business
results. Organizing sales activities: Plastic products must focus on developing target and
segment vast market on the basis of potential and sales planning. Geographic planning
and sales analysis will be significant for the business. Hence, structuring and territory
design will help the business unit in attaining effective a well developed business results
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for enhancing organizational sales. The objectives this will be integrated with sales
planning activities.
 Output control: Estimation of output is important for analysing the cost and demand
within the market. Underestimation may lead to loss of sales while overestimation results
in cost increment for the business (Riley, 2012.). Plastic products Ltd needs to estimate
the output of the business in an effective and accurate manner. It will help the company
in enhancing its profitability within the market. Cost and budget analysis for the same
plays a significant role in the economy. It will help the business to grow and develop
within the market.
AC 3.5 Explain with examples, how effective sales management can be supported by use of
databases
Sales planning and management is managed and maintained by making effective use of
database of the company in order to attain effective results for the organization. The database
helps in analysing and estimating the demand in an appropriate manner. Plastic products ltd has a
wide range of consumers within the market. To manage and maintain the sales operations, the
sales manager focuses on effectively recording the demand estimation and generating effective
results accordingly (Marketing Planning tool, buyer behaviour, n.d). Database is a vast collection
of important information related to consumers, sales and demand analysis. It will help the
business in creating an effective and well developed impact on sales planning and analysis.
Database will help the company in attaining effective past data of the organization. The company
may use the same for adopting trend analysis strategy for the business and develop high growth
measures within the market. In addition strategy of ECRM may be used by the company for
promoting and developing foundation sales base for the business. In addition to this well
developed software such as electronic consumer relationship management etc. helped in
managing the valuable information and developing effective marketing measures as well.
Furthermore, database helped the company in analysing the target consumers for the business
and targeting the same for enhancing market sales and developing brand image as well.
TASK 4
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AC 4.2 Investigate opportunities for using exhibitions/ trade-fairs in chosen emerging market
Market expansion is on one of the major business decisions which focus on targeting new
consumers while undertaking significant business risk. The case scenario of Currys is focusing
on enhancing the business growth opportunities in the international market. Indian market has
vast potential for growth and development of business sales. This will help the business unit in
creating an effective and well developed impact on growth of the business. Market entry will be
an effective strategic plan for the business growth and development. In order to maximize the
organizational sales for the business, Currys will focus on enhancing organizational sales in a
widely populated area. Mumbai will be appropriate for the stated purpose. It will help in
developing the electronic segment of the business and enhancing sales and demand within the
market. The opportunities the company has for enhancing the sales of the business includes
variety of options (Dewsnap and Jobber, 2012.). Licensing is one of the traditional and most
common measure for international expansion. India is a vast country which has immense sales
opportunities due to its fast growing economy and large population. Licensing will help the
company in legally entering the market to sell its products however this will prove to be a costly
measure. Moreover, lack of effective information may enhance risk for the business. Strategic
alliance with domestic company of India such as Reliance, Fab-furnishing, Mahindra group etc is
another effective measure (Caffarella and Daffron, 2013). This will demand high investment
however it will help in removing the risk of operations and growth. This strategy will be
effective for enhancing sales in the country. Franchising is yet another opportunity where the
company transfers the ownership to the domestic trader and demand profit ratios or sales
commission against it. It will be cost effective and risk free measure for the business.
AC 4.3 Develop sales plan for a product category of Currys suitable for chosen emerging market
Exhibitions and trade-fairs are the effective measures to target potential buyers and
expand business opportunities in the market. Currys specialises in home appliances and
electronic segments. Exhibitions and trade fairs will provide the company an effective and high
opportunity for growth and development of the business. It will help Currys in attracting wide
consumers in India (Wacker and Lummus, 2012). In addition to this platform will also be
effective for promoting the company in the new market. The company display its products
effectively using this platform. Segmenting products as per target market will help in enhancing
publicity and sales in the country. Along with this, using strategies of sponsorship or brand
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endorsement will help in enhancing the brand visibility of the company in the market which will
also an effective means of increasing market sales.
AC 4.1 Developing sales plan for products category of curry India
Mission:
To enhance the market share of the company by delivering high quality products and
services to its buyers and fulfilling all expectations of its stakeholders.
Objective 2017:
1. Open 25 new outlets in India
2. Increase overall sales of the company by 12%
3. Increase demand and brand awareness of the company in Indian subcontinent
Strategies:
 Developing international sales and marketing team
 Extensive market and competitive analysis
 Develop full range of products and services to meet new market requirements
 Develop aggressive promotion and sales strategy for enhancing brand awareness in new
market
 Establish consumer relationship base for Indian market
Actions:
 Divide the market on the basis of geographic, demographic and psychographic segments
 Adopt undifferentiated marketing strategy
 Target on young and middle aged people
 Target large cities with population more than 1000000 people
 Position the product as quality differentiated and value oriented
Key performance indicators:
 Analysing area wise sales on monthly basis
 Analyze the number of stores established
 Evaluate customer demand on quarterly basis
CONCLUSION
Effective marketing and sales planning drive high growth prospect for an organization.
Unique business strategies are designed by companies in order to attract maximum buyers for the
products and services offered. It influences a business to perform better to gain personal benefits
and high level of sales. Sales planning and operations ensures the growth prospects and success
measures of the business. On the basis of the above report effective sales planning may helps the
business in developing high prospects of business development in national and international
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market. Hence sales planning helps in developing success prospects of the business in the
market.
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REFERENCES
Books and journals
Adamczak, M. Domański, R. and Cyplik, P., 2013. Use of sales and operations planning in
small and medium-size.
Ambrose, P., 2014. What Happened to Planning? Routledge.
Caffarella, R. S. and Daffron, S. R., 2013. Planning programs for adult learners: A practical
guide. John Wiley & Sons.
Converse, P. D., 2010. Introduction to Marketing - Principles of Wholesale and Retail
Distribution. Meisel Press.
Dewsnap, B. and Jobber, D., 2012. An exploratory study of sales-marketing integrative devices.
European Journal of Marketing. 43(7). pp.985–100.
Kennedy, P. J. and Avila, R. J., 2013. Decision making under extreme uncertainty: blending
quantitative modeling and scenario planning. Strategy & Leadership. 41(4). pp. 30–36.
Li, L. and et. al., 2014. Mathematical model based on the product sales market forecast of
markov forecasting and application. Journal of Chemical and Pharmaceutical Research.
6(6). Pp. 1359-1365.
Márcio Tavares Thomé, A. and et.al., 2012. Sales and operations planning and the firm
performance.International Journal of Productivity and Performance Management. 61(4).
pp.359-381.
Moon, M. and Alle, P., 2015. From Sales & Operations Planning to Business Integration.
Foresight: The International Journal of Applied Forecasting. (37). pp. 5-12.
Noonan, C., 2010. Sales Management. Taylor and Francis.
Rudberg, M., Cederborg, O., 2011. APS for tactical planning in a steel processing company.
Industrial Management & Data Systems. 111(4). pp. 608–628.
Usui, K., 2011. Precedents for the 4Ps idea in the USA: 1910s-1940s. European Business
Review. 23(2). pp.136–153.
Wacker, J. G. and Lummus, R. R., 2012. Sales forecasting for strategic resource planning.
International Journal of Operations & Production Management. 22(9). pp.1014 – 1031.
Yu, W., Ramanathan, R. and Nath, P., 2014. The impacts of marketing and operations
capabilities on financial performance in the UK retail sector: A resource-based
perspective. Industrial Marketing Management. 43(1). pp. 25-31.
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Zanjani, M. K. and Nourelfath, M., 2014. Integrated spare parts logistics and operations planning
for maintenance service providers. International Journal of Production Economics. 158.
pp. 44-53.
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<http://www.tutor2u.net/business/marketing/promotion_personalselling.asp>. [Accessed
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