Training and Development Methods
Added on 2020-01-21
17 Pages7333 Words149 Views
Leadership ManagementProfessional DevelopmentDesign and CreativityHigher EducationHealthcare and ResearchSociology
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Sales Development1
TABLE OF CONTENTSINTRODUCTION................................................................................................................................3TASK A................................................................................................................................................3a) Key components of product and contribution of product mix to sales and profit (1.1, 1.2).......3b) An assessment of the market segmentation contribute to maximise sales (1.3)..........................5TASK B................................................................................................................................................6a) A discussion about the factors affecting buyer behaviour (2.1)...................................................6b) An assessment of the advertising media that could be used for sales development situations (2.2)7c) An evaluation of the use of external merchandising to maximise customer volumes (2.3)........7TASK C ...............................................................................................................................................8a) Assessment of the influence of design and layout on customer spending (3.1)..........................8b) Review and evaluation of the effectiveness of internal merchandising materials (3.2)..............9c) Evaluation of different promotional activities according to different scenario (3.3)................10TASK D..............................................................................................................................................11a) Evaluation of personal selling techniques (4.1).........................................................................11b) Influence of operational design on sales revenue (4.2).............................................................11c) Key principles that should be included in a sales training program (4.3).................................12CONCLUSION..................................................................................................................................13REFERENCES...................................................................................................................................142
INTRODUCTIONSales development plays an important role to enhance the profitability and attracting largecustomer base in the organization. Team of sales development focuses on sales cycle of the productsand services with an objective to increase them at an effective rate (Porter, 2014). For conductingpresent research, the chosen company is Asda Stores Limited. Sales margin of Asda is rising day-by-day. Asda is the American owned and British founded supermarket in the retail sector of the UK. Thecompany also deals with financial services and its promotions are based on pricing its goods andservices which is low as compared in to its competitors. The other products in which Asda deals aregrocery and general merchandise (Asda, 2015). The store format that Asda used is in the form of retailoutlets, superstores and supermarkets. Asda is one of the largest supermarket chains which havenumber of stores in the United Kingdom (UK).The report comprises of four tasks. The first task covers the elements of product and itssegmentations. Second task covers the factors of buying behaviour and its external merchandisingtechniques. The third task covers the promotional activities and internal merchandising materials selltechniques. The last and fourth task includes personal selling techniques and the role of management inthe sales development of the organization. TASK Aa) Key components of product and contribution of product mix to sales and profit (1.1, 1.2)Key components of the productA product can be distinguished as an item or service which is offered for sale. It can be tangibleor intangible in nature. Product offered should meet the requirements of consumer needs. Decisionwhich is taken by the organization for the product should be effectively relate to the consumable partsof that particular products. There are three components of the product and these are core benefits,actual product and augmented product which are categorized as below: Core Benefits: Company should focus on core benefits of the product because most of thecustomers are depended on the main products which are consumed by them. The core productis used as benefited and problem solving service which is for the consumer that are buying forindividual use. The main component of the product is focussing on the benefits which are to beoffered to the desired customer (Bridgwater, 2012). Most of the customer wants their productsshould be easy to use and should be risk – free. This is because; the core benefits can beacquired through the main product which is consumed by the consumer itself. Thus, byundertaking actual decision of giving core benefits with goods and services, product is plannedand delivered by the seller. 3
Actual Product: The components of the products which offered the core benefits of the productby which the actual product has been made. Within the actual product, main product lies whichis purchased by the consumer to be consume. For example, juice bottle which come in thebottle can make dispensing easy but the consumable product is that juice which is drink by theconsumer (Product Mix decisions – Width, length, depth and consistency, 2015). Sometimes theactual products needs different product decisions which comprises of branding, features,quality, packaging, advertising etc. The actual product is tangible in nature which mainlyemphasis on its design and quality . Augmented Product: This type of product helps the actual product to increase their customerbase and strengths the buying behaviour of the consumer to make purchase. The measures oritems which are included in the augmented products are as follows:Guarantee: This is an assurance to the customer regarding the product. In case, if there isany default in the product purchased, then the company assure to replace or refund thesame.Customer Service: If consumers purchase any product, then the company provide aftersales service to their customers on phone calls or through meeting them personally (Myers,and et.al., 2016). Complementary Products: When some product is sold with some additional product, theintention behind the same is to attract more customers to buy their products and services.For example, carry bag with the laptop or earphones with the mobile phones.Warranty: This comes with the time period which extends after guarantee period to coverthe repairing items through replacement. Accessibility: If the location of products and services are near to the consumers, then thereis chance of attracting large number of customers. This can be obtained through storeswhich are located in the centre of the city or by delivery systems.Contribution of the product mix to sales and profitNumber of product lines which company sell to their customers varies from product to product.The product mix defines the crucial decisions that are related to goods and services which includequality, designing, packaging etc. The other essential thing which is included in the product mix isassortment. When manufacturer offers different products and services to their customers, then it isknown as product mix (Das and Chowdhury, 2012). When company initiates its market operations withone product category then later on it diversifies its activities towards more products. For example, Asdamade its entry as grocery and general merchandise retailer but later on they entered into various otherproducts such as financial services and mobile network etc. The components of product mix are as4
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