Marketing Sales and Negotiation Skills QHO423

This report discusses marketing, sales and negotiation skills applied by Greggs Plc. It includes PESTLE and SWOT analysis, marketing mix and personal reflection on sales and negotiation skills. The report also covers communication and emotional intelligence skills used by the organisation.

Marketing, Sales and
Negotiation Skills
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Table of Contents
INTRODUCTION..................................................................................................................3
CONCLUSION AND RECOMMENDATIONS..........................................................................11
REFERENCES..............................................................................................................................13
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INTRODUCTION
Marketing refers to the activity of selling the right things at the correct place that are needed
by the customers. Marketing involves many activities that include creating awareness among the
customers to sell the products and services of the organisation. Sales negotiation is one of the
most difficult activities in marketing and sales that involves a strategic preparation, willingness
and perspective to compromise the prices in a strategic manner so that higher profits can be
obtained. The marketing activities help the organisation to sell their products to the final
customers in an effective and efficient manner (Bezaz, Himber and Soulez, 2022). The following
report will describe various aspects of marketing, sales and negotiation activities performed by
Greggs Plc. Greggs Plc is a chain of British bakery products dealing in the hospitality industry,
established in the year 1939 and is headquartered in Newcastle upon Tyne, England. The
following report will explain about the market environment factors with the help of sept and
PESTLE analysis that affects the marketing activities of the organisation. Along with this it will
also explain about the marketing mix with the help of seven Ps of marketing adopted by the
organisation to develop effective marketing strategies. In the end it will provide personal
reflection on the sales and negotiation skills that I have developed during this session.
PESTLE AND SWOT ANALYSIS
PESTLE Analysis
PESTLE Analysis refers to a strategic tool that can be helpful to evaluate the external
environment factors that affect the marketing, sales and negotiation activities of the organisation.
PESTLE analysis consists of six major factors, which helps to evaluate the forces that affect a
business in a particular location (Alanzi, 2018). PESTLE analysis of Greggs PLC is given as
follows.
Political factors: The government and politics upgrade impacts on every organisation and their
well-being. If the government policies are not developed for a particular industry the complete
business sector needs to face the loss.
Economic factors: Across the world almost all the industries were affected by the Covid-19
pandemic, due to which they have to suffer enormous losses.
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Socio-cultural factors: The society and the community have a great impact on how the customer
trends, preferences and taste towards the products and services marketed by the company.
Technology factors: The rapid changes in the technology have immense impact on the marketing
and sales activities of the organisation (Aghlmand and et. al., 2022).
Legal factors: The legal factors are the mandatory rules and regulations that are compulsory to be
followed by the organisation.
Environmental factors: These factors have a little impact on the marketing activities of the
organisation.
Factor Impact
Political Within the UK, the government is
very serious about ensuring that
food businesses maintain an ethical
standard for ensuring the good
health of the people.
It is necessary that Greggs Plc follows
all the food safety and health standards
so that it can safely market, sell and
negotiate its products and services.
Economic The economic factors such as the
market prices, GDP of the country,
inflation or deflation, credit rates
etc. affects marketing and
negotiation activities of the
organisation (Grassi and Vallati,
2019).
In order to stay competitive in the
market the company has to adopt
various strategies like improving the
supply chain, downsizing the
employees and reducing costs so that it
can effectively perform sales and
negotiation in the market.
Social The products and services of the
company are highly dependent on
the community behaviour, culture,
traditions, attitude, beliefs etc. that
prevails among the people.
The market has seen a sudden shift in
the attitude of people towards their
eating habits like veganism trend, light
diet culture, etc. Greggs Plc has used
creative branding strategies for the
products as per the needs of society like
vegan roll, vegan sausage, vegan
chicken sandwich etc.
Technological The development of digital Greggs PLC has adopted the advanced
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technology, online payment
systems, online booking, etc. has
widely affected how companies
market their products and services.
technologies to foster competitive
growth in the market such as free Wi-Fi
services, on the go delivery, online
booking, digital payment, Google
analytics etc.
Environmental Within the UK the rules and
regulations for the food safety,
customer health, licensing,
environmental safety etc. are the
most common laws that must be
adopted by the hospitality business.
Greggs PLC obligates to all the food
safety standards, hygiene,
environmental laws etc. so that it can
operate its marketing and sales
activities smoothly.
Legal The various aspects that affect the
marketing activities of the
organisation related to the
environmental forces include
ecological well-being, zero
emissions, proper waste
management, eco-consciousness etc.
The Greggs PLC has to adopt various
practices of marketing and sales that
can lower down the emissions of the
organisation to greater levels.
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SWOT Analysis
SWOT Analysis can be explained as the framework that is used to analyse the strengths,
weaknesses, opportunities and threats that an organisation has (Teoli, Sanvictores and An, 2019).
It helps to identify the internal factors that can be managed, controlled and simulated by the
organisation to achieve competitive advantages in the future.
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In order to overcome the threats Greggs can use effective methods like improving its supply
chain, taking the advantages of Technology, pre-planning, process automation etc. which could
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Strengths Weaknesses
The major strengths of Greggs PLC are its huge
brand image that makes it popular among the
bakery industry and the consumers want the
products from the organisation.
Presence of the company all across the UK is
another factor that helps the brand to achieve
economies of scale and higher profits.
Exclusive training and development program
developed to train the workforce helps the
company to develop standard capability among the
employees to serve best to their customers.
Moreover, the company's social responsibility
(CSR) towards providing back to the society in
which they operate makes it reputed highly.
The public relation (PR) ethics of Greggs is among
the major factors that creates more customers for
the company.
Weaknesses of the organisation lies in their
enormous expenditure spent on training and
development that reduces their vital profits.
The company offers limited food choices
and has a limited portfolio that makes it
difficult to attract more customers.
Lack of globalization and
internationalisation activities by the
company make it successful only in the
regional market areas.
The partial use of the potential of the
organisation to expand its business makes
the organisation like the frog of well
(Hajizadeh, 2019).
Opportunities Threats
The major opportunities for the organisation are to
expand the business in the international market so
that it can explore greatest chances of growth.
Greggs can also research for the new products and
services and develop a wider range of products to
satisfy customer demand and provide higher
experience to them.
Advancement of Technology like CRM systems,
ICT, digital technology etc. can help the
organisation to achieve higher benefits in the
market.
Threats faced by the organisation include
unfavourable situations like Covid-19
pandemic that has declined the efficiency of
organisation and lead to the losses in the
business.
Increasing competition from the businesses
like McDonald, Starbucks, etc. may lead to
decline in the customer base of the
organisation.

enhance its marketing performance. By taking the advantages of opportunities in the market the
company can also overcome its weaknesses and avoid threats in the future.
DISCUSSING AND ANALYSIS OF MARKETING MIX
The marketing mix is a strategical framework that consists of seven marketing tools that
defines the strategy or the organisation to stay competitive (Kumar and Almoula, 2020).
Marketing
Tactical Tools
Current Strategy Evaluation/argument
Product Greggs Plc sells its items
under 5 product
diversification
strategies as per the
porter's generic model,
and every one of these
fills in as particular
items offerings. There
products are all sold
under the brand name of
a company.
Greggs plc Sells products with a ton of
assortment accessible, which allows clients to
choose the items which suit them.
The company also sells products that are very
different from competitors, and with different
elements proposed to clients. Its products are in
that position that viewed so special.
Their items are viewed to be of more excellence
than that of competitiors . In such way, clients
should follow through on a greater expenses for
these things.
Price Greggs plc present
estimating procedure to
fix the cost level that
follows a cutthroat based
valuing methodology.
This is on the basis that
the information on
competitior is effectively
applicable because of
countless contenders that
exist into the business
(Batat, 2022).
They likewise thinks about expenditure to set
costs for a group of products for which either
data isn't applicable on contenders, or are
costlier to make, sells its products at a more
exorbitant price than competitor . This is on the
things that they offers many elements, and
excessive price compensates for this.
It is as of now taking full use of item pack
valuing also, where the products are sealed
together and sold at price lesser than the all out
of individual things.
It likewise take full use of a discretionary
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product valuing methodology for particular
items, where it offers a cost for the base item
and distinguish costs for the frill that show up
with it.
Place Greggs Plc sells its
products by two
advertising mediums.
The first is where it sells
directly to its customers
through its web-based
site. The second one is
where it offers to
wholesalers who then
offer to multiple retailers
available all across the
country.
Greggs plc has its products present on north of
500 retailers all across the country. It follows a
concentrated promoting system where they
attempts to remember its products for whatever
number retailers as could reasonably be
expected. This ensures that its products are
accessible to customers fluently in many pieces
of the country.
It has a significant measure of online contracts
with continuous engaging on its sites.
To continue its web-based activities, has
contributed with various convenience specialist
firms to give opportune conveyances.
They follows an omni-channel distributed
framework where it has contributed its digital
and physical stores to allow customers simple
and sober admittance to its goods (Fraser-
Arnott, 2020).
Promotion Greggs plc takes
advantages of numerous
media mediumjs to
advance its products .
They utilizes customary
media, which remembers
an ad for television and
radio.
The company uses various above-the-line and
below-the-line promotion tools that help it to
market its products and services effectively.
This is useful because of its vast reach and
capacity to draw in countless individuals.
Its helpful on the web and visual entertainment
promoting, which is less costlier and helpful
because of the increasing utilization of the web.
It advertise different virtual entertainment fields
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with an emphasis on YouTube, Facebook and
Twitter because of the commendable month to
month use of these.
People Greggs Plc have
individuals working
under its outreach group
that assume a crucial part
in its promoting
endeavours. These
individuals have been
prepared in powerful
methods, yet additionally
to recognize the business
clients thinking about
their inclinations
(Huangal Bobadilla and
Murga Fernández, 2019).
Greggs plc have individuals working in its
customer care office. These individuals are
prepared to regard the customers and make an
true effort to get their issues settled.
They have individuals working with providers to
get natural particulars . These individuals
assume an important part in keeping up with or
working on the nature of the end result
delivered.
The representatives in the Greggs Plc go through
phases of preparation for its sales promotion,
client services and purchase individuals as these
assume a crucial part in conveying worth to the
clients.
Process Greggs plc requirements
to assure that its
products are normally
accessible at retail places
have ideology introduced
where retailers can
inform when are their
stocks level getting low.
Greggs Plc provides them more products while
requesting its creations to recharge their stock.
This assure that product are dependably
applicable to customers when required.
They have web-based supply chain operations,
where orders are gotten in the PC ideology and
in view of these orders; the accessible product
from the stock is shifted to the suppliers.
Physical evidence Greggs sells their
products on an
unbearable variety
bundling that is fluently
understandable on retail
shelves.
These are set on huge retail units provided by
the organisation, which likewise have a
significant plan.
They have a web-based site which is easy to
use and allows customers to see its products at
top notch images taken from different points.
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SALES AND NEGOTIATION SKILLS APPLIED BY THE ORGANISATION
During the process I learnt about many skills that are used within the organisation to achieve
effective and efficient marketing, sales and negotiation performance in the market.
Communication: The communication ability is very much ideal for developing the effective
negotiation abilities and clearly communicating with the people to walk away by finding a deal
with a smile. Effective communication helps to engage in clear discussion with negotiators so
that effective deals can be achieved (Richards, Guerrero and Fischbach, 2020).
Emotional intelligence: It becomes very important to understand the emotions while negotiating
because it is crucial to achieve a better deal. A high degree of emotional intelligence can help
you understand the perspectives and emotions of the other parties to crack effective deals by
smooth negotiations.
Planning: It can be explained as a declaration pathway for achieving the desired goals or
objectives for the marketing, sales and negotiation. With proper planning a person can get a
better alternative to a negotiated agreement that could help to market and sell the products with
higher efficiency and effectiveness.
Value creation is a powerful skill that can help to illustrate the importance and create value for
the products and services among the customers. With the idea of negotiation the exports must
have a bigger insight about creating value among the customers and in the larger market (Tran
and Nguyen, 2020).
Critical thinking: It is necessary that an individual have the ability to analyse the deals and
critically think about the various aspects to make effective marketing and sales activity. It is
understood that a person needs to have critical thinking to answer the questions effectively and
efficiently to effectively market and sell their products to the prospects.
By obtaining these skills an individual can definitely become a master of negotiation in
marketing and sales. By properly evaluating the strengths and weaknesses a person can
understand about what skills they already possess and what skills they need to develop for
becoming effective in marketing, sales and negotiation activities.
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CONCLUSION AND RECOMMENDATIONS
It has been discussed in the above report that the marketing and sales activities are
highly affected by various internal and external environmental factors within the market.
External environmental factors such as economy, politics, legislation, society, technology
and ecological conditions influence the marketing activities of the organisation. Moreover,
it has been understood about 7Ps of marketing and strategies used by the organisation to
enhance their marketing activities. Along with this, certain recommendations have been
made for improving the marketing, sales and negotiation activities within a business.
Finally various skills have been demonstrated that can be useful and effective for creating
best marketing, sales and negotiation performance. Certain recommendations for the
organisation are provided to enhance its sales and negation activities through effective
marketing mix.
Marketing
Tactical Tools
Recommendations to each P
Product It can be recommended to Greggs Plc that it may broaden additional benefits
for purchasing goods, include warranty, conveyance & credit, post-purchase
follow ups, assistance services and various such facilities.
Greggs can also benefit from displaying new items which abide by the latest
patterns for the lookout. They should also realise various opportunities
which are presented in the market and act by launching new products which
help them capitalise on such opportunities.
Furthermore, they ought to examine newly launched goods in niche markets
before going for complete market.
It ought to augment its item portfolio, offering new product offerings to
satisfy client needs.
Price Greggs plc needs for presenting the limits and remittances, where it
conveys the down costs for the short time for drawing the consumer and
gain a share of market.
Also it must aspply mental valuing where it costs items so they appear for
being lower; for ex- it may value the item worth $100 as $99 as people this
to be less.
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Morever, it could show new products with a the cost entrance technique
where they offer the underlying lower cost than the contenders for
acquiring the piece of pie.
Place Greggs plc sought for opening up the shop by the web-based
entertainment , where they will sell the items on the stages alongside
virtual entertainment post.
It also ought to focus on development the web-based site to the such
extent that turns out for more easy to understand and simple in utilizing..
It must guarantee that it offers the items to big retail segments by the
private selling (Sleep, Lam and Hulland, 2018).
Promotion Greggs plc sought for recruiting the powerhouses by the online
entertainment such as bloggers or famous TV celebrities, and know them
for the promotions.
Along with this, it sought for starting the publicizing effort where the
reliable message is given to the consumers on all the stages of the media.
It should go by the various advanced promoting strategies for working on
web-based traffic on the site. These includes the flag ad, Search Engine
Optimization and making of the blog.
People Greggs Plc sought for giving motivations to the work by rewards for
meeting the targets, or by the commissions for extra sales profits earned.
Process Gregg Plc ought to utilize PCs all over to deal with its different cycle to
increasing effectiveness and ideal conveyance to customers.
They needs to continually search for ways of advancing and work on its
cycles with regards to effectiveness and price.
Physical evidence Greggs Plc ought to gather criticism from its customers with respect to its
grouping so it could help in betterment of this.
It also needs to put up its own stores where it gives a client accommodating
climate and feeling, empowering its customers to purchase its products.
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REFERENCES
Books and Journals
Aghlmand, R. and et. al., 2022. Implementation of green marketing frameworks based on
conceptual system designing by integration of PESTLE, classical Delphi and MCDM
modeling. SN Business & Economics, 2(8), pp.1-33.
Alanzi, S., 2018. PESTLE Analysis. Project Management.
Batat, W., 2022. The death of the traditional marketing mix (7Ps) and the rise of the experiential
marketing mix (7Es). In Strategies for the Digital Customer Experience (pp. 178-194).
Edward Elgar Publishing.
Bezaz, N., Himber, T. and Soulez, S., 2022. Marketing-Sales Alignment and Business Practices:
An Abstract. In Academy of Marketing Science Annual Conference-World Marketing
Congress (pp. 101-102). Springer, Cham.
Fraser-Arnott, M., 2020. The marketing mix in parliamentary library websites. Journal of
Library Administration, 60(8), pp.875-888.
Grassi, A. and Vallati, M., 2019, May. AI to Facilitate Legal Analysis in the PESTLE Context.
In Proceedings of the 2019 Emerging Technology Conference. University of
Huddersfield.
Hajizadeh, Y., 2019. Machine learning in oil and gas; a SWOT analysis approach. Journal of
Petroleum Science and Engineering, 176, pp.661-663.
Huangal Bobadilla, M. and Murga Fernández, J.M.D.C., 2019. Marketing mix apliado (7PS) y su
influencia en las ventas de la empresa Gamble Eventos SAC de Trujillo-2019.
Kumar, S. and Almoula, T.S., 2020. A comparative study of customer service level based on
service marketing mix (7Ps) in selected public and private sector banks in Bhopal, MP,
India, by using mystery shopping as a tool. International Journal of Financial Services
Management, 10(3), pp.239-267.
Richards, J., Guerrero, V. and Fischbach, S., 2020. Negotiation competence: Improving student
negotiation self-efficacy. Journal of Education for Business, 95(8), pp.553-558.
Sleep, S., Lam, S.K. and Hulland, J., 2018. The sales–marketing integration gap: a social identity
approach. Journal of Personal Selling & Sales Management, 38(4), pp.371-390.
Teoli, D., Sanvictores, T. and An, J., 2019. SWOT analysis.
Tran, M.D. and Nguyen, P.N., 2020. The impact of passion on sales performance: Is negotiation
a missing link?. Australasian Marketing Journal (AMJ), 28(3), pp.124-133.
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