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sales planning and operations: Marks and Spencer

   

Added on  2020-01-28

13 Pages3968 Words54 Views
SALES PLANNING ANDOPERATIONS

TABLE OF CONTENTSINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................11.1 Involvement of personal selling in promotion mix...............................................................11.2 Buyer behavior and their decision making process in different situations...........................21.3 Role of the sales teams in M&S, within the marketing strategy...........................................3TASK 3............................................................................................................................................43.1 Sales strategies developed in line with corporate objectives................................................43.2 Importance of recruitment and selection procedure .............................................................53.3 Evaluating the role of motivation, remuneration and training in sales management............63.4 Role of sales management in organizing sales activities and control sales output...............73.5 The use of database in effective sales management..............................................................8Conclusion.......................................................................................................................................9REFERENCES..............................................................................................................................10

INTRODUCTIONPresent report covers the area of sales and planning operations in business management.It is among the most integrated processes of business involving different methods of planningand managing the sales by its selling process which are to be used in different markets andenvironment. This includes an updated determination of resources that are focused to lead aproper inventory, sales and new production plans for successfully running of a business (Bichou,K, 2014). Sales and planning operations of a business plays a crucial role in making an effectiveposition in the industry. In this report, Marks and Spencer has been selected to conclude its salesand planning operations. It is one of the largest multinational retailing companies that deal inselling cloths, home products, food and other luxury items. It is originally a British company,headquartered in London. Being a retailer in the leading industry, Marks and Spencer too needsto ensure its efficiency in developing strategic plans.TASK 11.1 Involvement of personal selling in promotion mixPersonal selling is a process of making an oral communication with the potential buyersin order to sell a particular product. Retailer companies like Marks and Spencer often use it tomake an effective sale of their products and services (Miller, 2012). Personal selling starts withmaking a relationship with the prospective buyer with a focus of making an attempt to close thesale. It is a process in which an individual sales person starts with a customer in order todetermine a product that is matching the needs and demand of that customer. Retail industryregularly practices such sales discipline with following certain rules which includes-Prospecting which means finding new customers and asking questions to them like whatkind of product customer wants to buy and for what purpose.Communicating refers to approaching both existing and potential customers foraddressing and identifying their concerns about the product and services and further,sough-ting it out.Selling the product is the next step after successfully molding the customer towardsservice in order to close the sale.Servicing is to provide support in making a proper delivery or even post sales.1

Information gathering is the final step of asking for feedback by ensuring customer'ssatisfaction.Personal selling is an important promotional tool which effectively supports the marketingstrategy of promotion mix. Promotional mix mainly consists of personal selling by using directmarketing procedure of advertising and gaining public relation. It is generally carried out by themarketing team for successfully reaching towards company's goals and objectives. Promotionmix is the final element of marketing which increases the sales. It is a process of convincingcustomers by efficiently presenting them the information about a product.1.2 Buyer behavior and their decision making process in different situationsBuyer's behavior describes the behavior of a consumer in making decision whilepurchasing goods. It is an accurate process for the marketers to successfully determine thecustomer's needs and demand. Once after considering the same, a marketer can easily approachthe prospect and lead to a closure of sale. The behavior of a consumer can easily get affected bycertain personal, psychological, social and cultural factors. Thus, M&S too needs to considersuch characteristics at the time of planning and generating a strategy which is further classifiedas below-Personal factor is unique to every person and it differs person to person depending uponthe age of person and place where he is residing. As a result, M&S manufactures itscloths for all age groups and attract people as per their individual choices.Psychological factor covers numerous aspects like lifestyle, personality, attitude, motive,perception, ability and knowledge of a person. M&S has successfully built a reputedposition in the market by adopting present fashion needs and preferences in theirproducts. It suits different personalities matching to the attitude of a person and togetherserves the motive of an individual.Social factors include roles of a person and their family influence. It relates to the homeproducts of M&S where people generally prefer to choose products sustaining the needsof their family (Kaplan and Atkinson, 2015). Opinion leaders also play an effective rolein influencing people towards the product of their choices or the one for which they areadvertising. Major retail companies appoint famous opinion leaders for advertising theirproducts to the public. It sometimes proves to be a great marketing strategy in order toincrease the sales of a product.2

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