Role of Marketing Strategies in Operational Sales

Added on - 24 Sep 2019

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Running head: OPERATIONAL PLANOperational PlanName of the organizationName of the StudentAuthor note
1OPERATIONAL PLANTable of ContentsIntroduction......................................................................................................................................11.1 Organization’s business and marketing strategies inform operational sales planning..............12.1 sales forecasts by historical sales data.......................................................................................12.2 Sales forecasting techniques......................................................................................................32.3 Use of sales forecasts in setting sales objectives and targets.....................................................33.1 Time plan for establishment of objectives and targets for sales................................................43.2 use of sales forecasts to set objectives and targets of sales.......................................................54.1 operational sales plan.................................................................................................................74.2 Allocation of sales territory.......................................................................................................84.3 Business case to obtain the resources........................................................................................85.1 Communication of the operational plan....................................................................................85.2 Monitoring and control of operational sales plan......................................................................96.1 Variance that may occur in implementation of operational plan...............................................96.2 Identify contingency plans.......................................................................................................106.3 Procedures to deal with unforeseen Variances........................................................................10References......................................................................................................................................12
2OPERATIONAL PLANIntroductionMcDonald is one of the largest global food service retailer with over 36,000 locations inmore than 100 countries. McDonalds has been able to become one of the largest fast food retailerin Bahrain also. One of the most special reason behind the achievement of McDonalds is thatalmost all of the eateries are owned and run by independent local specialists. The organizationalso manages a huge number of franchisees. Further, the company follows a strong promotionaland marketing strategies for determining sales and revenue of the brand over the years(Mcdonalds, 2018). The paper discusses the role of marketing strategies in operational sales ofthe brand. Further, a new operational plan is made according to the sales forecast of the brand.1.1 Organization’s business and marketing strategies inform operational sales planningOperational sale planning and also sales forecasts has to be aligned with the marketingstrategy of the organization. This is because the revenue that is generated in the firm is thefunction of profitability targets and this makes it important for aligning corporate strategy withoperational sales (Janssens et al., 2015). McDonalds has been involved in strong marketingstrategies since the day it has been in business. The marketing strategy of the firm has beenalways focused on operational sales (Mcdonalds, 2018). This is because the advertisingobjectives of the company was to make the consumers aware of their items. This has made themcapture most of the markets with wide range of products. This also included sales promotionalstrategy such as contests, programs, functions and also distribution and others. All this has beentargeted towards operational sales.
3OPERATIONAL PLAN2.1 sales forecasts by historical sales dataAccording to the report byMarketscreener (2018)it is seen that the sale of McDonaldshas been hampered by various issues such as in store cultures and others that reduced their salestarget. It is evident that the sales of the brand reduced from 27441 million USD in 2014 to 22820million USD in 2017. This shows a huge reduction in the sales. The brand is coming up with newmarketing and operational strategies that can help them increase their sales in future and preventthe sales rate to fall further. However, continuous negative incidents impacting the brand andshutting down of stores has estimated the sales rate to fall further to 21156 million USD by 2020.However, the operating profit is estimated to increase to 9854 million USD in 2020 from 8856million USD in 2017 (Marketscreener, 2018). However, in order to increase sales in the futureand increasing operating profit it is necessary that the organization plans out an operational planand make their business profitable. Even though the sales forecast is seen to reduce in future, thebrand aims to keep itself profitable my managing increased operating profit and increased salesrate.
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