Sales Planning and Operations

This document provides an overview of sales planning and operations, focusing on topics such as personal selling, buyer behavior, sales strategies, recruitment and selection, and motivation and training in sales management. The content is based on the case study of Tesco, a leading retail brand in the UK.

SALES PLANNING AND OPERATIONS

Table of Contents
INTRODUCTION.....................................................................................................................................4
TASK 1....................................................................................................................................................4
1.1How personal selling supports promotion mix..............................................................................4
1.2 Affects of buyers behaviors and decision-making process on Tesco...........................................5
1.3 Analyzing role of sales team in marketing strategy of Tesco.......................................................6
TASK 2....................................................................................................................................................6
ATTACHED IN PPT.........................................................................................................................7
TASK 3....................................................................................................................................................7
3.1 How to develop sales strategies in line with corporate objective of Tesco..................................7
3.2 Importance of recruitment and selection......................................................................................7
3.3 Role of motivation, remuneration and training in sales management...........................................8
3.4 Explanation how sales management organise sales activity and control sales output..................9
3.5 Explain use of Database in effective sales management..............................................................9
TASK 4..................................................................................................................................................10
4.1Develop sales Plan......................................................................................................................10
4.2Investigate opportunity for selling internationally......................................................................10
4.3Investigate opportunity for using exhibitions or trade fairs.........................................................11
CONCLUSION.......................................................................................................................................11
REFERENCES........................................................................................................................................13

INTRODUCTION
When sales are initiated, planning is the pre-requisite condition to make activities of
marketing effective and efficient. In most of the business organizations sales planning and
operations plays an important role to increase sales of products and services in a firm.
Promotional activities and strategies are key drivers to sell a product or a service. The biggest
challenge for business organizations in the current business scenario is to increase sales of
their offerings. In the present context thousands of companies are operating in the same
industry. This depicts high competition in the industry (Lim Alpan and Penz, 2014.). Each of
the firm faces tough competition. To face this cut throat competition, firms needs sales
planning and operations. The possession of products is transferred with sales. Planning in
simple terms is to determine what is to be done and what should not be done. These
challenges can be met through effective and efficient sales planning and promotion. The
present report is made on sales planning and operations for which Tesco is being taken into
context which is a leading retail brand in UK. The famous supermarket offers products such
as books, clothes, electronic items, furniture, toys, petrol, financial services, telecoms,
internet services software etc. The report is going to highlight the impact of customer
behavior and decision making process on chosen retail company. It will also throw light on
how the firm develops its sales strategies aligned with its corporate objectives.
TASK 1
1.1How personal selling supports promotion mix
Personal selling process is the process in which a firm sells its products and services
in a direct manner to the customers by taking use of its staff. The employees of firm try to
know the needs and want of customers and meet them with full satisfaction. They also try to
inspire customers to purchase their products and services. Promotion refers to increasing the
amount of sales amount. Promotional mix is the combination of different variables which
fosters amount of sales (Bichou, 2014). This consists of advertising, sales promotion, public
relations, personal selling etc. out of all the four components, personal selling supports
promotional mix on a wider scale. Most of the organizations focus on personal selling.
Personal selling supports promotion mix in terms of two way communication, relationship

building, better influential, better reactions, qualities of an effective sales man such as
physical qualities, psychological qualities, mental qualities, social qualities and many more.
For personal selling the sales man of the quoted organization should have traits such as good
memory power, appropriate presentation qualities, good character, and loyalty (Kenworthy,
2013). All these qualities are very supportive in making the promotion mix of the mentioned
organization a success. To understand how personal selling supports promotional mix, here
are the following points:
 Advertising: It is the procedure of giving information to the customers about the new,
present or prospective products or services. Customers take out information about
products regarding their features, price, quality standards, permanence and many
more. Cited firm take use of this element of promotional mix to boost up its sales.
Personal selling also comprises of some advertising activities.
 Personal selling: It is one of the popular process to sell product directly to the
customers. In this, chosen retail firm tries to build direct relationship with its
customers. Thus, it has good chances to attain more and better information from the
customers.
 Public relation: Public relation is a good method to increase sales. Under this,
customers are given the latest information about the products and services of cited
organization. Personal selling is an effective means to keep and maintain healthy
public relation (Garcia-Sabater Maheut and Garcia-Sabater, 2012).
1.2 Affects of buyers behaviors and decision-making process on Tesco
For effective sales of a product or service, Tesco needs to understand and know how
buyers behave when they purchase their products or services. It needs to study consumer
behavior which consists of assessing what type of products buyers purchase and how and
when they decide to buy a particular product among many choices (Swink and et. al., 2014).
Tesco will have several affects which can be understood with the below elaborated points:
 Marketing: Mentioned organization mostly studies consumer behavior for
determining when, how and where it has to market its products and services. For
instance, if the firm tries to design products for household use then it has to make
commercials, social media pages and promotional activities to increase its sales. The
firm also sells books. For this it will promote in colleges, schools and universities or
use its social media page such as face book.

 Product development: Consumer behavior also makes impact on deciding what
products or services are to be offered by the cited firm. When the mentioned
organization knows what their customers purchase and in what manner they go about
purchasing products, it is more convenient for it to identify their need which is not
satisfied (Ross, 2015).
 Customer services: When the cited organization is able to know how their
customers behave for the products which it is selling, it will be able to develop a
better understanding regarding what should be provided to them which will grow the
possibilities of making them to visit stores again.
1.3 Analyzing role of sales team in marketing strategy of Tesco
The role of sales team in marketing strategy of Tesco is vital for making it a success.
It plays an important role to increase volume of sales. The role of sales team in marketing
strategy of Tesco is mentioned below:
1. Sales team provides home delivery services to customers of Tesco
2. The sales team of cited firm inspires buyers to purchase its products and services.
3. Sales team makes contacts with buyers ad gathers information about products and
services (Ingram and et. al., 2012).
4. It helps in promotion of products and services.
5. It assists in distributing information to buyers.
6. Sales team of mentioned retail organization follows the marketing strategies and then
takes use of resources according to it.
7. It is supportive in increasing the brand image of quoted company.
8. It also helps in increasing revenues of firm.
9. Sales team works in a diligent manner for making a loyal and trustworthy customer
base.
10. Sales team of cited organization works in providing customers with latest and
updated information about the offerings of cited firm (Mahadevan, 2015).
All the aforementioned activities of sales team are very much essential for quoted retail
company.
TASK 2

ATTACHED IN PPT
TASK 3
3.1 How to develop sales strategies in line with corporate objective of Tesco
Sales strategies are the premeditated approaches for attaining sales targets of cited
firm through making policies, order generation, potential identification, presenting sales. The
objective of sales strategies comprises of increase in customer loyalty, making growth in
closeting ratio, lessening sales cycle, figuring out effective methods for facing competition, to
assists growth of product or market and helping to differentiate products and maximization of
competitive benefits (Kumar and Srivastava, 2014). The corporate objectives of Tesco are the
aims which facilitates in directing for activities to attain the mission and vision. In formal
words, objectives are the statement of intentions while goals are quantitative targets. Tesco is
retail and Grocery Company which offers a varied range of products. The cited firm
integrates its products and service with the corporate objectives. Sales strategies of quoted
firm supports in improving customer loyalty and growth in sales and profits. They are
formulated in such a manner that it reflects in its corporate strategies along with meeting the
needs of client and customers. Cited firm develops it sales strategies by conducting market
research and market survey of its products and services (Singh, and Lee, 2013). The sales
strategies of the close rival retail organizations are also taken into account which is aligned
with corporate objective of quoted organization.
3.2 Importance of recruitment and selection
Recruitment and selection is a very essential function in any business organization.
The devotion, dedication, efforts and contribution of employees defines the success and
growth of an organization. Recruitment and selection process is helpful for firms to select the
most appropriate employee which will be fruitful for the organization. Recruitment refers to
creating a candidates pool from which an organization is can chose the needed number of
employees. While, selection is the selection and appointing the most appropriate candidate
from the pool which is created (Lim Alpan and Penz, 2014). The recruitment and selection of
employees in sales team in Tesco is done with use of various techniques. They are helpful for
the human resource managers of cited firm for identifying and selecting the individuals which
are most suitable. The entire process begins with giving an advertisement for the vacant post
by designing a detailed job description and person specification which is required for the job.
There are various techniques which are adopted by mentioned organization for selecting the
needed number of staff from the talent pool which is created. To recruit employee in sales
department is very different from the normal recruitment procedure. For example, if an
employee is to be selected for an administration department then the HR professionals of
mentioned firm will look into their relevant background but if an employee for sales
department is to be chosen then their communication skills, energy level, capabilities to work
even in pressures etc. The cited firm’s success depends on the sales and growth in sales
(Bichou, 2014). If organization does not assures increase in sales then all the efforts of
employees will go in waste. Thus, recruitment and selection process is supportive enough for

getting right employees with sufficient abilities and potential. Therefore, recruitment and
selection bears great importance for sales and operations for chosen retail enterprise. To
recognize the significance of recruitment and selection the following issues can be
highlighted:
 The sales team plays a major role in fulfilling goals and objective of firm. They are
important for growing revenues for the quoted organization.
 If the recruitment and selection in chosen firm is fair and just, it supports to have the
right person and disallow wrong individual with a motive of reaching sales targets.
 When the recruitment and selection of the quoted firm is effective and efficient then
there are more chances of hiring and retaining capable, potential, contended and
talented staff.
 If there is perfect and just recruitment and selection then it also contributes in
polishing and improving the reputation and image of the mentioned company
(Mahadevan, 2015).
3.3 Role of motivation, remuneration and training in sales management
Sales planning and operations is the procedure under which Tesco manages all
activities linked to sales for assuring that sales strategies are executed in an efficient manner.
The key objective of sales management procedure is to attain sales goals and objective by
appropriately implementing sales strategies (Ross, 2015). Sales management of Tesco takes
use of several techniques like motivation, remuneration and training for managing sales and
its related activities:
 Motivation: The cited firm motivates its sales team by improving environment in
sales, arranging constant meetings with the team mates, giving appraisals and
incentives to those employees who perform well. It also provides recognition to those
employees who give an outstanding performance and tries to maintain cordial
relationship with the team members. It then leads to improved sales figures because of
improved performance of staff and better application of sales strategies along with
increasing profitability and improving the brand image of cited firm.
 Remuneration: Remuneration is that system under which staff of quoted firm
appraises or recognizes for their goof performance. Those employees who show better
performance in financial year or the present quarter are given appraisals and
increment in their salary (Singh and Lee, 2013). This in turn increases morale and
motivation of staff and their interest to work even harder.
 Training: Training is a procedure under which present staff of chosen retail firm
enhances their knowledge and skills in those departments in which they work. It
facilitates the employees in increasing their performance and productivity by taking
use of their newly imparted skills and knowledge. It leads to allow the sales
department to execute sales strategies with more efficiency and effectiveness.

3.4 Explanation how sales management organise sales activity and control sales output
Tesco Company can arrange all sales activities of purpose of enhance its sales and
conduct sales conferences so, they can easily make discussion regard to sales plan. In these
all the member of sales team come together to express their suggestion as well as views for
the aim to improve company’s sales. The strategic decisions can be taken in these process and
facilitate them to forecasting sales to make plan (Kumar and Srivastava, 2014) Future sales
can be known through analysing previous sales of company’s product as per these activities
carried out accordingly. Therefore, before implementing sales activity company first design
and planned all the activities in an effective manner. They also make sales budget to carried
out sales activity smoothly and the sale manager estimate future profit by utilize company’s
past data.
Sale management control all the sales activities through analyzing the Tesco’s staff
member performance and it success. Thus, obtaining all the sales information regard to sales
activity to make further improvements and control sales in a desired manner. Along with that,
they also analyse employee’s performance level, target achievements, ROI and clients
feedback. As per this, the shortcoming of sales activity can easily identify and sales
management can make effective decision for improvement in sales plan. It also facilitates
them to effectively control sales results to meet company’s requirement. Further, sales
manager of Tesco company set the target first and prepare sales budget as per this they allow
sales team to carried out sales activity by focus on customer’s needs. There is an also require
to indentify opportunity in the target market and understand market conditions. Therefore,
from all those information sales strategy has been select by company to improve sales activity
and effectively control sales output.
3.5 Explain use of Database in effective sales management
Advancement in the ICT Technology provides facility to most of companies to keep
record of all useful information on machines rather than kept them manually. Earlier,
organisation manage sale record on books which consume more time in analyze data and
gather data when it required. Therefore, use of Database management helps Tesco Company
to store and access data as well as make reports faster. The sale manager of a company use
these database to effectively store sales’ product information that involve customer names,
date when they purchase product etc (O'Reilly, Kumar and Adam, 2015). It facilitates them to
know company’s financial position through estimating firm’s turnover and make effective
decisions for future time period. .
Along with that, use of database assists the sales management to keep all the sales
record as well as customer information in most effective manner. In this process the
information is storing, recording and analyzing to increase sales in appropriate manner. Thus,
it also help company to gather information regard to customers, also finding out potential
target customers and all the details regard to company’s sales product. According to this, they
can easily target individual customer and increase their profitability. It also help Tesco
company to make sales report that shows efficiency of each sales person to attain targets,
estimate sale’s future and develop sales budget as well as make improvements in production

process. The main benefits from database is to make solution by sales management to detect
the problem if, arise within workplace.
TASK 4
4.1Develop sales Plan
Tesco Company establish a sales plan for the purpose of expand business in Indian target
market that can be describe as follows-
Products Price Promotion Place Distribution Channel
Clothing ,
electronics
and toys
product
Competitive
pricing
strategy
 Social media
 Advertising in
Newspaper and
magazines
India  Middlemen
such as
retailers,
wholesalers
and dealers
 Online portals
 Set goals- The main objective of Tesco company is that to increase sales by
expanding business in developing countries
 Sale profits- To increase sales 60% from previous turnover of company
 Time Frame- 2 year
 Budget- £60,000
 Promotional Strategy- Advertising on newspaper and place information on social
media
 Marketing Strategy- Market mix
 Place- India
Tesco Company develop a sales plan in developing country India under which they promote
their products such as electronics, cloths and toys etc with the help of advertise on magazines
and online platform etc as well as trade fairs. According to this, firm enhance sales 60% by
selling products on target market with the help middle and third intermediaries.
4.2Investigate opportunity for selling internationally
Globalisation gives an opportunity to all the businessmen who want to sell their products or
services and operate their business function across borders. It is a best platform through which firm
able to expand their business effectively and also survive for a longer time period. Thus, Tesco
Company investigate a growth opportunity to sell its goods internationally and finding out areas in
developing countries where they can easily promote their services. Along with that, they cannot
survive in one country market so, they decide to expand organisation in other developing market. It
gives them various benefits to increase their profitability and productivity in effective manner. The
company deal in various products such as groceries, electrical, clothing and books etc in the UK
market and they found that the selling is very limited. For this reason, they want to expand their
business in Indian market and generate a large amount of revenue from developing country.
Therefore, before establishment the marketing manager of organisation conduct market research on
Indian target market so, they can easily forecasting customer’s demand so, they can easily attain their
objectives by selling its products at global level. Thereafter, the first step is taken by company

regarding selling internationally they open their online Web store under which they sell their product
or services in the Indian market. It facilitates them to know the customers demand. Accordingly,
Tesco Company successfully establish their business function and operation in developing
country but they first test customer demand in Indian market. Thus, it minimizing the risk factor and
they can easily operate business in this market that directly leads to increase in profits. Further, Indian
people are huge demand of clothing product as they accept traditional and modern dress and students
like to read books to enhance their knowledge (Meyr, Wagner and Rohde, 2015 ). Thus, research
conduct marketing manager help them to design the sale plan at global level and given them an
opportunity to sell product in most effective manner.
4.3Investigate opportunity for using exhibitions or trade fairs
` Exhibition or trade fairs is the best place to display products or services to a large
customer and attract them so, they can easily buy in future time period. In the developing
country like India, nowadays most of the firms promote their products by trade fairs as most
people visit or attend exhibition. Thus, in these exhibition customers visit place to see product
but not buy them at the same time and keep name of company to purchase in future. It
facilitates audience to make comparison of various brand product with the Tesco company on
spot so, they can easily understand difference among quality of product.
Tesco Company can expand their business in Indian market through adopting Trade
fair as this activity facilitate them to promote their brand product. Along with that, they can
easily retain a large number of customers from this exhibition and it is most effective
approach to increase profit (Talk, 2016 ). Along with that, crow obtains information about
product at single place and gain advantages from the business environment. It also facilitate
firm to interact with the customers and analyse their behaviour as well as needs regard to
goods. As per this, they can easily satisfy their needs in future by establish product through
analysing that leads to enhance customer base.
Trade fair gives the high level of confidence to organisation for expanding their
business as these fair already help them to know customer demand. As per this, they analyse
their needs with their product gives them an opportunity to modify the product as per clients
requirement. Tesco Company placed their product in the Indian market to know people taste,
preference, lifestyle and habits etc. It able them to establish goods as per the desire of
audience and sell them in target market that directly leads to increase sales of its products in
most effective manner.
CONCLUSION
Summing up the whole report, it has been concluded that Tesco Company wants to
expand its business in developing country like India. For this, they adopt promotion
techniques through which they can able to attract a large number of customers towards their
product. Further, they provide various benefits to the workers to enhance their confidence
level so, they can effectively put their efforts in its jobs. It assists them to establish a high-
quality products and increase satisfaction level in customers. Tesco firm develop a sales plan
for 2 year to expand their business operation in India and also they promote its goods through

advertising in newspaper and also trade fair. Therefore, before implement plan they first
analyse customer response through online selling if it is good than they open their store in
developing country. It minimizing risk factor and able them operate their business operations
in effective manner.

REFERENCES
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