Sales and Marketing Plan | Report

PLANNING AND IMPLEMENTING SALES
AND MARKETING STRATEGY

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1: SALES AND MARKETING PLANNING.....................................................................1
REVIEWING CURRENT SALES AND MARKETING PLAN....................................................1
The link between corporate strategy and marketing strategy......................................................1
Method for setting sales and marketing objective.......................................................................1
Method for implementing marketing and sales strategy..............................................................2
Method of monitoring..................................................................................................................2
NEXT YEAR PREPARATION......................................................................................................2
Sales and marketing planning......................................................................................................2
Scope of Sales and marketing planning.......................................................................................3
Role of situational analysis..........................................................................................................3
Future challenges effect...............................................................................................................3
Strategic model............................................................................................................................4
Technological advances...............................................................................................................4
Selecting criteria for evaluating the strategic option...................................................................4
Implementation method...............................................................................................................5
Sales strategy to operation...........................................................................................................5
Monitor the sales and marketing plan..........................................................................................5
The relevance of sales and marketing theories to SME...............................................................6
CONCLUSION................................................................................................................................6
REFERENCE..................................................................................................................................7

INTRODUCTION
This report is based on the case scenario in which sales and marketing plan for ABC
retail (a fictitious company) will be considered.
TASK 1: SALES AND MARKETING PLANNING
REVIEWING CURRENT SALES AND MARKETING PLAN
The link between corporate strategy and marketing strategy
Corporate strategy is related to the marketing strategy. Corporate strategy possesses
corporate actions of a firm that are required in order to accomplish the objective of the company.
On the other hand, marketing strategy possesses marketing actions that help in attaining
corporate strategy. For example, with the help of sales strategy manager of ABC retail can get an
idea about the amount of production which it needs to be made in order to fulfill the demand of
customers in the market. Thus, on the basis of a given strategy only firm can plan its corporate
strategy (McCamley & Gilmore, 2018). As per the sales strategy, the manager will need to plan
its corporate actions in the form of the amount of material it needs to order with an aim to fulfill
the sales demand. Similarly, corporate action is also taken in the form of assessing the level of
staffing as per sales demand. However, it is to be evaluated that if sales strategy is not correctly
framed then this will have an impact on the corporate plans of the firm.
Method for setting sales and marketing objective
SMART (Specific, measurable, attainable, realistic and time-bound) criteria are being
regarded as one of the most effective methods with the help of which primary sales and
marketing objective for the company can be set. This method is effective because it gives clear
direction to the firm regarding the aim that it needs to attain. To raise the sales of ABC retail by
20% till the year 2012 is the example of a SMART objective setting method. However, it is to be
critically evaluated that the SMART method will work well if the firm will have a thorough idea
about its department as well as company capabilities. Here, if the manager of ABC retail will not
have an idea about its product production capacity and set such type of sales figure then the
given method will be proved as ineffective.
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