Sales Development and MERCHANDISE TABLE OF CONTENTS INTRODUCTION

SALES DEVELOPMENT AND MERCHANDISE TABLE OF CONTENTS INTRODUCTION 1 TASK A1 a) Discussion on ranges of contributions to sales and profit elements in the product mix (1.2) 1 b) Accessing the contribution of market segmentation in maximising sales (1.3) 2 TASK B3 a) Description on the factors affecting behaviour of buyer (2.1) 3 TASK C5 a) Description on evaluation of personal selling technique and (its recommendation for improvement (4.1) 5 b)

SALES DEVELOPMENT
AND MERCHANDISE

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK A...........................................................................................................................................1
a) Discussion on ranges of contributions to sales and profit elements in the product mix (1.2)
................................................................................................................................................1
b) Accessing the contribution of market segmentation in maximising sales (1.3).................2
TASK B...........................................................................................................................................3
a) Description on the factors affecting behaviour of buyer (2.1)...........................................3
TASK C...........................................................................................................................................5
a) Description on evaluation of personal selling technique and its recommendation for
improvement (4.1)..................................................................................................................5
b) Discussion on influence of operational design on sales revenue (4.2)..............................5
TASK D...........................................................................................................................................6
Covered in PPT.......................................................................................................................6
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Sales focuses on selling product to individuals in retail environment. In this, sales can be
termed out as an activity in which goods and services are sold to create profit. In addition to this,
selling activities will cover acquisition, appropriation, requisition and direct interaction with
buyer at the point of sale. It is translation between the two parties in which buyer receives the
goods, services and assets in exchange of money (Gregory, Ngo and Karavdic, 2017). The
present report is based on having proper development in sales development and merchandising
activity in a proper manner.
Moreover, this assignment is describing business activities of Hotel Hilton UK, which is
global leading brand it focuses on customer’s experiences and its requirements so that firm can
become popular in market. Hapsari (Stoffers and Gunawan, 2017). In addition to this, this report
will cover the things there are elements of products, external merchandising in order to maximise
customer volumes, evaluation of differed promotional activities and define number of key
principles for effective training so that issues in relation to sales can be sorted. Moreover, it can
be termed out as an agreement between the buyer and seller for the security of brand.
TASK A
a) Discussion on ranges of contributions to sales and profit elements in the product mix (1.2)
In this, term product can be termed out as product assortment and it is referred as total
number of product which company offers to its customers. It refers to a variety of products that is
offered to customers. In this, product mix is that group in which company uses to sell their
products in market. The product line of company must be unique so that it can attract customers
in market. In this way, there are four dimensions of product mix that is as follows: -
Width- In this, width or breadth of firm product mix refers to number of product lines that is
manufactured by firm. It consists of different categories of goods and services. (Itani, Agnihotri
and Dingus, 2017). It can be understood by giving an example if company produces soft drinks
and juices that means it is having two product mix.
Depth- It will be inclusive of number of copies or the number of items that is available to
customers to choose from. In this, depth is referred as variants of product in the line of goods and
services.
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Length- In this, there are number of product lines and it also inclusive of collection and services
so that each thing can be done in a systematic manner. It can be understood by giving an
example if company is having 5 products and then 10 sub categories of that product line. So in
this total number of product offered is 50.
Consistency- it refers to how various products are interrelated to each other. Also, it includes
distribution channels. In this, it can be said that the less variations in products, more they are
consistent to each other (David, David and David, 2017).
There are four P's of marketing and it will be inclusive of product, price, place and
promotion. It is discussed as below: -
Product- In includes the goods and services that is offered or produced by companies for their
customers. They are produced by identifying the needs of customers in different markets.
Price- it refers to the price of product or service that will be paid by customers. The price of
product is based on cost and customers buying power. Pricing policies are always determined
according to market condition so that it becomes easy to change prices accordingly.
Place- It means the place where goods and services will be available to customers. The place
must be determined in such a manner so that more customers can be attracted.
Promotion – it includes the promotion strategies that are developed by business in order to sell
their products. These strategies help in attracting people to purchase products and increasing
sales.
b) Accessing the contribution of market segmentation in maximising sales (1.3)
Market segmentation refers to the division of department to attract a large set of
customers in the market. In this, it can be said that the ability to segment market is assistive for
the success of Hilton (Kang and Kim, 2017). To increase the profitability of Hilton, they must
use three vital levels of segmentation that are as discussed below-
Structural market segmentation- This is known for the structural segmentation of a market
which usually identifies attractive business opportunities in the market to make better
investments. In this, it can be said that structural segmentation provides a road map for an
effective allocation of allocation of the resources, including product development and sales. This
also involves supporting the resources to generate a high amount of revenue.
Needs based segmentation- It is essential to bring some sort of development in the existent
products and services in terms of invention. With help of such developments in the products and
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services, the customers can be easily attracted towards purchasing new offerings in the market
which is in turn satisfying their needs. In this, it is essential to make proper evaluation in the core
competencies of the firm so as to assess their technological capabilities for fulfilling the
identified wants and needs of the customers. With proper identification of customer’s needs and
demands, there can be an overall development in the offered goods and services (Angell and
Kraemer, 2017). Due to less technological advancement, there can be both positive and negative
impact on the growth and sale of the enterprise.
Sales effectiveness segmentation- It focusses on the undertaking of effective resources and is
most likely to encourage customers to buy the newly introduced products. In this, a vital concern
is to stop investing time and money on customers who are not attracted towards the offered
services of the entity. It rather encourages to focus on spending the valuable resources on those
who may show some sort of interest towards purchasing the newly proposed services. It thereby
states the need of targeting those customers who are evident to buy the modified products and
services and which also meets their expectations.
TASK B
a) Description on the factors affecting behaviour of buyer (2.1)
Behaviour of customer is an attempt which works as to makes the better understanding &
predicting human actions in the buying role. Behaviour of the customer need to be managed well
so that the commodities can attract the customers in market. Hence, there are number of factors
which are impacting the behaviour of customers in market, it has been discussed in below
context as are-
Cultural factors- In this, cultural factors affect the buying behaviour of customers. In this, the
roles are played by the buyer’s culture, sub culture, social class and all other things are very
important. It is the most fundamental determinant of needs and wants of the customer in the
market. It can be defined in the two components as are-
 Sub-culture- It is the term and it will be inclusive of nationalities, religions, racial groups
and Geographical regions. This sub-culture makes the important market segments so that
potential customer can be targeted and thing can be done in better and efficient manner.
 Social class- In this, social class are relatively homogeneous and its enduring division in
the societies (Möller and Halinen, 2018). It is need to be hierarchical ordered and in this
members share the similar views, interest and behaviour. It cannot able to reflect the
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income alone and in this all those indicators are need to be noted as occupation, education
and area of residence.
Social factors- This term will be consisting of following factors as are-
 Reference groups- In this, person reference groups consist of all those factors which
have direct and indirect influence on person attitudes or behaviour. With help of making
the groups there can be direct influence on person and it can be called as membership
groups.
 Family- It is the most essential as they are one of crucial term in which consumer buying
organization in society. It is one of the most common influential term.
 Role and statuses- In this, the family, clubs and organisation can be defined as role and
status. In this term, it can be said that role is the consist as some activities which will be
expected by the customer to perform.
Personal factors- In this, it can be said that the buying decision also influenced by the personal
characteristics. It will be inclusive with the buyer’s age, occupation, economic circumstance,
personality and self-concepts. It will be discussed in below context as are-
 Occupation- In this, marketers will try to identify the average interest in the products and
services. Thus, the company can specialize it products for certain occupation groups.
 Lifestyle- In this, people come from the same social class, cultures which may lead to
have differed lifestyle (Etter, 2014).
 Economic circumstance- Under this, product choices are greatly affected by the
economic circumstances. Thus, economic stability means the term which reflect the
spendable income of an individual, saving and assets.
Psychological factor- In this, buying choices of buyers greatly influenced by the factors, which
has been discussed in below context as are-
 Motivation- In this, person has many need at the given time. Under this needs becomes
the motive. Motivator researcher holds that each product is capable of arousing and to
full fill the unique set of customer in market.
 Learning- It works as to changing in the behaviour of the individual which arising from
the experience and with the help of it positive reinforcement can be achieved (Gregory,
Ngo and Karavdic, 2017).
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 Perception- It is process under which individual selects, organize and interprets the
overall activities.
TASK C
a) Description on evaluation of personal selling technique and its recommendation for
improvement (4.1)
Personal selling will work to involve the selling person to person communication process.
It plays dominant role in industrial firms so that each activity in market can be processed
effectively. In this, ability of sales force to provide feedback information regarding the differed
competitive programmes. In this way, there are some recommendation which helps to improve
personal selling in market and it has been discussed in below context as are-
 The sales manager of the enterprise should treat the customers effectively. In this, smiling
and eye contact are essential to maintain success in business enterprise.
 Effective sales manager of an enterprise must hire best talented employees so altogether
effective operation can be operated (Kang and Kim, 2017).
b) Discussion on influence of operational design on sales revenue (4.2)
There are some factors which works as to accelerate the growth of an enterprise for
longer period. It has been discussed in below context as are-
 In this selling activities is need to be carried out effectively so that growth of firm can be
maximised for longer term.
 Under this, sellers must align their sales and marketing process activities in the
systematic mode so that they are able to meet out the expectation level of the buyers in
market.
 In order to have achievement of higher profitability the firm need to track the
performance of marketing and sales offer department so that all activities can be carried
out effectively (Ross and Lozano-Rojas, 2017).
Under this, it can be said that the targeted capabilities of intelligent data enabled works as
to implement those techniques which helps to make direct interaction with the customers. It
helps to maintain the long terms sustainability of the buyers in market.
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TASK D
Covered in PPT
CONCLUSION
Based on the above notions, it can be affirming that sales development and
merchandising activities are both relay on each other. Sales can be termed out as an activity
which works as to selling number of goods and services and it is to be sold in given period of
time. The present assignment is based on business activities of merchandising. In addition to this,
components of products ranges, roles and sales of merchandiser and its evaluation about the
personal selling technique. The main aim of report is to carry out firm activities systematically so
that sales development can be process and enterprise can maximise its long term profitability. It
has been done in 4 essential parts with a foremost section demonstrating the elements of product
in the chosen hospitality enterprise. Another unit has described such effective techniques that are
usually used in external sales development. Followed by which, the 3rd division illustrated the
role played by the staff in enhancing the sales. Lastly, it has elaborated the apply the principles
of selling and development of sales within the industry of hospitality in UK.
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