Sales Development and Merchandising for Organization Growth
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Added on 2020-01-21
Sales Development and Merchandising for Organization Growth
Added on 2020-01-21
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SALESDEVELOPMENTANDMERCHANDISING1
Table of ContentsIntroduction..........................................................................................................................................3Task A Describe the elements of the product in a business and services context.................................3a) A discussion about the key components of the product and how the product mix contributes to sales and profit (1.1 and 1.2)............................................................................................................3b) An assessment on how market segmentation contribute to maximize sales (1.3).......................4Task B Describe the external sales development techniques ..............................................................5a) A discussion about the factors affecting buyer behavior (2.1).....................................................5b) An assessment of the advertising media that could be used for sales development situations (2.2)..................................................................................................................................................6c) An evaluation of the use of external merchandising to maximize customer volumes (2.3)........7Task C Describe the internal sales promotion and merchandising ......................................................8a) An assessment of the influence of design and layout on customer spending (3.1).....................8b) A review and evaluation of the effectiveness of internal merchandising materials (3.2)............9c) An evaluation of different promotional activities according to different scenarios (3.3)..........10Task D Describe the role of staff in maximizing sales.......................................................................10a) An evaluation of personal selling techniques (4.1)....................................................................10b) A discussion about the influence of operational design on sales revenue (4.2).........................11c) Key principles that should be included in a sales training programme (4.3)............................12Conclusion..........................................................................................................................................13References..........................................................................................................................................142
INTRODUCTIONAll the business entities have been working in competitive scenario where in they face hugecompetition; thus according to that they develop business and strategic plans. Sales developmentcan be considered as the main motive of the organization where in business entity has to augmentsales percentage through delivering adequate services to the clients (Waller, 2014). Thus, in suchcontext, the present research study has been made on Marriott International hotel which is one ofthe most effectual brands in hospitality industry of UK. In order to enhance the degree of sales andprofitability, business entities have to emphasize on effective promotional strategies. Market segmentation criteria helps the business entity to acquire maximum profits becausethrough segmentation process, organization can focus only on potential customers who showsloyalty towards business products (Wacker and Lummus, 2012). Further, researcher has alsodiscussed factors that affects buyer and that influences to change their purchase decision of anyproduct. Media and advertisement both are prominent tools of promoting the products at marketplace and both contributes in sales enhancement aspects. Researcher has also discussed influence ofdesign and layout on customer spending and along with that discussion has also been maderegarding different personal selling techniques. All the operations of Marriott International hotelhave been managed in proper manner which encourages the ratio of sales and revenue. TASK A DESCRIBETHEELEMENTSOFTHEPRODUCTINABUSINESSANDSERVICESCONTEXTa) A discussion about the key components of the product and how the product mix contributes to sales and profit (1.1 and 1.2)The main aim of Marriott International hotel is to provide quality and adequate services tothe clients as per the needs and expectations. Marriott is one of the largest hotel chains in hospitalityindustry which delivers wide range of services to the customers such as accommodation, food andbeverages and etc (Trehan, 2007). There are chiefly 4 components of every product such as coreproduct, facilitating product, supporting product and augmented products. The categories ofcomponents of the product are mentioned in the below section:Core products: Core products are the basic products that satisfies the needs and demands ofcustomers; hence Marriott International has different core products such as accommodationservices, food and beverage services and restaurant services. With the help of properaccommodation services, customer's basic requirements can be fulfilled and they can be retained forlonger period. For the purpose of enhancing the ratio of sales, Marriott International hotel has toemphasize on quality services because customers are always retained when they are delivered3
prominent services by the business entity (Thome and et.al, 2014). Facilitating products: The other significant component of product is the facilitating productwhich supports the core product and which enhances the ratio of sales and profitability. MarriottInternational hotel should emphasize on serving appropriate services to the clients; moreover, all theservices should be in complete package so that from one entity, customer can get all the services. Insuch respect, the subsequent hotel is also delivering variety of food services to the clients whichmakes the customers satisfied. As per the targeted segments, customer services are delivered andthis aids the hotel to accelerate the ratio of sales and revenue. Supporting products: Supporting products are those which are provided to the clients withthe core products and which also plays crucial role in enhancing the ratio of sales and revenue(Tavares Thomé and et.al., 2012). Marriott International hotel has been delivering variety ofproducts to the clients; however to support the same service, Marriott ensures that staff services arebetter and prominent. The serving system is quite innovative and useful; hence it assists thecustomers to get satisfied after deriving complete package. Moreover, spa and other recreationalservices are also delivered to the clients according to the time period of staying in the hotel (Reillyand et. al., 2015). Augmented products: Augmented products include extra and additional services in theservice provision. Marriott International hotel seems to have adopted numerous additional servicesin hotel's operations for persuading more number of clients. Further, online services are alsoprovided to the customers where in customers can make reservation for the services. Product mix contributes in encouraging the ratio of sales and profitability because it meetsneeds of clients from every dimension (Surgrue, 2015). At the time of bringing any product at themarket place, it is essential for Marriott International to test the concept and according to that, theoverall service delivery process should be managed. b) An assessment on how market segmentation contribute to maximize sales (1.3)Segmentation is the process through which company selects the potential customers whom itwishes to sell the products and services. The process also helps the business entity to target essentialpeople who have the purchase ability to get the services from the hotel. Marriott International hotelhas segmented the market on the basis of needs and demands of customers and due to thissegmentation criteria, services are adequately delivered to the clients (Stratman and Roth, 2002).There are basically three types through which market can be segmented such as demographic,geographic and psychographic and among these categories, Marriott segments people on the basisof demographic criteria. The main emphasis has been given towards income age and lifestyle; thusbusiness class and high profile customers are selected for the current service provision (Wu, Kim4
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