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Sales Development and Merchandising TABLE OF CONTENTS INTRODUCTION 1

   

Added on  2020-01-15

21 Pages5683 Words471 Views
SALES DEVELOPMENTAND MERCHANDISISNG

TABLE OF CONTENTSINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................11.1 Evaluate key components of product...............................................................................11.2 Contribution of product mix to sales and profit of the company.....................................31.3 Analysing how market segmentation contributes to sales maximisation.........................4TASK 2............................................................................................................................................62.1 Factors affecting buyer behaviour....................................................................................62.2 Assessing appropriate advertising media for sales development situations.....................82.3 Evaluating the role of external merchandising in maximising customer volumes...........8TASK 3............................................................................................................................................93.1 Assessing how design layout might affect consumer spending.......................................93.2 Evaluating internal merchandising materials.................................................................113.3 Evaluating promotional activities for different situations..............................................12TASK 4..........................................................................................................................................134.1 Analysing personal selling techniques...........................................................................134.2 Influence of operational design on sales revenue...........................................................144.3 Key principles that should be included in sales training programme.............................15CONCLUSION..............................................................................................................................15REFERENCES..............................................................................................................................16ILLUSTRATION INDEXIllustration 1: Product components .................................................................................................2Illustration 2: Market segmentation ................................................................................................4Illustration 3: Buying behaviour model...........................................................................................6Illustration 4: Buyer characteristics.................................................................................................7Illustration 5: Promotional Mix ....................................................................................................12

INTRODUCTIONSales development is the concept which focuses entirely on the front end of the salescycle (Pál, 2009). It is a well developed business strategy which specifically focuses on theoutbound logistics. The present study will focus on analysing and assessing different measuresadopted by the companies in order to enhance sales and development within the market. It willanalyse different strategies and methods adopted by the business to develop high and effectivesales perspectives. For analysing the same the report will closely research and analyse thebusiness operations of Holiday inn Hotel chain. This multinational brand of hotel has establishedits brand image in more than 3400 location in the world. Unique services and recognised brandimage has helped the business in enhancing its market sales (Holiday Inn Amenities, 2016.). Thepresent report will analyse and understand different means and measures which have beenadopted by the business to develop effective sales within the market. TASK 11.1 Evaluate key components of product The concept of product is crucial and critical to be analysed while developing anddesigning strategies for sale enhancement and development within the market. This helps increating recognition for the company within the economy. Holiday inn is a well established andrenowned brand of hotel chains operating effectively around the world. The core focus of thebusiness unit is to provide a relaxing and stress free environment. The organization hasdeveloped large range of products and services for the consumers which includesaccommodation, lodging, food and beverages etc. The product concept plays a significant andcrucial role for business to grow and develop within the market. The significant components ofthe product for Holiday Inn are:1

Illustration 1: Product components (Source: Franco and Pereira, 2013)Core product: This layer of the product or service defined and associate with the basicneeds and demands of the buyers. Holiday Inn focuses on delivering quality services andproducts to the consumers. This layer of the product helps the company in analysing thebasic accommodation needs of the buyers and thus focuses on managing products andservices to attain the same (Kotler and Armstrong, 2013). For example rooms with bedand lights helps ion meeting the basic needs of accommodation. This component helps indelivering services and meeting one time market demand. Actual product: This is yet another layer of the product helps in enhancing satisfactionlevel for the users. In this highly competitive market consumers seek factors such asquality, brand image, additional features etc. in the product. Holiday Inn has developedthe products range accordingly (Malhotra, 2008). The quality services, renowned brandname, wide range of services etc. contributes towards the same. For example consumers2

are provided stress free living environment with quality room services, customisedconsumer services, basic amenities such as TV, Breakfast facilities, technologicalamenities etc. these helps in developing high level of satisfaction and additional marketdemand within the economy. Augmented product: This component of the product consists of the extra and uniqueservices provided by the hotel which delivers additional value for the consumers. Thisinclude a trained team of employees, effective facility layouts within the hotel immediateand focused response for the consumer requests etc. all these factors has helped thecompany in creating brand loyalty and trust within the consumers and helped inenhancing market demand and repetitive demand as well (Poolton and et.al., 2006). 1.2 Contribution of product mix to sales and profit of the companyThe contribution of product mix creates a direct and effective impact on the sales of thecompany. It helps the business units in developing high and essential range of product services.Product mix is defined as a range of products and services offered within the business unit inorder to enhance sales within the market. This highly helps the business in developing effectivebrand image of the business (Rosenbloom and Dimitrova, 2011). Holiday Inn has developed aneffective range of products and services within the economy. It closely examines and analysesthe needs and demands of its guests and offer a wide range of services such as accommodation,food, beverages, lodging etc. this has helped the business in creating high level of consumersatisfaction. Holiday inn focuses on enhancing its market share within the economy. It creates aneffective prospect of sales maximisation within the economy. The company has focused anddeveloped an effective product mix for the consumers which have helped in enhancing itsdemand. Product mix of the organization is developed and designed by analysing changingtrends within the market (Ferrell, 2012). This has helped it in infusing innovative measures ofworking. Moreover, the company has also developed effective measures of customizing theservice range in order to meet needs of its guests. The stated product range has helped Holidayinn in developing systematic and attractive purchase options for the buyers. Hence, it can beeffectively analysed that well defined product mix of Holiday Inn has helped the business ineffectively understanding and delivering required services to its guests. Moreover, strategicdesigning of the factor has helped it in creating a competitive edge within the market (Fillis,3

2011). Holiday Inn express is a relevant example for the same. Holiday Inn express is acustomised and effective option for travellers who seek fast, short-term and advanced hotelservices. Hence, it has helped the company in enhancing sales within the market. 1.3 Analysing how market segmentation contributes to sales maximisationMarket segmentation is the process of dividing a large market into small segment withcommon consumer needs or demands. Dividing market with similar consumer needs andcharacteristics helps the business units in designing and developing the designs and strategies forsales maximisation easily. Holiday Inn at present is efficiently operating in more than 20countries around the world. It has established its hotels at more than 3400 locations. The majorfocus of the company is on enhancing the market share through delivering quality services to theguests.Illustration 2: Market segmentation (Source: Segmentation, 2015)4

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