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Assignment : Sales Development and Merchandising

   

Added on  2020-01-28

14 Pages4949 Words134 Views
Sales Development

Table of ContentsINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................1a) Key components of the product and how product mix contributes to sales and profit ..........1b) Market segmentation contribute to maximize sales................................................................2TASK 2............................................................................................................................................3a) Factors affecting buyer behaviour .........................................................................................3b) Advertising media that could be used for sales development situations ...............................4c) Use of external merchandising to maximize customer volumes ............................................4Task 3...............................................................................................................................................5a) Assessing of the influence of design and layout on customer spending.................................5b) Evaluating of the effectiveness of internal merchandising materials.....................................6c) Evaluating various promotional activities according to different scenarios...........................6Task 4...............................................................................................................................................7a) Evaluating of personal selling techniques of Organisation.....................................................7b) Discussing about the influence of operational design on sales revenue.................................8c) Describing key principles that should be associated in a sales training programme..............8CONCLUSION................................................................................................................................9REFERENCES..............................................................................................................................10

INTRODUCTIONSales development can be determined as team which help in managing sales operationsin the organization. Sales department is a necessary for corporation to increase its revenue andprofit by demonstrating various ranges of products to customers (Scattolini and Gregori, 2015).Merchandising is a promotional activity which includes presenting goods at retails store,sampling and special offers. It helps the firm to enhance its sales by creating interest inconsumers for purchasing of commodities and services (Porter, 2014). The present report isabout Wright brothers which provide all types of sea food in the United Kingdom.. It describesrole of advertisement media for promoting products in the market. It represents different factorswhich affect the purchasing behaviour of buyers. In addition to this, it monitors the effectivenessof internal merchandising materials of Wright Brothers. Further, it describes personal sellingtechniques of corporation. TASK 1a) Key components of the product and how product mix contributes to sales and profit The main objective of Wright Brothers is to meet the requirements of customers andsatisfy them by providing quality services and food products. The cited restaurant mainly servesthe all types of sea food dishes such as oyster, crab, shellfish and prawns etc. Along with thevarieties, firm also focus on the taste and texture of food (Hassanien and Dale, 2013). In order toattend the customers in friendly manner, firm also train their waiters about the knowledge of seafood. Further, for the convenience of customers, firm also makes the environment more calm andrelax so, that customers could enjoy their quality time at restaurant (Bowie and Buttle, 2013).The Wright Brother always focus on the customers demands and desires. The cited restaurant isbasically specialise in oysters but it also sells the locally sourced sea foods to customers. To grabthe attention of customers, firm also focus on the internal structure of restaurant. The firm hasmade the promise to customers that their quality and taste of food will not change with the time.The presentation, taste and texture directly depends on the chefs of Wright Brother, so companyhires the skilled chefs (The world is their oyster: The Wright Brothers' Soho seafood restauranthas really taken off, 2011). The cited firm mainly attracts and encourage the customers to visitthe restaurant by different decorations and themes. To make the customers more comfortable,cited firm also offers the unique and private dining rooms. Further, to make the visit of1

customers more experienceable, firm also have open kitchen in which they could watch the chefsat work. The key components of Wright Brother's products are divided in 4 parts which aredefined below:Core products- The cited firm mainly focuses on the sea food products and it is alsofamous in serving the different types of oysters. For the extensive variety of differenttypes oysters, firm brought up the oysters from France, British Isles and their own oysterfarm Cornish Duchy (Product Mix: What is the meaning of Product Mix?, 2015). Features- The special varieties of different flavour oysters are main features of WrightBrother which attracts large number of customers. The amazing taste of sea food dishesand desserts makes the customers to visit again and again at restaurant. The excellentservices quality of waiters also gives positivity to customer's perception. The internalstructure with attractive architecture and decoration also influence the customers toregularly visit the place (Tan and Newman, 2013). Benefits- The waiters of Wright Brother also have the knowledge about nutrition value ofeach dishes. The waiter describes the benefits and nutrition values to customers (Bowieand Buttle, 2013).The profitability and sales of Wright Brother depends on the product mix. The product mix isthe total range of products and services which are offered by company to their customers. Inrespect to Wright Brother, the variety of sea food dishes are the product mix of firm. In thiscontext, it includes the life cycle, development process, testing of food and selling strategy ofcited firm. The development process of oysters dishes includes the natural ways of cookingwhich enhances the texture and moisture of dishes. Further the taste of dishes is also checked bythe superior chef. All these things increases the customer satisfaction and further it results inincrement in firm's productivity and sales (Shield and Kaine, 2015). b) Market segmentation contribute to maximize salesBasically market segmentation is a strategy to divide the complete market in smallsegments which shares the same characteristics and preferences. The main motive of marketsegmentation is to target the specific customers to maximize the sales of restaurant. In respect torestaurant, the market segmentation could be based on customers type, cuisine and price. In thisrespect to Wright Brother, the market segmentation could be done according to geographic and2

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