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Sales Planning - Assignment

   

Added on  2019-12-04

13 Pages4428 Words162 Views
Sales Planning 1
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TABLE OF CONTENTSINTRODUCTION...........................................................................................................................3TASK 1............................................................................................................................................3(a) Importance of personal selling in supporting the promotional mix for Primark ...................3(b) Comparison of decision making process with customer buyer behaviour ............................4(c) Role of sales team within Primark's marketing strategy .......................................................5Task 3...............................................................................................................................................63.1 Explain how corporate objectives impact sales strategies.....................................................63.2 Significance of applying recruitment and selection procedure to the campaign...................6Merit.................................................................................................................................................6M3 Skills I will look for at the time of recruiting sales people for Primark ...............................63.3 Role of motivation, remuneration and training on sales management..................................73.4 Organize sales activity and what measures Primark will take to control sales output..........73.5 Explain the use of database in effective sales management for Primark...............................8Task 4...............................................................................................................................................84.1 Identification and justification of new lines of products.......................................................84.1,Sales plan ..............................................................................................................................84.2 Increasing sales by selling internationally ...........................................................................94.3 Increasing sales through exhibition ....................................................................................10Merit and distinctions ...................................................................................................................10M1Role of personal selling marketing process .........................................................................10D1 Critical evaluation of role of personal selling process ........................................................10D2 In house letter ......................................................................................................................11D3 Recommended trade fair and exhibition based in Europe that will be worth attending .....12Conclusion.....................................................................................................................................12References......................................................................................................................................132
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INTRODUCTIONIn the present scenario, sales planning have become very crucial aspect for every businessenterprise. In simpler terms, it can be defined as the process in which organisations set salestargets and develop effective strategies to satisfy the same (Bilginer and Erhun, 2015). Further, itcan be also stated that it is not easy for managers to carry out the process of sales planning wherethey are required to deal with various challenges. The present study is based on Primark which isone of the most renowned retailers of clothing in UK (Primark, 2016). The brand is providingquality products and services to people in market at very convenient prices. This report explainsthe importance of personal selling in promotional mix of the organisation. Along with this, it alsoplay role of sales strategies in order to corporate objectives of Primark. TASK 1(a) Importance of personal selling in supporting the promotional mix for Primark Personal selling can be defined as the oral communication with customers which iscarried out with a purpose of selling products and services. In the current scenario, personalselling has become very important part of marketing process of organisations. One of the majorroles which personal selling plays in Primark is that it establishes two way communicationsbetween the brand and its potential customers. In addition to this, it also plays vital role in3
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addressing personal needs of all people in market. The concept of personal selling also allowsPrimark to explain the range and benefits of all its products and services (Ingram and et. al.,2012). Other than this, it also provides support to other promotional tools such as events,advertising and sales promotion. The task of personal selling consists of various components which are prospecting andqualifying, pro-approaching, approach, presentation and demonstration, handling objections,closing and follow ups. The process of selling starts with seeking for potential customers whichcan buy products of Primark. It can be also stated that the process ends with closing and followup in which sales person identify whether the product has satisfied customers demand or not(Bragg, 2005). Sales person also play very important role in the success of Primark as it providesthe organisation with more accurate and reliable information regarding customers. Thisinformation is very helpful in developing new products and getting high degree of customersatisfaction. In Primark, as per overall promotional mix, personal selling is very important as ithelps in increasing sales and achieving the organisation's objectives. (b) Comparison of decision making process with customer buyer behaviour Buying behaviour of customers consist of different elements which support people todetermine whether to buy a product or not (Schaefer and Pettijohn, 2006). Further, stages ofbuyer behaviour are explained below as: Need recognition- The stage of need or problem recognition is considered as one of the mostimportant stage as without need identification, purchase cannot be made. Information search- It is the second stage of buyer’s decision making process in which he/shelooks for various alternatives and solutions through which the identified need can be satisfied. Evaluating alternatives- In this stage, customer evaluates all the alternatives or options availablein front of him/her. Decision regarding purchase- It is the stage in which customer makes purchase of products andservices in order to satisfy his/her needs. Behaviour after purchase- It is considered as the last stage of buyer decision making process.Here, buyer determines that the purchased product has satisfied his/her needs or not. 4
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