A Coordination Framework for Sales and Operations Planning

The provided content is a collection of research articles and books that explore the concept of Sales and Operations Planning (S&OP). The papers discuss various aspects of S&OP, including coordination frameworks for planning, demand and supply chain planning, production and logistics operations planning, complexity as contingency in S&OP, supply chain configuration for diffusion of new products, and cross-functional alignment in supply chain planning. The authors also examine the benefits of advanced planning and scheduling systems in S&OP and explore the evolution of operations planning and control from production to supply chains. Overall, the content highlights the importance of integrating sales and operations planning to achieve business success.

SALES PLANNING AND
OPERATION

Table of Contents
INTRODUCTION.....................................................................................................................................4
TASK 1.......................................................................................................................................................4
1.1How personal selling supports the promotion mix...........................................................................4
1.2Compare buyer behaviour and the decision making process ..........................................................5
1.3 The role of sales teams within marketing strategy..........................................................................5
TASK 2.......................................................................................................................................................6
2.1 sales strategies can be developed in line with corporate objectives................................................6
2.2 Principals of selling process to the product and services................................................................7
TASK 3.......................................................................................................................................................8
3.1Explain how sales strategies are developed in line with corporate objectives.................................8
3.2Explain the importance of recruitment and selection procedures....................................................8
3.3Role of motivation, remuneration and training in sales ..................................................................9
3.4 Sales management organise sale activity and control sales output.................................................9
3.5 Use database in effective sales management.................................................................................10
TASK 4.....................................................................................................................................................11
4.1 Sales plan framed by Primark for new range of goods and services.............................................11
4.2 Opportunities for selling internationally........................................................................................11
4.3 Opportunities for using exhibition or trade fair. ...........................................................................12
CONCLUSION........................................................................................................................................13
REFRENCES...........................................................................................................................................14

INTRODUCTION
In today’s competitive environment, selling is considered to be an important part in every
organization. It means that the merchandising is the essential part of firm operations. organization. It
has been analysed that it is the main function of the sales manager that there should be effective skills
employed in sales person, so that they can excellently sell their products and services in the market area
of the company (Ptak and Smith, 2011). The company should utilise effective selling skills so that they can
achieve their set objectives and goals in a prompt manner. This present report on the which lead to
ultimate achievements of goals and objectives. Also it has been assessed that there is the relationship
between personal selling and promotion mix of the company. In addition to this, buyer behaviour
affects the decision making process to a much extent. This present report has been discussed from the
context of Primark, which is one of the leading retail companies of the UK. Importance of recruitment
and selection will also be discussed in regard to Primark.
TASK 1
1.1How personal selling supports the promotion mix
Promotion is unitary constituent of the merchandising mix of the company. Personal selling is
the activity in which spoken communication with the prospective purchasers of a particular commodity

and services with the purpose of making sale of its products and services. The personal selling is one of
the quality of sales manager to interact with the customers. (Miller, 2012).
Individual marketing is one of the essential tool of the content mixture and also an impressive
advertising technique. In the company namely Primark, the sales manager tries to promote personal
selling methods by which their sales person can get interactive session with their buyers.
Function performed by the sales manager are as:
 Potentiality: It means to search new people who are willing to buy products and services of the
company. It means likely to identify those goods and services of the company who like to prefer
the products of company. For an example; Primark intents to identify those customers who are
keen to buy its products like confectionery items, accessories, clothes etc.
 Negotiable tool: It relate respective persons and personal human activity as compared to mass
and non personal human action of advertisement and gross sales subject matter. Thus it can be
said that persona selling is considered to be an important tool for the company. Also, personal
seller can use his skills and of sales to fit the , wants, motives and attitudes of specific
consumers.
Pertain minimal pointless activity: in the context of individual commercialism, a salesperson can
easily reference its customers in market segment and can concentrate on them. He does not require to
convey with those customers who are fake prospects.(Olhager, 2013). It can be said that personal selling
involves minimum wastage of effort.
1.2Compare buyer behaviour process and the decision making procedure
Costumers are the persons who are refereed as the as the last user a particular commodity or
services of the company. Behaviours of consumers is one of the activity in which customer takes
judgement in purchasing of product, services for satisfaction of his or her needs. The manager of
Primark has recognised that the consumer buyer behaviour affects the decision making process. The
buying actions consists of 5 stages which are as:
 The first stage of consumer behaviour is related to recognition of their needs and wants. In this
the consumers will realise and also become alert of their desired state compared to their actual
situation, which would probably compel them to purchase the products and services of the said
organization. It is the step which involves need recognition.
Second step involves that consumer after recognising needs, researches in order to widen and obtain in
depth information about his need acknowledgement. Consumers will use various methods to research
from where he can get best products and services and forms decisions thereafter (Kaplan and Atkinson,

2015)
 The third step involves that customers get specific needs and wants met. It involves the
consumer getting information regarding choices and alternatives.in this they researches the
brand which provides required services and products.
 The forth step in this is the decision that has been made by buyer in regard to make actual
purchase of a products and services of the company.
 The final and last step is the post purchase which is the process undertaken by the buyer which
depends upon the satisfaction of the consumers. This final stage enables the customers to gain
first-hand experience and also to decide whether the products meet their expectations or not.
1.3 The role of sales teams of company within selling scheme
Commercialism plan of action is the tool which is used by the organization so that they can
promote their products and services in the market area which enhances its efficiency and productivity.
The function of team of sales team is very crucial in the marketing strategy The role of sales squad of
Primark Company can be explained as follows:
Market segments: the sales team of the company is responsible for the deciding the market segment for
the company. The role assumed by the sales marketing team depends on the products that has been
offered by the company to its customers. Market segmentation is done so that customers can be
targeted and strategies and market plan can be formed effectively(Myerson, 2012).
 Strategy: the sales and marketing team of the company namely Primark is also responsible for
the strategy formation for enhancing the sales and profits of the company. For an example, sales
department of the company namely Primark has a department which is accountable for making
policies and regulations regarding sales. Strategies include those plans and procedures which
are effective in nature and also strong so that implementation of this can result in increase of its
sales and productivity.
 Marketing plan: It has also been assessed that the sales team is responsible for developing a
marketing plan in their organization. The marketing team of the company makes sure that the
managers should make sure that the promotions are done in an ethical manner.
 Results: a united and impressive group balances the opposed economic process of its gross sales
and mercantilism surroundings to accomplish public cognitive content
 Corporate gross revenue planning: The sales unit of company is responsible for the corporate
sales planning in the company. It includes promoting its various services and products of the
company so that it can gain proficiency and profits for the company.

TASK 2
2.1 sales strategies can be developed in line with corporate objectives.
Strategies are able to achieve marketing goals or objective. Further, Primark have to make some
strategies which are them to attain organizational goals. Company make plans in order to increase their
number of customer and earning efficiency as well (Thomé, Sousa and Scavarda do Carmo, 2014).
Primark have to fulfil consumers demand and their basic through providing proper customer services to
them. Various types of strategies which entities needs to be follow are as follows:
Identify corporate goals- Firstly, every organization needs to identity their objective and try to
fulfil them in timely and efficient manner. It is the set of target which help companies to perform well
in international market. The basic needs of companies are providing good customer services and
offering full satisfaction to them.
Marketing audit- In order to find out current situation of market related to customer demand.
Audit is also includes market analysis on present market in which company reintroduce or launch its
goods and services. It help Primark to evaluate market growth, needs of people and also collect
information of marketing mix.
Use advance technologies- Primark is an international retailer cloth which provide varieties of
cloth for all age group of people. So that, advance technologies are help to improve its production
capability and increase its sale as well. Further, its also help to promote goods and services in various
countries which increase number of customer and profits (Oliva and Watson, 2011).
Use innovative idea- Innovation refers to change in existing product and services and introduce
in market which attract large number of customer. It becomes strength of company which enhance
market image of company and build their performance as well.
SWOT analysis- This tool is also assist firms to identify strength and opportunities of it and
have to improve them as well.
2.2 Principals of selling process to the product and services.
Organizations must use various types of methods and approaches for production and selling of
goods and services. They have to provide good quality of product which attract large of people. Before
deliver goods in international market every firm have to identify basic need and demand of people then
start product of that good which has large demand in market . Good customer service having a
capability to increase the number of consumer (Jacobs, Chase and Chase, 2010). Primark needs to
maintain relationship with people which assist company of identify their demand and need for

particular through which they can improve earning and performance as well. Customers feedback
provide opportunities to companies whether they are positive or negative. If feedbacks are positive then
company its to maintain and improve it. And through negative, organizations can identify their
weaknesses and try to improve them in order to meet current market demand and corporate goals or
objective as well. The main target of Primark is providing its goods and services to local as well foreign
customer and earning large amount of profit which only possible through deliver products across the
border and promote them as well
(Kjellsdotter Ivert and Jonsson, 2010). Organization have to recruit skilled and experienced worker
who have ability to meet corporate goal. Also it need to use advance technologies in promotion
activities and production of better quality product. Usually, people attract towards goods which are
durable in nature and affordable for them.
TASK 3
3.1Explain the way in which sales strategies are developed in line with corporal objectives
Income plan of action are those tactics that are developed in order to fulfil the sales objectives
of the company, which ultimately results in the development and enhancement of the company. In the
context of Primark, the sales department of the firm aim to increase the sales and proficiency of the
said firm. Sales strategies are the most important tool of the company. Sales strategies are also
important for achieving the said corporate objectives of the company. To attain its corporate increased
tactics , the management of the institution thsat works in various goods and services . Gross revenue
strategies are mainly focused on the business firm level where emphasises is arranged in the industry
division, targeting and positioning. Unremarkably the assembly of firm’s enterprise operations have
obtained for gross sales plan of action from the view point of industry part and development in market
by using some changes in the premises of Primark. Sales tactics are formed in accordance with the aims
of a firm . Companies are also focused to achieve the corporate objectives of the company. These are
the proclamation of intent that basically delivers a firm direction for the set of activities.
Sometimes within operations of the firm it has been assessed that there are some confusions
regarding the objectives, terms and goals. So sale strategies are formed in order to overcome that
conflict. Also, sales strategies can be helpful for Primark as it helps in improving the client loyalty.
Also, it has been evaluated that this also boosts the closeting ratio by knowing the clients most
favourite preferences. Sales strategies also helps in the decontaminating and increasing the agonistical

benefit and commodity distinction to escalation the market margin and share. In the context of Primark,
it has been analysed that sales strategies also helps in offering the best solutions to outsell the rivals.
3.2Explain the importance of recruitment and selection procedures
Recruitment and selection process is very important for the company as it offers a great
opportunity for the company operation to adopt those people who can easily contribute in the
achievement of their set goals and objectives for which the organization has been established.
Recruitment is the process which involves selection of those candidates who are capable to perform
their respective asks and assigned activities. There is a great significance of recruitment and selection
process in Primark because it attracts an effective work force in the company. It would also determine
the business and success and would affect the complete organization. It is also considered that human
resources are the most and valuable part of a business organization.
The main goal of achievement and selection is to obtain the number and quality of workers
that are required to help the guidance . Selection is the process of choosing form a cluster of candidates
who are most suitable and best for a particular job profile and duties.
Proper Recruitment and selection is also very important for the company namely Primark
because it saves the costs of training caused to company due to this appreciable person can do good
and also attain the goals and objectives . Selection means it can decrease workers issues within
organization such as working class mass and absence. Also, it will help in the said organization that
considerable savings can be made by the business organization. In addition to this, the cited company is
not likely to be greatly disrupted by someone which has been working with other people in the
premises of Primark. Furthermore, external recruitment is also very vital for the company because it
offers a wide range of talent and opportunities.
3.3Role of remuneration and motivation in sales
Need and wage and preparation are three different cost utilized in the company premises.
Motivation is the term in which managers of the company motivates its employees by providing
different incentives and rewards. It is the concept in which company managers are likely to provide
various incentives and benefits s that they can do work better and increases the efficiency off the
company. On the other hand remuneration is the value given t employees for their work done. Training
is also very important for the company because it provides the employees of an organization to work
with me effectiveness.
These above said terms are important for the sales management in the company because these
enhances the effectiveness of the sales management of Primark. The role of motivation, remuneration

and training is also considered to be crucial for the company as these increases the skills and abilities of
selling and distribution of the company’s products and services. Also, it has been evaluated that these
above said terms also contribute in enhancing the abilities of the sales person to convince its customers.
3.4 Sales management organise sale activity and control sales output.
The first step which sales is going to take before start function is set organizational goals and
objective. It provide direction to entire department of company that how to perform and what to
perform in order to meet goals. Further, next step of management is evaluate sales activities after then
assigning them like features are cost, production, staff members etc. and as per the requirements which
sales activities are require. Different types of plans and strategies are framed by management for
smooth working of company and reduce contingencies which drag down its performance (Heizer and
Barry, 2013). Sales activities include production process, output level which meet international market
demand, storing, selling and distribute them in various countries. Continuous identification of activities
by management able to reduce or eliminate conflict. Greater range of improvement is possible through
manage activities in effective and implementation of plans where its possible. Various types of methods
which management needs to follow for maintain sales activities and control out as well are as follows:
Operations are regularly check- The basic function of management is continuously check
operations which are performed by company in order to meet corporate goals. Higher authority must
ensure that workers are performed activities according to the requirements of firm.
Framed plans and strategies- It is the forecasting concept which assist Primark to remove
conflicts and reduce contingencies which are may or may be arise in future. Management must prepare
time table for completing work in a timely and efficient manner. This step help it to meet target which
are completed one by one on the basis of priority.
Motivate workers- Motivation to employees plays an significant role in every business
organization. It boost up the confidence of workers through they can easily attain task and complete on
time. It can be provide through various factors like; offering incentives, bonuses, special benefits and
providing proper guidance to them (Färber and et. al, 2012).
3.5 Use database in effective sales management.
Database help Primark to identify current market demand and needs. Also analyse people's
preferences and evaluate effectiveness of marketing planning. Further, sales management able to
restructure plans and strategies. Identification of present customer need and demand help company to

produce goods and services accordingly. It able to build better customer services and provide best
quality product to them. Database plays an important role in every business organization. Through this
tool company can attain desired goals and objective. With the help of sales management we can reduce
the cost of production. Sales management plays a important role to make efficient use of human
resources and increase the business profit . Output production is controlled by the sales strategies by
the management department . With the help of effective strategies the demand of customers can be
estimated and according to this the quality and quantity of goods can be produce .It can be able to
management to make a suitable time table to make a proper utilisation of resources (Keal, D.A. and
Hebert, 2010). Leaders and managers are responsible to make effective plans and ensures that resources
are fully utilised.
TASK 4
4.1 Sales plan framed by Primark for new range of goods and services.
Target market- Firstly, company identify customer demand then deliver their goods and services
in international market for their targeted customers. Further, initial identification of basic needs of
people help company to provide its products in a right place and at a right time.
Sales channels- It helps companies to directly deliver goods and services in that market which
directly place an order for its products. Its able to increase increase sale and enhance profit margin as
well. Large number of people are attracted towards it which improve performance of firm in
international market (Gjelsvik, Mo, B. and Haugstad, 2010).
Marketing mix- It shall be depraved from it target customer as well as market. Product must be
durable in nature which can easily attract people. Price have to be reasonable which can easily
affordable by people. Usually, law prices are attract customer. Organization needs to promote its goods
and services in international market.
Promotional mix- Goods and services promoted by using print and traditional media like;
television, radio, road shows etc. This tool have a capability to increase number of customer. Desired
targets can easily achieved through this method (Amini and Li, 2011).
Sales forecasting- It involves plans and strategies which improve firm's sale and increase their
profits. It is a forecasting element help companies to remove contingencies which may or may not be
arise in future. Further, conflicts can easily reduce through this step and improve performance as well.
Build relationship with customers- In order to build relationship, firstly companies need to find
potential consumers who are interested to buy products of it. By providing best quality of goods,

organizations can enhance trust of people increase their sale.
Relationship with staff members- Human resource plays an important role in every organization.
Collective efforts of workers able to achieve desired goals and objectives and put it in a profitable
position. Employees must be skilled and experience in a particular field which firm to attain corporate
target (MT Thomé, Soucasaux Sousa and FRRS do Carmo, 2014).
4.2 Opportunities for selling internationally.
Global marketing is the method of introduce goods and services which Primark sells. It is the
overseas advertising of product which is the way to attract domestic as well as foreign customer.
Through international marketing brand reputation of company able to improve. Various types of
advantages are received by organizations through this particular tool. Future opportunities are also
received with the help of selling internationally. Some important opportunities are as aligned below:
Market expansion- Through international marketing expansion of the firm's market can b
possible. Expanding the places where organization doesn't existed selling and introduce its products
and and services. Further, this step provide opportunities to increase their number of customers and
enhance their profit margin as well. By using updated technologies company promote its goods and
services in international market through pint media and electronic media in a attractive way (Hübner,
Kuhn and Sternbeck, 2013). With the help of internet customers can online purchase products or get
them without any physical effort.
Brand reputation- International marketing offer best opportunities to boost up brand reputation
of company. Higher quality and best customer services able to provided by entity through selling
product internationally then the selling in local market. Usually, people wants to purchase goods and
services which widely available in all over the world.
Global networking- Connecting with new customers and new business partners is a main and
important advantage received by companies through international marketing. Through this concept firm
able to maximise its profits or earning and minimise cost (Kopanos, Puigjaner and Georgiadis, 2012).
Further, Primark is an organization which provide it products and services across the national border
which can boost up image of it and increase earning efficiency as well.
Get some future opportunities- It improves the business efficiency and provide undiscovered
opportunities to companies (Tuomikangas and Kaipia, 2014). It connect to new vendors, increase large
number of workers and provide knowledge.
4.3 Opportunities for using exhibition or trade fair.
Gain brand awareness- It is often an advantage for new business organization as well as for

existing ones. It is a basic opportunity which provide financial commitment specially to new
businesses. Further, trade fair and exhibition are the best way to spend money through this large
number of people attracted and receive knowledge about goods and services which firm selling in
international market. This step consume cost but boost up earnings and improve performance as well.
Networking opportunities- If the main purpose of company is attracting new customers or client
then trade fair or exhibition is the best option to spend money for them. Mostly it is useful for new
firms who are need to their business as well as products in various places.
Sales opportunities- The main goal of Primark is increase present and future sale so that trade
fair is the best option for it. Because in which they display varieties of cloth and attract large of people.
Through this customers can easily aware about their product and purchase them as well.
Minimise risk and maximise revenue- Exhibition help organization to reduce their cost and
increase it earning efficiency and improve profits (Kjellsdotter Ivert and Jonsson, 2010).
Identify competition- The level of competition can be evaluated through trade fair. Its not a main
aim of companies but still knowledge of this factor is important for successful growth of them.
CONCLUSION
From this above mentioned report, it has been assessed that the selling and operations
management is very important for the companies to increase the sales and planning of Primark. Also,
there is a great significance of the recruitment and selection process of the said organization. The
company has also been said that sales management is very important for all the development of the
company. Sales management also contribute to developing the marketing strategy of the company. It
includes marketing plan, outlooks etc.

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