Currys' Electronics Sales Plan for India

The assignment content discusses a sales plan for India, where Curry's Ltd aims to promote their electronics and household appliances through advertisements in newspapers, television, radio, distributing brochures, and participating in exhibitions and trade-fairs. The report also highlights the importance of sales planning and operations in achieving organizational objectives and improving product sales.

SALES PLANNING AND OPERATIONS

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Personal selling at Enviro-Cars Ltd. With other promotional activities:.........................1
1.2 Buyer behavior and decision making process different situations...................................2
1.3 Role of sales team in the overall marketing strategy........................................................2
TASK 2............................................................................................................................................4
TASK 3............................................................................................................................................8
3.1 Sales strategies aligned with corporate goals...................................................................8
3.2 Importance of recruitment and selection procedures for Plastic products ltd..................9
3.3 Role of motivation, remuneration and training..............................................................10
3.4 Sales activities in order to control of sales output..........................................................11
3.5 Effective sales management supported by the use of database......................................11
TASK 4..........................................................................................................................................12
4.1 Opportunity for selling internationally into chosen emerging market...........................12
4.2 Opportunities for using Exhibitions/Trade-fairs in India...............................................12
4.3 Sales Plan........................................................................................................................13
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Sales Planning and operations is an activity which combines sales and marketing
operation of firm and it helps in achieving strategic goals and objectives of organization. Sales
planning play a very crucial role in organization's success. Effective sales plan and operations
process is linked with business planning and master planning in the organization. The sales
planning and operations includes updated reports which indicates sales plan, production plan,
inventory plan, new product development plan, customer lead time plan, strategic initiative plan
etc. This report describes sales planning and operations of Enviro Cars Ltd. which is a
partnership firm and they have dealership of electronic cars. Since organization is going through
decreased sales due to recession, they are reinforcing the idea of ‘environmentally-friendly’ &
‘economically’ appealing cars for their customers. Thereby, through this report new and
improved sales plan and business strategies have been developed.
TASK 1
1.1 Personal selling at Enviro-Cars Ltd. With other promotional activities:
Personal selling can be improved with use of various promotional activities. For instance,
the Enviro Cars Ltd. can distribute brochure's of their offer in public places or target market and
then meet up personally to the potential consumers and discuss about the offer. Personal selling
make positive impact on consumers as sales person modified the offer immediate according to
customer's need and demand. Sales promotion plays very significant role in supporting other
promotional activities of Enviro Cars Ltd. Personal selling is one of the promotional method in
which sales force are used to sell firm's product after a face to face meeting with customer.
According to this, seller promotes their product with the help of their looks, attitude and their
knowledge about product. At Enviro Cars Ltd. Sales of new and second hand cars is going down
due to economic recession. In this case, company can promote their environment friendly and
economic cars through advertising, sales promotion, personal selling, public relations and
publicity.
In comparison to advertisement personal selling is based on personal communication
which relies more on oral mode of communication and communicates with limited people.
Personal selling can satisfy the need of customer which provides feedback to management about
their product. It is effective in creating awareness about product towards purchase; it explains all
the aspects related to product, to the customers and enables the market information and feedback.
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Most importantly through personal selling sales person can create good brand image and can
build good relationship with customers. Sales persons with positive attitude and better
communication skills can create customer's objections into reasons for buying. It can be
evaluated that the management of Enviro-Cars Ltd is required to develop effectual selling
strategy so that promotional activities can be carried out. These are as follows-
 In the first step, it can be assessed that in spite of having ineffective sales team Enviro-
Cars Ltd is able to achieve best outcomes and achieve goals. For instance, here, it is
essential for business to determine the needs of buyers and identify that who are actual
consumers ready to purchase second hand cars. It helps in carrying out positive mouth
publicity and develop promotional activity of firm.
 Second, business is required to develop proper presentation will help in targeting B2B
consumers. It involves proper research to be done and thus helps sales person to create
proper brand image of company in market.
 Thirdly, involving promotional element of personal selling it helps in improving the
selling environment and helps in creating proper base for all the promotional activities.
For instance, with the help of personal selling, sales person helps in identifying and
evaluating the basic needs and wants of consumers and thus provide them best offers in
regard to enhance sales and profitability.
1.2 Buyer behavior and decision making process different situations
Different kind of situations affects the behavior of buyers. Purchase decisions and buyer
behavior varies according to situations. In the situation of economic recession, sales of new and
second hand cars have been decreased because customer takes less interest in cost consuming
purchases. However, Enviro Cars Ltd. is launching environmentally friendly and economical
cars to attract customers which will give boost to their business. There are many factors that
affect consumer behavior and it is completely dependent on customer experience and knowledge.
Some customers take quick decisions of buying while other consumers gathers the information
and involve themselves into decision making process before making a purchase.
The level of involvement of buyer in the decision making process also affect buyer
behavior. In B2C consumers emotional factors make huge impacts on buyer's behavior however
B2B purchasing is based on tasks and benefits for decision-making. For instance, in low
involvement situation buyer's decision to purchase product of specific firm largely depends upon
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its peer or family members. In this regard, they prefer to choose the product of that firm which is
being recommended by their family members. Thus, it can be considered as one such situation
which affects the sales of Enviro Cars Ltd. Furthermore, In B2B selling the consumer will
research on the features of the car, benefits of buying this, utilization of this car in their
workplace will play huge role in taking decision for buying the car from Enviro Cars ltd.
Product. Following are the several situations that make huge impact upon the buyer behavior are
as follows-
 Spending power of consumers- Here, Enviro-Cars Ltd is facing issues in enhancing
their sales and one of the main reason is lack of recovery of profits. For instance, here
B2B consumers are also focusing upon spending minimum upon purchasing the
accessories of cars in bulk.
 Ineffective consumer service- Here, Enviro-Cars ltd possess ineffective sales force and
thus they are not able to provide best consumer services. Thus, B2B consumes are facing
difficulties in carrying out the trade activities for long term.
 Preferences of consumers- Here, it is essential for company to determine the
preferences of people and thus provide them effective cars and thus satisfy the needs of
people. For instance, B2B consumers prefer fuel efficient car models as they are able to
promote the products in effective manner.
 Lack of trust- However, being operated in a small or medium sized car dealership
organization, it is crucial for enterprise to develop trust among their targeted segment so
that client's loyalty can be attained. Thus, it helps firm to become loyal consumers and
grow firm up to a great extent.
1.3 Role of sales team in the overall marketing strategy
In order to improve the effectiveness of organization's Sales and marketing, the
Marketing division have to analyze consumer needs to generate new ideas. Thus, the role of sales
team in the overall marketing strategies is as follows: Market Segments: The roles assumed by the Members of sales team depends on the
products company is offering in which segment or market. If product is highly technical,
then segmentation by industry will be effective, because role of a sales team member who
is responsible for industrial segment is expert for your product in that industry. In this
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context the role of sales person is to identify the need and demands of the customers for
cars in particular market segments. Strategic level: Once sale and marketing team members know which market segment
they are representing than they have to make sure that team marketing strategy are
according to need of their segment. The role of a team member in developing sales
strategies is to understand the needs of targeted market. However, The sales person of the
Enviro Cars Ltd. should make the sales strategies as per the competition factors and
demands of the consumers.
 Marketing Plan: After developing marketing strategy, each team member is responsible
for implementing sales plan in the areas of their responsibilities. Responsibility of the
sales in marketing plan is to decide the price and plan promotional activities for his
selected market segment. For instance, sales team of the Enviro cars can perform various
promotional activities such as, advertisement in news papers, social media networking,
road shows, brochures and personal selling for attracting more number of consumers.
TASK 2
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Speaker Note: In the first slide I will introduce my company and about the new product
launch .As a sales executive of ABC Company, my company is luanching new digital wrist
watch in the market to increase the customers.
Speaker Note: In the second slide, I will describe the features of my company's new product. Our
product digital watch contains some additional new features, my company is going to present
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this range in attractive designs, with high quality stainless steel and anti rust quality. This watch
is water resistant for 48 hours which is very high resistance time as compared to other brands.
Speaker Note: In the third slide i will discuss some more features of my company's product.
there are some additional features in this digital watch. It contains bright day glow colors, gold
plated casing arround LCD dial, pure leather straps, smarter and advanced version with good
quality.
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Speaker Note: In the fourth slide i have discussed some additional key benefits which will
attract my customers and investors to buy this product.
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In the fifth slide i will introduce some more benefits of my company's new product to customers
and investors for promote and recommend this digital watch to their friends, family and
colligues.
In the last slide i m on the outset to showcase my company's new product to the market so in this
slide i am disclosing the price of this digital watch .As it is a new launch of my organization
ABC Company i am offering very low priced product to my customers with compared to other
brands. my pricing objective is offering a high end product at a premium prices range of 300
pounds to my customers.
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TASK 3
3.1 Sales strategies aligned with corporate goals
Sales strategies can be aligned with corporate objectives in plastic products Ltd. From the
given case it is identified that Plastic products ltd. has corporate goal of expanding sales and
company outlets for their products. In order to achieve this corporate goal it involves differen
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sales strategies. Sales goals are essential to achieve success in the business. These goals provide
future direction for business which guide sales force in decision-making processes. Sales
activities includes attracting customers through website, advertisement, craft shows and
promotional activities at retail stores to increase their sale of product. An ideal sales plan
includes their sales team in process of improving their sales, therefore they need to find
organization's perfect prospect. For instance, the Plastic products ltd. wants to target customers
in fast food sector, for this they have to make a plan that how they are going to target them.
Furthermore, setting a time line for achieving sales goal is also very important part of a sales
strategy. For instance, they can set dates with all above elements to achieve these objectives in
realistic time line. Sales forecasting, business planning and budgeting are essential management
activities regardless of the size of business. Sales forecasting is not only benefit the business plan
of Plastic products ltd. But also make its managers in effective decision making. However, The
firm's goals and objectives can better implement the strategies into practices. The sales strategies
of the firm helps in achieving its short term and long term objectives. For instance, Plastic
products ltd. have insufficient resources, However, in this situations sales strategies should be
designed carefully and aligned to assure the effective use of those limited resources. so that
organizational goals can be achieved.
 It is essential for business to enhance client loyalty as firm is entering into retail market.
 However, they need to build proper sales strategy as it helps them to offer best solutions
in order to overcome rivals.
 It is essential for business to develop effectual strategy and develop competitive edge in
the market.
 For instance, it develops effectual opportunities for Plastic Products Ltd to improve their
business activities.
 Moreover, involving better sales plan helps in targeting consumers so that best profits can
be attained.
 With the help of such type of management style, Plastic Products Ltd can maximize their
market share, consumer base and achieve high profits.
3.2 Importance of recruitment and selection procedures for Plastic products ltd.
Recruitment and selection procedures are essential procedures for Plastic products ltd.
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As the organization need to expand their sales by recruiting new sales representatives in a
constantly changing business environment, Plastic Products ltd. company is required to select
people who are flexible, loyal, confident, knowledgeable and dependable. This can prove
themselves as a pillar of success in the organization (Milliken, 2008). Further, target population
for recruitment process of Plastic Products Ltd will differ. Thus, management is required to
undertake best option that is not suitable for firm. For instance, as per the care it can be
suggested that firm should recruit best candidate who is familiar to the industry and helps in
expanding the business up to a great extent. Following is the recruitment process-
Process Description
Job analysis Job description is necessary process in recruitment and
selection of employees in plastic products ltd. As the
organization's main objective for recruitment and
selection is to improve sales and expand business. Job
description clearly articulates responsibilities and
qualifications to attract the best suited candidates.
Sourcing As discussed in the case scenario Plastic products ltd.
want new recruitment from within the plastic industry,
since they are familiar with supply, production and
properties of plastic industry, Recruitment plan
elements can be Social Media, Job Fairs, Posting
Advertisement, Professional conferences, diversity
agencies, Resume Banks etc.
Screening and selection The interview is the most important step in selection
process of the organization. It is opportunity for the
company to learn more about candidate and validate
information which is provided by both (Rouse, 2015).
Plastic products ltd. can organize panel interviews and
virtual interviews to select a well experienced sales
representative for their organization.
Lateral hiring When organization chooses a candidate it sees the
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candidate qualification which he\she has demonstrated
in the resume, interview, employment history and
background check (Cecere, 2015). Once the interview
has been completed, the management will discuss
interviewees and can assess them on which the
candidates met their selection criteria.
The Recruitment and selection process is important for plastic products ltd. because of
this firm can hire skilled and knowledgeable sales team in the organization and firm can expand
its business with increasing sales and profitability.
3.3 Role of motivation, remuneration and training
 Role of Motivation in sales management- Motivation helps in developing the sales
people to carry out best goals. Role of motivation is very crucial in Plastic products Ltd.,
as it helps to initiate desired behavior in individual and direct them towards achieving
organization's goals. However, Motivation of sales representatives or sales team is very
important because this will encourage them for working hard and grow in their job.
Furthermore, financial performance of the company also depends upon the achievements
of sales targets. These are highly effective techniques to motivate Sales force of Plastic
products ltd. Moreover, according to Maslow's need of hierarchy theory of motivation
workforce is motivated to attain certain needs. These human needs are physiological
needs, safety needs, self actualization, self esteem and belongingness needs. As per this
theory the workforce should be motivated to fulfill these needs. However, if some
employee is in safety need than Plastic products ltd. can motivate those employees by
providing them job security and performance appraisal. Similarly, the firm can motivated
employees by providing them incentive to fulfill their physiological needs.Motivational
theories which are relevant to motivating sales people are:
 Maslow’s hierarchy of needs
 Herzberg's dual factor
 Goal setting theory
 Role of remuneration in sales management - It can be evaluated that high remuneration
will help in motivating individual in order to execute the tasks. Besides this,
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remuneration and training can be also utilized as motivation tools; Employees can be
motivated towards good team work and in achieving their targets. To motivate their
efforts organization can reward them by giving financial incentives and non-financial
incentives (Krajewski, Ritzman and Malhotra, 2007).
 Role of training in sales management- Further, training helps in improving the skills
and abilities of individual in order to achieve high results. Thereby Financial incentives
include cash benefits such as salary and commission based remuneration, where non-
financial incentives includes induction training, training on specific product or subject
and continues professional development.
3.4 Sales activities in order to control of sales output
Sales management can be stated as the tool of personal selling component in order to
develop best marketing program.
 Goal setting- In order to take strategic decision it is essential for business to develop the
goals and improve the skills and abilities of individuals to achieve results. Plastic
products ltd. can organize sales activities to improve their sales and they can organize
sales meetings and sales conferences to discuss their sales plans, new trends in the
industry and customers, upcoming sales events and summarize the progress of previous
activities which are carried out by them (Katz and Green, 2007). In these meetings all the
team members can share their ideas and suggestions for improvement by forecasting the
sales and strategic decisions such as how they can approach new customers and introduce
their product to them. While organizing sales activity organizers have to make sure that
activity is well planned and designed.
 Planning, budgeting and organizing- After, determining the goals, it is essential for
individual to effectively plan and develop the budget so that feasible results can be
attained. Most importantly sales plan should involve the budget for marketing and sales
activities. In sales event sales managers can utilize past data to estimate future expenses
and profits from new businesses. However, these are most important components of sales
activities in order to increase sales and profitability of Plastic Products ltd.
 Controlling sales output- Here, with the help of controlling sales output, it helps in
controlling actual output by comparing the desired results with that of actual outcomes so
that results can be attained. However, sometimes management has to control these
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activities to evaluate the success of employees. Therefore, the information about the
activity will be analyzed to make improvements. The performance level, achievement of
targets, return on investment and customer feedback has to be evaluated (Wallace, 2004).
Through this way the weak points of sales activities will be identified and management
can decide improvement in actions to control the sales output to match their
requirements.
3.5 Effective sales management supported by the use of database
Database can be used in order to collect data and organize in regard to achieve large
information about the particular topic. Database software plays a crucial role in order to get best
activities in business and manage the information. With the approach of ICT Technology in the
business environment the processes which were manually are done by machines. In past years,
sales management and other data recording was manually done on books and people had to
spend their lot of time to analyze and gather information from that data (Whisenant, 2006).
However, now with the use of computerized information management can easily access the data
and prepare reports which further helped them in fast decision-making.
In sales management data base are used to store, record and analyze data to make the
sales process more effective, this data base help in finding customer information, identifying
potential customers, individual achievements of targets and all other details regarding sales
(Kaplan and Norton, 2008.). These reports are very helpful in preparing performance criteria of
each sales person to achieve targets, forecast future sales, creating sales budget, expansion needs
and production improvement details and also if any problem is detected regarding sales plan then
the management can make solutions after discussing it with higher management with the help of
database management tool.
TASK 4
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4.1 Opportunity for selling internationally into chosen emerging market
REDO USE A18343 TO MODIFY FEEEDBACK BELOW
AC 4.2 NOT ACHIEVED.
Investigation of opportunities for selling internationally not evidenced.
Additional comments.
Clear evidence of investigation should be illustrated addressing issue such as
market entry, logistics and local competition etc. using relevant citations and
contextualised examples
Following are the opportunities available with company to sell their electronic products
internationally-
 Emerging market- It is beneficial for Curry’s manager to expand its operation in
developing country like India as it possesses huge opportunities for home electronic
products. When the products were limited in UK, the selling was limited and revenue
generation was also limited, but if the organization expands its business in India it will
create uncapped potential of revenue generation and profit making.
 Free trade- Developing countries are offering free trade to business and thus enhance the
sales.
 Multinational marketing- Here, top level management helps in marketing the products
at international level.
 International marketing- Further, strategic decision need to be made so that company
can effectively enter into foreign market.
 Exporting- Here, firm is able to export its products to different countries as per the
demand.
 Direct methods of overseas selling- Further, company can sell the products with the
help of subsidiaries, joint ventures and expand the operations.
 Diversified market segment- In regard to expand the firm operations, business is
required to adopt diversified strategy and enter into new market by providing wide range
of products and services.
 Strategic alliance- It is an agreement among two or more parties in order to agree upon
certain terms and conditions and enlarge the business activities to sell products in
international market.
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 Supply chain management: It is the central part of any organization whose efficiency
enables the organization to distribute its products in effective manner and reach large
number of customers.
 Minimize the level of Risk: When a product is launched in different countries, it
minimizes the risk of failure for the organization which the increased probability of
success.
 Market expansion: Launching products in different countries and having relational
constructs around the globe creates an opportunity to expand market of organization by
adopting different methods such as market penetration, product development, market
development and diversification.
It is beneficial for Curry’s manager to expand its operation in developing country like
India as it possesses huge opportunities for home electronic products. When the products were
limited in UK, the selling was limited and revenue generation was also limited, but if the
organization expands its business in India it will create uncapped potential of revenue generation
and profit making (Milliken, A. L., 2008).
Opening a store in other country will cost money which can be considered as investment
as those stores will help to increase sales and further will assist in making profit than their
investment. Before establishing business in India Curry’s manager need to do research on Indian
market and forecast how much sales they are able to achieve if they are selling it internationally.
According to the first step, Curry’s can open their online stores for Indian market and arrange
exports for these purchases (Oliva and Watson, 2011). If the organization is successful in online
selling in India than they can open a store in India with effective customer services which will
help Curry’s in decreasing risk factor. However, they can expand their business in any country to
increase profits.
4.2 Opportunities for using Exhibitions/Trade-fairs in India
REDO USE A18343 TO MODIFY FEEEDBACK BELOW
AC 4.2 NOT ACHIEVED.
Investigation of opportunities for selling internationally not evidenced.
Additional comments.
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Clear evidence of investigation should be illustrated addressing issue such as
market entry, logistics and local competition etc. using relevant citations and
contextualised examples.
Exhibition- Exhibitions are formal display of products by an organization to their prospective
customers with the ambition that it will arouse customer to buy their product in future. In a
country like India, it is very easy to promote product through exhibition or trade fairs because
people are more likely to attend exhibitions in India. In these exhibitions customers may not buy
products at same time but they will keep the name of company in their mind and in future they
can buy from Curry’s (Cecere, 2015). Through this activity customers will have a chance to
compare other brands products with Curry’s products at the same time, so that customers can
clearly understand the difference between quality and better product.
This activity will help in advertising and promoting the brand of the product. A good
exhibition with global exposure, lot of competitors and huge number of customers can be good
sales point for Curry’s.
 Improvement in technology: Exhibitions and fairs are the places where different people
who are expertise and specialists in the field come from various corners of the world.
These business entities are endowing knowledge of the latest technology. It has enabled
the mentioned organization Curry's Ltd to inbuilt high tech equipment and infrastructure
with advanced features that will enhance its productivity and profitability.
 Relational constructs: A center where different suppliers and traders gather to showcase
their organization's offerings enable them to enhance relationships and interactions.
Globalization has decreased the boundaries between different business entities. Through
this platform, curry ltd has extended its relationships and bring improvement in its
services. Further, connectivity with different suppliers has enabled it to make good
logistics.
 Brand Image: This is the apt platform to provide organization's products to different
people having wide range of choices. Curry's Ltd through exhibitions and fairs such as
London coin and London trade fair to reach people and create brand awareness.
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4.3 Sales Plan
REDO USE A18343 TO MODIFY FEEEDBACK BELOW
AC 4.1 NOT ACHIEVED.
Sales plan for a product or a service has not been develop.
Additional comments.
This should be improved with clear illustration of sales plan with mission and
objectives. Clearly linked with strategies and tactics, preferably with KPIs
 Mission- Company's mission is to improve their brand image and develop distribution
channel within emerging markets.
 Objective- Entering into Indian market.
 Strategies- Building promotional and marketing team to enhance sales into international
market.
 KPI- To monitor monthly sales.
Sales plan for Currys in India will adopt the following:
Products Price Promotions Place Distribution
Channel
Electronics and
household
appliances
Newspapers,
Brochures,
Advertisement,
Exhibitions and
trade-fairs.
India Wholesalers,
retailers, dealers,
end user
consumers and
Online portal.
Currys can create a sales plan for India in which they can promote their electronics and
household appliances through advertisement in newspapers, television, radio, distributing
brochures, and by participating in Exhibitions and trade-fairs. Also the firm can improve their
sales by distributing their products to wholesalers, retailers and dealers.
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Sales plan is the systematic and planned way of targeting customers at different market
segments. It is the comprehensive approach which inculcates into it different components such as
sales target, sales objective, target market, time duration and strategies used for the purpose.
Sales Target:It refers to make decisions with respect to increasing sales in the prescribed
duration of time frame.
Sales objectives: This is about deciding the set of activities that is needed to be pursued by
Curry's Ltd in order to explore new emerging market for the products of organization.
Target market: Among the different market segments, a most potential market is selected by
Curry's Ltd to increase its profitability.
Time frame: A particular time frame is decided with respect to achieve short term and long term
objectives.
Strategy: The central part of the sales plan lies in efficiency of strategy formulated by the
organization. Curry's Ltd has framed policies and plan by undergoing all the aspects influencing
the working of organization such as promotion, marketing, attracting investments and finance.
Along with this market analysis of target market is done so that plan can be made complying
with the existing situation of market.
CONCLUSION
Sales planning and operations is a business management process by which the executives
and sales team continuously focus in achieving and aligning all functions of organization. This
report helped in understanding the importance of sales planning and operations in achieving
organizational objectives and how it helps in preparing effective Sales strategies for improving
sales of the organization.
Moreover, this report encourages the role of motivation and recruitment and selection
procedure within the sales management. Hence, it has been concluded in this report that sales
planning and operations play a crucial role in organization success. Effective sales planning and
strategies can improve product sales which leads a business to earn profitability.
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Online
Cecere, L., 2015. Why Is Sales and Operations Plannning So Hard? [Online]. Available through:
<http://www.forbes.com/sites/loracecere/2015/01/21/why-is-sales-and-operations-
plannning-so-hard/>. [Accessed on 23rd October 2015].
Infor Sales & Operations Planning. 2015. [Online]. Available through:
<http://www.infor.com/product-summary/scm/sales-operation-planning/>. [Accessed on
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Rouse, M., 2015. Sales and operations planning (S&OP). [Online]. Available through:
<http://searchmanufacturingerp.techtarget.com/definition/Sales-and-operations-planning-
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