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Sales Planning and Operations in Primark : Report

   

Added on  2020-01-15

17 Pages3083 Words235 Views
Sales Planning and Operations

TABLE OF CONTENTSINTRODUCTION ..........................................................................................................................3TASK 1............................................................................................................................................3Importance of personal selling in supporting the promotional mix.............................................3Buyer behavior and decision making process in different situations..........................................3Role of sales team within Primark’s marketing strategy.............................................................4TASK 2............................................................................................................................................5PPT and Appendix.......................................................................................................................5TASK 3............................................................................................................................................5Explain how corporate objectives impact on sales strategies and vice versa..............................5Significance of applying rigorous recruitment and selection procedures to your recruitmentcampaign......................................................................................................................................5Role of effective motivation, remuneration and training on sales management..........................6Organise sales activity and what measures you will take to control sales output........................6Use of databases in effective sales management for an organization like Primark.....................7TASK 4............................................................................................................................................7Sales plan for any chosen sports lines..........................................................................................7How sales can increase by selling internationally.......................................................................8How sales can increase through exhibitions and trade fairs........................................................9CONCLUSION................................................................................................................................9REFERENCES..............................................................................................................................10Appendix TASK 2.........................................................................................................................112

INTRODUCTION Sales planning and operation is the imperative aspect of an organization as it determinessuccess in the competitive market (Mullin, 2010). It consists of all the activities that are relatedto sales management through which organizational objectives can be achieved. Present report isbased on Primark which is situated in United Kingdom. This clothing store chain provides a widerange of products and services at an affordable and reasonable prices. Further, importance ofpersonal selling in supporting the promotional mix for the company has been described.Similarly, role of sales strategy involving the corporation objectives have been discussed. Inaddition to this, various sale control measures have been explained.TASK 1Importance of personal selling in supporting the promotional mixPersonal selling refers to the process of delivering products and services to the end users.It helps to find new customers and offers of Primark can be communicated to them. The processof personal selling facilitates to contact large number of buyers for a longer time span byproviding good response to their queries. In this ways personal selling supports promotion mixwhich consist of elements like public relations, sales promotion, personal selling and advertising(Mattiske, 2012). For example, if Primark promotes its product through advertisements then withthe help of personal selling, corporation can easily approach customers. Similarly, publicrelationship can also build with the help of personal selling. This is because employees contacttheir customers personally and make them satisfied by offering them good quality of servicesthat is pre-sales as well as after sales services. In addition to this, sales promotion is alsosupported by personal selling wherein sales personnel of Primark depicts good image ofcompany in the marketplace.Buyer behavior and decision making process in different situationsThere are several process included in decision making procedure of a buyer. Here, thescenario depicts that Primark is about to launch its new sport lines for diverse gender, age andaccording to taste of the customer. Owing to this, at first buyer decides that what his /her3

requirements are. In this regard, internal and external stimuli plays a vital role. Accordingly,information is searched in order to fulfill their requirement. Here, internal and external partiesplay a significant role in providing information (Storbacka and et.all, 2009). At this juncture,experience of buyers at Primark also help them in selecting the product as per their desire. Forinstance, advertisement and internet marketing of products and services facilitate to deliver rightkind of information regarding new line of sportswear for all aged people. Furthermore, purchasedecision is taken as per the gathered information. In case, customers do not find relevantinformation then they might search for another alternative. After taking purchase decision postpurchase decision is taken by buyers.The above decision making process depicts that in case of business to business, clienttend to focus on bulk purchases. They are not required to get motivation from external andinternal stimuli. On the other hand, customers focus on different perspective of products as theyare the end users. Furthermore, B2B do not requires more promotional activities whereascustomers are influenced through advertisements and promotions.Role of sales team within Primark’s marketing strategyThe marketing strategies of Primark are designed in order to attract a large numberofcustomers and to attain business profitability. The sales team plays a major role indevelopment of marketing strategies and they supports it by playing respective role of individual.Sales team responsibilitiesSegmenting market on the basis of its informationMaking coordination with other departments of the companyThe individual member of sales team is responsible for performing his/her good to attainsales targets of the company(Spiro,2006) Role of the sales team within Primark marketing strategyThe sales team has an influential role in reflecting the strength of products and attainingsales performance required by the company. The sales team of Primark must understand theneeds of a buyer and should assess the availability of products and related information. Inaddition to that, sales representatives play a major role in offering products to the customers in4

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