Sales Planning and Operations Assignment | ASDA Co

Added on - 28 Dec 2019

  • 23

    Pages

  • 7950

    Words

  • 281

    Views

  • 0

    Downloads

Trusted by +2 million users,
1000+ happy students everyday
Showing pages 1 to 6 of 23 pages
Sales Planning andOperations
TABLE OF CONTENTSIntroduction......................................................................................................................................3Task 1...............................................................................................................................................31.1 Explaining how personal selling supports the promotion mix...............................................31.2 Comparing buyer behavior and the decisionmaking process in different situations........................................................................................41.3 Analyzing the role of sales teams withinmarketing strategy........................................................................................................................5Task 2...............................................................................................................................................6Task 3...............................................................................................................................................63.1 Explaining how sales strategies are developed inline with corporate objectives.....................................................................................................63.2 Explaining the importance of recruitment andselection procedures....................................................................................................................73.3 Evaluating the role of motivation, remunerationand training in sales management...............................................................................................83.4 Explaining how sales management organise salesactivity and control sales output.................................................................................................93.5 Explaining the use of databases in effective salesmanagement..............................................................................................................................10Task 4.............................................................................................................................................114.1 Developing a sales plan for a product or service.................................................................114.2 Investigating opportunities for sellinginternationally...........................................................................................................................124.3 Investigating opportunities for using exhibitionsor trade fairs..............................................................................................................................13Conclusion.....................................................................................................................................13References......................................................................................................................................142
INTRODUCTIONSales planning and operations plays an important role in the organisation. To synchronizethe functions effectively within the organization, these operations and planningintended to helpthe teams of the business (Feng, D’Amours and Beauregard, 2010). The various tasks include inthe sales planning and operations are sales team, strategic initiative plan, product developmentplan, financial plan, production plan, inventory plan, etc. The present report is based on theASDA, an American-owned, British-founded supermarket retailer, headquartered in WestYorkshire, deals in Grocery, general merchandise etc. (About us,2016). Furthermore, the aim ofthis unit is to provide an understanding of sales planning, sales management, and the sellingprocess, which can be applied in different markets and environments. In addition to this, thereport also explains the different ways through which personal selling supports promotionalactivities in organization. To understand the roles and objectives of sales management, theimportance of recruitment and selection procedure is explained in this report.TASK 11.1 Explaining how personal selling supports the promotion mixFrom the different activities, marketing is one of the activities that form the back bone forany company. To run the marketing activities for the grocery products, ASDA has built anefficient sales team (Ayton, 2011). Marketing ensures effective consumer relationshipmanagement in addition to this, with the customers it also ensures efficient communication.Marketing campaigns are important for the organisation and hence it runs in order to benefit thestakeholders. To carry out the marketing activities in the business in order to achieve theobjectives and goals, companies build marketing mix, these are the marketing tools. Marketingmix consists of four P's that are Price, Place, Product and Promotion (Salkin, 2009). Along withthe marketing mix, promotional mix is also developed by the companies. The activities coveredin the promotional mix are sales, personal selling, direct marketing, advertising, public relationetc.Advertising: It is the mass media method, provides exposure to the largest dispersedaudience at low cost. The different forms of advertising are newspaper, posters, leaflets,social media etc.ASDA uses social media, newspaper as well as posters for advertising.3
Direct marketing- This method enables companies to reach out directly to consumerswithout intermediary any source of channels (Kitchen, 2013). The components include inthe marketing communication process are direct mail, telemarketing, online marketingetc. In this regard, ASDA makes use of various forms of direct marketing such as onlinemarket and telemarketing.Personal selling supports the promotion mixIt is one to one communication between the seller and the buyer. It is selling of theproducts and services by personally meeting clients along with ensuring to form effectivecustomer relationship (Thomé and et.al., 2012). Personal selling plays a crucial role from all theactivities that are included in the promotional campaign. Incentive programs or tradepresentation is usually conducted by the sales teams, in order to personally sell products orservices. ASDA consider personal selling as one of the most effective selling tools, the reason isit is highly flexible. In order to sell the products to the customers, sales team of ASDA makecustomers presentation about their products in which the cited company is dealing. Thepresentation is prepared keeping in mind the needs and motive of the customers and also with amotive to impress them. On the other hand, to convince the customers effectively, salesprofessional should be with high energy and processes the skills, this must be needed at the timeof personal selling (Waarden, Benavent and Castéran, 2013). Hence, personal selling supportsthe promotion mix as it enables the mentioned company to gather suggestions and feedback fromdifferent people and also get to know about the target audience well.Push strategy-This strategy is defined as taking the product directly to the consumers. This isdone by using those means that are suitable. Push strategy is undertaken to ensure that whilepurchasing the products of ASDA the customer is aware about them.Pull strategy- A pull strategy is defined as motivating customers to actively seek ASDA as theirpreferred brand(Meyr, Wagner and Rohde, 2015)..ASDA uses push promotional strategy. Sales are integrated with other promotionalactivities. In personal selling, ASDA appoints sales persons who persuade the customers to buyproduct. Various pricing strategies are used by the salespeople which help in convincingcustomers for purchasing a particular product of ASDA.in this way, personal selling is quitesupportive to promotion mix.4
1.2 Comparing buyer behaviour and the decision making process in different situationsBuying behaviourWhile purchasing any product or services, the attitude adopted by the consumers is oftendefined as buyer behaviour. It is one of the crucial components for the organization to considerbuyer behaviour while formulating their marketing activities and strategies. Buyer behaviourhelps the company in decision making process in different situation (Yannopoulos, 2011). Incase of ASDA, due to economic recession the sales of the products were down. Five stageprocess was adopted by the ASDA as to study the consumer behaviours. Such as:Determining the problem: At the time of choosing electronic products for themselves orfor-others, consumers often face numerous problems.They find it difficult to choose theright product as there are a number of options available. Also, sometimes the features ofthe products of different organizations are almost similar which adds to the confusion ofbuyers.ASDA determine the problem in the situation, when the electronic market is low.It presents the features of its products in a distinctive way which helps the customers inmaking choice. Purchase occasion also determines the need of customers.Gathering information: After determining the problem the next stage is of gathering theinformation related to the problem (Meyr, Wagner and Rohde, 2015). This is done bylooking into the problems, which are faced by the consumers regarding the electronicproducts along with this to solve the problem they also look for solutions.For example,in order gather information, the consumers can contact the store keepers. They can alsolook for the features of the product.To evaluate different options: Sales team of the cited company gets numerous optionsfor consumers, at the time of gathering information. According to the problem, salesteams have to find specific options. In the case of ASDA, if customers face problems inselecting the electronic product for example mobile, cameras, then company can presentdifferent varieties of products at the same price (Calfa and et.al., 2015).The problemidentified is that customers find issue in making choice about an electronic product as thefeatures of these products seem to be the same. Hence, for solving the issue the companycan evaluate the options available. One option available to the company is that they can5
mention the features of the products distinctly on their packaging. Another suitableoption is that Asda can provide a catalogue to the customers with the help of which thecustomers can easily compare features of various products. This stage is influenced bythe buyer mood.Purchase decision: This stage is to make the customers buy electronic product of his ownchoice.At this stage, after evaluating the different options available, the customerschoose to buy the most favoured product.Post purchasing evaluation: In this last stage, the customers evaluate the electronicproduct bought by them.At this stage, the customer evaluates the product and decideswhether he has made right choice or not. If he is satisfied with the product, the customerwill repeat the five stages of the buying process. Also, the stage of information searchwill be minimized as the customer will be assured that the product was good.Thementioned company has to ensure that the customers who buy the electronic products arehappy with their purchases and are not facing any issues related to product or services.ASDA adopted a five stage process with a motive to ensure that the customers aresatisfied with the product or services and their problem is rectified. This model is important, atthe time of taking marketing decisions by the sales team (Ivert and et.al., 2015).In the same wayas consumers are influence, organizational buyer behaviour is also influenced by various factors.These include environmental, organizational, interpersonal, individual etc. The unfavourableconditions of the economic and political environment restrain ASDA from making purchases.1.3 Analyzing the role of sales teams within marketing strategySales team plays an important role in the organization and have a substantial influence onthe profitability of business. As to reflect the strength of the products, definite roles are assignedto each and every sales team. There are various roles and objectives of the sales team ormanagement (Bilginer and Erhun, 2015). On the basis of the roles taken by the sales team,marketing strategies are built, they can set achievable targets. Within the market strategy, themain role of sales team is to advocate for the needs of target market. Sales management isreferred to training and managing of sales staff as well as reporting of company's sales to thesenior level management(Fleischmann, Meyr and Wagner, 2015). In ASDA, the primaryrole ofsales management is having knowledge of company’s long and short run goals, production6
desklib-logo
You’re reading a preview
Preview Documents

To View Complete Document

Click the button to download
Subscribe to our plans

Download This Document