SPO

SALES PLANNING
AND
OPERATIONS
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TABLE OF CONTENTS
Introduction......................................................................................................................................3
TASK 1............................................................................................................................................3
1.1 Explaining how personal selling at Eviro Cars Ltd support other promotional activities.....3
1.2 Comparison of buyer behaviour and decision making process in different situations of
Eviro-Cars Ltd.............................................................................................................................4
1.3 The role of sales team within overall marketing strategy for Eviro Car Ltd.........................6
3.1 How sales strategy can be aligned with the corporate objectives of Plastic products Ltd.....7
3.2 Why recruitment and selection process are important for Plastic Products Ltd?..................7
3.3 The role of motivation, training and remuneration in sales management..............................9
3.4 Describing the use motivation within sales management....................................................11
3.5 The use of database in Plastic product company.................................................................12
TASK 4..........................................................................................................................................12
4.1 Opportunities for selling internationally..............................................................................12
4.2 Opportunities for using exhibitions and trade fairs..............................................................13
4.3 Sales plan for Currys product.............................................................................................13
Conclusion.....................................................................................................................................14
REFFERENCES............................................................................................................................15
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Illustration Index
Illustration 1: Maslow theory.........................................................................................................12
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INTRODUCTION
Sales and operational planning is a coordinated process which involves the prediction of
future sales and planning the production process accordingly. It helps business in managing its
manufacturing output in an optimum manner so as to meet the present as well as future
requirements of customers (Oliva and Watson, 2011). Therefore, it is the key activity for
organization which helps company in attaining its sales targets and ensuring the satisfaction to
customers. In the present research study, various aspects of sales and operational planning has
been studied. In this aspect various companies have been selected in this report to deeply
understand the concept of sales and operational planning.
TASK 1
1.1 Explaining how personal selling at Eviro Cars Ltd support other promotional activities
Personal selling is an important part of promotional mix which assists the business in
reaching its potential customers. Promotion mix is the combination of different variables that are
selected by the marketers of Eviro Car Ltd. to target the potential customers and to accomplish
the business objectives. However, personal selling is a component of promotion mix which
involves direct or one to one communication between customers and sellers (Grimson and Pyke,
2007). Thereafter, various components are included in the promotional mix such as sales
promotion, publicity, personal selling and advertisement etc. The role of personal selling in Eviro
Car Ltd. is explained as follows:
 It assists the organization in targeting potential customers and results in actual sales by
persuading the customers.
 There is the least wastage of efforts in personal selling as sales personnel selects the
target market and concentrates on customers within that segment only.
 Personal selling generates the awareness among customers about the products and
services that are offered by Eviro Car Ltd (Miller, 2012).
 It is more impelling than advertisement or publicity as it involves direct communication
between buyers and sellers.
 It supports advertising as it explains those attributes and clear those misconceptions
which are ignored during advertisement.
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 The sales personnel can modify its message and explain in the language that is
understood by the target customers. Therefore, it is more flexible than other mediums.
Personal selling helps in developing better relationship between buyer and seller. This is
because, seller makes efforts in understanding the needs of target customers and suggests the
ways in which offerings of Eviro Car Ltd. can fulfil them.
The sales team of organization collects the relevant information about the needs and preferences
of target customers. This information further helps company in modifying its present offerings.
With the help of this, firm becomes aware of the changing tastes and demand of customers and
thus, becomes competent to provide better services (Meyr, Wagner and Rohde, 2015). In
addition to this, it provides competitive advantage to business over its rivals. Thereafter, business
can design new strategies to fulfil the demand and expectations of target consumers in a better
way. Personal selling further support other promotional mix elements in many ways. For
instance, in the advertisement of Eviro Car Ltd only general information like speed, price and
some specific features of car are explained while through personal selling, sales man can explain
other plan like insurance that will be provided by company. Thereafter, the sales executive can
detail out the features demonstrated in advertisement in the language understood by the
prospective customer.
1.2 Comparison of buyer behaviour and decision making process in different situations of Eviro-
Cars Ltd
Buyer behaviour is related to various stages that target customers undergo before buying
a particular product. Buying decision making process is directly associated with the behaviour of
customers. The purchasing decision of customers involve different steps, the description of
which is as follows:
 Need identification: It is a first step of decision making process in which buyer decides
the need that he or she wants to fulfil first. In this step, buyer determines a purchase
priority for himself (Kaplan and Norton, 2008). For instance, John wants a 4 seater car
for its personal use and it should be fully equipped with new music system, modified
features etc.
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 Information search: It this step, the customer tries to identify various ways to fulfil its
requirements. For example, John will discuss among its co-workers, relatives and peers
or on internet about the new cars of various models that are available in the market.
 Alternative solution: After gathering information, it is required by the customer to
determine various alternatives to select the one which fulfil its needs in the best way
(Mentzer, Stank and Esper., 2008). For instance, John will take the help of online
medium and will search and analyse various models in terms of price, design, attributes
etc.
 Purchase decision: After evaluating different alternatives, customers select the best
suited available option as per its requirement. For example, John will make his decision
on the basis of attributes that he wanted in a car. Thereafter, he will select the best which
falls in his budget and have all the required features which he want.
 Post purchase evaluation: It is a final step in which buyer after making purchase
decision evaluates and matches its satisfaction level with its actual requirements. Here, in
our case, John is happy and satisfy with its new Eviro Car (Katz and Green, 2007).
Comparison of B2B and B2C buyer behaviour
Business to business buyer behavior (B2B) Business to customer behavior (B2C)
B2B buyers are few in number but do bulk
buying.
B2C buyers are large in number but do few
buying as per their need.
Business buyers are geographically
concentrated.
Customers are scattered and are not
concentrated in a particular region.
They do purchasing for their professional
purpose.
Customers do purchasing for their personal
use.
Buying process of business buyers is more
formal.
Buying procedure of customers is informal
(Nurmi, 2012).
The distribution process of business to
business marketing involves more direct
distribution channels to prospective customers.
The distribution process of business to
customers involves more indirect channels and
intermediaries like, wholesaler, retailer etc.
For instance, while purchasing Eviro Cars, the
business buyer will directly contact company
for purchasing cars in bulk.
For example, while buying Eviro-Cars the
customers will contact distributor or visit
showroom for purchasing single car
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