Training of Employees

This document discusses the need for training employees in the competitive bakery and beverage market in India. It explores the external market analysis, the enhancement of employees' skills, and the content and form of the training program. It also suggests ways to improve the efficiency of the sales force and highlights the role of training in aligning the sales force with market demands.

Running head: TRAINING OF EMPLOYEES
Training of Employees
Name of the Student
Name of the University
Author note

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TRAINING OF EMPLOYEES
Answer 1:
Sunrise Biscuits and Beverage Company should go for the new training programme. An
analysis of the case study reveals that there are several reasons which can be held responsible for
the need to hold more training programmes and on a wider scale:
External market analysis of bakery and bevarge market in India:
The external market analysis of the bakery and beverage in India shows that the market is
very competitive and is expected to reach $ 7.25 billion within the coming four years. As far as
bakery, one of the product category of Sunrise Biscuits and Beverage Company is concerned, it
can be pointed out that market is dominated by business giants like Britannia Industries Limited
and ITC Limited which are already an international players1. The beverage market in India is
already under domination of Coca Cola Company Limited and PepsiCo Limited, both based in
the US. This intense competition clearly shows that Sunrise should train its employees in order to
sustain in the market2.
Employees’ skill enhancement:
It is clear from the above discussion that employees at Sunrise should receive training to
compete in the intensely competitive bakery and beverage market of India. The case study gives
a very little detail about the scope of the trainings accept that the employees have to be trained to
adapt to the changing customer requirements. The new training program should seek to bring
about enhancement to meet several aspects like customer management knowledge, technical
1 Bureau, B, "Prnewswire.com.". in Prnewswire.com, , 2019, <https://www.prnewswire.com/news-releases/bakery-
industry-in-india-bread-biscuits-and-other-products-present--future-prospects-market-size-statistics-trends-swot-
analysis-and-forecasts-upto-2017-250144621.html> [accessed 8 January 2019].
2 "Fnbnews.com". in , , 2019, <http://www.fnbnews.com/Top-News/indian-biscuit-market-projected-to-reach-725-
billionin-next-four-years-42107> [accessed 8 January 2019].

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TRAINING OF EMPLOYEES
knowledge as well as decision making skills3. Moreover, the training should aim to train sales
personnel across all levels and tenure to adapt to market changes.
Answer 2:
The entire sales forces should be covered under the new training programme. The
training programme should include both the newly hired as well as the senior employees of the
sales department4. The scope of the training should embrace the sales forces deployed all across
its business zone.
Answer 3:
The content and form of the training programme should aim to align the sales staff
members with the dynamic business requirements of Sunrise in response to the intensifying
market competition5. The content of the training should be aligned with the job responsibilities of
the respective staff members. The content of the newly hired employees should be development
of basic product knowledge and marketing skills. The employees with tenure of a year should be
provided with advanced training. The training content of senior employees should aim to develop
decision making and leadership skills. The form of training at the initial stage should consist of
simulation, lecture and classroom training. Once, the employees develop the basic knowledge
they should undergo at least six months of on-job training. The management as a part of training
should aim to align the employees to the changes which Sunrise needs to embrace in order to
3 Singh, Vijay Lakshmi, Ajay K. Manrai, and Lalita A. Manrai. "Sales training: A state of the art and contemporary
review." Journal of Economics, Finance and Administrative Science 20, no. 38 (2015): 54-71.
4 Page, Timothy F., Dawn M. Nederhoff, Alexandra M. Ecklund, Keith J. Horvath, Toben F. Nelson, Darin J.
Erickson, and Traci L. Toomey. "A cost analysis of web-enhanced training to reduce alcohol sales to intoxicated bar
patrons." Journal of alcohol and drug education 59, no. 2 (2015): 25.
5 Bureau, B, "Prnewswire.com.". in Prnewswire.com, , 2019, <https://www.prnewswire.com/news-releases/bakery-
industry-in-india-bread-biscuits-and-other-products-present--future-prospects-market-size-statistics-trends-swot-
analysis-and-forecasts-upto-2017-250144621.html> [accessed 8 January 2019].

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TRAINING OF EMPLOYEES
serve customers more satisfactorily. The training regime should also leave scope for one-to-one
mentoring and counselling, if required to elevate the fear and insecurity among the sales
employees in the course of adapting to the market changes6.
Answer 4:
The efficiency of the sales force of Sunrise can be improved by two ways, first by
promoting experienced employees to higher level and hiring employees having experience of
working in top bakery and beverage firms at managerial levels. Internal promotion of
experienced employees to higher posts would enable these employees utilise their newly
acquired knowledge and skills in making more appropriate decisions since there are more
acquainted with the business environment of the company7. The second method, hiring
experienced sales employees with managerial experiences in the bakery and beverage industry
would enable the former bring about innovation in the process of decision making. These
employees would introduce those methods in Sunrise which leading bakery and beverage
companies use. Thus, these two methods would bolster the sales force efficiency to the next
level.
Answer 5:
The role of training is to develop the skills and competences of the sales force more in
line with the market. Training enables employees across designations develop new skills which
enable them to serve customers and clients better. For example, it can be assumed that Sunrise
6 Asfaw, Abeba Mitiku, Mesele Damte Argaw, and Lemessa Bayissa. "The impact of training and development on
employee performance and effectiveness: A case study of District Five Administration Office, Bole Sub-City, Addis
Ababa, Ethiopia." Journal of Human Resource and Sustainability Studies 3, no. 04 (2015): 188.
7 Kindström, Daniel, Christian Kowalkowski, and Thomas Brashear Alejandro. "Adding services to product-based
portfolios: An exploration of the implications for the sales function." Journal of Service Management 26, no. 3
(2015): 372-393.

4
TRAINING OF EMPLOYEES
uses both ecommerce and traditional sales channel to sell its products. This means that sales
force of the company have to interact with both wholesalers, distributors and retailers as well as
individual customers. Training empowers the sales personnel to understand the needs and
expectations of both business customers which is profit and individual customers which is value
addition by higher quality products from Sunrise. This superior understanding of customers’
needs enables the sales force to generate higher revenue for the company8. The sales force is also
able to serve the customers more satisfactorily, thus earning the company a loyal base of
customers. They sales force can in fact communicate the customers’ needs with the
manufacturing department and enable them to innovate their production process to produce more
innovation finished products. Thus, it can summarised that training enables marketing staff to be
more aligned with the market and generate higher revenue for Sunrise9.
8 Rapp, Adam A., Daniel G. Bachrach, Karen E. Flaherty, Douglas E. Hughes, Arun Sharma, and Clay M. Voorhees.
"The role of the sales-service interface and ambidexterity in the evolving organization: A multilevel research
agenda." Journal of Service Research 20, no. 1 (2017): 59-75
9 Cao, Lanlan, and Li Li. "The impact of cross-channel integration on retailers’ sales growth." Journal of
Retailing 91, no. 2 (2015): 198-216.

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TRAINING OF EMPLOYEES
References:
"Fnbnews.com". in , , 2019, <http://www.fnbnews.com/Top-News/indian-biscuit-market-
projected-to-reach-725-billionin-next-four-years-42107> [accessed 8 January 2019].
Asfaw, Abeba Mitiku, Mesele Damte Argaw, and Lemessa Bayissa. "The impact of training and
development on employee performance and effectiveness: A case study of District Five
Administration Office, Bole Sub-City, Addis Ababa, Ethiopia." Journal of Human Resource and
Sustainability Studies 3, no. 04 (2015): 188.
Bureau, B, "Prnewswire.com.". in Prnewswire.com, , 2019,
<https://www.prnewswire.com/news-releases/bakery-industry-in-india-bread-biscuits-and-other-
products-present--future-prospects-market-size-statistics-trends-swot-analysis-and-forecasts-
upto-2017-250144621.html> [accessed 8 January 2019].
Cao, Lanlan, and Li Li. "The impact of cross-channel integration on retailers’ sales
growth." Journal of Retailing 91, no. 2 (2015): 198-216.
Kindström, Daniel, Christian Kowalkowski, and Thomas Brashear Alejandro. "Adding services
to product-based portfolios: An exploration of the implications for the sales function." Journal of
Service Management 26, no. 3 (2015): 372-393.
Page, Timothy F., Dawn M. Nederhoff, Alexandra M. Ecklund, Keith J. Horvath, Toben F.
Nelson, Darin J. Erickson, and Traci L. Toomey. "A cost analysis of web-enhanced training to
reduce alcohol sales to intoxicated bar patrons." Journal of alcohol and drug education 59, no. 2
(2015): 25.

6
TRAINING OF EMPLOYEES
Rapp, Adam A., Daniel G. Bachrach, Karen E. Flaherty, Douglas E. Hughes, Arun Sharma, and
Clay M. Voorhees. "The role of the sales-service interface and ambidexterity in the evolving
organization: A multilevel research agenda." Journal of Service Research 20, no. 1 (2017): 59-
75.
Singh, Vijay Lakshmi, Ajay K. Manrai, and Lalita A. Manrai. "Sales training: A state of the art
and contemporary review." Journal of Economics, Finance and Administrative Science 20, no.
38 (2015): 54-71.