Sales Operations Report: IKEA's Marketing Strategies and Performance

This report provides a comprehensive analysis of IKEA's sales operations. It begins by exploring the interrelationship between personal selling and the promotional mix, comparing buying behavior in different situations, and outlining the roles and responsibilities of the sales team within the marketing strategy. The report then delves into practical applications, including sales presentations, sales strategies aligned with corporate objectives, and the importance of recruitment and selection. It further examines the role of motivation, remuneration, and training in sales management, along with how sales management organizes sales activities and controls sales output. The use of databases in effective sales management and opportunities for international selling and trade fairs are also discussed. The report concludes by highlighting key findings and recommendations for optimizing IKEA's sales operations, drawing upon the provided content to create a cohesive and insightful analysis.

SALES OPERATIONS

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Interrelationship between personal selling and promotional mix.....................................1
1.2 Comparison between buying behaviour and decision-making process in different
situations.................................................................................................................................2
1.3 Roles and responsibilities of sales team within marketing strategy.................................3
TASK 2............................................................................................................................................3
2.1 Prepare sales presentation for product or service.............................................................3
2.2 Carry out sales presentation for product or service..........................................................3
TASK 3............................................................................................................................................4
3.1 Sales strategies which develops in line with corporate objectives...................................4
3.2 Importance of the recruitment and selection process.......................................................4
3.3 Role of motivation, remuneration and training in sales management..............................5
3.4 Sales management organize sales activity and control sales output.................................6
3.5 Use of database in effective sales management...............................................................7
TASK 4............................................................................................................................................7
4.1...........................................................................................................................................7
4.2 Opportunities for selling internationally..........................................................................7
4.3 Opportunities for using exhibitions and trade fairs..........................................................8
CONCLUSIONS..............................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Sales department of an organisation is its integral part that assist in increasing the business value.
There are differs roles and responsibilities that are to be undertaken by the people engaged in the
sales operation of an organisation (Johnston and Marshall, 2016).The present report covers the
major functions played by the sales department in meeting organisational aims and objectives. In
addition to this relationship between the promotional mix and personal selling is also developed
in the present piece of work. The study further aims on the effective sales management
techniques that are implemented in an organisation. Moreover, a product will be chosen and a
sales plan will be generated for it. This development will be narrowed in line with the corporate
strategies. Further, different databases that will be used in boosting the sales operation of an
establishment will be discussed.
In order to attain the desired outcomes of the present assignment, the organisation
selected is IKEA. It is a private limited company belonging to retail industry which was funded
73 years ago in Netherlands. The selected organisation is spread worldwide at 411 locations
accounting in considerable profit. The product of the company involves self-assembly furniture
and households.
TASK 1
1.1 Interrelationship between personal selling and promotional mix.
Promotion is one of the most important element of marketing mix. There are further different
method in which this action is performed. Some of them includes personal selling, sales
promotion, direct marketing, publicity and advertising. Personal selling is regarded as the most
significant tool which is used for the promotion of either services or products or an organisation.
It is a process through which person to person communication is carried between the
organisation’s sales people with the customer (Zeschky Widenmayer and Gassmann,
2014).Personal selling differs from entities to entities depending on several factors such as nature
of products, size and scope of industry, etc. However, there exists a common things between
them all and that is the role it plays in the effective promotion of the services. With the help of
personal selling method, salesperson communicates with the different customers with varied
perception. This interaction can help IKEA in getting deep in-sights of the rising antithetic
demands and needs of the customers. Following this, personalised services can be developed to
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satisfy a large base of consumers. This satisfaction level will further assist in increasing
profitability of the selected company. This, in turn, will raise the business value of IKEA.
1.2 Comparison between buying behaviour and decision-making process in different situations
There are different situations that are faced by the organisations and its customers and their
behaviour in these conditions highly varies from each other. Below present a table comparing the
buying behaviour and decision making process in different situations:
Situation Consumer buying behaviour Decision-making
Purpose of buying The purpose of buying for
customers is to satisfy their
needs and demands for the
product.
They buy services form the
suppliers to sell them in an
increased price to generate
business profit.
New product entry To check either these
developed products meet their
needs and demands or not.
To check the effectiveness of
the newly developed product
in attracting a large customer
base so that profit can be
raised.
Effect Some common factors that
effects in the buying
behaviour of consumer
includes the age, gender,
geography, beliefs, etc. (Ulaga
and Loveland, 2014).
Decision-making of
organisation relies on the
different micro and macro
factors such as consumers,
investors, government, etc.
Quality It is the basic desire of
customers that they receive
quality product or value for
money. Quality in the
products highly influence
customers to buy the services.
Effective quality in the
services and products
is maintained to meet
the legal requirements
and to increase
consumers (Hoenig
and Henkel, 2015).
2

...
1.3 Roles and responsibilities of sales team within marketing strategy.
Marketing strategy of a company highly relies on the functions played by sales department.
The major roles and responsibilities that are ensured by the sales section are as follows:
 Increasing customer base: Marketing is basically aimed on the practices that draws the
attraction of consumers towards the products and services of a company. Sales
department thus communicates with different people and develops a network of people
which are alter targeted by the marketing strategy. Hence, the role sales department
perform by communicating with different clients helps in increasing customer base
(Antoncic, Auer Antoncic, and Aaltonen, 2016).
 Analysing perceptions of consumer: The most significant role sales department of a
company performs is to understand the rising needs of customers so that marketing
strategies can be planned effectively. In addition to this, person-centred needs can be paid
attention by this tactic.
 Supporting services: Sales department further provide support and service to the
consumers in the overall working period. Also, post delivery service are maintained after
this unit.
 There exist one more important function of an organisation’s sales department and that is
gathering of relevant information that is needed in the development of marketing plan.
Also, feedback from customers assists in effective creation of products and services
(Huang, and Sarigöllü, 2014).
TASK 2
2.1 Prepare sales presentation for product or service
Enclosed in ppt
2.2 Carry out sales presentation for product or service
Enclosed in ppt
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TASK 3
3.1 Sales strategies which develops in line with corporate objectives
In order to develop effective results in the IKEA, create more corporate objectives in the
business. In respect to enhance profits and revenue there are different activities has been
performed at workplace (Meyr, Wagner and Rohde, 2015). Customers are attracted towards the
business that assists to offers different aspect at workplace. There are different strategies exist
through IKEA can develop their corporate objectives:
 Customer service excellence: In IKEA, there are different strategies in which the
company develops their outcomes in systematic manner. In respect to increase sales and
attract more customers, strategic sales objectives carry product lines and offers several
services that encompass to look for customer. They are also going for contribute and
management to ascertain effective functioning (Chen, Rivas and Wu, 2016). This sales
strategy assists to make effective functioning in the business.
 Product selection: It is the important part of the IKEA corporate objective. In this aspect,
they need to beat with competition to offer effective results to the customers. Hence, the
company gives best choice for the different products at best price (Fleischmann, Meyr
and Wagner, 2015).
 Performance management: In this regard, entrepreneurial management need to apply
performance management for the sales function which is the more important perspective
for the IKEA. People of the organization need to know how sales staff will interact with
customers.
 Consideration: In respect to develop effective functions and operations, consideration is
the important aspect that assists to make more important elements in IKEA. In this way,
strategic sales objectives develops operations and functions that make promotion and
sales in the management process (Adamczak, Domański and Cyplik, 2013).
3.2 Importance of the recruitment and selection process
With the help of effective recruitment and selection process in IKEA, turnover could be
reducing effectively. Therefore, process will be match to the right person with right skills. It
assists to IKEA to attract many customers at workplace in systematic manner.
Analysis the job requirement
In respect to recruit the new members in business, there are different activities ascertain
at workplace (Qi and Ellinger, 2017). In this regard, IKEA need to identify requirement for the
each position to make effective results at workplace. Management need to determine acceptable
level of the qualifications for educational attainment, past experience and skills for the position.
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Management and HR department need to take plans to recruit most suitable candidates at
workplace.
Suitability
In respect to ascertain several activities at workplace of IKEA, recruitment and selection
process is important for describes the primary task which involved in it. It demonstrates core
competencies that are needed to perform job role at workplace (Johnston and Marshall, 2016).
Consistency
In order to make good recruitment and selection, the organization need to hire managers
and use pre-determined criteria at different stages of the recruitment process. Therefore, it assists
to minimize risk of the bias and discrimination at workplace of IKEA. Each candidate would be
develops their participation through taking interview from people (Kilger, Reuter and Stadtler,
2015).
Legality
Privacy and equal opportunities legislation need to be implemented at workplace that is
needed to develop fair and transparent results at workplace. In this way, good recruitment and
selection procedure also determines at workplace in systematic manner in IKEA. Candidates also
need to includes legal actions that assists to accomplish desired results at workplace (Noroozi
and Wikner, 2017).
3.3 Role of motivation, remuneration and training in sales management
In respect to develop effective results and outcomes, inadequate products and services
need to be developing in systematic manner. Due to lack of sufficient efforts at IKEA, there are
no effective functions and operations develop in systematic manner. Hence, different program
take place in the business that enhance profits and revenue at workplace (Hulthén, Hulthén and
Norrman, 2016). With the help of new hiring and ongoing training, motivational program
ascertain effective functioning to make more sales. Following are different activities ascertain at
workplace of the chosen business:
Training strategy: Sales training in the IKEA incorporate with the different perspective
such as mechanics and causes for the selling. Training strategy determines as the customer
relationship management that instruct sales personnel. For instance, training to the sales
employees determines effective solution for the development of the products and reveals for the
best solution (Adamczak, Domański and Cyplik, 2013).
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Prospect, engage, acquire and keep: In respect to ascertain effective functions and
operations, there are different perspective develops at workplace in systematic manner. In this
regard, IKEA need to develop their sales through small business owner for modifying sales
training at workplace. As results, prospect, engage and acquire to several candidates in IKEA
assists to make effective functioning at workplace.
Motivation and reward system: In the chosen business unit, motivation and reward
system encourage to the several candidates to ascertain different activities in systematic manner.
Therefore, they are able to develop more profits and revenue at workplace (Fleischmann, Meyr
and Wagner, 2015). For example, provide financial and non-financial reward assists to motivate
different people at workplace of IKEA. As results, they are ascertain effective participation
towards the goals and objectives at workplace.
3.4 Sales management organize sales activity and control sales output
In respect to ascertain effective results and outcomes, sales activity organize by the
manager of the chosen business so that they are able to deliver effective functions at workplace.
In this regard, IKEA has main aim is to accomplish desired goals and objectives in successful
manner through increase sales volume at workplace. Sales management need to prepare sales
activity as per the last year. It is very difficult to predict sales but it is essential to set the budget
for different activities in the business unit. In respect to organize the sales activity, sales manager
need to coordinate with production department manager to know about the past and future
production in the business. As per the market demand of the product, it is helpful to create the
sales activity at workplace. After going to the past performances, the manager of IKEA needs to
decide targets and ascertain several activities in each area of the business operations. Every
member of the sales team need to give task, according to their capabilities. After completing this
work, controlling and evaluating the activities ascertain that assists to manage functions and
operations in the business environment. To control the sales activities, sales manager need to
prepare proper structure in the each target market so that they are able to accomplish effective
results in systematic manner at workplace. According to the market demand and supply, product
require to develop ideas that needed and maintained sales volume for ascertain effective
functioning at workplace. As results, people need to aware towards the goals and objectives at
workplace. With the help of proper structure in each target market, demand and supply ascertain
effective functioning.
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3.5 Use of database in effective sales management
At workplace of the IKEA, there are different tools and techniques ascertain that create
effective functioning at workplace. In this aspect, management includes planning,
implementation, control, etc. activities that assists to manage functions and sales program at
workplace. In addition to this, it includes recruiting, training, motivating, implementing,
evaluating, etc. to ascertain sales force at workplace. In this regard, effectiveness of the sales
management rely on the information from each sales territory. Status of the present and past sales
structured in the systematic perspective that make effective functioning at workplace. With the
help of status of present and past data structure well maintained in systematic way. further,
proper communication between sales managers and territory also determines creative results in
the business unit so that company able to assess the customers demand and their requirement in
significant manner (Adamczak, Domański and Cyplik, 2013).
In addition to this, effective sales management require proper coordination among the
sales department that assists to create effective functioning at workplace. In this way, regional
representative of IKEA need to focus on the goals and objectives that are ascertain in systematic
manner at workplace. Further, manager need to recruit skilled and qualified employees at
workplace who can support to enhance effective results at workplace. Hence, company prepare
job description and specification to fulfill the job requirement at workplace in systematic
manner. Information also assists to organize plan and control the sales management activities.
With the help of effective sales management in business, information ascertain that assists to
organize different activities at workplace (Fleischmann, Meyr and Wagner, 2015).
TASK 4
4.1
Enclosed in ppt
4.2 Opportunities for selling internationally
 IKEA expanded their business and operations in the different areas of the world.
 Therefore, the ascertain different activity to produce effective results at workplace.
 There are several opportunities exists that enhance sales of the company in systematic
manner
Company need to sell their products and services in international level so that they are
getting useful value of the goods from the market. In this aspect, they need to capture their
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products and services in systematic manner to motivate people and go internationally. In this
regard, IKEA can take advertisement to sell their products and services in the different areas of
the world. This is also major challenge for the business to go internationally with foreign export
and import in the market. Further, the organization need to follow all rules and regulations to
create test and preferences in term of the chosen product and services in the market. Culture also
create impact on the selling of the products and services in the international areas. Hence,
advertisement is the best perspective in front of the chosen organization to sell their products and
services. In addition to this, the chosen business need to sell their products and services through
implement financial resources at workplace. Therefore, it also create major opportunity at
workplace at IKEA. In addition to this, further activities also develops for selling outside the
products in the business environment to make creative functions and operations at workplace. It
is the systematic process for expand business in the different areas of the world.
4.3 Opportunities for using exhibitions and trade fairs
 With the help of expiations and trade fairs, the chosen organization able to deliver
effective results in the different areas of the world.
 Exhibitions are chance in front of IKEA to develop their operations and functions in front
of the customers.
 With the help of right trade fair, the company able to implement important things in
systematic manner.
In this aspect, it can be interpret that exhibitions are chances to the company to demonstrate
operations and functions in front of customers. In this regard, customers could easily look for
product advantages and disadvantages at workplace. In this regard, new market also tests in
the business to launch the new products and services in the market. Therefore, it is the
systematic approach that makes effective functioning at workplace. Hence, IKEA has
opportunity to make effective functioning at workplace for determines several concept in the
business unit. With the help of different opportunity, the company will easily ascertain their
operations and functions to build network internationally. These all opportunities assists to
go through international market in systematic manner.
In addition to this, choosing the right trade fair assists to ascertain effective functioning at
workplace. In this aspect, company need to implement their profile which is the important
part of the organization. Therefore, company can easily reach towards the customer as per
their demand and requirement. In this way, company exhibiting the operations and functions
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to make effective results at workplace. Finding of the interest areas also assists to develop
effective functioning at workplace. In the IKEA, trade fair assists to arrange different
program of the selling to make good impression on the customers. Company representatives
can also meet with different advantages and ascertain effective results at workplace.
Therefore, it is the systematic work in which products will be demonstrate lively. As results,
trade fairs and exhibitions ascertain in the international and national level to attract several
customers in systematic manner. It is the best opportunity to make effective functions at
workplace.
CONCLUSIONS
From the findings of the present report, it can be concluded that sales management plays a
crucial role in the effective results of business. It renders a great and considerable assistance in
increasing the profitability of the firm by fostering the net profit through selling its products and
services. It has been identified that there are different tactics that can be used by an establishment
in selling its services. The present undertaken work also helped in developing a sales plan that
can foster the different actions of selected company IKEA. In addition to this, effective staffing,
management and other techniques that can increase the work performance of selected company
area analysed. This analysis will assists organisations in gaining a complete idea of performing
business activities.
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REFERENCES
Books and Journals
Adamczak, M., Domański, R. and Cyplik, P., 2013. USE OF SALES AND OPERATIONS
PLANNING IN SMALL AND MEDIUM-SIZED ENTERPRISES. LogForum. 9(1).
Antoncic, B., Auer Antoncic, J. and Aaltonen, H. M., 2016. Marketing self-efficacy and firm
creation. Journal of Small Business and Enterprise Development. 23(1). pp.90-104.
Chen, Y.C., Rivas, A.A. and Wu, W.Y., 2016. Salesperson Market Orientation Behavior: Its
Antecedents and the Mediating Role of Working Smart Behaviors in Sales Performance.
In Celebrating America’s Pastimes: Baseball, Hot Dogs, Apple Pie and Marketing? (pp.
647-647). Springer International Publishing.
Fleischmann, B., Meyr, H. and Wagner, M., 2015. Advanced planning. In Supply chain
management and advanced planning (pp. 71-95). Springer Berlin Heidelberg.
Hoenig, D. and Henkel, J., 2015. Quality signals? The role of patents, alliances, and team
experience in venture capital financing. Research Policy. 44(5). pp.1049-1064.
Huang, R. and Sarigöllü, E., 2014. How brand awareness relates to market outcome, brand
equity, and the marketing mix. In Fashion Branding and Consumer Behaviors (pp. 113-
132). Springer New York.
Hulthén, H., Hulthén, H. and Norrman, A., 2016. Framework for measuring performance of the
sales and operations planning process. International Journal of Physical Distribution &
Logistics Management. 46(9). pp.809-835.
Johnston, M. W. and Marshall, G. W., 2016. Sales force management: Leadership, innovation,
technology. Routledge.
Johnston, M.W. and Marshall, G.W., 2016. Sales force management: Leadership, innovation,
technology. Routledge.
Kilger, C., Reuter, B. and Stadtler, H., 2015. Collaborative planning. In Supply chain
management and advanced planning (pp. 257-277). Springer Berlin Heidelberg.
Meyr, H., Wagner, M. and Rohde, J., 2015. Structure of advanced planning systems. In Supply
chain management and advanced planning (pp. 99-106). Springer Berlin Heidelberg.
Noroozi, S. and Wikner, J., 2017. Sales and operations planning in the process industry: A
literature review. International Journal of Production Economics. 188. pp.139-155.
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