Methods to Improve Sales Performance in Retail: Home Base, UK Study

This research project examines methods to improve sales performance within the retail industry, specifically focusing on Home Base, UK. The study begins with an introduction outlining the importance of sales management and the factors contributing to research project selection, followed by a critical review of key references exploring the relationship between employee performance and sales, and various sales improvement strategies such as customer relationship management and digital technologies. The research employs an interpretivism philosophy and a descriptive research design, using both primary and secondary data collection methods, including questionnaires administered to Home Base managers. The project utilizes an inductive approach, analyzing the data to identify key findings and recommend strategies for enhancing sales performance. The project also covers the research methodology used and presents the findings and recommendations.

RESEARCH PROJECT

TABLE OF CONTENTS
RESEARCH AIM ...........................................................................................................................1
INTRODUCTION...........................................................................................................................1
1.1 Possible research outline specifications,..........................................................................1
1.2 Factors that contribute to the process of research project selection.................................2
1.3 Critical review of key references......................................................................................2
1.4 Research project specification..........................................................................................4
1.5 Appropriate plan and procedures for agreed research specification................................5
TASK 2............................................................................................................................................7
2.1 Match resources efficiently to the research questions.....................................................7
2.2 Undertaking the proposed research investigation in accordance with agreed specification
and procedures........................................................................................................................9
2.3 Recording and collation of relevant data where appropriate..........................................9
TASK 3............................................................................................................................................9
3.1 Appropriate research evaluation techniques....................................................................9
3.2 Analysis of results in terms of original research specification.......................................10
3.3 Recommendation and justification for areas for further consideration.........................17
TASK 4..........................................................................................................................................18
4.1 Presentation of outcomes................................................................................................18
Covered in PPT.....................................................................................................................18
CONCLUSION..............................................................................................................................18
REFERENCES..............................................................................................................................19

RESEARCH AIM
“TO ASSESS METHODS OF IMPROVING SALES PERFORMANCE IN RETAIL
INDUSTRY- A STUDY ON HOME BASE, UK”
INTRODUCTION
1.1 Possible research outline specifications,
Sales management is also important activity that implies to application of various
important and appropriate methods for sustaining and increasing the sale of organisation in
market. Every business enterprise established their business in private sector within an aim to
maximize profits. In order to increase the sales, it is essential for company to an adequate
number of potential employee who are capable of providing new and innovative methods to
organisation through which they will be able to attain business objectives effectively (Colliat and
et.al, 2010). In retail industry, companies have achieved continuous growth in sales by
continuous making innovation in products and service (Corp, 2014). High growth and
recognition in market have also influence potential of individual to attain growth and
recognition. Small business enterprise have achieved high growth in sales as they are
continuously introducing new products and service for attracting customers. As per the Census,
SMEs in UK have achieved 1.8 trillion turnover in the year 2016 which is about 47% of overall
turnover of private sector enterprise (Johnston and Marshall, 2016). There are various factors
like satisfaction of customers, productivity, employee morale and marketing effectiveness have
fall under the organisational performance.
Along with this, employees have been considered as major assets which helps in
increasing sales performance. According to financial report, it will provide focus upon overall
performance of employees towards increasing sales of employees (Sullivan, Peterson and
Krishnan, 2012). In this research project, Home base Ltd. Is taken in to consideration by scholar.
It is a well known medium size retail business enterprise which aims at providing luxurious
products and service to customers. Rather, this important respect will provide ability to carry out
proper study by using different ways through which performance of employees can be improved
along with increase in sales.
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Aim: The main aim of carrying out research is to assess methods of improving sales
performance in retail industry. For achievement of effective goals and objectives effectively,
Home base is taken in to consideration.
Objectives
 To analyse the importance of improving sales performance.
 To understand the relationship between employees and sales performance of Home Base.
 To assess the methods of improving sales performance of Home Base. To recommend the strategies through which Home Base will be able to improve its sales.
Research Questions
 What is importance id improving sales performance?
 What is the relationship between employee's and sales performance?
 What are the methods of improving sales performance of Home base?
1.2 Factors that contribute to the process of research project selection
As per findings, there are various important factors which has provided contribution towards
selection of this research topic. Some of them are mentioned above:
Proper experience and knowledge : This important research has been carried to gain knowledge
and experience of different literatures as well as collection of data from different sources. Most
probably, I will be able to create my abilities and experience in this area.
Desired area: I have selected this topic of research because I have to take experience of
analysing sale figures and measurement of employees performance at workplace. Effective
information system has provided support in accomplishment of various business objectives and
achievement of growth retail business enterprise.
Scope in the future: As per study, there is wide of scope of exploring research in the field of
retail industry which help me in completion of research effectively. It also provides support in
getting job in retail business enterprise.
1.3 Critical review of key references
Importance of improving sales performance
Sales management is analysed as important part of business functions that needs to be
performed by managers to increase profitability of organisation. According to Wang, Chen and
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Chen, (2012), Sales department in organisation performs various duties and responsibilities to
sustain and increase sales of products and service in market. In this competitive era, continuous
improvement of sales is important for organisation to attain competitive advantage over rivals.
This competitive advantage tends to embrace market position and profitability of enterprise.
Improvement in sales performance have embraced the various business opportunities. There
are various important methods which can be used by organisation to improve their sales
performance.
According to Sun, and Kim, (2013), Sales performance also needs to be improved
because it tends to raise brand recognition of organisation in market. Sales department
continuously monitor financial statements to analyse change in figures and outcomes in apply
important methods as it detemines outcome employees contribution towards organisation.
Relationship between employees and sales performance
According to Wieland and Marcus Wallenburg, (2012), Improvement in level of staff
competencies and performance has its direct relationship with sales because they are provided
major support in increasing sale of products and services in market. High employee participation
towards decision making provide more chance of innovating products and services. Managers of
SMEs emphasis of increasing staff potential so that they will be able to provide proper services
to customer. High employee recognition has embraced positive relationship and understanding
of employees with customers.
On contrary to this Wang, Chen and Chen, (2012), stated that it is not always possible
that improvement of employees performance created impact on sales of enterprise in market.
Sales performance of organisation will increase when they provide their products and services at
competitive prices. In competitive market, those companies are successful which has kept their
products prices low as it help to reduce influence of substitute products on sales.
Methods of improving sales performance
As per the view of De Marco and et.al, (2012), companies tends to raise their sales
performance when they have implemented a proper sales plan which allows them to consult
with reps to brain storm ideas, improvement of plan and getting their buying in for delivering
the sales. Effective plan will also allow sales team to focus on delivering clear objectives. It
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also helps in defining clear measures which we can track on a week to week basis in order to
ensure that company are executing sales efficiently and effectively.
According to Cao and Li, (2015), customer relationship management is also important method
which implies establishment of positive relationship with potential customers through regular
communication and providing emails. For example: discounting retail store like TESCO and
Asda have also applied this method to achieve high sales in retail industry. Proper issues and
problems are resolved by company to understand situations.
Another important method is to apply digital technologies at workplace such as online sales,
online order, data base, social media advertisement and company's website. By using these
important methods, company will be able to attract more and more customers. As per census,
online sakes of products and service in retail industry have been increase continuously therefore,
it will be effective for organisation to apply this method to increase their sales.
Innovation in analysed as key which always provides positive results such as increase in sales,
brand loyalty and high employee efficiency at workplace (Sun, and Kim, 2013). There are
various important methods which has take high improvement method which has gained
recognition of organisation in market. However, it can be said that there are ways important
method which can be applied by company to improve its sales performance in market.
1.4 Research project specification
From this report, interpretivism research philosophy will be used by scholar to improve
efficiency of employees and it has enabled customers to achieve the aims and objectives at
workplace. For demonstration of relationship among sales performance and employees , scholar
will tend to utilize descriptive research design. For collection of relevant data, both primary and
secondary method of data collection have been used by scholar. Hypothesis is not applied in this
project and scholar will make use of inductive approach to carry out study. In order to select
sample size, random sampling method will be used by scholar because it provides equal chance
to every participants for being a part of sample population. Through simple random sampling
method has been used by scholar and selected 10 managers of Home base. Managers of
organisation will be able to provide to relevant information about the topic. Response of all
managers were positive as they have provided valuable information and supported in carrying
out research effectively. Information that related with different methods through which sales
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performance can be raised are also determined. Moreover, information gathered from managers
will be interpreted with the help of quantitative data analysis and various themes will be created
according to feedback of respondents.
1.5 Appropriate plan and procedures for agreed research specification.
Tasks W
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1
Week
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Week 3 W
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4
We
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Week 6 Week 7 Week
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Week
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We
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Approv
al for
researc
h topic
Develo
ping
aims
and
objecti
ve &
literatu
re
review
Selecti
on of
researc
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method
ology
Comple
ting
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researc
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propos
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Questio
nnaire
researc
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and
survey.
Collect
ion of
data
and
carryin
g out
researc
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effectiv
ely.
Data
analysi
s and
develop
ment of
themes.
Conclu
sion
and
recom
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mendat
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Comple
tion of
researc
her
project
TASK 2
2.1 Match resources efficiently to the research questions.
Main aim of this research is to assess the methods of improvement in sales performance
in retail industry enterprise. In present report, there are various important methods have been
determined through which sales performance can be increased. With the help of this, Cited
company will be able to sustain their revenues and profitability in market. For determination of
positive response of employees towards increasing the sales performance and profitability,
appropriate research will be conducted by scholar by using questionnaire and survey. These
methods will tend to provide ability to sustain business competitive business environment. High
employee potential is also important for attaining objectives. In order to gain high customer
relationship, managers tends to improve performance of employees at workplace. Various
important digital technologies have also determined which has provided support in improvement
of sales performance. Apart from this, Survey data collection will enable scholar to determine
growth of sales of products and service of home base in market.
Questionnaire
1. Do you think that management needs to focus on improving sales performance?
(a) Strongly agree
(b) Agree
(c) Disagree
(d) Strongly Disagree
2. Are you agree with statement that “Improvement in employees performance has increased
the sales performance of Homebase retail ?
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(a) Yes
(b) No
(c) Not sure
3. Does implementation of digital technologies in business activities have improved the sales
performance of Home base?
(a) Strongly agree
(b) Agree
(c) Disagree
(d) Strongly Disagree
4. Which problem is high faced by organisation for improving its sales?
(a) Employee inefficiencies
(b) Intense competition
(c) decline in profit margins
5. Are you agree that appropriate sales plan has been made by manager to increase sales
performance?
(a) Strongly agree
(b) Agree
(c) Disagree
(d) Strongly Disagree
6. Do you think Homebase provide value to customer relationship management for
improvement of sales and retaining customers.
a) Yes
(b) No
(c) Not sure
7. Do you believe that employee have provided opportunities to provide innovative ideas to
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improve sales?
(a) Strongly agree
(b) Agree
(c) Disagree
(d) Strongly Disagree
8. Provide your suggestion through which sales performance can be increased
______________________________________________.
2.2 Undertaking the proposed research investigation in accordance with agreed specification
and procedures.
For carrying out proper analysis of research, scholar need to use inductive research
approach to accomplish aims and objectives. Reason behind selection of this approach is that it
contains no hypothesis and provide ease in completion of research effectively. In the order to
maintain reliability and validity, investigator will make use of procedure and specification. To
achieve expected and relevant outcomes, it is essential for scholar to analyse data properly by
using data collected through questionnaire. Researcher should use proper and authentic sources
in order to reliable data and provide appropriate recommendation.
2.3 Recording and collation of relevant data where appropriate.
More emphasis has been provided on collection of primary data with the help of questionnaire
and survey method. It will be provided to 10 selected managers of Homebase that involves
questions and this will enable scholar to accomplish goals. Manager are responsible for sales
management in Homebase therefore they have provided relevant information about methods they
have used for increasing sales performance. Primary source of data collection was effective
because it has provide support in making research more reliable.
TASK 3
3.1 Appropriate research evaluation techniques
For completion of research project, there are various qualitative and quantitative research
methods have been used by scholar such as
Research Philosophy: It is analysed as belief of scholar about the ways in which data can be
collected related to topic of research. There are various kinds of research philosophies such as
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positivism, post positivism, interpretivism, pragmatism, Realism (Bell, 2014). In this research,
interpretivism philosophy is used by scholar which help in determining ways for collection of
data easily.
Research Approach: Inductive approach of research has been used by scholar as there is no
hypothesis has been utilized to undertake research effectively (Flick, 2015). This will help the
scholar in completion of research and analysing relationship between scholar.
Research design: It is the set of methods and procedures which is used for collection of
information and analysing measures for variables which are specified in the research problem
(O'Leary, 2017). Descriptive research design has been used by scholar to carry out research
because it is analysis of qualitative data.
Sampling: Simple random sampling technique is used by scholar for selection of sample size
from target population. It is considered as supportive in carrying out appropriate outcomes by
using the questions (McNiff, 2016). 10 managers of Home base have been selected by scholar
for collection of data by using simple random sampling method.
Data collection: Most important methodology of research which implies to collection of data by
using various qualitative and quantitative methods. There important method of data collection
such as primary and secondary method (Smith, 2015). In this research, both primary and
secondary method of data collection has been used by scholar for collection of data. In primary
method, Questionnaire has been prepared for collecting fresh information from selected
respondents.
Data analysis: It is important part of research which is used for transformation of collected data
in to information by using appropriate tools and techniques (Thomas, 2017). Thematic analysis
has been used by scholar for interpretation of data by using various graphs and diagrams.
3.2 Analysis of results in terms of original research specification.
Theme1 management needs to focus on improving sales performance
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