Sales Management Report: Marshall Cavendish Education in India

This report provides an overview of Marshall Cavendish Education and its sales management strategies for the Indian market. It includes a company overview, background information on the Indian education system, a Porter's Five Forces analysis, and a competitor analysis focusing on brands like MacMillan and Pearson India. The report outlines a strategy for launching the brand in India, considering goals, target market, product, competitive advantages, and route to market. It details the selling process, resource allocation, and sales management techniques, including channel sales strategies involving dealers, affiliates, retailers, and direct marketing. A timeline for the launch is provided, covering activities from initial planning to post-launch activities like social media engagement and feedback collection. The report concludes with a list of references used in the analysis. Desklib offers a wide range of similar reports and solved assignments to aid students in their studies.

SALES MANAGEMENT
MARSHALL CAVENDISH EDUCATION PRODUCTS

COMPANY OVERVIEW
 Company name- Marshall Cavendish Education.
 The founder of the company is Patrick Cavendish and
Norman Marshall
 It is Founded in the year- 1968 in United Kingdom
 It is Headquartered in Singapore
 It is a holistic solutions provider

PRODUCTS AND SERVICES

BACKGROUND OF INDIA AND ITS EDUCATION SYSTEM
 India is a developing country
 It is a 5000 years old civilisation
 There are bout 325 languages spoken in India
 The population as per 2016 is about 1,324,171,354
 The total GDP (PPP) is 10.401 trillion dollars
 The total nominal GDP is 2.690 trillion dollars
 The educational structure in India is common.
 They follow 10+2+4 system all over the country
 It is similar to UK and USA

RIGHT TO EDUCATION
Every Children In Between The Age Range Of 6 To 14 Years Have The
Right To Both Free And Compulsory Education. The Government Schools
Present In The Country Provide Free Education To These Children. Also,
The Private Schools Admit About 25% Of The Children In The Schools
Without Taking Any Fee.

PRIMARY EDUCATION SYSTEM
 Indian government focus on the
primary education to a great extent.
 It emphasis on the primary
education up to 14 years of age.
 It is also known as Elementary
Education in India
 It has banned child labour to make
sure that every child in India get the
opportunity to develop and nurture.

SECONDARY AND HIGHER SECONDARY EDUCATION SYSTEM It starts from class 8 or 9, in the basis of the states and the union territories.
 It consists of classes 9 to 10 in 19 different states or Union territories viz.
Haryana, Madhya Pradesh, Jammu and Kashmir, Himachal Pradesh, Bihar, Punjab,
Manipur, Arunachal Pradesh, Nagaland, Tamil Nadu, Uttar Pradesh, Sikkim,
Andaman and Nicobar Islands, Delhi, Tripura, Chandigarh, West Bengal and the
Karaikal region.
 The other stages include the classes 8 to 9 and is adopted in 13 different states
including Orissa, Daman and Diu, Goa, Andhra Pradesh, Mizoram, Assam,
Meghalaya, Lakshadweep, Assam, Kerala, Maharashtra and Mahe and Yanam
regions
 The higher secondary system is the 3rd largest in the world as per the strength of
the students.
 It refers to studying in colleges or universities after completing class 12.
 There are more than 300 universities and 18,000 colleges in India

PORTER’S FIVE FORCES
Threat of new
entry
Buyer power Supplier power Threat of
substitution
Competitive
rivalry
1. Not too high
2. Need
experience
3. Low barriers
to entry
4. No technology
protection
5. Some cost
benefits if in
the business
for certain
period of time
1. Very large
orders form
the school
and college
students
2. High buyer
power
3. Price sensitive
1. Moderate
number of
suppliers
2. Able to
change
3. Neutral power
of suppliers in
the Indian
market of
educational
industry
1. Low
2. Ability of
importing
books from
international
market
1. The switching
cost is low
2. Many
competitors
3. The cost of
leaving
market is high
4. Customer
loyalty is high

COMPETITOR’S ANALYSIS
Brand Strengths Weaknesses Distribution and
selling
MacMillan • World’s Largest publishing
house
• Chosen by Unicef
• Strong brand name in India
• Known for Error free and
accurate publishing
• Not that big
publisher in the
field of other Indian
languages
• The higher
education sector is
more concentrated
to the management
education
• Channel
distribution
strategy
• Affiliates selling the
books
• Online bookshop
like Amazon
Pearson
India
• The largest English Language
trade publisher
• Publishes books in different
languages
• Highest recall value
• Widely available
• Very negligible
presence in the
market of
educational books
• Very limited global
pnentration
• Resellers
• Wholesale
distribution
• Online bookshop
• Through Indian
government and
schools

STRATEGY TOWARDS LAUNCHING THE BRAND
Considering the following elements before
launching 1. Goal- To make a
strong brand image in
India
2. Target market-
Indian market
3. Product- Books.
4. Competitive
advantage- One of the
leading education
companies that focus
on digital learning and
education,

STRATEGY TOWARDS LAUNCHING THE BRAND
5. Route to market- Channel
marketing and direct marketing
6. Selling process- Presenting the
products to the customers via
schools, government help,
dealers, affiliates, distributors, re-
sellers, retailers and direct
marketing, print sale
7. Resources- Time; skills-
planning of sales and account
management capability is
required
8. Saes management- coaching
will be provided to the sales
team, monitoring of the process
and bonus scheme shall be given
as performance incentives to the

CHANNEL SALES STRATEGY
 Segmentation of sales operations to focus on different selling
vessels.
 Implementation of this strategy to sell the product by dealers,
affiliates, retailers and direct marketing
 Hiring third party like distributors, re-sellers and value added
providers to distribute the products.
 Selling the product to private and public schools by including parties
like Indian government and schools