National Diploma Sales Management (NDSM) Team Project Report Stage I

This project report, submitted as part of the National Diploma in Sales Management (NDSM) program, details a comprehensive analysis of sales strategies for Brewstar Tea (Pvt) Ltd. The report covers multiple facets of sales management, starting with an introduction to the project brief and plan, followed by an in-depth exploration of corporate strategy recommendations for the company. It includes the application of Ansoff's Product Expansion Matrix Model, specifically focusing on market penetration strategies. The report also outlines a distribution model, selling approaches, and the sales organizational structure, including workforce planning, HR plan, and recruitment strategies. The document provides detailed insights into the personal selling process, sales presentations, and various sales approaches. It also covers identifying workforce requirements and recruiting suitable heads. The report includes an executive summary, introduction, content outline, and a conclusion, along with references and figures to support the analysis. The project aims to provide practical knowledge and soft skills development for students, emphasizing leadership, teamwork, and adaptability in a dynamic environment. The report is a team effort and has a word count between 3000-5000 words.

National Diploma in Sales Management (NDSM)
Team Project
Intake II 2020 - Stage I
Programme National Diploma in Sales Management (NDSM)
Stage Stage I
Examination 11 July 2021
Project Plan Evaluation 16 May 2021
Project Plan Execution 12 June 2021
Project Report Submission 19 & 20 June 2021
Email address to send soft copy [e-mail] Team Project Report
IMPORTANT:
Team project has been designed with a practical element to test the knowledge in sales and
also soft skills of individuals. It also emphasizes on the leadership skills, teamwork and to
improve the adaptability to the dynamic environment.
Project Level Weightage
Project Plan 25%
Project Execution 50%
Project Report 25%
Total 100%
Activity Format
Students will be grouped into minimum of eight (08) and maximum of ten (10) member
teams for the purpose of this assessment. It is compulsory that the groups will comprise at
least one female member depending on the number of female students per batch.
Each member should take part in all levels of the project and they are expected to be
actively involved in the process of producing the assessment to score marks.
Page 1 of 8

Activity in Detail
Each group is expected to prepare a comprehensive plan and it should be a 360-degree
overview with specific objectives to achieve with realistic timelines and budgets. The plan
should be presented at the project plan level for approval prior to execution.
Detailed outline of the project;
1. Project Brief
2. Project Plan
3. Project Execution (Deep dive of the project)
4. Project Report
1. Project Brief
A comprehensive project brief will be done in the classroom to outline the project tasks
and the key requirements.
2. Project Plan (Level I)
All members need to present the project plan to a panel of judges using a PowerPoint
presentation. Students will be exposed to a boardroom style environment and group
members will be critically questioned on the purpose of each point. If the project plan is
accepted, the group can proceed to the next level.
Time allocation per group: 30 minutes (20 minutes for the PowerPoint presentation
and 10 minutes for the Q&A)
3. Project Execution (Deep dive of the project) (Level II)
This is the level where the entire effort of the project becomes a reality and experience
the execution of the project. According to the nature of the project, students need to
prepare a brief report or a PowerPoint presentation for the evaluators.
Since, this is an integral part of the assessment, the intervention and participation of
outsiders other than the members of the team is restricted to evaluators and relevant
staff of SLIM.
Time allocation per group: 60 minutes (30 minutes for the presentation and 30 minutes
for the Q & A)
4. Project Report (Level III)
The project report is the record of the team and this has to be hardbound and submitted
to SLIM according to the stipulated deadline.
Content outline of the project report.
▪ Cover Page
▪ Project Team Details
▪ Acknowledgment
▪ Content Page
▪ Content of the Report (as per the task)
▪ Limitations
▪ Conclusion
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▪ Reference (if any)
Minimum word count is 3000 – 5000 words.
General
• A soft copy of the report should be sent to ndsm@slim.k and you will receive an
automated reply of the receipt of the report. If you have not received the automated
reply, please verify with the course coordinator. Soft copy is only a reference document
and it will not be considered as a report submission.
• SLIM will issue an acknowledgement slip upon the submission of the report and it must
be retained by the student as proof of submitting the project report.
Page 3 of 8

Marking Guideline
Activity Components Criteria Marks
Project 25 Individual 15 Logical 3
Plan Level of confidence 4
Voice 4
Presentation skills (eye contact, 4
handing over the presentation
etc)
Group 10 Adherence to the requirements 4
(project appropriately
addressed the requirements of
the project)
Relevance of richness of the 4
content (to assess whether the
project achieved its goals)
Synchronization (the project 2
plan should have a logical
sequence. The flow of
information and the rational of
each element presented.)
Project 50 Individual 25 Attendance 2
Execution Handling questions 10
Confidence 8
Attire 5
Group 25 Alignment (Alignment with the 5
project plan)
Outcome (Outcome of the 10
project)
Impact (Impact of the project) 5
Critical evaluation 5
Project 25 Group 25 Aligning to the purpose 10
Report Clarity of expression (organize 5
the report in a logical manner by
clearly expressing ideas)
Using examples/evidences 5
Format of the report 5
Total 100 100 100
Page 4 of 8

Cover Page
National Diploma in Sales Management (NDSM)
Group Registration Format Intake II - 2020
INTAKE
SLIM BRANCH/ASC
GROUP NAME
GROUP LEADERS’ DETAILS
Name
Registration Number
NIC Number
Contact Number
Email Address
Details of the group members.
NO REGISTRATION NAME WITH INITIALS Signature
NUMBER
1 Female Member
2 Member
3 Member
4 Member
5 Member
6 Member
7 Member
8 Member
9 Member
I hereby confirm that the above mentioned particulars are true and accurate to the best
of my knowledge.
_________________ _________________
Group Leader's Signature Date
Page 7 of 8

To be attached to the report
National Diploma in Sales Management (NDSM)
Team Report Marking Scheme
Group Name
Criteria Allocated Marks Awarded Marks
Aligning to the purpose 10
Clarity of expression
(Organise the report in a 5
logical manner by clearly
expressing ideas)
Using examples/evidences 5
Format of the report 5
Total 25
Examiner Remarks
Signature of the examiner
Date

Acknowledgement
We had to enlist the assistance and guidance of a few well-respected individuals in order to
complete my assignment, and they deserve my deepest appreciation. This assignment's success
brings us much satisfaction. We'd like to express our appreciation to...... for providing a
successful task guideline throughout multiple consultations. We'd like to express our heartfelt
appreciation to everyone who has helped me write this assignment, both directly and indirectly.
Last but not least, We would like to thank my college, Sri Lanka Institute of Marketing –
Colombo Branch, for their support.

Executive Summary
To: The Board of Directors
From: NDSM Group
Subject: Brewstar Tea (Pvt) Ltd
Date: 06.04.2021
As an NDSM member, by taking this course, we have had a great opportunity to learn more
about theoretical points relating to the implementation of this new sales and delivery approach.
Additionally, by completing this sort of group project, we have gained realistic insight and live
expertise by visiting companies and gathering information to complete the challenge.
By completing task one, I learned how valuable personal selling is and how it can be used to help
a company grow as well as revolutionize its sales and distribution strategy. When completing
tasks, we learned about the criteria and principles for developing a sales and distribution plan for
the Brewstar Tea company, as well as the corporate development strategy for a company. We
also learned about sales organization structures, appropriate distribution models, and selling
approaches, as well as how to build a performance-based organization.

Contents
Acknowledgement...........................................................................................................................7
Executive Summary.........................................................................................................................8
Introduction....................................................................................................................................10
Corporate Strategy recommendation Brewstar Tea as a new entrant to the market......................11
Corporate strategy..........................................................................................................................11
Ansoff`s Product Expansion Matrix Model...................................................................................12
Market penetration strategy...........................................................................................................12
The distribution model and selling approaches for the new direction...........................................13
Distribution Channel......................................................................................................................14
The Sales Organizational Structure for Brewstar Tea (Pvt) Ltd....................................................16
Proposed New Structure for the Brewstar Tea (Pvt) Ltd...............................................................17
Steps to Design Sales Territories for Brewstar Tea (Pvt) Ltd.......................................................19
Distribution model and selling approaches for the new direction.................................................22
Personal Selling Process................................................................................................................22
Prospecting and Qualifying...........................................................................................................22
Sales Presentation and Demonstration...........................................................................................27
Sales approach...............................................................................................................................30
Sales approaches and strategies.....................................................................................................30
Problem Solving Method...............................................................................................................31
Identifying workforce requirements and recruiting suitable heads...............................................34
Workforce planning of Brewstar Tea............................................................................................34
HR plan..........................................................................................................................................35
Recruitment and selection of Brewstar Tea...................................................................................36
Conclusion.....................................................................................................................................40
References......................................................................................................................................41

Figure 1.........................................................................................................................................................................13
Figure 2.........................................................................................................................................................................15
Figure 3.........................................................................................................................................................................17
Figure 4.........................................................................................................................................................................18
Figure 5.........................................................................................................................................................................19
Figure 6.........................................................................................................................................................................20
Figure 7.........................................................................................................................................................................22
Figure 8.........................................................................................................................................................................23
Figure 9.........................................................................................................................................................................24
Figure 10.......................................................................................................................................................................25
Figure 11.......................................................................................................................................................................29
Figure 12.......................................................................................................................................................................32
Figure 13.......................................................................................................................................................................34
Figure 14:......................................................................................................................................................................37
Figure 15:......................................................................................................................................................................37
Figure 16:......................................................................................................................................................................38
Figure 17:......................................................................................................................................................................40

Introduction
We have been assigned to complete the group assignment for partial certification to complete the
first module of the course successfully since we are NDSM Intake 2020 students.
It takes a long time to finish the assignment we've been given. Explain the relevant delivery
model and Corporate Strategy advice for Brewstar in this task, as well as find the most
appropriate sales organizational framework for Brewstar, its benefits to the company's growth,
and the marketing strategies that we should use for the development and new selling methods for
the enterprise. In the other hand, we learned about an organization’s organizational tactics and
processes, as well as how to develop a performing, profitable sales organization, define
personnel needs, hire appropriate heads, and handle increasing competitiveness and
comprehensive delivery.

Corporate Strategy recommendation Brewstar Tea as a new entrant to the
market
According to the Board of Directors, we would raise our plans to gain 10% of the local herbal tea
market within the first year of service and maintain a 5% annual growth rate. As a result, we
must broaden and deepen our distribution to capture market share from competitors. To do so,
we'll need to create a new corporate business plan.
Corporate strategy
In this task, we would advise Brewstar Tea (Pvt) Ltd on how to create a five-year strategy for the
company's vision and how to implement it as a mission plan.
Vision for Brewstar Tea (Pvt) Ltd
To be the preferred choice in our range of value-added products and services with
innovation to create profitability enhancement for all stakeholders with a focus of healthy Tea
products