Sales Management Analysis and Report for C&C Group

This report presents an in-depth analysis of C&C Group's sales management practices. It begins with an introduction to the company and the importance of sales management in the modern economy, emphasizing the need for unique strategies to increase market share and profit. The report then delves into C&C Group's operations, including its product portfolio (ciders, beers, and non-alcoholic drinks), key account plans, and risk mitigation strategies. It outlines short-term objectives, focusing on production volume, product value, and profit margins. The report assesses the company's strategies and tactics through various forms, including short-term objectives, strategies, tactics, and risk assessments. The analysis covers various aspects of sales management, such as promotional activities, market expansion, pricing strategies, and product quality maintenance, with detailed tables and planners. The report concludes by summarizing the key activities and providing insights into the company's operational framework, making it a valuable resource for understanding C&C Group's approach to sales management.

Running head: SALES MANAGEMENT
Sales Management
Name of the Student:
Name of the University:
Author’s Note:

1
SALES MANAGEMENT
Table of Contents
Introduction......................................................................................................................................2
Form 1..............................................................................................................................................3
Form 2..............................................................................................................................................6
Form 3..............................................................................................................................................8
Form 4............................................................................................................................................11
Form 5............................................................................................................................................13
Rationale for the Plan....................................................................................................................16
Reference List and Bibliography...................................................................................................17

2
SALES MANAGEMENT
Introduction
In the modern economy, there are several organizations that are operational and each one
of them have the idea of increasing their market share and increase their level of profit by
increasing their level of sales (Rocha et al. 2016). It is due to this fact that sales management is a
key concern for most of the companies and therefore every one of them have their different and
unique strategies with the help of which they can increase their level of sales.
In accordance to this topic, the organization that has been taken into consideration is
C&C Group which is an Ireland based organization. C&C Group Plc in the previous time had
their name as Cantrell & Cochrane Limited, which is the producer, distributor and marketer of
alcoholic drinks especially ciders. C&C Group produces Bulmers which is the leading Irish
cider brand, Magners the well-known international cider brand and the C&C brand has various
kinds of English Ciders and the Tennent’s beer brand. C&C Group has their headquarters in
Dublin and their manufacturing units are located in various parts of Europe mostly in Ireland.
The organization is registered under the Irish Stock Exchange and has been functioning in an
effective manner for a very long time in the global economy. The company even manufactures
beer and other non-alcoholic drinks and thereby have been trying the capture the market of the
non-alcoholic customers. The organization has a key account plan with the help of which the
company has been functioning all their operational activities in a precise and effective manner.
There are several risks that are associated to the operational activities of every company and
therefore it becomes pertinent for any organization to construct plans and polices with the help of
which they would be able to mitigate the risks (Nakauchi and Wiersema 2015). The costs that are
associated to the various products that have been manufactured needs to be recorded in order to
have an idea about the profit margin that have been attained. There are several products that are

3
SALES MANAGEMENT
manufactured by the company and it is essential for the organization to understand the profit that
is attained from each of the products. Therefore, the short term objective is to assess the volume
of the production, the value of the product and the margin of the product every year (Larrañeta,
Zahra and Galán González 2014). The strategies and the tactics that are followed by C&C Group
would even be assessed in order to have an idea about the plans and strategies are ideal and the
ones that requires to be changed in order to improve the efficiency of the business. The paper
would even addresses the key activities that is undertaken by the company over a year in order to
have knowledge about how the company operates their business. The following section
addresses the suitable framework and the structure that is essential to develop a one year account
plan.
Form 1
Short-term objectives
Volume Value Gross Margin Commentary
t+1 t+1 t+1
Cider
 Magners –
90000 ml
annually
 Bulmers-
75000 ml
annually
 Chaplin &
Corks- 57000
Cider
 Magners – €
5.28
 Bulmers-
Chaplin &
Corks- € 4.37
 Woodchuck –
€ 4.00
 Wyder’s- €
Cider
 Magners – €
1.40
 Bulmers-
Chaplin &
Corks- € 0.50
 Woodchuck –
€ 0.30
 Wyder’s- €
The short term
objective has been to
maintain effective
brand market
combinations in the
core locations with
the help of customer
investment and
branding with the

4
SALES MANAGEMENT
ml annually
 Woodchuck –
101200 ml
annually
 Wyder’s-
48000 ml
annually
 Hornsby’s-
93000 ml
annually
 Blackhorn-
60000 ml
annually
 Olde English-
50000 ml
annually
 Addlestones-
120000 ml
annually
 Montano-
90000 ml
annually
Beer
3.90
 Hornsby’s- €
2.83
 Blackhorn- €
4.00
 Olde English-
€3.90
 Addlestones-
Montano-
€5.20
Beer
 Tennent’s-
€7.50
 Tennent’s
Beer Aged
with Whiskey
Oak- €7.00
 Caledonia
Best- €3.50
 Menabrea-
€4.00
 Heverlee-
€3.80
1.25
 Hornsby’s- €
0.50
 Blackhorn- €
1.00
 Olde English-
€1.30
 Addlestones-
Montano-
€3.20
Beer
 Tennent’s-
€2.25
 Tennent’s
Beer Aged
with Whiskey
Oak- €3.12
 Caledonia
Best- €0.50
 Menabrea-
€1.10
 Heverlee-
€0.75
help of leveraging
wholesale platforms
and creating a high
premium brand
portfolio (Ruff 2015).

5
SALES MANAGEMENT
 Tennent’s-
140000 ml
annually
 Tennent’s
Beer Aged
with Whiskey
Oak- 150000
ml annually
 Caledonia
Best- 135000
ml annually
 Menabrea-
140000 ml
annually
 Heverlee-
140000 ml
annually
 Clonnel 1650-
115000 ml
annually
 Pabst- 90000
ml annually
Wine and Spirits-
 Clonnel 1650-
€7.50
 Pabst- €8.00
Wine and Spirits-
€20-€500
 Clonnel 1650-
€2.30
 Pabst- €2.50
Wine and Spirits-
€1.25-€40

6
SALES MANAGEMENT
170000 ml annually
Form 2
Objective Strategies
O1: Maintain effective brand market
combinations in the core locations
 Promotional activities in the area
(Karadag 2015)
 Development of customer investment
by increasing the wholesale platform
 Training and development of the sales
team
O2: Expand the market share in the
international market
 Developing plans and policies that
would be helpful in expanding the
market in the international scenario
(Sakas, Vlachos and Nasiopoulos
2014)
 Rise in the investment in all the brands
 Rise in the advertisement in the
international market about their
products
O3: Maintain price that is similar to their
competitor
 Assess the market from time to time
and thereby understand the price that

7
SALES MANAGEMENT
the customers are ready to pay and
accordingly frame the price (Zheng,
Singh and Mitchell 2015).
 Assess the demand in the market for
their product and accordingly
construct their prices
O4: Maintain the quality of the product and
with the advent of time improve their quality
in order to maintain competitive edge
 The research and development team of
the company needs to examine the
quality of the product and would even
look to improve the product quality
with the help of new and innovative
mechanisms and ingredients so that
the product quality and taste can be
improved.
Form 3
Objective Strategies Tactics Who When Cost

8
SALES MANAGEMENT
Maintain
effective
brand market
combinations
in the core
locations
 Promotional
activities in
the area
 Development
of customer
investment
by increasing
the wholesale
platform
 Training and
development
of the sales
team
Discounts
and attractive
offers with
the product
Customer
awareness
and
involvement
Making the
employees
aware about
the market
and the
demand that
is seen in the
market
Management
and the sales
team
1- 2
months
€ 1000-
2500
Expand the
market share
in the
international
market
 Developing
plans and
policies that
would be
helpful in
expanding
the market in
Assessing the
plans and
policies
developed by
the rival
companies
and thereby
Management 2-5
months
€ 1250
approx.

9
SALES MANAGEMENT
the
international
scenario
 Rise in the
investment in
all the brands
 Rise in the
advertisement
in the
international
market about
their products
(Gans and
Ryall 2017)
understanding
the changes
that can take
place within
the company
Improving
relationship
with the
stakeholders
in order to
increase the
level of
investment
Maintain
price that is
similar to
their
competitor
 Assess the
market from
time to time
and thereby
understand
the price that
the customers
are ready to
Frequent
feedback
from the
customer
about the
price of the
product
Assess the
Marketing
and sales
team
2-3
months
€ 4500
approx.

10
SALES MANAGEMENT
pay and
accordingly
frame the
price.
 Assess the
demand in
the market
for their
product and
accordingly
construct
their prices
market and
thereby
understand
the price that
is ideal for
the market
Maintain the
quality of the
product and
with the
advent of
time improve
their quality
in order to
maintain
competitive
edge
 The research
and
development
team of the
company
needs to
examine the
quality of the
product and
would even
look to
Introduction
of new and
innovative
technique and
machines that
would
improve the
operations of
the
organization
Management
and research
and
development
team
6-9
months
€ 15000
approx.

11
SALES MANAGEMENT
improve the
product
quality with
the help of
new and
innovative
mechanisms
and
ingredients so
that the
product
quality and
taste can be
improved.
Form 4
Suggested downside risk assessment format
Key
Assumption
Basic of
assumption
What event
would have
to happen
to make the
strategy
unattractive
Risk of
such an
event
High- (7-
10)
Medium
Impact if
occurs
Trigger
point of
action
Contingency
plan
proposed

12
SALES MANAGEMENT
(4-6)
Low (0-3)
Changes in
the tastes
and
preferences
of the
consumers
With the
advent of
time the
choice of
the
customers
may
change
Better
plans
constructed
by the rival
companies
High-9 Loss of
revenue
and
market
share
Make
changes in
the
operational
plan and
production
activities
(Aguinis,
Edwards
and
Bradley
2017)
Improve the
quality of
the product
and
concentrate
on the brand
that is
demanded
by the
consumers
Economical
factor like
changes in
the rate of
inflation
There can
be changes
in the rate
of inflation
because of
various
economic
factors
nationally
Inflation
can be
mitigated
with the
help of
effective
pricing
strategies
Medium-
4
Loss of
sales and
revenue
Make
changes in
their plan
with the
help of
which the
effect of
inflation
can be
Maintaining
plans and
policies
with the
help of
which in
case of such
risk the
issue can be

13
SALES MANAGEMENT
and
globally
(Bergh et
al. 2016).
mitigated eliminated

13
SALES MANAGEMENT
Form 5
Key Activity Planner
D
at
e
A
ct
iv
it
y January
Februar
y March April May June July August
Septem
ber October
Novemb
er
Decemb
er
1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4
1 T R P S P R Q S P S R Q Q T F R F R T S R Q S F Q R P S P S Q F R P S F P S F R F R T P P S T F
2 R P S T T R F P R S T F P R T S R P F S T S R P S R P T P F T S S T F R T P R S R T P S T P S R
3 P S T F R P T S F T Q P R P S T F R T S T P S Q F P R S T F P Q T S P F F T R P S F S T R T P F
4 T P T T Q Q P Q P R F R Q Q S P T Q Q T P T S R S S R Q S T Q T F P T R T P F P S T S T Q F R S
5 S Q R T T R P F F Q P S T P Q Q S Q F Q T P Q R P Q S Q Q P P S T Q P T Q F S F F S R T T Q R F
6 R R S T Q S R P R Q T P T R Q P S T P R F R P R S T R P R F F Q Q T P S P P Q T P T F Q Q F P T
7 Q F T F Q T P S Q T S S R T F P S F S T Q Q T Q P R S P S T S P R P Q F F P S Q F P F F P T P F
8 P T S F P P R R R R Q P F S R P T S P S T F F T P P T S T R F Q Q T P S Q Q Q P T Q S R S F T T
9 T P F S Q F P P R S P T P S S Q T R S P S P R R P F S S T P T R T Q P T R S S Q R R R Q S T T F
1
0 T F S S Q R T P R S Q T Q P T P F P T P P R T F P R T P T S R P P S T T R S F S S F R F T T R R
1
1 R F Q R F Q R R T S R T S R S S S S F Q F R F F T T Q S P F R T F R S R Q F T R P S T F S S T S
1
2 F Q T R R P P P F F S T R T F F F F R F S P P T F F R R T T S F R T F P P S S Q P P Q S S R Q F