Sales Planning and Operations: Marketing Strategies Analysis

This report delves into the intricacies of sales planning and operations, examining various aspects crucial for business success. It begins by analyzing the role of personal selling at Enviro-Cars Ltd, exploring how it supports other promotional activities and comparing buyer behavior and decision-making processes in different scenarios. The report then scrutinizes the role of the sales team in overall marketing strategy, emphasizing the importance of aligning sales strategies with corporate objectives. It further investigates recruitment and selection procedures, highlighting their significance for Plastic Products Ltd. The report also discusses the utilization of motivation, remuneration, and training as tools within sales management, and how businesses can organize sales activities to control sales output effectively. It concludes by developing a sales plan for a product category in a Curry’s emerging market, identifying opportunities for international sales and the use of exhibitions/trade fairs. The analysis provides a comprehensive overview of sales planning, marketing strategies, and their impact on business growth and performance, offering insights into practical applications and strategic considerations.

Sales Planning and
Operations

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 How personal selling at Enviro-Cars Ltd supports other promotional activities.............1
1.2 Comparing buyer behavior and decision making process................................................2
1.3 Analyzing the role of sales team in marketing strategy...................................................3
TASK 3............................................................................................................................................3
3.1 How sales strategies can be aligned with corporate objectives........................................3
3.2 The recruitment and selection procedures are important for Plastic Products Ltd...........4
3.3 The role of motivation, remuneration and training can be utilized as tools of motivation
within sales management........................................................................................................5
3.4 How business can organize sales activities in order to control of sales output................5
3.5 Effective sales management can be supported by the use of databases...........................6
TASK 4............................................................................................................................................6
4.1 Developing a sales plan for product category of Curry’s emerging market.....................6
4.2 Opportunities for selling internationally into chosen market...........................................7
4.3 Opportunities for using Exhibitions/Trade fairs...............................................................8
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Sales planning and operations can be considered as an interconnected business process
developed in order to focus, alignment and synchronize within different functions of
management. However, it states that business is required to develop a planning process with the
aim to achieve business objectives. The current research is divided into different scenarios that
states that business is facing low sales and profitability because of economic recession and
inexperience staff. In the first task it involves analysis regarding sales and planning of Enviro
Cars Ltd Company (Adamczak, Domański and Cyplik, 2013). It also includes personal selling,
comparison of consumer behavior and decision making process within B2B and B2C market.
Further, in the third task, sales and planning information has been involved regarding Plastic
product Ltd. Here, firm focuses to enhance their operations through recruiting skilled workforce
and attain desired objectives. Also, management needs to focus on its sales team in order to
maintain customer relationship and overcome challenges faced by enterprise.
TASK 1
1.1 Explaining the personal selling at Enviro-Cars Ltd. that supports other promotional activities
Personal selling can be stated as a crucial element of business because it involves sales
force to convenience people to purchase the product by showing its features. Here, face to face
meeting is conducted among buyer and seller. Moreover, personal selling activity within Enviro
Cars supports varied other promotional activities that assist sellers to promote the product
through their attitude, behavior, product knowledge and appearance etc. All these characteristics
help sales people to motivate the consumer to purchase the product and achieve sales and
profitability. In the given scenario of Enviro Cars Ltd they are facing serious challenges
regarding the sales of both new and second hand cars (Hoyer and Maclnnis, 2012). The
management analyzes that firm is facing such problem due to economic recession in the country.
While, some partners states that it is faced due to certain experienced sales staff have left the job
and the present sales force is not that much experienced in order to understand the needs and
wants of clients.
Enviro Cars are required to focus on involving other promotional activities such as
advertising and digital media marketing campaign so that it helps them to enhance their business
performance by selling both new and second hand cars. Moreover, business also aims to develop
1

its personal selling activity and for that they need to provide the best training and development to
their workers so that they can improve their skills and knowledge and attract clients to purchase
the cars. Personal selling helps business to identify the potential buyers who are likely to
purchase the new and second hand cars. Here, sales force is required to prepare proper
presentation that helps them to target and attract both B2B and B2C clients (Johnston and
Marshall, 2013). It can be evaluated that personal selling is essential for firm to interconnect with
other promotional mix elements so that merchandise can be advertised in market. Personal
selling is the crucial element that helps in promoting the products and services face to face or
personally so that clients can be informed regarding the benefits of the goods. Personal selling
provides the opportunity to sales persons to modify and change the sales strategies as per the
consumer (Lester, 2015). On the contrary, non personal elements of promotional mix are
advertisement on television, news papers, social media and brochures etc.
1.2 Comparing buyer behavior and decision making process in different situations
It can be evaluated that the buyer behavior and decision making process can be compared
in regard to different situations that have been analyzed within Enviro Cars Ltd. For instance, at
the time of low sales of new and second hand cars business analyzes the buyer behavior and thus
influence buyer to make decision regarding the purchase of car. Following are the different
sections that can impact the consumer behavior. These are as follows-
 Improper customer service- It can be assessed that Enviro Cars is unable to provide
proper buyer service because they possess inexperienced staff and those who are
experienced they are leaving the job quickly. Thus, inexperienced sales force is the main
reason because of which they are not able to provide proper customer service. Hence, it
decreases the sales and profitability of firm (Noonan, 2010).
 Decrease in spending by buyers- Through evaluating the case scenario of Enviro Cars it
can be assessed that business is facing issues such as economic recession and
inexperienced sales force. Thus, it decreases the sales and profitability of business in
market. Because of prevailing economic recession in the economy, consumers do not
prefer to purchase new and second hand cars and thus it lowers down the sales of firm
(Noroozi and Wikner, 2013).
2

 Lack of presentation skill- Here, it can be assessed that the inexperienced staff of
Enviro Cars faces lack of presentation skill and thus they are not able to provide proper
knowledge regarding the care to potential buyers. Thus, it affects the sales and of firm.
Therefore, business is required to provide required training and development to them so
that they can enhance their skills and retain customers for long term within firm (Li and
et. al., 2014). There are different similarities and differences between B2B and B2C
buyer behavior these are as follows-
 B2B- In B2B purchasing decisions it tend to be less emotional as it directly connects to
businesses. It also spends more money on their purchases and buying process is complex
and lengthy. B2B sales involves the sales of a product from one company to another for
its products. For instance, Enviro Cars Ltd. can approach the re-seller for the sales of the
cars.
 B2C- While, here the products are sold to consumers directly and thus ensure to make
right decisions. Here, communication is made to sell the product and also demonstrating
the product to clients. B2C marketing is different from B2B in many ways. The sales
promotions and activities in B2C marketing is completely depends on how it evoke the
end user customers emotional responses.
While it is essential for consumers to make effectual decision making through identifying the
alternatives available so that best purchase decision can be made.
1.3 Analyzing the role of sales team in overall marketing strategy at Enviro Cars Ltd.
Sales force plays a significant role in planning effectual marketing tactic for business so
that they are able to attract and retain customers for long term in business. Business trains its
sales team to develop the best communication and interpersonal skills so that they are able to
identify the needs and wants of customers and provide them required products to achieve targets.
Enviro Cars are required to adopt effective marketing strategy in order to build the brand image
and target potential customers to enhance sales (Oliva and Watson, 2011). Following are the
responsibilities of sales team in developing marketing tactic. These are as follows-
 Determining the requirements of target segment- It is the main role played by the
sales force in order to identify the needs of target people. However, they are accountable
to assess their requirements and then provide similar merchandise so that they can be
satisfied and execute sales. Therefore, sales people should be well trained and
3

knowledgeable regarding the product information so that they can convenience customer
regarding the key features and uniqueness of the product. Thus, sales force provides a
base to the Enviro Cars in planning the marketing tactics so that they can influence
customers to purchase the new and second hand cars (Tavares Thomé and et.al., 2012).
Further, it also assists in assessing the needs of both B2B and B2C people so that best
decision can be taken in regard to fulfill their demand.
 Team selling- It can be stated that it is essential for sales people to develop integration
and build a sales team so that team selling can be carried out. It is an effectual process as
it helps people to enhance the sales and profitability.
 Promotion mapping- It is another aim of sales force to develop marketing strategy so
that they can target potential consumers and adopt appropriate promotion technique so
that results can be attained. Enviro Cars sales team is required to prepare marketing plan
for B2C clients so that they can enhance their sales and profitability. While, for B2B it
requires developing effective relationship among each other so that brand image in
market can be improved (Thome, Sousa and Carmo, 2014).
TASK 3
3.1 Explaining how sales strategies can be aligned with corporate objectives in organizations
It can be evaluated that it is essential for business to align its sales tactics with corporate
objectives. Plastic Products Ltd is required to align its sales plan to corporate strategy so that
they can understand the needs of consumers and provide them required plastic products.
Following are the steps that firm need to follow to move in right direction. It is as follows-
 Firstly, business is required to agree upon the corporate goals that will be directly
delivered to firm through sales. It helps in analyzing that the business aims to enhance
revenue, customer satisfaction and improve retention within business for long term. Here,
Plastic Products is required to ensure that they need to focus on specific goals so that
targets can be attained effectively (Wacker and Lummus, 2012).
 Next, business is required to compare the current strategy with the previous year so that it
should not be the same. For instance, if business remains unchanged than it affects the
desired results. Also, enterprise is required to analyze the performance of sales team and
4

accordingly adjust the sales plan with the aim to attain results (Bozarth and Handfield,
2015).
 Lastly, Plastic Products Ltd is required to evaluate the job roles as per the corporate
strategy developed by firm. Thus, it helps cited firm to carry out its corporate strategy
with the effect of sales plan so that desired objective of increasing sales of Plastic
Products enhances (Thomé, Sousa and Scavarda do Carmo, 2014). For instance, Plastic
products ltd can describe the job roles and responsibilities clearly among the sales people.
Moreover, it can monitor their effectiveness in performing the job roles.
3.2 Explaining why recruitment and selection procedures are important for Plastic Products Ltd
It is essential for business to adopt the best procedure for recruiting and selecting
employees within Plastic Products. For instance, if business chooses right people for the right job
then appropriately such people prove to be productive but also tend to stay within the firm for
long term. Therefore, it is recommended to firm that they should invest in recruitment and
selection also motivate the staff to attain desired objectives. Business also believes that through
recruiting skilled candidate who are familiar with the plastic industry will help business to
expand their operations. Thus, business should hire sales personnel from similar competitive
businesses who are having potential candidates and having full knowledge about the fast moving
consumer products (Tuomikangas and Kaipia, 2014).
Thus, through recruiting such people business helps in saving lot of cost spend on
training and development which firm can utilize on expansion and motivation of workers.
Therefore, while selecting the candidate business is required to carry out proper job analysis who
are applying for the post and evaluate their knowledge regarding the plastic industry. Hence,
through recruiting from plastic industrious people will be aware about the supply, production and
properties of plastic. Also, new recruits will not found difficulty in understanding the technical
language of people working within Plastic Products (Moon and Alle, 2015). Thus, selecting the
best recruitment and selection procedure helps firm to attain desired objectives. Following is the
recruitment and selection process which are as follows-
 Sourcing candidates- It can be stated that it is the first step in which HR department is
required to find suitable candidates for job vacancies.
5

 Tracking applicants- It is another step in the recruitment and selection process to track the
applicants.
 Preliminary phone interview- Further, conducting preliminary phone interview helps in
obtaining information about the applicants.
 Face to face interview- Later, face to face interview is conducted in order to recruit the
candidate for the job.
It is essential for business to carry out this process as it is crucial in order to select right
candidate for the right job.
3.3 Evaluating the role of motivation in organization and its usefulness in remuneration and
training within sales management
Following are the role of motivation, remuneration and training as effectual tools of
encouraging sales force. It is as follows-
 Role of motivation in sales management- It is essential for business to encourage its
sales force so that they can effectively improve the sales and profitability of firm.
However, it is the responsibility of the Plastic Products to motivate their sales team by
providing them proper awards, rewards, incentives etc. However, through providing
different motivating factors it helps in improving productivity and expanding the
operations of firm in marketplace (Goh and Eldridge, 2015).
 Role of training in sales management- It is significant for firm to provide training and
development to its workforce so that they can enhance their skills and capabilities in
order to accomplish the set targets. Moreover, continuous training session helps sales
force of Plastic Products to improve their skills and knowledge regarding the
merchandise in which firm is dealing. Thus, it helps them to expand the business in large
supermarket groups (Yu, Ramanathan and Nath, 2014).
 Role of remuneration in sales management- Remuneration can be stated as
compensation that has been provided by one people to another in exchange of work
performed. It is referred as wages or salary paid to sales personnel for the services
rendered to carry out the business activities. Management needs to set high remuneration
in order to encourage sales team to attain desired goals and objectives (Kong and
Rönnqvist, 2014). It can be evaluated that business is required to undertake Herzberg or
Maslow theory so that training and remuneration can help in motivating people. Both
6

these theories helps in encouraging individual to improve their skills and capabilities so
that results can be attained. However, through motivating workers by providing them
financial and non-financial benefits helps in attaining results. For instance, the employee
who is in need of safety. In this situation cited firm can provide them performance
appraisals and job securities (Wacker and Lummus, 2012). Similarly, the employees who
is in psychotic need firm can increase the salary and reward them by incentives to
motivate them.
3.4 Explaining how business can organize sales activities in order to control of sales output
Sales management is required to organize sales activities in order to control sales output.
These are as follows
 Setting goals- Here, through evaluating the case it can be assessed that Jim Spencer the
sales manager in setting goals and objectives for Plastic Products Ltd. Thus, because of
recommendation of Spencer to general manager of firm it is essential for them to take
strategic decision of recruiting two more sales representatives. Through such type of
activity, it helps to enhance the skills and capabilities so that goals and objectives can be
attained (Gola, 2014).
 Forecasting, budgeting and organizing- After, identifying the desired goals of firm,
sales manager of Plastic Products need to undertake effectual measures in order to
achieve them. Thus, management is required to set specific standards in order to attain
desired goals. Here, business is also required to manage proper budgeting activity so that
both inflow and outflow of funds ca be effectively managed (Lester, 2015).
 Controlling sales output- It can be stated that through proper sales management it helps
in regulating the sales output so that desired goals can be attained. Thus, sales team
should be that effective so that they can control the sales output and attain results
(Frazzon and et. al., 2014).
3.5 Explaining how effective sales management can be supported by the use of databases
Plastic Products Ltd is required to undertake databases in order to collect and store the
information of customers, suppliers etc. However, training the sales people to manage the
information in databases it helps firm to take effectual decision. Thus, database software helps in
managing the sales activities of company. Required training need to be given to workers so that
7

they can effectively store and utilize the data from database at the time of sales promotion.
Additionally, database software helps in making strategic decisions and develops sales planning
for future. It also assists is storing the data for future use and thus through which sales calling
can be done to clients. It helps in enhancing the business growth (Zanjani and Nourelfath, 2014).
TASK 4
4.1 Developing a sales plan for product category of Curry’s for suitable emerging market
Title- Curry' home electronics category
Date- 5/12/15
Objectives- 1. To enhance the sales of product
2. To give tough competition to rivals
3. To achieve efficiency and market growth
Strategies- 1.1 Adopting effectual promotional strategies
2.1 Pricing strategy
3.1 Setting effective plans and policies by considering the same of rivals
Tactics- 1.1.1 To implement long term plan
2.1.1 Achieve competitive edge
3.1.1 Enhance training and development program
KPI's 1. Profitability
2. High market share
3. Attain sales target
It is essential for Currys which is a British electrical retailer operating in UK and Ireland
to develop a sales plan for its home electronics category. However, business is required to
develop its mission and objectives because the selected target market is India. Also, business is
required to analyze the business market position through starting its operations in different
markets by promoting their electrical products for Indian customers. They also need to set
effective pricing strategy so that customers can be attracted to purchase the product. However,
business is required to create the sales plan through considering the geographical area so that
they can effectively promote their home electronics product among the target customers
(Markgraf, 2014). It can be stated that this sales plan need to be revised on a regular basis of 6
months so that actual sales can be attained by firm.
8

 Mission- The aim of Currys home electronics to enter into emerging market and develop
its distribution channel in order to popularize the band image among varied competitors.
 Objectives- The main objective of business is to enter in Indian market and provide
home electronics to them so that growth can be attained.
 Strategies- Business should undertake digital media promotion to advertise their
products in Indian market (Karlsson, 2011).
 Actions- The tactics that has been assessed needs to be implemented through employing
skilled workforce and attain goals.
 KPI- Regular monitoring and reviewing the plan helps in attaining success.
4.2 Investigating the opportunities for selling internationally into chosen market
There are varied opportunities for business to sell its electronic products in international
market i.e. India. The country selected is India it has been chosen because it is a developing
country and thus there is high market potential to consume the product. In India the main metros
will be selected such as Mumbai, Kolkata, Delhi etc. There are different trade regulations in
India such as FDI that need to be followed by companies entering into India (Kong and
Rönnqvist, 2014). Also, there are different cultural and social issues prevailing the country that
might affect the policies of business. PEST analysis- It is as follows-
 Political- There are different political parties that affects the business to enter into India.
 Economic- As country is facing issues in slowing down the economic and thus recession
is the problem.
 Social- There are different cultural people and thus it affects the business.
 Technological- It is essential for firm to adopt innovative technology so that clients can
be attracted.
 Growing market- Business analyzes that India is the growing market for electronic
merchandise therefore, business plans to enter into Indian market and focus on needs and
preferences of clients to satisfy them. Thus, it helps in generating high revenues
(Noroozi, 2014).
 Friendly gadget users- Currys also found India as an emerging country to sell its home
electronics products because the consumers living in India are very gadget friendly and
thus they are attractive towards such products that helps firm to enhance the sales and
profitability (Frazzon and et. al., 2014).
9

 Online selling- Business can directly sell its products through online it helps them to
save a lot of cost and thus provide merchandise to consumers at low price. It attracts lot
of clients to purchase the home electronics from such website instead of varied
competitors available (Adamczak, Domański and Cyplik, 2013).
 Planned association- It is essential for business to develop planned association i.e.
agreement among two or more businesses in order to carry out business on certain
specific terms and conditions. Thus, with the help of this Currys can expand its
operations in emerging marketplace (Hoyer and Maclnnis, 2012). Through the planned
association Curry's can attain security and proper establishment in the emerging
marketplace.
4.3 Investigating the opportunities for using Exhibitions/Trade fairs in chosen market
Business possesses varied opportunities to enter into emerging market i.e. through
adopting exhibitions and trade fairs. These are the most crucial methods through which business
can make connection with large number of customers and provide them information about the
home electronics. Thus, it is essential for business to participate in trade fairs so that they can
enhance their brand image and attract large base of clients towards firm. In such type of trade
practices there are varied competitors available presenting their similar products and services and
thus business is required to adopt unique pricing strategy to attain desired results (Li and et. al.,
2014). Exhibitions and trade fairs are the biggest platform to exhibit the Currys products so that
they can attract varied wholesale distributors in regard to take agencies of home electronics and
also single customers to buy the product for home usage. The chosen product is home appliances
and it will be exhibited in Electronica India an exhibition which will be held in Delhi. Here,
company can exhibit their products to attract businesses and consumers. The participating fees
for the exhibition is 50000 Rs and payment need to be made online also the exhibition will be
carrying out demonstration no sales. It helps in getting awareness to clients regarding the
products and later they can order it directly from company.
CONCLUSION
From the above study it can be articulated that personal selling is the best way through
which individual can develop face to face contract with seller and influence them to purchase the
product. Thus, it helps business to increase sales and profitability. Furthermore, sales force also
10

plays a critical role in planning marketing strategy for business so that they can effectively
determine the needs of target segment. Also, it is essential for business to undertake effectual
recruitment and selection process so that they can recruit experienced candidates who have full
knowledge of working within similar industry.
11

REFERENCES
Books and Journals
Adamczak, M. Domański, R. and Cyplik, P., 2013. Use of sales and operations planning in
small and medium-size.
Bozarth, C. C. and Handfield, R. B., 2015. Introduction to operations and supply chain
management. Prentice Hall.
Frazzon, E. M. and et. al., 2014. Spare parts supply chains’ operational planning using technical
condition information from intelligent maintenance systems. Annual Reviews in Control.
38(1). pp. 147-154.
Goh, S. H. and Eldridge, S., 2015. New product introduction and supplier integration in sales and
operations planning: Evidence from the Asia Pacific region. International Journal of
Physical Distribution & Logistics Management. 45(9/10). pp. 861-886.
Gola, A., 2014. Genetic-Based Approach to Production Planning with Minimization Cost of
Manufacturing. Actual Problems of Economics. 153(3). pp. 496-503.
Hoyer, D. W. and Maclnnis, J. D., 2012. Consumer behavior. Cengage Learning.
Johnston, M. W. and Marshall, G. W., 2013. Sales Force Management: Leadership, Innovation,
Technology. Routledge.
Kong, J. and Rönnqvist, M., 2014. Coordination between strategic forest management and
tactical logistic and production planning in the forestry supply chain. International
Transactions in Operational Research. 21(5). pp. 703-735.
Lester, R. A., 2015. Manpower planning in a free society. Princeton University Press.
Li, L. and et. al., 2014. Mathematical model based on the product sales market forecast of
markov forecasting and application. Journal of Chemical and Pharmaceutical Research.
6(6). Pp. 1359-1365.
Moon, M. and Alle, P., 2015. From Sales & Operations Planning to Business Integration.
Foresight: The International Journal of Applied Forecasting. (37). pp. 5-12.
Noonan, C., 2010. Sales Management. Taylor and Francis.
Noroozi, S. and Wikner, J., 2013. Sales and operations planning in the process industry. In
Proceedings of the 20th International EurOMA Conference.
Oliva, R. and Watson, N., 2011. Cross-functional alignment in supply chain planning: a case
study of sales and operations planning. Journal of Operations Management. 29(5). pp.
434-448.
12

Tavares Thomé, A. M. and et, al., 2012. Sales and operations planning: A research synthesis.
International Journal of Production Economics. 138(1). Pp. 1-13.
Thomé, A. M. T., Sousa, R. S. and Scavarda do Carmo, L. F. R. R., 2014. The impact of sales
and operations planning practices on manufacturing operational performance.
International Journal of Production Research. 52(7). pp. 2108-2121.
Thome, G. A. M., Sousa, S. R. and Carmo, S. A. R. I. L., 2014. Complexity as contingency in
sales and operations planning. Industrial Management & Data Systems. 114(5). pp.678 –
695
Tuomikangas, N. and Kaipia, R., 2014. A coordination framework for sales and operations
planning (S&OP): Synthesis from the literature. International Journal of Production
Economics. 154. pp. 243-262.
Wacker, J. G. and Lummus, R. R., 2012. Sales forecasting for strategic resource planning.
International Journal of Operations & Production Management. 22(9). pp.1014 – 1031.
Yu, W., Ramanathan, R. and Nath, P., 2014. The impacts of marketing and operations
capabilities on financial performance in the UK retail sector: A resource-based
perspective. Industrial Marketing Management. 43(1). pp. 25-31.
Zanjani, M. K. and Nourelfath, M., 2014. Integrated spare parts logistics and operations planning
for maintenance service providers. International Journal of Production Economics. 158.
pp. 44-53.
Online
Karlsson, S., 2011. Sales and Operations Planning Process Improvements. [PDF]. Available
through: <http://publications.lib.chalmers.se/records/fulltext/146344.pdf>. [Accessed on
21st October 2015].
Markgraf, H., 2014. The Roles and Responsibilities of a Sales and Marketing Team. [Online]
Available through: <http://roles-responsibilities-sales-marketing-team-65580.html>.
[Accessed on 21st October 2015].
Noroozi, S., 2014. A Framework for Sales and Operations Planning in Process Industries.
[PDF]. Available through:
<http://liu.diva-portal.org/smash/get/diva2:717998/FULLTEXT01.pdf>. [Accessed on
21st October 2015].
13