Sales and Operational Planning: Eviro Cars, Plastic Products Analysis

This report delves into the intricacies of sales and operational planning, examining its crucial role in business success. It begins by exploring how personal selling supports other promotional activities at Eviro Cars Ltd, and then compares buyer behavior and decision-making processes in both B2B and B2C contexts within the same company. The report then investigates the role of the sales team within the overall marketing strategy, including market segmentation, strategy development, and information management. The analysis extends to Plastic Products Ltd, examining how sales strategies align with corporate objectives, the importance of recruitment and selection, and the roles of motivation, training, and remuneration in sales management. Furthermore, it discusses the use of databases in sales and explores opportunities for international selling and leveraging exhibitions and trade fairs. Finally, it provides a sales plan for a Currys product, offering a comprehensive overview of sales and operational planning strategies.

SALES PLANNING
AND
OPERATIONS
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TABLE OF CONTENTS
Introduction......................................................................................................................................4
TASK 1............................................................................................................................................4
1.1 Explaining how personal selling at Eviro Cars Ltd support other promotional activities.....4
1.2 Comparison of buyer behaviour and decision making process in different situations of
Eviro-Cars Ltd.............................................................................................................................6
1.3 The role of sales team within overall marketing strategy for Eviro Car Ltd.........................8
TASK 2..........................................................................................................................................10
TASK 3..........................................................................................................................................15
3.1 How sales strategy can be aligned with the corporate objectives of Plastic products Ltd...15
3.2 Why recruitment and selection process are important for Plastic Products Ltd?................16
3.3 The role of motivation, training and remuneration in sales management............................18
3.4 Describing the use motivation within sales management....................................................19
3.5 The use of database in Plastic Product Company................................................................21
TASK 4..........................................................................................................................................21
4.1 Opportunities for selling internationally..............................................................................21
4.2 Opportunities for using exhibitions and trade fairs..............................................................23
4.3 Sales plan for Currys product..............................................................................................24
Conclusion.....................................................................................................................................25
REFFERENCES............................................................................................................................27
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Index of Tables
Table 1: Sales Plan ........................................................................................................................28
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INTRODUCTION
Sales and operational planning is a coordinated process which involves the prediction of
future sales and planning the production process accordingly. It helps business in managing its
manufacturing output in an optimum manner so as to meet the present as well as future
requirements of customers (Oliva and Watson, 2011). Therefore, it is the key activity for
organization which helps company in attaining its sales targets and ensuring the satisfaction to
customers. In the present research study, various aspects of sales and operational planning has
been studied. In this aspect various companies have been selected in this report to deeply
understand the concept of sales and operational planning.
TASK 1
1.1 Explaining how personal selling at Eviro Cars Ltd support other
promotional activities
Personal selling is an important part of promotional mix which assists the business in
reaching its potential customers. Promotion mix is the combination of different variables that are
selected by the marketers of Eviro Car Ltd. to target the potential customers and to accomplish
the business objectives. However, personal selling is a component of promotion mix which
involves direct or one to one communication between customers and sellers (Grimson and Pyke,
2007). Thereafter, various components are included in the promotional mix such as sales
promotion, publicity, personal selling and advertisement etc. The role of personal selling in Eviro
Car Ltd. is explained as follows:
 It assists the organization in targeting potential customers and results in actual sales by
persuading the customers.
 There is the least wastage of efforts in personal selling as sales personnel selects the
target market and concentrates on customers within that segment only.
 Personal selling generates the awareness among customers about the products and
services that are offered by Eviro Car Ltd (Miller, 2012).
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 It is more impelling than advertisement or publicity as it involves direct communication
between buyers and sellers.
 It supports advertising as it explains those attributes and clear those misconceptions
which are ignored during advertisement.
 The sales personnel can modify its message and explain in the language that is
understood by the target customers. Therefore, it is more flexible than other mediums.
Personal selling helps in developing better relationship between buyer and seller. This is
because, seller makes efforts in understanding the needs of target customers and suggests the
ways in which offerings of Eviro Car Ltd. can fulfil them.
Despite of personal selling they may also use some other promotional activities like
celebrity endorsement, after sales services, promotion through social media etc. social media
marketing is the contemporary trend that is being used by each and every organization. However,
with using this advertising and promoting of servicing the cars, maintenance of the vehicles etc.
To the large audiences. Although with the social media sites like Facebook, YouTube, LinkedIn
etc. Eviro-cars Ltd. can easily supply the information regarding the car services that they provide
to the customers. However, through social media marketing, car dealership can also target
various customers section. In addition to this, for promoting the services they also focus on
providing after sales services for the product that assist in attracting the large customers to use
their services.
The sales team of organization collects the relevant information about the needs and preferences
of target customers. This information further helps company in modifying its present offerings.
With the help of this, firm becomes aware of the changing tastes and demand of customers and
thus, becomes competent to provide better services (Meyr, Wagner and Rohde, 2015). In
addition to this, it provides competitive advantage to business over its rivals. Thereafter, business
can design new strategies to fulfil the demand and expectations of target consumers in a better
way. Personal selling further support other promotional mix elements in many ways. For
instance, in the advertisement of Eviro Car Ltd only general information like speed, price and
some specific features of car are explained while through personal selling, sales man can explain
other plan like insurance that will be provided by company. Thereafter, the sales executive can
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detail out the features demonstrated in advertisement in the language understood by the
prospective customer.
1.2 Comparison of buyer behaviour and decision making process in
different situations of Eviro-Cars Ltd
Buyer behaviour is related to various stages that target customers undergo before buying
a particular product. Buying decision making process is directly associated with the behaviour of
customers. The purchasing decision of customers involve different steps, the description of
which is as follows:
 Need identification: It is a first step of decision making process in which buyer decides
the need that he or she wants to fulfil first. In this step, buyer determines a purchase
priority for himself (Kaplan and Norton, 2008). For instance, John wants a 4 seater car
for its personal use and it should be fully equipped with new music system, modified
features etc.
 Information search: It this step, the customer tries to identify various ways to fulfil its
requirements. For example, John will discuss among its co-workers, relatives and peers
or on internet about the new cars of various models that are available in the market.
 Alternative solution: After gathering information, it is required by the customer to
determine various alternatives to select the one which fulfil its needs in the best way
(Mentzer, Stank and Esper., 2008). For instance, John will take the help of online
medium and will search and analyse various models in terms of price, design, attributes
etc.
 Purchase decision: After evaluating different alternatives, customers select the best
suited available option as per its requirement. For example, John will make his decision
on the basis of attributes that he wanted in a car. Thereafter, he will select the best which
falls in his budget and have all the required features which he want.
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 Post purchase evaluation: It is a final step in which buyer after making purchase
decision evaluates and matches its satisfaction level with its actual requirements. Here, in
our case, John is happy and satisfy with its new Eviro Car (Katz and Green, 2007).
Comparison of B2B and B2C buyer behaviour
Business to business buyer behavior (B2B) Business to customer behavior (B2C)
B2B buyers are few in number but do bulk
buying.
B2C buyers are large in number but do few
buying as per their need.
Business buyers are geographically
concentrated.
Customers are scattered and are not
concentrated in a particular region.
They do purchasing for their professional
purpose.
Customers do purchasing for their personal
use.
Buying process of business buyers is more
formal.
Buying procedure of customers is informal
(Nurmi, 2012).
The distribution process of business to
business marketing involves more direct
distribution channels to prospective customers.
The distribution process of business to
customers involves more indirect channels and
intermediaries like, wholesaler, retailer etc.
For instance, while purchasing Eviro Cars, the
business buyer will directly contact company
for purchasing cars in bulk.
For example, while buying Eviro-Cars the
customers will contact distributor or visit
showroom for purchasing single car
There are different factors that mainly impact and affect the buying decisions of the
customers. For instance;
 Promotional schemes- one of the major factor that affect the buying decisions of the
customers mainly include discount as well as different promotional schemes like car
services at the lower price, attractive gift for the customers that purchase second had cars
in the give time period etc. thus, all these promotional scheme and activities affect the
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buying decisions of customers (Factors Affecting Buying Decision of the Customers at
the Store, 2015)
 Customer treatment- Another factor that affect the buying decisions of customers include
the way staff or worker of the Eviro-Cars treated their customers who bring their car and
other vehicle for servicing purpose. Thus, treating customers with respect and warm
feeling it will assist in building loyalty among the customers.
1.3 The role of sales team within overall marketing strategy for
Eviro Car Ltd.
The sales team plays a key role in the success of marketing strategy of organization. The
sales team is responsible for implementing the marketing strategy that is designed by the
management of business enterprise. Different functions of sales team are elaborated as follows:
 Division and study of market: The main function of sales team is to divide the market
into different segments after studying various aspects of business environment. The sales
team bifurcate the market on the basis of psychographic, behavioural, demographic and
demographic segmentation (Jonsson, Kjellsdotter and Rudberg, 2007). Thereafter, the
target customers are selected by the team.
 Develop strategy: In order to fulfil the needs of target segment in the best possible
manner, the sales team develops effective and creative marketing strategy. The need and
preferences of target market is considered before developing such strategy. Every
individual within team is responsible for attaining the allotted sales target.
 Develop alternative strategy: It is also important for the sales team to develop a
alternative strategy which will act as a backup plan if the actual strategy fails or cannot be
implemented for some reason (Fildes and et.al. 2009).
 Design marketing plan: The marketing plan is developed by the sales team after
considering the business strategy of Evio Car Ltd Company. Further, it includes various
decisions regarding choice of marketing medium, use of promotional techniques and
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determining pricing policy. However, it is important for individuals within sales team to
coordinate different activities to achieve the objectives in an effective manner.
 Result: The competent individuals within sales team will help in enhancing the market
reputation of Evio- Car- Ltd Company by addressing the demands of each segment to
maximum possible extent. The coordinate team will help in maintaining the sales and
demand of to meet the overall goals of company (Chae, 2009). This will improve the
current declining sales and operational performance of business.
 Information management: It is important for the sales team to communicate the vital
information to management. They will also help in preparing customer database and
communicate the same to company. For instance, the extent to which sales target has
been achieved by the team should be communicated so that, management can measure
their performance.
However, the overall marketing strategy of Eviro-Cars Ltd should concentrate on developing
strong relationship with customers by satisfying their needs and preferences by designing cars
according to the specifications mentioned by customers (Chae, 2009). Therefore, the customers
will suggest their friends, relatives to buy Eviro-Cars and thus boost the sales of company’s
product. The increased satisfaction among customers will increase the reputation of company.
Role of ‘team’ of sales people supporting the overall marketing strategy as well as it also
has substantial influence on the profitability of the organization. The role of team will mainly
focuses on segmenting the whole market place under different section that will be targeted by the
Eviro-cars. Therefore, sales team is responsible for selling or promoting the services and product
into the classified segment. In order to fulfil the needs of target segment in the best possible
manner, the sales team develops effective and creative marketing strategy. As sales team must
render services collaboratively so that they may increase the brand image in the market that
would result in driving the sales of Enviro-cars in the market.
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TASK 2
TASK 2
SALES PRESENTATION OF
HYBRID CARS
By TOYOTA
Hybrid Car by Toyota
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Sales and Sales Plan
Sales represents the transfer of products between prospective
buyer and seller in exchange of money.
Sales plan is a marketing strategy used for determining the
sales targets for business target. It further helps in identifying
different alternatives for achieving the stated targets within
the given time frame.
Sales Plan is effective strategy that will assist Toyota, to frame sales targets, and strategies that
will further help in increasing the productivity and profitability of organization. The importance
of Sales planning are explained as follows
 It will help business identifying the profile of customers
 It will assist company in determining the target customers and taking effective steps to
reach them.
 Toyota can set sales goals with the aid of sales planning.
 It will also assist business enterprise in identifying the sales cycle.
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C ont..
The sales presentation is based on the hybrid car made by
Toyota. The benefit of using hybrid car is that it uses different
power sources to run the vehicle. It use electric source as well
as petrol or diesel. The concept of Hybrid car is more
environment friendly and appreciated by countries where
pollution is rising at alarming range.
The present sales presentation will be based on various
principles which are explained as follows:
The advantages of buying Hybrid Car
 The Hybrid car of Toyota uses two engine, electric and conventional, therefore, it provide
more choices and benefit to customers.
 It help in conserving fuel and therefore, it is cost effective.
 It emit less Co2 and therefore, more environment friendly.
 They are financially beneficial as, many banks provide loan at lower interest rate
especially on Hybrid Cars.
 The resale value of Hybrid Car is more as its goodwill is increasing day by day.
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