Comprehensive Sales Planning and Operations Report for Sainsbury's

This report provides a detailed analysis of sales planning and operations within the context of Sainsbury's, a UK-based retail company. It begins by exploring the role of personal selling within the promotion mix, highlighting the importance of advertising, personal selling, sales promotion, and public relations. The report then delves into consumer buying behavior and decision-making processes, comparing habitual, variety-seeking, dissonance-reducing, and complex buying behaviors. The role of the sales team in marketing strategy is examined, emphasizing its contribution to home delivery, customer encouragement, information gathering, promotion of products, and brand building. The report continues with a presentation on sales strategies for a specific product, followed by an explanation of various strategies used to sell products, including advertising, promotions, and discounts. It also stresses the significance of recruitment and selection processes in building a skilled workforce and evaluates the role of motivation, remuneration, and training in effective sales management. Finally, the report focuses on developing a sales plan for a product or service and investigates opportunities for international sales and the use of exhibitions and trade fairs.

SALES PLANNING
AND OPERATIONS
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TABLE OF CONTENTS
INTRODUCTION............................................................................................................................. 4
TASK 1............................................................................................................................................ 4
1.1 Explanation of supports of personal selling in the promotion mix.......................................4
1.2 Comparison among behavior of buying as well as process of decision making in various
situations....................................................................................................................................5
1.3 Analysis of role plays by team of sales in the marketing strategy........................................6
TASK 2............................................................................................................................................ 7
2.1 & 2.2 Presentation on sales for a particular product or services offered by the business
entity.......................................................................................................................................... 7
TASK 3............................................................................................................................................ 8
3.1 Explanation of strategies to sale products...........................................................................8
3.2 Explaining the importance of recruitment and selection process........................................8
3.3 Evaluating the role of motivation, remuneration and training in sales management..........9
3.4 Explaining the ways in which sales management facilitates better organization of activity
and make control on output.................................................................................................... 10
3.5 Explaining the use of database in the effectual sales management...................................11
TASK 4.......................................................................................................................................... 12
4.1 Developing a sales plan for a product or service................................................................12
4.2 Investigating opportunities for selling products at international level...............................13
4.3 Investigating opportunities for using exhibitions or trade fairs..........................................13
CONCLUSION............................................................................................................................... 14
REFERENCES.................................................................................................................................15
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INTRODUCTION
Sales is a key aspect of every kind of business in various industry which helps to generate
profit and make it more financially sound. Further, different strategies and tactics are highly
helpful for enhancing revenue and sales in the firm. The current study is based on the retail
company i.e. Sainsbury which is the UK based and provides various product range and services
across the world. The report describes about the personal selling and its importance in order to
sale products and improves marketing strategies. It shows presentation of sales for selling a
particular product and service like as food items. Beside this, it emphasizes on roles as well as
objectives of managing sales in the business entity. At the last, the report focuses on different
stages and activities for making sales plan for a specific service or product.
TASK 1
1.1 Explanation of supports of personal selling in the promotion mix
Personal selling a process which plays a very significant role in every business entity for
selling products and services in the market in effectual manner. Under the respective process a
person of company’s sales team sell the products after interacting with people face to face. In the
today’s era, competitors are increases day by day which lead to reduce level of sales and profit in
the industry. So, it is very necessary to attract higher number of customers in order to increase
their buying behavior for purchasing firm’s services and goods (Heizer and Barry, 2013).
Further, in order to promote and sale the services offered by Sainsbury personal selling have a
vital place. There are mainly four kinds of elements are included in the promotion mix which are
delineated as below:
Advertising: A process where the company aware local community of the country
regarding new products and services is known as advertising. In this different sources are used
with the help of human resources, without these Sainsbury cannot generate sales and revenue.
Apart from this with the help of advertising the customers are easily able to know various
informations related to products such as its features, prices, durability, quality, materials used
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etc. Here personal selling plays is very important for advertising products and services which
helps to boost up level of sales (Hübner, Kuhn and Sternbeck, 2013).
Personal selling: With the help of personal selling the Sainsbury is able to provide goods
and services to their customers by interacting face to face. Here the firm meet with the potential
customers which helps to take better and more informations regarding services as well as
products provided by the retail firm.
Sales promotion: As per the respective promotion mix key objective of Sainsbury is to
attract higher customers and increase value of sales and revenue. Ion this the personnel of sales
plays a better role along with this firm provide various kinds of offers and schemes for the
specific period of time (Thomé, Sousa and Scavarda do Carmo, 2014). By using sales promotion
the Sainsbury is easily able to enhance level of customers, sales and profit at the end of financial
year.
Public relation: The respective element is highly effective in business process and very
necessary for the entities. In regarding to this, when the personal selling able to keep and
establish better and proper relations then customers will be enhance up to greater level. Here the
people or local community attract towards the firm like as Sainsbury Plc.
1.2 Comparison among behavior of buying as well as process of decision making in various
situations
In the corporations there are different kinds of customers purchases products and services
which are offered by the Sainsbury public limited company. In the business different types of
consumers have different behavior while taking purchasing decisions (Olhager, 2013). When the
fashion changes then the potential customers move towards another place where it able to get
more amount of sales. Further, there are mainly four kinds of buying behavior and according to
that customers give response to the firm as well. Various four types of behavior for buying of
consumers are such as follows:
 Habitual buying behavior: In this the customers purchase those items and services of
Sainsbury from which they are habitual and uses on continuously basis (Kjellsdotter Ivert
and Jonsson, 2014). Further, here the customers not divert to buy another firm’s products.
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 Variety seeking behavior of buying: As per the respective behavior the consumers like to
purchase different variety of products. These are not rigid towards a particular product or
services rather than it they buy as per the variety.
 Dissonance reducing buying behavior: Here the buyers become confuse while taking
decision to purchase products as well as services of Sainsbury. Hence, it leads to reduce
purchasing power of goods and services which impact on the sales of firm (Singh and
Lee, 2013).
 Complex buying behavior: According to complex types of buying behavior the customers
become very typical and cannot take effective as well as proper decisions.
In addition to this, decision making process of customers for buying products and services is
also significant aspect for the Sainsbury Plc. Numerous stages of such process of buyers are
such as follows:
 Identify potential problems and need of products and services
 Search as well as collect informations about the product
 Analyse and evaluating alternative goods and services
 Select a specific product among various alternatives (Thormann, 2015).
 Purchase selected and product or services
 Evaluating post purchase and consumers goods which are bought in above step
1.3 Analysis of role plays by team of sales in the marketing strategy
Team of sales is very important for the Sainsbury in order to make and apply marketing
strategy in business. Without such team the firm not able to do advertising and marketing in the
market. Further, consumers will not aware and affects to sales in negative way. Different
significant roles which are play by sales team are such as follows:
 Sales team helps to provide services such as home delivery to the potential customers.
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 It helps to encourage the consumers in order to purchase products and services of
Sainsbury (Ross, 2015).
 By contacting with the buyers team able to collect various informations related to product
and firm able to make changes according to that.
 It highly helpful to advertise as well as promote new and existing services or products
offered by the firm.
 Helpful in order to give and provide reliable as well as proper information regarding
every items and services.
 Helps to the Sainsbury in order to make and create better brand image in the overall retail
industry.
 Sales team is helpful for providing new, updated and latest information to the consumers
(Islam, 2013).
 Apart from this, with the help of sales team revenue, turnover and profit increases by
which it becomes more financially sound.
TASK 2
2.1 & 2.2 Presentation on sales for a particular product or services offered by the business entity
Covered in power point presentation
TASK 3
3.1 Explanation of strategies to sale products
There are various kinds of strategies used by the Sainsbury in order to sale products and
services to become highly financially sound. Different types of selling strategies are such as
advertising, promoting, marketing, offer schemes, discounts etc (Blume, 2013). With the help of
selling strategies the firm able to achieve goals and objectives of Sainsbury in effectual manner.
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Different corporate objectives which are achieved systematic through sales strategies are defined
as below:
 Sales strategy helps to enhance the loyalty of the customers by which revenue will be
generate in more amount.
 Reduce the cycle of sales and production process in the firm.
 By using sales tactics growth rate of Sainsbury in retail industry enhance on consistent
basis.
 By this management of the business entity able to find various strategies and approaches
in order to face and combat competitors and generate higher turnover (Pedroso, da Silva
and Tate, 2016).
 When the firm provide specific food items using better quality then able to gain
competitive advantage.
 With the help of various tactics of sales the firm easily attract more number of consumers
by which revenue can be generate at higher level. Ultimately levels of profit gets enhance
(Ganesan, 2015).
3.2 Explaining the importance of recruitment and selection process
Recruitment and selection is the main functions of HR manager which lays more
emphasis on appointing suitable person for job. In the business organization, recruitment and
selection process undertaken by HR personnel helps in building highly skilled as well as talented
workforce. Now, in the competitive business environment firm can attain success only when it
has high efficient personnel (Johnston and Marshall, 2016). In this, recruitment process helps in
finding suitable personnel for job. Moreover, HR manager prepares job description and
specification for the vacant position. Such documents assist in selecting suitable personnel who
possess desired level of skills and competencies.
By making screening of candidates manager invites them for interview round or session.
In interview session senior authorities check competency level and presence of mind by asking
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tricky questions (Schönsleben, 2016). For instance: Sales and HR manager as well as senior
authorities of Sainsbury ask questions to the candidate that how you handle more customers at
one time. Hence, by conducting interview session business unit selects suitable personnel for job.
Hence, by following such process company is in position to build highly talented workforce who
have ability to take wise decisions according to the situation. In this, by taking right decisions
within the suitable time frame personnel can make contribution in the attainment of
organizational goals and objectives.
3.3 Evaluating the role of motivation, remuneration and training in sales management
In the business unit, motivation, remuneration and training are the main aspects that
contribute in the effective sales management. Moreover, motivation is the key which encourage
personnel to give their best efforts while performing the business activities and functions.
According to the Herzberg’s theory of motivation there are mainly at workplace some factors
may result into high satisfaction. Factors which develop high motivation as well as satisfaction
are termed as motivators and include status, growth opportunities, discussion regarding
development etc (Hulthén and et.al., 2016). On the other side, hygiene factors include which may
cause of general satisfaction among the individuals includes salary, quality of life, working
condition. On the basis of this aspect by offering opportunities in relation to the growth or
advancement opportunities Sainsbury can motivate personnel to a great extent. Hence, such
motivation encourages personnel to deliver quality services to the customers and thereby evolve
satisfaction among them. Further, by motivation employees towards team work business unit can
get desired level of outcome or success.
Along with this, financial and non-financial incentives are the major aspects that
encourage individual to make efforts in relation to con evincing the decision making of
customers. Moreover, extra income in the monetary terms offers opportunity to individuals to
raise their living standards (Qi and Ellinger, 2017). For instance: At Sainsbury, sales personnel
works at operational level do not get high salary. In this, employees can earn extra or high by
meeting or exceeding the specific sales target. Besides this, business unit also recognizes the
performance of personnel by giving reward such as star performer of the month or department
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etc. Hence, both monetary and non-monetary benefits encourage sales individuals to meet the
target.
In addition to this, by organizing training activity business unit can meet sales objectives
to the significant level. Moreover, by undertaking both on and off the job training session
business unit can provide deeper insight to the personnel about the manner in which they need to
offer product or services to the customers. For instance: By organizing training session such as
seminar and conferences Sainsbury can make improvement in the communication skills of
employees (Christopher, 2016). This in turn enables personnel to attract more customers by
communicating the features of product to them. Hence, by considering all such aspects it can be
said that motivation, remuneration and training programs are vital for the achievement of goals.
3.4 Explaining the ways in which sales management facilitates better organization of activity and
make control on output
There are several ways that can be undertaken by firm for sales management. Hence, by
conducting sales meeting and conferences personnel of sales department can co-ordinate their
activities in an effectual way. Moreover, in meeting and conferences employees have opportunity
to share their views as well as difficulties which are facing by them in relation to customer
management (Albert and DeTienne, 2016). Thus, meeting facilitates detailed discussion on
various topics such as customers need, availability of competitors etc.
By this, higher authorities become able to develop effectual strategies that aid in the
growth and success of an organization. Further, effective sales management lays emphasis on the
organization of activities in accordance with the product, customer type or nature and area. In
addition to this, by building high effectual teams and allocating work load to personnel firm can
make its efforts in the right direction. Moreover, it is not possible for the specific department to
cover all the areas of specific region (Maroofi, Ardalan and Tabarzadi, 2017). In this regard,
senior manager can enhance customer base and thereby profit level through the means of
workload allocation. Hence, by developing effective sales team Sainsbury can meet marketing
goals to a significant level. From such assessment, it can be stated that sales management helps
company in managing all the activities more effectively and efficiently.
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Business unit can exert control on sales on sales output by making continuous monitoring
of revenue level in against to the predetermined standard. By doing this, firm would become able
to assess deviations that take place in sales performance. Hence, deviation level helps in
assessing the training need of personnel. Thus, by conducting training session according to the
requirement business unit can enhance sales output. In addition to this, by preparing and
circulating sales budget to personnel business unit can provide information to them regarding the
target level (Johnston and Marshall, 2016). Further, by taking feedback from sales personnel
regarding the needs and expectation of customers Sainsbury can maximize productivity and
profitability. Hence, by making continuous monitoring and evaluation of performance in against
to the set standards business unit can frame development plan.
3.5 Explaining the use of database in the effectual sales management
To build or sustain competitive edge over others it is highly required for the business
organization to maintain database regarding the sales and individuals. Such database and
information enables company to provide information to the customers about new arrivals and
discounts by sending mails. In this way, database helps Sainsbury in building effectual
relationship with the customers for long time frame. In addition to this, by using database and
continuously sending messages to the customers Sainsbury can convert prospect into end
customer. Along with this, database regarding the sales provides assistance to the business unit in
developing strategic and competent framework for the near future (Leuschner and Lambert,
2016). For instance: Data of sales revenue entails that company’s performance decreased in the
period of 2016 as compared to the past years. Hence, by placing emphasis on the promotional
aspects or campaign Sainsbury can maximize sales revenue. Such aspect shows that database
regarding the sales facilitate effective decision making.
TASK 4
4.1 Developing a sales plan for a product or service
Sales’ planning is the process which is highly concerned with the conversion of
potential customers into the final one. For instance: Sainsbury is planning to introduce electric
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equipments such as air conditioner, microwave etc. by considering its own labels. In this regard,
by undertaking following plan business unit can meet goals and objectives.
 Description of products or services: Sales planning is highly associated with the specific
product or services. Hence, in the first step, business unit selects product for which
demands of customers need to raise. In this, sales plan is created by the sales department
of Sainsbury with the aim to increasing the demand of people regarding AC and
microwave.
 Sales strategies: Segmentation and targeting as well as positioning are the main aspects
of sales plan. On the basis of this aspect, business unit segmented its customer base on
the basis of income and lifestyle. Further, firm will position both the electric equipments
on the ground of quality and affordability (Qi and Ellinger, 2017). Hence, to enhance
revenue by selling such products senior sales manager defines sales territory and assign
quota to each retail store. In this way, by creating suitable and competent plan firm would
become able to attain success.
 Setting budget: At this stage, firm sets budgeting framework by making proper
estimation of expense level. Hence, by providing each personnel with budget Sainsbury
can make control on unnecessary expenses and thereby facilitates optimum utilization of
financial resources.
 Execution of plan: In this, managers or sales personnel of each store make efforts in
relation to selling of equipments according to the instructions provided by senior
managers.
 Monitoring and control: In the final stage, sales manager make assessment of the
performance in against to set standard. By this, higher authorities can easily assess the
extent to which specific department failed to meet sales level or target (Hulthén and et.al.,
2016). Hence, by taking corrective measures or action within the suitable time frame
Sainsbury can attain success.
4.2 Investigating opportunities for selling products at international level
In the present times, with the aim to attain high profit margin companies are placing more
emphasis on offering product at international level. By considering the current situation, it can be
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stated that retail sector of UK is facing highly stiff competition. In this, it is not highly easy for
the business unit to attain high profit margin by selling products or services in the home market.
In this regard, companies like Sainsbury can build or sustain competitive edge over others by
offering products at global or international level. Moreover, customers of developing countries
like China, India etc. are looking for the equipments which are affordable (Schönsleben, 2016).
Thus, by making investigation of target market, customer’s requirements and other factors
Sainsbury can make assessment of international growth as well as selling opportunities in the
best possible way. Hence, by appointing agents and retailers at international level Sainsbury can
enhance profitability aspect by widening the reach.
4.3 Investigating opportunities for using exhibitions or trade fairs
By presenting the effectiveness and features of AC and Microwave in exhibitions as well
as trade fairs Sainsbury can develop awareness among the large number of customers. Moreover,
trade fairs and exhibitions are visited by more people. Hence, it offers opportunity to Sainsbury
to attract more customers by presenting the fair comparison of price and quality. Moreover,
customers are highly priced conscious in nature and prefer to purchase equipments from the
retailer which offers suitable product at lower prices. Thus, trade fairs and exhibitions enable
firm to make interaction with more people. This aspect shows that trade fairs offer opportunity to
the business organization to promote its service at large level (Johnston and Marshall, 2016).
Hence, by persuading both existing and potential customers Sainsbury can increase its sales
level. It can be stated that Sainsbury can increase its customer’s base by participating in the
highly popular trade exhibitions and fairs.
CONCLUSION
From the above report, it has been concluded that customers take decision regarding
purchase after making evaluation of each and every aspect. It can be revealed from the report
that income, lifestyle, family and reference group has great impact on the decision making aspect
of customers. Thus, Sainsbury needs to offer products or services to the customers by
considering such aspects. Besides this, it can be stated that sales team assists in developing
highly competent framework. Moreover, sales team and personnel have better idea regarding the
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expectation level of customers. Further, it has been articulated that by framing highly competent
sales strategies Sainsbury can maximize both productivity and profitability. It can be inferred
that training activity enhances competency level of personnel and thereby maximizes employee
productivity as well as profitability. Along with this, it can be summarized from the report that
by presenting products in the exhibitions company would become able to develop awareness
among the customers regarding its offering.
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