Sales Planning and Operations: A Comprehensive Analysis of British Gas

This report provides a comprehensive analysis of sales planning and operations within British Gas. It begins with an introduction to the importance of sales planning and how it aligns with corporate objectives. The report delves into the development of sales strategies, the significance of recruitment and selection processes, and the crucial roles of motivation, remuneration, and training in sales management. It explores how sales activities are organized and sales output is controlled, including the use of databases to generate business. Furthermore, it includes the development of a sales plan for a product and service, potential opportunities in a new international market, and the use of exhibitions and trade fairs. The report concludes with a summary of the key findings and recommendations for British Gas's sales operations.

SALES PLANNING AND OPERATIONS
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Table of Contents
Introduction .........................................................................................................................................3
Task 1 (Covered in PPt)........................................................................................................................3
Task 2 ...................................................................................................................................................3
a) Brief introduction to the essay.....................................................................................................3
b) Explain how sales strategies are developed in line with corporate objectives ...........................4
c) Explain the importance of recruitment and selection process for British Gas ...........................4
d) Evaluate the role of motivation, remuneration and training in sales management in the context
of British Gas...................................................................................................................................5
e) Explain how sales management organize sales activity and control sales output ......................6
f) Explain the use of database in effective sales management to generate incremental business
and stimulate repeat.........................................................................................................................7
g) Develop a sales plan for a product and service...........................................................................8
h) Opportunities for British Gas for selling the product in a new international market..................9
I) Investigate opportunities for British Gas for using exhibitions and trade fairs ..........................9
j) Conclusion..................................................................................................................................10
References ..........................................................................................................................................11
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INTRODUCTION
Sales planning is an essential activity for business entity because it helps in determining
several ways through which products of the company can be promoted at external market place
(Weber and Bahr, 2015). The present research study has been made on British Gas which is the
country's best recognized energy brand. British Gas not only supplies gas but also it deals with the
installation and maintenance of domestic central heating and appliances. Hence, in such context,
researcher has discussed how personal selling supports promotional mix of the organization and
along with that, researcher has also discussed how behavior of buyer changes in every different
situation. Sales strategies are required to be integrated with corporate objectives of the organization;
thus detailed description has been made regarding this aspect of the company (Stolze, Mollenkopf
and Flint, 2016). Further, in the research study, researcher has also stated importance of recruitment
and selection process for the company and along with that, the role of motivation and training has
also been discussed in the present research study.
TASK 1 (COVERED IN PPT)
TASK 2
a) Brief introduction to the essay
British Gas has been prominently working in the area of global gas and energy areas and this
has been assisting the business entity to supply energy in different parts of industries. The services
are useful for household purposes as well. The company is involved in supplying gas and it also
deals with the installation and maintenance of domestic central heating and appliances. The
company has strong sales force and they are assisting the business entity to facilitate more growth
and success aspects (Thome And et.al., 2012). All the sales force of British Gas play key role in
delivering excellent services to the clients. Therefore, British Gas is populous in terms of delivering
best services to the clients. Further, it also offers drain clearing services, plumbing and home
security services to the clients which underpins household work processes.
The research study has yet discussed efficacy of sales team and how well they help the
company in delivering prominent services to the clients. Personal selling is considered as the most
effectual technique in which sales force of the company emphasizes chiefly on selling more units of
products. Personal selling underpins promotional mix because it includes several techniques
through which sales capacity can be accelerated (Stolze, Mollenkopf and Flint, 2016). Further,
behavior of buyer changes due to many reasons and most appropriately it changes as per the market
trends and innovative products. Buying behavior needs to be analyzed by the company so that only
specific products can be offered to consumers at market place. The sales team of British Gas has
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been focusing on developing new skills and abilities so that they can enhance revenue and
profitability aspects of the company. Sales team of British Gas plays crucial role in marketing
strategy because sales team is directly entitled in promoting and delivering products to the
consumers. Sample presentation has also been made regarding selling and promoting a product at
market place.
b) Explain how sales strategies are developed in line with corporate objectives
Sales strategies needs to be integrated with corporate objectives of British Gas because
through that only, all the requirements can be successfully met. As per the primary objective, British
Gas wants to establish the business entity as a firm that promotes solar energy and that emphasizes
chiefly on protecting natural resources (Sorensen, 2016). The primary objective of the business is to
enhance the ratio of sales and for that the firm trains all the sales force towards better productivity.
Hence, while developing sales strategies, it is vital for the business entity to involve all the
employees in decision making process so that all can give their adequate advice in company's
significant processes. Sales strategies of British Gas are directly associated with corporate
objectives; hence this aids the business entity to emphasize only on ethical and legal aspects while
selling the services to diverse clients.
However, in case of failure to achieve primary objectives, British Gas should make
contingency plan so that targets can be accomplished from any other way (Schneider, Schafer and
Homeburg, 2012). At the same time, employee retention and employee management are the two
major perspectives that should be considered so that capability of the sales team can be encouraged.
Further, as far as sales strategies are concerned, British Gas has to make sure that prominent
techniques have been used for enticing more number of customers. Corporate objectives always
assist the business to set adequate directions; thus it could assist in aligning all the processes in
prominent manner. Corporate objectives should be focused on long term growth and success aspects
and according to that sales targets should be developed.
c) Explain the importance of recruitment and selection process for British Gas
Recruitment and selection process of British Gas is important because that helps the
business entity to recruit potential talent who can maximize the sales and revenue ratio of the
company. In order to recruit people, British Gas emphasizes on diverse attributes such as capability
of employees to deal with customer queries, convincing power and engineering ability (Rogers and
Rodrigo, 2015). Since the major purpose of British Gas is to emphasize on selling household
appliances to the consumers; therefore in such respect, it is essential for the subsequent company to
recruit only efficient and skilled work force. Thus, in the below mentioned section, recruitment and
selection procedure of British Gas been discussed:
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 At the initial stage, British Gas is entitled to emphasize on applications that have been
acquired by the company. During that time, the managers also screens all the applications
and according to that, selection has been made.
 In the next level, British Gas is also required to emphasize on analyzing the experience
level of the candidates so that accordingly they can be selected for diverse work processes.
 Prior selecting the candidate for the job profile, the manager of British Gas conducts
interview session in which certain things are evaluated and asked (Noonan, 2010). At the
same time, while conducting the interview, manager of the firm ascertains confidence level
of the candidate.
 After that, the organization evaluates efficacy of the candidate on the basis of written test
and this written test also measures capability of the candidate.
 Medical strength and physical ability of the candidate is also ascertained because lot of
engineering work exist at British Gas (Luther, 2011). At the same time, British Gas also
emphasized on selecting only those candidates who are medically fit.
 Thus, after fulfilling all the steps, final selection letter is given to the candidates.
d) Evaluate the role of motivation, remuneration and training in sales management in the context of
British Gas
Basis Role of Motivation Role of Remuneration Role of Training
Purpose The importance of
motivating the sales person
is recognized at British Gas
because the financial
performance is depend on
the achievement of sales
force.
A good remuneration plan
consider the objectives of
British Gas to attract,
keep the competent
salespeople and control
the sales activities (Kuster
And Canales, 2011).
Proper training enable the
sales person of British Gas
to meet the customer
expectations.
Tools/
Methods
British Gas can use the
following methods to
motivate their sales
management team:
promotion, recognition,
performance appraisal (Lee
and Scott, 2015).
British Gas use the
methods of remuneration
to enhance the
performance of sales
management team: bonus,
increment, commission,
incentives.
Main objective of training
is to improve the
productivity, customer
relations, sales and profits.
British Gas can use the
following methods to
improve the productivity
of sales management:
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online training, on the job
training and simulations
training.
Outcomes The motivation helps the
sales management of
British Gas to fulfill their
job responsibilities with a
drive to succeed which
lead to the increase in their
confidence level and
increased their results.
When the confidence
level of sales
management increase, the
employees perform in a
better way to achieve the
business objectives of
British Gas which results
in increase their
remuneration level.
The training enable the
management to improve
their performance level
and enhance their
capabilities (Johnston and
Marshall, 2013). The sales
management of British
Gas enable their
management to increase
their revenue in the market
by providing the product
and services to the
customers.
Hence, from the above mentioned discussion, it can be said that motivation plays crucial
role in sales management team because it directs all the sales force to contribute more in growth and
success aspects. Remuneration is also required to be given to the sales team so that they can
encourage themselves to sell more units of products. Further, training is also vital in terms of
enhancing the capability of employees and also to make them efficient in accelerating client base of
the company.
e) Explain how sales management organize sales activity and control sales output
The sales activity of an organization have a direct impact on the profitability of the business.
The sales management design an appropriate plan to introduce the new product in the market. To
introducing the product in the market, the sales management team should consider the various
factors to increase their sales objective. The various factors under sales activity which an
organization needs to consider are mentioned in the below section:
 Market: The sales management identify the market in which the product is to be introduced.
The sales management consider the need and desires of customers in mind in creating a new
product and to offer in the market (Ivert And et.al., 2015).
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 Customers: To increase the ratio of sales and revenue, focus should be made towards
customer since they play crucial role for the organization. The sales management offer the
product to the customers relating to their needs and requirements. Price: The price of the product is also important factor under sales activity. The sales
management team creates the product and offers to the customer at a reasonable price to
enhance their customer base (Hübner, Holzapfel and Kuhn, 2015).
 Employee participation: Sales activities are effective if they are performed in better ways by
the employees. The sales management team trains heir employees to perform better so as to
deliver the products and services to their customers effectually. The employees must have
the capability to influence the purchasing power of the consumers and convenience them to
buy the product.
Hence, all the factors under sales activity are organized by the sales management team and
this helps the management to the control the sales output of the organization. The sales management
must have the capable employees who are able to influence the purchase decision of customers. The
outcomes are effectively managed by the sales management, if the sales activity are organized
properly. The sales management team ensures to fulfill customer satisfaction and they also record
the sales at correct prize which assists them to control the sales output respectively.
f) Explain the use of database in effective sales management to generate incremental business and
stimulate repeat
Database management is an important function that is managed by almost all the business
entities for the purpose of recording each and every aspect about the product sales. Database is a
software program which is used to store all the information about the customers and business
prospects. Every business entities should have access to maintain the customer relationship
management database to succeed the sales opportunities (Hoyer and Maclnnis, 2012). A good
quality sales database offer as an effective tool for sales force to handle the accounts properly and to
understand and evaluate the opportunities available in the sales for a given time period. The
database in sales management shows the profit/loss for particular product in the market. It also
show the capacity of business to investing in the particular product in the future in context to their
current performance.
When the sales force of business is capable to make the sales database and update the
information of accounts fast, it help the business to improve their efficiency in sales management.
The database maintain the relationship with the customer because for any business organization,
customers are the top priority (Honey, Ford and Simintiras, 2003). Database also offer the customer
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loyalty. In introducing the new products in the particular market segment, sales management can
easily identified the loyal customers towards their product. Through database, sales management
team ensure that the grievances of the customer regarding the product are properly managed. This
helps sales management team to focus on the core areas of the product on which the customers
grievances are related. Database improve the sales profitability of an business and it also improves
overall business performance. The ultimate outcome of every business to increase their profitability
index and growth in the market and that could be attained through recording each and every
dimension related to sales of the product (Hansen and Grunow, 2015). Database of a particular
product also shows growth of the business; therefore according to that improvements can be
initiated by the company.
g) Develop a sales plan for a product and service
ELECTRONIC DISHWASHER
Sales objectives
 To increase the demand of product by selling it more in the specific market segments.
 To acquire 2.5% market share in the electronic area. To enhance sales and growth ratio of the company.
Sales channels to be used
 In order to sell the product at market place, it is essential for British Gas to sell electronic
dishwasher through direct selling techniques (Grete, Noreen and Susan, 2003).
 Further, the products can be sold through placing it to the supermarkets and shopping malls.
 Direct selling and personal selling are the two major methods that can be used by the
company to enhance the sales ratio through one specific product. Further, in order to promote the product, it is also vital for British Gas to adopt suitable
promotional strategies which are effective for household appliances.
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Target customers
 Target customers for electronic dishwasher will be females (above the age of 25 who
manage their house alone). Other target customers for electronic dishwasher will be hotels and restaurants as they have
more customers during seasonal time (Goh and Eldridge, 2015).
Sales forecast
 Since the product (electronic dishwasher) is highly useful for consumers; therefore it can be
assumed that sales ratio will increase in the next quarter.
 Number of units will be sold more than the average limit due to extensive use of the product. The quantity of selling is dependent upon the ability of the sales force.
Conclusion
Hence, in terms of conclusion it can be said that the product will be highly useful for all the
females who manage their work alone at home. Use of such product will reduce their burden and
they will be able to manage their work and life in adequate manner. The product is also useful for
hotels and restaurants as they have to serve food to lot of customers.
h) Opportunities for British Gas for selling the product in a new international market
While promoting electronic dishwasher, British Gas has to make sure that all the sales
persons are performing their duties in adequate manner. The chief emphasis here needs to be given
to efficacy of the sales person because they are entitled in selling the products directly to the
consumers (Ivert And et.al., 2015). Cheap labor workforce can help the company to sell electronic
dishwasher to the potential customers. British Gas has numerous opportunities to operate the
business in other market places and the business can also enhance sales and profitability aspect
through the subsequent product. Local people can also demand for the product and this can assist
the company to encourage the ratio of revenue (Hoyer and Maclnnis, 2012). British Gas can also
acquire assistance from local distributors who can help the business entity to promote the products
more to diverse customer segments. Market share of the company can also be enhanced through this
and with the help of this, sales ratio can also be enhanced. At the same time, customer base of
British Gas will be accelerated and through this, huge opportunities can be enhanced for long term
sustainability (Ivert And Jonsson, 2010).
I) Investigate opportunities for British Gas for using exhibitions and trade fairs
Exhibitions and trade fairs can be used by British Gas for the purpose of promoting
electronic dishwasher to greater market segment. In exhibitions, sales person of British Gas has to
demonstrate the use of product so that products can be sold in larger quantity (Rogers and Rodrigo,
2015). Further, electronic dishwasher can also be promoted through trade fairs where most of the
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people visit frequently everyday. In UK, trade fairs are popularly organized and the main products
that are promoted in trade fairs are electronic products such as household appliances.
Thus, at the same time particular product electrical dishwasher will be promoted through
trade fairs and exhibitions and the main objective of the trade fair is to reduce and minimize all the
burdens of female customers (Thome And et.al., 2012). The budget to participate in the trade fair
will be approximately 500 pounds for two weeks and under this budget, all the activities will be
managed. Promotional scheme will also be organized for the campaign so as to entice the customers
towards the product. Thus, electrical dishwasher will be promoted through this by British Gas and it
is also vital for the company to evaluate the success aspects of the exhibition. The success will be
evaluated on the basis of frequency of people visitors who visited the exhibition (Weber and Bahr,
2015).
j) Conclusion
Summing up the entire research study, it can be said that while promoting any product and
service at market place, it is essential for British Gas to properly plan and schedule each and every
operation. Hence, this will reduce issues and constraints of the business and at the same time,
products can be appropriately promoted at market place. From the overall study, it is also analyzed
that sales force of the business entity should get motivational benefits so that they can contribute
more in organizational success.
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