Sales Planning and Operations Report: John Lewis, BTEC Level 5, 2017

This report provides a comprehensive analysis of sales planning and operations, focusing on the strategies employed by John Lewis, a UK-based department store chain. The report begins by highlighting the importance of personal selling in supporting the promotional mix and its impact on buyer decision-making. It then delves into the marketing strategies of the sales team and covers the role and objectives of sales management. The significance of recruitment, selection approaches, motivation, remuneration, and training within the sales context is also examined. Furthermore, the report explores sales output control, the importance of databases, and the development of sales plans for products or services, including the scope of exhibitions and trade fairs. The report discusses the corporate objectives of John Lewis, emphasizing their commitment to strong brands and international growth. The report further highlights the importance of recruitment and selection processes, effective motivation, remuneration, and training for sales management. Additionally, the report covers the sales output control, emphasizing the importance of sales budget and the significance of the database. Finally, the report concludes with a sales plan for a product or service and opportunities available through exhibitions and trade fairs.

SALES PLANNING AND
OPERATIONS

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Importance of personal selling in supporting promotional mix............................................1
1.2 Impact on buyer to make a decision through Personal Selling- ...........................................2
1.3 Marketing strategy of the sales team-...................................................................................2
TASK 2............................................................................................................................................3
2.1 and 2.2 Covered in ppt..........................................................................................................3
TASK 3 ..........................................................................................................................................3
3.1 Understand the role and objectives of sales management ....................................................3
3.2 Significance of applying recruitment and selection approaches...........................................4
3.3 Role of effective motivation, remuneration and training......................................................4
3.4 Plan to control sales output...................................................................................................4
3.5 Importance of database.........................................................................................................5
TASK 4............................................................................................................................................5
4.1 Sales plan for a product or service........................................................................................5
4.2 Scope of exhibitions and trade fairs- ....................................................................................6
4.3 Available opportunities through exhibitions and trade fairs.................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
The sales planning is a tactic which is formulated by the organisations to achieve a
specific target of sales that can aid in earning substantial revenues. The planning related to sales
must be made in a proper way by considering different factors like target market and all the team
members who are involved in activities of sales. On this basis the top level management must
made a systematic process that must be followed by them to fulfil the objectives and
accomplishing the sales target for company (Oliva and Watson, 2011). The present report is
based on John Lewis company which handle chains departmental stores all over UK. The major
products in which the said company deals are men and women clothes and accessories, electrical
goods, baby care products, home wares etc. The firm has employed 88900 permanent staff in its
various stores of UK. The report will focus on various strategies according to which planning of
sales is done. Further, it will also attempt to demonstrate the significance of personal sales and
promotional mix for said business organisation.
TASK 1
1.1 Importance of personal selling in supporting promotional mix
The personal selling is a process in which the business organisations employ its
workforce in selling the products and services face to face (Thomé and et.al., 2012). In this type
of selling, the major factor is attitude, body language, communications skills and knowledge
about the product which can impact the decision of buyers. In John Lewis, the sales team is quite
energetic and skilled due to which the company has managed its performances at good level. The
organisation has its operations at a wider level, hence they focus on best team of sales which can
contribute in boosting the sales and profits of firm that aids in accomplishing objectives of
enterprise. Thus, efforts made by sales team of company adds in creating brand awareness and
enhancing goodwill. The promotional mix includes various elements in it like advertisement,
personal selling, public relationships, sales promotions etc.
Among the mentioned elements of promotional mix, stated enterprise focuses primarily
on advertisement, sales promotions and personal selling (Kjellsdotter Ivert and Jonsson, 2010).
All these elements have contributed the firm in boosting their sales and increase number of
customers. In addition to this, the customers are attracted through the activities like discounts,
premiums etc. which is a part of sales promotion. Besides this, the personal selling also plays an
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important role as consumers visiting the stores of mentioned entity can be best attracted through
skills and attitudes of sales team. Thus, with the help of various elements of promotional mix and
personal selling activities, cited venture develops its efforts in the direction of boosting sales and
productivity (Heizer and Barry, 2013).
1.2 Impact on buyer to make a decision through Personal Selling-
 The established brand 'John Lewis' deserves a value in market as it is a well known name
that can capitalise the business. The organisation has the potential to be the stakeholder
and franchise the retailer to sell their stuffs in the market. The said brand has a discount
policy to convince these retailers to keep the demanding products on their showrooms
and capitalise the name and shares. The mentioned enterprise has a strong approach to
maintain variety that is why they can convince the retailers to get their stuffs. Company
make business customers comfortable regarding buying the fashionable clothes and
accessories, home products, daily products because of its goodwill and hold the market
through various franchisees and licensed sellers in different countries (MT Thomé,
Soucasaux Sousa and FRRS do Carmo, 2014). Initially, they make a strategy to serve
business clients.
 Business by personal selling is quite challenging but on the floor of 'John Lewis' the
consumer can make their decisions without any hesitation because the convincing skill
and the communication power of seller will automatically attract them. The salesmen are
in the proper outfit which shows their decency and have knowledge about what is the
latest trend in the market that can pull the consumer to buy their products. The trader
must know the features about things which can be explained to attract customers and hold
the decision of buyer towards the positive way of making purchase (Wallace, 2010). The
discount and relaxation are also given by the host to the consumer on special occasions
with a flexible approach.
1.3 Marketing strategy of the sales team-
'John Lewis' has its marketing strategy for enhancing their business area. At the
democratic level, people know about its quality and the form of ventures it has. Basically, the
sales department of the organisation have different plans to be sure that they can provide
customers with all the products they desire. There are so many angles to carry out the appropriate
marketing and firm must have efficiency and capability to boost out the things before the
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customers in an appropriate way. The cited enterprise's team have placed hoardings in different
areas that people can see while walking on the road (Lim, Alpan and Penz, 2014). Social media
is a strong factor for an enlisted brand. The collection of various products and services with
different features are to be generalised in market so as to grab different opportunities. In UK,
they have established various shops which can be visited by the customers. This will help in
increasing the purchase. The updated models of each of product are launched for the reviews.
The team members carry out research in the street market so that the customers can be provided
with their desired products from the said firm. After the research, they finalise a list of article
that is to be shown in different types markets for the various kind of crowd. For this type of
marketing, the skills of sales teams should be very effective throughout marketing their product
(Steiner, 2010).
TASK 2
2.1 and 2.2 Covered in ppt
TASK 3
3.1 Understand the role and objectives of sales management
The corporate objectives followed by the famous business firm “ John Lewis” are stronger,
effective brands and international new growth areas. The keystone for company growth is that
they are best at jobs, costumer services , partnership and market performance. Sales planning
aligned with corporate objectives increases the demand if done in a proper and strategic way
(Ivert and et.al., 2015). This can be done by improving client trust, knowing the current trends,
refining and maximizing sales related information for best solution and to avoid the outsell of the
competitors. The organization had the great impact on customers. The sales strategies is made so
that market share and growth both can be increased. The other company that possess similar
business are Marks and Spencer Group, ASDA Group Limited and Tesco PLC. To be in the
competition in such business, the organization needs to be steady in the decision making,
overcome the barriers, be real to the customer, know the competition and fulfill the needs of
clients (Wang, Hsieh and Hsu, 2012).
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3.2 Significance of applying recruitment and selection approaches
Recruitment process refers to find the source employees to execute the work of organisation
and increase standards in competition. For rigorous recruitment and selection procedures of new
members regarding sales team certain criteria are to be followed in the above business
companies. The applicants' CV or resumes are selected for screening in reference to there
knowledge, skills, interests, past experience and competence which should resemble to the
company criteria. The applicant should know how to convince and console people for selling
there products. They should understand the job and should have interest to be effective
(Kopanos, Puigjaner and Georgiadis, 2012). There behavior, interpersonal skills, intrapersonal
skills, communication and there reliability towards work should positive. John Lewis hiring
process includes encouraging and motivating the applicants, using social media, having contacts
with the colleges , online application forms and follows each and every criteria for the selection.
3.3 Role of effective motivation, remuneration and training
There is the key role of effective motivation, remuneration and training on sales
management . By motivating the regular interaction with the sales team helps to understand the
demand, expectation, transparency with other members, without any issues (MT Thomé,
Soucasaux Sousa and FRRS do Carmo, 2014). Through this they can easily understand there
responsibility and roles in a better way, and can set realistic and achievable goals. The
remuneration is defined as wages paid to employees which should be appreciated for their good
works and should be given to them for their performance so they get self motivated. This also
increases the production and enhancement of the sales. Training should be given so as to train
the staff about the work process to develop, teach, discover and support the selling criteria. It
gives the basic knowledge about how the organization is going through in achieving the set
objectives (Wallace, 2010).
3.4 Plan to control sales output
Sales budget of the company is the necessary part for the growth giving it direction to
achieve targeted sales and gain profit. By keeping an organized track John Lewis can get
information related to goods and services sold. Through this it can track the future sales in the
projected way and according to the customer demands. Keeping track helps to gain profits in the
sales target. It should be kept updated and flexible with market. Also this helps to prevent the
losses. It assess the performance by reducing chances of mistake and help the organization to
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achieve success (Lim, Alpan and Penz, 2014). To control sales output, goals can be set as per
how and what necessary trend is going through, records can be maintained and updated, good
costumer service must be given and go through there reviews. By going through all the details
future investment can be focused and for those whose sales are less new scheme can be
launched.
3.5 Importance of database
Being in such a large business there is a need to keep records about every possible things
like sold stocks, goods need to be purchased, profit and losses, about costumer review,
employee details and many more records (Bilginer and Erhun, 2015). All such details help
organization to make outline about the ongoing thing in it. Also tracking the data can help in
making future decision by consulting the previous record. Through this we can achieve the
targeted sales and profit. Through this the relationship between the employee, consumer and
management can be maintained at good level. There are 88900 permanent staff in mentioned
enterprise and many consumers online and offline over different countries so database tracking
can be helpful in accessing there needs and getting profit. Also necessary steps can be taken in
order to avoid the losses (Keal and Hebert, 2010).
TASK 4
4.1 Sales plan for a product or service
The sales plan is a process through which advance planning is done for selling a
particular product according to systematic procedure. This includes consideration of various
factors so that the plan cannot be failed. The effective planning made for sales can result into
greater profits and revenues for the company (Steiner, 2010). In context of John lewis, the
company is launching its new service according to which they are giving facilities to shop for
clothes through its app.
Launch of service The mentioned enterprise is launching an app which will help the
customers to shop for the product through it by easily scanning the QR
code of cloth so that right size of cloth can be determined. Along with
this, the organisation will give the facility of ordering selected product
and delivered at home.
Objective of sales The foremost objective of mentioned entity through this sales plan is to
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attract large number of customers so that they can enjoy the new
experience of shopping. Apart from this, the company has aimed at
retaining customers for long time making them brand loyal (Johnston,
and Marshall, 2016).
Competitors There are many competitors for John Lewis in market among which the
major ones are Marks and Spencer, Asda, Tesco etc. All these
competitors have a strong position in market with good quality products
and large customer base (John Lewis SWOT Analysis, USP &
Competitors. 2017). Hence, it is necessary for the said business to make
their sales plan in effective way and with innovativeness. For this, the
mentioned enterprise can take the help of different budgeting
programmes, efficient customer relationship and strong marketing tools
so that the sales of enterprise can be enhanced.
Target customers and
channels
With the launch of this new app, the major target customers will be men
and women from the age group of 20 to 45 years who are familiar with
the use of smartphones and internet. For popularising the mentioned
plan, various channels can be used. The sales team of organisation can
tell about it to customers visiting the stores. Apart from this, various
social media sites can also be used to make customers informed about it
(Oliva and Watson, 2011).
Forecasting sales
target
The cited venture has made a forecast according to which they have
predicted that this will give a 10% enhancement in sales of firm. This
forecast can also be set as a target for enterprise to be achieved within a
particular time period. It is also necessary that the sales manager and
other top level managers keep monitoring the performance of their teams
so that the movement of organisation in right direction can be ensured.
4.2 Scope of exhibitions and trade fairs-
Generally, an industry and interested people are targeting the trade shows and exhibition
because there is a lot of opportunity to get the company's sales to the aerospace level. Regarding
'John Lewis', the basic concept behind conducting exhibition or trade fairs is that audience of
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diverse range will come and analyse and match their expected view with the article that are
shown in the exhibition. It is a fashion brand so outfits with different attire which attract the
people most can be facilitated. In trade fairs and exhibitions, the product can be carried out for
market testing so mentioned host have to be stand on all requirements to deal with it. Many of
the big names came in the trade fair to make an eye to this brand. Above acknowledged brand
have so many shops at different areas like st. Pancrase international and Heathrow terminal 2
and a large no. of employees in UK working for it. About 89000 employees are working with the
cited brand so the professionalism is always there to greet consumer that they are at the right
place. Exhibitions and trade fairs are so beneficial to the notified fashion brand as it has
enhanced their business in varied places and the quality is always remarkable. This technique
can provide opportunities for the capitalization of brand that people can share their taste and let
the club to be in the market successfully.
4.3 Available opportunities through exhibitions and trade fairs
The exhibitions and trade fairs are some of the effective tools for a business organisations
in boosting sales and giving more exposure to business. In present context where John Lewis is
intending to expand its brand in London, the tool of exhibitions and trade fairs can be a useful
technique (Heizer and Barry, 2013). For the stated business firm, this will provide a number of
opportunities in attaining the set objective which are as follows:
 Enhancing large customer base: The exhibitions and trade fairs help in covering large
number of customers as the level of communication also increases with wide number of
people. During the exhibitions, the organisation can send skilled and talented sales teams
so that they can have a good impact on customers visiting the fairs.
 Helps in getting information of market trends: With the help of these fairs and
exhibitions, they can easily collect information about the prevailing trends in market. The
exhibitions will provide the opportunities to get customers and sales team to meet at a
common platform where the team members can ask customers about their choices and
preferences (Olhager, 2013). This information will be useful in formulating strategies for
marketing as well as in providing demanded products to customers. Thus, the possibilities
of successful expansion of brand will be more in London.
 Creation of revenues: The exhibitions and fairs will help in selling the products directly
to the customers. Along with this, the skilled employees through their attitude and talent
7

can easily attract customers and encourage them for buying the products (Kopanos,
Puigjaner and Georgiadis, 2012). This will also contribute in making more potential
consumers. Thus, the stated entity will be able to generate more revenues for the
company.
 Better brand image: The foremost objective of the fair and exhibitions for enhancing the
brand image of company can be easily fulfilled through it. The sales team can highlight
the features of various products and service provided by the company to customers. This
will aid in creating brand awareness among people and making organisation more
recognisable among customers (Ivert and et.al., 2015).
CONCLUSION
The sales planning is a crucial task for organisations which must be planned in proper
way. The present report has articulated that John Lewis has used various strategies to make sales
of the firm more. In this objective, the personal selling plays an important role for the business
as it gives the opportunity to make a direct communication of sales team with customers. Besides
this, the report has discussed the plan of launching a new app that can scan QR codes of clothes
and help in searching the perfect size of clothes for customers. Apart from this, for expanding the
brand at international level, the organisation has taken the aid of exhibitions and trade fairs
which are a useful tool in boosting sales and productivity of the company.
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REFERENCES
Journals and Books
Bilginer, Ö. and Erhun, F., 2015. Production and sales planning in capacitated new product
introductions. Production and Operations Management, 24(1), pp. 42-53.
Heizer, R. and Barry, R., 2013. Operation Management, Sustainability and Supply Chain
management (Vol. 11). Pearson, UK.
Ivert, L.K. and et.al., 2015. Sales and operations planning: responding to the needs of industrial
food producers. Production planning & control, 26(4). pp. 280-295.
Johnston, M.W. and Marshall, G.W., 2016. Sales force management: Leadership, innovation,
technology. Routledge.
Keal, D.A. and Hebert, p. , 2010. Benefits to blood banks of a sales and operations planning
process. Transfusion, 50(12pt2), pp. 2785-2787.
Kjellsdotter Ivert, L. and Jonsson, P., 2010. The potential benefits of advanced planning and
scheduling systems in sales and operations planning. Industrial Management & Data
Systems, 110(5). pp. 659-681.
Kopanos, G.M., Puigjaner, L. and Georgiadis, M.C., 2012. Simultaneous production and
logistics operations planning in semicontinuous food industries. Omega, 40(5), pp. 634-
650.
Lim, L.L., Alpan, G. and Penz, B., 2014. Reconciling sales and operations management with
distant suppliers in the automotive industry: A simulation approach. International Journal
of Production Economics, 151, pp. 20-36.
MT Thomé, A., Soucasaux Sousa, R. and FRRS do Carmo, L., 2014. Complexity as contingency
in sales and operations planning. Industrial Management & Data Systems, 114(5), pp. 678-
695.
Olhager, J., 2013. Evolution of operations planning and control: from production to supply
chains. International Journal of Production Research, 51(23-24). pp. 6836-6843.
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.
Steiner, G.A., 2010. Strategic planning. Simon and Schuster.