Sales Planning & Operations Report

This report provides a comprehensive analysis of sales planning and operations, using Primark as a case study. It examines the impact of personal selling on the promotional mix, compares buyer behavior in different situations, and analyzes the role of the sales team in marketing strategy. The report a...Read More

SALES PLANNING AND
OPERATIONS

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Analysing the impact of personal selling on promotional mix.........................................1
1.2 Comparing buyer behaviour in different situation ..........................................................2
1.3 analysing the role of sales team in marketing strategy....................................................2
TASK 2............................................................................................................................................3
TASK 3............................................................................................................................................3
3.1 Impact of sales strategies on the corporate objectives of the company............................3
3.2 Significance of recruitment and selection procedure in the recruitment program of the
business...................................................................................................................................4
3.3 Evaluating role of motivation, remuneration and training on sales managers of the
company.................................................................................................................................4
3.4 Planning for organizing sales activity and controlling output..........................................5
3.5 Analysing the use of databases in effective sales management for Primark....................6
TASK 4............................................................................................................................................6
4.1 Developing a sales plan for a product or service..............................................................6
4.2 Analysing the opportunities for selling internationally....................................................7
4.3 Measures to increase sales through exhibitions and trade fairs........................................7
CONCLUSION ...............................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
The business objective of every organization is to enhance the sales of the company while
attaining high growth measures in the global market. The concept of globalization has increased
the market competition widely in the economy. The pressure of enhancing sales has become
fierce. Companies in the present era thus focus on adopting effective means of sales and planning
operations to meet business objectives while enhancing brand name in the market. The present
study focuses on planning sales strategies for Primark which is a well established retail fashion
brand (Leon, 2014). The study will analyse the sales strategies adopted by retail industry and
adopt appropriate strategy for the business. The study will undertake different aspects of personal
selling, sales management and sales planning for the company.
TASK 1
1.1 Analysing the impact of personal selling on promotional mix
Personal selling is defined as a strategy where business units use people to sale products
and services in the market through developing a direct contact with the buyers. Longnecker,
(2011), analysed that seller represent the company and promotes the product on the basis of their
attitude, appearance and knowledge. As per the given case Primark is focusing on launching a
new product line of sports wear. Personal selling will help the business unit in enhancing its sales
by gathering relevant information which ill help in analysing the new market gap and actual
needs of the consumers. This information will help the business in planning and developing sales
strategies for the business unit.
Personal selling will help Primark in supporting its promotional mix in following manner: Analysing push and pull strategies: Primark is introducing new product range in the
economy. Personal selling will help the business unit in developing strategic means of
enhancing sales (Noonan, 2010). The sales persoanells will adopt push strategy for sales
maximization. Pull strategy on the other hand will be developed by analysing the needs
and demands of the consumers and developing high and effective sales measures in the
market. Developing effective communication: Personal selling will develop a well based
communication measures with the final consumers. This will help the employees in
developing the needs of the buyers for products and services offered. Communication
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also help in developing brand recognition for the products and services offered by the
company (Noroozi and Wikner, 2013).
 Generating integrated sales: Primark focuses on launching new product line in the
market. Personal selling will help the company in developing brand image thus
developing sales for existing products as well. This will help in enhancing overall sales of
the business through effective communication and well developed product presentation
(Wortzel, 2015).
1.2 Comparing buyer behaviour in different situation
The buying behaviour of the consumer changes differently in different situations. This
helps the companies in creating an effective and well developed impact on developing sales plan
in the market. The needs of different market changes on the basis market size and consumer
behaviour as well. Primark analyses the consumer behaviour for B2B market and B2C market in
a different manner (Li and et. al., 2014).
B2B market is e business market which demand goods for further sales or usage. These
market are effective source of funds and sales for the company. The company closely analyse the
consumer needs in the market and undertake personal selling measures to enhance sales for the
buyers. The decision making process of the consumers are complex hence company focuses on
providing customised options for enhancing sales. Trade discounts are the effective means of
promotion adopted by business (Lyus, Rogers and Simms, 2008).
Consumer market for Primark differs widely form the business market. The demand of
consumers in this market are different and exclusive. The product are developed and promoted
analysing the needs and demands of consumers. Moreover, promotional measures are adopted on
the basis of competitive measures and market trends (Oliva and Watson, 2011). Thus,
relationship development and personal selling approach is adopted by the companies in order to
enhance sales of the business.
1.3 Analysing the role of sales team in marketing strategy
Sales team plays a significant and crucial role in enhancing profitability and sales in the
economy. It focuses and on attaining small targets thus developing high sales and demand in the
economy. Sales team effectively contributes in the marketing plan of the business thus
contributing widely in analysing consumer needs and presenting them the products of their needs
(Tavares Thomé and et.al., 2012).
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Illustration 1: Online sales expenditure in UK
The above figure reflects the increasing trend of online shopping in UK. In one decade
the expenditure of online sales has exploded from the figure of GBP 4.3 million to GBP 35.3
million. This has subsided the role of personal selling in the economy. The role of personal
selling is wide in the marketing process. It helps the companies in attaining marketing objectives
by creating impulsive sales for the buyers.
The sales team for primark will act as the face of the company as they will represent the
business unit and help in developing high sales trough salesmanship. The major roles played by
sales team in Primark are: Meeting short term objectives: the sales team of the company plays a critical role in
attaining the short term targets of the business unit. In order to enhance sales of Primark
in this competitive market sales team will develop short term business targets in form of
monthly sales target. The sales team focuses on attaining the target by pushing sales in
the economy (Thome, Sousa and Carmo, 2014). Representing business unit: Sales team is the face of the company and Primark presently
is focusing on developing demand for the new product range of sports wear. Hence, sales
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team will represent the company to develop sales deals with distributors and retailers in
order to enhance sales in the economy.
 Attaining marketing objectives: The major role of the sales team will be to attain the
business objectives of the company in an effective manner. This will help the company in
developing well developed means of growth and success in the market. The sales force
helps management in filling gaps between expected and actual performance of the
company. It contributes widely in strategic planning and development (Bozarth and
Handfield, 2015).
In order to attain the stated objectives of the company efficiently for the business
following measures must be adopted by the business unit. For the success of new product line
personal selling plays a significant role. It helps the company in attaining wide sales by
implementing push and pull strategies for the consumers. In order to enhance personal selling
measures for Primark, the firm must adopt effective training strategies where sales team is
trained and developed to develop and refine persona selling strategies by enhancing
salesmanship. In addition to this technological training for using social media portal will also
help the business in enhancing sales. This process will help the employees in motivating
employees and enhancing company's sale as well. However, the cost of training will be high as
company will need to invest high resources.
TASK 2
Covered in PPT
D2
To,
The manager,
Date: 9th May 2016
Subject: Stating the measures in which personal selling will boost up company's sale
Dear Sir/ Madam,
This is to bring to your kind notice with the expansion plan of the company, role of personal
selling has developed widely in the business. It is significant for the business unit to train and
develop employees to enhance the sale of the business by personally representing the product in
the market and influencing consumers for the same. Personal selling measure will help the
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company in boosting its sales widely in the market. This is because sales executives are the face
of the company who are in direct contact with the buyers and analyse their needs efficiently.
Through personal selling they can present the product as per the needs and requirements of the
buyers which will help in enhancing overall sales this maximize the profit of the business. In
addition to this personal selling will help consumers in attaining knowledge about product
availability which will help in enhancing the market demand. Thus, the process of personal
selling is significant for the business. Kindly consider the significance of the concept and
develop effective strategies to enhance and employee performance in the context.
Thanking you.
Your truly
XYZ
Sales supervisor
London
TASK 3
3.1 Impact of sales strategies on the corporate objectives of the company
Corporate objectives of the company develops a clear panning regarding the business
strategies and goals for attaining success in the market. Sales strategies are defined as the
measures which companies adopt in order to develop high sales in the market aligning with the
corporate objectives of the business unit. Primark in the given case has focused on enhancing
product line to enhance market share and attract new consumers in the economy. Sales strategy
plays a significant role in attaining the sales objective of the business. Sales strategy are the
summarized measures adopted by the company for developing an effective and well developed
brand image in the market. Corporate strategy set the goal for the business while sales strategy
contributes in attaining those goals in definite manner (Tavares Thomé and et, al., 2012). The
sales team of Primark will align sales strategies with corporate strategy in order to develop high
sales measures in the economy. It will focus on segmentation, targeting and positioning in order
to positioning the new product efficiently in the market and attain high sales measures.
Moreover, sales strategies will enhance promotional aspects as well which will contribute
widely in attaining set business objectives (Thomé, Sousa and Scavarda do Carmo, 2014).
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3.2 Significance of recruitment and selection procedure in the recruitment program of the
business
Recruitment and selection process refers to a seeking competitive and right employee for
the company and hiring them in a procedural manner to attain the business objectives. Rigorous
recruitment and selection process helps the business unit in aligning the business objectives with
staffing process for attaining valid results for the growth of the business. The present study
focuses on the case of Primark where the company is focusing on enhancing the organizational
operations by introducing new product line in the market. A strong team of sales executives will
be demanded by the business unit to attain the stated objective. Recruitment and selection
process will help in seeking a right person for the right job (Frazzon and et. al., 2014). The
process well analyse the capabilities and skills of the employees and compare it with the job and
responsibilities of the business for attaining higher business objectives. Moreover, effective and
well developed process will help the company in saving cost of hiring and training of employees
by selecting skilled workforce for the business.
While recruiting employees for Primark the company will seek experience in the
candidate in order to enhance to analyse and understand the needs of the buyers and present
product accordingly, confidence is also a significant factor to convince consumers. Effective
communication skills will help the consumers in attaining positive impression on the buyers. In
addition to this well defined inter personal skills and attributes will also help the company in
attaining positive results from the buyers.
3.3 Evaluating role of motivation, remuneration and training on sales managers of the company
Motivation is the urge of an employee to perform better in order to attain a consideration
against it. Motivation for the employees of Primark is crucial as it will help them in enhancing
their performance and productivity in the business. Different motivational strategies that the
company may adopt includes
 Team building: This will help the company in attaining social and esteem needs of the
employees and elements such as synergy and social cohesiveness will help in enhancing
their overall performance in business (Goh and Eldridge, 2015).
 Target setting: This is the most effective strategy for sales team where small and
attainable targets are set by the business units to achieve vast business target. Primark can
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adopt this strategy for enhancing employee motivation by providing them sense of
achievement.
In addition to this training is another need of the business units where employees are
developed to work as per the organizational requirements and needs. Primark has adopted
different training measures to enhance the skills and capabilities of the employees. The training
measures such as product training where employees are trained and educated about the product
usage, features and functions to present it efficiently for consumers; on the job training is
provided by the company where continuous learning environment is developed by the business
officials for enhancing overall sales of the business (Gola, 2014).
Remunerations is yet another significant business factor which helps the company in
developing an effective and well developed means of sales enactment in the market. Primark
provides remuneration to the employees on the basis of their roles and performance. Fair and
effective remuneration help the company in attaining high business goals.
3.4 Planning for organizing sales activity and controlling output
To organize effective and well developed sales activity for the Primark the company
needs to develop a well developed plan and measures to attain the current business objectives.
The following measures will be adopted by the business unit to plan sales and control output: Developing objectives: the company must develop attainable and competitive objectives
for the team in order to analyse and plan the sales activities for the employees. The
business objectives must be time based and attainable so that effective analysis of goals
can be done (Hoyer and Maclnnis, 2012). Sales planning: the company must undertake effective planning for developing targets
and setting goals to attain the business objectives. Sales planning will help Primark in
aligning goals of the business with available resources in order to attain the business
objectives in an effective manner. Organizing activities: This stage of planning will focus on setting effective means of
enhancing sales in the market. Thus planning sales strategies and assigning roles will be
highly effective for business success (Johnston and Marshall, 2013).
 Output control: Analysing the output of the business will help the business unit in
attaining high business growth in the economy. Estimating the output in an effective
manner will help Primark in saving cost and resources for the business. In addition to this
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it will help the company in planning it product function thus saving cost, time and
wastage for the business (Kong and Rönnqvist, 2014).
3.5 Analysing the use of databases in effective sales management for Primark
Database management plays a significant role in developing effective business strategy
and enhance organizational growth and development in the market. Building data for Primark
will help the company in effectively managing the vast information of the company and utilizing
the same for business growth and development. It will help the company in providing vast data
for analysing the needs and demands of the buyers by evaluating their buying strategies in the
business. However ethical issues associated with database management involve data security
factors (Markgraf, 2014). Hence, Primark must develop data security measures to ensure
protection of personal information of the consumers. Database management for the business will
help Primark in building strong consumer relations. Personal information such as birthdays will
be used to enhance promotional strategies for the business. It will also help the business in
developing high brand recognition in the market.
TASK 4
4.1 Developing a sales plan for a product or service
Mission:
To establish and promote the sales of sports wear for Primark in UK
Objective 2017:
1. Attain the sales figure of ₤40000 pounds
2. Enhance overall sales by 11%
3. Undertake aggressive promotional strategies for young consumers
Strategies:
 Train and develop sales team for personal selling and promotion
 Develop sales promotion on monthly basis
 Develop digital promotional strategies
 Enhance sales in urban region
 Enhance consumer relationship in the market to enhance sales
Actions:
 Segment the market on geographic and behavioural basis
 Adopt concentrated marketing measures to target consumers
 Target health concious and young consumers
 Develop strategies to enhance sales in cities with population more that 1000000 people
 positing product as value oriented associating it with parent brand
Key performance indicators:
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 Analysing area wise sales on monthly basis
 Evaluate customer demand on quarterly basis
 Reviewing revenue of the business on quarterly basis
 analysing demand on the basis of population
Increase sale by Advertisement
 Company increase sales by maintain public relations and promotion
 The various methods use to place the information in the newspaper, magazines and
social websites.
 This will increase sales by 50 % of products and goods Primark
Discount offers
 The company provide various discount offer on product by 50% on occasion
 Discount schemes and trade discounts also provide to the customers
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Activities/
timescale
1-2 month 3-4 month 5 month 6 month 7 month 8 month
Market
analysis
Product
analysis and
decisions
Segmentatio
n
Targeting
Promotion
and
positioning
Final
implementat
ion of plan
The budget for the sales plan will be GBP 5000.
4.2 Analysing the opportunities for selling internationally
In order to sell the product in the international market Primark will need to develop
effective and well developed strategies for business growth and development. In order to
enhance sales in the international market the company will have to investigate the needs and
demands of the consumers. In addition to this analysis of market potential is also a significant
factors in enhancing international market sales (Umble, 2003). Primark will have to undertake
intensive market research in order to enhance sales and growth in the economy. This will help
the business unit in analysing the market with high demand for sports wear. In addition to this
analysing the external factors such as political, economic, social and technological analysis will
help the business in determining the possible threats associated with business expansion.
Training terms for international sales will help the company in attaining wide demand from new
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market as well. There are varied opportunities and challenges associated with international sales
which includes:
Advantages Developing sales opportunities: International sales will help Primark in creating a
significant sales opportunities within the economy in order to enhance the development
aspects of the company. It will also contribute in creating high profitably measures for
Primark. market expansion: International sales is one of the most effective measure to enhance the
market share for the retail business. Primark is successfully operating in the European
economy however international sales will help he business in enhancing the brand
identity and market share in the market. Cost minimization: International resource integration is a well defined approach to
manage fixed cost of the business and minimise variable cost by taking advantage of
market gap. Primark is already producing products in Indian market. Sales opportunities
in the market will enhance profitability of the firm.
Disadvantage
 International selling under which company faces many issues and taking the risk because
distribution will expect the heavy discounts. Company uses the sales agents for distributing the products and services under which
they misuse the products.
Challenges International competition: The market competition in retail segment is critically high.
Through international sales the level of competition will rise high which will result in
creating a major challenge for business growth.
 High research demands: To expand sales high and specific research in the field is
demanded which will help the company n attaining high growth measures. Research is
significant to analyse the trends and needs of the new market to attain the business
objectives.
Company can increase sales internationally through advertisement on social media such
as Facebook, twitter and Instagram etc. Along with this, company also provide useful
information of products and services on the company's websites . The organisation can maintain
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relationship with governments where the Primark company operate. It will facilitate them to
trade them internationally without any barrier. The various international marketing strategy
company can adopt such as international marketing mix and market segmentation, target and
positioning etc. This will increase the sales of company from international level
4.3 Measures to increase sales through exhibitions and trade fairs
Platform to increase sales in the market are wide exclusive. Selling products in
exhibitions and sales is an effective measure for enhancing sales in the market. This will provide
Primark a platform to promote the product with the target market (Kong and Rönnqvist, 2014).
This measure of exclusive distribution is effective for enhancing brand loyalty for the business
unit in the competitive market. In addition to this sales in trade fairs and exhibition will be
promoted through high promotion in the market. The well established brand name of the
business will help the company in attracting wide consumers for new product segments in the
market. Moreover, it will also help in enhancing their knowledge about the product availability
(Leon, 2014). Trade fairs and exhibition will provide the company with an effective platform to
attract potential consumers in UK market and will analyse their needs and response for the
product as well.
Organization includes the five steps of purchasing decision making process that are explained
below:
Customer identify the needs and demand of the purchases as per this they takes the
decision. On the other hand, customer search the information about the products and services as
per this they can take the decision. There after, evaluate the alternatives of the brands and
products. Apart from this, consumer takes the decision about the purchases the products and
services.
Company adopt trade fair and exhibition by target the potential market where the they
provide useful benefits of product information are provide the customers. Along with this, this
will aware the customer and they also know the advantages of company's products. The company
sales will also increase and it is possible when the distribution of free samples in the wider area
CONCLUSION
The above report reflects a detailed analysis of sales and operational strategies used by
the business and its impact on the growth of the company as well. The analysis of different
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strategies of the company helped in analysing the significant and practical implications of
business strategies for sales. In addition to this it helped for analysing the sales opportunities for
Primark and suggested the strategies that the company may adopt for enhancing effective sales in
the economy. Hence, sales planning helps in developing success prospects of the business in the
market and the above report reflects the same.
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