Sales Planning and Operations Report - Analysis of Two Case Studies

This report provides a comprehensive analysis of sales planning and operations, focusing on two case studies: Enviro-Cars Ltd. and Plastic Products Ltd. The report begins by exploring the benefits of personal selling in supporting promotional activities for Enviro-Cars, including two-way communication, relationship building, personal interactions, and enhanced convincing power. It then compares buying behavior and the decision-making process, outlining the stages customers go through. The report further examines the role of sales teams in the overall marketing strategy for Enviro-Cars, highlighting outcomes, marketing plans, and strategic approaches. Shifting focus to Plastic Products Ltd., the report discusses aligning sales strategies with corporate objectives, emphasizing relationship development, competitive differentiation, and effective planning. It also underscores the importance of recruitment and selection procedures, including loyalty, productivity, cost-effectiveness, and the ability to find diverse candidates. The report also explores opportunities for international sales, the use of exhibitions, and the development of a sales plan for a product category of Currys in Sri Lanka. Overall, the report provides a detailed overview of sales planning and operations, offering valuable insights for businesses seeking to optimize their sales strategies and achieve their corporate objectives.

Sales planning and operations

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Benefits of personal selling supporting promotional activities of Enviro-Cars Ltd.........1
1.2 Comparing buying behaviour and decision making process............................................2
1.3 Role of sales teams in the overall marketing strategy for Enviro-Cars Ltd.....................4
TASK 2............................................................................................................................................4
TASK 3............................................................................................................................................4
3.1 Aligning sales strategies with corporate objectives in Plastic Products...........................4
3.2 Importance of recruitment and selection procedures........................................................5
3.3 The role of Motivation at Plastic Products Ltd................................................................6
3.4 Ways through which Plastic Products Ltd. can sales activities........................................6
3.5 Use of database in effective sales management...............................................................7
TASK 4............................................................................................................................................7
4.1 Opportunities for selling internationally into a market....................................................7
4.2 Opportunities for using Exhibitions/Trade-fairs in Sri Lanka..........................................8
4.3 Sales Plan for a product category of Currys in Sri Lanka................................................8
CONCLUSION................................................................................................................................9
REFERENCES................................................................................................................................9

ILLUSTRATION INDEX
Illustration 1: Buying behaviour process.........................................................................................3

INTRODUCTION
Sales and operational planning can be determined as a process which is focused on
maintaining balance among the organization's supply and demand. In simple words, it is linked
with developing an effective planning and in making monitory plans for the business (Oliva and
Watson, 2011). The present report is based on two case scenarios among which first case is about
Enviro-Cars Ltd. which is a successful electric-car dealer in England. This report covers the role
of personal selling within the overall marketing strategy of Enviro-Cars and applies different
principles of selling process in respect to products or services. On the other hand, second case
scenario is about Plastic Products Ltd. which deals in plastic products like cups, knives, forks
and teaspoons. Further, it covers the roles and objectives of sales management in planning of
sales activity for a product or service.
TASK 1
1.1 Benefits of personal selling supporting promotional activities of Enviro-Cars Ltd.
There are many benefits of personal selling which support promotional activities of any
organization. Following are the benefits of personal selling:
Two way communication: Personal selling allows seller to convey all the information regarding
the product or service. In accordance to the case of Enviro-Cars Ltd. employees will be able to
provide all the required information about the services provided by firm to the customers through
using personal selling (Jacobs, Chase and Chase, 2010). In addition to this, seller can provide a
brief description and can also provide solutions of all the queries of customers. Moreover, it is a
two way communication as it clears all the doubts of customers regarding the services. In this
way, personal selling will support promotional activities of Enviro-Cars Ltd.
Creates relationship: In personal selling, seller has to face different types of customers. In order
to handle them, seller needs to understand their needs and should deliver information
accordingly. In personal selling, seller tries to develop relationship with customer so that they
trust on the quality of services or products provided by the firm (Slack, Chambers and Johnston,
2010). Customers will prefer products or services of the company only when trust is developed
by the seller in an effective manner.
Personal Interactions: Personal selling is helpful in having a personal interaction with the
buyers. Customers can have physical and visual experience of the product which is very helpful
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in creating trust and confidence towards the organization. This is an effective promotional way
through which customers will tend to adopt the products and services of Enviro-Cars Ltd.
Better convincing: Seller can demonstrate customer regarding the services or products. In
addition to this, seller will get to know the changes which are demanded by the customers.
Services provided to the buyer may not be convincing until it satisfies the needs of the buyer
(Kjellsdotter Ivert and Jonsson, 2010). Personal selling is very helpful in promotional activities
as it influences customers to develop trust on the organization. Further, they can make changes in
their services or products in accordance the needs and wants of buyers through considering
personal selling.
1.2 Comparing buying behaviour and decision making process
Buying behaviour is a process through which customers decide whether they will buy a
product or not. In accordance the buying behaviour, customer make up his/her mind whether
he/she is willing to the buy the service or product (Sales and Operations planning, 2010).
Customer goes through five stages in which it is decided to buy or not to buy a product or
service:
Need recognition: Need recognition is the first step in buying process. It is a stage in which
customer recognizes the needs of customers because without need there is no purchase. In this
stage, customers are focused on analysing the value of products or services according to their
needs and requirements (Thomé and et.al., 2012). For instance, mostly customers try to maintain
2
Illustration 1: Buying behaviour process
(Source: Customer buying decision process)

their car and for this need he will consider the price in which car will be maintained every
month. Price is one of the main factors which can influence customers on a highly basis. If
customer perceives that the price of product is high, then he or she won't pay for the service and
would not accept the service (Bozarth and Handfield, 2015). However, if customer perceives that
the price provided by Enviro-Cars Ltd. is affordable and it provides high quality services in low
price t
Information search: According to this stage, buyer will search for information related to the
need occurred. Buyer will try to search information from various sources. There are mainly two
types of sources through which buyer will collect information (Payne-Palacio and Theis, 2009).
One of the sources is through family and other one is the knowledge or information which buyer
has already possessed. He or she will use this knowledge in order to select the best firm which
will provide quality of services to him or her or else he or she will ask his friends or family
members regarding the service. Family members or relatives will provide information in
accordance to their personal experience. If Enviro-Cars Ltd. satisfies customers fully then family
or friends will recommend other people regarding the quality of services provided by this firm.
Alternative evaluation: When all the information is collected related to products or services,
then customers evaluate different alternatives for maintaining and servicing of their car (Miller,
2012). Price, quantity and quality are the main basis which is mostly considered at the time of
evaluating alternatives. In case of maintaining and servicing the car, customer buying behaviour
will bend towards that organization which will provides high quality of services to him or her at
low prices.
Purchase: Customer evaluates all services which will be provided by the firm regarding the
maintaining and servicing of the car (Márcio Tavares Thomé and et.al., 2012). Services which
fulfil all the wants and needs of customers will be adopted.
Post purchase evaluation: After purchase decision is done, the service user will evaluate
whether the decision made by his was right or wrong. In case he does not get the desired
satisfaction, then not use the services provided by chosen firm (Mula and et.al., 2010). But if he
gets satisfaction, then he will recommend other to use that services of that particular firm.
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1.3 Role of sales teams in the overall marketing strategy for Enviro-Cars Ltd.
In raising the business profitability, sales team plays a vital role as they are the one who
has close interaction with the customers and promote their products or services of the
organization (Sodhi and Tang, 2011). The roles and responsibilities of employee have been
defined by Enviro-Cars Ltd. clearly and which dose reflects the performance provided by them.
Following are the roles which are played by sales team of Enviro-Cars Ltd.:
Outcomes: one of the main roles of the sales team is to achieve the target given to them. In
addition to this, it the responsibility of other sales team to help other sales team if they fail in
achieving their targets.
Marketing plan: Another role which is played by sales team is to developing marketing plan for
their respective areas. It includes different promotional strategies like providing discounts of
services or providing additional services, etc.
Strategy: Sales team member should provide all the required and relevant information regarding
the services or products offered by the organization (Wang and et.al., 2010). Each sales team are
given different areas and they are responsible develop strategies which would be helpful in
attracting customer.
TASK 2
Covered in PPT
TASK 3
3.1 Aligning sales strategies with corporate objectives in Plastic Products
Plastic Products Ltd. is an organization which markets and develops plastic knives, cups
and teaspoons. This organization was founded in the year 1974 with an aim to make
improvement in catering industry. Following strategies can be adopted in order to increase the
productivity of Plastic Products Ltd.:
Developing relationship: Organization should focus on developing relationship with their
customers. Firm should focus on improving the quality of their products (Wang, Li, and O’brien,
2009). They should understand the needs and requirements of their customers and should make
changes in their products. This will be helpful in increasing the loyalty of customer's. In addition
to this it will be helpful in increasing the profitability and sales of the organization. These types
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of sales strategies should be developed in such a way that the firm could achieve their corporate
objectives and could also focus on fulfilling the demand and needs of their customers.
Be different for competitors: There are competitors in all sectors, who compete with each other
so that they could attract customers. To compete effectively, firm should focus on providing their
customers with quality services at affordable price (Wang, Hsieh and Hsu, 2012). In case of
Plastic Products, if they provide products with higher quality, convenient to buy, durability, fast
service providers, etc. By selling their products at low prices, firm will be able to attract
customers and will be able to achieve their desired goals and objectives (Kjellsdotter Ivert and
Jonsson, 2010). In addition to this, they would be able to compete effectively with its
competitors. Moreover, they should focus on fulfilling all needs and wants of their customers.
Evaluating effective planning: In achieving the goals, firm should make strategies which would
help in solving all their organizational issues. For ensuring the effectiveness of plan frequent
analysis is important (Kopanos, Puigjaner and Georgiadis, 2012). This will help the firm in
attaining its objective to increase the efficiency in work flow and in achieving their desired goals.
3.2 Importance of recruitment and selection procedures
Recruitment process is very helpful in finding out individuals who will be capable
enough to fulfil the organizational objectives and goals. On the other hand, selection is helpful
for the organization choosing the most capable candidate who will lead the firm to attain success
with his efficiency and potentiality in work. Following are the importance of recruitment and
selection process for Plastic Products Ltd.:
Loyalty and productivity: Those employees who are dedicated towards their work will work
hard in achieving the objectives and goals of the firm (Estampe and et.al., 2013). Recruiters
should ask questions which would help them to know strengths of candidates so that they get to
know their capability and capacity to work. Example, when dedicated employees are selected,
they will work with full efficiency and will help in achieving the goals and objectives of the
organization (Nahmias and Olsen, 2015).
Different options: Firms can find candidates with different skills and characteristics at the time
of recruitment as per the needs of the organization (Márcio Tavares Thomé and et.al., 2012).
Organization can select individuals with distinct characteristics and qualities, candidates who
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will suit best for the organization. They get wide options in which they could select the best one
who would suit best for the vacant post (Miller, 2012).
Cost: Recruitment is highly cost effective. Company should select a person who will be able to
achieve the goals and objectives of the organization (Kaipia, 2009). For instance, if a candidate
select through recruitment process is not efficient, then in replacing him with more effective
candidate would cost the firm. Thus, process of recruitment should be carefully and effectively
done.
3.3 The role of Motivation at Plastic Products Ltd.
Motivation is very important for employees as it encourages them to work more
effectively. Following are the roles of motivation at Plastic Products Ltd.: Reduces negativity: In creating a positive attitude towards the work, motivation is very
helpful. This will be helpful for the employees who have negative attitude towards the
work they perform (Kopanos, Puigjaner and Georgiadis, 2012). Employees should be
motivated by providing them with proper remuneration that they could change their
negative attitude. Improves performance: The ability, skills and willingness plays an important role in
improving the efficiency of an individual. Through training and development skills and
ability of an employee can be improved (Mula and et.al., 2010). On the other hand,
willingness can be achieved by the help of motivation. In short, motivation is very helpful
in perform effectively and in improving their performance.
 Resistance to change: Motivation is helpful employees of the organization can be made
adaptable to change. Mostly, employees do not prefer to adopt changes. For employees
who are motivated can adapt to change easily (Storbacka and et.al., 2009).
Following are the tools which can be adopted by Plastic Products Ltd. in motivating Providing remuneration: This is one of the ways through which employees could be
motivated. Employees should be given remuneration according to their performance or
amount of work they perform (Wang, Li and O’brien, 2009). If the remuneration given to
employees satisfies them, then they will be motivated. For example, when workers work
with their full efficiency and contribute effectively towards the growth
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 Training: With employee get to know their roles and responsibilities, then they will
perform effectively. Training will be helpful in motivating them as it will be helpful for
employees in knowing their responsibilities and roles more clearly (Wang, Hsieh and
Hsu, 2012).
3.4 Ways through which Plastic Products Ltd. can sales control activities
Firstly sales team should decide the standards on which activities have to be achieved for
directing the sales activities. Through this way it will be helpful in increasing the clarity of
achieving the objectives and in avoiding the wastage of resources. Second step will be assigning
features like cost, team members, venue and other elements which are required in performing
activities (Nahmias and Olsen, 2015). Third step is arraigning activities and scheduling it with
the appropriate time limit which will be helpful in reducing the use of resources and cost. In
accordance with the plan sales activities is processed and a checklist is recorded which is helpful
in knowing the activities which are already performed (Oliva and Watson, 2011). In lastly,
members will make a record of activities which are not effectively performed or errors made
undertaking any activity. Through this process, it will help them in improving the errors made by
the members. They make improvement so that they do not commit it while performing the task
next time.
Output of sales can be controlled by pull and push strategy. Pull strategy uses different
strategies like advertisements and personal selling which helps in increasing the demand (Oliva
and Watson, 2011). On the other hand, Plastic Products Ltd. can also use push strategy which is
similar to pull strategy where it can be used in business which controls the output through
producing quantities in accordance with the demand.
3.5 Use of database in effective sales management
There are number of ways through which database can be used in effective sales management.
Following are few uses of database: Scheduling time: At the first time when contact is made, schedule should be prepared
according to customer’s convenience. One day before the scheduled time reminders can
be send through emails and this is possible with the help of database. Sales and profitability: It is helpful in providing detailed information regarding the
customer. Moreover, it is helpful in optimizing the sales and profitability. Information
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regarding the customers will be helpful in developing relationship with the customer as it
will be helpful in providing information related to offers, upgrades, new schemes, new
products, rewards, etc. can be provided.
 Retaining customer’s details: Database is helpful in recording any information for a long
time.
 Marketing strategy can be identified which is used by the organization.
 Helps in identifying various trends in the market and in analysing preferences of
customers (Jacobs, Chase and Chase, 2010).
TASK 4
4.1 Opportunities for selling internationally into a market
Curry’s is a British electronic retail firm operating in UK and Ireland, owned by Dixons
Car phone. It specialises in selling home electronics and household appliances with 295
superstores and 73 high street stores (Kjellsdotter Ivert and Jonsson, 2010). They are deciding to
expand their business in Sri Lanka. Following are the opportunities for selling internationally in
Sri Lanka:
 Sri Lanka's retail industry is driven by domestic customers. As a result, the disposable
income has increased due to domestic customers (Kaipia, 2009). There are around
20,359,439 billion lives in Sri Lanka which is an opportunity for Curry's. Thus, the
increase in demand for everything will be high. Thus, it is a reason why retail industry
should enter Sri Lanka.
 Urbanization is very helpful in attracting more customers and it has shifted the customers
to single retail firm (Slack, Chambers and Johnston, 2010).
 The lifestyle of customers is changing due to advent of increase in mobility, new
technologies, media exposure and increase in disposable income, etc. have changed the
lifestyle of customers (Kopanos, Puigjaner and Georgiadis, 2012). That will act positively
for the Curry's.
4.2 Opportunities for using Exhibitions/Trade-fairs in Sri Lanka
In Sri Lanka, trade-fairs will be helpful in proving strong network. There are many
opportunities like promoting, proving relevant information, marketing, etc. through this
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information can be exchanged easily. With the help of Trade-fairs and exhibitions Currys will be
able to demonstrate their product which will be helpful in solving all the queries which occurs in
the mind of the customers (Kjellsdotter Ivert and Jonsson, 2010). In Sri Lanka population is high
and the requirement of cited product is also high and this creates an opportunity for Currys. In
addition to this, they will get to know whether the product delivered by the firm is being
preferred by the customers or not (Estampe and et.al., 2013). Moreover, firm will be able to
make changes in accordance with the needs and wants of the customers. Further, developing
database of customers will be possible which will help in developing relationship.
4.3 Sales Plan for a product category of Currys in Sri Lanka
Following is the sales plan which Currys can adopt in Sri Lanka:
Product Price Promotion Place Distribution
channel
Household
appliances
Electronics
Advertisements on
radio, T.V.
Newspapers and
social media.
Vavuniya,
Dambulla,
Ginigathhena and
Colombo
Wholesalers
distributes
Agents
CONCLUSION
From this report, it can be articulated that personal selling is very helpful in promoting the
product or service of a firm effectively as it is a two way communication, creates relationship,
personal interactions and has better convincing. Further, a customer goes through five stages in
buying a product. In these process buyer has can change his/her mind to buy the product is the
buyer do not get satisfaction. In addition to this, firm should mainly focus on providing quality
product or services to their customer which will help in developing trust and confidence on the
firm.
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Online
Sales and Operations planning. 2010. [Online]. Available through:
<http://www.optilonsolutions.com/concept/Supply-Chain-Planning-Master-Planning/Sales-and-
operations-planning-SOP/>. [Accessed on 1st December 2015].
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