Sales Planning and Operations Report: Sony's Marketing Strategies

This report offers a comprehensive analysis of Sony's sales planning and operations, examining key aspects such as the role of personal selling in the promotional mix, buyer behavior in different situations, and the application of marketing strategies by sales teams. The report delves into the development of sales strategies aligned with corporate objectives, emphasizing the importance of recruitment, selection, motivation, remuneration, and training in sales management. It also explores the organization of sales activities, control of sales output, and the use of databases in effective sales management. Furthermore, the report outlines the development of a sales plan for a product or service, investigates opportunities for international selling, and explores the use of exhibitions or trade fairs. The analysis highlights the importance of understanding consumer behavior, effective sales strategies, and the role of the sales team in achieving corporate goals. The report also discusses the significance of motivation, remuneration, and training in sales management, emphasizing the need for proper recruitment and selection procedures.

Sales Planning and Operations

INTRODUCTION.....................................................................................................................................3
TASK 1......................................................................................................................................................3
1.1 Explain how personal selling supports the promotional mix...........................................................3
1.2 Compare buyer behavior and decision making process in the different situations..........................4
1.3 Analyze the roles of sales team by using marketing strategy..........................................................4
TASK 2......................................................................................................................................................5
Covered in PPT......................................................................................................................................5
TASK 3......................................................................................................................................................5
3.1 Explain how sales strategies are developed in line with corporate objectives................................5
3.2 Explain the importance of recruitment and selection procedures....................................................5
3.3 Evaluate the role of motivation, remuneration and training in sales management..........................5
3.4 Explain how sales management organise sales activity and control sales output............................6
3.5 Explain the use of databases in effective sales management...........................................................6
TASK 4......................................................................................................................................................6
4.1 Develop a sales plan for a product or service..................................................................................6
4.2 Investigate opportunities for selling internationally........................................................................7
4.3 Investigate opportunities for using exhibitions or trade fairs..........................................................7
CONCLUSION..........................................................................................................................................8
REFERENCES..........................................................................................................................................8

INTRODUCTION
Sales planning are the business activity which aid in estimating future sales of the products and
services. Along with this they have to set their sales targets. Sales as well as operational planning is a
integrated business management process by which leadership team of the business entity always focus
on achieving goals and objectives along with the synchronization among all functions of the business
entity. Sales and operation planning process also having effect on the supply chain management. If this
process maintained properly then the review of the consumers according to their demand and supply
resources (Talk, 2016). This process helps the corporation in making the different changes by doing
appropriate planning as it helps the management team to attain the targets as well as improve their
performance along with the productivity. The present report is based on Sony which is a Japanese
multinational conglomerate corporation that is headquartered in Kōnan, Minato, Tokyo. Its diversified
business includes consumer and professional electronics, gaming, entertainment, and financial service.
In the below mentioned report, discussion based upon that how personal selling support the
promotional mix. Moreover, comparison on buyer behavior as well as process which helps in making
correct decision in different situation which has to be discussed.
TASK 1
1.1 Explain how personal selling supports the promotional mix
Promotional mix is one of the 4P's of the marketing mix as it helps in maintaining public
relations, advertising, sales promotion along with the personal selling. This factor helps the marketing
team of Sony to reach the goals and objectives. These are used as tools so that they can communicate
properly with a target market. Advertising is a form in which employees can do the one way
communication so that they can not face any goals and objectives. Personal communication is a type of
conversation which helps in applying and doing the communication with a other person and it can be a
large group (Meyr, Wagner and Rohde, 2015). It aid in expressing the wants, beliefs as well as desires
of the consumers. Impersonal communication is that in which sales person of the Sony communicate
with consumers in a impersonal way. Different sales person deliver their message to their consumers or
audience impersonally. The employees of the business entity have to do personal conversation with
every consumer of the company so that they can not face any problem and by that they can attain their
goals and objectives. Brakes Sony have to use promotional strategy and the main objective of this is to
make sure that it provides the awareness of the products to the consumers and also by doing the
effective communication so that they can attain maximum benefits by selling the product in the market.
Sony also can use push and pull strategy. Push strategy is uses by the different marketing channels like
trade promotions so that they can sale their products. On the other hand, pull strategy is that where
interest of the consumers is created at any product or services. Push strategy includes trade shows;
showrooms as well as they have to create a supply chain to facilitate the distribution. By doing the
personal selling they can sell their products and services according to the needs and wants of the
consumers. The main role of personal selling at the promotional mix is that they have to provide actual
information about the products to their clients so that they can make their decisions. Personal selling
helps in managing the consumer relationships which aid in reducing the cost of promotion and by that
Sony improve the performance as well as productivity (Fleischmann, Meyr and Wagner, 2015).
1.2 Compare buyer behavior and decision making process in the different situations
In the present time competition is increasing day by day. There are different kind of situations
occurs in front of the consumers which having a influence on the behavior of the buyers. According to
the different situations they can make their purchase decisions and can judge the buyers behavior. The

wants of the consumers is increasing rapidly and business entities have to produce the products
according to the wants of them so that they can not face any problem in attaining targets. The
manufacturer has to understand the buyers behavior and then they have to make products then only will
purchase merchandise (Renz, 2016). Along with this the employees of Sony have to do proper
promotion of their goods and services as it helps in providing actual information of the product to their
consumers and by that they can do trust and purchase that. The main important reason of influencing
the buying decision is the acceptance of the social as well as peer group. In the society, when different
persons appreciate the product then some consumer make their mind to that product which helps Sony
in attaining their targets. Buying decision process helps in identifying and solving the problems of the
consumers and by that company can provide the proper satisfaction to them. Once Breaks Group
identifies the problem of the consumer and they solve that which will help in attaining good results
(Nissilä, 2015).
1.3 Analyze the roles of sales team by using marketing strategy
Sony has to use appropriate marketing strategy which helps them in attaining their goals and
objectives. In the business entity, sales team is helps in maintaining the marketing strategies and their
operating activities because without their support an advertising strategy cannot support (Nolte, 2015).
Marketing department of Sony helps in analyzing the needs and wants and they have to generate the
new ideas so that they can do the improvements and developments. Sales team of the business entity
helps in doing the proper marketing segments in which they are offered and delivered their products
and services. Along with this they have to do proper coordination with their activities with the
marketing as well as promotional goals. The main role of sales team is to identify the potential clients
and also have to identify the target audience and by doing the promotions of the products proper
messages can be transmitted to the consumers. It includes then whole process which the company is
using to improve the sales. It includes the exchange of the products and services against the money as
well as credit notes so that they can attain success. The company has to deliver the best services as well
as products to their consumers and provide guarantee to the consumers. Along with these proper
financial transactions is to be done by the sales team. This helps in improving satisfaction level to the
consumers (Palavicini, Soto and Gomez, 2016).
TASK 2
Covered in PPT
TASK 3
3.1 Explain how sales strategies are developed in line with corporate objectives
The staff members of Sony have to use the maximum efficiency as well as profit. They have to
develop the sales strategies so that they attain their goals and objectives. Corporate objectives are a
statement which helps in defining the intent of the business entity which helps in defining the aim as
well as they has to provide the proper directions so that they can attain their goals and objectives. Sales
strategy of Sony have to defines the business objectives which helps in aiming and fulfilling the sales
quota which helps in increasing the sales of the business entity and by that they can generate maximum
profit. Sony having a sales strategy which helps in attaining their aim and by that they can increase the
number of sales of the television (Qi, and Ellinger, 2017). To maintain the brand image and consumer
loyalty they have to provide the best and qualitative services to their consumers. This strengthens the
financial status of the corporation. The basic objectives include the growth, revenue, profit, market
penetration as well as leadership. Companies will be deciding on marketing mix strategies that includes

the product that is Bravia which is to be introduced, price at which product is to be sold and analyzing
the current price. Along with this they have to choose best place which is suitable to them for selling
the products. Moreover, they have to use appropriate promotional strategies so that they attract the
target market. Then a suitable media strategy will be decided depending on above factors and financial
budget (Huang and et.al., 2016).
3.2 Explain the importance of recruitment and selection procedures
The sales strategies which are defined in Sony are to be followed. The staff members have to
use by the sales team in the business entity. The sales team of Sony have to use proper strategies so that
that they can achieve sales goals by using effective and efficient utilization of resources. Recruitment
and selection of the right people for the right job is very important for the sales strategies as well as
attainment of the corporate objectives of Sony. Human resources is the more important element which
helps in attaining the goals and objectives (KREMLJAK and HOCEVAR, 2016). By managing their
human resources and motivating, training, improving and rewarding their employees companies can
create a benchmark in the field of recruitment. The staffs members have to do proper work so that they
can meet their corporate objectives are those who believe in innovation, launching new products on
regular basis so that higher authorities of the business entity hire or invest the people who are talented,
innovative or creative and on R&D as well. They have high brand value, strong infrastructure and large
and diversified range of products that fulfill needs of different customers. Their people are kept
motivated by incentives and promotion based on meritocracy and they also keep their suppliers and
labors happy. This essentially means the employees must be literally driven to feel motivated and
become active performers that would result in a positive work environment and enhanced productively
levels. For this it is important to understand exactly what motivates people. The HR of Sony has to use
appropriate policies and strategies which help in providing best and qualitative services so that they can
attain their goals and objectives as well as leading position in the competitive market. They have to
provide the proper training as well as guidelines which assist in attaining targets (Morabito, 2017).
3.3 Evaluate the role of motivation, remuneration and training in sales management
Role of motivation, remuneration and training
Sales management is having many aspects which helps to the company to attain their objectives, most
of the companies are having their own sales teams and managers which are having target to increase
their sales. It is essential for the sales managers to provide proper motivation to their employees which
are having their own targets. Some factors are here which plays a tremendous role in the sales
management (Coscia, Fregonara and Rolando, 2015).
Motivation: It is a factor which can increase the working capabilities of the employee working in the
sales team. Sales managers of the Sony Company have to provide proper motivation by their speech,
acts and videos to motivate their employees towards their targets. Sales managers can set target for the
employees with a time limit so it can spread a motivation in them to achieve it with in a time limit.
Remuneration: Financial needs have to be accomplish to the employees, it reduce negativity and as
well as it can increases the motivation in them to perform better to increases their incentives and
salaries. Managers have to set a target for each and every employee and they have to set financial
rewards also if an employee attains it.
Training: It is an essential part for the employees which are working in the sales teams, managers have
to provide trainings to their subordinates to sale their products to their would be customers. Training
can increase the working efficiency of the employees and they can make better communicate with in
the target market to make a lead on their target audience (Bell, and Chen, 2015).
3.4 Explain how sales management organise sales activity and control sales output
Sales Planning and management is the business discipline which helps in focusing in the different

practical applications of the sales techniques and also helpful in the management of the business
operations of Sony. It helps in determining the resources which helps in fulfilling the needs of the
consumers by using the sales technique and which type of sales activity requires which kind of
employee with training. Thus it helps in optimizing the resources which are consumed for a particular
promotion and sales and it enables in controlling the output for the same. There are various issues
which act as a barrier in the sales activity as well like lack of proper scheduling for sales talk, lack of
follow up after the sales pitch and ability to take feedback post closing the sales deal which helps in
improvising on the sales activity on a regular basis (Hadiyati, 2015). Sales management also helps in
assessing the role and accountability of each team member and this would help in identifying members
who are high performing in a team and those who are lagging behind. This way sales output can be
controlled or enhanced by making the right combination of members. The sales team which assist in
deciding the market intermediaries, promoters as well as retailers and salesperson so that they can do
different sales activities of the organization to a particular product that is Bravia. By using the
management system, sales activities of Sony can be controlled. Along with this sales output determines
the total value of the sales in the particular time period (Hübner, Wollenburg and Holzapfel, 2016).
They have to take feedback from the consumers so that if ny feature is to be added then they can add or
they can develop the products according to that feedback which aid in attaining their goals and
objectives.
3.5 Explain the use of databases in effective sales management
Database management is one of the most advanced tools which can be used by Sony so that they can
manage the sales and by that they can enhance the effectiveness. Database is a collection of digitized
information by which employees of Sony can be accessed, processed and used at a momentary notice
which helps in making the decision which is related to sales as well as business management. These
databases will have past information of the clients, their needs; their buying decision process as well as
it would also have information as well as knowledge which are required for the consumers and that
information or data helps in making the correct and appropriate decision for purchasing the product of
Sony (OPTIMIZE THE PERFORMANCE AND PROFITABILITY OF YOUR SUPPLY CHAIN,
2017). For example if data base can indicate the number of people who applied for a visa for tourism in
a country then they can be the people who can be targeted for travel insurance, tour guides, hotels,
currency exchange services etc. it is just a business sense made out from right information that who can
be targeted for what kind of services and how much they need it. For purchasing any television,
consumers require different and unique features in their product which helps in attracting large number
of consumers. For providing them they have to do proper planning so that they can attain targets.
Handling enquiries regarding products in an appropriate manner and the enquiries in the concerned
organization may be coming from the internal people or the representatives and the external public and
routing them to the right person is a role played by data base (Tate and et.al., 2015).
TASK 4
4.1 Develop a sales plan for a product or service
The sales plan for Bravia range of television from Sony.
Value of the product: The Company has to provide best services along with the quality to their users
which will helps in attracting large number of consumers and by that Sony can not face any problem
and improve the sales. The range of televisions includes the different features like support for USB
device and HDMI connectors (Chuang, Oliva and Perdikaki, 2016).
Position: Sony has to provide best and qualitative television with the different features with the wide
range. In every country and in all around the world they have to provide the products so that Sony can

attain the highest position in the competitive market.
Pricing: Sony has to sell their products in every market and in every location and sell it at a reasonable
price so that every consumer can afford that product which helps in attaining the targets of Sony.
Long and short term goals: By providing the best and qualitative services to their consumers. Sony can
attain the goals and objectives. They have to use appropriate strategy so that they can generate
maximum revenue and on the basis of that long as well as short term goals (Sales Planning, 2017).
Locations: Sony provides its television in most of the Asian and African countries as these are included
in the sales activities. When they are providing their products at the different locations this will help in
attracting the large number of consumers and by that they can attain targets.
Advertising: Sony has to use advertising strategies and for that they have to do promotion an
advertising of the different products. Advertising can be done in newspaper, television, magazines etc.
Activities of sales and marketing teams: The sales as well as marketing teams have to use appropriate
strategies related to the sales and marketing and have to implement properly in Sony in the efficient and
in proper manner. The sales team of Sony focuses on increasing the sales as well as performance in the
market (Wang and et.al., 2016).
4.2 Investigate opportunities for selling internationally
In the market, competition is increasing rapidly and they have to use proper ways so that they
can gain maximum advantages from the other companies in the market. Sony has to do their operations
in a proper manner and also have to provide best services so that they can attain their goals and
objectives in the international market. In the overseas market, Sony has to do business operations
which aid in allowing the company in entering into the new market. It helps in improving the brand
image in the market by selling Bravia in the market. When they are selling qualitative products it will
helps in maintaining relation with the consumers which creates the consumer loyalty among the
consumers (Fügener, Schiffels, and Kolisch, 2015). These factors help in selling the merchandise in
every corner in the whole world. Sony has to grasp the maximum opportunities which are generated in
front of Sony. This will helps in maximizing the profit by selling the television. The threats which are
generating in international market, in which Sony is not operating properly among the different
competitors in the market. They have to take maximum challenge so that they can overcome from this.
They have to provide the appropriate quality to their consumers which also help in expanding their
business in the market. They may launch new products annually and may even provide variations in the
existing products. Company‘s sub brands may be launched and may give their customers affordable
products. They can also give additional services and come with new offers to keep their customers
loyal and to attract more people.
4.3 Investigate opportunities for using exhibitions or trade fairs.
Exhibition as well as trade fairs having a major role in the promotion of television in different
markets. Along with this they have to use the latest as well as upgraded technology and helps in
promoting the regional and national industries so that they can attain their goals and objectives
(Villarreal, Garza-Reyes and Kumar, 2016). They have to conduct the different events which help in
driving the foreign investments in the industry along with this it helps in advancement of technology as
well as infrastructure. Also it has a positive impact on the economy which aid in increasing the level of
spending at hotels and transportation etc. it succor in creating employment for many at the site of fairs
or exhibitions. The exhibitions are having an important way so that they can place the product in front
of the target markets. Moreover, it helps in clarifying the customer queries by enabling a two way
communication between the different target market as well as representatives of Sony (S&OP Software,
2017). In case of launching the new television that is Bravia by Sony, trade fairs as well as exhibitions
helps in promoting the brand or the product so that they enable the contact with the target market and
fast market penetration for the new product and newer technologies such as Water proof feature etc.

These events allow Sony so that they can show off their products along with the different feature so
that they can target the large number of consumers and also spend large amount of money on
organizing or conducting the trade shows and exhibitions. It helps in doing the direct interaction with
the service users and by that they can gain the best experiences and attain success (Troncoso and et.al.,
2015).
CONCLUSION
After summing the report it has been observed that sales planning as well as operations are very
much important for the business organizations. For achieving the goals and objectives they have to
provide the best and qualitative services to their consumers. They have to do proper promotions to
promote their products and have to use proper tools and techniques which help in targeting their
consumers. By this they can provide actual information related to product of Sony that is Bravia. The
buying behavior or nature of the consumers depends on the decision making process of its services
users. Marketing manager should give more importance on the decision making process of the service
users. Along with this they can make a choice among the different options which are available in the
market which helps in improving the brand image in the market. They have to create the brand image
as well as loyalty should achieve the competitive advantage in the high competition in the market. For
providing the best and qualitative services the manager of Sony has to provide the proper training to
their employees who help in attaining their goals and objectives.

REFERENCES
Books and journals
Talk, O.M., 2016. Operations management.
Meyr, H., Wagner, M. and Rohde, J., 2015. Structure of advanced planning systems. In Supply chain
management and advanced planning (pp. 99-106). Springer Berlin Heidelberg.
Fleischmann, B., Meyr, H. and Wagner, M., 2015. Advanced planning. InSupply chain management
and advanced planning (pp. 71-95). Springer Berlin Heidelberg.
Renz, D.O., 2016. The Jossey-Bass handbook of nonprofit leadership and management. John Wiley &
Sons.
Nolte, M., 2015. The Impact of Sales and Operations Planning Implementation on Supply Chain and
Financial Metrics.
Nissilä, T., 2015. DESIGNING EFFECTIVE SALES PROCESSES TO DRIVE PROFITS VIA
PRICING. Pricing and the Sales Force. p.126.
Palavicini, M.M.C., Soto, R.D.R. and Gomez, M.J.C., 2016. Double Weighted Moving Average:
Alternative Technique for Chemicals Supplier’s Sales Forecast. International Journal of
Business Administration. 7(4). p.p58.
Qi, J. and Ellinger, A.E., 2017. A Conceptual Framework of Organizational Orientation Antecedents of
Sales and Operations Planning. In Creating Marketing Magic and Innovative Future Marketing
Trends (pp. 1319-1329). Springer, Cham.
Huang, Q and et.al., 2016. Global Production and Sales Network Planning. Journal of Service Science
and Management. 9(04). p.320.
Sales, R.L., April Specialised Courses–.
KREMLJAK, Z. and HOCEVAR, M., 2016. STOCHASTIC PLANNING-FORECASTING SALES
AND PROFITS IN THE PRODUCTION SYSTEM.DAAAM International Scientific Book.
Morabito, V., 2017. Blockchain and Enterprise Systems. In Business Innovation Through
Blockchain (pp. 125-142). Springer International Publishing.
Hadiyati, E., 2015. Marketing and government policy on msmes in indonesian: a theoretical framework
and empirical study. International Journal of Business and Management. 10(2). p.128.
Wang, G and et.al., 2016. Big data analytics in logistics and supply chain management: Certain
investigations for research and applications. International Journal of Production
Economics. 176. pp.98-110.
Chuang, H.H.C., Oliva, R. and Perdikaki, O., 2016. Traffic‐Based Labor Planning in Retail
Stores. Production and Operations Management. 25(1). pp.96-113.
Fügener, A., Schiffels, S. and Kolisch, R., 2015. Overutilization and underutilization of operating
rooms-insights from behavioral health care operations management. Health care management
science. pp.1-14.
Villarreal, B., Garza-Reyes, J.A and Kumar, V., 2016. Lean road transportation–a systematic method
for the improvement of road transport operations. Production Planning & Control. 27(11).
pp.865-877.
Troncoso, J., and et.al., 2015. A mixed integer programming model to evaluate integrating strategies in
the forest value chain—a case study in the Chilean forest industry.Canadian Journal of Forest
Research. 45(7). pp.937-949.
Tate, W.L and et.al., 2015. Integrating supply and demand. MIT Sloan Management Review. 56(4). p.16.
Hübner, A., Wollenburg, J. and Holzapfel, A., 2016. Retail logistics in the transition from multi-channel
to omni-channel. International Journal of Physical Distribution & Logistics
Management. 46(6/7), pp.562-583.
Bell, P.C. and Chen, J., 2015. Close integration of pricing and supply chain decisions has strategic as

well as operations level benefits. Annals of Operations Research. pp.1-17.
Coscia, C., Fregonara, E. and Rolando, D., 2015. Project management, briefing and territorial planning.
The case of military properties disposal.Territorio.
Online
S&OP Software. 2017. [Online]. Available through: <http://www.vanguardsw.com/solutions/supply-
chain/sop-software/>. [Accessed on 29th March 2017].
Sales Planning. 2017. [Online]. Available through: <https://www.flexis.com/en/solutions/sales-and-
operations-planning-framework/sales-planning>. [Accessed on 29th March 2017].
OPTIMIZE THE PERFORMANCE AND PROFITABILITY OF YOUR SUPPLY CHAIN. 2017.
[Online]. Available through: <https://www.camelot-mc.com/en/sales-operations-planning/>.
[Accessed on 29th March 2017].