Sales Planning and Operations Report for Primark: Marketing Analysis

This report provides a comprehensive analysis of Primark's sales planning and operations. It begins with an introduction to sales planning and its significance in achieving organizational objectives, followed by an examination of the role of personal selling in supporting the promotional mix, buyer behavior, and the decision-making process in various situations, and the role of the sales team within Primark's marketing strategy. The report then delves into the impact of corporate objectives on sales strategies, the importance of recruitment and selection procedures, the role of motivation, remuneration, and training in sales management, and sales activity organization. Furthermore, the report explores the use of databases in effective sales management and presents a sales plan for a chosen sports line, along with strategies for increasing sales through international expansion and participation in exhibitions and trade fairs. The report concludes with references and an appendix containing a PPT presentation.

Sales Planning and Operations

TABLE OF CONTENTS
INTRODUCTION ..........................................................................................................................3
TASK 1............................................................................................................................................3
Importance of personal selling in supporting the promotional mix.............................................3
Buyer behavior and decision making process in different situations..........................................3
Role of sales team within Primark’s marketing strategy.............................................................4
TASK 2............................................................................................................................................5
PPT and Appendix.......................................................................................................................5
TASK 3............................................................................................................................................5
Explain how corporate objectives impact on sales strategies and vice versa..............................5
Significance of applying rigorous recruitment and selection procedures to your recruitment
campaign......................................................................................................................................5
Role of effective motivation, remuneration and training on sales management..........................6
Organise sales activity and what measures you will take to control sales output........................6
Use of databases in effective sales management for an organization like Primark.....................7
TASK 4............................................................................................................................................7
Sales plan for any chosen sports lines..........................................................................................7
How sales can increase by selling internationally.......................................................................8
How sales can increase through exhibitions and trade fairs........................................................9
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10
Appendix TASK 2.........................................................................................................................11
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INTRODUCTION
Sales planning and operation is the imperative aspect of an organization as it determines
success in the competitive market (Mullin, 2010). It consists of all the activities that are related
to sales management through which organizational objectives can be achieved. Present report is
based on Primark which is situated in United Kingdom. This clothing store chain provides a wide
range of products and services at an affordable and reasonable prices. Further, importance of
personal selling in supporting the promotional mix for the company has been described.
Similarly, role of sales strategy involving the corporation objectives have been discussed. In
addition to this, various sale control measures have been explained.
TASK 1
Importance of personal selling in supporting the promotional mix
Personal selling refers to the process of delivering products and services to the end users.
It helps to find new customers and offers of Primark can be communicated to them. The process
of personal selling facilitates to contact large number of buyers for a longer time span by
providing good response to their queries. In this ways personal selling supports promotion mix
which consist of elements like public relations, sales promotion, personal selling and advertising
(Mattiske, 2012). For example, if Primark promotes its product through advertisements then with
the help of personal selling, corporation can easily approach customers. Similarly, public
relationship can also build with the help of personal selling. This is because employees contact
their customers personally and make them satisfied by offering them good quality of services
that is pre-sales as well as after sales services. In addition to this, sales promotion is also
supported by personal selling wherein sales personnel of Primark depicts good image of
company in the marketplace.
Buyer behavior and decision making process in different situations
There are several process included in decision making procedure of a buyer. Here, the
scenario depicts that Primark is about to launch its new sport lines for diverse gender, age and
according to taste of the customer. Owing to this, at first buyer decides that what his /her
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requirements are. In this regard, internal and external stimuli plays a vital role. Accordingly,
information is searched in order to fulfill their requirement. Here, internal and external parties
play a significant role in providing information (Storbacka and et.all, 2009). At this juncture,
experience of buyers at Primark also help them in selecting the product as per their desire. For
instance, advertisement and internet marketing of products and services facilitate to deliver right
kind of information regarding new line of sportswear for all aged people. Furthermore, purchase
decision is taken as per the gathered information. In case, customers do not find relevant
information then they might search for another alternative. After taking purchase decision post
purchase decision is taken by buyers.
The above decision making process depicts that in case of business to business, client
tend to focus on bulk purchases. They are not required to get motivation from external and
internal stimuli. On the other hand, customers focus on different perspective of products as they
are the end users. Furthermore, B2B do not requires more promotional activities whereas
customers are influenced through advertisements and promotions.
Role of sales team within Primark’s marketing strategy
The marketing strategies of Primark are designed in order to attract a large number
ofcustomers and to attain business profitability. The sales team plays a major role in
development of marketing strategies and they supports it by playing respective role of individual.
Sales team responsibilities
 Segmenting market on the basis of its information
 Making coordination with other departments of the company The individual member of sales team is responsible for performing his/her good to attain
sales targets of the company(Spiro,2006)
Role of the sales team within Primark marketing strategy
The sales team has an influential role in reflecting the strength of products and attaining
sales performance required by the company. The sales team of Primark must understand the
needs of a buyer and should assess the availability of products and related information. In
addition to that, sales representatives play a major role in offering products to the customers in
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well manner. They must possess skills for explaining and connecting the features of product with
its benefit so that the customers can be influenced (Kokemulle, 2007). The sales representative of
UK stores must follow the codes of business and must attain growth. In addition, the sales team
of each location is responsible for implementing standard strategies in their respective territory.
Sales manager of the mentioned company must give targets to sales team members and must
influence them to contribute in attaining sales targets.
TASK 2
PPT and Appendix
TASK 3
Explain how corporate objectives impact on sales strategies and vice versa
The corporate objective of Primark is to attain higher market shares and to achieve sales
growth. The cited company is known for selling fashionable clothes at low cost. To increase
sales at UK stores, the company has to design effective sales strategies that must be allied with
business objectives (Primark. 2016). Primark is witnessed with decline in sales at UK stores
because of heavy rain and flooding in various parts of country and growing convenience and
popularity of shopping online is major reason for keeping people away from the high street.
Now, business entities wants to earn higher revenues so they have to align their sales strategy by
making huge discount offers in stores so that customers can be attracted towards different
clothing products. In addition to this, the company should come up with online initiatives and
sales discount within its outlet. This is the way to develop the sales strategies in line with
business objectives and attain higher sales performance and attaining desired outcomes
(Mattiske, 2012).
Significance of applying rigorous recruitment and selection procedures to your recruitment
campaign
Employees are the most crucial part of any organization who help the company in
attaining their business objectives. Every organization is committed to hire skilled and
experienced workforce that can be done with the use of effective recruiting and selection
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procedures. Recruitment is a process to attract candidates for the vacant positions. On the other
hand, selection is a process of appointing workers at the right place. Recruitment and selection
procedures are important for Primark for the purpose of effectively handling the operations
(Spiro, 2006). For an example : if the sales of Primark outlet is declining, to handle this situation
the organization needs to appoint effective sales force who can contribute in the development of
effective strategies and further boost the sales. The new workforce must have skills to handle
advertisement’s designing strategies to attract more and more number of customers towards the
stores.
Role of effective motivation, remuneration and training on sales management
Motivation is process of encouraging people or motivating employees so to make them
interested and committed to towards their job. From the point of view of Wallace (2004) a
motivated employee contributes to the improved organizational performance of the company.
The employees of Primark need to be motivated so -as- to achieve financial objectives and
customer’s loyalty. In order to motivate employees, company has to identify their needs and
wants and must try to attain them. Maslow’s need hierarchy theory, Herzberg two factor theories
etc., can be used by the company for the purpose of motivating sales force (Wallace, 2004).
However, salary and incentives are seen to be the most crucial factors that are used to motivate
sales force. The management of Primark can offer various monetary benefits to the sales
personnels so that they can be motivated for achieving different sales targets. The role of training
is important for the sales professionals so to enhance their skills and to make customers aware of
the benefits/features of the new product. The sales representatives at Primark can be provided
with training on specific product, ongoing training and CPDs. This will also beneficial for the
organization as trained and skilled sales-force will generate more revenues and provide
satisfaction to the customers (Mullin, 2010). The mentioned entity should recruit experienced
sales force thus, it is expected from Primark to offer good remunerations and incentives.
Organize sales activity and what measures you will take to control sales output
Form the case investigation, it has been witnessed that Primark wants to increase sales
volume therefore, it is looking forward for managing its sales force at various locations. Sales
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managers must formulate strategies that are essential for the purpose of attracting customers and
increasing sales. The company is suggested to appoint a sales manager in each sales territory so
that sales activities can be managed effectively. However, some sales forecasting tactics are to be
used for predicting sale. The sales activities can be planned after studying previous year’s sales
activities and figures. The sales force can be provided with targets by sales manager and
efficiency of teams should be controlled. In addition to that, sales force can be provided with
training while evaluating their training needs (Storbacka and et.all, 2009). The sales activities
can be controlled and measured by using various sales control measures i.e. sales budgets,
performance standards, etc. Performance against targets as so on. The sales budgeted can be
prepared on the basis of last year’s figures as well as the current demand of product. However,
performance standards are designed for the purpose of improving efficiency of team and to
motivate them for higher performance.
Use of databases in effective sales management for an organization like Primark
Database management tool is vital for sales management as it helps in storing the
information related to customers and sales activities. On the basis of information stored in
database management the company can prepare sales budges and can plan future strategies as
well. This is a tool used for keep the information of sales and purchaser, updated In order to
keep an effective management over sales activities Primark must maintain a record of past and
current sales data (Miller, 2012). In addition to this, the sales manager must keep information of
demand and supply of goods for a particular product that will be helpful in taking decisions
regarding production. With the help of databases Primark can design effective marketing
strategies.
TASK 4
Sales plan for any chosen sports lines
Primark is going to design Sports Apparel as a new product of the company which aims
at increase in the sales of clothing. The products are going to be offered at fair prices, with wide
range, and through knowledgeable staff to meet customer's expectations. Sales plan for new line
of Sports Apparel are as follows:
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The sales plan for men and women sportswear
Analyzing company’s position in the market: The Company is coming up with new
product, however, it has to assess existing market image. The business entity is known for
providing the best quality apparel (Primark. 2016). The new product line is designed for
satisfying the needs of customers and to decide the opportunities for future sale.
Examine pricing structure and strategies: The Company will further design strategies for
promoting their products in the market as well as deciding the prices. The products are going to
be offered at reasonable prices, or it will adopt competitive pricing strategy.
Identify ideal locations for product: The ideal locations for Sports Apparel will be UK
markets and stores of Primark in posh locations. However, the cost associated with each location
will be considered at the time of designing sales plan (The Elements of a Successful Sales
Business Plan, 2014).
Define the advertising approach: The new product will be positioned via effective
promotion mix. The sales representatives will provide training on how to appeal customers for
new product and what sales promotion activities can be used to attract customers. The budget for
promotional expenditure is $45000.
Outline the activities of sales and marketing team: The Company must have sales
executives who possess good knowledge in regard to new product. The sales teams of each must
provide good features to customers (The Elements of a Successful Sales Business Plan, 2014).
How sales can increase by selling internationally
To capture higher market shares and to have brand reorganization in international market,
the company usually go for selling its products in international markets. In the above sales plan,
Primark is witnessed for coming with a new product line i.e. Sports line. The company is
planning to come up with sport dresses for women and men while addressing their need in the
marketplace. The demand of sport dresses in international market is increasing continuously
(Storbacka and et.all, 2009). Including London markets, the new product can also be offered into
international markets such as Asian countries. However, business may face challenges in
international market as it has to follow the rules and regulations of import and export. In case
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company goes for e–business or uses online selling tools, it can reduce its business cost. In
addition to this, the company can reach to a large number of customers and can enjoy
profitability and higher returns.
How sales can increase through exhibitions and trade fairs
Exhibitions or trade fairs are the major sources of promoting new products among large
audience. Through exhibitions the company can develop contracts with different business
partners and can also create brand image. Using such platforms, Primark can promote and
demonstrate its products directly to customers. It provides benefits in terms of reducing cost of
advertising etc. Exhibitions and trade fairs provide a great chance to company for developing
good networks with corporate clients and generating a huge customer base for new products
(Bower, 2005). These trade fairs and exhibitions are helpful in giving information about the
perception of new products over their competitors. The information about market expectation,
prices and product quality can be gathered through exhibition.
CONCLUSION
The aforementioned report concluded that the sales operation and planning contribute
towards long run growth of a company because it aids to create competitive edge over there
rivals in the marketplace. For creating brand reputation, management of corporation select the
right kind of sales strategy so-as-to achieve organization objectives in a set time span. It can also
be said that, monetary and non-monetary rewards are provided to sales personnels in order to
increase their level of motivation. Furthermore, database building is the key aspect to keep
records related to sales operation of the company so that activities related to sales can be
managed easily.
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REFERENCES
Journals and books
Bower, P., 2005. 12 most common threats to sales and operations planning process. The Journal
of Business Forecasting. 24(3).pp. 4.
Cant, M. C, and Heerden,C.H.,2005. Personal Selling. Juta and Company.
Mattiske, C., 2012. Sales Force Leadership. AudioInk.
Miller, W., 2012. ProActive Selling: Control the Process - Win the Sale. AMACOM Div
American Mgmt Assn.
Mullin,R.,2010, Sales Promotion: How to Create, Implement and Integrate Campaigns that
Really Work. Kogan Page Publishers.
Spiro , 2006. Management of a Sales Force .Tata McGraw-Hill Education.
Storbacka, K.and et.all, 2009.The changing role of sales: viewing sales as a strategic, cross-
functional process. European Journal of Marketing. 43 (7). pp.890 – 906
Wallace,T.F.,2004. Sales & Operations Planning. T. F. Wallace & CO.
Online
Kokemulle, N., 2007. The Selling Importance of Marketing. [Online]. Available through:<
http://yourbusiness.azcentral.com/selling-importance-marketing-12767.html>. [Accessed
on 15th February 2016].
Primark. 2016. About us. [Online]. Available through:< https://www.google.co.in/?
ion=1&espv=2#q=primark>. [Accessed on 15th February 2016].
The Elements of a Successful Sales Business Plan. 2014.[Online]. Available through:<
http://www.entrepreneur.com/article/69864>. [Accessed on 15th February 2016].
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APPENDIX TASK 2
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