Sales Planning and Operations Report: Primark Case Study Analysis

This report examines the role of personal selling in sales planning and operations, using Primark as a case study. It explores strategies to improve personal selling, including discounts, staff training, and customer service. The report also details the skills required for sales staff recruitment, differentiating them from other sales roles. Furthermore, it suggests how personal selling can boost sales of sports ranges, focusing on understanding consumer needs, providing discounts, and offering high-quality products. Finally, it recommends a specific trade exhibition, the Norwich Bead and Textile Fair, and provides a Gantt chart outlining the activities and timeframe for attending the event. The report highlights the importance of market research and adapting to consumer trends to enhance sales performance and gain a competitive edge in the textile market.

SALES PLANNING AND OPERATIONS

Role of personal selling in the marketing
Role of personal selling
• Prospecting: helps the employees to find out new customers
• Communicating: help the employees to describes about the
specification of products to consumers.
• Selling: To contact with the customer, answering questions
which help to enhance sales

• Servicing: It guides the sales employees to provide effective
support and service to the customers in the period up to delivery
and after sale
• Information gathering: It aids sales staff members to obtain
information about the market from consumers and other
resources.
• Allocating: It helps to provide rational understanding regarding
allocation of resources to sales employees.

D1 Recommending strategies to improve the personal selling process
• Primark organization should use effective schemes like
discounts and card membership for consumers in a regular time
intervals.
• Management of Primark should emphasize on improving
interaction abilities of staff members through providing them
effective training.
• Sales employees of organisation should behave very politely
which can provide better satisfaction to answer the question of
consumers.

• Corporation should provide effective services like proper
guaranty on sales to the consumers.
• Primark should focus on effective market research which can
help to identify lifestyle and dynamic changes of customers
trends.

M3 Explaining which type of specific skills are
required during recruitment of sales people
• Better knowledge of industry: To manage sales of activities of
organization
• Communication skills: It helps the sales staff members helps
to interact with consumers.
• Consideration of buyer response: It is essential for sales
employees to handle sales activities.

• How will these skills differ from others
• Sales person skills of Primark are differs from others because
another sales employees like mobile seller requires only brief
knowledge to sales its electronics products. On the other side,
sales staff members of should have detail knowledge about
textile products.

D2 Describing how personal selling will help
boosting the sales of the sports ranges
• By understand needs of consumers:
• By providing effective discounts
• High quality products

D3 Recommending prominent trade exhibitions/trade fairs
• Management of Primark should attend Norwich Bead and
Textile Fair which is going to organize on 24th April 2016.
• It can play important role for organization to design new
fashionable clothes as per latest trend. In addition to this, it can
aid the corporation to increase its sales as compared with its
rivals in the textile market. It can attract the consumers towards
Primark which can help to boost its sales.

• To attend this trade, organisation has to 6 days to prepare its
activities in a better ways.
• Gantt Chart of activities
Activities Time frame
1 2 3 4 5 6
Planning of attending
event
Management of
resources
Development of
strategies
Controlling activities
Implementation
Evaluation

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