Stratford College: Sales Planning and Operations in the UK Report

This report provides a comprehensive analysis of sales planning and operations within the context of the UK market, using Primark as a case study. It begins by exploring the role of personal selling within the promotional mix, comparing buyer behaviors and decision-making processes in various situations, and analyzing the roles of sales teams in marketing strategies. The report then delves into sales strategies, the significance of recruitment and selection processes, and the organization of sales activities to control sales output. It also examines the use of databases in effective sales management, the roles of motivation, remuneration, and training in sales management, and the development of a sales plan, including the investigation of international sales opportunities through trade fairs and exhibitions. The report concludes with a discussion of key findings and recommendations, offering insights into how businesses can optimize their sales planning and operational strategies.

Sales Planning and OperationsSales Planning and Operations
in the UKin the UK

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Personal selling support promotional mix.............................................................................1
1.2 Comparison of buyer behaviours and decision making process in various kind of
situations.....................................................................................................................................2
1.3 Roles of sales team in marketing strategy.............................................................................2
TASK 2............................................................................................................................................3
Covered in PPT...........................................................................................................................3
TASK 3............................................................................................................................................3
3.1 Development of sales strategy to attain corporate objectives...............................................3
3.2 Significance of recruitment and selection process................................................................3
3.4 Organising sales activities by sales management to control sales output.............................4
3.5 Use of database in effective sales management....................................................................4
TASK 4............................................................................................................................................5
3.3 Role of motivation, remuneration, training in sales management........................................5
TASK 5............................................................................................................................................5
4.1 Development of sales plan....................................................................................................5
4.2 Investigation of sales opportunities in international market.................................................6
4.3 Opportunities to use trade fair or exhibitions........................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Sales planning is a tool which can help an organisation to increase it's sales by using
promotional tools. It is a strategy which focuses on sales targets by creating a tactics, by this an
organisation can achieve their sales targets (Márcio Tavares Thomé, Luis Hollmann and
Scavarda do Carmo, 2014). Promotions is main element of this process by which a company can
promote their products and business in it's target market. This report is based on Primark
clothing retailer company and this report will make a discussion on personal selling, buyer
behaviour and decision making process in several situations. After this, will create it's focus on
the use of sales strategies by Primark to attain it's sales objectives. It will explain significance of
recruitment and selection process for cited business entity. At last it have a sales plan for a
product of Primark and opportunities to sales it in international market by using trade fairs or
exhibitions.
TASK 1
1.1 Personal selling support promotional mix
Personal selling is a basic element of promotional mix, it is a general process of selling of
a customer or a product description of product given by sales executive to consumer to motivates
him to buy that product. As PRIMARK is working in retail sector so it's most of business is
based on this. Personal selling is a process which motivates and leads to people to buy products
by which Primark can improve their sales. Face to face interaction creates a huge impact in this
process and sales person's behaviours, appearance and communication skills helps a lot to make
a lead on future customers.
Promotional mix are element of Marketing mix, and it has a huge significance in
marketing strategy of as product or a business. This is a way by which organisation can improve
their promotions of products to improve their sales (Skildum-Reid and Grey, 2014). Some of
ways are here by which Primark can improve their sales by using these promotional ways:
Advertising: It is most used way in promotions and television promotions is commonly used by
many companies to promote products.
Direct Marketing: It is a process in which company can promote their products via using their
sales executive by using e-mails and mobile messaging.
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Sales promotions: Media and non media marketing activities by which company can improve
their market demands.
Public Relations: In this Primark can use a third party firm to send their informations in public
domain.
1.2 Comparison of buyer behaviours and decision making process in various kind of situations
When consumer of Primark is purchasing products then they are passing through various
stages. With the help of buying decision making process manager can identify the needs of
customers (Wach and Wehrman, 2014). After identifying needs of customers, company will
provide various alternatives in satisfying their needs so that they can make purchase according to
their own choice. The manager has responsibility to analyse these steps on regular basis so that
they can make sturdy relation with customers. The difference between decision making process
and buying process of consumer are as follows:
 In decision making process there is interaction between business to business and they are
in formal nature. But consumer buying process there is an interaction between business to
consumer which is informal in nature.
 Corporate decision making process is taking more time in completing their buying
process as compare with consumer buying process.
The decision which are taken by corporate are more complicated which also involves high
amount in regards to buying. Whereas busing decision process of consumer are simple because
they are simple in nature.
1.3 Roles of sales team in marketing strategy
Sales team in organisation are playing essential role while making or adopting any
strategy for Primark. In organisation, there are many departments which have to make
coordination with each other in order to accomplish with predetermined goals and objectives. If
they want to retain in market for a long period of time, then they have to properly understand the
need of customer and identify their basis requirements to resolve their issues. One of the
important role of sale person is to monitor all activities which are performing by other employees
so that they can beat their competitors (Noroozi and Wikner, 2014). Along with this, they have to
maintain all necessary records which help them in targeting customers. In Primark, it is
responsibility of higher authority to see that whether sales team are performing their duties in
appropriate manner or not. If they are not performing their roles, then they have to conduct
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proper training programme for them. Further, they have to adopt those strategies which will help
them to increase their market share as well as increase their sales and profits.
TASK 2
Covered in PPT
TASK 3
3.1 Development of sales strategy to attain corporate objectives
Sales strategies are mainly based on the organisational objectives and targets (Ivers and
et. al., 2014). Corporate objectives are mainly those statement which defines intention of the
organisation regarding to it's future. It provides a direction to organisation to make their
activities. Sales strategy is a process by which organisation like Primark can attain their
corporate objectives easily. It is essential for the Primark to align their sales strategy with their
objectives. Primark has to make change in their strategy as to their performance which can help
to organisation to manage their performance in their sales and promotions. Main objective of the
organisation to keep thjeir growth rate in their sales and market share so it is essential for the
Primark to make changes in it's products and services by which they can align their performance.
As the company wants to increase their sales in the market of UK so it is essential for them to
analyse market needs and companies which are working in the same segment by which they can
make changes in their sales strategy.
3.2 Significance of recruitment and selection process
It is the most employing work of every business organisation is to employ right person at
right position. An effective recruitment and selection procedure is helpful in reduce employee
turnover of the company. In PRIMARK, recruiting is helpful in identifying the new and well
skilled employees towards the company. Along with this, the policy of recruitment and selection
is refers as a statement of principles, outlining how an organisation should conduct its
recruitment and selection process (Leon, 2014). With reference to this, the prime aim of the
policy is to ensure that a unbiased and transparent recruitment and selection process is followed.
Its outcome is to appoint the best candidates, who is best fit in organisational values, morals,
goals and philosophies. In cited organisation, a good and effective recruitment would require
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writing job descriptions that gives priority to the competencies; this makes a positive
contribution to the organisation's business requirements.
There are given following benefits of having recruitment and selection policy: -
 Job descriptions meet business requirements (Ivert and et. al., 2015).
 The process can be followed by the all stakeholders of the company.
 The process of recruitment and selection is lawful.
 Candidates are assessed against consistent selection criteria at every stage.
3.4 Organising sales activities by sales management to control sales output
In PRIMARK, the sale manager is liable to put a control over its activities and functions.
Sales management team creates various strategies and polices for the sale of its products and
services. These activities involves all the advertising and promotional activities which is done bt
the company for attracting or brining wide range of customers; this also can be done for
promoting the brand image of the business organisation in the competitive market. Along with
this, sales management team across the industry is managed or developed the different methods
of marketing planning, by implementing an effective marketing strategy.
The sales team decides the market intermediaries, advertising agencies, salespersons,
retailers and promoters they are helpful to carrying out the organisation for its specific product or
service. Apart from this, many sales activities needs customers feedbacks as they can improves
its products and services ; and make them able to meet the needs and wants of customers.
3.5 Use of database in effective sales management
The data base are effectively used in sales management process for Primark. Database
process are essential for mangers to predict the past year sales and make analysis for the present
data keeping the base of past years. This helps in development of policies which are useful for
growth of firms (Kjellsdotter Ivert and Jonsson, 2014). The trend analysis are helpful in
analysing the sales people predict the sales ratios as in which year it will be high and which year
it will be low. This helps in formulating the plans and the policies according to the sales ratios. It
saves times which will be wasted in entering the correct data and recall them whenever that are
needed by the sales person.
Data base management are helpful for the sales mangers as they can store the data and
make recommendations on the basis of the current data which are available. It is helpful in
making the data management process more effective and efficient in order to maintain its quality
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and the data are stored in cited firms without any difficulties. The complaints of the customers
are also handled easily. This process is helpful in storing the data at a safe places and these can
be used whenever needed.
TASK 4
3.3 Role of motivation, remuneration, training in sales management
Sales management is the process within a business organization which is related to the
sales team in order to implement sales strategies effectively (Thomé, Sousa and Scavarda do
Carmo, 2014). Motivation, remuneration and training are the important aspects of sales
management. In PRIMARK, the sales team can be motivated by maximising the sales
environment and organising various group meeting with the senior management. With this,
people can perform well at workplace. Along with this, motivation also provides recognition to
the employees as they can maintain healthy and good relationship with each other. Apart from
this, core concept of remuneration can be considered as the system in which the staff members of
PRIMARK are appraised and rewarded due to their excellent performance. If employees are
performing well as they can meet with the desired objectives of the company. High remuneration
also increases the morale of employees along with their interest towards work harder. Whereas
training is the process through which current employees can improves their skills and abilities.
Its main aim is to improve the performance as well as productivity level of employees over the
company.
TASK 5
4.1 Development of sales plan
The sales plans can be developed with the help of following aspects:
Mission:
Primark main mission objectives are linked with expanding the market shares by selling
the clothes at economical prices which are affordable by customers (Tuomikangas and Kaipia,
2014). The company can easily expand there product line if they add new features in there
products. This also helps in achieving competitive positions at market place.
Objectives:
There main objectives are linked with increasing the stocks and increase network
efficiency about clothes production.
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Strategies:
 They should focus on development of new distributors at the national and the
international market places.
 Their sales ratios should be constant in order to achieve growth.
 Additional features in there clothes in order to attract large group of customers.
 If the sales team achieve their target than they should be appreciated by their mangers.
Key factors of performances includes the following:
 The sales volume should be predicted on the basis of the sales which are done on monthly
basis.
 The number of new stores which have opened to expand their markets.
 The demands of customers should be analysed on quarterly basis.
4.2 Investigation of sales opportunities in international market
Each and every organisation is looking forward to improve their in sales international
market. Several opportunities are available in the international market like; profits, betterment of
products and services and market share (Meyr, Wagner and Rohde, 2015). As Primark is
working in the clothing and it is a sector which has a huge demand in international market. South
Asian countries are having a huge demand of these clothing related products so they can increase
their sales and market share by entering in these markets.
4.3 Opportunities to use trade fair or exhibitions
Trade fair are the most useful way by which Primark can promote their products in new
markets. Several companies can display their products in these events, these events are having
different sizes some of them are having a large capability to invite many companies. A trade fair
runs to two or three days to show products to a large crowd. Most of the large trade fairs are
famous and companies waits for this to launch their new products. So Primark should use this
trade fairs to launch their new products in new markets. So company can promote their products
in new markets by which they can increase their market share and profits. Priamrk can make a
direct interaction with their targeted customers which can help to them to provide information
about their products for a particular targeted market which can help to them attract new
customers and centralized their focus on their promoted products.
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CONCLUSION
From the above report it can be concluded that effective strategies should be used by
Primark in order to increase there sales ratios and expand their market shares. The business terms
includes sales planning, operations, management and selling process are the important elements
which are linked with business processes. If these are used in planned ways than it helps in
achieving high profitability. For the success of the selected firms all the activities should
coordinate and work together in order to achieve effective work flows so that company can
achieve success in their long runs. The process of coordination plays a vital role because if one
element will fall the whole business process will be stopped.
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REFERENCES
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Ivert, L.K. and et. al., 2015. Sales and operations planning: responding to the needs of industrial
food producers. Production Planning & Control. 26(4). pp.280-295.
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systems be used in sales and operations planning?. International Journal of Operations
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Leon, A., 2014. Enterprise resource planning. McGraw-Hill Education.
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Research synthesis in collaborative planning forecast and replenishment. Industrial
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Meyr, H., Wagner, M. and Rohde, J., 2015. Structure of advanced planning systems. In Supply
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planning (S&OP): Synthesis from the literature. International Journal of Production
Economics. 154. pp.243-262.
Wach, K. and Wehrman, C., 2014. Entrepreneurship in International Business: International
Entrepreneurship as the Intersection of Two Fields. International Entrepreneurship and
Corporate Growth in Visegrad Countries. pp.9-22.
Online
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The Elements of a Successful Sales Business Plan , 2016. [Online]. Available
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