Sales Planning and Operations Report: Strategies for First Class Group

This report provides a comprehensive analysis of sales planning and operations, focusing on the First Class Hotel Group. It begins with an introduction to sales planning and its importance, followed by an examination of the AIDA model and various promotional mix tools. The report then compares ...Read More

SALES PLANNING AND
OPERATIONS

TABLE OF CONTENTS
INTRODUCTION..........................................................................................................................1
PART 1............................................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Concept of AIDA and identification of different tools promotional mix.........................1
TASK 2............................................................................................................................................2
1.2 Comparison between buyer behaviour in B2B and B2C market.....................................2
TASK 3............................................................................................................................................3
1.3 Role of sales team in strategy of relationship marketing.................................................3
PART 2 Presentations....................................................................................................................5
SECTION 1.....................................................................................................................................5
Covered in PPT.......................................................................................................................5
SECTION 2.....................................................................................................................................5
Covered in PPT.......................................................................................................................5
PART 3............................................................................................................................................5
3.2 Importance recruitment and selection procedure.............................................................5
3.3 Evaluation ways through of providing motivation to achieve targets..............................5
PART 4............................................................................................................................................6
TASK 1............................................................................................................................................6
4.1 Development of sales plan for organization.....................................................................6
4.2 Recommendation for market entry methods....................................................................7
TASK 2............................................................................................................................................8
4.3 Opportunities presented by exhibitions and trade fairs for the enterprise........................8
CONCLUSION..............................................................................................................................8
REFERENCES.............................................................................................................................10

INTRODUCTION
Sales planning are considered as a skill that all individuals and organization sales team
should possess. By developing appropriate sales strategy, company can formulate an appropriate
business plan in order to enhance their market share. Sales and operational planning is
considered as another most monthly based process of business that provides a maintaining
balance between company’s demand and supply of products and services in market. Present
report is based on the scenario of First class which is considered as internal hotel in market and
major competitors like Holiday inn and premier inn. The entire scenario has defined various
important roles of sales strategy in development of effective business plan. There are various
tools of promotional mix have been discussed. Role of sales team in First class group in
relationship marketing strategy have also been evaluated. Further, Importance of recruitment and
selection process has also been analysed in this report.
PART 1
TASK 1
1.1 Concept of AIDA and identification of different tools promotional mix.
As per the analysis, AIDA is considered a simple model of hierarchy which was
developed in 1920 and one of the earliest models of communication. It represents the sequence
of action through which a prospect may be induced by management through advertising. This
model mainly stands for attention, interest, desire and action. It reflects the significance of
gaining the attention to attain the crow of advertising (Vuchic, 2017). In context of First class,
interests of strong level will create a desire in customers of organization to purchase and use their
products. Advertising helps in generating the interest between the target consumers of
organization by giving information through copy and visual. Interest is generated for particular
single product or service that helps in creating desire. Further, Action stage in model implies to
customer in order to make the commitment for purchase. It clearly implies that number of people
who attention gained is greater than those takes action eventually. As per the model,
management of First class should influence the attraction of customers, raising interest, building
desire and obtained various actions.
In addition to this, personal selling can also be defined as person to person communication
process that helps in improving the effectiveness of sales executives in areas of B2C and B2B
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marketing. It mainly supports the all the promotional activities of company by the way of getting
and communicating with the consumers personally. It is effective way through which a person
can make the awareness of products of company towards the purchase. There are various
different tools of promotional mix other than advertising and personal selling is given below:
 Sales promotion: It mainly focuses on proving short term incentives to sales personnel
and customers by First class in order to encourage the buying and sale of a particular
product and service of Hotel group. This will support the enterprise in increasing the
loyalty of customers and employees towards the organization.
 Public relations: Development of positive relationship with the company’s various
customers by using the favourable publicity, creation of good corporate image and
heading unfavourable humours, stories and events about the product (Heizer, 2016). It
will support in increasing the brand image among customers in hospitality industry as
compared to rivals like Holiday inn and premier inn.
 Direct marketing: It is considered as method that is used on carefully targeted
individual’s personnel in order to get an immediate response of customers and also
cultivating the last consumer’s relationships.
TASK 2
1.2 Comparison between buyer behaviour in B2B and B2C market
Buyer behaviour of every personnel can be considered as process or behaviour that is
utilized by them at the time purchasing a product or service of any particular brand (Albrecht and
Steinrücke, 2017). Buyer’s behaviour towards purchasing a product can be developed after
analysing the information, benefits, preference, trends and reliability of products and services.
From the analysis, the buying behaviours of people are related with their personal traits,
characteristics and their attitude on the other hand behaviour of organization depends upon their
relative objectives. It has been identified that there are various p situations that affects the
behaviour of consumers these decisions of consumers related to purchase and behaviour of buyer
also differ as per the situations. In the situation of economic recession or competition the
consumers not willing to make booking in those hotels that provides quality of services at lowest
price as the customer’s lowest buyer then they will take less interest in making purchases that
consumes high cost. Therefore the organization has used offered various effective services like
green and healthy edge to their product differentiator, showers that are infused with the Vitamin
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C and rooms with purified air and jogging routes by concerning on the health customers. Other
than this, they also offer notionally balanced meal packages and supers foods to consumers at
lowest prices. Various important factors are there which affects the behaviour of buyers and it is
totally based on experience and understanding of consumers. There are many people who are
able to take quick buying decisions while there are some consumers that first analyse the
information and includes personally in to the process of decision making before buying any
product and service (Esampally and Kumar, 2017). Mainly the involvement of consumers in this
process also provides influence on their behaviour. Further, in this context the B2C marketing
the emotional factors like perception, feelings and involvement make major impacts on
behaviours of consumers
Whereas in B2B purchasing process the buyer behaviours is depended on the activities
and benefits of successful decision making. For example; in the situation less involvement, the
decision of consumers of make bookings in first class will depends upon their family. In this
situation they are likely to make bookings on those hotels which are preferred by the family
members. Hence it can be analysed as important information that affects the sales and operations
of First class limited. Moreover, In B2B process of selling the process, target customers of First
class will make analysis on the facility provided by the organization, various benefits of buying
this and taste of food products plays a huge in making booking and purchasing the products and
services from the first class limited (Ambrose, 2015 ). For example: if an organization has made
bookings in Hotel for their employees rather than individual, then they will get involved in
decision related to what company is buying and for is the purpose and also analyse motivation
of staff. The decision process of company is also being analysed in order understand what they
will go through and their expectations towards products services.
TASK 3
1.3 Role of sales team in strategy of relationship marketing.
Relationship marketing is recognise as an aspect of customer relationship management
that focuses mainly focuses on customers loyalty and long term involvement of customer apart
from short term objectives like buyer acquisition as well as individual sales. In present context,
the main goal of relationship marketing for First class is to develop strong, loyal, buyers
connection with their hotel’s product and services which will tends to ongoing operations, free
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word of mouth promotion. In order to enhance the sales and relationship marketing of First class,
role the sales team is analysed at extent level which is mentioned above:
 Market segments: Roles of sale teams in a business organization depends upon the
products which are offered by company in particular segment or market. In present
context, product of company are accommodation, health foods and other hospitality
services for which they have targeted mainly the tourists and visitors from overseas
nations (Bichou, 2014 ). Therefore, role of sales team is to analyse the demand of target
customers for hospitality services and should target tourist destinations and develop
relationship with tourist operators which provide them support in marketing. They have
also targeted business class people as well as organization which offer accommodation
services as gift to their employees.
 Strategy: After analysing the market segment, marketing and sales have to make sure
their team policies and plans of marketing should meet the requirement of their segment.
Role of team in development of product selling strategies is to analyse needs of their
target market (Jonsson, Rudberg and Holmberg, 2013). Thus, sales executives of “First
class group” should make their strategies by analysing the competitor’s factors and
demand of buyers. For example: for making effective relationship with their existing
clients, sales individuals will analyse their expectation.
 Marketing plan: From the above development of strategy, team members of sales are
responsible for implementation sales plan in their specific areas of responsibility. Role of
sales team of members of first class group is to make decision of price and activities of
promotion for their selected market segment of tourist destinations and companies etc.
They can perform various activities like digital advertisements, newspapers, social media,
and E- Commerce websites.
 Outcomes: An appropriate team always maintain balance between the conflicting
demand of its sales and environment of marketing in order to gain the common objective.
Thus, the sales team also helps in improving the sales turnover and promotion of
coordination in FIRST class Ltd.
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PART 2 Presentations
SECTION 1
Covered in PPT
SECTION 2
Covered in PPT
PART 3
3.2 Importance recruitment and selection procedure.
In order to achieve the sales objective and targets, it is important for the management of
organization to hire the right person at the right job. In present context, First class group needs to
hire the people who are flexible, confident, knowledgeable and dependable personality.
 Job description: It considered as necessary in recruitment and selection procedure of
employees in cited company (Swink and et.al, 2014). Sales and business expansion is
main objective of organization; job description will expresses responsibilities and
qualification attractively to influence the best suited candidates.
 Recruitment sources: This procedure is also important as it helps the company to analyse
the better source of recruitment through which they will easily get the qualified personnel
that have knowledge about the supply, production and information about hospitality
industry.
 Interview preparation and techniques: It is most important step in process of selection of
organization. It provides an opportunity in getting information about the candidate and
validates information that is being given by both (Estamp and et.al, 2013).
 Selection and appointment: This procedure of First class is also considered in selecting
appropriate candidate with effective qualification, employment history and background
checking.
Thus, the recruitment and selection process is significant for First class group as through
this firm should hire skilled and experience sales team and also provides help in sales of
organization and the firm can expand its business at raising the sales and profitability.
3.3 Evaluation ways through of providing motivation to achieve targets
From the analysis, motivation plays a key role in First class group because it mostly
helps in initiating the desired behaviour in personnel and controls them towards the achievement
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of organization goals. Motivation among the sales team members is very essential as this will
encourage them in working hard and achievement of growth in their job (Estamp and et.al,
2013). Further, the financial performance of organization also depends on accomplishment of
sales target. There are various theories of motivation like Maslow’s hierarchy, Herzberg two
factors, goal setting theory considered as relevant in motivating the sale people in First class
group. Further, remuneration, rewards and training can also be utilized as tools of motivation.
Employees in the organization get motivated if they will achieve an appropriate return of their
input. It means the company needs to provide them effective remuneration along with the
incentives based on the completion of sales target.
This financial compensation will provide satisfaction to the employees towards their job.
Work of sales management is considered very complex therefore manager of the organization
needs to make various efforts through which they get demotivated, in order to remove their
demotivation, company needs to provide recognition and reward to manager who has performed
well and helped in achievement of organization. Apart from this, training and continuous
professional development is considered as non-monetary rewards that which will encourage the
employees of First class group to be more effective towards work (Kilger, Reuter and Stadtler,
2015). The needs of human are psychological needs, safety, social, self-esteem and self-
actualization which will motivate the employees and increase its performance in organization.
For instance employee in first class group, it can motivate the employees by defining them job
security. Thus, the firm needs to provide training as well as monetary benefits to its sale team
and manager for accomplishment of their needs and they will achieve their psychological needs.
PART 4
TASK 1
4.1 Development of sales plan for organization.
The company wants to sell its products and services in overseas nations and want to
expand their business operation in order to develop brand image and maximize profitability
(Johnston and Marshall, 2016). For this, a sales plan has been developed for organization which
consists of various steps which are mentioned above:
 Value of product: First class group is UK based organization that wants to sell its product
then it is essential for them to determine the values their product and services to
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customers. In this, company needs to convey its customers that their accommodation and
food services will provide them healthy and fresh experience.
 Market position: Before entering within a new market, First class group will also need to
identify their market position in Asian countries (Hozak and Sale, 2015). Company’s
product and services excellent which will provide them high market position in Countries
like India and china etc.
 Price structure: Development of sale plan is considered as opportunity to develop an
effective price strategy. After analysing that company has high position in market, and
then will needs to provide their services at competitive pricing strategy.
 Corporate objectives: Goals of First class group needs to be realistic and also provides
and understanding of long and short term plan (Ganesan, 2015). For example: Company
will develop an objective of increasing its market share by 20% in every quarter and
expending sales turnover by 10% in 6 months.
 Availability of products: First class group should have to make their product and service
in all over the tourist destinations in UK and other Asian countries also.
 Advertising approach: Company will use various channels of communication like Social
media networking, digital advertising methods, and ecommerce websites etc.
 Strategy development: After analysing the company will develop an effective business
strategy will combined it to the sale plan.
4.2 Recommendation for market entry methods.
As per the analysis, various forms are available for the company to make an entry in to
new market within Asian countries where they will have more opportunities to expand their
business by providing quality services at competitive prices (Jacobs and Chase, 2017). These
effective methods are as follows:
 Franchising: It refers to expansion of business by providing franchise to the other
companies in overseas countries and provides them authority to use the brand name for
selling product in return to a fixed yearly amount of royalty.
 Joint ventures: It is a limited form of partnership which is developed for the
accomplishment of specific projects (Stevenson and Sum, 2015). Joint venture is suitable
those enterprise who takes project for a limited period of time. It requires fewer amounts
of capital investments and risk is equally transferred among both the parties.
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 Sole business: It refers to establishment of business operation at own risk and capital
investments. In new market, it will consider as more risky for organization and requires
high capital investments.
Therefore, it can be said the suitable and profitable method for First class limited for
entering in to new market will franchising in which they will attain profits and they don’t have to
make investments, they only share their brand name to other companies or individual in
hospitality sector.
TASK 2
4.3 Opportunities presented by exhibitions and trade fairs for the enterprise
Exhibitions are considered as formal display of products and services by the enterprise to
their targeted customers with an aim that it provides an influence on customers to buy their
products in the future. In the Asian countries, it will be very easy for organization to promote
their products through exhibitions and trade fairs. It will be effective in analysing the customers’
expectations and building a network at international level (Mahadevan, 2015). These all are
considered as opportunities for first class group to expand their business operations in overseas
market.
Through this exhibition customers will also have a great opportunity to compare the
accommodation and food services of First class group with other brand products like Holiday Inn
and premier Inn. The company is mainly centred in middle market of UK and they can also use
these at their home country also to increase the attraction of customers. They also need to
provide various offers on booking in bulk. They will also needs to develop special offers for
party booking and other special offers for attracting both the business/ travelling/ conference
market on week days and other customers bookings at the weekends.
CONCLUSION
In this report, it is concluded that sales planning and operations is essential process of
managing a business by which the executive and sales team of First class hotel group will
continuously focus on achievement and alignment of all the functions. The entire scenario has
defined various important roles of sales strategy in development of effective business plan. There
are various tools of promotional mix have been discussed. This report has supported in analysing
the importance of sales planning and operation in achievement of business and corporate
objectives of increasing the sales turnover and market share. Further, by providing the training,
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remuneration and rewards to the employees of sales team company will be able to provide them
motivation so that they will achieve the sales targets effectively and efficiently.
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REFERENCES
Books and Journals
Albrecht, W. and Steinrücke, M., 2017. Coordinating continuous-time distribution and sales
planning of perishable goods with quality grades. International Journal of Production
Research, pp.1-20.
Ambrose, S.C., 2015. Sales and Operations Planning: A Performance Framework.
Bichou, K., 2014. Port operations, planning and logistics. CRC Press.
Esampally, C. and Kumar, G.P., 2017. Adoption Levels of Sales and Operations Planning
(S&OP) Framework by Indian Auto Component Manufacturers' for Balancing Supply with
Demand. Journal of Marketing Vistas, 7(1), pp.1-11.
Estampe, D., Lamouri, S., Paris, J.L. and Brahim-Djelloul, S., 2013. A framework for analysing
supply chain performance evaluation models. International Journal of Production
Economics, 142(2), pp.247-258.
Ganesan, R., 2015. Sales and Operations Planning. In The Profitable Supply Chain (pp. 175-
192). Apress.
Heizer, J., 2016. Operations Management, 11/e. Pearson Education India.
Hozak, K. and Sale, R.S., 2015. Sales and operations planning spreadsheet
homework. International Journal of Information and Operations Management
Education, 6(1), pp.1-13.
Jacobs, F.R. and Chase, R.B., 2017. Operation and supply chain management. Mc GrawHill.
Johnston, M.W. and Marshall, G.W., 2016. Sales force management: Leadership, innovation,
technology. Routledge.
Jonsson, P., Rudberg, M. and Holmberg, S., 2013. Centralised supply chain planning at
IKEA. Supply Chain Management: An International Journal, 18(3), pp.337-350.
Kilger, C., Reuter, B. and Stadtler, H., 2015. Collaborative planning. In Supply chain
management and advanced planning (pp. 257-277). Springer Berlin Heidelberg.
Mahadevan, B., 2015. Operations management: Theory and practice. Pearson Education India.
Ross, D.F., 2015. Distribution Planning and control: managing in the era of supply chain
management. Springer.
Stevenson, W.J. and Sum, C.C., 2015. Operations management. New York: McGraw-Hill
Education.
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Swink, M., Melnyk, S.A., Cooper, M.B. and Hartley, J.L., 2014. Managing operations across the
supply chain (pp. 248-249). New York, NY: McGraw-Hill/Irwin.
Vuchic, V.R., 2017. Urban transit: operations, planning, and economics. John Wiley & Sons
Online
Richmond. K. K, 2017. “What Is SPIN Selling” [Online] Available through :<
https://catalog.flatworldknowledge.com/bookhub/2031?e=fwk-125752-ch10_s04>
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