Sales Management Report: Market Information and Sales Strategy

This report delves into the realm of sales management, providing a comprehensive analysis of market research methodologies, data analysis techniques, and strategic planning. It examines the differences between primary and secondary market research, evaluates various sources of market information, and explores methods for presenting both qualitative and quantitative data. The report also assesses analytical tools used for sales information analysis, provides a sales data analysis over a 12-month period, and analyzes the validity and reliability of market information. Furthermore, it evaluates the impact of up-to-date market information on sales-related decisions and reviews the feedback from colleagues regarding the usefulness of sales information. The report also appraises the importance of realistic market information for the marketing function and assesses the use of sales-related information for evaluating the marketing mix and market/sales strategies. Finally, it evaluates the budget for obtaining market information, organizational policies on information storage, and proposes a sales strategy including a positioning statement, competitive advantage review, market trend analysis, and competitor activities. The report also highlights the benefits to the organization, estimated financial returns, and the role of marketing in progressing sales.

Running head: SALES MANAGEMENT
Sales Management
Name of the Student:
Name of the University:
Author Note:

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Contents
Task 2: Gathering Marketing Research......................................................................................2
2.1 Summary of the differences between primary and secondary marketing research..........2
2.2 Evaluation of the various sources of market information available for Lulu
Hypermarket...........................................................................................................................2
2.3 Examples of different ways of presenting qualitative as well as quantitative data..........3
2.4 Evaluation of the analytical tools that is used to analyse sales related information........4
2.5 Sales information for a product in the last 12 months and examples of trends evident in
the information as well as their interpretation........................................................................4
2.6 Analysis of suitability, relevance, validity and reliability of the market information.....5
2.7 Evaluation of the use of up-to-date and relevant market information to support sales
related decisions.....................................................................................................................6
Task 3.........................................................................................................................................7
3.1 Review of the feedback from colleagues about the usefulness of sales related
information.............................................................................................................................7
3.2 Evaluation of the importance of realistic market information that the sales function
provides to the marketing function........................................................................................7
3.3.1 Appraisal of the use of sales related information that will help in the evaluation of
marketing mix........................................................................................................................8
3.3.2 Appraisal of the use of sales related information that will help in the evaluation of
market and sales strategy.......................................................................................................8

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3.4 Evaluation of the budget of Lulu Hypermarket in order to obtain the market
information.............................................................................................................................9
3.5 Evaluation of the organisation’s policy on storage of information that meets data
protection requirements..........................................................................................................9
Task 4.......................................................................................................................................10
Proposed sales strategy that includes positioning statement to meet the needs of the target
market, review of the competitive advantage and analysis of the market trend and
competitor activities.............................................................................................................10
Benefit to the organisation in addressing the requirement of the target market..................10
Estimated financial return that the organisation can expect to receive from the targeted
customer group.....................................................................................................................11
Review of the new products and services that will help the organisation to change the
needs of the customers and its generation on return on investment.....................................11
Marketing strategy and the market plans that will help in the development of positive
relationship with the sales team and the customers.............................................................12
Evaluation of the value of marketing in progressing sales..................................................12
References................................................................................................................................13

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Task 2: Gathering Marketing Research
2.1 Summary of the differences between primary and secondary marketing research
Market research is considered to be most important ways of running a successful
business. There must be better understanding of the market or else it is considered to be
difficult to survive under different circumstances. This market research is generally
conducted in two ways: primary market research and secondary market research. Both these
market research are considered to be relevant for the successful survival of the marketing
plan.
Primary research indicates the research that is conducted by the company itself and
thus it helps to gain insight into the market. This is considered to be the most common type of
research and thus it helps to answer relevant questions related to the research. Lulu
Hypermarket has also conducted relevant research in the market and then found its targeted
market.
Secondary market is considered to be the research that is conducted on any data
generally by other people or any other purpose. This data is collected for different reasons i.e.
for the creation of financial reports in the market. Lulu Hypermarket has collected secondary
data from the annual report of the other supermarkets to get an insight of the market condition
(Varadarajan, 2010).
2.2 Evaluation of the various sources of market information available for Lulu
Hypermarket
There are two sources of information i.e. the internal source as well as the external
source. The internal sources are considered indispensable to the research and there is no
financial burden in gathering such information. On the other hand, the external sources can be

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divided into primary and secondary data. The primary data is collected from advertisement
through sales man, consumers as well as the dealers. This helps in the establishment of direct
link among the consumers and the producers. On the secondary data is collected through
publications, newspaper, published survey of the market or from foreign and other
government sources. Lulu Hypermarket carries out market information from both primary
and secondary sources. The marketing personals of Lulu Hypermarket carry out survey in the
market from time to time to know about their needs and demands. On the other hand, they
also carry out the secondary information from the market from newspaper, journals and other
printed articles (Ernst, Hoyer & Rübsaamen, 2010).
2.3 Examples of different ways of presenting qualitative as well as quantitative data
The different ways of collecting qualitative data includes face to face personal
interview, survey, focus group method, documental revision, longitudinal studies, case
studies as well as observation. The surveys can be paper based surveys or web based surveys
and this is generally carried out with the help of questionnaires. The interview method might
be structured as well as unstructured and open ended questions are generally asked in the
interview. In documental revision, the data collector prefers to go to the library to collect the
data. In focus group method, there must be 3 people at least and a maximum to 10-13 people
to conduct the research.
On the other hand, the quantitative methods of data collection include the quantitative
surveys, the interview process that includes face to face interview, telephone or online
interview and computer assisted interview. There might be provision for quantitative
observation such as experiments. These experiments might be natural experiment, field
experiment or laboratory experiment (Madhavaram & Hunt, 2008).

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2.4 Evaluation of the analytical tools that is used to analyse sales related information
The sales related information of a company can be evaluated with the help of the
following tools:
a. Centralised location to view data: When the data that are in multiple channel in the
sales system, it becomes difficult to measure it. This can be done through Excel that
makes it easier to pull the information easily.
b. Real Time Sales Update: If a company changes the price of the product, it becomes
difficult to keep a track of it and this is possible through real time sales update.
c. Data visualization: This is considered to be a tool like sales dashboard and thus it
becomes easier to analyse the sales trend.
d. Drill down by location, product type or channel: This will help to narrow sown the
sales on the basis of product lines or other related channels.
e. Analyse by time period: This will help in the further analysis over a particular period
of time and the retailers derives the benefit from it in a short time (Cravens & Piercy,
2006).
2.5 Sales information for a product in the last 12 months and examples of trends evident
in the information as well as their interpretation.
Month Sales of talcum powder
Jan $250
Feb $234
March $156
April $189
May $245
June $267

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July
Aug $256
Sep $276
Oct $300
Nov $297
December $324
Fig: Sale of baby products in Lulu Hypermarket
Source: Author Creation
It has been found that the sale of baby products in Lulu Hypermarket is fluctuating
and this is expected to change in the next few years. It is necessary for the marketers to take
care of this aspect and give attractive discounts to the customers for the improvement of the
sales of these baby products.
2.6 Analysis of suitability, relevance, validity and reliability of the market information
The validity of the market information is significant in order to understand the
appropriateness and the relevance of the data. This will make it easier to check the validity of
the information and it will be easier to deal with any problem in a better way. On the other
hand, consistency is considered to be another measure of the reliability process and thus it
helps in the determination of proximity of events. On the other hand, the numeric data must
not be considered to be reliable and thus it is necessary to check that there whether the
respondents give the correct answer and this must not be assumed. It is also necessary to
carry out sampling validity and this will help in the selection of a specific pattern of research
depending on the aims and objectives of the study (Kanagal, 2009).

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2.7 Evaluation of the use of up-to-date and relevant market information to support sales
related decisions
The data is used to analyse the input of the marketers and this will help in making an
analysis towards the objective. It is necessary to understand the individuals as well as the
consumers and this will help in the creation of relevant content. It is necessary to take care of
the tedious process of data collection and this must be in accordance with the goal of the
company that will help in shaping the future information in a better way. The intelligent
marketers will also employ the marketing analytics and this will help in the improvement of
the performance of the individuals. There are different types of strategies that are successfully
used by the companies through the integration of marketing effort and other related aspects.
This will help to gain an insight of the consumers and it will help in the utilisation of the data
in a proper way (Morgan, Katsikeas & Vorhies, 2012).

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Task 3
3.1 Review of the feedback from colleagues about the usefulness of sales related
information
The manager’s tries to improve the feedback process and this will help in the
comprehensive understanding of the different sources of feedback. The customers are
considered to be the main source of feedback and this helps them to remain focused on one
particular product. The feedback that is collected from the colleagues must be specific and
this will help in the collection of the data in an easier way. This will help the sales personal to
understand the information and thus they must wait for quarterly review that will make it
easier to interpret the information in a better way. There should be provision of proper
opportunity for the collection of feedback and this will make it easier to understand the
collection of information (Arnett & Wittmann, 2014).
3.2 Evaluation of the importance of realistic market information that the sales function
provides to the marketing function
The realistic market information will help to bridge the gap between the products or
services as well as among the customers. This will help in the addition of further information
and also enhance the connection of the individuals. As sales are considered to play a leading
role in the development of trust and customer loyalty in business, it is necessary to carry out
further recommendation and this will give a better review of the products. Selling is
considered as a personal interaction and this will help to build a personal connection between
the two parties. Therefore, it can be said that the power of sales is considered to play a vital
role for the continued success of the organisation that will help in customer retention as well
as business growth (Atasu, Sarvary & Van Wassenhove, 2008).

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3.3.1 Appraisal of the use of sales related information that will help in the evaluation of
marketing mix
The most important step of the marketing plan is to develop the marketing strategies
and thus there are wide range of variables that affects the decision making process in a proper
way. The decisions of the marketers are based on the four elements of the marketing mix and
this will help in devising a proper strategy in the market. It is the responsibility of the
businesses to keep the prices of the product in accordance with the objectives that will help in
improving the image of the product as well as its recognition through long term
advertisement. This will help in the improvement of customer service as well as improving
the new line of products in the market. Thus, it is the responsibility of the businesses to
understand the cost of establishing the strategy and thus analyse the profit that is considered
to play an important role in the long as well as short term (Leppäniemi & Karjaluoto, 2008).
3.3.2 Appraisal of the use of sales related information that will help in the evaluation of
market and sales strategy
The marketing plan must be constantly reviewed and this will help in saving the time
and money as well as provide success to the business organisation. The return on investment
is considered to be the most important concern and this will help in meeting the budgeted
expenses in a proper way. It will also help in the calculation of overall measurement of the
company by breaking down into specific structures and thus fulfil the targeted sales. On the
other hand, it is also necessary to take into account the sales number as well as the responses
of the customers that will make it easier to understand the trend and the purchases in a proper
way. The responses of the partner and the effectiveness of team effort must also be taken into
consideration in such cases (Dishman & Calof, 2008).

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3.4 Evaluation of the budget of Lulu Hypermarket in order to obtain the market
information
It is necessary to choose that there are proper varieties of product sold in the
hypermarket so that the customers can purchase them and this will help in the brand
positioning of the product. There must be specialised staff that will help the customers to
carry out the sales and purchases and this will help in the improvement of the sales of the
product. The budget in the hypermarket is dominated by the investments of the stores in
different locations and this will help in the consistency of the brand in a proper way. This will
help in the market analysis as well as the feasibility of the product in the market.
3.5 Evaluation of the organisation’s policy on storage of information that meets data
protection requirements
There is provision of privacy by design and default and this will help in the stipulation
of information in a proper way. There must be provision for the processing of information
and this will safeguard the policy of the individuals in a better way. There is some sensitive
information that needs to be protected and it is necessary to obtain the consent from the
businesses in order to process the data in such situations. There should be provision of
contract and other types of consent that will help in the fulfilment of different types of
information in a proper way. The legal obligations will help to comply with the common laws
as well as the statutory information in a better way.

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Task 4
Proposed sales strategy that includes positioning statement to meet the needs of the
target market, review of the competitive advantage and analysis of the market trend
and competitor activities
The positioning statement of Lulu Hypermarket is to develop custom designed
apparels, toys and provide better quality food products to the customers who are looking for
colourful and unique products and thus they should be different from the viewpoint of the
standard customers. This will help in the improvement of the gains of market share as well as
profitability of the market. It will also make it easier to compete with the other hypermarkets
and thus respond to the changes in the business easily (luluhypermarket, 2018).
There must be provision for better advertisement campaigns and this will make it
easier to spread the information to the customers across different platforms. Thus, it will help
in the improvement of value proposition of the product and provide better benefits to the
customers in their choice of products while purchasing it from Lulu Hypermarket. It will also
try to convince the customers and make process improvements as well as cost savings of the
product (Doole & Lowe, 2008).
Benefit to the organisation in addressing the requirement of the target market
The targeted customers of Lulu Hypermarket will be the customers from the middle
and the upper class families. These individuals will prefer to purchase the products of these
brands from the hypermarket and thus it will help in the enhancement of the brand as well as
adoption of different types of strategies. On the other hand, it is also necessary to obtain the
demographic information of the customers and this will help in the maximisation of the
benefits to a large extent. The information about the lifestyle of the consumers will help the

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organisation to manufacture the products according to the standard of living. This will make
it easier to set the price of the product in accordance with the quality that is used in the
manufacturing of the product. Therefore, all these factors must be taken into consideration
that will make it easier to deal with the customers effectively and in a better way.
Estimated financial return that the organisation can expect to receive from the targeted
customer group
It is necessary to gather information about the customers and this will make it easier
to understand the frequency of their purchases and the interests as well as the demands of the
customers. As each customer have different perception about a particular product, it is
necessary to create a proper review of the market conditions and then expand the business in
that particular location. If the hypermarket is successful in fulfilling the expectation of the
customers, it can try to improve the sales in a short period of time. The hypermarket must
target the customers of different segments and this will help in improving its input as well as
managing the perceived differences of the product in a proper way. Therefore the financial
return that Lulu Hypermarket will get from its store in Bahrain is $19, 79, 000 and this is
expected to increase with the passage of time.
Review of the new products and services that will help the organisation to change the
needs of the customers and its generation on return on investment
The new product that must be kept in the hypermarket includes furniture’s as well as
other home décor items of the Arabic style that are on higher demand in the Gulf countries.
As the people of these countries are very sophisticated and they spend a huge amount of
money in improving the décor of their home, the hypermarket must try to improve its stock of
products and this will help Lulu Hypermarket to improve its return on investment. There
should be provisions of free home delivery and the sales personnel should visit their homes in

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order to check that the product will fit into their room and thus they can make the purchases
easily.
Marketing strategy and the market plans that will help in the development of positive
relationship with the sales team and the customers
It is necessary to communicate frequently with the customers frequently and this will
help the marketers to know the demands and the needs of the customers in a proper way. This
frequency of information depends on the type of industry and the prospects for the sale and
other related information. On the other hand, there should be provision for providing rewards
to the customers from time to time and thus it will be easier to switch from one program to
another. The company must also provide attractive discount and sales and this will help in
improving the interaction of the customers in a better way. There must be provision for two
way communication and this will enhance the opportunity as well as help in the development
of relationship so that it becomes easier to build a rapport. This will help in the enhancement
of customer service and it will also help to launch multicultural program in the organisation.
Evaluation of the value of marketing in progressing sales
Marketers are trying to engage better content and this will help to keep a track of the
sales as well as the decision making process of the organisation. It is necessary for the
marketers to be sure that they are not overthinking on any particular product and this will
help in keeping the sales of the organisation intact. The business organisation must also be
aware of the needs and the demands of the customers and this will help in carrying out the
action in a proper way. There must be provision for creation of certain prospects and this will
make it easier for the company to expand their business in a short span of time.

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References
Arnett, D. B., & Wittmann, C. M. (2014). Improving marketing success: The role of tacit
knowledge exchange between sales and marketing. Journal of Business
Research, 67(3), 324-331.
Atasu, A., Sarvary, M., & Van Wassenhove, L. N. (2008). Remanufacturing as a marketing
strategy. Management science, 54(10), 1731-1746.
Cravens, D. W., & Piercy, N. (2006). Strategic marketing (Vol. 7). New York, NY: McGraw-
Hill.
Dishman, P. L., & Calof, J. L. (2008). Competitive intelligence: a multiphasic precedent to
marketing strategy. European Journal of Marketing, 42(7/8), 766-785.
Doole, I., & Lowe, R. (2008). International marketing strategy: analysis, development and
implementation. Cengage Learning EMEA.
Ernst, H., Hoyer, W. D., & Rübsaamen, C. (2010). Sales, marketing, and research-and-
development cooperation across new product development stages: implications for
success. Journal of Marketing, 74(5), 80-92.
Kanagal, N. (2009). Role of relationship marketing in competitive marketing
strategy. Journal of Management and Marketing Research, 2, 1.
Leppäniemi, M., & Karjaluoto, H. (2008). Mobile marketing: From marketing strategy to
mobile marketing campaign implementation. International Journal of Mobile
Marketing, 3(1).
luluhypermarket (2018). Retrieved from bahrain.luluhypermarket.com/

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Madhavaram, S., & Hunt, S. D. (2008). The service-dominant logic and a hierarchy of
operant resources: developing masterful operant resources and implications for
marketing strategy. Journal of the Academy of Marketing Science, 36(1), 67-82.
Morgan, N. A., Katsikeas, C. S., & Vorhies, D. W. (2012). Export marketing strategy
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performance. Journal of the Academy of Marketing Science, 40(2), 271-289.
Varadarajan, R. (2010). Strategic marketing and marketing strategy: domain, definition,
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