Sales and Operations Planning: Enviro-Cars Ltd. and Plastic Products

This report delves into sales and operational planning, focusing on Enviro-Cars Ltd., a car dealer, and Plastic Products Ltd., a manufacturer. Task 1 examines how personal selling supports promotional activities at Enviro-Cars, analyzes buyer behavior and decision-making processes, and outlines the role of sales teams in marketing. Task 2 includes a sales presentation on Apple watches. Task 3 addresses sales strategies, recruitment, motivation, and sales organization at Plastic Products Ltd. Task 4 explores international sales opportunities in India, including exhibitions and trade fairs, and proposes a sales plan for a product category at Curry’s in India. The report integrates key concepts like market segmentation, strategy development, and the importance of adapting sales approaches to different business contexts and customer needs. The report also highlights the significance of effective sales team management and the use of data in sales operations.

SALES PLANNING AND
OPERATIONS

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Ways in which personal selling at Enviro-Cars Ltd. supports other promotional activities.1
1.2 Buyer behaviour and the decision making process in different situations with special
reference to Enviro-Cars Ltd..................................................................................................2
1.3 Role of sales teams in the overall marketing strategy for Enviro-Cars Ltd.....................4
TASK 2............................................................................................................................................5
Sales presentation on Apple watches.....................................................................................5
3.1 Aligning sales strategies with corporate objectives in Plastic Products...........................9
3.2 Importance of recruitment and selection procedure for Plastic Products Ltd................10
3.3 The role of Motivation at Plastic Products Ltd..............................................................11
3.4 Organizing sales activities in order to control the sales output in Plastic Products Ltd.13
3.5 Use of database in effective sales management.............................................................14
TASK 4..........................................................................................................................................15
4.1 Opportunities for selling internationally into India........................................................15
4.2 Opportunities for using Exhibitions/Trade-fairs in India...............................................15
4.3 Sales Plan for a product category of Curry’s in India....................................................16
CONCLUSION..............................................................................................................................17
Appendix........................................................................................................................................18
REFERENCES..............................................................................................................................20

INTRODUCTION
Sales and operational planning is a process which aims at balancing the company’s
demand and supply. It is linked with developing effective planning and provides monitory plans
for the business. In this report, first task is about Enviro-Cars Ltd. which is a successful
electronic car dealer. Recently, the sales for new and second hand cars have reduced and they
want to improve their promotional activities and require developing strategies for increasing the
sales of company (Gray, 2007). Moreover, third task is about Plastic Products Ltd. which
produces plastic cups, knives, teaspoons, etc. for catering industry which wants new employees.
Further, it covers recruitment process, role of motivation and sales activities in order to control
the sales output.
TASK 1
1.1 Ways in which personal selling at Enviro-Cars Ltd. supports other promotional
activities
The ways through which personal selling at Enviro-Cars Ltd. supports other promotional
activities are as follows: Personal Interactions: Personal selling enables the seller to have personal interaction
with the buyer. It develops a trust among buyers. Customers can have visual and physical
experience of the product which creates a confidence and a feeling of trust among sellers
(Sheldon, 2006). This is an effective promotional way through which the customers will
tend to adopt Enviro-Cars Ltd. Two way communication: Seller can give his presentation to the customer and can
provide him required information about the service or product which he tends to sell.
Personal selling is a two way communication as it clears all the doubts which customer
has in his mind regarding the product. Better response: This promotional activity is only possible if the seller convinces the
customers that the product is best in the market. While comparing with the other
promotional activities, in personal selling, seller can have a better response from the
customers. Develops relationship: There are different types of customers which the seller has to
face. For such customer, the business applies different types of tools for establishing a
strong relationship with the customers.
1

 Better convincing: In personal selling, customers can demonstrate the buyer regarding
their product (Burrows, Cecere and Hackett, 2012). Moreover, seller can even make
changes in the product according to the requirements that are demanded by customers.
Personal selling is very helpful in promotional activities as customers develop a trust on
the organization as the make changes in their product or services according to the
customer's needs and wants. Changes can be made according to their needs and wants.
Personal selling is communication process in which buyer and seller have direct interaction. As
a result it becomes easy to solve all the issues immediately. Through this way it makes it a way
of effective promotional approach in building up customer's relationship. It is the best way to
reach out the customers, even in B2B context as it involve detailed description of service or
product. In addition to this, it is better and more effective than any other method. It can also
assist sales promotion like sweepstakes, coupons, etc.
1.2 Buyer behaviour and the decision making process in different situations with special
reference to Enviro-Cars Ltd.
Illustration 1: Decision making process
(Source: Marketing & Buyer Behaviour - the Decision-Making Process, 2014)
In decision making, customers go through five stages for purchasing or using a product.
Following are the five steps in which a customer decides whether to use the service or not:
2

 Need recognition: This is the first step in buying process. Without need, there is no
purchase. When the customer finds a problem regarding any product then he tries to find
the level of importance for that particular need (Riley, 2015). For example, when a
customer wants his car to be maintained every month, first and the most important thing
which matters is the price. If the customer perceives that the price is high, then he won't
pay for the service and would not accept that. However, if the customer perceives that
the price provided by Enviro-Cars Ltd. is affordable, then he will go to buy that as he
trusts that company would provide quality service and with this regard, their exist a
positive purchase behavior. Search for information: In this stage, customer will seek the possible situation in
problem (Dougherty and Gray, 2006). Customer will search the information based on
quality of choice to be made. In accordance with the case, in servicing and maintaining
car, customers require plenty of information. There are two types of information for
decision making. One is internal information which is already present in the customer's
memory or the experience that he had regarding the brand or product. Another one is
external information which is obtained from family, friends, etc. This information
depends upon the experience which they had. In case of maintaining or servicing,
external information is suitable and the buying behaviour is affected by family, friends or
close ones. If Enviro-Cars Ltd. satisfies the customers fully then the family or friends
will recommend other people regarding the quality of services provided by them. Alternative evaluation: When customer gets the required information then he evaluates
different alternatives for maintaining and servicing his car. Evaluation is mostly done on
the basis of price, quality and quantity (Bragg, 2005). In case of servicing and
maintenance, customer buying behaviour will bend towards that company which
provides them high quality services at low price. Purchase: The customer evaluates different services which are provided in maintaining
and servicing. He will go for the most appropriate product or service which satisfies his
needs and wants.
 Post purchase evaluation: Once this purchase decision is made, he evaluates that
whether he has made the right decision or not. If he does not get satisfied with the
purchase made then, he will go through the same decision process in the next purchase.
3

B2C sales are to customers and B2B sales are to businesses. At the time of purchasing process
both emotional and rational factors affects. In both the businesses buying behaviour is different.
In B2B all the products are bought in order to welfare of the organization. On the other hand,
B2C involves individuals who buy the product for their own consumption. According to the
service they provide both individual and organizations buying behaviour will be different
according to the product they are interested in. There are various factors which affects the
buying decisions in both B2B and B2C such as price, size of consignment, purchasing & sales
process, purchase decision, benefits from products and value of brand image. For example, In
case of B2C, when a customer wants his car to be maintained every month, the most important
thing which matters is price. If the customer perceives that price is high, then he won't pay for
service and would not accept that. In case of B2B, the business buyers are always constrained by
using bid purchasing procedure (Marketing & Buyer Behaviour - the Decision-Making Process,
2014).
1.3 Role of sales teams in the overall marketing strategy for Enviro-Cars Ltd.
Sales team plays a vital role in raising the business profitability. Enviro-Cars Ltd. has
defined their employee’s roles which reflect the services and performance provided by them.
Sales team plays an important role in Enviro Cars Ltd. over all business strategies.
Implementing, generating and carrying out different marketing strategies which accordance with
the issues they face. There are several problems like economic recession due to which the
employees of Enviro Cars Ltd. have let the organization and due to which they had to hire
inexperienced employees. Following are the roles of sales team in overall marketing strategy for
Enviro-Cars Ltd.: Market segmentation: This role is assigned depending upon the type of services
provided by Enviro-Cars Ltd. They have adopted personal selling as their tool (Novak,
2005). The sales team is responsible to go personally to the customers and explain the
services which they offer.
 Strategy: Another role is to provide the customers with ample of information regarding
services and needs which company offers. Members of sales team are given with
different areas and are responsible for sale in these areas.
4

 The Best Strategy: According to the current situation of Enviro Cars Ltd in order to
improve their efficiency and performance and in satisfying their customers. Consulting a
market audit is the best way to get information for being successful. In solving the
current issue the firm can adopt economically and environmentally-friendly appealing
cars delivered through competent sales personnel with excellent customer services. Marketing plan: Members are responsible for developing marketing plan for their area.
It includes the promotional strategies adopted like pricing, services, etc. which depends
upon the type of customers that they are targeting.
 Outcomes: Each sales team is responsible to achieve the target given to them. In case a
particular sales team does not meet the expected targets then, it is the responsibility of
other sales team to offer support in improving their performance.
For example, member of a sales team have to go personally at target area to make contact with
target customers and explain the services which company offers. Team member has to give
awareness about company product and also attract the customers towards the product. In
personal selling, sales team plays a vital role in raising the business profitability because they
make direct communications with target customers (Sales & Operations Planning, 2006).
TASK 2
2.1 and 2.2 Covered in Power Point Presentation
5

6

7

8

Speaker Notes
Slide 1
Sales and operational planning is a process which aims at balancing the company’s demand and
supply.
Slide 2
 Apple watch incorporates health oriented capabilities, fitness tracking.
 Have integration with iOS (originally iPhone operating system) and other products of
Apple.
 Apple watch goal was to free the people from their smart phones.
 Available in four variants such as Apple Watch, Apple Watch Sport, Apple Watch
Hermes and Apple Watch Edition.
Slide 3
Design:
 Apple Watch comes in two case sizes such as 42 mm (1.7 in) and 38 mm (1.5 in).
 Includes “digital crown” for input which can be turned to zoom or scroll and to return on
home screen it is pressed.
9