Report

Acknowledgement
In order to do this project I acknowledge a special thanks to those people who support me in
compiling this report without those people this may not be possible to complete.
First of all I would a be rush to thank to the ICBT where I study and I express my sincere thanks
to our lecture Ms. Nirosha who assign this project and guided me to throughout this project.
I would like to convey my inner feeling for all those people who gave their full support and help
me throughout the project. Especially all my friends and classmate, who provided me their
constant support throughout this Project .

Sales Planning & Operations Individual
ALI SAMAH BM/C/43/01 HND IN BUSINESS MANAGEMNT Page 2
Executive Summary
This Report has been prepared for sales planning & operations.
First part of the report details How the above given company use personal selling to support
promotional mix. In depth it explains the effective of personal selling in different circumstance.
Buyer behavior has been explained with two products that are digital camera and kitchen
appliances by comparing customers’ buyer behavior on each product.
Furthermore a role of sales team in given organization has been explained to get more
understanding of sales team. Product life cycle has been suggested as the best strategy that
company can implement in the future which in line with company’s corporative objectives.
Additionally this report also details about the recruitment strategy and selection procedure for
company’s sales representatives by explaining all the steps that involves in recruitment and
selection procedure.
Motivation is defined as the process that initiates, guides and maintains goal-oriented
behaviors. Role of motivation for sales representatives has been explained and remuneration
package for the company has suggested by considering the benefits and bonuses that will include
for all employees. Plan to train sales representatives has been explained in detail with the
activities that can include in training.
Sales structure for company has been designed including sales targets, sales recording and
methods that company use to control their sales activity.
This report willgivesbrief understand of data base that company can implement for their sales
representatives. This data base can include all the details of their products and competitors.
Different promotion method with details been explained under the promotion plan. This report
will also give clear understanding of how the company can expand their business in future to
gain more profit and market share. Company can get a lot of opportunities in future if they go for
internationally. Opportunities for international market have been clearly explained by taking
relevant example. At last and final part of this report consists of the opportunities that company
can get through trade fairs.

Contents
Introduction................................................................................................................................. 5
How they use personal selling ........................................................................................................ 6
Buyer Behavior of Digital Camera & Kitchen Appliances ............................................................ 7
Digital Camera ............................................................................................................................ 7
Kitchen Appliances (Refrigerator).............................................................................................. 9
Roles of sales team within the marketing strategy........................................................................ 11
Sales strategies.............................................................................................................................. 12
Appropriate recruitment strategies and selection procedures. ...................................................... 14
Recruitment............................................................................................................................... 14
Selection procedure................................................................................................................... 15
Role of motivation for field representatives. ................................................................................ 16
Role of Motivation .................................................................................................................... 16
Remuneration Package.............................................................................................................. 17
Training In sales Management.................................................................................................. 17
Sales Structure........................................................................................................................... 18
Database for Elec Company...................................................................................................... 19
Sales plan to promote Products..................................................................................................... 20
Expanding Business .................................................................................................................. 21
Opportunities for selling internationally....................................................................................... 22
Opportunities for using exhibitions .............................................................................................. 23

Table OF Diagrams
Figure...1 ……………………………….. Page 7
Figure...2…………………………………Page 10
Figure…3 ……………………………….. Page 14
Figure…4………………………………. Page 22

Introduction
Sales planning & Operations is known as aggregate planning, is a process where executive level
management regularly meets and reviews projections for demand, supply and the resulting
financial impact. It is a decision making process that makes certain that tactical plans in every
business area in line with overall view of the company business plan.
This report is based on the consultancy for Elec Company Sri Lanka. This report suggests
certain plan that Company can implement in future as well as this report also consist of their
current strategies.

How they use personal selling
(The company above mentioned used advertisement through media only)
Personal selling is one of the most main techniques that has been used to promote product
or services in now a days. There is thousands of advertisement that we see in our daily
lives. Through T.V and Social Network that company’s use to promote their products.
But this advertisement doesn’t give enough information to the consumers. Apart from
advertisement personal selling consumers get more information that they doesn’t get
through advertisement. Personal sellers visit to customers home and they show the
demonstration to the customers, which end up with good relation among the consumers
and seller s well in this process sellers are able to sell their products by negotiating
customer’s needs.
If there is a professional personal seller he/she can promote company’s product in an easy
way by convince customers.
If company start to use personal selling they are able to save money and save time,
because they need to spend a high amount of money to advertise their products and some
time these advertisement are not accepted by consumers. This situation has faces to many
people. As for this report after some researches one of the customers has shared her
experience. She says that she bought a cream that saying that it will make fair in two
week time period and also in the same advertisement they promise that they will give
money back if those thing not happen. After purchasing this product within two weeks
period it doesn’t show any result so she went the Store and they told him that now they
can’t give the money back as they have a certain date and that is already gone. So it
shows clearly that they haven’t ever mention that they will be giving money back for
short time period and because of this these kind of problems arrive and it gets
disappointed to customers and they also avoid this advertisement’s and company’s
product. But if personal seller is there he/she might give all the details to customers and
avoid those kinds of situations.

Buyer Behavior ofDigital Camera & Kitchen Appliances
Customer behavior is the study of when, why, how, and where people do or do not buy product.
It blends elements from psychology. The thinking of each people and their wanting and need is
differ from another.
Digital Camera
Kodak AF 3X
Product Features:
10.2 MP for prints up to 30 × 40 in. (76
× 102 cm)
3X optical zoom
Smart Capture feature
Easy upload to YouTube™ or KODAK
Gallery
Li-Ion rechargeable battery and AC
adapter for charging included
Blur reduction
KODAK PERFECT TOUCH
Technology
Price : 20,000 ( LKR )
Nikon COOL PIX S4200
Product Features :
Mega Pixies : 16.0 MP
Model S4200
Optical Zoom: 6x
MPN: ebay_NIKONCOOLPIXS4200RED
Screen Size: 3"
Type: Point & Shoot
Color: Red
Price : 36,0000
Figure……….. 1
There are several factors which influence buyer behavior decision making. Some of the factors
are social influence, price consciousness, Mass media influence, life style influence & brand
loyalty.
In the above table it shows two different brand of camera with their features. If we look at the
mega pixel Kodak it is mega pixel is 10.2 and in the Nikon it has 16.0 mega pixels.

As we known that there are many consumers who will go for Nikon because it is having high
M.P as people are continuously looking for quality of the photo.
But differ from customers; there are some customers who are very price consciousness. Those
customers will be only looking for the price of the product they would go for Kodak because that
product is low price among of both.
In another hand many consumers are concerning about the optical zoom of the camera. Many
buyers will be looking for optical zoom of the camera as they consider it as very important
feature. An example if there is a football match and the supporter want take some snaps , having
long distance zoom camera will help them to capture it more clearly. In the above camera the
highest optical zoom is in Nikon with 6x.
Technology also influence for buyer behavior decision making. Most buyers are very fond of
technology within this point they would also go for a camera which is having advance new
technologies, like touch screen.
Some buyers are very much influenced by family or friends. This might happen if the friend or
family member is having digital camera than he/she influence them to buy the camera.

Kitchen Appliances (Refrigerator)
Figure…………………….. 2
In the above table it shows the two types of refrigerator that is selling by Elec Company.
Hitachi
Electronic Control
4 Temperature sensors
Inverter Fan
Electric Damper
2 Temp Control Dial for Freezer and
Refrigerator
Forefront Jet Freezing
Minus-zero Cooling*
Free Layout Movable Twist Ice Box
Tempered Glass Shelves in Freezer and
Refrigerator
Big Crisper
New Streamline Handle design
Lock and Key
Samsung Refrigerator
15.8 cu. ft. Refrigerator Capacity
External Filtered Water/Ice Dispenser
2 Humidity Control Crispers
5 Tempered Glass Shelves
6 Door Bins
Dairy Bin

When it comes to refrigerator, customer’s will be very much concern to buying the
quality and branded refrigerator. For these kinds of buyers they are not much worrying
about the price of refrigerator. They will be always looking for the quality of it, whether
the price is expensive or not.
Many buyers also go through some features in refrigerator while they are buying. Most
important factor that every consumers concern about is the space of the refrigerator.
These buyers’ believes that having more space will be easy and they can keep more
items. As in the above two refrigerator it shows one refrigerator is having more space
compare to Hitachi refrigerator.
There are certain buyers who want use refrigerator in the easiest way that they can. For
people like this they will always go for auto ice melt refrigerator. The main reason they
are looking for this is because having auto ice melt will make their job easy instead of
taking time to clean ice.
There are many people who were very much influenced by media. These products are
advertised through media every day at several times. These advertisements consist of all
information regarding the products and features of the products.

Roles of sales team within the marketing strategy
The main role of sales team is to build a good relation with customers and generate income. To
follow this they need to follow up certain standards that are required by company. To build good
relation with customers, sales representatives will be engaging customers at all the stages of the
relation. New customers need interaction and opportunity to learn about products. Within this
point current existing sales team should try to build good relations with new customers and
provide necessary information to increase the consumer’s awareness about the product. When it
comes to existing customers sales teams need to give more priority to them by increasing
customer’s satisfaction by making sure that the shops where the consumers bought electronic
items from is providing proper after sales service. Sales representatives also need to identify the
factors affecting the decision of customers when selecting a brand thereby they need to make
awareness about the brands. Furthermore these sales representatives also need to have a clear
understanding of their products, History of organization, Suppliers and also they are required to
know how to operate their products while they are facing to their consumers. They also need to
know their distribution channels through the market and they need to have market intelligence.

Sales strategies
(It’s assumed company’s market objective and sales objective)
Company’ Corporative Objective: To become a market leader in electric and electronic items
Sales objective: Sell 1,200 more units per month individual sales target: each sales person need
to sell 60 extra units per month.
After go through the above given scenario of Elec company, it seems that company’s current
sales strategies is not very effective for the company and their employees. In order to expand
their business they need to revise their current sales strategy. For effective sales strategy they
need identified in which stage of life cycle their products are in. In order to increase the sales
companies need to identify each products stage in their life cycle. If it’s a newly introduced
product than sales strategy should differ from other products.
If the product is in the introduction stage then the company needs to give high priority for
advertising. Because the market share is low and people are not aware about the product. To
gain market share and gain popularity among people, they can advertise about their product.
There are different techniques that used by different company in introduction stage some use
penetration and skimming strategy. In penetration strategy company can set their price highly
and then gradually lowered over time. This strategy can be effective if they are having few
competitors. Under skimming strategy company can set their prices at very low at the beginning
and gradually increase them. This strategy could be useful if there is lot of competitor of the
product. To promote the products, they can use social network and other areas where more
people gather. Public awareness is very important to the success of the product.
Growth Stage: In the growth stage products like will start to grow. In this stage huge amount of
money should be spend on advertising. Further need to proof to customers that company’s
product is the best product in the market compare to competitors. Company can use different
ways to advertise their product through social network, radio, T.V, News and even can use
billboards.
Maturity Stage: In this stage company’s product is in the maturity stage. In this stage there will
be very high growth of sales and high profit. In this stage market share will start to increase and

company need to persuade customers that the products are the best quality in the market. In this
stage should give more priority customer retain otherwise product will be in declining stage.
Decline Stage: in this stage the company’s product will start to decline. The best way is reduce
the cost of the products in declining stage. Otherwise it’s difficult that product to exist in the
current market and they are will be fear of losing their current customers.
Figure …….. 3

Appropriate recruitment strategies and selection procedures.
Recruitment
It is always important organization to implement effective and successful recruitment strategy.
To implement such a strategy it should cover following criteria’s:
Identifying & Prioritizing Jobs: Requirements keep arising at each levels in every
company. It is not easy to fill all the positions in the organization immediately. Therefore
it’s important to find the position requiring immediate attention and action.
First they will decide which job is vacant in the organization and which job they have to
give more importance. Whether, it is a vacant job of sales person or person from finance.
Candidates to target : the recruitment process only be effective if company is able to
identify the requirement of the type of candidate that are required.
If the company is looking for sales representatives they will be always looking for the
candidate who is having a good communication skills and the candidate should be very
attentive in personally. The person that company is selecting must be capable of travel
long distances.
Experience Level: this strategy will clearly show, the experiences that they required for
the job and what level they need experience.
If the company is going to select a person they need to make sure that the person they are
selecting should from business field. If the person is from business field than he/she at
least should have 1 or 2 year experience. This required experience because these things
can do the people who are having experience. If not company might faces problem by
selecting peoples without Experience.
Category of the candidate :under this strategy it will shows what kind of candidate
organization is looking for and whether that person should be from same industry or not.
The person that they are going to select should be having good personal skills.
He/she should have computer knowledge and operate it.
He/she should have good punctuality.

Once the company has identified their job description than they need to advertise or published
their job description through newspaper and television. It’s very important to publish
advertisement in the leading newspapers that all people will read. Because publishing
advertisement for small budget newspaper may not be much effective. Also they can publish job
description in public places notice boards and they can give brief information about the company
while publishing. More than this company can publish their job advertisement in their office
notice board. The reason is there will be employees who are also interested internally for the job.
Selection procedure
Once the company has implemented recruitment strategy, then they receive CV from Candidates
than they need to call the best 10 Candidates on the date that they fixed. At first all candidates
will fill the application form which needs the data of employee’s personal information and other
details. After this they will be interviewing to the selected employees by division head and senior
managers. Once interview isfinished than, they can contact the reference that candidate provided
in he/her CV. Through contacting them they will get information about the candidate and their
personal behavior. The last and final step of selection procedure is to give the offer letter to the
best suitable candidates.

Role of motivation for field representatives.
Role of Motivation
Motivating is the base of any successful organization. If the employee is motivated he/she will
be very relaxed to work and there is no tension them to worry.
Currently company is not providing them any other commission or any other benefit more than
basic salary. To motivate the employees company can provide them commission as per their
performance. An example if the sales representative sells the maximum products within one
month, he/she will be providing commission in the end of the month. Within this commission
they can also provide a trip to foreign country for sales representatives’ Respective family.
Since, they are on sales trip it is very important company to provide them a mobile phone that
consist of Google map application. The main purpose of this would be motivating them. If they
are having a Google map in their mobile phone it will be very easy them to reach to customers as
well as they can travel easily. Moreover company can provide them all the travel expenses by
providing them a travel expenses.
Company can also select the employee of the month.

Remuneration Package
“ELEC PACKAGE”
Elec Company can come up with a remuneration package in future. Under remuneration Package
Company can implement health insurance for every employee& their family members.
Implementing this insurance can be benefited to employees, as employees can always receive
treatment without paying for this insurance. This package includes all employees are entitle for
New Year & Christmas bonus. This package also includes phone allowance for every sales
representative. Food Allowance & Accommodation is also included in this package.
Training In sales Management
Training is one of the important that organization need to provide for their employees. By
providing trainee to employees will be benefit for employees future and there will be high
growth skills of employees. To conduct training, Elec Company can hire a consultant that is
having experienced in related field. The best way would be conduct training within every 6
months. They need to refresh employee’s mind within 6 month and need to ensure that they are
on right direction always. In this training they can give information to all the employees about
sales management and make more awareness to them about sales management. They can also
give explain them the professional way they can deals with customers. Since they are sales
representatives, in this training they can also include areas of communication. Within this point
they can also teach to handle different situation while they are dealing with customers.

Sales Structure
In Elec Company there are 10 sales representatives who go in filed visit to sell their products to
shops. There products range includes of kitchen appliances, home theater system, refrigerators &
personal computer with some other electrical items. First fall company need to identify and
clarify current structure. In order comes up with good sales structure gather a task force for this
project. Involve most of the inside full sales people and some managers. They need to revise
their product details before they go to field visits. Currently there is a data base that existing in
the head office, whenever sales representative before goes to field they can sign in to the data
base. Managers need to ensure that sales representatives are on time to the work. Within this
point if there are any absentees, sales representatives are required to inform the manager before 1
hour of their duty. While on the field visit if they have any problem or any difficulties they have
to inform manager. On the duty when they sell a product they are supposed to inform their
manager. Within every week they can conduct a meeting with all the sales representatives. In
this meeting they can revise the sales they make in the week and they can come up with a plan
that the things they are going to do in next week.
Sales Recording
After their duty sales representatives are supposed give the summary of sales to manager. In the
company they have databases which have all details about their sales and other details. They
always enter all the details in to respective sales representatives’ database. Once they enterthese
details in head office managers will generate report and send it to the other important party’s. As
mentioned earlier this sales report will include all summary of sales activity for that day.
Through this it can be helpful for decision making.
Ten sales representatives are divided in to ten divisions. Each of them will be working on
individually and they have to report to the manager in the head office. Manager will be reporting
to head office.
Job description for sales person is also very important under sales structure. It does not mean the
paper that describes job description. They are observing whether the person is following the
things that are in job description. Company conducts training for their employees in every
month. Conducting training effect employee’s behavior and it also provide more knowledge

about sales management. As mentioned earlier that company’s current target is to Sell 1,200
more units per month individual sales target: each sales person need to sell 60 extra units per
month.
Methods tocontrol salesActivities.
Control mechanism is methods of managing variables in desire way. Control mechanism can be
done through appraisal system. It provides an assessment of current performance and against
future improvements. Training can be established through this system. First of all target are set
based on employees job description. The targets should be SMART. The time period of appraisal
system need to be set as for the sales person weekly appraising would be good.
At the beginning of the week the sales manager need to explain the targets clearly to the sales
representatives. It’s important to supervise regularly every day. At the end of the week their
performance need to be revised. In the review session sales manager need to explain them how
they have performed in the last week and how much they have achieved in their target.
If there performance is not good then sales manager or supervisors need to ensure to give them
the training and they can try to motivate them on their target.
Database for Elec Company
In the above given scenario it founds out that Elec company’s sales activity is not going on right
direction. Furthermore it also found out that sales representatives are having troubles to report to
sales manager who is located in the office. The best way company to come out of this situation
is to use a database system. As mentioned earlier that the company can provide a mobile phone
for every sales representative. To use effective database, company can use software that can store
all the details about the company stock and other important details. Through this database, Head
office can enter all the details in the software. This database will alsoconsist, Current Stock,
details about all the products, guarantee of the product and all the details of sales representatives.
This data base will also Consist the details of customers and their shops as well as the details
about competitors. Once they enter all these details to the software they can install this to every
sales representatives phone. For each sale, representative can update the data base so that they
remaining sales will be clearly seen. In the end of the day if anyone want check the summary of

sales they can check it with the name of sales representative. So there won’t be any difficulties
for them if they are having this information added to their database.
Currently as all know company collected data and store data in their system in head office. But
if company can implement this database in future they can collect and store more data & increase
market share. Hence, this can be used for better decision making.
Sales plan to promote Products
Currently there is very high demand for Elec items in Colombo region. Since, there is high
demand in Colombo Region Company can expand and give more priority to the customers who
are located in Colombo. Within this point they need to know what customers are expecting from
their products.They can focus more on Colombo area and can come up with a plan for their sales
representatives. Currently their sales target for sales representative is to sell 60 units in month.
But in future they can increase 10 units more for each sales representative. In order To do this
the can do small research on buyers preferences for electronic item. Based on this research new
products with the features customer needs can be introduced. Opening stores where more
customers located can be also very good option that company can go in future.

Expanding Business
Expanding business is one of the tools that small and large scale business that use. But
expanding business can be a risk activity as well. Sometimes it will not get the profit company
expected by expanding business.
There are many competitors of Elec company compete ting in the current market. If the company
is going to expand their business in the future they need to analyze internal and external
environment. The best approach to expand Electronic and electric item is opening a Company
stores in Colombo. This store should be easy and accessible place for customers. In the store they
can include all the available products that they are having now. The best suitable location to open
this shop could be in the most populated area. If the company is able to earn good profit after
open this store than it will shows that, company have more chances to expand the business.

Opportunities for selling internationally
To sell the products internationally company can setting a website promoting products
information, or using web to research distributes internationally and make good communication
with them. For this company can launch their website. In this website they can include all details
about their products and company. They can target this website for Sri Lanka and foreign
countries.
If the company is able to use this method in future then there will be very good opportunity for
company.
At first they can increase their revenue and they can also increase their profits.
They will get more opportunities for growth for the company
Brand name will be famous. If the company launches a website like this for
internationally obviously there will be lot of people who will be familiar about this brand
and they can also convince their friends and family about company’s brand.
Through this company can also increase their customers and there will be high demand for their
products.
It will be easy them to go to open a store internationally in future.

Opportunities for using exhibitions
It is very important to go for a trade fair to get more sales and gain market share in the existing
market. If company is planning to go for a trade fair they need to make sure that they are having
enough products that they are going to show in. Before that they need to go for trade fair they
also need to implement a plan. This plan should consist of all the activity that they are going to
do in the trade fair. Trade fair could be best place them to promote their products. If they go for
trade fair and open a stall in trade fair they will be getting many opportunities. In this trade fair
they need to ensure that their products are one of the best products in the trade fair. Through
these trade fairs company can get new customers and networks. They will be meeting different
customers from srilanka and form abroad. Company can also learn the weakness of their
competitors through this trade fairs. Within these trade fairs company can increase people
awareness about their products by giving more details to them.

Conclusion
Personal selling can be one of the best options that company can use to promote their products. It
can be very effective if the company is able to use it in the right way. Through this report it’s
found out that buyer behavior differs from products to products. This report highlighted some of
the important decision that buyers take when they going to buy a product. After going in depth of
roles of sales team it shows clearly that their main roles is generating income and build good
relation with customers effectively by using their maximum knowledge.
After suggesting Product life cycle for the company it found out that they need to ensure that
which stage of life cycle that their current product is.
In the second task of this report under recruitment and selection procedure it found out that
company should have a clear job description with details and there should be effective plan while
there are going to hire and select employees. The employee also should be capable for their job.
As a consultant, advice has been given to company by which activities that they can do to
motivate their employees whether providing them their food and travel expense or providing
them the phone that installed Google map.
Elec package can be very good remuneration that company can implement in future. Through
this report it shows that training is very important for all the employees in the organization
whether it is on job or off job training if they conduct it effectively for all employees.
Data base is very important for Elec Company in future to gain high market share and to make
high profit.
Expanding business could be very good idea for Elec company in future in order to do this, they
need to make internal and external environment analysis before they expand their business. In
the current world there are many opportunities that company can gain in international market and
this report suggested that if company goes international the best way is to launch a website for
international customers. At last and final this report shows different opportunities that company
can gain in trade fairs.

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