Sample on Sales Planning and Operations

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Sales planning and operations

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INTRODUCTION
A sale planning is a key skill that all sales people must have. With the help of having
appropriate sales Strategy Company can develop better business plan and enhance their
market share. Sales and operation planning is another most important concept as well as
month based business process that helps in achieving balance between company’s demand
and supply (Chopra and Meindl, 2007). The present report is based on three different cases of
sales planning i.e. Enviro cars Ltd, plastic product Ltd and Currys (Dixons Carphone). All
three scenarios present various roles of sales planning as well as its effectiveness for the
companies. It helps in determining the role of personal selling in overall marketing strategy
as well as role and objectives of the sales management.
TASK 1
This task is based on the scenario of Enviro Cars Ltd in which Jack & Thomas run a
successful partnership business in electric car dealership in England. Recently they are facing
problems that sales of new and second hand cars have been down. Another major problem is
that several experienced sales staff has left and the current sales personnel are mostly
inexperienced. For this, they are planning to recruit competent sales staff in order to reinforce
their business by delivering environment friendly and economically appealing cars.
How personal selling at Enviro-Cars Ltd supports other promotional activities
Enviro Cars Ltd can move forward and resolve all their current problems by the way
of using personal selling tactic. It helps them in improving the effectiveness of the company’s
sales personnel in areas B2B and B2C. One of the key aspects of any company is making

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better promotional activities. Personal selling can also be defined as a person to person
communication process. In order to improve the effectiveness of company’s sales personnel
personal selling is the best option (Umble, Haft and Umble, 2003). It supports all the
promotional activities of company by the way of reaching or communicating with customers
personally. It is the best effective option in which presentation to a potential customer is
performed in person. It is the best effective way through which a person can make the
awareness of the product towards a purchase. It highly supports the overall promotion of
product through face to face interaction. In such as way, explanation about the product can be
given in a more appropriate manner to all the customers. In addition to this, it also enables the
bank to gather market information as well as feedbacks. With the help of personal selling
Enviro cars can deliver excellent customer services. They can promote their products and
give them whole information as per their needs and concern (Bradley, 2005). One of the most
important advantage of using this technique is that even though the products as well as cars is
not purchased by the customers, the sales person gets to build a good relation. Further, it can
be stated that it is the best way through Enviro cars Ltd can easily resolve their current
problem of decreasing sales and maintain the effectiveness in their business operations.
Personal selling is a two way communication process. Hence it becomes easy to
rectify any mistake immediately at that point of time. Its interactive nature makes it the most
effective promotional approach for building relationships with the customers. It is particularly
seen in the business to business market. Through personal selling, company can reach easily
to those customer who are not reached through other methods. Personal selling can also
assists in sales promotion as things like coupons, sweepstakes etc can be provided at the time
of personal selling.

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Comparison of buyer behavior and the decision making process in different situations
at Enviro Cars
Customers of Enviro cars can be divided into different categories i.e. individual car
customers as well as organizational customers. The whole buying behaviour of customers
depends on their decisions based on the purchasing. Consumer behaviour is the process in
which customer can take varied decisions regarding product. Different decisions about the car
purchasing can be taken by customers who totally satisfy their needs. People are having
different needs and demands for maintenance and servicing of their cars. There are different
characteristics of individual consumer such as demographics and behavioural variables
(Olhager, Rudberg and Wikner, 2001). There are different criteria selected by different
people as per their satisfaction and needs. A young person likes to purchase more advanced
features cars whether older people use to purchase a car which covers low maintenance costs.
Further, buyer behaviour is based on the needs of consumers and they can take varied
decisions on the basis of this.
B2B sales are to businesses while B2C sales are to consumers. Most of studies defines
that both emotional and rational factors are brought at the time of purchasing process. There
is different buying behaviour of customers for both of the business industries. B2C decisions
highly involves thousands of individuals as well as families buying for own consumption. On
the other hand, B2B decisions involve considerable less people buying as a group for the
organization. In addition to this, B2B buyers are now more professional than ever in the past
while B2C buyers although more informed than in the past. It is having huge implications for
enviro cars ltd as at the time of considering two services such car servicing as well as
maintenance available at Enviro Cars, buying behaviour of customers from both individual
and organizations differs according to the product they are interested in (Monat, 2011).

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Analyse the role of sales teams within marketing strategy
One of the major problems faced by Enviro cars Ltd is inexperienced sales staff. Due
to this, they are facing various problems in their business. They need to recruit best sales staff
personnel for their firm so that they can deliver environmentally-friendly and economically
appealing cars with excellent customer services (Ashford, 2007). Sales team plays a major
role in the overall marketing strategy of Enviro Cars Ltd. They are responsible for generating,
implementing and carrying out various marketing strategies as per their corporate strategies
due to the current problem faced by them. Due to the economic recession, they are facing
several problems among which several experienced sales staff has left and the current sales
personnel are mostly inexperienced.
• Analysis of current market: One of the major roles of sales team is to go through the
appropriate conversation with potential or existing customers. With the help of this,
sales team is able to gather various information about the current as well as prevailing
This is a sample on Sales planning and operations,
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trends, competitor and customer feedbacks on current services (Spiro, Stanton and
Rich, 2003).
• Sales forecasting: Another major role of the sales team is to determine the future
sales of company. In order to do so it is necessary to go through the proper allocation
of all the resources as per the future forecast. With the help of this, company can
easily achieve their set of market objectives more appropriately.
• Adoption of best strategy: By going through the current analysis of market as well as
present situation Enviro Cars in improving the effectiveness of their services and
providing appropriate services to their customers as per their desire. It is the best way
through which information can be utilized when conducting a successful market audit.
In order to overcome with the current situation of less Workers Company can easily
reinforcing the idea of ‘environmentally-friendly’ and ‘economically’ appealing cars
delivered through competent sales personnel with excellent customer services.
• Selecting marketing strategy: It is another most essential responsibility of the sales
team to consult the marketing team and prepare most suitable strategies for their firm
(Arnould, Price and Zinkhan, 2002). They are the one who understand the consumer
requirements and whether the strategies are realistic or not.
TASK 3
This task is based on the case study of plastic products ltd which serves in response to
the changes taking place in the catering industry. They produce and markets plastic cups,
teaspoons, knives and forks for the catering industry. Due to the increasing growth rate and
opportunities within this industry Jim Spencer recommend to Bill Preedy, the general
manager that the present sales team of two regional representatives be increased to four.

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Further, the present case is totally based on the recruitment of well trained sales team which
helps plastic products in gaining better growth within their industry.
How sales strategies can be aligned with corporate objectives in Plastic Products
Corporate objective of the Plastic product is to produce high quality markets due to
the increasing growth of fast food sector. In order to provide high quality products and
services to their customers and enhance their market opportunities as well as growth in
supermarkets it is essential for them to have an appropriate sales strategy (Azevedo and
Sousa, 2000). With the help of this, company is able o go through the appropriate strategies
related to the supply, production as well as production and properties of plastic. There are
mainly 4 steps through which Plastic products Ltd. Can easily align their sales strategy with
corporate objectives such as:
• Understand strategy: They need to ensure a clear understanding of strategy
companywide. It is essential for sales force to understand the appropriate company’s
strategy as well as their role in helping the company to achieve its strategic objectives.
It can be easily defined that if Plastic product limited is easily understand the
requirements of their customers they are able to provide them high quality services.
This strategy is highly aligned with their corporative objectives of plastic products as
they are going to recruit all those people who are familiar with plastic products. It is
the only way through which they can provide high quality market within food sector.
(Ingram and et.al, 2012). He/she must have appropriate knowledge about supply,
production and properties of plastic and are likely to talk the same language as other
people working at the firm.
• Monitoring of plan: Another major step is known proactively monitoring plans for
misalignments. For this, dedicated sales force or team needs to review the whole plan

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on continuous basis. With the help of proper monitoring of plan they are able
determine the potential indicators of strategic misalignment and continually monitor
them. It is the best way through which they are able to attain their corporate objectives.
• Defining exception criteria: A compensation plan need to be prepared in order to
enforce the inviolability of the present strategy (Chopra and Meindl, 2007). As per the
objective of Plastic product they want to provide fulfil the needs and demands of
customers and produce high quality markets due to the increasing growth of fast food
sector it is quite essential for them to set their consumers expectation criteria.
• Plan effectiveness: Rather than selecting and spending so much time on managing
day issues they must have to select one best strategy through which appropriate
evaluation can be done. Plastic products can evaluate their strategy’s effectiveness by
the way of appropriate monitoring and recruiting experienced and trained staff
members. It helps them in achieving the expectation level of their customers as well
as attaining their corporate goal.
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• Further, above gives stages are the most important way through which sales strategies
of Plastic products can be aligned with their corporate objectives. All the above given
strategies are aligned with the objectives of company.
Explain the importance of recruitment and selection procedures
In order to overcome with the problems currently faced by Plastic products Ltd it is
essential for the sales manager and general manager of company to take several decisions
regarding their recruitment and selection process. Due to the increasing consumer needs and
demands as well as increasing growth and opportunities in the fast food sector plastic product
ltd need to recruit best sales personnel’s for their firm (White and Druker, 2013). Preedy the
general manager of company believes that new recruiter should be familiar with the plastic
products so that they can sell all these products more appropriately and effectively. In
addition to this, they must be familiar with supply, production and properties of plastic.
Further, it can be stated that it is essential to go through the appropriate recruitment and
selection process for company in order to respond towards the changes taking place within
the catering industry (Umble, Haft and Umble, 2003). With the help of new recruits they can
go through the selling fast moving consumer’s goods and easily attain the growth
opportunities and provide disposable eating utensils, which would save on human resources
and allow the speedy provision of utensils for fast customer flow. In case of having best
sellers they Plastic product can enhance their sales margin. At the time of recruitment it is
essential to check their past experience within the same area of field. It clearly defines that
individual is able to perform all their tasks more efficiently with the help of their past
experience. It also help company to produce better services as per their consumers needs and
demands and enhance their customer base as well.

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Role of Motivation at Plastic Products Ltd and role of Remuneration and Training
Being in the field of fewer facilities as well as constant rejection sales team or an
individual might feels demotivated. Due o this, company need to provide them appropriate
motivation in order to enhance their performance. Motivation is one of the most important
factors which help individuals in performing all their tasks more effectively. Plastic products
ltd can easily grab several opportunities within the catering industry if their sales force
perform all their tasks appropriately (Kjellsdotter and Jonsson, 2010). For the sales
management team two of the most effective motivation techniques are training and
remuneration.
Plastic Products can inspire from Maslow theory of motivation for motivating its
employees. The theory is based on the concept that one need is fulfilled an individual moves
to another one. Company can apply it in the following manner:
Biological needs- It includes needs like air, food, drink, shelter etc. Company can
offer basic needs to its employees such as shelter, food, air, water etc.
Safety needs – These are related to offering a safe working environment for the
employees. There should be law and stability within the company.
Social needs - It is about providing a very warm and pleasant working environment
where employees can get the chance to prove themselves and show their talent.
Esteem needs – It is about giving rewards and recognition to the staff for their
contribution towards the company.
Self-actualization needs –Employees can be given the opportunity to realize their
own potential, personal growth, self-fulfillment etc.
By providing better remuneration award as per the experience, skills and market Rate
Company can appraise and reward the best and train people who are behind the margin. They

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need to maintain transparency and accuracy by the way of taking supervisory advice on the
appraisal method. It is considered as a most effective motivation tool through which
performance of sales force can be enhance. On the other hand, general manager or sales
manager needs to prepare the training plan for new recruits. They can develop their personal
development plan as well as job training plan (On the job/off the job). Under this, they can
provide the, leadership training as well as lectures and seminars, role playing, job rotation,
case studies etc (Thomé and et.al, 2012). These are the most common technique through
which company can motivate their employees and enhance their sales target as well as market
share.
How Plastic Products Ltd. can organize Sales activities in order to control of sales
output
In order to control of sales output it is essential for Plastic products Ltd to organize
appropriate sales activity. Due to the increasing growth rate of fast food sector it is essential
to go through the three kinds of sales forecasting:
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• Short term forecast
• Medium term forecast
• Long term forecast
With the help of setting appropriate sales budget company can set proper direction for their
targeted sales. With the help of this, they can improve the profitability of company.
Organizing sales activities and controlling sales output can be set by:
Features: Plastic products Ltd nee to plan their sales budget around the competition within
the food industry, availability of material and cost of distribution as we as government
control (Oliva and Watson, 2011).
Significance: Appropriate sales budget controls the finances allocated for achieving sales
targets of a company. With the help of planning this sales activity company can easily actual
sales performance and the budgetary sales performance.
With the help of above steps company can easily control their sales output. A sales budget also
helps the company in achieving its sales target. They can prevent the sales losses and provides a
basis for sales evaluation (Novak, 2005).
Structure – The structure can be formed which will provide guidance to the sales force and
bottom line of the company can be affected. It will help in controlling and coordinating the sales
process and activities of the salespeople.
Sales territories - These are the customer groups or geographical districts for which the
individual sales people or sales teams holding the responsibility. This will help in creating
balanced sales territories.
Sales Quotas – The sales goals are commonly stated in terms of quotas. It is a kind of minimum
sales goal for a selected time period. While setting the quotas, the managers are required to
compare the results to past performance.

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1 2 3 4 year
Budgeted
sales item
30,000 70,000 90,000 50,000 300,000
Selling price
per item
50.00 50.00 50.00 50.00 50.00
Total sales 500,000 1500,000 1800,00 900,000 5,000,000
Percentage
of sales in
the period of
sales
80%
How effective Sales Management can be supported by the use of databases
With the help of carrying out appropriate database software purchase products can easily keep the
record of all their data as well as information about their consumer. They can maintain the data
regarding their purchase as well as paid bills. Sales management can be effectively supported by
the database software as it allows company to store their information about the target audience
both current and future (Wallace, 2004). Sales people are quite busy people and with the help of
such type of database software they can properly schedule various meetings and also maintain all
their contacts in an effective manner. In the direct sales and marketing it is the most important
way through which company can acquire new customers.

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TASK 4
Sales Plan for a product category of Curry’s suitable for China
Curry’s can easily go through their business expansion in China as and they can easily
operate retail services within this country. With the help of business expansion in China they
can easily grab several opportunities for selling their products such as home electronics as
well as household appliances (Ribb and Pride, 2005).
PRODUCT PRICE TARGET
CUSTOMERS
PROMOTION DISTRIBUTION
CHANNEL
Home
electronics
High Business class
people and
individual
customer
Advertisement
through social
media
Physical stores in
different locations
of China
Household
appliances
Low Household
females
Newspaper,
televisions
Physical stores in
main city area of
China
At the time of developing sales plan company must go through the several steps such as:
• Identify the particular sales objectives
• Enhancing the existing customer base
• Appropriate structure for the sales team
• Roles and responsibilities of the each persons
• Selecting the target customer
• Deciding the budget for the advertising related expenses

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• Implementing the designed plan
• Taking the corrective actions
Opportunities for selling internationally into China
There are various opportunities for Curry’s to selling internationally. They can easily
expand their business within the China as it is the fastest growing emerging markets in the
electronics (Olhager, Rudberg and Wikner, 2001). There is wide range of opportunities for them
to enhance and grab the potential market share within the same field. Curry’s British electrical
retailer can sell their home electronics as well as household’s appliances within the emerging
markets. It is the most effective way through which they can develop positive image of their
business firm in the mindset of respective buyers. Through this, large number of buyers can be
attracted towards the firm. It somehow helps them in increasing their market share as well as
developing their consumer base as well (Sheldon, 2006).
Opportunities for using Exhibitions/Trade-fairs
With the help of using trade-fairs and exhibitions as their strategy Curry’s can easily
advertise to their target market and create proper brand awareness. Exhibitions are open for
all through which customer base of company can easily increased at the time of international
expansion. This provides you them a platform to promote their product or service to a broader
group that may have little or no knowledge of your products and services (Azevedo and
Sousa, 2000). Being involved in a trade show or exhibition can provide them several
opportunities to branch out to business-to-business trading and create a customer database
from the visitors.

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CONCLUSION
From the above report it has been concluded that companies need to manage and
recruit appropriate sales team so that they can achieve higher market share and easily
generate more revenues. Sales force plays a major role and companies can easily improve the
effectiveness among all their business functions. They must be motivated by providing
appropriate training and remuneration.
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REFERENCES
● Arnould, E. J., Price, L. and Zinkhan, G. M., 2002. Consumers. McGraw-Hill/Irwin.
● Ashford, R., 2007. Marketing Planning. Routledge.
● Bradley, F., 2005. International Marketing Strategy. Financial Times/Prentice Hall.
● Chopra, S. and Meindl, P., 2007. Supply chain management. Gabler.
● Ingram, T. N. and et.al., 2012. Sales management: Analysis and decision making. ME
Sharpe.

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