Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Sales management

1,263 views

Published on

Case study
Phillips Company
Manufacture of stream power plants –
The role of the sales force in the company
Image

Published in: Business
  • Be the first to comment

Sales management

  1. 1. SALES MANAGEMENTCase study Phillips Company Manufacture of stream power plants – The role of the sales force in the company ImageSubmitted by: Tayyabah Naseer (BBA 5th)Submitted to: Sir Ausaf-ur-Rahman SARHAD UNIVERSITY OF SCIENCE AND INFORMATION TECHNOLOGY
  2. 2. PHILLIPS COMPANY Manufacture of stream power plants – The role of the sales force in the company Image 2
  3. 3. What actions should the Phillips Company havetaken to change the company image in the publicfield?A strong positive image with the general public can be beneficial to the firm. Researchsuggests that a prominent corporate image and an outstanding reputation areconsequential factors in attracting a high quality workforce. Phillips Company shouldtake these following steps for making the positive image in the public field.ANALYSE THE SITUATIONThe first step which the Phillips Company should take is to analyze the problem. Theymust analyze the sales with respect to past, present and future. In the beginning sale wasgood but as the times passes sales become stagnant so they must find the reasons. For thisSWOT analyses is a good tool. With this sales executive can identify the strength,weakness, opportunity and threats. • Strengths o Relatively old company, so; more reliability o Good quality • Opportunities o Government regulations and Green Push o increasing industrialization of developing countries o more electrification • Weaknesses o Weaker Distribution network than Competition o price o The inability to get product to market first o Competitive leadership o Poor business level strategy • Threats o Competition o Cheaper technology o Economic slowdown o Exchange rate fluctuations o Lower cost competitors or imports o Price wars 3
  4. 4. o Rising Oil PricesMARKET MOTIVATION:In order to change the image in the public field Phillips Company can use thepromotional strategiesEXAMPLES • They can offer discount price for limited time and when the customers become habitual of using it they can stop this offer. • They can also increase the sale my adding some unique feature in the product so that their product will be different from those of competitors.TRAINNING OF SALES PERSONNEL:Sales executive of Phillips Company must teach and train their sales persons becausethey don’t have the complete knowledge of product that’s why they are failed to tell thefeatures of the product to the consumers. Beside that all sales personnel should have goodcommunication and listening skills. Sales personnel should be able to explain product orservice benefits in a clear and structured way. It is important that sales personnel have theability to build relations with customers, have a professional appearance, goodnegotiation skills and the ability to work toward sales goals and targets.CORPORATE COMMUNICATION:There must be good communication with in and outside the company. Employee shouldfeel free to discuss the problems with managers and talk effectively with the customers.Effective communication is the life blood of the organization, with out this company’sgoal is difficult to achieve.PUBLIC RELATIONS:Phillips Company must a good relation with people. Because the department managesrelationships with the news media and other groups and institutions can (potentially)influence the public perception of Philips.ADVERTISEMNTS:In order to create the positive image Sales executive of Phillips Company must create apowerful message that appeals to ideal clients. The advertisement should contain all 4
  5. 5. elements of AIDA (attention, interest, desire & satisfaction). Visual aids could be usedbecause Phillips deals with machinery so it is essential that potential customers shouldknow deeply about product. The advertisement must be concise but complete.COORDINATION WITH DISTRIBUTING NETWORK:Distributing networks play a vital role in creating a positive image in public field. Salesexecutive of Phillips Company must make good relations with suppliers and must providethem the latest information about their product because company only produces theproduct but the persons who communicate with end users are the suppliers.SETTING QUANTITATIVE PERFORMANCE STANDARDS:Phillips Company should set some quantitative performance standard.Quantitative goals are best for measuring and reporting progressSEND OUT PRESS RELEASES:To make awareness of the product Phillips Company can send a press release to increasepublic relations and to attract favorable media attention to the PR professionals clientand/or provide publicity for products or events marketed by those clients.. Press releasescan announce a range of news items, such as scheduled events, personal promotions,upcoming events or a change in corporation awards, news products and services, salesand other financial data, accomplishments, etcPACKAGING AND LABELING:Phillips Company must pay the special attention on packaging and labeling because thefirst thing which appeals to the customer is the outer look. So they should not only paythe attention on the product but also on its packaging and labeling.GET MORE VISIBLE ON BLOGS, FORUMS AND SOCIAL NETWORKINGSITES:There are lots of places online where Phillips Company can be more visible and easilyexpress their opinion, so let others know who you are and what you do ... and how youcan help them. Posting helpful comments to other peoples blogs with a link back to yourwebsite can be a very effective strategy for attracting new visitors to your site. Posting oranswering questions in forums is also worth doing. And - social networking is one of thelatest ways to get connected and visible online. Sites such as Facebook, Twitter andLinkedIn can be very effective to develop relationships and joint ventures.FEED BACK OF CUSTOMERS:Giving the customer feed back is very important in order to know pros and cons ofproduct. As the consumers are end user so they can better tell what the problems they arefacing with the product. Designing a keep-in-touch strategy is crucial to your business 5
  6. 6. growth. Regularly sending out tips and resources to prospects so clients will keep yourservices top of mind. Sales executive of Phillips Company should be creative in thinkingabout what clients would really like and over-deliver on value. 6
  7. 7. growth. Regularly sending out tips and resources to prospects so clients will keep yourservices top of mind. Sales executive of Phillips Company should be creative in thinkingabout what clients would really like and over-deliver on value. 6

×