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SALES PLANNING AND

OPERATIONS

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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. . .................. 3

TASK 2 ............................................................................................................................................4

TASK 3 ............................................................................................................................................4

3.1 Aligning sales strategies with corporate objectives in Plastic Products Ltd. ................... 4

3.2 Importance of recruitment and selection procedure for Plastic Products Ltd. ................. 5

3.3 The role of motivation at Plastic Products Ltd. ................................................................ 5

3.4 Organizing sales activities in order to control the sales output in Plastic Products Ltd. . 6

3.5 Use of database in effective Sales Management .............................................................. 7

TASK 4 ............................................................................................................................................7

4.1 Opportunities for selling internationally in India ............................................................. 7

4.2 Opportunities for using Exhibitions/Trade-fairs in India ................................................. 8

4.3 Sales Plan for a product category of Currys in India ....................................................... 8

CONCLUSION ................................................................................................................................9

REFERENCES ..............................................................................................................................10



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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.



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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.

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 there 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.

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1.2 Buyer behaviour and the decision making process in different situations with special

reference to Enviro-Cars Ltd.

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:

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

Illustration 1: Decision making process

(Source: Marketing & Buyer Behaviour - the Decision-Making Process, 2014)



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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.



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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.

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.

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 carring out different marketing strategies which accordence 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.



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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.

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.



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TASK 2

Sales presentation on Apple watches

Apple Inc. develops a smart watch, Apple Watch. This watch incorporates health

oriented capabilities, fitness tracking and also have integration with iOS (originally iPhone

operating system) and other products of Apple. This product is available in four variants such as

Apple Watch, Apple Watch Sport, Apple Watch Hermes and Apple Watch Edition. These

watches are beautifully constructed and compacted. Apple watch goal was to free the people

from phones and these watches works by connecting via WiFi and Bluetooth with iPhone. The

specification of Apple Watches have been stated below:

Design- Apple Watch comes in two case sizes such as 42 mm (1.7 in) and 38 mm (1.5

in) and the watch case includes a mechanism which enables watch straps to be

interchangeable. This watch also includes “digital crown” for input which can be turned

to zoom or scroll and to return on home screen it is pressed (Apple Watch: Apple's first

wearable device, 2015). The touch screen of watch contains technology of Force Touch

which makes the screen pressure sensitive and also differentiate between a press and a

tap.

Hardware- The S1 system-on-chip is used in Apple Watch and it also uses a "Taptic

Engine" which is linear actuator. With the help of Taptic engine when a notification or

an alert is received it provides a haptic feedback. It also includes a built-in heart rate

sensor in which photo-diodes, infrared and visible-light LED are used.

Software- The operating system of Apple Watch is watchOS, which is based around

home screen with circular icons of applications. The operating system can be navigated

using digital crown or touchscreen of watch (APPLE WATCH FEATURE, 2015). In

present time Apple Watch is only paired with an iPhone 5 or later running originally

iPhone operating system 8.2 or later. This watch is capable to receive messages,

notifications and phone calls via it is paired with iPhone.

Models- Apple Watch models are differentiated by their materials such as Apple Watch

Hermes and Apple Watch uses stainless steel, Sport features aluminum and Apple Watch



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Edition uses 18-karat gold. Each model has 38 and 42 mm bodies and 42 mm models

have a slightly larger battery and screen. Each model of watch has various band and

color options (APPLE WATCH FEATURE, 2015).

TASK 3

3.1 Aligning sales strategies with corporate objectives in Plastic Products

Plastic Products Ltd. is a company that produces and markets plastic cups, teaspoons and

knives. Company was established in 1974 in response to the changes taking place in the catering

industry. In order to increase the productivity, Plastic Products Ltd. can adopt the following

strategies:

Be different for competitors: In every sector, there are competitors. To win in the

competition, one should have special quality which others do not possess. For competing

with large firms, one should have something different (Kenworthy, 2013). Mostly,

customers get attracted to those products which would provide them high quality with

low price and in case of Plastic Products, they should provide products with higher

durability, convenient to buy, fast service providers, etc. In addition to these, customers’

needs and demand should be fulfilled in order to attract more customers which are the

main objective of firm.



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Relationship with customers: Main aim of Plastic Products should be to develop a strong

relation with customers. They should provide their customers with improved facilities for

increasing the loyalty and it will help in increasing the sales and profitability of company

(Oliva and Watson, 2011). Strategies should be developed in such a way that the Plastic

Products can fulfill the needs and demand of customers. This will be helpful in

developing relationship with the customers.

Evaluating plan effectiveness periodically: Companies spent much of their time in

managing daily issues in order to achieve the goals. Frequent analysis is important in

ensuring the effectiveness of plan. This will help the Plastic Products in attaining its

objective to increase the efficiency in work flow.

3.2 Importance of recruitment and selection procedure for Plastic Products Ltd.

Recruitment helps in finding out employees who will be able to fulfill the goals and

objectives of organization. Likewise, selection supports the firm in selecting the best candidate

who can lead the organization to attain success with his potential and efficiency in work. In case

of Plastic Products Ltd., they should select a person who should be familiar with the firm and

must have adequate knowledge about the field in which it deals. Following are the importance of

recruitment and selection process for Plastic Products Ltd.:

Cost: It is the main reason due to which the organization should have an effective

recruitment (Grimson and Pyke, 2007). Plastic Products Ltd. should select a person who

will be able to achieve the organizational objectives effectually. If an employee who is

selected through recruitment is not efficient then in replacing him, the firm would need

to spend more time and money. So, the recruitment process should be effectively done.

Selecting a right candidated will help Plastic Products Ltd. in reducing their cost and in

using that amount for betterment of the firm.

Productivity and loyalty: Employees who are dedicated will work hard for achieving the

organization’s objective. To know the capability of candidates, recruiters should ask



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questions that will be helpful for them in knowing their strengths that they can use in the

firm as well as their weaknesses on which their superiors have to work. Plastic Products

Ltd. will be able to provide better services to their customers and this will result in

increase in productivity and in developing customers loyalty.

Wide options: At the time of requirement, the organization can find employees with

different characteristics and qualities as per the firm’s need (Feng, D’Amours and

Beauregard, 2008). Among distinct qualities and characteristics, organization can select

the candidate who will be best suited for the firm. Plastic Products Ltd. will be able to

select employee's with different skills which will be helpful in the growth of the

organization.

3.3 The role of Motivation at Plastic Products Ltd.

Motivation plays an important role in the growth of organization. Following are the roles

of motivation at Plastic Products Ltd.:

Improves performance: The willingness and ability to do work affects the efficiency of a

person. Willingness is achieved with the help of motivation and ability to do work is

obtained from training and education. Motivation helps employees to perform their work

effectively.Reduces negativity: Motivation helps in creating a positive attitude towards

the work. There will be many employees with negative attitude. Some may think that

working more will not give benefit (Gupta and Kohli, 2006). Managers should motivate

the employees in such a way that they can change their negative attitude towards work.

Resistance to change: Mostly, employees are not willing to adopt the change. With the

help of motivation, employees can be made adaptable to change. For motivated

employees, it is very easy to accept the change and it also helps in improving their

performance.

Plastic Products Ltd. can adopt Maslow theory in order to motivate their employees. As this

theory covers all the important areas through which employees can be motivated. Following are

the five stages by which employees can be motivated:



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Physiological needs- It includes needs like food air, shelter, drink, etc. Firm should offer

these basic needs to their employees.

Safety needs – These are related to offering a safe working environment for the

employees.

Social needs - It is about providing a very warm and pleasant working environment.

Esteem needs – It is about giving recognition and rewards to staff for their contribution

towards the firm.

Self-actualization needs –Employees can be given the opportunity to realize their own

personal growth, potential, self-fulfillment, etc.

Moreover, training and remuneration can be used as a tool for motivation in the following ways:

Training: With proper training, employees will get to know what they are been expected

from their job. Through training, the clarity of job increases. Clarity in work motivates

the employees.

Remuneration: This is the main reason for which people are working (Feng, D’Amours

and Beauregard, 2010). If employees should be paid according to the work they do and if

the remuneration satisfies the employees then they will be motivated and will perform

effectively.



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3.4 Organizing sales activities in order to control the sales output in Plastic Products Ltd.

For directing the sales activities, organizing sales team should firstly decide the standards

on which the activities are to be achieved. This will help in avoiding the wastage of resources

and increases clarity in achieving the goal. Second step is explaining in detail the sales activities

and assigning features like team members, cost, venue and other things which are required in the

activities. Next step is scheduling the activity and arranging it with the suitable time limit which

will help in reducing the cost and resources (Chen-Ritzo and et.al., 2010). As per the plan, sales

activities will be processed and a checklist is recorded for checking out the activities which have

been performed. Lastly, they will keep a record of errors and activities which are under

performed. They would identify these errors for improving the performance for the next time.

By adopting push and pull strategy, sales output will be controlled. Push strategy can be used in

business which controls the output through producing quantities in accordance with the demand.

Pull strategy is similar to push strategy but it uses plans and tactics like personal selling and

advertisements for increasing the demand.

Sales territories - These are the customer groups or geographical districts for which the individual

sales people or sales teams holding the responsibility. They are helpful in creating balanced sales

territories.

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 be helpful in coordinating and controlling the sales

activities and process of the salespeople.

Sales Quotas – The sales goals are commonly stated in terms of quotas. It is a kind of minimum

sales goal for a time period. While setting the quotas, the managers are required to compare the

results to past performance.

3.5 Use of database in effective sales management

There are number of ways through which Database helps in effective sales management:

Helps in analysing preferences of customers and in identifying various trends in the

market.

In identifying the effectiveness of marketing strategies adopted by organization.



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Retaining details of customers: It is difficult to remember all the details of customers.

Database makes it simple as it can be used for recording any information regarding the

customer.

Scheduling: When contact is made at the first time, appointment timing can be scheduled

according to the convenience of customers (Jacobs, 2007). Database will work as a

reminder through email one day ahead the scheduled time.

Profitability and sales: Database helps to have an effective detail of customers and can

be used whenever it is required. Along with that, it helps in optimizing the profitability

and sales. Detailed information about customers helps in having a personal sales meeting

which would support in developing the relationship. The database of the organization

possesses information regarding customers which plays crucial role in improving the

sales of the firm. Through this information, new products, upgrades and rewards can be

provided to the customers.

Targeted marketing: Sales database provide important tools which uses the customer's

information to send direct mails automatically (Cherbakov and et.al., 2005).

TASK 4

4.1 Opportunities for selling internationally into India

Currys is a British electronic retail firm operating in UK and Ireland, owned by Dixons

Carphone. It specialises in selling home electronics and household appliances with 295

superstores and 73 high street stores. They are deciding to expand their business in India.

Various opportunities for selling internationally in India are as follows:

India's retail industry is driven by domestic customers who are followed by tourist's

consumption. As a result, domestic customers have increased the disposable

income.There are around 1.252 billion lives in India. Thus, the increase in demand for

everything enhances (Mula and et.al., 2010). So, it will be beneficial for the retail

industry in India.



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The lifestyle of customers is changing due to advent of new technologies, increase in

mobility, increase in disposable income and media exposure, etc. That will act positively

for the retail industry.

Urbanization has shifted the customers to single retail firm and it is very helpful in

attracting more customers.

4.2 Opportunities for using Exhibitions/Trade-fairs in India

Trade-fairs provide a strong networking in India. They help in number of ways like

marketing, promoting, etc. It is a reliable source through which information can be exchanged.

Through this, Currys will get a chance of demonstrating their products directly to the customers.

Organization will get to know whether the product is preferred by the customers or not. In

addition to this, organization can make changes in their products according to the needs and

wants of customers (Tang, Wilson and Perevalov, 2008). Through trade, market testing is

possible to know the general opinion about product. Developing database of customers will be

possible in developing the relationship.

There are two categories of products which are to be provided by Currys, that is,

Electronics and household appliances. Promotion will be done through different media like

newspaper, T.V., radio and various social media like Facebook, Twitter, LinkedIn, etc. This will

be promoted at those places that are popular in India like Delhi, Bangalore, Tamil Nadu and

Rajasthan (Wallace and Stahl, 2006).

CONCLUSION

From this report, it can be articulated that personal selling is the most effective way in

developing strong relationship between customers. It is a two way communication where sellers

can explain the services or products and customers can clarify their doubts regarding the product

and services directly. Customer prefers a service or product depending upon the information that

he possesses or the experiences which his friends and family have. Mostly customer changes his

buying behaviour depending upon the price of commodity. Customers prefer high quality at low



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price. Moreover, motivation plays a vital role in increasing the employee's capability and help in

the growth of organization.



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Appendix

Apple watches

Design



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Hardware

Software

Models



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REFERENCES

Books and Journals

Bragg, S. M., 2005. Controller's Guide to Planning and Controlling Operations. John Wiley &

Sons.

Burrows, R. P., Cecere, L. and Hackett, G. P., 2012. The Market-driven Supply Chain: A

Revolutionary Model for Sales and Operations Planning in the New Demand Economy.

AMACOM Div American Mgmt Assn.

Chen-Ritzo, C. H. and et.al., 2010. Sales and operations planning in systems with order

configuration uncertainty. European journal of operational research. 205(3). pp. 604-

614.

Cherbakov, L. and et.al., 2005. Impact of service orientation at the business level. IBM Systems

Journal. 44(4). pp. 653-668.

Dougherty, J. R. and Gray, C. D., 2006. Sales and Operations Planning - Best Practices:

Lessons Learned from Worldwide Companies. Trafford.

Feng, Y., D’Amours, S. and Beauregard, R., 2008. The value of sales and operations planning in oriented strand board industry with make-to-order manufacturing system: Cross

functional integration under deterministic demand and spot market recourse.

International Journal of Production Economics. 115(1). pp. 189-209.

Feng, Y., D’Amours, S. and Beauregard, R., 2010. Simulation and performance evaluation of

partially and fully integrated sales and operations planning. International Journal of

Production Research. 48(19). pp. 5859-5883.

Gray, C. D., 2007. Sales and Operations Planning Standard System: With Reference Software.

Trafford Publishing,

Grimson, J. A. and Pyke, D. F., 2007. Sales and operations planning: an exploratory study and

framework. The International Journal of Logistics Management. 18(3). pp. 322-346.

Gupta, M. and Kohli, A., 2006. Enterprise resource planning systems and its implications for

operations function. Technovation. 26(5). pp. 687-696.

Jacobs, F. R., 2007. Enterprise resource planning (ERP)—A brief history. Journal of Operations

Management. 25(2). pp. 357-363.

Kenworthy, J., 2013. Planning and Control of Manufacturing Operations. Routledge.



Toll Free No:+1 213-929-5632




Mula, J. and et.al., 2010. Mathematical programming models for supply chain production and

transport planning. Journal of Operational Research. 204(3). pp. 377-390.

Novak, S., 2005. The Small Manufacturer's Toolkit: A Guide to Selecting the Techniques and

Systems to Help You Win. CRC Press.

Oliva, R. and Watson, N., 2011. Cross-functional alignment in supply chain planning: A case

study of sales and operations planning. Journal of Operations Management. 29(5). pp.

434-448.

Sheldon, H. D., 2006. World Class Sales & Operations Planning: A Guide to Successful

Implementation and Robust Execution. J. Ross Pub.

Tang, Q., Wilson, G. R. and Perevalov, E., 2008. An approximation manpower planning model

for after-sales field service support. Computers & Operations Research. 35(11). pp.

3479-3488.

Wallace, T. F. and Stahl, R. A., 2006. Sales and Operations Planning: The Executive's Guide.

T.F. Wallace & Company.



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