Detailed Report on Sales Planning and Operations

SALES PLANNING AND OPERATIONS

INTRODUCTION • Marketing is the activity where in the companies are required to promote the products and services at market place with diverse strategies. Sales promotion is one of the prominent strategies which can be applied to marketing for the purpose of acquiring attention of varied clients (Noonan, 2010). • The present research study has been made on British Gas which is the country's best recognized energy brand. In such context, researcher has been stating how personal selling support the promotional mix of British Gas. • Further, in the research study, discussion has been made regarding the role of sales team within marketing strategy in context to British Gas.

BACKGROUND ORGANIZATION OF THE British Gas is a part of Centrica Group which is a multinational company • operating business in many countries. The UK energy market is highly dynamic and British Gas is conducting business in such market. Company is engaged in the supply of gas and electricity to consumers and • organizations as well and they also store gas for other providers. British Gas also offers drain clearing services, plumbing services and home security services and to deliver such services, the organization has high caliber staff (British Gas, 2016).

1.1 PROMOTIONALMIX EXPLAIN HOW PERSONAL SELLING SUPPORT THE • Personal selling is one of the appropriate methods of promoting the products and services at market place and here in the technique, the main role is played by all the sales team representatives. • It is considered as the most effective forms of sales promotion in which the sales team of British Gas emphasizes on diverse aspects to sell the products properly at the market place. • British Gas has been using varied methods for promoting the products at market place; however the chief source used is advertisement. All the products of British Gas are promoted at market place through advertisement and sales promotion techniques.

1.2 COMPARE BUYER BEHAVIOR AND THE DECISION MAKING PROCESS IN DIFFERENT SITUATIONS Buyer behavior is the reaction that buyer gives at the time of purchasing any product and • service from the market place. Buyer behavior is an important aspect which influences his decision regarding purchase of any product. Complex buying behavior is the category in which consumers involve themselves in • purchasing diverse branded products. Consumers prefer to purchase those products which are highly expensive and which can assist in showcasing the status symbol. They prefer to buy variety of products and services not because they are dissatisfied with • the existing products but because they want to get variety of products and services. This buying behavior is called as variety seeking behavior.

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1.3 ANALYZE THE ROLE OF SALES TEAMS WITHIN MARKETING STRATEGY Sales team of British Gas play crucial role in managing the marketing strategy • because they are the only entity that sell products and services directly to the clients. Sales team also set budgets for the organization and according to that all the • activities can be managed. Team members working in the sales team are required to develop varied skills and abilities which are discussed in the below section (Johnston and Marshall, 2013).

SKILLS SKILLS JUSTIFICATION JUSTIFICATION Convincing ability This skill is required so that customers can be persuaded towards the existing products and services. Proper communication skills Proper communication skills are required so that customers can be provided all type of information regarding the utility of the product. Polite and soft spoken Sales team members should be polite and soft spoken while dealing with customer queries and doubts. This is essential in terms of retaining the clients for longer span.

2.1 PREPARE AND CARRY OUT A SALES PRESENTATION FOR A PRODUCT AND SERVICE Rolling Dining Table has been selected as a new product of IKEA which will be • presented in UK market place with numerous promotional strategies and techniques. Rolling Dining Table is useful for many purpose and lots of multiple work can be • conducted on the rolling table. The table can be moved from one place to another thus; it can be used for diverse • purposes. Rolling Dining Table rotates from one place to another thus; it is considered as the • convenient product for family. Further, it can also be used in the offices during lunch time, playing time and also • for other activities.

PRIMARY SALES OBJECTIVES OFTHE PRODUCT The product will be sold under the name of IKEA products thus; it will be • comprising of all the quality materials. Particular UK market has been selected for the present case. • In the initial quarter, the company expects to sold more than 400 units. • 3% market share is expected to acquire through the subsequent product. •

TARGET CUSTOMERS Target customers of the company are large scale business man and officers. • Further, high class families are also targeted for the product who are more • conscious about their status. Schools and universities are also targeted because they also need such product • due to management of different activities. The product can be used for multiple purposes. Hence, the major targets of company are high class and middle class customers. •

POTENTIAL COMPETITORS All those entities that produces innovative furniture are the competitors of IKEA. • Ashley Furniture is one of the major competitors of IKEA because the company • produces creative products every quarter. American Signature and Williams Sonoma could be the rivalries of IKEA since • they operate business in the same market place for so long.

PROPOSED PRICE WITH JUSTIFICATION Price of the product will be 700 pounds because this is general price which is • affordable as well. This particular price has been determined as officers and business men can • purchase the dining table. Affordable and value price has been determined so that to increase the quantity • of selling. This is also essential in terms of acquiring larger market share in the same market • place.

METHODS OF PROMOTING THE PRODUCTAND SERVICE In order to promote the product at market place, IKEA has been using social • media websites because almost all the customers can review the site whenever required. Further, the product has been promoted through advertisements and other • techniques because that is the most preferred tool of product promotion (Oliva and Watson, 2011). At the same time, the product can be promoted through newspapers and journals • which is accessed by all the targeted customers on regular basis.

CONCLUDING REMARKS Concluding the entire promotional aspects, it is essential for the sales team to • emphasize on prominent selling skills so that the ratio of profits can be accelerated. Products should be regularly sold to the customers so that demand can be • managed (Tavares and et.Al. 2012). Further, it is also essential for IKEA to consider quality aspects so that more • customers can be attracted.

REFERENCES Honey, E. D., Ford, J. B. and Simintiras, A. C., 2003. Sales Management: A Global Perspective. Psychology Press. • Hoyer, D. W. and Maclnnis, J. D., 2012. Consumer behavior. Cengage Learning. • Johnston, M. W. and Marshall, G. W., 2013. Sales Force Management: Leadership, Innovation, Technology. Routledge. • Noonan, C., 2010. Sales Management. Taylor and Francis. • 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. • Tavares Thomé, A. M. and et, al., 2012. Sales and operations planning: A research synthesis. International Journal of Production Economics. 138(1). pp. 1-13. •

Detailed Report on Sales Planning and Operations