Delivery in day(s): 5
Sales planning and operations refer to plan the strategies to increase the sales and manage the operations in order to increase the efficiency of the employees. Waitrose is the retail organization which provides food products to his customers. The organization has supermarket chain in the various cities of the UK. The current studyof Unit 20 sales planning and operations assignment waitrose depicts the personal selling supports the promotion mix and compare the buyer behaviour and decision making process in different situations. The report explains the role of the sales team in order to design the market strategy and power point presentation explains the services provided by the Waitrose. The study explains the sales strategies developed to achieve the corporate objectives and importance of recruitment and selection process in Waitrose. The study carried out the role of motivation, remuneration and training in sales management and sales management organize the sales activity and control the sales output. The report explains the use of the database in effective sales management and develops the sales plan for the product service. The study investigates the opportunities for selling the product internationally with the help of exhibitions and trade fairs.
Figure 1: Company Logo
Personal selling is the best way to describe the quality of the product and convince the customer to purchase products and services of the organization. Through personal selling, management can motivate the customer and gain the trust of the customer in the context of brand and effectiveness of services. Personal selling assists the employee to clear the doubts of the customer in the more effective way and identify the problems of the customer.
Following points depicts the role of personal selling to support the promotion mix:
Behaviour of the buyer is affected by various factors like cultural factors, social factors, friends etc. Buyer takes the decision considering this all factors and purchases the product according to the need. The customer can be in the form of Business to business and business to customer. The sales team needs to identify the demand of the customer and try to provide the product according to the demand. The sales representative needs to identify the mindset of the customers in order to serve better services to the client (Solomon.et.al.2013).
Following points depicts the decision-making process of the customer:
Sales team plays a vital role in the increment of sales and attracts the customers to buy the products of Waitrose. Sales team conducts the research to identify the current market position of the business and evaluate the performance of the product in the market. The sales department continuously increases the sales and creates the demand for the product by generating the leads. The main aim of the sales team is to generate the database through campaigns, meeting the clients, through e-mails etc. They have to maintain the sales report to present in front of sales manager. The sales team has the liability to promote the product in front of the customers and convince them to purchase the product (Arnett and Wittmann, 2014). Sales representative identify the demand of the customer and aware the customer about the benefits of the product. The sales team generates the lead and communicates the customer through email or personal interaction.
Waitrose develops the strategy increase the sales and looking for the business expansion in the different parts of the world. In order to business, expansion management has increased the number of sales representatives. Waitrose is recruiting the candidates which have experience and knowledge about the sales.
Recruitment and selection process the vital role in the expansion of the business. Human resource is the important part of the organization and plays the crucial role in retail organizations. Through recruitment, management hires the experienced candidate for marketing of Waitrose. Experienced sale candidates are the more suitable rather than then the fresher because they need less training and easily convince the customer to purchase the product. Selection assists the manager to identify the skills and qualification of the candidate and then hire the candidate for the suitable job. HR department plan to recruit the best and suitable candidate for the vacant job, take the interview of the candidates in order to fill the vacant seats with the suitable candidate. The candidate has to clear the written test and interview to prove the skills of the candidate (Cook, 2016).
The first step of the recruitment process is to identify the vacancy available in the organization. In next step, assess the job and employee specification and match the skills of the candidate. Then advertise the vacancy and receive the application from the candidates to choose the right candidate for the job (Johnston and Marshall, 2016). The final part of the process is to select the suitable candidate for the job out of the rest.
Motivation, remuneration and training are the important part in the growth of Waitrose. These are the three pillars on which all the operations of the organization depend.
Waitrose recruit the experienced employees for their sales development of the products. Management sales target is predicted by the sales budget which is valuable instrument and depicts that in which direction organization is moving. Waitrose for its sales budget plan will reach the following:
Figure 2: Sales activities
For effective sales management Waitrose needs to keep the sales report of the each transaction and evaluate the variation among the previous and present transaction. Databases assist the management in raising the attendance of the employees by keeping the record of the employees.
Following points depicts the importance of Database in the organization:
Waitrose has selected to sell the food items to the people of UK. The main reason forchoosing the food products that every individual needs to eat the food products for the survival. The main aim of the organization is to develop the business by providing quality products according to the need of customers. The vision of the organization to build the brand image of the business by delivering quality services to the clients and retailers. Organization is searching the opportunities for the business development (Varley, 2014). The sales plan for the food products of Waitrose:
Sales objective: Increase the production and sales of food products by 7% to 12% by the end of year 2016.
Mission: Create the brand image of the product by providing quality product to the valuable customers.The management ensures to provide the available products on time to the customers. The quality should be maintained with the reasonable prices and delivery on time.
Marketing: To meet the sales target on time by setting the effective sales strategy like credit sales, offers, cash bonus etc.
Pricing: Economic pricing strategy will be adopted to compete with the customers and sale the products according the market situations.
Promotion: Waitrose will use the different modes of advertisement to promote the product. Organization uses online platforms for the promotion like designing creative website, mobile application to order the product etc (Czinkota, and Ronkainen, 2013).
Sales: Organization designs the sales strategy by selling the product online to the customers and provides them benefits to sell the product.
Selling of products internationally is the best opportunity for the business expansion. Management uses the various online platforms to sell the products globally. Waitrose provides the training employees that how to deal in the international markets. Organization wants to expand the business globally by opening the business outlets outside the countries and operating the business.
Following points investigate the opportunities to sell the product internationally:
There is a lot of opportunities available in the trade fairs and exhibitions because it provides a platform to the business to promote the product in a large number of customers. In trade fairs, business from different countries participates and promotes the product and services of their business. Trade fairs are the best way to advertise the product and allow the data to compare the services from other business. Through exhibitions, management can get the profile of the customers by which business can get in touch with the customers and aware him about the services of the organization. Through trade fairs, the organization gets in touch with a large number of customers and collects the feedback of the product for the improvement (Cook, 2016). Through exhibitions, the organization can promote the product and identify the policies of the competitors. It will create the chance to develop the relation with the other business and create a customer back up by engaging them in the display of the products. Trade fairs assist the management to develop the database of the customers and identify the opportunities for the mergers and acquisitions.
The study implicates the role of the sales team in promotion of product and importance of personal selling in the promotion mix. Trough personal selling an employee can easily convince the customer and increase the trust of the customer on the organization. The report describes the role of the data base in collecting the information about the customer, sales, operation etc and the role of remuneration, training and motivation to increase the sales in Waitrose. In further it can be identified that importance of recruitment and selection process in Waitrose. The report explains the opportunities to sell the product internationally or through exhibitions or trade fairs and develop the sales plan for the Waitrose.
Books and Journals
Arnett, D.B. and Wittmann, C.M., 2014. Improving marketing success: The role of tacit knowledge exchange between sales and marketing. Journal of Business Research, 67(3), pp.324-331. Johnston, M.W. and Marshall, G.W., 2016. Sales force management: Leadership, innovation, technology. Routledge.
Becerra-Fernandez, I. and Sabherwal, R., 2014. Knowledge management: Systems and processes. Routledge.
Cook, M., 2016. Personnel Selection: Adding Value Through People-A Changing Picture. John Wiley & Sons.
Coronel, C. and Morris, S., 2016. Database systems: design, implementation, & management. Cengage Learning.
Czinkota, M.R. and Ronkainen, I.A., 2013. International marketing .Cengage Learning.
Johnston, M.W. and Marshall, G.W., 2016. Sales force management: Leadership, innovation, technology. Routledge.
KjellsdotterIvert, L. and Jonsson, P., 2014. When should advanced planning and scheduling systems be used in sales and operations planning?.International Journal of Operations & Production Management, 34(10), pp.13381362.
Kulkarni, G., Kannan, P.K. and Moe, W., 2012.Using online search data to forecast new product sales. Decision Support Systems, 52(3), pp.604-611.
Purce, J., 2014. The impact of corporate strategy on human resource management. New Perspectives on Human Resource Management (Routledge Revivals), 67.