Sales Planning And Operations

22-01-16 Maddox Smith 0 comment

Sales Planning And Operations

Sales Planning And Operations

Pearson BTEC Level 5

HNC/D Diploma in Business

Sales Planning And Operations


Date for Submission: 12th November 2015

The submission portal will close at 13:59 GMT


These ‘extra’ notes are intended to help you produce appropriate responses to the tasks set in this assignment. They are not intended to

‘give you the answers’ but to act more as suggestions as to some possible directions so please use your own independent thought, research & creativity! ……

Set by: Simon Heaton

As part of the formal assessment for the HNC/D programme you are required to submit an assignment for each module. Please refer to your Student Handbook for full details of the programme assessment scheme and general information on preparing and submitting assignments.

After completing the module you should be able to:

LO1 Understand the role of personal selling within the overall marketing strategy LO2 Be able to apply the principles of the selling process to a product or service LO3 Understand the role and objectives of sales management

LO4 Be able to plan sales activity for a product or service.

Assignment Task

Please either conduct the assignment below based on an organisation of your choosing Sales Planning And Operations(which must be agreed by the tutor in advance through sending your tutor an email with your proposed organisational outline) or on the scenario below. please ensure that you use the recommended reading – particularly the listed ebooks in order to gain a sound understanding of the issues involved before responding to the tasks – this will ensure a better balance of theory to practice (a common downfall in this particular module is a lack of appropriate theory):



Green2U are a small UK-based electrical engineering firm who specialise in climate control in the home, selling environmentally friendly, efficient electronic devices to ensure maximum efficiency to the home user. They have a range of devices which, for example, control the heating & lighting of the home remotely & room management systems which control the temperature of each room from a central unit adjustable by the homeowner. They have expert fitters, who are uniquely, both skilled as plumbers & electricians & so can ensure, for example, when fitting new heating & lighting systems that all efficiency measures are taken care of at the same time as installation – a one stop shop. They are unique in this sense & have patents pending on some of the technology they employ. Additionally, no one else in the market offers such a wide range of home-controldevices domestically. The firm are now keen to expand into the business market selling their systems & services into public & private sector organisations & are also keen to explore the possibilities of starting to operate their services across the European Union. Taking the role as a small business adviser to this growing small business you are asked to prepare a paper to advise them on how to expand their business from a sales management point of view.

PART ONE (Briefing Paper)

Task One

Explain the ‘AIDA’ concept & how the sales team can help support other elements of the promotional mix in moving potential clients through this process. (1.1)

For example, advertising is good for raising awareness & getting the audience’s attention. Which other elements of the marketing communications mix are relevant here? How can sales support advertising & what part of the AIDA model would be best suited to the salesperson? Also consider any limitations of the AIDA model and the traditional promotional mix. Suggested word count 400 words.

Task Two

Compare the differences between buyer behaviour in the B2B market and the consumer market in terms of customer decision processes highlighting any key differences for the sales team to be aware of when selling a product such as this to different audiences. (1.2)

What aspects might a sales person focus on for the two different audiences for example? The size of the order? the length of time it takes to gain an order, the number of people involved in the decision, the criteria on which it might be bought, etc….

You should give examples here – if a company as opposed to an individual is buying a hotel stay for example, who might be involved in the decision? How many might a company be buying? What decision process would they go through? What would they expect? This is all covered in marketing textbooks & you will need to research this. Suggested word count 400 words.

Task Three

Explain the role of a sales team within a marketing strategy, including an analysis of how a sales strategy aligns to the achievement of corporate objectives of the firm. Within your response you must state two corporate objectives in order to explain the potential contribution made by an effective sales force. (1.3/3.1)

Give some examples of sales objectives & corporate objectives here to help illustrate your point remembering to consider how the sales team contributes to achievement of both & ensure full application to the firm/scenario Suggested word count 400 words.

PART TWO (Presentation)

Please prepare a PowerPoint presentation for the newly appointed sales team and the sales manager of the firm.

Section One (suggested 5-7 slides plus explanatory notes) – Construct a sales presentation through which you can illustrate the principles & best practice of the

selling process to demonstrate to the newly appointed sales team how to sell the product. (LO2.1, 2.2) You would need to consider the principles & best practice of the selling process in preparing this, such issues as negotiating, handling & pre-empting objections, closing the sale. Suggested word count 500 words.

Section Two (suggested 4-6 slides plus explanatory notes) – you must explain the methods of organising and controlling a sales force in line with corporate objectives. (LO3.1, 3.4)

AND explain the role customer database management has to play in effective sales management and in the meeting of corporate objectives. (LO.3.1, 3.5)This section should be quite self-explanatory but please ensure that you answer the two aspects of the question fully with appropriate research via ebooks,etc and full Harvard referencing – a common downfall is candidates trying to answer this section without having read around the necessary background. In organising and controlling a salesforce you should be looking at territory design for example and in controlling sales output such aspects as performance against targets, etc. Database management along the lines of client records, etc. Suggested word count 300 words.

Please Note: Once you have prepared your PowerPoint Presentation copy & paste each slide into your assignment or please go to the ‘File’ menu , click ‘Save as Pictures…’, this will save each slide as a separate JPEG or TIFF file. These can then be copy and pasted into the report. Each slide will need to be copied in individually as I cannot open a presentation from Turnitin

PART THREE (Briefing Paper)

In terms of recruiting the right people to the sales team, explain the importance of recruitment and selection procedures and provide an evaluation of how, following appointment, an individual might be motivated through monetary reward & other methods to achieve target whilst working for the organisation (including the role of training in this respect). (3.2/3.3) n this section you should include any appropriate motivational theories & techniques & consider their value to the firm in attempting to motivate the sales force. Any limitations to be considered in theories of motivating individuals/groups? As underlined – evaluation is of key significance here – look at the study skills section of ilearn for more on such ‘critical thinking skills’ Suggested word count 1000 words.

PART FOUR (Briefing Paper)

Task One

The firm wants to work on selling abroad. Develop a sales plan for the firm in entering foreign markets. What sales channels would you recommend here? Included in this, you must investigate some of the opportunities and limitations for

selling abroad via the use of foreign-based sales agents or the establishment of aforeign-based sales team ran by the firm from the UK. (4.1,4.2) You need to consider & recommend sales channels such as direct, wholesalers, distributors, online retailers, etc. What are the advantages & disadvantages of using agents abroad to deal with business on your behalf in foreign country? – how do you source them, train them, motivate them & monitor performance ensuring loyally to your firm? Suggested word count 700 words.

Task Two

Finally, investigate the opportunities presented by exhibitions & trade fairs for the firm as part of its promotional strategy in moving operations into the international market, identifying specific trade fairs where possible. (4.3) Are they useful?

How? What are the issues for consideration? Are there alternatives? Alternatives of course might be related to advancements in technology. As stated relate your answer to actual exhibitions/trade fairs where possible again using referenced material. Suggested word count 300 words

Formative Task

Please produce an outline / plan by making some brief notes/bullet points (or amind-map/diagram if you prefer) under each task heading as to what you intend to include & discuss. Please submit it me via email ( no later than 4 weeks prior to the submission deadline.

Student Guidelines

1.You should write this assignment using headings & subheadings but not as a formal report – you are submitting a briefing paper giving detail on the issues.

2.You must ensure that the submitted assignment is all your own work and that all sources used are correctly attributed. Penalties apply to assignments which show evidence of academic unfair practice. (See the Student Handbook which is in the Induction Area). Please also refer to the ‘Guide to Unfair Practice in Assessment’ on the module page on ilearn.

3.You MUST underpin your analysis and evaluation of the key issues with appropriate and wide ranging academic research and ensure this is referenced using the Harvard system. The ‘My Study Skills’ area contains the following useful resources; Study Skills Guide (containing a Harvard Referencing section) and a Harvard Referencing Interactive Tutorial. You must use the Harvard Referencing method in your assignment.

4.You should use diagrams and tables of figures where appropriate ensuring to reference their source using the Harvard Referencing method.

5.You are required to write your assignment within 4,000 words in order for your research and summarising skills to be developed, and for effective time management. You are required to ensure that the assignment addresses all of the assessment tasks. In the interests of good academic practice, an assignment submitted with excessive word counts (i.e. more than 10% in excess of the limit) will be returned to you. You will be given a maximum of 48 hours to edit the work to reduce the word count to the permitted maximum. In the event that the submission is still regarded as excessively long then, in line with advice received from Pearson, we will be unable to accept it for marking and you will receive a Refer grade for Non-Submission.

The word count excludes the title page, reference list and appendices. Where assessment questions have been reprinted from the assessment brief these will also be excluded from the word count. ALL other printed words ARE included in the word count. Printed words include those contained within charts and tables.

6. Your assignment should be submitted as a single document. For more information please see the “Guide to Submitting an Assignment” document available on the module page on iLearn.


Recommended Additional Resources

(This module is not covered by the core text)


Online E-Book recommended for this course – Hart, S, & Baker, M 2008, The Marketing Book, Amsterdam: Elsevier / Butterworth-Heinemann, eBook Collection (EBSCOhost).

(EBSCO host – available via ilearn)

Online E-Book recommended for this course – Jobber, D. and Lancaster, G. 2012, Selling and Sales Management, 9th edition. FT/Prentice Hall (MyiLibrary – available via ilearn)

Online E-Book recommended for this course – Kotler, P. and Armstrong, G.. 2013., Principles of Marketing, Global Edition. [online]. Pearson (MyiLibrary – available via ilearn)

Online E-Book recommended for this course – Nicholson, F, Sherratt, A, Meek, R, & Chartered Institute of, M 2009, CIM Coursebook, Oxford, UK:Butterworth-Heinemann, eBook Collection (EBSCO host – available via ilearn)

Other Textbooks:

Johns T (1999) Perfect Customer Care: All You Need to Get It Right. Random House

Miller W (2009) ProActive Sales Management: How to Lead, Motivate, and Stay Ahead of the Game , Amacom.

Useful Definitions

Analysis an investigation of the component parts of a whole and their relations in making up the whole

Evaluation – an appraisal of the value of something


Assessment Criteria for Pass


Criteria Met


To achieve a pass you must meet all of the assessment criteria as stated

(you may wish

below. Failure to cover all of the assessment criteria will result in a referral


to use this in

grade and you be required to re-submit your assignment.


your preparation

for your

Further guidance on completion of your assignment can be found in the


guidance notes which are posted on the group learning space by your


module tutor. For additional support please post questions onto the group

learning space, or email

Descriptive content will dominate at this level but attempts should be made

at analysis

LO 1: Understand the role of personal selling within the overall marketing


1.1 explain how personal selling supports the promotion mix

Part One – T2

1.2 compare buyer behaviour and the decision making process in different

Part One- T1


1.3 analyse the role of sales teams within marketing strategy

Part One – T3

LO 2: Be able to apply the principle in the selling process to a product or


2.1 prepare a sales presentation for a product or service

Part Two – S1

2.2 carry out sales presentations for a product or service

Part Two – S1

LO 3: Understand the role and objectives of sales management

3.1 explain how sales strategies are developed in line with corporate objectives

Part One – T3

3.2 explain the importance of recruitment and selection procedures

Part Three

3.3 evaluate the role of motivation, remuneration and training in sales

Part Three


3.4 explain how sales management organise sales activity and control sales

Part Two – S2


3.5 explain the use of databases in effective sales management

Part Two – S2

LO 4: Be able to plan sales activity for a product or service

4.1 develop a sales plan for a product or service

Part Four – T1

4.2 investigate opportunities for selling internationally

Part Four – T1

4.3 investigate opportunities for using exhibitions or trade

Part Four – T2


Tutor: Simon Heaton

Assessment Criteria for Merit

To achieve a Merit all of the Pass criteria need to be met, then the tutor

will assess whether you have met the Merit Criteria. Each of the Merit

criteria must have been met at least once within the assignment.

The following statements are examples of how a merit may be achieved, if

you do meet the Merit Criteria by showing you have reached this level in

other ways then credit will be awarded for this. You will need to meet M1,

M2, M3 at least once.

Application & analysis will be evident at this level

M1 – Identify and apply strategies to find appropriate solutions


relevant theories have been applied & are evident throughout the work

such as an understanding & application buyer behaviour models in Task


An appropriate balance of theory & practice is evident throughout

demonstrating strong analysis. This should include the use of real-

life examples where possible

M2 – Select design and apply appropriate methods/techniques


a range of sources of information used in addition to that provided on

the RDI learning materials site such as appropriate websites & texts

complex information has been synthesised and analysed such as the

relevance of the identified such as the role of the sales force in differing

situations – you should use ilearn to work through the study skills lesson

critical analysis

M3 – Present and Communicate Findings


an appropriate style has been adopted which is free from major

grammatical error

logical and coherent arguments have been presented such the roles of

motivation & training, databases, etc & these demonstrate good


technical sales & marketing terminology & language has been

accurately used, demonstrating understanding

Comprehensive referencing of sources is evident in the work using the

Harvard format

Assessment Criteria for Distinction

To achieve a Distinction you have met all of the Pass and the Merit

criteria. Each of the Distinction criteria must be met at least once within

the assignment.

The following statements are examples of how a Distinction may be

achieved, if you do meet the Distinction Criteria by showing you have

reached this level in other ways then credit will be awarded for this. You

will need to meet D1,D2,D3 at least once.

Analysis, evaluation & synthesis will be evident at this level

D1 – Use critical reflection to evaluate own work and justify valid



realistic suggestions have been proposed for example in terms of how

to motivate a sales force through training or organise a sales team with

an acknowledgement of how motivation might vary between individuals

D2 – Take responsibility for managing and organising activities


autonomy/independence demonstrated for example in your research into

different sales strategies – aim to use a good balance of theory to practice

with reference to academic sources

Assignment is completed fully to deadline

D3 – Demonstrate convergent/lateral/creative thinking


Ideas are evaluated for their validity & realism in the context of the

organisation including any recommendations you have made for example

in recruitment & selection

capacity for innovation and creative thought has been used for

example in generating new ideas to improve the sales process &

motivating employees & in the PowerPoint presentation slides.

Additionally you will provide a logical rationale as to the strategy for

entering foreign markets

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