Importance of Sales Force to Strategic Development of a Company

Only available on StudyMode
  • Download(s) : 502
  • Published : March 8, 2012
Open Document
Text Preview
EXECUTIVE SUMMARY
The report has discussed the ‘Importance of Sales force to Strategic development of a company’. The case of Auckland Engineering Plc. has been examined and the various problems like higher price and over expenditure on advertising have been discussed. The role that a sales team can play in solving these problems like defending their price by focussing on the quality of the product has been observed. Sales team play a vital role in gathering up-to date information about the market and help the management of the company in forming growth strategies.” Salespeople operate at the boundaries of their firms with buyer and are in the best position to not only adapt to initial on going changes in the customer needs but also to anticipate customer’s future desires” (Flint 2002) The report also states the much required co-ordination between the advertising and the sales department of Auckland Engineering Plc. and how the transfer of information from the sales department to the advertising department can help in forming effective advertising strategies. The report also examines the SWOT analysis of Auckland Engineering Plc. and the ways in which it is of relevance to the sales force of the Company. The report suggests the use of TOWS matrix by the sales force to capture Opportunities using Strength and correct weakness to eliminate threats. The report finally discusses the use of Ansoff Matrix by the company and how the sales team plays a crucial role in these development strategies,

CONTENTS
INTRODUCTION3
ISSUES AND PROBLEM RELEVANT TO THE SALES FORCE4-5
PROMOTIONAL MIX OF AUCKLAND ENGINEERING PLC.6-8
RELEVANCE OF SWOT ANALYSIS9-11
ANSOFF’S MATRIX12-13
CONCLUSION14
REFLECTION15
REFRENCES16
Appendix 1
Appendix 2
Appendix 3

INTRODUCTION
This report aims to discuss ‘the value and contribution of a sales team to the strategic development of a company’. The case of Auckland Engineering Plc.(appendix 1) has been examined throwing light at the problems faced by the company and its sales force. The report begins with the examination of the problems faced by the sales team of Auckland and then tries to observe the promotional mix of Auckland Engineering Plc. Later in the report, the SWOT analysis and its importance to the sales force has be explained and finally how the sales force play an important role in achieving the growth strategies mentioned in Ansoff Matrix has been described. METHODOLOGY

The evidence used in the report to form opinions and suggestions has been collected by the author using books, online journals and internet. The report consists of all the secondary sources of data collection.

ISSUES AND PROBLEM RELEVANT TO THE SALES FORCE
At Auckland Engineering Plc. The Marketing director is unhappy with the unsystematic planning of the company’s strategies and is planning to re-define the business in customer terms. Looking at the memo sent by the marketing director to the sales manager, few problems and issues concerned for the sales force can be highlighted. Higher Price: The prices of the machinery produced by them are approximately 10 % above industry average. This can be termed as one of the issues that the company and the sales person has to deal with while negotiating with a prospective client. But if the sales force is well skilled in negotiations and tackling objections, they can easily justify the higher price highlighting the benefits of the product. A sales person has to translate how higher cost will result into greater benefits for the client. Looking at the SWOT analysis (appendix 1), one of their main strength is quality and reliability. A sales person can highlight the reliability and the quality of his product, may be comparing them with the competitor’s product to justify the higher price. As the company also possess manufacturing flexibility second to none, the higher price can be justified by the sales...
tracking img