31-07-2012, 02:23 PM
amul marketing strategy
amUL MARKETING STRATEGY.doc (Size: 1.14 MB / Downloads: 40)
INTRODUCTION:
FORMULATION OF SALES STRATEGY:
The sales management function, comprises the management of the sales personnel and activities that make up the corporate sales effort. Sales managers are entrusted with the 'task of organising, planning and implementing the sales effort so as to achieve corporate goals related to market share, sales volume and return on investment. The task involves the sales manager in a set of activities both within the organisation, and outside with other organisations.
Embodiment of all these functions can be seen in the development of sales strategy which often proves vital to the success of the organisation. areas in sales management which are particularly relevant to strategy formulation are:
• Deciding upon type and quality of sales personnel required
• Determination of the size of the sales force
• Organisation and design of the sales department
• Territory design
• Recruitment and training procedures
• Task allocation
• Compensation of sales force
• Performance appraisal and control system
• Feedback mechanism to be adopted
• Managing channel relationship'
• Coordination with other Marketing department
ROLE OF SALES MANAGEMENT:
Functions of Sales Management in an organisation are two fold. On one hand, it acts on behalf of Management and scrutinises the orders picked up by the sales team and, on the other hand, it acts as the principal agency of the Sales team which executes the orders by co-ordinating among various departments and agencies.
Activities that come under the purview of this department are the following:
• Vetting of an order, both technically and commercially
• Obtaining the items. / services that are requied to be delivered to the customer.
• Delivering items I services to the customer i.e. logistic.
• Organising installation / erection / testing of the items supplied.
• Invoicing
• Controlling Bills Receivables.
• Information/ feedback system;
• Implementation of incentive schemes
SALES FORECASTING
Sales forecasting is an estimation of projected sales for a time period. Simply speaking, the process of sales forecasting involves reviewing performance and history of the product or service and relating it to the marketing and sales efforts of the firm, within the anticipated market environment (economic, competitive, technological, public policy, etc.) and buyer behaviour.
Sales forecasts are time span related and therefore termed as, short term forecasts – covering time period of upto a year or medium term forecasts – for a time period of around five years. The exact time period for which a forecast is developed is dependent on the product/market characteristics as well as the purpose for which it is developed and hence may vary from company to company. The longer the time span covered, the more qualitative will be the forecast and the shorter the time span covered, the more quantitative will be the forecast.