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INDIAN INSTITUTE OF FOREIGN TRADE

Delhi & Kolkata

MBA-IB (2016-18)

SALES & DISTRIBUTION MANAGEMENT

Course Coordinator: Dr. Rajendra Prasad Sharma

email: rpsharma@iift.edu, Ph. +91 9903522627

Trimester IV Credits: 2

Course Introduction

Everyone lives by selling something. It is the only functions directly influencing the top-line
and the bottom-line. With product and service differentiation getting narrower, what a
customer buys is largely dependent on the ability of the sales and channel member to instill
trust. Increasingly, the best way to differentiate is the way in which people can buy and the
experience they have at the point of purchase.

Improving distribution is a key source of strategic power. The power has shifted from
upstream players (suppliers, producers) to downstream players (wholesale intermediaries,
retailers, vertically integrated producers). A strong sales and distribution often serves to
foreclose market access to competitors. It is also most profoundly impacted by the internet. It
is normal for firms to go to market via multiple channels. Yet, few firms understand how to
coordinate a multi-channel system.
The course is quite important for B-school graduates. The senior marketing positions are
offered mainly to the people who have sales and distribution management experience at some
level. The course aims at making the participants appreciate a systematic sales management
process and distribution strategy that leads to enhanced organizational performance.

1
Course Objectives

To examine the major decision areas within sales and channel management.

Exposing students to analytical approaches to sales viz. sales planning, process, systems and
sales analysis etc.

To understand the role of sales leaders in sales effectiveness

To understand the distribution flows, channel gaps, institutions etc.

To gain insights on managing and motivating the channel partners

To learn dealing with channels conflicts

Conducting sales & distribution audit

Program Learning Goals covered through this Course

LG 1 : Entrepreneurial Planning:

Sales forecasting, budgeting and distribution planning

LG 2: International Perspective in Decision Making


Various decisions pertaining to international business development and distribution.

LG 3: Sensitivity to Ethical Issues

To identify and analyze ethical conflicts/dilemmas in sales & distribution

Pedagogy

Participant-centered learning involving discussions around the cases. Students will act as co-
producers of learning by doing adequate home work on the cases, readings and assignments.

Linkages with Other Courses

This course has direct linkages with other courses in the marketing area like marketing
management, international marketing and B2 B marketing. Even courses like retailing,
Advertising & promotion management has a bearing on sales and distribution.

2
Evaluation Components

Sr. No.
Component
Weightage

1
Case analyses *
20

2
Review of readings
20

3
S & D Group Project *
20

4
End-term Examination
40

Text Book
The Cases and readings to be provided in the spiral bound format.

References

Charles Futrell : Sales Management Teamwork, Leadership and Technology, 6e, Thomson Learning
Still, Cundiff & Govoni: Sales Management - Decisions, Strategies & Cases, PHI

Spiro, Stanchart & Rich: Salesforce Management , 11 e, TMH

Ingram, Laforge, Avila, Schwepker, Williams: Sales Management: Analysis & decision making

Bert Rosenbloom: Marketing Channels- 7e, South Western, Cengage Learning

Louis, Stern, Couglan & EL Ansary : Marketing Channels- (PHI)

Krishna Havaldar & Vasant M Cavale: Sales & Distribution Management: Text and Cases; , TMH,
2e

Panda & Sahdev: Sales & Distribution Management, Oxford University Press, Latest Edition

SL Gupta Sales & Distribution Management: Text And Cases: With SAP Application_ Excel Books
Pingali Venugopal: Sales & Distribution Management: An Indian perspective; , Sage Publications (ISBN-
978-81-7829-848-1) X

www .salesandmarketingmanagement.com X
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OTHER IMPORTANT INFORMATION

1. Class participation

Read assigned readings, cases and the relevant text before coming to class. Class participation will
be observed and will be considered in the determination of the final grade. Student attitude,
demonstrated ability to work with the group, enthusiasm, etc. will all be taken into account.

2. Group project

Students group will pick a product/service and conduct a sales and distribution audit of the same.
They will analyse the organizations sales processes, sales systems, channel gaps and make
feasible recommendations for improving the S&D for the chosen product.
Organization/Product/service will have to be registered by the groups.

3. End-term examination

The end-term examination will be closed book and will test the participants on the application of
the concepts and ideas learnt in the course.

Expectations

Come to each class well prepared to be able to discuss the required readings and assigned cases in
detail. For each case discussion in class, write up your analysis and recommendations beforehand.

Complete and submit assignments meant for the session, the previous night by 11 pm.

Actively participate as much of the learning will come from discussions during class.
Make a professional presentation on the readings and your group work.

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SESSION PLAN

Session
Coverage

1
Course Overview, Diversity of selling situations, KPIs of SMs, Pre-requisites of sales

people and sales managers, Handling the transition from sales person to sales manager

Case 1: James Steiner

Case assignment question: Should James Be promoted?

Review of readings:

1. Kotler, Rackham and Krishnaswamy: Ending the war between sales and

marketing, HBR

2. Mayer & Greenberg: What makes a good salesman, HBR, July-Aug.2006

2
Managing the selling process for Sales Effectiveness

o Pre-sale preparation

o Developing the sales call-SPIN Selling

o
Presenting/proposing a solution
o
Eliminating doubts/handling objections

o
Negotiation

o
Closing the Sale

o Post-sales follow ups

Case 2: Mediquip

Case assignment question: Why Mediquip lost the sale? Any solution?

Review of readings:

3. Major sales- Who really does the buying?, HBR, July Aug 2006

4. Admason et al: Dismantling the sales machine

3
Sales Planning- Sales forecasting, Sales budgeting, Sales quotas and targets

Case 3: Cottle -Taylor: Expanding the oral care group in India

Case assignment question: Forecast the topline and bottomline for Cottle Taylor.

Assignment1:Exercises on sales force size, hiring etc. (Group submission-Campus 360)

5
Review of readings:

5.
Approaches to sales forecasting-A review

6.
Thomas: New product sales forecasting

4
Managing the selling effort through sales deployment, sales on-boarding, sales

enablement, sales compensation and sales automation; Territory management

Case 4: Eureka Forbes Ltd. : Managing the selling effort (A)

Case assignment question: Assess the Sales management practices at EFL and what

changes do you recommend?

Assignment 2: Time and territory game ( Group submission on campus 360)

Review of reading:

7.
The new science of sales force productivity

5
Leading the sales team; Managing sales velocity

Case 5: Image Intl

Case assignment question: Is Reynold a good sales leader? How can you say?
Review of reading:

8.
Colletti & Fiss: The ultimately accountable job: Leading todays sales

organization, HBR (July-Aug. 2006)

6
Sales controlling: Evaluating the sales performance

Case 6: Hanover Bates Chemical Corporation

Case assignment question: Evaluate the performance of districts, rank them, compare

their performance.

Review of reading:

9.
How right should your customer be?

6
Sales Channels: Flows in distribution, Reverse distribution, Tradeoffs involved, Distributor &
retailer management, Distribution challenges in India

Illustrative case: Tea selling in Taiwan

Case 7: Snacko India Ltd.: Leveraging Trade promotions for competitive advantage

Case assignment question: Analyse the promotion schemes and evaluate the trade promotion by
Snacko.

Review of reading:

Mulky: Distribution Challenges & workable solutions, IIMB Management Review (2013)

Designing customer-oriented distribution channels: Service output demand vs. supply, Gap analysis,
Vertical integration vis--vis channel outsourcing

Illustrative case: Siffco Agrochemicals Ltd

Case 8: D.Light Design: Marketing Channel Strategies In India

Case assignment question: What channel structure do you propose for D. Light ?

Review of reading:

Stern & Sturdivant: Customer-driven distribution systems, HBR

Nunes & Cespedes: The customer has escaped, HBR, Nov. 2003
Managing Marketing Channels -The need for channel management, Channel conflict, Channel
Power, Operational issues in channel Management.

Case 9: Ingersol Rand (A)

Case assignment question: Which channel Centac 200 should go to and why?

Review of reading:

13. Mckinsey: Channel conflicts

Issues in international sales & channel management S& D audit presentations, Wrap up of Course &
Review

Review of reading:

Arnold: Seven rules of international distribution, HBR. Nov-Dec. 2000

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STUDENT SELF-ASSESSMENT OF GROUP PRESENTATION

Please submit one form per group immediately after your presentation.

Names of Group Members:

__________________________________ __________________________________

__________________________________ __________________________________

__________________________________ __________________________________

Group Presentation (specify case/presentation title):

_____________________________________

Self-Assessment of Group Presentation (Pls. assess and give grades):

Assessment Criteria
Weighting
Grade

Suggested

Content (identification of key problem(s), correctness


33%

and creativity of recommendations)


Clarity in presentation of ideas and concepts
33%

Class interest and discussion generated


33%

Overall, our presentation deserves a grade of

Describe two ways in which your presentation was good:

1.

2.
Describe two ways in which your presentation could have been improved:

1.

2.

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PEER EVALUATION ON GROUP ASSIGNMENTS

This form is for you to evaluate your group members. Please submit the completed form to me
at the end of your presentation in a sealed envelope.

Your name: _____________________________________

Group Presentation(specify case/presentation title):

_______________________________________________________________

Name of Project Group


No

Average

Outstanding
Member
Contribution

Contribution

Contribution
1

2
3
4
5
Please elaborate on your evaluation for group members who scored exceptionally low (2 marks
or less) or high (4 marks or more):
Your signature: _______________________ Date: _______________