Assignment 1

Course Title: Sales Management

Course Code: MKT401
Section: 02
Semester: Summer’20

Submitted By:
Name ID
Khaled Mirza 2017-1-10-229
Mahmud Hassan 2016-1-10-326
Shanta Islam 2016-1-14-008
Md Tanveer Hossain 2017-1-10-329
Afifa Siddika Ador 2017-1-10-070
Maisa Farjana Meem 2017-1-10-007
Muntasir Tanvir 2018-1-10-304

Submitted to:
Mashruha Zabeen
Senior Lecturer
Department of Business Administration
East West University

Date of Submission: 9th August,2020

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Table of Contents

Introduction of Territory Sales Manager ................................................................................... 3

What is his opinion about selling as a profession? .................................................................... 3
What is His Current Sales Territory? ......................................................................................... 4
What is the Company Organogram? .......................................................................................... 4
What are His Responsibilities as a Territory Manage? .............................................................. 5
How They Set the Target? ......................................................................................................... 6
How they Manage the Sales Force? ........................................................................................... 7
What Are the Productivity Techniques They Follow? .............................................................. 7
What are the Relationship Strategies that They Follow? ........................................................... 8
How they maintain Ethical Challenges? .................................................................................... 9
Is There Any Success Story of Him and His Organization? ...................................................... 9

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 To know about a territory manager’s experience about his job, we conducted an
interview with an assistant manager of Shah Cement. We took an appointment to meet him.
We asked him several questions regarding his company, his management activities, how he
sees sales as a profession, his success stories, relationship strategies; etc. Based on the
interview, we got the following information;

Introduction of Territory Sales Manager

This is Mohammad Saif Ullah, Assistant Manager of Sales and
Marketing Department, Shah Cement Industry Ltd. Shah Cement
is a product of Abul Khair Group since March 10, 2002. He has started
his job in Abul Khair Group in 1995 as a marketing manager. At that
time, he was a marketing manager of Star Ship condensed milk. In
2004 he shifted to Shah Cement. Till 2018, he was a regional manger
but in 2019, he got a double promotion and became an assistant
manager.

He completed his graduation from Government Mujib College which is located in Noakhali
which is also his home district. After that he started doing his post-graduation from
University of Mumbai but due to some problem, he could not complete that and returned
Bangladesh.

What is his opinion about selling as a profession?

Mohammad Saif Ullah said that no job is easy and marketing is a challenging job. Selling is a
critical task as it deals with customers to create a relationship. He also added that to do good
in this field one has to enjoy this job. He tries to find the enthusiasm in his job which helps
him to work with full energy. He enjoys his job very much. Being an extrovert, he thinks,
sales sector is an opportunity for him. He believes once one starts to love his job it becomes
easy for him to give the best effort and come out with a significant result.

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 What is His Current Sales Territory?

Right now, Mr. Saif is operating in Sylhet Division. He is operating in this territory since
2016. Under his supervision, 4 districts are there. They are Sylhet, Hobiganj, Moulovibazar
and Sunamganj. He mainly stays in Sylhet district. He visits other three districts 3 days in a
week. And rest of the days he stays in Sylhet districts.

What is the Company Organogram?

Deputy Grand Manager (sales)

Assistant Grand Manager (sales)

Senior Marketing Manager

Assistant Manager

This flowchart shows the hierarchy of sales department from the top position to Mr. Saif
Ullah’s Position. The top position of this department is Deputy Grand Manager. Then the
second top position is Assistant Grand Manager and then Senior Marketing Manager. After
that, position of Mr. Saif comes i.e. Assistant Manager. then there are many more layer
like senior Regional Manager, Regional Manager, Area Manager etcetera.

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 What are His Responsibilities as a Territory Manage?

Territory Sales Managers oversee the daily sales operations of Sales Representatives that are
assigned to a geographical area. They train sales employees, develop effective sales
strategies, and ensure that sales quotas for an assigned territory are met.

As a territory manager, followings are the responsibilities of Mr. Saif;

→ Getting the target from the top and set up the target.
→ Identifying the market size and planning the target based on market size and demand.
→ Distributing the targets among subordinates based on their market size.
→ Motivating and influencing subordinates to accomplish the target.
→ Collecting day to day sales update.
→ Maintaining the relationship with dealer and distributors.
→ Arranging meetings with dealers.
→ Ensuring the deliveries.
→ Operating the Ghat.
→ Operating the factory.
→ Building a strong relationship with both internal and external customers.
→ Arranging the Mason’s Programs.
→ Accounting the whole months information.
→ Submitting the monthly report to the immediate supervisor.

Mr. Saif is responsible to the senior marketing manager for his performance. Senior
Marketing Manager will not see what Area Manager did. So, it is Mr. Saif’s responsibility to
make his subordinates efficient and to achieve his as well as organization’s desire goal.

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 How They Set the Target?

Mr. Saif said, marketing job is all about target. A marketing job without target is like a boat
without an oar. If a boat does not have an oar, it has nothing to do. It will have to go with the
flow of the river. But, if it has an oar, it can easily reach its destination. Similarly, in the
marketing job, if they don’t have any target, the company will never grow. To survive in the
market with the competitors, target is a must.

In the beginning of every months, Mr. Saif receives a target to achieve. When we asked him
about his target amount, he was a bit restricted to share but then he said that every month, he
receives a target of around 4,00,000-5,00,000 bags of cement. But this number also varies. It
varies by two way;

→ Seasonally: according to study, during the rainy season, construction of building

reduces. People usually stop constructing. Therefore, the sale of cement decreases.
And therefore, the company has to reduce the target. But during winter or summer,
the construction of buildings and other infrastructures increases. And therefore, the
company increases the target.
→ Based on market size: all the region does not have the same size of market. Some
region has a large market and some has a smaller market. For example, Cumilla is a
large market in Bangladesh. But Khulna has a small market. So, target of Khulna and
target of Cumilla will obviously differentiate.

Once Mr. Saif gets his target, he delegates this target among all of his Area manager. He has
four Area managers for four districts. Among them Sylhet and Moulovibazar has larger
market compared to Sunamganj and Hobiganj. So, these two districts get higher target.
Again, area manager then distributes that target among his subordinates and these process
goes on.

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 How they Manage the Sales Force?

Mr. Saif said they don’t believe that forcing subordinate to achieve the sales target is a good
way. They believe in team work. Once Mr. Saif gets his target, he delegates his target within
his subordinates. They together work in the field to achieve that target. In this case they
believe that they are not individual. All together they are an entity. So, achieving the goal
becomes easier for them and through this, they have created a strong control over the market.

Later Mr. Saif said that he usually does his office activities from Sylhet district. Therefore, he
usually spends major time in Sylhet. But under his supervision, there are three more districts
i.e. Hobiganj, Moulovibazar, Sunamganj. In these cities, sometimes management lag behinds
in his absence. Team work in Sylhet in comparatively strong compare to rest three districts.
Therefore, sometimes he needs to be a bit hard on them and force them to work hard and to
achieve their desire targets.

Mr. Saif is also responsible for training and orienting new idea for his subordinates to make
the sales process easier and enjoyable for them. One of the major strategies they use is an
event named “Rajmistri- Swapno Gorar Karigor”. In this event many masons, some
distributors, 2-3 well known person in the society and he himself attends and shows his own
skills over those masons and distributors to his employees. He sows how to persuade the
distributors to buy their cement and how to persuade masons to give the suggestion to use
Shah Cement to the construction owner during making a building. Because if the masons
agree on that point, distributor will buy more cement and therefore their target will be
fulfilled.

What Are the Productivity Techniques They Follow?

A good motivation can increase the productivity and efficiency of an employee and of the
organization. After talking to Mr. Saif, we identified they follow several techniques to
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motivate their employees. We have identified this part to be the most interesting part during
the whole interview.

Shah Cement offers a good amount of incentives to the employees on their achievement of
target sale. Like we said earlier, suppose Mr. Saif gets a target sale of 4,00,000 cement bags
every month. So, Mr. Saif will get extra incentive if he can achieve this target. But even if he
fails, he will get a certain incentive based on his achievement. Suppose he achieved a sale of
3,50,000, he will get incentive on that 3,50,000.

Also, if they can achieve more than their target, they will be offered with some extra benefits.
They may get a family tour offer or they may offer with some cash bonus.

The top three performer of the year, gets foreign family tour offer with five-star
opportunities.

Mr. Saif motivates their employees with these offers and incentives. Sometimes their salary
becomes double due to that incentives. Also, he offers many kinds of home like Frying Pan,
Pressure Cooker, Rice Cooker, Ceramics etc. to his employees.

What are the Relationship Strategies that They Follow?

As a sales person, maintaining relationship with customers is a big challenge of marketing. In

the interview, Mr. Saif said that when they meet with their customers, they maintain their
gesture, posture, good facial expressions, eye contact, degree of firmness etcetera. Formal
dress code is a mandatory for them.

As a sales manager, initially their job is operating B2B business not B2C business. A core
customer may not care what he is wearing or how he is looking but a salesman always notices
that. Therefore, whenever they meet a dealer, they always need to be careful about what they
are wearing. Because their dressing sense expresses them without words and this has more
impact than verbal communications.

Also, they have to be formal during their office times as well.

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 How they maintain Ethical Challenges?

When we asked Mr. Saif about their ethics, Mr. Saif instantly said that all sales persons work
together in Shah Cement in ethical way for achieving their goals. They belief that they are the
market leader in cement sector since last 15 years. So, they already have a dominance in the
market. They don’t even need to be unethical. They can achieve their goal easily in an ethical
way,

They never belief in bribery. They even think that it will ruin their market image.

But sometimes they do some gift giving operations. They give many gifts to their customers.
They gift Mug, Ceramics, Pressure Cooker, Rice Cooker, Frying Pan etcetera. We need to
know that these are not bribery. These are gift. They give this once the selling process is
done.

Also, sometimes they offer gift coupons to the customers. Like if they buy 500 bags, they
may get a coupon; if they buy 700 bags, they may get 2 coupons. In these coupons, gifts are
like; Bike, AC, Fridge, LED TV, Washing Machine, Jewelries, internal tour, external tour
etc. customers get attracted to these gifts and buy more bags of cement and ultimately the sale
of the company raises.

Is There Any Success Story of Him and His Organization?

Shah Cement Ltd. has been the leading cement brand of Bangladesh for over 15 years. The
brand became the market leader during the first year of introduction and consolidated its
leadership every year.

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It has received the best brand award of Bangladesh for several times. Shah Cement Industries
Ltd. won the prestigious ‘Brand Leadership Award’ at the 9th edition of the CMO Asia
Awards held at Radisson Blu Dhaka Water Garden on Sep 23, 2018. The awards seek to
identify and celebrate outstanding brand building & marketing by organizations, individuals,
and teams in Bangladesh.

Among all the categories, ‘Brand Leadership Award’ is the most prestigious and is awarded
for having a solid internal & external perception based on credibility, achievement, and
valued contribution to the business. It also recognizes the companies that are having an
excellent track record of performance and achievements which are demonstrated through
strong values, integrity, and work-life balance.

In 2018, Phillip Cotler came in Bangladesh and visited Shah Cement office. After visiting he
pointed Shah Cement to be the best brand of the country.

In September 6, 2018, Shah Cement included their name in the Guinness Book of World
Record for establishing the world’s largest vertical roller mills.

Besides the company success story, Mr. Saif has some of his own success stories. Mr. Saif
achieved the first position in the sales among 18 regions of the country when he was a
regional manager. He achieved this first position in sales thrice; in 2014, 2015 and 2018. In
2013 and 2016, he achieved the second position in the whole country.

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