FINAL TERM REPORT: SALES

MANAGEMENT

Submitted by:
Ayesha Sohail 20201-28778
Aliza Ahmed 20201-28521
Submitted to: Shamikh Pervez 20201-27693
Khadija Awan 20201-28816
Sir Mukhtar Ahmed Khan
Table of Contents
........................................................................................................................................................................0
Acknowledgement ..........................................................................................................................................2
Industry Background .......................................................................................................................................3
Company Background .....................................................................................................................................3
Mission ............................................................................................................................................................4
Careem’s Offerings .........................................................................................................................................4
Sales Objectives ..............................................................................................................................................5
Sales Force Structure (South) .........................................................................................................................5
Sales Operations .............................................................................................................................................6
Key Accounts...............................................................................................................................................6
Market Trends ............................................................................................................................................6
Compliance .................................................................................................................................................6
Sales Targets and Forecast..........................................................................................................................7
Sales Efforts: ...............................................................................................................................................7
Sales Leads: .................................................................................................................................................7
Challenges for Sales operations: .................................................................................................................7
Market And Sales Potential ............................................................................................................................8
Job Description ...............................................................................................................................................8
Regional sales manager: .............................................................................................................................8
Regional sales associate:.............................................................................................................................9
Regional fleet associate: .............................................................................................................................9
Fleet coordinator: .......................................................................................................................................9
Distribution Strategy .......................................................................................................................................9
Sales Process .................................................................................................................................................10
Recruitment and Training .............................................................................................................................10
Performance Evaluations ..............................................................................................................................10
Incentives Scheme ........................................................................................................................................11
Gaps & Recommendations ...........................................................................................................................12
Appendix .......................................................................................................................................................13
 Acknowledgement
First, we would like to thank Allah Almighty for giving us strength to do this project. We
would also like to express our deep gratitude to Sir Mukhtar Ahmed Khan, our instructor for
this course, Sales Management, for his guidance which helped us in preparing this report.
 Industry Background
Careem is a super app established in Dubai that operates in over 100 cities and serves 12
nations in the Middle East, Africa, and South Asia. The business, which had a market value
of over US$2 billion in 2018, was purchased by Uber for $3.1 billion in January 2020 and is
now a fully-owned subsidiary of the firm.

It is driven by a passionate purpose of simplifying and enhancing people's lives and to

develop an exceptional company that inspires. It was founded in July 2012, and in January
2020, it became an entirely owned division of Uber Technologies, Inc.

Mudassir Sheikh, an American of Pakistani descent, and Magnus Olsson, a Swedishman,

launched Careem after working as management consultants at McKinsey & Company. It
began as a website-based business for corporate car bookings in July 2012, and has now
expanded into a ridesharing firm with car hire for everyday use. When Mudassir Sheikha and
Magnus Olsson decided to start their own business in the Middle East, they knew they
wanted to create something "big and meaningful." Almost a decade into their experience with
Careem, they are outperforming all expectations—on both counts. What began in 2012 as a
grassroots ride-sharing app in Dubai has grown into a complete platform and Super App that
is expanding across the region, delivering new employment opportunities and access to
amenities to millions of people.

Company Background
Careem is a business that connects customers to rides using an app-based automobile service.
It creates an online platform with a marketplace of neighborhood drivers where customers
can order a trip, view the fare, and have it charged to the credit card of their choice. The
Careem app enables users to order food and have it delivered, take a taxi, rent a car or a bike,
shop online, and conduct digital transactions. For the larger Middle East, Careem is creating
"the everything app," which will make it simpler than ever to go about, order meals and
groceries, handle payments and bills, and more. Throughout the app, the Careem Plus
membership service offers outstanding value. The compelling mission of Careem is to make
people's lives easier and better while creating an amazing company that inspires. Since 2012,
Careem has made money for over 2.5 million Captains, made life easier for more than 50
million users, and established a platform for the greatest talent in the area to flourish and for
business owners to grow their enterprises.
 Mission
To simplify and improve the lives of people and build an awesome organization that inspires.

Careem’s Offerings
Ride: Careem aims to simplify the lives of its customers by offering them a wide selection of
community drivers to select from, enabling them to schedule their rides in advance, enabling
others to track their rides to ensure safety, and enabling customers to pay using the method of
their choice, such as cash, credit cards, or Careem credit. There are numerous choices
available when booking rides:

 Standard
 Premium
 Hala
 Max
 Kids

Food: Careem expanded into the food-based sector by serving as a mediator between food-
based businesses and customers.

Fast grocery delivery: Careem has simplified things by providing the fastest grocery delivery
service available.

Delivering anything swiftly, at any moment.

The simplest method of payment is to transmit, spend, and hold funds via Careem pay.

Cleaning: Careem workers are hired for cleaning work.

Bike: Careem's bike is convenient for short journeys and is both inexpensive and simple.

Send cash: Careem Pay offers the ability to send and receive cash, simplifying payments.

Careem Plus: By signing up for C Plus, one can choose from discounts including 10% off
their first 10 trips, no delivery fees for food or groceries, unlimited bike rides, 20% off house
cleaning, and 15% off PCR tests.

Pay Bills: It offers the option to pay bills with a single tap.
 Sales Objectives
Sales objectives are targets set by the sales manager. It is necessary for the sales objectives to
be aligned with the objective of the company. The goals should be SMART, such as specific,
measurable, achievable, relevant and time bound so that they yield effective results. The sales
objectives provide a roadmap for the employees to follow, to achieve their targets.
Careem`s B2B model`s sales objectives are focused on increasing their sales revenue and
retaining their existing customers by providing them valuable experience as their slogan
entails “Every experience matters.”
Careem was able to secure sales revenue somewhere between $500,000-$800,000 last year
and in coming future they’re planning for a growth of 20%-30%. As Careem is leading the
market of ride hailing their goal is to keep on leading the market.
Expanding into new markets and segments is a strategy that careem is planning to increase
their revenue. They are planning to tap into the educational market by providing carpooling
services and Fixed cars with a captain to increase their sales revenue and market share.

Sales Force Structure (South)

The regional manager is the head of the south division, and he reports back to the national
sales manager.
Under regional manager comes two regional sales associates who are solely dedicated to the
south region and one regional fleet associate. Further there are two fleet coordinators under
regional fleet associate.
Regional sales associates’ responsibilities are to bring new leads through lead generation
using the cold calls tactic, sales pitching and onboarding of the account.
Regional Fleet Associate’s job is related to the operations of the sales. Fleet associate along
with fleet coordinators are responsible for ground level work. They look for vendors for
outsourcing of vehicles as Careem has limited number of vehicles available. The fleet
coordinators are responsible to report to regional fleet associate. They are the actual people in
market. The fleet coordinators increase dependent on the number of accounts. Currently,
there are two fleet coordinators for 300 accounts in Karachi.

Sales Operations
The Careem’s B2B sales operations primarily focuses on acquisition and maintenance of key
accounts. The weekly meetings are held religiously which is attended by following
departments: sales, operations, marketing, and the upper management so that they`ll have a
clear view of where Careem is leading.
On daily basis the sales team have short meeting called daily hurdle. In this meeting the
regional head take updates from the regional sales associates on the ongoing lead. They
discuss the potential accounts and which account to be closed.

Key Accounts
Careem’s B2B focuses on catering to the rising needs of mass commit services that is to
provide the services to the organizations for transportation of their employees from
workplace to their homes and office work trips for example, from branch offices to the
warehouse or to different branches.
The key accounts of Careem are the following:
Ptcl, jazz affinity, fly Jinnah, air sial, Daraz, Gerry’s data, Engro corps, Engro polymer ,nestle
khadi.

Market Trends
Careem are the market leaders hence, they find it much easier to analyse the market trends.
They use the current statistical data of their ongoing accounts and market conditions to
analyse the changing customer trends. They can obtain direct response of changing demands
from their key accounts for example, currently due to high inflation many accounts of
Careem were concerned with the high costs. Therefore, Careem provided them with a
solution of bikes for their male employees living in certain areas. This was efficient and less
costly for those accounts of Careem.

Compliance
Careem has a very strict company policy and SOPs that must follow by all the levels of
employees. There are different vendor and customers contacts that are thoroughly reviewed
and recorded. The sales associates and the fleet associates and their subordinates are closely
monitored by the regional heads. The legal team of Careem is very active and they keep up to
date check and balance on the new onboarding of accounts. Also, Careem often keep
seminars on workplace ethics for each department to remind their respective departments of
the company policies.

Sales Targets and Forecast

In Careem B2B, there is targeting instead of sales forecast is based on business volume. On
the quarterly basis it’s decided on how many accounts to be on boarded to achieve the
business target.
These sales targets are tracked on weekly basis by the sales team. They keep a constant check
on the accounts. The accounts that are not working well are investigated and meeting with
those clients are held. At last, along with the regional heads it’s decided to either continue or
close the account.

Sales Efforts:
The sales efforts are successfully after the account is fully boarded and the contacts are all
legally finalized. The sales teams are awarded both monitory and non-monitory for their sales
efforts depending on how important the account is for Careem.

Sales Leads:
The sales leads are developed through the cold calls. These leads are taken based on the sales
volume. The more the sales volume the more important the lead becomes for Careem.
However, it doesn’t mean Careem neglects its smaller leads. Their regional heads are very
critical of maintain the balance between the big and smaller leads.
CRM Data Analytics:
Careem uses the CRM tool Zendesk through which Careem provides their customer services
and interact with the customers in case of any inquiry by the customer. This platforms helps
in resolving customers’ issues and in hearing their feedback. Therefore, this CRM tool helps
Careem in using the customer data to identify the areas of improvement in order to provide
better services to their customers. Zendesk supports Careem in centralizing the customer
communication across all mediums such as email, social media.

Challenges for Sales operations:

The major challenge for Careem in its sales operations are the bad customer experiences. The
bad experiences can be related to the captains’ behaviour or the vehicle issues. However, the
sales team is always on the top to get back to the customers regarding their bad experience.
The accounts that have the unfavourable experiences are then compensated in different ways
to make up for the bad experience.
Secondly, it’s difficult for Careem to operate in areas where they do not have direct services
for example, interior Sindh. In this area, Careem has to outsource the drivers and vehicle and
they have to make sure that the outsourcing is up to the company’s standards. However, it’s
still an issue of not having direct control. Secondly, it’s also a problem to arrange for the
vehicles or drivers at a short notice for areas where the Careem’s services are not available
directly. Furthermore, at times the potential clients have unusual demands which are often not
possible on reality grounds hence, Careem has to drop those potential account.

Market & Sales Potential

Careem has business model where they provide mobility solutions to the clients/customers.
What they do is provide them rental car services, like pick and drop over multiple platforms
like airport or monthly employee pick and drop services, through there coasters or vans and
other different modes of transportation.
So, basically the sort of service is customized depending on what exactly is the customer
wants.
There are no such untapped markets. They are currently dealing with all industries, that
includes education, health, banking, tech, consumer goods, pharmaceutical and recently they
even got into the aviation industry. Four months down the road, they onboarded “Fly Jinnah”,
and then recently on boarded “Air Sial” as well.
And though, there might be some different services that they may bring in future, but when it
comes to untapped markets, so according to them there aren’t any untapped markets left as of
right now.

However, but when it comes to segments there are segments they plan to explore, like
providing pick and drop services on a fixed model for students, university graduates and
school going students who usually commute to school through there own or by carpool. So,
the plan is to like offer the customers or connect them with a fixed driver and car, where they
could buy a certain package and avail the credits or miles specified in that package in that
particular month. And the payment would be on monthly basis through different available
modes.

Job Description

The person should be sharp, he must be street smart. Should be able to build connections in
the market. Extremely good communication skills.

Regional sales manager:

Their role is to Define and implement an agreed sales plan, and work effectively to deliver
revenue against pre-defined targets and objectives.
Their major task is to provide a regular reporting to ensure other team members as well as
operations and corporate support are fully informed of the latest actions and information. It is
very important that they establish and maintain professional business relationship with the
targeted customers and partners.
They should have great knowledge about the service so they can educate their clients and
prospects on the propositions and services.
Regional sales associate:
Their role is to bring leads, then qualify the prospective leads, nurture those leads and
successfully convert them into potential clients. Their task also includes onboarding new
accounts, all the task related to onboarding of the new accounts is handled by regional sales
associate such as contract binding, signing the contract etc. In conclusion they work to bring
new business to careem, qualifying sales leads, pitch sales idea to prospective clients which
could also include cold calls.

Regional fleet associate:

Their role is to manage all the operational activities that comes around during or after the
sales pitch. They manage all the ground level activities. They look out for the demand of
existing and potential clients, and work upon to satisfy them. For example, if a client wants
12 cars and has a demand for a specific car for example wagonR or hijet then the fleet
managers look out for vendors who are willing to rent out their cars to careem, they negotiate
the rates etc.

Fleet coordinator:
They report to fleet associate. They help the fleet associate in day-to-day operations. For
example, finding out new vendors, arranging the meeting of vendors with fleet associate or
designing the contracts with vendors etc.

Distribution Strategy
The distribution strategy of Careem is that it is available on various platforms may it be apple
Store, google play store, etc. It's basically an application-based model, where the customer
opens the application, and book themselves a ride. So, with just a few taps one could easily
avail the services. And since it's a tech-based product, that itself becomes an efficient process
as the app is available to customers anywhere, any place they want to go.
Wherever they have their cell phones with them and wherever they have network signals with
them, it's there with them. Thus, the product is there with them 24/7 in their pocket, and they
can use it whenever they want to.
 Sales Process
The sales process works in the manner that they have a website where they get a lot of
questions or a lot of queries from various customers, who are then called to discuss what
exactly the problem is and how the team (Careem Team) can provide them with mobility
solutions. The other way is that they reach out to potential customers, these can be references,
cold calls, or through a website lead generation where companies reach out to Careem and
ask them for customized services package. And this way the lead sales are pitched about the
service which then leads to negotiations, to conversion and then towards closing the sale
through signing the contract.
In order to measure the success, there is a certain sales volume range to be met, plus if the
account is growing on monthly basis, and also this increase in sales means that Careem’s
market share is increasing overall.

Recruitment and Training

When hiring, they look for three essential characteristics in a candidate: sharpness because it
is corporate sales, market contacts, street smartness, and exceptional communication skills
because that is what all need in sales. They mostly provide OJT- On the Job Training to new
hires because it is the most appropriate method of learning how to do the job (or do it better)
while in the role. Employees develop the practical skills and knowledge required for their
profession through hands-on instruction and mentoring. They learn many duties such as
interacting, creating connections, and gaining practical experience with their seniors.

Performance Evaluations
Employee performance can be measured by the number of rides taken, income earned,
feedback on the captain, and so on. They have established several criteria in order to measure
performance, one of which is termed Every Experience Matter (EEM), in which they
primarily prioritize their customers' experiences, which should not be negative. Because a
positive customer experience will result in positive feedback, which will increase consumer
ride taking and income.
 Incentives Scheme
Incentives are given on quarterly basis, if after three months a certain percentage of sales
target is achieved, then the employee is offered the incentive whatever he/she is entitled to,
based on the below mentioned criteria.

SALES TARGET ACHIEVED INCENTIVES OFFERED

Over 90% 20% of The Gross Salary
Over 110% 30% of the Gross Salary

This is as per them is a very suitable criteria as it also allows the employee to meet the target
in the upcoming month of that quarter, if he/she wasn’t able to meet the target in the current
month.
 Gaps & Recommendations
 In the area of sales operations, the company is outsourcing its work, and this can have
certain disadvantages like the quality of service not being up to the mark, lack of
control and even uncertainty regarding the vendors (in this case the drivers). This puts
Careem’s brand image on stake because a bad vendor service will lead to a bad
customer experience.

 In areas like interior Sindh, Chaman, sukkar where Careem’s direct service is not
available gets near to impossible for careem to arrange a car for their clients within 2-
2-3 hours, This implies that Careem is not much in control in areas where they do not
have their direct services. Therefore, I would recommend careem to launch their
direct services in these areas to capture these markets and earn greater revenue or at
least have few cars reserved for areas like these according to the demand.

 Careem has around 300 to 400 accounts solely in Karachi and only a small team of
one fleet associate along with two fleet coordinators are responsible to manage the
large sum of accounts. This low number of staff over burdens the fleet team which
distorts their workload ultimately leading to underservicing. This will eventually
make the clients dissatisfied with Careem’s services. In this case, careem should have
daily meetings with their staff to ensure none of their team members is feeling
overwhelmed with the work. While designing the tasks they should also care about
the work balance of all the team members. If the work is balanced between all the
employees, then the chances of underservicing and ineffectiveness will decrease.

 Careem solely focuses on-the-job training. Although, on job training is considered the
most efficient but in the field of sales off-the-job training such as mentorship and role
playing plays an important role in teaching the salespeople on how act in different
hypothetical situations and to get vital information and tricks from the brand
managers who share their experiences in those off-the-job training seminars.
Therefore, we would recommend careem to start providing off the job training, this
will not only increase the effectiveness of the employees and their performance but
also encourage them and motivate them to work harder.

 Careem does not have any specific key metrics to measure the performance of the
employees or the success of the accounts. They are only depending on the onboarding
of maximum number of accounts. The performance metrics are poorly set hence,
resulting in distorted compensation. The salespersons find it difficult to measure their
compensation. Careem should have proper metrics set to measure the performance of
their employees such as return on investment per employee, number of leads
converted into clients, relationship with existing client, volume of business from each
client.
Appendix