DSSM-04-935

SALES FORCE DEVELOPMENT

Student Details

Registration Number: DSMM-04-935

EXAMINATION: (December 2022 Examination)

KDC Academy of Management - Sri Lanka

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Student Declaration

Date: 08th October 2022

Dear Examiner
Diploma in Strategic Marketing Management
KDC Academy of Management

Student Confirmation
I hereby certify that the assignment/project of (Full Name of the program and Relevant Stage if Any) is
the result of my own independent work unless otherwise mentioned specifically under referencing
guidance.
Thank you
Student Number – DSMM-04-935

Signature –

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EXECUTIVE SUMMURY
I would like to special thanks for gratitude my lecture Mr. Mahesh Weerathunga who gave me the golden
opportunity to this project. Laugfs Holdings company who also help me complete the project I came to
know so many new areas. I’m really thankful to Laugfs Company.

The task one of this assignment explains about Laugfs Holdings organization of my choice and gives a brief
introduction about the organization, competitor analyzing, financial report, Brand and product portfolio it
markets.
The Task Two explains span of control, Determin gaps in organization structure and how to reach the goals
in next year.
The Task Three explain the importence of the leadership and motivation, leadership approaches and
maximize goals and objectives.

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ACKNOWLEGEMENT

The success and final outcomes of the assignment to required lot of people and I would like to thank to our
lecture Mr. Mahesh Weerathunge and Laugfs Holdings and whatever I have done due to such guidance and
assistant

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Content Page
1. Overview of LAUGFS Holdings
(1.1) Company Name and Operating Industry PG 06
(1.2) Financial Summary of 5 years PG 06
(1.3) Key Customer Segments PG 06
(1.4) Brand and Product Portfolio PG 07
(1.5) Market Share and Competition PG 07
(1.6) Key Stakeholders PG 07
(1.7) Achievement PG 07

2. Organizing sales management function

(2.1) Structure of the sales organization and responsibility PG 08
(2.2) Explanation of Span of control and Decision Making Authority PG 09
(2.3) Determine gaps organization PG 10
(2.4) How to reach New Market in 2023 march 31 PG 10

3. importance of leadership and motivation

(3.1) Diagram of new sales Organization PG 11
(3.2) Difference of the situational leadership and Transactional leadership PG 12
(3.3) Sales motivated techniques and how to implement maximized productivity PG 12
Reference

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(1)Overview of Laugfs Holdings

(1.1) Company name and Operating Industry
Laugfs holdings in the largest service provider in Sri Lanka. Founded in the year 1995, Laugfs has provided
a wide range of service to its customers in the tourism industry (Anantaya chain of luxury resorts,
Ananthaya Resorts and spa) renewable energy generation (Laugfs Gas, Laugfs Petroleum, Laugfs
Lubricants, Laugfs Power, Gas auto Lanka, SLOGAL energy) , automotive service (Laugfs Eco Sri, Laugfs
Car Care ) industrial manufacturing (Laugfs Rubber Corporation, Laugfs Salt and Chemicals)
Logistic(Laugfs Maritime Service, Laugfs terminals Limited) consumer retail (Laugfs Supermarket, JADE
Chinese restaurant, LFINITY (PVT) Ltd, Laugfs international, MEDS pharmacies). According to the
Laugfs company overview explaining Laugfs Domestic Gas supply and operation process and Laugfs
Domestic Gas operation
(1.2) Financial Summary of 5 years

Revenue and Cost Of Sale Operation Income and

Last 5 Years Expences In Last 5 Years

20,000,000,000 1,500,000,000
15,000,000,000 1,000,000,000
10,000,000,000
500,000,000
5,000,000,000
0 0

Revenue Cost Of Sale Operation Income Operation Expences

(1.3) Key Customer Segment

Geographical Factor Customer Type Product Type

Urban Star rating Hotels/ Restaurants/ 37.5 kg/ 12.5 kg/ 5kg/ 2kg
Domestic Users
Sub-Urban Hotels/ Resorts/ Domestic Users 37.5kg/ 12.5 kg/ 5kg/ 2kg
Rural Domestic Users 12.5 kg/ 5 kg / 2 kg

According to the customer segmenting can collecting data considering demographic factors, behavioral
factors and demographic factors.

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(1.4) Brand and Product Portfolio

(1.5) Market share and Competition

Laugfs Gas Company Litro Gas Company

Gas Supply per month Gas supply per Month

Expand Outlets Expand Outlets
Profits Per Month Profit per month
Distribution Areas Distribution

(1.6) Key Stakeholders

According to the stakeholder section Laugfs Company build very strong relationship with their
stakeholders. Key stakeholders are material suppliers, distributing partners, shareholders, Sri Lankan
Customs, Sri Lankan ports authority etc.
(1.7) Achievements

 Industrial safety award 2006

 ISO 9001:2015 Quality Management System certification
 National Productivity Award 2006
 National Safety Award 2008
 CNCI ACHIEVER OF INDUSTRIAL EXCELLANCE 2013
 National Productivity Award 2006National Business Excellence Awards 2014

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(2) Organized Sales Management Function

(2.1) Structure of the sales organization and responsibility

Marketing
Manager

Area Sales Area sales Area sales

Manager (A) Manager (B) Manager (C)
Division Division Division

Sales Sales Sales

Representative Representative Representative
10 10 10

According to the above diagram can explaining operation of the sales organization. In the diagram is
separate 3 main categories. 3 main categories are, Marketing Managers, Area Sales Managers, Sales
Representatives, with reference to the above diagram, the responsibility assigned to them can be briefly
described.
Marketing Manager Responsibility
In the sales process marketing managers have a more responsibility. Recruiting sales team, organizing
training program, covering cost, branding and advertising, handling complain suppliers and customers,
creative innovative ideas, archiving targets for the sales team, collecting records of monthly expenses and
income reports for the company annual reports.
Area Sales Manager Responsibility
In the sales operation process area sales managers have a responsibility in his division. His responsibility
are, sales team recruiting, creating training programs, problem solving in his area, creating targets to the
sales representatives, and promoting, creating monthly financial reports and expenses reports to the
marketing manager, finding opportunity to expand service outlets in his division.

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Sales Representative Responsibility

In the final stage of the sales force sales representative have more responsibility to complete to the work
list to the marketing managers and Area sales managers, Sales representative responsibility are, creating
strong relationship with customers and dealers, complete targets, maintaining records about clients and
suppliers contacts and finding new opportunity to expand service centers, promoting product and service
to the customers.
(2.2) Explanation of Span of control
According to the span of control system there is one or more people who work under a certain group and
report to the higher officer about the responsibility. In this system, the tasks assigned by the higher officer
are carried out to the lower officer. Advantages of the span of control management system are, marketing
manager can supervise each of his subordinates intimately, effective communication between the
subordinates and their manager.
Explanation of Decision making authority

General Manager
(Marketing and Sales)

Sales and marketing Sales and marketing Sales and marketing

Manager Manager Manager

Area Sales Area Sales Area Sales Area Sales Area Sales Area Sales
Manager Manager Manager Manager Manager Manager

Sales Sales Sales

Representative Representative Representative

According to this above diagram General Manager (Marketing and Sales) can make a decision to continue
for the sales and marketing operation. According to this above diagram General Manager (marketing and
sales) divide his work and responsibility to Area sales managers. In the level Area sales Manager have a

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responsibility develop the business in his area, as an examples, find the new business areas, communicate
with customer and supply chain and customers, create a reports to the managements and training
representatives, and create good communication with sales representative.in this operation sales
representative support to the operation. Find the new customers, complete to the payments and income, find
the new service point for the expand Laugfs gas distribution etc.
(2.3) Determine Gaps in Organization Structure
As deficiencies identified in the above diagram, the need to temporarily postpone until the approval of a
higher official or several people in order to get approvals etc. for any activity can be mentioned. In addition,
communication impairments can also be presented. For example, e request submitted by the promotion
officer or obtaining a permission etc. can be mentioned ending with managing officer.
(2.4) How to reach new market in 31 march 2023
Laugfs gas (PVT) LTD Company is the leading company in Sri Lanka. Laugfs holdings is capturing
customer LPG requirements and creating LPG solutions for the customers. But previous month Laugfs
company confirms the confidence and safety of the customers due to the need to spend more money to
import the tools and equipment required for gas production, the time it takes to import the raw materials,
the change in the percentage of gas in the cylinders and the reduction of the profit caused by the consumers
reducing the use of gas. It is expected to introduce a detection device that can be detect gas leaks.

According to the new market reaching Laugfs Gas holding hope to increase their sales volume in 20% based
on the previous financial year. According to this above situation. Laugfs Holdings can create new marketing
teams with Gas safety training for introducing LPG safety systems to the customers. According to this area
Laugfs holdings can market this service to the luxury apartments, luxury hotels and resorts, domestic users,
small type restaurants and manufacturing companies.

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(3) Importance of leadership and motivation

(3.1) Diagram of new sales organization

General Manager
(Marketing and Sales)

Sales and marketing Sales and marketing Sales and marketing

Manager Manager Manager

Area Sales Technical Area Sales Technical Area Sales Technical

Manager Sales team Manager sales team Manager Sales Team

Sales Sales Sales

Representative Representative Representative

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(3.2) Differentiate of the situational leadership and transactional leadership

According to the leadership programing can explain main 2 leadership approaches. Leadership approaches
are, situational leadership and transactional leadership. In the situational leadership approach is making
identified how to manage situation and manage the needs in the team. In this approach is help to the build
motivated staff. In the situational leadership approach is help to identify and improved flexible talent and
useful in startup and or other business that make frequent changers. In the leadership approach is make
strong leaders and good communicators.
In the transactional leadership approach is help to develop motivated staff to complete work. In this
approach leaders make to take rewords to the employees foe the work they do. In this approach is leaders
are making clear structure for the employees. Because of this employees feel safe and understand their
expectations. And make a good understanding about business goals.
According to the above leadership approaches transactional leadership approach is help to develop new
sales team in Laugfs Gas sales team.
(3.3) Sales Motivated techniques and how to implement maximized productivity
Sales team motivation is the important part in the motivation process. Motivation is help to build making
good productivity. God and quality staff for the archiving organizing goals and objectives. In the bellow
diagram is help to understand how to motivate person in the step by step.

Personality
perception
learning
attitude

Unfulfilled Goal or
Needs, Tension Drive Behavior Need
wants and Fulfillment
Desires

Tension
Reduction

In the sales motivation program motivation is divided 2 main types. There are 2 types are, extrinsic
motivation and intrinsic motivation. In the intrinsic motivation instead of factors such as external
influences, pressures, deadlines, motivation is based on one owns effort and commitments.

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Reference
1. Laugfs.lk. 2022. LAUGFS Holdings Limited - Sri Lanka. [online] Available at: <https://www.laugfs.lk/>
[Accessed 9 September 2022]
2. Laugfs.lk. 2022. Industrial / Manufacturing - LAUGFS Holdings Limited - Sri Lanka. [online] Available at:
<https://www.laugfs.lk/industrial> [Accessed 9 September 2022].
3. Laugfs.lk. 2022. Logistics - LAUGFS Holdings Limited - Sri Lanka. [online] Available at:
<https://www.laugfs.lk/logistics> [Accessed 9 September 2022].
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September 2022]
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<https://www.laugfs.lk/power-energy> [Accessed 9 September 2022].
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[Accessed 9 September 2022].
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[Accessed 9 September 2022].
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