Chapter 2

Sales strategies

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2.1 Sales and marketing planning

 Sales activities need to take place in

the marketing plan
 Ensure that sales does not compete
with other marketing activities
 Make sure that sales strategies be
implemented, assessed against the
framework of company objectives

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2.2 Sales planning process

 The planning process

Determining
Setting Organizing
operation
objectives necessary for action

Re-evaluating & Measuring

Implementing
controlling results

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2.2 Establishing marketing plan

Corp. goal
External audit Analyze current market situation Internal audit
STEEPLE Market analysis
SWOT analysis

Statement of marketing objectives

Determine market& sales potential

Generate & select strategies

Marketing mix

Allocate resources (Budgeting)

Implement plan

Measure & control

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2.2 Establishing marketing plan

Marketing plan consist of 3 level

 Objectives: where do we intend
to go?
 Strategies: How do we intend to
get there?
 Tactics: The precise route to be
taken?

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2.2 Establishing marketing plan

Objective1 Objective2 Objective3

Strategy A Strategy B Strategy C

Static A1 Static A2 Static A3

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2.2 Establishing marketing plan

Market analysis (internal audit)

1. Current size, market growth
2. Analysis customer needs, attitudes, trend
3. Current market mix
4. Competitor analysis:
 Current strategy

 Current performance

 Market share

 Their strengths & weakness

 Their future action

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2.2 Establishing marketing plan
Market analysis: (external audit )

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2.2 Establishing marketing plan

 Analysis SWOT
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2.2 Establishing marketing plan

 Statement of objectives
 SMART Goal
 Ensure objectives focus on results
 Ensure marketing objectives are integral
to corporate objectives

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2.2 Establishing marketing plan

 Determine Sales Volume

 Market potential is the maximum possible sales

available for an entire industry during a stated

period of time
 Sales potential is the maximum possible portion

of that market which a company could

reasonably hope to achieve under the most
favorable conditions
 Sales forecast is the portion of the sales

potential that the company estimates it will

achieve.

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2.2 Establishing marketing plan

 Generating and selecting strategies

 In general terms, strategies encompass the

set of approaches that the company will use to

achieve its objectives.
 There are often many alternative ways in

which each objective can be achieved.

 These strategies should be examined against

of the competitors’ strategies.

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2.2 Establishing marketing plan

 Preparing the marketing programs:

 The determination of the marketing mix:
product policy, pricing, promotion and
distribution
 Ensure that the various elements of the
marketing mix are integrated
 An outline plan for guiding decision-making
becomes a detailed operational plan

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2.2 Establishing marketing plan

 Allocating resources – budgeting

 Budget for each elements of marketing
mix
 Ensure that managers from the different
functional areas have to compete for
these scarce resources due to limit of
resources
 Make sure that expenditure is not exceed
the budget
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2.2 Establishing marketing plan

 Implementation & Control:

 What is to be  what is to be
done? measured?
 When it will be  how it is to be
done? measured
 Who is  what data are
responsible? required for
measurement?

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