Sales planning and operationAssignment 2Finance and Management Department, BITCName：Shao YuanyuanDongYaxianNo:2112Hand in date:_________ContentsTask 11.1 To explain how sales strategies are developed in line with corporate objectives (1)1.2.To explain the importance of recruitment and selection procedures............. (2)1.3.To evaluate the role of motivation, remuneration and training in sales management (3)1.4.To explain how to develop the sales staff's personal sales target, and how to convert sales plan to sales……………………………………………………………1.5.To explain CRM and the use of databases in effective sales management …………References………………………………………………………………………………IntroductionIn April 2014, huiyuan juice drinks can complement to launch its first vitality - Freenergy can fly, juice content is 10%, the target audience is fond of sports fitness, the movement as a part of life is the movement of life. The products contain a variety of natural vitamins and electrolytes. Among them, the electrolyte can quickly replenish the body sweat loss of sodium, potassium, and fruit juice and B vitamins can provide essential vitamins, promote the body metabolism and antioxidant ability, can quickly replenish nutrition after motion, restores the physical strength. , make after exercise can quickly replenish nutrition, restore physical strength.Task 1Freenergy fly the target audience can juice is fond of sports fitness, the movement as a part of life is the movement of life. Its corporate goal is expected in 2015-2017, huiyuan juice occupies 100% pure juice 60.8% market share, in the high concentration of fruit juice to occupy the market share of 50%. In the near future, dominate in the fruit juice industry.in view of the target enterprise how to carry out a series of marketing activitiesIn view of the target enterprise, some marketing strategy.Push strategy: enterprise middleman as the main promotional objects, through the sales people work, the product sales distribution channels, finally on the target market, to the consumers.Sales promotion activity(1) set up in each big supermarket Freenergy can fly juice products end frame or stacking, and send out sales people directly contact with customers, negotiate, advertising goods, to reach the purpose of promoting sales activities.(2). In each big prosperous area set up medium cp point over the weekend, someto buy a gift or la tombola activities, stimulate the desire of consumers.(3) attached to the present strategy, buy two bottles of 500 ml, exquisite will be presented to the pad.(4) lottery promotion strategy, every bottle packing inside has a set of lottery number, buy any bottle of a chance to win prizes.Pull strategy: take the indirect way, through measures such as advertising and public promotion strategy.(1) television advertising(2) the outdoor advertising, signs, outdoor posters in public places such as bus.(3) the newspapers and magazines(4) the network marketing1.2 explain the importance of recruiting and selection of sales staff members, combined with the enterprise property analysis, pleasewhat is the recruitment and selection? Why do you say the recruitment and selection is very important?Recruitment refers to the organization in a timely manner to find, attract and encourage qualified person, to the office and working process of the organization.recruitment and selectionRecruitment refers to the organization in a timely manner to find, attract and encourage qualified person, to the office and working process of the organization. Recruitment, personnel equipped with one of the key steps in, because the job is good or bad, among other things, not only directly affect the manning and for the whole management process, and even the entire organization's activities, also has a very important and far-reaching influence.selection refers to choose the most appropriate organizational positions from applicant requirements of the process, including the preliminary screening, written test, interview, scenario analysis, psychological testing, physical examination, personal data verification, etc.the important of recruitment and selectionThe selection is very important. Selection takes time and money, once the failure, the cost down. Selection of failure can lead to the recruitment efficiency is low. The importance of the selection, but also reflect on the value creation. Selection of success, to obtain the ideal human resources, to promote the realization of the organization's strategic goals bring more surplus value.Recruitment of sales department of design work instructionThe sales representative job responsibilities:1, responsible for the company's products sales and promotion;2, according to the marketing plan, finish the sales target;3, open up new markets, develop new customers, increase product sales range;4, responsible for market information collection jurisdiction and competitor analysis;5, responsible for the sales area sales activities planning and execution, complete the sales task;6 between the management and maintenance of customer relationship and customer long-term strategic cooperation plan.Recruitment planExternal recruitment is organized according to set standards and procedures, from the organization's external selection to meet the requirements of open positions.Adopt the method of campus recruitment and website recruitment. In each big media website advertising.Huiyuan juice company enterprise campus recruitment sales representative design First, purpose and significance of campus recruitmentFresh out of college students of the campus, they are full of passion, high plasticity, good at discovering the problem. For a batch of talents with professional knowledge, can enrich the professional personnel of the enterprise, is helpful to realize the sustainable development of enterprises.Second, the recruitment requirements(a) job: sales representative(2) the hiring: 5(3) the specific requirements1, college degree or above, marketing or related major;2, responsive, expression ability is strong, have strong communication skills and communication skills, with affinity;3, have a certain market analysis and judgment ability, good customer service consciousness;4, has the sense of responsibility, can work under high pressure;5, has the team cooperation spirit, good at challengethe recruitment process(a) collect resumes1. The network recruitmentRecruitment information posted on the website in the enterprise, to provide "the campus recruitment application form" to download, and through the E-mail to collect your resume.2. Attend the campus talkEnterprises with universities, coordinate with time and place, a campus talk. During the briefing session to issue "the campus recruitment application form". Completed by the students after submitted at the time.(2) the resume screeningHr screening the resume collection, preliminary determine the candidate list, and publish the interview notification.(3) the written test1. Problem solving ability test2. Professional skills testThe object of this recruitment are technical personnel, you must set up professional skills test. Professional skills test by the technical department is responsible for the design written on topics related to business and problem solving.(4) the interview1. The first tryThe human resources department notify by written exam candidates to participate in the first try. Qualifying examination shall be conducted by the human resources department organization, the key is the comprehensive quality assessment of candidates.2. The second interviewHr notification by the first candidate to attend the second interview, second-round exam by the related technical department of department managers, technical personnel organization, and the assessment focuses on the candidate's technical application ability.3: pay structure: salary + commission way to reward our employees, salary is fixed, so we will raise the amount of commission, so can effectively improve the new employees work enthusiasm. High commission will not only effectively improve the work enthusiasm, will also retain more and better sales staff, also attract more excellent sales staff to our company.1.4.To explain how to develop the sales staff's personal sales target, and how to convert sales plan to salesPerformance evaluation assessment standards and salesWith the increasingly fierce competition in domestic market, the market marketing activities in the core position in the business activity increasingly obvious, sales staff as the direct creator of enterprise economic benefit and implementers, is becoming more and more important in the position and role of the enterprise, so enterprise want to retain and attract more sales personnel, should also strengthen the management of the sales staff performance appraisal. We emphasize the superior when communicating with lower fill in progress review must agree with employees. Superior to try to listen to the opinions of the staff, encourage them to express their concerns, positive guidance, for employees complain thinking from the perspective of employees, understand the feelings of others.A. quantitative management standards: the inspection standard must be objective, quantitative expression is the objective. Many times the enterprise performance appraisal not in place, as to go through the motions, because the standard is too vague, asked not to quantify.B. a good state of mind: the implementation of performance appraisal for enterprises must have the corresponding cultural background, require employees have certain professional quality. In fact, the outstanding staff do not fear, even welcome the inspection.C. and compensation: and pay is not linked to performance appraisal is meaningless, the inspection must be linked to interest, and pay, will be able to cause the attention of enterprises from top to bottom and seriously.The principle of performance appraisal:Assessment of the performance of sales staff standard has two kinds:So when enterprise evaluation sales staff performance appraisal should consider:So based on the above understanding, big companies like huiyuan, when making sales personnel performance appraisal standards also need according to each person pay for certain reward incentives. The importance of the sales staff will inevitably affect the company profits, so a good fair performance standard will improve sales staff's work enthusiasm.The company's salary arrangement:Sales staff of the base salary of 2000 yuan each month + plus monthly meal, transportation and so on a total of 500 + perfect attendance (200 yuan) + sales commissions (more than 10% of the standard performance - 305, with a base salary multiplied by 20% of the reward, a total of 400 yuan, more than the standard 30% - 50%, with a base salary multiplied by 50% of the reward, a total of 1000 yuan.)We have the reward of the spiritual and material rewardTask 4.3The type of sales organization has the following kinds:In each sector huiyuan company internal need of coordination, so they in order to make the whole big companieseffectively smooth operation, they use type is the division of the organization chart. And like huiyuan collection research and development, sales in one of the big companies are also more needs to be more rigorous organization to help operation.Task4.3 sales management is how to organize the sales activities and control salesSales need to study and determine how to form a sales organization structure, determine the number of people Marketing Department, sales budget funds, and sales staff recruitment method and qualification requirements.In the process of the formulation and implementation of sales plan, how to organize the sales department, how to divide up the sales area, how to form a sales team and arrange sales staff work task is a very important work. Sales department need according to the size of the target sales, sales regions, the setting of sales agents and sales branches, to evaluate sales staff's quality level and other factors, to determine the size of the sales organization and sales branch set upThe sales staff sales, general quantity of the products according to the sales staff sales or sales amount to measure. In addition, the sales staff sales of the products by the profit contribution, is another measure of sales staff sales performance. For some need to repeat purchase products customers, sales staff to maintain a relationship with this kind of customers. The ability to maintain business relationships with customers and after-sales service to the customer quality is also an important evaluation factor. Sales staff performance appraisal is an important work of the sales department must ensure that the established work plan and sales target to complete, need to have a systematic monitoring and evaluation program and the completion of the target. Sales staff performance evaluation generally includes check each sales staff sales, including product sales, achieve sales target and schedule, number of visits to customers, and other work.1.5. Customer relationship management, the effective customer relationship management in the role of the databaseThe definition of database marketingis a form of direct marketing using databases of customers or potential customers to generate personalized communications in order to promote a product or service for marketing purposes.11Baesens Bart, Stijn Viaene, Dirk Van den Poel, Jan Vanthienen, and Guido Dedene (2002), “Bayesian Neural Network Learning for Repeat Purchase Modelling in Direct Marketing”, European Journal of Operational Research, 138 (1), 191-211.The advantages of Database marketingAccurately find the target groupReduce the costEnhance customer loyaltyA new development strategyHidden marketing more secureCollect customer information database marketing and database marketing programDatabase marketing applications can be divided logically between those marketing programs that reach existing customers and those that are aimed at prospective customers.Consumer dataIn general, database marketers seek to have as much data available about customers and prospects as possible.For marketing to existing customers, more sophisticated marketers often build elaborate databases of customer information. These may include a variety of data, including name and address, history of shopping and purchases, demographics, and th e history of past communications to and from customers. For larger companies with millions of customers, such data warehouses can often be multiple terabytes in size. Marketing to prospects relies extensively on third-party sources of data. In most developed countries, there are a number of providers of such data. Such data is usually restricted to name, address, and telephone, along with demographics, some supplied by consumers, and others inferred by the data compiler. Companies may also acquire prospect data directly through the use of sweepstakes, contests, on-line registrations, and other lead generation activities.22Prinzie Anita, Dirk Van den Poel (2005), "Constrained optimization of data-mining problems to improve model performance: A direct-marketing application", Expert Systems with Applications, 29 (3), 630-640.Business dataFor many business-to-business (B2B) c ompany marketers, the number of customers and prospects will be smaller than that of comparable business-to-consumer (B2C) companies. Also, their relationships with customers will often rely on intermediaries, such as salespeople, agents, and dealers, and the number of transactions per customer may be small. As a result, business-to-business marketers may not have as much data at their disposal as business-to-consumer marketers.3One other complication is that B2B marketers in targeting teams or "accounts" and not individuals may produce many contacts from a single organization. Determining which contact to communicate with through direct marketing may be difficult. On the other hand it is the database for business-to-business marketers which often includes data on the business activity about the respective client.These data become critical to segment markets or define target audiences, e.g. purchases of software license renewals by telecom companies could help identify which technologist is in charge of software installations vs. software procurement, etc. Customers in Business-to-Business environments often tend to be loyal since they need after-sales-service for their products and appreciate information on product upgrades and service offerings. This loyalty can be tracked by a database.4Sources of customer data often come from the sales force employed by the company and from the service engineers. Increasingly, online interactions with customers are providing B2B marketers with a lower cost source of customer information.For prospect data, businesses can purchase data from compilers of business data, as well as gather information from their direct sales efforts, on-line sites, and specialty publications.Program3David Shepard Associates (1999), The New Direct Marketing: How to Implement AProfit-Driven Database Marketing Strategy, 3rd edition, McGraw-Hill, New York.4Van den Poel Dirk (2003), “Predicting Mail-Order Repeat Buying: Which Variables Matter?”, Tijdschrift voor Economie & Management, 48 (3), 371-403Database marketing is generally through data collection, data storage, data processing, looking for the ideal consumer, use data, improve the data, and so on six basic process.5For Freenergy fly to product design a database marketing solutionsPlanUsing mobile phone short message, edit web site, the combination of double tenth day promotional messages, attract more consumers.Scheme 2In life magazine joint sina started a website, called "healthy life", according to their target consumers, is also the goal of life magazine readers, this is the same. The electronic magazine by self-built EDMSYS platform, for the first time send to the target readers, at low cost and get the reader's feedback in timeReferences【1】Prinzie Anita, Dirk Van den Poel (2005), "Constrained optimization of data-mining problems to improve model performance: A direct-marketing application", Expert Systems with Applications, 29 (3), 630-640.【2】David Shepard Associates (1999), The New Direct Marketing: How to Implement A Profit-Driven Database Marketing Strategy, 3rd edition, McGraw-Hill, New York.【3】Van den Poel Dirk (2003), “Predicting Mail-Order Repeat Buying: Which Variables Matter?”, Tijdschrift voor Economie & Management, 48 (3), 371-403【4】Baesens Bart, Stijn Viaene, Dirk Van den Poel, Jan Vanthienen, and Guido Dedene (2002), “Bayesian Neural Network Learning for Repeat Purchase Modelling in Direct Marketing”, European Journal of Operational Research, 138 (1), 191-211.【5】Hughes, Arthur M. (2000), Strategic Database Marketing: The Masterplan for Starting and Managing a Profitable Customer-Based Marketing Program, 2nd edition, McGraw-Hill, New York.5Hughes, Arthur M. (2000), Strategic Database Marketing: The Masterplan for Starting and Managing a Profitable Customer-Based Marketing Program, 2nd edition, McGraw-Hill, New York.David Shepard Associates (1999), The New Direct Marketing: How to ImplementA Profit-Driven Database Marketing Strategy, 3rd edition, McGraw-Hill, New York。
