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Sales management explicated as the process of hiring, training and motivating sales staff via implementing coordination across sales department. It comprehends with implying cohesive sales strategy that fosters business productivity (Ingram et al, 2019). Four contextual domains of sales management aligned with planning, organising, leading and controlling. An effective sales management process encompasses with opportunity management and sales forecasting. It proves to be highly essential in the business as it entails with organisation success (Rapp and Beeler, 2021). It assures alignment of business with sales activities and business objectives and emphasis on enhancing business productivity to greater extent. Primark is one of the famous renowned retail clothing chains that is known for trendy fashion and affordability (Primark, 2023). The company has managed to gain significant presence within high street retail sector. However, organisation needs to take significant measure or evolving in online shopping sphere.
The current proposal emphasis on introducing Primark womenswear product line at online platform within UK. Description regarding targeted market and consumer behaviour will be provided along with undertaking country analysis. Furthermore, sales technique analysis, competitor evaluation and motivation techniques for sales workforce will be focused out. Moreover, negotiation by organisation will be presented by determining terms and conditions.
This section presents the detailed analysis required for the BUS5013 Sales Management Assignment, covering target market evaluation, consumer behaviour, sales techniques, competitor insights, motivation strategies, and negotiation considerations. Each component is examined to demonstrate how effective sales management practices enhance organisational performance. Students who require further clarity or academic guidance on these concepts can access reliable Help with Assignments Online for additional support.
Tarket market
Target market refers to specific group of potential individuals that are approached by business for selling their products and services (Groza, Zmich and Rajabi,2021). It is highly important for organisation to specify their target market as it becomes easy to approach consumers and by imply specific focus on-to them sales can be increased. Therefore, before considering the trial prior emphasis requires to be imply of targeting market. The target market for the Primark’s womenswear line would be women aged between 18-40 who can afford fashionable, quality and valuable clothing. The target market has been considered on the basis of demographic and behavioural segmentation-
Demographic segmentation
Demographic segmentation is considered with the precise form of audience which characterised on the basis of certain domains and those are gender, age, income, occupation and other elements (Cond et al, 2024). For targeting marketing in current context demographic segmentation has been preferred and accordingly, women aged between 18-40 will be approached. In UK, women are keen about fashionable cloth and transition to online platform led to develop opportunities for Primark so they can effectively attract wider audience which ultimately results in increasing the sales of organisation. Thus, there is no doubt in stating that appropriate segmentation has been approached as the customers are women and the products are comprised with fashionable womenswear.
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Behavioural segmentation
This is determined as the process of grouping and sorting consumers based on their behaviours. Behavioural segmentation focuses on targeting consumers on the basis of their habits (Cond et al, 2024). Women are passionate about fashion and they want varied range of collection in this area. Therefore, those women will be approached who have the passion of trying fashionable clothes that are of high quality. Further emphasis will be implied on women who are active at the online platform. Via focusing on behavioural segmentation larger audience can be approached and sales of the products and services will be increased to greater extent.
Thus, based on the above presented information this can be said that appropriate segmentation approached in current context and this result in targeting wider number of customers.
Consumer Behaviour
Consumer behaviour entails with actions and decision taken by customers while purchasing products and services. It also associates with the factors that creates significant impact on purchasing decision of buyers (Rutherford et al, 2024). For implementing effective sales strategy, it is essential to understand the behavioural pattern of consumers. Online shopping has seen a significant rise in recent years and customers started to prefer digital model for continuing their shopping. This clearly shows that personal preferences of the buyers comply with buying things from online platform (Peesker et al, 2021). By looking upon customer behaviour and current trends within market Primark is looking forward to enhance their sales strategy so they can effectively target wider customers and sales of the products will be increased. In terms of buying fashionable cloths wider number of customers particularly women follow variety seeking buying behaviour. This develops when buyer is consistently involved in purchasing of product and looks for wider options that satisfy their needs. Primark will provide wider options to customers with regards to fashionable cloths so they can satisfy their multiple needs (Yee and Hassan, 2021). Furthermore, consumer can easily access different options at online platform which further enhance their satisfaction level to greater note. Thus, focus will be implied on satisfying the needs of buyers while considering their buyer behaviour.
Country analysis
The higher internet penetration rate witnessed in UK which shows that online shopping is a common practice among targeted customers. Studies have shown that E-commerce market size within UK growing at the CAGR of 21.76% for reaching USD 914.19 billion by year 2020 (E-Commerce Market Size UK, 2023). This clearly signifies that UK has wider opportunities for digital businesses and therefore, this country is selected for undertaking trial. The rationale behind selecting womenswear department aligns with getting wider opportunities, women are more passionate than men when it comes to buy clothes (Yee and Hassan, 2021). Furthermore, there are wider number of options can be provided to women that adheres with variety seeking buying behaviour. Thus, there is no doubt in stating that appropriate country has been selected for undertaking trial.
Sales technique is delineated as selling method adopted by an organisation’s sales team or salesperson for increasing the number of sales and generating higher revenues. It is pivotal to select effectual sales technique as it significantly impacts productivity of the business. Sales methodology should be flexible and subjective to medication after trials for assessing effectiveness. There are varied types of sales techniques available for online platform. However, it is important to select most appropriate ones so that sales at the online platform could be increased to greater extent. Sales techniques which can be used for increasing Primark sales trial at online platform are-
Flash sales
Flash sale is associate with discount and promotions offered by organisation for shorter period of time. This develops motivation in customers for buying product and services in that limited period and as a result, sales of organisation increased to higher extent (Svitovyi, 2023). This technique proves to be appropriate for trail as the idea can be gained regarding the purchasing motivation in consumers and accordingly, efficacy of the sales strategy would be analysed.
Personalised recommendation
The personalised product recommendation strategy aligns with providing suggestions to customers based on the behaviour and profile of the customers. This technique has the potential to influence buyers and it further creates motivation in them for buying products and services (Ali, 2024). By using this technique effectual support for the consumer can be developed and further they can easily find the products based on their preferences. Hence, there is no doubt in stating that this technique proves to be highly effective in current context.
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SPIN Selling
SPIN selling technique comprised with four domains and those are Situation, Problem, Implication and Need-Payoff. In situation stage, Primark must consider buyer current situation and accordingly, problem that has been faced by buyer should be analysed. The causes and effect of the problem should be evaluated and afterwards, worth of the product should be communicated (Svitovyi, 2023). It enables organisation to focus on certain elements that results in enhancing customer satisfaction and behavioural pattern. This technique helps in analysing the issues faced by customers at online platform, this can be related to buying method and accessing options. By using this method effectual support can be ensured towards customers and consequently, sales can be increased.
Content creation
In current era, this is one of the most effective methods which can be used for enhancing sales of the organisation. The content creation should be done by approaching different influencers at the social media platform. These influencers can reach wider audience and accordingly sales can be increased (Hoffmann, Alavi and Schmitz, 2023). Social media platform such as Instagram, Facebook and YouTube should be used for promoting the womenswear and variety of options available in fashion context. When famous influencers promote products then, this results in gaining the attention of customers and further increases sales. Therefore, Primark must focus on content creation tactic at the social media platform.
Sharing customer reviews
Customer reviews prove to highly effective for gaining the attention of customers. In many cases, consumer reviews drive sales rather than paid advertising and promotion content. Buyers believes in seeing reviews of the products and accordingly they take purchasing decision (Mangus, 2022). Thus, customer reviews lead to impact the purchasing decision and further it boost trust within business. Hence, by sharing customer reviews at the online platform Primark can foster the sense of belongingness in customers and this results in increasing sales to higher extent. Therefore, this technique should be considered by company for developing brand awareness in the market.
The above-mentioned techniques are stating about important elements that should be considered by Primark in their online trial sales strategy. This results in gaining the attention of customers and further enhanced interaction with them at online platform (Svitovyi, 2023). These sales techniques enable Primark to develop a unique image at online platform which motivates consumers to buy their product. Content creation and sharing customer review supports in shaping the purchasing decision of consumers and increases the sales of company.
Competitor analysis is determined as the process of recognising competition within industry, it further focuses on researching differentiated marketing strategies adopted by companies (Mattila, Yrjölä and Hautamäki, 2021). In UK competition within retail sector in booming to greater note, many retail organisation such as ASOS, Boohoo and so on dealing in fashion clothing are active on online platform and focusing on approaching wider customers. For undertaking competitor analysis, porter’s five forces would be considered so that potential competition for Primark can be identified.
Threat of new entrants
In this context, it can be said that there is no threat from new entrants to Primark while shifting services at online platform. The organisation has developed effectual image in the market which contributes in gaining attention of the customers at online platform (Primark, 2023). Therefore, no new organisation at online platform can develop competition for Primark. Hence, organisation has its own base of consumers which shows that company focuses on consumer retention. This aspect support organisation at online platform as there is no threat from new entrant and company can effectively perform their practices while approaching wider customers.
Bargaining power of buyers
In this regards this can be said that bargaining power of buyer is high, taste and preferences of customers keeps changing and therefore, it is important to develop focus on this area so that sales can be increased to higher extent. The differentiation strategy such as providing high quality products at affordable prince must be adopted by Primark so wider customers can be attracted at online platform (Primark, 2023). Customised product suggestion can support in shaping the purchasing decision of customers and therefore, this strategy must be used for gaining the attention of consumers.
Bargaining power of suppliers
The bargaining power of supplier is low as Primark has already approached wider number of suppliers that results in effective supply chain management procedure. However, for shifting at online platform new network with the suppliers requires to be implemented as this supports in delivering products to customers on faster note (Hoffmann, Alavi and Schmitz, 2023). Hence, by increasing network with suppliers at online platform organisation can effectively enhance their operation. Furthermore, pre-established image of company supports in increasing the connections with suppliers. Thus, it can be said that in this context there is no threat to organisation.
Threat of substitute
Primark has already developed effective image in the market (Primark, 2023). However, increasing competition in retail sector creating threat related to substitute. Company needs to focus on their promotional strategy so they can show their product quality superiors in comparison to other organisation’s product. Furthermore, Primark is providing range of fashionable clothes which are of high quality, this supports in gaining the attention of consumers and develops desire in them for buying products (Primark, 2023). In this manner, effectual connection with the customers can be developed and further company can increase their sales.
Competitive rivalry
The competition within retail sector is booming to greater note. At online platform companies like ASOS and Boohoo has already gained the attention of customers and this might create complexity for Primark. However, pre-established image of Primark product will create an urge in customers for trying their products and this often helps in managing competition (Primark, 2023). Therefore, Primark must promote their products at social media platform and by offering varied discounts to buyers their attention can be gained and sales could be increased.
Thus, the above-mentioned points are clearly stating that there is huge competition in retail industry. Furthermore, digitalisation has become the latest trend within retail sector as companies are trying their best to reach wider audience. Thus, Primark needs to focus on promotional tactics for gaining the attention of buyers and this results in increasing the sales for organisation.
Motivation refers to the process of inducing and stimulating individuals’ goal for acting in certain manner. In organisations, motivation has been proven highly important as it results in enhancing the productivity of the business ((Hoffmann, Alavi and Schmitz, 2023). In order to increase the sales at online platform prior focus should be implied on motivating sales workforce so they can perform their tasks in effective manner. When employees are demotivated then, they are not able to perform their task with complete dedication and this eventually impacts productivity of the business in negative manner. Motivation is crucial for sales workforce, techniques that should be considered by Primark for motivating sales workforce are-
Performance-based incentives
Performance based incentives are highly important for developing motivation in employees. For completing sales target, employee should be given incentives, this would further motivate them to perform better and increase their productivity at the workplace. When employees have been rewarded for their performance then they will get sense of motivation (Czapran, 2023). In case, motivation strategies are not considered for employees then there are higher chances that the number of sales will decrease. Therefore, it is highly important to focus on this area and accordingly, performance-based incentives must be considered for enhancing the productivity of sales workforce. In this manner, higher motivation to employees can be ensured and effectual outcomes could be gained.
Recognition
Recognising employees for their hard work in front of everyone results in boosting their morals and further motivates them to perform their task in effective manner. Therefore, this technique must be used to motivate employees. This supports in developing sense of belongingness in them which is crucial for developing sales team coordination. Thus, each employee will be recognised for their hard work and consequently, their trust would be gained. In this manner, effectual outcomes could be gain which is crucial for enhancing the productivity of business. Hence, there is no doubt in stating that recognising employees for their work is an effective motivation strategy that led to boost employee morals and values at the workplace.
Celebrating small wins
It is important to celebrate small wins in the team as it led to develop an effectual environment which is essential for sales workforce (Czapran, 2023). Timely appreciation to team members results in creating effectual environment and further boosts their morals to greater extent. Therefore, it is essential to develop significant focus on this area so that consistent motivation can be assured to team members.
Group discussion
Consistent group discussion should be undertaken by Primark for encouraging their team members. Each member in the sales team should be given appropriate chance for presenting their thoughts. It results in creating sense of motivation in them and therefore, it is highly important to provide chance to team members so they can share their opinions and accordingly further decision could be taken (Agnihotri et al, 2023). In case, no group discussion has been organised then, this lead to create negative influence on team members. Studies have often shown that there is need to enhance motivation of employees as this directly relates with their satisfaction level and thereby, prior focus requires to be considered on this area. In this manner, an effectual environment can be developed along with ensuring consistent support to team members.
Thus, based on the above factors it can be said that it is important to undertake motivation techniques for enhancing the satisfaction level of employees to greater note. By adhering with effectual motivation techniques significant support can be provided to team members and effective outcomes could be developed. In this manner, company can effectively increase their sales within approaching wider number of customers.
Conclusion
Conclusively; this can be said that sales management proves to be highly essential in organisation as it enhances the supply chain procedure within companies and further boosts the sales of business. The report was based on increasing the sales of Primark specifically for their womenswear on digital platform. For increasing sales at online platform, there are varied things which needs to be focused out which involves targeting customers and setting sales technique. The organisation targeting women aged between 18-40 who are fond for fashionable clothes. Different sales techniques were mentioned that needs to be used by Primark for increasing their sales. Content creation and sharing customer review proves to most important techniques that supports in attracting wider number of consumers. From the competition analysis, it has been analysed that there is no huge threat to Primark as the organisation has pre-established image in the market. However, company needs to show themselves different so they can significantly gain the attention of customers to greater note. Thus, by developing focus on this area company can gain wider attention and further sales can be increased.
Furthermore, it has been witnessed that motivation techniques support in boosting the morals of employees and enhances their satisfaction to greater extent. Therefore, it is highly important to specify focus on this area so that significant outcomes could be gained by organisation along with increasing the number of sales at online platform.
It is essential to undertake negotiation with company as it supports in witnessing common ground on-to which both parties can get agree. There are certain terms and conditions specified by Primark and the current section will focus on undertaking negotiation procedure for ensuring mutual benefit.
The condition specified by organisation is that directors and managers will receive 10% of bonus and then this will be given to sales workforce. Directors and managers are accountable for receiving bonus as a result of successful trial. However, it is equally important to give reward to sales workforce so they can ger motivation. Monetary rewards must be given to employees so they can get huge motivation. When directors and managers does not provide bonus to employees then, this creates huge dissatisfaction in them and further they will not perform in effective manner while performing their practices (Conde and Prybutok, 2021). After successful trail, these individuals will be needed by organisation for continuing the performance at online platform. Therefore, it is highly important to imply focus on this area so that employees can be motivated to greater extent and effectual outcomes can be gained.
Thus, there is no doubt in stating that when monetary reward is given to employees then, this results in creating effectual results and further develops motivation for subordinates so they can perform their practices in effective manner. Company must think about this area so motivation of employees can be increased to greater extent and effectual results can be gained. The efforts of sales workforce must be recognised and therefore, it is essential to give them bonus as well. Monetary rewards will lead to boost their morals and further increase their productivity and therefore, this aspect must be determined by Primark.
It is an unrealistic expectation from workforce that they can handle all orders and queries in working time without doing overtime. Especially, during peak sales period, it is important to provide extra time to employees so they do not feel pressurise. Excessive work pressure on employees drastically impacts work-life balance of individuals (Chaker et al, 2024). If employees will not be given overtime, then, it is important to give task as per their shift timing. Otherwise, extra time should be given to them so they do not feel pressurise. Work stress results in reducing the productivity of employees and further reduces their morals to greater extent. Therefore, it is important to focus on this area so that effectual outcomes can be gained.
The positive work environment should be promoted so that employees can feel motivated and further performs their task in effectual manner. Therefore, consideration in this area is needed so that significant outcomes can be gained along with promoting motivation for employees (Schneider et al, 2021). Not focusing on this area can result in negative output which can often lead to decrease in sales and increase in staff turnover rate. Thereby, it is important for organisation to focus on this area so that productivity of the staff members can be enhanced via reducing work pressure on them. This complies with maintaining ethics and morals at the workplace along with developing consistent support for employees.
A fixed part of sales profit should be kept as retained earnings and this should be reinvested for increasing the presence at online platform for further procedure. This results in developing varied opportunities for company in future and often increase their presence at online platform (Schneider et al, 2021). This is an effectual opportunity for Primark to increase their sales at online platform and therefore, this should be grabbed. Not reinvesting profit can result in drastic outcomes which can impact the productivity of company. Therefore, it is important for company to focus on this area and a certain part of profit should be reinvested by company.
Providing opportunity to existing staff members can result in increasing motivation level. However, sales expert must be recruited as they can guide employees and accordingly, effectual practices can be performed which are crucial for increasing sales and profit (Schneider et al, 2021). Providing work to existing staff members and only giving letter of thanks to them will demotivate them to greater extent. Therefore, experts must be recruited who can guide staff members and further monetary incentives should be given to employees for their effective performance. In this manner, motivation for employees can be developed to greater extent and they can perform their practices in effective manner.
Using small or local scale organisation for logistic might hinder the capacity for handling orders in large volume. Therefore, it is recommended to approach large scale and experienced logistics companies so that order within larger volumes can be handled and supply chain management procedure can be enhanced to greater extent. Expertise supports in taking appropriate decision with regards to maintain supply chain and often foster sales at online platform (Mattila, Yrjölä and Hautamäki, 2021). Therefore, significant focus requires to be implied on this area so that effectual outcomes can be gained. Thus, focus in this area requires to be implemented.
The above-mentioned points are clearly depicting about the components which should be considered by origination for motivating employees. These adheres with fair work practices that are important to be focused out for developing positive working environment. There is need to create effectual focus on this are so that employees can be motivated and further future opportunities can be grabbed by Primark. By emphasising on this area effective results can be gained by company and this results in enhancing the productivity of business.
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