Sales Planning And Operations Essay Sample.
A sales plan is a well written document that carefully details the necessary actions aimed
at achieving one or more marketing objectives. A sales plan without a sound strategic foundation
is of little use to a business entity. According to Sharma (2016, p. 89), a sales plan is a blueprint
for communicating the value of a company’s products and/or services to the customers. Giant
Soft Drink Company Coca Cola has lately come under scrutiny by a host of investors regarding
its inability to effectively conduct out its sales program. The company has gone ahead and sought
help from a couple of sales strategists to help them develop a professional sales plan that will
help the company achieve its objectives more efficiently and effectively, while helping them
regain their Iron First Reign on the Soft Drink Industry (Suddath and Stanford, 2014, p. 38). The
following is a sales plan for Coca-Cola Company. Sales Planning And Operations Essay Sample.
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4.1 Sales Setting
One key element of distribution is the manner in which Coca-Cola has chosen to
distribute its products. Selecting the most appropriate distribution channel is crucial since such
choices will eventually determine sales levels. There are a number of distribution strategies that
Coca-Cola should emphasize on. For instance, the use of selective, exclusive, intensive and
direct distribution will efficiently increase sales.
When making decisions on products, Coca-Cola must consider other factors influencing
customer choices such as psychological, economic, government, and sociocultural factors as
such may influence consumer’s behaviors towards their products (Roderick, 2016, p. 1). Apart
from these, market segmentation is necessary for Coca-Cola. Even though the company’s
beverages are generally for all consumers, there are some brands that the company should think of that target specific consumers. The company should segment their market into primary and
secondary markets based on a number of characteristics such as age among others in order to increase sales revenues. Sales Planning And Operations Essay Sample.
Poor distribution strategies are what make a host of companies to record high losses.
Based on market, geographic and customer profile, Coca-Cola should use a number of
distribution strategies such sales through third-party wholesalers, telemarketing system, and pre-
sale system that separates sales and delivery functions, allowing trucks to be loaded with a
number of different products ordered by retailers, hence increasing distribution and sales. In
addition, the conventional route system and a hybrid distribution system where the same truck
transports products available for quick sale and previously ordered products done through pre-sale systems (Kant, Jacks and Aantjes, 2008, p. 40).
4.2 International selling
The non-alcoholic beverages market is one of the largest and ever-growing industries in
the globe. In addition, with the advent of increasing Asian and African markets, it is forecasted that the consumption of soft drinks will be higher based on changing lifestyle, buying habits and
economic conditions. Sales Planning And Operations Essay Sample.Based on the statistics released about this industry, customers have got many options to choose from ranging from water to tea or coffee to other soft drinks. In fact, the chances of customers switching to other brands are so high (Sellers and Solo, 2001, p. 157).
Therefore, to retain customers, especially across international markets, much needs to be done.
Coca-Cola needs to get more distributors for its products in order to penetrate the
international market successfully. Luckily though, avenues aimed at creating a strong channel
sales pipeline to increase opportunities for selling internationally exist. First, the company needs to approach top distributors at different segments in order to build a strong base of Coca-Cola’s
channel sales pipeline.
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Secondly, the company can use online channels as one of the emerging ways of selling
products today. In addition, taking care of existing channels are avenues for growth in the
international market. Other strategies for international sales include motivating the channel in
order to reach end customers. In short, Coca-Cola needs to ensure that channel dealers do have
their own sales pipeline for them to reach their customers swiftly. Other minor but equally
important means of increasing the prospects for international sale that Coca-Cola could use
include approaching competition dealers, modern retailers, and power retailers in international
markets (Chahal, 2015, p. 1). Sales Planning And Operations Essay Sample.
4.3 Exhibition and trade fairs
In today’s business environment, things have rapidly changed. Competition is rife and
having the right product at the right place and at the right time is may no longer be enough to
realize success. In fact, effective communication with the target market is one of the essential
ingredients for success of the business and the product. The best promotional mix which is a
combination of exhibitions, trade fairs, personal selling, advertising, sales promotion and public
relations are necessary (Adefulu, 2015, p. 20).
In line with the above, advertizing trough mainstream media such as radio, television,
magazines, and billboards has mainly been used by Coca-Cola as the main form of promotion for
their extensive product range. Even though advertising is one of the most expensive ways of
promoting a product, it is one of the most effective ways of reminding and exposing potential
customers to Coca-Cola merchandise (Adefulu, 2015, p. 28). Financial forecasts in relation to product promotion costs such as setting budgets,
financial assistance for exhibition attendance, and following up on exhibition leads among others
should be done through sales force composite. This is the most logical way of forecasting
revenue thereby enabling the management team to decide on which promotional strategies will
deliver most revenues at lower costs (Adefulu, 2015, p. 33). Sales Planning And Operations Essay Sample.
Conclusion
Coca-Cola is one of the most famous brands and market leaders in the beverage industry.
Sales strategies of Coca-Cola were at one time falling behind but with the above implementation
strategies, Coca-Cola will continue being the market leader for long.
Bibliography
Adefulu, AD 2015, 'Promotional Strategy Impacts on Organizational Market Share and
Profitability', Acta Universitatis Danubius: Oeconomica, 11, 6, pp. 20-33.
Chahal, M 2015, 'Coca-Cola's strategy: heritage with 'digital backbone'', Marketing Week, p. 1.
Kant, G, Jacks, M, & Aantjes, C 2008, 'Coca-Cola Enterprises Optimizes Vehicle Routes for
Efficient Product Delivery', Interfaces, 38, 1, pp. 40-50.
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Roderick, L 2016, 'Coca-Cola sees 'green shoots" as One Brand strategy makes 'promising" start',
Marketing Week (Online Edition), p. 1. Sales Planning And Operations Essay Sample.
Sellers, P, & Solo, S 2001, 'COKE'S PLAN TO PUMP UP THE VOLUME Coca-Cola has
misstepped in the U.S. market. Now the company and its biggest bottler are betting on
new managing and marketing talent to re-energize sales', Fortune, 124, 12, p. 157.
Sharma, A 2016, 'What personal selling and sales management recommendations from
developed markets are relevant in emerging markets?', Journal Of Personal Selling &
Sales Management, 36, 2, pp. 89-104.
Suddath, C, & Stanford, D 2014, 'Coke Is Ready To Talk About Its Problem. (cover story)',
Bloomberg Businessweek, 4389, pp. 38-43. Sales Planning And Operations Essay Sample.