Management des ventes et du personnel - exemple de l'entreprise "World of Organics", spécialisée dans la distribution de produits organiques

Résumé du document

Our company, "A World of Organics" is a distributor of organic products. It produces its food and drink in Eastern Europe and sells them to retailers in Europe. Although not currently selling products in the United Kingdom; we seek to establish ourselves on the UK market. Knowing that we have a leading position in Europe we already have a high profile among consumers and retailers regarding our products.

According to G. Lancaster and D. Gobber in their book: "Sales preparation issues such as product knowledge, knowledge of competitors' products and planning sales presentations are considered along with preparation for sales negotiations". That is why only now, after analyzing the competition, we can develop our sales strategy. To develop a marketing strategy we choose where we will implement in the British market, while assessing the risks and control problems that we encounter. Finally, to expand our sales we will see how to motivate and reward our sellers.

All our products are perishable and shipped to dealers by road or by sea, therefore analyzing the market to achieve good predictions is essential. In the end we will investigate sales opportunities and how we should approach the market. This essay is therefore initially to analyze the organic market in England.

Extraits

[...] In a second step, we study the characteristics of specialized distribution. Finally, in the third party, we will analyze how new technologies have changed the methods of sales. Market in the United Kingdom To better prepare our sales strategy, the market situation in England should be analyzed first swell as biological methods of sales of our competitors. The situation of the organic market The United Kingdom is the third country in Europe that spends as much money in buying organic products. [...]

[...] We will focus on the internet sales because it reduces the need of a distributor and the need of a field sales force. The major developments in information technology allowed a big change in sales methods with electronic commerce. The development of the Internet retailer pushes distribution systems and logistics organizations. For several years, online grocery shopping is becoming more important. Grocery shopping is for most of the people, a chore. To prevent any manipulation and overcrowded supermarkets on weekends in recent years several large retailers such as Tesco, Asda and Sainsbury's have set up systems for online shopping via Internet. [...]

[...] Moreover, those representatives that are motivated throughout the year could establish a profit sharing in their pay. Finally, it is also important to establish a good relationship between management and our commercial representatives. Staff Performance The forecast is something quite necessary to establish the best marketing strategy. For exports it is very difficult to control because even if the study is done very professionally, the fact of not being on site can make things more complex. Therefore it must not neglect our sales force in place to make up the best information on sales made to establish whether the objectives have been achieved and then make better forecasts for years to come. [...]

[...] Lancaster, G. and Jobber, D. (2007) Selling and Sales Management. 7th ed., Harlow: Financial Times Prentice Hall, p.328. Lancaster, G. and Jobber, D. (2007) Selling and Sales Management. 7th ed., Harlow: Financial Times Prentice Hall, p Lancaster, G. and Jobber, D. (2007) Selling and Sales Management. 7th ed., Harlow: Financial Times Prentice Hall, p.413. [...]

[...] Sales in 2006 increased 53% to an amount of 146 million pounds. This is only the beginning, in 2007; sales increased again to come to 560 million but with the economic crisis in 2008 sales have stabilized. (Caroline Stacey, 2009) Competitors In England, as in other countries there is plenty of competition in the organic sector because it includes more independent farmers in the territory, the major associations that work for fair trade is Max Havelaar. In England, Soil Association aims to promote organic farming, and is split into several entities: the association itself, a consumer association and certification body. [...]