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Pearson BTEC Level 5 Higher

National Diploma in Business
Unit 20: Sales Planning and Operations
Assignment Title:

Sales Planning for L’Oréal

Module Leader:

Imad Guenane

Internal Verifier:

Dr. George Panagiotou

Issued on:

26th September 2016

Deadline:

21st December 2016

SPO

London School of Science and
Technology

Submitted on:
Student Name:
Student ID: H
Campus: Alperton/Luton/Birmingham (delete as appropriate)
Pearson Registration Number:
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Unit 20: Sales Planning and Operations – September 2016

are used to support and enhance student understanding and include a variety of classroom-based exercises that consolidate on the material visited in the lectures. This unit will introduce learners to the theory of selling and sales planning. and most people will find that they need to use sales skills at some point in their working life – if only to persuade or win an argument. Learners will be taken through the main stages of the selling process. and plan. This is knowledge that can be applied to a wide range of organisations. learners will be able to start planning sales activity for a product or service of their own choice – this is another valuable skill that is transferable to many different situations learners may find themselves in as they move into employment or higher education. facilitated by a tutor. Once they are confident about the selling process. The unit starts with an overview of how personal selling fits within the overall marketing strategy for a business.London School of Science & Technology Introduction and guidance Selling is a key part of any successful business. to practice. and be expected to put them to use. Case Study 1 . Finally. and give them the opportunity to put their personal selling skills into practice. For anyone who is interested in sales as a professional career it pays to understand the basics of selling. learners will investigate the role and objectives of sales management. The tutorial sessions.

com/_en/_ww/LOREAL_RDD_2008.marketingpower./l-oreal/P_M_773_L_Oreal_s_marketing_strategies.html http://www. John Graham. the Brand L'Oreal was ranked first among all the cosmetics companies of the world. reason behind the success of Brand L'Oreal lies in the fact that the company succeeded in reaching out to the customers of different countries of the world.co.coursework4you.. In short. Publisher: McGraw-Hill/Irwin Global Marketing Management by Masaaki Kotabe. the company is successfully producing and selling different cosmetic products..html http://www.loreal. Over the years. Publisher: Wiley http://www. L'Oréal sells more than 5 billion individual products each yea. L’Oréal group’s international success represents an international marketing model based on skill. Hardcover: 720 pages. This successful Global Sales Strategy of L'Oreal helped the company to earn significant levels of revenue in the past years. Sales Strategy of L'Oreal has enabled the company to spread its' business not only in Europe but also in Asia and Latin America..L'Oréal Established in 150 countries across five continents. This is why they are committed to satisfying and empowering the consumer further. 2 . Hardcover.com/guide-4-build-your-international-marketing-strategy/ . knowledge and an unshakeable reputation. it can be said that. As a senior L'Oreal manager stated they key success of L'Oréal is: "You have to be local and as strong as the best locals but backed by an international image and strategy.getinternationalclients.globalnegotiator.com www.php Please complete the following tasks in relation to the L’Oréal range. haircare and skincare products in more than 150 countries of the world.". We have made a conscious effort to diversify the cultural origins of our brands.com/Community/ARC/Pages/Research/Journals/Oth er/default.. L'Oréal Sales Strategy has achieved success throughout the world. This is certainly a source of pride but even more a call for responsibility. Source: International Marketing with PowerWeb by Philip R. They have to do their best in order to deserve the consumers' confidence.aspx http://www. Kristiaan Helsen. Each and every purchase is the result of a free choice by a consumer or by a professional using their products (beauty salons). In the year 2015. L'Oréal has been successful in generating a worldwide Brand Identity only because of the company's powerful and efficient sales and promotion Strategy. across different income ranges and cultural patterns.uk/. This has been possible because of the well established Brand Name and Brand Image of L'Oreal. Cateora.

Essay Task Two .Power point presentation including speaker’s notes Task Three –Report Task Four .Task One .A sales Plan PLEASE REMEMBER CHECK THAT YOUR ANSWERS MEET THE CRITERIA COMPLETE THE ASSIGNMENT CRITERIA AS YOU GO ALONG DO NOT LEAVE THINGS TO THE LAST MINUTE .

3) Guidelines: In order to complete the above task.London School of Science & Technology Scenario L’Oréal is launching new cosmetic lines for L’Oréal. b) Using the scenario compare the stages of the decision making process of Corporate with Consumer buying behaviour in both B to B and B to C. (1.1. (1. your answer should: Include a list of sales team responsibilities Analyse the role of the sales team within L’Oréal marketing strategy Merits and Distinctions M1 4 . & 1.2. M1 and D1 Write an Essay in which you: a) Explain the importance of personal selling in supporting the promotional mix for an organisation like L’Oréal (1. 1.1) Guidelines: In order to complete the above task. age and tastes As a Sales Manager you have been asked to prepare an essay on the importance role of personal selling within the overall marketing strategy to promote these lines Task One .3. these lines are aimed at customers from diverse gender. you need to: Identify the stages of the buyer decision making process Compare the corporate decision making process stages with consumer buying process.Essay LO1 Understand the role of personal selling within the overall marketing strategy Task 1-This tasks offers you an opportunity to achieve LO1: 1. you need to: Define the role of personal selling List the components of the selling task Discuss the importance of information that is gathered by sales people in reference to L’Oréal Show how personal selling supports the promotional mix.2) Guidelines In order to complete the above task. State how sales people impact buyer behaviour Using L’Oréal as an example compare how sales people have an impact on buyer behaviour in both B to B and B to C c) Analyse the role of sales team within L’Oréal’s marketing strategy.

(2. Remember that your presentation is meant to be delivered to Senior Management Instructions on carrying out the presentation The presentation time and date will be communicated by the module leader/Tutor Include a PowerPoint presentation with at least ten slides and the presentation should last no more than 10 Minutes The presentation is recorded for internal and external verification Students should adopt a professional dress code and use an appropriate jargon during the presentation. M2 and D2 LO2 Be able to apply the principles of the selling process to a product or service a) You are the Sales Manager for L’Oréal. Prepare a PowerPoint (PPT) sales presentation and present in front of a panel on the company’s products and services.1. Scenario In this task. Personal selling is being affected by this increase.1. (2. your answer should: Include a PowerPoint presentation with at least ten slides and the presentation should last no more than 10 Minutes (2.1) Use the context of the business chosen to answer the question. you have been assigned a task to prepare a presentation for your executives regarding the new cosmetic ranges that L’Oréal is aiming to launch. Include a description of your recommended strategies to improve the personal selling process as in M1 and the advantages and disadvantages of the various strategies you have recommended for L’Oréal.2) Meet the attributes of a good presentation. Task Two Power point Presentation with Speaker Notes This tasks offers you an opportunity to achieve LO2: 2. Students are welcome to rehearse with the guidance of their tutor prior the summative presentation 5 .2. the percentage of people that shop online is on the increase.1) Provide prepared speaker notes for each slide which you will use when making the presentation.2) Include screenshots of the slides within your assignment. credible. (flexible. describe benefits. Guidelines In order to complete the above task. (2. 2. D1 In your report provide a critical evaluation of the role of the personal selling process M1.London School of Science & Technology In the UK. Write a report analysing the role of personal selling in the marketing process. arouse interest and motive action).2. clear.

London School of Science & Technology Merits and Distinctions M2 You need to use an attractive and interactive presentation. 6 . D2 Write an in-house letter in which you explain how personal selling will help boosting L’Oréal’s sales. using an extensive range of sources and including speaker’s notes and references.

1. Relate this to L’Oréal Review the role of remuneration in sales management d) Explain how you plan to organise sales activity and what measures you will take to control sales output. target setting. (3.1) Guidelines In order to complete the above task. (3. remuneration and training on sales management. (3. M3 and D2 a) Sales strategies are usually developed after corporate objectives have been devised.2. your answer should: Describe how you will organise sales activities in case of L’Oréal Explain the various sales control measures (sales budgets. (3.4. c) In a section of your report evaluate the role of effective motivation. training on specific products. Your CEO has requested you to write a report explaining the roles and objectives of team sales management. 3.3. on-going training and CPD. financial incentives.London School of Science & Technology Scenario As a part to develop the company sales strategy. performance standards.2) Guidelines In order to complete the above task. your answer should: Define recruitment and selection Explain why it is important to have a rigorous recruitment and selection process in place Use the context of L’Oréal Use examples to support your answer. Task Three Report LO3 Understand the role and objectives of sales management This tasks offers you an opportunity to achieveLO3:3. performance against targets). Explain the significance of applying rigorous recruitment and selection procedures to your recruitment campaign. 7 .3. Use the L’Oréal case study to support your answer. 3. Explain how corporate objectives impact on sales strategies and vice versa.4) Guidelines In order to complete the above task. salary and commission based remuneration) and how they will apply to sales management Evaluate training initiatives that can be adopted for developing your sales team for example.3) Guidelines In order to complete the above task.5. your answer should: Explain the role of sales strategy on corporate objectives Explain how and why sales strategies are developed in line with corporate objectives b) You are about to hire new members to join the sales team of L’Oréal. your answer should: Define motivation using a reliable source Evaluate motivation tools (team building. 3.

How will these skills differ from someone selling cars or hotel rooms. your answer should: Explain the importance of database building in sales management Discuss some of the key issues with using databases (including security and data protection) Explain the possible benefits of using databases in sales management for L’Oréal MERIT THREE This question relates to Q3. 8 . and what skills will they have in common? Guidelines Discuss specific skills that would be required for a sales person selling Evaluate the common attributes for sales person and mobile sales person . indicate what specific skills you will look for when recruiting sales people for an organisation like L’Oréal.London School of Science & Technology e) Explain the use of databases in effective sales management for an organisation like L’Oréal (3.2 In your report.5) Guidelines In order to complete the above task.

4. L’Oréal is investigating selling these cosmetic lines internationally.4. include the time scale. In your sales plan. (4. Executive summary and conclusion 9 .2. your answer should: Identify and justify the lines choice.3 and D3 You are required to develop a sales plan for any chosen sports lines.4.1.1.2. 4. budget and human resources needed.London School of Science & Technology Scenario As a part of its global expansion.1) Investigate how you can increase your sales by selling internationally. What activities will you need to do in order to prepare for these exhibitions / trade fairs? Guidelines State and justify your chosen trade/exhibition Develop a plan of activities to prepare for attending the exhibition. Gantt chart. Task Four: Sales Plan LO4 Be able to plan sales activity for a product or service This tasks offers you an opportunity to achieve LO4: 4.3) DISTINCTION THREE Recommend prominent trade exhibitions/trade fairs (based in Europe) that would be worth attending for your new line.(4. plan review and the mile stones.(4. The sales plan should include a strategy to investigate selling the new lines internationally. the learner should clearly demonstrate how the sales plan is meeting the marketing objectives. Additionally. Your plan should also look into using exhibitions and trade fairs to increase sales. (4. (4. As a Marketing Manager you have the responsibility to create a sales plan for these lines.2) Investigate how you can increase your sales through exhibitions or trade fairs.3) Guidelines In order to complete the above task.1) Include appropriate titles and appropriate sales plan headings. (4.1) Develop a sales plan for your new lines.

Personal selling is being affected by this increase. M2 You need to use an attractive and interactive presentation. Write a report analysing the role of personal selling in the marketing process. the percentage of people that shop online is on the increase. and what skills will they have in common? D2 Write an in-house letter in which you explain how personal selling will help boosting the sales of the sports ranges D3 Recommend prominent trade exhibitions/trade fairs (based in Europe) that would be worth attending for your new line. using an extensive range of sources and including speaker’s notes and references.London School of Science & Technology Merits and Distinctions M1 In the UK. Include a description of your recommended strategies to improve the personal selling process as in M1 and the advantages and disadvantages of the various strategies you have recommended for L’Oréal. M3 This question relates to Q3.2 What specific skills will you look for when recruiting sales people for an organisation like L’Oréal? How will these skills differ from someone selling cars or hotel rooms. D1 In your report provide a critical evaluation of the role of the personal selling process M1. What activities will you need to do in order to prepare for these exhibitions / trade fairs? 10 .

Task 02 Complex information has been synthesised and processed Present and communicate appropriate findings The appropriate structure and approach has been used The sales plan that you have provided in task three should be coherent and logical for the intended audience (SMT). Adopt a professional language in your Marketing plan Include appropriate titles Include appropriate sales plan headings Executive summary and conclusion. budget and human resources needed. Write a report analysing the role of personal selling in the marketing process. indicate what specific skills you will look for when recruiting sales people for an organisation like L’Oréal. Task 01 Select/design and apply appropriate methods/techniques A range of sources of information has been used You need to use an attractive and interactive presentation. projects or investigations have been planned. plan review and the mile stones. the learner should clearly demonstrate how the sales plan is meeting the marketing objectives. Task 04 Use critical reflection to evaluate own work and justify valid conclusions Conclusions have been arrived at through synthesis of ideas and have been justified Take responsibility for managing and organising activities Substantial activities. Personal selling is being affected by this increase. managed and organised In your report provide a critical evaluation of the role of the personal selling process M1. include the time scale. Task 03 Demonstrate convergent/lateral/ creative thinking Convergent and lateral thinking have been applied 11 In your sales plan. Task 04 . Include a description of your recommended strategies to improve the personal selling process as in M1 and the advantages and disadvantages of the various strategies you have recommended for L’Oréal. using an extensive range of sources and including speaker’s notes and references. How will these skills differ from someone selling cars or hotel rooms. Gantt chart. Additionally. the percentage of people that shop online is on the increase.London School of Science & Technology Merits and Distinctions Identify and apply strategies to find appropriate solutions Effective judgements have been made In the UK. Task 01 In your report. and what skills will they have in common.

3 3.2 2 product or service 3.1 2 product or service Carry out sales presentations for a 2. remuneration and training in sales management Explain how sales management organise sales activity and control sales output Explain the use of databases in effective sales management Develop a sales plan for a product or service Investigate opportunities for selling Internationally Investigate opportunities for using exhibitions or trade fairs.2 4. 3 3 3 3 3 4 4 4 Evidence (Page no.2 decision making process in different 1 situations Analyse the role of sales teams 1.3 1 within marketing strategy Prepare a sales presentation for a 2.London School of Science & Technology Unit 20 Sales Planning and Operations Learning Outcome LO LO1 LO2 Understand the role of personal selling within the overall marketing strategy Be able to apply the principles of the selling process to a product or service Understand the role and objectives of sales management In this assessment you will have Task Assessmen the opportunity to present evidence that shows you are able no.4 3.3 12 Explain how sales strategies are developed in line with corporate objectives Explain the importance of recruitment and selection procedures Evaluate the role of motivation.1 3.1 4.5 LO4 Be able to plan sales activity for a product or service 4. t Criteria to: Explain how personal selling 1.2 LO3 3.) .1 1 supports the promotion mix Compare buyer behaviour and the 1.

3. London 2.uk/Home. Websites 1.com 6. London. University of Dayton (2010). Tanner.udayton.com/2008/07/23/trade-promotion-best-practices/>.wordpress. http://www. Pearson. J. 3. "Trade Promotion Best Practices. 11 Nov. Pearson. Schwartz. Selling and Sales Management. 5.edu/~jrs/promo/notes/Trade%20Promotion. and Erffmeyr. USA 4. BPP Learning Media (2013) Marketing and Promotions – Business Essentials. "Business-Oriented Sales Promotions.aspx 7.amacombooks. – Available at <http://demandmetric. Honeycutt. Amacom(2012) Going Social: Excite Customers.co.aspx 13 . and Lancaster. D. 4." Available at http://campus.cim. Sales Management: Pearson New International Edition.marketingpower. (2013).cfm?isbn=9780814432556&TextID=1015230 [accessed 6 January 2014].MarketingProfs." Demand Metric Analyst Perspectives. Analyst Perspectives Blog.. G. http://www. 9th Edition. BPP Learning Media Ltd. (2012). http://www. R. E. Generate Buzz. Recommended learning textbooks 1.London School of Science & Technology Reading List Recommended learning textbooks Course notes 2.com/Pages/default. 2010. and Energize Your Brand with the Power of Social Media – Available at 2. www. Amacom. London.org/book. M (2006) Fundamentals of Sales Management. Jobber. 3.pdf..