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This report was conducted for the board of directors of "Warren Soft Drinks LTD" and it is based on the information in the case study given.

Extracts from this document...

Introduction

Table of Contents Executive Summary 2 1. Situation Analysis 2 1.1. General 2 1.2. The Market and Market Size 2 1.3. The Need 2 1.5. Product Differentiation 2 1.6. Market Concentration 2 1.7. Industry Trends 2 1.8. Distribution Channels 2 2. PROBLEMS & OPPORTUNITIES 2 2.1. Sales Force (PHYSICAL COVERAGE) 2 2.3. Channels of Distribution 2 2.4. Communications (Promotion, Advertising, Publicity) 2 2.5. Sales Training 2 2.6. Sales Management 2 2.7 Motivation and Fridge benefits (Remuneration, Pension e.t.c.) 2 2.8. Organization / Management Restructuring 2 2.9. Division Headquarters re-located to central points 2 2.10. Evaluation & Control 2 3.RECOMMENDATIONS 2 3.1.Territories 2 3.2. Salesforce (Retails/ Wholesalers) 2 3.3. Saleforce (Vending Machines) 2 3.4. Channels of Distribution 2 3.5. Communications (Advertising, Promotion, Publicity) 2 3.6. Training 2 3.7. Sales management 2 4. Planning For Growth 2 Appendix 1. Summarized Divisional Situation Analysis 2 Appendix 2. SWOT Analyses 2 Reference: 2 Executive Summary This report was conducted for the board of directors of "Warren Soft Drinks LTD" and it is based on the information in the case study given. The below analysis consists an internal situation analysis, problem identification and recommendation/ suggestions and developments which would benefit the company as well as potential strategies for the company to move from its present position into a more successful one and increase the company's sales performance. To: The General Manager of Warrant Soft Drinks Subject: Report on the situation of company with recommendation in order to improve sales results and optimise company's resources within the limits of the specific market. 1. SITUATION ANALYSIS 1.1.1. 1.1.2. 1.1. General The company has been established in the soft drinks market selling their products via Retails, wholesalers and vending machines network. However there is not any indication of a proper strategic plan for growth but rather local tactical actions imposed by the divisional managers which might work in a certain environment and culture and not in general 1.1.3. ...read more.

Middle

This last creates an additional capital cost for the salesforce and if in a month they do not meet their profit expectations are disappointed and leave the company. One opportunity might exist for Warren to pay also the miles to the saleforce of vending machines. 2.7.7. Pension Scheme is applied to all staff based on sales targets expect for the vending machines Saleforce and what creates inequalities. An opportunity exists for Warren on a basis of vending machine target to offer a pension scheme also to those salesmen via an insurance company as long they say with Warren.(Blythe,2000) 5 1.1.18. 2.8. Organization / Management Restructuring * Territories: Are not evenly divided according: * Population * Customer's structures * Prospect Sales Value * Unit Value * Geographical Barriers * Industry Growth * Seasonality * Prospect Social Trends and Labour/ industry mobility Standards sales calls e.t.c. 1.1.19. 2.9. Division Headquarters re-located to central points Division Headquarters are not all proper located so that either Saleforce is losing lot of selling and travelling time or Social time in case meetings are taken place during weekends. The same applies to Divisional Managers. o Easily approachable with transport means o Least Cost o Least travelling time o Take least selling time o Live enough time for Saleforce to return home. 1.1.20. 2.10. Evaluation & Control There not any territory evaluation or sales potential and projection for the next five years as well as actual product sales from all competition in order to be able to calculate the market share of Warren and also to be able to build up Sales Target, quotas to Saleforce and distribution channels. Actual sales are not evaluated within the territories as well as between territories in order to be able to create average/standard salesmen sales targets. Sales results are not evaluated in response to advertising or three/four territory promotional exhibitions in order to locate the effectiveness/ elasticity of those communication tools. There is lack of salesmen cost control both per territory and national level. ...read more.

Conclusion

Pub Trade & Breweries b) The whole Northern Ireland c ) Production of retailers own brands d) Expansion to overseas market. * The company does not produce retailer's own brands Threats * The highly competitive environment that exists in soft drinks sector * Rivalry even between the saleforce or the managers see the Manchester case of rivalry * Headhunting of trained saleforce Reference: 1) Donaldson, B. (1998) "Sales Management Theory and Practice". London. Mc Millan Business 2) John Hendry and Gerry Johnson, (1993) "Pavlof Theory of Learning, Strategic Thinking, Leadership & Management of Change", Willey 3) Kotler Philip (2000) "Marketing Management" Millennium Edition , Pages Page 631-632, & 705 (Matrix) 4) Herzberg, F. (1966) "Work and the Nature of Man", published London by William Collins. 5) Jim Blythe, (2000) "Sales & Sales Management" , Blackball Publishing, Page 101-106 6) Jim Blythe (2000) "Marketing Communications", Published by Financial Times, & Prentice Halls Page 218 - 219 7) H. IGOR ANSOFF (1985) "Corporate Strategy- An analytic approach to Business Policy for Growth and Expansion ", Published by Penguin Books, pages 98-99 (for Growth Vector Matrix) 1 Donaldson, B. (1998) "Sales Management Theory and Practice". London. Mc Millan Business 2 John Hendry and Gerry Johnson, "Pavlof Theory of Learning, Strategic Thinking, Leadership & Management of Change", (1993) Willey 3 Kotler Philip (2000) "Marketing Management" Millennium Edition , Page 631-632 4 Herzberg, F. (1966) "Work and the Nature of Man", published London by William Collins. 5 Jim Blythe, (2000) "Sales & Sales Management" , Blackball Publishing, Page 101-106 6 Kotler Philip (2000) "Marketing Management" Millennium International Edition, Page 705 7 Jim Blythe (2000) "Marketing Communications", Published by Financial Times, & Prentice Halls Page 218 (About Sales Territory Management) 8 Jim Blythe (2000) "Marketing Communications", Published by Financial Times, & Prentice Halls Page 219 (Matrix Factors Relating to length of training of Sales staff) 9 H. IGOR ANSOFF (1985) "Corporate Strategy- An analytic approach to Business Policy for Growth and Expansion ", Published by Penguin Books, pages 98,99 (for Growth Vector Matrix) Page 1 ...read more.

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