A

SYNOPSIS
ON
A STUDY TO IDENTIFY SALES MANAGEMENT &

SALES LEADERSHIP

In the partial fulfillment of the requirement for

The award of the degree of

Master of Business Administration

2015-2017

SUBMITTED TO : SUBMITTED BY
Mr. Himanshu Goyal MOHINI
MBA 4th Sem.
Roll No. 1508570052

S.D. COLLEGE OF MANAGEMENT STUDIES,

MUZAFFARNAGAR

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OBJECTIVES OF SALES MANAGEMENT

These objectives may be very explicit and definitive, or they may be implicit or
general.

Although, firms have different mixes of objectives, and they do place differing
emphasis, on individual ones, the typical corporate-image.

While all these objectives are important to a business firm, the objectives, relating to
sales-volume, market share and profitability.

Generally, objectives of sales-management have to cover various sales-functions, in

an integrated manner.

These objectives are to be expressed, as far as possible, in measurable and

quantitative terms, and should also be realistic and achievable

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 RESEARCH METHODOLOGY

According to Green & Tull Research is systematic & objective search for the

analysis of information relevant to the identification & solution of any problem in the field of

marketing.

We know that marketing basically consist of spotting the need of customer & meeting

them in the best possible manner. Research plays a key role in the process starting with

market measurement. Research helps the firm in every component of the total marketing task.

It helps a firm acquire a better understanding of the consumer, the competition and the

marketing environment. It also aids the formulation of the marketing mix. Decision of each

element of the marketing mix, product distribution, promotion and pricing need research

report.

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 NEED & SIGNIFICANCE OF THE STUDY

The Company controls more than half of the Indian soft drink market, it plans to

maintain its need. The merchandising policy etc. it includes the survey to calculate the

existing status of organizations brand visibility with respect to its competitors. The main

source of information for this study was the retail outlets, the consumers & the companys

personnel. The data collected for this project was primary data.

Making the census of the entire universe was not possible hence sampling becomes

inevitable. The sample was designed keeping in view the sample unit & the size of the

sample.

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 DEVELOPMENT THE SAMPLEDESIGN

The sample was designed keeping in view of the following basic components :-

A) CHOOSING THE SAMPLE UNIT

For this project simple random sampling was chosen, where each sample element has

a known & equal probability of selection.

B) CHOOSING THE SAMPLE SIZE

The sample size was chose keeping in mind the size to be good enough to solve the

purpose & should be in available time. So for market, the sample size was chosen to be 100

retail outlets.

Approximately 100 retail outlets were observed for visibility of the product.

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 Introduction
In daily life, a layman deals with different transaction in terms of selling and purchasing of
goods and services. In these transactions the second one persuades the first person. Therefore,
selling may be defined as persuading people to satisfy the want of first one. The person, who
does this act, is called as the salesman, the result of this action as sales, while these activities
of the person, are supervised and controlled by sales-management. In the present scenario
sales executives are professionals. They plan, build and maintain effective organisations and
design and utilize efficient control procedures. The professionals approach requires thorough
analysis, market-efficient qualitative and quantitative personal-selling strategy. It calls for
skilful application of organisational principles to the conduct of sales operations. In addition,
the professional approach demands the ability to install, operate, and use control procedures
appropriate to the firms situation and its objectives.
Executives capable of applying the professional approach to sales management are in
high demand today. The quality of selling is referred to as salesmanship. In other words,
management is synonymous with leadership. Managers do the same thing in industry, as
ministers do in states and at the centre, i.e., they have to plan, forecast, direct and control
their personnel. Here success lies in running together, hand in hand. Managers are the
captains of the army of their followers.
Originally, the term sales management referred to the direction of sales force personnel.
But, it has gained a significant position in the todays world. Now, the sales management
meant management of all marketing activities, including advertising, sales promotion,
marketing research, physical distribution, pricing, and product merchandising. The American
marketers association (AMAs) definition, takes into consideration a number of these
viewpoints. Its definitions runs like: the planning, direction, and control of the personnel,
selling activities of a business unit including recruiting, selecting, training, assigning, rating,
supervising, paying, motivating, as all these tasks apply to the personnel sales-force.
Further, it may be quoted: it is a socio-scientific process, involving
group-effort in the pursuit of common goals or objectives, which are predetermined.
Co-ordination is its key, though, no doubt, it is a system of authority, but the emphasis is on
harmony and not conflict.
Sales-management differs from other fields of management, mainly in different
aspects: the selling operation of a business firm does not exist in isolation. Thus,
simultaneous with the changes taking place in the business, as well as marketing-orientation,
anew concept of sales management has evolved. The business, is now society-oriented, on
human-welfare aspects. So, sales-management has to work in a broader and newer
environment, in co-existence with the traditional lines. The present emphasis is now on total
development of human resources.

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 Review of Literature

(Jaeki song et al 2006) in their work compares and contrasts between companies
motivation to choose between internet channels and traditional channels. He suggests
web would a serious alternative to traditional marketing and proper pricing by internet
companies is what which attracts the consumer. I totally agree to this view. However
we believe that examples are provided only of some successful dotcoms at least
failure, reasons of failure of some dotcoms should have been taken into consideration
for discussion. That would have provided some more insight into their research.
Market access, price information, Competition and pricing policies have been used to
compare between both the channels. But internet security issues and fraudulent
practices in the internet by companies are excluded in this discussion. His primary
finding is that internet offers consumers better prices.

Importance

(Davidson Alistair et al 2006) have discussed how web-mavens positively influence

the minds of both consumers and companies. I fully agree with authors that web
mavens come in handy when consumers find it difficult to purchase products that are
technically complex and buying the best value products taking into consideration
frequent model changes. It would be good if we had included what extent of
sophistication is required for consumers in order to understand web mavens. It would
have been good to include how useful consumers perceive web mavens information
and utility. I fully agree with the authors that constructive criticism by the web
mavens on the products can help improve the product quality by companies quickly,
improve loyalty to the product and help them gain market share. The author could
have included information as to whether companies are still able to sell well without
actually being concerned about web mavens at all. If so it would be good to see how
they manage to do it. It would also be interesting the percentage of companies that

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react to web mavens and those who dont. This would establish more credibility of
web mavens.
How to be successful

(Aldridge Alicia et al 1997) in their paper discuss about what companies should
consider when operating in internet commerce space. From the authors point of view
to be successful in internet marketing the companies should recognize that consumer
market is different, communication with the consumer is going direct, open
competition has to be faced and market accessibility is going to be the key, net users
want more control, authenticity is important as touch and feeling is missing and
security to protect consumer privacy.
I agree that these factors do play an important role. In addition to this author discusses
various strategies that could be used on the internet namely targeting, promotional
strategy, product strategy and distribution strategy. These strategies are indeed
important for survival in the internet space. If the authors had collected data to justify
their claims it would be more authentic.

Effects on environment:

(Chen et al 2000) claim that internet marketing will bring about a greener atmosphere
(environmental protection) by reducing fuel consumption needed for regular purchase. I
totally agree to their view. Credit should be given to the authors who have looked at
internet marketing from this perspective. I also agree that Internet marketing promotes
paperless office and saves space and brings about energy savings by preventing kiosk
displays. It is also true that it promotes easy shipping of commodities which would be
difficult in traditional sales. The author could have included some information as to what
drives companies to pursue a paperless office whether it is cost savings alone or
companys decision to protect the environment for a social cause or other factors such as
market pressure from other companies who are doing the same. Authors could have
included information about various companies in various sectors who have considered
internet marketing as an environmental friendly scheme.

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 LIMITATIONS

1. Shorter time of two months.

2. Survey is conducted only in india

3. Only a single person cannot more data in short span of Time.

4. The customer was required to fill the questionnaire but it has to be done by myself.

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 BIBLIOGRAPHY

BOOK WRITER

MARKETING RESEARCH : D.D. Sharma

MARKETING MANAGEMENT : Philip Kotler

R.S. N. Pillai

RESEARCH METHODOLOGY : C.R. Kothari

MAGAZINE : Business World

Business India
Business Today
India Today

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