Implementation of the Marketing Strategy - Paper Example

Part 1: Personal Selling at Electro-Cars Ltd

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Personal selling can be a vital tool in boosting Electro-Car Limiteds sales volumes because the technique has two-way communication as the primary underpinning salesperson-customer interaction strategy CITATION Nee14 \l 1033 (Heerden & Drotsky, 2014). Electro-Car Ltd can benefit from personal selling as the strategy enhance advertising through the facilitation of product demonstration, prospecting, persuasion, gaining commitment and capitalizing on the social motives of the buyers. Because personal selling permits two-way communication, it is possible for the sales person to assess consumers preferences and needs and offers the customers with the opportunities of seeking clarifications CITATION Bar09 \l 1033 (Weitz, 2009). During the process, the salesperson identifies the prospects and develops a social relationship with them which provide the chance to stimulate their social motives in buying Electro-Car Ltd products regarding elements such as prestige, status, and the need for economic and environmentally-friendly automobiles. Therefore, there a possibility of achieving persuasion of the highest degree considering that the salesperson will have to converses, communicate, and visit the potential buyers severally which assist in the creation of a trust for gaining commitment and hence speeding the closure of sales. The prospects may end up spreading positive messages about the experiences with the salespersons CITATION Nia10 \l 1033 (Niazi & Aziz, 2010). Therefore, personal selling promotes the direct marketing, sales promotion, advertising and public relations which are all the cornerstones of promotion mix CITATION Rob17 \l 1033 (East, et al., 2017). Lastly, personal selling may end up bringing non-selling tasks such as handling of consumer complaints and gathering credit information which can help Electro-Cars Ltd in doing marketing research.

Part 2: Buyer behavior and decision making within B2B and B2C contexts

Consumer behavior within B2B and B2C differ in the sense of product specification CITATION Iqb17 \p 21 \l 1033 (Iqbal, 2017, p. 21). In B2C, a customer will come to Electro-Cars Ltd with clear ideas of what they want to purchase without drawing reference to product specification. In the case that their needs and preference do not match what Electro-Cars Ltd have, they are flexible in the decision making. However, for the case of B2B, the buying behavior and purchasing decision must adhere to the organizations requirements in the form of products specification CITATION Pau16 \l 1033 (Fifield, 2016). There is a lot of emphasis on the benefits that Electro-Car Ltd products will deliver and the costs. In B2B, there is limited flexibility as the individual sent to purchase the products are using instructions from the senior authorities with purchasing managers emphasizing on the adherence to the organization budget. The common aspect in both contexts is that buying process, which encompasses decision making and buying behavior, begins with the identification of the needs. The purchase decisions are fast in B2B than in the B2C which involves a lot of discussion by the committee. In B2C, customers can decide to adjust the budget because they are accountable for impulse buying than in the B2B in which the purchasing parties are under instructions. It is evident that B2C can benefit Electro-Cars Ltd considering flexibility and the role of personal selling in B2C.

Part 3: Role of the sales teams in implementation of the marketing strategy

The sales teams play an instrumental role in the implementation of the Electro-Cars Ltd.s marketing simply through their function of supplying marketing intelligence into the organization. According to Czinkota and Ronkainen (2014), the success of any marketing strategy is dependent on the degree of integration existing between marketing and sales. The marketing intelligence that the sales teams input into the organization is fundamental for the marketing teams in forming and implementing marketing plans. The sales teams in Electro-Cats Ltd are in close association with the consumers hence their understanding of the market regarding the changes in customer preferences and needs, and the new developments that close automobile business rivals have input. According to Kelly, et al. (2017), the role of the sale force in any organization is to supply marketing and sales intelligence information which the firms can accumulate and analyze them to aid in the development of strategic responses that are necessary for the translation of plans into marketing strategies. The intelligence information that the sales team provide assist in the formation of marketing quotas and goals, which are the key elements in marketing strategy implementation CITATION Mat11 \l 1033 (Schwartz, 2011). Sales-team also helps in monitoring the impact of the market strategy implemented hence helping Electro-Cars Ltd to perform midcourse adjustments reporting.

TASK 2

Question 1: Sales presentation: Tropicana Juice

Speaker Notes

Tropicana is a US-based orange juice producing company that has been in operation since 1947. These represent an experience of 70 years in finding premium fruits for fulfilling the organizations mission of being the top juice producers globally CITATION Tro17 \l 1033 (Tropicana, 2017). Passion remain the same despite the advancement of innovation and technology. Notwithstanding the operation for an extended time, Tropicana has been successful in the provision of purely-squeezed juice which is currently accessible to all the consumers globally at present. Through the assistance of innovation and technology, Tropicana is striving to innovate the ways of availing its consumers with the most nutritious and best-tasting juice. The organizations commitment to the worlds leading orange juice producers extend beyond their beautiful bottle and prolong into the juice contents whose taste reveal Tropicanas passion in bringing juice sweetness from the fruits into the bottle with pasteurization to maintain the natural components. Regardless of the type of container you choose, Tropicana guarantees you a combination of nutrition and great taste all in one bottle. What else would brighten consumers day other than the combination of passion, vegetables, and fruits in a single glass? Tropicana guarantees you 100% nutritious glass of orange juice that is free from additives such as preservatives, artificial flavors, sugar, and water.

TASK 3

Question 1: Aligning sales and corporate strategies

Piercy and Lane (2010) explain sales strategy as the function of an organizations business strategy in that it defines how the organization will carry out its business strategy. It is evident from the case study that Acrylic Fabricators business strategy is to increase revenue by growing its market share in disposable utensils production. It is possible for Acrylic Fabricators to align the business strategy with sales strategy by applying sales methodology to increase the speedy provision of catering utensils to supply the increasing customer flow CITATION Zub16 \l 1033 (Sethna & Blythe, 2016). To align corporate and sales strategy, Acrylic Fabricators, need to target and penetrate the profitable and productive market such as supermarkets and sectors that require disposable utensils. The alignment of the two strategies is possible through the Acrylic Fabricators act of refining its product differentiation and maximizing the competitive advantage it has in the sector for the increment of market share and margin CITATION Art14 \l 1033 (Thompson & Gamble, 2014). Acrylic Fabricators can align sales and corporate strategies through the use of sales methodology which involves the recruitment and retention of skilled sales personnel to who can successfully execute marketing and sales strategies hence the achievement of the corporate objectives. Acrylic Fabricators can achieve it through the recruitment of employees with experience in the polymer industry.

Question 2: Recruitment and selection process

Employee selection process and recruitment are among the essential human resource function in Acrylic Fabricator because they determine the intake of talents, skills, and knowledge. As the two tasks impact on an organizations productivity, Acrylic Fabricators should consider them as essential practices to increase its talent pool which directly affects profitability and revenue growth. The first importance of selection process is that it ensures that the organization obtains appropriate people for specific tasks basing on their talents, knowledge, and skills CITATION Mat11 \l 1033 (Schwartz, 2011). For instance, Acrylic Fabricators acquisition of sales individuals is such that the selection process uses the criteria of previous experience in polymer industry because it ensures the attainment of the workforce that have substantial knowledge about the properties of polymers, the production, and supply of the resultant products. Selection process guarantees that an organization acquires competent and skillful workers.

Question 3: Motivation

Motivation entails the encouragement and inspiring employees smarter and harder leading to completion of tasks in a proper, timely and efficient manner. According to organization theory, extended perquisites and vacation, and the use of reward systems aid in the motivation of workers to enhance their potential CITATION Art14 \l 1033 (Thompson & Gamble, 2014). The importance of motivation is that it leads to higher productivity and lowers worker turnout leading to improved profitability to an organization. Acrylic Fabricators can benefit from a motivated workforce because motivation leads to the production of high-quality work. It energizes employees behavior leading to the innovation as highly motivated workers have reduced turnout. Remuneration occurs in the form of compensation, or rewarding and Acrylic Fabricators can use it as a tool for driving motivation because reward especially in monetary terms help employees in delivering, performing and even exceeding the company expectations. On the other hand, training Acrylic Fabricators sales management employees can increase their motivation because it is the aspiration of almost every worker to develop career and professional skills which guarantee them growth in the corporate ladder CITATION Arc12 \l 1033 (Woodside, 2012). Therefore, training and remunerating employees aid in driving behavior and motivating and incentivizing them to perform efficiently and timely for profitability and growth.

Question 4: Organizing sales activities

Acrylic Fabricators can organize its sales activities following three key steps. The first step is the setting of sales goals for setting boundaries, milestones, and direction of the sales activities. The step has an advantage of preventing resource wastage and confusion. The second phase in the organization of sales activities is detailing the sales activities and assigning them elements such as team members, venues, and cost. Brassington and Pettitt (2010) consider this procedure as compartmentalization which assists in time framing and optimization of human resources of the sales activities. The last step in organizing sales activities is forecasting and applying push-and-pull strategy to control the organizations sales output. Push strategy controls the sales output in a way that leads to the production of goods in large quantities to merge the growing demand CITATION Dal11 \l 1033 (Bubnjevic, 2011). Personal selling and other promotional mix elements will help in the creation of a market for the resultant products. On the other hand, the pull strategy will control...