3038MKT
Sales and Negotiation
WORKSHEET
FOR
Individual Case Study
Department of Marketing
3038MKT Individual Case Study - Task Description
1
Title: Development of sales strategy and management plan
Type: Individual Assignment - Report
Learning Outcomes Assessed: 1.1, 1.2, 1.3, 2.1
Marked out of: 40
Word limit: 2,000 words (+/- 10%)
Submission: FINAL Assignment Submission Point
This report is an individual assignment (maximum 2,000 words report format). The 2,000
words (+/- 10%) is excluding title page, table of content, executive summary, tables, figures,
in-text references, references, and appendices. All reports must pass text matching report at
the FINAL Assignment Submission Point.
To do:
You are a sales manager of a chosen company. Your task is to conduct an analysis of the
current situation of the company and industry, and on this basis, to develop sales strategy and
management plan (recommendations) utilising appropriate sales approaches and management
strategy.
Students are required to choose ONE company to work on in this assignment out of the
following choices.
1. Bonds
2. Samsung
3. IKEA
4. Adidas
Please note that this is not a new product development assignment. Therefore, students
will be looking at the current products/services that are offered by the chosen company.
Therefore, the recommendations must be linked to a new sales approach. Having said that,
students can link their recommendations to a product development if it will contribute to
boosting the brand’s sales strategy.
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The structure of the report must contain the following key sections:
1. Title Page (Not included in the word count)
2. Executive summary (approximately 1 - 2 pages) (Not included in the word count)
Summary of findings or significant information from all sections
3. Introduction
What is this report about?
Structure of the report
4. Background Analysis Part A (Industry, Competitor and Consumer)
4.1 Industry Analysis:
Firstly, you should gather information on the industry as a whole. For example:
What is the size of the industry?
What are the recent trends in the industry?
What is the industry potential? E.g. Growth rate, industry life cycle, etc.
Any information about the industry that could be useful for your decision-making
4.2 Competitor Analysis:
Now you need to determine who are the main competitors in the industry. For example:
Who are the key players?
How do the main competitors differentiate themselves in the marketplace, i.e. what is
their positioning strategy?
What are the most common forms of Sales Approaches among the main competitors
4.3 Consumer Analysis:
Now you need to provide a description of the consumer market associated with the product
category. For example:
Who are they? (e.g. their demographic, psychographic, geographic and behavioural
characteristics)
What are the issues facing consumers of this product category?
What are the factors important to consumers when making the purchase/consumption
decisions in this market?
Are they influenced by others? Do they make the purchases themselves?
Are there particular consumer needs not being met in the current marketplace?
5. Background Analysis Part B (Sales Approach and Sales Management)
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5.1 Sales Approach Analysis:
This section should include the following points:
Strengths and weaknesses of the current Sales Approach of your chosen company.
The focus of the current Sales Approach and the company’s profitability because of
this approach.
Sales Approach (you can consider thinking about the following concepts if applicable,
Consumer Roles in the Buying Process, Consumer Decision-Making Process, Sales
Cycle, Sales Tactics and Influences (B2C), Sales Tactics and Influences (B2B), Direct
Selling, Cross Selling and Up Selling, Customer Strategy, Sales Methodology).
5.2 Sales Management Analysis:
This section should include the following points:
Strengths and weaknesses of the current Sales Management strategy of your chosen
company.
The focus of the current Sales Management strategy and the company’s profitability
because of this strategy.
6. Recommendations
This section is where you build on the Background Analysis sections. You need to list
at least FOUR market opportunities that your company could take advantage of,
improve or adapt.
The Recommendation section is what, how, and why are you going to address the
FOUR opportunities.
Try to justify your arguments by citing or mentioning a similar approach from another
company. Also, you could describe some of the possible or potential benefits and
costs for each of the recommendation.
Please analyse the costs and benefits associated with the FOUR recommendations.
Please support your arguments with research-based evidence from business and
academic sources where appropriate
You could use a brief, but meaningful table to describe some of the opportunities and
issues. You can also list, rank and explain why they are essential to look at by your
company.
7. Conclusion
Summary of the key issues, opportunities and recommendations
8. References (Not included in the word count)
A reference list should be included. A minimum of 10 references is expected. References
should include a good mix of business and academic sources. You must use the (APA)
referencing style. There is an APA referencing guide included under the assessment details
folder on Learning@Griffith.
