In the process of developing and justifying long-term sales plans, it is necessary to find answers to a number of questions regarding a specific product or product line:
identify the target market segment;
select a sales model and calculate potential costs;
select sales directions and methods;
determine the optimal moment to enter the market;
select a product distribution model and singapore business mailing list calculate the costs of delivering the product to the end customer;
select sales promotion options and calculate the associated costs.
The sales strategy is built in accordance with the trends of the existing market, the possibilities of choosing new market sectors and improving the company's competitive advantages.
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The main blocks of the company's sales strategy
The process of forming the sales strategy of the company organization is implemented in accordance with the key goals in marketing. It has a significant impact on the assortment policy, cost formation and the choice of sales methods.
When developing a sales model, the company's goals, market characteristics, level of competition and customer demands are taken into account. The sales strategy should be supplemented with a communications program to ensure effective marketing activities of the company.
Strategic planning in the sales system is carried out in the medium-term (1-3 years) or long-term (more than 3 years). Usually, a sales strategy includes several key components.
Distribution system
Organizing effective sales is an important task for any enterprise. The key element in implementing the marketing and sales strategy is the commercial department. Depending on the chosen strategy and type of products, organizations need to create effective structures that will deal with sales and their planning.
Distribution system
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In developing sales plans, commercial departments are guided by a goal related to the most effective solution of marketing tasks. The structure of the sales system may include the following elements:
regional focus of the commercial department's activities (sales geography);
the functional structure of a commercial division can be organized according to various criteria, including functional responsibilities, product groups, regional zones, customer segments, etc.;
system for monitoring the results of the commercial department's activities;
motivational program for commercial specialists;
an analytical marketing system, including the collection and study of internal and external data.
Policy in the sphere of assortment formation
This is where the key decisions concerning the product range are collected. First of all, this concerns branding (whether all products will be produced under one brand or will they be divided into branded product groups). These decisions, taken when developing the product range policy, directly affect the company's production and sales strategy.
It is necessary to take into account that not all positions of the product line are equally in demand in different time periods. The assortment strategy should be built so that when some product groups lose popularity, there are more popular offers in the line. The dynamics of demand changes also affect the distribution of marketing resources between different areas.
The assortment policy is built taking into account marketing analysis, which is aimed at studying customer requests and competition in various sales segments.