Summer 2013 MK0010

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Summer 2013 Master of Business Administration- MBA Semester 3 MK0010 Sales, Distribution and Supply Chain Management - 4 Credits (Book ID: B 1721) Assignment (60 marks) NAME: MANGESH RAMRAO GHULE Roll No.511224090

Q1. How to manage a companys sales force? Answer : Managing the sales force : Sales force management systems are information systems used in CRM marketing and management that help automate some sales and sales force management functions. They are often combined with a marketing information system, in which case they are often called customer relationship management (CRM) systems. Processes to manage sales forces : Five major activities are involved in managing sales force. They must be divided into related steps. The first step is plan the recruiting and selection process. The responsibilities associated with this step are generally assigned to top sales executives, the field sales manager or the human resources manager. The company wants to determine the number and type of people needed, which involves analyzing the market and the job and preparing a written job description The qualifications of the job must be established to fill the job. Second, the recruiting phase includes identifying sources of recruits that are consisted with the type of person desired, selecting the source to be used and contacting the recruits . You need to weigh out the options and evaluate its potential effectiveness versus its costs. Third, select the most qualified applicants. The selection phase has three steps, in the planning phase there may be qualifications specified and in the first step it is necessary to design a system for measuring the recruits against the standards from the planning phase. 1.Recruitment : Recruitment is at the centre of an effective sales force. One approach in the selection is asking a customer what characteristics they look for in a sales representative. Companies develop selection procedure where behavioral and management skills are tested. 2. Training : Training is essential to remain ahead of the competition. Sales force needs training before entering the market as well as training at different stage of the product life cycle. 3. Supervision : Supervision on sales force is decided on the profile of product portfolio. A general supervision is maintained with respect to sales people dealing with potential clients. Another supervision is related to efficient time management from preparation of client call to closing of the deal.

4. Motivation : Motivation is a key aspect for management of the sales force. Here compensation plays an important in driving up the motivational level. Compensation can be assigned based on sales quota. Other motivational tools are social gathering and family outing. 5. Evaluation : Evaluation is essential to management of a sales force. Sales reports sent by the sales force serve a good starting point of evaluation. Art of negotiation and relationship marketing these two are the important aspects of successful sales representative and long term benefit for the company. Q2. Explain Gap analysis with SERVQUAL model. Answer : Five aspects of service quality : Reliability: Do what you say you're going to do when you said you were going to do it. Customers want to count on their providers. They value that reliability. Don't providers yearn to find out what customers value? This is it. It's three times more important to be reliable than have shiny new equipment or flashy uniforms. Whether it's periodic on schedule, on-site response within Service Level Agreements (SLAs), or Work Orders completed on time. Responsiveness: Respond quickly, promptly, rapidly, immediately, instantly. Waiting a day to return a call or email doesn't make it. Even if customers are chronically slow in getting back to providers, responsiveness is more than 1/5th of their service quality assessment. Assurance: Service providers are expected to be the experts of the service they're delivering. It's a given. SERVQUAL research showed it's important to communicate that expertise to customers. If a service provider is highly skilled, but customers don't see that, their confidence in that provider will be lower. RD

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Q3. Write a short notes on: A. Elements of Physical Distribution(any four) (Any four elements-four marks) Answer : Elements of Physical Distribution :

1. Transportation : Transportation costs are largely based on the rates charged by carriers. There are two basic types of transportation rates: class and commodity. The class rate, which is the higher of the two rates, is the standard rate for every commodity moving between any two destinations. 2. Warehousing : A storage warehouse holds products for moderate to long-term periods in an attempt to balance supply and demand for producers and purchasers. They are most often used by small businesses whose products' supply and demand are seasonal.

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B. Patterns of Distribution [Patterns of Distribution(each pattern carry 2 marks)- 6 marks] 4+6 = 10 marks Answer : Patterns of distribution : Costs and margins : Cost levels and middleman margins vary widely from country to country depending on the level of competition, services offered, efficiencies or inefficiencies of scale, and geographic and turnover factors related to market size, purchasing power, tradition and other basic determinants. In India, competition in large cities is so intense that costs are low and margins thin; in rural areas, however the lack of capital has permitted the few traders with capital to gain monopolies with consequent high prices and wide margins Middlemen services : RD

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Q4. Explain three components of Supply chain management. (Definition of supply chain management- 2 marks; components 8 marks) 10 marks Answer : Supply chain management : Supply chain management (SCM) is the management of an interconnected or interlinked between network, channel and node businesses involved in the provision of product and service packages required by the end customers in a supply chain. Supply chain management spans the movement and storage of raw materials, work-in-process inventory, and finished goods from point of origin to point of consumption. Components of supply chain management : The success of multinational companies can be attributed to their ability to deliver not only quality products but also delivering them on time, all over the world. Therefore, focus has moved from competition between firms at the same level in the production process to competition between supply chains, from raw materials to end customers. A companys ability to create trust based and long term business relationships with customers, suppliers and other strategic partners becomes a crucial competitive parameter. The tendency towards increased integration and cooperation between the enterprises in the supply chain results in greater complexity in the management and control technology, which requires increased coordination of resources and activities. 1. Network Structure: The Network Structure comprises the most important collaboration partners in a supply chain, as well as the relationships between these players. It is neither possible nor desirable to establish a SCM cooperative network that includes all participants in a business network. It would demand entirely too many resources and be quite complex. Moreover, it is important to focus available resources on the relations that are of strategic importance for the competitiveness of the business. For many RD

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Q5. Define Aggregate Planning and its strategies to meet demand and supply. [Definition of Aggregate planning- 1 mark; Strategies(each carry 3 marks)-9 marks] 10 marks Answer : Aggregate planning : Aggregate planning is an operational activity that does an aggregate plan for the production process, in advance of 2 to 18 months, to give an idea to management as to what quantity of materials and other resources are to be procured and when, so that the total cost of operations of the organization is kept to the minimum over that period. Strategies of aggregate planning : 1. Level strategy : A level strategy seeks to produce an aggregate plan that maintains a steady production rate and/or a steady employment level. In order to satisfy changes in customer demand, the firm must raise or lower inventory levels in anticipation of increased or decreased levels of forecast demand. The firm maintains a level workforce and a steady rate of output when demand is somewhat low. This allows the firm to establish higher inventory levels than are currently needed. As demand increases, the firm is able to continue a steady production rate/steady employment level, while allowing the inventory surplus to absorb the increased demand. A second alternative would be to use a backlog or backorder. A backorder is simply a promise to deliver the product at a later date when it is more readily available, usually when capacity begins to catch up with diminishing demand. In essence, the backorder is a device for moving demand from one period to another, preferably one in which demand is lower, thereby smoothing demand requirements over time. RD

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Q6. Explain the challenges faced by International Sales Managers (Explanation of challenges- 10 marks) Answer : Challenges faced by international sales managers : Working in the global economy or for a large international firm can be a fast-paced, challenging way to jump-start your career. International experience is a huge resume booster because anyone who can handle the challenges of navigating managerial tasks in a foreign country will surely bring back valuable lessons they can use once they return to their home country. Here are some of the biggest management challenges. 1. Language Barriers : The biggest, most common managerial challenge when it comes to working internationally is a language barrier. While most executives are fluent in a number of languages, there is no guarantee an entire office will speak your language. Even if you have some foreign language skills, it is different to try to conduct business in a foreign language than to merely have casual conversation. Additionally, the nuances of other languages make it harder to understand and be understood. 2. Cultural Differences : Every culture across the globe has its own unique set of cultural norms. In the U.S., managers typically do much of their own administrative work, including answering phones, sending mail, etc., but in many other countries, RD

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