Pearson BTEC Level 5 Higher

National Diploma in Business

Unit 20: Sales Planning and Operations
Assignment Title:

Sales Planning for LOral

Module Leader:

Imad Guenane

Internal Verifier:

Dr. George Panagiotou

Issued on:

26th September 2016

Deadline:

21st December 2016

SPO

London School of Science and

Technology

Submitted on:
Student Name:
Student ID: H
Campus: Alperton/Luton/Birmingham (delete as appropriate)
Pearson Registration Number:
Instructions & Learner Declaration
An electronic copy of your assessment must be fully uploaded by the deadline date and time.
You must submit one single PDF or MS Office Word document. Any relevant images or screenshots must be
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Review the mitigating circumstances policy for information relating to extensions.
The file size must not exceed 20MB.
Answer the criteria in order, clearly indicating the pass criteria number.
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Your work must be original with the appropriate referencing.

I certify that the work submitted for this assignment is my own and research sources are fully acknowledged.

Unit 20: Sales Planning and Operations September 2016

London School of Science & Technology

Introduction and guidance

Selling is a key part of any successful business, and most people will find that they need to use sales skills
at some point in their working life if only to persuade or win an argument. For anyone who is interested in
sales as a professional career it pays to understand the basics of selling, to practice, and plan. This unit will
introduce learners to the theory of selling and sales planning, and give them the opportunity to put their
personal selling skills into practice. The unit starts with an overview of how personal selling fits within the
overall marketing strategy for a business. Learners will be taken through the main stages of the selling
process, and be expected to put them to use. Once they are confident about the selling process, learners
will investigate the role and objectives of sales management. This is knowledge that can be applied to a
wide range of organisations. Finally, learners will be able to start planning sales activity for a product or
service of their own choice this is another valuable skill that is transferable to many different situations
learners may find themselves in as they move into employment or higher education.
The tutorial sessions, facilitated by a tutor, are used to support and enhance student understanding and
include a variety of classroom-based exercises that consolidate on the material visited in the lectures.
Case Study

L'Oral
Established in 150 countries across five continents, LOral groups international success represents
an international marketing model based on skill, knowledge and an unshakeable reputation. As a
senior L'Oreal manager stated they key success of L'Oral is: "You have to be local and as strong as
the best locals but backed by an international image and strategy. We have made a conscious effort
to diversify the cultural origins of our brands."...
L'Oral sells more than 5 billion individual products each yea. Each and every purchase is the result
of a free choice by a consumer or by a professional using their products (beauty salons). This is
certainly a source of pride but even more a call for responsibility. They have to do their best in order
to deserve the consumers' confidence. This is why they are committed to satisfying and empowering
the consumer further.
Sales Strategy of L'Oreal has enabled the company to spread its' business not only in Europe but also
in Asia and Latin America. In the year 2015, the Brand L'Oreal was ranked first among all the
cosmetics companies of the world.
L'Oral Sales Strategy has achieved success throughout the world. Over the years, the company is
successfully producing and selling different cosmetic products, haircare and skincare products in
more than 150 countries of the world. This has been possible because of the well established Brand
Name and Brand Image of L'Oreal.
L'Oral has been successful in generating a worldwide Brand Identity only because of the company's
powerful and efficient sales and promotion Strategy. This successful Global Sales Strategy of L'Oreal
helped the company to earn significant levels of revenue in the past years.
In short, it can be said that, reason behind the success of Brand L'Oreal lies in the fact that the
company succeeded in reaching out to the customers of different countries of the world, across
different income ranges and cultural patterns.
Source:
International Marketing with PowerWeb by Philip R. Cateora, John Graham, Hardcover,
Publisher: McGraw-Hill/Irwin
Global Marketing Management by Masaaki Kotabe, Kristiaan Helsen, Hardcover: 720 pages,
Publisher: Wiley
http://www.loreal.com/_en/_ww/LOREAL_RDD_2008.html
http://www.marketingpower.com/Community/ARC/Pages/Research/Journals/Oth er/default.aspx
http://www.getinternationalclients.com/guide-4-build-your-international-marketing-strategy/
.html
http://www.globalnegotiator.com
www.coursework4you.co.uk/.../l-oreal/P_M_773_L_Oreal_s_marketing_strategies.php

Please complete the following tasks in relation to the LOral range.

Task One - Essay

Task Two - Power point presentation including speakers notes
Task Three Report
Task Four - A sales Plan

PLEASE REMEMBER
CHECK THAT YOUR ANSWERS MEET THE CRITERIA
COMPLETE THE ASSIGNMENT CRITERIA AS YOU GO
ALONG DO NOT LEAVE THINGS TO THE LAST MINUTE

London School of Science & Technology

Scenario

LOral is launching new cosmetic lines for LOral; these lines are aimed at customers
from diverse gender, age and tastes
As a Sales Manager you have been asked to prepare an essay on the importance role of
personal selling within the overall marketing strategy to promote these lines
Task One - Essay
LO1 Understand the role of personal selling within the overall marketing strategy

Task 1-This tasks offers you an opportunity to achieve LO1: 1.1, 1.2, & 1.3, M1
and D1
Write an Essay in which you:
a) Explain the importance of personal selling in supporting the promotional mix for an
organisation like LOral (1.1)
Guidelines:
In order to complete the above task, you need to:
Define the role of personal selling
List the components of the selling task
Discuss the importance of information that is gathered by sales people in reference
to LOral
Show how personal selling supports the promotional mix.
b) Using the scenario compare the stages of the decision making process of Corporate
with Consumer buying behaviour in both B to B and B to C. (1.2)
Guidelines
In order to complete the above task, you need to:
Identify the stages of the buyer decision making process
Compare the corporate decision making process stages with consumer buying process.
State how sales people impact buyer behaviour
Using LOral as an example compare how sales people have an impact on buyer
behaviour in both B to B and B to C
c) Analyse the role of sales team within LOrals marketing strategy. (1.3)
Guidelines:
In order to complete the above task, your answer should:
Include a list of sales team responsibilities
Analyse the role of the sales team within LOral marketing strategy
Merits and Distinctions
M1

London School of Science & Technology

In the UK, the percentage of people that shop online is on the increase. Personal selling is
being affected by this increase. Write a report analysing the role of personal selling in the
marketing process.
D1
In your report provide a critical evaluation of the role of the personal selling process M1.
Include a description of your recommended strategies to improve the personal selling
process as in M1 and the advantages and disadvantages of the various strategies you
have recommended for LOral.

Scenario
In this task, you have been assigned a task to prepare a presentation for your
executives regarding the new cosmetic ranges that LOral is aiming to launch.

Task Two
Power point Presentation with Speaker Notes
This tasks offers you an opportunity to achieve LO2: 2.1, 2.2, M2 and D2
LO2 Be able to apply the principles of the selling process to a product or service
a) You are the Sales Manager for LOral. Prepare a PowerPoint (PPT) sales presentation
and present in front of a panel on the companys products and services.
Guidelines
In order to complete the above task, your answer should:
Include a PowerPoint presentation with at least ten slides and the presentation
should last no more than 10 Minutes (2.1)
Provide prepared speaker notes for each slide which you will use when making
the presentation.(2.2)
Meet the attributes of a good presentation, (flexible, clear, credible, describe
benefits, arouse interest and motive action). (2.1,2.2)
Include screenshots of the slides within your assignment. (2.1)
Use the context of the business chosen to answer the question.
Remember that your presentation is meant to be delivered to Senior
Management
Instructions on carrying out the presentation
The presentation time and date will be communicated by the module leader/Tutor
Include a PowerPoint presentation with at least ten slides and the presentation should
last no more than 10 Minutes
The presentation is recorded for internal and external verification
Students should adopt a professional dress code and use an appropriate jargon during
the presentation.
Students are welcome to rehearse with the guidance of their tutor prior the summative
presentation
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London School of Science & Technology

Merits and Distinctions
M2
You need to use an attractive and interactive presentation, using an extensive range of sources
and including speakers notes and references.
D2
Write an in-house letter in which you explain how personal selling will help boosting LOrals
sales.

London School of Science & Technology

Scenario
As a part to develop the company sales strategy. Your CEO has requested you to write a
report explaining the roles and objectives of team sales management.

Task Three Report

LO3 Understand the role and objectives of sales management
This tasks offers you an opportunity to achieveLO3:3.1, 3.2, 3.3, 3.4,3.5, M3 and
D2
a) Sales strategies are usually developed after corporate objectives have been devised.
Explain how corporate objectives impact on sales strategies and vice versa.
Use the LOral case study to support your answer. (3.1)
Guidelines
In order to complete the above task, your answer should:
Explain the role of sales strategy on corporate objectives
Explain how and why sales strategies are developed in line with corporate
objectives
b) You are about to hire new members to join the sales team of LOral. Explain the
significance of applying rigorous recruitment and selection procedures to your
recruitment campaign. (3.2)
Guidelines
In order to complete the above task, your answer should:
Define recruitment and selection
Explain why it is important to have a rigorous recruitment and selection process
in place
Use the context of LOral
Use examples to support your answer.
c)

In a section of your report evaluate the role of effective motivation, remuneration and
training on sales management. (3.3)
Guidelines
In order to complete the above task, your answer should:
Define motivation using a reliable source
Evaluate motivation tools (team building, target setting, financial incentives, salary
and commission based remuneration) and how they will apply to sales
management
Evaluate training initiatives that can be adopted for developing your sales team for
example, training on specific products, on-going training and CPD. Relate this to
LOral
Review the role of remuneration in sales management

d) Explain how you plan to organise sales activity and what measures you will take to
control sales output. (3.4)
Guidelines
In order to complete the above task, your answer should:
Describe how you will organise sales activities in case of LOral
Explain the various sales control measures (sales budgets, performance standards,
performance against targets).

London School of Science & Technology

e) Explain the use of databases in effective sales management for an organisation like
LOral (3.5)
Guidelines
In order to complete the above task, your answer should:
Explain the importance of database building in sales management
Discuss some of the key issues with using databases (including security and
data protection)
Explain the possible benefits of using databases in sales management for LOral

MERIT THREE
This question relates to Q3.2
In your report, indicate what specific skills you will look for when recruiting sales people for an
organisation like LOral. How will these skills differ from someone selling cars or hotel rooms, and
what skills will they have in common?

Guidelines
Discuss specific skills that would be required for a sales person selling
Evaluate the common attributes for sales person and mobile sales person

London School of Science & Technology

Scenario
As a part of its global expansion. LOral is investigating selling these cosmetic lines
internationally.
As a Marketing Manager you have the responsibility to create a sales plan for these lines.

Task Four: Sales Plan

LO4 Be able to plan sales activity for a product or service
This tasks offers you an opportunity to achieve LO4: 4.1, 4.2,4.3 and D3

You are required to develop a sales plan for any chosen sports lines. The sales plan should
include a strategy to investigate selling the new lines internationally. Your plan should also look into
using exhibitions and trade fairs to increase sales. (4.1,4.2, 4.3)

Guidelines
In order to complete the above task, your answer should:
Identify and justify the lines choice. (4.1)
Develop a sales plan for your new lines. (4.1)
Include appropriate titles and appropriate sales plan headings. (4.1)
Investigate how you can increase your sales by selling internationally.(4.2)
Investigate how you can increase your sales through exhibitions or trade fairs.(4.3)
DISTINCTION THREE
Recommend prominent trade exhibitions/trade fairs (based in Europe) that would be worth attending for
your new line. What activities will you need to do in order to prepare for these exhibitions / trade fairs?

Guidelines
State and justify your chosen trade/exhibition
Develop a plan of activities to prepare for attending the exhibition.
In your sales plan, include the time scale, Gantt chart, budget and human resources
needed, plan review and the mile stones. Additionally, the learner should clearly
demonstrate how the sales plan is meeting the marketing objectives.
Executive summary and conclusion

London School of Science & Technology

Merits and Distinctions
M1
In the UK, the percentage of people that shop online is on the increase. Personal selling is
being affected by this increase. Write a report analysing the role of personal selling in the
marketing process.
D1
In your report provide a critical evaluation of the role of the personal selling process M1.
Include a description of your recommended strategies to improve the personal selling process
as in M1 and the advantages and disadvantages of the various strategies you
have recommended for LOral.
M2
You need to use an attractive and interactive presentation, using an extensive range of
sources and including speakers notes and references.
M3
This question relates to Q3.2
What specific skills will you look for when recruiting sales people for an organisation like
LOral? How will these skills differ from someone selling cars or hotel rooms, and what skills
will they have in common?
D2
Write an in-house letter in which you explain how personal selling will help boosting the
sales of the sports ranges
D3
Recommend prominent trade exhibitions/trade fairs (based in Europe) that would be worth
attending for your new line. What activities will you need to do in order to prepare for
these exhibitions / trade fairs?

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London School of Science & Technology

Merits and Distinctions
Identify and apply
strategies to find
appropriate solutions

Effective judgements
have been made

In the UK, the percentage of people that shop online

is on the increase. Personal selling is being affected
by this increase. Write a report analysing the role of
personal selling in the marketing process. Task 01

Select/design and
apply appropriate
methods/techniques

A range of sources of
information has been
used

You need to use an attractive and interactive

presentation, using an extensive range of sources
and including speakers notes and references. Task
02

Complex information
has been synthesised
and processed
Present and
communicate
appropriate findings

The appropriate
structure and approach
has been used

The sales plan that you have provided in task three

should be coherent and logical for the intended
audience (SMT).
Adopt a professional language in your Marketing plan
Include appropriate titles
Include appropriate sales plan headings
Executive summary and conclusion. Task 04

Use critical reflection

to evaluate own work
and justify valid
conclusions

Conclusions have
been arrived at
through synthesis of
ideas and have been
justified

Take responsibility
for managing and
organising activities

Substantial activities,
projects or
investigations have
been planned,
managed and
organised

In your report provide a critical evaluation of the role

of the personal selling process M1. Include a
description of your recommended strategies to
improve the personal selling process as in M1 and
the advantages and disadvantages of the various
strategies you have recommended for LOral. Task
01
In your report, indicate what specific skills you will
look for when recruiting sales people for an
organisation like LOral. How will these skills differ
from someone selling cars or hotel rooms, and what
skills will they have in common. Task 03

Demonstrate
convergent/lateral/
creative thinking

Convergent and lateral

thinking have been
applied

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In your sales plan, include the time scale, Gantt

chart, budget and human resources needed, plan
review
and the mile stones. Additionally, the learner should
clearly demonstrate how the sales plan is meeting
the marketing objectives. Task 04

London School of Science & Technology

Unit 20 Sales Planning and Operations

Learning
Outcome

LO

LO1

LO2

Understand the
role of personal
selling within the
overall marketing
strategy

Be able to apply
the principles of
the selling
process to a
product or
service
Understand the
role
and objectives of
sales
management

In this assessment you will have

Task
Assessmen the opportunity to present
evidence that shows you are able no.
t Criteria
to:
Explain how personal selling
1.1
1
supports the promotion mix
Compare buyer behaviour and the
1.2
decision making process in different
1
situations
Analyse the role of sales teams
1.3
1
within marketing strategy
Prepare a sales presentation for a
2.1
2
product or service
Carry out sales presentations for a
2.2
2
product or service
3.1
3.2

LO3
3.3
3.4
3.5

LO4

Be able to plan
sales activity for
a product or
service

4.1
4.2
4.3

12

Explain how sales strategies are

developed in line with corporate
objectives
Explain the importance of
recruitment and selection
procedures
Evaluate the role of motivation,
remuneration and training in sales
management
Explain how sales management
organise sales activity and control
sales output
Explain the use of databases in
effective sales management
Develop a sales plan for a product
or service
Investigate opportunities for selling
Internationally
Investigate opportunities for using
exhibitions or trade fairs.

3
3
3
3
3
4
4
4

Evidence
(Page
no.)

London School of Science & Technology

Reading List
Recommended learning textbooks
Course notes
2. Recommended learning textbooks
1. BPP Learning Media (2013) Marketing and Promotions Business Essentials, BPP
Learning Media Ltd, London
2. Jobber, D. and Lancaster, G., (2012), Selling and Sales Management, Pearson,
London, 9th Edition.
3. Schwartz, M (2006) Fundamentals of Sales Management, Amacom, USA
4. Tanner, J., Honeycutt, E. and Erffmeyr, R, (2013), Sales Management: Pearson New
International Edition, Pearson, London.
3. Websites
1. Amacom(2012) Going Social: Excite Customers, Generate Buzz, and Energize Your
Brand with the Power of Social Media Available at
2. http://www.amacombooks.org/book.cfm?isbn=9780814432556&TextID=1015230
[accessed 6 January 2014].
3. University of Dayton (2010). "Business-Oriented Sales Promotions." Available at
http://campus.udayton.edu/~jrs/promo/notes/Trade%20Promotion.pdf.
4. "Trade Promotion Best Practices." Demand Metric Analyst Perspectives. Analyst
Perspectives Blog, 11 Nov. 2010. Available at
<http://demandmetric.wordpress.com/2008/07/23/trade-promotion-best-practices/>.

5. www.MarketingProfs.com
6. http://www.marketingpower.com/Pages/default.aspx
7. http://www.cim.co.uk/Home.aspx

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