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Page 2 of 6
Assignment Topic: Udunuwara Tea Estates
Background
Udunuwara Tea Estates has been producing the finest Ceylon Tea since 1901 from the Golden
Valley located in the central hills of Sri Lanka. Situated at an ideal elevation of 3,000 to 4,000
feet, the tea estates are blessed with the perfect micro climatic conditions and rich soil
composition, all combining to lend the teas their unique qualities. Harvested at precise times
and carefully hand-picked by nimble fingers, the tea at each estate has its own distinctive flavor
and aroma that unlock the rich essence of this heavenly brew.
The pure Ceylon Green Tea from Udunuwara is mild and fresh with leafy notes that leave you
revitalized. Fragrant and smooth, our green tea is expertly produced using special methods of
processing that carefully preserve the unique characteristics of the leaf, locking in the well-
defined flavor and antioxidants that are hallmarks of only the finest of such teas.
The produce of the Udunuwara Tea Estate largely consumed by the Europe and Middle East
consumers, but the MD / Chairman decided that it is high time to capture the local market. The
board of directors have given the consent to market Udunuwara Tea in local market.
In the process you as a NDSM qualified young, energetic personality has been recruited as the
sales manager for local business.
At the initial planning meeting your MD / Chairman request you the following.
TASK ONE
Present a comprehensive recruitment plan for the sales operation in the local Market.
TASK TWO
Specify the Job Design (JD) & Job Specification (JS) for the recruitments that you plan.
TASK THREE
Provide a sales forecast for next financial year and for next 3 years using a logical method.
Page 3 of 6
Note:
Word Count will be based on the content weightage and the word count for this
assignment should be 3000 – 4000 words, excluding cover sheet, content page, references,
appendix & illustrations ( please refer page no 17 of Student Handbook )
NOTE – Please note the given (below) Assignment Marking Scheme for Marks Allocation
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Cover page
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Assignmentis
Table of contents
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References
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Mark
Criteria
s
Allocated Awarded
Aligning to the purpose of the assignment 20
Some of the answer addresses to the purpose of the question 1-5
This has addressed the purpose of the assignment 6-10
Has addressed the purpose of the assignment coherently 11-15
This has addressed the purpose of assignment comprehensively 16-20
Clarity of expression 20
An attempt to organize in a logical manner 1-5
Satisfactory showing of logical manner and organization 6-10
Shows higher level of Carefully and logically organized 11-15
Shows coherent structure with clearly expressed ideas 16-20
Using examples/evidences 20
Shows a little use of examples 1-5
Some use of examples. Some evaluation attempted 6-10
Some use of examples. Well evaluated 11-15
Shows appropriate examples are fully and reliably evaluated 16-20
Critical analysis of concepts, theories, conclusions 20
Demonstrates limited evidence of critical analysis 1-5
Demonstrates some critical analysis of relevant theory 6-10
Demonstrates application of theory through critical analysis 11-15
Demonstrates application of critical analysis well integrated 16-20
Following assignment guidelines 20
Limited follow-up of assignment guidelines 1-5
Some level of follow-up of assignment guidelines 6-10
Good display of adherence to assignment guidelines 11-15
Excellent adherence to assignment guidelines 16-20
Total 100
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Special Remarks
Page 9
Contents
Introduction ................................................................................................................................................ 12
Task one ...................................................................................................................................................... 13
1.0. Organization .................................................................................................................................... 13
1.1 Sales force structure ........................................................................................................................ 13
1.3 Recruitments .................................................................................................................................... 13
1.5 Man power planning for Udunuwara tea estates ............................................................................ 14
1.6 Internal sources................................................................................................................................ 15
1.7 External sources ............................................................................................................................... 15
1.8 Selection criteria’s of sales persons of UTE ..................................................................................... 16
Task 2 .......................................................................................................................................................... 17
2.0 Udunuwera Sales origination structure .............................................................................................. 17
2.1 Key roles and responsibility ............................................................................................................. 18
2.1.1. Sales Manager Job duties............................................................................................................. 18
2.1.2 Zonal Sales Manager Job Duties: .............................................................................................. 19
2.1.3 Sales Executive Job Duties: .......................................................................................................... 19
2.4 Job Analysis .......................................................................................................................................... 20
2.4.1 Job description RSM ...................................................................................................................... 20
Job Title – Regional Sales Manager......................................................................................................... 20
2.4.2 Job description ASM...................................................................................................................... 21
Job Title – Area sales manager................................................................................................................ 21
2.4.3 Job description Key account manager .......................................................................................... 21
Job Title -Key Account Manager ............................................................................................................. 21
2.4.4 Job description of sales executive................................................................................................. 22
Job title-Sales Executive .......................................................................................................................... 22
2.5 Job Specification............................................................................................................................... 22
2.5.1 JS RSM ........................................................................................................................................... 22
2.5.2 JS Area sales manager ................................................................................................................... 23
2.5.3 JS of Key Account manager ........................................................................................................... 23
2.5.4 JS sales Executive .......................................................................................................................... 23
Task 3 .......................................................................................................................................................... 24
Page 10
1.0..Tea industry in Sri Lanka .................................................................................................................. 24
3.2..Competitor’s in Sri Lanka tea industry. ............................................... Error! Bookmark not defined.
3.3 Sales forecasting .............................................................................................................................. 25
3.4 Sales forecasting methods ............................................................................................................... 26
3.5 Qualitative vs. quantitative methods ............................................................................................... 26
3.6 Moving average method .................................................................................................................. 27
3.7 Factors effecting sales forecasts as follows ..................................................................................... 28
Conclusive ................................................................................................................................................... 29
.References ................................................................................................................................................. 30
Page 11
Introduction
Udunuwara Tea Estates has been producing the finest Ceylon Tea since 1901 from the Golden
Valley located in the central hills of Sri Lanka. Situated at an ideal elevation of 3,000 to 4,000
feet, the tea estates are blessed with the perfect micro climatic conditions and rich soil
composition, all combining to lend the teas their unique qualities. Harvested at precise times and
carefully hand-picked by nimble fingers, the tea at each estate has its own distinctive flavor and
aroma that unlock the rich essence of this heavenly brew.
The pure Ceylon Green Tea from Udunuwara is mild and fresh with leafy notes that leave
you revitalized. Fragrant and smooth, our green tea is expertly produced using special methods
of processing that carefully preserve the unique characteristics of the leaf, locking in the well-
defined flavor and antioxidants that are hallmarks of only the finest of such teas.
The produce of the Udunuwara Tea Estate largely consumed by the Europe and Middle East
consumers, but the MD / Chairman decided that it is high time to capture the local market. The
board of directors has given the consent to market Udunuwara Tea in local market.
( Sri Lanka Export Development Board, 2014, Industry Capability Report: Tea Sector)
Page 12
Task one
1.0. Organization
A sales organization is responsible for the sale and distribution of goods and services. It
represents the selling unit as a legal entity. It is responsible for product guarantees and other
rights to recourse; organization structure refers to the design of the sales team and assigning sales
responsibilities amongst different sales people. Keeping in mind varied aspects to reach the
target customers and distribute selling tasks amongst sales personal to gain quick access to the
customer’s .the objective is to ensure adequate attention to the product lines and brands at the
customer level.
1.3 Recruitments
“Recruitment is the process of searching the candidates for employment and stimulating them to
apply for jobs in the organization”.
The process of finding and hiring the best-qualified candidate (from within or outside of an
organization) for a job opening, in a timely and cost effective manner. The recruitment process
includes analyzing the requirements of a job, attracting employees to that job, screening and
selecting applicants, hiring, and integrating the new employee to the organization.
Page 13
A process of finding and attracting capable applicants for employment. The process begins when
new recruits are sought and ends when their applications are submitted. The result is a pool of
applications from which new employees are selected
Staffing is also heard in the organizations in the human resource department.it includes planning
for the needs of future employment and fulfilling them through recruiting, selecting, promoting,
laying off and transferring, etc. Staffing is an important activity in sales and marketing
department particularly for the sales force because it is directly responsible for generating
revenues for the organization.
Page 14
The candidates may be available inside or outside the organization. Basically, there are two
sources of recruitment i.e., internal and external sources.
(https://www.google.co.in/search?q=source+of+recruitment&source)
a) Advertisement
b) Colleges and Universities
c) Central Application File
d) Recommendation of Existing Employees
Page 15
Selection is the process of choosing the best which can fulfill the needs of the company.
Selection process is the process of eliminating the less fit candidates when inducted into the
organization will help to reach the desired goals and important because of the production and
performance value companies get by making good hires and the high costs of replacing
employees following bad hires. These considerations are especially heightened for FMCG
businesses.
Listening skills
After the selection process of UTE which the new recruits acquire culture and values which
already prevail among the working class of the organization. The process starts soon as the
selected candidates join the firm and learn about the norms, values, and customs of the UTE and
behaving in a way that is quite consistent with the behavior of the employees of UTE.
Page 16
Task 2
There are different sales organizational structures to be applied and I as the National
Sales Manager of UTE would present the following mentioned sales structure for UTE sales
force. This proposed territorial sales force structure has 38 number of sales force and this can be
presented here.
CEO
SALES MANAGER
KEY ACCOUNT
MANAGER
Page 17
2.1 Key roles and responsibility
a) Sales manager: Sells products by implementing sales plans; supervising sales staff.
b) Zonal sales manager: Sells products by maintaining and expanding customer base;
managing staff.
c) Sales representative: Builds business by identifying and selling prospects; maintaining
relationships with clients
Page 18
2.1.2 Zonal Sales Manager Job Duties:
a) Maintaining and increasing sales of your company's products
b) Reaching the targets and goals set for your area
c) Establishing, maintaining and expanding your customer base
d) Servicing the needs of your existing customers
e) Increasing business opportunities through various routes to market
f) Setting sales targets for individual reps and your team as a whole
g) Recruiting and training sales staff
h) Allocating areas to sales representatives
i) Developing sales strategies and setting targets
j) Monitoring your team's performance and motivating them to reach targets
k) Compiling and analyzing sales figures
l) Possibly dealing with some major customer accounts yourself
m) Collecting customer feedback and market research
n) Reporting to sales managers
o) Keeping up to date with products and competitors
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g) Maintains professional and technical knowledge by attending educational workshops;
reviewing professional publications; establishing personal networks; benchmarking state-of-
the-art practices; participating in professional societies.
Page 20
Performance Criteria – Actual Sales vs. Target Sales
Actual Day call vs. Target Day call
Remuneration – Salary is negotiable
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2.4.4 Job description of sales executive
Job title-Sales Executive
Primary Objective-Turnover the target to the year.
Secondary Objective –Achieve market share, achieve distribution number, maintaining customer
relationship,
Reporting authority-ASM & RSM
Duties and responsibilities-Arrange the self-display, collect the information of stock situation,
collect payment and pay attention to the customers complains, make customer relationship.
Performance criteria-actual sales vs. Target sales actual calls a day vs. Target calls a day.
Remuneration – Salary is Basic + Incentives + Allowances
2.5 Job Specification – is a document that prescribes the minimum acceptable quality of the
salesperson that is necessary for a job to be done in a desired way. Job description leads to the
preparation of job specification because duties and responsibilities mentioned in the former will
guide the organization to decide on Knowledge, Skill, Aptitude and personality profile requited
to perform the job properly.
2.5.1 JS RSM
Age Requirement – 30 to 35 years
Only for the male candidates
Valid driving licensee
Should have SLIM part /Full qualification or Marketing/Sales related degree or diploma in
recognized university
Should have 02 -03 years’ experience in similar capacity
Should have good speaking and writing ability – Sinhala /English
Should have be a good team worker
(https://www.google.com )
(malik)
Page 22
2.5.2 JS Area sales manager
Age Requirement – 28 to 30 years
Only for the male candidates
Valid riding licensee
Should have SLIM part /Full qualification or Marketing/Sales related degree or diploma in
recognized university
Should have 02 -03 years’ experience in similar capacity
Should have good speaking and writing ability – Sinhala /English
Page 23
Task 3
Tea production is one of the main sources of foreign exchange for Sri Lanka (formerly called
Ceylon), and accounts for 2% of GDP, contributing over US $1.5 billion in 2013 to the economy
of Sri Lanka. It employs, directly or indirectly, over 1 million people, and in 1995 directly
employed 215,338 on tea plantations and estates. In addition, tea planting by smallholders is the
source of employment for thousands whilst it is also the main form of livelihoods for tens of
thousands of families. Sri Lanka is the world's fourth-largest producer of tea. In 1995, it was the
world's leading exporter of tea (rather than producer), with 23% of the total world export, but it
has since been surpassed by Kenya. The highest production of 340 million kg was recorded in
2013, while the production in 2014 was slightly reduced to 338 million kg.
The humidity, cool temperatures, and rainfall of the country's central highlands provide a
climate that favors the production of high-quality tea. On the other hand, tea produced in low-elevation
areas such as Matara, Galle and Ratanapura districts with high rainfall and warm temperature has high
level of astringent properties. The tea biomass production itself is higher in low-elevation areas. Such
tea is popular in the Middle East. The industry was introduced to the country in 1867 by James Taylor, a
British planter who arrived in 1852. Firstly consider the total tea market and who the main players are in
local market. Following figures consider that,
WATAWALA 25.4
WATAWALA RANKAHATA 7
CESTA 4
LAOJEE 22.8
UNILEVER
CEYLON TEA 6.5
BOGAWANTHALAWA 4.8
MALIBAN 2.9
VIJAYA 1.8
SENRA 1.4
OTHERS 23.4
TOTAL 100
Page 24
3.2..Competitor’s in Sri Lanka tea industry.
(https://www.google.com/search?q=sales+structure+example )
The finest, young tea leaves are freshly plucked and treated using traditional Chinese methods, to
extract the best quality green teas. Medical research suggests the medicinal value of fresh green
tea which is a great supplement to a healthy diet and lifestyle, primarily due to the presence of
anti-oxidants such as polyphenols with the strength to lower cholesterol and reduce the risk of
heart diseases. Sri Lanka product assortment consists of natural & flavored Green Teas.
Ceylon green tea manufacturers & Ceylon green tea suppliers cater to 15% of the global green
market.
Review of Sri Lanka tea market in 2017 and outlook for 2018 ... Total Global Green Tea
production has raised from 1.736 billion in 2015 to 1.788 billion in 2016. .... On the other hand
India is gaining a larger share of the market.
Page 25
3.4 Sales forecasting methods
Forecasting methods shown as follows
Quantitative forecasting models are used to forecast future data as a function of past data. They
are appropriate to use when past numerical data is available and when it is reasonable to assume
that some of the patterns in the data are expected to continue into the future. These methods are
usually applied to short- or intermediate-range decisions. Examples of quantitative forecasting
methods are
Page 26
3.6 Moving average method
The method suggests drawing an average of the sales of a number of years to predict the sales of
coming period. The objective is to smooth out the fluctuations and provide a close estimate of
the forecasted sales. This method can be better understood from the following,
Period Sales
2016 10 mill
2017 12 mill
2018 11 mill
12mil+11mil+11mil
2020 =
3
2020 = 11.33mil
11mil+11mil+11.33mil
2021 =
3
2021 = 11.11mil
So the sales of the predicting three years are considered to forecast the sales of the year of
interest. This is a very simple method and the calculation for this is easy too. When the market is
stable for a considerable period of time it gives an accurate estimate of sales.
Page 27
3.7 Factors effecting sales forecasts as follows
a) Fluctuations in business environment: Cyclical or seasonal fluctuations in business.
b) Future state of economy: Price rice, entry of foreign firms, changes in demand, market and
sales potentials, interest rate fluctuations, foreign exchange.
c) Political condition of the country: Change of government, external trade relations with
foreign countries, Foreign policy in the country.
d) Market characteristics :Taste and preferences of consumers, buying powers, market
competitions, terms conditions of distributers
e) Situational factors: Unpredictable future events such as natural calamities, large –scale
economic recession, wars, etc. have an impact on market stability and should be considered
in forecasting.
(https://www.slideshare.net/ChamalNandika/tea-industry-in-sri-lanka)
Page 28
Conclusive
I would pleasure to take this opportunity to thank all of NDSM course lectures and all of SLIM
staff for the great assistance given to me. Also I would like to continue my further PG Diploma
in marketing with this institution.
I would like to say end of this assignment, I have been able to improve my knowledge on
recruitment process, selection process, Job analysis, JD and JS and other wise sales forecasting
methods and how is the contribution of Sri Lankan to the global tea market.
The sales manager (local market) in UTE can achieve the expected sales distribution network
increase the market share with correct decision of management tools.
Page 29
.References
Sri Lanka Export Development Board, 2014, Industry Capability Report: Tea Sector. (n.d.).
https://www.google.co.in/search?q=source+of+recruitment&source. (n.d.).
https://www.google.com . (n.d.).
https://www.google.com/search?q=sales+structure+example . (n.d.).
https://www.slideshare.net/ChamalNandika/tea-industry-in-sri-lanka. (n.d.).
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