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Table of Content
Tasks Content Page No.
Task-5
(LO 3.1)
Explain how sales strategies are developed in line with corporate
objectives.
2
Task-6
(LO 3.2)
Explain the importance of recruitment and selection procedure.
2
Task-7
(LO 3.3)
Evaluate the role of motivation, remuneration and training in sales
management.
3
Task-8
(LO 3.4)
Explain how sales management organize sales activity and control
sales output.
4
Task-9
(LO 3.5)
Explain the use of database in effective sales management.
5
Task-10
(LO 4.1)
Develop a sales plan for a product or service.
6
Task-11
(LO 4.2)
Investigate opportunities for selling internationally.
9
Task -12
(LO 4.3)
Investigate opportunities for using exhibitions or trade fairs.
10
Bibliography
11






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Task 5 (Lo 3.1) Explain how sales strategies are developed in line with
corporate objectives.

A strategy is about a long term plan to achieve one or more goal under condition of certainty.
This strategy is necessary for achieving goal with using the limited resources. In every business
has a strategic plan which is their basic foundation of plan of their business decision.
These strategic decisions are basically planned for a long time. So, when we think about strategic
plan it must be for a long term but to support this goal there may changes tactics for getting
better performance for daily or short term activities.
This strategy determines the way how to achieve the corporate objective. So the strategy and
corporate objectives are interrelated with each other. ACI Pure salt ltd has followed several
tactics such personal selling, incentives, promotional offers etc. to fulfill the strategies that are
very much helpful to achieve the corporate objective of the business. The main objective of the
business is to provide quality food elements by introducing new technologies. So in this context
ACI pure salt ltd always tries and takes necessary tactics to achieve the main strategy that
support to the objective. For example they made a huge incentive for the customers it was 2 kg
free with a gross pack of 25 kg salt. This was for adjustment of the price to be remained low, so
that resellers get profit few more. Through this incentive the sale was increased about 30%
during the month of April 2014 (Mr. Anwar Hossain, sales manager of ACI Pure Salt ltd.). this
tactics was taken for getting instant customers feedback and end of the day they succeed to
achievement. Then sometimes the management takes instant decision about pricing to compete
the market. As though ACI is a leading brand but the new entrance companies offers more
profits to the resellers to increase their market shares in that case management had to decrease
the price directly or by incentives. In the month of May20014 there was no incentive offers but
the price offers that was remaining low, the price for each gross packet 505 taka and 525 taka
instead of 525 taka and 550 taka for 1 kg and kg accordingly. So this can be said that the
strategies of the sales management are quite relative to achieve the corporate goal or objective.



Task 6 (Lo 3.2) Explain the importance of recruitment and selection
procedures.
Recruitment is an essential process to enrich the human resource of an organization or business.
It ensures the manpower which is needed for achievement of the objectives. In ACI Pure Salt ltd
the whole recruitment process conducted by the HR (Human Resource) department of the
company. In case of sales person needed. Then sales manager asked to recruit the certain amount
of sales person to the HR manager who arranges all the procedure of recruitment. In the
recruitment process there are few steps to be followed after circular of the job description as
following.
At first HR department made a circular for the attention of the candidate of the job with job
details. Then the application is screened out from the application receipt from the individual.
Here some of the application may be rejected due to lacings requirement. Then the management
identifies the suitable applicant and investigates them about their previous details. After
investigate they select candidates for the physical interviews and then the physical examination
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has taken. This examination is about in the field work. The candidates who are selected they are
sent for three month training with sales team in the field. This is to know that from starting to
this stage any candidate can be rejected. After passing or showing good performance in this test,
a candidate is under contract with the company as employee.


Reception of application

Screening of application

Identify suitable candidate

Investigation

Select candidate

Physical interview

Physical examination

Negotiate employment contract


This recruitment process is very necessary for the employment of the company. Through this
recruitment process management get a suitable person in the team. If the employees are not
efficient the objectives cannot be achieved properly. In the sales department it is the must to
recruit an efficient sales person. This is because if there is problem in sale it will affects all the
activity of the business.

Task 7 (Lo 3.3) Evaluate the role of motivation, remuneration and training in
sales management.
Manage sales team is the main concern to continue the sale growth. In this team management
there are some ways or tactics by which the sales teams can be made more serious about their
work, support to achieve the goal, enhance sale and revenue etc. According to Maslows
Hierarchy as following the needs of the employees should be fulfilled besides the tasks given to
them to get better feedback from them.

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Maslows Hierarchy

If the needs are fulfilled the employees wants to work more willingly in future. The needs are
varied from different level. One need is filled then another arises. So this hierarchy of need is
quite helpful to have a good sales team. The sales persons will more likely to do the tasks they
assigned to get the opportunity of fulfilling the needs if available.
Motivation is one of the tactics to warm the workers so that they are more willing to work. In
motivation process the employees get good co operation from the top management in the
workplace in various ways such scope of sharing ideas, power of expressing opinion over
decision, monetary incentives etc. in this company sales manager is more conscious about
motivate the employees the managers always want to know the ideas of the employee to done the
job that targeted. The sales representatives are given target that to be achieved in certain time.
The employees get incentives that can fulfill the target. Then they feel more willing to do the job
properly to fill the target. The remuneration is another tactics to proper utilization of the sales
teams at the organization. The sales persons are paid at sound rate and they get the additional
commission over target as well that made very positive intention on the employees. Sale
manager is always conscious about the sales representatives. He always gather the feedback of
the sales representatives by visiting their fields in different areas. It helps to identify the
efficiency of the sales persons and their activity in field. Management frequently changes the
tactics to motivate the sales persons. The sales persons are happy the sales will be more (Mr.
Anwar Hossain, sales manager of ACI Pure Salt ltd.). Besides this sort of motivation
management arranges training for the sales persons on sales presentation frequently so that they
become more efficient in the field work. It is very important to trained up the sales person to
increase or fill the target sale which is supportive to achieve the corporate objectives of the
business.


Task 8 (Lo 3.4) Explain how sales management organizes sales activity and
control sales output.
Sales managers of the ACI Pure Salt ltd are very concern about check and balance to the activity
of the employees who work in field. The employees always in on pressure of the task this should
not be. There may have some extra facilities for the employees to achieve the goal. Its also
helpful to better control over the employees.

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There is a target of sales for every zonal managers for each month that to achieved by them.
Managers set an order of targets by demands of different areas. Different areas have different
demand such there are different zones in Dhaka and Narayongong but all the areas demands are
not same. So by these demand, management sets different selling target for the zonal managers
who control his team to how to achieve the target. The target achievers are awarded by the
company for the motivation so that they work more willingly in future. Not only zonal mangers
but also sales persons are got the cash incentives for achieving the target sale. Manage
management made a forecasting budget for sale every month and managers observe the activity
report every week to check the progress of the activity through budget. End of the month every
zonal managers need to submit the report of the sale for certain area to the managers. Then
manager adjusts those reports to the budget that made before. Though the sales persons are
always monitored by the management the budget of sales is hardly surplus of stock.


Sales target in May 2014
Zone Sales persons
Including team
managers
Distributors Target sale in
tones
End of the
month actual
sale
North Dhaka 11 3 12 12
East Dhaka 10 5 20 18.5
West Dhaka 12 6 22 22
South Dhaka 14 5 22 24
Total 47 19 76 76.5
Source: Mr. Anwar Hossain, sales manager of ACI Pure Salt ltd.


If we go through the sales budget of the last month here we find the excess of sales than targeted
for the Dhaka city which is divided in to four zone. For each zone there is a sales team with a
team manager who guide the sales persons. In every zone there are few distributors channel by
which the products will provided to the customers. Going through the sales budget we can see
except East Dhaka rest of the region are achieve the target sale event sometimes more than the
expectation such South Dhaka. So, it can be said the overall performance and control over the
sales team is quite better though East Dhaka cannot achieve the target that is not significant. In
totaling the actual sale is more than the targeted sale for the month of May 2014. It represents the
controlling efficiency of the management over the sales persons.







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Task 9 (Lo 3.5) Explain the use of databases in effective sales management.
The database is about the storage of data and information in a particular base. It can be manual
such keeping in book by written or even computerized by using software. Database maintaining
is a must for controlling the employees activity. In the database there are available of
information about an individual. ACI ltd has its own customized database software to store the
data in reference of future. Sales department has uses the database as a part of the main database
of the company. The part of the databases which is used by sales department can be customized
where needed. There are available all the information of the sales persons, personal details,
activity performance, achievement, promotions, contributions on achievement of the target etc.
by using this database management can easily decide how plan is to be taken in future and how
sales persons will supportive for those plans. By checking this database management transfer the
efficient sales persons to the areas where needed. On the other hand arranged training for
individuals who do not perform well in the field. So this database is quite helpful to make every
decision about sales.

Task 10 (Lo 4.1) Develop a sales plan for a product or service.
Previous period

ACI pure salt ltd. is growing up the market share day by day since they start their business at
2005. They are the pioneer of introducing the dirt free vacuum evaporated salt to the consumer.
Since then their market share increasing as well as they increased the production. The total sales
volume of ACI pure salt is on an average 14000 tons per month. These sold products are
distributed by 700 distributers within the country (Mr.Anwar Hossain, sales manager, ACI Pure
Salt ltd). The existing customers amount about 4 lacs (the retailer and wholesaler), that
represents the consumers demands. The annual demand of salt 15 lac tons in Bangladesh for a
year. (Bangladesh Sangbad Sangstha)
To remained continue the growing sale volume the sales manager of ACI pure salt ltd decided to
give some incentives to the retailer customers, So that, they will intend to more likely to sell this
salt, rather than other competitive brands. They decided to give an umbrella with each unit of salt
(gross pack of 25kg) which will casts for average 100 tk. This incentive offer will lasts for a
month. Within this time the customers who buy a unit or product get an umbrella free of cost as
incentive. The average demand of ACI salt that showed above are not represents the demand any
particular place rather whole Bangladesh.


Market analysis

The annual market demand of the salt in Bangladesh is about 15 lac tones. It includes various
types of salt such as the raw salt (feed to cattle), the raw salt eaten by people (big grains with
dust) and small grain salt (vacuum evaporated) etc. Within this demand ACI met the demand of
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vacuum evaporated salt whichs grain is too small and every grain is freer. ACI ltd is the pioneer
user of this vacuum evaporated technology in the salt industry. In this civilized world people
getting aware about their health, Bangladesh is not far from them. Here people become aware
about their health before the past decade. The people are trying to find the best quality product
and look at the new technology as well. So here the demand of this freer grain salts is raising day
by day. The market size of this product is rapidly increasing due to the awareness of the people.



Competitor analysis

Though ACI Pure Salt ltd is the first introducer of freer grain salt using vacuum evaporated
technology there arise few more companies who also provide the same product to the market.
Here are the main competitors of ACI pure salt ltd are as following
Molla super salt
Confidence salt
Fresh salt
Ifad salt
They are mostly competing with the ACI pure salt. As they are newly entered in to the market
they offer at less cost price to the customers (retailer and wholesaler) than ACI Pure Salt. But it
has a brand image that they dont have. Brand image and strong sales persons are the strengths of
ACI though always brand image do not works well at all. So, it is the matter of concern to
remain the continuous growth of sale volume there needs to observe the competitors strategies,
techniques, pricing, demands etc that can be defined as threats for ACI Pure Salt. as the
concerning issue in this situation is the price sometimes the customers should have some
incentives for motivation. Based on this matter sales manager makes a plan to motivate the
customers as well as little growth of sale volume from present sale volume.


Objective of the plan

Make inspiration on the existing customer for more sales to the consumer.
Create influence to the prospective customer to purchase ACI salt.
Increase sale to 16000 ton instead of 12000 ton for next month of June which will about
30% over than current sale volume.
Increase market share at least 2% during this program within end of the month.


Sales Strategies

The sales team will be developed and trained to convince the buyer to purchase or willing
to take the offer of incentive.
Trained the zonal managers to efficient control over the sales team.
Every zonal managers will accountable for achieving their target that given by manager.
There will work 175 zonal mangers for control 2100 sales person who sales the product
provided by 700 distributors (Mr. Anwar Hossain, sales manager, ACI Pure Salt ltd).
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Action plans

1. First task for this plan is to cover the training session which is conducted within the last
week of May 26
th
to 29
th
. First day will for the distributing tasks and responsibilities to
the zonal managers and then all the a short training session for the sales representatives
scheduled time by the different areas and lasts till 29
th
of May.
2. The first job of the sales person will be notifying each and every customers about the
incentive program.
3. The zonal managers will go to the field for each working day of the first week to observe
the sales persons performance whether they can convince the customers well or not.
4. The main focus of this plan on the urban areas such Dhaka, Narayongonge, Comilla,
Sylhet, Chittagong, Rajshahi etc. these is because of the consciousness of the urban
consumers as they get many options.
5. In the lion share of the target sale of 16000 ton will comes from these areas. Such from
Dhaka, Narayongonge, Comilla, Chittagong and Sylhet the sale volume will 5000 tons.
Which will achieved in the first week of the month of June.
6. The second week will cover the sale volume of 11000 tons from the whole country.
7. Then the zonal managers will have to submit the activity report of the target sale at the
end of the second week.
8. Based on the activity report there may come changes the techniques to achieve the target.
9. If everything will ok the target sale filled up within the month of June.
10. The best sales award will given to the sales persons for highest sale from every zone and
the zonal manager also awarded for efficient controlling over the sales person end of the
month.


Target sales and Revenue

In this plan the target sale and revenue is as following.

Target sales
In tons
Units each
of 25 kg
Gross revenue
(units*500)
Incentive cost Net revenue
Before
June14
12000 4,80,000 24,00,00,000 1,92,00,000 22,08,00,000
After June 14 16000 6,40,000 32,00,00,000 6,40,00,000 25,60,00,000


In this plan the program of 2 kg salt free for each packet last month to adjust the cost price to
make more profit for the resellers. That month sell was 24 crore BDT. The incentive cost was
about 1.92 BDT where as in this new incentive plan though there will more incentive cost that is
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6.40 crore BDT will much more than before. But the fact is there even a positive growth in sales
revenue. In this new plan there come 3.52 crore BDT more revenue than last month due to
increase sales volume even incentive cost is more than before. It is true that the profit will few
less than the last month but the fact is if the sell volume increased within the month of may and it
will continue at least 80% at the next month of following then the profit become 1.5 times then
recent rate of profit.


Unit sold Selling price
(adjusted
incentive cost)
Cost of
Production
Net profit
Before June 4,80,000 460 350 5,28,00,000
End of June 6,40,000 400 350 3,20,00,000
After June 6,40,000 460 350 7,04,00,000
(expected)

The main concerning issue of this plan is to cope up with the existing customers and prospective
customers as well who sell the products to the consumers. If the customers are motivated they
willingly try to sale ACI pure salt rather the other brands. Though ACI pure salt has a healthy
market share and this share is growing up day by day this program will for warm up the resellers
which helps to increase the continuous growth of this market share in the competitive market of
this industry.
During the actions level for the plan there may arise different critical situation which also should
be under concern. In this highly competing market every competitor trying to change or modify
the strategies frequently whenever they needed. In the case of incentive, when ACI Pure Salt ltd
offers this incentive offer to the customers (retailer and wholesaler) the other competitors may
also offers incentives to sale their products. In this plan there is only incentive of giving an
umbrella which costs 100 BDT but the previous offer of 2 kg salts free is not applicable here. In
case of the situation when any one or more competitor also offers incentives to the customers
ACI Pure Salt ltd can also merge the previous 2kg free offer along with the umbrella. In this case
there may have few less profit rather the selling volume decreasing that targeted.



Task 11 (Lo 4.2) Investigate opportunities for selling internationally.
Investigate opportunities for selling internationally. (The individual is required to give this
solution based on role of distributor and agents, appointment of distributors and agents and
opportunities provided by agents & distributors)
Being Bangladesh a small country there are many opportunity to cope up with the business
worldwide. Bangladesh is in 42 number position of 62 country of the world who produced salts
(British Geological Survey). So it is to say that Bangladesh has well positioning in world rank.
There is a opportunity to entrance the world market in this industry. The annual demand of salt is
about 15 lac tons where as production is almost 17 lac tons. Here is surplus of 2 lac tons
10

production than demand every year (Business report of Daily Star of Nov 5, 2012). So, ACI ltd
can take the opportunity to export this salt as they maintained world standard refinery system.
Another opportunity is the low cost the production for available resources in this country. This
low cost of production can be the competitive advantage to compete the world wide competitors.
To moving the global market ACI pure salt ltd can export their product to that country that have
no usage of vacuum evaporated technology or even have little support. People become so
conscious about food and commodities because of globalization. Though, due to this
globalization the third world country struggling more, they become more conscious than before
as well.
To export ACI pure salt company management can appoint agents to distribute the product to the
customers. Global distributors may not be available because of some characteristics differences
of agents and distributors. The distributors take the risks of selling the product where as the agent
works for only commission rather take risk of selling or other risks. In this case there may
appoint some franchise agents who take the risk of selling the salt in their local market at their
local price.
There might have some criteria to be followed to select a franchise agent as following.
Global agents have to take the risk of sale.
There must have a deal or agreement of global business with the global agents where
there conditions and terms are settled.
They need to prove the money back efficiency which is ensured by banks.
The franchise should have well known in the local market that helps to acceptable the
product to customers.
They can set local price over the costing price.
To train up the local sales person about the product there may have sent sales team by
ACI Pure Salt ltd.
The agents should clarify the prospected market demand and their efficiency to support
the demand within competition.
After observing these criteria ACI Pure Salt ltd can easily decide whether the commercial agent
can be appointed or not in the global market.

Task 12 (Lo 4.3) Investigate opportunities for using exhibitions or trade fairs.
The main duty of the company or business is to let the customer know and conscious about the
product nowadays. The people will more conscious about the product the sell volume will more
increase. Trade fair or exhibitions are quite familiar and effective way to let the customers and
consumers know about the product. For Radhuni Pure Mustard Oil the exhibitions are more
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effective way to go too closer to the customers rather trade fair. Radhuni Pure Mustard Oil can
arrange the exhibition for the society about health and minerals as iodized salt is important
element that needed for our health. These exhibitions sometimes arranged by NGOs or other
health organization like WHO. Trade fair can also helps to advertise the product and let the
consumers know about the purity of the products. These exhibition or fairs may not give instant
feedback for business but it will be helpful to enrich the market share in the long run.

Bibliography
Annual report, May 2012April 2013, Consensus Action on Salt and Health.
Bangladesh directory, History of the businesses, available:
http://www.bangladeshdir.com/webs/catalog/aci_limited.html, http://www.aci-
bd.com/sub_salt.php
Bangladesh Sangbad Sangstha
http://www1.bssnews.net/newsDetails.php?cat=2&id=347135&date=2013-07-24
Business report of Daily Star of Nov 5, 2012
http://archive.thedailystar.net/newDesign/print_news.php?nid=256273
Investopedia,(2014) SWOt analysis. Retrived from:
http://www.investopedia.com/terms/s/swot.asp at 30th May, 2014.
Kostick, Dennis S. (January 2012). "Salt". Mineral Commodity Summaries. U.S. Geological
Survey. p. 135. Retrieved May 23, 2014.
Marketing 2
nd
Edition Elizabeth Hill and Terry O Sullivan Pearson Education Limited Edinburgh
Gate Harlow Essex CM20 2JE England
Marketing Management 12edition, Philip, Kevin Lane
Marketing Principle and Practice Fourth Edition Dennis Adcock, Al Halborg Caroline Ross,
Pearson Education Limited Edinburgh Gate Harlow Essex CM20 2JE England
Marketing Principle Pippa Riley published by Bpp Learning media Ltd Bpp house Adline place
London W128AA
Marketing, Seventh Edition Lamb, Hair McDaniel First Reprint 2004 by Thomson Asia Pte Ltd
Singapore. ISBN 981-243-512-3
Md. Anwar Hossain, Sales manager, ACI Branded Commodities.
Md. Juel , Zonal manager, for south Dhaka, ACI Branded Commodities.
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Md. Kashem, Sales executive, ACI Branded Commodities.
Salt production report of Bangladesh Small and Cottage Industries Corporation (BSCIC)
http://www.bscic.gov.bd/index.php?option=com_content&view=article&id=10&Itemid=13&lan
g=en
Worlds salt production country ranking British Geological Survey
http://en.wikipedia.org/wiki/List_of_countries_by_salt_production