please see business plan layout and previous assignments. You did a great job on unit 7 if you can continue this project from that.  You will devise a three-year projection of your cash flow analys

MARKETING AND SALES

Erica Chidester

5. MARKETING AND SALES

5.1 Growth strategy

Strategies for market penetration

No cleaning organization has ever been able to occupy more than 6% of the market. This creates a challenge in introducing and penetrating the market. Therefore, the organization will use promotion efforts nationally, compose task frameworks and creation of volume limits. The targeted market will include medical, financial industries including banking sectors. The organization will be able to introduce its products to this market and maintain it through referrals and recommendations (Lee, Kim, Seo & Hight, 2015).

The growth strategy will include internal strategies like ways of increasing manpower, acquisition of new businesses, franchising or horizontal strategies while providing the same line of services. The business will also penetrate the market through vertical expansion where it will offer the same product to the market at different levels. The organization will provide recommendation letters and awards to the best employees to encourage better performance (Tatarynowicz, Sytch & Gulati, 2015).

Distribution of the products will be done through OEMs which is made up of retailers, distributors and the internal sales group. These branches will ensure product awareness on the market through promotion, personal selling, apply the use of brochures and catalogs and finally advertisement of the product (Slama, et al, 2015).

5.2 SALES STRATEGY

Salesforce strategy

The organization will establish a sales force which will ensure the good and adequate sale of the products on the market. The organization will use the internal sales force with aid from outsourced sales force of 20 persons to oversee the function in the first face. This is because the product is not new on the market and to gain easy penetration the sales team will have to give the advantages of the products to the customers. The organization will recruit the sales personnel through recruiting agencies to ensure well-experienced personnel is considered without bias. The experience for the sales persons will be 5 years with an exemplary track record. The sales personnel will be trained by the senior management in the sales department. Workshops will also be used in training of the new staff. The organization will also employ the use of technology in the provision of their services to outdo their competitors. The team will be paid a monthly salary with the commission of the total sales.

Sales activities

The organization has formulated some sales strategies will assist in sales. These activities will include the prices of the products, estimated sales per unit with priority to the certain reliable customers with potential to purchase the products and finally the amount of money to be generated from sales by each vendor. The organization estimates the in the first face, the number of calls per customer to be 5 at maximum. Repetitive customers will have an extended number of calls of 10 because their probability of purchasing the product is relatively high. The price per product will be set at $5 with repetitive customers being given a discount on repeated sales. Each vendor will be required to make 30% of the total sales per month. This estimate will apply for the first one year from the time of launching the product in order to track the product sales and make necessary adjustments (Lovelock & Patterson, 2015).

5.3 COMMUNICATION STRATEGY

5.3.1 Internet strategy

The organization will set up an organizational email and website for the purpose of the product. The email will be provided to customers for feedback and referrals. Another email will be established to allow communication among the sales, and everybody involved in the process of launching and ensuring the smooth flow of sales of the product. The website will be customized to allow customers to book for services online and even make payments through the same portal. This will help in communication in strengthening the customer business communication bond (Blakeman, 2018).

5.3.2 Tracking ROI form website

The organization will have to monitor the progress of the product throughout the first face to see if it requires any adjustments and how the adjustments need to be implemented. Through the website, the organization will be able to track this product on the market. The payment for the product will be through online payment and cheques, this will allow the organization to track the income generated throughout the first period and whether the return on investment has been realized. The website provides a portal for each vendor and they access it through signing in with their email and unique password, this will help track their sales record and determine whether their contribution towards the overall profit is substantial.

5.4 Ethical practices

The organization would like to ensure that its sales personnel and the staff, in general, uphold the set-out rule and guidelines. This will include the ethical practices provided by the copyright and trademark bodies. This will be done by giving out the guideline’s brochures to the sales team as well as the staff to ensure all of them adhere to them. The organization will strategically erect a notice board where one can be able to see the ethical guiding at any time. This will be possible because of the organization which is a monopolistic body (Loe & Ferrell, 2015).

References

Blakeman, R. (2018). Integrated marketing communication: creative strategy from idea to implementation. Rowman & Littlefield.

Lee, Y. K., Kim, S. H., Seo, M. K., & Hight, S. K. (2015). Market orientation and business performance: Evidence from the franchising industry. International Journal of Hospitality Management, 44, 28-37.

Loe, T. W., & Ferrell, O. C. (2015). Ethical climate's relationship to trust, market orientation and commitment to quality: A single firm study. In Proceedings of the 1997 Academy of Marketing Science (AMS) Annual Conference (pp. 61-63). Springer, Cham.

Lovelock, C., & Patterson, P. (2015). Services marketing. Pearson Australia.

Slama, D., Puhlmann, F., Morrish, J., & Bhatnagar, R. M. (2015). Enterprise IoT: Strategies and Best practices for connected products and services. " O'Reilly Media, Inc.".

Tatarynowicz, A., Sytch, M., & Gulati, R. (2015). Scaling: Organizing and Growth in Entrepreneurial Ventures. Academy of Management Annals, 11, 640-668.