Case study Phillips Company Manufacture of stream power plants – The role of the sales force in the company Image

1. SALES MANAGEMENT
Case study
Phillips Company
Manufacture of stream power plants –
The role of the sales force in the company
Image
Submitted by:
Tayyabah Naseer
(BBA 5th)
Submitted to:
Sir Ausaf-ur-Rahman
SARHAD UNIVERSITY OF SCIENCE AND
INFORMATION TECHNOLOGY

2. PHILLIPS COMPANY
Manufacture of stream power plants –
The role of the sales force in the company
Image
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3. What actions should the Phillips Company have
taken to change the company image in the public
field?
A strong positive image with the general public can be beneficial to the firm. Research
suggests that a prominent corporate image and an outstanding reputation are
consequential factors in attracting a high quality workforce. Phillips Company should
take these following steps for making the positive image in the public field.
ANALYSE THE SITUATION
The first step which the Phillips Company should take is to analyze the problem. They
must analyze the sales with respect to past, present and future. In the beginning sale was
good but as the times passes sales become stagnant so they must find the reasons. For this
SWOT analyses is a good tool. With this sales executive can identify the strength,
weakness, opportunity and threats.
• Strengths
o Relatively old company, so; more reliability
o Good quality
• Opportunities
o Government regulations and Green Push
o increasing industrialization of developing countries
o more electrification
• Weaknesses
o Weaker Distribution network than Competition
o price
o The inability to get product to market first
o Competitive leadership
o Poor business level strategy
• Threats
o Competition
o Cheaper technology
o Economic slowdown
o Exchange rate fluctuations
o Lower cost competitors or imports
o Price wars
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4. o Rising Oil Prices
MARKET MOTIVATION:
In order to change the image in the public field Phillips Company can use the
promotional strategies
EXAMPLES
• They can offer discount price for limited time and when the customers become
habitual of using it they can stop this offer.
• They can also increase the sale my adding some unique feature in the product so
that their product will be different from those of competitors.
TRAINNING OF SALES PERSONNEL:
Sales executive of Phillips Company must teach and train their sales persons because
they don’t have the complete knowledge of product that’s why they are failed to tell the
features of the product to the consumers. Beside that all sales personnel should have good
communication and listening skills. Sales personnel should be able to explain product or
service benefits in a clear and structured way. It is important that sales personnel have the
ability to build relations with customers, have a professional appearance, good
negotiation skills and the ability to work toward sales goals and targets.
CORPORATE COMMUNICATION:
There must be good communication with in and outside the company. Employee should
feel free to discuss the problems with managers and talk effectively with the customers.
Effective communication is the life blood of the organization, with out this company’s
goal is difficult to achieve.
PUBLIC RELATIONS:
Phillips Company must a good relation with people. Because the department manages
relationships with the news media and other groups and institutions can (potentially)
influence the public perception of Philips.
ADVERTISEMNTS:
In order to create the positive image Sales executive of Phillips Company must create a
powerful message that appeals to ideal clients. The advertisement should contain all
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5. elements of AIDA (attention, interest, desire & satisfaction). Visual aids could be used
because Phillips deals with machinery so it is essential that potential customers should
know deeply about product. The advertisement must be concise but complete.
COORDINATION WITH DISTRIBUTING NETWORK:
Distributing networks play a vital role in creating a positive image in public field. Sales
executive of Phillips Company must make good relations with suppliers and must provide
them the latest information about their product because company only produces the
product but the persons who communicate with end users are the suppliers.
SETTING QUANTITATIVE PERFORMANCE STANDARDS:
Phillips Company should set some quantitative performance standard.
Quantitative goals are best for measuring and reporting progress
SEND OUT PRESS RELEASES:
To make awareness of the product Phillips Company can send a press release to increase
public relations and to attract favorable media attention to the PR professional's client
and/or provide publicity for products or events marketed by those clients.. Press releases
can announce a range of news items, such as scheduled events, personal promotions,
upcoming events or a change in corporation awards, news products and services, sales
and other financial data, accomplishments, etc
PACKAGING AND LABELING:
Phillips Company must pay the special attention on packaging and labeling because the
first thing which appeals to the customer is the outer look. So they should not only pay
the attention on the product but also on its packaging and labeling.
GET MORE VISIBLE ON BLOGS, FORUMS AND SOCIAL NETWORKING
SITES:
There are lots of places online where Phillips Company can be more visible and easily
express their opinion, so let others know who you are and what you do ... and how you
can help them. Posting helpful comments to other people's blogs with a link back to your
website can be a very effective strategy for attracting new visitors to your site. Posting or
answering questions in forums is also worth doing. And - social networking is one of the
latest ways to get connected and visible online. Sites such as Facebook, Twitter and
LinkedIn can be very effective to develop relationships and joint ventures.
FEED BACK OF CUSTOMERS:
Giving the customer feed back is very important in order to know pros and cons of
product. As the consumers are end user so they can better tell what the problems they are
facing with the product. Designing a 'keep-in-touch' strategy is crucial to your business
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6. growth. Regularly sending out tips and resources to prospects so clients will keep your
services top of mind. Sales executive of Phillips Company should be creative in thinking
about what clients would really like and over-deliver on value.
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7. growth. Regularly sending out tips and resources to prospects so clients will keep your
services top of mind. Sales executive of Phillips Company should be creative in thinking
about what clients would really like and over-deliver on value.
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