SALES TERRITORY MANAGEMENT IN THE BREWERY INDUSTRY

posted on June 22, 2018

SALES TERRITORY MANAGEMENT IN THE BREWERY INDUSTRY (A STUDY OF GUINNESS NIGERIA PLC ABA ABIA STATE)

ABSTRACT

The study was conducted with the ultimate aim of studying the management of sales territories in the brewery industry. The research was carried out as a result of some of the following problems.

Sales people represent their company to the outside world, consequently, opinion of a company and its product are formed often from impression left by the sales force. Decreasing time for face to face selling and times is always limited. In order to solve these problems, research question (questionnaires) were served to the sales men in Aba territories. The major findings from the research shows that the potential of an area is considered when setting up sales territories and its was also discovered sales men visit and spend more time with key account customers.

Finally, the researcher advised that proper management of line and territory is an effective method to maximize sales and profits.

TABLE OF CONTENT

Title page

Approval page

Dedication

Acknowledgement

Abstract

Table of content

CHAPTER ONE

1.0 Introduction

Background of the study
Statement of problems
Objective of the study
Research questions
Statement of hypothesis
Significance of the study
Scope of the study
Limitation of the study
Definition of terms

CHAPTER TWO

2.0 Literature review

Introduction
Benefit of establish sales territories
The need to establish sales territories
Duty and responsibility of sales territories
Personal characteristics of successful salesmen
Function of sales men
Sales quotas
Open sales territories
Reasons why companies establish sales territories
Sales records
Territories organization

CHAPTER THREE

3.0 Research methodology

Introduction
Research and administration of questionnaires
Sources of data
Population of the study
Sampling size determination
Validity and reliability of measuring instrument
Research instrument

CHAPTER FOUR

4.0 Presentation and analysis of data

Introduction
Interpretation of data
Analysis of the questions
Interpretation of results

CHAPTER FIVE

5.0 Summary of findings, conclusion and recommendations

Introduction
Summary of findings
Conclusion
Recommendations

Bibliography

Appendix

CHAPTER ONE

1.0 INTRODUCTION

There is no gain saying the fact that the survival of every business is anchored in the ability of the sales forces to identify and sell to the customers or buyers what the company has produced and brewery industry is not an exception. A popular slogan in marketing says that “Nothing happens until somebody say something”. There is need for communication, they necessitate having people whose responsibility is to ensure that customers and or prospect are contact and convinced to accept the values offered in exchange for a value desired by the organization.

In brewery industry, customers of Guinness drinks are scattered every part of the country, and it is not very easy to reach the consumers without adequately splitting the market into territories, if the it is not properly done, it will deprived the firm from achieving its objectives and cal also affect a firm having competitors advantages over others firms in the industry.

It is not proper to say that Guinness product is not available, consumers should look for any other product e.g. Maltina, star etc. This is where sales territory now assigns sales en to make the Guinness drink get to customers at the proper place and time it desired by them.

A sales territory is an organization pattern whereby sales people are assigned separate sales are called territories and they report to their territorial executives who finally report to the field sales manager. These territorial sales executives bear such names as regional or strict sales management. The sales representative specialized in selling the companies products mix, line or items, and have such authority as if they are running their own business, but not within control from the top. These territories are usually referred to as profit centers of the organization as they are the income sources by exchanging the firms goods for money.

The creation of definite sales territories for individuals salesman offer a greater incentive to cultivate the territory with an eye for future business than the policy of permitting salesmen for in the same firm to complete for business in the same territory and also the allocation of a specific territory to individual salesman enables a salesmen to specialized in one territory with its customers and conditions sales person – relationship. The sales for is indeed the link between organizations and their customers. A salesman has dual responsibilities as a territorial manager, which is ensuring that customers derived adequate satisfaction from buying organization output.

The creation of sales territories are not sufficient for a company to achieve its objectives but in proper management of these territories which gives rise to topic “sales territorial management in brewery industry”.

A sales territory can either: a geographical area in which a salesmen work (e.g. in Nigeria, eastern sales territory comprising Anambra, Enugu, Imo and Abia states). A group of buyers assigned to a salesman.