SALES MANAGEMENT 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
Table of content
- 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
2.0 Literature review
- 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
3.0 Research methodology
- Research and administration of questionnaires
- Sources of data
- Population of the study
- Sampling size determination
- Validity and reliability of measuring instrument
- Research instrument
4.0 Presentation and analysis of data
- Interpretation of data
- Analysis of the questions
- Interpretation of results
5.0 Summary of findings, conclusion and recommendations
- Summary of findings
1.1 BACKGROUND OF THE STUDY
This is the story of a truly successful company with a rich heritages and a great track record of growth and strong performances. Guinnes Nigeria is not only regarded as an icon, African company renowned internationally for its brand of unmatched quality, but also as a company that believes in enriching the communities within which it operates, through investment and active participation in the positive evolution of society.
Guinness stout was first exported to Sierra Leon in 1827 an soon before popular across west Africa. In 1963, the Ikeja in Lagos Nigeria was chosen as the first location Onitsha the British Isles to brew the iconic dark beer.. two years later, in 1965, NIGERIA BOTLLING COMPANYwas listed on the Nigeria stock exchange.
In 2004 NIGERIA BOTLLING COMPANYcommissioned a new brewery at Aba, Abia state.
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.