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