Seldon Textile Project Marketing Plan
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ScribdTranslationsSeldon Textile Project Marketing Plan
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ScribdTranslationsSELEN TEXTILE PROJECT
Nayda Katherine Pedraza Guerrero
JACEK WASZKIEWICZ
EUROPEAN BUSINESS SCHOOL
MASTER IN BUSINESS ADMINISTRATION AND MANAGEMENT
COMMERCIAL MANAGEMENT. MARKETING PLAN
2020
EXECUTIVE SUMMARY
The Seldon Textile project arises from a financial crisis, reflected in a decline of
sales in the textile sector, in addition to that it has strong competition
foreign and large surfaces.
Therefore, the Spanish Confederation of Commerce (CEC) indicated, "They are urgent"
effective support measures for the sector that build trust, stimulate the
consumption and facilitate access to financing
new brand being introduced to the market with 50 stores and that set as an objective
reaching the audience through 'quality casual clothing, but at a good price'
Considering this scenario, the most appropriate way to evaluate will be...
set a sales target and its periodicity, in order to prevent the
the general market situation has consequences on the launch of this
new project.
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QUESTIONS TO BE RESOLVED:
To implement a 'commercial style' in the 50 stores, we will have 10
employees per store (with a store manager): 1. What sales target
Would you set it? By seller? By store? By area? Give some idea of the objective.
what would be included and its frequency.
Considering that the main objective of the Saldan Textile Project is to be a
innovative brand of "quality casual clothing, but at a good price" and having
it accounts for the market context which indicates the constant closure of sales, derived from
after a slump in sales for a long season, my perception is that my
Sales objectives must be by area. To achieve this, it is essential to have clarity on the 4
basic elements of Marketing, Product, Price, Point of sale, and Promotion.
The objectives of the Saldan Textil Project are:
General Objectives:
. In a period of 3 years, position the brand among the top 10 in the country.
. In 5 years, being one of the most recognized brands in Europe.
Specific Objectives:
. Open 50 branches in the next 3 years.
. Offer a portfolio of quality products at affordable prices.
. Achieve a position in the continental market in the next 5 years.
Sales Objectives:
Sales targets should be set depending on the location of each
tienda (Número de clientes potenciales, ingresos, ventas estimadas, competencia).
The objectives of each store must be the responsibility of the manager who is the
in charge of establishing the motivation plan for his sales force to
thus achieving both general and specific objectives.
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2. Would a short-term goal adaptation system be allowed for
to be able to react to contingencies or would accept long-term goals
not to constantly change the sales approach? In this question
consider that it could occur that two months into the year
let's have all the stores achieving 900% of the set goals,
or we may have to see that, after two months, none of the 50 stores reaches the
10% of the set goals. Is it a problem with the sellers or is it that
Are the objectives set wrong and is the mistake of the Sales Director? What?
What do we do to avoid this situation?
In summary:
Group or individual objectives?
The objectives must be individual for each store, since each area has
different types of potential clients, however, each objective must be
aligned with a general objective which, if it should be group-oriented, in order for the result to be
the same for the company.
Setting the same goals for the entire year, for each month, adjustable to
throughout the year and adaptable...?
Although the manager of each store has autonomy over the sales plan that
execute, a minimum sales compliance will be established and an increase in the
same quarterly. It is important to clarify that being a new project and the
the current market situation makes it impossible to set long-term sales objectives,
on the contrary, it must be done in the short term of 3 months, in order to implement
a preventive control method to anticipate the difficulties that arise
they can present in the current market and make corrections to those decisions
in an almost immediate time. Additionally, it must be taken into account that the stores
they have common variables such as the change of season to make offers
generals.
This control will help us identify the root of the problem, that is, if it is an error in
the setting of objectives, lack of motivation of the sales team, little
market information, poor communication between the director and the sales team,
among others.
There will also be a recognition activity for all employees.
the stores in order to promote teamwork by stores and highlight the
productivity and the individual professional development of each employee.
