Sample Report on Sales Development and Merchandising by Instant Essay Writing

Sample Report On

Sales Development and Merchandising

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TABLE OF CONTENTS Introduction ................................................................................................................................... 1 Task A ............................................................................................................................................ 1 1.1................................................................................................................................................ 1 1.2................................................................................................................................................ 2 1.3................................................................................................................................................ 3 Task B ............................................................................................................................................ 4 2.1................................................................................................................................................ 4 2.2................................................................................................................................................ 5 2.3................................................................................................................................................ 6 TASK C .......................................................................................................................................... 7 3.1 Impact of design and layout on customer spend ................................................................... 7 3.3 Promotion activities for different scenario ........................................................................... 9 TASK D ........................................................................................................................................ 11 4.1 Evaluation of personal selling techniques........................................................................... 11 4.2 Influence of operation design on sales revenue .................................................................. 11 4.3 Key principles should be included in a sales training programme ..................................... 12 CONCLUSION ........................................................................................................................... 13 REFERENCES ............................................................................................................................ 14

LIST OF FIGURES Figure 1: Christmas Extravaganza of Milestone hotel .................................................................... 2 Figure 2: Luxury services of Milestone hotel ................................................................................. 2

INTRODUCTION Sales development and merchandising is a structured set of activities to promote the sale of goods and services. As per international marketing association sales merchandising encompasses planning of marketing behavior to promote products or services of business organization. Present project report is focused on internal and external techniques of sales development in a business and service context (Clarke and Chen, 2009). For better understanding of project selected organization is The Milestone Hotel. It is one of the largest and best known traditional style grand hotels in London. Present project comprises of explanation of product mix and its contribution to sales and profit of business. Further there is a description of sales promotion and merchandising techniques which can be used in promotion of services and products of Milestone hotel.

TASK A 1.1 Product mix of Milestone hotel Product mix refers to the total number of products offered by business to their customers. In the context of The Milestone Hotel, they offer unique and luxury services for higher customer satisfaction. Their 24-hour butler service is the best voted service according to readers of Condé Nast Traveler. They provide family package including kid’s entertainment and travelling with your pets. For mind relaxation and exercise they have fully equipped gymnasium, spa treatment room and resistance pool. The single aim of the team is to make ever guest’s stay pleasurable and snag free. On festivals they offer delicious treats and exciting services to make their moments memorable and enjoyable (Wood, and Brotherton, 2008). Along with this management provides concessional offer on longer stay. For example if there is booking of three nights for unique suites with unrestrained luxury 3rd night will be absolutely free. Their dining services are real treat and source of pleasure for their customers. In 2011 hotel has introduced a menu that showcases the best of modern British Cuisine. They have made excellent use of quality seafood with best seasonal produce from the British Isles. Toll Free No: +1 213-929-5632 E-mail: help@instantessaywriting.com Get best Data Analysis Essay Writing Service by the expert writers of Instant Essay Writing, we provide best writing services to students.

Figure 1: Christmas Extravaganza of Milestone hotel (Source: The milestone hotel, 2012)

Figure 2: Luxury services of Milestone hotel (Source: The milestone hotel, 2012) 1.2 Contribution of product mix in sales and profit Toll Free No: +1 213-929-5632 E-mail: help@instantessaywriting.com Get best Data Analysis Essay Writing Service by the expert writers of Instant Essay Writing, we provide best writing services to students.

Product mix of Milestone Hotel has increased their revenue and net earnings over the years. They have won two awards for their innovative product mix and internet marketing strategies. Milestone is currently working with more than 700 hotels and drives and they are earning more than $150M from their clients and customers. Milestone hotel is preferred by customers for their innovative and satisfactory services. The hotel is also well known as a lodging industry educator for its Hotels to HTMLs internet marketing workshops and book. They are providing free breakfast service in inclusion of package (Simmons, 2007). By this hotel is increasing their sales and reducing their costs. They are providing additional services to increase profit of business such as gym, spa room, health packages etc. They are focused on all age groups thus they offer different packages according to the needs to increase revenue and attaining brand loyalty.

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Kindly Mail us at: help@instantessaywriting.com 1.3 Contribution of market segmentation in maximization of sales Market segmentation is a marketing strategy in which entire market is converted into subsets according to common needs and priorities. It enables business to target different Toll Free No: +1 213-929-5632 E-mail: help@instantessaywriting.com Get best Data Analysis Essay Writing Service by the expert writers of Instant Essay Writing, we provide best writing services to students.

categories of consumers for maximization of sales. This will help Milestone hotel in designing and implementing strategies according to the need of the customers. Following are the several market segmentation criteria which can be used by them in maximization of sales

Behavioral segmentation- The Milestone hotel is famous for their attractive services and offers. They provide different packages such as master and junior suits according to the behavior of customers (Halepete, Hathcote and Peters, 2005). Further for maximization of sales they are diversifying their focus by giving services in business areas. For example they are introducing conference hall for board meetings.

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Demographic segmentation- They are providing their services as per the demographical attributes. They are focused on the population of the nearby area to increase their sales by maximizing their satisfaction. Hotel is giving bar, casino, pet policy and other entertainment services to generate higher revenue.

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Geographic segmentation- Milestone hotel is planning for global expansion by providing their services internationally. They will sell their brand name in other countries to increase their revenue without incurring major capital cost (Koontz, and Gibson, 2002). By this organization will be able to increase their market share and will strengthen their position.

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Psychographic segmentation- Organization provides services according to need and preference of the customers to enhance their sales revenue. It is their core value to provide higher customer satisfaction through their unique and royal services.

TASK B 2.1 Factors affecting buying behavior of customers It is essential for the whole business organization to analyze factors which can affect buying decision of customers for better operations. This will help Milestone hotel in designing and implementing strategies according to recent trends in future activities-

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Cost and quality of services offered- In hotel and tourism industry customers are usually affected by cost and quality of services. Milestone hotel is famous for their royal services which attract high-class customers but reduces middle-class customers.

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Unique and satisfactory services- Management of the hotel is providing innovative services which attracts customers. In their packages each guest is facilitated with two staff members for uninterrupted services with proper privacy (Johnson and Vanetti, 2005). During festive season they give additional delights to increase their loyalty.

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Ambience- They have good atmosphere to increase comfort of their consumers. They maintain health and hygiene in the environment to create such aura where guests can come and enjoy services for longer period.

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Concessional delights- Buying behavior of customers in Hospitality and tourism industry are affected by pricing and concessional offers given by organization. Thus Milestone hotel is engaged in providing innovative offers to increase their customers. They are providing beneficial offers such as free breakfast, additional benefit on longer stay and health and fitness classes by experts

2.2 Use of advertisement media for sales development Sales promotion and advertising is one of the major activities in marketing for the business organization. There is an important role of E-marketing strategy in hospitality and tourism industry. Online Advertisement media can be used by Milestone hotel in increasing their sales revenue by creating awareness (Herstein and Mitki, 2008). It will help the organization to grow in a better manner. Several options are enumerated below which can be used by hotel for sales development

Mailing- In this option advertisement is done by sending mails to existing customers about the new offers. This is a convenient and cost effective method as in this direct contact can be made by management to advertise about new offers.

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Social networking sites- Social media can be used by Milestone hotel to create awareness about their products and services. By this option they can reach to large Toll Free No: +1 213-929-5632 E-mail: help@instantessaywriting.com

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audience. They can publish their offers on blogs through videos and images for sales development. This option will also cover potential customers with existing customers.

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Advertising online using banners- The banner space of the popular search engines can also be used for effective marketing for sales development. Ad space can be bought through pay per click method which makes this option economical (Johnson and Olsen, 2009). These methods will help marketing team of Milestone hotel in attracting potential

customers. It will increase their market share and will eliminate competition from the market. Online advertising will increase sales and profit margin of hotel by maximizing their customer volumes. 2.3 Evaluation of use of external merchandising in maximization of customer volumes External merchandising is used for enhancement of sales by increasing value of product and services. It is essential for the hotel management to be customer oriented to maximize their

volume. Following are the two methods which can be used by Milestone hotel for enhancement of customer volumeď&#x201A;ˇ

Personal merchandising- Hotel is providing services as per the needs and wants of consumers. In personal merchandising management is focused on the general requirements (Tesone, 2005). This strategy will help organization in increasing customers by providing common amenities.

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Segmentation merchandising- Hotel management has created subsets of customers according to their needs and requirements. For higher customer satisfaction they are providing different packages for different groups. For example they are providing pet facilities for guests who like to travel with their pets, suits according to class of people, entertainment packages for children etc. (Verret, 2008). Thus, hotel is able to increase customer value by merchandising on the basis of segmentation.

TASK C 3.1 The Milestone Hotel has different designs and an attractive layout which encourage customers to avail the services by spending on it. With the basic services they had provided ancillary services to increasing their spending. The master suites of the hotel are designed in a highly graceful manner. In the suites, balconies facility is provided from which customers can enjoy unprecedented views overlooking gardens and Kensington places and can enjoy services of health club, bar, conservatory, restaurant and lounge areas. They had displayed everything in such a beautiful manner to attract customers. The hotel has superior queen's rooms, deluxe twin or king rooms and deluxe studio rooms where customers can draw into a private world of luxury and effortless technology makes their comfort complete. By such additional efforts and services customers are influenced to increase their spending to avail royal facilities of hotel.

Fig.1: Master Suites of Hotel (Source: The Milestone Hotel London, n.d) For the business class people, hotel offers ideal meeting room facilities such as IT support, Laptop rentals, Mobile phone services, office suppliers and stationery items as well secretarial support on request are also provided (The Milestone Hotel London, n.d). These kinds of services make meeting more productive which increases business visitors. Further professional dinners and tea-breaks increase the spending of commercial customers. Customers can enjoy the Cheneston's Restaurant bar where various kinds of hygienic foods are offered to them. They had provided all facilities under a roof to increase comfort of customer. The hotel has an exquisite bar which is one of the costliest bars where customers can relax and enjoy royal services of bar to slough off the stresses of the day. They are providing gambling and alcohol facilities with innovative ideas. The Milestone Hotel provides high level of facilities and it is not a big issue for customer to pay amount for those luxury facilities. Their quality is usually higher then price charged by them which gives memorable experience to customers which influence them to increase their expenses on hotel services. 3.2 Organization ensures regular checking and monitoring services to reduce contradiction and embezzlement of resources for better management. The Milestone hotel is continuously engaged in maintaining quality of their services to increase customer satisfaction. If internal structure of an entity is not maintained then it will affect entire operations. For this hotel is maintaining proper communication between the customer and the staffs for providing Toll Free No: +1 213-929-5632 E-mail: help@instantessaywriting.com Get best Data Analysis Essay Writing Service by the expert writers of Instant Essay Writing, we provide best writing services to students.

uninterrupted services by them as well as it enhances the value of the customer (Verret, 2008). Further with proper communication they had established coordinated environment for proper internal management. This is time and cost consuming but it is also effective and beneficial in increasing revenue of business. Further additional services are also provided by them for increasing their effectiveness.

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Kindly Mail us at: help@instantessaywriting.com For example they also provided packages for guests who travel with pets. They had maintained proper provisions that pet cannot disturb other guests. This is due to effectiveness of internal merchandising materials. Other services are offered by them to increase the comfort of customers such as facility such 24 hour front desk to solve customer queries, Wakeup services, Currency exchange services in the hotel corridors. They are providing memorable dinner experience with art of Sabrage facilities (Technique for open Champagne bottle with a sabre or French army sword). They are also offering rewards for room upgrades, bonuses, and gifts to motivate their employees. 3.3 Evaluation of several promotional techniques as per different scenario on the basis of Milestone hotelToll Free No: +1 213-929-5632 E-mail: help@instantessaywriting.com Get best Data Analysis Essay Writing Service by the expert writers of Instant Essay Writing, we provide best writing services to students.

 Festive Seasons: During festival season such as Christmas and New Year, hotel arranges grand feast which is prepared by highly qualified and experienced chefs. They offer additional services to promote their hotel such as membership cards, holiday offers and spa offer to target potential customers (Link, 2012). As well as in off seasons hotel give their spaces on rent for parties and wedding and birthday to generate sales. For the awareness of such facilities and offers they advertise their products in newspapers and websites in innovative manner. Even they had won recently two awards for best internet marketing.  Seasonal period: They offer lucrative facilities such as auditoriums, meeting & conference rooms with the option of audio visual equipment and wireless technology to attract commercial class.  Other offers: The Milestone Hotel London provides worthwhile offers like 4 nights for the price of the three on best available rates. They are providing theme based suits to increase their satisfaction and to convert potential customers into existing customers. For example their Magical London suit offers provides accommodation in a beautifully appointed suite with Harrods vouchers and a warming glass of mulled wine. Shopaholics dream packages is available throughout the year and it includes overnight accommodations and gift vouchers of £50 for their departmental store (The Milestone Hotel London, nt.d). Recommendations for improvements: 

Organize should frame discount polices and offers service like coupons and organize competitions and contest so middle class people aware about those event and visit hotel.

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Firm can give different lucrative offer to attract customers like 3 nights, 1 days with Indoor pool and in room movies facilities to attract them.

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Hotel must be publicity themselves by sending media releases to print and mouth publicity to attract middle class people.

TASK D 4.1 Good interpersonal and communication skills are an important part of the personal selling technique. Hotel management should offer innovative discount policy and maintains good relationship with customer. They should aware them about new plans and policies to attain their loyalty. To make personal selling technique more effective and efficient, it is required that right employees are selected for right post at the right time. Different kinds of personal selling methods are used by The Milestone Hotel London, United Kingdom used which is enumerated as followď&#x201A;ˇ

Sales call: The milestone hotel has target and arrange their functions in an appropriate manner to increase their sales. Before starting this process staff members required excellent product and service knowledge to sell the products and stream about their benefits. They had set day to day target which is required to be achieved by them in well planned manner. They are using email and website to update their existing customers about new offers. They had customized message policy which is used by them to maintain good relations with customers (Bath, 2006). They are also involved in cultural and community programs to create awareness of the services of the hotel.

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Personal selling method: Through successful implementation of this method, hotel chooses personal sales executives or right employees for right position and training provided to them so they are able to sell products.

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Telephone selling: The Milestone Hotel, appoints Tele caller and trained them so they are able to analyze customer's needs as quickly and give the answer them on the spot.

4.2 The Milestone Hotel designs its operation in effective manner to reduce cost and increase efficiency. For this hotel is offering indoor pool, spa, Fitness Center Exercise gym and Steam bath facility to guests to increase their revenue. The other kinds of the facilities such as gymnasium, resistance pool and sports facilities are offering by them to satisfy need of entire guests (Sloan and et.al, 2013). The firm used its space for parties, wedding social events and host Toll Free No: +1 213-929-5632 E-mail: help@instantessaywriting.com Get best Data Analysis Essay Writing Service by the expert writers of Instant Essay Writing, we provide best writing services to students.

business gatherings in off session to generate revenues. For a meeting or an event, they are providing facilities such as audio/video technology and wireless broadband internet access service throughout the hotel. It used hotel place for organize festive parties and host private celebrations for the holidays. An establish hotel orchestrate a magical charismas celebration and customers enjoy traditional hospitality at its finest.

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Kindly Mail us at: help@instantessaywriting.com The hotel is also offers special day delegate package to the customers in which it provides all facilities including welcome tea, breakfast, mid-morning tea with chocolate ĂŠclairs and 50'' plasma projection TV etc. with discount policy also. Smart phones and used many other types of technology like social sites and websites to talk with past and future guests and maintain personal touch with them by using such kinds of devices. Encourage guests by providing satisfy services and request them to refer new customers. 4.3 ď&#x201A;§

Better communication skills: They must providing training to employees to how to deal with customers. They should arrange training session for their employees to improve their communication skills. Training regarding technical as well functional knowledge

related to their departments should also be provided to them so they provide standard performance. ď&#x201A;§

Increase knowledge about hotel services and products: Employee should have sufficient knowledge regarding services which are offered by hotel to the customers. By this staff members will be able to deal with customers and their queries. They can give proper information regarding services to increase revenue and profit margin (Mungall and Labben, 2009).

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Knowledge of desired customer's services: The Hotel should provide training to their staff members to aware and increase their knowledge about different category of customers and prepares them how to treat them. The sales training programme must be designed in such manner that gives the practical understanding and technology related knowledge to the employees. It would be beneficial for the firm to manage better relationship with existing and new customers as this will increase their sales revenue in a significant manner.

CONCLUSION The research report explores the services and facilities offered by the Milestone Hotel London, UK. From the study, it is cleared that hotel is providing best and unique services to their customers throughout the whole country. Product mix of hotel shows the key components and their contribution in sales & profit. The study also evaluate that the internal and external merchandising techniques influence the customers spending. By conducting proper sales training plans the firm to increase knowledge of staff members and help them to understand the customer in a better way as well as maintain better communication with them.

REFERENCES Books and Journals Bath, C., 2006. Hospitality Law: Managing Legal Issues in the Hospitality Industry. John Wiley & Sons. (5).PP.287 – 293. Clarke, A. and Chen, W., 2009. International Hospitality Management. Routledge. Halepete, J., Hathcote, J., and Peters, C., 2005. A qualitative study of micromarketing merchandising in the US apparel retail industry. Journal of Fashion Marketing and Management: An International Journal. 9 (1) pp.71 – 82 Herstein, R. and Mitki, Y., 2008. From branded to endorsement corporate identity strategy: the case of the Fattals Hotel Management Group. Tourism Review. 63(3). pp.48 – 56. Jayewardene, C., McMillan, D., and Pantin, P., 2013. Trends in the international hotel industry. 5 (2).PP.151 – 163. Jeff, T., 2009. Sales Management. Pearson Education India. Johnson, C., and Vanetti, M., 2005. Market Developments in the Hotel Sector in Eastern Central Europe. pp.153-175. Johnson, D., M., and Olsen, M., 2009. Joy and disappointment in the hotel experience: managing relationship segments. 19 (1). pp.4 – 30. Koontz, L. M., and Gibson, E. I., 2002. Mixed reality merchandising: bricks, clicks – and mix. Journal of Fashion Marketing and Management: An International Journal. 6(4). pp.381 – 395 Link, C. K., 2012. Internal merchandising: creating revenue opportunities. Cornell Hotel and Restaurant Administration Quarterly. 30(3). PP. 48-57. Mungall, A. and Labben, G., 2009. Hotel offer adjustments for senior citizen guests: perception of Swiss hoteliers. PP.223-239. Simmons, D., 2007. Keepers of the Record: The History of the Hudson's Bay Company Archives. McGill-Queen's Press – MQUP. Sloan, P and et.al, 2013. Sustainability in the Hospitality Industry: Principles of Sustainable Operations. Routledge. Taylor, D. and Miles, D., 2011. Fusion: The New Way of Marketing. Ecademy Press. Toll Free No: +1 213-929-5632 E-mail: help@instantessaywriting.com Get best Data Analysis Essay Writing Service by the expert writers of Instant Essay Writing, we provide best writing services to students.

Teseone, V., 2012. Principles of Management for the Hospitality Industry. Routledge. Tesone, V. D., 2005. Human Resource Management in the Hospitality Industry: A Practitioner's Perspective. Pearson/Prentice Hall. Verret, C., 2008. Hotel Sales and Revenue Management Book 2.0. iUniverse.

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