Professional Documents
Culture Documents
MBA-IB (2016-18)
Trimester IV Credits: 2
Course Introduction
Everyone lives by selling something. It is the only functions directly influencing the top-line
and the bottom-line. With product and service differentiation getting narrower, what a
customer buys is largely dependent on the ability of the sales and channel member to instill
trust. Increasingly, the best way to differentiate is the way in which people can buy and the
experience they have at the point of purchase.
Improving distribution is a key source of strategic power. The power has shifted from
upstream players (suppliers, producers) to downstream players (wholesale intermediaries,
retailers, vertically integrated producers). A strong sales and distribution often serves to
foreclose market access to competitors. It is also most profoundly impacted by the internet. It
is normal for firms to go to market via multiple channels. Yet, few firms understand how to
coordinate a multi-channel system.
The course is quite important for B-school graduates. The senior marketing positions are
offered mainly to the people who have sales and distribution management experience at some
level. The course aims at making the participants appreciate a systematic sales management
process and distribution strategy that leads to enhanced organizational performance.
1
Course Objectives
To examine the major decision areas within sales and channel management.
Exposing students to analytical approaches to sales viz. sales planning, process, systems and
sales analysis etc.
LG 1 : Entrepreneurial Planning:
Pedagogy
Participant-centered learning involving discussions around the cases. Students will act as co-
producers of learning by doing adequate home work on the cases, readings and assignments.
This course has direct linkages with other courses in the marketing area like marketing
management, international marketing and B2 B marketing. Even courses like retailing,
Advertising & promotion management has a bearing on sales and distribution.
2
Evaluation Components
Sr. No.
Component
Weightage
1
Case analyses *
20
2
Review of readings
20
3
S & D Group Project *
20
4
End-term Examination
40
Text Book
The Cases and readings to be provided in the spiral bound format.
References
Charles Futrell : Sales Management Teamwork, Leadership and Technology, 6e, Thomson Learning
Still, Cundiff & Govoni: Sales Management - Decisions, Strategies & Cases, PHI
Ingram, Laforge, Avila, Schwepker, Williams: Sales Management: Analysis & decision making
Krishna Havaldar & Vasant M Cavale: Sales & Distribution Management: Text and Cases; , TMH,
2e
Panda & Sahdev: Sales & Distribution Management, Oxford University Press, Latest Edition
SL Gupta Sales & Distribution Management: Text And Cases: With SAP Application_ Excel Books
Pingali Venugopal: Sales & Distribution Management: An Indian perspective; , Sage Publications (ISBN-
978-81-7829-848-1) X
www .salesandmarketingmanagement.com X
3
OTHER IMPORTANT INFORMATION
1. Class participation
Read assigned readings, cases and the relevant text before coming to class. Class participation will
be observed and will be considered in the determination of the final grade. Student attitude,
demonstrated ability to work with the group, enthusiasm, etc. will all be taken into account.
2. Group project
Students group will pick a product/service and conduct a sales and distribution audit of the same.
They will analyse the organizations sales processes, sales systems, channel gaps and make
feasible recommendations for improving the S&D for the chosen product.
Organization/Product/service will have to be registered by the groups.
3. End-term examination
The end-term examination will be closed book and will test the participants on the application of
the concepts and ideas learnt in the course.
Expectations
Come to each class well prepared to be able to discuss the required readings and assigned cases in
detail. For each case discussion in class, write up your analysis and recommendations beforehand.
Complete and submit assignments meant for the session, the previous night by 11 pm.
Actively participate as much of the learning will come from discussions during class.
Make a professional presentation on the readings and your group work.
4
SESSION PLAN
Session
Coverage
1
Course Overview, Diversity of selling situations, KPIs of SMs, Pre-requisites of sales
people and sales managers, Handling the transition from sales person to sales manager
Review of readings:
1. Kotler, Rackham and Krishnaswamy: Ending the war between sales and
marketing, HBR
2
Managing the selling process for Sales Effectiveness
o Pre-sale preparation
o
Presenting/proposing a solution
o
Eliminating doubts/handling objections
o
Negotiation
o
Closing the Sale
Case 2: Mediquip
Case assignment question: Why Mediquip lost the sale? Any solution?
Review of readings:
3. Major sales- Who really does the buying?, HBR, July Aug 2006
3
Sales Planning- Sales forecasting, Sales budgeting, Sales quotas and targets
Case assignment question: Forecast the topline and bottomline for Cottle Taylor.
5
Review of readings:
5.
Approaches to sales forecasting-A review
6.
Thomas: New product sales forecasting
4
Managing the selling effort through sales deployment, sales on-boarding, sales
Case assignment question: Assess the Sales management practices at EFL and what
Review of reading:
7.
The new science of sales force productivity
5
Leading the sales team; Managing sales velocity
Case assignment question: Is Reynold a good sales leader? How can you say?
Review of reading:
8.
Colletti & Fiss: The ultimately accountable job: Leading todays sales
6
Sales controlling: Evaluating the sales performance
Case assignment question: Evaluate the performance of districts, rank them, compare
their performance.
Review of reading:
9.
How right should your customer be?
6
Sales Channels: Flows in distribution, Reverse distribution, Tradeoffs involved, Distributor &
retailer management, Distribution challenges in India
Case 7: Snacko India Ltd.: Leveraging Trade promotions for competitive advantage
Case assignment question: Analyse the promotion schemes and evaluate the trade promotion by
Snacko.
Review of reading:
Mulky: Distribution Challenges & workable solutions, IIMB Management Review (2013)
Designing customer-oriented distribution channels: Service output demand vs. supply, Gap analysis,
Vertical integration vis--vis channel outsourcing
Case assignment question: What channel structure do you propose for D. Light ?
Review of reading:
Nunes & Cespedes: The customer has escaped, HBR, Nov. 2003
Managing Marketing Channels -The need for channel management, Channel conflict, Channel
Power, Operational issues in channel Management.
Case assignment question: Which channel Centac 200 should go to and why?
Review of reading:
Issues in international sales & channel management S& D audit presentations, Wrap up of Course &
Review
Review of reading:
7
STUDENT SELF-ASSESSMENT OF GROUP PRESENTATION
Please submit one form per group immediately after your presentation.
__________________________________ __________________________________
__________________________________ __________________________________
__________________________________ __________________________________
_____________________________________
Assessment Criteria
Weighting
Grade
Suggested
1.
2.
Describe two ways in which your presentation could have been improved:
1.
2.
8
PEER EVALUATION ON GROUP ASSIGNMENTS
This form is for you to evaluate your group members. Please submit the completed form to me
at the end of your presentation in a sealed envelope.
_______________________________________________________________
Average
Outstanding
Member
Contribution
Contribution
Contribution
1
2
3
4
5
Please elaborate on your evaluation for group members who scored exceptionally low (2 marks
or less) or high (4 marks or more):
Your signature: _______________________ Date: _______________