Module Code : 657
Module Title : Sales Pitch Operational Sales Management
Weighting : 40%
Assignment Task :-
Arable Foods (Case Study):
The Customer :- Ian Anderson is head buyer for pre-packed food products at Morrisco Markets, one of Britain’s top supermarket chains. Morrisco has a 16% share of the U.K. grocery market with a mixture of in-town and out-of-town stores, mainly concentrated in the North and Midlands.
657 Sales Pitch Operational Sales Management Assignment – Birmingham College University UK.
Like most retail grocery buyers, Anderson is tough on suppliers. He has to be, as competition among the big multiples is fierce and the ability to price low and retain a fair margin is the key to sustained financial success. The pre-packed food market is highly competitive, fragmented and yet dominated by a number of well-known brands, such as Quorn and Linda McCartney, who spend large budgets on advertising and promotions.
Anderson favours deep price cutting promotional activity in this market as he knows it shifts stock fast. The food manufacturers tend to resist this form of promotion as much as they can, preferring to “add value” to their products rather than reduce price, which they feel tends to undermine brand imagery.
657 Sales Pitch Operational Sales Management Assignment – Birmingham College University UK.
The Seller :
Arable Foods Ltd is a small to medium sized manufacturer of higher priced quality pre-packaged vegetarian meals, attempting to break into the growing vegan market. It has identified an important market segment that it feels can provide differentiation over the more traditional well-known brands. The company has produced a new brand, called Plant Burgers, these are a tasty, low-fat, gluten free product targeted at vegans, made from Walnuts, chickpeas, and couscous these burgers hold together and are suitable for both grilling and barbeques.
The main competitor to this product could be seen as “Beyond Meat” although many retailers market their own brand versions. The brand team at Arable Foods have identified Morrisco Markets as the key account outlet “to crack” in order to successfully break into this potentially lucrative market.
657 Sales Pitch Operational Sales Management Assignment – Birmingham College University UK.
The Task : As Anderson is currently out of the country, but has heard that Arable are launching a new product, you are requested to present a 5 minute sales pitch related to Plant Burgers which the buyer can view before a face to face meeting can be arranged where negotiation can take place.
Please structure your pitch so that it grabs the buyer’s attention, meets his needs, identifies what is different about your product, answers any objections and asks for the order.
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657 Operational Sales Management Assignment – Birmingham College
