This concept provides a high-level description of sales policy for a period of one year or more. Strategic sales planning describes:
type of business (B2B, B2C or B2G);
methods of interaction with the target audience (through intermediaries or direct communications with end customers);
types of sales (active or passive, direct or indirect, personal or remote).
Planning for concentrated growth
Defines strategies to strengthen guatemala phone data the company's position, improve the characteristics of an existing product or develop a new one in the same area. The main goal is the company's progress in the current market segment.
Within the framework of the concentrated growth strategy, three key development areas are identified:
bringing a product to a leading position (for example, through an effective marketing campaign or acquisition of competitors);
development of other market niches for the sale of existing goods;
launch of a new product.
For each of the options presented, it is necessary to provide funding for marketing activities and improvement of business processes. In order to strengthen market positions, it is necessary to move in two directions in parallel:
attracting new consumers;
retaining regular customers.
A company's development program should cover various advertising strategies, customer loyalty initiatives, and the implementation of conversion rate enhancement methods.
Vertical Integration Program
This strategy is based on the expansion of the company through the accession of new structures. Within its framework, two methods are used:
Acquisition of companies from related market niches (manufacturers, suppliers or retailers).
Formation of own structures in adjacent industries. For example, a company that buys yoghurts from a third-party manufacturer sells them under its own brand. Thus, through the strategy of vertical integration, the organization opens its own production.
Vertical integration can be carried out “backward” (to the initial stages of the business process) or “forward” (closer to the end consumer).
Vertical Integration Program
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In the first case, control over suppliers and manufacturers is strengthened, which allows for the following benefits:
reducing the company's dependence on sellers and their pricing policies;
The addition of new divisions may help increase revenue in the future.
For example, a yoghurt manufacturer, having opened its own production, not only produces products under its own brand. It can also accept orders from other companies, which opens up additional sources of income.
Forward vertical integration provides for the stages of distribution between the enterprise and the end customer. For example, a yoghurt manufacturer can create its own sales network, eliminating intermediaries.
This will reduce the costs of their services and take control of the entire sales process. In branded stores, the company will be able to train personnel in accordance with corporate policy, place only its own advertising, eliminate competition on the shelves, etc.