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Essay / Research Paper Abstract
This 3 page paper looks at the fictitious case of Riordan, and assesses the existing sales and marketing system, the requirements for the new system given the target to increase sales to $50 million a year. The bibliography cites 2 sources.
Page Count:
3 pages (~225 words per page)
File: TS14_TEriorsales.rtf
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Unformatted sample text from the term paper:
implement a new system it is essential that the exiting system is considered, to identify areas where there is a need for change or improvement as a result of gaps
between needs and the level of provision or support it provides, as well as areas that may be built upon. The firm wishes to increase sales to $50 million for
2007, the strategy for achieving this includes increasing sales to the existing customers as well as attracting new customers. The largest amount of business is to originate from
existing customers, which is expected to account for 60% of the incremental sales to reach this target. The current system is one where the individual sales representatives use their own
system to keep customer records, some have paper files other may use their own customers to record relevant data. Historical data regarding orders is retained by the company, which has
recently moved to electronic format, but the data is limited to only sales items, volume, price paid margin and any discount given. This is not tied into any form of
analysis program. Information on the way sales are generated with marketing campaigns in paper files, where records if the campaigns are kept. This indicates that there is
a high level of fragmented data. If the firm wants to increase sales, with 60% of the increase coming from the existing customers the firm needs to find ways to
achieve this. The sales and marketing systems are not supporting the creation of competitive intelligence. If a firm is to increase sales using Ansoff market penetration strategy the firm needs
to understand their existing customers, this is more important where there are fewer customers, so each customer accounts for more trade (Kotler and Keller, 2008). The ability to analysis the
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