Proposal for customer care:

As there are too many aspects for businesses to think upon according to which they have to
bring changes in the areas where they are weak. As far as my survey is concerned, I have got
feedback of Masooms customers then I come up with a conclusion on which I am going to
propose few suggestions to Masooms. Masooms is a fast food business which operates in few
cities of Pakistan. Masooms operate its business in the central area of Peshawar that is
university town; the majority customers of Peshawar are satisfied with its location, whereas,
there are number of customers which are not willing to visit it due to its location. Apart from
that, they have other issues regarding the services and the size of the Masooms (Space) in
which they are operating. Firstly, Masooms take in account th complains of some customer
regarding their price strategy where, it’s higher as compare to its competitors in region.
Secondly, according to customer’s feedback, they have to wider the variety of food. The
customers are satisfied with the taste food because Masooms nowadays go with the idea of
changing in the taste of the food. , so I suggest that they should bring more variety of food as
the customers of Masooms are tired of eating the same food every other day. This can help
them to maintain its existing customers and can attract more potential customers.

As far as the service is concerned the customer’s feedbacks were quite acceptable but still they
should improve it, with more improving of the service where, they can keep their customers
more satisfied which resultantly, they will be loyal towards that business that cares more for its
customers. And this could lead Masooms to attract potential customers. Furthermore, there is
very limited area for car parking and thus the most customers are concerned about this issue.
They must improve this issue as which need to be species. Similarly, limited seats in seating
area has point out impact on Masooms management , in this case, they should more
considerate in managing of seating and manage a proper area seating area for family which in
now too limited with crowd area. Finally, another opportunity for expanding their business is to
open their outlet in hayatabad area and cantonment area due to complain of customer
regarding to the location of Masooms.

1|Page
Importance of maintaining the customer database:

It is one of essential tool for any sales team to have an efficient customer database. Keeping in
mind that the factor which can ensure the company to grow is to create and keep up the
database with up to date information. Business collects information for the reason to collect
data about their existing customer and new customer, which they could utilize to find out
buyers for their products and services. A business then carries out activities such as door to
door surveys, asking the volunteers, interviewing the clients and potential customers. The main
aim of the business is to find out in which category the buyer keeps the firm’s product or
service (good or bad). They also get the information about the promotion activity, and the
influence of this activity on the customer. Every organization sets targets and objectives which
are then communicated to the departments to work towards these targets; every department
somehow depended on the customer database to achieve these targets and objectives. These
are the steps which will emphasize on the importance of the customer database for an
organization:

Obtaining information about the customer is meat for the business. With doing so the
business should also identify the effective sources from where they get exact information about
the customer. For example the name of the customer, contact number, address or email
address.

 It should be made clear at the time when the date is collected for the database
that it should be up to date and free from errors.
 One must make it sure that the data collected from the sources are reliable and
as well the data itself.
 A skilled worker is required to update and maintain customer database for which
the organization has to pay a salary for his job. It’s good for long term.

As a suggestion, I am going to recommend a database software for chain one, which is

affordable to purchase and easy to use. Since its easy it doesn’t need any specialized employee
if the responsible body had hand over using Pc or Microsoft Office. The specifications that this
software has are as follows. The benefits of this software is that Chen one can keep record of
task, assets, customers (Existing and Potential), the Utility billing and its time records, their daily
inventories, email campaigns which can keep the full record and data of every single customer

2|Page
and finally resource scheduling. As the following graph itself represents the whole benefits
associated with this software.

Furthermore, the reason behind recommending this software to Chen one is that they can
easily manage their tasks and other variables which are hard to remind. If they are informing
their customers regarding their new stock this software will truly help them since they have all
information regarding the specific customer and its demand. Moreover, if they are offering
discounts to any customer, they will see the profile of the customer that how much they had
purchase and etc. wither this customer is needed to give discount or not and too many other
issues are interlinked with this software. Finally, I will mention that this software makes their
transactions and other deals easy to record and etc.

Three examples of the differences in the nature of sales task

and skills:

In the following context I am going to select three business enterprises and assume myself to
be their salesperson. What tasks should I do to be more affective and how to deal with
wholesaler, retailer, customers. And in the some direction I am required to discuss cost analysis
which focuses on the costs incurred to generate the sales results. Specific costs can be
compared with the planned level in the selling budget. Areas with the large variances require
specific attention. Cost can also be evaluated as percentage of sales and compared to
comparable industry figures. The three companies which I have selected are from different
industries. First one is Wood age furniture’s. The company exports furniture to abroad and then
sale it to the final customers through wholesalers in the local and international market. The
second organization I’ve selected is Imperial. Who sells garments and other fashion cloths in

3|Page
the local and international market and I am acting as retailer to this organization. Finally, Ufone
Telecom, to this organization I am acting as a salesperson dealing with the customers.

1. Wood Age (furniture dealers in local and international market) dealing with
Wholesalers.
2. Imperial (Garments and other fashionable dressing materials) dealing with Retailers.
3. Ufone telecom (providing cellular calling service) dealing with customers.

Assuming to be a sales person of Wood Age furniture’s (Dealing with wholesalers):

Being a salesperson of Wood Age enterprise dealing with the wholesalers are needed required skills and
tasks to be done. First of all I need to have a good personal relation with all me dealers who are
wholesalers in the market and further they will enhance to sell out my products to retailers and then to
final customers. A good communication and skills in order how to bargain the credit terms and prices
and look after what profit margin they ask me to give them from the company side since I am just a
salesperson whose main task is to interact with the wholesalers and their expectations towards
organization. I have to gather full information from them regarding the market, price, customer demand
and etc and then further transfer it to the company. those who purchased products from me on credit, I
have to have a good quality skills to how recover the amount of money is upon them with a technique
that they are also not worried of paying and to stop their daily business. Furthermore, I have to supply
them the products on the time before they inform the company or order new quantity. I must have full
information about the market that when the wholesaler need new stock or to have full communication
with my dealers and etc.

Assuming to be a sales person of Imperial Garments (Dealing with Retailers):

Personal relationship is the most important aspect of being salesperson for every sales force of
the firm. Thus they will have more information regarding the market and the retailer itself gives

4|Page
the information of the market to the salesperson in regard to the demand volume and etc.
Understand the basic need of the customer regarding the garments and how much they give
value to fashion and do they have knowledge of the features of the product that is being sold to
them and etc. the retailer must be fully informed from every feature of the product and it’s my task to
tell them. And further the retailers will give me full information and knowledge of the habits, tastes, and
requirements of the customers. And all above mentioned variables will happen when there is a good
interpersonal communication skill in order to convince the retailers to sell out my product upon
customers. As its clear that the supply must happen on the exact time by which I deal with my dealers
and this is the most important term where every wholesaler and retailer look after.

Assuming to be a sales person of Wood Age furniture’s (Dealing with Customers):

Since it’s the hardest time for the salesperson to deal with the customers directly, in this case I
am going to mention the variables which are used in during dealing with customers. Firstly, the
customers have different choices and demands which are enterprises task to do and fulfill it if
they want to survive in the market. For being the company salesperson it’s up to me to
understand their taste and demands regarding the trend and the product they want and need.
For the customers there are too many choices they make. If they didn’t select my company’s
product they will switch to another one and no one can stop them, but yes there are ways to
stop them through providing them their demanded goods available in the market. I must supply
product on time and visit them and have full communication plus provide them sales
promotions, discounts and etc. thus it could be affective for ensuring and maintain profitability
of the company and will done my task and job. Since am working for my company I have to
work as it’s my own business and etc. So far my communication skills will also affect they
buying decision of the customer so I have to be careful for this issue as well.

International selling:

World is turning into a global economy, there are increasing number of companies who are
expanding into the international market. The role that is being played by the sales manager is
going to determine the success of any firm. Although this is not an easy task when we talk
about at the international level, since all plans, control activity and implementation of plans is
complex at the global arena. The international market is full of risks sine the framework in
which it is going to operate is based upon conventions, laws, culture and regulations. There are

5|Page
four categories of risk that are unique when operating in a global marketplace political risk,
cultural and language risk, legal risk, and foreign exchange risk. A sales representative should be
having a clear idea of all these risks and should have complete understanding of the market in
which it is going to operate. You cannot go to the international market until and unless you
have knowledge about the market that you are going to target. The sales representative do face
problems since they have to face the on-going transformation from domestic to international
market and they also have lack of experience because of this transformation. This is because of
their lack of training on the global issues. This lack of knowledge can be expected to engender
an unacceptable level of lack of decision-making self-efficacy, with attendant difficulties, with
regard to successfully converting domestic managers into successful global managers

Sales representative can take better and quick decisions when it comes to their own homeland.
As they have access to better knowledge and awareness of its trends and laws. They have been
trained according to their culture and rules and laws of their homeland, which make it much
easier for them to operate and make effective decisions. As they are part of the same culture
they know how people like, what they think what their likes are and dislikes what is socially
ethical. The knowledge of this and further having the understanding of language as well makes
it easy for sales manager to plan or to control business sales. They are also aware of their home
land political situations and how the economy changes. But when it comes to operating in the
international market they face problems on lack of knowledge of all these issues. Further those
competitors who are there in the global market can make their survival difficult. Since they are
in business in their home land for long they will try all measures to be able to destroy the new
competitors. They also have better understanding of their people which the international sales
representative might be lacking at therefore they can face troubles. There are often troubles in
language as well since one word which might mean something in one country, might have
different meaning in new operating country, for this reason they have to change their name,
slogans etc.

Sales personnel should therefore give closer look to all of these issues if he/she will not
cope accordingly they will soon be abolished from the business and will have to leave the
international market with great losses. It is easy at times to enter the international market but
the exit barriers are high and can lead to affecting the whole image of company.

Trade fairs and exhibitions and its purpose:

An exhibition is an organized arrangement and display of a selection of items. Similarly,

exhibitions usually take place within museums, galleries and exhibition halls. Exhibitions include
art exhibitions, and enterprises which presenting their various varieties at different stages and
views as trade fair and exhibitions are one of the marketing mix elements, thus, organizations

6|Page
give more value to it since they can provide its products to customer and to define its major
aspects. Exhibition is usually used for a collection of items. Furthermore, exhibitions usually
scheduled to open and close on specific dates. While many exhibitions are shown in just one
venue, some exhibitions are shown in multiple locations, such exhibitions are called travelling
exhibitions, exhibitions range is from very large event such as a World's Fair exposition to small
one-artist solo shows or a display of just one item.

Generally, the purpose of trade fairs and exhibitions are to create an image in the
market while they provide their products to their customers on the spot and usually they give
full information and features to its customers regarding their products. The process of
developing an exhibition usually begins with scheming out a few key points including:

 aims and objectives

 target audience
 themes and sub-themes (storylines)
 objects and documentary material
 design elements
 budget

Selfridges, central London.

As the task given to me was to analyze any trade fair exhibition but unfortunately there is no
traditionally concept of trade exhibition in Peshawar in this regard, i will go with my past
experience analysis about the exhibition that took place in Selfridges shopping mall in central
London last summers. The exhibition revolved around to represent household goods, foods,
electronics, royal furniture, camping items i.e tents, sleeping bags etc and drinks. Every brand
put their variety of products in their stalls. The huge number of people was invited by
distributing a passes and letters along with proper emailing to various parts of cities England
and outside of England and especially to related organizations to exhibitions. As i was invited
through a letter source, a part from that to aware the people about exhibition they used a
billboards same case, used as promotion tool as well. The arrangement of exhibition was quite
attractive managed as whole the shopping mall by various design as it was given the impression
that something interesting exhibition happening in the shopping mall.

As I visited the exhibition I was really amazed by the glamour look of designs used in decoration
of the hall for the exhibition , various type of decoration was apply in to different part of the
hall . Every corner of the hall is design according to the company packages, logo and its cultural
design. Overall exhibition hospitality for visitors and official bodies of organization was quite
acceptable because they arranged a proper lucky draw competition for visitors a part from that
they prepared a full time drinking facility to the visitors.

7|Page
Finger fish stall:

As I evaluate various stall of different companies in exhibition but the stall which attracted me
was the finger fish brand which was namely OMIDA. Their stall and exhibition way was
customer oriented and they used a quite attractive location where it was the spot light of every
visitor where they offered a stylish car as lucky draw competition for the customers. This brand
was going to enter in the market in this exhibition they were testing their brand and collect the
feedbacks of customers in this case; they gave in free the finger fish to the customer as testing
step. The stall of OMIDA was fully highlighting the presence of their brand in exhibition where,
the background of the stall was covered by the brand logo and quite attractive fish’s
wallpapers. While, the corner of stall easily observed which was desk where the company put
packages of fishes and distributed to the visitors. Similarly, the front desk was covered by
company broachers where, the visitors can easily collected information about their brands,
products varieties and even the pricing. In their stall the sale manager was present where he
handle the situation and guided the sale representative to deal with visitors, apart from that in
the outside of the stall they had put a stylish car which was the latest model of minicooper
small cubes of foam were filled up in the car and they were distributing paper sheets contained
several questions. 1. How munch cubes are filled in the car. , name, contact no, and mailing
address in this case, who gave the right answer he or she was the lucky person who owned that
latest car. This was quite unique idea which was used by OMIDA where, a huge number of
visited were made crowd around the stall of OMIDA which gives a great impression to other
visitors and compile them to visit it.

Not only the stall of decoration was up the mark but also the sale representatives tem was quit
sharp, adorable and confidence with well qualified in dealing with visitors and make feel
honorable to visitors during interaction. And they were very capable in avoiding free loaders in
best manners. They were standing to communicate by English language and French language
because more than 20% were French. And the sale representatives were capable to give full
information about the benefits of fish regarding to health of human beings. They make setup of
oven where they cooked the fish and tested by customers where, they got feedbacks about
their brand testing in the market.

8|Page