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Sales Development Merchandising Assignment Sample

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Sales Development Merchandising Assignments

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Sales Development Merchandising is the activity to promote the goods and services. Merchandising includes the quality, prices, design, layout, Which gives more sales revenue to the company. Present report is based on TUI group which is multinational company of Tour and tourism in Germany. It will explain about the sales techniques and their principles. Apart from that it will cover internal or external Merchandising materiel.


A) Define Buyer behaviour and discuss two factors that influence customer behaviour in that organisation

Consumer is the king of the market. He is the person who enhance the sales revenue of the company. Buyers process is the systematic approach, They identifying the services and their features and then decide to purchase. Buyer behaviour is the systematic study of an individual or group of customers or identifying the goods and services. Consumer buying behaviour depends on the decision-making process during the purchasing. There are two factors which influence customers(Adrian, Phelps and Totten, 2017).

Consumer Behaviour- Psychological Factors

This factor will affect the consumer behaviour strongly such as:

  • Perception: It is an detecting the world and the circumstances around and after that taking a choice in like manner. Each individual look as the world and the circumstances in an unexpected way. The judging capacity and limit of each individual is extraordinary and consequently the take a gander at the world in an unexpected way. This is the thing that isolates the choice taking capacities.
  • Marketing Campaign: Advertising is the key factor which influence customers’ buying behaviour made by them. Marketing promotional activities should remain going continuously, so that consumer get attracted from this advertisement and get connected with the company. TUI which is a multinational travel and tourism company in Germany is taken under consideration for this report. It has to promote their services on regular basis to attract customers. In addition, attractive marketing campaign influence customers to purchase the services. Furthermore, marketing activities is the mediator between customer and company.

Consumer behaviour - Personal factors

This are the factor which can be influence to the consume behaviour which can be describe such as follows:

  • Economic Condition: Consumer spending power is the most effective factor. A positive economic environment influence customers to purchase more otherwise not. It makes consumer positive and confident to indulge in purchases. In case of crises may, it effects TUI sales badly (Armstrong, Kotler, Harker and Brennan, 2015). On the off chance that the economic circumstance of a customer isn't great or stable it will influence his buy control, truth be told if the shoppers or the economy of a country is enduring a misfortune it resistant influences the buyers buy or spending choices.
  • Cultural and value factors: It is the most influence factors which affects the consumer in different ways. It is the factor which influence in the organisation due to which demand of the products has changes accordingly.

B) Internal merchandising material and evaluation of their effectiveness and recommendation

Company name: TUI


EVALUATION & Recommendations


Packaging of TUI must be attractive and innovative which attract customers towards them


Presentation is the tool which explains the company. It is very important to aware customers about the company.

Interior Design

It is the tool which shows company level. TUI needs to make their interior attractive which gives more sales revenue.

Sales Material

Sales material should be customer oriented which helps TUI to get more clients.


Quality is the essential tool to enhance the sales of the company which will help to set an goodwill and attract more customer towards the firm.

For the organisation it is important to improve the quality of the goods and service with the better operation and management.

C. External Merchandising and their influence the Customer Turnover

Company name: TUI


Influence on customer turnover & Recommendations


Competitors may harm the company to produce different offers and services to attract the clients, TUI needs to be aware and gives new services frequently to retain the existing clients.

Recommendation for the taking competitive advantages is necessary to convert firms weakness into the strength.


Social factors depend upon the individual choice which influenced by the price, quality or individual perception, so TUI should give services at reasonable price.

Recommendation for this is that social factors is affected to the company behaviour for that they need to adopt corrective action plan.


Alternatives also influence customers towards another services, so to overcome from this issue. TUI needs to give better packages according to the customer needs.


1. Most advertising media for the product to maximise sales

Product 1. Adventure tour of TUI

Media suggestion: Radio Advertising

TUI is the largest tourism company. They make attractive and exciting tours for their clients. It makes adventurous tour for youth as young individuals love to go around the world and visit some most exciting places(Berthon, Pitt and Watson, 2015). TUI gives special offers to the people and for that, they need to adopt some attractive advertising media to promote their product. TUI adopt Radio Advertising to make aware the youth about their new package. Radio Advertising is the most effective media to attract clients. Promotion through radio has been the most effective tool because youth love to listen radio and hear many advertisements on it. On the other side, it is also cost effective to the company. It is less expensive and most effective tool of marketing activities. Moreover, it is powerful medium to give information across the world on the other side, company may reap maximum sales revenue through radio advertisement. It is a cheap and quick way to get customer attraction.

For example with the helps of radio advertisements company can easily pass their voice to many populations. Along with that, this is the best manner to promote the TUI services. Radio promotion plan is the very much effective and promoting.

Product 2 Hotel Accommodation services

Media suggestion: Online Advertising

Online advertising is the most effective tool of marketing activities. It makes product more reliable and long-lasting. Large number of population use online searching for everything. Online platform is most competitive and hard-hitting tool. TUI may use online platform to promote their hotels and luxurious services(Katz, 2016). They use social media platform like Facebook, twitter, YouTube, Instagram and many other social sites which gives lots of customer attraction. For instance, online advertising helps in reaching the customer by Facebook which is the most crowded site visited by millions of people. TUI uses this online tool to promote their hotel services. Here, it makes available all service offers and attractive templates through which customers get fascinated. On the other side, short clips of hotel infrastructure, design and their layout should be uploaded so that clients get attracted from those videos. It makes advertisement appealing and graceful. These online marketing tools help organisation to form more sales revenue. Adding to that, organisations also make their websites creative and fascinating to attract customer force.

Pros and cons of (Radio Advertising)


  • It helps to target maximum audience. Different radio stations have their own styles to promote company’s advertisements which helps in luring customers in large numbers. TUI needs to create advertisement on the basis of customers like families, teenagers etc. as it aids to get more sales.
  • It gives less expense to the company and more customer reach.
  • Radio ad is very fast and quick as compared to television ads.


  • Company needs to give ads frequently otherwise; less number of repetition may fall the customer attraction.

Pros and cons of Online Advertising


  • Cost effective as compared to other promotional tools and higher customer pool.]
  • It helps company to track the record of customers towards the organisation.
  • Instant gratification of clients and easy booking through online.


  • Online advertising contains high competition and choices from which sometimes company get confused. On the other side, online advertising sometimes is not safe and secure.

Online advertising is the best promotional plans which helps to influence the goods and services of the company profit for example. TUI adopts social media platform to enhance the awareness of the TUI services.

Cross promotion: It involves the association of a joint activity to empower deals made by a few organizations. With regards to web based business, this strategy identifies with the advancement of a brand or an item on the accomplice side.

To make a cross-advancement powerful, organizations should:

  • have a typical target group of onlookers;
  • work in a similar value fragment;
  • not contend with each other;
  • have a similar enthusiasm for dynamic deals.

One of the cases of cross-advancements is a joint publicizing of the Visa and MasterCard organizations of charge, credit, and reward cards.

What are the significant advantages this strategy conveys to organizations?


  • The Opportunity to Cut Costs: As per this strategy, organizations advance items or administrations by joining their publicizing spending plans. In this way, they can spare in any event around half of the cash.
  • Extending Customer Base Cross-advancement enables organizations to twofold the quantity of potential purchasers, as for this situation, accomplices prescribe each other to their clients.
  • Quickened Market Penetration Cross-advancement is a perfect alternative for new businesses, as the collaboration with understood firms encourages them to win the trust of clients.

With the advantages of this technique, come its expenses.


Cross-advancement Can Be not Equally Beneficial: Cross-advancement may infer an organization on commonly useful terms or it may not. Truth be told, utilizing this technique may well imply that you are excessively centred around advancing another person's items while dismissing your own advantages. Thus, recollect forget that cross-advancement ought to bring advantages to the two gatherings and plan your limited time exercises appropriately.


A) Design, layout and operational functioning influence the sales revenue.

Design is the feature which gives company’s first image to the customers. Good design gives more attraction of buyers(Keiser, Garner and Vandermar, 2017). It makes services more productive and creative. TUI needs to use attractive strategies for making its infrastructure, advertisement and product design. It helps to make more customer attraction towards the company. It also helps to retain the clients for long time. It is a streamlined process which increases the sales revenue of TUI company. Adding to that, design is an essential feature to develop new services and products in the market. TUI needs to use digital concepts to make their designs more graceful. TUI is the tourism company which needs to make changes constantly in designs. Moreover, if design is not up to the mark, customer will not make interest to purchase the product and services. On the other side, company layout describes company to the client when they are using those services. Layout means in which company contain their plans, services, management plans. TUI needs to make systematic plans and ideas to enhance the sales revenue otherwise, company may fall their sales due to having lack of systematic plans. TUI needs to maintain their development plans more effectively to make their layout systematically. Organisation layout describes the company image and their effective function. If their plans are not very much effective, client will not want to come again(Lanz and Carmichael, 2015). This happens fall the sales revenue of the organisation. On the other side operational functions. It is the most important part in the company which manage the day to day activities properly. TUI is the tour and tourism company which needs a proper planning and implementation. It involves employees contribution, Operational functioning of the organisation has to be good and effective otherwise clients not get satisfied with the company. Like in TUI, it is the responsibility of tour operator to manage the customer needs and wants according to their choice. Otherwise, negative impact on clients may decrease the sales revenue of the company.

Operational functioning is the internal functions which is done by the employees. It is necessary to implement the activities in proper way, so that company helps to achieve the high revenue. Operational activities also helps to enhance the company image in the market. On the other side ineffective operations may increase the cost of the company. Which is not good for the sales revenue. Low operational functions may decrease the quality of services which affects the overall sales(Ramsay Wagner and Kelly, 2013). To attract the customers' attraction TUI needs to maintain the operational functions. For that they need to motivate their employees for better performance and try to give more dedication power towards the company growth. Overall activities are depended on the operational departments which helps to measure the sales revenue. In hospitality industry there are high competition is involved which create pressure on the companies. TUI needs to adopt new business plans and ideas so that they maintain their operational activities properly and better from others. High competition level increase the pressure among the employees so that it affects the performance of the company.

Positive factors:

  • Attractive layout and designs of the TUI helps to attract more customer pool.
  • Company layout and design helps to enhance the clients' faith and trust which helps to maintain the long-term relation(Solomon, Russell-Bennett and Previte, 2013).
  • Effective design and layout of the company helps to enhance the organisation image in the market.
  • Effective operational functions increases the effective working which helps to enhance the sales revenue. Hard working employees make operations smoothly and increase the quality of working. This increases the sales revenue.

Negative Factors:

  • Less impressive designs and operational functions give less number of customers.
  • It affects the performance level of the company which decreases the customers' satisfaction.
  • Due to lack of coordination operational activities will not go smoothly and systematically. This affects the sales revenue badly.

B) Measure the Personal selling techniques

Personal selling techniques are the most effective tool of marketing behaviour. These techniques connect the customer directly to the company. It involves face to face selling or many more(Witt and Rao, 2015). These techniques help customer to understand better to the company. It helps customers to get more comfortable with the company. In this personal selling it gives chance to the salesperson to use his personal skills and talent to attract the customers' attraction and faith. It also helps to analyse the Client needs and wants, so that TUI can easily give services accordingly. In these techniques it also gives chance to the customer to ask anything to the sales person directly. On the other side it is the responsibility of sales person to addresses all the query of the clients. There are some personal selling techniques which helps TUI to attract client attention given below:

  • Discount techniques: It is the most effective personal selling techniques to attract the clients towards the company. It provides flexibility in prices that salesperson can offer to the customers. TUI adopts this personal selling technique to enhance the sales revenue of the company.
  • Improving customer and market feedback: It is the most effective personal selling when sales person adopt feedback strategies by which they take feedback from their current clients(Personal Selling Strategies.2017). It helps company to launch new services on the basis of current needs and wants.
  • Customer relationship: Maintaining the relationship with the customers may increase the customer faith and trust towards the company. Personal selling technique focus on their customers satisfaction which comes from the better services. TUI adopts these techniques to enhance their sales revenue. It helps company to make new product and plans, Which creates more competition in the market. TUI needs to adopt these selling techniques to measure the more customer accounts(Zhurkina, Ukhanova and Nikishin, 2015).
  • Targeted to different types of customers: TUI needs to identify their target group persons to increase their personal selling. This technique of personal selling helps to reach the customer directly.

C) Propose Sales training programme and key principles.

Sales training programme is the process in which company give training to salesperson who directly approach the customers and full fill their needs and wants. It is an action which create long term sales performance that can be seen in salesperson. There are some selling principles given below:

  • Attention: TUI needs to adopt this principle to maintain their image in the market. This principle explains that salesperson needs to attentive towards the customer requirement.
  • Desire: Desire is the element for which customer get the services. TUI salesperson needs to full fill the desire of the customer(Armstrong, Kotler, Harker, and Brennan, 2015).


From the above report it concludes the sales development merchandising. It also concludes internal and external merchandising material list. Apart from this the selling promotional activities which is important to enhance the sales of TUI company. TUI needs to adopt personal selling techniques to increase the trust and faith among customers by adopting Selling principles.


Books and Journals

  • Adrian, C. M., Phelps, L. D. and Totten, J. W., 2017. USING PERSONAL SELLING TECHNIQUES TO INFLUENCE STUDENT EVALUATION OF FACULTY INSTRUCTION. Journal of Learning in Higher Education. 13(2).
  • Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015. Marketing: an introduction. Pearson Education.
  • Berthon, P., Pitt, L. F. and Watson, R. T., 2015. Re-Surfing the Web: Research Perspectives on Marketing Communication and Buyer Behaviour on the W3. In Proceedings of the 1996 Academy of Marketing Science (AMS) Annual Conference(pp. 182-182). Springer, Cham.
  • Katz, H., 2016. The media handbook: A complete guide to advertising media selection, planning, research, and buying. Taylor & Francis.
  • Keiser, S., Garner, M.B. and Vandermar, D., 2017. Beyond design: The synergy of apparel product development. Bloomsbury Publishing USA.
  • Lanz, L. H. and Carmichael, M., 2015. Digital marketing budgets for independent hotels Continuously Shifting to Remain Competitive in the Online World.
  • Ramsay, J., Wagner, B. and Kelly, S., 2013. Purchase offering quality: The effects of buyer behaviour on organizational supplying behaviour. International Journal of Operations & Production Management. 33(10). pp.1260-1282.
  • Solomon, M. R., Russell-Bennett, R. and Previte, J., 2013. Consumer behaviour: Buying, having, being. Pearson Australia.
  • Testa, F.,, 2015. Why Eco‐labels can be Effective Marketing Tools: Evidence from a Study on Italian Consumers. Business Strategy and the Environment. 24(4). pp.252-265.
  • Witt, J. and Rao, C. P., 2015. Trade shows as an industrial promotion tool: A review and a research agenda. In Proceedings of the 1989 Academy of Marketing Science (AMS) Annual Conference (pp. 392-396). Springer, Cham.
  • Witt, J. and Rao, C. P., 2015. Trade shows as an industrial promotion tool: A review and a research agenda. In Proceedings of the 1989 Academy of Marketing Science (AMS) Annual Conference (pp. 392-396). Springer, Cham.
  • Zhurkina, L. S., Ukhanova, J.A. and Nikishin, A.F., 2015. Promotional activities in trade and different ways to improve them. Austrian Journal of Humanities and Social Sciences. (5-6). pp.157-158.

Online Reference

  • Personal Selling Strategies.2017 <>.
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