The Effect of Sales and Market Forecasting on Selling and Sales Management Practices

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4/2/2015 The effect of sales and market forecasting on selling and sales management practices Table of content 1. Executive Summary 2 2. Introduction 3 2.1 Main question and sub questions 3 2.2 Research Methodology 4 3. Analysis of questions 4 3.1 What is the purpose of sales forecasting and market forecasting? 4 3.2 What is the relationship between sales forecasting and market forecasting? 6 3.3 What data is needed to forecast the market and the sales? 6 3.4 What effect do sales forecast and market forecast have on daily activities of a sales department and management practices? 6 4. Conclusion 7 5. Recommendation 7 Bibliography 7 6. Appendices 8 7.1 Appendix 1. Interview 8 7.2 Appendix 2. Self reflection 11 1. Executive Summary This paper focuses on the differences between the sales and market forecast and the effect they have on selling and sales management practices. In this report a strong focus is made on the purpose of these forecasts, the information that is needed to prepare the forecasts, the relationship between the two forecasts considering the competitive position and the impact it has on daily activities of the sales force and sales management. The purpose of the sales forecast is to plan in advance and go about achieving forecasted sales in what management considers to be the most effective manner. Developments within the market and consumer behaviour developments are what makes a market forecast essential. Even though both forecasts are often prepared for different purposes, the sales forecast in particular is often dependent at least somewhat on market forecasts. Depending on the competitive position a company takes, the influence of the market forecast on the sales forecast increases. The influence of the market forecast on the sales forecast is the greatest when a company has a

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