Sales planning
The sales planning (or sales planning ) is a part of corporate planning and deals with the forecast of the market demand and other market data for a product or service as well as creating a sales plan .
General
According to Erich Gutenberg , one of the most important tasks of the company management is to determine the sales volume that should be achieved after a certain period of time. Originally, sales planning was only understood to mean certain measures such as price changes or advertising as well as the estimation of the necessary budget and sales effects. Sales planning affects the operational function of sales . Here the sales plan forms part of the marketing plan . It is the result of sales planning and is used to coordinate product movements inside and outside the company. The advantage of sales planning is that it takes into account numerous different causal factors that influence demand . It also helps to reduce or eliminate sales risks . With market-oriented sales planning, sales forecasting and sales disposition, companies can increase their planning quality, reduce inventory levels with optimal readiness for delivery and strengthen customer relationships . Sales planning ensures that incoming orders are harmonized with production capacity .
content
Important features of planning in business administration are the planning object , planning subject , planning data and planning period. The subject of planning is the sales volume and thus the revenue . The subject of planning is the decision-maker who is responsible for sales planning; planning data is particularly the expected future demand . The planning horizon determines the temporal scope of the planning and is an essential design feature of every planning. It divides sales planning into operational (sales planning <2 years; operational planning ) and strategic sales planning (> 2 years; strategic sales planning ).
economic aspects
Sales planning reduces the costs of tying up capital by reducing the storage risks . It leads to an optimal availability of goods (readiness for delivery), thereby avoiding order losses due to shortages , which in turn contributes to the increase of customer satisfaction and loyalty . Through sales planning, procurement and production can be brought closer to the actual demand, it enables an earlier involvement of suppliers or production facilities in the expected orders . The sales planning is therefore the basis for any operational production. They improved by mapping the planned requirements of regional markets , the market transparency .
Individual evidence
- ↑ Erich Gutenberg, Der Paragraph , 6th edition, 1963, p. 74
- ^ Richard Köhler, Contributions to Marketing Management , 3rd Edition, 1993, p. 5
- ^ Franz Böcker, Marketing , 5th edition, 1994, p. 10
- ↑ Timm Gudehus, Logistics: Basics - Strategies - Applications , 2005, p. 253
- ↑ Günter Wöhe , Introduction to General Business Administration , 2013, p. 63
- ↑ Wolfgang Lück (Ed.), Lexikon der Betriebswirtschaft , 1983, p. 895
- ↑ Springer Fachmedien Wiesbaden, 222 Keywords Marketing , 2013, p. 6
- ↑ Erich Gutenberg, Sales Planning in Practice , Springer-Verlag, 2013, p. 209