Sales program

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The sales program describes the entirety of all goods and services that are offered by a company on the market. The sales program, on the other hand, is the sum of the goods and services that a company offers on the market; in the trade one speaks of assortment. Manufacturing companies can also offer third-party products (commercial products) in addition to their own. This extends the breadth of the sales program (program breadth). The program depth is characterized by the number of alternatives.

The creation of the sales program

The sales program in the narrower sense contains all products that a company would like to sell or sell in the immediate future. The production program is derived from the sales program , while the sales or product program contains all the products on offer that the company offers and could theoretically produce (see also product portfolio ). The sales program is the result of a planning process that is an integral part of sales planning . First, sales are estimated for a set of similar products from which the medium-term sales plan is drawn up. In the sales plan there are not yet any sales quantities for specific products, but 'only' for combined product types or product families. On the basis of the sales plans, the rather short-term sales programs are then created in which the quantities for the actual products and / or customer orders are.

The process of sales planning can be followed particularly well with the automobile manufacturers who, in conjunction with the importers, first create sales plans for the long-term area in which 'only' the number of vehicle types or vehicle models is planned. Over the course of time, these sales plans are successively refined in a product-related manner by specifying the products more and more precisely. At the end of the planning process, the sales program is created, in which the actual vehicle orders of customers, companies or dealers are listed.

Market-related sales programs

In the context of globalization, internationally operating groups create market-related sales programs. A sales market can be a specific country, a region within a country, but also a combination of countries, since in addition to the different laws and national regulations, the distribution channels can also be very different. Different product variants must therefore be offered in the individual sales markets that are adapted to the legal framework and the social and regional circumstances. There are different legal regulations for the registration of cars in the different countries, which relate to the safety and emissions of a vehicle. In addition, the product range in each sales market must be tailored to the specific customer requirements and customer groups.

From the sales programs, which are created in a customer and market-oriented manner, the manufacturer must derive the production program , which is created in a factory-specific manner and must be based on the production conditions. When coordinating the sales program and the production program, problems can arise if the customer's wishes do not match the production possibilities. In addition, there may be time discrepancies if the sales markets and production plants are far apart.

literature

  • S. Albers, A. Hermann: manual product management: strategy development - product planning - organization - control. 3rd, revised. u. exp. Edition. Springer Gabler, Berlin 2007, ISBN 978-3-8349-0268-9 .
  • Hans Jung: General Business Administration. 11., completely redesigned. and updated edition. Oldenbourg, Munich 2009, ISBN 978-3-486-58762-3 .
  • W. Herlyn: PPS in automobile construction - production program planning and control of vehicles and assemblies . Hanser Verlag, Munich 2012, ISBN 978-3-446-41370-2 .

swell

  1. ^ W. Herlyn: PPS in automobile construction. Hanser Verlag, Munich 2012, ISBN 978-3-446-41370-2 , pp. 178-188.

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