BUS5013 Sales
Management
Sales and Negotiation Proposal
STU120103
Dr Felicia
4000
1|Page
,Contents
Task One: Sales Proposal for Online Sales Trial in the Womenswear Department....4
Introduction................................................................................................................4
Target Market Analysis.............................................................................................4
Demographic Profile..............................................................................................4
Psychographic Profile............................................................................................5
Consumer Behaviour................................................................................................5
Country Analysis.......................................................................................................6
Market Size and Growth........................................................................................6
Economic Environment..........................................................................................6
Sales Techniques......................................................................................................7
Critical Competitor Analysis......................................................................................8
ASOS.....................................................................................................................8
Zara.......................................................................................................................9
Key Takeaways for Primark..................................................................................9
Strategic Differentiation for Primark........................................................................10
Motivating Techniques for the Sales Workforce.....................................................11
Conclusion...............................................................................................................11
Task Two: Negotiating the Terms and Conditions for Online Sales Trial of Primark.13
Introduction..............................................................................................................13
Profit Retention and Reinvestment.........................................................................13
Term....................................................................................................................13
Negotiation...........................................................................................................13
Justification..........................................................................................................14
Incentives for Management and Sales Workforce..................................................14
Term....................................................................................................................14
2|Page
, Negotiation...........................................................................................................14
Justification..........................................................................................................14
Overtime and Workload Management....................................................................15
Term....................................................................................................................15
Negotiation...........................................................................................................15
Justification..........................................................................................................15
Employment of New Staff........................................................................................16
Term....................................................................................................................16
Negotiation...........................................................................................................16
Justification..........................................................................................................16
Selection of Logistics Partner.................................................................................17
Term....................................................................................................................17
Negotiation...........................................................................................................17
Justification..........................................................................................................17
Conclusion...............................................................................................................17
References..................................................................................................................18
3|Page
, Task One: Sales Proposal for Online Sales Trial in the
Womenswear Department
Introduction
In the organisational context, a significant transformation is faced by the global retail
landscape due to the influence of the Covid-19 pandemic. A major decline is
determined in the traditional high street shopping (Chetty, 2024). Covid-19 optimised
the priority of the customers to safety and convenience. Therefore, the demand for
online shopping platforms is enhanced and reduction is ensured in the traditional
high street shopping. Primark is referred to as a retail clothing chain and the
organisation faced negative impacts on the revenue stream for the decline in the
traditional high street shopping. The study is seeking to develop a proposal for
Primark. The proposal will advocate that the online sales trail will be taken by the
womenswear department of the organisation. A robust differentiation plan, strategic
sales techniques, and market analysis will be considered by the way of preparing the
proposal.
Target Market Analysis
In the landscape of business, it is significant to determine a specific target market for
the sales proposal so that potential customers can be determined and targeted. The
target markets for Primark are outlined in the below of the study.
Demographic Profile
The womenswear department of Primark will conduct an online sales trail and the
primary target market will include women with the age group of 18-35. The
demographic profile of the target group is explored below.
Digital Savviness: The group who use online platforms actively and use digital
platforms frequently for information, social networking, and shopping will be targeted.
Fashion Consciousness: The group who has fondness on the latest fashion trends
will be targeted (Kimemia, 2024).
Price Sensitivity: The group who is budget-conscious and preferred quality product
in affordable price will be targeted.
4|Page
Management
Sales and Negotiation Proposal
STU120103
Dr Felicia
4000
1|Page
,Contents
Task One: Sales Proposal for Online Sales Trial in the Womenswear Department....4
Introduction................................................................................................................4
Target Market Analysis.............................................................................................4
Demographic Profile..............................................................................................4
Psychographic Profile............................................................................................5
Consumer Behaviour................................................................................................5
Country Analysis.......................................................................................................6
Market Size and Growth........................................................................................6
Economic Environment..........................................................................................6
Sales Techniques......................................................................................................7
Critical Competitor Analysis......................................................................................8
ASOS.....................................................................................................................8
Zara.......................................................................................................................9
Key Takeaways for Primark..................................................................................9
Strategic Differentiation for Primark........................................................................10
Motivating Techniques for the Sales Workforce.....................................................11
Conclusion...............................................................................................................11
Task Two: Negotiating the Terms and Conditions for Online Sales Trial of Primark.13
Introduction..............................................................................................................13
Profit Retention and Reinvestment.........................................................................13
Term....................................................................................................................13
Negotiation...........................................................................................................13
Justification..........................................................................................................14
Incentives for Management and Sales Workforce..................................................14
Term....................................................................................................................14
2|Page
, Negotiation...........................................................................................................14
Justification..........................................................................................................14
Overtime and Workload Management....................................................................15
Term....................................................................................................................15
Negotiation...........................................................................................................15
Justification..........................................................................................................15
Employment of New Staff........................................................................................16
Term....................................................................................................................16
Negotiation...........................................................................................................16
Justification..........................................................................................................16
Selection of Logistics Partner.................................................................................17
Term....................................................................................................................17
Negotiation...........................................................................................................17
Justification..........................................................................................................17
Conclusion...............................................................................................................17
References..................................................................................................................18
3|Page
, Task One: Sales Proposal for Online Sales Trial in the
Womenswear Department
Introduction
In the organisational context, a significant transformation is faced by the global retail
landscape due to the influence of the Covid-19 pandemic. A major decline is
determined in the traditional high street shopping (Chetty, 2024). Covid-19 optimised
the priority of the customers to safety and convenience. Therefore, the demand for
online shopping platforms is enhanced and reduction is ensured in the traditional
high street shopping. Primark is referred to as a retail clothing chain and the
organisation faced negative impacts on the revenue stream for the decline in the
traditional high street shopping. The study is seeking to develop a proposal for
Primark. The proposal will advocate that the online sales trail will be taken by the
womenswear department of the organisation. A robust differentiation plan, strategic
sales techniques, and market analysis will be considered by the way of preparing the
proposal.
Target Market Analysis
In the landscape of business, it is significant to determine a specific target market for
the sales proposal so that potential customers can be determined and targeted. The
target markets for Primark are outlined in the below of the study.
Demographic Profile
The womenswear department of Primark will conduct an online sales trail and the
primary target market will include women with the age group of 18-35. The
demographic profile of the target group is explored below.
Digital Savviness: The group who use online platforms actively and use digital
platforms frequently for information, social networking, and shopping will be targeted.
Fashion Consciousness: The group who has fondness on the latest fashion trends
will be targeted (Kimemia, 2024).
Price Sensitivity: The group who is budget-conscious and preferred quality product
in affordable price will be targeted.
4|Page
