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MARK 4410 Sales Management

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MARK 4410 Sales Management

0 Download6 Pages / 1,286 Words

Course Code: MARK4410
University: Douglas College

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Country: Canada


The report focuses on the sales functions and management aspects of organizations. The company in focus is the A & W restaurant chain that operates mainly in the US and parts of North America.
The A & W restaurant of Canada has been focused in the study. The various aspects of sales management like relationship building, ethical consideration, sales strategy and communications strategies have been analyzed.
The conclusion has pointed towards the relatively better present and future market potential of the company.


The report focuses on the sales management and sales functions of A & W restaurant chain mainly concerning A & W Canada. The company operates the major part of its business in the United States and has presence across 10 countries. Like many of the restaurant chains it has created a value of its own. A & W Canada is known for its burgers. The market of food and beverage is fairly large in the United States (Heo, 2016). In Canada, the company is known more for its burgers and faces tough competition from other large and medium food and beverage chains in the country. The A & W Canada is now officially managed by Unilever and no longer related to its American originator.
Relationship Selling
The target market of the organization is usually the youth and small families. The restaurant chain is now the second largest food and beverage chain in Canada. The company tries to crate and effective base within the youth and small families of the country by promoting a fan base culture. Much like its operations in the US the restaurant organizes various food festivals and offer zones throughout the year (Heo, 2016). The company tries to create better relationship with customers through selling or giving out restaurant merchandise. The restaurant tries to understand the demands of the customers and creates products from time to time that can suit the various requirements of the customers. The fact that the restaurant has a large chain across the country helps to create a bigger image of A & W. The restaurant offers the baby, mama, papa and team burgers. This type of product naming helps them to create their popular image among the families, teens and youth (Kim, Li & Brymer, 2016). The product naming is also done in accordance with popular culture.
Evolution of the sales model
In the United States, the A & W restaurant chain followed the drive-in food service model for a long time. However, the first major change that occurred was in 1972, when the company was sold to Unilever, concerning all its outlets in Canada. Since the 1980s the company is no longer a drive in restaurant (Malek, Sarin & Jaworski, 2018). The mascot was changed and the restaurant focused more on normal restaurant locations and increased its focus towards delivering quality products. A major change in the sales mol occurred when supermarket locations were aggressively sought for opening new shops (Gottfried, Ambrose & Plank, 2016). The company diversified with majority of its later stores being located across malls and supermarkets. This way the company was able to target its main focus customers, families, teens and youth. Moving forward, in the 90s, the company took a retro approach to its sales marketing (Heo, 2016). This meant that the old favourite products began to reappear on the menu. This was complemented by good marketing techniques. Later on better sales techniques to tackle competition from McDonalds were utilized.
Ethical consideration
The company is providing increased focus towards delivering what has been promised through the promotion. Moreover, the company is also ensuring that the products live up to the standards of utilizing ethical produce. The organization maintains the image that they are committed towards providing the customers with good food. The ingredients are largely gathered from organic sources that do not use artificial or harmful means of production. The pork for example is used from pigs that have been raised in a natural way without using antibiotics (Kimes & Wirtz, 2015). The same is also true for the chicken. The eggs used are gathered from hens that are fed a vegetarian diet and raised well. The most important offering, beef is gathered from cows that are raised without employing chemicals such as steroids or artificially injected hormones for producing more meat. The restaurant always maintains that they are providing only the best quality products to the customers. The ethical standards maintained are to check the use of any unfair means of gathering produce or compromising on quality.
Relationship strategy and value creation
The relationship strategy is poised towards creating significant quality, brand and good food value for the customers. As mentioned above the company utilizes themes that can attract the attention of families, teens and youth. The product design and naming are done in order to help families have great dining restaurants. In order to attract the target market the company utilizes the strategy of providing a variety of products. The best selling product is the beef burger and the various burgers namely the mama, papa, baby, uncle and other burgers named after family relationships (Jun & Arendt, 2016). The restaurant has recently started attracting vegans with the burgers beyond meat concept. The A & W wants to diversify its customer relationship through attracting newer customer bases. The new strategy of the company is to attract a diverse range of customers towards its products (Möller & Parvinen, 2015). The company having a large number of outlets can help to realize this potential.
The company extensively uses popular themes as strong communication strategies. Moreover, the communication channels that are normally used are hoardings, posters, TV, online and other types of attractive channels. The communication strategy is placed in a way to strengthen its long running enterprise image (Kimes & Wirtz, 2015). The company focuses much on online communication strategies. Moreover, the online order systems helps customer to order from their homes. The company also has online channels through which seats can be reserved for the customers. The website of the company is very well developed and provides wide range of information about the variety of offerings that the company has (Ravenel, Chong & Silva, 2016). The online ad campaigns are also focused towards maintaining transparency about the produce used by the restaurants for their products. The company utilizes mascots to increase their promotion value (Malek, Sarin & Jaworski, 2018).
The company has performed relatively well in the recent years and still maintains its position as the second largest restaurant chain in Canada. The company can make good use of its reputation to increase its franchise across the country. Moreover, it will be great for the long term profitability of the company that it closes down its non performing restaurants. This will help the company to focus more on improving its services in the much better performing restaurants. The company can provide more variety of choices to vegans. Additionally, purely vegan restaurants can be opened in places with significantly larger vegan populations.
Gottfried, A. K., Ambrose, S. C., & Plank, R. E. (2016). Inside Sales Force and Gender: Mediating effects of intrinsic motivation on sales controls and performance.
Heo, C. Y. (2016). Exploring group-buying platforms for restaurant revenue management. International Journal of Hospitality Management, 52, 154-159.
Jun, J., & Arendt, S. W. (2016). Understanding healthy eating behaviors at casual dining restaurants using the extended theory of planned behavior. International Journal of Hospitality Management, 53, 106-115.
Kim, W. G., Li, J. J., & Brymer, R. A. (2016). The impact of social media reviews on restaurant performance: The moderating role of excellence certificate. International Journal of Hospitality Management, 55, 41-51.
Kimes, S. E., & Wirtz, J. (2015). Revenue management: Advanced strategies and tools to enhance firm profitability. Foundations and Trends® in Marketing, 8(1), 1-68.
Malek, S. L., Sarin, S., & Jaworski, B. J. (2018). Sales management control systems: review, synthesis, and directions for future exploration. Journal of Personal Selling & Sales Management, 38(1), 30-55.
Möller, K., & Parvinen, P. (2015). An impact-oriented implementation approach in business marketing research: Introduction to the Special Issue on “Implementing Strategies and Theories of B2B Marketing and Sales Management”. Industrial Marketing Management, 45, 3-11.
Ravenel, J. P., Chong, T., & Silva, J. (2016). U.S. Patent No. 9,444,932. Washington, DC: U.S. Patent and Trademark Office.

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