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Sales Management 1/2010

Double A

10/09/53

Submission to A. Porameth

Sirikul U. 5113019

Nataya P. 5115140

Sutakorn K. 5115142

Somrumpa S. 5125401

Chutinathorn P. 5126910

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Table of Content Page

Executive Summary 2

Market Potential & Target Demographics 2

Competitor Sales Unit Analysis 3

Sales Strategy Overview 13

Sales Objective 15

Sales Forecast 16

Sales Execution Details 17

Sales Force Training 30

Sales Force Performance Evaluation 32

Sales Budget 34

Appendix 36

References 40

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1) Executive Summary

The propose of this plan is to analyze status of Double A and sales expansion planCurrently, the most important competitor of Double A is

SCG Paper: started to focus more on business innovation, which led to new products and services that added more value to satisfy customers. The continually improvement of management throughout the organization had strengthen competitiveness against other countries, resulting in winning several prestigious awards

Sales objective is to increase sales by 12% of 15,462,000,000 THB divided by 4 territories and call center , including Northern territory, Central territory, Northeastern territory, and Southern territory. The total sale unit for all territories, which consists of 76 provinces of Thailand, is approximately 27,069,028 boxes per year,

In this plan, there are 100 employees in sales department divided by North for 14 salespeople ,Central for43 salespeople ,Northeastern for 21 salespeople and Ease for 17 salespeople.

2) Market Potential & Target Demographics

Market Potential is an estimate of maximum demand in a time period based on the number

of potential users and their purchase rate. Ultimate market value of printing paper industry

was 30 billion baht. And within year 2009, paper ream session has the market value

estimated of6 – 7 thousands million baht. Expecting in 2010, the number will be expand to

8,000 million baht or 12 to 15%.

Target Demographics

“DoubleA printing paper ream” does not directly sell its products to consumers. Besides, the

company distributes them through sole distributors whom later sold their merchandise to

other channel members or big organizations. DoubleA have 75 dealers but only 7 are within

Bangkok Metropolitan zone. DoubleA consumer categorizes into segments according to the

size and marketing functions. In addition, they select their target depends on product needs

and usage.

Large Corporations Final users

Medium-size businesses Final users

Small-size Business, SMEs Photocopy or printing centre

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Retailers BeTrend, convenience stores (7-eleven & Family Mart)

Modern

Trade/Wholesalers

Makro, BigC, Tesco Lotus, Carrefour

Specialty Superstores B2S, OfficeMate, OfficeDepot

Specialty Shops AA Paper and Stationery

Government agencies Public service providers usually are Ministry that uses paper in

record transaction.

Educational Institution Schools, Universities, Colleges

Banks Final users

3) Competitor Sales Unit Analysis

MAIN COMPETITORS

Direct Competitors

1. SCG Paper

The Siam Cement Group Paper’s started its line of business in paper in 1975. It is Thailand's largest pulp, paper including printing and writing papers, as well as industrial and packaging papers. It gained acceptance from both national and international consumers, famous for its global standards in producing the high quality products. This allowed SCG Paper to be able to be the leader of this line of market and in ASEAN countries.

To compete with the intensity of business competition, SCG Paper started to focus more on business innovation, which led to new products and services that added more value to satisfy customers. The continually improvement of management throughout the organization had strengthen competitiveness against other countries, resulting in winning several prestigious awards such as Deming Prize Award from the Union of Scientists and Engineers in Japan, National Quality Award (TQA), and the Award for TPM Excellence

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Award from Japan Institute of Plant Maintenance.

Product Differentiation

SCG Paper has its own unique source of producing its papers to reduce their reliance on imports of pulp and paper from other countries. For over 20 years, the company has conducted thorough researches related to eucalyptus trees which they encourage farmers to plant trees properly, and provide them a guaranteed price for their produce, which is a vital raw material for the pulp and paper business of SCG Paper.

Its pulp, printing, and writing paper products were grouped accordingly to their own ranges of product. Two of SCG’s leading products are:

IDEA GREEN

Idea green is one of the most innovative products by SCG to serve the customer’s needs perfectly and efficiently. This particular type of paper is developed under the concept “Think for the better”.The main idea of Idea Green is to provide products that would be able to add up the value to the customers with environmental friendly during all the product chain process.

With Eco fiber, Idea Green reduces the usage of trees by 30%, leading it to receiving the MATT award by Marketing Association of Thailand in 2008.

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IDEA WORK

Idea Work is another innovativeness that’s introduced by the famous SCG in paper with the concept of “Think for better quality”. The paper’s produced with the N2 technology, giving it the excellence of sharpness and print contrasts, with extra smoothness and thickness. These qualities made Idea Work paper a super premium quality paper.

Strength- Long established company, provide high product reliability.- Innovative production technology (reduces amount of natural resources used.)- Environment-friendly features in products.- Provided great numbers of variety.

Sales Strategy

SCG Paper put much effort in maintaining its leadership position in the domestic market and promotes competitiveness. Hence, SCG Paper continually invested in projects to reduce energy and production costs, to support production efficiency, and to bring forth innovation, adding value to products and services. These efforts also extended to building good relationships with customers to better understand their needs.

Moreover, the company is hoping to emphasize more on consumer oriented in the future, rather than focusing on the present product oriented. The idea might lead to a better resolution for customers when both the company and customers cooperate.

Sales Force Size

Main distributor of SCG Paper is the Siam Cement Public Company Limited, established in 1913, with Mr. Chirayu Isarangkun Na Ayuthaya as the present chairman. It’s listed as a holding company for its type of business. With its 21 sales teams in total, 11 in Bangkok, 9 in cities throughout the country, and 1 in Philippines. The company’s targeted customers is

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in Bangkok, since more than 50% of their sales quarters are in the capital, the rest went for suburban cities and abroad.

Sales Territory

SCG Paper’s domestic sales territory focused 57% of its total sales on public businesses, and the rest 43% on private businesses. The home and office segment is the segment where it had the highest usage of business papers from 30%-40%. Its sales territory was spread throughout the whole country, but most of the sales were made in Bangkok. Some amount of the shops were in other medium cities. There’re very low number of shops in small cities. It could be estimated that more than 40% of its distributors are in the capital city, and that’s where a large amount of sales were made for the company.

2. HP Paper

The HP Company has recently brought forth its new product line, printing papers, to compete with other leading paper companies in Thailand. It extended its existing product line to operate with the innovated distinguished types of paper which offers and provide high quality results to the users.

Product Differentiation

What distinguishes the company itself from others is that each step in the process of making papers have been carefully developed and tested by its very own engineers to make sure the quality is worth it for the best result in printing.

HP Paper primarily consisted of 3 main types of papers, each with its own unique qualities:

o HP Professional Papers is capable of providing a wide range of inkjet and laser papers to create effective, professional outsource-quality documents in-house.

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- Print professional business documents with sharp images.- Heavyweight paper ideal for short-run full-color brochures.- Ideal for two-sided printing, with a thickness

o HP Everyday Papers are designed to make the best out of the performance of HP printers, inks and toner for the print projects you do every day.

- High value paper, suitable for a wide range of everyday outputs.- Flexible paper for everyday printing.- Sharp contrast with a business copy paper.

Sales Strategy

Since HP has clearly clarified policies in the Consumer Digital Experience presentation to consumers through a variety of products and activities enabled it to gain the leading position in the Consumer Digital market nowadays. Especially in the fields of Digital Photography that offers a complete printing solution in the fields of printers, as well as ink and paper. HP has continually starting to grow throughout regions In Thailand, gaining its number one spot on the market at present.

Its "HP OCS" (HP Original Cartridge Store) served as a marketing strategy in terms of Geographic Expansion to promote the distribution channels to be reachable and convenient for consumers’ access to HP products. The shop is marked with OCS sign to ensure customers that the particular shop sells only genuine HP supplies. As well as to ensure the customers will also have full facilities and services nearby their

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homes because HP already appointed 60 OCS shops throughout the country, hoping to expands the shops to be over 100 in the future.

In addition to offering our customers quality products, HP also have the environmental campaign aims at recycling the products both when in processing and its disposals. The HP recycling factories were located in China, Italy and South Africa.

Sales Force Size

The main distributor of HP products in Thailand is the Hewlett Packard (Thailand) Co., Ltd. It is a limited partnership as a distributor company with its headquarter in Silom Road, Bangkok. The company’s field in the business is in the hardware and software market area.

It has approximately 35 sales team in Bangkok , and around 70 more in other provinces around the country, summed up altogether from three different business types which are home offices, small & medium businesses, and large enterprise businesses.

Sales Territory

HP’s sales territory is in fact, all over the country, though, mainly in Bangkok. With most of its sales team resided in Bangkok, majorly, and well known IT Superstore. The superstore has over 40 branches all over the city, including several branches in Central Shopping Mall, Pantip Plaza, IT Mall.

Several of them were in other major cities in the country such as in Chiang Mai, Phuket, and Huahin. However, not as much as in the capital city Bangkok.

3. I.J. Paper

I.J. paper is a company that owned not only the Ink Jet materials, but wide range of products that covers almost everything related to printings such as inks and printings in advertisings.Though, it is better known as possessing competent status in being one of the best leaders and provider of ink jet papers, gaining the company popularity of being the number one sales for the consumers for 12 years.

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Product Differentiation

The company’s Inkjet material products offers quite as much the same as those of other companies, such as color document for presentation, card paper, photo/glossy paper, sticker, and special media papers. Though, what is a little bit different is its multi-function paper and I.J.,A-one paper. Moreover, its large format printing material papers cover many optional types for customers such as CAD/CAM, film, self adhesive, graphic, banner & sign from 29 cm. up to 152 cm.

Sales Strategy

Recently, I.J. Paper has launched several road show activities at MOC office center in 8 branches, parading all kinds of ink jet papers available. The company also offers online shopping in its website, as well as in other websites featuring their products. This way, customers would be able to choose and purchase the products conveniently and timely.

Sales Territory/Sales Force Size

One of I.J. Paper’s main distributer is Office Depot Thailand. Office Depot basically has so many branches all over Thailand, where more than 70% of its branches were located in Bangkok metropolitan area. Some branches that were outside Bangkok were in Rayong, Chonburi, Ayutthaya, Chiang Mai, Phuket, and Songkla. In addition, there’re quite a large number of other small shops with I.J.’s product other than Office Depot.

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Indirect Competitors

1. SHIH-TZU (recycle paper)

Product Differentiation

Shih Tzu paper is a recycled paper produced by Hi Tech Paper Company, by Advance Agro, HP. They are papers with clean substances made from recycled papers. Size: A4 (210 mm. – 297 mm.) 70 grams, 89 baht, 500 papers

Sales Strategy

Its sales strategy is implemented by aiming at the green idea to save the world for customers who does not feel the need to use new papers. The qualities are just the same, as well as same qualities and abilities when printing.

Sales Force Size/Sales Territory

Shih Tzu papers could be found at Be Ten shops at The Mall Department Store in every branches all around the country. The brand is aiming at the small business office, as well as students or workers who are looking for normal paper to use for their works.

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2. Jointex Recycled Paper (I.J. Siam)

Product Differentiation

It is a recycled paper imported from Japan by I.J. Siam Company. It possessed the same quality as all the recycled paper, although, what made it different was that the product was imported by I.J Siam from Japan.

The paper is 64 grams, A4 sized with pearl white color which helps soothing our eyes vision.

Sales Strategy

I.J. Siam differentiate itself from other company by bring forth better quality from foreign countries. Some customers tend to perceive products from abroad as more reliable and better quality.

Sales Force Size/Sales Territory

This brand could also be found at Be Ten shop at every The Mall Department stores as well. Again the department stores could be founded all over the country.

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Competitor’s Position Analysis (Positioning Map)

High Quality

4) Sales Strategy Overview

Low Price

Double A paper: 95 Baht/500 papers, 80 grams.

HP paper: 105 Baht/500 papers, 80 grams.

SCG paper: : 89 Baht/500 papers, 80 grams

IJ paper: 80 Baht/ 500 papers, 70 grams

Referring to the graph above, I compare three of the main competitors, according to their prices and qualities. You can see that both HP and SCG paper similarly possessed higher qualities. Though, HP is a little better, hence, higher price.

On the contrary, the third competitor, IJ paper has lower quality, hence lower prices than the other two.

Double A and SCG is a close call competitors, with both high in prices and qualities.

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4) Sales Strategy Overview

Market strategy of Double A is Differentiation strategy because Double A does not compete with other competitors in the market by pricing of product but they compete in premium paper products such as the Double A paper have moisture control in order to makes the sheets stay flat in the copier and enhances runnability, low dust content for minimizing copier running cost, good opacity, smoothness, bulky sheet, and Double A paper is produced from fast-growing farmed trees which help to preserve the natural forest. Double A used their high quality products with excellent services delivered across both domestic and international markets. Double A also offers vary beneficial services to satisfy their valued customer such as Double A copy center service at standard prize and Double A stationery shop. These strategies could create long term customer relationships which help high demand of Double A products at the long term.

Market segmentations of Double A can be use Geographic segmentations to divide target market. Double A might concentrate the target market which has high demand for paper used by looking at the business, education, and economic growth of each territory. Therefore, Double A will know which territory Double A should concentrate increasing sales with. There are 3 territories in Thailand that have high demand for paper used because the growing of business, education, and economic sector which are Northern, Central, and Southern of Thailand. However, there are Double A’s shop available that customer could make order or use Double A service by Double A agency or the shop near customer house because Double A shop have every part and provinces of Thailand.

Go to market participants technique of Double A can be generated into 3 parts. Firstly, Double A company access their markets by using Advertising in broadcast media. Most of Double A advertising show on television because this media could show and demonstrate the quality of Double A product by easily and efficiency. Secondly, Double A not only use their employees to sell Double A product but also use the contract with independent sales agents in order to reach the selling to all territory or provinces of Thailand and lastly, Double A have resellers who buy Double A product to resell or offer the product to the end user in each territory again.

Positioning strategy of Double A try to be a brand in customer mind that creates premium product and care environmental problems. Customer will think about the quality of Double A paper for helping them make buying decision when compare with other paper brand in the same market. Double A paper create good quality paper into the market because Double A would like customer satisfy the quality paper and the important things is paper is the important part of make the report or customer works look good and easy to

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read. If customer who would like to use quality paper and also concern about environmental problem, Double A could be one alternative of their mind.

5) Sales Objective

Corporate Goals: Increase shareholder wealth by 15%

Business unit objective: Increase revenue growth by 18% and pretax profit by 15%

Marketing objectives:

Increase market share of paper products by 0.05% Grow contribution after sales & marketing by 12%

Sale department objectives:

Achieve sales revenue of ฿17 billion

Grow contributions after sales expenses by 10%

Sale district objectives:

Achieve sales revenue of ฿8 billion in 80 grams cut size paper

Obtain ฿5 billion contributions after direct selling

Salesperson objectives:

Achieve sales revenue of ฿20 million in 80 grams cut size paper

Obtain ฿18 million in gross margin dollars

Major account objectives:

Achieve sales revenues of ฿ 50,000 in 80 grams cut size paper

Obtain an average gross margin of 80%

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6) Sales Forecast

YearQuarter

Total Quarter Average1 2 3 4

2005 2,996,053,243 3,898,821,236 4,460,603,541 4,584,475,874 15,939,953,894 3,984,988,474

2006 3,778,480,540 3,989,921,515 4,895,852,106 4,352,712,106 17,016,966,267 4,254,241,567

2007 4,651,682,352 5,654,681,463 3,376,698,490 4,546,231,650 18,229,293,955 4,557,323,489

2008 4,542,564,548 4,658,295,513 5,686,841,637 3,151,587,891 18,039,289,589 4,509,822,397

2009 3,508,800,000 5,032,507,890 4,988,480,762 2,834,610,285 16,364,398,937 4,091,099,734

Five-Year Average

3,895,516,137 4,646,845,523 4,681,695,307 3,893,923,561 17,117,980,528 4,279,495,132

Seasonal Index 91.03 108.58 109.40 90.99 Projected Sales

20103,545,989,773 5,045,729,146 5,121,695,497 3,543,091,003 17,256,505,419

The sale of 80 grams A4 paper is 80% of all paper products

Year 2006 Q1 Q2 Q3 Q4 Total

Projected Sales 2010 3,545,989,773 5,045,729,146 5,121,695,497 3,543,091,003 17,256,505,419

Projected sales

2010 for 80 grams A4 paper

2,836,791,818 4,036,583,317 4,097,356,398 2,834,472,802 13,805,204,330

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7) Sales Execution Details

a. Sales Force Structure

Specialist structure: Customer Specialized Sales Force

This is also referred to as vertical marketing, where each salesperson or sales team sells the entire product lines of paper to selected types of buyers, which allows more market focused to take place. In this case, salespersons are allocated to 2 categories of customers in order to provide the best solutions to the customer needs which require a deep understanding of the customer and its market situation. As such, this type of structure is highly effective because it allows salespeople to gain better understanding of the customer’s special needs and problems and become experts in a particular customer or industry. It is very adaptive as well to changes in customer needs and buying behavior, and so encouraging Double A to have consultative relationships or enterprise level relationship with its customers. In addition, sales force can be organized so that each customer or market receives the appropriate level of selling resources.

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Accordingly, salespersons for each types of customer will be supervised by the regional sales manager that will be under Thailand sale manager’ supervision. Each regional sales manager has to report and work to meet company sales quota by guidelines of strategies from the above sales manager. This will make more effective for manager in assisting the salesperson and handle all complaints from each type.

However, the business sales team does include only large (wholesalers, retailers, corporations). Why not small business? Since the company provides delivery program 1739 that uses outsourcing call center (inbound-outbound call). Furthermore, in taking care of small business session seems most time-consuming while attains little profits from them. Unlike large or wholesaler/retailer who contributes high earning to company which worth to amount of time spent. Therefore, Double A has no reason in double pays for same work.

Note: see the appendix for scope of categories of customers

b. Sales Territory

i. Sales Unit

The 76 provinces of Thailand would be divided into 4 territories, including Northern territory, Central territory, Northeastern territory, and Southern territory. The total sale unit for all territories, which consists of 76 provinces of Thailand, is approximately 27,069,028 boxes per year, which is equal to 135,345,140 packs because one box contains 5 packs of paper inside. Every pack contains 500 sheets of paper, so all together it would be equal to 67,672,750,000 sheets of paper. This means that the company will need to sell 2,300,752 boxes per month in 76 provinces of Thailand. In order to reach the revenue of 13,805,204,330 Baht as shown in the projected sale 2010, the company will need to sell according to this amount of boxes because the company can sell one box at the average price of 510 Baht. These sales units will be allocated to four territories according to their potential.

Note: see the calculation in the appendix

ii. Sales Territory Opportunity Evaluation

There are four sales territories which are divided according to country regions into Northern territory, Central territory, Northeastern territory, and Southern territory.

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Overall Market Share 2009

Idea work 10%

Idea green 10%

Double A60%

Others20%

TerritoryAllocation of prospects

Allocation market share

Allocation targeting market share

Market share of main competitor

Northern 12.8% 7.7% 2.56% 2.56%Central 47.4% 28.4% 9.48% 9.48%Northeastern 12% 7.2% 2.4% 2.4%Southern 27.8% 16.7% 5.56% 5.56%Total 100% 60% 20%% 20%

Northern territory: It is comprised of 17 provinces, including Chiang Mai, Chiang Rai, Kamphaeng Phet, Lampang, Lamphun, Mae Hong Son, Nakhon Sawan, Nan , Phayao, Phetchabun, Phichit, Phitsanulok, Phrae, Sukhothai, Tak, Uthai Thani, and Uttaradit. Chiang Mai has the highest purchasing power and considered to be the greatest potential market in this territory because it where most of the business located and also a lot of trading occur here. Moreover, most of the provinces in this territory are judged to be prospered and increasing developed to the higher level. As such, the potential prospects are also increasing as businesses in this territory are expanding, the quality of educational institutions is lifting, and standard of living is improving. These lead to the higher demand for paper to be used for business, educational, and communicational, and bureaucratic purposes. The number of large businesses with capital registered greater than 100 million Baht is 55 businesses, and the number of medium with capital registered of 10-99 million baht and the number of small business with the capital registered of less than 10 million baht are 1,706 and 1,439 businesses respectively. So, there are more medium businesses which are classified as Class B customer in this territory. Overall, the number of business prospects in this territory is less than in Central territory and Southern territory, but is greater than in Northeastern territory. The

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number of educational institution is 1,100 places which is the lowest of all territories.

Central territory: It is comprised of 26 provinces, including Bangkok, Nakhon Pathom, Nonthaburi, Pathum Thani, Samut Prakan, Samut Sakhon, Ang Thong, Ayutthaya, Chainat, Lopburi, Nakhon Nayok, Saraburi, Singburi , Kanchanaburi, Phetchaburi, Prachuap Khiri Khan, Ratchaburi, Samut Songkhram, Suphanburi , Chachoengsao, Chanthaburi, Chonburi, Rayong, Prachinburi, Sa Kaeo, and Trat. Bangkok, which is considered to be the economic center of Thailand, dominates the country's economy and dwarfing any other urban centers, so the demand tends to be high here because it is where most of the large business organization and central government agencies located. These lead to the very great demand for paper to be used for business center area of Thailand. The number of large businesses, medium business, and small business are 1,410 places, 4,550 places, and 45,438 places respectively. For the number of educational institutions, it is 2,651 places, which is just only lower than in Northeastern territory, so it is almost the highest. Therefore, both business customer and educational institution can be great prospects for Double A because as compare to other territory, it has the highest number of businesses for all small, medium, and large. Moreover, there are another 24 accounts of Bank, 20 accounts of government, and 13 accounts of wholesales and retails prospects as the great prospects in this territory as well. Because Bangkok, which is included in this territory, is the capital city of Thailand, it is the center of potential prospects as mentioned. This means that we can deal with the representative located in the center and then they can make contribution to other branches in other territories later.

Northeastern territory: It is comprised of 19 provinces, including Nakhon Ratchasima, Buriram, Surin, Si Sa Ket, Ubon Ratchathani, Amnat Charoen, Yasothon, Roi Et, Mahasarakham, Khon Kaen, Chaiyaphum, Loei, Nong Bualamphu, Udon Thani, Kalasin, Mukdahan, Sakon Nakhon, Nakhon Phanom, Nong Khai. This territory has the almost the highest number of population in Thailand. Khon Kaen has the highest purchasing power and considered to be the central of economic center of Northeastern territory in Thailand. Khon Kaen now is the center of education, business of Northeastern and this leads to the higher demand for paper to be used for business and educational purposes. The number of large businesses, medium business, and small businesses are 31 places, 982 places, and 14,079 places respectively. This territory has the lowest number of businesses in all classes compared to other territories. However, it has the highest number of educational institutions of 3,307 places. Therefore, Double A should focus the most effort on educational institutions has its potential prospects for this territory.

Southern territory: It is comprised of 14 provinces, including Chumphon, Nakhon Si Thammarat , Narathiwat, Krabi, Phuket, Phang Nga , Phattalung,

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Pattani, Ranong, Satun, Songkhla, Surat Thani , Trang. This territory has the lowest number of population of Thailand. People in Phuket have the highest purchasing power and Phuket is considered to be the central of economic center of Southern part in Thailand. The number of large business, medium business, and small business are 34 places, 2,298 places, and 32,745 places respectively. It is third place for the number of large business behind Northern and Central territory, but it is the second for the number of medium and small businesses just behind Central territory. So, it also can give the promising future for Double A for business prospect as well. The number of educational institutions is 1,149 which, which is just above the Northern territory. So, the effort should be put more on business prospects than educational institutions.

iii. Sales Territory Estimation

TerritoryAllocation of unit sale

(boxes)Northern sells 4,060,354 boxesCentral sells 12,181,063 boxesNortheastern sells 5,955,186 boxesSouthern sells 4,872,425 boxesTotal sells 27,069,028 boxes

Note: see the calculation in appendix

iv. Sales Territory Workload Analysis

Working Time: All weekdays and half day on Saturday or Sunday.

During 08.30 – 17.30(Lunch included)

Leave Days: Business 5 Days, Sickness 8 Days, Public Holiday 23 Days, Weekend

48 Days

Selling Time: 50%; Non Selling: 30%; Travelling: 20%

Northern Territory

Customer Classification:

Business Class: 1,761(weekly basis, 5 mins / call)

Special Class: 1,100 (weekly basis, 5 mins/ call)

Frequency and Length

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Business Class: 52 times/year x 5 mins/call = 260 mins/year = 4 hrs 20 mins

Special Class: 52 times/year x 5 mins/call = 260 mins/year = 4 hrs 20 mins

Workload

Business Class: 1,761 Accts x 4 hrs 20 mins = 7,631 hrs

Special Class: 1,100 x 4 hrs 20 mins = 4,766 hrs 40 mins

Total Working Hours: 12,397 hrs 40 mins

Time available per salesperson

44 hrs/week x 40 weeks/year = 1,760 hrs/year

Portion of task of salesperson’s time

Selling 50% 1,760 hrs/year x 50% = 880 hrs/year

Non Selling 30% 1,760 hrs/year x 30% = 528 hrs/year

Travelling 20% 1,760 hrs/year x 20% =352 hrs/year

Number of salesperson

12,397 hrs 40 mins 14.08 ≈ 14 persons 880 hrs

Central Territory

Customer Classification:

Business Class: 5,973 (weekly basis, 5 mins / call)

Special Class: 2,695 (weekly basis, 5 mins/ call)

Frequency and Length

Business Class: 52 times/year x 5 mins/call = 260 mins/year = 4 hrs 20 mins

Special Class: 52 times/year x 5 mins/call = 260 mins/year = 4 hrs 20 mins

Workload

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Business Class: 5,973 Accts x 4 hrs 20 mins = 25,883 hrs

Special Class: 2,695 x 4 hrs 20 mins = 11,678 hrs 20 mins

Total Working Hours: 37,561 hrs 20 mins

Time available per salesperson

44 hrs/week x 40 weeks/year = 1,760 hrs/year

Portion of task of salesperson’s time

Selling 50% 1,760 hrs/year x 50% = 880 hrs/year

Non Selling 30% 1,760 hrs/year x 30% = 528 hrs/year

Travelling 20% 1,760 hrs/year x 20% =352 hrs/year

Number of salesperson

37,561 hrs 20 mins 42.68 ≈ 43 persons 880 hrs

Northeastern Territory

Customer Classification:

Business Class: 1,013(weekly basis, 5 mins / call)

Special Class: 3,307 (weekly basis, 5 mins/ call)

Frequency and Length

Business Class: 52 times/year x 5 mins/call = 260 mins/year = 4 hrs 20 mins

Special Class: 52 times/year x 5 mins/call = 260 mins/year = 4 hrs 20 mins

Workload

Business Class: 1,013 Accts x 4 hrs 20 mins = 4,389 hrs 40 mins

Special Class: 3,307 x 4 hrs 20 mins = 14,330 hrs 20 mins

Total Working Hours: 18,720 hrs

Time available per salesperson

44 hrs/week x 40 weeks/year = 1,760 hrs/year

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Portion of task of salesperson’s time

Selling 50% 1,760 hrs/year x 50% = 880 hrs/year

Non Selling 30% 1,760 hrs/year x 30% = 528 hrs/year

Travelling 20% 1,760 hrs/year x 20% =352 hrs/year

Number of salesperson

18,720 hrs 21.27 ≈ 21 persons 880 hrs

Southern Territory

Customer Classification:

Business Class: 2,332 (weekly basis, 5 mins / call)

Special Class: 1,149 (weekly basis, 5 mins/ call)

Frequency and Length

Business Class: 52 times/year x 5 mins/call = 260 mins/year = 4 hrs 20 mins

Special Class: 52 times/year x 5 mins/call = 260 mins/year = 4 hrs 20 mins

Workload

Business Class: 2,332 Accts x 4 hrs 20 mins = 10,105 hrs 20 mins

Special Class: 1,149 x 4 hrs 20 mins = 4,979 hrs

Total Working Hours: 15,084 hrs 20 mins

Time available per salesperson

44 hrs/week x 40 weeks/year = 1,760 hrs/year

Portion of task of salesperson’s time

Selling 50% 1,760 hrs/year x 50% = 880 hrs/year

Non Selling 30% 1,760 hrs/year x 30% = 528 hrs/year

Travelling 20% 1,760 hrs/year x 20% =352 hrs/year

Number of salesperson

26

15,084 hrs 20 mins 17.14 ≈ 17 persons 880 hrs

v. Adjust and Assign Sales Territory

Northern Territory

There is no need to adjust the number of salespersons for this territory since business and special class account are classified according to large business, medium business, wholesalers/retailers, and special class accounts respectively with no other separation involved. However, there is 1 regional manager required for this territory.

So, the number of people needed will be equal to 15 persons to be assigned to this territory

Central Territory

There is no need to adjust the number of salesperson, but there is a need to add 1 regional manager, so, altogether will require 44 persons to be assigned to this territory.

Northeastern Territory

There is no need to adjust the number of salespersons, but there is a need to add 1 regional sale manager, so altogether will require 22 persons to be assigned to this territory.

Southern Territory

There is no need to adjust the number of salespersons because it has been

previously assigned according to its workload according to classes of accounts.

However, it needs to assign 1 more regional sale manager, so altogether would

require 17persons.

Additional employee: 1 Thailand Sales Manager

Total employees in sales department: 100 people

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c. Sales Quota

Northern territory: 13,805,204,330 x 12.8% = 1,767,066,154.24

Central territory: 13,805,204,330 x 47.4% = 6,543,666,852.42

Northeastern territory: 13,805,204,330 x 12% = 1,656,624,519.6

Southern territory: 13,805,204,330 x 27.8% = 3,837,846,803.74

Total = 1,767,066,154.24 + 6,543,666,852.42 + 1,656,624,519.6+3,837,846,803.74 =

13,805,204,330

13,805,204,330 x 12% = 1,656,624,519.6

Total sales volume quota:

1,656,624,519.6 + 13,805,204,330 = 15,461,828,849.6

≈ 15,462,000,000 THB

d. Sales Force Size: Using Workload Method

Working Time: All weekdays and half day on Saturday or Sunday.

During 08.30 – 17.30(Lunch included)

Leave Days: Business 5 Days, Sickness 8 Days, Public Holiday 23 Days, Weekend 48 Days

Selling Time: 50%; Non Selling: 30%; Travelling: 20%

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Customer Classification:

Business session: 11,079 Accts (weekly basis, 5 mins / call)

Special session: 8,251 Accts (weekly basis, 5 mins / call) *[Banks 24 Accts + Education

Institutions 8,207 Accts + Government Agencies 20 Accts]

Frequency and Length

Business session: 52 times/year x 5 mins/call

= 260 mins/60 mins = 4 hrs 20 mins

= 11,079 Accts x 4 hrs 20 mins

= 48,009 hrs

Special session: 52 times/year x 5 mins/call

= 260 mins/60 mins = 4 hrs 20 mins

= 8,251 Accts x 4 hrs 20 mins

= 35,754 hrs 20 mins

Total Working Hours: 83,763 hrs 20 mins

Time available per salesperson

44 hrs/week x 40 weeks/year = 1,760 hrs/year

Portion of task of salesperson’s time

Selling 50% 1,760 hrs/year x 50% = 880 hrs/year

Non Selling 30% 1,760 hrs/year x 30% = 528 hrs/year

Travelling 20% 1,760 hrs/year x 20% =352 hrs/year

Number of salesperson

83,763 hrs 20 mins 95.185 ≈ 95 persons

880 hrs

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e. Compensation and Incentive System

Salary. Amount of salaries are various depend on number of experience years. For

newly graduates with no experience will receive 8,500 baht per month to enhance

their low sales volume. On the other hand, sales with at minimum 2-3 years of

working experience will receive 10,000 baht with higher range of commission. As the

salary specified to regional sales manager and country sales manager is 30,000 and 6

to 70,000 baht respectively. In addition, this salary rate applies to all salesperson

without concerning about their working sites. However, salespersons who work in

outskirts will have different social welfare and other financial supports compares to

central salespersons.

Commission Tier (apply to sales rep.). Paying a sales representative a portion of sales

volume at the following rates on achieving the following tiers:

o Turnover of not more than 1 million baht is 0.3% commission.

o In excess of one million but less than 4 million baht is 0.17% commission.

o In excess of 4 million but less than 8 billion baht is 0.15% commission.

o In excess of 8 million baht and more is 0.1% commission.

For example:

If the salesperson, says, achieve sales volume at 10 million baht then he or she will

receive 16,100 baht as commission (3000+5100+6000+2000). Whereas comparing to

average income of expert sales representative (50,000 to 60,000 baht per month).

This consider as high income incentive.

Commission head (apply to only senior sales rep.). Given to sales team leader in

training their team members. The commission rate is 0.02% computes from sales

order their team members sold. Plus, if a person in the team get promotion to

become a team leader of the emerging team. As consequence, privilege of 0.02%

commission will be gone. However, that old leader will receive extra 0.003% to order

sold by that new leader instead.

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3-months bonus (senior sales rep.). Reserved to best five sellers that provide

company with highest profits. The bonus is given quarterly to motivate good work

over 3 months period.

6-months bonus (Thailand sales manager and regional sales manager). Company will

inform sales managers about their targeted sales quota. If they accomplish the goal,

then company will offer 6 months bonus.

Trip Rewards (regional team). Announced the result at December, rewarding free

international trip of one selected place to the highest selling region. Such as 1 week

trip to Italy with hotel expenses included. Criteria of rewards giving based on

maximum sales profits earned from 12 months routine.

Prize Rewards and Gift card (freshmen sales rep.). The company set monthly policy

to give different reward in different sales level as follows:

Sales Level Rewards

50,000 - 100,000 baht 1,000 baht Dinning coupon @ Fuzio, Ekamai

100,001 – 300,000 baht The Mall/ Central gift voucher or

Parker pen series: 2,000 baht

300,001 – 500,000 baht Spa package ‘Wanalee’ 3,800 baht

@ Centara Grand Hotel Bangkok

500,001 – 1,000,000 baht ACER Aspire One netbook or SAMSUNG N series

or HP T100 mini or ASUS EEE PC (≈10,000 baht)

Promotion (freshmen sales rep.). Ordinary salesperson that has best presentation

will be upgraded to a new team leader. Moreover, existing team leader who

maintains high performance within last 2 years will change their position to region

sales manager with new salary contact and incentives.

Social welfare (apply only to regional sales rep.). Company helps their employee with

their living expenses, transportation, and phone bills at 3,000 baht/month.

Hospital expenses (sales department). Double A offers free medical treatment for its

sickness workers. To do so, worker must present their medical slip to account

department. Immediately, the accountants would repay the same amount to that

employee.

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Life insurance (sales department). Each employee will receive 20,000 baht value

claims covers retirement saving and accident or health problem incur during working

routine.

8) Sales Force Training

As you will see the Sale Force in our company stated that we has divided the sales team into 4 areas as Northern, Central, Northeastern and Southern which based geographic area. In order to reinforce the basics of selling’s skill, to help for product knowledge’s improvement for salespeople to gain more performance’s outcome. So the company has conducted the sale force training appropriately not only for new comer salespersons but also for Salespersons assistant who conduct the salespeople’s performance and General Manager(GM) who is the most important key of successful or failure of the Double A sales.

For those salespersons who just came into the company, this level is considered as less experience(less than 1 year) and low level of product knowledge in the company, so we will set the simple training program as same as other companies do. Firstly, We will allow our salespeople from all 4 territories attend the In-House Training by the specialist within the company (as Senior Manager) to introduce new salespeople the company’s background and overview of the company as well as the mission statement and company’s goal that all salesperson have to follow.

For more details of the company’s product type and for more understanding of company’s industry. We will take the new sales to the Double A‘s Factory where located in Prajeenburi Province to demonstrate them every steps of paper’s production method from the First stage of seedling production of paper is the source of quality Production until the final stage that is arrival of a roll or cut sheets to be released .

We will create the ‘Sales training camp’ for the purpose of :.

-To improve the selling skill, Mathematics skill and communication skill to new Salesperson.

-To lead them to conduct the same basic tasks as well as to build up the good relationships among new salespeople and their manage within the organization

For the camping’s Activities will be followed with :

-Business math boot Workshop(to study how to use math to communicate your business story effectively. Numbers add credibility to your message)

-Selling skills method

Sell communication skill

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Presentation skill

- The sufficient exercises based on real-world experiences to create a lively and fun learning environment among Salespersons. Thus, This practice will encourage creative idea and free flow the sales performance

For the camping’s Activities will be followed with :

-Business math boot Workshop(to study how to use math to communicate your business story effectively. Numbers add credibility to your message)

-Selling skills method

Sale communication Presentation skill

- The sufficient exercises based on real-world experiences to create a lively and fun learning environment among Salespersons. Thus, This practice will encourage creative idea and free flow the sales performance

Next sales force training program is appropriately set for sales people who has more than 2 years selling experience. Even this level of salesperson already known about the company’s culture, and have more selling skill to deal with the client and they accordingly generate the sales volume expected by company. However, many sales people find themselves still struggling to make sales meet the company expectations, these may the resulted from lacking in some skills .so we have created the training program due with this positions

Business math boot camp As our consideration ,we think math important in the big scheme of things— that would be a mistake. Intelligent business conversations require numbers, to create more sale by using mathematic as the negotiate device so ,we allow all salespeople attend the course

Customer royalty program be cause salespeople is the company’s image and they communicate directly to the customer so have more understanding toward your account and learn how to retain customer royalty

Communication TechniquesLearn how to identify competitive, avoidant, and accommodative negotiating styles, and how to alter your communication techniques accordingly for greater success.

Advanced Sales Negotiating Skills training We believe that ‘Everything is negotiable—if you have the right skills’. so they should understand how to:

o Conduct a self-assessment of their negotiating style and understand how it impacts your negotiations

o Apply important communication techniques—probe, listen, and summarize

o Adapt communication techniques to meet specific situations

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o Plan strategies in preparation for potential negotiation obstacles

In fact, General Manager is the one who has power over over all the sales performance it’s require the highest skill and performance Therefore he no need to have the basic training program like other position do. But General manager have to be trained more advance technique prepared for unpredictable situation and ready to provide the best solution for every territory.

As consequence, we designed some Training courses for the best practice and the highest benefit for company. General manager will be sent to attend the public course provided by specialist agency outside the company.

THE BOSS (public course)

This training program is the use of Psychology and Management for their subordinate and it is appropriate for those how are the owner or who are in high position .For THE BOSS course, General manager will be taugh about Counseling Psychology for Management, Finance for The Boss, Tax Planning for The Boss, Contractual Tax Planning etc

The purpose of this training program is to gain more vision to apply with the sales in each territory and to gain more connection among the manager in other industries it will be result of increase more distribution channel in long term.

Team Building workshop

can be a possible route to improve the Team and to foster high performance. A Team is a powerful entity, A high performing Team not only achieves success, but also has dynamism and an energy that nurtures individual high achievement and a high degree of job satisfaction.

This is a useful theme for the workshop, as it keeps the Team thinking forward to where we want to be, and planning how we can get from where we are now to the forward vision.

9) Sales Force Performance Evaluation

For new salespeople

After training program for the new salespersons. We will create the online quiz conducted in the computer lab of the company to determine whether how much they do intensely understand the company’s. It’s divided into 3 parts, 3 hours will be given.

Part I :The general question about the company.

PartII :Case study require the selling skill method for the solution.

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PartIII: The calculations and analysis part.

by 80% of total score is expected to pass the exam. For those who got below 80% must have retraining program.

The second group will be evaluated by quantitative measure in the context of department’s total sales revenue as well as sales achievement of individual sales forces in that department. For example, Double A make yearly and quarterly target as THB10000 M and THB2500 M Baht respectively for group evaluation. The residual is 30% of overall target that must be responsible by each individual sales force. This group is the front line operator, so the measurement will be additive to the percentage of retention rate and the percentage of new buyer. In this case, Double A designed 80% retention rate and residual 20% new buyers. Moreover, customer’s complaint based evaluation is another measurement. The company disseminates questionnaire to survey the percentage of customer satisfaction.

The last group is likely counted on sales revenue and profit margin. The company numbers annual sales revenue in Thai Baht in total amount. Nevertheless, this group must strategically focus more of contribution margin or profit margin in the form of percentage. In this case, Double A specifies each manager has targeted profit margin for 30% against annual sales revenue.

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10) Sales Budget

Selling and Administrative Expenses (Year 2011)

Selling Expenses (THB)

Salary

Sales representative (average : 9,250 * 95)

Regional Sales Manager (30,000 * 4)

Thailand Sales Manager (60,000 * 1)

Total Salary

Commission Tier (26,100 * 95)

Commission Head

At 0.02% commission ( 14 team leaders * 49,304)

At 0.001% commission ( 14 team leaders *7,396)

Total Commission Head

3 Months Bonus (30,000 * 5)

6 Months Bonus

Regional Sales Manager (180,000 * 4)

Thailand Sales Manager (360,000 * 1)

Total 6 Months Bonus

Trip rewards (quota number)

Prize rewards and Gift cards

Dinning Coupon

Shopping Voucher/Parker pen

Spa package

Netbook

Total Prize rewards and Gift cards

Training program

Sales representative (average : 400,000 * 95)

Regional Sales Manager (200,000 * 4)

878,750

120,000

__60,000__

690,256

__103,544__

720,000

__ 360,000__

360,000

720,000

1,368,000

__3,600,000__

38,000,000

800,000

1,058,750

2,479,500

793,800

150,000

1,080,000

3,500,000

6,048,000

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Thailand Sales Manager (100,000 * 1)

Total Training program

__100,000__

38,900,000

Total Selling Expenses (THB) 54,010,050

Administrative Expenses (THB)

Social Welfare

Salesperson (36,000 * 52)

Regional sales manager (36,000 * 3)

Total Social Welfare

Hospital expense (5,000 * 100)

Life insurance (20,000 * 100)

1,872,000

__108,000__

1,980,000

500,000

__200,000__

Selling and Administrative Expenses (Year 2011) THB 56,690,050

Note: see the calculation in appendix.

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Appendix

7) Sale Territory

a. Sale force structure

Categories of customer Scope of category

Wholesale customers Makro Big C Carrefour Tesco Lotus

Retail customers B2S Other stationary shops

Educational institutions Public School Private School Tutorial School

Government agencies Office of the Prime Minister Ministry of Defense Ministry of Finance Ministry of Foreign Affairs Ministry of Tourism and Sports Ministry of Social Development and Human Security Ministry of Agriculture and Cooperatives Ministry of Transport Ministry of Natural Resources and Environment Ministry of Information and Communication Technology Ministry of Energy Ministry of Commerce Ministry of Interior Ministry of Justice Ministry of Labor Ministry of Culture Ministry of Science and Technology Ministry of Education Ministry of Public Health Ministry of Industry

26

Bank customers Bank of Thailand Bank of Ayudhya Siam Commercial Bank Kasikorn Bank Bangkok Bank Krung Thai Bank CIMB Thai Bank Siam City Bank TMB Bank Export-Import Bank HSBC Bank UOB Bank Kiatnakin Bank Deutsche Bank Islamic Bank Bank of Tokyo-Mitsubishi Mega Commercial Bank TISCO Bank RHB Bank Thanachart Bank Standard Chartered Bank Calyon Bank Scotia Bank Citibank

Large business organization

Public limited company

Medium size business Private limited companySmall size business Partnership

Sole proprietorship

b. Sales territory

i. Sales unit

Projected sales 2010 13,805,204,330Baht

Price per box (5 packs) 510 Baht

Sales unit (boxes) 27,069,028 per year

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ii. Sales territory opportunity evaluation

Table of Weight for classes of business in each territory for year 2002

Class Actual number of businesses in year 2002

Weight

Territory Northern Central Northeastern Southern Northern Central Northeastern SouthernLarge 5,867 150,307 3,332 3,560 0.036 0.922 0.02 0.022Medium 1,875 4,983 1,074 2,519 0.179 0.477 0.103 0.241Small 228 719 222 518 0.135 0.426 0.132 0.307

ClassWeight

All territory

2009

Estimated number of business in Year 2009

Territory Northern Central Northeastern Southern Northern Central Northeastern Southern

Large 0.036 0.922 0.02 0.022 1,530 55 1,410 31 34Medium 0.179 0.477 0.103 0.241 9,536 1,706 4,550 982 2,298

Small 0.135 0.426 0.132 0.307 106,661 14,399 45,438 14,079 32,745Total 1 1 1 1 117,727 16,160 51,398 15,092 35,077

Calculation for the number of businesses in each class of each territory for year 2009

iii. Sales territory estimation

Calculation for weight of prospects in each territory

TerritoryNumber of

prospects in Business Class

Number of prospects in Special Class

Total Weight

Northern 1761 1,100 2,861 0.15Central 5973 2,695 8,668 0.45

Northeastern 1013 3,307 4,320 0.22Southern 2332 1,149 3,481 0.18

Total 11,079 8,251 19,330 1

** Note: 1) Number of prospects in class A for central territory = Number of large business (1,411 accounts) + Number of wholesales (13 accounts)

2) Number of prospects in special class = Bank (24 accounts) + Government (20 accounts) + educational institution (8,205 accounts)

Territory Weight of prospectsAllocation of unit sale

(boxes)

26

Northern 0.137 3,708,457Central 0.429 11,612,613Northeastern 0.146 3,952,078Southern 0.288 7,795,880Total 1 27,069,028

10) Sales Budget

Commission Tier (THB):

o Turnover of not more than 1 million baht is 0.3% commission.

1,000,000 – 0 = 1,000,000 * 0.3% = 3,000

o In excess of one million but less than 4 million baht is 0.17% commission.

4,000,000 – 1,000,001 = 2,999,999 * 0.17% = 5,099.99 ≈ 5,100

o In excess of 4 million but less than 8 billion baht is 0.15% commission.

8,000,000 – 4,000,001 = 3,999,999 * 0.15% = 5,999.99 ≈ 6,000

o In excess of 8 million baht and more is 0.1% commission.

20,000,000 (average sales order volume per sales person) – 8,000,001 =

11,999,999 * 0.1% = 11,999.99 ≈ 12,000

Average commission tier per salesperson: 3,000+5,100+6,000+12,000 = 26,100

Commission Head (THB):

At 0.02% commission : 13,805,204,330 / 4 = 3,451,301,082.5 average per region

3,451,301,082.5 / 14 sales teams = 246,521,505.90

246,521,505.90 * 0.02% = 49,304.301 ≈ 49,304

At 0.001% commission : 13,805,204,330 / 4 = 3,451,301,082.5 average per region

3,451,301,082.5 / 14 sales teams = 246,521,505.90

246,521,505.90 * 0.003% = 7,395.645 ≈ 7,396

Prize rewards and Gift cards

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Dinning Coupon: 1,000 * 12 times * 30 freshmen (30% of total sales rep.) = 360,000

Shopping Voucher/Parker pen: 2,000 * 12 times * 30 freshmen = 720,000

Spa package: 3,800 * 12 times * 30 freshmen = 1,368,000

Netbook: 10,000 * 12 times * 30 freshmen = 3,600,000

Reference Links:

http://www.marketeer.co.th/inside_detail.php?inside_id=4502www.officemate.co.thhttps://www.pantavanij.com/e_news/200902/procurement.asphttp://www.bangkokbiznews.com/home/detail/business/business/20091207/89737/%E0%B8%81%E0%B8%AA%E0%B8%B4%E0%B8%81%E0%B8%A3%E0%B9%84%E0%B8%97%E0%B8%A2%E0%B8%84%E0%B8%B2%E0%B8%94%E0%B8%81%E0%B8%A3%E0%B8%B0%E0%B8%94%E0%B8%B2%E0%B8%A9%E0%B8%96%E0%B9%88%E0%B8%B2%E0%B8%A2%E0%B9%80%E0%B8%AD%E0%B8%81%E0%B8%AA%E0%B8%B2%E0%B8%A3%E0%B8%9B%E0%B8%B5%E2%80%9953-%E0%B9%82%E0%B8%95-12-15.html

http://www.doubleapaper.com

http://bps.ops.moph.go.th/index.php?mod=bps&doc=5_1

http://th.wikipedia.org/wiki/ รายชื่��อจังหวัดในประเทศไทยเร�ยงตามจั�านวันประชื่ากร

http://th.wikipedia.org/wiki/ จังหวัดในประเทศไทยเร�ยงตามจั�านวันประชื่ากร

http://th.wikipedia.org/wiki/ รายชื่��อจังหวัดภาคใต�ของประเทศไทยเร�ยงตามควัามหนา

แน!นของประชื่ากร

http://th.wikipedia.org/wiki/ รายชื่��อจังหวัดในประเทศไทยเร�ยงตามจั�านวันประชื่ากร

http://www.google.co.th/search?hl=th&&sa=X&ei=hdZ1TLCHGs6ece-5iJ8G&ved=0CBQQBSgA&q=Samutsakorn+income+per+capita+482,544.&spell=1

service.nso.go.th/nso/g_data23/stat_23/toc_9/9.6-1.xls

http://service.nso.go.th/nso/nsopublish/BaseStat/basestat.html

http://www.dld.go.th/Link/gov3.html

http://www.idis.ru.ac.th/report/index.php?topic=469.0

http://service.nso.go.th/nso/nsopublish/service/survey/table_hotel45/whole-kingdom/t28.pdf

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http://www.nanosearch.co.th/nano2/SMF/index.php?topic=30.0