Sales Skill

1. Introduction

Infantino are an USA based company, seeking in entry though the UK market. Infantino is the award winning company. As the leading brand in USA, Infantino enjoying a high profile amonget parents and retailers market, for the specialist infant products, the infant accessories, carriers and toys.

Infantino decided to enter the UK market after logical marketing research. In the following report will investigate into the sales and selling opportunities for the product and how can Infantino approaching to the target market.

The definition of baby products market has a very small and clearly defined, consumer base on the babies under 2 years old, which has been shrinking over the past two decades as the birth rate has declined. Infantino choose this period to operate its marketing and sales strategy though the investigate according to the PEST Analysis, form the angle of political, economic, social and technological factors, evaluate the current infant products market situation in UK. Government help parents gain flexible work hour, while lessening financial burdens, in spite of the low rate of birth and the deferred of childbirth. Economic factors analysis, due to the domestic product gross and increase household disposable income, UK families show the strong purchasing power on the infant products.

In the second part, sales strategy is being recommended basic on the SWOT model, with the market position in the UK and competitor analysis, focus on the toy suppliers and specialist toy retailers. Marketing promotion methods are also being recommend in this part.

Sales management task and objects are being identify, in the following third part, than goes into the core theme of personal management adopt by the Infantino management team. Critically evaluate the problems of reward, morivating and control sales people wit combine with those theory. Then justify how to set up the sales territories.

In the last past of the study, how dose the new technology change the way slling is conducted is being evaluated. Understanding and acting on customer buying patterns further more could be the key advantage for Infantino website.

2. Marketing situation overview

2.1. PEST Analysis

PEST analysis stands for "Political, Economic, Social, and Technological analysis" and describes a framework of macroenvironmental factors used in environmental scanning. It is also referred to as the STEP, STEEP or PESTLE analysis (Political, Economic, Socio-cultural, Technological, Legal, Ethical).

It is a part of the external analysis when doing market research and gives a certain overview of the different macroenvironmental factors that the company has to take into consideration.

2.1.1. POLITICAL FACTORS

Face the growing recognition of the need to smooth the pressures of working and bringing up children, UK government enact some policies to help the family improve the situation, to have baby.

2.1.1.1. Government Help Parents Gain Flexible Work

In order to allow parents further freedom to balance work and family life, the UK Labour Government promised to encourage a more favourable attitude towards employers. That is the flexible working program.

2.1.1.2. Lessening Financial Burdens

Other government improve action include expanding child care places for 1.6 million children. Increasing maternity pay to Ј100 per week, as well as paid paternity leave, are also being proposed. The Labour Party also introducing a child trust fund for new babies. (Source: Consumer Trends Q3 2003, National Statistics)

2.2. Economic Factors

The ability of parents to support their children and to spend money is ultimately determined by macro-economic conditions. And it is delight to obtain the UK economy has performed well during most of the 1990s and into the 21st century. the growing number of older parents who have achieved higher incomelevels before starting their families

There have been 33 consecutive quarters of positive growth, 19 months of inflation below its 2.5% target, unemployment at 25-year lows and employment at record highs (Consumer Trends Q3 2004, National Statistics)

2.2.1. Gross Domestic Product

Gross domestic product (GDP) can be used as an approximate measure of levels of activity in the UK economy. In 2003, UK GDP at current prices was a provisional Ј1,100.46bn at current prices, a rise of 5.5% on 2002. Between 1999 and 2003, GDP increased steadily year-on-year, which contributed to high levels of consumer confidence and encouraged higher spending onnon-essential goods such as toys and games. (Source: British Toy and Hobby Association)

2.2.2. Increase Household Disposable Income

In 2002, average annual household disposable income in the UK was Ј11,928, an increase of 3.2% on 2001. Like GDP, household disposable income, which demonstrates how consumer spending has developed, grew each year between 1998 and 2002. Higher levels of disposable income indicate that consumers are more likely to spend money on discretionary items, such as games and hobbies, which is beneficial to the toys and games market. (Source: Business Monitor PA1003 -- Size Analysis of UK Businesses, National)

2.3. SOCIAL FACTORS

2.3.1. Birth Rates

A more competitive market towards all suppliers, since the birth rate is the most obvious influence on demand for baby accessories, carriers and toys. There has been a downward trend in births from 901,600, in 1971, to 700,200, in 2004. (Source: Population Trends Winter 2003, National Statistics)

2.3.2. Working Mothers

The growth number of working mothers has been an important influence on the accessories, carriers and toys market.

2.4. TECHNOLOGICAL FACTORS

Technological developments have been most fundamental in the baby accessories, carriers and toys sector. Since safety standards in the UK and are rigorously control, technology must pacing along all products in making sure the standards. Which will allows consumers to have a level of trust in the products available on the market

Although