Analysis of Sales Management Department

PRESENTED BY:

PRESENTED TO:

Sir. Ghulam Ahmad Ran

Group Members

Wajid Ali

3335

Haifa Saleem

3336

Nabita Ishtiaq

3353

Shakeel Aslam

3338

Rana Tassaduq

3316

Hassan Naseer

3328

Introduction
Pioneer manufacturer of electrical goods in Pakistan.
One of the oldest and amongst the leading Home Appliances
Manufacturer and Distributor in Pakistan.
The company has an annual turn over of Rs 30.3 billion.
It was established in 1956 in technical collaboration with M/s
AEG of
Germany.
In October 1978, the company was taken over by Saigol
Group of Companies.
Since its inception, the company has always been contributing
towards the advancement and development of the engineering

VISION
To excel in providing engineering goods and
services through continuousimprovement.

MISSION
To Provide quality products & services
to the complete satisfaction of our
customers and maximize returns for all
stakeholders through optimal use of
resources
To focus on personal development of
our Human Resource to meet future
challenges
Topromotegoodgovernance,corporat
evaluesanda safe
workingenvironment with a strong
sense of social responsibility

COMPANY OPERATIONS

Companys operations are divided into two divisions:

1) Power Division

2) Appliances Division

PEL Product Line

There are five main categories of products.
1) Refrigerator
2) Air Conditioner
3) Deep Freezers
4) Split
5) Washing Machines

PEL Product Line

DISTRIBUTION
TRANSFORMER
DRY TYPE TRANSFORMER

POWER TRANSFORMER

SWITCHGEAR
PMT
TRANSFORMER

PEL Company Structure

PEL is mainly consisted of seven departments and
these departments play an important role in the
success of the company, due to the fact that the
coordination
between
these
departments
is
excellent.
Finance department
Marketing department
Sales department
Trading department

Continue.
Consumer marketing department
Credit control department
Customer service department
Human resource management
department
Distributions department
Quality control department

SECTION 01

Importance of Selling For

PEL

Sales Department of PEL

And Its Importance
The main objective of the Sales department at
PEL is to implement marketing strategies in such
a manner that revenues are generated in order to
achieve set companys goals.
This department generally takes orders from the
market, gives information to the credit control
department. Area credit control department gives
information to the head office.
Head office discuss situation with the finance
department and then at last finance department
gives authority to area credit control department
to settle term and conditions with dealers.

Continue.
In PEL the sales department has a great
importance because it has developed a strong
dealer network in the market.
The dealers always try to sell the PEL products to
the customers because, the company for its
products, gives them a high margin.
The management of PEL has also authorized its
department to provide more incentives to their
dealers than their competitors.
With the hard work they have build strong
relationship with dealers thats why dealers are
very conscious about the PEL products and always

Continue.
Because of having an efficient sales
department PEL provides the after sale
service to customers which increases the
customers satisfaction.
The biggest strength of the department is
that it handles a complaint within 24
hours in any part of the country, that
helps in increasing the satisfaction level
of customers.

Sales Budget
In PEL budgeting for sales is done on the basis of
the performance of sales team during a fiscal
year.
Firstly, the Budget is prepared in HR Department
by each Manger of each section (Recruitment &
Selection, Training & Development, Performance
Management and Organizational Development)
and after that Head HR finalize the budget for the
approval of owner via Managing Director.
Objective of the company is measured in terms of
units sold during a fiscal year. To enhance the
sales of the company PEL always tries to enhance
the sales budget and to increase the value of

SECTION 02

Description of the
Sales Force in PEL

RECRUITMENT OF SALES FORCE

PEL is always very concerned about building up a
good sales force and this duty has been assigned to
HR department.
This department overseas the selection criteria for
sales people i.e. it sets different guide lines for
selection of sales people. After selection it also
offers
the training
to upgrade their skills.
This sales force then has to achieve certain targets
which were given to Regional Sales Manager of
each particular region by head office for all region.
And the RSM after giving targets to sales officers
also gives some incentives to sales officers to

DESCRIPTION OF SALES FORCE

The Sales Force of PEL is competent,
efficient, skilled and knowledge.
They always cooperate with the top
management in achieving of goals that
are assigned to them.
Selling team is well aware about the
companys objectives and is committed to
the development of the company.

Continue.
Top management of PEL delegates the
power to the subordinates for achieving
the selling and marketing objectives in a
specified time period.
So every manager has an authority to take
decisions to achieve the goals of company
and in this way they save the time and
react quickly.

SECTION 03

TRAINING PROGRAM FOR

SALE PEOPLE

TRAINING PROGRAM DETAILS

There is proper working in PEL HR department
named as Training and Development (T&D)
Section headed by Assistant Manager (T&D)
with assistance of 3 executive level
employees.
PEL has two types of employees in sales
department, one is at management level and
second is selling staff.
The source of training is performance
evaluation report of sales force in which
reporting officer mentions that either his

Continue.
After assessing the feedback given by the regional
sales officers, type of training program is finalized
and his/her learning program is aligned with
business objectives.
Such as Sales Forecasting program is aligned to
enhance the business of PEL automatically.
The Sales Forecasting program is integrated
with business objectives that sales will increase
the profit of PEL and it will also increase its share
value in market.
This makes sales force of PEL talented and their
competencies
increased
through
training

Continue.
They set the mind of their selling staff that
learning is activity that will also be favorable in
their own career.
Selling staff are given certificate after the
completion of training program which build their
career thats why they automatically take interest
in learning.
An agenda is finalized in which time period is
mentioned
and
implementation
is
made
accurately.
During the training program practical study case,
business games and critical incidents etc. are

Continue.
The training programs are designed according to
the level of employees and budget for training, also
the training programs have different methods for
implementation.
According to designed programs and budget
aspects trainers are hired and internal section do
the planning.
Most of the groups training is given in the
Auditorium of PEL and individual training are
given through external sources like LUMS, UMT
and foreign countries.
After the completion of the training employees are

SECTION 04

CUSTOMER PROFILE

Continue.
PEL is doing mass marketing which means its customers
are not limited to one county but all over the world.
The main target of PEL is Pakistani market. In Pakistan
the products of PEL are available to customers at every
city.
PEL in Pakistan has divided its customers into two
zones;

1) North Zone
2) South Zone

Continue.

NORTH ZONE

SOUTH ZONE

North Zone includes:-

South zone includes:

Punjab

Sind

KPK

Baluchistan

Continue.
REGIONS:
PEL has also divided its customers into different
regions and there are six regions of PEL in Pakistan.
They are:-
Karachi
Lahore
Multan
Gujranwala
Rawalpindi
Faislabad

POTENTIAL CUSTOMERS
PEL has captured a large number of customers in
Pakistani market because it has a strong dealers
network and the products are easily available
throughout Pakistan.
Now PEL has been planning for last two years to
take advantage of good relationship of Pakistani
government with India by rolling out its products in
Indian Punjab, a market larger than all of Pakistan.
Out of the 10 million units of refrigerators sold in
India annually, PEL is hopeful to capture at least
two to three millions units of the market, said PEL
Managing Director during a corporate briefing.

Continue.
Pakistans
second
largest
home
appliance
manufacturer has planned to introduce its product
to the customers of Indian Punjab and then
gradually spread to rest of the country.
PEL provide a quality product for its customers. It
is purely base on local demands and needs, and
sure that its products will be appreciated by that
people who are quality conscious in India also.
Internationally PEL has customers in a number of
countries for many years and it has captured a
healthy market share in those countries because of
the fact that customers admire the products
delivered by the PEL.

EXPORTING COUNTRIES
AFGHANISTAN
KINGDOM OF SAUDI
ARABIA
SWAZILAND
GREECE
KUWAIT
KAZAKHSTAN
BANGLADESH
YEMEN
NIGERIA
HUNGRY

SECTION 05

PERFORMANCE STANDARDS
&
COMPENSATION

PERFORMANCE STANDARDS
PEL Company makes the personnel movement to
place employees in positions where their
effectiveness is best utilized within the company.
This is achieved thorough proper matching of
skills, capabilities individual aspirations of current
employees against the current and potential
manpower needs of the company.
PEL encourages internal advancement for
employees while seniority is not necessarily a
factor in promotions.
The ability to perform required duties well is the
main consideration.

Continue.
All the companies have different standard for
performance appraisal. In PEL, Performance
Standards are set on the basis of numerical rating
form e.g.

4 = Outstanding
3 = Very Good
2 = Good
1 = Need Improvement
If need improvement then reporting officer will
recommend
for
employee
strength
and
development and will forward his request to HR
department then HR department will take the final
decision on those competencies of the employee.

Continue.
Training areas are defined by the reporting officer
and according to T&D department his schedule for
training is finalized.
Quarterly appraisals shows the employee status
and finally concerned authority recommend for
promotion or not.
Salary is increased on the basis of Profit Margin,
PEL criteria and policy, salary is finalized by HR
department.
It is also kept in mind that the 1, 2, 3 & 4 numeric
which show the rating of the employees appraisal
and at the time of increment of salary increment is

PERFORMANCE APPRAISAL
In PEL performance appraisal is recognized as an
important element of the jobs of managers,
supervisors and employees. It provides significant
help in meeting departmental and company
objectives.
Each sales person of PEL has annual targets, which
are measured with his or her standard targets to
compensate the employee on the basis of
performance.
Performance appraisal is totally based on sales
persons annual work performance. Also the sales
persons working on targets, as working on building
relationship with new dealer, there may be an

WHO CARRIED OUT THE APPRAISAL PROCESS

Usually, the line
responsible
for
appraisals.

managers
conducting

are primarily
performance

They must tell employee how they are doing and

make salary and training decisions.
Personnel managers can aid line managers by
providing information on how to use the
performance appraisal forms and by making sure
that the result of each appraisal becomes a part of
each employees records, readily available for
management decisions such as determining who
to promote.

RECOMMENDATIONS
To gain more competitive advantage over their
competitors, PEL has to work on their distribution
network.
The company must give more incentives to the
dealers so that they remain loyal to the company
and promote the products.
Introduction of seasonal schemes can help to boost
sales.
Refreshing courses should be adequate and more
frequent during the year.
When sales supervisor provide negative feedback

Continue.
There should
performance.

be

continuous

monitoring

of

When performance deviates from plans one does

not have to wait for the next periodic review to
correct it.
The supervisor and subordinate should discuss the
situation immediately so the corrective actions can
be taken at once in order to avoid the major
disasters.
Whether performance appraisal discussions are
held monthly, quarterly, annually appraise should

Continue.
Performance appraisal should be conducted in a
way that employee should not perceive it as a
fatigue or threat for there job but it should take it as
an opportunity to add or contribute more value in
work of the company.