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Swot Analysis Of Sales Force

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1) Utilize sale force: The sales people are no less than foot soldiers for a company, not only performing most of the leg (read: field) work that translates into sales revenue, but also representing the face of the company with customers and distributors. The information unknowingly gathered through up close and personal interactions with these important stakeholders can be a vital knowledge bank for marketing intelligence if tapped in time. The sales force is in a unique position to predict and identify upcoming changes in customer preferences or trends, market gaps, possible product line extensions, new market segments, etc. due to exposure to consumers. A company must train its sales force in the art of keen observation and debrief them …show more content…

Statistics gathered from POS terminals can be used to analyze the turnover and refund rates for the company’s products and that of competitors. Customer response to promotions can also be measured through stock reports maintained by retailers and distributors. Such information can help improve the quality of marketing intelligence gathered and enable deeper competitor/market share analysis.

3) Outsource to experts: Research experts can be hired to perform the function of gathering marketing intelligence. These individuals can act on behalf of the company in multiple ways – observe customers in the market place to assess pattern of purchasing behavior, evaluate retailers in action vis-à-vis promotion of own/competitors’ products, imperceptibly discuss the company’s/competitors’ products with customers, observe actions of sales force in the field, etc. Bloomingdale’s, for example, employs mystery shoppers to assess the performance of its sales …show more content…

These also collect data on market trends of many industries on a regular basis, which may be purchased as and when required to remain in touch with the market real time.

6) Access government data: The government regularly commissions and maintains a host of data resources pertaining to the demographics of the population. Analysis of these reports may aid the marketing function in effective formation of marketing strategy in line with changes in demographics most relevant to its target market. Growth in clusters of aging population in a particular region may help identify a potential market for a denture manufacturer for example – information that is readily available in census reports published by governmental

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