Personal Selling In Marketing Strategy To Toyota Manufacturing UK

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Question :

BTEC Level 5 HND Diploma in Business (QCF)


Unit 20: Sales Planning and Operations

Unit code: Y/601/1261

QCF level: 5

Credit value: 15 credits Aim:

The aim of this unit is to provide learners with an understanding of sales planning, sales management, and the selling process, which can be applied in different markets and environments.

Unit abstract:

Understand the role of personal selling within the overall marketing strategy. Selling is a key part of any successful business, and most people will find that they need to use sales skills at some point in their working life – if only to persuade or win an argument. For anyone who is interested in sales as a professional career it pays to understand the basics of selling, to practice, and plan. This unit will introduce learners to the theory of selling and sales planning, and give them the opportunity to put their personal selling skills into practice. The unit starts with an overview of how personal selling fits within the overall marketing strategy for a business. Learners will be taken through the main stages of the selling process, and be expected to put them to use. Once they are confident about the selling process, learners will investigate the role and objectives of sales management. This is knowledge that can be applied to a wide range of organisations.

Programme Specification (Lecture Sequence)

Teaching technology

Session 1

Understand the role of personal selling within the overall marketing strategy

  • Explain promotion mix
  • Personal and impersonal communication
  • Objectives of promotional activity
  • Push-pull strategies
  • Integrating sales with other promotional activities
  • Evaluating promotion and allocation of promotion budget.
Assessment question for LO1. Assignment Brief; Discussion of the student handbook; Homework ; Course overview

Power Point Presentation

Group Discussion Class activity Questions

Session 2

Compare buyer behaviour and the decision making process in different situations
  • Examinewhatconsumerandorganisational purchase decision-making processes are
  • Influencesonconsumerpurchasebehaviour (personal, psychological, social)
  • Influences on organisational buyer behaviour (environmental, organisational, interpersonal, individual)
  • Importance and structure of the DMU (Decision Making Unit)
  • Decision-taker
  • Distinction between customers and users.
  • Ask student to recap last week
  • Homework given

Power Point Presentation

Group Discussion Class activity Questions

Session 3

Recap last week notes

Analyse the role of sales teams within marketing strategy
  • Definition and role of personal selling
  • Types of selling
  • Characteristics for personal selling
  • Product and competitor knowledge
  • Sales team responsibilities
Ask student to recap Lesson 2

Power Point Presentation

Group Discussion Class activity Questions

Session 4

To examine the principles of the selling process to a product or service
  • Customer-oriented approach
  • Objective setting
  • Preparation and rehearsal
  • Opening remarks
  • Techniques and personal presentation
  • Presentation
  • Product demonstration and use of visual aids. Activities:
  • Ask the class to recap Lesson 3
  • Discuss 2.1 of Assessment question for LO2

Power Point Presentation

Group Discussion Class activity Questions

Session 5

Carry out sales presentations for a product or service
  • Techniques and proposals for negotiation
  • Buying signals
  • Closing techniques
  • Post sale follow-up
  • Record keeping
  • Customer relationship marketing (CRM) Activities:
  • Ask the class to recap lesson 4
  • Discuss 2.1 and 2.2 of Assessment question for LO2

Power Point Presentation

Group Discussion Class activity Questions

Session 6

To understand the role and objectives of sales management and explain how sales strategies are developed in line with corporate objectives
  • Sales strategy
  • Setting sales objectives
  • Relationship of sales, marketing and corporate objectives
  • Importance of selling in the marketing plan
  • Marketing information for planning and decision making (sources and collection methods)
  • Role of sales forecasts in planning
  • Quantitative and qualitative sales forecasting techniques
  • Strategies for selling Activities:
Discuss Assessment question for LO3

Power Point Presentation

Group Discussion Class activity Questions

Session 7

Explain the importance of recruitment and selection Procedures
  • Recruitment and selection
  • Importance of selection
  • Job descriptions and person specifications
  • Sources of recruitment:
  • Interview preparation and techniques
  • Selection and appointment. Activities:
  • Ask Class Recap Lesson 6
  • Discuss Part 1&2 of Assessment question for LO3

Remind class that final submission will be next week.

Power Point Presentation

Group Discussion Class activity Questions

Session 8

Evaluate the role of motivation, remuneration and training in sales management
  • Motivation, remuneration and training
  • Motivation theory and practice
  • Team building
  • Financial incentives and non-financial incentives; salary and commission-based remuneration
  • Induction training; training on specific products; on-going training and continuous professional development (CPD); training methods;
  • Preparation of training programmes and the sales manual.
  • Ask Class Recap Week 7
  • Discuss Part 3 & 4 of Assessment question for LO

Power Point Presentation

Group Discussion Class activity Questions

Session 9

Explain how sales management organise sales activity and control sales output
  • Organisation and structure
  • Organisation of sales activities (by product, by customer, by customer type; by area);
  • Estimation and targeting of call frequency territory design; journey planning; allocation of workload; team building
  • Creating and maintaining effective working relationships; sales meetings; sales conferences.
Recap lesson 8

Power Point Presentation

Group Discussion Class activity Questions

Session 10

Explain the use of databases in effective sales management
  • Controlling sales output
  • Purpose and role of the sales budget
  • Performance standards: performance against targets (financial, volume, call-rate, conversion, pioneering)
  • Appraisals; self-development plans
  • Customer care.
  • Database management:
  • Importance of database building; sources of information; updating the database
  • Importance of ICT methods in database management; security of data; Data Protection Act.
  • Ask Class Recap Lesson 9
Discuss Part 3 & 4 of Assessment question for LO3

Power Point Presentation

Group Discussion Class activity Questions

Session 11

Recap last week notes

To develop a sales plan for a product or service
Sales settings:
  • sales channels (retailers, wholesalers,  distributors, agents multi-channel and online retailers)
  • Importance of market segmentation: business-to- business (BTB) selling
  • Industrial selling
  • Selling to public authorities
  • Selling for resale
  • Telesales
  • Sellingservices;pioneering;systemsselling; selling to project teams or groups
  • Ask class to recap Lesson 11 Case study of 2 companies

Power Point Presentation

Group Discussion Class activity Questions

Session 12

International selling:
  • Role of agents and distributors
  • Sources,selectionandappointmentof agents/distributors
  • Agency contracts
  • Training and motivating agents/distributors
  • Use of expatriate versus local sales personnel
  • Role, duties and characteristics of the export sales team
  • Cultural environments
  • The role of ICT in communicating with an international sales team
  • Ask class to recap Lesson 11 Final submission for LO4

Power Point Presentation

Group Discussion Class activity Questions

Learning Outcome 1
LO1 Understand the role of personal selling within the overall marketing strategy


AC 1.1

1.1 explain how personal selling supports the promotion mix

AC 1.2

1.2 compare buyer behaviour and the decision making
process in different situations

AC 1.3

1.3 analyse the role of sales teams within marketing strategy

Learning Outcome 2
Be able to apply the principles of the selling process to a product or service

Presentation Format

AC 2.1
2.1 prepare a sales presentation for a product or service
AC 2.2
2.2 carry out sales presentations for a product or service

Learning Outcome 3
Understand the role and objectives of sales management

AC 3.1
3.1 explain how sales strategies are developed in line with corporate objectives

AC 3.2

3.2 explain the importance of recruitment and selection procedures

AC 3.3

3.3 evaluate the role of motivation, remuneration and training in sales management

AC 3.4
3.4 explain how sales management organise sales activity and control sales output


AC 3.5

3.5 explain the use of databases in effective sales Management

Learning Outcome 4
Be able to plan sales activity for a product or service


AC 4.1
4.1 develop a sales plan for a product or service

4.2 investigate opportunities for selling internationally

4.3 investigate opportunities for using exhibitions or trade fairs.

Learning Outcome 1

Describe and explain the role of personal selling within the overall marketing strategy of an organisation of your choice Your answer must include the following learning outcomes:
  1. how personal selling supports the promotion mix and
  2. how buyer behaviour and the decision making process affects the organization and
  3. 1.3 to analyse the role of sales teams within marketing strategy of the organisation
Style: Report format
Report must have a clear structure showing the introduction, main body and conclusion
Word Count: 800

Learning Outcome 2

Students are required to do a presentation for 10 minutes:
To prepare a sales presentation for
Show More

Answer :


Executive Summary

 In order to run a business successfully in the present competitive business environment, it is crucial for businesses to carry out effective sales operations based on an appropriate sales planning. Hence, the present study focuses on assessing the role of personal selling in the marketing strategy to Toyota Manufacturing, UK. Further, it applies the principle of the selling process to Toyota Aygo. Besides, the role and aim of sales management of the management of the company The marketing. At the last part, a sales plan for Aygois developed for increasing its sales figure. 


A sale planning involves preparing a comprehensive plan for a particular product in order to increase overall productivity and profitability of the organisation. The purpose of the study is to the process of setting sales targets and strategies for the business and identifying the sets required to meeting the targets for Toyota Manufacturing UK. The present study put stress on analysing the role of personal selling within the marketing strategy of Toyota. Further, it develops a sales presentation for Aygo, as Toyota is facing issues to increase the sales figure of this product. 

Task 1: Understanding the function of personal selling within the general marketing strategy


The key purpose of the task is to understand the process of sales planning and sales management. This would help in identifying the impact of consumer behavior has on business organization and roles played by the sales team of Toyota manufacturing UK. The company is currently facing some issues related to planning an effective sales plan. Hence, the study focuses on identifying the role of personal selling within the general marketing strategy of the Toyota manufacturing UK, which was established in 1989. The study would explore the way personal selling influences promotional mix. Further the impact of customer behavior in the organization and the role of the sales team in the marketing strategy of the organization.  

1.1 The way in which personal selling supports the promotional mix

Promotional mix is one of the components of the marketing mix. It contains advertising, public relations, personal selling, direct marketing and sales promotion. The marketing team of any organization applies the promotional mix for achieving the strategic goals and objectives of the organization (Tuomikangas and Kaipia, 2014). Personal selling refers to the process of using individuals to sell the goods after carrying out a face-to-face meeting with customers. The sellers use their skill, attitude, appearance and product knowledge for promoting the products (Fenget al. 2010). As stated by Ivertet al. (2015), personal selling involves trying to search new customers and communicating with the existing customers about the products that meet their requirements. Besides, it also solves all the queries of the customers for increasing trust and reliability of the organization. Apart from that, it provides required services and supports to the customers during and after selling the product. Personal selling also includes sales meeting, sales presentation, and incentive program, sales training for conciliator sale persons, telemarketing, and samples.Thus, this aims at integrating sales by allocating budget relted to promotional activities wisely and effectively.

Promotional mix

Figure 1: Promotional mix

(Source: Ivertet al. 2015, p.281)

Hence, the sales persons of Toyota manufacturing, UK are concerned with various tactic related to personal selling, such as, they highlights the particular benefits of the cars that are much greater as compared to the cars manufactured by its key competitors. The company uses personal by the sales personnel of dealership, who involves promoting the cars personally to the latent buyers. They communicate directly with the customers and suggest the best product according to their needs. This enhances a positive relationship and thus, increases sales rate of the company (, 2017). It is clear that personal selling is one of the most crucial parts of promotional mix that helps to promote the products of an organization effectively and thus, to increase the overall sales rate and brand image.

1.2 Impact of consumer behaviour and decision-making on Toyota

Consumer behaviour refers to the process of the attitude and behaviour of the customers while buying any good. Anticipating the behaviour of potential customers helps an organization to devise and implement effective strategic plans aimed at exploiting the sales of its goods. Consumer behaviour is manly influenced by their psychologicalpersonal and social factors.Consumers usually make buying decision based on their personal requirement. Hence, the product must fulfil their needs and expectations in order to provide hem metal satisfaction. Moreover, the product should suit the social values of the customers in order to convince them for making buying decision (Hubneret al. 2013).

On the other hand, decision-making involves searching for information about a product regarding its quality, benefits, and price when a consumer thinks of buying it. It includes five steps are identifying needs, searching for information, analysing alternatives, buying decision-making and post-purchase manners. The decision-making behavior is influenced by their buying motives, interests, purchase occasion and buying moods (Estampeet al. 2013).

Hence, the consumer behaviour and decision-making of consumers for Toyota cars begin with the need of a car. After that, the consumers research on alterative of the car as per their personal behaviour and traits. Further, they choose a specific model of car and in the last stage of taking buying decision consumers take test drive before buying that car. While purchasing a vehicle, its attractiveness plays a crucial role that is considered by Toyota. Moreover, the company aims at offering an opportunity of exchanging the cars of its customers with a brand new Toyota (, 2017). 

1.3 Analysing the function of sales team within marketing strategy of Toyota

Sales team plays a crucial role in promoting and selling of products through gathering information on customer needs, current market trend and competitor intelligence. The team involves building database on customers, anticipating future needs, allocating stocks, maintain and modernizing sales records and report to the sales office (Fleischmann et al. 2015). Hence, for carrying out all the sales related activities efficiently, Toyota established a sales team of efficient sales persons, who will specifically focus on the sales of its products and service provision to the customers. 

Responsibilities of sales team-

The sales team of Toyota involves developing a helpful relationship with its customers through direct communication. The team listens to all the queries of the customers and solves them properly so that the customers can have a great experience with the company. The sales team searches for information regarding the needs and demands of the customers, competitive strategies of the competitive companies so that they can better develop a product that fulfil customers’ demand in a superior way. They are responsible for managing database regarding consumer-buying behaviour in order to anticipate the future buying decision of the customers. Further, it understands the budget and needs of the customers before suggesting them a specific model of car. Thus, the satisfied and happy customers of the company spreads positive brand image that increases the number of potential customers and eventually increases the sales and profit rate. Capturing value from the customers through personal selling facilitates in creating benefits and customer eminence by reviewing efforts of the marketing plan (, 2017). 

() stated that, modern ICT (information and communication technology) plays a significant role in developing effective communication within the members of a sales team. It helps them to interact with each other more effectively whenever they need. It improves the quality and utilisation of necessary information regarding sale strategy and product development process. 


It is found that business objectives can be attained by implementing an appropriate promotional mix. Besides, it is also identified that consumer behavior has a significant impact on the decision-making process of any organization in order to be competitive and success in the marketplace.  

Task 2: Applying principles of selling process to a product of Toyota manufacturing, UK

Toyoto Objective

Toyoto manufacturing history

Toyota manufacturing UK was set up in 1989. However, it is originated from the Japanese weaving industry when, first automatic loom of the world was developed by Sakichi Toyoda. Then, he gave those proceeds to his son for developing automotive technology in Toyoda. Thus, the car manufacturing company was developed and its name was changed to Toyota as a sign of a new business. The manufacturing plant of vehicles is located at Burnaston in Derbyshire. The first car of Toyota Carina E was rolled off the product line on 16 December 1992. Since then, the company kept manufacturing other automobile including Corolla, Auris and Avensis. One of its engine manufacturing plants is located at Deeside in north Wales (, 2017). 

2.1 Explaining the principles of selling process

Customer-oriented approach- Among various approaches followed by business firms while selling their products, the most effective approach is the customer-oriented approach, in which, companies place customer satisfaction at the centre while making business decisions. In this approach, salespersons focus on facilitating customers to fulfil their long-term wants and needs. Therefore, the management team aligns the staffs and organizational objectives with identifying and satisfying customers’ need in order to retain them for life Brynjolfssonet al. (2011). Hence, Toyota follows the following principles while selling any product.

Figure 1: principles of selling process

(Source: Brynjolfssonet al. 2011, p.1373)

Objective setting- According to McDonald and Wilson (2011), setting objectives is the first principle in which organizations set their objectives regarding the sales of a product, based on which, they decide budget for the selling process. Marketing team of Toyota set objectives before starting the selling process (, 2017). 

Preparation and rehearsal- Further, the company prepares its sales team by giving rehearsal on how the product is to be presented and promote to the customers (, 2017). 

Opening remarks- In the next stage, an opening statement is made by the salesperson at the very first meeting with the customer. Homburg et al. (2011) mentioned that the statement must be appealing and attractive to the customers.  

Personal presentation- Personal presentation is crucial for impressing the customers and convincing them to buy (Kowalkowski, 2011). Therefore, the salesperson must have the ability to identify the social style of the potential customer in order to give them the correct opinion.

Need for identification and simulation- Next appears the principle of identifying the customers who are perceived to buy the car, the company wants to sell. After identifying them, it is required to recognize their needs and suggesting them the best car, which satisfies those needs. 

Presentation- The next principle is considered as the most important step that is a presentation (Corner and Randall, 2011). In this stage, the benefits and features of the cars are presented to the customer that helps to convince them to make the purchase.

Handling and pre-empting objections- After the presentation, the customers may arise some objections those should be comforted by the salespersons. This helps customers to make their final buying decision. 

Closing technique- In this stage, customers make the purchase of cars and it is the responsibility of the sales team of Toyota to ask the consumers for commitment. The commitment can be a one-time buying or sign a five-year agreement.

Post saleFollow-up- This is the final stage of the selling process, where the company must agree upon activities such as a rebate or bonus and stay connected after the sale. It is crucial for retaining customers.

Customer relationship management- This is the most widely used model for managing communication with customers, sales prospects, and clients. Toyota uses technologies for synchronizing and automating its business process

2.2 Sales presentation for a product of Toyota manufacturing, UK

A sales presentation for Toyota Aygo is made (, 2017):


  • The Toyota Production System guarantees that the cars it provides are manufactured with an unfailing standard of quality.
  • The company manufactures automobiles products and serves in various countries.
  • It provides different types of cars with various features and styles.

Product classification

  • Toyota offers various ranges of cars that can be used for different purposes.
  • Some car ranges are Aygo, Yaris, Auris and so on. The Aygo is a city car sold in Europe. The name Aygo is taken from "I go" that signifies liberty and mobility.

Product features and benefits

  • The body styling of Aygo is vibrant, fresh, stylish and completely new. This includes a valiant front-x-face, spectacular yet mischievous lines and bold double top into five separate personalities comprising x, s-pure, x-play, x-clusive, and x-cite.
  • The design of Aygo is customizable that includes two outer styling packs that make it easier to customize the car.
  • The Aygo looks compact from the outside; however, it has ample space inside for four persons and their luggage. Moreover, the new suspension makes it driving smoothly even on a narrow road with full of turns.
  • The three-cylinder engine in the car declines internal friction and improves the breathing of the car engine, which makes it enjoyable to drive (, 2017).

Clients and business partners

The company has a significant number of customers, who have provided their review for Aygo, through which, the potential customers can make an idea about the benefits of the car.

Latest offers

  • Aygo x-press is available at £129 per month
  • Aygo x-play can be purchased at £109+vat per month

Support and maintenance

The huge maintenance ad support systems of Toyota are there for helping its customers fully. The company provides quick and high-quality services after sale.

Payment options

The payment is done in an organized way after the order for the car is placed. Moreover, a number of supply payment options are available.

Solving queries

If customers have any queries regarding Toyota, features, and usage of Aygo, then the sales team would solve them appropriately.


Some of the key principles of selling process include setting an objective and then make a plan accordingly and after final implementation, customer feedback must be taken for examining the effectiveness of the sales plan. Therefore, a sales plan for Toyota Aygo is developed for increasing its sales in the market.

Task 3: Understanding the role and objectives of sales management

3.1 Explaining how sales strategies are developed in line with corporate objectives

In order to achieve the optimum sales of a product, it is necessary to develop sales strategy considering specific corporate objectives. In the first step, the sales objectives must be set. For example, Toyota needs to set a target of increasing its market share through selling Aygo by 10%. Next, the price, promotion, and place need to be decided, based on which, a budget would be formulated. For making the appropriate decision, the manager must acquire and use information regarding demographic, preferences and demand of potential customers. For doing so, a survey can be conducted that may provide all necessary information regarding the market. Further, based on the information, appropriate strategy can be developed for selling. In this context. Forecasting sales is important for making the plan realistic and attainable(Johnston and Marshall, 2016). 

Therefore, being a car manufacturing company, Toyota's target people, who have the desire of buying cars. In terms of Aygo, Toyota mainly targets the young, dynamic and fun-loving customers. It prefers a number of customisation options to the buyer as per their preferences. For increasing sales of Aygo, a team of personal selling with highly knowledgeable young people would be hired.

3.2 Explaining the importance of recruitment and selection procedures

Recruitment and selection play a crucial role in achieving organisational objectives. As stated by Rushton et al. (2014), when an organisation recruits the correct people, provide them training and motivate them correctly, then they do not only facilitate to attain the best outcome but also become loyal to the firm and lie stay for long periods. For example, even if Toyota incorporates all the necessary technology, but does not have competent workforce then the technology would be of no use.

Anderson et al. (2015) pointed out the importance of recruitment and selection that would be helpful for Toyota. Therefore, for recruiting the correct people, Toyota must develop a job description along with a person specification for recruiting people for a particular post. Then, an interview session must be carried put for appointing the right people. The appropriate recruitment process helps in saving significant cost of a company considerably. If recruitment is done using correct process, then it may help in decreasing the turnover rate and increasing employee retention rate. Recruiting hardworking and dedicated individuals remain concerned with achieving organizational objectives. Loyal employees work hard for obtaining positive productivity and increasing sales in the firm.  Moreover, recruitment and selection also ensure that the company did not attempt any illegal means for selecting individuals. The company has not made any kind of discrimination based on sex, religion, race, disability of the employees. Thus, the firm can avoid legal issues.

3.3 Evaluating the role of motivation, remuneration, and training in sales management

Motivation, remuneration and training are three most important factors that determine the effectiveness of sales teams. As Toyota mainly focuses on personal selling for increasing sales of Aygo, hence, the salespersons must have an excellent communication skill, attractive personality, attitude and all knowledge regarding the product so that they can explain the product qualities and features appropriate to the customers. Therefore, employees need to be provided adequate training so that they can deal with each customer compassionately and resolve their queries effectively (Khodakarami and Chan, 2014.).

According to Johnstonand Marshall (2016), Maslow’s hierarchy of needs stipulates the requirement of motivation for enhancing performance quality of employees. Toyota needs to motivate it employees by carrying out regular meeting, performance appraisal and reward(financial or non-financial incentives) that may inspire them to provide their best performance in order to increase sales figures. Financial incentive includes bonus or salary increment. On the other hand, non-financial incentives comprise of promotion, cut working hour and ay more. Besides, the remuneration of the employees must be set based on their performance quality and eligibility, which helps in attaining better employee morale and satisfaction.Moreover, employees must be provided with ongoing training for their continuing professional development. This also increases their performance-quality and trustworthiness with the organisation. 

3.4 Explaining how sales management organize sales activity and control sales output

The sales manager of Toyota is responsible for organizing sales activity by setting sales target and managing sales result. In order to achieve the desirable target for Aygo, sales manager of the company needs to set a realistic sales target for the sales executive those can be achieved within the time. Khodakarami and Chan (2014) stated that, sales planning helps to identify the required resources for achieving sales target. Hence, the sales manager needs to develop a sales team thorough collaboration and maintain aneffective working relationship with the sales team and allocate them workloads as per their capabilities. Regular sales conferences and meetings related to sales performance and progress may help in increasing employee motivation to attain sales targets. 

Controlling sales output, include examining the sales budget. After achieving sales target, it is required to assess whether the sales objectives are attained within the allocate budget. Further, effective customer care service must be provided to the customers. To manage the sales output, appropriate post-sales service should be offered to the customers so that they remain attached to the company and spread positive word of mouth (Anderson et al. 2015). 

3.5 Explaining the use of databases in an effective sales management

Importance of data building- Database building and mangement in sales helps companies to record and store general information related to sales activities, customers, sales figure and market trend. This enables sales managers to recognize the weakness of the present sales strategy so that it can be modified accordingly (Rushton et al.2014).

In the database management system of Toyota, the ICT software plays a vital role. It manages the structure of particular data files, the connection between data files and data items, the way in which data are interrogated and the components of the database. While developing a new sales plan or strategies, all these data are thoroughly analysed for collecting necessary information regarding sales. It helps the sales manager to identify the present trend and anticipate the present trend of cars, based on which necessary decisions are made. Thus, the company can simulate the repeat purchase of the customers thorough using database control mechanisms (Johnston and Marshall, 2016). 

Task 4: Be able to plan sales activity for Toyota Aygo


The purpose of this task is to make a sales plan for Toyota Aygo and identifying the opportunities of selling the product internationally. In order to be successful in the competitive business world, it is crucial to develop the effective sales plan for improving sales figure of a company. This task involves preparing a sales plan for Toyota Aygo. Further, it identifies the opportunities exist in the international market for Aygo. Besides, it explores the opportunities of applying exhibitions or trade fairs for promoting and selling Aygo.  

4.1Developing a sales plan for Toyota Aygo

While developing a sales plan, companies must utilise effective sales channels like wholesalers, distributors or others. Further, market segmentation of customers based on their demographic, social and personal characteristics must be prepared. It helps companies to offer [articular products to articular customers that fit their requirements properly. It enhances customer satisfaction and organisational ales rate. In order to develop an appropriate sales plan for Aygo, the following steps should be followed (Fenget al. 2010):

Identifying market needs- It is the first step, where the company needs to identify the current market needs and trends based on which, the next steps would be taken.

Identifying target customers- Here, Toyota requires identifying the potential customers of Aygo. For Aygo, the company mainly targets the youngsters, who like to experience a fulfilled driving. After identifying them, the company starts developing communication with them in order to set the primary trustworthiness.

Pricing strategy- As the company targets young people for Aygo, therefore, Toyota adopted competitive pricing strategy for making it affordable for the customers. It may help the company to increase the sales figure considerably. 

Promotional strategy- The car can be promoted through social media marketing and advertisement campaigns.

Activities of the sales team- The sales team involves selling Aygo though personal selling. This may help them to make the relationship stronger with the customers that were developed in the previous stage. The sales team would convince the customers for purchasing or at least trying Aygo for once. 

Follow-up- To maintain the relationship with customers effectively, the company needs to provide effective services after selling cars. It will help them to retain the customers for life and obtain their loyalty toward the organization. As satisfied customers bring more customers, therefore, it will increase the potential sales of Aygo positively.

4.2 Investigating opportunities for selling internationally

Expanding business internationally has become essential for marketers in order to gain and maintain competitiveness in the same industry. In international markets, there is a huge demand for cost effective and stylish cars. Therefore, Toyota can sell its cars in other European countries targeting the young people. Moreover, it can expand its business in developing countries too. This is because the emerging economy of those countries may provide significant market and customers to Toyota. In this context, the company should create partnerships with the local parties of those countries so that it can sell Aygo in those countries effectively without facing in issues. Besides, this would help the firm to understand the culture and preferences of the customers and thus, build a strong customer base in overseas (Andersonet al. 2015) 

Rushton et al. (2014) stated that, in order to gain success in business in the international market, marketers should hire local sales personnel, as they can easily communicate with the customers of those countries and thus, can better explain the values of the product offered by a foreign company. It also helps to cope with different cultural environments effectively by understanding and satisfying the needs of the people of those regions.Thus, hiring local people for selling Aygo, Toyota may overcome the issues related to cultural sensitivity and increase sales rate significantly. Apart from that, Toyota is already a well-established brand. Hence, the strong brand image and value of the firm may provide Toyota with significant competitive advantage in international markets too by attracting a large number of customers. The company should include the modern information and communication technology for carrying out an effective communication with international sales team so that they can feel motivated and valued. This would help them to give their best performance and increase the overall productivity of the firm in global regions.

4.3 Investigating opportunities for using exhibitions or trade fairs

Exhibitions and trade fairs play a major role in promoting the business transfer of the contemporary technology and facilitate in upholding the nation and national industries. As stated by Johnston and Marshall (2016), the trade fair and exhibitions are mainly arranged for individuals, who have the interest in a specific industry. It is an excellent way for Toyota to endorse its products through exhibition and trade fairs, as here potential customers can see and touch the cars and they can solve their doubts instantly by asking questions to the sales executives. Trade fairs and exhibition appropriately fit the corporate objectives and strategy of the company. Here, the sales team obtains the opportunity of carrying out face-to-face communication with the potential customers and convincing them to buy the product. It helps companies to build a better relationship with its customers. In exhibitions and trade fairs, companies can represent their product in an attractive manner for grabbing customer attention. This also helps to measure the profile of customers that may help the firm to offer them products accordingly within their budgets.Thus, they can increase the revenues and profits. Hence, it may help Toyota to increase its number of customers, as exhibitions and trade fairs attract a huge crowd. Therefore, these would be the ultimate place for Toyota for promoting and selling Aygo.  


Hence, it can be seen that developing a winning sales plan is required to increase the sales figure of a product. Therefore, while making sales plan for Aygo, all the necessary factors are considered related to sales plan. It is important to have all the necessary knowledge regarding market condition so that best outcome can be achieved. 


At present market, business organisations try to find out a way of gaining and sustaining competitive position within the marketplace. This requires recognising and fulfilling the needs and expectation of the customers and developing a sales plan accordingly. Developing and implementing an appropriate sales plan helps companies to increase sales rate and overall profitability of the firm.