Enterprise Sale Strategy

  • Credits: 5
  • Ending: Examination
  • Range: 2P + 2C
  • Semester: summer
  • Year: 1
  • Faculty of Business Economics with seat in Košice

Teachers

Included in study programs

Corporate Financial Management

Teaching results

Knowledge:
The aim of the course is to present knowledge about sales strategy as one of the functional strategies of the company. Clarify shopping behavior and approaches to the customer. Present knowledge about approaches to competitors, customers, and distributors. Justify the differentiation of sales strategies according to the product life cycle. To get acquainted with the essence of marketing cooperation and demonstrate approaches to optimizing and modeling the company's sales strategy.

Competence:
about functional strategies of the company with emphasis on marketing and sales strategy,
on approaches to competitors, suppliers, and customers,
on the differentiation of sales strategies in terms of product life cycle, strategies focused on marketing communication and distribution.

Skills:
in the areas of marketing cooperation and demonstrating approaches to optimizing and modeling the company's sales strategy,
preparation of documents for marketing communication tools,
to develop an advertising budget.

Indicative content

Lectures:
1. Introduction to the subject. Contents. Sequence of studies. Forms of study of the subject. Literature.
2. Basic starting points and approaches to sales strategy. The essence of the company's sales strategy. Marketing analyzes as a starting point for the company's sales strategy.
3. Marketing audit as a starting point for sales strategy. The process of creating and goals of the sales strategy. Classification of sales strategies.
4. Customer-focused sales strategies. Breakdown of customers by types of target markets. Customer buying behavior in the consumer market.
5. Purchasing behavior for customers in the markets. Customer-focused strategies. Placement strategy and customer relationship strategies.
6. Sales strategies focused on competitors. Strategy of the company’s approach to competition. Basic types of competitive sales strategies.
7. Specific types of competitive sales strategies.
8. Product-oriented sales strategies. Product and its characteristics. Product decision making.
9. New product and the process of its development. Sales strategies according to product life cycle stages.
10. Sales strategies focused on marketing communication. The essence of marketing communication within the sales strategy. Strategies of elements of marketing communication.
11. Other approaches to marketing communication strategy. Creation and evaluation of marketing communication strategy.
12. Sales strategies focused on distribution. Distribution channels, entities and their functions. Levels and trends of distribution routes. Decision-making on distribution channels. Distribution strategies.
13. Model of optimization of the company's sales strategy in the environment of perfect and imperfect competition.
Exercises:
1. Introductory exercise. Requirements for meeting the credit conditions.
2. Marketing analysis as a starting point for the company's sales strategy.
3. ABC analysis as a starting point for a company's marketing strategy
4. Types of purchasing behavior, consumer purchasing decisions and factors influencing consumer purchasing behavior.
5. Purchasing behavior of customers and intermediaries, the process of purchasing decisions.
6. Factors influencing purchasing behavior.
7. Future goals and current strategy of competitors, reaction profile of the competitor and intelligence system.
8. Full competition, incomplete competition, market structures and marketing strategies.
9. The threat of new competitors, rivalry between companies, business strength of customers and suppliers.
10. Marketing (competitive) strategies.
11. Sales strategies suitable for the product life cycle
12. The process of creating a communication strategy.
13. Optimization of the company's sales strategy in an environment of perfect and imperfect

Support literature

Elementary literature
1. FENDEKOVÁ, E. – FENDEK, M. 1997. Kvantitatívna analýza stavu konkurenčného prostredia v odvetví výroby nábytku v SR. – Ekonomický časopis – Journal of Economics, No 10 – Bratislava : Academic Press 1997.
2. MAJTÁN, Š. a kol. 2013. Odbytová stratégia. Prvé vydanie. Bratislava: Sprint 2 s.r.o., 2013, 280 s. ISBN 978-80-89393-92-3.
3. SCHMITT, Bernard H. Stratégia odvážnych. Ako v strategickom plánovaní využiť kreativitu a silu odvážnych nápadov. Bratislava : Eastone Books, 184 s. ISBN 9-78-80810-9121-6.
4. STINNET, B. 2004. Think Like Your Customer: A Winning Strategy to Maximize Sales by Understanding and Influencing. How and Why Your Customers Buy. New York, Chicago, San Francisco, Lisbon, London, Madrid, Mexico City, Milan, New Delhio, San Juan, Seoul, Singapore, Sydney, Toronto : McGraw Hill Books, 2004. 264 p. ISBN 0-07-144188-4.
5. SCOTT, David Meerman 2010. Nové pravidlá marketingu a PR. Bratislava : Eastone Books, 2010. 288 strán ISBN: 9788081091490
6. TRACY, Brian 1996. Advanced Selling Strategies : The Proven System of Sales Ideas, Methods, and Techniques Used by Top Salespeople Everywhere. New York, London, Toronto, Sydney, Tokyo Singapore : A Fireside Book – published by Simon & Schuster, 1996. 434 p. ISBN 0-684-82474-4.
7. VIESTOVÁ, K. 2004. Teória obchodu. Bratislava: Vydavateľstvo EKONÓM 2004. 237 s. ISBN 80-223-1913-8.
8. ZOLTNERS, Andris A. – SINHA, P. – LORIMER, S. 2009. Building a Winning Sales Force: Powerful Strategies for Driving High Performance. New York : AMACON, a division of American Manager Association, 486 p. ISBN 13-978-0-8114-1040-0. ISBN 10-00-8144-1040-5.
9. GRANČIČOVÁ, Katarína - HRUŠOVSKÁ, Dana - ŠTETKA, Peter. Odbytová stratégia : praktikum. Recenzenti: Štefan Majtán, Alena Tršťanská. 1. vydanie. Bratislava : Vydavateľstvo EKONÓM, 2018. 214 s. ISBN 978-80-225-4560-0.
10. LIBIAKOVÁ, Silvia. Odbytová stratégia vybraného podniku : diplomová práca. Školiteľ: Michal Pružinský. Košice, 2017. 74 s.
11. PRUŽINSKÝ, Michal. Miesto a význam predmetu Odbytová stratégia podniku študijného programu Finančné riadenie podniku v odbore Ekonomika a manažment podniku. In Podniková revue : vedecký časopis Podnikovohospodárskej fakulty Ekonomickej univerzity v Bratislave so sídlom v Košiciach. - Košice : Podnikovohospodárska fakulta EU so sídlom v Košiciach, 2012. ISSN 1335-9746, 2012, roč. 11, č. 27, s. 27-31.
12. GRANČIČOVÁ, Katarína et al. Odbytová stratégia : praktikum. Bratislava : Vydavateľstvo EKONÓM, 2008. 168 s. ISBN 978-80-225-2484-1.
Supplementary literature:
13. HEŘMAN, K. 1990. Marketing. Teorie a praxe. Pardubice : INPEX, 1990.
14. KOTTLER, P. 1997. Marketing management. Praha : Victoria Publishing, a. s. 1997
15. LABSKÁ, E. 1994. Marketingová komunikácia. Bratislava: ES EU, 1994.

Syllabus

Lectures: 1. Introduction to the subject. Contents. Sequence of studies. Forms of study of the subject. Literature. 2. Basic starting points and approaches to sales strategy. The essence of the company's sales strategy. Marketing analyzes as a starting point for the company's sales strategy. 3. Marketing audit as a starting point for sales strategy. The process of creating and goals of the sales strategy. Classification of sales strategies. 4. Customer-focused sales strategies. Breakdown of customers by types of target markets. Customer buying behavior in the consumer market. 5. Purchasing behavior for customers in the markets. Customer-focused strategies. Placement strategy and customer relationship strategies. 6. Sales strategies focused on competitors. Strategy of the company’s approach to competition. Basic types of competitive sales strategies. 7. Specific types of competitive sales strategies. 8. Product-oriented sales strategies. Product and its characteristics. Product decision making. 9. New product and the process of its development. Sales strategies according to product life cycle stages. 10. Sales strategies focused on marketing communication. The essence of marketing communication within the sales strategy. Strategies of elements of marketing communication. 11. Other approaches to marketing communication strategy. Creation and evaluation of marketing communication strategy. 12. Sales strategies focused on distribution. Distribution channels, entities and their functions. Levels and trends of distribution routes. Decision-making on distribution channels. Distribution strategies. 13. Model of optimization of the company's sales strategy in the environment of perfect and imperfect competition. Exercises: 1. Introductory exercise. Requirements for meeting the credit conditions. 2. Marketing analysis as a starting point for the company's sales strategy. 3. ABC analysis as a starting point for a company's marketing strategy 4. Types of purchasing behavior, consumer purchasing decisions and factors influencing consumer purchasing behavior. 5. Purchasing behavior of customers and intermediaries, the process of purchasing decisions. 6. Factors influencing purchasing behavior. 7. Future goals and current strategy of competitors, reaction profile of the competitor and intelligence system. 8. Full competition, incomplete competition, market structures and marketing strategies. 9. The threat of new competitors, rivalry between companies, business strength of customers and suppliers. 10. Marketing (competitive) strategies. 11. Sales strategies suitable for the product life cycle 12. The process of creating a communication strategy. 13. Optimization of the company's sales strategy in an environment of perfect and imperfect

Requirements to complete the course

Individual work, reports, written work, continuous tests, combined exam.
Continuous assessment: 40%
activity in exercises and continuous verification of knowledge - 10%
result of semester tests - 10%
evaluation of written semester work - 10%
evaluation of reports from 3 assigned control questions from lectures - 10%.
Result of the final combined exam: 60% (written exam and oral part of the exam).
Note:
The condition for taking the exam is uploading 3 reports of assigned control questions of lectures to individual student, examples from exercises and written semester work (project) into the platform moodle.euba.sk).

Student workload

participation in lectures and seminars - 52 hrs.
preparation for active forms of teaching - 18 hrs.
elaboration of 4 reports of assigned control questions of lectures, examples for exercises and written semester work – project - 18 hrs.
preparation for the continuous semester test - 10 hrs.
preparation for the final exam test and oral exam - 32 hrs.
Total: 130 hrs.

Language whose command is required to complete the course

Slovak

Date of approval: 15.02.2023

Date of the latest change: 24.01.2022