Sales Management at Coles Supermarket Australia

Introduction

The term sales management is kind of sales procedure in which the sales manager particularly provide their focal point on using some practical techniques to manage the sales of the company. The management of sales is considered to be an important activity for any company because it helps the company to earn revenue which ultimately increases the productivity of the company (Irwin, 2008). In this report we will be discussing the sale management system of Cole Supermarket and will show the management of sales helps them in managing the other functions of the company like CRM, motivation and training process and much more to discuss. Based on the study we will also provide few recommendations which will help the company to make better its sales management process.

Company Profile-Coles Supermarket

Cole’s supermarket which is officially known as Coles Supermarkets Pvt Ltd is one of the biggest superstore sequence in Australia that is possessed by Wesfarmers and was established in the year 1914. The company is also known as one of the toughest supermarket chain functioning in Australia and ranked 4^th globally.  The company deals both through online as well as by running physical stores within Australia.  The main product and service ranges of Cole include:

·         Baby care items

·         Fruits and veggies

·         Milk Products

·         Coles Cellular phone

·         Gift cards

·         Liquor

·         Meat (businesses,Coles, 2016).

The company structure- Coles Supermarket

A proper management of the organizational structure helps a company to delegate the work based on the designation and profile.  A proper management of the organizational structure helps in defining in what manner the acts like the work distribution, harmonization along with monitoring and controlling in the direction of achieving the targets and objectives of a company (Tran, 2013). In the same manner the Coles Supermarket also follow a proper organizational structure in order to delegate the works properly. The company changes its structure with each one financial year of working so that they can do modifications so as to provide better customer and employee support each time. The organizational structure of Cole’s supermarket is given below:

 

(Tian, 2012)

Thus it can be depicted from the above given diagram that the head of the Coles Supermarket is its Managing Director who is responsible for allocating task to the junior executive. After the MD the second most important position is given to the HR managers who are responsible for pulling the talent from the global market. Taking into account the HR manager, Coles have in total 10 officials who altogether make up the organizational structure of the company including g the normal staffs also (Tran, 2013).

Sales strategies of the organization

An effective sales process can be referred to as a kind of strategy which helps the company in achieving its sales target with a fair amount of profit. Each and every company follows different sales strategies based on their functioning and also based on their sales targets.  For example, the sales strategy of the Coles is somewhat different that of Woolworths because their sales targets are different. In this section, we will be discussing the different sales strategies adopted by Coles Supermarket to achieve their monthly sales target (Knox, 2015).

 

Defining the target business sector- As per the head of the marketing team of Coles Supermarket, identifying and defining the target business is one of the initial and important steps which they think is important for Coles sales strategy. In this segment, they especially look on the target customer and identify their needs and preferences and based on that they sell out their product and services to the clients.

Determination of the outreach- The second important sales strategies of Coles Supermarket is focussed on to determining the actual outreach. This segment is particularly designed for the customers who buy through Coles online. The sales representatives of the Coles online after every single purchase cold called the customers from the data to take the feedback which helps the company in creating a good brand as well as well helps in earning revenue for the company.

Identification of the sales prospective- Checking the upcoming trend sales of a company is also considered to be as one of the important sales strategy which Coles apply in order to see the upcoming trends of the sales and based on that take the further approach.

Delivering goods on time- The Company Coles is known for its on delivery especially in the segment of its online based store. In order to have proper sale of the product as an important sales strategy for its online store, Coles always deliver the goods on time to its online customer.

Monitoring the whole sales process- This is the last sales strategy used by Coles and considered to be as the most important sales strategy apart from the above mentioned four strategies. This is because the evaluation of the whole sales process helps the company to identify its main faults which they rectify in the new sales strategy after completion of every months sales targets (Pourhosseini, 2013).

Targets of the Company-Coles Supermarket

The target segment of the Coles Supermarket is providing their focal point on the segregated populace of Australia those who needs their goods and services beneath one umbrella or which can also be said as less than one shop only. The customers of the Coles Supermarket are coming from every category ranging from the high-income earning people to low income earning people. Cole has got product range for all kind of targets. Thus from the discussion it can be said the target market of the Coles supermarket doesn’t depend on the age, caste or income, all are welcome there (Keith, 2012).

CRM-Coles Supermarket

The companies who directly deals with the customers, for them one of the most important work is to maintain a cordial relationship with the clients and for this company are using a strategy which is known as CRM or Customer Relationship Management. From some reports it has been identified that most of the Australians love to shop from Coles Supermarket and as a result, the company has got a huge market there. The Coles supermarket reported having one of the most widespread practices of customer relationship management within its functioning. In order to maintain the proper relationship with the customer's Coles have created different loyalty and rewards program for its customers. Apart from this, the company has created valuable savings in the gift cards like and loyalty agenda like FlyBuys and Coles MasterCard’s etc. The loyalty programs like FlyBus is a kind of JV among the Coles and between the NAB where they provide opportunity to the Coles customers to create their daily buying counts for more than 1000 rewards choices (McRae,Alissa , 2012). Apart from this for the online customers, they give huge discounts for every single purchase so as to retain a cordial relationship with its online clients also.

Key accounts of the company-Coles Supermarket

The key account of Coles Supermarket is a type of description that is focussed on to the creation of the sustainability reiterate buying from the contractors.

 (Dalley, 2016)

From the above given diagram it can be clearly noted that the key accounts of the Coles Supermarket has got four important phases which are:

Direct Sales- In this segment the company directly deals with the customers and no third party is required to deal with the customers as result it is considered to be as one of the key account of the company.

Developmental strategy- The developmental strategy is considered to be as the second important key accounts of the company because it helps in developing the overall strategies of the company based on which important decisions are accepted.

Looking for synergy- After directly dealing with the customers and developing company strategy the next key account of the Coles Supermarket is to looking for synergy for the overall development of the company.  In order to make a proper synergy, Coles have joined hands with National Australian Bank to provide the best loyalty programs to their customers.

Joint venture-As there are different products segments of Cole’s supermarket as result to provide the best drinking water to its customer the company have started a joint venture business with Yaru  to manufacture Australia’s primary native caned water (Dalley, 2016).

Recruitment and selection process – Coles Supermarket

The candidate requirement in Coles Supermarket varies because they operate into online and also into physical retail store but the recruitment and the selection process is same in both the cases.  The recruitment and the selection process have got four important stages which are described below:

 

 ( University,Australian Catholic, 2015)

It can be depicted from the above given diagram that the first process of the recruitment is giving advertisement via online and also via different Australian magazine about the vacant position. Second is, after selecting the right candidate from the ad giving them interview call so that they can come for them. After taking interview them starts the selection process which again have again got seven important steps. Following the selection process, the select the candidate and provide them the joining and the appointment letter based in the merit ( University,Australian Catholic, 2015).

Sales Forecast- Coles Supermarket

The sales of the Coles Supermarket under the category of eatable and alcohol segment had raised up to by 5.9% as recorded in the year 2015 to $7.5 billion has assisted by the starting up the Coles new shops as well as a continuous movement of refurbishment.  Taking into account the cost devaluation of two percent since the last years still Coles has managed to gain 4.9% increase in their daily sales which made the company as a big competition for other Australian retail companies. Concerning the main frustration in the Coles, sales was an 8.9 % fall in accommodation deals, which meanly comprises of the administration stations, to $1 .4 billion. In addition to this, the sudden decrease in the volume of the fuel costs along with augmented rivalry overshadows an expansion in the general store dealings of the Coles Supermarket (California, 2004).

Sales force assessment-Coles Supermarket

The sales force evaluation process of the Coles Supermarket undergoes through the following mentioned processes:

1.      The first sales force assessment process of the Coles supermarket mainly provides it focal point on the determination of the aspects which persuade the sales fore act of the company. This considered being as an important sales performance evaluation process because it help the management to identify the factors which will work as a positive stimulator for the company’s sales.

2.      Secondly the company also has got a training team particularly for the sales executive which work on to building up of the standards of the acts within the Coles functioning.

3.      Following the above mentioned two steps next is the comparison of the sales acts. This assessment process helps the marketing team of the Coles Supermarket to identify as well as helps them locating the actual profit earning capacity of the company. In addition to this it also helps in having an idea for the upcoming sales.

4.      After the third step the company provides its focal point on the performance check in which they mainly identify the errors and the mistakes and work on them to have a stronger sales process. This particular step helps the Coles Supermarket in building self-confidence in the sales representative who works as the main sales stimulator for the company.

5.      The last step is followed by the feedback assessment process in which Coles Supermarket takes the feedback from the client on the sales service and based on the feedback they worn on those feedback and also provide training to the sales representatives (Keith, 2012).

Training and motivation process-Coles Supermarket

Training and motivation plays a very pivotal role in engaging the employees to work for the betterment of the company as well as betterment for themselves. Coles Supermarket follows a training process in which they provide training to both the new comers as well as to the experienced employees. For the new comers they have designed special training modules in which the trainer teaches the employees on how to deal with the customers. As this is an industry which directly deals with the customers thus it is core activity to understand its customers and the products first. On the other hand the motivation works as training process for the senior executives which act as twin roles. In order to motivate the employees, Coles provides a quarterly appraisal based on the performance and also provide different awards based on the excellence of the employees.  Thus it can be depicted from the discussion that both the motivation and the training process work as a stimulator in Coles (California, 2004).

Conclusion

From the above done research study on the topic of sales management of Coles Supermarket it can be depicted that, Coles follows a simple yet proficient sales strategies which helps the company to attends its target every month. On the other hand it can also be depicted from the study that the recruitment process of the Coles also follows a very straight forwards process by which they are able to identify the best talent for their store. And in addition to this a proper training and motivation module also pays a very pivotal factor in shaping up the career of its sales representatives.

Recommendation

In order to have a better sales management procedure it will be important for the top management of the Coles Supermarket to make the sales leader as coach and mentors. This will help the sales representatives make a proper relationship with their TL which will work as a motivating factor also. Secondly, it will also be required for the sales management team of Coles to create their sales target more efficient so that the employees can easily achieve the monthly sales target which will add revenue for the company and will also work as a motivating factor for the employees.

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Race and Religion and Their Implication on Human Being Assignments

Race and religion have always been the most provocative virtues for human beings. People were born with the color of skin on which they have no control. Then people were given a name highlighting their religion. These create diversity among human beings. Often people forget that they were just human beings and create conflicts degrading the single race they could have identified with. Both of these cases need acceptances and tolerance.

Australia, the country’s glossy image today builds on some of the darkest secrets hidden underneath in its history. The country’s history did not start with the British colonization in the 18^th century but with the aboriginal people 50,000 years ago. Prior to the European colonization, there was a rich history of aboriginal people with hundreds of language and dialect spanning all corners of the Australian continent.

The two-part television drama based on Kate Greenville's Commonwealth Writers Prize-winning the book is excellent, courageous, confronting television drama needs to watch by every Australian. Just like the Oscar winning 2014 movie Twelve years of a slave, the drama attempts to find a heart-warming tale in the harshest time of Australian history.  The series depicts the conflicts between British settlers and the aboriginal people regarding the ownership of land around Hawkesbury River (Gradesaver.com. 2016).

The aboriginals are world’s oldest people who can offer different cultural learning, celebrating the vivid exchanges with any other culture. Australia is one of those countries in the world where a serious social, economic and health gap still remains between different race groups. People of this generation were not taught properly about the history of this country. The quality of good art challenges the cultural narratives regardless of any discomfort of its client. The series is as good as Grenville’s superb booker prize shortlisted novel.

The serious first two episodes depict the arrival of William Thornhill and his family in Australia where they try to start a new life following the misfortune they had in their native land England. From the very beginning, the series avoid sugar coating its characters as the scenes showed the white colonial people were treating natives like an animal. Their lands were forcefully snatched from them in order to established rum crops. Will settled a penal settlement with the natives and commented: "not like the blacks around here- they're too drunk to throw a spear".

One of the best qualities of this series is Grenville’s imagination of the 18^th century and the circumstances when a white European family such as, Thornhill and the local indigenous people met for the first time. The presentation in this adaption is extremely vivid and realistic. The series had not attempted to make any type of compromise in the depiction of the horrifying massacres upon which the nation was built. The brutality and the destruction are real. Here, the storytelling is entirely done through the Thornhill's point of view. The relation they made with land and its original inhabitants traumatizes the family. The serious started with a beautiful encounter between a white boy and a native aboriginal boy, the moment was as heart warming but gruesome ending shatters the audience's hearts.

Change is very hard for the people. People often decline to change and find different explanation to justify their orthodox views. Today people asked the same questions about what make a person racist. Rigby et al. (2011, p.151) said that racism is present in almost every country in the world; sadly, in Australia, it has a rich history of existence. The great white privilege accounts the proud of having a fairer skin. Instead of giving importance to human emotions, which make true human beings, the outlook justifies the personal and social characterisation of human beings.

There may be many debates and discussions about Australia's current race issues. Aboriginal people in the country are continued to feel misunderstood by the white Australian. The genocide they faced during the 18^th century has taken the verbal form of discrimination. A recent accusation was made against an Australian daily newspaper for publishing a cartoon depicting an aboriginal man being portrayed as poor and savage and taken into police custody. More or less this type of situation is not rare in Australia (Jonathan Pearlman, 2016).

Australia is a land of multiculturalism where people who emigrated from different countries having their children growing up together. These children are playing together, going to school together and learning to build a social structure where decimation would have no existence. This is falling apart outside the Sydney and another harbour area. Here the white supremacy is still present.  Even in 21st century, the use of ‘n’ word with other racial slurs is effectively used to discriminate people. Therefore, these people are called ‘Raciest’.  The stupidity of being racist has now taken a new form of ‘stereotyping’ of a certain race group by imitating their cultural values (Korff, 2016). An Indian is poor, an aboriginal is un-educated, a Mexican is rapist is some of the extreme views of stereotyping a certain culture. Actually, the question about the existence of white supremacist in Australia or any other country is invalid as one of the proven raciest man running as a presidential candidate in one of the world's most powerful country.

The easy does not focus on any judgemental view on single race and their treatment to other.  It highlights the current tension between different race groups in Australia following the airing of the television program, ‘The secret river’. The potential answer lies in the dialogue people have had about racism. Hamacher and Goldsmith (2013, p.137) criticized that the use of “Softly Softly” approach towards this situation failed in a miserable way to abolish racism from Australian society. Actually, it is the knowledge that most of the Australian people lacking about racism and stereotyping. In contrast, of this situation, ‘The secret river’ is the demand of its time. Having a judgemental point of view would be another form of racism. Restoring the virtues in people’s mind is the ultimate solution. As we see in the series before the rolling of end credit, Will watching a human figure in the dark following the massacre unable to figure out the skin colour (Gradesaver.com. 2016). 

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Impact of Employee Attitude on their Job Satisfaction Level

IMPACT OF EMPLOYEE Attitude on their Job Satisfaction

Employee attitudes typically reflect the moral of the company. Job satisfaction describes how employees feel satisfied on job leading to acting as a motivation to work. In areas of customer service and sales, happy employees are extremely important because they represent the company to the public. Satisfaction, however, is not linked solely to compensation. Sure, a raise or benefits will probably improve employee’s contentment, at least temporarily, but small, inexpensive changes can have a long-term impact.

       I.            INTRODUCTION

One of the most important objectives of the organization is to maximize employee performance so as to achieve goals (Butler & Rose 2011). In order to increase the organization’s performance and productivity, the organization needs to not only motivate the employees but also balance their psychologies. There are many factors that affect the level of satisfaction among employees, such as working conditions, career prospects, intrinsic aspects, salary, relationship between employees and employers and so on.

If the organization has not evaluated job satisfaction, the ultimate result could be poor performance, low productivity, and therefore, affecting the reputation of the organization. This research will discuss about the job satisfaction regarding to the factors affect the level of employee’s satisfaction and how significant to improve it among Australia employees.

1.      RESEARCH QUESTION

The research aims to answer there 3 questions below

Ø  What are the factors that determine the level of employees’ satisfaction?

Ø  Why is employee satisfaction important?

Ø  How to improve job satisfaction?

2.      RESEARCH PURPOSE

The key objective of the report in to ascertain the job satisfaction among Australian employees in general by these following points:

Ø  Identifying the background of job satisfactions

Ø  Identifying the elements of job satisfactions in Australia

Ø  Ascertaining the effect of job satisfaction

Ø  Suggesting the way to improve the job satisfaction

3.      LITERATURE REVIEW

                    i.            Concept and definition of job satisfaction

Since there are so many definitions of job satisfaction within the field of occupational and organizational psychology, the two most common concepts are, the pleasurable emotional state resulting from the appraisal of one’s job as achieving or facilitating the achievement of one’s job values (Locke, E.A, 1976); and the extent to which people like (satisfaction) or dislike (dissatisfaction) their jobs (Spector, P.E, 1997).

  Many researchers pursued different models to find the relationship between job satisfaction and its factors. There are some highlight models that create conceptual framework.

Evans and Laseau (1950) found the following factors affecting job satisfaction in order of preference: 1. Income, 2. Interesting, and important job, 3. Pride in company, 4. Fellow workers,5. Immediate boss, 6. Management,7. Working conditions, 8. Security, 9. Chance to get ahead,10. Benefit plants, 11. Safety and medical facilities.

Griffin & Bateman (1986) and Hackman & Oldman (1979) stated that job satisfaction as a cluster of positive and negative dispositions which are acquired and learned through experience, positive or negative attitudes based upon a person’s genetic inheritance, an outcome of an individual’s construction of his or her workplace reality, experience and mutuality of colleagues and supervisor’s evaluation.

Fredrick Herzberg (1959) found two-factor theory (or Motivator Hygiene Theory). This theory states that job satisfaction and dissatisfaction is a result of different factors – motivation and hygiene respectively. Motivational factors make employees want to perform well leading to satisfaction. On the other hand, hygiene factors include aspects of the working environment like working conditions, interpersonal matters, organizational policies and so on (Hackman & Oldham, 1966).

Marriner, Tomey (1996) declared that job satisfaction is the match between the employees interest with the company’s goals. Job satisfaction includes aspects like satisfaction with work, supervisor, work conditions, pay opportunities and practices in the organization. Luthan(1998) identify dimensions that are associated with job satisfaction, namely salaries, job promotion opportunities, supervision and co-workers.

                      

                iii.            level of job satisfaction among employees

According to 7810 respondents from their overall level of satisfaction with their current employment

The employees feel the most satisfied when having flexible to balance work and non-work commitments (5.67%) and having freedom to decide how to do their own work (5.66%). However, they feel most dissatisfied with the salary (4.79%)

On average, employees who worked in smaller enterprises with 5 to 19 employees reported higher levels of satisfaction with their current job (5.54) than employees who worked for medium sized (5.39) and larger enterprises (5.32). This is reflected in higher average satisfaction scores for all measured aspects of employment.

                iv.            importance of job satisfaction

According to 2003 Institute for Employment Studies research, employee commitment had a higher correlation to customer satisfaction than employee satisfaction. Indeed, employee commitment had double the impact of employee satisfaction on customers’ future spendingintentions: a one-point increase in employee commitment led to a monthly increase of $200,000in sales per store and reduced absenteeism. 

Furthermore, there are some different important things that satisfaction bringsback for both organizations and employees which are listed below:

      For Organization:

Ø  Enhance employee retention

Ø  Increase productivity.

Ø  Increase customer satisfaction

Ø  Reduce turnover, recruiting, and training costs.

Ø  Enhance customer satisfaction and loyalty.

Ø  More energetic employees.

Ø  Improve teamwork.

Ø  Higher quality products and/or services due to more competent, energized employees

      For Employees

Ø  Employee will care more about the quality of work which means increasing productivity

Ø  Employee will create and deliver superior value to the customer

Ø  Employee are more committed to the organization in the long run

                  v.            how to improve the job satisfaction

On Gretchen Rubin’s happiness project blog, author of The Happy Project, they are 13 steps that can improve the job satisfaction.

ü  Clear, Concise and Consistent Communication

ü  Getting to know your Employees and Create a team

ü  Training and other improvement Programs

ü  Empower employees across the company

ü  Making job rotation, job enlargement

ü  Fair compensation and Benefits

ü  Opportunity for promotion and career development

ü  Monitor performance and reward for contribution

ü  Provide regular and honest Feedback

ü  Build Corporate Culture

ü  Provide Best Equipment and Safe working conditions

ü  Use the IT efficiently

                vi.            conceptual framwork and development of hypothesis

The relationship between the three factors (e.g. organizational factors, environmental factors and personal factors) and job satisfaction. The more favourable each of them is, the more satisfied employees feel.

    II.            METHODOLOGY

1.      Data collection:

There are two different types of data that are used for the purpose of the research

Ø  Primary Data

The survey will be collected in form of questionnaire in this research; thus, it should be carefully constructed.

Ø  Secondary data

Website such as https://www.fwc.gov.au, some other pages are also used to search the data

2.      Research approach

Survey method is the most suitable to approach which includes research instrument, sampling plans.

 III.            DISCUSSION OF FINDINGS

The data collected would be interpreted to make it is easy to understand. The Follow statistical tools are used in this analysis:

ü  Percentage analysis

ü  Correlation coefficient

To figure out practically those number, SPSS will be used.

  IV.            SUMMARY

Job satisfaction has played an important role in every organization. All employees should feel satisfied with their job to contribute their best as well as engage longer with the business. Also, it will help to increase the motivation of employees to perform their jobs more perfectly and be able to achieve their goals; on the other hand, decreasing in attrition rates, absenteeism.

When the employees feel dissatisfied with the job, they might leave the organization, the employers have to incur lots of expenses such as: hiring new staff and training; advertising expenses, resource management expenses, loss of time and productivity, work inequality. As a result, general management and HRM should do some survey and provide consultants for employees to get closer with them so as to understand and improve the job satisfaction.

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