(Sales Planning & Sales Forecasting)

Department of Marketing
Bangkok University
MK329 by A. Treetip

Executive

Internal
External
Environment

summary
Market situation
SWOT Analysis
Objective
Marketing Strategies
Action Programs
Budgeting
Controls
MK329 by A. Treetip


Situation Analysis
Sales forecast
Objective
Action programs
Sales force
Training &

Recruitment

Quota

& Territory
Incentive system
Strategic sales
planning
Budgeting
Evaluation
Adjustment

MK329 by A. Treetip

Positioning

MK329 by A. Treetip

MK329 by A. Treetip

.
2-3

CRM

MK329 by A. Treetip

.
.

(Big ticket item)

MK329 by A. Treetip

(New
supplier)
(New product)

MK329 by A. Treetip

MK329 by A. Treetip


(Sales Forecasting)

MK329 by A. Treetip

10


(Sales Forecasting)

MK329 by A. Treetip

11


(Market Forecasting)
Market

Potential
Available Market
Served Market
Penetrated Market
MK329 by A. Treetip

12


(Sales Forecasting)

100%

(80%)

Available Market

10%

(60%) Served Market

Served Market

Penetrated Market

25%

Market Potential
MK329 by A. Treetip

13



(Shot - range forecast)
1

- 12

(Medium - range forecast)

1

- 2

(Long - range forecast)

2
MK329 by A. Treetip

14

MK329 by A. Treetip

15

(Key account)

MK329 by A. Treetip

16

MK329 by A. Treetip

17

MK329 by A. Treetip

18

MK329 by A. Treetip

19

MK329 by A. Treetip

20

,
,
MK329 by A. Treetip

21

MK329 by A. Treetip

22

(Delphi)

(Product

MK329 by A. Treetip

life cycle)
23

Life Cycle ( )

Build
Strategy
Increase market
share early in
life cycle.

MK329 by A. Treetip

24

Strategies: by Life Cycle

Hold
Strategy

Build
Strategy

Maintain market
share during
maturity.

MK329 by A. Treetip

25

Strategies: by Life Cycle

Harvest
Strategy

Hold
Strategy

Build
Strategy

Maximize cash
flow in late
maturity or
early decline.

MK329 by A. Treetip

26

Strategies: by Life Cycle

Hold
Strategy

Harvest
Strategy

Build
Strategy

Divest
Strategy
Withdraw
product when
in decline.

MK329 by A. Treetip

27

( )

MK329 by A. Treetip

28

1.
Ft+1

= X1 + X2 + X3 +..Xr-n+1
n

Ft = t
F = t + 1
X1 = t
n =
t+1

MK329 by A. Treetip

29


()
..

2535

2536

2537

2538

2539

150

100

130

110

170

..

2540

2541

2542

2543

2544

180

190

210

180

200

MK329 by A. Treetip

30

3 5
..
1
2
3
4
5
6
7
8
9
10

35
36
37
38
39
40
41
42
43
44

()
150
100
130
110
170
180
190
210
180
200

126.67
113.33
136.67
153.33
180.00
193.33
193.33

132.00
138.00
156.00
172.00
186.00

MK329 by A. Treetip

31

2.
1 1
2 2
3 3

= 150 * 1 = 150
= 100 * 2 = 200
= 130 * 3= 390
740
1 * 2 * 3
=6
740 / 6 = 123 ()
4 123

MK329 by A. Treetip

32

3.
^

Y = a + b (X)
^

Y =
a = y

b =
x =

n =

MK329 by A. Treetip

33

a =

=1

B =

=1
n

Xi Y
X

=1

MK329 by A. Treetip

34


(Trend)
(Seasonal)
(Cycle)
(Random)

MK329 by A. Treetip

35

()

MK329 by A. Treetip

36