Sales Plan

4/5/2011 OAK Lining Ltd (Rhino Linings Ghana) Prepared by Business Development Team

Content 1. Executive summary

2. Situation analysis Swot analysis

3. Sales objectives

4. Sales strategy Market segmentation Targeting strategy Potential strategy

5. Implementation plan

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1. Executive Summary By focusing on our strengths, our client base, and new value priced products in the lining industry, we anticipate an increase in gross sales by 25% and profit by 30% in the first year of operations. Our keys to success are, in order of importance. Identify target market. Custom design products to meet clients needs. Specialized team to handle problems and investigations.

Rhino Linings Ghana will be dedicated to providing premium linings services that provide quality protection with value pricing. We will establish a successful partnership with our clients. Success will be measured by our ability to meet or exceed clients expectations of price, service and expertise. In order to implement our strategic goals, we will focus on developing the following tools. Knowledgeable -friendly sales team who can empathize with our customer's needs and circumstances especially in Automobile industry Products that will meet or exceed the expectations of our clients and that are affordable. Products and services that will be delivered on time.

This plan seeks to generate a significant increase in company sales and profits from the delivery of Lining products, project consulting, feasibility studies, and strategic analysis and reporting services. Our sales team strength will lie in the quality of our products and knowledge depth of our team members.

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2. Situation Analysis Rhino Linings has entered its first year of business. Marketing will be a key component for achieving sustainable profitability. Rhino Linings Ghana will offer specialized and customized lining services, concentrating on the industrial and automotive business niche. The sales team of the company has gained significant information about the market and is aware of the common attributes of the most prized and loyal customers. This information will be leveraged to better understand who we serve, their specific needs, and how our company can better communicate with our clients.

SWOT Analysis The following SWOT analysis captures the strengths and weaknesses we have identified as it pertains to the sales activity and describes the opportunities and threats that the team may face:

Strengths

In-depth industry knowledge. An efficient, comprehensive training program for employees. Extensive industry-specific network connections. Superior product. Superior technology. Durable product and ability to withstand varying climatic and environmental conditions. Competitive advantage with marketing variables such as cost. Product customization.

Weaknesses

Minimal publicity and advertising

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Opportunities

Participation within a growing industry. Emerging markets consistent with our product offering. Changing customer taste. Increasing government infrastructural projects. Increasing safety and environmental demands. Changing patterns to technological adaptation.

Threats

Competitors in the corrosion treatment, flooring and bed liner industry. Future competition from the support staff (Technical staff) franchise. Product misconceptions or lack of product knowledge

3. Sales objectives To extensively prospect our market, laying a solid foundation for sales to take off. To adopt prudent sales models to support the sales activity. Create integrated strategies to develop and expand existing sales and brand/product evolution. Maintain highest quality standards to avoid time and cost expenditures.

*Sales profitability and revenue will be researched into and reported accordingly .

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4. Sales Strategy Sales are the lifeblood of every business. Properly-planned and implemented strategies are key to the success, especially for technology based innovation businesses as the case is with our company. The business development team seeks to adopt a knowledge and skills based strategy which is intended to strengthen the sales force to achieve its planned sales targets. Our sales strategy will be built around six distinctive and strong pillars which in no particular order include;

Knowledge of our market. Knowing and identifying our market is as important as selling. The sales team will make it a priority to research and acquire in-depth knowledge of the market we will be operating in. Our knowledge of the market will enable us tailor our products to meet the specific needs of the market in question. Our sales knowledge. Knowledge of what we are engaged in daily is crucial to enable us improve by the day and close deals appropriately. When we build on our capacities to sell through specialised knowledge acquisition, then the selling activity becomes effective and hence the more business we bring to the table.

Our skills. An effective combination of our selling skills and our knowledge in selling is important for our quest to substantially capture more than half of the market share in the short term. Skills expansion as well as knowledge acquisition will enable the business development team improve significantly on selling.

Science. The effective combination of our knowledge, skills and our ability to analyse and to arrive at justifiable and optimal conclusions is vital for the sales department. How we forecast and plan to efficiently use the resources available to us is crucial in ensuring that waste is minimised and targets are met spot on.

Customer knowledge. Without them we are out of business. And for that matter, the customer is an integral part of the entire selling mechanism. They constitute the buyers and hence it is prudent to know them. Our knowledge of our customer or clients will
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enable the business development team build lasting relationships to ensure they are satisfied and will not hesitate recommending us by word of mouth to newer customers.

Our company. The benefits of working as a team in the same company cannot be over emphasised. Also, knowing our product is crucial. Working as a team will enable us work towards the achievement of a common desire as a functional unit and as a company. It is important to put the company first in all engagements ensuring that we build a strong reputation and a credible brand to make the sales effort a lot less stressful.

It is hoped that the integration of the above pillars will fortify our B2B and B2C sales effort and ensure that the set sales objectives are met in the short to long term. The diagram below illustrates our sales strategy.

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Market Segmentation The main type of segmentation strategies we will adopt will include; The product-user segmentation strategy and geographic segmentation strategy. The former segmentation strategy involves segmenting customers based on product usage or potential product usage while the latter refers to segmenting customers based on geographic area. Therefore based on our segmentation strategy, we have identified three broad segments with respect to the product user segmentation strategy thus; o Industrial users o Residential users o Automobile users Initially our geographic segmentation will focus on areas with both heavy and light industrial activities for which Tema, Accra, Takoradi and Kumasi qualify.

Targeting Strategy Two distinct targeting strategies will be adopted; o Differentiated marketing. This will involve going after our several market segments with offers tailored to each. o Target marketing. This strategy involves going after a small segment or subsegment with a tailored offer.

Potential Strategy We may however adopt these potential or better still alternative strategies to enable us achieve our objectives. o Differentiation strategy. This marketing strategy will involve differentiating our company from competitors by highlighting key variables our products posses such as price, quality, features, customer service and the like. o Differentiation Focus Strategy or Niche Strategy. This strategy will focus on a very distinct, usually small and overlooked market segment, and all marketing mix elements will be tailored specifically to this market segment.

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5. Implementation plan The business development unit will organise itself based on the segmentation approach adopted. The team will undertake working visits to geographic regions, assign team members to specific product lines and specific clients or to client types and to specific functions. The team will specify sales material required and its training needs. The team will designate members in charge of developing sales presentations and information coordination.

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