Decline in Sales in Lahore Region

Letterhead

Memo Report

Date    : 26 May, 2009

To        : Mr. Mamoon, Director Marketing

From    : Miss Kokaub Zia Bhatti, Manager Sales

Subject            : Decline in Sales in Lahore Region

1. Introduction

In response to your memo dated 4 April, 2009 to investigate and report on the reason for a sharp decline in sales in Lahore region. The report is complied on perfect data collected from the market.

2. Methodology

Four market teams surveyed Lahore region and collected data which was discussed everyday at evening for similarities or differences in the sales. The investigation was carried out by the expert sales staff having out satnding performance in their respective areas.

2. Findings

2.1  During the detailed investigation it is found that our company sales fell as we lack a comprehensive reporting system on market. The day-to-day change in market working is not processed, ignoring the customers’ needs and competitors selling behavior. The following are the main reasons for decline in sales.

2.1.1We focus on internal processing rather than on external issues

2.1.2Our advertisement and promotional activities are not market oriented and does not cover its market segment

·         Wholesalers and distributors demand more commissions to promote our products

·         Competitors are selling better quality products on low price

·         Staff needs training and development to respond market challenges.

·         Lack of motivation among staff members to work more than assigned duties.

·         I.T & IS are not supporting organizational needs

2.2

3. Recommendations and Conclusion

3.1 We need immediate change and detailed development in our market strategies to

       respond the external market and customers’ demands. The following are the

       recommendations to work immediately:

• Introduce organizational values among the staff
• Decentalise the powers to areas managers to become responsive to the change
• Improve quality and set competitive price
• Training and development of the managers and market staff

3.2    In the light of above recommendations and findings, we need to expedite change and set high standards of operations. The market is becoming more competitive and needs more developed and trained staff to meet this challenge.

Regards