Observation

Few candidates attempted this question and the performance was poor. They could be because the question is apply one.

The expected responses are.

(a)        Reasons that could have accounted for Emeka’s inability to meet his sales target

1. Emekas’ relationship with the customers may not be good enough to retain customers.
2. Emekas’ company may not be offering after sales services or offer inadequate after sales services.
3. There may not be adequate promotional tools available to Emeka to perform his    duties/poor advertising medium.
4. Emekas’ company may be charging high price more than what competitors are charging.
5. Emekas’ company may not be offering product varieties.
6. Emeka may lack adequate logistics to perform his duties.
7. Consumers may have wrong/negative perception about the company’s products.
8. Lack of motivation on the part of Emeka himself could affect his performance.
9. Lack of concentration on the part of Emeka in performing his duties.
10. Inability of Emeka’s company to offer credit to customers.
11. The target set might be too high as a result may not be achieved.
12. Inadequate market knowledge of the market on the part of Emeka could also prevent him from achieving target.
13. Emekas’ company product may be of lower quality with those of competitors.      

            (b)        Promotional tools Emeka could use to stimulate sales of the company’s products

1. Emeka could offer free samples of the company’s products to prospective customers.
2. Coupons could be given to customers to be redeemed during their next purchase.
3. Emeka could introduce trade-in where buyers are offered a fixed discount in the price of a new product in exchange for an older one.
4. The company can introduce premium offers by increasing quantity of products to be sold at current prices.
5. The company could introduce quantity discount to encourage more sales.
6. The company can allow Emeka to offer credit sales especially to those who cannot make spot payment.
7. Buyers could be given the opportunity to buy two and get one free.
8. The company could sponsor events where buyers are promised of wining something if they buy a particular quantity of products.
9. The company could organise a road show to demonstrate the product with the intention of wining more buyers.