Sales Training and Development

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| Anum Fatima | Fareeha Saquib | Jahanzeb Nazar | Sami Iqbal |

Term Research Paper | Sales Management

Institute of Business Management

Institute of Business Management | Summer Semester2010 |Submitted to; Mr. Saeed ur Rehman |

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Acknowledgements

First and foremost, we would like to thank Almighty Allah who isthe Omnipotent , Omnipresent and Sustainer of the universeand who gave us strength and courage to complete this report.

Secondly, we would like to thank our parents who strengthen theirsupport to us throughout the course of this report. We would alsolike to thank Mr. Saeed-ur-Rehman who taught us with sincerityand devotion and who provided us the opportunity to gain aninsight of the Sales Management and Sales Strategies asemployed by the companies . He is really one of the best teachersavailable for the “Sales Management” course in IoBM .

We would also like to thank our group leader Mr. MuhammadAbdu Rehman, Senior Manager Technical of Fuji Film for hisgenerous co-operation and support.

Sincerely,

Anum Fatima (8998)

Fareeha Saquib (7773)

Jahanzaib Nazar (9381)

Sami Iqbal (8952)


SALES TRAINING AND DEVELOPMEN

T

FUJIFILM CORPORATION





LETTER OF TRANSMITTAL

6 th September, 2010

Mr. Saeed-ur- RehmanAsst. ProfessorSales ManagementIoBMKarachi

Dear Mr. Rehman:

SUBJECT: SUBMISSION AND SUMMARY OF TERM REPORTSUMMER2010

Here is the report that you asked us to prepare during the SalesManagement course. The report contains in detail the SalesTraining Processes employed in Fujifilm Pakistan . It alsocontains the detailed statistics of Fujifilm Group.

The report has been prepared to analyze the sales training effortsmade by Fujifilm; in addition the territory management is alsoanalyzed.

Thank You.

Sincerely,

Anum FatimaFareeha SaquibSami Iqbal

Jahanzeb Nazar






Contents

Fujifilm Group Vision...................................................................................................6Fujifilm Group Corporate Philosophy..........................................................................6

Fujifilm Group will steadfastly uphold its corporate philosophy,.............................6

Innovation...............................................................................................................7

Corporate Social Responsibility...............................................................................7

Fujifilm's Business Fields:.................................................................................................8

Product portfolio of Fujifilm........................................................................................9• Consumer Products...........................................................................................9• Business Products.............................................................................................9

Fujifilm Pakistan.......................................................................................................11

Sales Planning in Fujifilm Pakistan............................................................................12

Sales Budget............................................................................................................13

Sales Growth............................................................................................................14

Market Penetration Strategy.................................................................................14

Company Hierarchy at Fujifilm Pakistan...................................................................15

Territory division in Fujifilm Pakistan........................................................................16

Procedures of Sales Force Motivation.......................................................................16

Performance Evaluation of Sales Force.................................................................17

Territory Improvement.............................................................................................17

Size and Nature of Sales Force.................................................................................18

Sales Force Recruitment and Selection Procedures of Sales Force..........................18

Reason of Low-influx; of New-Employees in Sales Department:...............................18

How Sales Person Spends Time in Fujifilm............................................................19

Sales training:.......................................................................................................20

Formal Sales Training:...........................................................................................21

Professional Certified Courses............................................................................21

Class room training............................................................................................21

Informal Sales Training:.........................................................................................21






• Field coaching ...........................................................................................21

Coaching:..............................................................................................................21

Reasons of training sales personnel......................................................................22

Training and Development Procedures of Sales Force.............................................22

Who is trained and where is Training done? .................................................22

Who trains Sales Personnel?.................................................................................22

Nature of Training.................................................................................................23

Fujifilm’s formal sales training program:...............................................................23

Training of new recruits:.......................................................................................23

Training of Existing Employees.............................................................................23

Techniques Fujifilm Use to Train Sales Personnel..................................................24

Sales Training Methods ....................................................................................24

Sales Training Evaluation Method: .................................................................24

Conclusion ..............................................................................................................25

Recommendation.....................................................................................................25

References .............................................................................................................26






Fujifilm Group Vision

Anchored by an open, fair and clear corporate culture and with leading-edge,proprietary technologies, Fuji lm is de termined to remain a leading company byboldly taking up the challenge of developing new products and creating new value.

Fujifilm Group Corporate PhilosophyFujifilm Group will steadfastly uphold its corporate philosophy,

"We will use leading-edge, proprietary technologies to provide top-quality productsand services that contribute to the advancement of culture, science, technology and

industry, as well as improved health and environmental protection in society. Ouroverarching aim is to help enhance the quality of life of people worldwide."

CommitmentFujifilm is adapting and innovating — in their products, in the way they work, and intheir interaction with the world. They are embracing change and diversity tobecome a more effective force for a better future.

Fujifilm’s believes that in managing business, it is vital to overcome drastic changesin the business environment.

The basic requirement to continue as a going concern is for them to pursue andachieve their targets, and survive these drastic changes.

Total Number of Employees in Fujifilm Group:32,700 - As of March 31, 2010

(Total number of employees of FUJIFILM Corporation and its affiliates)

Customer Success

Fujifilm always had the firm belief of firstly optimizing what they had – you cannot usewhat you do not have – and then they identified they needs and wants of theircustomers, providing what was needed and doing it efficiently is what made Fujifilmwhat it is today. A multi-national enterprise with a multi-billion dollar business all builton the simple idea of keeping their customers satisfied. since we already know asuccess like this can never be achieved otherwise.






Excellence

The secret of Fujifilm’s over the roof success over the last 5 years has been theirimmaculate and unmistakable commitment towards their work and keeping it ethical,like they say ; “We will create an open, fair and clear workplace culture that allows us to

discern objective facts in a sincere and straightforward manner, make rationaldecisions, and continuously take on challenges with courage.”

Innovation

Starting from the capital of 40 billion yen, Fujifilm has not taken a step back frominnovation and taking risks, diversifying what they do into newer paradigms throughinnovation on wither existing technologies or creating new and better ones. Their list of products and business portfolio (as listed in this report) is a substantiating proof of that.

Corporate Social Responsibility The Fujifilm Group's Approach to CSR is to contribute to the sustainabledevelopment of society by putting into practice the Fujifilm Group's CorporatePhilosophy, and realizing its Vision through sincere and fair business activities.Fulfill economic and legal responsibilities, and respond to society's demands bycontributing as a corporate citizen to the development of culture and technology insociety and environmental preservation. Constantly reassess whether Fujifilm’sCSR activities are responding adequately to the demands and expectations of society and whether those activities are conducted properly through dialogue withFujifilm’s stakeholders including customers, shareholders, investors, employees,local communities, and business partners and to enhance corporate transparency

by actively disclosing information to fulfill Fujifilm’s accountability for their businessactivities.

Profitability

Aug.30,2010

• Fujifilm to enter into capital partnership with Japan Tissue Engineering,accelerating R&D of regenerative medicine materials to promotebusiness application

Aug.17,2010

• Fujifilm announces new 3D digital camera, FinePix REAL 3D W3.






Aug.16,2010

• Fujifilm's digital camera FinePix HS10 wins EISA "European Super ZoomCamera 2010-2011" Award.

Jul.28,2010

•

Fujifilm to further strengthen its business structure for U.S. medicalinformatics business, formalizing integration of two U.S. subsidiaries intoits U.S. medical sales subsidiary

Fujifilm's Business Fields:

The Fujifilm group has three operating segments: ImagingSolutions, Information Solutions and Document Solutions.






Product portfolio of Fujifilm

Fujifilm has two categories of products

• Consumer Products

Fujifilm serves people's needs through their diverse range of innovative products and services.Fujifilm are using progressive technology to improve the quality of life and nurtureenvironmental sustainability around the globe

Digital Camera’s3D Image ProductsFilms & Camera’sSupplies

• Business Products

Professionals in many fields, from medicine to printing, use Fujifilm productsto win satisfied customers and strengthen competitiveness. Fujifilm arespearheading the solutions that will drive tomorrow's industries.

• Medical Systems • Life Science Systems • Graphic Systems • Photofinishing Products • Motion Picture Films • Recording Media • Industrial Products


http://www.fujifilm.com/products/medical/

http://www.fujifilm.com/products/life_science_systems/

http://www.fujifilm.com/products/graphic_systems/

http://www.fujifilm.com/products/photofinishing/

http://www.fujifilm.com/products/motion_picture/

http://www.fujifilm.com/products/recording_media/

http://www.fujifilm.com/products/industrial_products/


http://www.fujifilm.com/products/medical/

http://www.fujifilm.com/products/life_science_systems/

http://www.fujifilm.com/products/graphic_systems/

http://www.fujifilm.com/products/photofinishing/

http://www.fujifilm.com/products/motion_picture/

http://www.fujifilm.com/products/recording_media/

http://www.fujifilm.com/products/industrial_products/




Market Share of FUJI Group in Different Areas of Business

Fujifilm PakistanFujifilm group opened their subsidiary in Pakistan in the year 1967.

Fujifilm Pakistan has following operating segments:

Photographic Film and Paper, Film Cameras, Digital Cameras, Digital Printers,Minilab Systems, Graphic Systems, Medical Systems, Motion Picture Films


Business Area Market Share

Photographic films 57%

Digital camera’s 29%

Medical systems 55%

Photofinishing products 29%

Industrial Products 20%

3D Image product 10%

Recording Media 15%





Major Competitor of Fujifilm in Pakistan

Business Of Fujifilm

Competitor

Photographic films and

paperKodak

Medical equipment Konica and Agfa

DigitalCamera’s

Sony, Casio,Kodak

photofinishing Kodak






Sales Planning in Fujifilm PakistanFujifilm makes sales plan based on client’s insight data. These clients are institutions orcompanies, Fujifilm basically help them to understand their own customers; identify theunderlying needs of those customers and fulfilling those needs and thereby making newbusiness creation and growth.






Sales Budget The sales budget of Fujifilm includes a combination of Advertisement, promotion andAdministrative expenses. It is the combination of both Sales and Marketing budgets.Marketing budget occupies a small proportion of the budget because Fujifilm has high-techproducts so they target their customers accordingly. The sales budget in Fujifilm variesaccording to the requirements.

The division of Sales Budget is as follows:

Above the line (ATL) -------- 15%It includes advertisements on electronic media and advertisements through Print Media.

Below the line -------- 40%It includes low level promotion activities like posters, banners etc

Administrative Budget -------- 45%

Sales GrowthFujifilm is the market leader in the photofinishing with a market share of 89%. And is themain producer of high-tech products such as medical equipments.

Below is the graph showing the growth rate of Pakistan’s population and Fujifilm’s marketgrowth rate per year.

Market Penetration Strategy The strategy which Fujifilm implemented to penetrate the market was lowering theprice of films. This step of Fujifilm attracted most of the customers of Kodak to Fuji.






And now Fuji has a greater market share than Kodak in every business. Fujifilmoffers more durability, reliability and excellence in the product that bounds itscustomers to it.

Even when the photofinishing business was facing huge losses, Fujifilm maintained

its breakeven point because of the quality of their service and price flexibility. Manyhospitals prefer Fujifilm’s equipments over any other brand mainly because theyoffer value added services and their sales rep’s are always ready for theircustomers and that’s how they have created customer loyalty and penetrated intoan entirely new market.

Company Hierarchy at Fujifilm Pakistan

Territory division in Fujifilm Pakistan

Procedures of Sales Force MotivationFujifilm motivates its sales force at different times by using different tools which ever maybe suitable according to the requirement and the level of sales force. Daily fuel charges andrepair & maintenance of the vehicle to the sales force is provided by Fujifilm. Also medical iscovered for Fujifilm workforce and they have a provident fund for their employees. Salesforce receives a bonus on meeting their sales target. They ensure that their employees aremotivated and better able to fulfill their familie’s needs so that they remain contented withtheir jobs, environment of the work place and therefore loyal with the organization,

If they are happy with their job the sales target of the organization become their personalgoals, and they work with more enthusiasm to bring in more Sales turnover for theorganization.

Following are the major tools used by Fujifilm to motivate its sales force.

➢ Give incentives on achievement of sales targets➢ Recommendations are given for promotions and increments on the basis of

performance➢ Achievable sales targets are set➢ On achievement of targets the sales person is given fringe benefits➢ Daily fuel charges, monthly maintenance charges are given






Performance Evaluation of Sales Force The performance evaluation is done by Fujifilm on the basis of following criteria:

➢ Skill improvement➢ Collaborative efforts➢ Team involvement➢ Individual performance➢ Leading abilities➢ Initiative taker➢ Follower and rules abider➢ Relationship with immediate bosses➢ Relationship with Organization➢ Relationship with clients➢ Product knowledge➢ Amount of new accounts

In case of failure of being up to the mark the sales force is given a warning and if noimprovement observed, they are laid off, as there is no short cut to achieving companygoals and a good sales force is of utmost importance in pursuing the company targets.

Territory ImprovementFor territory improvement, Fujifilm adopts a STRATEGY of making weak territories strong interms of overcoming the factors causing below- par performance regarding sales output.

The action plan employed by the company in order to make weak territories strong is:

➢ Firstly, they try to identify the reasons behind weak territory, which involvesanalyzing the sales force performance and relationships with clients.

➢ After, the above mentioned factors have been identified efforts are made toovercome it.

➢ They give special bonuses to the region who gives remarkable performance. Regions

or territories try their level best to perform remarkably throughout the year.








How Sales Person Spends Time in Fujifilm

How Sales Manager Spends Time in Fujifilm

Sales training:

Now talking about the field force specifically, since this is a very competitivemarket so obviously you need a fully fledged field force equipped with the skillsand knowledge about all the products of Fujifilm a specific category and alsothe competitor's products. Hence training of sales team is a crucial element inthe success of the Fujifilm. The training is conducted in two levels, one at thetime of induction and the other training is done during the tenure of the fieldforce after evaluating the performances.Sales training done in Fujifilm has to be strategically aligned with companies’mission and strategic policies.

Also; Fu jifilm has established a department for ‘Trainingand Development’, annually train their employeesaccording to the need - (thoroughly discussed in thisreport)






Formal Sales Training:Fujifilm do have a formally planned training program for certainemployees.

Professional Certified CoursesFujifilm wants to have competitive workforce that’s why they even sendtheir employees to get professional certified courses which are necessaryto increase their knowledge, competencies and skills.

Fujifilm also offers a day off to its employees if they are having exam.

Class room training

A whole week training session is held for the sales force annually todiscuss their performance in the fiscal year and the performance of the region. This session also introduces them to the new saleshandling techniques and makes them aware about the changes inworking and sales field environment






Informal Sales Training:Informal sales training also takes place in Fujifilm so that sales repprofessionally develops him on the field and by learning through theenvironment.

• Field coachingField training is also given to the sales rep of Fujifilm so that hegets experience of how to deal with a situation and how to handlecustomer’s objection. But a senior sales rep will always be therewith him on the field to guide him.

Coaching:Fuji’s employees are very co-operative. They guide the new recruit a lot. So a newsales rep gets instructions on the spot and knowledge about the product and howto improve performance and he gets a learning environment where his informaltraining takes place.






Reasons of training sales personnelReason why Fujifilm spend time and effort to train sales rep is because they belief that human asset requires investment too. Training tells them how to manage theirtime? how to go for after sales service and handling customer’s objection. Anothervery important reason of training sales persons is to make territories efficient.

Training and Development Procedures of Sales ForceWho is trained and where is Training done?

Sales managers at Fuji Film do train their sales force. Training is done at all levelsincluding the sales managers, executives and supervisors depending on the need.

Who trains Sales Personnel ? Technical training usually takes place in Fuji so the product manager usually trainssales personnel and demonstrate them the use of product and product handling.






Nature of TrainingIn Fujifilm mostly product-based training takes place. In case of advancement intechnology or product up gradation, they arrange a training session to make theirsales personnel aware of the changes. They mainly focus on product awarenessthat consists of product demonstration, product handling and competitiveanalysis of the product.

Fujifilm’s formal sales training program:• Skill based training is done after evaluating the performance.• In case of a technical training which is usually product-based, the training

program covers all the contents of the training, location where the training

will take place, duration of training and name of trainer.

Training of new recruits:In Fujifilm new people influx is low they hardly hire 2 or 3 people in salesdepartment per year. But they do train their new recruits through on the jobtraining and other professional courses. In this period they train them on how tohandle customer’s objection, brief them about the products and services offered byFujifilm. Then performances are evaluated of these new recruits and they getpermanent if they perform up to the mark.

Training of Existing EmployeesAs mentioned above, in Fujifilm departmental shifts of employees often takes placemainly because of technological advancements in products. Then an employee whohas been shifted to some other department will get training for the department andin this training he’ll be told about the other department’s product handling and

services. Training of existing employees also takes place when new products areintroduced and when economic condition changes and that affects the sales.






Techniques Fujifilm Use to Train Sales PersonnelIn Fujifilm following techniques are used for training its sales personnel.

• Lectures• Visual aids

Sales Training MethodsFuji film uses high-tech training methods such as video conferencing and computerassisted instructions. As headquarter of Fujifilm is in Japan, and instruction comesfrom Japan from video conferencing.

Sales Training Evaluation Method:In case of technical training a written test is conducted at the end of the trainingsession and then performance evaluation is done. Certificates then are allotted toonly those employees who clear the test that is strategically conducted by thetrainers of Fujifilm.






Conclusion Therefore it is safe to say that, in broader picture Fujifilm is a well organized multi-national firm with a well thought-out training and recruitment structure, founded oneither technological shifts or product development and diversifications. Fujifilmtakes in regard the significance of training schedules and implements that onregular bases especially when there is a need of new employee recruitments.Devising newer and efficient training procedures – as discussed in the above report- since an enterprise like Fujifilm is in constant flux of newer technologicalrequirements.In essence, Fujifilm – as far as we have observed in our assessment Fujifilm staysresponsible in what they do besides being smart, their keen eye on the long-termedgrowth of the company, emphasis on training and development of new and oldemployee-force, keeping them up-to-date and their persistent sales force

development.

RecommendationFujifilm has already have their work cut-out, above mentioned procedures andtactics have held along so far and in pioneering manner, however certainimprovements or rather minor changes might help them get over the commonchallenges they often face. Like, for starters inaugurating the concept of ‘soft-skill

training’, focusing this more on the technical-training as their focal-point.

Also, as we have observed the regional managers are diversified all across thecountry – for instance Pakistan – and under that works the sales force which alsocomplies with the ‘product-line managers’, the other route to their Salesmanagement other than Regional managers. This not only complicates theefficiency of the brand but also effects the productivity, some focus on rectifyingthese minor glitches can not only help the check and balance but also the efficiencyof sales force of Fujifilm as a whole.






References

Muhammad Abdur RehmanSenior Manager, TechnicalContact # (92-21) 453-5502-5Contact # (92-21)454-8192

Mr. Waqar Hasan KhanManager Medical Product

Contact # (92-21) 4533718Contact # (92-21) 4535502-5

Mr. Chen Wen KheongRegional Technical AdvisorContact # 6383-9933Contact # 6383-5666

Muhammad Abdur RehmanSenior Manager, TechnicalContact # (92-21) 453-5502-5Contact # (92-21)454-8192


Documents

Sales Training and Development