The role of sales planning in the management system of a construction and manufacturing enterprise

Abstract

The successful operation of construction and manufacturing companies requires the implementation of such a management function as sales planning, which allows, through certain mechanisms of goal setting and careful monitoring of their implementation, to achieve the desired development results for both individual organisations and the country's economy. The problem of improving the efficiency of planning the proper operation of construction enterprises is especially important for developing countries, which undoubtedly include Ukraine. Therefore, in order to improve their performance, our enterprises need to learn how to improve the work planning system, improve strategic and tactical development planning, and learn how to objectively assess the implementation of the measures taken. This paper develops a methodology for planning sales at a construction and manufacturing enterprise. Priority is given to identifying and thoroughly analysing the main indicators that affect the achievement of improvement of the sales planning system for an objective assessment. In the framework of this research, some selective target standards of the organisation's development were analysed in order to obtain all the necessary data for improving the overall development strategy of the enterprise. An active sales strategy was developed, which included certain changes in the structure and operation of the sales department, the introduction of the latest developments and the setting of certain tasks for the organisation's employees. The planned and actual expenses of the sales department were optimised. Particular attention is paid to motivating the work of commercial employees, which should combine the most effective methods of moral and material incentives. The article presents planned indicators of annual distribution of sales by managers, based on the analysis of sales of previous years and the specifics of the construction market. The indicator of total expenses of the sales department in relation to the planned indicator was introduced to enable a thorough control of performance results. The results of the presented study can be used to establish a sales planning system at construction and manufacturing enterprises.