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Whilst the four Ps are traditionally thought of as Marketing elements, it is within the Sales function that they really come to life. In addition to these Account Management roles there are also a number of specialist roles within Sales. Category Development use the market research information provided by Marketing to create a 'sales rationale'. Below are external web links provided by Kraft Foods UK in relation to their business activities. Subscribe to our newsletter for current business news including lesson plans and activity ideas. If you learnt more about The vital role of Sales at Kraft Foods UK from this Kraft Foods UK case study, why not share it with others? This page and contents, ©2016 Business Case Studies, is intended to be viewed online and may not be printed. Bart King is the principal of New Growth Communications, a network of affiliated content producers and strategists serving clients in the emerging green economy. Get the latest personalized news, tools, and virtual media on a wide range of sustainable business topics in your inbox.

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The work of their Sales department or division is, therefore, crucial to the success of the business. The aim is to help customers to sell Kraft products and to ensure that sales figures meet not only Kraft's targets but customers' targets too. Category Planning ensures that sales targets are met by overseeing the promotional plans for each customer.
This is market and product knowledge that the Account Managerscan share with their customers to help them sell the product.

Kraft does this by ensuring that products are always available on retailers' shelves for consumers to purchase. Kraft strives to help customers meet increasingly demanding consumer needs in a highly competitive market place. This enables them to negotiate a deal with one key contact from each retail chain instead of with each store separately. The majority of Kraft's UK Sales force is based at the company's Head Office in Cheltenham. It also encourages consistency across all individual stores as they are co-ordinated by their Head Office.

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