Sales Management Report for Emirates Airline
Assignment Brief
SALES MANAGEMENT
Introduction
This unit introduces students to the discipline of sales management for the 21st century. Changing dynamics between buyers and sellers, driven by the fast-paced evolution of e-commerce and globalisation, has led organisations to review and adapt their sales management approach in response to a customer driven culture.
This unit gives a comprehensive overview of sales management and equips students with the tools and knowledge they need to succeed in today’s increasingly complex and fast-paced sales environment.
Learning Outcomes
By the end of this unit a student will be able to:
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LO1 Demonstrate an understanding of the principles of sales management
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LO2 Evaluate the relative merits of how sales structures are organised, and recognise the importance of ’selling through others’
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LO3 Analyse and apply principles of successful selling
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LO4 Demonstrate an understanding of the finance of selling
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Submission Format |
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This submission will be in the form of an individual report. The recommended length of this submission is 4000–5000 words, although you will not be penalised for exceeding 5000 words. Where appropriate, learning theory and additional research must be used, and referenced according to the Harvard Referencing system. The work must include a bibliography for all referenced work using the Harvard referencing system. |
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Unit Learning Outcomes |
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LO1 Demonstrate an understanding of the principles of sales management LO2 Evaluate the relative merits of how sales structures are organised, and recognise the importance of ’selling through others’ LO3 Analyse and apply principles of successful selling LO4 Demonstrate an understanding of the finance of selling |
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Assignment Brief and Guidance |
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Scenario and Activity. You are a sales manager of your chosen company and an opportunity to be promoted to senior management has arisen. There is competition for this prestigious post so the directors have requested each applicant to produce a report to demonstrate their knowledge and understanding of the important areas as mentioned below. Within the report you must explain the key principles of sales management, especially in relation to the significance of sales planning, methods of selling, and sales reporting. It is important that the chosen company has B2C and B2B elements.Futhermore, provide an evaluation of how these principles of sales management will vary in response to consumer and business buying behaviour. Next is to consider the sales structure of the chosen company explaining with examples of direct sales and selling through others, how they reach their market which must include a critical evaluation of implementation of the sales structures such as by product, market and geography. Moreover, make sure that you have highlighted the importance and advantages of “selling through others”. In todays competitive sales environment it is critical for B2C & B2B sectors to build and manage customer relationships. By examining your company and the competition in that sector, critically analyse the key principles and techniques used for effective selling and repeat business. With the support of examples, explain how such techniques facilitate customer relationship management. Of course all successful sales organisations have a sales strategy. To appease the directors and improve your chance to being promoted you must explain how you will make the company more profitable, show the importance of developing sales strategies, incorporating account management, and how this fits in within the sales structures. Some organisations use their methods of finance to build a successful customer portfolio. By evaluating these for your company show how these give you a competitive edge and therefore more profit. Finally to get the promotion critically evaluate what you have learned so far and make recommendations to the directors on how the company’s sales structure could be changed to improve the business. You will need to choose a company the has a B2B department to complete this module. You can choose from one of the following industries. You must get your lecturers approval first.
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Sample Answer
Sales Management Report for Emirates Airline
Introduction
In the global aviation industry, sales management plays a central role in ensuring consistent revenue generation and customer retention. Emirates Airline, one of the world’s leading carriers, operates in both B2B and B2C markets. On one hand, it directly serves millions of passengers worldwide (B2C), while on the other, it maintains strong corporate partnerships with travel agencies, tour operators, and global distribution systems (B2B). This report critically analyses the key principles of sales management as applied to Emirates, evaluating its sales structures, selling techniques, and financial approaches, while suggesting ways to enhance profitability and long-term competitiveness.
Principles of Sales Management
Sales management encompasses planning, organizing, directing, and controlling a company’s sales operations. At Emirates, sales planning is vital due to the complexity of global operations and varying market demands. The airline uses data-driven forecasting to predict seasonal passenger flows, identify target markets, and allocate resources accordingly. For instance, Emirates adjusts its promotional efforts based on travel trends and regional holidays, ensuring consistent load factors year-round (Kotler & Keller, 2016).
Methods of selling at Emirates differ between its B2B and B2C divisions. For corporate clients and travel agencies, Emirates uses relationship-based selling, focusing on long-term partnerships through negotiated contracts and loyalty programs such as “Emirates Business Rewards.” For individual consumers, the airline employs consultative and online selling via its website and mobile app, supported by digital marketing campaigns that emphasise luxury, comfort, and connectivity.
Sales reporting at Emirates relies heavily on advanced CRM systems that track sales performance, customer feedback, and revenue per route. The sales team uses real-time analytics to identify underperforming markets and adjust strategies accordingly. This ensures accountability and transparency across its global sales network.
The principles of sales management vary between consumer and business markets. While B2C sales emphasise emotional appeal, convenience, and brand experience, B2B sales rely more on negotiations, customised packages, and relationship management. Emirates successfully integrates both, using premium branding to attract individual travellers while maintaining cost-efficiency and reliability to appeal to corporate clients.
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