Part A – Sales proposal For decades it has been said that the UK has one of the

Part A – Sales proposal
For decades it has been said that the UK has one of the most expensive ‘one the day
ticket’ railway prices in Europe (Times, 2017, Cachia, 2018, BBC News, 2019 and
Yanatma, 2023). With the cost-of-living crisis in the UK and prices soaring, rail ticket
prices are increasing by 5.9% in March 2023 (Sky News 2023). Some countries such as
Germany have previously introduced heavily discounted tickets for a set time, to get
people back to using the railway (Buchholz, 2022).
You currently work for a major UK rail company and have been tasked with producing a
sales proposal for a new cheaper on the day ticket trial for a chosen route of your choice.
Your proposal will need to include, but not limited to, the following…
• Identify the major train operator you work for, and the route chosen
• Careful consideration of the target market including consumer behaviour and
country analysis.
• Sales techniques to be used and why
• Critical competitor analysis within the current market and the need to
differentiate.
• Motivating techniques for the sales workforce
This part will be worth a total of 70 marks (3,000 words)
Part B – The Negotiation
You might have free reins with the sales proposal, but the major train operators’ directors
have already communicated with each other and have provided some terms and
conditions which you will need to negotiate. As part of your negotiation, you should ensure
that you provide valid and authentic justifications as to why you are negating as you are,
of which there should be scholarly based evidence also provided.
The terms and conditions are:
• No new trains will be leased or purchased for the route and there will no extra
carriages made available for extra seating
• A maximum of 100 on the day tickets will be available for each route in total.
• 75 tickets will be available for first class and 25 for standard class
• The new on the day ticket trial will not be marketed at all
• The current workforce for the train operator will have to cope with the new
demands, no overtime will be paid and no new staff with will be brought in.
This part will be worth a total of 30 marks (1,000 words)
Both the ‘parts’ will be written on the same document in which you will have 4,000 words
available to create your proposal and negotiation.