Introduction to Functional Budgets
The functional budgets are prepared for each function of the organization. These budgets are generally prepared for a period of one year and then broken down to each month. The following budgets are included in this category.
A Sales Budget depicts forecast of supposed sales in the future period [the period is well-defined] and it expressed in quantity of the product to be sold and the monetary value of the same. A Sales Budget might be ready according to the product, according to the territories/area/country, according to the customer group, according to the salesmen as well as according to the time such as quarter wise, weekly, month wise, etc. The following factors are taken into consideration when preparing a sales budget.
Ø Analysis of past sales: Analysis of sales for the last 5-10 years will give valuable information such as the long term trend, seasonal trends, cyclical fluctuations and appropriate information such as shift in demand, customer preference analysis, competition and other environmental factors. This information can be employed to predict the similarly future demand of the product.
Ø Estimates given by the sales staff: Sales staff of the business organization works in the field and therefore they know the market situation thoroughly. They have extremely close interaction with the market and are in a better position to identify the demand pattern and other such trends. Though, care is to be taken that the subjective element in the sales estimates provided through the sales staff should be eliminated to arrive at a realistic sales forecast.
Ø Market Potential Analysis: Marketing Research assists any business organization to collect the data concerning to markets, demand pattern, customer preferences, market potential and other issues such as economic factors and environmental factors. By this analysis, market potential can be worked out that will be used in the sales budget.
Ø Dependent Factor: Demand of a product is relies upon specific factors. For instance, the demand for petrol and diesel is depend on the number of vehicles plying although the roads. Analysis of such type of dependent factor will help to ready the sales forecast that can be used in the sales budget.
A business firm can make use of any of the above techniques or a combination of the above techniques to prepare sales forecast and incorporate similar in the sales budget.
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