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ASSIGNMENT 3

tO
Management
Lecturer: Nguyen Kim Thao

TOPIC: CHANGE
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mEMBERS
● Dam Quang Khai (s3926790)
● Nguyen Hoang Long (s3926951)
● Ho Nhat Quang (s3911739)
● Nguyen Phung Tuyet Nhi (s3891657)
● Huynh Le Bao Tran (s3914430)
● Le Nguyen Phuc Tuong (s3911745)
● Phan Nguyen Anh Tuan (s3885870)
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COMPANY CHOSEN

PARKSON
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TABLE OF CONTENT
01 bACKGROUND 05 Problem 2

02 Problem 1 06 Solution 2

03 Solution 1 07 Recommendation 2

04 Recommendation 1 08 CONCLUSION
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Company Background

current situation
 PARKSON

China Company background

● 123 department stores
Myanmar
● A total of 2.1 million square
meters of retail space are
Vietnam
available.

Malaysia ● Serving more than 100

(Parkson n.d.) million customers yearly.

Indonesia
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Ho Chi Minh
City's first
Parkson Parkson vietnam
store 2005

9 store in
Vietnam 2015
● 1 in Da Nang, 1 in Hai
Phong, 2 in Ho Chi
Minh city
NOw
● 300 well-known
worldwide fashion
brands are
(Parkson n.d.)
represented.
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Problem 1
Poor Employees Attitude
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PROBLEM 1 Employees disrespectful behaviors →Lose customers

Figure: Adopted from Tuoi Tre online (n.d.) Figure: Adopted from Facebook (n.d.)
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PROBLEM 1

● Employee behavior and attitude

have a direct impact on customer
psychology, which has an impact
on the business's success (Yoo &
Arnold n.d.).
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PROBLEM 1

● Job demand means physical,

social, or organizational aspects of
the job because it requires
employees to maintain physical
and psychological awareness
(Schaufeli & Taris n.d.).
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Solution
Change in people: The alteration of
employees attitudes, expectations, perceptions,
behaviors of individuals and groups (Nguyen
2021).

→ Implement employees attitude training

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solution

Not only does employees Investing the training programs is

attitudes affect other people important you can decrease the
positively but also increase the amount of time, money in order
productivity of company (Matt to rectify mistakes of their staff
n.d.). (Martinelli 2018).
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Recommendation
Explanation Program
Explain the negative Develop a training
effect of bad attitude program or hire HRM
agency

Supervise Encourage
Silently look at Give employees advice
employees’ attitude. to improve their
attitude
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Problem 2
Ineffectiveness of the “department
store” business model
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PROBLEM 2
Other malls Parkson

(Parkson, 2016)
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PROBLEM 2
The economy was severely impacted during the
Covid-19 in current situation, thus consumers:

- Spending less money on luxury items.

- Prioritizing the purchase of necessities such

as food and beverages.
(Kantar 2021)

→ Parkson'sfailure while focusing solely on premium brands

although the demand of Vietnamese customers at shopping
malls or one-stop-shops was increasing.
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PROBLEM 2

Organizations must adapt swiftly to external developments in

order to survive and flourish in today’s severe commercial rivalry
(Lakshmi & Rao 1998).
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Solution
Change in structure (business model)

According to Shruthi (2021), the department store model, which

Parkson was following, is failing.
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Solution
Disadvantages of department store model Advantages of the one-stop-shop moDel
(Business-marketing) (Mark 2021)
● Large investment of capital ● Convenience
● Limited number of customers ● Customer Loyalty
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Recommendation
APPLYING MANAGERS FUNCTIONS EFFECTIVELY

Top managers are responsible for making organizational choices

and setting objectives and strategies that influence the whole
company (Nguyen 2021).
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recommendation
Henri Fayol's process efficiency has been demonstrated through time
(Bacud 2020, p.162)

Organise control
Supervising to verify
Allocate physical, human, and that the job is of high
financial resources efficiently. quality

Plan Lead Achieve

Develop a specific Getting employees to The plan for
strategy for follow the plans of the changing the
implementing the new organization business model
business model. should be finished.
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Conclusion
Training Staff’s attitude Change business model
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References
Bacud, AS 2020, ‘Henri Fayol’s Principles of management and its effect to organizational leadership and governance’, Journal
of Critical Reviews, vol. 7, no.11, pp. 162-167.

Business-Marketing n.d., ‘Disadvantages Of Departmental Stores’, Business-Marketing, viewed 7 January 2022,

<https://marketinglord.blogspot.com/2012/06/disadvantages-of-departmental-stores.html?fbclid=IwAR0Mw95VYdq3x_g-
uMyQ6aL90qe7srDMFMKGD-_ZRunKCZr9Q4ppNhLnl6g>

Kantar 2021, Kantar Worldpanel Vietnam Insight Handbook, market report, Kantar WorldPanel, viewed 7 January 2022,
<https://www.kantarworldpanel.com/vn/news/Just-launched-Vietnam-Insight-Collection-2022>.

LADIGI Academy 2022, ‘Parkson là gì? Chi tiết về Parkson mới nhất 2021’ , LADIGI Academy, viewed 8 January 2022,
<https://ladigi.vn/parkson-la-gi-chi-tiet-ve-parkson-moi-nhat-2021>.

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https://go.gale.com/ps/anonymous?id=GALE%7CA493810909&sid=googleScholar&v=2.1&it=r&linkaccess=abs&issn=002516
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Mark, C 2021,‘Be a One-Stop Shop for Your Clients’, Investopedia, viewed 4 January 2022,
<https://www.investopedia.com/articles/financialcareers/07/multi-service.asp>.

Martinelli, K 2018, ‘The Consequences of a Lack of Training in the Workplace’, High Speed Training, viewed 9 January 2022,
<https://www.highspeedtraining.co.uk/hub/lack-of-training-in-the-workplace/>.

Matt, M n.d, ‘Employee attitude training’, Chron, viewed 9 January 2022, <https://smallbusiness.chron.com/employee-attitude-
training-2014.html>.

Nguyen, T 2021, ‘Managing Others’ PowerPoint slides, BUSM4185, RMIT University, Vietnam.

Parkson 2016, ‘Brands’, image, Parkson, viewed 5 January 2022,

<https://parkson.com.vn/v3/index.php/vi/?fbclid=IwAR3p0a_YwUT5eO7pagkIA9GrAlOip94IemEHHjovi58-dczKIQX8obtN_Ak>

Parkson n.d., ‘About Parkson’, Parkson, viewed 8 January 2022, <https://parkson.com.vn/v3/index.php/en/about-parkson-en>.

Parkson n.d., ‘Contact us’, Parkson, viewed 8 January 2022, <https://parkson.com.vn/v3/index.php/en/contact-us-en/15-news-

events-en/325-parkson-vietnam-kicks-off-the-renovation-project-for-parkson-saigon-tourist-plaza-in-2019>.
Schaufeli, B & Taris, T n.d, ‘Chapter 4 A Critical Review of the Job Demands-Resources Model: Implications for
Improving Work and Health’, Department of Social and Organizational Psychology.

Shruthi, N 2021, ‘Why are departmental stores failing’, Images Retail ME, viewed 5 January 2022,
<https://www.imagesretailme.com/analysis/why-are-department-stores-failing/>.

Yoo, J & Arnold, T 2016, ‘Frontline Employee Customer-Oriented Attitude in the Presence of Job Demands and
Resources: The Influence Upon Deep and Surface Acting’, Journal of Service Research, vol.19, p.102-117.