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FINAL REPORT - Sales Management - Hoàng Kiều Vy - 205017993 - Ca 3
FINAL REPORT - Sales Management - Hoàng Kiều Vy - 205017993 - Ca 3
Class: A03E
First of all, I would like to thank lecturer Nguyen Tien Huy for your dedication to
teaching, imparting and reinforcing the knowledge of Sales Management in recent
days. While studying with you, I have gained many useful experiences and know how
to make a sales process. These are essential to me for future work development.
Despite my best efforts, I still have some shortcomings in the report. I look forward to
receiving comments and suggestions from you so that I can learn from experience for
future reports.
Sincerely thanks.
Table of Contents
I. ABOUT VINAMILK................................................................................................................5
1. General Information...........................................................................................5
6. Feedback..........................................................................................................11
2. Feedback..........................................................................................................15
1. Prospecting.......................................................................................................17
2. Preparation.......................................................................................................17
3. Approach..........................................................................................................18
4. Presentation......................................................................................................19
5. Handling object................................................................................................20
6. Closing.............................................................................................................20
7. Follow up.........................................................................................................21
8. Feedback..........................................................................................................21
1. General Targets................................................................................................22
2. Feedback..........................................................................................................22
V. SALES BUDGET...................................................................................................................23
2. Feedback..........................................................................................................23
VI. SALES STAFF RECRUITMENT......................................................................25
1. Personal recruiting...........................................................................................25
4. Feedback..........................................................................................................26
2. Training process...............................................................................................28
4. Feedback..........................................................................................................29
VIII. MOTIVATION................................................................................................31
1. Total salary......................................................................................................31
2. Bonus...............................................................................................................31
4. Team building..................................................................................................31
5. Talent Cultivation............................................................................................32
6. Feedback..........................................................................................................32
IX. EVALUATION...................................................................................................33
3. Classification...................................................................................................36
4. Feedback..........................................................................................................36
Bibliography..................................................................................................................38
I. ABOUT VINAMILK
1. General Information
“Becoming the leading symbol of trust in Vietnam about nutrition and health
products serving human life”
Vision: To become a world-class icon in the food and beverage industry, where
everyone places their trust in safe and nutritious products.
Mision: Bringing to the community the most valuable source of nutrition with
all respect, love and responsibility for life.
4.3. Physolophy
Continuously develop production, trade and service activities in the fields of business
activities in order to:
o Maximize benefits and enhance the value of the Company
in harmony with the interests of Shareholders.
o Constantly improving the life, income and working
environment of employees.
o Ensuring the interests of other stakeholders towards
Sustainable and Responsible Development..
Vinamilk has developed product strategy very successfully, not only meet the needs
of customers also helping the company earn a lot of profits.
Vinamilk regularly has attractive promotions and incentives for customers, to show
gratitude to loyal customers and to bring Vinamilk's products to every Vietnamese.
Customers will receive information about promotions via gmail and sms
Nutrition consulting
The aim of meeting the legitimate needs of consumers is to seek the advice of experts
in nutrition, in order to get the most suitable diet, bring health and happiness to the
family, contribute to improving the quality of life. high quality of life. Customers will
have all their questions answered by nutritionists when asking questions on Vinamilk's
website.
6. Feedback
6.1. Advantage
Although Covid-19 caused many difficulties for businesses, for dairy companies this
is a factor that helps improve profit margins. Vinamilk recorded a growth of 3% in
revenue and 8% in profit after the first 9 months of 2020. Currently, Vinamilk has
determined a long-term strategy and orientation on a new business model. The brand
maintains the No. 1 position in the Vietnamese market and aims to become one of the
30 largest dairy companies in the world.
Vinamilk milk brand has almost spread across all provinces and cities in Vietnam. In
addition, with optimal quality, Vinamilk's products are also exported to foreign
markets. With a wide network, Vinamilk dairy products are always well received by
consumers. As a result, strategies for launching new products and promoting images
are also more effective. Currently, not only present in supermarkets, convenience
stores, markets, etc. Vinamilk's products are also traded online on e-commerce sites.
Product quality
With the strict 3rd principle: "no chemicals, no genetically modified ingredients, no
growth hormones", Vinamilk dairy farm produces a source of natural, delicious fresh
milk. pure.
6.2. Disadvantage
Vinamilk's biggest weakness is that most of the raw materials are imported from
abroad. The brand has not been able to be self-sufficient in domestic raw materials.
While consumer demand is increasing, domestic materials only meet 30% of
production needs, the remaining 70% are mainly imported from Europe.
This has had a significant impact on the revenue and profit of the brand. Especially
when the world is affected by the economic crisis, the price of input materials
increases, causing the inflation rate in Vietnam to increase and profits to decrease.
Currently, consumers tend to use imported powdered milk higher than domestically
produced powdered milk. In addition, the market appears more and more foreign milk
brands imported from Europe, so Vinamilk's powdered milk market share, which holds
a monopoly position, tends to decline.
6.3. Contribute:
The General Meeting of Shareholders will have the right to decide on the business plan
and the task of ensuring production based on the development orientation of the
company. In addition, the general meeting of shareholders can also decide to amend or
supplement the charter capital of the company.
Some other powers of the Shareholders' Council are to elect or remove or dismiss
members of the Board of Directors and Supervisory Board or decide to dissolve or
reorganize the company.
Administrative Council:
Since 2015, the highest position of Vinamilk has been held by Ms. Le Thi Bang Tam,
however, in April 2022, Mr. Nguyen Hanh Phuc officially became the new Chairman
of the Board of Directors for the 2022 term. to 2026 in place of Ms. Le Thi Bang Tam.
Her wise strategies and decisions have helped Vinamilk continuously invest, improve,
and bring many quality products to domestic consumers. At the same time, the
company's export and international business also achieved many impressive
achievements.
Control Board:
The Supervisory Board has the function and task to check the legitimacy, rationality,
honesty, and level of caution in the process of managing and operating business
activities. Inspection and supervision activities include accounting, statistics and
financial reporting to ensure the legitimate interests of shareholders. In particular, this
unit will operate independently from the board of directors and the board of directors.
2. Feedback
Advantage Disadvantage
Vinamilk's sales staff and market development staff will search for buyers (through
agents, retailers, supermarkets) in areas with potential for product development, areas
where the company's products have not yet entered the market.
At the same time, throughout this process, the market development staff is also
responsible for finding target customers and buyers in the area who are in need of
accessing the company's products.
2. Preparation
Group of individual customers: Consumers who have the need to buy and are
willing to pay to buy milk, especially fathers and mothers with children under
15 years old to help the child's development be better. Therefore, the demand
for milk at this stage is much higher than in other periods. This group of
customers has a relatively diverse product demand and accounts for a high
proportion.
Organizational customer group: Distributors, wholesalers, retailers, shops,
supermarkets... wishing and willing to distribute the Company's products. This
is a group that has requirements for discounts, sales bonuses, orders on
schedule... related to product distribution.
In addition to the two main target customer groups, Vinamilk's other product lines are
also suitable for all ages.
Distribution System:
Vinamilk has 243 distributors, 212,000 retail outlets, present in 1,609 large and
small supermarkets and more than 575 convenience stores nationwide.
Not only that, Vinamilk also cooperates with foreign enterprises to distribute
Vinamilk's products to international markets such as: Middle East, Cambodia,
Maldives, Philippines,. Now, Vinamilk products appearing in over 40 countries.
Besides that, in order to best serve customers, Vinamilk also sells online
through 13 E-Commerce Partners, Vinamilk E-shop giacmosuaviet.com and the
Online shopping app "Giac Mo Sua Viet".
3. Approach
PR: Vinamilk has promoted products to consumers through many media: television,
magazines, posters.. .on websites, social networks. Help bring timely and general
information about the product to customers, partly orienting customers to better
understand the product. Vinamilk is the leading dairy processing factory in Vietnam,
prestige and brand image are two important factors for the company's success.
Pandemic subsidy: Understanding the burden and concern of consumers during the
epidemic season, especially in nutrition issues to keep themselves and their families
healthy, Vinamilk has implemented gift-giving programs with subsidized prices across
the country for many months during the pandemic
4. Presentation
After the needs assessment, the sales representative will present Vinamilk's products
and demonstrate how they can meet the customer's needs and preferences. This can
involve providing product samples, explaining the features and benefits of the
products, and answering any questions or concerns the customer may have.
Step 1: Introduce Vinamilk’s product: Provode information and sample product for
distributors,…
Annual risk management policy: In order to minimize the risk level in the business
process, the company also determines the responsibility for the risks that may occur in
the distribution process of the members clearly. The terms of risk guarantee are clearly
specified in the contract, some risks arising from the Parent Company will be
considered to be resolved and provide reasonable support levels for distributors.
The provisions in the contract clearly state the responsibility of each party with the
goods: When the goods are delivered to the distributor's warehouse, the distributor is
responsible for preserving them according to the specified standards. For products that
are about to expire or have ¼ date left, the distributor will notify the company to recall
and use for purposes such as promotion or destruction.
Give one of the conditions to become an agent of the distributor as well as the
company: To keep the commitment not to sell any other dairy products. To do this,
businesses will also offer incentives to agents so that they become close friends and
loyal to their products. In case of breach of contract, the Company firmly adheres to
the policy of removal.
- Individual customers
5. Handling object
Answer all customer questions: customers will be answered all questions, if there are
any problems when using the product, customers will quickly receive an early
response from the leadership. Improve the best product quality because customers are
the ultimate goal of the company. Vinamilk affirms that: "If consumers are satisfied,
the company will feel secure".
6. Closing
Offer support incentives to distributors such as support for shipping, sales, higher
commission discounts, and objective risk support. In addition, Vinamilk will help
distributors support small geographical areas of product display cabinets or offer
special discounts for them.
80% guarantee when goods in stock are always full to avoid order stagnation
- Individual customers
Loyalty program: When buying at the "Giac mo sua Viet" store system, based on
accumulated shopping points, the annual loyalty program will bring customers special
gifts on the occasion of birthdays, holidays, Tet holiday with impressive discounts.
8. Feedback
Advantage Disadvantage
- Vinamilk owns a sales team of sufficient - There are not many attractive strategies
length, breadth and depth to help manage for older customers yet. This may make
route setup, sales tracking, customer care nutrition product line for adult of
- Vinamilk is one of the best companies in PR many other large competitors such as
Proposal
- Improve product quality: TH true MILk can research and develop new products, and
improve the quality of existing products to meet changing markets and customer
preferences
- Developing online sales channels: TH true MILK can focus on developing online sales
channels to reach more customers.
IV. SALES TARGET
1. General Targets
- According to the annual report published, in the period from 2022 to 2026,
Vinamilk plans to expand its market share by 0.5% to 56% and revenue to 5% to
reach VND64,070 billion, higher than the increase of 2.2 % of 2021 although the
business picture is still facing many difficulties, notably that the purchasing power
of consumers is being greatly affected by the inflation situation related to supply
chain crises and global energy cannot cool down soon in the first half of 2022.
Further, Vinamilk expects to reach VND 86,200 billion in total revenue and VND
16,000 billion in pre-tax profit by 2026. Compound growth for the period 2021 - 2026
is 7.2% for revenue and 4.4 billion respectively. % for profit. This target builds on the
expectation that the consumer goods industry will recover quickly from 2022, when
revenue and profit growth in the period 2022-2026 can accelerate to 7.7% and 7.5%
respectively year.
2. Segmentations
GEOGRAPHIC
Region Domestic/International
Density Urban/rural
DEMOGRAPHIC
Age 2 – 45
Gender Males/Females
Income Average, above average, and high earners.
2.1. Advantage
+ Help Vinamilk and stakeholders evaluate the company's performance over the
years and identify factors that need improvement.
+ Can be used to set realistic sales goals for the coming years
+ Provides useful insights into the beverage industry and how it is affected by global
events
+ Helps investors and financial analysts make informed decisions about stocks and a
company's future potential.
2.2. Disadvantage
+ Sales targets are often confidential information and disclosing them could give
competitors an advantage.
+ Sales targets are based on forecasts and estimates and may not always be accurate.
+ External factors such as economic conditions and global events can impact
revenue, making it difficult to accurately predict future revenue.
+ Overemphasis on achieving sales goals can lead to short-term thinking and neglect
of long-term goals such as sustainability and customer satisfaction
2.3. Proposal
+ Brand building: Currently, the Vinamilk brand has a large number of consumers but
there are still many untapped potential markets. To enhance brand recognition and
attract new customers, Vinamilk can carry out media campaigns, advertising and
events to introduce products and build customer trust.
+ Product innovation: The market is constantly changing and consumers are always
looking for new and innovative products. Vinamilk can innovate products by
launching new product lines, meeting current market needs and preferences.
+ Building commitment to origin and quality: With increasing awareness of health and
quality, Vinamilk can strengthen its commitment to milk origin and production
processes, ensuring customers that their products are quality and safe.
2022 2021
VND VND
The economic recession after the pandemic made Vinamilk's revenue not grow as
expected. Therefore, the sales budget in 2022 is also reduced by some amount
compared to 2021. The main part of the cut is in advertising and promotion , these
costs are always the most Vinamilk has to pay for the purpose of reaching customers.
However, during the post-pandemic recovery period, customers are no longer easily
motivated by these activitys, so Vinamilk is also flexible in reducing it to invest in
other items. Surprisingly, sales Staff costs are the expenses that have the most increase
in 2022 compared in 2021 (Increase 12,48%). This proves that Vinamilk is very
caring with their people, not only supporting the employees who are in difficulty, but
also helping Vinamilk not to lose good employees. Due to the epidemic's effects,
which made it difficult to recover costs as normal and made it difficult to distribute
products, costs incurred also increased, which unexpectedly increased the remaining
expenses in the sales budget.
2.2. Advantage
2.3. Disadvantage
- Market conditions are unstable
- Lack of flexibility
- Overestimating profits
- Underestimating costs
2.4. Proposal
- Vinamilk needs to reexamine outside services because the price of this service is
rising significantly but the effectiveness that comes along with it is not very high, it
does not raise sales or profits
- Vinamilk wants to support and keep its employees, but staff costs are rising too
much. As a result of the post-pandemic economic effect, sales expenses are rising
without generating revenue or profit for Vinamilk
-Vinamilk ‘s website :
https://www.vinamilk.com.vn/vi/mobile/tuyen-dung/co- hoi-nghe-nghiep
Vinamilk has ‘‘Career’’ link on their website along with the possible vacant positions.
The prospective candidates are encouraged to apply online. Vinamillk’s website
provides information about the company, its products, and human resource practices.
The vacancy page details the qualifications required for sales jobs, and the
salesperson’s duties, responsibilities, and advancement opportunities. Short write-ups
on those who are and have been successful company salespeople are included.
Effective websites make liberal use of pictures, charts, diagrams, and other
presentations—a few even give the telephone number of a ‘‘hot line’’ where the
prospect can get more information
Realizing that candidates often search for the job they want more than a specific
company, Vinamilk uses recruitment intermediaries such as VietnamWorks,
Carebuilder, TopCV, ... to reach more candidates. In addition, these intermediaries
also help Vinamilk in terms of propaganda and pushing the top of the search.
2. Recruitment process
1) Develop recruitment criteria
2) Write a job description
3) Find candidate sources
4) Screen candidates
5) Interview
6) Job offer
3. Description about sale personnel
accordance with regulations and brand Introduce and provide information about
standards; dairy products and services to customers.
Inventory inventory, make daily inventory Find new customers and take care of old
report customers.
Priority is given to those with sales experience Male Female from 22-30 years old
(shops, large/mini supermarkets, dairy stores, Preference will be given to candidates with
...) sales experience in the assigned Milk
Male, Female; Agility, hard work, good market area.
communication; Product knowledge
Graduated from high school or higher; Communication skill
Basic operations on computers, POS machines Problem solving and problem solving skills
to sales and payment;
Teamwork skill
5. Feedback
Advantage Disadvantage
Proposal
2. Training process
- Step 2:
After the sales staff has been equipped with knowledge and skills about the company's
product lines, Vinamilk designs a training program and trains sales staff in-depth
knowledge and skills so that employees can fully apply a combination of skills and
knowledge learned and associated with practice.
After sending officers and employees to school, the company requires a harvest report,
but these reports are only a formality. For some classes under the order, the company
also asks the training organizer to collect students' input.
Currently, the company only has first-level information based on students' feedback on
how they feel about the course in general, about the content or how teachers teach in
class. The formal assessment stops there, without higher levels of assessment such as
assessing the level of learners' receptivity, assessing changes in learners' behavior and
evaluating the performance of learners after training to consider the level of
achievement of training and development goals. Therefore, it can be said that the
assessment of the learner's learning level is only formal. When the assessment of
training is not organized methodically and formally, the learning of lessons learned
will also be limited. In that way, it is difficult to draw full and comprehensive lessons
for the next time. In addition, it is necessary to consider training as an investment, and
it is necessary to evaluate how effective the investment is, in order to have a more
profitable investment plan.
4. Feedback
Advantage Disadv
antage
- With the aim of meeting customer requirements - However, it can be seen that
working; the courses are appropriate for both premise for development like
new and long-term employees so that they can Vinamilk, which needs fair
between male and female
continually improve their capabilities and turn
employees to have an equal
into the best faces for the business.
working environment.
- The training programs for staff is more than
managers demonstrate Vinamilk's ongoing - Costly
efforts to nurture people for the future. They - Time-consuming
understand that excellent managers alone won't - Limited application of newly
help a company succeed; good employees are acquired skills
also necessary, which also motivates
employees to work more
effectively.
Proposal
- 3-5 days: Activity development focuses on simulation games rather than theory.
- 6-7 days: Taking feedback from attendees after orientation and recap about the
training session.
VIII. MOTIVATION
1. Total salary:
2. Bonus
Performance bonus: 2-3 months salary/year (according to the business situation of the
Company);
Other bonuses in the year: Tet gifts, March 8 gifts, Mid-Autumn Festival, International
Children's Day, Employee commendation for having children who are good
students,...;
With Telesales staff, periodically there will be revenue bonuses from customers who
use the product, introduce new customers, reward productivity when exceeding work
quotas, bonus overtime, etc. All are part of Vinamilk's employee hospitality policy,
raising the minimum average income of the divisions to always over 10 million dong.
4. Team building
Sports activities
Sports festival to celebrate the 45th anniversary of Vinamilk’s establishment, after-
hours sports activities such as swimming, gym, yoga, jumba, etc
Contest for Finding New Ideas 2021 “Your Idea - Our Success”, Series of activities to
celebrate the 45th anniversary of Vinamilk’s establishment: Logo design,”my
Vinamilk” Photo contest, New Year decoration contest 2021, online photo contest to
celebrate the International Women’s Day (on March 08), International Children’s Day
(on June 01), Vietnamese Women’s Day (on October 20), etc.
5. Talent Cultivation
Training and Development Indicators The Human factor is the key to Vinamilk’s
development strategy for impressive business performance over the years. In addition
to the employee-oriented personnel policy and top-notch remuneration regime, the
development and cultivation of talents is a “key card” for Vinamilk to ensure quality
human resources and develop a team of successors in a new development phase
towards the goal of Top 30 largest dairy companies in the world
6. Feedback
Vinamilk is always in the top of companies with the best working environment in
Vietnam, so the company does very good motivating activities for employees of
course. Vinamilk's sales personnel always have a very high salary compared to other
businesses in the same industry in Vietnam, which is always a place where many
employees want to work.
7. Proposal
- Providing electric cars so employees can freely move around the work campus, with
a game room, garden, and friendly furniture.
- The CEO has meetings and chats with low-level employees to exchange ideas.
- Buy insurance for employees' families, or long-term employees at TH will have the
company help them bring their relatives to live, rent a house and provide living
expenses.
- Employees are “allowed” to “break the rules” to keep customers happy, empowering
them to do whatever is necessary to achieve this.
- The company encourages employees to spend 20% of their time pursuing creative
ideas they are passionate about.
IX. EVALUATION
In order to increase the effectiveness of the monthly employee evaluation system, the
Human Resources Division regularly coordinated with other departments to review
and update the job evaluation criteria to match the actual work requirements and
accurately reflect the results/performance of employees. Specifically, the Human
Resources Division and the Domestic Sales Department reviewed the set of
performance evaluation criteria of the Department and applied them in early 2021.
Simultaneously, the Human Resources Division enhanced its control over the
evaluation results of departments and the ratings to ensure the appropriate and accurate
assessment. With respect to the annual assessment system for Managers, the Company
continued to conduct assessments in both aspects including Assessment of Objectives
(What) and Assessment of Competency (How), thereby serving as a basis for
Managers to prepare development plans for the next year.
There are many different methods of performance evaluation, and there is no one
approach that is best for all organizations. Even within the enterprise, different
methods can be used for different departments, units or for different employees such
as sales, production, marketing and sales staff. administrative department.. Vinamilk
has selected the evaluation method using a behavior-based scale because of the
advantages of objective assessment, and it is easier to evaluate.
The method is a combination of the scale method and the method of recording
significant events. According to this method, the different levels of job completion are
expressed on a scale and are described based on the performance of the job. To score,
the evaluator must determine which of the described behaviors the subject's behavior
falls into. The factors selected to evaluate behavior include 2 types:
Evaluate by workload.
Gets the job done with high quality, but with a few minor 40
flaws.
Quality is up to standard. 40
Not up to quality. 10
Do not participate. 10
Evaluation is based on the behaviors shown at work, in the way of dealing with
colleagues.
Total rating score = Total (Weight * Total A, B, C/number of tasks) = 40% * Total
A/Number of tasks + 40% * Total B/number of tasks + 20%* Total C/number of tasks.
3. Classification
4. Feedback
Advantage Disadvantage
employees are transparent and clear, and they work can put sales staff under pressure,
are evaluated from the inside out. It is clear decreased productivity at work.
Proposal
- The evaluation criteria have been given, but still need regular adjustments to be more and
more suitable for the development of the company and suitable for employees.
- There are appropriate strategies to make the most accurate assessments for each employee,
each field and each department such as encourage customers to rate sales staff satisfaction on
a scale
Bibliography
CQ46/32.01, N. 3. (2021). Công tác đánh giá năng lực nhân viên tại công ty Vinamilk.
Ha Noi: Học viện Tài chính.
Hồng, N. (2021, September). Chính sách đãi ngộ nhân viên của Vinamilk – Top đầu
thị trường Việt Nam. Retrieved from JobsGo: https://jobsgo.vn/blog/chinh-sach-
dai-ngo-nhan-vien-cua-vinamilk/
T.H. (2022, March 23). Vinamilk đặt kế hoạch đến 2026 lợi nhuận trước thuế có thể
cán mốc 16.000 tỷ đồng. Retrieved from Thị trường Tài chính Tiền Tệ:
https://thitruongtaichinhtiente.vn/vinamilk-dat-ke-hoach-den-2026-loi-nhuan-
truoc-thue-co-the-can-moc-16-000-ty-dong-39858.html