MINISTRY OF EDUCATION & TRAINING

HCMC UNIVERSITY OF ECONOMICS AND FINANCE

FACULTY OF MARKETING

------------------------

SALES MANAGEMENT

Topic: BUILDING A SALES STRATEGY FOR BITI’S

FINAL REPORT

Lecturer: Nguyễn Đức Công

Class B02E – Group 4

Hồ Chí Minh City, 14th June, 2023

 TABLE OF CONTENTS

A. General introduction..................................................................................................................................1

1. About Biti’s............................................................................................................................................1

2. Market share...........................................................................................................................................2

3. Competitors............................................................................................................................................2

B. General analysis.........................................................................................................................................3

1. SWOT analysis.......................................................................................................................................3

2. PEST analysis.........................................................................................................................................6

2.1. Political.....................................................................................................................................6

2.2. Economic..................................................................................................................................8

2.3. Social – Cultural.....................................................................................................................10

2.4. Technological.........................................................................................................................12

C. Sales strategy of Biti’s.............................................................................................................................14

1. Building sales force..............................................................................................................................18

1.1. Sales recruitment....................................................................................................................18

1.2. Sales training program............................................................................................................22

1.3. Sales structure.........................................................................................................................33

2. Sales process........................................................................................................................................37

3. Sales policy..........................................................................................................................................44

4. Evaluation.............................................................................................................................................51

References....................................................................................................................................................62

Appendix......................................................................................................................................................62

TABLE OF FIGURES
Figure 1: Biti's logo........................................................................................................................................1

Figure 2: Footwear export of Vietnam to major markets (6 first months in 2021 compared to 2022)..........6

Figure 3: GDP growth of Vietnam in 9 first months (2011-2022).................................................................8

Figure 4: Vietnam average monthly wages according to Tradingeconomics (2020-2023)............................9

Figure 5: Inflation rate in Vietnam from April,2022 to January,2023 (Tradingeconomics)........................10

Figure 6: Population increase in Vietnam (2011-2022)...............................................................................10

Figure 7: Vietnam's population during 2017-2022 (VGP News).................................................................11

Figure 8: 3D LiteKnit fabric technology......................................................................................................13

Figure 9: Biti's revenue (2016 – 2021).........................................................................................................14

Figure 10: Revenue of each product line of Biti's in the period (2016-2022)..............................................15

Figure 11: The revenue of the last 4 quarters of Biti's Hunter line ( 2022 – 2023)......................................15

Figure 12: The global footwear market forecast (2023 -2028).....................................................................15

Figure 13: 5-year revenue target of Biti's (2023-2028)................................................................................17

Figure 14: Biti's recruitment process............................................................................................................19

Figure 15: Future sales structure of Biti's in HCMC....................................................................................34

 INTRODUCTION

This report aims to study Biti's sales strategy to find out why this business is long-lasting in the
Vietnamese footwear market. In addition, in the process of making reports, learners can systematize
knowledge and relate knowledge with reality in a particular enterprise.
The reason for choosing the topic: People still have a saying: Heaven, time, and earth, people, and
harmony. Sometimes, just pointing out a good product is not enough, but you need to take advantage of
external factors to make that product a breakthrough. This statement, once again, is true in the case of
Biti's. In fact, they released Biti's Hunter a long time ago, around 2016, but that day, young people were
still immersed in the kingdom of adidas, Nike, Vans... not many people knew about the existence of
represent the country, except those who have been going to Biti's for many years. By this time, Biti's
began to leverage the power of the media. And their delicate closing was the cooperation with KOLs in
early 2017, piqued the audience's curiosity. Thanks to the available heat, it helps Biti's return to the race in
a spectacular way, making Biti's Hunter comparable to the adidas Stan Smith or the Nike Roshe Run.
Content:
 General information about Biti's: vision, mission, competitors
 Analysis of environmental factors affecting: economic, political, technological, .... and SWOT
strategy of the company
 Sales strategy: sales goals, recruitment and training, sales policies,...
 Proposal, evaluation: give suggestions on the business situation of Biti's company

Members

1. Lê Đăng Khoa

2. Nguyễn Thu Thủy

3. Nguyễn Ngọc Đức

4. Lâm Hoàng Khánh Hưng

5. Nguyễn Đăng Kha

A. General introduction

1. About Biti’s

Figure 1: Biti's logo

Biti's (Binh Tien Consumer Goods Company) is a brand specializing in manufacturing shoes and sandals
in Vietnam.

Established in 1982, Biti's, formerly known as Binh Tien and Van Thanh production complexes, had only
20 workers specializing in the production of simple rubber sandals. In 1986, the two groups above merged to
form Binh Tien Rubber Cooperative, which specializes in manufacturing high-quality footwear for domestic
consumption and export to Eastern and Western European markets.

Currently, there are 2 production bases, 7 branches, 3 trade centers, 1 business center, 156 marketing
stores and more than 1500 agents across the country and export products to 40 countries worldwide.

Mission: To constantly offer consumers with better choices, committed to our proposition of superior
quality. “Binh Tien Imex Corp., Pte., Ltd. is committed to continuous improvement and enhancement of the
quality of our products towards our proposition of superior quality, in order to further satisfy higher and more
diverse demands of consumers and to build long-term trust with all customers.” – Ms.Lai Khiem.

Vision: To become a powerful manufacturer of consumables in Asia. “Being dedicated to this broad
vision of developing Biti’s as a worldwide company, we keep on both maintaining the leading position in
Vietnam and proactively reaching out for international opportunities.” – Mr.Vuu Khai Thanh, General
Director.

Core values: “Taking quality as the core value”: Biti's was loved for its durability and good quality. Until
people's lives are more and more advanced, customers not only consider the durable factor, but also
beautiful, trendy, and fashionable. The footwear market in Vietnam has become more vibrant. Certainly,
when more brands are introduced. Not only Vietnamese brands but also brands from Europe and America
already have a reputation and market share. At now, Biti's has strengths in terms of design.
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 2. Market share

Year Market share of Biti’s

2000s 30% - 40%

2000 – before 15%

2016

2016 - 2019 ~ 30%

2020-2022 ~ 20%

In the period of 2000s, Biti’s products used to be the most famous shoes and rubber sandals that almost
every family had at least one pair of that shoes, thus the market share of Biti’s at that time was really, which
was estimated of over 30% to 40%.

However, in the years of 2002-2007, it was considered the time of open competition. World-famous shoes
brands such as Nike and Adidas had entered the Vietnamese market, putting great pressure on Biti's market
share. With restrictions in designs, problems with foot odor, along with the psychology of foreign buyers
from outside Vietnam, and the trend of preferring sneakers rather than sandals of most young people, Biti's
completely stood out of the battle. with international brands. In addition to slipping away from that consumer
trend, Biti’s also had a problem related to its retailers when using the distribution system. Retailers of Biti’s
often have different types of shoes originating from different countries, making Biti’s images obscured and
causing a loss of customers’ impression. Biti’s loyal customers in this period were just children whose shoes
were bought by their parents or adults who were used to using familiar brands. Therefore, in 2012, the
estimated market share of Biti’s dropped to only 15%.

In 2016 and 2017, the rebirth of Biti’s with 2 hot MVs called “Đi để trở về” and “Lạc trôi” made this
brand be able to revive again with the dramatic increase of 300% in annual revenue. Therefore, Biti’s market
has risen by 15%, increasing the total market share of this company up to nearly 30%. Although there was a
reduction in revenue in 2020 and 2021 due to the Covid-19 pandemic, Biti’s has proved the “second revival”
in 2022, with the revenue increased compared to previous time.

3. Competitors

In Vietnam market, there are several competitors of Biti’s that we have to mention, which are Nike,
Adidas, Vinagiay, Bitas, Ananas, Đông Hải, Juno, … While Adidas and Nike are considered the main

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competitors in the product line of sneakers, other brands like Đông Hải, Juno, Vinagiay directly compete
with Biti’s in the market of leather shoes and sandals.

Compared with global brand like Nike, Adidas, Biti’s takes advantages in their price and unique cultural
designs, with shoes with Vietnamese traditional patterns on them, but the quality and the prestige seem to be
inferior to those from global brands.

On the other hands, compared with other national brands, Biti’s takes advantages in their quality, product
diversifications and designs, but seem to be inferior to them regarding its prices as shoes from local brands
like Vinagiay, Juno, … are less expensive than Biti’s ones.

B. General analysis

1. SWOT analysis

S O-Opportunities T-Threats

W O1: Borrow up to 85% on fixed capital T1: Fuel input is threatened

supported by the government. because financial crisis
O
O2: Attracting many investors as anti- T2: Future workforce may
T
corruption situation is promoted. lack experience

O3: Increase in revenue due to high T3: Decrease in sales because

GDP, per capita income, increased consumers have more choices
market demand and tend to prefer foreign

O4: Increasing domestic market share as products

customers tend to walk, ride bicycles, T4: Rising inflation leads to
consume, shop online an increase in the general

O5: Increase competitive advantage if price level of input materials

enterprises apply advances in science T5: Large R&D budget
and technology because businesses need to

O6: Control of human resources due to invest in technology

development and find new
state regulations on labor
fuel sources
O7: Eliminate unfair competition due to
regulations on counterfeiting, consumer T6: Bad reputation, loss of
protection, banned substances, product trust with customers due to
fake businesses
standards
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 O8: Long-term development
opportunity because businesses protect
the environment, protect consumers

O9: Using more clean materials in the

future

S-Strengths Market penetration strategy: Backward integration

S1: National brand, prestige, - Increase the number of customers, strategy:

large domestic and foreign increase domestic competitiveness: - Actively enter joint ventures
market share O(2,3,4) S(1,2,5,10) with suppliers to proactively

S2: High quality standards, Product development strategy source domestic and foreign
beautiful designs, no banned combined with cost leadership input fuel
substances strategy: T(1,4)

S3: Wide distribution -Developing environmentally friendly S(3,4)

channel( GT, MT, Online) products Forward integration
S4: Strong financial potential O(4,5,8,9) S(4,9,12) strategy
(about 1500 Billion VND) Market development strategy: - Actively enter joint ventures
S5: Affordable, stable price - Developing products in the high-end, with distributors and agents to
S6: Diversified customer handmade segment to compete with promote output
segments international brands: O(1,2,5,7) T(4,6)

S7: 24/7 customer care service S(4,9,12) S(3,4,7,8)

S8: attracts many good workers
because it is the Top 10 best
places to work in Vietnam

S9: Modern, high-tech factory

S10: Good marketing team to

exploit the market

S11: Wide product portfolio

S12: Invest heavily in R&D

activities

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 W-Weaknesses Cost cutting strategy: Backward integration

W1: not yet active in the fuel -Cut down the cost of operating some strategy:
source inefficient agents or employees with bad -Joining with suppliers to

W2: Poor domestic market attitudes maintain stable source of raw

materials
share O(6), W(4)

W3: Difficult to control Cost leadership strategy combined T(1,4) W(1)

activities due to many with product development strategy Cost cutting strategy:
distributions’ agents. Opportunity to develop new products at -Cutting costs for personnel
W4: Some staff members have a lower cost by replacing fuel sources recruitment
bad attitude. O(5,7,8) W(1) T(3) W(4)

Strategy choice: Market penetration strategy:

- Increase the number of customers, increase domestic competitiveness:

Opportunities:

 O2: Attracting many investors as anti-corruption situation is promoted.

 O3: Increase in revenue due to high GDP, per capita income, increased market demand
 O4: Increasing domestic market share as customers tend to walk, ride bicycles, consume, shop online

Strengths:

 S1: National brand, prestige, large domestic and foreign market share
 S2: High quality standard
 S5: Affordable, stable price
 S10: good marketing team to exploit the market

At the present time, the market share of Biti's products is still small, the brand is still competed by foreign
brands, so it is necessary to increase Biti's market share by increasing the number of customers buying the
product. In addition, the high GDP index, the average income of Vietnamese consumers increases along with
the population size, leading to an increase in the demand for footwear products, providing opportunities to
increase business market share. Lack of petrol is an opportunity for Biti's to increase sales of its sneaker
product line for customers who want to walk or cycle instead of using motorbikes/cars. Vietnamese
consumers tend to shop online, but Biti's marketing team is good at exploiting the market, businesses take
advantage of the influence of KOLs and KOCs in Marketing campaigns to reaffirm Biti's brand as a strong

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brand. and develop, becoming a prestigious, reliable, familiar brand with consumers and the pride of 98
Vietnamese people about a "national brand" in the field of prestigious and quality footwear. The Government
has regulations on minimizing the problem of buying and selling fake and poor-quality goods. This helps the
market in general as well as Biti's to eliminate unhealthy competitors. Regulations on banned substances in
products, footwear product standards and Biti’s has a specific declaration of ingredients and product
standards. This helps businesses build solid trust, protect consumers, and ensure quality when exporting to
demanding markets like Europe.

2. PEST analysis

2.1. Political

2.1.1. FTAs assignments and anti-dumping policies benefits businesses like Biti’s

Vietnam has now signed major trade agreements such as the Comprehensive and Progressive Agreement
for Trans-Pacific Partnership (CPTPP), which helps the number of Vietnam's footwear exports to Canada and
Mexico increase high, the Vietnam - EU Free Trade Agreement (EVFTA) helping Vietnam's footwear
exports to the EU account for about 40%. This is considered a ticket to help bring footwear products in
general and Biti's to potential markets.

Figure 2: Footwear export of Vietnam to major markets (6 first months in 2021 compared to 2022)
In general, footwear exports of Vietnam to major markets witness double-digit growth in the first 6
months of 2022 compared to the same period in 2021. Exports to the US in the first half of 2022 were 23.2%
higher than in 2021. Meanwhile, this number for the EU and CPTPP was 18.9% and 6.9%, respectively.

2.1.2. Government support to the domestic footwear and leather industry

The stable political environment along with the Party and State’s policies to promote economic
development and international integration have created a solid foundation and became a launching pad for
Vietnamese businesses to develop. The South can thrive, the supporting industry development project that

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has just been submitted to the Government by the Ministry of Industry and Trade is a typical example. This
project has provided a lot of support to the industry groups considered as spearhead industries, including the
footwear and leather industry.

=> According to the scheme, products supporting industries and production of raw materials for five key
industries, including textiles and garments, leather, and footwear, will enjoy preferential policies on
investment in market development, science – technology, infrastructure, and human resource training. There
are also several other policies on capital mobilization activities, such as: As for capital, enterprises
implementing supporting industry projects will be able to borrow up to 85% of total fixed capital from credit
sources. That's a good sign for Biti’s and the whole footwear industry.

2.1.3. The reality of fighting against corruption in Vietnam

Besides, the prospect of the Footwear industry is extremely developed. In the first 10 months of 2022, 32
items with export turnover of over 1 billion USD, accounting for 92.8% of total export turnover, and 6 export
items of over 10 billion USD. In which, Footwear reached 20.06 billion USD and expected to reach 23-25
billion USD this year.

=> It is an affirmation of positive results in anti-corruption work in Vietnam. This situation not only
increases the ability to attract investment capital of Vietnam’s companies in general but also brings
opportunities for businesses like Biti's in particular.

2.2. Economic

2.2.1. GDP growth of Vietnam tends to increase recently

Figure 3: GDP growth of Vietnam in 9 first months (2011-2022)

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 Vietnam's economic growth in the last few months of 2022 has prospered. According to the General
Statistics Office, GDP in the third quarter of 2022 achieved a growth rate of 13.67%, the growth rate of the
first 9 months of 2022 was 8.83%, exceeding all forecasts, much higher than the economic scenario. set by
the Government earlier this year. The figure of 8.83% GDP growth is the highest increase of 9 months in the
period 2011-2022. This result is a testament to the clearly prosperous economic picture and the strong
recovery in many business fields.

=> This indicator has a positive effect on the profitability of enterprises like Biti’s. GDP growth helps
businesses attract more investors, create more business outputs, and increase people's income, leading to a
rise in spending and market demand, thus enhancing the profits for many local companies.

2.2.2. Recent increase in bank interest rates

Bank interest rates are high along with monetary tightening. UOB warns that the 2023 growth outlook is
more worrisome, as tough monetary tightening from central banks is expected to weigh on the US and
Europe, the two main export markets. accounting for 41% of Vietnam's export market share.

=> This is a bad sign for domestic companies if they want to borrow money from the bank to expand their
business as they have to pay higher interest rates.

2.2.3. An increase in average monthly income

Figure 4: Vietnam average monthly wages according to Tradingeconomics (2020-2023)

The following bar chart illustrates the average monthly income in Vietnam from from January, 2020 to the
same time in 2023, from Tradingeconomics. It is easy to recognize that this number increased during this
period. Besides, GDP also increased, showing that the income level of Vietnamese people has improved
significantly in general. This trend has provided both opportunities and challenges for local businesses like
Biti’s:

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  Opportunity: The material life of Vietnamese people has significantly increased, they are willing to
pay more for their outfit, especially their shoes. After updated and innovated its products, Biti’s
current products’ prices ranging from 800,000 VND to 1,000,000 VND and even more than
1,500,000 VND for special versions. As people’s income has risen, they will be more willing to
purchase Biti’s products at that price, especially loyal customers of Biti’s.
 Challenges: When life becomes more prosperous, Vietnamese people can start to invest more on
clothes and shoes. Thus, new customers of Biti’s with first intention to buy Biti’s products, may
switch to choose outfits from global well-known brands such as Nike, Adidas because these brands
have greater influence, more suitable for middle to high income class.

2.2.4. High and increasing inflation rate in Vietnam

Figure 5: Inflation rate in Vietnam from April,2022 to January,2023 (Tradingeconomics)

Normally, a country should control the inflation rate to make sure that it is always under 4% because high
inflation rate will negatively the economy of a nation. In the chart above, the inflation rate in Vietnam was
over 4% in January 2023. This was because the influence of sophisticated in political situations in other
countries including Ukraine, Russia, US, and China, …

=> This situation will lead to a rise in price of raw materials and higher manufacturing costs. Thus, the
purchasing power will decrease due to that, and this is a bad sign for businesses like Biti’s

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 2.3. Social – Cultural

2.3.1. An increase in total populations

Figure 6: Population increase in Vietnam (2011-2022)

Figure 7: Vietnam's population during 2017-2022 (VGP News)

Vietnam’s population has witnessed a gradual rise since 2011. According to worlddata.info, the
population in Vietnam reached over 98 million people in 2021 and has a trend to increase more in the
following years.

=> The large population size has turned Vietnam into an extremely potential market for domestic and foreign
businesses, including Biti's. Moreover, this is also a huge source of labor, creating favorable conditions for
business and production activities of enterprises like Biti's. Population gradual increase will help Biti’s widen
its customer pool, thereby increasing the volume of targeted customers and increase revenue and profits, too.

2.3.2. Vietnam’s traditions – endless inspirations for Biti’s unique designs

Vietnam is a country which has lots of valuable cultural identity that can be a great and endless inspiration
for businesses to put into their products. Moreover, in terms of national pride, Vietnamese people have
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always been confident with the Dong A spirit in each person. This is considered a topic worth exploring from
businesses. In it, Biti's is a brand that very well exploits the cultural value of the Vietnamese which is
expressed through the slogan “Nurturing Vietnamese feet '' or advertisements showing the association of
products with history and people's roots. Ethnicity, showing the traditional image of Vietnamese such as:
Footsteps of the dragon army into the sea, footsteps of Tay Son speeding towards Thang Long, … The new
millennium has inspired the psychology of science towards the origin of the Vietnamese nation.

=> Exploiting cultural factors has contributed to creating an image in the mind of customers not small in
creating a competitive position in the Vietnamese market. But that is a disadvantage when exploiting foreign
markets.

2.3.3. Changes in consumer behaviors

Since the outbreak of the Covid-19 pandemic, especially during the lock-down period, consumer shopping
behavior has changed drastically. Now, there is an increase in the number of online purchases and the more
popular and common form of payment is by bank transfer because it was convenient and helped people
strictly obey the 5K rules.

=> This change has required businesses like Biti’s to promote online sales as well as digital marketing to
rapidly adapt to this change.

2.3.4. Bandwagon effect

Young people in Vietnam nowadays also have a trend of buying products similar to most people's
surroundings and famous celebrities. This is considered a trend that is almost never outdated, when young
idols, celebrities, KOLs, etc. just need to use a certain brand's product, the sales of that product are almost
guaranteed. improve. The collaboration with Soobin Hoang Son in MVs “Đi để trở về” is a transformational
step for Biti's when it launched the extremely successful Biti's Hunter X product line. But this will also
require Biti's to know how to inherit and improve-develop product lines later.

=> This effect is a huge advantage for Biti’s if this company knows how to make best use of the wide
influence of KOLs and celebrities in Vietnam to do effective marketing campaigns.

2.4. Technological

The advancement of science and technology is not only an opportunity but also a great challenge for
businesses, including Biti's. In terms of opportunities, applying new technologies can help improve the
product and utilize the manufacturing process. For example, Nike, they have produced a technology for their
products called React Cushion, which helps users feel more comfortable on the heel.

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 Figure 8: 3D LiteKnit fabric technology
Biti's is no less competitive when it comes to applying certain technologies to its products. If the old Biti
shoes used the old Air Mesh material to make the straps, the new Biti’s shoes have now been replaced with
Lite Knit braided material. One of the most advanced technologies in the field of shoelace production in
Vietnam. Thanks to Biti's innovation, users can easily clean their shoes. Especially when the braided part of
the shoe is very resistant to stains.

In addition, to maximize revenue, many businesses also launch their own online sales projects. Especially
after the Covid-19 pandemic, it has completely changed the minds of consumers about online shopping.
However, selling online is convenient for electronic products, household appliances, etc., but for clothes and
shoes, it is relatively difficult when there is a difference in size of each person. consumption.

Besides, it is a challenge when many new technologies in the leather and footwear industry develop
constantly. Technology development is a great opportunity for giant businesses but not small to medium
ones. This is because updating technology means that your company will have to change the R&D budget as
more investment is needed to keep pace with technology.

Besides, the shortened life cycle of technology means that companies need to upgrade and develop
technology continuously, thus businesses like Biti’s tend to constantly improve labor productivity and
product quality. However, the short technology life cycle makes the technologies that businesses are using
become quickly out of date. If they do not promptly improve and keep pace with technological development,
enterprises can easily lose their competitive advantages and be surpassed by competitors

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C. Sales strategy of Biti’s

According to statistics of the General Department of Customs, Vietnam's footwear export in October 2022 is
estimated to reach a turnover of over 1.96 billion USD, up 9.54% compared to September 2022 and
increasing sharply. 109.42% compared to October 2021. By the end of 10 months of 2022, the export of this
commodity reached US$ 20.12 billion, an increase of 41.36% over the same period and accounting for over
6.43% of the total export turnover of our country in the first 10 months of this year 2022.

Figure 1: Export turnover of footwear products of Vietnam in the period 2010-2022

Based on data, the Vietnam Leather, Footwear and Handbag Association in 2022 has overcome many
difficulties and challenges to achieve impressive export turnover and performance data of Biti's company in
the years 2016 - 2022, My team would like to propose business and sales strategies for Biti's as follows:

Company’s performance in the previous years

Biti's is hailed as a successful case-study in rediscovering the "glory" of a long-standing Vietnamese brand.
That return is also evident on the revenue chart.

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Biti's revenue has continuously grown over the years from 2016 to 2019. If at the end of 2016, Biti's parent
company recorded a net revenue of VND 1,291 billion, but by 2019, this index suddenly increased by 23%,
reaching VND 1,291 billion. the level of 1,588 billion dong. Continuing the upward momentum, Biti's earned
VND 1,862 billion in 2018 and peaked at VND 1,954 billion in 2019.

However, the acceleration of growth seems to have reversed when Biti's revenue is on a downward trend
from 2020. In 2020, the revenue index has decreased by 14.3% over the same period, to VND 1,673 billion.
In 2021, the decline continued to VND 1,234 billion. Net profit was just over 10 billion dong, down 90%.

Figure 2: Biti's revenue (2016 – 2021)

The reason Biti's business results decline in the two years 2020-2021 is because this is the period of
complicated developments of the Covid pandemic, the regulations on production shutdown and isolation
against the epidemic have made the production - The business of many businesses was seriously affected.

Below is the revenue chart of each Biti's product line, in which Biti's Hunter product line is the main product
line and has brought in revenue for Biti's in the past 5 years (nearly 3800 billion VND).

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 Figure 9: Revenue of each product line of Biti's in the period (2016-2022)

Quarter 1, 3rd quarter of

2nd quarter of 2022 Quarter 4/2022 Quarter 1/2023
2022 2022

101.4 125.4 140.5 126.3 140.5

Figure 10: The revenue of the last 4 quarters of Biti's Hunter line ( 2022 – 2023)
The chart above shows the breakout revenue stream for Biti's Hunter product line from January 2022 to
January 2023. This serves as a basis for us to set a business target for this product line in the second quarter
of 2023.
Sales forecast about footwear market

Currently, Vietnam ranks second in the world in terms of footwear exports after China. It is expected that
Vietnam's footwear production and exports are expected to continue to grow in 2022-2031.

According to the report, although Vietnam may not have as much domestic demand as China, the footwear
industry is booming, exporting billions of pairs of shoes every year. Vietnam's leather and footwear industry
attracts foreign businesses thanks to the advantage of a large labor force and low labor cost compared to
other countries in the region.

Currently, Vietnam's thick leather has a large market, has been present in 44 major markets, of which, in
2021, there will be more than 20 markets with export value of over 100 million USD, such as the US and
China. , Belgium, Germany, Japan, Netherlands, India, Korea...

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In addition, Vietnam has now signed major trade agreements such as the Comprehensive and Progressive
Agreement for Trans-Pacific Partnership (CPTPP), which helps Vietnam's footwear exports to Canada and
Mexico increase. High, the Vietnam - EU Free Trade Agreement (EVFTA) helps Vietnam's footwear exports
to the EU account for about 40%.

From the results achieved, according to analysis from Research and Market, Vietnam's footwear production
and exports are expected to continue to grow in 2022-2031. The team predicts a CAGR of 8.1% over the next
9 years.

It is expected that by 2031, Vietnam's leather and footwear production and export will reach a huge value of
38.7 billion USD - twice as high as the 2022 estimate of 19.1 billion USD. With this base, the leather and
footwear industry can fully achieve the export target of 22-23 billion USD in 2022.

From the above forecasts, my team would like to propose to focus on developing and improving the footwear
product lines (especially the hunter product line) rather than focusing on developing the product lines of
leather bags, backpacks, wallet.

Sales target & Sale budget

After studying the market results, we set goals for the next 5 years (2023-2028) as follows:

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 Figure 11: 5-year revenue target of Biti's (2023-2028)
In the next 5 years, the key products that bring in revenue for Biti's are Hunter line products, accounting
for (38.6% - 45.6%) of the company's total revenue. From the long-term goal, our team set the target for the
3nd quarter for the Hunter product line as follows:

We estimate total Hunter product line revenue for the three quarters of 2023 at around 169.9 billion
(VND). But in Ho Chi Minh City market, this product line accounts for 28.12% of total sales nationwide, we
set a sales target for Biti's Hunter line in HCMC with target sales of 47.78 billion copper (VND).

We set the implementation target in the third quarter of 2023 for the HCMC area as follows:

Target Sales target by month

Sales Target sales
Specific channels
channels percentage (billion
VND) July August September

General 45% 3 branch centers, 48 Marketing 21.501 6.53 7.34 7.631

Trade Stores and more than 725 retail
distribution intermediaries.

Modern 26,5% Co.op Mart, Lotte Mart, GO 12.6617 3.21 3.563 5.8887
trade (Big C)

Online 28,5% Shopee, Lazada, Tiki, Fanpage, 13.6173 4.51 4.6 4.5073

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 Website

Sales Target 47.78 14.2 15.503 18.027

5

After recommending Sales Target for Biti's Hunter product line in the third quarter of 2023 in Ho Chi
Minh City area, our team proposed a sales strategy based on the company's overall strategy as follows:

1. Building sales force

1.1Sales recruitment

Source of Recruiment Recruitment

Job title Quantity Recruitment channels
recruitment reasons time

Sales 400 – 450 100% from Replacement 1-1,5 month LinkedIn

person external for retired (from 1/7/2023 Online job connecting
sources personnel, –15/8/2023)
(Staff platforms: TopCV,
position) lack of Vietnamworks, Ybox,
personnel for Careerbuilder,
positions, nhanvienbanhang.vn

Social media platforms:

Facebook, Instagram,
Twitter, Tiktok,…

Classical: leaflets

Website:
tuyendung.bitis.com.vn

Different ways: leaflets

18
With the goal of expanding the scale of operations and multiplying the quality of employees, especially in Ho
Chi Minh area (due to the country's largest population concentration and increasing demand). We aim to
recruit 400 - 450 sales staff so that positions are always filled when needed

 External sources: Opening the door for outside potential candidates is Biti’s priority as we always
need “fresh energy” for our sales department. New sales people will bring us new opportunities to
expand our business and help us reach more customers.

In fact, firing employees is something no one wants to do, but no one will keep employees who are not
productive and meet the job requirements as expected. Therefore, recruiting new employees to fill those
positions is extremely important, as well as replacing retired employees.

The recruitment time will range from 1-1,5 month, depending on numbers of applications and here is the
recruitment process of Biti’s:

Stage 1: Prepare:

-Determine the position, the number of people to recruit

-Recruitment sources, recruitment methods

-Established a recruitment committee

-Determine the time, place and cost of recruitment.

- Understand the policies, objectives, legal regulations of the state and the organization.

This is the first step and also the most important part that determines the effectiveness of the recruitment
process. The more specific, detailed and scientific the preparation is, the more effective and easy the next
steps will be to implement. It can be said that the recruitment preparation step is a "trap" to create momentum
for the remaining steps.

Stage 2: Recruiment announcement:

- Advertise on radio, television, social networking sites

-Through labor service centers.

- The notice should be short, clear, concise, enough basic information, ... conveyed to the candidate in the
best way.

Candidates will send the Candidate Information Form or Autobiographical Curriculum Vitae (CV) including
personal information, study history, experience, goals, personal interests... to the Department. Recruiting
according to the methods guided in the job postings.

19
Stage 3: Receive and study records:

- Select qualified profiles based on the evaluation form.

- Eliminate weak and dishonest candidates.

- Check the information in the application form.

Stage 4: 1st interview:

-Preliminary assessment of candidates

-Unsatisfactory type of candidate

-Time: About 5-10 minutes

Stage 5: Multiple-choice

- Give candidates a test / quiz.

-The following types of tests/tests can be used: IQ test; Test knowledge, skills in general and expertise;
Psychological test, personality; Achievement test, English test; GMAT

- Test the ability to calculate in a short time ....

Note:- Exam subjects will be selected appropriately for each vacancy.- There are two forms of entrance exam
applied: Online exam and face-to-face paper test.

Stage 6: 2nd interview

-Collect information about candidates

-Introduce about the company

-Provide necessary information to candidates

-Establish relationships, increase communication ability

The second round of interviews is considered an in-depth interview round. The purpose of the second
interview is to decide who is best suited for the job.

Stage 7: Verification

-Verification of candidate information is the process here where the employer will shed more light on the
candidate's education, experience, skills and personality.

-Through contact with former leaders, former colleagues, candidates' friends, the employer will check the
truthfulness of the information provided by the candidate and have a comprehensive view of the candidate.
These are the most important information for employers to make the final hiring decision.
20
If you pay attention, employers can easily see that there are gaps in time and experience in the candidate's
CV. On the other hand, in order to stay ahead of the competition, some candidates intentionally exaggerate
their credentials and experience in an attempt to get ahead of other heavyweights. Because of that, checking
reference information is becoming more and more important.

Stage 8: Recruitment decision

-Systematic review of candidate information

- Agree in advance on how to make decisions

-Reduce and limit the dropout.

The selected candidates will be scheduled for another meeting to agree on the labor contract and related
issues, including: type of contract, job, salary, working time. All subsequent work is carried out according to
the labor contract and the instructions of the staff in charge of direct responsibility and the Human Resources
officer.

The Recruitment Department sends the Job Offer Letter to the candidate according to the content agreed in
the negotiation process and the instructions for preparing the dossier as prescribed. The candidate shall notify
the Recruitment Department of the time of receipt. work to conduct the preparations to welcome new
employees.

a) Building recruitment criteria

First, in order to have a successful recruitment, we aim to build a set of recruitment criteria for our
candidates. By observing the common points, specialized knowledge, the selling style and working
motivation of our best sales people, we are able to determine what core elements we need in our candidates:

 Work experience
 Ability to adapt to new environment
 specialize
 Job service skills
 listenable
 Progressive spirit and willingness to learn
 foreign language ability
 Good looking, polite dress
b) Building interviewing questions

Every business including Biti’s, needs a set of interviewing questions, which are built to make sure that we
can optimally explore the potential of our candidates and to identify whether these “job seekers” have
prepared well and are ready for this interview or not.

21
Open-ended questions encourage candidates to give longer answers and broaden their knowledge, strengths,
and work experience. For the interviewer, such questions can provide more insight into the candidate's
personality. They can also help employers assess a candidate's ability to present work experience, motivation
levels, communication skills, problem-solving abilities, and interest in the job.

Open-ended questions can reveal a candidate's potential and whether he or she is a cultural fit. Here are some
examples of open-ended questions:

 Tell me about your past work experience.

 What are you looking to gain from your next position?
 Why do you want to work for our company?
 Why did you leave your last job?
 Tell me about your relationship with your previous manager: How did it work? How could it have
been improved?
 Why is math your hardest subject in school?
 Describe your management style?
Closed job interview questions can allow employers to get direct feedback and specific information from
candidates, and they can help interviewers control the direction of the interview.

c) Writing a specific job description

A specific job description will help the candidates know more about the position that Biti’s is hiring,
therefore helping them know whether they are suitable for this job and should apply for this position or not.
Because of the expectation of hiring more sales people, we develop our own job description for this position.
This job decription will provide enough and even detailed information of what they have to do when apply
for this position, with clear contact information at the end. The benefits, working locations and even the
responsibilities can be changed depending on when we recruit. However the requirements can be updated to a
higher level in the future based on the market demand for high-quality work force. For clearer view of the job
descriptions for Biti’s sales person, please visit our appendix.

22
d) Selecting recruiting channels

Biti’s will both create our own recruiting page on social media platforms and on website and contract with
other 3rd parties to encourage the recruitment for us. Here are our considered recruiting channels:

 LinkedIn: This is a famous platform for recruiting that lots of companies are using. It allows Biti’s to
detailed post its job description and smartly overview the potential employees through the “matching
function” (help we know whether the profile of the candidates match the requirements of the
employers or not).
 Online job connecting platforms: TopCV, Vietnam works, Ybox, CareerBuilder, … are some
platforms that we are going to connect with to attract more applicants.
 Social media platforms: We intend to create our own recruiting page, which is Biti’s Career, on both
Facebook, Instagram and Tiktok. In this page, our updated recruiting information will be posted and
candidates can contact us via the link of email attached.
 Biti’s recruiting website: tuyendung.bitis.com.vn: Candidates can read the JDs easily and even click
the “Apply” button to apply for the desired postions faster.
 Classical: leaflets
e) Assessment
23
After recruiting the appropriate sales people, Biti’s will have to review the whole process of recruiting.
Looking back at what we have done at each stage, identify our mistakes, problems and determine ways to
improve in the next recruitment time.

Sales Budget

The sales budget is a blueprint for making profit table sales. It details who is going to sell how much
of what during the operating period, and to which customers or classes of trade. Simply defi ned, a
sales budget consists of estimates of an operating period’s probable dollar and unit sales and the
likely selling expenses. These two estimates are related to predict net profi t on selling operations.
The sales budget, then, is a projection of what a given sales program means in terms of sales volume,
selling expenses, and net profits.

The sales budget for a biti's store is estimated as follows:

The cost of renting biti's store space 34m2: 12,000,000 million VND

– Employee cost: 4,000,000 million * 4 (sales) + 5,000,000 million (accounting) + 6,000,000 million (ship) +
8,000,000 million (Marketing) = 35,000,000 million

– Cost of repair, decoration, installation of shops, fees for tables and chairs, display shelves: 30,000,000
million.

– Money (1st time): 30,000,000 million VND

– Other expenses: 4,000,000 million VND

– Working capital: 40,000,000 million.

Total estimated cost: 121,000,000 million.

Particularly in Ho Chi Minh City, biti's company has a total of 45 stores across the provinces, so the
estimated budget for a total of 45 stores is 5.445,000,000 billion

1.2 Sales training program

a) Training target:

 General target:

Our general target is increase the sales revenue and profit, especially in the Biti’s Hunter product line,
successfully maintain the number of loyal customers and effectively enhancing the ability of those staff to
complete their KPIs on time, develop to bring biti's to the world.

 Detailed target
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 A training plan and process is just successful when each business determine their need and target of this
training plan. It is also a very important element helping the managers to be able to build the right training
program that not only sticks to the employees’ needs and wants but also meets the company’s requirements.

 The first target is to make sure that all the sales staff of Biti’s remember clearly the company
orientation, the footwear market and industry in Vietnam and our target customers to better serve
them.
 The second one is to complete the ability of communicating with customers and presenting the
products’ information to customers of the sales people. There are lots of cases, the sales staff do
not have the skill to emphasize the products’ functions and other descriptive information, leading
to the fact that customers get bored when receiving consultation. That is why when finishing this
training course, all the sales staff of Biti’s will be able to confidently communicate and present the
products to our customers.
 The third target is helping the sales people to comprehend the skill of solving the customers
feedback and complaints. In order to understand what customers exactly want when they give
feedback to Biti’s, the sales people need to understand clearly the sales and warranty policies of
Biti’s, thus giving proper solutions or compensations for customers.
 The next target is to help Biti’s sales staff successfully capture customer psychology to easily
close the sale. There are techniques to know the political opinion, thinking and desire of
customers when finding Biti’s products. Understanding this clearly, the sales guys can easily
convince customers to buy our products.
 Next, we want to ensure that our sales people understand clearly all the legal and ethical issues,
thus they are able to know what to avoid during working and obey the important principles
strictly.
 The final target is to help each sales member of Biti’s knows their strengths to keep promoting
them and to improve their weaknesses. Therefore, each of them will know how to cooperate with
their colleagues to perfectly complete their KPIs.

b) The training content

 Training on sales skill

Skills of offering sales (sales pitch):

When customers come to Biti’s stores, Biti’s sales staff will know how to approach their target customers
to easily understand their needs and want through careful trainings.

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 Basic attitudes and greetings with customers when they come in and out of our stores are very crucial. A
friendly smile, a positive energy that the salesguys bring to their customers will greatly contribute to both
their buying decision and whether they will be our loyal customers or not.

At Biti’s sales training session, we orient our staff to be proficient in 4 main sales pitches:

 Offering a sale with a first compliment: Salesguys will need to have a brief observation of what
outfits customers are wearing and tell them that their oufits would be more perfect if mix-matching
with Biti’s shoes. The first compliment will bring first positive impression and feeling of customers,
encouraging their buying decision.
 Offering a sale based on products’ scarcity: By emphasizing the uniqueness of Biti’s shoes, especially
those from limited editions that have traditional and cultural patterns, Biti’s sales staff will easily
create a big POD of Biti’s products compared to other brands. Moreover, we need to mention about
the limited number of shoes launching in each collection, which will affect the customers’ psychology
as they will think that if they do not buy these products now, they will be sold out soon and never
come back.
 Offering a sale based on reciprocity: The sales staff will give voucher of discounts or mini souvenirs
like charms, shoes brooches or laces, … to customers first whether they will buy our products or not.
This helps creating a feeling of “indebted” of customers to us, thus increasing the buying percentage
of them as they want to do something for the sales guys in return.
 Offering a sale based on current promotions: Customers are often attracted by sales promotion and
deals, that is why first sales offer with the promotion will increase the interest of customers about the
products, thus easily convincing them to buy Biti’s shoes.

Another additional way to offer sales that we aim to train our staff is business letter. Although it is usually
used in B2B model, it is free and time-saving so we can make use of the customers data collected to send
those emails to customers. Sales staff of Biti’s will be trained how to sort the right customers to send mails
to, how to create an impressive subject title, appropriate company introduction, sales promotion and
especially the price and finally, how to attach the buying link so that customers can provide more information
about their expectations about Biti’s products.

Questioning skill:

To start the talk easily, sales staff are encouraged to use open questions (5W-1H questions) and opening
lines such as tell me about, explain to me, give me your opinions, … to let customers fully express their
opinions and avoid them to answer us in short sentences.

To deeply explore the need, wants and desire of customers, those following quesitons should be concern:

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  The nature of their job/study: As a large number of Biti’s customers are the young, who are very
dynamic and energetic, knowing what shoes they usually wear is one of the effective way to
consult them the right kind of shoes, for examples sneakers, sandals,…
 Their personal fashion styles: There are customers who do not care about the wearing style so we
just need to focus on their purposes of use and the durability of the products. However, if
customers concentrate on the suitability of the shoes, we must emphasize the highlighted designed
and the ocassions on which these shoes should be worn.
 Their hobbies and purchasing purposes: It is important for Biti’s salesman to identify who is the
user to rightly consult their customers. If the buyers buy Biti’s products for giving to other person,
we can introduce more about our packaging to close the sales faster.

In the pre-close-the-sales period, there are some common specific open questions which salesguys need to
conduct to narrow down the information such as what size, alternative colors, … This is appropriate time to
show our deals to encourage customers’ buying decicions through questions like “Today is the end of our
sales, do you want to buy now to have special and more affordable price?”, …

In the close-the-sales period, close questions should be used to confirm the order.

Negotiating and convincing skill:

Understanding clearly about the products, services and promotion is needed to meet the right customers’
demand. That is why training on products knowledge will also be conducted. Moreover, there are lots of
common sudden situations that a sales person will have to rapidly solve.

For examples, customers will compare Biti’s products to other brands like Adidas, Đông Hải, Nike, … At
that time, a good salesman need to understand clearly both the PODs, USPs of Biti’s and our competitor’s
products to easily consult customers. Normally, we often misuse our words, leading to the fact that we
illegally bring down our competitors by chance, which will cause many legal problems. That’s why Biti’s
sales staff need to be trained carefully about the appropriate words to use when mentioning other brands in
our consultation.

Problem-solving skill:

Problems often occur on both during the close-the-sales period and the after-sales period. That is why
Biti’s sales staff need to be equiped with problem-solving skill to solve each sudden situation smoothly.

Resolve customers complaints about products:

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  After buying the products, there are lots of problems emerging. The most common one is the
mistaked products (opened soles, unstisched shoes, …). In this situation, the salesman needs to
remember the warranty policy clearly to consult customers.
 Customers want to return the products and receive their cash: The sales staff need to consider
carefully, if properly, we should return the cash to customers, otherwise, we should gently explain
to them about our return policy.

Resolve other sudden situations:

 Customer feel the products expensive: Gently and logically show Biti’s products’ advantages and
explain why the prices are different between those brand competitors.
 Customers hesitate to buy the products: Confirm again the USPs and PODs of the products and
find why they are hesitating, thus having appropriate actions.
 Customers pick a quarrel illogically: Talk with them politely first, then if the situation gets worse,
getting help from the security man.
 Customers questions having no answers yet: Ask customers for later answers after researching
more clearly and exactly, ensuring their satisfaction after hearing our explanations.
 Customers ask about the “unavailable” products (patterns, styles, service): Sorry them for not
having that requirements and introduce them another products with relevant details.

Listening and sympathizing skill: This is also a vital skill because just when listening to customers patiently,
you will now what customers exactly want, thus providing the right products to them. To listen more
effectively, the sales staff can slow down the conversation, listening to customers’ emotions when sharing
and use open questions to let customers talk more about their personal matters and most importantly, you
should not let customers share one problem twice because this will losen their mood.

 Training on knowledge about products

Make sure all the sales staff remember exactly all the product lines, each different and special points about
each product line and especially the price. Other additional information that the sales staff need to always
remember is the functions, technology and suitable user for each product line.

In order to remember huge number of information, we aim to build guidelines and method of how to
remember faster and check their memory on a regular basis (once a week or once after 2 weeks depending on
different level of staff).

 Training on Biti’s, footwear market orientation:

28
 This is extremely important to train new staff about Biti’s orientation because they need to know both the
short and long-term target of the company as well as where does the company stand among lots of
competitors in the same industry. Some information that needs to be popularize to all Biti’s sales staff is
relatively the market size, potential, market share of Biti’s and its competitors, Biti’s competitors’ products
and services, …

Moreover, the overall information of the company from the organizational structure to the company’s
culture is very important. This helps create the cohesion of employees in the whole company and avoid
misunderstandings between them.

 Training on customer-related information:

Knowledge about Biti’s targeted customers, their shopping behavior and Biti’s competitors is also very
important to help the salesman identify the suitable pool of customers serving.

 Technology (Instruction of using sales tools): Biti’s salesman need to know clearly how to use
common sales management softwares such as KiotViet, Sapo, Hararetail, ABIT, … This helps a sales
person easily manage all the complaints from customers, checking the available products and
inventory, timely consult customers on multi channels and close the sale, etc…
 Training on time management:

There are lots of cases, just because of not managing time effectively, the productivity of the sales staff
reduces dramatically, that is why training on time management skill is also needed. We intend to divide this
training into 2 parts:

 Personal time management: Biti’s sales people will be trained on how to arrange their work and
relax time properly not to get stressed and effectively perform at work. This includes weekly plan
of what you will have to do next week, sort them in the order of priority and emergence, estimate
the appropriate time spent on each task and on entertainment activities.
 Time management on reviewing all the trainings: There are a lot of training contents and not all of
the sales guys can remember all of them. That is why we need to divide our time to review those
training lessons and allocate the time of review properly.
 Health and beauty care time management: You should spend a certain amount of time to take care
for yourself such as skincare, bodycare everyday and give yourself an extra care at weekends such
as going to spa, message, shampooing, … Additional, try to arrange time for daily exercises at
least 20 minutes as a sales person needs to be good-looking. Finally, taking note on your phone
your periodic health check.
 Training on legal and ethical issues

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 Ethical issues are always matters when doing sales. There are some sales people that will do everything to
achieve their sales KPI and this is considered a unsustainable way to develop their jobs. Biti’s sales staff will
be trained clearly about this content. Here are some ethical issues that usually happen and need to be avoided:

 Consult the unappropriate products to customers: “Unappropriate” hare means unsuitable price and
products meeting the wrong needs of customers. There are some customers who do not know
anything about our products and they really need our consultation. However, there are some cases that
the salesman want to clear the inventory soon and introduce the wrong shoes to customers. Some
shoes are stored for a long time, although they do not suit the customers’ demand, they are still
introduced by the sales people. Another meaning for “unappropriate” is the fact that the salesman
amplify the functions and technology of Biti’s products to close the sale easily. This is considered the
unethical actions because for examples, customer wants a pair of shoes that can protect their feet
when playing basketball but you introduce the lifestyle shoes for them and you say that they are
suitable for playing football. When customers use it later, maybe they will have injection just because
of wearing wrong shoes and that is your mistake.
 Tell the wrong products’ prices to customers and put that extra money in the pockets: This action is
not only cause losing trust of our colleagues but also cause bad reputation for the whole company.
Therefore, the top managers of Biti’s must emphasize this part in the training course to avoid this.
 Other ethical issues: Telling a lie about the number of sold products to have commisions, backbite
colleagues with customers, …
 Training on team work skill and working independently

Team work is considered the very important soft skill when we are working for a company. That is why
training on how to do team work effectively is necessary. Here are some contents that our trainers will inform
to our sales staff when conducting this training session:

 Listening is always the top priority: We should not assume that all your opinions are correct.
Everyone has limited knowledge in certain fields so it is crucial to listen to other people. When
listening, we can learn lots of things that we are lacking in. Moreover, listening is the shortest way
to let colleagues understand and respect each other more, easier for working together as we are
working in teams, not individual.
 Organization skill: This is vital for those who want to be managers in the future and also good to
assign suitable tasks to appropriate people. In some urgent situation, assigning the work rapidly
and effectively helps solve the problems or achieve KPI faster.

30
  Responsibility: The trainers will have to emphasize the importance of responsibility in working
because lack of responsibility will not only harm those individuals but also negatively affect other
people. In some cases, lacking in responsibility also means that you are selfish.
 Mutual help: It is vital to finish our work on time and perfectly, but it is also important that we
can help others compete their tasks if they have difficulties. There are benefits from helping each
other, which includes improving the colleagues’ relationships and widening our knowledge (as we
can know more by assisting others).

Besides team work, independent work is also important. There are problems that often occur in doing
team work such as one person depends on another person too much and without helping, he/she cannot finish
the tasks. That is why along with team work, each person needs to independently work so as not to depend on
others and improve our self-dependence. There are ways to increase this skill that trainers must show their
trainees such as comprehending personal skills and knowledge constantly.

c) The training methods

We use 3 main training methods, each of which will suit different training contents above:

 Role playing: This begins with the trainer describing the situation and assigning the role for each
staff. This type of training helps the managers easily evaluate how their employees solve the real
problems and helps the staff easily fix their mistake for better performances.
 On-the-job training: This is considered a costless training method. The trainer will explain and do
the sample 2 time first and then instruct the sales staff to do it right later. Finally, the trainer will
evaluate the staff performance and give feedback to them.
 Online courses: This is the most time-saving and costless for training sales people. Online courses
are also suitable for emergent training sessions and the training content of how to use selling
tools.
 Offline seminar at the company

d) The training route

Training Detailed Training Trainer Trainee Training

content content time method and
location
(Priortized
order)

31
 Biti’s 1h30’ Regional New staff Offline seminar
company sales at the company
information manager
and orientation

General 1h30’ Regional New and Online course

information sales old staff
about manager
Vietnam Vietnam
footwear footwear
industry and industry
Biti’s
positioning Biti’s 2h Regional New staff Offline seminar
positioning sales at the company
and main manager
competitors

Biti’s policy Sales policy 2h Sales store New and Online seminar
manager old staff
Warranty
policy

Current
promotion
programs

Product Biti’s 1h30’ Sales store New and Offline seminar

knowledge product lines manager old staff at the company

Customer- Customer 2h Supervisor New and Offline seminar

related demand, old staff at the company
knowledge hobbies,
shopping
behavior…

Sales skills Questioning 2h30’ Supervisor New and Role playing at

32
 and offering old staff the company
the sales skill

Negotiation 2h30’ – 3h Supervisor New and On-the-job

skill, old staff training
listening and combined with
empathizing role playing at
skill, the company
problem
solving skill

Sales tools How to sales 1h30’ Sales store New staff Online course
instructions management manager
softwares
like
KiotViet,
Sapo,
Hararetail,..

Team work 2h Sales store New and Role playing

and manager old staff (team building
independent activities)
work skills Location: Văn
Thánh tourist
area

Costs: 200-
400k/shelter for
10-15 people

Time 1h30 Sales store New and Online course

management manager old staff

Legal and 1h30 Supervisor New staff Online course

ethical issues

33
e) Training assessment

After those training sessions, we need to check whether how much our staff have learned and remember.
We have several ways to check this:

 Regular exams: This may occur once a week or once every 2 weeks depending on the allowing
time. The form of exams maybe online via computers or oral examinations or written exams
depending on which contents we are going to check.
 Cross check: This is to let employees evaluate each other, encourage the ability to exchange and
experience from each other and it is good for top managers to have a wider look about the
performance of each sales person.
 Actual performance check: This is conducted by Biti’s internal inspectors. After the training days,
these inspectors will randomly, regularly and suddenly check the performance at work of each
sales person without any announcement.

1.3. Sales structure

Biti’s is a quite large company and it divides its management into regions. Currently, the total number of
Biti's employees ranges from 8500-9000 employees, of which sales staff in reality, accounts for nearly 1000,
accounting for 11.1% of the company’s employees. Here is the organizational structure of Biti’s, the data of
which comes from the HR department of Biti’s:

Functions and duties of the department

 Board of manager.
34
The Board of Directors is responsible for operating the company's activities, proposing solutions and
operating the company according to the set goals, and regularly reporting the company's situation to the
Board of Directors.

 Administrative and financial division.

Accounting - Finance Department (Finance and Finance Department): was established with the role of
financial analysis and management of the company, responsible for regularly monitoring revenue and
expenditure activities for assets and capital of the company. the company, and must regularly report to the
board of directors on the company's financial resources to advise the board of directors. The financial
accounting department is obliged to operate professionally, ensure timely, complete, honest and accurate
accounting.

Department of Human Resources and Legal Administration (Department of Human Resource Management
& Administrative Law): established by the decision of the Board of Directors with the role of advising the
Board of Directors on legal issues related to the activities of the enterprise, and at the same time helping
Assist the Board of Directors in managing administrative, management and human resource training issues
for the company.

Quality assessment department (Quality assessment department): Quality assessment department is

responsible for managing and checking the quality of products, managing and building a product quality
system, ensuring for the footwear products of the company. The company always meets the requirements of
ISO 9001:2000.

Information Technology Application and Inspection Committee (IT Department): was established for the
purpose of monitoring, managing and maintaining activities in the field of information technology,
improving the application of information technology in the industry. effective management, production-
business and corporate governance.

Price verification team (TTG Team): was established for the purpose of monitoring, managing and
maintaining activities in the field of information technology, improving the application of information
technology in management and production. -Effective business and corporate governance.

 Business plan block.

Production Planning Department (Production Planning Department): perform tasks related to the supply of
materials, machinery and equipment, spare parts, labor tools, ... for production.

Export Sales Department (Export Business Department): has the role of advising and assisting the Board of
Directors in the fields of business, export, marketing, international market expansion, foreign relations,
negotiations with foreign customers.
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Product Research and Development Department (R&D Department): has the role of advising and assisting
the Board of Directors in the fields of business, export, marketing, international market expansion, foreign
relations, Negotiate with foreign customers.

Business Administration Department (Department of Business Administration): administers domestic

business activities, reports to and is responsible to the Board of Directors for the business situation of the
company's branches and centers. Production Executive.

Fabrication workshop: As a unit under the production management division, responsible for managing and
operating the workshop, organizing the production and carrying out the production of Mouse, EVA sheet,
other semi-finished manual stages. such as slicing, splitting, pressing footprints, etc., and transferring them to
the next workshops for completion.

Cutting and stamping workshop: Responsible for managing and operating the workshop, organizing
production and performing processing such as: cutting, stamping, laminating, following decorative details,
etc. of semi-finished products and transferring them to the divisions. Next workshop to complete.

Silk-screen printing - picture closing workshop: Managing and operating the workshop, organizing
production and performing production of semi-finished products such as: silk-screen printing, image closing,
sole covering, etc., semi-finished products and transferred to the next workshops to complete product.

Leather sewing and delivery workshop (MD&HCGH Workshop): Has the function of producing and
finishing products, packaging, and is the final stage to complete production. The factory has its own
warehouse to gather goods and deliver goods to customers.

With the total number of employees in the sales department of up to 1000 people, we aim to build the future
sales structure based on regions and the nearly-suitable model is the lines sales department organization:

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 Figure 3: Future sales structure of Biti's in HCMC

Biti’s totally has 45 stores in HCMC, which are appropriately allocated in different districts and here are
the store number of each district:

 District 1: 2 stores
 District 2: 2 stores
 District 3: 2 stores
 District 5: 1 store
 District 6: 3 stores
 District 7: 3 stores
 District 8: 1 store
 District 9: 3 stores
 District 12: 3 stores
 Gò Vấp: 6 stores
 Bình Thạnh: 2 stores
 Bình Chánh: 3 stores
 Tân Bình: 4 stores
 Thủ Đức: 2 stores
 Tân Phú: 4 stores

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  Hooc Môn: 1 store

Each supervisor will be responsible for 4-5 district, that is why we have totally 4 supervisors for HCMC
region:

 Supervisor 1: Manage all the stores in Gò Vấp, Bình Thạnh, Hooc Môn and Bình Chánh (12 stores in
4 districts).
 Supervisor 2: Manage all the stores in district 1,3,12, Tân Bình (11 stores in 4 dictricts).
 Supervisor 3: Manage all the stores in district 5,6,8, Tân Phú, Bình Tân (11 stores in 5 districts).
 Supervisor 4: Manage all the stores in district 2,7,9, Thủ Đức (11 stores in 4 districts).

Under the supervisor level, each store will have one sales store manager, who is responsible for managing
all the sales people at that store:

 12 sales store managers report to supervisor 1.

 11 sales store managers report to supervisor 2.
 11 sales store managers report to supervisor 3.
 11 sales store managers report to supervisor 4.

The number of sales people at each store will depend on the revenue at that district. For examples, the
demand for Biti’s products in Gò Vấp is higher than that of other districts, that is why the number of sales
people in all the stores here will be more than that of other districts. The estimated number of sales people in
busy districts will be 5-6 people, whereas other ones will be about 3-4 people

2. Sales process

2.1 Prospecting

We are going to build our own sales process, including totally 8 steps and starting from finding our
potential customers. In this step, our sales people will write a list of Biti’s potential customers with the same
characteristics, hobbies, personalities, shopping behaviors, ages, genders, … After that the sales staff will
actively find them through several channels.

Here are the list of Biti’s potential customers that every sales person needs to know:

 Age: Teenagers and young adults (15-25 years old)

 Located mainly in big cities: HCM City
 Needs: They need to find shoes that can be worn to school, to work and to play sport or to join many
ourdoor activities.

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  Wants: They want to have shoes that not only affordable, fashionable, durable but also comfortable
when wearing.
 Hobbies: Playing sports, doing outdoor activities, listening to music, traveling, …
 Lifestyle: Dynamic, experiencing and exploring new things when traveling, doing exercises and
playing sports regularly, …
 Daily style: Wearing fashionable clothes along with suitable shoes, focus on the aesthetic of the entire
outfit.
 Shopping ocassions: Holidays (Tet, X-mas) and promotional days (Black Fridays, end-of-season
sales, …)
 Shopping behavior: Love trying products directly (buy at stores), preferring buying products online
when being sure everything about the products (fitted size, color).

The next thing to do is to determine where can we find those customers. Here are some channels and
places that Biti’s sales people can find their customers:

GT channel

Traditional business models such as new markets, markets, and groceries.

Ways to reach customers:

1/ Capturing customer needs

Audiences buy emotionally rather than learning about the features and origins of the product, to know the
right way to reach customers and to provide the right things they need.

2/ Develop promotions and incentives for customers to increase customer attraction

3/ Skill training for sales staff

Sales staff are people who have direct contact with customers of the business. Therefore, focus on training
communication skills for employees to achieve high results in negotiations with customers.

4/ Pay attention to customer care

Doing a good customer service function will increase their loyalty. Customers will return to the store more
and have a list of potential, loyal customers.

MT channel

Large points such as: Supermarkets, convenience stores, commercial center.

Ways to reach customers:

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1/ Increase interaction with customers

There are specific tactics to bring products to customers fastest

2/ Understand the product's position in the market

To get the right sales and marketing strategies for each type of product.

3/ Main shelf business strategy

Make good use of shelf tactics to attract customers' attention and increase the competitiveness of products
compared to other brands. Thereby bringing products to customers quickly and easily.

4/ Strategy "secondary shelf"

Eye-catching product layout, smart product arrangement, attractive products,...

Online channel

Ways to reach customers:

 Identify potential customers and visualize their habits and behavior on social networking sites.
 Participate in pages, groups,... where many customers gather to advertise and introduce information
about products of the business.
 Write product advertisements to reach many potential audiences and save costs.

Places to find customers:

Social media platforms (Facebook, Instagram, Zalo, Tiktok):

 There are groups on Facebook that are related to shoes, playing sports, fashion, … where people often
share their shopping experience and expectations. We can approach those groups to find our
customers.
 Audience insights of Facebook: We can search for psychology, demography, behaviors, … Moreover,
we can also search for other similar fanpage having the same customer pool with us, thus we can
easily find our potential customers.
 We can also find our customers by checking some information such as: Friend and follower list of our
fanpage (or similar page) and of our KOLs (Sơn Tùng MTP, Soobin Hoàng Sơn, …)

Email marketing: We should create several link/forms to give catalogue, free useful documents for
customers and ask for their email address. After receiving them, we will send email marketing to them, the
contents of which are the company and product information, attractive promotion program, …

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 Telesale: Based on the secondary customer data, we can conduct several calls to find our exact customers.
However, a sales person must select the phone number carefully before calling to avoid wasting time.

Google Adwords: By making use of the key words that people often search for, we can easily find our
customers. However, we have to pay for using Google Adwords, which we have to consider carefully before
doing.

SEO campaigns for website: We try our best to make our key words about Biti’s products to be on top
searching of Google, which will be easier for us to find customers because they tend to click to the first links
when searching for something. However, this way needs lots of time, effort and money, that is why we need
careful considerations before using SEO.

Selling booths at exhibitions and fairs: By building Biti’s selling booths at some fashion exhibitions and
fairs, people who interest in Biti’s products will come and ask for information. Therefore, we can determine
our customers and keep contact with them by asking for their phone number/ social media accounts.

Other sources: We can find potential customers by asking information from our present customers, from
our employees, from our relatives, …

2.2 Pre-approach

Before approaching our customers, we need to collect important information about these customers, which
are their nature needs, problems, personal habits, hobbies and buying behaviors. Further more, in order to
successfully approach customers, sales people should prepare all the knowledge of Biti’s products and other
relevant policies such as warranty policy, return policy and loyal customer policy so that when being ask
about those information, the sales people can confident present them to the customers.

2.3 Approach

There are several ways to approach customers thanks to the development of the internet and social media.

Social media platforms: For customers who contact Biti’s via social media platforms or call us via our
hotlines to look for consultation, a sales person of us needs to seek a personal meeting with them, maybe at
the store for deeper consultation and better direct experience with the products (try on shoes, check the shoes
quality directly).

Direct approach at the selling stores: For customers coming directly to Biti’s store, there are some
situations available such as:

 They have already search for the products information and have their favorite shoes but they just
worry about the size. Therefore, they come to try on the shoes and if fitting, they will buy that shoes.

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  They do not know everything about the products and they need direct consultation to choose their
suitable shoes (demand for consultation of even the outfit style).
 They just pass by the store and want to have an overlook with Biti’s products, therefore if a sales
person know how to impress them first, maybe they will come up with a buying decision.

For each situation, the approaching methods are quite different. However, starting the approach with an
impressive greeting, including the smile, bowing and attractive welcoming sentence like “Welcome to Biti’s,
have a nice day”, will boost the ability to close the sale. By using automatic combined with live chatting, we
can also approach customers easily when they click to the advertising posts.

=> That is why in this step, Biti’s sales people need to manipulate the knowledge about how to offer a sale
from the training sessions.

Another common way to approach customers is through selling livestream. Customers having demand
will join the livestream and ask for the products’ information.

d) Needs identifications

A brief talk with customers about their current needs, expectations and using purpose will help the sales
people catch up with the situation to offer appropriate consultation. Listening carefully to what the customers
are expressing to help them solve their own problem. This technique is trained carefully in the training
course. By using selected questions, sales people can easily exploit information from customers and here are
some useful questions that every sales person can apply:

 Who do you want to buy this product for?

 What price range are you looking for?
 What do you use this product for?
 How often will you wear this pair of shoes?
 What style/decorations will you prefer?
 Do you know what our products are like?

To be easier for our sales people to identify customers needs, we also list some of the most common needs
when customers search for Biti’s products:

 They need shoes for their daily activities (go to school, to work, enter outdoor activities, play sports,
…): Emphasize the functions and the suitability of each products to customers in the next step.
 They need specifically-designed shoes to match some of their clothes: Emphasize the unique designs
of products in the presentation step.

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  They need durable and multi-functional shoes that can be worn in every events: Emphasize the
technology, materials and design of products.
 They want to by products as a gift for their beloved ones: Emphasize the suitability and packaging.
 They love to own high quality shoes but have limited budget: Emphasize the affordable price.

Besides, customers with different ages will have different needs and preferences, which the sales person
needs to remember clearly:

 Under 14 years old: Their parents will choose shoes with more colorful and kids-related designs (fairy
tales, superman, …), high durable and safety for their children.
 From 14 to under 30 years old: They tend to choose shoes with modern details, high fashion to suit
their outfit and they care much about the price.
 From 30 years old: They care much about the quality and the multifunctionality of the shoes. The
shoes model must not be too young, too colorful.
 Older customers: They care a lot about the durability of the shoes and they tend to choose dark-color
products.

2.4 Presentation

In this step, it is important that the sales people can highlights the advantage of the products to impress
customers. By providing detailed information of the products, including the price, the designs meaning,
materials, technology and functions, size available, … with appropriate emphasis on customers’ demand,
customers can easily choose their suitable shoes. It is also necessary that we can consult the wearing style for
them, for example, this Biti’s shoes will match with some outfits like short and T-shirt, ..

Additionally, by giving feedbacks from previous customers to the current ones, our consultation can be
more reliable to them. A salesman must also produce testimonials, awards of Biti’s to support the
presentation with reliable evidences to customers.

An important note is that we should not tell customers the wrong or “fake” functions of the products.
Instead we just use more beautiful words to describe our products. Additional, we must let customers feel
that they can try on every product they want, we should not be scared of wasting time and limit their
experience.

Moreover, in order to impress customers more, we should show our promotion program and hot deals.
Warranty, return and loyal-customer policy should be explained to customers clearly to avoid problems occur
after purchasing. Paying methods with specific promotion must be explain simultaneously, too. Finally, do

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not forget to ask customers to open accounts to accumulate their points when shopping at Biti’s, which helps
encouraging their shopping frequency at Biti’s.

2.5 Handling objections

In a lot of situations, customers will feel reluctant to buy our products because of some common reasons,
such as:

 They do not know if Biti’s products are better than those from other brands or not.
 They buy shoes for others and be scared that the shoes will not suit that person.
 They reconsider the price again and feel worried if the quality does not match the price.
 They do not sure if the products suit them and they need to ask their friends, relatives,…

When facing those situations, the first important thing a sales person should do is listening carefully to
their inquiry, reasons for hesitation, thus finding out the problem that customers are facing, what has
prevented their decision to use the product. Customers may ask us some questions to clarify their problems.
At that time, we must thank them for their questions and answer them to the point, avoid beating around the
bush. Here are some techniques for Biti’s sales people:

 If customers are not able to choose between Biti’s and other brands’ products: We should sum up all
the highlighted USPs and PODs of our products and emphasize more the policies and our additional
supports to customers during using the products. We should avoid bring down competitors with
aggressive words because it may cause adverse effect.
 If customers are worried about the products not suit their friends, family: We should ask them again
about their needs, purpose of use and confirm to them that this product will meet that demand.
 If customers are sensitive to the price, we highlight again the technology, materials and benefits when
wearing, additional consultations and supports during using to them to let them see that the quality
outweighs the price. Showing them more feedbacks from old customers to prove what we have
consulted.
 If customers ask about the products information again, we should patiently explain to them.

2.6 Close the sales

 In this step, a sales person of Biti’s should confirm again customers’ choices.
 Avoid yes/no questions such as “Do you buy this products?”. Instead we should say “Let me wrap
this pair of shoes for you and please come to the payment desk to purchase. Thank you very much”.
 After receiving the customers’ consent, we should mention again the warranty, return policy to make
sure they understand them all and offer them suitable payment forms. Do not forget to say “Thanks

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 for shopping at Biti’s” and offer to continuously consult and support them during their using
products.
 Finally, do not forget to ask customers for registering to be a member of Biti’s and popularize to them
about the point accumulation program to stimulate their future shopping at Biti’s.

2.7 Implementation

Salesman must remain in live contact with customer to know if they satisfactorily use Biti’s products and
idenify if problems and complaints occur. Improving and enhancing customers’ experience with our products
are wise moves to help build a file of loyal customers.

Building after-sales customer care process:

 Stay in touch with customers

Often, when completing a purchase or sale, it is the customer who turns to the product when there is a
problem with the product, not the business. Maintaining contact with customers even after an agreement is
reached will help customers truly believe in a professional and responsible working style.

This is also a way to help you maintain good and strong relationships with your customers. Right in the
process of customer care, please exchange information with customers such as: phone number, email, address
... or any information that can help you later.

 Provide timely support

Not only asking for social contact, what customers care about when having a problem is the solution from
the business side. During the communication process, if the customer has a problem with the product, help
them stay calm and offer the fastest solution. If the problem refers to the business side, we must say sorry to
them and solve the problem as thoroughly as possible. If the problem occurs on the customer's side, direct
them to the store's headquarters to have it resolved, or in simple cases, guide them to solve the problem with
their own product.

 Regular ask about using experience and feeling of the products to get feedback from customers

This is considered an important step but is overlooked by many businesses. Customer feedback is an
important database to help businesses track satisfaction levels as well as suggestions from customers' wishes
and desires, thereby improving product quality and service. service perfectly.

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 3. Sales policy

3.1 Price policy

To achieve the target sales, Biti's implements the following pricing policy:

· Flash sales is one of Biti's effective sales policies. In addition to helping businesses increase sales, the main
purpose of flash sales is to expand the file of new leads in a certain period of time. Usually a flash sale
program will take place in a certain time frame such as 0h, 9h, 12h, ... or in a day or a few days in a row.
Specifically, we can easily see that Biti's chooses to flash sale at 0:00, because this is the time when young
people - a group of potential customers have time for shopping, and when hunting sales at that time frame,
they will also have a sense of conquest. Therefore, at that time, businesses will have a larger order than usual.

· Customer gratitude program: Customer gratitude is one of the popular sales policies applied by Biti's. Each
specific customer will be applied separate gratitude programs. This customer gratitude program is often used
in large stores, if customers buy here, they will get extremely attractive gifts and incentives. For example, the
gratitude program for customers who have a birthday in August when making purchases will reduce 30% on
total orders, or give a shoe insole when buying orders over 1 million VND.

· Same price: A series of products of the same type are grouped together and sold at the same price.
Customers who buy each item separately will have to pay a higher price.

· Write retail prices, write down numbers: Selling prices are usually stated in odd numbers and one unit less
(99k instead of 100k, 999k instead of 1,000,000). Setting retail prices to less than single digits is a
psychological trick, making customers less defensive about prices and easier to make purchasing decisions.

· Combo sales: This is a way of selling to encourage customers to buy many products in the same purchase,
this sales policy helps to accelerate sales. For example, when buying a combo of Biti's sneakers, Biti's
western shoes will enjoy a more favorable price than buying each item individually. Or it could be selling
skin care products with a face wash to stimulate customer demand.

· Multi-level promotion (recommended): This is also a popular sales policy used by many business owners
and effectively increases sales. In this sales method, Biti's will offer specific promotion methods for old
customers to successfully refer new customers. For example: If a customer who has purchased a temporary
product called A introduces customer B to buy or use the service at the store, that customer A will receive the
promotion that the business owner offers. Similarly, the customer B referred to buy a new customer will also
receive a gift or promotion. Spending a small amount of money on customers can help Biti's create good
relationships with customers, creating opportunities to retain and build customer loyalty.

3.2 Loyalty policy

Conditions for accumulating points when buying at website bitis.com.vn:

· The program only applies to orders placed at website bitis.com.vn.

· Customers must log in with the correct registered account when buying goods on the website and use the
correct registered phone number when buying at marketing stores.

· If the customer does not have an account on the website bitis.com.vn but has already registered at the
marketing store, they will need to register on the website but note that they must enter the correct phone

46
 number that has been registered at the marketing store to be eligible for registration. Synchronize pre-existing
scores.

· The promotion program for members cannot be applied in conjunction with other promotions that are
available at the same time on the website. To enjoy existing promotions, customers can log out of their
member accounts and place orders as usual.

· Applies to both cash payment orders for the carrier or online payment. When the order is updated and
completed on the system, it is considered complete and scored.

· Shipping fees do not count towards accumulated points.

· Calculation of points and discount for orders will apply according to Biti's policy issued.

Offers for loyalty members:

· Member customers: New customers register a purchase account at webiste bitis.com.vn and will accumulate
points for each successful order.

· Silver members: Reach sales from 2,000,000 VND – less than 4,000,000 VND; 3% discount on every order
after being promoted.

· Gold members: Reaching sales from 4,000,000 VND – less than 8,000,000 VND; 5% discount on total
order value after being promoted.

· Platinum members: Reaching sales from 8,000,000 VND; Discount 7% of total order value after being
promoted.

Note:

· If after 1 year of promotion, the member does not have enough accumulated points of the card class, the
membership level will be adjusted down accordingly.

· All benefits and rules for participating in the loyalty program may change depending on Biti's regulations
from time to time.

3.3 Return policy

* Change shoes size

Condition:

· The product is 100% new, unused or washed, with original warranty card, product label, not dirty,
scratched.

· Customers must have a delivery invoice (delivery note, order confirmation email).

· Within 7 days from the date of receipt.

· Apply 01 product to be exchanged 01 size different from the purchased size and can be exchanged 01 time.

· No support for products with notice: no return - warranty applies.

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· Does not support changing samples on demand.

· Does not support returns and refunds.

Location:

· For size change: At all Biti's marketing stores nationwide (if products are available and sizes are available).
List of marketing stores here. Support time from 14h00 to 20h00 weekdays.

· For size change / color change / pattern change when the size is out of stock: Send to Biti's delivery center
at: 95/6 Tran Van Kieu, Ward 10, District 6. Support time to change size at the warehouse from 09h00- 11:00
& 14:00 - 16:00 (Tuesday - Saturday).

Note:

· Customers can only change 1 size difference compared to the original size. For example: Black Hunter X2
model size 40 runs out, the size to be changed will be changed to the corresponding red Hunter X2 size. Size
40 is accepted to change to 39 (1 size down) or 41 (1 size up).

· Only applicable to change to another product in case the size is out of stock, the color of the product to be
changed, the new product must have a value greater than or equal to the previous product (customers will
make up for the difference if the value is not changed). higher and the difference will not be refunded if the
value is lower).

* Return and exchange when the product is defective

· Check the return conditions below.

· Pack the product and all the accompanying extras to Biti's delivery center as instructed.

· Get new products.

Condition:

· When Biti's delivered the wrong color, wrong size, wrong product or damaged product by the manufacturer.
Customers send the received product images with the order code to email: tuvan_online@bitis.com.vn for
support.

· The product to be exchanged is 100% new, unused or washed, with original warranty card, product label,
not dirty, scratched, full packaging, box bag (if any).

· Customers must have a delivery invoice (delivery note, order confirmation email).

· Within 7 days from the date of receipt.

· Except in the case of being entitled to exchange as above, Biti's does not accept to handle other issues.

Note:

· In case the defective product is sent to Biti's in exchange, the specific location instructions will be
provided by the consulting department according to the email that the customer has contacted.

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 · In case the product is defective and needs to be exchanged, when it is sent back to exchange but it is
out of stock, the customer can change it to another product with a value greater than or equal to the
previous product (the customer will compensate the difference if the value is high). and the difference
will not be refunded if the value is lower).

3.3 Warranty policy

*Applicable conditions and warranty period

Condition applied

· Customers who buy Biti's products will receive free warranty for the following cases: Open glue, thread
break, keychain broken, decorative motifs (bows, buttons, flowers, ...)

· When providing warranty, the customer must provide the invoice (delivery note) and the product's warranty
card.

· Warranty processing time: From 1 to 20 working days from the date the factory receives the product,
depending on the degree of damage of the footwear.

· No support for products with notice: no return - warranty applies.

· Warranty support period from the date of purchase: 3 months from the date of purchase.

Warranty reception location:

· At all Biti's marketing stores nationwide. List of marketing stores here

· Biti's online warehouse at: 95/6 Tran Van Kieu, Ward 10, District 6, City. Ho Chi Minh.

Note:

· In case the warranty period expires, the footwear is damaged due to natural wear and tear or is strongly
influenced by the outside. However, the repair and shipping costs are borne by the customer.

· Slow goods, slow trends are not covered by warranty.

e) Delivery policy for Ho Chi Minh area

Delivery policy of online orders (web/app/chat/call)

In order to bring the most suitable choice to customers, Biti's deploys 2 online delivery methods:

Express delivery: Receive goods in 30 minutes - 2 hours

Choose delivery time: Customers choose the desired delivery time

Depending on the individual support policy at each time, product and location of the customer, the order
will show different shipping methods and final fees.

Biti's offers a variety of delivery services and regularly updates delivery fee incentives with the desire to
best serve customers, but in reality, unexpected risks may arise in operation. In this case, if you have any
information to exchange, please contact Customer Care at the toll-free Hotline number: (8am-22pm, all days
49
of the week). Biti's is committed to checking orders and having a settlement policy suitable for each specific
case.

Delivery process

When receiving goods, customers should note the following:

- Open the package and compare the goods with the invoice

- Check the actual product is correct with the product that the customer has ordered or not.

- Check the packaging and the product for damage during transportation.

If you are not satisfied with 1 of the 3 above, you can ask the delivery staff to confirm and return the goods.
Biti's will not be responsible for dealing with Customer's claim for lack of goods or wrong delivery after
Customer has signed for receipt and payment.

Note: The order will be automatically canceled if the delivery staff cannot contact the Customer at the time
of delivery (maximum 3 calls and each time is 10 minutes apart).

3.4 Payment policy

Biti's is currently applying 2 payment methods including: prepaid payment and payment on delivery.
Details of these two payment methods are as follows:

• Payment on delivery (COD): You pay in cash when receiving the product from the delivery staff.

• Payment by card: You pay by credit card/ATM online, the product will be delivered to you within 1-5
working days after successful payment.

3.5 Privacy Policy

This website is managed by Binh Tien Dong Nai Co., Ltd (Biti's). When each customer visits this Website,
the website automatically saves the IP address along with the domain name. We also use testing tools such as
“cookies”. A cookie account will store data that the website's server sends to your browser when you visit the
website, the use of this function will help us support and learn the needs and tastes of our customers. when
accessing our Website. We also combine information about your IP address and domain name with other
information you provide. This information is provided through the emails you send us, or the information
you fill in when you want to register, provide feedback, request support, respond to a survey or participate in
a meeting. contest/promotional activities.

Collection of personal information and other user information

Information collected through our Website helps us:

- Support customers when buying products

- Answer customer questions

- Provide you with information about the latest software versions & updates on our Website

- Review and upgrade the content and appearance of the Website

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 - Take customer surveys

- Carry out promotional activities related to Biti's products and services.

To accomplish the above purposes, our company will consider sharing information with partner companies.
Information may be shared with third parties that we believe will accomplish the goals set out above.
However, in this case, we will try to ensure that the recipient cannot take advantage of your information to
perform purposes other than those that we have set out to the extent permitted by the customer. customers,
we will also ensure that they will not use this information for unauthorized purposes. Information is disclosed
to third parties only in special cases when required by law or competent authorities. In particular, we do not
rent or sell your information to any third parties (unless it relates to our need to sell our entire assets or
business as mentioned).

You have the right to ask us to allow you to access or correct or delete your personal information, or if you
have any questions about the terms of personal information, please email us. .

When you submit your personal information to us, you agree to the terms we have outlined above. We
promise that the information you have provided to us will be kept confidential and used to your maximum
benefit. Biti's will make every effort to ensure that your information is kept confidential. However, due to
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the Website

4. Evaluation

4.1 Recruitment program evaluation

Number of candidate records: Whether the recruitment process is effective or not is partly judged by the
number of applications. When building a good employer brand, it will bring many benefits to the business, in
addition, it can be communicated to the candidates to ensure accurate and complete information to find the
right employees for the job. vacancies, especially during the application process. The number of records
obtained shows the level of reliability, clarity and efficiency in the recruitment information of the enterprise
and vice versa.

However, the number of applications is large, but it is not possible to guarantee that the absolute criterion to
evaluate the effectiveness of the recruitment process is because many candidates do not really understand the
position they are applying for, and at the same time, about the position they are applying for. qualifications
and experience may also be inconsistent and flawed. With a large number of resumes, through a careful

51
search and selection process in all resumes, then the employer will schedule an interview with each person or
all the applications that the recruiter wants. Approved “people with a high level of fit for the company”.

Recruiting time: Recruitment period is the amount of time an employee spends during the recruitment and
preliminary training process for a position successfully applied for by an employee. Recruitment time is
calculated by the number of days or weeks of approved recruitment information until the time of successful
recruitment and receipt of that employee. Optimizing recruitment time and achieving the optimal level as
well as ensuring certainty and safety when promoting employees to the right position is one of the top
requirements of the human resources department. This helps to meet the staffing needs of the business.
Recruitment time is one of the criteria to evaluate recruitment effectiveness and has a close relationship with
the recruitment department during the implementation process, in addition to the process of searching,
reviewing, interviewing and meeting that recruitment process. Employees with enough experience and good
working capacity are also highly focused by the human resources department of the company to bring about
high efficiency and optimize time for the business..

Time KPI for Number of candidate records

1 month 400

2 month 600

Candidate quality: Recruitment period is the amount of time an employee spends during the recruitment
and preliminary training process for a position successfully applied for by an employee. Recruitment time is
calculated by the number of days or weeks of approved recruitment information until the time of successful
recruitment and receipt of that employee. Optimizing recruitment time and achieving the optimal level as
well as assurance and safety when promoting employees to the right position is one of the top requirements
of the human resources department. This helps to meet the staffing needs of the business. Recruitment time is
one of the criteria to evaluate recruitment effectiveness and has a close relationship with the recruitment
department during the implementation process, in addition to the process of searching, reviewing,
interviewing and meeting that recruitment process. Employees with enough experience and good working
capacity are also highly focused by the human resources department of the company to bring about high
efficiency and optimize time for the business.

Experience Number of received candidates KPI for offer Acceptance Rate

(%)

1 year 120 95%

2 year 100 98%

More than 2 year 20 80%

52
 Offer Acceptance Rate: Based on statistics on the number of candidates recruitment strategy through
measured metrics throughout. recruitment and closing process. In fact, not all candidates accept a job offer at
a company.

Proposing solutions to related recruitment issues:

Criteria Correction direction

Number of Managers can review social networking sites for recruitment such as Facebook or
candidate records Google Plus, Twitter, LinkedIn, Pinterest are the social networks that users love. The
high average time spent on social media per day makes social networking an
indispensable tool for building a recruitment system and effectively implementing
recruitment campaigns via social networks. In Vietnam, the survey shows that 50.9%
of senior personnel regularly go to social networks to update information about the
working environment and career opportunities at large companies. Therefore, through
social networks, employers will reach a huge number of candidates

Hiring Time Ineffective recruitment can stem from ineffective timing in the recruitment process.
This may affect the amount of applications sent in

Candidate quality The job description is one of the most important elements in the job announcement. A
and recruitment clear job description needs to record the tasks set for each position, the professional
target rate skills that the candidate must have, the personality, and the important qualities the
candidate needs to complete the task. Service, working conditions... The
consequences of writing a generic, unclear description is that the candidate does not
know the job you need to recruit. This will waste your time when you have to explain
the job again during the interview, or after the candidate applies. The clearer and
more detailed the description, the better your chances of hiring good employees and
helping you screen out unsuitable candidates.

53
 Offer acceptance After the resume screening and interview process, disagreement between the
rate after interview employer and the candidate may occur. This can greatly affect the time and cost of
recruitment for businesses. In this case, the human resource manager of the enterprise
should regularly evaluate the candidate through the recruitment rounds carefully,
carefully, provide the candidate with good experiences and make the most impact and
impression. determined for the candidates.

4.2 Performance evaluation of sales personnel (after training)

The primary goal of evaluating salesperson performance is to determine how well each salesperson,
consultant, and customer care team member has performed during training and implementation. any. In
addition, the results of the sales performance assessment can be used for many other sales management
purposes such as:To make the rewards consistent with the sales persons performance:

· Facilitating rewards consistent with salespeople's performance, encouraging morale, and retaining highly
experienced and high-quality, high-performing employees.

· Assess the quality and find out what is lacking in each employee.

· To find out the employees who needs to be terminated

· To identify the training and development needs of the employees

The job evaluation helps businesses and managers gain many benefits such as:

·- What is the actual working process of employees like?

·- Control the progress of work completion

·- More accurate and objective grounds for making development plans, business plans as well as human
resource development

- Can base to adjust plans, goals if necessary.

To evaluate the sales performance of salespeople, we propose to use the method:

Objective Setting Methods through the following indicators:

► Number of Leads Contacted: The number of leads contacted tells the business exactly how active your
salespeople are towards those leads. Furthermore, this KPI also tells the manager if something is wrong with
the merchant's customer funnel. Managers fully know that increasing reach is essential for business growth
and therefore CRM tools to help reach more potential customers.

54
 Number of Leads Contacted/month

Experienced sales staff less than 1 year 30

Experienced sales staff (1 <year <2) 60

Experienced sales staff more than 3 year 100

► Quote-To-Close Ratio: Quotation close ratio not only shows the percentage of opportunities hit, but also
shows repurchase potential for paying customers. This sales performance metric can really give a business
insight into how effective a salesperson is in closing deals, especially in the negotiation process that helps
you move customers from one place to another. Buy once to become a repeat customer for your product.

► Sales Quota Attainment: The sales quota attainment metric for whether sellers are really close to those
goals. The most important thing, however, is that tracking this metric will give managers insight into how
well sellers are doing. Furthermore, when comparing it to other metrics, such as Close Rate and Number of
Leads Contacted, it can also help determine if sellers are moving away from their goals.

► Total Revenue: Another extremely important metric for most sales teams is total revenue. Essentially,
this metric shows how much money a seller received during a specific time period, excluding discounts or
giveaways. Managers track sellers' sales on a monthly or yearly basis to review and make timely adjustments
to the company's business.

Total Revenue/month (Million VND)

Experienced sales staff less than 1 year 28.5

Experienced sales staff (1 <year <2) 57M

Experienced sales staff more than 3 year 95M

55
Criteria for evaluating employees after training

Criteria Density KPI Complete

(%) (%)

Number of customers consulting through calls or 10% 30 Customers

messages

Number of customers for direct consultation and 20% 15 Customers

quotation

Reach the quota quota 50% 28.5M (VND)

Total sales exceeded target 20% Greater than 110% of

Quota

Total KPI

Note:

After evaluating the employee's results after training, the upper management will hold a meeting with each
employee to review their working process. To provide timely assessments of your employees' strengths and
weaknesses, helping you achieve your goals and get better results. Salespeople's mistakes and directions for
improvement are as follows:

Number of customers consulting via call or text:

Managers can set target number of calls to be made and time of morning or afternoon calls, calls outside of
working hours. More calls equals more sales. You can even get successful calls during the day off. Review
and guide each employee's call planning: What is the goal? For example, will not introduce yourself, describe
the product and make a sale in a single call. A typical call will be limited to one of the above goals.

► So, if the goal is to schedule a sales appointment, write a script that focuses on this goal and sticks to it.
Avoiding getting dragged into the side discussion will help improve your odds of success and build
credibility with your clients. In addition, when you have a ready-made script, you can show your interest in
customers and will build the prestige of your product as well as your working capacity.

Number of customers for direct consultation and quotation:

56
At this stage, new sales staff will face many difficulties. Therefore, the manager can ask direct questions to
find out the employee's mistakes and appropriate corrections as follows.

· Unprofessional appearance: in order for customers to listen to them and accept their purchase, the sales
staff must be really professional in both appearance and attitude. This means preparing really well to appear
completely confident and appropriate in front of the client. People will buy based mainly on the trust and
enthusiasm of the seller, not really just because of the product knowledge.

· Talking too much: Asking customers to understand the requirements and desires of customers is trying to
sell, learn the desires of customers and so that the salesperson can guide customers choose the right products
and services they want.

· Using language is not skillful: Using words is the way we express and express our desires and they also
have a significant impact on the listener. Some words that we often use but in fact are not recommended, for
example the word "contract", we all know that a contract is a legal document to be binding between two
parties. Take note of the words employees use and replace any words that evoke a negative image with
another word with a more polite and positive connotation.

· Don't invest time in relationship building: Managers can guide employees in creating good relationships
and building trust with customers. No one wants to buy from someone they don't like and don't trust. Don't
just focus on demonstrating your ability to speak about the product in front of customers, but get to know,
learn and make a good impression on your customers before you want a chance to convince them to buy. .

Reach the quota: to motivate employees to meet the quota, the manager is to give them more material
values. These rewards are instantly visible, measurable, and usable, so employees are sure to love them. The
two most commonly used forms of rewards are salary increases and gift giving on special occasions. Of
course, to get those rewards, employees need to have a sales record, for example, a week-and-a-half increase
in personal sales or good processing of orders for the day. Thus, employees feel that their efforts are
rewarded and will strive more in the future. Motivating employees by giving more material values is the most
meaningful way. Because material gifts are both useful to life and show the manager's concern for those who
are dedicating to them.

Total sales exceeded the target: Creating a contest on sales, offering rewards to employees with excellent
achievements of the month, etc. is a way to apply sales to employees to create unexpected effects. And there
are many more ways to increase competition among store employees. If the competition is under control and
for development purposes, then for you, there are hundreds of benefits and no harm, on the one hand, it helps
to increase employee morale, and on the other hand, improves revenue quickly. It is important to make strict
regulations to avoid hidden competition, bad play that causes disunity, and even affects sales.

4.3 Sales policy evaluation

The policy is built to benefit both businesses and customers, this is to help businesses promote sales
efficiency and increase revenue effectively. For customers, the policy helps them to have a happy mentality
when they can reduce purchase costs or receive products that match their needs, etc. This will boost
consumer demand and retain customers in the future. next purchases. Criteria for checking and evaluating
Biti's sales policy are as follows:

57
 Criteria

Customer files and policies that work for them

Consistency of sales policy across departments

Sales policy should be set specifically on the sales system

Budget

Customer rating

Revenue

In addition, the loyalty policy applied on Biti's web site is also strongly applied to help businesses promote
products and increase revenue for businesses and at the same time help customers increase their trust and
appreciation. The quality of the company's products is higher. The following is the information that Bitis can
apply to evaluate when making a sales policy for customers when they are a member of Bitis:

Conditions for accumulating points when buying at website bitis.com.vn:

Step 1: The program only applies to orders placed at website bitis.com.vn.

Step 2: Customers must log in with the correct registered account when buying goods on the webiste and use
the correct registered phone number when buying at marketing stores.

Step 3: If the customer does not have an account at the website bitis.com.vn but has already registered at the
marketing store, they must register on the website but note that they must enter the correct phone number that
has been registered at the marketing store to be synchronized. pre-existing set of scores.

Step 4: The promotion program for members cannot be applied in conjunction with other promotions that are
available at the same time on the website. To enjoy existing promotions, customers can log out of their
member accounts and place orders as usual.

58
Step 5: Applies to both orders paid in cash to the carrier or paid online. When the order is updated and
completed on the system, it is considered complete and scored.

Step 6: Shipping fees do not count towards accumulated points.

Step 7: Calculating points and discount rates for orders will apply according to the published Biti's policy.

4.4 Suggest ways to solve the problem:

Currently, with Biti's sales policy for customers is quite attractive. However, businesses also need to optimize
sales policies more. Therefore, we propose that the use of GoSELL sales management software will be a
useful solution for businesses to optimize their sales policies. GoSELL allows you to group each loyal
customer and build a corresponding incentive program. Helping businesses ensure the control of the entire
sales policy, eliminating errors in the process of implementing campaigns.

Businesses can create incentive programs set up right on the software in the form of incentives such as
discounts, discounts, buy X get Y or buy points. Moreover, business owners can also easily communicate
special offers to each customer group thanks to the Marketing feature on GoSELL. Businesses can send
messages to customers through their Zalo OA account, Facebook Fanpage, and respond to customer
messages simultaneously. All data will be stored and displayed on the system. Businesses can also create and
manage orders right on the system with GoSELL's GoSOCIAL product.

Product data, orders from many different sales channels are also stored accurately on the single admin page
of GoSELL. Managers can easily search and check order information according to specific statuses and
characteristics.

4.5 General plan evaluation

Influences from the market and workers make Biti's in particular and many businesses in the field of
consumer goods production in general difficult. Not only in the domestic market, the pressure on this
business also comes from the main export markets due to the impact of the pandemic or unprecedented
developments such as the Russia-Ukraine tension, the contraction comes from other countries. outsourcing
partner - one of the main business areas of Biti's.

As a result, the continuous growth chain is interrupted. Biti's revenue gradually decreased in 2020 and 2021.
After 2 years affected by the pandemic, by 2023, Biti's said that the business situation has rebounded with
positive growth.

59
Evaluation Target Prediction Backup solution
criteria

Ho Chi Minh Implement market The market demand for After the second quarter of 2023, in
City Market concentration strategy sneaker products tends to the third quarter of 2023, sales for
to increase market increase unsurpassed, this product line will increase
Product share in Ho Chi Minh especially in the period significantly, because the market
Line: Biti's City market from April to June 2023. demand tends to increase because
Hunter most of Biti's target customers are in
Increase market share The market share of this the preparation for new semester. So
to 35% in Ho Chi product line may increase Biti's can invest budget for online
Minh City market by 30%, lower than the marketing campaigns for the third
(Currently 28% - Q1 expected target because of quarter of 2023 to increase market
2023) competitive factors from share.
competitors.

Product Bringing quality Biti's Hunter product line Biti's can take advantage of financial
products suitable for has always maintained its resources to research and develop
residents in Ho Chi performance and generated the product's design to maintain the
Minh City a steady source of profit for popularity of its customers.
the company.
Selling 24000
products to the market So the predicted result can
be 10% more than the
target: 26400 products

Customer Approaching new With the advantage of Biti’s bring attractive sales policies
customers will create marketing ability and Biti’s to customers and convenience when
a continuous revenue target customers are young shopping so Biti’s can continue to
for the company so people, reaching new maintain its price policy to
Biti’s aims to customers will achieve attractnew customers.
approach 10,000 new huge results. Therefore at
customers more. this stage, Biti’s can reach
30,000 new customers
more.

60
Sales Target In the second quarter The product has potential, In order to avoid the case that sales
of 2023, Biti's sales the market has many do not reach the target sales, the
with Biti's Hunter potential customers, so the company can re-check and review
product line were expected sales will also and adjust the plan to find out the
47.78 Billion (VND) differ from (1% -5%) with wrong point to promptly recover.
the target sales.

Recruitment 200-300 Personnel The labor market in Ho Chi Biti's can expand the recruitment
with 1-3 years of Minh City is competitive, area so that more candidates can
experience in the the quality of labor is still apply, increasing their allowance if
consumer goods low they agree to workplace agreements.
industry.
Expected result: 180
employees

Training Human resources that After the training process, Biti's can invest a lot of time in
meet the requirements there will be some training candidates in core sales
proposed by the personnel who do not meet skills or in providing candidates
company: 150 the job requirements with financial security to retain
employees employees.
Expected result: 120

Sales policy Personalize sales The sales policy of Biti's Biti's may maintain other policies to
policy to suit each brings many conveniences increase stimulation for customers
customer and stimulates the shopping such as: buying in combos,
needs of customers. discounts when buying gifts for
Goal: attract 10000 relatives, special price incentives for
new customers and Expected result: increase students and students
retain 65% of old (2-3%) per target stat
customers

Sales process Personalize the sales By personalizing the online Biti's can apply AI technology to
process for each sales process, Biti's can integrate into the sales process to
customer through optimize the sales process. achieve the proposed target metrics.
online channels
Expected result: increase
Goal: increase the rate (2-5%) per target stat
of customers quote
and online
consultation time for
customers

Target: rate of

61
customers quote (2000
customers)

Target to reduce
online customer
consultation time: less
than 20 minutes

62
 CONCLUSION

With Biti's sales strategy analysis, it has brought real case studies to learners. In addition, the
implementation of the report also helps learners understand more about the process, policies, sales team

About how Biti's business regained its image in the eyes of young Vietnamese people, the super product
Hunter. Helping learners understand the successes that a business has in the growth stages of 2018 - 2019 and
periods of economic crisis 2020-2021, due to the inevitable negative impact of the brand from the Covid-19
pandemic. 19, despite the brand's efforts with familiar promotional campaigns, proud designs in Vietnam or
the promotion of sales on the online channel. However, according to the expected results, the footwear
market in the coming years will be positive and bring business opportunities for Biti's business.

-------------------

63
References

https://vieclamnhamay.vn/viec-lam/22805-nhan-vien-ban-hang-he-thong-bitis

https://doanhnghiepvadautu.info.vn/du-bao-san-xuat-va-xuat-khau-da-giay-viet-nam-tang-truong-manh-
trong-giai-doan-20222031.html#:~:text=D%E1%BB%B1%20ki%E1%BA%BFn%20%C4%91%E1%BA
%BFn%20n%C4%83m%202031,t%E1%BB%B7%20USD%20trong%20n%C4%83m%202022.

https://vsi.gov.vn/vn/tin-cong-nghiep-ho-tro/tong-quan-ve-nganh-giay-dep-viet-nam-trong-nam-2022-
c2id2133.html

https://cafebiz.vn/vi-dau-sau-4-nam-vut-sang-bitis-lai-dan-hut-hoi-doanh-thu-tut-doc-
176221026085055157.chn

https://bitis.com.vn/blogs/tuyen-dung/nhan-vien-tuyen-dung

https://blog.okrs.vn/kien-thuc-quan-tri/danh-gia-hieu-qua-cong-viec.html

https://www.bitis.com.vn/pages/chinh-sach-khach-hang-than-thiet

https://bitis.com.vn/pages/chinh-sach-doi-tra

https://bitis.com.vn/pages/chinh-sach-bao-hanh

https://www.bitis.com.vn/pages/chinh-sach-bao-mat

https://www.bitis.com.vn/pages/chinh-sach-bao-mat

64
Appendix

1. Interviewing questions

 Please introduce yourself: This question helps Biti’s know more about the candidates and form the
first impression of Biti’s to them.
 Please present what you know about Biti’s?: This question helps the recruiter identify the research
ability of the candidates and to determine whether these candidates have prepared well for the
interview or not. The ideal answer for this question should be the general information about Biti’s
(exact company’s name, headquarters, coverage in Vietnam market, products) and Biti’s competitors.
 In your opinion, what is a good sales person?: This question will show us the model of an excellence
sales person in the applicants’ mind, thus help us predict how this candidate will perform as a role of
a sales person.
 What will you do if you do not reach the KPI and cannot satisfy the customers?: This question reflects
applicants’ actions when not completing the tasks, which helps the employer know the level of
responsibility of the candidates.
 What are your strengths and weaknesses?: If the applicants can answer this question smoothly, it
means that they understand clearly about themselves, thus they will have clear developing route for
themselves.
 Why do Biti’s needs you? What you can do for Biti’s?: This question will show clearly whether the
applicants know what they are going to do in this position or not and their estimated ability of what
they can contribute to Biti’s.
 What will you do if you are criticized?: It shows how the candidates react to other comments,
indicating whether they are eager to listen and correct their mistakes or not.
 In your opinion, who are Biti’s customers and what do they expect when buying Biti’s products?: The
sales person needs to understand customers thoroughly, that is why if applicants can answer this
question correctly, they are really ready to be Biti’s sales person.

Note:

 These questions can be changed in their order, depending on different applicants and the
considerations of the interviewer.
 The interviewers can also add more questions if necessary.

65
2. Job description for sales person position

BITI’S JOB DESCRIPTION FOR SALES PERSON

Job title Sales person

Report to Sales store manager

The position of sales person at Biti’s consists of helping

customers to find what they are looking for, establishing
Job summary
and maintaining the relationships with them and try to
attract them to buy Biti’s products.

 Offer sales and consult the appropriate products to

customers.
 Recommend, select, and help locate or obtain the
products based on customer needs and desires.
 Manage all the goods, assets and equipment at the
store.
 Display, arrange and check the products’ quality
Responsibilities and quantity.
 Receive and resolve customers’ complaints and
suggestions.
 Keep track of the inventory.
 Regularly announce the sales promotion of Biti’s to
customers.
 Do the payment for customers.

Qualifications and requirements  Educational level: Having at least a high school

diploma. (prior to those having a bachelor degree in
business field (marketing, business administration,
…)
 Basic mathematic skills.
 Proficient in using office softwares (Word, Excel,

66
 Powerpoint)
 Be able to work under high pressure.
 Good team work and communication skills.
 Be able to work independently.
 Be honest, passionate and hard working.
 Eager to learn new things and self-improve.
 Good listening and sympathizing skills.

 Total salary: Basic salary (5M VND) + Business

salary (7% of total revenue) + Bonus
 Meal and daily-moving allowance
 Exciting, energetic and stable working
environment.
 Annual team building activities to tighten the
relationships between colleagues.
 Holiday gifts for you and your beloved ones (Tet,
Chrismas)
 Extra monthly bonuses, December bonus, 13th or
Benefits even 14th salary if the sales volumes are
outstanding.
 Opportunities to get promotion once every 6
months and transfer other positions/departments if
expected.
 Opportunity to be trained regularly to enhance
personal skills and knowledge.
 Social insurance (Vietnam social insurance law
2014), unemployment insurance (Resolution
No.116/NQ-CP (September, 24th,2021) and
occupational acident insurance (2015).

Working time  8 hours/day, be able to change the working shifts

with colleagues, have a maximum of 5 days off per

67
 month.
 Morning shift: 8:30 – 12:30 (1h30’ lunch time)
 Afternoon shift: 14:30 – 17:30
 Evening shift: 17:30 – 22:30

Working locations All Biti’s stores in Ho Chi Minh city

 Mail: tuyendung@bitis.com.vn
Recruitment contact
 Hotline: 028.6657.5590

68
Sales scenario

A: Hello Anh Khoa, I'm Kha, a real estate product consultant of Hung Phat Land company. I see him
every day on tiktok videos related to cooking, now I can see him outside. Externally he looks
younger than in the video.

B: Thank you Kha, nice to work with you

A: According to the text message chat in the last few days, about whether you want to search and
buy an apartment, do you plan to buy Adjacent or in a later period of time to buy, for example, you
are just looking for an apartment. search before canceling. And have you seen any apartments?

B: Yes, now I am about to move to Ho Chi Minh City to work and also need to find an apartment
where I can live and work so that it is convenient for traveling abroad and about 2 months I will
move in. Before that, I also looked through one of them, but for some inconvenient reason, I refused.

A: As you said, I've seen a few apartments, what do you have the most impressive experience about
so that I can advise you in the best way and avoid wasting your time.

B: I also went to see a few apartments, the thing that left me with an impression was not the house
but the excellent service there from the salesman to the security guards there I see all the time.
smiling happily, the documents are always ready and they know what I need, so I prepared first
before I could say it, they already gave it.6

A: Thank you for expressing the convenience of the job as you are also working with successful
people on social media. Knowing that Mr. Khoa will soon move to Ho Chi Minh City for work, he
needs to buy an apartment to work and there, he has no idea about the apartment he wants to buy
yet? Knowing more about your problem, I can help you find an apartment exactly what you want.

B: I have an idea, but it's not very detailed but there are some basic criteria such as the price of about
5 billion, basic furniture because I will redecorate according to my style and life, but especially
Especially the house that I am aiming for must have as much light as possible in the morning and
avoid the sun around noon so that my house becomes more airy and cool and at the same time to
serve my work. when I moved here to work. Living time in the house is not arranged in the most
optimal and convenient way.

69
A: Besides such requirements, can you tell me more about your current house where there are
inadequacies or discomforts so that I can choose a house for you? so suitable for hopscotch

B: Oh brother, I forgot to ask, that's the fact that the doors or the toilets are about 1m8 to 2m high,
not at the old house because it was the house of grandparents from before, so it was me. just got hit
in the head. Next is the fact that the electrical conductors must be arranged and arranged to be
suitable, not for aesthetic evaluation.

A: According to what you have shown and I have seen your tiktok and also know that you are a
person with a very artistic personality and soul, so your apartment reflects your personality is
understandable. I have a project that is very suitable for the criteria you mentioned, which is Sunhine
City Saigon. This is a high-class apartment area located in the new urban area of Saigon South, near
the Saigon River and Mui Den Do Park. The project's apartment has a modern design, airy and
natural light. The selling price ranges from 4.5 billion to 6 billion for a 2-3 bedroom apartment, area
from 70 -100 square meters. I don't know if he plans to stay with his family or what.

B: To be honest, I really want to bring my family in with me to take care of my parents because my
grandparents are also old, but it's difficult because the grandparents there used to live close to me.
Relatives have people come out to talk to ease sadness, but if grandparents come here, it's only
grandparents every day because with the nature of the job, I have to go and shoot often. As for the
private family, there will definitely be (laughs).

A: This problem is often encountered by me when I advise you to bring your parents here, but you
can rest assured that if you come here, there will be no objection. in a very safe area, central and
convenient to move. It only takes about 15 minutes to get to District 1, District 7 or District 2. This
project is close to schools, so if you have grandchildren in the future, grandparents can walk to pick
them up from school, near hospitals, supermarkets, etc. restaurants and other entertainment areas.
Especially, the project also has many internal facilities such as overflowing swimming pool, gym,
spa, children's play area, green park, marina.

B: It sounds interesting to me, can I take a look at the design of the apartment you mentioned, let me
see if I can convince you to come in because I also want to bring you in for convenience and cook.
But I also know that your work hours are not stable, you don't have meals when you eat, you don't
have meals at the right time, but you have lost 3 kg.

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A: As far as you want, I have three apartments you can check out with 3 apartments that are quite
similar in design and very suitable for what you want, with sunrise windows and space. Utility
activities can be suitable for the elderly, the first apartment is on the 2nd floor, the 2nd apartment on
the 5th floor and the 3rd apartment on the 8th floor.

B: Can you talk about each stretch in detail?

A: All three of these apartments have an area of 70-100 square meters. There are 2 bedrooms, but the
unit on the 2nd floor has 3 bedrooms, so the price may be a bit higher.

B: Hmmm. The apartment on the 2nd floor looks suitable with up to 3 rooms which is very suitable
for my intentions but the price seems to be high. But how is the light and design of this apartment?

A: In the direction of the light, you can rest assured that how beautiful this house is located in the
West is suitable for feng shui, and in the afternoon it is beautiful to watch the sunset in Saigon. From
time to time, inviting friends over to drink chill chill on clothes is always beautiful, not only sitting
and watching the scenery, you know how much content is running in your head

B: How about the front, how much is this apartment, I'm afraid of being high in my ability

A: You are assured of the price, it is within the range you give with the convenience as well as the
convenience that Hung Phat land brings if you are worried about the price, our side can support you
to buy the apartment in installments. so you can move in. With a successful person like you and
influential and successful on social networking sites like today, when you own an apartment, you
will surely be jealous of your family and friends (laughs).

B: You're too much of a compliment!!!

A: It's true, who borrowed him to dress handsomely and in great style. So do you know the
company's house buying process or what will you get when you buy a house?

B: I don't know, so what will I get when I buy a house?

A: Currently, my side is selling this area from April 15 to May 30, if our customers only need a 10%
deposit, they will receive a high-end furniture package worth 100 million. , 20 million VND resort
voucher from Hung Phat Land company and especially 100% free for 1 year without having to pay
management fees. I don't know if you have any more questions I am willing and happy to answer
from your questions.

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B: Since I intend to decorate according to my personal taste, I will not know if your furniture is
suitable for the home space or not.

A: For this, you can rest assured that the interior package will be a valid voucher, so you can freely
choose for yourself as you like.

B: Besides, I was also wondering because those apartments are quite high and besides, it is the space
and convenience of travel so I did not agree.

A: So how did you find the first one I showed you? That apartment is also not too high compared to
the rest and the number of bedrooms to 3 rooms and the location of light and utilities all meet his
needs and if he lives with his family, the problem is gone. Both the living and the living are
convenient, in addition, the apartment is also quite expensive, which can meet the wishes of his
parents because it is not too boring because it can communicate with people around and it is not too
noisy. When you or your parents want to rest.

B: I also thought of getting this apartment because of the low number of floors, so it's easy to walk
up if something happens

A: I don't know if you have any more questions, so I can sign today

B: I am an emotional person, and especially with family and friends, I really want to have time to eat
BBQ or sit around together. When I saw it just now, I saw that there is a barbecue floor in this
apartment building, I don't know how it can be used and can friends come in?

A: You are so delicate, I just passed by you and I saw you, knowing that you are a person who also
from his own hard work to be able to have the success he is today. And to enjoy your own
achievements and share this achievement with your friends, it's great. This BBQ area only needs to
have a resident card booked 1 or at least 12 hours in advance so that the apartment side can assist in
arranging themselves in the best and most reasonable way.

B: According to you, it is very reasonable and probably suits me the best, the best of all the
apartments I have seen.

A: According to you, we can make a deposit contract so that we can receive the voucher today, Mr.
Hung, right?

B: So I make a deposit contract in front of this 2nd floor apartment and can I transfer the deposit to
you?
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A:, that's great, Thank you very much, welcome to Shunshine city

B: Thank you so much, I hope the next time I move in, I will have a wonderful life. Saigon will love
me as much as I love Saigon.

A; Surely it is for someone with a loving heart who works hard and doesn't mind difficulties like you

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