1794 Shift 1fri Group 2 TH Truemilk

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1794-Shift 1Fri-Group-2-TH-Truemilk
thực tập (Đại học Hoa Sen)
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MINISTRY OF EDUCATION &

TRAINING FACULTY OF BUSINESS
ADMINISTRATION
SUBJECT
SALE MANAGEMENT
PROJECT REPORT
Tên đề tài:
The
sales
strategy
Lecture: Phan Minh Tuan of fresh
Class: MK310DE01 - 0300
milk
Member of group:
TH
True
1. Nguyễn Trương Gia Hân – 2196223
2. Nguyễn Hồng Thảo Vy – 2192378
3. Âu Thanh Tùng – 2193817
Milk
4. Nguyễn Thị Ngọc in
An – 22100137
5. Vũ Thu Thảo – 2193891
Ho Chi
6. Dương Tấn Đạt – 2207905
Minh
Ho Chi Minh City, June 2022

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INTRODUCTION
Today, in the continuous development of the economy and the competition of the
market, businesses must strive for perfection in order to survive and develop. So,
knowledge in sales administration will help a lot in managing and coordinating sales
activities to develop the staff in particular and the business in general. To deepen our
understanding of this subject, we have applied the knowledge we have learned from
the Sales Administration course to complete a report on TH True Milk's business. The
report is intended from the information collected about TH True Milk, through which
to better understand this business so that it can build a sales team, set targets and
policy contracts for the company. . This report is an opportunity for our team to apply
the theory of Sales Management in practice, through which, our team has had a deep
understanding and accumulated many good implementation lessons. more in sales.
However, with limited knowledge and experience, this report is prone to many
omissions. Therefore, our team is looking forward to receiving comments as well as
receiving the title of this report to be more complete.
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JOB ASSIGNMENT SHEET
STT NAME JOB %
1 Nguyễn Trương Gia Find information part 2 + Word

Hân
2 Nguyễn Hồng Thảo Find information part 3 + 4 + PPT

Vy
3 Âu Thanh Tùng Find information part 3
4 Nguyễn Thị Ngọc Find information part 4 + 5

An
5 Vũ Thu Thảo Find information part 1 + 2
6 Dương Tấn Đạt Find information part 2 + Conclusion
Table 1 The worksheet of the members of the group.

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TABLE OF CONTENTS
INTRODUCTION...............................................................................................i
JOB ASSIGNMENT SHEET............................................................................ii
TABLE OF CONTENTS..................................................................................iii
THANK YOU......................................................................................................v
LIST OF IMAGES.............................................................................................vi
LIST OF TABLE................................................................................................vi
CONTENT...........................................................................................................1
1. OVERVIEW OF THE COMPANY............................................................1
1.1. About the business................................................................................1
1.2. History of formation and development.................................................1
1.3. Company Size............................................................................................2
1.4. Achievements.............................................................................................3
1.5. Product.......................................................................................................6
2. MARKET ANALYSIS................................................................................7
2.1. PEST.....................................................................................................7
2.1.1. Political.............................................................................................7
2.1.2 Economics............................................................................................7
2.1.3 Social..................................................................................................8
2.1.4 Technology...........................................................................................9
2.2. SWOT..................................................................................................10
2.2.1 Strength...............................................................................................10
2.2.2 Weaknesses........................................................................................13
2.2.3 Opportunity.........................................................................................14
2.2.4 Threats................................................................................................15
3. BUILD A SALES TARGET......................................................................16
3.1. The base built the target.........................................................................16
3.1.1. The market situation........................................................................16
3.1.2. Actual resources of the business......................................................16

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3.1.3. The results of the sale in the past....................................................16

3.2. Target sale in the future..........................................................................18
4. Organize sales activities...............................................................................18
4.1 Sales force.................................................................................................18
4.2 Direct store................................................................................................21
4.3 Agents, wholesalers and retailers.............................................................23
4.3.1 Policy..................................................................................................23
4.3.2 CRM....................................................................................................24
4.4 Marketing activities...................................................................................26
5. Check and evaluate sales activities...........................................................28
5.1 Overview - Position - competition............................................................28
5.2 Evaluation..................................................................................................28
5.3 Profits........................................................................................................30
5.4 Distribution channels................................................................................30
5.5 Marketing strategy.....................................................................................30
5.6 The treatment for the risk..........................................................................31
CONCLUSION.................................................................................................32
REFERENCES.................................................................................................33

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THANK YOU
First of all, our group would like to thank Mr. Phan Minh Tuan, a lecturer in Sales
Management from Hoa Sen University, who accompanied us throughout this Sales
Management course. Thank you for supporting us all the way during the study, as well
as helping the team to complete this report in the best way. With the knowledge and
experience he has taught in the past time, he will help the group a lot not only with
this subject but also in the next and future subjects after graduation.
Because this is a subject with a lot of complex knowledge and our practical
knowledge is still limited. So if there are mistakes, please ask the group for comments
so that they can correct them and get the most complete report possible.
Sincerely thank!
LIST OF IMAGES

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Picture 1 Logo of TH True Milk..................................................................................1

Picture 2. Launched fresh milk products for TH school MILK.....................................3
Picture 3 Launched TH true NUT premium nut milk....................................................4
Picture 4 Groundbreaking ceremony of Thanh Hoa high-tech dairy farming and milk
processing project.........................................................................................................5
Picture 5 Types of TH True Milk’s product...................................................................6
Picture 6 TH True Milk's refreshing fruit drink.............................................................6
Picture 7 Ground-breaking ceremony of the farm focusing on high-tech application...7
Picture 8 Milk market structure of TH True Milk.........................................................8
Picture 9 TH True Milk's customers (Source: https://ngaymoionline.com.vn/th-true-
milk-tran-quy-me-thien-nhien-tu-tung-chi-tiet-nho-8753.html)....................................9
Picture 10 Electronic chip to wear foot (Pedometer) for cows......................................9
LIST OF TABLE

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Table 1 The worksheet of the members of the group..................................ii

Table 2 Table of figures on sales and profit 2016-2018............................17
Table 3 Expected sales in products............................................................18
Table 4 Expected sales in customer...........................................................18
Table 5 Workload Methods.......................................................................19
Table 6 Statistical tables of expected sales in 3rd & 4th quarter.................23
Table 7 Number of visits........................................................................... 24
Table 8....................................................................................................... 29

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CONTENT
1. OVERVIEW OF THE COMPANY
1.1. About the business
TH Food Chain Joint Stock Company

Trading name: TH Joint Stock Company
Address: 166 Nguyen Thai Truong Street, Quang Trung, Vinh City, Nghe An Province
Hanoi Office: 02nd Floor - North Asia Building, 09 Dao Duy Anh Street, Phuong Mai
Ward, Dong Da District, Hanoi
Ho Chi Minh City Office: Tower B, 6th Floor - Viettel Building 285 Revolution
August, P.12, District 10, HO CHI MINH CITY
Phone: 024 3573 9777 (Hanoi) / 028 6291 8888 (HCM)
Email: tuyendung@thmilk.vn
Website: www.thmilk.vn
Picture 1 Logo of TH True Milk.

(Source: https://www.tryandreview.com/id/brand/th-true-milk-vietnam)
1.2. History of formation and development
In 2008, TH True Milk Company began building. The English definition of the word
True Happy is used to explain the meaning of the TH brand. However, many people
believe it stands for the name of the company's founder, Mrs. Thai Huong.
With the acquisition of Israeli beef growing methods, the TH True Milk program got
underway in 2009. Additionally, the company chooses from among hundreds of New
Zealand cow breeds. Since then, business for the company has significantly increased.
The business is currently a market leader in the production of fresh milk that is
"clean." Additionally, TH True Milk expanded its reach by bringing in and carefully
tending to a herd of up to 45,000 cows. In December 2010, TH True Milk products
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were first made available to consumers. By 2013, this enterprise had generated an
estimated 6,000 billion VND in total revenue. The total income during 2013 was
3,000 billion VND.
"By 2015, the TH True Milk factory will achieve sales of 3,700 billion VND, and TH
True Milk will account for 50% of the fresh milk market," Ms. Thai Huong said in
2010. Because Vinamilk dominates the Vietnamese milk market, the CEO of TH True
Milk's statement is considered as "arrogant.". With rapid business development, TH
True Milk also has the potential to follow the previous statements of Ms. Thai Huong.
And after the success of the TH True Milk project, the business has also invested in
many other projects such as:
 Growing medicinal herbs for the purpose of processing high-end TH herbals
for the US market
 Clean fruit and vegetable brand FVF
 International stance TH School
 Growing medicinal herbs to process high-end TH herbals for sale in the US
market In Moscow, Russia, a high-yielding dairy farm is inaugurated. This is
the first phase of a project to build a dairy cow complex with high-tech milk
processing that might cost up to 2.7 billion dollars.
1.3. Company Size

TH True Milk, while only being on the market for a short period, has consistently
demonstrated its supremacy in the Vietnamese dairy market. Over 70 fresh milk-based
products have been introduced to the market by the company. The company's mission
has always been to provide consumers with clean products and drinks.
The farm owned by TH Group in Nghia Dan district, Nghe An, was formally
recognized as "Asian's largest centralized dairy farm with CNC application" by the
Asian Record Organization in 2015. On a 37,000 acre site, TH has been operating the
"Concentrated dairy farming and fresh milk processing on an industrial scale" project
since October 2009, spending a total of 1.2 billion dollars. Halfway through the
project, now. With a total expenditure of 1.2 billion USD, TH has been putting the
"Concentrated dairy farming and fresh milk processing on an industrial scale" project
into practice across an area of 37,000 hectares since October 2009. There are presently
45,000 cows in the project's whole herd.
The TH Group invests in the construction of a clean fresh milk processing factory in
order to maintain the closed process in cow raising and milk production. This factory
is the largest in Southeast Asia and features the world's most advanced equipment and
machinery. According to November 2018 retail market measurement statistics, TH
True Milk milk rose by about 22% in volume and 30% in revenue. TH True Milk has
already surpassed 40% market capacity in the fresh milk segment in urban retail
channels.

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Since 2017, the business has expanded dramatically, with net profits of 319 billion
VND in 2017 and 450 billion VND in 2018. The company's net profit increased by a
factor of 15 in just four years, from 2014 to 2018. TH Company outperformed the
leadership's projection in 2018 by reaching a sales milestone of over VND 7,000
billion. This success was made possible by the fantastic growth in the market for fresh
milk products. The amount of home milk has significantly grown after 10 years. As a
result, from 92 percent in 2008 to more than 60% now, imported powdered milk is
used for reconstitution.
1.4. Achievements
Picture 2. Launched fresh milk products for TH school MILK.

(Source: https://giaoduc.net.vn/suc-khoe-hoc-duong/topkid-sua-tuoi-cong-thuc-dau-tien-
tai-viet-nam-danh-cho-tre-post147270.gd)
˗ 27/02/2010 welcomes the first "woody" cow to Vietnam
˗ May 14, 2010 Groundbreaking ceremony of TH clean fresh milk factory.
˗ 07/25/2010 First time giving milk when baby crawls "May was born
˗ December 26, 2010 the launching ceremony of TH true MILK fresh milk.
˗ 26/05/2011 opened the first TH true mart store in Hanoi.
˗ August 30, 2011 opened the first TH true mart store in Ho Chi Minh City.
˗ September 4, 2011 deploying the project "For Vietnamese stature".
˗ International symposium on milk and launch of fresh pasteurized milk products
with dietary additives on February 27, 2012.
˗ 09/07/2013 launched TH true YOGURT yogurt.
˗ July 23, 2013 inaugurated TH clean fresh milk factory (phase I)
˗ January 20, 2014 Launched home delivery service
˗ 09/07/2014 Launched fresh milk products with TOP KID formula for children
2-6 years old.
˗ September 4, 2014 Launched fresh milk products for TH school MILK.
˗ 10/02/2015 Set a record for the largest cluster of dairy farms focusing on high-
tech application in Asia.
˗ 03/02/2015 Launched TH true MILK pasteurized fresh milk.

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˗ 25/06/2015 Award "Best Food in ASEAN" for SCHOOL - MILK - TOP KID
product group.
˗ 08/08/2015 Launched TH true YOGURT Matcha and TH true YOGURT
without sugar.
˗ September 15, 2015 Launched the TOPTEEN formula of sterilized chia milk.
˗ September 17, 2015 at the Moscow World Food Fair, won 3 Gold, 3 Silver and
1 Bronze awards.
˗ 11/17/2015 Launching of TH true Yogurt Sterilized Drinking Yogurt - TOP
KID.
Picture 3 Launched TH true NUT premium nut milk

(Source: https://cafef.vn/ra-mat-san-pham-sua-hat-th-tiep-tuc-buoc-tien-tien-phong-trong-
nganh-sua-20180326172501216.chn)
˗ 21/02/2016 TH won 3 awards at Gulfood Dubai Fair.
˗ May 18, 2016 Commencement of the TH dairy farm complex in Moscow
province, Russia.
˗ October 18, 2016 Groundbreaking ceremony of TH dairy farm complex in
Kaluga province, Russia.
˗ October 19, 2016 Received the award for the best dairy farm in Vietnam by
Vietstock organization.
˗ 10/12/2016 Th Farm was awarded a gold cup (Orrganic organic dairy farm)
˗ 12/19/2016 Launched TH true BUTTER and TH true CHEESE.
˗ 10/03/2017 TH Farm announced its achievements in developing high-yielding
dairy cow embryo implantation technology.
˗ 03/07/2017 Launched TOPTEEN sterilized drinking yogurt.
˗ August 17, 2017 Launched TH true MILK Organic fresh milk.
˗ August 20, 2017 Launched TH true Herbal herbal drink.
˗ 05/10/2017 Launched TH true MILK TOPKID Organic pasteurized fresh milk.
˗ November 27, 2017 East land project of dairy farming and high-tech milk
processing Ha Giang.
˗ December 18, 2017 Groundbreaking ceremony for Phu Yen hi-tech dairy
farming and milk processing project.

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˗ January 25, 2018, the development of a high-tech fruit and beverage processing
plant in Son La began.
˗ 31/01/2018 Inaugurated TH's first dairy farm in Moscow province, Russia.
˗ March 17, 2018 Launched TH true NUT premium nut milk.
˗ 18/05/2018 Launched a naturally fermented beverage from TH true MALT
barley.
˗ Successful mating of dairy cows with the A2 gene was announced on June 20,
2018.
˗ June 27, 2018 Launching TH true ICE CREAM ice cream from pure fresh
milk.
˗ 07/09/2018 Commencement of TH Milk Processing Factory with a capacity of
1,500 times/day in Kaluga, Russia.
˗ December 20, 2018 Received the "National Brand" logo for the third time in a
row.
˗ Nui Tien clean water, fruit, and herbal factory was inaugurated on February 27,
2019. The 2nd class Labor Medal was awarded to him.
˗ The Thanh Hoa high-tech dairy farming and milk processing plant was
officially launched on May 8, 2019.
Picture 4 Groundbreaking ceremony of Thanh Hoa high-tech dairy farming and milk
processing project.
(Source: https://thanhnien.vn/th-khoi-cong-cum-trang-trai-bo-sua-20-000-con-tai-thanh-hoa-
post848393.html)
˗ Initiating the cooperative model of high-tech dairy farming, bringing farmers
along.
˗ April 25, 2019 Signed a cooperation agreement with Wuxi Jinqiao Group,
which owns the largest commodity hub in China.
˗ October 25, 2019 Co-founder of Vietnam Business Alliance for the
Environment.
˗ 02/02/2020 Importing 4500 high-yielding cows HF from the US, towards the
target of 70000 cows in 2021

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1.5. Product
Currently, TH True Milk company produces many products such as purified drinking water,
carbonated soft drinks, nutritious milk, etc. But TH's cow's milk products and cow's milk
products are well known to many users.
The best-selling TH True Milk milks on the market include:
 TH True Milk pasteurized fresh milk
 TH True Milk pasteurized fresh milk
 TH True Milk yogurt: Fruit, aloe vera, blueberry, durian, passion fruit, …
 TH True Milk Drinking Yogurt: Strawberry, orange, blueberry flavor, …
 TH True Milk nut milk: Almonds, macadamia, brown rice, walnuts,…
Picture 5 Types of TH True Milk’s product

(Source: https://www.thmilk.vn/category/khuyen-mai/)
Picture 6 TH True Milk's refreshing fruit drink

(Source: https://ngheandost.gov.vn/nghien-cuu-kh/ung-dung-cac-tien-bo-khkt-va-cong-
nghe-vao-san-xuat-cay-an-qua-1786.html)
2. MARKET ANALYSIS
2.1. PEST

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2.1.1. Political
Food safety requirements are very strict. Supervised by the National Assembly's
Committee on Science, Technology and Environment Supervision Delegation to
conduct a reality check when monitoring food safety issues in the Group's TH farm.
Stable politics facilitate the company's business development
The State promulgates many preferential and supportive policies for the dairy industry
The terms, conditions and content of the website are governed by the laws of Vietnam
and the competent courts in Vietnam.
Intellectual property rights are recognized by Vietnamese copyright law and
international conventions..
Picture 7 Ground-breaking ceremony of the farm focusing on high-tech application

(Source: https://www.phapluatplus.vn/kinh-te-cong-nghe/th-true-milk-ap-dung-cong-
nghe-hang-dau-the-gioi-tai-du-an-sua-lon-nhat-dong-bang-song-cuu-long-
d149724.html)
2.1.2 Economics
According to statistics in the retail market by 2018, TH True Milk has increased by
22% in output, 30% in revenue. Until now, TH has gradually gained its position when
it has achieved 40% market share in the retail channel segment in the inner city
Vietnam's economy is gradually developing, creating favorable conditions for
domestic milk consumption
Reducing import tax on dairy products, thereby positively impacting the increase in
dairy products imports.

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Picture 8 Milk market structure of TH True Milk

(Source: https://doanhnhanduongthoi.com/5-ap-luc-canh-tranh-cua-th-true-milk-91-
3736.html)
2.1.3 Social
According to the report, the brand awareness index of TH True Milk is 85% and the
leading awareness index is 27%, the loyalty index is 29%. TH True Milk creates a
connection in the minds of consumers.
People's living standards increase, creating favorable conditions for the development
of consumer products, especially dairy products
The demand for improved and guaranteed health of consumers increases.
Children's demand for milk is increasing
Vietnamese people do not have the habit of drinking milk.

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Picture 9 TH True Milk's customers

(Source: https://ngaymoionline.com.vn/th-true-milk-tran-quy-me-thien-nhien-tu-tung-
chi-tiet-nho-8753.html)
2.1.4 Technology
TH dairy farm system is applying Israeli dairy farming technology.
TH True Milk owns machinery and technology of developing countries in the dairy
industry such as New Zealand, Israel
Using electronic chip to wear foot (Pedometer) to manage cows.
Applying modern measurement and control technology of Simen, Danfoss, Grundfoss
Products are manufactured according to Organic and Global GAP standard.
Picture 10 Electronic chip to wear foot (Pedometer) for cows

(Source: https://nhadautu.vn/sua-th-sua-tuoi-cong-nghe-40-d15483.html)
Market Segment

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TH's market segmentation is mainly based on statistics on population density and

product consumption rate. Therefore, TH True Milk has focused on distributing its
products in big cities. TH always cares about all customers, especially children, young
people and families with stable incomes.Market segmentation by customer buying
behavior: TH True Milk segments the market according to the buying behavior of
customers who are interested in health and healthy products.
Targeted customer
TH's products are always suitable for all ages and most of TH's products are always
aimed at customers aged 15-35 because most of them are young people or people with
families with stable incomes. TH pays special attention to married female customers
because they are mostly housewives who directly buy goods for their families.
B2C
TH true milk is a major dairy product distribution company in Vietnam. Enterprises
implementing direct sales B2C business form. In which, TH true milk develops a
nationwide retail store system to distribute directly to consumers (grocery,
convenience stores, supermarkets, ..)
B2B
TH Group considers Singapore to be a large and potential market in ASEAN. Over the
years, TH has carried out many trade promotion activities and made important
progress. Specifically, in 2021, TH has cooperated with distributor - L'earth Group
(L'earth Singapore and L'earth Vietnam Co., Ltd.) to expand the market to Singapore
and Malaysia. This event is the premise for the signing of a memorandum of
understanding on cooperation with trading partners in Singapore, starting with HAO
Mart. TH Group has officially launched with more than 30 product lines entering the
Singapore market.
2.2. SWOT
2.2.1 Strength
Leadership advantage
Ms. Thai Huong is the founder and Chairman of the strategic board of TH true Milk
Group, she is the leader in bringing the clean fresh milk product brand TH true MILK
to the market with poise, which is recognized by the company. highly appreciated by
consumers. With 55 different varieties in 2016, the TH true MILK fresh milk brand
had a market share of more than 50% of the fresh milk market in Vietnam. Thai
Huong, a Vietnamese entrepreneur, is the first woman to introduce clean fresh milk
technology to the country: milk production in a closed chain from green pastures to
clean cups of milk, using sophisticated technology to produce clean and rich fresh
milk. nourishment.
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She was named to Forbes' top 50 most powerful businesswomen in Asia for two years
in a row, in 2015 and 2016, and she got numerous domestic and international
accolades in 2016: Gulfood outstanding achievement award. outstanding
achievements for community contribution) in Dubai; Top 20 most influential women
in Vietnam (voted by Forbes Vietnam). ASEAN Typical Businesswoman Award;
Global Trade Ambassador Award (by Los Angeles Women's Business Association,
USA).
Advantages in terms of personnel
Employees with advanced technical skills who are ready to learn and assimilate
information quickly: Operators of filling machines, maintenance technicians, and
those in charge of machines, invaluable technology platforms the same modernity that
TH brought back.
Employees who are able to manage and operate: Sales supervisors, supermarket
channels, TH True Mart stores, ..
Employees who can locate talent, manage human resources, and assess prospects
include: Specialist in human resource development and recruitment
Personnel in charge of production: The company employs approximately 900
Vietnamese workers across all departments, with the lowest pay of 3.2 million VND
each employee. Experts and farmers teach the workforce about Israeli dairy farming
procedures.
Financial advantage
 Bac A Bank is a reliable source of capital.
 A high-tech dairy farming and milk processing project in Hoa Thuan border
town, Quang Hoa district, Cao Bang province, with a total investment of
2,544.5 billion VND, building a cluster of concentrated livestock farms with a
dairy herd of 10,000 heads and a milk processing plant with a capacity of
49,000 tons/year.
 Dairy farming and high-tech milk processing project in the communes of Vinh
Gia and Vinh Phuoc, Tri Ton border district, An Giang province. When fully
operational, this will be the greatest high-tech, closed-process dairy project in
the Mekong Delta region with the scale of concentrated cows, with a total
investment of 2,655 billion VND. Clean, fresh milk processing factory with a
capacity of 135 tons per day for 10,000 heads.
Sales and profits are constantly increasing over the years
If TH's net profit in 2014 was 27 million dong, it more than doubled in 2015, reaching
130 billion dong in 2016. Starting in 2017, TH's tremendous growth pace continues. In
2017, the net profit was 319 billion dong, while in 2018, it was 450 billion dong.
When comparing 2018 to 2014, it can be noticed that TH's net profit has climbed 15

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times in only 5 years. It is important to note that this is net profit excluding
depreciation, which is the group's investment expenditure that has been covered by
asset depreciation.
In 2018, TH surpassed the income milestone of more than 7,000 million VND,
surpassing Ms. Thai Huong's original plan. This accomplishment was made possible
by the exceptional rise of fresh milk products. As the word "true" usually accompanies
the TH real MILK brand positioning, what Ms. Thai Huong committed has come true.
Advantages of modern facilities.
In 2020, the dairy farms of TH Group, invested by Bac A BANK, continued to import
thousands of Holstein Friesian (HF) purebred high yielding dairy cows imported from
the US to Vietnam to increase the size of the herd. The Group's dairy cows have
grown to 45,000 heads and are expected to reach 70,000 by the end of 2021.
Israeli dairy technology is utilized by the TH dairy farm system to manage cows,
identify estrus, automate the milking system, regulate milk quality, detect mastitis
early, prevent illness, and do other activities.
The farm provides clean, clear, and secure water for cows using Israel's cutting-edge
Amiad water filtration technology. The completely automated milking system is
monitored and managed in accordance with specific instructions to guarantee the
greatest degree of security and sanitary procedures. The milk is brought to the farm's
general storage tank through the cold pipe system, where it is stored at a constant
temperature of 2-4 degrees Celsius until it is transferred to the factory by a
refrigerated tank truck.
The biggest scale in Asia's fresh milk industry, the facility is outfitted with cutting-
edge machinery from the G7 and Europe. The operating system as a whole conforms
with ISO 9001. The factory's goods are entirely produced and maintained in
accordance with ISO 22000 standards in order to fulfill the high requirements for food
safety and cleanliness.
The advantage of clean milk brand.
The top awareness index of TH true MILK (Top of Mind - TOM brand awareness) is
27 percent, according to a report by an international market research group in the
dairy business. The overall brand awareness is 85%, and the loyalty index is 29%.
These signs indicate that when it comes to milk, 3 people will think of TH true MILK
first, 8-9 people will be aware of the brand, and 3 people will state they are loyal
customers who adore and are willing to engage with the brand. (Information from the
online newspaper Communist Party of Vietnam).
In 2020, TH Group has 4 product groups awarded with national brand titles including
TH true MILK fresh milk, TH true MILK pasteurized fresh milk with TOP KID
formula, TH school MILK fresh milk; TH true YOGURT yogurt. These four product

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groups are all key product lines, produced from clean fresh milk of TH farm. During
more than 10 years of operation since 2009, TH has steadfastly pursued the core value
of "For the community's health," in order to produce clean, fresh milk lines with intact
natural flavors, as well as participating in a variety of community-beneficial projects,
such as establishing dairy farms and factories to help create more jobs for local people
and improve agricultural land efficiency, and donating millions of glasses of milk to
sporadically.
2.2.2 Weaknesses
 Because of the inadequate waste treatment infrastructure, the communities
close to the industry are polluted.
People in Nghia Lam commune, Nghia Dan district, Nghe An province are currently
experiencing three major concerns caused by TH True Milk farm:
 Pollution of the air: the stink from the cow farm, the cow feed processing area,
and the farm's waste treatment area. Furthermore, dust, dust from factories,
freight vehicles, and trash contribute to air pollution.
 Noise pollution: During the day, vehicles traveling on Highway 48E, trucks
transporting waste water for irrigation, dumping, and incoming and outgoing
vehicles transporting raw materials and products all contribute to noise
pollution. The noise from the food processing factory in the center area, as well
as the truck hauling grass, importing grass, and buying products, may be heard
late at night.
 Water pollution: In Dong Lam hamlet, groundwater in the area is being
polluted, which is definitely an impact from TH's dairy farm. Because,
according to people's memories, when there was no TH True Milk dairy farm,
the well water was clear, very clean, and suitable for everyday use; currently,
when the well is drilled, the water is yellow., where the water is black, often
foamy, cloudy, and has a fishy stench. The wastewater treatment area is located
close to the house of the people of Dong Lam village, and the cow farm is
about 50 meters away. Water is pulled from waste pits and used to irrigate grass
and trees. Wastewater is released, including floor washing water, fecal water,
cow pee, and sick cow milk, and when it rains or winds, it pours everywhere,
leaving a strong stink.
There are still cases of lack of close supervision by staff.
In early 2018, a customer in Dak Lak reported that there were maggots in a carton of
TH true MILK milk, which is believed to be caused by the transportation process,
which caused a corner of the milk carton to be dented. Since then, the milk bag inside
was broken, the milk leaked out for a long time, leading to maggots. The incident
shows that the sales staff's irresponsibility is not checking the state of the dented milk
carton before delivering it to the customer, thereby causing a loss of credibility in the
hearts of customers.
Capital structure is still highly dependent on loan capital.

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According to TH's 2016 independent financial statements, the company's equity was
VND 2,385 billion at the end of the year. In the meantime, the company's share capital
has risen to 3,800 billion VND. That means TH's equity was "negative" by 1,415
billion VND, or 37 percent of the capital given by shareholders.
Liabilities at TH True Milk were VND 8,152 billion at the end of 2015, which was 3.6
times the company's equity. Liabilities were 3.2 times more than equity in 2016. The
total liabilities of TH True Milk had decreased as of December 31, 2016, although
they still totaled 7,621 billion VND.
TH True Milk had borrowed almost 5,000 billion VND from banks, organizations, and
individuals as of December 31, 2016. Long-term debt expiring in 2018, 2019, and
2021 amounts to VND 2,000 billion, VND 600 billion, and VND 1,700 billion VND,
respectively, and is expected to rise. Because the interest rates on these loans are
substantially higher than the national average, TH True Milk is likely to have trouble
repaying the loan.
 The cost of managing a dairy farm is substantial.

TH has invested substantially in modern machinery and technology in dairy farms, as
well as importing purebred HF high-yielding dairy cows, to assure the finest quality
dairy products. TH's production, farm, and other activities are anticipated to cost tens
of thousands of tons per year, with a net profit of 450 billion dong in 2018.
Price.
TH True Milk has struggled to compete on price with other dairy products like
Vinamilk from its start, making it difficult to reach the middle and lower classes,
which make up a substantial section of the market. customers in Vietnam.
2.2.3 Opportunity
Opportunities for global development, access to large markets.
Chinese market: The first Vietnamese dairy product was shipped to the Chinese
market on October 22, 2019, according to the imprint, and TH Dairy Joint Stock
Company was the first firm qualifying for the General Department of Customs. China
has granted a transaction code under the Protocol on Veterinary and Public Health
Requirements that permits the legal export of two categories of dairy products: pure
pasteurized fresh milk and pasteurized fresh milk with natural flavors added. VND is
the currency in which Vietnamese dairy goods are sold in China. This enables TH
Group to receive an official "passport" to enter China's market, which is one of the
world's most promising. China is the world's second-largest milk drinker, with a
population of more than 1.4 billion people.
Russia: The TH Group is working on a high-tech dairy farming and processing project
as well as a variety of $2.7 billion food initiatives. In particular, in 2019:
 In the Moscow province, the farm has been built, and the fodder storage area
has also been completed.

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 The Russian Far East and the Republic of Bashkortostan have invited TH to
invest, and it is expected that farming and building will begin in early 2020.
Thus, in Russia, TH has There are 4 regions that are implementing investment
plans. With the support and investment facilitation from Russia, TH will be
able to create a foothold in the dairy industry in this potential market, thereby
promoting the bringing the fresh milk brand of TH true milk to the world.
The domestic market is still very potential.
The milk and dairy products market in the United States is exhibiting signs of
progress. According to a Kantar Worldpanel market report, the country's young
population structure, rising average income, the trend of using nutritional supplements
to boost immunity, and the trend of consuming convenient, branded products that
ensure food safety and hygiene are all driving up demand for milk and dairy products
in Vietnam.
Despite the Covid-19 pandemic's effects in 2020 In Vietnam, milk consumption
represented 11.9 percent of FMCG consumption, remaining constant from 2019. To
improve the chance of intake, people used more yogurt and fresh milk. Immunity
during epidemics, data from Euromonitor, said, the dairy market (including drinking
milk, baby formula, eating and drinking yoghurt, cheese, butter and other dairy
products) is estimated is estimated at 135 thousand tons in 2020 (+8.3% over the same
period), owing to the quick expansion of drinking milk and yogurt products.
2.2.4 Threats
Competitors are more and more powerful.
When the trade agreement is signed, there will be "dairy giants" from the US, UK,
France, Japan, and other countries, together with well-known domestic rival brands
like VinaMilk, Nutifood, and others. The EU-Vietnam Free Trade Agreement
(EVFTA) has gone into effect and would abolish 5-20% tariffs on European dairy
goods throughout the next 3-5 years, giving Vietnamese citizens access to products.
More imported milk at a lower price, as well as the preferences of international
consumers in Vietnam, will put pressure on TH to improve both price and quality.
Competition from substitute products.
Soy milk powder, oat milk, and other liquids such as Japanese oolong green tea,
Korean green tea, and others can be substituted for TH true MILK's fresh milk
products. Vfresh fruit juice,... and in today's adolescent era, milk tea - a tough
competitor of fresh milk - has emerged, with the establishment of numerous milk tea
businesses near schools and amusement parks. to pique the interest of students of all
ages TH has also launched a number of innovative and unusual products, like the TH
real MALT sprout drink and the TH true Herbal herbal drink. This is also a positive
sign for the reaction to TH true MILK's challenge to replace fresh milk. To be able to

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dominate the beverage sector, TH will need to fast assimilate consumer demand and
substantially broaden its product line.
Threats in fulfilling TH's commitments in the future.
In the face of strong pricing competition from foreign and local milk brands, can TH
True Milk retain and enhance the quality of its products? Brand milk while preserving
the benefits and contributing to community campaigns? Chairman Thai Huong has
declared a "mission" for the TH Group since its inception: "I am determined to follow
this path of clean fresh milk not for the highest profit, but to represent the nation, for
the sake of Vietnamese stature". However, claims of pollution hurting locals' quality
of life in Nghe An near TH True Milk's factory and farms, have raised concerns.
Threats in properly implementing the commitments from the corporation.
3. BUILD A SALES TARGET
3.1. The base built the target
3.1.1. The market situation
TH Group is honored to be one of the 10 honored enterprises, and has two products
that have won the Gold Brand. Launched in 2009s, TH true milk is a branded that has
created a revolution in fresh milk in the Vietnamese market by highly decorated
industrial technology, which is associated with minds and natural resources of
Vietnam. According to retail market measurement data as of March 2021, TH true
milk has reached 30% of the market share in the fresh-milk segment in retail channels,
just behind Vinamilk. By successfully making a difference by dominating the word
"clean", TH true milk has partly differentiated itself from other milk brands on the
market and created the effect of using "clean-milk" because public health, consumers.
All are oriented complete from nature, increase resistance, good for health and
produce with the world's most modern process meeting international quality standard.
3.1.2. Actual resources of the business
TH Milk Food Joint Stock Company (TH True Milk) is also a company that
appreciates the quality of its resources and a company that develops quite quickly and
strongly both in terms of size and quality of human resources. Specifically, the
resources of the company are the combination of both civil resources and abroad,
some high-ranking position in the company of foreign forces, especially the president
of the company. Apart from the team of staff including top management experts and
high-level regime, the company also has a team of companies who are directly
involved in the production.
3.1.3. The results of the sale in the past.
According to the forecast of the Vietnam Dairy Association (VDA), the amount of
milk consumed per capita in Vietnam in 2010 will reach 15 liters/year and will nearly
double, to 28 liters/year in 2020.

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Year 2016 2017 2018 2019 2020

Turnover (billion) 3.800 11.000 9.810 - 3.904
Profit (billion) 130 319 450 - -
Industry sales (billion) 95.000 100.000 109.000 121.000 64.000
Market share (%) 4% 11% 9% - 6.1%
Table 2 Table of figures on sales and profit 2016-2018

TH True Milk's sales and profit fluctuated in period from 2016 to 2020:
˗ From 2016 to 2017 sales increased from 3,800 (billion VND) to 11,220 VND
( billion dong). Profit also increased from 130 (billion dong) to 319 (billion
dong).
˗ By 2018, TH True Milk's sales decreased slightly to 9,810 (VND billion). TH
True Milk's profit increased from 319 (billion VND) and reached 450 (billion
VND).
˗ Currently, because TH True Milk has not announced the exact number of sales
and profits of 2019 and 2020 but according to the general trend of the market
the profit of the business will probably decrease in these two years due to the
effects of from the Covid pandemic.
Currently, the demand for milk and dairy products in Vietnam is only average
compared to other countries in the region. Per capita, the output is 25-28
liters/person,year (approximately 4 times lower than the world average and 40 percent
lower than other countries in the region such as Singapore or Thailand ). This show
that milk consumption in Vietnam still has good growth potential in the future.
According to Kantar Worldpanel's report, the milk demand and dairy products in
Vietnam are having aggressive transgressions due to young population, the army
revenues are increasing. The receipts from the milk and the product that will sustain at
7% -8%/year during 2020-2025.

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3.2. Target sale in the future
Table 3 Expected sales in products
The The
3rd 4th
Expected sales in customer quarte quarte
(Billion VND) r r
20 Supermarrkets, groceries 0.70 140 63 77

Retailer
51 0 Direct stores 0.12 24 10.8 13.2
0 Online stores 0.16 36 16.2 19.8
31
Wholesaler 139.5 170.5
0
Table 4 Expected sales in customer.

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4. Organize sales activities.

4.1 Sales force
When we design our sales organizations, we need to check to how many salespersons
are needed to serve existing and potential customers. Due to the need to open more
stores, so we need to hire salespersons. In order to check sales derived from hiring one
additional salesperson and compute a workload , we use workload methods.
Step 1: Compute Total Number of Calls to Current Customers

Calls per
Category of account Number of accounts Total calls
years
Wholesaler 29 51 1479
Retailer 57 19 1083
2562
Step 2: Compute Total Calls made per Salesperson

Salespersons will average 4 calls per day 4
Salespersons will work outside office 5 days per week 5
Salespersons will work 45 week per year 45
Sales calls per year for each salesperson 4 x 5 x 45 = 900
Step 3: Compute Total Number of Salespersons

Sales calls to service Existing Accounts 2526
Sales calls Made per salesperson 900
2526 / 900 = 2.85
Adjust for other workload Factors
20 percent to call upon new customer and 10 percent for customer service duties
= 30 percent, 2.85 / 0.7 ~ 4,07 salespersons needed to service existing customers,
call on new customers and provide customer service
Table 5 Workload Methods

Recruitment
 Recruitment Method:
Creating a professional and serious working environment, taking customer value as
the core, TH True Milk's human resources always have many opportunities for career
development and advancement. Today, under the influence of information technology,
it seems that it is not difficult for us to find suitable jobs. Search for recruitment news
on websites of TH true milk homepage or job search sites such as timviec365.vn,

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vieclam.com, topcv.com,... or will recruit directly at the company. It is easy to see that
the recruitment demand for jobs at TH Dairy Food Joint Stock Company is mainly
recruiting in the fields of business jobs, typical production jobs such as dairy sales
staff, market development specialists. , sales staff serving retail chains, jobs as dairy
farm engineers, dairy workers at factories.
 Salespeople skills:
TH True Milk Company upholds the awareness that human is the most valuable asset
when it plays a decisive role in the development of the business. Depending on the
different jobs in different areas of the company, each job has its own basic skill
requirements that the applicant needs to have. This is considered mandatory because
the job will require certain skills and will be further trained to improve skills when
proceeding to work in that position.
 Compensation
 Training:
˗ Step 1: Determine the value of the training to the employee and the company as
a whole.
Employees in the company need to undergo periodic training to improve their ability
to respond to sales trends in order to bring long-term benefits to the company.
˗ Step 2: Identify the needs of the Training of the company.
The company needs to organize a new training course for new and inexperienced
salespeople and salespeople who are not meeting the company's quota. These
employees will cost the company a large portion of revenue due to a lack of skills.
Areas of skills that need intensive training such as sales skills, communication skills,
complaint handling skills, customer care skills.
˗ Step 3: Develop a training program.
The training program is developed based on the experiences of excellent salespeople
in the company along with senior sales managers. The program will train employees
on communication skills, sales skills, complaint handling skills and finally customer
care skills. Employees are trained to increase their confidence when facing customers.
The goal of the program is to help employees increase sales by 15% as well as know
how to perform better customer care.
˗ Step 4: Train employees.
Staff will be trained in skills within 2 weeks. The result will evaluated based on
employee turnover in the first 3 months.
 Incentive policy.
˗ The employee salary structure will include 60% of the base salary, 10% of
travel allowance, 10% of other allowances such as meals, phone calls, and 20%

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of the commission the employee receives corresponding to the business.

Collect employees bring to the company.
˗ The company applies 13th month salary to employees who stick with the
company for 1 year, in order to motivate and encourage them to continue
working at the company.
 Bonus policy: Every month, based on the work results of employees, the
company has a reward policy for individuals who achieve the highest revenue.
In addition, at the end of each financial year, based on business results, the
company will have a policy to reward achievements based on the completion of
individual targets in the evaluation, monthly. This bonus level will be specified,
detailed and fair for each employee level.
 Purpose:
˗ Motivation to work.
˗ Create a healthy emulation environment for employees to develop their full
potential, promote the Company's strong development
 Other incentive policies: Besides the basic salary and bonus policy, the
company needs to have other promotion policies to support and encourage
employees to work better such as:
 Vacation policy: Every year, the Company will organize field trips. holiday for
all employees in order to:
˗ Help them feel more comfortable, regenerate their labor force.
˗ Create motivation to promote relationships of exchange, learning, sharing
experiences, is a playground for people to get closer together, creating better
working efficiency.
 Health care policy: In addition to 2 types of compulsory insurance (health
insurance, social insurance), the company will organize periodical health
checks for employees once a year.
 Other welfare policies such as:
˗ Welfare regimes: Birthdays,funerals,weddings,sicknesses,transportation
allowances when returning to hometown…
˗ Gifts - bonuses - New Year's money on holidays and Tet.
˗ Study promotion gifts for children at the end of the school year, on
International Children's Day, Mid-Autumn Festival.
˗ Policy regime based on seniority of work.
˗ Cultural - Physical - American movements organized by the company on
festivals. Support for travel expenses, subscription packages.
4.2 Direct store
Even if the other industries have low growth rates, even the loss of the dairy industry
still has a stable growth rate. Milk is an essential product for daily life and it's the key
to holding the growth.
The department system of TH True Milk is widely distributed in 22 districts of Ho Chi
Minh City. Each district has at least from a store back up to serve the consumers. The

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area of each store is about 40-45m2. The store introduced the product of TH True
Mart are equipped with modern storage systems and equipment. With the form of a
separate, unique and well-invested product introduction store that will help the Milk's
product be upgraded to a new location. To control the quality of the product as well as
elevating the image of the client's heart.
The districts are developing day by day, the population is also increasing and the
stores of TH True Milk appear in most of the area. Along with the construction of a
store system, it is expected to add about 1-4 stores in large areas and densely
populated areas to meet customer needs.
However, in order to open a store in areas, there's a certain resolution. The store that is
expected to open more will have an area of 40-45m2 not only for displaying products
but also as a warehouse to store products. The choice is to open in areas with a lot of
people living, giving preference to premises outside the main road system.
Besides, before we open up more stores, we need to survey the necessary milk
requirements in areas of the area. In areas with a high proportion of households, many
communes and wards are expected to open 2-3 more stores: District 3, 4, Binh Thanh,
Binh Tan... and we will open 1-2 stores in other places, less population: Can Gio
district, Nha Be district...
The bottom panel expresss the prejudice of quarter 3 and quarter-4 along with the size
of the expected store will open them in each area:

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Table 6 Statistical tables of expected sales in 3rd & 4th quarter

4.3 Agents, wholesalers and retailers
4.3.1 Policy
4.3.1.1 Cargo shipping method
 For agents, wholesalers and retailers:
When there is an order, the business will support the delivery fee of 50% for orders
valued at under VND 5,000,000, and for orders with a value of over VND 5,000,000,
the business will fully support the cost transport.
 For customer:
When there is an order, the business will freeship within a radius of 3km with an
invoice of 500,000VND or more, outside a radius of 3km, the business will support
50% of the freight charge.

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4.3.1.2 Payment methods

 For agents, wholesalers and retailers:
- Cash payment, transfer.
 For customer:
- Payment post, transfer, cash.
- Pay by e-wallet (Vnpay, Zalopay, Momo, ...) because other forms of payment
by e-wallet will have many discount codes to attract customers.
4.3.1.3 Exclusive commissions:
 For agents, wholesalers and retailers
Discount: The discount rate depends on the product value, ranging from 1-4% and
+5,000VND/product (exhibition fee)
4.3.1.4 Return policy
 For agents, wholesalers and retailers
For products with expiry date, enterprises have 2 options:
 Support to sell for agents, whosalers/retailers quantity of milk for customers
who need to consume a large amount of milk during the day.
 Product recall = 90% of the product value that agents, wholesalers/retailers
have imported.
4.3.2 CRM
Number of visits
Once-twice a Once-twice a
week month
Dealers, x
wholesalers/retailer
s
Farm x
Warehouse x
Office x
Table 7 Number of visits
For B2B:
• B2B (Business to Business) CRM is understood as the process of managing
relationships with customers, helping companies understand the needs of
customers.
• Build and maintain relationships with customers
• B2B CRM includes an overall business strategy with Sales, Marketing and
Customer Service data.

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For example: Shopee, Lazada, Tiki give you a platform where you can connect with
potential buyers for your product or service. You agree to the terms of the commission
that these third party providers will charge. For every transaction made or sale that
happens, the middleman (Shopee) earns a certain amount of money.
 What are the benefits of B2B CRM?
˗ Manage contacts easier
˗ Create a better customer experience
˗ Good launch of targeted marketing campaigns
 How to implement a CRM B2B strategy?
˗ Identifying and grouping customers in order to develop an appropriate
relationship strategy, besides using software to keep detailed information about
their interactions with customers.
˗ Quicker response to buyer questions: For example, build a high-quality staff
that can handle customer situations quickly and professionally.
˗ Listen to customers: The success of a business is to help buyers understand the
value of the product or service that it offers. And the best way to do this is to
ask customers for feedback about the quality of the product or service they
have experienced.
˗ Focus on the company, not on the individual. Being active in the B2B industry
means working with companies, not individuals. Therefore, you must
implement activities that target the common goal of the whole company and
prove the importance of the solutions, the better it will attract and retain
customers..
 An example of the most effective B2B CRM methods:
 To ask customers to complete an online survey for the Dove brand, Unilever
used all possible channels, including: TV, online media, email ... As a result,
128,000 surveys were conducted. completed, 28,000 more than expected.
 Businesses better understand their customers and serve them in the best way.
Employees in the company will work more efficiently, sales and marketing
campaigns are no longer based on simple guesswork but on clearly defined
stages. All of these factors will contribute to building relationships with buyers
and gaining their trust
For B2C
˗ B2C ((Business to Customer) CRM is a customer relationship management
software built exclusively to handle the business requirements of customer-
facing businesses.
˗ Mainly exploiting customers' habits and habits.
 Benefits of B2C CRM?
˗ Improve customer satisfaction
˗ Attract and retain customers and get leads
 How to implement a CRM B2C strategy?

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˗ The company must find out customer segments, based on demographics,

analyze who they are, what they need, what they like, how much money they
have and come up with reasonable solutions. tell everything on schedule.
˗ Track customer insights and contact management using systems that can store
customer data.
˗ Multi-channel integration: Social media is one of the most used customer care
channels today, with more than 67% of customers using social media sites (like
Facebook and Twitter) and 33% of customers consider social media to be their
preferred customer care channel. That said, email, texting, Facebook, and
phone are effective customer care options. Having a CRM system that can be
integrated into the entire range of potential customer care channels means that
the B2C business will support customers using a variety of technology
platforms.
4.4 Marketing activities.
 With the campaign "Strengthening the future", we, with families, parents and
children, support children to go to school, after the pandemic, to strengthen
their beliefs, to exercise physical and mental strength.
 Marketing strategies for the third and fourth quarter
 4 goals will be achieved
 Increased brand recognition TH True milk
• Use online social media advertising channels such as
Facebook:
 Stage 1 (first 2-3 months): Run ads as reach (not focused on sales), reaching as
many customers as possible.
- This is a form of advertising that does not focus on sales, so the cost is quite
low, about 1,500,000 VND (Approach ~ 30,000 people) / Week.
 Stage 2: After reaching customers and they have learned about the product,
then increasing awareness through promotions, running ads so that promotions
appear on Facebook page if they have. Search history or planning to buy TH
Truemilk dairy products.
- At this stage, it is mainly for promotions to appear regularly on their personal
pages and promote buying motivation, so the cost is quite high between
500,000 VND-700,000 / day (Attracting ~ 100 orders /day).
• Organize viral events and programs to cover brands on outreach channels.
 For example: Cooperating with famous artists such as singer Dong Nhi and
singer Bao Thy, especially if they have a baby in the process of using milk,
they will use TH Truemilk's products and post a review on the Social
networking sites such as Facebook, Tiktok, ... so that consumers and intending
to use TH TrueMilk's products will no longer doubt the quality of the product.
 Cost: ~ 10,000,000 VND/Day.

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 Reach target customers.

 Conduct marketing campaigns to reach customers and take care of customers.
- Example: Create a form for customers to do surveys before and after buying.
To analyze and evaluate which product their needs use.
- The cost is negligible.
 Billboard ads .This is an early but still effective way to reach potential
customers. It is easy to see this type of advertisement at large, crowded
intersections.
- Example: Searching for areas, high-rise buildings or downtown areas, densely
populated areas, or date intersections with traffic lights to launch a campaign to
show TH TrueMilk products for reach target customers.
- Cost: ~ 5,500,000vnd/Week.
 Change customer habits from offline to online.
• Promotion of discounts / free delivery for customers who order products on TH
TrueMilk's websites with invoices from 500,000 VND within 3km, 50% of
delivery fee if exceeding 3km.
˗ Time: When support costs are over
˗ Cost: 50,000,000 VND
• Cooperation with e-commerce floors such as Shopee, Lazada, Tiki, ... simplify
purchasing with just "click".
˗ In addition, when cooperating with e-commerce floors, there will be a lot of
orders because they already have customer data, combined with promotions,
free shipping depending on the value of the bill.
˗ Service fee: 2.2% / product.
 Increase sales.
• Create promotions, drive action strategies to speed sales and shorten customers'
hesitation times when choosing products.
˗ Example: Buying 2 packs of milk will include a box of the same type of milk /
a small toy for children.
˗ Time: Take place within 10 days.
˗ Cost: 30,000,000vnđ
• Retaining customers instead of spending advertising costs to find new
customers, they should take advantage of and exploit old data sources of
customers. Enterprises devise loyalty and gratitude loyalty campaigns for long-
term customers to stimulate more buying demand.
˗ Example: When buying goods with bill of 100,000 VND, customer will
accumulate 1 point, if 10 points are collected enough, 1 batch of milk will be
awarded, 50 points will be given a baby backpack and 100 points will be
awarded. 3-wheel bicycle donation for children.
˗ Time: Occurs for 1 year or when gifts are out

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˗ Cost: 30,000,000vnd
5. Check and evaluate sales activities

Criteria for evaluating the overall sales plan in the third and fourth quarters.
5.1 Overview - Position - competition
Currently, TH True milk accounts for 45% of milk market share in Vietnam, Ho Chi
Minh City alone accounts for more than 50% of sales of TH True milk's total sales. To
achieve the above expected sales, it is necessary to evaluate and adjust the strategy
immediately at each planning stage. While planning is based on past data to estimate
expected future numbers, however, these numbers are still variables, as there are many
other factors that will impact actual sales. achieve. Internal changes of the enterprise
such as human resources, technology, and external sources such as macro and micro
factors will also make positive or negative changes to the plan. Therefore, it is
necessary to provide evaluation criteria as objectively and comprehensively as
possible in order to be able to adapt to the change of the environment. And the
evaluation criteria are as follows:
5.2 Evaluation
Salespeople
For employees, we are divided into three branches: separate staff for B2B customers
and employees for B2C customers, and online employees. The evaluation criteria will
be noted as follows:
Criteria Salespeople Salespeople for Online

for B2B B2C
Sales Have the expected sales in each period or not? The data for each
type is clearly defined in section 3.2 .
Customer ˗ Through customer reviews and customer satisfaction
satisfaction and ˗ Through rating boards and surveys
evaluation
Contact Direct review or Evaluate customer,
methods
surveys review
Professional Assessment through periodic knowledge tests and training
knowledge and sessions for employees. There will be a person in charge of
skills expertise to review and evaluate carefully, in conjunction with
the previously announced HR department when recruiting and
training employees.
The staff's Employees, regardless of department, are encouraged to voice

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opinion. their opinions and encourage creativity, giving advantages and

disadvantages in the working process.
Table 8
The above criteria are the 4 main criteria we use to evaluate each employee in
different customer segments. The first three are related to external factors. There are
many factors that affect the sales target of each place and each employee, for example,
it may be because the location and location of the store is not good, or the target
customer is determined behind, It is also possible that the allocation of sales targets to
that area is not appropriate… there are many factors that need to be considered
objectively based on actual sales data combined with external factors to have be able
to identify the problem and make a reasonable assessment method.
An aspect that is both objective and subjective, but with a high consensus rate, the
more authentic the results, is customer satisfaction. Through applied electronic media
combined with advanced technology, we can post short-term surveys, customer
reviews, or guest reviews, what needs improvement. and what has been done.
Although customers sometimes have time to evaluate, sometimes they will be
emotional, but the selling capital is based on the customer's feelings. But it is with
these sentiments that we can assess customer trends and needs to have a reasonable
marketing campaign. The more information, the more advantages. Besides that, We
will also see how employees really work and how effective they are. Was the previous
training program really appropriate or not, what was missing? From there, the
planning and programs in the future will be more accurate and comprehensive,
building a team of quintessential and enthusiastic personnel.
Một khía cạnh vừa khách quan vừa chủ quan nhưng có tỷ lệ đồng thuận cao thì kết
quả càng chân thực, đó chính là sự hài lòng của khách hàng. Thông qua các phương
tiện điện tử ứng dụng kết hợp với công nghệ tiên tiến, chúng tôi có thể đăng các bài
khảo sát ngắn hạn, đánh giá của khách hàng, hoặc đánh giá của khách, những gì cần
cải thiện. và những gì đã được thực hiện. Dù khách hàng đôi khi sẽ có thời gian đánh
giá, đôi khi sẽ cảm tính, nhưng vốn bán hàng dựa trên cảm nhận của khách hàng.
Nhưng chính từ những tình cảm đó, chúng ta có thể đánh giá được xu hướng và nhu
cầu của khách hàng để có chiến dịch marketing hợp lý. Càng nhiều thông tin càng có
nhiều lợi thế. Bên cạnh đó, Chúng tôi cũng sẽ xem nhân viên thực sự làm việc như thế
nào và hiệu quả của họ như thế nào. Chương trình đào tạo trước đây đã thực sự phù
hợp hay chưa, còn thiếu sót gì? Từ đó, những kế hoạch, chương trình trong tương lai
sẽ chính xác và toàn diện hơn, xây dựng một đội ngũ nhân sự tinh túy và tâm huyết.
Knowledge and skills will be passed through periodic tests, usually included in the
company's own training sessions for employees of each department. Through the
results, it will evaluate and orient, detect where the employee's weaknesses are so that
they can be supplemented and supported in a timely manner. At the same time, the
company can also reorient the current method as well as whether the current strategy
is appropriate or not in order to have a suitable alternative strategy.

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Kiến thức và kỹ năng sẽ được thông qua các bài kiểm tra định kỳ, thường được đưa
vào các buổi đào tạo riêng của công ty dành cho nhân viên của từng bộ phận. Thông
qua kết quả sẽ đánh giá và định hướng, phát hiện điểm yếu của nhân viên ở đâu để kịp
thời bổ sung, hỗ trợ. Đồng thời công ty cũng có thể định hướng lại phương pháp hiện
tại cũng như chiến lược hiện tại có phù hợp hay không để có chiến lược thay thế phù
hợp.
The last point is the opinion of the staff. The evaluation is two-way, the content and
the evaluation results are the most objective and clear. Employees are the most
important part in the development of the business, especially Sales staff, regardless of
the front, they are also the ones who directly interact with customers, customers know
us through them, the sales people. So it is they who will give us an overview of
customers and real needs, weaknesses in products, services, quality... they are the face
of the business, so we need to listen and understand. How to carefully consider the
cause? Finding a salesperson is hard, retaining them is even harder, giving them the
right to speak up will give them freedom. Retaining employees while getting good
ideas from them.
Điểm cuối cùng là ý kiến của nhân viên. Việc đánh giá mang tính hai chiều, nội dung
và kết quả đánh giá là khách quan và rõ ràng nhất. Nhân viên là bộ phận quan trọng
nhất trong sự phát triển của doanh nghiệp, đặc biệt là nhân viên Sales, dù ở mặt trận
nào thì họ cũng là người trực tiếp tiếp xúc với khách hàng, khách hàng biết đến chúng
ta thông qua họ, những người bán hàng. Như vậy chính họ sẽ cho ta cái nhìn tổng
quan về khách hàng và nhu cầu thực sự, điểm yếu về sản phẩm, dịch vụ, chất lượng…
họ là bộ mặt của doanh nghiệp nên ta cần lắng nghe và thấu hiểu. Làm thế nào để xem
xét cẩn thận nguyên nhân? Tìm được người bán hàng đã khó, giữ chân họ còn khó
hơn, cho họ quyền lên tiếng sẽ cho họ tự do. Giữ chân nhân viên trong khi nhận được
những ý tưởng tốt từ họ.
Between the new store and the old store, the comparison will mainly be on the above
evaluation factors. Because of regional differences, the assessment needs more about
demographic factors such as income, age, and level of development of each region.
For example, we cannot ask for a low level of expenditure like Hoc Mon, but
compared to District 1, it is too lame. Compare in the same segment of the market,
evaluate the separate development in the whole to be able to come up with the most
suitable strategy.
Sales
The number doesn't know how to lie, so to judge, will often rely on sales to make
decisions. For example, a direct store with steady and steady increase in revenue can
see that the store is doing well overall, the employees are efficient, and the location is
well chosen. On the contrary, if a store's revenue is always at a loss and gradually
declines, it is necessary to review the evaluation factors above to promptly have an
appropriate solution. Revenue will be based on the target sales and KPIs of each brick-

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and-mortar store, and online. Particularly for B2B customers, it is necessary to make
an overall assessment based on the efforts of the staff, because for this customer alone,
effort alone is not enough, there is also a little luck because the opponent has never
been weak.
Con số không biết nói dối nên để đánh giá, thường sẽ dựa vào doanh số để đưa ra
quyết định. Ví dụ: một cửa hàng trực tiếp có doanh thu tăng đều và ổn định có thể
thấy rằng cửa hàng đang hoạt động tốt về tổng thể, nhân viên làm việc hiệu quả và vị
trí được chọn tốt. Ngược lại, nếu doanh thu của cửa hàng luôn thua lỗ và giảm dần thì
cần xem xét lại các yếu tố đánh giá trên để kịp thời có giải pháp phù hợp. Doanh thu
sẽ dựa trên doanh số mục tiêu và KPI của từng cửa hàng truyền thống và trực tuyến.
Riêng đối với khách hàng B2B, cần đánh giá tổng thể dựa trên nỗ lực của nhân viên,
bởi với đối tượng khách hàng này, nỗ lực thôi là chưa đủ, cũng cần có một chút may
mắn vì đối thủ chưa bao giờ yếu.
5.3 Profits
High sales is not necessarily high profit, because profit will be based on how much
cost. Therefore, profits will clearly show cost management and utilization of real
resources. You need to plan to maximize sales and minimize costs. Costs must be
controlled in order to generate sales. In addition, the profit of each distribution
channel and each store will clearly show the financial strength or internal "disease" of
the store itself. Most of the stores have the same area, the same electricity rate… the
basic costs are the same so why is the cost higher this month than other stores. From
there, we can evaluate and consider what the problem is so that we can take timely
remedial measures.
Doanh số cao chưa chắc là lợi nhuận cao, vì lợi nhuận sẽ dựa vào chi phí bỏ ra là bao
nhiêu. Do đó, lợi nhuận sẽ thể hiện rõ chi phí quản lý và tận dụng nguồn lực thực tế.
Bạn cần lập kế hoạch để tối đa hóa doanh thu và giảm thiểu chi phí. Chi phí phải được
kiểm soát để tạo ra doanh thu. Ngoài ra, lợi nhuận của từng kênh phân phối, từng cửa
hàng sẽ thể hiện rõ thực lực tài chính hay “căn bệnh” nội tại của chính cửa hàng đó.
Hầu hết các cửa hàng đều có cùng diện tích, cùng giá điện… chi phí cơ bản như nhau
vậy tại sao chi phí tháng này lại cao hơn cửa hàng khác. Từ đó có thể đánh giá, xem
xét vấn đề đang gặp phải là gì để có biện pháp khắc phục kịp thời.
5.4 Distribution channels
More than 70% of sales come from B2B customers, so it is necessary to consider the
consumption of each B2B customer from the past to the present to make a suitable
forecast for the future. Review the change to evaluate this change positive or negative
and find the reason to have the appropriate plan. B2C customers are similar, but the
reviews will be more extensive, based on the evaluation factors above to make the
right judgment. Particularly for online customers, the current market is developing
extremely strongly, and the level of competition is not less than that of the direct
market, it is necessary to monitor closely and continuously to have a suitable plan.

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Hơn 70% doanh số đến từ khách hàng B2B, vì vậy cần xem xét mức độ tiêu thụ của
từng khách hàng B2B từ quá khứ đến hiện tại để đưa ra dự báo phù hợp cho tương lai.
Xem lại sự thay đổi để đánh giá sự thay đổi này tích cực hay tiêu cực và tìm nguyên
nhân để có kế hoạch phù hợp. Khách hàng B2C cũng tương tự như vậy nhưng đánh
giá sẽ bao quát hơn, dựa vào các yếu tố đánh giá trên để đưa ra nhận định đúng đắn.
Riêng đối với khách hàng trực tuyến, thị trường hiện nay đang phát triển vô cùng
mạnh mẽ, mức độ cạnh tranh không hề kém so với thị trường trực tiếp, cần theo dõi
chặt chẽ, liên tục để có phương án phù hợp.
5.5 Marketing strategy
The marketing campaign is based on a given KPI and budget and whether or not the
initial goal has been achieved. This has been thoroughly analyzed in the marketing
campaign section. The main goal of the campaign is to elevate the brand, expand the
coverage and coverage of the brand at a limited cost but maximize the benefits
brought.
Chiến dịch tiếp thị dựa trên KPI và ngân sách nhất định và có đạt được mục tiêu ban
đầu hay không. Điều này đã được phân tích kỹ lưỡng trong phần chiến dịch tiếp thị.
Mục tiêu chính của chiến dịch là nâng tầm thương hiệu, mở rộng phạm vi phủ sóng và
độ phủ của thương hiệu với chi phí hạn chế nhưng tối đa hóa lợi ích mang lại.
5.6 The treatment for the risk.
The strategy is that happens in the future, and predict there's always been constant
change not only internal to the company but also external factors of the business.
If work comes from within in resources and technology. There are two main sources
that we evaluate and examine internally. Because of expanding more direct stores and
developing human resources in the online segment, employees need to learn and
supplement new skills. At that time, we can train and recruit new staff, supplement the
existing staff, and can overcome the sudden shortage of personnel by outsourcing
people with available experience. , to avoid loss of time and cost of recruitment and
training. With online sales staff, it is the same, new training or hiring can be done to
take advantage of existing time and knowledge. Developed and advanced technology
enhances product value, bringing customers the best products.
Is the employee working well or not? It is necessary to find out the causes, what
makes employees work well and also what is not good. If it is due to staff skills or
professional knowledge, it is easily updated through training programs. If the KPI
revenue is too high compared to reality, the coordination will be adjusted accordingly.
The factors and remedial methods have been analyzed in the above sections.
Particularly if it is due to external factors such as unexpected pandemic, interest rate
factors, inflation, etc., it is difficult because it is difficult for anyone to avoid this risk.
However, there is always a reserve fund and risk management, which needs to be
combined between departments to be able to offer the best risk management plan.

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External factors affect the success and failure of the business.

˗ The competition is too strong
˗ The plan is not suitable
˗ Market changes in demand
˗ Technology
There are internal factors that can make an appropriate change plan, it is really
difficult to predict all possible situations, but we can have a plan based on the data that
occurs. history in order to be able to make future forecasts. Always in the spirit of
preparation to be able to offer the most flexible and suitable plan.
CONCLUSION
TH has brought a whole new look to the domestic dairy industry. In addition the group
also ensures and affirms the process of processing fresh milk in Vietnam. TH True
Milk has been constantly trying to build the image and promote the product, from the
feat of designing the logo, to designing a concise and implication slogan. TH also
executes unique ads, branding through practical and meaningful actions. Aim to create
clean, pure milk from nature according to the original criteria set by the company.
Especially in the current period, TH True Milk needs to prove that its clean milk
advertisement is true. In addition, TH needs to try to build a good brand and promote
more and more sustainable brand building.
Hope you will give the team your comments and suggestions so that we can adjust and
reconsider some of the issues that are still missing in the report. To be able to achieve
the best effect and apply it in practice later.
Thank you so much!

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REFERENCES
1. https://www.tryandreview.com/id/brand/th-true-milk-vietnam
2. https://www.thmilk.vn/category/khuyen-mai/
3. https://ngheandost.gov.vn/nghien-cuu-kh/ung-dung-cac-tien-bo-khkt-va-cong-nghe-vao-
san-xuat-cay-an-qua-1786.html
4. https://www.vietnamplus.vn/th-true-tea-th-true-milk-dat-thuong-hieu-vang-nong-nghiep-
viet-nam/767722.vnp
5. https://vantamland.com/bao-cao-ket-qua-kinh-doanh-cua-th-true-milk-1644195726
6. https://thitruongbiz.vn/th-true-milk-la-gi-va-qua-trinh-hinh-thanh-va-phat-trien-cua-th-
true-milk-1243.html

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thực tập (Đại học Hoa Sen)

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JOB ASSIGNMENT SHEET

STT NAME JOB %

1 Nguyễn Trương Gia Find information part 2 + Word

2 Nguyễn Hồng Thảo Find information part 3 + 4 + PPT

3 Âu Thanh Tùng Find information part 3

4 Nguyễn Thị Ngọc Find information part 4 + 5

5 Vũ Thu Thảo Find information part 1 + 2

6 Dương Tấn Đạt Find information part 2 + Conclusion

Table 1 The worksheet of the members of the group.

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3.1.3. The results of the sale in the past....................................................16

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Picture 1 Logo of TH True Milk..................................................................................1

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Table 1 The worksheet of the members of the group..................................ii

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1.1. About the business

TH Food Chain Joint Stock Company

Picture 1 Logo of TH True Milk.

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1.3. Company Size

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Picture 2. Launched fresh milk products for TH school MILK.

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Picture 3 Launched TH true NUT premium nut milk

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Project Report of Sale Management Page |5