(LUẬN văn THẠC sĩ) the solution for improvement of horeca chanel in unilever food solution at ho chi minh city

UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business Nguyen Phuoc Huy Hung THE SOLUTION FOR IMPROVEMENT OF HORECA CHANEL IN UNILEVER FOOD SOLUTION AT HO CHI MINH CITY MASTER OF BUSINESS (HONOURS) Ho Chi Minh City – Year 2020 TIEU LUAN MOI download : skknchat@gmail.com UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business Nguyen Phuoc Huy Hung THE SOLUTION FOR IMPROVEMENT OF HORECA CHANEL IN UNILEVER FOOD SOLUTION AT HO CHI MINH CITY MASTER OF BUSINESS (HONOURS) SUPERVISOR: DR PHAM PHU QUOC Ho Chi Minh City – Year 2020 TIEU LUAN MOI download : skknchat@gmail.com SUPERVISOR’S REPORT ON THE THESIS PROPOSAL SUBMITTED FOR DEGREE OF MASTER of BUSINESS ADMINSTRATION THE SOLUTION FOR IMPROVEMENT OF SALE REVENUE OF RESTAURANT CHANEL IN UNILEVER FOOD SOLUTION Student Name: Nguyen Phuoc Huy Hung Supervisor: Dr Pham Phu Quoc General comments  Remarks on the student’s attitude:  Remarks on the assignment’s academic quality: Overall assessment: Meet requirement for submitting Not meet requirement for submitting Other remarks: - Did the student follow the report schedule? Yes No Other ……………………………… - The Turnitin plagiarism percentage: Supervisor’s signature TIEU LUAN MOI download : skknchat@gmail.com Contents EXECUTIVE SUMMARY CHAPTER BACKGROUND INFORMATION 1.1 Unilever Vietnam 1.2 Unilever food solution Vietnam 1.2.1 The business goal Figure 1.2.1: Structure of product portfolio in 2020 Figure 1.2.2: Proportion of customer segmentation in 2020 1.2.2 Competitors 1.2.3 The suppliers 1.2.4 Target customers and brand positioning CHAPTER SYMPTOM 2.1 Symptoms of the problem 2.2 Symptoms validation Figure 2.2.1: The Revenue in the same period in Ho Chi Minh from 2019 to 2020 Figure 2.2.2: The Comparision of Revenue in the same period in Ho Chi Minh Figure 2.2.3: The Comparision of Revenue in the same period in Mekong Area Figure 2.2.4: The number of consumer using knorr products from 2015 to 2019 CHAPTER PROBLEM IDENTIFICATION 3.1 Potential problem 3.1.1 The market has fierce competition 3.1.2 The price of products has not enough competitive advantage 10 3.1.3 The promotion does not satisfy the demand of consumers 11 3.2 Problem Validation 12 CHAPTER CAUSE VALIDATION 18 4.1 Potential causes 18 Figure 4.1: The Cause and Effect Map 18 4.1.1 Invest not enough properly in the sales team and tools to support 18 4.1.2 The influences of market 18 4.1.3 Competitors 19 4.1.4 Promotion of Knorr products don’t touch right insight of consumers 20 4.2 Validating causes 20 CHAPTER SOLUTION 22 5.1 Solutions for sale and marketing 22 5.1.1 Enhance the image of Unilever Food Solutions brand, enhance and improve the quality of the introduction of the culinary solution 22 5.1.2 Develop attractive promotions for customers and distributors 22 TIEU LUAN MOI download : skknchat@gmail.com 5.1.3 Develop the program working on electronic media 23 5.1.4 Create solutions to support the customers’ business 23 5.2 Solutions for distribution 24 5.3 Building a professional sales staff 24 5.3.1 Theoretical Insight 24 5.3.2 Enhancing the capacibility of sale force 25 5.4 Innovate method of monitoring sales staff 26 APPENDIX 1: SURVEY QUESTIONNAIRE 28 APPENDIX 2: CHARACTERISTICS OF SURVEY SAMPLE 30 APPENDIX 33 TIEU LUAN MOI download : skknchat@gmail.com Improvement Of Horeca Chanel in Unilever Food Solution EXECUTIVE SUMMARY Horeca is an acronym for the words Hotel (Hotel), Restaurant (in general, Restaurant, food service), and Catering or Coffee (in general, Food, Beverage, Coffee service) , Bar, Club ) In Vietnam Horeca is defined as a HIGH-CLASS SALES CHANNEL for the Food & Beverage Industry (Food & Beverage) Economic development, the demand for entertainment of the people in the country is increasing, in parallel, Vietnam is also one of the attractive destinations for international tourists Therefore, the amount of goods and services for this special consumption channel Horeca is in great demand And there are now a lot of companies supplying input materials that are entering this market, so the need for rapid innovation and innovation is an issue that the company needs to focus on With the presence of more than 25 years, Unilever's brands have become so familiar in Vietnamese consumers' minds Therefore, Unilever is no exception for timely changes and improvements to keep pace with the rapid development of the era, especially the Food Solutions division with products specializing in providing culinary solutions for customers found in fast-growing pace and stiff competition Ho Chi Minh City is a key market, with the largest number of customers in the horeca channel, but the business situation is declining and failing to meet the targets set by the management This also comes from a number of subjective and objective reasons Regarding objective issues, this is a force majeure element, hard to solve The article will analyze in depth the problems and causes stemming from the company such as price policy, promotions and sales team To help the company overcome the current limitations, increase the efficiency in business operations and increase the competition in the fierce market today, the author decided to choose the topic: “THE SOLUTION FOR IMPROVEMENT OF HORECA CHANEL IN UNILEVER FOOD SOLUTION AT HO CHI MINH CITY”as the research topic for her graduation thesis TIEU LUAN MOI download : skknchat@gmail.com Improvement Of Horeca Chanel in Unilever Food Solution CHAPTER BACKGROUND INFORMATION 1.1 Unilever Vietnam Unilever is a global company that specialises on fast-moving consumer products in more than 190 countries across the world Established in Vietnam from 1995, Unilever started to invest more than 300 million USD with a modern factory in Ho Chi Minh City and Bac Ninh Province Through its network of more than 150 distributors and more than 300,000 retailers 1.2 Unilever food solution Vietnam Unilever food solution is the dedicated foodservice business of Unilever in general, Unilever Vietnam in particular The portfolio encompasses many of the world's big food brands including Knorr, PG Tips, Flora, Colman's and Hellman's A combination of a winning product portfolio, customer insight, and investment in our people, helps Unilever food solution deliver year-on-year growth through offering our bright minded chefs and caterers tailored solutions, helping them to expand their business and what they love As the dedicated foodservice business of Unilever, food solution leads the industry in providing innovative and high quality professional food ingredients and value adding services created by 300 professional chefs Covering 50 cuisines, in 200 million dishes a day Unilever food solution Vietnam has main brands: Knorr, Lipton and best food 1.2.1 The business goal The target growth of Unilever Food Solution is 20% per year and business results achieved the highest growth rate of all parts of Unilever Vietnam in recent years Figure 1.2.1: Structure of product portfolio in 2020 (Source: Company financial statements 2020) TIEU LUAN MOI download : skknchat@gmail.com Improvement Of Horeca Chanel in Unilever Food Solution In the horeca chanel, Food Solutions' customer segments are restaurants, restaurant chains, hotels, canteens, supermarkets and wholesale markets Currently, the most important customer segment is wholesale market, followed by supermarkets, restaurants, hotels and restaurant chains It is shown in Figure on the 2019 customer segment chart as follows: Figure 1.2.2: Proportion of customer segmentation in 2020 (Source: Company financial statements 2020) 1.2.2 Competitors As a leader in the FMCG industry in general and food services in particular, Unilever Food Solutions currently has competitors both domestically and internationally For Knorr spices: the main competitors are Aji and Maggi The Mayonnaise brand line has fierce competition from rivals from Japan, Kewpie and Aji Lipton tea products have strong competition from foreign rivals Dilmah, Twinings, domestic rivals Cozy, Tra Thai Nguyen 1.2.3 The suppliers Currently Unilever Food Solution products are mostly imported products from the Philippines, Malaysia and Thailand, three products produced in Vietnam are Knorr Seasoning Seeds, Knorr Chicken Powder and Knorr Seafood Powder With the global scale, the suppliers of Unilever Food Solutions are big, reputable suppliers, ensuring raw materials and quality as required The problem here is that the current production capacity of the plant still does not meet the needs of countries in Southeast Asia, leading to a shortage of some peak season TIEU LUAN MOI download : skknchat@gmail.com Improvement Of Horeca Chanel in Unilever Food Solution 1.2.4 Target customers and brand positioning The product is positioned as "Product for professional chefs", and the target customers are chefs of restaurants, hotels, restaurants, so Food Solutions products give customers the whole prize The culinary solution, not only at providing spice products with common features, will UFS provide products that bring optimum benefits, the combination of products together to have benefits and helps delicious food become the best In addition, Unilever Food Solution also provides special services to assist the chefs to develop recipes, support the training of kitchen management, food safety and hygiene through UFS's domestic and international professional kitchen team On the other hand, Unilever Food Solutions also organizes programs to help develop the talent of the kitchen, the contest helps cooks have the opportunity to show their talents TIEU LUAN MOI download : skknchat@gmail.com Improvement Of Horeca Chanel in Unilever Food Solution CHAPTER SYMPTOM 2.1 Symptoms of the problem Vietnam has always been rated as the favorite food and drink country and the most attractive culinary culture of Asia Statistics of Dcorp R-Keeper Vietnam and Statista show that Vietnam's F&B industry currently has 540,000 restaurants, 22,000 coffee shops, bars and over 80,000 chain-based restaurants Revenue in 2019 hits $200 billion, up 34.3% compared to 2018 The industry's revenue forecast is likely to reach $408 billion by 2023 Along with the development of the country, each year the number of new restaurants, hotels, restaurants is very large World famous food chain brands and restaurants together with local investors have created a colorful picture of this service industry Statistics in recent years show that retail sales of food and beverage items account for 17% of total retail sales of goods and achieve increasing growth Food and beverage currently accounts for the highest proportion in the monthly expenditure structure of Vietnamese consumers (accounting for about 35% of the spending level) Ho Chi Minh is the most potential region with the highest number of restaurant and luxurious hotel in the whole country, but the total sale revenue of Ho Chi Minh’s horeca chanel does not get the target that the board of management expects and the growth rate is increasingly going down 2.2 Symptoms validation The business areas are divided into regions such as Ho Chi Minh, Mekong, East, Ha Noi, Central, North When separating targets for those regions, the firm has calculated based on every potential area The price of products will go up once a year of two years The board of management has expected that the growth rate of B2B channel, including wholesale, restaurant and hotel, chain, in 2020 is 20% higher than that of 2019 However, in the first three months of 2020, the revenue of Ho Chi Minh’s horeca chanel has not achieved the expectation These chart will show more specifically TIEU LUAN MOI download : skknchat@gmail.com Improvement Of Horeca Chanel in Unilever Food Solution 20 mainly use price strategy to attract customers There are also some companies that mimic packaging with bigger packaging, making the cost per unit of product lower 4.1.4 Promotion of Knorr products don’t touch right insight of consumers The promotions of knorr products have almost no change over the months, mainly only with gifts for customers are sugar and cooking oil, not meet the requirments of customers In the last months of the quarter, the company also launched a program to donate coca or pepsi soft drinks to customers when buying goods with a value of 3.5 million or more For small and single restaurant customers, this program is effective But for large restaurants, this program is not very effective because most restaurants sell more beer than soft drinks and soft drinks often used by employees in restaurants Other rivals such as Nestle Maggie, in the last months of the year, often offer many attractive promotions For example, with an invoice on 4.5 million, guests are given a blender or a meat grinder Maggie did not offer promotions every month, but during the promotion months, they launched a program that attracted customers more than knorr The promotions of knorr products have almost no change over the months, mainly only with gifts for customers are sugar and cooking oil In the last months of the quarter, the company also launched a program to donate coca or pepsi soft drinks to customers when buying goods with a value of 3.5 million or more For small and single restaurant customers, this program is effective But for large restaurants, this program is not very effective because most restaurants sell more beer than soft drinks and soft drinks often used by employees in restaurants On the knorr product, there is also a program to redeem gifts when customers buy directly from the company This program is really effective for large customers, especially customers with sales of 20 million / month or more But for small customers, low sales, customers who accumulate points for a period of 3-6 months can exchange gifts, this program is not very attractive to them Other rivals such as Nestle Maggie, in the last months of the year, often offer many attractive promotions For example, with an invoice on 4.5 million, guests are given a blender or a meat grinder Maggie did not offer promotions every month, but during the promotion months, they launched a program that attracted customers more than knorr 4.2 Validating causes Unilever Food Solution faced the problem that the revenue of restaurant chanel in Ho Chi Minh don’t get the target growth as the expectation of company With four potential causes are listed above, now company in updated cause-effect diagram are needed to be check Based on surveys of Unilever Food Solution internal documents, survey are conducted in 20 employees and 50 customers who are using Knorr products and it is conducted in the first quarter in 2019 With TIEU LUAN MOI download : skknchat@gmail.com Improvement Of Horeca Chanel in Unilever Food Solution 21 the survey, after collecting the result of answers from variables, the important level of each cause are determinate To be more specific, the percentage of each potential causes for this problem are 41% for first potential cause – “Promotion of Knorr products don’t touch right insight of consumers”; 35% for potential cause of “Invest not enough properly in the sales team and tools to support sales” , 12% for potential cause of “Promotion of Knorr products don’t touch right insight of consumers”, 8% for potential cause of “Quickly changeable market”, and 4% for other causes With highest percentage of 41%, the most important cause that cause the problem is “Promotion of Knorr products don’t touch right insight of consumers” TIEU LUAN MOI download : skknchat@gmail.com Improvement Of Horeca Chanel in Unilever Food Solution 22 CHAPTER SOLUTION 5.1 Solutions for sale and marketing 5.1.1 Enhance the image of Unilever Food Solutions brand, enhance and improve the quality of the introduction of the culinary solution Continuing to promote the strengths of marketing factors that are highly appreciated by customers Organize product sharing sessions to customer groups, seminars to share food, new dishes, new trends to enhance product value, Unilever Food Solutions brand From there, create opportunities to get closer to customers, understand the needs and wants of customers to bring practical and effective solutions According to customer reviews, the programs introducing new dishes and new ideas they still have not absorbed all the knowledge, have not effectively used the sharing from the company Therefore, it is necessary to redesign the program, the content to be shared, the target audience is clearly segmented so that the amount of information can reach customers most effectively The ongoing company competitions for young chefs across the country such as "Vietnamese delicacies" need to be advertised more on mass media, food related newspapers or other website related to food like Foody.vn, so that potential customers can know more about the program and UFS, create a prestigious program in the Kitchen community and be more widely known For new products, it is necessary to organize a new product launch program to share all information about the product, impress customers, bring food experts to share their experiences with the product and create trust with customers 5.1.2 Develop attractive promotions for customers and distributors Because products are spices for professional cookers, offering promotions must be appropriate and attractive to customers Continue to study which programs customers will like the most, such as discount programs directly on contracts, or attractive gift programs when customers achieve sales targets such as electric stoves words, blender, Minh Long chopsticks set from there, design appropriate gift programs In addition, for the direct gifts that come with the product to stimulate new customers to experience the product, there should also be relevance such as donating cooking oil, sugar, dishes In addition, building programs to encourage distributors, Mega market supports product development, good implementation of distribution services and improved sales TIEU LUAN MOI download : skknchat@gmail.com Improvement Of Horeca Chanel in Unilever Food Solution 23 5.1.3 Develop the program working on electronic media Taking advantage of the strong development of the internet and social networks, Unilever Food Solution needs to promote promotion programs on Facebook and website, upgrade websites, update information about products, services and programs to Customers can be easily found via online channels, especially Facebook is also used by Chefs and restaurant owners, who often put up dishes and share food related information, so this is a good information transmission channel to get closer to customers Bringing Unilever Food Solution to become the leading food and communication channel in Vietnam Build software to bring customers to become loyal customers, through data data, to implement point-to-point programs to become the company's VIP customers, thereby offering incentives and benefits Special benefits Leverage resources as a global company, professional chefs around the world There are direct sharing programs of the chefs of the countries, building the program "Explore the world cuisine", the chefs of Unilever Food Solution each country will share the traditional dishes of their country, Since then chefs can interact with each other, learn from each other, create more cohesion between Unilever Food Solution and the community of chefs 5.1.4 Create solutions to support the customers’ business Darwin scientist once said, "In crises, the winner is not the best or the smartest, but the one who knows how to best suit the situation." The customer's business has a great influence on the company's revenue, so the care and support to help customers increase sales is also a solution to keep customers Especially in times when customers are facing many difficulties as in the current period, accompanying customers is the more necessary work than ever The Covid-19 epidemic is affecting many aspects of life, reversing the habits of the whole society People will increasingly minimize the way out, eat goods Having plenty of time at home, they will also cook by themselves or use home delivery services During social breaks many restaurants were closed to serve on the spot, but some brands have turned to promoting online sales: home delivery on the app platform or in conjunction with delivery partners Do not just stop at take away, sell online, partner delivery , many restaurants and cafes have launched many incentives in the form of discounts, accumulated bonus points, bonus when buying a lot However, for With today's delivery apps, the cost that customers pay when they work together for delivery is quite high, accounting for about 25% - 30% of sales Recognizing this problem, Unilever Food Solution also contributes to supporting customers who are cooperating with the company by linking to a good market online site, designing a separate channel for online advertising for restaurants on the site TIEU LUAN MOI download : skknchat@gmail.com Improvement Of Horeca Chanel in Unilever Food Solution 24 advertise, and sponsor all advertising costs for, guests For large restaurants, the company's kitchen team will design a menu based on the restaurant's dishes so that customers can switch to online sales during the first time customers change their business model 5.2 Solutions for distribution - Continue to promote strengths in distribution channels, apply a nationwide distribution channel to increase coverage and brand recognition There are sales bonus policies, increasing discounts to help distributors serve customers better However, it is necessary to know the discount rates that distributors are supporting customers to understand the market situation and remedial measures when necessary - Continuing to train and improve the distributor's support capacity, support inventory management software programs, manage orders for distributors - Ensure the preservation of goods, because the products are food spice products, the storage conditions are dry, cool, not stored with chemical products, heavy products, avoiding the sun directly, the amount of substance stowed properly - Transportation: means of transport must be hygienic, not transport with chemicals, products affecting the quality, hygiene and food safety of products - In addition, UFS needs to expand the application of products, increasing the need to use products to help customers have more orders, the distributor will better support the order In addition, there should be specific delivery policies in contracts or commitments to customers, regulations on debt, order quantity, delivery time, product quality so that both parties can Make the most effective way - Expanding the display of products at Mega market supermarkets and markets, making it convenient for chefs or restaurant owners to buy products when they need to rush without distributors, or Mega and markets are Their regular purchasing channel, the company also takes advantage of this distribution channel to bring products to customers more easily 5.3 Building a professional sales staff 5.3.1 Theoretical Insight Kotler and Keller (2011) state that the previous idea that “all sales force did was sell, sell, sell” is long gone Nowadays sales reps “need to know how to diagnose a customer’s problem and propose a solution” Moreover, they also have different objectives as “a company might want its sales reps to spend 80% of their time with current customers and 20% with prospects” Regardless the market, their tasks usually comprise of “prospecting, targeting, communicating, servicing, gathering information and allocating resources” Salespeople ought to be placed TIEU LUAN MOI download : skknchat@gmail.com Improvement Of Horeca Chanel in Unilever Food Solution 25 effectively and strategically so they “call on the right customer at the right time in the right way, acting as account manager who arrange fruitful contacts in the between people in the buying and selling organizations” (Kotler and Keller 2011) Regarding the salespeople themselves, there are a number of key qualities they should possess such as “empathy and an interest in people” to help identifying customers’ real needs; “ability to communicate” as a way to get a message to a customer; “determination” although he needs to be able to hear “no” for an answer since “it is a fact that customers might say no when they really mean maybe” which eventually the sales rep will turn into a yes and “self-discipline and resilience” since he needs to deal with the downsides of working in the field alone (Jobber, Lancaster and Jamieson 2011) Furthermore, McMurry (1961) split the salespeople in six categories based on the negotiation skills required (Appendix 7) and Zeyl (2002) added the risk and customer’s experience factors as well as the bond stablished between seller and buyer Transitional selling where “products and services are well known to customers and available from many suppliers” and “price comparison is easy” and Seduction selling where “the customer has no specific needs of problems” but is afraid of being behind the competitors 5.3.2 Enhancing the capacibility of sale force People are always the central factor determining the success or failure of any production and business activities People impact on improving product quality, saving costs and lowering product costs In any development of any business, it does not lack the role of employee Therefore, selecting a team of employees who have the right qualities for sales is the first factor in the process of building a professional sales staff Promoting training to help sales staff help them master product and price, competitors as well as business processes, sales techniques, work organization and reporting In addition to the quality and basic knowledge of a salesperson, salespeople need to have a wide range of knowledge in other fields such as food, foreign languages, law In addition to the knowledge learned at the school, salespeople need to be shared and supplemented with new practical information and knowledge Therefore, training and retraining for sales staff needs to be maintained on a regular and continuous basis The professionalism of the sales staff is also reflected in many other aspects such as dress, communication style, working style, attitude towards customers The company needs to train the telesales department more professionally in receiving and answering customers' questions and complaints, useful information from customers will help the company make appropriate and good solutions more needs of customers TIEU LUAN MOI download : skknchat@gmail.com Improvement Of Horeca Chanel in Unilever Food Solution 26 More than anyone, salespeople, people who are in daily contact with customers represent the face of the company They need to be capable and devoted to customers They themselves, along with the company's other efforts, will create a professional customer service style 5.4 Innovate method of monitoring sales staff Change the method of supervising employees according to the current public days and events to the effective performance monitoring method Salespeople must have weekly or monthly work plans, new sales and customer growth plans as a basis for implementation and basis for managers to assess and evaluate The sales management team must catch up on the work of salespeople in a timely and regular manner to have enough information and timely adjust the problems arising in the daily work of the sales force, helping Support them to complete the assigned work TIEU LUAN MOI download : skknchat@gmail.com Improvement Of Horeca Chanel in Unilever Food Solution 27 REFERENCES https://chienluocmarketingso1.blogspot.com/2018/03/cau-chuyen-thuong-hieu-cuaunilever.html https://www.unileverfoodsolutions.com.vn/en/products.html https://www.unilever.com.vn/brands/our-brands/knorr.html 4.https://www.brandsvietnam.com/9309-Thi-truong-hat-nem-Ngoai-ngot-trong-cay 5.https://news.zing.vn/interactive/article/knorr-va-179-nam-tren-thi-truong-cauchuyen-lon-tu-gian-bep-post46.zing https://text.123doc.org/document/1235002-tieu-luan-phan-tich-ke-hoach-marketinghat-nem-tu-thit-knorr-potx.htm 7.https://nld.com.vn/chuyen-lam-an/thi-truong-hat-nem-don-truc-dien-tu-cac-ongtrum-20150108094438725.htm Barney, B.J (1995) Looking inside for Comp Adv Academy of Management Executive, Vol (4), pp.49-61 Available at: http://www.jstor.org/stable/4165288?seq=1 TIEU LUAN MOI download : skknchat@gmail.com 28 Improvement Of Horeca Chanel in Unilever Food Solution APPENDIX 1: SURVEY QUESTIONNAIRE Dear customers! My name is Nguyen Phuoc Huy Hung and I am a graduate student in the 25th course of Business Administration at Ho Chi Minh City University of Economics I am currently researching Marketing Mix activities of Food Solutions division of Unilever Vietnam The goal of the research is to find out how customers feel about the sales of Food Solutions products, thereby making changes to make them more efficient All of your objective opinions are valuable to my research All information provided by you is only used for the research objectives of the thesis and is considered for application to improve the company's sales activities more effectively We hope you will take a moment to answer the following questions: I GENERAL INFORMATION The brands you are using Unilever Food Solutions (Can choose many different options) • Knorr • Best Food • Lipton Time to use Unilever Food Solutions products • years II EVALUATION OF FACTORS Convention: Totally disagree Disagree Have no ideas Agree Totally agree TIEU LUAN MOI download : skknchat@gmail.com 29 Improvement Of Horeca Chanel in Unilever Food Solution FACTORS Level of agreement A GC1 PRODUCT PRICE 5 UFS product prices are competitive compared to similar products GC2 The price of UFS products is commensurate with the quality GC3 UFS product prices are stable GC4 The debt is well supported GC5 Flexible forms of payment B SUPERMARKET UFS products are advertised regularly, impressively and CT1 remember long CT2 The product has many attractive promotions CT3 Effective direct marketing and sales program III PERSONAL INFORMATION Please provide the following information: Gender • Male • Female Age group • Under 25 • 25-35 years old • Over 35 years old Occupation • Restaurant / restaurant owner • Procurement • Chef • Other • Deputy chef Sincerely thank you for your valuable comments! TIEU LUAN MOI download : skknchat@gmail.com 30 Improvement Of Horeca Chanel in Unilever Food Solution APPENDIX 2: CHARACTERISTICS OF SURVEY SAMPLE PRICE Size form Medium Value Difference Standard GC1 290 3.72 861 GC2 290 4.29 900 GC3 290 3.76 864 GC4 290 3.83 895 Tổng cộng 290 Reliability Statistics Cronbach's N of Alpha Items 697 Scale Cronbach's Scale Mean Variance if Corrected Alpha if if Item Item Item-Total Item Deleted Deleted Correlation Deleted GC1 15.48 5.669 609 581 GC2 14.91 6.386 377 680 GC3 15.45 5.667 607 582 GC4 15.38 6.242 418 663 GC5 15.60 6.705 287 717 After removing GC variable, we have the following result: Reliability Statistics Cronbach's N of Alpha Items 717 TIEU LUAN MOI download : skknchat@gmail.com 31 Improvement Of Horeca Chanel in Unilever Food Solution Item-Total Statistics Scale Cronbach's Scale Mean Variance if Corrected Alpha if if Item Item Item-Total Item Deleted Deleted Correlation Deleted GC1 11.88 3.618 716 523 GC2 11.30 4.641 323 760 GC3 11.84 3.608 717 522 GC4 11.77 4.642 327 757 Descriptive Statistics Minimu Maximu Std N m m Mean Deviation GC1 290 3.72 861 GC2 290 4.29 900 GC3 290 3.76 864 GC4 290 3.83 895 Valid N 290 (listwise) PROMOTION Size form Medium Value Difference Standard CT1 290 3.55 633 CT2 290 3.57 684 CT3 290 3.65 784 Valid N 290 (listwise) TIEU LUAN MOI download : skknchat@gmail.com 32 Improvement Of Horeca Chanel in Unilever Food Solution Reliability Statistics Cronbach's N of Alpha Items 647 Item-Total Statistics Scale Cronbach's Scale Mean Variance if Corrected Alpha if if Item Item Item-Total Item Deleted Deleted Correlation Deleted CT1 7.22 1.652 342 688 CT2 7.20 1.185 642 285 CT3 7.11 1.257 419 618 Descriptive Statistics Minimu Maximu Std N m m Mean Deviation CT1 290 3.55 633 CT2 290 3.57 684 CT3 290 3.65 784 Valid N 290 (listwise) TIEU LUAN MOI download : skknchat@gmail.com 33 Improvement Of Horeca Chanel in Unilever Food Solution APPENDIX The depth interviews in internal organization to support for explore potential causes of this problem, respondents are line manager working in B2B chanel: Line manager: Q&A Coding Category (key answer) Q1 At the moment, Unilever Food Solution has (Concept in theory) Quote (description of coding from answer) “ Nestle, Nestle Ajinomoto, etc ” any Ajinomoto competitors in the market? Miss Vi: Nestle, Ajinomoto, etc Q2 Can you explain why? Miss Vi: The rivals have a current lot of “ The current competitors have many competitors have many ways promotions ways to attract customers to attract customers such as such as high discount high discount when buying when large amount, Winning lucky amount, Winning lucky gifts, In fact, Unilever gifts, ” buying large Food Solution also have such programs Customers tend to choose suppliers have programs for which the them right as partners associated with the company to enjoy incentives Q3 What you think about Professional “ Unilever many people complaining customer Solution customer care about UFS promotions? service Miss Vi: I is highly that appreciated by complaints are inevitable for professional service any attitude…” company, Unilever, this think service Food not just motivates TIEU LUAN MOI download : skknchat@gmail.com Improvement Of Horeca Chanel in Unilever Food Solution businesses to complete their own products UFS then receives complaints and advises on how to resolve the issues Customer service of Unilever Food Solution is highly appreciated by the professional service attitude TIEU LUAN MOI download : skknchat@gmail.com 34 ...UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business Nguyen Phuoc Huy Hung THE SOLUTION FOR IMPROVEMENT OF HORECA CHANEL IN UNILEVER FOOD SOLUTION AT HO CHI MINH CITY. .. business operations and increase the competition in the fierce market today, the author decided to choose the topic: ? ?THE SOLUTION FOR IMPROVEMENT OF HORECA CHANEL IN UNILEVER FOOD SOLUTION AT HO. .. development, the demand for entertainment of the people in the country is increasing, in parallel, Vietnam is also one of the attractive destinations for international tourists Therefore, the amount of