Báo cáo môn Sale Management cho công ty Sài Gòn Ford. Saigord Ford is the largest and most respected dealer system for more than 18 years. Since 2000 SAIGON FORD has affirmed a strong brand always pioneering the style of serving sales and consulting customers and always affirmed the number 1 position on the type of service. During 15 years of operation and development, SAIGON FORD always strives to continuously develop and innovate in two main types of activities: Service and Sales Always be a companion on all walks of customers.
GROUP LECTURER: Le Hong Dac INSTRUCTURE : Bui Quang Dung SAIGON FORD SALES PLANS IN 2018 MAKETING MANAGER: NONG VAN PHUOC Marketing Plan Sai Gon Ford Analysis of business environment Macro environment 1.1 Demographics As of 31 December 2017, the population of Vietnam is estimated at 96,019,879, the urban population 34.7%, the rural population 65.3% The population structure of Viet Nam is mostly in the working age group, with the age group of 20-64 accounting for 69.3% of the population structure Figure 1: Vietnam population pyramid (2016) 1.2 1|Page Economics MAKETING MANAGER: NONG VAN PHUOC In 2017, the gross domestic product (GDP) is estimated to increase 6.81% compared to 2016, exceeding the target of 6.7% and the highest since 2010 come back here Forecasts for 2018, the world economy is forecasted to continue to grow well In particular, 2018 is the year Vietnam officially exempted and reduced many kinds of import and export taxes and create favorable conditions for import and export enterprises Favorable domestic and international contexts will facilitate the growth of Vietnam's international trade in the next year According to the research team, export and import growth in 2018 will continue to be high, about 18% - 20% 1.3 Culture – society Along with the economic development and integration with the world's major cultures, the living standards have been increasingly raised, leading to the greater need of the people There is a great need for transportation, especially for cars This is a great opportunity for the automotive business 1.4 Technology With the development of the economy, more and more products using advanced technology The term "green technology" appears not long, but has been used by most countries Countries such as the United States, China, European Union 2|Page MAKETING MANAGER: NONG VAN PHUOC (EU), Japan, Korea, Brazil all use green technology in industrial production, especially in the automobile industry World-renowned automakers such as General Motors (GM), Mercedes-Benz, Ford and Ferrari are all moving towards producing green, environmentallyfriendly engines that meet emission standards in the car out to the atmosphere 1.5 Politics - Society Vietnam has a stable political system and a stable mechanism is the premise for long-term business development, together with the legal apparatus is perfect, creating confidence in the business 1.6 Natural environment Today, global issues such as climate change, water scarcity and the depletion of natural resources are just one of the many serious and persistent environmental challenges that Asian countries Pacific is facing This has created a trend towards finding the products and services that are environmentally friendly for consumers today As consumers begin to take more responsibility for their own use of money, it means that they also begin to have higher demands for the product they are buying Automakers have stated that "environmentally friendly" is a prevailing trend among consumers in the Asia Pacific region According to Ford's 2016 Strategic Trends report, 75% of respondents tended to opt for environmentally friendly products In it, young people today are most connected to the social media - tend to be socially aware and prioritize the use of products from brands that are committed to sustainable development 3|Page MAKETING MANAGER: NONG VAN PHUOC Micro environment Interal company - Company Name: Saigon Ford - Location: 61A Cao Thắng, phường 3,quận 3, Hồ Chí Minh - Phone number: 093 219 71 14 - Website: Saigonford.com.vn - Branch: Currently Saigon ford consists of branches: Saigon ford Cao Thắng (61A CAO THẮNG, PHƯỜNG 3, QUẬN 3,TP.HCM) Saigon ford Phổ Quang (104 Phổ Quang, P.2, Q Tân Bình, TP.HCM) Saigon ford Trần Hưng đạo (06 Trần Hưng Đạo, P Phạm Ngũ Lão, Q.1, HCM) Saigord Ford is the largest and most respected dealer system for more than 18 years Since 2000 SAIGON FORD has affirmed a strong brand always pioneering the style of serving sales and consulting customers and always affirmed the number position on the type of service During 15 years of operation and development, SAIGON FORD always strives to continuously develop and innovate in two main types of activities: Service and Sales - Always be a companion on all walks of customers The real success of the Ford brand is not only through the annual sales of cars, the development of a nationwide network of dealerships, but also the rapid improvement of quality of service and customer service to meet the increasing demand of the market Currently, Saigon Ford specializes in supplying Ford vehicles including Ford Ranger, New Ford Focus, Ford EcoSport, Ford Fiesta, Ford Explorer and Ford Transit 16 place The professional sales team of Saigon Ford will help customers easily choose the best car by consulting the customer features and details of the product specifications 4|Page MAKETING MANAGER: NONG VAN PHUOC 2.2 Target, vision, mission, commitment Plan objectives: Develop the business strategy for 2018-2019 for each unit and the company as well as build and strive to exceed the targets set on the basis of strict control of the expenditure to ensure stable and stable business performance Vision: Become a leading professional service provider of Ford Vietnam in Ho Chi Minh City (new car, used car, service, insurance, warranty, accessories ) Mission: Provide the best products, services, standards from leading Ford global, build confidence in the customer Stick to the Ford brand Commitment to Ford investment in a comprehensive, long-term Continuous implementation of investment strategies, exploring market development Commitment: Building a competitive working environment, attractive, attracting talents, improving professionalism, professional spirit of staff Distribution Products 5|Page MAKETING MANAGER: NONG VAN PHUOC Buyers object 4.1 Target group buy products - Male / Female: Both Male and Female - age: 25 - 60 - Income: From 30 - 40 million / month - Job: all occupations 4.2 Target market: Focusing on Ho Chi Minh City because it is a large city with high income and high demand Targeted customer Companies, businesses, individuals and households with high income For this group of customers, they are more interested in the usability of the product, the quality of the product, design, style and requirements are too strict The difference of the product American brand vehicles Very plentiful chassis, optimal steering features, and especially for the user 6|Page MAKETING MANAGER: NONG VAN PHUOC Direct opponents Bến Thành Ford, Phú Mỹ Ford, Bình Dương Ford, City Ford… Competitors Hyundai, Toyota, Honda, Mitsubishi, Thaco, Mercedes… 7|Page MAKETING MANAGER: NONG VAN PHUOC SWOT SWOT Saigon Ford O1: Tax reduction policy of the government O2: The policy of extending consumer lending of banks T1: Competition from imported cars T2: Competitors increasingly crowded O3: The demand for cars is growing rapidly S1: Being the first agent of Ford Vietnam S2: Sales staff dynamic professional S3: High quality products W1: There is no marketing department W2: The website of the company promoting the company has little information 8|Page Attack 1/ S1,2,3 + O1,2,3: boost output Adaptation S1,2,3,4 + T1,2: There is a close link between the distribution agents 2/ S1,2,3 + O1: Branding, marketing Adjusted Defense W1,2 + O1,2,3: Promote W1,2 + T1,2: Enhance online promotion, customer care activities website design and advertising to maintain market share MAKETING MANAGER: NONG VAN PHUOC 10 Marketing objectives 1, Identify the Saigon Ford brand 2, Support sales team to find customers 3, Sales in 2018: 2600 cars 11 Marketing Mix 11.1 Product Segment B: ford fiest Segment C: ford focu 9|Page SALES MANAGER: VO THI THANH THANH / Controlling - Use monthly reporting methods and monthly new plans on each salesperson Implementation budget Turnover 100% Sales 80% Sales 120% Sales 2.234.632.000.000 ₫ 1.787.705.600.000 2.681.558.400.000 ₫ Cost of goods sold 2.045.917.000.000 ₫ 2.045.917.000.000 ₫ 2.045.917.000.000 ₫ Gross profit 188.715.000.000 ₫ Profit before tax 47.178.750.000 đ Discount commission 67.038.960.000 đ 25 | P a g e ₫ 446.926.400.000 ₫ 111.731.600.000 đ - 80.446.752.000 đ SALES MANAGER: HUYNH ANH THU BUSINESS OPERATION OF SAIGONFORD TRAN HUNG DAO 2018 SALES MANAGER: Huynh Anh Thu SALES BRANCH: SaiGon Ford Tran Hung Dao PRODUCTION FORECAST - Market share accounts for 10% of Ford Vietnam - Estimated revenue :867 car/year Include : FORD FIESTA : 69 car/year FORD RANGER: 347 car/year NEW FOCUS: 87 car/year ECOSPORT: 95 car/year TRANSIT: 234 car/year NEW EXPLORER: 35 car/year TARGET PLATFORM Collect customer information At least 150 people Collect customer comments A minimum of 80 people Distribution channel Offline at the showroom and Online on the Web Number of regular customers 30 customers / month Product introduction Once a month Promotion time / month 27 | P a g e SALES MANAGER: HUYNH ANH THU CIMPLEMENTATION PROGRAM - Make plans, quantity, discount commission for the sales staff in the showroom - Organizing training courses for employees - Collect sales information every month at the showroom - Organizing customer feedback on quality, design and service attitude of employees - In addition to organizing the publicity of the media, there are programs for the showroom - Raise the discount rate for salespeople who achieve sales for consecutive months - Give presents to customers of the showroom EVALUATION CRITERIA ⁃ Market share ⁃ Customer survey opinion ⁃ Sales ⁃ Cost / revenue ratio BUDGET IMPLEMENTATIO EXPENSES UNIT / VNĐ Cost of sales 1.228.520.000.000 Operation costs 1.200.000.000 Cost of sales 2.304.000.000 Salary sales staff 1.008.000.000 Commissioning roses 750.000.000 Cost of delivery, shipping 1.500.000.000 28 | P a g e SALES MANAGER: HUYNH ANH THU 29 | P a g e SALES MANAGER: HUYNH ANH THU Huynh Anh Thu SALES FORCAST SAIGON FORD - TRAN HUNG DAO 2018 N° Model name TURNOVER Ford Fiesta Ford Ranger Ford Focus Ford Eco Sport Ford Explorer Ford Transit QUANTITY Ford Fiesta Ford Ranger Ford Focus Ford Eco Sport Ford Explorer Ford Transit N° Model name Ford Fiesta Ford Ranger Ford Focus Ford Eco Sport Ford Explorer Ford Transit 30 | P a g e Total 745.253.000.000 ₫ 38.916.000.000 ₫ 290.439.000.000 ₫ 66.990.000.000 ₫ 61.560.000.000 ₫ 83.300.000.000 ₫ 204.048.000.000 ₫ 867 69 347 87 95 35 234 Unit price 564.000.000 ₫ 837.000.000 ₫ 770.000.000 ₫ 648.000.000 ₫ 2.380.000.000 ₫ 872.000.000 ₫ January February 49.970.000.000 ₫ 54.283.000.000 ₫ 3.948.000.000 ₫ 2.820.000.000 ₫ 25.110.000.000 ₫ 27.621.000.000 ₫ 6.160.000.000 ₫ 5.390.000.000 ₫ 3.888.000.000 ₫ 2.592.000.000 ₫ 4.760.000.000 ₫ 7.140.000.000 ₫ 6.104.000.000 ₫ 8.720.000.000 ₫ 60 62 30 33 7 10 March 57.261.000.000 ₫ 2.820.000.000 ₫ 22.599.000.000 ₫ 5.390.000.000 ₫ 5.832.000.000 ₫ 11.900.000.000 ₫ 8.720.000.000 ₫ 63 27 10 April 56.474.000.000 ₫ 2.820.000.000 ₫ 26.784.000.000 ₫ 5.390.000.000 ₫ 3.240.000.000 ₫ 9.520.000.000 ₫ 8.720.000.000 ₫ 63 32 10 May 67.313.000.000 ₫ 2.820.000.000 ₫ 22.599.000.000 ₫ 5.390.000.000 ₫ 5.184.000.000 ₫ 9.520.000.000 ₫ 21.800.000.000 ₫ 76 27 25 June 65.357.000.000 ₫ 2.820.000.000 ₫ 22.599.000.000 ₫ 5.390.000.000 ₫ 6.480.000.000 ₫ 7.140.000.000 ₫ 20.928.000.000 ₫ 76 27 10 24 July 66.090.000.000 ₫ 2.820.000.000 ₫ 26.784.000.000 ₫ 5.390.000.000 ₫ 4.536.000.000 ₫ 4.760.000.000 ₫ 21.800.000.000 ₫ 78 32 7 25 August 62.483.000.000 ₫ 2.820.000.000 ₫ 24.273.000.000 ₫ 5.390.000.000 ₫ 5.184.000.000 ₫ 4.760.000.000 ₫ 20.056.000.000 ₫ 74 29 23 September 61.983.000.000 ₫ 3.948.000.000 ₫ 20.925.000.000 ₫ 5.390.000.000 ₫ 7.776.000.000 ₫ 4.760.000.000 ₫ 19.184.000.000 ₫ 75 25 12 22 October 61.490.000.000 ₫ 3.948.000.000 ₫ 23.436.000.000 ₫ 5.390.000.000 ₫ 4.536.000.000 ₫ 2.380.000.000 ₫ 21.800.000.000 ₫ 75 28 7 25 November 69.859.000.000 ₫ 3.948.000.000 ₫ 22.599.000.000 ₫ 6.160.000.000 ₫ 5.832.000.000 ₫ 9.520.000.000 ₫ 21.800.000.000 ₫ 80 27 25 December 72.690.000.000 ₫ 3.384.000.000 ₫ 25.110.000.000 ₫ 6.160.000.000 ₫ 6.480.000.000 ₫ 7.140.000.000 ₫ 24.416.000.000 ₫ 85 30 10 28 SALESMAN: NGUYEN THUY THANH PHUONG SALES PLANS SAIGON FORD – TRAN HUNG DAO 2018 Salesman: Nguyen Thuy Thanh Phuong Sales branch: Sai Gon Ford - Tran Hung Dao BUILDING SALES OBJECTIVES AND STRATEGIES: • Target: - Plan to sell within year (1 year sales must sell at least 36 cars) - Develop strategies, advertising sales to customers - Bear the losses caused by the plan - Ensure that external risks fluctuate, but try to achieve the set objectives from the beginning - From January to May, salespeople must sell at least 3-4 Ford vehicles: + Run normal advertising, call 10-20 customers call, meet guests learn through finance & treat the eyes of customers + The salesman give more practice, additional knowledge - From June to September, salespeople aim to sell at least 3-4 Ford vehicles + During hot weather, many families will buy a car for travel + Buy a Ford Eco Sport for a family or Ford Ranger for a mountain pass -From October to December, salespeople must sell at least 2-4 Ford vehicles: + End of the year is the time customers need to buy a car to renew or go to play Tet - The models are available at the showrooms: Ford Fiesta, Ford Eco Sport, Ford Explorer, Ford Transit and Focus, Ford Ranger • Strategy: 32 | P a g e SALESMAN: NGUYEN THUY THANH PHUONG - Focus on the Ford Ranger, offering suggestions for customers on the Ford Eco Sport - Create peace of mind, trust the customer when buying a car - Dedicated sales introduces customers the comfort and peace of mind when buying Ford models - Find new customers through old customers - Offer incentives for old customers (buy products down 10tr / car) - Call customers (20-30 calls), meet customers create the close proximity to customers • Sales advertisements: - Running ads, promotions, purchase incentives for old and new customers - Discount, gift voucher when buying complementary items (eg 10% discount on new car coloring, 100K voucher when buying accessories, ) - Send mail, run ads on the web 33 | P a g e SALESMAN: NGUYEN THUY THANH PHUONG Nguyen Thuy Thanh Phuong SALES FORECAST SAIGON FORD - TRAN HUNG DAO 2018 N° Model name NET REVENUE Ford Fiesta Ford Ranger Ford Focus Ford Eco Sport Ford Explorer Ford Transit SALES Ford Fiesta Ford Ranger Ford Focus Ford Eco Sport Ford Explorer Ford Transit Total 32.372.000.000 ₫ 1.692.000.000 ₫ 10.044.000.000 ₫ 3.080.000.000 ₫ 5.184.000.000 ₫ 7.140.000.000 ₫ 5.232.000.000 ₫ 36 12 N° Unit price 564.000.000 ₫ 837.000.000 ₫ 770.000.000 ₫ 648.000.000 ₫ 2.380.000.000 ₫ 872.000.000 ₫ Model name Ford Fiesta Ford Ranger Ford Focus Ford Eco Sport Ford Explorer Ford Transit 34 | P a g e January 2.049.000.000 ₫ 564.000.000 ₫ 837.000.000 ₫ - ₫ 648.000.000 ₫ - ₫ - ₫ 1 0 February 1.709.000.000 ₫ - ₫ 837.000.000 ₫ - ₫ - ₫ - ₫ 872.000.000 ₫ 0 March 3.005.000.000 ₫ - ₫ 837.000.000 ₫ - ₫ 1.296.000.000 ₫ - ₫ 872.000.000 ₫ April 2.357.000.000 ₫ - ₫ 837.000.000 ₫ - ₫ 648.000.000 ₫ - ₫ 872.000.000 ₫ 1 May 3.987.000.000 ₫ - ₫ 837.000.000 ₫ 770.000.000 ₫ - ₫ 2.380.000.000 ₫ - ₫ 1 June 4.563.000.000 ₫ 564.000.000 ₫ 837.000.000 ₫ 770.000.000 ₫ 648.000.000 ₫ - ₫ 1.744.000.000 ₫ 1 1 July 2.255.000.000 ₫ - ₫ 837.000.000 ₫ 770.000.000 ₫ 648.000.000 ₫ - ₫ - ₫ 1 0 August 1.709.000.000 ₫ - ₫ 837.000.000 ₫ - ₫ - ₫ - ₫ 872.000.000 ₫ 1 September 1.485.000.000 ₫ - ₫ 837.000.000 ₫ - ₫ 648.000.000 ₫ - ₫ - ₫ 1 0 October 3.217.000.000 ₫ - ₫ 837.000.000 ₫ - ₫ - ₫ 2.380.000.000 ₫ - ₫ 1 November 1.485.000.000 ₫ - ₫ 837.000.000 ₫ - ₫ 648.000.000 ₫ - ₫ - ₫ 1 0 December 4.551.000.000 ₫ 564.000.000 ₫ 837.000.000 ₫ 770.000.000 ₫ - ₫ 2.380.000.000 ₫ - ₫ 1 1 SALES MAN: PHAM TRAN KIM NGAN SALES PLANS SAIGON FORD – TRAN HUNG DAO 2018 Salesman: Pham Tran Kim Ngan Sales branch: Sai Gon Ford - Tran Hung Dao Basic steps : • Target: - Sales target of month: At least cars => year to sell 36 cars, - Sale of vehicles: Fiesta, New Focus, Ecosport, New Everest, New Explorer, New Ranger, Transit, sales scope in tphcm, large street District 1, many vehicles • Strategy: - Month 1,2,3,4,5,9,10,11,12, target car things to do: + phone calls at least 23 times a day, one call from 5-8 minutes, more than hours call, hour call at 9am and hour at 3pm, depending on the appointment with the customer that changes + appointment meeting with customers an average of people a day, meeting from 30 minutes - hour (morning 8h-12h people, noon people from 13h-16h, afternoon meet potential customers from 17h-18h45 can go eat, drink water with them) - June, June, August, hot summer months, families with children, traveling students in need of cars, target to sell cars (focus on the family car line, small car compact) + phone calls 33 times a day, won 3h call, at 9h-10h30 am call hour and a half, 15h-16h30 pm 36 | P a g e SALES MAN: PHAM TRAN KIM NGAN + appointment to meet 11 customers a day (morning meet people 8h13h, lunch 13h30 -16h30 meet people, afternoon customers 17h-19h15) + Increase your customers' awareness of your products / services and business solutions: - Actively participate in trade fairs and seminars with the participation of customers or Buy mailing lists for associations, organizations and send greetings or referrals to these addresses.=> in general, the maximum participation in social events, appearing in the press to attract the attention and concern of people + company month event, actively participate and introduce the product to everyone 2.The strategies, methods of attracting new customers, • Increase order value, purchase Promotion: There are many forms of promotion such as: discount on product, discount on order Promotion is available in two forms: direct discount on certain products, discount if the order is high more than a certain value (1tr dong), or free to add a small number of accessories.Important when doing promotions is to create trust Avoid raising prices and then reducing them to create virtual promotions Giving gifts: gifts should be accessories, complementary to the main items (Price not too high, less than million) 3.Sell peace of mind: think of the terms of sale make peace of mind: return within weeks, repair or replace free of charge if faulty accessories, double penalty if detecting counterfeit goods Increase the value of orders: the following tactics can be applied to increase order value: 37 | P a g e SALES MAN: PHAM TRAN KIM NGAN - Discount, gift voucher when buying complementary items (eg 10% discount on new car coloring, 100K voucher when buying accessories, ) - buy discounted (for example, buy reduced 10 million, .) 3.Business Growth Strategies for Current Clients: -Manage customer information: get information of customers when calculating sales (name, phone, email ) - Apply different incentive programs to old customers such as accumulate points when buying, discount for many buyers - Notify customers when new goods, when there are promotions - Give small gifts such as cards, flowers for birthdays, Christmas, holidays Be prepared to face sales situations Always understand the product you sell, otherwise when customers in trouble they will not be able to help them - It's good practice to say "It's not until next month that we have the item because the order has been delayed, we not have it now." Next month we will have the goods Now I will put your help and send it to you as soon as the goods arrive at our warehouse ") - Acting, persuading to meet difficult customers 38 | P a g e SALES MAN: PHAM TRAN KIM NGAN Pham Tran Kim Ngan SALES FORCAST SAIGON FORD - TRAN HUNG DAO 2018 N° Model name NET REVENUE Ford Fiesta Ford Ranger Ford Focus Ford Eco Sport Ford Explorer Ford Transit SALES Ford Fiesta Ford Ranger Ford Focus Ford Eco Sport Ford Explorer Ford Transit Total 35.642.000.000 ₫ 5.640.000.000 ₫ 5.022.000.000 ₫ 4.620.000.000 ₫ 6.480.000.000 ₫ 9.520.000.000 ₫ 4.360.000.000 ₫ 40 10 6 10 N° Unit price 564.000.000 ₫ 837.000.000 ₫ 770.000.000 ₫ 648.000.000 ₫ 2.380.000.000 ₫ 872.000.000 ₫ Model name Ford Fiesta Ford Ranger Ford Focus Ford Eco Sport Ford Explorer Ford Transit 39 | P a g e January 2.732.000.000 ₫ 564.000.000 ₫ - ₫ - ₫ 1.296.000.000 ₫ - ₫ 872.000.000 ₫ 0 February 2.171.000.000 ₫ 564.000.000 ₫ 837.000.000 ₫ 770.000.000 ₫ - ₫ - ₫ - ₫ 1 0 March 3.798.000.000 ₫ - ₫ - ₫ 770.000.000 ₫ 648.000.000 ₫ 2.380.000.000 ₫ - ₫ 0 1 April 2.357.000.000 ₫ - ₫ 837.000.000 ₫ - ₫ 648.000.000 ₫ - ₫ 872.000.000 ₫ 1 May 4.362.000.000 ₫ 564.000.000 ₫ - ₫ 770.000.000 ₫ 648.000.000 ₫ 2.380.000.000 ₫ - ₫ 1 1 June 2.921.000.000 ₫ 564.000.000 ₫ 837.000.000 ₫ - ₫ 648.000.000 ₫ - ₫ 872.000.000 ₫ 1 1 July 4.362.000.000 ₫ 564.000.000 ₫ - ₫ 770.000.000 ₫ 648.000.000 ₫ 2.380.000.000 ₫ - ₫ 1 1 August 2.084.000.000 ₫ 564.000.000 ₫ - ₫ - ₫ 648.000.000 ₫ - ₫ 872.000.000 ₫ 0 1 September 2.049.000.000 ₫ 564.000.000 ₫ 837.000.000 ₫ - ₫ 648.000.000 ₫ - ₫ - ₫ 1 0 October 2.171.000.000 ₫ 564.000.000 ₫ 837.000.000 ₫ 770.000.000 ₫ - ₫ - ₫ - ₫ 1 0 November 3.816.000.000 ₫ 564.000.000 ₫ - ₫ - ₫ - ₫ 2.380.000.000 ₫ 872.000.000 ₫ 0 1 December 2.819.000.000 ₫ 564.000.000 ₫ 837.000.000 ₫ 770.000.000 ₫ 648.000.000 ₫ - ₫ - ₫ 1 1 0