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Báo cáo môn Sale Management cho Công ty Sài Gòn Ford 2021. Company Introduction Company Saigon Ford was put into operation in 2000 and it is also the first Ford dealership in Vietnam Since then, SaiGon Ford has become the leading car dealer in Vietnam and has been awarded many certificates of merit for quality and sales by the state. History Vision With a vision of becoming one of the agents with the highest sales in Vietnam, the highest customer satisfaction index and always investing and developing to increase the scale and maintain business efficiency. Mission Saigon Ford has a mission to constantly strive and innovate in investment and development strategies to bring customers the highest satisfaction in expertise, consulting expertise, service quality and service attitude conscientious customers. Become a reliable partner of every customer of Ford Vietnam Slogan Go Further (roughly translated as: Go Further). Ford has increased customer confidence through the statement CUSTOMER SATISFACTION IS THE LIVING VALUE OF THE ENTERPRISE.
11/7/2020 FINAL REPORT OF SALES MANAGEMENT (AT01E) BUILD BUSINESS PLAN FOR SAI GON FORD 2021 LECTURE: LÊ HỒNG ĐẮC GROUP 4: NGUYỄN THỊ NGỌC MAI TRẦN THỊ HOÀNG ANH LÊ TUẤN ANH TRỊNH QUANG HUY PHẠM THỊ THUÝ DUY ĐINH PHẠM PHƯƠNG UYÊN MARKETING MANAGEMENT: TRẦN THỊ HOÀNG ANH I MARKETING PLAN 1.1 1.2 1.3 1.4 1.5 1.6 2.1 2.2 3.1 3.2 3.3 3.4 3.5 3.6 5.1 5.2 5.3 5.4 5.5 6.1 6.2 6.3 6.4 7.1 7.2 7.3 8.1 8.2 8.3 8.4 9.1 9.2 MARKET ANALYSIS MARKET SIZE MARKET GROWTH MARKET DEMAND MARKET NEED MARKET SHARE MARKET TREND CUSTOMER ANALYSIS TARGET MARKET TARGET CUSTOMER PESTEL POLITICAL FACTORS ECONOMIC SOCIAL TECHNOLOGY ENVIRONMENT LEGAL COMPETITOR FRAMWORK COMPETITIVE PRESSURE SUPPLIER: POTENTIAL COMPETITORS: CUSTOMER THREAT OF SUBSTITUTION: COMPETITIVE RIVALRY SWOT ANALYSIS STRENGTH WEAKNESS OPPORTUNITY THREAT MARKETING STRATEGIES MARKETING OJECTIVE TARGET SEGMENTATION POSITIONING MARKETING MIX STRATEGIES PRODUCT STRATEGIES PRICE STRATEGIES PLACE STRATEGIES PROMOTION STRATEGIES FINANCAL SUMMARY MARKETING EXPENSIVE BUBGET MARKETING FORECAST II SALES PLAN – SAI GON FORD 2021 3 6 6 7 7 7 8 10 10 10 10 11 11 11 11 11 11 12 12 12 12 14 17 17 18 19 19 20 20 21 MARKETING MANAGEMENT: TRẦN THỊ HOÀNG ANH MARKET CAPACITY SALES CAPACITY OF THE COMPANY THE TUNOVER AND REVENUE OF SAIGON FORD IN 2019 SAI GON FORD’S MARKET SHARE FORCAST SALES TARGETS AND REVENUE OF SAIGON FORD IN 2021 BUILDING SALES FORCE 6.1 6.2 SALES TEAM: 6.3 6.4 RECRUITMENT NOTICE 6.4.1 Selection of sales force 6.4.2 Recruitment Process 6.4.3 Training sales staff 6.4.4 Salesman’s remuneration: 6.5 IMPLEMENTATION BUDGET SALES PLAN – SAIGON FORD TRAN HUNG DAO 2021 7.1 MARKET CAPACITY 7.2 SALES CAPACITY OF THE COMPANY 7.3 THE TURNOVER OF SAIGON FORD TRAN HUNG DAO IN 2019 7.4 FORECAST SALES TARGETS OF SAIGON FORD TRAN HUNG DAO IN 2021 ACTION PLAN 8.1 SALES TEAM 8.2 BUILDING SALES FORCE 8.2.1 Recruitment notice: 8.2.2 Selection of sales force: 8.2.3 Training sales staff: 8.2.4 Salesman's remuneration: 8.2.5 Controlling: SALES PLAN – SAIGON FORD TRAN DINH XU 2021 9.1 MARKET CAPACITY 9.2 SALES CAPACITY OF THE COMPANY 9.3 THE TURNOVER OF SAIGON FORD TRAN DINH XU IN 2019 9.4 FORECAST SALES TARGETS OF SAIGON FORD TRAN DINH XU IN 2021 10 ACTION PLAN 10.1 TRAINING COMPENSATION POLICY FOR 2021 0 1 5 6 6 7 8 8 9 9 10 10 10 0 0 1 MARKETING MANAGEMENT: TRẦN THỊ HOÀNG ANH Company Introduction Company Saigon Ford was put into operation in 2000 and it is also the first Ford dealership in Vietnam Since then, SaiGon Ford has become the leading car dealer in Vietnam and has been awarded many certificates of merit for quality and sales by the state History Vision With a vision of becoming one of the agents with the highest sales in Vietnam, the highest customer satisfaction index and always investing and developing to increase the scale and maintain business efficiency Mission Saigon Ford has a mission to constantly strive and innovate in investment and development strategies to bring customers the highest satisfaction in expertise, consulting expertise, service quality and service attitude conscientious customers Become a reliable partner of every customer of Ford Vietnam Slogan "Go Further" (roughly translated as: Go Further) Ford has increased customer confidence through the statement "CUSTOMER SATISFACTION IS THE LIVING VALUE OF THE ENTERPRISE" I Marketing Plan 1.1 Market Analysis Market Size Displacemen t 686,000,000 998 646,000,000 1496 603,000,000 1496 Ford Explorer 2.3 Limited EcoBoost 1,999,000,00 2261 273 (201 KW) / 5500 Tourneo Titanium Ecoboost 2.0L 1,069,000,00 1997 203 (147 KW) / 5500 Trend Ecoboost 2.0L 999,000,000 1997 203 (147 KW) / 5500 Another Version EcoSpor t Ecosport 1.0L at titanium Ecosport 1.5L at titanium Ecosport 1.5L at trend Explorer Tourneo Price (VND) Car Wattage 125@ 6,000 (92kW/6000) 123@ 6,500 (90.5kW/6500) 123@ 6,500( 90.5kW/6500) MARKETING MANAGEMENT: TRẦN THỊ HOÀNG ANH Ranger Transit Everest 1.2 Ranger Wildtrak 2.0L at 4X4 Ranger Wildtrak 2.0L at 4X2 Ranger XLS 2.2L 4X2 AT Ranger XLS 2.2L 4X2 MT Ranger LTD 2.0 L 4X4 AT 213 (156,7KW) / 3750 180 (132,4 KW) / 3500 160 (118KW) / 3200 160 (118KW) / 3200 180 (132,4 KW) / 3500 918.000.000 1996 853.000.000 1996 650.000.000 2198 630.000.000 2198 799.000.000 1996 Transit Standard 798.000.000 2402 138/3500 Transit high grade 845.000.000 2402 138/3500 805.000.000 2402 138/3500 Everest Titanium 2.0L AT 4x2 Everest Titanium 2.0L AT 4WD Everest Titanium 2.0L AT 4x2 Everest Trend 2.0L AT 4x2 Everest Ambiente 2.0L AT 4x2 Everest Ambiente 2.0L MT 4x2 1.399.000.00 1.181.000.00 1996 1996 213 (156,7KW) / 3750 180(132,4KW) / 3500 1.112.000.00 1996 180(132,4KW) / 3500 1.052.000.00 1996 180(132,4KW) / 3500 999.000.000 1996 180(132,4KW) / 3500 Market Growth The automobile industry in Vietnam is generally large-scale, with rapid growth MARKETING MANAGEMENT: TRẦN THỊ HOÀNG ANH The Automotive industry contributes 3% to Vietnam's GDP 1.3 Market Demand Today's market is developing, so the needs of customers are also higher and higher, not only are products of high technical quality, but also can experience new MARKETING MANAGEMENT: TRẦN THỊ HOÀNG ANH features, Smart and modern facilities, Fuel saving, Car replacement parts are available and nice model 1.4 Market Need The car market in Vietnam has expanded rapidly in recent years, and it has led to fierce competition among many automakers because of the huge demand from the market However, from the actual situation, the car market is now beginning to reach a saturation point Therefore, it requires the introduction of new models and superior functions to our brand regularly FORD must create a plan to release new production regularly but the quality is still under control and increasingly surpasses the old products and the products of competitors 1.5 Market Share After Saigon Ford successfully entered Vietnam, many other Ford dealers appeared such as Ben Thanh Ford, Phu My Ford, but the market share of Saigon Ford was known to be the highest, accounting for 12% market share of Ford in Vietnam 1.6 Market Trend Sales increase, new car models constantly appear, showing the flourishing development of the B-size crossover segment in recent times The common point of the models in this segment is the compact size that makes it easy to rotate in urban space, the underbody is higher than the sedan, giving the feeling of peace of mind when climbing sidewalks, passing flooded roads, Ford EcoSport, also Huyndai Kona Honda HR-V and in the near future will appear MG ZS and Seltos Customer Analysis 2.1 Target Market SaiGon ord focuses mainly on Ho Chi Minh City because it is a big city People with a high average income level often have higher needs Because according to the maslow's hierarchy of needs, after meeting biological needs such as living, customers begins to care about safety needs or moreover, assert themselves However, saying that does not mean that Saigon Ford is only targeting Ho Chi Minh City, but SaiGon Ford is also allowed to business throughout the territory of Vietnam MARKETING MANAGEMENT: TRẦN THỊ HOÀNG ANH 2.2 Target Customer SaiGon Ford does not distinguish between men and women, SaiGon Ford customers are usually between 30 and 60 years old (this is the segment where consumers are creating wealth and most demand for cars), to buy a car to a few hundred million, the target customers are usually those with income over 30 million / month and regardless of occupations PESTEL 3.1 Political Factors 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 3.2 Economic 2020, although the world and the country have many changes, Vietnam still maintains GDP growth of over 7% This is also the 4th consecutive year, Vietnam has a trade surplus The credit rating agency Fitch Ratings predicts that Vietnam's economic growth will drop to 6.7% this year and next However, Fitch still believes that Vietnam will continue to be one of the fastest growing economies in the Asia-Pacific region More optimistic, DBS Bank also forecasted that in the next decade, Vietnam will maintain the growth rate of 6% - 6.5% for the national economy With this momentum, Vietnam's economy will surpass Singapore by 2029 3.3 Social 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 3.4 Technology Green and environmentally- friendly engines that meet emission standards in the car out to the atmosphere: • General Motors (GM) • Mercedes-Benz • Ford MARKETING MANAGEMENT: TRẦN THỊ HỒNG ANH • Ferrari • 3.5 Environment “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 3.6 • • • • Legal Vehicle codes (business, ownership, engineering) Import tax, special consumption tax, ) Enterprise Law Traffic laws Competitor Framwork Advantage Disadvantage -When crossing a rough road -> go smoothly - Foot pedal - brake pedal -> light, Toyota (Hilux) does not cause fatigue - Large trunk - There is support for safe slope departure - Large body -> difficulty when crossing narrow roads - Not equipped with camera -> difficulty in reversing -Expensive - Good price - Energy saving - Strong, dynamic - Sound insulation from the road Ford (Ranger) and around the road seems to be absent - High quality sound system - The seats are spacious - When the speed range is low -> slightly noisy MARKETING MANAGEMENT: TRẦN THỊ HOÀNG ANH Toyota (Innova) Ford (Ecosport) Toyota (Fortuner) - Designs suitable for all genders - High durability: engine, gearbox, transmission system, - Easy to repair because this is a bestseller -> easy to find spare parts - Basic interior (not too luxurious) -> but the price is quite high - Running at high speed -> without feeling sturdy, sturdy (less stable, bulky) - High chassis - Small size -> easy to rotate, sneak in the crowded street Gentle steering wheel, easy to control - Smooth suspension - Interior design many modern equipment -Electric folding rearview mirror - Start with buttons and smart key 3-spoke leather steering wheel, many features - The direction of the vehicle still has to be folded by hand - Engine roar into the cabin when driving a lot of high speed - Contains equipped with automatic rain sensor feature -The engine accelerates slowly - The operating speed is still poor compared to the competition -High cost of repair and supplement -Not equipped with the 'Electronic hand brake' feature -No paddle shifters on the steering wheel - Higher price than other models in the same segment -> less competition - The luggage compartment is narrow -Strong engine, good acceleration -Good sound insulation -Gentle steering wheel Ford (Everest) -Large rear view mirror for good viewing angle -Solid chassis system Hyundai (Solati) - Flexible operating power - Energy saving - The engine meets Euro standards - Able to maintain high speeds Ford (Transit) even when operating at low speeds -Energy saving - Maintenance costs