Luận văn thạc sĩ solutions to evaluate training program for sale department in golden summer fashion company

UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business SOLUTIONS TO EVALUATE TRAINING PROGRAM FOR SALE DEPARTMENT IN GOLDEN SUMMER FASHION COMPANY MASTER OF BUSINESS ADMINISTRATION Tran Lan Thanh – Mbus 5.2 Supervisors: Dr Nguyen Thi Nguyet Que Ho Chi Minh City – Year 2017 123doc Contents CHAPTER PROBLEM IDENTIFICATION 1.1 Company background 1.2 Background of problem 1.3 Problem Identification 14 1.3.1 Problem definition: 14 1.3.2 Justified Problem existence 15 1.3.3 Justified Problem important 15 1.3.4 Potential Causes 17 1.3.5 Causes Validation 17 CHAPTER ALTERNATIVE ANALYSIS 21 2.1 Alternative Solution 21 2.2 Solution comparison 27 CHAPTER ACTION PLAN 29 CHAPTER SUPPORTING INFORMATION 38 123doc CHAPTER 1.1 PROBLEM IDENTIFICATION Company background Golden Summer Fashion limited company (GSF) is established in 2003, specializes in retail market Golden Summer Fashion company is the authorized distributor of over 15 brands like bag, shoes in Vietnam market In 2003, Golden Summer Fashion company brand Furla bag from Italy to Vietnam, this is the first step of this retail company in growing path In 2007, GSF took the next step to bring Goex shoes from Italy to Vietnam 2014 witnessed strong growth of GSF when they opened ShooZ – multiple brand stores with over 13 brands In present, GSF own 26 stores over Vietnam with brands: Furla, Geox and group brand ShooZ For each brand, GSF focus on different potential customer While Furla bag and Geox shoes aim to customer in class B with price around 10million for bags and million for shoes, ShooZ aim to lower income but trendy customers with price around to million Name and address: Vietnamese full name: Công ty TNHH Thời Trang Hạ Vàng English name: Golden Summer Fashion Company Address: Website: giaybiettho.com Havang.com ShooZ.vn Staff: around 300 employees GSF has to face with a lot of competitors in retail sector like Hoang Phuc international company, Maison Company, ACFC As GSF, all retailer in fashion sector in Vietnam not focus on just one segment of consumers, they diversifies the product line to aim to premium and casual as well 123doc Asia Pacific footwear retail market Vietnam is one of Asia Pacific countries – the attractive retail market, especially footwear retail market Dự báo thị trường giày dép giới giai đoạn 2011 - 20181 said that total sales world’s footwear industry in 2011 reached $185.211 million, in 2012 reaches $188.360 million and is expected to reach $211.540 million by 2018 Asia Pacific accounted for the largest proportion and forecast continued standing leadership position in revenue from now to 2018 In terms of geographical regions, Dự báo thị trường giày dép giới giai đoạn 2011 20182 suggested that Asia Pacific accounted for the largest share on the world footwear market with annual growth rates expected in the period from 2011 to $ 78.360 million and forecast to reach about $90.644 million in 2018 123doc C.33.44.55.54.78.65.5.43.22.2.4 22.Tai lieu Luan 66.55.77.99 van Luan an.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.33.44.55.54.78.655.43.22.2.4.55.22 Do an.Tai lieu Luan van Luan an Do an.Tai lieu Luan van Luan an Do an Vietnam retail market Vietnam is at 11th spot in the Global Retail Development Index (GRDI) ranking from Vietnam Retail Market Ranked 11th by AT Kearney3 and has been among top 30 fastest emerging global retail market since 2008 Besides that, Vietnam has low market saturation and has highest GDP growth in Southeast Asian countries in the GRDI GDP growth (annual %)4 from World Bank showed that Vietnam GDP has grown 5.2% annually since 2013 and has reach 1684.866 USD in 2015 123doc Stt.010.Mssv.BKD002ac.email.ninhd 77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77t@edu.gmail.com.vn.bkc19134.hmu.edu.vn.Stt.010.Mssv.BKD002ac.email.ninhddtt@edu.gmail.com.vn.bkc19134.hmu.edu.vn C.33.44.55.54.78.65.5.43.22.2.4 22.Tai lieu Luan 66.55.77.99 van Luan an.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.33.44.55.54.78.655.43.22.2.4.55.22 Do an.Tai lieu Luan van Luan an Do an.Tai lieu Luan van Luan an Do an VietNam GDP In decade from, vietNam has intersting retail growth with over 3% growth from 2008 to 2013 and more than 6% for the next years Vietnam retail will become potentail market to invest in this time Forecast for Vietnam’s retail sales growth from 2008 to 2018, by volume5 Besides, Ryan6- CEO Nielsen Vietnam said that consumers have ability to self-eliance in purchasing since the explosion of the middle class is increasing strongly in Asia in general and in Vietnam in particular In 2020, the middle class in Vietnam will triple the current number and reach 33 million people The family in Vietnam is not much more extended family and the young generations are independently sooner This trend brings the result that people will purchase for themselves rather than for family as the years ago Information above shows that Vietnam is the attractive retails market with rising consumer demand in retail, especially in footwear market Vietnam GDP has been rising gradually in this decade and this country is in top 30 fastest emerging global retail market since 123doc Stt.010.Mssv.BKD002ac.email.ninhd 77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77t@edu.gmail.com.vn.bkc19134.hmu.edu.vn.Stt.010.Mssv.BKD002ac.email.ninhddtt@edu.gmail.com.vn.bkc19134.hmu.edu.vn C.33.44.55.54.78.65.5.43.22.2.4 22.Tai lieu Luan 66.55.77.99 van Luan an.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.33.44.55.54.78.655.43.22.2.4.55.22 Do an.Tai lieu Luan van Luan an Do an.Tai lieu Luan van Luan an Do an 2008 With favorable external conditions, GSF has great chance in retail market and in particularly in footwear market The changes in Vietnam family structure and customer behavior will brings the result that the young generation will have more chance to make decision by themselves more Therefore, ShooZ – multiple brand of GSF will have more favorable conditions since ShooZ focus on young and native generation Vietnam seem to be fertile land for retail sectors However, it brings to GSF both opportunities and threats Opportunities GSF- one of fashion retail companies in Vietnam – potential market has a lot of opportunities First of all, Vietnam market attract a lot of department store operator as Parkson, Aeon Mall, Vincom, Lotte, Takashimaya They open many ranges shopping central from South to North of Vietnam and provide space for many brands in general and fashion brands in particular GFS not meet too much challenges to find the location to open new store with reasonable cost Because of having many stores as food and beverage, fashion, coffee shop, entertainment space, shopping center always have their own traffic Revenue in shopping centre, GSF has advantage to driving customers to their stores Secondly, from information above Vietnam become potential market for retail with increasing in middle class customers Through forecast of retail sale, GSF has good chance in this sector with retail sale volume growth increase every year Threats Vietnam market open good chance for GFS and brings threats also Potential market for retailer attracts a lot of investors who are competitors of GSF If Vietnam market brings favorable to GSF, it also share this chance for all members in this sectors 123doc Stt.010.Mssv.BKD002ac.email.ninhd 77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77t@edu.gmail.com.vn.bkc19134.hmu.edu.vn.Stt.010.Mssv.BKD002ac.email.ninhddtt@edu.gmail.com.vn.bkc19134.hmu.edu.vn C.33.44.55.54.78.65.5.43.22.2.4 22.Tai lieu Luan 66.55.77.99 van Luan an.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.33.44.55.54.78.655.43.22.2.4.55.22 Do an.Tai lieu Luan van Luan an Do an.Tai lieu Luan van Luan an Do an Competitors Retail market in Vietnam has great growth number and is rising every year There are a lot of investors join in this market to share One of competitor of GSF could be mentioned is Hoang Phuc International Company Hoang Phuc has reputation as distributors of a lot of international brand which aim to young people as ShooZ With the same potential customers Hoang Phuc is the direct competitor of ShooZ – multi brands stores of GSF Compare to ShooZ, Hoang Phúc has established for longer time and has reputation in fashion for youth in Vietnam Hoang Phuc distributes a lot of famous international brands as Skechers, Kappa, Dr Martin, Replay Hoang Phuc become well-known brand name in youth who are trendy and fashionable ShooZ also has their own strength in this fight If Hoang Phuc distributes brands with famous with cool design ShooZ bring to Vietnam fashionable brand with special technology For example, light weight technology or supporting for feet brands… GSF in general and ShooZ in particular have good opportunities in potential market for retails market as Vietnam, they also have to face with a lot of threats from competitors 1.2 Background of problem Problem Symptoms Golden Summer Fashion company has developed rapidly, especially when they decided to open multi brand ShooZ In more than one year, from the end of 2014, ShooZ has 18 stores in Vietnam and will has 22 stores in the end of 2015 With over 12brands aim to youth Vietnamese people who love fashion and trendy clothes but not have too much choice in authentic affordable shoes Beside Geox and Furla, two big brands in the world and became Vietnam for a long time, ShooZ seem to be a young men in this sector Although ShooZ has great development, it cannot 123doc Stt.010.Mssv.BKD002ac.email.ninhd 77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77t@edu.gmail.com.vn.bkc19134.hmu.edu.vn.Stt.010.Mssv.BKD002ac.email.ninhddtt@edu.gmail.com.vn.bkc19134.hmu.edu.vn C.33.44.55.54.78.65.5.43.22.2.4 22.Tai lieu Luan 66.55.77.99 van Luan an.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.33.44.55.54.78.655.43.22.2.4.55.22 Do an.Tai lieu Luan van Luan an Do an.Tai lieu Luan van Luan an Do an reach the target of sale revenue In 2015, ShooZ witnessed increase of sale through but this was not steady growth ShooZ never can reach 100% the expected sale through number Sell through number of some brands in ShooZ has fluctuated 100 90 80 70 60 50 40 30 20 10 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Target of ShooZ from January 2015 to May 2016 Potential problem We have to interviews with Assistant of CEO and Operation Manager of ShooZ Assistant of CEO- Hoàng Thị Tình worked for this company around years and she used to be a Human Resource Senior for a long time in Golden Summer Fashion Company Because of her responsibility and workload, she can know clearly about symptoms and cause in HaVang The reason Operation Manager of ShooZ – Nguyen Ngoc Huong become the 2nd respondent cause she is the sale manager of ShooZ brand and know all difficulties in this brand This thesis will explore on sale department and more specific is in ShooZ brand therefore, they are the best respondents for first interview After interview both of them, there are some common points between There are many reason which makes ShooZ brand cannot reach the target The first reason is all brands under ShooZ are still new in Viet Nam market As the first time come into Viet Nam, these brands need time to educate customers about the unique of these brand Compare to HoangPhuc multiband 123doc Stt.010.Mssv.BKD002ac.email.ninhd 77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77t@edu.gmail.com.vn.bkc19134.hmu.edu.vn.Stt.010.Mssv.BKD002ac.email.ninhddtt@edu.gmail.com.vn.bkc19134.hmu.edu.vn C.33.44.55.54.78.65.5.43.22.2.4 22.Tai lieu Luan 66.55.77.99 van Luan an.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.33.44.55.54.78.655.43.22.2.4.55.22 Do an.Tai lieu Luan van Luan an Do an.Tai lieu Luan van Luan an Do an stores, ShooZ is the new comers and have to face with a lot challenge The second reason that people cannot realize which brands will be under ShooZ multi brand stores One of the most important reason can be mention that the sale staff not understand what they are selling That is the reason why some products have fluctuated sell through number Lack of adequate information about brand what makes the product in ShooZ become unique compare to another product, sale staff is not equipped enough to know and to provide information to customer ShooZ always has new staff in sale department However, this turnover rate in ShooZ is not high compare to retail segment Both of them not think problem become target is too high to reach As the operation manager said all of target of fashion retail in Vietnam is based on traffic of central mall, operation cost… Besides that, when they have new stores the target is always low to encourage staff The interview from Assistant of CEO showed that training process in company has some problem inside General in Geox, Furla and ShooZ in particular, there are no official material to show to new staff and updated for the old one Especially, ShooZ which has a lot of brands under, training seem too important to staff to provide to customers what they are selling In fashion segment, concept, key messages and product will change quickly at least times for one year, it required people working in update new knowledge every season GSF not has official training material for staff and seasonal training as well According to Assistant of CEO, training process in GSF not has clearly timeline, it seem to be an arbitrary training program There no right process for training program There are no evaluation for input and output therefore the training team cannot collect the result of training The method of training is still not suitable and there no clearly about coaching and training For more details, if manager visit shop and recognize any mistake, urgent training will be organized without evaluate if this is individual mistake Assistant of CEO believes in that one people cannot reflect all a team The leader of training team comes from operation sale team so she not have enough skill and know deeply about which department should in charge in any parts of training program All of staff in GSF not have chance to take an intensive course She thinks that not all of skill sale staff can get from the senior or marketing team, some skills need to improve by intensive course GSF not have any motivation for training which will encourage people join in Besides that, Assistant of CEO believe in that the basic knowledge about company and product should be provide to all staff, not only sale and marketing team 10 123doc Stt.010.Mssv.BKD002ac.email.ninhd 77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77t@edu.gmail.com.vn.bkc19134.hmu.edu.vn.Stt.010.Mssv.BKD002ac.email.ninhddtt@edu.gmail.com.vn.bkc19134.hmu.edu.vn C.33.44.55.54.78.65.5.43.22.2.4 22.Tai lieu Luan 66.55.77.99 van Luan an.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.33.44.55.54.78.655.43.22.2.4.55.22 Do an.Tai lieu Luan van Luan an Do an.Tai lieu Luan van Luan an Do an - ShooZ always has new staff, cause ShooZ has high pace of development with a lot of new stores Besides, in retail segment, the turn over rate always high To compare to competitor in this segment, this number is reasonable - Do not focus on training sale staff Sale staff is the last person who talk to customer and convince them If they not know, not believe in what they sale, sale revenue will be not good I don’t understand, why you said that not good? - Intricacy - There are no people who is on top on training process Goex OM is not the ideal fix for training leader, this position should be a human resources executive - Do not have official process for new and old staff They always has new staff All retail company has new staff in sale department - Allocation training forces Do not evaluate out put - Do not have suitable training method: internal training, external training Do not pay attention to give a chance to some staff to take an external course to improve Do not clear between coaching and training Need to separate which issue should be trained at store, which should create general trained at head quarter Your feedback about training content? - Do not have evaluation for in put and out put - Do not focus on core value of training for each lession Need to make clear which department will be the main trainer For example Marketing not train about company history - Do not have official training material - Every staff need to know the basic of training material, they need to know what company they work for and which brand they sell - There are no motivation to join in training 10 Another thing They have chance to participate in course of external agency or something? - Not yet 44 123doc Stt.010.Mssv.BKD002ac.email.ninhd 77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77t@edu.gmail.com.vn.bkc19134.hmu.edu.vn.Stt.010.Mssv.BKD002ac.email.ninhddtt@edu.gmail.com.vn.bkc19134.hmu.edu.vn C.33.44.55.54.78.65.5.43.22.2.4 22.Tai lieu Luan 66.55.77.99 van Luan an.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.33.44.55.54.78.655.43.22.2.4.55.22 Do an.Tai lieu Luan van Luan an Do an.Tai lieu Luan van Luan an Do an 11 Another thing about training, may be they are trained well but bonus or motivation is not good or something - Salary, Bonus and welfare in sale department quite high to compare to competitor 12 May be not because training because of motivation? - Quite good, good salesman will become supervisor - Have chance to business trip abroad to learn more 45 123doc Stt.010.Mssv.BKD002ac.email.ninhd 77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77t@edu.gmail.com.vn.bkc19134.hmu.edu.vn.Stt.010.Mssv.BKD002ac.email.ninhddtt@edu.gmail.com.vn.bkc19134.hmu.edu.vn C.33.44.55.54.78.65.5.43.22.2.4 22.Tai lieu Luan 66.55.77.99 van Luan an.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.33.44.55.54.78.655.43.22.2.4.55.22 Do an.Tai lieu Luan van Luan an Do an.Tai lieu Luan van Luan an Do an Interview Transcript Operation Manager – Sale Manager Which is the problem in sale department? There are many problem in my department I can say that every department has its own problem In my department I think we has several challenges: our brand name ShooZ still so young in Vietnam market, too much brands in our store; I mean many brands will give us some advantages as expand choices for customers but also make difficulties for sale staff Sale staff I mention are people who are working in shop My staff they cannot remember all key massage of each brand to convince customer as their mission And training classes have not bring the good result as I expect Our staff are not equipped enough knowledge about brand Our target reach 100% because a lot of reasons I just told you Another things, I feel stress in work Because, I have to take care many tasks which are not my talent in work For example, I have to follow construction when new store open It seem to be new task for me You said that you never can reach 100% of sale target What you think about your target, compare to another brands in this market? As I said to you there are many reasons ShooZ just established for a short time, so brand awareness of ShooZ is not too good enough The second reason, all brand under ShooZ just came to Vietnam also they need time to grow up Another reason, sale staff in stores not trained enough to have all skills to become good sellers 46 123doc Stt.010.Mssv.BKD002ac.email.ninhd 77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77t@edu.gmail.com.vn.bkc19134.hmu.edu.vn.Stt.010.Mssv.BKD002ac.email.ninhddtt@edu.gmail.com.vn.bkc19134.hmu.edu.vn C.33.44.55.54.78.65.5.43.22.2.4 22.Tai lieu Luan 66.55.77.99 van Luan an.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.33.44.55.54.78.655.43.22.2.4.55.22 Do an.Tai lieu Luan van Luan an Do an.Tai lieu Luan van Luan an Do an Which reason you think is the most important? Every reason is important, I think ShooZ need time to build their awareness as Hoang Phuc our competitor But I believe in our stores because our products are so special because of what benefit they bring to customer I but if I have to choose one, I think we need to improve our training process You know, sometimes I came to store to observe our staff talking to customers Almost of them are not being active when they talk to customers They should upgrade more on sale skill Our selling point for our product not only fashionable staff but also the some technical inside which make the product become unique You know that, know customers have a hundred even a million brand to choose The only one reason make our brand more special is the unique selling point And the most important thing is our staff not know even they not know I think we should improve more in training sale staff, because you know, we can get the highest revenue if they not know, not believe in their product How can they persuade customers even they not the key message of the product they sell How about stress in work, can you tell me more about that? Honestly, in our company, all people need to work under high pressure In retail segment, especially in fashion retail where everything will be change for each season, you need to update quickly new trend I need to know about new trend of coming season, what is color, style, print of this season If I forget to update anything, I will fall behind and its can be acceptable in fashion retail Besides that, its just a little part of my job description, I have responsibility of ShooZ revenue I need to boost sale to reach the target, need to work well with any department in company, work well with management team of shopping centre where we have stores 47 123doc Stt.010.Mssv.BKD002ac.email.ninhd 77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77t@edu.gmail.com.vn.bkc19134.hmu.edu.vn.Stt.010.Mssv.BKD002ac.email.ninhddtt@edu.gmail.com.vn.bkc19134.hmu.edu.vn C.33.44.55.54.78.65.5.43.22.2.4 22.Tai lieu Luan 66.55.77.99 van Luan an.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.33.44.55.54.78.655.43.22.2.4.55.22 Do an.Tai lieu Luan van Luan an Do an.Tai lieu Luan van Luan an Do an I am a operation for all ShooZ system in Vietnam, so I need to flight many times between Hanoi , Ho Chi Minh Sometimes to another place to expand the market But the tough task ever is follow the construction of the new stores lay out, You know, I am not architect, I am not be trained to be in this segment Oh my god, but now, my company is recruiting for this position However, asking me to take care this is not good idea In my companies, sometimes they put wrong people for wrong position What is the wrong person you mean? I mean when they change staff from this apartment to another apartment, sometimes I think it is not the good idea More specific, when one apartment lack of employee, they will think about people in company before recruit external It will be good if they think for a higher position in same apartment But sometimes they take someone from another apartment For example, they put the person in admin team to wholesale team, without background May be, they have reason to that, but I afraid that it does not work Anyway, it is not in my department But ask me to construction task is not good idea, I hope they can find the good candidate for this position Come back to problem of training process, what make you think not good training is the reason of low productivity and low revenue as well? When I come to store, I need to come to store many times to make sure performance of each store and solve problem if it happens as well, I observe the way my staff talking to customers Not all of my staff have good consultant, sometimes they just wait for question With me it is not the good way to sale, you need to persuade customers When customers come to your stores, of course they not know about your product clearly, what your product bring to them if they buy 48 123doc Stt.010.Mssv.BKD002ac.email.ninhd 77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77t@edu.gmail.com.vn.bkc19134.hmu.edu.vn.Stt.010.Mssv.BKD002ac.email.ninhddtt@edu.gmail.com.vn.bkc19134.hmu.edu.vn C.33.44.55.54.78.65.5.43.22.2.4 22.Tai lieu Luan 66.55.77.99 van Luan an.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.33.44.55.54.78.655.43.22.2.4.55.22 Do an.Tai lieu Luan van Luan an Do an.Tai lieu Luan van Luan an Do an Sometimes, our staff need to ask customers to try on product to have real experience with that I mean they not equipped enough information about brand, and sometimes they not know why they need to ask them to try They told me that they are not confident to talk about some brands It about they not know enough about brand information Do you think it is about the staff, they were not born to be sale man , they cannot talk to customer? In the interview to find out the good candidate to become our staff, I check their basic skill to become sale Sometimes, we wrong and at that time we will fire them However, I am talking about my overview, about old staff and new as well Even old staff, sometimes they talk to me that they not know much about the product That makes me think they need join in training more and we need more effective training program How about another problem in your department? I think that’s all 49 123doc Stt.010.Mssv.BKD002ac.email.ninhd 77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77t@edu.gmail.com.vn.bkc19134.hmu.edu.vn.Stt.010.Mssv.BKD002ac.email.ninhddtt@edu.gmail.com.vn.bkc19134.hmu.edu.vn C.33.44.55.54.78.65.5.43.22.2.4 22.Tai lieu Luan 66.55.77.99 van Luan an.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.33.44.55.54.78.655.43.22.2.4.55.22 Do an.Tai lieu Luan van Luan an Do an.Tai lieu Luan van Luan an Do an Operation Manager – Sale Manager (2nd interview) You said that, you think training is the most important problem in you department, why you think that? The training program is building in my company but it is still not completed If you ask me, we have training program or not, yes we have but does not have good result - We not have clear training process in our company as how many class need to have in this program - What is the content of each class, what we need to focus, what skill need to train What skill of staff need to upgrade I think for the new staff we need to have different class - We not have clear timeline for training When sale staff need to join training class: a month, a year or a quarter - We not evaluate sale staff after each training class to make sure what they get in their mind Sometimes, we just come to stores to ask them some questions And not all of them cannot remember what they learn from that - I think we need to change the training method, some staff told me that, training class sometimes is too long and boring that makes them tired We need to change the way we train to make them more engage in class Let talk about each part you mentioned above, you mention about training content, what is it? In my opinion, training content is the way you arrange class in training: what you need to guide them in one class I think we need to separate class like: basic class for basic knowledge, advance class to extra more Besides, we discussed to finalize what need to guide in one class, I mean the subject We did not go to detail to evaluate the content in one class is reasonable or not 50 123doc Stt.010.Mssv.BKD002ac.email.ninhd 77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77t@edu.gmail.com.vn.bkc19134.hmu.edu.vn.Stt.010.Mssv.BKD002ac.email.ninhddtt@edu.gmail.com.vn.bkc19134.hmu.edu.vn C.33.44.55.54.78.65.5.43.22.2.4 22.Tai lieu Luan 66.55.77.99 van Luan an.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.33.44.55.54.78.655.43.22.2.4.55.22 Do an.Tai lieu Luan van Luan an Do an.Tai lieu Luan van Luan an Do an When I and my Operation Supervisor collect the feedback from staff about their feeling about after one class, I received a lot of good and bad feedback as well A lot of them said that in some class they feel overload when they need to learn a lot in one class At beginning of class, they are more fresh to receive a lot but after hours they seem to be exhausted with a lot knowledge You know, we have around 15 brands, and in class about information of brands which my staff feel difficult to learn, one class I think will be not enough to go more details For more about content in training program of company, I think we are on the way to building good content by diversity more content Not only focus on knowledge around brands, sale system in store, we expand the content to how to make up, sale skill, mix and match skill I think it is good How about training timeline, you think that training timeline has problem? I think it small issue, when we have new staff I think HR department need to arrange a class to training to them the basic knowledge However, one or two candidates in one class, we feel that will be waste time cause it will be take a haft day for each class That why sometimes there will be the over-3-month sale staff does not join any class But I think if we have completed training material it will be better You know that, we can use it for Hanoi for Nha Trang, the shop leader can use it to train member Our staff can be reminded anytime How about another issue in training? A lot of training issue I want to mention We not have any test or examination to test what the staff learn from training and how much they use it in the real case All we have to evaluation is I and my supervisor come to store ask our staff, and observation In some case with need skill to solve problem, my staff usually confuse, I think they should improve some skills However, we can come to stores everyday to observation all staff to have the good evaluation 51 123doc Stt.010.Mssv.BKD002ac.email.ninhd 77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77t@edu.gmail.com.vn.bkc19134.hmu.edu.vn.Stt.010.Mssv.BKD002ac.email.ninhddtt@edu.gmail.com.vn.bkc19134.hmu.edu.vn C.33.44.55.54.78.65.5.43.22.2.4 22.Tai lieu Luan 66.55.77.99 van Luan an.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.33.44.55.54.78.655.43.22.2.4.55.22 Do an.Tai lieu Luan van Luan an Do an.Tai lieu Luan van Luan an Do an Besides, my staff feedback that when they join in some class as back ground company, historical of brand, we have over 15 brands, you know, it’s a huge knowledge they need to remember They are sale staff they can get the limited information one time They feel over learning, and they said that they feel boring when the trainer keep talking and talking, they want more activities, game or something like that What you think about solution of these problem? I think a lot - I think we need to discuss to give the content in detail to each class, may be with the huge knowledge in one subject we will separate class to reduce the pressure on sale staff You know after training they need to comeback shop to start their shift We have to arrange time to them to join in training class and have to make sure that we have enough staff in stores - More activity in class like game, visual game I think will be easier to remember, and we need gift after activities to encourage staff to join, that way will make class less boring and staff will remember more - Test after class to know what they learn and what they remember How can you evaluate the result of training? I come to stores and observation , asking them, and evaluate them through their performance Director told me that there is an agency will run the secret test to staff by come to stores as customer and ask them many things, check they way they answer their attitude I think it’s worth to try, but when I feel more confident in my staff I think they need to get more skill and remember more about what they sell: key message, etc 52 123doc Stt.010.Mssv.BKD002ac.email.ninhd 77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77t@edu.gmail.com.vn.bkc19134.hmu.edu.vn.Stt.010.Mssv.BKD002ac.email.ninhddtt@edu.gmail.com.vn.bkc19134.hmu.edu.vn C.33.44.55.54.78.65.5.43.22.2.4 22.Tai lieu Luan 66.55.77.99 van Luan an.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.33.44.55.54.78.655.43.22.2.4.55.22 Do an.Tai lieu Luan van Luan an Do an.Tai lieu Luan van Luan an Do an Interview Transcript Sale Staff (1st) What you think about sale skill through training? - Shop leader: actually, I have never join in an official training class to show me how to take a sale skills Just sometimes in meeting of shop leader, OM will share to us how to have good sale skills - Sale staff: Shop leader will train to me how to convince customers I never join in this skill training in company You work under multi brands shop, how you know all product knowledge? - Shop leader: I have joined in training class, and Marketing team will talk about product knowledge of each brand I think a have enough knowledge about product - Sale staff: I just come to training class about product sometimes, all knowledge is shop leader training to me However, with some new brands, I not have information How you remember function, key message, slogan, which make your brand unique of each brand? - Shop leader: actually, our brand unique because they are trendy, colorful, affordable price, suitable with young people Some brand will good for health like Fitflop , HBB - Sale staff: Customer will choose beautiful and trendy product Could you please tell me all function and slogan, key message of each brand? - Shop leader: just some brand but not all I can give you function of some hero brands in our shop, but not all And key message, I not heard about before - Sale staff: there are a lot of brand so I just give customer about which is suit their outfit, feeling when they wear, about function and key message, I not know all How you know what make customer satisfied? - Shop leader, sale staff: when they can choose beautiful product and has good feeling when wearing 53 123doc Stt.010.Mssv.BKD002ac.email.ninhd 77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77t@edu.gmail.com.vn.bkc19134.hmu.edu.vn.Stt.010.Mssv.BKD002ac.email.ninhddtt@edu.gmail.com.vn.bkc19134.hmu.edu.vn C.33.44.55.54.78.65.5.43.22.2.4 22.Tai lieu Luan 66.55.77.99 van Luan an.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.33.44.55.54.78.655.43.22.2.4.55.22 Do an.Tai lieu Luan van Luan an Do an.Tai lieu Luan van Luan an Do an Do you tell all the function of product when customer concern to buy? - Shop leader: I will tell them, but some product beside the beauty they not has special function - Sale staff: I am sorry but some products are hard to sale, they is not convenient and high price How you know customer will buy which product? - Shop leader: after know about function, they may buy - Sale staff: They will buy good looking one Can you talk about company history from they just established? - Shop leader, staff: They have big brands Furla, Geox, ShooZ I not know much about history All your customer will know about your product when they visit your stores? - Shop leader: just some product they might want to buy, I will give them more information about function to convince them - Sale staff: not all, they just care about beauty and cheap product 54 123doc Stt.010.Mssv.BKD002ac.email.ninhd 77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77t@edu.gmail.com.vn.bkc19134.hmu.edu.vn.Stt.010.Mssv.BKD002ac.email.ninhddtt@edu.gmail.com.vn.bkc19134.hmu.edu.vn C.33.44.55.54.78.65.5.43.22.2.4 22.Tai lieu Luan 66.55.77.99 van Luan an.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.33.44.55.54.78.655.43.22.2.4.55.22 Do an.Tai lieu Luan van Luan an Do an.Tai lieu Luan van Luan an Do an Sale staff ( 2nd) Do you have join any training class? - Shop leader: yes, I - Shop member: Yes How you think about training class? -Shop leader: I think it is ok, some classes are attractive, some class is a little bit boring Sometimes we need to learn a half of a day, it is boring because we just sit down listening and writing all class - Shop member: Oh my god, we all have to join I have to join basic knowledge brands, it ‘s have many things t remember, I think the trainers not have enough time They keep speech all the time Sometimes they asked us but not too much, because it too long, I feel tired and cannot concentrate and then I feel asleep What you learn about training? -Shop leader: too much, I learned about sale skill, how to mix and match, that is important to convince customer, they will believe more in you if you can give them some idea We work in fashion so we need to know that We learn about the brand, I think that will be good because in ShooZ every brands have their own points, not only the beauty but also benefit like good for health, free beast,… Shop member: agree with him Do you think you can remember all of them? - Shop leader: honestly No, but I wrote down You know, it is a lot of things to know and when you not use it everday, you will forget Besides that there is a lot of difficult things to remember like the names But I think I cant remember the main points - Shop member: I just can remember something which I use everyday Sometimes, I need to ask the shop leader And sometimes he doesnot remember 55 123doc Stt.010.Mssv.BKD002ac.email.ninhd 77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77t@edu.gmail.com.vn.bkc19134.hmu.edu.vn.Stt.010.Mssv.BKD002ac.email.ninhddtt@edu.gmail.com.vn.bkc19134.hmu.edu.vn C.33.44.55.54.78.65.5.43.22.2.4 22.Tai lieu Luan 66.55.77.99 van Luan an.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.33.44.55.54.78.655.43.22.2.4.55.22 Do an.Tai lieu Luan van Luan an Do an.Tai lieu Luan van Luan an Do an How about schedule of training? - Shop leader: I donot know, when headquarter think there are something need to train they will send me email Some class I just receive email one or two time like skill class, fashion trend class I donot know when they have class again I think its nescessary - Shop member: I don’t know some brands which just arrived to Vietnam and come to our stores before training class about this opened, sometimes I donot know what I need to talk to customer About fashion trend and some class I missed, I not hear about when it open again Schedule of training , I mean which class you will join since you work in company? - Shop leader: there are basic class you will learn about sale skill, brand knowledge, company history Besides , we have advance class for old member but I donot know when it open - Shop member: the first month I worked here, my shop leader trained me Until the 3rd month I had chance to joined in class What you want from training class? - Shop leader: more attractive, more gift, oh, I think they should send to us some basic knowledge I will give to my member to learn, sometime we donot remember all knowledge I suggested to OM already, we think they should give us notebook about that - Shop member: yes, last time, when someone come and ask me about something some knowledge, I not remember I learned about that but they told me I was in this training class I have no idea And I think in class should have reward to the best of training the big gift I will have more motivation to join 56 123doc Stt.010.Mssv.BKD002ac.email.ninhd 77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77t@edu.gmail.com.vn.bkc19134.hmu.edu.vn.Stt.010.Mssv.BKD002ac.email.ninhddtt@edu.gmail.com.vn.bkc19134.hmu.edu.vn C.33.44.55.54.78.65.5.43.22.2.4 22.Tai lieu Luan 66.55.77.99 van Luan an.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.33.44.55.54.78.655.43.22.2.4.55.22 Do an.Tai lieu Luan van Luan an Do an.Tai lieu Luan van Luan an Do an Operation Manager – Sale Manager ( The Evaluation Training Interview) As we discuss sometimes before, you said that training program of Golden Fashion Company has a lot of problems, one of this is lacking of training evaluation In your case, which is lack of training evaluation? - Honestly, our training process are built and I think this mission has been not completed Since the demands that sale staff need to be equipped sale skill and brand knowledge, complain resolution, we need to arrange training session However, we not have time to have perfect evaluation What you think when we should evaluate training program? - We should have many ways to know if the training program work or not First of all I think we should have the test after each session By this way, we will know if the trainee can understand what they learn and how many percentage they can remember after each training session In this test, which questions should be have? - I think this test should be simple, challenge sale staff is not necessary I think we just focus on which is taught in this session and ask them exactly For example, if in this section aim to train staff about sale skill, the test will be designed with the questions around which were mentioned For sale staff, we not need to ask the questions in high level Huong said that after discuss with training team, for each session they should have specific test However I think, if they have wrong answer, may be it not about their ability If there are a lot of wrong answer in one question it may be the sign of problem come from the trainer or the way they transfer information Besides this after training session, you think we have another test? - After each session, sometimes I received feed back from staff that they feel asleep because of the way the trainer taught them, very boring I think it will be good if we listen and collect their feedback to improve training method 57 123doc Stt.010.Mssv.BKD002ac.email.ninhd 77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77t@edu.gmail.com.vn.bkc19134.hmu.edu.vn.Stt.010.Mssv.BKD002ac.email.ninhddtt@edu.gmail.com.vn.bkc19134.hmu.edu.vn C.33.44.55.54.78.65.5.43.22.2.4 22.Tai lieu Luan 66.55.77.99 van Luan an.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.33.44.55.54.78.655.43.22.2.4.55.22 Do an.Tai lieu Luan van Luan an Do an.Tai lieu Luan van Luan an Do an Stt.010.Mssv.BKD002ac.email.ninhd 77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77t@edu.gmail.com.vn.bkc19134.hmu.edu.vn.Stt.010.Mssv.BKD002ac.email.ninhddtt@edu.gmail.com.vn.bkc19134.hmu.edu.vn