One of the most important activities, has the effect of ending the process of saving product information to the end consumer in the business process to collect money, turn capital quickly and continue the process of recycling. That social production is sales. Selling is a science and also an art. However, in each person, each object, each commercial enterprise has its own way of selling, but the basic purpose is the first and the last of all businesses is how to sell products, get high profit but must maintain credibility with customers. To achieve results in sales, sales management activities must be sensitive and flexible. Thuan Lien Company is a significant consumer goods firm, so improving business efficiency is critical; it has a direct impact on the Companys existence and development. Company. I chose the topic based on that awareness and my internship at Thuan
MINISTRY OF FINANCE INTERNATIONAL SCHOOL OF FINANCE – MARKETING PRACTICUM REPORT INSTRUCTURE: RESPONSIBLE BY: STUDENT ID: COURSE : IP_20 MAJORING IN: Ho Chi Minh city, April 2023 MINISTRY OF FINANCE INTERNATIONAL SCHOOL OF FINANCE – MARKETING PRACTICUM REPORT Solutions to improve the efficiency of the import process at LONG AN GENERAL IMPORT EXPORT DUCK FEATHER JOINT STOCK COMPANY (LADCO) INSTRUCTURE: PhD Nong Thi Nhu Mai RESPONSIBLE BY: LA GIA HUY COURSE : IP_20DKQ MAJORING IN: INTERNATIONAL BUSINESS Ho Chi Minh city, April 20 TOPIC: Analyzing and improving sales efficiency of Thuan Lien Company ACKNOWLEDGMENT First and foremost, I would like to express my gratitude to all the esteemed professors at the University of Finance and Marketing who have provided me with the opportunity to gain a better understanding and work within the business environment Especially, I sincerely thank Professor Nguyen Phi Hoang for his kindness and guidance throughout my internship period, as well as for assisting me in completing this internship report I also extend my heartfelt appreciation to the entire Thuận Liên Company for their support and guidance during my internship there The company's staff and colleagues have helped me gain practical experience, learn from experts, and develop essential skills in the workplace Despite my diligent efforts in research and understanding, the limitations of time and knowledge have led to certain shortcomings in this report Thanks to all the guidance and feedback received, I have had the opportunity to improve myself and grasp crucial aspects in my field of work I sincerely express my gratitude TABLE OF CONTENT TABLE OF FIGURES LIST OF TABLE OVERVIEW OF THE PRACTICUM REPORT Reasons for choosing the topic One of the most important activities, has the effect of ending the process of saving product information to the end consumer in the business process to collect money, turn capital quickly and continue the process of recycling That social production is sales Selling is a science and also an art However, in each person, each object, each commercial enterprise has its own way of selling, but the basic purpose is the first and the last of all businesses is how to sell products, get high profit but must maintain credibility with customers To achieve results in sales, sales management activities must be sensitive and flexible Thuan Lien Company is a significant consumer goods firm, so improving business efficiency is critical; it has a direct impact on the Company's existence and development Company I chose the topic based on that awareness and my internship at Thuan Lien Company: “Analyzing and improving sales efficiency of Thuan Lien Company” Objectives of the study Discover how Thuan Lien Private Company conducts sales activities and sales management, and then propose some suggestions and recommendations to improve sales management Objects and scope of the research Due to knowledge and time constraints, the report only mentions the status of Thuan Lien Private Company's business operations and sales administration, as well as transaction data from 2019 to 2021 Research methods This topic is researched utilizing a logical method, statistical analysis, and the knowledge gained during the learning process in conjunction with real-time observations and income Practice in the workplace Combining book and document synthesis with inputs from the company's management board and my own subjective thoughts Report structure In addition to the introduction, conclusion, the content reference includes chapters: Chapter 1: General theoretical basis of sales activities Chapter 2: Actual situation of sales activities of Thuan Lien private company Chapter 3: Some solutions to improve sales activities of Thuan Lien private company Chapter I GENERAL BASIS OF SALES ACTIVITIES 1.1 The concept, nature and role of sales activities 1.1.1 Concept of Sales Operation Selling is an economic activity aimed at selling the producer's goods to all different consumers in society However, due to different approaches and different research purposes, in reality there are many different conceptions of sales According to Philip Kotler, “Sales is a form of direct introduction of goods and services through exchange and conversation with potential buyers to sell goods” James M Comer defines "Selling is a process in which a seller discovers, elicits, and satisfies a buyer's needs or desires in order to satisfy the long-term interests of both parties" John W Ernest & Richard Ashmun once said that “Sales is the process of identifying the needs and wants of potential buyers, presenting the product in such a way that it leads the buyer to a buying decision” Thus, although there are differences in expression and scope, the above concepts also have many similarities And with the above approaches, we can understand: Sales is a process where the seller does not merely meet the needs and wants of the buyer, but includes the stages of understanding, discovering needs, even create demand and then satisfy the needs of buyers 1.1.2 The Nature of Sales Operation The essence of sales activities is to protect not only the seller's interests but also the buyer's interests People in the sales force are given many titles such as salesperson, sales representative, director in charge of customers, and so on, but they all have one thing in common: they are in contact with clients and are directly responsible for selling a company's products or services 1.1.3 The Role of Sales Operation Sales play an extremely important role in the operation of the business First, sales is a basic business that directly performs the function of moving goods from places of excess to places of demand According to the law of supply and demand, where there is an excess of goods, the price will be low, whereas where there is a shortage of goods, the price will be high, so selling goods in places where there is a shortage of goods will earn higher profits than in places where there is a shortage of goods have surplus goods This is the driving force for businesses to move goods from places of excess, low price to sell in places where goods are scarce, with high price to earn higher profits Therefore, selling is an important stage associated with production and consumption, ensuring the balance between supply and demand for each specific item, contributing to stabilizing market prices Selling is also an important operation to fulfill the business purpose of the enterprise: profit, position, safety in business Therefore, for any business, profit is always a business resource, a long-term and regular goal in business activities of the business Therefore, sales promotion activities decide to increase profits for businesses Selling goods, making a profit, having a position in the market will ensure the safety of the business Moreover, sales also decide and govern other operations in the business process of the enterprise such as: market research, purchasing sources, service activities, and inventory Salespeople serve as a vital link between companies and their clients, impacting trust, reputation, and the reproduction of consumer requirements As a result, having an effective sales team is a potent commercial competitive weapon In summary, in the market economy, sales performance reflects the business results of the business, the efforts and efforts of the enterprise in the market, and at the same time shows the organizational level, capacity operating of the business Not only that, sales are also the basis for comparison with other businesses in the same industry 1.2 Classification of sales options and sales forms 1.2.1 Classification of sales options The sales force of an enterprise includes individuals and organizations directly involved in the sales process of the business Sales force includes the sales force on the payroll of the enterprise and the sales force outside the enterprise Sales force of the enterprise's payroll: This force includes all employees who are directly responsible for sales activities and is divided into two categories: sales at the enterprise and sales in the area This force includes: - Sales force at the enterprise: This force usually works in the offices of the enterprise and uses fax, phone, email, etc to deal with customers Salespeople in this force rarely have direct contact with customers - Local sales force: These are the people who directly sell the business's products to customers and provide customers with services through direct transactions in the area Sales force outside the enterprise This sales force is often spread out geographically For a sales force outside the business to function effectively, the number of customers in that territory must be large enough This force consists of sales agents and collaborators - Sales agents: They are natural or legal persons who perform one or more acts related to sales activities under the mandate of the business - Contributors: These are people who have an agreement with the business to sell to the business in the market This force is not part of the company's employees and is entitled to commissions or discounts on sales 1.2.2 The Sale forms Sales are classified as follows: Based on the delivery location for the customer Selling at the supplier's warehouse: suitable for buyers who need to buy in large quantities, have stable consumption and have available means of product transportation Selling through stores, stalls suitable for small needs, wide product portfolio, stable consumption cycle Selling directly to consumer units, selling at home at the request of customers, creating convenience for buyers This method mainly improves the quality of customer service and competition among sellers According to product rotation Wholesale: Selling in large quantities, based on contracts, and with non-cash payments At the end of the wholesale process, the products remain in circulation and have not yet entered consumption Retail: Selling to individual consumers' small-scale needs, meeting customers' immediate demands, and requiring immediate payment Due to the various stages of wholesale, warehousing, and sales costs that products go through, the retail price is usually higher than the wholesale price While increasing a business's sales volume might be slower, it receives direct feedback from consumers According to selling methods Contract Selling: This selling method is applied to important goods and involves selling in large quantities During the contract execution, both parties demonstrate responsibility and respect for each other's interests Auction: Certain types of goods, such as those in large quantities, non-standardized items, or specialized products, are auctioned to find buyers at the highest price Export: This is a specialized selling method that requires compliance with the government's import and export regulations Only entities permitted to engage in import and export activities are allowed to execute this method According to payment relationships: Cash Purchase: Cash purchase involves buying and paying immediately upon goods delivery With this method, businesses receive immediate payment, ensuring financial security, but it can be challenging for customers who may not have the capability to pay immediately Installment Sales: In this method, the buyer pays for the purchased item in multiple installments In addition to the regular selling price, businesses also charge the buyer an