(Luận văn) improving personal selling activities a case of nordic car company in ho chi minh city vietnam

UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business - tn to p ie gh w Trinh Duy Bang n a lo d th u yj p yi an lu la IMPROVING PERSONAL SELLING ACTIVITIES: A CASE OF NORDIC CAR COMPANY IN HO CHI MINH CITY – VIETNAM n va z at nh oi m ll fu z k jm ht vb MASTER OF BUSINESS ADMINISTRATION om l.c gm Lu an n va y te re Ho Chi Minh City – Year 2018 UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business - tn to p ie gh w n a lo Trinh Duy Bang d th u yj an lu la p yi n va IMPROVING PERSONAL SELLING ACTIVITIES: A CASE OF NORDIC CAR COMPANY IN HO CHI MINH CITY - VIETNAM z at nh oi m ll fu z vb k jm ht MASTER OF BUSINESS ADMINISTRATION om l.c gm SUPERVISOR: NGUYEN THI MAI TRANG Lu an n va te re y Ho Chi Minh City – Year 2018 EXECUTIVE SUMMARY When global automobile market gets a remarkable resilience, especially concentrating in emerging nations, and Vietnamese economy started to integrate deeper into global trade, there were many luxury brands distributed mainly in Ho Chi Minh city and Ha tn to Noi capital Coming along with this trend, premium cars such as Roll-Royce, Porsche, Maseratti, Mercedes-Benz, Lexus, Audi, BMW and so forth were retailed in Vietnam p ie gh with higher numbers recent years w Although luxury car segment is always a potential market for car-retailing investors, n a lo there are only few brands which have performed well for years and become top of d mind when customers decide to buy a premium car Their success could be easily th u yj explained by having effective ways in operating sales force This fenced off the an lu la p yi penetration of other famous luxury brands which tried to attack this lucrative market In August 2016, Nordic Car Joint Stock Company (in short, it would be called Nordic n va Car in this thesis) decided to distribute Volvo cars as a dealer with two branches in Ho m ll fu Chi Minh city and Ha Noi capital However, sales results have been too low since Nordic Car in Ho Chi Minh city was established This research will explore the causes z at nh oi of low sales results of Volvo in Ho Chi Minh branch The findings of the study revealed that ineffective personal selling activities played the most important role in z low sales results comparing to other factors from August 2016 to Dec 2017 ht vb Moreover, some reasonable solutions would be suggested in order to improve k jm personal selling activities of Nordic Car company in Ho Chi Minh branch om l.c gm Lu an n va y te re ACKNOWLEDGEMENT Without the encouragement, guidance and support of Prof Nguyen Thi Mai Trang and other teachers, the entire master-level project would not be possible I would like to send my appreciation to my advisors It has been a pleasure working with you on tn to this project I would like to thank my friends and family for greatly supporting me while I was p ie gh working on my research Your patience, understanding and respect were greatly appreciated w n a lo d th u yj an lu la p yi n va z at nh oi m ll fu z k jm ht vb om l.c gm Lu an n va y te re TABLE OF CONTENTS EXECUTIVE SUMMARY ACKNOWLEDGEMENT tn to LIST OF TABLES p ie gh LIST OF FIGURES INTRODUCTION Saigon General Service Corporation Nordic Car Joint Stock Company 1.1 1.2 w PROBLEM CONTEXT n Global automobile market Vietnamese automobile market 11 Volvo global business results and Nordic Car company situation in Vietnam 13 a lo d th 2.1 2.2 2.3 Potential Problems 20 Unsuitable products for Vietnamese 20 Inconvenient business place 21 Inefficient advertisements and PR activities 23 Unattractive direct sales promotion 24 Ineffective personal selling activities 25 Uncompetitive price 28 Problem Validation 29 Eliminating product, place, promotion and price as the main problem 30 Illuminating ineffective personal selling as the main problem 34 an lu la p yi n va z at nh oi m ll fu 3.1 3.1.1 3.1.2 3.1.3 3.1.4 3.1.5 3.1.6 3.2 3.2.1 3.2.2 u yj PROBLEM IDENTIFICATION 17 POTENTIAL CAUSES 35 Lack of professional customer relationship management system 36 Disregard of technical guide on Volvo functions 38 Weak team selling accessory, insurance, finance and service 39 Cause validation 40 Cause - and - effect tree 43 z ht vb 4.1 4.2 4.3 4.4 4.5 k jm ALTERNATIVE SOLUTIONS 44 om l.c gm 5.1 The first alternative solution: Using a basic customer relationship management software 47 5.2 The second alternative solution: Using a modular customer relationship management software 49 ORGANIZATION OF ACTIONS 56 Lu CONCLUSION 58 an SUPPORTING INFORMATION 59 n y te re REFERENCES 82 va APPENDIX 80 (Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam(Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam(Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam(Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam LIST OF TABLES Table 1: Top 10 best-selling car brands in 2017 Table 2: Volvo retail sales on over the world in 2016 and 2017 Table 3: Top 07 luxury car brands have positive change from 2016 to 2017 tn to Table 4: Sales volume of luxury dealers around Volvo Ho Chi Minh in 2016 and 2017 Table 5: Statistics of prospects, buyers and closing ratio between Volvo Ho Chi Minh p ie gh and Volvo Ha Noi in 2017 Table Evolved selling process w Table 7: Estimating cost of using CRM Viet software in a year n a lo Table 8: Estimating cost of using Azsoft software in a year d Table 9: Action plan th u yj LIST OF FIGURES p yi Figure 1: Savico investment structure an lu la Figure 2: Global cars and light-commercial vehicles sales between 2016 and 2017 Figure 3: Global cars market share by segments between 2016 and 2017 n va Figure 4: The number of sold cars in Vietnam from 2014 to 2017 m ll fu Figure 5: Volvo global retail sales from 2013 to 2017 Figure 6: The number of sold luxury automobile in Vietnam from 2014 to 2016 Figure 8: Selling funnel z Figure 9: Cause - and - effect tre z at nh oi Figure 7: Reason why prospects refuse to buy Volvo cars k jm ht vb om l.c gm Lu an n va y te re (Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam(Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam(Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam(Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam (Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam(Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam(Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam(Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam INTRODUCTION 1.1 Saigon General Service Corporation tn to p ie gh w n a lo d th u yj an lu la p yi n va m ll fu Figure Savico investment structure (Source: Savico website) z at nh oi Saigon General Service Corporation (Savico) was established in September 1982 with the initial idea is focus on services activities The company was formally converted z into a joint stock company on January 2005 Savico was listed on the Hanoi Stock ht vb Trading Center (HNX) on 21 December 2006 and transfered listing status to k jm Hochiminh City Stock Exchange (HOSE) on 1st June 2009 Over 30 years of gm experience in business operations, Savico’s strategy for 2015-2020 and the vision to l.c 2030 is to continue to develop under the form of investment corporation focusing on om three areas: Trading and Services, Property Services and Financial Services Savico Lu has been setting up and developing the car dealership and motorbike dealership an network of prestigious manufacturers such as Toyota, Ford, GM Daewoo through te re y the market share of Savico system achieved 8.5% of VAMA in 2016 (Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam(Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam(Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam(Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam n leading car distributor of Vietnam Automobile Manufacturers’ Association (VAMA), va the system of 13 subsidiaries and associates across Vietnam Savico now is the (Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam(Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam(Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam(Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam 1.2 Nordic Car Joint Stock Company Nordic Car Joint Stock Company is a member of Savico’s automobile dealer network Nordic Car is the unique representative for import and retail of Volvo Cars tn to Corporation in Vietnam Its operations are import, retail, marketing, supplying after- p ie gh sales services for luxury cars branded Volvo in Vietnam Besides, it has authority to appoint agency and service center on nationwide In August 2016, Nordic Car opened w two branches, Volvo Phu My Hung in District 7, Ho Chi Minh city and Volvo Long n a lo Vien in Long Bien District, Hanoi capital, and all facilities were invested according to d the newest standard of Volvo Cars Corporation Service system was fully equipped th u yj with machines, modern technology equipments, and technical teams were trained p yi methodically and intensively by Volvo Cars Corporation With more than 60 billion an lu la Vietnam Dong of investment, Nordic Car Joint Stock Company is expected to become one of the strongest premium car retailers in Vietnam which brings the unique and n va attractively Scandinavian values to Vietnamese customers Both two branches have a m ll fu similar structure as follow: a managing director, a sales and marketing department with about 35 salesman divided into teams, a human resources department, a finance PROBLEM CONTEXT 2.1 Global automobile market z at nh oi department and a workshop z k jm ht vb om l.c gm Lu an n va y te re (Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam(Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam(Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam(Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam (Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam(Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam(Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam(Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam Figure Global cars and light-commercial vehicles sales between 2016 and 2017 (Source: JATO global car and LCV sales press release in 2017) According to JATO3 – a prestigious company of car comparison and automotive tn to market research, global car sales had a resilience with 86.05 million units selling out p ie gh in 2017 and up 2.4 % comparing to 2016 Global car and light commercial vehicle (LCV) sales from 2016 to 2017 witnessed a decrease of traditional market like Korea and South America, but a remarkable increase in Asia Pacific and South America In w n the early months of 2017, Chinese government implemented a policy of limit car a lo d purchase, but from the second quarter, giant demand for the whole population revived th then it boosted the growth rate at 2.3% to the end of the year Despite crisis of diesel u yj fuel, South America showed the strongest development of automobile demand Brazil, p yi Argentina and Chile contributed mostly in this region’s growth South East Asia an lu la region witnessed a powerful growth of Thailand due to tax policies in Asean Free Trade Area agreement n va Table Top 10 best-selling car brands in 2017 k jm gm +11% +13% -10% 10 2,511,293 (Source: JATO global car and LCV sales press release in 2017) om l.c KIA 0% ht 3,857,388 2,891,415 2,534,181 Ranking vb CHEVROLET SUZUKI MERCEDES Growth Rate +5% +3% -2% +7% +5% -9% z 2017 7,843,423 6,639,250 5,953,122 4,967,689 4,834,694 3,951,176 z at nh oi m ll fu Cars and Pick-up TOYOTA VOLKSWAGEN FORD HONDA NISSAN HYUNDAI Lu an JATO3 pointed out that Toyota continued to maintain its position as the most popular y (Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam(Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam(Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam(Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam te 2017 Volkswagen, a direct competitor to Toyota, had a successful year of business re power in potential markets such as Thailand and Argentina Toyota sales are up 5% in n shrinking in the United States and China, but that was offset by increased purchasing va global brand with many top-selling models The presence of Japanese brands was (Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam(Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam(Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam(Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam beyond expectations Despite fraudulent gas fraud scandal with billions of US dollars in fines, especially in the United States, German car sales unexpectedly surpassed the Japanese automaker to take the number one position But if not counting the sub tn to brands, a single Volkswagen cannot beat Toyota Nevertheless, the popular German p ie gh car – Mercedes Benz brand still finds its light in trouble thanks to good buying power in the world's most populous market - China Volkswagen also represented the strength as the highest market share in Europe Total sales in 2017, Volkswagen grew w n 3% Mercedes, Suzuki and Honda were top three best performers of growth rate from a lo d 2016 to 2017 th u yj an lu la p yi n va z at nh oi m ll fu z k jm ht vb gm Figure Global cars market share by segments between 2016 and 2017 l.c (Source: JATO global car and LCV sales press release in 2017) om Sport Utility Vehicle (SUV) was the largest drivers of growth which reached 27.85 Lu million sold units, and 3.14 million units more than 2016 Nissan X-Trail/Rogue was an the best-selling SUV with 814,000 units in 2017 and raised 6.5% volume on over the y 10 (Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam(Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam(Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam(Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam te trend was not restricted to particular markets – it’s a trend that we’ve seen on a global re have continued to take 34% market share away from traditional segments, and this n SUV (built from B car’s chassis and smaller than C), and so forth Obviously, SUV va world SUV divided into some subtypes like C-SUV (built from C car’s chassis), B- (Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam(Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam(Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam(Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam relationships with all of their potential customers, a lot of complaints each other about weak team-selling among company members leading to loss deals In fact, we really need an automatic system combined with current Volvo regulations, processes, targets tn to in order to guarantee that our potential customers will be satisfied from the time they p ie gh started to have buying demands to the final closing step through full and appropriate participation of all employees from different functions However, we don’t have any internal resources to build a professional system like that w n Trinh Duy Bang: Which solutions that you and the board applied to fix the problem? a lo Bui Cao Sinh: We all agreed with changes Firstly, all Excel files must be turned d th into Google spreadsheet in order to help sales managers and leaders immediately u yj follow prospects together with sales consultant Secondly, we accepted to pay 2,000 p yi USD/hour for Swedish trainers coming to Vietnam in order to teach sales consultants an lu la how to sell Volvo cars This expensive training is not a normal course, it belongs to an agreement between Nordic Car and Volvo South East Asia to enhance salespeople n va understandings about Volvo value, and we will receive back all of expenses if only we m ll fu pass the examination Thirdly, the board allowed me to increase 50% commission of z at nh oi accessory, insuarance and service for every team-selling closed deal You know, when you don’t have high level of technology to immediately support sales team, and you also don’t want to recruit more people, you have to increase benefit, that’s the game! z Trinh Duy Bang: Have you ever think about other alternative solution? vb k jm ht Bui Cao Sinh: The cost of hiring foreign experts will be paid back from Volvo corporation, so we will continue to use it We have to accept the situation right now gm and keep 50% commission as I explained to you However, I agreed with Sales & l.c Marketing managers that our company cannot save all valuable data on free storage of om Google We need to have our own data bank and a modern technical tool to process Lu data into useful information as soon as possible Board of administrators also need an general picture of the situation to make decisions va n In-depth interview (The second time – Via Cell Phone) y Bui Cao Sinh: As what you have just presented to me about using CRMViet application, I feel that this is an excellent replacement for discrete Excel files I used 71 (Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam(Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam(Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam(Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam te many advantages as I send the technical documents of CRMViet for you? re Trinh Duy Bang: How you feel about the solution using CRMViet software with (Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam(Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam(Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam(Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam to suppose that building a software like Mercedes Phu My Hung or Audi Ho Chi Minh is really complex and it must be expensive to combine it with Volvo selling process I waited for support from Volvo South East Asia to provide us a complete software, but tn to after one and a half year, we still use Excel files as a temporary tool This software p ie gh will probably be the most anticipated improvement ever since we established Volvo Ho Chi Minh However, I think that I need to find out specialized operator to lead the project with us first, then we may contact CRMViet later w n a lo In-depth interview 6: d th Interviewee: Mr Nguyen Anh Linh Title: Managing director of Ha Noi showroom Age: 38 Working experience period: 10 years Status: currently working for Nordic Car company u yj an lu la p yi n va Trinh Duy Bang: It is my great honor to meet you today for this interview Please m ll fu start by talking something about yourself sir! z at nh oi Nguyen Anh Linh: Nice to meet you! My name is Nguyen Anh Linh I’ve worked for Savico’s system 10 years since I was a young marketing employee in commerce and service department Now I am serving my company as Managing director of z ht vb Volvo showroom in Ha Noi products in the next couple of years? k jm Trinh Duy Bang: Where you see Nordic Car business of distributing Volvo gm Nguyen Anh Linh: According to many car research company and VAMA, luxury car om l.c segment in Vietnamese market is getting bigger and bigger I feel quite confident about our bright future with Volvo 60 billion Vietnam Dong for two dealers in Ha Lu Nguyen Anh Linh: A sold car could bring 120 million Vietnam Dong total profit (retail price minus whole sales price), and the remained profit was at about 50% after paying all incentives for sales team and managers Thus, when we divide 1.2 billion 72 (Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam(Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam(Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam(Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam y te re Noi in 2017 ? n Trinh Duy Bang: How you evaluate sales results of Volvo Ho Chi Minh and Ha va business results in 2016 and up to now of 2017 also made me really worry an Noi and Ho Chi Minh showed our determination to all stakeholders However, (Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam(Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam(Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam(Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam VND fixed cost of this company to 60 million VND remaining profit, we have 20 cars per month at the breakeven point The sales results of Ho Chi Minh branch in 2017 might be lower than breakeven point about 15 cars per month that could cause an tn to accumulated loss about 10 billion VND in this year Ha Noi branch is also at risk of p ie gh loss nearly 7.2 billion VND to the end of 2017 Trinh Duy Bang: In your own opinion, which reasons were standing behind the unexpected sales results? w n Nguyen Anh Linh: To tell the truth, there are many reasons leading to this failure, a lo you know, we have just opened since August 2016 It takes time to reach high peaks d th like Mercedes or BMW or Lexus with decades of business in Vietnam I myself saw u yj many gaps between gears of operation Online advertisements were spent much p yi money, but digital performance was not measured carefully Sales consultants only an lu la look at tangible gifts, but lack of analyses promotion policies with intangible value such as five-years warranty plus one-year maintenance and free rescue every time in n va five-years warranty for each sold car Some kinds of imported Volvo cars we were not m ll fu able to lower the retail price For example, Volvo S90 with 5% incentive, we are not z at nh oi allowed to set the price out of the range between 2.7 billion VND and 2.665 billion VND Volvo corporation also not allow us to lower the value of their symbolic car S90 which is used for Swedish Royal family without their permission Moreover, z personal selling activities in our company have many shortcomings Sales consultants vb k jm ht seemed ignore using Excel files as the regulation, and separated reports did not give managers enough information to make decision on how to help our employees Sales gm consultants concentrated too much on price when they present products to customers, l.c and they haven’t understood the importance of practical-using experience of new om Volvo features Weak collaboration from sales and supportive teams could not make Lu our showrooms become one-stop shopping stores which can satisfy immediately an customer’s needs n va Trinh Duy Bang: In your own opinion, what should be prioritized to conduct to use It is able to help sales consultants keep in touch all the time with prospects, managers receive reports precisely, and provide directors current status of business 73 (Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam(Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam(Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam(Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam y Nguyen Anh Linh: It is definitely a modern integrated system for the whole company te re immediately? (Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam(Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam(Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam(Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam operation Building professional system is the backbone of Volvo Ho Chi Minh and even Ha Noi right now if we want to develop better competitive value tn to In-depth interview 7: p ie gh Interviewee: Mr Nguyen Thanh Tam Title: Prospect who refused to buy a Volvo car Age: 43 Occupation: Construction engineer w n a lo Trinh Duy Bang: Nice to meet you! Thank you for being here and participate the d th interview Please introduce yourself, sir! u yj Nguyen Thanh Tam: Hello! I’m Nguyen Thanh Tam I’m 43 years old and working p yi for a construction company in district as an engineer an lu la Trinh Duy Bang: Mr Tam, tell me your judgement Is Volvo business in luxury segment of Vietnamese automobile market potential or not? n va Nguyen Thanh Tam: I have to say that it is really difficult for them to become one of are elite players z at nh oi m ll fu market leaders in luxury segment Their opponents like Mercedes or BMW or Lexus Trinh Duy Bang: Could you share the reason why you refuse to buy or decide to buy a Volvo car in Nordic Car showroom? z Nguyen Thanh Tam: After considering Volvo and many different luxury cars, I vb k jm ht decided to buy another brand instead of Volvo because I think that I really need a famous luxury sedan in most of people eyes to show my financial ability in business, gm not only for driving I chose Mercedes E250 at 2.45 billion Vietnam Dong lower than l.c Volvo S90 about 200 million Vietnam Dong, but I think that it’s more luxury because om Mercedes has been famous for luxury cars in Vietnam for many years when I was a Lu teenager Regarding to location, I think that a luxury car showroom need to locate in an district where luxury users usually live and work, so they can see Volvo cars every 74 (Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam(Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam(Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam(Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam y advertisements on display screen at the ground floor of my working building I went te because they are afraid of truck accidents I knew Volvo because I usually see Volvo re city with many truck carrying goods, so many luxury guests won’t visit the showroom n and Nguyen Van Linh is the connecting road between western area and Ho Chi Minh va working day This Volvo showroom located in district is too far from central area, (Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam(Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam(Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam(Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam to Volvo showroom, but since I walked out, no one call me again to remind me to consider about Volvo While Volvo salesman ignored me, Mercedes sales man regularly call me and send me invitation with attractive sales promotion in the letter tn to content which professional offered me by his director’s signature And you know p ie gh what? the Mercedes guy always call me on Friday evening when I have the most free time in a busy week Trinh Duy Bang: Are there any other reason made you choose Mercedes instead of w n Volvo? a lo Nguyen Thanh Tam: When I compare to buy a luxury car among many brands, I d th think Mercedes and Lexus would have the lowest cost of repairing services Mercedes u yj has a big plant in Vietnam, and Lexus are imported from Indonesia Many people told p yi me that all Volvo cars and spare parts were imported from Sweden where there was an lu la not reduced imported taxes like South East Asian countries Trinh Duy Bang: Could you share me the feeling of your visit Volvo Ho Chi Minh n va dealer, and does it affect your refusal decision? m ll fu Nguyen Thanh Tam: I feel quite disappointed about the way that salespeople in z at nh oi Volvo Ho Chi Minh dealer treated me after my first visit last two weeks I carefully sent text message to the salesman that I would come to his showroom to see S90 Volvo car at 10 A.M Saturday He confirmed our meeting, but when I came, he wasn’t z there, and the receptionist brought me to another one After a long waiting-time with vb k jm ht many inaccurate answers about car functions, suitable accessories, quality insurance and after-sales service, he informed me that the newest version of S90 is not already gm to deliver to me until 26th day of next month with only car in white colour Finally, l.c I accepted to deposit 10 million Dong for a reservation of the S90 car, then came om home with discomfort The week after, I called the salesman whom I met in Volvo Lu showroom to ask when they have the car He appologized and told me that he just an helped his colleague to welcome me but my information was belonged to the first y 75 (Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam(Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam(Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam(Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam te deposit money back re time, then I decide to bought a Mercerdes E250 and now I come here to take my n remind me that the delivery could be in the next two month I was so angry at that va salesman, so it was not save in his own system, and maybe his colleague forgot to (Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam(Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam(Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam(Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam In-depth interview 8: tn to Interviewee: Ms Ngo Kieu Trinh Title: Prospect who refused to buy a Volvo car Age: 37 Occupation: Owner of import and export company in Long An province p ie gh Trinh Duy Bang: Nice to meet you, madam! Thank you for coming here and participate the interview Please introduce something about yourself w n Ngo Kieu Trinh: Hi! I’m Ngo Kieu Trinh I lived in Long An province, I and my a lo d husband have opened a import and export company since 2009 th Trinh Duy Bang: Ms Trinh! Can you please share with me about your thought of u yj p yi Nordic Car business in the next time Is Volvo business in luxury segment of an lu la Vietnamese automobile market potential or not? Ngo Kieu Trinh: I think that Nordic Car company is bringing a new breeze for luxury car segment in Vietnam Business people like us are familiar with Mercedes We n va really want something premium and traditional and different from the other luxury m ll fu things Although I am not completely satisfied with what Volvo Ho Chi Minh offer, I z at nh oi really like Volvo cars from interior design to outside appearance Trinh Duy Bang: Why you decide to buy a Volvo car in Volvo Ho Chi Minh showroom? z vb Ngo Kieu Trinh: My home town is in Long An province On my way to work, I saw k jm ht Volvo cars which were carried from Hiep Phuoc – Nha Be seaport to district I and my husband had to take many off-working days and went to district to visit Volvo gm showroom many times to buy a XC90 Volvo car It took a lot of time and effort for us om l.c to buy this car because Nordic Car company does not have a second-level agency in Long An If we did not love this car too much, we would buy another brand I decided Lu to buy a Volvo car because I really love the car To tell the truth, before paying money an 76 (Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam(Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam(Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam(Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam y more years warranty and one-year free maintenance te We nearly bought another car, but finally the sales consultant accepted to give us two re offers make me visit Volvo showroom four times to deal with the sales consultants n Most of luxury car brands have more gifts for the buyer than Volvo Their better va for Volvo, I and my husband investigated promotion and price of many car brands (Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam(Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam(Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam(Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam Trinh Duy Bang: Could you share about your experience in the first time visit Volvo Ho Chi Minh showroom? Does it help you better to make buying decision? Ngo Kieu Trinh: To tell the truth, my husband was not very happy because he used tn to to explain to a salesman about how to use Volvo new Vietnamese voice navigation p ie gh system, while the salesman tried to argue with him many times I had to stop the argument, and I require another real test on a new car in the display area with a completely new accessory of navigation system However, we had to wait for 40 w n minuites before the female representative of accessory department ending her busy a lo work and provide us the device to the test And you know, she even wasn’t there d th with us and the salesman need to look for her everywhere in the showroom to guide us u yj how to use the new version of the navigation device We felt uncomfortable at that p yi time and it was poor for the new salesman without much experience on using Volvo an lu la cars to handle every thing n va z at nh oi m ll fu z k jm ht vb om l.c gm Lu an n va y te re 77 (Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam(Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam(Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam(Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam (Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam(Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam(Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam(Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam QUALITATIVE RESEARCH FINDINGS Interviewer: Trinh Duy Bang Interviewees: people from different groups as below tn to Group 1: Sales consultants working for Volvo Ho Chi Minh branch p ie gh (1A) - Mr Nguyen Quang Huy (1B) – Ms Le Thi Phuong Group 2: Sales and Marketing managers of Nordic Car company w (2A) - Mr Nguyen Quang Phong (2B) – Ms Luu Bao Huong n a lo Group 3: Managing Directors of Volvo Ho Chi Minh and Ha Noi dealers d (3A) - Mr Bui Cao Sinh (3B) – Mr Nguyen Anh Linh th u yj Group 4: Volvo Ho Chi Minh prospects who refuse to buy and decide to buy Volvo cars p yi Data collected after the interview: an lu la (4A) - Mr Nguyen Thanh Tam (4B) – Ms Ngo Kieu Trinh n va # Question 1B Small financial support for advertisements, 3A 3B Unsuitable products, small advertising budget, lack of maintaining relationship with customers, weak teamwork Few distribution channels, few tangible gifts, ineffective personal selling activities Ineffective online advertisement s, few tangible gifts, expensive price, ineffective personal selling activities 4B Nondifferenti ated products, Expensiv e price of imported spare parts, far location, lack of regular care from Nordic Car sales people Excellent products but no showroom in provinces, few gifts, sales people lack of practical knowledge of using a Volvo car k jm om l.c gm The reasons refuse to buy or bargain to buy Volvo cars 4A ht vb Weak team collaboraion 2B z Expensive rental price, struggling sales tool for saving data, ineffective PR activities, expensive spare parts, lack of teamwork 2A z at nh oi 1A Product is not differentiated, weak technical consulting, lack of teamwork m ll fu Reasons why Volvo Ho Chi Minh cannot sell many Volvo cars Findings Lu an n va y te re 78 (Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam(Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam(Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam(Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam (Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam(Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam(Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam(Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam tn to Ineffectiveness of selling activities The key cause that leads to prolem Disregard of technical consulting practical use Volvo cars from both fresh and old salespeople p ie gh The main problem Week team selling activities Ineffective personal selling activities with low ratio of closing deal Ineffective personal selling activities Not enough internal resource to build a professiona l sellig tool Overload sudden tasks from sales department Lack of maintaining customer relationship s due to messy sales system Lack of automatic system help connect and process all sales activities Upgrade Excel files into Google Spreadshee -t, and share access for sales team Upgrade Excel files to Google online spreadsheet, hire Swedish trainers, increase commission w A poor selling tool for sales consultants n a lo d Hire Swedish trainers to train sales consultants u yj Upgrade Excel files to Google online spreadsheet Increase commission for supporting employees an lu la p yi The solutions that the company has currently taken th Lack of communicati on channel for work requirement and information n va Ineffectiven ess of selling activities Lack of maintaini -ng customer relationship Disregard of technical consulting practical use Volvo cars Overload work of supporting employees Common communica tion channel help connect all employees n y te re Building professional sales system is the backbone of Volvo Ho Chi Minh and even Ha Noi va A modern technical tool to process data into useful information and save to data bank an An online automatic sales system for all employees with different positions Lu Increase commission for supporting employees om l.c gm A comprehensive system to follow customers k jm What is the best solution? ht A tool with discipline and reward to change sales people behaviour vb Increase reward for sales consultants A new mordern software to keep in touch with customers z Other A tool with solutions discipline to are change sales suggested people behaviour z at nh oi m ll fu Increase commission for teamselling deals Sales consultants don’t use Excel files as regulation, concentrate much on theoretical consulting, weak teamwork Ineffectiv eness of selling activities 79 (Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam(Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam(Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam(Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam (Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam(Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam(Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam(Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam APPENDIX Volvo Cars Corporation Volvo Cars is a Swedish luxury vehicle manufacturer established in 1927 and tn to headquartered in Gothenburg, Sweden The name Volvo is Latin for “I Roll” and it p ie gh symbolizes the strength of iron used in the car as Sweden is known for its quality iron Volvo has been well-known for safety technology, because opening the patent of three- point seat belt since 1959 for all other car manufacturers has helped saving over one w n million worldwide lives Volvo has been considered as one of pioneers in advance of a lo safety In 1991, Volvo introduced the Side Impact Protection System, and the inflatable d th curtain on cars was also invented by Volvo Volvo made a heavy commitment in their u yj sustainability report in 2015 that no one should be killed or seriously injured in a new p yi Volvo car by 2020.1 Volvo Cars was founded as a subsidiary of the ball bearing an lu la manufacturer SKF When Volvo Cars was introduced on the Stockholm stock exchange in 1935, SKF sold most of the shares in the company Volvo Cars was owned n va by AB Volvo company until 1999, when it was sold to the Ford Motor Company as m ll fu part of its Premier Automotive Group In 2010, the Geely Holding Group then acquired z at nh oi Volvo Cars from Ford Volvo Cars manufactures sport utility vehicles, station wagons, sedans, compact executive sedans, coupes and many other kinds of cars With approximately 2,300 local dealers from around 100 national sales companies z worldwide, Volvo Cars' largest markets are China, the United States, Sweden, and the vb k jm ht other countries in the European Union In the end of 2015, Western Europe accounted for 40% total retail sales of Volvo Cars, 28% for Sweden and US, China 16% and gm other markets 16% There were six important Volvo plants on over the world which l.c located in Sweden, Denmark, Belgium, USA, China and Malaysia Total numbers of Lu 3,896 from China and 2,499 from other places om employees are 28,485 people including 17,806 from Sweden, 4,284 from Belgium, an Volvo Cars Corporation mission is to make the lives of people easier, safer and better 80 (Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam(Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam(Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam(Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam y Volvo also promotes well-being by helping to prevent collisions and reducing injury te creating safety offering in an intelligent and innovative way based on real-life data re safety, Volvo aims for top performance in real traffic situations Volvo does this by n environmental care.2 To strengthen Volvo commitment and maintain leadership in va Today, Volvo is still as focused as ever on three core values safety, quality and (Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam(Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam(Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam(Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam when a collision is unavoidable Quality is an expression of Volvo goal to offer reliable products and services In all aspects of Volvo operation the focus shall be on customer needs and expectations Volvo is committed to excellence in execution, efficiency and tn to flexibility and strive to live according to the principles of “Create, Accept, Pass on– No p ie gh problems” Volvo environmental work is based on respect and concern for the individual, society and nature Environmental work within Volvo company is based on a holistic approach, lifecycle management and global concern It is part of business w n strategy and guides decision-making Energy efficiency, resource efficiency and a lo human health are Volvo main focus areas d th u yj an lu la p yi n va z at nh oi m ll fu z k jm ht vb om l.c gm Lu an n va y te re 81 (Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam(Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam(Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam(Luận.văn).improving.personal.selling.activities.a.case.of.nordic.car.company.in.ho.chi.minh.city.vietnam 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