Untitled BỘ GIÁO DỤC VÀ ĐÀO TẠO TRƯỜNG ĐẠI HỌC KINH TẾ TÀI CHÍNH THÀNH PHỒ HỒ CHÍ MINH FINAL ASSIGNMENT Sales Management Group 7 Nguyễễn Quyễết Tiễến Đ ng Thùy Ly Băngặ Huỳnh Ng c ọ Thanh L ng Nguyễễn[.]
lOMoARcPSD|38119299 BỘ GIÁO DỤC VÀ ĐÀO TẠO TRƯỜNG ĐẠI HỌC KINH TẾ - TÀI CHÍNH THÀNH PHỒ HỒ CHÍ MINH - FINAL ASSIGNMENT Sales Management Group Nguyễễn Quyễết Tiễến Đặng Thùy Ly Băng Huỳnh Ngọc Thanh Lương Nguyễễn Quốếc Thịnh Lễ Hoàng Linh Lecturer: Nguyễn Đức Công Class: 222.MGT1107E.A02E Thành phố Hồ Chí Minh, tháng năm 2023 Downloaded by van nguyen (nguyenbecoi.0705@gmail.com) lOMoARcPSD|38119299 Table of Contents CHAPTER I: CORPORATE STRATEGY I: OVERVIEW OF TRUNG NGUYEN COFFE COMBPANY .3 II: ENVIRONMENTAL ANALYSIS OF TRUNG NGUYEN COFFEE .5 II.I MACRO ENVIRONMENT .5 II.II: MICRO ENVIRONMENT III ANALYSIS OF PESTEL MODEL OF TRUNG NGUYEN 11 IV ANALYSIS OF THE FORCES OF TRUNG NGUYEN COFFEE .21 V ANALYSIS OF THE 5M MODEL OF TRUNG NGUYEN COFFEE 23 VII CANVAS ANALYSIS OF TRUNG NGUYEN COFFEE 27 VI SWOT ANALYSIS 37 CHAPTER II MARKETING STRATEGY 40 II.I S-T-P STRATEGY OF TRUNG NGUYÊN 40 II.II MARKETING-MIX STRATEGY ANALYSIS 44 CHAPTER III : SALES STRATEGY .47 SALE ORGANIZATION 47 1.1 Overview of Trung Nguyen's organizational structure 47 1.2 Sales organization chart of Trung Nguyen 50 SALE PROCESS 54 2.1 The Selling process .54 2.2 Sales script (real estate) .56 SALES TARGET 70 SALES BUDGET .72 Sales Staff Recrui .76 5.1 Recruitment process 76 5.2 Job requirement of Trung Nguyen 80 TRAINING PROGRAM 83 MOTIVATION 88 7.1 Sales motivational factors 88 7.2 Employee motivation programs of Trung Nguyen 91 EVALUATION 93 8.1 Evaluation of Trung Nguyen coffee brand .93 8.2 Trung Nguyen's sales force assessment process .95 8.3 Evaluate the positions of Trung Nguyen's sales force .97 Downloaded by van nguyen (nguyenbecoi.0705@gmail.com) lOMoARcPSD|38119299 CHAPTER I: CORPORATE STRATEGY I: OVERVIEW OF TRUNG NGUYEN COFFE COMBPANY Brief introduction of Trung Nguyen coffee company Born in the middle of 1996 - Trung Nguyen is a fledgling coffee brand in Vietnam, but has quickly built up a reputation and become the most familiar coffee brand for both domestic and foreign consumers In just 10 years, from a small coffee company in the middle of the coffee capital Buon Ma Thuot, Trung Nguyen has risen to become a powerful corporation with member companies: Trung Nguyen Joint Stock Company, the company Trung Nguyen Instant Coffee Joint Stock Company, Trung Nguyen Coffee Company Limited, G7 Trading and Service Joint Stock Company and Vietnam Global Gateway Joint Venture Company (VGG) with main industries including: production, processing processing and trading tea and coffee; franchise and modern distribution and retail services In the future, Trung Nguyen Group will develop with 10 member companies, dealing in a variety of industries Pioneering in applying the franchise business model in Vietnam, Trung Nguyen now has a network of nearly 1000 franchised cafes nationwide and overseas such as the US, Japan, and Singapore , Thailand, China, Cambodia, Poland, Ukraine Trung Nguyen coffee products and G7 instant coffee have been exported to 43 countries around the world with key markets such as the US and China Besides, Trung Nguyen has also built a system of more than 1000 convenience stores and G7Mart distribution centers nationwide Company history and development Dang Le Nguyen Vu is the founder, chairman and general director of Trung Nguyen Coffee Group Vietnam; He was honored by Forbes Asia as "Vietnamese Coffee King" In 1990, he entered the Central Highlands Medical University, during this time he also started the process of researching about coffee In 1996, he and other friends established "Trung Nguyen Coffee Company" with only roasting, grinding coffee and delivering it to other shops After years with the accumulated capital, he and his friends established the first Trung Nguyen coffee shop in Ho Chi Minh In 2000, Trung Nguyen coffee entered Hanoi capital and implemented the franchise model For the next years, Trung Nguyen Group successfully franchised in Japan and Singapore In 2008, Mrs Le Hoang Diep Thao-wife of Mr Dang Le Nguyen Vu at that time established an office in Singapore By 2010, Trung Nguyen had exported to more Downloaded by van nguyen (nguyenbecoi.0705@gmail.com) lOMoARcPSD|38119299 than 60 countries around the globe and conquered difficult markets such as the US, Japan, China In 2016, Trung Nguyen became the largest coffee shop chain in Southeast Asia Up to now (4/2021) in Vietnam Trung Nguyen has 431 coffee shops, including 354 Trung Nguyen E-Coffee and 77 Trung Nguyen Legend stores In addition, in the international market, Trung Nguyen Legend has successfully joined the system of large global supermarket chains such as Metro in Russia, Costco in Australia and Costco Business Center in the US, 7-Eleven in Thailand, Lotte and Homeplus of Korea Vision and mission - Vision: To become a corporation that promotes the rise of the Vietnamese economy, maintains the autonomy of the national economy and arouses and proves a desire for Dai Viet to discover and conquer - Mission: Building a leading brand by bringing coffee drinkers creative inspiration and pride in Trung Nguyen style imbued with Vietnamese culture Product lines Premium Trung Nguyen Coffee - Weasel weasel coffee - Legendee weasel coffee - Creative Roasted Coffee - Group of popular roasted and ground products - Group of processed products 1, 2, 3, 4, - Group of innovative products 1, 2, 3, 4, Pure coffee beans G7 instant coffee Fresh Coffee Brothers sweetened condensed cream Retail Items - Great aluminum filter - Copper drum aluminum filter - Trung Nguyen Legend thermos bottle - white - Trung Nguyen Legend thermos bottle-black - Trung Nguyen Legend thermos bottle - silver Paintings and umbrellas - Trung Nguyen E-Coffee canvas painting - Paintings of great beauty-beauties - E-Coffee Central Highlands Downloaded by van nguyen (nguyenbecoi.0705@gmail.com) lOMoARcPSD|38119299 II: ENVIRONMENTAL ANALYSIS OF TRUNG NGUYEN COFFEE II.I MACRO ENVIRONMENT Economic factors Vietnam is on the rise with many new opportunities for cooperation and integration, which has a great impact on businesses in our country and for Trung Nguyen this is an opportunity to integrate and develop into the international market When the economy develops, income increases, demand also increases, creating conditions for production and business to develop According to the website of the General Statistics Office, in general, Vietnam's economic growth rate has grown significantly over the years In 2020, despite the strong impact of the Covid-19 pandemic, the scale of Vietnam's digital economy will still reach 14 billion USD, contributing about 5.2% of GDP with the strong development of the digital economy information technology, e-commerce; telecommunication The "e-Conomy SEA 2020" report also shows that Vietnam and Indonesia are the two countries with the leading digital economic growth rates in the ASEAN region with an average growth rate of 27% in the period 2015-2020 -But now our country is still a developing country, the average income is more than 60 million VND/year, with such an income level, spending for a cup of coffee costs from 40000-70000 VND is the most important thing difficult According to Euromonitor's assessment, the coffee and tea chain market in Vietnam has an annual scale of about billion USD, but no unit has yet won an overwhelming market share Including popular names such as Highlands Coffee, Starbucks, The Coffee House, Phuc Long and Trung Nguyen also account for less than 20% of the market share Recent research by the World Bank shows that Vietnam's domestic market can consume up to 70,000 tons of coffee per year That is, with a coffee output of 700,000-800,000 tons/year, domestic coffee consumption reaches nearly 10% Meanwhile, according to the World Coffee Association, domestic consumption of Vietnamese coffee is currently only nearly 3.6%, the lowest level among coffee producing countries Nature Weather and climate, soil also affect the quality of coffee beans If the weather is not favorable, coffee cultivation is affected, the supply of coffee is not guaranteed, directly affecting the business of the store The weather in Vietnam in recent years has become more and more erratic Droughts, floods, landslides, storms and floods have complicated developments, seriously affecting our country's economy which depends heavily on agricultural production Downloaded by van nguyen (nguyenbecoi.0705@gmail.com) lOMoARcPSD|38119299 Politics With a stable political environment, together with policies and decrees to support businesses to develop, and protect the legitimate rights and interests of businesses in our country, it has created many favorable conditions not only for Highland Coffee but also many other businesses have an environment for sustainable development In addition, the source of raw materials of domestic coffee chains is the domestic source of coffee, our country has many policies to support the development of both coffee resources, thereby obtaining both quality and together raw materials resonate to develop with the coffee growing industry - Coffee is protected by the state in terms of rights and brands, supports product prices and facilitates exports to foreign countries, besides, the state establishes a coffee association to operate and develop coffee with the purpose of thoroughly grasping the lines and policies of the State Party, protecting each other from monopolistic acts, market disputes that infringe upon the interests of enterprises, and protecting the interests of Vietnamese coffee in the market With the accession to WTO, Vietnam's coffee industry has had a new transformation, especially Trung Nguyen coffee has been known not only in the country but also in the foreign market, creating more development orientations Social factors The attraction of delicious flavors has brought coffee beyond Ethiopia, spread across continents and quickly become the most valuable agricultural commodity in global trade The most prominent trend in 2009 was the introduction of new coffee products using healthful flavors for consumers The International Coffee Organization has collaborated with many reputable research institutes and universities to research and clarify the relationship between coffee and health Drinking coffee will help reduce the risk of hepatocellular carcinoma or liver cancer for short, drinking coffee can help cure eyelid spasms, reduce the risk of bowel cancer by 25%, bile cancer by 45% , pulmonary fibrosis 80% and Parkinson's disease 50- 80% Although people have mentioned the toxic effects of acrylamide and furan as carcinogens to rodents, the levels of these substances in coffee are negligible Thereby, showing many benefits of coffee for human health, especially anti-aging effects Currently, consumers increasingly attach importance to the evaluation of coffee quality Vietnam, as well as some neighboring Asian countries, have a long tradition of drinking tea Drinking coffee is a new habit introduced to our country not long ago, except for a few people who have had the habit of drinking coffee in the style of the French before The introduction of coffee into the culinary culture of Vietnamese people is a long-term, enduring work that cannot be overnight Downloaded by van nguyen (nguyenbecoi.0705@gmail.com) lOMoARcPSD|38119299 Trung Nguyen has a prominent advantage, that is, it is located right in Buon Ma Thuot, the hometown of coffee Therefore, Trung Nguyen easily creates cultural similarities with coffee material suppliers as well as easily creates the characteristics of Vietnamese coffee in each of its coffee products This is the point Trung Nguyen's strength compared to other competitors when building trading relationships and brand image Population factors Vietnam, a country with 58 million people of actual working age (between 15 and 64 years old), is in the "golden population" period: on average, two workers support one dependent there is a “golden” opportunity when employing an abundant young workforce In the second quarter of 2009, the Institute of Policy and Strategy for Rural Development conducted a study on domestic coffee consumption in two big cities, Hanoi and Ho Chi Minh City Survey results from 540 families, 60 coffee drinkers at coffee shops and 40 coffee shops in Hanoi and Ho Chi Minh City show that coffee consumption in both cities has increased in quantity and value One of the main reasons for that is the emergence of many Western-style cafes and people's growing preference for high-quality coffee This survey shows that customers in their youth and adolescence have the fastest increase in coffee consumption, both in terms of powdered and instant coffee Young and middle- aged groups have the highest level of coffee consumption The old age group increased consumption very little and only increased consumption of powdered coffee In terms of industries, those who work a lot on the mind and have professional skills, technicians consume the most coffee Consumption also increased sharply in unskilled labor The South has 4-5 times higher consumption than the North and Central regions Surveys in two big cities show that, in 2008, the average family in Ho Chi Minh City consumed 6.1 kg of coffee/year, times higher than in Hanoi In Ho Chi Minh City, more coffee is consumed at the cafe In contrast, Hanoi drank more at home and a significant group drank in the office Technology infrastructure Trung Nguyen is a large corporation with solid infrastructure that is fully qualified to perform and manage basic operations with the best efficiency: Having its headquarters and distribution center in the shopping center is Ho Chi Minh City along with branches in other major cities across the country Besides, there are production factories with the most advanced technology machines, bringing unique products with Trung Nguyen's own characteristics Downloaded by van nguyen (nguyenbecoi.0705@gmail.com) lOMoARcPSD|38119299 Moreover, the market for equipment and machinery for coffee production is not diversified due to the absence of new technologies Therefore, the pressure of technological innovation to enhance competition for Trung Nguyen is negligible II.II: MICRO ENVIRONMENT Customer -The customers that G7 cafe in particular and Trung Nguyen Group in general aim at are all coffee enthusiasts around the world, regardless of age, gender, geographic location or work income In Vietnam, the instant coffee market in the North has stronger growth than other regions, because consumers here are tending to switch from the traditional drink of tea to coffee With the promotion based on the national spirit, G7 has attracted a lot of customers (mostly in the North) -Consumer market: -Trung Nguyen's customers are quite diverse with all types of subjects: from young people, traders, freelancers, unemployed to office workers, people with high incomes, and the elderly -The largest amount and value of coffee consumed falls in the middle-aged (35-50 years old) and old (over 50 years old) age groups, but the young (15-35 years old) group tends to increase consumption strong coffee -Occupation: Technician, management leader, professional, office worker and service industry worker -The style and habits of each person when drinking coffee are not the same: -Stay awake at work or study -Enjoy the taste of coffee -Come to coffee to receive partners -Because the company's famous brand -> more stylish, more professional style, -Weaknesses: Trung Nguyen's strategy is aimed at the majority of Vietnamese consumers, without clearly defining target customers -Solution: Find out the market gap, market segment, target customer segment -Institutional market Organizations, schools, hospitals, NGOs, non-profits, 2, Supplier Downloaded by van nguyen (nguyenbecoi.0705@gmail.com) lOMoARcPSD|38119299 • Coffee - Because of the advantage of being located in Buon Ma Thuot area - the coffee capital, because today the intermediary companies that supply raw materials face many difficulties, many companies default → Trung Nguyen uses direct purchasing Direct purchasing: Invest in and manage farmers' coffee farms, turn coffee farms into a part of the business → take initiative in raw materials • Packaging - Phuong Nam Packaging Production Trading Co., Ltd - Vietnam Packaging and Printing Ink Company Vinapackink • Machinery and equipment -Neuhaus Neotec Company - the world's leading manufacturer of coffee processing equipment in Hoykenkamp - Germany Marketing intermediaries -With the goal of its products spreading throughout Vietnam and around the world, Trung Nguyen has made distribution with many different channels - Trung Nguyen maintains a franchise system (franchised stores) including more than 1000 coffee shops throughout Vietnam and abroad such as the US, Japan, Thailand Consumers can also find G7 products in small grocery stores, meeting the needs of convenient shopping, close to the home of Vietnamese people -G7 mart system is also a modern and huge retail distribution system of Trung Nguyen with the selling price being the price offered by the manufacturer and agreeing on the same price nationwide Trung Nguyen also conducts media marketing on television, advertising posters with impressive slogans to reach consumers faster, Competitor Direct: • Nestle's Nescafe + Advantages: - Is a famous and long-standing coffee brand in the world (1938) - Diversity of coffee products - Know how to adapt and develop products, launching products that are suitable for Vietnamese people's taste - Distributed all over the country so consumers can buy easily Downloaded by van nguyen (nguyenbecoi.0705@gmail.com) lOMoARcPSD|38119299 + Disadvantages - The price is higher than Trung Nguyen's similar products - Because it belongs to a foreign company, it is difficult to approach customers with the idea of "Vietnamese people use Vietnamese goods" - Not using modern distribution system yet - Only selling packaged and ready-to-drink coffee, but no instant coffee shop system • Vinacafé of Bien Hoa Joint Stock Company + Advantages: - Is a long-standing and prestigious brand in the Vietnamese market - Wide range of products - Cheap price, suitable for Vietnamese consumers - Strong distribution system makes it easy for consumers to access products - Be the exclusive partner to supply products for all flights of Vietnam Airlines + Disadvantages: - Weak facilities, outdated technology - Roasted coffee occupies a small market - Adventurous Marketing Strategy And Café Vinamilk of Vietnam Dairy Products Joint Stock Company – Vinamilk, Maccoffee of Food Empire Holdings Indirect: • Gold Sting • Monster Energy Drink Latent: Besides direct competitors like on Trung Nguyen coffee, Trung Nguyen coffee is facing potential domestic competitors such as Thai Hoa, An Thai, Phu Thai, CADA, VICA However, the above brands has become familiar to consumers for a long time, it is very difficult to change habits Therefore, the barriers to entry for potential competitors are not high General Public 10 Downloaded by van nguyen (nguyenbecoi.0705@gmail.com)