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Tiêu đề Sales Management of Coca-Cola Company
Tác giả Vu Gia Anh
Người hướng dẫn Nguyen Tien Huy
Trường học University of Economics & Finance Ho Chi Minh City
Chuyên ngành Sales Management
Thể loại Final Report
Thành phố Ho Chi Minh City
Định dạng
Số trang 37
Dung lượng 4,12 MB

Cấu trúc

  • Chapter I. INTRODUCTION PRODUCT AND COCA-COLA COMPANY (0)
    • I. About Vietnam Dairy Joint Stock Company (4)
      • 1. Vietnam dairy joint stock company (4)
      • 2. Development process (4)
      • 3. Some important points (6)
    • II. Product Coca-Cola (6)
      • 1. Brand strategy (6)
      • 2. Product strategy (8)
    • III. Some Strengths And Weaknesses Of Product (8)
      • 1. Strengths of product (8)
      • 2. Weaknesses of product (9)
    • IV. Proposals To Improve Product (9)
      • 1. Use of natural raw material (9)
      • 2. Product diversification (9)
      • 3. Forcus on the environment (0)
  • Chapter II. SALE ORGANIZATION (0)
    • I. Levels In Coca-Cola's Organizational Structure (10)
    • II. Management Model Of Coca-Cola (10)
    • III. Analysis Of The Organizational Chart, Organizational Structure Of Coca- Cola (11)
    • IV. Advantages - Disadvantages Of Coca-Cola's Organizational Structure (12)
  • Chapter III. SELLING PROCESS OF COCA-COLA COMPANY (0)
    • I. Research The Market (13)
    • II. Identify Intermediate Distributors (13)
    • III. Negotiations And Agreements (13)
    • IV. Create Orders, Pay And Delivery (14)
    • V. Suggestions For Improvement (14)
  • Chapter IV. SALES TARGET (0)
    • I. Segmentation (15)
    • II. Overview Of Sales Target In 2023 (16)
    • III. Disclaimer, Advantages, And Some Proposed To Increase Targeted (17)
      • 1. There are many factors that can lead to a decrease in Coca-Cola's sales, (17)
      • 2. There are many factors affecting Coca-Cola's revenue growth, here are (18)
      • 3. Here are some suggestions to help increase Coca-Cola's sales (18)
  • Chapter V. SALES BUDGET (0)
  • Chapter VI. SALES STAFF RECRUITMENT (0)
    • I. Employment Conditions (22)
    • II. Recruitment Rounds Of Coca-Cola (22)
    • III. Some Advantages And Disadvantages Of Sales Staff Recruitment Of Coca- Cola (24)
      • 1. Advantages (24)
      • 2. Disadvantages (24)
  • Chapter VII. SALES STAFF TRAINING (0)
    • I. Human Resource Training And Development At Coca-Cola (25)
    • II. Some Solutions To Enhance Coca-Cola's Training And Human Resource (28)
  • Chapter VIII. MOTIVATION (0)
    • I. Coca-Cola's Remuneration Policy (30)
    • II. Some Advantages And Disadvantages Of Coca-Cola's Remuneration Policy (30)
  • Chapter IX. EVALUATION (0)
    • I. Sales Department (31)
      • 1. Job-related characteristics (33)
      • 2. Characteristics related to individual behavior (33)
    • II. Proposal (35)

Nội dung

in Ho Chi Minh City.- 01/1998: Coca-cola Indochina Pte CCIL continues its joint venture with Da Nang Beverage Company, forming Coca-cola Non Nuoc Carbonated Beverage Co., Ltd.- October 1

INTRODUCTION PRODUCT AND COCA-COLA COMPANY

About Vietnam Dairy Joint Stock Company

1 Vietnam dairy joint stock company:

English name: Coca-cola Beverages Vietnam Ltd Coca-Cola

Head Office: 485 Hanoi Highway - Linh Trung Ward - Thu Duc District - Ho Chi Minh City

Email: vu@coca-cola.com

Website: http://www.cocacolavietnam.com

In Vietnam, Coca-Cola is fully named Coca-Cola Beverage Vietnam Co., Ltd., English name is Coca-Cola Beverages Vietnam Ltd Coca-Cola was first introduced in 1960, but in January 2001 Coca-Cola Beverage Vietnam Co., Ltd. was officially established after merging 3 Coca-Cola businesses in 3 North, Trung, South into 1 unified company.

Coca-Cola Vietnam currently has factories located in 3 cities in the North, Central and South: Ho Chi Minh City, Da Nang and Hanoi, helping the company to easily distribute and expand the distribution network in all 3 regions, providing full products to dealers in all 3 regions across the country Coca-Cola Vietnam Co., Ltd also creates about 4,000 jobs directly as well as indirectly, creating 6 to 10 times more jobs from its supply chain activities Through continuous development efforts, Coca-Cola Beverage Vietnam Co., Ltd is currently ranked 3rd in the Top

10 prestigious beverage companies in 2020 - Industry group: Non-alcoholic beverages (soft drinks, tea, coffee ) according to Vietnam Report.

- 1960: Coca-cola was introduced in Vietnam for the first time.

- February 1994: Coca-Cola returns to Vietnam within 24 hours of the U.S lifting its trade embargo on Vietnam.

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- 8/1995: Coca-Cola Indochina Pte (CCIL) entered into a joint venture with Vinafimex, a state-owned enterprise under the Ministry of Agriculture and Rural Development, to form Coca-Cola Ngoc Hoi in Hanoi.

- 9/1995: Coca-cola Indochina Pte Co., Ltd (CCIL) entered into a joint venture with Chuong Duong Beverage Company, forming Chuong Duong Coca-Cola Carbonated Beverage Co., Ltd in Ho Chi Minh City.

- 01/1998: Coca-cola Indochina Pte (CCIL) continues its joint venture with Da Nang Beverage Company, forming Coca-cola Non Nuoc Carbonated Beverage Co., Ltd.

- October 1998: The Vietnamese government allows joint venture companies in the South to convert to 100% foreign-invested companies.

- March 1999: The government allows Coca-Cola Indochina to acquire its entire stake in the Central Joint Venture.

- 8/1999: The Government allowed Coca Cola Ngoc Hoi joint venture to be converted into a 100% foreign-owned enterprise called Hanoi Coca-Cola Beverage Company.

- January 2001: The Vietnamese Government allowed the merger of 3 enterprises in 3 Northern, Central and Southern regions into a unified company called Coca- Cola Beverage Vietnam Co., Ltd., headquartered in Thu Duc, Ho Chi Minh City and 2 branches in Ha Tay and Da Nang.

- 1/3/2004: Coca-cola Vietnam was transferred to Sabco – one of Coca-cola's famous bottling corporations in the world.

- 2004 - 2012: After becoming a 100% foreign-owned company, Coca-Cola Beverage Vietnam Co., Ltd continuously reported losses for many consecutive years despite the steady increase in revenue every year Specifically, in 2004, Coca-Cola Vietnam's revenue only reached VND 728 billion, by 2010 this figure increased to VND 2,529 billion, nearly 3.5 times higher in 7 years However, the company still reported losses.

- 2012: Coca Cola Vietnam took over bottling operations from Sabco in this market.

- 2013, 2014: After public opinion about Coca Cola reporting losses, along with questions of transfer pricing and tax evasion, this is the first year Coca-Cola reported profits after many consecutive years of losses Specifically, profit in 2013 and 2014 was VND 150 and VND 357 billion, according to data published by the HCMC Tax Department.

- 2015-2019: The company continuously grew in revenue and profit, so the company started paying taxes.

- 2019: Coca-Cola Vietnam was recognized as the top 2 sustainable enterprises in Vietnam by VCCI and Top 1 most favorite employers by Career Builder.

1994: Coca-Cola officially imported and distributed its first products in Vietnam.

2008: Coca-Cola Vietnam opened its first factory in Hanoi with a production capacity of up to 750 million liters / year.

2013: Coca-Cola Vietnam launches the SWEET WINE IN NEED OF CONDITIONS program, committing to the government and communities to use water sustainably.

2017: Coca-Cola Vietnam introduces the first 100% recycled PET bottle in Vietnam, helping to reduce the amount of plastic waste.

2019: Coca-Cola Vietnam officially launched the world's first 100% recycled PET bottle made from 100% recycled plastic in Vietnam.

2021: Coca-Cola Vietnam announced plans to invest US$200 million to build two more manufacturing plants in Hai Phong and Binh Duong,marking the company's sustainable development in Vietnam.

Product Coca-Cola

Coca-Cola is one of the leading beverage brands in Vietnam and in the world, with a diversified product portfolio, meeting the needs of customers from beverage products and other products Here are some of Coca-Cola's standout products:

Carbonated soft drinks (Coca-Cola, Sprite, Fanta, ) Needless to say, the popularity of Coca-Cola carbonated drink globally – the symbol of the beverage for hundreds of years Coca-Cola is a refreshing carbonated drink, with a characteristic Cola flavor and a hint of caffeine; Help users not only feel refreshed but also make moments of rest, more delicious meals The main ingredients of Coca Cola include: CO2 saturated water, cane sugar, HFCS sugar, food coloring, acidity, natural flavorings and caffeine

Juice and fruitmilk drink( Minute Maid, Nutriboost, ) Minute Maid is a juice made from fresh, clean fruit that helps create fresh, nutritious juice Nutriboost is a nutritional drink combining fresh, delicious, nutritious milk and juice, supplementing energy for 1 productive working day.

Image 2:Juice and fruitmilk drink

Filtered Water and Tea(Fuze Tea, Aquarius, Dasani, ): Carbonated mineral water drinks provide the body with adequate water and mineral resources Aquarius is a drink with a fortified formula, supplemented with electrolytes and minerals to help rehydrate the body, making life more active.

Image 3:Filtered Water and Tea

Coca-Cola has developed this product strategy very successfully, aiming to meet the needs of customers while helping the company earn a lot of profits. of the important factors in Coca-Cola's product strategy is product diversity.Coca-Cola has created a wide product portfolio, meeting the dietary and nutritional needs of all customer segments In this way, the company creates more opportunities for customers to choose products that suit their needs and strengthens customer relationships.

Some Strengths And Weaknesses Of Product

From 1995 to 2020, Coca-Cola was recognized by consumers as one of the

10 high-quality Vietnamese brands Compared to other milk suppliers, Coca- Cola has spent more than 137 years of construction and development, this milk brand has long had a firm foothold in the hearts of customers.

Currently, Coca-Cola has defined its strategy and long-term orientation on the new business model The brand maintains its No 1 position in the Vietnamese market and aims to become the world's largest beverage company.

Coca-Cola responds to consumer needs by continuously launching diverse product lines Some outstanding products of the brand are: Coca-Cola with Coffee, Coca-Cola Clear, Coca-Cola Energy ,

Coca-Cola's products have a characteristic delicious taste, meeting nutritional solutions In addition, although the product has 5-star quality, Coca-Cola's price is relatively low, suitable for the income of all users. Products "covering the country":

Coca-Cola brand has almost spread across all provinces and cities in Vietnam In addition, with optimal quality, Coca-Cola's products are also exported to foreign markets With a wide network, Coca-Cola dairy products are always well received by consumers As a result, strategies for launching new products and promoting images are also more effective.

Currently, not only present in supermarkets, convenience stores, markets,etc Coca-Cola's products are also traded online on e-commerce sites.Professional marketing strategy:

Coca-Cola's advertising and marketing programs must be familiar to consumers Besides providing quality products, Coca-Cola's communication campaigns are also very successful With professionalism and humanistic content, the brand's marketing products easily touch the hearts of viewers.

In addition, Coca-Cola always puts the research and product development process on top At the same time, the brand is also very interested in the needs and tastes of consumers The marketing team of Coca-Cola always keeps ahead of trends and makes full use of the media and social networks to best promote the brand.

Coca-Cola brand owns a stable and safe capital source, ensuring financial autonomy Abundant finance is also one of the brand's top strengths. Compared to other businesses struggling with interest rates, Coca-Cola always generates revenue from many other sources.

High in sugar and calories: Coca-Cola contains a lot of sugar and calories, so consuming too much Coca-Cola can lead to obesity and related health problems.

Coca-Cola contains caffeine, a stimulant that can be addictive, and excessive consumption can lead to health problems such as anxiety, insomnia, tachycardia, and digestive upset.

Impact on teeth: Coca-Cola contains acids and sugars, which can cause damage to tooth enamel and lead to the growth of bacteria in the mouth.Coca-Cola production and consumption both have an impact on the environment, from using water resources to producing and treating waste.Coca-Cola is facing stiff competition from other products, especially sugar- free soft drinks and natural fruit juices.

Proposals To Improve Product

1 Use of natural raw materials:

Coca-Cola can use more natural ingredients to create products, which increases environmental friendliness and reduces harmful chemicals.

Coca-Cola can diversify its products by adding new flavors or creating different products to meet different consumer preferences and needs.

SALE ORGANIZATION

Levels In Coca-Cola's Organizational Structure

According to the organizational chart of Coca-Cola, the levels in the company are stratified in the following order:

Management Model Of Coca-Cola

- According to international practices on corporate governance, joint-stock companies are recommended to build an organizational structure according to the 1-level governance model and the 2-level governance model.

- Specifically, the 1-level model is a model that includes the general meeting of shareholders and the board of directors, the board of directors, in addition to the audit committee under the board of directors This model will not have a supervisory board, however, there will be independent members of the board of directors with supervisory roles and holding the audit committee. Meanwhile, the 2-level model has a general meeting of shareholders and a board of directors like the one above, but with an additional supervisory board and a board of directors.

- For Coca-Cola, the company has put independent members on the board of directors, submitted to the general meeting of shareholders to approve the transformation to a one-tier governance model It can be said that the company has pioneered the transformation to a most advanced management model today.

- The restructuring of Coca-Cola's organizational structure aims to help shareholders have better supervisory capacity than the board of directors or the board of directors This is the premise to help increase the value of the company now and in the future.

Analysis Of The Organizational Chart, Organizational Structure Of Coca- Cola

Through the above diagram, Coca-Cola currently has the following functional divisions:

- The General Meeting of Shareholders of Coca-Cola's organizational structure includes all shareholders who have voting rights from ordinary shareholders to voting preference shareholders The General Assembly is the highest decision-making body of a joint-stock company.

- The General Meeting of Shareholders will have the right to decide on the business plan and the task of ensuring production based on the development orientation of the company In addition, the general meeting of shareholders can also decide to amend or supplement the charter capital of the company.

- Some other powers of the Shareholders' Council are to elect or remove or dismiss members of the Board of Directors and Supervisory Board or decide to dissolve or reorganize the company.

- The Board of Directors is the highest management body in Coca-Cola's organizational structure This position has full authority on behalf of the enterprise to decide on all issues related to the company's objectives and interests, except for matters under the authority of the general meeting of

11 shareholders Coca-Cola's Board of Directors is elected by the general meeting of shareholders, including a chairman of the board of directors and

Since 2015, the highest position of Coca-Cola has been held by Ms Le Thi Bang Tam, however, in April 2022, Mr Nguyen Hanh Phuc officially became the new Chairman of the Board of Directors for the 2022 term to 2026 in place of Ms Le Thi Bang Tam.

Director, General Director of the company:

- The director or general director of the company in the organizational structure of Coca-Cola is the person who runs the business of the company. This position will be held by the board of directors responsible for appointing a member of the board or recruiting new personnel.

- Currently, Coca-Cola's General Director is Ms Mai Thi Kieu Lien She is considered the person who helped put the Coca-Cola brand on the world map with many contributions to the company and society.

- Her wise strategies and decisions have helped Coca-Cola continuously invest, improve, and bring many quality products to domestic consumers At the same time, the company's export and international business also achieved many impressive achievements.

- The Supervisory Board in the organizational structure consists of 4 members elected by the general meeting of shareholders The term of the Supervisory Board elected is 5 years The members will be re-elected and the number of terms is unlimited.

- The Supervisory Board has the function and task to check the legitimacy,rationality, honesty, and level of caution in the process of managing and operating business activities Inspection and supervision activities include accounting, statistics and financial reporting to ensure the legitimate interests of shareholders In particular, this unit will operate independently from the board of directors and the board of directors.

Advantages - Disadvantages Of Coca-Cola's Organizational Structure

- Divisions in Coca-Cola's organizational structure will receive direct instructions from a superior leader This means that the work is centralized in a single point, employees can easily exchange and report.

- The company's staff will bring into full play the advantages of industry specialization according to each function and position being held.

SELLING PROCESS OF COCA-COLA COMPANY

Research The Market

At enterprises, there is always at least one position named market development officer And Coca-Cola is no exception This employee/department will be responsible for analyzing data, finding out information about the market, searching for potential areas, new or untapped, in line with the development goals of the business.

At the same time, throughout this process, the market development staff is also responsible for finding target customers and buyers in the area who are in need of accessing the company's products.

Identify Intermediate Distributors

After completing the market research stage, Coca-Cola needs to identify intermediate distributors or buyers who will access their products These buyers are not fixed in any way It could be a large supermarket chain like WinMart, convenience stores like Circle K or simply a small grocery store in the neighborhood These objects have different needs, with different purchasing power as well as financial capacity.

Therefore, Coca-Cola's task is to firmly grasp the information of these buyers, manage and classify data according to different factors to serve the next steps.

Negotiations And Agreements

Once the information about the buyer is known, Coca-Cola will directly negotiate and agree with the buyers Each intermediary will have a different

13 ability to consume products, along with a difference in customer frequency. Therefore, the milk supplier needs to propose and negotiate a reasonable and agreeable discount with the buyer while still ensuring the interests of the business.

When the negotiation is completed and an agreement is reached, the two parties will jointly sign the contract and shake hands on cooperation This contract will clearly state the discount rate as well as the time required for payment (depending on the agreement of the two parties).

Create Orders, Pay And Delivery

To end the company's sales process, Coca-Cola will create an order to transfer to the buyer to keep This order is implemented in two forms: online and in person For the direct form, the buyer will receive the pre-made form with the product For the online application form, the Company will create the application via the electronic form.

After that, the company will transport and hand over the products to the buyer step by step, in accordance with the business's process, from the inspection step to the delivery step The process of payment and acceptance will take place as agreed in the contract.

Suggestions For Improvement

Here are some proposals that could improve Coca-Cola's selling process:

Enhancing sales skills for employees: Coca-Cola can provide sales staff with training courses or training programs to improve their sales skills This helps sales staff become more confident when interacting with customers and able to explain products or services more professionally.

Investing in technology: Coca-Cola can use technology to minimize the time and effort of sales staff, as well as help them interact with customers more efficiently For example, using customer management software helps sales staff track customer information, quickly search for customer information, and easily manage customer information.

Strengthening advertising and marketing: Coca-Cola can strengthen its advertising and marketing strategies to increase its access to potential customers This may include using online advertising tools such as Google AdWords or advertising on social media, as well as organizing events to display Coca-Cola's products or services.

Improving customer service: Coca-Cola can improve its customer service by responding quickly and effectively to customer requests, increasing customer satisfaction and trust in Coca-Cola's products or services.

Seeking business partners: Coca-Cola can seek business partners to introduce its products or services to new customers This helps increase the

SALES TARGET

Segmentation

Segment Demographic Psychology Behavior Geography

Style: Likes outdoors, likes to hang out with friends.

User status: potential/daily users.

Income: no income or low income.

Personality: energetic, enthusiastic , interested in novelty.

User status: new/potential/ daily users.

Good for the development of the body, recharge energy.

Family size: single or 3-4 people.

Social class: middle and upper class.

Good for health, delicious taste, convenience.

Vietnam Populatio n density: Medium to high.

Social class: middle class, upper class.

Vietnam (from big cities to small villages). Population density:

Calm, caring, loving life, cheerful.

Lifestyle: busy or not free, care about health. milk helps maintain strong bones or bone structure.

Income: pension, most live off of their children.

Family: single, with children, married without children.

Social classes: middle class, upper class.

Organized, health- conscious, focused on improving physical and mental well- being, seeking peace.

Benefits to look for: affordable, easy to buy, fight osteoporosis, keep body hydrated, increase resistance, reduce fatigue.

Usage rate: medium-high users.

Usage situation: At leisure, in gathering events.

Overview Of Sales Target In 2023

Revenue: Coca-Cola's revenue target for fiscal year 2023 is VND 70,000 billion, up 14.8% over the previous year Production costs: Optimizing production processes and investing in new technologies, Coca-Cola aims to reduce the production cost of a product unit to less than 5% compared to the previous year.

Cost management: Coca-Cola will continue to strengthen cost management and invest in new research and development projects, aiming to reduce the company's total financial expenses to less than 7% year-on-year

Intergergrated budgets target for all programs:

(Social media, billboards, and email marketing)

Publicity/PR 50.000.000 VND 50.000.000 VND 50.000.000 VND Rent a place to sell

Sales incentives 10.000.000 VND 10.000.000 VND 10.000.000 VND Sales support 10.000.000 VND 15.000.000 VND 20.000.000 VND Sales training 10.000.000 VND 15.000.000 VND 20.000.000 VND Customer service support

5.000.000 VND 8.000.000 VND 10.000.000 VND TOTAL 300.000.000 VND 318.500.000 VND 335.500.000 VND

Advertising and marketing: Coca-Cola aims to invest heavily in advertising and marketing campaigns, including online and offline activities, and achieve sales growth of at least 15%.

Research and development: Coca-Cola aims to invest heavily in research and development to develop new products and improve the quality of existing products The company's goal is to account for 20% of the total research and development costs of the dairy industry in Vietnam.

Disclaimer, Advantages, And Some Proposed To Increase Targeted

1 There are many factors that can lead to a decrease in Coca-Cola's sales, here are some of the main disadvantages:

Vietnam's dairy market is facing increasingly fierce competition from domestic and international competitors, making it difficult for Coca-Cola to maintain and expand its market share.

Milk consumption can be affected by the economic situation, price, and consumption habits of consumers.

Many new products are introduced by competitors, which can compete directly with Coca-Cola's products and reduce the company's sales.

Coca-Cola also faces supply risks, such as shortage of input milk supply or product quality risks.

Coca-Cola's marketing and advertising strategy may also face challenges, as competitors become stronger and more creative in promoting products.

In short, to maintain and grow sales, Coca-Cola needs to continuously update and improve its business strategy, improve product quality, strengthen brand promotion, and develop new markets.

2 There are many factors affecting Coca-Cola's revenue growth, here are some key advantages:

Coca-Cola is a prestigious and popular dairy brand in Vietnam, with a nationwide distribution network This helps Coca-Cola reach many potential customers and increase its market share.

Coca-Cola always focuses on investing in product research and development, creating many high quality and diverse products to meet the diverse needs of customers.

Coca-Cola's marketing and advertising strategies are always invested and creative, helping Coca-Cola's brand be widely promoted to potential customers.

Coca-Cola also has many customer support policies, such as discounts, promotions, gifts and membership cards These policies help Coca-Cola attract many new customers and strengthen the loyalty of existing customers.

In addition, Coca-Cola also invests in services related to the dairy industry, such as food and coffee retail This helps Coca-Cola increase profits from other businesses related to the dairy industry.

In short, to increase revenue, Coca-Cola needs to continue to invest in product research and development, improve marketing and advertising strategies, and invest in related services to increase profits.

3 Here are some suggestions to help increase Coca-Cola's sales:

Research and develop new products: Coca-Cola can strengthen research and development of new products to meet diverse needs of customers and add value to products Coca-Cola can create unique products or higher quality milk to attract new customers.

Creative advertising and marketing: Coca-Cola can strengthen its creative marketing and advertising strategies to introduce its brands and products to potential customers Advertising campaigns can focus on special features ofCoca-Cola's products and its brand value.

Market expansion: Coca-Cola can expand the product consumption market to other countries This can increase sales by introducing Coca-Cola's products to new markets and attracting international customers.

Invest in pricing strategy: Coca-Cola can strengthen its pricing strategy to attract new customers and retain existing customers Coca-Cola may create promotions and discounts to attract customers and increase sales.

According to the business results report for the past 3 years 2018-2020 of Vietnam Dairy Products Joint Stock Company, the company's revenue increased year by year (2018-2019 increased by 7.16%, 2019-2020 increased by 5,89%) Especially in the last months of the year, the company's revenue increased faster However, the company's month-to-month revenue figures are not updated Therefore, assuming that the entire revenue of the business is credit revenue, Coca-Cola dairy company only deals in one line of powdered milk products and the sales of powdered milk in the first quarter of 2021 are as follows:

+ Sales in January = 1.3* Average revenue in 2020 = VND 6469.84 billion + Sales in February = 1.1* Average revenue in 2020 = VND 5474.48 billion + Sales in March = 1.2 * Average revenue in 2020 = VND 5972.16 billion

+ Average revenue in 2020 = Total revenue in 2020/12 = 59,722 billion/12 4976.8 billion VND

+ Revenue in October, November and December 2020 = Total revenue of the fourth quarter of 2020/3 = 14,429 billion/3 = 4809.6 billion VND

- Output is the revenue of that month/average selling price Here, the company's selling price remains the same, so the sales volume must match the revenue.

+ Sales volume in October, November and December = 4809.6/Average selling price = 13.78 million boxes

+ Sales volume in January = 6469.84/Average selling price = 18.53 million boxes + Sales volume in February = 5474.48/Average selling price = 15.68 million boxes + Sales volume in March = 5972.16/Average selling price = 17.11 million boxes

In which: Average selling price = 348,986 VND

Assume that Coca-Cola dairy company has the following policies in sales activities:

In general, the company's finished product inventory in the past three years has always maintained a ratio of 19-21% of the next month's sales Due to the impact of the Covid-19 epidemic, the company's finished product inventory may increase much Therefore, in 2021, it is assumed that the inventory policy of Vietnam Dairy Products Joint Stock Company has a finished product inventory level at the end of each month equal to 20% of the following month's output The remaining finished product inventory at the end of 2020 is 3.3979 million boxes (total value of finished goods inventory divided by average product price, according to the notes to the consolidated financial statements for 2020) To encourage employees, every year the company has policies to increase salary as well as bonus according to sales Maybe in early 2021 due to the influence of the Covid-19 epidemic, it will affect the psychology of people in general and the company's sales staff in particular In order to ensure a full employee's life, without affecting work efficiency, the company has a policy to increase the salary for sales staff in 2021 by 20% compared to 2020, which is equal to 1.2 salary 2020 The total salary of sales staff per month in 2020 is VND 52.25 billion (according to the notes to the consolidated financial statements in 2020).

It is estimated that other selling expenses of 2021 will increase by 3% compared to

2020, equal to 103% of other selling expenses of 2020 Other selling expenses(Expenses for services of promotion, display and introduction of products.products and sales support) an average of 814 billion VND per month in 2020(according to the notes to the consolidated financial statements for 2020) The average selling price per product unit remained unchanged during the planning period at VND 348,986.

Table 3.4: Sales budget of Vietnam Dairy Products Joint Stock Company in the first quarter of 2021

Sales volume is calculated according to the formula:

+ Sales volume in January = January sales/Average selling price

+ Sales in February = Sales in February/Average selling price

+ Sales in March = Sales in March/Average selling price

- Inventory is calculated according to the formula:

- Selling price = Average selling price of products

+ Sales in January = 1.3* Average revenue in 2020

+ Sales in February = 1.1* Average revenue in 2020

+ Sales in March = 1.2* Average revenue in 2020

- Employee salary per month in 2021 = Salesperson salary per month in 2020* 20%

- Other selling expenses in each month of 2021 = Other selling expenses in each month of 2020* 103%

- Total selling expenses = Sales staff salary + Other selling expenses

Chapter VI.SALES STAFF RECRUITMENT:

Fresh graduate or graduated with a maximum working experience of not more than 2 years.

Graduates from domestic and foreign universities majoring in: Foreign Economic Relations, Commerce, Business Administration, Human Resource Management, Accounting/Finance, Marketing… and related majors production, food technology, animal husbandry, veterinary medicine, etc. GPA >= 7.5/10 or 3.0/4.

Candidates with English language certificate (TOEFL, IELTS, TOEIC or equivalent value);

Candidates with other degrees/certificates related to the applied field/occupation;

The candidate has working/operating experience in national and international companies/organizations, especially in the role of team leader/leader;

Candidates with scholarships, certificates of merit, certificates from prestigious universities/competitions/organizations both at home and abroad.

II.Recruitment Rounds Of Coca-Cola:

Unlike some other multinational corporations, the number of rounds at Coca-Cola that candidates need to go through is 6 rounds Specifically include:

Note: For new graduates, you should highlight your academic achievements and extracurricular activities As for those of you who have already worked, you should emphasize the work experience you have, especially at large companies, companies in the FMCG industry

Round 2: Check the candidate’s leadership qualities

The format of this round is a paper-based essay Content is a presentation of your leadership through a past experience Note, do not mistakenly think that leadership is having to lead a certain group or organization Leadership here can simply be the ability to solve a very small problem or situation in life What's important is how you show what you've done and how when it happens.

Round 3: Test your logical thinking

This test will consist of 2 parts:

You will be asked to read 3-5 passages and answer 3-5 questions for each passage. The trick is to skim to understand the topic and then read the question to determine what information to look for.

Part 2: IQ test in the usual way

Round 4: Interview, direct personality assessment

This is the round that only Coca-Cola has and is the most difficult round You will be asked to answer 18 questions on the topics Beliefs, life mission, moral values, goals, expectations in life, etc With this section absolutely do not ramble, but think seriously about the issues before giving an answer Because then you will be questioned very harshly by the judges on each of the above issues, if you are not consistent, it is easy to find out that the answer is incorrect.

Round 5: Check and assess the candidate’s strengths

This test will last 30-40 minutes The system will return your top 5 strengths and you will use this result to write an essay in both English and Vietnamese You should be calm and relaxed to show who you really are and see this as an opportunity to discover yourself.

Round 6: Presentation, 2nd face-to-face interview

SALES STAFF RECRUITMENT

Employment Conditions

Fresh graduate or graduated with a maximum working experience of not more than 2 years.

Graduates from domestic and foreign universities majoring in: Foreign Economic Relations, Commerce, Business Administration, Human Resource Management, Accounting/Finance, Marketing… and related majors production, food technology, animal husbandry, veterinary medicine, etc. GPA >= 7.5/10 or 3.0/4.

Candidates with English language certificate (TOEFL, IELTS, TOEIC or equivalent value);

Candidates with other degrees/certificates related to the applied field/occupation;

The candidate has working/operating experience in national and international companies/organizations, especially in the role of team leader/leader;

Candidates with scholarships, certificates of merit, certificates from prestigious universities/competitions/organizations both at home and abroad.

Recruitment Rounds Of Coca-Cola

Unlike some other multinational corporations, the number of rounds at Coca-Cola that candidates need to go through is 6 rounds Specifically include:

Note: For new graduates, you should highlight your academic achievements and extracurricular activities As for those of you who have already worked, you should emphasize the work experience you have, especially at large companies, companies in the FMCG industry

Round 2: Check the candidate’s leadership qualities

The format of this round is a paper-based essay Content is a presentation of your leadership through a past experience Note, do not mistakenly think that leadership is having to lead a certain group or organization Leadership here can simply be the ability to solve a very small problem or situation in life What's important is how you show what you've done and how when it happens.

Round 3: Test your logical thinking

This test will consist of 2 parts:

You will be asked to read 3-5 passages and answer 3-5 questions for each passage. The trick is to skim to understand the topic and then read the question to determine what information to look for.

Part 2: IQ test in the usual way

Round 4: Interview, direct personality assessment

This is the round that only Coca-Cola has and is the most difficult round You will be asked to answer 18 questions on the topics Beliefs, life mission, moral values, goals, expectations in life, etc With this section absolutely do not ramble, but think seriously about the issues before giving an answer Because then you will be questioned very harshly by the judges on each of the above issues, if you are not consistent, it is easy to find out that the answer is incorrect.

Round 5: Check and assess the candidate’s strengths

This test will last 30-40 minutes The system will return your top 5 strengths and you will use this result to write an essay in both English and Vietnamese You should be calm and relaxed to show who you really are and see this as an opportunity to discover yourself.

Round 6: Presentation, 2nd face-to-face interview

In this round you will give a presentation about the test in round 5 and you will also be reminded of the answer in round 18 questions in round 4 You need to compare and explain the difference between the results of 2 Take this quiz and give your opinion The judges for this round are usually the Directors of the

23 departments that you audition for, along with the judges of the project team who have followed you throughout the process from round 1 to now.

Some Advantages And Disadvantages Of Sales Staff Recruitment Of Coca- Cola

At Coca-Cola, internal recruitment is the first priority in the recruitment process. Specifically:

Children of officials and employees with a degree will be given priority in direct recruitment and promotion to leadership positions if qualified. Long-time employees will be promoted and promoted to hold key positions. This offers obvious benefits such as:

Optimizing time and cost of training and integration

Save time getting used to the job, minimize interruptions due to personnel changes

Fostering and developing cohesion and loyalty from employees

Partially limit the risks in using completely new personnel for the business

Coca-Cola's personnel recruitment process shows a certain methodical and reasonableness However, in practice, there are still some points that need to be overcome, such as:

The steps of the actual recruitment process will often not be followed properly, leading to errors in the data collected to evaluate candidates correctly.

Streamlining the integration process and training new employees to optimize costs but also bring risks to employees' integration process In addition, not having full access to necessary information will cause errors in the process of performing the work later.

Human resource potential has not been taken advantage of because human resources are often taken from the bottom up, lacking horizontal or diagonal transfer.

Taking advantage of internal recruitment sources can lead to the formation of groups of candidates or candidates' family members who are not recruited, the risk of factions and factions, and reduced work efficiency.

SALES STAFF TRAINING

Human Resource Training And Development At Coca-Cola

As a large enterprise, a joint stock enterprise, operating in a fiercely competitive field, Coca-Cola pays a lot of attention to the training and development of human resources The advantages and businesses acquired include:

Awareness and support of senior management, including state management agencies and members of the board of directors, board of directors of the company.

Commitment of middle management and professional level of the company. The officers and employees of the company are mostly young, basically trained, have a sense of learning and progress.

The company has a system of newly equipped facilities and information technology from the beginning that is relatively modern.

The training and development of human resources of the company is carried out on the basis of those favorable factors, so it has achieved encouraging results. Regarding training, most of the staff working at the Company for 1 year or more have participated in professional training classes in Finance, accounting, corporate governance, stock market, marketing, organized by reputable schools and training centers.

With such trained human resources and constantly increasing in number, Coca- Cola has developed professional activities nationwide through many branches and factories across the country

Contributing to the achievements and development of the company since its establishment, there are important contributions of human resources in general and human resource training and development in particular This confirms the success of the company's personnel organization in building and developing a capable team, step by step grasping and doing well the assigned tasks.

In addition to the achievements, from the perspective of human resource management, it can be seen that the training and development of human resources at COCA-COLA also has some limitations There are many important activities and stages that are missed All of this reduces the effectiveness of NNL training and development significantly

General assessment of human resource training and development based on the theoretical training process consists of 4 stages: assessment of training needs, design of training programs, implementation of training programs and evaluation of the effectiveness of training as follows:

Assessment of training needs at Coca-Cola:

Like joint stock enterprises, the assessment of training needs at COCA- COLA has not been done in an official and methodical way, but only in a relatively sketchy way The needs assessment is carried out only through informal exchanges with the main managers, plus the observations of the director and the officer in charge of training

Coca-Cola ignores the necessary steps in training needs assessment such as: company analysis, work analysis and personal analysis Because each stage, each stage of the training needs assessment is missed or truncated, and the company does not provide a specific and detailed list of training needs The company only gives the main needs for the typical job groups in the company according to the specific nature of the company, without having a specific list of needs for specific groups of people or individual people This makes training can go astray, not really close to the real needs of businesses.

Currently, the goal of training is only reflected at a general level of improving the level, knowledge or skills of a certain area without quantifiable specificity That's because the company hasn't had a full training needs assessment based on organizational analysis, work analysis and employee analysis and based on the company's long-term development strategy.

Because the set goals are not scientific and realistic, the design of the training program content for each specific course is also determined relatively simply through the exchange of the ministries in charge of training with invited teachers or representatives of the training institution used In some cases, companies rely entirely on schools, vocational schools, where teaching contracts provide their services, allowing teachers in schools to set their own goals for the training program, without the necessary self- communication and supervision In such cases, teachers will naturally offer available programs, and not keep abreast of the company's needs Many of the training programs on the market have unupdated content and delivery methods

Selection of forms and methods of training:

The forms of training applied at Coca-Cola include:

On-the-job training through specific jobs, experienced staff to support the training of new cadres; This is considered a suitable method and addresses the immediate need for officers after recruitment Even if the staff has experience working in other enterprises or units, due to the specifics of the work at Coca-Cola, it is still necessary to retrain according to specific job requirements here.

Organize or send officials to participate in official courses as planned. Staff are encouraged to attend postgraduate training classes such as graduate school, especially MBA and PhD degrees.

For formal training courses, usually the company hires a school or a training center, which in turn selects teachers to carry out training.

For some courses, in order to achieve cost-effectiveness, the company sends a number of staff members to join with practitioners in other units Such courses have the point of creating conditions for employees of the company to interact and exchange diverse experiences with external practitioners However, this method also has the limitation of not solving the specific problems posed to the company

Class size is also an important issue in the implementation of the training program. Often the classes that the company participates in (conducted by training organizations) have more than 40-50 students, even more With such a number of students, it is not allowed for teachers to use active teaching methods such as games, group discussions, case exercises, role-playing Because with such a large number of students, teachers cannot control the classroom when using those methods Thus, even if teachers are aware of positive teaching methods, circumstances do not allow them to apply them.

The teaching method the company requires for some courses is also unclear. Therefore, some training courses only use traditional methods, one-way communication makes the effectiveness of these courses limited and the courses lack cultivation for learners.

Some teacher courses apply a one-way teaching method that does not interest students, does not stimulate the learning process of students, and makes both teachers and games tired This method is not even suitable for adult students, nor does it care about the individual learning style of each person The lack of communication between teachers and students in the classroom also leaves teachers with less feedback to check the learning process of students in the classroom, and fewer necessary adjustments Disregard for individual learning styles causes many needs and effective learning methods for many students to be overlooked Students do not have many activities in class, do not have the conditions to give, in return, and have few conditions to learn from people sitting in the same class.

After sending officers and employees to school, the company requires a harvest report, but these reports are only a formality For some classes under the order, the company also asks the training organizer to collect students' input.

Some Solutions To Enhance Coca-Cola's Training And Human Resource

In order to improve the efficiency of human resource training and development, contribute to improving the quality of human resources, and meet the increasing requirements of the work undertaken by the company, COCA-COLA needs the following specific solutions:

1 COCA-COLA's management needs to quickly develop a long-term development strategy; A correct and appropriate strategy will be a good basis for the Company to develop business development plans and human resource development plans for the company Despite sufficient awareness of the importance of human resource training and development, the support of senior management has not been high in terms of efficiency and funding for this area.

2 On the basis of this operational strategy, COCA-COLA's Board of Directors needs to make a long-term plan to most effectively manage existing human resources through the process of recruiting, training, developing and maintaining human resources for COCA-COLA's organization, the focus of this plan in the coming years is to maintain the middle management team of the deputy general manager.

Retention issues must be linked to the organization's recruitment and human resource development training process in a specific plan for human resource management.

3 Complete the training processes for human resource development in a comprehensive way, including:

Formalize the assessment of the company's training needs, using external experts.

Professionalize through the design of training programs, especially open courses according to the specific needs of the company.

Enhancing the efficiency and improvement of the training process, combining on-the-job training (such as training for new staff, rotation of staff between departments and departments), formal refresher training and sending staff to training according to official qualifications (graduate school, Ph.D.).

Formalize the evaluation of training effectiveness according to the levels of response from trainees; students' learning attitudes; change the behavior of trainees after training; and ucra work efficiency post-training students.

4 Consolidate the staff organization department, improve the capacity of the department to ensure advising the Board of Directors in specific tasks such as:

Human resources, which includes plans on training on the basis of assessing training needs based on the functions and tasks of the company and departments in the company.

Describe the functions and duties for each department and for each officer of the departments in the company.

As with other organizations, human resource training and development play a very important role in the development of COCA-COLA The training and development of human resources has been focused on development since COCA-COLA was established in 2004 and has achieved remarkable achievements in team development and completion of assigned tasks. However, in reality, this work still faces some limitations The article has deeply analyzed the current situation of human resource training and development at the company on the basis of which it offers a number of solutions to continue to improve and improve the efficiency of this work

In order to continue to improve and develop COCA-COLA, ensuring that the company successfully completes the tasks assigned by the government, COCA-COLA's board of directors further demonstrates its support and commitment to this work, perfects the company's development strategy, completes the organizational structure and capacity of organizational staff, on that basis, better the steps of the training and development process follow the modern approach to human resource management In addition, the company also needs to improve the company's management environment to ensure favorable conditions for the training and development of the company's human resources more and more effectively.

MOTIVATION

Coca-Cola's Remuneration Policy

The salary and bonus policy is clear and fair, the salary and bonus are competitive and highly appreciated in the labor market in Vietnam Coca- Cola was voted as the most attractive employer brand in Vietnam, in the criteria of Salary, Bonus, and Welfare.

Preferential benefits Health care Accident and health insurance In addition to the benefits of medical examination and treatment under the health insurance regime, the Company also buys health insurance and 24/24 accident insurance for all employees in the Company Relatives of management level (father, mother, spouse, children) are purchased by the Company 24/24 health insurance and accident insurance Periodic health check program for employees:

Organize flu vaccination for all employees.

Daily meals: Provide meals that ensure nutrition and food hygiene and safety for all employees.

Fitness and sports programs: Coca-Cola also organizes programs and classes and encourages all employees to participate in the development of physical training, sports, and health promotion.

Benefits for long-term leave (maternity, illness, etc.): 100% of employees on maternity leave or sick can return to work according to the Company's regime In 2015, the whole Company had 91 employees maternity leave, all have returned to work after the prescribed leave.

Other regimes: Annual vacation allowance, gift giving on holidays, Tet,birthday and rewards for children of employees with high academic achievements All these benefits are clearly stated in the Labor Agreement,applicable to all Company employees.

Some Advantages And Disadvantages Of Coca-Cola's Remuneration Policy

Timely reward policy for individuals and collectives with meritorious services contribute to the Company, this contributes to creating more motivation for employees to work.

The factor "Health and spirit" for employees is always maintained by Coca-Cola and improved over the years Outstanding benefits offered by the company employees such as Health Insurance program for employees and relatives management staff, building facilities to serve and support

EVALUATION

Sales Department

Set business goals, develop business strategies and plans, monitor and execute business plans.

Research, build and develop distribution channel network, distribution policy, pricing policy.

Proposing measures on product strategy.

Coordinating with the Planning Department to make data and forecast market demand.

Responsible for implementing and implementing business activities according to the regional market designated by the Company.

Monitor and track customer's purchase and use of products.

Research and implement sales measures to increase sales and market share. Organize the collection of market information in the management area: competitors, products, prices, regional business situation.

Monitor and manage the distribution and use of promotional materials - Implement advertising programs organized by the company

Timely settlement of customer complaints related to the company's products and services - Regularly monitor the business situation of customers, organize visits and take care of customers, create good relationships with customers.

Proposing customer care and treatment policies.

Coordinate and support with other managers and supervisors on the regional business situation to complete assigned tasks.

Manage and supervise the activities of affiliated sales staff - Work plan, motivation, goals for subordinates - Participate in recruiting, guiding, training and coaching sales staff.

Implement the implementation of the Company's business plan and strategy for the subordinates, responsible for completing the sales targets - Make reports on sales, business situation, market information weekly, monthly, quarterly, and yearly fields.

Providing transportation for the business of the industry.

Enthusiastic, independent, agile in work.

Honesty and fairness in work.

Understanding and complying with laws, policies and regulations.

Take initiative in arranging, supplementing and training human resources for the company.

Choosing the right assessment method:

There are many different methods of performance evaluation, and there is no one approach that is best for all organizations Even within the enterprise, different methods can be used for different departments, units or for different employees such as sales, production, marketing and sales staff administrative department Coca-Cola has selected the evaluation method using a behavior-based scale because of the advantages of objective assessment, and it is easier to evaluate.

The method is a combination of the scale method and the method of recording significant events According to this method, the different levels of job completion are expressed on a scale and are described based on the performance of the job To score, the evaluator must determine which of the described behaviors the subject's behavior falls into The factors selected to evaluate behavior include 2 types:

Get the job done with high efficiency Help other departments have enough human resources to complete their tasks well.

Gets the job done with high quality, but with a few minor flaws.

Get the job done at an acceptable quality level.

The jobs are still overlapping, the efficiency is not high.

Frequently failing to complete tasks and affecting other departments 10

Judging by the quality of work done.

Quality of work is beyond standard 50

Quality is up to standard 40

Quality is not satisfactory but still acceptable.

2 Characteristics related to individual behavior:

Judging by the level of enthusiasm, the spirit of cooperation.

The members in the room work enthusiastically and often help each other.

The members work individually, there is little cooperation between individuals in the department.

Do well at assigned work, sometimes need supervision and reminders 20

Working against is ineffective, lacks a 10

Evaluation based on the initiatives contributed.

There are many creative and highly applied contributions 50

Having a creative spirit but not yet promoting it effectively.

There are initiatives but not often 30

Very little when giving ideas, only know how to work in a rigid sequence.

Evaluation is based on the behaviors shown at work, in the way of dealing with colleagues.

Enthusiastic in work, working with a high sense of responsibility, all for the benefit of the company.

Quick handling of problems encountered.

Completing the assigned tasks well but having little relationship with colleagues.

Sometimes there are bad manifestations that affect the collective interests.

Lack of sense of responsibility, lack of harmony.

Assess the capacity to perform work by each department.

Total rating score = Total ( Trọng số * Tổng A,B,C/số nhiệm vụ) = 40% * Tổng A/Số nv + 40% * Tổng B/số nv+ 20%* Tổng C/ số nhiệm vụ.

1 Excellent completion – (45 – 50 points): Excellent completion of the assigned work Exceededly met most of the responsibilities, goals, and requirements with the person performing the work, demonstrated outstanding work capacity.

2 Well done– (35 – 45 points): Complete the task well Satisfy the responsibilities, goals, and requirements of the person performing the job, sometimes exceeding requirements Make good use of your work capacity.

3 Complete – (25 -35 points): Complete the assigned task Meet most of the responsibilities, goals and requirements of the person performing the job.

4 Not completed, need to try – (15 – 25 points): Not fully completed the assigned task Only partially fulfills the responsibilities, goals and requirements of the person performing the work that needs improvement.

5 Not completed – (10-15 points): Not meeting the job requirements, need to consider the suitability for the job.

Proposal

1 Conduct market research and analysis to develop appropriate business strategies aligned with the company's objectives.

2 Develop detailed business plans to ensure effective implementation of business strategies.

3 Build and develop a reliable distribution network through searching and establishing distribution partners.

4 Propose competitive pricing policies to attract customers and increase sales revenue.

5 Adjust product strategies based on market analysis and customer needs.

6 Coordinate with the Planning Department to forecast market demand and ensure timely and adequate product supply.

7 Ensure effective communication and coordination among departments and relevant stakeholders to execute business plans and achieve business objectives.

8 Develop and implement effective sales strategies to increase revenue and market share in the designated regional market.

9 Conduct market research and gather information on competitors, products, prices, and regional business trends to make informed business decisions. 10.Establish and maintain strong relationships with customers through regular visits, effective communication, and excellent customer service.

11.Monitor and analyze customer purchase behavior to identify opportunities for cross-selling and upselling.

12.Provide training, guidance, and coaching to sales staff to improve their performance and achieve sales targets.

13.Develop and implement promotional campaigns and advertising programs to attract new customers and increase brand awareness.

14.Provide timely and effective solutions to customer complaints related to the company's products and services.

15.Evaluate and manage the performance of sales staff to ensure that they meet their targets and contribute to the overall success of the company.

16.Collaborate with other managers and supervisors to achieve business objectives and complete assigned tasks.

17.Regularly report on sales performance, business trends, and market information to senior management to inform strategic decision-making.

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