(Tiểu luận) sales management final report trung nguyên legend

Functions and duties of each department in Trung Nguyen Group Joint Stock Company: ..... In just 10 years, Trung Nguyen has grown from a small coffee company into a powerful corporation

MINISTRY OF EDUCATION AND TRAINING

HO CHI MINH CITY UNIVERSITY OF ECONOMIC AND FINANCE

SALES MANAGEMENT FINAL REPORT: TRUNG NGUYÊN LEGEND LECTURE: NGUYỄN TIẾN HUY CLASS: MGT1107E_B11E

NAME: LAM GIA HAN STUDENT ID: 205043537

THÀNH PH H CHÍ MINH - 2023 Ố Ồ

I Company/Product/Service: 3

1.1 Company: 3

1.1.1 Company profile: 3

1.1.2 History of formation and development: 3

1.2 Product: 5

1.2.1 Coffee Roasters 5

1.2.2 Phin Paper Coffee: 7

1.2.3 Instant coffee: 8

1.2.4 Coffee beans: 11

1.2.5 Trung Nguyen Premium Coffee: 13

1.3 Service: 14

1.3.1 Delivery policy: 14

1.3.2 Return and Refund Policy: 15

1.3.3 How to cancel order and refund time : 15

1.3.4 Refund time: 15

II Sales Organization: 17

2.1 Organizational chart:: 17

2.2 Functions and duties of each department in Trung Nguyen Group Joint Stock Company: 17

III Selling Process: 20

3.1 Prospecting: 20

3.2 Preparation: 22

3.3 Approach: 24

3.4 Presentation: 24

3.5 Handling Objection: 25

3.6 Closing: 26

3.7 Follow up: 26

IV Sales Targets: 28

V Sale Budget: 28

VI Sale staff recruitment: 30

VI Sales staff straining: 32

6.1 Product training: 32

6.2 Sales skills training: 32

6.3 Communication skills training: 33

6.4 Problem solving skills training: 33

6.5 Building professional ethics: 33

VII Motivation: 34

7.1 Compensation for employees: 34

7.2 Employee training and development mode 35

7.3 Employee treatment of Trung Nguyen 35

VIII Evaluation: 36

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 domestic and foreign consumers

In just 10 years, Trung Nguyen has grown from a small coffee company into a powerful corporation with 6 member companies: Trung Nguyen Joint Stock Company, Trung Nguyen Instant Coffee Joint Stock Company, and Trung Nguyen Coffee Corporation G7 Trading and Service Joint Stock Company and Vietnam Global Gateway (VGG) Joint Venture Company and Trung Nguyen Coffee Co., Ltd With main industries such

as production, processing, trading of tea and coffee, franchising and distribution services, and modern retail

1.1.2 History of Formation and development:

- June 16, 1996: Chairman Dang Le Nguyen Vu established Trung Nguyen in Buon Ma Thuot - the coffee capital of Vietnam, with the first capital being a bicycle with the belief and strong will of age young people with the desire to build a famous coffee brand, spreading the taste of Vietnamese coffee around the world

- 1998: The establishment of the first coffee shop in Ho Chi Minh City was the first step for the establishment of Trung Nguyen restaurant system in the provinces of Vietnam and countries around the world

- 2001: Successful franchising in Japan, Singapore • Announced the slogan:

"Inspire Creativity" with products distilled from the best coffee beans, modern technology, unique oriental know-how can copy and blend with the extreme passions that have brought Trung Nguyen to conquer consumers across the country

- 2003: The G7 instant coffee product was born with the event "G7 Instant Coffee Festival" at the Reunification Palace on November 23, 2003 which attracted thousands of participants and made a mark with the event blindly vote directly for the most favorite instant coffee product between G7 and the world's major coffee brand As a result, 89% of people chose G7 as their favorite product

- 2010: Trung Nguyen coffee products are exported to more than 60 countries and territories around the globe, typically the US, Canada, Russia, UK, Germany, Japan, China, Asean

- 2012: The most favorite coffee brand among Vietnamese consumers Trung Nguyen Coffee is the No 1 Brand in Vietnam with the largest number of coffee consumers There are 11 million/17 million Vietnamese households buying Trung Nguyen coffee products • Launching the Great Lap Chi Journey - Kien Quoc Startup with the Creative Festival for Vietnamese Aspiration attracting more than 50,000 participants

- 2013: G7 celebrates 10 years of birth, marking 3 years of leading the market share and being the most popular:

● The Journey of Great Will - Kien Quoc Entrepreneurship spread widely with the Creative Future contest and the 2nd Vietnam Innovation Day for Vietnamese Aspiration attracting 100,000 participants

- 2018: Inaugurated the World Coffee Museum in Buon Ma Thuot:

● Launching Trung Nguyen Legend Brand and New Product System - Special - Unique - New generation of Trung Nguyen Legend coffee

- 2019: Launching the Journey From the Heart, the Journey of Great Independence

- Start-up Kien Quoc to the highest mountains and the most remote islands of the country

- 2020: Launching a show to show the art of mixing according to 3 Coffee Civilizations: Ottoman - Roman -Meditation combined with 3D Mapping technology

Too long to read on your phone? Save

to read later on your computer

Save to a Studylist

- 2021: Celebrating 25 years of establishment of the Group 1996 2021: –

● Inaugurated Tesla, Cantata, and utility complexes in the Coffee City urban area

- 2022: Launching Trung Nguyen Legend Coffee World in Vietnam and China:

● Announcing an Awake Lifestyle Journey

● Forbes magazine honored Trung Nguyen Legend as "Awake Brand"

● Launching the world's first musical called "The Tale of the Three Coffee Civilizations"

- 2023: Opening Representative Office in Korea:

● Accompanying building Buon Ma Thuot City to become the Coffee City

of the world

● Launching the hotel complex "La Forêt en ville" and the conference center "The world coffee center", breaking ground on the construction of the "Loving" and "Happy" schools in the urban area of Coffee City

● Celebrating 20 years of G7 brand

1.2 Product:

As a brand with a long history of development, it is no wonder that Trung Nguyen coffees are very diverse and rich Not only diverse in types, the taste of Trung Nguyen coffees can also meet the preferences of many different customer groups Trung Nguyen coffees on the market today are divided into 5 groups, including: Roasted coffee, paper filter coffee, instant coffee, beans, and high-class Trung Nguyen coffee

1.2.1 Coffee Roasters

● Filtered Coffee 1, 2, 3, 4, 5

● Creative Coffee 1, 2, 3, 4, 5

● Coffee Conquer the letter

● Coffee of Desire letter I

● House Blend Coffee

● Gourmet coffee filter

1.2.2 Phin Paper Coffee:

● Trung Nguyen Legend Fusion Blend Coffee Paper Filter

● Trung Nguyen Legend Vietnamese Blend Coffee Phin Paper

● Trung Nguyen Legend Americano Paper Filter Coffee

1.2.3 Instant coffee:

● G7 Coffee Strong Gu X2 (3in1) –

● G7 Coffee Trung Nguyen Black Instant –

● Trung Nguyen G7 2in1 Coffee (Iced Black)

● G7 instant coffee 3in1

● G7 Legend Passiona Coffee 4in1

● G7 Instant Coffee Cappuccino –

● Legend Classic Instant Coffee

● Legend Special Edition Instant Coffee

● Legendary Iced Milk Instant Coffee

1.2.4 Coffee beans:

● Espresso beans coffee

● Success 8 Moc Seed Coffee

● Coffee beans Culi Robusta

● Trung Nguyen Legend Success Moc Bean Coffee 1, 2, 3

● Trung Nguyen Energy Particles

1.2.5 Trung Nguyen Premium Coffee:

● Legendee Trung Nguyen weasel coffee

● Weasel Coffee

● Creative Coffee 8

1.3 Service:

Trung Nguyen Legend Café with the mission of connecting coffee lovers and enthusiasts, always aims to bring excellent quality coffee products and the best shipping service costs with competitive fees for all customers All orders that customers have placed their trust in Trung Nguyen Legend Café supports nationwide delivery with the following specific policies:

1.3.1 Delivery policy:

Trung Nguyen Legend Café combines with today's reputable and reliable delivery units such as: Grab, fast delivery, economical delivery, ViettelPost and internal delivery team, ensuring goods are delivered directly to customers nationwide:

● Your order will be contacted for delivery up to 2 times (in case the first delivery

is not successful, a staff member will contact you to arrange a second delivery schedule with you We will try to contact you Contact us again in the next 24 working hours, in case it is still not possible to contact you or do not receive any response from you, the order will no longer be valid

● To check your order information or status, please use the order number sent in your confirmation letter and check with customer service or hotline for assistance check information

● Contact information: HCM 0915 289 904 and Hanoi 0363 917 558 – –After a successful order, you can check the status and quantity of the products in the order You continue to choose the payment methods "Direct payment upon receipt", "Payment via momo, zalo pay e-wallet", "Payment via bank account"…1.3.2 Return and Refund Policy:

Customers contact and agree to return and refund requests in the following cases:

● The customer has paid but did not receive the product, or did not receive all the ordered products, or received the product as a fake or imitation product;

● Products are defective or damaged in transit;

● Wrong product delivered to Buyer (e.g wrong size, wrong color, etc.);

● The product the customer receives is markedly different from the information provided in the product description;

● The returned product is not a restricted product;

● The company has an agreement and agrees to the customer to return the goods 1.3.3 How to cancel order and refund time :

Customers can contact the company to return goods in the following ways:

● Cancel the order directly on Trung Nguyen Legend Café's website system

● Call the hotline numbers to notify the order code and cancel the order

● Or proceed to cancel the order through other channels of Trung Nguyen Legend Café such as Fanpage, Zalo

● Or proceed to cancel the order with forwarding partners

1.3.4 Refund time:

For orders that have not been received and sent a cancellation request

● For e-wallet payments, refunds will be made within 24 hours

● Payments by wire transfer will be refunded within 7 working days

For orders that do not receive goods, return shipping units

● Having paid the goods fee via e-wallet, bank, after the company receives the returned goods from the forwarder from the date of receipt of the goods 7 days later, the customer will be contacted and refunded through bank account provided by the customer or by means of electronic wallet payment

● For COD orders, customers actively refuse to receive goods with the shipping unit

PERSONAL COMMENTS:

In general, Highlands Coffee has established itself as the leading company in the coffee market in Vietnam, offering a wide range of coffee from affordable to premium to suit local tastes Trung Nguyen Legend's products showcase their strengths in making drinks that are both innovative and familiar, and help solidify Trung Nguyen Legend's reputation as an ideal destination for coffee lovers in Vietnam Male However, the brand still has its own weaknesses such as a higher price than the common ground, about 40,000 - 105,000 VND This can be said that the price is not considered appropriate in the current Vietnamese market, even too high

➔ Therefore, Trung Nguyen Legend needs to improve the price to be able to contact more customers in Vietnam as well as internationally

II Sales Organization:

limited in accordance with the Law on Investment and the company's charter; Supervising and directing the Deputy Director and other managers in running the company's daily business; As the legal representative of the Company

● Deputy General Manager

Trung Nguyen Group has appointed Mr Lu Ngoc Cu as Deputy General Director, replacing Ms Le Hoang Diep Thao before The Deputy General Director is responsible for clerical work, analysis, training, human resource planning and administrative control, the Company's budget, business affairs and directly manages the public sector technical work

In addition, the Deputy General Director is also responsible for performing the assigned rights and duties; Organize the implementation of the decisions of the General Director; implementing the Company's business plan and investment plan; proposing a plan to arrange the organizational structure, internal management regulations of the Company such as appointment, dismissal and dismissal of managerial positions in the Company

In addition, the Deputy General Director needs to perform other duties and comply with some obligations of the Company's managers in accordance with the Laws of Vietnam

● Human resource:

Duties: Human Resources Administration Department is responsible for developing human resource plans and human resource development strategies for enterprises, calculating budgets related to labor costs (salary fund, training costs, etc.) , social insurance, health insurance, uniform costs, etc.) Conduct a survey of human resources policy, and employee satisfaction level to improve HR policy

Function: Building the organizational structure of personnel for departments in the enterprise Advise the Board of Directors on the arrangement, arrangement, and development of personnel through the analysis of organizational structure, assessment

of work results, and human capacity

In addition, he is also in charge of clerical work such as: Developing regulations and performing clerical work, storing and managing legal documents of the enterprise Plan the procurement, management and use of common assets of the business Coordinate with the accounting department to hand over and use technical machinery, inventory and liquidate assets Carrying out legal administrative procedures, drafting administrative documents (weekly work schedules, arranging meeting schedules, working schedules ), and organizing annual meetings and events of the business

● Business Department:

The sales department has the function of advising, giving opinions, and submitting to the Board of Directors of the company on the distribution of products to the markets of goods and services to businesses Which can be large businesses or small retailers that can do business directly on the e-commerce floor

In charge of the main direction in the research and development of commodity products, and development of consumer product markets Implement the work of building and developing a network of potential customers, as well as making reports according to the company's regulations on the company's activities, including the assigned tasks and rights Support for the director in the consumption of goods

and services of the company such as capital mobilization in the market, international payment, …

● Accounting department:

Responsible for all financial revenues and expenditures of the company, ensuring full operational costs of salaries, bonuses, purchase of goods, etc., and making receipts and payments for all incurred expenses Accurately store all import and export data according to the company's regulations In which, specific jobs are assigned to each accountant

Specifically:

- Debt accounting: Processing and settlement of payments with partners

- Tax accounting: Handling red invoices, monthly/yearly tax finalization reports, and paying taxes fully and on time to the state tax authorities

- General Accountant: Responsible for the company's revenues and expenditures Collect payment invoices, make payroll, Process remaining payments in the business, Manage inventory and other machinery assets at the Company… Monitor and reflect the Company's capital mobilization in all forms and advise the Board of Directors on related issues Advise the Board of Directors on the accounting regime and its changes over time in business activities

Lead and coordinate with other relevant departments to make financial plans, short-term and long-term business plans for their units Fully perform the work of making financial statements, and making statistics of financial plans in accordance with the Company's regulations

● Finance Department:

The finance department has an important role in ensuring that the business has the necessary amount of cash for business activities and ensures that the business is managing and using the most effective cash as well as enough to meet all financial obligations of the business

PERSONAL COMMENTS:

It can be understood that Trung Nguyen Legend's structure is separated into many different departments and management levels in the context that the number of Trung Nguyen Legend's stores has increased rapidly in recent years, especially after the epidemic season By allowing middle management to make decisions while ensuring consistency between the coordination and control of activities, the division of management levels will help reduce the workload of the managers senior leadership for key technical organizations The division of work also encourages people to specialize more, operate with high productivity and efficiency, and complete tasks quickly and with fewer errors On the other hand, it can create barriers between other departments and the lack of important coordination will reduce the overall productivity

of the whole company

III Selling Process:

3.1 Prospecting:

Pioneering in applying the franchise business model in Vietnam, Trung Nguyen now has a network of nearly 1,000 franchised cafes nationwide and 8 overseas such as USA, Japan, and Singapore , Thailand, China, Cambodia, Poland, and 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 G7 Mart distribution centers nationwide

● Demographic: