Improving sales performance an analysis of challenges and solutions at skin special care vietnam co ltd

--- Page 1 --- FOREIGN TRADE UNIVERSITY FACULTY OF BUSINESS ENGLISH --------***-------- INTERNSHIP REPORT Major: Business English IMPROVING SALES PERFORMANCE: AN ANALYSIS OF CHALLENGES AND SOLUTIONS AT SKIN SPECIAL CARE VIETNAM CO.,LTD Student full name : Ngô Thị Ngân Student ID : 2227713012 Class : F22A - TATM Intake : 22 Supervisor :Vu Thi Phuong Dung MSc. --- Page 2 --- Hanoi, July 2024 TABLE OF CONTENT LIST OF FIGURES Figure 1. 1. Company logo 4 Figure 1. 2. Organizational structure of the company 6 LIST OF TABLES Table 1. 1 : Online sales at SSC VN 2024 7 Table 2. 1: Online sales at SSC VN 2024 10 Table 2. 2. Revenue structure in the second quarter of 2024 by price tiers 10 Table 2. 3. Revenue structure in the second quarter of 2024 by Product Industry 13 Table 2. 4: Revenue from supplying goods to distributors in the second quarter of 2024 15 Table 2. 5. To evaluate the performance of offline sales channels 16 --- Page 3 --- ACKNOWLEGEMENT To complete this report well, besides my own efforts, I received help from many groups and individuals. First, I want to thank all the teachers in the Business Management Department and other teachers at Foreign Trade University. I am especially grateful to my supervisor, Ms. Vu Thi Phuong Dung, who guided me during my internship and helped me finish this report. I also got a lot of help from the staff at SKIN SPECIAL CARE VIETNAM CO., LTD (SSC VN). I want to thank Mr. Hwang, the operations manager, and Mr. Yu, who gave me advice during my internship. I am grateful to the company leaders and all the staff who gave me good conditions to learn practical knowledge and have valuable experiences in a professional and dynamic work environment. --- Page 4 --- Finally, I wish all the teachers good health and success in their noble careers. I also wish the staff at SKIN SPECIAL CARE VIETNAM CO., LTD good health, success in their work, and hope the company continues to grow strong, expand its market, and achieve many great things in the future. Hanoi, day ... month ... year ... Student (student''''s name) INTRODUCTION 1. General information about the internship My internship at SKIN SPECIAL CARE VIETNAM CO., LTD (SSC VN) gave me a great chance to learn more about the sales activities of a top personal care company in Vietnam. For one month, from May 20, 2024 to June 20, 2024, I had valuable real-life experiences and learned a lot. I worked from 9:00 to 12:00 and from 13:00 to 17:30 every day. I did many different tasks like livestreaming and introducing products online, talking to customers and answering their questions, making sales reports and weekly plans, helping with admin work, and managing customer relationships. Making weekly sales reports and plans for the next week helped me understand better how SSC VN works and their sales strategies. 2. Reasons for choosing the topic In the very competitive personal care market, the sales process is very important for a company''''s success and growth. A good sales process not only increases revenue but also makes customers happy. This builds customer loyalty and long-term relationships. When customers feel well-served and get good value for their money, they are likely to buy again and tell their friends about the products. This helps the company increase sales and improve its reputation in the market. On the other hand, a bad sales process can make customers unhappy and they might switch to competitors. So, companies need to regularly check and improve their sales process to keep growing. At SSC VN, even though they have tried to improve their sales process, there are still some weak points. The current process is not very efficient and sometimes takes too much time and effort from staff. Also, the product delivery to customers is not always good, with sometimes late or wrong deliveries. These problems affect both staff productivity and customer satisfaction. In this competitive market, SSC VN needs good solutions to improve their sales process and service quality to stay competitive and grow in the long term. That''''s why I chose the topic " IMPROVING SALES PERFORMANCE: AN ANALYSIS OF CHALLENGES AND SOLUTIONS AT SKIN SPECIAL CARE VIETNAM CO.,LTD". I want to study these issues deeper and suggest practical solutions. By carefully analyzing SSC VN''''s current sales process, finding weak points, and suggesting improvements, I hope this report will help the company grow and work better. Also, the experiences and lessons from this study will be very useful for my future career. 3. Objectives of the report This report aims to evaluate the current sales performance, identify challenges, and suggest improvements to increase sales performance at SKIN SPECIAL CARE VIETNAM CO., LTD. 4. Structure of the Report Chapter 1: Company overview Chapter 2: Situation analysis Chapter 3: Recommendations to improve sales performance at skin special care vietnam

FOREIGN TRADE UNIVERSITYFACULTY OF BUSINESS ENGLISH

-*** -INTERNSHIP REPORT

Major: Business English

IMPROVING SALES PERFORMANCE: AN ANALYSIS OF CHALLENGESAND SOLUTIONS AT SKIN SPECIAL CARE VIETNAM CO.,LTD

Student full name : Ngô Thị Ngân Student ID : 2227713012 Class : F22A - TATM

Supervisor :Vu Thi Phuong Dung MSc.

Hanoi, July 2024

1 General information about the internship 2

2 Reasons for choosing the topic 2

3 Objectives of the report 3

4 Structure of the Report 3

CHAPTER 1: COMPANY OVERVIEW 4

2.1 Current Sales Performance at SSC VN 10

2.1.1 Sales Metrics and KPIs 10

2.1.2 Market Positioning 11

2.1.3 Customer Engagement Strategies 13

2.2 Analysis of Sales Channels 13

2.2.1 Online Sales 13

2.2.2 Offline Sales 15

2.3 Evaluation of Current Sales Strategies 16

2.3.1 Achievements 16

2.3.2 Limitations and Causes 17

CHAPTER 3: RECOMMENDATIONS AND LESSONS LEARNT AT SKIN SPECIAL CARE VIETNAM 18

3.1 Lessons Learned 18

3.2 Recommendations 19

3.2.1 Optimize multi-channel strategy 19

3.2.2 Improve supply chain management 19

3.2.3 Increase product research and development 20

LIST OF REFERENCES 22

I also got a lot of help from the staff at SKIN SPECIAL CARE VIETNAMCO., LTD (SSC VN) I want to thank Mr Hwang, the operations manager, and Mr.Yu, who gave me advice during my internship I am grateful to the company leadersand all the staff who gave me good conditions to learn practical knowledge andhave valuable experiences in a professional and dynamic work environment.

Finally, I wish all the teachers good health and success in their noble careers.I also wish the staff at SKIN SPECIAL CARE VIETNAM CO., LTD good health,success in their work, and hope the company continues to grow strong, expand itsmarket, and achieve many great things in the future.

Hanoi, day month year Student (student's name)

INTRODUCTION1 General information about the internship

My internship at SKIN SPECIAL CARE VIETNAM CO., LTD (SSC VN)gave me a great chance to learn more about the sales activities of a top personal carecompany in Vietnam For one month, from May 20, 2024 to June 20, 2024, I hadvaluable real-life experiences and learned a lot.

I worked from 9:00 to 12:00 and from 13:00 to 17:30 every day I did manydifferent tasks like livestreaming and introducing products online, talking tocustomers and answering their questions, making sales reports and weekly plans,helping with admin work, and managing customer relationships Making weeklysales reports and plans for the next week helped me understand better how SSC VNworks and their sales strategies.

2 Reasons for choosing the topic

In the very competitive personal care market, the sales process is veryimportant for a company's success and growth A good sales process not onlyincreases revenue but also makes customers happy This builds customer loyaltyand long-term relationships When customers feel well-served and get good valuefor their money, they are likely to buy again and tell their friends about theproducts This helps the company increase sales and improve its reputation in themarket On the other hand, a bad sales process can make customers unhappy andthey might switch to competitors So, companies need to regularly check andimprove their sales process to keep growing.

At SSC VN, even though they have tried to improve their sales process, thereare still some weak points The current process is not very efficient and sometimestakes too much time and effort from staff Also, the product delivery to customers isnot always good, with sometimes late or wrong deliveries These problems affectboth staff productivity and customer satisfaction In this competitive market, SSCVN needs good solutions to improve their sales process and service quality to staycompetitive and grow in the long term.

That's why I chose the topic " IMPROVING SALES PERFORMANCE: ANANALYSIS OF CHALLENGES AND SOLUTIONS AT SKIN SPECIAL CAREVIETNAM CO.,LTD" I want to study these issues deeper and suggest practicalsolutions By carefully analyzing SSC VN's current sales process, finding weakpoints, and suggesting improvements, I hope this report will help the company growand work better Also, the experiences and lessons from this study will be veryuseful for my future career.

3 Objectives of the report

This report aims to evaluate the current sales performance, identifychallenges, and suggest improvements to increase sales performance at SKINSPECIAL CARE VIETNAM CO., LTD.

4 Structure of the Report

Chapter 1: Company overviewChapter 2: Situation analysis

Chapter 3: Recommendations to improve sales performance at skin specialcare vietnam

CHAPTER 1: COMPANY OVERVIEW1.1 Company Overview

1.1.1 History

Figure 1 1 Company logo

(Source: Skin Special Care Vietnam system)

Company name: SKIN SPECIAL CARE VIETNAM CO., LTDTax code: 0110678863

Address: No 11, Alley 23, Lane 124, Hoe Thi Street, Phuong Canh Ward,Nam Tu Liem District, Hanoi

Representative: Hwang InhyeongPhone: 0981474703

Operating date: 12 – 01 – 2024

Skin Special Care Vietnam Co., LTD was founded on January 12, 2024 Itsoffice situated in No 11, Alley 23, Lane 124, Hoe Thi Street, Phuong Canh Ward,Nam Tu Liem District, Hanoi Skincare experienced businessman Mr HwangInhyeong founded SSC VN Introducing luxury skincare products and solutions tothe Vietnamese market helps the company meet the growing needs of consumers.

SSC VN focused mostly on researching and developing novel skincareproducts from start These things combine modern technology with Asian beautysecrets The company heavily invested in buildings and equipment They alsoworked with top authorities both within and outside Vietnam to provide a broadrange of products for different skin types and customer needs.

Apart from stressing the quality of goods, SSC VN improved the standard ofits services They gathered a team with professionalism, dedication, and well-training To provide customers the perfect shopping and cosmetic experience, the

company opened a large network of spas and shops These projects gave SSC VNcredibility and support from many customers very quickly It immediately becameamong the best skincare brands available in Vietnam.

1.1.2 Mission, vision, and core values

Skin Special Care Vietnam Co., Ltd (SSC VN) aspires to provide superiorskincare products and services in order to meet the many needs of customers Good,brilliant skin not only increases external appeal but also sends confidence, vigor,and enjoyment SSC VN therefore keeps studying, producing, and improvingproducts under continuous effort We also put together a qualified, dedicated teamready to meet all customer needs.

Vision of SSC VN is to be the top skincare brand in Vietnam, trusted andvalued by customers for exceptional product quality, great service, and socialcontributions By means of skincare, we want to provide them a beautiful life full ofconfidence and energy Rising to be a respectable foreign skincare company, SSCVN also aims to expand to regional and global markets.

SSC VN relies on these basic ideas to realize our vision andobjective:Quality: We promise to provide the highest quality skincare products andservices, developed by top experts using safe and effective natural ingredients.

1 Creativity: SSC VN keeps innovating and improving, trying to create uniqueproducts and experiences that satisfy customers throughout their skincarejourney.

2 Dedication: We always put customers first, listening to and understandingtheir needs and wants, to provide the best skincare solutions for healthy andglowing skin.

3 Responsibility: SSC VN commits to sustainable business practices, beingresponsible to the environment and community We use natural, eco-friendlyingredients and actively join charity activities to help build a better society.

1.1.3 Organizational Structure

Figure 1 2 Organizational structure of the company

(Source: Skin Special Care Vietnam system)

The organizational structure of Skin Special Care Vietnam CompanyLimited (SSC VN) is built with the direction and supervision of the ExecutiveBoard The Executive Board is responsible for setting the company's long-term andshort-term strategies and goals, while ensuring smooth coordination betweendepartments to achieve those goals.

Under the leadership of the Executive Board are functional departments, inwhich the Office Division plays an important role in supporting and coordinatingthe activities of the entire company The Office Division includes three maindepartments: the Representation Office, the Finance & Accounting Department, andthe Administration and Human Resources Department.

The Representation Office is responsible for building and maintainingrelationships with partners and authorities, representing the company in externalactivities The Finance & Accounting Department handles financial management,accounting, preparing financial reports, and advising the Executive Board on

financial decisions The Administration and Human Resources Department manageshuman resources, recruitment, training, employee performance evaluation, and isresponsible for the company's administrative and legal issues.

The Sales Division is primarily responsible for promoting sales anddeveloping markets, including the Sales Department and the Marketing Department.The Sales Department directly seeks, approaches, and takes care of customers,ensuring the completion of sales targets The Marketing Department conductsmarket research, develops and implements marketing strategies and programs topromote the company's brand and products, attracting and retaining customers.

The Supply Chain Department plays a crucial role in ensuring a stable supplyand product quality, managing two main warehouses: SSC VN Warehouse andDongyangnonsan Warehouse This department is responsible for productionplanning, inventory management, transportation, and delivery to customers, whileclosely coordinating with other departments to optimize the supply chain.

With an organizational structure that includes the Executive Board, OfficeDivision, Sales Division, and Supply Chain Department, SSC VN expects tomaximize the capacity of each department, create linkages and mutual support,thereby improving the operational efficiency and competitiveness of the enterprisein the increasingly fierce skincare market.

1.1.4 Product lines and business performance

1.1.4.1 Product lines

Skin Special Care Vietnam Company Limited (SSC VN) proudly offers adiverse collection of high-quality skincare products that meet all beauty and skinnourishment needs SSC VN provides four main product lines: cleansing (facialcleansers, makeup removers, toners), moisturizing (serums, moisturizers, eyecreams, face masks), sun protection (high SPF, gentle formulas), and specialtreatments (acne, dark spots, sensitive skin, aging) With a diverse collection, SSCVN is committed to bringing an excellent skincare experience, helping customersfind their most natural and radiant beauty.

1.1.4.2 Business performance

Table 1 1 : Online sales at SSC VN 2024

Unit: VND

2024/01 2024/02 2024/03 2024/04 2024/05265.864.770 95.125.750 391.110.976 184.253.728 218.396.249

(Source: 2024 sales report of sales department)

According to the table, sales fluctuated significantly throughout the months;the highest level in March at 391,110,976 VND and the lowest level in February at95,125,750 VND Changes in customer buying behavior, new product debuts, ormarketing campaigns among other aspects might help to explain the notabledifferences in sales throughout months Although the dip in February might be theresult of the Lunar New Year, when online buying demand usually drops, aneffective marketing plan may be the reason for the notable increase in sales inMarch Despite the fluctuations, SSC VN's online sales which show customerinterest and trust in its products remain very high

1.2 Internship Activities

Assigned to the sales division of Skin Special Care Vietnam CompanyLimited (SSC VN), the internship program calls for vitality, creativity, and goodcommunication skills Seeking education and growth of practical experience, Isought to actively participate in departmental activities and do the assigned taskssatisfactorially.

Among my many responsibilities, top priority was helping the sales teamapproach, counsel, and client care I often responded to customer questions aboutitems, promotions, usage rules, and related issue solving via phone, email, and otherinternet sites I also contributed to customer satisfaction guarantee, orderprocessing, and delivery status monitoring This has helped me to improve mylistening skills, knowledge of customer needs, and capable, adaptable managementof problems.

Besides sales support work, I also had the opportunity to participate inmarket development projects and consumer behavior research I assisted incollecting and analyzing data, and making reports, helping the company betterunderstand consumer preferences, consumption trends, and develop appropriate

business strategies This was a valuable experience, helping me develop analyticalthinking, data processing skills, and apply marketing knowledge to practice.

Throughout the internship, I always actively learned from colleagues andsuperiors I actively participated in meetings, discussions, and contributed ideas,while not hesitating to ask questions when facing difficulties Thanks to thededicated guidance of my department's seniors and my progressive spirit, Igradually improved my sales skills, expanded my industry knowledge, and becamemore confident in my work.

The internship experience at SSC VN has brought me many valuable lessonsand a clearer orientation for my future career I realized that sales is not simplyabout finding customers and driving sales, but also about building trustingrelationships, delivering value, and ensuring customer satisfaction.

CHAPTER 2: THE CURRENT SITUATION OF SALES PERFORMANCEAT SSC VN

2.1 Current Sales Performance at SSC VN

2.1.1 Sales Metrics and KPIs

2.1.1.1 Overview of current sales figures

Table 2 1: Online sales at SSC VN 2024

Unit: VND

265.864.770 95.125.750 391.110.976 184.253.728 218.396.249

(Source: 2024 sales report of sales department)

Table 2.1 presents the online sales of Skin Special Care Vietnam CompanyLimited (SSC VN) in the first 5 months of 2024 The data shows significantfluctuations in sales over the months January achieved an impressive revenue of265,864,770 VND, creating a favorable start for the new year However, Februarywitnessed a sharp decline to 95,125,750 VND Moving into March, online salesskyrocketed, reaching 391,110,976 VND April continued to record a decrease witha revenue of 184,253,728 VND, before recovering in May with 218,396,249 VND.Overall, SSC VN's online sales exhibit a fluctuating trend, alternating betweenpeaks and troughs throughout this period.

2.1.1.2 Analysis of sales trends over the second quarter of 2024

Table 2 2 Revenue structure in the second quarter of 2024 by price tiers

Unit: VND, %