Final Report Topic- The Sale Plan Of Cholimex.pdf

Sales targets Numbers of salesperson Phan Hồ Tú Quyên 22012104 Design PPT Microeconomics Macroeconomic Lé Thi Minh Phuong 22009464 Chili Sauce Market Resources at the company Impleme

Công Thị Ngọc Anh 22001257

Lê Hoàng An 22003152

Sales targets Numbers of salesperson

Phan Hồ Tú Quyên 22012104

Design PPT

Microeconomics Macroeconomic

Lé Thi Minh Phuong 22009464

Chili Sauce Market Resources at the

company Implement word

Nguyễn Thị Kim Ngân 22004557

Business strategy Distribution system Implement word

Céng Thi Ngoc Anh 22001257

Marketing support Budget

Truong Tan Sang 22008314 Company overview

Vision, mission

SWOT Design PPT

RECOMMENDATION OF LECTURER

Mục lục

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Next, we also thank Hoa Sen University for creating a dynamic and practical learning environment that helps us cultivate more useful knowledge and prepare for the future

LIST OF TABLE

Table 1: Cholimex sales target for 3 months in HƠMC cài 24 Table 2: Cholimex sales target by week in HCM nhe 24 Table 3: EVenf DTOC€SS Tnhh ng kh TT ki 32 Table 4: Event budget cere ernie eri vn khe kh 33

LIST OF FIGURES

Figure 1: Frozen food of Cholimex v.00 eens 3 Figure 2: Sauces of ChoÌiimex ne anne 3 Figure 3: Cholimex's competitOr 0 ki ĐK ĐEN 8

Figure 4: Cholimex hot chiÏÌi sauCe .- nh nh he 12

Figure 5: Cholimex revenue and profit in 2021 (source: Cholimex Food's 2021 annual

š995 00T ằ«a aa an nie 14

Figure 6: Cholimex business results in the first quarter of 2022 (Source: Cholimex's financial statements for the first quarter Of 222) cọ kêu 15 Figure 7: Cholimex business results in the second quarter of 2022 (Source: Cholimex's financial statements for the second quarter Of 2022) 00 eee 15 Figure 8: Cholimex business results in the third quarter of 2022 (Source: Cholimex's

financial statemen(s for the third quarter of 2022) nh nh ke 16

Figure 9: Growth of the world chili sauce market (Global Chili Sauce Market, 2020)

" IE I EE nee ete rene enaaeeeetenaas 17 Figure 10: Cholimex recruitment poster ccc ccceciceessereeeeeeeenennneerertetennaeeeees 19 Figure I1: Cholimex eXpOF{ IaTK€( ch nh kết 20

Figure 12: Financial statements for the Third quarter of 2022 (BAO CAO TAI

CHÍNH QUÝ III NĂM 2022, 2022) v.cccecescsssssssessscsessssstsesecececsesesssssseeeaeavansnetsesees 21

Figure 13: Cholimex recruiment announcement (CholimexFood tuyén dung, 2022).25 Figure 14: Cholimex recruiment anouncement on vieclam24 (Tim viéc lam, 2023) 26 Figure 15: Cholimex product adverfise from Bach Hoa Xanh 28 Figure 16: Cholimex exclusive distribution links Íor resfauranfS 29

Figure 17: Cholimex cooperate with TÌV ShOW nh nhe nh nh 30

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INTRODUCTION

In order to bring success to a business, it is necessary to coordinate in harmony between many different departments: Production, Packaging, Shipping, Especially, Sales Management plays an extremely important role Sales Management - a course that complements future managers in planning, directing and controlling personal selling, setting sales goals and how to lead everyone achieves that goal

After 15 lessons, under the guidance of Mr Phan Minh Tuan, our group chose Cholimex

to do the final project It will include: Overview of Cholimex company, Analysis of the business environment of the enterprise, Business activities, Development of future sales plans

1 COMPANY OVERVIEW

1.1 General introduction

Cholimex Food Joint Stock Company was established on April 15, 1981 with the predecessor company being a direct import-export joint-stock company in District 5 After nearly 42 years of establishment and development, Cholimex has become a leading producer, processor, and distributor of sauces, condiments and value-added frozen foods with a diversified product chain that meets the needs of customers, fully meeting national and international food safety and hygiene standards In line with the widespread consumption needs of the domestic and export markets

“ Vision

- Become the leading and prestigious food store of consumers in Ho Chi Minh City

- Efforts to diversify civilized and modern retail models

- Strengthen strong ties with users and the community

“ Mission

- Meeting the needs of consumers for clean food

- Bringing customers convenience, safety and added values

- Contributing to improving the quality of life

“+ Core value

- Always create and innovate to achieve professionalism and perfection

- All activities are always towards the social community

1.2 Product

In Vietnam, not only professional chefs but also family meals are very familiar with Cholimex products In addition to natural raw materials, distilling essences from fresh agricultural products along with building quality management systems that meet international standards: ISO 9001, ISO 22000, BRC , Cholimex Food always upholds Focusing on the taste of users, the Company has continuously researched and developed

a variety of spices, sauces to meet the needs of all customers

Cholimex's products include 2 main lines: frozen products and sauces

Usually sauces and dipping products include chili sauce, ketchup, black sauce, fish sauce, soy sauce, oyster sauce, etc Each type has diverse and rich flavors, making it easy for diners to choose products favorites for each dish For example, chili sauce with pungent, sweet and sour taste, soy sauce, ginger or chili sauce for typical Vietnamese noodle soup, fish sauce has a pure type of 40 protein, 35 protein, 12 protein, water vegetarian fish sauce, instant fish sauce meet all the needs of dipping, mixing, cooking in the processing of savory dishes as well as vegetarian dishes

Bánh Xếp Kiếu Nhật MIi Chế giò xốp Cholimex Xúc xich Mochi 250g Xúc xích chiên Taho Xúc xích hếp Tako 300g

Banh bao nhan thịt 400g, Bánh xếp kiếu Nhật 350g, Chao tim 350g Sỏi cáo tôm thịt 300g Hoành thánh 300g,

Sauce nước chấm, gia vị hấm - Sauce nước chấm, giav|

Tương đen Phố 230g Tương đen 2.1kg

Figure 2: Sauces of Cholimex

1.3 SWOT

® Strengths

- The company has created a solid and positive right with lots of experience

The brand Cholimex has become more and more known Relations with relative foreign partners wide, close relationship and high reliability, reputable in transactions and payments

Have a good relationship with the authorities and domestic banking

Gain the trust of the two city officials as well as Customs Sub-Departments Have strong financial potential

Long-standing customer base and market

Diverse products can help customers easily choose the right product

Suitable for Vietnamese taste Because of more than 40 years of operation, Cholimex has carefully researched the taste of Vietnamese people, thereby offering products with suitable flavors

There is a wide distribution system, helping consumers to easily buy Cholimex Food products anywhere

There is no dedicated marketing department

Market research and competitor research have not been paid enough attention Buying and selling transactions are often based on loyal customers and long- standing relationships

The capital is still limited, so it does not meet the investment requirements according to the general development strategy of the company

Difficult to access high -end segments Because the image of the popular brand has been ingrained in the minds of the majority of consumers, this makes it difficult for the brand to access high -end segments

Opportunities

The State's economic and financial reform policies to support businesses

- The Government continuously offers flexible solutions and policies to support the economy in each period and has had certain impacts in recent times The system of preferential tariffs and import taxes is reduced compared to the past

- The increasing demand of the people leads to an increase in the consumption of the market Consumption of spices increased due to changes in consumer habits e@ Threats

- The impact of the financial crisis and economic downturn is affecting on a global scale Mainly paying for imported goods in USD, the price going up and down often affects the import and export

- The fluctuation of interest rates on bank loans affects the import business of the company

- More and more foreign companies are opening branches in Vietnam, importing and distributing their own goods

- Competition from rivals: The development market will come with increased pressure from competitors Currently in the spice market, Cholimex Food must

compete with many big men such as Masan, Knorr, Nestle, In addition, there

are smaller domestic businesses that are also thriving and putting great pressure

- The trend of healthy eating, less salt, less spice Increasing when science of health develops, people are more aware of the dangers of too much salt consumption This has led to a healthy wave of eating, reducing salt, reducing industrial spices This is a big challenge for Cholimex Food Because the products of this brand are large, the spices increase the richness such as fish

sauce, soy sauce, chili sauce SWOT CHOLIMEX, 2014)

2 ANALYSIS OF BUSINESS ENVIRONMENT

2.1 Macroeconomic (PEST)

© Politics

The political stability of our country is an environment that creates many favorable business opportunities for businesses This is the factor that has the strongest impact on business performance Each line of business has its own regulatory and legal

documents The company must orient and operate in accordance with the constitution and the law Therefore, this change strongly affects the operation of the retail system Political factors have a close relationship with the industry Stable politics will create a favorable business environment

Due to the long-term effects of the covid pandemic from 2019, the Government of Vietnam has tightened social regulations to control the epidemic situation and stimulated supply with support packages such as tax reduction, extension of payment

period, etc tax,

The year 2022 can be considered as a challenging year for Vietnam's economy and society In the face of rapid, unpredictable fluctuations and high volatility, inflation this year increased rapidly and forced the government to tighten monetary policy In 2022, due to high global inflation pressure, the State Bank of Vietnam has adjusted interest rates to match the international context and stabilize the macro-economy, which is a positive thing this year (Bức tranh kinh tế Việt Nam 2022, 2022)

e Economy

Globalization and international economic integration have become one of the main trends of modern international economic relations Vietnam's economy has successfully transformed from a low-income country to a middle-income country, while affirming Vietnam's position as an official member of the globally integrated economy Data from the General Statistics Office shows that the total retail sales of consumer goods and

services in the first 6 months of 2019 reached VND 1,924.1 trillion, up 10.1% over the

same period last year, excluding the same period last year price factor increased by 8.4% (higher than the increase of 8.1% of the same period in 2018) Too much growth Statistics from an Institute under the Ministry of Industry and Trade show that the

estimated sales of Vietnam's retail market alone in 2022 will reach 179 billion USD,

which opens up a business opportunity for many investors

In 2022, despite many difficulties, Vietnam's economy still has remarkable things Thanks to government policies and efforts from businesses, the economy recovered and achieved a high growth rate GDP this year is estimated to increase by 8.02% compared

to 2021 According to a report by the General Statistics Office, for the first time, Vietnam's GDP reached US$409 billion Moreover, although in 2022, many major

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economies still suffer from double-digit inflation, Vietnam still successfully controls

inflation (Kinh tế Việt Nam khép lại năm 2022 với nhiều con số ấn tượng, 2022)

e Technology

Advances in technology bring modern machines and online shopping models The development of this model and the change in purchasing behavior due to the impact of the epidemic forced businesses to change distribution channels, improve operational efficiency and satisfy customers Thereby achieving higher revenue

Enterprises invest in automatic machines and equipment at stages to increase labor productivity and save labor such as: block shrink film machine, automatic carton packing machine, investment in freezing machine

of 25 and 65

In addition, Cholimex Food's marketing strategy also targets its target customers, which are fast food brands and restaurants This is also a very large consumer group

@ Top Main Competitors

Operating mainly in the potential spice market, Cholimex Food has a long list of competitors First of all, Masan - Cholimex Food's biggest competitor Masan and Cholimex Food are two big players vying for the leading position in the sauce market share Cholimex Food's marketing strategy needs to pay attention to research measures

to compete with Masan Domestic brands such as Thanh Trung, Nam Duong, Ong Tay,

etc are also formidable competitors In addition, Cholimex Food's competitors also have strong foreign companies such as Knorr and Nestle, which are also promoting the

standards such as: ISO 22000, BRC, ASC, KOSHER , granted EU Code DL62,

eligible for export to the European Union (EU)

3 BUSINESS ACTIVITY

3.1 Business strategy

e Product Strategy

Products are the main factor to create the difference in the marketing strategy of Cholimex Food Though, the strategy that Cholimex Food is aiming for is to develop a variety of product lines The total product Cholimex Food is producing and distributing are 113 products There are 91 products which are in the convenient line of condiments and sauces The most diverse products are 22 types of chili sauce , 10 types of fish sauce, 8 types of satay, There are also 22 products in the frozen food group

Product capacity is very varied, packaged in different volumes to suit the customers needs For example: Cholimex chili sauce products have 4 capacities and 2 different packaging types such as normal 270g bottles, 270g glass bottles, 830g bottles, 2.1kg bottles and 5kg bottles

However, the product packaging of Cholimex Food has not been appreciated The packaging style of the company is quite simple, not eye-catching, there is no obvious difference between the product lines Although in the new product lines, the appearance

of Cholimex Food has been more modern, but with the old product lines, there has been

no change

e Price Strategy

Cholimex Food is developing two different directions in terms of price strategy Firstly, with products in the segment of Cholimex Food jars, people have the lowest cost to maintain preferential prices The price of Cholimex Food is usually lower when compared to other brands such as Chinsu, Maggi, Knorr, In the low price market, this

is how Cholimex Food helps itself maintain its brand position

Secondly, the affordable product lines have low cost - fast consumption - low profit, so Cholimex Food expands to higher-end segments with higher prices Cholimex Food develops many different product lines such as Ketchup Ketchup, High Protein Fish Sauce, Natural Chili Sauce, etc - these products are priced at 2 times higher than similar products in the low price segment

e Distribution strategy

In 2009, the product distribution model of Cholimex Food had a change of target Before the improvement, it must go through many different processes, a relative bottle

of Cholimex Food needs 1-2 weeks to reach the customers After that, Cholimex Food

changed its distribution system based on Unilever's model

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Cholimex Food reduced the number of agents to 1⁄2, converting from an agent model to

a distributor - link to complete the distribution system Cholimex Food sells products in the uniformity price policy, supporting the management of lower distributors to handle complaints This model helps the product distribution process to be efficient, managed and reduces cost loss

In addition, Cholimex Food has a very noticeable bright spot in its distribution strategy, which is penetrating into restaurants and fast food chains - a stable distribution channel with huge consumption power

3.2 Distribution

Cholimex Food has established a distribution system in 63 provinces and cities nationwide, distributing through many popular channels such as markets, grocery

stores, Mega supermarkets, Coopmart, BigC, Aeon, Emart, Vinmart, etc branded

Cholimex Food has been present in more than 30 countries in Asia, Europe and America with value-added processed products entering leading supermarket chains in the world

such as Mark & Spencer in the UK, Migros, COOP in Switzerland, Auchan, System U

in France, Metro, Edeka in Germany, Trader Joe's in the US

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of Vietnamese people One of them is the habit of eating fast food with chili sauce and ketchup In Western markets, food companies rarely offer dipping sauces to accompany

the food Therefore, when entering the Vietnamese market, these brands are confused

when looking for partners to supply chili sauce and ketchup Some brands choose partners from Malaysia and Indonesia However, this incurs additional shipping costs Cholimex Food is the only domestic brand chosen by fast food chains to sign a contract

to supply chili and ketchup products According to information from Cholimex Food's website, the company is currently a partner of companies such as Pizza Hut, Popeyes, Jollibee, The Pizza Company, Subway, etc With its strength in product diversity, Cholimex has provided partners with products with diverse capacities depending on the purpose of use For example, with Pizza Hut, Cholimex offers 270g bottles for table service and packs for takeout orders KFC again uses a large bottle to extract into a pump bottle to serve customers eating on the spot

il

ngày lãi bình quân nửa tỷ đồng, 2021)

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Kết quả kinh doanh của Cholimex Food

business activities under "new normal" conditions

According to the annual report dated April 15 in 2022, 2021 is a difficult year for Vietnamese businesses due to the impact of the Covid pandemic Against this backdrop, Cholimex Food has had a challenging year However, with the efforts of the whole company, they have successfully completed and exceeded the production and business

plan for 2021 Total revenue reached VND 2.513,046 billion, an increase of 11%

compared to 2020 and reached 100,5% plan Compared to 2020, pre-tax profit reached VND 232,484 billion, up 4,1% and reaching 101,1% of the plan In the fourth quarter

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2022)

THYC NAM 2021 % thực kí thực

ĐƠN VỊ | HIỆN KÉ hiện so| us"

TÊN ĐƠN VỊ TÍNH | NĂM | HOẠCH | THỰC | min | 2,

2020 HIỆN 2021 | no

(4) (PB) ()) (2) Y (4=3⁄2) | 6=3⁄1)

1 Tông doanh thu triệu đồng | 2.263.875 | 2.500.000 | 2.513.046| 1005| 1110

2 Lợi nhuận trước thuế triệu đồng 223.322 230.000 | 232.484] 1011| 1041

3 Lợi nhuận sau thuê nt 178.626 184.000} 185.987] 1011| 1041

4 Tỷ lệ cỗ tức (dự kiến) %/mệnh giá 50 >15 50 - 100,0

5 Ty suat LNST/Doanh thu thuan (ROS) % 7,9 1,4 = 93,7

6 Lai co ban trén CP (EPS) đồng 20.950 - 21813|_ - 104,1

ngày thu bình quân 7 tỷ đồng, 2022)

® In2022

According to the financial report for the first quarter of 2022, Cholimex's sales revenue was VND 235,5 billion, up 18,76% over the same period last year Besides, profit from sales and service provision was VND 170,9 billion compared to last year, up 17,6% and net profit from business activities had a high growth rate of 23,77%, reaching VND

24,39 billion From that, it can be seen that compared to 2021, in the first quarter of

2022, the company has successfully completed production operations and collected a good level of revenue Total revenue for the first quarter was VND 688,514 billion, up 18,9% (Bang cân đối kế toán, 2022)

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