Plan for changing from sales orientation to customer orientation at malaya vietnam glass ltd master project in business and marketing management

commitment In order to convert to the new orientation, it’s very important for any company to change from the top management of the company because they will be the main source propose all strategies and plans for changing They will be the direct persons to instruct all Departments for any strategies or plans that give the best results to the company They should follow up the report from the relevant departmenst about customers’ satisfaction, and they must pay attention to customers’ ideas or recommendation Step 2: Establish customers database system with all information as follows: - Specific products - Annual volume - Distribution market - Potential products to be developed in the market in the next two years Step 3: training the staffs This is a necessary step for this change because the staffs are the persons who will directly implement what the management decides and will be responsible for all plan and strategies proposed by the Management In details, Sales staff will have a chance to join the courses such as:- Customer relationship management - Selling skills and customer service - Skills to take care customers 23 - Handling complaints - Negotiation skill Step 4: Re-organize the company structure to ensure that each department implements its functions and responsibility in accordance with the new Orientation Step 5: Recruitment for some missing positions in Customer service This will be a very important step for MVG because this department will be a connection between MVG and customers This department will be responsible for the following tasks: - Supply customers all information about price adjustment, contracts, service, delivery and any other information related to the company - Follow up with customer’s demand 24 Chapter IV BUDGET & ACTION PLAN FOR CONVERTING FROM SALES ORIENTATION TO CUSTOMER ORIENTATION Budget In order to convert to the new orientation, MVG will need to invest a big amount of money for recruiting new staff, implementing new marketing strategy with the new orientation… Below is the budget cost for converting strating from 2011 to 2015        Leadership   strengthening    1st year   Training cost  Research  competitors  and customers   Recruitement new  employee;  establishment and  maintain of customer  service dept and uphold;  and annual total cost   Customer conference  Total      2nd year  3rd year      192,000                  192,000             192,000      4,545    4,545       7,000                       5,570                  5,570  11,000  9,500     31,818                    31,818      246,363                 243,433  9,500              31,818             238,888 Unit: USD  4th year      192,000   5th year     192,000         5,570   5,570  8,500  8,500     31,818   31,818  228,888          228,888  Finance Due to 70% market of MVG is domestics market; the company is expected to have 25% of increment for local market Follow the marketing plan from 2011 -2015 and application of the new orientation, the revenue of the company will be increasing every year i.e 31% for 2011, and 15% for the other four years 25 Due to B2B model and the business line of the company is industry, the marketing activities will be implemented in order to transfer the definite slogan of the company and MVG will spend 8% of their cost for markting activities The below table will present the budget for marketing activities from 2011 to 2015 (Unit: USD’000) 2011 2012 2013 2014 2015 Export 2,708 3,114 3,581 4,118 4,736 Import 11,961 13,756 15,819 18,192 20,921 Local 22,337 21,328 27,853 36,232 46,227 Revenue 37,660 29,861 38,198 26,624 47,253 33,181 58,542 41,905 71,884 52,507 2,388 2,130 2,654 3,352 4,201 Total cost of sales Marketing expenses Concrete strategy plan in 2011 1st Q Key 2nd Q 3th Q 4th Q PIC activities Strenthen  Visit Annual customer customer Customer value and (key account Conference relationship customers in the South North, and Centre of Vietnam ) Production Trial run new site at Commercial Production run based on team & Sales customer orders team 26  Price increase Price New price General due to high policy for Director inflation rate customer Sales/Marketing and high cost after Team for moving to raw matereials the new Estimated site, the new ex- increment is work price 10% can be decreased 5% Branding & Update short International all A infomartion marketing on activities leaflet, about cataloge and Beverage in forecast for company November the of history, Budget: 2011 with new business, USD4,500 strategies site location and other interesting information  Budget : USD800 - Recruit CS CS Dep & Manager & Manpower staffs Recruitment Team and situation website, (video) on TV Food products, new Establish the Marketing exihibition on business program other Update year and 27 Chapter V CONCLUSION Generaly speaking, glass packaging is not a young business in Vietnam but because the nature of the business, not many of glass packaging manufacturers invest into this field But it seems to be changed in the modern society like nowadays, more people concern to environment and all products can help to protect it Because of those reasons, more and more foreign companies invest to this field as they recognize it is a potential market In the future, it will be a big challenge to MVG because their competitor is not only San Miguel Yamamura Hai Phong, but also Thai Glass Incorporation and some other local manufacturers, especially can and plastics manufacturers in according with the “take-home” trend of the consumers In summary, MVG will have to take fully five (5) steps as mentioned above in order to change to Customer Orientation, and the most important condition of this procedure is changing from the thinking of every staff in MVG The budget for converting is USD246, 363 for the first year and this budget will be decreased right after this model come into effect with the expectation of gaining back old customers and attract the new potential customers and incrase the customer value so that customers always feel satisfied for choosing our products However; this study also has some limitation Due to the business is glass packaging industry which is quite exclusive in Vietnam; there is a limitation on competitors’ information Moreover, all of the figures in this study are real figures from MVG’s internal report or self research By analyzing and overcoming the weakness and threat; together with the combination of strength and opportunities, MVG can be surely a leader in glass packaging manufacturing in Vietnam, thanks to new technology and technical support from new owners and ofcourse the new orientation also ... customer? ??s demand 24 Chapter IV BUDGET & ACTION PLAN FOR CONVERTING FROM SALES ORIENTATION TO CUSTOMER ORIENTATION Budget In order to convert to the new orientation, MVG will need to invest a big... price General due to high policy for Director inflation rate customer Sales/ Marketing and high cost after Team for moving to raw matereials the new Estimated site, the new ex- increment is work... with the expectation of gaining back old customers and attract the new potential customers and incrase the customer value so that customers always feel satisfied for choosing our products However;