Poor sales management at sing swee bee vietnam co , ltd

UNIVERSITY OF ECONOMIC HO CHI MINH CITY International School of Business - Tran Thanh Dien POOR SALES MANAGEMENT AT SING SWEE BEE VIETNAM CO., LTD MASTER OF BUSINESS ADMINISTRATION Ho Chi Minh City - 2019 UNIVERSITY OF ECONOMIC HO CHI MINH CITY International School of Business - Tran Thanh Dien POOR SALES MANAGEMENT AT SING SWEE BEE VIETNAM CO., LTD MASTER OF BUSINESS ADMINISTRATION SUPERVISOR: Dr Thu Phan Ho Chi Minh City - 2019 SUPERVISOR’S REPORT ON THE THESIS PROPOSAL SUBMITTED FOR DEGREE OF MASTER of BUSINESS ADMINISTRATION The thesis proposal title: POOR SALES MANAGEMENT AT SING SWEE BEE VIETNAM CO., LTD Student Name: Tran Thanh Dien Supervisor: Dr Thu Phan General comments: • Remarks on the student’s attitude: …………………………………………………………………………… …………………………………………………………………………… • Remarks on the assignment’s academic quality: …………………………………………………………………………… …………………………………………………………………………… Overall assessment:  Meet requirement for submitting  Not meet requirement for submitting Other remarks: − Did the student follow the report schedule?  Yes  No  Other………………………… − The Turning plagiarism percentage: Supervisor’s signature Table of Content Executive Summary Chapter I: Problem context I.1 Introduction I.2 Problem context Chapter II: Problem Identification II.1 Problem mess II.2 Problem justification Chapter III: Solutions III.1 Cause validation III.2 Alternative solutions III.3 Actions plan III.4 Conclusion Supporting information Appendixes References Executive Summary Sing Swee Bee is a company group from Singapore In Vietnam, they are operation with two companies: Sing Swee Bee Vietnam specialize in trading with Cylinder, valves and refrigerants and other is Sing Industrial Gas specialize in gases Sing Swee Bee is facing with sale decrease recently Therefore, researcher choose the Sing Swee Bee Vietnam is an object for research Initially, researcher use the sale data support from person in Sing Swee Bee Vietnam to identify the symptom in the organization Then research contact to key person in the company to interview to find the potential problem Researcher use the interview guideline get information from customers service and sale manager There are many potential problems are deployed related to weak sale strategy, sale staff decrease, customer complaint, loss big customers, threat from competitor…After that, using literature review and theory inform to analyze the data interview, researcher find out the main problem in Sing Swee Bee Vietnam is poor sale management: Limited of sale strategy, Weak sales leadership and Weak sales force Base on theory inform and famous paper, researcher find the solution for poor sale management and plan detail for it: action plan, expense, time line and expectation Then, bring alternative solution back to Sale manager to conduct the action plan via interview in-depth to choose the solutions are possible or impossible to help the company better Chapter I: Problem context I.1 Introduction The Company backgrounds Sing Swee Bee Group (SSB Group) is the holding company of Sing Swee Bee Enterprise, SSB Cryogenic Equipment and SSB Cryogenic Services Sing Swee Bee is a Singapore Company which established in with general export as its primary business activity Over the years, the company has grown strategically to encompass trading of industrial gas cylinders, valves, refrigerants, CNG and industrial gas related products as part of its host of business services The company continues to fulfil the huge demands on various industrial gas products, specialty and rare gases, supplying them to the gas and energy industry in the Asia Pacific region Today, the company is proud to establish itself as the largest stockiest of industrial gas cylinders and valves, and leading refrigerant supplier in Southeast Asia SSB Vietnam is a subsidiary of SSB group was founded in 2000 Over years working, SSB Vietnam build a customer’s network from the north to south but not follow any form They sell for whole customers with the same price and not have a policy to protect distributor However, at the present, SSB get some achievement such as a supplier of Samsung and Aqua Sing Swee Bee Group has subsidiaries which are SSB and SIG in Vietnam Table 1.1 Branch structure of Sing Swee Bee Group in Vietnam Sales Office Sing Swee Bee Vietnam Co., Ltd Sing Industrial Gas Vietnam Co., Ltd (SSB) (SIG) Address: Room 2B, 2nd Fl., Nice Address: Room 2B, 2nd Fl., Nice Building, 467 Dien Bien Phu St., Building, 467 Dien Bien Phu St., Ward Ward 25, Binh Thanh Dist., HCMC, 25, Binh Thanh Dist., HCMC, Vietnam Vietnam Warehouse/Factory Address: Lot B-3B5-CN, Road Address: Lot B-3B5-CN, Road NE5B, NE5B, My Phuoc IP, Ben Cat My Phuoc IP, Ben Cat Town, Binh Town, Binh Duong Prov, Vietnam Duong Prov, Vietnam Sing Swee Bee Group products in Vietnam SSB only sells industrial gas cylinders, valves, refrigerants but the company does not produce them In contrast, SIG manufactures and sells industrial gas cylinders, valves, refrigerants, CNG and industrial gas The Company organization Chart 1.1 Sing Swee Bee Vietnam organization structure General Manager Mrs Xuqin Sales staff Customer Service staff Accountant staff Chart 1.2 Sing Industrial Gas Vietnam organization structure General Manager Mr CS Accountant staffs Sales staffs Customer Service staffs Operation 20 staffs Human Resources staffs This essay focuses on analysis to find solutions to problems that occur at SSB companies I.2 Problem Context SSB Vietnam is facing with sales revenues decrease, from VND 31,399 million in 2016 to VND 29,016 million in 2018 to VND 26,953 million in 2018 as it has shown in Table 2.1 below: Table 2.1 Sales revenues of SSB Vietnam, 2016-2018, Unit: million VND 2016 2017 2017/2016 2018 2018/2017 1,638 1,650 1% 2,170 32% 287 238 -17% 992 317% 2,165 3,044 41% 3,409 12% Q1 4,090 4,933 21% 6,571 33% 2,624 2,335 -11% 1,616 -31% 2,882 1,266 -56% 2,152 70% 2,741 3,281 20% 3,982 21% Q2 8,247 6,883 -17% 7,750 13% 1,388 2,460 77% 1,245 -49% 2,506 3,271 31% 3,857 18% 4,200 2,735 -35% 2,762 1% Q3 8,093 8,466 5% 7,863 -7% 10 1,978 1,637 -17% 874 -47% 11 4,426 4,363 -1% 1,964 -55% 12 4,566 2,734 -40% 1,931 -29% Q4 10,969 8,734 -20% 4,769 -45% TOTAL 31,399 29,016 -8% 26,953 -7% Source: SSB Vietnam (2018) SSB Vietnam is operating in two segments: Cylinders & Valves and Refrigerants Cylinders and valves are usually sale combine together, hence the researcher put them in one table for simpler to discover And the order segment refrigerant is separate to another table Look at the table in percentage, the grow rate is not good both cylinder & Valves and Refrigerant Look at the table, the total revenue dropped about 8% from 2016 to 2017 and continue to down to 14% in 2018 compare with 2016 It is easier to discover the table by quarter instead of year The signal in the 1st quarter was quite good In 2018, it increased 61% compare with 2016 The revenue raised rapidly However, in the 2nd quarter, the revenue was declined Then in the 3rd quarter, this signal was better, we had the positive number in 2018 with increasing 5% and negative only -3% in 2018 Unfortunately, in the 4th quarter, the revenue decreased considerably 55% is the figure of revenue drop in 2018 The chart 2.1 below will illustrate more visually the change in sales over the period of 2016-2018 Chart 2.1 Changes in sales by quarters from 2016 to 2018 (1.000 VND) 12.000 10.000 8.000 2016 6.000 2017 2018 4.000 2.000 Q1 Q2 Q3 Q4 Percentage of Cylinder/valves and refrigerant: In Sing Swee Bee company, sales volumes of the company is decreasing The volume of sale in year 2016 to 2018 as follow chart: Chart 2.2: Volume of sales from 2016 to 2018 (1.000 VND) Cylinders & Valves Rifrigerant 35.000 30.000 6.325 6.120 25.000 6.130 25.074 22.896 20.000 21.063 15.000 10.000 5.000 - 2016 2017 2018 Rifrigerant 6.325 6.120 6.130 Cylinders & Valves 25.074 22.896 21.063 Although, in general total degree but the structure is not impact to both products, just cylinders and valves impacts Percentage of refrigerant is also increasing money directly allow customer’s debt If you were they, will you agree to work with SSB or find other suppliers Interviewer: How many sales in your company SSB? Do they have a good cooperate togethers? Respondent: uhm Right now, we only have one sale manager to handle everything related to sale Interviewer: From pass to now, you have only one or we used to have some and now we left one? Respondent: We used to have in the pass and right now we have only one The main reason I not know clear, you can ask sale dept to get clearer? Interviewer: Do you know why people left the company? Respondent: The company fired because they not work well Others left because they not happy with directors and salary also Interviewer: Do you have any difficult related to stock, products or delivery? Respondent: Right now, we have a lot of stock I see that the sale amount is not good compare with pass Many products are still in our warehouse You came here, I hope that you can help our company growth better than now Beside that, delivery now is a serious problem when we cannot accept to delivery with the small quantity, customers have to come to our warehouse at My Phuoc 3, Binh Duong province Interviewee: So, what you think about this issue? It is related directly to Customer service Department? Respondent: Yes, it is my responsibility But cannot change without any order from my director For me, we can combine small order to help them free for ship They can wait a little time but can have free charge delivery It is very good to support customers like this thing Interviewer: When customers decide to buy Sing Swee Bee products, what they consider? Original, well-know, guaranty… 31 Respondent: It depends one customer is dealer or trader, for dealer who always consider about the discount price first, payment term, easy to sell, free delivery… but for end user, they consider about the quality first, the payment term and price Interviewer: What is the strategy from the director/ HQ? Do we work well? Respondent: No dept for customer because in the pass we met some big cases related to this thing Currently, we meet a Triyard case in Vung Tau, they are bankrupt and we cannot collect money It is very risky for selling with payment term, hence no money no goods Interviewer: If you are the main person to make decision everything in SSB, what will you to help it better? Respondent: Actually, I now know Maybe, find more sell, to conduct many change of policy to adapt market trend Interviewer: Thank you very much for your time with this interview Respondent: you’s welcome 32 In-depth Interview the person taking over current business Interviewer: Hello Mr Phong Respondent: Hello Interviewer: Thanks for your time to share with me about the information of your company to help me conducts thesis Respondent: Don’t mention it Interviewer: Thanks The first question, I would like to ask you what the company business status currently is? Respondent: As you know that Sing Swee Bee as a company working in gas industries Our head quarter in Singapore We are working with many kinds of products related to gases In Viet Nam, we have manufacture in My Phuoc Industry Zone, My Phuoc Town, Ben Cat District, Binh Duong Province We also have sale office in Ho Chi Minh City at Dien Bien Phu Street, Binh Thanh District Our customers are in nation wild Interviewer: What are you selling? Respondent: We are selling cylinder and valves for compressed Oxygen, Nitrogen, Argon, Carbon Dioxide (CO2), Dissolved Acetylene (D.A), mixed gases and Ethylene as well as the supply of both loose cylinder and pallet refills In addition, SIG Vietnam supplies the following refrigerants: R134A, R401A, R404A, R407C and R410A, available in either disposable cans or cylinders, ranging from 13.6kg to 100kg Other services and offerings provided by SIG Vietnam include rental of storage Tanks and ISO tanks, EPCM (Engineering, Procurement, Construction and Management) for gas pipeline systems, gas purging as well as transportation of gases Interviewer: So, who are your customers? Respondent: Oh, actually our customers are not limited in any field as long as they using gas for production You can see that with our products, we can supply for metal, plastic, welding, ship building and in Food & Beverage also They are using for cutting and welding For food, they use gas nitrogen and Carbon diauxic to make a gas or increasing pressure of gas inside bottle Interviewer: How can you manage your customers? 33 Respondent: In the past, sale man manages customers by themselves For every develop new customers, they need to discuss with sale team, this new customer is already work or not We have a weekly report and excel and not use any software to manage customers and employees We are having a meeting every Saturday Morning to discuss about the action that we did whole week and plan to meet new customers if have next week This thing can avoid aver lapping customers between sale man in a team Interviewer: Why don’t company devise customers for easier to manage by division or area as an example? Respondent: Actually, you can see our sale man is not much and big enough to device customers by area or division You know that, we are only having a company car to move to visit customer and hard for us to devise customer by area We will consider to separate for sale man in team division for easier to mange but it not does at the moment Interviewer: What is the process of the sale in SSB Company? Is are any difficult to impact sale result? Respondent: Currently, our process is very easy When sale men have an order from customer after visit, test product at their factory, convince purchaser change from their current brand to Sing Swee Bee brand, build relationship… We will delivery our products to the customers However, maybe you know, working in Viet Nam, we have to give customer a debt, even trading customer or end-user customers The time for payment usually one week, 30 days or even 60 days Some time, they get the debt and pay when ever they make new Purchasing Order and get landing products, they will pay the previous debt and continue to work with this circle and not care how much they own You know that, two years recently, our sale grow rate is drop down 8% white in the past the grow rate is too high A half of our customers not return to buy our products Almost they complain about the price, the payment term, delivery… many reason for complaining Especially, I lost big customers to make our revenue drop so deep Today, I am very happy to share with you to find the best way to help Sing Swee Bee Viet Nam past this situation, if not we have to find another way if we not want to bankrupt Interviewer: How many sales in your team? Do they have a good cooperate togethers? 34 Respondent: You know that, Sing Swee Group establish two company in Viet Nam, one company is Sing Industrial Gas operating in suppling, refilling gas and producing Liquid Nature Gases The order company is SSB Viet Nam I am in charge of SSB Viet Nam and you know that, only me working in sale dept We used to have people in our department but now left already Hence, the cooperation in my team at the moment is need sales man take part in Interviewer: You mention that you have use to have sales men in Sing Swee Bee Viet Nam, but now only you are still working Can you share with me why it happened? Respondent: Uhm, I will share a little bit about our company to you First, our company not have a company trip, hence when some one come to our company and they all of them surprise with this thing The other thing that our company policy is very serious and in case if sale can not reach the target, the company will let them go The market in our company is not potential than year ago We have more competitors, the products life is very long time, up to 20 years or 30 years and when we sell to the customer, it takes time to sale another Purchasing Order And some other factor to make them left the company Interviewer: Amount of your current products, which ones you focus on? Does the company have any issue in stocking, selling…? Take more information about the quality and price Respondent: As I share with you, our company has operated with many kinds, but at the moment Sing Swee Bee Viet Nam just work for Cylinder, Valve and Refrigerants However, the company status in Cylinder and Valve is not good because of many reasons related to Human Resource, Market trend, new competitors… At the moment, we focus on refrigerant because Viet Nam is the developing country and growth is very fast with a lot of apartment, central mall, super market, hotel… are building The automotive and a lot of factory are appearing so much All above things need to use air condition to adjust the air And you know, the refrigerant is a main material to make air condition work well Without refrigerants, air condition can not make air cool or cold This why, from now our company will change to focus on refringent Talking about the issue, we can see that every field have the sample general issue: Stocking is a problem, when we stock so much the 35 money flow will be limited but if we can not stock, we hard to sell Customers at the moment are very smart They will consider the price first instead of the brand name like the first joining this market A lot of company import directly from China to Viet Nam with the better price buying via local trading In case, if they consider about the quality, they will buy the old one imported from many famous country like japan, USA, Canada… The price is lower than the new cylinder BITC and it is still the big problem in our company Interviewer: Does SSB have many competitors? What is the strength and weakness of SSB products? Respondent: Actually, we have many competitors like Hoang Bao, Viet Nhat, Dong Nai Gas… They are importing for their needs and they found that this market is lack of competitor The MOQ (Minimum order quantity) is bigger meaning lower price, hence beside purchasing for using, they buy for trading About the weakness and strength of Sing Swee Bee products, it is not different too much compare with other brands It bases on perspective of customers, especially Asian perspectival Asian people always think that Products are made in USA or Japan are always higher quality compare with products are made in China However, this thing is not true all the things An example for Apple brand, it made in China So, for this issue, we have to consider many factors as well as quality and standard Interviewer: When customers decide to buy Sing Swee Bee products, what they consider? Original, well-know, guaranty… Respondent: You know that Sing Swee Bee is a company in Singapore, hence when customers hear about our company name, they are very trust and believe that our quality is quite good However, some customers said that they buy because of sale man Products have Certificate of Original and Certificate of Quality are good for them Because when government come to check, they can show these documents and prove that they are good, especially the company register in ISO Interviewer: What is the strategy from the director/ HQ? Do we work well? 36 Respondent: Actually, Head Quarter in Singapore have a differ strategy In Singapore, they are focus on Cylinders and Valve because they export to many countries to get revenue and benefit But in other branches are different, especially in Viet Nam market, they would like to focus on refrigerants instead of Cylinder and Valve Market trend is change, we need to adapt this thing Spend money and time to invest for small value and long cycle life time is not worth Interviewer: If you are the main person to make decision everything in SSB, what will you to help it better? Respondent: You Know that, at the moment, our sale revenue is decreasing, especially related to Cylinders and Valves because we lost some loyal customers and develop new customers very low Beside the high price because we sell through Sing Swee Bee Singapore, we are also not having a payment term, it means no dept for any delay payment Pay money and have products And our policy is still not having a promotion for customer like other competitors, especially Viet Nhat Competitor They are giving customers Hat, T-Shirt… when they have an order Maybe, the problem has a little come from sale performance when they recruit sale men are not having experience in same field before, so it takes time to develop and maintain customers with the best way as the other people approach and take care The most important I can share with you that cylinders and Valves have cycle lift time are very long, as I told you it is about 20 years or 30 years Interviewer: Any idea you would like to share with me Respondent: When you this thesis, I hope that with advisors from you and your teachers can help us develop over than currents 37 In-depth Interview sale take over – Alternative solution Interviewer: Hi Mr Phong Respondent: Hi It is nice to see you again Interviewer: I am very appreciating you spend your time to make another interview about the sale managing After I investigate your company and sale value I would like to give some suggestion to have your opinion about the solution is possible or impossible Respondent: Okey Good idea I would like to hear about this thing Interviewer: First of all, we found that your company have many issues need to improve You are in charge manage sale dept, hence you can understand more than me Respondent: uhm Interviewer: I would like to share with you three solution through my research to deal problem in your company: limited of sale strategy, sea force and leader ship Respondent: So, how can you deal with this thing Interviewer: I will go one by one session For limited of sale strategy, there are three thing to deal with this: promotion to attract customer, improve delivery term and accept payment term Respondent: I not thing promotion is a good thing for us, because our company is operating in industrial field, we have to find customer to introduce, test and supply them Interviewer: Yes, I know But we should any promotion like discount or public relation… we trust give promotion with a big quantity order Example: customer will have 10 cylinders and valves if they have single order with 1000 cylinders and valves Respondent: Ok good How about the other? Interviewer: For improving delivery term, we can combine small quantity to big quantity, thing this just make customer waiting a little time, but they spend money to received products This thing can help customer satisfy instead of rejecting small order or charge customer Respondent: Ok good At the moment, our MOQ is about 50 products If order smaller, we can combine for free delivery if customer can wait 38 Interviewer: The third thing is related to finance In Sing Swee Bee policy, why not you agree with market trend If we not agree for payment term, we will lose a lot of customers Respondent: Yes, I know this thing But you know, we have many issues with customer about the payment, especially with a big issue with Triyard customer They are bankrupt and cannot pay for us For this thing, the point from Head Quarter in Singapore is disagree with payment term So, your suggestion is not adaptable in our company Interviewer: Uhm So sad to hear this thing For sale force, I see that your company is lack of sale man Right now, Sing Swee Bee is only people: Director, manager, customer service and finance I suggest that you should hire people in your company, the money you spend is not big enough, instead of you pay 15.000.000 VND for one person hire, you can pay lower (around 12.000.000 VND) and other you can increase incentive, this thing will encourage sale man work harder and better The more they work, the more they have Respondent: Yes, your idea is great I though to find employee to in charge current business and expand market with high salary to in courage them But I also worry about that, in the first time if sale man cannot have a big purchasing order, they will get low salary and maybe the will give up, it will impact their behavior and bad result Interviewer: Can you build a ladder for them? Devise the level of incentive an example Respondent: Ok I will try your suggestion Interviewer: Beside that, in your organization, I sure that some of them will very good and working hard So, to keep them close with the company in long term, I suggest you should reward them This reward maybe not big but to encourage them work harder and happier with the company This is the key think to help company growth stability An example: Buffer couple tickets (about million) for employee have an excellence in the quarter in luxury restaurant or congratulation them in front of company meeting/ record by certificate and give money (about million) also Respondent: Uhm Let me discuss about this thing with director, but this thing is very easy and good to motivate not only in sale department, but also in other departments 39 However, to conduct this solution, we need to wait new sale man pass probation in months and months to prove that they are working well to support for approval encourage employees So, I will follow this solution later Interviewer: The last thing, you think about the relationship between Sing Swee Bee and Sing Industrial Gas in Viet Nam? One is wife and one is husband It impacts to make a right and clear decision Respondent: Actually, I just tell you that there are many people mention about this thing, event in Singapore also, but cannot have result Ms Xuqin – wife used to be a worker and did not have any good certificate and experience to manage company When Director, Mr CS come to china with journey trip, they met together and have a date After that, he asked her come to Vietnam to support him, she suddenly from worker to promote to be a director in Sing Swee Bee Everybody know thing this but cannot anything to change Interviewer: Oh Thanks for your information, let me conclude information as follow: To solve main problem in your company, I suggest some ways, but you just choose two way as follow for delivery term: firstly, combine small Purchasing order and wait until to be a big order to enough free delivery as our policy So, this way is not much more spend money to conduct solution The dead line for this until we inform to customer change policy Second: Marketing to attract customer: We can give the promotion to customer by get 10 for Purchasing order up to 1,000 cylinders and valves We can limited this bugged up to 1,000,000,000 VND in months first If this way can push sale volume, we can expand the time line About the sea force, we suggest that you should hire sale man like in the pass because, the market is big but employee has only one person, hence they need more to assist Back to the pass, we will recruit people with 12.000.000 VND per month After months, we will filter the good man and will conduct a second encourage or reward months later, we will review their performance to make decision keep sign labor contract or not However, to make affective by using our solution, you should just one solution in sea force combine with one in delivery term Respondent: Ok Let me see For sea force, I will plan to open headcounts like you suggest For limited delivery term, instead of a promotion to give customer, I will 40 choose to combine small purchasing order, this way is not spend much money and it is also follow company policy Interview: Thanks for your help and understand what I would like to I hope that my solution combine with theory will help your company solve the problem Respondent: Ok Thanks I have a meeting right now I will contact you later 41 Sales retail and wholesale jobs salary distribution in Vietnam: The Sales Retail and Wholesale salaries in Vietnam range between 9,608,576 VND per month (minimum salary) to 29,894,200 VND per month (maximum salary) The median salary is 18,762,370 VND per month, which means that half (50%) of people working in Sales Retail and Wholesale are earning less than 18,762,370 VND while the other half are earning more than 18,762,370 VND The median represents the middle salary value Generally speaking, you would want to be on the right side of the graph with the group earning more than the median salary Closely related to the median are two values: the 25th and the 75th percentiles Reading from the salary distribution diagram, 25% of people working in Sales Retail and Wholesale are earning less than 12,766,926 VND while 75% of them are earning more than 12,766,926 VND Also from the diagram, 75% of people working in Sales Retail and Wholesale are earning less than 24,814,851 VND while 25% are earning more than 24,814,851 VND (Source: http://www.salaryexplorer.com) 42 Sales salary survey 2019: SALARY AVERAGE (Excluding incentive) LEVEL Min Median Max Manager 15.000.000 25.000.000 30.000.000 Supervisor 10.000.000 14.000.000 19.000.000 Senior 6.000.000 8.000.000 13.000.000 Junior 4.000.000 5.000.000 7.000.000 (Source: www.vietnamworks.com ) 43 References: Jobber D, Lancaster G Selling and sales management: Pearson education; 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Swee Bee Group in Vietnam Sales Office Sing Swee Bee Vietnam Co. , Ltd Sing Industrial Gas Vietnam Co. , Ltd (SSB) (SIG) Address: Room 2B, 2nd Fl ., Nice Address: Room 2B, 2nd Fl ., Nice Building, 467... by recruiting, training, motivating, evaluating and compensating salespeople properly, by time management, territory, forecasting, planning, budgeting, and good communication and control (2) Mosca