SUMMER GROUP INTRODUCTION

CASE STUDY SummerGroup is the leading corporation in e-commerce & financial technology (fintech) industries in Southeast Asia
region with 2 entities, including A (fintech) and B (e-commerce). Their headquarter is based in Singapore. In
SUMMARY Vietnam, Summer Group has more than 1000+ employees with branches in Ho Chi Minh, Ha Noi & Da Nang.

Course: COMPANY A & COMPANY B INTRODUCTION

Organizational Behaviors
and Change Management
Topic:
Conflict resolution in the workplace
About company A, their product is an e-wallet allowing users to use their money in this wallet to pay for goods &
services. Their target partners are food & beverage chains, supermarket, convenience stores and retail chains. A
Business Development (BD) team in HCM was in charge of partner acquisition & management nationwide. Company
A has launched a new fintech product and 2020 is the year for testing & developing the market. There are executive
& manager levels in the team but all BD report directly to CEO.
About company B, their product is an ecommerce platform that provides food delivery services (such as Foody, Bae
Min, Grad Food). The target partners are F&B chains, partly similar to Company A. Company B has had the
hierarchy of 3 management levels for the Business Development team.

SITUATION
During 2020, the Covid-19 pandemic has caused a huge effect on the global economy. In Vietnam, although the
government has enforced strict policies to control the situation, Vietnam’s economy has still faced many difficulties.
Many retail and F&B chains closed a lot of branches due to decrease in sales and cost burden. This has significantly
affected the revenue of SummerGroup. Thus, they decided to merge A & B in order to optimize cost. Regarding the
BD department, the board of directors decided to combine BD staff of A & B into a single team handling all
products. The new structure for this team is the same structure as B’s one: a national BD Head and 3 BD Managers in
HCM, HN & DN. The rule is BD staff in each area are only allowed to approach the locally-based partners.

CONFLICT 1
After a heavy period of lockdown, the company suffered
a severe reduction in revenue. To achieve the KPI for this
year, KPI has considerably increased every month.
Besides, the company enforced a strict punishment policy
for BD staff. Employees failing to achieve 100% monthly
KPI will receive a warning letter and be fired if they get
Name TEAM 4A
two letters. A lot of BD staff, especially from A, quit their
Class: GROUP A jobs while ones who stay had tendency to work in the
Professor: Dr.VO SANG XUAN HOANG lower degree of dedication.
CONFLICT 2
Daisy, from Company A, a senior BD in HCM team, has
closed a big deal with client X in HN. She started to
approach this client before the merger and has been
spending an intense effort chasing them during 6
months. Meanwhile, HN team cannot manage to meet
the KPI and excuses that HCM team took their partners.
They want to take Client X back according to the
company rule. Otherwise, they want HCM team to receive
one part of their KPI because they cannot afford such
crazy KPI anymore.