ASSIGNMENT 1 FRONT SHEET

Qualification BTEC Level 5 HND Diploma in Business

Unit number and title Unit 49: Sales Management (5131)

Submission date 8/2/2024 Date Received 1st submission

Re-submission Date Date Received 2nd submission

Student Name Ha Thi Kim Ngoc Student ID GBH210437

Class GBH1201 Assessor name Do Manh Thai

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making a false declaration is a form of malpractice.

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I. Introduction 4

II. Introduction of the company 4

2.1. Mission 5

2.2. Vision 5
2.3. Products categories 5
2.4. Sales performance 5

III. Discussion and critical evaluation of the key aspects of sales management 6

3.1. The key aspects of sales management: Planning, selling, reporting 6

3.2. Application into the company 7

IV. Discussion on different modes of selling in sales management and evaluation of how principles of sales
management will be different in response to consumer and business buying behaviour 8
4.1. B2B 8

4.2. B2C 8
4.3. Difference between B2B and B2C 8
4.4. Application into the company 9
4.5. Evaluation of how principles of sales management will be different in response to consumer and business buying
behaviour. 10
4.5.1. The key principles of sales management 10
4.5.2. Consumer and business buying behaviour 11

V. Analysis and critical evaluation of the Company’s choice of sales structure and their usage of different sales
channels 11
5.1. Geography/ Product/ Customer- based sales structure 11
5.2. Application into the company 12
5.3. Explain the importance/advantages of selling through others 14

VI. A sales proposal for a new product, demonstrating the required skills and attributes of successful selling
techniques to building and managing consumer/customer relationships 15
6.1. A sales proposal for a new product 15
6.1.1. Introduction to a new product 15
6.1.2. Internal audit 15
6.1.3. External audit 16
6.1.4. Objectives 17
6.1.5. Marketing mix 17
6.2. Skills and attributes of successful selling techniques 17
6.3. Building and managing customer relationships 18

VII. Conclusion 19

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 I. Introduction

I work for a multinational corporation that has operations in Vietnam in the sales division. As per the
management policy of the company, the sales department is required to arrange an Annual Sales Meeting
annually, whereby all members of the sales and marketing departments, along with the BOD, must be
present. There are five sections in the report: The organization's overview, a critical analysis of the key
components of sales management, a discussion of the various selling strategies used in the field, an
assessment of how the principles of sales management will change in response to changes in consumer and
business purchasing habits, analysis and critical evaluation of the company's choice of sales structure and
use of various sales channels, and an a sales proposal for a new product that demonstrates the necessary
abilities and qualities of successful selling techniques to establishing and maintaining relationships with
customers.
II. Introduction of the company
Nestlé is one of the world's largest and most respected firms, having a research center in Switzerland staffed
by over 300 physicians and scientists. Nestlé always guarantees that goods are launched with maximum
efficiency and quality. Nestlé is the world's largest food and beverage corporation, with headquarters in
Vevey, Switzerland. Nestlé is involved in many various aspects of the food and beverage business, such as
condensed milk, nutritional items, processed meals and drinks, bottled water, coffee, and many more things.
( Nestle, 2024).

Figure 1: Logo of Nestle

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Nestlé's iconic bird's nest emblem is inspired by an image of three young birds being fed by their mother,
indicating a visual link between the founder's name, Henri Nestlé, and the first product he produced, infant
porridge to save a baby's life. That is also how the pharmacist began more than 150 years ago, and Nestlé
goods are now accessible all over the world, with a vast range of more than 2,000 brands to fulfill the
demands of clients. Global customers' dietary demands vary greatly (Firm, 2018).
2.1.Mission
NESTLE, one of the world's leading and premium manufacturing enterprises, was founded in 1866 by Henri
Nestlé and is now the world's largest food and beverage corporation. Nestle's objective is "Good Food, Good
Life," which entails providing customers with the highest-quality, healthiest alternatives available across a
wide range of meals, beverages, and dining situations. Nestlé places a great priority on customer happiness
(Nestle, 2023).
2.2.Vision
Nestlé Vietnam has constantly devoted to long-term investment and Vietnam's sustainable development,
with the ambition of being a "Global company connecting local pioneers in sustainable development". Nestlé
values corporate respect and collaborates with partners to generate shared value that benefits society and
ensures long-term economic success. Nestlé's sustainable development plan will not only focus on
"sustainable" goals and activities beginning in 2020, but will also take a holistic approach to the system's
"regeneration" and "rebirth". Natural Ecology (Regeneration). Our commitment to sustainable development
spans three impact groups: individuals and families, mankind and the earth, and community members. These
impact groups will work closely together to preserve resources for future generations, while also supporting
and aligning with the United Nations Millennium Development Goals (SDGs).
2.3.Products categories
Nestlé also owns thousands of brands, including several world-famous names such as Nescafe, Milo, Nestea,
Nesvita, Kitkat, Lavie, Cerelac, Nan,... and many other brands worth billions of dollars in intellectual
property rights in Vietnam. Nestlé's marketing approach of "bringing each product to each family" means
that each product it makes is meant to meet the requirements of each individual in a family. To begin, there
are several more dairy products available, including powders such as Nestle Milk, Nestle Slim, and Nestle
Every Day. Chocolate is one of Nestle's most valuable product categories. Popular products such as KitKat,
Munch, Éclairs, Polo, and Milky Bar are listed. Among these, nobody can overlook Maggi, a well-known
sauce brand that has been a fixture in Vietnamese kitchens for many generations, dating back to the time of
French colonization. Similar to the inspirational tale of the Nestlé Group founder, "MAGGI" branded goods
have a distinguished past ( Nestle, 2024)
2.4. Sales performance
In the manufacturing category, Nestlé Vietnam remains the top-ranked company among the Top 100
"Sustainable Enterprises in 2023". Furthermore, the company is in the top 5 innovative businesses that are
implementing the circular economy and reducing expenses to lower carbon emissions. The Vietnam
Confederation of Commerce and Industry (VCCI) and the Business Council for Vietnam Sustainable
Development (VBCSD) hosted an event on December 13, 2023, in Hanoi, to reveal the results of the vote
for sustainable firms in Vietnam in 2023. For the third year running, Nestlé Vietnam has been named the
manufacturing sector's Most Sustainable Enterprise in Vietnam ( Nestle, 2024).

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 Figure 2: Nestlé's financial (Nestle Annual Report, 2023).
The effectiveness of Nestlé's sales management techniques is demonstrated by the company's strong
financial performance in 2022, with sales increase of 8.3% to CHF 94.4 billion (Nestlé, 2022). This increase
is a result of the company's successful sales strategy and is driven by both organic expansion and price
tactics. Despite obstacles including increased input prices and supply chain delays, Nestlé was able to
increase its underlying trade operating profit by 4.0% to CHF 16.1 billion, demonstrating skillful sales
reporting techniques. The company's declared 2025 objectives and projected 2023 outlook clearly follow
sales planning guidelines. A rigorous approach to long-term sales management is highlighted by the
predicted organic sales growth of 6% to 8% and the goal of returning to a solid underlying trading operating
profit margin range of 17.5% to 18.5% by 2025 (Nestlé, 2022). This is consistent with Nestlé's historical
record, which shows a dedication to long-term expansion and a calculated use of sales management concepts.
III. Discussion and critical evaluation of the key aspects of sales management
3.1.The key aspects of sales management: Planning, selling, reporting
Planning is just thinking out a course of action before it takes place. It enables us to see into the future and
make decisions about how to handle scenarios that we may experience later on. It entails making reasonable

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decisions and applying reasoning. According to Theo Haimann, “Planning is deciding in advance, what is
to be done, when a manager plans, he projects a course of action for the future, attempting to achieve a
consistent, coordinated structure of operations aimed at the desired results?” (Ansari, 2019).
Selling is the process of persuading customers to acquire a product, service, or concept in order to meet their
interests and recompense the seller (Sujian, 2010). According to Ferdinand F. Mauser (1977), selling is the
process of convincing and assisting potential clients to purchase things or services that have economic value
for the seller. In 1988, Frank H. Beach, Frederick H. Russell, and Richard H. Buskirk defined selling as the
act of convincing others to do something without direct control.
Reporting refers to the practices you employ to keep others informed. Workflows vary based on team size,
business size, and sector. A report is a written document that conveys vital information. A written record of
a specific scenario, like a project status report, might provide the necessary information. According to
Bouchard (2021), quantitative data, such as sales numbers or budget reports, can be presented in the form
of a spreadsheet or dashboard. Sales reporting is the process of gathering, summarizing, and arranging data
about a company's sales. Companies create sales reporting methods to track important indicators, analyze
trends in sales data, and inform overall sales strategies. Sales reports may include a range of sales statistics,
such as the number of sales, total value of sales, average transaction value, and number of upsells and add-
ons. Sales reporting is a continuous process that requires regular updates. Companies may create daily,
weekly, quarterly, or annual reports based on what they want to learn from the data. Reports might
concentrate on individual sales representatives or the company's overall sales success. Sales reports can be
used during performance evaluations, stakeholder presentations, and strategy formulation meetings (Team,
2023)
3.2.Application into the company
Planning: NESCAFÉ continually works with farmers to assist them transition to regenerative agriculture
while accelerating progress on the NESCAFÉ Plan project over the next ten years. Nestle has unveiled the
NESCAFÉ Plan 2030, which sets a goal towards sustainable farming (Nestle, 2023). In order to assist
farmers in switching to regenerative coffee farming practices, Nestlé first assists farmers by setting up
technical assistance and training programs for them to cultivate high-yield coffee trees. The primary
accomplishments of the Nescafé Plan program in Vietnam are: providing seedlings for 15,000 farmer
households annually in the Central Highlands provinces (between 2011 and 2021), assisting over 21,000
farmer households in accessing and practicing coffee production in accordance with the 4C criteria.
Additionally, replacing 63,000 hectares of old coffee field with 63 million high-yielding, disease-resistant
coffee plants. Specifically, they have taught over 330,000 people in sustainable coffee cultivation.
Furthermore, there is a 20% and 40% decrease in the quantity of chemical pesticides and fertilizers used in
irrigation, respectively. They also support more effective land use and management practices that preserve
the fertility and health of the soil.
Selling: Nestle, a major firm in the fast-moving consumer products market, is searching for a smart,
optimized, and successful e-commerce solution. OctoPOS is an omnichannel sales system that has helped
Nestle become an omnichannel pioneer while also cutting operating expenses and increasing consumer
happiness by allowing them to pay cheaper delivery fees and receive items faster. From March 2021,
OnPoint will collaborate with Nestle Vietnam to deliver an OctoPOS multi-channel business solution that
connects offline distributor warehouses with online storefronts. By May 2021, Nestle's sales had climbed
1.5 times, with over 20,000 orders and over 120,000 new Lazada followers (Hang, 2021). Nestle sells to
distribution networks and retail customers, but primarily through agents. They are continually looking for
agents to help them cover the market with their products (Rnet.vn, 2023). The Direct Consumption Channel's
operations are gradually growing to include more restaurants, schools, hospitals, nursing homes, tourist
destinations, and hotels. With this method, the Direct Consumption Channel Department ensures that
Nestlé's nutritional goods reach everyone, including children, visitors, young people, and the elderly.
Typically, they use an FMCG (Fast Moving Consumer Goods) distribution channel. Nestle goods are sent

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in bulk to C&F. It is a sort of warehouse where these items are stored. The product is subsequently distributed
to merchants. Consumers may now purchase things from stores. As a result, wholesalers may easily obtain
discounts on stronger items if they purchase weaker ones (Hanh, 2023).
Reporting: Reporting is a tool used by Nestle to assess performance outcomes over time, address and
enhance areas of weakness, advance development, and make future plans. Particularly, Nestlé Corporation
releases its Annual Report each year, which includes an overview of the company's entire year's performance
as well as its growth objectives for the years to come. Nestle's fiscal year 2020 was a success in terms of
earnings. In 2020, sales rose by 3.6%, surpassing rival Unilever's 1.9% growth. However, the COVID-19
pandemic caused a little financial decrease. It is evident from Nestle Enterprise's financial statement that the
company's revenue coefficients have somewhat declined in 2020. This demonstrates the company's low level
of financial autonomy. However, it demonstrates the enterprise's highly effective ability for cost control
(Trang, 2023). Additionally, actions that make the company's accomplishments and inadequacies evident
assist to make up for what is lacking. Nestle's total revenue is expected to reach around 100,000 billion USD
by 2022, and nearly 90,000 billion USD by 2021 (Vn.Investing, 2023). This indicates that the company has
sound policies and plans in place to increase revenue. higher.IV, A discussion of the various B2B and B2C
selling strategies used in sales management.
IV. Discussion on different modes of selling in sales management and evaluation of how principles
of sales management will be different in response to consumer and business buying behaviour
4.1. B2B
Business-to-business (B2B), sometimes known as B-to-B, refers to a type of transaction between businesses,
such as one between a manufacturer and a wholesaler or a wholesaler and a seller. odd. Business-to-business
transactions occur between corporations rather than between a firm and individual consumers. The formation
and fostering of business-to-business partnerships, which necessitates a thorough grasp of the business client
group's distinct preferences and needs, broadens the scope of B2B sales management. This understanding
serves as the foundation for developing customized solutions that are suited to the specific demands of these
consumers (Chen, 2023). B2B sales initiatives may include greater order amounts, longer sales cycles, and
sophisticated decision-making processes. As a consequence, B2B sales management methods usually
prioritize building strong customer connections, mastering pricing and negotiation strategies, and seamlessly
coordinating cross-functional teams to give considerable value to business clients. The primary purpose of
business-to-business sales management is to generate viable revenue streams through long-term business-
to-business exchanges and mutually beneficial relationships.
4.2. B2C
Business-to-consumer (B2C) is the process of selling items and services directly between a business and the
customer who will utilize those products or services. The majority of firms that sell directly to customers
are classified as B2C. Business-to-consumer (B2C) is one of the most common and well-known sales
models. Michael Aldrich pioneered the B2C concept in 1979, using television as the primary channel to
contact customers. B2C usually refers to mall shopping, restaurant dining, pay-per-view movies, and
information commerce. However, the advent of the Internet has resulted in the creation of an entirely new
B2C business channel known as e-commerce, or the sale of products and services via the Internet. Any firm
that relies on B2C sales must maintain positive client connections in order to assure repeat business. The
company's marketing strategy must be reviewed and adjusted on a frequent basis to ensure success (Kenton,
2023). The major objectives of business-to-consumer (B2C) sales management are to attract and convert
individual consumers, increase customer satisfaction, and create revenue through direct product or service
sales.
4.3.Difference between B2B and B2C
The primary distinction between B2B and B2C e-commerce is that B2B e-commerce sells to other
businesses, whereas B2C e-commerce sells directly to consumers. One of the primary benefits of business-

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to-business e-commerce is the ability to exchange business procedures and best practices. However, some
business-to-business e-commerce websites specialize in certain sectors of business, such as accountancy or
information technology services (Mahajan, 2023)
Price: In both B2B and B2C marketing, price is an important distinction. B2B marketing has low price
sensitivity, but B2C marketing might be high or low depending on the product. price selections in business-
to-business marketing are frequently made without at least a second offer since price is generally dependent
on business aspects such as market competitiveness, client wants, and other relevant considerations. Pricing
choices in consumer-to-consumer marketing are emotional in nature because buyers absorb soft facts such
as brand recognition, personal status, or perceived product qualities. While pricing is crucial in company-
to-business decision-making, it is typically eclipsed by other variables influencing the success of a
commercial agreement (Mahajan, 2023).
In marketing: For business-to-consumer sales, advertising via mass media—such as radio, television, or
internet publications—is enough. But that could not be useful for B2B as corporate clients have different
paths that marketing needs to pursue. Furthermore, compared to B2C clients, B2B clients are more
methodical, organized, and reasonable. When making a purchase, B2B clients usually take a specific return
on investment (ROI) very seriously. Therefore, it's imperative that you convey the right messages, provide
them the right information, and ultimately present them with practical B2B solutions. Emotions often play
a significant role in B2C clients' purchasing decisions. As a result, the information presented to them must
be entertaining and the message must be more emotional (Kolis, 2013).
Decision-making process: B2C decisions are usually made more quickly than B2B decisions. Business-to-
business (B2B) marketers deal with a variety of target markets and individuals. It is important for B2B
sellers to understand that the purchase process will include several parties, which will make it more complex
than for B2C sales. A group of decision-makers from the engineering, sales, finance, and operations
departments may influence the final purchase, depending on the kind of transaction. In a B2C transaction,
the decision-making process is substantially simpler. The buyer's emotions play a major role in this intimate
transaction (Jirinova, 2013).
Customer relationship: One of the primary distinctions between B2B and B2C interactions is the degree of
customization necessary. B2C consumers have a stronger emotional attachment to the items or services they
purchase, whereas B2B customers have a more logical relationship based on business objectives and
expectations. As a consequence, B2B organizations must concentrate on developing long-term partnerships
based on trust and dependability, whereas B2C companies must focus on providing a memorable client
experience. Furthermore, because B2B clients frequently make more complex and high-value purchases,
they typically require additional help and advice throughout the purchasing process. B2B enterprises must
give educated sales professionals, technical assistance, and other resources to assist their clients in making
informed decisions (Rakesh, 2023)
4.4. Application into the company
Nestle's approach to B2B sales management is multifaceted, catering to a wide range of business customers,
including distributors, wholesale agents, traders, and various stores such as department stores, convenience
stores like Circle K, and major supermarkets like WinMart, LOTTE Mart, and AEON Mall (Tran, 2019).
The company's B2B approach includes specialized discount policies for product distribution and sales
incentives, with an emphasis on building solid connections and assuring on-time purchases. Nestle's
collaboration with AEON Mall, a major consumer, exemplifies strategic cooperation to promote its brands
and goods. Notably, Nestle organized an event at AEON Mall Long Bien that showcased the MAGGI brand
and celebrated varied cultural and culinary values, harmonizing with local ingredients to highlight
Vietnamese cuisine across all provinces and cities (Pham, 2023). Nestle's dedication to engaging B2B
partners as collaborators in cultural and community efforts has resulted in increased Vietnamese tourism.
Nestle's use of online distribution channels and e-commerce platforms such as Shopee, Tiki, and Lazada

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demonstrates its ability to integrate B2B sales strategies with modern digital platforms, expanding market
reach beyond traditional brick-and-mortar channels.
Nestlé's strategy for managing business-to-consumer (B2C) sales is a calculated investment in e-commerce
platforms with the goal of increasing its access to consumers in a variety of geographic areas. Nestlé
centralises its product offers through specialised e-commerce platforms, therefore removing any doubts
consumers may have regarding product availability and validity. E-commerce sales directly to customers
have been the company's primary emphasis since 2016, when they amounted for 5% of Nestlé's total revenue
(Vizard, 2017). E-commerce sales have significantly increased, nearly tripling in only four years, thanks to
Nestlé's dedication to utilizing innovation and effective marketing methods. With an eye on the future, Nestlé
has set high goals, hoping to increase e-commerce sales to around 25% of overall sales by 2025 (Brohan,
2021). Nestlé's proactive commitment to embracing digital channels and utilizing direct-to-consumer tactics
for long-term growth in the business-to-consumer (B2C) market is demonstrated by their strategic focus on
e-commerce.
4.5. Evaluation of how principles of sales management will be different in response to consumer and
business buying behaviour.
4.5.1. The key principles of sales management
Consistency is one of the most crucial elements that determines the effectiveness of the sales process. It's
worth your time and effort to obtain, despite the difficulty. Being consistent helps you increase sales,
strengthen client relationships, and close agreements more quickly. Give your salespeople detailed
instructions on how to close deals at each level of the sales funnel, train them on customer behavior, and
request reports to track their success (SendPulse, 2023).
Delegation is a skill that every manager must possess. Thanks to them, you may delegate work to others
without worrying about being overwhelmed or stressed out. It could be crucial while working with teams
and individual groups. Setting expectations and maintaining open lines of communication with team
members are essential to effective delegating. When delegation is done correctly, it may lead to improved
working conditions and a more productive workplace (Sharma, 2023).
Equality: Equality in sales management refers to the practice of ensuring fair and unbiased treatment of all
sales team members, providing each individual with equal opportunities, resources, and support to achieve
their sales objectives (Ali, 2022). It involves establishing an environment where sales targets, performance
expectations, and opportunities for growth are distributed equitably among team members, irrespective of
differences in background, experience, or tenure. In the sales context, equality is manifested through the
setting of realistic and attainable sales goals that align with each team member's capabilities and potential.
This approach ensures that everyone within the sales team has an equal chance to succeed without facing
unfair disadvantages or barriers. Additionally, fostering equality in sales management involves providing
comprehensive training, coaching, and professional development opportunities tailored to each team
member's needs (MCConnell, 2021).
Lead by example: Setting an example for others to follow is known as leading by example. It entails setting
an example both verbally and physically. Setting a good example for others demonstrates leader’s
commitment to your principles and views. Additionally, leaders demonstrate to them your willingness to put
in the effort necessary to succeed. They may set an example in leader’s day-to-day activities in a variety of
ways. One approach is to be dependable and on time. Make sure they arrive on time if they say they're going
somewhere. Don't hesitate to follow through on commitments. People will notice their dependability and try
to live up to it. Being truthful and moral in your interactions with people is another way to set an example
for others. Integrity is a crucial characteristic of a successful leader. People are more inclined to appreciate
and follow their leadership when they perceive you to be an honest and reliable person. Lastly, setting a
good example involves lending a hand and showing support to (Sharma, 2022)

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Goal-oriented: When you have goals, you concentrate on achieving them or finishing them in order to get
the desired result. Individuals with goals in mind are purpose-driven and motivated. Goal-oriented people
utilize objectives as a source of motivation for their job. They are also referred to as task-driven or results-
driven people (Team, 2023). A sales-oriented company approach seeks to increase revenues by using
forceful and aggressive sales techniques. Businesses that use this strategy believe that any individual may
become a client. Businesses that employ a sales-oriented business strategy expect that increased sales will
increase their profitability. Rather of identifying a target market and developing a product or sales experience
that meets the demands and preferences of that market, they focus their efforts on producing and marketing
their product for all demographics (Team, 2023).
4.5.2. Consumer and business buying behaviour
Consumer Buying Behavior: This term refers to the actions that consumers take, both online and offline,
prior to making a purchase of an item or service. This method may include engaging in social media
conversations, conducting search engine research, and engaging in a variety of other activities.
Organizations may better align their marketing efforts with those that have historically been successful in
convincing customers to make purchases by having a better understanding of this process. Numerous factors
impact this kind of behavior. When considered separately, they might not promote a purchase. A consumer
is more inclined to identify with and purchase from a brand that has more components. Let's take a closer
look at each of these components. Cultural aspects: A person's culture is not always determined by their
nationality. Their worldviews, connections, or even where they live may all be used to describe it. Social
variables: A person's perception of objects is influenced by aspects connected to their surroundings. Personal
characteristics include things like age, marital status, financial condition, and morals and convictions.
Psychological aspects: How someone feels about a product and the brand in general is often influenced by
their mental state at the moment of presentation (Team, 2020).
Business buying behaviour: The process that businesses go through when making decisions to acquire goods
or services from other businesses is referred to as business-to-business (B2B) buying behaviour. A
company's size, industry, budget, and particular demands are just a few examples of the variables that may
affect this process, which may involve a number of decision makers and stakeholders. Compared to business-
to-consumer (B2C) purchases, business-to-business (B2B) purchases often include a lengthier and more
intricate procedure that involves evaluating several possibilities and obtaining clearance from various levels.
Furthermore, B2B buyers frequently prioritize long-term value and return on investment in addition to
having a higher requirement for technical know-how and assistance. Numerous factors, such as the
organization's needs and objectives, the buyer's decision-making process, the buyer-seller relationship, and
external factors like the state of the economy and market trends, all have an impact on B2B buying
behaviour. Budget, deadlines, and the buyer's perception of the product or service's worth are some of the
factors that affect their decision-making. The choice to buy can also be influenced by the buyer-seller
connection, with trust and prior purchases serving as important factors. B2B purchasing behaviour can also
be influenced by outside variables like industry trends and the state of the economy as a whole (Systems,
2023)
V. Analysis and critical evaluation of the Company’s choice of sales structure and their usage of
different sales channels
5.1. Geography/ Product/ Customer- based sales structure
Geography structure: A company that separates its workers into discrete geographic areas has an
organizational structure by region. Several companies have adopted this structure. A multinational
corporation with divisions operating in other countries is among them. Because of its organizational
structure, the company is more equipped to adjust to its local surroundings. They can so make decisions fast
and create strategies that work. Overlap of jobs, responsibilities, and resources is a limitation of this
organization. Furthermore, significant scale efficiencies may be lost when firms use it. This structure divides

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the organization's activities into regions or other geographical locations. It makes reporting systems and
functionalities available to enterprises in several locations. They also manage independent units from
different locations. One example of how they adapt operations and strategies to match their particular local
settings is how they react to market demands in each operation region (Nasrudin, 2022).

Product specialization structure: Businesses are arranged in an organizational structure based on the products
they offer. Every product will have its own sections. They can take care of their own demands in terms of
production, marketing, finances, and human resources. They are fully independent. The company is able to
obtain a competitive advantage in the pertinent product marketplaces because of its organizational structure.
Each division is also allowed to allocate resources and develop strategies that are appropriate for their
specific markets. Because of their independence, companies may also quickly adapt to changes in the market
and change their strategies. The fact that this structure repeats tasks and business activities is a serious
drawback. It utilizes more resources and costs more as a result. Moreover, the prosperity of one product line
might occasionally devour that of another (Nasrudin, 2022).

Customer-based sales structure: A sales team that is arranged according to clients or industry is referred to
as having a market-based structure, often called a customer sales force structure. They're probably organized
by industry. Your sales representatives will have the opportunity to specialize on the demands of the firms
in that area by being assigned to a certain industry. Additionally, your sales representatives will be in a better
position to forge closer bonds with both present and future customers if they specialize. It is possible that a
market-based structure would be beneficial for businesses that aren't concentrated in just one or a few
industries. This is especially true in light of the fact that senior managers frequently switch across the
industries in which the sales representatives specialize. This strategic team organization can help you
increase sales and forge closer relationships with your clientele (The Center for Sales Strategy, 2023)
5.2. Application into the company
Geography structure: Nestlé divides its activities into five primary geographical areas. Many of the brands
and subsidiaries of the multinational food and beverage corporation Nestlé, which is headquartered in
Switzerland, are independent thanks to the company's long-standing complex matrix organizational
structure. In October 2021, Nestlé announced that it will establish a new regional division that would divide
its worldwide companies into five sectors. Gaining an understanding of Nestlé's organizational structure
requires knowing this information. Nestlé CEO Mark Schneider said the move would let the company focus
more intently on certain regions and drive profitable, sustainable growth all around. This move will make
us more approachable to customers and clients, open up new business prospects, and increase our flexibility
in a market that is evolving swiftly. Nestlé operates in five geographical regions: North America, Latin
America, Europe, Asia, Oceania and Africa, and China. Separate entities still exist, including joint ventures
and the company's overseas operations, such as Nestlé Health Science and Nespresso. Nestlé is further
supported by a 14-member Executive Board that consists of the CEOs of several functional groups and five
distinct geographic regions (Cuofano, 2023). Nestle's strategic sales strategy in Vietnam is based on a careful
regional matrix architecture that allows the business to maximize its market reach and operational efficiency
throughout the country. Nestle divides its sales management into discrete regional zones, such as Northern,
Central, and Southern Vietnam, in order to customize its marketing approaches to each region's unique
requirements and preferences (GBA, 2020). This strategy gives the business the ability to take advantage of
regional market knowledge, modify product and price offers, and cultivate closer ties with regional
distributors and retailers. A top-level sales manager who supervises regional sales managers and field sales
representatives who are hired in-store or directly from Nestle's partner supermarkets make up the
hierarchical sales structure (Bang, 2023). For example, the Northern Regional Office in Hanoi manages
teams in strategically important provinces, guaranteeing a thorough comprehension of the goods and needs

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of the customers in every area. Over 6,500 small agents who are qualified to offer knowledgeable product
advice in stores or departments are also a part of Nestle's system. Nestle's national activities are strategically
centered on its Ho Chi Minh City headquarters, Hanoi sales office, and plants located in Dong Nai, Ha Nam,
Binh Duong, and Tay Ninh (Nestle, 2022). This strong structure promotes effective supply chain
management and distribution under the direction of regional administrators. Nestle has demonstrated its
dedication to targeted and expedited product delivery with the recent opening of the Nestlé Bong Sen
Distribution Center in Hung Yen province. This step is significant as it represents a deliberate attempt to
improve distribution efficiency in the Northern area and North Central provinces (VCCorp.vn, 2023)
Product specialization structure:

Figure 3: Nestle’s brand (PBC, 2023)

Nestlé's sales management approach is centered on its wide range of goods that address the everyday needs
of families. Nestlé's product range includes essential categories that cater to different family requirements,
and the company is dedicated to being in every home. Nestle emphasizes nutrition derived from milk in their
product line, which includes dairy-based items like Nestle Slim and Nestle Every Day (Nestlé, 2023). The
emphasis on dairy products is in line with customers' growing desire for healthier alternatives. The
company's success in the chocolate market is demonstrated by goods like Kitkat, Polo, Munch, Eclairs, and
Milky Bar, which satisfy a wide range of consumer tastes for confections while also exhibiting Nestlé's
creativity and prominence in decadent delights (Nestle, 2023). Nestlé offers a range of products including
cooking aids such as Maggi, which enhances the tastes of family foods and is a well-trusted product in
Vietnam, and drinks such as Nescafe, a worldwide famous coffee brand (Nestlé, 2023). Customers have a
wide range of options thanks to Nestlé's vast portfolio of over 8,000 brands, which highlights the company's
versatility and strength in satisfying a variety of client demands (Nestlé, 2023). Nestlé's dedication to
satisfying a variety of home essentials is demonstrated by the wide range of goods it offers, which reinforces
its standing as a reliable supplier that can adapt to changing customer needs. Nestlé deliberately aligns the
product categories of its sales staff with a strategic intent to strengthen its market position and meet a range

13
of customer demands (Nhung, 2022). Creating specialized management teams for every product line
guarantees that sales staff members have a thorough understanding of the products they are selling. Because
of this, they are able to respond to consumer queries with skill, explain the benefits of their products clearly,
and tailor solutions to the needs of various customer groups. Nestlé's sales team is given the requisite
knowledge thanks to this specialized approach, which also gives the corporation the ability to design
distribution plans, pricing plans, and marketing campaigns that are specifically suited to the features of each
product category. These customized strategies are essential to preserving Nestlé's competitive advantage in
the market because they enable more impactful and accurate customer interaction based on their
requirements and preferences. Furthermore, Nestlé's agency store system, where employees possess in-depth
product expertise, also employs this specialized approach. Improved sales, distribution, and advertising
methods tailored to certain client channels are made possible by this competence. Through customized
interactions and services, this strategic alignment guarantees the strengthening of Nestlé's market presence
while also improving consumer happiness (Nhung, 2022). Nestlé enhances its market positioning, increases
the exposure of its products, and improves customer engagement tactics by utilizing the knowledge and
skills of knowledgeable staff members and committed management teams working inside the agency store
system. This helps to provide a more comprehensive and customized consumer experience.

Customer-based sales structure: Nestlé has a customer-focused sales structure that has been painstakingly
designed to serve a wide range of customers, including both individual consumers and corporations
operating in over 190 countries. Their consumer base is meticulously segmented by this strategic structure,
which allows them to identify and address individual requirements and preferences. Notably, Nestlé
prioritizes individual customers, especially those with little children, accounting for a significant 35% of
their revenue (Nestlé, 2022). items that focus on quality, nutrition, affordability, and appealing packaging
are preferred by this market niche; examples of such items are Nido infant formula and Ceregrow cereals,
which are designed to cater to these particular demands. On the other hand, a large portion of Nestlé's income
streams come from their strong business client group, which includes grocery stores, merchants, and food
service facilities. Nestlé distributes bulk coffee supplies and precooked frozen meals, among other
specialized items, to fulfill the operational requirements of the food service business, which accounts for
around 20% of revenues. The company also offers dependable supply chains, competitive pricing, and bulk
volumes. About half of Nestlé's revenues come from retail and grocery shops (Nestlé, 2022). These retailers
have high standards for efficient retail operations, therefore they require large-format items like Maggi
noodles. Nestlé's global reach emphasizes the need for an adaptable marketing strategy across a range of
consumer segments. Nestlé is skilled at using consumer data to fine-tune its targeting and sales tactics,
guaranteeing ongoing optimization and customized interaction. In addition to facilitating focused sales
strategies, this methodical approach helps Nestlé gain insightful knowledge about the preferences and
actions of its customers, allowing for data-driven, well-informed decision-making (Colos, 2023). Moreover,
Nestlé's sophisticated sales management framework sets it apart for its dedication to comprehending and
meeting a range of consumer demands. Nestlé is able to maintain competitiveness and build long-lasting
partnerships while navigating the complexities of a dynamic global market thanks to this strategic alignment.
Nestlé's position as a worldwide leader, skilled at strategically satisfying the diverse demands of its wide
consumer and business base, is emphasized by this customer-centric strategy (Colos, 2023).
5.3.Explain the importance/advantages of selling through others
Selling through occurs when a customer purchases goods or items straight from a store. The phrase has the
same meaning as "sell-out," which is what shops may say when a certain product runs out in their
establishments. The sell-through rate of different items is one component of inventory management that
helps merchants decide how much inventory to buy at a time. A high sell-through rate indicates the unique
popularity of a product; conversely, a low rate might result in a higher number of returned items (Team,
2023)

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The important and the advantages: Expanding your business's geographical reach is possible by selling
through others channels. A substantial cost and effort would go into opening your stores or employing
salespeople to cover the regions that an established retail chain already covers. Your regional operations
may be swiftly and simply expanded by taking advantage of an existing retail network. Your own stock-
holding and delivery expenses are minimized when retailers store inventory of your items on their premises.
To avoid incurring shipping charges, customers accept goods delivery at the local retailer. Furthermore,
working with shops allows you to reach a wider audience of customers without having to spend money on
a sales and marketing campaign to bring in new clients. A group of consumers and prospects who visit retail
locations to purchase the kind of goods you sell are instantly available to you. You might be able to work
out a deal with a shop in particular circumstances whereby they exclusively carry your brand of goods and
not those of your rivals (Linton, 2021). It makes efficiency and specialization possible. Sales teams may
focus on their core competencies, such relationship-building and deal completion, by delegating specialized
tasks like lead generation or market research to dedicated teams. This increases sales efficiency. It also
expands the scope of an organization. Working together with marketing teams, resellers, or channel partners
gives you access to a wider range of target markets and client bases, which helps you acquire new clients,
increase your market share, and accelerate your revenue development. Additionally, selling via
intermediaries encourages creativity. Working with other groups and outside partners brings new insights
and concepts to the sales process, encouraging the development of creative strategies, goods, or services that
provide a competitive advantage in the marketplace (Contributor, 2021).
VI. A sales proposal for a new product, demonstrating the required skills and attributes of successful
selling techniques to building and managing consumer/customer relationships
6.1. A sales proposal for a new product
6.1.1. Introduction to a new product
Proud of Milo's accomplishments and Nestlé's rich history, we are excited to present "Milo Vannila," our
newest invention. By building on the well-known Milo beverage's long-standing reputation for great flavor
and nutrition, this innovative addition enhances it. "Milo vanilla" is painstakingly made to satisfy the
increasing demands of consumers interested in brain health benefits including improved memory and
cognitive skills in addition to the distinct vanilla flavor. The idea behind the product is to improve Milo's
core qualities by using a stronger recipe that goes above and beyond what is often expected. This version
has an impressive combination of vitamins, minerals, DHA, and lutein as active components. Specifically,
DHA milk is made from fish oil (which contains 33% more DHA than other milk varieties), which supports
overall brain growth and makes consumers intelligent and well-eyed—all of which are augmented. enhanced
with nutrients that have been carefully chosen to strengthen the brain. The increasing desire for drinks that
not only entice the senses but also offer a wide range of nutritional advantages has been made clear by
market research. "Milo vanilla" is our reaction to this trend, carefully crafted to cater to the needs of
customers who are prone to tension, stress, sadness, and memory loss. By stimulating the brain, the product
seeks to appeal to a wider population and go beyond the consumer-focused market.
6.1.2. Internal audit
Current market size and growth rate: Milo's market size and growth rates demonstrate a varied performance
across geographical areas, offering noteworthy insights into a range of markets, including Vietnam's
developing market. Nestle reported an organic growth rate of 4.2% overall, with variable growth paths in
various countries (Nestle, 2022). Despite showing encouraging development, the Southeast Asian market—
which includes Vietnam—faced difficulties because of persistent limitations on travel. Despite this, there
was a change in growth from negative to positive in the fourth quarter, with price rising from 0.8% to 2.2%
due to the influence of major brands like Bear Brand and Milo (Just Food, 2022). These encouraging
developments were noteworthy in the Vietnamese market and suggested possible resilience in the face of
difficulties. With double-digit growth fueled by e-commerce and distribution expansion, Nestle's success in

15
South Asia offers a model for possible approaches in Vietnam. Furthermore, Nestle's emphasis on product
categories such as milk, gastronomy, and Milo demonstrated robust double-digit growth, providing valuable
insights into prospective development opportunities for the Vietnamese market (Nestle, 2022).
Geographic segmentation: Milo gains a deep understanding of customer behavior and preferences across
many locations through the geographic segmentation of Vietnam's consumer population (Nestle, 2021).
Roughly 36.4% of the population lives in urban regions, which are home to higher-class citizens and centers
of economic activity. These environments often encourage a greater demand for Nestlé's premium goods,
which corresponds with the tastes of customers looking for high-quality, diverse items. In contrast, those
living in rural areas—where 63.6% of the population resides—frequently place a higher value on
affordability and customs. Milo can concentrate on offering necessities and reasonably priced goods while
taking into account the regional tastes that are common in these regions. Additionally, the subtle differences
in Northern and Southern Vietnamese culinary preferences have a big impact on product selections.
Vietnam's tastes tend to tilt toward sweeter and more flavored selections in the south, while those in the
north often choose savory flavors. In order to successfully accommodate these varying taste preferences,
Nestlé's product line must be customized in light of this differentiation. Based on the desire for high-end
items, Milo's market segmentation in Vietnam may indicate an expected market share of 35–40% in urban
areas, while 60–65% may be found in rural areas, underscoring the necessity for more basic and reasonably
priced offers (EdrawMind, 2023). By making strategic use of these data, Milo may better target and
effectively serve the varied requirements and preferences that exist throughout Vietnam's many regions
through the positioning of its product lines and marketing initiatives.
6.1.3. External audit
Political: Nestle works in Vietnam in a politically stable climate that offers a favorable framework for long-
term investment and commercial strategy. Multinational companies like Nestle benefit from the friendly
climate created by the Vietnamese government's aggressive approach to promoting foreign investment
through a range of programs, including as tax breaks and streamlined administrative processes (MBA Skool
Team, 2022). Nestle is in a good position in Vietnam because to the country's stable political environment,
official backing for foreign investment, free trade agreements that open up new markets, and a middle class
that is driving the country's rising customer base. All of these elements work together to provide a favorable
atmosphere for Nestle's business practices and expansion plans in the Vietnamese market.
Economic: Nestle works in Vietnam under a strong economic environment that is marked by remarkable
development and changing consumer trends. With an annual GDP growth of almost 7%, the nation's
economy is among the fastest-growing in Southeast Asia, indicating a vibrant market full of opportunity for
Nestle's initiatives (FRUE, 2019). Rising disposable incomes among Vietnamese consumers have coincided
with the economic upturn, giving them more purchasing power and more opportunity to purchase food and
beverage items, including those made by Nestle. Additionally, food and beverage firms like Nestle are
opening up new markets and customer groups as a result of Vietnam's fast urbanization trend. The increasing
number of people living in cities indicates that there is a concentration of prospective customers in these
areas, which gives Nestle the chance to meet the changing demands and tastes of these city inhabitants (Frue,
2019).
Technology: A key component of Nestlé's Milo operations, technology affects several aspects of the brand's
existence inside the PESTLE framework. The way Milo is positioned in the market has been significantly
changed by technological improvements. The production process at Milo has greatly increased in terms of
efficiency, cost-effectiveness, and quality control thanks to automation, AI-driven procedures, and new
manufacturing technology. Furthermore, the supply chain and logistics management fields have benefited
from the streamlining of operations brought about by the integration of technologies like IoT, blockchain,
and AI. This has improved inventory management, decreased costs, and increased efficiency. Milo's
consumer engagement has been revolutionized by Nestlé's use of social media platforms and digital
marketing methods. These days, advertising, consumer interaction, brand recognition, and market research

16
all depend heavily on these digital platforms. Furthermore, the rise of e-commerce has given Milo access to
new markets for sales, requiring adjustments to distribution and sales methods in order to capitalize on the
expansion of online shopping (Frue, 2019).
6.1.4. Objectives
The objective is to sell 150,000 goods in the first three months and acquire 100,000 customers in three
months. This goal is consistent with a number of important elements intended to improve the company's
chances of expanding in the Vietnamese market. Strong economic development is predicted; Vietnam's GDP
is predicted to rise to 7.8%, placing it at the top of Southeast Asia's growth rates. Increased consumer
spending, particularly in the food and beverage industry, is anticipated as a result of this economic
expansion, which will present Nestlé with opportunities to boost its revenue.
6.1.5. Marketing mix
Product: Milo vanilla focuses on ingredients in milk that help support comprehensive brain development to
help customers be smart and bright-eyed. The product is rich in active ingredients Luein, DHA, vitamins
and minerals. Especially in milk there is DHA extracted from fish oil (DHA is 33% higher than other milk
lines). Packaging layout: create eye-catching, professional packaging to attract buyer attention, with label
information that is easy to read and accurately displayed, including ingredient information, usage
instructions and data contact material.
Price: This product will cost more than similar items because of its distinctiveness and superior nutritional
content. When offered to clients, a box containing four 180ml cartons of Milo Vanilla milk costs 50,000
VND.
Placement: Distribute to all audiences this innovative dairy product. For Milo Vanilla goods, Nestle will
employ a mass distribution strategy that will facilitate the products' easy distribution throughout the country,
from major cities to rural areas and provinces. You may find Milo at orphanages, grocery stores, convenience
stores, and supermarkets. Milo Vanilla collaborates with e-commerce sites including Tiki, Shopee, and
Lazada in addition to agents and supermarkets throughout the country. The rapid advancement of
information technology has also had a major impact on the behaviors and buying habits of Vietnamese
customers. Vietnamese consumers also choose to order online in cartons or batches rather than in-store,
since their frequency of purchases has decreased and their average purchase volume has increased.
Promotion: Develop effective marketing and advertising campaigns to boost sales and brand recognition.
By employing an advertising approach that highlights the exceptional qualities and advantages of the
product, Milo vanilla goods are able to persuade consumers that they may enhance nutrition and aid in
children's cognitive development. The business will also spend money on outdoor advertising by erecting
big billboards on busy highways. Billboards and banners may be made to have a slightly different size and
appearance without losing the Milo vanilla brand's distinctiveness or the message it conveys.
6.2.Skills and attributes of successful selling techniques
These seven steps are essential for a successful salesperson. To provide a good first impression, salespeople
should welcome customers with a handshake, smile, and attention to detail. This simplifies salespeople's
ability to contact customers. Identification of wants and difficulties allows salespeople to consider potential
solutions. During the first sales process, employees should actively listen and ask questions. By doing so,
you may easily convince customers and understand their needs. Following the presentation and
demonstration, this skill's goal is to help the client understand the benefits and features they're looking for
by giving examples of happy customers using the product. Staff members should compile a list beforehand
and give clients honest advice. Customers may now test the product and assess its price and quality. In the
fourth stage, customer feedback is listened to and processed. Effective communication and listening
techniques are essential at this time. Employees ought to listen to what customers have to say and offer
reasonable answers. Negotiation is the next course of action. Workers can negotiate terms, expenses, and

17
delivery dates; the outcome will depend on how much influence each party has. Finally, close the sale and
then get in touch. This last stage of the sales process is crucial to ensuring that the customer is satisfied with
the purchase and that there have been no problems with product usage, installation, shipment, or training
(Hanh, 2021). Employees and customers will interact often, and communication is the basis of all successful
relationships. Effective communication is a vital skill for everyone, at any time. Effective communication
skills are essential for a salesperson, including making phone calls and face-to-face meetings. Salespeople
should be educated on the goods they are selling in order to reach their goals, match the appropriate customer
with the right product, and help increase customer happiness. With the consumers and clients they want to
attract, the first salesmen are able to establish rapport. Salespeople may begin conversations with thoughtful,
probing questions to gain a better understanding of consumers and their requirements while also building
trustworthy connections. Your answer can help them with their troubles. Salespeople are adept at handling
problems when they emerge, such as helping customers overcome obstacles, but they can also foresee
potential problems and create a strategy to deal with them.
6.3.Building and managing customer relationships
Customer care has a more significant part in relationship selling than in transactional exchanges. It turns
into the cornerstone for building trust and strong emotional bonds between the brand and its customers. It
includes all interactions, from first contact to follow-ups after a transaction. In contrast to simple measures
like as sales performance or customer loyalty, the assessment of customer care focuses more on the long-
term effects than on the immediate, measurable outcomes. This strategy regards customers as relationships
to be fostered rather than merely as income streams, which will eventually result in long-term brand success
and sustainable customer loyalty (Zorfas and Leemon, 2016).
Reverse marketing is a modern marketing strategy that upends the conventional sales dynamic by enabling
consumers to look for a company or product on their own, rather than companies actively seeking to close
deals. Offering clients useful, pertinent information and tools without openly pushing a sale is the foundation
of this strategy. Rather of making cold calls, companies concentrate on being trusted authorities in their
field, providing tools, guidelines, and instructional materials that answer questions or meet the demands of
customers. Businesses establish themselves as dependable consultants or subject-matter authorities by
offering insightful analysis and practical solutions. When clients are ready to make a purchase, they will
naturally gravitate toward the firm because of the strategy's cultivation of trust, credibility, and brand
familiarity. By combining the power of educational material with consumer autonomy, reverse marketing
enables people to go through the purchasing process at their own leisure and provides them with the
information they need to make wise selections (Marketing Schools, 2022).
From JIT to relationship: In order to lower inventories, the just-in-time (JIT) buying concept establishes
a supply chain that distributes goods and components as needed. Earnings are increased because
stockholding costs are significantly reduced or eliminated. The system is designed to provide input to the
production site at the needed rate and time. Work is rearranged to accommodate different customer
preferences while ensuring the fastest response possible. Also referred to as the system for lean
manufacturing. In order to satisfy client requests and retain or increase revenues, it may be possible to reduce
stockpiles and inventory levels that lose value while waiting for manufacturing. Purchasing professionals
may concentrate their efforts on a limited number of products thanks to centralization, which gives them a
thorough understanding of supplier operations and cost factors. Localized purchasing is typically more
focused on short-term cost and profit concerns than centralized purchasing, which focuses more emphasis
on long-term supply relationships. The desire of buyers to buy entire systems rather than individual
components is referred to as "systems purchasing." System sellers must provide value for customers by
cutting costs and/or improving productivity by finding innovative solutions to the issues faced by corporate
clients. Relationship Marketing: Relationship marketing is the theory that, as opposed to depending
exclusively on one-time sales, an organization's marketing strategy should be constructed around several

18
continuous contacts with clients. An increasing number of non-marketing employees are interacting with
consumers on a practical level (O'Neal, 1989).
VII. Conclusion
To sum up, the thorough examination provided in this report sheds light on the complex environment of
sales management in our multinational company that operates in Vietnam. Through an analysis of the many
aspects of sales performance, tactics, and structures, this study has offered a comprehensive understanding
of the sales environment inside our company. Every aspect has been carefully considered, ranging from the
analysis of the present sales performance across product categories, brands, and geographical areas to the
investigation of the subtle distinctions between B2B and B2C selling. The assessment of several facets of
sales management, such as strategies, tactics, reporting protocols, and organizational frameworks, has
emphasized how crucial it is to stay in line with consumer and market expectations. Finally, the business
introduced Milo Vanilla, Nestle's new product, along with sales tactics to effectively promote the product.
It is anticipated to represent a significant turning point in product innovation, resulting in a fresh and
improved consumer experience.

19
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