ASSIGNMENT 1 FRONT SHEET

Qualification BTEC Level 5 HND Diploma in Business

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

Submission date 11/08/2023 Date Received 1st submission

Re-submission Date Date Received 2nd submission

Student Name Nguyen Van Tai Student ID GBD210030

Class GBD1008A Assessor name Vo Cong Nghia

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Cover

6/8/2023 Sale Management

Assigment 1

Nguyen Van Tai

GBD210030
Table of Contents
1. Introduction .............................................................................................................................................. 5
2. Overview of the Organization ................................................................................................................. 5
2.1. Company profile ................................................................................................................................ 5
2.2. Sales Performance Overview............................................................................................................ 5
2.3. Sales Figures by Product Categories, Brands, Regions, or Selling Methods ............................... 6
3. Key Aspects of Sales Management .......................................................................................................... 7
3.1. Planing ................................................................................................................................................ 7
3.2. Selling Techniques ............................................................................................................................. 8
3.2.1. Sales Methods and Approaches ................................................................................................ 8
3.2.2. Sales Force Training and Development ................................................................................... 8
3.3. Reporting............................................................................................................................................ 8
4. Modes of Selling: B2B and B2C .............................................................................................................. 9
4.1. Understanding B2B Selling .............................................................................................................. 9
4.2. Understanding B2C Selling .............................................................................................................. 9
4.3. Differences in Sales Management based on Consumer and Business Buying Behavior .......... 10
5. Analysis of Sales Structure .................................................................................................................... 10
5.1. Sale structure overview ................................................................................................................... 10
5.2. Sales chanel ...................................................................................................................................... 11
5.3. Role of ‘Selling through’ other ....................................................................................................... 11
5.4. Evaluation of Different Sales Structure Types ............................................................................. 12
6. Sales Proposal for a New Product ......................................................................................................... 13
6.1. Introduction to a New bottle of Beer 333 ...................................................................................... 13
6.2. Sales Strategy for the New Product ............................................................................................... 13
6.3. Successful Selling Techniques ........................................................................................................ 14
6.4. Sale chanel........................................................................................................................................ 15
6.5. Relationship selling ......................................................................................................................... 15
7. Conclusion ............................................................................................................................................... 15
8. Appendix.................................................................................................................................................. 18
Table of Figure
Figure 1: Sabeco's company.............................................................................................................................................. 5
Figure 2: Sabeco Financial Industry ................................................................................................................................. 6
Figure 3: Distribution system of Sabeco ........................................................................................................................... 6
Figure 4: Sabeco Business Locations................................................................................................................................ 7
Figure 5: Sabeco Sale chanel .......................................................................................................................................... 11
Figure 6: New product of Sabeco ................................................................................................................................... 13
Figure 7: Sabeco’s SWOT analysis ................................................................................................................................ 13
Figure 8: The personal selling process ............................................................................................................................ 14
1. Introduction

Understanding and adeptly navigating the concepts

that drive success is critical in the dynamic world
of sales management. This paper goes into the
complex world of sales management in the context
of a multinational corporation operating in
Vietnam. This paper attempts to provide insights
into efficient sales tactics by a detailed review of
sales performance, selling techniques, and
organizational structures. This study provides light
on the varied nature of sales management by
studying the nuances of both B2B and B2C selling
modes, as well as critically evaluating the
company's sales structure. This study also includes
a strategy proposal for a new product, emphasizing
the talents and traits required for effective customer
Figure 1: Sabeco's company
connections. Finally, this investigation reveals the
(Sabeco, 2023).
critical importance of sales management in
building enduring customer connections and 2.2. Sales Performance Overview
driving organizational growth.
Sabeco's sales performance demonstrates the
2. Overview of the Organization company's strong presence in the competitive
beverage market. With a legacy spanning a decade,
2.1. Company profile
the company has established a powerful sales
Sabeco, or the Saigon Beer Alcohol Beverage trajectory that demonstrates its market prominence.
Corporation, is a well-known and respected name
Sabeco's sales results indicate its ability to connect
in Vietnam's beverage business. Sabeco is well-
with a wide range of customers. Vietnamese
known for its remarkable brewing legacy, and its
culturebeer brands, which are profoundly
major beer brands, such as Saigon Beer and 333
embedded in Vietnamese culture, translates into
Beer, have garnered a recognized reputation. With
sustained sales growth. Despite changing consumer
a long heritage anchored in exceptional
preferences, the company's unwavering dedication
craftsmanship, the company has remained a driving
to quality and innovation has allowed it to maintain
force in developing Vietnam's drinking culture...
a high market share.
 (Sabeco, 2023). In conclusion, the post-COVID-19
and Alcohol Law 100/2019 era presented both
challenges and opportunities for Sabeco's sales
performance.

Figure 2: Sabeco Financial Industry

(Sabeco, 2023).

The COVID-19 pandemic and the implementation

of Alcohol Law 100/2019 in Vietnam significantly
impacted Sabeco's sales performance (VIOIT,
2023; Sabeco, 2023). The pandemic caused
disruptions in distribution and consumption of
alcoholic beverages, affecting consumer spending
patterns. The Alcohol Law 100/2019 introduced
stricter regulations on advertising, labeling, and
selling hours for alcoholic products, promoting
responsible alcohol consumption and curbing Figure 3: Distribution system of Sabeco
social issues (Thuy, 2020). Sabeco had to adjust its (Sabeco, 2023).
marketing and distribution strategies to align with
2.3. Sales Figures by Product
the new legal framework (Sabeco, 2023). Despite
Categories, Brands, Regions, or
initial setbacks, Sabeco managed to navigate the
evolving landscape by leveraging its strong brand
Selling Methods
presence, distribution network, and production Sabeco's sales data give a vivid picture of its
capabilities. As consumer behaviors stabilized, strategic navigation across multiple dimensions,
sales performance began to show signs of recovery, highlighting its market supremacy and customer
prompting the company to rethink its sales attraction (Sabeco, 2023).
approach, emphasize consumption messaging, and
innovate in response to new market dynamics
Product Categories: Sabeco's varied portfolio
includes a variety of beer and alcoholic beverages.
The sales numbers within these categories show
consumer preferences, indicating the popularity of
distinct product versions. This knowledge supports
Sabeco's product innovation and development,
assuring alignment with changing tastes (Sabeco,
2023).
Sabeco's iconic beer brands, most notably Saigon
Beer and 333 Beer, have a sizable market share.
These businesses' sales figures reflect their
popularity with consumers and the enduring
heritage they represent. This data demonstrates
Sabeco's brand equity and the enduring loyalty it
has developed throughout the years (Sabeco,
2023).
3. Key Aspects of Sales Management
Sales management is a comprehensive set of
procedures aimed at managing a company's sales
operations in order to increase revenue, market
share, and customer satisfaction (Jobber &
Lancaster, 2019). Three fundamental parts -
planning, selling, and reporting - play critical roles
in orchestrating a successful sales strategy within
this framework (Haas, et al., 2012).
3.1. Planing
The systematic process of creating objectives,
strategies, and tactics to guide the allocation of
resources and activities that drive sales
performance is referred to as sales planning (Jobber
& Lancaster, 2019). It includes short-term and
long-term goals, market analysis, and resource
optimization to achieve alignment with the overall
objectives of the firm (Loe & Inks, 2014).
Sabeco's approach to sales planning demonstrates
its strategic savvy. The organization realizes the
critical need of preparing in navigating a volatile
environment (Habeco, 2023). Sabeco unifies its
resources, streamlines operations, and anticipates
market disruptions by setting defined goals. This
proactive approach enables the organization to
enhance its manufacturing, distribution, and
marketing operations (Sabeco, 2023).
Figure 4: Sabeco Business Locations
(Sabeco, 2023).
 3.2. Selling Techniques
Selling is the process of engaging with potential
clients, identifying their needs, providing products
or services, and persuading them to make a
purchase (Jobber & Lancaster, 2019). It is typically
regarded as the front line of sales management. It
includes a variety of strategies, channels, and
interactions designed to convert prospects into
loyal consumers (Loe & Inks, 2014).
3.2.1. Sales Methods and Approaches
Selling strategies and approaches serve as a direct
relationship between a company and its clients. It
entails developing relationships, addressing
concerns, and delivering value propositions that are
relevant to the needs of the consumer (Jobber &
Lancaster, 2019). Effective selling strategies
improve client pleasure, create brand loyalty, and
contribute to revenue generation, making them an
essential component of sales management (Loe &
Inks, 2014).
Sabeco's sales strategies and approaches work as a
dynamic compass, guiding its interactions with
customers and partners, facilitating frictionless
transactions, and cultivating long-term
relationships (Sabeco, 2023). The organization
takes a multifaceted approach to sales, mixing
conventional and innovative tactics. Furthermore,
Sabeco's consumer-centric approach is supported
by intelligent product placement and enticing
marketing initiatives (Sabeco, 2023).
3.2.2. Sales Force Training and
Development
Sales force training and development is a
systematic and planned method to provide sales
professionals with the tools, information, and
abilities they need to succeed in their professions
(Jap, 2001). It consists of a combination of
educational efforts, skill-building exercises, and
experiential learning designed to help sales
professionals adapt to changing market conditions,
connect with consumers, and meet sales targets
(Haas, et al., 2012; Sabeco, 2023).
Sabeco understands that having an educated and
professional sales force is critical to its success
(Sabeco, 2023). This comprehensive strategy
enables the sales staff to engage customers, answer
questions, and promote seamless transactions
(Sabeco, 2023; Jap, 2001). Furthermore, Sabeco's
thorough attention to sales strategies and robust
sales force training demonstrates the company's
commitment to providing great customer
experiences.
3.3. Reporting
Sales reporting entails gathering, analyzing, and
interpreting data on sales activities, performance
indicators, and market trends. It includes
monitoring key performance indicators (KPIs),
analyzing sales results, and creating insights to help
with decision-making and plan building (Jobber &
Lancaster, 2019).
While Sabeco's reporting systems are excellent, the
company's forecasting powers might be improved
(Sabeco, 2023). Predictive analytics can provide
forward-looking insights, allowing Sabeco to
proactively detect trends, forecast demand, and
fine-tune sales strategies in response to changing
market dynamics.
4. Modes of Selling: B2B and B2C
Sales management is divided into two categories:
business-to-business (B2B) and business-to-
consumer (B2C). Each mode has its own set of
characteristics, demanding customized techniques
to properly engage consumer and business
purchasing behavior.
Sabeco, a major participant in the beverage sector,
sells through the complex interaction of Business-
to-Business (B2B) and Business-to-Consumer
(B2C) channels. Sales management tactics at the
organization are fine-tuned to cater to the varied
purchasing behaviors of both corporate clients and
individual consumers.
4.1. Understanding B2B Selling
Business-to-business (B2B) markets
characterized by large and powerful buyers who
buy primarily to further organizational objectives
and use skilled/professional buyers in
organizational context (Jobber & Lancaster, 2019).
Customers in B2B markets are often
geographically concentrated, and negotiation is the
order of the day in dealings between marketer and
customer (Jobber & Lancaster, 2019; Neuhaus, et
al., 2022).
Sabeco navigates the intricacies of catering to
corporate purchasers, such as distributors,
merchants, and hospitality institutions, in the arena
of B2B selling (Sabeco, 2023). Within this
framework, the concepts of sales management are
profoundly founded on developing long-term
partnerships and delivering value-driven offers.
Sales Management Principles: Relationship
cultivation is important to B2B sales management.
Sales teams concentrate on developing long-term
relationships, addressing complicated issues, and
providing tailored solutions (Jobber & Lancaster,
2019). Lead nurturing takes time and requires in-
depth product knowledge as well as consultative
selling strategies. Negotiations are strategic in
nature, with a focus on long-term mutual gain
(Ehret, 2004).
Sabeco's B2B sales management prioritizes
relationship building. Its sales staff excel in
building long-term relationships, tailoring product
offers to client needs, and providing
are comprehensive solutions. (Jobber & Lancaster,
2019) Negotiations are strategic, with a focus on
mutual growth and long-term business ties.
an 4.2. Understanding B2C Selling
Consumer markets are defined by the fact that the
customer is purchasing products and services for
their own or their family's use. As a result, the
primary purchasing motivations are personal in
nature (Jobber & Lancaster, 2019; Sabeco, 2023).
B2C sales are transactions between businesses and
individual customers. Here, sales management
strategies revolve around emotional involvement,
brand loyalty, and catering to individual tastes
(Neuhaus, et al., 2022).
Sabeco's sales management focuses its attention in
the B2C realm on emotional involvement, brand
loyalty, and connecting with individual consumers
(Sabeco, 2023). This technique of selling entails
interacting with end users via numerous
touchpoints.
Sales Management Principles: Emotional ties are
important in B2C sales management. Sales teams
use persuasion, storytelling, and brand loyalty
strategies. Engagement is guided by customer path
mapping, which focuses on frictionless interactions
and individualized experiences. Speed,
convenience, and emotional triggers all play
important roles in completing purchases (Jobber &
Lancaster, 2019; Neuhaus, et al., 2022).
Sabeco's B2C sales methods are focused on
establishing emotional relationships (Sabeco,
2023). To engage customers, its sales teams use
narrative, immersive marketing, and personalized
techniques. The customer journey is methodically
planned to provide seamless interactions,
convenience, and memorable experiences that are
personalized to the customer's preferences (Sabeco,
2023).
4.3. Differences in Sales Management
based on Consumer and Business
Buying Behavior
B2B buying behavior is defined by logical
decision-making influenced by criteria such as cost
effectiveness, functionality, and long-term
partnerships. Businesses desire value, scalability,
and solutions that are in line with their operational
requirements and strategic objectives (Jobber &
Lancaster, 2019).
Sabeco understands that B2B purchasing behavior
is based on rational decision-making (Jobber &
Lancaster, 2019). Corporate clients want cost-
effective solutions, continuous supply, and goods
that meet their specific business needs and
customer expectations.
Consumer and Business Purchasing Behavior:
B2C purchasing behavior is frequently influenced
by emotional impulses such as personal
preferences, brand affinity, and perceived value. In
their purchases, consumers seek experiences,
convenience, and emotional relevance (Jobber &
Lancaster, 2019).
Sabeco recognizes that B2C purchasing behavior is
frequently influenced by emotional impulses,
which are influenced by elements such as brand
loyalty, perceived value, and personal preferences.
Customers want memorable experiences and
products that fit their lifestyle (Sabeco, 2023).
5. Analysis of Sales Structure
5.1. Sale structure overview
Sabeco's implementation Hybrid sales structure
which have customer-based, Geography and
product sales structure, Sabeco employs a hybrid
sales structure that combines customer-focused,
geographic, and product-focused approaches. This
strategic combination improves customer focus,
optimizes regional coverage, and tailors offerings,
thereby increasing sales effectiveness (Thaichon, et
al., 2018). But Sabeco was concentrate on
customer-based sale structure which entails
segmenting sales teams based on distinct customer
categories such as retail, entertainment, and
restaurants, offers a strategic strategy with several
significant benefits (Sabeco, 2023). Sabeco
maximizes customer-centricity, reactivity, and
long-term value development with this structure.
Appendix (Appendix 1) contains a thorough
examination of this structure's intricate workings
and benefits.
5.2. Sales chanel
Figure 5: Sabeco Sale chanel
Wholesale:
Sabeco works with a network of distributors and
agents to distribute its products to retail locations
across the country (Sabeco, 2023). Sabeco is able
to enhance its distribution process and ensure
product availability as a result of this.
Sabeco also engages in export activities,
delivering its products to overseas markets through
collaboration with foreign partners and distributors
in order to reach international customers (Sabeco,
2023).
Sabeco's Direct Approach to Key Customers:
Sabeco implements a direct selling technique to
large customers such as hotel chains,
restaurants, and major events (Sabeco, 2023).
Retail:
Sabeco items can be found at a variety of retail
outlets, supermarkets, and convenience stores
across the country (Sabeco, 2023). Customers may
simply acquire their products in a conventional
retail atmosphere as a result of this.
Sabeco frequently supplies its products to
restaurants, pubs, and entertainment venues
(Sabeco, 2023). This opens up options to directly
approach consumers in an environment centered on
enjoyment and entertainment.
Sabeco maintains an online presence through its
website and e-commerce platforms (Sabeco,
2023). Customers can place orders and receive
promotional information, boosting shoppers'
accessibility and convenience.
5.3. Role of ‘Selling through’ other
The concept of'selling via' others, sometimes
known as indirect selling, is very important and
beneficial to firms like Sabeco:
Market Reach: Sabeco can swiftly increase its
market presence by tapping into established
networks of distributors and agents (Sabeco, 2023).
These middlemen enable faster market entry by
providing access to new geographies and customer
segments (Loe & Inks, 2014).
Resource Efficiency: Sabeco can focus on its core
skills, such as product creation and brand
promotion, by leveraging distributors (Jobber &
Lancaster, 2019). Distributors handle warehousing
and delivery while maximizing resource allocation.
Risk Reduction: By diversifying Sabeco's sales
channels, the company's reliance on a single
approach is reduced (Jobber & Lancaster, 2019;
Sabeco, 2023). This reduces the risk of market
fluctuations or changes in consumer behavior.
Local understanding: Distributors have in-depth
understanding of local markets, allowing Sabeco to
tailor strategies to particular nuances (Sabeco,
2023; Jobber & Lancaster, 2019). This
personalized strategy boosts consumer happiness
and brand recall.
Building connections: Working with distributors
develops mutually beneficial connections.
Distributors serve as brand ambassadors,
promoting Sabeco's products by using their
skills and knowledge (Sabeco, 2023; Jobber &
Lancaster, 2019).
5.4. Evaluation of Different Sales
Structure Types
Some Sabeco rivals are listed below to evaluate the
differences between different types of sale
structures: Heineken and Habeco.
Product-Based Structure of Habeco: The use of
a product-based structure by Habeco demonstrates
a focus on specialization and product innovation
(Habeco, 2023). Habeco guarantees that each
product line receives targeted attention and unique
strategies by arranging sales teams around distinct
product categories (Habeco, 2023). Through
tailored marketing efforts, this approach promotes
specialized expertise (Mansoori, et al., 2023),
efficient product creation, and market penetration
(Habeco, 2023; Jobber & Lancaster, 2019).
The geography-Based Structure of Heineken:
The geography-based structure of Heineken
highlights the necessity of local market adaptation
(Heineken, 2022). Heineken may handle cultural
subtleties, tastes, and market dynamics peculiar to
each country by dividing operations based on
geographical location (Heineken, 2022). This
framework allows for customized marketing
efforts, cultural sensitivity, and efficient resource
allocation across multiple markets (Jobber &
Lancaster, 2019; Liuska, 2023).
Sabeco's concentrate on customer-based structure,
Habeco's product-based structure, and Heineken's
geography-based structure are all evaluated,
highlighting the diversity of sales management
tactics. These methods emphasize the significance
of aligning with business goals, customer demands,
and market subtleties (Ramos, et al., 2023). While
each structure is unique, each has the ability to
drive growth, innovation, and client loyalty. The
decision between these structures necessitates
thorough analysis of the industry, target audience,
and strategic aims of the business (Jobber &
Lancaster, 2019; Thaichon, et al., 2018). Finally, a
good sales structure improves client involvement,
maximizes resource use, and aids in the fulfillment
of long-term business goals (Jobber & Lancaster,
2019).

6. Sales Proposal for a New Product Figure 6: New product of Sabeco

(Sabeco, 2023).
6.1. Introduction to a New bottle of
Beer 333 6.2. Sales Strategy for the New
Product
Sabeco's dedication to producing high-quality
products resulted in the successful development of
6.2.1. SWOT analysis
333, their premium beer. This beer exemplifies
Sabeco's commitment to provide customers with
the greatest possible experience. Sabeco has
created a beer that embodies sophistication,
quality, and cultural complexity via painstaking
research and craftsmanship. Appendix 2 contains
more information on this new product.

Figure 7: Sabeco’s SWOT analysis

Sabeco's dominance in the Vietnamese beer 6.3. Successful Selling Techniques
market, diverse product line, and strong
distribution network are its key assets. However,
challenges include competition, quality perception,
and a limited global presence. Craft beer
expansion, export growth, premium offerings, and
digital marketing all present opportunities.
Regulatory obstacles, health trends, economic
fluctuations, and increased competition are all
threats. Sabeco can achieve long-term success by
capitalizing on its strengths and opportunities while
addressing its weaknesses and threats. Appendix 3
contains a more in-depth analysis of Sabeco's
SWOT.

6.2.2. PESTEL analysis

Sabeco's PESTEL analysis in the Vietnamese
market identifies significant external forces
shaping its operations. Politically, the company
must deal with strict alcohol regulations, while
fiscal policies, such as taxation rates on alcoholic
beverages, have an impact on pricing and demand.
Economically, Sabeco's performance is linked to
Vietnam's growth and income levels, which
Figure 8: The personal selling process
influence consumer beer spending. Consumer
preferences are influenced by societal dynamics (Jobber & Lancaster, 2019).

such as cultural norms and health consciousness.
Technologically, embracing automation and digital
marketing can increase output and reach. These
factors, taken together, highlight the intricate
interplay between Sabeco's operations and the
larger Vietnamese environment. This analysis is
continually expanded in Appendix 4.
Integrate a holistic plan to revitalize Sabeco's sales
approach: initiate discussions with finesse,
empathetically discover needs, present solutions
effectively, adeptly address objections, negotiate
jointly, seal agreements confidently, and nurture
post-sales ties passionately (Jobber & Lancaster,
2019; Sabeco, 2023). Increase conversions, build
long-term client relationships, and exemplify
Sabeco's continuous dedication to value delivery.
Appendix 5 will provide a detailed explanation of
this technique.
6.4. Sale chanel
It is critical for Sabeco to connect distribution
techniques with the different demands and
preferences of Sabeco target market when
developing an efficient sales channel plan. Sabeco
can assure global product availability, improve
consumer convenience, and drive sales growth by
proactively selecting and managing distribution
channels. To increase market penetration and client
involvement, Sabeco recommended sales channel
plan incorporates both old and innovative ways. It
is explained in detail in Appendix 6.
6.5. Relationship selling
Relationship selling is a sales strategy that
emphasizes the establishment and maintenance of
long-term connections with clients. It extends
beyond transactional contacts to understand the
requirements, preferences, and challenges of
customers (Jobber & Lancaster, 2019).
Relationship selling seeks to develop value and
trust over time, which results in recurring business,
client loyalty, and favorable word-of-mouth
referrals (Haas, et al., 2012).
context of Sabeco. Sabeco can differentiate itself in
the competitive beer industry and generate a
durable competitive advantage by prioritizing the
establishment of genuine connections with both
individual consumers and business clients. This
provides a more detailed description of Appendix
7.
7. Conclusion
Finally, this assignment looked at the practical
application of sales management principles in the
context of Sabeco, a major player in Vietnam's beer
market. The assignment provided valuable insights
into effective sales planning, customer relationship
management, and strategic communication through
an analysis of Sabeco's sales performance,
exploration of different modes of selling, critical
evaluation of its sales structure, and the proposal of
a sales strategy for a new product. The assignment
improved Sabeco understanding of how sales
techniques can be tailored to meet specific market
demands and leverage the company's strengths by
delving into Sabeco's operations. Overall, the
assignment provided a thorough examination of
sales management principles in Sabeco's dynamic
and competitive operating environment.

Sabeco application:

A relationship selling technique has the potential to

significantly improve customer engagement, brand
loyalty, and overall sales performance in the
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Available at: https://vioit.org.vn/vn/tin-hoat-dong-nganh/tong--quan-nganh-bia--ruou--nuoc-giai-
khat-viet-nam--4840.4056.html
[Accessed 10 August 2023].

20. Virac, 2023. Virac Research. [Online]

Available at: https://viracresearch.com/tong-quan-co-hoi-cua-nganh-bia-viet-nam-nam-2023/
[Accessed 10 August 2023].
 8. Appendix
Appendix 1:
1. Targeted Customer Interactions: Sabeco
ensures highly tailored interactions by aligning
sales teams with distinct customer segments. A
sales team dedicated to a specific industry, such as
restaurants, has in-depth knowledge of the sector's
unique challenges, preferences, and demands. This
knowledge translates into personalized interactions
in which sales representatives can empathize with
customers, address their specific needs, and offer
relevant solutions (Loe & Inks, 2014; Jobber &
Lancaster, 2019).
2. Personalized Solutions: Sabeco's customer-
centric structure enables sales teams to create
personalized solutions. A sales team focused on
entertainment venues, for example, can work
closely with these establishments to create
beverage offerings that appeal to their clientele.
This customized approach not only improves
customer satisfaction but also strengthens Sabeco's
position as a strategic partner, contributing to its
customers' success (Jobber & Lancaster, 2019).
3. Relationship Building and Partnership:
Relationship building is at the heart of Sabeco's
customer-centric approach. A dedicated sales team
for each customer segment can devote time and
energy to cultivating strong, long-lasting
relationships. These connections go beyond
transactional exchanges, evolving into partnerships
marked by mutual trust, shared goals, and ongoing
collaboration. This facilitates joint business
planning and co-creation over time, providing
significant value to both parties.
4. Industry Insights and Innovation: Sales teams
that specialize in a specific customer segment gain
valuable insights into industry trends, challenges,
and emerging opportunities. Sabeco can use these
insights to improve its product offerings, introduce
innovations that directly address industry pain
points, and maintain a competitive advantage.
Sabeco's reputation as an industry leader is
strengthened by its agility and industry-focused
innovation.
5. Long-Term Loyalty: Sabeco fosters long-term
loyalty through its customer-focused structure.
Sales teams dedicated to specific customer
segments gain a thorough understanding of
customer preferences, allowing them to anticipate
needs and provide proactive solutions. This not
only improves customer retention but also fosters
advocacy, as satisfied customers become vocal
advocates for Sabeco's products in their respective
industries.
Finally, Sabeco's customer-based sales structure
serves as a strategic pillar that propels the company
beyond transactional interactions. It represents a
commitment to understanding, engaging, and
enriching customer relationships in a variety of
industries. Sabeco positions itself as a trusted ally
in its customers' growth journeys while driving its
own success in the competitive beverage market by
fostering tailored interactions, custom solutions, consumers, it has also successfully established a
and long-term partnerships (Jobber & Lancaster, quality reputation on the international stage. 333
2019). Beer has gained global recognition after being
exported to more than 17 countries, including
Appendix 2:
discerning markets such as Japan, Australia,
Impressive Design and Craftsmanship: The
Germany, and the United States (Sabeco, 2023).
premium 333 beer comes in an enticing amber
Conclusion: Sabeco's premium 333 beer
bottle with a refined silver label. Its design exudes
exemplifies the company's commitment to
elegance and is enhanced by the use of luxurious
producing exceptional products. Sabeco has
materials. This visual appeal reflects the
created a beer that not only captivates the taste buds
meticulous attention to detail and commitment to
but also embodies the essence of quality and
providing a premium product (Sabeco, 2023).
cultural richness through meticulous
The exquisite taste of 333 premium beer is a
craftsmanship, cultural appreciation, and a
harmonious blend of ingredients sourced from all
commitment to meeting diverse preferences. As
over the world. The use of German Hallertau hops,
333 Premium Beer continues to make a name for
a century-old French recipe, and Vietnamese
itself at social gatherings and events, it represents
artisans' expertise result in a flavor profile that
elegance, sophistication, and camaraderie, making
tantalizes the senses. This marriage of ingredients
it a treasured companion for any occasion.
and craftsmanship results in a beer that is not only
Appendix 3:
delicious but also a testament to Sabeco's
dedication to quality (Sabeco, 2023). Sabeco's SWOT Analysis in the Vietnamese
Market
Meeting a Variety of Preferences: Sabeco's
premium 333 beer caters to a variety of tastes. With Strengths:
a slim and sturdy bottle, its innovative design Sabeco is a dominant player in the Vietnamese beer
ensures a comfortable grip and a convenient market, with a long history and widespread brand
drinking experience. The brand's use of elegant recognition.
white, strong silver, and delicate gold and red
Sabeco has a diverse portfolio of beer products that
accents pays homage to traditional Asian aesthetics
cater to various consumer preferences and
while also appealing to modern sensibilities
segments.
(Sabeco, 2023).
Sabeco has robust production facilities and
Market Presence and Recognition: Sabeco's 333
capabilities, allowing it to meet the demands of the
brand is the market leader in Vietnam. With a long
local market.
history and enduring popularity among domestic
Distribution Network: The company has a large
distribution network that reaches many different
regions and ensures that its products are widely
available.
Weaknesses:
Sabeco faces stiff competition in the Vietnamese
market from both domestic and international beer
brands.
While Sabeco has made strides in quality
improvement, there may still be lingering
perceptions of quality issues affecting its
reputation.
Sabeco's international presence is limited in
comparison to some global beer giants.
Dependence on the Domestic Market: Sabeco's
revenue is heavily reliant on the domestic market,
making it vulnerable to changes in local consumer
preferences and economic conditions.
Opportunities:
Expanding the Craft Beer Segment: Sabeco can
diversify its product portfolio and attract a niche
segment by expanding its craft beer segment.
Sabeco has the potential to expand its international
footprint by exporting its products to new markets,
capitalizing on the popularity of Vietnamese
culture and cuisine.
Premiumization Trend: Consumer preferences for
premium and high-quality products provide
opportunities for Sabeco to develop and market
premium beer offerings.
Digital marketing can help Sabeco reach and
engage a younger demographic while also
increasing brand visibility.
Threats:
Regulatory Issues: The beer industry is subject to
stringent regulations that can have an impact on
production, marketing, and distribution.
Health Concerns: As people become more
concerned about their health, beer consumption
may decline, affecting sales.
Economic fluctuations can have an impact on
consumer spending on discretionary items such as
alcoholic beverages.
Increasing Competition: The entry of new players,
as well as the expansion of existing competitors,
may increase competition and impact market share.
Sabeco's strong market presence, diverse portfolio,
and distribution network are valuable assets.
Addressing quality perception and capitalizing on
opportunities such as premiumization and export
growth can help the company navigate the
challenges of the Vietnamese beer market, such as
competition, regulation, and changing consumer
trends.
Appendix 4:
Sabeco's PESTEL analysis in the context of the
Vietnamese market reveals several external factors
influencing its operations:
Factors of Politics:

Government Regulations: Sabeco's business
strategies are influenced by stringent regulations
governing alcohol production, marketing, and
distribution (Sabeco, 2023).
Fiscal Policies: Alcoholic beverage tax rates can
have an impact on pricing and consumer demand
(Sabeco, 2023).
Economic Considerations:
Economic growth in Vietnam drives consumer
spending, which affects beer sales (Virac, 2023).
Income Levels: Affordability and consumption
patterns are influenced by disposable income levels
(Virac, 2023).
Social Aspects:
Cultural norms regarding alcohol consumption
influence market preferences and behaviors
(Sabeco, 2023).
Growing health consciousness may shift consumer
preferences toward healthier alternatives.
Factors Technological:
Automation and innovative brewing techniques
can improve production efficiency.
Digital Marketing: Using technology to market can
help you reach a larger audience and engage
younger customers.
Environmental Aspects:
Concerns about sustainability: Eco-friendly
production and packaging practices can align with
growing environmental consciousness (Virac,
2023).
Water Scarcity: It is critical for responsible
brewing to ensure sustainable water usage.
Legal Considerations:
Regulatory Compliance: It is critical to adhere to
legal requirements for labeling, advertising, and
quality standards (VIOIT, 2023).
Licensing and Permits: It is critical to obtain and
renew the necessary licenses for production and
distribution (Sabeco, 2023).
Understanding these external factors enables
Sabeco to modify its strategies in order to navigate
challenges and capitalize on opportunities in the
Vietnamese beer market.
Appendix 5:
Sabeco Sales Techniques Improvement Proposal
Introduction: The propose a comprehensive
approach that aligns with the key stages of
successful selling techniques in our pursuit of
improving Sabeco's sales performance. Sabeco can
improve customer interactions, drive conversions,
and foster long-term relationships by integrating a
strategic blend of skills and attributes across these
stages. This proposal outlines how these techniques
will be used within Sabeco's sales framework.
Opening: To effectively engage potential clients,
Sabeco sales team will focus on impeccable
communication skills at the initial point of contact.
A welcoming and friendly demeanor will set the
tone, ensuring a positive first impression that
captures attention and opens the door to meaningful
conversations.
Identification of Needs and Problems: Empathy
will be at the heart of our approach. Our sales
representatives will actively listen, demonstrating a
genuine interest in understanding the needs and
challenges of their clients. This will uncover
specific pain points and tailor our solutions by
asking insightful questions and engaging in
empathetic discussions.
Presentation and Demonstration: Sabeco sales
team will be well-versed in product knowledge,
allowing them to present Sabeco's diverse portfolio
convincingly. Our presentations will highlight
Sabeco's products' unique value proposition, with a
focus on how our offerings directly address clients'
identified needs.
Managing Objections: Our approach to
objections will be based on effective problem-
solving techniques. Our sales representatives will
address concerns head on, providing well-thought-
out solutions and instilling trust in Sabeco's
offerings. Sabeco are dedicated to overcoming
reservations and transforming potential challenges
into opportunities.
Negotiation: This will be a collaborative effort.
Sabeco sales team will actively listen to the needs
of our clients and work to reach mutually beneficial
agreements. This will ensure that both parties feel
valued and satisfied by fostering an environment of
cooperation and creative problem-solving.
Closing the Sale: Our closing strategy will be
defined by confidence and persuasive
communication. Our sales representatives will
review the value proposition, address any
remaining concerns, and assist clients in making
informed decisions. Sabeco are committed to
fostering trust and facilitating a smooth transition.
Follow-up: Our dedication goes beyond the sale.
Our sales team will excel at follow-up practices,
maintaining consistent communication with clients
to ensure their continued satisfaction. Sabeco hope
to solidify Sabeco's reputation as a dependable
partner by providing timely support, responding to
any post-purchase inquiries, and nurturing
relationships.
Incorporating these improved sales techniques into
Sabeco's operations can produce remarkable
results. Sabeco are confident in our ability to
increase conversions while also establishing long-
term relationships with clients by strategically
deploying a mix of communication, empathy,
negotiation, and problem-solving throughout the
sales journey. Sabeco's dedication to excellence
will be evident at every stage of the sales process,
emphasizing our commitment to providing
exceptional value to our esteemed clientele.
Appendix 6:
Retailers and Supermarkets: Sabeco's products
will be strategically placed in a large network of
retailers and supermarkets, ensuring easy consumer
access. This traditional sales channel provides a
platform for product visibility and promotion as
well as direct customer interaction (Sabeco, 2023).
Collaboration with restaurants, bars, and
entertainment venues provides Sabeco with an
opportunity to showcase its products in a social and
convivial setting. Sabeco can tap into their existing
customer base and provide a unique experience for
customers by forming partnerships with these
businesses.
E-Commerce and Online Platforms: An online
presence is essential in today's digital era. Sabeco
will broaden its reach by utilizing e-commerce
platforms that provide the convenience of online
ordering and doorstep delivery. This channel
serves a growing segment of tech-savvy consumers
who prefer the convenience of online shopping
(Sabeco, 2023).
Sabeco will collaborate with wholesalers and
distributors to ensure efficient product flow to
various retail points. This channel simplifies
distribution and broadens market coverage,
attracting bulk buyers and business clients (Sabeco,
2023).
Direct-to-Customer Sales: Targeted marketing
campaigns will promote direct-to-customer sales
by leveraging Sabeco's existing customer database.
This approach encourages personalized
interactions and enables Sabeco to provide
exclusive deals and promotions (Sabeco, 2023).
Participation in local events and festivals allows
Sabeco to engage directly with consumers, offer
product samples, and create memorable brand
experiences. These events help to increase brand
recognition and recall (Sabeco, 2023).
Sabeco can optimize market reach, engage
customers through multiple touchpoints, and adapt
to changing consumer preferences by
implementing this diversified sales channel
strategy. The convergence of traditional and
modern channels will strengthen Sabeco's brand
presence and drive long-term sales growth in the
dynamic Vietnamese market.
Sabeco's new beer brand, 333, may successfully
employ a Customer-Based Sales Structure in its
sales strategy (Sabeco, 2023). Sabeco may
maximize client centricity, responsiveness, and
long-term value generation by arranging sales
teams based on distinct customer categories, such
as retail, entertainment venues, and restaurants.
This framework enables sales representatives to
have a thorough understanding of each customer
group's specific needs and preferences, resulting in
stronger connections and specialized strategies.
Furthermore, management can deploy resources
and efforts to distinct market segments
strategically, optimizing sales efforts and market
penetration. However, due diligence is required to
minimize potential higher expenses and avoid
geographical duplication of efforts, providing a
streamlined and efficient sales operation for the
new 333 beer brand.
Advantages
Improved Customer Understanding:
Salespeople in each customer group learn about
their individual wants, preferences, and issues. As
a result, conversations become more tailored and
effective, resulting in stronger customer
relationships (Haas, et al., 2012).
Marketing efforts can be highly focused with
specific sales teams for different consumer
segments, ensuring that promotional methods
resonate with each group's qualities and
preferences.
Improved client Satisfaction: Because products
and services are better aligned with specific client
demands, tailored sales methods result in higher
customer satisfaction (Payne & Frow, 2016).
Sales teams might specialize in serving a certain
customer segment, allowing them to gain expertise
and a deeper understanding of the industry or
market.
Strategic Resource Allocation: Management can
deploy resources strategically depending on the
potential and significance of each client segment
(Beatty, et al., 1996).
Coordination Issues: Managing several customer-
based sales teams can be difficult, necessitating
excellent coordination, communication, and
strategy alignment across teams (Payne & Frow,
2016).
Potential for Conflict: Different sales teams
focusing on the same customer group may result in
internal competitiveness and conflicts, affecting
collaboration and overall sales success (Beatty, et
al., 1996).
Limited Cross-Selling possibilities: By focusing
on certain customer segments, possibilities for
cross-selling or upselling to customers who might
benefit from a larger range of products or services
may be lost (Dugan, et al., 2023).
Appendix 7:
Prioritizing exceptional customer care is a
cornerstone of relationship selling, as it fosters
trust, loyalty, and repeat business. Sales
professionals build long-term relationships by
understanding their customers' needs and concerns.

Disadvantages From JIT to Relationship Marketing:

Relationship selling emphasizes ongoing
additional expenditures: Running numerous
engagement rather than "just-in-time" delivery.
specialized sales teams might result in additional
Building rapport and understanding the changing
expenditures such as salary, training, and
needs of customers leads to long-term partnerships.
administrative fees (Jobber & Lancaster, 2019).
Reverse marketing is a strategic inversion that
Geographic Duplication: When client groups are
prioritizes understanding customer needs.
geographically distributed, there may be an overlap
Tailoring offerings in this manner generates mutual
in effort or resources as many sales teams pursue
value, strengthens relationships, and drives sales
comparable customers in various regions (Dugan,
success.
et al., 2023).
Relationship Marketing to Relationship Selling:
Relationship marketing lays the groundwork for
relationship selling, which adds personalization.
Active listening, tailored solutions, and proactive
problem-solving strengthen relationships and
increase sales.
Relationship selling tactics include personalized
communication, consistent follow-ups,
anticipatory service, and value-driven
relationships.
Sabeco's sales representatives will engage
customers in personalized conversations, taking the
time to understand their preferences, consumption
patterns, and events. Sabeco can tailor product
recommendations and offers to each customer's
specific needs thanks to this approach.
Relationship selling entails educating customers on
Sabeco's products, brewing processes, and the art
of beer appreciation. Sabeco can position itself as
an expert and create a deeper connection with beer
enthusiasts by sharing insights and knowledge.
Beer 333 by understanding their inventory cycles
and collaborating on demand forecasting.
Reverse Marketing: Sabeco works with
distributors to understand their market dynamics,
allowing them to tailor marketing materials and
promotions to local preferences. This partnership
expands Beer 333's appeal and market penetration.
Sabeco's sales team goes beyond offering Beer 333
to providing value-added support, moving from
relationship marketing to relationship selling.
They help with promotional events, provide
training, and provide marketing materials, all of
which help to strengthen the partnership.
Relationship selling tactics: Sabeco's sales
representatives communicate regularly and
respond to distributor concerns promptly. They
provide incentives for meeting sales targets,
collaborate on marketing strategies, and respond
quickly to any challenges, strengthening the
distributor-Sabeco relationship and increasing Beer
333 sales.

Apply to Sabeco proposal: Advantage of relationship selling:

Customer Service: Sabeco's sales team provides Consistent Communication: Communicating

personalized attention to each distributor, with customers on a regular basis strengthens the
addressing their specific Beer 333 needs and relationship (Haas, et al., 2012). Sabeco can
preferences. Regular check-ins and prompt provide updates, exclusive offers, and relevant
responses foster rapport and trust. content through a variety of channels, including
social media, email newsletters, and loyalty
From JIT to Relationship Marketing: Sabeco is
programs.
transitioning from a transactional approach to
cultivating long-term relationships with Solving Issues: When customers have questions or
distributors. Sabeco ensures a consistent supply of concerns, Sabeco's sales team will respond quickly
and effectively. This approach demonstrates
Sabeco's commitment to customer satisfaction
while also reinforcing trust (Sabeco, 2023; Jobber
& Lancaster, 2019).

Sabeco can provide value-added services to

business clients such as beer pairing
recommendations, event sponsorships, and custom
branding. These initiatives demonstrate Sabeco's
commitment to meeting the diverse needs of its
customers.

Sabeco will actively solicit customer feedback and

input, demonstrating a genuine interest in
continuous improvement. This feedback loop
ensures that Sabeco remains responsive to
changing preferences and can adjust its offerings as
needed.

Long-Term Partnerships: Relationship selling

encourages the development of long-term
relationships with key clients such as restaurants,
bars, and entertainment venues (Dugan, et al.,
2023). Sabeco can become an integral part of their
success by understanding their business goals and
aligning Sabeco's offerings (Loe & Inks, 2014).

Sabeco can transform its customers into loyal

advocates who not only continue to buy Sabeco's
products but also recommend them to others by
embracing relationship selling. This approach
perfectly aligns with Sabeco's mission of providing
high-quality beer experiences and cements the
company's position as a reliable and preferred
choice in the Vietnamese beer market.
GROUP 1
ABOUT SABECO
Saigon Beer - Alcohol - Beverage Corporation (SABECO)

145-year history and 43 years of brand evolution by 2020

Represents richness of southern Vietnam and spirit of Saigon

residents

Two initial beer types, now 10 product lines

Market leaders in Vietnam, entering markets like Germany, USA,

and Japan (Sabeco, 2023)

 VISION
Recognized as Vietnam's
premier beverage group
Extend prominence to
regional and global markets
(Sabeco, 2022)
MISSION
Propel Vietnam's beverage sector to global standards
Promote culinary heritage of Vietnam
Committed to quality, safety, and health in products
Inclusive success and intangible benefits for stakeholders
Business transparency and fulfillment of obligations
Active community participation, international integration
Meet international standards for food safety, hygiene, environmental protection
(Sabeco, 2023)
SABECO (Sabeco, 2023)
SALE PERFORMANCE
2022 net revenue: VND 34,979 billion; post-tax
profit: VND 5,500 billion
Growth of 32% in revenue and 40% in profit
compared to 2021
Highest profit levels ever achieved
Strong recovery trajectory and resilient business
strategies
Achievements and Recognitions (SABECO, 2023)
Accolades at the Asia Pacific Enterprise Awards
(APEA) 2022
Categories: "Corporate Excellence 2022" and
"Inspirational Brand Awards 2022"
Second consecutive year of recognition for
business achievements and sustainable value
(SABECO, 2023)
 SALE STRUCTURE
Geographic Structure: Sabeco has concentrated its distribution
system in the southern region while expanding to the north. Known for
resonating with Southern consumers, Sabeco leverages this strong
presence to tailor products and marketing to local tastes. The
expansion into the northern market also aligns with distinct regional
preferences, opportunities for growth, diversification, and building
robust connections with consumers throughout Vietnam (Capital
Youth Online, 2021)
 SALE STRUCTURE
Product Specialization Structure: Sabeco's
product-based sales structure offers a diverse
range of beer, alcoholic, and non-alcoholic drinks,
along with a focus on innovation (SABECO, 2022)
This broad portfolio caters to various tastes,
enhancing revenue streams and reducing reliance
on a single product line. The balance across
categories allows Sabeco to attract and retain
consumers, and also serves as a risk mitigation
strategy, potentially offsetting losses in one
category with gains in another (Zoltners et al.,
2009)
 SALE CHANELS
Wholesales Retailer

SABECO

DISTRIBUTOR End users

Bar,
Restaurant, etc.

Supermarket,
Mart, etc.
MODE OF SELLING
B2B
Channel Focus: B2B, specifically in the distribution of alcoholic beverages.
Market Leader: Sabeco's preeminence in this area.
Clientele: Includes wholesalers, retail chains (supermarkets, hypermarkets), major retail
outlets, bars, and restaurants.
Sales Cycle: Often longer; customized to suit complex needs like bulk purchases, contracts,
legal compliance, and special packaging/branding.
Relationship Building: Crucial in B2B channel.
Sabeco's Approach: Offers volume discounts, and detailed information about product
quality, manufacturing processes, and unique selling propositions (SABECO, 2022)
B2C
Channel Focus: B2C, targeting individual customers for personal consumption, parties, and
celebrations.
Sales Cycle: Relatively shorter compared to B2B.
Availability: Products accessible through supermarkets, local stores, and online platforms.
Marketing Approach: Emphasizes the experience of enjoying Sabeco's beverages and
connects them to Vietnamese culture and lifestyle.
Emotion-Driven Strategies: Utilizes visuals, stories, and local celebrities to create an
emotional connection.
Social Media & Influencers: Leveraged to reach a wider audience (SABECO, 2022).
SALE PROPOSAL
Bia Saigon has introduced Beer Saigon Coffee Infused Beer, blending Vietnam's renowned
coffee beans from the Central Highlands with local beer. Supported by Sabeco's expertise,
this innovative product honors the nation's cultural roots and contemporary tastes. More
than a novel experience for enthusiasts, this fusion represents a thoughtful move to
celebrate local culture and extend the legacy of a top Vietnamese beer brand.
SWOT
 SWOT
Strengths:
Large Market Share: SABECO is the leading beer brand in its industry, holding
nearly 40% of the market share.
Longstanding Brand: With over 145 years of history, SABECO has built deep
trust and a superior reputation as a pioneering brand in Vietnam's beverage
industry.
High-Quality Standards: Continuously improving products, demonstrating
stable pricing, and reducing stock are vital for maintaining its top position.
Modern Technology: Applying the latest technologies, SABECO produces
quality products and practices social responsibility, especially in minimizing
negative impacts on the environment (SABECO, 2022).
 SWOT
Weaknesses:

High Input Material Prices: Relying on foreign suppliers for quality materials

from Europe, Australia, and America results in higher costs, reducing profits

(SABECO, 2022).

Profit Outstripped by Competitors: Despite market leadership, SABECO's profit

after tax lags behind some competitors, like Heineken, whose profit was 40%

higher in 2019 (CafeF, 2021)

 SWOT
Opportunities:
Potential Domestic Market: Vietnam ranks highly in beer consumption in Southeast Asia,
offering vast market potential for SABECO (Thanh Nien Magazine, 2023).
Potential for Export Market: With ASEAN and China as strong export markets and
agreements like the EU-Vietnam Free Trade Agreement (EVFTA), export opportunities are
increasing (European Commission, 2019).
Threats:
SWOT
Alcohol Prevention Laws: Decree No. 100/2019/ND-CP, which fines road users
for drinking alcohol, had an immediate negative effect on Vietnam's beer
industry (General Statistics Office, 2023).
Fierce Competition: The entry strategic's competitors has maintained
SABECO market share, requiring planning to its leading position (CafeBiz,
2016).
High Taxation: With three types of taxes on alcoholic beverages, including a
sharp increase in special consumption tax, maintaining competitive pricing is a
significant challenge for SABECO (Labor Newspaper, 2022).
PEST
 PEST
Political
Taxation: Changes in excise taxes or import tariffs can directly impact Sabeco's
profitability (Labor Newspaper, 2022).
Licensing and Compliance: Adhering to various legal requirements related to
alcohol distribution, and advertising (The Library of Law, 2022).
Trade Agreements: Vietnam's participation in regional and global trade
agreements can influence Sabeco's export opportunities opportunities (European
Commission, 2019).
 PEST
Economic Factors:

Economic Growth: Vietnam's rapid economic growth can lead to increased

disposable income and, consequently, higher demand for Sabeco's products

(Government Online Newspaper, 2022).

Currency Fluctuation: Changes in the value of the Vietnamese Dong can impact

Sabeco's import costs and export competition costs (Thanh Nien Magazine,

2021).

Inflation and Interest Rates: These can affect consumer purchasing power and

Sabeco's borrowing costs costs (Online Portal of The Ministry of Finance, 2023).
 PEST
Social Factor

Health Consciousness: An increasing focus on health and wellness may decrease alcohol
consumption (Ngoc and Rieng, 2018).
Cultural Factors: Vietnam has a rich culture of beer consumption, especially among the
younger population, favoring Sabeco's market position (Thanh Nien Magazine, 2023).
 PEST
Technological Factors:

Innovation in Production: New technologies can help Sabeco improve production

efficiency, reduce costs, and enhance product quality (SABECO, 2022).
Digital Marketing: The use of social media and other digital platforms for marketing can
create new opportunities for Sabeco to reach customers (SABECO, 2022).
The strengths for this new product, as determined by PEST and SWOT
analyses, are multifaceted:
Innovation and Cultural Appeal
Large Market Share and Brand Heritage
Quality Assurance
Alignment with Local Preferences
Export Opportunities
Digital Marketing Opportunities
SELLING PROCESS
The Opening:
Introducing the Beer Saigon Coffee Infused Beer is the initial stage. This
innovative fusion of coffee and beer, which celebrates Vietnam's cultural
heritage, will be highlighted. Both the modern tastes and traditional values
it caters to are emphasized, with visuals or narratives that align the product
with local customs and lifestyles.
Need and Problem Identification:
The seller engages the customer in a conversation to discover their
preferences, tastes, and any dissatisfaction with current beverage options.
By focusing on the lack of variety and monotonous flavors in existing
offerings, the seller presents the Beer Saigon Coffee Infused Beer as a
unique and refreshing solution that fulfills the unmet needs.
Presentation and Demonstration:
In this stage, the uniqueness of Beer Saigon Coffee Infused Beer is
described in detail, emphasizing the quality of local ingredients and the
masterful blending process. The seller may offer a live demonstration
through a tasting session, where the customers can personally experience
the distinct flavor, further enhancing their interest in the product.
Need and Problem Identification:
The seller engages the customer in a conversation to discover their
preferences, tastes, and any dissatisfaction with current beverage options.
By focusing on the lack of variety and monotonous flavors in existing
offerings, the seller presents the Beer Saigon Coffee Infused Beer as a
unique and refreshing solution that fulfills the unmet needs.
Dealing with Objects:
Dealing with objections is a nuanced stage that includes four critical steps.
First, the seller supports and questions the customer to fully understand their
concerns. Next, the seller confirmed understanding by summarizing the issue
to ensure clarity. The third step is to address the concern directly, providing
reassurances about quality, taste, and the cultural alignment of the product.
Finally, the seller checks if there are any remaining objections, demonstrating
the customer is satisfied with the explanations given.
Negotiation:
During the negotiation phase, the seller discusses various pricing options,
bundles, or promotions that may be available, attempting to find the best fit for
the customer's needs. By negotiating terms that are significant to the
customer and aligning with their interests, the seller ensures a win-win
agreement, creating a positive and trusting relationship.
Closing the Sale:
This critical stage involves summarizing the unique selling points and value
proposition of Beer Saigon Coffee Infused Beer. The seller then confidently, yet
politely, asks for the sale directly, making sure the customer is satisfied with
both the terms and the product. This closure sets the stage for an ongoing
customer relationship.
Follow-Up:
After the purchase, the seller reaches out to the customer to express gratitude
and inquire about their experience with the product. By suggestive related
products or upcoming promotions and offering continued support, the seller
fosters a long-term relationship, demonstrates that the customer feels valued
and cared for even after the sale.
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