SALES MANAGEMENT

Lecturer: Le Hong Dac

Class: MGT1107E
BẾN THÀNH FORD
 I.Introduction
• Bến Thành Ford is
established in 2010
• Bến Thành Ford is the
twelveth authorized
dealer of ford
• The most modern
3s(Showroom,Services,Sp
ace part) dealer in the
entire system.
• Brand,Retail and Quality
Care of Ford standard
1.Branch:
Currently Bến Thành ford has 2
branches
Both in Tân Phú District,Ho Chi Minh City
Bến Thành Ford Assured
Used car center
39 Chế Lan Viên,Tân Phú District,HCMC
 Bến Thành Ford
831 Trường Chinh,Tân Phú District,HCMC
Reason for company
to survive

Aiming to provide customers with the best

quality service.When they’re Coming to
BEN THANH FORD, customers also feel the
difference through the kindness and
dedication of the service staff here.
 2.Strategic Objectives
1. Vision
Being a company has a nationwide
network based on innovation, efficiency,
and respect, sustainably creates value
to promote progress in society.
3. Goals
Our values foster a positive working
environment by promoting collaboration and
teamwork to achieve our business goals.
We believe the creativity, entrepreneurial spirit
and commitment of our employees will
achieve positive results in a sustainable and
efficient manner.
2. Mission
A forward-looking vision. Being a
nationwide network company
based on innovation, efficiency,
and respect, sustainably creates
value to promote progress in
society.
4. Philosophy
This represents an excellent way in
which talent is applied at Ford.
Furthermore, our work philosophy is
based on Ford’s values, which are
present in our brand and how we present
it to society
• The automotive industry is a wide range of
companies and organizations involved in the
design, development, manufacturing, marketing
and selling motor vehicles.  

• According to president of Thailand Automobile

Institute,Viet nam automobile industry will
enjoy the fastest growth in Southeast Asia in
the next 20 years because of rising demand and
help from government (Tuoi Tre News). 3. Industry Analysis
• After many years of slow growth the last couple
of years, Vietnam has seen a significant boom
in car sales. The growth of automobile industry
in Vietnam was highly appreciated in the past 3
years because whilethe other country has
difficult time, Vietnam enjoy great growth 55%
from 158.487 vehicle sales in 2017 to 245.408
units in 2018(Sundjojo 2018)
 SWOT ANALYSIS

Strengt Weaknes Oppotunity Threat

• h
Being the first s •
• Show room have Tax reduction • Hard to
agent of Ford cars. policy of the imported cars
Vietnam. • The website of government. • Competitors
• Sales staff the company • The policy of increasingly
dynamic promoting the extending crowded
professional. company has consumer
• High quality little information lending of
products. banks.
• The demand for
cars is growing
rapidly.
PESTLE ANALYSIS

P E S T L E
Social Technology Legal Environment
Political Economical
Vietnamese use With advanced From labor laws, The company is
Vietnam is one The GDP of Viet
social media technologies.of employee committed to
of the countries Nam is increasing
almost 100% vehicles,able to salaries,and adding electrical
considered through years
Ford has social drive you from one safety inspections lines and
safe and stable This is an
media pages on place to another for their vehicles. delivering more
in the world. opportunity to
all the major without a human Ford is especially vehicles to be
show an increase
platforms. behind the wheel conjoined to energy efficient
In addition, in demand for
Facebook,Twitter Balance adding quality and safety
Vietnam is an cars
,Instagram,… technology while regulations. If A smart move,
opportunity and
also ensuring it their vehicles fail considering how
potential
isn’t redundant by the tests,they will big the
market for the
the time it reaches repair immediately environmentally
automotive
industry the public. friendly community
is growing.
II.
Competition
and market
share
 Direct Competitors

SÀI GÒN FORD

…..
 Other
Competitors
Mazda phũ mỹ Hưng, Hyundai
Sài Gòn, Toyota Bến Thành
Suzuki Đại Lợi,…..
 Positioning
High Quality

BẾN THÀNH FORD

High Price
Competitive Framework
Future Goal Current Strategy
-Increase brand -Communication
awareness of customers strategy: How can
-Becoming the first Huyndai reach out to
(top-of-mind) brand of target customers?
consumers. -Huyndai will use mobile
phones as an effective
communication channel.

Capabilities Assumption
-Strong foothold in Many competitors
domestic car market.
-Leading in long-term
brand in Vietnam
-More varieties in product
line.
Vietnamese car market share 2018

Source:VAMA
Ford car market share 2018

6.00%

94.00%

Bến Thành Ford Đại lý khác tại Việt Nam

III.
Market
segmentation
Consumer Analysis
Target market:
Focusing on Ho Chi Minh City,and the
other provinces near by
Because it is a large city with high income
people and high demand
User positioning

• Ford is aimed at middle-aged

customers and it is primarily
made for knowledge class
• Customer want a comfortable
car with advanced technology
Target group of car
Demographic
• Male / Female: Both Male and Female
• Age: 30 - 50
• Income: From 40 - 50 million/month
• Job:All occupations
• Knowledge class
Psychographic:
• Modern,busy,more stress
• Polite
Demand:
Bring society the highest-quaility that are also
environmentally friendly. Going beyond car
supply to offer a more comprehensive service
Target group of SUV
Demographic
• Male / Female: Both Male and Female
• Age: 30 - 50
• Income: From 40 - 50 million/month
• Job:All occupations
• Business class
Psychographic:
• Modern, busy, more stress and strain
Demand:
Bring society the highest-quaility that are also
environmentally friendly. Going beyond car
supply to offer a more comprehensive service
Target group of commercial
vehicals
Demographic
• Male / Female: Both Male and Female
• Age: 30 - 50
• Income: From 40 - 50 million/month
• Job:All occupations
• Business class
Psychographic:
• Strong personality
• Adventure
Demand:
Bring society the highest-quaility that are also
environmentally friendly. Going beyond car
supply to offer a more comprehensive service
IV.
Marketing
Mix
 Products
“Smart vehicles for a smart world”
The difference of the
product

“Ford cars offer what customers want most: fuel

economy, technology, safety and outstanding
performance. You'll also discover Ford cars have
innovative design, including dramatic interiors
and stunning exteriors”
Car

Focus
Sports Utility Vehicles(SUV)

Car
Focus
Commercial Vehicles

Car
Focus
 Price
Car Cost (VNĐ) Price (VNĐ)
Ford 1.187.000.000 1.198.000.000

Ford focus 725.000.000 770.000.000

Ford explorer 2.146.000.000 2.380.000.000

Ford ecosport 603.000.000 648.000.000

Ford ranger 732.000.000 837.000.000

Ford transit 842.000.000 873.000.000

Ford Everest 970.000.000 1.000.000.000

Place
• Conveniently
located for
transportation
.
• Large space.
• Beautiful
view .
 Events,gameshows,…..
“To make the Promotion reach
Promotion customers we use google
ads,youtube,website,…”
Accessories Sales
Autoshow
TEST DRIVE
CUSTOMER GRATITUDE
 ACTION PLAN
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Auto Show

Test Drive

Assessories
Boom
Advertising

Customer
gratitude
 BUDGET
Auto Show 7.600.000.000

Test Drive 9.800.000.000

Assessories Boom 1.562.000.000

Advertising 20.400.000.000

Customer Gratitude 6.900.000.000

Total 46.262.000.000 VND

 YEAR 1 PROJECTION
VN population 97.000.000 MARKETING PLAN – FORD SALES
People 30-55 55% 53.350.000
Living in big cities 35% 18.672.500 High
income 21% 3.921.225 3 YEAR MARKET PROJECTION
People penetration 40% 1.568.490

2020 2021 2022

2.FORD MARKET SIZE
Frequency/year 1/3,5 Market size 404.800 445.280 498.714
Market size:404.800 car Market growth 10% 12%

3 YEAR BUSINESS AMBITION

3.FORD MARKETING SHARE & SALES
Year 1 Year 2 Year 3
Market share: 0.534% car market
Potential sales
Market share 0.534% 0.540% 0.6%
Sell out in unit: 2000 cars
Sell out 2000 2404 2992
Growth 16% 19%
V/ FORECAST RESULTS
OF BUSINESS

1/ Market capacity
Vietnamese automobile industry in general is
large and high growth rate and gradually meet
the needs of the Vietnamese market. The level of
automobile consumption has increased steadily
over the years.

2/ Sales capacity of the company

Bến Thành Ford holds 6% market share in Ford
Vietnam.
- 0,534% market share in car Vietnam.
 1.Plan the division of each
salesman
Total salesman in Bến Thành Ford:60 person/Year

Distributor Area 1
Trường Chinh:35 Person
Distributor Area 2
Chế lan viên:25 Person
Target 3 car/person/Month
 SALE OUT 1ST YEAR
SALES PLAN 1ST YEAR 2000 car

Name Quantity Total Jan Feb Mar Apr May Jun Junl Aug Sep Oct Nov Dec
Ranger 40% 800 60 52 69 68 68 68 68 65 68 68 72 74
Raptor 11% 220 15 12 21 18 18 18 18 16 18 18 23 25
Explorer 10% 200 14 11 20 16 16 16 16 14 16 16 21 24
Eco
10% 200 14 11 20 16 16 16 16 14 16 16 21 24
sport
Everest 10% 200 14 11 20 16 16 16 16 14 16 16 21 24
Transit 10% 200 14 11 20 16 16 16 16 14 16 16 21 24
Focus 9% 180 11 10 17 15 15 15 15 13 15 15 19 20
2000
TARGET OF THE YEAR ( 3 YEAR)

Occupy 10% New customers. Market expansion

market share Retain old customers Retain old customers
of ford

YEAR 1 YEAR 2 YEAR 3

 Set overall sales targets

Products

Ranger 40% Rap tor 11% Exploter 10% Focus 9%

SALE OUT 1 st
800 car 220 car 200 car 180 car
YEAR
(2000 car ) Eco sport
Everest 10% Transit 10%
10%
200 car 200 car
200 car

Distributor Area
Trường Chinh 1760 cars Chế Lan Viên 240 cars
 3 YEAR SALES TARGET PROJECTIVE

YEAR 1 YEAR 2 YEAR 3

PRODUCTS:
Ranger 800 928 1104
Raptor 220 255 303
Explorer 200 232 276 Distributor Area 1 Area 2
Eco sport 200 232 276
Everest 200 232 276 Products:
Transit 200 232 276 YEAR 1 1760 240
Focus 180 208 247 YEAR 2 2041 363
Total 2000 2404 2992 YEAR 3 2429 563
*Unit:Car Total 6230 1166
 Name Quantity Jan Feb Mar Apr May Jun Junl Aug Sep Oct Nov Dec
Ranger 40% 800 60 52 69 68 68 68 68 65 68 68 72 74
Raptor 11% 220 15 12 21 18 18 18 16 18 18 18 23 25
Explorer 10% 200 14 11 20 16 16 16 14 16 16 16 21 24
Ecosport 10% 200 14 11 15 16 16 16 14 16 16 16 21 24
Everest 10% 200 14 11 15 16 16 16 14 16 16 16 21 24
Transit 10% 200 14 11 15 16 16 16 14 16 16 16 21 24
Focus 9% 180 11 10 14 15 15 15 13 15 15 15 19 20
Total 2000
 revenue price

ranger( 837,0 8370000 669,600,0 50,220,00 43,524,00 57,753,00 56,916,00 56,916,00 56,916,00 56,916,00 54,405,00 56,916,00 56,916,00 60,264,00 61,938,00
00,000) 00 00,000 0,000 0,000 0,000 0,000 0,000 0,000 0,000 0,000 0,000 0,000 0,000 0,000

ranger
raptor(1,198, 1,198,00 263,560,0 17,970,00 14,376,00 25,158,00 21,564,00 21,564,00 21,564,00 21,564,00 19,168,00 21,564,00 21,564,00 27,554,00 29,950,00
000,000) 0,000 00,000 0,000 0,000 0,000 0,000 0,000 0,000 0,000 0,000 0,000 0,000 0,000 0,000

exploter(2,38 2,380,00 476,000,0 33,320,00 26,180,00 47,600,00 38,080,00 38,080,00 38,080,00 38,080,00 33,320,00 38,080,00 38,080,00 49,980,00 57,120,00
0,000,000) 0,000 00,000 0,000 0,000 0,000 0,000 0,000 0,000 0,000 0,000 0,000 0,000 0,000 0,000

eco
sport( 648,00 648,000, 129,600,0 9,072,000 7,128,000 12,960,00 10,368,00 10,368,00 10,368,00 10,368,00 9,072,000 10,368,00 10,368,00 13,608,00 15,552,00
0,000) 000 00,000 ,000 ,000 0,000 0,000 0,000 0,000 0,000 ,000 0,000 0,000 0,000 0,000

everest(970,0 970,000, 194,000,0 13,580,00 10,670,00 19,400,00 15,520,00 15,520,00 15,520,00 15,520,00 13,580,00 15,520,00 15,520,00 20,370,00 23,280,00
00,000) 000 00,000 0,000 0,000 0,000 0,000 0,000 0,000 0,000 0,000 0,000 0,000 0,000 0,000

transit(873,0 873,000, 174,600,0 12,222,00 9,603,000 17,460,00 13,968,00 13,968,00 13,968,00 13,968,00 12,222,00 13,968,00 13,968,00 18,333,00 20,952,00
00,000) 000 00,000 0,000 ,000 0,000 0,000 0,000 0,000 0,000 0,000 0,000 0,000 0,000 0,000

focus( 770,00 770,000, 138,600,0 8,470,000 7,700,000 13,090,00 11,550,00 11,550,00 11,550,00 11,550,00 10,010,00 11,550,00 11,550,00 14,630,00 15,400,00
0,000) 000 00,000 ,000 ,000 0,000 0,000 0,000 0,000 0,000 0,000 0,000 0,000 0,000 0,000

2,045,960
,000,000
2 / Building
sales force
In order to meet the
target requirements,
we must have
enough staff
2.1 Selection of sales
force
- Standard of salesperson:
• Good looks, good communication
• Experienced 1-2 years
• Foreign language ability (English / Chinese /
Korean, etc.)

- Recruitment process:
• Pre-selection interview
• Quiz
• Practical exercises
• Lecture and interviews
2.2 / Training sales
staff
- For new employees:
• Initial Training: Focus on
introducing companies, products,
customers, competitors. The purpose is
to give employees an overview of the
job, the company and the market.
• In-depth training: This
training program is targeted to the
individual who is the skill and art of
sales
2.3/ Salesman's remuneration
a / About material
• Basic salary: 4,200,000/month
• Commission from FORD VIETNAM:
2,000,000 vnd/unit
• Commission from agent: 3,000,000
vnd/unit
• Commission from Bank services:
3,000,000 vnd /unit
• Commission from accessories:10%/unit
2.4/ Salesman's remuneration
b / About the spirit
• Regular Event for Employees "Talent
Salesman“: This program takes place
quarterly, honoring the best individuals in
each quarter for revenue and sales
• Individuals receiving three consecutive
quarters are promoted
 ACTION LINE
Activities Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Recruiting new
employees

Training

Hornor
Employees
Seeking new
customer

Customer care

Assess
 BUDGET
Avtivities

Recruiting new employees 28.735.000

Training 360.000.000

Hornor Employees 120.000.000

Seeking new customer 6.543.000.000

Customer care 4.521.000.000

Assess 12.000.000

Total 11,584,735,000