SALES

MANAGEMENT

Lecturer: LE HONG DAC

 GROUP MEMBERS

DOI LE KHANH LA NHU QUYNH

NGUYEN HUY HOANG

NGUYEN DO THIEN DI NGO THI MY UYEN

VU HA TIEU MY
Nguyễn Đỗ Thiên Di - 195040993

01. INTRODUCTION

Ben Thanh FORD

• Ben Thanh Ford is established in 2010
• Ben Thanh Ford is the twelveth authorized dealer of ford
• The most modern 3s (Showroom, Services, Space part)
dealer in the entire system.
• Brand, Retail and Quality Care of Ford standard
Nguyễn Đỗ Thiên Di - 195040993

02. BRANCHES
Currently Ben Thanh FORD has
2 branches
Ben Thanh Ben Thanh
FORD FORD Used car
831 Truong 39 Che Lan
Chinh, Tan Vien, Tan Phu
Phu District, District, HCMC
HCMC
Nguyễn Đỗ Thiên Di - 195040993

VISION

• Its pioneering aspiration as

well as a sustainable
investment - a development
strategy, Genuine Ford is
striving to become one of the
leading businesses distributing
and repairing genuine Ford
cars in Vietnam.
Nguyễn Đỗ Thiên Di - 195040993

MISSION
 Committed to providing
genuine automotive products.
Perfect warranty and repair
service with a team of skilled,
dedicated and professional
staff who are always ready to
serve customers with a single
principle: CUSTOMER
SATISFACTION IS THE
SURVIVAL VALUE OF THE
BUSINESS .
Nguyễn Đỗ Thiên Di - 195040993

03. Market Analysis

Nguyễn Đỗ Thiên Di - 195040993

1. MARKET DEMAND

- It is expected that by 2025,

Vietnam's GDP per capita will reach
about 4,688 USD, bringing Vietnam
to join the group of high middle
income countries.
- Stable environment => Makes the
demand of the car market increase.
Nguyễn Đỗ Thiên Di - 195040993

- Vietnam's reasonable
consumption growth rate is
about 10.5% per year.
- When GDP per person
increased by 1%, car
consumption per person
increased by about 1.5%.
Nguyễn Đỗ Thiên Di - 195040993

2. MARKET SIZE

- Vietnam's automobile market is

growing rapidly in terms of
consumption, the automobile
manufacturing sector is attracting
more investment capital.
- 6 strong brands account for 90%
market share: Thaco, Hyundai,
Toyota, Mitsubishi, Ford, Honda
- By 11/2020 Ford's sales were over
200 thousand cars.
 Nguyễn Đỗ Thiên Di - 195040993

3. MARKET TREND

- Most car buyers are

concentrated in the married,
middle class. they often prefer
vehicles that are convenient,
easy to use, with a stable price
and good quality.
- It is forecast that by 2030, more
than half of Vietnam's
population will join the global
middle class
Nguyễn Đỗ Thiên Di - 195040993

4. MARKET GROWTH
• The Vietnamese auto market continued to have an
impressively high growth rate. Sales of the whole market
reached 47,865 vehicles, an increase of 31.6% compared
to November 2020 and an increase of 45% compared to
December 2019. Although in the last 3 months of the year,
car consumption increased, for the whole year 2020,
growth still decreased by 8% compared with the last year.
• In December, the last month the preferential policy of
50% reduction in registration fees took effect, the output
of domestically assembled cars reached 29,382 vehicles
(up 25% from the previous month); CBU imported cars
were 18,483 units, (up to 44% compared to the previous
month).
Nguyễn Đỗ Thiên Di - 195040993

MARKET GROWTH

Domestic car manufacturing will

particularly expand at a rate of 18.5
percent per year on average from
2018 to 2025, then at a rate of
roughly 13.8 percent per year from
2025 to 2035 in a sort of major way.
By 2025, vehicle manufacturing for
the most part is expected to reach
531,585 cars, with 1,767 million
vehicles produced by 2035, which
kind of is fairly significant..
Nguyễn Đỗ Thiên Di - 195040993

5. MARKET SHARE
 Doi Le Khanh - 195040022

04. CUSTOMER TARGET

 Doi Le Khanh - 195040022

CUSTOMER
Mid-range segment

DEMOGRAPHIC:
Ages: From 30-60
Gender: All Gender
Income: Above 40 million/month
Job: All Occupation

PSYCHOGRAPHIC:
Lifestyle: Modern, Fashion, Luxury
Personality: Exciting, Dynamic person, love
romance

GEOGRAPHIC:
Regional: Central districts in HCM city

BEHAVIORAL:
Loyalty: Moderate, Wavering
Attitude: Care of the products
Customer want a comfortable car with
advanced technologies
 Doi Le Khanh - 195040022

Everest Ranger Transit Ecosport Explorer

Geographic - Region: Viet Nam - Region: Viet Nam - Region: Viet Nam - Region: Viet Nam - Region: Viet Nam
- Density: Urban - Density: Urban - Density: Urban - Density: Urban - Density: Urban

Psychographic Social Class Social Class Social Class Social Class Social Class
Middle Class Middle Class Middle Class Middle Class Middle Class
Upper Class Upper Class Upper Class Upper Class Upper Class

Personality - Modern - Modern - Dynamic - Modern, Fashion- - Modern

- Dynamic person - Dynamic, strong Exciting, dynamic - Dynamic, strong
person person person

Demongraphic - Focus on male - Customer from 30 - Service vehicle, - All gender from - All gender from
customer aged 30 - - 60 years old target customer 30-60 years old 30-60 years old
60 years old - People who often group in the - Income above - Small family
- Small family with travel or carry transport sector, 40million/ month - Going to work
1-2 children goods travel agencies - Going to work everyday
- Mid - range - Short-term travel everyday- Small
income family
Demand People who want Drive assistant Car’s solid body Have a style sporty, The hire wall tires
buy a car with technologies such as structure is stylish and modern and moderate
spacious interior, cruise control, land designed according damping amplitude
low noisy level control, tire to European
pressure warning Standard
05. P.E.S.T.E.L Analysis
 P E S

Political Economics Social

• A rather special thing about the signed • The automobile industry has • In 2021, the population of Vietnam
agreements is that 2 industries such as always been a key industry is expected to increase by 830,246
Automotive and Steel are always contributing greatly to the people and reach 98,564,407 people
treated very special and are usually not GDP of major countries in the by early 2022.
in the list of exempted tax lines, except world with 3.25% of the US • The population density of Vietnam
for ATIGA, and possibly the upcoming GDP, 5% of China's GDP, 4% is 317 persons per square kilometer
EV-FTA. of Germany's GDP, and 12% as of July 4, 2021. Population
• When the import tax was reduced but of Thailand's GDP. In density is calculated by dividing the
domestic enterprises were not able to Vietnam, the automobile population of Vietnam by the total
compete with businesses in other industry also accounts for 3% land area of the country.
countries in the region, the government of the country's GDP.
issued Decree 116 to limit imports by
technical measures.
• Free trade agreement between Vietnam
and the European Union (EVFTA), cars
imported from Europe are taxed at
70%, Vietnam cuts import tax on cars
from the EU by about 7% on average.
and after 10 years the tax will be 0%,
many people think that domestic
consumers can buy European cars at a
lower cost. Doi Le Khanh - 195040022
 T E
Technological
• In 2020, Vietnam continuously receives
many new car models, from mid-range
to high-end. Along with that,
distributors all put in new cars with
high-tech equipment, partly meeting
customer needs.
• New B-size models launched in the past
year such as Hyundai Accent, Honda
City, Mitsubishi Attrage are available
with Bi-LED or LED lens headlights,
electric folding mirrors with integrated
LED turn signals.
• Currently, on the market, there are
many models of cars from big
companies that apply fuel-saving
technology and run by electric motors.
Environmental
• Climate change and
environmental protection are
now a global issue that needs
everyone's attention and action
to limit them. negative impacts,
gradually improving the
damage to the environment,
especially when the period of
popular use of cars in Vietnam
is getting closer and closer,
especially in big cities.
• The Government as well as the
Ministry of Industry and Trade
always support the production
and introduction of
environmentally friendly car
models in Vietnam.
L
Legal
• a) Enterprises must have lawful
rights to use workshops, assembly
technology lines, welding lines,
paint lines, product quality
inspection lines, and automobile
test lines that meet the minimum
requirements. at least in Appendix,
I issued together with this Decree;
• b) Having an automobile warranty
and maintenance facility owned by
the enterprise, or signed by the
enterprise, or under the
enterprise's authorized dealer
network that meets the provisions
of this Decree.
 Article 14. General regulations
on automobile import business
 Article 15. Conditions for
automobile import business
Doi Le Khanh - 195040022
Doi Le Khanh - 195040022

05. CANVAS Model

Doi Le Khanh - 195040022

KEY PARTNER
Shareholders: Savio, Phan Thanh sware, Saigon
Ford,…
Supplier:
- Ford Vietnam (vehicle, maintenance service)
- Minh Giang Manufacturing & Trading
Company Limited
- A Au Auto Parts Trading Service Co., Ltd
- Castrol lubricants company
- ACHISON Automobile Paint Joint Stock
Company
- Bao Viet Ho Chi Minh City, Liberty Insurance,
PJICO Ben Thanh Insurance, Ben Thanh Post
Insurance, PVI Insurance Ho Chi Minh City
- Vietinbank, HSBC Bank, CIMB Bank, VIB,
UOB, Shinhan
Doi Le Khanh - 195040022

KEY REVENUE
RESOURCES STREAMS
-Automotive Repair
Technician -Sales of cars
-Sales Officer -Selling car accessories
-Factory Manager -Sell insurance
KEY -Factory VALUE -Maintenance service
ACTIVITIES -Showroom PROPOSITIONS
-Buying and selling old -Modern machine -Powerful engine
and new Ford cars -Enduring
-Selling car accessories -Good price
-Car repair & maintenance -Advanced technology
-Sale & Marketing -Comfortable interior
-Organized autoshow -Meet all travel needs
 
Doi Le Khanh - 195040022
CUSTOMER COST
RELATIONSHIP STRUCTURE
 Giving jewelry on the Raw material, labor and
occasion of 8/3 to production costs
female customers Selling and administrative
 Warranty during use expenses
 Organize events to Research and development
attract potential costs
customers Interest expense tax
 Ford always supports Cost of production
and advises customers restructuring
to use the service Business maintenance
costs
Salary and bonuses for
employees
CUSTOMER
SEGMENT
 Gender: Both Male and
Female
 Age: 30 - 60 years old
 Income: From 30 - 40
million / month
 Job: All occupations
 Companies, businesses,
individuals and
households with high
income.
Doi Le Khanh - 195040022
CHANNEL
1. MARKETING CHANNEL

TV Commercial Website Internet Newspaper

Doi Le Khanh - 195040022

2. DISTRIBUTION CHANNEL

Official Distributor Website

Doi Le Khanh - 195040022

3. SERVICE CHANNEL

Car care Mechanic garage

Doi Le Khanh - 195040022

Car Paint Workshop Gear and parts support

Rescue 24/24
Car Insurance
NGÔ THỊ MỸ UYÊN O - Opportunity T - Threat
195041273 O1: Tax reduction policy of the government T1: Competition from imported cars
O2: Policies to expand consumer lending of T2: Competitors increasingly crowded

SWOT banks
O3: The demand for automobiles is increasing
rapidly

S - Strengths S-O S-T

S1: Focusing on exploiting in Ranger and 1/ S1,2,3,4 + O1,2,3: 1/ S1,2,3,4 + T1,2:
Everest models such as quality, modern Promote products consumer Forming vertical links between
design.
2/ S1,2,3 + O1: distribution agents
S2: Sales staff dynamic professional
S3: High-quality product Brand building, promotion of 2/ S4,2,3 + T2:
S4: Strong financial resources marketing strategies Diversify distribution channels, fully
exploit traditional distribution channels

W - Weaknesses W-O W-T

W1: Distribution channels are limited
W2: There is no marketing department
W3: The company website that promotes the
company has little information and is
monotonous
W4: Post-sales service stitching weak
1/ W1,2,3 + O1,2,3: 1/ W1,2,3,4 + T1,2:
Promote online promotion, redesign the Strengthen customer care activities and
website system advertising maintains market share
2/ W4 + O3:
Enhance after-sales customer care
NGÔ THỊ MỸ UYÊN
195041273

06. POSITIONING
NGÔ THỊ MỸ UYÊN
195041273 High Quality

High Price
NGÔ THỊ MỸ UYÊN
195041273 High Quality

High Price
NGÔ THỊ MỸ UYÊN
195041273 High Quality

High Price
NGÔ THỊ MỸ UYÊN
195041273 High Quality

High Price
NGÔ THỊ MỸ UYÊN
195041273 High Quality

High Price
07. COMPETITOR
NGÔ THỊ MỸ UYÊN
195041273
Advantage Disadvantage
-When crossing a rough road -> go - Large body -> difficulty when crossing
smoothly narrow roads
- Foot pedal - brake pedal -> light, does not - Not equipped with camera
Toyota (Hilux)
cause fatigue -> difficulty in reversing
- Large trunk -Expensive
- There is support for safe slope departure

- Good price - When the speed range is low -> slightly

- Energy saving noisy
- Strong, dynamic
Ford (Ranger)
- Sound insulation from the road and around
the road seems to be absent
- High quality sound system
- The seats are spacious
NGÔ THỊ MỸ UYÊN
195041273
Advantage Disadvantage
- Designs suitable for all genders - Basic interior (not too luxurious) -> but the
- High durability: engine, gearbox, price is quite high
transmission system,.. - Running at high speed -> without feeling
Toyota (Vios) - Easy to repair because this is a bestseller - sturdy, sturdy (less stable, bulky)
> easy to find spare parts

- The direction of the vehicle still has to be

- High chassis
folded by hand
- Small size -> easy to rotate, sneak in the
- Engine roar into the cabin when driving a lot
Ford (Ecosport) crowded street of high speed

Gentle steering wheel, easy to control

- Smooth suspension
NGÔ THỊ MỸ UYÊN
195041273
Advantage
- Interior design many modern equipment.
-Electric folding rearview mirror
Toyota (Fortuner) - Start with buttons and smart key
3-spoke leather steering wheel, many
features
-Strong engine, good acceleration
-Good sound insulation
-Gentle steering wheel
Ford (Everest) -Large rear view mirror for good viewing
angle
-Solid chassis system
Disadvantage
- Contains equipped with automatic rain
sensor feature.
-The engine accelerates slowly.
- The operating speed is still poor compared to
the competition
-High cost of repair and supplement.
-Not equipped with the 'Electronic hand brake'
feature
-No paddle shifters on the steering wheel
NGÔ THỊ MỸ UYÊN
195041273
Advantage Disadvantage

- Flexible operating power - Higher price than other models in the same
- Energy saving segment -> less competition
Hyundai (Solati)

- The engine meets Euro 4 standards - The luggage compartment is narrow

- Able to maintain high speeds even when
Ford (Transit) operating at low speeds
-Energy saving
- Maintenance costs
NGÔ THỊ MỸ UYÊN
195041273
Advantage Disadvantage

- Spacious interior - The interior lacks of modernity -

Land Cruiser Durable operation, sturdy chassis sophistication
- Save fuel, maintenance costs - Large capacity engine - small capacity
(Prado) - Lack of safety equipment
- High selling price

- The interior lacks of modernity - - Equipped with optional price tag

sophistication - Off-road mode is not appreciated
Ford (Explorer) - Large capacity engine - small capacity
- Lack of safety equipment
- High selling price
Nguyen Huy Hoang - 195040218

08. Marketing Mix

4Ps
Nguyen Huy Hoang - 195040218

Product strategy

• Ford cars are developed and constructed to the highest

standards of quality.
• Dedicated to the manufacture of cars that are both fuel efficient
and give consumers a pleasurable driving experience.
• The most modern technology to assist drivers in avoiding
accidents or protecting themselves in the case of an accident.
• Design, advanced technologies for in-vehicle entertainment,
and improving customer service all are priorities.
Nguyen Huy Hoang - 195040218

Product strategy

"King of pickups"

Success for business

Street expert
Nguyen Huy Hoang - 195040218

Powerful SUVs

Comfort on every journey

Spacious - Comfortable - Classy

Nguyen Huy Hoang - 195040218

Price strategy

Promotional price
strategy
These promotional incentives may
include: discounts, offers to buy
genuine accessories, ... to promote
new or existing cars.
Nguyen Huy Hoang - 195040218

Price strategy

CAR PRICE (VNĐ)

Ford Ranger 616.000.000

Ford Transit 798.000.000

Ford Ecosport 603.000.000

Ford Everest 1.112.000.000

Ford Explorer 1.999.0000.000

Ford Tuorneo 999.000.000

Nguyen Huy Hoang - 195040218

Place strategy
Ample retail space.
The shop provides a range of
services.
Convenient traffic location.
Nguyen Huy Hoang - 195040218

831 Trường Chinh, Tây Thạnh Ward, 39 Chế Lan Viên, Tây Thạnh Ward,
Tân Phú District Tân Phú District
Nguyen Huy Hoang - 195040218

Promotion strategy

Advertising

PR

Sale Promotion

Direct Marketing

Personal Selling
Nguyen Huy Hoang - 195040218

Promotion strategy

Social media ads PR with Social Activities

Nguyen Huy Hoang - 195040218

Promotion strategy

Promotion Test Drive

Nguyen Huy Hoang - 195040218

Action plan
Nguyen Huy Hoang - 195040218

PR Acticle
Nguyen Huy Hoang - 195040218

OOH - Out Of Home

Nguyen Huy Hoang - 195040218

KOLS
Nguyen Huy Hoang - 195040218

Event + promotion
Nguyen Huy Hoang - 195040218

Budget
 195040630 – La Nhu Quynh

BUILDING
SALES
FORCE
● BEN THANH FORD
 Model name Sales Average Price Turnovers Percent of sales

Ford Ranger 902 0.74 667,48 62.2

Ford Transit 118 0.82 96.76 8.2

Ford Ecosport 152 0.65 98.8 10.6

Ford Evervest 215 1.23 264.45 14.9

Ford Explorer 58 2 116 4

Ford Turneo 5 1 5 0.4

Total 1,450   1,248.5 100%

195040630 – La Nhu Quynh

195040630 – La Nhu Quynh
195040630 – La Nhu Quynh Qs: car units
Sales: Billion VND.

Month 1 2 3 4 5 6
Source
Sale
Qs Sales Qs Sales Qs Sales Qs Sales Qs Sales Qs
s
40,
Ford Ranger 92 68,1 92 68,1 83 61,4 67 49,6 66 48,8 55
7
Ford Transit 16 13,1 16 13,1 12 9,9 8 6,6 7 5,7 7 5,7
Ford
22 14,3 22 14,3 22 14,3 10 6,5 8 5,2 5 3,3
Ecosport
Ford 12,
27 33,2 27 33,2 20 24,6 9 11,1 12 14,8 10
Evervest 3
Ford
10 20 10 20 15 30 13 26 10 20
Explorer
Ford Turneo 1 1 1 1 1 1 1 1 1 1
195040630 – La Nhu Quynh
Qs: car units
Sales: Billion VND.

Month 7 8 9 10 11 12
Source
Sale Sale Sale Sale Sale Sale
Qs Qs Qs Qs Qs Qs
s s s s s s
40, 44, 54, 58, 66, 66,
Ford Ranger 55 60 73 79 90 90
7 4 0 5 6 6
Ford Transit 7 5,7 7 5,7 8 5,5 10 17 10 8,2 10 8,2
3,2 10,
Ford Ecosport 5 8 5,2 9 5,9 12 7,8 12 8,5 16
3 4
12, 12, 18, 25, 33, 33,
Ford Evervest 10 10 15 21 27 27
3 3 5 8 2 3
Ford Explorer

Ford Turneo
195040630 – La Nhu Quynh Qs: car units
Sales: Billion VND.

Month 1 2 3 4 5 6 7 8 9 10 11 12
Source

Qs
168 168 153 108 104 77 77 85 105 122 140 143

149, 149, 141, 100, 109, 116, 118,

Sales 95,6 62 62 67,6 84,9
7 7 2 8 1 5 4
195040630 – La Nhu Quynh
Percent of sales

0,4%

4%

14,9% Ford Ranger

Ford Transit
Ford Ecosport
Ford Everest
Ford Explorer
10,6%
Ford Turneo

62,3%
8,2%
195040630 – La Nhu Quynh

Growth rate= (11,6%+11,6%+10,6%+7,4%+7,2%+5,3%+5,3%+5,9%+7,2%+8,4%+9,7+9,8%)/12

= 8,33%
195040630 – La Nhu Quynh

SALES
195040630 – La Nhu Quynh

SELECTION
OF
Good SALES
communication
Good looks FORCE
Good attitude

Forei
g
n lan
g
abilit uage
Can w y
ork u
press nder
Work ure
ing h
ard
Vũ Hạ Tiểu My-195041249
Vũ Hạ Tiểu My-195041249

Adjust for Other Workload Factors

15 percent to call upon new accounts and devoting 10 percent
for customer service duties = 25 percent

45.31 Salespersons needed to service existing

.75 = 60.41 accounts, call on new accounts, and
provice customer service.
 Vũ Hạ Tiểu My-195041249

RECRUITMENT PROCESS

01 02 03

Write Job Pre-selection

Quiz
Description Interview

04 05

Practical Lecture
Exercise and Interview
Vũ Hạ Tiểu My-195041249

TRAINING

Initial In-depth
Understand the
Product training, product they are Quarterly there are
sales skills, selling, control training programs
negotiation skills, the process and on accessories and
sales process, etc. complete the insurance
lasting for about 2-3 company- products.
weeks. defined car sales.
 Vũ Hạ Tiểu My-195041249

SALARY
STRUCTURE Salary structure table (VND)
Basic salary 5.000.000
Accessories 5.000.000
Insurrance 1.000.000
Bank 5.000.000
Registration service 2.000.000
Total 18.000.000
Vũ Hạ Tiểu My-195041249

ACTION PLAN
Vũ Hạ Tiểu My-195041249

SALE BUGET
Labor and staff costs 23
Depreciation and amortization
3
expenses
Rental cost 7
Cost of sales commission 2
Advertising and event expenses 2
Other selling expenses 3
Total 40
 Vũ Hạ Tiểu My-195041249

NETWORK EXPANSION PLAN

Invests 82 million USD

• Create a new body shop and paint shop.
• Adjustment of the assembly workshop.
• Rearrange logistics and supplies area.
• Procurement of new equipment and machinery.
• Equipped with a series of robots and modern technology.
 Vũ Hạ Tiểu My-195041249

NETWORK EXPANSION
PLAN

BENTRE PROVINCE
 POTENTIAL CUSTOMER        
HCM population   9.131.601        
Living in urban 80,6% 7.360.070   Sale forecast
     
Age 30-55 55% 4.048.039        
Class AB & Above 28% 1.133.451        
Car penetration 75% 850.088 3 YEAR MARKET PROJECTION
POTENTIAL MARKET SIZE   YEAR 1 YEAR 2 YEAR 3
Frequency/year 0,1 Market size 85.009 94.785 106.064
Market size (units) 85.009 Maket Growth   11,5% 11,9%
POTENTIAL MARKET SHARE & SALES        
Market share Ford Benthanh 8% 3 YEAR BUSSINESS AMBITION
Unit price 0.86B   YEAR 1 YEAR 2 YEAR 3
Potential sales Market share 8% 9% 10,3%
Sell out in unit 6.801 Sell out 6.801 7.651 8.756
Sell out in value 5.848,6B Growth   12,5% 14,4%
Total Calls Made per Salesperson.

Salespersons will average 3 calls per day 3

Salespersons will work in the field 4 days per week 4
Salespersons will work 46 weeks per year 46
 
 3*4*46 = 552 sales calls per year for each salesperson  

Total of salespersons.

Sales calls to Service Existing Accounts 22,256

Sales calls Made per Salesperson 552 = 40.31
     
 1,248.5 billion
Breakdown Method: = 60.81 salepersons
20.53 billion

Workload Method:
Total Number of Calls to Current Customers.
Category of Number of Calls per Year Total Calls
Account Accounts
A 202 50 10,100
B 413 12 4,956
C 1200 6 7,200
      22,256
 
Thank you for
your listening!