TABLE OF CONTENT INTRODUCTION 1 1 Reasons to choose the topic 1 2 Objectives to implement this thesis 1 3 Subject, scope of research 1 4 Research Methodology 2 5 Structure of thesis 2 CHAPTER I THEORE[.]
Reasons to choose the topic
In recent years, many Vietnamese commercial enterprises have focused primarily on sourcing goods without aligning with market demand, leading to inventory buildup and stagnant stock, which harms both individual businesses and the broader trade system However, some major urban companies have recognized this issue and emphasized the importance of effective sales management by conducting market research, organizing sales networks, training professional staff, and adopting advanced sales technologies like self-service and digital sales channels As a result, significant improvements have been observed in the structure and efficiency of wholesale, retail, and export sales networks across Vietnam.
As a student majoring in Business Administration, the univertity has been equipped with the knowledge and reasoning about the study of Administration.During the graduation internship at MM MEGA MARKET HA DONG , I was able to observe and learn more about the problems of business practices,especially the difficulties in selling activities of enterprises With the desire to contribute ideas, offer solutions to help business improve the management of selling activities so that they can consolidate and further develop the market share of business, I have chosen the topic: “Some solutions to improve the selling management in MM MEGA MARKET HA DONG ”as the graduation thesis.
Objectives to implement this thesis
Effective management of sales activities is crucial for the strategic growth of a business Analyzing the current sales management practices helps identify gaps and areas for improvement Systematizing theoretical frameworks provides a solid foundation for understanding best practices in sales activity management Based on this analysis, targeted solutions can be developed to enhance sales processes, increase efficiency, and motivate the sales team Implementing these improvements will enable enterprises to align their sales activities with overall strategic development goals, ensuring sustained business success.
Subject, scope of research
The object of the study is the selling activitíe and the constituent elements of the content of sales management in a commercial enterprise and its affiliated stores The project mainly offers ideas for developing advanced retail technology, telephone sales, customer service consulting and completing the traditional sales process but in the direction of increasing the proportion in communication,consulting and customer service activities.
Research Methodology
Based on systematic, dialectical, logical and historical approach The specific methods are analysis - synthesis, statistical methods, methods of benchmarking, modeling, and mapping.
Structure of thesis
THEORETICAL BASIS ABOUT SELLING ACTIVITIES 3 I The role of sales activities
Sales definition
With the development of the economy and the emergence of currency, global trade and product exchanges have significantly increased Today, sales occur anytime and anywhere worldwide, with no restrictions, allowing people to buy and sell both tangible and intangible goods—existing products or future innovations Every day, thousands of new products are launched, and innovative sales methods, such as online shopping from home with just a few clicks, are transforming the retail landscape Understanding the nature of sales in this dynamic environment is essential to grasp the evolving commercial landscape.
Sales involve the transfer of the right to own and use goods from the seller to the buyer, culminating in the buyer receiving the goods and the seller receiving payment This process encompasses important steps such as delivery, transportation, and payment, ensuring a complete transaction where ownership and funds are exchanged efficiently.
The function of the seller
The sales force can be divided into the following four functional groups: sales, executive management, finance and marketing mission.
The primary role of a salesperson is to effectively sell their company's products, showcasing their sales skills and contributing to the overall success of the business This function emphasizes the importance of sales performance in driving company growth By demonstrating ability in sales, the salesperson plays a crucial role in achieving company targets and increasing revenue.
+ Planning: Salespeople must know when and where to plan contact with customers
+ Make a prediction: Predict the quantity and output that can be sold in the assigned territory.
+ Guide and train new sales staff: Experienced sales staff will guide and instruct new employees to understand general skills, policies, sales programs of the company or operation in the area.
+ Solving customer problems: Salespeople guide, explain customer problems whether sold or not, as this will help maintain and contribute to tightening relationships with customers .
+ Ability to evaluate: Sales people need to be able to comment, evaluate the market they are operating in, about current customers, potential customers, new products and new employees based on his experience and knowledge.
The simplest operation is to manage receivable and manage inventories in assigned areas.
+ Implement marketing programs: Salespeople help buyers fully utilize the features of the product to create maximum satisfaction and actively implement the marketing programs of the company.
+ Information gathering: Salespeople are the direct contact with customers, so in addition to conveying information about products and promotions to customers, they also have to receive the feedback from customers about to the company.
The main works of the sellers
Modern sellers engage in a variety of activities tailored to their specific roles, whether they are representing manufacturers, retail companies, pharmaceutical providers, or service industries Despite these differences, all sellers share core responsibilities, including promoting products or services, engaging with customers, negotiating deals, and ensuring customer satisfaction These fundamental activities are essential for driving sales success across various sectors.
The work involves finding new customers, increasing relationships with existing customers, preparing offers and introducing goods to prospective customers, cite the salient features and core benefits of a product or service, negotiate with customers about prices and related terms in a sales contract, write an order after a successful negotiation.
After signing the goods purchase contract, the seller must also ensure the proper implementation of the terms of the contract, ensuring benefits for customers Depending on the type of goods, the salesperson must contact other employees in order to carry out the committed services such as: timely delivery, correct equipment installation, instructions for using product, answer customer questions or complaints, warranty, timely maintenance
In addition, sellers must continue to contact customers to build long-term relationships through tasks such as providing new information about the product, announcing preferential sales policies of the company , inquire about your customers' use of the product or business directly or over the phone.
-Participate in activities within the organization:
Sellers also participate in other activities of the company such as attending regular or irregular sales meetings, participating in professional training courses, proposing ideas to the research and development department, working closely with other groups in the Marketing department to effectively carry out sales promotion activities.
-Contact information with the company:
Provide information to the company about: made offers, periodic sales,sales costs, sales plans, upcoming sales forecasts, customer reactions to products products and sales policies of the company, activities of competitors in regional markets, forecasting changes in customers' needs, new ideas about doing business in regions.
Classification of sellers
Wholesaler or distributor is an important intermediary between producers and retailers and other customers (other manufacturers, state organizations, social organizations )
The salesperson's mission is to research regional customer needs, recommend all the goods that the wholesale company can provide, take orders, instructing the sales promotion or advertising for retailers.
Performing tasks: representing manufacturers to explore the market,offering goods to different customers on the distribution channel (other manufacturers, wholesalers, retailers, government organizations, non-profit organizations), organizing seminars to introduce new products or new uses of existing products to target customers in market areas
Wholesalers and distributors serve as vital intermediaries between producers and retailers, as well as other customers such as manufacturers, government agencies, and social organizations Their primary responsibilities include researching regional customer needs, recommending appropriate products from their inventory, processing orders, and promoting sales through targeted advertising and promotional activities for retailers.
Forms of sale everywhere in the ways such as: fixed stalls or supermarket systems, discount stores Retailers are the largest force in the field of commerce in countries, they often interact with customers who are consumers of both men and women of different ages, selling a variety of products Stress level of the job depends on the time of the customer’s shopping on the day, week or Tet
This group is prominent across various high-tech industries, including computers, specialized equipment, and automobiles They not only provide sales offers but also deliver comprehensive customer services, such as troubleshooting technical issues, installing equipment, guiding product usage, and maintaining or improving existing products Additionally, they innovate by developing new products to meet evolving technological demands.
Agents are independent business people, they are paid commissions according to the size of products and services sold in each period Principal activities of agents: finding customers, introducing and selling goods of manufacturers, supporting products, transferring customer orders to manufacturers.
Depending on the type of service, the service provider may be a person or a group of people who perform work steps in a specific process.
Their activity is to find buyers, organize meetings between buyers and sellers, assist the two parties in the negotiation process to be able to sign sales contracts Brokerage business is real estate, insurance, securities
Types of sales
Normally, wholesale is conducted with a large quantity of goods by the following methods:
- Selling goods through warehouses: goods are bought and then sold.
- Seliing goods directly: the company sells goods directly to the buyer without going through the warehouse, this method saves warehouse rental costs, storage costs
Retailing is the final stage of the process of mobilizing goods from the place of production to the place of consumption Usually when retailing, each sale is in small quantity, single At retail stage, the following sales methods are often used:
- Supermarket: This is a form where salespeople are assigned to stand in a supermarket stall, the price is higher than outside so the salesperson must convince this is the best product.
A shopping mall is a large commercial space where numerous transactions take place, serving as a prime platform for product display and sales Positioned within a shopping mall signifies a strong presence in the market, similar to supermarket retail models Selling products in malls can enhance brand visibility and attract a diverse customer base, making it an effective strategy for businesses aiming to increase market reach.
- Discount store system: This method applies to old products or second hand goods Customers often object to this type of product (low quality, low price), employees must convince that it is the policy of the store, the company Depending on the product, the number of products after reducing price to buy more or less.
- Other forms: Other than those mentioned above, like groceries
2.2 Retail not through the store.
This is a diverse and conspicuous form of selling today Companies often use one of these retail systems and it is highly effective.
A form of using a phone to sell goods Characteristics of this form expressed through the subject of sales are employees of organizations or individuals directly selling Buyers may also be individuals or organizations, the nature of purchases used to produce, resell or consume On the other hand, the quantity of each purchase depends on the value of the goods, the low level of brand loyalty, and the slow buying behavior.
A form of sales for which a buyer pre-orders quantity This form of sale the seller knows in advance his sales quantity.
The company sends a letter of offer to organizations or individuals that indicate the company's business items If the customer agrees, they will call, send mail to order This form comes with the company's main product catalog.
After researching the location, proceed to install a vending machine There is no on-site salesman, customers will pay with the machine and receive the goods immediately This form applies to products such as beverage, fast food that are convenient, low cost.
- Retail sale by means of television:
A form of putting product information on the mass media This form is costly, customers quickly grasp the company's products as well as know the official price.
Selling process
Present the characteristics and benefits of the product, and overcome the opposition
Explore, evaluate and establish relationships
Personal selling is more of an "art" than a science and every salesperson will have different ways of expression However, whether they sell more or less, selling those products requires salespeople to go through 6 steps in the sales process:
2.1 Survey, evaluate, establish relationships with customers.
- Exploration: As a first step in the sales process in order to identify potential customers who have a need for the product.
- Evaluation of potential customers: A process where the seller learns about potential customers: financial ability, business volume, position and business to determine customer classification and determination of ability to pursue.
- Reaching potential customers: Salespeople must collect information about customers, consider which approach, with which time is suitable and effective in order to contact with buyers or decision makers.
2.2 Create trust and affection with customers :
A way for salespeople to meet and greet buyers to create good initial relationships.
Through contact, salespeople discuss for customers to express their attitude and needs, based on which the salesperson determines what kind of products customers have needs.
2.4 Presenting product features, overcoming objectionable ideas.
Introducing our innovative product designed to meet your specific needs, offering unmatched features and benefits that enhance your experience With comprehensive knowledge about the product, our sales team is equipped to address all your questions and demonstrate how this solution delivers real value Trust in a product that is tailored to solve your problems, improve efficiency, and provide long-term satisfaction, making it the ideal choice for discerning customers seeking quality and reliability.
- Handling objections: Buyers often have objections about products and sellers must handle these opinions in a positive and serious manner.
Salespeople must comment and determine when customers will buy and may ask them to order Sellers know how to offer special tricks to stimulate buyers to end the sale, such as saying prices, giving gifts
This critical stage focuses on strengthening relationships with buyers, emphasizing the importance of completing all sales procedures and addressing any issues that arise By providing thorough support and resolving problems promptly, salespeople build trust and foster long-term customer loyalty, aligning with future needs Effective relationship tightening at this stage is essential for sustained business success.
Selling management
1 The concept and role of selling management.
"Selling management is an integral part of business management, including analysis of planning, implementation and control of sales force activities."
Salesforce administrators play a vital role in maintaining effective communication both within the organization and with external stakeholders They connect with sales teams and departments internally, fostering seamless collaboration, while also building strong relationships with customers outside the company Their multifaceted role is essential for aligning internal processes and enhancing customer satisfaction.
-Selling management plays a very important role in organizing marketing and sales If the management is effective, it will help businesses perform well the task of transmitting information about their products as well as receiving effective sources of feedback to help businesses reduce risks in buying, selling and trading.
- Selling management is also an important factor in the promotion scheme, it will help to increase the company's product differentiation at the selling stations What is more important is that the personal selling management will easily establish and maintain relationships between customers and the company.
- Finally, selling management will be an important element in promoting and increasing the consumption of products to make a profit.
Sales force management activities include main contents:
In this stage, the sales force administrator must: set the goals for the sales force, select the organizational structure and size of the sales force.
2.1.1 Set goals of sales force:
The goal setting is based on the nature of the target market and the desired location of the company in that market It revolves around issues: seeking to build new customers, choosing to allocate time to prospective and existing customers, providing information about the company's products and services and gathering marketing news, deciding to allocate products,…
2.1.2 Design of sales force structure:
The design of organizational structure for sales force depends on product properties and customer characteristics Typically the following types of mechanisms are used:
2.1.2.1 Sales force by territorial structure:
This is the simplest type of structure, each sales representative is assigned to a separate area and has the right to introduce the entire product category of the company, and must be responsible for all activities on the that land Currently, most large companies apply this type of structure directly or indirectly This structure has some advantages and disadvantages in the following box:
Table Advantages and Disadvantages of saleforce by territorial structure
- Travel expenses are less - Difficult to achieve consistency from the top down.
- Clearly define the responsibilities of sales staff in the area.
- Requires many good sales administrators in the area
- Encourage employees to develop personal relationships with partners in the area (relations with localities)
- Difficult for making decisions as well as checking for implementation.
2.1.2.2 Sales force by product structure:
Under this structure, salespeople are assigned by geographical area with a large number of salespeople and each person in charge of consuming a variety of different types of products.
This type of structure is applied to companies that deal in highly technical, complex products, such as the sale of industrial equipment, new technologies, or multiple products.
- Convenient coordination parts - High salary
- Flexible business activities - Create a sense of unstable working
- Regulations on responsibility and reward are easy
Sales force by product structure:
2.1.2.3 Sale force by customer structure:
Sales force is specialized by industry or type of customer This structure is suitable for addressing the needs of one or several customer groups with different needs.
- Ability to understand high customer needs, considerate customer service, and good customer management.
- Taking a lot of work for employees due to moving a lot, the company costs a lot for transportation.
- Employees are experienced in sales contact for the same customer group and can build an appropriate sales program
- Assessing results between groups is difficult and easy to create conflicts.
Companies often apply this type of structure, Which are selling specific products, such as pharmaceuticals, processing materials, insurance, advertising, etc.
In business practice, depending on the specific situation planners choose which structure is appropriate, especially for large-scale companies often choose the mixed structure from the above organizational structures.
2.1.3 Determine the size of sales force: it is the determination of the number of sales staff needed for the sales force of the company.
This method evaluates a salesperson's activities over a period, analyzing their workload to optimize market coverage By assessing these efforts, it helps determine the number of salespeople required to effectively serve the company's target market Implementing this approach ensures efficient resource allocation and enhances overall sales performance.
+ Determine the amount of operating time of salespeople annually.
+ Estimate the percentage of operating time of a salesperson for sales compared to the time to travel and do other tasks.
+ Determine the number of operating hours for a salesperson.
+ Categorize customers according to the level of annual sales effort required.
+ Determine the length of time and number of visits or transactions for each customer group.
+ The annual required time (total workload) to serve existing and prospective customers.
+ Determine the number of employees: Total number of annual hours needed for sales divided by the number of operating hours spent by an employee.
-According to the allocation method: Divide the number of potential sales by the entire market by the minimum number of sales for a salesperson.
-By budget method: Divide the direct sales budget by the total cost paid to the clerk.
2.2 Remuneration policy of the company.
To attract sales representatives, the company must develop attractive remuneration policies Remuneration must be tied to the "current market price" for the type of work and the required ability, which drives salespeople to achieve the goals the company sets for its sales force.
2.2.1 Financial offsets: include direct salaries, indirect wages, commissions and bonuses.
- Salary based on sales: wages are paid according to the quantity of goods sold Sellers will be aware of their sales performance and they will always strive to achieve the highest possible effect, but they are often interested in immediate benefits rather than developing and keeping customers long term.
-Salary based on turnover plus time wage:
Sellers are paid a weekly or monthly norm and an additional percentage is based on the sales revenue for each period This payment method both ensures the safety of income for the seller and has a positive impact on the performance of the sale.
- Pay by time plus bonuses:
The seller is paid regularly in each period (week, month) for 6 months or 1 year Sales are statistic again and get some bonuses according to these sales.
- Pay by time: Sellers are paid weekly and monthly, regardless of the quantity of goods sold.
- Pay by time plus a commission: Sellers are paid a fixed weekly, monthly salary (basic salary) and enjoy an additional percentage of commission when selling a product.
In addition to the financial compensation, non-financial compensation such as recognition, respect, personal development opportunities (advancement) and occupational safety will promote more efforts of sales force It includes:
Recognition of salespeople 's achievements on the basis of seniority, notification of personal achievements, awards, awards and titles for those individuals in meetings, customer conferences or the company's monthly or annual journals will have a strong and effective impact on the salesperson's efforts.
Our company offers diverse emulation programs, such as sales competitions that motivate staff by increasing their chances to win, thereby boosting overall sales performance These competitions foster a competitive environment, encouraging sales teams to improve their results and achieve higher targets By leveraging the standard of competition among individuals, we motivate employees to excel, which ultimately drives business growth and enhances sales outcomes.
Advancement at work is always a dream of everyone, so the motivation at work is very large, so the senior manager clearly explained and informed about promotion opportunities for staff to know.
Our company conducts targeted training programs to organize and develop a skilled sales team aligned with corporate objectives These activities focus on equipping team members with the necessary skills to achieve outstanding results and meet the company's strategic goals By focusing on comprehensive training and team coordination, we ensure our sales professionals are capable of delivering exceptional performance and driving business growth.
The goal of hiring is to develop the pool of candidates who tend to specialize as broadly as possible There are 2 sources of recruitment: internal and external of company.
- Encourage employees in the company to work more effectively and harder.
- Employees can be promoted when they are not ready to work in a new position because they are not in the old position long enough to have enough experience.
- Choosing the right employees really have the right ability.
- The recruitment process will need to be prepared in terms of content and form suitable to the job position.
- Must have time to prepare.
- Receive information about candidates with suitable competency quickly through the nomination of employees.
- The process of selecting people is more accurate because who attend to recomman are all knowledgeable about the requirements and nature of the job as well as the nominees.
- Easy to cause internal bias.
Our company not only fulfills human resource needs but also addresses various soft issues, such as resolving employee conflicts and supporting employees in finding workplaces closer to their families, ensuring a better work-life balance.
- Easy to create ripples effect as a vacant position filled internally will create a new blank position If this new vacancy is also added internally, another will be created.
- Available resources of qualified candidates with long-term working experience.
- Save a lot of costs for training and new recruitment.
- This solution is only considered temporary because the source of candidates is older.
- Only suitable for the job position without too much pressure or not requiring too much health.
Recruitment directly from the school
- Access to young, enthusiastic workforce from the first days.
- It is possible to organize recruitment days at schools when businesses have a large number of staffing needs.
- Candidates do not have practical work experience.
- Young candidates should be easy to get bored and jump to find better job opportunities.
- Source of diverse candidates profile.
- The popular recruiting sites offer more services for businesses such as proactively proposing suitable candidates, posting ads in prominent positions, supporting ads on many different platforms, so businesses will have the opportunity to reach more potential candidates.
- The recruitment process is passive because businesses will not know how many candidates have viewed the information, how many candidates have applied.
- Headhunt companies have professional and effective solutions to help businesses find suitable, complete and timely candidates.
- It costs a lot, so it is only suitable for recruiting middle and high-level staff positions.
About MM MEGA MARKET company
1 The process of formation and development.
1.1 Brief introduction about the company.
- MM MEGA MARKET VIET NAM CO., LTD(former name is METRO CASH & CARRY VIET NAM.
- Headquarters: Zone B, An Phu-An Khanh New Urban Area, An Phu Ward, District 2, Ho Chi Minh City.
- Related properties worth 655 million Euro in January 2016.
- Type of activity: Limited Liability Company
• METRO Cash & Cary Vietnam entered the market on March 28,
2002 The first METRO center is located in Ho Chi Minh City (METRO Binh Phu).
• On January 10, 2016, TCC Group of Thailand (which acquired all wholesale facilities of Metro Cash & Carry Vietnam) announced the change of the company name to MM Mega Market Viet Nam Co., Ltd.
• Fruit & Vegetable • Non food in food
• Fish and seafood • Home electronics
• Confectionery and alcohol • Sporting and Fashion
MM Mega Market Vietnam (MMVN), owned by TCC Group, serves over 1 million professional customers including restaurants, hotels, and canteens by providing a wide range of food and non-food products With 19 distribution centers and 4 transit stations nationwide, MMVN ensures efficient delivery of fresh food and daily essentials across Vietnam.
MMVN meticulously distributes over 35,000 food and non-food products, ensuring strict quality control throughout the entire supply chain From receiving goods from suppliers to delivering products to each customer, MMVN complies with all current legal requirements, guaranteeing product safety and high standards.
In particular, fresh food is controlled by MMVN for all factors from selecting raw material areas, farms, planting, harvesting, transporting to distributing.
MMVN has been constantly expanding and developing safe food material areas in many localities to help the company diversify sources of goods in each specific region.
Clear origin (traceability to each farm, production facility)
Fully certified for food safety : HACCP, VietGap, Global GAP,
Diverse products and prestigious brand
Specialized imported goods for each demand group
Transparent invoices, liabilities and flexible payment methods
MMVN has been applying the HACCP principle with more than
20 supervised control points since the product was formed on the farm.
MMVN regularly sends samples to independent laboratories (ISO 17025 certified) to check safety and hygiene criteria.
Qualified products will be transported by specialized vehicles equipped with temperature monitoring equipment so that the product is best preserved during transportation.
To ensure safe products, MMVN conducts many training courses for farmers on clean agricultural production Most MMVN suppliers already have certificates of receipt of
Agricultural engineering team of MMVN is always on field to ensure the product is harvested properly, at the right time with the freshest quality.
With a phone that supports QR code scanning, customers can track and retrieve all information about the origin of the product.
Table 1 List of MM Mega Market Vietnam centers
1 MM Mega Market Thang Long
Ha Noi 2 MM Mega Market Hoang Mai
3 MM Mega Market Ha Dong
Quang Ninh 4 MM Mega Market Ha Long
Hai Phong 5 MM Mega Market Hong Bang
Nghe An 6 MM Mega Market Vinh
Da Nang 7 MM Mega Market Da Nang
Binh Dinh 8 MM Mega Market Quy Nhon
Dak Lak 9 MM Mega Market Buon Ma Thuot
Nha Trang 10 MM Mega Market Nha Trang
11 MM Mega Market An Phu
Ho Chi Minh city 12 MM Mega Market Binh Phu
13 MM Mega Market Hiep Phu
Dong Nai 14 MM Mega Market Bien Hoa
Binh Duong 15 MM Mega Market Binh Duong
Ba Ria- Vung Tau 16 MM Mega Market Vung Tau
Can Tho 17 MM Mega Market Hung Loi
An Giang 18 MM Mega Market Long Xuyen
Kien Giang 19 MM Mega Market Rach Gia
Table 2 List of MM Mega Market Vietnam transfer stations
1.2 Information about MM MEGA MARKET HA DONG
- Name: MM Mega Market Ha Dong.
- Address: Ground floor, Me Linh Plaza building , To Hieu street, Ha Cau ward, Ha Dong District, Ha Noi.
- Email: mccvn.front-office.st26@mmvietnam.com
- MM Mega Market Ha Dong is the 19th wholesale center of MMMega Market in Vietnam, total area up to 5100m².
- Operating time: 6am - 10pm daily.
MM Mega Market Ha Dong operates in both retail and wholesale formats, serving as a trusted destination for everyday essentials and groceries for residents of Ha Dong district The retail section provides high-quality goods and essential foods, making it a reliable choice for local families In addition, MM Mega Market Ha Dong offers wholesale services, supplying retailers, hotels, and educational institutions across Southwestern Hanoi, facilitating business growth and community needs.
- Slogan: Customer @ Heart - Put customers in the heart.
1) Customers is always the number one.
2) Do your best to bring values that exceed customers' expectations.
3) Supplying products of good quality, reasonable prices with outstanding service.
4) Understand customer needs and meet their expectations.
5) Strive to be a model in customer service.
6) Priority is to solve customer’s needs.
7) Always smile to customers, friendly eyes conform to MMVN service standards.
8) Take care of your customers and always make them feel special.
9) Always in the spirit of being ready to help whenever customers need.
10) Provide customers with sufficient information when there are promotions, offers or special discounts
2.Function, mission of MM MEGA MARKET HA DONG.
MM Mega Market Ha Dong is a key retail center operated by MM Mega Market Vietnam Co., Ltd., reflecting the company's commitment to consistent service and operational excellence As a prominent player in the commercial retail sector, the center upholds the company's standards to meet customer needs and enhance shopping experiences Its strategic position in the market demonstrates MM Mega Market's dedication to maintaining leadership in the retail industry while continuously striving to satisfy and exceed customer expectations.
- Responsible for importing and storing goods; At the same time, ensure the flow of goods from the supplier to the center and from the center to the customer.
- Acting as a bridge between suppliers and customers through the implementation of product trading activities At the same time, it plays the role of direct communication and coordinated to promote the goods supply process.
In order to fulfill its role as a bridge between product suppliers and customers, MM Mega Market Ha Dong has the following tasks:
- Responsible for searching, negotiating and signing contracts with suppliers of new and potential products, in order to supply goods to the center as well as distribute to customers.
Efficient organization of warehouse supervision, management, and inspection is essential to ensure the availability of sufficient quantities of high-quality goods Consistent quality control maintains product integrity, while price adjustment and stabilization strategies help keep prices competitive in the wholesale market These measures are vital for protecting customer interests and fostering trust in your business.
- Arranging the stores in a scientific way, the buying process is simple, convenient and uniform in order to create consistency and ease for customers to choose.
- Organizing and managing to ensure the trading activities of the center take place stably, creating jobs for employees.
- Towards a friendly, cohesive and inspiring working environment for employees to help them always feel happy when working, creating new and effective working methods.
3 The organizational structure of MM HA DONG.
The MMVN system currently comprises 19 centers, each equipped with small apparatuses, all operating under a unified mechanism managed and supervised by the headquarters Each center has its own organizational structure to effectively fulfill its functions and responsibilities These centers are directly overseen by a designated center director, ensuring smooth operation and clear management This centralized yet decentralized approach enhances efficiency, coordination, and control across the entire MMVN network.
Back Office IT Decoration Front Office
DS of Soft Good ADS of NFIF
DS of Loss Prevetion Store General Managemer
DS of HRADS of LossPrevetion
MM Mega Market Ha Dong includes 162 employees
Table 3 Position- Quantity – Level of Employees
Store Productivity & Report Supervisor (SPRS or
BUSINESS PERFORMANCE OF THE COMPANY
Table 4 Target sale and actual sale in 2018 and 2019
Target Actual Performance Target Actual Performance
Unit: Billions VND(Source: Saleforce Department)
* Comment: Through the above report, we can see that the company is completing quite well the targets set out in the past 2 years In 2018, the planned revenue is 564.5 billion VND, the actual revenue achieved is 560.5 billion VND, reaching 99.3% of the year plan In 2019, the actual revenue is 594.2 billion VND, 1.1% higher than the set plan of 582.9 billion VND This is a pretty good signal about the center's performance This result came from the effort of all staffs in the company and the accurate leadership from managers:
Managers have emphasized focusing on organizational customers, the target group that generates long-term profitability for the company The sales team primarily targets and supports these customers to maximize revenue, with all resources allocated to the salesforce to facilitate efficient selling activities.
+ Most of staffs complied with the regulations of the company such as accurate uniform, professional manners - all because of the customers.
Table 5 Sales & propotion of each department.
In 2019, the total revenue of the company’s centers reached 594.2 Billion VND, with departments specializing in dry food and beverages constituting the largest share of its revenue structure This highlights the company's core strength and primary focus on dry food and beverage products The company mainly operates as a wholesaler for other suppliers and emphasizes trading goods, despite having some own brands, reinforcing its role as a key player in the wholesale market.
Currently, the central market is primarily concentrated in Ha Dong District, with extensions into nearby areas such as Thanh Xuan and Cau Giay districts Additionally, provincial regions like Hoa Binh and Ba Vi are included to expand market reach The allocation of these areas is strategically limited based on customer demographics and to prevent overlap with other markets, ensuring efficient coverage and targeted service delivery.
The company's customers include 2 different channels.
+Retail channel, focusing on households, individuals and groups of individuals living and working in Ha Dong and some vicinities This customer group accounts for the major proportion, about 80% of the total sales of the whole supermarket The used items are mostly small and convenient sizes Ha Dong district is on the way of development, which is a very potential market for the center to exploit The current population of the county is over 350,000 people and it is constantly increasing The intellectual level of the area is high, the customers are increasingly looking to buy at modern shopping centers.
+Organized customer channel, including main groups of canteens, offices, restaurants, hotels, etc This group, although lower in proportion, is the source of customers that bring sustainable results to the company Ha Dong district area is still new and developing The population is densely populated, so there are more and more schools for children, which are accompanied by accompanying services, entertainment services, companies, enterprises gathered here to do business export and development.
List of some big customers in each group
Restaurant Canteen Small Canteen Office
Goldent Gate Olympia School Esquel
NROLL Vinh Quang Foreign Urban
Sky Lake Achimedes School Dong Duoc Pharmarcel
SOLUTIONS TO IMPROVE THE SELLING
Basis for recommendation
The vision of MM MEGA MARKET HA DONG is becoming one of largest supermarkets in Ha Noi in 2019-2022 period, competitive with Big C, AEON MALL, CORPMART,… To accomplish that vision, the center proposes strategies:
To maximize market opportunities in Ha Dong District, it is essential to aggressively target all potential customers in the area, especially those in neighboring provinces such as Hoa Binh and Ba Vi As Ha Dong continues to develop, with new factories and office buildings under construction, there is increasing demand for consumer products Leveraging established delivery routes to industrial parks and enterprises in these nearby provinces can help expand customer reach and sales Additionally, customers located farther from the central market often face limited product choices due to a lack of suppliers, leading them to prefer purchasing long-term products from the same provider whenever possible.
To maximize profits and support long-term growth, MM Mega encourages customers to choose products from its own brand, which offers competitive prices and comparable quality to imported alternatives from other suppliers By promoting its own brand, MM Mega ensures higher profit margins and strengthens brand loyalty, making it a strategic goal for sustained development Investing in own brand products allows MM Mega to maintain better control over quality and pricing, providing customers with value without compromising on quality.
2 Target and tasks of saleforce
The company experienced an impressive 15% annual growth compared to the same period last year, driven by acquiring new customers and encouraging existing ones to make additional purchases This robust growth rate not only reflects successful marketing and sales strategies but also surpasses the annual inflation rate, ensuring real revenue growth and increased profitability.
-Building solidarity, helping each other: department that wants to go far needs cooperation, unanimous together at times of success as well as times of failure Any market information is shared with each other to convenient their selling activities A same group Because customers in one group often have the same characteristics, behaviors,…
-Become a top quality sales team at the centers of MM Mega Market all around Viet Nam.
Solutions to improve selling performance
1 Improving the qualification of sales staff
The company needs to provide specific policies to improve the qualification of sales staff as well as the ability to persuade customers To do that, the center needs to send employees some sales staff training courses Nowaday there are many training courses by many methods The company can create some direct training programs. Such as :
Hiring senior sales experts to train your staff can significantly boost your sales team's performance These professionals bring valuable knowledge, skills, and real-world experience, enabling them to effectively share proven strategies for success Regular training sessions, scheduled weekly or monthly throughout the year, ensure continuous development and motivation for your sales team While there are some costs involved, investing in expert-led training yields highly effective results, driving increased sales and business growth.
Newly recruited salespeople can benefit greatly from practical training by experiencing real-life scenarios, enabling them to develop essential skills in a hands-on manner Senior staff play a crucial role in mentoring new employees by sharing their experiences, insights, and solutions to common challenges they have faced This knowledge transfer creates valuable assets that new staff can readily apply to their work, as these issues often recur in similar forms Overall, experiential training and mentorship streamline the onboarding process and enhance the competence and confidence of new sales team members.
The company can offer online training programs with industry experts and company leaders, providing convenient and cost-effective learning opportunities for employees These sessions can be easily scheduled in the evenings after work hours, making participation accessible without disrupting daily operations To maintain employee engagement and prevent boredom, these online training sessions should be held regularly, such as once a month, fostering continuous professional development and motivation.
2 Improving the sales organization structure.
Implementing a comprehensive sales activity regulation document is essential for streamlining the order process, addressing common challenges, and enhancing employee sales experience This guidelines document should outline procedures for collaborating with departments, specifying order timelines, and resolving frequent issues to improve overall efficiency Regular monthly meetings are crucial to review sales activities, facilitate inter-departmental communication, and foster continuous learning among sales staff This approach not only helps salespeople develop effective teamwork skills but also contributes to improved sales performance and organizational cohesion.
In the meetiing, staffs will be trained and check this regulation and express their feeling, issues that they have encountered to find the best solution and have lessons learned in that month The regulations need to update to the documents regularly to become the mutual ragulations.
3 Enhancing the regime of upper praise and encouragement to sales staff
3.1 Incentive and encouragement policies for employees
Recognize the accomplishments of salespeople on the basis of performance evaluation, seniority, and are praised at staff meetings,
This is a good policy for employees to feel their ability to be concerned and appreciated, from which they strive to promote Employees who are recognized for achievement will award the title, set an example and will teach good experiences to others.
Implementing competitions within the company boosts employee motivation and morale while driving increased productivity and sales To ensure fairness, the company assesses each salesperson's performance through a transparent rating system, fostering a competitive yet equitable environment that encourages consistent improvement and achievement.
+Increased percentage of sold quantity.
+ Number of offers in the period.
+ The amount of working time in the period.
+ Percentage of the quantity of goods exceeds the target.
+ Ability to expand new markets, maintain the current market.
Employees have varying levels of progress, and companies should foster an environment that enables them to demonstrate their skills By valuing both seniority and individual performance, organizations can promote deserving employees to higher positions, motivating staff to put in greater effort to seize growth opportunities.
In addition to the current salary and bonus regimes, the company can add bonus criteria for finding new customers through its loyalty program For every new customer the employee makes them a loyal customer of the company, they will receive a certain percentage of the profits that customer buys during the year Each The amount a customer buys, is how much the bonus will be for that department The bonus is based on the turnover exceeding the target, it is supported by the profit of the company, about 1-2% of the excess sales.
4 Recruiting personnel from training schools to gain high professional qualifications.
To effectively recruit staff at training schools, the company must establish strong relationships with these institutions While recruited employees typically possess solid theoretical qualifications, they often lack practical experience The human resources department plays a crucial role in identifying candidates who meet the job requirements and possess the necessary skills.
5 Organize activities to supervise salespeople.
The supervision must be carried out continuously in the process of deploying the selling activities Before deploying activities, people in charge of administration need to work out a plan including quarterly, monthly and weekly plans revolving around sales issues Managers need to assign responsibilities and provide resources to salespeople.
During selling process, the supervision is carried out through the following activities:
+ Through weekly, monthly meetings At each meeting, the salepeople will report informations that they have gained, the items they are selling good And they will consult and share some guidance to their inferiors to find the best decision.
+ Self-monitoring The saleperson need to know the target, actual numbers of sold quantity, revenue, profit, to plan for the future.
+ Control by direct observation mode.
Sales are a vital component of production and business activities, driving growth and success My analysis of the thesis highlights the importance of understanding sales strategies and market performance Observing the actual sales situation at MM Mega Market Ha Dong Center has provided me with valuable insights and practical experience that will benefit my future career in the industry.
Through that fact, combined with the knowledge learned in the university with the thorough communication and guidance of Assoc Prof Ph.D Nguyen Thanh Hieu and the attention and guidance of people in the company I has completed the project:
"Solutions to improve the selling activities in MM MEGA MARKET HA DONG".