Dans les activités de production et commerciales dune entreprise, les ventes sont une activité importante, elles déterminent les résultats de lensemble du processus de production et commercial de lunité. Quil sagisse dun établissement de petite entreprise ou dune multinationale, les ventes sont toujours le facteur central qui aide à connecter les entreprises aux consommateurs et constituent lactivité la plus importante pour aider à maintenir lexistence des entreprises. Par conséquent, l’amélioration du contrôle des ventes pour quil soit vraiment efficace est un travail très nécessaire, un facteur décisif pour aider les entreprises à atteindre leurs objectifs de chiffre daffaires ou de profit, favorisant ainsi les ventes, favoriser linvestissement et le développement de lentreprise. Avec la situation actuelle du marché vietnamien, un pays en développement et participant à de nombreux accords commerciaux et organisations commerciales dans le monde a placé les entreprises dans une position concurrentielle plus féroce que jamais. Les entreprises étrangères investissent constamment pour élargir le marché dans notre pays, créant un grand volume de produits de substitution de style et de qualité variés. Parallèlement au développement de la science et de la technologie, lécart de prix et de qualité des produits des entreprises se réduit de plus en plus, alors les besoins des clients ne sont plus seulement le besoin de valeurs fondamentales de produits de service. Et cest ce qui rend le rôle des activités de vente particulièrement important et constitue un facteur de différenciation pour lentreprise. À la société anonyme de télécommunication FPT, il sagit dune activité très ciblée dans lentreprise. Le cycle de vente de la Société se déroule de manière régulière, continue et sétend. Par conséquent, le contrôle des activités de vente est particulièrement important dans les activités commerciales de FPT Telecom, car cette activité contribue à prévenir la fraude, à minimiser les erreurs et à améliorer lefficacité commerciale de lentreprise
Urgence du sujet
In any business's production and commercial activities, sales play a crucial role, directly influencing the overall outcomes of the production and marketing processes Whether it is a small enterprise or a multinational corporation, sales serve as the central link between businesses and consumers, making them essential for the survival of any company Therefore, enhancing sales control to ensure its effectiveness is vital, as it is a decisive factor in helping businesses achieve their revenue and profit goals, thereby promoting sales, investment, and overall business development.
The current situation in the Vietnamese market, a developing country engaged in numerous trade agreements and organizations, has intensified competition for businesses Foreign companies are continually investing to expand their market presence, resulting in a diverse range of substitute products in terms of style and quality As science and technology advance, the gap in price and quality among products is narrowing, leading to a shift in customer needs beyond basic service values This highlights the critical importance of sales activities as a differentiating factor for companies At FPT Telecom, a telecommunications corporation, sales activities are highly targeted and operate in a regular, continuous cycle Consequently, monitoring sales activities is vital for FPT Telecom's business operations, as it helps prevent fraud, minimize errors, and enhance overall commercial efficiency.
During my internship at FPT Telecom, I recognized the significance of sales control and directly observed the practical challenges faced in commercial activities This experience highlighted the difficulties and limitations in the company's sales management processes Given the importance and current state of sales control during my internship, I decided to research the topic: "Improving Sales Control at FPT Telecom Joint Stock Company."
Vue d’ensemble de la situation de la recherche liée au sujet
Sales management, particularly sales control, is a crucial topic for many businesses as it serves as a guideline to enhance company performance Consequently, this subject has been extensively studied by numerous individuals.
In 2010, Nguyen Thi Hong Huyen from Thuong Mai University addressed the topic of "Improving Sales Control at Cao Son General Production and Trade Limited Company." The study included a theoretical foundation and an analysis of the current state of sales control activities within the company, along with detailed solutions aimed at enhancing and strengthening sales control performance However, the analysis of the situation was not clearly articulated, resulting in a heavy reliance on theoretical aspects rather than practical insights.
In 2012, student Le Dinh Vuong presented a study on "Improving Sales Control at Khang Vinh Corporation." The author conducted a thorough analysis and evaluation of the company's current situation based on relevant theories However, the study did not delve deeply into the processes and tools used for sales control.
In 2020, Nguyen Viet Duc from Thuong Mai University presented a thesis on "Improving Sales Control at Vietnam Verte Veterinary." The author utilized appropriate data collection methods and provided detailed insights into the current situation, while also discussing comprehensive sales control tools and processes However, the thesis was overly focused on the process, resulting in solutions that lacked precision and clarity.
Additionally, there are topics related to sales control, such as the 2010 thesis titled "Promotion of Sales Control at Me Lin Limited Liability Company" by student Dam Thi Ngoc from Thuong Mai University The author effectively systematized the theoretical framework and the current situation of the company, proposing suitable solutions to enhance the capacity and efficiency of the operational process However, the reliability of the survey data is questionable due to the small sample size compared to the total sales team, which undermines the credibility of the evaluation results.
The research topics discussed above focus on sales control activities and the evaluation of the current situation to find suitable solutions for businesses However, the existing studies reveal gaps, particularly in the context of modernization, as none address the application of technology to enhance the efficiency of sales control activities Therefore, selecting the theme "Improving Sales Mastery at FPT Telecom" will propose new solutions and directions for the company.
Objectifs et tâches de recherche
Objectif général
Learn and assess the current state of Internet service sales control at FPT Telecommunications Corporation, while offering solutions and recommendations to enhance sales control within the company.
Mission spécifique
Revisiting and restructuring the fundamental theoretical concepts related to sales control, including definitions of sales, control, sales management, and sales administration, is essential for effective sales strategies.
This article analyzes and evaluates the current state of sales control at FPT Telecom, highlighting both the successes and the challenges faced by the company in managing its sales processes.
- Sur la base de l'analyse et de l'évaluation de la situation actuelle, proposer des solutions et des recommandations pour améliorer le contrôle des ventes chez FPT Telecom.
Sujets et portée de la recherche
Sujet de la recherche
L'objet de l'étude concerne les activités de contrôle des ventes de la société anonyme de télécommunication FPT.
Portée de la recherche
- Espace et période de recherche : Contrôle des ventes de La société anonyme de télécommunication FPT de 2019 à 2021 au 1 Pham Van Bach, Cau Giay, Hanọ
This article analyzes and evaluates the current state of operations, sales processes, and sales control for FPT Telecom's Internet services, providing solutions to enhance the company's sales management.
Méthodes de recherche
Méthode de collecte des données
5.1.1 Méthode de collecte des données primaires
L'étude a utilisé la méthode des entretiens pour collecter les données primaires
- Méthode de mise en œuvre:
Due to the epidemic situation, a data collection method was implemented using a pre-prepared questionnaire (with anonymized respondents) to gain a deeper understanding of the factors related to sales management within the company, including the actual challenges faced, as well as standards, objectives, and other relevant data.
I sent the questionnaire to the head of the administrative department and interviewed the department heads and deputy heads Additionally, I distributed it to three members of the executive sales team, including the head of the commercial office, the sales director, and the financial director, to gather diverse perspectives related to the research problem.
5.1.2 Méthode de collecte des données secondaires
The task involves gathering and researching data on the telecommunications company FPT This includes analyzing information provided by the company, such as sales and administrative data, as well as sourcing additional insights from the company's official website and other economic sites.
- Recueillir à travers des documents professionnels disponibles tels que des manuels, des guides de mémoire, etc… pour aider au processus de recherche et à l'analyse du problème de recherche.
Méthode d’analyse du traitement des données
Analytical and statistical methods will be employed to synthesize and systematize the primary data collected and analyzed, highlighting the current state of the business.
The synmemory and comparison method involves synthesizing and comparing sales process data, plans, and results collected from the company over the years This approach allows for an analysis of the outcomes achieved in relation to the initial plans.
Structure du mémoire
En plus des sections Introduction et Annexe, le mémoire est structuré en trois chapitres principaux:
- Chapitre 1: Quelques théories de base sur le contrôle des ventes dans l’entreprise
- Chapitre 2: Analyse et évaluation de l’état du contrôle des ventes à la société anonyme de télécommunication FPT
- Chapitre 3: Proposition de quelques solutions et de recommandations pour Améliorer le contrôle des ventes à la société anonyme à télécommunication FPT
QUELQUES THÉORIES DE BASE SUR LE CONTRÔLE DES
Quelques notions de base liées au contrôle des ventes dans l'entreprise
Le terme vente est couramment utilisé dans les affaires, mais il y aura de temps en temps des points de vue ou des points de vue différents
According to the classical perspective, a sale is defined as the act of exchanging goods or services from a seller to a buyer in return for money or other goods or services of agreed-upon value.
According to James M Comer (2005), "Selling is a personal process in which a seller seeks, discovers, stimulates, and satisfies the needs or desires of a buyer to achieve a mutually beneficial long-term interest." Building on this foundation, the Department of Business Administration (2018) defines selling as "the process of exchanging, understanding, and satisfying customer needs while simultaneously building mutually beneficial long-term relationships with clients." This process involves selling based on product consumption within the company's business activities, with specific functions and tasks that are independent of other components.
1.1.2 Notion de gestion des ventes
According to the management function approach, sales management is a process that involves planning, organizing, implementing, and controlling the company's sales activities to achieve its sales objectives.
La gestion des ventes est l'organisation des ventes selon les étapes du processus de vente afin d'atteindre les objectifs fixés (Département d'administration des affaires, 2018)
In summary, sales management involves the activities and efforts of business leaders, particularly sales directors, to achieve sales objectives through the company's sales team This process encompasses planning, organizing, directing, and controlling sales activities to meet established goals.
As a management function, control is understood as the process of determining actual performance by comparing it to established standards This involves identifying deviations and their causes, while simultaneously proposing solutions and action plans to correct these discrepancies, ensuring that the organization meets its set objectives.
According to Henri Fayol, control in a business context refers to the measurement and adjustment of the company's activities and all its components to ensure that the objectives and the strategies to achieve these goals are consistently being fulfilled.
Control is a process that involves establishing control standards, measuring and comparing indicators, identifying causes, and making adjustments to align activity outcomes with suggested objectives.
1.1.4 Notion de contrôle des ventes
Sales control is a process that involves establishing sales control standards, measuring and comparing sales performance objectives, identifying causes, and making adjustments to achieve sales activity results in order to meet set sales targets It encompasses two main components: the control of sales activities and the management of the sales team.
The sales control process will be implemented by establishing sales control standards that serve as a foundation for monitoring activities This involves measuring actual sales results and comparing them with the established standards to assess whether sales objectives have been met, thereby identifying the causes of any discrepancies.
According to the Department of Business Administration (2018), sales team control is primarily the process of obtaining feedback on the sales process This feedback is used to evaluate the performance level of each sales team member, ensuring that adjustments are made to meet objectives effectively.
1.1.5 Notion de normes de contrôle des ventes
Sales are a crucial component of a company's commercial activities, closely linked to purchasing and inventory management Therefore, it is essential to assess the impact of sales activities on achieving the company's overall objectives To effectively evaluate this contribution, establishing control standards is necessary.
Sales control standards refer to the criteria used to assess whether sales results have met established objectives, serving as a benchmark for comparing actual outcomes with set goals.
1.1.6 Notion de mesure de la performance des ventes
Measuring sales performance involves the collection and analysis of specific data that reflects the outcomes of sales activities Utilizing analytical tools and reporting methods enables businesses to identify effective strategies for addressing and overcoming management, inventory, and sales errors, thereby strengthening their weaknesses.
Contenus théoriques du contrôle des ventes dans les entreprises
1.2.1 Processus de contrôle des ventes
1.2.1.1 Définir les normes de contrôle des ventes a) Exigences des normes de contrôle des ventes
- Les normes doivent être associées à des objectifs de vente:
Control must always be linked to the achievement of objectives Sales goals come in various forms and exist at different levels, including revenue-focused objectives, sales-focused objectives, and quality of work When control standards do not align with these objectives, it can lead to situations where targets are not met or fail to meet control requirements Therefore, these two factors must consistently work together and interact to create optimal control activities.
- Des normes doivent être associées à des enseignes régulières d'activités commerciales:
Sales are ongoing activities that occur regularly Therefore, the standard system must closely monitor sales activities and programs The standard should serve as a benchmark for the sequence of activities within the sales process.
- La norme doit assurer une observation coordonnée de toutes les activités de vente:
Sales encompass various activities and programs, necessitating that standards align with these specific functions Control is inherently tied to the sales process, which serves as a supportive activity Therefore, standards must be connected to particular activities to ensure optimal performance.
- Les normes doivent être associées aux responsabilités de l’équipe de vente:
The activities are primarily carried out by the sales team, making it essential for the proposed control standards to align with their efforts Additionally, it is crucial to clearly define the standards related to their assigned responsibilities The standards and mandates must be in harmony.
- Les normes doivent être associées à des objectifs quantitatifs et qualitatifs:
Commercial performance is reflected not only in numerical figures but also in various unmeasurable criteria such as customer satisfaction, employee enthusiasm, job engagement, and the company's reputation Therefore, the established standards should encompass these aspects as well Additionally, there are different types of sales control standards to consider.
Standards serve as the foundation for evaluating sales performance Sales control standards are categorized into two main groups: output standards and platform standards.
Production standards reflect sales outcomes, encompassing revenue benchmarks from sales activities, customer counts, gross profit, sales expenses, and the profitability of sales operations.
The platform's standards ensure strong commercial performance, as evidenced by metrics such as the number of contacts, customer phone calls, client visits, staff sales skills, and the store's presentation level.
Ces normes sont utilisées pour des comparaisons d'une année à l'autre, par rapport aux normes de quotas établies, avec les moyennes de l'industrie et les données des concurrents
La corrélation comparative permettra de découvrir les écarts et leurs causes sont une base importante pour mener des actions correctives appropriées
1.2.1.2 Mesurer la performance des ventes
For every business, sales activities are a crucial factor that directly influences the company's revenue To ensure that sales operations run smoothly, it is essential to measure sales performance, which serves as the foundation for necessary adjustments or action plans This approach brings significant benefits, including improved efficiency and increased profitability.
Providing managers with an accurate and clear picture of the company's business activities enables them to make precise evaluations of sales results These results are typically represented by figures, ensuring that the outcomes are undeniable The authenticity of these measurements stands in contrast to qualitative indicators.
Anticipating potential issues allows for timely intervention Additionally, it is essential to assess sales inputs, performance outcomes, and any indicators or changes that may impact sales performance to achieve relevant results.
- Tirer les bonnes conclusions sur les activités de vente et améliorer et optimiser la gestion des ventes
Given that the individual responsible for monitoring and measuring performance with the evaluator may differ from the one making adjustment decisions, it is essential to cultivate an appropriate relationship between them.
En fait, lors de la mesure des résultats de la performance commerciale, il est nécessaire de garantir les exigences de base suivantes:
- Se fier aux normes établies pour évaluer les résultats des activités de vente
To ensure objectivity, it is essential to clearly define the responsibilities and attitude of the sales director This includes avoiding bias and arbitrariness, steering clear of accusations and injustice, and refraining from subjective judgments when there is insufficient evidence.
Ensuring benefits for both the company and its employees, senior executives assess the capabilities of lower-level managers through testing Simultaneously, these lower-level managers can validate their positions through metrics, become aware of their gaps and limitations, and take timely corrective actions.
1.2.1.3 Évaluer les performances commerciales et mettre en place des actions correctives a) Exigences d'évaluation des performances de vente
- Les résultats du contrôle doivent être utiles:
The control process must enable the sales manager to monitor sales results and implement appropriate corrective actions To achieve this, the process should be structured in accordance with the conditions and mandates of the involved parties.
- Les résultats du contrôle doivent être fiables:
Facteurs affectant le contrôle des ventes de l’entreprise
Key economic influences include factors such as bank interest rates, the stage of the economic cycle, the balance of payments, and fiscal and monetary policy Given the broad nature of these factors, it is essential to pinpoint specific effects that have the most direct impact on the company's sales control activities.
In collaboration with Vietnam, our country is currently undergoing economic integration with the global economy, leading to increasingly fierce competition among businesses As a result, sales control activities must be strategically targeted and developed according to the most reasonable and effective standards for the company's operational model.
Over the past three years, the global economy, particularly in Vietnam, has been significantly impacted by the emergence of the disease This economic shift has forced businesses to adapt their sales methods, leading to a necessary adjustment in sales control strategies.
Political factors play a crucial role in our country, as the stability of the political situation has consistently fostered favorable conditions for business and production activities A stable environment helps alleviate pressure on sales control and facilitates the achievement of regulatory standards.
Legal factors play a crucial role in fostering a fair market environment for businesses in our country Government regulations and interventions are designed to protect consumers and ensure equity among companies, necessitating the implementation of appropriate sales policies Additionally, sales inspection activities must comply with national regulations, including labor laws, workplace safety standards, and accounting regulations.
This includes the norms and values accepted and respected by a specific society or culture As people's knowledge and income levels rise, so do their needs Additionally, with 54 ethnic groups in our country, the diversity of consumer needs is further enhanced Consequently, businesses must offer products and services that cater to a wide range of customer requirements It is essential for companies to analyze sociocultural factors to identify potential opportunities and threats, allowing them to adjust their sales strategies according to each region.
Currently, technology in our country is rapidly advancing, making sales management more flexible, convenient, and straightforward However, this technological progress also brings potential risks, particularly in information exchange, where miscommunication can lead to issues or misinterpretation Additionally, concerns regarding network security, information security, and sales control processes remain significant challenges for technology companies.
Competitors are individuals and entities targeting the same customer segment or selling similar products at comparable prices Establishing sales standards and evaluation criteria, including competitor comparisons, is crucial for businesses to accurately assess their potential and sales team Additionally, understanding the benefits of monitoring competitor sales can provide valuable insights for companies Based on this information, businesses can set goals to optimize and enhance the quality of their sales teams.
In every business activity, the concept of the customer is crucial, as customers are the community that generates profits and adds commercial value to the organization No business can operate without customers, which is why companies continuously seek ways to build their own customer databases and implement customer support services to maintain strong relationships and foster loyalty Consequently, qualitative and quantitative sales control standards are established to ensure customer satisfaction.
The company's business strategy directly influences its operational activities, including sales and sales management A sound business strategy serves as the foundation for effective tactics at every stage, enabling companies to remain flexible and proactive in adapting to market fluctuations This approach ensures that businesses operate and grow in the right direction, ultimately enhancing their market position.
Human resources play a crucial role in a company's competitive environment The ability to attract and retain skilled employees is essential for business success It is important to carefully select the sales team during the recruitment and training phases A qualified sales team will enhance sales management and performance.
Finance is the core of a business's operations Companies with strong financial potential implement policies and procedures that integrate human resource management, product production, and sales With adequate funding, these businesses focus on enhancing measures and facilities to better manage sales Conversely, effective sales control leads to a highly efficient and profitable sales process for the company.
Corporate facilities serve as essential tools that enhance the workflow for both leaders and employees These resources play a crucial role in streamlining sales management By utilizing company-owned equipment and technology, managers can develop a more comprehensive sales control system, ensuring both cost-effectiveness and operational efficiency.
Corporate culture embodies the collective spiritual values of an organization Each company will establish its unique culture and set rules for its employees Industrial culture significantly influences the mindset, attitude, and cohesion of employees within the organization Therefore, every company will develop sales standards and control tools that align with its corporate culture.
For companies that establish a sales network through opening agents, who are responsible for delivering products to consumers, managing the commercial activities of each agent across various geographic locations, sizes, and management levels poses a significant challenge for managers Therefore, developing control standards is essential to assess the effectiveness of an agent's business processes and identify necessary changes A company thrives when its smallest operational units function efficiently.
ANALYSE ET ÉVALUATION DE LA SITUATION DU CONTRÔLE DES VENTES DE LA SOCIÉTÉ ANONYME DE TÉLÉCOMMUNICATION FPT
Introduction générale de la société anonyme de télécommunication FPT
2.1.1 Processus de formation et de développement de SADT FPT
FPT Telecommunications, a subsidiary of FPT Corporation, is one of the largest IT service companies in Vietnam, primarily focused on delivering a wide range of IT products and services.
Founded on January 31, 1997, FPT Telecom originated from an online service center established by four members and introduced Vietnam's first Internet product, "Vietnamese Wisdom." This product laid the groundwork for the development of the Internet in Vietnam.
After over 24 years of operation, FPT Telecom employs more than 9,500 official staff and has nearly 300 transaction offices across approximately 90 branches, serving 59 provinces and cities nationwide The company has also expanded internationally, establishing 12 branches in Cambodia and one in Myanmar.
In response to the Covid-19 epidemic, FPT Telecom quickly seized the opportunity to create the "Fabriquộ par FPT" ecosystem, aimed at assisting businesses and organizations in accelerating their digital transformation This ecosystem enhances productivity, reduces costs, and is widely applicable across various sectors, including banking, transportation, manufacturing, and e-government.
The core values that underpin the success of FPT Telecom were forged during the company's early challenging days, shaped by experience and learning through various obstacles With a pioneering mission to provide Internet access to all Vietnamese, the goal is for every Vietnamese household to utilize at least one of the company's services FPT Telecom has consistently worked to enhance its infrastructure and the quality of its products and services, leveraging cutting-edge technology to create engaging experiences and positive impressions in the hearts of its customers.
2.1.2 Fonctions et tâches de SADT FPT
According to the business registration certificate, the company's registered activities include the purchase and sale of machinery, equipment, and services in the telecommunications sector Additionally, the company plays a crucial role in any socio-economic organization by effectively managing its resources and contributing to the implementation of the social policies of the Party and the Government.
+ Respecter strictement les politiques et régimes de gestion économique et de gestion financière, se conformer au régime comptable et aux principes comptables
+ Remplir toutes les obligations envers l'État et les organismes fonctionnels Cela s'accompagne d'obligations envers les clients, les fournisseurs et les partenaires commerciaux
Creating jobs and providing income for workers is essential It is important to effectively implement policies regarding wages, bonuses, social security, health insurance, and unemployment insurance for employees Additionally, negotiating the rights and interests of employees in accordance with the law is crucial.
+ Mener des recherches pour comprendre la demande du marché ; recherche de partenaires, de clients ; accélérer le développement et l'expansion des affaires
2.1.3 Secteurs d’activité de SADT FPT
Fournir une infrastructure de réseau de télécommunications pour les services Internet à large bande
Services à valeur ajoutée sur Internet et les téléphones mobiles
Services de messagerie, de données et d'informations de divertissement sur les réseaux de téléphonie mobile
Établir une infrastructure de réseau et fournir des services de télécommunications et Internet
Import-Export Télécommunications et Internet
Services locaux de télécommunications fixes
Services de télécommunications à valeur ajoutée
Services nationaux de télécommunications fixes longue distance
2.1.4 Organisation de la SADT FPT
Image 2.1 Structre d’organisation de SADT FPT
(Source : Rapport Annuel 2020 FPT Telecom)
According to the new organizational structure of FPT Telecom, the company will be divided into three divisions: Business; Services - Technology - Support; and Branches and Subsidiaries, all under the leadership of the Board of Directors, including its members, and the Supervisory Board.
According to the leader of FPT Telecom, corporate restructuring is a traditional process typically conducted internally, aimed at fostering in-depth development following the company's success This restructuring comes in light of the company's expansion, which has seen the establishment of nearly 90 branches across 59 provinces and cities nationwide.
2.1.5 Résultats commerciaux de SADT FPT des 3 dernières années
Tableau 2.1 Résultats de la production et des activités commerciales au cours de la période 2019 - 2021
No Objectif DVT En 2019 En 2020 En 2021
2 Résultat net des activités opérationnelles
3 Résultat net des activités opérationnelles
4 Bénéfice comptable total avant impôt
5 Profit apres taxes Millions de dong
De 2019 à fin 2021, FPT Telecommunications Joint Stock continue de maintenir un taux de croissance à deux chiffres
In 2020, FPT Telecom maintained a stable growth rate, with consolidated revenue reaching 11,466 billion VND, reflecting a 10.3% increase compared to 2019 In 2021, the company's net revenue is projected to accumulate to 12,686 billion VND, marking a 10.64% rise from the same period in 2020 By the end of 2021, the company's equity is expected to reach approximately 6 billion VND.
The total amount reached 290 billion VND, with contributed capital of 3,283 billion VND and retained earnings after tax nearing 1,822 billion VND Despite a gross profit exceeding 1,617 billion VND, selling and administrative expenses amounted to over 1 billion VND.
000 milliards de dongs, ce qui porte le bénéfice après impôts de FPT Telecom à près de 490 milliards de dongs, un chiffre stable par rapport à la même période l'an dernier
During the current epidemic, the key to achieving success lies in the ability to swiftly seize opportunities and navigate trends, particularly the rising demand for digital transformation consulting and implementation for businesses in Vietnam and globally This surge has led to a significant increase in data traffic over the Internet and telecommunications infrastructure, creating a promising market for companies in the sector, such as FPT Telecom.
2.1.6 Facteurs affectant le contrôle des ventes de SADT FPT
From 2020 to the present, the national economy has faced significant challenges due to a complex and dangerous epidemic situation The sharp decline in market demand, coupled with various difficulties, has led to a surge in the number of business bankruptcies Adverse macroeconomic conditions have impacted numerous sectors, particularly the information technology and telecommunications industries.
In the context of a national economy facing numerous challenges, various sectors will inevitably be impacted in the short term However, the industry in Vietnam is still in its early stages of development, indicating significant long-term potential driven by various factors Beyond the crucial macroeconomic elements that suggest strong growth prospects for the Vietnamese economy, the current investment and spending needs in information technology and telecommunications by businesses and individuals remain quite low Additionally, Vietnam is recognized for its stable political environment, which provides favorable conditions for business construction and development.
The legal system in Vietnam is increasingly improving, ensuring fair competition and facilitating easier and less risky access to financing for businesses Additionally, the commitment of the Party and the State to promote the development and comprehensive application of information technology significantly contributes to creating an excellent development environment for FPT Telecom.
Analyse et évaluation de la situation actuelle du contrôle des ventes de SADT
Image 2.2: Processus de contrôles des ventes de SADT FPT
(Source : Des affaires de Région 1) 2.2.1.1 Définir les normes de contrôle des ventes
Since the establishment of the company, the sales control process has remained consistent However, changes have been made to the sales control standards, reflecting adjustments in management methods, sales systems, and personnel These changes aim to enhance the effectiveness of sales activity control and ensure its relevance.
En général, l'entreprise construit des normes de contrôle des ventes sur deux principaux groupes de normes : les normes de sortie et les normes de plate-forme
Production standards reflect sales outcomes, encompassing metrics such as revenue standards, customer counts, sales cost ratios, operating profit from sales, and order volumes.
- Les normes de base pour les activités de vente sont bien mises en œuvre Par exemple : contacts, nombre d'appels téléphoniques aux clients, nombre de visites des clients, etc…
Mettre en place des actions ajustement Évaluer les performances des ventesMesurer la performance des ventesDéterminẻ des normes des ventes
Tableau 2.2: Les normes du contrôle de SADT FPT 2021
1 Charges de gestion Milliards VNĐ 1.800
2 Charges des ventes Milliards VNĐ 1.800
3 Les autres charges Milliards VNĐ 5.500
3 Les clients ont resilié le contrat Personne
1 Rencontres des clients grâce au telephone Fois 7.000
2 Rencontres des clients grâce aux agences Fois 10.000
(Source : Des affaires de Région 1)
Based on this framework, the board of directors will set sales standards for the sales department, while the sales manager will establish specific benchmarks for each team and member In practice, the manager will require interns to make at least 20 calls daily using the data provided by the company, meet with clients three times a week, and achieve at least one sale every two days of service products For official staff, there will be no limit on daily calls, but they must sell a minimum of eight products and services every two days From this, a monthly plan and control criteria will be developed.
2.2.1.2 Mesurer la performance des ventes À FPT Telecom, la mesure de la performance est effectuée régulièrement avec des normes établies La Société exercera un contrôle sur les mois, les trimestres, les 6 mois (début d'année, fin d'année), et l'année, correspondant aux taux de réalisation à atteindre à chaque norme correspondant aux périodes
The department head will record operational results using the company's software, which automatically logs employee sales activities Monthly, the manager will compare these results against established standards to assess whether the expected objectives have been met Additionally, quarterly, semi-annual, and annual results will be reviewed and discussed by management.
Post-tour inspection and evaluation activities must provide an overview that helps managers stay informed about the company's relevant business activities This information enables appropriate decisions to adapt to market fluctuations or changes within the company itself.
Tableau 2.3: Comparaison entre des normes et réalisation en 2021
STT Critère Unité Réalité Taux de réalisation (%)
1 Charges de gestion Milliards VNĐ 1.854 -3%
2 Charges des ventes Milliards VNĐ 1.710 +5.3%
3 Les autres charges Milliards VNĐ 5.937 -7,9%
3 Les clients ont resilié le contrat Personne 134.150
1 Rencontres des clients grâce au telephone
2 Rencontres des clients grâce aux agences
(Source : Des affaires de Région 1) 2.2.1.3 Situation des méthodes et des exigences pour le contrôle des ventes de SADT FPT a) Méthodes:
Actuellement, FPT Telecom utilise principalement deux méthodes : "l'analyse des données statistiques" et "le contrôle par la prévision"
The company utilizes a statistical data analysis method to generate daily reports on revenue, expenses, and profits, summarizing weekly and monthly data through an automated software system This allows for continuous monitoring of employee sales performance and overall business evaluation Before each payroll period, the administrator will close the system to export and aggregate data, enabling the accounting department to assess each employee's goal achievement, which will inform salary calculations The implementation of this information network technology alleviates administrative pressure and enhances internal transparency, reducing negativity within management Additionally, employee work attitudes and customer satisfaction are key factors for managers in making evaluations, adjusting personnel, or modifying sales control standards This method is also applied to analyze competitors' performances within the same industry, providing managers with a broader perspective on the company's position relative to competitors, better understanding customer needs, identifying business opportunities, and effectively adjusting sales control.
The forecasting control method is favored by company managers, who conduct forecasts prior to implementing control activities during the annual and quarterly meetings These forecasts are based on existing company data and competitor information, enabling the establishment of short- and long-term strategies to guide the development of sales control standards Forecasting allows managers to anticipate changes, set appropriate objectives, and seize opportunities effectively.
- Les résultats du contrôle doivent être utiles:
FPT Telecom has established its standard system through leadership meetings, showcasing the objectivity and collective memory of the standards This framework facilitates strong connections among stakeholders, enabling the sales director to gain a comprehensive overview of ongoing sales activities, including finances and sources Consequently, this allows for effective evaluations and the organization of necessary adjustments.
- Les résultats du contrôle doivent être fiables:
The results of the assessments based on established criteria are clearly categorized The key aspect of the aforementioned methods is to re-statisticize the data to provide specific outcomes, which can then be used for future predictions It is evident that these methods complement each other, thereby enhancing the synchronization and reliability of the control results.
- Les résultats du contrôle doivent garantir l'opportunité, pas dépassés:
FPT Telecom conducts control activities on a monthly, quarterly, semi-annual, and annual basis As a result, control outcomes are consistently updated in a timely and regular manner, enabling the company and, specifically, the sales department to make necessary adjustments regarding standards, human resources, and other requirements.
- La maợtrise des activitộs commerciales doit garantir l'efficacitộ ộconomique:
In the business environment, technology is extensively utilized, with machines and specialized software meticulously recording the results and standards of control activities This approach significantly reduces costs, saving time and human resources for the company while enhancing the performance evaluation of the sales team.
2.2.1.4 Évaluer les performances commerciales et mettre en place des actions correctives
The company will assess the effectiveness of its sales activities on a quarterly and annual basis by comparing collected figures against expectations Additionally, it will evaluate sales performance relative to competitors, focusing on revenue, market share, sales productivity, and other external factors.
When there is a discrepancy between actual results and established standards, the company will adjust its business plan and project budgets accordingly, based on the internal and external situation For instance, if sales targets are not met, the company will reassess its sales activities to identify ways to enhance team performance, such as through training or motivational methods.
The revenue and profit targets have been achieved at over 97% and 95%, respectively, indicating that the business activities have met certain managerial expectations However, there are still objectives that exceed the allowable levels, such as other expenses supporting sales activities, which are negative at 7.9% Additionally, management costs, which FPT Telecom continually seeks to minimize through the application of science and technology, are negative at 3%.
Conclusions sur la situation du contrôle des ventes à SADT FPT
Over the past three years, FPT Telecom has consistently maintained its competitive stance against major companies like Viettel and VNPT, asserting that it is on par with the industry giants Additionally, the company has experienced significant success in the last year.
The sales control process at FPT Telecom remains consistent with its original framework, with each step being closely monitored and effectively executed The management team continues to seek, develop, and implement control standards at the beginning of each fiscal year Furthermore, these standards are meticulously evaluated quarterly to ensure they are revised and adjusted according to actual circumstances and specific objectives.
Managers regularly prepare periodic or extraordinary reports at the request of management, detailing work performance through ongoing monitoring based on specific objectives This ensures that the management team closely tracks the company's business performance Such reports enable the board of directors to identify changes, advantages, and disadvantages within the sales team, allowing them to adapt and make necessary adjustments.
FPT Telecom emphasizes the importance of the human factor, which is a core value of the company The sales team is carefully selected and well-trained, while the board of directors brings extensive expertise and leadership experience, fostering trust and cohesion among staff The team is composed of enthusiastic individuals who are responsible, well-regarded both internally and by partners, and are dynamic and responsive to market changes They possess a clear vision and business strategy, enabling them to effectively lead the growing company.
As a result of its rapid growth and impressive achievements, the company has gained significant recognition On the morning of October 9, the Vietnam Software and Information Technology Services Association (VINASA) announced the list of the "Top 10 Vietnamese IT Companies in 2021." Notably, FPT SADT was honored in the category of "Top 10 Companies Providing Digital Transformation Services and Solutions" (according to Cafef.vn).
2.3.2 Limitations existantes et causes des limitations du contrôle des ventes de la SADT FPT
Outre les forces et les succès obtenus par la Société, il reste encore des limites à surmonter
Limitations dans les normes de vente:
Sales standards are crucial, and the current achievements of the company reflect their effectiveness However, challenges in accessing these sales standards persist, particularly with the influx of new human resources following the COVID-19 pandemic The company needs to recruit many new employees, which may create barriers for these newcomers in adapting to the established sales standards.
Limitations des outils de contrôle:
The company actively seeks customer feedback to assess performance and user satisfaction; however, it fails to implement effective methods and changes to address the issues raised by clients For instance, despite numerous complaints regarding the quality of fixed internet service, the company has focused on expanding its data centers without significantly improving service quality As a result, complaints continue to arise each month, leaving many customers dissatisfied.
The primary issue to address is the human factor within the company's sales team Some employees lack professionalism, initiative, and self-discipline in client acquisition efforts Despite having a high skill level and personal capabilities, their awareness of the importance of the company's control processes is insufficient This often results in the sales team being indifferent to customer complaints and suggestions Furthermore, employee adaptation activities following control measures are limited to reminders and lack the necessary rigor in discipline.
Many employees in the sales team hold a common misconception that sales is merely a temporary job with no opportunities for advancement This stereotype leads to detrimental behaviors within the sales team, as they often do not view sales as a long-term career Consequently, they fail to invest in the knowledge and skills necessary for professional growth, which undermines their attitude towards the profession Additionally, as customer service expectations rise, salespeople remain unaware that their role is crucial in driving commercial performance This lack of awareness results in a failure to take responsibility, a lack of proactivity in their work, and indifference towards customers.
The sales standards set by the management team remain unclear, despite their strong capabilities Developing a comprehensive set of sales norms would enhance the workflow of the sales team However, due to their broad vision, the existing standards, while meeting requirements, are still too general for new employees, making them difficult to understand and implement effectively.