Saleplan G4 - Quản trị bán hàng - Tài liệu tham khảo | Đại học Hoa Sen

MINISTRY OF EDUCATION&TRAINING HOA SEN UNIVERSITY CLASS: SALES MANAGEMENT 1311 - 2233 FINAL REPORT SALE PLAN OF TIGER PRODUCT Lecturer: Phan Minh Tuấn Group: 4
Performer: Nguyễn Trần Ngọc An - 22114361
Văn Thị Băng Châu – 22114460
Phạm Thị Tuyết Ngân - 22116979
Lê Thị Thanh Nhã - 22110702
Võ Nguyễn Yến Nhi - 22115191
Nguyễn Trần Hoàng Quân - 22114297 TP.HCM, June 6, 2022 FINAL REPORT – GROUP 4
RECOMMENDATIONS OF LECTURER 1 FINAL REPORT – GROUP 4 CITATION
This final report was written with the purpose of describing the information
that your team has learned and analyzed during the time of the research
against. During this time, I took advantage of the work of observing,
researching and reviewing the actual business situation of HEINEKEN
enterprise and from that, I selected topics for research, development, and
product sales planning. tiger beer.
In addition to the specialized theories that I have accumulated through my
studies, I also use journals, books, reference materials and some other
relevant information about the industry that I research on the Internet. I
collect the range and include it in the report as a secondary data source.
Based on all the data and information that I have gathered, I present the following report in 6 parts:
 PART 1: IN TRODUCTION OF BUSINESS AND PRODUCT
 PART 2: ANALYSIS OF THE MICRO & MACRO SITUATION  PART 3: SWOT ANALYSIS  PART. 4: SER SALES GOALS  PART 5: SALES EXECUTION
 PART 6: MONITOR SALES ACTIVITIES  PART 7: BUDGET  PART 8: FINAL CONCLUSION 2 FINAL REPORT – GROUP 4 ACKNOWLEDGEMENT
First of all, we would like to express our sincere thanks and respect to Hoa
Sen University, which has taught and created good conditions for us to study,
and especially the lecturers who guide us. Teacher Phan Minh Tuấn has
facilitated and supported us in the process of completing the report.
Due to limited knowledge, it is inevitable that there will be shortcomings in
understanding and clarifying the assigned problem. We look forward to
receiving the comments and guidance of you and your friends. 3 FINAL REPORT – GROUP 4 TABLE OF CONTENTS
RECOMMENDATIONS OF LECTURER.................................................................................1
CITATION......................................................................................................................................2
ACKNOWLEDGEMENT............................................................................................................3
TABLE OF CONTENTS...............................................................................................................4
LIST OF IMAGES SMALL.........................................................................................................5
INTRODUCTION.........................................................................................................................6
PART 1: INTRODUCTION OF BUSINESS AND PRODUCT.................................................8
PART 2: ANALYSIS OF THE MICRO & MACRO SITUATION.........................................12
2.1 MICRO ENVIRONMENT.................................................................................................................................... 12
2.1.1 COMPETITOR..............................................................................................................................................12
2.1.2 INTERMEDIARY AGENT..............................................................................................................................13
2.1.3 CUSTOMERS...............................................................................................................................................13
2.2 MACRO ENVIROMENT.....................................................................................................................................14
2.2.1 ECONOMIC ENVIROMENT..........................................................................................................................14
2.2.2 POLITICAL ENVIROMENT............................................................................................................................14
PART 3: SWOT ANALYSIS.......................................................................................................16
3.1 STRENGTHS..................................................................................................................................................... 16
3.2 WEAKNESSES................................................................................................................................................... 18
3.3 OPPORTUNITIES.............................................................................................................................................. 19
3.4 THREATS.......................................................................................................................................................... 20
PART 4: SET SALES GOALS...................................................................................................21
4.1 BASES FOR BUILDING GOALS..........................................................................................................................21
4.1.1 CURRENT MARKET SITUATION...................................................................................................................21
4.1.2 ACTUAL RESOURCES OF THE BUSINESS......................................................................................................22
4.1.3 PAST SALES RESULTS...................................................................................................................................24
4.1.4 FUTURE SALES GOALS................................................................................................................................25
4.2 STRATEGY DEVELOPMENT...............................................................................................................................26
4.2.1 PRODUCT STRATEGY ( PRODUCT)..............................................................................................................26
4.2.2 PRICE STRATEGY (PRICE)............................................................................................................................27
4.2.3 DISTRIBUTION STRATEGY (PLACE)..............................................................................................................28
4.2.4 PROMOTION STRATEGY (PROMOTION).....................................................................................................30
4.2.5 B2C.............................................................................................................................................................33
4.2.6 B2B.............................................................................................................................................................34
PART 5: SALES EXECUTION..................................................................................................36
5.1 SALES FORCE.................................................................................................................................................... 36
5.2 AGENTS, WHOLESALERS AND RETAILERS.........................................................................................................39
5.3 SUPPORT MARKETING ACTIVITIES...................................................................................................................39 4 FINAL REPORT – GROUP 4
PART 6: MONITOR SALES ACTIVITIES..............................................................................41
6.1 SALES STAFF MANAGEMENT........................................................................................................................... 41
6.2 INVENTORY MANAGEMENT............................................................................................................................ 42
PART 7: BUDGET.......................................................................................................................43
PART 8: FINAL CONCLUSION...............................................................................................44
RESOURCE.................................................................................................................................45
TURNITIN...................................................................................................................................46 5 FINAL REPORT – GROUP 4 LIST OF IMAGES SMALL
Figure 1 Office complex of Heineken Vietnam Brewery - Vung Tau..............9
Figure 2 Tiger beer product lines...................................................................10
Figure 3 Market share of beer manufacturing companies in Vietnam 2021
(Heineken includes 2 main brands: Heineken beer and Tiger beer)...............11
Figure 4 Global beer consumption by country..............................................13
Figure 5 Stock situation of 2018-2022..........................................................14
Figure 6 Tiger monthly growth around 2022.................................................21
Figure 7 Heineken staff’s..............................................................................23
Figure 8 APB's revenue and profit have grown steadily over the years.........24
Figure 9 Tiger's customer..............................................................................25
Figure 10 Price segment statistics..................................................................27
Figure 11 Music event : virtual reality concert tiger remix............................32
Figure 12 Son Heung-Min Teams Up With Tiger Beer to Encourage
Everyone to Pursue Ambitions......................................................................33
Figure 13 Music event : virtual reality concert tiger remix............................33 6 FINAL REPORT – GROUP 4 INTRODUCTION
Reason for choosing the topic
The reason for choosing the topic Distribution is one of the important
stages in business activities of enterprises.Besides product strategy,
advertising, promotion, distribution strategy is an important marketing tool to
help businesses create and maintain a long-term competitive advantage in the
market. Researching and developing a wide distribution system and
approaching the target market not only creates a great competitive advantage
in the market but also achieves a long-term advantage. However, in order to
build a highly strategic distribution channel, businesses must invest a lot of
money, effort and time, because this is both a science and art work. As a
long-standing beer brand in Vietnam, Tiger beer brand has built its own wide
distribution channel system to help easily bring products to
consumers.Branded products are present on the market from North to South,
distributed through distributors, agents, and retailers. With fierce competition
from competitors in the market, the Tiger beer brand still maintains its
momentum, capturing the minds of target customers by developing a strong
distribution channel system and knowing how to coordinate effectively.
distribution channel strategy with other variables in marketing strategy.
Therefore, the group has chosen the topic "ANALYSIS OF THE
DISTRIBUTION CHANNEL SYSTEM OF BIATIGER BRAND IN
VIETNAM MARKET" to find out how the brand builds its distribution
channel system and gives some comments for the strategy. distribution channel strategy 7 FINAL REPORT – GROUP 4
Objectives of the thesis
The purpose of the essay is to collect basic information about Tiger beer
brands and products in Vietnam market, learn and analyze the distribution
channels of Tiger beer products, evaluate the advantages, disadvantages for
distribution channel strategy and propose some solutions in the future. In
order to complete the purpose of the topic set out above, the task of the topic
focuses on solving the following basic problems: Research, Synthesize and
analyze the distribution channel system of the Tiger beer brand. Assess the
current situation and propose solutions for the distribution system of the Tiger beer brand. Tiger outline
The marketing strategy of Tiger beer has partly confirmed the terrible
power of the "strong tiger" of the Asian beer village. With the pride of a
famous Asian beer brand in the world, Tiger is constantly reinventing itself in
all aspects. At the same time, presenting a strong and modern new image.
However, it still retains the quintessential taste, integrity and class. Thereby,
increasingly affirming the leading position in the choice of young Asians.
Digital Restaurant, a useful and reputable website with the latest updates in the case study section 8 FINAL REPORT – GROUP 4
PART 1: INTRODUCTION OF BUSINESS AND PRODUCT
History of formation and development
Tiger was born in 1930 in Singapore. In 1931, Heineken entered into a
joint venture with Singapore's Neave and Farser beverage companies to form
Malayan Breweries Limited (MBL). This cooperation helps to increase
Heineken international's dominant ratio when it holds 95.3% of the shares.
In October 1932, Singapore had its first beer brand, Tiger Beer, belonging
to Heineken Asia Pacific. In 1990, MBL changed its name to Asia Pacific
Breweries (APB). The aim is to dominate the Asian market. Thanks to the
exploitation and understanding of the Asian market and culture, Tiger beer
has successfully made a good impression on customers.
The strong, masculine Asian tiger and animal symbol further affirms the
brand image of true Asian beer. Not only firmly in this market, it is also
exported to many parts of the world. At the same time, becoming the
exclusive leading brand of APB. It can be said that this is one of the biggest beer brands in the world. Brief i ntroduction of the C ompany :
 Produced by Heineken Asia Pacific, forerunner
 Tiger Beer is a Singaporean beer brand that was first launched as Asia Pacific Brewery.
 The company is a joint venture between Heineken N.V. and Singapore
multinational food and beverage company Fraser and Neave. 9