Sales Management-B02E-Acecook Group-Final Report | Học Viện Phụ Nữ Việt Nam

GROUP EVALUATION FINAL REPORT (50%) Name Position Tasks Status Discription Chương II, Lê Minh Quốc Việt Leader 100% III,IV Nguyễn Đăng Huy Member Chương II,IV 100%
Nguyễn Thị Huệ Mẩn Member Chương III,IV 100% Đoàn Thị Yến Nhi Member Chương I,IV 100%
Dương Nguyễn Mỹ Ngọc Member Chương I,IV 100% Nguyễn Xuân Ngọc Member Chương III,IV 100% THE PLEDGE The team member includes:
 Lê Minh Quốc Việt – Student Code: 195012541
 Nguyễn Đăng Huy – Student Code: 195012565
 Nguyễn Thị Huệ Mẩn – Student Code: 195013252
 Đoàn Thị Yến Nhi – Student Code: 195040468
 Dương Nguyễn Mỹ Ngọc – Student Code: 205220984
 Nguyễn Xuân Ngọc – Student Code: 195011412
All team members hereby commit that this project is completely built and
completed by the team members themselves. Never copied anyone. All documents
that the group refer to are clearly and transparently annotated.
Ho Chi Minh city, June 2022 The Team ACKNOWLEDGMENTS
At the beginning of this list, I would like to thank all members of the group.
Thank you for all the efforts and contributions of everyone during the construction
and completion of the project. This is a relatively complex project, without
everyone's contribution, this project could not reach the final step. So thank you for
their dedication, and it's also an honor to be in such a group.
Next, the group would like to send their most sincere thanks to the lecturer of
Sales Management, who is Le Ngoc Hai. Thank you for leading and imparting
knowledge related to the subject to the whole group. As well as listening and
giving comments to help the project can be completed in the best way Sincerely thank you !
Ho Chi Minh city, June 2022 The Team ABSTRACT
According to statistics of the World Instant Noodles Association (WINA),
Vietnam's instant noodle demand is ranked 3rd in the world with more than 7
billion packages of noodles consumed in 2020. If calculated on a per capita basis
Vietnam ranks in the top 2 in the world, each person consumes more than 72
packages of noodles per year on average. As for the growth rate in 2020, Vietnam
ranks first in the world in the percentage of people eating noodles, nearly 30%.
With a population of approximately 100 million people and a developing country
with a middle income. Vietnam is a promising market for any instant noodle
producer. Currently, in the Vietnamese instant noodle market, there are more than
50 manufacturers, but most of the market share belongs to big players such as Acecook, Masan, and Uniben.
Acecook Vietnam is a long-standing instant noodle manufacturing company in
Vietnam, a company originating from Japan that has invested in Vietnam right after
the reopening of the economy. Currently, Acecook is leading and holding the most
market share in the domestic instant noodle market. Hao Hao noodle brand is a
familiar name to all Vietnamese people, not only expressed in numbers but also in
the fact that this product appears in all parts of the country, it is not difficult for
consumers. Users can find a package of noodles named Hao Hao on the shelf. It
can be seen that, in order for Acecook to achieve such an almost 100% coverage
level, the company must have a team of professional sales staff.
In the current situation, the issue of inflation is becoming a topic of global
concern and will at least last for the next 3 to 4 years. The prices of many goods
have skyrocketed, so this is an opportunity for instant noodles to flourish.
Realizing that opportunity, the team chose Acecook to use the theories learned to
build a sales organization project to expand the market. LIST OF TABLE
Table 2. 1: SWOT......................................................................................................................................12 Y
Table 3. 1: Salary and allowance structure of Acecook (2022)..................................................................18
Table 3. 2: Acecook's Commission Policy (2022)......................................................................................18
Table 3. 3: Reward policy (2022)..............................................................................................................19
Table 3. 4: Vacation policy........................................................................................................................20 LIST OF FIGUR
Figure 1. 1: Acecook Vietnam Founder Mr. Kajiwara Junichi.....................................................................3
Figure 1. 2: Top 10 reputable food companies (2020).................................................................................4
Figure 1. 3: Revenue of instant noodle manufacturers in Vietnam..............................................................5
Figure 1. 4: Hảo Hảo orginal......................................................................................................................6 Y
Figure 2. 1: Market share of instant noodles production in Vietnam...........................................................9
Figure 2. 2: Masan's Omachi Noodle Brand..............................................................................................10
Figure 2. 3: 3 Miền noodles.......................................................................................................................11
Figure 2. 4: Gấu Đỏ noodles......................................................................................................................11
Figure 3. 1: Organization chart of Acecook sales team..............................................................................13 TABLE OF CONTENTS
GROUP EVALUATION..........................................................................................i
THE PLEDGE.........................................................................................................ii
ACKNOWLEDGMENTS.....................................................................................iii
ABSTRACT............................................................................................................iv
LIST OF FIGURES................................................................................................vi
Chapter I: Introduction to Acecook.......................................................................2
1.1 Quickview........................................................................................................2
1.2. History of formation and development...........................................................4
1.3. Mission and vision..........................................................................................5
1.4. Acecook's products..........................................................................................5
Chapter II: Business Environment Analysis.........................................................7
2.1. Macro environment analysis...........................................................................7
2.1.1. Politics.......................................................................................................7
2.1.2. Economy...................................................................................................7
2.1.3. Society.......................................................................................................8
2.1.4. Environment..............................................................................................8
2.1.5. Technology................................................................................................8
2.2. Microenvironment analysis.............................................................................9
2.2.1. Industry status...........................................................................................9
2.2.2. Competitors.............................................................................................10
Chapter III: Organizing Sales Activities.............................................................13
3.1. Organizational structure of the sales team....................................................13
3.2 Training sales force........................................................................................13
3.3. Individual sales targets for each channel.......................................................15
3.3.1 Distribution channel level diagram..........................................................15
3.3.2. Monthly personal evaluation...................................................................17
3.4. Salary policies/ bonus structure.....................................................................18
3.5 Motivated policies.........................................................................................19
CHAPTER IV: SALES PLANNING...................................................................22
4.1. Introduce Idea................................................................................................22
4.1.1 Origin of formation..................................................................................22
4.1.2 Present ideas.............................................................................................22
4.2. Plan analysis..................................................................................................23
4.2.1. Overview of the idea...............................................................................23
4.2.2. Pros and Cons..........................................................................................23
Chapter I: Introduction to Acecook 1.1 Quickview
Acecook is a company specializing in packaged foods such as noodles, pho, vermicelli, etc.,
especially Hao Hao instant noodles, is a company specializing in packaged foods with Japanese
production technology. Kajiwara Junichi (representative of Acecook Japan) brought to Vietnam
in 1992 when the Vietnamese economy was still in difficulty. However, he believes that if the
Japanese business philosophy can be combined, it is the spirit of "Omoyari - think for others",
the Japanese production technology combined with the Vietnamese labor spirit. then the people
here will benefit from quality products.
Figure 1. 1: Acecook Vietnam Founder Mr. Kajiwara Junichi
(Source: Acecook Vietnam)
Up to now, Acecook Vietnam Joint Stock Company is considered a leading name in the field of
packaged food: 2nd position in the Top 10 prestigious food companies in 2020 - group of
packaged foods, spices, cooking oil (Vietnam Report). Currently, there are more than 50
enterprises producing instant noodles in Vietnam with 70% market share belonging to Acecook
Vietnam, Masan and Asia Food. In which, Acecook Vietnam has always led the market share,
accounting for about 50% in urban areas and 43% in the whole country.
Figure 1. 2: Top 10 reputable food companies (2020)
(Source: Vietnam Report)
1.2. History of formation and development
- Established on December 15, 1993 and officially put into operation in 1995.
- Year 2000: was the birth of Hao Hao noodle product, a leap of the company in the market.
- 2003: Expanding export markets: Australia, USA, Russia, China, Southeast Asia, etc.
Established a new factory in Binh Duong, bringing the total production line to 12 lines.
- In 2018: set the record of "The most consumed instant noodles in Vietnam for 18 years" since
2000. Acecook's profit increased at an average rate of about 20%/year to more than 1,300 billion
in and this year, Acecook's revenue is double that of Masan (VND4,636 billion).
- In 2020 and 2021: in the context of the Covid-19 pandemic, the business situation in these 2
years is a 'bumper' year, the increase rate of instant noodle consumption in the context of Covid- 19 is 67%.
Figure 1. 3: Revenue of instant noodle manufacturers in Vietnam (Source: Cafebiz) 1.3. Mission and vision
- Acecook company's mission: "Providing high quality products/services to Health - Safety - Peace of mind"
Based on this mission, Acecook Vietnam always puts the top priority on product quality, while
supporting the communication of correct and scientific information about instant noodle products
to create safety and peace of mind for customers. client. In recent years, Acecook has focused on
products for health, both to meet the new needs of consumers and to increase the value of instant noodles.
- Acecook's vision: "To become a leading food producer in Vietnam with sufficient management
capacity to adapt to the globalization process" 1.4. Acecook's products
Acecook is a long-standing food company in Vietnam. After more than 20 years of development,
the company has always researched and developed new products with a variety of flavors. Not
only focuses on producing instant noodles, but the company also produces many other products
such as pho, vermicelli, noodle soup, etc. But in this project, the authors will only focus on
researching the Hao instant noodle brand. Hao of Acecook
- Hao Hao noodles: appeared in the early 2000s, although originating from Japan, Acecook has
launched a product called Hao Hao with spicy and sour shrimp, inspired by Vietnam's sour soup.
After more than 21 years of development, Hao Hao noodles have gradually become a part of
Vietnamese culinary culture, also a part of life, especially for students. In 2018, Hao Hao
achieved a record of being the most consumed instant noodle in Vietnam with more than 20
billion packages sold, the title of No. Hao Hao has 100% coverage throughout the country, which
consumers can find it in any location
Figure 1. 4: Hảo Hảo orginal
(Source: Acecook Vietnam)
- Current products: Hao Hao spicy shrimp, lemongrass, purple onion, yellow chicken, fried garlic pork ribs, ... - Price: 3,500 VND/pack
- Weight: 1 box of Hao Hao noodles contains 30 packs of 75g noodles
Chapter II: Business Environment Analysis
2.1. Macro environment analysis 2.1.1. Politics
- Russia and Ukraine are two sources of wheat for the world, accounting for 30% of the world.
But since the war between these two countries broke out, the important port cities of Ukraine in
exporting goods such as Mariupol, Kherson, .. blockade. Making it impossible for the country to
export 20 million tons of its food, causing a supply shortage because Ukraine is considered the
breadbasket of the world. Besides, Russia also has to face export sanctions from international,
which limit exports, which is the main reason for pushing up prices of wheat and vegetable oil on the world market.
- Also the impact of this war caused many countries around the world to strengthen protection
measures for their agricultural industries. Including restricting food exports, India on May 14
issued a ban on wheat exports, making the price of this product even more expensive, Inodesia,
which accounts for more than half of the country's palm oil exports. The world has banned the
export of this item. To date, more than 30 countries have imposed export or ban bans on food
items. The purpose of this ban or restriction is not to keep prices at an appropriate level in the
country. However, it caused the world price situation to escalate
- 14.6 Tổng Thống Joe Biden phát biểu rằng ông sẽ hợp tác với các đối tác phương Tây của mình
để tiến hành xây dựng các kho chứa Silo lương thực dọc theo biên giới giữa Ba Lan và Ukraine
mục đích đưa 20 triệu tấn lương thực của nước này ra thị trường thế giới bằng đường sắt nhầm
hạ giá lương thực. Nhưng sẽ phải mất nhiều thời gian
- Liên Hợp Quốc và Thổ Nhĩ Kỹ đang thúc đẩy một thõa thuận giữa Nga và Ukraine nhầm tạo
một hành lang trên Biển Đen để nối lại các hoạt động xuất cảng ngũ cốc từ các cảng của Ukraine
=> Các sản phẩm của Acecook như mì Hảo Hảo được làm chủ yếu bằng 2 nguyên liệu chính đó
chính là lúa mì và dầu cọ. Việc nguồn cung lúa mì và dầu cọ trên thế giới đang bị gián đoạn,
khiến cho Acecook phải tốn thêm chi phí nguyên liệu đầu vào. 2.1.2. Economy
- Supply chain disruption: International integration helps promote trade between countries, but in
the context that the global economy is in need of recovery after the post-Covid-19 impact,
geopolitical conflicts occurred recently, such as the war between Russia and Ukraine, China's
zero Covid policy, or the confrontation between the US and China in many fields, causing the
supply chain to be broken on a large scale in the context of the world. The world is a flat world
where all countries are interconnected and interdependent, such a supply chain disruption makes
the supply of raw materials low, leading to an increase in input costs, which makes the cost of
goods and services more expensive. goods of increased accordingly. Vietnam cannot stay out of
this impact, although Vietnam is a country that produces a lot of essential consumer goods, but
Vietnam also has to import a lot of raw materials from abroad for production.
- Inflation rate: Currently, inflation is the top concern. In recent years, in order to promote
exports, our country has always tried to keep the inflation rate below 2%. But in the context of
the current unstable world since the pandemic and tensions in Asia, EU. Causing the price of oil
to increase sharply, the price of gasoline in Vietnam nearly touched the threshold of 33,000 VND
/ liter, causing the transportation fee to increase sharply, along with the price of essential goods
also increasing. Make consumers spend carefully during this time
- GDP: At the beginning of 2022, Vietnam is predicted by the World Bank to have a growth rate
of 5.5% this year. But with the rough sea situation in the world just a few months later, this
organization lowered our country's growth forecast to 4%. As of 2021, Vietnam's per capita
income is about 3,000 USD/person. However, with the current situation of inflation, the daily
cost of living is so high that the salary of workers has been adjusted to match the real life. It can
be clearly seen that after the blockade orders, Vietnam's economy is currently very weak, people
and businesses are exhausted. People need time to save and it will take a long time for spending to return to normal 2.1.3. Society
- Population: On average, in 2021, Vietnam will have more than 98 million people, in which
population density is concentrated in large coastal plains such as the Red River Delta and the
Mekong River Delta. The urbanization rate of our country is also high, currently the urban
population is 36.57 million people, accounting for 37%, while the rural population accounts for
63%. The population is mainly in big cities like Saigon, Hanoi, ... and there is a big disparity in
income. Where there are people there is a market, with a population about to reach the milestone
of 100 million people, Vietnam is a potential development market.
- Trend: Our country's economy is currently an open economy, so it also depends a lot on the
global economy. The war in Ukraine, or political upheavals in the region, make gasoline prices
fluctuate sharply, rising prices make domestic consumers exhausted after the pandemic. Due to
the inflation situation, many items have also skyrocketed, goods in supermarkets such as a
package of noodles have increased from 3,500 VND to 4,000 VND, or a bowl of pho has the
lowest price from 35,000 to 40,000 VND. Prices increase but wages do not, especially for low-
income workers, they will tend to tighten their spending, only buying essential products for the family 2.1.4. Environment
- Vietnam is a country with tropical monsoon climate. The temperature is year round, especially
in the central provinces, every year, there are many storms that cause large-scale floods. This
helps to make instant noodles strong because it is a convenient product with low cost.
- But the hot climate can also be a reason for consumers to cut back on instant noodles. 2.1.5. Technology
- In the world e-commerce has appeared for a long time and has become familiar, such as
Amazon in the US. But in Vietnam, it has only really developed in the last few years and it is
known that during the time of the pandemic, people who are blocked and cannot go out of the
market can buy things on Shoppe, Lazada, Tiki, ... Besides e-commerce, carriers are also racing
to develop such as Grab, Gojek, etc., making buying and selling more convenient for businesses and consumers.
- The development of the Internet, social networking sites are widely used by Vietnamese people
such as Facebook, Youtube, etc. Also become a means to help businesses promote their brands,
reach out, and survey. Or implement your Marketing strategies
2.2. Microenvironment analysis 2.2.1. Industry status
- According to statistics of the World Instant Noodles Association (WINA), Vietnam's instant
noodle demand is ranked third in the world with the consumption amount of up to 7 billion
packages of instant noodles in 2020, an increase of 29.5% compared to that of the world. with
2019. If calculated per capita, Vietnam ranks in the top 2, average consumption of 72 packages
of noodles/year, while in 2019 it is 57 packs/year. As for the growth rate in 2020, Vietnam ranks
first in the world with the percentage of people consuming instant noodles, increasing by nearly 30%.
According to the latest survey by market research company Nielsen Vietnam, during the
pandemic, the rate of domestic consumption of instant food increased by 67%. Currently on the
market there are about 50 companies producing instant noodles in Vietnam. The instant noodle
industry, including cup and instant noodles, achieved a revenue of VND 28,000 billion, of which
instant noodles accounted for 85% and the rest was from instant noodles.
- Although there are about 50 manufacturers in the instant noodle market, most of the market
share belongs to 4 big players, these are the names that we are very familiar with including:
Acecook Vietnam, Masan, Uniben, Asia Foods. These are the 4 names that are dominating the
instant noodle market with 84% of sales in the first 9 months of 2020 Acecook Masan Uniben Asia Foods Others 0.13 0.13 0.12 100% 90%0.12 0.11 0.1 80%0.17 0.16 0.15 70% 0.27 60%0.22 0.24 50% 40%0.37 0.37 0.35 30% 20% 10% 0% 30/12/2020 30/12/2020 1/9/2020
Figure 2. 1: Market share of instant noodles production in Vietnam
- In addition to familiar brands, the Vietnamese market of nearly 100 million people has also
become an attractive piece of cake for many international brands that are penetrating the country,
taking advantage of incentives from FTAs, and competing with other international brands. domestic enterprises.
- With the variety of products, the Vietnamese market has many types and prices from low to
high. Ranging from 3,000 VND to 30,000 VND for consumers to choose from 2.2.2. Competitors - Masan: This group is considered the main competitor
and has the potential to take the top 1 position in the market share of Acecook. Competitors are now rising strongly when their market share increases from 21.6% (2018), to 27.2%
(2020). Masan's strategy in the instant noodle industry is to
target the high-end segment led by Omachi instant noodle brand, Masan's goal is to
Hình 2. 1: Thương hiệu mì Omachi của Masan
Figure 2. 2: Masan's Omachi Noodle Brand dominate this segment.
According to a survey by Kantar Worldpanel, About 98% of Vietnamese household use at least
Masan products. In which, Omachi instant noodles belong to high-end segment with 45% market
share, is the best – selling brand in supermarkets, convenience stores and the best-selling bowl of
noodles in the country. Not only in the high-end segment, but also in the mid-end segment,
Masan also has a famous brand that is the best selling Kokomi in the North market with 41.5%
To achieve such a strong advance in the instant noodle market, Masan has hired a team of
experts from Korea to research and release new products continuously. Besides an effective
marketing strategy, since 2011 Omachi noodles have appeared on television in association with
famous stars such as My Linh, Ngoc Trinh, Bao Anh, Ninh Duong Lan Ngoc,... to help the
brand. This brand of Masan builds an image. And to be able to bring the image of its instant
noodle brand to the market, in the hands of Masan Group, Masan Group also owns an arm that
connects the modern store system VinMart and Vinmart Plus. Merged from the end of 2019, with
a large number of stores, this is a beneficial tool in distributing products to consumers. Masan's
products are displayed in beautiful locations on store shelves, where it is easy to attract consumers
Exploiting distribution network and pricing strategy is the most effective way to increase sales
of Noodles. And Masan has two important tools in his hand and has extensive coverage
- Uniben: different from Masan entering the high-end
Hình 2. 2: Mì 3 miền của Uniben Figure 2. 2: 3 Miền noodles
segment in the instant noodle ma
areas will be limited and gradually move to rural areas because rural areas account for 70% of
the country's population. Therefore, Uniben entered the mid-range segment with the famous
brand of 3 Mien noodles with the price of only 3,500 VND. There was a time when the 3 Mien
noodle brand was a direct competitor Next to Acecook's Hao Hao in rural areas, when the market
share of this brand is equal to or just behind Hao Hao. But with the strong rise from Masan,
Uniben has also gradually lost its market share in recent years, in 2018 accounted for 17.2%, down to 14.9% (2020).
- Asia Foods: This company is famous for its brand of Red Bear noodles. The company's strategy also targets the mid- range segment and focuses on
rural areas. As one of the four giants of the instant noodle industry, Asia Foods has manufacturers distributed
across three regions. In addition to targeting rural areas, Asia Foods also has a source of revenue when the company says it is holding more than 50% of the market share of instant
Hình 2. 3: Mì Gấu Đỏ của Asia Foods
Figure 2. 4: Gấu Đỏ noodles
noodles in Cambodia with the Red Bear brand. Currently Asia Foods currently accounting for
about 10.1% of the instant noodle market (2020), Asia Foods' gross profit margin is quite good at
26%. Compared to Acecook or Masan, Asia Foods is somewhat silent on the media front.
However, the data shows that this company does not seem to be out of breath and still maintains
its position in the countryside.
- Other brands: besides the big players in the market, there are other instant noodle brands with
legendary names that most of us know as Colusa – Milike
+ Miliket: is a brand that appeared the earliest in Vietnam, once dominated the domestic instant
noodle market. But now it makes many people regret the legend of two shrimp noodles Miliket
holding 90% of the market share, now only retains a market share of 4%, once famous, but now
this company's products are lacking. absent from the kitchen counter of Vietnamese people,
making room for those who come later. However, Miliket still aims to be the cheapest product on
supermarket shelves, targeting popular stores and rural areas. This helps Miliket find a small
niche in the market, "nesting" in the race of big players like Acecook and Masan.
+ Vifon: Another name that shares the same fate with Miliket is Vifon, which is also struggling
to gain 2-3% of the meager market share with small businesses in the industry. In order to reduce
competition with domestic brands, this company has another strategy that is to divert production
of rice-based products such as pho and vermicelli instead of focusing on producing traditional noodles. Table 2. 1: SWOT SWOT Opportunities (O) Threats (T)
O1: The economy after the pandemic is T1: War between Russia and Ukraine. Leaves
difficult. The price of many consumer Ukraine with 20 million tons of food that
products has increased, consumers can choose cannot be exported. Russia is subject to cheap products instead
export-restricting sanctions, causing food
O2: Vietnam returns to a new normal, lifting prices, especially wheat and palm oil, to soar
the blockade orders. Allow production to T2: More than 30 countries concerned about return to normal
the war in Ukraine should ban or restrict food.
O3: The US and Western countries are trying However, it causes world prices to increase.
to bring Ukraine's food to the world market to T3: Supply chain disruption on a large scale, lower global wheat prices
global inflation. The high price of gasoline
causes the cost of input materials to increase,
many products are forced to increase in price to make a profit. Strengths (S)
S1: Acecook is a long-standing instant noodle company in Vietnam, with a reputable brand
trusted by many people. Hao Hao products are known to all ages
S2: Using Japanese production technology lines. High safety standards
S3: Diverse products with many flavors, cheap price
S4: Extensive distribution system, consumers can easily find Acecook's products
S5: Is the company that is leading in the market share of instant noodles
S6: There are 7 modern factories nationwide. Using automatic production line system can produce large quantity Weakness (W)
W1: Not focused on developing nutritional value yet
W2: Packaging design is not as attractive as other products in the same industry