MINISTRY OF EDUCATION & TRAINING HOA SEN UNIVERSITY
FACULTY OF ECONOMICS & MANAGEMENT FINAL REPORT Topic:
THE SALE PLAN OF CHOLIMEX Class: 1093 Semester: 2232 Lecturer: PHAM MINH TUAN Group 5: Name Student ID Trần Tuyết Như 22013928 Phan Hồ Tú Quyên 22012104 Lê Thị Minh Phương 22009464 Nguyễn Thị Kim Ngân 22004557 Công Thị Ngọc Anh 22001257 Lê Hoàng An 22003152 Trương Tấn Sang 22008314
MINISTRY OF EDUCATION & TRAINING HOA SEN UNIVERSITY
FACULTY OF ECONOMICS & MANAGEMENT FINAL REPORT Topic:
THE SALE PLAN OF CHOLIMEX Class: 1093 Semester: 2232 Lecturer: PHAM MINH TUAN Group 5: Name Student ID Trần Tuyết Như 22013928 Phan Hồ Tú Quyên 22012104 Lê Thị Minh Phương 22009464 Nguyễn Thị Kim Ngân 22004557 Công Thị Ngọc Anh 22001257 Lê Hoàng An 22003152 Trương Tấn Sang 22008314 ASSIGNMENT TABLE Name Student ID Work Completion - Summary of articles - Revenue - Sales targets - Numbers of Trần Tuyết Như 22013928 salesperson A - Design PPT - Microeconomics Phan Hồ Tú Quyên 22012104 - Macroeconomic A - Chili Sauce Market - Resources at the company
Lê Thị Minh Phương 22009464 - Implement word A - Business strategy - Distribution system
Nguyễn Thị Kim Ngân 22004557 - Implement word A - Marketing support - Budget - Evaluate Công Thị Ngọc Anh 22001257 - Check turnitin A - Recruitment - Distribution Lê Hoàng An 22003152 - Check turnitin A - Company overview - Vision, mission - SWOT Trương Tấn Sang 22008314 - Design PPT A i
RECOMMENDATION OF LECTURER
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Mục lục
ACKNOWLEDGEMENTS ............................................................................... iv
LIST OF TABLE ............................................................................................... v
LIST OF FIGURES .......................................................................................... vi
INTRODUCTION .............................................................................................. 1
1. COMPANY OVERVIEW ............................................................................ 2
1.1. General introduction................................................................................. 2
1.2. Product ..................................................................................................... 2
1.3. SWOT ...................................................................................................... 3
2. ANALYSIS OF BUSINESS ENVIRONMENT ............................................. 5
2.1. Macroeconomic (PEST) ............................................................................ 5
2.2. Microeconomic ......................................................................................... 7
3. BUSINESS ACTIVITY ................................................................................ 8
3.1. Business strategy ....................................................................................... 8
3.2. Distribution ............................................................................................ 10
3.3. Revenue .................................................................................................. 12
4. BUILDING A SALE PLANS ...................................................................... 16
4.1. Build sales goals ...................................................................................... 16
4.2. Execution of sales activities ..................................................................... 24
5. EVALUATE .............................................................................................. 33
CONCLUSION ................................................................................................ vii
REFERENCES ................................................................................................ viii iii ACKNOWLEDGEMENTS
First of all, our team would like to express our sincere thanks to the member of Sales
Management - Phan Minh Tuan. He wholeheartedly supported us from the first weeks
to the last day of the course. Thanks to that, this subject is a bit easier for us. With a
teaching method that is easy to understand and often interacts with students, the
knowledge he imparts helps us to relate and apply it in practice, helping us in our future work.
Next, we also thank Hoa Sen University for creating a dynamic and practical learning
environment that helps us cultivate more useful knowledge and prepare for the future. iv LIST OF TABLE
Table 1: Cholimex sales target for 3 months in HCMC .......................................... 24
Table 2: Cholimex sales target by week in HCMC ................................................ 24
Table 3: Event process........................................................................................ 32
Table 4: Event budget......................................................................................... 33 LIST OF CHARTS
Chart 1: Cholimex Food revenue results 2015 - 2021 (source: VnExpress) .............. 13
Chart 2: Cholimex revenue in 2022 (source: Cholimex Food financial statement) ... 22 LIST OF DIAGRAMS
Diagram 1: Cholimex's distribution ..................................................................... 11 v LIST OF FIGURES
Figure 1: Frozen food of Cholimex ........................................................................ 3
Figure 2: Sauces of Cholimex ............................................................................... 3
Figure 3: Cholimex's competitor ............................................................................ 8
Figure 4: Cholimex hot chilli sauce ..................................................................... 12
Figure 5: Cholimex revenue and profit in 2021 (source: Cholimex Food's 2021 annual
report) ............................................................................................................... 14
Figure 6: Cholimex business results in the first quarter of 2022 (Source: Cholimex's
financial statements for the first quarter of 2022) .................................................. 15
Figure 7: Cholimex business results in the second quarter of 2022 (Source: Cholimex's
financial statements for the second quarter of 2022) .............................................. 15
Figure 8: Cholimex business results in the third quarter of 2022 (Source: Cholimex's
financial statements for the third quarter of 2022) ................................................. 16
Figure 9: Growth of the world chili sauce market (Global Chili Sauce Market, 2020)
......................................................................................................................... 17
Figure 10: Cholimex recruitment poster ............................................................... 19
Figure 11: Cholimex export market ..................................................................... 20
Figure 12: Financial statements for the Third quarter of 2022 (BÁO CÁO TÀI
CHÍNH QUÝ III NĂM 2022, 2022) .................................................................... 21
Figure 13: Cholimex recruiment announcement (CholimexFood tuyển dụng, 2022) . 25
Figure 14: Cholimex recruiment anouncement on vieclam24 (Tìm việc làm, 2023) .. 26
Figure 15: Cholimex product advertise from Bach Hoa Xanh ................................. 28
Figure 16: Cholimex exclusive distribution links for restaurants ............................. 29
Figure 17: Cholimex cooperate with TV show ...................................................... 30 vi INTRODUCTION
In order to bring success to a business, it is necessary to coordinate in harmony between
many different departments: Production, Packaging, Shipping,... Especially, Sales
Management plays an extremely important role. Sales Management - a course that
complements future managers in planning, directing and controlling personal selling,
setting sales goals and how to lead everyone achieves that goal.
After 15 lessons, under the guidance of Mr. Phan Minh Tuan, our group chose Cholimex
to do the final project. It will include: Overview of Cholimex company, Analysis of the
business environment of the enterprise, Business activities, Development of future sales plans,... 1 1. COMPANY OVERVIEW
1.1. General introduction
Cholimex Food Joint Stock Company was established on April 15, 1981 with the
predecessor company being a direct import-export joint-stock company in District 5.
After nearly 42 years of establishment and development, Cholimex has become a
leading producer, processor, and distributor of sauces, condiments and value-added
frozen foods with a diversified product chain that meets the needs of customers, fully
meeting national and international food safety and hygiene standards. In line with the
widespread consumption needs of the domestic and export markets. ❖ Vision
- Become the leading and prestigious food store of consumers in Ho Chi Minh City.
- Efforts to diversify civilized and modern retail models.
- Strengthen strong ties with users and the community. ❖ Mission
- Meeting the needs of consumers for clean food.
- Bringing customers convenience, safety and added values.
- Contributing to improving the quality of life. ❖ Core value
- Always create and innovate to achieve professionalism and perfection.
- All activities are always towards the social community. 1.2. Product
In Vietnam, not only professional chefs but also family meals are very familiar with
Cholimex products. In addition to natural raw materials, distilling essences from fresh
agricultural products along with building quality management systems that meet
international standards: ISO 9001, ISO 22000, BRC…, Cholimex Food always upholds
Focusing on the taste of users, the Company has continuously researched and developed
a variety of spices, sauces to meet the needs of all customers.
Cholimex's products include 2 main lines: frozen products and sauces. 2
Usually sauces and dipping products include chili sauce, ketchup, black sauce, fish
sauce, soy sauce, oyster sauce, etc. Each type has diverse and rich flavors, making it
easy for diners to choose products. favorites for each dish. For example, chili sauce with
pungent, sweet and sour taste, soy sauce, ginger or chili sauce for typical Vietnamese
noodle soup, fish sauce has a pure type of 40 protein, 35 protein, 12 protein, water.
vegetarian fish sauce, instant fish sauce ... meet all the needs of dipping, mixing,
cooking in the processing of savory dishes as well as vegetarian dishes.
Figure 1: Frozen food of Cholimex
Figure 2: Sauces of Cholimex 1.3. SWOT ● Strengths
- The company has created a solid and positive right with lots of experience. 3
- The brand Cholimex has become more and more known. Relations with relative
foreign partners wide, close relationship and high reliability, reputable in transactions and payments.
- Have a good relationship with the authorities and domestic banking.
- Gain the trust of the two city officials as well as Customs Sub-Departments.
- Have strong financial potential
- Long-standing customer base and market
- Diverse products can help customers easily choose the right product
- Suitable for Vietnamese taste. Because of more than 40 years of operation,
Cholimex has carefully researched the taste of Vietnamese people, thereby
offering products with suitable flavors.
- There is a wide distribution system, helping consumers to easily buy Cholimex Food products anywhere. ● Weaknesses
- The business operation mechanism still has many cumbersome and inflexible
procedures to adapt to the market.
- The real ability to take initiative in finance is still low, heavily dependent on capital from outside.
- There is no dedicated marketing department
- Market research and competitor research have not been paid enough attention.
- Buying and selling transactions are often based on loyal customers and long- standing relationships.
- The capital is still limited, so it does not meet the investment requirements
according to the general development strategy of the company.
- Difficult to access high -end segments. Because the image of the popular brand
has been ingrained in the minds of the majority of consumers, this makes it
difficult for the brand to access high -end segments. ● Opportunities
- The State's economic and financial reform policies to support businesses. 4
- The Government continuously offers flexible solutions and policies to support
the economy in each period and has had certain impacts in recent times. The
system of preferential tariffs and import taxes is reduced compared to the past.
- The increasing demand of the people leads to an increase in the consumption of
the market. Consumption of spices increased due to changes in consumer habits. ● Threats
- The impact of the financial crisis and economic downturn is affecting on a global
scale. Mainly paying for imported goods in USD, the price going up and down
often affects the import and export.
- The fluctuation of interest rates on bank loans affects the import business of the company.
- More and more foreign companies are opening branches in Vietnam, importing
and distributing their own goods.
- Competition from rivals: The development market will come with increased
pressure from competitors. Currently in the spice market, Cholimex Food must
compete with many big men such as Masan, Knorr, Nestle, ... In addition, there
are smaller domestic businesses that are also thriving and putting great pressure.
- The trend of healthy eating, less salt, less spice. Increasing when science of
health develops, people are more aware of the dangers of too much salt
consumption. This has led to a healthy wave of eating, reducing salt, reducing
industrial spices. This is a big challenge for Cholimex Food. Because the
products of this brand are large, the spices increase the richness such as fish
sauce, soy sauce, chili sauce... (SWOT CHOLIMEX, 2014) 2.
ANALYSIS OF BUSINESS ENVIRONMENT
2.1. Macroeconomic (PEST) ● Politics
The political stability of our country is an environment that creates many favorable
business opportunities for businesses. This is the factor that has the strongest impact on
business performance. Each line of business has its own regulatory and legal 5
documents. The company must orient and operate in accordance with the constitution
and the law. Therefore, this change strongly affects the operation of the retail system.
Political factors have a close relationship with the industry. Stable politics will create a
favorable business environment
Due to the long-term effects of the covid pandemic from 2019, the Government of
Vietnam has tightened social regulations to control the epidemic situation and
stimulated supply with support packages such as tax reduction, extension of payment period, etc. tax,..
The year 2022 can be considered as a challenging year for Vietnam's economy and
society. In the face of rapid, unpredictable fluctuations and high volatility, inflation this
year increased rapidly and forced the government to tighten monetary policy. In 2022,
due to high global inflation pressure, the State Bank of Vietnam has adjusted interest
rates to match the international context and stabilize the macro-economy, which is a
positive thing this year.. (Bức tranh kinh tế Việt Nam 2022, 2022) ● Economy
Globalization and international economic integration have become one of the main
trends of modern international economic relations. Vietnam's economy has successfully
transformed from a low-income country to a middle-income country, while affirming
Vietnam's position as an official member of the globally integrated economy. Data from
the General Statistics Office shows that the total retail sales of consumer goods and
services in the first 6 months of 2019 reached VND 1,924.1 trillion, up 10.1% over the
same period last year, excluding the same period last year. price factor increased by
8.4% (higher than the increase of 8.1% of the same period in 2018). Too much growth.
Statistics from an Institute under the Ministry of Industry and Trade show that the
estimated sales of Vietnam's retail market alone in 2022 will reach 179 billion USD,
which opens up a business opportunity for many investors.
In 2022, despite many difficulties, Vietnam's economy still has remarkable things.
Thanks to government policies and efforts from businesses, the economy recovered and
achieved a high growth rate. GDP this year is estimated to increase by 8.02% compared
to 2021. According to a report by the General Statistics Office, for the first time,
Vietnam's GDP reached US$409 billion. Moreover, although in 2022, many major 6
economies still suffer from double-digit inflation, Vietnam still successfully controls
inflation. (Kinh tế Việt Nam khép lại năm 2022 với nhiều con số ấn tượng, 2022) ● Technology
Advances in technology bring modern machines and online shopping models. The
development of this model and the change in purchasing behavior due to the impact of
the epidemic forced businesses to change distribution channels, improve operational
efficiency and satisfy customers. Thereby achieving higher revenue.
Enterprises invest in automatic machines and equipment at stages to increase labor
productivity and save labor such as: block shrink film machine, automatic carton
packing machine, investment in freezing machine. ● Social
The income of Vietnamese people at the moment has increased more than before, the
demand for food is increasingly strict, and the purchasing power is also increasing. This
is an opportunity to expand the development of the retail business. 2.2. Microeconomic ● Customers
Currently, Vietnam has more than 26 million households. This is the target group that
consumes condiments and sauces regularly. To be able to put its products into the
kitchens of households, Cholimex Food must convince the people who manage the
cooking and kitchen. Therefore, Cholimex Food's target customers are mainly
housewives in the family. This group of customers are mostly women between the ages of 25 and 65.
In addition, Cholimex Food's marketing strategy also targets its target customers, which
are fast food brands and restaurants. This is also a very large consumer group.
● Top Main Competitors
Operating mainly in the potential spice market, Cholimex Food has a long list of
competitors. First of all, Masan - Cholimex Food's biggest competitor. Masan and
Cholimex Food are two big players vying for the leading position in the sauce market
share. Cholimex Food's marketing strategy needs to pay attention to research measures
to compete with Masan. Domestic brands such as Thanh Trung, Nam Duong, Ong Tay, 7
etc. are also formidable competitors. In addition, Cholimex Food's competitors also
have strong foreign companies such as Knorr and Nestle, which are also promoting the
construction of dipping sauce brands.
Figure 3: Cholimex's competitor ● Supplier
After 37 years of establishment and development, Cholimex Food has become a leading
manufacturer, processor and distributor of sauces - seasonings - sauces and frozen foods
with added value with a diversified product chain, meeting the needs of customers. fully
meet national and international food safety and hygiene standards, in line with the broad
consumer tastes of the domestic and export markets. In addition to natural ingredients,
refined from fresh agricultural products, Cholimex Food always focuses on the user's
taste. The enterprise continuously researches and develops a variety of spices, sauces
and sauces to meet the needs of all audiences. Products meet food hygiene and safety
standards such as: ISO 22000, BRC, ASC, KOSHER..., granted EU Code DL62,
eligible for export to the European Union (EU). 3. BUSINESS ACTIVITY 3.1. Business strategy ● Product Strategy 8
Products are the main factor to create the difference in the marketing strategy of
Cholimex Food. Though, the strategy that Cholimex Food is aiming for is to develop a
variety of product lines. The total product Cholimex Food is producing and distributing
are 113 products. There are 91 products which are in the convenient line of condiments
and sauces. The most diverse products are 22 types of chili sauce , 10 types of fish
sauce, 8 types of satay,..There are also 22 products in the frozen food group.
Product capacity is very varied, packaged in different volumes to suit the customers
needs. For example: Cholimex chili sauce products have 4 capacities and 2 different
packaging types such as normal 270g bottles, 270g glass bottles, 830g bottles, 2.1kg bottles and 5kg bottles.
However, the product packaging of Cholimex Food has not been appreciated. The
packaging style of the company is quite simple, not eye-catching, there is no obvious
difference between the product lines. Although in the new product lines, the appearance
of Cholimex Food has been more modern, but with the old product lines, there has been no change. ● Price Strategy
Cholimex Food is developing two different directions in terms of price strategy
Firstly, with products in the segment of Cholimex Food jars, people have the lowest
cost to maintain preferential prices. The price of Cholimex Food is usually lower when
compared to other brands such as Chinsu, Maggi, Knorr,... In the low price market, this
is how Cholimex Food helps itself maintain its brand position.
Secondly, the affordable product lines have low cost - fast consumption - low profit, so
Cholimex Food expands to higher-end segments with higher prices. Cholimex Food
develops many different product lines such as Ketchup Ketchup, High Protein Fish
Sauce, Natural Chili Sauce, etc - these products are priced at 2 times higher than similar
products in the low price segment. .
● Distribution strategy
In 2009, the product distribution model of Cholimex Food had a change of target.
Before the improvement, it must go through many different processes, a relative bottle
of Cholimex Food needs 1-2 weeks to reach the customers. After that, Cholimex Food
changed its distribution system based on Unilever's model. 9
Cholimex Food reduced the number of agents to ⅓, converting from an agent model to
a distributor - link to complete the distribution system. Cholimex Food sells products in
the uniformity price policy, supporting the management of lower distributors to handle
complaints. This model helps the product distribution process to be efficient, managed and reduces cost loss.
In addition, Cholimex Food has a very noticeable bright spot in its distribution strategy,
which is penetrating into restaurants and fast food chains - a stable distribution channel with huge consumption power. ● Promotion Strategy
In general, Cholimex's promotion strategy is quite simple, there are three main forms of
promotion strategy: advertising, promotion and public relations.
According to advertising, consumers do not often encounter Cholimex's advertising,
mainly done directly at product display points, marketing booths, through articles in the
press. However, this form is mainly done when there are important events, such as the
launch of a new product line or the opening of a factory. The second form of Cholimex
Foods promotion strategy is promotion. However, in fact, Cholimex focuses on
stabilizing and lowering prices, so there are very few big promotions, mainly small
promotions by supermarket chains themselves. Third, the public relations forms of
Cholimex Food are mostly in the culinary field, such as sponsoring competitions and
television programs about food. 3.2. Distribution
Cholimex Food has established a distribution system in 63 provinces and cities
nationwide, distributing through many popular channels such as markets, grocery
stores, Mega supermarkets, Coopmart, BigC, Aeon, Emart, Vinmart, etc. branded
Cholimex Food has been present in more than 30 countries in Asia, Europe and America
with value-added processed products entering leading supermarket chains in the world
such as Mark & Spencer in the UK, Migros, COOP in Switzerland, Auchan, System U
in France, Metro, Edeka in Germany, Trader Joe's in the US… 10 Cholimex Supermarket Distributor Agency Retail locations nationwide
Diagram 1: Cholimex's distribution
Penetrating into fast food chains and restaurants is a difference in Cholimex Foods
marketing strategy that competitors have not been able to do. When entering the
Vietnamese market, fast food companies have to make some changes to suit the habits
of Vietnamese people. One of them is the habit of eating fast food with chili sauce and
ketchup. In Western markets, food companies rarely offer dipping sauces to accompany
the food. Therefore, when entering the Vietnamese market, these brands are confused
when looking for partners to supply chili sauce and ketchup. Some brands choose
partners from Malaysia and Indonesia. However, this incurs additional shipping costs.
Cholimex Food is the only domestic brand chosen by fast food chains to sign a contract
to supply chili and ketchup products. According to information from Cholimex Food's
website, the company is currently a partner of companies such as Pizza Hut, Popeyes,
Jollibee, The Pizza Company, Subway, etc. With its strength in product diversity,
Cholimex has provided partners with products with diverse capacities depending on the
purpose of use. For example, with Pizza Hut, Cholimex offers 270g bottles for table
service and packs for takeout orders. KFC again uses a large bottle to extract into a
pump bottle to serve customers eating on the spot. 11
Figure 4: Cholimex hot chilli sauce 3.3. Revenue ● In 2021
Cholimex Food in the first half of 2021 made a profit of more than 95 billion VND, up
40% over the same period last year and completed more than half of the whole year
plan. The first half of the year recorded double-digit growth in revenue to VND 1.233
billion. The company reported a profit after tax of 95 billion VND after deducting
expenses, is an average profit of about half a billion VND per day during this period,
compared to the whole year plan of 2.500 billion VND in revenue and profit 184 billion
VND, Cholimex Food completed 49% and 52% respectively. (Tương ớt Cholimex mỗi
ngày lãi bình quân nửa tỷ đồng, 2021) 12