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Plan for changing from sales orientation to customer orientation at malaya vietnam glass ltd master project in business and marketing management

commitment
In order to convert to the new orientation, it’s very important for any
company to change from the top management of the company because
they will be the main source propose all strategies and plans for
changing.. They will be the direct persons to instruct all Departments for
any strategies or plans that give the best results to the company. They
should follow up the report from the relevant departmenst about
customers’ satisfaction, and they must pay attention to customers’ ideas
or recommendation.
2. Step 2: Establish customers database system with all information as
follows:
-

Specific products

-

Annual volume

-


Distribution market

-

Potential products to be developed in the market in the next two
years.

3. Step 3: training the staffs
This is a necessary step for this change because the staffs are the
persons who will directly implement what the management decides
and will be responsible for all plan and strategies proposed by the
Management. In details, Sales staff will have a chance to join the
courses such as:-

Customer relationship management

-

Selling skills and customer service.

-

Skills to take care customers


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-

Handling complaints

-

Negotiation skill

4. Step 4: Re-organize the company structure to ensure that each
department implements its functions and responsibility in accordance
with the new Orientation.
5. Step 5: Recruitment for some missing positions in Customer
service.


This will be a very important step for MVG because this department
will be a connection between MVG and customers. This department
will be responsible for the following tasks:
-

Supply customers all information about price adjustment,
contracts, service, delivery and any other information related to
the company

-

Follow up with customer’s demand.


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Chapter IV
BUDGET & ACTION PLAN FOR CONVERTING FROM
SALES ORIENTATION TO CUSTOMER ORIENTATION
1. Budget
In order to convert to the new orientation, MVG will need to invest a big
amount of money for recruiting new staff, implementing new marketing
strategy with the new orientation….
Below is the budget cost for converting strating from 2011 to 2015.
 

 

  
Leadership  
strengthening

 
 1st year  

Training cost 
Research  competitors 
and customers  
Recruitement new 
employee; 
establishment and 
maintain of customer 
service dept and uphold; 
and annual total cost  

Customer conference 
Total 

 

 

2nd year 

3rd year 

   
192,000                  192,000             192,000 
   
4,545  
 4,545
 
   
7,000                       5,570                  5,570 

11,000 

9,500

   
31,818                    31,818 
   
246,363                 243,433 

9,500

             31,818 
           238,888

Unit: USD 
4th year 
   
192,000  

5th year 
  
192,000 

  
   
5,570  

5,570 

8,500 

8,500

   
31,818  

31,818 

228,888 

 
  

  

228,888 

2. Finance
Due to 70% market of MVG is domestics market; the company is expected to
have 25% of increment for local market.
Follow the marketing plan from 2011 -2015 and application of the new
orientation, the revenue of the company will be increasing every year i.e 31%
for 2011, and 15% for the other four years.


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Due to B2B model and the business line of the company is industry, the
marketing activities will be implemented in order to transfer the definite slogan
of the company and MVG will spend 8% of their cost for markting activities.
The below table will present the budget for marketing activities from 2011 to
2015
(Unit: USD’000)
2011

2012

2013

2014

2015

Export

2,708

3,114

3,581

4,118

4,736

Import

11,961

13,756

15,819

18,192

20,921

Local

22,337

21,328

27,853

36,232

46,227

Revenue

37,660
29,861

38,198
26,624

47,253
33,181

58,542
41,905

71,884
52,507

2,388

2,130

2,654

3,352

4,201

Total cost of
sales
Marketing
expenses

3. Concrete strategy plan in 2011
1st Q

Key

2nd Q

3th Q

4th Q

PIC

activities
Strenthen

 Visit

Annual

customer

customer

Customer

value

and

(key account

Conference

relationship

customers in
the
South

North,
and

Centre

of

Vietnam )
Production

Trial

run

new site

at Commercial

Production

run based on team & Sales
customer
orders

team


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Price increase

Price

New price General

due to high

policy for Director

inflation rate

customer

Sales/Marketing

and high cost

after

Team

for

moving to

raw

matereials.

the

new

Estimated

site,

the

new

ex-

increment

is

work price

10%.

can

be

decreased
5%.
Branding & Update

short International

all A

infomartion

marketing

on

activities

leaflet,

about

cataloge

and

Beverage

in forecast

for

company

November

the

of

history,

Budget:

2011 with new

business,

USD4,500

strategies.

site

location

and

other

interesting
information


Budget

: USD800
- Recruit CS

CS Dep &

Manager &

Manpower

staffs

Recruitment

Team

and situation

website, (video) on TV Food

products, new

Establish

the Marketing

exihibition on business

program

other

Update

year

and


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Chapter V

CONCLUSION
Generaly speaking, glass packaging is not a young business in Vietnam but
because the nature of the business, not many of glass packaging manufacturers
invest into this field. But it seems to be changed in the modern society like
nowadays, more people concern to environment and all products can help to
protect it. Because of those reasons, more and more foreign companies invest
to this field as they recognize it is a potential market.
In the future, it will be a big challenge to MVG because their competitor is not
only San Miguel Yamamura Hai Phong, but also Thai Glass Incorporation and
some other local manufacturers, especially can and plastics manufacturers in
according with the “take-home” trend of the consumers.
In summary, MVG will have to take fully five (5) steps as mentioned above in
order to change to Customer Orientation, and the most important condition of
this procedure is changing from the thinking of every staff in MVG. The
budget for converting is USD246, 363 for the first year and this budget will be
decreased right after this model come into effect with the expectation of
gaining back old customers and attract the new potential customers and incrase
the customer value so that customers always feel satisfied for choosing our
products.
However; this study also has some limitation. Due to the business is glass
packaging industry which is quite exclusive in Vietnam; there is a limitation on
competitors’ information. Moreover, all of the figures in this study are real
figures from MVG’s internal report or self research.
By analyzing and overcoming the weakness and threat; together with the
combination of strength and opportunities, MVG can be surely a leader in glass
packaging manufacturing in Vietnam, thanks to new technology and technical
support from new owners and ofcourse the new orientation also.



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