Managing retail customers at Duong Minh Phuc Company Limited

Abstract

Recently, the financial statement of Duong Minh Phuc cO., Ltd has experienced a significant drop in the sales and has not shown any singal of recover yet. Athough there was a stability in the sales around 50 units over the year, the company still saw a dramatic fall in the sale in 2017. This circumstance is mostly due to the reduction of existing customers and the possibility of new buyer attraction. In order to discover the issues that DMP is facing, the survey about customer's satisfaction and thought has been taken. DMP had organized some meetings with Sales department, Marketing department and company CEO to research and analyze the survey's result. DMP has used the theory of Michael Porter referred to " Porter's Five Competitive Pressure" to determine the competititve pressure that the company is facing in recent days. After interviewing some potential consumers, DMP has found out some reasonable factors that made the sales in product reduced. The main reason is due to customers' dissatisfaction and the penetration of new substitues. Interviewers have complaint about the attitude of company staff as well as the promotion for old buyers. DMP has not focused much on makerting strategy when it comes to household cosumer segment; as a result, the existing customers tend to choose other distributors for the gas cylinder. However, the problem and cause itself may not correct and appropriate due to the limited Interviewer and the fluctuation of market. Because of the limited resources and time, DMP only interviewed some potential consumers, which may result in the subjective and there is no guarantee that answer to determine the whole problem of company is valid and reliable. Therefore managers of all department will analyze the problem and cause carefully and specifically to find solutions for each issues. The solutions will mainly focus on how to improve and develop the customers'service and marketing the product, espscially in trainning the staffs, promotion programs and has a straight plan for the future.