Poor Performance in Ho Chi Minh City at Hetero Vietnam

Abstract

In the competitive environment, many company push a lot of efforts to acquire and attract new customers through expensive marketing campaigns, advertising or giving a lot of bonus rewards, the expenses and costs also increase. Instead of put aggressive efforts to acquire new customers, maintain the existing customers or reduce the customer churn rate will increase organizational profits, increase purchases and reduce operating costs to services (3). The decline of customers using Sife-100 in 2020 compare to 2019 in Ho Chi Minh City at Hetero Vietnam is the symptom effecting the business performance of organization. By using qualitative and quantitative research to collect the primary data and secondary data, the main problem was identified as ineffective salespeople; the causes also were defined as the company lack of sales force structure, lack of personal selling training, and lack of performance appraisal impact to ineffective salespeople. Based on theories and opinion of Hetero’s key stakeholder, the solution will be explored to solve the root causes. The feasible action plan also was mentioned to implement the solution including the timelines, estimated cost and the department who will be in charge.