Improving sales competencies: A study of G-Mex Saigon international clinic

Abstract

Golden Group is a large economic group with subsidiaries operating in different business fields. Its subsidiaries are called Golden Group’s P&L, which are independent profit and establishments. For example, G-Food is a chain of retail food stores; G-Garden is a real estate and housing business; G-Mex is a chain of hospitals and clinics providing medical services. Additionally, P&L clusters will cross-use services in Golden Group’s ecosystem. This report learns about G-Mex clinic in Saigon and focuses on B2B customers using health check-up service, as this is one of the clinic’s key services. The partner customers for this type of service are internal users (known as P&L customers) and external users. Besides, the season of periodic health check-up for corporates happened in the fourth quarter, with the peak was 2118 visitors in December 2020, of which P&L customers accounted for 54%. By the side of that, the number of written complaints increased 5.12 times when compared between the third quarter and the fourth quarter, and 87% of complaints came from P&L customers. This negative sign can have an impact on customer satisfaction, customer loyalty, brand image and reputation. Wherefore, in order to avert those intense consequences, “Shortage of sales competencies” is explored as an urgent problem and “Lack of partnering competencies” is the central cause that needs to be resolved. After appraising related things of two solutions like benefits and costs, the most appropriate solution for GSIC in this case is performing Sales & Operations Planning process combines for long-term plan and applying sales promotion dedicated to P&L customers for short-term plan. If the project is well designed and get the expected result, it not only solves the whole problem of GSIC for all time of the year, but also can create a smooth and good working environment. The project will start in July 2021 until the end of September; we wish the project would achieve the desired outcomes. In spite of limited time for researching and analyzing, the finding of this report is the Shortage of sales competencies, this can be considered as a small contribution to prevent negative symptoms.