Enhancing sales online team retention strategy a case study of a fashion company

Abstract

To expand the market in Thailand in late 2024, a fashion company in Vietnam wants to strengthen the capacity of the Sales team, especially Sales Online Team. This thesis addresses poor internal communication within the Sales Online Team at K Company. Communication breakdowns hinder team performance and organisational efficiency. The Sales Online Team struggles with a lack of team connectivity activities, insufficient feedback mechanisms, and unclear communication channels, leading to high employee turnover, reduced productivity, and declining morale. The research aimed to identify the causes of poor communication, evaluate its impact on team performance and company growth, and propose solutions. A mixed-method approach, combining surveys, interviews, and a review of company documents, was used to gather insights from team members and management. The study identified limited team bonding opportunities, inadequate feedback processes, and ambiguous communication practices as key factors causing misunderstandings and inefficiencies. The research found that these issues significantly impact team performance, leading to high turnover overate at Sales Online Team. To address these challenges, the thesis proposes implementing clear communication channels. This involves a communication audit, defining guidelines, selecting appropriate tools, training employees, and continuously monitoring the strategy. A detailed action plan ensures successful implementation, with steps for assessment, execution, and continuous improvement. Successful execution is expected to improve internal communication, enhance team cohesion, boost morale, and align efforts with K Company's strategic goals, including a new store opening in Thailand by late 2024. In summary, addressing internal communication challenges is crucial for K Company's growth and competitiveness. The recommendations provide a pathway for enhancing communication, ensuring long-term success, and achieving the company's vision of becoming a leading fashion brand in Vietnam and beyond.