Improve sales performance of product large automatic at Saigoncoop stores

Abstract

SC Johnson and Son Vietnam Company (SCJ), a global leader in household products, has experienced a decline in sales performance for its air care product, Large Automatic, within SAIGONCOOP stores in 2023, sales dropped from 843 million VND to 303 million VND in 2023. This thesis topic is to identify the root cause of this decline and provides actionable recommendations for improvement. Through qualitative research with in-depth interviews by facing discussion with 8 stakeholders (Customers, employees, and company management) in nine days, with each interview lasting approximately 30 to 70 minutes, and analysis internal and industry market research data. This study identifies insufficient support for the salesforce as the primary issue contributing to the decline in product LA's sales performance. Specifically, the research highlights that effective internal marketing is crucial when launching a new product. The sales manager should ensure that internal communications convey the product's benefits to consumers, customers, and the sales force. Maintaining regular contact with the sales force to address field challenges and providing comprehensive training, including market and industry trends, product benefits, competitive analysis, and best practices, are essential for enhancing the sales team’s ability to promote and sell product Large Automatic effectively within the SAIGONCOOP stores. To address this challenge, we recommend a hybrid training program combining on-site training workshops and virtual training modules. This approach will provide the sales team with comprehensive product knowledge, effective selling techniques, and a deeper understanding of customer needs within the SAIGONCOOP stores. By investing in a robust and engaging training program, the company can empower its salesforce to drive growth for Large Automatic and maintain its competitive advantage in the Vietnam market.