Improving sales performance of retail products at Quan Ha trading and construction private enterprise

Abstract

This thesis begins by addressing the symptom of low sales performance at Quan Ha, a company that has long been a supplier of civil construction materials. The research explores into the different challenges the company faces in adapting to contemporary marketing practices, identifying potential issues such as a poor shopping environment, ineffective customer service, uncompetitive pricing and a significant lack of digital marketing activities. Through a comprehensive approach involving surveys, interviews and literature review, the study reveals that a deficiency in marketing expertise is the primary cause leading to the lack of digital marketing activities. The thesis concludes by proposing targeted solutions, including hiring a marketing freelancer and optimizing product listings, with the aim of improving customer acquisition, retention, and overall sales performance in an increasingly competitive market.