Declined sales performance in bunker trading: a case of indofuels Vietnam

Abstract

This research studies the declined sales performance at Indofuels Vietnam through comprehensive case study analysis, identifying critical organizational challenges and providing evidence-based solutions for management intervention. The study employs a qualitative case study methodology following Yin's (2014) framework¹, utilizing both primary and secondary data collection to examine complex organizational problems within their real-world context. Indofuels Vietnam experienced significant revenue decline from USD 3.05 million in 2021 to USD 2.1 million in 2024, representing a 31% decrease over three years. This research argues that while multiple factors contribute to the declined sales performance, inadequate client-centric systems represent the most critical and immediately addressable challenge affecting the company's competitive position. Systematic improvement of client relationship management will provide the most effective pathway to sustainable performance recovery. The study utilized a three-phase data collection approach conducted between May and September 2025. Primary data was gathered through semi-structured interviews with eleven key stakeholders². Internal participants included current and former employees, while external participants comprised representatives from highrejection-rate clients and key suppliers. Secondary data encompassed industry reports, company financial records, and regulatory impact assessments. Through systematic fishbone analysis and thematic data analysis following Braun and Clarke's approach³, the research identified six potential problems contributing to declined sales performance, then, confirmed inadequate client-centric systems as the root cause. The research demonstrates that poor client relationship management emerges as the highest-priority intervention area because it represents a controllable factor with immediate improvement potential. Client interviews revealed systematic feedback collection failures and inadequate buyer-supplier relationship protocols. While market instability significantly impacts performance, as confirmed by Li and Yip's (2023) research⁶, these external forces require adaptive rather than corrective strategies. This study provides evidence-based intervention strategies focusing on Customer Relationship Management (CRM) framework implementation, emphasizing systematic relationship management practices over technology-heavy solutions, positioning Indofuels Vietnam for sustainable performance recovery through superior relationship management capabilities that competitors cannot easily replicate. The research adhered to ethical principles including informed consent, participant confidentiality, and organizational approval as detailed in Section 2.3.