Poor performance of business development department at SUE Vietnam representative office

Abstract

This thesis, titled “Poor performance of the Business Development Department: A Case Study of SUE Vietnam Representative”, explores the root causes behind the recent decline in lead generation performance. The study identifies the central issue as the underperformance of the business development department. Through internal analysis and literature review, four contributing factors were examined: (1) workforce understaffing, (2) process misalignment, (3) lack of business model understanding, and (4) lack of sales skills. Among these, the lack of business model understanding - primarily caused by insufficient training on the new business model - was identified as the key issue. To address this, two alternative solutions were developed, with the aim of improving the business development department's capability to generate qualified leads. These solutions were evaluated based on their alignment with the company’s priorities, operational context, and desired timeframe. A brief qualitative interview was conducted with key stakeholders to assess feasibility and preferences. As a result, the solution “Implement on-the-job training program” was selected as the most practical and impactful intervention, particularly for delivering results within the next three months. The thesis concludes with a detailed implementation plan for the selected solution, aiming to strengthen the business model knowledge of the business development department. This study not only provides actionable insights for SUE Vietnam but also contributes to the broader understanding of performance improvement in business development functions within industrial service organizations.