Evaluation of sales activities of Song Nguyen Furniture Company Limited

HUE UNIVERSITY UNIVERSITY OF ECONOMICS

FACULTY OF BUSINESS ADMINISTRATION

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GRADUATION THESIS

SALES PERFORMANCE EVALUATION OF SONG NGUYEN FURNITURE COMPANY LIMITED

Student: Nguyen Thi Thuy Thu MSV: 17K4091123

Class: K51B Marketing

Instructor: Associate Professor, Dr. Nguyen Thi Minh Hoa

Hue, April 2021

Thank You

The final graduation internship is the process in which I learned, absorbed and trained myself with practical knowledge and at the same time summarized the knowledge that I had acquired at school during my time studying at the University of Economics - Hue University.

To complete this final graduation thesis, I would like to sincerely thank the teachers who have enthusiastically guided, taught and provided me with invaluable knowledge during my studies at Hue University of Economics. I would like to sincerely thank my supervisor, Associate Professor, Dr. Nguyen Thi Minh Hoa, for her enthusiastic help and support during my internship and the completion of this thesis.

I would like to sincerely thank the internship unit and the staff at Song Nguyen Furniture Company Limited for guiding and providing me with extremely meaningful practical knowledge for my future work.

Although I have made great efforts to complete this thesis as completely as possible, due to lack of exposure to practical work and limitations in knowledge and experience, it is inevitable that there will be certain shortcomings that I have not seen. I look forward to receiving comments from teachers so that I can gain more experience for future work.

Finally, I would like to wish all teachers good health and confidence to continue to carry out their noble mission. I wish Song Nguyen Furniture Company Limited to always operate effectively and that all employees in the company always be healthy and successful.

Thank you very much!

Hue, April 25, 2021

Student Nguyen Thi Thuy Thu

INDEX

THANK YOU i

TABLE OF CONTENTS ii

LIST OF ABBREVIATIONS AND SYMBOLS vi

LIST OF TABLES vii

LIST OF CHARTS viii

LIST OF DIAGRAMS viii

LIST OF FIGURES viii

PART I: PROBLEM STATEMENT 1

1. Urgency of the topic: 1

2. Research objectives: 1

2.1. General objectives: 1

2.2. Specific objectives: 1

3. Research object and scope: 2

3.1. Research subjects: 2

3.2. Research scope: 2

4. Research method: 2

4.1. Data collection method: 2

4.1.1. Secondary data collection method: 2

4.1.2. Primary data collection method: 2

4.2. Data processing method: 3

4.2.1. Secondary data sources: 3

4.2.2. Primary data sources 4

5. Topic structure: 5

PART II: RESEARCH CONTENT AND RESULTS 6

CHAPTER 1: SCIENTIFIC BASIS OF THE RESEARCH PROBLEM 6

1.1. Theoretical basis 6

1.1.1. Overview of sales and sales activities 6

1.1.1.1. Concept of sales 6

1.1.1.2. The role of sales activities 7

1.1.1.3. Objectives of sales activities 8

1.1.1.4. Characteristics of sales activities 9

1.1.1.5. Sales classification 10

1.1.2. Factors affecting sales activities 11

1.1.2.1. Macro environment 11

1.1.2.2. Internal environment 13

1.1.2.3. Working environment 16

1.1.3. Indicators for evaluating business sales activities 18

1.1.3.1. Plan completion target 18

1.1.3.2. Sales revenue 18

1.1.3.3. Selling expenses 19

1.1.3.4. Market share 19

1.1.3.5. Output of goods sold in period 20

1.1.3.7. Product consumption rate assessment criteria 21

1.1.4. Some sales policies of enterprises 21

1.1.4.1. Product policy 21

1.1.4.2. Product pricing policy 22

1.1.4.3. Sales service 23

1.1.4.4. Sales staff policy 23

1.1.4.5. Distribution policy 25

1.1.4.6. Store location and product display policy 27

1.1.4.7. Sales process 28

1.2. Practical basis 30

1.2.1. Supply and demand situation of the furniture market in Vietnam 30

1.2.2. Furniture market situation in Thua Thien Hue 31

1.3. Related studies and proposed research scale 32

1.3.1. Related studies 32

1.3.2. Proposed research scale 34

CHAPTER 2: EVALUATION OF SALES ACTIVITIES AT SONG NGUYEN FURNITURE COMPANY LIMITED 38

2.1. Overview of Song Nguyen 38 Furniture Company Limited

2.1.1. General introduction about Song Nguyen 38 Furniture Company Limited

2.1.2. Functions and tasks of Company 39

2.1.2. Business activities 40

2.1.3. Organizational structure and management apparatus 40

2.1.4. Human resource situation of Song Nguyen Furniture Company Limited 42

2.1.5. Business capital situation of Song Nguyen Furniture Company Limited in 3 years 2018-2020 45

2.1.6. Results of furniture sales activities at Song Nguyen Furniture Company 47

2.2. Current status of sales activities at Song Nguyen Furniture Company Limited 48

2.2.1. Analysis of the business environment for furniture products at company 48

2.2.1.1. Macro environment 48

2.2.1.2. Specific business environment 50

2.2.2. Sales policy at Song Nguyen Furniture Company Limited 51

2.2.2.1. Pricing policy 51

2.2.2.2. Product policy 53

2.2.2.3. Sales service 54

2.2.2.4. Sales staff policy 54

2.2.2.5. Facilities 54

2.2.3. Evaluation of the company's sales activities 55

2.3. Customer reviews of the sales policy of furniture products

Company 57

2.3.1. Characteristics of survey sample 57

2.3.2. Assessment of the reliability of the scale using Cronbach's Alpha coefficient 60

2.3.3. Customer feedback on the company's sales activities 64

2.4. General assessment of sales activities of Song Furniture Company Limited

Nguyen 70

2.4.1. Achievements 70

2.4.2. Limitations 70

CHAPTER 3: ORIENTATION AND SOLUTIONS TO IMPROVE SALES ACTIVITIES OF FURNITURE PRODUCTS OF SONG NGUYEN FURNITURE COMPANY LIMITED 71

3.1. The company's development orientation in the coming time 71

3.2. Some solutions to improve the company's sales activities 72

3.2.1. For product 72

3.2.2. For resources: 73

3.2.3. For pricing policy: 74

3.2.4. For distribution: 74

3.2.5. Marketing and communication policy 75

3.2.5. After-sales service: 76

PART III: CONCLUSIONS AND RECOMMENDATIONS 77

1. Conclusion 77

2. Recommendation 78

2.1. For Thua Thien Hue province 78

2.2. For Song Nguyen 78 Furniture Company Limited

REFERENCE LIST 80

APPENDIX 81

LIST OF ABBREVIATIONS AND SYMBOLS

Acronym

Symbol
Ltd.	Limited liability
Publisher	Publishing house
CLSP	Product quality
GCSP	Product price
CLDV	Quality of service
Customer Service	Customer care
Facilities	Facilities
TPP	Trans-Pacific Partnership Agreement
AEC	ASEAN Economic Community

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Table 1.1: Origins of policies in the research scale 36

Table 2.1. Human resource usage situation in 3 years 2018 - 2020 44

Table 2.2. Assets and capital situation of Song Nguyen Furniture Company 45

Table 2.3. Business performance of Song Furniture Company Limited

Nguyen 48

Table 2.4. Price of typical furniture products of Furniture Company Limited

Song Nguyen 52

Table 2.5. Typical furniture products at Song Nguyen Furniture Company Limited 53

Table 2.6: Sales performance evaluation criteria 55

Table 2.7: Results of Cronbach'Alpha coefficient analysis 61

Table 2.8: One Sample T-test on observed variables in “Product quality”

product" 64

Table 2.9: One Sample T-test on observed variables in “Product price” 65 Table 2.10: One Sample T-test on observed variables in “Service quality” 66

Table 2.11: One Sample T-test on observed variables in “Customer care” 67

Table 2.12: One Sample T-test on observed variables in “Delivery service” 68

Table 2.13: One Sample T-test on observed variables in “Facilities”

................................................................ ................................................................ ................................ 69

Evaluation of sales activities of Song Nguyen Furniture Company Limited - 1

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