SAIGON BEER ALCOHOL BEVERAGE CORPORATION (SABECO)

SAIGON BEER ALCOHOL BEVERAGE CORPORATION (SABECO)

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INTRODUCTION

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MAJOR FINDING

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TASK 3

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3.1 Explain how sales strategies are developed in line with corporate objectives

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3.2 Explain the importance of recruitment and selection procedures

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3.3 Evaluate the role of motivation, remuneration and training in sales management

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3.4 Explain how sales management organize sales activities and control sales output

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3.5 Explain the use of databases in effective sales management

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TASK 4

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4.2 Investigate opportunities for selling internationally

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4.1 Develop a sales plan for SAIGON GOLD, which is product of SABECO in the
international market.

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4.3 Investigate opportunities for using exhibitions or trade fairs

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REFERENCE

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Saigon Beer Alcohol Beverage Corporation (SABECO)

INTRODUCTION
Consumers Vietnam has long been familiar with the brand of the General Saigon Beer
Company Beer - Alcohol - Beverage Saigon. 2017, Saigon Beer went through 142 years
of history origin, 40-year construction and development of the brand. From the 142 year
milestone, golden beer flows have and will always endeavor to preserve the continuing
long into the future, always exist in feelings of Vietnamese people are proud of
Vietnamese products.
Unique taste of Saigon Beer is crystallized produce of the fertile lands of the South and to
pride liberal spirit of Saigon, became an indispensable part of daily joys and sorrows of
life. With 2 beers bottles of Larue capacity of 610 ml and beer bottles 33 volume 330 ml
early takeover, so far, Saigon Beer has developed 8 product line is beer bottle Saigon
Lager 450 beer bottles, Saigon Export beer Special bottle of Saigon, Saigon Lager beer
bottle 355, 333 Premium beer bottles, beer cans 333, beer cans Special Saigon, Saigon
Lager beer cans full participation in the market.

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Figure 1: Details information about main product of SABECO
From modest level of output 21.5 million liters in 1977, after 39 years of development,
until 2016, Saigon Beer reached a sales volume of 1.59 billion liters, striving to reach
production levels of 1.66 billion liters in 2017. Until now, though the market has
appeared a lot of well-known beer brands in the world, but Saigon beer is still the leading
brand in Vietnam beer market and is on his way to conquer the difficult markets such as
Germany, USA, Japan, Netherlands etc.

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MAJOR FINDING

Task 3
3.1 Explain how sales strategies are developed in line with corporate objectives
 Vision to 2025
Develop SABECO to become the leading beverage industry group in the country, having
position in the region and international
 Mission
+ Sector development Vietnam's beverage par world
+ The culinary culture of the Vietnam
+ Improving the quality of life through the provision of high-quality beverage products,
safe and nutritious
+ Beneficial practical for shareholders, customers, partners, employees and society
 Corporation Objectives
+ The specific objective is to produce 1.85 billion liters consumed on, up 8% compared
to the year 2017 with the market share increases 50%
+ Sabeco aims to increase 42-43% market share in the affordable segment, the premium
segment also encroached few%.
(Sabeco products currently concentrated in the affordable segment of about 40%, and
20% in the midrange)
+ Target for 2018 with total revenue of 35.981 billion (increase by 14%), profit after tax
of 4.806 billion (increase by 5%).

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Figure 2: The future plan of Sabeco (INFORMATION DISCLOSURE SAIGON BEERALCOHOL-BEVERAGE CORPORATION, 2017)
 Sales Strategy: is emphasized that which belongs to the corporate level in the
phases of market segmentation, targeting and positioning. Moreover, sales strategy
characterizes who the firm sells to, what the client offering is, and how the
offering is finished. A successful sales strategy characterize powerful yet effective
sales processes that convey the correct products/services to the correct clients

(Andris, Prabhakant and Sally, 2004)
As of 30/6/2017, Sabeco has 4,649 employees, with 820 employees are from parent
company. Moreover, besides the 4,649 employees, Sabeco also have 3,500 employees in
selling and marketing team.

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Figure 3: The amount of employees of SABECO expected to sales and MKT teams.
Entering 2018, the beer industry is still facing many challenges such as fierce competition
with other rivals as well as pressure to expand market share. Therefore, the orientation of
Sabeco in 2018 is to build trading strategies in long-term, build strategies for marketing
and sales, build a financial plan to ensure that the activities of the company is continuing,
focusing on personnel training highly qualified (Sabeco.com, 2018). The specific
objective is to achieve 50% market share and sales volume over 1.85 billion liters. In
which the volume of production and local consumption continue to be promoted, the rate
of product must be shipped across the gland is minimized to the maximum extent.

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Looking to the past, Sabeco has increased investment in marketing as advertising
expenses and promotion from around 2% of net sales up 3.6% in 2014. However, the
campaign was not effective. Flat sales volume and market share lost in 2014 has forced
the company will face increased outsourcing from companies specializing in marketing in
2015. These efforts are beginning to yield effective sales volume growth Sabeco
acceleration achieved in 2015 by 10.2% compared to 2014, and up 11% in first half 2016
compared with the same period in 2015, thereby regaining market
share. (Marketingchienluoc.com, 2016). However, until 2017, the market share of only
40% SABECO.

Some policies SABECO made to order to increase sales:
First, restructuring the distribution system by strengthening the control
Second, partition consumption (to avoid overlapping) to implement the program
synchronous consumption by region.
Third, investment in developing the sales team, consolidating images Saigon beer
fresh, friendly consumers. (INFORMATION DISCLOSURE SAIGON BEERALCOHOL-BEVERAGE CORPORATION, 2017)
In Saigon Beer, each brand of beer (as Saigon Special, 333, Saigon Lager ...) are track,
manage, and build its own strategy. Every year, corporations build a common
strategy; under common strategies with marketing strategies. Based on these two
strategies, the individual in charge of the brand building action plans to achieve the
objectives of the trademark. Besides, I think the current Sabeco has a market share of
relatively large segment of the average price level will unlikely increase, when many of
the same industry are also strategic foothold in the segment this potential. So, here I will
point out the activities of sales personnel with the "Saigon Special"-agent of successful
yeast (accounting for 6.8% of the current market share of Sabeco) contributed to the total
companies achieve common goals.
For the target of boosting market share and sales volume reached 1.85 billion liters of
Sabeco, the salesman had been well trained in the marketing process as well as its sales,
based on the following factors:
 Target customer:
- Class of young, dynamic and successful people to express personality, asserting itself
(CiaoSaigon.vn, 2017)

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"With a core philosophy: you're different - you succeed, and Saigon special part that's the
difference"
 Performances:
Sabeco has succeeded in launching products with special Saigon welcomed by

customers, the reason is because there is SABECO deep understanding of Vietnamese
tastes.
However, Saigon Special which is positioned as beer more advanced, beers for young
people, but in the minds of consumers, the "Saigon blue collar dwarf" is still just a beer
with slightly upscale, can be considered as belonging to the segment average. Besides,
the forgotten factor "mentality foreign things" consumer Vietnam as well as the design
is not eye-catching, especially for the high-end consumer when purchasing any products
what are highly emotional value that the product brings. These are powerful influence to
dominate the market of Saigon Special in the premium segment. (Minh Thong, 2015)
So to be able to regain market share from greater brands such as Heineken, then the
knowledge is no longer as important. For example, New Coke is obviously better than the
traditional type of Coke and Pepsi, but still failed quickly. That indicates that the current
marketing is a battle of perceptions, not products of war anymore.
Although SABECO have a reasonable strategy to conquer the premium segment. But
if they can understand more about the psychology of customers and consumers when they
are selecting premium segment products, then occupying the majority of Vietnam beer
market share is entirely possible.
3.2 Explain the importance of recruitment and selection procedures
To achieve the objectives of Sabeco in 2018, then SABECO oriented to build trading
strategies in long-term, build strategies for marketing and sales, build a financial plan to
ensure that the activities of the company is continuing, focusing on personnel training
highly qualified so, in fact, the recruitment and selection plays a very important role in
the classification and selection of the candidates merge with each position
Sabeco. According to yourbusiness.azentral, wrote that this process acts as a filter of the
company to choose the candidates loyal, flexible and best suited to the position that the
company requires. Apply these theories in the case of Sabeco, to achieve its objectives,
the company must make a certain number of criteria in order to form a detailed process of
recruitment and selection.

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First and foremost, Sabeco has launched a recruitment process and selection for the
position of sales includes 7 steps to find the most suitable employees, and helped
SABECO achieve common goals.
Process
Job
analysis: is
a
systematic
way
to
describe
how a job
is to be
performed,
as well as
the tasks
that make
up a job.

Explanation
Job
Job Title
Description
: a written
document
Working
that spells
Location

out the job
relationshi
ps
and
requiremen
ts
that
characteriz
e
each
sales
position

Salesperson
Saigon beer-alcohol –beverages corporation and
companies related to Saigon Beer-AlcoholBeverage Corporation including both joint
ventures and associates and subsidiaries
companies, with headquarter in 187 Nguyen Chi
Thanh, Ward 12, District 5, Ho Chi Minh City
Salespeople at SABECO work alone. Sales people
employed by SABECO are dependable not just to
send data about the organization, the items to
customer, yet in addition to get input from
customer.
Followed according to the job description I
mentioned above consists of 5 steps.

Job
Summary

Structure

Working process as well as reports has to be
submitted directly to Sales Department.
Based on the following form

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(Quang Vinh, 2018)
Working
conditions

Salaries

Working hours: 48hours per week
-Competitive and based on their performance +
commission.
-Recommended compensation:
+Motorbike.
+Holiday trip.
-Recommended incentives:
+Commission
+Recognition and honors.
+Cash awards
(Scribd, 2018)

Training

Job

qualification Qualification
: Aptitudes,s
skills,
knowledge, Requireme
and
nt

-Training course: selling, communication,
listening, and feedback skills.
(Kirin company- a Japan company supports
sending Sabeco employees to Japan to train some
industries included sales for excellent sales staff)
- At least get a high school degree
- Sabeco highly appreciates candidates with
bachelor or master degrees, however, we truly
need those who can bring more sales.
- Understanding the software about business
support
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personality
traits
necessary to
perform
a
job
successfully

Notification

- Have experience on similar position for 2 years
- Information technology: office computer
proficient (word, excel, power point etc.)
- Good communication, able to work
independently,
team
Work
planning
and
targeting
- Skill of synthesis, analysis, reviews and reports
- Difficult, challenge: the work pressure, travel far
when
required
- Age: under 35 years old with good health
- Proficient English skills and proficiency in other
languages to converse with foreign customers.
(Sabeco-Tuyen dung lao dong, 2018)

Assessmen
t

- Reach personal expected sales targets
- Increase the number of consumers at point of
sales
- Increasing added the presence of brands
- Improved display and image signs
- Direction of sale for importing goods in
accordance

online
- Consultant to change the scope of business
matching
- Attract expected number of new customers.
- Recruitment notification will be announced on,
Sabeco’s official website and mass media such as
TV channels, magazines and newspaper.
This is one of the main key functions of The
Administration — HR Department of Sabeco:

Application screening

- The staffs from Human Resource (HR)
Department assigned to read all application forms
- Screening lasts for 1.5 weeks

Interview

- The senior managers from The Administration
— HR Department will be mainly responsible for
the interview. (maybe have others senior from
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others dept)
- Besides, listen and note to candidates’
expectations to work for Sabeco carefully.
- Prepare unexpected questions for candidates for
deeply understand candidate ability

Test

- Discuss with the candidates about the case study,
take attention to their sales solution in different
visual case as well as real case, and how sales
react wisely will be priority in the last results.
- The examination has two parts: the first round of
inspections of players personal work ability. The
second part is the inspection team work skills.
- Any of the candidates do not meet the conditions
of the test will not be recruited.
In this step, candidates have big opportunities to
show their soft skills instead of hard skills them
shown in the CV

Reference checking

- The staffs from Sabeco’s Sales Department and
HR Department are in charge of checking the
reference.

Follow-up

- For saving time, results will be announced by
sending email to only who pass.

- Reply from candidate must be within 7 days,
otherwise, Sabeco will disqualify the result.
The selection and recruitment are strongly vital for Sabeco aim their objectives. Because
of sales employees are the core workforce to help them reach not only needs, demand of

customers and consumers, but also increase awareness and expand Sabeco brand. Hence,
Sabeco was successes to keep their employees without any thoughts of leaving.
3.3 Evaluate the role of motivation, remuneration and training in sales management
1. Motivation
For any organization, motivating employees is essential. Motivation is mental or physical
involvement in encouraging and motivating people to work better.

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Motivating employees can increase productivity and improve quality. Because when
employees are motivated, they will feel more comfortable, mentally motivated and work
harder. According to Anne M. Malcachy, "When employees are motivated, they will
believe that the manager considers them to be a complete person, not just an employee.
Satisfy employees just like customer satisfaction. "
In case of Sabeco, the manager understands the importance of motivation and does well.
Sabeco has relied on Maslow's hierarchy of needs for motivation and, in particular, on
level 1: Physiological and Level 4: Esteem. In order to satisfy and motivate the
employees, Sabeco focuses on the basic tasks such as creating a friendly working
environment, comfortable spaces, appropriate salary and bonus, etc.
For Sabeco, motivation is divided into two aspects: extrinsic and intrinsic.
+Intrinsic: Compliments is one of the things that motivates you. People always want to
receive compliments. So, for the managers of Sabeco's sales staff, after the staff
completed the task, give them the sincere compliment. This will help them to make more
effort, hard work and good work done in the future.
+Extrinsic: In addition to mental stimulation, motivation also arises from external
material. For any employee at work, they pay close attention to salaries and bonuses. So,
for Sabeco, their bonus policy is based on the employee's ability to work and what they
did for the company. Each person has different circumstances, so the company has many
incentive policies to satisfy employees, motivate them to work. There are employees who

are financially rewarded as cash, gifts, etc. There are employees who do not have
financial problems, but they want to be recognized for their ability and contribution to the
job. Therefore, for salespeople who achieve sales exceeding their sales targets, they get
the "Employee of the month" certificate and get the recognition of other employees and
superiors. In addition, these certificates will also help their future work.
For Sabeco, the promotion activities for employees are divided into tangible and
intangible:
+Tangible: Cash rewards or trips, homes, and cars are great rewards. Therefore, those
who receive this award must of course have valuable contributions to the organization.
Most of these people are in direct management. However, the rewards of great value will
make the staff feel pressure and will work hard to be worthy of that reward.
+Intangible: The spaces and activities around the company will invisibly affect the
employees. Sabeco creates motivation for its employees by creating a friendly, clean and
safe working space. People will feel more comfortable and productive. In addition, the
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rules and principles of working in the company are also part of that special staff. For
example, with open, creative leadership and management style, openness will make
employees feel less constrained and have more creative ideas. For Sabeco, training
courses are a great way to motivate employees. When employees are selected for training,
they will feel that they are more capacity to develop and that the company is paying
attention. Training is an opportunity for staff to improve themselves and develop skills.
Therefore, they will consider it a great encouragement
2. Remuneration
+ Monetary
Basic contracted salary , bonus and commission are three factors which belong to
Remuneration. Remuneration is a way so as to pay and compensate for the staffs
(Investopedia.com, 2016)
+ Basic contracted salary : As you know, Sabeco is a famous group, so that Sabeco

increases the basic contracted salary which depends on the staffs’ ability . Additionally,
Sabeco uses the contracted salary to create motivation for the staffs who get productivity
and sale more products as well as attract more customers. On the contract, If the staffs of
Sabeco do not gain revenue which the company requires, they will not receive the enough
salary.( Sabeco.com,2017)
+ Bonus : As noted above, if al staffs work to gain the revenue, they will recieve the basic
contracted salary. However, in each business, there are a lot of staffs, so that between the
employees certainly happen the dissatisfaction and Sebeco is not also exception. For
example, with a sales person in Sebeco , he receive the average fixed salary 5 million
VND. Nevertheless, another important thing is that each company wil have the excellent
ways to attract more customers than others and they get the revenue for company more
than the expectation of company. In this situation, if the company treats them like others
who only follow enough revenue of the company’s requirement , it is not fair with them.
That leads to the employees feel dissatisfied. Maybe, they will leave the job and find a
job to deserve with their effort . Therefore, besides rewarding employees with excellent
performance in money, Sabeco also rewarded money by offering travel for the employees
. (Sabeco.com,2016)
+ Sabeco applies the policy to sales staff. If one month's total sales revenue is 20% then
the employee will receive the commission. This is a very useful way to motivate
employees and increase productivity.
+ Non-monetary
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Outstanding employees have been rewarded with money, however, Sabeco employees
still want to be recognized for their skillful sales by spiritual value. According to
trinet.com,2014 , there are 5 non-monetary benefits.
Therefore, Sebeco awares of the benefit of non-monetary, so this company can apply
some non-monetary to motivate for their employees .
+ Award ceremony for excellent staff: It is a very useful way to record the performance of

excellent employees during the month, in each quarter and a year. Excellent staff will be
named and stand in front of the whole staffs of Sebeco receive the excellent staff
certificate. It is considered to be a great encouragement for the staff to continue to work
harder. (Sabeco.com, 2017) Here is a sample of the certificate.
3. Training programs
Investment in extensive training programs is Sabeco's goal. If Sabeco sees the potential
for future growth of employees, they will be willing to provide and invest in training
programs to improve their skills. Employees who are recruited into Sabeco have to
undergo rigorous selection rounds, so most of the employees are highly skilled.
Therefore, Sabeco should open more extensive training courses to help employees
cultivate and improve knowledge and skills. When equipped with the knowledge and
skills, employees will easily face difficulties in the future.
For the sales staff, the rest time with them is really lacking. For example, in a month, they
have to spend time to meet customers, introduce products and run sales. This leaves them
no time for themselves to rest or have fun with their family. Therefore, for sales staff,
rewards for them are reasonable rest periods or short-term family trips. These things will
give them more motivation and work better.
In addition, Sabeco always focuses on organizing activities for the children of all
employees in the company. It is essential because if their children are treated well, they
will have more motivation in their work. Every year, Sabeco organizes moon festival for
children of all employees (Sabeco.com, 2017)
=> As a result, Sabeco carried out a survey for employees to listen the employees’
opinion, then Sabeco will choose the suitable reward for the employees
3.4 Explain how sales management organize sales activities and control sales output
1. Organization sales activities by structure
(Chandrasekhar, 2014)
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+Territorial organization structure: Geography-Based Sales

A geographically focused sales team is extremely common and powerful in specific
industries. The concept is that if salesmen specialize in a specific zone, they can scour it
completely and comprehend its workings. The sales approach to deal with a rural group
can be altogether different from an inward city zone or a country town.
Sales based on geographical allow sales staff a better understanding of the markets they
are managing and developing the appropriate approach to that area. Moreover, it can also
prevent cases sellers collide if the map and the territory of each person are clearly
defined. Some industries use this method successfully as direct sales of cosmetics,
telecommunications, print ads and HR.
+Product organization structure: Product-Based sales
Sometimes, specialized knowledge is the way to go. Having salespeople become experts
in a specific product or product line can make them stronger sellers. This is especially
true with products that are highly technical or which are sold to professionals.
For example, for the sale of medical equipment, it requires a salesperson to have a deep
understanding of their product. Because the doctor if there is demand for these products,
they can make the complex question of expertise, technology, and the functionality of the
product. So, ask the salesperson to understand how the product works and how to install
products as well as fixing some simple errors.
+Customer organization structure: Client-Based Approach
Arranging your sales efforts around your clients is another valid approach to sales force
design. In some industries, different types of clients have very different needs. For
example, in the field of health insurance, the sales process for a large company is much
different than a small business local, or sales to customer segments over 35 years old and
customer segments under 20 year old customer segment is two completely different on
both demand and psychological purchase. Salespeople achieve the best results when they
become experts in a specific customer, and this encourages them can easily develop sales
techniques appropriate to each specific target.
Another advantage to a client-based approach is that clients often feel like they have
more of a relationship with their sales representative and get the sense of greater
customer service since the sales effort is designed around them.

+Complexity organization structures: Mixes

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Sometimes organization develop a hybrid of these approaches. For example, one sales
team might cover large business in a particular geographical region and other small
business in that same region. There can be many positive results from this form of
specialization.
However, managers need to develop clear definitions of both the geography and the
company size.
+In case of Sabeco
According to the information which shared by Mr. Quang Vinh who is a salesman under
the Business department of commercial joint stock companies Tay Nguyen Saigon beer, I
realized that Sabeco used the organization sales activities by mix territorial organization
structure with customer organization structure. Then, I will show the example as evidence
below.

Figure 4: The structure of level in sales of Tay Nguyen beer Company
Looking at the diagram above distribution of Saigon Tay Nguyen beer Company, we can
clearly see that the company sold products to the two units is the distribution channel
level 1 and supermarkets. There are 3 reasons to explain for this. First, these two units is
taken very large quantities. Secondly, the company only works with two units shall
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ensure fast and accurate. Third, companies do not have enough time to work with all
units to sell products. Therefore, these two units are obliged to sell to other small points.
Therefore, the job of the sales here is to work with all points of sales level 2, level 3
(point of sales level 2 pickup with a larger number of point of sales level 3), pubs and

restaurants, small grocery store, etc. Salesperson’s Sabeco be split along clear area to be
avoided bump into each other, in the absence of clear area under their management, the
sales staff may be working with a point of sales. Sabeco sales staff, will provide an
intersection of the point of sales in areas under their charge. They will have to direct the
store in the list to gather information and carry goods introduced processes and product
sales.

Figure 5: The required zone for sales Sabeco product of Mr. Quang Vinh

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Figure 6: The example about the form for sales processing report in every single day of
Mr. Quang Vinh
Besides, Sabeco salespeople just have to focus on customers such as enterprises, small
private businesses locally, and a number of restaurants, small local eateries. This
indicates, Sabeco clear distinction of both geography and scale, the sales staff will be
easier to apply sales techniques to a specific target. Because salespeople have to direct the
point of sale to obtain marketing information as well as shop owners, so this will easily
help customers more cozy.

Figure 6: Mr. Quang Vinh and his customer are signing the contract with purchase beer
content.
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2. Control sales output
Sales output: shows the performance of a sales person, to see how that person does the
sales job and if they can make profit for the company. To make it measureable, we make
sales budget to evaluate sales person’s performance. Sales budget is the company’s sales

expectations in a period. A sales budget is normally displayed in monthly or quarterly
format, shows the annual sales information. In case Sabeco, keg and can monthly are the
dominant unit in the sales budget.
Sales force performance relation between sales force performance & overall performance
of organizations impact of effective sales force performance on the bottom-line.
Performance can be considered & evaluated in terms of behavior & outcome based
components. Criteria for measurement should be derived from job description of the sales
personnel.
(Kanchana, 2015)
Criteria for the evaluation of sales force performance:
+Qualitative criteria:
It measures about personal competencies of salespeople included: planning skills, team
work, aptitude & attitude, product knowledge, etc. Measurability leads to ambiguity shift
from planning skills, knowledge of company policies, and time management to
communication skills, ethical behavior & team orientation.
In order to be a great sales people, the soft skills is vital factors. Therefore, some major
qualitative criterions like: Sales skills, Technical skills, Interpersonal skills, Territory
management, Personality traits, Adaptability… which are treated as standard of appraisal.
+Quantitative criteria:
Mostly used and easier to standardize and implement. Quantitative measures can be
segregated into input and output measures. Input measures average number of sales calls
per day, ratio of sales cost to sales number of reports submitted by sales persons. Output
measures sales volume, sales orders number of new accounts, number of advertising
displays, gross profit obtained from new accounts.
+ Establishing of performance standards:
Models go about as a seat stamp and aides in assessing execution can be set up by a
business administrator independently or in interview with different salespeople. Number
of measures to be utilized is one of real choices and trouble associated with the weight to
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be given to each factor. Large organizations will have basic arrangement of performance
standards connection between input and output measures to be remembered while setting
standards.
+In case of Sabeco:

Figure 7: The table performance output for employees in monthly
The photograph above is provided by Mr. Quang Vinh-employee company's sales of Tay
Nguyen Saigon beer. He had shared that, how to assess the capacity of employees at the
company are based on Tay Nguyen Saigon beer sales monthly. It means that Sabeco is
applying quantitative criteria for salespeople with the sales volume output measures the
sales volume, sales orders number of sales’ points where employees are responsible for
managing their area.
According to the figures Mr. Quang Vinh share, salesperson will get indicators on the sale
of products for the area of each employee by Sabeco monthly. If it does not sell enough
staff targets set out, they will not receive full pay, and will be deductible as a percentage
of the initial lack of indicators. For Saigon Tay Nguyen beer companies, the only goal in
a month for a salesperson is 2,420 kegs/cans of beer to the total output of all products
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Sabeco (include Larger 450 bottles, Larger 355 bottles, Larger cans, Export 353 bottles,
cans Special 330, Special 330 bottles, 333 cans, 333 bottles).
3.5 Explain the use of databases in effective sales management
1. Knowledge management system
+Definition: According to Techopedia.com,2016 , “A knowledge management system
(KMS) is a system for applying and using knowledge management principles. These
include data-driven objectives around business productivity, a competitive business
model, business intelligence analysis and more.”
+Benefits: There are several benefits of the knowledge Management System (KMS).

Those benefits will be shown below:
Firstly, all workers in the business can access in order to system which relates to
management and business knowledge
Secondly, with KMS, it is necessary to develop new technologies and it needs to use in
the future
Thirdly, based on KMS, the staffs could find data and information which they are find
quickly
Moreover, using KMS will limited the minimum IT costs and improve the
communication between the staffs.
2. Customer relationship management
+Definition: "CRM or Customer Relationship Management is a strategy for managing an
organization’s relationships and interactions with customers and potential customers. A
CRM system helps companies stay connected to customers, streamline processes, and
improve profitability." (Saleforces.com, 2018)
+Benefits: By collecting and analyzing data on customer information, making these data
easy to share and easy to access, CRM brings many benefits to businesses. Easier
customer information management, more interactive assessment, easier collaboration
groups, accurate sales forecasts, timely reporting, etc.
3. ERP BRAVO 7 (ERP-VN): Enterprise Resources Planning
ERP stands for "Enterprise Resources Planning" is a model application of information
technology in business activity management, data collection, storage, analysis and
interpretation. An ERP solution integration, including software and consulting activities
with multiple functions is used for: management plans, costs of production or delivery,
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manage inventory and purchasing, marketing and sales, treasury management,
accounting, etc.
ERP software deployment, we get along at 3 products: one is "idea management", "two
software programs" and is "connected" media to build the system and process

management, operation of the system in an integrated computer network. With a unified
software system, multi-function links all activities of the business, from planning,
statistics, support to the audit analysis report output, and help for the operator or parts of
effective operation. ERP help management track smoothly, ensure timely response to
businesses before the changes of the external environment. In the world and both in
Vietnam we have a lot of big companies to successfully deploy ERP solution for the
active management of its business. Successful ERP implementations will save costs in
operating management, increase productivity, increase competitiveness and bring longterm benefits for the business (BRAVO, 2016).
4. In case of Sabeco:
Since 2013, the trust selected SABECO BRAVO partners provide software solutions to
manage the business. System management software business - solutions BRAVO 7 ERPVN is deployed at both the Corporation and the member units of SABECO nationwide
as: Brewery Center, Brewery Saigon - Cu Chi, company Limited Trading Services
alcohol - NGK Saigon JSC Binh Tay liquor, Beer JSC Saigon - Quang Ngai, JSC alcohol
Saigon - Dong Xuan ... The application software used in many parts departments such as
accounting, inventory, manufacturing, etc.
In units SABECO that BRAVO have already deployed the software, problems particular
management was resolved to meet the requirements of enterprises: Problem handling
bottles, shell boxes are stripped and distinction; Data in the unit easily track and create
reports and search information; delivery transactions is presented in detail, detail ... and
many other benefits that bring the software system for businesses. With the invaluable
support from BRAVO software solutions will contribute to increasing management
efficiency for the operations of SABECO, bringing businesses one day carried away on
the road to success (BRAVO, 2016).
Task 4
4.2 Investigate opportunities for selling internationally
 SWOT analysis of Sabeco in domestic market.
Strengths
Weaknesses
- SABECO as enterprises with large -Large amount of raw materials mainly
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market share, accounting for about 40%
market share refreshments Vietnam (2017)
-Sabeco always improving inputs, with the
best materials, ensure product quality, but
the price does not increase, and with a
strategic production targets where the
market right there.
=> Time products to consumers with the
fastest time.
-Advanced-technology production, staff
highly experienced staff.
-Distribution network covering all over
the country on the domestic market.
=> A major competitive advantage
Sabeco, with 24 factories producing beer.
Opportunities
-The market in VietNam is getting more
and
more
increased
- GDP in Viet Nam increases . According
to FinanceNewpaper.vn, 2018, Asian
Development Bank (ADB) has forecasted
that Vietnam's GDP growth will increase
to 7.1% in 2018,
=> people have more money for food and
drink
- There are a lot of restaurants and hotels

which are built up => open the
cooperation with Sabeco
-In Nigeria: These monopolies have been
challenged by the emergence of new
competitors in several African markets
such as: Ivory Coast, Kenya, Madagascar,
Rwsanda, South Africa and Tanzania
(beveragedaily.com, 2016)
=> Sabeco have highly opportunities to
join in this market.

imported from foreign countries.
= > affect costs and product prices.
-Products are manufactured in various
plants should have difficulty in managing
the synchronization of product quality.

Threats
- Viet Nam opens market and allows the
foreign company which can do business in
Viet Nam => the high competition
between Sabeco with foreign businesses
-In Nigeria: “90% of African beer market
is highly consolidated with four global
companies: SAB Miller, Heineken, Casted
& Diageo, and the markets have been
effective monopolies.” – Piyumika
Jayasena, analysis at Canadean, toad
Beverage
Daily

(beveragedaily.com,
2016)
-Beer is made from sorghum and maize,
flavored with cassava root, hibiscus, and
banana (Willcox, n.d.)

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 SAIGON GOLD-a premium product of Sabeco
Following the success in 2017 of SABECO with output reaching 1 billion 727 million
liters of beer, revenues increased 11%, especially imprint the Government has
successfully divested 53.59% of charter capital in SABECO with the participation of
shareholders large- Vietnam Beverage Co., Ltd., the SABECO launch new product lines
SAIGON GOLD marks a good start for production planning, sales in 2018 of SABECO.
Implementation of strategies to diversify products, market penetration premium beer,
after a period of research, product named SAIGON GOLD is SABECO distilled essence
of technology for brewing most advanced formula brewed, fermentation and traditional
brewing yeast strains long day with its own characteristics and purity. It is known to
produce products SAIGON GOLD unique, SABECO to choose water and processed with
modern technology that allows to create the absolute purity for the product, the quality of
beer golden cooked from 100 % premium malt source of suppliers leading. Yeast selected
from the best yeast and incubated under its own secrets of leading technology experts of
SABECO.
In addition, the product is cooked in tank fermentation technology landscape with a long
incubation period feeling smoothness, balance and harmonious aroma is very
delicate. More particularly, the hops used are scrumptious type, produced a limited, make
its own flavor, luxurious style European royal. Quality premium beer SAIGON GOLD
packed in cans of beer deluxe "design modern European" style oriental express right from
first sight: Color golden - colored royal nobles, as well as the logo of the quality of gold,

as the name "gOLD" of the product. Logo with bold strokes of national identity is
portrayed as evident in the selection of key images cans: Gold dragon icon background
pattern imprinted drums exquisite bearing deep Vietnam
Besides, comments on this premium beer, Dr. Brewmaster Roland Folz - specialist
research institutes and service delivery of the brewery Preussen Pils, plant manager
conglomerate Oettinger of Germany, who has direct train technical team SABECO said:
"the quality of the beer and the design of SAIGON GOLD, I have excelled at
international level. I think that, with this new product - SAIGON GOLD, SABECO will
create a big change, can create new benchmark, premium beer market in Vietnam " (Báo
Tài nguyên & Môi trường Online, 2018)
Currently, Saigon Gold beer produced at the brewery Saigon - Cu Chi, the most modern
factory in Southeast Asia.
 Potential foreign market:
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