Poor sales management at sing swee bee vietnam co , ltd

UNIVERSITY OF ECONOMIC HO CHI MINH CITY
International School of Business
-------------------------------

Tran Thanh Dien

POOR SALES MANAGEMENT
AT SING SWEE BEE VIETNAM CO., LTD

MASTER OF BUSINESS ADMINISTRATION

Ho Chi Minh City - 2019


UNIVERSITY OF ECONOMIC HO CHI MINH CITY
International School of Business
-------------------------------

Tran Thanh Dien

POOR SALES MANAGEMENT
AT SING SWEE BEE VIETNAM CO., LTD
MASTER OF BUSINESS ADMINISTRATION

SUPERVISOR: Dr. Thu Phan

Ho Chi Minh City - 2019


SUPERVISOR’S REPORT ON THE THESIS PROPOSAL SUBMITTED
FOR DEGREE OF MASTER of BUSINESS ADMINISTRATION

The thesis proposal title: POOR SALES MANAGEMENT AT SING SWEE
BEE VIETNAM CO., LTD
Student Name: Tran Thanh Dien
Supervisor: Dr. Thu Phan
1. General comments:
• Remarks on the student’s attitude:
……………………………………………………………………………
……………………………………………………………………………
• Remarks on the assignment’s academic quality:
……………………………………………………………………………
……………………………………………………………………………
2. Overall assessment:
 Meet requirement for submitting
 Not meet requirement for submitting
3. Other remarks:
− Did the student follow the report schedule?
 Yes

 No

 Other………………………….

− The Turning plagiarism percentage:
Supervisor’s signature

1


Table of Content

Executive Summary
Chapter I: Problem context
I.1. Introduction
I.2. Problem context
Chapter II: Problem Identification
II.1. Problem mess
II.2. Problem justification
Chapter III: Solutions
III.1. Cause validation
III.2. Alternative solutions
III.3. Actions plan
III.4. Conclusion
Supporting information
Appendixes
References

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Executive Summary
Sing Swee Bee is a company group from Singapore. In Vietnam, they are operation with
two companies: Sing Swee Bee Vietnam specialize in trading with Cylinder, valves and
refrigerants and other is Sing Industrial Gas specialize in gases. Sing Swee Bee is facing
with sale decrease recently. Therefore, researcher choose the Sing Swee Bee Vietnam is
an object for research. Initially, researcher use the sale data support from person in Sing
Swee Bee Vietnam to identify the symptom in the organization. Then research contact to
key person in the company to do interview to find the potential problem. Researcher use
the interview guideline get information from customers service and sale manager. There
are many potential problems are deployed related to weak sale strategy, sale staff

decrease, customer complaint, loss big customers, threat from competitor…After that,
using literature review and theory inform to analyze the data interview, researcher find
out the main problem in Sing Swee Bee Vietnam is poor sale management: Limited of
sale strategy, Weak sales leadership and Weak sales force. Base on theory inform and
famous paper, researcher find the solution for poor sale management and plan detail for
it: action plan, expense, time line and expectation. Then, bring alternative solution back
to Sale manager to conduct the action plan via interview in-depth to choose the solutions
are possible or impossible to help the company better.

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Chapter I: Problem context
I.1. Introduction
The Company backgrounds
Sing Swee Bee Group (SSB Group) is the holding company of Sing Swee Bee
Enterprise, SSB Cryogenic Equipment and SSB Cryogenic Services.
Sing Swee Bee is a Singapore Company which established in with general export as its
primary business activity. Over the years, the company has grown strategically to
encompass trading of industrial gas cylinders, valves, refrigerants, CNG and industrial
gas related products as part of its host of business services. The company continues to
fulfil the huge demands on various industrial gas products, specialty and rare gases,
supplying them to the gas and energy industry in the Asia Pacific region.
Today, the company is proud to establish itself as the largest stockiest of industrial gas
cylinders and valves, and leading refrigerant supplier in Southeast Asia. SSB Vietnam is
a subsidiary of SSB group was founded in 2000.
Over 7 years working, SSB Vietnam build a customer’s network from the north to south
but do not follow any form. They sell for whole customers with the same price and do
not have a policy to protect distributor. However, at the present, SSB get some
achievement such as a supplier of Samsung and Aqua.

Sing Swee Bee Group has 2 subsidiaries which are SSB and SIG in Vietnam

Table 1.1. Branch structure of Sing Swee Bee Group in Vietnam

Sales Office

Sing Swee Bee Vietnam Co., Ltd

Sing Industrial Gas Vietnam Co., Ltd

(SSB)

(SIG)

Address: Room 2B, 2nd Fl., Nice

Address: Room 2B, 2nd Fl., Nice

Building, 467 Dien Bien Phu St.,

Building, 467 Dien Bien Phu St., Ward

Ward 25, Binh Thanh Dist., HCMC,

25, Binh Thanh Dist., HCMC, Vietnam

Vietnam

Warehouse/Factory

Address: Lot B-3B5-CN, Road

Address: Lot B-3B5-CN, Road NE5B,

NE5B, My Phuoc 3 IP, Ben Cat

My Phuoc 3 IP, Ben Cat Town, Binh

Town, Binh Duong Prov, Vietnam

Duong Prov, Vietnam

4


Sing Swee Bee Group products in Vietnam
SSB only sells industrial gas cylinders, valves, refrigerants but the company does not
produce them.
In contrast, SIG manufactures and sells industrial gas cylinders, valves, refrigerants,
CNG and industrial gas.

The Company organization
Chart 1.1. Sing Swee Bee Vietnam organization structure

General Manager
Mrs. Xuqin

Sales
1 staff

Customer
Service
1 staff

Accountant
1 staff

Chart 1.2. Sing Industrial Gas Vietnam organization structure

General Manager
Mr. CS

Accountant
5 staffs

Sales
5 staffs

Customer
Service
8 staffs

Operation
20 staffs

Human
Resources
2 staffs

This essay focuses on analysis to find solutions to problems that occur at SSB companies.

5


I.2. Problem Context
SSB Vietnam is facing with sales revenues decrease, from VND 31,399 million in 2016
to VND 29,016 million in 2018 to VND 26,953 million in 2018 as it has shown in Table
2.1 below:

Table 2.1. Sales revenues of SSB Vietnam, 2016-2018, Unit: million VND
2016

2017

2017/2016

2018

2018/2017

1

1,638

1,650

1%

2,170

32%

2

287

238

-17%

992

317%

3

2,165

3,044

41%

3,409

12%

Q1

4,090

4,933

21%

6,571

33%

4

2,624

2,335

-11%

1,616

-31%

5

2,882

1,266

-56%

2,152

70%

6

2,741

3,281

20%

3,982

21%

Q2

8,247

6,883

-17%

7,750

13%

7

1,388

2,460

77%

1,245

-49%

8

2,506

3,271

31%

3,857

18%

9

4,200

2,735

-35%

2,762

1%

Q3

8,093

8,466

5%

7,863

-7%

10

1,978

1,637

-17%

874

-47%

11

4,426

4,363

-1%

1,964

-55%

12

4,566

2,734

-40%

1,931

-29%

Q4

10,969

8,734

-20%

4,769

-45%

TOTAL

31,399

29,016

-8%

26,953

-7%

Source: SSB Vietnam (2018)

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SSB Vietnam is operating in two segments: Cylinders & Valves and Refrigerants.
Cylinders and valves are usually sale combine together, hence the researcher put them in
one table for simpler to discover. And the order segment refrigerant is separate to
another table. Look at the table in percentage, the grow rate is not good both cylinder &
Valves and Refrigerant.
Look at the table, the total revenue dropped about 8% from 2016 to 2017 and continue to
down to 14% in 2018 compare with 2016. It is easier to discover the table by quarter
instead of year. The signal in the 1st quarter was quite good. In 2018, it increased 61%
compare with 2016. The revenue raised rapidly.
However, in the 2nd quarter, the revenue was declined.
Then in the 3rd quarter, this signal was better, we had the positive number in 2018 with

increasing 5% and negative only -3% in 2018.
Unfortunately, in the 4th quarter, the revenue decreased considerably. 55% is the figure
of revenue drop in 2018. The chart 2.1 below will illustrate more visually the change in
sales over the period of 2016-2018.

Chart 2.1. Changes in sales by quarters from 2016 to 2018 (1.000 VND)
12.000
10.000
8.000

2016
6.000

2017
2018

4.000
2.000
0
Q1

Q2

Q3

7

Q4

Percentage of Cylinder/valves and refrigerant:
In Sing Swee Bee company, sales volumes of the company is decreasing. The volume of
sale in year 2016 to 2018 as follow chart:

Chart 2.2: Volume of sales from 2016 to 2018 (1.000 VND)
Cylinders & Valves

Rifrigerant

35.000
30.000

6.325
6.120

25.000

6.130

25.074
22.896

20.000

21.063

15.000
10.000
5.000
-

2016

2017

2018

Rifrigerant

6.325

6.120

6.130

Cylinders & Valves

25.074

22.896

21.063

Although, in general total degree but the structure is not impact to both products, just
cylinders and valves impacts. Percentage of refrigerant is also increasing.

8


Chart 2.3: Percentage of sales from 2016 to 2018 (%)

Chart Title
100%
90%

20%

21%

22%

80%

79%

78%

2016

2017

2018

80%
70%

60%
50%
40%
30%
20%

10%
0%

Cylinders & Valves

Rifrigerant

Valves and cylinders:
Customers: Trader and user. 70% sell via trading company. They will order from SSB
and sell to end user like factory manufacture using industrial gases (Argon, Oxygen,
Nitrogen…) in many field: Welding, Oil and Gas, Precision, Cut laser… and 30% sell
directly to end users. End user including re-filler and manufacture. Re-filler would like
to expand market, they have to buy cylinders to enhance equipment. They will buy many
liquefied industrial and use machine to transfer from liquefied to industrial gas into
cylinders. The end users are use cylinder re-fill industrial gases to cut/welding metal.
Some application for food and beverage.
In term of valves and cylinders, SSB was considered as sole distributor of Cylinder
BTIC and Valves BTIC, Neriky in Vietnam market . Before the year of 2018, average
containers which are sold by SSB was 18 container per years.
However, the number of containers sold was decreased to only 11 containers and still
stocked 20000 cylinders (about 10 containers) in warehouse. Table 2.1 and chart 2.1
below will describe in detail the changes in sales and inventories for the 2016-2018
period

9


Table 2.2. Cylinder & Valves consumption in 2016-2018 (Can)
Sold

Inventory

2016

36,000

2,000

2017

34,000

6,000

2018

22,000

20,000

Chart 2.4. Changes in Cylinder & Valves sales and inventories from 2016 to 2018
(container)
18
16
14
12
Sold

10

Inventory

8
6
4

2
0
2016

2017

2018

Especially, the revenue of quarter 4 in 2018 dropping significantly compared to the same
period time in 2017 and 2016 as shown in table 2.1.2 below. The quarterly revenue was
in table below will show issue:

10


Table 2.3. Cylinder & Valves Revenue of 4th quarter in 2018 (VND million)

Cylinder & Valves
Month

2016

2017

2017/2016

2018

2018/2017

10

1,588

1,240

-22%

471

-62%

11

3,422

3,301

-4%

917

-72%

12

3,754

1,975

-47%

998

-49%

Q4

8,764

6,516

-26%

2,386

-63%

Refrigerants:
In term of refrigerants, the main product is coded as R22 which brings high sales
revenues to the company for many years.
However, Vietnamese government conducts an import restriction to R22 during the
period of 2017-2029 with imported quantity is from 3,600 imported tons to only 1,000
imported tons. This policy from Vietnamese government hits to sales revenues of SSB’s

refrigerants in Vietnam, especially in the fourth quarter of 2017 and 2018 which is
shown in the following Table 2.2.1

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Table 2.4. Refrigerants Revenue of 4th quarter in 2018 (VND million)
Refrigerant
Month

2016

2017

2017/2016

2018

2018/2017

10

390

397

2%

403

2%

11

1,004

1,062

6%

1,047

-1%

12

812

759

-7%

933

23%

Q4

2,206

2,218

1%

2,383

7%

From 2016, SSB cannot import R22 (the most popular) in Vietnam refrigerant because
purchasing department cannot buy with secret reason. This thing impact to SSB business.
However, SSB still can import another kind of refrigerant related R22 in the market like
R410, R404, R32 …Luckily for Sing Swee Bee, although sale of R22 is drop so much
but the trend of market intends to safer environment, they change from R22 to R32 or
R410, hence the sale volume of company is still stable for them. Moreover, from August
2017, SSB become a supplier for Samsung, Aqua. From that time, SSB intent to focus on
refrigerant because the cycle order usually once a month.
To summarize, it can recognize that the reducing of sales come from reducing of
Cylinder & Valves and Refrigerants. It is abnormal when compare with the increasing
volume from other competitors in the recent years. The significant reducing sales affect
to company profit, from then it directly effects to company return on investment.
Therefore, it should be considered and investigated to find out the right solution in
Cylinders and Valves.

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Chapter II: Problem identification.
II.1. Problem Mess
Based on the symptoms of reducing sales from 2016 to 2018 at Sing Swee Bee Vietnam
Co., Ltd, the first interview were planed and conducted. First of all, researcher make a

list of questions to prepare well before coming to meet sales manager. The interview
guild line is just about 10 points, however while interviewing respondent, the number of
question is increasing from 10 to 13 points to clarify the problem interviewer want to get.
The guild line is also attached in appendix with this thesis for readers easy to follow and
general understand about the problem in this company. The main content of this
questionnaire focuses on the current business model, advantages and disadvantages in
this entrepreneur.
Currently there are 4 direct competitors with SSB Vietnam: Thanh Kim Long Company,
Manh Tuan Company, Dang Hai Anh Company and Hong Phuc Company. In addition,
more and more new suppliers enter the market. Not only that, competitors also come
from foreign businesses that provide similar products with better quality and technology.
In addition, because the characteristics of gas tank shells are quite durable and long life,
the demand for new tank shell tends to decrease significantly. Moreover, consumers have
more choices for shells, they can buy vase with technology produced in Japan or Europe
with attractive prices and better durability and safety.
Besides, the sales manager mention about the process is quite simple. “Currently, our
process is very easy. When sale men have an order from customer after visit, test product
at their factory, convince purchaser change from their current brand to Sing Swee Bee
brand, build relationship… We will delivery our products to the customers.” Customers
need to pay as soon as they receive the goods.
“However, maybe you know, working in Viet Nam, we have to give customer a debt, even
trading customer or end-user customers. The time for payment usually one week, 30 days
or even 60 days. Some time, they get the debt and pay whenever they make new
Purchasing Order and get landing products, they will pay the previous debt and continue
to work with this circle and do not care how much they own. You know that, two years
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recently, our sale grow rate is drop down 8% while in the past the grow rate is too high.
A half of our customers do not return to buy our products. Almost they complain about

the price, the payment term, delivery….”
Sea force in Sing Swee Bee recently is also weak and very serious to expand market if it
is continuing. Person in customer service department said that:” The company operates
not good compare many year ago. The sale staff right now is only one, hence the revenue
is decrease so much.”
The absence of a payment incentive policy has inadvertently created a disadvantage for
the company in the context that competitors are increasingly appearing, and they offer
very favorable payment policies for agents.
Another reason that customers' demand is significantly reduced is that the price of SSB
products compared to other competitors is considered to be higher than the price of the
same product on the market.
Sales manager said that the current business strategy of the company is not appropriate:
“Actually, Head Quarter in Singapore have a differ strategy. In Singapore, they are
focus on Cylinders and Valve because they export to many countries to get revenue and
benefit. But in other branches are different, especially in Viet Nam market, they would
like to focus on refrigerants instead of Cylinder and Valve. Market trend is change, we
need to adapt this thing. Spend money and time to invest for small value and long cycle
life time is not worth.” The focus on product segmentation needs to change to meet
market demand as well as increase revenue.
Customers service is also mention about the stock and policy to delivery: “Right now, we
have a lot of stock. I see that the sale amount is not good compare with pass. Many
products are still in our warehouse. You came here, I hope that you can help our
company growth better than now. Beside that, delivery now is a serious problem when
we cannot accept to delivery with the small quantity, customers have to come to our
warehouse at My Phuoc 3, Binh Duong province.”

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Based upon such information, the initial cause effect map has been drafted.

Figure 1.1. Initial cause and effect map

Lost big loyal customers

Customers Complaints

Sales staffs Decrease

Sales Decrease

Problem in selling process

Weak sales strategy

Threats from competitors

II.2. Problem justification
Lost big loyal customers
In the last 2 years, the company had lost 3 big customers. This caused a huge impact on
the company's sales. Table 4.1 below lists the number of customers in the last 3 years.

Table 2.1. Number of customers in the period 2016-2018
2016

2017

2018

Cylinder & Valves

6

5

5

Refrigerants

9

8

7

Total

15

13

12

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The decline in sales is directly affected by the decline in demand of existing customers
and no new customers. The chart 2.1 below shows changes in consumer demand for
products during 2016-2018

Chart 2.1. Changes in consumer demand for products during 2016-2018
4000
3790
3600

3500

3400

3000
2500

2516
2200

2000

Cylinder & Valves
Refrigerants

1500
1000

907

500
0
2016

2017

2018

Customer complains
Sing swee Bee at first time operation in Vietnam still not have any complain from
customers, but when market expands and more competitors as well as internet easy to
approach. Customers are very intelligent to recognize who are the best choice.
“Customer complain about the price, the payment term, delivery”, Sale Manager said.
Sales staffs Decrease
Besides, SSB Vietnam couldn’t success expand new customer. Since 2016, mostly no
new customers have been added. The revenue that the company receives is based entirely
on the number of products sold to existing customers before 2016.
Sales staff shortage problems are also mentioned to explain why there are no new
customers. “I am in charge of SSB Viet Nam and you know that, only me working in sale
dept. We used to have 5 people in our department but now 4 left already. Hence, the
cooperation in my team at the moment is need sales man take part in.”, said sales

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manager. Customer service also said that: “Right now, we only have one sale manager to
handle everything related to sale.”, “We used to have 5 in the pass and right now we
have only one”. There is a fact that currently in SSB Vietnam, there is only 1 sales staff,
the company structure is minimal, only 4-5 employees for the whole company.
The question is why the company can still operate normally under such conditions. The
answer is due to the borrowing of personnel from SIG.
Looking back at chart 1.1 and 1.2, we can easily recognize the difference in the
organizational structure between SSB and SIG. The form of personnel borrowing
between the two companies is described in figure 4.1 below

Figure 2.2. Personnel borrowing between SSB and SIG

The relationship between 2 general managers is husband and wife. Although the two
companies are completely financially and legally separate, SSB has maintained
borrowings from SIG personnel for a very long time. Although the company can still
operate until now, it also makes this advantage a disadvantage, especially when the
business situation is volatile at the present.
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Weak sales strategy

On the way to find and build cause and effect map to support this thesis about Sing Swee
Bee company which is not easy because the problems are not related to one factor. It can
made from many reasons causing the main problem. Researcher arrange to have a
meeting for the second in-depth interview sale manager in coffee shop and they found
that there are many issue to deal with the company when researcher would like to apply
this thesis into reality.
Sharing of sale manger about how to manage their customers and their employees, the
system right now is a traditional way. They do a weekly report by hand base all excel file.
And they do not have the system to check who are the new customers or not. If sale men
do not share with other in weekly meeting in Saturday morning, in some cases, they will
overlap customers and this thing can make customer feel not professional with Sing
Swee Bee Group.
Luckily, at the moment, their customer can come from many fields like metal, food,
plastic, ship building. it is also come from two channel, trading and end user. Hence, the
ration overlap customers can happen but it is not much to invest a lot of money to invest
a system.
The causes mentioned in the initial cause effect map above are not entirely accurate
because the opinions collected from the interview results are unavoidable in the wrong

way about the information or subjective opinions of the interviewed individuals.
So we will base on the theories as well as literature review to have a stronger basis to
determine what is the real problem for sales decline at SSB.
The decline in current consumer demand comes from four reasons: the threat from
competitors; market saturation; long product life characteristics and high price.
Firstly, through theory, what should it be defined as sales management? What is weak
sales management? It should determine if there is any new potential problem then add to
sales management and confirm those potential problems.

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Secondly, by conducting an in-depth interview with the Sales Manager, need to analyze
the severity of weak sales management at the company, determine if the sales manager in
SSB is too weak.
Thirdly, it needs to find other causes and confirm potential causes.
Fourthly, it will develop alternative solutions to improve sales management, and
eventually it will propose an action plan to implement.
There are a number of studies on sales management so far, Jobber et al. (1) say that sales
managers take on specific tasks and responsibilities such as defining goals and objectives
of forces. sell; making forecasts and budgeting; organizing sales force, building sales
force scale, territorial design and planning; recruitment, recruitment and training of sales
force; promote sales force; evaluate and control sales force.
Good sales management refers to improving sales volume successfully, improving profit
margins, improving market share, improving return on investment and winning in
defeating competitors as well. by recruiting, training, motivating, evaluating and
compensating salespeople properly, by time management, territory, forecasting,
planning, budgeting, and good communication and control .(2)
Mosca et al. (3) also found that the main responsibility of an emotional manager includes
1) setting the goals of sales force, 2) organizational structure and sales territory, 3)

corpses determine the scale and type of resources needed, 4) create appropriate
compensation plans, 5) select and train, 6) develop, train and mentor, 7) monitor and 8)
evaluating their salesman.
In summary, sales management refers to the responsibility of the sales manager, an
effective sales manager leading to effective sales groups then leading to increased sales
performance then increasing public performance company.
The lack of sales staff as well as the company's weak business strategy is greatly
influenced by sales management policies.
“First, our company do not have a company trip, hence when some one come to our
company and they all of them surprise with this thing. The other thing that our company

19


policy is very serious and in case if sale can not reach the target, the company will let
them go.”
In addition, there are hardly any specific plans for training and promotion for employees.
Besides, in the situation of 4 out of 5 salespeople quitting, the company has absolutely
no plans to recruit new employees to supplement manpower. So the most serious
problem and also the main problem in the company's sales decline is weak sales
management.
Figure 2.3 below is the updated cause-effect map.
Figure 2.3. The updated cause-effect map

Threats from
competitors

The market
saturation
Problem in buying &

selling process
Sales
Decrease

Characteristics
of products
Limited sales strategy
High price

Lack of sales
staff

Poor sales
management

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Chapter III: Solutions
III.1. Causes validation
According theories, it eliminated potential cause called “The market saturation”,
“Characteristics of products”, “Problem in buying & selling process” and “Limited sales
strategy”, then the final cause- effect map has been updated.
Limited of sales strategy
Sales strategy refers to the set of sales managers' decisions and decisions to allocate sales
resources such as salespeople, sales channels, sales models, investment capital, to match
with the needs of customers and meet the needs of customers on the behavior of
participation and develop close relationships with customers. Successful implementation
of the sales strategy can be considered a source of competitive advantage in the business
market. (4) because when participating in sales strategy, the behaviors they engage in and

develop better relationships with customers then improve the performance of salespeople.
Indeed, sales strategies have a positive relationship with the behavioral performance of
sales force and solid financial performance, because effective sales strategies will enable
improved productivity of sales force. because they will fit the needs of customers with
their strategies thus increasing the financial efficiency of sales.
On the other hand, sales strategy also refers to customer segment and customer priority.
Segment strategy is a direct impact on salesperson's performance by understanding
customer needs and purchasing approaches; Priority strategies impact customer
orientation and value-based sales thereby indirectly impacting salesperson's efficiency by
working closely with customers to increase efficiency and effectiveness of customers.
goods and in accordance with the characteristics of the business market.(5) Positive
relationship with market performance and affect sales performance.
Weak sales leadership
Depending on the size of the business, the sales manager will determine the seven major
areas of the sales management tool, such as sales planning, organization, selection,
training, selling compensation. goods, monitoring and performance control of sales force.

21


For high level in this company cannot change in leadership but leader ship for sale in
relationship with customer also need to improve. Training sale leadership in working with
customers very strictly. Using CRM or invest software is also the best way to manage
customers and motivate sales man in selling products. Other thing, using CRM is avoiding
overlap customers between salesmen.
In particularly, sales plan refers to sales objectives and sales quotation procedures; The
organization refers to how sales managers organize sales forces, choosing means how
companies recruit salespeople; training refers to training methods and frequency of
training; Monitoring and evaluation include how sales managers monitor their sales staff,
etc. (6)

In addition, being a good leader, willing to share their expertise with team members,
support them in targeting, help guide memberships and praise sales team members when
they Excellent work, will provide solutions to help subordinates solve problems when they
encounter an assessment of the same workforce based on their work performance. These
make their employees feel likely they are building careers instead of just counting the time
they work each day.
Control strategy is also an important area of the sales leader, should be in line with the
priorities of the sales force, when the Sales Director implements the control strategy, the
performance of the salesperson the more effective, the more the level of control of the
Sales Director, the more effective the sales performance is; The lower the level of control
activity of the Sales Manager, the lower the efficiency. (7)
Weak sales forces
Effective sales force leads to good sales force performance then leads to good company
performance; The sales team relationship is also a factor to make company stronger, they
will encourage together to work better. If team relationship is not have, the cooperate
indirect between sales man and company is not stable which is easier to occur turn over.
The main factors affecting the performance of sales force, including the environment,
marketing strategy, sales management operations, factors determining salesperson's
performance, reviews and results. (8)
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So, what is an effective sales force, Küster (9) says that the effectiveness of the sales force
consists of five drivers, the first and most important driver is the structure and role
definition. sales force, sales force scale and territorial links; Second, salespeople should
have knowledge of services or products, market knowledge, sales skills, motivation and
effective use of time is good; Third, sales managers should perform well in training,
feedback, recognition and training to retain good people and create a successful sales
culture; Forth, sales force involved in a successful sales process to maintain and expand
business; and Thursday, good compensation program to attract suitable salespeople and

motivate salespeople.
Figure 1.1. Final causes and effects map

Limited of sales strategy

Poor sales management

Weak sales forces

Weak sales leadership

III.2. Alternative solutions
III.2.1. Limited of sale strategy
• Improve deliver term.
Sing Swee Bee company is limited to delivery products to customer base on quantity.
When researcher conduct a survey with open questionnaire, the person in customer service
in Sing Swee Bee shared “we can combine small order together to help them free for ship.
They can wait a little time but can have free charge delivery”. It is a good idea for
customer and gain competitive. As usually, customer want to have free delivery, they need
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