Nghiên Cứu Hiệu Suất Hoạt Động Bán Hàng Tại Chi Nhánh Savills Việt Nam Tại Hà Nội (2019-2021)

Nghiên cứu hiệu suất hoạt động bán hàng tại Công ty TNHH Savills Việt Nam, chi nhánh Hà Nội giai đoạn 2019-2021. Phân tích và đánh giá chi tiết.

• Tác giả: Luong Ngoc Tuan
• Người hướng dẫn: Pham Thi Quynh Hoa, MA
• Trường học: National Economics University
• Chuyên ngành: Business English
• Đề tài: Phân Tích Hiệu Suất Hoạt Động Bán Hàng Tại Savills Việt Nam (2019-2021)
• Loại tài liệu: graduation project
• Năm xuất bản: 2023
• Địa điểm: Ha Noi

Mục lục chi tiết

• ACKNOWLEDGEMENT
• EXECUTIVE SUMMARY
• LIST OF ABBREVIATIONS
• LIST OF TABLES
• LIST OF FIGURES
• 1. CHAPTER 1: INTRODUCTION OF THE COMPANY
• 1.1. Brand overview
• 1.2. Foundation and development
• 1.3. Organizational structure and functions of departments
• 1.4. Investment
• 1.5. Achievement and awards
• 1.6. Department of Residential Sales
• 2. CHAPTER 2: THEORETICAL FRAMEWORK
• 2.1. Definitions of sales
• 2.2. Roles of Sales
• 2.3. Content of sales activities in a commercial company
• 2.4. Factors affecting sales activities performance in a commercial company
• 2.5. Objective factors
• 2.6. Subjective factors
• 3. CHAPTER 3: FINDINGS AND ANALYSIS
• 3.1. Sales process at Savills Vietnam
• 3.2. Factors affecting sales activities performance of Savills Vietnam
• 3.3. Sales performance of Savills Vietnam — Hanoi Branch
• 3.3.1. Sales revenue of Savills Vietnam — Hanoi Branch
• 3.3.2. Number of customers and transactions of Savills Vietnam — Hanoi
• 3.3.3. The salesforce at Savills Hanoi
• 3.3.4. General assessments of sales activities performance of Savills Vietnam — Hanoi Branch
• 4. CONCLUSION
• REFERENCES

Tóm tắt

I. Phân Tích Hiệu Suất Bán Hàng Tại Savills Việt Nam

Phân tích hiệu suất bán hàng tại Savills Việt Nam trong giai đoạn 2019-2021 cho thấy sự biến động rõ rệt trong doanh thu và số lượng giao dịch. Năm 2019, Savills ghi nhận doanh thu 36 tỷ đồng từ dịch vụ bán hàng, nhưng con số này giảm xuống còn 15 tỷ đồng vào năm 2021. Sự suy giảm này chủ yếu do ảnh hưởng của đại dịch Covid-19, dẫn đến việc tạm ngừng hoạt động kinh doanh. Bên cạnh đó, tỷ lệ nhân viên bán hàng rời bỏ công việc cũng cao, chỉ còn 6 nhân viên vào năm 2021 so với 9 nhân viên vào năm 2019. Điều này cho thấy sự cần thiết phải cải thiện quy trình bán hàng và quản lý nhân sự để nâng cao hiệu quả hoạt động kinh doanh.

1.1 Phân Tích Doanh Thu

Phân tích doanh thu của Savills Việt Nam cho thấy sự sụt giảm nghiêm trọng trong doanh thu từ năm 2019 đến 2021. Doanh thu đạt đỉnh vào năm 2019 với 36 tỷ đồng, nhưng đã giảm xuống còn 15 tỷ đồng vào năm 2021. Nguyên nhân chính của sự suy giảm này là do tác động của đại dịch Covid-19, khiến nhiều giao dịch bị hoãn lại hoặc hủy bỏ. Bên cạnh đó, sự cạnh tranh trong ngành bất động sản cũng gia tăng, đòi hỏi Savills phải điều chỉnh chiến lược bán hàng để duy trì thị phần. Việc phân tích doanh thu không chỉ giúp Savills nhận diện được các vấn đề trong hoạt động kinh doanh mà còn là cơ sở để đưa ra các giải pháp cải thiện trong tương lai.

1.2 Tình Hình Hoạt Động Kinh Doanh

Tình hình hoạt động kinh doanh của Savills Việt Nam trong giai đoạn 2019-2021 cho thấy sự thay đổi lớn trong số lượng giao dịch. Năm 2019, Savills đã thực hiện 22 giao dịch thành công, chiếm 26% tỷ lệ giao dịch thành công. Tuy nhiên, con số này giảm xuống còn 14 giao dịch vào năm 2020 và chỉ còn 10 giao dịch vào năm 2021. Sự giảm sút này không chỉ phản ánh tình hình kinh tế khó khăn mà còn cho thấy sự cần thiết phải cải thiện quy trình bán hàng và tăng cường đào tạo cho nhân viên. Việc phân tích tình hình hoạt động kinh doanh giúp Savills nhận diện được các yếu tố ảnh hưởng đến hiệu suất bán hàng và từ đó có những điều chỉnh kịp thời.

1.3 Chiến Lược Bán Hàng

Chiến lược bán hàng của Savills Việt Nam cần được điều chỉnh để thích ứng với tình hình thị trường hiện tại. Việc đầu tư vào công nghệ bán hàng điện tử có thể giúp Savills tăng cường khả năng tiếp cận khách hàng và nâng cao hiệu quả giao dịch. Ngoài ra, việc đa dạng hóa danh mục sản phẩm và mở rộng thị trường cũng là những giải pháp cần thiết để tăng trưởng doanh số. Đặc biệt, trong bối cảnh cạnh tranh ngày càng gay gắt, Savills cần phải cải thiện quy trình bán hàng và quản lý lực lượng bán hàng để đảm bảo sự phát triển bền vững trong tương lai.

Trích đoạn nội dung tài liệu

NATIONAL ECONOMICS UNIVERSITY FACULTY OF FOREIGN LANGUAGES DEPARTMENT OF BUSINESS ENGLISH A STUDY OF SALES ACTIVITIES PERFORMANCE AT SAVILLS VIET NAM LIMITED COMPANY - HA NOI BRANCH FROM 2019 TO 2021 Ha Noi, April 2023 Luong Ngoc Tuan — 11195588 - Business English 61C NATIONAL ECONOMICS UNIVERSITY FACULTY OF FOREIGN LANGUAGES DEPARTMENT OF BUSINESS ENGLISH LUONG NGOC TUAN A STUDY OF SALES ACTIVITIES PERFORMANCE AT SAVILLS VIET NAM LIMITED COMPANY - HA NOI BRANCH FROM 2019 TO 2021 Ha Noi, April 2023 Luong Ngoc Tuan — 11195588 - Business English 61C ACKNOWLEDGEMENT First and foremost, I would like to extend my sincere gratitude to my beloved teacher and devoted instructor Pham Thi Quynh Hoa, MA. Without her unwavering support, insightful advice, and motivating encouragement, this report could not have been finished. Her encouragement and insights have greatly fueled the motivation for this study. Secondly, I want to send my appreciation to Savills Viet Nam Limited Company for giving me the opportunity to work as an intern.

I am particularly thankful to Ms. Nguyen Thanh Van, my supervisor, together with the whole team of the Department of Market Research and Sales at Savills for their assistance. I am delighted to have worked for the team, which helped me gather more practical knowledge in the real estate industry, improve my soft skills and collect data for my graduation project. Last but not least, I would like to thank my friends and family members who have always shown me true support and boosted my motivation to complete the report.

Luong Ngoc Tuan — 11195588 - Business English 61C EXECUTIVE SUMMARY The research of apartment sales performance of Savills Vietnam company — Hanoi Branch pointed out that during 2019 — 2021, the company had the most impressive sales figure in 2019. In the next two years, the firm’s sales indexes dwindled, which was mostly due to the business pauses as the Covid-19 pandemic hit the whole Vietnamese economy. The declined performance in sales was also caused by the high turnover rate in the sales department. The conclusion that the business’s sales decreased is predicated on the analysis of data backed up by the sales department, the company’s document and professional knowledge.

The outcomes of the study revealed that: e Revenue: the agent earned nearly VND 36 billion from sales services in 2019; however, this figure dropped to almost VND 15 billion in 2021. e Sales volume: In 2019, this enterprise sold 22 units, making up 26% successful transaction rate. The figure for sold units in 2020 and 2021 was 14 and 10 respectively. e Sales employees: because of the epidemic effects, only 6 staff chose to stay in 2021.

Meanwhile, there were 9 in 2019. This indicated a high employee turnover rate. Based on these findings, it is suggested that the company invest more in the sales process by equipping electronic sales technology. This would help Savills sales activities be resilient to external market troubles.

Moreover, the firm can consider diversifying the sales portfolio and increasing market coverage. In addition, the department of sales at Savills Vietnam needs to keep enhancing the sales process and the management of salesforce. li Luong Ngoc Tuan — 11195588 - Business English 61C LIST OF ABBREVIATIONS Bn : Billion Inc. : Limited PLC : Public Limited Company Savills Hanoi: Savills Vietnam Company — Hanoi Office VND : Vietnamese Dong 1H Luong Ngoc Tuan — 11195588 - Business English 61C LIST OF TABLES Table 1.1: Savills Board of IDIT€C{OTS.1: Savills Hanoi's Revenue 2019-2021.2: Savills Hanoi's Apartment Sales Performance 2019-201.3: The Sales Force at Savills Hanol.4: Situation of Sales Force at Savills Hanol.----+S<<<<+++<5 411 iv Luong Ngoc Tuan — 11195588 - Business English 61C LIST OF FIGURES Figure 1.1: Logo of Savills Public Limited Company.2: Group Structure Of Savills .- eee 1 vn nhiệt 8 Figure 1.3: Branch's Company Structure of SaVIÌÌS.4: Savills Residential Sales Department's Strucfure.5: Savills Hanoi's Property Map.- Gà ng HH nh ry 14 Figure 2.1: Sales Planning Process .- Ă 1n 1S 1S vn ng ng ng rey 18 Figure 2.2: Steps To Design and Organize A Sales FOrCe.3: Sales Process 1n BUSINESS.

5 SG ng ng ngư 21 Figure 2.IN Selling Technique .1: Sales Process at Savills V1efnam. se re 30 Figure 3.2: Savills Vietnam's Project Inquiry FOrm.3: Hanoi Annual Apartment Sales .- s5 Sàn rey 33 Figure 3.4: Hanoi Apartment Supply By Year .5: Average Price of Hanoi AparfmeniS.-- --- «+ +-«ss++sx+seeessess 36 Figure 3.6: Savills Hanors Revenue 2019-22 Ì.7: Savills Hanoi's Apartment Sales Performance 2019-2021.8: Savills Hanoi's Sales Force 2019-2021L.-- -- + c+<x++sc+sxesse 42 Luong Ngoc Tuan — 11195588 - Business English 61C TABLE OF CONTENTS ACKNOWLEDGEMENT B0.- -- -- Án HH TH HH HH nh nưệt ii LIST OF ABBREVIATIONS.cccceccccceseeseeseeseeseeeeseeaeeeeeneceeeesenseeeeeeaeenees iii LIST OF TABLES 1n. iv LIST OF FIGURES 0000. 1 CHAPTER 1: INTRODUCTION OF THE COMPANY.- - - Gv SH ng gu 4 1.1 ` Brand OV€TVI©W.2 Foundation and deVeÌODIH€Hf.2 Organizational structure and functions of departments.

Functions of each de@pDdTÍN€HÍ.3 Main business acfÏVi(ies.- - HH HH HH ni, 10 1.ĂẶẰĂ ST ssinheinheieirrerree 10 1.2 Property And Facilities Mqrdg€I€Hf.ĂẶẶQQ SH H*nH Hs HH Hệ, 11 1.4 Investment WẴHŒĐ€HI€HÍ.4 Achievement and awards .5 Department of Residential Sales 2.1 Savills sales department’s organizational CÌAFf.2 Savills sales department’s projects fOr S(4Ï@. 5S +ssses 14 CHAPTER 2: THEORETICAL FRAMEWORK.1 Definitions of SQÏ€S.2 Roles of Sales dCfVỈfi@S. SG TS SSssineiieeeree 16 2. Content of sales activities in a commercial C0I-1DđHV.2 Factors affecting sales activities performance in a commercial D1111) 2002727077.1 Objective ƒQCÍOFS.

SĂ SG SH SH re, 25 2.2 Subjective ƒQCÍOTS.ĂĂ ST Hhhhirey 27 CHAPTER 3: FINDINGS AND ANALYSIS.--- (c2 30 vi Luong Ngoc Tuan — 11195588 - Business English 61C 3.1 Sales process at Savills Vietmam.2 Factors affecting sales activities performance of Savills Vietnam. Sales performance of Savills Vietnam — Hanoi Branch.1 Sales revenue of Savills Vietnam — Hanoi Branch .2 Number of customers and transactions of Savills Vietnam -Hanoi [7.4 The salesforce at Savills Hanoi.5 General assessments of sales activities performance of Savills Vietnam - Hanoi Branchh.-- --- - 5 ng ng ng He 43 BSD Str ths ẽa.1 For Savills Vietnam c€ompany .2 For Savill Vietnam’s sales deparfmen(f. -- -- 55+ + sss<sssss 45 CONCLUSION 52 2525559. 48 REFERENCES vil Luong Ngoc Tuan — 11195588 - Business English 61C INTRODUCTION 1.

Background In an age where advanced technology has dramatically increased the speed of production and distribution of goods and services and made it easier for organizations to communicate with each other, the level of human performance remains one of the most variable factors in a company's performance with its customers. Sales activities represent this link between a company and its customers, at its most direct point of contact. Sales activities have taken place for ages in different forms and evolved over the centuries along with the development of society. Sales operations are where the business takes place and represent an important revenue-generating function.

Today, sales not only refer to personal selling, but also encompass a wide range of customer contact positions including telephone sales, customer services or technical advice as well as a traditional salesman. In a market economy with the strong globalization trend, it is more favorable to have access to constantly innovated products and services. Therefore, consumers have more choices to find products that satisfy their own needs, which makes more room for sales activities to develop, but also causes many difficulties for commercial companies. It is therefore essential for business managers to learn to make timely changes and innovations.

To earn high profits and make a positive impression on the market, every business needs to establish a firm reputation by improving the quality of services and designs and having an effective control of operational expenses. In today's fierce competitive environment, specific measures should be taken to promote the corporate growth via achieved targets such as market share, annual sales, profits, and corporate growth index. Sales operations play an important part of the company’s business, so sales managers need to conduct reasonable sales activities to contribute to improving business efficiency and ensuring the sustainable development of the business within allocated resources. In a commercial real estate agent, sales activities involve arranging advertising to promote the property, sending out details of new properties on the market to people on database, making appointments and showing buyers around a property, finding buyers in a position to proceed with purchase and willing to pay an acceptable amount, etc.

Sales operations contribute considerably to the success of a commercial property firm. Luong Ngoc Tuan — 11195588 - Business English 61C 2. Rationale Savills Viet Nam Limited Company has performed extensive sales activities over the years with the scope from the North to the South of Viet Nam. In particular, Savills Viet Nam — Ha Noi Branch has put a central focus on sales of properties in Ha Noi and neighboring cities and provinces.

The office is mainly in charge of selling residential properties, which are project apartments and penthouses. Despite impressive sales performance in 2019, the company’s sales activities were strongly undermined by the Covid-19 pandemic and global economic recession in 2020 and 2021. To cope with this tough task, it is important that the company review the sales operations and actively implement programs in order to boost transaction sales. Aware of the significance of sales activities in a commercial property agent, the author decided to evaluate the company’s sales performance over the past years.

For this reason, this research attempts to discover: “A study of sales activities performance at Savills Viet Nam Limited Company — Ha Noi Branch from 2019 to 2021”. Research purposes The aim of this study is to assess the performance of the firm’s sales activities from 2019 to 2021 and then find out the major factors impacting its sales operations. The study will also propose several recommendations to improve the organization’s sales activities. Research questions The research is conducted to answer these following questions: e@ What is the real situation of sales activities performance at Savills Viet Nam — Ha Noi Branch during 2019-2021? e What are the main factors afecting sales activities of Savills Viet Nam — Ha Noi Branch? e What are possible recommendations to improve sales activities at Savills Viet Nam? 5.

Research scope The research covered the sales activities of the company which mainly lies in the real estate market in Ha Noi. The study focused on the firm’s sales performance of apartments from 2019 to 2021. Luong Ngoc Tuan — 11195588 - Business English 61C 6. Research methodology Firstly, the study applied desk research which used public available data and information on dependable websites such as Researchgate, Emeralds as a background of sales and related concepts and then establish a framework for sales operations at Savills Viet Nam Company.

Secondly, the study deployed quantitative methods by demonstrating and analyzing data and information gathered from the company. Additional sources for reference will come from online related theses, articles, documents, newspapers. Significance of the research The study continues to expand notions and theories of sales operations in a commercial company, especially in a real estate agent and emphasizes the importance of this business line. For Savills Viet Nam Limited Company, the research assessed and reviewed the sales performance over the past years, helping them have an overview of sales operations.

Moreover, several recommendations were also put forward to cement their sales procedures and salesforce. Design of the research The research includes the following contents and chapters: Introduction Chapter 1 — Introduction of the company - presents general information about Savills Group and Savills Viet Nam Company such as brand profile, history of establishment, organizational structure, departmental functions, business activities, and the sales department. Chapter 2 - Theoretical framework — provides a foundation of sales concept, roles of sales and sales activities, process of sales and factors influencing corporate sales performance.