A sales management strategy for OSRAM Vietnam | |
| Author | Nguyen, Thi Dieu Dao |
| Subject(s) | Sales management--Vietnam Strategic planning--Vietnam Osram (Firm) |
| Note | A thesis submitted in partial fulfillment of the requirements for the degree of Master of Business Management, School of Management |
| Publisher | Asian Institute of Technology |
| Abstract | Vietnam is a fast growing emerging economy and planned to be an industrial country in 2020. Lighting is contributed apart on this growth. OSRAM is one of the leading manufacturers in lighting worldwide and light from OSRAM is shining in about 150 countries around the world; however, OSRAM has not performed as good as expected in Vietnam. Although, OSRAM lamps have been known as quality German-made products in the Trade and Industrial sectors in Vietnam, the market share of OSRAM lamps in the Mass Consumer sectors is still at a relatively low level. This sector constitutes more than 80% of total lamp market in Vietnam. Furthermore, OSRAM Vietnam faces to huge competition from local lamp manufacturers as well as global player who had set up its manufacturer in Vietnam. The main struggling of OSRAM Vietnam is sales management, which includes some weaknesses recognized such as Low brand awareness, Weak in distribution network, Limited advertising and promotion budget, Limited manpower resource compared with other competitors. In addition, some external threats are identified such as Competitor get more aggressive, Consumption habit and product’s awareness (affect to customers’ choices), Strong competitive by local manufacturers and Imitation products. Based on finding analysis and literature reviewed, some improved strategic management for sales function by formulating action plan in line with goals of OSRAM Vietnam are suggested. Such action plans are Organizing sales force and Development account management policies, etc. Moreover, the research defines ways to implement it and to control its result for ORSAM Vietnam a stable growth in the future, namely Sales force training, Sales force motivation and compensation, and Sales force evaluation and control, etc. All aims to bring OSRAM Vietnam’s sales force become stronger and better performance. |
| Year | 2007 |
| Type | Thesis |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Swierczek, Fredric W.; |
| Examination Committee(s) | Sununta Siengthai;Rodsutti, Michita Champathes; |