Poor sales performance at Thien Long company

Abstract

Thien Long is the leading company in Vietnam in stationery, Thien Long commits to providing the best quality products, stationery products, services serving the studying, working, creative activities, contributing to conquer the peak of mankind knowledge. Like any for-profit organization, Thien Long would like to make a profit to grow the company. However, in 2021, company sales revenue decreased, this affected the performance of the whole company. Through the company’s sales data, target, and the benchmark of the stationery industry, sales revenue decrease is determined to be the symptom that this thesis wants to focus on. This symptom exposes the company to risks because it affects the company’s financial status, demotivates staff’s working morale, and defaces potential business opportunities. This study discovered various issues such as poor target achievement, weak sales support activities, and weak research and development by interviewing important stakeholders, analyzing data from the company's internal report, and applying associated literature review and theories. After confirming these probable issues, the main issue is determined to be a failure to meet sales targets. Lack of employee motivation, a lack of performance apparatus, and a lack of selling training skills are all possible causes. The main cause was identified after interviews with relevant stakeholders and the study of theories as a lack of employee motivation. BOD and key stakeholders confirm the alternative solution-related individual incentive program based on this.