strategic account business plan
TRANSCRIPT
STRATEGIC ACCOUNT BUSINESS PLAN
For EUROWINDOW
The European Plastic Windows Joint Stock Company
30 BCD Ly Nam De, Hoan Kiem district, Ha Noi City
Submitted by: Group 5
Account leader: Nguyen Ngoc Tuyen
Mai An Phuoc
Dinh Cong Tai
Le Ngoc Hoang Nhat
Nguyen Thi Thao My
[Date]: 28/12/2014Eurowindow CompanyFile: Group 5 Strategic Account Business Plan.docDate Published: 12/28/2014
Group 5 Strategic Account Business Plan
Table of Contents
Document Objective............................................................................................3
Account Background..........................................................................................3
Customer Needs................................................................................................12
Value Proposition..............................................................................................12
Sales Opportunities..........................................................................................13
Sales Strategies.................................................................................................14
Financial Forecast.............................................................................................17
Communication Plan.........................................................................................20
Action Plan.........................................................................................................22
Required Resources.........................................................................................22
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Document Objective
Eurowindow has been a successful company for over the past ten years, has
reached at top of 500 largest companies of Vietnam in 2012. (Eurowindow) With
a huge potential finance and industrial scale production, Eurowindow is one of
the most successful companies are consistently providing a huge range of
window’s products for Vietnamese market. Furthermore, Eurowindow’s factories
are equipped with modern, synchronous production lines imported from
Germany, Italy, Finland and Spain, will be guaranteed for the qualities and
designs to adapt with the needs of consumer.
More importantly, Vietnam is a developing country, has a number of under-
constructions and projects. This would lead to have numerous windows to be
used day by day. Eurowindow realizes this opportunity to serve constructional
companies by providing systems of modern window for these companies in order
to help them adapting with the trends of their customer’s needs.
Account Background
Objective
We promise that we will provide consistently the best quality products and
services to help our customers having advantages in running their business.
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Giving our customers expert advices and suggestions to help them gaining
more profits and becoming charismatic companies in constructional industry.
Make tighten long-term relationship with our customers in order to keep up with
the trend of consumers and giving them advantages in promotions.
Provide our customers win-win collaborations and help them solving their
problems.
Client Profile
● The client’s business
Viglacera Corporation is the leading organization in the field of production of
construction materials in Vietnam in terms of production capacity, type, and
design and quality products to meet market segments from budget to senior.
Viglacera focus on diversification of production and products in order to provide
full and comprehensive construction materials for large projects in the domestic
market and international construction supply chain from raw materials to product
output. Viglacera is a pioneer in research, application and transfer of new
technologies in the field of production of constructional materials. The business
activities of Viglacera have trusted real estate diversified portfolio consistent with
the needs of the market. (Viglacera, 2014)
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● Mission Statement
The mission of the company are set out in all programs as well as in the design
development and production activities of business is : " to bring sustainable value
" for all guests customers use the company's products in particular, and for the
employees of the company and to society .
With a goal and mission is to provide consumers with products bricks, clay, and
ceramic tiles VIGLACERA high quality of natural colors and environmentally
friendly is contributing to creating works flawless, durable over time. Over the
years the company Viglacera known as the company with a tradition, long
experience in the field of manufacturing clay brick by industrial methods, is the
head of the sector in Vietnam. VIGLACERA forefront not only in acquiring, using
innovative technology and advanced manufacturing, contributing to technological
innovation and brick clay in Vietnam but also in real estate business with the
most modern facilities. (Viglacera, 2015)
Client Business Objectives and Initiatives
• Viglacera paradigm shift operation
Viglacera Corporation becomes Vietnam 's leading enterprise for production of
building materials ; has reasonable structure , focusing on the main lines of
business ; improve business efficiency , competitiveness ; pioneered the field of
investment in product development the new building materials produced by
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advanced technology , fuel-efficient , resource-saving and environment-friendly.
(Viglacera, 2015)
• Excellent production exceeded sales and profit plan ahead of time
In terms of the real estate market froze, demand for building materials declined.
However branded products Viglacera still standing and market development by
corporations actively, trying to find solutions to solve any problems in production,
reducing input costs, the introduction of new product with many advantages
Vietnam parallel with the work of expanding the domestic market and export.
(Viglacera, 2015)
• Viglacera is drastic restructuring, intensive investment
The adjustable rise time - reducing capital in a number of member enterprises of
corporations in the process of restructuring has shown the dynamic sensitivity of
investment operations and functions as well as powers actually the parent
company. The objective of restructuring of Viglacera Corporation is becoming a
leading producer of building materials market in Vietnam, the annual growth rate
averaged over 10%. (Viglacera, 2014)
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• Viglacera focus on improving the quality and standards promulgated the basis
for branded products Viglacera
Viglacera apparatus further strengthen the quality of the Board of Directors and a
strong focus on product quality control. The inspection quality products are made
periodically by the Board of Directors continuous quality products through a
system of infrastructure facilities synchronous experiments and modern place at
the Institute of Development Studies Viglacera. Every week, the Institute of
Research and Development Viglacera conduct product sampling and random
independent indicators to analyze mechanical, chemical gloss, durable to
examine, evaluate quality products based on the basic standards set out by the
Viglacera with stricter conditions than the standard Vietnam. (Viglacera, 2014)
• Implemented the Science and Technology
Steering Committee for the research of science and technology of Viglacera
Corporation is responsible for research into the development of new products ;
Improving production efficiency , product competitiveness through technical
innovation , upgrading the quality and reduce the consumption of raw materials,
fuel , increase productivity , improve recovery rates ; Application of new
technologies to reduce resource consumption and environmental protection ;
Application of mechanization and automation of production lines ; The survey ,
assess , identify the needs of scientific and technological research and
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development of the Corporation in accordance with industry groups and each
specific unit ; Planning , program. (Viglacera, 2014)
• Viglacera causes "storm" the real estate market
After completion of the second quarter of 2015, the project will contribute to the
fund social housing Hanoi 160 thousand m2 of construction, 2,500 apartments
and resolve accommodation for 6,000 residents. (Viglacera, 2014)
• Viglacera consecutive received awards in national and international
On 31/05/2013, Viglacera Corporation has awarded the BCI Asia Awards 2013
for 10 real estate developers active in Vietnam (Top 10 Developers). The award
ceremony was held solemnly at Sai Gon Hotel Nikko other with the participation
of nearly 200 business representatives.
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Client Organization Chart
Client Contact List
Name Title Telephone Number
E-mail Address
Luyen Cong Minh
Board of Management
04.3553 7888 [email protected]
Nguyen Anh Tuan
Board of Director
84-69.567227 [email protected]
Tran Ngoc Anh
Vice Director of Real Estate business
84-918000602 [email protected]
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Board of Director
Real Estate Business
Project Development
Economic
Board of Management
Group 5 Strategic Account Business Plan
Internal Team Organization Chart
Internal Sales Performance Summary
On August 30th 2013, Eurowindow company has signed a contract with
Viglacera Corporation of the entire supply chain of aluminum and big glass
curtain wall aluminum for the 40-storey building in project Thang Long Number
One - 1 Avenue of Thang Long , Hanoi . Now, it’s still in construction time,
analysts say that it will become one of the most modern building in Vietnam with
the objective of green building: save energy, environmentally friendly, smart
apartments and highly secure. (My, 2013)
Current Engagements and Status
The collaboration between Eurowindow and Viglacera, two leaders in
production and installation in Vietnam is to sign a contract in order to
remember the negotiation and collaboration in produce saving energy
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Team LeaderNguyen Ngoc Tuyen
SalespersonMai An Phuoc
SalespersonLe Ngoc Hoang
Nhat
SalespersonDinh Cong Tai
SalespersonNguyen Thi Thao
My
Group 5 Strategic Account Business Plan
products (low-E). (Hợp tác giữa Viglacera và Eurowindow, hai nhà sản xuất
và lắp dựng hàng đầu tại Việt Nam)
Eurowindow has been providing the entire supply chain of aluminum window
and big glass curtain wall aluminum for the 40-storey building in project
Thang Long Number One - 1 Avenue of Thang Long , Hanoi. (Eurowindow
cung cấp hệ thống cửa và vách nhôm kính lớn cho dự án Thang Long
Number One, 2013)
Value Delivered to Client
Besides supplying high quality products with the objectives that marked
environmentally friendly, saving energy and green building program, the price is
also competitiveness. To compare with the window market in Vietnam, there are
plenty of brands. Eurowindow is confident to say that our products price are from
equal to lower with another brands but the quality does not change even it is
more and more incline. This point would bring to client’s advantage by reducing
cost of constructional materials so that they can gain more profit.
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Customer Needs
To keep up with the trend of consumer, our customers need to have quality
and modern products which can use for a long time and save the energy as
well as saving costs and beautiful.
To our customers’ business run continuously, they need to have consistency
products in order to maintain their process of constructions.
One of the most important aspects that our customers’ need is to discount on
the prices in making long-term relationship with our company.
Commission is also an aspect that our customers’ consideration in order to
save costs and gain more profits.
Providing good services after sales are also our customers’ needs such as
free delivery, replacing error products is consideration.
Value Proposition
Eurowindow step by step is consolidating brand in Vietnam. Nowadays, they are
a famous brand and have 30% of market share by their products. Eurowindow is
awarded ISO 9001:2000 certificate for quality management by Norway’s DNV
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organization and ISO 14001:2004 certificate for environmental management by
the British Standards Institution (BSI). Eurowindow products won the Top 10
“Vietnam golden star” prize 2011, Top 100 of 2004, 2006, 2007, 2008, 2009 of
Vietnam Association of Young Entrepreneurs, Top 20 of Vietnam’s famous
trademarks 2010, 2011 by the National Office of Intellectual Property, Top 500
Vietnam’s fastest-growing enterprises 2010, 2011 by Vietnam Report, Top 100
leading enterprises in Vietnam 2009, “Vietnam Hi-Quality Products” Title from
2005 to 2011 elected by consumers, Top 10 reliable household appliances 2009,
2010, 2011 by Vietnam Economic Times, (Eurowindow) “Golden Dragon” Prizes
and many others. By continuously improving the quality of products and services,
while combining the company’s success with common social benefits and
environmental protection, Eurowindow is committed to providing customers with
the best products. High quality products, highly-skilled human resources and
professional customer services are the key factors bringing success to the
Eurowindow brand.
Sales Opportunities
These days, inspire of the giant increase of the population all over the world
including Vietnam, the fact that no more area to live in is need to be concerned
and skyscrapers, buildings is a solution. Constructions companies nowadays are
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all focus on constructing buildings to save spaces through all Vietnam and to
urbanize countries, modernize cities. With the development of every single
industry through the time, it is easy to understand that constructing in this
contemporary period is using more technique to make the construction as
modern as possible. And with Eurowindow, we provide the modern that
customers needed and one of the most quality product that make we are who we
are now is glass windows and glass curtain walls.
In sale team, we see opportunities in each construction that is going to be built.
From apartments, offices to malls, entertaining centers, no matter where they
are, no matter they are from a new or an old customer, we will try our best to be
the part of it.
Sales Strategies
Mission: The primary focus is to increases sales 40% from the beginning of
2015 to the end of 2015.
Objectives: We divide the sales target into the period time in order to focus on
the amount of sales we need. In the first quarter, we need to sell more than 15%
compare to the sales at that time of the previous year. In the second quarter, we
need to sell at least equal to 15%, and in the rest quarters, we need to reach at
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10%. To pursue the indicated sales, we will select more 4 excellence
salespersons in order to work at 4 potential areas, North, South, Middle, and
High Land. These salespersons will work tightly with existing customers such as
constructional companies and retailers. More importantly, they will find out new
customers who have new projects and under-constructions or even making
collaboration with new retailers.
Sale Territory Summary: Base on the sale opportunities:
Keep focusing on current partnerships inside main cities such as: Ho Chi Minh,
Ha Noi, and Da Nang.
Looking for retailers, market in potential countries area that are and will
developing in 2015 (Dong Nai, Binh Duong, Hue, Can Tho, etc)
Push on marketing new products (energy saving glass) in highland areas (Buon
Ma Thuot city, Da Lat city, etc)
Watching out competitors such as Austdoor, Tuan An Group, etc) in order to
look up their services, products which are offering in what areas to develop a
suitable strategy in sales.
Sales Plan: Eurowindow must provide not only quality products but also good
services and solutions.
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For a new buyers
We analyze the need of new buyers, who have new projects to be going built in
order to visit them for presentation about the benefits of our products and giving
them to offer professional advices and suggest typical products depend on
location, area, and type of construction. Furthermore, we guarantee that we will
provide them the best service after sales such as full package of 2 years
cleaning and the best quality product consistently.
If our new customers do not know the advantages of using our products, we will
explain why our products can bring those benefits in order to get the deal.
For a loyal buyers
We also analyze our existing customers to know whether they have new
projects in order to visit them, invite them some parties. This would bring our
sales team could know what they offer. So, we can evaluate and provide a
reasonable discount or a promotion to make a deal. Furthermore, we will
analyze the market trend to predict the potential customers in order to make
cold calls or send them email marketing.
Financial ForecastEurowindow Company Page 16 5/2/2023
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Figure 1: Overviews Vietnam economic from 2008 to 2013
2008 2009 2010 2011 2012 2013
Increase GDP (%) 5,66 5,4 6,42 6,24 5,25 5,42
CPI (%) 19,89 6,52 11,75 18,58 9,21 6,04
Investment (% GDP) 43,1 42,8 41,9 36,4 33,5 30,4
Expenses (%GDP) 4,60 6,90 5,60 4,90 4,80 5,30
Balance Trade -18 -12,8 -12,6 -9,8 0,748 0,10
Dept (%GDP) 56,5 54,9 55,7 56
Source from The Vietnam economics report of Truong Dinh Tuyen for 2014 and expectation for 2015 (Tuyen)
According to the Vietnam economics report of Truong Dinh Tuyen for 2014 and
expectation for 2015, we can be easy seen that Vietnam economics had
decreased quietly from 2011 to 2014. It definitely affects on the construction
companies or even the trend of private houses was built at that time. However,
the real estate market's frozen period ended and the market was recovering,
according to the Ministry of Construction, Deputy Minister Nguyen Tran Nam
pointed out that “the number of properties sold greatly increased in both Ha Noi
and HCM City, as many projects placed properties for sale at more affordable
prices, housing supplies were adjusted to meet market demands, especially for
low-income earners, and property inventories declined.” (Nam)
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Addictionally, looking the amount of products was sold in the table 1, the sales of
Eurowindow company at the figure 2 below, and the average sales increased in
table 2, we can be seen that the average sales increased significantly by nearly
25% from 2010 to 2014. The year of 2015 is the promise’s time for construction
companies and private houses because the real estate market's frozen period
ended and the market was recovering. Therefore, there will have a huge of new
projects and houses are going to be built. This is an opportunity for our sales
team to sell products. Hence, we predict the sales in 2015 will increase about
over 40% compare to the previous year based on the sales strategy of our sales
team. It means that the sales will reach about 4990 billion.
Table 1 the amount of products was sold from 2010 to 2014. (Eurowindow)
Year Product/m2 Price Revenue
2010 1670786.517 890000 1.487E+12
2011 2306741.573 890000 2.053E+12
2012 2642696.629 890000 2.352E+12
2013 3434831.461 890000 3.057E+12
2014 (foresee) 4004494.382 890000 3.564E+12
Table 2: Average Sales increased from 2010 to 2014Year Revenue Increase in percent2010 14872011 2053 0.3806321452012 2352 0.1456405262013 3057 0.2997448982014 (foresee) 3564 0.165848871Average increase 0.24796661
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Figure 1: Revenue from 2010 to 2014, source from: http://finance.vietstock.vn/
In order to count sales forecast, we base on the trend of the constructional market, the previous sales, and the sales strategy. Therefore, we have the table 3 below to show how we predict sales in 2015.
Table 3: Sales forecast in 2015
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Communication Plan
As we described in marketing strategy the way to meet our customers by mass
communication using modern technology such as email, face book, websites,
television program advertisement, and directly by missionary salesperson. Now
we plan for communicating with customers following three steps:
The first step: education and awareness
In this section, we train our sales team member in-depth knowledge of
company’s products in order to make an expertise presentation to customers.
Moreover, we teach our sales team members how to find customer targets as
well as skills to communicate with customers.
The second step: sustainable competitive advantages
In this area, we discuss how to set the price for the products such as making
bundle pricing, promotions, as well as giving in detail advantages in order to
make our customers realize that they will gain more benefits of choosing our
products in comparison with our competitors.
The third step: creating customer value proposition
We try to analyze the market to understand our customer needs in order to
provide adaptable constructional materials for our customers. Additionally, we will
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find out what are the problems of our customers in order to help them solving all
their troubles. Furthermore, we give our customers good services after sales
such as replacing error products, free delivery, and following and monitoring
products being used during constructional implementation. Moreover, we will visit
our customers in their offices or outside in order to listen to their complaints as
well as inviting them in some events and parties.
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Action Plan
Action Person Responsible Time Frame
Training Sales Team Nguyen Ngoc Tuyen From January 1 to 2
Analyzing customers’ needs
Mai An Phuoc From January 1 to 5
Making Sales Strategy Nguyen Ngoc Tuyen From January 5 to 10
Building Communication Plan
Nguyen Ngoc Tuyen From January 5 to 10
Visiting Customers Nguyen Ngoc Tuyen
Mai An Phuoc
Dinh Cong Tai
Le Ngoc Hoang Nhat
Nguyen Thi Thao My
Start from January 16 until the end of the year of 2015
Making Presentations All Sales Team Members Start from January 16 until the end of the year of 2015
Post-sale follow-up All Sales Team Members Start from January 16 until the end of the year of 2015
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Required Resources
1 BibliographyEurowindow. (n.d.). Retrieved 1 6, 2015, from http://www.eurowindow.biz/en/Home/intro-77/853/Eurowindow-Introduction.aspxEurowindow. (n.d.). Retrieved 1 6, 2015, from http://eurowindow.biz/vn/home/tin-tuc-1/tin-noi-bo-293/990/i-hi-c-ng-thng-nin-nm-2012-cng-ty.aspxEurowindow cung cấp hệ thống cửa và vách nhôm kính lớn cho dự án Thang Long Number One. (2013). Tien Phong , http://www.tienphong.vn/Kinh-Te/eurowindow-cung-cap-he-thong-cua-va-vach-nhom-kinh-lon-cho-du-an-thang-long-number-one-643903.tpo.Eurowindow. (n.d.). Eurowindow ba năm liền nằm trong TOP 500 Doanh nghiệp lớn nhất Việt Nam. http://tuyendung.eurowindow.biz/426/20130118141510/eurowindow-ba-nam-lien-nam-trong-top-500-doanh-nghiep-lon-nhat-viet-nam.htm.Hợp tác giữa Viglacera và Eurowindow, hai nhà sản xuất và lắp dựng hàng đầu tại Việt Nam. (n.d.). http://viglacera.com.vn/vi/tin-tuc-su-kien/hoat-dong-kinh-doanh/hop-tac-giua-viglacera-va-eurowindow-hai-nha-san-xuat-va-lap-dung-hang-dau-tai-viet-nam-id-5298.html.Hợp tác giữa Viglacera và Eurowindow, hai nhà sản xuất và lắp dựng hàng đầu tại Việt Nam. (2012, 02 08). http://viglacera.com.vn/vi/tin-tuc-su-kien/hoat-dong-kinh-doanh/hop-tac-giua-viglacera-va-eurowindow-hai-nha-san-xuat-va-lap-dung-hang-dau-tai-viet-nam-id-5298.html.My, H. (2013, 8 30). Business. Retrieved from http://kinhdoanh.vnexpress.net/: http://kinhdoanh.vnexpress.net/tin-tuc/doanh-nghiep/doanh-nghiep-viet/eurowindow-cung-cap-cua-cho-du-an-thang-long-number-one-2873057.htmlNam, N. T. (n.d.). Market revival is the year's highlight. http://www.vir.com.vn/market-revival-is-the-years-highlight.html.Tuyen, T. D. Kinh tế Việt Nam năm 2014 va triên vong 2015. Viglacera. (2014, 6 16). Retrieved 1 6, 2015, from http://www1.viglacera.vn/detail.aspx?param=108Dem9uZT10b3AmZ3JvdXBpZD0xMjAzJmlkPTAxViglacera. (2014, 6 16). Retrieved 1 6, 2015, from http://www1.viglacera.vn/detail.aspx?param=108Dem9uZT10b3AmZ3JvdXBpZD0xMjAzJmlkPTAxViglacera. (2014, 6 16). Retrieved 1 6, 2015, from http://www1.viglacera.vn/detail.aspx?param=108Dem9uZT10b3AmZ3JvdXBpZD0xMjAzJmlkPTAxViglacera. (2014, 6 16). Retrieved 1 6, 2015, from http://www1.viglacera.vn/detail.aspx?param=108Dem9uZT10b3AmZ3JvdXBpZD0xMjAzJmlkPTAxViglacera. (2014, 6 16). Retrieved 1 6, 2015, from http://www1.viglacera.vn/detail.aspx?param=108Dem9uZT10b3AmZ3JvdXBpZD0xMjAzJmlkPTAxViglacera. (2014, 6 16). Retrieved 1 6, 2015, from http://www1.viglacera.vn/detail.aspx?param=108Dem9uZT10b3AmZ3JvdXBpZD0xMjAzJmlkPTAxViglacera. (2015, 1 6). Retrieved from http://www1.viglacera.vn/detail.aspx?param=108Dem9uZT10b3AmZ3JvdXBpZD0xMjAzJmlkPTAxViglacera. (2015, 1 6). Retrieved from http://www1.viglacera.vn/detail.aspx?param=108Dem9uZT10b3AmZ3JvdXBpZD0xMjAzJmlkPTAxViglacera. (2014, 1 16). http://www1.viglacera.vn/detail.aspx?param=108Dem9uZT10b3AmZ3JvdXBpZD0xMjAzJmlkPTAx. (Viglacera, Producer, & Viglacera) Retrieved 01 16, 2014, from http://www1.viglacera.vn: http://www1.viglacera.vn/detail.aspx?param=108Dem9uZT10b3AmZ3JvdXBpZD0xMjAzJmlkPTAxViglacera. (2015, 01 06). http://www1.viglacera.vn/detail.aspx?param=108Dem9uZT10b3AmZ3JvdXBpZD0xMjAzJmlkPTAx. Retrieved from
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http://www1.viglacera.vn/: http://www1.viglacera.vn/detail.aspx?param=108Dem9uZT10b3AmZ3JvdXBpZD0xMjAzJmlkPTAxViglacera. (2014, 6 16). Introduction. Retrieved from Overview: http://www1.viglacera.vn/detail.aspx?param=108Dem9uZT10b3AmZ3JvdXBpZD0xMjAzJmlkPTAx
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