Table of Contents

Acknowledgement…………………………………………………………………………………………………. 2

List of Table…………………………………………………………………………………………………………… 5

List of Figure…………………………………………………………………………………………………………. 5

1. Introduction………………………………………………………………………………………………………….. 6
2. Sales Analysis……………………………………………………………………………………………………….. 7
   1. Guest sources analysis…………………………………………………………………………………….. 7
   1. Revenue stream……………………………………………………………………………………………… 11
   1. Problem context……………………………………………………………………………………………… 13
3. Problem Identification……………………………………………………………………………………….. 15
   1. Methods…………………………………………………………………………………………………………. 15
   1. Ineffective personal selling activities…………………………………………………………….. 16
   1. Lack of advertisements activities…………………………………………………………………… 18
   1. Unattractive sales promotion…………………………………………………………………………. 19
   1. Problem validation…………………………………………………………………………………………. 20
4. Causes…………………………………………………………………………………………………………………. 23
   1. Poor selling skills…………………………………………………………………………………………… 24
   1. Lack of target customers data………………………………………………………………………… 25
   1. Weak customer’s relationship……………………………………………………………………….. 26
   1. Cause validation…………………………………………………………………………………………….. 27
5. Alternative Solutions………………………………………………………………………………………….. 29
   1. Develop tracking customer system: CRM software………………………………………… 29

• Doing surveys on partners’ customer……………………………………………………………… 31
  • Solution validation………………………………………………………………………………………… 33
• Action plan of Organization………………………………………………………………………………. 34
• Conclusion………………………………………………………………………………………………………….. 35
• Appendix…………………………………………………………………………………………………………….. 36

References……………………………………………………………………………………………………………….. 49

List of Table

Table 1: The price of Hoang Hai Long Hotel Table 2: The price of Hoang Hai Long Hotel Table 3. Revenue stream from Y2017 to Q3.2019 Table 4: Action plan

Table 5: Revenue statement 2017 – 2019

List of Figure

Figure 1. The sources of Hoang Hai Long Guests from 2017 to Q3.2019 Figure 2. The purpose of staying of Guests Year 2018

Figure 3. The purpose of staying of Guests up to Q3.2019 Figure 4. Breakdown revenue on purpose of staying 2018 Figure 5. Breakdown revenue on purpose of staying 2019 Figure 6. The channels of booking in Year 2018

Figure 7. Revenue of each services from Y2017 to Q3.2019 Figure 8. Revenue quarterly from Y2017 to Q3.2019 Figure 10. Possible problems map

Figure 11. Cause – effect map Figure 12. Possible causes map

IMPROVE SALES PERFORMANCE VIA PERSONAL SELLING ACTIVITIES: THE CASE OF HOANG HAI LONG HOTEL

1.        Introduction

Hoang Hai Long hotel is a three-starts hotel in central of Ho Chi Minh City which is located on Pham Hong Thai street, Ben Thanh Ward, District One. There is one of the best locations in the center of Ho Chi Minh City as it is near Ben Thanh market, many famous destinations and crowded entertainment places. The hotel does not only provide rooms services but also has other services such as restaurant & bar; gyms, spa & massage; conference room; laundry service 24/24, tour booking; air ticket/ train ticket booking; shuttle service Hotel – Airport; motors/cars for rent. The capacity of Hoang Hai Long is 110 rooms which can provide service for about 400 guests. The restaurant can accommodate more than 200 guests while the conference room can contain around 100 guests. Hoang Hai Long hotel has nearly 50 staffs working in shift including fulltime and part- time in hotel room area and restaurant area.

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