| Author | Khuu Tan Hanh |
| Note | A project submitted in partial fulfillment of the requirements for the
degree of Master of Business Administration (Executive) in
International Business – Management of Technology (VN), School of Management |
| Publisher | Asian Institute of Technology |
| Abstract | In today context of fierce competition in the consumer product sector in Vietnam, having a
capable and effective sales force is one of the decisive factors for companies to win in this
market. Higher sales force effectiveness can be achieved through improvements in sales
execution and coaching of the sales force as well as the right kind of technology
application to support the sales force.
The study aims to explore what are the key factors that impact on sales force effectiveness,
to analyze the relationship between these factors and sales force effectiveness and sales
force performance; and to propose initiatives to further improve sales force effectiveness
and, eventually, enhance sales performance at MASAN Group, a large local consumer
product company. This study is conducted within MASAN Group by using a survey of
questionnaire among sales force sample.
Quantitative analysis method was employed involving Descriptive Statistics Analysis,
Reliability Testing and Linear Regression Analysis.
The key recommendations were then put forward including improvements in the training/
retraining, coaching and development for the current sales force and applying a new
mobility technology to upgrade the effectiveness of the sales force in order to, eventually,
enhance sales force performance at MASAN Group. |
| Year | 2014 |
| Type | Project |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (Executive) in International Business - Management of Technology (VN/BKK)) |
| Chairperson(s) | Swierczek, Fredric W.;Huynh Trung Luong; |
| Examination Committee(s) | Bechter, Clemens ;Tritos Laosirihongthong; |
| Scholarship Donor(s) | BAT Vietnam; |