Objective: Understanding the market segmentation and competitors’ strategy in Vietnam; Analyzing internal organization of their local sales team to see which adjustments and improvements shall be done.
Project background:
For the last few years, the mattress & bedding market has evolved a lot in Vietnam with a mix of imported and local products. In order to understand why their sales volume has been quite unstable for the past few years Dunlopillo decided to conduct a full audit of their local structure and find out how they could better match with market’s new expectations.
Solutions:
We started with an in-depth Market analysis (Positioning, Products, Dealer Network, Concept store). This proved that the mattress industry is still in the growth phase thanks to a demand that keeps getting higher and higher as the population is getting more and more keen into the use of mattresses. As a consequence, we issued 7 strategic recommendations to Dunlopillo regarding how to position their products.
The second step was to conduct several interviews with key people of their organization: Country Manager, Assistant CM, Marketing Manager, Project Sales Manager, Sales Executives, Regional Sales Manager, HR Manager and Factory Manager. This helped us to understand the history of their development, their strengths and weaknesses and to evaluate the skills and motivation of the local workforce.
Eventually, we conducted 10 on-site interviews with key dealers and business partners. We collected their feedbacks about Dunlopillo sales support and also analyzed their sales methods (offline and online).
Results:
- 350-page report
- Almost 20 detailed interviews of employees and dealers
- 10 key recommendations to improve Dunlopillo presence on the market and sales team organization
According to our client and the project leader of this whole project: “we praise SOA for your work and your strong local connections. Without SOA’s ability to collect information from key people, we would not have been able to reach our goals”.
