strategic account business plan

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

Eurowindow Company 5/2/2023


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.



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)



● 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



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)



• 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



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.



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]


Board of Director

Real Estate Business

Project Development

Economic

Board of Management

mailto:[email protected]

mailto:[email protected]


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


Team LeaderNguyen Ngoc Tuyen

SalespersonMai An Phuoc

SalespersonLe Ngoc Hoang

Nhat

SalespersonDinh Cong Tai

SalespersonNguyen Thi Thao

My


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.



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



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



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



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.



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 5/2/2023


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)



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



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



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



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.



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



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



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
