UNIVERSITY OF ECONOMICS HO CHI MINH CITY
International School of Business
------------------------------
Nguyen Kim Long Chau
INAPPROPRIATE PRICING STRATEGY
IN GROUPE SEB VIETNAM
MASTER OF BUSINESS ADMINISTRATION
Ho Chi Minh City – Year 2020
UNIVERSITY OF ECONOMICS HO CHI MINH CITY
International School of Business
------------------------------
Nguyen Kim Long Chau
INAPPROPRIATE PRICING STRATEGY
IN GROUPE SEB VIETNAM
MASTER OF BUSINESS ADMINISTRATION
SUPERVISOR: DR. TRAN PHUONG THAO
Ho Chi Minh City – Year 2020
Table of Contents
1
PROBLEM CONTEXT ......................................................................................... 6
1.1
Groupe SEB overview ................................................................................................................... 6
1.2
Symptoms ..................................................................................................................................... 8
1.2.1
Sales decline ......................................................................................................................... 8
1.2.2
Low gross profit .................................................................................................................... 8
2
PROBLEM IDENTIFICATION ......................................................................... 10
2.1
Problem analysis ......................................................................................................................... 10
2.2
Possible problems ....................................................................................................................... 11
2.2.1
Poor sales team performance............................................................................................. 12
2.2.2
Weak cost management ..................................................................................................... 14
2.2.3
Inappropriate price setting ................................................................................................. 17
2.3
Main problem validation ............................................................................................................ 21
2.4
Problem definition and consequences ....................................................................................... 23
2.4.1
Problem definintion ............................................................................................................ 23
2.4.2
Consequences ..................................................................................................................... 23
3
CAUSE VALIDATION ....................................................................................... 25
3.1
Possible causes ........................................................................................................................... 25
3.2
Cause validation.......................................................................................................................... 29
3.2.1
Poor distributor chains ....................................................................................................... 29
3.2.2
High inventories and pressure in slow-moving stock to the pricing................................... 31
3.2.3
Issue with price waterfall structure (Main cause) .............................................................. 31
3.2.4
Low brand image ................................................................................................................ 35
3.3
Main cause validation ................................................................................................................. 36
4
SUGGESTED SOLUTIONS ............................................................................... 37
4.1
Solution for price waterfall management .................................................................................. 37
4.2
Solutions selection ...................................................................................................................... 39
1
4.2.1
Control price waterfall and profit management ................................................................ 40
4.2.2
Simplify the Price Waterfall Structure ................................................................................ 41
4.3
Action plan in Organisations ....................................................................................................... 41
5.
SUPPORTING INFORMATION ....................................................................... 43
5.1
Summary of research method .................................................................................................... 43
5.2
Interview scripts ......................................................................................................................... 43
2
List of abbreviation
ORFA
Operating Result from Activity
NS
Net sales
GM
Gross margin
SGM
Standard Gross margin
KSI
Key strategic indicator
GT
General Trade
MT
Modern Trade
ES
Electronic Supermarket
SM
Supermarket
OPEX
Operating expenses
KVND
Thousand Vietnam dong
SDA
Small Domestic Appliances
KAMs
Key Account Managers
PWF
Price waterfall
MLA
Main large account
SLOB
Slow moving and obsolete
RSP
Retail selling price
DMX
Dien May Xanh
CP
Cao Phong – Dien May Cho Lon
NK
Nguyen Kim
EOL
End of life products
3
List of tables
Table 1
Net revenue report (2016 – 2019 KVND)
Table2
Revenues to gross profit 2016 – 2019 (KVND)
Table3
Other market brand Gross profit margin 2019 (%)
Table 4
Sale by Main category (MVND)
Table 5
Actual revenue compared to Budget 2017 – 2019 (KVND)
Table 6
Sale by distributor (KVND)
Table 7
Profit and Loss Statement (MVND)
Table 8
Trading term (price discount on invoice) 2019
Table 9
Sales by Distributors 2016 – 2019 (KVND)
Table 10
Action plan in details
List of Figures
Figure 1
Organizations Chart – Groupe SEB Vietnam
Figure 2
Revenues to gross profit 2016 – 2019 (KVND)
Figure 3
Gross margin declined from Table 4
Figure 4
Initial Problem mess map
Figure 5
Price waterfall structure.
Figure 6
Pocket price
Figure 7
Possible Cause effect tree
Figure 8
Sample of a Groupe SEB price waterfall – Cao Phong
Figure 9
Sample of a Groupe SEB price waterfall – DMX
Figure 10
Roadmap for PWF – Supermarket
Figure 11
Final cause Effect map
Figure 12
Price waterfall paradigm and profitability
4
EXECUTIVE SUMMARY
Groupe SEB is one of the global leaders in small domestic appliances over the world with
notable brand names include All-Clad, Krups, Moulinex, Rowenta, Tefal. In Vietnam, after
mergers and acquisitions (M&A) Asia Vina Fan since 2015, Groupe SEB confirmed and expected
to build up the strong manufacturing and merchandise system in Home comfort category.
However, Groupe SEB’s business result has shown the down trend in recent years in term of
revenue and operating profit margin.
Few possible problems have been discussed by conducted in-depth interview and validated
by theory-formed to see main problem is due to price structure model and specifically is pricing
strategy, pricing structure. Consequences from wrong pricing setting may lead to some effects that
impact to revenue and therefore net profit is not as good as expected.
The main cause lead to the problem is walked through and confirmed via theory formed as
well as some in-depth interview. This is mainly from price setting from Price waterfall structure.
From there, some alternatives solutions are researched and offered from the current situation
of Groupe SEB. The solution is also focused more on how to see the leak in price from waterfall
model and design some action plan in this study.
5
1
1.1
PROBLEM CONTEXT
Groupe SEB overview
Groupe SEB is global leader in large French consortium that produces small appliances.
It owns 27 brands including international name: All-Clad, Krups, Lagostina, Moulinex,
Rowenta and Tefal are selling in more than 150 countries. It is the worldwide leader for electric
fryers, convivial cooking, toasters, cookware, pressure cookers, bread makers, food preparation,
steam irons, steam stations, electrical steamers, electric kettle, etc…
Groupe SEB had approached Vietnam in 2004 and since May 2011, Groupe SEB had M&A Asia
Vina Fan and become a strategic partner at 65% capital price at that time, and fully owned in 2015.
In Vietnam, Groupe SEB own 4 brands:
•
ASIAVINA: All kinds of fans
•
SUPOR: Rice cooker, fried pans, cookware, etc…
•
TEFAL: Cookware, steam iron, rice cooker, Blender, Fans, etc…
•
ROWENTA: Fans to export Groupe.
Groupe SEB Vietnam organizational structure is presented in Figure 1 below
MANAGING
DIRECTOR
FINANCE
SALES
DOMESTIC
MARKETING
EXPORT/
B2B
HUMAN
RESOURCE
INDUSTRY
CSS
MARKET
SUPPLY
CHAIN
IT
SALES
RETAILS
PRODUCT
EXPORT
RECRUITMENT
TRAINING
DIRECT
LABOR
SERVICE
NETWORK
DEMAND
PLANNING
F&A
SALES NON
RETAILS
MARCOM/
DIGITAL
B2B
C&B
INDIRECT
LABOR
TECHNICAL
SUPPORT
S.ORDER
PROCESSING
LEGAL
TRADE
HR ADMIN
CALL
CENTER
EMPLOYEE
RELATION
&ADMIN
SPARE
PARTS
Figure 1: Organizations Chart – Groupe SEB Vietnam
6
Since May 2011, Groupe SEB has acquis ion Vietnamese company Asia Fan, and become a leader
on Fan market. By the M&A Asia Fan. Groupe SEB holds 65% of the capital, 30% holds by
originator and 5% by employees.
Asia Fan was established by the Vietnamese name Vu Dinh Phuong which traditional industry is
manufacturing and marketing Fans and maintain like 25% of domestic market. Fan is a huge
category of household appliance in Asia Pacific and its famous brand name in old times, it has
total 40 stores and 2 industrial factory in Vinh Loc and Binh Duong with more than 700 employees.
Together with Supor, a cookware and kitchenware brand name (original from China
manufacturing) and Tefal (a branch name from France). Groupe SEB will expect to approach to
the big potential market in Vietnam.
Thierry de La Tour d’Artaise, Chairman and CEO of Groupe SEB declares: “The takeover of Asia
Fan is perfectly in line with our strategy of development in emerging countries. Beyond our
presence in Vietnam and Supor’s crucial action in the region, it will open doors to other markets
in South-East Asia”.
However, until 2019 from 45 retail store in 2015 now left over 9 stores “Home and Cook” and
retails partner. In reality Groupe SEB Vietnam hasn’t shown up the rapidly growth as expected as
well as the lack of attractive brand name.
It’s not that hard for consumer to choose any other competitor name as Panasonic, Sanyo, Midea,
Electrolux, Aqua... especially SENKO in Fan which is a lot cheaper and good quality. The reasons
are, firstly these brands are strong reputation amongst consumers and secondly, Panasonic, Midea,
etc… aggressively launched promotional and advertising programs to attract customer. Moreover,
their strong relationships with retailer put their brands at the top of sales representatives’
recommendation list, and this further boosted their sales.
7
1.2
Symptoms
1.2.1 Sales decline
The sales in an organization represent for size the business. Any activity that impact to
sales and revenue will be considered as a big factor to business and the growth of business over
the time.
Over the last 4 years (2016 – 2019) have been deeply decreased over the years from 681bil
in 2016 to 415bil by end of 2019. Compared to 2018, sale in 2019 has declined 20% and 61% if
compared to 2016.
Net sale
Month
2016
2017
2018
2019
Jan
42,740,683
20,382,394
54,154,715
25,688,964
Feb
37,013,470
23,487,228
32,188,494
11,368,157
Mar
74,340,429
52,714,396
65,250,731
30,303,369
Apr
72,399,592
54,717,874
63,184,291
48,689,880
May
70,017,491
46,442,941
61,992,206
56,442,760
Jun
57,091,578
39,386,914
47,387,743
44,351,505
Jul
42,112,791
28,754,357
24,827,751
31,045,985
Aug
41,117,023
46,968,831
31,978,819
33,132,737
Sep
40,053,406
54,810,108
37,974,606
29,814,206
Oct
42,977,484
42,203,690
32,843,699
28,660,462
Nov
70,640,036
45,981,629
34,249,257
38,171,491
Dec
90,709,277
73,607,925
34,052,703
37,276,032
6 8 1 ,2 1 3 ,2 6 0
5 2 9 ,4 5 8 ,2 8 4
5 2 0 ,0 8 5 ,0 1 3
4 1 4 ,9 4 5 ,5 4 9
Grand Total
Table 1: Net revenue report (2016 – 2019 KVND)
1.2.2 Low gross profit
After reviewing some of financial figures and interview all member of management team
of the company, the symptoms of problem had revealed as following
Groupe SEB’s Gross profit margin have decreased steadily over the years (2016-2019)
Operating Result from Activity (Gross profit) is Groupe SEB’s main performance indicator. It
corresponds to gross sales minus discount to distributors, operating costs (cost of sales)
8
Though Groupe SEB is well-known in others continent such as Europe, America, Canada, Africa.
In Vietnam, this name is still the newbie which has just been re-invested since 2011 and well
equipped in 2015. Facing with the new emerging market and existing local competitors is such a
difficult task for Groupe SEB Vietnam management. In specific, the gross profit from 2016 to
2019 showing at very low over the time 2016 to 2019 (from 22 – 28% at max).
Gross
Year
Gross sales
Net sales
Gross profit
2016
757,521,635
681,213,260
163,122,078
24%
2017
561,874,485
529,458,284
148,916,071
28%
2018
553,023,130
520,085,013
115,735,133
22%
2019
451,134,894
414,945,548
109,364,003
26%
margin
GR O SS SAL E S
NE T SAL E S
2016
Gross profit, 109,364,003
Gross profit, 115,735,133
2017
Gross profit, 148,916,071
Gross profit, 163,122,078
Net sales, 414,945,548
Net sales, 520,085,013
Net sales, 529,458,284
Net sales, 681,213,260
Gross sales, 451,134,894
Gross sales, 553,023,130
Gross sales, 561,874,485
Gross sales, 757,521,635
Table 2: Revenues to gross profit 2016 – 2019 (KVND)
2018
2019
GR O SS PR O FIT
Figure 2: Revenues to gross profit 2016 – 2019 (KVND)
9
Compared to others brand name like Samsung and Panasonic or Philips and on average of industry
which gross margin fluctuate around 35-45%, Groupe SEB current gross margin seems to be at
very low point.
Year/Brand
Samsung
Philips
Panasonic
2019
35.62%
45.46%
29.3%
Average
Min: 32.03
Min: 38.36
Min: 25.26
profit margin
Max: 46.03
Max: 47.2
Max: 29.77
Table 3: Other market brand Gross profit margin 2019 (%)
2
2.1
PROBLEM IDENTIFICATION
Problem analysis
To further understand on the decline of gross sales as well as gross margin, an analysis of the
revenue of 6 main categorigs of Groupe SEB as follow:
Net sales
CATEGORY
FANS
COOKWARE
RICE COOKERS
OTHER SDA
IRONS
SPARE PARTS
Grand Total
2016
2017
2018
2019
331,912,602 306,919,821 266,755,302 232,252,821
188,155,897 96,533,142 97,075,819 71,977,053
65,771,937 61,029,445 68,107,253 61,302,881
68,466,387 49,734,470 62,343,221 37,913,179
12,641,881
6,430,814
13,814,638
9,371,416
14,264,557
8,810,592
11,988,780
2,128,198
681,213,260 529,458,284 520,085,013 414,945,548
2016
31.2%
15.0%
19.2%
17.7%
33.6%
15.5%
23.9%
Gross margin (%)
2017
2018
29.1%
20.4%
20.3%
19.0%
32.9%
31.6%
32.4%
25.4%
29.5%
32.0%
21.0%
7.6%
28.1%
22.3%
2019
22.5%
29.0%
33.2%
31.2%
33.5%
40.3%
26.4%
Table 4: Sale by Main category (MVND)
Fans: Key product in Vietnam which was very well-known brand since the old times as Electric
Asia Fan. From 331Bil in 2016 to drop down 232bil in 2019 (-43%), that means half of the market
share now falling to other brands name such as Midea, Mitsubitshi, Toshiba, etc… Along with the
modern trending upward, the product improvement plus more convenient and unique may help to
10
bring the brand to be outstanding in the market, without efforts in product research and
development, sales and sale target is hardly to be achieved as expected for business.
Cookware: This category combined for all kinds kitchen utensils such as: frying pan, pressure
cooker, saucepans, induction hobs, etc…Almost are imported from France (Tefal) or from China
(Supor) but at high-end segment, therefore revenue for this also not that great, from 188 Bil
down to only 71Bil in 2019 (deep down more than 60%)
7.6%
17.0%
15.5%
21.0%
33.6%
29.5%
32.0%
33.5%
25.4%
31.2%
32.4%
32.9%
31.6%
33.2%
19.0%
15.0%
20.3%
19.0%
20.4%
22.5%
29.0%
31.2%
29.1%
40.3%
Rice Cooker/Steam Iron/ SDA: The same as Fans and Cookware, all slip over out of the market.
FANS
COOKWARE
2016
RICE
COOKERS
2017
OTHER SDA
2018
IRONS
SPARE PARTS
2019
Figure 3: Gross margin declined from Table 4
2.2
Possible problems
From the symptoms and data results above, the company that leaded by General Manager (GM)
and Head of Departments including Finance Director (FD), Key Account Manager (KAM) and
Marketing Director (MD) to set up a focus group to discuss find out what possible problems may
have. The meetings are organized and take noted by Chau (Commercial Finance) included all
head departments in the sale and marketing short meeting.
11
Mr. Suwasit – General Manager
Ms. Hoang Le Hang – Finance Director
Ms. Tran Thi Tuyet Hong – Marketing Director
Ms. Huynh Van Hoa Hiep – Sales Director (B2B and South)
At Level 12, Lottery Tower, Friday afternoon 1:30pm, April 03rd 2020
Several questions are raised according to set of financial data provided and answers are taken
note, there’re some possible problems are highlight and takes note
2.2.1 Poor sales team performance
According to Alexander (1) it is very clearly to say that sales department and sale specialise
play a vital role with consumer and could create benefit with all of their relationship.
Zallocco et al (2) describes sales performance in the following way: “sales performance is
ideally an integrative part of an organization’s strategy. Sales performance measurement should
be in line with overall organizational mission and objectives, and measurements should direct
salesperson towards desired behaviours, and thus outcomes”.
When a company set up and promote any kind of products, it is the responsibility of sales
team to well know about the products, any of characteristic of products. (3) Dannenberg, “This is
an important task, because a company must develop its product range in order to retain its
competitiveness in the future. If the sales force does not sell the new products to the customers,
there will be a point when the old products are no longer enough against competitors' products and
the customer might change supplier”.
Sale team is the skeleton of business, and sale head is the man who drive the business with
the target and confront all challenges to bring back the best outcome for business, without non
proactive sale team, the business is hardly achieve the goal, especially in the home appliances
products, which challenged by so many competitor such as Samsung, Panasonic, Electrolux,
Philips, etc.
12
Below table showing the actual sale trend from 2017 – 2019, actual performance only
reaches over 70% against the budget set. The managing director always has to adjust target by
forecast and re-forecast to keep closer the gap. However, at this moment, the whole picture looks
still grey and very tough to be turning back.
KEY FIGURES (KVND)
Ordinary Activity Revenues
ACT2019
BUD 2019
414,945,001 573,809,748
72.3%
ACT2018
BUD 2018
520,085,013 722,283,546
72.0%
ACT 2017
BUD 2017
529,458,284 739,506,159
71.6%
Table 5: Actual revenue compared to Budget 2017 – 2019 (KVND)
According Mr. Suwasit – current Managing Director who share some thoughts:
“My mission now is very critical and full of challenging. Particularly, the first step is how
to restructure the sales department, along with building up the key strategic indicator (KSI)
in short term and long term. It is a main reason for Groupe SEB losing the pie in the
Vietnam market because we lack the key drivers who can lead the right direction for
business”
In addition, the data on the distribution channel of Group SEB aslo shows variations of net sales
via different channels including wholesalers, Morden trade, business to business, supermarket
Channel
WHOLESALERS
MORDEN TRADE
BUSINESS TO BUSINESS
SUPERMARKET
OWN RETAILING SHOPS
AGENTS
INDEPENDENTS
PARTNER RETAIL SHOPS
INTERNET PURE PLAYER
SALES TO EMPLOYEES
Grand Total
2016
Net Sales
259,256,546
52,085,201
212,392,057
4,706,035
47,722,988
39,228,146
65,822,288
GM %
24.5%
30.9%
14.5%
30.1%
46.1%
25.0%
29.7%
0.0%
0.0%
0.0%
681,213,260 23.9%
2017
Net Sales
198,594,693
128,365,469
9,244,728
113,280,977
34,883,813
45,088,604
GM %
29.2%
26.7%
25.8%
25.8%
47.1%
19.2%
0.0%
0.0%
0.0%
0.0%
529,458,284 28.1%
2018
Net Sales
155,456,236
219,098,612
14,380,610
83,067,496
22,360,954
19,891,573
1,036,602
4,705,521
87,409
GM %
27.1%
17.1%
21.4%
24.2%
40.9%
10.7%
50.3%
22.7%
34.6%
0.0%
520,085,013 22.3%
2019
Net Sales
131,917,168
201,783,698
10,889,017
44,269,999
6,791,923
6,031,000
1,413,130
8,564,935
2,398,071
886,608
GM %
27.9%
24.5%
29.9%
30.1%
33.9%
17.9%
52.3%
28.7%
34.1%
-89.4%
414,945,548 26.4%
Table 6: Sale by distributor (KVND)
13
In the Groupe SEB, we distribute the products via a few sales channels:
Wholesaler (GT): General Trade which are small dealers, outlets across Vietnam from North to
Mekong, selling electric stuffs, main products for it are Asia Fan, some of kitchenware or rice
cookers. Net sales in 2019 is only 131bil, decrease 100% against 2016 though gross margin is at
27.9%. In Fan industry, Asia Fan is facing with SENKO is the very big competitor, most of Senko
Fans are spread overall the small shops, dealer, retail store, etc… at the very low price with better
quality.
Modern Trade: the term combines all kinds of electronic super market : Dien May Xanh (The Gioi
Di Dong), Nguyen Kim, Cao Phong (Dien May Cho Lon), Thien Nam Hoa (Thien Hoa). Started
since 2016 at 52bil, this ES is the key profitability one for business, the only channel have sales
upward over the year. In 2019 revenue at 201bil though decreased 10bil compared to 2018 due to
high stock risk. However, ES channels still is the last saver among the whole picture.
Supermarket: This channel is more focusing on kitchen utensils such as fried pan, steam pans, rice
cooker, steam irons…However, in 2019 the revenue is half down only 44bil compared to 83bil in
2018. The most impact to sale is Supermarket chains such as Coop Mart, Lotte, Aeon Mall, EMart, Mega and Kohnan. Due to some changing in Supermarket coordinator structure, these
supermarkets have decreased number of buying dramatically and make hugely impact to revenue
(60%) from 83bil in 2018 to 44bil in 2019.
Above table showing the sale details by distributor: Wholesalers, Modern trade, Supermarket and
Retailer... although some new distributors are developing; however, the net sales of almost the
channel are declined, except for the modern trade. In other words, almost all channels are going
down (2019 down 39% vs 2016, 22% vs 2017 and 20% vs 2018)
2.2.2 Weak cost management
Cost Management is one of the tool to help business keep track of their expenditure and therefore
make some strategic decision when need to spend more and when need to saving cost. (4) As Coper
said “Strategic cost management methods can be applied in service, manufacturing, and not-forprofit areas, these cost management systems will not only manage costs, but also enhance profit
consciousness”
14
Operating expenses (OPEX) refered to any expenses for Sales overhead activity, General
Aministration and Marketing operating cost. These expenses are seperately with production or
manufacturing cost of product. In the Profit and Loss statement, OPEX is set below Gross profit
margin and it is one of the important part in basic business
Below illutrated the basic Profit and Loss statement.
From above basic P&L, Operating expenses are minus from Gross profit, and final result is Net
income
Should the management wants to improve the Net income, it has to cut off few related part,
however, reducing OPEX could be the better option. Moreover, OPEX itself doesn’t impact to
price of product either quality of product, Hence, adjusting OPEX toget the expected net income
shoudl be one of the option at management level that not impact anything to product and quality.
In the structure of Profit & Loss, apart from Revenue and Cost of goods sold, the most impacted
factor to business is operating expense that are related to business operation. At Groupe SEB,
OPEX are categorized as 3 divisions:
•
S/t Proportional means any expenses occurs during the sale, speed of sale growth. They are
Direct cost, storage, freight out and after sale service (ASS)
•
S/t Drivers means any kind of expenses occurs to help to simulate the sale such as Product
conception (R&D), advertising and operational marketing
15
•
S/t Structure means all of expenses related to overhead cost to business include commercial
(sale) expenses, G&A, exchange different.
•
Among 3 categories of OPEX, S/t Structure consume the most impact part which is 14.7% in
total sale at 61bil VND in 2019 combined both of commercial and G&A are the 2 big factors
that impact to net profit margin
FY
P&L in M VND
T70 ORDINARY ACTIVITY REVENUES
2016
%
681,213
2017
%
529,458
% Sales growth vs N-1
2018
%
520,085
2019
163,122
-10,886
-188
152,049
-27,497
-24,124
-73,959
26,469
0
26,463
PRIMARY CONTRIBUTION
26,469
9,384
1.8%
-18,896
%
480,100
1.2%
23.9% 148,916 28.1% 115,735
-1.6% -20,928 -4.0%
4,400
0.0%
2,996
0.6%
0
22.3% 130,984 24.7% 120,135
-4.0% -38,173 -7.2% -43,034
-3.5% -22,104 -4.2% -30,313
-10.9% -61,322 -11.6% -65,684
3.9%
9,384
1.8% -18,896
0.0%
-5,287 -1.0% -14,209
3.9%
4,097
0.8% -33,104
3.9%
BUD2020
V3
414,946
-22.3%
T71 Standard gross margin
Local Variances + Other COS
Allocated Variances + Other COS
Gross margin (T02)
s/t Proportional
s/t Drivers
s/t Structure
OPERATING CONTRIBUTION
Allocated Costs
ROPA
%
0.0%
22.3%
0.8%
0.0%
23.1%
-8.3%
-5.8%
-12.6%
-3.6%
-2.7%
-6.4%
109,364
-674
0
108,690
-39,120
-26,361
-61,143
-17,933
-19,394
-37,327
26.4%
-0.2%
0.0%
26.2%
-9.4%
-6.4%
-14.7%
-4.3%
-4.7%
-9.0%
133,767
-9,451
0
124,316
-38,296
-49,429
-73,713
-37,122
-32,375
-69,497
27.9%
-2.0%
0.0%
25.9%
-8.0%
-10.3%
-15.4%
-7.7%
-6.7%
-14.5%
-3.6%
-17,933
-4.3%
-37,122
-7.7%
Table 7: Profit and Loss Statement (MVND)
In Groupe SEB, the S/t Structure is classified as all kinds of expense related to Commercial
expenses, Sale overhead expenses and General& Administrative expenses. Inside Commercial it
has 2 sub expenses nature are Direct commercial and Sales overhead expense that capture all of
salaries and wages and business development cost from Sales team. General& Administrative
expenses have 6 sub expense nature. They are Finance, Legal, IT, HR, General overhead, and
management & other tax expenses which combined salaries and wages as well. This S/t Structure
cost is always higher than S/t Proportional and Driver over the years. It has some reasons behind
but mainly is because number of headcount in Sales department is growing up. Among them,
structure cost is related mostly to Salary and wages, which consumed a big part in it.
Ms. Hang (Finance Director) state in the 1st interview that:
“G&A cost that HR recruitment fee consumes a lot in last year. The turnover rate in HR
is high and lack of commitment is also a reason that keep up our cost at very high.”
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The Operating contribution is the net profit margin. From 2018 to 2019, net profit margin is at
loss: -3.6% in 2018 and worse in 2019 ended at -4.3% equivalent to the loss average 18bil VND
each year. The grey situation influenced by poor operation expense management, the decreased
rate of OPEX can’t cover enough the down rate of Revenue. Therefore, company still bear the
loss over 2 years.
2.2.3 Inappropriate price setting
According to Rajagopal (5) “prices indicate perceptions of customer value, and delineate
objectives of the firms”. Hence, pricing is one of the most important issue for business strategy in
almost of management level. In addition, Krzysztof (6) states that “the price setting and negotiation
process in the B2B field is a complex process that requires a solid methodology and usually also
tools to make the process as efficient as possible”.
The Price Waterfall model is efficient method that making the end-user net net price and a tool for
management to control their pocket revenue.
From a market site visit, we conducted an interview with Mr. Hiep – Sale manager in
Export & South B2B, he mentioned “one of the reason that consumer hardly to approach almost
Groupe SEB products is the Price setting are too high when the brand name seems to be not so
close to them, at the same high price, consumers have tendency to choose the more familiar name
like Panasonic or Philips, assuming quality of products are the same.”
Moreover, following the past and current price strategy of Groupe SEB, it is almost
supporting for sell-in but totally forgot to supporting sell-out (sell-out is the sell to direct
consumer). Discount price will be offered to support distributor at their side which deducted on
invoicing.
Sell-in is sell from Groupe SEB to distributors/wholesaler – B2B to be recorded as revenue.
Sell-out is the sell from distributors to direct consumer – B2C not recorded as Groupe’ revenue
but Distributor’s revenue.
With pressure on sales and sales target, salesman tried to use their relationship to push up
the sell in which creating a huge inventory at distributor warehouse (Dien May Xanh, Nguyen
Kim, Thien Nam Hoa, Cao Phong). Hence, once stock is at high level and distributor had little
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chance to sell out to the consumer, they will request salesman to offer deep discount or additional
discount to support them.
The discount rate based on selling price is such a big issue that drag down the net sale at lower
level, and impact directly to gross profit margin.
Below table illustrate the average discount rate from retail selling price water fall to all distribution
channels according to trading term
Fixed discount: except for Fans in GT channel which is 7% and Supermarket 16%, the other
channels have the wide range from 20%-31%. ES-DMX and ES-Nguyen Kim have highest fixed
discount at 35%
Rebate: is the amount business have to pay back to distributor such as discount but not in front
invoice, the rebate is paid at the month end and treated as sale promotion that marketing uses as
bonus or an incentives to boost sales. Rebate monthly lying from 4% to 10% depend on channels
Total discount: Basically, in average total discount for each channel is around 35% on retail selling
price. This means with $1 gross revenue, Groupe SEB only issue $0.65 net revenue. The more
discount rate applied, the less net sale to be collected even though the final price to consumer is
still the same. This doesn’t help pushing sell in neither sell out if distributor have no action on
promotion from their channels to customer
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