NATIONAL ECONOMICS UNIVERSITY

ADVANCED ENGLISH PROGRAM

------------------------------------

SALE MANAGEMENT
GROUP ASSIGNMENT
KẾ HOẠCH BÁN HÀNG 3 THÁNG CTF

MEMBERS

Nguyễn Thị Thu Thảo (L) 11225943

Hoàng Minh Tâm 11225671

Hoàng Thị Yến 11227056

Nguyễn Mỹ Anh 11220381

Đỗ Quỳnh Chi

Ngô Anh Thư 11226095

Nguyễn Nam Khánh 11223057

Class: Marketing Management 64B

Lecturer: Mrs. Đinh Thị Vân Oanh

Ha Noi, November, 2024

TABLE CONTENT
 I. Overview
1. The history of CHAUTFIFTH
1.1 Overview of Chautfifth:
Chautfifth is a handbag brand founded by Ms. Tran Hoang Chau (born in 1991), who
currently holds the position of Creative Director. In addition to managing business and
operational tasks, Hoang Chau also focuses on strategy and creating new bag designs.

Chautfifth is a handbag fashion brand designed and manufactured in Vietnam, adhering to the
“PCV” criteria. In this, "P" stands for product – unique products, "C" for content – engaging
sales communication, and "V" for visual merchandising – emphasis on store display.

CHAUTFIFTH considers quality as its survival goal. All of the brand's handbag collections
are carefully crafted, meeting both aesthetic and practical standards.

The products at Chautfifth target customers who love novelty but don't want to spend too
much on a premium leather bag. With the target audience being the late Millennials and Gen
Z, who seek novelty in their purchases, Chautfifth releases a new product every month. The
bags are made from PU leather, personally tested by Hoang Chau – Founder, CEO, and
Creative Director – who used them for 7 months without any cracking or peeling before
moving to mass production.

Each bag is given a unique name with its own story. Chautfifth currently offers 12 types of
bags: Hat, Pocket, Hobo, Flower, Butterfly, Lace-Micro, Egg – Roll – Tacos – Sandwich,
Blackpink Boombayah, M Bag, Paper Tote, Raindrop, and Kameleon. The creation of
distinct personalities for each bag is a unique approach that sets Chautfifth apart from many
other domestic handbag brands on the market.
The bags come in various carrying styles, such as crossbody, hanging on belts/skirts, or
attaching to other bags, with fun shapes like raindrops, bread, sandwiches, and more,
combined with standout details like chains, patterns, color coordination, and striking
accessories.
The colors of the bags are luxurious and trendy, popular among young people, such as jade
green, avocado green, and brown. With unique designs, Chautfifth provides users with
impressive products that can be matched with various fashion styles, creating standout pieces
that express individuality.

The price range for Chautfifth bags is mid-range, from 700K to 2 million VND per bag.

1.2. Vision, mission and core value

The name “Chautfifth” carries a deep meaning, reflecting the philosophy behind the brand.
Apart from “Chau,” which is the founder’s name, “Fifth” in English means the number
“five,” but here it’s used to denote “the middle” – not too high but not too low, not too
expensive but not too cheap. This reflects the spirit of finding balance, embracing and
enjoying all aspects of life – which also serves as the declaration of the founder's life and
career philosophy.

As for the founder, Tran Hoang Chau, a 32-year-old with abundant creative ideas, turned
Chautfifth from a vague concept into a successful business entity in just 1.5 years. Before
entering the fashion industry, Chau had experience in Sales & Marketing, unrelated to
fashion design or manufacturing. However, with a strong passion for design and a desire to
create practical products, she decided to pursue the handbag business after completing a
design course. According to Chau, handbags are a niche market within the broad fashion
industry, without the fierce competition seen in clothing. Handbags do not have size issues
and are easier to visualize in styling, thus reducing the risks of unsold inventory due to size,
compared to clothing. After evaluating the fashion business, Chau decided to start her own
handbag business. This decision was not only based on personal preference but also careful
consideration of the market and consumer demand, demonstrating her determination and
clear vision for her brand.
2. Distribution network, main branches
Distribution network of Chautfifth
- Chautfifth’s distribution network focuses on e-commerce platforms and digital
channels. The brand has successfully utilized platforms like Shopee, leveraging
livestream campaigns to attract both domestic and international customers. This
approach allows them to penetrate markets such as Southeast Asia, including
Thailand, where they collaborate with local influencers (KOLs) to enhance brand
visibility.
In addition to e-commerce, Chautfifth emphasizes efficient operations by adopting advanced
retail technology from NextTech (supported through Shark Bình’s investment). This includes
streamlined payment systems and digital retail management to handle their online distribution

Main branches
- Chautfifth does not focus on physical retail stores. Instead, its main “branches” are
virtual, with its primary presence being on online marketplaces and its own digital
platforms. The company has not heavily invested in physical stores but rather
prioritizes global expansion via digital exports and influencer collaborations. As of
now, there is no significant mention of flagship or standalone stores

This strategy aligns with their commitment to innovation and cost-efficient scalability, which
has contributed to their valuation exceeding $20 million within just a few years

1. Online Distribution
Chautfifth’s primary focus is on online platforms, leveraging digital channels to reach a wide
audience both locally and internationally:
- E-commerce Platforms: Shopee, Lazada, and TikTok Shop are key sales channels for
the brand.
- Brand Website: The official Chautfifth website serves as a hub for product
information and direct purchases.
- Social Media: Instagram, Facebook, and TikTok are used for marketing, customer
engagement, and livestream sales.
2. Offline Distribution (Physical Stores):
Ho Chi Minh City:
• 288A7 Nam Ky Khoi Nghia, District 3.
 • Takashimaya - B1, 92-94 Nam Ky Khoi Nghia, District 1.
• F2 - Vincom 3/2, District 10.
• F2 - Aeon Mall Tan Phu, Tan Phu District.
Hanoi:
• 7B Dinh Le, Hoan Kiem District.
• Lotte Center, Lieu Giai.

3. Products

The product portfolio for Chautfifth can be structured to highlight their diverse range of
offerings that cater to various fashion needs. As a high-end fashion brand, Chautfifth focuses
on providing stylish, contemporary pieces while ensuring high quality and a sense of
uniqueness. The core product lines include:

- Bags Collection: Chautfifth features various collections in their lineup, including the
“HARD - SOFT” Collection, “FIFTH STAR”Collection, “2-Face” Collection,
“Pocket” Collection, “Hobo” Collection, “Flower” Collection, “Butterfly” Collection,
“Lace” Collection, “Smile & Eat” Collection, “Flower Log” Collection, “Growing
Heart” Collection, “Freely” Collection, “M Bag” Collection, “Paper Tote” Collection,
“Raindrop” Collection, “Chameleon” Collection.

“HARD - SOFT” Collection

Bag HASO Basket Price range: 1.075.000 VND

Bag HASO Bucket Price range: 1.245.000 VND

Bag HASO Tote Price range: 1.245.000 VND

“FIFTH STAR” Collection

Bag Zigzag Star Price range: 1.195.000 VND

“2-FACE” Collection

Bag 2-FACE Price range: 1.295.000 VND ~ 1.395.000 VND

“POCKET” Collection

Bag C5-Pocket Price range: 1.295.000 VND ~ 1.495.000 VND

Bag C6-Pocket Price range: 1.595.000 VND

“HOBO” Collection

Bag C2-Pocket Price range: 1.095.000 VND ~ 1.195.000 VND

“FLOWER” Collection

Bag MINI FLOWER Price range: 995.000 VND

DRAWSTRING
Bag Flower Price range: 945.000 VND

Bag Mini Flower Price range: 895.000 VND ~ 1.095.000 VND

“BUTTERFLY” Collection

Bag BUTTERFLY Price range: 1.195.000 VND

“LACE” Collection

Bag Lace Price range: 1.045.000 VND

Bag Lace Ruffes Price range: 1.195.000 VND

Bag Lace Eyelet Price range: 1.195.000 VND

Micro Lace Price range: 895.000 VND

“SMILE & EAT” Collection

Bag Bakery Box Price range: 1.295.000 VND

Bag Tacos Price range: 1.045.000 VND ~ 1.075.000 VND

Bag Banh Mi Price range: 1.075.000 VND

Bag Sandwich Price range: 1.075.000 VND

Bag Roll Price range: 1.045.000 VND

Bag Banh Mi With Price range: 1.045.000 VND ~ 1.095.000 VND

Bows

Egg HandBag Price range: 1.045.000 VND

“FLOWER LOG” Collection

Bag Flower Log Price range: 1.145.000 VND ~ 1.295.000 VND

“GROWING HEART” Collection

Growing Heart Price range: 1.145.000 VND

HandBag

“FREELY” Collection

Freely Bag With Bow Price range: 1.095.000 VND

“M BAG” Collection

M Bag Price range: 945.000 VND

M Bag HandBag Price range: 895.000 VND ~ 945.000 VND

 “PAPER TOTE” Collection

Bag Paper Tote Price range: 845.000 VND

“RAIN DROP” Collection

Bag Raindrop Price range: 895.000 VND

“KAMELEON” Collection

Bag Kameleon Price range: 2.195.000 VND

- Clothing Line: Chautfifth offers a wide selection of fashion-forward garments for

different occasions. This includes casual wear, professional attire, and elegant evening
outfits, designed to embody modern aesthetics with timeless appeal.
- Floral Accessories: A unique line focusing on statement floral pieces that
complement their main fashion products, this collection has become a key element of
their strategy, aiming to enhance outfits with bold, nature-inspired designs.
- Footwear Collection: While footwear is not as emphasized as other categories, the
brand offers shoes that blend comfort and style, suitable for both formal and casual
settings.

Each product line is strategically developed to build Chautfifth’s identity as a brand that
balances innovation with elegance, targeting fashion-savvy consumers who appreciate detail-
oriented designs. Their promotion strategy strongly leans on online platforms like Shopee,
Lazada, and TikTok, utilizing influencers and livestreams to engage with customers and
boost sales

II. Historical Performance

1. Review historical performance
a. Market trends

The taste for fashion is rapidly expanding in Vietnam as young generations, especially
women, aspire to a modern lifestyle. According to market research from Statista, the Vietnam
Fashion market size is approximately 5.6 billion USD, with a projected increase of 8.8% per
year in the 2019-2023 period. In particular, 97% of the revenue from the market comes from
non-luxury goods. The demand for consuming fashion items among Vietnamese people is
increasingly rising, including handbags. The expected compound annual growth rate for the
next four years (CAGR 2024-2028) will be 7.8%, resulting in a projected market volume of
US$193.7 million by 2028.
Currently, “Y2k” concept has become quite popular. On one hand, the rise of AI technology
and the concept of the metaverse have brought tech topics to the forefront again; on the other
hand, our concerns, expectations, and various uncertainties about the future have sparked the
resurgence of this surrealist utopian aesthetic. Meanwhile, as Generation Z enters society,
emphasizing female liberation and advocating for personal sovereignty, the Y2K culture’s
ideas of “bold expression” and “living in the moment” naturally align with their aesthetic
values.
Otherwise, Korean fashion has undergone a remarkable transformation over the years,
evolving from a regional trend to a global style phenomenon. With its unique blend of
innovation, creativity, and cultural significance, Korean fashion has captivated audiences
worldwide, including Vietnam.
Social media plays a significant role in supporting the growth of the handbags market due to
several reasons. Social media platforms have vast audiences and real-time engagement,
making them ideal for showcasing new handbag collections and market trends. The
influencers and bloggers on social media are trendsetters and provide authentic reviews
which resonate well with their followers, driving the growth of the market.
2023: In the first nine months, Chautfifth achieved sales of 19.2 billion VND. The company
projected total sales of 30 billion VND for the year, with a pre-tax profit margin of 27%.
2024: The company anticipated doubling its revenue to 60 billion VND.
Chautfifth has expanded its presence in Southeast Asia through online platforms. By
participating in Shopee's global selling program, the brand targeted markets such as Thailand,
Singapore, Malaysia, Taiwan, and the Philippines. In August 2024, international sales
increased by nearly 300% compared to the previous month, marking a significant milestone
after just four months of entering these markets.
b. Price movement
The global economic outlook will continue to be unsettled, as financial, geopolitical, and
other challenges weigh on consumer confidence. Therefore, the prices of raw materials in the
textile industry, like many other raw materials, are soaring due to recovering consumer
demand after the pandemic and rising energy and transportation costs. Fast fashion product
lines imported from China and Thailand are also having a significant impact on the
Vietnamese market. These product lines are very diverse, with designs similar to those of
major brands but at lower prices, thus becoming the choice for price-sensitive customers.
The exchange rates for countries exporting clothes and fashion products to Vietnam are quite
high, leading to prices that are significantly different from Vietnamese income levels. As a
result, consumers tend to look for domestic products with similar designs but more affordable
prices, such as those from Chautfifth.
c. Customer behavior
The Vietnam handbag market has seen a surge in demand due to shifting consumer
preferences towards fashion and lifestyle products. Handbags are not only seen as functional
accessories but also as style statements. With rising disposable incomes and changing fashion
trends, consumers are willing to invest in high-quality and branded handbags. This trend has
led to a significant increase in the sales of handbags in Vietnam. Additionally, Chautfifth has
been positively influenced by the emergence of local designers and brands, offering a wide
range of handbag styles to cater to diverse consumer preferences.

In the past, people only preferred the traditional form of buying because they were afraid the
risks that the products received were not the same as the photos, as well as the difficulties in
return … Especially for fashion items, customers always want to come to a store, to try and
buy. Recently, consumers have gradually turned to online shopping channels. The main
reason is that the management quality of goods on e-commerce sites has been better. Stricter
regulations on product images and descriptions help improve consumer trust with online
clothing. Besides, Covid-19 is also the cause of the online shopping trend for fashion items.
The quarantine and the restriction on crowds make people form online buying habits to limit
the spread of the epidemic.

d. Market research data

Customer trend
- Consumers tend to spend less money due to economic recession.
- Customers pay more attention to the compatibility between value and price
- E-commerce is on the rise
- Delivery services grew rapidly as staying at home became people's new lifestyle
- Consumers tend to use quality products and unique design
- The rising of “Y2k” style made people prefer products that embodied a spirit of
optimism, technological embrace, and individuality

Sale trends
- Customers in Vietnam’s Fashion industry are pretty sensitive to pricing, especially
young people, who would prefer sales promotions and discounts. A popular trend is
buying on sale days (9/9; 10/10), customers use price or product vouchers which
brand provided to buy goods, which increase the average order’s value and the overall
sales value.
- Many fashion brands in Vietnam launched aesthetic collections or products that
combined futuristic elements with a playful and expressive vibe
- The spread of Covid-19 has changed the consumers’ shopping habits in a way that
customers prefer to shop online, and also leaves some chances for businesses to break
through, especially to shift from the traditional stores to the more up-to-date online
shopping channel.

e. Distributor performance
Chautfifth mainly sells through online channels such as websites, TikTokshop, shopee,
lazada,... Currently, Chautfifth has 3 physical stores in Hanoi and Ho Chi Minh City for
customers to experience visuals and products. Despite having operated for less than two
years, Chautfifth has already positioned itself among the fastest-growing start-ups in Việt
Nam's fashion industry. To date, the brand has sold over 130,000 self-designed products and
established a strong presence nationwide. Revenue in 2023 will reach VND 30 billion with a
profit before tax of 27%. Chautfifth’s online export segment has also contributed to
Chautfifth's overall 30 percent monthly growth on Shopee, both domestically and
internationally.

2. Key assumption
2.1. Bag shopping trends in Vietnam
The fashion and handbag consumer market in Vietnam is undergoing significant
transformation, driven by the development of online shopping channels alongside traditional
retail. With the economy growing and consumer habits evolving, the demand for handbags
has been increasing. However, today's customers are not merely seeking bags for storage
purposes; they demand high-quality designs that reflect their personal style. Key factors
influencing these trends include the rise of e-commerce and shifts in consumer behavior post-
pandemic.
In 2022, over 51 million people in Vietnam shopped online, representing more than 70% of
the internet-using population, and online shopping expenditure reached $12.42 billion.
According to the 2022 Vietnam E-commerce White Paper, clothing, footwear, and handbags
accounted for 69% of online purchases, proving that many women prefer buying bags online.

2.2. Shopping trends of Chautfifth’s Customer Group

Chautfifth’s customer base primarily consists of high-end buyers who are looking for quality
and fashionable handbags. The choice between online and offline shopping channels depends
on their desire for product experience and the convenience of shopping services.

Popular shopping platforms for these customers include Shopee, Lazada, Tiki, Chautfifth's
official website, and social media platforms like Instagram and Facebook. Important factors
influencing their purchasing decisions on these platforms include competitive pricing and
frequent promotions from e-commerce platforms. Moreover, customer reviews are a key
source of information to help buyers make informed choices. Fast delivery also plays a
crucial role in retaining customers and enhancing the shopping experience.

Online shopping trends:

- High growth in online shopping: Younger generations, especially Gen Z and
Millennials, prioritize online shopping due to its convenience and price transparency.
They often use e-commerce platforms to compare prices, find discounted items, and
read reviews from previous buyers.
- Multichannel access: Brands like Chautfifth can leverage the advantage of selling
across multiple online platforms, such as Shopee and Lazada, to reach customers in
various regions.

Offline shopping:
- In-store experience remains valued: Despite the rise of online shopping, many high-
end consumers still prefer shopping in physical stores to get a firsthand experience of
the product. They care about the material, design, and brand, something that online
shopping cannot fully replicate.
- Traditional channels still popular: While e-commerce has expanded, 42% of
Vietnamese consumers still prefer to shop at traditional stores. This shows that offline
channels retain a significant position, especially for customers who value premium
experiences and direct consultation with sales staff.

Online vs. Offline Shopping Ratio

In 2022, 50% of Vietnamese consumers indicated that they want to shop online more in the
future, signaling the strong development of online channels, especially for fashion items like
handbags where convenience and quick experiences are top priorities. However, 42% of
consumers still prefer shopping in stores, particularly for high-end bags.
 3. Market trend and growth
According to the most recent survey of the fashion market, including clothing and footwear
in Vietnam, the industry contributes 3.8 billion USD, accounting for a significant proportion
of consumer products. This trend is bound to continue in the upcoming years.
As the Vietnam Fashion market is a vast ocean of potential, many brands seek to dominate it.
According to market research from Statista, the Vietnam Fashion market size is
approximately 5.6 billion USD in the 2019-2023 period. In particular, 97% of the revenue
from the market comes from non-luxury goods.
Accessories, which typically include handbags, jewelry, and other personal items, are
estimated to contribute about 15-20% of the total fashion market. This puts the accessories
segment at an approximate value of $825 million to $1.1 billion USD.

4. Competitors activities
KARATTA
- Price: Karatta positions itself in the mid-to-high price range, targeting fashion-
conscious customers. Prices range from 1,500,000 VND to 5,000,000 VND
depending on the design and material. The brand frequently runs seasonal promotions,
such as discounts up to 20% during holidays, gift-with-purchase programs, and flash
sales to attract more customers.

- Place: Karatta has a strong presence in upscale shopping malls and its official
website. The brand also sells through popular e-commerce platforms like Shopee,
Lazada, and TikTok Shop, making its products easily accessible to both offline and
online shoppers.
- Promotion: Karatta leverages digital marketing channels, including social media
platforms such as Instagram and Facebook, to reach its target audience. It runs
influencer campaigns and livestreams to boost engagement and sales. Additionally,
Karatta offers various pricing promotions, including:
+ Seasonal Discounts: Up to 30% off during Tet, Black Friday, and International
Women's Day.
+ Flash Sales: Exclusive limited-time deals on Shopee and Lazada.
+ Gift-With-Purchase Programs: Free items such as charm bags or mini wallets
for orders over 3,000,000 VND.
+ Membership Program: Loyalty benefits like special discounts or reward points
for frequent shoppers.

- Product: Karatta offers a diverse collection of handbags, backpacks, and clutches,

catering to various styles and occasions. The brand emphasizes high-quality materials
and modern designs, appealing to customers who value elegance and practicality.

LESAC
- Price: Lesac focuses on providing mid-range prices, making its products accessible to
a wide audience. Prices typically range from 800,000 VND to 3,000,000 VND,
catering to customers who seek stylish and quality handbags without breaking the
 bank. Lesac often runs seasonal promotions, offering discounts of 10-20% during
festive periods such as Tet and Black Friday. Additionally, the brand frequently
implements flash sales on e-commerce platforms and provides loyalty benefits, such
as gift-with-purchase programs for orders exceeding specific values.

- Place: Lesac currently operates 4 physical stores located in major cities like Hanoi
and Ho Chi Minh City, targeting urban customers who value in-store experiences. In
addition, Lesac leverages online channels such as its official website and popular e-
commerce platforms like Shopee and Lazada, making shopping convenient for tech-
savvy and busy customers.
- Promotion: Lesac invests heavily in social media marketing through platforms like
Instagram and Facebook, running campaigns with influencers to showcase its
products. Lesac actively implements various promotional activities to attract and
retain customers, including:
+ Seasonal Promotions: Discounts of 10-20% during festive seasons such as Tet,
Black Friday, and International Women’s Day.
+ Anniversary celebration: Special discounts offered during significant
milestones, like the 5-year anniversary celebration.
+ Flash Sales: Exclusive short-term discounts on platforms like Shopee and
Lazada to boost online sales.
+ Gift-With-Purchase: Complimentary items such as charm bags or mini wallets
for purchases over 2,000,000 VND.
+ Free Gift Wrapping: Available during special occasions, providing a
thoughtful and convenient option for customers looking for gifts.
+ Membership Program: Rewards for loyal customers, including point
accumulation, exclusive discounts, and early access to new collections.

5. Socio-economics factors
The effectiveness of online exports through e-commerce for Vietnamese businesses has been
highlighted by Shopee Vietnam, which revealed that there are currently over 350,000
Vietnamese sellers participating in the SIP program. Each month, thousands of new sellers
join, promoting more than 15 million products to the Southeast Asian market. Additionally,
the average monthly revenue of Vietnamese sellers in the program steadily increases by 20-
30%.
In the context of Vietnam's deepening integration into the global economy, coupled with
opportunities from next-generation free trade agreements, the shift from traditional business
models to digital platforms is seen as an effective solution for businesses to penetrate and
expand their export markets.

6. Demographic factors
- Age:
The primary customers are late Millennials and Gen Z, aged 18-25. Customers aged 26-35
are also present but represent a smaller proportion, accounting for 31% of the customer base.

- Geographical

Hanoi and Ho Chi Minh City are home to nearly 90% of the customers, while other cities
account for just over 10%.

- Job:

According to the survey, 41% of customers are students, and 35% are office workers. The
remaining customers are self-employed or freelancers.
- Financial:

The majority of customers have an income ranging from 5 to 10 million VND, accounting for
56% of the survey. Next, 26.5% of customers have an income of over 10 million VND.
Customers with an income below 5 million VND make up only 17.5% of the total.

- Frequency

On average, customers purchase a bag every 6 months. Therefore, Chautfifth needs to quickly
update trends and launch new designs to meet customers' continuous demand for updates.

- Affordable price:
A price range of 500,000 to 1 million VND is considered suitable by 51% of customers for
purchasing a bag. Meanwhile, 32% and 17% of customers are willing to spend 1-5 million
VND and less than 500,000 VND, respectively, on a bag. This indicates that Chautfifth's
pricing is in the mid-range, and most customers are likely to deliberate before deciding to
purchase due to the price.

- Information searching:

Customers often search for fashionable bags through social media platforms such as TikTok,
Instagram, and Facebook, accounting for 41.3%. Ranked second in customer search
preferences are fashion groups and communities, making up 37.4%. Therefore, Chautfifth
should focus on advertising on social media and seeding in fashion communities to maximize
customer reach.

- Customers know Chautfifth through which platform

Most customers learn about Chautfifth through the platforms Facebook, TikTok, and
Instagram. Among them, 29.4% discover Chautfifth via TikTok, 28.4% via Instagram, and
28.1% via Facebook. The awareness levels across these three platforms are relatively similar.
Therefore, Chautfifth should focus on balancing the development of all three platforms.

1.2.2. Customer preferences

- Colour:

The majority of customers prefer simple, versatile colors that are easy to match and suitable
for various occasions, making up 69% of the customer base. The remaining 31% of
customers favor unique and bold colors, representing a significant segment as well.
Therefore, Chautfifth should produce both basic and unconventional colors while balancing
production volumes to align with customer preferences, enabling future growth.

- Size
The best-selling bag size is small, accounting for 70% of sales. Large bags have very few
buyers, making up only 8%. This indicates that customers purchase bags more for their
aesthetics and convenience than for carrying items.

- Shopping method

The majority of Chautfifth customers choose to shop online, accounting for 63.1%, due to the
convenience and numerous promotions offered by this method. Only 36.9% prefer offline
shopping, partly because Chautfifth does not have many physical stores.

7. Set goals and objectives

7.1. General goal

Achieve a consistent growth rate in the total quarterly revenue

7.2. Stages
The first period of time (1/1 - 26/1) *target set compare to the same period last year

Goal Increase brand visibility, social media engagement and website traffic
Clear out existing inventory
Increase sales volume during Tet holiday
 Reason to In the period from January 1st to January 26th, consumers tend to shop for
choose fashion items and accessories in preparation for the Lunar New Year
celebrations. This means there is a higher demand for handbags. This
creates a prime opportunity for Chautfifth to boost sales across its entire
product range, including remaining stock from the previous year.

Objective Online Channel (E - commerce)

Sale targets
- Envelope Combo: sell 800 combos by January 15
- Bag Sales: 2000 bags
Social media engagement
- TikTok Videos: 8000 likes, 2000 shares, and 1000 comments
- Livestream Views: 1000 views each livestream
Website traffic
- Visits: 10,000 during the campaign.
- Shopee & Lazada Visits: 120,000 visits per platform.

The second period of time ( 3/2 - 9/3 weeks)

Goal Maximize revenue by focus on high demand on gifts during Valentine’s

Day and International Women’s Day.

Reason to The upcoming period includes several special occasions like Valentine’s
choose Day (February 14th) and International Women’s Day (March 8th). During
this time, the demand for fashion accessories mainly comes from male
customers looking for gifts for their loved ones, friends, or partners.
Chautfifth can take advantage of the existing popularity of its best-selling
Mini Flower products to increase profits by promoting this product line.

Objective Online Channel (E - commerce)

The third period of time (9/3 - 31/3)

 Goal Boost sales for the “Smile and Eat” Collection by integrating charm blind
boxes into the purchase experience.
Increase charm sales by driving customer interest in completing
collections.
Enhance brand engagement by creating a sense of exclusivity and urgency.

Reason to The upcoming period is when most people have already celebrated the
choose holidays and bought new items. As a result, demand during this time will
mostly come from those looking to decorate or enhance their bags
according to current trends, like adding charms for decoration. Chautfifth
can take advantage of this opportunity to sell flower tags, bag charms, and
more, while also showing appreciation to customers and highlighting the
variety of its products.

Objective Online Channel (E - commerce)

8. Planning strategy

The first period of time The second period of time The third period of time
(1/1 - 26/1) ( 3/2 - 9/3 weeks) ( 10/3 - 31/3)

The first month of the year is The next phase includes many During the final phase,
a period when consumers holidays and special occasions Chautfifth focuses on
tend to purchase fashion and such as Valentine's Day sustaining momentum by
accessories in preparation for (February 14) and increasing sales efforts
the Tet holiday, leading to a International Women's Day while building and
surge in demand for bags. (March 8). During this period, maintaining strong
This presents a prime the demand for fashion and connections with customers
opportunity for Chautfifth to accessory products mainly
boost sales across all product comes from male customers
lines, including leftover looking for gifts for their loved
stock from the previous year. ones and friends. Chautfifth
can leverage the existing
popularity of its best-selling
Mini Flower product to
increase profits by promoting
this product line.

Custom Target consumers (mostly Customers are looking for gifts Present customers
ers women) aged from 18-35 for holiday occasions,
years old specifically men aged 18-35
who want to purchase gifts for
their family and friends.

Objecti Sale Volumes Revenue Revenue

ves

Product All of the product lines “Love Unfolds” & “Smile and All of the product lines
Eat” Collections

Price Discount coupons, vouchers on E-Commerce

Relation Transaction, Collaborative Transaction, Solution, Transaction, Collaborative

ship Collaborative

Selling Stimulus response, Need satisfaction, Mental Stimulus response,

Strategy Consultative states, Consultative Consultative

Sales - Livestreams trên Shopee, TikTok Shop. có sự góp mặt của - Develop membership
Channel các KOLs. benefits system on
Strategy - Use Livestream sales tools on TikTok and Facebook to Shopee to enhance sales
increase the number of product sales. efficiency.

9. Selling strategy

Period Time Segment Selling Strategy

Tet Holiday 01/01 - Female (18- Orientation:

Promotion 26/01/2025 35 aged) - Sell more products
Program - Increase brand visibility
- Clear out existing inventory

Selling approach used:

Stimulus response
- Organize promotional activities and
livestream sales on e-commerce platforms
to create excitement and drive impulse
buying.
- Use Tet-themed advertising campaigns
with special pricing to stimulate
immediate customer action.

Consultative
- Emphasize the cultural and symbolic
meaning of Tet-related products
- Offer additional services to ensuring the
customer has a seamless and thoughtful
shopping experience
- Use post-sale connections to not only meet
immediate customer needs but also build
long-term relationships and increase
customer
Valentine’s 27/01 - Male Orientation:
Day and 09/03/2025 (18- 35 aged) - Develop revenue
International - Create demand and attract new customers
Women’s
Selling approach used:
Day Need satisfaction
Promotion - Highlight special promotions and
discounts that directly address customer
needs for thoughtful and stylish gifts
- Provide gifting solutions that cater to the
preferences of male customers buying for
loved ones
- Customers feel satisfied when their chosen
gifts are well-received and appreciated by
their loved ones, creating a positive
association with the brand

Mental states
- Male customers begin thinking about
meaningful gifts for their loved ones. They
want to make thoughtful choices that
express love and appreciation for
Valentine’s Day and International
Women’s Day.
- Customers are drawn to products that
convey emotions like love, gratitude, and
care. They look for options that feel
special and personalized to strengthen
their relationships

Consultative
- Train sales staff to engage customers
through meaningful conversations, helping
them choose products that best suit their
style or gifting purposes
- Offer detailed information about product
craftsmanship, quality, and exclusive Tet
discounts to build customer trust and
satisfaction
- Use customer feedback and interactions
during the promotion period to refine
product suggestions and create a more
tailored shopping experience

Current 10/03 - Female (18- Orientation

customer and 31/03/2025 35 aged) - Maintain sales momentum post-Tet and
attracting Male Valentine, Women’s Day campaigns.
new (18- 35 aged) - Drive repeat purchases and attract new
customers customers.
 - Reinforce customer loyalty with targeted
offers and incentives
Selling approach used
Stimulus response
- Organize targeted promotions and limited-
time offers to capture the attention of both
existing and new customers
- Highlight the value of loyalty programs
and targeted incentives to encourage
impulse purchases.
- Incorporate vibrant visuals and product
bundles tailored for the post-Tet and
Women’s Day period to stimulate quick
buying decisions
Consultative
- Recommendations are tailored to align
with customer lifestyles and enhance their
shopping experience
- The practical and aesthetic benefits of
Chautfifth’s products are emphasized,
creating a deeper connection with the
brand.
- Loyalty incentives and exclusive offers are
highlighted to strengthen relationships
with existing customers while building
trust with new ones

10. Selling Channel Strategy

Online channel: E-Commerce
Chautfifth employs an omni-channel distribution strategy across e-commerce platforms,
including Shopee, Lazada, TikTok Shop and its official website. Platforms like Shopee and
Lazada allow Chautfifth to reach a wide range of customers with high traffic volumes while
leveraging marketing tools such as Flash Sales, discount vouchers, and Shopee Live to drive
sales. At the same time, Chautfifth's official website is designed not only for direct sales but
also to build its brand and provide a more comprehensive shopping experience.
To maximize distribution efficiency, Chautfifth utilizes SEO/SEM campaigns to enhance
product visibility on e-commerce platforms and search engines. The brand also implements
attractive promotional programs, such as discounted product combos like the “Envelope”
Combo, and free shipping offers to stimulate demand. Live-streaming sales on Shopee Live
and TikTok Shop are actively promoted, increasing direct engagement with customers and
providing detailed product information.
Advantage
 - Utilizing platforms like Shopee, Lazada, and TikTok Shop allows Chautfifth to access
a broad and diverse customer base, both domestically and internationally.
- Operating on e-commerce platforms reduces overhead costs compared to maintaining
multiple physical stores, allowing for better allocation of resources to marketing and
product development.
- Livestream selling on platforms like TikTok Shop allows real-time interaction with
customers, increasing trust, engagement, and the likelihood of purchase.

Disadvantage
- E-commerce platforms are saturated with competitors, making it challenging for
Chautfifth to stand out without substantial marketing efforts.
- Dependence on third-party delivery services can result in delays or mishandling of
products, affecting customer satisfaction and brand reputation.
- Managing online customer queries and complaints across multiple channels can be
resource-intensive, and delays may lead to customer dissatisfaction.
- Sales performance is influenced by the policies of e-commerce platforms, such as
commission fees, visibility algorithms, or promotional restrictions.

11. Develop special tactics

A. PERIOD 1: TET HOLIDAY PROMOTION PROGRAM (1/1 - 26/1/2025)
1. Special discount day of the month (01/01/2025)

Chautfifth is launching the "New Year - New Style" program on January 1st to give
customers the opportunity to own handbags with special New Year discounts. The program
includes:
- Exclusive Discounts:
Orders from 1,000,000 VND receive a 10% discount.
Orders from 2,000,000 VND receive a 15% discount.
- Free Gifts: A mini accessory that resembles Tet with every purchase.

=> REASONS
January 1st is a special occasion when customers often look for new items to give or treat
themselves to celebrate the New Year. This is an ideal time for Chautfifth to boost sales,
increase brand awareness, and kick off the new year in style for its customers. The program
not only offers great value but also creates a positive impression, encouraging customers to
develop long-term loyalty to the brand.

2. Combo bag sales “Envelope” and Discount on best selling bags (01/01/2025 -
15/01/2025)
Opening the special New Year preorder for the handbag combo in the first month of the year.
The “Envelope” Combo is available at a special price of 1,499,000 VND, offering a perfect
combination of style and value. This exclusive combo includes the Mini Flower Bag
(original price: 935,000 VND), the Tiny-Flower Bag (original price: 395,000 VND), and the
Flower Charm (original price: 245,000 VND). With its elegant design and functional pieces,
the "Envelope" Combo is an excellent choice for fashion enthusiasts looking for a complete
and coordinated set at an unbeatable price.
=> REASONS
During the Tet holiday season, customers tend to look for products or combos that align with
the festive atmosphere and are convenient for gifting. The “Envelope” Combo perfectly
meets this demand by combining the Mini Flower Bag, Tiny-Flower Bag, and Flower Charm
in a thoughtful set. Symbolically, the name "Envelope" represents good fortune and
happiness for the new year, making it an ideal gift option. The combo's attractive price is
aligned with the consumer habit during Tet, where people prioritize affordable yet high-
quality products. It serves as a perfect gift for family, friends, or even oneself, offering both
aesthetic appeal and practicality. Launching the “Envelope” Combo during Tet not only
boosts sales but also caters to the festive buying behavior, strengthening customer
engagement with the Chautfifth brand.

3. Designing a discount program for best - selling bags

Customers can enjoy the flexibility of mixing and matching Chautfifth’s best-selling bags,
with a 10% discount on the total price when pairing a best-selling bag with any other bag
from the collection. Featured best-sellers include the C5-Pocket Small, 2-FACE Small,
Mini Flower, and Tacos. This offer allows customers to combine their favorite styles and
create versatile combinations that suit their personal preferences, all while enjoying exclusive
savings.

=> REASONS
This campaign is implemented to meet the growing demand for flexibility and
personalization in shopping experiences. By allowing customers to mix and match best-
selling bags with a 10% discount, it encourages larger purchases, effectively increasing
average order value (AOV) and driving sales. Highlighting popular designs like the C5-
Pocket Small, 2-FACE Small, Mini Flower, and Tacos reinforces their appeal, while offering
customers the freedom to create combinations that suit their style. This strategy not only
boosts immediate sales but also enhances customer satisfaction and strengthens brand loyalty.

4. Discount by quantity (16/01/2025 - 26/01/2025)

Chautfifth will carry out a discount program on all bag products: Buy 1 bag discount 5%
and 50% on any charm, Buy 2 bags discount 10% and 50% on any charm, Buy more than
3 discount 15% and a free mini flower charm. The program will be promoted on social
networking platforms starting from January 16, and will take place from January 19th to 26th

REASONS
Clothing is the most purchased item before Lunar New Year, alongside food, confectionery
and beverages. With the culture mindset that one must look their best during Tet, most people
tend to buy clothes for themselves and loved ones. Many people are often willing to spend
generously on luxury items, with the mindset that “Tet only comes once a year”. As the
public's economic situation gradually recovers after Covid-19, fashion product consumption
is expected to be higher than before. Using this, Chau5 offers this promotion to motivate
customers so that Chau5 can boost sales and promote itself. This plan also expected to gain
new customers who previously hesitated due to the relatively high product prices, thereby
giving them an opportunity to purchase Chau5 products. At the same time, this Period could
also help Chau5 clear out unsold inventory.
PERIOD 2: Valentine’s Day and International Women’s Day Promotion (27/01 -
08/03/2025)
1. Special discount day of the month (01/01/2025)

On February 2nd, Chautfifth is launching special promotions on major e-commerce platforms

to enhance the shopping experience and boost sales:
- Shopee: Receive a 50,000 VND discount voucher for orders over 800,000 VND when
paying via ShopeePay.
- Lazada: Enjoy free shipping for all orders over 500,000 VND.
- TikTok Shop: Get a 5% discount for first-time customers shopping at Chautfifth's
official store.
=> REASONS
February 2nd is an ideal time to capitalize on the growing demand for online shopping at the
start of the year. This program leverages the unique strengths of each e-commerce platform:
- ShopeePay encourages fast and convenient online payments.
- Lazada targets bulk shoppers by offering free shipping.
- TikTok Shop attracts new customers, especially younger audiences who enjoy
shopping through social media.
This promotion not only stimulates purchasing behavior but also increases brand visibility
and fosters long-term customer engagement across leading e-commerce platforms.

2. Valentine’s Day Promotion (13/02/2025 - 16/02/2025)

Inspired by the emotions of love, the "Love Unfolds" collection celebrates Valentine’s Day
with elegance, romance, and personal expression, featuring handpicked designs from our
best-selling lines. Each bag comes in romantic hues of red, pink, and pastel to capture the
spirit of love. The “Love Unfolds” Collection features a curated selection of bags: C5-Pocket
Small in deep red, 2-FACE Small in blush pink, Mini Flower in vibrant red, Tacos in neon
pink, Flower Log Small in crimson red, Growing Heart in cream pink, Lace Small in coral
red, Roll in pastel pink, Egg in wine red, and Sandwich in peach pink. When purchasing any
product from the “Love Unfolds” collection, customers will receive a limited-edition
Valentine charm as a complimentary gift. The first 100 orders will include a free gift box
with festive Valentine-themed packaging.

REASONS
The Valentine “Love Unfolds” Collection is introduced to cater to the heightened demand for
meaningful and elegant gifts during Valentine’s Day, one of the most celebrated occasions of
the year. This holiday inspires customers to seek unique, heartfelt presents, making it the
perfect opportunity for Chautfifth to offer exclusive designs in romantic hues. The limited
availability of the collection creates a sense of urgency and exclusivity, enhancing its appeal
and aligning with the sentimentality of the season. By curating designs that embody love and
elegance, the collection reinforces Chautfifth’s reputation as a provider of stylish and
premium gifts. Additionally, the launch drives seasonal sales, attracts new customers, and
differentiates the brand from competitors, while fostering deeper emotional connections with
its audience. This strategic move not only meets the market’s needs but also strengthens
Chautfifth’s position in the competitive retail landscape.
 3. Special discount day of the month (03/03/2025)
On March 3rd, Chautfifth introduce a special "Spring Colors" promotion to bring a refreshing
touch to the spring season. The program offers 15%-30% discounts on products featuring
vibrant spring colors such as yellow, pink, pastel green, or red. All items from the spring
collection will be discounted throughout the day. Additionally, customers purchasing
products in these special colors will receive a 50% discount on bag charms, allowing them
to enhance their personal style at a reduced cost.

=> REASONS
March 3rd is the perfect time to highlight spring-themed products, appealing to customers
who love seasonal fashion. This promotion not only excites shoppers with a festive shopping
experience but also provides options that match the joyful atmosphere of spring. Furthermore,
the campaign strengthens Chautfifth's brand recognition, associating it with elegant, modern,
and trendy fashion. It also serves as an opportunity to boost sales, especially for the spring
collection, while building stronger connections with customers through valuable and
memorable shopping experiences.

4. International Women’s Day Promotion (5/3/2025 - 9/3/2025)

When purchasing a Smile and Eat Collection combo, customers will receive a blindbox
charm included in the package, featuring general designs that add an element of surprise and
collectability. Additionally, customers will be rewarded with a 50% discount voucher
applicable for individual charm purchases. This voucher, valid until 15/3/2025, encourages
customers to buy more charms to complete their collection, making the shopping experience
both exciting and rewarding.

=> REASONS
Women’s Day is a significant event that encourages gifting, making it the perfect opportunity
to highlight the Smile and Eat Collection. By incorporating blindbox charms, the campaign
adds an element of surprise and collectability, creating excitement and encouraging additional
purchases to complete charm collections. The inclusion of a 50% discount voucher for future
charm purchases fosters repeat buying behavior and strengthens customer loyalty. This
strategy not only boosts sales of the Smile and Eat Collection but also differentiates
Chautfifth through its innovative and customer-centric approach. The playful and
customizable nature of the campaign appeals to customers seeking unique and thoughtful
Women’s Day gifts, enhancing the emotional value of their purchases while driving
engagement and brand visibility.

PERIOD 3: 10/3 - 31/03:

1. Campaign “đánh giá nhận quà”
Encourage customers to share their experiences by leaving reviews with photos on
Shopee/Lazada for products they’ve purchased. This not only increases the credibility of the
products but also improves their visibility on e-commerce platforms. To motivate this action,
Chautfifth will immediately provide a 10% discount voucher for the next order once the
review is verified, creating an incentive for customers to return and further engage with the
brand.

=> REASONS
Customer reviews are now a key factor not only in building trust for products but also in
enhancing visibility on e-commerce platforms. Platforms like Shopee and Lazada prioritize
products with numerous positive reviews, giving them a competitive edge in attracting new
buyers. Additionally, consumers are increasingly influenced by social proof, such as real-life
images shared by previous customers. By encouraging reviews with photos, this campaign
helps improve product perception and boosts repeat purchases, especially during the period of
maintaining sales momentum after major campaigns.

2. Special discount for new customers

New customers on Shopee, Lazada, or TikTok Shop will receive a 10% discount voucher
for their first purchase. This is an effective way to attract new customers, allowing them to
experience Chautfifth’s products at a reduced cost while creating an opportunity to convert
them into loyal customers in the future.

=> REASONS
In the highly competitive e-commerce market, attracting new customers is a critical challenge
for expanding the consumer base. Many customers are hesitant to try shopping from
unfamiliar brands, especially when they lack prior experience or trust in the product quality.
Therefore, launching a special offer for new customers is an effective solution for Chautfifth
to target potential buyers and increase conversion rates through an appealing first-purchase
experience. Moreover, platforms like Shopee, Lazada, and TikTok Shop actively support
promotions for new users, providing an excellent opportunity for the brand to maximize this
advantage.

III. Monitoring performance

1. Market share analysis
To evaluate the effectiveness of the sales strategy and adjust future plans, Chautfifth
needs to analyze the market to understand customer demand and compare its
performance with competitors in the same market.

- Monitored by market sector:

Market segments: Focus on frequent online shoppers, prioritizing loyal customers and
potential new buyers.

- Monitored by trade channel:

E-commerce channels: Shopee, Lazada, Tikok Shop.

2. Monitoring profitability of sales activities

- Effectiveness of Promotional Campaigns:
+ New customers: Aim to attract 1,000 new customers within the first 6 months.
 + Loyal customers: Increase the retention rate of existing customers to 95%.
+ Order Volume: Target a 20% increase in monthly orders compared to last
year's period.
- Monthly Revenue:
+ Aim for a monthly revenue of 500 million VND after 6 months of
implementing the new strategy.
- Order Processing Costs:
+ Evaluate the average cost per order, including shipping, packaging, and
operational expenses.

+ Calculate the break-even point to determine the required revenue for

profitability.

3. Monitor sales staff performance

Chaufifth should assess the performance of its sales team using the following criteria:

- Sales volume per employee: Measure the average monthly revenue generated by each
team member.
- Employee profitability: Compare the revenue generated by each employee with the
total company revenue.
- Time management: Assess employees' ability to manage their tasks effectively,
especially during peak times.
- Customer satisfaction: Use surveys or feedback to measure customer satisfaction with
staff service.
- Product knowledge: Ensure employees are well-trained on product details to provide
accurate advice.
4. Tools and Reporting for Monitoring
- CRM System: Use customer relationship management software to track customer
interactions and sales history.
- Weekly/Monthly Reports: Regularly compile data on revenue, order volume, and
employee performance.
- Online Data Analytics: Leverage tools like Google Analytics or platform-specific
dashboards to monitor website traffic, conversion rates, and sales performance.
5. Expected Outcomes
- Achieve at least a 30% increase in e-commerce revenue within 6 months.
- Improve customer satisfaction levels to 90%.
- Optimize operational costs and increase net profit margins by 15%.

IV. Forecast
1. Total market potential
The fashion and handbag consumption market in Vietnam is undergoing significant changes,
particularly driven by the growth of online shopping channels combined with traditional retail
methods. Along with economic development and changes in consumer habits, the demand for
handbags is also increasing. However, instead of simply seeking products for storage, today's
customers have higher demands for quality, design, and aesthetics. They want handbags that
are not only functional but also reflect their personal style. Key factors influencing this trend
include the boom of e-commerce and shifts in consumer behavior following the pandemic.
According to reports, in 2022, the number of online shoppers in Vietnam reached over 51
million, accounting for more than 70% of the total internet-using population, with spending
on online shopping reaching $12.42 billion. The Vietnam E-commerce White Paper 2022
recorded that clothing, footwear, and handbags accounted for 69% of the products purchased
online.
In 2022, 50% of Vietnamese consumers expressed a desire to shop online more in the future.
This signals robust growth in online channels, particularly for fashion products like handbags,
where convenience and quick experiences are top priorities. On the other hand, 42% of
consumers still prefer in-store shopping, especially for high-end handbags.
As of 2024, the handbag market in Vietnam is projected to generate approximately US$0.66
billion in revenue. This market is expected to grow at an annual rate of 5.44% from 2024 to
2029, reaching an estimated US$0.86 billion by 2029.

2. Forecast

3. Detail calculation

V. Recruiting management
1. Define the company’s objective and goals
- Recruit and develop personnel for key roles such as managing social media pages,
live-stream selling, order confirmation and processing, online customer service, and
tracking and evaluating sales performance.
- Improve response times and service quality on e-commerce platforms and social
media, addressing customer feedback to create a more proactive and positive online
shopping experience.
- Invest in training livestream sales staff to enhance their skills, engagement, and
effectiveness, ensuring a more professional and interactive approach to attract and
retain customers
2. Job description

PERSON SPECIFICATION

Position: Salesman/Sales staff at Shopee, Lazada and Tiktok

Reporting to: Sale Manager of Shopee

Job Requirements Essential Optional

Physical characteristics Age: 18 - 30 years old

Physically fit and able to be
active and moving all day
long

Attainments Graduated 12/12 or higher Experience as a sales

and not busy with studies representative, both online
(Still holding degree) and in-person.
 Verbal and written
communication skills.
Organizational skills, work
planning, and time
management.
Customer service skills.
Proficient in using business
support tools (POS, KIOT,
Excel).

Special aptitudes Linguistic ability

Personality/Disposition Persuasive Assertive

Self confident Creative
Enthusiastic Resilient
Energetic Sense of urgency
Intelligent

Interests Social, Fashion interests Preferably active

JOB DESCRIPTION

Company Name CHAUTFIFTH

Operating divisions Online Sale Division

Job title Salesman/Sales staff at Shopee, Lazada and Tiktok

Reporting Sale Manager of Shopee

Relationships

Purpose of the job Performing sales duties at a store

Job - Sales consultation, customer care, and support at the online store
Accountabilities with attentiveness and enthusiasm.
- Responsible for achieving the set sales targets.
- Inventory management for incoming and outgoing goods, ensuring
correct quantities without loss or damage.
- Manage and package orders, deliver/receive goods for the
shipping unit in case of additional requests.
- Process payments from customers. Summarize daily income and
expenses, and transfer funds to the company's account the following
day.
- Manage online store sales personnel (including work schedules,
labor management, and payroll to ensure sufficient staff for the
entire store).
- Input data and prepare daily/weekly/monthly reports.
 Job Content and Alternate 2 shifts together.
Functions - Shift 1: 8:30 a.m. - 4:00 p.m
- Shift 2: 14:30 - 22:00
Total days off in the month: 4 days (flexible arrangement during the
month)
Number of days off: average 1 day/month (12 days/year)
Maintain customer relationships and develop new customers to
meet sales targets.
Prepare sales reports in accordance with Company regulations.
Record and resolve product and merchandise issues.
Stay up-to-date on market information to make appropriate sales
proposals.
Carry out other sales-related tasks as instructed by the Supervisor.

Job Knowledge and High school diploma or higher.

Competencies Hardworking, honest, and eager to learn.
Candidate who loves business and having knowledge of fashion and
trends is an advantage.
In good health and has a personal computer and smartphone.

Interests Opportunities for promotion to leadership positions

Competitive salary.
Bonuses for holidays, festivals, and 13th month salary.
Opportunity to work in a professional, dynamic, and challenging
work environment with many opportunities for career advancement.

Relationships 1. Internal relationships:

- Other staffs at the store

- Sales manager

2. External relationships:
Customers

Recruitment and Selection objectives: Number of positions to be filled: 1 full-time sales staff
and 4 part-time sales staff. Reasons for selection:
- Experience as a sales representative online.
- Verbal and written communication skills.
- Organizational skills, work planning, and time management.
- Customer service skills.
- Proficient in using business support tools (POS, KIOT, Excel).

3. Find the candidates

3.1. Internal source
 - CTF's weekly internal bulletin
- Job referral reward programs
- Allow employees to change their job positions or take on additional roles
- Recommend, nominate for employee promotion
- Contact former employees

3.2. External source

- Recruitment group on Facebook

- Recruitment websites: Vlance, Top CV, Ebox
- Advertisement for job openings on Facebook, Instagram, TikTok
- Posting job announcements in the human resources recruitment group of CTF

4. Screening CVs
CV screening criteria:
Establish screening criteria
− Education: High school diploma or higher.
− Work Experience: Previous experience in the sales industry
especially online sales activities, customer service department
− Skills: Excellent communication skills, numeracy, planning, IT skills,
problem solving skills, customer focus, adaptability
− Language Proficiency: Able to communicate effectively in English.
− Character and Attitude: Loves to help and give out information, and
is willing to stream frequently, hardworking, honest, patient, and
eager to learn.

In addition to the above criteria, employers may also consider the following factors:
− Resume: A well-organized and concise resume that highlights the
applicant's skills and experience.
− Cover Letter: A well-written cover letter that expresses the
applicant's interest in the position and their qualifications.
− Communication Skills: The ability to communicate effectively in
writing and in person

Select candidates who meet all of the criteria, possess desired skills or CVs that are
tailored to the job requirements
Chautfifth should implement an applicant tracking system (ATS) to streamline the resume
screening process. ATS software can automate the identification of relevant keywords and
phrases that are relevant to the job, facilitating efficient candidate evaluation and tracking. By
adopting an ATS, Chautfifth can enhance its recruitment process and identify top talent more
effectively.
Verify the accuracy of the candidate's information
Chautfifth can conduct reference checks by contacting previous employers to confirm job
titles, responsibilities, and tenure. Educational credentials can be validated by reaching out
to institutions to ensure degrees and certifications are legitimate. Background checks,
including employment history and criminal records, can be performed with the help of
professional services. Administering skill assessments or practical tests helps confirm
candidate's expertise. Reviewing online professional profiles, such as LinkedIn, can provide
additional validation of work history and endorsements. Certifications and licenses can be
verified by contacting the issuing organizations directly. During interviews, asking detailed
questions about past experiences and achievements can further assess the authenticity of the
information provided.

5. Interview
Overview of each step:
5.1. Initial Interview (phỏng vấn vòng 1)
Purpose is to assess the candidate's qualifications, experience, and general fit for the sales
role. Suitable questions to interview:candidate's background, previous sales experience, sales
techniques, and candidate’s understanding of the company and its products or services.

The initial interview helps to narrow down candidates and identify those who meet the basic
requirements for the position.

Initial Interview: When assessing a salesperson, it is common to conduct an initial interview,

an intensive interview, and testing.
Here’s a few key points to consider physical requirements:
1. Professional appearance: dressing appropriately for the interview is essential in
order to make a good impression. The candidates should consider industry norms
when selecting the outfits.
2. Physical stamina (Physical endurance): sales positions require candidates to have a
physical stamina to handle long hours, extensive streaming and continuous customer
interaction.
3. Communication skills: candidates should be able to articulate their thoughts clearly,
listen actively, and engage in persuasive conversations with potential customers.
 4. Delicate skills: there are some major delicate skills that are required in a sales
position: empathy, persuasion and influence, relationship building, adaptability,
resilience,..

5.2. Intensive Interview (phỏng vấn sâu)

The intensive interview is a more in-depth interview that follows the initial interview. It is
designed to evaluate the candidate's sales skills, competencies, and fit within the company
culture.

This interview will involve behavioral interview questions, situational questions. Through
intensive questions, candidates are able to show their sales experience, problem-solving
skills, communication abilities, and their approach to building relationships with customers.

5.3. Testing
Testing is an important component of assessing a salesperson's abilities. It can provide
objective insights into the candidate's skills, knowledge, and potential for success in the sales
role. In this round, the manager will use role-play to test the candidates in order to judge their
practical knowledge for specific situations.
For example: provide simulated situations for candidates to demonstrate their consulting
ability,
Situations: customers complain and have questions about bag quality to evaluate the
candidate's ability to understand and problem-solving skills

5.4. Background investigation

Background checks for employment are a screening tool used to verify job applicant
information through official legal records.

Verifying that a potential candidate has the appropriate education, work experience, and
background before extending a job offer can help protect the company and its culture.

− Pre-employment screening cover many different areas of interest, including:

+ Employment history
+ Education verification
+ License/Certification check
+ Criminal history
+ Driving records
+ Credit check
+ Drug screening
 + Social media activity
+ Identity

− There are four main steps to take to ensure compliance:

+ Disclosure: Candidates must be notified that a pre-employment screening is a pre-
condition of an offer.
+ Consent: The candidate must provide written consent and must receive notification
of the agency conducting the check
+ Investigation: Once the candidate has provided consent and sufficient personal
details, the report is compiled using relevant sources.
+ Review: The manager will receive the report for review, which will typically be
marked either “clear” as a sign to go ahead and employ or “consider” to indicate
that something of concern has been found.

− Here are five red flags that may be worth additional discussion:
+ Criminal record
+ Inappropriate or unlawful social media activity
+ Inconsistencies between background information and resume
+ Negative comments from former co-workers on reference checks

6. Evaluate candidates
- Work Experience of Candidates: A candidate with experience in online
sales through e-commerce platforms such as Shopee, Lazada, and TikTok
Shop, demonstrating outstanding skills in managing online stores, optimizing
business performance, and engaging professionally with customers, including
customer consultation and livestream. With this experience, the candidate can
quickly adapt to the job, saving training costs and time while optimizing
business efficiency on e-commerce platforms, delivering long-term value to
the company.
- Professional Knowledge:Each position at Chautfifth expects candidates to
have a solid understanding of the products, expertise in the field of online
sales, and the ability to provide customer consultations.
- Confidence:The candidate's confidence reflects their strong grasp of work
responsibilities and the knowledge and skills they possess. Confidence also
indicates their ability to showcase their capabilities in challenging situations.
- Communication Skills:The ability to communicate clearly and fluently,
actively listen, and skillfully handle negative customer feedback.
- Customer Service Attitude:Demonstrating enthusiasm and dedication when
providing customer consultations.
- Technology and Online Sales Tool Skills:Proficiency in using Chautfifth's
sales platforms and social media. Experienced in utilizing basic office
software and CRM tools.
7. Job offer
- Successful candidates will be notified of the interview results via email within
four working days of the interview. The email will include congratulations, the
time and location for negotiating employment terms, and a list of documents
 required for submission. Negotiations regarding compensation, salary, and
ensuring mutual agreement will take place on the day the candidate decides
whether to accept the offer to work at Chautfifth. After reaching an agreement,
the Human Resources department will provide candidates with documents
such as the invitation to join Chautfifth, guidelines on company policies and
regulations, and a list of additional documents required to complete the
personnel file.
- For unsuccessful candidates, a response email will also be sent within the
same timeframe, expressing sincere gratitude for their participation and
providing suggestions for future employment opportunities at the company.
VI. Training
1. Sales training process
- Assess sales training needs
In designing training, the sales manager of Chautfifth needs to consider the level and
mix of sales-related skills.
Business culture

Attitude: Perception
- Empathy and understanding of - Recognizing that online
customers' needs and concerns. customers require prompt,
- Proactively recommending accurate support and a seamless
suitable products based on shopping experience.
customers' descriptions or - Having a clear understanding of
expressed needs. the unique features of each bag
- Maintaining composure and collection (materials,
professionalism when handling functionality, and design style) to
negative feedback or customer provide precise and persuasive
complaints. advice.
- Demonstrating a high sense of - Maintaining long-term
responsibility in managing relationships with existing
inventory, processing orders, and customers while developing new
completing assigned tasks. customer connections.

Work

1. General working method:

- IT skills:
+ Proficiency in Microsoft Office tools (Word, Excel, PowerPoint)
+ Familiarity with online sales management tools, including Lazada,
Tiktok shop, Shoppee.
- Digital marketing Skills:
+ Leveraging social media platforms like TikTok, Facebook, and
Instagram to engage customers effectively.
+ Implementing email automation tools to maintain consistent
communication with potential and returning customers.
2. Communication skill:
- Maintaining swift response times to customer inquiries to enhance the
 shopping experience and build trust.
- Using a professional, polite, and empathetic style of communication to
contact customers.
- Effective handling of complaints or negative feedback with a calm, solution-
oriented approach.
3. Market and competitor knowledge:
- Awareness of competitive brands and their strategies, including product
strengths and weaknesses.
- Understanding current and emerging fashion trends to align Chautfifth’s
offerings with market demands.
4. Knowledge about Chautfifth’s products
- Understanding unique selling points of each product, including material,
design, and usability
- Highlighting how Chautfifth’s products cater to customer needs
5. Knowledge about Chautfifth’s customers
- Provide product recommendations based on customers' preferences and
desires.

- Set training objectives

+ Increase sales volume and revenue: The salesforce at Chautfifth plays a
crucial role in driving revenue. Employee attitudes significantly impact
customer satisfaction, fostering loyalty and encouraging repeat purchases. The
salesforce will undergo training programs designed to equip them with the
necessary skills and knowledge to deliver exceptional customer experiences
and of the selling strategy mentioned above.
+ Enhance sales skills: The salesforce gains knowledge of new sales techniques
and customer persuasion strategies. After training, they will be fully confident
in their ability to break the ice with new customers, convince them of the
value of the products, and successfully persuade them to make a purchase.
+ Product knowledge: Employees develop a deep understanding of Chautfifth’s
products, including bags and other accessories such as charms and straps. This
knowledge enables them to provide informed advice to customers and address
customer’s questions effectively.
+ Enhance communication skills: Communication is aligned with Chautfifth’s
brand values, with employees trained to respond to customer inquiries
promptly and professionally across various online platforms.
+ Define Roles and Expectations: A well-structured sales training program
ensures that salesforce fully understand their daily tasks and responsibilities,
as well as a clear vision of the process of advancement within the company.
+ Boosting Employee Morale: The salesforce is the core of any company.
Comprehensive sales training programs will boost employee morale, making
them feel respected and valued as an essential part of the organization. This
motivation drives employees to perform positively and pursue career
advancement opportunities.
- Evaluate training alternatives
+ Sales trainer: Using internal trainers such as managers and experienced salespeople
will be responsible for this training program. Store managers play a crucial role as
they are primarily responsible for implementing the training program effectively. The
reasons for choosing internal sources as trainers include:
● Cost savings for the company, as Chautfifth has a team of experienced salespeople
who understand the company's expectations for employees, eliminating the need to
hire external resources and experts. Training sessions can also be set up more quickly.
● Training by managers and experienced salespeople helps build stronger relationships
and boosts employee motivation. Additionally, trainers may sometimes learn new
perspectives or ideas from their junior team members, enriching the overall learning
experience.
● Sales managers and senior sales staff possess in-depth knowledge of job requirements,
product information, and customer interactions. This enables them to provide detailed,
specific, and relevant insights to their trainees.
+ Sales location: New employees will be trained directly at the store, which is an ideal
location for conducting training sessions. They can learn directly, visualize the tasks
they will be responsible for, and interact with the store's products to gain a deep
understanding of their features. This hands-on experience allows them to confidently
describe and recommend products to customers
+ Training method:
● On-the-job training at Chautfifth refers to methods implemented directly in the
workplace while employees perform their actual tasks. This approach emphasizes
"learning by doing," where new employees work in a real business environment,
gaining practical experience by managing daily responsibilities and challenges. The
key advantage of on-the-job training is that employees learn Chautfifth's rules,
procedures, and expectations through hands-on application in their day-to-day tasks.
Additionally, this method incurs minimal extra costs or time.
● Coaching: New employees are paired with a manager or an experienced salesperson
who acts as a mentor. These mentors provide guidance, share knowledge, and offer
valuable experience throughout the training process.
● Job Instructions: Also known as step-by-step training, this method involves the
trainer explaining each task in detail and demonstrating how to perform it. New
employees receive hands-on experience and immediate feedback to correct any
mistakes they make.
+ Training media:
● E-learning platforms are the optimal method for Chautfifth’s employees to learn at
their own pace in a convenient and risk-free environment. These platforms provide
flexibility for online sales staff to balance training with their daily tasks.
● Chautfifth’s trainers can deliver video-on-demand sessions that allow employees to
review lessons anytime and at their convenience. To enhance interaction, trainers can
set up online chat rooms or discussion forums where sales staff can share
experiences, ask questions, and receive immediate feedback.
● Some platforms Chautfifth can consider: Google Meet, Zoom,...

- Design program and perform sales training

At this point of the process, the sales manager will seek budget approval from upper
management and detail the program.

Training Area Day/ Date/Time Location Hour

Employee Morale Thursday December 12 8:00 AM - GG Meet 4 hours

12:00 PM

Sales Skills Thursday December 12 8:00 AM - 4 hours

12:00 PM

Company Thursday December 12 8:00 AM - 4 hours

Knowledge/ 12:00 AM
Platforms
Knowledge

Product Friday December 13 8:00 AM - 4 hours

Knowledge 15:00 PM

Teamwork Friday December 13 11 8:00 AM - 3 hours

15:00 PM

- Perform sales training

Sales managers should carefully monitor the progress of the trainees and ensure adequate
presentation of the training topics. In particular, sales managers should assess the clarity of
training materials and take feedback from trainees: from the effectiveness of trainers to the
adequacy of the physical training site.

- Conduct follow-up and evaluation

To conduct follow-up and evaluation, several steps will be made:
- Step 1: Evaluate learners’ reactions to training. This will be measured after
training. Sales trainers will ask learners to complete a survey about their overall
satisfaction with the learning experience.
- Step 2: Measure what was learned during training. To measure how much
knowledge and skills trainees have changed from before to after training, a final
examination will be given to the trainees .
- Step 3: Assess whether or not (and how much) behavior has changed as a result of
training. The best way to measure behavior change is through workplace
observations and comparing 360-degree reviews from pre- and post-training.
- Step 4: The final and most important step is to evaluate the impact of employee
training programs on business results. Measure results like productivity, quality, motivation
rewards, financial compensation efficiency, and customer satisfaction ratings will be
measured to evaluate.

2. Motivation and reward systems

 No. Motivation type Content

1 Money - At the end of each month, the sales staff with the
highest sales volume will be announced and awarded
with a bonus as recognition for their performance
- At year end, employees will receive an additional 13th
month salary.
- At the end of the year, the top five employees with the
most outstanding sales will receive gifts such as:
vouchers, tech gadgets, travel tickets,... which may also
be exchanged for cash.

2 Opportunities - Provide every employee with multiple chances to

build and enhance their skills while working for
Chautfifth.
- Define clear pathways for the employees’ career
growth and progression.
- Ensure that all opportunities are accessible to every
employee in a fair and equal way

3 Teamwork - Hold weekly meetings for open discussions and

interactions, fostering greater employee motivation.
- Organize several rival sales teams within platforms to
encourage healthy competition and growth among
employees.

4 Freedom at work Authorize sales staffs to perform their tasks effectively

5 Recognition Incentives, acknowledgments, and honors for

employees who consistently perform efficiently and
complete tasks in a swift and timely manner.

6 Positive impact - Provide employees with regular breaks.

- Designate a specific time during the workday for
games, allowing employees to relax and return to their
tasks feeling refreshed and in good spirits.

Post - assessment activities

Exceeding Targets Achieve targets Failed to meet the target

- Recognize, praise, - Give praise and - Request the group’s

and reward rewards at the start of sales manager to
employees publicly the meeting. evaluate if the targets
in front of the entire - Earn a base salary are suitable, identify
sales team. along with additional any issues, and adjust
- Offer a combined pay for meeting KPIs to better fit the
 compensation that targets. staff.
includes the base - Adjust KPIs based on - Implement
salary plus each individual's disciplinary measures
performance-based abilities and if an employee fails
pay, rewarding performance. to meet appropriate
employees with extra KPIs
bonuses for
exceeding sales
targets.
- Propose reachable
KPI targets for the
upcoming month that
align with each
employee's skill level
and qualifications.

3. Salesperson performance evaluation

3.1. Objectives
- Evaluate the ability of online sales staff to meet sales targets, close deals, and convert
leads into successful transactions.
- Gauge the quality and professionalism of customer interactions on platforms like
social media, livestream, and e-commerce channels.
- Highlight skill gaps or operational weaknesses to provide targeted training and
support.
- Motivate sales staff by recognizing high performers and addressing
underperformance.

3.2. Purpose
- Ensure consistent and high-quality service delivery to improve customer satisfaction
and brand reputation.
- Align individual performance with Chautfifth’s objectives to boost online sales
growth.
- Provide constructive feedback and professional growth opportunities for sales staff.
- Create a transparent system where staff members are aware of their contributions and
areas requiring improvement.

3.3. Management plan

- Evaluation criteria
Sales metrics Monthly sales target achieved

Conversion rates for online inquiries and livestream sessions

 Customer service quality Response quality on social media and platforms

Customer feedback ratings and review

Livestream performance Engagement levels during livestreams (e.g., viewer

retention, comments, and shares).

Product presentation skills and ability to address customer

questions

Teamwork and adaptability Collaboration with the team to execute campaigns and solve
problems.

Flexibility in adapting to new tools, processes, and customer

needs.

- Performance monitoring
- Feedback and reporting
- Recognition and rewards
- Continuous training and support

IV. Budgets
According to the target set for the sale plan in 2024, CHAUTFIFTH plans to spend about
30% of the revenue on the budget of the sale plan. The budget is established according to the
Top - Down.
No Activities Cost
1 Combo Bag Sales - “Envelope” and Cost of designing the combo bag sale
Discount on Best Selling Bags promotion + potential discounts for
customers. Estimated budget: 2,000,000
VND(includes promotional materials).
2 Discount by Quantity Cost for promotion setup and discount
program execution. Estimated budget:
1,500,000 VND.
3 Valentine’s Day Promotion Cost of free Valentine charm + packaging
for first 100 orders. Estimated budget:
5,000,000 VND.
4 Campaign “Đánh Giá Nhận Quà” Discount voucher costs for verified reviews.
Estimated budget: 3,000,000 VND.
5 Special Discount for New Customers Discount vouchers for first-time buyers.
Estimated budget: 3,000,000 VND.

No Activities Cost
1 Sales forecasting

2 Advertising
3 Sales promotion
4 Training salesforce
5 Rewarding system