Hoanchinh strategic account business plan

STRATEGIC ACCOUNT BUSINESS PLAN
For SOFITEL HOTEL
17 Le Duan Street, District 1, Ho Chi Minh city, Viet Nam
Submitted by:
GROUP 4
Nguyen Thi Phuong Ha – 1158030
Nguyen Doan Doan Hanh – 1158035
Pham Thuy An – 1158002
Vo Thi Le Huyen - 1158051
June 26, 2014
AUDI Confidential
File: GROUP 4 Strategic Account Business Plan.doc
Date Published: 06/26/2014

Table of Contents
Document Objective…………………………………….3
Account Background……………………………………3
Customer Needs…………………………………………14
Product Information………………………………….....15
Competitor………………………………………………..17
Sales Strategies……………………………………………20
Financial Forecast…………………………………………22
Plan Implementation………………………………………26
Action Plan…………………………………………………26
Required Resources………………………………………..28
References…………………………………………………..29
AUDI Confidential Page 2 11/13/2014

Document Objective
The purpose of this plan is to give basic information and work out strategies for our client
(SOFITEL). Throughout this document, we can understand our target and meet their
satisfaction as well as estimate the risks in finance.
Account Background
Objective
AUDI supplies 100 luxury cars for SOFITEL with the good features such as saving fuel,
elegant style in order to perform the best position of five stars SOFITEL Hotel in the world.
Client Profile1
SOFITEL, Symbol of French Elegance in Luxury Hospitality throughout the world.
Sofitel is a French luxury hotel chain managed by Accor, which opened its first property
in Strasbourg in 1964. Its first overseas opening (in Minneapolis, USA) was in 1974. In
1995, Sofitel had 100 hotels in 40 countries and employed 12,500 people. Two years later,
Sofitel joined the Accor Group, founded in 1983 and in 2000, opened properties in
Philadelphia and New York. In 2005, Sofitel continued its expansion with Sofitel Asia
Pacific. In 2007, Sofitel created a strategy to compete on the international luxury hotel
market with its French Touch and the slogan "Life is magnifique". In the following year,
Sofitel became its own unit in the Accor group with 161 Hotels worldwide. In 2009, the new
brands Sofitel Legends and SO by Sofitel were introduced.
Sofitel and its Ambassadors (employees) link the world with French Elegance across a
collection of unique addresses offering their guests and partners a “Cousu Main” service
enriched with emotion, performance and a passion for excellence
Sofitel is the only French luxury hotel brand with a presence on five continents with 120
addresses, in almost 40 countries (more than 30,000 rooms). Sofitel offers contemporary
hotels and resorts adapted to today’s more demanding and more versatile consumers who
expect and appreciate beauty, quality and excellence. Whether situated in the heart of a
major city like Paris, London, New York, Shanghai or Beijing, or nestled away in a country
landscape in Morocco, Egypt, French Polynesia or Thailand, each Sofitel property offers a

genuine experience of the French “art de vivre”.
Sofitel has opened 15 new establishments since end of 2011, with approximately 3,000
rooms and suites. Starting with the first Sofitel Thalassa Sea & spa in Agadir (Morocco), to
the first Sofitel in India, Sofitel Mumbai Bandra Kurla, Sofitel also developed in Auckland
(New Zealand), Abu Dhabi, Bangkok (Thailand), Casablanca (Morocco) and Montevideo
(Uruguay) and Dubai (United Arab Emirates).
The brand is also accelerating its expansion in Latin America, the Middle East, Africa and
Asia with the signing of 7 new contracts (approximately 3,000 rooms) in 2012 and 2013,
including Abidjan (Côte d’Ivoire), Riyadh (Saudi Arabia), Rio de Janeiro (Brazil), Bali
(Indonesia), Auckland (New Zealand), Shenyang in China and Wellington, the capital of
New Zealand.
Two labels have been added to the Sofitel Luxury Hotels brand, sharing the same DNA.
- Sofitel Legend is a seal, a private club of timeless establishments, often with historical,
century-old buildings, legendary places imbibed in history, that are attractions in their own
right in their town or country. Each Sofitel Legend is a unique gem. A guarantee of
travelling to the heart of luxury and history. Following the Sofitel Legend Metropole in
Hanoi (Vietnam), Sofitel Legend the Grand Amsterdam (Netherlands), and the mythical
Old Cataract in Aswan (Egypt), Sofitel Cartagena Santa Clara in Colombia was awarded
the Sofitel Legend plaque on 12/12/12.
- Built on the renown of Sofitel Luxury Hotels and its unique identity that is a subtle blend
of French luxury and the best aspects of local culture, Sofitel So is the new “designer
boutique hotel” label epitomised by ultra-contemporary style in trendy destinations. The
chic, contemporary style of Sofitel so is the result of an alliance between Sofitel’s famous
“art de vivre” and the signature of an internationally renowned designer from the worlds of
art of fashion. It reflects and enhances the very essence of a place. Kenzo Takada was for
instance the artistic director at Sofitel So Mauritius, while Mr. Christian Lacroix put his
signature on Sofitel So Bangkok in Thailand. Sofitel So Singapore, the third hotel in this
rapidly growing label’s portfolio, will have its emblem created by the famous fashion
designer Karl Lagerfeld. Sofitel addresses that will join the ranks between now and 2015
are: Mumbai, Rio ET Sydney.

Sofitel’s positioning is based on 3 strategic pillars:
- Design: Sofitel joins forces with designers, architects and artists who interact with the
different places and play with their codes: alongside the Sofitel So signatures feature great
names like Jean Nouvel at Sofitel Vienna Stephansdom, Sybille de Margerie at Sofitel
Legend Old Cataract Aswan and Sofitel Montevideo Carrasco Casino & spa, and Andrée
Putman at Sofitel Paris Arc de Triomphe… Talented people who are able to reinvent the
French hotel business and make Sofitel a resolutely contemporary brand.
- Gastronomy: diversity in tastes features prominently on our chefs’ menus, building
bridges between local cuisine and French food heritage. The Sofitel Legend the Grand
Amsterdam restaurant is in fact called “Bridges”, in tribute to the city’s bridges and ties
built between gastronomies of the world. Our chefs’ talent lies in creating this alchemy of
flavors, influences and textures. This art of “good taste” is also shared at the “Flamboyant”
(Sofitel So Mauritius), the “Renoir” (Sofitel Montreal Golden Mile,) the “Balcon” (Sofitel
London St James), and the “Beaulieu” (Sofitel Legend Metropole Hanoi). Not to mention
their prestigious wine lists.
- Culture: Sofitel is associated with cultural happenings and organises events. Examples
include Elles by Gilles Bensimon, celebrating women in 4 Sofitels in the USA with photos
of 25 famous women such as actresses Charlize Theron, Audrey Hepburn, Monica Belluci,
Uma Thurman, Catherine Deneuve... The brand also pays tribute to fashion with Fashion
Stills, bringing together some of the most iconic photographs of French fashion. Or
surrounds itself with illustrious writing talents for Literary Escapes. Not to mention the
numerous events that take place at our hotels: fashion shows, exhibition previews,
concerts…
In the rooms, the MyBed™ experience, an exclusive bed concept, offers our customers
restorative sleep. The refinement extends to a perfumed bath with fragrance products from
Hermès or Lanvin. The 25 Sofitel So SPAs around the world also combine French cosmetic
brands like Cinq Mondes or Carita with the best of local wellbeing techniques. Sofitel
Thalassa Sea & spa improve fitness with all the benefits of seawater. Finally, Sofitel has
special offers and exclusive services for family holidays. Every child is welcomed like a
prince or princess with their own “Le Petit Prince” kit.

Each day, the Sofitel Ambassadors as our employees are called, welcome customers and let
them share in the experience of our hospitality and “handmade” service. Among these
Ambassadors, our receptionists are passionately devoted to excellence for our guests’
satisfaction, whether it’s a friendly hello, a restaurant suggestion, or fulfilling an
exceptional request. In addition, as part of its Human Resources programme, Sofitel offers
its employees a tailored career development plan called the “Ambassadors
Programme”. Aimed at our 26,000 employees, it gives personalised support to our teams on
a professional and personal level. This three-part programme aims to attract talented
people, retain them through specialised training, and offer them career opportunities.
Client Business Objectives and Initiatives2
SOFITEL use your pi for the following purposes:
a) to manage your reservation and booking:
- To book and reserve Accor hotel rooms and requested accommodation;
- To establish and maintain business records and comply with accounting requirements;
- For back office processing; including managing a list of undesirable guests, further to a
non-payment, or to improper behavior, etc.
b) to manage your stay at the hotel:
- To track consumption (telephone, bar, internet, pay TV…);
- To access rooms.
c) to improve our hospitality services, including:
- To process your pi in Accor’s clients relationship management (crm) program;
- To better understand your needs and requests;

- To tailor our products and services to better suit your desires.
d) To send you newsletters, promotions and marketing material or contact you about
tourism, hospitality or services, hotel promotions, or about Accor partners. You can
choose to unsubscribe from our email newsletters service by clicking a link in one of our
email newsletters.
e) to improve our Accor services, including:
- To conduct surveys and analyze guests’ questionnaires and comments and activity
patterns
- To manage guests’ complaints.
- To let you benefit from our loyalty program
f) To secure and improve your use of Accor internet websites, including:
- To improve website navigation and;
- To implement security and fraud prevention means.
g) To comply with local regulations (e.g. retention of business or accounting documents)
Client Organization Chart3

· Accor Hotel Organizational Chart
General
Manager
Executive
Assistant
Manager
Rooms
Division
Front Office
Revenue /
Reservations
Duty
Management
Human
Resources
PA to the
General
Manager
F & B
Kitchen
Technical
Services
Housekeeping
Finance Sales and
Marketing &
Conference &
Catering Sales

· Food and Beverage Department

· Front Office Department
· Housekeeping Department

· Technical Services / Engineering Department
· Chefs Department

· Revenue / Reservations Department

· Sales & Marketing Department
· Human Resources Department

· Finance Department
Client Contact List4

Name Title Telephone Number E-mail Address
Felicia
Diversity
Giordimaina
Coordinator
+61 (0)2 9280 9615 Felicia.Giordimaina@accor.com
Javier Cedillo-
Espin
Vice President
Communication
and Loyalty,
Asia Pacific
+ 65 6408 8840 javier.cedillonespin@accor.com
Antonietta
Varlese
Head of
Corporate
Communications
in Latin America
+55.11.3818.631 antonietta.varlese@accor.com.br
Customer Needs
Customer budget 5:
According to the quarterly report 4/2013 of an investment fund VOF - Vinacapital.
Net operating profit of the Sofitel Metropole Hanoi reached 20.2 million in
2013.
At the end of 2013, the average occupancy rate of rooms at Sofitel Metropole nearly
70%. Revenue for the year reached 37.6 million hotel and having a net profit of
USD 20.2 million from operating activities, get over 1.2% and 2.5% compared to the
goals and expectation of operation for the year. The rate of return on equity (ROE)
reached 25.5%.
In 2014, Sofitel Metropole's revenue goal is USD 38.7 million and total profit of USD
20.5 million, go up 2.9% and 2% compared to achievement in 2013. At VOF, Sofitel
Metropole investments accounted for 8.6% of net Asset Value (NAV) of the fund as
of the end of 2013.
By the end of 2013, the net asset value of VOF was 745.6 million, equivalent to 3.01
USD / fund certificate, go up 0.1% compared to last quarter 3/2013. Profit in 2013
reached over 90 billion VOF, 3 times higher than the previous year.

Product Information
1/ Company Information
Audi is a manufacturer of luxury cars and sport utility SUV with a long history over 100
years. The company was founded in Germany in 1910 and so far has belonged to Germany.
There are average of 51,504 employees in the past fiscal year. Net income is 49,662 EUR
millions.
In 2013, their goals involved superior financial strength in order to make structures and
processes effectively, systematic investment management and the ongoing optimization of
cost. Moreover, they focused on the continuous growths with total 1,575,280 cars delivered

and they also want to achieve top image position and customer mix. Next, they want to be
the leaders in innovation about the design and technology. In order to be leading premium
brand worldwide, they is reliant on the capability and binder of the best and most highly
qualified workers. Finally, there are the sustainability of products and processes to reduce
CO2 and use natural resource frugally.
Audi Quattro car is seen as the first application of the four-wheel drive system, so the car has
a strong impression in this time. Four-wheel drive system has helped Audi win consecutive
awards in the sports car racing and eventually Quattro has appeared in all of the Audi lineup.
Through the 1990s, Audi began to move change your target market to compete with high-end
German automakers Mercedes - Benz and BMW. BMW, Mercedes-Benz and Audi are
the biggest rivals in the luxury car segment. The competition of three famous luxury brand in
Germany is gradually heating up, after sales outpace Audi's rival BMW even in the early
days of 2014 and the new compact car from Mercedes also helped to increase strong orders.
All 3 are targeting record-breaking sales in 2014. Mercedes-Benz also has shorten sales gap
with two competitors BMW and Audi in the luxury car segment in May 2014, thanks to the
explosion of the line S-Class and E-Class.
2/ Product Line
Q Series involve Q3, Q7 and Q5 that have average price in the market, but this is the case of
balance between price and quality. Because the customers is Sofitel Hotel and they want find
out the luxury cars to transport the VIP customers and their supervisors. Therefore, Q series
is suitable for them because the design is large and legend. Having or more four seats make
customers feel comfortable and can put a lot of bag gages.
· Audi Q3: The introduction of the Audi Q3 in fall 2011 increased the Audi brand’s
SUV family to three models The Q3 combines the dynamics of a compact car with
the spaciousness and versatility of an SUV. Average price: 23,875 pound6
· Audi Q5: Streamlined, sporty and luxurious, the Q5 is like no other car in its class.
The Audi brand delivered 176,084 (147,088) of the Audi Q5 to customers during the
year. Since appearing on the market at the end of 2008, the midsize SUV has
developed into a high-volume car line and a major driver of growth. Average price:
31,370 pound7
· Audi Q7: Technology, luxury with comfort and versatility in one dynamic
package .Demand for the Audi brand’s largest SUV, the Q7, and once again rose year
on 2013. The Company delivered 52,529 (43,251) vehicles to customers. Average
price: 43,895 pound 8

Competitor
1/ Mercedes-Benz
Mercedes-Benz first appeared in June 28, 1926 and is a German automobile manufacturer, a
multinational division of the German manufacturer Daimler AG. The brand is used for
luxury automobiles, buses, coaches, and trucks. The headquarters of Mercedes-Benz is in
Stuttgart, Baden-Württemberg, and Germany9
In Vietnam, Mercedes-Benz Vietnam Ltd. Was founded in in 1995 as a member of
DaimlerChrysler, Mercedes-Benz Vietnam is one of the top auto makers in Vietnam. It
supplies both passenger cars and commercial vehicles to the market.10
. Address Contact Email
Mercedes-
Benz
Vietnam
Ltd.
693 Quang Trung,
Ward 8,
Go Vap District,
Ho Chi Minh
City, Vietnam
Tel: +84 - 8 - 35889 – 111
Fax: +84 - 8 - 35890 - 199
mercedes-benz-vietnam@
daimler.com

2/ General Motors
General Motors Company, commonly known as GM, is an American multinational
corporation headquartered in Detroit, Michigan that designs, manufactures, markets and
distributes vehicles and vehicle parts and sells financial services. General Motors produces
vehicles in 37 countries under ten brands: Chevrolet, Buick, GMC, Cadillac, Opel, Holden,
Vauxhall, Wuling, Baojun, Jie Fang, UzDaewoo11
GM Vietnam Motor Company is an automobile manufacturer based in Vietnam and a
subsidiary of the GM Korea Company was officially established in December 1993 as a
joint-venture between the Korean Daewoo Motor Corporation and the 7983 Mechanic Union
Enterprise that was owned by the Vietnamese Ministry of Defense.12
3/ Audi SWOT Analysis13

Strength Weakness
1. Available in both petrol and diesel variants
with a huge product portfolio
2. Wide range to cars to choose from starting
from Hatchback to Luxury SUVs
3. Equipped with superior features like parking
sensors, LED illuminated interiors, Air bags,
traction control and much more
4.Elegant styling of both interiors & exteriors
5. Latest technology like Quattro and FSI
provide refined and efficient engine
performance
6. Well established brand which helps in the
brand recall
7. Has approximately 50,000 employees
worldwide
8. The brand has actively been involved in
motorsport and sponsorship of many sporting
and premium events
1. High maintenance & handling cost
2. Limited presence in emerging markets where
some other brands have taken over the market
Opportunity Threats
1. Expanding automobile market and available
space
2. Opportunity to leverage brand recall and
acquire newer customers
3. Expansion of product portfolio by entering
into low cost cars
4. Increasing manufacturing capability to meet
increasing demand generated through
advertising
1. Increasing fuel costs
2. Competition from other big automobile
giants
3. Product innovations and frugal engineering
by competitors
4. Limitations due to government policies in
entering foreign markets

Sales Strategies
The fact that Sofitel Plaza Hotel have been considered as one of the most luxury and
expensive hotel in Vietnam has already show the financial capability of Sofitel in Vietnam’s
market. In 2013 alone, Sofitel Plaza Hotel ‘s revenue reached 37.6 Million USD in 2013 that
bring 20.2 Million USD Net Income from operating activities which exceed 1.2% and 2.5%
compared with the 2013 Financial Plan of Sofitel. Furthermore, Sofitel Plaza Hotel plan to
reach 38.7 Million USD Revenue and 20, 5 Millions USD Net Income with the investment
accounted 8.6%. Increase 2.9% and 2% compare with 2013.14
2009 15 2010 16 2013 17 2014 18
(Forecast)
Revenue $21,235,464 $24,958,545 $37,619,781 $117.53
Net Income $5,465,151.75 $7,477,266.75 $20,257,869 $136.82
Income of Sofitel Plaza Hotel
In the other hand, the sales of Audi Q Series had increased significantly in 2013 compared to
2012 show the interesting in the Q series in the Asia market in general and in Vietnam
market in particular. This is the advantages for Audi to implement this Sales Strategies when
the client already have interested in the products and the capability to purchase those
products.
2013 2012
Audi Q3 68,543 42,050
Audi Q5 115,145 100,185
Audi Q7 26,252 25,558
Audi Q Series Sales in 2013 and 2012 19
However, obviously Sofitel Plaza Hotel‘s investment will not only spend to purchase new
transportation when they have many other thing to considering. Therefore, the prices of the
products will be one of the most important factors that can determine the decision of Sofitel
Plaza Hotel as well as the success of this Sale Strategies. Although automobile is one of the

products with high taxes in Vietnam which increase the prices of the products in Vietnam
market and of course, Audi Q series is not an exception.
Model Engine Gearbox Vehicle Capacity Maximum
Torque
Price
(USD)
Audi
Q3
2.0L 7 AT 210/5000-6200 300/1800-4900 $77,014.40
Audi
Q5
2.0L 8 AT 224/4500-6200 350/1500-4500 $99,555.20
Audi
Q7
3.0L 8 AT 333/5500-6500 440/2900-5300 $154,968.00
Audi Q Series Prices in Vietnam 20
Let assume that Sofitel Plaza Hotel is willing to spend 35% of their investment which
approximately $300,000. That amount can purchase at least two automobiles only in 2014.
With the time period from July 2014 to June 2015 which has 2 investments – one for 2014
and one for 2015, there is possibility that Sofitel Plaza Hotel will purchase at least 3
automobiles from Audi if the products can satisfy their need and demands.
Brief Sale Forecasting for Audi Q Series Sale Strategies:
2014 2015
Period 3rd Quarter 4th Quarter 1st
Quarter
2nd
Quarter
Product Q3 Cars
Q5 Cars
Q7 Cars
Q3 Cars
Q5 Cars
Q7 Cars - -
Quantity 18 Q3 Cars
18 Q5 Cars
10 Q7 Cars
10 Q3 Cars
10 Q5 Cars
34 Q7 Cars
- -

Total Quantity 46 Cars 54 Cars - -
Prices ( Pound)
18 x 23,875 = 429,750
18 x 31,370 = 564,660
10 x 43,895 = 438,950
10 x 23,875 = 238,750
10 x 31,370 = 313,700
34 x 43,895 = 1,492,430
- -
Total Sales 1,433,300 2,044,880 - -
Discount 5% 1,361,635 - - -
Discount 10% - 1,840,392 - -
Financial Forecast
1) Sale Strategies for 2014
In 2014, Sofitel Plaza plan to invest 8.6% of their Net Income to improve their performance.
However, as one of the most luxury and expensive brand of Accor Group, their facilities,
employees as well as necessary supplies and equipment for hotel daily operation has reach
the stage of almost perfection. Ironically, this advantage creates disadvantages for them
when now they don’t have many options to improve their performance. Although they have
such smooth and perfect operation, there are two factors that may cause problems not only
for Sofitel Plaza Hotel but many other businesses – the unpredictable weather and chaos
traffic condition in Vietnam21. It will be disaster not only for the business but also their client
if they have to seek transportation in the middle of a hurricane or they have to wait hours in
the poor quality vehicles such as Taxi or Bus because of the traffic jam in rush hour. Those
situations will definitely affect the reputation as well as operation of the business, especially
for luxury and expensive brand such as Sofitel Plaza Hotel. For this sort of obstacle, it will
be most beneficial for Sofitel Plaza Hotel if they have a team of luxury automobile
responsible to transports important guest and business partner of Sofitel Plaza Hotel.
Audi is one of the most famous with the best quality automobile by default by Vietnam
market and customer22. It will be the best choice that match for the reputation and high-class
of Sofitel Plaza Hotel. However, with the gold location in downtown, Sofitel Plaza Hotel is
too far away from the airport and until now, the most common ways for customer of business
partner want to visit Sofitel Plaza Hotel is using the taxi service and the most popular with
high quality taxi service in Vietnam is Mai Linh Group but the fares is also expensive
compare to other Taxi Group in the city.

Model First 0.7 km Each addition
0.8km up to
30th km
11,000 VND 15,800 VND 12,500 VND
12,500 VND 17,500 VND 14,500 VND
12,000 VND 16,800 VND 13,500 VND
KIA Morning 10,500 VND 14,800 VND 12,200 VND
Each minute of wait time: 3,000 VND
Mai Linh Group Taxi Fares23
From the 31st
Km
Toyota Vios –
Yaris
Toyota Innova
G
Toyota Innova
J
Of course in most of the case, customer of business client who want to make contact or visit
Sofitel Plaza Hotel need to pay these expense on their own money, although as one of the

most luxury hotel chain not only in Vietnam but all over the world, letting important client or
customer to find their way to the Sofitel Plaza Hotel all by themselves may affect the
reputation of Sofitel Plaza Hotel in particular and Accor Group in general more or less.
Therefore, it is very important for Sofitel Plaza Hotel to have a luxury transport team to
transport client to and away from the hotel without increase the expense to maintain and
operate the team significantly. The Audi Q Series with effective, low fuel consumption will
guarantee the positive result and performance of the investment in Audi.
Model Fuel Consumption
For 100km 24
Fuel Prices 25
RON A92
Total
Audi Q3 7.3l – 7.7l
$1.2 / Liter
$8.76 - $9.24
Audi Q5 7.9l $9.48
Audi Q7 7.2l $8,64
Not only serve the purpose of transportation, this luxury transport team also plays an
important role in marketing and advertising for Sofitel Plaza Hotel. With the images and
brand of Sofitel Plaza Hotel on the vehicle, now each of the automobile will become a brand
ambassador to propagate Sofitel Plaza brand to the public. This will allow Sofitel Plaza
Hotel to saves a significant expense for advertising and marketing, two purposes but only
one investment. Although it would be wise that Sofitel Plaza Hotel should purchase at least
two vehicles to prevent unpredictable situations can occur such as broken vehicle or rising in
demand. Therefore it is possible to set the goal to sell at least two automobile to Sofitel Plaza
Hotel in 2014.
However, there are many competitors that have the capability on the same or higher level
than Audi in many aspects such as Mercedes or Ford and General Motors. The sales person
need depend on the advantageous geographical location of Audi Showroom that only 200
meters from Sofitel Plaza Hotel, it will be convenient for Sofitel Plaza Hotel with the after-

sale services as well as assistance from the manufacturer with the products and if they
purchased automobile from Audi.
2) Sale Strategies for 2015
The favorable result in purchase Audi Q Series will facilitate the development Sofitel Plaza
Hotel performance and business. This advantages also increases their budgets for the year
2015 as well as opportunities for Audi to sell more automobile to Sofitel Plaza Hotel in
2015. However, it would be possible for Sofitel Plaza Hotel to choose another luxury
automobile manufacture to place order to create variety and option for customers to choose
from. Sales person need to cling on the ideas that Sofitel Plaza Hotel is not a transportation
services company. The transport team is only there to support the main operation of Sofitel
Plaza Hotel. When purchase from more than one manufacture, it will lead to many other
problem that need to be solved such as repair, maintain the vehicles. All of these factors can
result as unwise investment that backfire and cause harm to Sofitel Plaza Hotel operation.
Furthermore, the Uniform Effect with identical vehicle will build a professional images that
express the luxury, expensive reputation of Sofitel Plaza Hotel.
The advantageous geographical location of Audi Showroom also plays an important factors
again for the Sale Strategies in 2015 with Sofitel Plaza Hotel. Identical vehicle mean
simplified the services that would make both Audi and Sofitel Plaza Hotel operation become
more effective. If something happen, Audi can send their employees over to Sofitel Plaza
Hotel to find the solution for the problem immediately. If the vehicles need to be sending
back to the Audi Showroom for father inspection and repair, it won’t cost too much time in
travel between Sofitel and Audi. This will allow Sofitel Plaza Hotel to spend the lowest cost
for Audi Services.
Beside, when using identical vehicle, it will create the affect that the operation of Sofitel
Plaza Hotel never or less likely to face any problem. If one of the vehicle are broken or
having trouble that cannot be operate, Sofitel Plaza Hotel can mobilize another vehicle that
look exactly the broken one to the customer. This will minimize the negative result of Sofitel
Plaza Hotel be leaked out to the public.
Plan Implementation

In order to implement that will ensure the chance of success of the Sale Strategies, sales person
need to send products information in advance to the Sofitel Plaza Hotel. This will allow Sofitel Plaza
Hotel to have the ideas about the features of the products and what can that product do for the Sofitel
Plaza Hotel forward with series of phone call to set up appointment with the Sofitel Plaza
Representative to have a chance to discuss.
However, as one of the tradition in Vietnam and Asian, the process would be easier and convenient if
both parties have a close relationship. Of course it will better if doing business with someone you
already know which will minimize the risk and disagreement during the discussion and negotiation.
Most common way to archive the trust and build relationship with cline is to invite them out for dinner
or create a get-together. This will also increase the chance to meet with the high rank employees who
actually can make the decision for the Sofitel Plaza.
Once to have the chance to set an appointment to discuss doing business, salesperson need to
persuade and present the benefits of the products to Sofitel Plaza Hotel as well as any necessary
promotion or service in order to negotiate.
Action Plan
Content Purpose Delivery
Methods
Frequency/
Timing
Responsibility
Products
Advertisement
Introduce the product
to Sofitel Plaza Hotel
Email
Newsletters
Weekly
( Jul – Aug 2014)
Audi Sale
Representative
Set up Dinner
Appointment
Build relationship with
Sofitel Plaza Hotel
Phone Call
Meeting
Weekly
(Sep – Nov 2014)
Audi Sale
Manager
Product
Demonstration
Present and
Demonstrate feature
and benefit of Audi Q
series to Sofitel Plaza
Hotel
Meeting November 2014
Audi Sale
Manager
Audi Sale
Representative
Orders and
Discuss and negotiate
to have common Meeting November 2014
Audi Sale
Manager

Promotion
Negotiation
agreement upon the
quality and quantity of
order.
Audi Sale
Representative
Delivery and
Confirmation of
Order.
Deliver the vehicle
over Sofitel Plaza Hotel
and confirm the quality
and quantities of order.
Meeting December 2014
Audi Sale
Manager
Audi Sale
Representative
Although after the first successful doing business between Audi and Sofitel Plaza Hotel, it
will be easier and faster for Audi to increase sale activities and discussion with Sofitel Plaza
Hotel. However, with only that wills not guaranty the success of the Sale Strategies.
Therefore in Sale Strategies for the year 2015, most of the time will be used to negotiate and
discuss between Audi and Sofitel Plaza Hotel which can account 2 to 3 month if condition is
favorable for both of the parties.
Action Plan for Sale Strategies 2015
Content Purpose Delivery
Methods
Frequency/
Timing
Responsibility
Orders and
Promotion
Negotiation
Discuss and negotiate
to have common
agreement upon the
quality and quantity
of order.
Meeting
Monthly
(Mar – Apr 2015)
Audi Sale
Manager
Audi Sale
Representative
Delivery and
Confirmation
of Order.
Deliver the vehicle
over Sofitel Plaza
Hotel and confirm the
quality and quantities
of order.
Meeting December 2014
Audi Sale
Manager
Audi Sale
Representative

Required Resources
With the advantageous geographical location of Audi Showroom and Sofitel Plaza Hotel,
Audi have reduce a huge amount of cost in travel and accommodation for Sale Team of 5
(one manger, 4 representative) to engage with the Sofitel Plaza Hotel.
However, there are some significant expense that need to consider before implementing the
sale strategies:
Description Expense Quality Responsibility Total
1 Phone Expense $25 / Person 5 Sale Manager
Sale
Representatives
$125
2 Dinner Expense
(With Client)
$500 / Week 4 Sale Manager $2,000
3 Meeting Expense $50 / Person 5 Sale Manager
Sale
Representatives
$250
4 Other Expense
(From Jul 2014 – Jun
2015)
$500 /
Person
5 Sale Manager
Sale
Representatives
$2,500
TOTAL: $4,875

References
1. FRENCH ELEGANCE IN LUXURY HOSPITALITY AROUND THE WORLD. (n.d.). .
Retrieved June 25, 2014, from http://www.accor.com/en/brands/brand-portfolio/
sofitel.html
2. What are the purposes?. (n.d.). . Retrieved June 25, 2014, from
http://www.sofitel.com/gb/security-certificate/index.shtml#07
3. ACCOR HOTEL Org Chart [Compatibility Mode] pdf. (n.d.). . Retrieved June 25, 2014, from
http://ebookbrowsee.net/accor-hotel-org-chart-pdf-d182584587
4. Contact us. (n.d.). . Retrieved June 25, 2014, from
http://www.accorhotels.com/gb/leclub/help.shtml
5. Hằng. (n.d.). Sofitel Metropole: Lợi nhuận 2013 đạt 20.2 triệu USD. . Retrieved June 25,
2014, from http://vietstock.vn/2014/03/sofitel-metropole-loi-nhuan-2013-dat-202-trieu-usd-
737-335970.htm
6. Q3(n.d.). . Retrieved June 25, 2014, from http://www.audi.co.uk/new-cars/q3.html
9. Mercedes-benz. In Daimler AG. Wikipedia. Retrieved June 20 from
http://en.wikipedia.org/wiki/Mercedes-Benz
10. Mercedes-benz vietnam. (n.d.). Retrieved June 20 from http://www.mercedes-benz.
com.vn/content/vietnam/mpc/mpc_vietnam_website/enng/home_mpc/passengercars/h
ome/passengercars_world/About_the_company_Mercedes-Benz.0002.html
11. General motors. In (2014). General Motors. Wikipedia. Retrieved from June 20
http://en.wikipedia.org/wiki/General_Motors
12. Gm vietnam. In (2014). General Motors Korea. Wikipedia. Retrieved from
http://en.wikipedia.org/wiki/GM_Vietnam
13. Audi swot analysis. In AUDI. mbaskool. Retrieved from
http://www.mbaskool.com/brandguide/automobiles/4884-audi.html
14. 17. 18 Minh, H. (2014, 3 13). Sofitel metropole: Lợi nhuận 2013 đạt 20.2 triệu usd. VietStock.
Retrieved from http://vietstock.vn/2014/03/sofitel-metropole-loi-nhuan-2013-dat-202-trieu-usd-
737-335970.htm
15.16. Nguyen, H. (2011). Nguyen, H. (2011). Sofitel plaza hotel marketing-mix strategy. In
Sofitel Plaza Hotel Marketing-Mix Strategy
19. Interim financial reports 2013. In (2013). Audi Financial Report. Munich: Audi AG. Retrieved
June 19, 2014 from http://www.audi.com/content/dam/com/EN/investor-relations/
financial_reports/interim-financial-report/2013_audi_interim_financial_report.pdf
20. Nhu, P. (2014, 2 14). Bảng giá xe audi tại việt nam. Dan Tri. Retrieved from
http://dantri.com.vn/van-hoa-xe/bang-gia-xe-audi-tai-viet-nam-777359.htm
21. Unpredictable weather prompts people to flee. (2014, 4 30). VietNamNews. Retrieved June
19, 2014 from http://vietnamnews.vn/society/254288/unpredictable-weather-prompts-people-to-flee.
html
22. H, T. Doanh số tại việt nam của audi tăng hơn 80%. Mot The Gioi. Retrieved June
20, 2014 from http://motthegioi.vn/kinh-te/the-gioi-kinh-doanh/doanh-so-tai-viet-nam-cua-
audi-tang-hon-80-52444.html
23. Mai linh group taxi fares. In Ho Chi Minh City Taxi Fares. Ho Chi Minh City: Ho Chi Minh City
Taxi Association. Retrieved June 20 from http://www.taxihochiminhcity.com/bang-gia/3/cong-ty-co-
phan-taxi-mai-linh.html
24. The audi q series engine. (n.d.). Retrieved June 20 from
http://www.audi.vn/sea/brand/vn/models/q5/audi_q5/engines/tfsi.html
25. The retail price of gasoline. (n.d.). Retrieved June 20 from
http://www.petrolimex.com.vn/default.aspx

Hoanchinh strategic account business plan

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Viewers also liked

Viewers also liked (17)

Similar to Hoanchinh strategic account business plan

Similar to Hoanchinh strategic account business plan (20)

More from Heo Xinh Màu Xanh

More from Heo Xinh Màu Xanh (13)

Recently uploaded

Recently uploaded (20)

Hoanchinh strategic account business plan