Sale Management

Assignment 2

Nguyen Van Tai – GBD210030

 ASSIGNMENT 2 FRONT SHEET
Qualification BTEC Level 5 HND Diploma in Business

Unit number and title Unit 49: Sales Management (5131)

Submission date 24/08/2023 Date Received 1st submission

Re-submission Date Date Received 2nd submission

Student Name Nguyen Van Tai Student ID GBD210030

Class GBD1008A Assessor name Vo Cong Nghia

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making a false declaration is a form of malpractice.

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Table of Contents
1. Introduction.........................................................................................................................................................5
1.1. Introduction of the Sabeco..........................................................................................................................5
1.2. Sabeco sales presentation,..........................................................................................................................5
1.3. Sales strategy for the new product.............................................................................................................5
2. Portfolio Management........................................................................................................................................6
2.1. Purpose of portfolio management..............................................................................................................6
2.2. Benefits of portfolio management..............................................................................................................6
3. Portfolio Sales Opportunities and Ansoff Matrix................................................................................................6
3.1. Introduction to Portfolio Sales Opportunities.............................................................................................6
3.2. Application of the Ansoff Matrix Model......................................................................................................6
4. Analytical Tools for Portfolio Management........................................................................................................7
4.1. Weighted Ranking and Scoring techniques................................................................................................7
4.2. Quantitative and Qualitative Analyses........................................................................................................7
4.3. Graphical Analytical Methods.....................................................................................................................8
4.4. Sale forecasting and Budgeting...................................................................................................................8
5. Practical application............................................................................................................................................8
5.1. Company Analysis........................................................................................................................................8
5.2. Product analysis..........................................................................................................................................9
5.2.1. Detail of the proposed product...............................................................................................................9
5.2.2. Strategic allignment..................................................................................................................................9
5.2.3. Fit with Sabeco.......................................................................................................................................10
5.2.4. Apply Ansoff model................................................................................................................................10
5.2.5. Comparing of existing products............................................................................................................10
5.3. Sale forecasting & Budgeting..................................................................................................................10
6. Conclusion..........................................................................................................................................................10
References................................................................................................................................................................. 12
7. Appendix...........................................................................................................................................................14
Table of Figure

Figure 1: Single - criteria weighted ranking (coursebook)...........................................................................................7

Figure 2: Multiple-criteria weighted ranking (coursebook)..........................................................................................7
Figure 3: Multi-Criteria Scoring model (course book)................................................................................................7
Figure 4: Swot Analysis...............................................................................................................................................8
Figure 5: The market share of VietNam Beer Industry 2021........................................................................................9
Figure 6: Sabeco Ansoff Matrix.................................................................................................................................10
Figure 7: Sabeco sale increase....................................................................................................................................14
Figure 8: Sabeco Saleforecasting Average model......................................................................................................16
Figure 9: Table of Sabeco new product Sale Budgeting.............................................................................................18
Figure 10: Table of sales budget of Sabeco new product for 2 year 2024 -2025........................................................18
1. Introduction SABECO's core values guide all of its
endeavours. With a rich tradition as its
In today's dynamic business landscape, the ability
foundation, the company embraces social
to effectively manage sales portfolios has
responsibility by actively participating in
emerged as a critical factor in ensuring
community initiatives and transparently fulfilling
organizations' long-term growth and profitability.
its obligations. The ethos of continuous
This assignment delves into the intricate realm of
innovation drives SABECO to constantly
sales portfolio management, focusing on its
improve its products and practices, while
strategic importance and practical
solidarity and collaborative development
implementation within the context of a chosen
strengthen its commitment to holistic progress
global company, as part of the ongoing learning
(Sabeco, 2023).
journey within unit 5131: Sales Management.
SABECO's commitment to providing beverages
1.1. Introduction of the Sabeco
that meet stringent food safety and environmental
Sabeco Company, founded in 1890, is a
standards remains unwavering as the company
prestigious Vietnamese brewery, holding the title
moves toward international integration.
of the country's largest and ranking among the
SABECO is poised to realize its aspiration of
top in Southeast Asia (Sabeco, 2023). Its
becoming Vietnam's premier beverage
extensive beer selection, including Saigon
conglomerate, resonating both within the region
Export, 333, and Bia Ha Noi, demonstrates the
and beyond, by nurturing its core values and
breadth of its product line. Sabeco cements its
pursuing its visionary mission (Sabeco, 2023).
position as a dominant player in the domestic
1.2. Sabeco sales presentation,
beer industry with a market share of more than
50% in Vietnam (Sabeco, 2023). The Sabeco sales presentation would begin with
an overview of the company and its history. The
SABECO's mission is to contribute to the
company's strengths, such as its market share,
advancement of Vietnam's beverage sector, with
brand reputation, and product portfolio, would
the goal of competing with global standards
then be highlighted (Sabeco, 2023).A more
(Sabeco, 2023). The company is dedicated to
detailed analysis will be in Appendix 1
elevating Vietnamese culinary culture and
enriching lives through high-quality and safe 1.3. Sales strategy for the new product.
beverage products and is founded on the values The sales strategy for the new product would be
of tradition, responsibility, innovation, solidarity, tailored to the specific product and target market
and collaborative development (Sabeco, 2023). (Sabeco, 2023). For example, if the Sabeco
product is a new alcoholic beverage, the sales
strategy might focus on targeting young adults in Lancaster, 2019). This section delves into the
urban areas. The sales strategy would also take numerous benefits that skilled portfolio
into account the company's resources and management provides, including increased
capabilities (VIR, 2019). For example, if the competitiveness and long-term sustainability.
company has a limited sales force, the sales
3. Portfolio Sales Opportunities and Ansoff
strategy might focus on online marketing and
Matrix
direct sales.

2. Portfolio Management 3.1. Introduction to Portfolio Sales

2.1. Purpose of portfolio management Opportunities

Portfolio management is a strategic approach to Portfolio sales opportunities include ways to

managing a group of sales opportunities, increase revenue and diversify. According to
products, or projects within an organization. By Jobber and Lancaster's "Selling & Sales
categorizing and prioritizing various elements Management," these opportunities include
within the portfolio, it aims to optimize resource product expansion, market-entry, and risk
allocation, risk management, and revenue mitigation. Sabeco's introduction of craft beer
generation (Jobber & Lancaster, 2019). This exemplifies strategic portfolio diversification for
section delves into portfolio management's core long-term market relevance and revenue
purpose, elucidating its role in aligning business maximization.
goals, improving decision-making, and fostering
adaptability in a volatile market landscape. 3.2. Application of the Ansoff Matrix
Model
2.2. Benefits of portfolio management

Organizations benefit from effective portfolio Ansoff Matrix, a strategic tool, provides a
management in a variety of ways. It enables framework for organizations to explore growth
informed decision-making, reduces resource strategies. This section explains the Ansoff
waste, and increases revenue streams by Matrix's significance and application within the
providing a structured framework for evaluating Sabeco context, based on theoretical foundations
and managing diverse opportunities (Jobber & from Jobber and Lancaster's "Selling & Sales
Lancaster, 2019). Furthermore, diversification Management."
reduces risk, promotes innovation by
Jobber and Lancaster emphasize four strategic
encouraging the exploration of new market
directions in the matrix: market penetration,
segments, and improves strategic agility to
market development, product development, and
respond quickly to market shifts (Jobber &
diversification. Market penetration focuses on
increasing sales in existing markets by
capitalizing on familiarity. Market development
entails expanding customer reach by entering
new markets or segments. Product development
entails improving existing products or
introducing new variants to meet changing
Figure 2: Multiple-criteria weighted ranking
consumer preferences. Diversification is the (coursebook)
process of venturing into new, unrelated domains (Jobber & Lancaster, 2019).

in order to reduce risk.

The Ansoff Matrix aids decision-making in the

case of Sabeco's craft beer. Sabeco can use
innovative marketing to penetrate current
markets, develop new markets where craft beer is
gaining traction, diversify into beer-related
experiences, or enrich the craft beer line with Figure 3: Multi-Criteria Scoring model
(course book)
diverse flavors (product development) (Sabeco,
2023). (Jobber & Lancaster, 2019).

This section delves into the use of analytical

Overall, the Ansoff Matrix becomes an
techniques such as weighted ranking and scoring
invaluable tool for Sabeco to strategically
in portfolio management. We investigate how
navigate portfolio growth, seize opportunities,
these techniques improve decision-making
and increase revenue potential by aligning with
processes using established principles from
insights from Jobber and Lancaster's book.
academic sources such as "Selling & Sales
Management" by Jobber and Lancaster. This is
4. Analytical Tools for Portfolio
also discussed in Appendix 2.
Management
4.2. Quantitative and Qualitative
4.1. Weighted Ranking and Scoring
Analyses
techniques

Quantitative Analysis: Using techniques from

"Selling & Sales Management," this investigates
cost-benefit analysis tools such as NPV, DCF,
and IRR, among others. Probability analysis

Figure 1: Single - criteria weighted

ranking (coursebook)
using decision trees and Monte Carlo simulations This section focuses on the critical aspects of
aids in risk assessment and decision making. sales forecasting and budgeting in portfolio
management, drawing on authoritative sources
such as "Selling & Sales Management" by Jobber
Qualitative Analysis: Guided by Jobber and
and Lancaster.
Lancaster, this delves into SWOT analysis,
Sales Forecasting: Using theoretical foundations
evaluating the market value and competitive
as a foundation, we delve into methods such as
impact of portfolio components. This time series analysis and causal modeling (Jobber
combination of quantitative precision and & Lancaster, 2019). SABECO can predict future
sales trajectories with greater accuracy by
qualitative insights enables SABECO to make
analyzing historical data and market trends,
comprehensive portfolio management decisions. allowing for more informed decision-making.
SABECO can navigate its portfolio management Budgeting: Using practical examples from
process more thoroughly by combining "Selling & Sales Management," we investigate
quantitative precision with qualitative insights. budgeting techniques that correspond to sales
projections (Jobber & Lancaster, 2019).
All combination of cost-benefit, probability, and SABECO can allocate resources strategically,
SWOT analyses, all influenced by "Selling & optimize expenditures, and drive efficient
Sales Management," enables SABECO to make operations by developing budgets based on
anticipated sales.
strategic decisions based on financial rationality
as well as market dynamics. Through the lens of these tried-and-true
practices, SABECO can leverage robust sales
4.3. Graphical Analytical Methods forecasting and budgeting to strengthen its
portfolio management process, fostering financial
This section delves into graphical portfolio prudence. and ensuring the alignment of
management tools, influenced by Jobber and resources with strategic goals.
Lancaster's "Selling & Sales Management."
5. Practical application
Pareto Analysis: For optimal resource
allocation, prioritize portfolio factors. 5.1. Company Analysis

Scatter Plots: Aid in pattern recognition by

visualizing variable relationships.

Gantt Charts: Use them to plan portfolio

activities with a clear timeline.

These graphical methods support SABECO's

strategic decisions by providing visual insights
and efficient planning.

4.4. Sale forecasting and Budgeting

Figure 4: Swot Analysis

Sabeco is one of Vietnam's largest beer the management system, and the effectiveness
producers (Sabeco, 2023; Pham, 2022). The of marketing activities, the company must invest
company has a strong brand, a large distribution in new technologies. Sabeco must also diversify
network, a diverse product portfolio, and its product line and focus on niche markets in
competitive prices. Sabeco, on the other hand, order to meet the needs of consumers.
has some flaws, such as high production costs, 5.2. Product analysis
an outdated management system, and
5.2.1. Detail of the proposed product
ineffective marketing activities (Sabeco, 2023).
Beer 333 Premium Bottle is the proposed
Sabeco can increase market share and revenue
product, which is a new premium beer (Sabeco,
in the coming years by capitalizing on
2023). It's a bottled beer with a distinctive amber
opportunities such as economic growth, brown hue and a silver label (Sabeco, 2023). The
expanding export markets, and developing new beer is made with Hallertau hops from Germany
products. However, the company must also deal and a centuries-old French recipe. It is also
with challenges such as increased competition brewed by knowledgeable Vietnamese brewers
from domestic and international rivals, changing (Ha, 2021).
consumer tastes, and government regulations The beer contains 5.3% alcohol and is suitable
governing the beer business. for a wide range of tastes (Sabeco, 2023). It is
also reasonably priced, making it accessible to
Vietnamese consumers.

5.2.2. Strategic allignment

In several ways, the proposed product is

consistent with SABECO's strategic goals. First
and foremost, it is a premium beer, which aligns
with SABECO's goal of becoming a premium

Figure 5: The market share of VietNam Beer beer company (Sabeco, 2023). Second, the beer
Industry 2021 is made with high-quality ingredients, reflecting
(Statista, 2021). SABECO's dedication to quality (Sabeco, 2023).

Sabeco must continue to leverage its strengths, Third, the beer is reasonably priced, making it

overcome its weaknesses, seize opportunities, more accessible to a wider range of consumers
(Sabeco, 2023).
and deal with challenges in order to grow
sustainably. To improve production efficiency,
 5.2.3. Fit with Sabeco creating new beer flavors as well as non-
alcoholic beer (Sabeco, 2023).
The proposed product is also compatible with
SABECO's operations. Because the beer is Sabeco is not pursuing a diversification strategy
brewed at SABECO's existing breweries, there is at this time. However, the company may consider
no need for significant investment in new diversifying into other beverages in the future,
facilities (Sabeco, 2023). Furthermore, the beer is such as soft drinks or bottled water (Sabeco,
distributed via SABECO's existing distribution 2023).
network, ensuring that it is available to 5.2.5. Comparing of existing products
consumers throughout Vietnam (Sabeco, 2023).
In several ways, the proposed product differs
5.2.4. Apply Ansoff model from SABECO's existing products. For starters, it
is a premium beer, whereas the rest of
SABECO's beers are mass-market beers. Second,
the proposed product uses high-quality
ingredients, whereas SABECO's other beers use
lower-quality ingredients (Sabeco, 2023). Third,
the proposed beer is more expensive than
SABECO's other beers.

The proposed product is expected to appeal to a

Figure 6: Sabeco Ansoff Matrix. different market segment than SABECO's current
Sabeco is currently focusing on selling its offerings. The proposed product is expected to
existing products in existing markets (Statista, appeal to consumers seeking a premium beer
2021). This includes expanding its distribution made from high-quality ingredients.
network in order to reach more consumers and 5.3. Sale forecasting & Budgeting
increasing marketing efforts in order to promote
In "Selling & Sales Management," we look at
its products.
sales forecasting techniques such as time series
Market expansion: Sabeco is also entering new analysis. Budgeting techniques that correspond to
markets, such as the export market (VIR, 2019). sales projections are investigated, allowing
This includes exporting its products to Southeast SABECO to optimize resource allocation and
Asian, European, and American markets. strategic decision-making for effective portfolio

Sabeco is also developing new products in order management. This section contains a detailed

to meet the needs of its customers. This includes analysis in appendix 2.

6. Conclusion
This assignment focused on Sabeco's sales
portfolio management. It focused on strategic
processes such as innovative strategies,
theoretical frameworks such as the Ansoff
Matrix, analytical tools such as cost-benefit
and SWOT analysis, and sales forecasting.
These insights enable Sabeco to increase
revenue, competitiveness, and strategic
prowess, which aligns with the unit's learning
outcomes and fosters growth in the volatile
beverage industry.
References
1. Celina Pham, 2022. Why SEA Craft Beer Brewers are Choosing Vietnam. [Online]
Available at: https://www.vietnam-briefing.com/news/vietnams-craft-beer-industry-2022.html/
[Accessed 23 August 2023].

2. GlobalData, 2022. Vietnam Beer and Cider Market Overview by Category, Segment and Price Dynamics,
Company, Brand, Distribution and Packaging Insights and Case Studies. [Online]
Available at: https://www.globaldata.com/store/report/vietnam-beer-and-cider-market-analysis/
#:~:text=The%20Vietnam%20beer%20and%20cider,levels%20during%20the%20forecast%20period.
[Accessed 22 August 2023].

3. Ha, N., 2021. SABECO invests in human capital to remain leading homegrown brewer. [Online]
Available at: https://vir.com.vn/sabeco-invests-in-human-capital-to-remain-leading-homegrown-brewer-
83429.html
[Accessed 18 August 2023].

4. Jobber, D. & Lancaster, G., 2019. Selling and Sales Management. 8th ed. England: Prentice Hall.

5. Kallenberger, M., 2020. E-Commerce And Beer: How High Is Up?. [Online]
Available at: https://firstkey.com/e-commerce-and-beer-how-high-is-up/
[Accessed 22 August 2023].

6. Kellershohn, J. & Russell, I., 2018. Advances in Technology and New Product Development in the Beer,
Wine, and Spirit Industry. nnovations in technologies for Fermented food and Beverage industries, 1(1), pp.
89-104.

7. Nguyen, M. N., 2023. Beer industry in Vietnam - statistics & facts. [Online]
Available at: https://www.statista.com/topics/6230/beer-in-vietnam/#topicOverview
[Accessed 22 August 2023].

8. Pham, C., 2022. Why SEA Craft Beer Brewers are Choosing Vietnam. [Online]
Available at: https://www.vietnam-briefing.com/news/vietnams-craft-beer-industry-2022.html/
#:~:text=An%20overview%20of%20Vietnam%27s%20beer,ASEAN%20region%20for%20beer
%20consumption.
[Accessed 16 August 2023].

9. Sabeco, 2023. Sabeco. [Online]

Available at: https://www.sabeco.com.vn
[Accessed 10 August 2023].

10. Sabeco, 2023. Sabeco annual report. [Online]

Available at: https://www.sabeco.com.vn/co-dong/bao-cao-thuong-nien/2022-8
[Accessed 8 August 2023].
11. Statista, 2021. Leading beer brewers based on market share in Vietnam in 2021. [Online]
Available at: https://www.statista.com/statistics/1275810/vietnam-leading-beer-manufacturers-based-on-
market-share/
[Accessed 18 August 2023].

12. Thu, N., 2023. Brand development and more on agenda for SABECO. [Online]
Available at: https://vir.com.vn/brand-development-and-more-on-agenda-for-sabeco-101408.html
[Accessed 20 August 2023].

13. Thuy, C., 2020. Sabeco, Habeco “bốc hơi” tiền tỷ sau Nghị định 100, vì sao?. [Online]
Available at: https://vov.vn/kinh-te/sabeco-habeco-boc-hoi-tien-ty-sau-nghi-dinh-100-vi-sao-998614.vov
[Accessed 8 August 2023].

14. VIR, 2019. Viet Nam Investment Review. [Online]

Available at: https://vir.com.vn/sabeco-transformation-a-strategy-combining-global-and-local-expertise-
70364.html
[Accessed 15 August 2023].

15. VIRAC, 2023. Beer industry overview at the beginning of 2023 – Challenges and opportunities for recovery
in the second half of the year. [Online]
Available at: https://viracresearch.com/overview-challenges-of-vietnams-beer-industry/
[Accessed 23 August 2023].
7. Appendix In 2022, Sabeco's product mix improved as
well, with a greater proportion of premium
Appendix 1:
and mass-market brands. This helped to boost
Sabeco's sales have been steadily increasing the company's gross margin (Thu, 2023).
in recent years, according to the historical
In terms of profitability, Sabeco's net profit
sales data you provided. The company's
rose 40% year on year to 5.5 trillion VND
revenue increased by 33% year on year to
(Sabeco, 2023). The company's strong
34.979 trillion VND in 2022 (Sabeco, 2023).
revenue growth and improved gross margins
Several factors contributed to this expansion,
contributed to this.
including: The Vietnamese economy is
reviving, On-premise consumption is Here are some key findings from historical

making a comeback, and Sabeco's brand sales data:

health and awareness are improving (Thu, Sabeco is a market leader in the Vietnamese
2023). beer industry.

In recent years, the company's sales have

been steadily increasing.

Sabeco's product mix is becoming more

diverse, with a greater proportion of premium
and mass-market brands.

With strong revenue growth and improved

gross margins, the company's profitability is
improving.

Appendix 2:

Sale forecasting

VietNam Beer Market trend:

The Vietnamese beer industry is experiencing

rapid growth, with its market size estimated
at $5.5 billion in 2022 and an anticipated
Figure 7: Sabeco sale increase
Compound Annual Growth Rate (CAGR) of
(Sabeco, 2023)
7.5% from 2023 to 2027 (GlobalData, 2022).
Several factors contribute to this expansion:
Firstly, the burgeoning middle class is consumer preferences for unique and
boosting disposable income, enabling flavorful beers are posing hurdles for
consumers to indulge in luxury items like breweries to adapt swiftly (GlobalData,
beer (GlobalData, 2022). Urbanization further 2022).
shapes consumer preferences, as urban areas Nonetheless, beer producers are responding
witness higher beer consumption rates proactively. They're investing in new
compared to rural locales (GlobalData, 2022). technologies and product development to
Additionally, Vietnam's tourism boom is address changing consumer demands and to
bolstering beer sales, with tourists navigate the competitive landscape
contributing significantly to the market (Kellershohn & Russell, 2018). In essence,
(Nguyen, 2023). while the Vietnamese beer market is poised
Craft beer is emerging as a popular choice, for continued growth, industry players are
appealing to consumers seeking unique and actively strategizing to mitigate challenges
premium products (Pham, 2022). This aligns and capitalize on emerging opportunities
with the growth of the premium beer (GlobalData, 2022).
segment, driven by a rising demand for Economic factors that could impact beer
higher-quality brews. Health consciousness is sales:
also driving the non-alcoholic beer segment's
Several external factors can influence sales
rapid growth, as consumers opt for healthier
and market dynamics in the Vietnamese beer
alternatives (GlobalData, 2022).
market. Inflation, defined as rising prices, can
E-commerce's rising significance is reduce consumers' disposable income for
transforming the beer market, as consumers non-essential purchases such as beer,
increasingly opt to buy beers online, potentially resulting in lower sales (VIRAC,
reshaping distribution channels and purchase 2023). Similarly, unemployment affects
habits (Kallenberger, 2020). consumer spending power, which in turn
While these trends bode well for the future of affects beer sales.
the Vietnamese beer market, challenges Higher interest rates increase borrowing costs
persist. The escalating cost of raw materials, for businesses, limiting their ability to invest
including malt and hops, is squeezing profit in new products and technologies. This
margins (GlobalData, 2022). Intensifying constraint can stifle growth by impeding
competition poses another challenge, with expansion and innovation.
new entrants vying for market share against
established players. Moreover, changing
Exchange rates also contribute to market Moving Average = (Q1 2022 + Q2 2022 +
volatility. A weaker Vietnamese dong in Q3 2022 + Q4 2022) / 4 Moving Average =
relation to the US dollar raises import costs (Q1 2023 + Q2 2023 + Q3 2023) / 3
for foreign beers, potentially reducing Estimate Growth Rate: Determine the rate of
demand due to higher prices. growth between 2022 and 2023.
Another critical factor is government (Moving Average for 2023 - Moving
regulations. Advertising restrictions can limit Average for 2022) / (Moving Average for
beer companies' ability to reach out to 2022) * 100.
specific audiences, hampering sales efforts.
To forecast future sales, use the growth rate:
Price controls can create competitive
challenges within an industry, influencing Forecasted 2024 Sales = Moving Average
market dynamics (Thuy, 2020). 2023 * (1 + Growth Rate / 100)

In summary, external forces ranging from Forecasted 2025 Sales = Forecasted 2024
economic indicators such as inflation and Sales * (1 + Growth Rate / 100)
unemployment to interest rates, exchange Given:
rates, and government regulations all interact
2022 Moving Average = 30 trillion VND
to influence the trajectory of the Vietnamese
beer market and necessitate strategic 2023 Moving Average = 35 trillion VND

consideration by industry stakeholders. Growth Rate = ((35 - 30) / 30) * 100 =

16.67%
Sale force moving average model:
Calculations:
I will use the historical sales data provided
for the years 2022 and 2023 to build a Sales forecast for 2024 = 35 trillion VND *

moving average sales forecasting model for (1 + 16.67% / 100) = 40.84 trillion VND

Sabeco from 2022 to 2025. Because we lack Sales forecast for 2025 = 40.84 trillion VND
data beyond 2023, the forecast for 2024 and * (1 + 16.67% / 100) = 47.67 trillion VND
2025 will be based on the assumption of
consistent growth using a moving average
approach.

Here's how to build the moving average

model:

Determine the moving averages for 2022 and Figure 8: Sabeco Saleforecasting Average
model
2023:
Sabeco new product Sale Budgeting: compliance ensures that regulations in various

The budget for launching the new product "Beer countries are followed.

333 Premium Bottle" in the international market Selling Expenses Budget ($300,000 USD): This
is a strategic decision based on a number of budget ensures that the sales team has the
factors and considerations. Here's an explanation resources necessary to effectively promote and
of why each budget category is included: sell the product. Salaries, commissions, and

Product Development (30,000 USD): Investing expenses are allotted to sales personnel to assist

in product development ensures that the new beer them in developing relationships with potential

meets high-quality standards, aligns with the buyers and clients.

premium positioning, and offers a unique and Budget for Advertising (400,000 USD):
appealing taste profile that meets international Investing in advertising allows for the
market expectations. development of effective campaigns across

Marketing and Promotion (800,000 USD): A multiple channels, including above-the-line and

strong brand presence is critical for the success of below-the-line promotions. This strategy

a new product. Funding for branding, advertising, increases brand exposure and engagement,

social media, and events will raise awareness, entices potential customers to try the new

generate interest, and communicate the value product.

proposition of the product to the target audience. Administrative Budget (200,000 USD):

Distribution and Logistics (500,000 USD): Administrative functions are critical to the

Effective distribution is critical for making the successful launch of the international market.

product available to customers in multiple Marketing research, sales administration, and

regions. Shipping and import costs, as well as support staff are all funded to ensure efficient

warehousing and distribution partnerships, ensure operations and a responsive approach to customer

that the product is available and delivered on needs.

time to various markets. Overall, the budget is intended to support the

Administrative expenses (200,000 USD): These successful launch of "Beer 333 Premium Bottle"

expenses cover necessary functions such as into the international market. From product

market research, legal compliance, and staffing. development and branding to distribution and

Market research aids in understanding customer engagement, each category addresses

international consumer preferences and adapting specific needs and challenges. The funds

the product accordingly, whereas legal allocated are an investment in establishing a

strong market presence and increasing sales.
 Administrative Budget 200,000

- Marketing Research 50,000

- Sales Administration 100,000

- Support Staff 50,000

Total Budget 2,800,000

Figure 9: Table of Sabeco new product Sale

Budgeting

Category Amount (USD)

Quarter Year Sales Price Total Sale Total
Units per Gross Discount Net
Product Development 300,000
Unit Sales & Sales
Allowance
- Ingredients 100,000
Q1 2024 10,000 $2.00 $20,000 $800 $19,200
- Packaging Design 50,000
Q2 2024 12,000 $2.00 $24,000 $960 $23,040
- Testing & Quality Assurance 50,000
Q3 2024 15,000 $2.00 $30,000 $1,200 $28,800
- Research & Development 100,000
Q4 2024 18,000 $2.00 $36,000 $1,440 $34,560
Marketing & Promotion 800,000
Q1 2025 20,000 $2.00 $40,000 $1,600 $38,400
- Branding & Positioning 200,000
Q2 2025 22,000 $2.00 $44,000 $1,760 $42,240
- Advertising & Campaigns 300,000
Q3 2025 25,000 $2.00 $50,000 $2,000 $48,000
- Social Media & Online Marketing 100,000
Q4 2025 28,000 $2.00 $56,000 $2,240 $53,760
- Trade Shows & Events 200,000

Distribution & Logistics 500,000

Figure 10: Table of sales budget of Sabeco new

- Shipping & Import Costs 300,000

product for 2 year 2024 -2025

- Warehousing & Storage 100,000 The table shows the quarterly sales performance
- Distribution Partnerships 100,000 of "Beer 333 Premium Bottle" over a two-year
Administrative Costs 200,000 period, from 2024 to 2025. This data can be
- International Market Research 50,000 analyzed to gain valuable insights into the
- Legal & Regulatory Compliance 50,000 product's sales trends, gross and net revenue, and
- Staffing & Salaries 100,000 potential areas for optimization.
Selling Expenses Budget 300,000
Trends in Sales Units:
- Sales Personnel Salaries 150,000

- Sales Commissions 50,000

Over a two-year period, "Beer 333 Premium

- Sales Expenses & Training 100,000

Bottle" sales units show a consistent growth

Advertising Budget 400,000

pattern. The product's sales units increase from

- Above-the-Line Promotion 200,000

quarter to quarter, indicating a positive reception

- Below-the-Line Promotion 200,000

in the international market. This upward trend
indicates that consumer demand for the product product's performance is strong, as it consistently
is increasing, which could be due to factors such generates higher revenue over time.
as effective marketing strategies, product quality, Potential and Opportunities in the Market:
and positive customer experiences.
The consistent increase in sales units, gross sales,
Cost per unit: and net sales suggests that "Beer 333 Premium
"Beer 333 Premium Bottle" costs $2.00 per unit. Bottle" has the potential to capture a larger share
This price point reflects the product's perceived of the global beer market. The positive market
value in the market and is an important response in terms of sales growth indicates that
determinant of the product's revenue potential. A the product is well received and meets the
competitive price per unit can attract customers preferences or needs of consumers.
and increase sales volumes, whereas an Finally, the provided sales data demonstrates
excessively high price may deter potential "Beer 333 Premium Bottle"'s strong performance
buyers. in the international market. The rising number of
Gross sales plus discounts: sales units, combined with well-managed
discounts and allowances, contributes to an
Total gross sales are the total revenue generated
expanding revenue stream. To maximize the
from the sale of "Beer 333 Premium Bottle"
product's success and market potential, the
before any discounts or allowances are applied.
analysis emphasizes the importance of
According to the table, as sales units increase
maintaining a balance between price, sales
each quarter, so do total gross sales. This is to be
volume, and profitability. Market research,
expected in a scenario of rising demand. The
consumer feedback, and marketing efforts will be
total gross sales are reduced by sale discounts
maintained.
and allowances.

Net Sales Total:

Total net sales are the final revenue figures after

sales discounts and allowances are deducted. It is
the actual amount earned by the company from
product sales (Jobber & Lancaster, 2019). The
net sales figure demonstrates the financial impact
of the sales strategy, including any discounts or
allowances granted to customers (Jobber &
Lancaster, 2019). The trend of increasing total
net sales in this analysis indicates that the