Declaring customers to be No. 1 and ‘saying no’ to the sales race but ‘Super cheap phones’ are going against the philosophy of Mr. Nguyen Duc Tai?

Tram Ho

Customer philosophy is number 1

Starting point from a company specializing in telephone business with 3 small stores, 16 years later The Mobile World became the largest enterprise in the industry with revenue of nearly 88,000 billion in 2018. Mobile world is also One of the 50 largest public companies in Asia voted by Forbes.

In order to achieve this success, in addition to the role of the founders, the leaders of the vision, the equally important part is the system of personnel operating the apparatus.

“I give priority to every action or direction in this company: Customer is the No. 1 position, employees are No. 2, those who spend $ 1 billion in stock investment are positions. No. 3 “ , Mr. Nguyen Duc Tai – president of Mobile World once shared a long time ago.

Customer philosophy is No. 1 that has been consistently affirmed by the Mobile World President for 16 years. In June in a seminar, Mr. Tai also emphasized the satisfaction of other customers with the money that customers bring. He said that many service makers said “I am willing to serve you” but when they say they really look at the customer pocket, not look at the customers’ face whether they are satisfied or not.

Từng tuyên bố khách hàng là số 1 và nói không với chạy đua doanh số nhưng Điện thoại siêu rẻ lại đang đi ngược hoàn toàn triết lý của ông Nguyễn Đức Tài? - Ảnh 1.

“You tell someone that you don’t look at people, look at their pockets to see if it’s thick or thin, and I cheated on getting more or less money in that bag? Whoever does business in the service also says Customer is No. 1, but will the staff consider customer satisfaction to be number 1 or money from new customers to be No. 1? “ Mr. Tai put a question mark.

The businessman said things that the World of Mobility is doing seem to be mischievous with books, as opposed to things running out there. To promote employees, people look at sales, while Mobile World looks at customer satisfaction.

“You sell a lot but your customers are not satisfied, we remind you, you don’t change, we have to thank you, because you must be in a different lineup – the team is” slashing “, not fairplay – then let’s go to any team You need that, a lot of teams like that need you out there, so in the future you will be bright, because you create sales, places that lack sales will welcome you, and maybe next year to higher levels, “Tai said.

Focusing on customers is one of the 5 core values ​​of the Mobile World in addition to other values ​​such as: Commitment and accept responsibility, Love and support teammates, Fire Blood in work, Trung Real money and relationships.

The dilemma of “Super cheap phones”?

Recent information shows that on August 8, Mobile World Investment Corporation (MWG) will launch a new brand: Super Cheap Phone, domain name is dienthoaisieure.com. The new chain of stores will follow the cost cutting strategy, hitting the residents living around the store as the main.

This will be a direct hit on small mobile phone shops both in terms of strategy and scale, in the way that Mr. Nguyen Duc Tai – Chairman of MWG recently revealed to increase revenue is ” Selling items goods have never been sold, and reach the customer group that has never approached “.

Từng tuyên bố khách hàng là số 1 và nói không với chạy đua doanh số nhưng Điện thoại siêu rẻ lại đang đi ngược hoàn toàn triết lý của ông Nguyễn Đức Tài? - Ảnh 2.

How the Super cheap Phone Store approaches customers will be different from Mobile World in the following points:

– As the name suggests, the same model but at Super Cheap Phone will cost nearly 10% cheaper than the Mobile World “brother”.

– This chain will sell only models with price range of VND 8 million or less.

– Each store will have only 2 counselors, not equipped with reception chairs, no wifi service and even no parking guard.

– Although there is a website, it is only an information introduction, not selling online, because the strategy is very clear about customers who are residents near the store.

In early 2019, President Nguyen Duc Tai once predicted that the ICT industry will grow by only 1% and he sees this modest figure “as not available”. Consumer demand seems to be saturated with high-tech products.

According to strategic master Michael E. Porter, industries that have experienced absolute decline in sales for a long time are considered recessionary sectors. Businesses in this industry need to use end-game strategies. The four commonly used strategies introduced by Michael E. Porter include: Leading Strategy, Niche Strategy, Harvest Strategy and Quick Dissolution Strategy.

Từng tuyên bố khách hàng là số 1 và nói không với chạy đua doanh số nhưng Điện thoại siêu rẻ lại đang đi ngược hoàn toàn triết lý của ông Nguyễn Đức Tài? - Ảnh 3.

Depending on the position in the industry, businesses will choose appropriate strategies. For businesses with strengths compared to other competitors on the remaining market segments such as Mobile World often choose the leading strategy. The goal of this strategy is to become a single enterprise or one of the few businesses that still exists in the industry. Once this position is achieved, the business will move into position or pursue a harvest strategy, depending on the next sales situation in the industry.

One of the steps of this tactic is to invest in implementing aggressive competitive actions on price, marketing and other aspects to increase market share and forcing other businesses to reduce their capacity quickly. Looking at the initial step of the chain Super cheap phones also have similarities with the above.

In terms of business strategy, this is considered a bold move of Mobile World, but it is also accompanied by risks when it is no longer necessary to set the principle of customers to the core as before . Whether customers are capitalized with a dedicated service in the Mobile World is familiar with new culture without protection, cannot exchange products at the chain of Super cheap phones is a question that needs time to answer.

 

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Source : Theo Trí Thức Trẻ