Title [TNLD 2024] ĐỀ BÀI VÒNG GIẢI ĐỀ I - SALES FUNCTION.pdf ✅

L E A D E R S H I F T
R O U N D I SALES FUNCTION “Unleash Your Sales Acumen to Conquer the Digital Marketplace!” Disclaimer: This is a hypothetical case, not based on real events, designed to evaluate candidates within the framework of the “Tài Năng Lãnh Đạo 2024” competition. Candidates are required not to disclose the assignment in any form.
BEER INDUSTRY & E-COMMERCE TRENDS The global beer market was valued at approximately $623 billion in 2023 and is projected to reach $792 billion by 2035, growing at a CAGR of 2.1% from 2024 to 2035. This growth is driven by increasing consumer demand for premium and craft beers, as well as the expansion of beer markets in emerging economies (Allied Market Research, 2024).
E-COMMERCE GROWTH The E-commerce channel for beer has been growing rapidly, with an annual growth rate of 12% over the past five years. This growth is attributed to the convenience of online shopping, a wider variety of products available, and the ability to reach a broader audience. CONSUMER BEHAVIOR Consumers are increasingly turning to online platforms to purchase beer due to several factors. Online shopping allows consumers to purchase beer from the comfort of their homes. CONVENIENCE Online platforms provide opportunities for consumers to discover new brands and flavors through recommendations and reviews. DISCOVERY E-commerce platforms offer a wider range of beer options, including craft and imported beers that may not be available in local stores. VARIETY