| Abstract | Bayer is a global, enterprise which major in agrochemical and other fields. Annually, the loss of sales due to counterfeit products is around 900 million USD, representing 10 percent of the total turnover. Similar to the challenge that Bayer faces worldwide, in Vietnam, Bayer has faced with some counterfeit issues. Beside loss in sales, illegal pesticides also lead to the damage of brand image. The ability to fight counterfeit products would create value and competitiveness in the market for Bayer.
While Bayer had some anti-counterfeit plans and toolkits for the global level, the effective implementation of these toolkits is still missing, especially at the local level. The key factors for successful anti-counterfeit plan implementation are customers, technology capability and the involvement of all departments. Consequently, the main objectives of this research are: Studying the current awareness and the habit of farmers in purchasing agrochemical; considering the anti-counterfeit technologies available and choosing the most suitable for Bayer Vietnam; and finally, identifying the most effective solution for Bayer Vietnam. This study conducts a survey to collect the feedback from, and viewpoint of customers, as well as interviews with salesforces and experts to understand the counterfeit market and how to solve the problem. Base on the result, we can establish an effective strategy from technical solution, organizational solution and behavioral solution. |