| Author | Ha Ngoc Linh |
| Call Number | AIT Thesis no. SM-95-1 |
| Subject(s) | Marketing channels--Vietnam
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| Note | A Thesis Study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration. |
| Publisher | Asian Institute of Technology |
| Series Statement | Thesis ; no. SM-95-1 |
| Abstract | The arena for competition in a market-free system is the marketing channel. Marketers from western companies are having difficulty in tapping the Vietnam market of consumer products due to lack of a national distribution and logistics system. The published literature relating to the wholesales and retail industry in Vietnam is very scarce. This study is-an attempt to fill the gap and alleviate the problem. Laundry and personal care products were chosen as the subject for this study. The author used benchmarking approach to achieve an optimum distribution and logistics system for Vietnam with learning from the best practices in Thailand and the Philippines. Procter & Gamble, Unilever, and Colgate-Palmolive are the cases to study. The conclusion of the study is that distributorship is the most appropriate and applicable practice for the Vietnam market. Since distributor acts like a secondary sales and logistics organization, the network of distributors enables the producer to achieve wide and deep market coverage with lowest risk and operation cost. Implementation of the distribution system is recommended to have two phases. The start-up phase is aimed at testing the operation and identifying the high capability distributors in major cities and towns. In the expanding phase the company improves the effectiveness of the organization and develops its network nationwide to reach consumers in remote and rural areas . The key for success is how to ensure the win-win cooperation between the producer, its distributors, and other channel members. |
| Year | 1995 |
| Corresponding Series Added Entry | Asian Institute of Technology. Thesis ; no. SM-95-1 |
| Type | Thesis |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration in Management of Technology (Publication code = SM) |
| Chairperson(s) | Johri, Lalit M. |
| Examination Committee(s) | Hertzberg, Ellen;Khang, Do Ba |
| Scholarship Donor(s) | The government of France |
| Degree | Thesis (M. B. A.) - Asian Institute of Technology, 1995 |