VIETNAM NATIONAL UNIVERSITY, HANOI SCHOOL OF BUSINESS
DEVELOPING DISTRIBUTION CHANNELS FOR VIET TINH ANH JOINT STOCK COMPANY TO BOOST THE SALES OF THE IMPORTED LEGO TOYS
Major: Business Administration Code: 60 34 05
MASTER OF BUSINESS ADMINISTRATION THESIS
Supervisor: Dr. Nguyen Thi Phi Nga
TABLE OF CONTENTS
ACKNOWLEDGEMENT i
ABSTRACT ii
TÓM TẮT iv
TABLE OF CONTENTS vi
LIST OF ABBREVIATIONS ix
LIST OF TABLES, FIGURES AND PICTURES x
INTRODUCTION 1
1. Significance of the Topic 1
2. Literature Review 1
3. Objectives of the Thesis 3
4. Scope of the Thesis 4
5. Research questions 4
6. Research Methodology 4
7. Expected Results 4
8. Structure of the Study 5
CHAPTER 1: GENERAL THEORETICAL BACKGROUND 6
1.1. Definition of distribution channels and their functions 6
1.1.1. Definition of distribution channels 6
1.1.2. Functions of Distribution Channels 17
1.2. Operating Distribution Channels 19
1.2.1. Definition of operating distribution channels 19
1.2.2. Basic elements of a distribution channel 20
vi
1.2.3. Step of distribution channel‘s management 23
1.2.6. Select distribution approach 27
1.3. Managing distribution channels 28
1.3.1. Definition of managing distribution channels 28
1.3.2. Management in distribution‘s workflows 30
1.3.3. Distribution channels‘ conflicts management 31
CHAPTER 2: THE CURRENT SITUATION OF IMPORTED – LEGO – TOY DISTRIBUTION CHANNELS AT VIET TINH ANH JSC 35
2.1. An overview about Viet Tinh Anh JSC and the distribution channels for imported LEGO toys 35
2.1.1. An overview about the company 35
2.2. The current situation of imported LEGO toy distribution channel 42
2.2.1. Designing distribution channel 42
2.2.2. Managing distribution channel 53
2.3. Assessing the effectiveness of the imported LEGO toy distribution channel 57
2.3.1. The effectiveness of the whole channel 57
2.3.2. The effectiveness of each member in the channel 58
2.4.1. Objective factors 59
2.4.2. Subjective factors 62
CHAPTER 3: SOLUTIONS TO DEVELOP DISTRIBUTION CHANNELS FOR VIET TINH ANH JSC TO BOOST THE SALES OF THE IMPORTED LEGO TOYS 64
3.1. Business objective and business strategies of Viet Tinh Anh JSC in the coming years 64
3.1.1. Business objectives and business strategies of the company 64
3.2. Suggestions to develop distribution channels for Viet Tinh Anh Joint Stock Company 66
3.2.1. Strategic solutions 66
3.2.2. Specific solutions 69
CONCLUSION 74
REFERENCES 76
APPENDIX 78
LIST OF TABLES, FIGURES AND PICTURES
TABLE NOTE
Table 2.1 Revenue in the last 6 months 2007-8
Table 2.2 Revenue in the first 6 months 2008-9
Table 2.3 Revenue of direct sales in 2009 and expectation in 2010
Table 2.5 Sales on intermediaries
Table 2.6 Increase of revenue of retailers and consignments, 2009-10
Table 2.7 Number of intermediaries 2007-09
Table 2.8 Indicator to assess performance of retailer and consignment of Viet Tinh Anh JSC in 2009
Table 2.9 Level of education of human resource in Viet Tinh Anh
Table 3.1 Current and expected number of retailers and consignments of Viet Tinh Anh JSC
FIGURE NOTE
Figure 1.1 Ideal types of distribution channels
Figure 1.2 Distribution channel structures
Figure 1.4 An example of distribution channel for mobile telecommunications service
Figure 1.5 A Conventional Marketing Channel Versus A Vertical Marketing System
Figure 2.1 Model of distribution channels of Viet Tinh Anh JSC
PICTURE NOTE
Picture 2.1 Core value of Viet Tinh Anh JSC
Picture 2.2 Process of providing LEGO toys
Picture 2.3 Children playing LEGO in Smart Garden, Hanoi
Picture 2.4 LEGO Golden Day
Picture 2.5 Fashion Contest for Barbie Doll promoted by Phuong Nga
Picture 3.1 Advertisement of LEGO Club in Viet Nam
Picture 3.2 Management team of Viet Tinh Anh JSC
INTRODUCTION
1. Significance of the Topic
Besides, the managing the distribution channels also plays an important role in the success of the company. However, the job of managing the distribution channels have not received proper attention of the many company‘s owners. However, to make the company grow and compete successfully with other distributors in the toy market, the company needs to improve the quality of the existing channels and discover new ones. Thus, after an internship in Viet Tinh Anh Joint Stock Company and see the urgent needs of the company to improve the turnover and fame, I would like to write a Thesis on the topic of ―Developing distribution channels for Viet Tinh Anh Joint Stock Company to boost the sales of the imported LEGO toys‖.
2. Literature Review
In the world history, there have been quite a few books, researches, articles, etc. relating to marketing, especially, distribution channels. Known as the father of modern marketing, Phillip Kotler has conducted a numerous works on marketing such as Principles of Marketing (13th edition, Jan 7, 2009). On the website http://www.articlesnatch.com, many articles on distribution channels have referred to many case studies on distribution strategies of big corporations in the world. Office Products, Consumer Food & Beverage Products, Individual Life Insurance, Lamps, Table Linens, Home Textiles, Wall Décor, Fashion- Licensed Merchandise, and Over-the-Counter Drugs, among others. Other briefly discussed and statistically illustrated regional markets include France, Italy. In Vietnam, there have been also many researches on marketing as well as distribution channels.
3. Objectives of the Thesis
The Thesis applies academic theories about distribution channels and significant characteristics of toy market to analyse the situation of Viet Tinh Anh JSC in managing its current distribution channels. Basing on the analysis of the strong points and weak points of the existing channels, a comprehensive set of solutions will be suggested to improve the distribution channels of the company in the coming time.
4. Scope of the Thesis
The Thesis studies the operation of distribution channels of Viet Tinh Anh JSC in the past two years and the next three coming years, regarding the other competitors in the toy market and the current business setting of Vietnam. Viet Tinh Anh JSC for LEGO toys in the recent years with the limited area of the Northern provinces (mainly in Hanoi and Hai Phong).
5. Research questions
– What is distribution channel and its role in marketing?
– How to improve Viet Tinh Anh’s distribution channel to increase its profit?
6. Research Methodology
To reach the above objectives, the current thesis use the traditional research methodology which starting with the background of channel distribution and then the situation of the distribution of Viet Tinh Anh case to find the application lessons for the company to improve the effectiveness of this action in the future. Most of the analysed documents in this curent reseach were collected through the secondary data
7. Expected Results
– Giving an overview of the main characteristics of high-end toy market in big cities in Vietnam.
– Finding out strong points and weak points of the operating and managing the LEGO toy distribution channels of Viet Tinh Anh JSC.
– Suggesting solutions to improve the distribution channels for Viet Tinh Anh SJC to boost the sales of the imported LEGO toys.
8. Structure of the Study INTRODUCTION
CHAPTER 1: GENERAL THEORETICAL BACKGROUND CHAPTER 2: THE CURRENT SITUATION OF IMPORTED
LEGO TOY DISTRIBUTION CHANNELS AT VIET TINH ANH JSC CHAPTER 3: SOLUTIONS TO DEVELOP DISTRIBUTION
CHANNELS FOR VIET TINH ANH JSC TO BOOST THE SALES OF THE IMPORTED LEGO TOYS
CONCLUSION
TRUNG TÂM LUẬN VĂN MBA-VIP VIẾT THUÊ LUẬN VĂN THẠC SĨ & TIẾN SĨ CHẤT LƯỢNG CAO.
Để biết nội dung toàn bộ bài viết xin bạn liên hệ với chung tôi:
- Hotline: 0926.708.666
- Zalo: 0926.708.666.
Email:Lamthueluanvan2014@gmail.com
