(LUẬN văn THẠC sĩ) nghiên cứu về quản trị hệ thống kênh phân phối tại công ty trách nhiệm hữu hạn một thành viên thương mại và xuất nhập khẩu viettel

ĐẠI HỌC QUỐC GIA HÀ NỘI KHOA QUẢN TRỊ VÀ KINH DOANH - ĐẶNG HỒNG TRIỀU A STUDY OF DISTRIBUTION CHANNEL SYSTEM MANAGEMENT AT VIETTEL IMPORT AND EXPORT COMPANY LIMITED NGHIÊN CỨU VỀ QUẢN TRỊ HỆ THỐNG KÊNH PHÂN PHỐI TẠI CÔNG TY TRÁCH NHIỆM HỮU HẠN MỘT THÀNH VIÊN THƯƠNG MẠI VÀ XUẤT NHẬP KHẨU VIETTEL LUẬN VĂN THẠC SĨ QUẢN TRỊ KINH DOANH HÀ NỘI - 2019 TIEU LUAN MOI download : skknchat@gmail.com ĐẠI HỌC QUỐC GIA HÀ NỘI KHOA QUẢN TRỊ VÀ KINH DOANH - ĐẶNG HỒNG TRIỀU A STUDY OF DISTRIBUTION CHANNEL SYSTEM MANAGEMENT AT VIETTEL IMPORT AND EXPORT COMPANY LIMITED NGHIÊN CỨU VỀ QUẢN TRỊ HỆ THỐNG KÊNH PHÂN PHỐI TẠI CÔNG TY TRÁCH NHIỆM HỮU HẠN MỘT THÀNH VIÊN THƯƠNG MẠI VÀ XUẤT NHẬP KHẨU VIETTEL Chuyên ngành: Quản trị kinh doanh Mã số: 60 34 01 02 LUẬN VĂN THẠC SĨ QUẢN TRỊ KINH DOANH NGƯỜI HƯỚNG DẪN KHOA HỌC: PGS.TS NGUYỄN NGỌC THẮNG Hà Nội - 2019 TIEU LUAN MOI download : skknchat@gmail.com ACKNOWLEDGEMENT “I would like to show my great gratitude to Associate professor Nguyễn Ngọc Thắng, my tutor and who gave me profound support during the conduct of this reseach Without his greatly enthusiast guidance, I could never have completed the thesis on my own My grateful thanks are also extended to the employees working in Viettel import and export company limited (Viettelimex), especially Distribution Center, have provided to me much necessary and invaluable data and documents for the research I beloved HSB’s staff and friends supports and encouragements during our years of studying in HSB are also deeply acknowledged with unspeakable gratitude My success today could never be achieved without the presence of them” Last but not least, I would like to thank my family who has supported me with strong encouragements during my studying period Thank you./ Hanoi, November 2018 The Author TIEU LUAN MOI download : skknchat@gmail.com TABLE OF CONTENTS INTRODUCTION Rationale Literature review Objectives Research subject Scope Reseach method Structure CHAPTER 1: THEORETICAL STRUCTURE OF RESEARCH 10 1.1 Distribution channel 10 1.1.1 Conception and Role of distribution channel 10 1.1.2 Functions of the members of the distribution channel 15 1.1.3 Structure and organization of distribution channels 16 1.1.4 Selection of distribution channel 26 1.1.5 Decision on distribution of physical goods 29 1.2 Distribution channel management 33 1.2.1 Conception and Role of Distribution channel management 33 1.2.2 Selection of channel members 34 1.2.3 Encourage channel members 37 1.2.4 Evaluation of activities of channel members 39 CHAPTER 2: ANALYSIS OF VIETTELIMEX'S DISTRIBUTION CHANNEL MANAGEMENT 41 2.1 Overview of Viettel Import and Export CompanyLimited 41 2.1.1 General information about Viettel Import and Export CompanyLimited 41 2.1.2 Formation and development of Viettelimex 42 2.1.3 Main products and partners 44 2.2 Current situation of distribution channel management of Viettelimex 45 2.2.1 Situation of organizations and design of distribution channels 45 2.2.2 Comparision between the distribution channel of Viettelimex with competitors’ 50 TIEU LUAN MOI download : skknchat@gmail.com 2.2.3 Customer surveys on the distribution channel of Viettelimex 53 2.2.4 Advantages and disadvantages of distribution channel management of Viettelimex 67 CHAPTER 3: SOLUTIONS FOR IMPROVING DISTRIBUTION CHANNEL MANAGEMENT OF VIETTELIMEX 70 3.1 Solutions to select members in the channel 70 3.2 Solutions to encourage members’s activities in distribution channel 72 3.2.1 Encouraging channel members to distribute 72 3.2.2 Marketing and sales solutions to enhance distribution activity 73 3.2.3 Using technology to manage and motivate activities of distribution channel 74 3.3 Solutions to evaluate members’ activities in the channel 76 3.4 Solutions to compete with others 77 3.5 Solutions attached to study results 80 3.5.1 Research results 80 3.5.2 Solution attached to survey results 83 CONCLUSION 85 REFERENCES 86 APPENDIX 88 TIEU LUAN MOI download : skknchat@gmail.com LIST OF DIAGRAMS Diagram 1: Members of distribution channel 11 Diagram 2: Flow connecting and binding members in the distribution channel 12 Diagram 3: Intermediaries increase the efficiency of contact with customers 14 Diagram 4: Channels for personal consumption products 16 Diagram 5: Common distribution channels for industrial goods 18 Diagram 6: Traditional distribution channels 21 Diagram 7: Vertical Link Distribution System (VMS) 22 Diagram 8: Types of vertical link marketing systems 23 Diagram 9: Distribution channel management model of Viettelimex 46 Diagram 10: Organizational and operational modes 47 TIEU LUAN MOI download : skknchat@gmail.com LIST OF TABLES Table 1: Key financial targets over the years of Viettelimex 43 Table 2: Evaluation criterias of stores, supermarkets and agents 49 Table 3: Market share of Viettel Store in 2017 50 Table 4: Statistics of surveyed customers at locations 54 Table 5: Summary of collected results and deliver survey ballots 58 Table 6: Proportion of gender participating in the survey 59 Table 7: Age structure of survey participants 59 Table 8: Income structure of survey participants 60 Table 9: Percentage of information source that customers know about products and services of Viettelimex 61 Table 10: Survey results of customers' evaluations for Viettelimex's stores 61 Table 11: Survey results of some questions about customers' evaluations for Viettelimex 63 Table 12: Survey results of some questions about customers' evaluation for Viettel Store's website 65 Table 13: Survey results and evaluation of the author 80 TIEU LUAN MOI download : skknchat@gmail.com INTRODUCTION Rationale One of the major concerns relating to sales strategy of every business, demonstrating the hit or miss of the product on the market is managing distribution channels Weakness in distribution is one of the reasons for the decline of the company's competitiveness Therefore, to enhance competiveness the company has to not only provide better products and services, but also raise the ability to serve its customers whenever, whatever and however they want This can only be implemented through the distribution channel Businesses should focus their attention on the distribution channel as a basis for their competitiveness According to the Vietnam Association of Software and IT Services (VINASA), between 2003 and 2017, the industry’s revenue has increased more than 1,000 times, a growth rate which can be considered extremely great In 2017, the total turnover of IT industry is estimated at 1,723,500 billion VND, projected to increase approximately 13.15% more than that of 2016 According to the market research institute GfK, demand for technical consumer goods in Vietnam has annually grown at about 15.7% from 2011 to 2017 According to the United Nations Population Fund, Vietnam with a young population mounting towards 98 million and an average income of $ 2,500/person/year by 2020 will be the driving force for cell phone retail market Modern and well-planned retail chains entails efficient brand coverage on the markets The booming of the cell phone market between 2015 and 2017 has triggered nationwide expansion of Vietel Store, FPT shop, Mobile World, Tran Anh Store, Nguyen Kim, Green Machine , reaching even rural areas Traditional stores have been gradually replaced by modern and well-planned retail chains Concerning particularly the electronics retail chain, between five years from 2011 to 2017, the market share increased from 20% to 55% The growth rate of the market is the catalyst for the development of businesses in the industry Financial reports in the electronics - information technology retail market also show impressive results With the rapid development of the electronics retail market, Viettel import and export company limited TIEU LUAN MOI download : skknchat@gmail.com (Viettelimex) – established in 2006 as a subsidiary of Viettel Group – is one of the early entrants to the electronics retail market in Vietnam Viettelimex's Viettel Store system is a chain of retail stores providing high-tech products including: phones, laptops, tablets, miscellanous and medical devices by many brands Currently in Vietnam, apart from Viettel Store there are many different retail chains e.g FPT Shop, Mobile World, Tran Anh Store as well as small outlets across every living area, to meet the diverse needs and rapid development of technology The more the development of information technology, the more people's demand for technology products Viettelimex is one of the pioneering retailers in this market Despite its great potential, it is facing fierce competition from other chain stores of FPT Shop, Mobile World and the likes Therefore, this paper will partly contribute to the research and solutions to foundation and effective management of the distribution channel of Viettelimex, to improve competitiveness in product distribution as well as operational efficiency The topic of the paper is: “A STUDY OF DISTRIBUTION CHANNEL MANAGEMENT AT VIETTEL IMPORT AND EXPORT COMPANY LIMITED” The paper will carry out far-reaching analysis of these questions: - What is the current picture of Viettelimex distribution channel? What are the advantages and disadvantages? - What are the solutions to improving management efficiency of Viettelimex distribution channel? Literature review In order to have a comprehensive overview on the research field and the history of this subject, the literature review will be briefly and succinctly presented through a number of studies and works that the author have been aware of: Associate Professor Dinh Van Thanh conducted a scientific research at ministerial level on "Assessment of the current picture and orientation of distribution channels for some major commodities in Vietnam" in 2006 The investigation was held by Vietnam Trade Research Institute in 2006 Mr Dinh Van TIEU LUAN MOI download : skknchat@gmail.com focused on the distribution channel of some main commodities such as vegetables, meat, textiles, steel, fertilizer, cement Dr Tran Thi Diem Huong, Ph.D., Doctor of Economics (2005) "Organization of retail marketing activities of consumer goods by commercial companies in urban markets", Vietnam University of Commerce The aforementioned research by Dr Tran Thi Diem Huong focused on the organization of retail marketing activities of consumer goods by commercial companies in urban markets and proposed some solutions to improving retail marketing of consumer goods in big cities in Vietnam "Research on wholesale and retail services of a number of countries and potentials to be applied into Vietnam", conducted by the Institute of Trade Research (2007) These authors have researched and gathered experiences in developing wholesale and retail services of several countries over the world and proposed solutions that can be apply into Vietnam Nguyen Thi Phuong Tu (2013), M.A thesis, "Managing distribution channels of soy milk at Vietnam Soymilk Company (Vinasoy)”, University of Danang The research highlighted the basic concepts of distribution and distribution channel management From the study of soy milk products, the author provided readers with insights into the Vinasoy Company, its current distribution network, its strengths and weaknesses in distribution channels as well as solutions to improving distribution channel management The enhancement of the distribution channel depends on increasing brand coverage, inreasing sales promotion, price adjustment, incentives and support for sales agents in terms of HR, prices, discount, competition These studies have contributed to systemizing theories of general issues of distribution channel management in economic organizations in Vietnam However, there currently lacks research on the system of distribution channel management of Viettelimex In the face of new changes in the domestic and international economic situation, especially the 4.0 technology revolution, many issues need to be discussed not only in terms of management but also in the application of technology into management The author will broaden the horizons concerning the distribution TIEU LUAN MOI download : skknchat@gmail.com dissatisfied and the Company also lose loyal customers in the future Therefore, this is an important target assessing the attitude and enthusiasm in the work of stores for goods of the Company + The level of advertising cooperation and effectiveness of each advertisement: This criterion can not be easily assessed and it mainly reflects the sales of intermediaries.However, the company can still check by sending staffs to stores on occasions when the company has promotions to consider the level of cooperation of stores for the programs that the Company offers - The company still applies the store adjustment method is to remove weak stores and add stores with enough economic potential However, before eliminating channel members, the Company should fully apply criterias to re-evaluate channel members in a more comprehensive manner In short time, when the company cancels a store, it takes time to find new store And during that time, the company's customers in that area could change to buy competitor's products 3.4 Solutions to compete with others The electronics business is currently very active, competing with many different supply chains Despite of the fierce competition, there is still plenty of capacity for growth in consumer electronics retail It is predicted that the electronics retail industry will reach an average annual rate of 15% in the period 2018-2020 Telecommunication equipment is also a major business of Viettel Store, which is also a growth sector with: telephone retail all Vietnam market increases in the first nine months of 2018 (up 24% over the same period of 2017) thanks to the good consumption of smartphones (estimated to increase by 40% over the same period) Smartphone retail sales account for 80% of total mobile phone retail sales in the first nine months of 2018 (70% in the first nine months of 2017) The low-priced and medium- price smartphone segment (between VND to million) is a factor of growth IT products are traditional items of Viettel Store: including desktops, laptops, tablets and computer screens Tablets are the fastest-growing product in this segment Revenue from this product has compensated for the decline in sales from 77 TIEU LUAN MOI download : skknchat@gmail.com desktops and laptops in 2017 and the first nine months of 2018 This segment is expected to grow from 5% to 10% per year from 2018 to 2020 On the other hand, in the market, although Viettel Store is a large distribution system, but is subject to the fierce competition of the giants such as Mobile World, FPTshop, Tran Anh, Vien Thong A, etc, and retail stores accounting for 34% market share Electronic equipment industry is now a growing industry, set for Viettel Store great opportunities ahead but also challenging and difficulty before a market of continuous fluctuations In the current context, when Vietnam is entering into international trade agreements, this is considered as a great opportunity for general businesses in Vietnam, Viettel Store in particular and also a challenge for Viettel Store when joining in the bigger market with more competitors Viettel Store needs to pay attention to building the brandmark associated with the image of most friendly stores, supermarkets systems So, customers coming to any store, supermarket of Viettel Store always feel satisfied Thanks to that, the distribution system operates smoothly and efficiently Building the brandmark needs to be associated with the image of professional, friendly sales force and close to customers Encourage stores, supermarkets, agents by building system of attractive bonuses, emulation programs, etc to promote effectiveness of sales activities Regularly assess effectiveness of supermarkets, agents: Viettel Store needs to develop more detailed assessment criterias, marking their performance, thereby introducing penalties, reminder, cut emulation, etc In addition, Viettel Store should combine mixed promotion measures The first is advertising: pay attention to advertising on e-commerce websites, forums, social networks There are also other forms such as send advertising email for customers (database taken from Viettel), keyword optimization (SEO) on Google, keyword advertising on Google, Facebook, Twitter, etc In addition, promotions should also be strengthened regularly to ensure competition with other brands For example, promotion on October 20, 2018: From October 17 to October 30, 2018, Vietnamese women's day, Viettel Store launches special promotion: 100% smartphone to give 78 TIEU LUAN MOI download : skknchat@gmail.com gifts to million, payment by installment with interest of 0%.Especially on October 20, female customers when buying any products at Viettel Store will be installed music and game, application and maintenance free of charge Of course, the promotion of distribution channels is not easy, requires businesses to answer a series of questions, such as When will the promotion is, What is the promotion about, How is the promotion, How much turnover, etc.; How does the consumer know the promotion, What factors help increase sales, profit, etc.; Which products are suitable for each program; What promotions help promote loyalty customers for products, Which types of promotions for customers not like discounts In fact, promotion is an effective tool, but is also double-edged knife in business Promotion can stimulate sales growth, but can also make the product or price become worse Last but not least, the promotion of prices for new products (or the market leader in sales) often makes products become cheaper in eyes of customers Viettelimex should consider applying the criterion of customer's loyalty to the channel rating criterion In fact, Viettelimex has applied a number of criteria to evaluate the distribution channel, however, the distribution channel evaluation should consider the application of loyalty evaluation of customers through the number of customers return to buy products of Viettelimex (customers buy products more than one time), this is one of the criteria for evaluating the company's quality of services, because when the service is good, the return rate of new customers will be high At the same time, Viettelimex needs to take care policies to retain loyal customers At present, Viettelimex has applied the policy of sending happy birthday message to customers, but there are no gift or discount programs on the birthday of customers, etc The development and application of policies to retain customers (after-sales service) well will have the power to spread trademark and attract more new customers through existing customers In addition, the establishment of a separate Call Center of Viettelimex should be considered According to current organizational model, Viettelimex has no Call Center, the establishment of a separate Call Center should be considered At 79 TIEU LUAN MOI download : skknchat@gmail.com present, most sales channels of FPT, Tran Anh Store, Mobile World, etc have already had Call Centers This will be a channel to answer all customer's inquiries about product information, promotions, warranty policies, etc as well as receiving comments and suggestions of customers about stores and the products Staffs of Call Center should be trained in answering, interacting information effectively This is also a channel that can be used to survey and evaluate the quality of sales channels through stores 3.5 Solutions attached to study results 3.5.1 Research results Based on study results of the author (study results are presented in detail in section "2.2.3.2 Results of customer surveys on the distribution system of Viettelimex”) accordingly, the author gives general results as follows: Table 13: Survey results and evaluation of the author General No Survey criterias average Evaluation of the author point Location of store This criteria is evaluated as good by Easy to observe, approach 3,69 customers, stores are easy to observe and approach Most of stores are located in large Convenient for transport 3,82 highways, convenient for transport and communication with customers Although stores are convenient for transport, Located in the place where I live without going far there are places that customers live in rural areas so it is 3,07 difficult for them to approach The author proposes to increase the number of stores closer to residential areas Price Listed clearly 3,92 The price of Viettel Store is very 80 TIEU LUAN MOI download : skknchat@gmail.com General No Survey criterias average Evaluation of the author point transparent, clearly listed on each product, making customers easy to observe, compare Cheaper with quality assurance compared to This criterion is underestimated by the 3,39 other stores customers that the price of products is still not competitive Sales staffs Most customers highly appreciate the Have friendly, polite attitudes 3,90 service attitude of employees They are friendly, hospitable, enthusiastic consultants Serving enthusiastically, thoughtfully Store's manifestation is easy to recognize, observe Name of stores are familiar with prestige 3,86 decorated with airy and 3,82 arranged easy to recognize and distinguish by customers with other stores Name of stores is highly appreciated 3,98 by customers about the familiarity, prestige, proof of store quality Customers are quite satisfied about the 3,74 clean space Pavilions are reasonably thoughtful Store's manifestation is evaluated as The store is beautifully Sales staffs are enthusiastic, beautiful decoration of stores, comfortable, with airy and clean space Pavilions were evaluated as quite 3,93 satisfactorily about the reasonable arrangement Diversified items 3,32 Full warranty 3,91 Evaluated items are not very deversified The warranty is quite full, customers are quite satisfied 81 TIEU LUAN MOI download : skknchat@gmail.com Question: According to your opinions, How about the customer care policies of Viettelimex: Mainly customers evaluate as very good According to your opinions, How about Very good 72% the customer care policies of Good 20% Viettelimex? Lack of competition 8% For this question, customers' evaluation of customers on customer care policies of Viettel Store is well appreciated, but still being appreciated not good by some rate of customers So customer care policies of Viettel Store needs to be more improved What criteria are you interested in when choosing a sales unit (can choose many projects): Customers are interested mainly in the following criterias: Price 95% Service attitude of staff 93% Promotion 98% Quality 99% Question: How you evaluate the quality of Viettelimex's products?: Percentage of clients that appreciated very good is quite high (40%), the rest is good and normal Have you ever bought products of Viettelimex yet? Many times 25% One time 60% Never 15% For this question, there is still a high rate of 15% of customers who have never bought goods of Viettel Store system This poses a challenge for managers how to increase the percentage of customers returning to buy goods Will you return to buy goods of Viettelimex when you need? Sure 60% Not sure 35% No 5% When asking about the return rate, 5% of customers said they did not want to return Managers need to find out why and find ways to overcome this Moreover, 35% of customers are not sure whether they will return to buy or not So the 82 TIEU LUAN MOI download : skknchat@gmail.com problem is to reduce this percentage and increase the percentage of customers who are sure that they want to return Do you regularly monitor news on the web: www.viettelstore.vn of Viettel Store? News on the website www.viettelstore.vn according to you, the information contents provided is: Regularly 25 Not regularly 35 Sometimes 15 No 25 Too many 40 Many 25 Pretty many 20 Not many 15 Nice interface, fast access speed, fully meet the market 70 information Website www.viettelstore.vn of Viettel Poor interface, Store according to you is: slow access speed, or errors, not fully 15 meet the market information Other 15 The answer results to the website www.viettelstore.vn still many customers never know this website (25%); news on the website is still poor, lack of competition; most access speeds are considered to be fast, but sometimes still have errors, slow access This poses the challenge of increasing website promotion, increasing the percentage of online purchases and customers are interested in the website 3.5.2 Solution attached to survey results Through survey results with customers about stores and supermarkets system of Viettel Store, the author offers some solutions to improve the effectiveness of the distribution channel management as follows: 83 TIEU LUAN MOI download : skknchat@gmail.com - For store location: The store location is highly appreciated by the customers on criterias: easy to observe and approach, convenient for transportation; however, the criteria in the place where I live without going far is low appreciated The author proposes a solution: Expanding or linking more small stores near residential areas, access more to rural markets - For price: The price is clearly evaluated by customers, but the criteria "cheaper with quality assurance compared to other stores" with point of only 3.39 / The author proposes a flexible market price solution, applying daily price, and may be cheaper than the market from 10,000 to 50,000 VND depending on each product to compete with other units - For sales staffs: Sales staffs are highly evaluated by customers for their friendly, polite, enthusiastic and caring attitude The authors suggest to improve the quality of human resources, Viettel Store should regularly has courses of improving the quality of human resources to be able to sell and advise customers well - Items: Add more product categories, include full accessories, more repair services for damaged machines - Quality control of goods: ensuring quality of goods is genuine, there are teams of engineers and technicians for inspection and must be well trained - Spreading website promotion www.viettelstore.vn: pay attention to advertise on e-commerce websites, on forums, social networks, etc 84 TIEU LUAN MOI download : skknchat@gmail.com CONCLUSION The electronics, information technology and telecommunications distribution industry is a highly profitable industry, which is growing strongly, but also one of the industries with biggest competitiveness today Grasping the demand of the market since very early, since 2006, Viettel Store is constantly developing and now, there are over 500 stores and supermarkets nationwide with the trademark Viettel Store In order to understanding the market of electronics, technology, by collecting primary and secondary materials, surveying customers and learning about materials related to this field, I have made a study theme on "A study of distribution channel management at Viettel Import and Export Company Limited” The study purpose of the theme is to analyze and evaluate the current situation of the distribution channel management of Viettel Store through feedback from customers about the system of stores and supermarkets of Viettel Store, then offering advantages and disadvantages of the system Based on the theory of distribution and management of the distribution channel,then offering personal solutions of the author to improve the distribution system of Viettel Store Based on my study purpose, my theme has offered the following contents: - Systematize theories of distribution channel and distribution channel management - Offer the current situation of distribution channel of Viettelimex compared with competitors - Propose specific solutions to improve the distribution channel management based on results of customer study, study on distribution channel of Viettelimex The study results of the thesis will be a useful reference material for managers of Viettelimex, individuals and organizations interested in retailing telephone and technology goods Again, I would like to send my thank to my instructor, Nguyen Ngoc Thang, Viettelimex, my friends and family, for their whole-hearted supports and helps so that I can complete my study thesis 85 TIEU LUAN MOI download : skknchat@gmail.com REFERENCES Ayers, J B., & Odegaard, M A (2008): Retail Supply Chain Management New York, London: Auerbach Publications, Taylor & Francis Group Coyle, J C., Bardi, E J., & Langley, C J (2003): The Management of Business Logistics : A Supply Chain Perspective, South-Western, Thomson Learning Ladwig, F (2002): Multi-Channel Commerce im Vertrieb, Betriebswirtschaftliche Verlag Dr Th Gabler, GmbH, Wiesbaden Levy, M.; Weitz, B.(2007): Retailing Management, Sixth Edition, McGrawHill, Company Inc Mentzer, J T (2004): Fundamentals of Supply Chain Management: Twelve Drivers of Competitive Advantage, Thousand Oaks, California: Sage Publications Specht, G (1988): Distributions- Management, Verlag W Kohlhammer GmbH, Stuttgart u.a Copacino, William C "The Changing Role of the Distributor." Traffic Management February 1994 J.K Lasser Institute How to Run a Small Business McGraw-Hill, 1994 Levine, Bernard "Distributors Feeling Their Online Oats Electronic News (1991) December 4, 2000 10 Rosenbloom, Bert Marketing Channels Dryden, 1991 11 Stern, Louis W., and Adel I El-Ansary Marketing Channels Prentice-Hall, 1988 12 Truong Dinh Chien, 2012 Distribution channel management Hanoi: National Economics University Publishing House 13 Tran Minh Dao, 2002 Basic Marketing Textbook Hanoi: Vietnam Education Publishing House 14 Hoang Van Hai, 2005 Enhancement of competitiveness of Vietnam’s business in internation economic integration Vietnam Economic Management Review 86 TIEU LUAN MOI download : skknchat@gmail.com 15 Tran Thi Diem Huong, 2005 Organization of retail marketing activities of consumer goods by commercial companies in urban markets Doctor of Economics Vietnam University of Commerce 16 Pham Vu Luan, 2005 Management of commercial business Hanoi: Statistical Publishing House 17 Michael Porter, 1996 Chiến lược cạnh tranh (translated document) Hanoi: Scientific and Technical Publishing House 18 Michael Porter, 2009 Lợi cạnh tranh Ho Chi Minh City: Tre Publishing House 19 Tran Anh Tai, 2007 Management Textbook Hanoi: National University Publishing House 20 Dinh Van Thanh, 2006 Assessment of the current picture and orientation of distribution channels for some major commodities in Vietnam Scientific research at ministerial level 21 Nguyen Thi Phuong Tu, 2013 Managing distribution channels of soy milk at Vietnam Soymilk Company (Vinasoy) M.A thesis University of Danang 87 TIEU LUAN MOI download : skknchat@gmail.com APPENDIX QUESTIONNAIRE (Customers buy electronic products) In order to have accurate information on the feedback buying electronic goods of stores, supermarkets system of Viettel Store, then evaluate the operation of distribution channel management of Viettel Store Please provide your comments by completing the following questions correctly and fully: Any information you provide will only be for scientific purposes and will be kept strictly confidential A PERSONAL INFORMATION Customer information: (Please tick  in the selected boxes) Full name: ./ Address: Gender: Age: Income: Male  Female  From 16 to 25  From 26 to 35  From 36 to 45  Over 45  Below million VND / month  From to