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
(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 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 channel management of the retail chain in the current market in general and Viettelimex in particular.
Objectives
The research aims to: Clarify the current situation of distribution channel management at Viettelimex through the activities of organizing and structuring distribution channels; comparing with competitors on the market; performing survey customers about the distribution channel, analyzing advantages and disadvantages of the distribution channel From that, the paper proposes some solutions about human resources, management, key performing indicators (KPIs)…especially technical solutions to improving the management of distribution channel in the future.
Research subject
The subject of the paper is the management activities of Viettelimex distribution channel.
Scope
- Spatial scope: The management of Viettelimex distiribution channel
- Temporal scope: 2015– 2017 (some contents are updated to 30/09/2018)
Reseach method
- Analyzing secondary documents: The analyzed data includes data and parameters obtained from Viettelimex and related magazines, reports and scientific research
- Survey: Survey is used to collect information about the distribution channel of Viettelimex and customer's assessment of distribution channels of Viettelimex in big cities like Hanoi, Ho Chi Minh City 10 stores and 200 customers are surveyed
- Data processing method: Excel software
- Quantitative study: Based on the number of people choosing criterias, the author quantifies criterias, thereby evaluating performance and evaluating advantages and disadvantages of the agents and stores in the distribution channel compared to competitors
- Qualitative study: For more information on the assessment of factors affecting the distribution channel management at Viettelimex, at the same time to learn these factors in the retail chain of Viettelimex, the author conducts interviews with customers, so that customers can answer some open questions
(1) Use the "fish-bone" analysis tool to analyze the organization and management of distribution channels, find causes and propose solutions through primary and secondary datas collected by the author
(2) Use statistical and general tools to handle collected datas
(3) Use questionnaires for customers to survey customers' opinions about Viettelimex's stores Survey and assessment of customers in Viettelimex's chain of stores, thus assessing the efficiency of Viettelimex's distribution channel.
Structure
The paper consists of 3 chapters:
- Introduction, which presents Rationale, Literature review, Objectives, Research subject, Scope, Reseach method, Structure of the Thesis
- Chapter One: Theoretical structure, which presents Overview of research and infomations about distribution channel and distribution channel management
- Chapter Tow: Situation of distribution channel management at Viettel import and export company limited – Viettelimex, which presents overview of Viettelimex and actual status of the distribution channel management of Viettelimex
- Chapter Three: Solutions to improve efficiency of distribution channel management at Viettelimex, which provides analysis of the foundations for proposing solutions, solutions to improve distribution channel management for technology products of Viettelimex and distribution channel management policies.
THEORETICAL STRUCTURE OF RESEARCH
Distribution channel
1.1.1 Conception and Role of distribution channel 1.1.1.1 Conception of distribution channel
Today, the companies are increasingly emphasized the role of distribution channels in their marketing activities Therefore, decision on the distribution channel is one of the most important and complex decisions to be approved by management board The distribution channels selected by the Company will directly affect all other decisions in the marketing field and it decides largely to the success or failure of the Company later
There are many conceptions of distribution channel Depending on different aspects of research, one can introduce different conceptions about distribution channel
According to general point of view, "Distribution channel is a set of interdependent and independent enterprises and individuals involved in the process of bringing goods from the producer to the consumer In other words, this is a group of organizations and individuals performing activities that make product or service available for consumers or industrial users to buy and use" (Extract source: Basic marketing introductory course, Associate Professor, Doctor Tran Minh Dao, 2002)
In addition, distribution channel is defined as follows:“A distribution channel is a chain of businesses or intermediaries through which a good or service passes until it reaches the end consumer It can include wholesalers, retailers, distributors, and even the internet Channels are broken into direct and indirect forms:
A direct channel allows the consumer to buy the good from the producer, and an indirect channel allows the consumer to buy the good from a wholesaler or retailer
We should understand that distribution channels exist outside the enterprise, they are not part of the internal structure of the enterprise Distribution channel management involves using management capabilities between organizations rather than management within an organization Members of a distribution channel have mutual relationship to bring Company’s goods to consumers
The establishment of distribution channel management aims at the ultimate goal of achieving distribution goals Before setting up a distribution channel, the distribution goal must be defined so that the channel management design follows such goal The distribution goals can be changed and can lead to change the elements of the organization, external relations and management of activities
Distribution channels make up the flow of goods from producers through or without intermediaries to the final buyer All participants in the distribution channel are called members of the channel Trade intermediaries between producers and final consumers are important members in many distribution channels
Diagram 1: Members of distribution channel
(Source: Basic marketing introductory course, Associate Professor, Doctor Tran Minh Dao, 2002)
There are many types of commercial intermediaries take part in distribution channel and perform various functions Here are some main types of commercial intermediaries:
- Wholesalers: are trade intermediaries selling goods and services to other intermediaries, sell to retailers or industrial users
- Retailers: are intermediaries selling goods and services directly to end consumers
- Agents and brokers: are intermediaries having the right take legal action on
- Distributor: refers to intermediaries performing distribution functions in the industrial market Sometimes people refer to wholesalers as well
There are some types of commercial intermediaries buying goods from sellers, stocking them and selling them to buyers Other intermediaries such as agents and brokers represent the seller but do not own the product whose role is to bring buyers and sellers together The importance of intermediaries is evident when people consider their functions and benefits that they generate for end buyers
Once a distribution channel has been developed, many flows appear in it
These flows are enough to connect and bind members in the channel and other organizations together in the distribution of goods and services From the channel management viewpoint, most important flows are: Product flow; Negotiation flow;
Ownership flow; Information flow; Promotion flow; Monetary flow
Diagram 2: Flow connecting and binding members in the distribution channel
(Source: Basic marketing introductory course, Associate Professor, Doctor Tran Minh Dao, 2002)
Produce Produce Produce Produce Produce
Wholesaler Wholesaler Wholesaler Wholesaler Wholesaler
Retailer Retailer Retailer Retailer Retailer
Consumer Consumer Consumer Consumer Consumer
- Product flow: represents the actual physical movement of the product in space and time, through all members take part in this process from the production location to the final consumer location
- Negotiation flow: represents the interaction of buyers and sellers related to product ownership Perceptions that the transport company is not in this flow because it does not take part in negotiation At the same time, it should be noted that this is a two-way flow indicating the negotiation relating to bilateral exchanges between buyers and sellers at all levels of the channel
- Ownership flow: represents the transfer of ownership of the product from the producer to the end consumer Here again the transport company is not in this flow because it does not own the product during transport, it only facilitates the exchange
- Information flow: We see that transport company appears in this flow and information flow from the producer to the end consumer is two-way information
All members taking part in the information flow and this information are mutual passed between each pair of members Most of this information relates to the purchase, sale and promotion, quantity, quality of goods, time, place of delivery, payment, etc
- Promotion flow: represents the support on product communications by producers for all channel members in the form of advertising, personal sales, sales promotion and public relations Here there is the participation of advertising agencies to provide and implement advertising services Producers and advertising agencies will work together to develop effective channel promotion strategies
Content of the flows in the channel provides different basis for distinguishing between physical distribution management and channel management Channel management relates to managing all of the flows while managing the physical distribution solely relates to product flow management
For the producer, the use of distribution channel is a commercial intermediaries that improves efficiency and specialization of the distribution by
Through contacts, experience, specialization, and scale of operations, intermediaries shall give producers more benefits than they do themselves Main role of commercial intermediaries is to make supply and demand suitable effectively and orderly In some cases, the producer can distribute directly, but most of the products need to be distributed through a variety of trade intermediaries on the principle of specialization and division of social labor
Distribution channel management
1.2.1 Conception and Role of Distribution channel management
Once distribution channels have been selected, the next important issue is the management of their operations Channel management focuses on selective activities and encourages channel members to work, solve issues on product, price, promotion through distribution channels, and evaluate their activity over time
Conception: Distribution channel management is the whole process of managing and regulating the operation of distribution channel in order to maintain, establish cooperative relationships and support among members in the channel to perform the purpose of general distribution of businesses
In production and business activities in the enterprise, the distribution channel management is very important, helping products reach customers in the fastest way and promote the development of the enterprise Besides, the distribution channel is an important factor for investors or partners to assess the position of enterprises in the market, effective management of distribution channels will help enterprises enhance their position in domestic and international markets
For a enterprise, the consumption of goods is always an important issue, deciding the existence and development of the enterprise It’s not only a good depends on the approach to bringing the enterprise’s products to customers This will determine the success of the enterprise in the market Distribution channel is an important bridge for enterprises to bring their products to customers, the effective distribution channel management is a challenge for enterprises This requires managers to be knowledgeable about products and consumer markets as well as distribution systems, capture market changes, since then, there are timely and accurate decisions to help the distribution channel operation to be highly effective
The management of distribution channels includes the following contents:
- Evaluation of activities of channel members
Similar to the selection of employees, in the business organizational process of channel activity, businesses must select and attract specific commercial intermediaries participating in their distribution channels Selection is easy or difficult depending on the size of businesses and the type of product they sells
Normally, businesses must define a set of criterias to select channel members, such as the mode of business, items that they sell, their level of profitability and their ability to grow, affordability, co-operation and their prestige, business conditions, etc If the intermediary is a sales agent, producers must evaluate the quantity and characteristics of the other items that they sell, the size and quality of the sales force, their capital resources, their market size
Setting up a distribution channel is effective or does not depend greatly on the selection of members and channel design The channel members directly influence the amount of goods consumed by the Company, so selection of members to participate in the distribution channel is a difficult decision for the channel manager
The process of selecting channel members includes the steps:
Step 1 : Search for potential channel members
To search for channel members, there are many sources of valuable information for managers to find the right channel members
- Sales organization by region: For companies with their own selling force available at the wholesale and retail level, this force will gather the best information about intermediaries Many companies determine that finding and maintaining sincere relationships with qualified intermediaries is one of the key responsibilities of their sales force
- Commercial sources: Trade associations, affiliates, trade magazines, other companies sell related or similar products Their trade shows and word-of-mouth information are all valuable sources of information about the intermediaries that enterprises want
- Customers : Through customers, the company may have information about distributors and the ability to perform their distribution functions
- Ads: Through advertisements, the company has more information about potential channel members so that the company can choose
- Trade associations or conferences: Via trade associations or conferences, it can have good sources of information to find potential members of the channel
Through trade conferences, the company will see information showing the capabilities of channel members
Step 2 : Analysis of selection criteria
After finding a list of future members of the next job channel for the channel manager, analysis of the selection criteria is to assess their capabilities The key criteria in selecting channel members are:
- Credit and financial conditions: This is a widely used standard, almost every company investigates on financial and credit conditions of intermediaries, it is a condition to accept future channel members
- Sales ability: This is a special, most important standard, which shows the sales power of intermediaries, especially for wholesale intermediaries, it is the quality of the selling force or the technical assistance of the selling force, the intermediary
- Reputation of intermediaries: This standard is also considered important, the enough reasons not to choose them as a channel member because a distribution center that is judged to be bad will adversely affect the company’s reputation
- Ability to market coverage: expressed in two aspects, including the ability to reach the geographical market areas that the company wants to achieve as a market dominance However, it is necessary to avoid encroachment of each other’s activities, which is one of the causes of conflict between channel members
- Management ability: Good sales force proves good management ability and vice versa, it is difficult to evaluate intermediary management ability but it is an important standard in selecting channel members
Step 3 : Reinforcement of channel members
We know that the selection process is a two-way process The company selects intermediaries to represent them, but it is not up to their selection, intermediaries also choose the company that they will act as distribution representatives This relationship must bring bilateral benefits and the parties perform their duties properly In order to strengthen the relationship in the channel manager channel, companies must try to ensure the benefits for channel members to show them future prospects for the success of channel members
ANALYSIS OF VIETTELIMEX'S DISTRIBUTION
Overview of Viettel Import and Export CompanyLimited
2.1.1 General information about Viettel Import and Export CompanyLimited
Viettel Import and Export CompanyLimitedis an independent accounting unit under the Military Telecommunications Group established on April 10, 1997 Over the past 20 years of construction and development, the company has made outstanding growth with no small contribution to the continuous development of the Military Telecommunications Group
Name: Viettel Import and Export CompanyLimited Company name is written in foreign language: Viettel Import and Export
Abbreviated name: VIETTELIMEX Head office address: 11 Lane 11 Duy Tan, Cau Giay, Hanoi Website address: www.viettelimex.com.vn; viettelstore.vn; www.viettel- distribution.vn
Number of employees at September 30, 2018: 4,500 people
- Retail mobile equipments, information technology, healthcare equipments, e- commerce services
- Telecommunication and Information Technology Services
- Import-Export and Commission Import-Export Services, International Trade
- Distribute services of products and equipments of Information technology, software licence, PC computer, laptop, mobile
- Leading retail system in Vietnam with over 210 supermarkets nationwide
- Distribution channel is wide, nationwide
- Major distributors of top brands: Lenovo, Oppo, HP, Autodesk, Vmware, Fujitsu, Sam Sung
- Supply high quality boxes, labels, security phonecards with 2 printing plants in Hanoi and Ho Chi Minh City
- The leading printer system in Vietnam, modern, synchronous, closed
- Has extensive experience in retail, logistics, import-export, distribution, printing, information technology
2.1.2 Formation and development of Viettelimex
Viettel Import and Export CompanyLimitedwas formerly the Export-Import Department of Electronics and Telecommunications Company, established in 1989 (now Military Telecom Group) In 1999, the Export-Import Department was reorganized into an Export-Import Center and implemented a dependent accounting system
In January 2005, Viettel Import - Export Companywas established under the Military Telecommunications Corporation (now Military Telecom Group)
In April 2006, the company officially separated to carry out the independent accounting system
From a unit of only 70 people, to September 2015, the company has a staff of more than 2,500 people, high level and professional (the rate of cadres, 60% of employees have university degrees and postgraduate, 20% of college graduates The organizational apparatus of the Company includes: 6 departments and 4 centers, each center carries on business a separate field
- Distribution centers: Retail mobile phones, laptops, desktops and accessories of phones and computers Up to 102 retail outlets spreading across the country, down to districts and towns;
- Distribution Center: wholesale laptop (Acer, Lenovo, HP), desktop and other types of software;
- Telecommunication Equipment Import-Export Center: Specializing in importing and exporting telecommunications equipments for Military Telecom Group, operation in international transportation, solvent and chemicals;
- Trading Center: specialized in trading materials and supplies, projects.The development orientation of the company until 2020 will reach the turnover of about
VND20,000 - 22,000 billion with four business areas: retail business, distribution business, trading and import-export business
For the retail business, the company constantly develops the supermarket system in Hanoi, Ho Chi Minh City and develops the extensive system to the province, district, township and town to bring products to consumers, serving better for all classes of customers The company strives to complete the retail system by
2020, will complete the retail system, becoming the leading retailer of electronics, telecommunications and information technology products in Vietnam
As for distribution activities, the company carries on business a variety of goods, not only in the laptop business but also in the server business, storage devices, etc The company strives to 2020 will become the leading computer distributor in Vietnam
The business results of Viettelimex have grown remarkably over the years, showing that action effect is constantly being promoted As follows:
Table 1: Key financial targets over the years of Viettelimex
(Source: Financial Statements of Viettelimex)
Through the annual growth rate of total assets of Viettelimex, it can be clearly seen that the size of the company is continuously expanding By the end of 2017, total assets of Viettelimex reached over VND 6,200 billion, a growth of 8% compared to 2017
Viettelimex's revenue has grown impressively, showing that the company's revenue was nearly VND26,800 billion, growth of 19% compared to 2016, which mainly increased retail sales of smart phones
The profit of Viettel has increased remarkably, showing that the company's action effect has continuously improved Besides boosting sales, the company has also increased its cost control to increase profit Specifically, in 2017, profit before tax reached to VND235 billion, up 17% compared to 2016
With around 500 supermarkets nationwide, Viettel Store's supermarket system provides all high-tech products including mobile phones, laptops, tablets, medical equipments With dense network of shops, retail stores and supermarkets are centrally located for easy customer transactions
Official online sales website of Viettel Store: www.viettelstore.vn was launched in 2009 with thousands of products are constantly updated to meet the online shopping needs of customers in the whole country
With the customer-centered criteria, bringing the quality of service to the top, Viettel Store always strive to ensure the highest satisfaction for customers
(Source: Distribution Center of Viettelimex)
Partners of Viettelimex are diverse, including: Nokia, HTC, Oppo, LG, Vivo, Samsung, etc
(Source: Distribution Center of Viettelimex)
Current situation of distribution channel management of Viettelimex
2.2.1 Situation of organizations and design of distribution channels
Currently, Viettelimex Company is using both direct and indirect distribution channels The company directly distributes its products through its members as supermarkets and retail stores under the company In addition, the company also plays the role of a wholesaler and agent when it supplies large quantities of goods to other retail units In addition to selling goods through retail stores and supermarkets, the company also promotes image advertising through the internet and online sales Product distribution by combining direct and indirect channel utilization helps the company achieve significant benefits such as increasing market coverage, expanding markets, reducing channel costs, and increasing consumption according to customer's demand, especially young people are now
Viettel Store is a distribution chain with about 500 supermarkets distributed nationwide, the management of supermarkets is divided into geographic regions of North, Central and South Stores are deployed in the same design standards (with adjustments suitable to the area and structure of actual stores)
Diagram 9: Distribution channel management model of Viettelimex
Organizational and operational models of Viettelimex Distribution Center fully organized including businesses related to finance, accounting, etc The center has the main function of product coordination, management support on Distribution channels of Viettel Store, the center's activities are currently divided into
RETAIL CENTER IMPORT-EXPORT CENTER PRINTING SERVICE CENTER
500 STORES management areas, including the North, the Central, the South, and general support department
Diagram 10: Organizational and operational modes of Viettelimex Distribution Center (according to region)
(Source: Distribution Center of Viettelimex) 2.2.1.1 Selection of members in the channel
Distribution channels of Viettel Store in addition to the retail stores, supermarkets of the company The company also distributes its products to small retail stores, other agents
In order to select members in their distribution channel, the company is interested in the following criterias:
- Financial capacity and solvency of the company
- Legal status, ability to sell goods
2.2.1.2 Encourage of members in the channel
Viettelimex plays the role of a superior unit, also a supplier of goods and distribution to stores and supermarkets in the distribution channel network of Viettelimex In order to increase sales, the company has introduced a number of policies to encourage members in the channel as follows:
Payment Policy: The Company uses the preferential policy in payment to promote the members in the distribution channel to pay fastly and the company will soon recover the money In which, for sale of goods through agents with fast payment term will be discounted from 1% to 2% For agents in provinces and cities outside Hanoi and Ho Chi Minh City also belong to stores and supermarkets of Viettel Store, the company will prefer for payment of 30 days after issuing invoices; and agents outside Viettel Store shall pay within 15 days after issuing invoices and have to advance 50% of order value
Transport Policy: The company has a road transport team, in addition to the company also associate with the transport companies to meet all transport requirements of orders, including retail orders through the Internet sales The goal of transport policy is to motivate the distribution channel members to perform best
The Company always has preferential policies and incentives suitable for its channel members
Goods exchange and return policy: goods exchange or return often occurs in cases if products of customers after buying at Viettelimex are not in accordance with the original purchase agreement or fault of the production unit Then customers have the right to request another product exchange or return for new ones
Channel support policy: Viettelimex has programs to support communication of products and store on mass media such as television, radio, social network as well as banners describing products as well as sales policies for each store to promote products at stores and areas Besides, in order to increase the professionalism of the channel, Viettelimex supports uniforms and sales equipment for all employees in the sales system and beauty cosmetics (applicable exclusively to female employees)
Reward and punishment regimes: The Company sets up reward and punishment regimes for agents and for market staffs In order to encourage retail activities, shops, agents, supermarkets, units with high turnover compared to the previous month shall be rewarded according to revenue Those who do not reach the committed revenue or do not comply with the terms of the contract shall be punished
2.2.1.3 Evaluation of members’ activities in the channel
At present, evaluation of members’ activities in the distribution channel of the company is increasingly focused, innovated The company has set actual, close criterias to timely assess the advantages and disadvantages of each store and agent to timely adjust the distribution policy suitable to the changing of the market
However, the supporting tools are quite simple and outdated, the information technology system serving the management of sales, customer management, inventory management still are the old ERP system, does not support online inventory inspection The system on store information management is asynchronous with ERP systems, then the evaluation still being manually monitored and used with excel files
Therefore, the company has only been able to monitor 2 targets: Purchase volume; payment term
Table 2: Evaluation criterias of stores, supermarkets and agents in the distribution channel of Viettel Store
No Criterias Less than last month
(Source: Business Planning Department - Viettelimex)
Standards are often evaluated as:
- Sales standard and actual level of achievement in each period
- The shortest or average delivery time for customers
- The level of cooperation in advertising programs and effectiveness of each advertising campaign
2.2.2 Comparision between the distribution channel of Viettelimex with competitors’
Table 3: Market share of Viettel Store in 2017
(Source: Gfk Market Research Company)
At present, in the market of mobile phone retail business, main competitors of Viettel Store are Mobile World, FPT shop, Tran Anh Store, Telecommunications A
In which, Mobile World is considered to be the strongest growth unit in mobile phone retail However, Viettel Store also has certain advantages in trademark, diversified and synchronous products, shops covering the market, including rural areas
In recent years, the boom of the electronics center has made the cake of market share is increasingly subdivided, along with high competitive pressures
However, there are still capacities for growth in this sector
The electronic battlefield in Vietnam, business environment of electronics and technology are quite fragmented At the moment, chains of electronic are both competing with each other and competing with small retailers (mom & pop stores”)
These mom & pop stores usually have very small sizes (area from 20 m2 to
100 m2) and are quite limited in terms of product items However, this type of store
Tran Anh Store [PERCENT AGE]
Market share in 2017 is occupying the playground in the countryside and some locations in urban areas
According to statistic of GfK Temax Vietnam, mom & pop stores occupy about 40% market share in mobile phone sales in Vietnam by 2020
Business in the fierce competition environment, many electronics sellers have to "with strong hands" offer large promotions to attract customers However, these promotions often have short-term effects as other stores will soon mimic and the market becomes the contest "who will bear the longest loss”
Also for the purpose of increasing market share, some other electronics sellers choose to expand their network in central locations, despite the high cost of rent
Store expansion strategies, if coupled with market study and a solid management system, could become strategic advances for businesses selling high tech items
However, without above factors, this strategy will lead to negative consequences such as not maintaining profit and business cash flow However, due to fierce competition, consumers are the most beneficiaries Specifically, sales policies such as return policy, delivery and installation at home are increasingly improved by domestic electronic sellers to attract customers If in overseas, consumers can exchange, return electronic products without errors and get money is considered a natural thing, this policy has been applied by technology sellers in Vietnam in recent years
SOLUTIONS FOR IMPROVING DISTRIBUTION CHANNEL
Solutions to select members in the channel
Encourage channel members is considered the most important thing to maintain the distribution channel activity smoothly Because the ultimate goal of businesses is the profit If rights of each store are fully secured, they will have sense of responsibility for the company Viettelimex should develop incentive programs for each channel member In order to encourage channel members to effectively consume goods, the company needs to give some solutions, preferential policies in payment to motivate channel members to pay quickly and the company will soon get money of goods, etc.Specifically:
- Discount policy: Viettelimex has various discount forms that producers can apply such as : discount percent of commission according to orders; reward discount; discount for direct selling, price difference, etc.; Increase the discount for stores paying at once or pay in a certain period less than one month to encourage agents to pay more quickly
- Debt Policy: This is a condition for attracting the distributor, showing financial support Accordingly, Viettelimex will allow partners to pay after a certain period
- Trade support policy: New product introduction programs applied by Viettelimex at each point of sale, exhibits In addition, Viettelimex provides advertising and support, promotion for member supermarkets; create special forms of distribution and merchandise display campaigns available to members
- Management support policy: use the sales force of the support center for the sales force in supermarkets and support management and finance for supermarkets under the company
- Price support policies, transport vehicles for remote stores or in neighboring provinces under the management area of northern branch
- Strengthen the combination of material and spiritual encouragement policies:
In addition to material encouragement policy as discount or reward on the occasion of Tet or holidays, the company should incorporate spiritual encouragement policies for agents For stores, especially high-sales stores,should organize selections, awards, and honors for high-sales agents quarterly, yearly and according to region
Organize workshops so that they have chance to talk about business and sales experience This will help channel members become fond of together and have better relations with the company
Expansion of distribution channels in rural areas
Currently, for retail goods such as phones, tablets, laptops, watches, accessories, sim cards, medical equipment, telecommunications services are retail items under stores of Viettel Store As a matter of fact, these are retail items and can compete well, Viettel Store needs to expand its network of stores, not only in cities with high population density, but also in rural areas
Rural areas have less population density, however, this is a high potential market with items of technology and telecommunication equipment At present, in the Hanoi market, Viettel Store has expanded its network of supermarkets across neighborhood districts In general, each district has a retail store of Viettel Store, stores are located at the main highway, mainly town of the district with high population density This is a good place to access customers, however, each district only has one store is still low because people living far away from the center of the district will be difficult to access telecommunication and service stores of Viettel
According to proposal of the author, Viettel Store should expand its stores in more districts For example, in Thach That - Ha Noi, there is only one store in the central area, I think it is not enough and difficult to compete with small shops in the area The central area of Thach That is a bustling place with high technology stores, including Viettel Store, Mobile World, FPT Shop, and about 10 retail shops of telephones, tablets with service of repair Viettel Store has the advantage of being a big, beautiful shop, located in the most central area, but retail and small stores throughout the district have higher competitive advantage because they are close to residential areas, although the area is only from 10 to 20 m2 but the advantage is the shops of people, because of familiarity and high reputation with high rate of customers Meanwhile, Viettel Store has only one store so it is difficult to compete
The author proposes to increase the number of shops in crowded residential areas in neighboring areas and expand the scale by linking with small and retail stores, providing accessories and sell telephones, computers and terminal telecommunications equipments This takes advantage of the relationship, with local market knowledge of small shops to spread images and sell products of Viettel Store At the same time apply higher discount policy than the city area because this area has lower population density, lower proportion of buyers.
Solutions to encourage members’s activities in distribution channel
3.2.1 Encouraging channel members to distribute
In addition to checking and giving mark to shops, supermarkets, Viettel Store should give mark of competition for the sales staffs The company should set up an inspection committee under the direction of the sales department to carry out the marking of the competition Marking of the competition should be based on the area For example, in Hanoi, there should be an inspection board in Hanoi, which will conduct a sudden inspection for shops, agents and supermarkets on whether the distribution of goods is in accordance with terms and conditions or not In more remote areas, it can be done by the regional telecommunication branch The purpose of this activity is to find the advantages and disadvantages of each store, each employee Since then, set up reward and punishment policies to encourage channel members devote all their best to Viettel Store Monthly choose shops, supermarkets with the first, second, third or incentive rating; Sales staffs with the first, second, third or incentive rating and inform all channel members to learn and follow
Viettel Store needs to send working teams directly to shops and supermarkets to motivate them as well as grasp their needs and solve their problems in time The company also needs to set for each store, supermarket, agent amount of consumption in a certain period as a basis for evaluation, reward and punishment
For inefficient shops and supermarkets, the company needs to take measures to support them However, if they are still ineffective without ptofit after being supported, the company needs to change location or personnel, or change policy for those units
3.2.2 Marketing and sales solutions to enhance distribution activity
For products, Viettel Store can apply a number of synchronous measures to increase the selling capacity of stores, thereby increasing the competitiveness of distribution channels as follows:
- Expand list of products: Viettel Store should expand its list of products such as: distribution of computer components, printers, digital cameras, motion picture camera, etc
- Strengthen the assurance to customers about quality of products: Ensure genuine goods without counterfeit or low quality goods, 100% brand new goods and is the most abundant supplier compare to competitors All kinds of goods, from cheap to expensive, meet all diversified needs of customers
- Warranty service: Viettel Store needs to invest in human resources, train repairers, professional warranty engineers, instead of sending products to producers, the company can send for training according to producer's requirement in order to make sure that products shall be given warranty on-site, fast and convenient
Develope on-site warranty service for bulky transportation equipments In addition, Viettel Store should establish more warranty centers in locations with many supermarkets, shops of Viettel Store to ensure that customers can easily go to the warranty center with reduced costs and time
- Services provided with the product: Ensure to provide customers with services such as download ringtones, pictures, games, free software, etc at the request of customers
- Create different products compared to competitors: Viettel Store can combine with Viettel Telecom - an another subsidiary of Viettel Group to create different products with the view of: products sold Including telephone and attachec service pack depending on the appropriate time
- In addition to the product-related policies, united pricing policies, competition will be an important point to promote effective distribution channels such as:
+ Regularly ensure that selling prices (not including promotions) are always
+ Set individualized selling prices to each location, depending on consumption characteristics of residents and the regional economic situation
+ Update daily selling prices, provide hot phone number to adjust according to rules the sudden change in selling prices within one hour since the market response
3.2.3 Using technology to manage and motivate activities of distribution channel
- For the application of inventory management: Viettelimex needs to develop the current ERP data management system in the direction of adding inventory control function The amount of inventory at each store when managed electronically will always be updated constantly, the warehouse can quickly add goods at stores to ensure goods are available at the store, avoiding the out of stock when the customer needs to buy
- For the application of internal interaction: Viettelimex needs to develop its own internal chat system, so employees can connect quickly in the sales process, warranty or additional information about products to customers For example:
When customers come to store A of Viettelimex and want to buy pink Iphone, however, shop A is now running out of this sample, then staffs at store A can interact internally to find the nearest store B to meet customer need
- For the application of customers interaction: Viettelimex should consider using automated answering systems to sell and take care of customers online, i.e using Chatbot
Defined in the simplest way, chatbot is a computer program that interacts with users in natural language under simple interface, sound or message form
Chatbot interacts with humans through sound or text and uses platforms to communicate The part that programmers need to develop is all behind including:
+ Translator: Translating the user's request, making the computer understand requirements that it need to make → deciding whether the chatbot is smart or not
+ Processor: Handling requirements, this component makes chatbot's capabilities are not limited, anything that the computer does, chatbot can does too
+ Respondent: Getting output, packing and returning messenger platform, returning results to users
Why Viettelimex should have Chatbot application?
The technological revolution 4.0 has created the birth of chatbot Specifically, in the technological revolution 4.0, Artificial Intelligence (AI) and machine learning (ML) have become one of the strongest invested technologies, especially in the last few years This enables Natural Language Processing (NLP), Natural Language Understanding (NLU) to use new techniques and technologies that are simpler and more accurate NLP is the decisive factor of chatbot And Chatbot is now a global development tendency
Besides, this is the explosive era of messages Statistics show:
+ 28.2 billion mobile messages were sent in 2017, increase twice compared to
+ 98% of messages will be read, with email rates of 22% in 2017
+ Six of the top 10 applications installed are messaging applications in 2017
+ Everyday more than 11,000 chatbots are used on facebook In some developed countries, stores are using Chatbot as an effective sales channel
So, Chatbot is now a common trendency and very popular When Viettelimex uses Chatbot to interact directly with customers, this system helps customers get immediately answers to any question or requirement related to goods purchase and customer care, managing and concentrating customer information to facilitate the communication of any promotion to every customer, recognizing, rating and classifying customer's feedbacks, and enhancing belief with customers for its accuracy, timeliness and identity from answers that lead the company can sell more to its customers Moreover, this system helps the company reduce the number of sales staff and customer care staff
In particular, investment cost of Chatbot system is not high, it is estimated that costs for writing applications, installations and costs for maintaining and developing the system of staff about 3-5 billion per year, equivalent to 0, 02% of Viettelimex's revenue, while it is estimated that sales will improve significantly when using this system, about 10% (reference data to distribution company of Techone telephones in Vietnam market)
Especially, with current technology development, Viettelimex should also consider the use of popular electronic commerce sales channels such as Shopee, Sendo, etc
Department in charge of Chatbot system can also be used to push product information to these sales channels, as these are also technology interaction channels and have the same marketing product information With very simple operations, but the effect of these sales channels is quite significant Viettelimex has nationwide store systems, so shoppers nationwide when buying products through this channel will be reduced the cost of goods delivery, and at the same time, Viettelimex will also reduce store operating cost This is also considered as a common tendency of many retailers in developed and developing countries.
Solutions to evaluate members’ activities in the channel
In order for stores in the distribution channel to work better, the Company needs to resolve the following issues:
- Evaluation work needs to be carried out more frequently (proposed evaluating cycle: monthly) so that managers can accurately evaluate activities of channel members in order to helping and adjusting timely
- The company needs to develop more diversified and full sales standards
Apart from the evaluation stanard of sales and payment turnover, the Company should apply some evaluation standards such as:
+ Attitudes of stores: These attitudes are considered in two respects, attitudes of stores to customers and attitudes of stores to the company First of all, attitudes of stores to customers This is reflected through the decoration space of stores, in service attitudes of sales staffs and in their after-sales services A store with good attitude to customers not only attract a large number of loyal customers but also enhance the image of the company
+ The display and arrangement of goods in stores are neat, scientific and creative And whether the application of standard model of stores has been successful or not
+ The shortest or average delivery time for customers: Delivery time for customers is an important factor affecting customer service If delivering goods to customers slowly or not meet the requirements of customers will make customers 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.
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 2 to 6 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 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 gifts to 6 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 do 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 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.
Solutions attached to study 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
This criteria is evaluated as good by customers, stores are easy to observe and approach
Most of stores are located in large highways, convenient for transport and communication with customers
Located in the place where
Although stores are convenient for transport, there are places that customers live in rural areas so it is difficult for them to approach The author proposes to increase the number of stores closer to residential areas
Listed clearly 3,92 The price of Viettel Store is very
Evaluation of the author transparent, clearly listed on each product, making customers easy to observe, compare
Cheaper with quality assurance compared to other stores
This criterion is underestimated by the customers that the price of products is still not competitive
Most customers highly appreciate the service attitude of employees They are friendly, hospitable, enthusiastic consultants
Serving enthusiastically, thoughtfully 3,86 Sales staffs are enthusiastic, thoughtful
4 Store's manifestation is easy to recognize, observe 3,82
Store's manifestation is evaluated as easy to recognize and distinguish by customers with other stores
5 Name of stores are familiar with prestige 3,98
Name of stores is highly appreciated by customers about the familiarity, prestige, proof of store quality
The store is beautifully decorated with airy and clean space
Customers are quite satisfied about the beautiful decoration of stores, comfortable, with airy and clean space
Pavilions were evaluated as quite satisfactorily about the reasonable arrangement
8 Diversified items 3,32 Evaluated items are not very deversified
9 Full warranty 3,91 The warranty is quite full, customers
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 the customer care policies of
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%
Question: How do 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?
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?
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 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:
Website www.viettelstore.vn of Viettel Store according to you is:
Nice interface, fast access speed, fully meet the market information
Poor interface, slow access speed, or errors, not fully meet the market information
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:
- 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 /
4 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
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
1 Ayers, J B., & Odegaard, M A (2008): Retail Supply Chain Management
New York, London: Auerbach Publications, Taylor & Francis Group
2 Coyle, J C., Bardi, E J., & Langley, C J (2003): The Management of Business Logistics : A Supply Chain Perspective, South-Western, Thomson Learning
3 Ladwig, F (2002): Multi-Channel Commerce im Vertrieb, Betriebswirtschaftliche Verlag Dr Th Gabler, GmbH, Wiesbaden
4 Levy, M.; Weitz, B.(2007): Retailing Management, Sixth Edition, McGrawHill, Company Inc
5 Mentzer, J T (2004): Fundamentals of Supply Chain Management: Twelve Drivers of Competitive Advantage, Thousand Oaks, California: Sage Publications
6 Specht, G (1988): Distributions- Management, Verlag W Kohlhammer GmbH, Stuttgart u.a
7 Copacino, William C "The Changing Role of the Distributor." Traffic
8 J.K Lasser Institute How to Run a Small Business McGraw-Hill, 1994
9 Levine, Bernard "Distributors Feeling Their Online Oats Electronic News
10 Rosenbloom, Bert Marketing Channels Dryden, 1991
11 Stern, Louis W., and Adel I El-Ansary Marketing Channels Prentice-Hall,
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
14 Hoang Van Hai, 2005 Enhancement of competitiveness of Vietnam’s business in internation economic integration Vietnam Economic Management Review
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 thế cạnh tranh Ho Chi Minh City: Tre Publishing
19 Tran Anh Tai, 2007 Management Textbook Hanoi: National University
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
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
1 Customer information: (Please tick in the selected boxes)
Income: Below 5 million VND / month
From 5 to