Building Thanh Cong pharmaceutical companys competititve advantages in Ho Chi Minh city (2008 to 2011)

MINISTRY OF EDUCATION & TRAINING HO CHI MINH CITY OPEN UNIVERSITY UNIVERSITEÙ LIBRE DE BRUXELLES SOLVAY BUSINESS SCHOOL MBMM PROGRAM HO VAN HIEN BUILDING THANH CONG PHARMACEUTICAL COMPANY’S COMPETITIVE ADVANTAGES In HO CHI MINH CITY (2008-2011) FINAL PROJECT MASTER IN BUSINESS & MARKETING MANAGEMENT Tutor: Dr NGUYEN NGOC HOA Ho Chi Minh City 2007 STUDENT DECLARATION I certify that the attached assignment is my own work Material drawn from other sources has been acknowledged according to unit-specific requirements for referencing Ho Van Hien ACKNOWLEDGMENT This Project is the result of contributions from many organizations and people I wish to acknowledge the debt owed to the following people for their supports and assistance during the preparation and finished with this project Firstly, I would like to express my gratitude to all the Professors of the Master in Business and Marketing Management (MBMM) program, who delivered invaluable knowledge, experience and assistance The extensive assistance, guidance, advice and encouragement of my guidance Doctor Nguyen Ngoc Hoa, Professor- Doctor Truong Van Tuan throughout the project study are sincerely and gratefully acknowledged, which provided the foundation and knowledge for writing this project Secondly, I would like to thanks my adoptive parents Dr Hoang Quang Thuan & Phan Thi Kim Thanh, my elder brother and elder sister - Master Nguyen Manh Lam & Ho Thi Tan My, my Lecturer- Master Pharmacist Duong Thi Mai Trang, Mr Serge, my colleagues: Phr Ho Si Ha, Mr Tran Minh Hieu, Mr Tam, my nephew’s Luong who have created favourable conditions and encouraged me in the work and completion of my study My thanks also go to my classmates: Loc, Minh and Chi Anh for their supports during the courses Finally, my special thanks to my beloved wife and my family for their encouragement and contribution in the completion of this project May 10, 2007 Author TABLE OF CONTENTS STUDENT DECLARATION ACKNOWLEDGMENT REMARKS FROM PROJECT TUTOR COMMENT FROM PROJECT MENTOR TABLE OF CONTENTS ABRIVIATION LIST OF TABLES & FIGURES INTRODUCTION CHAPTER I Purpose of Study II Scope of Study III Methodology and Sources of Information IV Content of Chapter 2 CHAPTER I: THEORY ABOUT COMPETITIVE ADVANTAGE 1.1 Competitive Advantage Type 1: Cost Leadership 1.2 Competitive Advantage Type 2: Differentiation 1.3 Competitive Advantage Type 3: Focus CHAPTER II: MARKETING ENVIRONMENT ANALYSIS AND THANH CONG PERFORMANCE 2.1 Ho Chi Minh City Pharmaceutical Retails Situation 2.2 Marketing Envirnment Analysis 2.3 Summary of Thanh Cong Performance 6 16 CHAPTER III: BUILDING THANH CONG COMPANY’S COMPETITIVE ADVANTAGES THROUGH CENTRALIZING PURCHASING ACTIVITIES AND DIFFERENTIATION IN CUSTOMER SERVICES 3.1 Building Thanh Cong Competitive Advantage through Centralizing Purchasing Activities 3.2 19 Building Thanh Cong Competitive Advantage through Differentiation in Customer Services 23 3.3 Planning and Implementing Thanh Cong’s Strategy 23 3.4 Project’s Evaluation 23 CONCLUSION AND RECOMMENDATION REFERENCES APPENDICES 26 ABBREVIATION Abbreviation WTO HCMC TCC R&D USD SWOT GPP S.O W.O S.T W.T MVP USP 5T 5C 5Ñ Meaning World Trade Organization Ho Chi Minh city Thanh Cong Ltd company Research and Development United States Dollar Strengths Weakness Opportunities Threats Good Pharmacy Practices Strengths Opportunities Weakness Opportunities Strengths Threats Weakness Threats Marketing Value Proposal Unique Selling Proposition 5T Standards 5C Standards 5Ñ Standards Page 1 9 9 11 12 17 17 18 LIST OF TABLES Table Table 2.1 Table 2.2 Table 2.3 Table 3.1 Contents SWOT Analysis TCC’s Standards “5T” & TCC Staff’s Standards “5C” TCC Transactions’ Standards “5 ” TCC’s Purchasing Turnover in 2006 Page 17 18 22 LIST OF FIGURES (pix, charts, figures (decimal: USD ‘000)) Figure Figure 1.1 Figure 1.2 Figure 2.1 Figure 2.2 Figure 3.1 Contents Three Generic Competitive Advantage The Self-Sustaining Nature of Competitive Advantage HCMC Pharmaceutical Budget & TCC’s Turnover Understanding Customers Role & Meaning of Centralized Buying Page 15 22 EXECUTIVE SUMMARY TCC drugstore was one of the top five biggest drugstores in HCMC where professional and reasonable are encouraged Its frequent clients are from low to middle income, and its brand is well-known for reliable and quality medicine and services at a reasonable price Currently, the appearance of many fierce competitors with lots of drugstores, their drugstores are not only big but also diversified, TCC recedes into the background, it is a medium drugstore, TCC’s turnover is decreasing from 2004-2006 (from 712,810 USD in 2004 to 620,430 USD in 2006) In view of the above, TCC tries to look into the feasibility of establishing a chain of many drugstores in HCMC, with an effective marketing strategy to cope successfully with competitive forces and generate superior TCC itself-question and answer these questions: ̇ Why TCC’s turnover is decreasing in recent years? ̇ What have competitors done to attract customers? ̇ How should TCC to recover and maintain its business? ̇ Which marketing strategy should be applied for overcoming its current situation? TCC has been building the competitive advantage strategy by making centralizing purchasing activities and differentiation in customer services For creating quality price and services MARKETING OBJECTIVES TCC enjoys current gross sales of 620,430 USD in 2006 Its goal is to increase gross sales by 25% in the first two years and incrementally in subsequent years PRODUCTS AND SERVICES TCC focuses on customers services for improving its products, it pays more attention to customers to satisfy their desires TCC thorough understands clients’ expectations The clients can receive the add value in their order (before-presentAfter transactions).Home delivery is a differentiation in customers services, the advices is more important in customers services Really, TCC’s target is low and middle income people Really, the clients can see TCC’s pharmacists or doctors any times for keeping the prescriptions or the advices Opening drugstore (24/24) is a differentiation of TCC to diversify its services and to better the relationship with clients RESOURCES NEEDED TCC is seeking a capital infusion of 112,000 USD in order to build and implement a marketing strategy to enhancement and develop its business The professional staff (both pharmaceutical and business) is an important factor MARKETING MATRIX COMPONENTS TCC has the competitive advantage of beginning this project It will be better in relation to current clients and to attract new clients TCC’s marketing program will improve its relationship with customers and to expand its market share PROJECTED OUTCOMES TCC expect to increase its turnover by 737,200 USD in the first year (2008) In the second year and beyond, we expect to increase turnover by between 25-28 percent per year The payback schedule for the 112,800 USD is in the end of first year (2008) (Please see the appendix) INTRODUCTION OF THE FINAL PROJECT I PURPOSE OF STUDY It is with great opportunities for Vietnam after becoming a 150th member of The World Trade Organization The country is now to pursue a market-oriented economy and receiving more and more foreign direct investment from the foreign investors, especially in the big cities such as Hanoi and Hochiminh City Ho Chi Minh city (HCMC) is the big city in Vietnam, has obtained tremendous achievements since then, thanks to its great potential There are lot of foreign investors coming to HCMC to business therefore it brings to the city a lot of business opportunities as well as challenges The author is a pharmacist with more than ten years experienced services as a pharmaceutical retails dealer in HCMC Thanh Cong Limited company (TCC) is the author’s own company, founded in 1997 It is remarkable to say that TCC has been successful in the pharmaceutical business, resulted by the annual increase of 15% in term of turn-over every year In recent years, the TCC’s turnover has significant decrease because of the fierce competition from its two main competitors: They are My Chau drugstores & Minh Chau drugstores It is necessary to have a marketing plan focus on creating the competitive advantage through centralizing purchasing activities and differentiation in customer services which are the two key factors for TCC to become one of the leaders in pharmaceutical retailing in HCMC II SCOPE OF STUDY The author would like to prepare a marketing plan for TCC to set up a chain of drugstores in HCMC, the first model of this drugstore will be applied on 6/2008 26 CONCLUSION AND RECOMMENDATION In order to maintaining and developing the business, TCC has to build up and implement an appropriate marketing strategy by creating competitive advantage through the reduction of costs and the differentiation in services customers Cost leadership or low costs that is a direct factor for increasing TCC’s profit TCC’s differentiation is unique, which includes both wide and depth An important factor is personnel It is indispensable for achieving and developing TCC ’s business More important factor is customers so TCC should permanence implement some marketing activities in order to maintain the relationships These factors lead TCC to be a leader in Pharmaceutical Retailing in HCMC In order to achieve competitive advantages through centralizing purchasing activities and differentiation in customer services The author would like to make recommendation to as follows: Ü Expanding the retails network to create buying bargain power Ü Enhancing the relationship with suppliers Ü Having good policy to recruit and keep staff Ü Merging with partners to reduce competition and to increase power Ü Consolidating customer relationship through affiliate program REFERENCES Bohlander; Snell; Sherman.Managing Human Resources Thomson, 2001 ChanKahSing Electronic Commerce& Supply Chain Management Thomson, 2003 Claude Boffa Distribution and Retailing Solvay Business School 2007 Clive Humby; Terry Hunt and Tim Phillips Scoring Points-How Tesco continues to win customer loyalty Kogan, 2007 Jean-Pierre Baeyen Basic Marketing Course Solvay Business School, 2006 K Donglas Hoffman; John EG Bateson Services Marketing Concepts, Strategies and Cases Thomson, 2006 Lee Krajewski; Larry Ritzman Operations Management Process & value chains Pearson, 2007 Lois K Geller Direct Marketing Techniques Thomson, 1998 Michael R Solomon; Greg W Marshall; Elnora W Stuart Marketing Real People, Real Choices Pearson, 2006 10 Philip Kotler; Gary Amstrong; John Saunders;Veronica Wong Principles of Marketing Pearson, 2001 11 Robert Schieffer Ten Key Customer Insights Thomson, 2005 12 Roger D Black Well Consumer Behaviour Thomson, 2001 13 S Thomas Foster Managing Quality Integrating the supply Chain Pearson, 2007 14 Susan E Jackson; Randall S.Schuler.Managing Human Resources through Statement Partnership Thomson, 2001 APPENDICES HCMC PHARMACEUTICAL RETAILS SITUATION Source: Statistics Republish House 2005 District Area of land square(km2) Population Average Population Number of drugstores Average drugstores District 7,73 199,899 25,860 144 1,388/drugs District 49,74 126,084 2,534 54 2,334 District 4,92 199,297 40,507 147 1,355 District 4,18 185,268 44,322 53 3,495 District 4,27 192,157 45,001 155 1,239 District 7,19 243,416 33,548 149 1,633 District 35,69 163,608 4,584 120 1,363 District 19,18 366,251 19,095 113 3,241 District 114,00 207,696 1821 40 5,192 District 10 5,72 235,370 41,148 157 1,499 District 11 5,14 225,908 43,950 152 1,486 District 12 52,78 299,306 5,670 74 4,044 Binh Thanh 20,76 435,300 20,968 274 1,588 Binh Tan 51,89 403,643 7,778 221 1,826 Binh Chanh 252,69 311,702 1,233 194 1,606 Thu Duc 47,76 346,329 7,251 148 2,340 Go Vap 19,74 468,468 23,732 220 2,129 Tan Binh 22,38 394,281 17,617 295 1,336 Tan Phu 16,06 372,519 23,195 284 1,311 Phu Nhuan 4,88 175,716 36,007 90 1,952 Cu Chi 434,50 296,032 681 3,289 Hoc Mon 109,18 251,812 2,306 48 5,246 Nha Be 100,41 73,432 731 13 5,648 Can Gio 704,22 66,444 943 8,305 Total 2,095,1 6,239,938 3,162 1,973 MASTER SALES FORECAST Product Jan Feb March Apr May Jun July Aug Sept Oct Nov Dec Total Medicine $52,730 $54,550 $49,387 $51,012 $51,949 $51,437 $51,499 $51,374 $53,062 $51,624 $50,249 $50,562 $619,435 Milk $3,750 $4,500 $4,313 $3,313 $3,000 $2,750 $3,250 $2,688 $4,063 $4,813 $4,563 $4,938 $45,941 Cosmetics $3,625 $3,938 $4,125 $3,500 $2,438 $3,250 $2,813 $3,000 $2,750 $2,688 $4,000 $4,500 $40,627 Medical Equipment $2,195 $2,312 $2,375 $2,375 $2,813 $2,563 $2,438 $2,938 $2,125 $2,875 $3,188 $3,000 $31,197 $62,300 $65,300 $60,200 $60,200 $60,200 $60,000 $60,000 $60,000 $62,000 $62,000 $62,000 $63,000 $737,200 Total Sales 2008 2009 2010 Q1 Q2 Q3 Q4 Total Q1 Q2 Q3 Q4 Total Q1 Q2 Q3 Q4 $156,667 $154,398 $155,935 $152,435 $619,435 $195,834 $192,998 $194,919 $190,544 $774,294 $244,792 $241,247 $243,648 $238,180 $967,867 Milk $12,563 $9,063 $10,001 $14,314 $45,941 $15,704 $11,329 $12,501 $17,893 $57,426 $19,630 $14,161 $15,627 $22,366 $71,783 Cosmetics $11,688 $9,188 $8,563 $11,188 $40,627 $14,610 $11,485 $10,704 $13,985 $50,784 $18,263 $14,356 $13,380 $17,481 $63,480 $6,882 $7,751 $7,501 $9,063 $31,197 $8,603 $9,689 $9,376 $11,329 $38,996 $10,753 $12,111 $11,720 $14,161 $48,745 $187,800 $180,400 $182,000 $187,000 $737,200 $234,750 $225,500 $227,500 $233,750 $921,500 $293,438 $281,875 $284,375 $292,188 $1,151,875 -3.94% 0.89% 2.75% 25.53% -3.94% 0.89% 2.75% 25.53% -3.94% 0.89% 2.75% Product Medicine Medical Equipment TOTAL SALES QUARTER TO QUARTER CHANGE YEAR TO YEAR CHANGE 25% Total 25% MARETING BUDGET 2008 For the year 2008 Jan Feb Mar Website banner ads $2,000 $2,000 $2,000 Newspapers ads $4,000 $4,000 $300 $300 $3,000 Apr May Jun July Aug $1,000 Sept $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $4,000 $2,000 $2,000 $2,000 $1,000 $1,000 $300 $300 $300 $300 $300 $300 Oct Nov Dec Total $2,000 $2,000 $2,000 $24,000 $1,000 $1,000 $1,000 $1,000 $24,000 $300 $300 $300 $300 $3,600 Advertising News-letter Sponsorships Miscellaneous $3,000 $3,000 $10,000 $200 $100 $100 $100 $100 $100 $100 $100 $100 $100 $100 $200 $1,400 $9,500 $7,400 $6,400 $4,400 $4,400 $4,400 $3,400 $3,400 $6,400 $3,400 $6,400 $3,500 $63,000 15% 12% 10% 7% 7% 7% 5% 5% 10% 5% 10% 6% 100% $350 $350 $350 $350 $350 $350 $350 $350 $350 $350 $350 $350 $4,200 E-Mail to customers Base $10 $10 $10 $10 $10 $10 $10 $10 $10 $10 $10 $10 $120 Miscellaneous $60 $60 $60 $60 $60 $60 $60 $60 $50 $50 $50 $50 $680 $420 $420 $420 $420 $420 $420 $420 $420 $410 $410 $410 $410 $5,000 8% 8% 8% 8% 8% 8% 8% 8% 8% 8% 8% 8% 100% Affiliate Program Costs $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $24,000 Website Operational Costs $1,450 $50 $50 $50 $50 $50 $50 $50 $50 $50 $50 $50 $2,000 Website Content Development $400 $400 $400 $400 $400 $400 $400 $400 $400 $400 $400 $400 $4,800 Gifts $1,000 $3,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $14,000 Total $4,850 $5,450 $3,450 $3,450 $3,450 $3,450 $3,450 $3,450 $3,450 $3,450 $3,450 $3,450 $44,800 11% 12% 8% 8% 8% 8% 8% 8% 8% 8% 8% 8% 100% $14,770 $13,270 $10,270 $8,270 $8,270 $8,270 $7,270 $7,270 $10,260 $7,260 $10,260 $7,360 $112,800 Total % of Total budget Mail Campaigns Direct Mail to customer Base Total % of Total budget Promotional Activities % of Total budget Total Marketing Expenses MARETING BUDGET (2008 – 2010) 2008 Q1 Q2 Q3 2009 Q4 Total Q1 Q2 Q3 2010 Q4 Total Q1 Q2 Q3 Q4 Total Advertising Website banner ads Newspapers ads News-letter Sponsorships Miscellaneous Total % of Total budget Mail Campaigns Direct Mail to customer Base E-Mail to customers Base $6,000 $6,000 $6,000 $6,000 $24,000 $2,000 $2,000 $2,000 $2,000 $8,000 $1,000 $1,000 $1,000 $1,000 $12,000 $6,000 $3,000 $3,000 $24,000 $2,000 $2,000 $2,000 $2,000 $8,000 $0 $0 $0 $0 $0 $900 $900 $900 $900 $3,600 $1,200 $1,200 $1,200 $1,200 $4,800 $1,200 $1,200 $1,200 $1,200 $4,800 $4,000 $0 $3,000 $3,000 $10,000 $4,500 $0 $3,500 $3,500 $11,500 $4,500 $0 $3,500 $3,500 $11,500 $4,000 $400 $300 $300 $400 $1,400 $440 $330 $330 $440 $1,540 $440 $330 $330 $440 $1,540 $23,300 $13,200 $13,200 $13,300 $63,000 $10,140 $5,530 $9,030 $9,140 $33,840 $7,140 $2,530 $6,030 $6,140 $21,840 37% 21% 21% 21% 100% 30% 16% 27% 27% 100% 33% 12% 28% 28% 100% $1,050 $1,050 $1,050 $1,050 $4,200 $1,155 $1,155 $1,155 $1,155 $4,620 $1,271 $1,271 $1,271 $1,271 $5,082 $145 $30 $30 $30 $30 $120 $33 $33 $33 $33 $132 $36 $36 $36 $36 $180 $180 $170 $150 $680 $198 $198 $187 $165 $748 $218 $218 $206 $182 $823 $1,260 $1,260 $1,250 $1,230 $5,000 $1,386 $1,386 $1,375 $1,353 $5,500 $1,525 $1,525 $1,513 $1,488 $6,050 25% 25% 25% 25% 100% 25% 25% 25% 25% 100% 25% 25% 25% 25% 100% Affiliate Program Costs $6,000 $6,000 $6,000 $6,000 $24,000 $8,000 $8,000 $8,000 $8,000 $32,000 $12,000 $12,000 $12,000 $12,000 $48,000 Website Operational Costs Website Content Development $1,550 $150 $150 $150 $2,000 $1,705 $165 $165 $165 $2,200 $1,790 $173 $173 $173 $2,310 $1,200 $1,200 $1,200 $1,200 $4,800 $1,320 $1,320 $1,320 $1,320 $5,280 $1,452 $1,452 $1,452 $1,452 $5,808 Gifts $5,000 $3,000 $3,000 $3,000 $14,000 $8,000 $6,000 $6,000 $6,000 $26,000 $12,000 $8,000 $8,000 $12,000 $40,000 Total $13,750 $10,350 $10,350 $10,350 $44,800 $19,025 $15,485 $15,485 $15,485 $65,480 $27,242 $21,625 $21,625 $25,625 $96,118 31% 23% 23% 23% 100% 29% 24% 24% 24% 100% 28% 22% 22% 27% 100% $38,310 $24,810 $24,800 $24,880 $112,800 $30,551 $22,401 $25,890 $25,978 $104,820 $35,907 $25,680 $29,168 $33,254 $124,008 Miscellaneous Total % of Total budget Promotional Activities % of Total budget Total Marketing Expenses CONTRIBUTION MARGIN AND BREAK-EVEN ANALYSIS 2008 Product 2009 2010 Q1 Q2 Q3 Q4 Total Q1 Q2 Q3 Q4 Total Q1 Q2 Q3 Q4 Total $279,874 $236,811 $237,749 $287,248 $1,041,682 $349,843 $296,014 $297,186 $359,060 $1,302,103 $437,303 $370,017 $371,483 $448,825 $1,627,628 Milk $12,563 $9,063 $10,001 $14,314 $45,941 $15,704 $11,329 $12,501 $17,893 $57,426 $19,630 $14,161 $15,627 $22,366 $71,783 Cosmetics $11,688 $9,188 $8,563 $11,188 $40,627 $14,610 $11,485 $10,704 $13,985 $50,784 $18,263 $14,356 $13,380 $17,481 $63,480 $7,312 $7,751 $7,501 $9,063 $31,627 $9,140 $9,689 $9,376 $11,329 $39,534 $11,425 $12,111 $11,720 $14,161 $49,417 $311,437 $262,813 $263,814 $321,813 $1,159,877 $389,296 $328,516 $329,768 $402,266 $1,449,846 $486,620 $410,645 $412,209 $502,833 $1,812,308 Medicine Medical Equipment TOTAL SALES $38,310 $24,810 $24,800 $24,880 $112,800 $30,551 $22,401 $25,890 $25,978 $104,820 $35,907 $25,680 $29,168 $33,254 $124,008 TOTAL VARIABLE COSTS $280,293 $236,532 $237,433 $289,632 $1,043,889 $350,367 $295,665 $296,791 $362,040 $1,304,862 $437,958 $369,581 $370,988 $452,550 $1,631,077 TOTAL COSTS $318,603 $261,342 $262,233 $314,512 $1,156,689 $380,918 $318,066 $322,681 $388,018 $1,409,682 $473,865 $395,261 $400,156 $485,803 $1,755,085 -$7,166 $1,471 $1,581 $7,301 $3,188 $8,379 $10,451 $7,087 $14,249 $40,165 $12,755 $15,385 $12,053 $17,030 $57,223 $412 $443 $2,044 $893 $2,346 $2,926 $1,984 $3,990 $11,246 $3,571 $4,308 $3,375 $4,768 $16,022 $1,059 $1,139 $5,257 $2,295 $6,033 $7,524 $5,102 $10,259 $28,919 $9,184 $11,077 $8,678 $12,261 $41,200 TOTAL FIXED COSTS INCOME INCOME TAXES NET INCOME BREAK-EVEN POINT -$7,166 Break-even QUESTIONNAIRES (PH NG V N) When you’re sick Where you often visit? (Khi b b nh thông th ng, anh (ch ) th ng n ?) a/ Hospital (B nh vi n) b/ Doctor office (Phòng m ch bác s ) c/ Drugstore (Nhà thu c) d/ Family doctor (Bác s gia ình) Where would you like to buy for your prescriptions? (Khi i khám b nh b nh vi n b n th ng mua thu c âu?) a/ The drugstore nearby hospital b/ The drugstore nearby your house Qu y thu c g n b nh vi n Qu y thu c g n nhà c/ The big drugstore d/ The drugstore in the supermarket Nhà thu c l n Qu y thu c siêu th Which criteria of the drugstore you choose for? (Khi ch n nhà thu c mua thu c, b n ch n theo tiêu chí nào?) a/ Having the consultative doctors (Nhà thu c có bác s t v n) b/ Having the consultaive pharmacists (Nhà thu c có d c s t v n) c/ Diversity (Nhà thu c có nhi u lo i thu c) d/ Reasonable Price (Nhà thu c có giá c h p lý) Which kinds of medicine you often buy for your needs? (Khi có nhu c u mua thu c, b n th ng mua lo i thu c nào?) a/ Foreign medicine b/ Domestic Medicine Thu c ngo i nh p Thu c n i c/ Socialist medicine d/ Traditional medicine Thu c ngo i giá r Thu c dân t c What’s your attention when you buy medicine? (Khi s d ng thu c b n th ng quan tâm n i u gì?) a/ Quality b/ Side-effect Ch t l ng c a thu c Tác d ng ph c a thu c c/ Usage d/ Effective D ng dùng c a thu c Hi u qu i u tr What factors effect to your buying decision? (Y u t tác ng n quy t nh mua c a b n?) a/ The pharmacists b/ The advertising D cs Qu ng cáo c/ The producers d/ Promotion Nhà s n xu t Khuy n What’s your expectation of the pharmacists ( i u b n mong mu n ng i d c s bán thu c) a/ Professional (Chuyên môn t t) b/ A good attitude (Thái ph c v t t) c/ Fastly (Nhanh chóng) d/ Exactly (Chính xác) What is your other expectation ? (Ngồi vi c c mua thu c t t b n mong mu n) a/ Reduce price b/ Telephonic consultant Gi m giá thu c T v n qua i n tho i,th c/ Có d ch v mi n phí o huy t áp, cân n ng Free service blood pressure,weight… d/ Having the invoice Có hóa n tính ti n Which person in your family often buy medicine? (Khi có nhu c u mua thu c gia ình b n ng a/ The husband (Ch ng) c/ Issue (Con) -End Thank you for your attention Chân thành cám n s quan tâm c a b n i i mua?) b/ The wife (V ) d/ Others (Khác) i nt RESULT OF MARKET RESEARCH 80 70 A B C D Q1 8.4 7.4 72 12.2 Q2 13 58.1 27.5 1.4 Q3 7.9 33.03 24.7 34.37 Q4 59.5 11.6 28 0.9 Q5 36.33 16.7 1.4 45.57 Q6 70.7 12.5 16.3 0.5 Q7 48.6 32.4 5.1 13.9 Q8 25.5 20.6 40.4 13.5 Q9 37.8 50.2 11 60 % 50 A B 40 C D 30 20 10 Q1 Q2 Q3 Q4 Q5 Q6 Q7 Q8 Q9 THANH CONG 5T-5C STANDARD THANH CONG COMPANY ACTIVITIES THANH CONG COMPANY ACTIVITIES ... http://www.hochiminhcity.gov.vn http://www.hochiminhcity.gov.vn http://www.hochiminhcity.gov.vn Ü SUPPLIER POWER Ü BUYER POWER HCMC has 891 Pharmaceutical Ltd Companies8, most of medicine has been... is “Understanding thorough your desires” - Generating profit - TCC leads into leader in pharmaceutical retailing industry + Maintaining and developing a chain TCC– “understanding thorough your... are main advantages of My Chau drugstores Ü Minh Chau drugstores is quite large chain, with drugstores in HCMC, main actions is selling medicine according to doctors’ prescriptions, its advantages