DSpace at VNU: Developing distribution channels for Viet Tinh Anh Joint Stock Company to boost the sales of the imported LEGO Toys

Developing distribution channels for Viet Tinh Anh Joint Stock Company to boost the sales of the imported LEGO Toys Đỗ Thu Hằng Khoa Quản trị Kinh doanh Luận văn Thạc sĩ ngành: Quản trị kinh doanh; Mã số: 60 34 05 Người hướng dẫn: Dr Nguyễn Thị Phi Nga Năm bảo vệ: 2011 Keywords Quản lý tiếp thị; Kinh doanh; Đồ chơi; Phân phối sản phẩm Content TABLE OF CONTENTS ACKNOWLEDGEMENT ABSTRACT TÓM TẮT TABLE OF CONTENTS LIST OF FIGURES AND PICTURES LIST OF TABLES INTRODUCTION Significance of the Topic Literature Review Objectives of the Thesis Scope of the Thesis Research questions Research Methodology Expected Results Structure of the Study CHAPTER 1: GENERAL THEORETICAL BACKGROUND 1.1 Definition of distribution channels and their functions 1.1.1 Definition of distribution channels 1.1.2 Functions of Distribution Channels 1.2 Operating Distribution Channels 1.2.1 Definition of operating distribution channels 1.2.2 Basic elements of a distribution channel 1.2.3 Step of distribution channel’s management 1.2.4 Selecting the optimum distribution channel 1.2.5 Intermediaries selection methods in a distribution channel 1.2.6 Select distribution approach 1.3 Managing distribution channels 1.3.1 Definition of managing distribution channels 1.3.2 Management in distribution’s workflows 1.3.3 Distribution channels’ conflicts management 1.3.4 Assessing the effectiveness of a distribution channel CHAPTER THE CURRENT SITUATION OF IMPORTED - LEGO - TOY DISTRIBUTION CHANNELS AT VIET TINH ANH JSC 2.1 An overview about Viet Tinh Anh JSC and the distribution channels for imported LEGO toys 2.1.1 An overview about the company 2.2 The current situation of imported LEGO toy distribution channel 2.2.1 Designing distribution channel 2.2.2 Managing distribution channel 2.3 Assessing the effectiveness of the imported LEGO toy distribution channel 2.3.1 The effectiveness of the whole channel 2.3.2 The effectiveness of each member in the channel 2.4 An analysis of the affecting factors to the effectiveness of the LEGO toy distribution channel 2.4.1 Objective factors 2.4.2 Subjective factors CHAPTER SOLUTIONS TO DEVELOP DISTRIBUTION CHANNELS FOR VIET TINH ANH JSC TO BOOST THE SALES OF THE IMPORTED LEGO TOYS 3.1 Business objective and business strategies of Viet Tinh Anh JSC in the coming years 3.1.1 Business objectives and business strategies of the company 3.2 Suggestions to develop distribution channels for Viet Tinh Anh Joint Stock Company 3.2.1 Strategic solutions 3.2.2 Specific solutions CONCLUSION REFERENCES APPENDIX References Vietnamese MA Anh, Ngo Tran Anh, Marketing Management Lecture Dr Ngo Tran Anh and MA Nguyen Tien Dung , Proposal for Graduation Thesis, Faculty of Economics and Management, 2006 MA Nguyen Tien Dung, Marketing Management Lecture MA Le Thi Phuong Hiep, Business Operation Assessment, Science and Technology Publishing House, 2006 MA Ngo Quoc Hung, The development of distribution channels of gold and silver products in Phu Nhuan JSC, 2010 MA Phan Van Thanh, Marketing Communications Financial Management, Faculty of Economics and Management, 2007 Trong Hoang and Hoang Thi Phuong Thao, Marketing Management, Statistics Publishing House, 2006 English Chan Kim W and Renee Mauborgne, Blue Ocean Strategy: How to Create Uncontested Market Space and Make Competition, Harvard Business School Press 10 Charles W Lamb, Joseph F Hair and Carl McDaniel, Essential of Marketing, Jan 1, 2011 11 Eugene Mick Kolassa, James Greg Perkins and Bruce R Siecker, Pharmaceutical Marketing: Principles, Environment, and Practice, Mar 12, 2002 12 Gary L Lilien, Arvind Rangaswamy and Arnaud De Bruyn, Principle of Marketing Engineering, Jul 3, 2007 13 Jennifer Lees - Marshment, Political Marketing: Principles and Applications, Aug 16, 2009 14 Louis E Boone and David L Kurtz, Contemporary Marketing, Jan 3, 2007 15 16 2009 Paul Christ, Know This: Marketing Basis, Sep 6, 2008 Philip Kotier and Gary Armstrong, Principles of Marketing, 13th edition, Jan 7, Websites 17 18 19 http://www.articlesnatch com http : //www.researchandmarkets com www.viettinhanh.com.vn ... SOLUTIONS TO DEVELOP DISTRIBUTION CHANNELS FOR VIET TINH ANH JSC TO BOOST THE SALES OF THE IMPORTED LEGO TOYS 3.1 Business objective and business strategies of Viet Tinh Anh JSC in the coming... TINH ANH JSC 2.1 An overview about Viet Tinh Anh JSC and the distribution channels for imported LEGO toys 2.1.1 An overview about the company 2.2 The current situation of imported LEGO toy distribution. .. 1.3.3 Distribution channels conflicts management 1.3.4 Assessing the effectiveness of a distribution channel CHAPTER THE CURRENT SITUATION OF IMPORTED - LEGO - TOY DISTRIBUTION CHANNELS AT VIET TINH