Managing distribution channel for beer products in habeco trading one member company limited = đẩy mạnh quản lý kênh phân phối các sản phẩm Bia Hà Nội tại Công ty TNHH MTV thương mại HABECO

ĐẠI HỌC QUỐC GIA HÀ NỘI KHOA QUẢN TRỊ VÀ KINH DOANH - NGUYỄN MẠNH HÙNG MANAGING DISTRIBUTION CHANNEL FOR BEER PRODUCTS IN HABECO TRADING ONE MEMBER COMPANY LIMITED ĐẨY MẠNH QUẢN LÝ KÊNH PHÂN PHỐI CÁC SẢN PHẨM BIA HÀ NỘI TẠI CÔNG TY TNHH MTV THƯƠNG MẠI HABECO LUẬN VĂN THẠC SĨ QUẢN TRỊ KINH DOANH HÀ NỘI - 2018 ĐẠI HỌC QUỐC GIA HÀ NỘI KHOA QUẢN TRỊ VÀ KINH DOANH - NGUYỄN MẠNH HÙNG MANAGING DISTRIBUTION CHANNEL FOR BEER PRODUCTS IN HABECO TRADING ONE MEMBER COMPANY LIMITED ĐẨY MẠNH QUẢN LÝ KÊNH PHÂN PHỐI CÁC SẢN PHẨM BIA HÀ NỘI TẠI CÔNG TY TNHH MTV THƯƠNG MẠI HABECO Chuyên ngành: Quản trị kinh doanh Mã số: 60 34 01 02 LUẬN VĂN THẠC SĨ QUẢN TRỊ KINH DOANH NGƯỜI HƯỚNG DẪN KHOA HỌC: PGS.TS HỒNG ĐÌNH PHI Hà Nội - 2018 DECLARATION I declare that the research outcome in this thesis is the result of my independent work during study and research period and it is not yet published in other’s research and article The other’s research result and documentation (extraction, table, figure, formula, and other document) used in the thesis are cited properly and the permission (if required) is given I am responsible in front of the Thesis Assessment Committee, Hanoi School of Business and Management, and the laws for above-mentioned declaration ACKNOWLEDGEMENT “First of all, I would like to send my faithful thanks to Hanoi School of Business, Vietnam National University (HSB, VNU) with all the members, lecturers and assistants for the whole knowledge, experience that has been taught and transferred through comprehensive lectures, discussions and exams in the passing time of MBA 10 course.” “Secondly, I would also want to express my sincere appreciation to my supervisor, Assoc Prof Dr Hoang Dinh Phi His wide knowledge and logical thought of business management in general, especially of marketing field has brought great values to me Based on his own experience, he had instructed and encouraged me so much to help me complete this MBA thesis.” “Thirdly, one of the most important factors which supports me to finish this thesis is the willing help of many people working at Habeco Trading One Member Company Limited, especially the leaders, who are very busy at business but still be passionate in answering my interviews Absolutely, without their opinions and information, I could never be able to complete this thesis in a practical and proper manner.” “Finally, I would like to save my special thanks to my family, without their encouragement and support, it would be extremely difficult for me to be totally focus on completing my thesis which is one of my biggest targets in this recent time.” TABLE OF CONTENTS ABBREVIATIONS i LIST OF TABLES iii LIST OF FIGURES iv EXECUTIVE SUMMARY CHAPTER 1: INTRODUCTION 1.1 Rationale 1.2 Research objectives 1.3 Research object 1.4 Research scope 1.5 Research methodology 1.5.1 Research process 1.5.2 Data collection 1.5.3 Data analysis 1.6 Research structure CHAPTER 2: THEORETICAL BACKGROUND ON DISTRIBUTION CHANNEL MANAGEMENT FOR BEER INDUSTRY 10 2.1 Introduction of beer industry 10 2.1.1 Beer industry in the world 10 2.1.2 Beer industry in Vietnam 13 2.2 Overview of distribution channel 14 2.2.1 Definition of distribution channel 14 2.2.2 Role of distribution intermediaries 15 2.2.3 Functions of distribution channel 15 2.2.4 Kinds of distribution channel 16 2.3 Distribution channel management 17 2.3.1 Selecting channel member 17 2.3.2 Controlling conflict between channel members 18 2.3.3 Motivating channel members 19 2.3.4 Evaluating distribution channel 20 2.4 Factors affecting distribution channel 21 2.4.1 Market considerations 21 2.4.2 Product considerations 22 2.4.3 Middlemen considerations 23 CHAPTER 3: LITERATURE REVIEW 24 3.1 Previous studies on distribution channel management 24 3.2 Distribution channel management model applied for Habeco 27 CHAPTER 3: CURRENT SITUATION OF DISTRIBUTION CHANNEL MANAGEMENT FOR BEER PRODUCTS OF HABECO TRADING ONE MEMBER COMPANY LIMITED 32 4.1 Overview of Habeco Trading One Member Company Limited 32 4.1.1 History of development and establishment 32 4.1.2 Organizational structure 37 4.1.3 Human resources 38 4.1.4 Current situation of distribution channel system of Habeco 39 4.2 Dimensions and attributions to manage distribution channel for beer products in Habeco Trading One Member Company Limited 43 4.3 Sample size description 44 4.3.1 Gender 44 4.3.2 Age 45 4.3.3 Obtained degree 46 4.3.4 Working seniority 47 4.4 Actual situation of distribution channel for beer products in Habeco Trading One Member Company Limited 47 4.4.1 Selecting members for distribution channel 47 4.4.2 Training members for distribution channel 53 4.4.3 Motivating members for distribution channel 57 4.4.4 Evaluating distribution channel 62 4.5 Assessment of distribution channel management at Habeco Trading One Member Co., Ltd 66 4.5.1 Achievements 66 4.5.2 Shortcomings 66 4.5.3 Causes of shortcomings 68 CHAPTER 5: SOLUTIONS TO STRENGTHEN DISTRIBUTION CHANNEL MANAGEMENT AT HABECO TRADING ONE MEMBER CO., LTD 72 5.1 Developing orientation of distribution channel management at Habeco Trading One Member Co., Ltd 72 5.1.1 General developing orientation of Habeco Trading One Member Co., Ltd 72 5.1.2 Developing orientation of distribution channel management at Habeco Trading One Member Co., Ltd 73 5.2 Solutions to strengthen the distribution channel management at Habeco Trading One Member Co., Ltd 73 5.2.1 Improve criteria for selecting channel members 73 5.2.2 Improve training courses for channel members 74 5.2.3 Improve motivation policy for channel member 75 5.2.4 Improve evaluation method for channel members 76 5.2.5 Improve cooperation with channel members 78 5.3 Recommendations 79 5.3.1 Recommendation to the State management agencies 79 5.3.2 Recommendation to the intermediaries 81 CONCLUSION 84 LIST OF REFERENCES 85 APPENDIX 87 APPENDIX 88 APPENDIX 92 ABBREVIATIONS 4P : Product, Price, Place, Promotion ABI : Anheuser-Busch InBev Assoc Pro : Associate Doctor Bancassur ance : Bank + Insurance BL : Billion BOD : Board of Directors BVGI : Bao Viet Insurance Corporation Co., Ltd : Company Limited DC : Distribution Channel Dr : Doctor e.g : for example et al : and others etc : et cetera FMCG : Fast Moving Consumer Goods Habeco : Habeco Trading One Member Company Limited HRM Dept : Human Resources Management Department HSB : Hanoi School of Business i.e : mean IT : Information Technology KPI : Key Performance Indicator MBA : Master in Business Administration No : Number PR : Public Relations Sabeco : Saigon Alcohol Beer & Beverages Corp TPP : Trans Pacific Partnership Agreement i TV : Television UK : United Kingdom US : United States USA : United States of America VBL : Vietnam Brewery Limited VNU : Vietnam National University ii LIST OF TABLES Table 4.1: Habeco Trading One Member Co., Ltd’s staff qualification in 2017 39 Table 4.2: Dimensions and attributions to manage distribution channel for beer products in Habeco Trading One Member Company Limited 43 Table 4.3: Criteria for evaluating distribution channels of Habeco Trading One Member Co., Ltd 50 Table 4.4: Actual situation of selecting member for DC at Habeco Trading One Member Co., Ltd 51 Table 4.5: Actual situation of training member for DC at Habeco Trading One Member Co., Ltd 55 Table 4.6: Actual situation of motivating member for DC at Habeco Trading One Member Co., Ltd 59 Table 4.7: Actual situation of evaluating DC at Habeco Trading One Member Co., Ltd 63 iii ... GIA HÀ NỘI KHOA QUẢN TRỊ VÀ KINH DOANH - NGUYỄN MẠNH HÙNG MANAGING DISTRIBUTION CHANNEL FOR BEER PRODUCTS IN HABECO TRADING ONE MEMBER COMPANY LIMITED ĐẨY MẠNH QUẢN LÝ KÊNH PHÂN PHỐI CÁC... Selecting members for distribution channel 47 4.4.2 Training members for distribution channel 53 4.4.3 Motivating members for distribution channel 57 4.4.4 Evaluating distribution. .. QUẢN LÝ KÊNH PHÂN PHỐI CÁC SẢN PHẨM BIA HÀ NỘI TẠI CÔNG TY TNHH MTV THƯƠNG MẠI HABECO Chuyên ngành: Quản trị kinh doanh Mã số: 60 34 01 02 LUẬN VĂN THẠC SĨ QUẢN TRỊ KINH DOANH NGƯỜI HƯỚNG DẪN