EVALUATION OF DISTRIBUTION CHANNEL IN THE DAIRY INDUSTRY

Topics: Milk, Marketing, Dairy product Pages: 24 (14377 words) Published: November 3, 2014

EVALUATION OF DISTRIBUTION CHANNEL IN THE DAIRY INDUSTRY

CONTENTS
TOC \h \z \t "1,1,2,2,3,3" INTRODUCTION PAGEREF _Toc402186732 \h 4CHAPTER 1: THOERICAL FRAMEWORK PAGEREF _Toc402186733 \h 61.1 OVERVIEW OF DISTRIBUTION CHANNEL PAGEREF _Toc402186734 \h 61.1.1 Definition of distribution PAGEREF _Toc402186735 \h 61.1.2 Definition of distribution channel PAGEREF _Toc402186736 \h 71.1.3 Characteristics of distribution channels PAGEREF _Toc402186737 \h 81.1.4 The role of distribution in marketing: PAGEREF _Toc402186738 \h 101.1.5. Functions of distribution channels PAGEREF _Toc402186739 \h 111.2 CHANNELS OF DISTRIBUTION PAGEREF _Toc402186740 \h 111.2.1 Types of Channels of Distribution PAGEREF _Toc402186741 \h 111.2.2 Participants in distribution: PAGEREF _Toc402186742 \h 131.2.3. Structural features of channel PAGEREF _Toc402186743 \h 151.3 THE FRAMEWORK DESIGNING DISTRIBUTION CHANNEL PAGEREF _Toc402186744 \h 171.3.1 The content and characteristics of the distribution channel management: PAGEREF _Toc402186745 \h 171.3.2 Steps in designing distribution channel PAGEREF _Toc402186746 \h 181.4 FACTORS AFFECTING THE DISTRIBUTION CHANNEL PAGEREF _Toc402186747 \h 19CHAPTER 2: FINDINGS ON DISTRIBUTION CHANNELS OF THE DAIRY INDUSTRY PAGEREF _Toc402186748 \h 202.1 OVERVIEW OF VIETNAM’S DAIRY INDUSTRY PAGEREF _Toc402186749 \h 202.1.1. Dairy products in Vietnam PAGEREF _Toc402186750 \h 202.1.2. Findings on Distribution channel system of vietnamese dairy: PAGEREF _Toc402186751 \h 212.2 OVERVIEW OF VINAMILK DISTRIBUTION CHANNEL PAGEREF _Toc402186752 \h 232.3. FACTORS AFFECTING DISTIBUTION CHANNEL OF VINAMILK PAGEREF _Toc402186753 \h 242.3.1. Resource capacity and operational characteristics of the enterprise: PAGEREF _Toc402186754 \h 242.3.2. Characteristics of the product: PAGEREF _Toc402186755 \h 242.3.3. Characteristics of target customers: PAGEREF _Toc402186756 \h 252.3.4. Characteristics of commercial intermediaries: PAGEREF _Toc402186757 \h 252.3.5. Channel’s goals: PAGEREF _Toc402186758 \h 262.3.6. Gender and environmental factors: PAGEREF _Toc402186759 \h 262.4. STEPS IN DESIGNING DISTRIBUTION CHANNEL PAGEREF _Toc402186760 \h 272.4.1. Examples design distribution channel for Probi yogurt product of Vinamilk PAGEREF _Toc402186761 \h 272.4.2. Design distribution channel of TH True Milk PAGEREF _Toc402186762 \h 28CHAPTER 3: SOLUTIONS TO IMPROVE THE DISTRIBUTION CHANNEL IN DAIRY INDUSTRY PAGEREF _Toc402186763 \h 323.1 MEASURES TO IMPROVE THE EFFICENCY OF DISTRIBUTION CHANNEL PAGEREF _Toc402186764 \h 323.1.1 Product solutions: PAGEREF _Toc402186765 \h 323.1.2. Solutions for price: PAGEREF _Toc402186766 \h 353.2 SOME PROPOSED PRICING STRATEGY FOR VINAMILK PAGEREF _Toc402186767 \h 373.3. THE DIRECT MARKETING SOLUTIONS PAGEREF _Toc402186768 \h 383.4. THE SOLUTION FOR PRODUCT DISTRIBUTION PAGEREF _Toc402186769 \h 393.4.1. Policy agents: PAGEREF _Toc402186770 \h 393.4.2. Construction management and distribution system PAGEREF _Toc402186771 \h 393.5. THE OTHER SOLUTIONS: PAGEREF _Toc402186772 \h 403.5.1.Promotion: PAGEREF _Toc402186773 \h 403.5.2. Communications policy PAGEREF _Toc402186774 \h 41CONCLUSION PAGEREF _Toc402186775 \h 43

INTRODUCTIONTopic
Since 2003, our country's economy has entered the integration of diverse variations of the global economy with more complicated as market supply and demand situation is not stable, and the fierce competition influences from the Middle East war. Our country initially implemented AFTA, CEPT towards the elimination of all restrictions to trade and tariff reduction schedule, the domestic production activities therefore also difficult in the next competition. Vietnam businesses face is facing a big chance from the process of international economic integration, on the other hand faces many challenges. As a new State company switched from the equitization in October 2003, specializes in production and trading of dairy products, JSC Vietnam Dairy Products (Vinamilk) does not stand apart from the...
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