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Link tải miễn phí Luận văn: Developing distribution channels for Viet Tinh Anh Joint Stock Company to boost the sales of the imported LEGO Toys = Phát triển kênh phân phối tại công ty cổ phần Việt Tinh Anh nhằm nâng cao doanh thu bán hàng cho dòng đồ chơi nhập khẩu Lego. Luận văn ThS. Kinh doanh và quản lý : 60 34 05
Nhà xuất bản: HSB
Ngày: 2011
Chủ đề: Quản lý tiếp thị
Kinh doanh
Đồ chơi
Phân phối sản phẩm
Miêu tả: 81 p. + CD-ROM
Luận văn ThS. Quản trị kinh doanh -- Khoa Quản trị kinh doanh. Đại học Quốc gia Hanoi, 2011
TABLE OF CONTENTS
ACKNOWLEDGEMENT ................................................................................. i
ABSTRACT......................................................................................................ii
TÓM TẮT ........................................................................................................iv
TABLE OF CONTENTS.................................................................................vi
LIST OF ABBREVIATIONS..........................................................................ix
LIST OF TABLES, FIGURES AND PICTURES............................................ x
INTRODUCTION............................................................................................. 1
1. Significance of the Topic .............................................................................. 1
2. Literature Review.......................................................................................... 1
3. Objectives of the Thesis................................................................................ 3
4. Scope of the Thesis ....................................................................................... 4
5. Research questions ........................................................................................ 4
6. Research Methodology.................................................................................. 4
7. Expected Results ........................................................................................... 4
8. Structure of the Study.................................................................................... 5
CHAPTER 1: GENERAL THEORETICAL BACKGROUND....................... 6
1.1. Definition of distribution channels and their functions.......................... 6
1.1.1. Definition of distribution channels .................................................. 6
1.1.2. Functions of Distribution Channels ............................................. 17
1.2. Operating Distribution Channels........................................................ 19
1.2.1. Definition of operating distribution channels .............................. 19
1.2.2. Basic elements of a distribution channel...................................... 20
Ket-noi.com kho tai lieu mien phi Ket-noi.com kho tai lieu mien phivii
1.2.3. Step of distribution channel‘s management................................. 23
1.2.4. Selecting the optimum distribution channel................................. 23
1.2.5. Intermediaries selection methods in a distribution channel......... 24
1.2.6. Select distribution approach......................................................... 27
1.3. Managing distribution channels ......................................................... 28
1.3.1. Definition of managing distribution channels.............................. 28
1.3.2. Management in distribution‘s workflows .................................... 30
1.3.3. Distribution channels‘ conflicts management.............................. 31
1.3.4. Assessing the effectiveness of a distribution channel.................. 33
CHAPTER 2: THE CURRENT SITUATION OF IMPORTED – LEGO –
TOY DISTRIBUTION CHANNELS AT VIET TINH ANH JSC................. 35
2.1. An overview about Viet Tinh Anh JSC and the distribution channels
for imported LEGO toys.............................................................................. 35
2.1.1. An overview about the company.................................................. 35
2.2. The current situation of imported LEGO toy distribution channel .... 42
2.2.1. Designing distribution channel .................................................... 42
2.2.2. Managing distribution channel..................................................... 53
2.3. Assessing the effectiveness of the imported LEGO toy distribution
channel ......................................................................................................... 57
2.3.1. The effectiveness of the whole channel ....................................... 57
2.3.2. The effectiveness of each member in the channel ....................... 58
2.4. An analysis of the affecting factors to the effectiveness of the LEGO
toy distribution channel ............................................................................... 59
2.4.1. Objective factors .......................................................................... 59viii
2.4.2. Subjective factors ......................................................................... 62
CHAPTER 3: SOLUTIONS TO DEVELOP DISTRIBUTION CHANNELS
FOR VIET TINH ANH JSC TO BOOST THE SALES OF THE
IMPORTED LEGO TOYS ............................................................................ 64
3.1. Business objective and business strategies of Viet Tinh Anh JSC in
the coming years .......................................................................................... 64
3.1.1. Business objectives and business strategies of the company....... 64
3.2. Suggestions to develop distribution channels for Viet Tinh Anh Joint
Stock Company............................................................................................ 66
3.2.1. Strategic solutions ........................................................................ 66
3.2.2. Specific solutions ......................................................................... 69
CONCLUSION ............................................................................................... 74
REFERENCES................................................................................................ 76
APPENDIX ..................................................................................................... 78
INTRODUCTION
1. Significance of the Topic
Marketing plays an important role in business activities of enterprises,
especially in the harshly competitive market. Comes to marketing, people
refers directly to the 4 Ps or marketing mix which are the typical features of
marketing activities. Besides, the managing the distribution channels also
plays an important role in the success of the company. However, the job of
managing the distribution channels have not received proper attention of the
many company‘s owners.
Viet Tinh Anh Joint Stock Company, the exclusive distributor of
LEGO – one of the most wanted toys brand – in Vietnam is an example. Since
being established, the company distributes LEGO toys mainly through two
traditional channels: retailing shops and company‘s boutiques in big shopping
centers. However, to make the company grow and compete successfully with
other distributors in the toy market, the company needs to improve the quality
of the existing channels and discover new ones. Thus, after an internship in
Viet Tinh Anh Joint Stock Company and see the urgent needs of the company
to improve the turnover and fame, I would like to write a Thesis on the topic
of ―Developing distribution channels for Viet Tinh Anh Joint Stock Company
to boost the sales of the imported LEGO toys‖. The thesis is expected to
figure out the existing problems in the distribution channel of Viet Tinh Anh
Joint Stock Company and then suggest practical solutions to improve the sales
for the imported LEGO toys from Denmark.
2. Literature Review
In the world history, there have been quite a few books, researches,
articles, etc. relating to marketing, especially, distribution channels. Known as
the father of modern marketing, Phillip Kotler has conducted a numerous
works on marketing such as Principles of Marketing (13th edition, Jan 7, 2009)2
– with co-author Gary Amstrong. In this book, Phillip Kotler and Gary
Amstrong pointed out some most updated measures in modern marketing in
order to make the products most marketable in recent business environments.
The work also succeeded in revealing the role and relationship between
distribution channels with other elements in a marketing strategy.
On the website
distribution channels have referred to many case studies on distribution
strategies of big corporations in the world. Furthermore, the articles focus on
how to reduce channel conflicts, the importance of stock management and
distribution fulfillment to run a business efficiently, internet marketing
distribution, and multi—channel retail integration.
The global outlook series on Distribution Channel Research provides a
collection of statistical anecdotes, market briefs, and concise summaries of
research findings. The report offers a bird‘s eye view of the structure of the
distribution channel system, and the changing trends dotting its landscape.
Discussion on the global market is lined up with concise primers on major
distribution channel markets, such as, Agricultural Sector, Retail Banking,
Insurance Sector, and Mutual Funds. The reader stands to gain an
understanding of market fundamentals, and learn the truth behind multichanneling trends in the developed markets, and the simple math underlying
the correlation between product performances, effective product penetration,
and gap analysis and locating the customer market, among others. The report
highlights recent mergers, acquisitions, and other noteworthy corporate
developments. The retailing/distribution landscape in the US is quantitatively
analyzed, and annotated with 46 market data rich tables that portray the
prevalent retailing practices and distribution infrastructure scenario in select
industries such as Cosmetics (Fragrances, Hair Care, Health & Beauty Aids),
Office Products, Consumer Food & Beverage Products, Individual Life
Insurance, Lamps, Table Linens, Home Textiles, Wall Décor, FashionLicensed Merchandise, and Over-the-Counter Drugs, among others. Other
Ket-noi.com kho tai lieu mien phi Ket-noi.com kho tai lieu mien phi3
briefly discussed and statistically illustrated regional markets include France,
Italy, UK, China, and India. Also included is an indexed, easy-to-refer, factfinder directory listing the addresses, and contact details of 2,281 companies
worldwide.
In Vietnam, there have been also many researches on marketing as well
as distribution channels because of the developing business atmosphere
recently. Especially, MA Ngo Quoc Hung finished a master thesis on
distribution channel ―The development of distribution channels of gold and
silver products in Phu Nhuan JSC‖. However, the thesis was on a very
different kind of products – gold and silver products rather than toys for
children. So far, there has never been any thesis or research on toys products
in Vietnam. More importantly, the LEGO toy products are quite different
because of its high price, besides, it can Giúp children develop physical and
mental health.
Therefore, the author believes that the theme of the thesis is worth to be
researched. Moreover, in the current situation of toy distribution industry in
Vietnam which has often delivered Chinese products, the research‘s result
may Giúp Viet Tinh Anh JSC to sustain and develop its own distribution
channels for high price – high quality LEGO toys, not mention to make a
good mirror for other companies to follow.
3. Objectives of the Thesis
The Thesis applies academic theories about distribution channels and
significant characteristics of toy market to analyse the situation of Viet Tinh
Anh JSC in managing its current distribution channels. Basing on the analysis
of the strong points and weak points of the existing channels, a
comprehensive set of solutions will be suggested to improve the distribution
channels of the company in the coming time.4
4. Scope of the Thesis
The Thesis studies the operation of distribution channels of Viet Tinh
Anh JSC in the past two years and the next three coming years, regarding the
other competitors in the toy market and the current business setting of
Vietnam.
Because of the limited time and competence, the Thesis mainly focuses
on studying the distribution channels of Viet Tinh Anh JSC for LEGO toys in
the recent years with the limited area of the Northern provinces (mainly in
Hanoi and Hai Phong).
5. Research questions
- What is distribution channel and its role in marketing?
- How does Viet Tinh Anh JSC operate its distribution channels?
- How to improve Viet Tinh Anh's distribution channel to increase its
profit?
6. Research Methodology
To reach the above objectives, the current thesis use the traditional research
methodology which starting with the background of channel distribution and
then the situation of the distribution of Viet Tinh Anh case to find the
application lessons for the company to improve the effectiveness of this
action in the future. Most of the analysed documents in this curent reseach
were collected through the secondary data
7. Expected Results
- Giving an overview of the main characteristics of high-end toy market
in big cities in Vietnam.
- Finding out strong points and weak points of the operating and
managing the LEGO toy distribution channels of Viet Tinh Anh JSC.
- Suggesting solutions to improve the distribution channels for Viet Tinh
Anh SJC to boost the sales of the imported LEGO toys.
Ket-noi.com kho tai lieu mien phi Ket-noi.com kho tai lieu mien phi5
8. Structure of the Study
INTRODUCTION
CHAPTER 1: GENERAL THEORETICAL BACKGROUND
CHAPTER 2: THE CURRENT SITUATION OF IMPORTED
LEGO TOY DISTRIBUTION CHANNELS AT VIET TINH ANH JSC
CHAPTER 3: SOLUTIONS TO DEVELOP DISTRIBUTION
CHANNELS FOR VIET TINH ANH JSC TO BOOST THE SALES OF
THE IMPORTED LEGO TOYS
CONCLUSION6
CHAPTER 1: GENERAL THEORETICAL BACKGROUND
1.1. Definition of distribution channels and their functions
1.1.1. Definition of distribution channels
1.1.1.1. Definition of distribution channels
The definition of a distribution channel can be seen as followed:
A path through which goods and services flow in one direction (from
vendor to the consumer), and the payments generated by them that flow in the
opposite direction (from consumer to the vendor). (BusinessDictionary.com)
The chain of businesses or intermediaries through which a good or service
passes until it reaches the end consumer. A distribution channel can include
wholesalers, retailers, distributors and even the internet. Channels are
broken into direct and indirect forms, with a "direct" channel allowing the
consumer to buy the good from the manufacturer and an "indirect" channel
allowing the consumer to buy the good from a wholesaler. Direct channels
are considered "shorter" than "indirect" ones.
(
The mechanism or method by which a business brings its products to
market, or distributes its products to its target customers and generates sales.
A given business may have multiple distribution channel
CONCLUSION
As far as concerned, the three research questions have been answered
throughout this thesis. So far, readers have had ideas about, first, the nature of
distribution channel and its role in marketing. Second, they have understood
how Viet Tinh Anh JSC has operated its distribution channels from the
beginning till now when it achieved very first successful business results.
Third, the thesis has given Viet Tinh Anh JSC feasible solutions to improve
its distribution channel in order to increase profits.
More specifically, Chapter 1 has given out the definition and the
functions of distribution channels, the distribution channels operation and
distribution channels management. Chapter 2, based on theoretical
background in Chapter 1, has revealed overview about Viet Tinh Anh JSC
and its current situation of imported LEGO toys distribution channels. Beside,
the Chapter has also assess the effectiveness of the imported LEGO toy
distribution channels, as well as affecting factors to the effectiveness of the
LEGO toy distribution channels. Accordingly, Chapter 3, giving solutions to
develop distribution channels for Viet Tinh Anh JSC to boost the sales of the
imported LEGO toys, has shown business objectives and strategies of Viet
Tinh Anh JSC in coming years. Based on such objectives and strategies, the
author has given the company suggestions to develop distribution channels for
Viet Tinh Anh JSC.
As mentioned in the scope of the thesis in the Introduction, the thesis
just studies the operation of distribution channels of Viet Tinh Anh JSC in the
past 2 years and next three coming years. However, thanks to an appropriate
research methodology which is traditional, expected results of the thesis has
been achieved. More detailed, the thesis has given main features of high-end
toy market in big cities in Vietnam. It also has found out strengths and
weaknesses in operation and management of Viet Tinh Anh JSC‘s distribution
Ket-noi.com kho tai lieu mien phi Ket-noi.com kho tai lieu mien phi75
channels. Finally, the thesis has dealt with suggestions and solutions to
improve the distribution channels for Viet Tinh Anh JSC to boost the sales of
the imported LEGO toys.
It is expected that the thesis has succeeded in giving readers an obvious
view on the issues throughout the paper. Moreover, the author does hope that
Viet Tinh Anh JSC has found the thesis worthwhile to be taken into
consideration, so that the company can find feasible solutions to strengthen its
distribution channels. In turn, it helps to increase its sales revenue in the next
three years.
Last but not least, during the preparation and conduct of the thesis, the
author can not Giúp avoiding possible mistakes. So, the author welcomes all of
your feedbacks, comments, and suggestions on the themes as well as the
deployment of the research paper. All of your contributions to make the thesis
better are highly appreciated
Do Drive thay đổi chính sách, nên một số link cũ yêu cầu duyệt download. các bạn chỉ cần làm theo hướng dẫn.
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Nhà xuất bản: HSB
Ngày: 2011
Chủ đề: Quản lý tiếp thị
Kinh doanh
Đồ chơi
Phân phối sản phẩm
Miêu tả: 81 p. + CD-ROM
Luận văn ThS. Quản trị kinh doanh -- Khoa Quản trị kinh doanh. Đại học Quốc gia Hanoi, 2011
TABLE OF CONTENTS
ACKNOWLEDGEMENT ................................................................................. i
ABSTRACT......................................................................................................ii
TÓM TẮT ........................................................................................................iv
TABLE OF CONTENTS.................................................................................vi
LIST OF ABBREVIATIONS..........................................................................ix
LIST OF TABLES, FIGURES AND PICTURES............................................ x
INTRODUCTION............................................................................................. 1
1. Significance of the Topic .............................................................................. 1
2. Literature Review.......................................................................................... 1
3. Objectives of the Thesis................................................................................ 3
4. Scope of the Thesis ....................................................................................... 4
5. Research questions ........................................................................................ 4
6. Research Methodology.................................................................................. 4
7. Expected Results ........................................................................................... 4
8. Structure of the Study.................................................................................... 5
CHAPTER 1: GENERAL THEORETICAL BACKGROUND....................... 6
1.1. Definition of distribution channels and their functions.......................... 6
1.1.1. Definition of distribution channels .................................................. 6
1.1.2. Functions of Distribution Channels ............................................. 17
1.2. Operating Distribution Channels........................................................ 19
1.2.1. Definition of operating distribution channels .............................. 19
1.2.2. Basic elements of a distribution channel...................................... 20
Ket-noi.com kho tai lieu mien phi Ket-noi.com kho tai lieu mien phivii
1.2.3. Step of distribution channel‘s management................................. 23
1.2.4. Selecting the optimum distribution channel................................. 23
1.2.5. Intermediaries selection methods in a distribution channel......... 24
1.2.6. Select distribution approach......................................................... 27
1.3. Managing distribution channels ......................................................... 28
1.3.1. Definition of managing distribution channels.............................. 28
1.3.2. Management in distribution‘s workflows .................................... 30
1.3.3. Distribution channels‘ conflicts management.............................. 31
1.3.4. Assessing the effectiveness of a distribution channel.................. 33
CHAPTER 2: THE CURRENT SITUATION OF IMPORTED – LEGO –
TOY DISTRIBUTION CHANNELS AT VIET TINH ANH JSC................. 35
2.1. An overview about Viet Tinh Anh JSC and the distribution channels
for imported LEGO toys.............................................................................. 35
2.1.1. An overview about the company.................................................. 35
2.2. The current situation of imported LEGO toy distribution channel .... 42
2.2.1. Designing distribution channel .................................................... 42
2.2.2. Managing distribution channel..................................................... 53
2.3. Assessing the effectiveness of the imported LEGO toy distribution
channel ......................................................................................................... 57
2.3.1. The effectiveness of the whole channel ....................................... 57
2.3.2. The effectiveness of each member in the channel ....................... 58
2.4. An analysis of the affecting factors to the effectiveness of the LEGO
toy distribution channel ............................................................................... 59
2.4.1. Objective factors .......................................................................... 59viii
2.4.2. Subjective factors ......................................................................... 62
CHAPTER 3: SOLUTIONS TO DEVELOP DISTRIBUTION CHANNELS
FOR VIET TINH ANH JSC TO BOOST THE SALES OF THE
IMPORTED LEGO TOYS ............................................................................ 64
3.1. Business objective and business strategies of Viet Tinh Anh JSC in
the coming years .......................................................................................... 64
3.1.1. Business objectives and business strategies of the company....... 64
3.2. Suggestions to develop distribution channels for Viet Tinh Anh Joint
Stock Company............................................................................................ 66
3.2.1. Strategic solutions ........................................................................ 66
3.2.2. Specific solutions ......................................................................... 69
CONCLUSION ............................................................................................... 74
REFERENCES................................................................................................ 76
APPENDIX ..................................................................................................... 78
INTRODUCTION
1. Significance of the Topic
Marketing plays an important role in business activities of enterprises,
especially in the harshly competitive market. Comes to marketing, people
refers directly to the 4 Ps or marketing mix which are the typical features of
marketing activities. Besides, the managing the distribution channels also
plays an important role in the success of the company. However, the job of
managing the distribution channels have not received proper attention of the
many company‘s owners.
Viet Tinh Anh Joint Stock Company, the exclusive distributor of
LEGO – one of the most wanted toys brand – in Vietnam is an example. Since
being established, the company distributes LEGO toys mainly through two
traditional channels: retailing shops and company‘s boutiques in big shopping
centers. However, to make the company grow and compete successfully with
other distributors in the toy market, the company needs to improve the quality
of the existing channels and discover new ones. Thus, after an internship in
Viet Tinh Anh Joint Stock Company and see the urgent needs of the company
to improve the turnover and fame, I would like to write a Thesis on the topic
of ―Developing distribution channels for Viet Tinh Anh Joint Stock Company
to boost the sales of the imported LEGO toys‖. The thesis is expected to
figure out the existing problems in the distribution channel of Viet Tinh Anh
Joint Stock Company and then suggest practical solutions to improve the sales
for the imported LEGO toys from Denmark.
2. Literature Review
In the world history, there have been quite a few books, researches,
articles, etc. relating to marketing, especially, distribution channels. Known as
the father of modern marketing, Phillip Kotler has conducted a numerous
works on marketing such as Principles of Marketing (13th edition, Jan 7, 2009)2
– with co-author Gary Amstrong. In this book, Phillip Kotler and Gary
Amstrong pointed out some most updated measures in modern marketing in
order to make the products most marketable in recent business environments.
The work also succeeded in revealing the role and relationship between
distribution channels with other elements in a marketing strategy.
On the website
You must be registered for see links
, many articles ondistribution channels have referred to many case studies on distribution
strategies of big corporations in the world. Furthermore, the articles focus on
how to reduce channel conflicts, the importance of stock management and
distribution fulfillment to run a business efficiently, internet marketing
distribution, and multi—channel retail integration.
The global outlook series on Distribution Channel Research provides a
collection of statistical anecdotes, market briefs, and concise summaries of
research findings. The report offers a bird‘s eye view of the structure of the
distribution channel system, and the changing trends dotting its landscape.
Discussion on the global market is lined up with concise primers on major
distribution channel markets, such as, Agricultural Sector, Retail Banking,
Insurance Sector, and Mutual Funds. The reader stands to gain an
understanding of market fundamentals, and learn the truth behind multichanneling trends in the developed markets, and the simple math underlying
the correlation between product performances, effective product penetration,
and gap analysis and locating the customer market, among others. The report
highlights recent mergers, acquisitions, and other noteworthy corporate
developments. The retailing/distribution landscape in the US is quantitatively
analyzed, and annotated with 46 market data rich tables that portray the
prevalent retailing practices and distribution infrastructure scenario in select
industries such as Cosmetics (Fragrances, Hair Care, Health & Beauty Aids),
Office Products, Consumer Food & Beverage Products, Individual Life
Insurance, Lamps, Table Linens, Home Textiles, Wall Décor, FashionLicensed Merchandise, and Over-the-Counter Drugs, among others. Other
Ket-noi.com kho tai lieu mien phi Ket-noi.com kho tai lieu mien phi3
briefly discussed and statistically illustrated regional markets include France,
Italy, UK, China, and India. Also included is an indexed, easy-to-refer, factfinder directory listing the addresses, and contact details of 2,281 companies
worldwide.
In Vietnam, there have been also many researches on marketing as well
as distribution channels because of the developing business atmosphere
recently. Especially, MA Ngo Quoc Hung finished a master thesis on
distribution channel ―The development of distribution channels of gold and
silver products in Phu Nhuan JSC‖. However, the thesis was on a very
different kind of products – gold and silver products rather than toys for
children. So far, there has never been any thesis or research on toys products
in Vietnam. More importantly, the LEGO toy products are quite different
because of its high price, besides, it can Giúp children develop physical and
mental health.
Therefore, the author believes that the theme of the thesis is worth to be
researched. Moreover, in the current situation of toy distribution industry in
Vietnam which has often delivered Chinese products, the research‘s result
may Giúp Viet Tinh Anh JSC to sustain and develop its own distribution
channels for high price – high quality LEGO toys, not mention to make a
good mirror for other companies to follow.
3. Objectives of the Thesis
The Thesis applies academic theories about distribution channels and
significant characteristics of toy market to analyse the situation of Viet Tinh
Anh JSC in managing its current distribution channels. Basing on the analysis
of the strong points and weak points of the existing channels, a
comprehensive set of solutions will be suggested to improve the distribution
channels of the company in the coming time.4
4. Scope of the Thesis
The Thesis studies the operation of distribution channels of Viet Tinh
Anh JSC in the past two years and the next three coming years, regarding the
other competitors in the toy market and the current business setting of
Vietnam.
Because of the limited time and competence, the Thesis mainly focuses
on studying the distribution channels of Viet Tinh Anh JSC for LEGO toys in
the recent years with the limited area of the Northern provinces (mainly in
Hanoi and Hai Phong).
5. Research questions
- What is distribution channel and its role in marketing?
- How does Viet Tinh Anh JSC operate its distribution channels?
- How to improve Viet Tinh Anh's distribution channel to increase its
profit?
6. Research Methodology
To reach the above objectives, the current thesis use the traditional research
methodology which starting with the background of channel distribution and
then the situation of the distribution of Viet Tinh Anh case to find the
application lessons for the company to improve the effectiveness of this
action in the future. Most of the analysed documents in this curent reseach
were collected through the secondary data
7. Expected Results
- Giving an overview of the main characteristics of high-end toy market
in big cities in Vietnam.
- Finding out strong points and weak points of the operating and
managing the LEGO toy distribution channels of Viet Tinh Anh JSC.
- Suggesting solutions to improve the distribution channels for Viet Tinh
Anh SJC to boost the sales of the imported LEGO toys.
Ket-noi.com kho tai lieu mien phi Ket-noi.com kho tai lieu mien phi5
8. Structure of the Study
INTRODUCTION
CHAPTER 1: GENERAL THEORETICAL BACKGROUND
CHAPTER 2: THE CURRENT SITUATION OF IMPORTED
LEGO TOY DISTRIBUTION CHANNELS AT VIET TINH ANH JSC
CHAPTER 3: SOLUTIONS TO DEVELOP DISTRIBUTION
CHANNELS FOR VIET TINH ANH JSC TO BOOST THE SALES OF
THE IMPORTED LEGO TOYS
CONCLUSION6
CHAPTER 1: GENERAL THEORETICAL BACKGROUND
1.1. Definition of distribution channels and their functions
1.1.1. Definition of distribution channels
1.1.1.1. Definition of distribution channels
The definition of a distribution channel can be seen as followed:
A path through which goods and services flow in one direction (from
vendor to the consumer), and the payments generated by them that flow in the
opposite direction (from consumer to the vendor). (BusinessDictionary.com)
The chain of businesses or intermediaries through which a good or service
passes until it reaches the end consumer. A distribution channel can include
wholesalers, retailers, distributors and even the internet. Channels are
broken into direct and indirect forms, with a "direct" channel allowing the
consumer to buy the good from the manufacturer and an "indirect" channel
allowing the consumer to buy the good from a wholesaler. Direct channels
are considered "shorter" than "indirect" ones.
(
You must be registered for see links
)The mechanism or method by which a business brings its products to
market, or distributes its products to its target customers and generates sales.
A given business may have multiple distribution channel
CONCLUSION
As far as concerned, the three research questions have been answered
throughout this thesis. So far, readers have had ideas about, first, the nature of
distribution channel and its role in marketing. Second, they have understood
how Viet Tinh Anh JSC has operated its distribution channels from the
beginning till now when it achieved very first successful business results.
Third, the thesis has given Viet Tinh Anh JSC feasible solutions to improve
its distribution channel in order to increase profits.
More specifically, Chapter 1 has given out the definition and the
functions of distribution channels, the distribution channels operation and
distribution channels management. Chapter 2, based on theoretical
background in Chapter 1, has revealed overview about Viet Tinh Anh JSC
and its current situation of imported LEGO toys distribution channels. Beside,
the Chapter has also assess the effectiveness of the imported LEGO toy
distribution channels, as well as affecting factors to the effectiveness of the
LEGO toy distribution channels. Accordingly, Chapter 3, giving solutions to
develop distribution channels for Viet Tinh Anh JSC to boost the sales of the
imported LEGO toys, has shown business objectives and strategies of Viet
Tinh Anh JSC in coming years. Based on such objectives and strategies, the
author has given the company suggestions to develop distribution channels for
Viet Tinh Anh JSC.
As mentioned in the scope of the thesis in the Introduction, the thesis
just studies the operation of distribution channels of Viet Tinh Anh JSC in the
past 2 years and next three coming years. However, thanks to an appropriate
research methodology which is traditional, expected results of the thesis has
been achieved. More detailed, the thesis has given main features of high-end
toy market in big cities in Vietnam. It also has found out strengths and
weaknesses in operation and management of Viet Tinh Anh JSC‘s distribution
Ket-noi.com kho tai lieu mien phi Ket-noi.com kho tai lieu mien phi75
channels. Finally, the thesis has dealt with suggestions and solutions to
improve the distribution channels for Viet Tinh Anh JSC to boost the sales of
the imported LEGO toys.
It is expected that the thesis has succeeded in giving readers an obvious
view on the issues throughout the paper. Moreover, the author does hope that
Viet Tinh Anh JSC has found the thesis worthwhile to be taken into
consideration, so that the company can find feasible solutions to strengthen its
distribution channels. In turn, it helps to increase its sales revenue in the next
three years.
Last but not least, during the preparation and conduct of the thesis, the
author can not Giúp avoiding possible mistakes. So, the author welcomes all of
your feedbacks, comments, and suggestions on the themes as well as the
deployment of the research paper. All of your contributions to make the thesis
better are highly appreciated
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