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 t

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

1 Significance of the Topic

2 Literature Review

3 Objectives of the Thesis

4 Scope of the Thesis

5 Research questions

6 Research Methodology

7 Expected Results

8 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 2 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 3 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

1 MA Anh, Ngo Tran Anh, Marketing Management Lecture

2 Dr Ngo Tran Anh and MA Nguyen Tien Dung , Proposal for Graduation Thesis, Faculty of Economics and Management, 2006

3 MA Nguyen Tien Dung, Marketing Management Lecture

4 MA Le Thi Phuong Hiep, Business Operation Assessment, Science and Technology Publishing House, 2006

5 MA Ngo Quoc Hung, The development of distribution channels of gold and silver products in Phu Nhuan JSC, 2010

6 MA Phan Van Thanh, Marketing Communications

7 Financial Management, Faculty of Economics and Management, 2007

8 Trong Hoang and Hoang Thi Phuong Thao, Marketing Management, Statistics Publishing House, 2006

English

9 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 Paul Christ, Know This: Marketing Basis, Sep 6, 2008

16 Philip Kotier and Gary Armstrong, Principles of Marketing, 13th edition, Jan 7,

2009

Websites

17 http://www.articlesnatch com

18 http : //www.researchandmarkets com

19 www.viettinhanh.com.vn