Build and develop distribution system of Domesco

TRUONG DAI HOC MO TP. HCM UNIVERSITEÙ LIBRE DE BRUXELLES

HO CHI MINH CITY OPEN UNIVERSITY SOLVAY BRUSSELS SCHOOL

MBMM4

NGUYEN THI BICH THUY

BUILD AND DEVELOP DISTRIBUTION SYSTEM

OF DOMESCO

MASTER PROJECT

MASTER IN BUSINESS & MARKETING MANAGEMENT

Ho Chi Minh City

(2010)

STUDENT DECLARATION

I certificated that the attached project is my own work. Materials withdraw from

different sources have been acknowledged according to unit-specific requirements

for reference.

NGUYEN THI BICH THUY

Acknowledgement

I would like to express my sincere thanks to professors of Solvay Business School –

University of Brussels for the profound knowledge that they managed to impart to me, for

the time they had to spend to answer my questions. I would like to extend my gratitude to

DOMESCO’s sales team as well as Ho Chi Minh city Health Department, other

pharmacists in companies that help me to complete the questionnaires and all respondents

who spent their value time to complete the questionnaires.

My deepest gratefulness goes to Prof. Dr. Bui Thanh Trang, lecturer of the University of

Economics and also my tutor, who advises me on choosing the topic, gave his idea and

enthusiastically helped me from project outline until to project finishing.

Last but not least, I would also like to thanks Mr. Serge Bywaski and Ms. Nguyen Thi

Mong Thuy, our helpful coordinators, who have been with us throughout the course, for

their enthusiastic connection between the class and Solvay professors.

CONTENTS

Page

1 Executive summary 1

2. Introduction 2

2.1. Objective 2

2.2. Scope of study 2

2.3. Methods of research 2

2.4. Structure of project 3

3. Chapter 1: Literature overview 3

3.1. Concept of distribution system 3

3.2. Management of distribution system 4

3.3. Conflicts of distribution system 4

4. Chapter 2: Design of research 4

4.1. Framework of research 4

4.2. Information need 5

4.2.a Secondary data 5

4.2.b Primary data 6

4.3. Method of research 6

4.3.a Qualitative research 6

4.3.b Quantitative research 6

5. Chapter 3: Analysis of distribution system of DOMESCO 6

5.1 Situation analysis 6

5.1.a Overview about DOMESCO company 6

5.1.b SWOT analysis 8

5.2 Competitor analysis 12

5.3 Finding of research 13

5.3.a Result from research 13

5.3.b Concluding from finding 17

5.4. Factors influence 18

5.4.a Product portfolio 18

5.4.b Promotion 18

5.4.c Build more branches get GDP certificate 19

5.4.d Quality of distribution: make good service 21

5.4.e The innovation of distribution system 22

6. Chapter 4: Conclusion and recommendation 23

6.1 Conclusion 23