Developing brand for the distributor in notebook business

TRƯỜNG ĐAI Ḥ OC Ṃ Ở TP.HCM UNIVERSITÉ LIBRE DE BRUXELLES

HO CHI MINH CITY OPEN UNIVERSITY SOLVAY BRUSSELS CHOOL

MBMM5

Nguyen Thanh Binh

DEVELOPING BRAND FOR THE DISTRIBUTOR

IN NOTEBOOK BUSINESS

MASTER PROJECT

MASTER IN BUSINESS & MARKETING MANAGEMENT

Tutor's name: Dr. Hoang Thi Phuong Thao

Ho Chi Minh City

(2011)

i

DECLARATION

“I hereby declare that this submission is my own work and that, to the best of my

knowledge and belief, it contains no material previously published or written by

another person (except where explicitly defined in the acknowledgements), nor

material which to a substantial extent has been submitted for the award of any other

degree or diploma of a university or other institution of higher learning.”

Ho Chi Minh City, February 13th, 2012

...............................................

Signature of Student

Nguyen Thanh Binh

Master of Business and Marketing Management

ii

ACKNOWNLEDGEMENT

I would like to convey my sincere gratitude to the following people. Without their

assistance the completion of this thesis would now have been possible.

To Dr. Hoang Thi Phuong Thao for her useful guidance and encouragement

To Ms. Nguyen Thi Mong Thuy for her continual support during the

implementation of my study.

To Mr. Thai Minh Trang for his assistance of the database retrieval report of PSD

To IT retailers in Ho Chi Minh City and Mekong Delta who took part in several

surveys to provide input for customer insight information.

iii

TUTOR’S COMMENTS

I am writing to certify that this project meets the requirement for a business project

at the master’s level. I hereby propose candidate Nguyen Thanh Binh to present his

project to the board of jury.

DR. HOANG THI PHUONG THAO

iv

TABLE OF CONTENTS

DECLARATION ...................................................................................................... i

ACKNOWNLEDGEMENT .................................................................................... ii

TUTOR’S COMMENTS ........................................................................................ iii

TABLE OF CONTENTS........................................................................................ iv

ABBREVIATIONS................................................................................................. vi

LIST OF FIGURES AND TABLE........................................................................ vii

EXECUTIVE SUMMARY...................................................................................... 1

CHAPTER 1: INTRODUCTION ............................................................................ 2

1.1 Background ........................................................................................................ 2

1.2 Problem statement.............................................................................................. 2

1.2.1 Distribution model of IT business in Vietnam..................................... 3

1.2.2 Vendors policy ..................................................................................... 4

1.2.3 Product life cycle ................................................................................. 4

1.3 Project objectives............................................................................................... 5

1.4 Scope and Project methodology......................................................................... 5

1.4.1 Primary data ......................................................................................... 5

1.4.2 Secondary data ..................................................................................... 7

1.4.3 Data analysis ........................................................................................ 7

1.5 Project outline .................................................................................................... 7

CHAPTER 2: LITERAURE REVIEW.................................................................... 8

2.1Brand Positioning ............................................................................................... 8

2.1.1 Brand definition ................................................................................... 8

2.1.2 Brand positioning................................................................................. 8

2.1.3 Brand awareness and Brand identity.................................................... 9

2.1.4 Role of distributor in IT business....................................................... 10

2.1.5 Distributor brand ................................................................................ 10

2.2 Marketing Mix – 7Ps model............................................................................. 11

CHAPTER 3: ENVIRONMENT ANALYSIS ...................................................... 13

3.1 External environment analysis......................................................................... 13