Project plan to distribute Sony-Ericsson mobile phone in Vietnam market

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TRƯỜNG ĐẠI HỌC MỞ TP.HCM UNIVERSITÉ LIBRE DE BRUXELLES

HO CHI MINH CITY OPEN UNIVERSITY SOLVAY BRUSSEL SCHOOL

MBMM5

Student name: PHẠM THỊ HỒNG ĐIỆP

Title of project:

Project Plan to distribute Sony-Ericsson Mobile phones in Vietnam Market

MASTER PROJECT

MASTER IN BUSINESS & MARKETING MANAGEMENT

Tutor’s Name: Assoc. Prof. Dr. Hà Nam Khánh Giao

Ho Chi Minh City

(2011)

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UNDERTAKINGS

I hereby declare “Project Plan to distribute Sony-Ericsson Mobile phones in

Vietnam Market” is the result of my own research and work. The contents of the

plan refers to and use theory and information posted on the books, web pages that

are listed in the References accordingly

Student

Phạm Thị Hồng Điệp

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ACKNOWLEDGEMENT

Foremost, I would like to express my sincere gratitude to my Tutor, Assoc. Prof.

Dr. Hà Nam Khánh Giao for the valuable guidance, advices, comments, correction

and encouragement.

Besides, I would like to thank my Mentor, Mr. Phan Quang Tuan Anh for his

continuous support of my project plan, for his patience, motivation, enthusiasm, and

immense knowledge. I am also grateful to Ms. Vân Trần, Mr. Tôn Thất Anh Tuấn,

Mr. Trần Mạnh Phương for their willingness to assist during my research.

My appreciation also goes to Prof. Baeyens, Prof. Trần Anh Tuấn and OU-Solvay

MBA’s coordinators for the great support during my study and project working. I

thank my group mates for their cooperation and assistance (especially in my

difficult time of baby delivery) and also for the funny time studying together in the

last two years.

Last but not the least, I would like to thank my family: my husband and two sons

for their supports and sentiments that encouraged me so much in studying this

course.

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Undertakings

Acknowledgments

Tutor’s comments

List of signs & abbreviations

List of figures & tables

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Chapter I: Executive Summary

1. General Introduction .................................................................................... 1

2. Objectives of project ..................................................................................... 2

3. Scope and limitation...................................................................................... 3

4. Methodology ................................................................................................. 3

5. Framework .................................................................................................... 3

Chapter II: Literature Review

1. Key terms...................................................................................................... 4

2. Background ................................................................................................... 4

Chapter III: Project Plan

1. External Analysis.......................................................................................... 9

1.1 Environment ...................................................................................... 9

1.2. Market ...............................................................................................11

1.3. Competition .......................................................................................12

2. Internal Analysis ...........................................................................................14

2.1. Context...............................................................................................14

2.2. SWOT ................................................................................................15

2.3. Objectives and targets .......................................................................16

2.4. Primary research ................................................................................16

2.5. Distribution Strategy..........................................................................18

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2.5.1. Product .....................................................................................18

2.5.2. Market coverage.......................................................................18

2.5.3. Channel system........................................................................20

2.5.4. Sales policy ............................................................................22

2.6. Establishment of distribution system ................................................25

2.6.1. Circulation management .........................................................25

2.6.2. Customer and service supplied ................................................25

2.6.3. Facilities, infrastructure and resources ....................................27

2.6.4. Timeline ...................................................................................28

2.6.5. Budget ......................................................................................29

Chapter IV: Conclusion ........................................................................................31