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How to improve Samsung Tivi market share in Vietnam a case study of Samsung Vietnam (SSVN) | |
Author | Pham Tran Long |
Note | A final project submitted in partial fulfillment of the requirements for the degree of Master of Business Administration (Executive) in International Business Management of Technology (VN), SCHOOL OF MANAGEMENT |
Publisher | Asian Institute of Technology |
Abstract | Review of AT Kearney Consulting Organizations (US) in research report on "Retail Market Forecast to 2014's Vietnam," said modern retail channels will play a key role in the development develop future consumer market in Vietnam. Statistics show that despite economic difficulties, retail market size has reached approximately $ 90 billion, contributing 15-16% of the country's GDP since 2011. With over 90 million people nationwide but only 638 supermarkets, 120 trade centers and over 1,000 convenience stores, many experts believe that this figure did not meet the needs of the people. Forecast retail sales increased in Vietnam possible can reach +23% every year. Understanding the market situation with great opportunities coming, Samsung Vietnam implemented a comprehensive strategy, focusing on product sales policy, distribution policy, and investment policy market in 2013. Almost all key activities aimed directly at retail channel with key objective to the dominant market share as well as overcome the competitors in the shortest time. Learning from the success of other countries in the Southeast Asia region, SSVN adjusted strategies and activities have been implemented in 2013 such as: Redefining distribution, Changing policies to support sales by channel, Changing market investment policy. However, the results do not occur as expected: SSVN not increase market share, profits of all parties involved in distribution, sales are declining, distribution instability, market shrunk. Therefore, the evaluation of the entire project, research and analyst all the strengths and weaknesses is an indispensable requirement to identify appropriate policies, for the goal of SSVN near future. |
Year | 2014 |
Type | Project |
School | School of Management (SOM) |
Department | Other Field of Studies (No Department) |
Chairperson(s) | Swierczek, Fredric W.;Huynh Trung Luong |
Examination Committee(s) | Bechter, Clemens;Tritos Laosirihongthong |