| Author | Nguyen Thi Kim Cuong |
| Note | A project study 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 | Vietnam Pharmaceutical market presents huge opportunities with healthcare spending
growing faster than economy growth. Number of pharmacies grows exponentially.
Competition is increasing for Drug Brands in Pharmacies to offer an assortment of
diversified products to the consumers and patients who are now caring more about their
health. DKSH Vietnam performance depends on the Brand products performance in the
pharmacies. Consequently, these pharmacies are driving the company’s growth.
To sustain the growth in this highly potential and competitive environment, it is
strategically important for DKSH Vietnam to invest in Strategic Account Management
(SAM) to support and manage key potential pharmacies that are driving the business. The
success of SAM strategy relies heavily on how to identify the target potential
pharmacies for investment? DKSH is facing the problem that the current
segmentation seems not yet able to capture/reflect the potential of pharmacies.
This research aims at improving the DKSH’s pharmacy segmentation system to be an
effective support for the SAM strategy. It tries to identify the key measurable
factors/criteria to predict the potential of pharmacies and to incorporate these
metrics to the segmentation system as a platform to re-align the target segments for
business strategy. |
| Year | 2010 |
| Type | Project |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Chairperson(s) | Badir, Yuosre |
| Examination Committee(s) | Islam, Nazrul;Tritos Laosirihongthong |
| Scholarship Donor(s) | DKSH Vietnam |