| Abstract | Viet Nam is on the way of industrialization and modernization so there more and more merging from small and medium company to big guys, meanwhile cement industry in Vietnam is in emerging phase of development. Characteristics of this phase are that fiercely competition occurs not only among cement manufacturers but also among cement distributors who have a will to extend their market and customer system, there are many kinds of competition, sometime they complete with each other by pricing, sometime by marketing activities. Holcim Vietnam specializes in producing and distributing cement product in the South of Vietnam. Their main customers are official distributors and retailers who contribute over 70% sales volume at Holcim Vietnam, Holcim distributor gets cement products from Holcim plant and then delivers these products to traders and retailers, sometime some of them are contractors meanwhile most of these retailers resell this kinds of product to end-users and take money as of a selling process, nowadays to keep a stable customer system, prevent the penetration of new players Holcim Vietnam and its distributors have to try and find many ways to improve their goods & services which aim at to satisfy customer‟s need, in long term this is a the best way to protect their customer system. The key thing of this research is to concentrate on studying main sales and marketing activities that Holcim had done to improve sales volume and brand share in the market at distributors, retailer‟s level. Some key findings from this research will help me initiate some solutions and actions which can be served to improve sales volume, brand share as well as sales force performance in coming time, especially in HCM market where there are over 20 big and medium official distributors and over 1,200 retailers are selling and distributing cement. The market is so crowded in distribution and fiercely competition among suppliers and producers. This survey was conducted three Holcim distributors, twelve retailers and 6 sales & marketing staffs to gather relevant information, data …which will be used to analyse for major problems through business between Holcim and distributors, between distributors and their retailers. The key findings from this analysis are used to develop recommendations for Sales & marketing department at Holcim Vietnam. For further purpose will not be used and recommended.
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