| Author | Tran Doan Dung |
| Call Number | AIT RSPR no. SM-99-105 |
| Subject(s) | Marketing channels--Vietnam--Ho Chi Minh
|
| Note | A research study submitted in partial fulfillment of the requirement for the degree of Master of Administration, School of Management |
| Publisher | Asian Institute of Technology |
| Abstract | The competition of Soft drinks in HCMC and Vietnam is getting more and more severe,
notably the straight war between Pepsi and Coca-Cola, the two traditional rivals for many
years in the world.
Distribution of IBC in HCMC, the exclusive bottler of Pepsi is examined and analyzed in the
marketing direction. What type of channel IBC uses and who are IBC's intermediaries IBC.
IBC's implementation of its distribution strategy is written rather detail in this research to
understand the reality of applying marketing strategy in distribution.
Two surveys, one for IBC intermediaries and another for its ultimate consumers are conducted
to get a deeper look into distribution strategy of IBC in the relation between IBC and
intermediaries and another for CSD consumers to understand what consumers think about
Pepsi and other soft drink brands in HCMC market.
Marketing concepts relating to distribution, some findings of Asian distribution and results of
surveys are mentioned as the base to compare IBC distribution with the "idea" distribution and
show the gap between them.
Some suggestions to adjust IBC's distribution activities are included in the writing to fill the
gap of the company's distribution activities and improve its distribution strategy. |
| Year | 1999 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Johri, Lalit M.; |
| Examination Committee(s) | Speece, Mark;Bechter, Clemens ; |
| Scholarship Donor(s) | Government of Switzerland ; |
| Degree | Research studies project report (M.B.A) - Asian Institute of Technology, 1999 |