| Author | Ha, Nam Khanh Giao |
| Call Number | AIT RSPR no.SM-94-08 |
| Subject(s) | Marketing--Vietnam
|
| Note | A research study submitted in the partial fulfillment of the requirements for the degree of Master of Business Administration |
| Publisher | Asian Institute of Technology |
| Abstract | International Beverages Company (IBC) is the joint venture company specialized in
bottling and distributing the international standards soft drinks. Since March 1993, by
implementing the exclusive bottling agreement with Cadbury Schweppes- the third giant soft
drinks manufacturer worldwide- the company has produced and distributed the products branded
"Schweppes" and "Crush"; and the company has also signed the "landmark" exclusive bottling
agreement with Pepsi-Cola- the second giant soft drinks manufacturer worldwide to bottle and
distribute two best-known products "Pepsi-Cola" and "Seven-Up", this agreement will be carried
out after the American trading embargo against Vietnam is lifted.
This study carries out the designing and managing the strategic distribution channels for
IBC. The study deals with the Vietnam current situation in changing from the centrally planned
economy to market-oriented economy, the formulation and operation of the strategic transaction
channels for the company; logistic channel is not considered carefully in this study.
By implementing the proposed framework and the model as the basis, the strategic
distribution channels will be designed and managed following the company's objectives and
strategies. Firstly, the activity is the analysis of the current situation and prospects to identify the
trends of the market and the general consumer behaviour. Secondly, the company's targets are
defined and the strategic distribution channels is set up by considering the company's strengths,
weaknesses, opportunities, threats, considering the company's current distribution channels and
considering the experiences gathered from the Belgian beverages companies. Lastly, the study
carries out the management for the strategic distribution channels to achieve the company's
objectives. |
| Year | 1994 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Hertzberg, Ellen; |
| Examination Committee(s) | Gupta, Jyoti P.;Rieser, Ignaz |
| Scholarship Donor(s) | Government of France; |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 1994 |