Van-sales model and it's differences with the tranditional presales case of Vietnam dairy joint-stock company (Vinamilk)

Abstract

In recent years, competition in Vietnam dairy products becomes more intensive

as manufacturers try to gain more customers and bigger market shares. However, the attention has been focused upon the newer and creative areas of marketing such as consumer behavior, new product development and the communications interchanges between producers and consumers. There is a lack concern about distribution whereas, it is considered ad the most critical factor contributing to the company‘s success. Managers have to realize that, not only can substantial cost savings be achieved in the physical distribution area but that the distribution function complements the selling activity at the interface between the company and its customers. In the case of consumer goods these customers are the channel intermediaries such as wholesalers, cash and carry operators, independent and multiple retailers as well as the voluntary chains. Not many Vietnam companies could realize the importance of distribution in the context of the integrated global economy. Therefore, Vietnamese goods do not take competitive advantages in the home country in the competition with foreign ones. Among that, Vinamilk stands out as a successful story in terms of building a strong distribution networks nationwide and expand to foreign markets.

This research study is undertaken to find out the application and control of van-sales model of Vietnam Dairy Joint-Stock Company (Vinamilk) as well as distinguish it from the traditional model-presales.