(Tiểu luận) thanh an food thanh an co , ltd

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UNIVERSITY OF ECONOMICS AND FINANCE HCMC

FINAL REPORT

Subject: Marketing Channel Management

Lecturer: Nguy n Th   Ngc Dung

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TABLE OF CONTENTS

I. INTRODUCTION ... 1

I.1. About the company ... 1

I.2. About the products: ... 1

II. MARKETING CHANNEL SYSTEM ANALYSIS: ... 3

II.1. Current Marketing Channel of Oatta ... 3

II.2. End-user segmentation criteria: Service outputs ... 4

II.3. Channel analysis ... 6

II.3.1. Marketing functions in channel ... 6

II.3.2. Auditing channels Efficiency template ... 9

III. GAP ANALYSIS - CHANNEL GAPS ...10

III.1. Service gap analysis template ...10

III.2. Cost gap analysis template ...12

III.3. Make or buy ...13

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I. INTRODUCTION

I.1. About the company

− Company: Thanh An Food - Thanh An Co., Ltd − Tax code: 0100819096

− Established in: 1998

− Address: 562 Nguyen Van Cu, Gia Thuy Ward, Long Bien District, Hanoi, Vietnam.

− Tel: (024) 36501239, 36501238 − Fax:(024) 3650123

− Factory: Lot 01-02 and Lot 02-06 Ninh Hiep Industrial Park, Gia Lam, Hanoi

− Email: − Website:

− Specializing in manufacturing and supplying high quality nutritious cereals and agricultural products to consumers.

I.2. About the products:

− Each product has different size and price such as: 45g cups and 300g, 400g, 600g & 800g bags; Oatta oatmeal is in range from: 20,000 to 300,000 VND /product; Oatta cereal is in range from: 14,000 to 200,000 VND/product

− Oatta has so many products but the most popular and well known is the cereal and oatmeal product lines. They also have lots of flavours for the customers to choose freely base on their demand and hobby: Oatta fruit oats, fruit almond cheese, fruit grape and banana and Oatta slim

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− Products have a common strength: bring convenient and fast meals to the customers

− For the users, they can use for breakfast or any meal in a day based on the customer’s need

− Oatta products are made from original Oats, fruits and fresh milk ’s rich in essential vitamins and minerals to always be full of energy, rich in healthy vegetable protein, no colorants, no preservatives. − Most of the ingredients are selected by the manufacturer and are

completely natural, without chemicals or preservatives

− Ingredients do not contain starch, so users can control their weight effectively

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II. MARKETING CHANNEL SYSTEM ANALYSIS:

II.1. Current Marketing Channel of Oatta

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− Don't have much time to cook − Gender: male & female

− Occupation: office staff, freelancer,... − Income: above 7M/month

2. Husbands: − Age: 25-45

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− buy for their (pregnant) wife − Occupation: Business man, ....

− Don't have much time but they are willing to go far − Income: above 15M/month

3. Mother: − Age: 30-45

− Buy for their children

− Occupation: office staff, house wife,… − Care about child’s health

− Income: above 10M/month

II.3. Channel analysis

II.3.1. Marketing functions in channel

A. MANUFACTURER

Channel Functions Manufacturer’s investments in the functions

Physical possession

• Factory area up to 10,000 m2 • Delivery goods to the wholesaler • Pay for warehouse manager

• Pay for machines, factories, labor and materials,…

Ownership • Belong to Thanh An until the product is delivered

Promotion • Offer promotion, discount campaigns • Set product prices to retailers

Negotiation

• Drafting contract between manufacturer & wholesaler

• Hire a legal lawyer

Risking • Responsible if the product have fault from the manufacturer

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Financing • 100% support for initial capital [40M] • Start collecting debt when it’s profitable

Payment & Ordering • Debt collection

• Produce base on retailer’s order

Information Sharing • Price policies, product’s information

B. WHOLESALER

Channel Functions Wholesaler’s investments in the

functions

Physical possession • Product storage area 450m2 • Pay for warehouse manager

Ownership • Belong to wholesaler after receiving from manufacturer

Negotiation • Redistribute to retailer.

Risking

• Be responsible of preserving products • Be responsible if the product has a fault

from the wholesaler

Financing • Pay debt when it’s profitable [25M] • Maximum: 60 days

Payment & Ordering • Collect money from retailers

Information Sharing • Save customer’s data

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C. RETAILER

Channel Functions Retailer’s investments in the functions

Physical possession • In all same type products in the supermarket, Oatta accounts for 30%

Ownership • Belong to retailer’s after receiving from wholesaler

Negotiation • Negotiate with wholesalers to get the best price

Promotion

• Implement many promotional campaigns • Choose highly qualified staff to consult

customers

Risking

• Be responsible of preserving products • Be responsible if the product has a fault

from the retailer

Financing • Pay debt when it’s profitable [15M] • Maximum: 40 days

Ordering • Order through wholesaler, manufacturer

Payment

• Import goods from wholesaler and pay directly or can pay later

• To consumers, they can pay directly or via e-wallet.

Information Sharing • Collect customer’s data

D. END-USER

Channel Functions End-user’s investments in the functions Physical possession • Go to the store and buy product

Ownership • Belong to customers after they buy product

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Risking • Buy poor quality products because of expiration date, fake goods

Payment • Pay in cash or via E-wallet

Ordering • Order online or buy directly at retail stores: supermarkets, convenience stores,..

Information Sharing • Sent their feedbacks about product, service

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Normative

III. GAP ANALYSIS - CHANNEL GAPS

III.1. Service gap analysis template

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III.2. Cost gap analysis template

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III.3. Make or buy

Function Classical market

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THE SERVICE IS TOO LOW AND THE COST IS TOO HIGH About service gap, customer have high demand on waiting

time, they are not willing to wait for so long, and the service customer and information sharing are similar, they require to be consulted and given advice in sale, resale and post sale and all the product’s important information. About spacial convenience, atta don’t have much retailers to sell the O Oatta’s products, they just distribute their products in big supermarkets and some convenience store in town. About the cost, OATTA have hired inappropriate staffs

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V. SOLUTION:

V.1. Service gap:

A. CUSTOMER SERVICE AND INFORMATION SHARING

❖ Put out the recruitment standard

Almost the worker in the convenience store haven’t been deeply trained, they are also lack of knowledge and customer consulting skill, because almost the recruitment requirements of all

convenience stores are quite simple, they don t ask too much, ’ and the staff just need to have enough time so that they can work.

The solution is that Oatta should put out the high requirement, standard in the recruitment process, they have to go through the interview, have sales experience, ask them to experience the product, broaden the knowledge about the products such as: ingredients, which necessary nutrition that the product supplement for the user before becoming OATTA’s staff. And these all standards must be applied in recruitment for the whole retail system.

B. SPATIAL CONVENIENCE

Find more retail market, expand the distribution channel like GT channel: grocery store or traditional market which near the is residential area and gather lots of people. Therefore, Oatta can approach more potential customers, bring the convenience because there are so many markets in Ho Chi Minh City, moreover, customers also can have more places to choose

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C. DELIVERY/ WAITING TIME

Hire delivery service such as: Grab, TikiNOW: hire 30% slot in the total of order in 2 hours. They will ship immediately to the customers

V.2. Cost gap

A. PROMOTION

❖ Change the member’s function in the channel: At present in the channel, manufacturer almost responsible for is promotion function, that means Manufacturer make all decisions of promotion campaigns for both wholesaler and retailer The strategy is that they should rebalance the functions for all the members in the channel to reduce cost in promotion of the manufacturer

The percentage of wholesaler will be 10%, they will offer the discount program for the retailers who import a large number of goods

The proportion of retail also change to 30%, they also can er make a decision of implementing their own discount campaigns such as: with each bill is above 500.000VND, customers will receive some gifts from the retailer.

Finally, end-user will participate 10% to this function: when they introduce their friends or family to buy Oatta’s product, they will receive a coupon for the next order or they will be given a small gift. Therefore, it can stimuli the customer’s buying behavior => Oatta will increase revenue, reduce cost so that they will increase the profit also.

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B. INFORMATION SHARING

Change the product’ packaging, develop the technology. They should create a QR CODE in the packaging, it will redirect to the OATTA’s website, which have all of information, origin, expiry, also reviews, comment and rate from the previous customers. User can reference the source of information before making a

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