BAIT HOC QUOC GEA FA NOT KHOA QUAN TRI VA KINH DOANH NGUYEN THU NGA APPLICATION OF TECHNOLOGY IN THE MANAGEMENT OF DISTRIBUTION SYSTEM AT TABECO TRADING ONE-MEMBER COMPANY LIMITED UNG DUNG CONG NGHE TRONG QUAN TRI HE THONG PHAN PHOI TAI CONG TY TNHH MOT THANH VIEN THUONG MAL HABECO Chuyên ngành: Quản trị kinh doanh Mã số: 8340101.01 LUẬN VAN THAC Si QUAN TRI KINH DOANH NGƯỜI HƯỚNG DẪN KIIOA HỌC: PGS. IOÀNG ĐÌNH PII HÀ NỌI - 202L DECLARATION The author confirms that the research outcome in the thesis is the result of author’s indopendent work during study and rescarch period and it has not yet published in othor’s rexcarch and article The other’s research result and documentation (extraction, table, figure, formula, and other document) used in the thesis are cited properly and the permission (if required) is given. The author is responsible in front of the Thesis Assessment Committee, Hanoi School of Business, and the laws for above-mentioned declaration. ACKNOWLEDGEMENT Furst and foremost, I would like to cxprcss my faiiÂd acknowledgement to Hanoi School of Business, Vietnam National University (HSB, VNU) and alt the members, lecturers and assistants for knowledge and experience that has been taught and shared through comprehensive and inspiring lectures, discussions and exams throughout MBA.” T would also want to exlend my most.
sincere appreciation to my supervisor, Assoc. Maang Dink Phi, whose vast knowledge and logical thought of business management in general and technolopy field in particular has brought great values and inspiration to me, His sharing of knowledge and experience has encouraged and enable me to complete this MBA thesis.” On the other hand, | would not be able to complete this thesis in its most practical aspect without the strong support from my leaders and colleagues at Habeco Trading, Onc Member Company Limited, who are though very busy with business issues but still spare (heir precious time and passion in responding thoughtfully ta my interviews Last but not least, I would like to grant my most heartfelt thanks to my family. Without their encouragement and continuous support, I would have not been able to focus on comploting on my thesis, which is ane of my biggest achievement of the year. ABBREVIATION HSB : Hanoi School of Business MBA : Master of Business Administration VNU : Vietnam National University HR Human Resources KPI Key Performance Indicator SMEs Small and medium enterprises HABECO Hanoi Beer Alcohol and Beverage Joint Stock Corporation MTV HABECO HABECO Trading One Member Co., Ltd FMCG Fast Moving Consumer Good DMS Distribution Management System ERP : Enterprise Resources Planning SSE Solution Software Enterprise ASM Area Sales Manager SS Sales Supervisor SR Sales Representative POSM Point of sales material GT : General Trade MT Modem Trade ABBREVIATION HSB : Hanoi School of Business MBA : Master of Business Administration VNU : Vietnam National University HR Human Resources KPI Key Performance Indicator SMEs Small and medium enterprises HABECO Hanoi Beer Alcohol and Beverage Joint Stock Corporation MTV HABECO HABECO Trading One Member Co., Ltd FMCG Fast Moving Consumer Good DMS Distribution Management System ERP : Enterprise Resources Planning SSE Solution Software Enterprise ASM Area Sales Manager SS Sales Supervisor SR Sales Representative POSM Point of sales material GT : General Trade MT Modem Trade Figure 25: Payment flow for promotion program in MTV Haboeo.
«co Figure 27: % personel division in MTV Habeco.ssesseerssusestseninntatinanotiee Figure 28: % of position in sales division in MTV Habeco.One applied in MTV Habeco ftom 2014 to 2016.à Higure 31: Current model of Enterprise Resources Planning applied in Habeco LIST OF FIGURES Figure1: Research process. TH 2n 22222218 Figure2: Technology Equation. dD Figure3: Consumer distribution channel. ä 3Eiiaiiissieiaraai15 Eigute4: Channel Flows int getieral.cssssvscsissssccsosemnveannsvoanrsoreravesnnscersnseansoanneeneenedF Figure5: Five Flows in Marketing Channel for Beer.-:7552-c5sccsc+e LT Figure 6: Situation of production and consumption of beer industry 2010 ~2019.28 Figure:7: Beer market share in Vietnain.cssvsccesssssossessssveteesssnrssvevacravecsasnasesnases 29 Figure 8: Forecast of Vietnam beer consumption.
231 Figure9: Revenue& Profit of Habeco from 2016 to 2019.---5-33 Figure 10: Product consumption & Sales revenue of MTV Habeco from 2016 to 2019 34 Figure 11: Organizational chart of Habeco Trading One Member Co.36 Figure 12: Habeco Trading One Member’s staff qualification in 2020.37 Figure 13: Organizational chart of Branch in Habeco Trading One Member Co.37 Figure 14: Model of distribution channel in MTV Habeco.---422:555522-2 38 Figure 15: Progress of restructuring distribution system in MTV Habeco.40 Figure 16: The quantity of distributor in MTV Habeco. coosntnnisensennne Figure 17: Map of MTV Habeco Branch. 42 Figure 18: The ratio of the area, the number of distributors and revenue between branches in MTV Habeco.cscsscscccssessesseessssenseesesnennnnsnnnnseeen Figure 22: Model of Distribution system management applied in MTV Habeco.45 Figure 20: Ordering flow & Produet flow in Habeeo. 2222122122 4T Figure 21: Price map of beer brands in the market.
oe AB Figure 23: Push and Pull Marketing Strategy in MTV Habeco. 49 Figure 24: Promotion flow in Habeco.-:-52::c552:2 2 _ rains: Figure 26: The opinon of support policies for distribution system in comparison with. Table of Contents ABBREVIATION. suy Cana TOR RISERS es apart TIESTCR TA BUR wnwrcocrreernensscteoniensironeninenceetannseatpn snnceneoareeneiceraeince nena nnseonseerencuaenn geal HT OETERGDRKKỂGbt02o i00 c06c0c0010/8608/66G0230105i680023/004L3Siá808804ã3Sl0xASi2sùs30.sggiaa, J5, TITLE CHAPTER.
sa ee same 4 4. H99444g61400 _— nh e ns a CHAPTER 1: BASIC THEORY ON TECHNOLOGY APPLICATION IN THE MANAGEMENT OF DISTRIBUTION SYSTEM.000084/ 007 8 dud 'ÐáfiffBh GEIGGRNGIBEWsusessnuaansensrautanadacaslaaassnasssesananrasalfl 1. Roles oftechnology in business.2 Overview ofdistribution system.1, Deñnition of đistribution system. Roles and functions of distribution system.
Distribution channel system management cưới. Technology application in the management of distribution system. CHAPTER 2: CURRENT SITUATION OF TECHNOLOGY APPLICATION IN THE DISTRIBUTION SYSTEM MANAGEMENT AT HABECO TRADING ONE MEMBER COMEANY TIKHTEDs.1 Overview of beor industry in Vicinam.2 Overvicw of Habcoo Trading One - Member Comnpany Limited. History of devolopmeot and establishment.2 Organizalional structure - Tả 34 3.3 Overview of distribution system al Tabeco Trading One Member Co.4 Actual situation of management of distribution system in Habeco ‘Irading One Member Co,, Ld.5 Current status of applying technology in distribution system management.58 CHAPTER 3: PROPOSAL OF SOLUTIONS FOR BETTER APPLICATION OF TRCIINOLOGY IN THE DISTRIBUTION SYSTEM MANAGEMENT ATTIABECO TRADING ONE MEMBER CO.1 Selecting lecknologies for the management of disuibution system.
Objocives of spplication tcolmologios for the management al Habovo. Technologies for the management of distribution system co 68 3. Recommendations for the effective and efficient application of technologies for the mumagoment of Habceo distibulion system 85 CONCLUSION. - - 9 LIST OF REFERENCE.
eect iieeenenneieiencine Od APPENDIX3.ciieeeeeeeriue „09 Table of Contents ABBREVIATION. suy Cana TOR RISERS es apart TIESTCR TA BUR wnwrcocrreernensscteoniensironeninenceetannseatpn snnceneoareeneiceraeince nena nnseonseerencuaenn geal HT OETERGDRKKỂGbt02o i00 c06c0c0010/8608/66G0230105i680023/004L3Siá808804ã3Sl0xASi2sùs30.sggiaa, J5, TITLE CHAPTER. sa ee same 4 4. H99444g61400 _— nh e ns a CHAPTER 1: BASIC THEORY ON TECHNOLOGY APPLICATION IN THE MANAGEMENT OF DISTRIBUTION SYSTEM.000084/ 007 8 dud 'ÐáfiffBh GEIGGRNGIBEWsusessnuaansensrautanadacaslaaassnasssesananrasalfl 1.
Roles oftechnology in business.2 Overview ofdistribution system.1, Deñnition of đistribution system. Roles and functions of distribution system. Distribution channel system management cưới. Technology application in the management of distribution system.
CHAPTER 2: CURRENT SITUATION OF TECHNOLOGY APPLICATION IN THE DISTRIBUTION SYSTEM MANAGEMENT AT HABECO TRADING ONE MEMBER COMEANY TIKHTEDs. 0a 0-28 LIST OF TABLES Table 1: Information about number distributor & monthly revenue of MTV Habeco.42 Table 2: Information about the quantity of sales team im MTV Habeco. 56 Table 3: Survey on distribution management reporting system in MTV Habeco. 63 Table 4: Evaluation of The BOD's commitment to DMS project implementation.83 TITLE CHAPTER 1, Rationale Technology is all around us today and it must be admitted that technology is impacting almost areas of our lives.
Especially, in the business sector, there has been a continuous growth over the last few decades due to the remarkable advancements of technology. Business has existed since the beginning of the human race in the form of simplistic barter, without technology business would not be the same as it is today and major industries could have collapsed. Technology has made great progress in trade and commerce. Business concepts and models have been revolutionized as technology introduced a new and better approach to how business is going.
Being more competent than ever, the firms are continuously evolving themselves to make more profits, reach- out to more customers and speed up their business processes. With the advent of Artificial Intelligence, Machine Learning and Automation tools, businesses have been improving their workflows The revolution 4.0 brings both opportunities and challenges to enterpnses. Updating new technology trends, changing management methods, automating systems, updating and processing data quickly are what businesses are orienting toward. Marketing, including distribution channels, also needs to adapt to this rapid change to keep up with the market's shift from traditional marketing to 4.
Channels of distribution are not merely the movement of physical products from place to place, it helps to anticipate market demand, user tastes and product. No matter how good the product, how impressive the marketing is, the business will not develop if the product is not delivered. So in order to improve and maintain the distribution channel effectively as well as to maximize revenues and profits, applying technology in managing distribution channels is necessary. Technology will help to manage the work flow easier and more scientific, promptly handle problems, optimize human resources for businesses, contribute to a stable growth and increase value for the company.
The beer industry in Vietnam is a promising land for domestic and foreign brewers. With the 8th position in Asia in terms of beer consumption volume in 2008, after only 10 years, Vietnam has risen to 3rd position only after China and Japan with an estimated beer consumption per capita of about 64. This has strongly LIST OF TABLES Table 1: Information about number distributor & monthly revenue of MTV Habeco.42 Table 2: Information about the quantity of sales team im MTV Habeco. 56 Table 3: Survey on distribution management reporting system in MTV Habeco.
63 Table 4: Evaluation of The BOD's commitment to DMS project implementation.1 Overview of beor industry in Vicinam.2 Overvicw of Habcoo Trading One - Member Comnpany Limited. History of devolopmeot and establishment.2 Organizalional structure - Tả 34 3.3 Overview of distribution system al Tabeco Trading One Member Co.4 Actual situation of management of distribution system in Habeco ‘Irading One Member Co,, Ld.5 Current status of applying technology in distribution system management.58 CHAPTER 3: PROPOSAL OF SOLUTIONS FOR BETTER APPLICATION OF TRCIINOLOGY IN THE DISTRIBUTION SYSTEM MANAGEMENT ATTIABECO TRADING ONE MEMBER CO.1 Selecting lecknologies for the management of disuibution system. Objocives of spplication tcolmologios for the management al Habovo. Technologies for the management of distribution system co 68 3.
Recommendations for the effective and efficient application of technologies for the mumagoment of Habceo distibulion system 85 CONCLUSION. - - 9 LIST OF REFERENCE. eect iieeenenneieiencine Od APPENDIX3.ciieeeeeeeriue „09 LIST OF TABLES Table 1: Information about number distributor & monthly revenue of MTV Habeco.42 Table 2: Information about the quantity of sales team im MTV Habeco. 56 Table 3: Survey on distribution management reporting system in MTV Habeco.
63 Table 4: Evaluation of The BOD's commitment to DMS project implementation.83 ABBREVIATION HSB : Hanoi School of Business MBA : Master of Business Administration VNU : Vietnam National University HR Human Resources KPI Key Performance Indicator SMEs Small and medium enterprises HABECO Hanoi Beer Alcohol and Beverage Joint Stock Corporation MTV HABECO HABECO Trading One Member Co., Ltd FMCG Fast Moving Consumer Good DMS Distribution Management System ERP : Enterprise Resources Planning SSE Solution Software Enterprise ASM Area Sales Manager SS Sales Supervisor SR Sales Representative POSM Point of sales material GT : General Trade MT Modem Trade Figure 25: Payment flow for promotion program in MTV Haboeo. «co Figure 27: % personel division in MTV Habeco.ssesseerssusestseninntatinanotiee Figure 28: % of position in sales division in MTV Habeco.One applied in MTV Habeco ftom 2014 to 2016.à Higure 31: Current model of Enterprise Resources Planning applied in Habeco Table of Contents ABBREVIATION. suy Cana TOR RISERS es apart TIESTCR TA BUR wnwrcocrreernensscteoniensironeninenceetannseatpn snnceneoareeneiceraeince nena nnseonseerencuaenn geal HT OETERGDRKKỂGbt02o i00 c06c0c0010/8608/66G0230105i680023/004L3Siá808804ã3Sl0xASi2sùs30.sggiaa, J5, TITLE CHAPTER.
