Giới Thiệu

Marketing assistance provided for a continuous period of 20 months. Interventions included situation analysis, action planning, impact assessment and sales training. Critical conclusions derived in branding, pricing and distribution channel. The assignment involved close operational involvement with the sales & marketing staff rather than only consulting inputs. A total of about 100 consulting days were spent on the field and about an equivalent number at the home office.

The initiation of the assignment involved a complete situation analysis of MSC’s target market Southern Vietnam, with respect to demand-supply gap, status of other players (market share, brand image, pricing, marketing thrust, etc.) and market characteristics (segmentation, buying/ selling behaviour, needs and perceptions of both the distribution channel and end-users.