The solution for improvement of horeca chanel in unilever food solution at Ho Chi Minh City

Abstract

Horeca is an acronym for the words Hotel (Hotel), Restaurant (in general, Restaurant, food service), and Catering or Coffee (in general, Food, Beverage, Coffee service). , Bar, Club ...). In Vietnam Horeca is defined as a HIGH-CLASS SALES CHANNEL for the Food & Beverage Industry (Food & Beverage). Economic development, the demand for entertainment of the people in the country is increasing, in parallel, Vietnam is also one of the attractive destinations for international tourists. Therefore, the amount of goods and services for this special consumption channel Horeca is in great demand. And there are now a lot of companies supplying input materials that are entering this market, so the need for rapid innovation and innovation is an issue that the company needs to focus on. With the presence of more than 25 years, Unilever's brands have become so familiar in Vietnamese consumers' minds. Therefore, Unilever is no exception for timely changes and improvements to keep pace with the rapid development of the era, especially the Food Solutions division with products specializing in providing culinary solutions for customers. found in fast-growing pace and stiff competition. Ho Chi Minh City is a key market, with the largest number of customers in the horeca channel, but the business situation is declining and failing to meet the targets set by the management. This also comes from a number of subjective and objective reasons. Regarding objective issues, this is a force majeure element, hard to solve. The article will analyze in depth the problems and causes stemming from the company such as price policy, promotions and sales team. To help the company overcome the current limitations, increase the efficiency in business operations and increase the competition in the fierce market today, the author decided to choose the topic: “THE SOLUTION FOR IMPROVEMENT OF HORECA CHANEL IN UNILEVER FOOD SOLUTION AT HO CHI MINH CITY”as the research topic for her graduation thesis.