Improving performance of long-term dealers: a study of Sông Vàm Rice Company

Abstract

Sông Vàm Rice is a company working in the rice industry. It was established in 2016, the main business of the company is providing hygiene and speciality rice (products without pesticide residuals) for customers in Ho Chi Minh city. The company developed its distribution channel with the strategy: Focusing on cooperating with dealers. However, the actual performance of dealers channel in 2019 was lower than the target of CEO. This affected sales revenues, profits and relationships between Sông Vàm Rice and its dealers. This study used secondary data, primary data of the company to explore the main problem it is facing: “ Underperformance of long-term dealers”. In which, the root cause was identified that the company lacked of a trade marketing plan to support long-term dealers. Therefore, we proposed three alternative solutions to deal with the main problem by using qualitative research and quantitative research. These solutions could help the company improving performance of long-term dealers and build a sustainable relationship with them.