HO CHI MINH CITY UNIVERSITY

OF FOREIGN LANGUAGES - INFORMATION TECHNOLOGY

FACULTY OF BUSINESS ADMINISTRATION
---------***--------

DISTRIBUTION CHANNEL STRATEGY REPORT

Major: Marketing

DISTRIBUTION NETWORK FOR MWG

Student’s name:
Nguyen Ngoc Anh Thu - 21DH484210
Vuong Dang Bao Chau - 21DH484801
Le Thi Thuy Linh - 21DH484962
Nguyen Nhu Ngoc - 21DH485056
Class: 23212502304

HCMC, 02/2024
 Table of Contents
Table of Contents
List of Figures
CHAPTER 1: INTRODUCTION.........................................................................................................1
CHAPTER 2: MW DISTRIBUTION STRATEGY...........................................................................2
2.1. Facilities.......................................................................................................................................2

2.2. Inventory......................................................................................................................................2

2.3. Transportation............................................................................................................................2

2.4. Information..................................................................................................................................3

2.5. Sourcing.......................................................................................................................................3

2.6. Pricing..........................................................................................................................................3

CHAPTER 3: CURRENT SALES PERFORMANCE.......................................................................4

3.1. Current sales performance problems.......................................................................................4

3.1.1. Revenues fall..........................................................................................................................4

3.1.2. Profits decrease.....................................................................................................................5
3.1.3 The reduction in the number of stores....................................................................................6
3.2. Causes of MW's current sales performance problems............................................................7

3.2.1. The consumer demand for electronics has decreased...........................................................7

3.2.2. Consumer finance decreased.................................................................................................8
3.2.3. Fierce competition.................................................................................................................8
CHAPTER 4: MARKET ANALYSIS.................................................................................................9
4.1. Analysis of the current retail market........................................................................................9

4.2. Retail market trends...................................................................................................................9

CHAPTER 5: APPROPRIATE SOLUTIONS/DISTRIBUTION NETWORK DESIGNS..........11

5.1. The reasons for Thegioididong's new distribution strategy..................................................11

5.2. The Dropshipping model..........................................................................................................11

5.2.1. The parties involved in Mobile World's online sales...........................................................11

5.2.2 The operation process of MWG when selling online............................................................12
5.2.3. The advantages of the Dropshipping model for Thegioididong..........................................12
5.2.4. The drawbacks of the Dropshipping model for Thegioididong...........................................12
5.3. The VIP Gift Card....................................................................................................................13

CHAPTER 6: CONCLUSION...........................................................................................................14
REFERENCES.....................................................................................................................................15

List of Figures
Figure 1. MWG's 2023 total revenue............................................................................................4
Figure 2. MWG's 2023 total online revenue.............................................................................4
Figure 3. MWG's 2023 chain revenue structure........................................................................5
Figure 4. MWG’s 2023 Income Statement...............................................................................6
Figure 5. Number of MWG stores in 2022...............................................................................6
Figure 6. Number of MWG stores in 2023...............................................................................7
Figure 7. Manufacturer Storage with Direct Shipping (The Dropshipping model)................11
CHAPTER 1: INTRODUCTION

Founded in 2004, Mobile World Investment Corporation (MWG) has grown from a basic e-
commerce model to a retail powerhouse with over 5,700 stores across Vietnam. Their popular
brands include Thegioididong (mobile phones), Dien May Xanh (electronics), Bach Hoa Xanh
(groceries), An Khang Pharmacy, and AVA Kids. In October 2004, the company opened its first
supermarket on Nguyen Dinh Chieu Street, with an area of over 200 square meters. This
supermarket stood out from the thousands of small mobile phone stores in Ho Chi Minh City.
Just three years later, in 2007, MWG opened its 100th store in Vietnam, marking its rapid
development. In 2014, MWG expanded its business into the retailing of computers and electronic
devices with the Dienmayxanh.com chain (later renamed Dien May Xanh Supermarket for the
retailing of electronics and electrical appliances). In March 2018, MWG acquired a 40% stake in
the Phuc An Khang pharmaceutical chain, which was subsequently renamed An Khang
Pharmacy. As of October 2023, MWG operates over 5,700 stores nationwide (Thuỳ Linh, 2023).
MWG strives to deliver the best shopping experience through quality, diverse products, modern
technology, and professional service. Their mission is to earn customer satisfaction and trust.
Additionally, they have an ambitious vision to become a leading retail player in Southeast Asia.
MWG actively expands its reach through store networks, exceeding 2,000 Thegioididong.com
and Dienmayxanh.com stores, solidifying their position as a top Vietnamese retailer. They've
also ventured into Cambodia and Laos' mobile phone markets, demonstrating their commitment
to international expansion.
Recognized as one of Vietnam's fastest-growing and most influential retail companies, MWG
continues its momentum by investing in technology, digital services, and store network
expansion. They prioritize improving the shopping experience, customer service, and online
sales channels to maintain their competitive edge in the electronics market.

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CHAPTER 2: MW DISTRIBUTION STRATEGY

2.1. Facilities
MWG's facilities include a large network of retail stores and distribution centers throughout
Vietnam. MWG owns and operates several well-known retail chains in Vietnam, including
Thegioididong, DienmayXANH, Bachhoaxanh, An Khang and AVAKids.
In addition, MWG has distribution centers to manage and distribute goods to the retail stores.
These distribution centers are designed to meet storage and inventory management needs,
ensuring continuous and efficient supply to the retail stores. MWG also has management and
support offices to facilitate business operations. Furthermore, MWG has an IT infrastructure
system to support information management and online transactions.

2.2. Inventory

MWG has been highly regarded by the technology industry for its ERP software system. When a
store in the system runs out of stock, the software automatically identifies which warehouse has
the particular phone model and sells it to the customer. The system can also track delivery to
ensure that there is no excess or shortage of inventory, and it can calculate the availability of
each component in a phone to determine when to replenish the stock. MWG's actual inventory is
always sufficient to meet customer demand. However, inventory management is subject to
supply and demand factors, and it is inevitable to have some level of inventory on hand.

2.3. Transportation

MWG has an internal logistics system to manage the transportation of goods from warehouses to
its retail stores within its supply chain. This system includes warehouse management, packaging,
loading, and delivery. The MWG Board of Directors successfully transformed the ownership of
the Dedicated Installation and Warranty Services Company from a limited liability company to a
joint-stock company (Hà Anh, 2021).
Additionally, MWG collaborates with external transportation companies to transport goods from
suppliers or distribution centers to its retail stores. Furthermore, MWG utilizes online
transportation platforms to deliver goods to end customers, including express delivery services,
courier services, or partnering with online delivery applications.
MWG employs various transportation methods to ensure that goods are delivered on time and
efficiently reach customers.

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2.4. Information

Information is the lifeblood of Thegioididong's supply chain, from predicting demand and
managing inventory to streamlining logistics and ensuring customer satisfaction. By analyzing
data, they optimize stock levels, source efficiently, track shipments, and provide accurate
information, ultimately reducing costs and delighting customers. This information flow fuels
their success in the competitive Vietnamese electronics market.

2.5. Sourcing

MWG collaborates with major phone brands such as Apple, Samsung, Xiaomi, etc., to become a
reliable partner that ensures an adequate supply and quality for its customers. In addition to
phone brands, MWG has also partnered with several laptop brands like MSI, Asus, HP, and Acer
(Cafebiz, 2023). Furthermore, MWG has signed a cooperation agreement with Viettel to provide
money transfer services to bank accounts at over 2,200 Thegioididong or Dienmayxanh stores
nationwide, offering customers additional services when they visit the stores.

2.6. Pricing

MWG is renowned for offering a wide range of products and brands, catering to different
customer preferences and budgets. While the prices at MWG may be higher by 1-2 million VND
compared to competitors, the high-quality services provided to customers when they visit MWG
are highly praised. However, it cannot be denied that during sale events and with the purchase
incentives at MWG's retail stores, customers are extremely satisfied and feel that the price
difference is well worth it compared to buying from MWG's competitors.

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CHAPTER 3: CURRENT SALES PERFORMANCE

3.1. Current sales performance problems

3.1.1. Revenues fall

According to data from the Consolidated Financial Report for the Fourth Quarter of 2023 and the
full year 2023 business results report published on the parent company's official website,
accumulated throughout the year, the MWG has achieved a net revenue of 118,280 billion VND.
VND, down 11% over the same period in 2022, and simultaneously completing 88% of the 2023
revenue plan of VND 135,000 billion.

Figure 1. MWG's 2023 total revenue

Of these, online revenue reached 16,899 billion VND (down 11% over the same period last
year), contributing 14% of the MWG's total revenue of 2023.

Figure 2. MWG's 2023 total online revenue

In terms of revenue structure, Dien May Xanh and Bach Hoa Xanh accounted for the largest
proportions (46.7% and 26.7 %, respectively). Next is the Mobile World, at 23.9%.

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 Figure 3. MWG's 2023 chain revenue structure

With the Mobile World and Dien May Xanh chains, full-year revenue reached 28 and 55 trillion
VND, respectively, down compared to 2022, in which most industries had negative growth,
except for the air conditioning industry.
With the Bach Hoa Xanh chain, the year's revenue was 31.6 trillion VND, up 17% over the same
period. In December, average store revenue reached 1.8 billion VND.

3.1.2. Profits decrease

The pre-tax profit reached 690 billion VND, less than 88% of 2022. The profit after tax
decreased more sharply, reaching only nearly 168 billion VND, which is equal to 4% compared
to 2022. This is said to be the lowest profit of the past 10 years of MWG. The gross profit
margin decreases to 19%.

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 Figure 4. MWG’s 2023 Income Statement

3.1.3 The reduction in the number of stores

Figure 5. Number of MWG stores in 2022

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 Figure 6. Number of MWG stores in 2023

By 2023, the company closed nearly 250 stores. MWG now has nearly 1,078 Mobile World/Top
zone stores, 2,190 Dien May Xanh stores, 1,698 Bach Hoa Xanh stores, and 527 An Khang
pharmacies. About the HR issue, Mobile World only has 65,414 employees, a decrease of nearly
8,600 employees compared with the beginning of the year in the context of the declining
business situation.

3.2. Causes of MW's current sales performance problems

3.2.1. The consumer demand for electronics has decreased.

Although the COVID-19 pandemic has officially ended, 2023 is still a year full of uncertainty
for the world economy, as economies have to cope with inflation, high interest rates, and large
debt levels. According to a report published by the Asian Development Bank (ADB), it is
forecast that by 2023, Vietnam's economy will be limited due to the global recession, continued
tightening of monetary policy, and spillover effects from the Russia-Ukraine conflict. The
difficult economy makes people tend to save money and limit purchases of luxury items such as
electronics. PwC's "Consumer Habits 2023" survey shows that Vietnamese consumers are more
cautious in their spending habits. Specifically, 62% of consumers tend to reduce their
consumption of non-essential items, which is lower than the global average (69%).

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3.2.2. Consumer finance decreased

Another "culprit" affecting revenue was revealed by Chairman Nguyen Duc Tai of Mobile
World at the 2023 Annual General Meeting of Shareholders, which was Consumer Finance.
According to Mr. Tai, Consumer Finance has a large negative impact on revenue. In the past,
revenue from consumer loans was up to 35% of the group's total revenue. "Previously, we had
three or four installment payment partners, but now, there is only one party capable of providing
services. Second, even if one person makes an effort, the application approval rate drops sharply.
If it was previously possible to approve up to 60%-70%, it would be only 20%. Falling
installment loan sales is a cause of revenue decline," Mr. Tai said.

3.2.3. Fierce competition

At the 2023 Shareholders' Meeting, MWG Chairman of the Board of Directors Nguyen Duc Tai
expressed: "Previously, MWG was not too cautious about the price difference of Apple products
of the Mobile World chain compared to its competitors." And this is the gap for competitors to
find customers." Therefore, the MWG decided to launch its advertising strategy with the
message "The price is so cheap.” FPT Retail also quickly responded with the campaign "Cheaper
than cheap.” Di Dong Viet launched the campaign "Cheaper than cheap products". Hoang Ha
Mobile also launched the campaign "Welcome a brilliant summer, sale as cheap as possible".
This continuous price reduction has many potential risks, not only affecting the revenue and
profits of the business but also affecting brand reputation. This can lead customers to
underestimate the quality of MWG's products and services.

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CHAPTER 4: MARKET ANALYSIS

4.1. Analysis of the current retail market

In the past, people used to buy and sell directly at supermarkets, convenience stores, or
traditional markets, today the demand for online shopping is gradually becoming popular after
the Covid-19 pandemic. E-commerce platforms such as Shopee, and TikTok shop,... show the
growth of non-essential items. (Đỗ, 2023) According to statistics, the types of goods and services
that consumers shop for online the most are cosmetics, clothing, and footwear accounting for
76%, household appliances accounting for 67%, electronics and technology accounting for 61%,
books, and gifts accounting for 53%, online movies accounting for 35% and foods accounting
for 32%.
(Đỗ, 2023) According to the 2023 E-commerce report, B2C e-commerce revenue reached $16.4
billion, accounting for 7.5% of the country's total retail sales of consumer goods and services. In
2023, with revenue of $20.5 billion, it is estimated that the proportion of B2C e-commerce
revenue accounts for about 7.8% - 8% compared to the total retail sales of consumer goods and
services nationwide.
The above statistics show that the e-commerce business is growing rapidly. Retail businesses
have had investment goals to change the direction of business development and expansion on e-
commerce platforms to meet the shopping needs of consumers. This is a trendy development and
helps businesses improve sales, creating opportunities to find flexible business operating models,
save costs, and optimize resources to access the global supply chain.

4.2. Retail market trends

In the context of the economic and political downturn in the world, the retail industry has to bear
heavy consequences. But along with the efforts of businesses and the development of supporting
technology in the field of management, payment, and transportation, the retail industry has made
positive changes from the fourth quarter of 2023. The retail industry will be predicted to have
three leading trends in Vietnam.
Expanding online sales channels is a dominant trend, helping to save costs and increase revenue.
The government is also promoting trade promotion programs, distributing goods through e-
commerce to expand domestic consumption, and calling Vietnamese people to use Vietnamese
goods.
The trend of Shoppertainment & Edutainment is also one of the trends that cannot be ignored in
the retail industry. This trend will combine shopping with entertainment, creating educational

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content with products. This is an innovative and attractive trend that helps marketing content
increase intelligence, and education and provide useful information to customers.
Cashless payments have also become popular. Commercial banks and financial institutions will
be coordinated by businesses to catch up with the trend of convenient payment for shoppers.
Entering 2024, the world economy still has potential risks and impacts on Vietnam's economic
growth. Therefore, the retail industry needs more promotion from retailers to be able to maintain
growth and achieve effective sales revenue.

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CHAPTER 5: APPROPRIATE SOLUTIONS/DISTRIBUTION NETWORK DESIGNS

5.1. The reasons for Thegioididong's new distribution strategy

To develop business in the digital age, Thegioididong needs to focus on building and developing
online sales channels, by upgrading websites, mobile applications, CRM systems, and chatbots
to reach more customers. It also takes advantage of the offline store system as delivery points,
pickup points, and product experience points for online customers. Customers can order online
and receive goods at the nearest store, or go to the store to see and try products before deciding
to buy online. This increases customer trust and satisfaction with products and services.
In addition, Thegioididong also combines online sales and point redemption through the
application to personalize the customer experience and increase competitiveness. Customers can
accumulate points when buying online or offline, and exchange attractive gifts from its partners.

5.2. The Dropshipping model

Dropshipping is a business model where the seller does not have to keep inventory but only
needs to order from the supplier when there is an order from the customer. The supplier will
deliver the product directly to the customer, saving the seller a lot of costs and time.

Figure 7. Manufacturer Storage with Direct Shipping (The Dropshipping model)

5.2.1. The parties involved in Mobile World's online sales

Mobile World (MW): An online sales unit responsible for marketing, attracting customers,
processing orders, and managing customer relationships. They act as a platform, not a producer
or importer.
Suppliers: Entities providing products to MW. They manage product storage, packaging, and
transportation to customers. Responsible for product quality, warranties, returns, and delivery
issues.
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Customers: Purchasers of products on the MW website. Responsible for payment, product
receipt, and evaluation. Enjoy MW's policies and have complaint/refund rights for discrepancies
or damage.
After the customer receives the product, MWG will pay the supplier via the payment system,
MWG needs to choose a payment method that is safe and convenient for both the company and
its customers such as PayPal, Momo, Visa... or pay on delivery (COD).

5.2.2 The operation process of MWG when selling online

Step 1: Customer finds and purchases a product on the MW website.

Step 2: MW processes the order and forwards it to the relevant supplier.
Step 3: The supplier fulfills the order by packaging and shipping the product to the customer.
Step 4: Customer receives the product and evaluates it.
Step 5: Upon customer confirmation, MW releases payment to the supplier through a safe and
convenient method (online payment or COD).

5.2.3. The advantages of the Dropshipping model for Thegioididong

Increased product variety: Dropshipping allows Thegioididong to offer a wider selection of

products without having to invest in carrying inventory themselves. This could be especially
beneficial for products with unpredictable demand or high value and low demand, such as high-
end electronics or niche appliances.
Reduced inventory costs: The company would not need to pay for storage space or manage its
inventory levels, which can lead to significant cost savings.
Lower fixed costs: With drop-shipping, Thegioididong would not need to invest in its own
warehouses or distribution centers, which can free up capital for other investments.
Faster access to new products: MWG could offer new products to customers as soon as they
are available from the manufacturer, without having to wait for them to be shipped to their
warehouses.
Improved customer satisfaction: Drop-shipping can provide a good customer experience in
terms of delivery to the customer location.

5.2.4. The drawbacks of the Dropshipping model for Thegioididong

Longer lead times: Customers might wait longer compared to competitors who store products.
Higher shipping costs: Multiple shipments can inflate costs, negating storage cost savings.
Reduced quality control: Relies on manufacturers, potentially impacting customer perception.
Complex returns: Processing returns from multiple vendors can be cumbersome and expensive.

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To solve these problems, MWG needs to implement the following solutions and
recommendations:
- Choose a reputable supplier: MWG needs to choose a supplier capable of providing
high-quality products, efficient delivery with positive customer reviews, number of
orders, return rate, delivery time, and warranty policy.
- Strict supplier management: MWG needs to closely manage suppliers to ensure
they comply with MWG standards. MWG may request suppliers to send product
samples to check quality before placing an order. MWG should also monitor order
status and communicate regularly with suppliers to resolve problems if any.
- Provide good customer support: MWG should clearly inform customers about the
ordering process, delivery time, shipping fees, and supplier's return policy.
Thegioididong should also create easy communication channels for customers such as
phone, email, chatbot, and social networks to handle customer inquiries and
complaints promptly and professionally.

5.3. The VIP Gift Card

Thegioididong's VIP Gift Card program can empower its distribution strategy, especially the
dropshipping model in several ways. Firstly, it incentivizes online purchases through exclusive
discounts, gifts, and bonus points within the VIP Gift app. This potentially boosts profit margins
while attracting new customers seeking rewards and personalization. Secondly, the program
fosters customer loyalty and repeat business by encouraging frequent purchases through points
accumulation and redemptions. Customers coming to the store will receive advice from staff
about the product and how to use the application. Customers can also play games on the app to
receive extra points and redeem gifts or vouchers. Additionally, by integrating with the
website/app, the program strengthens thegioididong's online presence and competitiveness in the
e-commerce landscape.

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CHAPTER 6: CONCLUSION
While MWG's past success was built on a flexible and effective distribution strategy, the
evolving market landscape with its fierce competition and shifting consumer preferences has
exposed the limitations of this approach. This has resulted in declining revenue and profit,
hindered promotions, and the closure of hundreds stores in 2023. To adapt and thrive, MW
should consider a strategic shift, potentially incorporating elements of the dropshipping model
and strengthening its customer loyalty program through a revamped point accumulation system.
Such a combined approach could enhance business efficiency, improve inventory management,
and cater to changing consumer demands, ultimately propelling MW towards future success.

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