(LUẬN văn THẠC sĩ) enhancing banquet program performance a case of heineken vietnam brewery

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(LUẬN văn THẠC sĩ) enhancing banquet program performance a case of heineken vietnam brewery

UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of BusinessUEH**«*>♦■ OrrLI SBTRAN BA KHO1ENHANCINGBANQUET PROGRAM PERFORMANCEA CASE OF:

(LUẬN văn THẠC sĩ) enhancing banquet program performance a case of heineken vietnam brewery : HEINEKEN VIETNAM BREWERYMASTER OF BUSINESSHo Chi Minh City - Year 2019UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of BusinessInumM

lxul Schoci BvUr«nTRAN BA KHOIENHANCINGBANQUET PROGRAM PERFORMANCE A CASE OF: HEINEKEN VIETNAM BREWERYMASTER OF BUSINESSSUPERVISOR: NGUYEN THI MAI TRA (LUẬN văn THẠC sĩ) enhancing banquet program performance a case of heineken vietnam brewery

NGHo Chi Minh City - Year 2019EXECUTIVE SUMMARYAccording to the development plan until 2020, the Vietnamese beer industry will reach an output about 4

(LUẬN văn THẠC sĩ) enhancing banquet program performance a case of heineken vietnam brewery

.1 billion liters by 2025 to 4.6 billion liters and 5.5 billion liters by 2035. However, beer consumption already reached more than 4 billion liters b

UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of BusinessUEH**«*>♦■ OrrLI SBTRAN BA KHO1ENHANCINGBANQUET PROGRAM PERFORMANCEA CASE OF:

(LUẬN văn THẠC sĩ) enhancing banquet program performance a case of heineken vietnam brewery ative growth in recent years. Vietnam is becoming an attractive beer market that makes both domestic and international beverage businesses stand to ti

ght.Winning in the beer industry mainly depends on marketing technique secrets more than finance and product recipe. Businesses seize market share by (LUẬN văn THẠC sĩ) enhancing banquet program performance a case of heineken vietnam brewery

unique marketing strategy from advertising, communication to promotion in all channel such as on premise, off premise, modern on premise, modern off p

(LUẬN văn THẠC sĩ) enhancing banquet program performance a case of heineken vietnam brewery

remise and brand building right at the initial customer level.Mention about the communication and promotion in beer market. Many customers and consume

UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of BusinessUEH**«*>♦■ OrrLI SBTRAN BA KHO1ENHANCINGBANQUET PROGRAM PERFORMANCEA CASE OF:

(LUẬN văn THẠC sĩ) enhancing banquet program performance a case of heineken vietnam brewery Banquet ect.From 2016, HVB discovered that Banquet catering is a popular segment and had strongly impact to beer market share but HVB have not much f

ocused on this channel before. That is the main reason Banquet promotion program was piloted from 2016. With the successful of the first year ran prom (LUẬN văn THẠC sĩ) enhancing banquet program performance a case of heineken vietnam brewery

otion in small scope only two provinces, HVB continued to expand program with more than 30 provinces (in 1’3.2018). When expand the program so quick i

(LUẬN văn THẠC sĩ) enhancing banquet program performance a case of heineken vietnam brewery

n the short time like that, it led to there was many problems and issuses that effected to performance of program and not adapt to the management's ex

UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of BusinessUEH**«*>♦■ OrrLI SBTRAN BA KHO1ENHANCINGBANQUET PROGRAM PERFORMANCEA CASE OF:

(LUẬN văn THẠC sĩ) enhancing banquet program performance a case of heineken vietnam brewery push, check and support ST which played the most important role on poor performance of Banquet p.3.2018 which compaircd to other factors. Moreover, so

me reasonable solutions would be recommended to improve performance of Banquet in the future.ACKNOWLEDGEMENTWith out the extremely enthusiastic encour (LUẬN văn THẠC sĩ) enhancing banquet program performance a case of heineken vietnam brewery

agement, guidance and support of Associate Professor Nguyen Thi Mai Trang and ortlier teachers in ISB (International School of Business), the entire m

(LUẬN văn THẠC sĩ) enhancing banquet program performance a case of heineken vietnam brewery

aster-level project would not be completed with the highest qualified research. I would like to say thank and appreciate to my advisors. It has been a

UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of BusinessUEH**«*>♦■ OrrLI SBTRAN BA KHO1ENHANCINGBANQUET PROGRAM PERFORMANCEA CASE OF:

(LUẬN văn THẠC sĩ) enhancing banquet program performance a case of heineken vietnam brewery ng in ISB and working on my research. Your patience, understanding and respecting greatly appreciated.CONTENTSEXECUTIVE SUMMARYACKNOWLEDGEMENTLIST OF

TABLES.....................................................1LIST OF FIGI RES...................................................1ABBREVIATION.......... (LUẬN văn THẠC sĩ) enhancing banquet program performance a case of heineken vietnam brewery

.............................................21.INTRODUCTION...................................................3

UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of BusinessUEH**«*>♦■ OrrLI SBTRAN BA KHO1ENHANCINGBANQUET PROGRAM PERFORMANCEA CASE OF: