In recent years, the demand for medical and dental equipment in Vietnam has
been dramatically increased. Due to the dire need of modernizing the healthcare
infrastructure in Vietnam, opportunities have arisen for local importers to penetrate
overseas healthcare-related products into this market. In this study, an operational
import plan of dental equipment appears as a proper suggestion for market
players.
The thesis is carried out based on the real case of Meditronic centre, Viettronic
DongDa Joint Stock Company. For the purpose of providing recommendations
for the company to launch an import project, this study focused on logistics and
marketing strategies. The thesis utilizes the mix of qualitative and quantitative
methods, combining with both primary data and secondary data collection.
The main theme of this thesis begins with the description of the chosen product,
which is Minray intraoral X-ray equipment, and its producer, Soredex Oy (Finland).
A market analysis is subsequently provided for the purpose of giving an
overview of Vietnam’s market environment and evaluating the project’s potentiality.
The thesis gives out a plan of logistics and marketing which consists of a theoretical
framework. In this project, road transport and air transport are both utilized
as an intermodal choice of goods transportation. With reference to Incoterms and
factors of real case, DDU (Delivered Duty Unpaid) is selected to be the term of
delivery from Finland to Vietnam. Besides, the study goes into the details of analyzing
the market situation and the company’s real case in order to plan a marketing
campaign for the product in Vietnam’s market.
In conclusion, some recommendations are drawn up. To accomplish an import
project successfully, all the factors of logistics, marketing and finance must be
carefully considered. The collected information and results in this study can be
helpful for Vietnamese importers as well as for foreign exporters to enter Vietnam’s
market.