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Drilling into the Vietnamese dental market

Taking the first bites into a new business segment in a new country can challenge even the biggest brands. It helps to have a partner on the ground you can trust, with the expertise required in sales, customer care, supply chain, warehousing and delivery to bring about significant sales growth and open the way to sustainable market success.

Challenge
A world-famous US corporation opened for business in Vietnam in December 1994, it became active in several sectors, including electrical distribution, telecommunications, medical, office, home products and dental.

Originally their dental business in Vietnam worked through wholesalers, however the company soon discovered the disadvantages of this approach: it could neither control market prices nor obtain transparent reports with customer contact details. And despite the enormous potential of the market, their sales and market share were consistently failing to develop as they should.

Approach
DKSH Vietnam became aware of the local difficulties this company faced in the dental sector and was determined to prove that our Market Expansion Services could bridge the gap between their ambitious targets and its sales achievements.

Although the dental business is very complex and was totally new to DKSH Vietnam at the time, drawing on our extensive global and local expertise, the DKSH Healthcare team created a comprehensive strategy for this client and invested heavily in bringing it to life.

We set up a dedicated customer care team specializing in dental products, established an urgent delivery route supplying dental products, and held product training for all staff involved in customer care, supply chain, warehousing and delivery. The team also proactively coordinated product sales with the client at several important dental exhibitions.

Result
Thanks to DKSH’s expertise and Market Expansion Services, the first year of cooperation (2008 to 2009) brought a superb achievement that far exceeded our clients expectations. Since then sales have continued to grow by double-digits per year.

In addition, due to DKSH’s efforts, the business no longer depends on wholesalers, but deals directly with dental clinics nationwide. This means that 450 dental clinics and hospitals across the country now enjoy excellent service through DKSH and our client receives the essential market feedback it requires to further expand its offering.

Market Expansion Services at work: for significantly higher sales and service reputation
DKSH’s experience, service expertise, and commitment to providing outstanding Market Expansion Services to our business partners is helping to crown our clients dental business in Vietnam with success. The five members of DKSH’s dedicated Dental team, backed by the entire DKSH Vietnam logistics team, are achieving constantly improving sales, a growing market share and a vastly enhanced service reputation for our client in the medical dental segment.