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Turning market late-comers to market leaders

To enter Vietnam’s dairy and cattle industry, one of the earliest agricultural industries to be established in the country, New Holland had to compete with several foreign companies who had already entered the market and together held more than 80% of the market share.

Challenge
To enter Vietnam’s dairy and cattle industry, one of the earliest agricultural industries to be established in the country, New Holland had to compete with several foreign companies who had already entered the market and together held more than 80% of the market share. In order to be successful in their goals, New Holland would need to gain visibility and trust in their brand within a short timeframe.

Approach
To acquire brand visibility, awareness among New Holland’s potential customers and gain market share, DKSH Vietnam held roadshows across the country to showcase New Holland’s tractor range and demonstrate their various functions and applications.  

Market research reinforced DKSH’s awareness that the commitment to the local food safety regulations would be tantamount to success. Local customers must commit to the strict regulations from the World Trade Organization (WTO), Free Trade Agreement (FTA) and Trans-Pacific Partnership (TPP) in order to compete with imported products from Australia, New Zealand, the United States of America and Thailand. One of the key criteria is the quality of crops fed to cattle. To address these requirements, DKSH positioned New Holland as the comprehensive solution provider to help customers pass strict food safety regulations with tractors and implements such as mixers, forage and double chop forage harvesters, as well as corn planters etc. 

To reduce service cost and reduce machine downtime to the minimum, DKSH established three service centers in the North Central Coast, Highland and Southeast regions of Vietnam. Strategically built near our customers’ cattle farms these centers offer maximized support including 24/7 integrated after-sales service and spare parts replacement. 

Result
Even as a late-comer to the predominant market, New Holland won their target customers’ trust. The initiatives undertaken in partnership with DKSH resulted high quality crops for cattle, which met the government’s strict requirements. As a result, DKSH have successfully increased the sales of New Holland tractors, implements and spare parts by 300% year-on-year and the company has gained more than 80% of the market share in Vietnam.