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TON DUC THANG UNIVERSITY
FACULTY OF BUSINESS ADMINISTRATION
DEPARTMENT OF BUSINESS ADMINISTRATION
PROFESSIONAL INTERNSHIP
REPORT
PLANNING MARKETING FOR WATER GATE
VALVES AT MINH HOA THANH IMPORT EXPORT
AND TRADING CO., LTD.
SUPERVISOR: ……
PROFESSIONAL INSTRUCTOR: ..
STUDENT’S NAME: …
STUDENT ID: …
CLASS ID: ….
HO CHI MINH CITY 4/2023

TABLES OF CONTENTS
TABLES OF CONTENTS..........................................................................................2
INTRODUCTION.......................................................................................................1
CHAPTER 1: OVERVIEW OF THE COMPANY FOR INTERNSHIP...................2
1.1 Overview of Minh Hoa Thanh Import Export And Trading Co., Ltd. (Minh
Hoa Thanh)..............................................................................................................2
1.1.1 Operation and Development.......................................................................2
1.1.2 Business Activities Fields of Minh Hoa Thanh..........................................3
1.1.3 Organization Structure of Minh Hoa Thanh...............................................4
1.1.4 Personnel situation of Minh Hoa Thanh.....................................................6
1.1.5. Business Operation Performance of Minh Hoa Thanh for the period
2015-2017 ............................................................................................................9
CHAPTER 2: ANALYZING THE OPERATIONAL PROCESS OF THE
COMPANY...............................................................................................................11
2.1 The Operational Process of Minh Hoa Thanh.................................................11
2.1.1. Analysis of Business activities ................................................................11
2.1.2. SWOT Analysis.......................................................................................12
2.1.3. Advantages of Minh Hoa Thanh..............................................................13
2.1.4 Disadvantages of Minh Hoa Thanh ..........................................................14
2.2 Marketing-Mix Plan for Water Gate Valves in Asian and European Markets.
...............................................................................................................................16
2.2.1 Developing Marketing Strategies and Plans.............................................16
2.2.2 Developing Marketing-Mix Plan for Water Gate Valves in Asian and
European Markets..............................................................................................24
CHAPTER 3: RECOMMENDATIONS AND SOLUTIONS..................................35
3.1 Target market...................................................................................................35
3.2 Branding ..........................................................................................................35
3.3 Advertising ......................................................................................................35
CONCLUSION.........................................................................................................36
REFERENCES..........................................................................................................38
CUSTOMER RESEARCH TABLE

TABLE OF FIGURES, TABLES AND PICTURES
Figures
Figure 1.1: Minh Hoa Thanh Valves Products ...............................................................3
Figure 1.2: Organizational Structure...............................................................................4
Figure 1.3: Rate of Labour Age ......................................................................................7
Figure 1.4: Rate of Degree..............................................................................................8
Figure 1.5: Sales Revenue 2015-2017 ............................................................................9
Figure 1.6: Costs of Minh Hoa Thanh in 2015-2017....................................................10
Figure 1.7: Operation Statistics.....................................................................................11
Figure 2.1: SWOT Analysis..........................................................................................12
Figure 2.2: Global Market forecast 2016-2024.............................................................17
Figure 2.3: % Breakdown of key end-use secotrs.........................................................18
Figure 2.4: Industrial vale market trend........................................................................20
Figure 2.5: Global Marketshare of gate vales in 2015-2017 ........................................21
Figure 2.6 The competitors ...........................................................................................22
Figure 2.7: Growth of construction spending in 2014-2019.........................................23
Tables
Table 1.1: Labour Age Statistics.........................................................................................7
Table 1.2: Degree of labour force .......................................................................................8
Table 1.3: Data of Minh Hoa Thanh Business Activities 2015-2017 .....................................9
Table 2.1: Compare Minh Hoa Thanh Business Activities between 2016 and 2017 .............11
Table 2.2: Global Marketshare of gate vales in 2015-2017.................................................20
Table 2.3: Industrial Valves Market, by Valve Type: .........................................................21
Table 2.4: Pricing of PPR gate valve.................................................................................30
Table 2. 5: Pricing of steel valve.......................................................................................31
Table 2.6: Pricing for Gate valve flange3 ..........................................................................31
Table 2.7: Pricing for Brass gate vale lock handle..............................................................32
Table 2.8: Pricing for Brass gate vale – Miha brand...........................................................33
Pictures
Picture 2.1: Three elements of the effective product strategy ..................................................25
Picture 2.2: Process of Product Strategy...................................................................................26

1
INTRODUCTION
The global industrial valve market is expected to grow at a CAGR of 5.4%
over the next half-decade and is predicted to surpass $ 70 billion by 2019. Latin
America, the Middle East and Africa are expected to be the emerging market for
industrial valves. The Asia-Pacific market is expected to grow at the fastest rate
compared to other regions.
Industrial valves are devices used to regulate flow and control in piping
systems. Valves are used to adjust, start and stop, or control the direction of liquid
or gas, flowing through the piping system. The industrial valve market has been
segmented on the basic of its application in industries such as Petroleum, Chemical,
Urban Infrastructure, Electricity and other fields.
The industrial valve market is expected to grow at a steady pace during the
first half of the next decade. The demand for industrial valves is expected to be
driven by significant expansion in the oil and gas industry (Valves for the Oil and
Gas industry), industrial valves, valves for the urban infrastructure sector.
marketing, and power industry. One of the fastest growing markets for industrial
valves is the Middle East and Africa. Demand for valves in the Middle East is
expected to play a direct role in global valve manufacturing; promote distribution
channels such as supplying raw materials and providing refined products for valve
manufacturing. Growth in oil and gas industry and energy applications is expected
to boost the demand for industrial valves in Africa. The demand for water and
wastewater treatment and the expansion of oil and gas fields to countries such as
India and China will boost the demand for industrial valves in the Asia-Pacific
region. Key markets such as Australia and South Africa have experienced a
downturn in the mining industry, thus directly reducing demand for valve products.
Since Minh Hoa Thanh main product is valve, I decided to choose the topic:
“Planning marketing for water gate valves at Minh Hoa Thanh Import Export and
Trading Co., Ltd.”. In addition, research on the subject also allows me to have the
opportunity to apply the knowledge in the field, to be exposed to new jobs, to learn
more in the industry. This is also an opportunity for me to equip myself with the
knowledge, skills and attitudes necessary to prepare myself for graduation.

2
CHAPTER 1: OVERVIEW OF THE COMPANY FOR INTERNSHIP
1.1 Overview of Minh Hoa Thanh Import Export And Trading Co., Ltd. (Minh
Hoa Thanh)
1.1.1 Operation and Development
1.1.1 Establishment, Operation and Development history of Minh Hoa Thanh
Company name: Minh Hoa Thanh Import-Export Trading Service Co.,
Ltd
Address: 199/2 Road I 19, Block 5, Thoi An Ward, District 12, Ho Chi
Minh City
Tel: (08) 62502299, 0982.666.352 - 0982 541 359 / Fax: (08) 62502299
Email: minhhoathanh@gmail.com - YM/Skype: minhhoathanh
Vision: Minh Hoa Thanh always desire desires to create a Vietnamese
company with good brand name with the best service.
Mission:
 For Market: Providing products - services according to international
standards, while providing unique and highly innovative
characteristics of Vietnamese people
 For partners: Commitment to the spirit of cooperation and
development.
 For staff: Always uphold and build a professional working
environment, dynamic, creative and humane.
 For society: Express sense of civic responsibility to the community
and maintain ethnic pride
Core value: "CEREMONY - WISDOM - PRESTIGE” means “LỄ - TRÍ-
TÍN"
Minh Hoa Thanh was established in 2012. Minh Hoa Thanh is proud of
being the Vietnamese leading prestigious manufacturer and exporter of gate valves.
During six years of establishment and development, Minh Hoa Thanh has supplied
customers high quality, innovative, value-priced products with diversified styles and
designs which range in different categories of products.
Nowadays, with the wishes to meet customers’ different requirements,
promote trading and introduce our products to global markets, Minh Hoa Thanh has
built the close long-term cooperation with many customers all over the world. In
addition, Minh Hoa Thanh has been planning to take part in many annual domestic
and international Trade Fairs in Hong Kong, America, England, German, Belgium,
etc. As a result, the company has been affirming step by step its position in

3
overseas markets such as EU, America, Australia, Japan…. With the team of
experienced and creative employees, Minh Hoa Thanh is ready to serve every
potential customer, and once purchasing from us, the customers are buying not only
products but also three 100% - 100% quality, 100% service, and 100% satisfaction.
Minh Hoa Thanh sincerely welcomes the friends from all over the world to mutual
development and friendly cooperation.
The year 2018 is the year in which there will be many changes in the
business. And when Vietnam integrates with TPP and ASEAN countries Minh Hoa
Thanh will take the chance and experience many great challenges. The company
needs more closely linked than to unite to overcome that challenge. With the great
effort, Minh Hoa Thanh has specific goal to enlarge export market
1.1.2 Business Activities Fields of Minh Hoa Thanh
Minh Hoa Thanh specializes in distributing gate valves with brand names of
MIHA, MBV and MI, manufactured by Minh Hoa Investment Joint Stock Company,
such as Check valve, butterfly Valves, ball valves, accessories Lace, welding
accessories, young tapes, supplies and fire protection, pressure relief valves, steel
pipe, brass foot valve, brass gate valve - gate valve, brass swing check valve, brass
ball valve - alloy ball valve, accessories stainless steel - stainless steel valve.
Figure 1.1: Minh Hoa Thanh Valves Products

4
In addition, Minh Hoa Thanh also distributes water meters with brand names
of Unik (Taiwan), Zenner-Coma (Germany), Shinha (South Korea) ... With
dynamic and enthusiastic sales team, Minh Hoa Thanh is always willing to serve
their customers with thoughtfulness and dedication, always bring friendly feeling to
their customers in business.
1.1.3 Organization Structure of Minh Hoa Thanh
This is chart of Minh Hoa Thanh organizational structure
Figure 1.2: Organizational Structure
Director is the top power of Minh Hoa Thanh that directly manage five departments
consisting of sales department, technical department, R&D department, accounting
department and department of general administration.
Roles of Director
The director plays an important roles and responsibilities in the company.
Essentially, he has the right to hire all employees, as well as assessing the overall
direction and strategy for his company. Moreover, he acts on behalf of the
shareholders to run the day to day affairs of Minh Hoa Thanh. The director is
accountable to the shareholders. Each year the company will hold an annual general
meeting at which the directors provides a report to shareholders on the performance
of Minh Hoa Thanh.
Roles of Sales Department
Sales department is one of the most important department in Minh Hoa
Thanh. The sales staff are in charge of looking for the sales opportunities with the
existing and new customers to sell products and services. Whenever, the company
has a meeting, they will organize effective presentation to their customers for their
target products. The sales manager takes responsibilities to identify the target
budget for each year with following-up percent of the budget realization each
quarter of year. To do this, sales manager has to definite business opportunities with
Directorate
Sales
Department
Technical
Department
Import-
Export
Department
Marketing
Department
Accounting
Department

5
each customer to be considered in the target budget or forecast list. Moreover, they
should development the rapports with all existing and new customers to know their
future plan as well as co-ordination with sales Department to reach the strategic
goals.
Roles of Technical Department
Technical Department is responsible for diagnosing any hardware or
software faults with these systems and will solve the issues either in person or over
the phone. By the way, they are in charge of installation and configuration of a
company’s computer hardware operating systems and applications. Every day, IT
staff have to maintenance and monitor computer networks and systems, as well as
testing and evaluating new technology. In addition, they performing electrical safety
checks on the company’s computer equipment.
Roles of Marketing Department
Minh Hoa Thanh marketing department has overall responsibility for its
growing revenue, increasing market share and contributing to the company growth
and profitability.
The Marketing team does the research that aims to identify market
opportunities and gain a better understanding of customer needs. They also do the
survey to understand competitors’ strengths and weaknesses so they can take action
to protect Minh Hoa Thanh business with their current customers or win business
from weaker competitors. Moreover, the marketing department works with internal
or external product development teams from technical department to develop new
products or improve existing ones. They also plan campaigns and develop
communications material to promote vale products to customers and prospects. In
addition, Minh hoa Thanh marketing department is responsible for organizing
events, such as exhibitions, seminars, sales conferences or customer hospitality
events.
Roles of Accounting Department
This is an important department in Minh Hoa Thanh. There are some specific
roles that the accounts maintain great relationships with vendors. the essential roles
and duties of virtually any accounting staff include some working as below
 Firstly, they have to make money out. It means that they are in charge
of making payments and keeping the bills paid
 Secondly, they have to make money in. It means that they are in
charge of processing incoming payments

6
 Thirdly, they have to make payroll to make sure that everyone gets
paid on time.
 Fourthly, they have to do report. It means that they are preparing
financial reports such as profit and loss, balance sheets and budgets
 Lastly, they have to control finance.
Roles of General Administration Department
General Administration Department occupies an important in Minh Hoa
Thanh. The department is incharge of providing comprehensive administrative
planning, leadership and organizational, as well as development of all departments
in the company. They also evaluate performance of all department heads and their
operations. In addition, administering all laws and policies established is their
responsibilities in Minh Hoa Thanh.
1.1.4 Personnel situation of Minh Hoa Thanh
Total labour forces of Minh Hoa Thanh are 471 people (Table 1.1) in which:
Directors and managers are 20 people consisting of 60% labour force having
age of 23-35, and 40% of labour force having age of 36-60.
There is no Foreign employee in Minh Hoa Thanh.
Professional staff are 43 people including 81% labour force having age of
23-35, and 19% of labour force having age of 36-60.
Total shippers are 10 people including 70% labour force having age of 23-35,
and 30% of labour force having age of 36-60.
Total warehouse staff are 6 people including 50% labour force having age of
23-35, and 50% of labour force having age of 36-60.
Total workers are 380 people including 70% labour force having age of 23-
35, and 30% of labour force having age of 36-60.
Total truck and car drivers are 12 people encompassing 50% labour force
having age of 23-35, and 50% of labour force having age of 36-60.

7
Table 1.1: Labour Age Statistics
Labour
Labour Age
Quantity
Age
%
Age
%
23-35 36-60
Directors and
managers
20 12 60 8 40
Foreign employee 0 0 0
Professional staff 43 35 81 8 19
Shippers 10 7 70 3 30
Warehouse staff 6 3 50 3 50
Workers 380 266 70 114 30
Truck and car
drivers
12 6 50 6 50
Total 471 329 70 142 30
Moreover, the table 1.2 shows academic level of labour force in Minh Hoa
Thanh.
In total, there is 70% people aging 23-35 and 30% ones aging 36-60, show in
figure 1.3.
Figure 1.3: Rate of Labour Age
70
3.2
Labour Age
23-35
36-60

8
Table 1.2: Degree of labour force
Labour
Degree
High
school
% College % University %
Post
graduate
%
Directors and
managers
0 0 0 0 8 40 12 20
Foreign workers 0 0 0 0 0 0 0 0
Professional staff 0 0 3 7 40 93 0 0
Shippers 0 0 10
10
0
0 0 3 4
Warehouse staff 0 0 0 0 5 83 1 2
Workers 203 53 112 29 65 17 0 0
Truck and car
drivers
7 58 5 42 0 0 0 0
Total 210 45 127 27 118 25 16 3
Total labour force having high school degree are 210 that the workers have this
degree, accounted for 45%; Total labour force having college degree are 127 people,
accounted for 27%; Total labour force having university degree are 118 people,
accounted for 25%; Total labour force having postgraduate degree are 3 people,
accounted for 3%.
Figure 1.4: Rate of Degree
45
27
25
3
Degree
High school
College
University
Post graduate

9
1.1.5. Business Operation Performance of Minh Hoa Thanh for the period
2015-2017
Through three years of business activities, Minh Hoa Thanh achieved the profit
which in more and more increasing during three years, as in table 1.3
Table 1.3: Data of Minh Hoa Thanh Business Activities 2015-2017
Unit: VND
Items Year 2015 Year 2016 Year 2017
1- Sales revenue 25,394,877,565 40,024,986,544 45,392,876,432
2- Cost of sold goods 19,849,378,658 31,456,789,233 35,885,679,392
3 - Interest expenses 500,369,456 589,079,454 604,102,271
4 - Corporate income tax 230,567,888 305,678,943 350,564,478
5- Profit after tax 4,814,561,563 7,673,438,914 8,552,530,291
Sales and service delivery revenue sharply increased from more than 25
billion VND in 2015 to 40 billion VND in 2016, then gradually went up to more
than 43 billion VND in 2017 (Figure 1.3). This is a rewarding result for the
company's staff. It helps profit went up to 7,67 billion VND and 8,88 billion VND
respectively.
Figure 1.5: Sales Revenue 2015-2017
-
5,000,000,000
10,000,000,000
15,000,000,000
20,000,000,000
25,000,000,000
30,000,000,000
35,000,000,000
40,000,000,000
45,000,000,000
50,000,000,000
Year 2015 Year 2016 Year 2017
Sales revenue

10
Costs have been also increased during three years as described in Figure 1.6.
Figure 1.6: Costs of Minh Hoa Thanh in 2015-2017
The costs of sold goods was high and has increased step by step during three
years because of increasing production and revenue. Moreover, interest expenses
also increased 3 years ago because interest rate and loans went up. Minh Hoa Thanh
borrowed more money from some banks to enlarge its business. Besides, income
tax also went up as well because of revenue going up.
-
5,000,000,000
10,000,000,000
15,000,000,000
20,000,000,000
25,000,000,000
30,000,000,000
35,000,000,000
40,000,000,000
Year 2015 Year 2016 Year 2017
2- Cost of sold goods 19,849,378,658 31,456,789,233 35,885,679,392
3 - Interest expenses 500,369,456 589,079,454 604,102,271
4 - Corporate income tax 230,567,888 305,678,943 350,564,478
Costs

11
CHAPTER 2: ANALYZING THE OPERATIONAL PROCESS OF THE
COMPANY
2.1 The Operational Process of Minh Hoa Thanh
2.1.1. Analysis of Business activities
Firstly, sales and service delivery revenue increased by five billion VND
more than one in 2017, accounting for 13.41 percent. It shows that Minh Hoa
Thanh’s business is very good because its profit is always higher and higher during
three recent years.
Table 2.1: Compare Minh Hoa Thanh Business Activities between 2016 and
2017
Item Year 2016 Year 2017
Difference between
2016 and 2017
VND %
1- Sales revenue 40,024,986,544 45,392,876,432 5,367,889,888 13.41
2- Cost of sold
goods
31,456,789,233 35,885,679,392 4,428,890,159 14.08
3 - Interest expenses 589,079,454 604,102,271 15,022,817 2.55
4 - Corporate
income tax
305,678,943 350,564,478 44,885,535 14.68
5- Profit after tax 7,673,438,914 8,552,530,291 879,091,377 11.46
Figure 1.7: Operation Statistics
40,024,986,544
45,392,876,432
31,456,789,233
35,885,679,392
7,673,438,914 8,552,530,291
0
5,000,000,000
10,000,000,000
15,000,000,000
20,000,000,000
25,000,000,000
30,000,000,000
35,000,000,000
40,000,000,000
45,000,000,000
50,000,000,000
2016 2017
1- Sales revenue
2- Cost of sold goods
3 - Interest expenses
4 - Corporate income tax
5- Profit after tax

12
Secondly, cost of sold goods also increased during 2016-2017, it is 4.429
billion VND of increase in 2016 more than 2017, accounting for 14.08 percent. Cost
of sold goods rises because of hiring more staff during previous year and cost for
customer service increasing.
Thirdly, interest expenses increased by 15 million VND in 2017, accounting
for 2.55 percent. It is the cause of Minh Hoa Thanh’s increasing loans. In 2017,
Minh Hoa Thanh borrows more money for widden business with increasing budget
for HR department and sales department to develop market share.
Fourthly, Corporate income tax went to nearly 45 million VND in 2016,
accounting for 14.68 percent more than one in 2017. Due to revenue increased,
income tax increase as well.
To sum up business activities, it shows that Minh Hoa Thanh business activities are
good because positive elements such sales and service delivery revenue and Profit
after tax increase during recent years. It presents for Minh Hoa Thanh’s stable
development.
2.1.2. SWOT Analysis
To identify Strength – Weakness – Opportunity – Threat of Minh Hoa Thanh,
SWOT analysis has been deployed.
Figure 2.1: SWOT Analysis

13
SWOT analysis is used essentially for Minh Hoa Thanh’s business and
marketing purposes. As the result, the company can set up a good marketing
strategy.
2.1.3. Advantages of Minh Hoa Thanh
Internal advantages
Minh Hoa Thanh has variety of products that create product differentiation
for the company. To survive in the global competitive market, Minh Hoa Thanh
keeps creating new products that enable them to remain relevant. Minh Hoa Thanh
competes to create unique products that satisfy customer demands through
differentiation. Companies can improve on existing products to make them more
effective and attractive. Product differentiation is a powerful way of enhancing
customers' responsiveness by providing them with a wide array of gate vales in the
international market. Minh Hoa Thanh also develops differentiate products to
respond to customers' preferences. Product differentiation attracts customers to
different segments of the market a wide variety of goods to choose from.
Moreover, Minh Hoa Thanh has variety has good sales team. The sales team
takes responsibilities to create sales projections for the coming year based on
comprehensive observations of the marketplace, sales activity within the company
and sales trends within the industry. An experienced sales team helps Minh Hoa
Thanh achieve big revenue and enlarge company growth. By the way, the good
sales team is a valuable resource for your sales professionals and the entire
company as well. Thanks to the experienced sales team, Minh Hoa Thanh can
recognize the competition, marketplace tendencies and pending developments
within their industry. Over time, the sales team also offers valuable insight to the
marketing, engineering and executive teams as well as the sales department.
Especially, the sales team also becomes a valuable resource to the sales
professionals for advice on sales techniques and ways to overcome customer
challenges for Minh Hoa Thanh.
In addition, Minh Hoa Thanh has good facilities, timely respond to their
production. With good manufacturing facilities, Minh Hoa Thanh business is able to
operate effectively, as well as continuing producing products with the addition of
overtime and extending operation of hours to cover most. Especially, there are
potential savings opportunities from having good facilities, because operating cost
is one of the most important consideration to do business.

14
External advantages
There is a good chance for gate vale product to export. Last time, Vietnam
imported a wide range of product portfolio. Especially high tech and industrial
products. Since local technology is still at low level. A huge amount of goods is
imported from China. Our big neighbor has advantage on economy of scale, so we
imported even products we can produce domestically due to the low price. However,
Viet Nam reduces imports and boosts exports these high tech and industrial
products in which there are gate vale products. One leading high potential sector is
the furniture industry with an increasing demand for modern equipment and
technology in the furniture manufacturing process. The industrial products have a
high export chances and can be provided by foreign players.
Minh Hoa Thanh takes advantage from exporting their gate vales when
Vietnam joins trade agreement with the countries in the world. For instance,
regarding trade in goods, under the ASEAN Trade in Goods Agreement (ATIGA),
Vietnam has applied the zero percent duty rate to about 90 percent of tariff lines and
will abolish about 97 percent of tariff lines and tariff quotas before 2018. Regarding
opportunities, tariff barriers will be lifted; non-tariff barriers will be reduced to
facilitate the movement of Vietnamese goods.
Besides, Vietnamese labour cost is cheap that helps Minh Hoa Thanh reduce
its pressure in manufacturing. It means that Minh Hoa Thanh can earn more money
from their business when hiring cheap labour. As the result, the company can save
more money for their business and invest into high technology.
2.1.4 Disadvantages of Minh Hoa Thanh
Internal disadvantages
Minh Hoa Thanh marketing strategy is not good enough that limited its
development. Their customers are becoming more and more fed up with marketing,
but the truth is that they are just tired and annoyed by bad marketing. When the
market team was less saturated, their customers had more time to listen, and media
channels were more interesting to them. Today customers don't listen, not only
because there are more marketers trying to capture their attention or because they
have less time, but also because Minh Hoa Thanh Marketing team have no caring,
helpful and entertaining enough. Part of the problem is that Minh Hoa Thanh does
not have enough resources, relevant information and time to do a good Marketing
strategy at trying to target so many potential customers.
Besides, Minh Hoa Thanh lack of money to enlarge their business.
Inadequate amount of capital creates a lot of financial problems to Minh Hoa Thanh

15
to do business. Then they have to get loans from some banks. As the result, the
company has to pay very high Interest expenses that affect to their profit as analysis
above. Moreover, raw materials cannot be purchased on time and payment of labor
and other expenses can not be made on time that sometimes happens in Minh Hoa
Thanh.
In addition, Minh Hoa Thanh is also bad at management on employees and
costs. Bad management practices deflate employee morale, cause stress that results
in sometimes serious health issues, and cost the company more than just the cost of
high turnover. Then the problems between the company and some employees
happens, as the result, they serve their customers poorly and quit their jobs.
Moreover, disgruntled and mishandled employees stop caring about how well they
perform their jobs, are more likely to demand more money for extra tasks, and may
even hurt the company via theft. The bad management also creates high costs that
Minh Hoa Thanh has to bear. This is the root of reduction of profit in 2017.
External disadvantages
Firstly, Minh Hoa Thanh face tough competition in export market. Moreover,
it is very difficult for Minh Hoa Thanh to find foreign buyers last few years. The
supply is profuse and oversupply, other markets have tightened control over the
import quality, thus, Minh Hoa Thanh faces tough competition from regional peers
in providing an attractive environment with their gate vales. Especially, Minh Hoa
Thanh gate vales face fierce competition from similar products from China, this
leads the company to lose market share. Moreover, several countries devalued their
local currencies to promote their exports together with strengthening protection for
the products, affecting Minh Hoa Thanh gate vales, too. The company also realizes
that further difficulties and challenges due to the slow recovery of the world
economy and fierce competition will come to them next few years.
Regarding challenges, the company’s biggest challenge is competition from
the liberalization and opening of markets, especially under the condition that other
ASEAN countries have comparative advantages similar to those of Vietnam.
Uncompetitive businesses will encounter difficulties to enter and occupy foreign
markets. While Vietnam has reduced tariffs on many products in line with its WTO
commitments, high tariffs on selected products remain. This is the main cause that
impacts on Minh Hoa Thanh business. When joining trade agreement, Vietnamese
companies, as well as production and processing establishments, are difficult to
access export markets for technical barriers.

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The most important disadvantage that Minh Hoa Thanh face is problem-
solving in foreign markets. Because their staff lack of international knowledge
about law and regulation, thus, whenever they have problems the company can not
solve well. Geographical challenges are inevitable for the company that needs to
export goods that have low value compared to their weight and size primarily. Thus,
lack of insight into the law and regulations of other countries is a great obstacle for
Minh Hoa Thanh trying to enter new international markets. Moreover, their brand
name is also registered in foreign market, protection of intellectual property rights is
poor. As the result, Minh Hoa Thanh brand names can not compete well in foreign
market.
2.2 Marketing-Mix Plan for Water Gate Valves in Asian and European
Markets.
2.2.1 Developing Marketing Strategies and Plans
2.2.1.1 Collecting Information and Forecasting Demand
Collecting Information
Minh Hoa Thanh will collect information by desk research
With desk research, at first Minh Hoa Thanh carry out internal desk research
by starting point of research for all departments in the company. They will collect
much information generated internally, and account related information which
indicates some kinds of products are sold to the customers. And the amount of
products are manufactured and sole per month. Then, the total costs for production,
business operation. Especially, the types of customers including their geographical
location are Minh Hoa Thanh target customers.
The main advantage here in performing internal desk research is that it
involves internal and existing Minh Hoa Thanh resources to organize the collected
data in such a way that it is not only efficient but also usable. Internal desk research
is comparatively very cheap and effective as internal recourses are deputed and the
expenditure in getting data from outside is less.
Moreover, Minh Hoa Thanh also does External Desk Research by the
internet. There is incredible amount of data available online on internet that
important for the company to be information specific about gate vales’ prices,
potential customers, and goverment policies, as well as export market’s policies
about Minh Hoa Thanh Products.
The global market fro industrial vales is forcast to reach USD112 billion by
2024 in Asian and European markets

17
Figure 2.2: Global Market forecast 2016-2024
(Source: strategyr.com)
Vietnam's water treatment industry still has the great potential for tap water
utilization in urban and rural areas in Vietnam, which is only 60%. In the next few
years, the valve will usher in the peak demand.
The next few years, Vietnam will increase investment in the field of water
treatment, a substantial upgrade of the water supply pipeline system to reduce the
loss of water during transport, then, water pipes, valves and motors and other
demand will show a substantial increase. Vietnam's tap water treatment industry
still needs a lot of investment. The forecast demand accounted for 3% of the whole
world, it may be USD 3,36 billion.

18
Forecasting Demand
After collecting information, Minh Hoa Thanh can forecast demand based on
the statistics collected from external desk research and external desk research.
Firstly, Minh Hoa Thanh will take the quantity sold per month, then comparing to
demand from the current market to make decision for forecasting demand. It can be
plus +/- 10% to make sure that Minh Hoa Thanh have enough gate vales supplying
for its customers.
There are four end-use sectors for forecast:
Asian markets - Category 1, accounting for 45%
European markets – Category 2, accounting for 30%
Other markets – category 3, accounting for 18%
African markets – category 4, accounting for 7%
Figure 2.3: % Breakdown of key end-use secotrs

19
2.2.1.2 Conducting Marketing Research
Marketing Research is conducted based on two main markets including
Asian markets and European markets.
According to businesswire.com, The Global Industrial Valves market is
growing from $69.85 billion in 2016 to reach $94.52 billion by 2023 with a CAGR
of 4.4%.
Raising industrial infrastructure investments in developing economies, and
strict emission control policies are some of the major factors boosting the market
growth. However, intensified competition among competitors, higher fabrication
prices are some of the restrains limiting the market growth.
Steel valves are anticipated to command the global market with highest
market share over the forecast period due to higher utilization of steel valves in
various industries. Besides energy & power industry is projected to witness higher
growth rate over the forecast period. The growth is attributed to growing power
plants in emerging countries. Asia Pacific is predicted to register high growth rate
due to increasing adoption of industrial valves in emerging countries such as India,
China, and Japan.
Some of the key players in global Industrial Valves market include AVK
Holding A/S, Avcon Controls Pvt Ltd, Cameron - Schlumberger, Crane Co.,
Emerson, Flowserve Corporation, Forbes Marshall, IMI PLC., Kitz Corporation,
Mets-Corporation, Neway Valves (Suzhou) Co., Ltd., Pentair PLC, Velan Inc.,
Samson AG, The Weir Group, PLC, and Spirax-Sarc-Engineering PLC.
Products Covered: Automatic Valves, Actuators, Control, Regulator,
Standard Valves, Quarter turn, Multi turn, Others
Valve Types Covered: Globe Valve, Diaphragm, Butterfly Valve, Ball
Valve, Plug Valve, Safety Valve, Gate Valve, Wedge Gate Val
Material Types Covered: Alloy Based, Cast Iron, Cryogenic, Steel, Other
Material Types.
Sizes Covered: Up to 1/ 1-6/ 6-25/ 25-50/ 50 & Above
End Users Covered: Building and Construction, Chemical, Energy & Power,
Food & Beverages, Oil & Gas, Pharmaceutical, Water & Wastewater, Other End
Users.

20
Figure 2.4: Industrial vale market trend
Global market for industrial vales is projected to surpass US$78.4 billion by
2020 driven by industrial expansion in developing economics, and increase in plant
automation projects. Growing global energy needs and the ensuing increase oil and
gas exploration, energy generation and petroleum refining activities will continue to
benefit sales of industrial vales. Use of vales in application such as etching
chemicals, ultrapure water system, and chip washing is poised to benefit from the
outlook for semi-conductor and electronics industries. Asia-pacific present the
largest market worldwide, supported by development in water infrastructure, and
expansion of manufacturing sector. The region is forecast to grow at a projected of
2.2.
Table 2.2: Global Marketshare of gate vales in 2015-2017
Regions 2015 2016 2017
Asian Markets 16.734 30.3525 37.7055
Eroupean Markets 16.734 20.235 25.137
Other Markets 10.0404 12.141 15.0822
African Market 3.9046 4.7215 5.8653
Total 55.78 67.45 83.79
(Source: Market and market)

21
The overall market grows from USD 67.45 Billion in 2016 to USD 83.79 Billionin
2018. There is steadily growth in revenue of gate vales in the world during 2015-
2017.
Figure 2.5: Global Marketshare of gate vales in 2015-2017
There are industrial valves market by valve Type showed below
Table 2.3: Industrial Valves Market, by Valve Type:
Types of vales Asian Markets Eroupean
Markets
Other Markets African
Market
Ball Valves 15% 10% 11.00% 21.00%
Butterfly
Valves
12% 14% 8.00% 11.00%
Gate Valves 32% 22% 25.00% 27.00%
Glove Valves 5% 6% 3.00% 5.00%
Plug Valves 11% 9% 13.00% 16.00%
Check Valves 4% 5% 6.00% 3.00%
Diaphragm
Valves
11% 19% 17.00% 10.00%
Safety Valves 10% 15% 17.00% 7.00%
0
5
10
15
20
25
30
35
40
Asian
Markets
Eroupean
Markets
Other
Markets
African
Market
2015 16.734 16.734 10.0404 3.9046
2016 30.3525 20.235 12.141 4.7215
2017 37.7055 25.137 15.0822 5.8653

22
The competitors
There are not many competitors in the world. However, the quality and brand
name are the key factors help the companies win foreign markets.
Figure 2.6 The competitors
The most competitors are in The Unites States and European markets.
Moreover, the quality is required best for these market. As the result, Minh Hoa
Thanh will face troubles when entering these countries.
There are some competitors in the world: AVK Holding (Denmark), Avcon
Controls Private Limited (India), Cameron – Schlumberger (US), Crane Co. (US),
Emerson (US), Flowserve (US), Forbes Marshall (India), IMI Plc. (UK), Metso
(Europe), Neway Valves (China), Velan Inc. (Canada), Samson AG (Germany),
Spirax Sarco (UK), and The Weir Group Plc. (UK).
2.2.1.3 Establishing Marketing Objectives and Strategies
The market share include domestics market and foreign markets in which
60% products for domestic market and 40% products for foreign market.
In foreign market encompass 80% products for Asian market and 20%
products for others market.

23
Marketing objectives following:
 Increase sales
 Build brand awareness
 Grow market share
 Launch new products
 Target new customers
A marketing strategies:
Firstly, Key markets are some Asian countries such as Laos, Cambodia,
Brunei, China India, Indonesia, Japan, Malaysia, Myanmar, Philippines, Thailand....
The Asian region accounts for 60 percent of the world’s populace and is filled with
tremendous market opportunities. The economies of ASEAN countries are
consumer-driven. In the last fifteen years, the Asian middle class has increased
sevenfold. A study by Brookings Institution indicates that, by 2030, the Asian
middle class will constitute about 66 percent of the global share.
A healthy spread of construction product supports the stability of the Asian
markets. The share between residential, industrial and infrastructural projects is
almost evenly distributed. By government intervention there is a slight majority of
projects on the infrastructure side. Almost all Asian countries are expected to
increase their budgets for infrastructure in the next five years. With increased
spending of about 7% China, India and Vietnam are about to take the lead by 2020.
Figure 2.7: Growth of construction spending in 2014-2019
(Source: buildingradar.com)

24
Moreover, Oil demand in the Asia Pacific region is forecast to account for
almost 90% of the increase in global demand between 2014 and 2040. By 2035, the
region is expected to contribute 35% of total global energy production.
Thus, there are great opportunities to export gate vales to Asian markets.
Secondly, the target customers are wholesales and retailers specializing in oil
and gas, the constructors. Breaking into a foreign market, especially one with strict
rules and regulations, can be a very daunting task. Thus, Minh Hoa Thanh must
have the ambition to go international market to reach their target customers. The
most important factor to reach target customer is marketing online. Obviously, this
is going to a take a lot of time and effort to reach the target customers, but the
interactions and connections Minh Hoa Thanh make can be invaluable as there is
nothing quite like the human touch. While time-consuming, it can also lead to a
tremendous advantage as people shun human interactions and opt for their products.
Thirdly, partnering up is a relatively vague term. It can be anything that the
company can get a partner in a foreign country to simply help with marketing and
receive a cut of profits. In addition, Minh Hoa Thanh can get a partner in a foreign
country who is just as invested in all facets of Minh Hoa Thanh business as the
company is. Of course, Minh Hoa Thanh has to vet the potential partners thoroughly
and make sure that the company is doing business with someone who will actually
help Minh Hoa Thanh – not slow the company down. As the result, Minh Hoa
Thanh can get a good partner, the company is able to get a grip on the new market
much more easily. Because the partner will know everything about new market that
Minh Hoa Thanh does not know.
2.2.2 Developing Marketing-Mix Plan for Water Gate Valves in Asian and
European Markets
2.2.2.1. Product Strategy
Analyzing the Elements of the effective product strategy
A great strategy starts with a clear product plan and a vision that explains
how customer and market forces shape the product's direction. The product strategy
first helps the company get to launch, then achieve product-market fit (PMF), and
finally sustain the growth of the company’s products.
There are three elements of the effective product strategy including market
and need; key features and differentiators; and business goal showing in picture 2.1

25
Picture 2.1: Three elements of the effective product strategy
(Source: www.romanpichler.com)
Firstly, the target customers and users of Minh Hoa Thanh products are the
buyers who are likely to purchase and to use them. Without the needs, the
company’s products become useless, it means that no one wants to use these
products. As the result, the best products also become zero as well. Thus, Minh Hoa
Thanh has to think if Gate vales can export to other countries. The company has to
compare their products to other products that people ask for. It allows Minh Hoa
Thanh to reach new markets easily.
Secondly, the key features and the differentiators are those aspects in which
the company’s products create special impression to their customers. As the result,
the differentiators make their customers choose them over competing offers.
Thirdly, the business goals also go with Minh Hoa Thanh product strategy
that benefits the company. The product strategy is carried with the aim to generate
revenue, help sell a lot of product, reduce cost, or increase the brand equity.
Process of Product Strategy
To enter the new markets, Minh Hoa Thanh needs to follow the process
below:

26
Picture 2.2: Process of Product Strategy
The first is generating that the company analysis SWOT to find out strengths,
weaknesses, opportunities, threats. As the result, Minh Hoa Thanh understand
current market trends to generate ideas. Moreover, Minh Hoa Thanh can develop
several different roadmaps to suit different types of projects along with risks
management involved.
The second is screening the idea. In this step, Minh Hoa Thanh will set
specific criteria for ideas of gate vales to make sure that the products for new
markets are suitable or not.
The third is testing the concept. Minh Hoa Thanh deploys quantitative or
qualitative responses to evaluate consumer responses to the product idea before
introducing gate vales to the marketplace.
The fourth is business analytics. It is said that a detailed marketing strategy
will be included in terms of whether the product will be profitable in the
marketplace. This will also include the reactions from the target markets and gate
vale positioning to evaluate if there's demand from the market.

27
The fifth is marketability tests. Minh Hoa Thanh give prototype product to
the target customers to test the customers’ interest for the product along with the
proposed marketing plan. Then, the company discovers if categories of gate vales
exporting satisfy the target customer or not. As the result, modification can be made
when necessary.
The sixth is technicalities and product development. Minh Hoa Thanh create
prototype based on exact and real life investigations, product specifications and any
manufacturing methods. This stage also includes the process of logistics plan,
supplier collaboration, engineering operations planning and quality management.
The seventh is commercialization. Minh Hoa Thanh launches categories of
gate vales into the market alongside advertisements and other promotions.
The eighth is post launch review and perfect pricing. Minh Hoa Thanh will
review the market performance to evaluate the success on the entire gate vale
portfolio. The company forecasts product costs and future profit and revenue, the
the company differs price and uses competitive technologies for competition in the
market. Value chain analysis will be useful for this step of the process.
2.2.2.2. Place Strategy
Place strategy plays a fundamental role in the marketing mix of a product. To
determine which distribution method is used, Minh Hoa Thanh must understand the
needs of their consumers and determine which avenue provides the best ability to
put gate vales in front of the potential customers. Place also refers to distribution or
the methods and location Minh Hoa Thanh uses for their gate vales to be easily
accessible to their target customers.
To distribute the product to their customers at the right place at the right time,
Minh Hoa Thanh has to set up an efficient and effective distribution that is very
important to meet its overall marketing objectives. If the company underestimates
demand, profitability will be affected.
To Asian markets in which there are some countries near Vietnam such as
Laos, Cambodia, Thailand, ... Minh Hoa Thanh can open the stores or set up
factories, as well as selling to wholesales. As the result, Minh Hoa Thanh can apply
either direct selling and indirect selling for their place strategy.

28
(Source: http://www.learnmarketing.net)
Selling Directly
Direct distribution involves distributing direct from the manufacturer to the
consumer. In case Minh Hoa Thanh owns retail shops in foreign countries the
company can supply gate vales to their customers directly. Moreover, If Minh Hoa
Thanh owns a factory in other countries, their options will be to either sell their
products directly or sell them to retailers or vendors as the distribution strategy. The
retailers are the organisation that sells products directly to consumers and end users.
As they are selling to consumers for personal use, the goods are usually sold in
small quantities.
Direct selling can be a good starting point, because their gate vales can be
supplied to the customers as soon as possible. One advantage of direct selling is that
Minh Hoa Thanh gets a more personal feel of the market because the company can
interact directly with their customers so they can easily adapt to the customers’
changes. On the other hand, Minh Hoa Phat can control their products’ pricing and
the methods on which it should be sold. Distribution methods may include, but are
not limited to, door-to-door, retail, e-commerce, mail order, or on-site.
In short, Minh Hoa Thanh need to set up a retail interface with the target
customers in some countries near Vietnam if the company wants to sell directly.
Minh Hoa Thanh can sell either on the internet or in retail stores. It is possible to

29
control and manage the stores in Asian countries because they are familiar to
Vietnamese business. Moreover, the costs are cheap.
Selling indirectly
Indirect distribution involves distributing the company’s products by the use
of the intermediaries, for instance, a manufacturer selling to a wholesaler and then
on to the retailer. The wholesaler is the party that buys large quantities of a product
from manufacturers and sells it to retailers. The wholesalers sell goods to other
businesses, they do not sell directly to consumers.
To European markets, Australia, The US, ... Minh Hoa Thanh can sell their
gate vales to the wholesales in case they want to have wider distribution for their
product. It means that the company can sell their products through a third party,
either a retailer or wholesaler, who will then resell the product to their customers.
This distribution strategy also reduces the pressure of running a distribution system.
Reseller sales also reduce the storage space required for product stocks. However,
Minh Hoa Thanh will lose personal contact, and even company identity in some
cases, with the customers since they will be talking now to the resellers, not Minh
Hoa Thanh.
The advantage of intermediaries is that they can also be specific about supply
flow before they handle the company’s products for reselling. They would want the
product available for distribution all year round. Minh Hoa Thanh can consider
selling through intermediaries as their distribution strategy because European
markets, Australia, The US are unfamiliar to Minh Hoa Thanh, as well as the costs
to launch the stores there are very high. As the result, the company cannot control
and manage selling activities well.
Place and Distribution strategy is about how effectively Minh Hoa Thanh
gets its gate vales to their consumers and end users. Minh Hoa Thanh can sells their
products directly to the consumer (direct distribution) or through intermediaries
(indirect distributions). The best marketing mix place method will depend on the
product needing to be distributed and the "wants and needs" of the company's
customers.
2.2.2.3. Price Strategy
In strategy of marketing mix, the price makes sense to bring revenue to the
business. Price-related factors including: pricing, pricing strategies and payment
methods.The company has two methods of valuation are as follows:
Valuation according to the manufacturer: The manufacturer of a regulated
product for the price of the company according to each specific item. Then the

30
company decides the price of the manufacturer to the dealer directly. Besides, the
company is entitled to some benefits but must comply with the conditions from the
manufacturer. Bulb products, switches, connection boxes, watches, buttons ...
Valuation according to the discount: When the company purchased the
manufacturer's products will enjoy a certain discount rate. The product of the lamps
is also applied in this way. The company is entitled to discounted rate%
certain/product, below is the price list of companies buy and sell to shops and public
buildings. Often the company enjoy discounted according to the picture often
discount according to the number.
Table 2.4: Pricing of PPR gate valve
Unit: VND
Steel gate valve
Steel gate valves are available in three bonnet designs. The first design is the
Bolted Bonnet, with male-female joint, spiral wound gasket, made in F304/graphite.
Ring joint gasket are also available on request. The second design is the welded
bonnet with a threaded and seal welded joint. On request a full penetration strength
welded joint is available. The third design is the pressure seal bonnet, with a
threaded and pressure seal bonnet joint.
The price for new export market is 1, 920,000 VND lower than current ones
that is 2,080,000 VND. The purpose is to attract new customers based on low prices.

31
Table 2. 5: Pricing of steel valve
Unit: VND
Gate valve flange3
Ti gate valve is submerged line valve cap Shinji origin Taiwan Taiwan brand
produced in Vietnam according to BS, Jis big pressure. Wing valve is designed with
rubber anticorrosion surely designs. Ti gate valve cap Shinji sink used to open or
change the flow rate is often used for water supply and irrigation.
Table 2.6: Pricing for Gate valve flange3
Unit: VND

32
Brass gate vale lock handle
Minh Hoa Thanh is engaged in manufacturing, exporting and supplying
excellent quality Brass Gate Valve Lock Handle to the valuable customers. The
item has no rising stem, solid wedge, full bore, screwed ends. Manufacturing is
according ro BS 5154:1991 Standard; BS 21 / ISO 228-1-2000 Standard threads;
Max working pressure 10 bar; Max working temperature 120ºC.
Table 2.7: Pricing for Brass gate vale lock handle
Unit: VND
Brass gate valve MIHA
Brass gate valve MIHA brand by Minh Hoa Thanh Company from Viet Nam.
MIHA brand is specified class product to exporting and used in large construction
project.
Brass gate valves, MIHA brand (export), have no rising stem, solid wedge,
screwed ends. They have green colour handwheel; BS 21/ISO 228-1-2000 threads
standard; Max. working pressure. 20 bars; Max. working temperature: 120oC.
The price for new export market is 1,860,000 VND lower than current ones
that is 2,015,000 VND. The purpose is to attract new customers based on low prices

33
Table 2.8: Pricing for Brass gate vale – Miha brand
Unit: VND
A low valuation strategy can help Minh Hoa Thanh enter the market in case
it meets the following conditions: The market is sensitive to price and a low price
can stimulate market growth. The the costs of production and distribution are
diminishing as the level of production experience increases; and a low price does
not increase the level of actual and potential competition.
In fact, there are many forms of discount, such as cash discounts, quantity
discounts, functional discounts (discounted for shoppers who are business
employees or distribution members), seasonal discounts (seasonal discounts,
festivals, events) ....
2.2.2.4. Promotion Strategy
Social media websites such as Facebook, LinkedIn, YouTube and Google+
will help Minh Hoa Thanh promote gate vales in a more relaxed environment. This
is direct marketing at its best. Social networks connect with a world of potential
customers that can view Minh Hoa Thanh from a different perspective. Rather than
seeing the company as "trying to sell" something, the social network can see a
company that is in touch with potential customers on a more personal level. This
can help lessen the divide between Minh Hoa Thanh and their customers, which in
turn presents a more appealing and familiar image of the company.
Today, they become powerful marketing and communication tools. The
company easily communicate with your customers is an excellent habit when using
them. Add content to the company’s page as often as possible and keep their
customers up-do-date on all that is new and exciting.

34
One of the key advantages of social media for businesses is to help Minh
Hoa Thanh interact with their customers. Going through the Youtube and Facebook
updates that are posted by the customer base gives the company insight into what
their customers need. This is useful for helping the company formulate marketing
strategies that address customers’ needs.
Minh Hoa Thanh has to create A social media mission statement. The social
media mission statement will drive minh Hoa Thanh future actions, so make sure
the company puts some thought into it. This statement will make it clear exactly
what Minh Hoa Thanh plans to use their social media presence for and should
reflect their brand identity. The most important thing is that the company should
keep in mind the ideal customer when trying to create this statement.
Product Giveaways Method
Product giveaways and allowing potential customers to gate vale sample are
methods used often by Minh Ha Thanh to introduce their products. The company
sponsors in-store promotions, giving away product samples to entice the buying
public into trying new markets.
Use Customer Appreciation Events
An in-store customer appreciation event with free refreshments and
exhibition will draw customers into the show room. Setting up convenient product
displays before the launch of the event will ensure the products Minh Hoa Thanh
wants to promote are highly visible when the customers arrive. By the way, Minh
Hoa Thanh will take part in global and domestic exhibitions to make sure that Minh
Hoa Thanh will bring the products and brand name to potential customers.
Use After-Sale Customer Surveys Events
Minh Hoa Thanh will set up a customer service plan to contact the customers
after a sale. This is a promotional strategy that find out the importance of customer
satisfaction first while opening for a promotional opportunity. Moreover, Sales team
also make survey calls to customers to gather information that can later be used for
marketing plan. They make questionnaire to ask the customer about their feeling of
the products and services purchased with the company. This serves the dual purpose
of promoting Minh Hoa Thanh as one that cares what the customer thinks and one
that is always striving to provide the best and suitable products.

35
CHAPTER 3: RECOMMENDATIONS AND SOLUTIONS
3.1 Target market
Minh Hoa Thanh target markets are Asian markets. Firstly, the company
should choose some key markets to reach in advance such a as Laos and Cambodia
because they are near Vietnam and there is a huge need of gate vale demand in
these countries.
At first stage, Minh Hoa Thanh will sell gate vale directly to wholesales and
retailers there. To make sure that the customers have recognized and seen the
company’s gate vales. In the second stage, Minh Hoa Thanh will open office there
with some showrooms. The open showroom is a unique retail experience that help
the target customers know clear about the products.
3.2 Branding
Branding is very important to Minh Hoa Thanh as it is for big names. Indeed,
brand name helps the company appeal to consumers that prefer to support
independent brands. Moreover, branding is a way of defining the company’s
business to their customers. Thus, Minh Hoa Thanh has to build good brands to
attract their customer. Firstly, Minh Hoa Thanh should review gate vales offering,
pinpoint the space in the market it occupies and research the emotive and rational
needs and concerns of their customers. Then, the company has to keep creating trust
with honest branding that is clear who the company is and is true to the values
driving it every day.
3.3 Advertising
To have good advertising, Minh Hoa Thanh should use a powerful message
to have their customer attention. If the customers understand the message quickly,
they will contact advertisements. This is why the company has to make sure that
their advertisement actually grabs and keeps their customers attention. Moreover,
the company also explains the important features of gate vales, by the way, explains
the benefits for the customer, too. In addition, one of the most important parts of
creating an effective advertisement is building up trust and interest in the company.
Thus, Minh Hoa Thanh should set up online forum for the products and customer
service. The customers also trust other buyers and want to know what they have to
say about the company. Minh Hoa Thanh can’t make the customers look for online
reviews about their business, but the company can give them the same peace of
mind by adding a testimonial from a current customer who is pleased with what
Minh Hoa Thanh has offered. Seeing that other consumers who are just like them,
are happy with the product can encourage potential clients to give the company a
try.

36
CONCLUSION
Minh Hoa Thanh has carried out marketing – mix for the company.
About product strategy, Minh Hoa Thanh focuses on creating differentiators
in their gate vales. The product differentiation is the process of distinguishing a
product or service from others, to make it more attractive to a particular target
market. This involves differentiating the company from their competitors' products
as well as a their own products. Differentiation looks to make gate vales more
attractive by contrasting its unique qualities with other competing gate vales.
Successful product differentiation creates a competitive advantage for Minh Hoa
Thanh, as customers view these products as being unique or superior. Product
differentiation also determines what sets Minh Hoa Thanh gate vales apart from
other similar ones, and it uses that difference to drive consumer interest. Product
differentiation is often subjective, aiming primarily at altering customer perspective
on the company product when compared to another.
About price strategy, Minh Hoa Thanh chooses pricing to gain market share.
Minh Hoa Thanh adopts this strategy in order to enter the market and to gain market
share. The company make decision to keep a low price for their products for a
limited period that is for some few months. This strategy is only used to set up their
customer base in a particular market. Pricing strategy is a way of finding a
competitive price of a product or a service. This strategy comprises of one of the
most significant ingredients of the marketing-mix as it is not focused on generating
and increasing the revenue for the company, but Minh Hoa Thanh can enter the new
market and reach new customers. Understanding the market conditions and the
unmet desires of the consumers along with the price that the consumer is willing to
pay to fulfill his unmet desires is the ultimate way of gaining success in the pricing
strategy of gate vales.
About place strategy, Minh Hoa Thanh has plan to open stores, showrooms
and set up factories in some Asian countries that are target markets of Minh Hoa
Thanh. As the result, Minh Hoa Thanh will create collaboration between retailers,
suppliers, and the customers. In addition, the company provides retail supply chains
with the agility and flexibility to meet consumers’ expectations.
About promotion strategy, Minh Hoa Thanh has a plan to deploy social
media websites such as Facebook, LinkedIn, YouTube and Google+. Social media
represents low-cost tools that are used to combine technology and social interaction
with the use of words. This strategy gives Minh Hoa Thanh a chance to
communicate with their current customers and potential consumers. It personalizes

37
the "brand" and helps Minh Hoa Thanh spread their message in a relaxed and
conversational way. In addition, the company uses social media to provide an
identity to their customers that Minh Hoa Thanh is offering. The company also
creates relationships using social media with their customers who might not
otherwise know about the products that Minh Hoa Thanh represents. By the way,
social media makes Minh Hoa Thanh "real" to their consumers. Moreover, Minh
Hoa Thanh uses social media to associate themselves with their customers and serve
the same target market. And the company uses social media to communicate and
provide the interaction that their consumers look for.
In today’s world, the role of marketing is too important to be ignored. Large
and small company are today competing for the same market and the most
innovative and proactive have emerged victors. As a result, the company’s survival
is dependent upon their wise marketing efforts coupled by financial operational
among other functions within their structure.

38
REFERENCES
Borden, N. (1984). The Concept of the Marketing Mix. Harvard Business School
Journal, 2, pp.7-12.
Pride, W. (2011). Marketing principles. South Melbourne, Vic.: Cengage Learning.
The power of selling. (2015). 1st ed. [ebook] pp.270-330. Available at:
http://2012books.lardbucket.org/pdfs/powerful-selling/s10-prospecting-and-
qualifying-the.pdf [Accessed 13 Jan. 2015].

CUSTOMER RESEARCH TABLE
The goal is to help our company promptly adjust shortcomings in improving
product quality, we hope you take some precious time feedback to us through the
questionnaire below:
Name Customer: ..................................................................
Address: ..................................................................... .........
Company: ..............................................................................
Position: ....................................... .......................................
Contact Phone: ..................................................................
Question 1: Have you said the following companies?
A. Minh Hoa Thanh Company
B. Anshan Company
C. Phuoc Thanh Company
D. Modern Company
E. Hai Thien Company
Question 2: What criteria you choose to use the products of our company?
(Strongly disagree =1, Disagree = 2, unsure = 3, agree= 4, strongly agree = 5)
EVALUATION CRITERIA 1 2 3 4 5
The quality of products
Reasonable price
After-sales product
Convenient to use
Professional, friendly staff
Other comments ...
Câu 3: Knowing our company according to:
A. Advertising
B. Internet/ Website
C. Exhibitions
D. Friends
E. Others
Câu 4: Your reviews of the products in the current company than the same
products in other companies?
A. Much higher
B. Same same

C. Much lower
D. Higher
E. Lower
Câu 5: Do you satisfied with the price of Minh HoaThanh Company?
A. Strongly disagree
B. Disagree
C. Unsure
D. Agree
E. Strongly agree
Câu 6: Do you satisfied with the product of Minh HoaThanh Company?
B. Disagree
C. Unsure
D. Agree
E. Strongly agree
Câu 7: Do you satisfied with the staff of Minh HoaThanh Company?
B. Disagree
C. Unsure
D. Agree
E. Strongly agree
Câu 8: Please evaluate the level of trust about company's products?
A. Trustworthy
B. Normal
C. Untrustworth
D. Not sure
Question 9: Your reviews about the company's product offering
EVALUATION CRITERIA 1 2 3 4 5
Simple
no waiting time
Troubleshooting satisfactory
Fast payment procedure
Delivery
Other comments........

Question 10: Do you satisfied with the customer service of Minh Hoa Thanh
Company?
A. Very good
B. Well
C. Normal
D. Bad
E. Very bad

Bài mẫu báo cáo thực tập tiếng anh thương mại tại công ty xnk điểm cao - sdt ZALO 093 189 2701

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Bài mẫu báo cáo thực tập tiếng anh thương mại tại công ty xnk điểm cao - sdt ZALO 093 189 2701