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1. BÀI MẪU BÁO CÁO THỰC TẬP
NGÔN NGỮ ANH
INTRODUCTION..........................................................................................................3
CHAPTER 1: THE BASICS OF MARKETING...........................................................4
1.1.The concept of marketing management ...............................................................4
1.1.1. The concept of marketing.............................................................................4
1.1.2. The role of marketing ...................................................................................4
1.1.2. Concepts of marketing management ............................................................5
1.2. Goals and tasks of marketing management.........................................................5
1.2.1. Target marketing management.....................................................................5
1.2.2. Function of marketing management.............................................................5
1.3 The activities of marketing management .............................................................6
1.3.1 Marketing planning .......................................................................................6
1.3.2. Components of marketing mix .....................................................................8
1.3.21. Product (Product)....................................................................................8
1.3.2.2. Price (Price).........................................................................................10
1.3.2.3. Distribution (Place) .............................................................................11
1.3.2.4. Promotion ............................................................................................13
CHAPTER 2: OVERVIEW OF ASTAIR CO.LTD ...................................................15
2.1. History and development...................................................................................15
2.2. The company organization structure .................................................................15
2.2.1. Organizational structure .............................................................................15
2.2.2 Functions and duties of department.............................................................15
2.3. Results of business activities.............................................................................17
2.4. Market of the ASTAIR company ......................................................................17
CHAPTER 3: ANALYSIS MAREKTING ACTIVITIES OF ASTAIR CO,..LTD....19
3.1 Marekting activities of ASTAIR CO,..LTD.......................................................19
3.1.1. Product strategy..........................................................................................19
3.1.1.1.Type and quality products ....................................................................19

2. 3.1.1.2. Consumption Market of Chocolate .....................................................19
3.1.1.3. the client and target of target customers..............................................19
3.1.2. Pricing strategy...........................................................................................21
3.1.3. Distribution Strategy ..................................................................................22
3.1.4 promotion Strategy ......................................................................................25
3.2. Overall assessment of strengths and weaknesses..............................................28
3.2.1 Advantages ..................................................................................................28
3.2.2 Disadvantages..............................................................................................29
CHAPTER 4: SOME SOLUTIONS TO IMPROVE MARKETING MANAGEMENT
AT ASTAIR CO., LTD................................................................................................31
4.1.Establishment of a specialized marketing department .......................................31
Sales......................................................................................................................31
Customer care department....................................................................................31
Market research department .................................................................................31
4.2 completeness of product policy..........................................................................31
4.3 pricing strategy ...................................................................................................32
4.4 Distribution strategy ...........................................................................................33
4.5 Promotion Strategy.............................................................................................34
Information Analysis ................................................................................................36
Income Information ..................................................................................................36
Issues and objectives ................................................................................................36
Develop plans ...........................................................................................................36
4.6 Some recommendations......................................................................................36
4.6.1 For the State.................................................................................................36
4.6.2 for business..................................................................................................37

3. INTRODUCTION
In recent years, along with the economic development of their strong Vietnam
increasingly integrated into the world economy. Customers will become more
professional, more aware of choices when shopping. Economic integration and
development also found business opportunities of enterprises increases. Conversely,
competition is becoming increasingly fierce, especially with competitors are large
companies, multinational corporations and experienced professional.
Competition in the market make customers have more choice, and awareness
requires higher. Successful businesses to be more customer-oriented in all its
activities. Marketing will become increasingly more important and are steering
business orientation. That requires marketing activities must be professional and be
taken seriously with commensurate with its position. Vietnam enterprises especially in
the enterprise business equipment industry, the majority are not properly respected
Marketing. Marketing department of enterprises is still low, with the task of selling,
administrative ... many businesses still do not have the marketing department. This
will cause great difficulty to compete with foreign firms in the marketing system.
The construction of the system and improve the professionalization of
marketing activities is essential needs of enterprises to develop strong, I chose the
topic " SOME MARKETING SOLUTIONS TO EXPAND MARKETS FOR ASTAIR
CO. LTD”for my internship report.

4. CHAPTER 1: THE BASICS OF MARKETING
1.1.The concept of marketing management
1.1.1. The concept of marketing
Marketing is the process of understanding and satisfying the needs of the market, is
working with the market to turn the potential Exchange into reality in order to satisfy
the needs and wishes of the people.
In our country the important thing at present is to make people the most is business
leader understand marketing as science has just Arts business to business
manufacturing fit every needs of the market in accordance with the philosophy of
marketing but also do not make mistakes because of too high functional role of
ridiculous marketing.
From the perception that, businesses need reasonable organization drive the marketing
activities in the operation of his business.
The establishment of the Business Department, the marketing department in the
structure of enterprise management is the need thiất and urgent today. Things to
emphasize here is that when the country's economy operates according to the market
mechanism, the Business Department, the marketing department in the business must
be considered the principal parts in the operating system business.
Marketing department can directly under the Director of the enterprise or the Deputy
Director in charge of the business. For the small and medium enterprises, the
marketing activities are organized into parts in the Business Department of the
business are reasonable.
1.1.2. The role of marketing
Marketing is the adaptation of products to do business with any market demand. This
role comes up marketing does not do the work of the engineer, but it turns out
producers for the production and technical department need to manufacture
something? produced for who? how production? How many mass produced and
marketed when.
Distribution of marketing role: i.e. the entire operations in order to organize the
optimal product backlog of goods from the production after it was out to consumers.
-Role of consuming the goods.

5. This role can be summarized in two basic activities are:
+ Price controls of goods
+ The industrial regulations and the art of selling.
Promotional role. With this marketing role to make the profession: advertising, sales
promotion, product ... product
1.1.2. Concepts of marketing management
Marketing management is the process of planning and implementing the plan with
activities mainly: pricing, promotion, delivery of products and ideas to satisfy the
target customers and the organization.
1.2. Goals and tasks of marketing management
1.2.1. Target marketing management
Customer satisfaction: a matter of survival of the company. Marketing efforts in order
to meet the needs of your clients, make them happy, loyal to the company, thereby
serving more new customers.
Winning the competition: marketing solutions help companies deal with the
competitive challenges, ensuring a competitive position on the market.
Long-term profit: marketing must create the necessary profit level to help companies
accumulate and grow. Customer loyalty is closely related to the profitability of the
company in the present and the future
1.2.2. Function of marketing management
Adapting customer needs: Through customer research, customer information, and
other factors affecting purchase behavior or decision not to buy from customers,
manufacturers have Create products, goods to satisfy customers even the most
difficult customer. The demand of customers today is different from the past, if the
demand of consumers is an item satisfying the essential needs, physiological today,
besides the above factors, the goods satisfy the requirements. Higher demands such as
self-expression, spirituality, level of knowledge, rank ...
Distribution Function: The distribution function covers all activities aimed at
organizing the optimum movement of a commodity product from its completion to its
delivery to retail or direct delivery. for the consumer. Through this function, good
intermediate consumers will have the opportunity to develop, in addition it will lead

6. customers to registration procedures related to the purchase process, specialized
shipping organizations, warehouse systems Goods storage reserve. In particular, the
distribution function can detect stagnation, disconnection of the distribution channel
can occur during the distribution.
Sales function: marketing determines price strategy, organizes system improvement,
builds and implements techniques, stimulates consumption such as advertising, sales
promotion ...
Supporting functions: Through customer support, marketing helps businesses better
meet customer needs and is an effective competitive tool when optimizing costs leads
to unlikely competition. price. Support activities include promotion, participation in
trade fairs, and many other consumer products.
1.3 The activities of marketing management
1.3.1 Marketing planning
It is the process of implementing and maintaining a strategic alignment between the
goals and capabilities of the company on the one hand and the marketing opportunities
on the other.
A process that involves identifying missions and perspectives, analyzing the internal
and external environment of the organization, forming common goals, creating and
selecting strategic pursuits, and allocating resources. to achieve the goals of the
organization.
Planning your marketing strategy outlines the goals that the business wants to
accomplish, the ways and resources needed to achieve the goals, the performance
personnel and the time needed to proceed. In other words, strategic planning must
answer the question: What do businesses want? Need something ? How ? Who do and
when to do?
a. Market analysis
Any company must know how to discover new possibilities open the market. No
company can ever plant trees in its commodities and markets today. No one even talks
about cars, his whips, logos, gas lamps, etc. The manufacturers of these items either
go bankrupt or are known to move. to a new job. Many companies confirm that the
bulk of their sales and profits today are attributable to the commodities sold and their

7. profitability today is attributable to commodities that were only five years ago. They
are either not yet produced or sold.
Some companies may find that their ability is limited but that is only because they do
not know how to evaluate the job prospects they are doing and are unaware of their
strengths. Because in reality, a lot of market prospects are open to every company.
• New market development:
• Further penetration into the market:
• Expanding market boundaries
• Goods design.
• Dominate the market.
• Evaluate marketing capabilities
• The company's goals.
• the potential of the company
b. Target market selection The process of discovering and evaluating market
capabilities often entails new goals. And the real mission of the company is to choose
the best ideas among the ideas that fit the goals and potential of the company. In
addition, it is necessary to study each possibility from the perspective of the size and
nature of the market. This process consists of four stages: measurement and
forecasting of demand, market segmentation, selection of target markets, and
identification of market positions.
• Measurement and forecasting of demand
• Market segmentation
• Select target market segments
1. Focus on a single piece. The company may decide to serve only one segment of the
market.
2. Target buyers. The company can focus on satisfying a buyer's needs.
3. Target the consumer group
4. Serve some unrelated market segments. The company may decide to serve some
less marketable part of the market, except that one point is that each part of the market
offers a compelling opportunity for the company.
5. Take over the whole market.

8. When entering a new market, most companies start out by serving one song and if
they succeed in the first, they will dominate the other. It is necessary to consider the
process of occupying market segments within the framework of an integrated plan.
- Locate goods in the market: Locate the market is to ensure the goods a desired
position in the market and have a sense of target customers, no doubt, different from
the things. Other brands.
1.3.2. Components of marketing mix
1.3.21. Product (Product)
The success of marketing depends on the nature of the products and the underlying
decisions in product management. Product is the first and most important element of
the marketing mix. Product strategy includes decisions on:
- Declaration of product type.
Commodities are a group of closely related goods that are functionally similar or sold
to the same customer group, or through the same type of trade organization, or within
the same framework. price range. Depending on the purpose pursued by the business
such as providing a full range or expansion of the market, or profit objectives that
business can choose in two directions:
* One is the development of categories: expressed by developing downward, upward
or in both directions.
* Two additional types of goods; to modernize the category; Refine the category
(remove some weak items in the category).
- Declaration on product portfolio.
A commodity list is a collection of all categories of goods and commodities offered by
a particular seller to the buyer. The catalog of goods is reflected in its breadth, depth,
depth and level of harmony. These parameters have opened up to businesses four
strategies to expand the list of goods by: adding new goods; increase the abundance of
existing groups; offer alternatives for existing items or may increase or decrease the
level of harmony among items of different categories.
-Declaration on trademarks.
Businesses need to decide whether to label their goods, who is the trademark owner,
how to name the brand, whether to extend the use of the trademark or not. one or more

9. marks for goods having different characteristics of the same item? This depends on
the characteristics of the goods of the business, how to choose the distribution
channel, the position of the business on the market.
Packaging and Service Declaration for Commodity Products.
Today, packaging has become a powerful tool of marketing. Enterprises must decide
on the size, shape, materials, colors, contents, presentation and information on the
package.
Customer Service: The business must determine how much the customer wants to
service, what the cost of the service can be, the cost of the service, and the type of
service provided, compared to the service. competitors.
-Product decomposition is the way to impress consumers about your products versus
your competitors, which may be the design of differences (product differentiation). to
attract the customers. But businesses need to pay attention to the product must always
meet the standards, important special, better, go ahead, affordable and profitable. Then
the business develops a positioning strategy and makes a decision.
-Design Policy and New Product Development.
Due to the rapid changes in taste, technology and competitive situation, enterprises
should pay attention to designing new products. In order to have a new product, a
business can buy another enterprise, buy a patent, produce a license, and secondly,
research and design new products. This can be a risky business. To minimize risk,
executives must follow the following steps: form ideas - select ideas - edit and
evaluate new product projects - develop marketing strategies, analyze potential
production and consumption - product design - testing in market conditions - mass
production. Consumers react differently to each new product, so businesses must find
ways to get their attention and listen to feedback. In addition, businesses must pay
attention to each product life cycle to make certain strategic adjustments
To choose a product policy, businesses need to know:
- Consumer evaluation of enterprise products, understand the strengths and
weaknesses of competitors.
- Information about the actual product and features of the product predicted based on
criteria such as sales, profit, market share.

10. In general, product strategy plays the biggest role in market supply cases that do not
meet the demand for products.
Product Lifecycle: is the product lifetime on the market. Product life cycle research
demonstrates an attempt to identify the various stages of the commercial history of a
product.
1.3.2.2. Price (Price)
In the variables of marketing-mix only the price variable is directly generating sales
and net profits. Prices are considered to be effective means of competition especially
in markets where overall competition in prices is low.
There are three price strategies:
The "milk whiskey" strategy is designed to capture high premiums. According to this
definition, the price of "milk shredder" is the price "bargain" is built in the condition
that the buyer accepted ready to pay. Thus, this strategy is performed in a less
competitive environment and when the profit from the sale targeted at the high
segment is outside of the normal market segment that is generally accepted only low
price.
The "close price" strategy is to create a close price, low enough to attract and attract a
large number of customers. This strategy is designed to increase sales volumes in the
context of high demand elasticity and strong competition, even if the selling price is
less than the cost.
The "neutral price" strategy is not using prices to win market share, market conditions
often do not accept high prices or low prices, so businesses often choose this strategy.
In particular, "neutrality" pricing strategies are generally accepted in industries where
price sensitive consumers, competitors in terms of output are sensitive.
When making pricing decisions, businesses must consider the following:
* Factors inside the business:
Marketing objectives: Marketing objectives play a determining role in determining the
role and mission of the price. Therefore, businesses must consider the following
objectives: maximizing current profitability, leading market share, leading product
quality, ensuring the safety of survival or other objectives to decide the battle. pricing

11. Must consider the relationship between price and other variables in marketing mix,
they must have mutual support. The price choice must be based on the choice of other
marketing mix variables.
+ Cost of production: cost is the basis of price, determines the lowest price limit for
breakeven and when the cost is determined, manufacturers can find the solution to
adjust to Increase profits and avoid risk.
+ Organization of pricing: determine who is responsible for pricing? Which
administrative level? in the sales department or marketing department? In addition,
consider other factors such as the characteristics of the product.
* The external factors:
Customer and Commodity Requirements: The customer is usually the person who has
the voice to decide the price to be made. On the other hand, market demand
determines the price level of the product so the valuer must pay attention to the
general relationship between demand and price, price sensitivity and psychological
factors of the customer when valuing.
Competitors: Enterprises will have to consider the reaction of their competitors when
they bid; Correlation between the cost and quality of products of the enterprise and
competitors will cause disadvantages or advantages for enterprises. To know this,
businesses have to find out what market they are? Perfectly competitive market,
exclusive competition, exclusive group or exclusive? In addition, businesses must
consider factors such as economic environment, government attitudes, inflation
situation to determine the price.
1.3.2.3. Distribution (Place)
Distribution is the way in which the manufacturer delivers the product to the
consumer, to achieve the goal of the business is to consume the product.
A distribution channel is a chain of organizations or individuals who jointly carry out
the transfer of ownership of particular goods or services from the producer to the end
consumer.
The structure of a distribution channel usually includes:
Manufacturer Wholesale RetailerPurchase

12. It is possible for manufacturers to use parallel distribution channels to achieve rapid
market coverage or use direct marketing channels to exploit buyers. The members of
the channel that are connected to each other through the flow are: ownership transfer
lines, payment lines, product lines, flow lines and promotion lines.
* Distribution methods.
In order to achieve the best market coverage, businesses must specify the number of
intermediaries at each distribution level. There are three levels of distribution: broad
distribution, selective distribution, and unique distribution.
Wide distribution is an enterprise that attempts to bring products to as many retailers
as possible.
+ Exclusive distribution (exclusive distribution) is the only one who is selling the
product of the business in a particular geographic area. This type of distribution is
common in the car industry.
+ Selective Distribution: Businesses look for some retailers in a particular area.
* Design distribution channels
The decision to design a distribution channel can be divided into seven steps:
Identification needs determine the design of the channel.
Identify and coordinate distribution goals.
+ Classification of distribution work.
+ Develop alternative channel structures.
+ Evaluate variables affecting channel structure.
+ Select the best channel structure.
+ Search for channel members.
* Managing distribution channels
After establishing distribution channels the problem is to manage the operation of the
channel. The first is the selection of channel members, the second is to urge members
of the channel and finally to periodically evaluate the performance of the channel. As
the marketing environment is always changing, businesses must always pay attention
to improving their channels so that they can be effective.
* Decisions to circulate goods.

13. Physical goods distribution is the planning, implementation and monitoring of the
transport and storage of goods from the place of production to the destination in the
target market to achieve the highest efficiency. Therefore, enterprises must make
rational decisions in the processing of orders, storage, storage, transportation,
transport and goods circulation management. In addition, businesses must always pay
attention to channel dynamics, cooperation, conflict and competition of the channel to
make appropriate adjustments.
1.3.2.4. Promotion
Promotional activity is the communication of products and businesses to customers to
convince buyers. So, this can be called marketing communication activities. Each of
these categories includes a set of specialized tools to carry out appropriate marketing
communication programs in specific markets with specific goods.
The basic tools used to achieve communication goals are called media relations,
which are advertising, promotion, PR (public relations), personal sales, direct
marketing.
Advertising is a form of mass media, social. Advertising is a highly persuasive
medium that provides the opportunity for the recipient to compare with the
competition, which increases the persuasiveness of the target audience. With
diversified advertising mediums, universal advertising facilities and convenient.
goods, positioning it in the consumer. Songs can also be used to promote fast sales,
while attracting more dispersed customers into space at a cost effective cost per
promotion. Businesses can use a variety of advertising media such as newspapers,
magazines, television, in addition to businesses can advertise through catalogs, mail,
word of mouth, packaging, ... Every means There are some advantages and
limitations, so businesses need to look carefully before deciding which means to use
in their advertising. Advertisements can be classified according to their purpose as
information, persuasiveness or reminder.
Information advertising: It is a form of advertisement using the form of radio,
television and press tools to introduce information on products to customers.
Reminder ads: This type of advertising does not require much product information,
but can use the images, symbols, colors of the product to remind and remember in the

14. minds of customers. Persuasive Advertising: Businesses use short slogans to change
buyers' perceptions of the quality of the product or to create a preference for the brand
or to make the customer change. products they have previously selected.
Promotion has a direct and positive impact on the rapid increase of sales by the
physical benefits to the buyer in fact this is a stimulus to promote the stage: supply,
distribution and consumption of a or a group of goods of the business. In terms of
promotion, there are two methods of promotion for direct consumers and promotions
for sales agents. And both methods are often done in parallel, or sometimes
emphasized by different groups, depending on the strategy of each stage. The
promotion of consumerism encourages them to consume more, buy in large numbers,
and open new customers. Intermediary members encourage these members to increase
distribution, boost sales, consolidate and open up distribution channels, to expand the
consumption of the product. Promotions may be divided into groups depending on the
content and promotion activities.

15. CHAPTER 2: OVERVIEW OF ASTAIR CO.LTD
2.1. History and development
Astair Co., Ltd
71D/59 29 Street, Ward 14, Go Vap district, Ho Chi Minh City
Phone: (028) 38948131
Fax number: (028) 38948557
astairchoco@gmail.com, mhchocoastair@gmail.com
http://www.chocolatsdefrance.com
Lines of business: Chocolate, Chocolate-Suppliers, Cakes, jams, Candies-Wholesale
and Manufacturers
Figure 1:logo
2.2. The company organization structure
2.2.1. Organizational structure
Astair Co. Ltd Corporation with staffing structures are arranged very scientific,
consistent with the nature of production and business activities of the company, in
accordance with the laws of the Socialist Republic of Viet Nam.
(Source: Human resources Department)
Diagrams 1: Organizational structure of Astair Co. Ltd
2.2.2 Functions and duties of department

16. Director: Direct operating companies, are responsible for the highest authority in the
company’s operations, and is responsible before the law for business activities and
direction of the target company as well as the improvement of workers live.
Vice - Dricter
- Assisting the Director in the management and administration of the company's
activities as assigned by the Director;
- Proactive and positive development, implementation and tasks assigned to the
Director responsible for the efficiency of operations.
Marketing – Sales Department have several functions such as: select the channels
through which the goods are to be distributed, trains the salesmen in a knowledge of
the goods and in methods of selling them, Supervises and directs the sales activities of
the men out in the field. Construction of the advertising, marketing and discounting to
attract customers, Design - network, design maquette advertising leaflet, brochure,
catalog, bandrote ... Administration of company web network, writing articles to post
on the company website, receiving and responding to customer inquiries, for work
through the Internet,…
Document accountant: The basic function is responsible for financial services, write
and collect invoices, data reflected on the books and provide timely information to
serve the director's decision. Ensure implementation of financial revenues and
expenditures of the current regime and state tax provisions, social insurance, health
insurance and other obligations to the state besides function rooms include the
proposed cost-saving measures, increase profitability, preserve and develop the
company's business capital.
Human resources department
- Implementation of strategy, annual budgets, work plans of each month to the
Department Director-General for approval.
- The organization of the mirror, in room assignments to complete year budget plan,
work plan of the room / board approved each period.
- Perform internal reports prescribed by the Company and other reports as requested
by the Executive Board.

17. - Develop processes and professional regulations of the Office of the field, evaluate
the effectiveness of the process, this provision in practice to continuously improve and
enhance the Company's operations.
- Perform other duties as directed by the Executive division.
2.3. Results of business activities.
Table 1: Business Results
No TARGET 2016 VND) 2017 (VND) 2017 / 2016
(VND) (%)
1 Revenue 3.635.993.538 3.414.571.930 -221.421.608 -6,09
2 Costs 2.668.657.414 2.844.314.511 175.657.097 6,58
3 Profit 967.336.124 570.257.419 -397.078.705 -41,04
(Source: accounting department)
Comments:
-Company's revenue in 2017 is 3,414,571,930 VND , revenue in 2016 is
3,635,993,538 VND. Company's revenue in 2017 compared to 6.09% reduction by
2016 equivalent to 221,421,608 VND. Because of the competition of the opponents in
the industry with overall trends of strategies promoting promotions with product,
promotion lasts forced the company to cut profits to survive
-Cost of 2016 2016 6.58% increase compared to the equivalent of 175,657,097 VND.
Because Astair Co. Ltd must invest a large expenses to expand the scope of activities
and some machinery and equipment for the Office-new branch at 455/7 CMT8 Street,
Ward 13, District 10, Ho Chi Minh City.
-The company's development direction in the future: focus on improving the quality of
after sales service, customer care, harnessing the good source of strong brand has a
clear origin to create credibility.
2.4. Market of the ASTAIR company
- Domestic Market: Being wide distribution across the country with more than 9
Distributors / Agents and more than 200 retail outlets. Confectionery products are
distributed all over the country. However, the company focuses on markets with large
consumption such as HCMC, Hanoi, Hai Phong, Can Tho, Da Nang City, Daklak.

18. Here are the key markets from which the solid stepping stone to stepping up other
markets.
- Foreign Markets: To increase efficiency, the company also constantly search
ASTAIR markets abroad. The markets in Asia, such as Taiwan, China, Cambodia,
Cambodia, the US, Australia, ... with sales rising. In the future, moving towards the
export market is one of the objectives pursued.
Table 2: table of the output and sales of Astair in the past year
Output (tons) 2014 2015 2016 2017
Cake types 2.759,5 3.558,2 4.449,2 3.502,8
Assorted candy 5.210,5 5.433,8 5.174,0 5.509,6
Chocolate 88,9 101,7 94,3
Sales (billion))
Cake types 76,84 105,07 139,41 122,94
Assorted candy 106,79 102,46 96,66 110,72
Chocolate 4,75 11,31 10,48
total 183,63 212,28 247,38 244,15
(Source: Astair company)
Table 3: revenue and profit of Astair in the past year
Year 2013 2014 2015 2016 2017(KH)
Revenue (Billion
VND)
183,63 212,28247,38 244,15 278
Profit (Billion) 7,65 -10,2 9,35 11,9 14,3
(Source: Astair company)

19. CHAPTER 3: ANALYSIS MAREKTING ACTIVITIES OF ASTAIR CO,..LTD.
3.1 Marekting activities of ASTAIR CO,..LTD.
3.1.1. Product strategy
3.1.1.1.Type and quality products
- chocolate milk (milk chocolate): This is the most popular product categories for
consumer objects relatively common.
- Dark chocolate (Dark Chocolate): Also known as raw chocolate flavors with higher
cocoa content, dedicated service for the object very gourmet chocolates.
- White Chocolate (White Chocolate): This is not considered a chocolate because the
components do not have cocoa but only sugar and milk powder is finely ground like
chocolate, then add the kind of nuts (chestnuts, almonds human, cashews ...) with the
aim of further diversifying chocolate.
From the main material on, adds flavors such as mint, coffee, peanut butter, and nuts
such as cashew nuts, melon seeds, peanuts roasted, ... do while pouring the mold.
Shape: very diversified as rectangular member, member rosette, heart Park, Park Oval,
... do diverse, rich taste of chocolate
3.1.1.2. Consumption Market of Chocolate
Because chocolate is high-end products priced very high, concentrated mainly in the
big cities like Ho Chi Minh City, Ha Noi, Hai Phong, Da Nang, Can Tho, Dak Lak,
Nha trang, but mainly consumed in HCMC and Hanoi...
3.1.1.3. the client and target of target customers
According to the consumer's perception when it comes to chocolates, dark chocolate is
said to high-end, high-price only fit object high income consumers are concentrated in
the big cities. However, with the development of society, the trend of consumer
chocolate products have gradually change. Now the product has been developed in
two completely different directions, catering for the different needs and different
client objects.
Products as gifts - gifts: to consumers are the youth, families with incomes well off.
Common consumer products: consumer audience quite widely from child to adult.
However, major customers of the company are pupils, students, aged 15 to 25 years
old. Live mainly in large cities, towns and townships

20. - Product quality: improve product quality and diversification of products
Improving product quality is an important strategy in the development Chocolate
brand. Improving product quality in order to satisfy the increasing demands of
consumers and is a vital condition for the brand.
Diversification of products: including diversification of designs packaging and flavor
products to satisfy the diverse needs of customers.
Development orientation: 2 guide is the product according to the needs donations and
products for daily consumption.
All in order to build common strategies are:
+ Forming the traditional products specific to the brand Chocolate: the packaging, the
taste does not change throughout the life cycle of products, increasingly more
complete.
+ The new products annually supplemented with new products replacing products
with packaging and taste are no longer appropriate in the market such as ginger, the
alcohol, the melon seeds, the chip & nut .

21. Figure 1: some chocolate products of ASTAIR company
3.1.2. Pricing strategy
when new products trading company to market was undervalued for products
Chocolate, around 60,000 VND / Register (packaging paper). However
undervaluation has made customers feel quality of Chocolate not high, so not much
sales volume. To improve sales, the company has psychological assessment, product
valuation level. All targeted to:
- Affirming high quality - high price
- Mark chord: high prices, the high-value products to meet the demand for donated
products are of high quality.
The valuation of psychology in recent years has contributed to increased sales.

22. Figure 1: List price of some product
3.1.3. Distribution Strategy
distribution system:
Key Distribution: supermarkets, bookstores.
Other channels: the location that sells chocolate, wines selling point, station, airport.
- Distribution policy: higher discount usual candy.
Due to limited capital and the cost of establishing a distribution channel, the
Company has not yet expanded its distribution network.
At present, the company has expanded its business by building a distribution
network of agents, representative offices in Ho Chi Minh City, showrooms,
supermarkets, and so on. In addition, the company also cooperates with private agents
to:
- Helps the product to be consumed faster, more.
- Participate in the price stabilization market for state-regulated commodities
- Promote and expand large distribution networks to new markets.
In general, the company's distribution channel objectives are:

23. - Selling goods, creating profits, boosting sales.
- Reduce costs such as shipping costs, goods traffic charges, transaction fees.
- Achieve the company's goals in marketing.
- Share the risks that are likely to occur in business in the large consumer market.
- Bring products to customers quickly.
The distribution network of Astair Company Limited, designated by the Sales
Department, under the supervision of the Director is shown in the following diagram:
Figure 3:business distribution of Astair co., Ltd
Through the business distribution scheme of the company, we can generalize granted
the company's distribution channel is as follows:
Diagram of distribution channel (channel 0)
distribution channel (channel 1)
distribution channel (channel 2)
Astair
Astair
Astair

24. With the system consumed also relatively equally distributed by the company
for its customers in the region and ensure the implementation of the goals of the
distribution channel. The levels and distribution channels have tight relationship
together contribute to promote the company's business operations.
The channel 0 level has the task of selling directly to consumers. Through the
channel 0 level the company will develop the expanding channel 1 and channel 2 are
further levels to ensure profits and reduce costs for the circulation of goods. The
company distributed via channel 1 level is directly under the stores and dealer outlets,
consumers in that area can directly purchase goods and not necessarily to the company
because of the level of retail price regulation in the channel are as each other. So the
channel level 0 to level the channel 2 has tight relationship together bridge brought
goods to consumers to ensure timely, proper location.
Currently, the sales office has the task of implementing management and consumption
of business products. In fact the room made a number of business functions such as
Marketing. The company currently has about 5 marketing staff but in the form of
short-term contracts. Every staff member in charge of marketing and developing a
specific market area.
Every month the staff regularly down the area himself in charge, to the dealer needs to
grasp the aspirations, help agent featured product Pack.
Market officials are also actively strengthening relationships, make tv ads to attract
more new customers in your area charge.
There is a form of distribution of the products that the company applied to use the
sales staff directly to customers. But this kind does not bring high efficiency that only
works for the marketing of products that the company is doing business.
Astair Consumers
Retail
store
company's stores

25. 3.1.4 promotion Strategy
Advertising
- On Television: focused advertising in the early stages of business products to market
in late 2016 and early 2017 with 40 broadcast period.
- Press: focus on the protection of women (Women, and Family Marketing, ...) and
school age report (United pupils, students, Ink violet, white Austria, ...). However, ad
levels also irregular.
The community relations are highly social and sizable investment company. The
programs sponsored by the company in 2017 as follows:
- On 10.08.2017, ASTAIR signed sponsorship support movement building charity
houses for the poor in the province between ASTAIR and Front Committee battle
Fatherland Dong Nai province. Accordingly, the Company financed ASTAIR build 13
charity houses worth 78 million poor people in 3 district.

26. 1. Coordinate research, production deployment of nutritional products for prevention
of micronutrient deficiency, malnutrition audience are children and pregnant mothers.
2. Develop nutritional counseling clinic.
3. Promote the propaganda, campaigning and education and dissemination of
knowledge of nutrition for the entire population.
4. Financing product in the national programs on nutrition.
The company is primarily a service on the ad less expansion activities are focused. At
present the budget for advertising of the company usually only occupied 0.4-3% of
sales, in general advertising policy the company's expansion has not brought results in
the consumption. However the company still regularly participates in a number of
activities such as: fairs, exhibitions, product launches and programmes take customer
comments ... Specifically:
+ The company regularly engaged in fair activities.
+ Advertising through the stores and malls: Hanging the posters, panels, posters were
placed at the store and the Corporate Center.
+ Advertising on the Internet, banner on the Classifieds page here is a principal
information channel that businesses use to promote promote its image at the same
time as the mainstream channels to search for partners through reality shows this is
primarily a channel that The company signed a contract to consume.

27. Table 4.The frequency of ad companies in 2018
Advertising media
Frequency
Cost
(million)
Total cost
(million)
Industry magazine 7 0,3 2.1
Pano, posters 5 2,5 12,5
Advertising on the
Internet
10 2 20
Total 34.6
Through which we see for the explosion protection electrical equipment, the demand
for product information searches before customers buy in large part via the internet,
can see the internet today strong boom, through internet customers can search for any
information believe the easy way, quickly, the Internet helps customers easily
marketed to the right target audience.
Public relations
Can say this activity of the company is very faint. Works only for a very small cost
but can bring about a benefit hugely. The company has the advantage to promote with
this form thanks to extensive relationships with the press, the business ... However the
company not yet adequate investment into this form.
Direct sales

28. The company has applied this form in the case of direct transactions with customers
and industry by the Director or the Department are dedicated to technical level took on
brings back the beautiful results , expressed by the number of economic contracts
signed are increasingly large.
Direct marketing
With the specific work of the company, this form of mixed a Travis proved very
effective. The company often sends a, quote, introduced via Fax, phone, mail directly
to industrial customers and they also have the information to answer through the
respective media. This form is very effective for the company in finding and keeping
the relationship with the customer on the industrial market which are very dispersed in
terms of geography and the production facility at least for investment trading
operations. The activity of the annual company spending about 30 million.
Promotion
The company has not regularly organise promotional activities with the form of
coupons, gifts for buyers with large numbers, promotional services, after sales
services with the help of the vendors and technicians at all in the country and abroad
should have good impression to customers.
3.2. Overall assessment of strengths and weaknesses
3.2.1 Advantages
- Thanks to the implementation of some marketing activities that the company has
discovered and meet the needs of consumers, creating prestige and reputation for the
company on the market. It helps the company to increase market share, increase sales
and profits for the company, making the company more and more and become one of
the leading companies in the electrical equipment industry in Vietnam.
- In the development process, the company diversified products in both breadth and
depth of products
The company has focused on the human factor.
- The Company is always interested in the material and spiritual life of its employees,
ensuring a stable income of VND 5,500,000 per person per month. The Company
attaches great importance to the development of the contingent of scientific and
technical staffs, and the management staff of the subordinate units. The majority of

29. the business managers and technical staff are capable of studying at the university
level. and high sense of responsibility and discipline.
- The company always keep credibility with customers.
- With suppliers, the company has created a good relationship.
3.2.2 Disadvantages
- Currently, Astair Company Limited has not organized a specialized department on
marketing. Marketing work done by business department. However, the
implementation of tasks and marketing functions of these departments is very limited,
not effective because it is not professional and not really focused.
- Marketing activities but the company has not really attached importance to
marketing as the role of its effect. The company has not had the proper investment for
marketing activities so besides the achievements the company has some limitations:
- On the product policy: In form, the consumption of the company is increasing but
the market share of the company tends to be reduced over the years. Marketing policy
- mix and market research of the company is still limited. While focusing on product
policy, the company focuses too much on output and product quality, and other issues
of product strategy are of little interest, particularly the difference in product quality.
This can reduce the company's competitive advantage in the future.
- Regarding distribution strategy: The distribution channel of the company is
quite simple, the members in the channel have almost no association and management.
The relationship between the agent and the company has no association and
management. The relationship between the agents and the company does not have a
deep bonding relationship, so loyalty is created on the basis of interests. The company
maintains relationships with direct customers as agents, while retailers and end-users
have almost no contact at all. In addition, the direct sales staff of the company
operates with high efficiency.
- On price strategy: The price on the market is floating, the company does not
have the management because the power regulating the channel is not in the hands of
the company. Moreover, the distribution of agents is not reasonable, which will create
many holes for the market competitors. Another thing is the market research of the
company is very limited, the income information on customers is rather sketchy. So

30. far, the company does not have comprehensive and comprehensive exploratory
research, so it is only possible to predict the supply and demand situation as well as
the changes of demand in the market inaccurately and not real.
- On the promotion strategy: The implementation of the promotional policies of
the company is quite sketchy and evaluation of the effect of spending so much waste,
which is due to new activities implemented by the company is lacking. Experience in
management is caused by the new switch to market mechanism, according to business
habits, so businesses do not pay much attention to marketing. A subjective reason of
the company is that the company has no real marketing experts, partly because the
cost of marketing activities is very expensive while the company lack of business
capital. And one more thing, the leaders of the company do not really pay attention to
the role of the benefits and practical benefits of marketing activities.

31. CHAPTER 4: SOME SOLUTIONS TO IMPROVE MARKETING
MANAGEMENT AT ASTAIR CO., LTD
4.1.Establishment of a specialized marketing department
There are many different models for organizing your marketing department. Choosing
an appropriate, effective model for a company depends on its size, characteristics,
organizational structure, and financial capabilities. of the company.
Diagram 4.1: Marketing department diagram.
In order to implement this solution, the company has to organize the
construction of a Markeing room with the staff of 10 people
- 1 Marketing Manager
- 2 market research staff
- 2 staffs formulate marketing-mix policies
- 5 sales staff
These employees will operate independently of each other, they will exchange
information during the transfer of work and agree on the plan, each person will be
responsible for the part of the work they are responsible for. The manager will
supervise and direct the implementation of the staff and be responsible to the board.
4.2 completeness of product policy
From the analysis above, the company must have an improved policy,
diversification of product if not then need to remove inappropriate product needs to
also focus efforts on other products to exploit the needs of market segments of the
company more effectively.
Marketing Department
Sales Customer care
department
Market
research
department

32. Diversification of product: Currently demand for electrical appliances has become
increasingly diverse in types and differ on the need to use as well as the characteristics
of products with between those different markets. So in order to exploit the full
potential of the market segment, it requires companies to develop policies to diversify
products an effective way, and to expand the product line. Companies can offer
different types of products to penetrate multiple market segments. Diversification can
offer product design category.
Improving the code samples of the goods is the same as the quality of the goods by the
company not directly decide which depends entirely on the vendor.
4.3 pricing strategy
Join the business profit is the survival of the company. In particular, the selling price
and cost are the two factors that determine the profitability of the company. But for
the company. .. should apply pricing model 3 c (Company, Customer, Competitor) the
following are the specific solutions:The valuation items according to the
manufacturer: for this passive company in changing the price because the price
imposed by the manufacturer, so the companies can negotiate with the manufacturer
original discount when sold to the company , companies can implement cost reduction
to increase this margin up by:
-The cost of advertising, promotions have been manufacturing company made to
position their products in the market should the company need not be costly.
-Negotiate the manufacturer use the VUs shipping costs for the agents in the city, the
cost of transportation to the dealer.
-Proceed to the exact needs and order the previous manufacturer and according to the
progress and delivery to customers
Perform discounts and discounts for customers paying early and buy more output, the
company identified a percentage discount guaranteed benefits for customers and for
the company

33. Order value Discount compared to retail
prices
50-60 million 2%
60-80 million 3%
> 80 million 4%
Table 3.1: discount for customer profitability
-The company always conducts all of the measures to cut unnecessary expenses. Want
to check and recheck frequently norms of raw materials, the manufacturing layout,
storage product in the factory to save production time, improve the efficiency of work
in each area, each stitch work.
-The company should not lower pricing for quality items. The psychological
advantage of consumers for high quality products that will have a high price and vice
versa. The price of these products is not lower than that of equivalent quality products
of competitors.
- To replace the discount (what the company does not want), we can use the form of
maintenance, support to use free services to increase the attractiveness and interest of
customers. - Enforce state preferences for enterprises: incentives on import tax,
enterprise income tax, price subsidy, ...
4.4 Distribution strategy
This is the most important solution for the company to achieve its goal of expanding
its market share in the future.
First of all, it is necessary to build and consolidate existing distribution channels.
Currently, the company has three types of channels:
direct sales staff of the company.
consumption agents.
wholesale intermediaries
At present, distribution channel activities through direct sales staff of the company is
not effective, only to introduce the company's products only. To overcome this

34. situation, the company should train and recruit qualified staff, organize training
programs to operate the staff more professional market. Avoid wasting human
resources and financial waste.
For the expansion of new distribution forms, there are some solutions. Delivered
through retail stores, supermarkets, trade centers or through the distribution network
of other products.
Some issues to address in the distribution channel are:
-Responsible and effective distribution channels such as when customers request
delivery of products at home, the company must deliver them immediately.
- Train the product delivery staff at home so they can probe the customer by asking a
few questions or using a small questionnaire. For further strengthening the
relationship between members: - Based on the good relationships available between
the company and its agents and clients, the company always strives to consolidate and
build on this relationship. - The company attaches great importance to receiving
customers' requirements and signing sales contracts. Advanced management skills for
distribution managers. The company should train the distribution staff to improve their
service attitude to customers. Company must serve thoughtful, thoughtful impressing
the customer.
4.5 Promotion Strategy
 Advertising.
Advertising is one of the key tools that companies use to drive persuasive information
on buyers and the target audience. For effective advertising, it is important to
understand the basic content of the advertising process and to make timely decisions
to ensure that advertising activities follow a consistent process.
With small scale, the advertising in small Astair Co., Ltd. should be assigned to the
sales department in charge, the business department will have the task is to formulate
advertising strategies. This strategy must be based on prior decisions about the target
market, market position, and buyer motivation. When building advertising programs,
the sales department should pay attention to the following issues: - Advertising
budget: The task of advertising is to promote the volume of consumer goods, so want
to get good results due to advertising, the need for adequate investment, public

35. advertising budget. It should be calculated as a percentage of sales, for example 5% or
10% of sales next year.
The company's advertising budget for 2016 is VND 50 million, compared to the
revenue of VND 389 million. And the plan for 2017 is expected to be 110 million
VND and can be distributed as follows: + 50 million VND for advertising on the
Internet, newspapers, in addition the company is more interested in advertising on the
internet email this form is very new on the high prospects in the market. + 40 million
VND for posters, posters. + 10 million VND for advertising on the company's
truck + 10 million VND for sending cards and letters to customers - Advertising
media: It is important to know the capabilities of the advertising media can reach the
influence and effects of any
. Through the customer survey, the information channel on the Internet is most
searched by customers, so advertising activities on the internet companies need to
have policies as well as support costs for advertising on this information channel. .
The company has its own website to facilitate the introduction of products. Channel
information through friends and relatives are also selected so many companies need
marketing strategies into this channel as: - Strengthen human resources training,
establish a professional sales team through which sales skills training simultaneously
through this team to introduce products to customers.
- In addition, the company actively participates in exhibitions. Exhibitions are an
opportunity for sellers and buyers to meet and exchange information, and in some
cases they can immediately make purchases at the event. In addition, through the
exhibitions, the company management has a formal and inexpensive opportunity to
collect information about the product, about the competitors are quite detailed.
In order for the exhibitors to get high results, the company should prepare well before
the event, specifically:
- Identify the types of products that will be brought to the fair, print the folding
leaflets, including printed pictures of products, technical parameters, utility features,
prices, services. and other necessary information, when customers are interested in the
product can give them these leaflets

36. - Pre-sales training for the exhibitors. - Prepare funds including moving expenses set
up and preparation. Exhibitors should try their best to get consumers interested in their
products by: - Rent a booth in a place where many people pass by, such as near the
door or on the main road of the event. - The staffs offered the goods and explained the
necessary questions to customers should wear their own uniforms and wear the
company's card. The attitude of the staff must be warm, polite.
Enhance after-sales services Promotion: - The company should apply the form of
promotion such as offering coupons to regular customers. - The company needs to
create more promotions that do not coincide with the old promotions and programs of
other companies are currently using. - Marketing departments regularly check the
promotion of suppliers to avoid the situation, if these activities will massively lead to
the trust of customers on the product shake
 Strengthen market research. Market research is very important for any business. In
recent years, this work at Astair Co., Ltd has been implemented but is still formal and
has not been organized regularly. For marketing research to be effective, the
marketing process of the company must be organized into 5 steps:
4.6 Some recommendations
4.6.1 For the State
Guarantee economic stability, political, cultural and economic development of the
country, create a favorable environment for developing economies.
To manage the economic sectors by law, ensuring equality among economic sectors.
Need tax policies to encourage and stimulate business development towards
localization of product information: income tax exemption now while testing new
products, dutiable imports by type of spare parts because the entire components.
Reform the administrative procedures thoroughly, avoiding cost increases, loss of
business opportunities for the business due to cumbersome procedures.
Issues
and
objective
s
Develop
plans
Income
Informat
ion
Informati
on
Analysis
Presenting
results

37. Encourage support for economic cooperation between enterprises in the country with
each other, and can learn to improve their technology.
Enhancing support for enterprises in training, raise the level of training for staff, the
management, technical departments in the warranty, repair, maintenance,
improvement of technological innovation, helping them reach the regular and master
technology the great.
Ensure healthy competition between enterprises in the country.
4.6.2 for business
Build the reasonable and effective Marketing strategy through to solid steps, clear
direction and have a basis to develop further expansion. There are short term plans for
each specific phase.
Need to have close coordination, the exchange of timely information updates between
the functional departments.
More market research to keep fluctuations of the market, the step of the competition,
the response of customers, ...
To ensure the information reaches between staff and Board of Directors (i.e. the leader
board a notice of the purpose of the requirements of the company and the other side to
listen to feedback from people who directly made employees), then the the new
strategic plan, feasible and realistic.
Continue to participate in social activities, activity report, ... to consolidate and
enhance brand image and Become Intelligent.
Promote solidarity commitment of the employees in the company.
Non-stop training, employee training, ensuring the quality of human resources