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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 Sao Nam
Viet IMPORT EXPORT AND TRADING CO., LTD.
SUPERVISOR: MBA. TO DIEP
PROFESSIONAL INSTRUCTOR: TRAN NGOC YEN PHUONG
STUDENT’S NAME: DUONG BOI NGOC
STUDENT ID: 71406301
CLASS ID: 14070610
HO CHI MINH CITY 4/2018
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FEEDBACK OF INTERNSHIP COMPANY
Student’s name: Duong Boi Ngoc Student ID: 71406301
Class: 14070610 Academic Year: K18
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Ho Chi Minh City, Date………………
Supervisor
(Full name ands signature)
FEEDBACK OF SUPERVISOR
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Student’s name: Duong Boi Ngoc Student ID: 71406301
Class: 14070610 Academic Year: K18
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Ho Chi Minh City, Date…………………………………
Counterargument Lecturer
(Full name and signature)
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EVALUATION OF COUNTERARGUMENT
SUPERVISOR
Student’s name: Duong Boi Ngoc Student ID: 71406301
Class: 14070610 Academic Year: K18
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Ho Chi Minh City, Date…………………………………
Management Executive Officer
(Full name, Signed and Sealed)
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TABLES OF CONTENTS
TABLES OF CONTENTS..........................................................................................5
INTRODUCTION.....................................................Error! Bookmark not defined.
CHAPTER 1: OVERVIEW OF THE COMPANY FOR INTERNSHIP...................1
1.1 Overview of Sao Nam Viet Import Export And Trading Co., Ltd. (Sao Nam
Viet).........................................................................................................................1
1.1.1 Operation and Development.......................................................................1
1.1.2 Business Activities Fields of Sao Nam Viet...............................................2
1.1.3 Organization Structure of Sao Nam Viet....................................................2
1.1.4 Personnel situation of Sao Nam Viet..........................................................4
1.1.5. Business Operation Performance of Sao Nam Viet for the period 2015-
2017 .....................................................................................................................7
CHAPTER 2: ANALYZING THE OPERATIONAL PROCESS OF THE
COMPANY...............................................................................................................10
2.1 The Operational Process of Sao Nam Viet......................................................10
2.1.1. Analysis of Business activities ................................................................10
2.1.2. SWOT Analysis.......................................................................................11
2.1.3. Advantages of Sao Nam Viet ..................................................................12
2.1.4 Disadvantages of Sao Nam Viet...............................................................13
2.2 Marketing-Mix Plan for Water Gate Valves in Asian and European Markets.
...............................................................................................................................15
2.2.1 Developing Marketing Strategies and Plans.............................................15
2.2.2 Developing Marketing-Mix Plan for Water Gate Valves in Asian and
European Markets..............................................................................................22
CHAPTER 3: RECOMMENDATIONS AND SOLUTIONS..................................30
3.1 Target market...................................................................................................30
3.2 Branding ..........................................................................................................30
3.3 Advertising ......................................................................................................30
CONCLUSION.........................................................................................................31
REFERENCES..........................................................................................................33
CUSTOMER RESEARCH TABLE
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TABLE OF FIGURES, TABLES AND PICTURES
Figures
Figure 1.1: Sao Nam Viet Valves Products ..................Error! Bookmark not defined.
Figure 1.2: Organizational Structure...............................................................................3
Figure 1.3: Rate of Labour Age ......................................................................................6
Figure 1.4: Rate of Degree............................................Error! Bookmark not defined.
Figure 1.5: Sales Revenue 2015-2017 ............................................................................8
Figure 1.6: Costs of Sao Nam Viet in 2015-2017...........................................................7
Figure 1.7: Operation Statistics.....................................................................................10
Figure 2.1: SWOT Analysis..........................................................................................11
Figure 2.2: Global Market forecast 2016-2024.............................................................15
Figure 2.3: % Breakdown of key end-use secotrs.........................................................16
Figure 2.4: Industrial vale market trend........................................................................17
Figure 2.5: Global Marketshare of productss in 2015-2017.........................................18
Figure 2.6 The competitors ...........................................................................................19
Figure 2.7: Growth of construction spending in 2014-2019Error! Bookmark not defined.
Tables
Table 1.1: Labour Age Statistics.........................................................................................6
Table 1.2: Degree of labour force .......................................................................................7
Table 1.3: Data of Sao Nam Viet Business Activities 2015-2017..........................................9
Table 2.1: Compare Sao Nam Viet Business Activities between 2016 and 2017..................11
Table 2.2: Global Marketshare of productss in 2015-2017..................................................18
Table 2.3: Industrial Valves Market, by Valve Type: .........................................................19
Table 2.4: Pricing of PPR gate valve.................................Error! Bookmark not defined.
Table 2. 5: Pricing of steel valve.......................................Error! Bookmark not defined.
Table 2.6: Pricing for Gate valve flange3 ..........................Error! Bookmark not defined.
Table 2.7: Pricing for Brass products lock handle ..............Error! Bookmark not defined.
Table 2.8: Pricing for Brass products – Miha brand ...........Error! Bookmark not defined.
Pictures
Picture 2.1: Three elements of the effective product strategy ..................................................22
Picture 2.2: Process of Product Strategy...................................................................................23
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CHAPTER 1: OVERVIEW OF THE COMPANY FOR INTERNSHIP
1.1 Overview of Sao Nam Viet Import Export And Trading Co., Ltd. (Sao Nam
Viet)
1.1.1 Operation and Development
Company's name:
Sao Nam Viet Import Export Co., Ltd
Trading name:
Nam Viet Star Company
Tax code:
0311446688
Operation status:
Being in operation (having been granted DKK Certificate)
Registered place of management:
Tan Binh District Tax Department
Address:
69 Nam Ky Khoi Nghia Street, Ward 13, District 1, Ho Chi Minh City
Phone:
06677028
Fax:
08 39492959
Legal representative:
Dao Minh Quan
Address of legal representative:
169 Truong Chinh - Ward 17 - District 1 - Ho Chi Minh City
Manager:
Pham Huy Cuong
Date of issue:
April 30, 2000
Date of commencement of operation:
April 30, 2000
Receipt date:
April 30, 2000
Financial year:
2010
Category:
3-004-197-575
Business:
G4610 Dealers, brokers, auctions
G4649 Wholesale other household goods
G4669 Other specialized wholesale where not elsewhere classified
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1.1.2 Business Activities Fields of Sao Nam Viet
- Agricultural production, processing, import and export of plumbing,
mechanical machinery; Trading in mechanical products: machinery,
equipment, spare parts; Transportation, handicrafts, consumer goods ...
- Research on technology transfer and training of technical workers in
electricity, water and machine building
- Providing investment consultancy services to develop the production of
tools and equipment in the house
- Doing financial business, participating in the stock market
- Producing and trading in other fields: freight forwarding, port warehousing,
transportation and transport agents; real estate, civil and industrial
construction; hotel, office for rent.
- To enter into joint ventures with economic organizations at home and
abroad, to receive and implement development investment support projects
for business development of the Corporation.
Core values:
- Towards quality: Always aim for quality in every product and service
- Professional Professional: Professional staff with the ability to perform
proficient the supply, bring satisfaction to customers and users.
- Successful cooperation: Promote respect, cooperation with colleagues for
common development. Always respect and keep in touch with partners on the
basis of mutual benefit.
- Sustainable development: Prioritize and appreciate all efforts, contribution
for the sake of sustainable development. To formulate and concentrate on
investment in the development of raw material areas for vegetables and fruits
and agricultural products; to invest in production capacity and capacity to
supervise the quality of goods of processing plants, to enhance financial
capacity, to renovate technologies and to renovate management modes;
increase the scale of sales, market share of trade and services; increase the
return on capital; Ensure employment and income for employees in the unit.
1.1.3 Organization Structure of Sao Nam Viet
This is chart of Sao Nam Viet organizational structure
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Figure 1.1: Organizational Structure
Director is the top power of Sao Nam Viet 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 Sao Nam Viet. 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 Sao Nam Viet.
Roles of Sales Department
Sales department is one of the most important department in Sao Nam Viet.
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 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
Director
Sales
Department
Technical
Department
Marketing
Department
Accounting
Department
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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
Sao Nam Viet 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 Sao Nam Viet 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, Sao Nam Viet 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 Sao Nam Viet. 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
 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.
1.1.4 Personnel situation of Sao Nam Viet
Total labour forces of Sao Nam Viet 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 Sao Nam Viet.
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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.
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Figure 1.2: Rate of Labour Age
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
23-35
36-60
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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
1.1.5. Business Operation Performance of Sao Nam Viet for the period 2015-
2017
Costs have been also increased during three years as described in Figure 1.6.
Figure 1.3: Costs of Sao Nam Viet in 2015-2017
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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. Sao Nam Viet
borrowed more money from some banks to enlarge its business. Besides, income
tax also went up as well because of revenue going up.
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 1.4: Sales Revenue 2015-2017
2- Cost of sold goods
3 - Interest expenses
4 - Corporate income tax
-
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
3 - Interest expenses
4 - Corporate income tax
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Through three years of business activities, Sao Nam Viet achieved the profit which
in more and more increasing during three years, as in table 1.3
Table 1.3: Data of Sao Nam Viet 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
-
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
Axis
Title
Sales revenue
1- Sales and service delivery
revenue
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CHAPTER 2: ANALYZING THE OPERATIONAL PROCESS OF THE
COMPANY
2.1 The Operational Process of Sao Nam Viet
2.1.1. Analysis of Business activities
Figure 1.5: Operation Statistics
Firstly, sales and service delivery revenue increased by five billion VND
more than one in 2017, accounting for 13.41 percent. It shows that Sao Nam Viet’s
business is very good because its profit is always higher and higher during three
recent years.
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 Sao Nam Viet’s increasing loans. In 2017, Sao
Nam Viet 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 Sao Nam Viet business activities are
good because positive elements such sales and service delivery revenue and Profit
after tax increase during recent years. It presents for Sao Nam Viet’s stable
development.
0
10,000,000,000
20,000,000,000
30,000,000,000
40,000,000,000
50,000,000,000
2016 2017
Chart Title
1- Sales revenue 2- Cost of sold goods 3 - Interest expenses
4 - Corporate income tax 5- Profit after tax
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Table 2.1: Compare Sao Nam Viet 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
2.1.2. SWOT Analysis
To identify Strength – Weakness – Opportunity – Threat of Sao Nam Viet,
SWOT analysis has been deployed.
Figure 2.1: SWOT Analysis
SWOT analysis is used essentially for Sao Nam Viet’s business and marketing
purposes. As the result, the company can set up a good marketing strategy.
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2.1.3. Advantages of Sao Nam Viet
Internal advantages
Sao Nam Viet has variety of products that create product differentiation for
the company. To survive in the global competitive market, Sao Nam Viet keeps
creating new products that enable them to remain relevant. Sao Nam Viet 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 productss in the
international market. Sao Nam Viet 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, Sao Nam Viet 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 Sao Nam Viet
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, Sao Nam Viet 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 Sao Nam Viet.
In addition, Sao Nam Viet has good facilities, timely respond to their
production. With good manufacturing facilities, Sao Nam Viet 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.
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External advantages
There is a good chance for products 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 products 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.
Sao Nam Viet takes advantage from exporting their productss 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 Sao Nam Viet reduce its
pressure in manufacturing. It means that Sao Nam Viet 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 Sao Nam Viet
Internal disadvantages
Sao Nam Viet 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 Sao Nam Viet Marketing team have no caring,
helpful and entertaining enough. Part of the problem is that Sao Nam Viet does not
have enough resources, relevant information and time to do a good Marketing
strategy at trying to target so many potential customers.
Besides, Sao Nam Viet lack of money to enlarge their business. Inadequate
amount of capital creates a lot of financial problems to Sao Nam Viet to do business.
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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 Sao Nam Viet.
In addition, Sao Nam Viet 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
Sao Nam Viet has to bear. This is the root of reduction of profit in 2017.
External disadvantages
Firstly, Sao Nam Viet face tough competition in export market. Moreover, it
is very difficult for Sao Nam Viet to find foreign buyers last few years. The supply
is profuse and oversupply, other markets have tightened control over the import
quality, thus, Sao Nam Viet faces tough competition from regional peers in
providing an attractive environment with their productss. Especially, Sao Nam Viet
productss 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 Sao Nam Viet productss, 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.
The most important disadvantage that Sao Nam Viet 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 Sao
Nam Viet 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, Sao Nam Viet brand names can not compete well in foreign market.
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2.2 Marketing-Mix Plan in Asian and European Markets.
2.2.1 Developing Marketing Strategies and Plans
2.2.1.1 Collecting Information and Forecasting Demand
Collecting Information
Sao Nam Viet will collect information by desk research
With desk research, at first Sao Nam Viet 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 Sao Nam Viet target customers.
The main advantage here in performing internal desk research is that it
involves internal and existing Sao Nam Viet 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, Sao Nam Viet 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 productss’ prices, potential customers,
and goverment policies, as well as export market’s policies about Sao Nam Viet
Products.
The global market fro industrial vales is forcast to reach USD112 billion by
2024 in Asian and European markets
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Forecasting Demand
After collecting information, Sao Nam Viet can forecast demand based on
the statistics collected from external desk research and external desk research.
Firstly, Sao Nam Viet 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 Sao Nam Viet have enough productss 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 2.2: % Breakdown of key end-use secotrs
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2.2.1.2 Conducting Marketing Research
Marketing Research is conducted based on two main markets including
Asian markets and European markets.
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Table 2.2: Global Marketshare of productss 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)
The overall market grows from USD 67.45 Billion in 2016 to USD 83.79 Billionin
2018. There is steadily growth in revenue of productss in the world during 2015-
2017.
Figure 2.3: Global Marketshare of productss in 2015-2017
0
5
10
15
20
25
30
35
40
Asian Markets Eroupean Markets Other Markets African Market
16.734 16.734
10.0404
3.9046
30.3525
20.235
12.141
4.7215
37.7055
25.137
15.0822
5.8653
2015 2016 2017
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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%
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.
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Figure 2.4 The competitors
(Source: strategyr.com)
The most competitors are in The Unites States and European markets.
Moreover, the quality is required best for these market. As the result, Sao Nam Viet
will face troubles when entering these countries.
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.
Marketing objectives following:
 Increase sales
 Build brand awareness
 Grow market share
 Launch new products
 Target new customers
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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.
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 productss to Asian markets.
Penetration pricing is the initial pricing strategy for a product or service that is
lower than the market price. Sao Nam Viet will use this strategy to profit in the
short term to reach the expectation of its products will be more widely accepted
market. It is a market of customers who have never bought a product or who are
loyal to a competitor's product, and who also use it for long-life products. Market
penetration strategies will often attract buyers by offering cheaper goods and
services than marketplaces. While many new companies use this approach to attract
customers' attention, market penetration tends to lead to a loss of start-up capital.
Gradually, the reputation of the business in the market can bring profit and make the
brand stand out among the industry. Often, after entering the market at a certain
level, companies often begin to raise prices to better reflect their position in the
market and bring in interest rates.
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, Sao Nam Viet must have
the ambition to go international market to reach their target customers. The most
important factor to reach target customer is marketing online.
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Sao Nam Viet can get a partner in a foreign country who is just as invested in all
facets of Sao Nam Viet business as the company is. Of course, Sao Nam Viet has to
vet the potential partners thoroughly and make sure that the company is doing
business with someone who will actually help Sao Nam Viet – not slow the
company down. As the result, Sao Nam Viet can get a good partner, the company is
able to get a grip on the new market much more easily..
2.2.2 Developing Marketing-Mix Plan  in Asian and European Markets
2.2.2.1. Product Strategy
Analyzing the Elements of the effective product strategy
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
Picture 2.1: Three elements of the effective product strategy
(Source: www.romanpichler.com)
Firstly, the target customers and users of Sao Nam Viet 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, Sao Nam
Viet has to think if Productss can export to other countries. The company has to
compare their products to other products that people ask for. It allows Sao Nam Viet
to reach new markets easily.
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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 Sao Nam Viet 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, Sao Nam Viet needs to follow the process below:
Picture 2.2: Process of Product Strategy
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The first is generating that the company analysis SWOT to find out strengths,
weaknesses, opportunities, threats. As the result, Sao Nam Viet understand current
market trends to generate ideas. Moreover, Sao Nam Viet 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, Sao Nam Viet will set specific
criteria for ideas of productss to make sure that the products for new markets are
suitable or not.
The third is testing the concept. Sao Nam Viet deploys quantitative or
qualitative responses to evaluate consumer responses to the product idea before
introducing productss 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
products positioning to evaluate if there's demand from the market.
The fifth is marketability tests. Sao Nam Viet 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 productss
exporting satisfy the target customer or not. As the result, modification can be made
when necessary.
The sixth is technicalities and product development. Sao Nam Viet 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. Sao Nam Viet launches categories of
productss into the market alongside advertisements and other promotions.
The eighth is post launch review and perfect pricing. Sao Nam Viet will
review the market performance to evaluate the success on the entire products
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. Sale Strategy
Sale strategy plays a fundamental role in the marketing mix of a product. To
determine which distribution method is used, Sao Nam Viet must understand the
needs of their consumers and determine which avenue provides the best ability to
put productss in front of the potential customers. Place also refers to distribution or
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the methods and location Sao Nam Viet uses for their productss to be easily
accessible to their target customers.To distribute the product to their customers at
the right place at the right time, Sao Nam Viet 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. so Sao Nam
Viet will two methods of business: wholesale and retail.
Retail
-Retailing is the method of selling goods and services in small quantities, small and
stable prices. This method usually applies directly to consumers of such goods or
services. Retailing is more diversified than wholesale. Detail:
-Direct debit: is the form of the seller's immediate cash collection.
Pledged sale is the sale of goods to the customer and pay multiple times. In this
form Nam Viet will receive an additional interest due to deferred payment.
-Self-service retail: Plan to buy goods and take them to the payment desk. Major
supermarkets that adopt this form are quite popular.
-Auto sales: Sao Nam Viet Commercial uses vending machines to sell their
products and services.
-To send agents for sale, consignment: Sao Nam Viet is ready to bring their goods
to dealers to sell or send agents to sell their products directly
Wholesale
Wholesaling is a form of selling goods and services in large quantities or in lots
with high discount prices or original prices. Wholesale is usually applied, or
directed to the intermediary trade as agents, general agents, distributors ... In the
form of wholesale there are two specific methods: wholesale goods through
warehouse and wholesale goods direct shipping
-Merchandise through the warehouse: Sao Nam Viet sale of goods, services must be
exported directly from the warehouse. With the wholesale through the warehouse,
Sao Nam Viet can deliver directly to customers at the warehouse or to the
warehouse of the buyer or the place under the contract.
- Direct freight trading: Sao Nam Viet Trading after buying goods, receiving goods,
not brought into the warehouse but sold directly to the buyer. With this form, Nam
Viet Star also has two forms of direct delivery or delivery.
. * Export
Two main modes of application are direct export and consignment export.
-Direct export: Sao Nam Viet directly works with importers, directly sign contracts,
deliver goods and receive money.
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-Mandate export: Sao Nam Viet Sao does not directly export goods or collect goods
but is approved by a reputable import / export company to export to them.
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
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.
- When and where to use discount :
+ Use week-to-month discounts to increase orders and sales : This is the traditional way to
increase sales. It is usually used at the end of the month or at the end of a quarter to
achieve the sales target.
+ Use discounted promotions before launching : If Sao Nam Viet is about to launch or
have a new product, they can use it to drive traffic and generate interest from customers.
+Use promotional discounts seasonally or on festivals - Black Friday, Christmas or New
Year's are great events, however during the year there are countless other occasions Sao
Nam Viet can use to increase sales.
+Use Discount Coupons for Email Subscription ; Building an email list is extremely
important for all online retailers. By offering a customer email invitation that not only
helps increase conversions, but you also get emails, this will give Sao Nam Viet the
opportunity to promote new products or programs. Other promotions to them in the future.
+Use Promotional Discounts When Like, Follow or Share on Social Networks -. Give Sao
Nam Viet’s website visitors and their customers an attractive promotion when they share
information on social networks. This is a very effective way to create cheap word of
mouth marketing.
+Use referral promotion - : People who usually Sao Nam Viet’s product most when
introduced by friends or family. Please turn this into their advantage and encourage them
to introduce. Sao Nam Viet can choose to offer the promotion to a sharer, to the shared
one, or both.
+Offer discounts on first-time purchases
+Use discounted promotions based on wages / order value - Promotion based on total
basket value is an effective way to encourage more customers to pay, increasing average
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order value. The strategic way to combine this for Sao Nam Viet is to calculate your
average order value in the last few months, thereby offering a fake discount or free
shipping on all orders over 10-20. % compared to the previous average.
+Use discounted promotional offers exclusively for social networks - Social-dedicated
promotions are a powerful way to build relationships with everyone who follows Sao Nam
Viet and gives them a sense of what they are. do for new people to do it. This gives Sao
Nam Viet the opportunity to promote to them in the future
+Use loyalty discount promotions - A dedicated loyalty reward can help build a stronger
relationship and offer discounts to people who've already paid for it. friend. It can be as
simple as sending the best customers a personal email with special offers, using automated
email tools like Klaviyo, Mailchimp or GetResponse.
+Use Remarketing Promotion - This type of promotion is very effective because it is only
seen by people who have visited Sao Nam Viet so they already know about the company
Remarketing ads serve as a reminder to customers to return and motivate for purchase. Try
using Propel Ads or AdRoll to do remarketing.
- After-sale service :
+ A professional sales staff will keep in touch with customers even after reaching an
agreement. Never miss their call.
+ Call them at least once during a contract period.
+ Give them the support they need. Help them install, maintain or operate a particular
product. Sales professionals selling laptops must ensure that software is configured in the
system and that customers can use the network without difficulty.
+ Any product found to be damaged or in a damaged condition must be replaced
immediately by professional sales. Do not disturb the customer. Listen to their complaints
and make them feel comfortable.
+ Create a separate area of your website where customers can register their claims. Each
organization should have a toll-free number where customers can call and discuss their
issues. Customer service personnel should act quickly on customer queries. Problems must
be resolved immediately.
+ Get feedback on the products and services of customers. Feedback helps organizations
better know their customers and incorporate the changes needed to better satisfy their
customers.
+ Ask the customer to sign a maintenance contract (AMC) with your organization. AMC is
an agreement entered into between organizations and clients where the organization
promises to provide post-sale services to a second party for a specified period of time at
nominal cost.
+ Transition policies must be transparent and beneficial to the customer. The clients
coming for exchange should be treated the same as they first come to this place. Talk to
him properly and offer this client the best alternative.
- Some forms of discount for customers :
+ Discount in% - The most common form of discount is a reduction in% of products. It can
be as small as 5% or 10%, or larger to actually increase sales like 20% or 25%, even more
50% + usually for liquidation of old or inventories.
+ Discount by default - This form is based on a predefined value. This will make
customers feel they are wasting money without using it. In some studies, the percentage of
use of this form in comparison to the percentage discount could be as much as 175%.
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+ Free shipping - Shipping costs are often considered the number one reason why
customers leave your shopping cart. The free shipping application is a great way to
minimize this problem and increase conversion rates. It is usually used with a minimum
order value to help achieve the average order value.
+ Free Gifts - A free gift when shopping can be a great way to provide value to your
customers. If used strategically, it can help increase the average order value or help solve
an inventory problem.
2.2.2.4. Promotion Strategy
- Social media websites such as Facebook, LinkedIn, YouTube and Google+ will
help Sao Nam Viet promote productss in a more relaxed environment. This is direct
marketing at its best. Social networks connect with a world of potential customers that can
view Sao Nam Viet 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 Sao
Nam Viet 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. One of the key advantages of social media for
businesses is to help Sao Nam Viet 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. ao Nam Viet has to create A social
media mission statement. The social media mission statement will drive Sao Nam Viet
future actions, so make sure the company puts some thought into it. This statement will
make it clear exactly what Sao Nam Viet 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.
-Some of the strategies for Sao Nam Viet :
+ Social networking sites :Create a Facebook or Twitter account to take full advantage of
the power of social networking to promote brand and increase sales. These are considered
the best communication channels to sell because they are free, fast, convenient and easy to
implement o, do not forget to ask customer what social networking they are using and
connect with them online.
+Email marketing : Regularly update product and business information for the customers
through email marketing and newsletter. Create an email list of regular customers, send
weekly and monthly emails so they always remember Sao Nam Viet . Thereby, contribute
to the brand identity.
+ Communication channels :Promoting marketing and promoting your business on media
such as TV, radio, newspapers and magazines, etc. While displaying products in stores will
cost a lot. As a result, advertising through the above channels is considered a direct
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marketing method that can easily measure the customer's reaction and bring about
maximum efficiency.
+Promotions and incentives :One of the quick and effective ways to market products is to
organize promotions, discounts, gifts, free experiences, etc. This will be a chance to
introduce the product. to customers widely and increase the spread of brand.
+Set up strong partnerships: Enhance search and establish strong partnerships with
businesses that are relevant to thebusiness. At the same time, put forward projects and
plans for long-term and beneficial cooperation for both parties. This will help Sao Nam
Viet to attract attention, expand your network of partners and scope of activities.
+Event: Get ideas and plan events related to the product and hand out flyers in the event
area. Sao Nam Viet can also organize a seminar with the participation of the local chamber
of commerce or participate in a charity program and donate the products of the business to
the organizers as sponsors. This type of marketing will help to increase the brand identity
and build the image of the business.
+Enhance interaction with customers : Spend time chatting with customers through
surveys to gather feedback about the aspects of the product or service Sao Nam Viet is
offering. In particular, focus on the types of products / services that customers expect from
the business and based on their evaluation to improve the quality of products / services
better.
2.2.2.5. Distribution channel
Distribution channels will be divided into 2 main groups:
A. Direct Distribution Channels (Non-Intermediate Distribution Channels)
The direct distribution channel is the distribution channel in which the participating
component is only the manufacturer and the consumer. The goods will be distributed
directly to the consumer without any intermediary distribution.
Direct channel distribution model: P (producer) -> C (Consumer)
B. Group of indirect distribution channels (intermediary distribution channels)
It will be divided into:
+ Traditional distribution channels: The goods produced will be distributed from the
manufacturer through all intermediaries and then delivered to consumers, including
Level 1 distribution channel:
Model: P (Producer) -> R-> C. Manufacturers -> Retailers -> Consumers.
The goods produced will be distributed to consumers through retailers.
2-level distribution channel:
Model: P -> W -> R -> C. Manufacturer -> Wholesalers / Wholesalers -> Retailers ->
Consumers.
3-level distribution channel:
Model: P -> A & B (Agents and Brokers) -> W -> R -> C. Producer -> Egret ->
Wholesaler / Wholesaler -> Retailer -> Person consumption.
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Produced goods will be distributed through 3 intermediary chains including termites,
wholesalers / wholesalers, retailers and then to the consumers.
Modern distribution channels: Producers and intermediaries will integrate into a unified
body. The goods will be distributed directly from the unity to the consumer.
The advantage of modern distribution channels compared to traditional distribution
channels is the saving time and cost of transporting goods to consumers.
CHAPTER 3: RECOMMENDATIONS AND SOLUTIONS
3.1 Target market
Sao Nam Viet 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 products demand in these
countries.
At first stage, Sao Nam Viet will sell products directly to wholesales and
retailers there. To make sure that the customers have recognized and seen the
company’s productss. In the second stage, Sao Nam Viet 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 Sao Nam Viet 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, Sao Nam Viet has to build good brands to attract
their customer. Firstly, Sao Nam Viet should review productss 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, Sao Nam Viet 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 productss, 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, Sao Nam Viet 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. Sao Nam Viet can’t make the customers look for online
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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 Sao
Nam Viet 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.
CONCLUSION
Sao Nam Viet has carried out marketing – mix for the company.
About product strategy, Sao Nam Viet focuses on creating differentiators in
their productss. 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 productss more
attractive by contrasting its unique qualities with other competing productss.
Successful product differentiation creates a competitive advantage for Sao Nam
Viet, as customers view these products as being unique or superior. Product
differentiation also determines what sets Sao Nam Viet productss 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, Sao Nam Viet chooses pricing to gain market share.
Sao Nam Viet 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 Sao Nam Viet 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 productss.
About place strategy, Sao Nam Viet has plan to open stores, showrooms and
set up factories in some Asian countries that are target markets of Sao Nam Viet. As
the result, Sao Nam Viet 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.
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About promotion strategy, Sao Nam Viet 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 Sao Nam Viet a chance to communicate
with their current customers and potential consumers. It personalizes the "brand"
and helps Sao Nam Viet spread their message in a relaxed and conversational way.
In addition, the company uses social media to provide an identity to their customers
that Sao Nam Viet is offering. The company also creates relationships using social
media with their customers who might not otherwise know about the products that
Sao Nam Viet represents. By the way, social media makes Sao Nam Viet "real" to
their consumers. Moreover, Sao Nam Viet 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.
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33
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].
Dịch vụ viết thuê đề tài – KB Zalo/Tele 0917.193.864 – luanvantrust.com
CUSTOMER RESEARCH TABLE
QUESTIONNAIRE SURVEY
(Assessment of brand awareness of the Sao Nam Viet Company )
Dear Sir / Madam First of all, please send your sincere thanks to you for your help in
completing this survey, which is of great value to the author of the article. this time. Once
again thank you for your "I am currently doing thesis topic" Some solutions for brand
development for Sao Nam Viet Company "the data that you provide will be A great
resource for me to perfect my dissertation. Any information you provide will be kept
confidential
-And Respondents Name: ........................................................................ ..
Male: Male
-Year old:………………………………………………………………………………….
-The current address : ............................................................... ..
Part I: General information
1. Have you ever known or used through products of Sao Nam Viet Company ?
Ever used (Please answer all questions)
Not used yet but heard name (reply from sentence 4 to end)
2. Please indicate your occupation (may not write)
...........................................................................................
Income level <2 million
2 million to <3 million 3 million to <5 million 5 million to <7 million> 7 million
4. Channel of information to help you know about the Sao Nam Viet (can choose many
answers)
Advertising on TV Newspapers, Internet, social networks
The program is organized by Sao Nam Viet
On the package (envelopes, invoices ...)
Banners, posters, leaflets, signboards, advertising panels Through the use of products
Dịch vụ viết thuê đề tài – KB Zalo/Tele 0917.193.864 – luanvantrust.com
Part II: Assessment of brand awareness of the current Sao Nam Viet in the poetic
area through the Likert scale
Please indicate the level of consent for the following statements in a scale of 1 to 5 by
convention by checking the box.
1. Evaluation of the "price" of the product corresponds to the following levels: 1 =
Very dissatisfied, 2 = Not satisfied, 3 = No comments, 4 = Satisfied, 5 = Satisfied
1 = Strongly Disagree, 2 = Disagree, 3 = No Comment, 4 = Agree, 5 = Complete
totally agree
Numbers Criteria Point ladder
1 2 3 4 5
1 Price of high-quality
product
2 Price of mid-range
product
3 The price of the product
and the measure that the
customer receives
2. Evaluate the quality of customer service through the following criteria:
1 = very poor, 2 = poor, 3 = normal, 4 = good, 5 = very good
Numbers Criteria Point ladder
1 2 3 4 5
1 Reception attitude
requires post-sale
consultant,
sovle problems
2 Distribution system and
sales network
covered, convenient
when buying
3 The attitude of the sales
staff
4 The amount of information
needed about the product,
about
Companies are researched
Dịch vụ viết thuê đề tài – KB Zalo/Tele 0917.193.864 – luanvantrust.com
online
3. Valuation of brand prestige at the following levels: 1 = Strongly disagree, 2 =
Disagree, 3 = No opinion, 4 = Agree, 5 = Strongly agree
totally agree
Numbers Criteria Point ladder
1 2 3 4 5
1 Sao Nam Viet is a
prestigious brand name
in the market in Vietnam
2 Brand has strong
position in the heart of
consumers
3 Consumers appreciate
the quality of
Vietnamese products
compared to foreign
products
4 4 consumers voted high
quality Vietnamese
goods for many years
4. A general assessment of brand awareness and customer loyalty to the Viet Tiep
brand in terms of the following levels: 1 = Strongly disagree, 2 = Disagree, 3 = No
Comments, 4 = Agree, 5 = Absolutely agree
Numbers Criteria Point ladder
1 2 3 4 5
1 You will always give
top priority to Nam
Viet's products
whenever needed
2 You will always be
willing to introduce
products of Sao Nam
Viet for your relatives
and friends
Dịch vụ viết thuê đề tài – KB Zalo/Tele 0917.193.864 – luanvantrust.com
Dịch vụ viết thuê đề tài – KB Zalo/Tele 0917.193.864 – luanvantrust.com

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Planning Marketing For Water Gate Valves At Sao Nam Viet.docx

  • 1. Dịch vụ viết thuê đề tài – KB Zalo/Tele 0917.193.864 – luanvantrust.com Kham thảo miễn phí – Kết bạn Zalo/Tele mình 0917.193.864 TON DUC THANG UNIVERSITY FACULTY OF BUSINESS ADMINISTRATION DEPARTMENT OF BUSINESS ADMINISTRATION PROFESSIONAL INTERNSHIP REPORT Planning Marketing For Water Gate Valves At Sao Nam Viet IMPORT EXPORT AND TRADING CO., LTD. SUPERVISOR: MBA. TO DIEP PROFESSIONAL INSTRUCTOR: TRAN NGOC YEN PHUONG STUDENT’S NAME: DUONG BOI NGOC STUDENT ID: 71406301 CLASS ID: 14070610 HO CHI MINH CITY 4/2018
  • 2. Dịch vụ viết thuê đề tài – KB Zalo/Tele 0917.193.864 – luanvantrust.com Kham thảo miễn phí – Kết bạn Zalo/Tele mình 0917.193.864 FEEDBACK OF INTERNSHIP COMPANY Student’s name: Duong Boi Ngoc Student ID: 71406301 Class: 14070610 Academic Year: K18 --------------------------------------------------------------------------------------------- --------------------------------------------------------------------------------------------- --------------------------------------------------------------------------------------------- --------------------------------------------------------------------------------------------- --------------------------------------------------------------------------------------------- --------------------------------------------------------------------------------------------- --------------------------------------------------------------------------------------------- --------------------------------------------------------------------------------------------- --------------------------------------------------------------------------------------------- --------------------------------------------------------------------------------------------- --------------------------------------------------------------------------------------------- --------------------------------------------------------------------------------------------- --------------------------------------------------------------------------------------------- Ho Chi Minh City, Date……………… Supervisor (Full name ands signature) FEEDBACK OF SUPERVISOR
  • 3. Dịch vụ viết thuê đề tài – KB Zalo/Tele 0917.193.864 – luanvantrust.com Kham thảo miễn phí – Kết bạn Zalo/Tele mình 0917.193.864 Student’s name: Duong Boi Ngoc Student ID: 71406301 Class: 14070610 Academic Year: K18 --------------------------------------------------------------------------------------------- --------------------------------------------------------------------------------------------- --------------------------------------------------------------------------------------------- --------------------------------------------------------------------------------------------- --------------------------------------------------------------------------------------------- --------------------------------------------------------------------------------------------- --------------------------------------------------------------------------------------------- --------------------------------------------------------------------------------------------- --------------------------------------------------------------------------------------------- --------------------------------------------------------------------------------------------- --------------------------------------------------------------------------------------------- --------------------------------------------------------------------------------------------- --------------------------------------------------------------------------------------------- Ho Chi Minh City, Date………………………………… Counterargument Lecturer (Full name and signature)
  • 4. Dịch vụ viết thuê đề tài – KB Zalo/Tele 0917.193.864 – luanvantrust.com Kham thảo miễn phí – Kết bạn Zalo/Tele mình 0917.193.864 EVALUATION OF COUNTERARGUMENT SUPERVISOR Student’s name: Duong Boi Ngoc Student ID: 71406301 Class: 14070610 Academic Year: K18 --------------------------------------------------------------------------------------------- --------------------------------------------------------------------------------------------- --------------------------------------------------------------------------------------------- --------------------------------------------------------------------------------------------- --------------------------------------------------------------------------------------------- --------------------------------------------------------------------------------------------- --------------------------------------------------------------------------------------------- --------------------------------------------------------------------------------------------- --------------------------------------------------------------------------------------------- --------------------------------------------------------------------------------------------- --------------------------------------------------------------------------------------------- --------------------------------------------------------------------------------------------- --------------------------------------------------------------------------------------------- Ho Chi Minh City, Date………………………………… Management Executive Officer (Full name, Signed and Sealed)
  • 5. Dịch vụ viết thuê đề tài – KB Zalo/Tele 0917.193.864 – luanvantrust.com Kham thảo miễn phí – Kết bạn Zalo/Tele mình 0917.193.864 TABLES OF CONTENTS TABLES OF CONTENTS..........................................................................................5 INTRODUCTION.....................................................Error! Bookmark not defined. CHAPTER 1: OVERVIEW OF THE COMPANY FOR INTERNSHIP...................1 1.1 Overview of Sao Nam Viet Import Export And Trading Co., Ltd. (Sao Nam Viet).........................................................................................................................1 1.1.1 Operation and Development.......................................................................1 1.1.2 Business Activities Fields of Sao Nam Viet...............................................2 1.1.3 Organization Structure of Sao Nam Viet....................................................2 1.1.4 Personnel situation of Sao Nam Viet..........................................................4 1.1.5. Business Operation Performance of Sao Nam Viet for the period 2015- 2017 .....................................................................................................................7 CHAPTER 2: ANALYZING THE OPERATIONAL PROCESS OF THE COMPANY...............................................................................................................10 2.1 The Operational Process of Sao Nam Viet......................................................10 2.1.1. Analysis of Business activities ................................................................10 2.1.2. SWOT Analysis.......................................................................................11 2.1.3. Advantages of Sao Nam Viet ..................................................................12 2.1.4 Disadvantages of Sao Nam Viet...............................................................13 2.2 Marketing-Mix Plan for Water Gate Valves in Asian and European Markets. ...............................................................................................................................15 2.2.1 Developing Marketing Strategies and Plans.............................................15 2.2.2 Developing Marketing-Mix Plan for Water Gate Valves in Asian and European Markets..............................................................................................22 CHAPTER 3: RECOMMENDATIONS AND SOLUTIONS..................................30 3.1 Target market...................................................................................................30 3.2 Branding ..........................................................................................................30 3.3 Advertising ......................................................................................................30 CONCLUSION.........................................................................................................31 REFERENCES..........................................................................................................33 CUSTOMER RESEARCH TABLE
  • 6. Dịch vụ viết thuê đề tài – KB Zalo/Tele 0917.193.864 – luanvantrust.com Kham thảo miễn phí – Kết bạn Zalo/Tele mình 0917.193.864 TABLE OF FIGURES, TABLES AND PICTURES Figures Figure 1.1: Sao Nam Viet Valves Products ..................Error! Bookmark not defined. Figure 1.2: Organizational Structure...............................................................................3 Figure 1.3: Rate of Labour Age ......................................................................................6 Figure 1.4: Rate of Degree............................................Error! Bookmark not defined. Figure 1.5: Sales Revenue 2015-2017 ............................................................................8 Figure 1.6: Costs of Sao Nam Viet in 2015-2017...........................................................7 Figure 1.7: Operation Statistics.....................................................................................10 Figure 2.1: SWOT Analysis..........................................................................................11 Figure 2.2: Global Market forecast 2016-2024.............................................................15 Figure 2.3: % Breakdown of key end-use secotrs.........................................................16 Figure 2.4: Industrial vale market trend........................................................................17 Figure 2.5: Global Marketshare of productss in 2015-2017.........................................18 Figure 2.6 The competitors ...........................................................................................19 Figure 2.7: Growth of construction spending in 2014-2019Error! Bookmark not defined. Tables Table 1.1: Labour Age Statistics.........................................................................................6 Table 1.2: Degree of labour force .......................................................................................7 Table 1.3: Data of Sao Nam Viet Business Activities 2015-2017..........................................9 Table 2.1: Compare Sao Nam Viet Business Activities between 2016 and 2017..................11 Table 2.2: Global Marketshare of productss in 2015-2017..................................................18 Table 2.3: Industrial Valves Market, by Valve Type: .........................................................19 Table 2.4: Pricing of PPR gate valve.................................Error! Bookmark not defined. Table 2. 5: Pricing of steel valve.......................................Error! Bookmark not defined. Table 2.6: Pricing for Gate valve flange3 ..........................Error! Bookmark not defined. Table 2.7: Pricing for Brass products lock handle ..............Error! Bookmark not defined. Table 2.8: Pricing for Brass products – Miha brand ...........Error! Bookmark not defined. Pictures Picture 2.1: Three elements of the effective product strategy ..................................................22 Picture 2.2: Process of Product Strategy...................................................................................23
  • 7. Dịch vụ viết thuê đề tài – KB Zalo/Tele 0917.193.864 – luanvantrust.com 1 CHAPTER 1: OVERVIEW OF THE COMPANY FOR INTERNSHIP 1.1 Overview of Sao Nam Viet Import Export And Trading Co., Ltd. (Sao Nam Viet) 1.1.1 Operation and Development Company's name: Sao Nam Viet Import Export Co., Ltd Trading name: Nam Viet Star Company Tax code: 0311446688 Operation status: Being in operation (having been granted DKK Certificate) Registered place of management: Tan Binh District Tax Department Address: 69 Nam Ky Khoi Nghia Street, Ward 13, District 1, Ho Chi Minh City Phone: 06677028 Fax: 08 39492959 Legal representative: Dao Minh Quan Address of legal representative: 169 Truong Chinh - Ward 17 - District 1 - Ho Chi Minh City Manager: Pham Huy Cuong Date of issue: April 30, 2000 Date of commencement of operation: April 30, 2000 Receipt date: April 30, 2000 Financial year: 2010 Category: 3-004-197-575 Business: G4610 Dealers, brokers, auctions G4649 Wholesale other household goods G4669 Other specialized wholesale where not elsewhere classified
  • 8. Dịch vụ viết thuê đề tài – KB Zalo/Tele 0917.193.864 – luanvantrust.com 2 1.1.2 Business Activities Fields of Sao Nam Viet - Agricultural production, processing, import and export of plumbing, mechanical machinery; Trading in mechanical products: machinery, equipment, spare parts; Transportation, handicrafts, consumer goods ... - Research on technology transfer and training of technical workers in electricity, water and machine building - Providing investment consultancy services to develop the production of tools and equipment in the house - Doing financial business, participating in the stock market - Producing and trading in other fields: freight forwarding, port warehousing, transportation and transport agents; real estate, civil and industrial construction; hotel, office for rent. - To enter into joint ventures with economic organizations at home and abroad, to receive and implement development investment support projects for business development of the Corporation. Core values: - Towards quality: Always aim for quality in every product and service - Professional Professional: Professional staff with the ability to perform proficient the supply, bring satisfaction to customers and users. - Successful cooperation: Promote respect, cooperation with colleagues for common development. Always respect and keep in touch with partners on the basis of mutual benefit. - Sustainable development: Prioritize and appreciate all efforts, contribution for the sake of sustainable development. To formulate and concentrate on investment in the development of raw material areas for vegetables and fruits and agricultural products; to invest in production capacity and capacity to supervise the quality of goods of processing plants, to enhance financial capacity, to renovate technologies and to renovate management modes; increase the scale of sales, market share of trade and services; increase the return on capital; Ensure employment and income for employees in the unit. 1.1.3 Organization Structure of Sao Nam Viet This is chart of Sao Nam Viet organizational structure
  • 9. Dịch vụ viết thuê đề tài – KB Zalo/Tele 0917.193.864 – luanvantrust.com 3 Figure 1.1: Organizational Structure Director is the top power of Sao Nam Viet 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 Sao Nam Viet. 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 Sao Nam Viet. Roles of Sales Department Sales department is one of the most important department in Sao Nam Viet. 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 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 Director Sales Department Technical Department Marketing Department Accounting Department
  • 10. Dịch vụ viết thuê đề tài – KB Zalo/Tele 0917.193.864 – luanvantrust.com 4 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 Sao Nam Viet 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 Sao Nam Viet 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, Sao Nam Viet 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 Sao Nam Viet. 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  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. 1.1.4 Personnel situation of Sao Nam Viet Total labour forces of Sao Nam Viet 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 Sao Nam Viet.
  • 11. Dịch vụ viết thuê đề tài – KB Zalo/Tele 0917.193.864 – luanvantrust.com 5 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.
  • 12. Dịch vụ viết thuê đề tài – KB Zalo/Tele 0917.193.864 – luanvantrust.com 6 Figure 1.2: Rate of Labour Age 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 23-35 36-60
  • 13. Dịch vụ viết thuê đề tài – KB Zalo/Tele 0917.193.864 – luanvantrust.com 7 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 1.1.5. Business Operation Performance of Sao Nam Viet for the period 2015- 2017 Costs have been also increased during three years as described in Figure 1.6. Figure 1.3: Costs of Sao Nam Viet in 2015-2017
  • 14. Dịch vụ viết thuê đề tài – KB Zalo/Tele 0917.193.864 – luanvantrust.com 8 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. Sao Nam Viet borrowed more money from some banks to enlarge its business. Besides, income tax also went up as well because of revenue going up. 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 1.4: Sales Revenue 2015-2017 2- Cost of sold goods 3 - Interest expenses 4 - Corporate income tax - 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 3 - Interest expenses 4 - Corporate income tax
  • 15. Dịch vụ viết thuê đề tài – KB Zalo/Tele 0917.193.864 – luanvantrust.com 9 Through three years of business activities, Sao Nam Viet achieved the profit which in more and more increasing during three years, as in table 1.3 Table 1.3: Data of Sao Nam Viet 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 - 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 Axis Title Sales revenue 1- Sales and service delivery revenue
  • 16. Dịch vụ viết thuê đề tài – KB Zalo/Tele 0917.193.864 – luanvantrust.com 10 CHAPTER 2: ANALYZING THE OPERATIONAL PROCESS OF THE COMPANY 2.1 The Operational Process of Sao Nam Viet 2.1.1. Analysis of Business activities Figure 1.5: Operation Statistics Firstly, sales and service delivery revenue increased by five billion VND more than one in 2017, accounting for 13.41 percent. It shows that Sao Nam Viet’s business is very good because its profit is always higher and higher during three recent years. 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 Sao Nam Viet’s increasing loans. In 2017, Sao Nam Viet 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 Sao Nam Viet business activities are good because positive elements such sales and service delivery revenue and Profit after tax increase during recent years. It presents for Sao Nam Viet’s stable development. 0 10,000,000,000 20,000,000,000 30,000,000,000 40,000,000,000 50,000,000,000 2016 2017 Chart Title 1- Sales revenue 2- Cost of sold goods 3 - Interest expenses 4 - Corporate income tax 5- Profit after tax
  • 17. Dịch vụ viết thuê đề tài – KB Zalo/Tele 0917.193.864 – luanvantrust.com 11 Table 2.1: Compare Sao Nam Viet 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 2.1.2. SWOT Analysis To identify Strength – Weakness – Opportunity – Threat of Sao Nam Viet, SWOT analysis has been deployed. Figure 2.1: SWOT Analysis SWOT analysis is used essentially for Sao Nam Viet’s business and marketing purposes. As the result, the company can set up a good marketing strategy.
  • 18. Dịch vụ viết thuê đề tài – KB Zalo/Tele 0917.193.864 – luanvantrust.com 12 2.1.3. Advantages of Sao Nam Viet Internal advantages Sao Nam Viet has variety of products that create product differentiation for the company. To survive in the global competitive market, Sao Nam Viet keeps creating new products that enable them to remain relevant. Sao Nam Viet 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 productss in the international market. Sao Nam Viet 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, Sao Nam Viet 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 Sao Nam Viet 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, Sao Nam Viet 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 Sao Nam Viet. In addition, Sao Nam Viet has good facilities, timely respond to their production. With good manufacturing facilities, Sao Nam Viet 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.
  • 19. Dịch vụ viết thuê đề tài – KB Zalo/Tele 0917.193.864 – luanvantrust.com 13 External advantages There is a good chance for products 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 products 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. Sao Nam Viet takes advantage from exporting their productss 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 Sao Nam Viet reduce its pressure in manufacturing. It means that Sao Nam Viet 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 Sao Nam Viet Internal disadvantages Sao Nam Viet 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 Sao Nam Viet Marketing team have no caring, helpful and entertaining enough. Part of the problem is that Sao Nam Viet does not have enough resources, relevant information and time to do a good Marketing strategy at trying to target so many potential customers. Besides, Sao Nam Viet lack of money to enlarge their business. Inadequate amount of capital creates a lot of financial problems to Sao Nam Viet to do business.
  • 20. Dịch vụ viết thuê đề tài – KB Zalo/Tele 0917.193.864 – luanvantrust.com 14 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 Sao Nam Viet. In addition, Sao Nam Viet 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 Sao Nam Viet has to bear. This is the root of reduction of profit in 2017. External disadvantages Firstly, Sao Nam Viet face tough competition in export market. Moreover, it is very difficult for Sao Nam Viet to find foreign buyers last few years. The supply is profuse and oversupply, other markets have tightened control over the import quality, thus, Sao Nam Viet faces tough competition from regional peers in providing an attractive environment with their productss. Especially, Sao Nam Viet productss 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 Sao Nam Viet productss, 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. The most important disadvantage that Sao Nam Viet 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 Sao Nam Viet 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, Sao Nam Viet brand names can not compete well in foreign market.
  • 21. Dịch vụ viết thuê đề tài – KB Zalo/Tele 0917.193.864 – luanvantrust.com 15 2.2 Marketing-Mix Plan in Asian and European Markets. 2.2.1 Developing Marketing Strategies and Plans 2.2.1.1 Collecting Information and Forecasting Demand Collecting Information Sao Nam Viet will collect information by desk research With desk research, at first Sao Nam Viet 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 Sao Nam Viet target customers. The main advantage here in performing internal desk research is that it involves internal and existing Sao Nam Viet 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, Sao Nam Viet 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 productss’ prices, potential customers, and goverment policies, as well as export market’s policies about Sao Nam Viet Products. The global market fro industrial vales is forcast to reach USD112 billion by 2024 in Asian and European markets
  • 22. Dịch vụ viết thuê đề tài – KB Zalo/Tele 0917.193.864 – luanvantrust.com 16 Forecasting Demand After collecting information, Sao Nam Viet can forecast demand based on the statistics collected from external desk research and external desk research. Firstly, Sao Nam Viet 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 Sao Nam Viet have enough productss 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 2.2: % Breakdown of key end-use secotrs
  • 23. Dịch vụ viết thuê đề tài – KB Zalo/Tele 0917.193.864 – luanvantrust.com 17 2.2.1.2 Conducting Marketing Research Marketing Research is conducted based on two main markets including Asian markets and European markets.
  • 24. Dịch vụ viết thuê đề tài – KB Zalo/Tele 0917.193.864 – luanvantrust.com 18 Table 2.2: Global Marketshare of productss 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) The overall market grows from USD 67.45 Billion in 2016 to USD 83.79 Billionin 2018. There is steadily growth in revenue of productss in the world during 2015- 2017. Figure 2.3: Global Marketshare of productss in 2015-2017 0 5 10 15 20 25 30 35 40 Asian Markets Eroupean Markets Other Markets African Market 16.734 16.734 10.0404 3.9046 30.3525 20.235 12.141 4.7215 37.7055 25.137 15.0822 5.8653 2015 2016 2017
  • 25. Dịch vụ viết thuê đề tài – KB Zalo/Tele 0917.193.864 – luanvantrust.com 19 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% 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.
  • 26. Dịch vụ viết thuê đề tài – KB Zalo/Tele 0917.193.864 – luanvantrust.com 20 Figure 2.4 The competitors (Source: strategyr.com) The most competitors are in The Unites States and European markets. Moreover, the quality is required best for these market. As the result, Sao Nam Viet will face troubles when entering these countries. 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. Marketing objectives following:  Increase sales  Build brand awareness  Grow market share  Launch new products  Target new customers
  • 27. Dịch vụ viết thuê đề tài – KB Zalo/Tele 0917.193.864 – luanvantrust.com 21 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. 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 productss to Asian markets. Penetration pricing is the initial pricing strategy for a product or service that is lower than the market price. Sao Nam Viet will use this strategy to profit in the short term to reach the expectation of its products will be more widely accepted market. It is a market of customers who have never bought a product or who are loyal to a competitor's product, and who also use it for long-life products. Market penetration strategies will often attract buyers by offering cheaper goods and services than marketplaces. While many new companies use this approach to attract customers' attention, market penetration tends to lead to a loss of start-up capital. Gradually, the reputation of the business in the market can bring profit and make the brand stand out among the industry. Often, after entering the market at a certain level, companies often begin to raise prices to better reflect their position in the market and bring in interest rates. 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, Sao Nam Viet must have the ambition to go international market to reach their target customers. The most important factor to reach target customer is marketing online.
  • 28. Dịch vụ viết thuê đề tài – KB Zalo/Tele 0917.193.864 – luanvantrust.com 22 Sao Nam Viet can get a partner in a foreign country who is just as invested in all facets of Sao Nam Viet business as the company is. Of course, Sao Nam Viet has to vet the potential partners thoroughly and make sure that the company is doing business with someone who will actually help Sao Nam Viet – not slow the company down. As the result, Sao Nam Viet can get a good partner, the company is able to get a grip on the new market much more easily.. 2.2.2 Developing Marketing-Mix Plan in Asian and European Markets 2.2.2.1. Product Strategy Analyzing the Elements of the effective product strategy 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 Picture 2.1: Three elements of the effective product strategy (Source: www.romanpichler.com) Firstly, the target customers and users of Sao Nam Viet 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, Sao Nam Viet has to think if Productss can export to other countries. The company has to compare their products to other products that people ask for. It allows Sao Nam Viet to reach new markets easily.
  • 29. Dịch vụ viết thuê đề tài – KB Zalo/Tele 0917.193.864 – luanvantrust.com 23 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 Sao Nam Viet 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, Sao Nam Viet needs to follow the process below: Picture 2.2: Process of Product Strategy
  • 30. Dịch vụ viết thuê đề tài – KB Zalo/Tele 0917.193.864 – luanvantrust.com 24 The first is generating that the company analysis SWOT to find out strengths, weaknesses, opportunities, threats. As the result, Sao Nam Viet understand current market trends to generate ideas. Moreover, Sao Nam Viet 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, Sao Nam Viet will set specific criteria for ideas of productss to make sure that the products for new markets are suitable or not. The third is testing the concept. Sao Nam Viet deploys quantitative or qualitative responses to evaluate consumer responses to the product idea before introducing productss 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 products positioning to evaluate if there's demand from the market. The fifth is marketability tests. Sao Nam Viet 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 productss exporting satisfy the target customer or not. As the result, modification can be made when necessary. The sixth is technicalities and product development. Sao Nam Viet 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. Sao Nam Viet launches categories of productss into the market alongside advertisements and other promotions. The eighth is post launch review and perfect pricing. Sao Nam Viet will review the market performance to evaluate the success on the entire products 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. Sale Strategy Sale strategy plays a fundamental role in the marketing mix of a product. To determine which distribution method is used, Sao Nam Viet must understand the needs of their consumers and determine which avenue provides the best ability to put productss in front of the potential customers. Place also refers to distribution or
  • 31. Dịch vụ viết thuê đề tài – KB Zalo/Tele 0917.193.864 – luanvantrust.com 25 the methods and location Sao Nam Viet uses for their productss to be easily accessible to their target customers.To distribute the product to their customers at the right place at the right time, Sao Nam Viet 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. so Sao Nam Viet will two methods of business: wholesale and retail. Retail -Retailing is the method of selling goods and services in small quantities, small and stable prices. This method usually applies directly to consumers of such goods or services. Retailing is more diversified than wholesale. Detail: -Direct debit: is the form of the seller's immediate cash collection. Pledged sale is the sale of goods to the customer and pay multiple times. In this form Nam Viet will receive an additional interest due to deferred payment. -Self-service retail: Plan to buy goods and take them to the payment desk. Major supermarkets that adopt this form are quite popular. -Auto sales: Sao Nam Viet Commercial uses vending machines to sell their products and services. -To send agents for sale, consignment: Sao Nam Viet is ready to bring their goods to dealers to sell or send agents to sell their products directly Wholesale Wholesaling is a form of selling goods and services in large quantities or in lots with high discount prices or original prices. Wholesale is usually applied, or directed to the intermediary trade as agents, general agents, distributors ... In the form of wholesale there are two specific methods: wholesale goods through warehouse and wholesale goods direct shipping -Merchandise through the warehouse: Sao Nam Viet sale of goods, services must be exported directly from the warehouse. With the wholesale through the warehouse, Sao Nam Viet can deliver directly to customers at the warehouse or to the warehouse of the buyer or the place under the contract. - Direct freight trading: Sao Nam Viet Trading after buying goods, receiving goods, not brought into the warehouse but sold directly to the buyer. With this form, Nam Viet Star also has two forms of direct delivery or delivery. . * Export Two main modes of application are direct export and consignment export. -Direct export: Sao Nam Viet directly works with importers, directly sign contracts, deliver goods and receive money.
  • 32. Dịch vụ viết thuê đề tài – KB Zalo/Tele 0917.193.864 – luanvantrust.com 26 -Mandate export: Sao Nam Viet Sao does not directly export goods or collect goods but is approved by a reputable import / export company to export to them. 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 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. - When and where to use discount : + Use week-to-month discounts to increase orders and sales : This is the traditional way to increase sales. It is usually used at the end of the month or at the end of a quarter to achieve the sales target. + Use discounted promotions before launching : If Sao Nam Viet is about to launch or have a new product, they can use it to drive traffic and generate interest from customers. +Use promotional discounts seasonally or on festivals - Black Friday, Christmas or New Year's are great events, however during the year there are countless other occasions Sao Nam Viet can use to increase sales. +Use Discount Coupons for Email Subscription ; Building an email list is extremely important for all online retailers. By offering a customer email invitation that not only helps increase conversions, but you also get emails, this will give Sao Nam Viet the opportunity to promote new products or programs. Other promotions to them in the future. +Use Promotional Discounts When Like, Follow or Share on Social Networks -. Give Sao Nam Viet’s website visitors and their customers an attractive promotion when they share information on social networks. This is a very effective way to create cheap word of mouth marketing. +Use referral promotion - : People who usually Sao Nam Viet’s product most when introduced by friends or family. Please turn this into their advantage and encourage them to introduce. Sao Nam Viet can choose to offer the promotion to a sharer, to the shared one, or both. +Offer discounts on first-time purchases +Use discounted promotions based on wages / order value - Promotion based on total basket value is an effective way to encourage more customers to pay, increasing average
  • 33. Dịch vụ viết thuê đề tài – KB Zalo/Tele 0917.193.864 – luanvantrust.com 27 order value. The strategic way to combine this for Sao Nam Viet is to calculate your average order value in the last few months, thereby offering a fake discount or free shipping on all orders over 10-20. % compared to the previous average. +Use discounted promotional offers exclusively for social networks - Social-dedicated promotions are a powerful way to build relationships with everyone who follows Sao Nam Viet and gives them a sense of what they are. do for new people to do it. This gives Sao Nam Viet the opportunity to promote to them in the future +Use loyalty discount promotions - A dedicated loyalty reward can help build a stronger relationship and offer discounts to people who've already paid for it. friend. It can be as simple as sending the best customers a personal email with special offers, using automated email tools like Klaviyo, Mailchimp or GetResponse. +Use Remarketing Promotion - This type of promotion is very effective because it is only seen by people who have visited Sao Nam Viet so they already know about the company Remarketing ads serve as a reminder to customers to return and motivate for purchase. Try using Propel Ads or AdRoll to do remarketing. - After-sale service : + A professional sales staff will keep in touch with customers even after reaching an agreement. Never miss their call. + Call them at least once during a contract period. + Give them the support they need. Help them install, maintain or operate a particular product. Sales professionals selling laptops must ensure that software is configured in the system and that customers can use the network without difficulty. + Any product found to be damaged or in a damaged condition must be replaced immediately by professional sales. Do not disturb the customer. Listen to their complaints and make them feel comfortable. + Create a separate area of your website where customers can register their claims. Each organization should have a toll-free number where customers can call and discuss their issues. Customer service personnel should act quickly on customer queries. Problems must be resolved immediately. + Get feedback on the products and services of customers. Feedback helps organizations better know their customers and incorporate the changes needed to better satisfy their customers. + Ask the customer to sign a maintenance contract (AMC) with your organization. AMC is an agreement entered into between organizations and clients where the organization promises to provide post-sale services to a second party for a specified period of time at nominal cost. + Transition policies must be transparent and beneficial to the customer. The clients coming for exchange should be treated the same as they first come to this place. Talk to him properly and offer this client the best alternative. - Some forms of discount for customers : + Discount in% - The most common form of discount is a reduction in% of products. It can be as small as 5% or 10%, or larger to actually increase sales like 20% or 25%, even more 50% + usually for liquidation of old or inventories. + Discount by default - This form is based on a predefined value. This will make customers feel they are wasting money without using it. In some studies, the percentage of use of this form in comparison to the percentage discount could be as much as 175%.
  • 34. Dịch vụ viết thuê đề tài – KB Zalo/Tele 0917.193.864 – luanvantrust.com 28 + Free shipping - Shipping costs are often considered the number one reason why customers leave your shopping cart. The free shipping application is a great way to minimize this problem and increase conversion rates. It is usually used with a minimum order value to help achieve the average order value. + Free Gifts - A free gift when shopping can be a great way to provide value to your customers. If used strategically, it can help increase the average order value or help solve an inventory problem. 2.2.2.4. Promotion Strategy - Social media websites such as Facebook, LinkedIn, YouTube and Google+ will help Sao Nam Viet promote productss in a more relaxed environment. This is direct marketing at its best. Social networks connect with a world of potential customers that can view Sao Nam Viet 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 Sao Nam Viet 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. One of the key advantages of social media for businesses is to help Sao Nam Viet 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. ao Nam Viet has to create A social media mission statement. The social media mission statement will drive Sao Nam Viet future actions, so make sure the company puts some thought into it. This statement will make it clear exactly what Sao Nam Viet 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. -Some of the strategies for Sao Nam Viet : + Social networking sites :Create a Facebook or Twitter account to take full advantage of the power of social networking to promote brand and increase sales. These are considered the best communication channels to sell because they are free, fast, convenient and easy to implement o, do not forget to ask customer what social networking they are using and connect with them online. +Email marketing : Regularly update product and business information for the customers through email marketing and newsletter. Create an email list of regular customers, send weekly and monthly emails so they always remember Sao Nam Viet . Thereby, contribute to the brand identity. + Communication channels :Promoting marketing and promoting your business on media such as TV, radio, newspapers and magazines, etc. While displaying products in stores will cost a lot. As a result, advertising through the above channels is considered a direct
  • 35. Dịch vụ viết thuê đề tài – KB Zalo/Tele 0917.193.864 – luanvantrust.com 29 marketing method that can easily measure the customer's reaction and bring about maximum efficiency. +Promotions and incentives :One of the quick and effective ways to market products is to organize promotions, discounts, gifts, free experiences, etc. This will be a chance to introduce the product. to customers widely and increase the spread of brand. +Set up strong partnerships: Enhance search and establish strong partnerships with businesses that are relevant to thebusiness. At the same time, put forward projects and plans for long-term and beneficial cooperation for both parties. This will help Sao Nam Viet to attract attention, expand your network of partners and scope of activities. +Event: Get ideas and plan events related to the product and hand out flyers in the event area. Sao Nam Viet can also organize a seminar with the participation of the local chamber of commerce or participate in a charity program and donate the products of the business to the organizers as sponsors. This type of marketing will help to increase the brand identity and build the image of the business. +Enhance interaction with customers : Spend time chatting with customers through surveys to gather feedback about the aspects of the product or service Sao Nam Viet is offering. In particular, focus on the types of products / services that customers expect from the business and based on their evaluation to improve the quality of products / services better. 2.2.2.5. Distribution channel Distribution channels will be divided into 2 main groups: A. Direct Distribution Channels (Non-Intermediate Distribution Channels) The direct distribution channel is the distribution channel in which the participating component is only the manufacturer and the consumer. The goods will be distributed directly to the consumer without any intermediary distribution. Direct channel distribution model: P (producer) -> C (Consumer) B. Group of indirect distribution channels (intermediary distribution channels) It will be divided into: + Traditional distribution channels: The goods produced will be distributed from the manufacturer through all intermediaries and then delivered to consumers, including Level 1 distribution channel: Model: P (Producer) -> R-> C. Manufacturers -> Retailers -> Consumers. The goods produced will be distributed to consumers through retailers. 2-level distribution channel: Model: P -> W -> R -> C. Manufacturer -> Wholesalers / Wholesalers -> Retailers -> Consumers. 3-level distribution channel: Model: P -> A & B (Agents and Brokers) -> W -> R -> C. Producer -> Egret -> Wholesaler / Wholesaler -> Retailer -> Person consumption.
  • 36. Dịch vụ viết thuê đề tài – KB Zalo/Tele 0917.193.864 – luanvantrust.com 30 Produced goods will be distributed through 3 intermediary chains including termites, wholesalers / wholesalers, retailers and then to the consumers. Modern distribution channels: Producers and intermediaries will integrate into a unified body. The goods will be distributed directly from the unity to the consumer. The advantage of modern distribution channels compared to traditional distribution channels is the saving time and cost of transporting goods to consumers. CHAPTER 3: RECOMMENDATIONS AND SOLUTIONS 3.1 Target market Sao Nam Viet 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 products demand in these countries. At first stage, Sao Nam Viet will sell products directly to wholesales and retailers there. To make sure that the customers have recognized and seen the company’s productss. In the second stage, Sao Nam Viet 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 Sao Nam Viet 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, Sao Nam Viet has to build good brands to attract their customer. Firstly, Sao Nam Viet should review productss 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, Sao Nam Viet 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 productss, 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, Sao Nam Viet 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. Sao Nam Viet can’t make the customers look for online
  • 37. Dịch vụ viết thuê đề tài – KB Zalo/Tele 0917.193.864 – luanvantrust.com 31 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 Sao Nam Viet 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. CONCLUSION Sao Nam Viet has carried out marketing – mix for the company. About product strategy, Sao Nam Viet focuses on creating differentiators in their productss. 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 productss more attractive by contrasting its unique qualities with other competing productss. Successful product differentiation creates a competitive advantage for Sao Nam Viet, as customers view these products as being unique or superior. Product differentiation also determines what sets Sao Nam Viet productss 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, Sao Nam Viet chooses pricing to gain market share. Sao Nam Viet 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 Sao Nam Viet 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 productss. About place strategy, Sao Nam Viet has plan to open stores, showrooms and set up factories in some Asian countries that are target markets of Sao Nam Viet. As the result, Sao Nam Viet 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.
  • 38. Dịch vụ viết thuê đề tài – KB Zalo/Tele 0917.193.864 – luanvantrust.com 32 About promotion strategy, Sao Nam Viet 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 Sao Nam Viet a chance to communicate with their current customers and potential consumers. It personalizes the "brand" and helps Sao Nam Viet spread their message in a relaxed and conversational way. In addition, the company uses social media to provide an identity to their customers that Sao Nam Viet is offering. The company also creates relationships using social media with their customers who might not otherwise know about the products that Sao Nam Viet represents. By the way, social media makes Sao Nam Viet "real" to their consumers. Moreover, Sao Nam Viet 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.
  • 39. Dịch vụ viết thuê đề tài – KB Zalo/Tele 0917.193.864 – luanvantrust.com 33 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].
  • 40. Dịch vụ viết thuê đề tài – KB Zalo/Tele 0917.193.864 – luanvantrust.com CUSTOMER RESEARCH TABLE QUESTIONNAIRE SURVEY (Assessment of brand awareness of the Sao Nam Viet Company ) Dear Sir / Madam First of all, please send your sincere thanks to you for your help in completing this survey, which is of great value to the author of the article. this time. Once again thank you for your "I am currently doing thesis topic" Some solutions for brand development for Sao Nam Viet Company "the data that you provide will be A great resource for me to perfect my dissertation. Any information you provide will be kept confidential -And Respondents Name: ........................................................................ .. Male: Male -Year old:…………………………………………………………………………………. -The current address : ............................................................... .. Part I: General information 1. Have you ever known or used through products of Sao Nam Viet Company ? Ever used (Please answer all questions) Not used yet but heard name (reply from sentence 4 to end) 2. Please indicate your occupation (may not write) ........................................................................................... Income level <2 million 2 million to <3 million 3 million to <5 million 5 million to <7 million> 7 million 4. Channel of information to help you know about the Sao Nam Viet (can choose many answers) Advertising on TV Newspapers, Internet, social networks The program is organized by Sao Nam Viet On the package (envelopes, invoices ...) Banners, posters, leaflets, signboards, advertising panels Through the use of products
  • 41. Dịch vụ viết thuê đề tài – KB Zalo/Tele 0917.193.864 – luanvantrust.com Part II: Assessment of brand awareness of the current Sao Nam Viet in the poetic area through the Likert scale Please indicate the level of consent for the following statements in a scale of 1 to 5 by convention by checking the box. 1. Evaluation of the "price" of the product corresponds to the following levels: 1 = Very dissatisfied, 2 = Not satisfied, 3 = No comments, 4 = Satisfied, 5 = Satisfied 1 = Strongly Disagree, 2 = Disagree, 3 = No Comment, 4 = Agree, 5 = Complete totally agree Numbers Criteria Point ladder 1 2 3 4 5 1 Price of high-quality product 2 Price of mid-range product 3 The price of the product and the measure that the customer receives 2. Evaluate the quality of customer service through the following criteria: 1 = very poor, 2 = poor, 3 = normal, 4 = good, 5 = very good Numbers Criteria Point ladder 1 2 3 4 5 1 Reception attitude requires post-sale consultant, sovle problems 2 Distribution system and sales network covered, convenient when buying 3 The attitude of the sales staff 4 The amount of information needed about the product, about Companies are researched
  • 42. Dịch vụ viết thuê đề tài – KB Zalo/Tele 0917.193.864 – luanvantrust.com online 3. Valuation of brand prestige at the following levels: 1 = Strongly disagree, 2 = Disagree, 3 = No opinion, 4 = Agree, 5 = Strongly agree totally agree Numbers Criteria Point ladder 1 2 3 4 5 1 Sao Nam Viet is a prestigious brand name in the market in Vietnam 2 Brand has strong position in the heart of consumers 3 Consumers appreciate the quality of Vietnamese products compared to foreign products 4 4 consumers voted high quality Vietnamese goods for many years 4. A general assessment of brand awareness and customer loyalty to the Viet Tiep brand in terms of the following levels: 1 = Strongly disagree, 2 = Disagree, 3 = No Comments, 4 = Agree, 5 = Absolutely agree Numbers Criteria Point ladder 1 2 3 4 5 1 You will always give top priority to Nam Viet's products whenever needed 2 You will always be willing to introduce products of Sao Nam Viet for your relatives and friends
  • 43. Dịch vụ viết thuê đề tài – KB Zalo/Tele 0917.193.864 – luanvantrust.com
  • 44. Dịch vụ viết thuê đề tài – KB Zalo/Tele 0917.193.864 – luanvantrust.com