ĐẠI HỌC QUỐC GIA HÀ NỘI KHOA QUẢN TRỊ VÀ KINH DOANH --------------------- NGÔ VIỆT HÀ TOWARDS THE FORMULATION OF A NEW MARKETING MIX STRATEGY OF HABECO IN THE NEW ECONOMIC ERA XÂY DỰNG CHIẾN LƯỢC MARKETING MIX TẠI HABECO TRONG THỜI KỲ MỚI LUẬN VĂN THẠC SĨ QUẢN TRỊ KINH DOANH Hà Nội - 2017 TIEU LUAN MOI download : skknchat@gmail.com ĐẠI HỌC QUỐC GIA HÀ NỘI KHOA QUẢN TRỊ VÀ KINH DOANH --------------------- NGÔ VIỆT HÀ TOWARDS THE FORMULATION OF A NEW MARKETING MIX STRATEGY OF HABECO IN THE NEW ECONOMIC ERA XÂY DỰNG CHIẾN LƯỢC MARKETING MIX TẠI HABECO TRONG THỜI KỲ MỚI Chuyên ngành: Quản trị kinh doanh Mã số: 60 34 01 02 LUẬN VĂN THẠC SĨ QUẢN TRỊ KINH DOANH NGƯỜI HƯỚNG DẪN KHOA HỌC: TS. HOÀNG ANH TUẤN Hà Nội - 2017 TIEU LUAN MOI download : skknchat@gmail.com DECLARATION The author confirms that the research outcome in the thesis is the result of author‟s independent work during study and research period and it is not yet published in other‟s research and article. The other‟s research result and documentation (extraction, table, figure, formula, and other document) used in the thesis are cited properly and the permission (if required) is given. The author is responsible in front of the Thesis Assessment Committee, Hanoi School of Business, and the laws for above-mentioned declaration.
Ha Noi, 07 August 2017 Ngo Viet Ha i TIEU LUAN MOI download : skknchat@gmail.com ACKNOWLEDGMENT Writing a master thesis is a gratifying but difficult and sometimes nerve wrecking endeavor that few engaged in because it requires a lot of sacrifices and hard work from the researcher. However, at the end of one‟s task, one experiences a wonderful feeling of joy, happiness, relief and fulfillment. The researcher would like to extend her sincerest gratitude and thanks to the following people who were very instrumental in the fulfillment of this research study. HOANG DINH PHI, Ph., President of Hanoi School of Business and Management, for his untiring effort and belief that this program is possible thus enabling us to pursue the MBA degree; DR.
HOANG ANH TUAN, Ph., thesis adviser, for his guidance and endless support for the improvement of this study To ALL THE HSB PROFESSORS, for their support and guidance extended throughout the graduate studies in Hanoi School of business and management, Vietnam; HSB STAFF, for providing me the necessary research materials provided to us; MANAGERS and EMPLOYEES of Hanoi Beer Alcohol Beverage joint stock corporation, my Respondents, for their patience and cooperation in answering the questionnaire and for other data given; MY FAMILY and FRIENDS, for the love and support in one way or the other; and TO ALL who have contributed to make this study a success. Ngo Viet Ha ii TIEU LUAN MOI download : skknchat@gmail.com TABLE OF CONTENTS DECLARATION. ii List of figures. v List of Tables.
Aims of research. Objects of research. Scope of research. THEORETICAL BACKGROUND ON MARKETING MIX STRATEGY.
Definition of terms. Strategic Marketing Planning Process. Marketing Situation Analysis. Marketing Strategy Design.
Marketing Mix Program Development. Implementing and Managing Marketing Strategy. 23 CHAPTER 2: APPLICATION OF THEORY: A CASE OF HABECO COMPANY26 2. Introduction of HABECO.
26 iii TIEU LUAN MOI download : skknchat@gmail. Statement of the Problems. Respondents of the study. Sample and Sampling Techniques.
Data gathering procedures. 34 CHAPTER 3: RESULTS AND DISCUSSIONS. Profile of the Respondents in Terms of Selected Variables. Respondents‟ Perception on the Marketing Mix Strategies of HABECO Company in Hanoi City.
Significant Difference on the Respondents‟ Perception on the Marketing Mix of HABECO Company in Hanoi City. 51 CONCLUSION, LIMITATION AND IMPLICATION .era TIEU LUAN MOI download : skknchat@gmail.era List of figures Figure 1.1 Strategic marketing processes .2 Selecting a marketing strategy .3 Price determination process .1 Illustrates this conceptual framework .era TIEU LUAN MOI download : skknchat@gmail.era List of Tables Table 1: Frequency Distribution, Percentage and Rank of the Respondents‟ Profile in Terms of Age. 35 Table 2: Frequency Distribution, Percentage and Rank of the Respondents‟ Profile in Terms of Gender. 35 Table 3: Frequency Distribution, Percentage and Rank of the Respondents‟ Profile in Terms of Civil Status.
36 Table 4: Frequency Distribution, Percentage and Rank of the Respondents‟ Profile in Terms of Educational Attainment. 36 Table 5: Frequency Distribution, Percentage and Rank of the Respondents‟ Profile in Terms of types of Respondents. 37 Table 6: Frequency Distribution, Percentage and Rank of the Respondents‟ Profile in Terms of Monthly Income. 37 Table 7: Respondents‟ Perception on the Marketing Mix Strategies of HABECO Company in Hanoi City In Terms Of Product.
38 Table 8: Respondents‟ Perception on the Marketing Mix Strategies of HABECO Company in Hanoi City In Terms Of Price. 39 Table 9: Respondents‟ Perception on the Marketing Mix Stategies of HABECO Company in Hanoi City In Terms Of Place. 41 Table 10: Respondents‟ Perception on the Marketing Mix Strategies of HABECO Company in Hanoi City In Terms Of Promotion. 42 Table 11: Composite table of General Weighted Mean of Respondents‟ Perception on the Marketing Mix Strategies of HABECO Company in Hanoi City.
43 Table 12: Computed F_value on One-Way ANOVA of the significant Difference between the Respondents‟ age and their perception on the Marketing Mix Strategies of HABECO Company in Hanoi City. 44 Table 13: Computed F_value on One-Way ANOVA of the significant Difference between the Respondents‟ Gender and their perception on the Marketing Mix Straegies of HABECO Company in Hanoi City .era TIEU LUAN MOI download : skknchat@gmail.era Table 14: Computed F_value on One-Way ANOVA of the significant Difference between the Respondents‟ Civil Status and their perception on the Marketing Mix Strategies of HABECO Company in Hanoi City. 47 Table 15: Computed F_value on One-Way ANOVA of the significant Difference between the Respondents‟ Educational Attainment and their perception on the Marketing Mix Strategies of HABECO Company in Hanoi City. 48 Table 16: Computed F_value on One-Way ANOVA of the significant Difference on the Respondents‟ Perception on the Marketing Mix Strategies of HABECO Company in Hanoi City when grouped according to Customers, Retailers and Wholesalers .era TIEU LUAN MOI download : skknchat@gmail.
Rationale Vietnam‟s domestic beer industry is preparing itself for fierce competition from foreign beer companies after the signing of the Trans Pacific Partnership (TPP), a U. led free trade agreement. Under the TPP, Vietnam will reduce its imported beer tax from 35 percent to zero percent. Vietnam represents a clear market opportunity for foreign beer brands.
Unlike some of the other countries in the region, Vietnam has a strong culture of beer drinking. According to the Vietnam Beer, Alcohol, and Beverage Association, Vietnam is one of the region‟s largest consumers of beer, ranking behind only China and Japan. In 2015, consumption levels reached 3.5 percent increase year on year. The beer market has seen an average growth of 10 percent per year.
With the conclusion of the Trans Pacific Partnership in sight, competition in Vietnam‟s beer market is only expected to intensify. To succeed in this environment, companies must consider the market trends that will likely shape the industry over the next few years. This will help them understand the challenges they will encounter and transform these challenges into opportunities for process improvement, enhanced flexibility and, ultimately, greater profit-ability. As everyone known developing effective marketing strategies for a company is the key to success in its target market.
Marketing helps companies to maximize product sales through deployment of product policy, pricing, distribution and promotion, to maximize the satisfaction of consumer, to maximize choice of consumers. Marketing activities have become essential for both sellers and buyers in all spheres of social life. When lack of understanding of the market will not have the policy basis to access to market, to maximize sales to maximize profits, will not even satisfy customers to the risk of losing customers and finally defeat in the competition. This study will find out solutions to help HABECO become one of powerful corporations, holding the leading role in the beer manufacturing industry 1 (LUAN.era TIEU LUAN MOI download : skknchat@gmail.era of Vietnam, to continue to have transition to meet integration requirements, to contribute to the economy of the country.
Literature review Nowadays, most of companies are increasingly embracing targeting marketing. Target marketing helps sellers or suppliers identify marketing opportunities better. The sellers can develop the right offer for each target market. They can adjust their prices, distribution channels, and advertising to reach the target market effectively.
Therefore, designing the marketing strategy is very important for success. The marketing strategy is always a determinant constituent of effective competitive strategy. Cravens (2004) defined that marketing strategy is the analysis, strategy development, and implementation activities in selecting market target strategies for the product-markets in each business unit, setting market objectives, and developing, implementing, and managing the marketing program positioning strategies designed to meet the needs of the customers in each market target. Because of marketing‟s boundary orientation between the organization and its customers, channels members, and competition, it is central to the business strategy planning process (Day, 1984).
Strategic marketing provides the expertise for environmental monitoring, for deciding what customer groups to serve, for setting product specifications and for selecting which competitors to position against. Link between Marketing Strategy and Corporate Strategy: Corporate strategic planning involves the activities such as developing a clear sense of the company‟s mission, identifying the company‟s strategic business units, allocating resources to the various strategic business units, and expanding present business and developing new ones to fill the strategic-planning gap. The corporate strategy is concerned with what types of business the company as a whole should be in and is therefore concerned with the scope. Marketing strategy, on the other hand is part of functional strategy which emerges in each strategic business unit as part of corporate strategy.era TIEU LUAN MOI download : skknchat@gmail.era According to Guiltinan and Paul (1996), corporate strategy is type of plan which outlines how a firm should use its resources to produce and market a specific array of products and services in order to achieve overall corporate objectives.
In essence, the corporate strategy provided a general statement. It defined the products in which the organization would be involved but left open the details of how each product or product line would be marketed. While the corporate strategy presents a plan developed by top management to guide the total organization, a marketing strategy is usually developed by a middle manager to guide a firm‟s activities for a product or a line of related products. More specially, a marketing strategy is a plan which indicates how a manager deploys marketing resources on an individual product or product line in order to achieve a specified product objective (such as market-share growth or maximizing cash flow).
Aims of research Hanoi Beer Alcohol Beverage Joint stock Corporation (HABECO) was established from Hanoi Beer Alcohol Beverage Corporation by equitization in 2007. With unique technological know-how and hundreds years of tradition, with modern systems and equipment, with skilled qualified dedicated staff team, the Corporation's products have received the admiration of the million consumers in the domestic and international. Today Hanoi Beer brands are resulted from several generations, as consumer confidence, the pride of Vietnamese brand. Currently, together with rising living standard, demand for beer quickly increases and high quality brands are much preferred.
More and more foreign breweries entered the Vietnam market as well as breweries in the country made to diversify products. Currently almost all provinces have brewery named localities, each plant there many beers with different names and directions to the different customers. At present, all players are facing the fierce competition between local and foreign brands. Most of the producers try to exploit their distinctive competencies to gain competitive advantages and select the appropriate competitive 3 (LUAN.era TIEU LUAN MOI download : skknchat@gmail.