NATIONAL ECONOMICS UNIVERSITY FACULTY OF FOREIGN LANGUAGES ENGLISH FOR BUSINESS DEPARTMENT VU THI THUY DUNG SOME SOLUTIONS RELATED TO MARKETING MIX TO PROMOTE THE CONSUMPTION OF PRODUCT AT NGAY MOI COMMERCE & COMMUNICATION CO.LTD Hanoi, May 2020 NATIONAL ECONOMICS UNIVERSITY FACULTY OF FOREIGN LANGUAGES ENGLISH FOR BUSINESS DEPARTMENT VU THI THUY DUNG SOME SOLUTIONS RELATED TO MARKETING MIX TO PROMOTE THE CONSUMPTION OF PRODUCT AT NGAY MOI COMMERCE & COMMUNICATION CO.LTD Supervisor: MBA Le Thi Ngoc Diep Hanoi, May 2020 Vũ Thi Thuy Dung- 11161005- Business English 58A ACKNOWLEDGEMENT In the process of doing the graduation paper, I have received a lot of help, assistance, guidance and encouragement from my teachers, family and friends. First and foremost, I would like to express my deepest gratitude to my supervisor Mrs. Le Thi Ngoc Diep, the lecturer of Business English, National Economics University, for her whole-hearted guidance and support. Without her invaluable recommendations and advice, I could not finish this thesis.
My sincere thanks are also sent to all the teachers of the Faculty of English Language at National Economics University, for their precious and useful lessons during my four year study which have been then the foundation of this research paper. Last but not least, I would like to give my heartfelt thanks to my family, my friends who always encourage and inspire me to complete this graduation paper. Ha Noi, May 2020 Vu Thi Thuy Dung Vũ Thi Thuy Dung- 11161005- Business English 58A EXECUTIVE SUMMARY In the trend of global integration, Vietnam's economy has been making great strides thanks to the timely application of scientific and technological achievements to production and business. Many positive changes have been brought, including the creation of a healthy competitive environment in the Vietnamese market.
That is the motivation for businesses to constantly find solutions and innovate strategies to be able to stand firm in the market. Ngay Moi Commerce & Communication Co.Ltd, by the great effort to apply Marketing mix into practice, has created a solid position for itself in business and contributed further steps to the Vietnamese economy. Therefore, we would like to choose Ngay Moi Company in order to apply the knowledge learned in the lecture hall and learn more practical experience. The study has revealed many practical and valuable experiences for entrepreneurs.
The flexible and appropriate Marketing mix policy applied by Ngay Moi company is the key to its success. Besides, there are still many difficulties that the company has not yet solved. That is included as the diversification of products has not been timely, lacks flexibility and synchronization in distribution strategy and promotion activities, shortcomings in the service system and processes, notably, the dissatisfaction of members with the company's remuneration policy. On that basis, we have outlined the corresponding solutions.
The company should continue to uphold the potentials built up previously and take advantage of its current circumstances to continue its momentum. In the process of learning and researching, it is difficult to avoid shortcomings, I look forward to receiving suggestions from teachers and friends. Vũ Thi Thuy Dung- 11161005- Business English 58A LIST OF TABLES Table 1: Business results of the company from 2016-2019 9 Table 2: Summary table of the implementation of the Company's business plan for computers and informatics equipment at Company Ngay Moi Commerce & Communication Co.Ltd within 12 months of 2019 12 LIST OF FIGURES Figure 1: Gender of the participants 36 Figure 2: Age of the respondents 37 Figure 3: Occupations of the respondents 38 Figure 4: Results of evaluating Product strategy from the loyal customers’ and employees’ point of view 39 Figure 5: Results of evaluating Price activities of Ngay Moi company from respondents 40 Figure 6: Data collected of evaluating mixed promotion activities of Ngay Moi company from respondents 41 Figure 7: Results of assessing Place strategy from the loyal customers’ and employees’ point of view 43 Figure 8: Results of evaluating People strategy of Ngay Moi company from respondents 44 Figure 9: Data collected of evaluating Physical evidence activities of Ngay Moi company from respondents 45 Figure 10: Results of evaluating Process strategy from the loyal customers’ and employees’ point of view 46 Diagram 1: The organizational structure of Ngay moi 5 Vũ Thi Thuy Dung- 11161005- Business English 58A TABLE OF CONTENTS ACKNOWLEDGEMENT i EXECUTIVE SUMMARY ii LIST OF TABLES iii LIST OF FIGURES iii TABLE OF CONTENTS iv INTRODUCTION 1 1. Purpose and scope of work 2 4.
Sources and methods of data collection 2 5. Structure of report 3 CHAPTER 1: INTRODUCTION OF THE COMPANY 4 1. History of formation and development 4 1. The organizational structure and functions of each department 5 1.
Business operation characteristics of the company 7 1. Products of the company 7 1. The company's business fields 7 1. Production and business results 7 CHAPTER 2: THEORETICAL FRAMEWORK 14 2.
Function of Marketing 15 2.2 Marketing mix in service business 16 2.2 Marketing coordination model - 7Ps 17 CHAPTER 3: ANALYSIS AND FINDINGS 27 3. Marketing-mix activities of the company 27 3.4 Place - Distribution channel 32 3. Process- Customer service 34 3.7 Physical evidence 35 +> Vũ Thi Thuy Dung- 11161005- Business English 58A 3.2 Analyses and Findings 36 3. Results of evaluating marketing mix activities of Ngay Moi company3& CHAPTER 4: RECOMMENDATION 48 4.
Solutions for Product strategy at Ngay Moi Company 48 4. Suggested solutions for Pricing activities 48 4. Solutions for mixed promotion strategy at Ngay Moi Company 49 4. Place - Distribution channel 50 4.5 Suggested solutions for People strategy 50 4.6 Suggested solutions for People strategy 51 4.7 Suggested approaches for Process strategy 51 CONCLUSION 53 REFERENCES 54 APPENDIX Vũ Thi Thuy Dung- 11161005- Business English 58A INTRODUCTION 1.
Research introduction Entering the 21st century - the century of information technology forward the globalization tendency, all scientific and technological achievements are applied in the production of goods and services. These are potential goods and offers great business opportunities for enterprises, especially computer businesses. As we all know, needs and satisfaction of human needs are the motivators of all activities of individuals and organizations in the society. As the economy grows, human qualifications and incomes increase, it leads to the change of a whole system of needs, especially with the change of characteristics of buying behavior of customer.
Customers are increasingly stricter in their choice of services, while domestic and foreign businesses are growing rapidly in the Vietnamese market, which makes customers stand in plenty of choice, of course those items that meet their individual needs and expectations will be selected for possession. For that reason, winning businesses are those who fully satisfy and really satisfy their target customers more than their competitors. Therefore, the appropriate marketing policy is one of the most appropriate solutions for the company to consolidate, stand firm and promote a competitive position in the market. Information technology services in Vietnam are always evaluated as a market with quite a lot of potential.
Ngay Moi Commerce & Communication Co.Ltd has also asserted his position in the market, however, it is impossible not to mention the immediate difficulties that the company is facing. This research “Some solutions related to marketing mix to promote the consumption ofproduct at Ngay Moi Commerce & Communication Co.” is carried out to find out how to improve business efficiency and expand the technology market for the company. Rationales In order to build up a successful business, it is crucially important to understand the nature and benefits that Marketing mix activities bring to the business. During the time of internship at Ngay moi, I find out that marketing mix activities play a crucial role contributing to the company’s success and it Vũ Thi Thuy Dung- 11161005- Business English 58A needs to be thoroughly researched.
The overall purpose of this research is to apply practicality Marketing mix to the actual situation of the company. The research will analyse marketing mix activities at the Company over the years, from which assess successes and shortcomings that the company has experienced, then give some solutions in the future can be achieved for Ngay Moi Commerce & Communication Co. Purpose and scope of work Research purpose of this report is to apply the theory into practice in order to improve marketing mix efficiency at Ngay Moi Commerce & Communication Co. The research will systematize some basic theoretical issues about marketing mix and apply practicality Marketing mix activities to the actual situation of Ngay Moi Commerce & Communication Co.Ltd, specifically we use the 7Ps marketing mix model to evaluate the company's mixed marketing activities in 2016-2018.
These assessments will help to point out its successes as well as the difficulties and drawbacks in the company. Thereby, some solutions for improving the efficiency of marketing mix activities of Ngay Moi Commerce & Communication Co.Ltd in the near future will be recommended. Sources and methods of data collection To create reliable research statistics and data, we interviewed 20 random employees and 20 potential customers of the company. By using the survey questionnaire, the information that they provide is absolutely confidential and their answers are completely voluntary and honest to facilitate the research.
This information will solve the real situation finding from the objective views and attitudes of customers. In designing the question, we use two types of questions: assessment scale questions and multiple choice questions. Besides, the data collected from referring to perspectives and documentary provided by the company concerning marketing mix activities at Ngay Moi Commerce & Communication Co. Research questions Question 1: What is the actual situation of Marketing Mix activities at Ngay Moi Commerce & Communication Co.Ltd? Question 2: What solutions can be taken to enhance the activities of Marketing Mix at Ngay Moi Commerce & Communication Co.Ltd? Vũ Thi Thuy Dung- 11161005- Business English 58A 6.
Structure of report The report consists of Introduction, 4 chapters and Conclusion: s “Introduction” deals with the rationales, purpose and scope of study, sources and methods of data collection and lastly research questions. s 4 main chapters include: Chapter 1: Introduction of the company Chapter 2: Theoretical Framework gives theoretical background of marketing in general and 7Ps marketing mix model in particular. Chapter 3: Findings presents the results from the survey questionnaire and interviews. Some discussion about these results is also given in this chapter.
Chapter 4 — Recommendation gives some proposals for the company to enhance the practice of marketing mix activities. Besides, the references and the appendix are attached so as to make the research more rational and coherent to follow. Vũ Thi Thuy Dung- 11161005- Business English 58A CHAPTER 1: INTRODUCTION OF THE COMPANY This chapter gives background information of the company which is investigated so that readers can understand the system of the organization and how it works. History of formation and development Ngay Moi Commerce & Communication Co.Ltd, formerly known as VPIT Trade and Services Company, was established in 2014.
After a period of operation, the company has grown quickly and developed strongly. In 2018, the company was officially transformed into Ngay Moi Commerce & Communication Co.Ltd, located at 501, Song Thao II building, No. 140/2, Doi Can street, Doi Can ward, Ba Dinh district, Hanoi. Legal representative: Nguyen Thị Huong.
Business license: 0106621342 Ngay Moi Commerce & Communication Co.Ltd is known as a provider of information technology equipment and professional management services (Managed Service Provider). With the motto of the company operation is to best satisfy customers' needs and ensure the quality of products provided, the company always provides customers with genuine technology equipment to help customers maximize the great applicability of information technology and enterprise telecommunications solutions with reasonable and effective prices. And special attention to enhance the value of work with integrated technology solutions of high quality. These are the most advanced and guaranteed technology solutions, installed and maintained with the highest quality of service.
The company's customers are state agencies, schools, production and business enterprises, and individual customers. Through Ngay Moi Commerce & Communication Co.