vietnam national university, HANOI school of business Nguyen Thu Phuong MARKETING PLAN FOR CERTIFICATE AUTHORITY SERVICE OF VIETTEL TELECOM master of business administration thesis Hanoi - 2011 1 TIEU LUAN MOI download : skknchat@gmail.com vietnam national university, HANOI school of business Nguyen Thu Phuong MARKETING PLAN FOR CERTIFICATE AUTHORITY SERVICE OF VIETTEL TELECOM Major: Business Administration Code: 603405 Master of business administration thesis Supervisors: Ph.D Tran Doan Kim Hanoi – 2011 TIEU LUAN MOI download : skknchat@gmail.com CONTENTS ACKNOWLEDGEMENTS. Error! Bookmark not defined. Error! Bookmark not defined. Error! Bookmark not defined.
i LIST OF TABLES. iv LIST OF FIGURES. 4 AN OVERVIEW OF MARKETING PLAN. Definition of marketing plan.
Purpose of the Marketing Plan. The marketing planning process. Market Growth Rate. Key Success Factors.
Bases for Segmentation in Consumer Markets. Bases for Segmentation in Industrial Markets. Types of Pricing strategies. 21 i TIEU LUAN MOI download : skknchat@gmail.
30 CURRENT MARKETING ACTIVITIES FOR VIETTEL CERTIFICATE AUTHORITY (VIETTEL-CA) SERVICE. AN OVERVIEW OF VIETTEL GROUP. The growth chart. THE INTRODUCTION OF CERTIFICATE AUTHORITY SERVICE (VIETTEL-CA).
The description and features of service. Digital signature applications. Global CA market. Forecast about public digital signature market in Vietnam.
The product‘s strategy. Valuation Asset Approach. 62 ii TIEU LUAN MOI download : skknchat@gmail. Direct distribution network.
Indirect distribution network. Public relations & publicity. Marketing communications budget. Evaluation of Marketing activities‘ efficiency.
69 MARKETING PLAN OF VIETTEL TELECOM COMPANY FOR VIETTEL CERTIFICATE AUTHORITY SERVICE (VIETTEL – CA). The objectives of Marketing. Public relations & publicity. Schedule of marketing plan action.
82 LIST OF REFERENCES. 83 APPENDIX 1: LIST OF INTERVIEWEES. 89 iii TIEU LUAN MOI download : skknchat@gmail.com LIST OF TABLES Item Table Description Page 2.1 Number of potential CAs in Vietnam in 2011 45 2.2 Number of potential CAs in the market in period from 2011 to 2015 46 2.3 Number of expected CAs in the market in period from 2011 to 2015 47 3.1 Schedule of Marketing plan action of Viettel in 2012 74 3.2 Budget of Marketing plan in 2012 78 3.3 Expense Forecast of Certificate Authority service 79 3.4 Viettel‘s number forecasts of CA service from 2011 to 2015 80 3.5 Viettel‘s Sales forecast of CA service from 2011 to 2015 80 3.6 Viettel‘s Income statement of CA service from 2011 to 2015 81 LIST OF FIGURES Item Figure Description Page 2.1 Revenue of Viettel Company in period from 2000 to 2010 32 2.2 Profit of Viettel Company in period from 2000 to 2010 33 2.3 Human resource of Viettel Company in period from 2000 to 2010 33 2.4 Organization structure of Viettel Telecom 34 2.5 Forecast about global CA market during 2006 – 2012 38 2.6 Number of CAs granted in South Korea during 2000-2008 39 2.7 Order receivement of enterprises during 2006 - 2008 40 2.8 Percentage of enterprises having websites during 2004 – 2008 41 2.9 Market share of Certificate Authority service 48 iv TIEU LUAN MOI download : skknchat@gmail. The problem Along with the development of the Internet, the e-transaction is becoming increasingly popular and is the inevitable trend not only for trade but also for the transaction of public administration.
In Vietnam, government is implementing projects to expand e-transaction applications in the administrative services of state agencies, especially the administrative services of the Ministry of Finance - typical is the project of the Department of Taxation. With this situation, the government is creating an e-transaction market in general and service market of digital signature in particular. According to Decision 1605/QĐ-TTg by the Prime Minister on ―Approval of national program in applying information technology to state-owned organizations during 2011-1015‖, the government‘s target until 2015 is that: - 100% of state agencies from the districts, departments or equivalent or higher, or e-portal site provides full electronic information under Article 28 of the Law on Information Technology, Supply for all public services online level 2 and most basic public services online at least level 3 to the people and businesses. - 50% individual and enterprise tax forms will be declared online - 90% of customs offices do electronic customers procedures.
- All bidding plan, bidding notices of bidding results, the list of participating bidders is posted on the national tender; about 20% of package goods procurement, construction and consultant services using state funds to be made online. - 100% of passports issued to citizens of Vietnam serving the immigration as electronic passports. - 30% of the records request for a building permit is submitted online. 1 TIEU LUAN MOI download : skknchat@gmail.com It can be seen, in Vietnam, the legal framework and social needs of the e-transaction grows, enabling the service authentication of e-transactions under development, which is typical services of digital signature (an effective tool for authentication, ensuring the safety and integrity of electronic transaction services).
However, people's awareness of these services is limited. Furthermore, the market has five service providers supply the Certificate Authority is: VNPT, BKAV, Viettel, FPT, Nacencom. Viettel is the third supplier after VNPT and BKAV. Therefore, no advantage Viettel pioneers and fierce competition between providers.
So, to solve these problems, Viettel need to boost the marketing activities to increase understanding of customer service as well as attracting and promoting customer using Viettel – CA service. While working at the Center for Business customers, Viettel Telecom, I have been studying the Viettel Certificate Authority (Viettel – CA) and found these problems in the process of service development. Thus, I decided to chose the topic “Marketing Plan for Viettel Certificate Authority (Viettel – CA) service in Viettel Telecom company” for my thesis. Objective The thesis attempt to analysis market of Certificate Authority service and current marketing activities of Viettel for Viettel – CA service, and then built the marketing plan for this service.
Scope The thesis concentrates on the Certificate Authority service in Vietnam market. In which, it will specifically build marketing plan to Viettel Certificate Authority (Viettel – CA) of Viettel Telecom company (a company belong to Viettel Corporation), one of the biggest telecommunication companies in Vietnam. Methods / Approaches The thesis focuses on typical methods of economic research such as information gathering, facts and figures comparing and critical analyzing. The author adopts 2 TIEU LUAN MOI download : skknchat@gmail.com both primary and secondary research methods and uses domestic and foreign material sources to find out basic theories about marketing plan, meanwhile collecting data through marketing activities, analysis reports of Viettel Telecom and through survey by email questionnaire and telephone follow up to 100 enterprises at Hanoi.
The enterprise selected for the survey has the following criteria: it is small and medium enterprises in many industries to understand their different needs about CA service, so that classify customers to different segmentation and then have suitable marketing strategy. Then, the author uses the systematical, statistical, analytical methods to analyze all collected data. Short Introduction Apart from the introduction, conclusion and appendices, the thesis consists of three chapters: - Chapter I: An overview of marketing plan - Chapter II: Current marketing activities for Viettel Certificate Authority (Viettel – CA) service - Chapter III: Marketing plan of Viettel Telecom company for Viettel Certificate Authority (Viettel – CA) service. 3 TIEU LUAN MOI download : skknchat@gmail.com CHAPTER I AN OVERVIEW OF MARKETING PLAN I.
Definition of marketing plan 1. Definition Following the information from Michael Baker [8], Marketing plan is defined: ―A marketing plan is a written document that details the necessary actions to achieve one or more marketing objectives. It can be for a product or service, a brand, or a product line. Marketing plans cover between one and five years.
A marketing plan may be part of an overall business plan. Solid marketing strategy is the foundation of a well-written marketing plan. While a marketing plan contains a list of actions, a marketing plan without a sound strategic foundation is of little use.‖ In other information source by David Parmerlee [11]: ―A marketing plan contains information about your company and its products, marketing objectives and strategies, as well as how you will measure the success of your marketing activities‖. It describes all the marketing activities you'll perform during a specified time period (usually one year).
You'll also include any background information and research results you used to select those marketing activities. Finally, you'll document the costs associated with your planned marketing activities as well as the measurements you'll use to determine success. Most often, a marketing plan is a component of a business plan. A business plan basically states how you plan to run your company–what your goals are, how much money it will take to achieve your goals and what activities you'll perform to achieve your goals.
Marketing, obviously, is one of those activities. Marketing plans sometimes stand alone but should always support and be closely linked to a company's business objectives.‖ 4 TIEU LUAN MOI download : skknchat@gmail. Purpose of the Marketing Plan A marketing plan helps you establish, direct and coordinate your marketing efforts. Preparing a marketing plan forces you to assess what's going on in your marketplace and how it affects your business.
It also provides a benchmark for later measurement. Often, simply embarking on the process of preparing a marketing plan guides you in developing a successful marketing strategy. The marketing planning process In most organizations, "strategic planning" is an annual process, typically covering just the year ahead. Occasionally, a few organizations may look at a practical plan which stretches three or more years ahead.
To be most effective, the plan has to be formalized, usually in written form, as a formal "marketing plan." The essence of the process is that it moves from the general to the specific; from the overall objectives of the organization down to the individual action plan for a part of one marketing program. It is also an interactive process, so that the draft output of each stage is checked to see what impact it has on the earlier stages - and is amended. The marketing process model based on the publications of Philip Kotler [13]. It consists of 5 steps, beginning with the market & environment research.
After fixing the targets and setting the strategies, they will be realized by the marketing mix in step 4. The last step in the process is the marketing controlling. Beside this process of Philip Kotler, there are many other Marketing Plan Model of different marketing specialists. So, base on my research I conclude a Marketing Plan Model below.
5 TIEU LUAN MOI download : skknchat@gmail. EXECUTIVE SUMMARY While the business plan‘s executive summary is the first thing the readers of your business plan see, it should be the last part of the business plan you write. The purpose of the executive summary of the business plan is to provide your readers with an overview of the business plan. Think of it as an introduction to your business.
Therefore, the marketing plan‘s executive summary will include summaries of: A description of company, including products and/or services Mission statement Business‘s management The market and customer Marketing and sales Competition Business‘s operations Financial projections and plans The executive summary will end with a summary statement, a ―last kick at the can‖ sentence or two designed to persuade the readers of your business plan that your business is a winner. Market analysis ―The goal of a market analysis is to determine the attractiveness of a market and to understand its evolving opportunities and threats as they relate to the strengths and weaknesses of the firm. Aaker outlined the following dimensions of a market analysis [3]: Market size (current and future) 6 TIEU LUAN MOI download : skknchat@gmail.com Market growth rate Market profitability Market trends Key success factors 2.