Thesis for the Degree of Master How to improve effectiveness of marketing strategy in X Newspaper Printing Joint Stock Company September 2018 Department of Business Administration Graduate School of Y University by Nguyen Van A 2 Thesis for the Degree of Master How to improve effectiveness of marketing strategy in X Newspaper Printing Joint Stock Company A thesis supervisor: AA Thesis submitted in partial fulfillment of the requirements for the Degree of Master September 2018 Department of Business Administration Graduate School of Y University By Nguyen Van A 3 To approve the submitted thesis for the Degree of Master by name Thesis Committee Chair (signature) Member (signature) Member (signature) September 2018 Graduate School of Y University 4 To approve the submitted thesis for the Degree of Master by name Thesis Committee Chair (signature) Member (signature) Member (signature) Member (signature) Member (signature) September 2018 Graduate School of Y University ACKNOWLEDEMENT Through two years of participation in Master of Business Administration Class cooperated by Y University. I was delighted to see the enthusiastic lecturers who taught me knowledge and whom I wanted to thank most sincerely. I would like to thank Prof. AA and Prof.
BB, who instructed me to complete this thesis. I would like to thank Professors of Y University who was not afraid of difficulties to go to Vietnam to teach me valuable knowledge about business administration, through them I learnt more about a new culture - K culture. I was also very happy to have opportunity to study with the other members of the training program, who left me with lots of good and deep memories in mind. Thank you for supporting me to complete this thesis.
Finally, I would like to thank the leaders of X Newspaper Print Joint Stock Company, the Directors of Printing Companies in Northern region, Leaders of Vietnam Printing Association who helped me in the research process. Especially, I would like to thank the colleagues working in X Newspaper Print Joint Stock Company who helped me gather documents for the study. TABLE OF CONTENTS ABSTRACT.viii CHAPTER 1 INTRODUCTION.1 Background and Motivation.3 Research Subject and Scope.5 Scientific and practical meanings of the topic.7 Structure of the thesis.- 4 - CHAPTER 2 LITERATURE REVIEW.1 Definition and importance of Marketing strategy.1 Definition of Marketing.2 Definition of marketing strategy.3 Importance of marketing strategy.2 Targets in Marketing strategy of the enterprise.1 Target on profitability.2 Target on generating position and power in business.3 Ensuring safety in business.4 Ensuring work and income for the labours.5 Protecting ecological environment.3 Factors of business environment that affect Marketing strategy.1 Macroscopic business environment.3 Internal business environment.4 Contents of marketing strategy.4 Accesscibility in trading.5 Market encouraging strategy. Employee Customer Orientation.5 Brand of the company.- 34 - CHAPTER 3 RESEARCH METHODOLOGY.
Research Hypotheses and Model. - 42 - CHAPTER 4 DATA ANALYSIS AND FINDINGS.1 The status of marketing strategy in X Newspaper Printing Joint Stock ii Company.2 The diagram of organizational structure of the Company.3 Business results of the Company over the last 5 years.4 The status of the marketing strategy in X Newspaper Printing JSC - 47 - 4. Research Results and Discussions.1 The Descriptive analysis of customer by gender.2 Descriptive analysis of customers by age.Descriptive analysis of customers by qualifications.4 Descriptive analysis of customers by income.5 Descriptive analysis of customers by workplace.6 Descriptive analysis of customers by transaction number.7 The descriptive statistical analysis of customers by forms of information access.8 Overall descriptive statistical analysis of assessment of the company business strategy.9 Descriptive statistical analysis of the product quality criteria.10 The descriptive analysis of the Company’s price criteria.11 Descriptive statistical analysis of the brand name criteria.12 Descriptive statistical analysis of customer orientations of the Company’s employees.13 Descriptive statistical analysis of convenience criteria.3 The scale analysis.1 Assessing the scale reliability through the Cronbach’s Alpha coefficient. Exploratory factor analysis.4 The regression analysis.- 78 - CHAPTER 5 CONCLUSIONS AND SOLUTIÓNS.1 Completing the product strategy.
Improve the price strategy. Improve the company's brand name.4 Improve the customer orientation of employees.4 Future Research Directions.5 Summary of the chapter.- 91 - iv LIST OF TABLES [Table 3-1] Questionnaire Instruments.- 40 - [Table 4-1] The business results of the Company for the last 5 years.- 46 - [Table 4-2] The customer classification by gender.- 50 - [Table 4-3] The customer classification by age.- 51 - [Table 4-4] Customer classification by qualifications.- 53 - [Table 4-5] Customer classification by income.- 54 - [Table 4-6] The customer classification by workplace.- 55 - [Table 4-7] The customer classification by transaction number.- 56 - [Table 4-8] The customer classification by forms of information access.- 57 - [Table 4-9] The overall descriptive statistics of the company’s business strategy.- 58 - [Table 4-10] The descriptive statistics of the product quality criteria.- 59 - [Table 4-11] The descriptive statistics of the Company’s price criteria.- 60 - [Table 4-12] The descriptive statistics of the brand name criteria.- 61 - [Table 4-13] Descriptive statistics of the employee’s customer orientation- .62 - [Table 4-14] The descriptive analysis of convenience criteria.- 63 - [Table 4-15] The Cronbach's alpha coefficient of the company marketing strategy scale.- 64 - [Table 4-16] Cronbach’s Alpha of the marketing strategies.- 64 - v [Table 4-17] The Cronbach’s Alpha of the product quality scale.- 65 - [Table 4-18] The Cronbach’s Alpha coefficient of the product quality.- 65 - [Table 4-19] The Cronbach’s Alpha coefficient of the product price scale - 66 -[Table 4-20] Cronbach’s Alpha of the product price.- 66 - [Table 4-21] Cronbach’s Alpha of the company brand name scale.- 67 - [Table 4-22] Cronbach’s Alpha of the company’s brand name scale.- 67 - [Table 4-23] Cronbach’s Alpha of the customer orientation scale.- 68 - [Table 4-24] Cronbach’s Alpha of the customer orientation scale.- 69 - [Table 4-25] Cronbach’s Alpha of accessibility scale.- 70 - Table 4-26 Cronbach’s Alpha of the Accessibility scale.- 70 - [Table 4-27] KMO and Bartlett’s test.- 72 - [Table 4-28] Total Variance Explained.- 73 - [Bảng 4-39] Rotated Component Matrixa.- 81 - vi LIST OF FIGURES [Figure 2-1] Factors of business environment that affect Marketing strategy- .12 - [Figure 2-1] Model of 5 competitive forces by M.- 38 - [Figure 4-1] The model of organization of X Newspaper Printing Joint Stock Company.- 45 - [Figure 4-2] The chart of customer classification by gender.- 51 - [Figure 4-3] The chart of customer classification by age.- 52 - [Figure 4-4] The chart of customer classification by qualifications.- 53 - [Figure 4-5] The chart of customer classification by income.- 54 - [Figure 4-6] Charts classify customers according to the customer's workplace.- 55 - [Figure 4-7] The chart of customer classification by the transaction number .- 56 - [Figure 4-8] The chart of customer classification by forms of information access. - 57 - vii ABSTRACT HOW TO IMPROVE EFFECTIVENESS OF MARKETING STRATEGY IN X NEWSPAPER PRINTING JOINT STOCK COMPANY NGUYEN THI HA Department of Business Administration Graduate School Soongsil University In the context of the market economy and the current trend of opening - integration, but many companies produce the same products leading to competition which is inevitable. So in order to be able to withstand and survive, each business must have good marketing strategies which create strong brand - is the key to make differences.
Building an effective business strategy is a big advantage of businesses currently. With the thesis topic: "How to improve effectiveness of marketing strategy in X Newspaper Printing Joint Stock Company" is derived from the real situations above. So, what factors help the company improve the effectiveness of its marketing strategy? What are the solutions? These are two questions in this study the author focused on answering based on the analysis of the current marketing strategy in X Newspaper Printing Joint Stock Company, which aimed to understand the real situations and problems from which they were the basis to propose solutions to improve the efficiency of the company’s viii marketing strategy. This study used quantitative research methods through analyzing economy, survey of 250 questionnaires from customers who had ordered goods in the company.
The research results showed that product quality, product price, company brand, employee customer orientation, well-trading location. were the urgent and important issues for improving effectiveness of marketing strategy in the company. Therefore, when the company focused on solving these problems, it meant that the company's marketing strategy would be more effective, and then it would withstand, survive and grow in the highly competitive market. Key words: Marketing Strategy, Product Price, Company Brand, Employee Customer Orientation, Accessibility ix CHAPTER 1 INTRODUCTION 1.1 Background and Motivation Nowadays, printing technology is developing very strongly, the number of enterprises operating in this market is becoming higher and higher with greater scale and diverse forms, the competition between them is also fiercer.
In order to exist and develop, each enterprise must establish a firm position in the market, which requires suitable business strategies, especially the marketing ones. Marketing is an important, key activity of the enterprises which affects all stages of supplying input materials, planning production and consumption. It not only promotes consumption but also creates value of the enterprise. X Newspaper Printing Joint Stock Company is a prestigious enterprise in X province which is gradually asserting itself throughout the country.
X Newspaper Printing trademark has been attracting customers inside and outside the province. Such success comes from current fairly good management. However, in order to aim to sustainable and long-term development, to create good a nationwide trademark, a long-term marketing strategy must be planned and aimed to promoting value, upgrading trademark of the Company. For such reasons, I chose the topic: “How to improve effectiveness of marketing strategy in X Newspaper Printing Joint Stock Company” for my thesis.2 Research Objectives - To systematize theoretical bases and actual situation of marketing strategy in X Newspaper Printing JSC - To analyze factors affecting Marketing strategy of the Company recently - To poll the opinion of customers basing on survey result, to evaluate features and trends of the market in near future - To propose solutions for enhancing effect of Marketing strategy in the Company Specific targets of the research: + To find out problems, causes, restrictions of current strategies in the Company basing on the theory of marketing strategy and actual situation of the strategies on product, price, distribution, promotion.
+ Among the factors affecting marketing strategy of the Company, the author raises some questions to interview experts (Directors of printing companies, Head, Deputy-Head of Printing Association) and form a questionnaire about importance of the factors affecting marketing strategy of the Company, then find out 5 most important ones (5 independent variables: product quality; price; trademark of the Company, customer orientation of employees; Accessibility trading) + To form a questionnaire for customer survey then evaluate actual situation of marketing strategy in the Company through 5 independent variables.3 Research Subject and Scope Subject of this research is the actual situation of Marketing strategy in X Newspaper Printing JSC in 5 recent years 1.4 Research Methods Following methods are applied: - Document collection and analysis. - Using secondary data and reports of X Newspaper Printing Joint Stock Company Data collection: Applying suitable methods on primary data collection simultaneously (through actual investigation by questionnaire) and secondary data collection (at provincial departments, General department of statistics, X Department of statistics, books, newspapers, magazines, internet…). Such information has been collected, analyzed under the combination of theory and practice. Survey questionnaires have been analyzed by SPSS software version 16.
Data analysis: The author combines analysis, evaluation on the factors affecting marketing strategy of the Company by descriptive statistic tools of SPSS software as the bases for determining causes and proposes solutions for improving effect of mix marketing strategy in X Newspaper Printing JSC.5 Scientific and practical meanings of the topic To improve the capacity on scientific research, to supplement theoretical and practical knowledge for the author of this research. Result of research topic will be the basis for X Newspaper Printing JSC to consult and apply during improvement of effect and completion of Marketing strategy.
