ACKNOWLEDMENTS My thesis could be impossible to be successfully accomplished without the valuable support of my supervisor, my directors, managers as well as my colleagues in Dong Anh pressure equipment j. First of all, I would like to express my special thanks to my thesis supervisor –Prof. Vu Minh Duc, for his patience, support as well as guidance while I was carrying out this research. Furthermore, he was also willing to give me a wide range of intellectual advice and contributing comments which made a great contribution to help me achieve the best results. Next, I would like to express my warm thanks to the committee members of my thesis trial defense because their guidance and assistance in reviewing and developing my research in order that I could complete my thesis as today. From the depth of my heart, I also express my special thanks to the Board of Director 's Dong Anh pressure equipment j.c, who always spent his valuable time providing and sharing me with a great deal of useful information in relation to the current operation of the company. At the same time, my colleagues were very enthusiastic and willing to help me anytime, and simultaneously motivate me throughout my study. Many thanks are also due to my best friends and my classmates at E- MBA15A for their warm friendship and supporting with many good memories. Finally, I would like to express my deepest gratitude to my family and my friends for their encouragement and support for my thesis. Thank you and wish you all happiness and success! Student Dao Son Tung TABLE OF CONTENTS LIST OF TABLES LIST OF FIGURES EXECUTIVE SUMMARY. Secondary data collection. Primary data collection.6 CHAPTER 2: THEORETICAL BACKGROUND ON MARKETING MIX FOR CONSUMER GOODS. Marketing and marketing mix for consumer products. Elements of marketing mix for consumer products. Factors affecting marketing mix.27 CHAPTER 3: CURRENT SITUATION OF MARKETING MIX FOR BOILER AT DONG ANH PRESSURE EQUIPMENT JSC. Overview of Dong Anh pressure equipment and boiler. Overview of Dong Anh pressure equipment. Overview of boiler. Analysis of marketing mix for boiler at Dong Anh pressure equipment jsc. Market and target customers of the company's boiler products. Chính sách giá cho sản phẩm nồi hơi. Chính sách phân phối. Achievement and shortcomings. Shortcomings and reasons.47 CHAPTER 4: RECOMMENDATIONS TO IMPROVE AND DEVELOP MARKETING MIX FOR BOILER AT DONG ANH PRESSURE EQUIPMENT JSC. Boiler's development orientation of Dong Anh pressure equipment jsc. The general development direction of the company. Develop the business of boiler products. Recommendations to improve and develop marketing mix for boiler at Dong Anh pressure equipment jsc. Target market selection. Research and develop new boiler products. Nâng cao năng lực cạnh tranh về giá bán.65 LIST OF TABLES Table 3.1: Products of DPE.2: DPE's revenue from 2015 to 2017.3: Some of DPE's major partners.4: Some types of DPE boilers.5: Price before and after the factory.6: Expenditures for advertising boiler products in 2017.44 LIST OF FIGURES Figure 1.1: Marketing model - mix in the business. Organizational structure of DPE.2: Current distribution channel.3: The ratio of sales between direct sales and indirect sales.43 EXECUTIVE SUMMARY Dong Anh Pressure Equipment j.c is one of the companies that produce pressure equipment such as boilers, industrial valves in Vietnam. With more than 27 years of development history, The company is currently developing sustainably, is gradually expanding the search for customers and expand market share in Dong Anh district and industrial parks in the neighboring provinces. Extremely, in the competitive economic context, DPE now not only has to turn its forcus on the competition with domestic competitors but also foreign competitors. Because most of companies focus on building brand name and brieng its brand closely to customers by many different marketing program. Therefore, marketing mix is very important to each firm. Boiler is a kind of equipment produced by DPE. Boiler is evaluated as one potential product because of its high quality and clear market segmentation. The aurthor was doing the research of marketing mix for this product useful and necessary for the manufacturing and processing enterprises such as confectionary enterprises, textile enterprises .and a good marketing mix for this product will create many advantages for DPE to compete with other competitors. Thus, the thesis aims to identify components of marketing mix applied to Boiler; to assess current marketing mix for Boiler; and to propose solutions to improve marketing mix for Boiler to increase its market share up to 2025. Base on theoretical framework of marketing mix and marketing mix components, primary and secondary data were used in the research. The primary data were collected by in - depth interviews and surveys; secondary data were collected from the company reports, regulation, internet and magazine. 120 sample were selected for the study but only 92 respondents were achieved (accounting for 76,7%). The four marketing mix components were discussed and analyzed. With the analysis of survey result, it is possible to see that Boiler has reached some achievement during three year of being present in Ha Noi market. They did gain certain brand awareness from their customers and received good comments 1 from their customers. However, there were outstanding shortcomings and possible reasons, which should be overcome by DPE. loại của các đối thủ cạnh tranh đang tỏ ra được ưa thích hơn bởi khách hàng. Firstly, there are many boiler suppliers with large models and distributors. Second is the price of the boiler products on the third. DPE's trade promotion activities are not well organized, not attractive enough and result in not bringing more customers. After all, the thesis offers some ways to improve and develop boilers marketing mix strategy as the ultimate aims of research. Firstly, the company should design distinguishing products to differentiate from other products. The products to be provided for the customers must be at the best quality, at the best design to attract more and more customers. Secondly, the company should set up a flexible price policy by analyzing the competitors well, determining the best product cost and determining pricing objectives. Thirdly, the comny shoud expand theri distribution channel of retailing, wholesaling, sales promotion and direct marketing. By doing these recommendations, it is possible for Dong Anh Pressure Equipment j.c to gain a better place in a very competitive market in VietNam. Rationale Industrial boilers (boilers) are devices that use boiling water to form heat- conducting steam to meet the heating requirements of industries such as drying, cooking, dyeing, steam-to-turbine generators, etc. The special thing of the boiler that no substitute is to create a safe non-combustible power source to operate the equipment or engine in place. It is forbidden to fire and to prohibit power supply (such as petrol and oil stores). Boilers are widely used in almost every industry, with each industry demanding different levels of heat and capacity. Factories such as feed processing factory, confectionery factory, using boiler for drying products; Some of the plants are used for cooking, pasteurizing such as beverage plants, fish sauce plants, soy sauce or vegetable oil. With the advantages of such boilers, the market can be seen. Boilers are one of the potential markets where more and more companies are planning to grow. Dong Anh Pressure Equipment Joint Stock Company is one of the few companies operating in the field of supplying boiler products, pressure vessels and industrial valves in Hanoi. by TAIYO NIPPON SANSO - a leading corporation in the field of industrial gas and gas generators in Japan. Inheriting the foundations of the General Corporation for Production and Services of Technical Materials under the Ministry of Agriculture and Rural Development, Dong Anh Pressure Equipment Company has been developing strongly The mark on the boiler market in Hanoi. However, boilers are potential products to continue to exploit with large consumption market, so in the past few years, many companies in the production and sales of boiler products have entered the market and edge. Direct competition with Dong Anh company. Competing and gaining market share, attracting and introducing customers to know and use our boiler products is one of the most urgent issues that Dong Anh Pressure Equipment Company needs. Furthermore, there were some previous studies discussed to expand market for boiler product but studies for marketing mix seem insufficient especially for the Dong Anh pressure equipment jsc in particular. Taking into account of all reasons 3 mentioned above, the author decided to choose the title '' Marketing mix for boiler at Dong Anh pressure equipment j.c'' and insists that it had not been done before. Moreover, the reason, explained for choosing four factors instead of one factor of marketing mix, is that one product wanted to be succesful on domestic market full of combination factors, so only one factor is not enough. A long term marketing development orientation not only helps to exploit resources effectively, but also ensure the good condition for production and satisfies the stricter and stricter requirements of customers. Research Objectives This study is aimed to verify some key theories and methodologies of building and implementing promotion strategies for boiler based on the analysis of its market performance and enviroment over the past period. The specific objectives of the study include: - To identify component of marketing mix applied to consumer goods; - To assess current marketing mix for boiler at Dong Anh pressure equipment jsc - To propose solutions to improve marketing mix for boiler to increase its market share up to 2020. Research Questions To achieve the objectives mentioned above, the research would answer the following questions: - What are components of marketing mix applied for consumer goods? - How is the current situation of marketing mix for boiler? - What should be done to improve the marketing mix for boiler? 1. Secondary data collection The secondary data was collected from the internal reports of Dong Anh pressure equipment jsc within 3 years from 2015 to 2017 (number of customers, revenues, any comments from the customers on the product of boiler). In addition, wording, brochures, marketing materials and official documents of Dong Anh 4 pressure equipment jsc were also used to give out overview about marketing mix of the company. Internet, newspapers, other financial magazines and former research studies related to marketing mix were used as the secondary data for the study. The data let the author know that what are the situation of marketing mix for boiler at Dong Anh pressures equipment jsc in current Vietnamese market and their potential development in the future. Primary data collection The primary data are derived from the survey of the customer of boiler and the in - depth interviews with the director and manager as well as some existing customer. Collection of primary data is following: a, In - depth interviews: - The in - depth interviews were conducted separately with 02 director and manager named Mr Che Minh Phuong - Director and Mr Doan Tuan Phong - Marketing manager about boiler product. The interview results help the author collect information of requiredments and important role of expanding boiler market share in VietNam. - One group in - depth interview was conducted with 05 existing customer of boilder products. In group in - depth interview, the author presented the topic about selling boilder in VietNam market and raised many aspects related to boiler market, as requirement of market access and marketing activities, production capacity and financial capacity to cover the production and marketing. With each issue, these interviewees showed their opinions and discussed with others frankly. b, Survey: - Respondent: Existing individual customers of boiler. - Sample size: 120 customers using boilder in HaNoi area were choosen from Dong Anh's database. - Sampling method: Convenience sampling method was applied. This is the sampling method that the respondents were recruited based on the condition of convenient and economic conditions. 5 - Questionnaire distribution: The questionnaires would be given to customers by sneding to their emails.
Nâng cao hiệu quả marketing mix cho sản phẩm nồi hơi tại Công ty TNHH Thiết bị áp lực Đông Anh
Chuyên khảo phân tích Theoretical background on marketing mix for consumer goods1, đánh giá các khía cạnh quan trọng, đề xuất hướng nghiên cứu tiếp theo.
Trường đại học
Công ty TNHH Thiết bị áp lực Đông AnhChuyên ngành
MarketingNgười đăng
Ẩn danhThể loại
thesisPhí lưu trữ
30 PointMục lục chi tiết
THÔNG TIN CHI TIẾT
Tác giả: Dao Son Tung
Người hướng dẫn: Prof. Vu Minh Duc
Trường học: Công ty TNHH Thiết bị áp lực Đông Anh
Chuyên ngành: Marketing
Đề tài: Nâng cao hiệu quả marketing mix cho sản phẩm nồi hơi tại Công ty TNHH Thiết bị áp lực Đông Anh
Loại tài liệu: thesis
Năm xuất bản: 2018
Địa điểm: Hà Nội
Tài liệu "Nâng cao hiệu quả marketing mix cho sản phẩm nồi hơi tại Công ty TNHH Thiết bị áp lực Đông Anh" cung cấp cái nhìn sâu sắc về cách tối ưu hóa chiến lược marketing mix cho sản phẩm nồi hơi. Tác giả phân tích các yếu tố chính của marketing mix, bao gồm sản phẩm, giá cả, phân phối và khuyến mãi, nhằm nâng cao hiệu quả kinh doanh và tăng cường sự cạnh tranh trên thị trường. Độc giả sẽ tìm thấy những lợi ích thiết thực từ việc áp dụng các giải pháp marketing mix, giúp cải thiện doanh thu và xây dựng thương hiệu mạnh mẽ hơn.
Để mở rộng kiến thức về chủ đề này, bạn có thể tham khảo thêm tài liệu Giải pháp nâng cao hoạt động marketing mix tại công ty tnhh mtv nội thất wood park, nơi cung cấp những chiến lược tương tự trong lĩnh vực nội thất. Ngoài ra, tài liệu Hoàn thiện chiến lược marketing mix cho công ty thương mại tư đồng lâm tại thị trường quảng trị cũng sẽ giúp bạn hiểu rõ hơn về cách áp dụng marketing mix trong các lĩnh vực khác nhau. Những tài liệu này không chỉ mở rộng kiến thức mà còn cung cấp những góc nhìn đa dạng về cách thức tối ưu hóa chiến lược marketing.
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