Building Vinawind's Situation Analysis and Research Process

3.2.Building a research process and analyzing the situation of VINAWIND

a. Forecasts on VINAWIND's business environment and market

Assuming that there are no major changes in the business environment (economic crises, changes in additional laws, etc.) or the company's planned business strategy, the company can conduct market research in three steps: Planning, collecting information, and processing information. The content of market research is to study the company's ability to penetrate the market and expand the market.

The purpose of market research is to determine the ability to consume or sell a product or a group of products of the company. If there are major fluctuations in the environment or market compared to the company's target forecasts, VINAWIND must review, and may even have to do it again. If the forecast results of VINAWIND are not suitable for the city, VINAWIND must consider applying new strategies with the aim of finding a strategy that can bring higher labor results in the future.

b. Strengths and weaknesses of VINAWIND

*About personnel:

Currently, VINAWIND does not have a Marketing department nor any employees with Marketing qualifications. Therefore, some employees in the sales department and import-export department have to take on this task when necessary, but because they do not have Marketing qualifications and rely only on their own experience, Marketing activities at VINAWIND are almost ineffective. At the same time, the company is currently applying a top-down planning method, so it does not take full advantage of the creativity and dedication of its employees.

Through some of the above analysis, we see that the company needs to recruit more Marketing staff or train old staff to improve their knowledge and Marketing skills, while at the same time changing the planning method to promote the creativity and dedication of employees in the company.

*About finance:

Through the company's annual financial report, we see that VINAWIND's capital has also increased gradually but very slowly. Partly because the company's working capital is still low, but mostly because it has been affected by the common late payment of customers, leading to a situation where flexibility and initiative in business are not guaranteed. The company can use the following measures to overcome this problem: - Give incentives to customers who buy in large quantities and pay immediately, specifically by reducing 1% of the total amount of goods or waiving shipping costs and vice versa. This will help VINAWIND encourage its customers to pay immediately upon delivery, creating conditions for the company to quickly turn over capital, ensuring flexibility and initiative in business.

3.3. Building the process of forming and deciding on VINAWIND's electric fan business products

A product line is a group of products that are closely related because they perform a similar function, are sold to the same group of consumers, and are sold through the same channels, forming a specific price range. A product mix is ​​a collection of all the products and items that a particular seller offers for sale to buyers.

To achieve high output value, products, revenue, and profits, VINAWIND always has plans for the company's product strategy. The planning can be based on the product catalog with length, width, depth, and density of the product. Different types are suitable

The company's product range is periodically reassessed for profitability and growth potential. Good products are continued to be produced and supported by the company, while poor products are eliminated. In addition, the company's product strategy planning depends on research into the consumption situation and profit contribution of each type of electric fan as well as the relative position of its fans compared to competitors.

-VINAWIND should improve product quality, add new features to the product and improve the design even more.

-VINAWIND should add new designs and "side cover" products.

-VINAWIND should improve the quality to enhance product features such as rotation speed, air flow, and fan usage time.

-Improve properties to add new properties to increase efficiency, usage time, safety...

-Improving properties has some advantages because new properties will probably create a new image and spirit for VINAWIND.

-Improved design to increase the aesthetic appeal of the product to compete with imported fans.

-Improving the design increases aesthetic appeal and reduces product costs to compete with fans imported from China.

-Improved design to increase the aesthetic appeal of the product to compete with imported fans.

-Improving the design increases aesthetic appeal and reduces product costs to compete with fans imported from China.

3.4 Build and decide prices for VINAWIND's business items .

First, a company must consider what goals it wants to achieve. The clearer a company's goals are, the easier they are to set.

Can check 06 pricing items:

- Guaranteed survival

- Maximize immediate profits

- Maximize consumption.

- Maximize the skimming of the market

- Take the lead in product quality.

Of the above 6 objectives, WINNAWIND can pursue 1 or 2 pricing objectives: maximizing immediate profits and maximizing consumption.

Next, WINNAWIND needs to consider and evaluate the factors affecting the market, the macro environment and the Company:

- From the market side : level of competition, demand, market potential, market capacity... to do this, WINNAWIND must urgently recruit personnel or retrain, improve the Marketing level of some officers and employees. Then set up a Marketing department, assign a specialist in this issue to solve problems related to WINNAWIND's Marketing.

- From the macro environment : Laws and policies of the State. This factor is very important, it is directly related to whether WINNAWIND's business activities are profitable or not? Therefore, the Board of Directors of WINNAWIND will have to directly monitor these changes through meetings from the Corporation, press, television... to help the Company's business always be favorable in accordance with the Law as well as take full advantage of the State's protection.

- From the Company : Production costs, quality, product reputation, combination of pricing policy and other policies of the Company.

After knowing the prices of competitors and customer reviews, WINNAWIND can choose a certain price through pricing techniques:

- Cost-plus pricing.

- Target profit pricing.

- Pricing based on current prices.

Currently, WINNAWIND applies cost-plus pricing techniques. These pricing techniques are only beneficial when applied to stable products, a stable environment and market, and stable sources of supply. Because WINNAWIND's focus is import-export business, and import-export goods are always changing according to technology, while the business environment is constantly changing from one state to another. Therefore, WINNAWIND should apply pricing techniques according to current prices, that is: applying the selling price to the selling price of competitors. With this price, WINNAWIND will take advantage of its advantages (having a good relationship with the traditional customer base), so WINNAWIND maintains its market share against competitors, and this is a good condition for implementing WINNAWIND's strategy.

Confirm	shit	target set	hg	price
	Confirm	print	h factors affecting h	Uh	stay
Market factors			Environmental factors macro				Company factors
Select the policy				h	price
			Determine price

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H8: Stages in the product pricing process

3.5. Building WINNAWIND's distribution decision

Distribution objectives may be how much customer service and target market coverage the channel members should provide.

How does it work? Channel objectives also vary according to the characteristics of each product.

The company's products are electric fans, which are seasonal, so agents sell them directly to customers.

Choosing channel types: WINNAWIND can use 2 types of channels: direct and indirect or a combination of both.

For the direct channel, its obvious advantage is to speed up the circulation, ensuring close communication between the Company and customers. But for each type of product, it has different advantages and disadvantages. This type of channel can be used with the Company's sales representative to sell directly to customers.

Currently, WINNAWIND is applying cost-plus pricing techniques. These pricing techniques are only beneficial when applied to stable products, a stable environment and market, and stable sources of supply. Because WINNAWIND's focus is import-export business, and import-export goods are always changing according to technology, and the business environment is constantly changing from one state to another. Therefore, we should apply pricing techniques according to current prices, that is: apply selling prices equal to the selling prices of competitors. With this price, WINNAWIND will take advantage of its advantages (good relationships with traditional customer bases), so WINNAWIND will maintain its market share against competitors, and this is a good condition for implementing WINNAWIND's market penetration strategy.

- For indirect channels, depending on the Company's goals, choose a single-level or multi-level channel and choose the number of members according to the width of the channel.

- WINNAWIND should use both of the above distribution channels because WINNAWIND is a company that produces and trades many types of electric fans. When using both of these channels, it will take full advantage of their advantages, creating good benefits for the company.

* Channel management:

After selecting a channel option, WINNAWIND must decide to operate and manage the selected channel. The work includes:

- Channel member selection: Each company often has different capabilities in attracting quality channel members for the intended channel. In selecting channel members, the company can set criteria to select a good member, such as:

+ Fast payment ability, latest payment within 30 days

+ Prestige is guaranteed in that market area.

+ Consumption must meet the Company's requirements.

- Motivating channel members: Intermediaries need to be motivated to do their best work. The conditions that bring them to the channel already create some motivation, but those conditions need to be supplemented. WINNAWIND must think that it is not only selling through intermediaries but also selling to them. For a Trading Company, there are three different approaches: Cooperation, partnership and distribution programming. Through this, the Company will achieve a close and trustworthy relationship in the work of taking on effective marketing and consumption functions for the source of goods and in return receive incentives from the source of goods regarding price, delivery and payment terms.

Channel member evaluation: This evaluation must be done regularly and periodically. WINNAWIND can rely on the following criteria: