Characteristics of the Real Estate Market at the Present Time

1.3.2 Real estate market 1.3.2.1Concept

The real estate market is the process of trading real estate goods between related parties. It is the "place" where buying, selling, transferring, leasing, mortgaging and related services such as intermediary, brokerage, consulting... related to real estate take place such as intermediary, brokerage, consulting... between subjects in the market where the role of state management has a decisive impact on promoting development or inhibiting business activities in the real estate market.

1.3.2.2 Real estate market classification

By market object : Housing and hotel market; rental housing market; office market

By purpose of use: Buying and selling market; rental market; mortgage and insurance market

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• Mobile Phone Usage in Hanoi Inner City Area zt2i3t4l5ee zt2a3gsconsumer,consumption,consumer behavior,marketing,mobile marketing zt2a3ge zc2o3n4t5e6n7ts - Test the relationship between demographic variables and consumer behavior for Mobile Marketing activities The analysis method used is the Chi-square test (χ2), with statistical hypotheses H0 and H1 and significance level α = 0.05. In case the P index (p-value) or Sig. index in SPSS has a value less than or equal to the significance level α, the hypothesis H0 is rejected and vice versa. With this testing procedure, the study can evaluate the difference in behavioral trends between demographic groups. CHAPTER 4 RESEARCH RESULTS During two months, 1,100 survey questionnaires were distributed to mobile phone users in the inner city of Hanoi using various methods such as direct interviews, sending via email or using questionnaires designed on the Internet. At the end of the survey, after checking and eliminating erroneous questionnaires, the study collected 858 complete questionnaires, equivalent to a rate of about 78%. In addition, the research subjects of the thesis are only people who are using mobile phones, so people who do not use mobile phones are not within the scope of the thesis, therefore, the questionnaires with the option of not using mobile phones were excluded from the scope of analysis. The number of suitable survey questionnaires included in the statistical analysis was 835. 4.1 Demographic characteristics of the sample The structure of the survey sample is divided and statistically analyzed according to criteria such as gender, age, occupation, education level and personal income. (Detailed statistical table in Appendix 6) - Gender structure: Of the 835 completed questionnaires, 49.8% of respondents were male, equivalent to 416 people, and 50.2% were female, equivalent to 419 people. The survey results of the study are completely consistent with the gender ratio in the population structure of Vietnam in general and Hanoi in particular (Male/Female: 49/51). - Age structure: 36.6% of respondents are <23 years old, equivalent to 306 people. People from 23-34 years old accounting for the highest proportion: 44.8% equivalent to 374 people, people aged 35-45 and >45 are 70 and 85 people equivalent to 8.4% and 10.2% respectively. Looking at the results of this survey, we can see that the young people - youth account for a large proportion of the total number of people participating in the survey. Meanwhile, the middle-aged people including two age groups of 35 - 45 and >45 have a low rate of participation in the survey. This is completely consistent with the reality when Mobile Marketing is identified as a Marketing service aimed at young people (people under 35 years old). - Structure by educational level: among 835 valid responses, 541 respondents had university degrees, accounting for the highest proportion of ~ 75%, 102 had secondary school degrees, ~ 13.1%, and 93 had post-graduate degrees, ~ 11.9%. - Occupational structure: office workers and civil servants are the group with the highest rate of participation with 39.4%, followed by students with 36.6%. Self-employed people account for 12%, retired housewives are 7.8% and other occupational groups account for 4.2%. The survey results show that the student group has the same rate as the group aged <23 at 36.6%. This shows the accuracy of the survey data. In addition, the survey results distributed by occupational criteria have a rate almost similar to the sample division rate in chapter 3. Therefore, it can be concluded that the survey data is suitable for use in analysis activities. - Income structure: the group with income from 3 to 5 million has the highest rate with 39% of the total number of respondents. This is consistent with the income structure of Hanoi people and corresponds to the average income of the group of civil servants and office workers. Those People with no income account for 23%, income under 3 million VND accounts for 13% and income over 5 million VND accounts for 25%. 4.2 Mobile phone usage in Hanoi inner city area According to the survey results, most respondents said they had used the phone for more than 1 year, specifically: 68.4% used mobile phones from 4 to 10 years, 23.2% used from 1 to 3 years, 7.8% used for more than 10 years. Those who used mobile phones for less than 1 year accounted for only a very small proportion of ~ 0.6%. (Table 4.1) Table 4.1: Time spent using mobile phones Frequency Ratio (%) Valid Percentage Cumulative Percentage Alid <1 year 5 .6 .6 .6 1-3 years 194 23.2 23.2 23.8 4-10 years 571 68.4 68.4 92.2 >10 years 65 7.8 7.8 100.0 Total 835 100.0 100.0 The survey indexes on the time of using mobile phones of consumers in the inner city of Hanoi are very impressive for a developing country like Vietnam and also prove that Vietnamese consumers have a lot of experience using this high-tech device. Moreover, with the majority of consumers surveyed having a relatively long time of use (4-10 years), it partly proves that mobile phones have become an important and essential item in people's daily lives. When asked about the mobile phone network they are using, 31% of respondents said they are using the network of Vietel company, 29% use the network of of Mobifone company, 27% use Vinaphone company's network and 13% use networks of other providers such as E-VN telecom, S-fone, Beeline, Vietnammobile. (Figure 4.1). Figure 4.1: Mobile phone network in use Compared with the announced market share of mobile telecommunications service providers in Vietnam (Vietel: 36%, Mobifone: 29%, Vinaphone: 28%, the remaining networks: 7%), we see that the survey results do not have many differences. However, the statistics show that there is a difference in the market share of other networks because the Hanoi market is one of the two main markets of small networks, so their market share in this area will certainly be higher than that of the whole country. According to a report by NielsenMobile (2009) [8], the number of prepaid mobile phone subscribers in Hanoi accounts for 95% of the total number of subscribers, however, the results of this survey show that the percentage of prepaid subscribers has decreased by more than 20%, only at 70.8%. On the contrary, the number of postpaid subscribers tends to increase from 5% in 2009 to 19.2%. Those who are simultaneously using both types of subscriptions account for 10%. (Table 4.2). Table 4.2: Types of mobile phone subscribers Frequency Ratio (%) Valid Percentage Cumulative Percentage Valid Prepay 591 70.8 70.8 70.8 Pay later 160 19.2 19.2 89.9 Both of the above 84 10.1 10.1 100.0 Total 835 100.0 100.0 The above figures show the change in the psychology and consumption habits of Vietnamese consumers towards mobile telecommunications services, when the use of prepaid subscriptions and junk SIMs is replaced by the use of two types of subscriptions for different purposes and needs or switching to postpaid subscriptions to enjoy better customer care services. In addition, the majority of respondents have an average spending level for mobile phone services from 100 to 300 thousand VND (406 ~ 48.6% of total respondents). The high spending level (> 500 thousand VND) is the spending level with the lowest number of people with only 8.4%, on the contrary, the low spending level (under 100 thousand VND) accounts for the second highest proportion among the groups of respondents with 25.4%. People with low spending levels mainly fall into the group of students and retirees/housewives - those who have little need to use or mainly use promotional SIM cards. (Table 4.3). Table 4.3: Spending on mobile phone charges Frequency Ratio (%) Valid Percentage Cumulative Percentage Valid <100,000 212 25.4 25.4 25.4 100-300,000 406 48.6 48.6 74.0 300,000-500,000 147 17.6 17.6 91.6 >500,000 70 8.4 8.4 100.0 Total 835 100.0 100.0 The statistics in Table 4.3 are similar to the percentages in the NielsenMobile survey results (2009) with 73% of mobile phone users having medium spending levels and only 13% having high spending levels. The survey results also showed that up to 31% ~ nearly one-third of respondents said they sent more than 10 SMS messages/day, meaning that on average they sent 1 SMS message for every working hour. Those with an average SMS message volume (from 3 to 10 messages/day) accounted for 51.1% and those with a low SMS message volume (less than 3 messages/day) accounted for 17%. (Table 4.4) Table 4.4: Number of SMS messages sent per day Frequency Ratio (%) Valid Percentage Cumulative Percentage Valid <3 news 142 17.0 17.0 17.0 3-10 news 427 51.1 51.1 68.1 >10 news 266 31.9 31.9 100.0 Total 835 100.0 100.0 Similar to sending messages, those with an average message receiving rate (from 3-10 messages/day) accounted for the highest percentage of ~ 55%, followed by those with a high number of messages (over 10 messages/day) ~ 24% and those with a low number of messages received daily (under 3 messages/day) remained at the bottom with 21%. (Table 4.5) Table 4.5: Number of SMS messages received per day Frequency Ratio (%) Valid Percentage Cumulative Percentage Valid <3 news 175 21.0 21.0 21.0 3-10 news 436 55.0 55.0 76.0 >10 news 197 24.0 24.0 100.0 Total 835 100.0 100.0 When comparing the data of the two result tables 4.4 and 4.5, we can see the reasonableness between the ratio of the number of messages sent and the number of messages received daily by the interview participants. 4.3 Current status of SMS advertising and Mobile Marketing According to the interview results, in the 3 months from the time of the survey and before, 94% of respondents, equivalent to 785 people, said they received advertising messages, while only a very small percentage of 6% (only 50 people) did not receive advertising messages (Table 4.6). Table 4.6: Percentage of people receiving advertising messages in the last 3 months Frequency Ratio (%) Valid Percentage Cumulative Percentage Valid Have 785 94.0 94.0 94.0 Are not 50 6.0 6.0 100.0 Total 835 100.0 100.0 The results of Table 4.6 show that consumers in the inner city of Hanoi are very familiar with advertising messages. This result is also the basis for assessing the knowledge, experience and understanding of the respondents in the interview. This is also one of the important factors determining the accuracy of the survey results. In addition, most respondents said they had received promotional messages, but only 24% of them had ever taken the action of registering to receive promotional messages, while 76% of the remaining respondents did not register to receive promotional messages but still received promotional messages every day. This is the first sign indicating the weaknesses and shortcomings of lax management of this activity in Vietnam. 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• Development Orientation of Vietnam's Real Estate Market
• Real Estate Market Lacks Professionalism and Complicated Procedures
• Forecasting the Development of the Real Estate Market
• Marketing mix activities of P&G Vietnam - 14

1.3.2.3 Characteristics of the current real estate market

Many countries, especially transitional countries, are promoting the process of legalizing people's rights to own and use real estate and establishing necessary institutions to promote the development of the real estate market. The real estate market, together with the capital market and the labor market, are central markets in the market economy in terms of

In economics, the real estate market is where decisions are made about who has access to real estate, how it is used, and for what purposes. An efficient real estate market has a leverage effect on the overall efficiency of the entire economy.

In fact, the real estate market in our country is quite active, especially in urban areas. Although it is still in its infancy, it has contributed to significantly improving people's housing conditions, increasing the efficiency of land and factory use and business, turning land into a truly great resource for the country's economic development. However, in recent times, our country's real estate market still has many disadvantages such as:

- The real estate market is still basically an informal market. With only about 10% of houses and land in urban areas having been granted red books or pink books, most real estate owners do not have the legal conditions to participate in transactions such as selling land use rights, owning houses, mortgaging, leasing, etc. in the formal real estate market.

- The information system in the real estate market is incomplete, lacks transparency and is difficult to access. Information is a crucial condition for the operation of the real estate market, but in reality, information is the final result of a series of basic institutional reforms. In the real estate market, the State still holds a monopoly in collecting and processing original information, including information on planning, cadastral mapping, describing the value, nature and ownership of real estate.

- Our country's real estate market is still small in scale and distorted in terms of supply, demand and price, so it does not reflect the true value of real estate, causing price fever based on ambiguous information, sidewalk information about planning, and changes in State policies.

- Our country's real estate market has many shortcomings. In addition to some basic shortcomings that are inherent in the nature of the market, most of those shortcomings are caused by the State's incomplete management of this market.

1.3.2.4 State management of the real estate market

Through the use of State management tools for the real estate market such as planning, plans, systems, policies, laws, etc., the State has been maintaining and strengthening its management role in the real estate market. The supply-demand relationships, goods, prices, and entities participating in the real estate market have all been influenced by the State. The State regulates, controls, and orients the real estate market to achieve stability.

determine, avoid serious imbalance in supply and demand, participate in the formation and adjustment of real estate prices. The State encourages economic sectors to participate in the market and protects their interests and rights...

However, the State management of the real estate market is still facing certain limitations. First of all, we see that there is a lack of specialized agencies for real estate management. The system of specialized agencies for real estate management is responsible for: clearly identifying who is entitled to the real estate rights, clearly identifying the permitted rights, clearly identifying the boundaries of the real estate and resolving most real estate disputes right on the ground.

Real estate market management activities are currently too spread out with the participation of too many levels and sectors from the Prime Minister, Chairman of People's Committees at all levels to Ministries, departments, branches, etc. Meanwhile, the role of the agency in charge of the real estate market is still too vague. Land administration agencies nominally have no real power but only have advisory functions. Almost all tasks from land allocation, land use registration, land price regulation for tax calculation and compensation, dispute resolution, etc. are not under the decision-making authority of land administration agencies. This is unreasonable and inconsistent with the reality of Vietnam.

Next is the slow legalization of real estate rights. The condition for the existence of a formal real estate market is that the State must grant at least two key real estate rights to real estate owners, which are: The exclusive right to use and benefit from real estate for a long time and the right to transfer some or all rights related to real estate through civil transactions (such as sale, lease, inheritance).

In short, the informal real estate market in our country is developing quite widely with a high degree of uncertainty. Therefore, to develop the real estate market in a formal direction, the work of innovation and improvement of State management plays a leading role.

CHAPTER 1 SUMMARY

To have a proper basis for proposing solutions to improve the Marketing Mix activities of Dat Xanh Mien Nam Investment and Service Joint Stock Company, chapter 1 has systematized the following issues:

First, learn about the general concept of Marketing as well as the role of Marketing to have the right orientation and clearly identify the issues that need to be studied.

Second, learn about Marketing Mix in general, its objectives and roles as well as its main components in Marketing Mix activities. From there, there is a basis for solutions to analyze the current status of Marketing Mix activities and propose some solutions to improve this activity in the company.

Third, learn about the concept of real estate, the real estate market, the characteristics of the market as well as the management mechanisms and state policies for this market. From there, you will have the most general view of the market and the product you are researching.

CHAPTER 2: REALITY OF MARKETING MIX ACTIVITIES AT DAT XANH MIEN NAM INVESTMENT AND SERVICES JOINT STOCK COMPANY

2.1 Introduction to Dat Xanh Mien Nam Investment and Service Joint Stock Company

2.1.1 Summary of the company's formation and development process

DAT XANH MIEN NAM INVESTMENT AND SERVICES JOINT STOCK COMPANY

Address: 114 Nguyen Cuu Van, Ward 17, Binh Thanh District, HCMC Tel: (08) 35 114 114 - Fax: (08) 3899 6353

Email: info@datxanhmiennam.com.vn Website: datxanhmiennam.com.vn

Dat Xanh Mien Nam Investment and Service Joint Stock Company was established on January 15, 2010, aiming to inherit and develop the achievements that Dat Xanh Corporation has achieved over the past time, always taking customer benefits as the goal to strive for and develop.

With the mission of developing key projects in Ho Chi Minh City as well as the Southern region, Dat Xanh Mien Nam has constantly improved and innovated to develop real estate projects for the purpose of social security, maximally meeting the housing and investment needs of customers as well as contributing to building the image of the project investor in the market through professional marketing policies. In particular, Dat Xanh Mien Nam wishes to bring customers and investors the best housing and investment values ​​through the slogan "Long-term residence - solid investment"

2.1.2 Field of operation

- Real estate investment

- Infrastructure investment

- Financial investment

- High-rise building construction

- Construction of infrastructure for urban and industrial areas

- Mineral exploitation

- Construction materials production

- Real estate services business

2.1.3 Organizational chart

Diagram 2.1: Organizational chart of Dat Xanh Mien Nam Investment and Service Joint Stock Company.

Based on operational practices, the company specifies the duties and powers of each department in accordance with the organizational structure. The collaborative relationship between departments is a peer relationship, departments - divisions are responsible for coordinating and supporting each other to achieve the best operational efficiency for the common goal of the company:

Sales Department : The sales department specializes in the field of product sales, product coordination, product sales contract monitoring, and operates under the direction of the Sales Director.

Marketing Department : The Marketing Department specializes in supporting sales promotion, building and promoting brands, researching and developing product markets, and managing customer relationships, operating under the direction of the Marketing Director.

Accounting Department : specializes in the company's accounting field, operating under the direction of the Financial Director.

Administration - Human Resources Department : Specialized in company administration - human resources, operating under the direction of the Human Resources Director.