MINISTRY OF EDUCATION AND TRAINING HO CHI MINH CITY UNIVERSITY OF TECHNOLOGY |
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GRADUATION THESIS
Topic Name
COMPLETING MARKETING - MIX ACTIVITIES FOR TOBACCO MATERIAL PRODUCTS AT HOA VIET JOINT STOCK COMPANY
Major: BUSINESS ADMINISTRATION
Major: MARKETING MANAGEMENT
Instructor: Associate Professor, Dr. NGUYEN PHU TU Student: TRAN HUU PHUOC Student ID: 1054010570 Class: 10DQM01
Ho Chi Minh City, 2014
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COMMITMENT
I hereby declare:
The contents of this graduation thesis report were done by me under the direct guidance of Mr. Nguyen Phu Tu.
The information, collected data, analysis results and figures in the thesis were conducted at Hoa Viet Joint Stock Company, not copied from any other source. All cited references are listed in the reference section.
The entire analysis process was carried out by me and I directly wrote the research results into this thesis. The results presented in the topic are honest and do not overlap with any previous research topics.
If any fraud is detected, I will take full responsibility to the School.
July 14, 2014 Student implementation
Tran Huu Phuoc
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ACKNOWLEDGEMENTS
First of all, I would like to express my deepest gratitude to Associate Professor, Dr. Nguyen Phu Tu - the teacher who directly guided me, spent a lot of time, dedication and enthusiasm to contribute to the completion of my graduation thesis and achieve the best results.
I am truly proud and honored to be one of the students of the Faculty of Business Administration, Ho Chi Minh City University of Technology. This is where the teachers have dedicatedly worked, discovered new knowledge to teach their students. And it is also where all students can exchange, learn, and share knowledge to build a solid foundation, confidently prepare for life. To achieve these achievements and complete this Graduation Thesis is the resonance of the valuable knowledge that the teachers have imparted as well as the practical experiences that I have learned during my internship at Hoa Viet Joint Stock Company. I would like to sincerely thank the teachers at the University of Technology in general and the teachers in the Faculty of Business Administration in particular.
In addition, I would like to express my deepest gratitude to Hoa Viet Joint Stock Company for creating the best conditions for me to do my internship during the past time. I am very grateful for the enthusiastic help of my aunts, uncles, brothers and sisters in the company as well as creating conditions for me to access the actual working environment and providing extremely valuable necessary documents to make the report more complete.
Finally, despite my best efforts, due to limitations in professional qualifications, internship time and practical experience, the thesis cannot avoid shortcomings. I sincerely hope to receive enthusiastic contributions from teachers and the Board of Directors to make the thesis more complete. I would like to wish the teachers of Ho Chi Minh City University of Technology, the Board of Directors and all employees of Hoa Viet Joint Stock Company good health and success in work and life.
Ho Chi Minh City, July 14, 2014 Student implementation
Tran Huu Phuoc
INDEX
INTRODUCTION
1. Reason for choosing topic 1
2. Research objective 2
3. Research object and scope 2
4. Research method 3
5. Structure of graduation thesis topic 3
CHAPTER 1: THEORETICAL BASIS OF MARKETING – MIX 4
1.1 General theory of marketing – mix 4
1.1.1 Concept of marketing – mix 4
1.1.1.1 Concept of marketing 4
1.1.1.2 Concept of marketing – mix 4
1.1.2 The role of marketing-mix in business activities 4
1.1.3 Basic functions of marketing activities – mix 5
1.1.4 Marketing objectives – mix 5
1.2 Content of marketing activities – mix 5
1.2.1 Market analysis 5
1.2.1.1 Market segmentation 5
1.2.1.2 Selecting target market 6
1.2.1.3 Market positioning 7
1.2.2 Marketing policy – mix 7
1.2.2.1 Product policy 7
1.2.2.2 Product pricing policy 10
1.2.2.3 Distribution policy 11
1.2.2.4 Marketing policy 12
1.3 Factors affecting marketing activities – mix 12
1.3.1 External factors 12
1.3.1.1 Macro factors 12
1.3.1.2 External micro factors 13
1.3.2 Internal factors 14
Chapter 1 Conclusion 14
CHAPTER 2: ANALYSIS OF THE CURRENT STATE OF MARKETING ACTIVITIES - MIX FOR TOBACCO INGREDIENTS PRODUCTS IN
HOA VIET JOINT STOCK COMPANY IN THE PERIOD 2010 - 2013 15
2.1 Introduction to Hoa Viet Joint Stock Company 15
2.1.1 The formation and development process of the company 15
2.1.2 Functions, duties and powers of the company 15
2.1.2.1 On functions and powers 15
2.1.2.2 About task 15
2.1.3 Organizational structure of the company's management apparatus 16
2.1.3.1 Management structure diagram 16
2.1.3.2 Functions and duties of departments 16
2.1.4 Labor 17
2.1.4.1 Labor by department 17
2.1.4.2 Labor by professional level 18
2.1.4.3 Labor force by age 19
2.1.4.4 Labor by gender 20
2.1.5 Business lines 20
2.1.5.1 General industry 20
2.1.5.2 Characteristics of research products and processing technology 21
2.1.6 Market Analysis 21
2.1.6.1 Overview of the tobacco industry and tobacco consumption market 22
2.1.6.2 Company's position in the market 22
2.1.6.3 Target market 24
2.1.6.4 Market positioning 25
2.1.7 Business performance of the company in the period 2010 - 2013 27
2.1.7.1 Analysis of consumption, revenue and profit in business activities at the company in the period 2010 - 2013 27
2.1.7.2 Advantages and disadvantages 29
2.2 Analyze the current status of the company's marketing-mix activities for
Tobacco raw materials products in the period 2010 - 2013 30
2.2.1 Current status of marketing-mix application of the company for tobacco raw material products 30
2.2.1.1 Product policy 30
2.2.1.2 Distribution policy 37
2.2.1.3 Pricing policy 40
2.2.1.4 Marketing policy 43
2.2.2 Quantitative research to assess customer attitudes and satisfaction
goods for marketing-mix policy of Hoa Viet Joint Stock Company 47
2.2.2.1 Research process 47
2.2.2.2 Research model design 48
2.2.2.3 Questionnaire and survey 48
2.2.2.4 Information collection method 49
2.2.2.5 Data processing method 50
2.2.2.6 Research results 51
2.2.3 Factors affecting the company's marketing-mix activities
with tobacco raw material products 58
2.2.3.1 External factors 58
2.2.3.2 Internal factors 61
2.2.4 General assessment of marketing-mix activities at the company for products
tobacco raw materials 63
2.2.4.1 General assessment 63
2.2.4.2 For product policy 64
2.2.4.3 For distribution policy 65
2.2.4.4 For pricing policy 66
2.2.4.5 For promotional policy 67
Chapter 2 Conclusion 67
CHAPTER 3: PROPOSE SOME SOLUTIONS TO IMPROVE THE COMPANY'S MARKETING - MIX ACTIVITIES FOR TOBACCO RAW MATERIAL PRODUCTS IN THE PERIOD
2015 – 2018, VISION 2020 68
3.1 Basis for proposed solution 68
3.1.1 Tobacco raw material market context, opportunities and challenges for
Hoa Viet 68 Joint Stock Company
3.1.2 Development orientation of Hoa Viet 68 Joint Stock Company
3.1.3 Business strategy objectives of Hoa Viet 69 Joint Stock Company
3.1.4 The company's marketing-mix strategy to 2018, vision to 2020 69
3.2 Proposing solutions to improve marketing-mix activities for tobacco raw materials products of Hoa Viet 69 Joint Stock Company
3.2.1 Solution to perfect product policy 69
3.2.1.1 Basis for solution 69
3.2.1.2 Solution content 70
3.2.1.3 Implementation measures 73
3.2.1.4 Expected results 73
3.2.2 Solutions to perfect distribution policy 74
3.2.2.1 Basis for solution 74
3.2.2.2 Solution content 74
3.2.2.3 Implementation measures 75
3.2.2.4 Expected results 75
3.2.3 Solutions to perfect product pricing policy 76
3.2.3.1 Basis for solution 76
3.2.3.2 Solution content 76
3.2.3.3 Implementation measures 77
3.2.3.4 Expected results 77
3.2.4 Solution to perfect product policy 78
3.2.4.1 Basis for solution 78
3.2.4.2 Solution content 78
3.2.4.3 Implementation measures 79
3.2.4.4 Expected results 79
3.2.5 Solutions for establishing a marketing department 79
3.2.6 Complementary solutions to promote marketing-mix activities
with tobacco raw material products 80
3.3 Recommendation 80
3.3.1 For company 80
3.3.2 For the State 81
Chapter 3 Conclusion 81
CONCLUSION 82
LIST OF REFERENCES 83
APPENDIX ..........................................................................................................................A
LIST OF SYMBOLS AND ABBREVIATIONS
STT
SYMBOLS AND ABBREVIATIONS | INTERPRETATION | |
1 | B2B | Business to business |
2 | CKNT | Same period last year |
3 | CPSXKDDD | Work in progress |
4 | CPSXSP | Product manufacturing costs |
5 | CPSXDD | Work in progress |
6 | CTCPHV | Hoa Viet Joint Stock Company |
7 | KH | Plan |
8 | SP | Product |
9 | TCTTLVN | Vietnam Tobacco Corporation |
10 | TP | Finished product |
11 | TH | Perform |
12 | XNCB | Processing plant |