Online marketing planning at Phuong Tung Information Technology Co., Ltd.



First of all, I would like to express my gratitude to the Board of Directors and all the teachers of the Vietnam - Korea Friendship Information Technology College, the beloved school I have been with for 3 years. Please remember the teachers of the E-commerce Department who have provided, imparted and enthusiastically instructed valuable knowledge and expertise, training us in the spirit of studying and working scientifically. That is the solid foundation that helps me quickly integrate into the working environment after graduation and succeed in my future career.

The graduation project is an opportunity for me to apply and synthesize the knowledge I have learned, and at the same time draw valuable practical experiences during the process of implementing the topic. I would like to sincerely thank the dedicated guidance of Mr. Phan Hong Tuan - my direct supervisor who helped me complete the project smoothly. During the implementation process, he was always there to point out the shortcomings and shortcomings I encountered and suggested the best solutions, guiding me to successfully complete today's topic.

I would like to thank my homeroom teacher Ngo Le Quan and my friends - class CCTM04A for giving me advice and practical experiences to help me during my internship and today to better complete my graduation thesis.

Finally, I would like to express my sincere thanks to my family, relatives and friends who have shared, encouraged, helped and created all conditions for me to complete this thesis. I wish my teachers, family and friends good health, happiness and success in life.

Thank you very much!

Student practice

Nguyen Thi Thuy

THANK YOU i

TABLE OF CONTENTS ii

LIST OF TABLES

LIST OF DRAWINGS vii

LIST OF ABBREVIATIONS viii

INTRODUCTION 1

CHAPTER I: THEORETICAL BASIS OF ONLINE MARKETING PLANNING 4

1.1. Some basic concepts 4

1.1.1. Online Marketing 4

1.1.1.1. Concept of online marketing 4

1.1.1.2. The role and goals of online marketing 4

1.1.1.3. Characteristics and nature of online marketing 5

1.1.1.4. Online marketing tools 6

1.1.1.5. Benefits and limitations of online marketing 12

1.1.2. Online marketing plan 14

1.1.2.1. Concept 14

1.1.2.2. Objectives of online marketing planning 14

1.1.2.3. Benefits of online marketing planning 15

1.2. Online marketing planning process 15

1.2.1. Macro and micro environment analysis 15

1.2.1.1. Macroenvironmental analysis 15

1.2.1.2. Microenvironment analysis 17

1.2.1.3. Michael Porter's 5 competitive forces model 18

1.2.2. Analyze target market and determine online marketing goals.

................................................................ ................................................................ .............19

1.2.2.1. Target market analysis 19

1.2.2.2. Determine online marketing goals 19

1.2.3. Building an online marketing strategy 20

1.2.3.1. Product strategy 20

1.2.3.2. Pricing strategy 20

1.2.3.3. Distribution strategy 21

1.2.3.4. Promotion strategy 21

1.2.3.5. Human strategy 23

1.2.4. Action planning 23

1.2.5. Budget planning 23

1.2.6. Testing and evaluation 24

CHAPTER II: CURRENT STATE OF ONLINE MARKETING ACTIVITIES

AT PHUONG TUNG INFORMATION TECHNOLOGY COMPANY LIMITED 25

2.1. Overview of Phuong Tung Information Technology Company Limited 25

2.1.1. History of formation and development 25

2.1.1.1. History of formation 25

2.1.1.2. Company development process 26

2.1.2. Functions, duties and powers of the company 26

2.1.2.1. Function 26

2.1.2.2. Task 27

2.1.2.3. Authority 28

2.1.3. Development orientation 28

2.1.4. Business activities of Phuong Tung Information Technology Company Limited 28

2.1.5. Human resource organization structure 29

2.1.5.1. Organizational structure chart 29

2.1.5.2. Functions and tasks of each department 30

2.1.5.3. Relationship between parts 33

2.1.6. Business performance results of Technology Company Limited

Phuong Tung Computer Science 33

2.1.6.1. Human resources situation 33

2.1.6.2. Company facilities and equipment 36

2.1.6.3.Financial situation 37

2.2. Analysis of the current status of online marketing activities of Phuong Tung Information Technology Company Limited 41

2.2.1 Online marketing activities at Technology Company Limited

Phuong Tung Informatics 41

2.2.1.1. Conditions for implementing online marketing 41

2.2.1.2. Infrastructure 41

2.2.2. Analysis of micro-environment and macro-environment affecting the company's business operations 42

2.2.2.1. Micro-environment analysis 42

2.2.2.2. Macro-environment analysis 44

2.2.3. Analysis of Michael Porter's 5 competitive forces model affecting the company 46

2.2.3.1. Competitive risk of potential competitors 46

2.2.3.2. Supplier Power 47

2.2.3.3. Customer bargaining power 47

2.2.3.4. Threat of substitute products 48

2.2.3.5. Competitive intensity of existing businesses in the industry 48

2.2.4. Analysis of the current status of online marketing activities at the LLC

Phuong Tung Information Technology 49

2.2.4.1.Online marketing activities at Phuong Tung Information Technology Company Limited 49

2.2.4.2.Evaluation of online marketing activities of Cong Thanh Company Limited

Phuong Tung Computer Science has done 52

CHAPTER III: ONLINE MARKETING PLANNING FOR BUSINESS

PHUONG TUNG INFORMATION TECHNOLOGY COMPANY LIMITED 59

3.1. Selecting target market and determining online marketing goals at Phuong Tung Information Technology Company Limited 59

3.1.1. Selecting target market and target customers 59

3.1.1.1. Selecting the target market 59

3.1.1.2. Target customers 59

3.1.2. Determine online marketing goals 59

3.2. Building an online marketing strategy at Technology Company Limited

Phuong Tung Informatics 60

3.2.1. Product strategy 60

3.2.2. Pricing strategy 62

3.2.3. Promotion strategy 62

3.2.4. Human strategy 64

3.3. Online marketing implementation tools 64

3.4. Action Plan 66

3.4.1. Building a website when implementing online marketing for Phuong Tung IT Company Limited 70

3.4.2. Completing and developing infrastructure 70

3.4.3. Product strategy implementation plan 70

3.4.4. Pricing strategy implementation plan 71

3.4.5. Plan to implement the promotion strategy 71

3.4.6. E-commerce human resource development and training plan 71

3.4.7. Building a complete marketing department 72

3.5. Budget planning for implementation 72

3.6. Testing and evaluation 74

3.7. Some solutions for Phuong Tung Information Technology Company Limited according to the survey evaluation form 75

3.7.1. Website completion 75

3.7.2. Promote e-marketing and advertising activities 76

CONCLUSION 78

REFERENCES ix

TEACHER'S REVIEWS x

Plate number

Table name	Page
Table 2.1	Human resource situation of the company through the years 2010, 2011, 2012	34
Table 2.2	Staff allocation in company departments in 2012	35
Table 2.3	Company business premises	36
Table 2.4	Company machinery and equipment	36
Table 2.5	Company balance sheet for the period 2010 - 2012	37
Table 2.6	Business performance report	39
Table 2.7	Financial parameters	40
Table 3.1	Diagram of online marketing implementation at Phuong Tung company in the period 2014 - 2016	68
Table 3.2	Planning costs for implementing online marketing at Phuong Tung company in the period 2014 - 2016	73

Maybe you are interested!

Model Number

Image name	Page
Figure 2.1	Company logo and slogan	25
Figure 2.2	Company website interface	41
Figure 2.3	Company advertisement on website www.muabandanang.vn	50
Figure 2.4	Promotion program of Phuong Tung Information Technology Company Limited	51
Figure 3.1	Online advertising	65