Overview of Thai Tuan Group Joint Stock Company

Reminder

- Maintain brand loyalty

- Maintain brand awareness and image

Image Oriented

- Develop and maintain a favorable image of the manufacturing industries.

- Develop and maintain a good image

- Building and developing brand reputation

- Brand promotion.

Maybe you are interested!

Current Status of Implementation of Export Risk Management Principles of Truong Thanh Wood Industry Group Joint Stock Company.
Evaluation of Financial Analysis Results at Intech Technology Investment Group Joint Stock Company
Overview of the Situation and Factors Affecting the Competitiveness Improvement of Nam Duoc Joint Stock Company
General Overview of Tb 888 Trading Joint Stock Company.
Research on the diet of White Horses to determine the area for planting VA06 grass at the Research and Development Branch of Native Flora and Fauna - Mountainous Mining Joint Stock Company, Tuc Tranh Commune, Phu Luong District, Thai Nguyen Province - 9

Source: Marketing - Joel R Evan, Barry Berman

Table 2.3 Comparison of Advertising Media

PTTT

Advantages	Defect	Fit	Inappropriate
	Highly noticeable, catchy	Hard to aim	Products	Advertisements
	eye; attractive, offense	a component	need to prove	purposeful
Television	wide, high frequency; Make consumers think of quality	demographic certain; Advertising time	or explain by image, Suitable for	make customers act act now
	quantity	short, high cost	construction	(except for the field)
			TH image	information area)

Rated as	Difficult to target	Activities	Fields
	most reliable; Yes	object based	retail use	consumer goods
	enough space to perform	other factors	price to stimulate	day, one
	get the message across	beyond geographical factors	client;	programme
	I come to the guest	reason; time has	Suitable for	Special promotion
Newspaper	goods; usable	short-lived;	campaigns	somehow
	image; Maybe	Quality images	Short KM
	aim at an object	low volume
	demographics	easily overlooked news
	some basis on	or read briefly.
	geographical factors
	Can be targeted at	Interruption time	Any product	Promotion
	reader-based	length between two	what the consumer	commerce
	on demographics	edition	use bear throw away	in time
Magazine	or relationships special mind; time		time to see image; good	short or product product/service
	long lasting,		for construction	out of date
	select readers,		TH
	good print quality
	Relatively accurate	Can be cut off	Depends on the content	Loose products
	in aiming at	even before	website content;	buy in bulk
	an object	read; application	Web Time Example	large quantity; product
	can even	listening technology	page is good for	necessary product
Internet	edit message target each fish	modern look can make those	cosmetics; makeup information web	Buy Now
	person; if you have	machine with configuration	science likes
	given the opportunity, then possible	weak do not read	suitable for goods
	ability to read very well	can be; can be	electronic...
	high; ability to apply	consider spam

uses a wide variety of audiovisual technology

Source: htth://www.makertingchienluoc.com

Table 2.4 Differences between BTL and ATL

Criteria

ATL	BTL
Object	Targeting the entire target customer group. The ATL communication channel used can reach the target consumers at the same time.	Target a narrower range of consumers than the overall target consumer group
Purpose	Build brand recognition and promotion by creating emotional values about the brand's theme and personality.	Create customer loyalty, by inspiring and inspiring consumers, motivating them to learn about and use the product.
Interactivity	Very low, one-way brand information (from business to consumer).	Quite high, multi-dimensional information connects and creates interaction between marketers and individual customers.
Measure results	Through media channels such as television, newspapers, magazines... the effectiveness of advertising can be measured relatively accurately. However, some other forms of media are very difficult to determine: outdoor advertising...	Measured fairly fully and accurately. For example, how many samples were distributed, how many people attended a sponsorship program or event, and how much love or hate was there for the activity?
Work	Connect with the media	Less use of media

Source: http://marketing.forumotion.com

2.2 Research methods

2.2.1 Information collection method

2.2.1.1 Secondary data collection methods

Secondary data collection method helps to provide previously researched data, to provide preliminary information, as a basis for deciding on a research topic. This is one of the relatively effective but less expensive methods.

Collect secondary data on business results of Thai Tuan Group Joint Stock Company; costs for brand promotion activities are collected and synthesized mainly from the company's Marketing Department.

 Desk research: This method is used to collect databases related to consumer behavior towards current home wear through information sources from: books, newspapers, magazines, internet, television, websites and other media... when researching external macro factors.

2.2.1.2 Primary data collection methods

This method provides the most important and valuable information, helping the topic to solve specific problems in the research process. Due to limitations in time, budget and human resources, the topic only uses a few methods, specifically as follows:

Expert interview method

Conduct interviews with industry experts who have a lot of practical experience and a comprehensive vision and can give fairly accurate assessments of the market and make predictions and future trends.

Non-probability sampling method

The method of selecting samples by convenience, which means sampling based on convenience, mainly focused on interviews at Thai Tuan showroom to directly ask interviewees with a sample size of n=100 people.

Interview method through questionnaire

Interview method is an important method in collecting information system for research. To conduct interviews, use

The questionnaire tool is designed with 2 forms: closed questions and open questions suitable for the research objectives of the topic.

The questionnaire structure consists of 3 parts:

- The screening section aims to find the target audience of the research.

- The content section aims to know the level of awareness of the target audience for each brand, the factors affecting the consumer's purchasing decision process, their level of interest and evaluation of the company's activities, and consumers' wishes and opinions on SILKI's services and product quality.

- The final part collects information about the income and occupation of the interviewee.

The interviewees were women aged 18-60 who came to buy SILKI products at Thai Tuan showrooms in Ho Chi Minh City. In addition, the author also had a discussion with the company showroom staff to get some other necessary information.

Through this method, we aim to know the level of consumer preference for the SILKI brand and competing brands, know the factors that influence the purchasing decision process, thereby indicating the evaluation and level of consumer satisfaction with SILKI.

2.2.2 Data analysis and processing methods

Includes the following steps: coding, data entry, selection, processing and analysis of research results to understand the problem and find solutions.

- Coding: coding data from the questionnaire into SPSS software.

- Data entry: after interviewing 100 questionnaires, enter data into the encrypted file.

- Selection: select appropriate variables to process in order to produce results for the information to be collected.

- Processing: Use analytical tools in SPSS software to process collected information, thereby obtaining results.

- Analyze the results of processing, evaluate, and synthesize the interrelationships of different individual issues to get a comprehensive and unified view.

 Difference comparison method to compare the indicators of the analyzed period with the base period

 Statistical methods to describe the results of actual surveys.

Graphical representation of data in which graphs describe data or help compare data

Represent data in tables and charts that summarize the data

Summary statistics (in the form of single statistical values) describe the data.

SWOT analysis method

The SWOT matrix is used to list the opportunities and threats of the external environment that directly affect the business; the strengths and weaknesses within the business. Based on the relationship between the factors, appropriate strategic solutions will be selected through the combinations of strengths/opportunities (S/O), strengths/threats (S/T), weaknesses/opportunities (W/O), weaknesses/threats (W/T).

SWOT

O: List the main opportunities

T: List the major threats

S: List the

main strengths

S/O: Leverage internal strengths to exploit opportunities

outside.

S/T: Leverage internal strengths to prevent or limit

external risks

W: List the

main weakness

W/O: Reduce internal weaknesses to take advantage of external opportunities

outside.

W/T: Reduce internal weaknesses to prevent or limit threats

external risk

S: Strengths, W: Weaknesses O: Opportunities, T: Threats

Thus, the purpose of using the SWOT matrix to analyze environmental factors is to create ways of coordination between internal factors of the enterprise and corresponding external environmental factors and to propose response solutions that are oriented, scientific, practical, and cost-effective.

Feasibility…This is one of the important bases that helps managers choose effective strategies.

CHAPTER 3

OVERVIEW

3.1 Overview of Thai Tuan Group Joint Stock Company

3.1.1 Company Overview

 Company name: Thai Tuan Group Joint Stock Company

 English name: Thai Tuan Group Corporation

 Business registration certificate number: 048102 dated December 29, 1993

 Chairman of the Board of Directors and General Director: Mr. Thai Tuan Chi

 Registered capital: 29,000,000,000 VND

 Business lines: weaving, dyeing, industrial sewing, production and trading of textile materials, products from PE, PP plastic paper materials...

 Field of operation