of the business. To operate and survive in the market for a long time, the Company needs to understand and analyze the marketing environment and its components properly.
Develop a marketing environment analysis information system to collect, analyze, interpret and disseminate information in a timely and systematic manner from both internal and external sources on a regular and continuous basis to make accurate and effective marketing decisions. The information system needs to be established according to each specific system such as:
- Internal reporting system
+ Invoice - shipping - ordering system
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The heart of the internal reporting system is the invoice-shipment-order cycle. Sales representatives, dealers, and customers submit orders to the company. The ordering department creates invoices and forwards them to the various departments. Out-of-stock items are reordered. Shipments are accompanied by shipping documents and bills of lading, which are also copied and sent to other departments.
+ Sales reporting system
After the goods have been sold, the marketing manager needs to be informed of the sales situation reports updated regularly. Having a firm and timely grasp of the sales situation and orders will help the Company quickly process orders, reduce inventory, improve customer service and receive better conditions from suppliers.
+ Set up reporting system according to user requirements
The company's marketing information system must be designed to provide all that marketing managers really need and to be economically feasible. To do this, the designers of this information system need to consult with all marketing managers, such as product managers, sales managers, and company sales representatives to find out their information needs. On the other hand, the designers of internal information systems, on their part, need to determine what information
Which are necessary and useful for managers in making marketing decisions?
- Marketing intelligence system
Looking at information without a purpose. General exposure to information for which the manager has no clear purpose in mind.
Purposeful information viewing. Directed exposure, without much searching, to more or less clearly defined areas or types of information.
Informal information seeking . A limited and undirected effort to obtain specific information or information for a specific purpose.
Formal information seeking . A selective effort, usually following a pre-established plan, procedure, or method, to obtain specific information.
Common sources of marketing intelligence include: books, trade publications, and conversations with customers, suppliers, distributors, other managers, and company employees.
To improve the quality of providing timely and valuable information, many companies need to make some improvements to their information delivery systems such as:
+ Mobilize and train sales force to quickly detect and provide information about market and customer developments according to pre-determined report templates and classify what information needs to be sent.
+ Motivate distributors, retailers and other intermediaries to provide important intelligence to the Company.
- Purchase information from outside suppliers, such as consulting firms, marketing research centers, etc.
+ Establish an internal marketing center to collect and provide marketing intelligence.
To get better results in marketing environment analysis, market research accurately forecasts the demand for each type of vehicle, especially when preparing
When assembling and manufacturing a new product, businesses need to be more serious about this work to have the right product policy, prolong the product life in the Vietnamese market, and bring long-term effectiveness.
3.2.2. Complete the Marketing plan
+ Work on building corporate platform.
The company specializes in manufacturing and trading construction materials for customers in the domestic and international markets. The company's goal is to bring customers products with the best quality, the most beautiful designs, the best prices with the most dedicated attitude.
The Company’s platform or vision is the same as any other manufacturing enterprise, which is to serve customers in the best way by providing good quality products at the most affordable prices. However, with such a broad platform, the Company will have difficulty in building specific action strategies to pursue the business’s goals.
+ Work on building business missions.
With the goal of providing customers with the best products, the most beautiful designs, the best prices with the most dedicated attitude, the Company has proposed solutions from the stage of importing raw materials, through the production process, quality control, until the products (Gears, tractor shafts, machine parts ...) are sold to customers, as follows:
- Search for domestic and foreign suppliers with good quality, cheap price and reputation.
- Strengthen and develop the production department so that products are launched on time to meet customer requirements.
- Strengthen the supervision steps in the production line, and the final product quality inspection step. Ensure that the products leaving the factory must meet the quality standards.
- Establish and consolidate the sales agent system, make requirements for the sellers to best serve the customers' needs.
+ Business development strategy
It can be said that the Company applies all 3 development strategies: in-depth development, integrated development and broad development.
- In-depth development : In reality, the Company has not fully utilized the inherent capabilities of the product and has not fully exploited the market opportunities. Therefore, the Company applies the in-depth development strategy to penetrate deeper into the market with stronger marketing plans and solutions to increase consumption. To achieve this, the Company offers solutions such as promotions, reducing product costs, participating in industrial fairs to promote the brand, increasing business opportunities with new customers.
Expanding or developing the market: As one of the strategic goals of the Company, in the context of increasingly fierce competition in the economy in general and the mechanical industry in particular, finding new customers is extremely necessary. This type of deep development strategy helps the Company have a diverse and increasingly expanding customer system, not dependent on one or a few main customers.
Product development: In addition to implementing the strategy of penetrating deeper into the current market, expanding and developing new markets, the company also focuses on investing in production, in order to diversify and innovate the Company's products and designs, with the goal of retaining old customers and attracting more customers of competitors.
- Consolidated development : The company implements a forward consolidation strategy by consolidating workshops, investing in research to launch new mechanical products with the goal of being self-sufficient in raw materials.
- Expanding in breadth : The company adds to its business lines the service business areas: interior design, real estate...
3.2.3. Complete planning of Marketing mix programs
a. About product policy
For new product development policy, it will include both improving current products and developing new products.
* For improving current products:
- About product design:
Currently, when there is a large oversupply in the market, businesses will use design, quality, and price factors in competition. For a tile product, the product design is even more important, which can lead to the customer's decision to buy because the floor, like the interior decoration... will be noticed as soon as entering the house, contributing to the beauty of the house and construction works.
The designs of Vigracel's tile product lines and tile brands have long been appreciated by customers as diverse, with product designs frequently changed. Many designs are very popular with customers because of their colors and decorative patterns.
In the coming time, the company's Laboratory needs to pay attention to sample testing and sample mixing, combined with the advice of the Sales Department and the Market Department to be able to create suitable and customer-favored samples. Especially in the matt enamel product line, it is necessary to pay attention to wood grain, stone grain, and cloud grain samples because the current trend of consumers often prefers things close to nature, while the price of wood and stone products is quite high, this is a suitable choice for the general preferences and income of consumers.
- Regarding product packaging: It must be recognized that packaging is not only a material for packaging and protecting products, but on the other hand, packaging also creates an image of the company and brand, creating the ability and concept of product improvement. Therefore, for product packaging, in addition to paying attention to the quality of the packaging, which must be durable and help limit impact and scratches, the company also needs to pay attention to the color of the packaging. Each tile brand should have a packaging with a different characteristic color so that customers can easily recognize it, and the information must also be printed clearly and sharply, avoiding the situation of ink smudging when exposed to water as in the past. This will contribute to creating a good impression of the company's image with customers because products with good quality and rich designs must reflect that even on the product packaging.
- Improvement in product quality:
In addition to product design, product quality is also a key issue leading to customers' purchasing decisions. Compared to products of major competitors such as Dong Tam and Vigracera, the quality of the company's products is not superior, there are no high-end products but are mainly suitable for ordinary customers with average incomes or higher. In addition, recently, many products have not met quality standards, type I products do not meet production plans, some products have color deviations, the rate of broken tiles when transported to distributors exceeds the allowable rate and must compensate for the broken rate. This affects the business activities and reputation of the products in the market. To improve product quality and enhance the competitiveness of products in the market, the company must do the following jobs well:
- First is to improve quality right from the design, testing and mixing of product samples: The department that must pay attention to at this stage is the Laboratory - where product samples are born. In addition to the standard technical parameters on size, flatness, load-bearing capacity, etc., it is necessary to pay attention to the coordination of enamel, time, and temperature to have a complete product sample that meets both the quality of the bone as well as the enamel and screen printing. The design and testing stage of the product is the first step to evaluate whether the product is suitable for the needs of the customer or not, whether the quality of the product is guaranteed when produced on the production line and whether to decide to produce that product sample or not. Doing this step well will help improve product quality and better meet market requirements.
- Quality control during production: When a product is decided to be put into production, there must be supervision of the operation process to ensure that the production process complies with the design, sample testing and glaze. During the production process, special attention must be paid to the stage of making raw bricks and the stage of mixing glaze ingredients for glazing and screen printing as well as the product firing time. Strict control of these stages will ensure 80% of the production of a good quality product.
In the production process, in addition to controlling the production process, attention must also be paid to improving labor productivity and promoting the creativity of workers through reward policies for workers with initiatives that help the production process become more efficient, save costs, as well as those with high labor productivity. These reward policies will be specifically regulated and announced on the company's bulletin board, encouraging the working spirit of employees.
During its production process, the company must maximize the capacity of its machinery, promptly meet customer requirements during construction season, improve technology as well as regularly maintain machinery and production lines to ensure stable and continuous operation.
- Ensuring quality right from the supply stage: the company needs to be proactive in balancing the amount of raw material reserves, selecting suppliers with high quality and reasonable prices. The company needs to take advantage of its advantages because the company's production location is located in the rich raw material area of Vinh Phuc province, with cheap prices and good quality, and quite convenient for transportation. Being proactive in the source of input materials has also helped the company save costs and have competitive prices compared to its competitors.
* For new product development:
The main product of Viglacera company is currently 40x40cm ceramic tiles and these tile lines mainly serve the common customer segment without a high-end tile line to serve the high-demand customer segment in its market. In order to meet these customer groups as well as increase its competitiveness, the company can base on its financial capacity, research and design capacity as well as market demand to develop high-end product lines. Of course, developing new products will require research and development costs as well as the cost of installing new production lines, but developing this product line will help the company increase sales, satisfy new customers that have not been exploited by many companies, stretch the product structure upwards, and increase the company's competitiveness.
For floor tiles, it is necessary to focus on in-depth investment in technology, improving quality and diversifying products, investing in new product design, applying the latest decoration technology such as roller printing, inkjet printing, creating unique rough and matte glazes to increase competitiveness.
To develop new products, the company must conduct market research, investigate market demand, design new products, conduct trial production and test customer reactions. According to the feedback from distributors and as investigated the market situation, the company should start a project to produce a new product, which is a semi-porcelain product. Compared to the ceramic products that the company is producing, this product has a difference in the process of making the brick body. In normal products, the brick body is made from a mixture of clay, kaolin, liquid glass, and crushed feldspar, while in the new product, stone powder is added, helping the product to be more solid, anti-warping, resistant to force and waterproof. This feature helps the product have a hard body like granite tiles but does not lose the advantages of ceramic because it is still glazed and printed with patterns, so the designs will still be rich and diverse.
This new product will have a higher price due to increased costs but will have good quality, ensuring a product with hardness and rich designs that can meet the needs of customers who have strict requirements on product quality and design. Along with the new product, the company can provide additional services such as customer consulting services or transportation services...
b. About pricing policy
Price is an important factor, greatly affecting the production and business results of the enterprise. Therefore, pricing also becomes extremely important for those in charge of marketing, pricing is the only argument that can translate into a potential business into reality. Successful pricing will help the enterprise increase profits, expand the market, improve competitiveness... But if it is not successful, it can bring temporary results but in the long run it will be counterproductive. There are many ways to conduct pricing for products, but which method to use must be considered.