25 MARKETING SOLUTIONS FOR NEW PRODUCT AT GATTNER VIETNAM

MINISTRY OF FINANCE
ACADEMY OF FINANCE
--------------------

Student

: Cao Thanh Thư

Group

: CQ55/ 51.01

GRADUATION THESIS
TOPIC:
MARKETING SOLUTIONS FOR NEW PRODUCT AT GATTNER
VIETNAM

Major

: English for Finance and Accounting

Student code

: 17522202010025

Supervisor

: M.A Tran Huong Giang

Hanoi – 2021

Academy Of Finance

Graduatinon Thesis

DECLARATION
I, Cao Thanh Thư, hereby declare that this thesis and the study presented in it
are my own and have been generated by me as a result of my own original research.
Thesis: “Marketing solotions for new product at Gattner Vietnam”
Hanoi, May 24th 2020
Student

Cao Thanh Thư

Cao Thanh Thu

CQ55/51.01


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Graduatinon Thesis

ABSTRACT
This study look at the methods of improving Marketing for new product at
Gattner Vietnam company. The paper aims at finding out the achievements and
drawbacks in Gattner Vietnam‘s marketing activities, and more importantly,
suggesting main methods to improve the efficiency of marketing at the company. In
order to achieve these aims, the graduation paper surveys the current performance
of marketing activities in the company and point out whether it is effective or not.

From received results, the study argues the most practical implications at Gattner
Vietnam to improve the efficiency of marketing at the company in the future years.

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ACKNOWLEDGMENTS
I would like to express my deep gratitude to all those who have given me the
possibility to complete this graduation thesis. In preparing this graduation thesis, I
have had generous help and advice from my teachers, my colleagues, my family and
my friends. I would like to express my great thanks to all of them.
First of all, I would like to express my deepest gratitude to my supervisor,
M.A. Tran Huong Giang, lecturer of Academy of Finance, for her guidance and
instructions. It is whole-heartedly appreciated that your great advice for my study
proved monumental towards the success of this study.
Second, I wish to show my sincere thanks to all my teachers at Academy of
Finance, who have provided me with worthy lessons throughout 4 years of study.
Moreover, I am indebted to the staffs of Gattner Vietnam Company for their
valuable supports during the internship. I am extremely thankful and indebted to
them for sharing expertise, and sincere and valuable guidance and encouragement
extended to me.
Furthermore, I would like to send my loving thanks to my family whose
great love and care in both spirit and health to encourage me to complete the thesis.
Last but not least, I also place on record, my sense of gratitude to one and all,

who directly or indirectly, have lent their hand in this thesis.

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TABLE OF CONTENTS
DECLARATION........................................................................................................i
ABSTRACT..............................................................................................................ii
ACKNOWLEDGMENTS........................................................................................iii
TABLE OF CONTENTS.........................................................................................iv
LIST OF TABLES...................................................................................................vii
INTRODUCTION.....................................................................................................1
2. Aim of the study.................................................................................................2
3. Methods of the study..........................................................................................2
4. Scope of the study..............................................................................................2
5. Organization of the study...................................................................................3
CHAPTER 1: LITERATURE REVIEW OF MARKETING.....................................4
1.1.

OVERVIEW OF MARKETING.....................................................................4

1.1.1.

Definition of Marketing............................................................................4

1.1.2.

Basic concepts of Marketing....................................................................4

1.1.3.

Marketing Classification...........................................................................8

1.1.4.

Marketing Mix..........................................................................................9

1.2.

METHOD AND CRITERIAL ASSESSING OF EFFECTIVE MARKETING IN THE

COMPANY............................................................................................................... 10
1.2.1.

Based on Revenue...................................................................................10

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1.2.2.

Based on Customer reviews....................................................................11

1.2.3.

Based on Social network indicators........................................................11

1.2.4.

Coverage of the business........................................................................13

1.3.

FACTORS AFFECTING MARKETING ACTIVITIES OF COMPANY.....14

1.3.1.

Macro environment in marketing............................................................14

1.3.2.

Micro environment in Marketing............................................................15

CONCLUSION CHAPTER 1.................................................................................17
CHAPTER 2 : MARKETING ACTIVITIES AT GATTNER VIETNAM...............18
2.1.

OVERVIEW OF GATTNER VIETNAM......................................................18

2.1.1.

General information of Gattner Vietnam.................................................18

2.1.2.

History of development..........................................................................18

2.1.3.

Organization structure.............................................................................20

2.1.4.

Human resource situation at the company..............................................21

2.1.5.

Product....................................................................................................22

2.1.6.

Production...............................................................................................22

2.2.

PRACTICAL SITUATION OF MARKETING ACTIVITIES AT GATTNER

VIETNAM..............................................................................................................23

2.2.1.

Analysis of the business environment.....................................................23

2.2.2.

Marketing strategies in Gattner Vietnam.................................................25

2.2.3.

Business performance of Gattner Vietnam from 2014 to 2017...............33

2.2.4.

Customer reviews on new product of Gattner Vietnam...........................34

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2.2.5.
2.3.

Graduatinon Thesis

Market coverage of Gattner Vietnam......................................................35

ACHIVEMENT AND LIMITATION OF MARKETING ACTIVITIES

WHEN LAUCHING NEW PRODUCT AT GATTNER VIETNAM.......................37
2.3.1.

Company’s achievements when lauching new product ..........................37

2.3.2.

The shortcomings in marketing campaign when launching a new product

of Gattner Vietnam...............................................................................................39
2.3.3.

Price restriction.......................................................................................39

2.3.4.

Distribution restriction............................................................................39

CHAPTER

3:

SOME

SOLUTIONS

TO

IMPROVE

EFFICIENCY

OF

MARKETING AT GATTNER VIETNAM.............................................................41
3.1.

ORIENTATIONS AND OBJECTIVE FOR THE FUTURE DEVELOPMENT AT

GATTNER VIETNAM .............................................................................................41
3.1.1.

Orientation for the future development at Gattner Vietnam....................41

3.1.2 Objectives for the future development at Gattner Vietnam..........................41
3.2.

RECOMMENDATION TO IMPROVE EFFICIENCY OF MARKETING AT

GATTNER VIETNAM.............................................................................................42
3.2.1.

Solution to the production restriction......................................................42

3.2.2.

Solution to the pricing restriction............................................................43

3.2.3.

Solutions to the distribution restriction...................................................45

3.2.4.

Solutions to the promotion restriction.....................................................47

GENERAL CONCLUSION....................................................................................51
REFERNCES..........................................................................................................52

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LIST OF DIAGRAM

Diagram 3.1. Organizational structure of marketing department........................50
LIST OF TABLES
Table 2.1 : The business performance of Gattner Vietnam from 2014 to 2017.......33
Table 2.2: Statistics table of stores that import and sell products of Gattner Vietnam
and Eurowindow......................................................................................................35
Table 2.3: Sales statistics at Gattner Vietnam and Eurowindow stores....................36

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INTRODUCTION
1.Rationable of the study
In the world economy, marketing is considered as an important tool to archive the
highest profit for the business manufacturers, especially in the developed economic
conditions, the producers’s fate is closely tied with the destiny of product and goods
they put on the market. That is why the company knows to choose the main product
the use of effective tools for development is decided survival of the company.
Marketing in Vietnam has become very important and being taken care of over the
past decade. New technologies, new approaches, new ideas and channels of
marketing and promotion. The advent of the Internet and the development of
technology broke the marketing stance into two opposing lines (traditional and
digital). Thank to it, the “mission” of the marketing is expanded , broader and more
comprehensive, more interactive , beyond the scope and goals of simple marketing

and business.
.Currently, many foreign enterprises entering the Vietnamese market have failed
because of their marketing strategies such as Uber,Gloria Jean’s Coffees or
AirAsia...When entering the Asian market five years ago, Uber was successful. It
has been a great success in the US market and many major cities in Europe. Uber
quickly entered the Southeast Asian market and in 2014 it officially entered
Vietnam.. Uber has adopted its model of success in the US, but that does not mean
its success in Vietnam and the main cause of failure is the lack of understanding of
Vietnamese culture. Therefore, it is extremely important to choose the right
marketing strategy when launching a new product to consumers.
Gattner Vietnam Co.,Ltd is a 100% foreign invested company. The company uses
the lastest and most modern technologies of the world, has the advantage of a long
experience and long-term partnerships with two traditional supplies : INOUTIC va
WINKHAUS. Howerer, the company entered the Vietnamese market later than
competitors such as Eurowindows,EBM. This is one of disadvantages and

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challenges of introducing new products from the company while the competitors’s
product s have built up the trust of customers. In the addition, the lack of effective
use Internet in introducing products to cutomers is also a drawback while customers
are increasingly shoppong online today.Therefore, a marketing strategy for new
product is esstial to broadly advertise the product as well as to build customer trust.

During my training time at Gattner Vietnam, being aware of the important role of
in the operation and development of a company, as well as based on knowledge
learned at school and practical experiences I got from the internship, I decided to
choose the topic “ Marketing solutions for new products of Gattner Vietnam Co.,Ltd
” as my graduation thesis title.
2. Aim of the study
The aim of this study is to understand the current situation of Marketing
activities for new product at Gattner Vietnam Co.,Ltd and therefore, to suggest
strategies and solutions to improve and strengthen the efficiency of Marketing
activities for new product at Gattner Vietnam Co.,Ltd .
3. Methods of the study
Based on knowledge at university, books and self-accumulation and to these above
objectives, several methods of studying the thesis are used as follow:
Figure collection: from websites of Gattner Vietnam Co.,Ltd, books, internet and
internal information of the corporation.
Inductive, deductive and statistical method
Figure comparison, data evaluation, judgment and conclusion.
Method of analyzing, summarizing, synthesizing materials and books from the
theoretical background.
4. Scope of the study
The study is performed at Gattner Vietnam Co.,Ltd, at Bich Hoa,Thanh Oai,Ha
Noi,Viet Nam. The study is based on data provided by the company from 20172019 . The object of the study is Marketing solution for new product of the
company.

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5. Organization of the study
Besides the Introduction, Conclusion and References, the thesis includes 3
chapters:
Chapter 1 - Theoretical Background of Marketing: This chapter provides a
general overview of Marketing
Chapter 2 - Current situation of Marketing at Gattner Vietnam Co.,Ltd: The
main part of the thesis which gives the overview of and the current situation of
Marketing in this corporation.
Chapter 3 - Some solutions to improve efficiency of Marketing for new product at
Gattner Vietnam Co.,Ltd: This chapter gives the orientations for the future
development of Gattner Vietnam and provides some practical recommendations and
solutions to improve the efficiency of Marketing for new product of this company.

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CHAPTER 1: LITERATURE REVIEW OF MARKETING
1.1. OVERVIEW OF MARKETING
1.1.1.

Definition of Marketing

Marketing is a very broad term that is difficult to define. Marketing, more than any
other business function, deals with customers. Creating customer value and
satisfaction are the heart of modern marketing thinking and practice. The two
important goals of marketing are to attract new customers by promising superior
value and to keep current customers by delivering satisfaction.
According to the American Marketing Association (1985), “Marketing is the
activity, set of institutions, and processes for creating, communicating, delivering,
and exchanging offerings that have value for customers, clients, partners, and
society at large.”
Philip Kotler’s definition of Marketing in 2012 is that “Marketing is a social and
managerial process by which individuals and groups obtain what they need and
want through creating and exchanging products and value with other”
Marketing as a discipline involves all the actions a company undertakes to draw in
customers and maintain relationships with them. Networking with potential or past
clients is part of the work too, and may include writing thank you emails, playing
golf with prospective clients, returning calls and emails quickly, and meeting with
clients for coffee or a meal. At its most basic level, marketing seeks to match a
company's products and services to customers who want access to those products.
Matching products to customers ultimately ensures profitability.
1.1.2.

Basic concepts of Marketing
1.1.2.1.

Needs, Wants and Demands

Most basic or core concept of fundamental marketing is that of human needs, wants
and demands. These are explaining below.

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1.1.2.1.1.

Graduatinon Thesis

Needs

Identifying of unfulfilled needs is the pre-condition of making successful of
marketing activities. Marketers try to satisfy the needs of customers. Human needs
are the one kind of deprivation of one thing of basic satisfaction. A need is a
thinking of mind that reflects the lackness of something. Actually, needs are felt of
deprivation. Marketers normally did not create these needs but they find these
needs.
So, needs are the deprivation and satisfaction. For example, needs are food,
clothing, warmth, safety, shelter etc.
1.1.2.2.
Wants
Wants are the options of satisfying needs that shaped by culture and
individual personality. Human beings must require food but what type of
food they will take that is depended on cultural and social of individually.
One person may like a burger but another person might like rich food.
Maximum satisfaction of customers need depends on the quality of a
product. Our assets are limited but our wants are many, for the reason
marketers try to fulfill on creating satisfying of unlimited wants by limited

assets.
1.1.2.3.
Demands
When needs arise, wants became for specific products that are backed by the
ability and willingness of consumers to buy the products that is call
demands. In demand, there is a vital relation with time. Not all wants are
transfer into demand. The wants become demand when the wants are
supported by ability and willingness to buy. Need is a one kind of wish, want
is a selected process of need and the selected thing when it fulfill the ability
and willingness then it become the demand.
Thus, a rich man has demand for a Mercedes Car. In addition, rich man will
buy it next month. It is a demand for rich man. But it is need for middle class
person and want for poor man. All are actually classified by Money, ability,
and willingness

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1.1.2.4.

Graduatinon Thesis

Marketing Offerings

Marketing Offering is that making ensuring of consumers satisfaction. Marketing
offer is one kind of offer that marketer makes as per requirements of a consumer.

The marker try to offer standard product that satisfy the need of a consumer in terms
of quality, quantity, price etc. Marketing offering can be ‘tangible’ or intangible’.
The marketing offering is explaining below.
1.1.2.4.1.

Products

Product is a thing that give the satisfaction of customers. It is provided the
satisfaction of physical and psychological both. Actual, product features are color,
branding, packaging, labeling etc. There are two kinds of product is available that
are tangible and intangible. Marketing consider product benefits and services.
Therefore, product is very important for marketing offering because marketing
offering is fully dependent on product.
1.1.2.4.2.

Services

All kinds of things that are offered to a market to satisfy human needs or human
wants or consumers that is called Services. Service is a work or benefit that is given
to one party to other party. Service is intangible. For example service of doctor,
lawyer, mason, tailor, hotel service, training service, security service, entertainment
service, beauty parlor service etc.
1.1.2.4.3.

Experiences

Experience is acquired real knowledge about any thing. Experience is to do, to see,
to feel something by acquired knowledge or skilled. The company wants his
experience to do better in future. By using experience company ordered to manager
to make marketing process. Experience in marketing has an experimental value.

Normally in business, experience is very important. Some kind of business
organization does not want to appoint their employee without having experience of
this job. A company provides more facility or increase salary or gives promotion of
manager or other employee only for experience.

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1.1.2.5.

Graduatinon Thesis

Value and Satisfaction

Value and satisfaction is very important on marketing core concept. They are
explained below in details.
1.1.2.5.1.

.Value

Value is the capacity of a product or service. Normally value is determined by the
level of satisfaction of customers. If satisfaction level is low, it means the value of
the product is low and consumer will leave this product. Customers always think
about value of a product when they go to buy this product. It is ever-present in their
minds about value of a product. Actual, value is the difference between consume of
a product and the cost of buy this product. Customers spend money, give time,
power and mental labor for buying a product. For this reason, the consumer wants
the best value of a product.
1.1.2.5.2.

Satisfaction

Satisfaction is like a desire of mind that can not be measured or it can not be
quantified. Actual, the purpose of marketing is the satisfaction of customers by
creating value of a product and make a long-term relationship to customers. The
satisfaction of customer is also depended on quality of the product or the quality of
the service provided. You have to be careful as a marker in setting your costumers
satisfaction level too low. Then your customers will go to your competitors. On the
other hand, if you set your satisfaction level too high that you can not achieve then
also your customers will go to your competitors. So, you have to determined the
level of satisfaction as middle or normal so that the customers come back and buy
your product again.
1.1.2.6.

Exchanges and Relationships

Exchange and relationship is always very important in core concept of marketing.

Exchanges and relationships are explained in below in details.
1.1.2.6.1.

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Exchange is very basic concept of marketing. In fact, another name of marketing is
exchange. Producers and manufactures are trying to make available all sorts of
goods that are needed by the society. Exchange is one kind of activity that creates
value and this value is provided to other party. In exchange money is always
needed. Without money the exchange process is not possible. Every company
products are exchange for money. Marketers provide product, service and idea to
the customers in exchange of money.
1.1.2.6.2.

Relationship Marketing

Customer is the king in the business. If you want to grow up your business, you
have to create a good relationship to customer. You have to keep always busy to
make happy of customers by satisfying his or her needs in terms of quality, price,
time, quantity, regularly in supplying. In relationship, the quality of product is very
important. If the customer understands the quality, value or facilities of your

product he will build the goodwill for your company by telling his friends and
relatives because of which this way customers increase.
This think has also negative side and that is customer will be dissatisfied for boring,
inequality product. So, if you want to run your business in long-term you have to
create a good and long-term relationship to customers for longer lasting loyalty.
1.1.2.7.

Market

Marketing follows market. Market is a set of present and future buyer. Market is a
place where buyers and sellers are come in touch with detailed information about
what sellers are offer and what buyers are ready to buy. Some people do not say that
in market a place should stay. But a market is where different types of transactions
happen that is also call market. In market, the goods flow from the sellers to the
buyers and money flow from buyer to reach sellers to complete the exchange.
1.1.3.

Marketing Classification
1.1.3.1.

Material forms of exchanging process

Business Marketing
Non - business Marketing
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1.1.3.2.

Graduatinon Thesis

Scope of application

Marketing for company
Marketing for industries
Marketing for countries
1.1.4.

Marketing Mix
1.1.4.1.

Product

A product is the heart of the marketing mix. All marketing activities begin with the
product. The product is not a physical entity alone; it captures the whole tangible
and intangible aspects like services, personality, organization, and ideas.
Without a product, we have nothing to price, promote or place. Hence, of all the 4

Ps the Product is the most elemental P.
Here, it is essential to understand the term product mix concerning marketing. The
product mix is the whole range of products a company offers to its customers. Say,
for instance, Apple an authority in electronic brand commands loyalty as a pioneer
of mobile technology and e-devices. Suppose, Apple decides to expand its product
line with a new Apple sports shoe. Thus the product mix of Apple.Inc will cover
mobile phones, tablets, iPods, watches and the new one in line the Apple shoes.
The decisions regarding product mix will depend on many factors like: design,
features, brand name, product variety, quality, services, packaging, returns, etc.
1.1.4.2.

Price

Price is the monetary value that has to be paid by a customer to acquire or own the
product of a company. It is the critical revenue-generating component of the firm.
Pricing decisions should be taken with great care, as it is a double-edged sword. If
your product is priced too high, it may exude a feeling of high quality. At the same
time, it will make your product placing to limited and standard stores. So the
marketer must know the art of wielding this dangerous sword of pricing.
The pricing mix decisions need to consider the below marketing variables :methods
of pricing; policies; strategies, allowances; discounts, rebates, payment period,
credit policy
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1.1.4.3.

Graduatinon Thesis

Promotion

It aims to serve two objectives. One, it informs the potential customers about your
product and secondly, it persuades them to buy your product. The promotion mix
will thus include the various means that you can use to communicate with the target
audience. An effective promotion mix will ensure good sales and a marketer must
strive to create a conducive environment.
The main elements of a promotion mix are:advertising ,personal selling, public
relations, direct marketing, publicity -social media, print, etc.
1.1.4.4.

Place

Place or physical distribution deals with the transfer of ownership of the product
from the manufacturer to the customer.
The margin of your profit depends on how quickly you can turn over the goods. The
more swiftly the products reach the point of sale, the more likely are the chances of
satisfying the customers and increase brand loyalty. Hence the Place factor is
crucial in ensuring your product’s competitiveness in the market.
The following are the elements of a distribution mix : channels of distribution,
warehousing decision, product handling, transport, inventory control, order
processing, coverage
1.2. METHOD

AND

CRITERIAL

ASSESSING

OF

EFFECTIVE

MARKETING IN THE COMPANY
1.2.1.

Based on Revenue

One of the most common metrics of success of a marketing campaign is total sales. To
evaluate the success or failure of a business, revenue is probably the first factor that
many people think of. After each marketing campaign, the number of business customers
has increased, increasing by how much% is what businesses need to care about.
To be able to clearly analyze the success / failure factors of a campaign, businesses
should statistic the following data:
Number of customers who bought in a day, week, month and year prior to
marketing.

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Number of customers who made a purchase in a day, week, month and year after
implementing marketing. Inside:
How many old customers have trusted to continue to use the company's products?
How many new customers know and choose to buy products of the business?
What is the ratio between old and new customers?
The more clear and detailed the statistics are, the more detailed it helps businesses
understand the real situation of their businesses after implementing these marketing
campaigns.
1.2.2.

Based on Customer reviews.

What do customers think about your business's marketing campaign, how do
customers rate your business,... are also factors that we need to consider. The fact
that customers have a good experience on the website not only helps you evaluate
the effectiveness of the marketing campaign, but also helps businesses retain
customers, causing them to come back to buy the company's products in the next
time.
To measure customer reviews, businesses can apply many different measures such
as adding scoring features, reviewing on the website; gift-giving survey programs;
Share on fanpage with comments about businesses to receive discounts for the next
purchase ...
1.2.3.

Based on Social network indicators

According to Statista, it is estimated that by 2020 there will be 3.6 billion people
using media & social networks worldwide. This number is expected to increase to
nearly 4.41 billion by 2025.
Social networks are seen as fertile ground for those who want to develop their

products and businesses through marketing activities. According to Buffer (2019),
73% of marketers believe that their efforts through marketing on social pages have
been very effective for their businesses.

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To measure the effectiveness of marketing campaigns on social networks, usually
businesses will divide into 3 main groups of indicators, namely: performance index,
distribution index, action index.
1.2.3.1.

Performance index

Performance metrics often include many different factors. Among them, the two
most important factors are Cost Per Rating Point (CPR) and Conversion Rate (CR)
CR Formula
Numerically,
CR= (Number of positive conversions/ Number of clicks received) x 100
CPR will help businesses calculate how much they need to pay for each result (new
customers access / sell products / ...). The cost for these results will be calculated by
the formula: total ad spend / number of results.
Besides engagements, conversion rate is also a factor that businesses care about.
The formula for measuring conversion rates is: number of results (number of

customers - number of products sold) / impressions.
1.2.3.2.

Distribution index

Impressions, the average frequency of users visiting your social networking site,
and CPM (Cost per 1000 Impressions) are the factors used to evaluate the marketing
effectiveness of your brand.
CPM fomula :
CPM = (Cost to the Advertiser / No. of Impressions) x 1000
In another way,
Cost to the Advertiser = CPM x (Impressions/1000)
Every week / month, you should check the number of times your website / ad appears,
the average number of times a person has viewed your ad, and how much you need to
pay to get 1000 impressions. Then check with the previous week / month. If
impressions and frequency increase, CPM decreases, it shows that the business has
partly achieved efficiency in marketing campaigns that have been implement.

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1.2.3.3.

Graduatinon Thesis

Action index

One of the factors to consider when tracking action metrics is the number of
interactions on social networking sites. The amount of interactions may include
likes, comments, article sharing, fanpage messages ... Depending on the purpose of
the social networking site, the engagement metrics will vary.
In addition, we should also regularly update the number of page likes / followers,
CTR - Percentage of people who see your ad and make clicks on it, CPC - average
fee per click on the ad link ... to make sure the action indicators are good or not,
what factors need to be improved
CPC Formula
Numerically,
CPC= Cost to the Advertiser / Number of Clicks
Or
The cost to the advertiser = CPC x Number of clicks received
1.2.4.

Coverage of the business

The coverage of a business in the market also partly determines its marketing
effectiveness. If you have come up with good enough marketing strategies and
successfully implemented these strategies, your business will have an everexpanding market share in the market.
Normally, enterprise coverage is tracked based on two indexes: Number
Distribution - ND (the index that measures the level of distribution or presence of a
product at points of sale in the market) and Weighted Distribution - WD ( The index
calculates the efficiency of the distribution channel based on the point of sale).
Number Distribution = x100
Weighted Distribution = x 100

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Graduatinon Thesis

In order for ND and WD indexes to be as good as expected, businesses should train
the sales team to be methodical, come up with a variety of marketing strategies,
regularly survey and visit the sales point situation…
1.3. FACTORS AFFECTING MARKETING ACTIVITIES OF COMPANY
1.3.1.

Macro environment in marketing
1.3.1.1.

Socio-cultural environment

Marketing activities in one form or another are in the social sphere and each society
has a culture that guides its daily life. Culture is everything associated with the
basic human trend from birth, growing up ...
The elements of the analytical cultural environment here focus only on the value
system, beliefs, traditions and behavioral standards, these are factors that affect the
formation and characteristics point of consumption market. Analyzing the cultural
environment allows businesses to have different levels of understanding of their
customers.
There are some of following commonly studied criteria :
Firstly, there are population or number of people present in the market. Through
this criterion allws businesses to determine the size of their needs and the diversity
of demand.

Secondly, there are movement trends of the population such as birth and death rates,
average age and young and old classes. Knowing the movement trends of the
population can evaluate the type of demand and the products to meet that need.
Thirdly,there are population mobility and movement trends.
Fourthly, there are income and income distribution of consumers. This factor is
related to the demand satisfaction in terms of financial capacity.
Next, there are occupation of social class.
Finally, there are ethnicity, race, ethnicity and religion.
1.3.1.2.

Economic and technological environment

The influence of factors in the economic and technological environment on the
business activities of the enterprise is very large. These environmental factors

Cao Thanh Thu

CQ55/51.01