Một số giải pháp hoàn thiện marketing mix cho dòng sản phẩm TV LCD bravia của công ty sony việt nam năm 2012

Một số giải pháp hoàn thiện Marketing mix cho
dòng sản phẩm TV LCD Bravia của công ty
Sony Việt Nam năm 2012

Vũ Xuân Tùng

Trường Đại học Kinh tế
Chuyên ngành: Quản trị kinh doanh; Mã số: 60 34 05
Người hướng dẫn: TS Trần Đoàn Kim
Năm bảo vệ: 2012


Abstract: In recent years, the TV market in general and hi-tech TV market in particular
become very hot due to the appearance of a number of new TVs, including LCD TVs of
famous brands such as Samsung, Panasonic, Sony, Sharp, and LG, etc. Initially, LCD
TVs was imported into Vietnam by electronic manufactures with the purpose of
introducing hi-technology and setting themselves apart from competitors.
Keywords: Quản trị kinh doanh; Chiến lược marketing; Ti vi; Tiếp thị

Content


vi
TABLE OF CONTENTS
Hanoi – 2012 i
ACKNOWLEGEMENT i
ABSTRACT ii
TÓM TẮT iv
TABLE OF CONTENTS vi
TABLE OF FIGURES x
INTRODUCTION 1

1. Reasons to choose this topic 1
2. Objectives of the Study 1
3. Subjects and Scope of the Study 2
4. Methods of study and process of data 2
5. Significance of the Topic: 2
6. Structure of the Thesis: 3
CHAPTER 1: LITERATURE REVIEW 4
1.1. Overview of Marketing 4
1.1.1. The Formation and Development of Marketing 4
1.1.2. Definitions of Marketing 5
1.1.3. Concepts of Marketing 7
1.1.4. Role of Marketing 8
1.2. Marketing Environment 8
1.2.1 Political and legal environment 9
1.2.2 Economic and Demographic environment 10
1.2.3 Cultural - Social environment 11
vii
1.2.4 Technological and Natural environment 11
1.3. Target Market Identification 12
1.3.1. Concept of market: 12
1.3.2. Market Classification 12
1.4. Positioning 14
1.4.1. Definitions 15
1.4.2. Positioning methods 16
1.4.3. Stages of market positioning: 17
1.5. Marketing-mix 17
1.5.1. Product strategy 18
1.5.2. Price strategy 19
1.5.3. Place (distribution) strategy 21
1.5.4. Promotion strategy 22

1.6. The relationships between product and other remaining factors of Marketing-
mix: 26
Chapter 2: ANALYSIS OF MARKETING ENVIRONMENT AND CURRENT
SITUATION OF MARKETING-MIX FOR BRAVIA LCD TV SERIES OF SONY
VIETNAM 28
2.1. General introduction of Sony Vietnam 28
2.1.1. Overview of the Company 28
2.1.2. Objectives and Purposes of the Company 28
2.1.3. Main products of the Company 29
2.1.4. Activities and Sale performance of Bravia LCD TV Series 29
2.2. Target markets of Sony Vietnam: 31
2.3. Analysis of Marketing environment of Sony Vietnam 32
viii
2.3.1. Macro-environment 32
2.3.2. Micro-environment 35
2.4. Analysis of product positioning strategy of Bravia LCD TV: 41
2.5. Analysis of current situation of Marketing-mix for Bravia LCD TV Series of
Sony Vietnam: 46
2.5.1. Product 49
2.5.2. Price 50
2.5.3. Distribution 52
2.5.4. Promotion 57
Chapter 3: SOME SOLUTIONS TO THE MARKETING MIX PLAN FOR
BRAVIA LCD TV SERIES OF SONY VIETNAM IN 2012 62
3.1. Development orientations and objectives of Sony Vietnam 62
3.1.1. Development orientations: 62
3.1.2. Marketing objectives of Sony Vietnam 62
3.2. Some solutions of Marketing-mix plan for Bravia LCD TV Series of Sony
Vietnam 63
3.2.1. Product: 63

3.2.2. Price: 65
3.2.3. Place/Distribution: 68
3.2.4. Promotion 71
3.2.5. Some support measures: 75
3.3. Marketing Action Plan from June to December, 2012 76
3.3.1. Objectives 76
3.3.2. Sales Activities 76
3.3.3. Promotional program 78
ix
3.3.4. Marketing Budget 83
CONCLUSION 88
LIST OF REFERENCES 89
LIST OF APPENDICES 90


89
LIST OF REFERENCES
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