Marketing strategies in Vinh Son Joint Stock Company

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MINISTRY OF EDUCATIONAND TRAINING
HANOI UNIVERSITY OF BUSINESS AND TECHNOLOGY
FACULTY : ENGLISH
…….o0o……

FIELD TRIP ON REPORT
Subject:
Marketing strategies in Vinh Son Joint Stock
Company
Instructor practice: Mrs. Nguyen Hong Ha
Student perform : Nguyen Thi Van
Student Code : 06D10174N
Class : 1103
Ha Noi, August 2010
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TABLE OF CONTENTS
TABLE OF CONTENTS...............................................................ii
ACKNOWLEDGMENTS............................................................iv
LIST OF ABBREVIATION..........................................................v
LIST OF FIGURES AND TABLES............................................vi
INTRODUCTION..........................................................................1
CHAPTER 1: THEORETICAL MARKETING OPERATION
PROCESS.......................................................................................3
1.1. Definition of Marketing..........................................................3
1.2. The marketing process............................................................4
1.2.1. The old marketing process.............................................5
1.2.2. The new marketing process............................................6
1.3.Marketing mix..........................................................................8
1.3.1.Traditional marketing mix...............................................8

1.3.1.1.Modern marketing mix (4Cs)...................................9
1.3.1.2.SWOT analysis.........................................................9
1.4.Strategic content Marketing..................................................10
1.4.1. Markets.........................................................................11
1.4.2.Segmentation.................................................................11
1.4.2.1.Product policy........................................................12
1.4.2.2. Price policy............................................................12
1.4.2.3. Place policy...........................................................13
1.4.2.4.Promotion policy....................................................14
1.5.Factors affecting the marketing strategies of business.......14
1.5.1.Group companies outside factors (internal environment
sector).....................................................................................14
1.5.2.Group internal factor in business................................14
CHATER 2: ANALYSIS OF THE MARKETING
STRATEGIES OF VINH SON JSC.....................................15
2.1. Vinh Son JSC profile...........................................................15
2.2. Organization and finance....................................................16
2.3. Business operation.................................................................17
2.4. Marketing activities of Vinh Son JSC.................................17
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2.4.1. Vinh Son JSC’s Product Activities..............................18
2.4.2. Vinh Son JSC’s Price Activities..................................19
2.4.3. Vinh Son JSC’s Place activities..................................20
2.4.4. Vinh Son JSC’s Promotion Activities.........................20
2.5. Overall assessment of the company’s marketing activities.
........................................................................................................21
2.5.1. Some positive aspects of the marketing in company.. .22
2.5.2. The limitations and problems resolved........................22
CHAPTER 3: ORIENTATION OF DEVELOPMENT AND

SOME SOLUTIONS TO ENHANCING MARKETING
STRATEGIES IN VINH SON JOINT STOCK COMPANY 23
3.1. Development orientation of the company in the future.....23
3.2. Some solutions to building marketing strategies for Vinh
Son JSC.........................................................................................23
3.2.1. Extremely perfect marketing strategy..........................23
3.2.1.1. Perfecting product policy.....................................24
3.2.1.2. Development of pricing strategies for the
company’s products............................................................24
3.2.1.3. Perfecting the system of placing channels............25
3.2.1. 4. Perfecting promotion policies..............................25
3.3. The solutions – oriented through the SWOT matrix of
Vinh Son JSC................................................................................26
3.3.1. The solution combines SO (use power to take
opportunity)............................................................................26
3.3.2. The solution combines ST(Using the strength to
overcome the threat)...............................................................26
3.3.3. The solution combines WO (Use the opportunity to
rectify weaknesses)................................................................27
3.3.4. The solution combines WT (Limit weaknesses and
avoid threats)..........................................................................27
CONCLUSION.............................................................................28
BIBLIOGRAPHY........................................................................29
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ACKNOWLEDGMENTS
First of all, I would like to express my deepest gratitude to my
supervisor, Vu Thi Thanh Ha, M.A, for her time, materials,
valuable suggestions and advice and her enthusiastic guidance
during the time I was writing this graduation paper.

Secondly, I would like to thanks all my teachers of English at
Hanoi University of Business and Technology who gave me
background on methodology, especially knowledge of English and
language skills as well as studying and researching skills.
Thirdly, I would also like to express my sincere gratitude to Mr.
Tran Anh Tho for his valuable suggestion, my family and my
friends for both material and spiritual supports in completing my
work.

Last but not least, I would like to thanks all the manager and
staff of Vinh Son Joint Stock Company for their helpful guidance
and great supports so that I have been able to fulfill my graduation
paper successfully.
Hanoi, July 2010
Student
NGUYEN THI VAN
TA 1103
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LIST OF ABBREVIATION
• BOM: Business Organization
• DSS: Dynamic Security Software Manager
• DP: Department
• JSC: Joint Stock Company
• Ps: P words
• SWOT: Strengths, Weaknesses, Opportunities, Threats
• VAT: Values Added Tax
• VND: Vietnam Dong
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LIST OF FIGURES AND TABLES
Figure 1: The Old Marketing Process.(Page 5)
Figure 2: The New Marketing Process. (Page 6)
Figure 3: SWOT (Page 9)
Chart 1: Vinh Son’s Organization.(Page 16)
Chart 2: Vinh Son JSC’s Pricing strategy.(Page 25)
Chart 3: Vinh Son JSC’s Promotion policies.(Page 26)
Table 1: Product list of Vinh Son JSC (Page 19)
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INTRODUCTION
Life is a sea – if they can not swim up, it will be submerged”. This has
become the rule in both natural and proper business of business. One
of the key success factor of that’s the business marketing strategy.
This term is no stranger to anyone from pupils, students to
entrepreneurs.
And I have been lucky enough to study in the Business English
Faculty at HUBT, which is one of the best private Universities in
Vietnam. Here I have change to study both English and Business that
are the two essentials things for me to find a good job to earn a living.
The most important thing is that I have been equipped with the basic
knowledge of business, marketing, finance, banking… all of which I
have found very necessary for me to deal with my future job. All these
were proved very clearly during my practical period in Vinh Son Joint
Stock Company. What has been learnt could be used effectively
during my field trip. After my training trip at Vinh Son Joint Stock
Company, I discovered that what I need now is the knowledge of
Marketing as well as Business English. I must improve these two
things for the better so that I can get ahead in my career, which is the
reason why I have chosen Vinh Son Joint Stock Company for my

Graduation Assignment with title “Vinh Son Joint Stock Company
and Solutions to Enhancing Its Marketing Strategies” for my
graduation paper.
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The methods applied to write this paper include:
• Vinh Son Joint Stock Company’s documents are collected
carefully studied.
• All the figures, documents and reports retrieved in the job
training trip are used to write this paper.
• Ideals about the corporation marketing and sales operation have
been consulted from experts and marketing board.
This Graduation Assignment is divided into 3 chapters:
Chapter 1: Theoretical Marketing Operation Process.
Chapter 2: Analysis of the Marketing Strategies at Vinh Son
Joint Stock Company
Chapter 3: Orientations of Development and Solutions to
Enhancing Marketing Strategies in Vinh Son Joint Stock Company.
However, with my limited knowledge & experience, there may be some
shortcomings in my essay, which is why I really am looking forward to
receiving help and assistance from my teachers to make the assignment
successful.
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CHAPTER 1: THEORETICAL MARKETING
OPERATION PROCESS
1.1. Definition of Marketing.
Actually, it is not easy to define exactly what marketing is? It is
partially because this field is quiet large and long lasting for ages. In
addition to, it is made more difficult by fact that many people think

their definitions of marketing are excellent and nothing will be better.
Therefore, whether the most accurate understanding about this is
concluded has still been unknown.
Nigel Hill, in his Tutor Guide Book named “Marketing”, has defined
Marketing as follow “Marketing is a kind of matching process. It
seeks to learn what people want and then tries to match the resources
of the company to supplying those wants”.(Page 25)
The father of marketing studies, Phillip Kotler, also spoke what he
thought about Marketing, “Marketing in the market is to satisfy wants
and needs of customer. So, marketing is human beings’ action and
meets the demand of human being through exchanging”
The definitions above have some things in common, which are very
easy to recognize when they are being made comparison. Firstly,
marketing is considered to be process, which includes many stages
and points. Therefore, if any organization wants to do marketing well
and then to generate much profit, they must learn how to carry out the
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right stages and arrange these stages in the suitable and accurate
orders. Secondly, although, Marketing is understood to be a process, it
is not the ordinary one, it must be the creative process. Once they are
defined the creative process, it must “seek to identify and satisfy
customer needs profitably by matching company strengths to market
opportunities” (Page 47, Nigel Hill.)
1.2. The marketing process.
As mentioned in two definitions, marketing is s process, in which
many points and stages will be arranged respectively. However,
marketing processes are not the same time to time, industry or area to
area. Time is the most accurate illustration for this. Because marketing
has been existed for a long time, marketing process in old time mostly

differs from the one in modern time because trading, the model of
economy and society have been changing profoundly after many years
had passed. In old times, trading are not as complicated as that of
nowadays because at that time the global economy has been
separated, one common marketing for the whole world has not been
born yet. In addition to, the outlook of traders, manufacturers is
limited, they don’t find out much about the customer as well as the
market. Their knowledge of marketing is so simple. Perhaps the only
knowledge helped them conduct business is experience they gained
within many years. The picture of trading today has been much
changing in comparison with previous time. Globalization is the
popular trend; therefore, the marketing has enlarging, which leads to
more complicated market. Obviously, marketing process must be
changed to adapt the new conditions. According to John Thomas
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French wrote in the book of “You are in business”; Marketing process
is made two categories; the old process and the new process.
1.2.1. The old marketing process.
Figure 1: The Old Marketing Process.
In the old time, they only concentrated on producing products and
selling them. The process was started by producing and manufacturing
the kinds of product that producers or manufacturers think he can sell
well. In this process, Marketing played the role to bridge the gap
between the producers and the customers directly. In other words,
Marketing is the tool to sell all the number of products which had
been produced. In this case, all the factors of Marketing such as
advertising, promoting or distributing and contacting customer were
implemented simultaneously. As consequence, customers were not
supplied what they wanted to buy, but they had to purchase what was

available in the market. At the time, when the market was small and
products were not as various as today, this seemed to be accepted.
However, with a large and globalize market like today, if marketing is
still conducted like it used to be, the producers will be kick out of the
competition and the choice of customer. Therefore, a new marketing
process appeared to adapt conditions in a new economy.
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Products
Marketing
Custome
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1.2.2. The new marketing process.
Figure 2: The New Marketing Process.
The new Marketing Concept distinguished greatly from the old one.
In this concept, Customers are the first factor to be considered and
then come to Product, which mean only after the products have been
proved to be ready for sales in certain markets, will they be actually
produced. The producers and manufacturers must do market research
thoroughly to find out who are going to buy their products, how large
the market is and which products will appeal to the market. This
method seemed to be more effective than producing products first and
find the way to launch it. Applying this way, the producers will be
have some precious information about their customers and markets, so
that they can produce what they can sell instead of selling what they
had produced. In terms of customers, they also can be benefit from
this new one. They will be served what they want with preferential
conditions accompanied.
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Distributin

g
Advertisin
g
Promoting
After
sales
Service
ProductsCustomer
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What is more, advertising and promoting take part in the process as
the crucial factors. As far as you may concern, Advertising and
promoting bring goods and service to the customer because these help
them with available information as well as specifications of certain
products. The customers’ choices are mainly influenced by these
factors. As a result, any entrepreneur joining this competition should
use these tools to make the products be appealed to the selected
markets.
Another aspect of production, Distributing also get involved in this
process. The more popular the globalization is, the more important
role distribution play. At the moment, after being manufactured,
goods must find the way to reach the customer suitably and
comfortably. Goods should be produced at the place with availability
of raw materials and labor force and should be distributed to the place
with high demand.
Finally, “After sales” service acts as the finishing point in the modern
process. If other stages aim at attracting the customer and make them
take the real actions (purchase the products and service), this stage
focuses on the old customers by satisfying them and then to partner
with them for the next deal. The formers target every kind of
customers such as loyal customers, potential customers, meanwhile

only customers are taken care in the latter stage.
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1.3. Marketing mix.
1.3.1. Traditional marketing mix.
In the past, they used to define marketing as the combination and
coordination from wide range of activities, which represent all aspects
in business that will take us a long time to list them. To some extend,
Marketing has four basic things that arise the concern of businessmen
individually and companies collectively.
Four things are encompassed like Products (what to product and sell),
Price (How much to sell or How much are determined to sell), Place
(Where is the most convenient place to sell and supply), Promotion
(How to make implementation activities to arise the public’s
awareness).
In my opinion, these actives share one common thing: to find the best
way to meet the customer’s requirement and support them with
convenient conditions for purchasing. This is well-understood because
these activities are carried by businessmen and businessmen will do
nothing except for making money. Therefore, meeting customer’s
demand is among the most reasonable method for getting profit. Sir
John Egant, Chairman of Jaguar has expressed his same ideas:
“Business is about making money from satisfied customers. Without
satisfied customers, there can be no future for commercial
organization”
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