SOLUTIONS FOR THE HAI CHAU CONFECTIONERY COMPANY’S PRODUCT STRATEGY TO PROMOTE CUSTOMER SATISFACTION

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SOLUTIONS FOR THE HAI CHAU CONFECTIONERY
COMPANY’S PRODUCT STRATEGY TO PROMOTE
CUSTOMER SATISFACTION
Presented to
The sales manager
Sales department, the Hai Chau Confectionery Company
Prepared by
Vu Thi Thu Toan
R & D department, the Hai Chau Confectionery Company

October 25, 2009
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TABLE OF CONTENTS
EXECUTIVE SUMMARY………………………………………………………………3
INTRODUCTION………………………………………………………………………..4
BACKGROUND……………………………………………………………………….4
ANALYSIS OF FINDINGS………………………………………………………….......5
ASSESSMENT OF THE COMPANY’S PRODUCT STRATEGY……………….......5
CUSTOMER’S FEEDBACK………………………………………………………….9
ABOUT PRODUCT QUALITY…………………………………………………….9
ABOUT PRODUCT PACKAGE…………………………………………………....9
IN COMPARISON WITH ITS RIVALS…………………………………………..10
RECOMMENDATIONS………………………………………………………………..11
CONCLUSION………………………………………………………………………….11
REFERENCES…………………………………………………………………………..12
QUESTIONAIRE……………………………………………………………………......13
LIST OF FIGURES
Figure
1. Consumption results by category……………………………………………………….6

Chart
1. Product output by category …………………………………………………………....7
2. Product proportion by category………………………………………………………..8
3. Market share of some company in confectionery market in 2006 …………………….8
4. Customer’s feedback about the company’s product quality………………………….. 9
5. In comparison with its competitors……………………………………………………10
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EXECUTIVE SUMMARY
With a view to helping the Hai Chau Confectionery Company to gain big market share in
the severely competitive market, a study is conducted based on analysis of the company’s
product strategy and its customer’s feedback. The study was approved by the head of the
company’s R & D department.
Conclusion of the report is based on information and data collected from the sales
department of the company and a survey of 200 customers living around Hanoi.
There are 4 main parts in the report:
First, Background of the company, purpose of the study and source of data is mentioned.
This part helps readers have an overview of the Hai Chau Confectionery Company and the
reasons why the study is conducted.
Second, through assessing implementation of the company’s current product strategy,
achievements and shortcomings of the company are listed and analyzed. This is an
important part support for giving suggestions for the company.
Third, Customer’s feedback about the company’s products are discussed and analyzed in
the form of figures and charts. From this, it is also easy for us to withdraw solutions for the
company.
Next, based on the preceded analysis, recommendations are given with some helpful
solutions for the Hai Chau company.
Finally, like every report this one is ended with the conclusion part, summarizing main
points and repeated raised suggestions.
On the basis of the findings, it is recommended that the Hai Chau Confectionery Company

should promote its market research activities to support for meeting customer demand in
production. Besides, the company must diversify more its category of products, combine
well 4P-strategies in marketing, and export its products to foreign markets.
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INTRODUCTION: THE HAI CHAU CONFECTIONERY COMPANY
BACKGROUND
The Hai Chau Confectionery Company, a state-owned company, specializes in producing
and trading various kinds of confectionery and food stuff.. The company has been growing,
but it has to compete with big rivals in the field such as: the Kinh do Corporation, Hai Ha
Confectionery J.S.C, Bibica Corporation,etc. That requires the company to carry out
effective product strategy to make it different from its competitors and to win customer’s
confidence and stand firmly in the market. Therefore, a study looking into the current
product policy of the company is significant. After being approved by the sales manager, a
survey on the company’s product strategy and customer’s opinion are done.
This study is conducted to analyze current product strategy of the Hai Chau Confectionery
Company and assess feedbacks from interviewed customers in Hanoi about that strategy.
Then, it focuses on finding out solutions for promoting customer satisfaction. In other
word, the study seeks answers to these questions:
● How has the company implemented its product strategy recently? What are effects of the
strategy on consumption situation of the company in the recent?
● Do the company’s products satisfy customers?
● What should the company do to promote customer satisfaction about its products in the
future?
Data for the report is collected from a survey of 200 customers of The Hai Chau
Confectionery Company living around Hainoi city, current articles, and online resources.
ANALYSIS OF FINDINGS
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I/ Assessing Implementation of The Hai Chau Confectionery Company’s Current

Product Strategy.
1/ The Company’s Current Product Strategy:
In the research, the product policy of the company is reviewed. It reveals the followings:

▪ The company has renovated and modernized technology and equipment, mainly imported
from Germany, Holland, Italy, Taiwan, China, and Korea supporting for producing high
quality products.
▪ Product quality inspection of the company is carried out rigorously from the purchase of
raw materials until the products are warehoused through technical staff.
▪ Target markets of the company are mainly markets in the Northern and Middle of the
country, in which most of customers have low income. Thus, they like products with low
price but high quality and modish, elegant packages.
▪ Target customers of the company are people of all ages but mainly have average or low
income.
▪ The products are varied with 100 types such as: candies, biscuits, sandwiches, cream
wafers, chocolate sweets of all kinds and iodized seasoned salt.
Biscuit with ten different types, flavor and performances are well known and getting
considerable share in the market.
Cream wafer, chocolate coated cream wafer produced on German and Dutch
production lines - one of the most modern technology in Vietnam, won Golden medals
during International Trade Fair of Vietnam Industrial Products.
Iodized seasoned salt is very essential in every Vietnamese family, produced as a result
of the Vietnam-Australia National program of anti-insufficient disease lodine, can supply a
certain amount lodine needed for the brain, health and physical development.
Candy has been drawing a great attention and interest from customer by its newly
appeared products in the market. Two new production line are enable Hai Chau to make 10
candy types of different tropical fruit favor such as Soft candy, toffee, chewy and hard
candy with high quality and nice performance of all types.
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