marketing plan for certificate authority service at vdc vnpt

TRƯỜNG ĐẠI HỌC MỞ TP.HCM
HO CHI MINH CITY OPEN UNIVERSITY

UNIVERSITE LIBRE DE BRUXELLES
SOLVAY BRUSSES SCHOOL

MBMM5

Mr. TRAN ANH TUAN

MARKETING PLAN FOR CERTIFICATE AUTHORITY
SERVICE AT VDC / VNPT.

MASTER PROJECT
MASTER IN BUSINESS & MARKETING MANAGEMENT

Tutor’s Name: Trinh Thuy Anh Ph.D.

Ho Chi Minh City
(2011)


2

STATEMENT OF ORIGINAL.
This thesis is created for me and my company by all my knowledges and belief, it contains no
materials previously published or written by another person except where due reference is
made in the thesis itself.

TRAN ANH TUAN
February, 16, 2012.

3

ACKNOWLEDGEMENT.
I would like to express my appreciation to Mr. TRINH THUY ANH Ph.D, who instruct me in
this project and by all her valued guidance and expert advice in the preparation of this project.
I would like to thanks Solvay Brussel Busines School and The Open University of Ho Chi
Minh. The ocoperation between both school to gvae me the opportunity to participate in this
course. Thanks to my mentor for his encouragement and unlimit support to me.
Lastly, I would like to send my deepest appreciation to my family and my company for thier
emotional support and spiritual encouragement throughout my MBA study.


4

TABLE OF CONTENT
EXECUTIVE SUMMARY.
LIST OF ABBREVIATIONS.
Chapter 1 Introduction.
1.1

Rationale of Study.

1.2

Object of Study.

1.3

Scope of Study.

1.4

VDC/VNPT Introduction.

Chapter 2 Literature Review and Methodology.
1.

Definitions.

2.

Methodology.
2.1

Research methodology.

2.2

Questionnair design.

Chapter 3 Marketing planning for VDC/VNPT.
3.1

Market Analysis.
a)

External Analysis.

b)

Internal Analysis.

c)

SWOT.

d)

Current market analysis.

e)

Targeting, segmentation and positioning.

3.2

Marketing Planning.
a.

Service

b.

Price.

c.

Place.

d.

Promotion.

e.

Process.

f.

Physical Evidence.

g.

People.

h.

Financial Plan.


5

3.3

Evaluation of marketing plan.

Chapter 4 Conclusion and Recomendation.
BILIOGRAPHY.

APPENDIX.


6

EXECUTIVE SUMMARY.
In blooming of Internet and E-commerce in recent years. Online transaction is popular in
Vietnam from business to interaction between business to businesss, authorities to business
and people, it creates a convinience to people when they contact and do business together. No
one can deny a convinienece of online transaction now. But it contains a lot of potetial
dangerous, because on the cyberworld every people only contact together throughout a tools
and unknow information together. Recornizing the potential of growing of this market and
appearance of more and more online shop and E portal from government authorities.
All these thing need a service in third party to verify or guarantee a transaction is legal and
right people. This is a potetional market will be dtrog grow in the future.
VDC is member of VNPT, its main business is providing Internet Access service, Data
transmission and Valued Added service. After a perios of time to research and development.
VDC/VNPT has launch a service that is meet demand in verify and secure an online
transaction.
In order to explore this market, VDC/VNPT has alot of activities to research and analyse a
market and all factor which can impact of this market.
In this project, VDC/VNPT has been researched potetial market via survey current customer
and new customer to investigate a demand and level of accept service when launching.
Analyse competitors strenght and wealness in the market and to determine how to buid a
distribution channel effectivelly. Depending on information which collected from survey.
VDC/VNPT has been made a marketing plan for this service and present in this project.


7

LIST OF ABBREVIATIONS.

VNNIC:

Vietnam Internet Network Information Center.

VDC:

Vietnam Data Communication.

VNPT:

Vietnam Post and Telecommunication Groups.

CIO:

Chief Informatic Officer.

CEO:

Chief Executive Officer.


8

Chapter 1. Introduction.
1.1

Rationale of Study.

Blooming Internet, E commerce and E transaction is more and more popular in Vietnam. This
blooming is lead to all activities in business today are moving from off line to online. To
appear of alot of E-commerce website with its revenue about more than million USD per year.
Today, IT device is more and more cheaper with a development of technology, people can
work everywhere from car to office, they only need a laptop or cellphone with 3G technology
inside, they can work on move.
Despite strong growth of E-commerce, there is not any tool or service which can check and
verify a transaction is legal. Recornize to has a tool or service which enough trust and safe to
verify or guarantee a transaction from a person is legal and right person. After a long time to
research and develop, VDC/VNPT was developed a service which can do two things at the
same time and to ensure that service would be accepted when launching, VDC/VNPT is make
a marketing plan to this service after research about demnad from various data and
information.
1.2

The Objectives of study.

The objective of thesis is to create a marketing plan for customer which is doing business in
banking and financial field. The thesis will meet these requirement:

1.3



To build a marketing plan and how to win a successful in market segment.



Identities compertitor’s strength and weakness.



How to build a distribution channel?
Scope of Study.

In this thesis, scope of study is enterprise’s strength and weakness which do business in supply
certificate authority service.
Study a real demand and level of acceptance to use from customer about a service.
1.4

Structure of Study.

Structure of study is base on component of marketing plan and research from secondary
sources and primary sources. The components are an analysis of potential market situation,


9

market objective, segmentation, target and positioning, marketing mix. This is a picture of
concept framework.

Analysis of current
market situation

1.5

Marketing
objectives

Segmentation,

targeting and
positioning

Marketing
Plan

VDC/VNPT Introduction.

Vietnam Data Communication Organization (VDC) is a unit that directly under Vietnam Posts
and Telecommunications Corporation (VNPT) with the operation of four sub-units in three
regions: VDC1 and VDC Online (in the North), VDC2 (in the South), VDC3 (in the Center).
VDC is always proud of leading companies in Internet, data communication and information
technology in Vietnam within 20 years of our operation. With the prestige of a unit that PC
World magazine annually evaluates as "The most popular Internet service provider”, we
always focus on improving the quality of services to bring the highest satisfaction to
customers. The latest Awards that VDC has honor of receiving is the awards in the scope of
Vietnam ICT Awards 2008:
 The Best Internet Enterprise.
 The Internet Enterprise has the highest number of subscribers.
 The Internet Enterprise takes care of customer the best.
VDC has the largest network infrastructure in Vietnam with a total traffic to international
reaches 32Gbps in 2008. VDC has a network that spreads 63 provinces and cities and work
with over 10 multinational corporations to provide services in the whole world.
VDC has been applied the latest technology to continuously improve the service quality,
diversify products and services to satisfy the increasing needs of customers, especially e-


10

commerce and Multimedia. VDC commits making outstanding liability with the mission as

"the reliable partner in the era of information technology”. We believe that we will give our
customers the highest benefits and value with the aim of "Quality for customers."
Products - services, today VDC puts into operation the main products and services following:

- MegaVNN (ADSL)

- Webhosting

- VNN / Internet Leased Line

- Mail SMD

- VNN/VPN-MPLS

- Software solutions for enterprises

- IFone-VNN

- Online services

- Telehosting (Dedicated, Colocation, VPS)

- Solution Consulting.

Service definition.
In wikipedia, it is defined that:
“In cryptography, a certificate authority, or certification authority, (CA) is an entity that
issues digital certificates. The digital certificate certifies the ownership of a public key by the
named subject of the certificate. This allows others (relying parties) to rely upon signatures or
assertions made by the private key that corresponds to the public key that is certified. In this
model of trust relationships, a CA is a trusted third party that is trusted by both the subject

(owner) of the certificate and the party relying upon the certificate. CAs is characteristic of
many public key infrastructure (PKI) schemes”.
Service analysis.
This service is developing base on open sources technology. With this technology, depending
on the needs of type of customers that we can develop products that meet customers demand.
Due to an open source technology. The initial investment cost is not too expensive and it can
work well on any system. Service provider easily to choose the best systems, which that could
be, provide a lot of users without a fear of overload. Because of open source, so it easy to
integrate in customer’s system without make system get fault and customer can adjust it base
on their demand. The thesis’s purpose is to create a marketing plan for organization which
help organization to find a best way to access a market by analyzed its strenght and weakness
factors, business environment and competitor’s strenght and weakness. Depending on data this
thesis analyze and collection that help organization build a perfect marketing plan.


11

Chapter 2. Literature Review and Methodology.
1.

Definitions.

What is marketing?
A definition of marketing is “meeting needs profitably.” When eBay recognized that people
were unable to locate some of the items they desired most, it created an online auction
clearinghouse.
The American Marketing Association offers the following formal definition: 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.
Coping with these exchange processes calls for a considerable amount of work and skill.

Marketing management takes place when at least one party to a potential exchange thinks
about the means of achieving desired responses from other parties.
Thus we see marketing management as the art and science of choosing target markets and
getting, keeping, and growing customers through creating, delivering, and communicating
superior customer value.
In Wikipedia define:
Marketing is used to identify the customer, satisfy the customer, and keep the customer. With
the customer as the focus of its activities, marketing management is one of the major
components of business management. Marketing evolved to meet the stasis in developing new
markets caused by mature markets and overcapacities in the last 2-3 centuries. The adoption of
marketing strategies requires businesses to shift their focus from production to the perceived
needs and wants of their customers as the means of staying profitable.
We can distinguish between a social and a managerial definition of marketing. A social
definition shows the role marketing plays in society; for example, one marketer has said that
marketing’s role is to “deliver a higher standard of living.” Here is a social definition that
serves our purpose:
Marketing is a societal process by which individuals and groups obtain what they need and
want through creating, offering, and freely exchanging products and services of value with
others.


12

Managers sometimes think of marketing as “the art of selling products,” but many people are
Surprising when they hear that selling is not the most important part of marketing! Selling is
only the tip of the marketing iceberg. Peter Drucker, a leading management theorist, puts it
this way:
There will always, one can assume, be need for some selling. But the aim of marketing is to
make selling superfluous. The aim of marketing is to know and understand the customer so
well that the product or service fits him and sells it. Ideally, marketing should result in a

customer who is ready to buy. All that should be needed then is to make the product or service
available.
Product / Service.
Product as anything that can be offered to a market for attention, acquisition, use or
consumption that might satisfy a want or need. Products include more than just tangible
objects, such as cars, computers, or cell phones. Broadly defined, “products” also include
services, events, persons, places, organizations, ideas, or a mixture of these. Throughout this
text, we use the term product broadly to include any or all of these entities. Thus, an Apple
iPhone, a Toyota Camry, and Cafe Mocha at Starbucks are products. But so are a trip to Las
Vegas, E*TRADE online investment services, and advice from your family doctor. Because of
their importance in the world economy, we give special attention to services. Services are a
form of product that consists of activities, benefits, or satisfactions offered for sale that are
essentially intangible and do not result in the ownership of anything. Examples include
banking, hotel services, airline travel, retail, wireless communication, and home repair
services. We will look at services more closely later in this chapter.
Price.
Price is the amount of money charged for a product or a service. More broadly, price is the
sum of all the values that customers give up to gain the benefits of having or using a product
or service. Historically, price has been the major factor affecting buyer choice. In recent
decades, non-price factors have gained increasing importance. However, price still remains
one of the most important elements that determine a firm’s market share and profitability.
Price is the only element in the marketing mix that produces revenue; all other elements


13

represent costs. Price is also one of the most flexible marketing mix elements. Unlike product
features and channel commitments, prices can be changed quickly. At the same time, pricing
is the number-one problem facing many marketing executives, and many companies do not
handle pricing well. Some manager’s view pricing as a big headache, preferring instead to

focus on other marketing mix elements. However, smart managers treat pricing as a key
strategic tool for creating and capturing customer value. Prices have a direct impact on a
firm’s bottom line. A small percentage improvement in price can generate a large percentage
increase in profitability. More importantly, as part of an organization’s overall value
proposition, price plays a key role in creating customer value and building customer
relationships.
Place.
Place in case of services determine where is the service product going to be located. The best
place to open up a petrol pump is on the highway or in the city. A place where there is
minimum traffic is a wrong location to start a petrol pump. Similarly a software company will
be better placed in a business hub with a lot of companies nearby rather than being placed in a
town or rural area.
Promotion.
Promotions have become a critical factor in the service marketing mix. Services are easy to be
duplicated and hence it is generally the brand that sets a service apart from its counterpart.
You will find a lot of banks and telecom companies promoting they rigorously. Why is that? It
is because competition in this service sector is generally high and promotions are necessary to
survive. Thus banks, IT companies, and dotcoms place themselves above the rest by
advertising or promotions.
Process.
Service process is the way in which a service is delivered to the end customer. Lets take the
example of two very good companies – McDonalds and FedEx. Both the companies thrive on
their quick service and the reason they can do that is their confidence on their processes. On
top of it, the demand of these services is such that they have to deliver optimally without a loss
in quality. Thus the process of a service company in delivering its product is of utmost


14

importance. It is also a critical component in the service blueprint, wherein before establishing

the service, the company defines exactly what should be the process of the service product
reaching the end customer.
Physical Evident.
The last element in the service marketing mix is a very important element. As said before,
services are intangible in nature. However, to create a better customer experience tangible
elements are also delivered with the service. Take an example of a restaurant, which has only
chairs and tables and good food, or a restaurant that has ambient lighting, nice music along
with good seating arrangement and this also serves good food. Which one will you prefer? The
one with the nice ambience. That’s physical evidence. Several times, physical evidence is used
as a differentiator in service marketing. Imagine a private hospital and a government hospital.
A private hospital will have plush offices and well-dressed staff. It cannot be said for a
government hospital. Thus physical evidence acts as a differentiator.
People.
People are one of the elements of service marketing mix. People define a service. If you have
an IT company, your software engineers define you. If you have a restaurant, your chef and
service staff defines you. If you are into banking, an employee in your branch and their
behavior towards customers defines you. In case of service marketing, people can make or
break an organization. Thus many companies nowadays are involved into specially getting
their staff trained in interpersonal skills and customer service with a focus towards customer
satisfaction.
What is marketing research?
Philip Kotler has a market research definition:
“ Marketing research is the function linking the consumer, customer and public to the
marketer through information - information used: to identify and define marketing
opportunities and problems; to generate, refine and evaluate marketing actions; to monitor
marketing performance; and to improve understanding of the marketing process. Marketing
researchers specify the information needed to address marketing issues, design the method for
collecting information, manage and implement the data collection process, analyze the results

15

and communicate the findings and their implications”.
Marketing research is the systematic design, collection, analysis, and reporting of data relevant
to a specific marketing situation facing an organization. Companies use marketing research in
a wide variety of situations.
Marketing research gives marketers insights into customer motivations, purchase behavior,
and satisfaction. It can help them to assess market potential and market share or measure the
effectiveness of pricing, product, distribution, and promotion activities.
The marketing research process has four steps (see Figure 4.2): defining the problem and
research objectives, developing the research plan, implementing the research plan, and
interpreting and reporting the findings.

Defining
problemand
research
objectives

Developing
research plan
for
collect
information

Implementing
the
research
plan––
collecting and
analyzing the

data

Interpreting
and
reporting
the findings

Defining the Problem and Research Objectives
Marketing managers and researchers must work closely together to define the problem and
agree on research objectives. The manager best understands the decision for which
information is needed; the researcher best understands marketing research and how to obtain
the information. Defining the problem and research objectives is often the hardest step in the
research process. The manager may know that something is wrong, without knowing the
specific causes.
After the problem has been defined carefully, the manager and the researcher must set the
research objectives. A marketing research project might have one of three types of objectives.
The objective of exploratory research is to gather preliminary information that will help define
the problem and suggest hypotheses. The objective of descriptive research is to describe things,
such as the market potential for a product or the demographics and attitudes of consumers who


16

buy the product. The objective of causal research is to test hypotheses about cause-and-effect
relationships. The statement of the problem and research objectives guides the entire research
process. The manager and the researcher should put the statement in writing to be certain that
they agree on the purpose and expected results of the research.
2.

Methodology.

2.1

Research methodology.

After reviewing the literatures relevant about market research and marketing. In order to solve
a problem in launching the service. To investigate customer’s behavior in choosing a mean to
guarantee and secure for customer when trading online. The methodology, which is used in
this case to measure, is qualitative survey.
With method is qualitative survey, marketer will begin to investigate the customer in their
trend and behavior and a result help marketer have enough information to classify customers
and understand where is target market or which is potential customer group.
In this thesis, an objective is to investigate a level of acceptance and to determine a potential
market in the next years. Online survey is selected to apply to collect customer’s information
via Internet with a few of question in the questionnaire sheet, marketer can evaluate potential
market and which group is real need the service now and future. To be able to perform the
sampling survey will be conducted as follow:


Sample is random selected in current list customer of VDC/VNPT, with sample
number is N = 50 customers and 50 percent answer is accepted. This sample is served
for confirm a demand of service.



Another sample for individual with sample number is n = 20 and answer is 50 percent
is accepted. This survey is determining a ready to use service from client.

All this things above is primary source to serve for reference. But main source is used to build
a marketing plan is a secondary data which collect from Internet and reports from authorities
sources.

17

2.2

Questionnaire Design.

The questionnaire is designed with 10 questions open and close question. The questions
focuses on understand a service, customer ready accept to use and demand of service from
customer is enterprise.
The sheet is going to send to customer via email. If marketer has a plan to interview face to
face or telephone. Marketer must to make an appointment with customer and sometimes
marketer can’t to control or not to make an appointment. So that, send sheet via email is a best
way in this time.
Beside, marketer will print questionnaire sheet and put it at post office transaction point and
when customer come to these offices they can answer in this sheet and staff collect them send
back to marketer.


18

Chapter 3. Marketing Planning for VDC/VNPT.
In this chapter, marketer will consider all data and information that relevant to service and
market. To making a plan, marketer must to have an analysis to surrounding environment and
use tools to analyze from internal and external environment, current market situation. After
marketer has enough information they will make a marketing plan. First of all, marketer will
start to analyze external factor. In this step, marketer use PEST tool to do.
1.

External Analysis.

Economic Environment factor.
Political:
Todays, Vietnamese government has an issued a law and decree decision which involve in
electronic transaction in daily business, manage a government operation and transaction
between civilians and local authorities via E portal.
Government encourage all ministries have a plan to build their own website which serve for
daily manage between minister and authorities with enterprises, civilians. It pushes a work to
move faster and more effectively.
Government asks Administration of Tax and Administration of Customs process all their
activities with people or business firms via online. Now, business firms can access customs’
website to submit or open import and export declaration. People or business can submit their
tax declaration form via website.
Economic:
Vietnam is now step-by-step deep into world economy. Become a full member of WTO in
2007. Vietnam has been opened their gate to the world. A lot of chance and business
opportunities are waiting Vietnamese business.
Vietnamese’s economic has been growth average from 7% to 9%. Main national incomes
comes from export natural resources, processing a goods and merchant and FDI. Vietnam is
known a safe and peaceful place to invest or do business for foreign investors. It has abundant
labor force with young, hard working and progressive spirit. It has a lot of natural resources if
we know how to explore and use it effectively.


19

As well as other countries, due to relay on processing goods to export to the world. Vietnam
has not been avoided impact of global economic recession. But now it is on the way to
recovery. So, in order to maintains a rate of economic growth, attract an FDI and upgrade

competition strength, Vietnam enterprises must to consider to cut down unnecessary cost in
manufacture and business.
Beside, Vietnam is appearing to a new kind of business, that is buying and selling online via
website and social networking. It creates a convenience in business and annual revenue from it
more and more growth.
Social and Cultural:
Current population is 86.927.000 million people (source from general statistic office in 2010).
Due to develop in economic, Vietnamese ‘life is more and more developing. Young
generation in Vietnam is more and more motivating, approaching and learning a new
technologies advantage in the world easily.
Developing Internet access in Vietnam open the door to young generation to step in the world.
Today, they can easily to search and find information over Internet. We easy to catch a group
student or people who use Internet everywhere from school to Internet café.
Blooming of Social network in recent years like Zing, Facebook, Twitter…. It creates a new
cultural together with traditional cultural and attract a lots of younger to join in.
Technology:
There are a lot of way to access Internet from dial-up connection, ADSL, FTTX and 3G
mobile. People can communicate with other people on over the world easily. The appear of
online business is common in Vietnam. You can buy and sale everything, business transaction
or event to make a business contract on a cyberspace. Laptop, Cellphone and tablet is a tools
which a part of people’s daily activities from learning, doing business….
Legal:
With this online activities in recent year. Vietnamese authorities are considering the legality of
all transaction.
By issued a law, under law paper or decree decisions, Vietnam government is step by step to
promote developing a certificate authority service in Vietnam.


20



In 2005, issued law on electronic transaction.



In 2006, issued law on informatics technology.



In 2007, degree decisions No 26/2007 ND-CP about government in the implementation
of law on electronic transaction and digital signatures to authenticate digital signatures.

Competitive Environment:
Vietnam Certificate Authority market is a potential market which not to explore. All suppliers
have an equal in this market. Up to now, beside VDC/VNPT there are 4 supplier are looked a
direct potential competitor with VDC/VNPT in this market. They have a difference strength
and weakness factors. They come from other field but involve in ICT, one comes from
security industry, one comes from smartcard produce and one from telecom industry and they
have enough strong financial.
Each supplier chooses a difference core technology to develop his or her service and seem less
difference in core technology. Supplier only consider which technology can meet their require
and save their expense during operation.
FPT IS a famous programming organization. They have experience in developing software
and integration system. They want to use their experience in successful deploy system as
advantage factor to attract customer come to use their service. They decide to purchase a close
core technology from overseas partner with this package they will save a cost to develop and
they do not need to research as integrate or deploy it immediately.
But they will get a problem if their customer get problem during a time to use it. Their
engineers have to be looking for a problem and ask help from partner. It is a waste of

customer’s time or even customer’s system must to stop and wait to repair.
Due to a software organization, their engineer only professional on software programming and
they do not have much experience on CA software. They will spend a time to recruit and
training human to support. Their main business is bid a large project and they do not have
retail channel for individual, they have to looking for an agency, IT shop to accept become a
retailers for this service.
Viettel Corp is famous a corporation in Vietnam. They are multi-industry corporation and
main industry is telecom, real estate and so on.. Viettel has enough resource from human to


21

infrastructure system to deploy this service. But they are considering which core technology to
use open source core or close source core. They are comparing advantage and disavantage
factors between them. Due to professional on telecom industry, they do not have programmer
to program the first core to final core which can use to supply customer.
BKIS is a well-known organization in antivirus and security industry. They have experience in
antivirus and security so they do not get too much problem in this field, because they
understand an advantages and disadvantages between open core and close core, they easy to
decide which one they use.
They have exist distribution channel and when deploy this service they can ultilize this
channel for new service or they can intergrate it into antivirus software as extra option. In
business, they have a strategic they try to take customer as much as good, they get with any
price or lower price. But if one day their system can not stand, it wil collapse and they will
losse customer.
By the way, their office locate in Hanoi only, they do not have branch or office in Central and
South area. If they sell a service to customer who live in south or central areavia their
distribution and customer need help from engineer they can not help instantly.
NACENCOMM SCT is a Smart card joint stock Organization. This organization is only
professional in produce smartcard. They have an advantage in end user device and they only

focus on individual customer.
Beside competition together between domestic enterprises. Domestic enterprises in this
industry must fight with other service provider from international such as VeriSign. Although
foreign organization does not have a license or permit to supply service at this time, but there
is s few exceptions with this enterprise.
2.

Internal Analysis.

To gain a successful in deployment a new service. Marketer must do a lot of thing from
preparing to analyze environment around which can impact on a plan. Marketer must to
analyze internal condition inside their company. This analyze will show condition or factor
that is a strong or weakness and what condition will lead to success. Similar, in this
VDC/VNPT case a well preparation will lead to a successful.


22

Firstly, human resources are most importance. This is a force to serve for deploy a service
during a sale process from pre sale to after sale. Now, VDC/VNPT has a sale force that is
rather professional and huge. But this force still have some problem, that is one sale person
who sale all VDC/VNPT’s service and they do all thing from pre sale to after sale. It causes to
reduce their capacity in sale. To improve sale force team, VDC/VNPT should separate a sale
team to a groups and each group is in charge of type of customer from individual customer,
Industry customer to agency development. This divide helps to control and manage easily.
Customer development more effectively and more professional and management board will
see a market will develop better than individual sale do all things.
Secondly, system infrastructure is importance. Because service is intangible product, customer
cannot to touch or feel before purchase, they only feel its quality after purchase it. So, if a
system is poor it cannot to give a best quality service. But fortunately, VDC/VNPT has a lot of

times to prepare a system infrastructure during a time to research about this service. Now,
VDC/VNPT’s system can serve an million users at this time.
Lastly, technical engineer team is rather importance. This force is operating system and
supporting to other team during a sale process from pre sale to after sale. VDC/VNPT own a
technical engineer team with good background and experience. So, VDC/VNPT will not face
problems during an operation time.
All things above are an advantage to compare with other. But most importance advantages that
VDC/VNPT has while other competitors does not, that is a transaction office which exist and
cover 64/64 provinces and cities. With other competitors, they must to build a distribution
channel and agencies, VDC/VNPT is a member of VNPT and it is allowed to use this channel.
If VDC/VNPT understand and utilize this channel, it is a strong weapon in this competition.
All things above are advantages. But VDC/VNPT still has a weakness in market activities
such as: collect market’s information, competitor’s information. Due to a state government it
still exist a delay in deployment process compare with others.
Long time monopoly doing business in post and telecom industry, VDC/VNPT has been
neglected to build its image. But in this time, telecom market is opened and VDC/VNPT had


23

some activity to rebuild image and brand awareness. Having a strategy to marketing a service
to new customer in Industrial park and other industrial.
3.

SWOT

Strengths.


Leading in ICT and Internet industry in Vietnam.



Strong brand name and brand awareness.



Covering 64/64 provinces and cities.



First organization research digital signature technology in Vietnam.



Strong financial.

Weakness.


Collaboration between stakeholders loose.



Distribution channel and agencies still weakness.

Opportunities.


Emerge market and less competition.



Applying Internet in any all-economic factor.



Population of Free Wi-Fi connection, mobile device and 3G technologies.



Moving transaction from traditional to online transaction.

Threats.

4.



International & Domestic competitors.



Change policy from government.



Change from customer when service does not meet customer require.
Current Market Analysis.

According to a VNNIC’s statistic report in December 2011. Vietnam has more than
30,516,587 peoples to use Internet, it takes 35,03% per populations. Vietnam’s bandwidth
Internet connection from 1997 to now is 300,137 Mbps for International connection and
394,401 Mbps for domestic connection and this figures is going to raise in the future.
Appear of online shop and E-commerce websites more and more popular in cyberspace it
makes a change in shopping behavior of consumer. It created a convenient for seller and buyer
by only a click can buy or sell a goods, it saved a time and costs for both sides. According to


24

CIMOGO’s survey result in shopping online, there are 50% people who want to shopping
online and 58% consumer does not believe a current security when deal online because of
steal an account and information, that is a problem need to solve. Consumer needs a service or
tool to guarantee their activity is secure.
Perceived benefits from Internet, Vietnamese government has a lot of policies to develop and
planning to build an E-Government with E-Government’s portal and beginning to change step
by step their activities from offline to online. Everything is going to process through EGovernment’s portal such as: Open a customs Import and Export registration, submit a tax
registration and so on….
In banking industry, domestic and foreign bank are building their online banking service. They
encourage their customer to use online transactions instead of a traditional transaction services.
With this change, banking and their customer need a tool to verify or guarantee their
transaction is legal and trust. Cooperation or link with bank to integrate Certificate Authority
service into bank’s system that is a best way to sell a service to bank’s customer.
According a SVB report: there are 50 branches of foreign bank operation in Vietnam, there are
35 domestic banks include 5 state banks, 5 foreign banks with 100% own capital and 18
companies which operate in financial field and lot of big and small enterprises in the whole
nation.
With this statistic, if VDC/VNPT supply its service to 20% volume of banking in Vietnam, it
is going to attract how many potential customers from these banks. And yearly, rate level only

raise 5% it create big revenue include renew and new subscribers to VDC/VNPT, Number of
bank’s customer is a thousand not hundred. So, if VDC/VNPT have a right policy to banks
and its customer, it remains own revenue and growth rate.
All enterprises that are doing business in Vietnam are involved to two authorities Tax and
Customs. This is a huge potential customer resource beside individual and bank’s resource.
Base on a little statistic that collected from reports, we recognize that Certificate Authority
Service market in Vietnam is new, open and real need.


25

5.

Targeting, Segmentation and Positioning.

Marketer can segment market to many segments depend on industry, need and geographic. In
the industry, marketer can segment to banking industry, financial industry and other industry.
A segmentation will help marketer to see where is a market target and why marketer choose
this segment is market target.
Each industries, marketer will consider its current and future demand, growth and attraction of
service to them. Base on data and information marketer collected via survey, other sources.
Marketer will make a plan to approach and attract customer to use a service.
After market segmentation process, marketer will aim to market target a place they can earn a
money. In this case, as a marketer we see that individual and bank industry are potential
market target that all marketer must to get into.
In order to win, if marketer attracts from 30% to 40% individual customer and from 10% to
30% bank customer, it is mean that the enterprise hold from 30% to 40% market share and
revenue is not small number.
As we know, individual customer is person who will become a loyalty customer or short term
customer depend on a quality of service. They have a right to choose which service is good

and has a good customer care policy. So, marketer must show them see that when you use our
service, you chose a right place to trust. How can marketer do that?
Beside quality of service is first and no need to talk. But positioning image of brand and
quality of service are importance, it is a combination to positioning. VDC/VNPT always
identify as reliable service provider with more than 20 years experience in Internet and
Communication industry and Certificate Authority service is not exceptane. We want to
become leader and our service is trust. So, in order to do it, marketer has to draw out a
stategic plan to build image of VDC/VNPT and when people see image they will think that all
its service is believed and customer’s money pay is a right.
Finally, during a market analyse. Marketer undertands that need of Certificate Authority
service is true and it just begin to rise. Opportunity is large to all people and who know to
catch it and use it clever they will win and become leader. In technology factor, there is not
much difference it is mean that quality of service is the same. But there is a factor which make