Marketing strategy for welding and cutting products in namviet company

Marketing Strategy for welding and cutting products in Namviet
company

ACKNOWLEDGEMENT
First and foremost, I would like to thank you all Nam Viet Trading and construction
investment joint stock Company's leaders and staff for their help during my study
field and writing this report.
Sincere thanks should be expressed to the lecturers and professors who have
devoted their best in taking charge of the class of TATM6 - A1 Foreign Trade
University
The writer’s appreciation is to Ms Tran Thi Lan Huong (M.A) for her kind
supervision and suggestions in preparation and writing the report.
Gratefulness is to the readers also, whose feedback will help much in improving the
report.
Writer

Dam Thi Le Minh

Field study report – Dam Thi Le Minh

1


Marketing Strategy for welding and cutting products in Namviet
company

INTRODUCTION
In a market economy, to succeed in business, enterprises must have effective
marketing activities. Distribution strategy emerged as an important marketing tool
to help companies create and maintain long-term competitive advantage in the
market. It focused on system administration of the company’s marketing channels in

the market for product consumption.

Start with the rhythm of development trend of the economy; hopefully bring
the best products, perfect customer service.
After many open fields and new business, because growth and development
of its future development and to create momentum for a new powerful company,
joint stock company investment and commercial construction Nam Viet was born.
Namviet was separated from Cavico Constructions Main Power and Service joint
stock Co,

NamViet company is a new company established in July 24, 2009 and
inherited the system from the client company Cavico CMS.
Viet Nam inherited from system customers and traditional CAVICOVN
corporation is a company built bridges and tunnels already are experienced and very
good relationships with other companies provided industrial equipment products
with the world brand as Boring machine KoKen from Japan, Uniweld Corporation
from Singapore, NamViet should have taken the starting point is the business of
cement, steel and business industrial equipment imported from the those big
companies.

Therefore I am an employee of the Commerce Department of the Nam Viet
company has launched a business plan welding and cutting machine to contribute
their small role in the development of the company so that I select subject
Field study report – Dam Thi Le Minh

2


Marketing Strategy for welding and cutting products in Namviet
company

“Marketing Strategy for the welding and cutting products in Namviet
company” for my field study report.
As started above, my report consists of 3 (three) chapters, the first one is the
company’s business operation background which provides general information of
the company’s business operation to readers, the following one is a description of
the Marketing Strategy for the welding and cutting products in Namviet, and
the last one I give out some more main solutions to improve this.

Field study report – Dam Thi Le Minh

3


Marketing Strategy for welding and cutting products in Namviet
company

CHARTER 1: INTRODUCTION TO NAMVIET TRADING
INVESTMENT & CONSTRUCTION JOINT STOCK COMPANY
1. History and business field

a. History
Namviet Trading and Construction Investment joint
stock company is a new company established in July 24, 2009 and inherited
the system from the customers of company Cavico CMS.

Telephone: (84) 4 379 323 03
Fax: (84) 4 379 323 02
Email:

website:

navicon.vn

b. Business field
The main industries:
Trafficking machinery, equipment and spare parts.
Building materials business
Transportation
Mining
Broker dealers and auction
Installation of machinery and industrial equipment
Construction of public works and civil
Business and production chemicals
2. Customers information
Now, Nam Viet is focusing on internal cavico customers system to sell cements,
equipments as Namviet start to business and some key customers they are Lilama
Corporation, Petro Shipyard Corporation.

3. Business products
Field study report – Dam Thi Le Minh

4


Marketing Strategy for welding and cutting products in Namviet
company

a. Cement
Nam Viet Co is distributor for Dong Lam Cement Factory, Fico Cement Factory,

Phuc Son Cement Factory.
b. Industrial Equipments and machine
NAVICON supplies solutions for profession welding, cutting field, equipments
and spare parts for welding, cutting – main supplier of Uniweld Corporation in
Vietnam – famous in over the World in welding, cutting area.
* Distribute products of famous brands as:
* Metrode offers one of the largest ranges of alloyed welding consumables
available from a single source. The product range from those suitable for low
alloy steels, through numerous diverse steels, to those matching the performance
of nickel-based alloys.
*. ESIWELD: supply welding, cutting machine with Europe Standard
* ESIWELD Ceramic packing tape system is breakthrough in creative to
application for welding field in order to fix fillet., allowing welding all positions
and all kinds of welding easier very much.
* ESIWELD: All in one pickling Solution – Scale remove & pickling for
Stainless Steel any high temperature scale and any adjacent low chromium layer
of metal from the surface of stainless by chemical means.
* Tempil® Tempil incorporates state of the art
* temperature indicator technology to develop a wide range of temperature
measurement products.
*

Dykem® Dalo® Marker industrial paint markers stand out for their

distinctive, bold oil-based paint markings. The stainless steel – ball valve action
tip writes through oil, grease and underwater without losing legibility or
brightness even in extreme weather conditions.
* UNIWELD - the professional is a basic heavy duty cutting outfit. The
ultimate for construction and industrial applications. Addition accessories are
required.

And more, NAVICON provide industrial machines, equipments – spare parts
for drilling, ejecting…of KOKEN – Japan
Field study report – Dam Thi Le Minh

5


Marketing Strategy for welding and cutting products in Namviet
company

4. Business Strategy

High Quality
Products

Competitive
Pricing

Customer’s
benefits

Enthusiasm
Services

Prompt
Delivery

Field study report – Dam Thi Le Minh

6

Marketing Strategy for welding and cutting products in Namviet
company

5. Organizational chart

Board of Management

Director

Vice Director

Trading
Department

Administrati
ve
Department

Vice Director

Finance &
Accounting
Department

Plan &
Construction
Department

Task of Board of Management: Board of Management responsible for capital
investment and direction and control of all activities of the company through its
meetings and the annual report from the Director as well as periodic management.
Task of Director: Director operate directivity all activities of the company and
response to the Board of management activities of the company's such as interest,
lost, turnover, human resource and set up a new business plan.
Task of Vice Director: Vice Directors consult to Director and Board Manager to
manage all marketing strategies for specific business directly, in charge of all works
of related departments, implementing functions other specific tasks.
Task of Trading Department: implement all project business for welding and
cutting products and cement business, implement import and export activities of
industrial equipment. The entire work of marketing, selling, customer service,
Field study report – Dam Thi Le Minh

7


Marketing Strategy for welding and cutting products in Namviet
company

maintenance of industrial products. Trading Manager give out policies such as
selling, marketing and other policies, in charge directive selling for all of products
by month, quarter and year.
Task of Administrative Department: in charge all issues of administrative human,
labor salary policy, internal affairs, foreign affairs, equipment office. Admin
Manager consults human resources for Director and Board of Manager.
Task of Finance and Accounting Department: responsible for all issues of financial
companies on projects such as a loan bank for new business projects, manages the
activities of the company's revenue and expenditure, together with Trading Dept. is
responsible for collecting debts, making the works of tax and banking.

Construction and installation Department: is not formed, the border is Dept for future
development of NamViet in three years.

Field study report – Dam Thi Le Minh

8


Marketing Strategy for welding and cutting products in Namviet
company

CHAPTER 2: MARKETING STRATEGY FOR THE WELDING &
CUTTING PRODUCTS IN NAMVIET.
A. MARKETING RESEARCH ENVIRONMENT
I. INVIRONMENTAL MACRO ECONOMY
1. Environmental Government
a. Advantages
Foreign investment has reached high levels, primarily focused on infrastructure,
high capital disbursements, and use to buy equipment, high quality standard and
high technique.
There are many opportunities to win more contracts and preferential tax
ODA has committed more than $ 5 billion for Vietnam in 2009.
FDI, in 2008, about 11 -11.5 billion of capital was made. According to the Ministry
of Planning and Investment, the current registered capital of the period 2007-2008 is
high due to latency so that these projects will be implement in 2009 and after years.
FDI capital flow in 2009 is not much but their quality will be better in and focus on
the system infrastructure, major projects, using high technology and have ability to
create competitive products. (Excerpt from the book publisher's information release
in June 2009)

b. Disadvantages
we are still in the crisis period, inflation in 2009 is expected about 15%.
Market welding & cutting machine went into low-level saturation, factories and
companies bought enough equipment for workshops.
2. Environmental industry
a. Advantages
Through market research showed that although the welding machine market
compete very hard but there are some gaps in the high-tech welding machines, laser
cutting machine, CNC high-tech cutting machine, welding rods for cover welding ,
pressured welding , low carbon alloy has high hardness ... .. And advanced
equipment protection. In addition, this welding machine cutting equipment in the
Field study report – Dam Thi Le Minh

9


Marketing Strategy for welding and cutting products in Namviet
company

workshop in the period 2004-2005 was to be replaced entirely or replaced spare
parts and this can be a good opportunity for the Company to enter the industry.
b. Disadvantages
- There have been many companies offer the same products, they have the depth of
market experience, team sales engineer, consultant and engineer, warranty,
maintenance and experienced.
- There are many firms specializing in welding, cutting industrial and welding
accessories are in the market.
II. MICRO ENVIRONMENT
1. Internal power of Company
a. Advantages

- There is support for close attention from the Board of Management, has potential
financial
- The new young, dynamic human resource and adapt easily.
- Having good relationships with large corporations such as attracting, oil and gas
and shipbuilding ... to have the advantage of direct sales by the project that these
companies have.
- Can be flexible in the marketing plan
b. Disadvantages
Namviet has not got experience to business in this field, team engineer warranty,
maintenance yet to get transferring technology, which is very important in this field.
- have to set new the whole system operating companies.
2. Researching competitors
Competitors is divided into two regional markets:
Ho Chi Minh: There are about 25 large companies including the direct production
companies and trading companies more productive factory and assembly. In there
these five companies are strongest.
Field study report – Dam Thi Le Minh

10


Marketing Strategy for welding and cutting products in Namviet
company

Sun Korean companies and TB WELDTEC: The team of mechanical engineers,
electrical engineers and sales staff of engineers, officers and employees are: 150
people, they have one long development history, the brand name and experience in
this field, they have established customers system, their customers are: Lilama
Corporation, Vinashin, oil and gas corporation, the system of training schools....
They have full range of products from medium to high level....

The company has strengths in business high-tech products is more:
HANAN companies
Cat Son Company
Company Catminh
Vietnam Coal Corporation.
Ha Noi: five strong companies such as:
Ngoc Linh Company.
Engineering staff crowded, with assembly plant in Hung Yen, branches nationwide,
with enthusiastic sales team consulting, warranty service, maintenance good. As an
official agency of the Air - Liquide from 1994 sales of the Company are mainly
brought from the sale to Air Liquide, which can in terms of flexibility for
customers. Contingent of technicians: 11 people, Business staff: 7people.
Customers of NgocLinh company: Hong Lam Training College, Shipbuilding Bach
Dang, Pha Rung Shipyard, Shipyard Halong, Saigon Shipyard, Marine Engineering,
Mechanical Erection Song Da, Automobile Technology, Nghi Son Cement Factory,
Tam Diep Cement ... A number of other training schools.
Product leadership fully welding equipment cutting medium to high level. Air
Liquide-German, Masser, Chowel - Korea, Hualian - China, Thermadyne - U.S.,
Welding Alloys - English, Eutecic Castolin - Switzerland. Their strength is the
product of Air Liquide.
An Hoa Company
An Hoa is also company imports and assembling machines, welding strengths is its
authorized dealer Dosun Korea. They also import and sell the line of the Taiwan
computer technology and WSM WSE. They also have many years experience about
Field study report – Dam Thi Le Minh

11


Marketing Strategy for welding and cutting products in Namviet

company

distributing and selling these machines.
The An Hoa sell goods by internet and through project-based, 100% payment before
delivery, they have strong consulting ability, their crowded, professional engineers
team and available goods stock. There are many types of machines can be delivered
within 2-5 days in Hanoi. Their website was built very clear to sell goods by
internet. Best selling of brands: ETS – ANHOA, Hypertherm (USA) and Kjilberg
(Germany). This is a company famous on consulting, training technical for welding
field and producing welding machine and assembly equipment is long to request of
customers. The company has built a professional selling Website by internet.
Tien Dai Phat Company.
Provides a range of variety of machines and diverse types of South Korea, Italy,
Japan, this company is developing very fast speeds, are conducted on
professionalize all parts of company such as Customer Service, ability to serve and
meet the needs of customers quickly, fast delivery capability (many items available
in store), the ability to better control financial policies but not on price flexibility.
Sales engineer team, mechanical engineer, the management team have more
experience.
Their products: and full types of industrial machines.
Company Phuclink
Project-based sales professional, has extensive experience in the sales channel, staff
engineers and consulting sales professional, do not sell small orders. Found they
were quite similar to the trend of us, but far exceeding them in terms of expertise
and experience.
Main products: welding cutting equipment is advanced and they have enormous
strength found for Air Liquide ..
How cluster market nationwide.
Company Unitech
This is a company specializing in mechanical cutting including welding industry,

high-capacity consultant, sales team and technicians crowded, agency official
Field study report – Dam Thi Le Minh

12


Marketing Strategy for welding and cutting products in Namviet
company

airline of Finland Kemppi. Addition, they also distributed the welding cutting
equipment from Taiwan, China.
Product leadership they can provide diverse category of goods from average to
advanced, from simple technology to high technology. They also have six years
experience in this business.
3. Researching SWOT Matrix
a. Strengths:
a.1. Namviet can implement customer care very well and amount of customers is
not much yet because the company has started business so that we have a lot of time
to interest all customers.
a.2. Namviet can change quickly and flexibly if Namviet sees their marketing
programs are not effective.
a.3. Namviet can be control all activity in first period so that we can offer values
better to customers.
a.4. We have a certain number of internal customers are CavicoVN Corporation a
series of partners we have good relationships.

b. Weaknesses:
b.1. The company has no market and long-term reputation
b.2. We could not advoice key staff or one of managers of company who meet bad
things as sickness, disease or even remove. ...

b.3. Flow of capitalism, which is unstable in starting period.
b.4. The welding and cutting machine market has come into saturated, many types
of welding rods, welding wire produced in the Vietnam market
c. Opportunities:
c.1. It is necessary to disburse FDI, the country is focusing so much on constructing
infrastructure, urban works, hydroelectric power, building factories, industrial zones
... so that there have high demand for industrial products such as welding, cutting

Field study report – Dam Thi Le Minh

13


Marketing Strategy for welding and cutting products in Namviet
company

machines
c.2. Using existing relationships and internal customers for the period starting
business.
c.3. Remain niche markets for high-tech equipment, advanced welding rods, spare
parts.
d. Risk:
a.1. Technical staff and business staff is not currently available.
b.2. Not built a team of warranty, maintenance products.
b3. Our competitors are having many experiences.
b.3. Goods depends on supplier is Uniweld (from Singapore) so that there are some
risks as goods should may be delayed, disconnected stock.

Field study report – Dam Thi Le Minh

14


Marketing Strategy for welding and cutting products in Namviet
company

B: MARKETING STRATEGY FOR THE WELDING & CUTTING
PRODUCTS IN NAMVIET COMPANY
I. MARKETING GOALS
1. Positioning the brand
Creating the interest, attention and attraction of the Company to customers
construction companies, shipbuilding, petroleum and cement in the years 20092010. By early 2011 we have created the brand and firmly in mind customers know
and understanding the basic system of potential customers with specific marketing
programs.
2. Turnover
Achieve 6,5 billion VND in selling (price from Unwieldy) in the first year and
growth is up 30% of sales annually.
II. GOALS OF BUSINESS AND PROFIT (T9/2009 - T9/2011)
Make sure the sales signed distributor contract with UNIWELD is 500.000 SGD (in
exchange rates 12,558 on July 10, 2009) is rounded 6.279.000.000VND the need to
increase sales is 6.500.000VND.
After calculating the costs will be added to prices with profits expected to work out
the business of selling themselves to market.
1. Profit after tax corporate income is expected:
8% of sales. base on report results of business operations of the company Welcome
this company is a model compact and similar sales levels set out our profit after tax
of their reach is 10%)
2. Annual growth rate expected
up to 30% (according to the research information from rival companies such as
Ngoc Linh, Weldcom, Tien Dai Phat .. showed growth in their sales are in rate from

50% to 100% in 2008. During the period from 2009 to 2011 FDI of VN. VN is still
high and more focused areas to build transportation infrastructure, the construction
works , hydroelectric works to meet the process of industrialization and therefore
Field study report – Dam Thi Le Minh

15


Marketing Strategy for welding and cutting products in Namviet
company

growth of the industry is certainly high, but the situation of economic crisis still
capture the period should end up at 30% growth is the safety that the company be
able to achieve.
III. CUSTOMER CLASSIFICATION
1. Total oil and gas companies
2. Corporation Cavico VN (internal customers)
3. The total construction companies (Vinashin)
4. Cement Corporation
5. Shipbuilding enterprises (Dung Quat)
6. Mining company
7. Vocational schools: Ngoc Linh, Weldcom ... other companies have exploited this
market is very deep so we will not focus right.
IV. MARKETING STRATEGY
1.Choosing main products.
With welding machines, we focus on the type of high-tech machines or automation
systems.
With cutting machines, we focus on the types of laser cutting machines, CNC
machines and the really advanced technology.
With welding consumable: focus on selling welding rods of Metrode company

Other auxiliary equipment: paint marker pen and other equipments using to
protection clothes but the goods imported from China, Korea or producing in
Vietnam can not supply, they can only import from Euro as Saf –fro products or
other advanced equipments that Uniweld supply with competitive prices.
2. Distribution.
Number of agents need to set: 3 agents, one in Ho Chi Minh City, one in Vung tau
City, one in HaNoi Capital because these are main market in Vietnam which focus
on big company in industry.
Policy: Sea gift table for agents and hanging banners: 20 million 2 Agents
Combining two strategies PULL - PUSH
Field study report – Dam Thi Le Minh

16


Marketing Strategy for welding and cutting products in Namviet
company

Strategy mainstream strategy by pulling our direct sales is mainly because the
policies are focused care for the buying decisions and those related impacts should
use a purchase war Drag the mainstream strategy is effective.
Push strategy: the incentives for agents to help us get where product display,
advertising products and take advantage of the storage agents so we will not open
much and it would cost for not high, act as secondary.
3. Price strategy
Evaluation methods: The price is high for products originating in Europe and the
U.S. price of it is really high and was being evaluated since then Uniweld plus
costs, plus profit after tax of the Company is 8% to the price of imported products
sold in the market.
4. Advertising strategy

a. Showroom
(3 showrooms, one in Hanoi, Da Nang 1, 1 HCM) set up showroom in Hanoi in
September always, a Ho Chi Minh City will be established in December, Da Nang
will set up in 2010.
Purpose: open showroom aims to take advantage of the support machinery and
equipment from Uniweld, staff engineer, warranty, maintenance, search business
working in the showroom can share costs with Uniweld doing advertising, brands
Uniweld.
b. Catalogs, brochures
Products need to focus: Production part welding, cutting high-level, solders
Metrode, put paint marker, spare parts and equipment protection high level.
Quantity released: 700 books
Brochures: 1000 sheets
Time of release: proceed to Singapore as soon as the tool for direct marketing.
Location Released: Send all customers can have on the country, focusing more in
Hanoi and Ho Chi Minh
c. E-Marketing
Field study report – Dam Thi Le Minh

17


Marketing Strategy for welding and cutting products in Namviet
company

Setting website: combine the company's website
Objective: sales through the network, advertising products, advertising and
Company Uniweld provider.
E-newspaper advertising based on the characteristics access, number of access will
make a decision choice.

(Website, online newspapers, e-mail - based on the object to the report, the number
of access)
d. PR, Event:
Conduct writes and write press releases as soon as bring products to market,
intended to mid August and early September. Number at least 5 items or more,
posted on two newspapers or journals or mechanical construction.
Magazines
Magazines (selected journals, based on the amount released, audience)
Articles presented marketing customers:
- Raincoat
- Coat
- Other Food Gift

e. Warranty and maintenance policy
Select methods proceed warranty, maintenance:
Warrantee team has 2 staff techniques sale person are in charge of work-related
techniques such as consulting for computer use what works, manuals, instructions
on maintenance machines that perform maintenance of machinery in customer care
programs. Besides hiring a number of contributors have names to help solve the
current orders to use high-tech and high technical requirements. 3 team
collaborators prestigious orders for when they can ask advice and technical support.

Field study report – Dam Thi Le Minh

18


Marketing Strategy for welding and cutting products in Namviet
company

CHAPTER 3: RECOMANDATIONS FOR MAKETING STRATEGY
FOR THE WELDING & CUTTING PRODUCTS AND HUMAN
RESOURCES SOLUTION IN NAMVIET
1. Reasons for weaknesses of implementing marketing strategy from 07/09 to
10/09
After three months implementing marketing strategy arising out many issues to be
resolved and additional new elements and we need to adjust immediately for selling
welding & cutting products plan , can achieve sales target in 2009 and building
initially the brand in 2010.
First: there are some problems generated by recognizing key products wrongly to
make marketing strategy in Vietnam market.
Second: implementing to classify customers and plans to reach selling to them still
slow and limited.

Third: The process of promotion to build identifying brand has not been conducted.
Fourth: The conducting advertising and selling by internet was slow, has not take
advantage of this advertising tool by a new company as NAMVIET about its wide
level, the universal access and the cost savings when making advertising as it is a
sales tool sales industry effectively.
Last: issues of human resource need to interest if there have not got good human
we could not make any plans or strategies. In fact today is the shortage of personnel
NAMVIET serious.
To ensure business success in this moment with a brand new start as NAMVIET
need to have the framework of the good, especially the framework of the Trading
Department of the main forces company’s.
Present staff of the Trading Department includes:

Field study report – Dam Thi Le Minh

19

Marketing Strategy for welding and cutting products in Namviet
company

A vice director in charge of general welding and cutting products business, a
technical sale person, a marketing specialist in charge all issues such as imported
goods, office document management business, make the work of sending
documents to introduce their products to customers, clients set up the system, set up
the system agent, call and visit customers to exploit the project.
There are currently no staff is expected to replace or supplement to ad voice the risk
of personnel as having a person off the team ... has no technical doing customer care
and maintenance products after sale service.
The lack of personnel is the reason making one staff have to do a lot of works and
makes professional marketing plan delayed so much such as training and selftraining knowledge about new products and methods of selling consumable, deal
with customers with lower frequencies so that it is difficult to find their project. It
makes chance to know customer's project is limited and it cause many bad things
for implementing the marketing strategic.
From the above issue I would like to make the following recomendations to more
complete marketing strategy for 2010 to come.
2. Recommendations
First: According to customer classification as NAMVIET were expected to divide
into customer groups as classified customers above we need to carry out the work of
early tele-marketing to reach customers to search Project information, customer
information, focus on oil and shipyard customers for this kind really needs to
consume the product and pricing more appropriate.
Second: Need to recognize key products to suit for current market as consumables
as Metrode wire, Esiweld's cutting & welding machine, this machine has good
quality and very competitive pricing and more Esiweld brand has not sold in
Vietnam market will lead to there are many advantages factor for us to make brand

as well as to receive priority from manufacturer when Namviet is the first company
to exploit new markets help them.

Field study report – Dam Thi Le Minh

20


Marketing Strategy for welding and cutting products in Namviet
company

Third: immediate investment in building brand recognition system, starting from
the decoration of the office and stationery supplies such as letter, paper ... billboard
in the agents, catalogue, brochure, website to quickly bring the company's image
and image of main products to the customer directly.
Fourth: establishing tool selling by internet and advertising on page of famous
industrial selling website immediately we can start with simple ways and saving
costs.
Advertising through out internal channel is Cavico magazine, Cavico VN website.
Last: The problem of human resource need to be resolved first as follows:
Conducting recruitment or transfer human now to form the necessary framework
and then training to improve staff’s knowledge products and selling consumables
skill need to business on the cutting welding products, ensuring the issues serving
for sales activities as importing goods and customer service activities, implementing
maintenance products services very well and ensuring reputation and professional
selling of the company.
Implementing marketing by phone, meeting customers find the project and other
deals.
Specific need for the number of these recommendations would be as follows:
People Position Duties

1. Trading Manager: 1 person
2. Admin (processing orders and contracts): 1 person
In charge: Processing orders and contracts, as part of the documentation relating to
the Trading Department.
3. Technique manager: 1 person
In charge of selling a search technique Responsible array of techniques for all
Trading Department. Specifically, in charge of general counseling techniques,
equipment installation, equipment manuals, warranty, maintenance machinery and
equipment ...

Field study report – Dam Thi Le Minh

21


Marketing Strategy for welding and cutting products in Namviet
company

Also involved in the sale. Partly responsible for sales and customer care.
4. Sales Engineer: 2 people
Mainly on duty sales, consulting techniques, manual and participated in the work
of warranty, maintenance (can not deep). Responsible for sales.
5. Technical Collaborators consultant on duty three techniques, conduct
maintenance, maintenance for customers when needed. 3 people because the
number of cases where you have someone replaced immediately.
6. Financial Analyst: 1 person
7. Accounting treatment of debt Make a mission to track documents and recovery
of customer debts with other tasks as required by Accounting Chief
8. Salary Accounting and other expenses do a task requested by accounting Chief.
9. Total Personnel: 11 people.

Field study report – Dam Thi Le Minh

22


Marketing Strategy for welding and cutting products in Namviet
company

CONCLUSION
During the global economy still fall into crisis and the restoration of the economy
have prospered signs, however, Namviet still find the direction its business and
established in sensitive to this point is a great effort, the results of the search
reasonable business directions, finding a nick market to business in the cutting &
welding industry, a sector are fierce competition. However, as described in the
industry to explore market in Vietnam is in the initial period of market economy,
infrastructure investment should be a lot .... The exploitation of natural resources
such as oil, coal, cement still boom business so this product actually still much
space of market.
Marketing strategy for welding and cutting products are made but had to prepare
and calculate the thoughtful then still need the additional adjustments in time to
achieve the profit targets set out.
To contribute to the development of marketing strategy I would like to make
recommendations on issues of distribution channels, advertising network, selling
the network, redefine product strategies and human resource issues for marketing
this strategy.
I hope that my comments may be used for the development of the company in
future.

Field study report – Dam Thi Le Minh

23


Marketing Strategy for welding and cutting products in Namviet
company

REFERENCES
1. Marketing – Philip Kotler
2. Kinh tế Việt Nam thời kỳ khủng hoảng.
3. http:/ www.marketingchienluoc.com
4. http:/www.Cavicocms.com

TABLE OF CONTENTS
INTRODUCTION……………………………………………………………….…2

CHARTER 1: INTRODUCTION TO NAMVIET TRADING
INVESTMENT & CONSTRUCTION JOINT STOCK COMPANY……4
6. History

and

business

field…………………………………………………..4
7. Customers information……………………………………………………..4
8. Business products……………………………………………………….…..4
9. Business Strategy …………………………………………………………...6
10. Organizational chart…………..…………………………………………....7

CHAPTER 2: MARKETING STRATEGY FOR WELDING &
CUTTING PRODUCTS IN NAMVIET. ………………………………….9
A. MARKETING RESEARCH ENVIRONMENT ……………………………..9
I. INVIRONMENTAL MACRO ECONOMY……………………………………...9
1. Environmental Government …………………………………………………...9
2. Environmental industry ………………………………………………………..9
II. MICRO ENVIRONMENT…………………………………………………….…9
1. Internal power of Company ……………………………………………………9
2. Researching competitors ……………………………………………………….9
3. Researching SWOT Matrix…………………………………………………...12
B: MARKETING STRATEGY FOR THE WELDING & CUTTING
PRODUCTS IN NAMVIET COMPANY……………………………………….15

Field study report – Dam Thi Le Minh

24


Marketing Strategy for welding and cutting products in Namviet
company

I. MARKETING GOALS …………………………………………………………15
1. Positioning the brand…………………………………………………………..15
2. Turnover………………………………………………………………………..15
II. GOALS OF BUSINESS AND PROFIT (T9/2009 - T9/2011) ………………..15
1. Profit after tax corporate income is expected………………………………...15
2. Annual growth rate expected………………………………………………….15
III. CUSTOMER CLASSIFICATION……………………………………………16
IV. MARKETING STRATEGY…………………………………………………..16
1.Choosing main products. ………………………………………………………16

2. Distribution……………………………………………………………………..16
3. Price strategy…………………………………………………………..……….17
4. Advertising strategy …………………………………………………………..17

CHAPTER 3: RECOMANDATIONS FOR MAKETING STRATEGY
FOR THE WELDING & CUTTING PRODUCTS AND HUMAN
RESOURCES SOLUTION IN NAMVIET ………………………………19
1. Reasons for weaknesses of implementing marketing strategy from 07/09 to
10/09………………………………………………………………………………..19
2. Recomendations ……………………………………………………………….20

CONCLUSION……………………………………………………………..23

Field study report – Dam Thi Le Minh

25