MỘT số GIẢI PHÁP HOÀN THIỆN HOẠT ĐỘNG MARKETING đối với sản PHẨM máy đo GPS của CÔNG TY cổ PHẦN THƯƠNG mại và XUẤT NHẬP KHẨU HUY KHÁNH en

CONTENT
Chapter I: GENERAL THEORETICAL MARKETING....................................1
1.1 The Basics of Marketing........................................................................1
1.1.1 General Concept of Marketing.........................................................................1
1.1.2 Importance of Marketing for the operation of the business..............................2
1.1.2.1 Marketing view.............................................................................................2
1.1.2.2 Importance of Marketing for businesses.......................................................3
1.2 Marketing mix........................................................................................4
1.2.1 The concept of the marketing mix....................................................................4
1.2.2 Strategy Marketing mix 4P (Marketing-mix)...................................................5
1.3 Marketing Environment of Business....................................................9
1.3.1 Environmental Marketing outside....................................................................9
1.3.1.1 Macro Environment......................................................................................9
1.3.1.2 Environment Sector.....................................................................................13
1.3.2 Environment within........................................................................................17
Chapter 2: INTRODUCTION ABOUT HUY KHANH IMPORT EXPORT
AND COMMERCIAL JSC...................................................................................18
....2.1 The process of formation and development of the Corporation and
Export Import Trade Huy Khanh........................................................................18
2.2 Functions and responsibilities of the company...................................19
2.2.1 Function..........................................................................................................19
2.2.2 Mission...........................................................................................................20
2.3.The organizational structure of the Company....................................20
2.3.1 The situation of the company's personnel.......................................................20
2.3.2 Organizational structure chart.........................................................................22
2.3.3 Function and duties of each department in the company................................22
2.3.3.1 Functions and duties of Surveyors Topcon..................................................22
2.3.3.2 Function and task analysis, electronic..........................................................23
2.3.3.3 Functions and tasks Administration – Accounting.......................................23

1

2.3.3.4 Functions and tasks Import Export..............................................................23
2.3.3.5 Functions and tasks Warranty......................................................................24
2.4 Advantages and disadvantages of company........................................24
2.4.1 Advantages.....................................................................................................24
2.4.2 Difficulties......................................................................................................24
2.5 Results of operations of the Company for 2010 – 2011......................24
Chapter 3: ANALYZE MARKERTING ACITVITES FOR GPS MEASURING
EQUIPMENT IN HUY KHANH JSC..................................................................28
3.1 GPS measuring equipment consumption results in 2010-2011 period
in Huy Khanh JSC.................................................................................................28
3.2 Analyzing mix marketing activities for GPS measuring equipment in
Huy Khanh JSC.....................................................................................................30
3.2.1 Situation of mix marketing activities for GPS equipment ..............................30
3.2.2.1 Product policy .............................................................................................30
3.2.2.2 Price policy..................................................................................................34
3.2.2.3 Distribution policy.......................................................................................36
3.2.2.4 Sale promotion policy..................................................................................39
3.3 Marketing environment analysis ........................................................42
3.3.1 Outside environment.......................................................................................42
3.3.1.1 Macro environment......................................................................................42
3.3.1.2 Industry environment...................................................................................47
3.3.2 Internal environment.......................................................................................55
3.3.2.1 Human resources:........................................................................................55
3.3.2.2 Financial resources......................................................................................55
3.3.2.3 Goodwill:.....................................................................................................56
3.3.2.4 Retionship between Topcon department with others...................................57
3.4 SWOT analysis.....................................................................................58

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Chapter 4: SUGGESTIONS TO ENHANCE MARKETING ACTIVITIES
FOR GPS-MEASURING EQUIPMENT IN HUY KHANH IMPORT EXPORT
AND COMMERCIAL JSC...................................................................................60
4.1 Strategy to enhance marketing activities of GPS measuring
equipment in Huy Khanh JSC..............................................................................60
4.1.1 Development plans in the near future.............................................................60
4.1.2 Strategy to enhance marketing activities for GPS measuring equipment .......60
4.2 Suggestions for marketing activities for GPS measuring equipment
in Huy Khanh JSC.................................................................................................61
CONCLUSION.......................................................................................................74
REFERENCES......................................................................................................75

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Chapter I
GENERAL THEORETICAL MARKETING
1.1 The Basics of Marketing
1.1.1 General Concept of Marketing
There are many definitions of marketing is being widely used. According to
the statistics do not thing there are a few thousand definitions of marketing, but the
definition is not very different, and no single definition is considered to be correct,
because the authors are of the opinion its own, and it is important to always exercise
and Marketing developed to suit the new situation should be the definition of
Marketing must also change in economic conditions, political, social, to match the
trend development of the times.
We'll look at some of the most typical definition of Marketing in ascending

order of time. First of all the term Marketing first appeared in the United States, so
we will look at the American Marketing Association Marketing definition issued in
1985: "Marketing is the process of planning and implementation of policies
products , price, distribution, promotion and support of business goods, ideas or
services to carry out exchange activities to satisfy the purpose of the organization
and individuals. "
For Christian Gronroos, a study of the Marketing: "Marketing is the activity
set up, maintain and strengthen long-term relationships with customers in a
beneficial way to meet the objectives of the parties. This is represented by the
exchange between the parties and meet the promises "(1990).
According to Professor Philip Kotler, Marketing shall be construed as
follows: "Marketing is a social management process, by which individuals and
groups can get what they need and want through creating , offering and exchanging
products of value with others "(" Basic Marketing ", Philip Kotler, 2005).
The marketing concept has been updated to suit the new business conditions.
So, the American Marketing Association has launched a new definition of
Marketing: "Marketing is the management function of the business, communication

4


is the process of creating and distributing value to customers and the management
process customer relations by ensuring benefits to the enterprise and its
shareholders "(2004). "Marketing is a collection of activities, structural mechanisms
and processes to create, communicate and distribute valuable things for consumers,
customers, partners, and society at large" (2007).
From these concepts, we can draw some comments as follows: First
Marketing and work towards satisfying the needs of consumers, Monday Marketing
is not a phenomenon that is a process derived from the market research stage, the
need to search to find products to satisfy their needs and then this process is

repeated, the third thing we can see that Marketing is the combination of measures
and solutions throughout the business process, from market research, proceed to
production planning (what, how much, how) and the pricing for its products and
services set established distribution channels and sales promotion activities to
satisfy the demand has been detected from the market research stage.
1.1.2 Importance of Marketing for the operation of the business
1.1.2.1 Marketing view
Marketing is so widespread but not from the very beginning has developed
into a complete theory, and in practice this is not all businesses are well aware of
fully and apply marketing theory to management business of the enterprise. So far it
has been summarized from the existing practice 5 point marketing management:
Perspective focused on production: production-oriented perspective that
consumers preferred range of products are widely sold at lower prices. Therefore,
business managers must focus on increasing the scale of production and expand the
scope of consumption.
Perspective focuses on products and finishing products: Given that
consumers always preferred the highest quality products many uses and features. So
the business managers want to succeed must always focus resources on creating the
best quality products and constantly improving them.

5


Focus on sales perspective: Given that consumers often conservative, have
inertia with attitude hesitate, hesitate in the procurement of goods. So, to be
successful businesses need to focus all resources and efforts to the promotion of
sales and promotions.
Marketing point of view is the business philosophy is challenging previous
views. The central tenet of which is formed in the mid-1950s. Marketing point of
view asserts that the key to achieving the goals of the organization is to identify the

needs and wants of the target market and ensure the desired level of satisfaction
with the effective methods and effective than the competitors.
Social marketing point of view: The mission of the enterprise is to determine
the true needs, wants and interests of target markets on the basis of ensuring that
satisfy the needs and desires effectively and efficient than the competition, at the
same time preserve or enhance the prosperity of consumers and society.
After considering the five point of view we can see that the socio-ethical
marketing perspective is best suited to the situation of the market is fiercely
competitive today, the impulse of the process of international economic integration
economy will inevitably cause significant boost businesses must understand and
apply essential business marketing perspective.
1.1.2.2 Importance of Marketing for businesses
Today is not a business that started in the business do not want to add your
business to the market. Because in the open market mechanism only such business
can hope to survive and develop.
Enterprise is a business entity, a living organism of economic life. Body
which need metabolism with habitat outside market. Metabolic processes such as
occur frequently, continuous, large-scale body healthy. In contrast, the exchange
takes place, the body that weak fan turn and premature death.
A business exists definitely have functional activities such as manufacturing,
financial, human resources ... But in a market economy, human resources
management function is not enough to ensure that businesses exist and as there is

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nothing to make sure the success of the enterprise, if separate it from other
functions-functions connected to all activities of the enterprise market. This
function of a field of other management-Marketing management.
As such, Marketing connected production activities of the enterprise market,

that is to ensure that business activities of market-driven business, know your
market-needs and desires of customers prop firm for all business decisions.
1.2 Marketing mix
1.2.1 The concept of the marketing mix
Set of four key variables (product, price, distribution and sales promotion)
constitute a business marketing plan is called the marketing mix (marketing mix).
The four elements of Marketing - Mix interaction, decision factors will affect the
operation of the remaining three factors ("Marketing", Tran Minh Dao, 2002). Four
key elements of the marketing mix is illustrated visually in the following figure:

Figure 1.1: The four elements of the Marketing Mix
Source: The "Marketing Mix" Explained, mba-online-program.com (20/07/2011)
FOUR "P" OF MARKETING MIX
-

Product:

Management

of

factors

including

product

planning

and

development right goods and services that the company will put on the
market.

7


-

Price: the amount of money that customers pay for the product. To decide
wholesale business, retail, discount, discounts and deferred payment terms.
Price of business should correspond to the perceived value of the goods, if

-

not selected, the buyer will turn to competitors products.
Place: Select and manage the channels of commerce to occupy the products
target market at the right time and logistic systems development and product

-

transport.
Promotion: Includes various business activities conducted to inform and
promote their products to the target market.

1.2.2 Strategy Marketing mix 4P (Marketing-mix)
Marketing-mix is a set of variables that can control and business management and it
is used to try to achieve the impact and influence of the target customers. The
components of the marketing-mix is known as:
a. Product

Products is the first and most important element of the system Marketing
mix. In view of Marketing, the product is essentially all of the benefits that the
company offered to customers and they feel. Each unit offered products are made up
of many different elements. These factors are classified into three basic levels: First,
the core element is the nature of the product that is the basic benefits, this is the
product idea. Second, the tangible element of the product, the product is known as a
reality for consumers. These are the elements that make up the entity as the
characteristics of product use, quality standards, designs and colors. Third, aspects
of expansion of the product, also known as finished products - that's the whole
product accompanying services.
Related products with a series of decisions that each company has to pay
attention that: decisions about product features, decisions related to packaging and
services, product mix decisions and product line. To form the decision, the
administrator must have all the necessary information from customers - competition
and market considerations from the company. We'll learn more about the product
decisions:

8


- Decide on product characteristics
- Decision packaging options
- Decide on the type and product portfolio
- Decide on the services supplied with the product
b. Price
In pricing for new products, enterprises can pursue the following basic
objectives: To survive (higher cost), to maximize immediate profit, to increase
market share, to quick recovery of capital, leading to quality. There are also other
objectives are: a business can be used to serve a number of more specific objectives.
Enterprises can set prices low to prevent competition or pricing by competitors to

stabilize the market, the price can be decided at maintaining prestige as well as
support or to dealers avoid the interference of government.
When determining the price for a product, especially new products,
businesses should consider the following price policy applies two:
- Pricing lucrative market (Market-Skimming Pricing)
- Market penetration pricing
c. Distribution strategy (Place)
The basic content of the marketing distribution policies in new product
design and sales network management in early stage businesses launch products to
market.
Network sales channel that is set with the participation of the different
stakeholders have different power and prestige to bring goods from producers to
customers successfully. The design and management of new sales channels to sell
the goods of the business must meet the following basic requirements: One is
consistent with the nature of the product, the other is to create favorable conditions
for customers access and buy products easily, three is to examine the distribution of
competitors and finally distribution channels to ensure that the company increased
sales and establish lasting relationships firm to the intermediary. There are three
main distribution channels following:

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- Distribution of privilege
- Selective Distribution
- Distribute widely
d. Strategic sales promotion (Promotion)
This is one of the four main tools of marketing-mix and it becomes
increasingly effective and important that companies can use to impact on the target
market. The nature of the promotion is the transmission of information about

products and businesses to customers to persuade them to purchase. Promotion
policy mix consists of five major tools are:
- Advertise
- Marketing
- Promotion
- Public relations
- Sales
Each mixed promotion tool has its own characteristics and its cost, so the selection
of tools and policy coordination tools in the promotion mix, marketers must
understand the characteristics of each tool when selecting as well as to consider the
factors affecting the structure of mixed promotion tools such as: type of product
market, push and pull strategy, buyer readiness stage, the period stages in the life
cycle of the product.
1.3 Marketing Environment of Business
To build business strategies, the study of environmental factors Marketing is
very important, it can help businesses capture opportunities and foresee the risk to
be prevented.
Environmental marketing environment consists of internal and external
environment. First we will learn about the external marketing environment

10


1.3.1 Environmental Marketing outside
1.3.1.1 Macro Environment
Macro environment is the force on a broader social level, may affect the
micro-environment includes the environment: economic, natural, scientific and
technological, political-legal and cultural - society. Macro environment is presented
visually in the figure below:

Figure 1.2: The macro environment in marketing
Source: "Marketing Management", Truong Dinh Chien, 2010.
Businesses, suppliers, marketing intermediaries, customers, competitors and
the public are active in a broad macro environment of forces and trends create
opportunities for co- also pose threats. These forces are the forces "can not control"
that enterprises must monitor and respond.
a. Political and legal environment
Political environment include: The level of political stability, the policy line
of the state, political structure, system administration environmental laws including
the provisions and operation of consumer protection organizations.
Political environment of law can hinder or create favorable conditions for the
marketing activities. Three levels of law: The environmental regulations in order to
maintain competition in business, to protect consumers from dangerous products or

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not according to the principles and practices to safeguard the natural environment.
System management and operating policies of macro-state is also a major impact on
the marketing activities of the business represented by dimension encourage and
create favorable conditions or restrictions. Administrative system of economic
impact of cacdoanh marketing activities. A system of bureaucracy, corruption will
make it more difficult for business enterprises.
b. Economic Environment
Economic environment, including the factors affecting customers' ability to
spend and generate different consumption patterns. The market study is not only
aware of the elements of human desire but also to be aware of their ability to spend.
This ability to spend apart depending on demand and prices, depends very much on
the economic situation, people's income, savings and demand financial and credit
conditions. Therefore, the Marketing to identify the main trends in population and

income changes in spending by different groups of people.
Tend to increase the average income of the population in addition will create
a higher purchasing power in the market leads to the needs, wants more different
from the consumer side. They may require more or willing to pay a higher amount
for the factors of quality, diversity, usability, aesthetic or spiritual value that your
product or service capable of carrying back.
In addition, another trend is the distribution of income more division among
the people is a problem the Marketing of interest. The main differentiation is made
more diverse needs and desires of consumers and create market segment
differences.
c. Culture and Social Environment
People born and raised in a particular society and beliefs, awareness of the
values, norms, traditions, affected their behavior from society, from the culture in
which they are born life. Some environmental characteristics of Culture and Society
following impact on the marketing activities of a business:
- Sustainability of the core cultural values

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- The small cultural groups
- The changes in the secondary culture
d. Environmental science and technology
The basics of environmental science and technology are: Speed development
and technology innovation is faster, costs for research and development in the
Group companies increasing their the endless application of new technology and
management requirements of technological applications. Because science and
technology have a major impact on the industry, enterprises of all types in the
industry to keep track of these changes and adjust marketing mix to adapt to it.
e. The natural environment

Natural environment, including natural resources are considered input factors
necessary for the operation of the business and also have a certain impact on the
marketing activities of the business. The effects are as follows:
- The scarcity of raw materials
- The increase in the cost of energy increases the production cost of a business at the
same time increase the cost of living, using products and services to consumers.
- Environmental pollution increased by the operation of the industry and due to
human activities.
1.3.1.2 Environment Sector
Industry environment is a very important content in the external
environment, environmental research business industry to ensure that construction
is effective competitive strategy. By Truong Dinh Chien (2010): The business sector
is defined as a group of companies offering the same product or product class
completely interchangeable. And while this product can completely replace other
products, sometimes, increased the price of this product will make customers tend
to switch to alternative products. Competition among such products are competitive
in the industry.
We will go into research in competitive forces in the industry environment.
Michael Portel (Harvard Business School) has identified five competitive forces

13


should be analyzed to assess the long-term attractiveness of a market or a market
segment. The threat of these forces to the marketing activities of the business are
shown in the following figure:

Figure 1.3: The five competitive forces of Michael Portel
Source: "Marketing Management", Truong Dinh Chien, 2010.
a. Potential competitors

Level of competition in the future is dominated by the risk of entry of
potential competitors. This risk depends on the barriers to entry represented by the
reaction of existing competitors.
Now facing potential competitors at a high level in the following conditions:

14


-

The cost to join the low business. In contrast, when the level of customer
loyalty with high brand new businesses want to appeal or attract customers,
they need time and a plentiful amount of capital to be able to shake the

-

loyalty of customers.
Production costs do not reduce the size and production experience.
Conversely, if the business has the advantage of scale and experience effects
after a long time in manufacturing and trading a variety of products that this

-

will be a barrier to potential businesses to participate in the business.
The current distribution channels and new channels to build easy penetration
Differentiation between low now. Differentiation of newly created products
attract customers, create customer loyalty has created a big gap between

-

business competitors.
There are many holes or gaps in the market for new business.

b. Power of customers
Competitive perspective, customers are often pressured to supply companies for
their products when conditions permit. They often claim to reduce prices or improve
product quality, provide more services. It is these requirements create pressure on
businesses to compromise so that profits and power will decrease.
Business enterprises have difficulty in the market in case of:
-

large-scale buyers than sellers.
The number of new small business buyers should customers buy large

-

volumes.
The alternative sources of supply available.
High customer switching costs or switching costs low customer provider.
The customer has the ability to link together.
Businesses need to avoid dependence on few customers, businesses need to

analyze the competitive forces for each product or group of products and
revolutionary research needs of the industry, forecast the sudden change in the
business.
c. Power of suppliers

15

Providers also pressure now. Suppliers can assert his power by threatening to
raise prices or reduce product quality, on-time delivery .... make corporate profits
decreased due to production costs as well as the ability to meet customer needs.
The supplier will put pressure on now in terms of price or conditions of
supply. This makes a big threat now when the supplier larger scale enterprises, the
cost of switching to other suppliers, products and sales conditions of other providers
each other.
d. The threat of substitute products
Businesses will be seriously threatened by the other businesses provide
products can substitute for enterprise products in the following conditions:
-

Occurs new technology will make existing technology obsolete.
The rapid product changes, continuous appearance of new products based on
technological mutations may disappear many traditional businesses.

A long-term marketing strategy must take into account substitutes. Variable
products business into a product is unlikely to replace the strategic ideas to help
businesses survive longer and be more successful in the marketplace.
e. Competitors in the industry
- The scale competitors and competitive balance. If there are many small businesses
operate separately, in which no business dominant power in the industry to create a
fragmentary competitive structure.
- The small market size and low growth market. Greater market demand, the lower
competitive pressure and market expansion opportunities of larger enterprises. If
market demand is low, slow growth or increase the level of competition will be very
fierce.
- Barriers to retreat from the high industry aside. Greater loss when leaving the
industry means higher barriers to retreat, competition in the industry will tend to
increasingly fierce.

- What is the difference between product firms in the industry is low.
- High fixed costs.
1.3.2 Environment within

16


- Resources available for marketing plan: production capacity, technology, funds
available or can be mobilized, labor and labor quality.
- The resources can be mobilized from external: Borrowing source, the resources
obtained through links or outsource, ...
- Resources: Finance, production, human resources, marketing, research and
development, the capacity of the board of directors and the board.
- Relationship coordination among functions in the enterprise.
- Outside business relationship: The system distribution channels and relationships
with distributors, system suppliers and relationships with suppliers.
Environmental factors inside will help marketing managers discover the
strengths, weaknesses, capabilities and resources of the business can be for
marketing. Currently, internal marketing activities in order to gain the support of all
departments and employees in the enterprise is becoming a key marketing
conditions for effective business.

17


Chapter 2
INTRODUCTION ABOUT HUY KHANH IMPORT EXPORT AND
COMMERCIAL JSC
2.1 The process of formation and development of the Corporation and Export
Import Trade Huy Khanh

 Name: Huy Khanh Import Export and Commercial JSC.
 Address: Minh Khai, Phường Vĩnh Tuy, Quận Hai Bà Trưng, Hà Nội
Huy Khanh JSC was established on May 17, 1993 by Decision No. 0103007665
by the Department of Planning and Investment of Ho Chi Minh City. Hanoi.
Huy Khanh JSC known as one of the leading companies in the field of
providing scientific and technical equipment in Vietnam. Grasp the development
trend of modern technology the company has realized the needs and desires of
customers for scientific equipment and techniques from which advice and provide
the best solutions to customers. With many years of experience and a staff rich
capabilities from leading universities in the country, the company is increasingly
asserting its leading position in the supply of equipment for the fields of
biochemistry, cell electronics, construction equipment and observatory.With the
motto of customers is the first company always aims to please more customers with
your service.
Currently the company has branches operating in all three regions, is
representative of many leading companies in the world of scientific and technical
equipment as:
 Surveying equipment, satellite navigation-gps and forestry: GeoMax,
Leica, Topcon, Nikon, Trimble, Foif, Hi-Target, Yamayo, Garmin,
Magellan

/

ASTECH,

OmniStar,

Geo-Fennel,

Lasertech,

Proshotlaser,Haglof.
 Equipment scientific, technical, environmental monitoring: Memmert,
Alp, CrossMet, Jasco, Shibata, Ohaus, Extech, Lenton, Mocon, Carbolite,

18


WTW, Sato, Kruss, KNF, Atago, Bioair, ELE, GFL, Meiji Techno, Oldham,
Zeltex.
 Underwater instrumentation, monitoring river and sea: Teledyne
Odom, EdgeTech, Humminbird, JW Fishers.
 Processing software, designed: Hypack-USA, Quester Tangent (QTC)Canada, Carlson- USA.
2.2 Functions and responsibilities of the company
2.2.1 Function
Companies whose primary function is specialized in trading all kinds of
scientific and technical equipment for the field of biochemistry, electronics,
construction equipment and observatory:
-

Equipment analysis and basic equipment used in the laboratory

-

Equipment Research, monitoring and control, environmental pollution
treatment

-

Station environmental monitoring of air, water and land mobile and fixed

-

Measuring equipment, test electrical, electronic, mechanical

-

Equipment simulation and practice of physical, chemical, biological and
other specialized electrical, electronic, telecommunications, information
technology, automation, handling environment

-

Security equipment, protection and control of personnel

-

Control equipment, technological lines

-

Equipment for wind energy, solar

-

Research equipment, quality control of products for the agriculture, fisheries,
pharmaceuticals, food and beverage

-

Equipment for biotechnology

-

Medical Equipment

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-

Monitoring Equipment surveying and global positioning satellite

-

Research Equipment and construction materials testing

-

Equipment simulations, experiments and practice for students in high
schools, vocational schools, colleges and universities

2.2.2 Mission
- With the State, to ensure the completion of the duty to pay taxes to the state
and do business in accordance with law.
- To fulfill the policy to employees on work time, rest time, salary, bonuses,
health care, improve working conditions and environment.
- To provide scientific and technical equipment required research, production,
sales and other demand in the country.
- To build strategic business plans and objectives for the Company's products to

ensure the effective implementation of the plan.
- The company is actively decide on the mode of business, sales policy, price
guarantee costs, safety, and development of capital and profit in accordance
with the provisions of applicable laws or regulations.
2.3.The organizational structure of the Company
2.3.1 The situation of the company's personnel
Number of employees by the end of 2011 the company is 100 people. Number of
employees at the head office and branches of the company are shown in the table
below:

20


Bảng 2.1: Employees’s number by areas
Foreign
Number of employees
Rate (%)
Ha Noi Office
50
50%
Ho Chi Minh Office
40
40%
Da Nang Office
10
10%
Total employees
100
100%
Source: Profile of capacity 2011 Administration Accounting - Huy Khanh Company

Number of employees in different areas of the company are shown in the
following table:
Table 2.2: number of employees of the Company under the room
Rooms
Board of Directors

Number of employees
5

Rate (%)
5%

Administration and Accounting

15

15%

Import and Export
Topcon
Electronic Equipment

10
20
20

10%
20%
20%

Analytical Equipment

20

20%

Parts Warranty Edit
10
10%
Total employees
100
100%
Source: Profile of capacity 2011 Administration - Accounting Huy Khanh Company
2.3.2 Organizational structure chart

21


Figure 2.1: Organizational chart of company Huy Khanh
Source: Profile of capacity 2011 Administration - Accounting Huy Khanh Company
2.3.3 Function and duties of each department in the company
2.3.3.1 Functions and duties of Surveyors Topcon
Advised the Board of Directors on the business plan, sales policies, price synthetic
collection, analysis, selection and use of the information in the array of
instrumentation, satellite navigation and its observation Topcon equipment.
Business organization to perform the tasks of the Company from making sales to
the source. Organizations perform marketing tasks: collect - General - selection
process and apply the information to the business. The sales manager of the
company's retail outlets. Organized seminars on its technology Topcon. Delivery
and guidelines to use when signing the contract. Gather and address comments,

complaints, customer complaints in order to best meet customers' requirements.
2.3.3.2 Function and task analysis, electronic

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Advised the Board of Directors of the business of the environmental analysis
equipment, climatic, biological and electronic devices. Organizations conduct
business equipment from customer search stage to delivery and manual, made direct
sales Marketing collects customer information, conduct meet with the client to
provide contract of the company, to participate in its activities and workshops to
promote better equipment and master new technologies.
2.3.3.3 Functions and tasks Administration - Accounting
Unit is to advise and assist the Director in the management and administration of
the financial enterprises, reflecting all economic activity through the synthesis and
analysis of business efficiency. Organization of management, collection and
payment of money, make sure to promote the operation of the money effectively
and in accordance with current regulations of the state. On the other hand managing
all administrative activities of the company, the paperwork and the company's
facilities, is responsible for sending and receiving mail and forwarding the parcel in
the country. Perform all activities of legislation, documents, archives, and
administrative management.
Organize, guide and monitor accounting and accounting business activities of the
company in accordance with state laws of statistics. Synthetic analysis of business
results, statements sum for inspection implement business plans, record accurately
reflect timely and systematic changes in the capital, the bank strips for importing
capital goods, business products. Organization of document management activities
such as questionnaires vehicles, office equipment companies such as printers,
computers, tables and chairs, to ensure that the company maintains regular
activities.

2.3.3.4 Functions and tasks Import Export
To advise the Director and the organization made the following fields: Import of
equipment, spare parts and materials to meet business requirements, maintenance,
repair and replacement.

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Based on the business products, and requirements of the business to work with
vendors planning to import goods for business. Implement procedures with
Customs to legalize the import of goods, goods warehousing management, and the
amount of inventory in stock to report to the director to make a decision in time,
combined with the accounting for monitor the import and export settlement.
2.3.3.5 Functions and tasks Warranty
Repair and maintenance of equipment, delivery support, manuals and installation of
equipment. Organizations perform the maintenance and repair of equipment when
that fails, to support the delivery and user manual for the company's business. To
study how the new equipment and technology can best support the business.
2.4 Advantages and disadvantages of company
2.4.1 Advantages
Companies in the business equipment market science and technology since the very
early stages, so they build brands and reputation. With abundant capital from
shareholders, the company does not have to bear the burden of bank loans. The staff
are very professional and enthusiastic in their work, the board of directors have
good management skills, dynamic and sense of responsibility.
2.4.2 Difficulties
Without the support from the management department as the competitors.
Employees of the company are derived from the technical environment lack of
experience in marketing and sales of products.
2.5 Results of operations of the Company for 2010 - 2011

Results of operations of the Company are shown a clear way through the
following data table:

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Table 2.3: Sales of the company for 2010 and 2011
Rate

Year

2011/2010

2010

2011

1

Sales

161.208.220.000

164.737.826.770

3.529.516.214
305.423.977

2,27

2

Profit before tax

3.889.362.825

4.194.786.802

3

Profit after tax

6.263.413
3.208.724.231
3.146.090.101
0,2
Source: Business Report 2011 - Huy Khanh Company

7,2

With sales promotion efforts, expanding the market .... The company had a
turnover in 2011 was 164,737,826,770 VND, increasing 3,529,516,214 (equivalent
to 2.27%) After payment of corporate income tax, 2011 Huy Khanh company has
reached a high of profit 3146.090.101 VND
Can talk through analysis of business results, the financial situation of the
business is very positive. However, there are some indicators that the company
needs to find a solution for the next year is the cost of goods sold, to invest in sales
and reduce the cost of enterprise management, increase costs for marketing
activities.

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