Nghiên cứu xây dựng chiến lược marketing của doanh nghiệp xây dựng quy mô lớn ở việt nam tt tiếng anh

MINISTRY OF EDUCATION AND TRAINING
UNIVERSITY OF TRANSPORT AND COMMUNICATION
----------

DANG THE HIEN

STUDY ON ESTABLISHMENT OF MARKETING
STRATEGIES FOR LARGE-SCALE
CONSTRUCTION ENTERPRISES IN VIETNAM

Major: Construction Management
Code: 9.58.03.02

SUMMARY OF PHD DISSERTATION IN ECONMICS

HA NOI - 2019


This dissertation is completed at: University of Transport and
Communications
Scientific guidance group:
1. Prof. Dr. Nguyen Dang Hac
2. Assoc Prof. Dr. Dang Thi Xuan Mai
Examiner 1:
Examiner 2:
Examiner 3:

This dissertation will be defended before the Board of Examiners at institute
level at: University of Transport and Communications
at … o’clock on day …… month ……… year ……….

This dissertation can be found at:
Library Information Center, University of Transport and Communications


LIST OF STUDIES BY THE AUTHOR

I. Science papers and presented papers
1. Dang The Hien (2011), “Modelling on establishment of Marketing strategies for
construction enterprises during international integration period”, Science Journal
of Architecture and Construction – Hanoi Architectural University, (7), pp.36.
2. Dang The Hien (2016), “Legal framework for investment in the form of publicprivate partnership - PPP in the trend of international integration of the
construction industry”, Science Journal of Architecture and Construction – Hanoi
Architectural University, (21), pp.66.
3. Dang The Hien (2017), “Establish Marketing strategies for construction
enterprises during international integration period”, Journal of Construction
Economics – Construction Ministry of Vietnam, (4), pp.27.
4. Dang The Hien (2018), “ Establish mixed mmarketing strategies for construction
enterprises during international integration period”, Science Journal of
Architecture and Construction – Hanoi Architectural University, (31), pp.64.
5. Bui Manh Hung, Dang The Hien (2013), “Quality Assurance Methods for
construction projects – Lesson learned from Hanoi Urban Railway Project”,
Proceeding of International Science Conference – Construction Economics and
Management, Theories and Practical Matters, at Hanoi National University of
Civil Engineering, pp.105.


II. Science Research Projects Completed
1. Bui Manh Hung, Dang The Hien (2011), Prevent Fire – Explosion and Poision
for Underground Projects, Construction Public House, Hà Nội.
2. Dang The Hien (2015), Special Report No.7: “Analyze several EPC projects that

have been implemented in the world for

lessons learned in the process of

proposing the content of management and supervision of construction projects
implemented in the form of EPC general contractors”, Science Research Project at
Ministry level: Research for proposing contents of management and supervision of
construction projects in the form of EPC general contractor, Ministry of
Construction passed by 2015.


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INTRODUCTION
1. THE NEED FOR THIS STUDY

Science on marketing is one of modern economic theories, associated with the
market economics. In the context of international economic integration and the
development of digital technology, marketing activities are growing strongly with new
knowledge and skills in all areas of an economy. Marketing as a science and art in
business has been widely used and brought success to many enterprises, organizations
and countries around the world.
With the current concept, marketing strategies become a very important strategy of
enterprises in general and construction enterprises in particular. Through the development
of marketing strategies, construction enterprises determine operated directions and how
to achieve development goals of their businesses. Establishments of marketing strategies
become more necessary for large-scale construction enterprises in the context of a
globalized economy.
Production and business activities in large-scale construction enterprises have many
specific characteristics that differ from those of industrial goods and consumer goods
manufacturing enterprises. Therefore, the establishment of marketing strategy

frameworks for large-scale construction enterprises needs to be based on scientific
reasoning basis, accurate practical basis to determine differences in marketing strategies
of large-scale construction enterprises comparing with other enterprises.
With the context of our economy today, large-scale construction enterprises are not
only acting as construction contractors but also acting as general investors and real estate
investors. Other activities, enterprises are not only operating in the domestic markets but
also gradually participating in the construction market on the world. Therefore, the
requirement is that there should be scientific and systematic researches on establishment
of marketing strategy frameworks for construction enterprises as a basis to apply on the
practical operation of enterprises.
From above issues, the author chooses the topic “Study on establishment of
marketing strategies for large-scale construction enterprises in Vietnam” as the
content of Doctoral Dissertation in Economy, major in Construction Economics.
2. RESEARCH OBJECTIVES OF THE DESSERTATION

Study and propose the development of a marketing strategy framework for largescale construction enterprises (with 2 business fields: site construction and real estate
invested activities) suitable for the current economy.
3. RESEARCH OBJECTS AND SCOPES

Research Objects of Dissertation
The research object of the thesis is to establish marketing strategy for large-scale
construction enterprises in site construction and real estate invested activities.
Research Scopes of Dissertation
- In terms of space: The research space of the thesis is related to the establishment
of the marketing strategy for large-scale construction enterprises, site construction and
real estate invested activities those have real estate business investment in Hanoi and Ho
Chi Minh City.
- In terms of time: Study the situation on establishment of marketing strategies and
deploy marketing strategies into practice of large-scale construction enterprises in recent
years (from 2013 to present).

4. RESEARCH QUESTIONS

- The theory basics on establishment of marketing strategies for enterprises and


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what issues need to be clarified, supplemented and perfected to suit the current economy?
- What is the current situation of marketing activities and establishment of
marketing strategies for large-scale construction enterprises?
- What are prerequisites for establishment of marketing strategies for large-scale
construction enterprises?
- What are procedures and contents of each steps to establishment of marketing
strategy frameworks for large-scale construction enterprises? Components and their
coordination between mixed marketing in marketing strategy frameworks
5. SCIENTIFIC AND PRACTICAL SIGNIFICANT OF THE DISSERTATION

5.1. Scientific Significance
The dissertation has systematized, clarified and supplemented the theoretical basis
for establishment of marketing strategies on enterprises. Provide scientific arguments,
suitable to build marketing strategy framework for large-scale construction enterprises?
5.2. Practical Significance
Assess the status of marketing activities and establishment of marketing strategies
for large-scale construction enterprises in site construction and construction activities
with real estate investment in the period from 2013 to present.
Propose to establish a marketing strategy framework for large-scale construction
enterprises in accordance with two areas of operation, namely: site construction and real
estate invested activities.
6. DISSERTATION STRUCTURE

In addition to the introduction, conclusions and recommendations, references,

appendices, the content of the dissertation consists of 04 chapters:
Chapter 1: Literature reviews of research projects related to the dissertation topic
Chapter 2: Basic theoretical issues about establishment of marketing strategies for
enterprises
Chapter 3: Practical status of marketing activities and establishment of marketing
strategies for large-scale construction enterprises
Chapter 4: Establish marketing strategies for large-scale construction enterprises
1.
CHAPTER 1
LITERATURE REVIEWS OF RESEARCH PROJECTS RELATED TO THE
DISSERTATION TOPIC
1.1 Research projects from local authors
1.1.1 Research projects on marketing activities of enterprises
Research projects on marketing activities of enterprises operating in different areas
have been mentioned issues of organization and management of marketing-related
activities such as: measures on products, prices, distributions, advertising, sales ... to
improve enterprises ‘ competitiveness. Through these studies, the author can determine
research directions and limit the research scopes and objects to suit the reality, such
studies are as follows:
- Truong Dinh Chien with a doctoral dissertation, "Organize and manage the
marketing channel system of Vietnamese enterprises"; Le Thi Kim Nga with the doctoral
thesis in economics, "The main marketing solutions to improve competitiveness in the
banking sector"; Nguyen Minh Tuan with his doctoral dissertation in economics, "Some
solutions to improve the effectiveness of marketing activities in Vietnam's steel industry";
Nguyen Xuan Lan with economic doctoral dissertation, “Method of adjusting prices in
marketing activities of Vietnamese enterprises”; Dinh Quang Toan with his doctoral


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1.1.2

1.2
1.2.1

1.2.2

1.3

dissertation in economics, "Marketing policy for passenger transport services for
Vietnam Airlines in the context of international airline alliance"; Le Tien Dung with the
doctoral dissertation in economics, "Study marketing solutions applied to passenger
transport on railroads"; Vu Huy Thong with a doctoral dissertation, "Research on
marketing for administrative management in Vietnam - Reasoning, reality and solutions"
Research projects on establishment of marketing strategies for enterprises
There have been several studies on marketing in construction and marketing
application in production and business activities of construction enterprises [69] [41] [61]
[24]. However, these studies have not mentioned the development of a science-based
marketing strategy, applied to large-scale construction enterprises in the context of the
current globalized economy, specifically. These studies are:
- Tran Van Tan with a doctoral dissertation, “Applied and developed research for
a number of strategic and marketing policy issues in construction; Nghiem Sy Minh with
a doctoral dissertation in economic science, construction marketing and applying it in
construction enterprises; Dinh Dang Quang, Marketing of construction enterprises;
Nguyen Dang Hac, Marketing of construction enterprises; Nguyen Van Chung with a
doctoral dissertation, "Perfect the business marketing strategy management of stateowned commercial enterprises in big cities of our country"; Vu Tri Dung, Hoan Tien
Thanh with the article "The relationship between business strategy and marketing
strategy in enterprises".
Research projects from oversee authors
Research projects on marketing activities of enterprises

Philip Kotler, an oversee author who specializes in marketing research, Philip
Kotler's research is mainly about marketing such as: basic concepts of marketing,
marketing management, research system and marketing information, concept of
marketing environment, business issues and consumer buying behavior; problems of
measurement, market forecasting, market segmentation and target market selection;
problems of goods, products, product prices, product consumption, marketing
communications activities. In addition, market research helps businessman and marketing
professionals understand the dynamics of change and the impact of globalization and
regionalization on the future market.
In addition, there are some authors such as: Author Jonah Berger, "Propaganda
effect; Paul R. Gamble - Alan Tapp - Merlin Stone "breakthrough Marketing"; author Al
Ries, Jack Trout, "Positioning: The battle for your mind"; Gini Dietrich "Spin Sucks"
[91] are effective research document of media management and reputation in today's
digital age where the internet makes everything popular.
Research projects on establishment of marketing activities for enterprises
- Philip Kotler, a researcher, has studied the marketing strategy for enterprises,
which refers to the concept of marketing strategies, step sequences and contents to
develop marketing strategies and contents related to marketing strategies. such as market,
market segment and marketing environment, product content, pricing, distribution and
marketing communications. In addition, Paul R. Gamble - Alan Tapp - Merlin Stone [44]
mentioned marketing breakthroughs, thereby creating lessons for enterprises to
establishment of relationships with customers and plan battles of marketing strategy in
the current market segments.
Comments and Determine research gaps
The author analyzed and evaluated research results on different perspectives on
current affairs, on the relevance to market changes (the change in the laws of movement
of the economy currently), the compatibility with new perspectives on marketing ... to


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serve as a basis for determining the research direction of the dissertation topic.
- General theories on marketing and development of marketing strategies have
been studied a lot [19] [21 [22] [23] [27] [28] [52], contents of these studies focused on
establishment of components for mixed marketing (products, prices, distribution and
communication), has not yet developed a marketing strategy for enterprises. In these
studies, there has not been any study to specify marketing activities and development of
marketing strategies for construction sector with specific characteristics in Vietnam.
- Research projects [6] [50] [52] [31] [32] [21] [40] [70] [75] ... focused on basic
theories of general marketing management activities in the enterprise, including the
marketing strategy management.
- Studies [34] [14] [15] [73] [77] [25] [33] [35] [87] [68] have research contents
on marketing activities, establishment of marketing strategies but limited to only a few
areas and research contents also focus on establishing components of mixed marketing
such as products, prices, distribution, media, people, processes ..., This studies have not
mentioned orders and contents of establishment of marketing strategies for large-scale
construction enterprises.
- Research contents [24] [61] [69] [84] [85] [86] gave the process and content to
set up marketing strategies for enterprises. However, the procedure and content to
establishment of marketing strategies are no longer consistent with modern marketing
trends, need to have additional studies, modify to suit the current economy.
- Application and combination of marketing components to create mixed
marketing of enterprises has been mentioned [65] [50] [55] [24]. However, these studies
are only at the level of questioning, and specific studies of the coordination between these
components in construction enterprises with the characteristics of the construction
industry and the scale of enterprises big is not available.
From above comments, the author defines research gaps and research directions of
the dissertation is to study and develop the marketing strategy of large-scale construction
enterprises, with the following specific contents:
- The trend of international economic integration of our economy is an
inevitable trend in the current context, so the dissertation needs to have researches on

new views in modern marketing and its effects on building marketing strategy of largescale construction enterprises.
- Through scientific theories for establishment of marketing strategies and the
status on establishment of marketing strategies for construction enterprises, the
dissertation needs to make new studies on the order and content of steps to establish
marketing strategy for large-scale construction enterprises.
- The field of business activities of large-scale construction enterprises is now
quite diverse, so the development of marketing strategies should have scientific
researches with high reliability to scale construction enterprises for applying to their
enterprises.
- The dissertation studies and establish a marketing strategy framework, in
which special content needs to be studied as the coordination between marketing
components to form mixed marketing in accordance with the nature of production and
business activities and scale of construction business.
2.
CHAPTER 2
BASIC THEORETICAL ISSUES ABOUT ESTABLISHMENT OF MARKETING
STRATEGIES FOR ENTERPRISES
2.1 Marketing strategies on enterprises ‘ business strategies
2.1.1 Definition of enterprises ‘ business strategies


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The prevailing viewpoint now is that business strategy is a system of perspectives,
goals and basic objectives and solutions and policies to best utilize resources and
advantages, opportunities for enterprises to achieve goals set out in a certain time limit.
Business marketing strategy is a functional strategy that plays a role in supporting the
overall business strategy, indicating tasks that enterprises must perform, creating
distinctive distinguishing capabilities for enterprises to gain advanced competitive
positions [71, p.298].
2.1.2 Marketing strategies of enterprises

2.1.2.1Definition of business stagetegies
 Definition of business strategies
A marketing strategy is an important, inseparable functional strategy of a business
strategy. A marketing strategy that clearly defines enterprises’ marketing goals and a set
of marketing measures to achieve that goals. The content of the marketing strategy is to
define marketing objectives, select target markets, determine appropriate marketing
strategy options, establishment of mixed marketing and implementation planning. Thus,
establishment of mixed marketing is an important content of the marketing strategy.
 Strategy plans and marketing plans
Viewpoints on strategic planning and marketing plans are expressed by researchers
such as:
- Strategic planning of an enterprise is essentially an anticipation of the future
(opportunities and risks) from which to set goals and operational orientations to adapt to
the future and to ensure delivery long-term and solid growth in the market [6, p.70].
- Marketing plan is a functional plan, a tool to run marketing activities of enterprises.
A marketing plan is a management document containing instructions for marketing
activities that will be carried out for a brand or a product type and allocate these activities
over the implementation period of the plan.
2.1.2.2Roles and needs for establishment of marketing strategies for enterprises
2.1.2.3Main components of marketing strategies
Enterprise’ marketing strategy is studied by many authors, including similar views
and different views. Through systematizing the theoretical basis of marketing strategy,
from the author's viewpoints, the core activity of modern marketing strategy includes:
market segmentation and target market selection; market positioning; establishment of
mixed marketing.
a. Market divisions and selection of target markets
Market researches and segmentations to determine the target market suitable for
businesses is an important task, requiring marketing departments of enterprises to
perform in a scientific and professional manner. Selecting a target market is one of
important activities and an indispensable factor in the process of developing a marketing

strategy.
b. Marketed orientation
Market positioning is the product design and image of enterprises to capture a special
and valuable position in the minds of target customers. Market positioning requires
enterprises to decide how many different points and which ones for target customers
should be promoted [19, p.249].
Positioning on the market is the inclusion of good, unique and unforgettable
impressions of enterprises' products in the mind of customers with appropriate mixed
marketing strategies [24, p.27].
c. Mixed marketing


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There are many different expressions of mixed marketing researchers, according to
the author, mixed marketing is a collection of marketing tools that enterprises use to
achieve goals in a selected market. Marketing tools are blended and combined into a
unified whole to respond to market differences and changes [24, p.15].
Currently, there are many different viewpoints on how to call Ps in marketing
activities of enterprises, whose authors consider P as policies of marketing strategy; other
authors consider P as tools, variables, measures, coordination, components of marketing
mix; There is also an author who considers P as strategies of marketing activities in
enterprises. However, from the author's viewpoint, the Ps here is the component that is
combined into a unified whole to achieve goals of the target market and create the
marketing mix of enterprises.
Components of mixed marketing are built and targeted to a specific customer (target
market) group. Mixed marketing can be chosen from many possibilities, expressed as a
function with 4 variables - 4P: product (product), price (price), distribution (place) and
communication ( promotion). In addition, depending on business sectors, mixed
marketing is outside above 4 components may be interested in other P components such
as: with real estate business, there may be more political components ( Politic), Policy

(Policy) [6, p.111]; power (Power), public relations (Public relations), Process, people or
service personnel (people / personnel) or physical evidence of service providers (physical
evidence) ) [24, p.18].
2.1.2.4Methods for establishment of marketing strategies for enterprises
The process of setting up a marketing strategy consists of four stages: determining
objectives for the strategy; analyzing and forecasting on enterprise capabilities and
mandatory requirements; establishing possible strategic options; assessing and selecting
strategies [24, p.53].
2.2 Components of mixed marketing
In Philip Kotler's view on large-scale marketing research, in mixed marketing in
addition to four basic components as mentioned above, he added two components - 2P
which is the power component (Power). and public relations (Public relation) to form
mixed marketing [24, p.12] with 6 components - 6P in accordance with the characteristics
of global marketing [50, p.657] and attributable large enterprises. Power is now a
component of mixed marketing, but at the same time a promotion strategy. In contrast,
public relation is an enticing strategy. Power can push enterprises into a market, while
public relations can entice businesses into that market. Thus, according to the author,
large-scale enterprises need to study the view on large-scale marketing and global
marketing to apply to the development of the marketing strategy of enterprises.
2.2.1 Enterprise products
2.2.1.1Products in accordance with marketing viewpoints
The modern marketing perspective on products and services of enterprises is now
divided into two viewpoints: that are marketing theory according to divergent theory
(marketing scientist Al Ries and Jack Trout) and marketing perspective according to
integration theory (with indirect participation of Philip Kohler).
2.2.1.2Contents and components of products
a. Product types
b. Consolidate the development of current product reputation
c. Develop new products
d. Product brands

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e. Product packages
f. Complete and improve the product's use characteristics
2.2.1.3Product life cycles
a. Definition, meaning and stages on product life cycles
Product life cycles describe the dynamics of consuming a product from the moment it
appears on the market until it can no longer be sold, i.e. by the time it withdraws from the
market. The purpose of analyzing the product life cycle is to find a break-even point to
align the operations of the enterprises so that it is the most profitable, i.e., extend the
phases (phase) of interest collection, shorten the periods (phase) loss.
According to the life cycle theory of products, each product or goods in its
development process has to go through a number of mandatory phases (phases):
deployment, growth, saturation (maturity) and degradation. [61, p.82].
b. Impacts of life cycles on marketing strategies
The product life cycle is reflected in the volatility of product sales corresponding to
the product development process in the market. When planning a production and business
development plan for the future, it is important to know what stage of your product life is
in order to build a product strategy for fit.
2.2.1.4Development of new products
a. Definition and contents on new products
b. Research process for developing new products
c. Decisions on launching new products to markets
2.2.2 Product values of enterprises
2.2.2.1Goals of pricing policies
Product prices in the marketing strategy of enterprises often target many different
goals such as:
- Exists in the market
- Profit maximization

- Maximize sales volume
- Leading in product quality
2.2.2.2 Impacted factors on pricing policies
 Macroeconomic environment and policy, price management regime of the state
 Factors on market side
 Factors on enterprise side
- Structure of production costs
- Quality and reputation of products
2.2.2.3Methods for Price formation
a. Price formation based on production costs
b. Price formation based on dividing costs on fixed costs and variable costs
c. Price formation based on market demands
d. Price formation based on competitive situations
2.2.2.4 Procedures for price formation
- Calculate and analyses costs
- Analyze the market and forecast the volume of products that can be consumed
- Determine the price range and expected prices
- Decide optimal price levels
- Develop price structures
- External quotations
2.2.2.5 Price strategies


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 Strategies for high-price deformation
 Strategies for low-price deformation
 Strategies for market oriented price deformation
2.2.3 Distribution of enterprise products
2.2.3.1 Distribution policies on marketing strategies
Distribution is an important part of marketing strategy. Basic components of

distribution in marketing:
- Ssupplier and final consumers.
- Consumers’ intermediaries
- Systems of warehouses, wharves, transport means, shops
- Market information systems
2.2.3.2 Distribution channels
a. Definition of distribution channels
b. Types of distribution channels
Distribution channels have very complex structures and relations, which may or may
not have consumer intermediaries. In fact, distribution channel types are often
distinguished by channels’ lengths. There are three types of typical distribution channels:
super-short distribution channels, short distribution channels and long distribution
channels.
c. Design of distribution channels for enterprises
When designing distribution channels, enterprises must always balance the goal of
maximizing benefits and levels in accordance with the practical operation. The most
common process for designing distribution channels is shown in Figure 2.5 below:
Analysis of consumer needs, identification of distribution goals, identification of major
channel options, assessment of channel selection.
d. Activities of distribution channels
In the course of operation, disagreements about the roles, objectives and benefits of
each member will create conflicts in the channel. Conflicts in distribution channels have
two types: Horizontal conflict and vertical conflict.
e. Organizations of distribution channels
With the development of scientific and technological progress 4.0, rapid marketing
and online marketing have directly affected the nature and structure of marketing
channels. This trend has mediated the channel structure, that is, producers cut off
intermediaries to sell their products and services directly to the final buyer or when new
intermediate forms replace traditional intermediaries.
2.2.3.3 Distribution policies

There are 3 special distribution policies: wide distribution, selective distribution and
exclusive distribution [61, p.124].
2.2.4 Marketing communication
2.2.4.1Communication policies on marketing strategies
Marketing communication is in fact all activities to provide information about
products, services, brands and enterprises themselves to customers, to create awareness,
to build trust and to promote purchasing actions. Marketing communication activities
include: advertising activities, sales promotion, public relations, personal sales, direct
marketing and online marketing.
2.2.4.2 Advertising activities
a. Establish advertising programs for enterprises
The process of setting up an advertising program for enterprises consists of 5 stages:


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identify objectives, objects and recipients of advertising, choose forms and means of
advertising, build advertising contents, choose advertising strategies or policies and
advertise program development [61, p.134].
b. Evaluation of advertisements
2.2.4.3 Sale promotions
Sales promotion is an important marketing activity of communication and is often
used in the following cases: a fiercely competitive market; Current products of businesses
are reputable in the market; New products launched on the market [61, p.138].
a. Sales promotion with marketing intermediaries
b. Sales promotion with customers
2.2.4.4 Personal sales
Personal sales is an essential tool of marketing communication and is considered a
personal communication tool, able to adapt to a variety of customer reactions.
 Procedures for personal sales
 Impliment strategies for personal sales

 Evaluate and control sales [7, pp.457]
2.2.4.5Public relations
Public relations (PR) is a collection of measures to transmit beneficial information to
increase the reputation of products and enterprises and indirectly increase demand for
products.
 Working procedures for public relations
 Coordinate public relations activities with marketing communication tools
2.2.4.6 Direct marketing
Direct marketing is a commercial tactic characterized by approaching customers not
through intermediaries, personalized and independent of distance. Direct marketing is
applied through a variety of media such as mail, phone, catalog, leaflets, television, radio
and internet.
 Marketing relate directly with other components of mixed marketing
 Tools for direct marketing
- Tools of postal mails and catalogues
- Radio tools
- Main means of printing are newspapers and magazines related to products,
sales and advertising.
- Marketing through telephones or telephone sales
2.2.4.7 Online marketing
The strong development of internet and digital technology has given business
managers different ways of thinking and marketing. This method is widely used and
combined with some other traditional methods to promote the role of marketing in the
business and production activities of enterprises and help enterprises easily calculate the
invested profit index.
 Communication purposes through using Internet
 Online marketing with different components of mized promotions
- Internet advertisements
- Internet with sales promotion
- Personal sales with Internet

- Public relation with Internet
- Direct marketing on Internet


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3.
CHAPTER 3
PRACTICAL STATUS OF MARKETING ACTIVITIES AND ESTABLISHMENT
OF MARKETING STRATEGIES FOR LARGE-SCALE CONSTRUCTION
ENTERPRISES
The data obtained from interviewed surveys and investigation include quantitative
and qualitative data, so the author collected, analyzed and processed those data to
quantify interview results. Check out to highlight issues that need more researches.
Thereby, the author assesses the status of marketing activities and establish marketing
strategies of large-scale construction enterprises as a basis for proposing measures to
establish marketing strategies for large-scale construction enterprises in Vietnam.
3.1 Overview on large-scale construction enterprises in Vietnam
Large-scale construction enterprises are enterprises that satisfy regulations on the
establishment of enterprises according to regulations and satisfy one of the following
conditions: enterprises with total capital or total assets of over VND 100 billion, there are
more than 200 employees participating in social insurance or having a turnover of more
than VND 200 billion.
In the field of construction today, large-scale enterprises are mainly enterprises
operating in the field of project construction and real estate investment and business, so
enterprise activities in these areas are highly representative for large-scale construction
enterprises.
3.2 Personal surveys for large-scale construction enterprises
3.2.1 Purposes of personal surveys
Detail purposes of personal surveys are as:

- Find out the current status of the appropriateness of the management organization
with marketing activities of construction enterprises.
- Find out the status of establishment of marketing strategies, sequences and contents
of steps to establish marketing strategies of construction enterprises.
- Understand the status of building components of mixed marketing and the
coordination between these components (products, prices, distribution, media and other
components, if any) of the construction enterprises interviewed.
3.2.2 People surveys and sample numbers
- Subjects of the survey: Large-scale construction enterprises based in Hanoi and Ho
Chi Minh City operating in site construction and construction sectors with real estate
investment and business.
- Number of interviewed surveys: The author conducted contact questionnaires to
survey 57 large-scale construction enterprises, of which 40 survey questionnaires were
collected from 40 enterprises meeting the thesis's research requirements, have practical
value as a basis for analyzing and evaluating [part 2, appendix 1 and part 2, appendix 2].
3.2.3 Prepare for questionnaire and select interviewed methods
Interviewed surveys were conducted through questionnaires. The content of the
questionnaire was built by the author in accordance with the content to be studied and
implemented through 3 steps, the length of the questionnaire was moderately (35
questions); questions are built with appropriate lengths, ensuring a balance between
closed questions, open questions and combined questions; the content of each question is
appropriate to the research object and the study area; The question is clear, not
ambiguous, does not cause many different understandings, ensures confidentiality of
information for enterprises [part 1, appendix 1].


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The author used three methods of interviewing such surveys: direct interviews,
telephone interviews, interview interviews via e-mail.
3.3 Analyze the status of marketing activities and develop marketing strategies in

large-scale construction enterprises
Through the interview process of 57 different construction enterprises, the author
collected 40 votes to meet the requirements of the interview specifically as follows:
Table 3.1: Summary table on results of interviews with sociological surveys for largescale construction businesses
STT

Contents

Numbers

Total surveyed questionnaire issued
57
Including:
1.1 - Direct surveys:
18
1.2 - Survey through telephones:
16
1.3 - Survey through E-mail
23
Total surveyed questionnaire collected
45
2
Total surveyed questionnaire valid
40
3
Total surveyed questionnaire not valid
17
4
(Survey through E-mail)
- Surveyed questionnaire not reply from

4.1
12
enterprises
- Surveyed questionnaire not filled for less
4.2
5
than 50% questions on total contents
Within 40 questionnaires that meet requirements, 24 enterprises (accounting for 60%)
are construction contractors and 16 enterprises (accounting for 40%) are construction
enterprises with real estate business.
Through the result of interviewing sociological surveys in different large-scale
construction enterprises, the author found that the change in business thinking of
construction enterprise managers today is the change of governance activities, business
management to better meet market requirements and adapt to the economy. However, the
research and deployment of marketing activities in the production and business process
of construction enterprises is still limited, which is reflected in the lack of in-depth
research on construction in the market to the houses. Management of construction
enterprises as a basis to apply to practical operations. In addition, leaders of construction
enterprises have not determined the proper role of marketing activities and investment in
resources to implement marketing activities in general and marketing strategies in
particular.
3.3.1 Status of organizational structure of large-scale construction enterprises
associated with marketing activities
Marketing activities of large-scale construction enterprises contribute to promote the
process of production and product consumption, contribute to increase the signed
contracts (winning bids in construction bidding), real estate investment projects
deployed, successful real estate transactions. Through data of surveyed questionnaire, the
author found that large-scale construction enterprises are increasingly aware of the role of
marketing activities and the development of marketing strategies, so these enterprises
have gradually used marketing in the past. Business production process and marketing

department are mainly assigned to one to two charge departments.
Table 3.2: The department in charge of marketing activities in the organizational
1


12
structure of the management apparatus of construction enterprises was interviewed and
investigated
Enterprise
Corresponding
STT How to organize marketing department
numbers
rate (%)
Organization type 1- The Marketing
1
Department itself is on par with other
3
7.5
functional departments
2

Organization type 2- Organized at a
division of functional departments

21

52.5

Organization type 3- Organized in the
16

40
department of 2 functional departments
For construction enterprises that have real estate business investment, they organized
a oriented apparatus to consider marketing as a tool to compete in business, so they
organized a separate marketing department or concentrated in one department for easily
deploy marketing activities (customer care, market development, product development).
With construction enterprises whose main business is constructing, the application of
marketing lies in the bidding and introduction of enterprises. In addition, the organization
of marketing activities is often organized by enterprises in different forms such as:
organized by function; organized by geographic areas and by type of products. Surveyed
figures are shown in diagrams of the organizational charts of construction enterprises
[Figures 1 to 40, Appendix 3]; organizational form of marketing departments [Table 3.2,
Appendix 4] and summary of marketing department in organizational structure of
management apparatus of construction enterprises [Table 3.3, appendix 4].
3.3.2 Present condition of marketingactivities of large-scaled construction enterprises
Through survey interviews, viewpoints of construction enterprise managers on
marketing activities are still inadequate, they consider marketing activities to be quite
simple and mainly about promotional activities, reducing selling prices and Real estate
leasing ... Therefore, the marketing activities that businesses carry out are limited,
focusing mainly on activities such as: Advertising and introduction of enterprise capacity
(contracting solutions, business capital , machinery and equipment, human resources ...);
improve the quality of construction works; apply new technology solutions in the field of
contracting and real estate business, advertising real estate projects, promotions for real
estate products are offered ...
In the context of an increasingly integrated international economy, construction
enterprises suffer a great impact of the market, requiring enterprises to have market
analysis (construction market by capital source, by type of construction works group).
building houses, houses for rent, roads, markets for real estate are housing, real estate
leasing, real estate for relaxation), forecasting the development trend of the markets. The
analysis of large-scale construction enterprises to identify strengths, weaknesses of

enterprises, market analysis and market forecast to capture challenges and opportunities,
through which construction enterprises identify suitable marketing objectives suitable for
the market. Researching enterprises is conducted by surveyed questionnaire, the authors
recognize that the basic enterprises are aware of the role of business and market analysis,
but the forecast and positioning of enterprises is done not exactly lead to the goals that
are not achieved.
Through the process of investment process, the author found that the construction
enterprise managers considered objective factors as factors that greatly influenced the
3


13
marketing activities of construction enterprises. Construction enterprises said that the
construction demand factors, the demand for foreign investment and the State budget for
capital construction investment, the development of the real estate market, economic
growth macro, policy changes related to construction activities ... are major factors
affecting the development of marketing strategies. With enterprises with contracting
activities with real estate business, factors of staff incomes, the demand for buying and
renting apartments, offices, demand for resort real estate, the level of urbanization ,
population movement, the degree of integration and foreign investment in our economy
... are the factors affecting the development of marketing strategies of enterprises.
However, the subjective factors that construction enterprises can change and adjust
flexibly to meet the movement of market changes are not highly appreciated by
businesses and considered as important factors for enterprises to build proactively
develop marketing strategies.
3.3.3 Present condition of establishment of marketing strategies for large-scaled
construction enterprises
The author conducts questionnaire surveys to find out the situation of establishment
of marketing strategy for construction enterprises on the following contents: assessing the
role and necessity of marketing strategies for business activities, order and content of

steps develop marketing strategies; coordination between marketing components; plan to
implement marketing strategy in construction enterprises.
80

75%

70
60
50
40
30
20

15%
10%

10
0

Established
Đã xây dựng
fully

ĐãEstablished
xây dựng nhưng
butchưa
đầy
đủ
và
khoa

not good yethọc

Chưayet
xâyestablished
dựng
Not

Figure 3.1: Present condition of establishment of marketing strategies for surveyed
enterprises
Firstly, results of investment in Figure 3.1 show the majority of construction
enterprises do not establish or have not established a completed marketing strategy, do
not consider the establishment of a marketing strategy as a key task to be done. and also
have not concretized the construction of marketing strategies into valuable legal
documents in the process of implementing construction enterprises. Therefore, the
functional departments of enterprises, the officers in charge of marketing and employees
are not properly aware of the role of marketing strategy for business activities of
enterprises.


14
Table 3.3: Goals of marketing marketingactivities of large-scaled construction enterprises
surveyed
Enterprise
Corresponding
STT
Goals of marketing strategies
number
rate (%)
1
Goal 1-Profit maximization

40
100
2

Goal 2- Market orientation, ensure strong
position of enterprises on businesses

39

97.5

3

Goal 3-Ensure business safety

39

97.5

Goal 4-Ensure stable jobs for employees
16
40
and environmental protection
5
1
2.5
Goal 1,2
6
1
2.5

Goal 1,3,4
7
23
57.5
Goal 1,2,3
8
15
37.5
Goal 1,2,3,4
Through surveyed results, the author found that construction enterprises fully
implemented the sequence of steps to develop marketing strategies (determine the
objectives of the strategy; analyze and forecast the capabilities of the enterprise; establish
battle plans) possible strategies, strategic plan options and assessments are quite few,
steps are quite sketchy. Construction enterprises mainly define marketing objectives
(usually identify duplicates, similar to the production and business objectives of
enterprises and focus mainly on the maximum profit target) in Table 3.3, followed by
giving marketing measures, so the marketing strategy is built incomplete and not
effective for the operation of construction enterprises.
The establishment and coordination of marketing measures (policies) to form mixed
marketing has not been paid attention by enterprises. Construction enterprises only stop
giving some marketing measures on products, services, prices and marketing
communications. With businesses building construction activities, marketing measures
are reflected in when businesses have new construction technology solutions, using new
materials and businesses also build high valuation policies. in the right time to bring
efficiency to businesses but still ensure competition in the market. With businesses
building construction activities with real estate business investment, offering real estate
products with superiority in geographic location, in terms of utility, and at the same time,
businesses have launched communication policies. (advertise with different means and
forms), price policy (high price policy with specific products) with the aim of
maximizing profits for businesses. The coordination between marketing measures

together to create business performance of businesses is still low. The level of
coordination between these measures is also limited, mainly coordinating from one to
two marketing measures together, thus not creating a complete marketing mix in
construction enterprises.
In addition, the establishment of plans to implement the specific marketing strategy
also not interested in construction enterprises. Surveyed results show most of
construction enterprises do not set up marketing budgets, do not set up a completed
marketing plan, but only give a few contents about specific targets to be achieved such
as: revenues to be achieved, profits to be achieved, numbers of signed construction
contracts, numbers of real estate projects to be deployed, numbers of apartments for sale
and rent, and some solutions to develop the market schools and customers ... Therefore,
4


15
the effectiveness of marketing strategies for businesses has not met the requirements of
construction enterprise.
3.3.4 Present condition of establishing components of mixed marketing for
construction enterprises
3.3.4.1About products and services
With the object of research is the construction enterprises with large-scale
construction activities and construction enterprises with construction investment
business. Surveyed results show the construction enterprises are very diversified
(including civil works, transport works, industrial projects, technical infrastructure and
agricultural projects distributed). Rural development) and the investment capital for
construction of these works is also very rich, including state budget capital, non-budget
state capital, foreign investment capital and private capital. Especially, enterprises with
businesses on contracting civil and technical infrastructure often expand their businesses
to real estates, which is a common trend for large-scale and suitable enterprises. scene of
construction enterprises as well as construction market, real estate market today.

For construction activities that have invested in real estate projects later for business
of construction enterprises, results of investment projects show that construction
enterprises mainly focus on investing in real estate projects in urban areas for living and
mixed apartments (for living, commercial centers, offices for rent). In addition, these
enterprises may also invest in villas and resorts for tourist services at famous travelling
locations. With the type of activity mainly selling and leasing real estate, construction
enterprises have captured the market's demand to develop products suitable for different
customers and in accordance with the capabilities of each construction enterprise.
3.3.4.2 About prices of products and services
With the role of pricing products and services in production and business activities of
construction enterprises, the establishment and management of the right price policy is an
important condition to ensure enterprises can penetrate and dominate market and improve
business performance of construction enterprises. However, the price of construction
products is affected by many factors, its formation and movement is very complicated,
requiring the administration of valuation to be done synchronously and with
consideration and consideration. dynamics of other measures.
Through surveys, the author found most of construction enterprises were asked to
assess the development of proper valuation policies will bring very high efficiency in
production and business activities. In a market economy, price competition is competition
that brings immediate and very effective results, but construction enterprises have not
built appropriate price policies to promote efficiency in order to achieve the set
objectives.
3.3.4.3 About distribution of products and services
In the field of construction, product distribution of construction enterprises has
differences compared to other industries. This phase begins before the product is finished
(i.e. before the construction is completed), it starts from signing the contract between the
investor and the construction contractor until the end of construction and handover.
construction. At the stage of product distribution, construction companies do not have to
transport products to consumers and do not have to wait for sale.
Through interview results in Table 3.16 below, the product distribution and

consumption of construction enterprises depends on many factors, from objective factors
such as house management mechanism. water on contracts, settlement of investment
capital, maintenance and warranty of works, relations in the market such as supply and
demand relations, competition ... to subjective factors of enterprises such as work


16
organizing contract management, settlement and maintenance of contractors, building
relationships with investors and related subjects. With construction enterprises investing
in real estate business, the distribution of products is the process from the completion of
the real estate to handover to customers and liquidation of the contract, it depends on
partners such as trading centers. Real estate, real estate trading floor, real estate
brokerage, consulting organization and real estate valuation. The quality of real estate
projects and customer care policies are what draws the attention of customers.
3.3.4.4 About enterprise communications
Communication within construction enterprises is the introduction and persuasion of
customers through the capacity, experience and product quality of the enterprise (the
quality of construction works, the quality of real estate supply activities) by the pictures
(advertising, public relations, direct marketing or internet marketing, communication
relations in finding contracts, trading contracts with investors and customers with real
estate needs ...).
Researches on the status of communication activities of construction enterprises
shows construction enterprises focus mainly on activities such as advertising offers,
product introduction, introduction of production capacity of enterprises, supply capacity,
application of real estate and art services to sign contracts of construction and
installation, supply of real estate services; art of dealing with investors in the process of
implementing construction contracts, dealing with investors and real estate business
intermediaries; art handover, real estate handover. Sales promotion activities, direct
marketing activities, interactive marketing (online marketing) and less used public
relations such as: participating in construction associations, construction consultants,

associations real estate; create and establish mutual understanding and brand reputation
of enterprises with the market; in social relations, government relations, international
relations and between peoples, industrial and financial relations, relations with mass
media.
3.4 Limitation and shortcomings of marketing activities and establishment of
marketing strategies for large-scaled construction enterprises
3.4.1 Limitation and shortcomings of marketing activities for large-scaled
construction enterprises
Through surveyed results on large-scale construction enterprises and construction
contractors with construction investment business, the author found the establishment and
deployment of marketing tools in the practical operation of construction enterprises still
have many problems, managers of construction enterprises do not have enough skills to
implement marketing activities, there are no reliable scientific documents for managers
of construction enterprises to apply in practice. These existences include:
- In terms of institutional law and macroeconomic policies
- The level of awareness and application of marketing activities in production and
business of construction enterprise managers is much different from that of developed
countries, mainly based on the main business experience.
- The implementation of marketing activities is still limited, the concept of marketing
is just advertising, introducing company capacity, competing on bid prices, selling prices
of real estate products, discounting real estate products ... this is The views are no longer
consistent with the new perspectives on modern marketing.
- In organizing the operational management apparatus of the enterprise, the business
executives are not yet devoted to the research department and implement the marketing
strategy to operate the business in a desirable position.
- The analysis of the construction market, forecasting the development of the market


17
in the future in order to determine the target market for business and production activities

of enterprises has not been considered sufficiently and logically by enterprises. , science.
- The specificity of construction enterprises in construction activities and construction
business activities with real estate business investment has not been fully studied as a
basis for building marketing strategies for businesses.
3.4.2 Limitation and shortcomings of marketing activities for large-scaled
construction enterprises
The majority of large-scale construction enterprises have not built a complete
marketing strategy, construction enterprises often only perform one or one steps in the
process of establishing marketing strategies (steps to determine the goals of the strategy
then take the marketing strategy and implementation. Therefore, the development of
marketing strategies has not taken into account the market factors, marketing
environment and specific circumstances of the business. In addition, the construction
enterprises have not yet developed plans for implementing the selected marketing
strategy plans, have not arranged appropriate budgets for the relevant activities to
implement the marketing strategy. From that point, an important cause of these
shortcomings is the lack of a marketing strategy framework such as a document with a
scientific basis, reliable enough to serve as a basis for enterprises to research and develop
marketing strategies for my business.
In large-scale construction enterprises, the establishment and coordination between
marketing components is still limited, these marketing components are built quite
independently, construction enterprises do not know how to use these marketing
components to serve as a basis. build other marketing components.
4.
CHAPTER 4
ESTABLISHMENT OF MARKETING STRATEGIES FOR LARGE-SCALE
CONSTRUCTION ENTERPRISES
4.1 Challenges posed in the establishment of marketing strategies for construction
enterprises
- With the strong integration of the Vietnamese economy with the world economy,
construction enterprises stand in front of the requirement to develop towards diversifying

business and business fields according to the value chain of the industry.
- Construction enterprises operate with contracting activities and construction
enterprises with contracting and real estate investment are high specific enterprises
(characteristics of construction, distribution, advertisement and sales ...).
- The current construction market has very fierce competition, associated with the
socialist-oriented market economy.
Marketing strategies need to be studied in the trend of the 4.0 industrial revolution (in
the development of internet of all things, digital technology and artificial intelligence ...).
4.2 Premises on establishment of marketing strategies for construction enterprises
4.2.1 Marketing from the perspective of economic globalization
- Current marketing activities cover all business relationships with partners and
external environment, need to combine traditional marketing tools with marketing tools
based on digital technology, internet and artificial intelligence. The uniqueness in the
market mechanism decides customers to dominate the entire production and business
strategy of the enterprise.
- Marketing activities require creativity, find differences, discover new ones.
Creativity, newness, difference can start from many aspects: from production,
distribution organization, from approach to customers, from marketing communication
activities ... Modern marketing is the complex of Many factors such as product, price,


18
distribution, promotion, power, profit, public relations, efficiency.
- Large-scale enterprises (multinational economic groups, large corporations) when
entering any market must study and consider consumers' customs, practices and culture in
these markets. Business activities of enterprises are less narrowed in national borders, but
instead are merging with globalization trend.
4.2.2 Positions and importance of marketing activities for enterprises today
Marketing activities of enterprises increasingly affirm an important role in the process
of production and business activities of enterprises. The failure in the production and

business activities of the enterprise is mainly the failure of marketing, so the marketing
decisions are the most important for businesses. The role of marketing today on
enterprises is shown with some contents as follows:
- Today's marketing orientation is in favor of the overall production and business
activities of enterprises. Marketing managers must undertake a much greater
responsibility than traditional notions.
- Enterprises want to link the working relationship between marketing and sales,
marketing and new product development. Find new opportunities in the global business
environment. The globalized business environment has increased challenges for
businesses.
- Find out new approaches in modern marketing through communication activities. As
a general forecast, mobility trends will grow more and more in parallel with utilities from
smart mobile devices, "cloud computing" services along with the need for massive data
usage. with internet marketing. Marketing sector needs to apply and use IoT (universal
connection) as the most effective tool to implement the marketing strategy of your
business. Use artificial intelligence to describe new products or work out solutions to
customer problems by combining interchangeable cases that we often don't think about.
4.2.3 Marketing environment for construction enterprises
In addition to the contents of marketing, with the viewpoint of globalization of the
economy, the research on building marketing strategies of construction enterprises should
be based on the elements of the marketing environment, including internal factors and
internal factors outside of construction enterprises.
4.2.3.1Macro marketing enviroment
In the course of operation, construction enterprises are always affected by factors such
as scientific - technical progress, economic situation, political situation, ecological
requirements, socio-cultural environment and finally demographic. That is the macro
environment of marketing, the effects of these factors should also be taken into account
when researching to develop marketing strategies.
4.2.3.2Micro marketing enviroment
Basic elements of the micro marketing environment can be investors, suppliers of

resources, subcontractors, commercial intermediaries (real estate trading floors, real
estate brokerage centers), competitors. These factors are studied in specific conditions of
large-scale construction enterprises with specific areas of business activities.
Components of the micro environment have a direct impact on the drafting and
implementation of marketing decisions on construction enterprises. Developers identify
needs, have the ability to pay will create the market of finished construction products;
suppliers create material and physical conditions of construction production, which affect
construction techniques and technology; Subcontractors to a large extent determine the
market capabilities of construction enterprises, the quantity and quality of construction
products; competitors by their behavior in the market predetermined marketing
conditions, selected marketing strategies and tactics of construction businesses;


19
Commercial intermediaries will be representatives of the business when introducing the
company's products to buyers.
4.2.3.3Internal environment of construction marketing
When the concept of the internal environment of marketing establishment as the
overall production and social environment of the construction business, it can be assumed
that marketing has gone deeply into all components of the production apparatus..
- Production environment of the internal environment of marketing construction
includes the following basic components (Supply activities; Business operation planning;
Finance; Consumption)
- Social environment of the internal environment of marketing construction includes
the following components (Employees; Organization; Motivation, stimulation; Social
protection).
4.2.4 Characteristics of construction marketing
The construction industry has many unique characteristics so construction marketing
is also different from industry and service marketing on the principle issues of economic
and legal relations, In terms of valuation, efficiency standards and forms of competition,

construction marketing has the following characteristics:
- Marketing on construction is essentially a new tool, there are some differences
compared to marketing other commodity products and including a part of the service
marketing characteristics. Capital construction works such as goods with all the
characteristics of investment goods, therefore construction marketing carries the
characteristics of marketing investment goods. Building marketing is richer, more diverse
than marketing industrial goods. This feature is due to the length of the product life cycle
in production and consumption of construction products is much greater than that of
industrial goods. The complexity of construction marketing is expressed in that in the
long investment cycle, there must be great demand for materials, semi-finished products,
diverse structures, abundant and construction techniques; there is cooperation in the
production of construction products of a large number of participants in the
implementation of construction investment projects. The investor in construction is
different from the consumer of industrial goods in that he is not only a buyer but also an
active and proactive participant during the construction investment process (with his
functions guaranteed design, site clearance, contractor selection, technology equipment
supply, project management ...).
- Construction marketers need to know the long-term trends of the construction
investment market development and apply proactive marketing, anticipating demand
dynamics for construction products in the future. Marketing of construction enterprises is
a regular process, but divided into two phases before bidding and after winning a bid.
Marketing construction is a special marketing because it depends on each project, each
construction work that the enterprise participates in bidding. Marketing in construction
activities is direct marketing. Construction marketing activities are aimed at specific and
direct buyers and sellers (investors).
4.3 Establish strategic marketing strategies for construction enterprises
Research results of the dissertation are the research to build a marketing strategy
framework of large-scale construction enterprises suitable to each business area of
enterprises. Thereby, it is a basis for construction enterprise managers to apply to
building marketing strategies for their businesses.

4.3.1 Viewpoints on establishment of strategic marketing strategies for construction
enterprises
4.3.1.1General viewpoints on strategic marketing strategies for construction enterprises


20
The marketing strategy framework of construction enterprises that the thesis presents
here is an important document with a scientific and practical basis to help the
management and administration of large-scale construction enterprises become effective
and achieve the items. business targets set out. Therefore, the marketing strategy
framework of large-scale construction enterprises is proposed on a number of points of
view as follows:
- Marketing strategy is built to manage and operate construction enterprises in a more
efficient way, helping the development of enterprises to be sustainable, consistent with
each period of operation and ensure inheritance and long-term development, long and
stable construction enterprises.
- The objective of the marketing strategy is primarily to optimize profitability, ensure
stable development, create power and improve competitiveness for construction
enterprises.
- Measures to manage business operations in general need to be associated with the
marketing strategy of enterprises, appreciate the role and position of marketing strategies
in business activities of construction enterprises.
- The foundation to apply the marketing strategy framework of construction
enterprises is: to ensure a suitable and stable legal corridor for development enterprises;
construction market and real estate business ensure fair competition and increasingly
expanded especially in international markets; competitive environment of construction
enterprises.
With these points of view, the marketing strategy framework of construction
enterprises becomes a very important base to help construction enterprises managers
overcome weaknesses in research and implementation of marketing measures of

construction enterprises, while helping construction enterprises have solid foundations to
enhance our competitiveness in the context of the current economy. Through researching
the theoretical basis of marketing strategy and specific characteristics in the fields of
construction enterprises, the author gives the concept and classification of marketing
strategy framework as follows:
- The marketing strategy framework for construction enterprises is a system of logical
points and content of steps to build marketing strategies associated with the target market
that construction enterprises have chosen, the marketing strategy framework is the basis
for pressure research enterprises. build marketing strategies for their enterprises.
- Marketing strategy framework outlines sequence and content of steps to build
marketing strategy of large-scale construction enterprises. The author proposes the
content sequence of steps to develop a marketing strategy framework through 6 steps:
establishing the objectives of the marketing strategy; market analysis and forecasting and
SWOT analysis; market segmentation and target market selection; determine appropriate
marketing strategy options for businesses; mixed marketing construction; Prepare a
marketing plan to implement the selected strategic plan. With the proposal of 6 steps to
build a marketing strategy framework of construction enterprises, the author said that it
has identified the approaches to marketing activities that construction enterprises can
implement to achieve the objectives set by the enterprises.
4.3.1.2 Contents of steps on establishment of strategic marketing strategies for
construction enterprises
With research objects of the dissertation are large-scale construction enterprises with
operation fields as mentioned above, the author has conducted research to build a
marketing strategy framework of construction enterprises with 2 areas of operation.
Specifically, it is: (1) marketing strategy framework for construction enterprises with


21
large-scale contracting activities; (2) marketing strategy framework for large-scale
construction enterprises with contracting and real estate investment activities. The

specific research contents of these marketing strategy frameworks are detailed by the
author in the following sections.
4.3.2 Strategic marketing strategies for construction contracting enterprises
4.3.2.1Set up goals of marketing strategies
Specific goals such as the expected profit level, the rate of return on the completed
construction value, the number and value of signed construction contracts, making a
difference in exam technology construction works, improving the quality of construction
works, ensuring jobs for employees in the enterprise, maintaining and improving
relationships with investors, subcontractors and suppliers…
4.3.2.2Analyze, predict and SWOT analysis for construction enterprises

The content in this step needs to study the specific characteristics of
construction activities: characteristics of the construction project itself,
characteristics of construction bidding activities, negotiation to sign construction
contracts between the winning bidder and the investor, signing a contract between
the general contractor and subcontractors and suppliers ... to serve as a basis for
analyzing and forecasting the market and determining the strong and weak points
of the enterprise.
The SWOT analysis is essentially a combination of data analysis on the status of
business operations, the status of marketing activities, the impact of marketing and
market environment on strategy formulation. The SWOT analysis of large-scale
construction enterprises needs to clarify the following contents: Determine the strengths
and weaknesses of construction enterprises; Identify opportunities and challenges for
businesses
4.3.2.3Stage market segments and select target markets for construction enterprises
The segmentation and market selection should be based on the above SWOT analysis
as a basis for selecting target markets. When conducting market segmentation, enterprises
building construction activities need to give some criteria to segment market. Based on
the market segmentation, business managers need to select the target market in
accordance with the conditions of enterprises and the general context of markets.

4.3.2.4 Set up marketing strategy methods for construction enterprises
The marketing strategy of construction enterprises is expressed through competitive
strategies in construction bidding. Based on the contractor selection process, the bidding
form and the bidding method of each bidding package, the construction enterprises shall
formulate a competitive strategy in their bidding accordingly, the competition strategy in
bidding shall cover up. Other strategies such as: core market strategy (selecting the right
bidding package to participate in the bidding), market challenge strategy (participating in
the bidding of traditional competitors' packages), battle market leading strategy (leading
the application of science and technology in the construction of underground sections,
construction of large span bridges, in construction of high-rise buildings ...), marketing
strategy according to business position (express information) through introduction of
experienced and competitive competition capacity of contractors, construction sectors).
4.3.2.5Set up mixed marketing for construction enterprises
Determine components of mixed marketing and coordinate these components in the
process of implementing marketing strategies for enterprise still has many limitations and
policies on bid prices with the characteristics of the bidding package, the settlement and
settlement. and contract management, creating brand reputation of enterprises ... have not
been coordinated by each part of enterprises to bring operational efficiency for