The Marketing Strategy of Hung Long Jsc.doc

The Marketing Strategy of Hung Long Jsc
INTRODUCTION
Nowadays, marketing plays an important part in the successes of every
enterprise. However, not many of the companies in Vietnam have paid adequate
attention to marketing activities, especially when both domestic and global
competition is getting fiercer and fiercer.
Being one of the companies specializing in selling TV LCD in Ha Noi, Hung
Long Jsc has achieved certain success in this field. Its sales of TV LCD have
increased over the years since its establishment. However, the company sales
growth of TV LCD has been modest in comparison with other competitiors’.
The reason for this partly lies in its marketing. After the time I worked there, my
field study is “Marketing strategies of Hung Long Jsc” as report with a view to
examiming Hung Long Jsc’s marketing strategy and making some
recommendations to improve it.
Hung Long Jsc has a lot of business activities, but because of limited time, this
report focuses only on the company’s marketing activities for one line of its
business, that is TV LCD, on the market in Ha Noi.
The report is divided into 2 chapters as follows:
Chapter 1:Basic theory about marketing strategy
Chapter 2: The marketing strategy of Hung Long Jsc.
Chapter 3: Some recommendations to Improve Hung Long Jsc s’
Marketing Strategy.

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The Marketing Strategy of Hung Long Jsc
Chapter 1
Basic theory about Marketing Strategy
Marketing strategy

is a process that can allow an organization to concentrate its
limited resources on the greatest opportunities to increase sales and achieve a

sustainable competitive advantage. A marketing strategy should be centered
around the key concept that customer satisfaction is the main goal.
Marketing strategy is a method of focusing an organization's energies and
resources on a course of action which can lead to increased sales and dominance
of a targeted market niche. A marketing strategy combines product
development, promotion, distribution, pricing, relationship management and
other elements; identifies the firm's marketing goals, and explains how they will
be achieved, ideally within a stated timeframe. Marketing strategy determines
the choice of target market segments, positioning, marketing mix, and allocation
of resources. It is most effective when it is an integral component of overall firm
strategy, defining how the organization will successfully engage customers,
prospects, and competitors in the market arena. Corporate strategies, corporate
missions, and corporate goals. As the customer constitutes the source of a
company's revenue, marketing strategy is closely linked with sales . A key
component of marketing strategy is often to keep marketing in line with a
company's overarching mission statement.
A marketing strategy can serve as the foundation of a marketing plan. A
marketing plan contains a set of specific actions required to successfully
implement a marketing strategy. For example: "Use a low cost product to attract
consumers. Once our organization, via our low cost product, has established a
relationship with consumers, our organization will sell additional, higher-margin

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The Marketing Strategy of Hung Long Jsc
products and services that enhance the consumer's interaction with the low-cost
product or service."
A strategy consists of a well thought out series of tactics to make a marketing
plan more effective. Marketing strategies serve as the fundamental underpinning
of marketing plans designed to fill market needs and reach marketing objectives.
Plans and objectives are generally tested for measurable results.

A marketing strategy often integrates an organization's marketing goals,
policies, and action sequences (tactics) into a cohesive whole. Similarly, the
various strands of the strategy , which might include advertising, channel
marketing, internet marketing,promotion and public relations can be
orchestrated. Many companies cascade a strategy throughout an organization, by
creating strategy tactics that then become strategy goals for the next level or
group. Each one group is expected to take that strategy goal and develop a set of
tactics to achieve that goal. This is why it is important to make each strategy
goal measurable.
Marketing strategies are dynamic and interactive. They are partially planned and
partially unplanned. See strategy dynamics.

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The Marketing Strategy of Hung Long Jsc
Chapter 2
The Marketing Strategy of Hung Long Jsc
1. An introduction to Hung Long Jsc.
1.1 The company in general.
Hung Long Jsc was founded on August 2003 with the staring point of a small
company and few worker at the head office make production of food.
After over 6 years of establishment, Hung Long Jsc opened 2 branches in Ha
Noi: 482 Tran Khat Tran,157 Thai Ha and a network of distributiors around the
country. There are about 100 skillful and experienced staff working, they are
almost from 20 to 35 years old.
Since its establishment,Hung Long Jsc has operated in various fields: Karaoke,
LCD, Plasma TV, Home theater, camera, etc. Early 1999,Service Center and
technical Informatics Future was established.It also opened a new sales
representative office for selling Califonia’s products.Today Hung Long Jsc has
developed rapidly,becoming one of the leader in the field of information
technology n Vietnam in particular and in the word in general .

Hung Long Jsc can meet the demands of valuable customers with a large orders.
Hung Long Jsc has more than 2,000 samples of TV LCD, 1,000 samples of
hometheater and 2,500 samples of products with diffierent types, styles, designs
from well-known companys; meet the needs for daily usage of customers.
1.2 Company s product sand services’
Products:
Hung Long Jsc is one of the leading companies in Vietnam in the field of
distribution of information products to customers, agents, as well as to users
directly. Products information technology company provides include:

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The Marketing Strategy of Hung Long Jsc
- Computer brand Future: Creating a brand name computers with high quality,
suitable weather conditions in Vietnam, price benefits for customers.
- The computer components: Supply of accessories, spare parts left, and
peripherals for high-quality systems integration: Processor, Mainboard, HDD,
video card, printer, speakers .. ...
- The network device: a distribution agent for the manufacturer of the world
leading reputation in the field of network
- Product Server and Desktop, Notebook of the world's largest airline HP, IBM,
Dell .... product quality and comply with the provisions of the manufacturer.
- The software packaging, software management ......

Services:
March 1 Warranty, maintenance network
- Equipment for inspection, warranty, maintenance of adequate and modern,
dedicated professional working style
-Technical documentation of products provide complete
- Spare parts and components replaced always meet customer needs
- Plan and perform warranty repair, replacement new or leaving the cluster

components each
March 2 training and consulting for computer rental

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The Marketing Strategy of Hung Long Jsc
- In parallel with providing customers the information technology infrastructure
is modern, Hung Long Company is ready to cooperate with partners and
customers to design consultant selection designed to build applications .
- The information system, built on the basis of traditional services (LAN, WAN)
is provided in Hung Long Company always promote efficiency, security and
durability
- Issues of implementation, installation of operating equipment to conduct the
training, technology transfer in the company's sales are Hung Long proceed in
earnest, to meet the needs and trust customer.
- Services computer rental for workshops, training and technology transfer:
Hung Long has been deployed for a thorough machine rental amount to
hundreds of machines is always ready to serve customers.
1.3 Company s Organization’

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The Marketing Strategy of Hung Long Jsc
1.3.1 Board of Directors
Hung Long Jsc’s Board of Directors includes a Director General and 2 Deputy
Directors General.
Director General: Leading the company’s board of management is the Director
General who is responsible for managing the use of capital, human and other
resources.
Two Deputy Directors General: These pepole provide assistance to the Director
General. They would sometimes act on behalf of the Director General in his
absence. One of them is responsible for the trading, planning, financiak and

accouting matters and the other is in charge of technical and research
anddevelopment aspects in the company.

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Board of Directors
Deputy General
Director
General Director
Deputy General
Director
Quality
Acceptance
Department
Tectnical
Department
Trading
Department
Financial &
Accounting
Department
Planning
Department
The Marketing Strategy of Hung Long Jsc
1.3.2 The departments
There are five departments, each of which is responsible for a certain part of the
company’s activities.
Trading department: this department helps the Board of Directors with trading
activities. These include organizing both domestic and international bussiness.
The trading department is also responsible for:
Doing marketing researches on products.

Promoting the company’s products through advertisements.
Holding negotiations and getting contracts for the company.
Organizing distribution channel for the company’s products.
Planning department: this department is in charge of marketing plans on
importing, material providing and preceding the contracts. Organizing the sales
of products is another main task of the department.
Financial and Accounting department: this department deals with all financial
and accounting matters. Another main function id to manage the use of capital
to the right purpose, right policies and regulations, and to assist business
activities.
Technical department: this department is in charge of technical and
technological matters. The staff of this department also works closely with the
factories to do researching and applying the modern equipment and technical
advance to themanufacturing and processing. This department for the purpose of
the company’s business development tales all the adjustments or improvement
to the technology.
Quality assurrance department: this department takes control over the quality of
the products. This is for the purpose of assuring that all the products will meet
customers’ requirements.
The organizational chart has resulted in good performance and operation. There
have been good assessments on the company structure: it shows to be in charge
of particular activities and they would be able to precede their fuction

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The Marketing Strategy of Hung Long Jsc
reasonably, which results in avoidance of overlappong and cumbersome. This
helps the company to be able to take the internal and external advantages; to
apply modern and advantanced technology to bring the best fruits to the whole
company’s efforts.
1.3.3. Company trading results

Table 2.1: Hung Long Jsc s trading results in recent’ .
2004 2005 2006 2007
Total
sales
2.527 3.035 5.783 8.579
Net profit 295 350 527 950
Source: Hung Long Jsc’s finalcial reports. Unit: million VND.
2.The marketing strategy of Hung Long Jsc
2.1 SWOT analysis of Hung Long Jsc
As mentioned in the previous parts, Hung Long Jsc has been trading in a lot of
products such as TV LCD, Plasma TV, Home theater, Karaoke, etc., but with the
limited time, this report focuses on the marketing strategy that Hung Long Jsc
has used while dealing in TV LCD only. As well as external opportunities and
threats that Hung Long Jsc faces while trading in TV LCD will be identified for
the understanding of HungLong Jsc’s marketing strategy.
Table 2.2: SWOT analysis of Hung Long Jsc
- Good quality - Better market growth

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