MARKETING INNOVATION PLAN FOR NGOC DIEP WINDOW IN HANOI MARKET IN 2020

MARKETING INNOVATION PLAN
MARKETING INNOVATION PLAN FOR NGOC DIEP
WINDOW IN HANOI MARKET IN 2020

Subject: PRINCIPLES OF MARKETING

Hanoi, May 2020


EXECUTIVE SUMMARY
Ngoc Diep Window products of Ngoc Diep Door Joint Stock Company have been
affirming the Company's capacity and at the same time making the company become one of
the leading companies in Vietnam in the field of manufacturing and construction doors, side
walls. Ngoc Diep Door Joint Stock Company hopes that with the companion of our
customers, we will cooperate well in the future, building economic development. In order to
achieve and maintain the position of one of leading door supplier in Vietnam, marketing plan
is the most optimal way. Marketing is the bridge between the customer market and the
business, ensuring the business activities towards the right target market. This article will
highlight the strengths and weaknesses of the current marketing strategy. Besides, it will give
out future marketing strategies. To achieve this title, during the development process, Ngoc
Diep Window has constantly improved the production process, strictly controlled the
production, construction process, and also improved the marketing plan.


Table of Contents
Part 1: Current Marketing situation analysis
1. Introduction

1

2. Marketing Environment Analysis & SWOT

2.1. Internal environment

1

2.2. External environment

2

2.3. SWOT

3

3. Current marketing performance
3.1. Marketing intermediaries

6

3.2. Marketing effectiveness

6

3.3. Marketing shortcoming

7

4. Analysis of the organisations competitive
advantage and USP
4.1. Organisations competitive advantage

7

4.2. USP ( Unique Selling Proposition)

7

Part 2: Marketing Innovation plan
1. Segmentation Targeting & Positioning – STP
1.1. Target marketing

8

1.2. Positioning

10

1.3. Personality

10


2. Marketing objectives

11

3. Marketing mix innovation plan
3.1. Product innovation

11

3.2. Promotion innovation

12

4. Conclusion

13

5. Appendix

14


PART 1: CURRENT MARKETING SITUATION ANALYSIS
1. Introduction:
In the context of globalization, in order to foster a business success, creating an image to
affirm its brand is the most optimal way. Ngoc Diep Group is known by many real estate
projects as a leading corporation in the production and supply of Interior products, packaging,
aluminum doors, plastic doors, industrial aluminum, construction aluminum. With the motto
"Reaching to the top of quality", Ngoc Diep has brought customers the best products with
perfect service, reasonable prices. As a result, in the past few years, Ngoc Diep has always
been trusted by customers, especially its target customers as big contractors and investors,
and is the first choice in the field of consultancy, design and supply, installation of office
furniture for domestic and foreign projects, projects of ministries, departments, hospitals,
schools, banks, big projects.
Starting from the furniture center for office, family and school since 1996, Ngoc Diep has
expanded to carton packaging (1998), Doors (2010) and Aluminium (2016) respectively. In
2017, Ngoc Diep restructured into a Group model, in which Ngoc Diep Group Joint-Stock
Company plays the role of the Parent Company and its member companies. Ngoc Diep is
striving to become a leading corporation in the production and supply of Interior products,
packaging, aluminum doors, plastic doors, industrial aluminum, construction aluminum.

Ngoc Diep Group's products are widely available in 63 provinces. In this research paper, our
group focuses on Ngoc Diep Door Joint – Stock Company, analyzes the environment for its
product.
2. Marketing Environment Analysis:
2.1. Internal environment:
Financial resource: The major sources of investment in this group come from the
shareholders in the company. Specifically, the shareholders usually are managers and
directors. Every year, employees of Ngoc Diep Group buy stocks of the company and receive
interest depending on the company’s profits.
Human resource: the staff are all highly skilled in construction and engineering. Moreover,
the manager team also the directors who have deep expertise and graduated from the top
universities.


Physical assets: Dinostar aluminum factory of Ngoc Diep Door Joint Stock Company owns a
closed, highly automated production line system, especially using the modern technology
platform 4.0. Dinostar aluminum factory is the only unit in the North to own a synchronous
powder coating line imported from Wagner - Germany.
2.2. External environment:
Demographic: Ngoc Diep has always been trusted by customers, especially its target
customers as big contractors and investors, and is the first choice in the field of consultancy,
design and supply, installation of office furniture for domestic and foreign projects, projects
of ministries, departments, hospitals, schools, banks, big projects.
Competitors: the two biggest competitors are Eurowindow and BM Windows. Being
established on August 29, 2002, Eurowindow has a wide range of products such as uPVC
plastic doors, aluminum doors and partitions. large glass aluminum, wooden doors, fireproof
wooden doors,…BM Windows was formed in 2014 and officially established on July 19,
2016, this company was born with the goal of becoming an aluminum and glass brand with
international quality standards by 2020.
Supplier: Establishing relationships with the five more largest iron, ore suppliers in the

world has brought Ngoc Diep in a new position, opening new prospects for buying methods,
creating a stable supply of high quality iron ore with the lowest price. This could help reduce
production cost and increasing competitiveness for Ngoc Diep steel products in both
domestic and foreign markets.
Cultural: In folk architecture, our forefathers have paid great attention to the door in
building houses. The door is meant as the face of the house, the owner. Moreover, the door
has a spiritual value, a cultural symbol. Therefore, the door is a very interested part and
attention in construction and production. Based on the needs of the market, Ngoc Diep Group
has developed Ngoc Diep Door Joint Stock Company with a factory producing aluminum
doors, plastic doors, and vertical walls under the brand name Ngoc Diep Window with many
following outstanding features.


Technology: the group has made many breakthrough changes in technology transfer such as
the company has put into production lines of machines that meet European international
standards: ISO 9001 - 2008. and ISO 14001 - 2004. In addition, there are professional staff,
technically trained workers by foreign experts, Ngoc Diep Window has provided customers
with high quality products, meeting national standards such as TCVN 7451 - 2004, TCVN
7452 - 2004 and QCVN 16 - 2014. Ngoc Diep door products using typical materials such as
aluminum and wood bring many advantages point: modern, durable, harmonious texture,
luxurious, soundproof, heat insulation, good electricity saving, fire resistance, high corrosion
resistance,...
2.3. SWOT:
3. Current marketing performance:
3.1. Marketing intermediaries:
Ngoc Diep Company has Brandcom Media as its marketing service agency, helping Ngoc
Diep to reach its target customers and promote its products to the right market. In the present,
Ngoc Diep is doing promotional campaigns for door products. To be more detailed, the
company only promotes the material of the door. With those traditional longevity existed
products, they will build a campaign at intervals through media channels such as VOV traffic,

architecture and design magazines, television, banners, posters on high traffic routes.
Furthermore, the company also does products marketing at the works on the equipment like
moving products and gondola hanging floors. This marketing campaign is carried out based
on company’s research and market analysis on culture, lifestyle and people's living standards.
3.2. Marketing effectiveness:
According to company’s overall results, the effectiveness of the campaign is represented
firstly is the capability to access to the future market. In other words, with customers who are
using wooden door products, they can switch to using aluminum and plastic doors.
Additionally, it also works effectively in accessing to potential markets and has immediate
effect on current sales volume.
Last but not least, thanks to the brand promotion, the Ngoc Diep Corporation’s market shares
value in the market has been improved.


Products for construction of Ngoc Diep in 2019 brought profit of 319 billion VND with door
products accounting for 5-6% of the total value of the revenue, approximately 18 000 to 20
000 billion VND. Currently, Ngoc Diep Window’s market share accounts for 7% among
approximately 1500 large door companies in Vietnam. At the same time, Ngoc Diep Window
was in "Top 500 Best Profit Enterprises in Vietnam in 2019".
3.3. Marketing shortcoming:
This strategy has some drawbacks and the most serious one is its high cost as it may be
money wasting when investing in building marketing campaign for those products. These are
traditional products without much change in the design and materials, as a results, there is no
variation in the marketing campaign which may lead to the indifferent in the customer
market. In order to solve this problem, the corporation must research on new products, new
models and new materials.
4. Organisations competitive advantage and USP:
4.1. Organisations competitive advantage:
Ngoc Diep Window has great competitive advantage in providing products and services
ensuring international quality with reasonable prices, while being environmentally friendly.

Ngoc Diep Window is being well appreciated by dealers, customers and consumers for its
quality and design because of its many advantages and environmental friendly, which can
compete with other products on the domestic and international market:
• Highly dủablei
• Scratch resistant
• Not corroded by normal chemicals or weather effects
• Highly aesthetic
4.2. USP ( Unique Selling Proposition ):
Ngoc Diep Window stands out for its diversity in price range. With the view to provide
products and services ensuring international quality with reasonable prices, Ngoc Diep
Window provides different prices for each customer market. The famous slogan of Ngoc
Diep Window is “Top quality with reasonable price, we create the future”.


PART 2: MARKETING INNOVATION PLAN
1. Segmentation Targeting & Positioning:
1.1. Target marketing:
a. Segment size and growth:
Ngoc Diep Window’s target market are real estate projects such as residential
apartments, governmental facilities and private houses. The most focused target
market is the residential apartment, which accounts for 70% to 80% of Ngoc Diep’s
projects. Ngoc Diep Window aims for big, complex projects that require high-quality
European standard products.
Ngoc Diep Door Joint Stock Company will be selected by the project owner as a
partner to supply and execute the system of lobby doors and balustrades, glass walls,
… branded Ngoc Diep Window in many projects. Some of the examples for its aim
projects are:
● Flamingo Cat Ba Beach Resort Project.
● Vinhomes Ocean Park urban area.
● TNR GoldSeason Premium Apartment.

● FIVE STAR GARDEN 5-star apartment project.
b. Segment structural attractiveness:
The biggest competitors for Ngoc Diep Window are EuroWindow and BM Windows.
However, Ngoc Diep Window stands out for its diversity in price range. With the view
to provide a variety of products and services ensuring international quality with
reasonable prices, Ngoc Diep Window provides different prices for each customer
market. Accompanied with other factors, such as having diverse designs,being
environmentally friendly and meeting consumers needs, Ngoc Diep Window can get
access to the potential markets as well as approach future markets.
c. Company Objectives and Resources:
Ngoc Diep Window has great competitive advantage in providing products and
services ensuring international quality with reasonable prices, diverse designs,


environmentally friendly, meeting consumers’ needs. Present in all 63 provinces and
cities from the North to the South, Ngoc Diep Dinostar Group is being well
appreciated by dealers, customers and consumers for its quality and design because of
its many advantages and environmental friendly, which can compete with other
products on the domestic and international market:
-

Highly durable:
Sound insulation, thermal insulation: Made from high quality aluminum profile bar,
combined with glass box and metal accessories system, the product has good sound
insulation and thermal insulation.
Withstand force: With special structures, the aluminum profile bar withstands the
force very well. In particular, with the system of products with thermal insulation, the
tendons increase stiffness and cavity more, so the ability to withstand force is even
better.
Light load: Aluminum profiles are calculated safe loads for the ability to withstand

high forces, affected by wind, storms, earthquakes to provide the optimal safety
solution for the project.

-

Scratch resistant

-

Not corroded by normal chemicals or weather effects:
Fire protection: Minimize the spread of the flame with polymer materials and flame
retardant additives. In the high temperature of nearly 1,0000 C, the uPVC profile bar
only deforms without burning.
Soundproof, heatproof: Have the ability to proof sound 2-4 times more effectively
compared to conventional doors.

-

Suitable for all climatic conditions of Vietnam:
No oxidation, aging or yellowing under solar radiation and tropical climate (hot,
humid, rainy).
High stability, no warping: The inside has a steel core that helps the Ngoc Diep
Window plastic door from warping in sunny, rainy, wet weather.


-

Highly aesthetic: With elegant design combined with a variety of decorative glass
such as stained glass, patterned glass, frosted glass ..., aluminum doors Ngoc Diep
Window not only ensure confidential requirements but also high aesthetics.

Applied and suitable for a lot of works, manufacturing plants in the field of industry
and construction such as apartments, villas, high-rise buildings and offices; factories
producing automobiles, industrial machines; computers, electronic components, ...
Ngoc Diep is committed to providing customers with high quality products,
environmentally friendly and reasonably priced.
1.2. Positioning:
Ngoc Diep Window affirms its position as the leading window supplier of Vietnam
with a diversity of products.
Ngoc Diep Window provides products and services ensuring international quality with
reasonable prices, diverse designs, environmentally friendly, meeting consumers
needs.

1.3. Personality:
Sincerity: Ngoc Diep Door’s endorsement tagline “ Top quality with reasonable price,
we create future" and their media support them in growing more and creating a brand
personality which help them to increase their number of market share over the years.
Ngoc Diep Door shows the sincerity as they are fully focused on satisfying their
consumer needs. They show their wholesome goals by their promotion and
advertising appeal.
Excitement: Ngoc Diep Door also carries excitement as imaginative through their
design of the their products as all the design are up to date which creates the
excitement in their customers' mind. The competence level of their brand personality
is so high because of their reliability and success in the market as they are so much
demanding and popular among their customers.
Superiority: As Ngoc Diep Door has both office and home furniture they have a
good position in the market and because of their service, their competency is higher
than some local competitors. Ngoc Diep Door also shows sophistication as their target


customers are mainly upper class and their charming designs are only preserved for

the upper class people, so it shows the superiority of the brand personality.
Innovative: Ngoc Diep Door has made an innovative personality over the years as
they grew, their design and product line got upgrade and they created a personality in
the consumers' mind as well. So this is how they made an unique personality than
other brands in the furniture market.

2. Marketing objectives:
a. Increase brand awareness:
Increase social media impressions among new target audience by 30% by the
end 2020.
b. Increase market share:
Increase the market share of the company by 8%, from 7% to 15% by the end
of 2025.
Strengths
- Ngoc Diep Window was in the top 20
Good Vietnamese Products voted by
consumers in 2014.
Level of

- Agents, customers, consumers

customer

appreciate the quality as well as the

satisfaction

design because there are many
outstanding advantages, can compete
with other products on the market:

- Ngoc Diep Group continued to be
presented and promoted in the Top 500
best profitable private enterprises in

Sales and
market
position in
segment
served

2019.
- Market position : Ngoc Diep Window
has now affirmed iyts position as the
leading windows and doors supplier with
a wide range of products. Currently,
Ngoc Diep Window’s market share

Weakness


accounts for 7% among approximately
1500 large door companies in Vietnam.

- Euro Window’s product distribution

- Ngoc Diep Window only

network spreads across 63 provinces and distributes its products
cities nationwide with 1 headquarter, 3

domestically. This leads to a

Methods of

branches, nearly 40 showrooms and a

sale disadvantage as its

distribution

system of agents and distributors to help competitors distribute products
customers reach the product easily and

both internationally and

most conveniently.

domestically, therefore, reach a
wider range of customers.

- Products of aluminum doors - plastic

- Ngoc Diep Window lacks the

doors branded Ngoc Diep Window have diversity in products as it only
many advantages: modern, durable,

provides aluminum doors and

harmonious structure, luxury,

plastic doors, while its

soundproof, heat insulation, good power competitors have a wider range
Business

saving, fire resistance, high corrosion

of material, including wooden

approach

resistance .... Especially with the

doors and iron doors.

advantage of applying modern

- Ngoc Diep Window has no

technology to save production costs,

diversity in the designs since

Ngoc Diep Window creates products

the products are manufactured

with perfect quality, yet reasonable

in mass production at the

prices. Along with the thoughtful,

factory. Therefore, changing the

professional service of the staff, Ngoc

design can result in high price

Diep Window is confidently affirmed

and designing limitations.

that it is the first choice for construction
projects.


Opportunity

Threats

- The recovery of the real estate

- State policy do

market in recent years is a good signal

not

for businesses producing construction

use

materials, including aluminum. At

because

that time, the demand for using

characteristics

aluminum doors for the project will

have

increase sharply.

negative impact on

- Establishing relationships with the

the

five more largest iron ore suppliers in

In many buildings,

the world has brought Ngoc Diep in a

glass is used to

new position, opening new prospects

beautify the facade

for buying methods, creating a stable

and take advantage

supply of high quality iron ore with

of natural light but

the lowest price. This could help

in

reduce production cost and increasing

cause dazzling and

competitiveness for Ngoc Diep steel

catching heat, so

products in both domestic and foreign

people

markets.

close the curtains,

- In terms of technology, the group

turn on the air

has made many breakthrough changes

conditioning,

in technology transfer such as the

have

company has put into production lines

electricity

of machines that meet European

lighting, resulting

international standards: ISO 9001 -

in

2008. and ISO 14001 - 2004.

consumption

- Ngoc Diep Door Company owns a
Dinostar aluminum factory which is
invested more than 2 million dollars
in new machinery and equipment with
advanced

technology,

meeting

international standards to increase

recommend
glass

door
product
some

environment.

fact,

it

will

have

a

lot

high

to

and
of
for

power


capacity and product quality.

c. Increase company profits:
Increase profits by 5% by contributing more works for the society and reduce
paid social ads by 20% by the end of 2020.
d. Retain current customers:
Add 25 more community employees to better manage comments and questions
received on social media every year.
3. Marketing mix innovation plan:
3.1. Product innovation:


Ngoc Diep Door should introduce a new product in 2020, which is Wooden Door.
Door manufacturers tend to release a new version of their window every few years.

Instead of producing aluminum doors or plastic doors, which are mass - produced and
not diverse in style. Ngoc Diep Door should introduce a new material of door:
wooden doors. This innovation aims at the current customers while generating sales
by providing more material options for the buyers. This innovative product solve the
problem of existing product’s shortcomings: the lack of variety of product designs,
does not meet customer needs for materials and designs. Wooden doors with diverse
designs, sculpted according to customer needs will bring great profit to the company.
The company allows customers to order products in desired designs in large
quantities. However, for each customer market segment researched, there will be
different and costly prices and also, this is an industrial product so it is difficult to
change the whole system so the efficiency is not high.
Ngoc Diep Window should plan to produce new designs like bypass doors and
bifold doors with plastic and aluminum material to overcome its drawback of lack
of diversity in design. Instead of producing common designs such as panel doors,
bypass door and bifold doors are more unique and they serve the purpose of saving
place in the room. This innovation can attract more target customers who are
interested in saving place as well as retain current customers by providing them new
different designs.
3.2. Promotion innovation:
In order to retain current customers among 1500 door companies in the market,
Ngoc Diep Window need to focus on customer service and brand loyalty. For the
first marketing innovation, our group suggest Ngoc Diep Window should introduce a
focus group program comprising of 30 frequent users of Ngoc Diep Window’s
products to give feedbacks and Ngoc Diep Window then generate ideas on how the
company can improve its services. The focus group is in turn given discounts and
rewards. This innovation not only gives the company a better understanding of the
customers’ interest and wants to develop the company, but it can also increase the
customer satisfaction, resulting in the retain of customers.

Ngoc Diep Window should adapt online marketing through social medias such as
Facebook. Ngoc Diep Window now mainly focused on the traditional forms of
marketing by using platforms such as architecture and design magazines, television,
banners, posters on large traffic routes. or promote the company on products by using
the logo. Another marketing innovation for Ngoc Diep Window is to use online
marketing method. In particular, the company can advertise on social media such as
Facebook or Instagram to approach a wider range of customers. Nowadays, everyone
use social media and with the characteristic of collecting users’ information of
Facebook, the company can reach the target customers more easily. This innovation
helps increase brand awareness and attract target customers.
4. Conclusion:
In the competitive market with more than 1500 door companies, Ngoc Diep Window
has been able to maintain its position as the leading door and window suppliers and
continue to develop, which is the result of its products’ quality as well as the effective
marketing strategies. However, with the view to contributing more projects to the
society and develop the country, there should be innovations in the marketing
strategies in order to overcome the company’s weaknesses. To generate sales and gain
more profit, Ngoc Diep Window should innovate the products by diversifying its
product material and design. A marketing innovation can be utilized is to apply online
marketing to reach a wider range of customers. At the same time, Ngoc Diep
Company can generate ideas from its customers to increase the customers’
satisfaction.


APPENDIX
Người trả lời phỏng vấn : Vũ Đức Lợi
Chức vụ : Giám đốc công ty Cửa Ngọc Diệp
1. Thị trường mục tiêu của cơng ty là gì ?
Cơng ty Cửa Ngọc Diệp hướng tới những dự án bất động sản như chung cư nhà ở
(chiếm tới 70-80% tổng các dự án công ty đảm nhiệm), cơ sở vật chất nhà nước và

nhà riêng.
2. Ơng hãy định vị vị trí hiện tại của công ty ?
Công ty Cửa Ngọc Diệp đã có mặt được trên thị trường từ năm 1996 với nhiều thành
tích nổi bật. Một trong số đó là lọt vào Top 50 nhãn hàng nổi tiếng nhất Việt Nam
2018. Công ty hiện khẳng định vị thế là nhà cung cấp cửa sổ hàng đầu của Việt Nam
với sự đa dạng về sản phẩm. Cửa Ngọc Diệp cung cấp các sản phẩm và dịch vụ đảm
bảo chất lượng quốc tế với giá cả hợp lý, thiết kế đa dạng, thân thiện với môi trường,
đáp ứng nhu cầu của người tiêu dùng.
3. Thực trạng hiện nay của công ty như thế nào ?
Công ty Cửa Ngọc Diệp hiện cung cấp hỗ trợ khách hàng cung cấp dịch vụ về tư vấn
thiết kế, bảo hành (theo quy định nhà nước: cơng trình cấp 1 như cao tầng là 2 năm
ngày ký biên bản nghiệm thu), vận chuyển, chiếm tỷ trọng nhỏ góp phần kinh doanh
sản phẩm.
Chi phí sản xuất sản phẩm dành cho xây dựng 2019 là 319 000 tỷ đồng, chi phí sản
xuất cửa cửa chiếm 5-6%/ giá trị tổng cơng trình (18-20.000 tỷ). Cơng ty hiện đang
chiếm 7% thị phần trên thị trường cửa bao gồm 1500 công ty cửa lớn.
4. Ông hãy chia sẻ về ưu/nhược điểm của các sản phẩm hiện tại của công ty?
Công ty Cửa Ngọc Diệp được xây dựng với cốt lõi là cung cấp sản phẩm chất lượng
giá cả hợp lý để tiếp cận được các khách hàng tiềm năng phù hợp. Hiện tại, các ưu
điểm của sản phẩm là cửa nhôm, cửa nhựa thay thế 1 xu thế mới đồng thời giúp bảo


vệ tài nguyên thiên nhiên như phá rừng. Sản phẩm có tích chất cách âm, cách nhiệt,
tính thẩm mỹ cao cùng với giá thành rẻ hơn so khác các công ty cửa khác trong cùng
phân khúc thị trường. Các chất liệu này không bị co như cửa gỗ mà lại dễ bảo quản
hơn, tuổi thọ cao hơn.
Nhược điểm của các sản phẩm là khơng đa dạng về kiểu dáng vì được sản xuất hàng
loạt tại nhà máy và chưa có sự đa dạng trong chất liệu sản phẩm.
5. Ông hay chia sẻ về chiến dịch tiếp thị hiện tại của công ty?
Các chiến dịch tiếp thị sản phẩm cửa chỉ quảng bá về vật liệu với những sản phẩm

truyền thống (đã có sẵn) có tuổi thọ để xây dựng chiến dịch theo chu kỳ. Tuy nhiên
nhược điểm của chiến dịch tiếp thị là chi phí cao. Đây là sản phẩm truyền thống ko có
sự thay đổi nhiều về mẫu mã và chất liệu nên ko có sự đột biến trong chiến dịch tiếp
thị. Chính vì vậy có thể xuất hiện sự thờ ơ ở thị trường khách hàng. Các kênh tiếp thị
được công ty sử dụng là: VOV giao thông, tạp chí về kiến trúc và thiết kế, truyền
hình, banner, áp phích trên tuyến đường lưu lượng lớn. Đồng thời, cơng ty quảng bá
sản phẩm tại cơng trình trên các thiết bị như thiết bị di chuyển sản phẩm: sàn treo
gondola. Công ty sẽ lên kế hoạch tiếp thị trước khi cho ra mắt sản phẩm mới để lan
tỏa thông tin đến thị trường mục tiêu, ,mang lại hiệu quả cao trong việc thu hút sự
quan tâm của khách hàng, nếu khơng phân tích kỹ về thị trường thì khó có thể tiếp cận
được khách hàng.
6. Ơng nhận thấy chiến dịch này đem lại những hiệu quả như thế nào và gặp khó
khăn gì?
Với chiến dịch quảng cáo định kỳ những sản phẩm truyền thống. Cơng ty có cơ hội
tiếp cận được thị trường tương lai: với những khách hàng đang sử dụng sản phẩm cửa
gỗ, họ có thể chuyển sang sử dụng cửa nhơm, nhựa. Bên cạnh đó, với chiến dịch cho
ra mắt các sản phẩm mới: cửa gỗ. Cơng ty có khả năng tiếp cận đến các thị trường
tiềm năng, những khách hàng cũ có mong muốn sử dụng cửa gỗ: Hiệu quả tức thì ở
doanh số sản lượng bán ra. Điều đó giúp quảng bá thương hiệu trở nên phổ biến, nâng
cao được thị phần trên thị trường. Tuy nhiên, với từng thị trường khách hàng, công ty
sẽ định ra những mức giá khác nhau và chiến dịch quảng cáo định kỳ rất tốn kém.
7. Có những vấn đề gì tồn tại trong hoạt động marketing hiện tại của cơng ty cho sản
phẩm này? Hiện đã có cách giải quyết chưa? Đang xử lý vấn đề đó như thế nào?


Về mặt hạn chế, đây là sản phẩm truyền thống khơng có sự thay đổi nhiều về mẫu mã
và chất liệu nên ko có sự đột biến trong chiến dịch Marketing. Điều đó có thể xuất
hiện sự thờ ơ ở thị trường khách hàng. Công ty đã đề ra một vài hướng giải quyết, một
trong những phương án đó là nghiên cứu các sản phẩm mới, mẫu mã mới, vật liệu
mới. Đây là sản phẩm cơng nghiệp nên khó khăn vì phải thay đổi cả hệ thống nên hiệu

quả ko được cao.
8. Cơng ty có định hướng trong tương lai như thế nào?
Công ty đặt mục tiêu trở thành top đầu doanh nghiệp về lĩnh vực này bằng cách nâng
thị phần của sản phẩm từ 7% lên 15%. Bên cạnh đó, cơng ty sẽ tiếp tục đóng góp
thêm nhiều cơng trình cho xã hội và tiếp tục đầu tư cơng nghệ sản xuất để đón đầu xu
hướng thị trường.

REFERENCES:
1. NGOCDIEPWINDOW lọt vào top 50 nhãn hiệu nổi tiếng Việt Nam 2018
( Thành tựu nổi bật - Trang chủ tập đoàn Ngọc Diệp)
2. />( Đón đầu cơng nghệ với dây chuyền sơn nhôm hiện đại đồng bộ nhất hiện nay Nhan Pham)
3. />fbclid=IwAR1dWs3p2xgS4cwtua6yrM0s9PzZRzDxAIB6bBwEgZMwiSX0mSyK
MlUsqII
( Giới thiệu chung về Ngọc Diệp - Trang chủ tập đồn Ngọc Diệp)
4. />fbclid=IwAR3rQNUBBaRPuCSRKvSwwvQzYTVUb3bq6PuBGHVRCrxUICiw
J2yjtIKpGmU
( Tầm nhìn, sứ mệnh - Trang chủ tập đoàn Ngọc Diệp)


5. />fbclid=IwAR2y6vLTzzFkCJh30MtLhaVzTlprOhJJb39QxMiD4Zlvr8AW7IWO5
NNMbhs
( Marketing Objectives: Definition + 10 Examples by Nerea Boada, on 02 April
2020)
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