Implementing marketing mix for logistics services of DHB logistics co , ltd

INTRODUCTION
Logistics activities make an important contribution to the distribution of
goods from production to consumers and also a "global commercial bridge".
Today's logistics activities are not only associated with warehousing, freight
forwarding, but also planning, arranging raw flow, materials from suppliers to
manufacturers, then moving goods from production stage to the final consumer,
creating interconnection in the whole society according to optimization plans,
reducing the cost of rotation and storage.
After 7 years of Vietnam joining WTO, the market of Vietnam's logistics
Services has seen positive changes with the number of enterprises operating in the
industry growing fast and having high growth rates. If we look at the pace of trade
development in our country, which is also the development target of logistics
Service industry, we will see import and export tumover increase by 1.86 times,
the domestic retail market will increase by 20- on average. 25% per year and as a
result, the logistics Service sector also increased by 20-25% per year. However,
according to statistics, Vietnam logistics companies only operate in domestic or
some regional countries, and mainly act as agents or undertake each stage for
intemational logistics enterprises. Meanwhile, tồreign companies (about 25
multinational companies, accounting for 70-80% market share of logistics Services
in Vietnam) with a range of activities in nearly 100 different countries. This is one
of the obstacles for Vietnamese enterprises to provide package Services to
customers. Because, in the trend of globalization, shippers tend to outsource from
many countries and territories around the world. Although it may take into account
the role of agents established by Vietnamese companies in other countries, this
relationship is often quite loose and heterogeneous.

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These are the basic reasons that make the competitiveness of Vietnamese
logistics enterprises far below the current tồreign enterprises, only undertakes a

number of single Services in logistics operations such as customs clearance,
transportation vehicles, warehouses, etc. In the context when Vietnam's import
and export activities are growing, domestic trade is expanding and the demand for
logistics Services increases, this is an issue that needs special attention and
overcome to limiting the loss on the domestic market for the sector considered the
importance Service sector of the economy, not only bringing great benetĩts to the
country but also playing an important role in renovating the current growth and
economic restructuring model.
For all of the above reasons, it is very important to develop successfully in
Logistic field at Vietnam market for DHB Logistics Co., LTD, which not only
contributes to the development and enhancement of economic performance.
jointly, create a source for the company, but also create a premise for expanding
the logistics activities of the company to other markets. Therefore, it is necessary
to have an overall view of the marketing environment from which to develop
Solutions to improve the marketing strategy, help improve the efficiency of
logistics business.
That is also the reason for the research: IMPLEMENTING MARKETING
MIX FOR LOGISTICS SERVICES OF DHB LOGISTICS co., LTD.

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1. Research question
What factors inHuence marketing strategy of DHB Logistics Co.,Ltd?
How to develop a marketing strategy for DHB Logistics Co.,Ltd ?
2. Contribution of Research
-

Researching the theory of marketing concept, mixed marketing

strategy and how to formulate marketing strategy.
-

Analyzing the business situation of the company in 2013 - 2018

-

SWOT analysis to propose company strategies that need to be

implemented first
-

Develop Marketing Mix strategy for Logistics activities

3. Methodology
Methods for Processing and analyzing data:
- For secondary data and primary data in qualitative research: Using
inductive method, synthetic analysis method, comparing collected
results for research through SWOT matrix tool. SWOT analysis method
to identify market needs and volatility to determine characteristics of
target customers.
- For primary data in quantitative research: All collected data will be
processed with the help of the MOS EXCEL 2010 software.
4. Scope of the research
-

Space: Main business activities of DHB Logistics Co.,LTD: Customs

clearance, Warehouse leasing, Sea transport, Air freight forwarding,
Domestic Container transportation, Multilateral transport awake.

-

Time: analysis time from 2013 to 2018

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5. Structure
In addition to the Introduction and Conclusion, the thesis composition
consists of three main chapters as follows:
CHAPTER 1: LITERATURE REVIEW OF MARKETING MIX FOR
LOGISTICS SERVICE
CHAPTER 2: BACKGROUND OF DHB LOGISTICS CO.,LTD
CHAPTER 3: SOLUTIONS TO COMPLETE MARKETING STRATEGY FOR
LOGISTICS SERVICES

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CHAPTER 1: LITERATURE REVIEW OF MARKETING MIX FOR
LOGISTICS SERVICE
1.1. Definition of Marketing mix
In the behavioral Sciences, Marketing is one of the youngest industries. The
appearance of Marketing only started in the 1990s, can generalize the development
process of Marketing into two periods: (1) the period from the beginning of the
20th century to the early 1960s and (2) the period from the 1960s to the beginning
of the 21st century.
Marketing comes from an English term "market." The term "marketing"
was first used in 1902 on the lecture hall of Michigan State University in the us
In 1910, all General Universities. An important case in the United States began

teaching Marketing, and for nearly half a century, Marketing was taught only in
English-speaking countries, but only aíter the world economic crisis (1929 1932). and especially after the Second World War (1941-1945), marketing
activities have made great leaps, strongly developed to really become a popular
scientiíĩc íĩeld like today
In the 50s and 60s Marketing was spread to Westem Europe and Japan, to
Eastem European countries in the 60s and 70s, to Vietnam in the 80s of the
twentieth century. The intemationalization process of Marketing has grown very
fast. Today, almost all countries in America, Europe, Asia, Australia, Africa have
taught and applied Marketing in production and business effectively.
As Philip Kotler explains in his book Marketing Management:
“Marketing is an administrative and social process through which
individuals and groups obtain what they need and desire by the generation,
offering and exchange of valuable Products with their equals
Marketing research, conducted for the purpose of new product development
or product improvement, is often concemed with identiíying the consumer's unmet


needs. Customer needs are Central to market segmentation which is
concemed
with dividing markets into distinct groups of buyers on the basis of "distinct
needs,
characteristics, or behaviors who might require separate Products or
marketing
mixes." Needs-based segmentation (also known as benetĩt segmentation)
"places
the customers' desires at the forefront of how a company designs and
markets
Products or Services." Although needs-based segmentation is difficult to do
in
practice, it has been proved to be one of the most effective ways to

segment
a
market. In addition, a great deal of advertising and promotion is designed to
show
how a given Products beneíĩts meet the customer's needs, wants or
expectations
in a unique way.

The marketing mix (also known as the 4 Ps) is a tồundation model. It has
been detĩned as the "set of marketing tools that the firm uses to pursue its
marketing objectives in the target market". Thereíồre, it refers to four broad levels
of marketing decision, namely: product, price, promotion, and place. Marketing
practice has been occurring for millennia, but marketing theory emerged in the
early twentieth century. The contemporary marketing mix, or the 4 Ps, which has
become the dominant framework for marketing management decisions, was first
published in 1960. In Services marketing, an extended marketing mix is used,
typically comprising 7 Ps, made up of the original 4 Ps extended by process,
people, and physical evidence. Occasionally Service marketers will refer to 8 Ps,
comprising these 7 Ps plus pertbrmance.
1.2. The importance of Marketing mix
1.2.1. The necessity of developing marketing MIX
• It helps in a clean mix creation
Your marketing mix should have all the P’s compatible with each other. The
price should be compatible with the placement of the product. The product should


be compatible with the promotions. In general, all the P’s are
intrinsically
linked
to each other.

As a result, when you are making a marketing mix, it becomes a Chain of
strong bonds. And these bonds then guide you forward in making the Chain longer.
Whenever you are considering adding a new feature or changing existing things,
you have to look at the overall picture, which helps in creating a clean marketing
mix for the product.
• Marketing mix helps in New product development
While designing an existing product, there are any number of ideas which
can come up for a related product that can be designed by the company. The
pricing, place and promotions might be different for such a product. Nonetheless,
it can be classitĩed as a new product and hence while designing the marketing mix,
the company can come up with good ideas for NPD as well.
• Marketing mix helps increase the product portíồlio
Whenever you want to increase the product depth or product line and length,
you have to make minor changes to the product. In essence, you are making minor
changes in the marketing mix itself. You are making changes to the product
íeatures, to its pricing and possible to its promotions. As a result, by altering the
marketing mix and certain features within it, you can end up with an enlarged
product portíồlio.
• It is a guide to improve a business
Physical evidence was an important p in the Service marketing mix. If a
restaurant or an interior design business realises its important, then naturally they
can act on it and improve the physical evidence of their business thereby bringing
in more business.


The importance of marketing mix is evident in more then a single p. People
and process are important to the organization too and optimizing both can improve
the overall working of the organization. Hence, marketing mix is an excellent
guide if someone wants to improve their business and is doing gap analysis.

• It helps in differentiation
When you analyse the marketing mix of Competitors, there are many
different ways that you can differentiate yourself from the competitor. The
competitor might have poor promotions and by analysing them, you can create
better promotions of your own product.
The competitor might have poor placement of Products or he might have
the wrong process or the wrong people in place. All this can be improved upon
giving you a better marketing mix and therồre a competitive advantage in the
market.
• Finally, it helps you in being dynamic
A company which is well prepared is also prepared when disaster strikes.
During recession or during a poor business environment, a company should be
ready to respond. At such times, the company needs to be dynamic in nature. Such
a company needs to understand its product, processes, people, promotions and all
other P’s better. If it understands them, it will respond with a better agility.
Thus, there are many ways that marketing mix may be important to an
organization. The best part is, analysing and understanding the marketing mix is
not a lengthy procedure and the ROI on the time spent is much higher.
1.2.2. The role of marketing strategy
Marketing plays a very important role in business. It guides, directs and
coordinates the production and business activities of businesses. Thanks to
marketing activities, the decisions made in production and business have a more


solid scientiíĩc basis, the enterprise has more conditions and more
information

to

satisfy all requirements of customers. The role of Marketing is shown in the

following aspects:

• For production
- Helping to survey the market, production and consumption activities, to
meet customers' needs in a practical way.
- Marketing is a method to concretize business plans at enterprises.
- Help to harmonize the objectives of the enterprise, stimulate research and
improve production.
• Forthemarket
Applying Marketing has the effect of stimulating the social market in and
outside the country, closely associated with the mechanism of economic life.
Marketing is essential when dealing with market problems, in the relationship
between the company and the market.
• Forplanning
As a means, a tool finds the direction and path of future operations of the
company. Marketing retlects centralized economic planning. Planning and
Marketing are closely related: Marketing serves first the processes of
implementing plans and creating an objective scientihc basis for the plan; whereby
the Science and reality of the plan are enhanced. On the basis of marketing
research, draw conclusions about the ability to consume Products obtained through
the operation of corresponding investment Capital.
1.3. The process of developing marketing MIX
The Marketing mix is a set of decision that needs to be considered prior to
introducing a new product. These variables are also called the P's of marketing.


They help an industry in making strategic decisions required for the smooth
running of an organization. These variables are:

PLACE

Retdil
VVholesale
Mail order
Internet
Direct Saies
Peer to Peer
Multt-Channel

PRODUCT
Desiqn
Technology
ỳ<"i'jincsớ
Con Virucnce
Value
Quali.v
PoC-agmq
Sranúir..j
Accessoừes
Wairaôỡiis

PRICE
stratev i-'s:
Pentrr ii
Psyenological
cist-Plus
Loss lcader, etc.

PROMOTION

Physical

Environment

Special Offer
ã Advertising
Endorsem
ộnts
User tnals
Dirert madmg
LeaHets/postẽrs
Free giíts
Compctibons
loint ventures
•

• Smart
• Run-dovvn
•
• Comíort

Process
•
•

f
Service Industries
consumeđ’

People
1

• Empoyees
• Man.igement
• Cuiture
• Customer Service

Figure 1: Marketing mix 7P model
1.3.1. Product
This is the 1 st p which is the unit that an organization wants to supply in the
market. It might be a tangible object or an intangible Service. Tangible Products


are items such as consumer goods (soaps, toothpaste, and spoons) while intangible
can be Services like tourism. This is the most crucial thing in an organization.
A tangible product should have certain characteristics such as direction of
usage, warranty, Service, ingredients or contents, manufactured date and the expiry
date. In addition, a product should have distinguishing characteristics that is,
Unique Selling Proposition (USP). This will assist you to differentiate a product
from another. Moreover, the packaging concept and the phenomena of originality
play a very crucial role.
It is as very essential to understand the nature and dynamics of the product
in question. Each item that the marketing strategist considers consists of levels of
Products. There are just three levels of Products. They include augmented product,
actual product and core product.
1.3.2. Price
This is the 2nd p which is simply the amount paid by a consumer for the
product. It is the amount that a firm will charge a customer for offering the product
to him. This is another very crucial step whereby if the pricing of certain item is
too low, the general trend of the consumers that the item is of sub-Standard quality,
shows on the sale. Altematively, if the pricing of an item is too high, very few
people would be interested with the product since the price tag shocks them off.

However, it is also hard to decide on the pricing strategy as at times some of the
consumers tends to believe that if a product charges high it has to be good.
1.3.3. Place
This is the 3rd p that also contributes very much to the marketing mix. Place
is the location where an item can be bought and it focuses more on the availability
of an item at the desired place and time. This strategy becomes an obligation as
the items have to be available to the consumers when they want them. These places
might be Virtual Stores such as e-malls and e-market, Online while physical Stores
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are like departmental Stores and supermarkets. This encourages the consumer to
pay heed to the item and this offers the place utility to the customer.
1.3.4. Promotion
This is the 4th p that involves publicizing of the product. This characterizes
of all the Communications that a promoter can use in the marketplace to rai se the
awareness of the product along with its benetĩts to the aimed segment. Promotion
has four different elements: public relation, advertising, sales promotion and
personal selling. Another effective and cheap way of promoting a product is
internet. Promotion is better started before the product is introduced in the market
since it increases the interest of the customers and gets him eager to find out what
the item is. Promotion also determines the positioning of the item as well as the
segmentation targeting. The right way of promoting affects all the above three
variables, the product, price and place. If there are effective promotions the
distribution points might go up, the price might increase due to increasing brand
equity of the item and get the support to introduce other Products. Nevertheless,
the amount of cash required for broad promotions are high.
1.3.5. Process
The Systems and processes of the organization affect the execution of the
Service. So, you have to make sure that you have a well-tailored process in place

to minimize costs. It could be your entire sales funnel, a pay System, distribution
System and other systematic procedures and steps to ensure a working business
that is running effectively. Tweaking and enhancements can come later to “tighten
up” a business to minimize costs and maximise protĩts.
1.3.6. People
Of both target market and people directly related to the business. Thorough
research is important to discover whether there are enough people in your target

1
3


market that is in demand for certain types of Products and Services.
The

company’s

employees are important in marketing because they are the ones who
deliver

the

Service. It is important to hire and train the right people to deliver superior
Service
to the clients, whether they run a support desk, customer Service,
copywriters,
programmers...etc. When a business finds people who genuinely believe in
the
Products or Services that the particular business creates, it's is highly likely
that

the

employees will perform the best they can. Additionally, they'11 be more
open

to

honest feedback about the business and input their own thoughts and
passions
which can scale and grow the business. This is a secret, “intemal”
competitive
advantage a business can have over other competitors which can
inherently

affect

a business's position in the marketplace.

1.3.7. Physical Evidence
In the Service industries, there should be physical evidence that the Service
was delivered. Additionally, physical evidence pertains also to how a business and
its Products are perceived in the marketplace. It is the physical evidence of a
business' presence and establishment. A concept of this is branding. For example,
when you think of “fast food”, you think of McDonalds.Whe n you think of sports,
the names Nike and Adidas come to mind. You immediately know exactly what
their presence is in the marketplace, as they are generally market leaders and have
established a physical evidence as well as psychological evidence in their
marketing. They have manipulated their consumer perception so well to the point
where their brands appear first in line when an individual is asked to broadly

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4


“name a brand” in their niche or industry.
Hence the 7Ps explain the meaning of marketing mix in a detailed manner.
They give you the overall appearance of a product.

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5


1.4. Nature of Logistics Services
1.4.1. Definition ofLogistics
Logistics - the Science of planning, controlling and managing
transportation, warehousing and other tangible and intangible operations
performed in the process of bringing raw materials and materials to the production
enterprise , in-plant Processing of raw materials, materials and semi-finished
Products, bringing finished Products to the consumer in accordance with the
interests and requirements of the latter, as well as transfer, storage and Processing
related information.
This definition, as follows from its content, treats logistics as a Science. As
an economic activity, logistics is represented in the following definition: Logistics
is the process of managing the movement and storage of raw materials,
components and finished Products in economic tumover from the moment of
paying money to suppliers until the money is received for delivering finished
Products to the consumer (the principle of paying money - receiving money).
A business that sells Products has to find a way to get those items to
customers. Even if the items are sold Online, they’ll still move from Point A to
Point B, usually through a shipping Service. If you’re a one-person operation, you

may take each item to the post office, but over time you’ll want to upgrade to a
shipping provider. Grow even íurther, and things will get a little complicated since
you’ll deal with shipments using multiple carriers on a regular basis. That’s where
logistics Services providers come in. They specialize in managing the shipment
process for business, coordinating things so that Products end up where they need
to be in as efficiently a manner possible.
1.4.2. Customers
Demand for logistics Services is retlected in the demand for logistics
Services in the market. About 40-50% of businesses in developed countries use

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6


"outsourced logistic Services" to transfer their goods. In Vietnam, large
enterprises
in consumer goods, food or technology goods, electronics such as Masan,
Vinaphone, Samsung, ect have been at the forefront of this trend and are
the
main
customers of logistics companies.

In Vietnam, domestic trade in goods has increased rapidly over the years,
besides, import and export of goods has also grown steadily, thus, the demand for
logistics Services for production, circulation and distribution processes. and import
and export is also increasing, especially the demand for outsourced Services. In
the future, the demand for full-service, high-quality logistics Services across the
country, the AEC region and the global scope will also increase.
1.4.3. Competitors
In the trend of fierce competition and integration, cutting costs to increase

competitiveness for goods is an urgent requirement for most businesses. In
particular, logistics activities are increasingly concemed by businesses to optimize
production costs. Vietnamese businesses not only compete with each other but
also compete with large foreign enterprises.
Statistics of Vietnam Logistics Business Association show that there are
more than 1,300 logistics enterprises operating in the country; 80% of which are
domestic logistics enterprises but only 20% of logistics market share in Vietnam.
The remaining 80% market share belongs to íồreign-invested logistics enterprises.
Many powerful logistics corporations in the world have been gradually penetrating
and dominating our country markets such as APL, OOCL, Mitsui OSK Line,
Maerks Logistics, NYK Logistic, ect. These firms not only provide a full range of
Services from intemational transport to inland transport but also have a wide
intemational network, strong finance and modern information technology
Systems. Meanwhile, Vietnam logistics enterprises currently only perform a very

1
7


small part of the above series of activities, or are only subcontractors
to
tồreign
logistics investors.

Vietnam logistics market is increasingly attracting domestic and tồreign
enterprises to participate with exciting competition. However, the number of
inefficient enterprises and withdrawing from the market is not less because the
development is largely spontaneous, lack of orientation, lack of Capital, inadequate
capacity for long-term competition. Moreover, the Service of these units is single,
not yet highly integrated. Currently, only a few large logistics companies in

Vietnam have a closed Chain of Services such as Vinatrans, Vinalinks, Sotran, etc.
mainly small and medium enterprises, mainly doing single supply Services in the
field. Vietnamese territory such as forwarding Services, packaging Services,
warehousing, customs Services, etc. Meanwhile, intemational intergrated,
integrated Services are handled by tồreign logistics companies. Vietnam logistics
enterprises operate inefficiently and increasingly feel more difficult in the
competition for this Service.
1.4.4. Marketing mix in Logistics Service
There is no universally agreed definition for logistics Services, and the role
may be interpreted in very different ways across the region. At the same time,
globalization and increased use of technology are changing customer expectations
and the way Services are delivered. These factors have consequences for the
development of logistics policy, as the traditional ways of doing business in
logistics, and thereíồre the way the industry is regulated and promoted, may no
longer be appropriate.
The detailed list of Services provided by logistics Service providers
(beyond Services by carrier, warehouse provider, terminal operator, freight
forwarders, NVOCC and MTO) presented in Table 2 can be grouped as follows:

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8


Assembly. There is a wide range of assembly activities that can be
carried out in the context of logistics Services, covering both low-end
assembly (such as kitting) and high-end assembly (e.g. assembly of
final product based on store requirements). Tahese activities can take
place

at

providers.

Client
Kitting

premises
Services

or

the

could

warehouses

also

be

of

included

logistics
in

the

Service
role

of

freight forwarder as they may involve basic labeling and repackaging
Services.

Supply Chain: Logistics Service providers increasingly offer Services
from the perspective of supply Chain rather than transport. This can
include logistics Consulting and supply Chain design, management of
supply Chain, operation of supply Chain, operating as lead logistics
provider, procurement responsibilities or inventory management.
Quality control'. Logistics Service providers may provide technical
testing, localization and quality inspection Services, either as in-plant
Services or at the warehouse.
Financial Services'. Some providers may choose to provide collateral
management Services, and act as Insurance brokers for their clients
upon request.
Customer Services'. Logistics Service providers may assume
responsibility of such back-end customer Service activities as returns
and repairs, operate the call centre (particularly relating to warranty
and technical support), and provide reverse logistics Services.

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9


Table 1: Mapping of logistics Services
Services

Carriage
Iníồrmation Services, including track and trace
Arrangement of transport operations
Warehousing (CFS)
Consolidation
Customs íormalities and other order
administration

Carrier

Warehouse
provider

Terminal
operator

Freight
íonvarders

NVOCC

MTO

X
X
X

X
X
(x)

X
X

X
X
(x)
X
X

(x)
X
X
(x)
X
X

X
X

X

X

X
X
(x)

Selection and integration of multiple carriers
Kitting
Assembly and Processing of goods

Technical testing
Localization
Quality inspection
Lead logistics provision
Logistics Consulting and supply chain design
Management of supply Chain (including transport,
warehousing and inventory)
Operation of supply chain
Project logistics
Procurement

X
X

X

Logistics Service
providers
X
X
X
X
X
X
X
X
X
X
X
X

X
X
X
X
X
X
X

Financial Services, such as collateral management
or Insurance brokering
After market Services, e.g. reverse logistics,
retums and repaứs

X
X

Outsourced call centre (e.g. technical and
warranty enquiries)
* Some companies may choose to outsource some Services they offer. In the context of this table, outsourced Services are also considered to be included in the role in question.
**(x) indicates that the Service is considered to be sometimes relevant to the role in question.

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0


According to the assessment of logistics customer, logistics Services are
now provided with a variety of prices, but there is a shortage of Service quality and
the number of logistics companies can meet All stages in the Chain according to
user requirements. Through the assessment results, the important factors that
Service providers should pay attention to improve the quality of logistics Services

are (1) Flexibility (83.8%); (2) Price (78.4%); and (3) Quality of Service (75.7%).
ovided with a variety of prices, but there is a shortage of Service quality and the
number of Service providers can meet All stages in the Chain according to User
requirements. Through the assessment results, important factors that Service
providers should pay attention to improve the quality of logistics Services, the
three most important factors are (1) Flexibility (83.8%); (2) Price (78.4%); and (3)
Quality of Service (75.7%).
Figure 2: Evaluate important íactors to improve the quality of logistics
Services
Unit: %
Reputation
Hu man
Iníormation support System

21.60%
24.30%
27%

Customer support policy

40.50%

Reliability

48.60%

Time

56.80%

Quality of Service

75.70%

Price

78.40%

Plexibilíty

83.80%

0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00% 90.00%

Source: Survey of Ho Chi Minh City University ofTransport and VLI team

Flexibility means the ability of businesses to change policies and Service
packages to meet the needs of customers in each specitĩc situation. Customers
require logistics companies to be ready to provide tồreign transport Services, have
agents abroad to support customers, the ability to integrate Services. Sometimes

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1


customers also require relatively special Services such as c / o declaration
(certiíĩcate of origin), transporting bulky goods or tying special goods.
Price is an important factor affecting the choice of Service users and the
competitiveness of Service providers, so the manufacturing enterprises also want
to be able to cooperate with suppliers. Services to become strategic partners

(logistics companies use Products of manufacturing enterprises and manufacturing
enterprises using logistics Services) to have stable and long-term contracts,
minimize risks ro. As a result, logistics businesses can also rely on price tools to
create competitiveness by reducing prices for loyal customers, customers go in
large numbers. However, sometimes there are situations that arise that increase
because of íluctuations in freight rates, which greatly affect customer satisfaction.
In order to improve the quality of Service, a specitĩc issue is mentioned that
the supply of empty containers needs to ensure the demand for containers in time
and better Container quality. This is a concem for shipping lines and logistics
Service enterprises. Another proposal was to develop the self-printing of Bill
(transport documents) at the enterprise for export goods. In addition, businesses
need to have an effective grasp and update of tax policy knowledge, which is an
opportunity for LSP to consult and support customers. In addition, some
businesses want to improve the coverage and delivery time of logistics companies,
such as the supply of new roads, the transport time of North-South lines should be
shortened.
Providers are also suggested to have a long-term development plan and link
with other suppliers to meet the diverse needs of users with a full range of Services.
for example, the lack of transportation in the peak season. Thereíồre, it is
recommended that transport businesses should invest in Heets or combine with
other motorbikes to save costs, make use of the distance with both the departure
and departure stages. However, in order to do this, it is necessary to eliminate
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competition as well as use transport applications to find empty vehicles on the
joumey.
Logistics companies are advised to closely monitor each order and
continuously review customer feedback at the smallest stages as well as invest or
improve hotlines so customers can retlect and Search for information quickly. And

the problem should be concerned and invested is the integration of application
tracking and retrieval on the website so customers can actively check the status of
goods in the process of transport quickly.
In terms of information technology, logistics Service providers are expected
to have a uniform, tlexible, more stable logistics System and have the following
Services better met in the future: ERP applications Service management, integrated
distribution System, EDI Container management System as well as warehouse
management, inventory management Services. The proposed JIT principle applies
in transportation and order control to save costs and significantly reduce inventory.
Quality of Service staff also needs to be considered and improved.
Currently, when the issue of the last delivery has brought a lot of added value,
sometimes the driver or delivery staff is an important íactor in direct contact with
the customer and determine the satisfaction of the customer. goods about Service
quality. Thereíồre, business and production enterprises also recommend logistics
enterprises to train non-professional staff to improve soft skills such as the ability
to communicate with customers, contributing to improving Service quality. of the
business. In addition, a team of planning consultants, supply Chain operation
consultants, logistics specialists and supply Chain management also need to be
invested in both quantity and quality because the team cannot respond meet the
current market demand.

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CHAPTER 2: DHB LOGISTICS CO.,LTD INSIGHTS OF MARKETING
MIX
2.1.

A brieí Introduction of the company

Company name: DHB LOGISTICS COMPANY LIMITED
Company name abbreviated: DHB LOGISTICS co., LTD
Type of company Economic organization of production and Service business
Charter Capital: ONE BILLION
Year of establishment: August 9, 2012 Tax code: 0105965238
Main market: Nationwide
Head office address: No. 3 Ngo 92 Nguyên Khanh Toan, Ward Quan Hoa, Cau
Giay District, Hanoi
Phone: 02435553558
Owner - The legal representative of the company: LE VIEN HIEU
DHB LOGISTICS co., LTD specializing in freight forwarding by sea freight and
air freight, trucking land and leasing warehouses, bonded warehouses,
DHB means:
Door to door
HS code
Bonded customs clearance

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With seniority and experience in the field of logistics, company has been
proud that the staff active and enthusiastic, DHB are fully independent and active
in his field. Especially with tồreign companies, DHB LOGISTICS provides
investment advisory Services, import and export procedures, procedures for
obtaining the c/o, customs procedures and other legal procedures. company we
appreciate the cooperation with customers. Such cooperation is mutually
benetĩcial trend was the top priority, clients will save a lot of time and cost and
also the credibility of they, DHB LOGISTICS will devote our best to bring about

the best results customers desire. With 3 offices in Hai Phong, Da Nang and Ho
Chi Minh city.
Address: 05FL, No 3 Lane 92 Nguyên Khanh Toan, Quan Hoa Ward, Cau Giay
Dist, Ha Noi, Viet Nam
Hai Phong Office: No 388 Lot 22 Le Hong Phong, Ngo Quyen Dist, Hai Phong
City
Da Nang office: 03 Dong Da Street, Hai Chau Dist, Da Nang City
Ho Chi Minh office: 158 Dinh Bo Linh Street, Ward 26, Binh Thanh Dist, Ho Chi
Minh City
DHB can serve customers at every time and it is aiming at setting up more
offices and facilities in Vietnam next time to enhance our Services. Besides, the
company also will develop an agency network in countries and territories to meet
customers demand for logistics Service all over the world.
In a more and more developing, integrating and competing freight
forwarding market, DHB always aims to a mutual benetĩt business cooperation.
With its business, DHB would like to be the organizer and performer for
“connecting benetĩts” of involving parties, including clients, local and
intemational partners, sub-contractors and DHB itself. Therefore, our core values
are:

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-

Prestige: once we made our commitment, we will never break it.
Integrity: we based our business on honesty, responsibility, and
ethicality.
Professional staff: we create a triendly, supportive, Creative working

environment with extensive training programs for our people, so that you
can enjoy their sense of Service, responsiveness, and professionalism.

DHB supplies optimal logistics Solutions on demand with intemational
Standard- To become an expert in logistics that customers and partners can always
trust and rely on. To offer unique Services, and accomplish challenging tasks
entrusted by customers and partners no matter how hard the tasks may be.
DHB’s commitment:
- Offering the most simple - most effective logistics Solutions.
- Competitive price.
- Free of charge consultancy.
- Maximum saving time & money of customers.
- Easy payment method.
- Enthusiasm - thoughtíul style of serving.
2.2.

The areas of operation of the company
DHB LOGISTICS co., LTD is a solution to save import and export costs;
intemational and domestic transport is safe and effective; Customs declaration
exactly according to the import tariff; Strong support for the most protĩtable
customers on taxes that are completely free. DHB always offers effective cost
control Solutions:
- Control the cost of taking goods from the customer's warehouse (term
DDU- Delivery at the warehouse)

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