Maketing strategy of software sales department of Nhanh vn company GROUP KD4 Maketing strategy of software sales department of Nhanh vn company Page 1 GROUP KD4 Maketing strategy of software sales department of Nhanh vn company Page 2 TABLE OF CONTENTS 4 1 1 CONCEPT OF MARKETING, MARKETING STRATEGY AND THE ROLE OF MARKETING STRATEGY 4 1 2 MARKETING MIX COMPONENTS AND MARKETING STRATEGIES 6 1 3 FACTORS AFFECTING MARKETING STRATEFY 8 CHAPTER 2 INTRODUCTION OF THE COMPANY NHANH VN SHARES AND BUSINE.
GROUP KD4 Page Maketing strategy of software sales department of Nhanh.vn company GROUP KD4 Maketing strategy of software sales department of Nhanh.vn company TABLE OF CONTENTS INTRODUCTION CHAPTER 1: THEORETICAL BASIS OF MARKETING AND MARKETING STRATEGY 1.1 CONCEPT OF MARKETING, MARKETING STRATEGY AND THE ROLE OF MARKETING STRATEGY 1.2 MARKETING MIX COMPONENTS AND MARKETING STRATEGIES 1.3 FACTORS AFFECTING MARKETING STRATEFY CHAPTER 2: INTRODUCTION OF THE COMPANY NHANH.VN SHARES AND BUSINESS SITUATION OF THE COMPANY IN LAST YEARS 2.1 INTRODUCTION About NHANH.VN Joint Stock Company 2.2 BUSINESS SITUATION OF THE COMPANY 13 CHAPTER 3: ANALYSIS OF SOME CURRENT MARKETING ACTIVITIES OF THE COMPANY AND SOME COMPETITORS 15 3.1 DESCRIPTION TO BE ACCOMPLIED AT THE COMPANY 15 3.2 DETERMINATION OF DIRECT COMPETITORS WITH THE COMPANY 15 3.3 SWOT ANALYSIS FOR COMPANY 19 3.3.1 Strengths 19 3.3.2 Weaknesses 19 3.3.3 Opportunity 19 3.3.4 Challenges 20 3.4 PRACTICE OF MARKETING STRATEGY ACTIVITIES AT NHANH.VN 21 CHAPTER 4: SOME MARKETING MIX SOLUTIONS TO ENHANCE COMPETITION PICTURE OF NHANH.VN JOINT STOCK COMPANY 23 4.1 BASIS FOR SELECTION OF SOLUTION 23 4.2 SOLUTIONS ON MARKETING MIX IN THE FUTURE 26 4.3 PROJECTING REVENUE - OUTPUT - COSTS WHEN APPLYING MARKETING SOLUTIONS 28 4.4 RECOMMENDATIONS FOR COMPANY 29 CONCLUSION 30 Page GROUP KD4 Maketing strategy of software sales department of Nhanh.vn company INTRODUCTION In recent years, life is becoming more and more industrialized and modernized, online products are gradually expanded, this school is really a "MASTER LAND" Solid picture requires combining many elements In particular, the prominent factors are marketing factors, which make an important contribution to the business activities of enterprises Marketing is a tool that helps businesses create and maintain a long-term competitive advantage If an improper built-in marketing strategy will not create a competitive advantage nor will the pieces diminish The build of the marketing solution and the common is must be high to look for many elements from the environment to complete the content of the company And Nhanh.vn Co., Ltd is gradually changing towards the leading position in the sales management software market in the business as well as offline market During the company's internship, I learned about the company's marketing efforts to promote volume production After a period of research, I have chosen the topic: "software marketing strategy at the sales department of Nhanh.vn Joint Stock Company" Chapter 1: Theoretical basis of Marketing stategy and Marketing mix Chapter 2: General introduction about NHANH.VN joint stock company and its business situation in recent years Chapter 3: Analysis of some current marketing activities of the company and some competitors Chapter 4: Some sategy marketing solutions to improve the competitiveness of sales management software products at NHANH.VN Joint Stock Company - Page RESEARCH OBJECTIVE: Find out and analyze the current state of marketing and offer sategy marketing solutions at the company RESEARCH OBJECTS AND SCOPE OF RESEARCH: Research on marketing for baby wet wipes at Nhanh.vn RESEARCH METHODOLOGY: From practice, review and analyze marketing activities at NHANH.vn company GROUP KD4 Maketing strategy of software sales department of Nhanh.vn company CHAPTER 1: THEORETICAL BASIS OF MARKETING AND MARKETING STRATEGY 1.1 CONCEPT OF MARKETING, MARKETING STRATEGY AND THE ROLE OF MARKETING STRATEGY 1.1.1 Some definitions of marketing - According to CIM (UK's Charactered Institute of Marketing): "Marketing is the management process of identifying, anticipating and meeting customer requirements in an effective and profitable manner" - According to AMA (American Marketing Association, 1985): “Marketing is the process of planning and executing the creation, pricing, promotion, and distribution of ideas, goods and services to create exchange and satisfaction individual and organizational goals” 1.1.2 Marketing – marketing strategy Marketing strategy Concept: Marketing strategy is a business's overall plan to reach potential consumers and turn them into customers of the products or services that the business offers A marketing strategy includes a value proposition, key brand messaging, demographic data of target customers, and other high-level company elements (According to Investopedia) - An effective marketing strategy is a program designed to blend all elements of the marketing mix with the goal of providing value to consumers 1.https://www.thensmc.com/sites/default/files/CIM%207Ps%20Resource.PDF 2.https://www.business.qld.gov.au/running-business/marketing-sales/marketing-promotion/marketing-basics Page GROUP KD4 Maketing strategy of software sales department of Nhanh.vn company 1.1.3 The role of marketing and marketing strategy - According to the process of socio-economic development, today's companies are more and more aware of marketing in business - Marketing guides businesses to the art of discovering customer needs as well as the art of satisfying customers, oriented marketing for business activities and taking the initiative for businesses - Marketing is a bridge to help businesses solve good relationships and harmonize the interests of their businesses with the interests of consumers and society - Marketing is a competitive tool that helps businesses establish their position and reputation in the market - Marketing becomes the "heart" for all activities in the business, other decisions about technology, finance, human resources all depend on marketing decisions such as: what products to produce? For which market? How to produce and in what quantity? Page GROUP KD4 Maketing strategy of software sales department of Nhanh.vn company Marketing strategy plays an important role, marketing mixes help businesses bring products to consumers quickly and effectively Decisions about price, product, distribution, or ways to promote the mix… are often of interest One of the goals of marketing activities is to sell many products with high revenue and low cost through satisfying customer needs From maintaining customer satisfaction about products, businesses increasingly have a place in the hearts of customers Therefore, the company's products are prioritized by customers, as a result, the number of products and services that the Company provides is more and more consumed, the more profits the business earns The basic goal of promoting business activities is profit 1.2 MARKETING MIX COMPONENTS AND MARKETING STRATEGIES 1.2.1 Product and product strategy: 1.2.1.1 Products: Products are things that businesses provide to the market, decide products include: product types, sizes, quality, packaging design, brands, functions, services to meet the needs of customers 1.2.1.2 Product strategy: Product strategy is the orientation and decision related to the production and business of products on the basis of ensuring to meet the needs of customers in each period of business activities and objectives corporate marketing goals 1.2.1.3 Role of product strategy: product strategy plays an extremely important role in marketing strategy: - Product strategy is a sustainable competitive tool of enterprises If the product strategy is well implemented, the pricing, distribution and promotion strategies will be implemented effectively Deploying product strategy is one of the factors that help businesses achieve the marketing goals set out in each period In the process of implementing product strategy, businesses often analyze and make decisions related to: size of product set, product brand, quality decision, packaging design issue, product support services, new product development, and decisions in each stage of the product life cycle 1.2.1.4 Contents of product strategy: - Page Product set size Decisions related to product characteristics Product packaging design Product Support Service New product development Product life cycle: During the product business process, businesses make adjustments in marketing strategies due to changing market conditions (competition, market demand, adaptability) response of the product to demand) For this, businesses need to closely GROUP KD4 Maketing strategy of software sales department of Nhanh.vn company monitor and monitor the business situation of their products and make appropriate decisions Product life cycle is a term that describes the variability of output and sales during the various stages of a product's business process from introduction to exit from the market The product life cycle consists of four stages: • Stage of product introduction in the market • Development or growth stage? • Good period • Depression period 1.2.2 Price and pricing strategy 1.2.2.1 Price: Price is the amount of money that customers spend to own and use a product or service Price decisions include pricing methods, price levels, price adjustment tactics according to the fluctuations of the customer markets and consumers… 1.2.2.2 Price strategy: is the long-term orientation of prices to achieve business goals of the enterprise 1.2.2.3 The role of pricing strategy: Pricing strategy is the only element in the marketing mix that directly generates income; is a factor that directly generates income for the business by adjusting the high price, the business will have an additional income when selling products - Pricing strategy is the determining factor in the buyer's choice of products - Price strategy is also the most important factor determining the market share of the business and profitability 1.2.3 Distribution (Place) and distribution strategy 1.2.3.1 Distribution: is the activity to bring products to customers, distribution decisions include decisions to select, establish distribution channels, organize and manage distribution channels, establish relationships and Maintain relationships with intermediaries, transport, store goods 1.2.3.2 Distribution channel: is a set of independent and interdependent businesses and individuals participating in the process of bringing a product, service or solution to the final consumer at a time and a certain location and realize the business's goals in the market Direct channel: is a direct distribution channel from the producer to the final consumer because there are no distribution intermediaries in the direct channel, so the consumer The direct channel is suitable for goods with perishable characteristics, large value, bulky, complicated technology Page GROUP KD4 Maketing strategy of software sales department of Nhanh.vn company 1.2.4 Promotion and marketing strategy 1.2.4.1 Promotion: Are activities to inform products, build the image of the business and the programs to encourage consumption 1.2.4.2 Promotion strategy: is a set of activities to inform and introduce about products, brands, organizations, and consumption measures to achieve communication objectives of the enterprise 1.2.4.3 Promotion mix: is the combination of promotional tools to achieve communication objectives in response to the selected target market Promotional tools include: - Advertising Sales promotion Public relations Personal selling Direct Marketing 1.3 FACTORS AFFECTING MARKETING STRATEFY 1.3.1 Market demand Depends on economic, social, technological, competitive environmental factors as well as resources (financial, human resources, technology) and the position of the enterprise in the market school Besides, it also depends a lot on the market segment that the business participates in 1.3.2 Product elements The nature of the product and the life cycle of the product The product is the first and most important element of the marketing mix, the company needs to make harmonious decisions about the product portfolio, product range, as well as product packaging The product life cycle consists of four stages: product launch, development, growth, and decline CHAPTER 2: INTRODUCTION OF THE COMPANY NHANH.VN SHARES AND BUSINESS SITUATION OF THE COMPANY IN LAST YEARS 2.1 INTRODUCTION About NHANH.VN Joint Stock Company 2.1.1 History of formation and development of the company In the early years of the 21st century, the country was on the rise in the market mechanism, Vietnam increasingly asserted that this was a potential market for all economic sectors of the investing countries, especially in the developing world consumer goods sector Especially due to the Page GROUP KD4 Maketing strategy of software sales department of Nhanh.vn company improvement of living standards of people in the country and the country, so companies in electronics or new technologies were born one after another Vietnam Price Joint Stock Company (Viet Nam Price Joint Stock Company) - The abbreviation is VNP (VN Price) was born on August 21, 2006 Over years of formation and development, VNP has gradually affirmed position in the field of e-commerce as well as media - Internet Currently, VNP is also a strategic partner for leading Japanese investment groups such as CyberAgent Venture, Mitsui Financial Group, IDG Investment Fund of the US and CAI of Japan fast VN is one of the subsidiaries in VNP group NHANH.VN - established in 2011, is a member of VNP Group - the leading group in e-commerce in Vietnam Up to now, NHANH.VN has developed into a reputable e-commerce site, providing total solutions to the management of goods, human resources, finance and customers - the decisive factors determined to live with each business 2.1.2 Organizational structure of the company The company organizes management in the online direction, the director is the person who directly manages and directs production and business at the Company At present, the Company has 22 business groups and departments, has a mutual relationship with each other and has large branches nationwide, all of which are directly directed by the board of directors clearly shown in the following diagram: General Director Deputy Director Human Resources Sales Departments IT Department 2.1.2.2 Marketing organizational structure Management and operating principles: - Implement the regime of one employee under the direction of a direct superior Functional departments have the right to guide and urge other departments Implement horizontal coordination mode between functions 2.1.2.3 Functions and duties of departments a/ General Director of the Company Page Accounting GROUP KD4 Maketing strategy of software sales department of Nhanh.vn company Being the person who directly leads and operates the Company, decides the direction of production and business projects - Decide on measures and methods in production and business Decision on expansion as well as long-term and short-term development of the Company Organize and arrange departments and workshops according to the development requirements of the Company Decide on appointment or dismissal of directors, chief accountants, heads of departments and other positions Responsible before the law b/ Deputy Director As an assistant to the General Director, authorized or authorized a number of matters under the authority of the Director, helping the Director draw up business plans and manage the Company c/ Department of Human Resources - In charge of human resources in the Company, managing employees' resumes, handling procedures for recruitment, termination, appointment Advising the Director on promotion, assigning work of employees, developing plans and training programs for professional development Human resource management, timekeeping, settlement of insurance policy issues Manage administrative procedures, check the internal discipline of the Company Implement occupational safety, industrial hygiene, fire prevention d/ Finance and accounting department - Manage the Company's capital and treasury, timely provide adequate capital for business activities Monitor capital movement, analyze and propose fast capital turnover measures, have methods to handle occupied and stagnant capital Carrying out the payment and recovery of debts owed to the units in the course of business Organizing accounting operations, making general settlement reports, making year-end financial statements To fully comply with the accounting regime and the state budget collection and payment regime e/ IT Department - Organize and implement the direction of the Director on the issue of production allocation Deploying production plans, setting up new features for software, new programs for users Carry out production according to orders (when customers want to write their own software to design their own website) f/ Sales department Page 10 GROUP KD4 Maketing strategy of software sales department of Nhanh.vn company decisions in business.Political stability has a great influence on software businesses today, because the risk due to the political environment is very large, it is easy to cause an economic recession - Technical environment Almost all goods and products created today are associated with scientific, technical and technological achievements It can be said that we are living in an era of technological development - Engineering - technology as a part of the external business environment affects businesses in two ways: • • First, external technology affects the business through internal technology It is the speed of development of science and technology expressed through invention and application of them to life that has made the internal technology of enterprises quickly obsolete Second, technology makes the appearance of potential competitors, that is, competitors with products that can replace the products that the business is trading that the company has For example, software that is more optimal in terms of finance and saves personnel Including relevant factors: natural resources, land, climate, weather, epidemics In fact, the surrounding covid19 epidemic has reached an alarming level for the general economic sector The problem for businesses and the government is that it cannot be indifferent to this work It requires measures on marketing as well as trade promotion in all aspects to maintain the economy Currently, Vietnam and the world are gradually controlling the disease as well as inventing a vaccine - Natural environmental factors affect businesses on the following aspects: • Create a market to supply inputs for businesses • Impact on the volume and structure of the consumer goods market • Impact on employment and income of the population, thus affecting the purchasing power and ability to consume goods - Socio-cultural environment Social culture in general affects the operation of enterprises in the following aspects: • • Culture forms the consumption habits of the group's population, thereby forming the habits, preferences, and residence of customers in the market Cultural influence on the formation and development of the corporate culture The culture is the way the business can communicate with the outside world 3.2.3 Microenvironment - Customer: Page 17 GROUP KD4 Maketing strategy of software sales department of Nhanh.vn company Customers are people who are and will buy from the business For any business, customers are always the most important factor, deciding the survival of the business The decisive nature of customers is reflected in the following aspects: Customers decide at what price the company's products and goods are sold In fact, businesses can only sell at a price that consumers accept - Competitors: NHANH.VN enterprises always have to deal with a series of competitors The important issue here is not to look down on any opponent, but also not to consider all opponents as enemies The best way of handling NHANH.VN is not to direct the spear at its opponent, but on the contrary, to identify, control and reconcile, and to direct his thoughts and attention into customers - Supplier: The supplier is very important to the business, it ensures that the operation of the business is conducted stably according to the predetermined plan In fact, suppliers are often classified into three main categories: Equipment and material suppliers; type of labor supply; type of money supply and banking and insurance services Thus, each business at the same time has relationships with many sources of supply of all three types above The problem is the requirement of the supply to be sufficient in quantity, timely in time, guaranteed in quality and stable in price NHANH.VN is always prepared in terms of products and supplies by placing servers in Vietnam and the main server in Australia to always have backip when needed 3.2.4 Environment inside the business - Material elements + Capital: Capital is the necessary material premise for all production and business activities + Personnel: People are the decisive factor for the success or failure of all production and business activities Therefore, businesses must pay attention to the use of people, human development, building the cultural environment and organizational routine of the enterprise At NHANH.VN this issue is always appreciated The company always improves the lives of employees at the company as well as their lives by organizing team building, games, and happy time every Friday - Mental factors: + Tradition and habits: The traditions and habits are very unique elements of the business It is formed, exists and develops both objectively and subjectively during the movement of enterprises Page 18 Culture background: GROUP KD4 Maketing strategy of software sales department of Nhanh.vn company As we all know, businesses with a developed culture will have a passionate working atmosphere that always appreciates initiative and creativity + Expected value of leaders: Democratic leadership listens to everyone's input That desire is reflected in the decisions of the management With the efforts of the staff 3.3 SWOT ANALYSIS FOR COMPANY From the analysis of the sources of competitive advantage as well as the Company's business results, the current market share, we have an overview of the strengths and weaknesses of the Company as follows 3.3.1 Strengths - S1-Products with high quality and safety S2- The company's reputation is increasing day by day S3-The infrastructure system is invested synchronously and has been expanded S4- Enthusiastic and experienced young staff S5- Variety of types S6-Has quality certificates and prestigious awards S7-Has sales branches spread all over the country S8-Have a good relationship with existing customers 3.3.2 Weaknesses - W1- No separate Marketing department yet W2- High price W3-The marketing budget is too tight W4-The sales force in the North, and the province is still thin W5-The services attached to the product have not been focused on W6-The distribution channel has not fully exploited the market potential W7-Have not taken advantage of the available advantages to exploit the abandoned market 3.3.3 Opportunity Page 19 O1-The demand for online sales is increasing O2- 4.0 era and covid time O3-Received active support from parent company VNP O4-Main competitor is struggling O5-High barrier to entry GROUP KD4 - Maketing strategy of software sales department of Nhanh.vn company O6-Many markets are still closed 3.3.4 Challenges - T1- Entry into the industry by foreign companies ngành T2-Customers are increasingly interested in increased service quality T3- The price competition is quite high T4-Many companies have started to expand their scale T5-Large industry expansion barrier From the opportunities, threats, strengths and weaknesses analyzed above, we have the following combination: Market expansion strategy: This option uses the following pairs of combinations S(1, 2) O1 to take advantage of the company's reputation, which is becoming more and more known, plus increased production capacity to meet market demand, especially the segments the Company has not exploited yet From the opportunities, threats, strengths and weaknesses analyzed above, we have the following combination: - Combining W (4,6,7) with O (5,6): It means that the Company should recruit employees who are understand the market, customers and products, especially the South and North to take advantage of competitors The main competition also has difficulty to build relationships, better satisfy customers capital previously owned by competitors, while expanding to customers in markets has not been mined before - Combination of W (1,5) with O(1,4,6), combination of S (1,2,6,8) with T(1,4): The company needs to focus on investment Invest in marketing activities in a methodical, systematic and in-depth way to increase the image The company in the mind of the customer, attracting new customers, while creating an advantage against potential competitors Based on the prestige, the values that the Company has accumulated after years activities plus Marketing activities to take advantage of market advantages, expand list of customers and prepare for the difficulties of penetration of water companies out Market expansion strategy: This option uses the following pairs of combinations S(1, 2) O1 to take advantage of the company's reputation, which is becoming more and more known, plus increased production capacity to meet market demand, especially the segments the Company has not exploited yet Page 20 GROUP KD4 - - Maketing strategy of software sales department of Nhanh.vn company Combining S(3, 4,5) with (1,3,6): It means that the Company will focus on improving the force structure.quality as well as in-depth investment in marketing activities, especially direct sales and promotions, after-sales services to attract customers who had no idea before about the Company's products transferred to use At the same time, closely connect with the guests familiar goods Combining S(6) with O(1,3): Based on innovative research communication that the Company has built during this long-term construction, the Company should continue to encourage and support employees to come up with new initiatives in terms of images, uses, and product improvements, in order to better serve the strong market segments and at the same time collect profits attract new customers Currently, NHANH.VN company has also recognized the strengths, weaknesses as well as the development potential of the company in the domestic market The company has also implemented the strategies in the matrix analyzed above to increase sales as well as expand the market In terms of market expansion strategy, the company has started to cooperate with national media channels as well as sponsor in big business programs Expand and organize seminars to attract large and small businesses However, this method has not brought maximum effect and has not attracted strong customers It is necessary to focus on training staff for the Central and Northern regions to be able to well in these two markets, the sales will increase by 30%-50% From the existing foundation as well as the reputation of the company in the market, the company will penetrate more new markets by investing in facilities, equipment, distribution system, improving product quality to customers can trust the quality and reputation of the company 3.4 PRACTICE OF MARKETING STRATEGY ACTIVITIES AT NHANH.VN - Direct sales (Organized in book donation seminars): this is an important tool, but the direct sales team is not professional, there is no proper investment - Sponsoring supermarkets to advertise products such as focusing on advertising tools running monthly shopping guide programs This is also an effective tool to increase the number of customers - Offering books: this method is currently being fully exploited because it is effective and attracts customers This plan is implemented regularly and for a long time because it is effective and increases sales very well - Advertising in newspapers: this activity is done infrequently because the cost is too high marketing situation at the company NHANH.VN - Couldn't find a market segment for the brand Example: You can't hand out mountaineering flyers in a nursing home or go to a high school to advertise your new car models Defining the target customer group and market is important work They help the company come up with effective and clear marketing ideas In addition, the company should also learn about the needs Page 21 GROUP KD4 Maketing strategy of software sales department of Nhanh.vn company of customers Because once you know what they're looking for, you can use it as the "ingredient" for your marketing strategies - The popularity of the brand is not high Advertising may not cost too much But if the company uses inappropriate means and targets the wrong audience, it will lead to waste Currently the company has paid too much for services such as • • • • • • • • • Page 22 Mass media Social Network Flyers, banners, posters Building the company's online communication and information channels Build a blog containing useful content Product price is not reasonable Sales and marketing departments have not coordinated smoothly No specific marketing plan There is not good recognition on the Internet GROUP KD4 Maketing strategy of software sales department of Nhanh.vn company CHAPTER 4: SOME MARKETING MIX SOLUTIONS TO ENHANCE COMPETITION PICTURE OF NHANH.VN JOINT STOCK COMPANY 4.1 BASIS FOR SELECTION OF SOLUTION 4.1.1 Market Outlook In a new report titled Software-as-a-Service Market: Technology and Global Markets to 2022, BCC Research predicts that the SaaS-based industry is valued at $44.4 billion in 2017 By 2022, that value is estimated to reach $94.9 billion, which translates to a compound annual growth rate (CAGR) of the SaaS market of around 16.4% - a huge number that shows the potential possibilities and opportunities open to this software-as-a-service industry Because online sales software as a service can come from many suppliers, the modern trend of the SaaS model in the world is to increase the integration between these software so that they work together in harmony create synergy for the whole enterprise So the software industry is expanding day by day 4.1.2 Competitive trends Today, with the increasing number of competitors, there are two main competitive trends in the industry: price competition and quality competition Unlike other companies racing to compete on cheap prices, NHANH.vn company is always interested in the quality of products because the company wants to invest in long-term business in Vietnam.Building the company's image by The company's product quality is the company's main goal Therefore, despite facing a fiercely competitive market, the company can still maintain its own market share and expand into new Page 23 GROUP KD4 Maketing strategy of software sales department of Nhanh.vn company markets The proof is that Quick.vn's products are dominating 35% of the online business market The growth in customer purchases is consistent with the target set in 2021 4.1.3 The leading marketing mix strategy of NHANH.VN - Product (Product) As of 2021, NHANH.VN has deployed products including: sales management software, website design, delivery service, sales on e-commerce platforms NHANH.VN positions its brand as “the number sales management software in Vietnam” To reinforce this brand position, NHANH.VN has hired the best servers with the strongest bandwidth with a large capacity of up to several million people - Price Price includes pricing strategies that give the product a good competitive advantage in the market, as well as a good defense against potential competitors Back to NHANH.VN's target customers who want high-quality software that is affordable In this section, NHANH.VN is facing a lot of price competition problems with competitors like Kiot Viet and Sapo Based on this need, NHANH.VN offer a philosophy of never competing on price, but only on the usefulness of the product It is in terms of entering product data into the software, exporting reports on many areas of customer need Great savings in terms of personnel and finance - Place Distribution strategy of NHANH.VN includes: + Acquiring another distribution channel From 15.03.2012, NHANH.VN officially took over VATGIA.COM enterprise under VNP group This means that NHANH.VN will be able to use the IT team, server server, sales agent system and customer care of VATGIA.COM Instead of monopolizing business, NHANH.VN built a system of agents with two brands NHANH.VN This distribution strategy helps NHANH.VN penetrate the market more easily, saving time and costs for system building and location selection - Promotion Trade promotion is also known as communication activities that businesses use to reach potential customers Marketing Management by Philip Kotler mentioned main groups of communication tools: Advertising, Events, Direct Marketing and Public Relations.Besides appearing continuously on social networks and forums and newspapers, some typical communication activities of NHANH.VN can be mentioned as: In the first phase of market penetration, Vinfast created a media boom by using KOL "Tran Thanh" at the Game show "Thank God you are here" NHANH.VN deploys bold sales policies such as: 3zero price policy on the first day of launch, "0 VND" offer, 10% discount when paying directly, interest-free loan for the first years for installment customers … At the same time, the 5-year Page 24 GROUP KD4 Maketing strategy of software sales department of Nhanh.vn company installment policy and after-sales service also help NHANH.VN retain old customers and even turn them into "brand ambassadors" 4.1.4 The company's goals and direction in the coming time - - Expanding the Central market to big cities such as Da Nang, Nghe An, Hue Increase sales by 15-20% For the markets of Hanoi - Ho Chi Minh, it is necessary to expand on incentives as well as products (adding reports on sales, personal income and expenditure, ) : Increase sales by 12%-15 Expand to turn customers into small agents from 5%-7% 4.1.5 Conditions of the company During the 10 years of operation, today's NHANH.VN company has built up quite sustainable competitive advantages A fairly stable physical base and increasingly invested heavily to scale up It can be said that the Company is gradually affirming its competitive position, not only has bold decisions in expanding its scale, but also diversifying products with many products to serve the maximum market demand A team of young staff with high qualifications, technical expertise, enthusiasm and enthusiasm , with close leadership, right development orientation, reasonable investment in the strengths of the Public Company with the agility to grasp the market has created more for the Company Many large customers increase revenue for businesses In addition, the certificates of merit, certificates and awards for product quality, creativity and contribution to the Industry and society of the Company are an eloquent proof of what the Company has been and is doing perform However, with the rapidly changing business environment, the Company has revealed its shortcomings and immaturity, especially in the field of Marketing activities One reason for that immaturity is because the Company criticizes a "quite drippy" budget for Marketing activities, plus that Marketing is still not focused, just a small part of the sales department business Right from the leadership level, they are still quite surprised with Marketing, they focus on implementing the set plans and goals as the communication methods of the State Company Although he still knew the role of Marketing but did not actively conduct market research, the decision was mainly based on previous experience, so many potential markets and customers the Company ignored, and evaluated lost a great opportunity to increase profits and image for customers, although the Company has invested heavily in equipment, but has only recently come into operation, so the production capacity is not stable Page 25 GROUP KD4 Maketing strategy of software sales department of Nhanh.vn company 4.1.6 Product pricing at the company - This classic way of determining the cost of a product has long been based on factors such as raw materials, labor costs, and manufacturing overhead The but that is for a product of a tool, but for a product section, is the perfect of the item of the cost factor to determine the cost must be difficult Calculating the cost of a software product is also based on the principle of product costing in production The problem here is only that the Software Product does not use direct materials to produce So the company has to give the costs related to software production: Employee SalaryBased on payroll or timesheet to produce it Related expenses such as depreciation of assets, office costs, administration, and generally other related expenses will also be included If it is necessary to purchase another Software tool to create a product, it is also considered the cost of that product Note that for PM, because it is not subject to VAT, the VAT of expenses will not be deducted and the revenue of software production activities is very preferential 4.2 SOLUTIONS ON MARKETING MIX IN THE FUTURE 4.2.1 Distribution The company needs to expand its direct distribution channel so that retail customers can choose products easily In addition, the company needs to pay attention to the location of the warehouse to be able to deliver the goods quickly and efficiently Currently, the distribution activities of the company are not professional, there are often mistakes in the process of operating the software, giving the index can still be misleading, difficult to use 4.2.2 Products Maintain the variety of product categories However, with the current products, the Company needs to closely examine the revenue of each item, the Company's controllability and the appropriateness with resources It is possible to cut down on some products that are inefficient, or are rarely used, to focus on investing in improving production lines, increasing output, improving designs, and packaging…higher profitability Compared to its main competitor, KIOT VIET, the Company has a distinct advantage in terms of omni-channel products and prices 4.2.3 Price Price is the main factor in Marketing that generates income for the Company, it can be flexibly changed to adapt to the change of the competitive environment as well as each customer Customers are interested in prices and competitors also follow the Company's pricing policy Therefore, with Page 26 GROUP KD4 Maketing strategy of software sales department of Nhanh.vn company this factor, NHANH.vn should have the right price policy, and have many products suitable for each need as well as different segments of the market Because of many types of products, therefore, for each different item, the Company should offer different prices, accordingly Discounts should not be made, but instead, discounts can be made for large quantities, frequent customers or prepaid customers, making appropriate promotions … Simply, because this is an item Sensitive consumers if they only focus on reducing prices will create a bad image of product quality 4.2.4 Promotion mix The goals of communication programs that the company should aim for are: - Help customers know about the company's products Communicate the characteristics of the software Create a good impression in the customer's mind about the company's reputation and image The company can participate in communication programs for the community or sponsor social programs This is an important tool to help the company's products get closer to customers Need to build a budget and a specific strategy for the company in the future 4.2.4.1 Advertising - - First, advertising in magazines and newspapers The content in these pages can be the introduction of new products, new uses, new outstanding features Second, electronic advertising, especially at the Company's website, because this is the main means for customers to learn about products Therefore, regularly update new images of products and samples code for customers to easily grasp Currently, the Company's website is not rich in articles and news, so it has not attracted an audience Advertise on major e-commerce sites such as Lazada, shopee, red lotus, etc In addition, the Company can refer to the placement of logos and banners in shopping areas such as supermarkets sponsoring TV programs, participating in fairs, etc 4.2.4.2 Direct selling Not a new thing in the market, customer conferences (a form of sales through seminars) have been the familiar way of companies In recent years, this form has been increasingly favored by businesses in the industry, because of the practical effect it brings Selling through seminars requires many stages of preparation, thoughtfulness and accuracy Sales through seminars both let customers know about the product and show the company's image Therefore, if you not prepare well, it will directly affect the reputation of the company In addition, selling through seminars requires a lot of investment, so if you can't sell, it's easy to lose money for the company This depends a lot on the speaker in the conference The company in the coming time needs to: provide strict selection criteria for sales staff such as communication ability, persuasion, flexibility in handling situations, software knowledge Page 27 GROUP KD4 Maketing strategy of software sales department of Nhanh.vn company 4.2.4.3 Market research - Because of the increasing development of the service industry, the Company must have active activities to research the market in order to deal with competitors by: Collecting customer information: customer needs about the product they use such as price, quality, service ability, etc Collect information about competitors: competitors' products include what products, prices, distribution, scale of operation, quality, design Advising customers on product-related activities as well as responding to customer inquiries and complaints about products 4.3 PROJECTING REVENUE - OUTPUT - COSTS WHEN APPLYING MARKETING SOLUTIONS TABLE 4.1 : ILLUSTRATION OF THE COMPANY'S TOTAL REVENUE YEAR CONSUMPTION Revenue Profit Costs 2018 43.410.590.00 42.790.754.00 902.455.000 41.870299.000 2019 56.802.250.00 56.789.530.00 1.501.807.000 56.638.723.000 2020 85.203.375.00 85.184.295.00 1.252.710.000 82.931.585.000 CHART 2: CHART SHOWING REVENUE - COST - PROFIT OF TOTAL ITEMS Page 28 GROUP KD4 Maketing strategy of software sales department of Nhanh.vn company 4.4 RECOMMENDATIONS FOR COMPANY - Increased monitoring of product quality, production process as well as after-sales service Prepare annual and monthly marketing budgets Strengthening promotional activities for the product such as combining sponsorship for hospitals, advertising in the media Focus on training employees in necessary skills such as sales skills, information gathering skills, competitor assessment Rebuild the distribution system in the two central and northern regions Strengthen employee supervision and inspection activities and have a reasonable reward system Rebuild the company's organizational structure to show professionalism and clarify the responsibilities of each employee In short, Marketing is an important factor determining the success or failure of the product in the market Since product formation, product pricing, product introduction to the market for consumers Getting to know a product is a long and costly process Therefore, considering the effectiveness of marketing at different stages, the proposed marketing solutions must be implemented thoroughly How should the product be priced? In which segment of the market? Who is the target audience? The company's goal is to build and develop long-term in Vietnam, build a modern factory, invest in long-term so the main strategy of the company is not high valuation like other companies In order for consumers to know the reputation and quality of the company, the company needs to invest a lot in communication activities, deduct the annual budget for press activities, supermarkets, market research Marketing activities at the company Quick.vn have not been focused, if the company can focus on doing good communication solutions, I believe that the company's sales can increase by about 20% and more In recent years, the company's sales volume has continuously increased, exceeding the plan by almost 100%, bringing a large profit margin Page 29 GROUP KD4 Maketing strategy of software sales department of Nhanh.vn company CONCLUSION Currently, the issue of marketing for products in businesses is increasingly focused, as the way that consumers know your products quickly, it greatly contributes to the success of the business Through my internship at NHANH.VN, I found that although the company is doing business with high revenue, but it is not effective, marketing issues have not been focused, the budget for this activity is not much Especially in the current period, the company is facing difficulties because many competitors have jumped into the market to share the company's market share due to their ability to well in the market With what I have learned, I boldly propose some solutions, hoping that it is suitable for the actual situation of the company Because I only studied theory, I did not delve into reality, so there are some mistakes in the topic, I hope that teachers and brothers in the company can give me suggestions so I can better understand the problem To complete this thesis, I received a lot of help from Mr Nguyen Hoang Long Thank you sincerely! Page 30 GROUP KD4 Page 31 Maketing strategy of software sales department of Nhanh.vn company ... their own software to design their own website) f/ Sales department Page 10 GROUP KD4 Maketing strategy of software sales department of Nhanh. vn company Advisory function The sales department. .. Maketing strategy of software sales department of Nhanh. vn company CHAPTER 1: THEORETICAL BASIS OF MARKETING AND MARKETING STRATEGY 1.1 CONCEPT OF MARKETING, MARKETING STRATEGY AND THE ROLE OF. .. 2.1.2.3 Functions and duties of departments a/ General Director of the Company Page Accounting GROUP KD4 Maketing strategy of software sales department of Nhanh. vn company Being the person who