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.
MARKETING MIX COMPONENTS AND MARKETING STRATEGIES
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
Product strategy refers to the planning and decision-making processes that guide the production and marketing of products, ensuring they align with customer needs and corporate marketing objectives during various business phases.
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
Implementing an effective product strategy is crucial for businesses to meet their marketing goals This involves a thorough analysis and decision-making process regarding various aspects such as the size of the product range, brand identity, quality standards, packaging design, support services, and new product development Additionally, businesses must consider strategic decisions at each stage of the product life cycle to ensure ongoing success and relevance in the market.
- Decisions related to product characteristics
The product life cycle necessitates that businesses adapt their marketing strategies in response to evolving market conditions, including competition and consumer demand To effectively respond to these changes, companies must closely monitor their products' performance and market trends.
Monitoring the business situation of products is essential for making informed decisions The product life cycle refers to the fluctuations in output and sales throughout the different stages of a product's journey, from its introduction to its eventual exit from the market This cycle is divided into four key stages.
• Stage of product introduction in the market
Price refers to the monetary amount customers pay to acquire and utilize a product or service Effective pricing strategies encompass various elements, including pricing methods, setting appropriate price levels, and implementing price adjustment tactics in response to changes in customer markets and consumer behavior.
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:
A pricing strategy is a crucial component of the marketing mix, as it is the only element that directly generates revenue for a business By strategically adjusting prices, a company can increase its income through product sales, highlighting the importance of effective pricing in driving financial success.
- 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
Distribution involves the strategic process of delivering products to customers, which includes selecting and establishing distribution channels It also encompasses organizing and managing these channels, fostering and maintaining relationships with intermediaries, as well as overseeing the transportation and storage of goods.
A distribution channel consists of a network of independent and interdependent businesses and individuals involved in delivering a product, service, or solution to the end consumer at the right time and place, ultimately achieving the business's market objectives.
A direct channel refers to the distribution method where products move directly from the producer to the final consumer, eliminating any intermediaries This approach is particularly effective for goods that are perishable, high in value, bulky, or technologically complex.
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:
FACTORS AFFECTING MARKETING STRATEFY
The success of a business is influenced by various factors, including economic, social, technological, and competitive environments, as well as the availability of financial, human, and technological resources Additionally, the enterprise's market position and the specific market segment it operates in play crucial roles in determining its overall performance.
The product is a crucial element of the marketing mix, necessitating careful decisions regarding the product portfolio, range, and packaging Understanding the product life cycle, which includes four key stages—launch, development, growth, and decline—is essential for effective marketing strategies.
INTRODUCTION OF THE COMPANY NHANH.VN SHARES AND
INTRODUCTION About NHANH.VN Joint Stock Company
2.1.1 History of formation and development of the company
In the early 21st century, Vietnam emerged as a promising market, attracting investment across various economic sectors, particularly in consumer goods This growth highlighted the country's potential, especially for investors from developing nations.
Page 9 improvement of living standards of people in the country and the country, so companies in electronics or new technologies were born one after another
Founded on August 21, 2006, Vietnam Price Joint Stock Company (VNP) has established a strong presence in the e-commerce and media sectors over its 17 years of development VNP serves as a strategic partner for prominent Japanese investment firms, including CyberAgent Venture, Mitsui Financial Group, and the IDG Investment Fund from the US Additionally, VN operates as one of the subsidiaries within the VNP group.
Founded in 2011, NHANH.VN is a prominent member of VNP Group, a leading force in Vietnam's e-commerce sector Over the years, NHANH.VN has evolved into a trusted e-commerce platform, offering comprehensive solutions for managing goods, human resources, finance, and customer relations—key elements vital for the success of every business.
2.1.2 Organizational structure of the company
The company operates under an online management structure, with the director overseeing production and business activities Currently, it comprises 22 interrelated business groups and departments, along with three major branches across the country, all of which are directly managed by the board of directors.
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
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, I am entrusted with various responsibilities that fall under the Director's authority, aiding in the development of business plans and overseeing company management, particularly in collaboration with the Human Resources Department.
- 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
The sales department plays a crucial role in advising the Board of Directors on strategies for efficiently and effectively distributing the company's products and services to the market.
2 Function of guidance and direction
The sales department plays a crucial role in steering research and development efforts for new and existing products and services, ensuring they align with market demands By focusing on innovation and enhancement, these activities support the business's growth and expansion into target markets.
3 Function of building and developing customer source
In order for the company to grow, the sales department needs to have a plan to develop new potential customers for the business Maintain and develop relationships with existing customers
4 Monitoring, control and reporting functions
The sales department must regularly produce reports that comply with enterprise regulations, detailing the company's business activities alongside the specific duties and responsibilities assigned to the sales team.
The Sales Department plays a crucial role in assisting the Board of Directors by addressing various aspects of promoting the company's products, goods, and services This includes facilitating international payments, mobilizing capital, securing loans, providing guarantees, offering financial advice, and exploring opportunities for joint ventures and partnerships.
- Duties of the Sales Department:
- Research and implement the approach to target market and customers
- Develop strategies for product introduction and market expansion to attract customers' interest
- Planning and implementing business activities as well as calculating and reporting on the cost of products and services, to have a basis for signing contracts with customers
- Provide information, documents and undertake the translation and interpretation of documents for the Board of Directors
Effectively monitor and oversee the progress of business plans and strategies across various departments Ensure that the implementation aligns with the established processes and production schedules, delivering products that fulfill contractual obligations to customers.
- Develop an implementation plan and reasonably allocate production and business time for production workshops and for the entire enterprise
- Executing work orders, to ensure the necessary quantity of products and take measures to increase the source of goods to meet the needs of the market
- Proposing marketing strategies as well as solutions to improve business performance in each specific period
- Planning to implement market development activities and product research and development
- Build and develop good relationships with old customers and expand relationships with new customers
- Be responsible to the Board of Directors for all business development activities of the enterprise in accordance with the assigned powers and duties
NHANH.VN wishes to bring the best service to customers, always putting the interests of customers first
Customers are the ultimate authority, and it's essential to treat them as such Every employee, regardless of their department or role, has a duty to prioritize customer satisfaction and deliver exceptional service Commitment to continuous improvement in meeting customer needs should be a daily goal for all team members.
Customer's time is gold: With dedication, dedication and expertise, fast always strives to bring customers the fastest and most effective solutions
Team spirit: together exchange, care and support each other for the benefit of customers
Continuous development, continuous innovation: always work with the highest responsibility and never stop being satisfied with the results achieved
These rules are the core values that are the golden key to open the door of success
This software PROVIDEs more than 60 REPORTS with detailed information that no other system has such as:
- Dissecting revenue and profit reports by source of access, sales hours, and source of goods
- Performance of individual employees in purchasing, warehouse, customer care, cashier, and sales departments
- Percentage of returning customers by month
- Customer service quality survey report
All business decisions become extremely simple with information from NHANH.VN All employees' activities are measured from many angles, according to results and behaviors
Some sales management operations on NHANH.VN:
- Customer management and after-sales service
- Manage shipping services with preferential prices
Fast provides up to HUNDREDS of attractive INTERFACES Not only that, businesses can register with Professional WEBSITE DESIGN Express, different from their competitors
Enhance your competitive edge by leveraging cutting-edge technology that enables websites to automatically adapt to all device screen sizes while providing precise product recommendations Furthermore, with NHANH.VN, your website will be technically optimized for search engines (SEO), ensuring improved visibility and performance online.
Thanks to the association with large and reputable carriers in Vietnam, NHANH.VN gives businesses outstanding competitive advantages compared to other businesses
BUSINESS SITUATION OF THE COMPANY
2.2.1 Advantages and disadvantages of NHANH.vn joint stock company
- Sales management software on the media is increasingly important and necessary for customers
- Sales management software to help manage operations more smoothly Not only that, but it also helps us to reduce a fee for hiring store management personnel
- Advantage & Benefits of using software instead of manual work
Sales management software offers a straightforward solution to the challenges faced by stores, restaurants, hotels, and supermarkets This software is designed with simplicity in mind, featuring an intuitive user interface that makes it easy for anyone to use.
- Sales management software can store a huge amount of data without worrying about losing them, easy to search by data search engines
Sales management software streamlines your operations by automatically calculating daily inventory levels, goods received, goods sold, and overall revenue or profit By simply entering the necessary data, you can rely on the software to handle all calculations, ensuring precise and accurate results.
In recent years, the Company has faced intense competition from both domestic and international markets, making business operations challenging To adapt to these market dynamics, the Company is committed to diversifying its product offerings and categories to better meet consumer needs.
To remain competitive, the Company must consistently invest in new technologies and labor tools to produce customer-centric products, which significantly increases production costs Additionally, the human resources team faces challenges due to the influx of young, inexperienced employees who lack established market relationships.
Currently, the company also cultivates a large team of young employees with better skills such as handling situations, accessing high-tech software, etc
Moreover, the company also encountered difficulties in customer service and products
- Transfer the system while maintaining the daily work
- Lack of post-implementation support
ANALYSIS OF SOME CURRENT MARKETING ACTIVITIES OF THE
DESCRIPTION TO BE ACCOMPLIED AT THE COMPANY
• Finding strong and weak of them and charge in NHANH.VN
• Update customer records into the system
- Identify trends and customer insights: Identify market trends and hidden thoughts and desires that affect customers' purchasing decisions
To effectively attract customers, it's essential to develop creative concepts for your logo, slogan, packaging, design, style, and layout These elements play a crucial role in capturing attention and conveying your brand's identity, ultimately enhancing customer engagement and loyalty.
To effectively promote your company and products, it is essential to prepare and execute comprehensive marketing communications, which encompass organizing events such as press conferences, seminars, and customer appreciation dinners These initiatives not only introduce your brand but also foster connections with your audience, enhancing visibility through strategic publications and memorable experiences.
- Develop pricing strategies for products: Provide pricing strategies for products.
DETERMINATION OF DIRECT COMPETITORS WITH THE COMPANY
Currently, gaining more than 33% market share as fast.vn software company is an ideal position and many companies in the industry dream However, the main direct competitors are
- Product is of average quality
- Many people know and use it thanks to an efficient distribution system
- Targeting the end consumer is the common people
- The market is mainly concentrated in the North
- Material quality is not high
- Marketing activities are not focused
- The company's name is still new in the market
3.2.2 Macro environment (general environment) of the business
Globalization is increasingly shaping the business landscape, offering numerous opportunities alongside significant challenges To navigate this complex environment, businesses must conduct thorough analyses to comprehend societal dynamics, identify effective solutions, and leverage their strengths for success.
The main thing is that the business environment is always changing, moving in many different, diverse and complex directions
The software business environment encompasses various laws, policies, and government mechanisms that significantly impact operations Companies must closely monitor these factors to anticipate crucial political changes both domestically—across the North, Central, and South regions—and globally, enabling them to make informed decisions.
Page 17 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
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:
External technology influences businesses by impacting their internal technology The rapid advancement of science and technology, demonstrated through innovation and practical applications, has led to the swift obsolescence of internal technologies within enterprises.
Technology introduces potential competitors by enabling the development of products that can substitute those offered by existing businesses For instance, advanced financial software can optimize operations and reduce the need for personnel, posing a significant challenge to traditional products.
The COVID-19 pandemic has significantly impacted the economy, highlighting the importance of various factors such as natural resources, land, climate, and weather Businesses and governments must actively address these challenges, as neglecting the situation could have severe consequences for the overall economic landscape.
To sustain economic stability, it is essential to implement comprehensive marketing strategies and trade promotions As Vietnam and the global community continue to manage the pandemic effectively, advancements in vaccine development play a crucial role in this recovery process.
- 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
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
Customers are the lifeblood of any business, playing a crucial role in its survival and success Their importance is evident in various aspects, including their purchasing decisions, loyalty, and feedback, which directly influence a company's growth and sustainability Prioritizing customer needs and preferences is essential for fostering lasting relationships and ensuring long-term profitability.
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
NHANH.VN faces numerous competitors, but it is crucial to approach them with respect rather than viewing all as adversaries Instead of focusing on rivalry, NHANH.VN should prioritize understanding and managing competition while shifting its focus towards customer engagement and satisfaction.
Suppliers play a crucial role in ensuring the stable operation of a business according to its planned objectives They can be categorized into three main types: equipment and material suppliers, labor suppliers, and financial services including banking and insurance Consequently, businesses typically engage with multiple suppliers across these categories It is essential for these supplies to meet requirements for quantity, timeliness, quality, and price stability To ensure reliability, NHANH.VN maintains a robust supply chain by operating two servers in Vietnam and a primary server in Australia, providing backup when necessary.
Capital is the necessary material premise for all production and business activities
The success of any production and business activity hinges on its people, making it crucial for businesses to focus on effective human resource management Prioritizing human development, fostering a positive cultural environment, and establishing efficient organizational routines are essential for driving success in the workplace.
At NHANH.VN, employee well-being is a top priority, with the company dedicated to enhancing the lives of its staff through regular team-building activities, engaging games, and enjoyable gatherings every Friday.
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
As we all know, businesses with a developed culture will have a passionate working atmosphere that always appreciates initiative and creativity
Democratic leadership listens to everyone's input That desire is reflected in the decisions of the management With the efforts of the staff.
SWOT ANALYSIS FOR COMPANY
An analysis of the sources of competitive advantage and the company's business performance reveals a comprehensive understanding of its current market share, highlighting both its strengths and weaknesses.
- 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
- S6-Has quality certificates and prestigious awards
- S7-Has sales branches spread all over the country
- S8-Have a good relationship with existing customers
- W1- No separate Marketing department yet
- 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
- O1-The demand for online sales is increasing
- O3-Received active support from parent company VNP
- O6-Many markets are still closed
- 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
- From the opportunities, threats, strengths and weaknesses analyzed above, we have the following combination:
This strategy leverages the company's growing reputation and enhanced production capacity to effectively meet market demand, particularly in previously untapped segments.
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 aims to enhance its brand perception among customers, attract new clientele, and establish a competitive edge against rivals Leveraging nine years of accumulated prestige and core values, alongside strategic marketing initiatives, the company seeks to capitalize on market opportunities, broaden its customer base, and effectively navigate the challenges posed by emerging water companies.
This strategy leverages the company's growing reputation and enhanced production capacity to effectively address market demand, particularly in untapped segments.
The Company aims to enhance its force structure and invest deeply in marketing activities, particularly in direct sales and promotions, alongside after-sales services This strategy is designed to attract new customers who are previously unaware of the Company’s products while also strengthening connections with existing customers familiar with the goods.
The Company should foster a culture of innovation by encouraging employees to propose new ideas for product images, uses, and enhancements This approach aims to better serve key market segments while simultaneously attracting new customers and increasing profits.
NHANH.VN has identified its strengths, weaknesses, and growth potential within the domestic market, leading to the implementation of targeted strategies to boost sales and expand its reach The company has initiated partnerships with national media channels and sponsored major business programs, along with organizing seminars to engage both large and small businesses However, these efforts have not yet yielded optimal results in attracting key customers To enhance performance in the Central and Northern regions, a focus on staff training is essential, with the potential to increase sales by 30%-50% Leveraging its existing reputation, NHANH.VN aims to penetrate new markets by investing in facilities, equipment, and distribution systems while improving product quality to build customer trust in its offerings.
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 is a highly effective strategy that consistently attracts customers and boosts sales This method is regularly implemented over an extended period, demonstrating its long-term effectiveness in driving revenue.
- 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
Identifying the target customer group and market is crucial for businesses, as it enables the development of effective and clear marketing strategies Additionally, understanding customer needs is essential for tailoring products and services to meet market demands.
Page 22 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
Effective advertising doesn't have to be expensive; however, using the wrong strategies and targeting the incorrect audience can result in wasted resources Many companies are currently overspending on services that do not yield the desired outcomes.
• 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
• There is not good recognition on the Internet
SOME MARKETING MIX SOLUTIONS TO ENHANCE COMPETITION
BASIS FOR SELECTION OF SOLUTION
According to a recent report by BCC Research, the Software-as-a-Service (SaaS) market was valued at $44.4 billion in 2017 and is projected to grow to $94.9 billion by 2022 This growth represents a remarkable compound annual growth rate (CAGR) of approximately 16.4%, highlighting the significant potential and opportunities within the SaaS industry.
The growing trend of Software as a Service (SaaS) is driving increased integration among various online sales platforms from multiple suppliers, enabling them to function cohesively This synergy enhances overall enterprise efficiency, contributing to the continuous expansion of the software industry.
In today's competitive landscape, businesses are primarily focused on two trends: price competition and quality competition Unlike many companies that prioritize low prices, NHANH.vn is dedicated to delivering high-quality products, reflecting its commitment to long-term success in Vietnam The company aims to enhance its brand image through superior product quality, which allows it to maintain its market share and explore new growth opportunities, even in a challenging market environment.
Page 24 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
As of 2021, NHANH.VN has deployed products including: sales management software, website design, delivery service, sales on e-commerce platforms
NHANH.VN is recognized as the leading sales management software in Vietnam To solidify this reputation, the company has invested in top-tier servers featuring robust bandwidth and the capacity to support millions of users.
Price includes pricing strategies that give the product a good competitive advantage in the market, as well as a good defense against potential competitors
NHANH.VN targets customers seeking high-quality, affordable software while facing significant price competition from rivals such as Kiot Viet and Sapo Instead of engaging in a price war, NHANH.VN focuses on the utility of its products, emphasizing features like efficient product data entry and comprehensive report generation tailored to customer needs This approach not only enhances productivity but also delivers substantial savings in both personnel and financial resources.
Distribution strategy of NHANH.VN includes:
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
Trade promotion, often referred to as communication activities, plays a crucial role in helping businesses connect with potential customers According to Philip Kotler's Marketing Management, there are four primary communication tools: Advertising, Events, Direct Marketing, and Public Relations In addition to maintaining a consistent presence on social media, forums, and newspapers, NHANH.VN employs various effective communication strategies to engage its audience.
In its initial market penetration phase, VinFast generated significant media attention by featuring KOL Tran Thanh on the game show "Thank God You Are Here." The company implemented aggressive sales strategies, including a "zero price" policy on launch day, a "0 VND" offer, a 10% discount for direct payments, and interest-free loans for the first two years for installment customers, all while ensuring a five-year warranty on their vehicles.
Page 25 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%
To enhance the markets of Hanoi and Ho Chi Minh City, it is essential to expand incentives and product offerings, including detailed reports on sales, personal income, and expenditure This strategic approach aims to boost sales by 12% to 15%.
- Expand to turn customers into small agents from 5%-7%
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
The Company is solidifying its competitive position through strategic expansion and product diversification to meet market demands With a team of highly qualified and enthusiastic young professionals, effective leadership, and a clear development strategy, the Company is making reasonable investments that leverage its strengths and enhance its market responsiveness.
Large customers significantly boost business revenue, while certificates of merit, awards, and recognitions for product quality, creativity, and contributions to the industry and society serve as compelling evidence of the company's achievements and ongoing efforts.
The Company has faced challenges in adapting to the rapidly changing business environment, particularly in its Marketing activities, which have been hindered by a limited budget and a lack of focus Marketing efforts are currently treated as a minor component of the sales department, and leadership remains surprised by its importance, primarily adhering to established plans and communication methods Despite recognizing the value of Marketing, there is a reluctance to conduct market research, leading to missed opportunities in potential markets and customers This oversight has resulted in a significant loss of chances to enhance profits and brand image, even though the Company has made substantial investments in equipment, which is still stabilizing in its operational capacity.
4.1.6 Product pricing at the company
The traditional method of calculating product costs relies on key elements such as raw materials, labor expenses, and manufacturing overhead However, when it comes to assessing the cost of a specific product section, determining the perfect cost factor can be quite challenging.
Calculating the cost of a software product follows the principles of product costing in production, though it differs as software does not rely on direct materials Instead, companies must account for costs associated with software production, including employee salaries based on payroll or timesheets, as well as related expenses such as asset depreciation, office costs, and administrative expenses.
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.
SOLUTIONS ON MARKETING MIX IN THE FUTURE
To enhance customer experience, the company must expand its direct distribution channel, allowing retail customers to easily select products Additionally, optimizing warehouse locations is crucial for ensuring prompt and efficient delivery Currently, the company's distribution operations lack professionalism, often resulting in software errors and misleading indices that complicate usability.
Maintain the variety of product categories
The Company must evaluate the revenue of each product, assess its controllability, and ensure alignment with available resources By eliminating inefficient or rarely used items, the Company can redirect investments towards enhancing production lines, increasing output, and improving designs and packaging for greater profitability Additionally, the Company holds a competitive edge over KIOT VIET with its diverse omni-channel product offerings and pricing strategy.
Price plays a crucial role in marketing, directly influencing a company's revenue It can be adjusted flexibly to respond to shifts in the competitive landscape and individual customer needs Both customers and competitors closely monitor pricing strategies, making it essential for businesses to remain aware of their pricing policies.
Page 27 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
To effectively cater to a diverse range of products, the Company should implement varied pricing strategies tailored to each item Instead of general discounts, targeted promotions can be offered for bulk purchases, loyal customers, or those who pay in advance This approach ensures that while price reductions are limited, they are strategically applied to enhance customer relationships It is crucial to maintain the perceived quality of products, as excessive focus on price cuts can negatively impact consumer perceptions and create a detrimental image of the brand.
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
- First, advertising in magazines and newspapers The content in these pages can be the introduction of new products, new uses, new outstanding features
To enhance customer engagement, it is essential to focus on electronic advertising, particularly through the Company's website, which serves as the primary platform for product discovery Regularly updating the site with fresh product images and sample codes will facilitate easier access for customers Currently, the website lacks a diverse range of articles and news, resulting in limited audience attraction.
- 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
Customer conferences, a traditional sales method through seminars, have gained popularity among businesses due to their effectiveness This approach not only introduces products to customers but also enhances the company's image However, successful seminar sales require meticulous preparation and can significantly impact the company's reputation if not executed well Additionally, the investment involved is substantial, making it crucial to achieve sales to avoid financial losses The success of these conferences largely hinges on the speaker's abilities, highlighting the need for companies to establish strict selection criteria for their sales staff, including strong communication skills, persuasive abilities, adaptability, and proficiency in relevant software.
- 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
PROJECTING REVENUE - OUTPUT - COSTS WHEN APPLYING MARKETING
TABLE 4.1 : ILLUSTRATION OF THE COMPANY'S TOTAL REVENUE
CHART 2: CHART SHOWING REVENUE - COST - PROFIT OF TOTAL ITEMS
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
Marketing plays a crucial role in the success or failure of a product in the market It encompasses essential elements such as product development, pricing strategies, and effective market introduction to consumers.
Understanding a product involves a lengthy and expensive journey, making it essential to implement effective marketing strategies at every stage Key considerations include determining the optimal pricing strategy, identifying the appropriate market segment, and defining the target audience to ensure successful product positioning.
The company's primary objective is to establish a long-term presence in Vietnam by developing a modern factory and making significant investments Unlike other companies that prioritize high valuations, this firm focuses on building its reputation and ensuring quality To achieve this, substantial resources will be allocated to communication efforts, including press activities, supermarket promotions, and market research.
Quick.vn's marketing efforts have lacked focus, but by prioritizing effective communication strategies, the company could potentially boost sales by 20% or more Over the past few years, Quick.vn has consistently surpassed its sales targets by nearly 100%, resulting in significant profit margins.
INTRODUCTION
In today's increasingly industrialized and modernized world, the significance of effective marketing strategies has become paramount for businesses aiming to maintain a competitive edge Nhanh.vn Co., Ltd is emerging as a leader in the sales management software market, both online and offline, by integrating various marketing elements to enhance its business activities Through my internship at the company, I gained valuable insights into their marketing initiatives aimed at boosting production volume Consequently, I have chosen to focus on 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
- 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
THEORETICAL BASIS OF MARKETING AND MARKETING STRATEGY
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
- S6-Has quality certificates and prestigious awards
- S7-Has sales branches spread all over the country
- S8-Have a good relationship with existing customers
Weaknesses
- W1- No separate Marketing department yet
- 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
- O1-The demand for online sales is increasing
- O3-Received active support from parent company VNP
- O6-Many markets are still closed
- 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
- From the opportunities, threats, strengths and weaknesses analyzed above, we have the following combination:
This strategy leverages the company's growing reputation and enhanced production capacity to fulfill market demand, particularly in untapped segments.
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 aims to strengthen its brand perception among customers and attract new clientele, establishing a competitive edge against potential rivals With nine years of accumulated prestige and values, coupled with strategic marketing efforts, the company seeks to leverage market advantages, broaden its customer base, and prepare for the challenges posed by external water companies.
The strategy leverages the company's growing reputation and enhanced production capacity to effectively meet market demand, particularly in underexploited segments.
The Company aims to enhance its force structure and invest deeply in marketing activities, with a particular emphasis on direct sales and promotions This strategy seeks to attract new customers who are currently unaware of the Company's products while also strengthening relationships with existing customers who are already familiar with the brand.
The Company should leverage its innovative research communication to inspire and support employees in developing new initiatives focused on product imagery, usage, and enhancements This approach will not only better serve key market segments but also attract new customers and increase profitability.
NHANH.VN has identified its strengths, weaknesses, and growth potential within the domestic market, implementing strategies to boost sales and expand its reach The company has begun collaborations with national media channels and sponsorship of major business programs, as well as organizing seminars to engage both large and small enterprises However, these efforts have yet to yield optimal results in attracting significant clients To enhance performance in the Central and Northern regions, it is crucial to invest in staff training, which could lead to a 30%-50% increase in sales Leveraging its existing reputation, NHANH.VN aims to enter new markets by investing in facilities, equipment, and distribution systems while improving product quality to build customer trust in its offerings.
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 as a promotional strategy is highly effective and consistently attracts customers This approach is regularly implemented over an extended period, leading to significant increases in sales.
- 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
Identifying the target customer group and market is crucial for developing effective marketing strategies Understanding the specific needs of these customers enables the company to create clear and impactful marketing ideas that resonate with their audience.
Page 22 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
Effective advertising doesn't have to be expensive; however, using the wrong strategies and targeting the incorrect audience can result in wasted resources Currently, the company is overspending on various services that do not yield the desired outcomes.
• 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
• There is not good recognition on the Internet
CHAPTER 4: SOME MARKETING MIX SOLUTIONS TO ENHANCE COMPETITION PICTURE OF NHANH.VN JOINT STOCK COMPANY
4.1 BASIS FOR SELECTION OF SOLUTION
According to BCC Research's report titled "Software-as-a-Service Market: Technology and Global Markets to 2022," the SaaS industry was valued at $44.4 billion in 2017 and is projected to grow to $94.9 billion by 2022 This growth reflects a remarkable compound annual growth rate (CAGR) of approximately 16.4%, highlighting the significant opportunities and potential within the software-as-a-service sector.
The rise of online sales software as a service (SaaS) has led to a growing trend of integration among various software providers, allowing these tools to work together seamlessly This synergy enhances overall enterprise efficiency, contributing to the continuous expansion of the software industry.
In today's competitive landscape, two primary trends dominate the industry: price competition and quality competition Unlike many companies that focus on lowering prices, NHANH.vn prioritizes product quality, aiming for sustainable long-term growth in Vietnam The company's commitment to high-quality products is central to its brand image, enabling it to maintain and even expand its market share despite fierce competition.
Page 24 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
As of 2021, NHANH.VN has deployed products including: sales management software, website design, delivery service, sales on e-commerce platforms
NHANH.VN establishes itself as the leading sales management software in Vietnam by utilizing top-tier servers with robust bandwidth capabilities, accommodating millions of users.
Price includes pricing strategies that give the product a good competitive advantage in the market, as well as a good defense against potential competitors
NHANH.VN targets customers seeking high-quality software at affordable prices, yet faces significant price competition from rivals like Kiot Viet and Sapo To address this challenge, NHANH.VN adopts a philosophy of competing based on product utility rather than price Their software excels in entering product data and generating comprehensive reports tailored to various customer needs, ultimately delivering substantial savings in both personnel and financial resources.
Distribution strategy of NHANH.VN includes:
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