Overview of research situation
Developing an effective marketing strategy is crucial for all enterprises, as it guides the business in achieving its goals A well-structured business plan provides direction, while a comprehensive marketing plan outlines the steps to engage customers and implement the business strategy effectively Numerous studies have explored the evolution of marketing strategies within organizations, highlighting their importance in fostering customer relationships and driving growth.
In his 2014 Master's thesis on Business Administration, Luu Vinh Hao analyzes the development of a business strategy for Dong Hai Joint Stock Company of Ben Tre for the period 2015-2020 The study effectively integrates theoretical frameworks with practical insights from the company, offering strategic solutions tailored to enhance the company's performance during this timeframe.
Nguyen Thi Tuyet Nhung's Master's thesis in Business Administration, titled "Building Business Strategy at Hanoi Synthetic Paint Joint Stock Company during 2013-2017," explores the business environment and the current operational status of the company The thesis emphasizes the development of a strategic business plan aimed at guiding the company towards achieving its goals effectively.
The thesis employed statistical and synthetic analytical methods to evaluate the current manufacturing and export status of the enterprise The author analyzed environmental factors and pinpointed strategic opportunities, ultimately applying relevant theories to develop an effective business strategy.
Nguyen Ba Cuong's 2016 Master's thesis in Business Administration, titled "Building Business Period of 2017-2025," evaluates Vinamilk's production and business landscape The research identifies the company's strengths, weaknesses, opportunities, and threats, ultimately crafting a strategic plan for Vinamilk's growth through 2025 By applying theoretical knowledge to practical scenarios, the author aims to enhance the effectiveness of the company's business strategy.
Research on "Building business strategy of Truong Son Construction Corporation till 2020" by Nguyen Hai Son (2014), Finance Magazine No 3 -
Established on May 19, 1989, Truong Son Construction Corporation, part of the Army Corps 12 under the Ministry of Defense, carries forward the legacy of the legendary Ho Chi Minh Trail As a significant state-owned enterprise within the construction sector, it operates under a centralized, bureaucratic framework that limits its flexibility in business strategy and development This dependency on state mandates has resulted in a passive approach to employment and business growth Therefore, research is crucial for the Corporation to strategically enhance its business activities and adapt effectively to the evolving market landscape.
Tran Thi Anh Tuyet (2016) conducted a comprehensive study on "Developing a Marketing Strategy for Haiha-Kotobuki Joint Venture Company Limited for the 2017-2020 period." The research provided an overview of strategic management theories and the construction of marketing strategies It included an analysis of the marketing environment, the development of a SWOT matrix, target market analysis and selection, as well as the definition of marketing objectives Based on the findings, the study outlined a marketing strategy and an actionable plan to guide the company's marketing efforts effectively.
In 2015, Nguyen Van Dung conducted a study titled "Building Marketing Strategies at Duc Tran Co., Ltd," aiming to systematize marketing strategy theories and assess the company's current situation The research analyzed the foundational elements necessary for developing effective marketing strategies at Duc Tran Co., Ltd and provided tailored proposals aligned with the company's growth objectives for 2015-2020 Key contributions of the study include a comprehensive clarification of theoretical frameworks for marketing strategy development and actionable recommendations for Duc Tran's marketing strategies during the specified period.
In her 2011 PhD thesis titled "Developing Competitive Strategy for Vietnamese SOEs," Pham Thuy Hong identifies competitive strategies for state-owned enterprises (SOEs) but stops short of providing definitive conclusions and strategic methodologies for developing effective business and marketing strategies.
Despite numerous projects focused on developing marketing strategies for enterprises, there is a notable lack of research specifically addressing "Developing Marketing Strategies at the Water Resources Technical and Consultant." Consequently, the scope and timeline of this thesis do not align with existing literature.
Research objectives
- Systematize the theoretical issues of marketing strategy
- Analyze actual situation of the development of marketing strategy at the Center for Water Resources Technical and Consultant
- Propose marketing strategy for the Center for Water Resources Technical and Consultant
Research subjects
Theoretical and practical issues on developing marketing strategy at the
Research scope
Scope of content: Study the basic contents to build the marketing strategy for the state unit in the context of the current market economy
Scope of space: At the Center for Water Resources Technical and
Scope of time: Collected survey data from 2015 - 2017
Research Methodology
Secondary data is gathered from the Ministry of Planning and Investment and the Center for Water Resources Technical and Consultant This data is essential for identifying the internal and external factors that influence the development of marketing strategies at the Center for Water Resources Technical and Consultant.
Primary data was gathered through an investigation of the work conducted by experts at the Center for Water Resources Technical and Consultant to develop the External Factor Evaluation (EFE) matrix and Internal Factor Evaluation (IFE) matrix The author assessed the relationship between the Center's operations and the surrounding environment, surveying a total of 20 experts for their insights.
Data after collection will be processed and calculated by Excel software for statistics in the form of tables Thereby, the author will easily analyze and evaluate.
Structure of the thesis
The thesis is divided into 03 chapters with the titles of each chapter as follows:
Chapter 1: Rationale of Marketing Strategy Development
Chapter 2: Actual Situation of Marketing Strategy at Center for Water Resources Technical and Consultant
Chapter 3: Proposal of Marketing Strategy for the Center for Water Resources Technical and Consultant
RATIONALE OF MARKETING STRATEGY
Basic Definition of Marketing and Marketing Strategy
According to Phillip Kotler, “ Marketing is human activity directed at satisfying needs and wants through exchange processes”
Marketing involves planning and executing strategies that convert customer purchasing power into actual demand for specific products, ultimately leading to their production and delivery to consumers, with the goal of generating expected profits for the company.
Marketing, as defined by the American Marketing Association (AMA), involves the strategic planning and execution of concepts, pricing, promotion, and distribution of ideas, goods, and services This process aims to create exchanges that fulfill both individual and organizational goals.
According to I Ansoff, a marketing expert from the United Nations,
Marketing is the science that drives all aspects of a business, from production to consumption, by responding to the fluctuating demands of the market This market-oriented approach is recognized by numerous researchers as a key aspect of modern marketing, making it a widely accepted concept.
To enhance efficiency, competitiveness, and profitability, businesses must conduct thorough information surveys on consumer demand for their products and assess the market potential of competitors Utilizing the gathered data, companies can perform market segmentation, identify key markets, and integrate various marketing tools By establishing a well-defined marketing strategy, enterprises can align their activities with market characteristics, ensuring a targeted approach that drives success.
A marketing strategy serves as a structured framework that guides a business in addressing its marketing objectives It encompasses tailored approaches for various target markets and customer segments, ensuring effective engagement and communication.
Marketing strategy is the systematically comprehensive combination between mixed Marketing and key market Mixed marketing parameters are developed and targeted to a specific customer group (target market)
Marketing Mix is a set of variables that the business can control and manage The components of Marketing Mix include: product, price, distribution and promotion strategy
Marketing serves as a strategic framework for businesses to allocate resources effectively in pursuit of their goals while leveraging existing strengths and competitive advantages This encompasses various elements such as products, services, personnel, and brand image By coordinating pricing strategies, advertising efforts, product design, and distribution channels, companies can establish a competitive edge, engage relevant stakeholders, and effectively target their desired audience.
1.1.3 Role, importance of marketing and marketing strategy
Marketing is a crucial element in business, serving as a vital link between buyers and sellers by helping sellers comprehend and meet the genuine needs of consumers To align with organizational goals, management formulates a targeted marketing program that encompasses the analysis of market opportunities, research and selection of target markets, development of marketing strategies, and the execution and evaluation of marketing initiatives.
+ Marketing and marketing strategies are utilized to solve basic economic problems of business, including:
Firstly, identify type of product that the company needs to supply the market
Secondly, arrange product delivery processs carefully with the simultaneous participation of the three elements of technical including infrastructure, direct staffs and customers
Thirdly, the handle harmoniously of beneficial relationships among the customers, employees and management side
Addressing these issues will help to motivate the operation of the business, from which maintaining and developing the relationship between the business and customers
+ Marketing and marketing strategy become the bridge connecting the operation of the business to the market
An essential function of marketing is to establish a competitive position within the market, which is intricately linked to product development in the target market Marketing and marketing strategies play a crucial role in this process, driving business growth and ensuring alignment with consumer needs.
First, create the uniqueness of the product
Second, clarify the importance of the distinction to the guest
Third, create the ability to maintain the advantage of the distinction of the business
Through identifying and maintaining the advantages of the distinction, marketing and marketing strategies help the businesses develop day by day and improve their competitive position in the marketplace
The importance of marketing strategy in the enterprise
To thrive and grow, businesses must establish clear goals and strive to achieve them Relying solely on experience and intuition is not enough for success; strategic planning is crucial for guiding all business activities A well-defined strategic plan enables companies to better understand their objectives and enhances the coordination of their efforts Additionally, strategic planning encourages managers to approach business challenges systematically, fostering positive changes within the organization.
A well-defined marketing strategy is essential for entrepreneurs to secure a competitive advantage and navigate the dynamic business environment It serves as the foundation for synchronizing marketing activities, which commence with a thorough analysis of both internal and external factors By evaluating the internal conditions, entrepreneurs can formulate effective policies regarding product development, pricing, distribution, and promotion, ultimately driving towards their desired objectives.
A well-defined marketing strategy is essential for every business, as it serves as the foundation for developing a comprehensive marketing program This strategy not only guides the organization of various business activities but also plays a crucial role in effective corporate governance and marketing management.
Content Of Marketing Strategy
The thesis explores the 4P marketing model, a widely utilized framework in enterprises, which encompasses four key strategic components: product strategy, price strategy, distribution strategy, and promotion strategy.
Image 1.1 : Research model of the thesis
The specific content of the strategies in the research model is presented as below
Traditionally, a product is defined as a combination of observable physical and chemical properties that create a uniform and usable item In manufacturing, products possess two key attributes: value and utility.
From a marketing perspective, a product encompasses anything that can be promoted to attract attention and fulfill a need or desire This broad definition includes tangible items, services, individuals, locations, organizations, and even concepts.
Today, consumers who buy a product pay attention to not only using value but also many other aspects of the product such as elegance,
Product strategy Price strategy Distribution strategy
Thus, understanding of products from the perspective of marketing is more broad, helping businesses to research the product, from which outlining more complete and effective strategy
The core aspect of a product addresses the essential question of what buyers truly desire Consumers typically seek specific benefits that each product offers, highlighting the importance of understanding their needs and preferences This focus on the product's value proposition is crucial for effective marketing and sales strategies.
- Realization Part of the Product is the basic form of the product, including 5 elements such as characteristics, labels, packaging, quality, design of the product
- Supplemental Part of the Product in cludes additional services and benefits that distinguish it from the competitor's product It includes accessories, service places, after-sales service, warranty, delivery
In today's competitive landscape, driven by advancements in science, technology, and information systems, customers prioritize not only price but also quality, design, and service.
In today's competitive business landscape, companies are not only focused on fulfilling customer demands but also on anticipating and stimulating future needs By innovating and producing products that address emerging trends, businesses position themselves ahead of current market requirements.
Marketing plays a crucial role in deciding what to produce, how to produce it, and how to effectively sell the products Consequently, establishing a robust product strategy is essential, serving as the foundation of the production and business process This requires businesses to engage in creative thinking and keen observation, focusing not only on current market demands but also on anticipating future trends By doing so, companies can offer products that satisfy the diverse and ever-evolving needs of customers.
Product strategy is quite broad and includes following main directions + Category strategy
In a constantly evolving market influenced by factors such as time, space, gender, age, occupation, and income, businesses cannot achieve stable and sustainable growth by relying solely on a single product type To mitigate risks and adapt to changing consumer demands, enterprises must implement a well-defined product category strategy.
Product brand repositioning is essential for manufacturers, as market dynamics can shift due to competitors launching similar products or changes in consumer preferences This strategy may involve altering either the product itself, its image, or both Marketers must ensure that the new positioning aligns with the original brand identity to retain existing customers while attracting new ones, ultimately sustaining and growing market presence.
Brand expansion strategies leverage a successful brand name to introduce new or innovative products, allowing businesses to reduce advertising costs associated with launching a new brand This approach facilitates quicker market acceptance of the new products, enhancing overall brand recognition and consumer trust.
Market feedback plays a crucial role in helping businesses identify consumer preferences and determine which products to discontinue By analyzing this feedback, companies can eliminate ineffective products, thereby conserving resources and directing their efforts towards the development of more successful offerings.
Product modification strategy enables manufacturers to innovate without the need to create entirely new products By altering existing products, businesses can develop new offerings while often maintaining the original technical specifications Even simple changes, such as packaging updates, can lead to significant consumption opportunities, as seen with various canned products.
There are three kinds of product quality strategy:
To enhance product quality, a comprehensive strategy focuses on key technical aspects, including improving durability, safety, and lifespan This involves redesigning styles and sizes, paying close attention to color and taste, and selecting superior fabrication materials Additionally, the strategy emphasizes limiting or eliminating defective components while replacing them with customer-relevant alternatives Furthermore, it aims to enhance user experience by ensuring products are easy to use, maintain, and find spare parts for.
- Strategy to maintain product quality: Many companies maintain the original quality of the product unless there are obvious mistakes or new tastes requiring changes
Some companies initially launch high-quality products to capture significant market share, but later reduce quality to offset rising costs, hoping consumers won't notice the difference While this strategy may boost short-term profits, it can severely undermine long-term profitability and brand reputation.
The strategy of product diversification and innovation focuses on creating new products for existing markets as well as exploring new market opportunities By refreshing product categories during a company's growth phase, businesses can boost consumption volumes, enhance their market share, and penetrate new market segments This approach not only addresses varying consumer needs but also mitigates the risk of product obsolescence.
The essence of the product strategy is to the flexiility, quick response and timely decisions, ensuring that new products are always availble in case the market is stagnating
Procedure of Marketing Strategy Development
Marketing goals align closely with organizational objectives, especially in businesses that prioritize marketing In such cases, the target audiences are the same These goals are typically defined as performance standards or specific tasks to be accomplished within a designated timeframe.
Effective marketing goals establish a framework for strategic implementation They are derived from thorough analyses of market capacity and the company's marketing capabilities, focusing on product-related data, competitive landscapes, and marketing environments This approach helps identify market potential and select target ideas that align with the business's strengths.
The economic environment significantly influences business operations, with factors such as economic growth or recession, inflation rates, prices, unemployment levels, income fluctuations, and credit policies playing crucial roles Many companies struggle to succeed despite careful planning, often failing to adapt to the ever-changing domestic and global economic conditions.
Technology serves as the foundation of market competition, significantly influencing the products available and shaping the manufacturing processes of enterprises.
The political-legal environment plays a crucial role in business operations, as both political and legal factors significantly influence company activities Local government policies and, more importantly, central government decisions shape economic and social frameworks that businesses must adhere to Furthermore, legal regulations serve as essential benchmarks for business performance, impacting daily operations Therefore, companies must closely monitor and adapt to these political and legal dynamics to ensure their success.
To effectively navigate the socio-cultural environment, businesses must conduct a comprehensive analysis of social factors to uncover potential opportunities and risks These factors, which include anthropological trends, consumer preferences, ethical standards, and perspectives on living standards, tend to evolve gradually, making their identification challenging Therefore, when assessing the impact of social influences on strategic planning, it is essential to examine these key elements thoroughly.
Quality of life, entertainment preferences of the social class
Situation of human resources such as female labor force, labor reserve situation
Culture and occupation level of the population and employees
Cultural traditions and social customs
Religions, the role of religions in social life, religious conflicts
Demographic situation: population growth rate, population structure
The micro environment encompasses internal and external factors that shape the competitive landscape of a business As outlined by M Porter, five key elements—competitors, customers, suppliers, potential new entrants, and alternative products—interact and influence business operations Analyzing these factors is crucial for developing an effective marketing strategy, as it enables businesses to identify their strengths and weaknesses in relation to available opportunities and potential risks.
Source: Micheal Porter, 1996 Current competitor
Current competitors are businesses within the same sector striving to boost sales revenue and profits by implementing strategies that may disadvantage others Given the limited market size, these companies compete for market share by lowering prices, enhancing advertising and promotions, persuading customers, improving product quality, differentiating their offerings, and creating added value for consumers.
In the supply market, in the near future there will be new competitors Although they haven’t appeared, business strategists must predict this
Alternative products Potential competitors and experiences Once appearing, they will compete with the business on three sides:
- Winning consumption market of the products with many different tricks
- Buying materials with more flexible and attractive policies,
- Attracting qualified and skilled workforce through competitive incentive policies,
Businesses supplying manufacturing components, including machinery, equipment, spare parts, and transportation services, can exert price pressures and influence supply and payment methods that may threaten company profits However, these suppliers also present valuable business opportunities To mitigate the challenges posed by these environmental factors, companies can leverage competitive advantages in their supply chains, form strategic alliances, and establish supply contracts.
In today's competitive marketplace, a product or service that meets customer needs is unlikely to remain unique for long, as alternative options will inevitably emerge Other manufacturers can also fulfill customer demands, often introducing improved products that leverage innovations in science and technology These alternatives typically offer enhanced features and lower prices, making them more appealing to consumers.
The emergence of new alternative products can significantly constrain the profitability of established offerings and diminish a company's market share To mitigate this risk, it is essential for businesses to make strategic investments in research and development.
Customers play a crucial role in business success as they are the primary purchasers of products To thrive, businesses must prioritize customer satisfaction by ensuring high-quality products and implementing measures that enhance the overall customer experience.
To develop effective business strategies, it is essential for companies to focus not only on product quality but also on understanding and catering to the tastes and needs of their customers To achieve this, businesses should carefully analyze key factors that influence customer preferences and requirements.
- Customers have the habbits to choose the products according to which methods?
- Customers’ habbits of using products
1.3.4 Matrix evaluating external factors (EFE)
The EFE matrix is a strategic tool designed to assess external factors impacting a business, highlighting key opportunities and threats in the environment This model enables executives to evaluate how well the company responds to these external influences, ultimately determining whether the external landscape is advantageous or challenging for the organization To effectively implement the EFE matrix, specific steps must be followed.
Table 1.2: EFE matrix summary table External factors Importance level Phân loại Importance score
Source: Nguyen Thi Lien Diep (2006)
- List the major risk and opportunity factors which are believed to affect
- Classify the importance on a scale of 0 (Unimportant) to 1 (very important) The importance of each factor depends on the level of influence on the business of the business
- Determining the weight from 1 to 4 for each factor, the weight depending on the level of response of the company to each factor
- Multiply the importance to each factor and its weight to get the corresponding score
- Plus the score of all the factors to get total score of the matrix
The higher the total score is, the better the company responds to the opportunities and threats
To identify an enterprise's strengths and weaknesses, it is essential to analyze internal factors such as finance, accounting, human resources, and production, as well as their interrelationships This assessment enables the company to establish strategic goals while considering external opportunities and threats, allowing it to leverage its strengths and address its weaknesses effectively in the business landscape.
Evaluate the production capacity and operation of the enterprise
ACTUAL SITUATION OF MARKETING STRATEGY
Introduction of Center for water resources technical and consultant
Transaction name: Center for water resources technical and consultant Head office: No 93, Lane 95 Vu Xuan Thieu, Sai Dong, Long Bien, Hanoi Website: www.cewaco.gov.vn
Email: kythuattnn@gmail.com / the.tnmt@yahoo.com.vn
The Center for Water Resources Technical and Consulting, previously known as the Center for Water Resources Consultant and Planning and Investigation Service, was established under Decision No 336/QD-TNNQG on December 1, 2017 It operates as a unit under the National Center for Water Resources Planning and Investigation.
Since its foundation, the Center for water resources technical and consultant has participated in many key projects all over the country
The Center for Water Resources Technical and Consultancy boasts advanced equipment and technology, complemented by a team of highly qualified managers, technicians, and skilled workers This expertise has enabled the successful implementation of numerous high-quality and durable projects, as recognized by investors Key services include water resources planning across provinces and river basins, establishing and operating monitoring networks, and providing consultancy for applications related to underground water exploitation and surface water use for daily activities and production licensing.
We specialize in monitoring and analyzing water quality, providing regular reports for surface water stations and underground water wells Our services include exploration drilling for underground water exploitation and the construction of water treatment systems and transmission networks We also utilize internet systems for the monitoring and operation of water resources Additionally, we are committed to carrying out all activities related to water resources and environmental management.
The National Center for Water Resources Planning and Investigation prioritizes project quality and reputation, which serve as the cornerstone for its consistent growth and development.
MECHANI CAL APPLICAT ION DEPARTM ENT
According to Decision No 336/QD-TNNQG issued on January 1, 2017, by the General Director of the National Center for Water Resources Planning and Investigation, the Center for Water Resources Technical and Consulting is responsible for executing technical and technological activities related to the investigation, planning, monitoring, and utilization of water resources Additionally, the center focuses on the rehabilitation and restoration of water sources and provides consultancy and services in accordance with legal regulations in the field of water resources.
- Implementing techniques and technologies in the field of water resources planning, survey and assessment;
The investigation and evaluation of water sources involve creating detailed maps and assessing the current status of water resource exploitation and usage This includes analyzing wastewater discharge levels and the capacity of water bodies to receive such discharges Additionally, it is essential to establish the thresholds for water extraction in storage areas and identify regions where water exploitation should be restricted or prohibited Furthermore, determining the minimum flow requirements in rivers is crucial for sustainable water management.
This article focuses on the investigation and assessment of water-related harms, the impacts of climate change on water resources, and the identification of artificial groundwater recharge capacity It also explores geothermal energy, hot water sources, mineral water, and the engineering geology associated with geohazards linked to water resources.
- Implementing techniques and technologies in the field of monitoring, exploitation, utilization and rehabilitation of water sources;
- Developing the monitoring network; Designing, executing and constructing exploration and exploitation projects and the system of supplying clean water; Designing, constructing wastewater treatment works and
- Manufacture, process, repair equipment, mechanical products of drilling, pumping, geophysical, water treatment and other equipment related to water resources
- Carrying out programs, project and scientific research topics on water resources
Our consultancy services encompass a wide range of activities related to water resource management, including planning, investigation, evaluation, and exploration We assess the status of water resource exploitation, wastewater discharge, and the capacity of water sources to receive wastewater, while also examining the impacts of climate change on these resources Additionally, we delineate areas for limited or restricted underground water exploitation and establish protection zones Our expertise extends to designing and executing projects such as artificial groundwater recharge, monitoring networks, and the supervision of water resources We also manage the filling of drilling holes, construction of transmission networks, and the development of treatment systems for water supply and drainage of wastewater.
We offer comprehensive consulting services for the preparation of application dossiers for permits related to water resource exploration, exploitation, and utilization Our expertise also extends to the development of applications for wastewater discharge permits into water bodies Additionally, we provide project planning, design consultancy, and supervision for programs and projects focused on water resource management, as well as advanced water treatment and wastewater technology solutions.
The General Director oversees international cooperation initiatives focused on water resources, encompassing programs, projects, and research topics This includes the application of scientific and technical advancements and the transfer of relevant science and technology in the field of water resources.
Effective management of organizational structure and staffing is essential for the Center, aligning with the occupational titles and employee numbers as outlined by the National Center for Water Resources Planning and Investigation and relevant legal regulations.
2.1.4 Manufacturing and business status of the company
Table 2.1: Manufacturing and business status of the Center
The analysis of the audited financial statements from 2015 to 2017, as presented in Table 2.1, reveals a consistent increase in the total assets of the Center for Water Resources Technical and Consultant, which reached 135,600 million This trend highlights the center's growing production efficiency over the assessed years.
2017, increasing 5.1% compared to 2016 While the total assets of the Center constantly increased, the current assets of the Center signed down rapidly.In
This shows that the increase in total assets at the Center for the period of 2015-
In 2017, the center significantly enhanced its long-term and fixed assets by investing in a state-of-the-art geological survey drilling system, which includes XY-100, XY-1A, and YГБ-50M drilling machines These advanced machines are capable of drilling holes ranging from 100 to 150 meters in various environments such as rivers, lakes, and shallow seas, while adhering to technical standards like ASTM and BS for field experiments.
The revenue of the Center for Water Resources Technical and Consultant has shown consistent growth over the years, reaching VND 80,381 million in 2017, which represents a 1.5% increase from 2016 This growth is primarily attributed to services related to water resource planning, construction, and installation of water supply systems The service turnover is calculated in accordance with Joint Circular No 75/2012 and is regularly submitted to the relevant authorities for approval Additionally, the Center's profit after tax also saw a significant rise, reaching VND 2,184 million in 2017, marking a 32.5% increase compared to the previous year.
The Center for Water Resources Technical and Consultant has consistently seen annual increases in revenue and profit; however, the growth rate remains modest, and the company's production and business efficiency is hindered by escalating yearly expenses.
Analysis of the marketing environment at the Center for Water
In recent years, our country has experienced an impressive economic growth rate of 6-7.5%, with a notable rate of 7.24% in 2003 If this trend continues, GDP growth could reach 7-8% in the coming years, creating favorable conditions for businesses This growth will likely enhance per capita income and boost daily consumption, thereby stimulating production and consumption processes Additionally, the expansion of industrial zones has led to a rise in demand for services from the Center for Water Resources Technical and Consultant, driven by increasing environmental pollution concerns.
In the period of 2015-2017, the number of industrial parks in Vietnam was as follows:
Diagram 2.1: Number of industrial zones in Vietnam at the present
Source: Ministry of Planning and Investment
From 2015 to 2017, the number of industrial zones in the country rose from 296 to 345, highlighting significant industrial growth However, this expansion has led to increased environmental pollution, raising community concerns over the demand for clean water and related services Key issues include the need for effective management of surface and groundwater exploitation, water quality treatment, and the transportation of clean water, particularly in heavily polluted areas.
That above demands for clean water of the community is increasingly appreciated has created opportunities for the business activities of the Center for Water Resources Technical and Consultant
In recent years, the Party and State have prioritized the management and protection of the environment and water resources, leading to the implementation of various policies and legal frameworks Key legislation includes the Law on Environmental Protection (2005), the Law on Water Resources (1998, revised in 2014), and the National Strategy for Environmental Protection (2010-2020, with a vision to 2030) Notably, in 2009, the Prime Minister approved the National Strategy on Water Resources for 2020 These new decrees and legal documents significantly impact the operations of the Center for Water Resources Technical and Consultant.
Table 2.2: Some Regulations on Environmental and Water resource protection
Penalties for administrative violations against regulations on environmental protection
Environmental and Water resource protection
Rights and obligations of enterprises operating within industrial parks, economic zones and investors putting their stakes in development of infrastructure in industrial parks and economic zones
Sanction of administrative violations in domain of water resources and minerals, effective from 15/12/2013
Detailing the implementation a number of articles of the Law on Water Resources
Penalties for administrative violations in the field of water resources and mineral, effective from 15/12/2013
Permits for exploration, disintegration, consumption of water resources, discharge of wastewater into water sources
Numerous legal documents have been established to safeguard the environment and water resources, outlining specific regulations for water quality management and environmental protection These decrees and policies emphasize principles for preserving the water environment, including pollution control, treatment measures, and strategies to combat water degradation, while also promoting clean water supply and enhancing environmental sanitation.
The Ministry of Natural Resources and Environment has issued circulars that outline the capacity for receiving wastewater and establish technical and economic norms for surveying and assessing water exploitation and wastewater discharge These guidelines include standards for managing and protecting the water environment, as well as a national technical standard system for water quality in rivers and lakes, domestic wastewater, and industrial wastewater.
The existing policies and legislation for environmental and water resource protection have established frameworks for pollution control; however, they remain incomplete and inadequate Most legal documents primarily emphasize environmental inspections and administrative penalties, with limited focus on economic tools like wastewater charges Furthermore, there is a lack of specific guidelines for essential pollution control measures, such as the investigation, statistics, and assessment of waste sources Consequently, these shortcomings hinder the effectiveness of legal documents in ensuring compliance with water resource protection laws among enterprises.
The advancement of science and technology has enabled enterprises and organizations to effectively integrate modern machinery into their production and business operations In the realm of environmental quality monitoring and water quality management, the adoption of these technological innovations is increasingly prevalent.
In 2016, the Department of Natural Resources and Environment initiated the project "Application of Information Technology to Control Environmental Pollution in Ha Tinh Province." This project led to the development of ENVIMHTi software, which is now utilized for systematic environmental monitoring and efficient data processing Consequently, the management, prevention, and investigation of environmental pollution, particularly in water environments, have significantly improved in reliability.
In 2017, the Federal Republic of Germany introduced effective environmental pollution treatment technology for plant protection chemicals in Hamlet 8, Cam Thang commune, Cam Xuyen This innovative technology has significantly improved waste monitoring and control of discharge sources in the area.
The Department of Natural Resources and Environment has recently launched the Automatic Monitoring Station Operating Center, which utilizes a 24-hour software system to connect and transfer data from automatic wastewater and emission monitoring stations This initiative focuses on large emission sources, including the Formosa Ha Tinh Project and Vung Ang 1 Thermal Power Plant, ensuring continuous oversight of environmental impacts.
- Ha Tinh Brewery At the same time, the Department also developed software waste transportation vehicles through the installation of cruise control equipment (application of GPS technology)
Recent advancements in science and technology have provided the Center for Water Resources Technical and Consultant with opportunities to enhance its efficiency through the implementation of software for monitoring water quality and environmental pollution However, the Center's reliance on technology means that any changes in this field significantly impact its development strategies Despite having a fully invested technology system that meets operational requirements, the Center faces challenges due to the outdated technology infrastructure in the country, which lags behind regional and global standards Additionally, there is a shortage of qualified scientists and technicians, and policies related to science and technology have not been adequately addressed, leading to a lack of awareness regarding their importance Furthermore, the high costs associated with technology transfer make the Central Board cautious when considering the import of advanced machinery and equipment for water resource monitoring and drilling activities.
The dynamic socio-cultural environment, marked by a population exceeding 90 million, is driving an increased demand for clean water This surge necessitates the establishment of clean water plants to meet public needs Consequently, there is a growing requirement for regular inspection and analysis of water resources, presenting significant opportunities for the production and business activities of the Center for Water Resources Technical and Consultant.
Environmental pollution is on the rise, particularly in large cities and industrial areas, due to inadequate urban planning that fails to address waste and wastewater treatment issues Out of 345 industrial parks across the country, which collectively generate over 550,000 cubic meters of wastewater daily, only 5% are equipped with centralized wastewater treatment systems.
787 municipalities with 3,000,000 m3 of waste water per day However, most of them have not been processed with nearly 43 million motorcycles and over
With 2 million cars on the roads, the country faces significant environmental challenges Almost untreated wastewater, tainted with oil, grease, chemical detergents, and dyes, is discharged directly into rivers and lakes Annually, over 100,000 tons of agricultural chemicals are utilized, contributing to more than 23 million tons of domestic waste, over 7 million tons of industrial solid waste, and over 630,000 tons of hazardous waste generated.
Environmental pollution is becoming increasingly severe, leading to a rising demand for services that analyze air quality and airborne substances, as well as environmental planning and consultation This trend presents a significant opportunity for the Center for Water Resources Technical and Consultant to expand its business offerings.
There are many competitors competing in the same field with the Center for Water Resources Technical and Consultant The number of current competitors is as follows:
Diagram 2.2: Number of current competitors in the market of the Center
Analysis of the actual marketing strategy situation of the Center
The Center for Water Resources Technical and Consultant excels in its product strategy by offering a diverse range of products and services, including water resource planning, monitoring, exploration, and treatment solutions.
Table 2.7: Some products and services provided by the Center
Product groups related to water resource planning 1 1 2 Establishment and operation of the monitoring network 3 3 3
Product groups related to exploration consultants 2 2 4 Product groups related to the drilling, exploration and exploitation of water 2 2 5
Product groups related to the construction of water treatment systems, transmission networks 2 3 3
Source: Center for Water Resources Techical and Consultant
The Center for Water Resources Technical and Consultant offers a range of products across various fields; however, the diversity of these products and services remains limited As of 2017, the Center has expanded its offerings to include 17 services, marking an increase of 6 services compared to 2016.
Since 2017, the Center has faced limitations due to its undiversified services, which fail to meet the diverse needs of customers This inefficiency has led to resource waste and hindered overall business performance.
The Center for Water Resources Technical and Consultant adopts a flexible pricing strategy tailored to each project's scale, informed by market price research and the planning department's designs Despite this flexibility, the Center's prices consistently exceed those of competitors For instance, when compared to the Vietnam Consulting for Natural Resources and Environment JSC., the Center's prices are typically 0.1% to 0.5% higher, and they are 0.4% to 0.6% higher than those offered by the 86 Natural Resource and Environmental Consulting JSC This pricing disparity is attributed to suboptimal cost management within the Center, leading to unforeseen expenses that inflate project planning prices and negatively impact its marketing efforts and overall business efficiency in recent years.
Currently, the Center has only one transaction office at its Head Office
Due to the low distribution channel system, it is difficult to reach customers
The projects primarily reflect the prestige and image of the Ministry of Natural Resources and Environment, leading to a passive approach by the Center for Water Resources Technical and Consultant in reaching customers To enhance market coverage, the Center must prioritize building and expanding distribution channels This involves conducting market research and developing both direct and indirect distribution points to improve access for potential clients, such as those in industrial and export processing zones By doing so, the Center can boost the effectiveness of its marketing efforts and overall business efficiency.
The Center for Water Resources Technical and Consultant, as a state-owned enterprise, prioritizes its core operations over marketing activities, which limits its efforts in promoting its products and services To attract customers, the Center proactively reaches out by sending offer letters to businesses and Departments of Environmental Resources that may require its expertise in related fields.
Offer letter Feedback from the customersNumbers of signed contracts
Diagram 2.3: Marketing activity of the Center
The Center for Water Resources Technical and Consultant implements its marketing programs by sending offer letters and gathering customer feedback through various channels, including post office, email, and fax In 2015, the Center dispatched 36 letters and received responses from 15 organizations The following year, 2016, saw an increase in outreach, with 45 letters sent and feedback from 30 units However, in 2017, the number of letters sent decreased to 30, resulting in 17 customer responses.
The Center for Water Resources Technical and Consultant has limited and non-diversified marketing programs, which have proven to be ineffective, as evidenced by the minimal change in the number of annual signed contracts This situation has adversely impacted the Center's business strategies in recent years.
Evaluation of actual situation of marketing strategy of the Center for
The Center for Water Resources Technical and Consultant is actively expanding its business operations, consistently increasing the variety of products and services offered to customers.
Price strategy: The Center for Water Resources Technical and Consultant has developed a flexible price policy suitable with scale of each project and business situation of the Center
The transaction office of the Center serves as the exclusive distribution channel, featuring a spacious design and well-invested infrastructure that enhances its appeal to customers.
The Center has effectively enhanced customer satisfaction by actively sending offer letters and soliciting feedback, demonstrating a commitment to improving service quality.
The Center's business landscape is extensive, yet the limited variety of products and services being deployed leads to inefficient use of resources, resulting in both human and material assets being underutilized.
The pricing strategy of the Center typically positions its prices above those of competitors, coupled with ineffective cost management This approach negatively impacts the Center's business efficiency, as it lacks a competitive edge in offering lower prices.
The Center's distribution strategy is limited, as it currently relies on a single distribution channel located at its head office This narrow approach presents significant challenges for customers seeking access to the Center's services Expanding the distribution channels would enhance customer accessibility and improve overall service delivery.
The current promotion strategy is limited and lacks diversity, as the Center primarily relies on sending offer letters to customers This approach has resulted in low efficiency, evidenced by the minimal change in the number of contracts signed each year.