(Luận văn học viện tài chính) MARKETING SOLUTIONS TO ENHANCE THE COMPETITIVENESS OF NOVAON IDC ONLINE DATA JOINT STOCK COMPANY

Graduation Thesis Academy Of Finance MINISTRY OF FINANCE ACADEMY OF FINANCE FACULTY OF FOREIGN LANGUAGES -***** - GRADUATION THESIS TOPIC: "MARKETING SOLUTIONS TO ENHANCE THE COMPETITIVENESS OF NOVAON IDC ONLINE DATA JOINT STOCK COMPANY.” Student: Lam Thi Kim Chi Group: CQ50/51.03 Supervisor: Bui Thi Tuyet Mai Ha Noi-2016 Lam Thi Kim Chi Page LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com Graduation Thesis Academy Of Finance DECLARATION I confirm that this thesis represents my original work, I have not copied from any other students’ work or from any other sources expect where due reference or acknowledgement is made explicitly in the text Furthermore, none of any part been written for me by another person in my thesis I, Lam Thi Kim Chi hereby confirm that this thesis is my own work and not copied or plagiarized from any source I have referenced the sources from which information is obtained by me for this thesis In addition, the contribution of any supervisors and others to this thesis is consistent with normal supervisory practice Student: Lam Thi Kim Chi Lam Thi Kim Chi Page LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com Graduation Thesis Academy Of Finance ABSTRACT Through the process of fact-finding in the Novaon, I noticed the application of marketing to enhance the company's competitiveness is not high and ineffective So this study was launched to make the plan more effective marketing and some solution to be application such as marketing factors that affect the competitiveness of company: Product Policy, price policy, distribution policy, communication Policy This study include chapter: Literature Review, The study and Recommendations By covering the essential knowledge about marketing solution, this study attempt to provide a basic for appreciation and giving the new recommendation for the marketing development orientation for Novaon IDC in the future This study aims to present the marketing solutions to enhance the competitiveness for Novaon IDC online Data Joint Stock Company The principal audiences of this study include the teachers from Faculty of Foreign Languages; the staff of Novaon IDC company, and the students who interested in marketing in a particular company The aspects of thesis that related to each group of audiences will be mentioned in the following pages ACKNOWLEDGEMENT First and foremost, I would like to thank to all the teachers of Faculty of Foreign Languages, Academy of Finance who have conveyed valuable knowledge to me during the past four years I also would like to express my gratefulness to my supervisor Ms Bui ThiTuyet Mai for the dedicated instructions as well as her creative suggestions and encouragement during the time of making this thesis Lam Thi Kim Chi Page LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com Graduation Thesis Academy Of Finance Last but not least, I give my sincerely thank all of the staffs in Novaon IDC online Data Joint Stock Company for their enthusiastic instructions and support during the time I was on probation TABLE OF CONTENT CHAPTER 1: LITERATURE REVIEW 1.1.Concepts and delimit the content of the research topic 1.1.1 Concepts of marketing and marketing mix 1.1.2 Delimitations of the content of the research topic 1.2 Competitiveness and competitive marketing………………………… 10 1.2.1 Definition of competitiveness and competitive marketing Competitiveness: "11 1.2.2 The views on competition marketing 11 CHAPTER 2: THE STUDY 13 2.1 An overview of Novaon IDC Online Data Joint Stock Company 2.1.1 The process of formation and development 13 2.1.2 The organizational structure of the company and characteristic of business 15 2.1.3 A glance of online data distributing market .18 2.1.4 The influence of environmental factors to the company's marketing solutions 20 2.2 Results of the analysis…………………………………………………22 2.2.1 The application of 4Ps of the company 23 2.2.2 The author’s assessment on Nova’s marketing strategies 31 CHAPTER 3: RECOMMENDATIONS .33 3.1 Nova’s development direction 33 3.2 Recommendations aimed at improving the competitiveness of NOVAON IDC Online Data Joint Stock Company 34 3.2.1 Products .34 3.2.2 Price .35 Lam Thi Kim Chi Page LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com Graduation Thesis Academy Of Finance 3.2.3 Promotion 35 3.2.4 Place .36 3.2.5 People 36 CONCLUSION .37 INTRODUCTION 1.1 Rationale of the study In the market economy, international economic integration, competition is getting fiercer, to company can effective business must be able to research market, market forecast good, thus giving the price policy, product, distribution channel, or planning communication programs most effective way Marketing plays an important role mainstream After several years of development, so far Vietnam PC market still has great appeal When consumers have high affordability and benefit from computer more and more, maximum support to the users, So the need to buy a computer, using a computer and internet access of human to growing, with rich demand The demand of the consumer need to buy the computer is increasing quickly than before Currently, in the market, has the participation of many companies specializing in deployment of marketing products and services to improve competitiveness Many companies specializing in Mar products emerge to improve their business as Web… competitiveness and develop the quality of human life, such as professional Web Design, Domain Names, Hosting, Virtual Servers, VPS servers, digital signature The firms are racing against each other strive for quality service, the variety of products, services and constantly offer programs stimulate consumption Lam Thi Kim Chi Page LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com Graduation Thesis Academy Of Finance The companies race about the service quality, the variety of product and more consumption stimulating In general, demand for high-tech products and computer products have trends to increase sharply, not only to handle the huge volume of work but also that serves both learning activities and entertainment Therefore, profit opportunities of businesses providing computer products and services computer is very high Along with that is the fierce competition between manufacturers, distributors, suppliers together May include the suppliers have names ahead, quite prestigious as P.A Viet Nam ltd, FPT Telecom, Mat Bao Corporation The Nova's company does not stop at the product quality but also provided the service quality and price with many attractive promotion programs Every day, there are more products launched from new companies, with the superiority over with product earlier This is one of the reasons for shorten the lifecycle of product and reduce the price, competing on price isn’t effective as before To survive and grow, the business enterprises are facing challenges to find new competitive tools, more effective The integration of the world economy and WTO is not only advantage but also disadvantage for Novaon IDC's company There are so many challenges require the companies must be overcome to survive and thrive Typically, they has penetrated into Vietnam market, the pie is divided into smaller parts, the competitive advantage shrinks that is why the competitive power is an important key to survive and make stronger important thing for any business how to survive and stronger In this period , Novaon IDC competitiveness is not high, while marketing activities can’t yet be properly invested 1.2 Aims of the study The goal of the research was to propose a specific marketing strategy, in line with company resources and market conditions This strategy will serve as Lam Thi Kim Chi Page LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com Graduation Thesis Academy Of Finance orientation for all operations of the company, so that this activity takes place systematic, methodical, professional and long-term Aiming for, topics will address four specific tasks:  Establish a theoretical basis of marketing solutions to enhance the competitiveness of the company  Understanding the business situation, the status of company marketing activities Novaon IDC in recent years  Reality and marketing solutions and the current competitiveness of the Novaon IDC Online Data Joint Stock Company  Recommendation some marketing solutions to increase the competitiveness of the Company Novaon IDC provided market data solutions online of Vietnam 1.3 Scope of the study Scope of the Study: Research to clearly define the reality of the company and the competitors, the strengths that the company has to develop and overcome the remaining weaknesses in order to find solutions and recommendations for marketing of the Novaon IDC Online Data Joint Stock Company in 20132015 period.The solution proposed in the subject also to enhance the competitiveness of companies in the market offer web services to enhance business competitiveness, which focuses mainly on the market Northern 1.4 Organization of the Study Computer appeared long ago and had an indispensable role in the lives of human beings The advent of the computer has marked a turning point in developing new and more modern civilization for the whole society So far the computer keeps finalized brought many conveniences, maximum support Lam Thi Kim Chi Page LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com Graduation Thesis Academy Of Finance to the users Computer’s product is also increasingly rich and diverse, giving customers a lot of choices Unlike in developed countries, the demand for regular supply of marketing solutions for businesses already saturated, with a developing countries like Vietnam, this is still a very potential market The need to use the product for service in Vietnam websites of organizations, enterprise, families and individuals increased with the process of industrialization, modernization and international economic integration Therefore, it is give an effectiveness marketing solutions to enhance the competitiveness of Novaon IDC companies In this study consists of three main chapters Chapter 1: Literature review, which includes concept and delimit the content of the research topic and competitiveness and competitive marketing, chapter 2: The study includes competitiveness and competitive marketing and results of the analysis and conclusion, chapter 3: recommendations includes Nova’s development direction and recommendations aimed at improving the competitiveness of NOVAON IDC Online Data Joint Stock Company After a period of internship at the company, I realized that, in order to improve the competitiveness of companies in the market Novaon product supply professional websites, towards achieving the sales target, market share, the set off a long-term marketing strategy in general and in each particular stage of development is extremely important Therefore you choose the theme: “"MARKETING SOLUTIONS TO ENHANCE THE COMPETITIVENESS OF NOVAON IDC Lam Thi Kim Chi Page LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com Graduation Thesis Lam Thi Kim Chi Academy Of Finance Page LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com Graduation Thesis 1.1 Academy Of Finance CHAPTER 1: LITERATURE REVIEW Concepts and delimit the content of the research topic 1.1.1 Concepts of marketing and marketing mix 1.1.1.1 Definition of marketing Marketing is a widely used term to describe the means of communication between the company and the consumer audience Marketing is the adaptation of the commercial activities and use of institutions by the organizations with a purpose to induce behavioral change on a short-term or permanent basis The American Marketing Association most recently defined Marketing as "the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large." The techniques used in marketing include choosing target markets through market analysis and market segmentation, as well as understanding methods of influence on the consumer behavior The marketing planning creates strategies for the company to place advertising to the dedicated consumer From a Dr Philip Kotler point of view, defines marketing as “the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit Marketing identifies unfulfilled needs and desires It defines measures and quantifies the size of the identified market and the profit potential It pinpoints which segments the company is capable of serving best and it designs and promotes the appropriate products and services.” The American Marketing Association offers this managerial definition : Marketing (management) is the process of planning and executing the conception , pricing, promotion, and distribution of ideas, goods, and service to create exchanges that satisfy individual and organizational goals Lam Thi Kim Chi Page LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com Graduation Thesis Academy Of Finance a variety of different functions making the most site effectively Customer with the demand of small websites can choose this type i Other services Hosting, domain, digital signature are considered as other services They are intangible For this types of company’s product, it cannot be tasted, smelled, or stored like physical goods The main distance that company usually transports goods are from representative office in Hanoi, Ho Chi Minh, Da Nang to customers at neighboring provinces and districts in the cities Novaon IDC has many different types of product digital marketing used for advertising campaigns of the enterprises It is big advantage for customers to choose this service of the company 2.2.1.2 Price policy i Strong points in Novaon IDC’s pricing strategy With the mix products of company, Novaon IDC must make a plan of suitable pricing strategies for both website designing and providing other services Novaon IDC also sets up its price basing on all the three popular pricing methods: cost plus, value base and looking at the competitors The price of products depends on company's trademark of website, the fields website wants to built, scale web want to deploy, other features attached Company has invested huge money in web design In comparison with other brands, the price of web designing at Novaon IDC Company is temporarily normal Lam Thi Kim Chi Page 25 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com Graduation Thesis Academy Of Finance The price for Web design and other services is clearly at below table: Price Trust.vn Ltd V&A Company - Basic package: 3.900.000 vnd5.500.000vnd - Silver package:5.999.000 vnd - Gold package:9.999.000 vnd -Basic package: 6.999.000 - Website supermarket: 24.999.000 vnd, the next year: 1.199.000 vnd - Website ecommerce: 9.999.000 vnd - Hosting: + Economy: 1.999.000/month + Deluxe: 2.599.000/month + Ultimate: 2.999.000/month -Domain: + Vietnam domain: 590.000vnd(.vn), c om.vn(650.000vnd( com.vn), 250.000vnd(.org.vn , gov.vn, edu.vn… + International domain: 700.000vnd(.com, net, org, info, biz, us, asia… URL Company Novaon IDC Company Suppl ier Web desig n Other servic es: Hosti ng, doma in, serve r, digita l signat ure - Hosting: + Economy: 999.000/month + Deluxe: 1.999.000/month + Ultimate: 3.999.000/month -Domain: + Vietnam domain: 550.000vnd(.vn), c om.vn(650.000vnd( com.vn), 350.000vnd(.org.vn , gov.vn, edu.vn… + International domain: 400.000vnd(.com, net, org, info, biz, us, asia… Server:599.000/mo nth Lam Thi Kim Chi Server:999.000/mo nth -Basic package: 4.599.000 vnd - Silver package: 6.999.000 vnd - Gold package: 8.999.000 vnd - Basic package:1.900.0002.900.000 vnd - Web commerce: 3.999.000 vnd - Web brand: 4.999.000 vnd Hosting:2.999.000/ year - Hosting: + Economy: 690.000/month + Deluxe: 990.000/month + Ultimate: 1.490.000/month -Domain: + Vietnam domain: 350.000vnd(.vn), c om.vn(350.000vnd( com.vn), 200.000vnd(.org.vn , gov.vn, edu.vn… 30.000vnd(.name.v n + International domain: 270.000vnd(.com, net, org, info, biz, us), 205.000vnd(.us), -Domain: + Vietnam domain: 550.000vnd(.vn), c om.vn(650.000vnd( com.vn), 350.000vnd(.org.vn , gov.vn, edu.vn… + International domain: 350.000vnd(.com, net, org, info, biz, us, asia… -Server: 6.999.000/month -Server: + Cloud VPS01: 180.000/month +Cloud VPS02: 350.000/month +Cloud VPS03: 550.000/month - Digital signature: + 4.999.000/month + 1.297.400/quarters Page 26 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com Graduation Thesis Academy Of Finance Table 2.3: The price quotation for Web design and other services of Novaon IDC comparison to other competitors (Source: Financial Accounting Department, Novaon IDC Online Data Joint Stock Company) In which, basic package is suitable for small and medium-sized enterprises, especially, in the manufacture and supply of products, this web designing package is designed primarily aims to display information about products of enterprise in the form of e-catalogs Now, online available form will allow viewers to contact when they needed Silver package is suitable for businesses requiring build an online sale website This web designing package is designed to display product information in the form of enterprise is e-catalogs along with associating services Editorial processes, sales and product promotion or brand of the enterprise will be made easier and more convenient Gold package is suitable for businesses requiring building a online payment website via online portal such as: www.baokim.vn, www.nganluong.vn Specially, Novaon IDC has also provides Digital Signature services, It is taxpayer software through Internet In addition, the competitors not offer the service package on the market, this is one of the major advantages compared with the competition In the Digital Marketing market, this price seems normal Price quotation about services at Novaon IDC is lower than the product of competitors It is suitable for many businesses having small and medium scale, this is a big advantage helps companies to get more potential customers in the future Lam Thi Kim Chi Page 27 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com Graduation Thesis Lam Thi Kim Chi Academy Of Finance Page 28 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com Graduation Thesis Academy Of Finance ii.Weak point in Novaon IDC’s pricing strategy The prices of web designing and other services are quite normal, but still have some disadvantages More than one billion for a digital marketing service is payable if customer can divide to pay for several times but it will be a big problem for many customers if they have to pay all money after receive services The great amount of money is not easy to be pulled out at one time, while they can monthly pay at other company It leads to customers’ comparison and consideration The pricing policy seems to be the factor that most affects customers and Novaon IDC can lose many potential customers 2.2.1.3 Promotion policy i Strong points Promotion consists of advertising, PR, direct sales, promotions, customer relations, etc Compared with other P words, marketing is the most important P to focus on Promotion consists of the specific blend of advertising, sale promotion, public relations, personal selling and direct marketing tools that company uses to persuasively customer and build customer relationships Novaon IDC usually provides information about products, services for customers after each period of time This information can be sent through emails or even directly sent to customers From that, customer can stay at home or office and decide to buy Novaon IDC products and use services or not When providing new price quotation, customer is also persuaded because Novaon IDC is the best company that has new products with many attractive policy This method is strong point in Novaon IDC mix strategy because Novaon IDC is active in seeking its customer instead of waiting customers to come to the company Lam Thi Kim Chi Page 29 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com Graduation Thesis Academy Of Finance ii Weak points Beside strong points, Novaon IDC still has to face with many difficulties Promotion is one of the most factors in marketing mix that company need to improve If staffs of companies not sent emails or come to meet customers, customer will have no way to know about the company rather than sending mails to Novaon IDC to ask for information Another weak point is limited promotion policies, for example: lack of attractive promotion policy as discount policy in prime time, … It is very essential to add these ways of promotion-to-promotion strategy 2.2.1.4 Place policy Distribution channels of selling products The two groups of Novaon IDC’s products are Web designing and other services such as: Hosting, server, domain… ( more flexible) When customers have demand of digital marketing, they can have two choices The first one is that they can visit the company and sign the contract The second one is that they make a phone call and transfer the money through banks Novaon IDC has been quite successful in distribution channels when choosing place to locate its office near the urban area, big city where enterprises are so crowding, it has great demand It is also convenient for transportation 2.2.1.5 Other tools in marketing mix i Physical evidence of Novaon IDC Novaon IDC has about 7000 meter squares, which is so spacious It is easy for company to show all kinds of digital marketing near urban area, big city For this, Novaon IDC can get big advantages to appeal customers When Lam Thi Kim Chi Page 30 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com Graduation Thesis Academy Of Finance coming to the company, customer will feel pleased and comfortable with this environment On the other hand, Novaon IDC is a new company Its infrastructure is so simple It is imperative for company to equip more modern equipment This action can help company to put its brand name to higher position ii Novaon IDC people The allocation of human resources is one of the necessary elements to ensure the operation of any line of business Novaon IDC’s activities have many changes, so the structure of staffs is a very concerned issue To have an overview of staff working in the company, we can see the below table: 2013 2014 2015 Number Number Number 170 189 201 19 12 University 160 175 183 15 College 13 Intermediate 5 Male 115 135 140 20 Female 55 54 61 -1 Indicator Number of staffs 2014/2013 2015/2014 Delta Delta I Qualification II Sex Table 2.4: Overview of staff working in the company (Source: Administrative Department, Novaon IDC Online Data Joint StockCompany) According to this statistics, the most concerned problem of human resources is the staff’s qualification It can be seen that the qualification is a good sign for the company It is a condition for the staffs to approach new methods for using machinery with update science and technology In addition, it also Lam Thi Kim Chi Page 31 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com Graduation Thesis Academy Of Finance contributes to improve the production efficiency, reduces cost in the operation of the company Lam Thi Kim Chi Page 32 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com Graduation Thesis Academy Of Finance 2.2.2 The author’s assessment on Nova’s marketing strategies 2.2.2.1 Pros Low cost compared with many company on the market Compared with traditional marketing, advertising online marketingsolutions of NovaonIDC costs a lot less, especially it of small businesses with the funds spent on advertising is not much Global Market Access: With a website and a good online marketing plan at Novaon idc, the enterprise can absolutely make a business image and products to potential customers around the world, e-commerce makes it easy to receive and process the applications with global customers quickly and easily Here are the most obvious advantage of customer reach, speed of access, procedures, costs In order to this, the traditional marketing will cost you a significant amount Contact directly and immediately with potential customers: When customers feel interested in products / services, they will be able to sendeasily a requested content through free utilities (email, chat, tetesales…), and customer service department can easily respond to them immediately Company has initial marketing staffs who have professional qualification and passion to work Product and service have met the need of the customer, created customer confidence Company has given flexible prices and each type of service that the company provides for each customer Marketing online products along with e-commerce applications has brought more interaction between businesses and customers The Company has established and strengthened organizational structure units operated under the model: science, compact, efficient… Lam Thi Kim Chi Page 33 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com Graduation Thesis Academy Of Finance IDC Novaon is increasingly getting the trust of many customers at home and abroad 2.2.2.1 Cons Experience and management skills are still weak Firms often compete locally The quality of the company’s service is not the best compared with the competitors So the company cannot have big contracts Price segments of the product in Novaon IDC are not diversifying, there are still very few web forms for different businesses Unlike other advertising media, to access to online advertising, consumer must have a computer and the computer must be connected to the Internet Marketing solutions that the company applied to enhance competitiveness compared with other companies in the same industry in the market are still limited by not catching up the development of modern industry Lam Thi Kim Chi Page 34 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com Graduation Thesis Academy Of Finance CHAPTER 3: RECOMMENDATIONS 3.1 Nova’s development direction Business direction Novaon IDC has several options in how they increase their business when it’s comes to the product mix The offerings can be a combination of products and services By offering a mix the company has an opportunity to differentiate themselves and give the customers to the total solution rather than having to buy products in once place, and then services in another place This also means that it is difficult for competitors to copy Novaon IDC's product mix since many solutions can be adapted uniquely to the customers' need through using different packages giving them competitive advantage Novaon IDC is also able to deliver customized options to the customers by adding consulting and services to product by providing knowledge and skill, and guiding the customers to use the products to the fullest capacity Moreover, buying the total package the customers save cost rather than buying each piece separately making it extra expensive Novaon IDC is able to add value in several ways by delivering quality, features and a superior performance in a different way than its competitors This company is quite unique on the market by providing transportation and selling trucks By working together with their suppliers and customers Novaon IDC is able to add value However, in some cases company is not working on oriented marketing strategy, which brings many disadvantages The marketing mix strategy of Novaon IDC is not really good that many badly affect to add value process of company It is necessary to have an improvement on product, price, promotion, place, physical evidence, people and process Lam Thi Kim Chi Page 35 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com Graduation Thesis Academy Of Finance Basing on the findings of previous sections, I would like to suggest some measures that could help the company give some business direction in the future The quality of the company’s service is not the best compared to the competitors So the company cannot have the big contracts Therefore, the company needs to be improved in order to further enhance the company’s marketing The company must increased investment for advertising 3.2 Recommendations aimed at improving the competitiveness of NOVAON IDC Online Data Joint Stock Company 3.2.1 Products Improving the 4Ps of the company Products and services are those that the company offered to provide customers It is successful or not depends on whether customers accept the company’s service, how the service can satisfy customer needs or not Therefore, in order to consolidate and strengthen its position in the market, the company must find ways to develop the services, improving the quality of services to create flexible service with the customer’s need There are two main products which company provides: website design consulting and other services: hosting, domains, servers, digital signatures Both of them are needed to improve For the website design consulting, company needs to improve the website means and the weight of each website in many fields A poor-quality of products cannot bring satisfaction to customers So, the common concern of the most of customers is the product quality Maintaining and consolidating existing product of the company Seriously, it can affect to customer’s confidence when they choose web services for their Lam Thi Kim Chi Page 36 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com Graduation Thesis Academy Of Finance goods Board of director should give strictly punishment when overweight transportation occurs For the other services, company should care about the models and sizes There are different needs of customers, so Novaon IDC can try to think as the way its customer think, it can best benefit its customer Diversifying models and sizes are also ways that Novaon IDC can try to better improve its product 3.2.2 Price According to the reality of competition, the quality of services will be important, but the first condition, which draws attention and consideration, in price Therefore, company should consider price as a factor to decide the success or failure of the company’s competition There are some ways to improve price strategy of company The first one is that Novaon IDC can reduce the price for first five customers buying products each month Or Novaon IDC can allow customer to monthly pay when buying website design and twice times with one of other services The last way is paying all money of product registration for customers on special occasions 3.2.3 Promotion Promotion seems to be the most necessary factor that needs to be improved Novaon IDC needs to have the following changes: building long-term strategic plans and realizing research plans At the same time, company should increase investment in for advertising, promoting, and stimulating consumption First, Novaon IDC can have annually publications for clients to present information about the company in order to build customer’s confidence It can be considered to give gifts for customer in special occasions, which have beautiful packages with brand name of the company In addition, advertising can be done through Internet, telephone, and email to Lam Thi Kim Chi Page 37 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com Graduation Thesis Academy Of Finance target customer Another thing that Novaon IDC can is to provide some free services in order that it can get more potential customers 3.2.4 Place Novaon IDC has limited channels of distribution; it will miss a lot of potential customers The two groups of Novaon IDC’s products are Web designing and other services such as: Hosting, server, domain… ( more flexible), it can reduce cost if company has office near all provinces of the country Moreover, when customers want to buy product of the company, they have to come to company It is sometime inconvenient Instead of just selling at head office, company can give details information about products for customers and deliver products when they decide to buy With it own characteristics, company needs to expand the area of operation, warehousing and upgrade quality for the increase of the demand In the future, it is imperative for the company to think of expanding its office 3.2.5 People Company must set the standards to evaluate its staff Thank to evaluation, it will find the advantages and disadvantages of each person Since Novaon IDC can take measures to train and manage in order to promote the strengths and reduce the weaknesses of each It is important to train experienced staff team with professional knowledge The must have good communication skills, be persuasive when communicating with customers Moreover, it must be careful when employing Company should choose suitable person for each position After that, it is need to take time to conduct training to avoid disruption in personnel because the damage of the personnel change can be very large Lam Thi Kim Chi Page 38 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com Graduation Thesis Academy Of Finance CONCLUSION With the objectives set for the dissertation, the author has explained the company’s marketing mix strategy thereby offering solutions to improve the competitiveness of the company Through insightful analysis, the author has found out both strong points and weak points in the company marketing mix strategy After that the author has give some implications to improve the company marketing mix strategy However, because of time and effort limitation, the researcher could not deeply study all marketing mix strategy in detail Despite of this these restrains, the author has made great efforts to analyze the current situation of Novaon IDC’s marketing mix strategy and give implications to improve its culture Hopefully, the output of the dissertation will somehow help leaders work out the most congruent strategy to improve the Novaon IDC’s marketing mix strategy Lam Thi Kim Chi Page 39 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com ... solutions and the current competitiveness of the Novaon IDC Online Data Joint Stock Company  Recommendation some marketing solutions to increase the competitiveness of the Company Novaon IDC provided... Department, Novaon IDC Online Data Joint StockCompany) Figure 2.1: The structure of Novaon IDC Online Data Joint Stock Company a) Function and duties of Marketing and Communications Department The marketing. .. orientation for Novaon IDC in the future This study aims to present the marketing solutions to enhance the competitiveness for Novaon IDC online Data Joint Stock Company The principal audiences of this