MARKETING STRATEGY FOR TNS VIETNAM SERVICES

MINISTRY OF EDUCATION & TRAINING UNIVERSITEÙ LIBRE DE BRUXELLES HO CHI MINH CITY OPEN UNIVERSITY SOLVAY BUSINESS SCHOOL MBMM PROGRAM NGUYEN HUY HOANG MARKETING STRATEGY FOR TNS VIETNAM SERVICES FINAL PROJECT MASTER IN BUSINESS & MARKETING MANAGEMENT Tutor: Dr Dang Ngoc Dai Ho Chi Minh City 2007 DECLARATION I hereby enclose hard copies of my final project entitled “Marketing strategy for TNS Vietnam services” to the Universiteù Libre De Bruxelles – Solvay Business School & Ho Chi Minh City Open University This final project is to the best of my knowledge and I certify that all information contained in this project is true and accurate in every respect and may be considered for any further checking by the Universities THANK YOU! In preparing this final project, I’ve already received valuable feedback and comments from Dr Dang Ngoc Dai, my tutor for this project, which I highly appreciate and treasure In finishing my Master of Business & Marketing Management program, I would also like to show my big gratitude to my wife who has been supporting, encouraging and being with me all the time I would also like to thank Professor J.P Baeyens and Dr Tran Anh Tuan who have designed and implemented this course the 1st time in Vietnam My special thanks are to my line manager, Mr Fabrice Carrasco and TNS Vietnam who have sponsored and offered lots of support for me to finish this Master program To my personal feeling, this Master program is really valuable, worth the money and efforts and helpful both for my career and my personal development in the future Thank you all for your kind support! TABLE OF CONTENT Chapter 1: Introduction 1.1 Background of market research industry………………………………………………………page 1.2 Objectives of the final project………………………………………………………………………….page 1.3 Organization of the final project…………………………………………………………………….page Chapter 2: Business environment analysis 2.1 Overview of TNS Global and TNS Vietnam………………………………………………page 2.2 External business environment analysis……………………………………………………….page 2.3 Internal business environment analysis………………………………………………………page 13 Chapter 3: Marketing strategy 3.1 Vision, mission and objectives for TNS Vietnam………………………………….page 15 3.2 Marketing strategy………………………………………………………………………………………………page 17 3.2.1 Segmenting………………………………………………………………………………………………page 17 3.2.2 Targeting……………………………………………………………………………………………………page 19 3.2.3 Positioning……………………………………………………………………………………………… page 19 3.3 Marketing mix………………………………………………………………………………………………………page 20 3.3.1 Marketing mix – Conception…………………………………………………………….page 20 3.3.2 Marketing mix – Communication……………………………………………………page 24 3.3.3 Marketing mix – Channeling…………………………………………………………….page 25 3.3.4 Marketing mix – Convincing…………………………………………………………….page 25 3.4 Suggestions and recommendations………………………………………………………………page 26 Reference list…………………………………………………………………………………………………………………page 31 Page of 31 CHAPTER 1: Introduction 1.1 Background of market research industry: As a major force in the global market research industry, there is a need for TNS to have an overall understanding of the global market research industry key trends which are highlighted as below: ‰ Global market research turnover tops US$23.3bn in 2005, representing year on year growth of 5.7% and a net growth of 3.0% Average growth rates over the last four years tops 5% with average net growth at 3% ‰ Growth rates stabilize in Europe and North America, whilst Asia Pacific continues to outpace all other regions (see chart 1) ‰ Over two thirds of global market research turnover is generated in the top markets which are USA, UK, France, Germany and Japan France moves into 3rd position, overtaking Germany, amongst the largest research markets in the world ‰ China records net growth of almost 25% and will be pushing for top ranking within to years if growth continues at this rate ‰ Growth for 2006 is expected to continue at 4-6%, driven by good economic conditions and increasing client demand for continuous multi-national research ‰ Significant market consolidation, with 88 acquisitions taking place during 2005 The top ten companies generated 58% of industry revenue in 2005 Page of 31 ‰ Increased outsourcing and off-shoring has enabled cost savings of 30 - 40% for data processing, and programming and coding online surveys ‰ Broadening range of skills required from researchers In response, companies are hiring people from key client sectors and have developed extensive training programs to improve consulting, strategic, IT and relationship management skills ‰ Companies continue to invest heavily in greater technological capabilities and keep competitive barriers high ‰ Use of online market research continues to grow rapidly, resulting in higher response rates, faster delivery of results and lower data collection costs Online research accounts for estimated 13% of spend Specifically looking into Asia Pacific region which TNS Vietnam is actively doing business; market research turnover reached an estimated US$3,270 million (see chart 1), with year on year growth of 8.9% and net growth of 7.4% This is a continuation of a strong growth trend from 2001 onwards Since 2001 research sector in Asia Pacific has consistently grown faster than the global growth rate in real terms; in common with other industries in the region Growth is strongly linked to macro economic conditions in specific countries, such as Japan, Australia, Korea, China, and India Vietnam market research industry is expected to grow at 15% in 2005 and 14% in 2006 – quite higher than the average growth rate of Asia Pacific region; mainly driven by the strong growth of TNS Vietnam, AC Nielsen Vietnam and other emerging local market research companies Page of 31 Chart 1: Global & regional turnover 2005 and net growth rate on 2004 – Source: ESOMAR industry report 2005 Europe ($10.4bln +2.4%) 14 North America ($8.3bln +2.1%) 45 36 Asia Pacific ($3.3bln +7.4%) Central & South America ($1.0bln +1.5%) Middle East & Africa ($0.3bln +6.7%) 1.2 Objectives of the final project: In line with the strong growth of market research industry in Asia Pacific and Vietnam, TNS Vietnam is facing the challenges of how to apply TNS Global strategy into Vietnam successfully and build a suitable and effective marketing strategy to ensure the strong and sustained growth rate of the company in the future This final project is conducted in order to have deep analysis and understanding of what TNS Global is doing in the global market and what TNS Vietnam is doing specifically in Vietnamese market in line with its global strategy Using the Segmenting-Targeting-Positioning marketing model as a specific tool, this project aims at suggesting the suitable marketing strategy and marketing mix for TNS Vietnam, trying to build a comprehensive and thorough guideline for TNS Vietnam marketing activities in the coming years Page of 31 1.3 Organization of the final project: Apart from the appendix and the reference list, this project includes chapters Chapter “Introduction” analyzes the key trends of market research industry globally and in Asia Pacific and Vietnam specifically This chapter also provides the objectives and the organization of the final project Chapter “Business environment analysis” provides an overall understanding of what TNS & TNS Vietnam are doing in the market; analyzes the external and internal business environment; from those analyses this chapter tries to provide a full picture of strengths, weaknesses, opportunities and threats of the business environment which, based on that, we will try to build the marketing strategy and marketing mix for TNS Vietnam Chapter “Marketing strategy” tries to apply the global marketing strategy of TNS Global into Vietnam situation and build the marketing strategy and marketing mix for TNS Vietnam together with the suggestions and recommendations Page of 31 CHAPTER 2: Business environment analysis 2.1 Overview of TNS Global and TNS Vietnam: TNS Global (Taylor Nelson Sofres Plc.) is one of the world's leading market information groups Through its global network of operating companies in 70 countries, TNS collects, analyzes and interprets information, as well as delivers innovative thinking and excellent service, to help local and multi-national clients better understand the needs and wants of their customers In particular, TNS provides research, advice and insight on market segmentation and positioning, brand and advertising research, new product development, and stakeholder management, supported by a range of Business Solutions TNS specializes in fast-growing and established business or industry sectors that require a global presence or the transfer of highly developed expertise which are Automotive; Consumer; Consumer Panel; Finance; Healthcare; Internet, Television and Radio Audience Measurement; Media Intelligence; Polling and Social; Technology Below are some key facts of TNS Global: ‰ Global network spanning over 70 countries ‰ Revenue: £1bn in 2006, the key source of revenue comes from Europe however ALM (Asia-Latin America-Middle East region is growing and becoming more and more important; see chart 2) ‰ Over 14,000 full-time employees world-wide Page of 31 ‰ Market Sectors with dedicated researchers – however Consumer (Qualitative, Quantitative, Consumer Panel researches) and Media are still the biggest with more than 50% revenue contribution – see chart 3) Chart 2: TNS Global revenue split by region in 2005 % – Source: TNS Global 12 23 ALM North America Europe 65 Chart 3: TNS Global revenue split by sector in 2005 % – Source: TNS Global 14 34 11 13 Consumer Media Business Svs Technology Healthcare Other 19 As a member of TNS Global, TNS Vietnam is currently the leader in market information industry in Vietnam with the market share estimated at 35% in 2006 Page 17 of 31 marketing mix Therefore the below analyses dig down into the current situation of the company in the market, trying to provide some recommendations / solutions for a marketing strategy in long-term and marketing mix in short-term for TNS services among the Vietnamese market which is becoming more and more competitive and also in line with the overall marketing strategies of TNS Global which TNS Vietnam belongs to Chart 6: TNS Vietnam organizational chart in 2007 – Source: TNS Vietnam TNS Vietnam Managing Director Quantitative Dept Operations (Field+QC) Client service Admin Dept HR Dept IT Dept Finance Dept Qualitative Dept Operations (Field+QC) Client service Consumer Panel dept Operations (Field+QC) Client service Media (JV) Dept Operations (Field+QC) Client service 3.2 Marketing strategy: 3.2.1 Segmenting: In Vietnam, clients can be segmented into the following groups: ‰ Automotive clients: BP, Castrol, Chevron, Caltex, Exxon, Ford, Honda, Mobil, Petronas, Shell, Suzuki, SYM, Total, Toyota, Vilube, Yamaha Page 18 of 31 ‰ Healthcare clients: Abbott, Bayer, Beiersdorf, Boehringer Ingelheim, Bristol Myers Squibb, Diethelm, Hoffmann, LaRoche, Merck, Novartis, Pfizer, Sanofi-Aventis, Glaxo Smithkline ‰ Consumer (FMCG) and retail clients: Abbott, Ajinomoto, Beirsdorf Vietnam, BAT, Bibica, Big-C, Campina, Carlsberg, Coca Cola, Colgate Palmolive, CJ Korea, Coop-mart, Daso Group, Danone, Diageo, Diana Vietnam, Dumex, Dutch Lady, Fonterra, F&N, Johnson & Johnson, Kao, Kimberly Clark, KinhDo Foods, Kraft Foods, LG Cosmetics, L'Oreal, Maxi-mark, Mead Johnson, Meiji Diaries, Metro Gmbh, Nestle, New Toyo, Perfetti, Pepsi, Philip Morris, Procter & Gamble, Rohto Mentholatum, SAB Miller, Saigon Beer, SC Johnson, Tetra Pak, Tribeco, Unilever, UNI-President, Vinamilk, Vinacafe, Vietnam Bewery Limited ‰ Finance clients: ACB, Ace Life, AIA, ANZ, AON, Bao Viet, EAB, GE, HSBC, Manulife, Prudential, Sacombank, Societe Generale, VBARD, VCB ‰ Polling and social clients: British Council, Government bodies, UNICEF Cambodia, Singapore Tourism Board ‰ Technology clients: Comvik, FPT, HT Mobile, LG, Mobiphone, Motorola, Nokia, Samsung, S-Fone, Sony Erisson, Viettel, Vinaphone, VNPT, Vodaphone (See chart 7) It’s quite clear that TNS Vietnam source of revenue is mostly from Consumer and Media sectors benchmarking with TNS Global This leaves TNS Vietnam a great opportunity and also a big challenge to further push for other revenue sources from Automotive, Finance, Telecoms, Healthcare and Polling & Social sector clients Page 19 of 31 Chart 7: TNS revenue split by sector in 2005 % – Source: TNS TNS Vietnam TNS Global 19 7 22 34 11 Automotive Finance Telecoms Media 13 Consumer Healthcare Polling & social 67 Automotive Finance Telecoms Media Consumer Healthcare Polling & social 3.2.2 Targeting: TNS Vietnam should use the differentiated targeting strategy based on the above segmentation of the market In Vietnam, TNS is currently the leader in market information industry which is worth around 17 million USD in 2006 (see chart 4) TNS Vietnam should also target itself to be the market leader in delivering services and quality to its clients and drive the market growth in the future 3.2.3 Positioning: In line with the positioning of TNS Global, TNS Vietnam should position itself to be “TNS – the sixth sense of business™” TNS Vietnam should be the leader in delivering value added marketing information and insights, providing companies with market measurement, analysis, insight, advice to help its clients make more effective business decisions by offering a full range of market research services to understand, to confirm and to track consumers’ awareness, attitude, media habits, purchase and usage behaviours Page 20 of 31 3.3 Marketing mix: Into the marketing mix of TNS Vietnam, this section covers aspects of the company marketing mix which are (1) conception, (2) communication, (3) channeling and (4) convincing (see chart 8) Chart 8: Marketing mix flow chart – Source: Strategic & operational marketing management – Professor Jean Pierre Baeyens Competition Conception Decision/Action Communication TARGET SATISFACTION Channeling Buying, using, consuming Convincing Fighting spirit MARKETING PROGRAM (Marketing Mix) 3.3.1 Marketing mix – Conception: The first step in marketing mix is to conceive the “marketing value proposal – MVP” which includes angles of a triangle (1) product, (2) image and (3) price Conception – Product: Consumer, Consumer Panel and TV Audience Measurement are the biggest revenue contributors of TNS Vietnam (89% revenue contribution in TNS Vietnam vs 53% in TNS Global – see chart 7) This shows that TNS Vietnam Page 21 of 31 should rely less on these key products by widening and developing other kinds of services such as Automotive, Healthcare, Finance, Technology and Polling & social in which Automotive, Technology, and Finance promise the strong growth in the very near future in Vietnam But the question is how should TNS Vietnam build its core products? ‰ Consumer: this service should provide strategic tools, innovative approaches and critical insights to help TNS Vietnam clients develop new ideas and products; track and evaluate product performance, advertising and promotions; and forecast sales; factoring in everything that drives, influences and impacts brand success ‰ Consumer panel: this service should provide the continuous measurement and analysis of FMCG consumer purchasing behaviour to give Clients the most incisive insights, to help them solve their existing problems and guide their business to new opportunities ‰ TV Audience Measurement: this service should provide measurement of TV viewing, radio listening and internet usage to provide accurate audience data on a continuous basis And how TNS Vietnam builds the potential products for the future? ‰ Automotive: this service should provide expert measurement, analysis and insights through a complete portfolio of customised and syndicated automotive research services covering advertising, brand building, automotive clinics, new product development, customer satisfaction, market analysis, dealer satisfaction, quality studies and much more ‰ Technology: this service should provide market insights by telling Clients the trends and changes in internet penetration, mobile phone developments, and Page 22 of 31 digital equipment and consumers behaviors to help Clients keep track of the changes in Vietnam technology market and get ready for the future ‰ Finance: this service should provide critical marketing intelligence to ensure profitability and success of Clients’ financial services business by offering expert counsel on product development, brand positioning, pricing, forecasting, market share, share of wallet, stakeholder management, customer satisfaction and loyalty Conception – Image: In terms of image, TNS Vietnam should consistently applies and enhances the positioning slogan “the sixth sense of business™” which means being the best at understanding the world TNS Vietnam clients live in, interpreting the opportunities and dangers that face them, providing a window to their future It also means understanding what is happening today and what will happen tomorrow, providing intelligence that cuts through the noise In summary, TNS Vietnam brand values are summarized and should be put into practice by these key words which are: ‰ Wit: TNS Vietnam should try to have the ability to see the world in sharp focus, looking at the bigger picture (1) by being clever, thinking beyond the obvious and adding more value to what we do; (2) by using our common sense and ingenuity to deliver more insight from our findings; (3) by being practical and recognizing what will work and what will not work; (4) by using sound judgment in all that we ‰ Attitude: TNS Vietnam should try to have a point of view and the confidence to express it (1) by being perceptive; (2) by standing back and thinking things through more objectively; (3) by expressing an opinion based on all the facts Page 23 of 31 and information as well as our intuition; (4) by speaking up and standing our ground because we believe we know what's best ‰ Intelligence: TNS Vietnam should try to find the right answers but also knowing the right questions (1) by being discerning, being able to sort the wheat from the chaff; (2) by being perceptive, really thinking and really seeing things more clearly; (3) by gathering all the facts, information and data and delivering true understanding; (4) by building on our expertise worldwide and capitalizing on it ‰ Imagination: TNS Vietnam should try to look at things differently and seeing beyond the obvious (1) by being creative, thinking outside the box; (2) by developing new skills, ideas and innovative ways of doing things; (3) by using our ingenuity to get things done; (4) by being inventive; (5) by having vision, spotting new trends and thinking ahead Conception – Pricing: Normally pricing process of TNS Vietnam starts from calculating direct cost then indirect cost plus the profit margin and finally some flexible adjustments based on market situation and Clients’ estimated budgets Items calculated in the direct cost often include (1) document cost (2) panelist/interviewer incentive (3) interviewer payment (4) part-time supervisor payment (5) part-time QC (quality control) payment (6) travel & accommodation of fieldwork and QC (7) other telephone and courier cost Items calculated in the indirect cost are time costs of all the people involved in a specific project or service TNS Vietnam pricing strategy is currently premium-positioning (higher than key competitor – AC Nielsen Vietnam), focusing on quality of the service and people Page 24 of 31 not just the mere price The company uses both approaches, market-based pricing and profit-based pricing, depending on market specific situations In order to make it easy for the sales force, all of TNS Vietnam services / products have the official rate-card calculated by the dedicated project team and approved by the management team In conclusion, TNS Vietnam pricing strategy should be premium positioning however having some flexibility and should be in line with the marketing strategy and matches with the product / service portfolio and image conceived to its Clients 3.3.2 Marketing mix – Communication: The second step in marketing mix is Communication – prepare TNS target clients for action by choosing the right message with the right communication tool within the suitable budget in the right context to ensure the right outcome The ultimate goal of Communication is to get TNS clients to be informed, seduced, reassured and convinced that buying and using TNS products/services will bring them the actual benefits For TNS Vietnam, we can use some kinds of communication tools which are (1) advertising; (2) public relations; (3) direct marketing; (4) products; (5) word-ofmouth When building a strategy of communication we should put into consideration the below questions: ‰ Which effects, which targets, which investments and in what term we need for our communication campaigns when defining objectives? Page 25 of 31 ‰ What kind of message, communication tools, relays, campaign roll-outs and context we need to consider for making decisions? ‰ Finally, which kind of tools for final measurement? 3.3.3 Marketing mix – Channeling: The third step in marketing mix is Channeling – to ensure the accessibility / availability of TNS products / services in the best possible conditions guaranteeing the coherence with the Marketing Value Proposal (Image, Product, Price) and choosing the suitable channels to bring TNS services to target clients TNS Vietnam channeling strategy can be through the below channels: ‰ Delivering the services directly to Clients ‰ Delivering the services through TNS regional and global network ‰ Delivering the services through Clients’ advertising, PR agencies ‰ Delivering the services through Clients’ subsidiary; national, regional or global network ‰ Delivering the services through Clients’ specific project team The location can be (1) at TNS’s office; (2) at Clients’ office; (3) at a foreign country or clients’ headquarter; (4) at a specific seminar / conference / workshop 3.3.4 Marketing mix – Convincing: The last step in marketing mix is Convincing – to choose the right tools to convince TNS target clients to act by using (1) promotional advertising; (2) point of sales (POS) material; (3) sales promotion; (4) sales force and above all should be through building a selling mindset and can-do attitude among all TNS staff Page 26 of 31 In order to achieve the above, TNS Vietnam should ask the below questions: ‰ What are the suitable promotional advertising, POS material, sales promotion activities to be fit with Clients’ needs and TNS Vietnam marketing value proposal? ‰ What are the necessary skills, quality and mindset of the sales force to be able to convince TNS target clients to realize the benefits of TNS services and after that to take action to purchase TNS Vietnam services? 3.4 Suggestions and recommendations: from the above analyses, below are key suggestions & recommendations: Market research industry in Asia Pacific is fast growing and leading the global growth in the recent years Vietnam also enjoys a higher growth than the average of Asia Pacific and also higher than the country’s GDP growth which is very favorable for TNS Vietnam’s business Analyzing all the strengths, weaknesses (internal business environment) and opportunities, threats (external business environment), TNS Vietnam currently has all the advantages to push and to enhance its marketing strategy together with the right marketing mix to further consolidate its market leader position and benefit from strong growth of the economy Into the business environment analysis: Vietnam economy is fast growing and is expected to keep its growth of more than 7% in the next years Together with the economy’s growth, there will be a lot of changes in the consumerism of Vietnam The favorable economic environment together with the fast changes in consumers’ behaviors will create lots of opportunities which TNS Vietnam should capture immediately to lead the industry, to develop its clientele size and to strongly grow its revenues Page 27 of 31 As TNS Vietnam works under the umbrella of TNS Global which is one of the biggest market information companies in the world; understanding, analyzing, building and applying the vision, mission and the marketing strategy of TNS Global into Vietnamese context are the prerequisites for the current and future successes of TNS Vietnam TNS Vietnam vision is “To be the leader in delivering value added information and insights that help our clients make more effective business decisions” Its mission is based on global cornerstones which are client orientation, service excellence and cost efficiency, expertise and innovation and people development These cornerstones will also be the sustainable competitive advantages (SCA) of TNS Vietnam, ensuring the company’s future and sustained successes a Client orientation: TNS Vietnam should focus on building partnership by having specialist sectors together with offering research areas of expertise fitting with Clients’ specific needs The key differentiation point which TNS Vietnam should leverage on is that TNS Vietnam is the only market information company in Vietnamese market who can provide one-stop and full package of services for Clients from customized research, business solutions, consumer panel and media currency in Vietnam, being able to provide 360” marketing support for all elements of marketing research b Service excellence and cost efficiency: TNS Vietnam should focus on providing reliability to its Clients and leveraging the core strength that TNS Vietnam is the only research agency in Vietnam with certified quality control system (QCSI = ISO 9000) for more Page 28 of 31 than years and have a wide coverage to other markets like Cambodia, Laos & Myanmar c Expertise and innovation: TNS Vietnam should focus on providing originality to its Clients TNS Vietnam should benefit from being always strong with its experienced and high quality research consultants and being the leader in terms of innovation in Vietnamese market d People development: TNS Vietnam should focus on providing the best people to service its Clients by investing more in training and developing its staff, creating an excellent working environment where everyone enjoys working there and keep the retention rate above 90% for the coming years Segmenting: TNS Vietnam clients are segmented into groups which are (1) automotive clients; (2) healthcare clients; (3) consumer (FMCG) clients; (4) retail clients; (5) finance clients; (6) polling and social clients; and (7) technology clients The key focus now for TNS Vietnam are still consumer (FMCG) clients with its Consumer, Media and Consumer Panel services which account for the vast majority of revenues however the future source of revenues will be retailers, automotive, technology and finance clients which the company should build and develop the suitable and right services to best meet the clients’ needs Targeting: TNS Vietnam should use differentiated targeting strategy based on the above segmentation of the market; trying to maintain the leader position in market information industry in Vietnam in short & long term Page 29 of 31 Positioning: TNS Vietnam should positions itself to be “TNS – the sixth sense of business™” In translating this positioning, the company should be the leader in delivering value added marketing information and insights, providing its clients with market measurement, analysis, insight, advice to help them make more effective business decisions by offering a full range of market research services to understand, to confirm and to track consumers’ awareness, attitude, media habits and purchase and usage behaviours, providing a holistic and panorama view of Vietnamese consumers to the company’s current and potential clients For Conception in terms of product, TNS Vietnam should offer a full range of products/services in relation with the segmentation of the market The company still has to build its core strengths in Consumer, Consumer Panel & Media services while exploring the opportunities to expand the services to Retail, Automotive, Finance and Technology which are very promising in the near future For Conception in terms of image, TNS Vietnam should consistently apply and enhance the positioning slogan “the sixth sense of business™” with its key values (1) wit, (2) attitude, (3) intelligence and (4) imagination into the Vietnamese context and make it understandable and value-added to its Clients 10 For Conception in terms of pricing, the pricing policy should be premium positioning focusing on quality of the service and the quality of people, however having some flexibility and should be in line with the marketing strategy and matches with the product/service portfolio and image conceived to its Clients Page 30 of 31 11 For Communication, TNS Vietnam can use some kinds of communication tools which are (1) advertising; (2) public relations; (3) direct marketing; (4) products; (5) word-of-mouth depending on the specific situation and the allocated budget The ultimate goal is to get TNS clients to be informed, seduced, reassured and convinced that buying and using TNS Vietnam products/services will bring them the actual benefits and returns on investment 12 For Channeling, TNS Vietnam channeling strategy can be (1) directly to Clients; (2) through TNS regional and global network; (3) through Clients’ advertising, PR agencies; (4) through Clients’ subsidiary; national, regional or global network; (5) through Clients’ project team 13 For Convincing, TNS Vietnam should build and push for the selling mindset and can-do attitude through its entire staff by providing the appropriate sales training courses and put into place the right sales incentives to motivate the sales efforts of TNS Vietnam staff Page 31 of 31 REFERENCE LIST Business Monitor International (2007), South East Asia Monitor – volume 1, www.businessmonitor.com ESOMAR Industry Report (2007), Global Market Research 2005, published by ESOMAR, Amsterdam, The Netherlands Jean Pierre Baeyens (2006), Strategic & Operational marketing management subject, HCMC – Vietnam Ralf Matthaes (2006), TNS Vietnam keeps ahead of the trends, Vietnam Investment Review TNS Internet (2007), www.tns-global.com TNS Intranet (2007), http://intranet.tns-global.com