(Đồ án hcmute) improving the effectiveness of marketing mix activities for tl ballpoint pen products at thien long group

MINISTRY OF EDUCATION AND TRAINING HO CHI MINH CITY UNIVERSITY OF TECHNOLOGY AND EDUCATION GRADUATION THESIS MAJOR INDUSTRIAL MANAGEMENT TOPIC: IMPROVING THE EFFECTIVENESS OF MARKETING - MIX ACTIVITIES FOR TL - BALLPOINT PEN PRODUCTS AT THIEN LONG GROUP ADVISOR:VO THI XUAN HANH STUDENT’S NAME: LUONG THI THUY HANG STUDENT’S ID: 16131024 SKL 0 HO CHI MINH CITY, DECEMBER 04, 2019 an ` MINISTRY OF EDUCATION AND TRAINING HO CHI MINH CITY UNIVERSITY OF TECHNOLOGY AND EDUCATION FACULTY FOR HIGH QUALITY TRAINING  GRADUATION THESIS TOPIC: IMPROVING THE EFFECTIVENESS OF MARKETING - MIX ACTIVITIES FOR TL - BALLPOINT PEN PRODUCTS AT THIEN LONG GROUP Advisor: MBA Vo Thi Xuan Hanh Student’s Name: Luong Thi Thuy Hang Student's course: 2016 Student’s ID: 16131024 Major: Industrial Management Ho Chi Minh City, December 04, 2019 an COMMENTS OF INSTRUCTOR - Ho Chi Minh City, …/…/2019 Instructor i an COMMENTS OF CRITICAL LECTURER - Ho Chi Minh City, …/…/2019 Critical Lecture ii an ACKNOWLEDGEMENTS In the process of making this report, I feel very fortunate to have received so much help from the company, my family, lecturers, friends First of all, I would like to thank Ms Vo Thi Xuan Hanh, lecturer’s Faculty of Economics at Ho Chi Minh City University of Technology and Education Ho Chi Minh, the most sincere thanks to her for wholeheartedly guiding me to carry out the project through discussions Without the guidance and editing from her, my graduation thesis will be difficult to complete Once again, I would like to sincerely thank you Then, I would like to thank the employees who work at Thien Long Group Corporatio especially the Marketing Department members who have always been enthusiastic and support me during the internship So I have enough data to my internship report and graduation thesis In addition, I would like to thank lecturers’s Faculty for High Quality Training for giving me the basic knowledge about the field of economics in the learning process, helping me have a good basis for implementing the thesis well During this internship, I was exposed to the real environment, learning about the distribution of stationery products I was still quite limited of knowledge as well as the time when I only practiced for three months So, my graduation thesis also cannot avoid shortcomings Therefore, I really want to receive valuable suggestions from lecturers to improve the topic Finally, I wish the lecturers are always healthy, TLG always has good business results and grows stronger I thank you all sincerely! Ho Chi Minh City, December 04, 2019 Luong Thi Thuy Hang iii an LIST OF ACRONYMS Acronyms Meaning of words ASM Area Sales Manager AQL Acceptable Quality Level CPC Cost – Per – Click DMS Distributor Management System GDP Gross Domestic Product GT General Trade MT Modern Trade QC Quality Control R&D Research and Development SBU Strategic Business Unit TLG Thien Long Group WTO World Trade Organization iv an LIST OF FIGURES Figure 1.1: The organizational structure of Thien Long Group Corporation Figure 2.1: Distinguish marketing policies and marketing strategies 10 Figure 2.2: Basic Marketing – Mix Model 11 Figure 2.3: Types of distribution channels 15 Figure 2.4: The main activities of mixed promotion 17 Figure 3.1: The organizational structure of Marketing Department 20 Figure 3.2: Market share of pen products in 2019 29 Figure 3.3: Prices of TL ballpoint pen by market segment 32 Figure 3.4: Description of retail distribution channels directly to consumers 37 Figure 3.5: Photos of signs at Thien Long’s retail points 38 Figure 3.6: Billboard at Nguyen Thi Minh Khai Street 38 Figure 3.7: Customer conference 2019 39 Figure 3.8: TL - Ballpoint pen shelf at the 2019 customer conference 40 Figure 3.9: Student of HCMC University of Technology and Education participated in the Exam Season Supporting Program 2018 42 Figure 3.10: Review Conference for the Exam Season Supporting Program 2018 42 v an LIST OF TABLES Table 1.1: Business results of the Company in the period of 2016 - 2018 Table 3.1: Analysis of TL pen product’s revenue in the period of 2016 - 2018 30 Table 3.2: Revenue of pen products of the company for the period 2016 - 2018 43 Table 4.1: SWOT analysis of Thien Long Group 61 vi an TABLE OF CONTENTS PREFACE CHAPTER 1: THE INTRODUCTION TO THIEN LONG GROUP 1.1 Overview of Thien Long Group 1.1.1 General information 1.1.2 Mission, vision, core values & 5-year strategic goals of TLG 1.1.3 Subsidiaries 1.2 History and development milestones 1.3 Scope of activities 1.3.1 Scope of activities of Thien Long Group and its subsidiaries 1.3.2 Main product lines of Thien Long Group 1.4 Organizational structure at Thien Long Group 1.5 The financial situation of TLG in the period 2016-2018 1.6 Summary of chapter CHAPTER 2: THEORETICAL BASIS OF MARKETING-MIX ACTIVITIES 10 2.1 Marketing – Mix activities in the business 10 2.1.1 Definition, distinguish marketing policies and marketing strategies 10 2.1.2 The role of Marketing - Mix policy in the business 10 2.1.3 The structure of Marketing – Mix policy in the business 11 2.1.4 The basic content of the Marketing – Mix policy 11 2.2 The criteria to evaluate the effectiveness of Marketing – Mix activities 18 2.2.1 Criteria for evaluating product policies effectiveness 18 2.2.2 Criteria to evaluate price policies effectiveness 18 2.2.3 Criteria for evaluating distribution policies effectiveness 19 2.2.4 Criteria for evaluating the promotion policies effectiveness 19 vii an 2.3 Summary of chapter 19 CHAPTER 3: CURRENT SITUATION OF MARKETING – MIX ACTIVITIES FOR TL - BALLPOINT PEN PRODUCTS AT THIEN LONG GROUP 20 3.1 The organizational structure and duties of the Marketing department 20 3.1.1 The organizational structure of Marketing Department 20 3.1.2 The Duty 20 3.2 Real situation of Marketing – Mix activities for TL - Ballpoint Pen Products at Thien Long Group 24 3.2.1 The position of the business; Characteristics of sales activities, customers 24 3.2.2 Product strategy 26 3.2.3 Price policy 30 3.2.4 Distribution policies 34 3.2.5 Promotion policy 37 3.3 General assessment of Marketing activities for TL - ballpoint pen products of Thien Long Group in the period 2016-2018 43 3.3.1 Achievements 43 3.3.2 Limitations Marketing - Mix activities for TL's ballpoint pen products 46 3.3.3 Factors influencing Marketing- Mix activities of Thien Long Group 46 3.4 Summary of chapter 60 CHAPTER 4: COMMENTS AND SOLUTIONS TO IMPROVE THE EFFECTIVENESS OF MARKETING - MIX ACTIVITIES FOR TL BALLPOINT PEN PRODUCTS AT THIEN LONG GROUP 60 4.1 SWOT analysis for Thien Long Group 61 4.2 The development orientation and business goals of TLG 62 4.2.1 Development orientation of TLG in 2020 62 4.2.2 Business goals 62 viii an 4.4.2 For Thien Long Group  Thien Long Group needs to build a business viewpoint suitable to the current competitive environment Marketing costs should be considered as an amount that the Company needs to invest in the long term  Retailers, manufacturers, and distributors of competitors who are gradually exploiting this nearly 100 million population market will have a great impact on Thien Long Group Therefore, Thien Long needs to proactively take root, improve its reputation, brand and position in the market TLG’s products must always ensure high quality and often change designs, eye-catching designs, striking, suitable and meet the needs of consumers 4.5 Summary of chapter Overall chapter has outlined specific solutions to improve Marketing - Mix activities at Thien Long Group including solutions to improve the effectiveness of pricing policies, product policies, distribution policies and promotion policy There are also general solutions that the company can consider, from which it can make recommendations, proposals suitable to the current context and situation of TLG 68 an CONCLUSION Marketing - Mix activities are always valued by TLG because this is an essential activity in order to improve the quality of the company's products to compete with other competitors and be a bridge between the company and customers The departments in the company always incorporate the tools of marketing – mix to deploy the work in the best way, contributing to increasing the effectiveness of the company's business activities With the efforts of all the company's employees, the company has achieved much success in recent years Thanks to the efforts of the board of directors and the departments, the company is increasingly launching quality products to serve the needs of consumers Through the topic: “Enhancing the effectiveness of Marketing - Mix activities for TL - ballpoint pen products at Thien Long Group Corporation” It shows the product policies, pricing, distribution channels and promotion that TLG is applying to TL - ballpoint pen products After thoroughly studying the Marketing - Mix tools that the company is applying, it has shown that the company is always trying to implement and perfect Marketing - Mix activities in its company However, there are still some shortcomings, the report has presented some solutions to improve the effectiveness of Marketing - mix activities for TL - ballpoint pen products at Thien Long Group Corporation 69 an REFERENCES BOOKS Trần Minh Đạo (2006) Giáo trình Marketing NXB Đại học Kinh Tế Quốc Dân Dương Thu Minh (2017) Nghiên cứu lý luận hiệu kinh doanh doanh nghiệp Phan Trọng Nhân (2013) Giáo trình Quản trị Marketing NXB Lao động – xã hội Thành phố Hồ Chí Minh Hà Ngọc Thắng (2016) Nghiên cứu yếu tố ảnh hưởng đến ý định mua sắm trực tuyến người tiêu dùng Việt Nam Tạp chí khoa học Đại học quốc gia Hà Nội, số Nguyễn Thị Hương Trầm (2019) Nâng cao hiệu hoạt động bán hàng công ty TNHH Giải Pháp Nhà Bếp Khóa luận tốt nghiệp, Đại học Sư phạm Kỹ Thuật TP Hồ Chí Minh Nguyễn Mạnh Tuân (2010) Cơ sở lý luận thực hành Marketing NXB Đại học Quốc gia Hà Nội Thành phố Hồ Chí Minh Trần Thị Thanh Xuân (2016) Nghiên cứu hoạt động Marketing - Mix công ty TNHH TM Vạn Phúc Khóa luận tốt nghiệp, Đại học Sư phạm Kỹ thuật TP Hồ Chí Minh James, A (2003) Public Policy Analysis-An Introduce Prentice Hall Philip, K (2009) Makerting TP.HCM: NXB Thống kê 10 Philip, K (2009) Quản trị Marketing TP.HCM: NXB Thống kê 11 John, W (2008) Hoạch định chiến lược Marketing hiệu NXB Tổng hợp Thành phố Hồ Chí Minh WEBSITE, ELECTRONIC JOURNAL Brands Vietnam (11/5/2016) Bút viết tăng trưởng chậm, Thiên Long tập trung vào dụng cụ văn phòng Retrieved from: https://www.brandsvietnam.com/9427-Butviet-tang-truong-cham-Thien-Long-tap-trung-vao-dung-cu-van-phong Brands Vietnam (15/2/2019) Những xu hướng khuấy động thị trường kinh doanh giới năm 2019 Retrieved from: https://www.brandsvietnam.com/17729-Nhung-xuhuong-se-khuay-dong-thi-truong-kinh-doanh-the-gioi-nam-2019 70 an CafeF (7/11/2017) Thị trường văn phòng phẩm – Sự yếu hàng nội Retrieved from: http://cafef.vn/hang-tieu-dung/thi-truong-van-phong-pham-suyeu-the-cua-hang-noi DanSo (13/10/2019) Dân số Việt Nam năm 2019 Retrieved from: https://danso.org/viet-nam/ Flexoffice.com (2019) Retrieved from: https://flexoffice.com/collections/but-bi Luật Viet Nam (25/3/2019) Đối tượng chịu thuế bảo vệ môi trường năm 2019 Retrieved from: https://luatvietnam.vn/thue-phi/doi-tuong-chiu-thue-bao-ve-moitruong-2019-565-19458-article.html Human Resouces Department (2019) HCM City: Thien Long Group Marketing Department (2019) HCM City: Thien Long Group Thien Long Group (2019) Retrieved from: http://thienlonggroup.com 10 Thien Long Group (2016) Báo cáo thường niên 2016 Retrieved from: thienlonggroup.com:http://thienlonggroup.com/quan-he-co-dong/wpcontent/uploads/2018/04/TLG_BCTN_2016.pdf 11 Thien Long Group (2017) Báo cáo thường niên 2017 Retrieved from: thienlonggroup.com:http://thienlonggroup.com/quan-he-co-dong/wpcontent/uploads/2018/04/TLG_BCTN_2017.pdf 12 Thien Long Group (2018) Báo cáo thường niên 2018 Retrieved from: thienlonggroup.com:http://thienlonggroup.com/quan-he-co-dong/wpcontent/uploads/2018/04/TLG_BCTN_2018.pdf 13 Tuổi trẻ Online (20/5/2019) Tốc độ tăng trưởng kinh tế Việt Nam thuộc nhóm cao giới Retrieved from: https://tuoitre.vn/toc-do-tang-truong-kinh-tecua-viet-nam-thuoc-nhom-cao-nhat-the-gioi-20190520100401026.htm 14 VN Express (12/6/2019) Đua song mã thị trường tập bút Retrieved from: https://vnexpress.net/kinh-doanh/dua-song-ma-tren-thi-truong-tap-but3936834.html 15 Zing.vn (28/12/2018) Bức tranh kinh tế Việt Nam 2018 Retrieved from: https://news.zing.vn/buc-tranh-kinh-te-viet-nam-nam-2018-qua-cac-con-sopost904083.html 71 an APPENDICES Appendix 1: TL-ballpoint pen products of Thien Long Group Corporation 73 Appendix 2: Product description of some TL-ballpoint pen products 75 Appendix 3: Description of packaging specifications for TL-ballpoint pen products 76 Appendix 4: Retail price of some TL-ballpoint pen products 78 Appendix 5: Policy proposal for return and exchange products from distributors 80 Appendix 6: Discount proposal for some product codes of TL-ballpoint pens with high revenue (discount by quarter) 81 72 an Appendix 1: TL - ballpoint pen products of Thien Long Group Corporation Product code TL – 08 TL – 023 TL – 025 TL – 027 TL – 031 TL – 036 TL – 047 TL – 048 Illustration 73 an TL – 049 10 TL – 061 11 TL – 062 12 TL – 079 13 TL – 089 14 TL – 090 15 TL – 093 16 TL – 095 17 TL – 097 (Source: Product Catalog 2019) 74 an Appendix 2: Product description of some TL - ballpoint pen products Product code Description - 0.8mm pen tip, made in Switzerland - Convenient click design TL – 08 - Ink suitable for everyone - Meet ASTM D-4236 standards - 0.8 mm pen tip, made in Switzerland TL – 023 - Slim pen body, easy to hold - Convenient click design - Meet ASTM D - 4236 standards - 0.7 mm pen tip, made in Switzerland - Convenient click design with grip TL – 036 - Grip helps smooth and reduce slippery when writing frequently - Inks meet EN71 / 3, ASTM D – 4236 standards - mm pen tip, made in Switzerland - Cone shape pen tip, Jumbo shape pen gut TL – 048 - Pen tip made of high-grade alloy: Tungsten Carbide - The writing ink is smooth, the amount of ink is times more than the normal pens - 0.5mm Pen tip, needle shape made in Switzerland TL – 097 - Writable lengths: 1,000-1,500m - Inks meet ASTM D-4236, ASTM F 963-91, EN71/ 3, TSCA standards (Source: http://tl.thienlonggroup.com/) 75 an Appendix 3: Description of packaging specifications for TL - ballpoint pen products Product's code Unit Packing TL-08 pcs 20 pcs / box, 60 boxes (1,200 pcs)/carton TL-023 pcs 20 pcs / box, 60 boxes (1,200 pcs)/carton TL-025 pcs 20 pcs / box, 60 boxes (1,200 pcs)/carton TL-027 pcs 20 pcs / box, 60 boxes (1,200 pcs)/carton TL-031 pcs 20 pcs / box, 60 boxes (1,200 pcs)/carton TL-036 pcs 20 pcs / box, 60 boxes (1,200 pcs)/carton TL-047 pcs 12 pcs / box, 50 boxes (600 pcs) / carton 76 an TL-048 pcs 10 pcs / box, 40 boxes (400 pcs) / carton 10 TL-049 TL-061 20 pcs / box, 60 boxes (1,200 pcs) / pcs carton pcs 20 pcs / box, 60 boxes (1,200 pcs) / carton 11 TL-062 pcs 20 pcs / box, 60 boxes (1,200 pcs) / carton 12 TL-079 pcs 20 pcs / box, 60 boxes (1,200 pcs) / carton 13 TL-089 pcs 20 pcs / box, 60 boxes (1,200 pcs) / carton 14 TL-090 pcs 20 pcs / box, 100 boxes (2,000 pcs) / carton 15 TL-093 pcs 20 pcs / box, 100 boxes (2,000 pcs) / carton 16 TL-095 pcs 20 pcs / box, 60 boxes (1,200 pcs) / carton (Source: Product Catalog 2019) 77 an Appendix 4: Retail price of some TL ballpoint pen products Product's name Unit Color Retail price (VND) TL-08 pcs Blue, Purple, Red, 4,100 Black, Pink, Green TL-023 pcs Blue, Purple, Red, 4,800 Black TL-025 pcs TL-027 pcs TL-031 pcs Blue, Red, Black 10,600 TL-036 pcs Blue, Red, Black 13,100 TL-047 pcs TL-048 Blue, Red, Black Blue, Red, Black Blue, Red, Black pcs Blue, Red, Black 78 an 5,900 4,400 7,900 27,000 TL-049 pcs 10 TL-061 pcs 11 TL-062 pcs 12 TL-079 pcs 13 TL-089 pcs TL-090 pcs 14 Blue, Red, Black Blue, Red, Black Blue, Red, Black Blue, Red, Black Blue, Red, Black Blue, Red, Black, 5,000 4,100 4,100 4,300 3,800 2,900 Purple 15 TL-093 pcs Blue, Red, Black, 3,200 Purple 16 TL-095 pcs 17 TL-097 pcs Blue, Red, Black Blue, Red, Black (Source: Flexoffice.com) 79 an 8,600 3,600 Appendix 5: Policy proposal for return and exchange products from distributors In order to best serve our customers on the return and exchange of products, please refer to the information below, we will receive your request and process within 48 working hours Conditions for exchanging and returning products - The product is not used, is not dirty and intact stamps and labels - Exchange service only applies to products of the same type - Invoices are intact, not patched or erased Conditions of time to issue invoices Shipment customers request exchange - return must be within a period of 90 days (03 months) from the date of invoice Steps to exchange products Within 90 days after receiving the goods, you want to change products, depending on the delivery area, just follow these steps: - Please contact Hotline (08) 37543866 or SMS - Email to www.thienlonggroup.com to register for exchanging  Option 1: Delivery staff will bring the product you want to exchange to the distributor, and get back the original product  Option 2: Directly exchange at Tan Luc branches Return products In the event that the product meets the customer's requirements, TLG will not handle the return from the customer after payment and receipt Therefore, please check carefully before making payment to ensure the interests of customers (Source: Author proposed) 80 an Appendix 6: Discount proposal for some product codes of TL-ballpoint pens with high revenue (discount by quarter) Product code TL-023 TL-025 TL-031 TL-047 TL-049 TL-061 TL-062 TL-089 TL-093 TL-095 TL-097 Unit Pcs Pcs Pcs Pcs Pcs Pcs Pcs Pcs Pcs Pcs Pcs (Source: Author proposed) 81 an Price (+VAT) VND 2,800 VND 3,500 VND 5,900 VND 4,500 VND 2,800 VND 2,400 VND 2,300 VND 2,200 VND 1,900 VND 4,800 VND 2,000 % Discount 12% S an K L 0 ... policies for the product as follows: 3.2.2.1 The main TL - ballpoint pen products of Thien Long Group Corporation The main TL - ballpoint pen products of Thien Long Group Corporation refers to Appendix... for TL - Ballpoint Pen products at Thien Long Group - Chapter 4: Comments and solutions to enhancing the effectiveness of Marketing – Mix activitive for TL - Ballpoint Pen products at Thien Long. .. department 3.2 Real situation of Marketing – Mix activities for TL - Ballpoint Pen Products at Thien Long Group Corporation 3.2.1 The position of the business; Characteristics of sales activities, customers