MINISTRY OF FINANCE ACADEMY OF FINANCE Student Nguyen Thi Khanh Ly Group CQ56/51 01 GRADUATION THESIS TOPIC THE SITUATION OF MARKETING ACTIVITIES AT BVTT CONSTRUCTION AND TRADING SERVICE JSC AND SOME[.]
MINISTRY OF FINANCE ACADEMY OF FINANCE Student: Nguyen Thi Khanh Ly Group: CQ56/51.01 GRADUATION THESIS TOPIC: THE SITUATION OF MARKETING ACTIVITIES AT BVTT CONSTRUCTION AND TRADING SERVICE JSC AND SOME ADVANCED SOLUTIONS TO IMPROVE THE PERFORMANCE OF MARKETING WORK Major : English for Finance and Accounting Student code : 1872202010015 Supervisor : MA Doan Thi Thuy Hanoi – 2022 MINISTRY OF FINANCE ACADEMY OF FINANCE Student: Nguyen Thi Khanh Ly Group: CQ56/51.01 GRADUATION THESIS TOPIC: THE SITUATION OF MARKETING ACTIVITIES AT BVTT CONSTRUCTION AND TRADING SERVICE JSC AND SOME ADVANCED SOLUTIONS TO IMPROVE THE PERFORMANCE OF MARKETING WORK Major : English for Finance and Accounting Student code : 1872202010015 Supervisor : MA Doan Thi Thuy Hanoi – 2022 DECLARATION I hereby state that I, Nguyen Thi Khanh Ly, being a student of Faculty of Foreign Languages, Academy of Finance certifies my authorship of the thesis submitted today entitled: “The situation of marketing activities at BVTT construction and trading service JSC and some advanced solutions to improve the performance of marketing work” The thesis is the study of my own work and substance of the thesis has not, wholly or in part, been submitted for a degree to any other universities or institutions Ha Noi, May 2022 Nguyen Thi Khanh Ly ABSTRACT The thesis studies the situation of marketing activities of BVTT construction and trading service JSC and some advanced solutions to improve the performance of marketing work from perspective of 4-year-student of Faculty of Foreign Languages, Academy of Finance The purpose of this thesis is to learn about the actual situation of marketing at the company, thereby finding out the remaining problems in the marketing strategy and what are the causes of those problems From those limitations and causes, propose solutions to improve the company's marketing The writer has made the analysis based on the business report as well as the analysis of the company's activities in order to find the most correct solutions to help the quality of the company's marketing work more and more effective ACKNOWLEDGEMENTS In my exploring of knowledge and in the course of completing this thesis, many individuals have assisted me I would like to acknowledge wholeheartedly their assistance, cooperation and encouragement which all contributed to make this study completed This thesis would not have been feasible without their guidance and help of which in one way or another rendered their valuable assistance during the whole process of carrying out and completing this study First and foremost, I would like to express my utmost gratitude to my supervisor, M.A Doan Thi Thuy for her precious guidance and constructive criticism from the start of my work She has constantly provided me with encouragement and support I would not have made steady progress without her kind support It is an honor for me to have her guidance as a supervisor to complete my thesis Second, I owe special thanks all the teachers at Academy of Finance who have imparted valuable lessons expertise knowledge during the past years Without them, this study could have never been completed I also wish to thank all my colleagues at Academy of Finance who are the subjects of my thesis for their willingness to answer the questionnaire and interview Without their help, I could not have finished the thesis Last but not least, I also owe a deep debt of gratitude to my beloved friends and family members for their unfailing encouragement and valuable support until the completion of this research LIST OF FIGURES AND TABLES No Tittle Diagram Marketing Mix Tools Page 12 1.1 Table 2.1 Main business sectors of BVTT construction and trading service JSC Diagram Organization structure of BVTT construction and trading 2.1 Table 22 24 service JSC Income Statement from 2019-2021 26 Diagram The company's revenue chart from 2019-2021 28 2.2 2.2 Table 2.3 Table 2.4 Analysis of total profit structure of the last years (2020- 29 2021) Capital structure and capital contribution rate of foundation 31 shareholders Diagram The BVTT Company’s product distribution channel diagram 47 2.3 Table Objectives, tasks of company 53 3.1 Diagram The parts of the marketing department 3.1 58 TABLE OF CONTENTS DECLARATION .i ABSTRACT ii ACKNOWLEDGEMENTS .iii LIST OF FIGURES AND TABLES iv TABLE OF CONTENTS v INTRODUCTION 1 Rationale of the study .1 Aims of the study Scope of the study Methodology Organization of the study CHAPTER 1: LITERATURE REVIEW 1.1 The basic concepts .3 1.1.1 The definition of Marketing .3 1.1.2 Classification of Marketing 1.1.2.1 Traditional Marketing 1.1.2.2 Modern Marketing 1.1.2.3 Marketing Mix 1.1.3 Basic Functions of Marketing 1.1.4 The role of marketing in business 1.2 Content of Marketing Mix activities in the business 1.2.1 Market segmentation 1.2.2Target Positioning 10 1.2.3 Marketing Mix .11 1.2.3.1 Marketing Mix Strategy 11 1.2.3.3 Marketing Mix Tools 12 1.3 Factors Influencing Business Marketing 13 1.3.1 External Factors .13 1.3.1.1 Political and regulatory .14 1.3.1.2 The Economic Environment .14 1.3.1.3 The Competitive Environment 15 1.3.1.4 The Technological Environment 15 1.3.1.5 The Social and Cultural Environment 16 1.3.2 Internal Factors .16 1.3.2.1 Resources 16 1.3.2.2 Capabilities and core competencies 17 1.3.2.3 Management values and corporate culture 17 1.3.2.4 Stakeholder goals 17 1.4 Criteria for Evaluating Your Marketing Activity 17 1.4.1 Market Reaction .17 1.4.2 Customer Response 18 1.4.3 Sales Performance 18 1.4.4 Cost-Per-Acquisition 19 CHAPTER 2: THE STUDY 21 2.1 Overview of BVTT at BVTT Construction and Trading JSC 21 2.1.1 Process of formation and development of the company 21 2.1.2 Functions of tasks and business sectors 21 2.1.3 Organizational structure of the company apparatus .24 2.1.4 Report on results of production and business activities 26 2.2 Technical and economic effects affecting marketing activities at the company.30 2.2.1 Capital characteristics 30 2.2.2 Characteristics of human resources 31 2.2.3 Characteristics of customers and competitors 32 2.2.4 Characteristics of corporate culture .35 2.3 Marketing status at the company .36 2.3.1 Market research activity 36 2.3.2 Customer characteristics 38 2.3.4 Market segment and target market 40 2.3.5 Marketing Mix strategy of the company 43 2.3.5.1 Product Policy .44 2.3.5.2 Price Policy 45 2.3.5.3 Product Distribution Policy 47 2.3.5.4 Sales Promotion Policy .48 2.4 Assessing the successes, limitations of existence and causes 49 2.4.1 The success achieved in the company's marketing activities 49 2.4.2 Causes and limitations exist in the company's marketing activities 50 CHAPTER 3: THE RECOMMENDATIONS 52 3.1 Direction, objectives and tasks in the coming time 52 3.1.1 Direction 52 3.1.2 Objectives, tasks .52 3.2 Recommendations to complete marketing activities at the Company 54 3.2.1 Recommendations for product policy 54 3.2.2 Recommendations for price policy 55 3.2.3 Recommendations for product distribution policy 56 3.2.4 Recommendations for sales promotion policy .56 3.2.5 Recommendations for the company .58 3.2.5.1 Establishment of Marketing department .58 3.2.5.2 Training staff .59 CONCLUSION .61 REFERENCES 62 INTRODUCTION Rationale of the study In the context of the volatile market economy, especially the increasingly fierce competition, marketing is considered as one of the indispensable tools in production and business activities, contributing to helping businesses create prestige and a strong position in front of competitors Marketing helps businesses find customers and push their products towards them In the market mechanism, if an enterprise enters the business without understanding marketing, it is like a living organism that separates itself from the conditions of existence Marketing-mix is the most basic element in marketing activities These are activities aimed at improving the competitiveness of enterprises and adapting to market fluctuations Decisions about products, prices, distribution and promotion play an important role throughout the entire production and business process of enterprises However, current marketing decisions are still the weak point of many Vietnamese businesses Most still not understand the nature and importance of these activities, but only it based on their own experience and those of previous companies Therefore, the enterprise budget used for marketing activities is not small, but still has not been effective, causing waste Realizing the importance of Marketing to businesses, along with the internship period at BVTT construction and trading JSC, the writer chose the topic: “The situation of marketing activities at BVTT construction and trading service JSC and some advanced solutions to improve the performance of marketing work” Aims of the study ... situation of marketing activities at BVTT construction and trading service JSC and some advanced solutions to improve the performance of marketing work? ?? The thesis is the study of my own work and. .. The situation of marketing activities of BVTT Construction and Trading Service JSC Chapter 3: Some advanced solutions to improve the performance of marketing work at BVTT Construction and Trading. .. construction and trading service JSC and some advanced solutions to improve the performance of marketing work? ?? Aims of the study The topic focuses on researching marketing activities at the BVTT construction