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NATIONAL ECONOMICS UNIVERSITY EXCELLENT EDUCATIONAL PROGRAM BACHELOR THESIS Major Marketing Management TOPIC MARKETING MIX PLAN FOR WEST LAKES GOLF & VILLAS PROJECT PHAM NGOC QUYNH Hanoi 2020 Hanoi 20[.]
NATIONAL ECONOMICS UNIVERSITY EXCELLENT EDUCATIONAL PROGRAM BACHELOR THESIS Major: Marketing Management TOPIC: MARKETING MIX PLAN FOR WEST LAKES GOLF & VILLAS PROJECT PHAM NGOC QUYNH Hanoi 2020 NATIONAL ECONOMICS UNIVERSITY EXCELLENT EDUCATIONAL PROGRAM BACHELOR THESIS TOPIC: MARKETING MIX PLAN FOR WEST LAKES GOLF & VILLAS PROJECT Student: Pham Ngoc Quynh Speciality: Marketing Management Class: Marketing Management Intake 58 (Excellent Educational Program) Student’s ID: 11164415 Supervisors: Associate Professor Pham Thi Huyen Hanoi 2020 ACKNOWLEDGEMENTS I would like to send my greatest gratitude and respect to Asc.Prof Pham Thi Huyen for the accomplishment of this research If it hadn’t been for her support and advice, I wouldn’t have found the inspiration to carry out this research I am grateful to Asc.Prof Pham Thi Huyen for her enthusiasm as a teacher and a supervisor I deeply appreciate all the support from BHS Group Real Estate Joint Stock Company, my colleagues, and those participants involved in this research I couldn’t finish this work without their meaningful contributions STATUTORY DECLARATION I affirm that I have written entirely this Bachelor Thesis independently This thesis is an individual work and has no involvement with any other individuals or organization The outside sources are just used to support the theory of this research All of the outside sources and previous research have been cited in the end of this paper There is no copyright infringement in this thesis Hanoi, May 2020 Author TABLE OF CONTENTS ACKNOWLEDGEMENTS STATUTORY DECLARATION TABLE OF CONTENTS LIST OF TABLES EXECUTIVE SUMMARY CHAPTER 1: INTRODUCTION TO THE STUDY 1.1 The rationale of the research 1.2 Research objectives and Research questions 1.2.1 Research objectives 1.2.2 Research questions 1.3 Research methods 1.3.1 Research objects .4 1.3.2 Research issue 1.3.3 Research methodology 1.3.4 Research scopes .4 1.4 The structure of this research CHAPTER INTRODUCTION TO BHS JOINT STOCK COMPANY AND THE WEST LAKES GOLF & VILLAS PROJECT 2.1 Overview of BHS Joint Stock Company (BHS Group) 2.1.1 Preliminary information 2.1.2 Consultant – implementation service package 2.1.2.1 Investment cooperation and project development 2.1.2.2 Packaging product and sales deployment 2.1.2.3 Market research and M&A consultancy 2.1.2.4 Development strategy consulting and marketing implementation 2.1.2.5 Leasing 2.1.3 Target market 2.2 Overview of West Lakes Golf & Villas Project 2.2.1 Preliminary information of the investor C.S.Q Global Investment Joint Stock Company 2.2.2 Principles of C.S.Q Global Investment Joint Stock Company 2.2.2.1 Vision 2.2.2.2 Field of business activities .8 2.2.2.3 Governance model and organizational structure 2.2.2.4 Partner of C.S.Q Global Investment Joint Stock Company 2.2.3 Overview of West Lakes Golf and Villas project 2.2.3.1 Preliminary information 2.2.3.2 Principles information .9 2.2.4 Overview of Ho Chi Minh City’s suburban real estate market .14 2.3 Factors affecting the West Lakes Golf & Villas project 17 2.3.1 Macro environment 17 2.3.1.1 Demographic forces .17 2.3.1.2 Economics forces 18 2.3.1.3 Technological forces 18 2.3.1.4 Political.forces .19 2.3.1.5.,Cultural,forces .20 2.3.2 Micro environment .21 2.3.2.1 The Investor 21 2.3.2.2 Development & sales management consulting firm .21 2.3.2.3 Marketing.intermediaries .22 2.4 SWOT 23 CHAPTER 3: IMPROVING MARKETING PLAN FOR THE WEST LAKES GOLF & VILLAS PROJECT 25 3.1 Customer’s need research 25 3.1.1 Introduction to the survey .25 3.1.2 Applied marketing mix for the West Lakes Golf & Villas project from customers viewpoint 26 3.1.2.1 Respondents’ information 26 3.1.2.2 Detail information .27 3.1.2.3 Applied marketing mix for the West Lakes Golf & Villas project from customers viewpoint 28 3.1.3 Customer’s insight .31 3.2 Target customers and Unique Selling Point of the West Lakes Golf & Villas project 32 3.2.1 Case study 32 3.2.3 Product positioning 36 3.2.4 Unique Selling Point of the West Lakes Golf & Villas project 37 3.3 Proposing marketing mix plan for the West Lakes Golf & Villas project 38 3.3.1 Product 38 3.3.2 Price .41 3.3.2.1 Valuation method 41 3.3.2.2 Paying installments policy .44 3.3.2.3 Sublease policy 45 3.3.3 Place .46 3.3.4 Promotion .47 3.3.4.1 Marketing communication budget 47 3.3.4.2 Marketing timeline implement .48 3.3.4.3 Public Relation 49 3.3.4.4 Digital advertise .50 CHAPTER 4: CONCLUSION AND RECOMENDATION 54 REFERENCE 57 SURVEY 58 YACKNOWLEDGEMENTS .3 STATUTORY DECLARATION TABLE OF CONTENTS LIST OF TABLES EXECUTIVE SUMMARY CHAPTER 1: INTRODUCTION TO THE STUDY 1.1 The rationale of the research 1.2 Research.objectives and Research questions 1.2.1 Research objectives 1.2.2 Research questions 1.3 Research methods 1.3.1 Research objects .4 1.3.2 Research issue 1.3.3 Research methodology 1.3.4 Research scopes .4 1.4 The structure of this research CHAPTER INTRODUCTION TO BHS JOINT STOCK COMPANY AND THE WEST LAKES GOLF & VILLAS PROJECT 2.1 Overview of BHS Joint Stock Company (BHS Group) 2.1.1 Preliminary information 2.1.2 Consultant – implementation service package 2.1.2.1 Investment cooperation and project development 2.1.2.2 Packaging product and sales deployment 2.1.2.3 Market research and M&A consultancy 2.1.2.4 Development strategy consulting and marketing implementation 2.1.2.5 Leasing 2.1.3 Target market 2.2 Overview of West Lakes Golf & Villas Project 2.2.1 Preliminary information of the investor C.S.Q Global Investment Joint Stock Company 2.2.2 Principles of C.S.Q Global Investment Joint Stock Company 2.2.2.1 Vision 2.2.2.2 Field of business activities .8 2.2.2.3 Governance model and organizational structure 2.2.2.4 Partner of C.S.Q Global Investment Joint Stock Company 2.2.3 Overview of West Lakes Golf and Villas project 2.2.3.1 Preliminary information 2.2.3.2 Principles information 10 2.2.4 Overview of Ho Chi Minh City’s suburban real estate market .15 CHAPTER 3: CUSTOMER’S NEED RESEARCH NEED AND FACTORS AFFECTING THE WEST LAKES GOLF & VILLAS PROJECT 18 3.1 Customer’s.segmentation 18 3.2 Customer’s need research 18 3.3 Analyze research result .20 3.3.1 Respondents’ information 20 3.3.2 Detail information 20 3.3.3 Factors affecting buying suburban real estate decision measured by points likert scale 21 3.4 Factors affecting the West Lakes Golf & Villas project 25 3.4.1 Macro environment 25 3.4.1.1 Demographic forces .25 3.4.1.2 Economics forces 26 3.4.1.3 Technological forces 26 3.4.1.4 Political.forces .27 3.4.1.5.,Cultural,forces .28 3.4.2 Micro environment .29 3.4.2.1 The Investor 29 3.4.2.2 Development & sales management consulting firm .30 3.4.2.3 Marketing.intermediaries .30 CHAPTER 4: PROPOSING MARKETING MIX PLAN FOR THE WEST LAKES GOLF & VILLAS PROJECT 32 4.1 Case study 32 4.2 Customer persona .34