An application of strategic marketing to liksin corporation

Ho Chi Minh City University of Foreign Languages - Information Technology School of Foreign Languages GRADUATION PAPER ADVISOR: JIlF- (J4pn;in (j)mt1L cSi /IlrJJdl , _ STUDENT: (j{qnt;in 9'hj ~ 9'Juii _ Class: KA9602 IIWilil~i Ilflilll~IIr~i 101000428 HCMC, July 2000 :1 I I I I I Ho Chi Minh City University of Foreign Languages - Information Technology School of Foreign Languages GRADUATION PAPER lfCMC, July 2000 - - j.J - LI:I-' Evaluatorts A,ssessmeD,ts ~"~~~'O~'''P U _ ,.7 " """~' -.d" ""","" ,~.••'.~ "~ _~, ,_.,._~ ","_.'!'JI Content Intro d ucti 0n p age 1-3 Chapter 1: An overview of strategic marketing 1.1 The Nature of Strategic Marketing 26-36 1.1.1 Foundation of Strategic Marketing 4-5 1.1.2 Strategic Marketing Planning 1.2 4-25 6-10 Analysis for Strategic Marketing 10-16 1.2.1 Market Segmentation and Forecasting 10-13 1.2.2 Understanding Consumer Behavior 13-16 1.3 Product Strategy 16-19 1.4 Price Strategy 1.5 Distribution Strategy 21-23 1.6 Promotion Strategy 23-24 1.7 Strategic Implementation 24-26 Chapter 2: LIKSIN's ; Foundation and Development Phase 19-21 26-36 2.1 The Foundation 26 2.2 The Company's Objectives 27 2.3 The Liksin's Organizational Structure 27-34 2.3.1 Organizational Structure 27 -28 2.3.2 Function and Duty Of Each Department 28-34 2.4 The Company's Product and Technology 34-35 2.5 The Company Capital 35-36 Chapter 3: LIKSIN's Present Business Performance 37-51 3.1 Import -Export Turnover 3.2 Export Activities 37-40 3.3 Import Activities 40-43 3.4 Operating Expenses 40-47 3.5 Resultant Profit from Business Performance 47-51 Chapter 4: Application Of Strategic Marketing To LIKSIN 4.1 Marketing Present Performance of LIKSIN 37 52-69 52-53 4.1.1 Market Research and Selecting Target Markets 52 4.1.2 Product Strategy 53 4.1.3 Price Strategy 53 4.1.4 Distribution and Promotion Strategies 53 4.1.5 General Comments on Marketing Activities of Liksin Corp 54 4.2 Applying Strategic Marketing to LIKSIN 54-69 4.2.1 Organizing The Marketing Department 54-55 4.2.2 The Company Strategic Objectives 55-57 4.2.3 Market Research and Selecting Target Markets 58-61 4.2.4 Designing a Marketing Mix 61-69 Conclusio n-Reco mm enda tio n Advisor: Nguy~n Dank Si Graduation Paper INTRODUCTION The open-door policy has been a great impact on the economic development of Vietnam Since then, Vietnam has renovated its economy with the aim of establishing the socialist oriented market economy under the state-control These renovations give incentives for all economic sectors to develop as well as to attract much capital from internal and external investment, boosting other sectors to develop simultaneously The renovation enables all economic sectors to expand their productions and businesses With the open-door policy, international trading, particularly the import-export activities, is no longer a new phenomenon in Vietnam Moreover, these activities played an important role in the development of our country They are essential premises for our economy's integration into the international economy Import-export has also initiated in exchanging the relations of culture, trading, modem science and technology between our country and certain countries all over the world The fast integration into the common market in the region as well as in the world is very essential for each of our economic sector However, to enter the international market is not such an easy way In the worldwide environment, entrepreneurs have to face not only the strict competitions but also the challenges of the international business that restrain the development of their businesses How to run the business effectively and how to enter the common market are the deep concerns of all companies Therefore, techniques for business management and marketing research are needed On the other hand, it is necessary to apply Student: NguyJn Thj Nggc Thai IIIIIIMrIQ Advisor: NguyJn Dank Si Graduation Paper strategic marketing to enterprises to help them survive and develop in the complicated environment of the international business Techniques for business management and marketing research have been studied so far Before deciding strategies, the planners had to look at the present performance by carrying out SWOT analysis (David Cotton, 1988) Through this analysis, Managers can better understand the company itself and its environment (Elina Paviainen, 1993) Philip Kotler (1988) examined how companies develop strategic plans to take the advantages of the market opportunities It is questioned that if strategic marketing could be standardized for international market (Steven Skinner, 1994) Therefore, it is clearly that strategic marketing is initial factor deciding the survival and development of a business In this study, I just concentrate on how to apply it systematically and effectively in Vietnam enterprises regardless of their sizes Seizing the opportunities to expand the production and business activities, Enterprises of all sizes have gradually become the multi-functional businesses Their businesses are no longer in the boundary of the country, but spread out over region, even over the world Import-export and the integration into the common market are" in bloom." The objective of this research is just to point out how important the strategic marketing is in the survival of an enterprise within the world market It helps the entrepreneurs have the insight of their business performance Then, they set up effective business plans which will provide them the keys to enter the common market of the region and of the world Materials and information were collected to support this study Discussions with friends and teachers and the persons concerned were made To make this study more practical, I carried out surveys to many companies to get more relevant data and information I have been to Liksin Corporation for practice while I was writing the study In particular, the procedures for carrying out the study can be illustrated as follows: Student: NguyJn Thi NglJc Thai -'rIIiIIdI Advisor " NguY~1l Dank Si Graduation Paper Discussing with friends and teachers Rearranging relevant data Collecting materials & information Writing the study Analysing data and information And in this study, I aim at the application of strategic marketing to Liksin corporation, a leading import-export of printed paper and plastic package company which has registered to achieve the ISO 9002 certificate in Vietnam The study consists of four chapters and its organization is as follows: Chapter introduces the basis thesis used in the study Chapter presents the Liksin's foundation and development The analysis of business performance of Liksin is presented in chapter The practical application of this study is discussed in chapter and the conclusion is stated at the end of the study Student "Nguy~n Thi Nggc Thai .IMIIIJ Couleur Inlpex' Pte Ltd Blk 542 Bukit Balok St 52 #06-551 Singapore 650542 Tel: 65-8998452 Fax: 65-5636407 E-mail: couleur@mbox5.singnct.colll.sg PACKING LIST c ~""",,'~ NM+-< L1KSIN CORPORATION 64-66 TON THAT TUNG ST OIST HO CHI MINH CITY VIETNAM Shipped From: To by sis: HUB TRADER VA 1219 Invoice No : 96303 Ref SIC VN-9923 Shipping Mark: Singapore : L1KSIN CORP VN-9923 HCM - SR VN Ho Chi Minh C I No Contents PLT.1 NIKKA SPRAY POWDER AS 100S 780 KGS 20X39CTNS 780 KGS 8781(GS 122 X 122 X 180 CM (2.68M3) PLT.2 NIKKA SPRAY POWDER AS 100S 720 KGS 20X36CTNS 720 KGS 812 KGS 122 X 122 X189 CM (2.68M3) TOTA; PALLETS ONLY 1500 KGS 20 X75CTNS 1500KGS 1690 KGS 5.36 M3 CR NO: 14958960000K Gr Wt Measurement Couleur Impex Pte Ltd Blk 542 Blikit Satok St 52 #06-551 Singapore 6505-12 Tel: 65-8998452 Fax: 65-5636407 E-mail: cOlllcllr@mbox5.singnct.com.sg PACKING LIST ~"",,'~ N""", L1KSIN CORPORA nON 64-66 TON THAT TUNG ST DIST HO CHI MINH CITY VIETNAM Shipped From: To by sis: HUB TRADER Invoice : 96303 Ref VA 1219 SIC VN-9923 Shipping Mark: Singapore C I No L11(SIN CORP VN-9923 HCM - SR vN Ho Chi Minh I Contents QlIanlily I Net Wt I Gr Wt I Measurement PLT.1 NIf(KA SPRAY POWDER AS 100S 780 KGS 20X39CTNS 780 KGS 878 KGS 122 X 122 X 180 CM (2.68M3) PLT.2 NIKKA SPRAY POWDER 720 KGS 20X36CTNS 720 KGS 812 KGS 122 X 122 X189 CM (2.68M3) 1500 KGS 20 X75CTNS 1500KGS 1690 KGS 5.36 M3 TOTA; PALLETS ONLY CR NO: 14958960000K , No : AS 100S Heod office I NGUYEN CONG TRU Jist HOCHIMINH CITY 81: 8212843 8212M2 ox: (84.8) 8212843 CASPECT 0215/16 CARGO AND SCIENCE TECHNOLOGY INSPECTION CENTEr CASPECT GH1YChung Nh~n Giam Djnh : TEN HANG - THANH PHAN - CONG Dl)NG S6 : 060451 NIV99 Ngay : 01/06/1999 - Hili quan Phu'oe Long - Till1 Due (Phieu Tnmg c5u Giam o!nh s6 839/HQCK nghy 31/05/1999) - C6ng ty LIKSIN Tell hilllg H6a chat (niem phong cila I-Iai quan PhLfoc Long Thll Dt'tc) 01 mau Sf;' ltt(llIg TiJ kIwi II/UlP khd?ll sf/ Ngay yell Call gidm dillh ThiJi /upz hell mall 6829 PL-NKD 31/05/1999 aen 30/06/1999 KETOUA: Mau Ol(QCphan tich t'.li Phong Thi nghiem, tham khao tai lieu ky lhl1~t lien quan, ket qua: Tell him I; : NIKKA SPARY POWDER Thallh phd'lI : AS 100S (D,.lng bot min, milU trang) Chat huu c0 chila nh6m Carbohydrate COllI; dllllg : Cha't ch6ng dinh trang nganh cong nghiep in an * Ghi eM : Mau lhlfc kicm khong phai chat hO'.lt dong be m~t hf(u cu - Ket qua chi c6 gia trj tren mau phan tich Dia diim gidm dill!z Phong Th, nghi~m - Ngay gidm dillh 31/05/1999 & ke tiep P TrLfdng phong ICy thu~t GDll 'I'd n 1'hj TIm TlnlY TillS [ CERTIFICATE IS ISSUElll'lIRSIlANTTO AN INSPECTIONCARRIED OUT MOSTCONSCIENTI'){ 'SI.\' ANIJTOTIIE IlESTOF OUR KNOWl.EDGE ANIJ AIlILlTY I'lliNTED ON TilE REVERSESIDE OF TilE Ol(IGIN,\I.I