Analysing the marketing mix strategy of sa giang import and export corporation

• I I I • I F.'.-=;'~=.~=.~~".-"'=-."=."-"'.-"'=."=."=."=."=."'=-."'-'".•.• = = •• - •.• - • = - •.• = •.• =- - • = = = = ••• = ••• =:.-=n ~ ' r " ACKNOWLEGEMENT 'il, II 89*03 ] First of all, I would like to express my gratitude to all respectful professors at HUFLIT, especially to Dean Nguyen Ngoc Huan and those in International i, Business Administration i' background through my four year at university ~ ~ '1 Department, who have given me useful literature 'il, il ':1 '~ 'il I also wish to show my deep thank to Dr Nguy~n DliG Hoai Anh for her ~ ~ '~ f d.evoted guidance that helps me to finish my research Without her, I would never ~ ~ ~i " 'il know whether I could fmish my research at it best ~ i~ ~ I gratefully acknowledgement all my advice, recommendation of Mr ~j ~' Nguy~n Trung Dan - General director of SAGIMEXCO and Mr Dc;ing Thanh 'il ~ ~ il Buu - director of Branch office in HCM city ~ t: It 'il ~ I also owe many thanks to my family for their facilitations during the time I ] r t il am carry out my research ])1 II~ together studying year in sweet university years They have been by my side until ~ 'il 'I the last second the research is fmished 'il Finally yet importantly, I thanks my friends in class KD-0304 for four our ~ ij t ~ ~ I il I I I l 'il ~ ~ • 'jl 'j 'if ~ ij ij ~ TIDEU KIM LUAN 'il ~ ~ tl ~~~~~~~~~~~~~~~~~~~~~~~~~~~~~-~~~-~ ABSTRACT Nowadays, the number of companies all over the world is increasing rapidly because of the high economy development fierce competitions companies among companies from different in a same industry In additional, significantly and globalization countries That cause and among the market trends change rapidly and To survive and develop in this endless economic war, companies must not only alert to the fast changes of the market trends flexibly but also have competitive advantages in current situation In these fierce competitions, marketing is the vital tool for the companies Recognizing the important role of marketing companies try to set up effective marketing Marketing mix strategy, requires a combination market seem Mastering, planning, to be difficult SAGIMEXCO strategies which is a major component of understanding size companies an effective marketing survival and development the past, it still faces the fierce coming globalization strategy, theory as well as the marketing As a small strategy size company, face to many challenges and difficulties in prawn cracker industry Therefore, SAGIMEXCO' survival, it is not easy of a marketing and appraising where the demand is not high but the competitive fiercer However, basic marketing implementing for small for the business environment become fiercer and mix strategy is important Although SAGIMEXCO competitors to succeeds in when the economy and develop strongly That is the reason why the writer choose the topic in which SAGIMEXCO' marketing mix strategy of prawn cracker analyzed through basic marketing theories and secondary information product is combining 11 • SWOT analysis The writer want to analyze the company's to have a better understanding sized company; strategy and to identify for suggesting opportunities of marketing strengths some suggestions marketing mix strategy mix implement and weaknesses for the company in a small-medium in marketing combining mix with the and threats This study includes three parts: introduction, four chapters and conclusion In detail, chapter I is about some basic marketing theory; especially focus on the selling and marketing Phili Kotler's SAGIMEXCO the company describes marketing theory The mix strategy based mainly on overview and current situation of are included in chapter II Through the secondary collected from combining the current SAGIMEXCO concepts and on marketing with the knowledge marketing mix strategy of basic marketing, and the in chapter III In addition, by the information III, the writer recommends SWOT the writer analysis of analyzed in chapter the suggested solution for the marketing mix strategy of prawn cracker product for the company after writing some factors influencing the marketing mix strategy • iii LIST OF FIGURES Figure 1: The selling and marketing concepts contrasted Figure 2: Organization with a Marketing Orientation Carry out • the Marketing concept Figure 3: The Marketing management process Figure 4: Overview of Marketing Strategy Planning Process Figure 5: The four P's of the Marketing mix 14 Figure 6: Strategy planning for producL 15 Figure 7: Typical Product Life Cycle of a new Product concept 17 Figure 8: Basic Promotion Methods and Strategy planning 20 Figure 9: Relation of Promotion Objectives, Adoption Process, AIDA Model 23 Figure 10: Strategy Planning for Price 24 Figure 11: The SAGIMEXCO DONG THAP's structure 35 Figure 12: The market share of prawn crackers in foreign markeL 46 Figure 13 Food hygiene quality certificate Code HK129 of SAGIMEXCO 49 Figure 14 Some typical product package of SAGIMEXCO 51 Figure 15 The proportion of SAGIMEXCO chips in year 2006 52 • iv • LIST OF TABLES Table 1: Examples of Sales Promotion Activities 22 Table 2: Total revenue of foreign markets in year of 2004, 2005 and 2006 40 Table 3: Total revenue of domestic markets in year of 2004,2005 and 2006 41 v CONTENT Acknowledgements i Abstract ii List of figures iv List of tables v Content vi INTRODUCTION • Research paper objectives Scope of research Research method Contents of the research CHAPTER I: LITERATURE REVIEW An overview of Marketing 1.1 What is Marketing 1.2 Definitions of marketing 1.3 Marketing's role and activities in an organization 1.4 The strategic management process Marketing strategy 2.1 Definition and determinants 2.2Six missions of marketing strategy 10 ~ vi 2.3 Target market 10 204 Three principles to improve marketing strategy 12 204.1 Customer value principle 12 2A.2Competitive advantage principle 12 2A.3Segmenting and combining principle 13 2.5Marketing mix 2.5.1 Prod uct 14 15 2.5 1.1 What is product? 15 2.5.1 Product Iife cycle 16 2.5.2 Place 18 2.5 3Promotion 19 2.5.3.1 Three methods of promotion 20 2.5 3.2 AIDA model 22 2.5 A Pricing 23 2.5.4.1 Price flexibility 24 2.504.2 Price level over product policy 25 2.5 04.3 Discounts and allowances 26 a Discounts 26 b Allowances 27 c Geographic pricing policies 28 CHAPTER II: INTRODUCTION OF SAGIMEXCO 29 Company's 29 profile 1.IHead office 30 1.2 Branch 31 1.3 Enterprises 31 vii 1.4 Primary agents An overview of SAGIMEXCO DONG THAP 32 32 2.1 Foundation and development 32 2.2 Mission rights and purposes 34 2.2.1 Mission 34 2.2.2 Rights 34 2.2.3 Purposes 34 2.3 Organization's structure and management 35 2.3.1 Organization's structure 35 2.3.2 Responsibilities of the management board 36 2.3.3 Responsibilities of General Director 36 2.3.4 Responsibilities of Vice General Director 37 2.3.5 Responsibilities of Business Financial department 37 2.3.6 Responsibilities of Administration department .38 2.3.7 Responsibilities of Technical department 38 2.3.8 Responsibilities of Branch in HCM city 39 2.3.9 Responsibilities of the Factories 39 The operation of SAGIMEXCO DONG THAP from 2004 to 2007 40 3.1 Markets 40 3.1.1 In foreign market 40 3.1.2 In domestic market 41 viii 3.2 Products of SAGIMEXCO DONG THAP 41 3.2.1 Prawn crackers 41 3.2.2 Products from fish and meaL 43 3.2.3 Other products 43 3.3 Competitors 44 3.3.1Bich Chi Food Company 44 3.3.2 The parodied products 46 CHAPTER III: ANALYZING THE MARKETING MIX STRATEGY OF SAGIMEXCO 47 An overview of marketing mix strategy of SAG IMEXCO for prawn cracker products 47 Analyzing the marketing mix strategy of SAG IMEXCO for prawn cracker products 2.1 Product strategy 48 48 2.1.1 Quality 48 2.1.2 Branding 49 2.1.3 Packaging 50 2.1.4 The product life cycle of SAGIMEXCO's products 51 2.2 Place 52 2.2.1 In foreign market 52 2.2.2 In domestic market 53 2.2.2.1 Indirect channel distribution 53 2.2.2.2 Direct distribution channel 54 2.3 Promotion 2.3.1 Personal selling 2.3.1.1 Domestic direct personal seIling force 55 55 56 ix Analyzing marketing mix strategy of Sa Giang Import Export Corporation are not high The advertisements on the TV channels are broadcast once a month and the advertising articles in Nguoi Tieu Dung newspapers a month Due to some feature of prawn crackers, SAGIMEXCO PR promotion to promote its products SAGIMEXCO for the promotion mix are twice rarely uses and it is also the shortcoming of 2.4 Price 2.4.1 Foreign customers For foreign customers, SAGIMEXCO gives discount 5% commission for them based on the total price if these customers reach the target volume over 500 tons within a year The payback period is at sight when the customers receive the letter of credit from the banks There are two levels of price that the company sets for the customers They are FOB price and CIF price Most the customers refer the FOB price rather than CIF price because they can control the end price and delivery time flexibly and actively 2.4.2 Agents SAGIMEXCO uses the flexible price for its agents The agents freely set the price for the products when they distribute products to the supermarket systems The payback periods given to the agents are 30 to 45 days At the end of each year, SAGIMEXCO will give 2% commission based on the total sales volume sold in one year for the agents if they reach the target sale of 100 tons per year 2.4.3 Super market systems Even though the company does not have some directly relationships with the super market systems, SAGIMEXCO will give 1% commission for the super markets based on their total sales volume sold in one year if they reach the target sale of 100 tons per year This commission Student: Department: Class: THIEU KIM LUAN INTERNATIONAL BUSINESS ADMINISTRATION KD 0304 are given to the 56 Analyzing marketing mix strategy of Sa Giang Import Export Corporation super markets through the agents which distribute the products directly to them, but the payback and the price for products are decided by the distributing agents SWOT ANALYSIS OF SAGIMEXCO 3.1 Strengths The first strong point of SAGIMEXCO SAGIMEXCO is its brand name It is said that has built a successful brand name not only in domestic market but also in foreign market When people talk about prawn crackers, they think about SA GIANG prawn crackers as a typical brand name of Vietnamese prawn crackers The brand name upgrades the SAGIMEXCO's convenience product from a product to a specialty product which customers must spend effort to buy the right product In another word; SAGIMEXCO oligopoly position in the prawn cracker manufacturing The company also has wealthy financial has gained the industry strength that allows company to invest in R&D activities in order to innovate and enlarge products in vertical and horizontal scope This strong point allows the company to overcome the most difficult stages in the continuous war price Another reason for the success of SAGIMEXCO is its competent staffs The competent staff help the company in innovating products as well as plans, manufacturing the customers' high quality products and directing the company plans to needs The management level plays a significant role in the success of the company by having good ideas, relevant strategic planning and effective performance Applying control the lIT method in producing the products for the export order, which is the primary revenue source of the company, helps the company cut down the storing cost dramatically, so its products will have a competitive price and attract more customers as well Student: Department: Class: THIEU KIM LUAN INTERNATIONAL BUSINESS ADMINISTRATION KD 0304 57 Analyzing marketing mix strategy of Sa Giang Import Export Corporation Located in Dong Thap province- a province of the Mekong delta, which is believed to have an abundant shrimp and fish source, SAGIMEXCO has utilized the cheap material for the production SAGIMEXCO also benefits from the cheap labor force These two elements make SAGIMEXCO has a competitive price in the market for it products Last but not least, SAGIMEXCO control standards SAGIMEXCO that when management It is considered to enter high-income foreign SAGIMEXCO, customers establishes quality and hygiene as a golden key for markets such as UK, France It is said talk about prawn crackers product of they will talk about quality, cleanness and safety 3.2 Weaknesses There is just a brand office in Ho Chi Minh City and the function of this office is just to receive orders from oversea customers and find customers in Ho Chi Minh City, so it does not have any changes change of customers' immediately because behaviors in strategy according The needs of customers to the are not satisfied it takes time to set the relevant policies from the head office to the branch office The branch office is not allowed to sell directly the products to the final users so it is not easy for the company to know about the attitudes and buying behaviors of costumers directly The company does not have the customer database to have new strategic plans timely The company has a loose relationship so it cannot utilize the persuasive impacts with journalists of the newspapers, of PR on its products And the adverting on the TV is not carried on frequently, so it is pretty hard to remind the image of SAGIMEXCO Student: Department: Class: in the mind of consumers THIEU KIM LUAN INTERNATIONAL BUSINESS ADMINISTRATION KD 0304 58 Analyzing marketing mix strategy of Sa Giang Import Export Corporation 3.3 Opportunities The tendency SAGIMEXCO's formaldehyde consumers of consuming products Especially, clean food gives after these current more chance scandals to about the in Pho, 3-MCDP in Chinsu Soya bean sauce , the awareness of about food poisoning income levels, consumers is increasing greatly Today with current prefer clean foods with a little higher price to cheap foods unreliable Viet Nam has become a member of the World Trade Organization SAGIMEXCO gives more chance to enter other countries with lower taxation As we see, the primary revenue of SAGIMEXCO comes from the orders of oversea customers The reason for this is that SAGIMEXCO name, so it is considered that SAGIMEXCO has become a famous brand will have more and more foreign customers after Viet Nam's joining the World Trade Organization 3.4 Threats Since Viet Nam joined the World Trade Organization, environment has become tougher and tougher Competitors the competitive from other countries come to Viet Nam more and more, so the oligopoly position of SAGIMEXCO may be threatened by the new comers The discrepancy SAGIMEXCO and new foreign coming competitors of technology between also the considerable threat the company must evaluate The main competitor begins of SAGIMEXCO to export its products to foreign different from those of SAGIMEXCO standards management, of SAGIMEXCO in domestic market- BICH CHI countries Its products are slightly in ingredients, quality and hygiene control so nowadays it is not only domestic market competitors but also foreign market competitors also company manufactures Moreover, BICH CHI is tapioca powder, which is the main material of prawn cracker products, so it can utilize this advantage to lower its price on the markets Student: Department: Class: THIEU KIM LUAN INTERNATIONAL BUSINESS ADMINISTRATION KD 0304 59 Analyzing marketing mix strategy of Sa Giang Import Export Corporation The fluctuation of exchange rate also has some bad effects on business situation of quality and hygiene control standards management, business financial department margin of SAGIMEXCO SAGIMEXCO especially in the An unstable exchange rate will damage the profit if it keeps the price unchanged and this will make lose the customers if company increases the price in current war price environment The trend of having healthy food all over the world can damage the sales of SAGIMEXCO dramatically consume healthy foods products of SAGIMEXCO Nowadays, people all over the world tend to and avoid fried foods are prawn crackers As we know, The more people follow this tendency the greater loss in the revenue of SAGIMEXCO According the strategic to the initial SWOT mentioned it will lead to above, SAGIMEXCO must determine its business strategy to affirm its position in prawn crackers industry as well as let more and more people know it products Student: Department: Class: l THIEU KIM LUAN INTERNATIONAL BUSINESS ADMINISTRATION KD 0304 60 Analyzing marketing mix strategy of Sa Giang Import Export Corporation IV SUGGESTION TO ENHANCE THE MERKATING MIX OF SAGIMEXCO Overview of the Vietnamese economy and some factors effecting the marketing mix strategy of SAGIMEXCO Vietnam is a densely populated, developing country that in the last 30 years has had to recover from the ravages of war, the loss of financial support from the old Soviet Bloc, and the rigidities progresses were achieved from 1986 to 1997 in moving extremely low level of development Growth averaged financial crisis temporarily and significantly Substantial forward from an reducing poverty around 9% per year from 1993 to 1997 The 1997 Asian highlighted allowed of a centrally planned economy the problems opponents in the Vietnamese of reform to slow progress economy toward and a market- oriented economy GDP growth averaged 6.8% per year from 1997 to 2004 even against the background of the Asian financial crisis and a global recession, and growth hit 8% in 2005 and 7.8% in 2006 Since 2001, however, authorities international have reaffirmed integration their commitment to economic They have moved to implement Vietnamese liberalization the structural needed to modernize the economy and to produce more competitive, and reforms export-driven industries Vietnam's membership into force of the US-Vietnam led to more rapid changes in the ASEAN Free Trade Area (AFTA) and entry Bilateral Trade Agreement in Vietnam's in December trade and economic 2001 has regime Vietnam's exports to the US doubled in 2002 and again in 2003 Vietnam joined the World Trade Organization provide an important Student: Department: Class: boost to the economy in January 2007 This should and should help to ensure THIEU KIM LUAN INTERNATIONAL BUSINESS ADMINISTRATION KD 0304 the 61 Analyzing marketing mix strategy of Sa Giang Import Export Corporation continuation of liberalizing Vietnam to take advantage reforms Among other benefits, accession will allow of the phase out of the Agreement on Textiles and Clothing, which eliminated quotas on textiles and clothing for WTO partners on January 2005 Agriculture's share of economic output has continued to decrease, from about 25% in 2000 to 20% in 2006 Deep poverty, defined as a percent of the population living under $1 per day, has declined significantly than that of China, India, and the Philippines and is now smaller Vietnam is working to promote job creation to keep up with the country's high population growth rate However, high levels of inflation have prompted Vietnamese authorities to tighten monetary and fiscal policies Hanoi is targeting an economic growth rate between 7.5 and 8% over the next five years • GDP (purchasing power parity): $258.6 billion (2006 est.) • GOP (official exchange rate): $48.26 billion (2006 est.) • GOP - real growth rate: 7.8% (2006 est.) • GOP - per capita (PPP): $3,100 (2006 est.) • GOP - composition by sector: agriculture: 20.1 % industry: 41.8% services: 38.1 % (2006 est.) • Labor force: 44.58 million (2006 est.) Student: Department: Class: THIEU KIM LUAN INTERNATIONAL BUSINESS ADMINISTRATION KD 0304 62 Allalyzing marketing mix strategy of Sa Giang Import Export Corporation • Labor force - by occupation: agriculture: 56.8% industry: 37% services: 6.2% (July 2005) • Unemployment rate: 2% (2006 est.) • Population below poverty line: 19.5% (2004 est.) • Household income or consumption by percentage share: lowest 10%: 3.6% highest 10%: 29.9% (1998) • Distribution of Family Income - Gini index: 36.1 (1998) • Inflation rate (consumer prices): 7.5% (2006 est.) • Investment (gross fixed): 32.6% of GDP (2006 est.) Source: http://www.theodora.com/w(bcurrent/vietnam/vietnam economy.html All of these above factors have particular impact on marketing mix strategy of SAGIMEXCO The Vietnamese gradually have upgraded their demand on the products like the foreign people do; that is the high quality, safety, clean products The domestic market will become a potential market for SAGIMEXCO in the future thanks to the higher and higher requirement of domestic customers on consumer products THIEU KIM LUAN Student: Department: INTERNATIONAL BUSINESS ADMINISTRATION KD 0304 Class: 63 Analyzing marketing mix strategy of Sa Giang Import Export Corporation Some suggestions to enhance marketing mix strategy of SAGIMEXCO 2.1 Suggestion to product SAGIMEXCO HACCP, SSOP competitive and HSOP advantages SAGIMEXCO the package customers should maintain because these countries of prawn cracker products SAGIMEXCO factors form of the success of SAGIMEXCO to enter developed make the hygiene control systems such as an easier separation one of the most It is also a factor help The company must also improve in color aspect in order to help the from products of its competitors should regularly the market research on domestic and foreign markets in order to know more about the response of customers to its products It will help the company to tailor a product to match customers' needs accurately instead of using the traditional model The improvement SAGIMEXCO foreign more chance to reinforce the brand name of SAGIMEXCO market classification in the package of prawn cracker products will give In addition, and diversification the company should have more to obvious the sharp its chip in order to attract more customers with their particular tastes For examples: the chips with shrimp flavor will have the shrimp sharp, the crab chips will have crabbed sharp Finally, the company should develop the after-sale services in order to maintain the relationship with the current customers as well as attract more potential customers 2.2 Suggestion to place For domestic distribution market, SAGIMEXCO network throughout Until now, SAGIMEXCO not fulfill the demand Furthermore, Student: Department: Class: should build its own intensive Vietnam to attract more and more customers has just three official agents in Vietnam, but it does of customers, SAGIMEXCO should especially spread those in central of Vietnam its products directly THIEU KIM LUAN INTERNATIONAL BUSINESS ADMINISTRATION KD 0304 to the 64 Analyzing marketing mix strategy of Sa Giang Import Export Corporation wholesalemarket independent such as Binh Tay market, Ben Thanh market in order to be in distributing the products to customers The distribution to the markets which are executed by the agents are not effective because the agents are afraid of the competition from the market they distribute In addition, SAGIMEXCO distributing to the super market is still has just distributed its products in the Vietnamese such as Citimart, Coopmart For the foreign Metro, big C, SAGIMECO just distributes restricted super markets owned super markets some of its products such as or does not distribute its products to these chains of super market For distribution countries the foreign market, channel effectively, which are believed products The transactions the SAGIMEXCO has used its direct but it does not build its own agents in foreign to be the potential market for prawn cracker with foreign customers are carried out by the internet network only, so SAGIMEXCO may lose the business chances for the internet problems Those are very popular affairs in some countries like Vietnam The official agents of SAGIMEXCO relationship of SAGIMEXCO in these countries will tighten the with its customers in executing the transactions as well as delivery to the customers The agents also collect the database of target and potential customers for the main company in Vietnam to plan a better marketing mix strategy 2.3 Suggestion to promotion For the domestic market, SAGIMEXCO activities more frequently on national popular should execute the advertising TV channels such as HTV7, HTV9, VTV3 to let more and more people know about its products rather than just advertise its products on some local TV channels, especially after Chinsu initiate revolution for the clean, safe foods This event emphasized the slogan of SAGIMEXCO Student: Department: Class: that is also the new tendency of domestic people when their THIEU KIM LUAN INTERNATIONAL BUSINESS ADMINISTRATION KD 0304 65 L Analyzing marketing mix strategy of Sa Giang Import Export Corporation incomes are increasing They will pay more attention to the quality of food they enjoy, and advertising will be an effective tool for SAGIMEXCO messages to its potential customers to send these The rates of these advertisements least once a week to remind and maintain the customers are at about the products of SAGIMEXCO Since SAGIMEXCO network mainly, AGIMEXCO just focuses on its promotion activities by internet has few public relation activities AGIMEXCO should organize the event that emphasize the strong points of the company over metoo products to affect the purchasing behaviors of customers about clean, safe foods should mention SAGIMEXCO Some articles as a typical example The staff in business financial department should have good relationships with some famous journalists to push these promotion programs The potential customers of SAGIMEXCO come from the fairs, but SAGIMEXCO organized in Phu Tho exhibition, in domestic rarely attends the commercial Hoang Van Thu exhibition exhibitions in Ho Chi Minh city because of the inconvenience and organization SAGIMEXCO As we know, market also fairs or some other for the preparation there is only one official brand office of in Ho Chi Minh City, so it has some limitations about staffs and samples that are used in fairs The advertisings SAGIMEXCO in newspaper of SAGIMEXCO are seldom done, so should advertise its products on some newspapers with the high issued rate such as Tuoi Tre, Thanh Nien, Tiep Thi The advertising Tieu Dung newspaper does not bring great revenue to SAGIMEXCO few of people read that newspaper The advertising on Nguoi because article must not big, just enough to remind the customer about the products of the company Student: Department: Class: THIEU KIM LUAN INTERNATIONAL BUSINESS ADMINISTRATION KD 0304 66 Analyzing marketing mix strategy of Sa Giang Import Export Corporation 2.4 Suggestion to price SAGIMEXCO has succeeded in usmg the flexible prices for the products distributed to its agents and super markets The penetration price policy is also applied early by the company to attract more customers SAGIMEXCO believe that this pricing method will help the company to widen it market share to be the market leader in shrimp chip industry Moreover, the company policies for it distribution should have a variety in price and discount channel Each distribution level has own prices and discount policies with different targets which will push distributors and agents so that the distribution channel will be improved well Although AGIMEXCO one price policy for the final consumers, it should have some price supports for the distributors and agents that have traffic and geographical The company , " , money allowances use needs to apply the advertising difficulties allowances and push for the agents in order to attract more customers through the agents The agents with the more attractive advertising for their shop or more aggressive sales will have discounts over others products Finally, the company should have the cash discount for foreign customers This discount policy will motivate them to pay sooner; the company will avoid the shortage of capital and have enough capital when necessary example; SAGIMEXCO company For may regulate the credit term 1/10 net 10 It means the will reduce 10% of the total amount money if they make payment within ten days calculated by the day they received the products Student: Department: Class: THIEU KIM LUAN INTERNATIONAL BUSINESS ADMINISTRATION KD 0304 67 Analyzing marketing mix strategy of Sa Giang Import Export Corporation • CONCLUSION In generally, it can be said that the success of SAGIMEXCO depend on it long lasting famous brand name The company shrimp chip is has developed the clean products for the domestic market as well as foreign market Then the right vision of management level help the company build a reliable brand name to customers in some countries that are considered as the toughest ones In addition, the suitable price policy of SAGIMEXCO factor contributes to its success SAGIMEXCO is believed as one also built an effective network for its product at the lowest level in order to keep its products at the minimal price as possible Finally yet importantly advertising in the success of SAGIMEXCO is the direct to the customer It allows the company to reach the customer directly in the most effective way Although the competition III domestic as well as foreign market is becoming tougher and tougher effected by a lot of social and economic elements, SAGIMEXCO is always loyal with the slogan of the company customers- that is "QUALITYBecause of time and in serving its SAFTY- CLEAN" experience limitation, this research still has shortcomings More research must need to in order to have an absolute view of SAGIMEXCO marketing mix strategy I hope that this research is useful for those who are interested in marketing mix research and implementation Student: Department: Class: THIEU KIM LUAN INTERNATIONAL BUSINESS ADMINISTRATION KD 0304 68 Analyzing marketing mix strategy of Sa Giang Import Export Corporation REFERENCE Textbook • Philip Kotler, Gary Armstrong, Principle of Marketing.Thrid • Perreault and McCarthy INTERNATIONAL • Philip Kotler Jersey;Prentice and John and Veronica European Edition.Prentice Hall_200l Basic Saunders Marketing EDITION Fifteen edition Gary Armstrong.Principle Mc of Wong GRAW-HILL Marketing.New Hall_1996 Websites • http://iws.ohiolink.edu/moti/homedefini tion html t • http:Uwww.marketingprinciples.com/articles.asp ?cat=419 • http://www.marketingprinciples.com/marketstrategy/defauIt.asp?cat= • http://www.marketingprinciples.com/articl 117 es.asp? cat=3 97 • http:ljwww.learnmarketing.net/marketing.htm • http://www.websitemarketingplan.com/marketing management/marketing c hange.htm • http://www.sagiang.com.vn/ • http://www.sagiang.com.vnlDefault.aspx?pageid=57 • http://www.sagiang.com.vn/Default.aspx?pageid= 76 • http://bichchi.com.vn/gioithieu eng.asp • http://bichchi.com.vn/sanpham eng.asp?nhom=05C9 Student: Department: Class: THIEU KIM LUAN INTERNATIONAL BUSINESS ADMINISTRATION KD 0304 69 Analyzing marketing mix strategy of Sa Giang Import Export Corporation Other source • The annual financial report of SAGIMEXCO DONG THAP in year 2004, 2005 and 2006 • SAGIMEXCO Business and Financial department data t t I Student: Department: Class: THIEU KIM LUAN INTERNATIONAL BUSINESS ADMINISTRATION KD 0304 70