Tiếng anh perfecting marketing mix activities at tan hung trading co ltd

NATIONAL ECONOMICS UNIVERSITY BACHELOR THESIS iệ p PHAM NGUYEN HOANG EXCELLENT EDUCATIONAL PROGRAM Tố tậ p Topic: Perfecting Marketing Mix activities at Tan Hung Trading Co., Ltd ên đề th ực Pham Nguyen Hoang Ch uy BUSINESS MANAGEMENT tn gh Major 2015-2018 HANOI, 2018 NATIONAL ECONOMICS UNIVERSITY EXCELLENT EDUCATIONAL PROGRAM gh iệ p BARCHELOR THESIS Ch uy ên đề th ực tậ p Tố tn Topic: Perfecting Marketing Mix activities at Tan Hung Trading Co., Ltd Student: Pham Nguyen Hoang Speciality: Business management Class: Enterprise management Student’s ID: 11141617 Supervisor: Ma Bui Cam Van HANOI, 2018 ACKNOWLEDGEMENTS Ch uy ên đề th ực tậ p Tố tn gh iệ p First of all, I want to thank Ma Bui Cam Van – my supervisor, for helping me a lot to complete my thesis, there were times I couldn’t match her deadline or ideas but she still encouraged me to finish the job Secondly, I want to thank mr Vu Duy Ngoc, the director of Tan Hung, who also supervised my internship, enthusiastically gave me all the helpful numbers and information needed to help me complete the report as well as helped and directed me during the internship at the company Finally, I want say thanks to Ms Nguyen Thi Hong Dao – my mother, she has been with me throughout the process of completing the report, has taken care of my health and has pointed out the slightest mistake I did not notice In the process of completing the report, despite the help of everyone, my report is still unavoidable due to time constraints and my personal level, I expect the judges to ignore the errors are not worth it I sincerely thank everyone STATUTORY DECLARATION Ch uy ên đề th ực tậ p Tố tn gh Signature iệ p I herewith formally declare that I myself have written the submitted Barchelor Thesis independently I did not use any outside support except for the quoted literature and other sources mentioned at the end of this paper I clearly marked and separately listed all the literature and all other sources which I employed producing this academic work, either literally or in content Hanoi, ./ / 2018 TABLE OF CONTENT ACKNOWLEDGEMENTS STATUTORY DECLARATION TABLE OF CONTENT LIST OF FIGURES INTRODUCTION CHAPTER I: THE MARKETING-MIX FUNDAMENTALS 1.1 Marketing concept iệ p 1.2 Marketing Mix concept gh 1.3 The role of marketing-mix in the business tn 1.4 Components of Marketing-mix 1.4.1 Price Tố 1.4.2 Product 11 p 1.4.3 Place 16 tậ 1.4.4 Promotion 20 ực 1.5 Factors affecting marketing mix in the business 23 th 1.5.1 Internal factors 23 đề 1.5.2 External factors 25 ên CHAPTER II: SITUATION OF MARKETING-MIX ACTIVITIES AT TAN HUNG CO., LTD 28 uy 2.1 Company overview 28 Ch 2.1.1 History and background information of the company 28 2.1.2 Function and Mission 29 2.1.3 The results of the company 29 2.2 The marketing mix of Tan Hung Trading Co., Ltd .33 2.2.1 Marketing activities of Tan Hung Trading Co., Ltd 33 2.2.2 Marketing-mix activities at Tan Hung Trading Co., Ltd and achievements 39 CHAPTER III: LIMITATIONS IN MARKETING-MIX ACTIVITIES AT TAN HUNG TRADING CO., LTD AND SOME COMPLETED SOLUTIONS 45 3.1 Human factor in MA 45 3.1.1 Differentiate Sales and Marketing .45 3.1.2 Organizing training .46 3.1.3 Market research work 46 3.2 Management of sales price 47 CONCLUSION .48 Ch uy ên đề th ực tậ p Tố tn gh iệ p REFERENCES 49 LIST OF DIAGRAMS, TABLES AND CHARTS iệ p Diagram 1: Life cycle stages of the product 15 Diagram 2: Direct distribution channel of commercial enterprises 17 Diagram 3: Indirect distribution of business 17 Diagram 4: The mixed distribution channel of the business 18 Diagram 5: Marketing Organization System of Tan Hung 37 Diagram 4: Synthesis of Marketing Proces 39 Diagram 6: Distribution structure of Tan Hung at present .42 tậ p Tố tn gh TABLE 1: FINANCIAL STATEMENTS OF BUSINESS ACTIVITIES (TABLE 1) 30 TABLE 2: REPORT ON REVENUES OF SOME MAJOR BUSINESS LINES (TABLE 2) 31 TABLE 4: COMPARISON OF THE EQUIVALENT PRICE OF COMPLEX ITEMS BETWEEN TAN HUNG AND THE SUPERMARKET BAC DO 41 Ch uy ên đề th ực Chart 1: The Wholesale rate and Retail rate of key items of Tan Hung in period 2016-2017 .32 Chart 2: The rate of marketing cost and business cost of Tan Hung in the period 2015-2017 .36 Chart 3: Chart of electronic products of Tan Hung in period 2015-2017 40 INTRODUCTION Ch uy ên đề th ực tậ p Tố tn gh iệ p Lao Cai - as a mountainous northern border province of our country, it is located at the "bridgehead" linking the vast southwest of China with the northern delta Lao Cai was re-established on October 1, 1991 After over 26 years of reestablishing the province, Lao Cai has gradually affirmed its position as the economic and cultural center of the Northwest The GDP growth rate in the period of 2011-2015 is 14.1% per annum If in 1991, GDP per capita in Lao Cai was only modest at 680,000 VND, this figure would be 39.4 million VND per year by 2015 In addition, state budget revenues have risen sharply from just VND 19 billion in 1991 to VND 5,500 billion by 2015 These outstanding achievements have made a great contribution to the Lao Cai enterprises with the role are the "warriors" of the economy The objectives and tasks of Lao Cai in the 2016-2020 period are to strive to build the province into a socio-economic center and an important center for international cooperation and economic exchanges in the region and the whole country In order to achieve this objective, there should be more active participation of private enterprises and focus on the key areas that are the strength of Lao Cai such as: minerals, chemical production; hydropower, agriculture, construction, etc After two years of implementing the target of resolving the 15th provincial Party Congress, by 2017, it was a successful year of Lao Cai province when it was completed and completed Exceeding the 25 major targets In which many targets exceeded such as economic growth rate is estimated at over 10%, average income of people reached 51.2 million, up 11.3% over the previous year, Lao Cai is the province second in the northern midland and mountainous areas, after Thai Nguyen Provincial budget revenue in 2017 reached over 7,000 billion, exceeding the target set by the provincial People's Council The motto of Lao Cai province is: "Enterprise development, Lao Cai development" For many years, the competitiveness index at the provincial level is in the top 10 of the country, which has created conditions for businesses in and outside the province to operate in business In a favorable business environment In that business environment, enterprises in Lao Cai have been developing strongly in terms of quantity and scale and quality of operations On average, more than 3000 enterprises and a large number of individual business households and cooperatives in Lao Cai province have contributed significantly to the socio-economic development of the locality Grabbing the opportunity, Tan Hung Trading Company Limited was established from early, registered business for the first time on February 4, 2002 Ch uy ên đề th ực tậ p Tố tn gh iệ p On the first establishment of the company is only a small enterprise of the province, by 2011, the registered capital of the company is 20 billion, with 20 employees signed long-term contract The company is active in the field of trade, which has a lot of potential for development and dynamic of Lao Cai province With its efforts in the last years, Tan Hung Trading Co., Ltd has step by step In terms of scale, expressed in equity has reached more than 100 billion, labor of the company up to more than 100 people Turnover of the company in 2017 reached over VND 150 billion, contributing nearly billion VND to the budget The company currently develops strongly in retail business of electronics, furniture and especially the company owns Duc Huy Supermarket is the largest supermarket in Lao Cai city To achieve such achievements, over the years, Tan Hung Trade Co., Ltd has developed and implemented the right business strategy, exploiting the market in Lao Cai and other districts of Lao Cai The company has focused and performed quite effectively marketing in business However, in recent years, the market of Vietnam in general and Lao Cai province in general has become more difficult Along with the new birth of many enterprises in the province, many enterprises in other localities as well as foreign enterprises have been interested in deploying commercial business in Lao Cai A series of new supermarkets are being built such as: American English supermarket, Thanh Do supermarket, Muong Thanh supermarket and convenience stores in the retail market in Lao Cai market out of fierce competition Therefore, in order to develop sustainably, enterprises in Ninh Hoa Ward in general, Tan Hung Trading Co., Ltd in particular need to invest in building and organizing effective implementation of annual business plans and customs Proper attention to the implementation of marketing strategies Being a trainee student at Tan Hung Trading Company, researching the business situation of the company in the period 2015-2017, combining the reality of business activities and the theory of marketing research Having received the guidance of teachers, I realized that marketing activities play an important role in the Company's activities The company's leaders have paid attention to this activity Wishing to better understand the implementation of marketing strategy of the Company to draw lessons for themselves during the post-graduation process as well as can propose, contribute some small ideas for In the period of 2018 and the following period, I selected the topic: " Perfecting Marketing Mix activities at Tan Hung Trading Co., Ltd " The thesis consists of chapters, chapter deals with marketing and marketing-mix theories, chapter introduces Tan Hung Trading Co., Ltd - my practice and Marketing-mix activities in Tan Hung, chapter is the specific assessment of each marketing-mix activities in Tan Hung and measures to perfect marketing-mix activities here CHAPTER I: THE MARKETING-MIX FUNDAMENTALS 1.1 Marketing concept ên đề th ực tậ p Tố tn gh iệ p In the age of Internet boom, Marketing is also used to abuse the term Internet Marketing, Facebook Marketing, Online Marketing But the intrinsic nature of it has largely vanished It is not surprising that people are constantly disturbed by advertisements on televisions, newspapers, pamphlets and touts even the time, products and staffs have been touting to each household and promote the products, sell the products to the people They offer and draw great information about the product, ultimately what the customer receives is a poor quality product, and Marketing becomes a farce, a trick to people who make them misunderstand and allergy to this concept This has little impact on true marketers and marketing strategies that really benefit the customer How to understand and apply Marketing properly? Marketing Mix (Marketing Mix): Marketing mix is a set of controlled variables of marketing that the company uses to try to get the desired response from the target market So, in conclusion, according to Phillip Kotler, Marketing is about working the market to make exchanges that meet the needs and desires of the people 1.2 Marketing Mix concept Ch uy According to Phillip Kotler, Marketing - mix is a combination of control elements that businesses use to influence the target market to achieve the planned goals The elements are: • Product: The product is what the company provides to the market, the product decision, including: type, size of the product, quality, design, packaging, brand, function , services to meet the needs of customers Price: Price is the amount of money a customer spends to own and use the product or service, the price decision includes the method of pricing, price, tactics of price adjustment according to the variable the market and consumers • Place: lung distribution is the activity of delivering the product to the customer, deciding the delivery of the decision: choosing, setting up the distribution channel, organizing and managing the distribution channel, Establish relationships with intermediaries, transportation, storage reserve Total of 2017 7.847.513.827 10.560.509.41 2.712.995.588 Business tậ p Marketing Tố tn The rate of marketi ng cost and business cost of Tan Hung in the period 2015-2017 gh iệ p Looking at the data table, we can see that the numbers are increasing every year, but what is remarkable is the cost ratio between marketing and business, which can be drawn in the chart below: Chart 2: The rate of marketing cost and business cost of Tan Hung in the period 2015-2017 đề th ực 2712995588 1709299248 7847513827 uy ên 1469053889 2015 Ch 3677127974 1877485864 2016 2017 Unit: Vietnam Dong Looking at the chart, it is easy to see that the investment cost of marketing has increased significantly compared to investment in Tan Hung's business period 20152017 The reason for this is not difficult, because in the days of information technology development, Marketing is the key to the composition of the business of a business And the result of Tan Hung's investment in marketing is a jump in sales in 2017 (listed in the revenue report in section 2.1.3.2) 36 Ch uy ên đề th ực tậ p Tố tn gh iệ p In the process of organization, Tan Hung company is not rigid, but often research effectively propose solutions to adjust and response, in addition to marketing management in which effective management and cost special attention Along with the specific job assignment by Job disliption, there is a sharing of information between the various components that have created the first stage of performance and effectiveness 37 2.2.1.3 The operating mechanism of Marketing Department Diagram 5: Marketing Organization System of Tan Hung Marketing Director Products Manager n Sales Deparment tn gh iệ p Marketing Designer uy ên đề th ực tậ p Tố Producs manager: (1) - Manager of Consumer Electronics                                (2) - Management of electrical goods                                 (n) - Management of the automobile and motorbike industry Marketing Disigner: (1) General programming design                                 (2) Interior design (construction, architecture) Marketing Director: Direct Marketing and Sales Dept Manager Together with the Board of Directors, the Company has set the overall strategic objectives for investment, production and business development in the long and medium term Decision-making on strategy level, general goal orientation for MA, Resolve issues arising during the operation Balance resources, balance the company's overall development investment plan, based on departmental data that provides planning, presentation, and protection of the Marketing Plan and Business Plan before Director Boad Data manipulation during the planning period, control and control activities to regulate operations MA and business Marketing Department is divided into groups: Products manager: Depending on the nature and scope and scale of the industry, each product line will have one to two people: For example, Audiovisual and Interior (2 ng) people) Functions and duties: Responsible for market research for the industries in which they are in charge, including competitors, equivalent items, in-depth research Ch Marketing Amind 38 Ch uy ên đề th ực tậ p Tố tn gh iệ p of product specifications to find out the strengths and weaknesses of Each of the SP from that proposed marketing plan for the industry  Proposing to exploit new products and brand names after having a full evaluation of potential as well as efficiency and market demand for products  To propose price policies for each type of goods under their management  Suggest the presentation at the showroom as well as recommend sales channels for each product line  Research and propose sales policies, promotions, events (in Promotion plan)  Coordinate with the Disigner to design the program and implement the approved program Marketing Admind: Assisting assisted by Director to synthesize data, monitor marketing activities, evaluate the performance of plans and programs in each reporting period Collaborate with other departments including the Business Department to implement the MA program MA Designer: A collection of expert design and marketing director After receiving the requirements, purpose, scope, scale and other resources have been approved from Product Manager, the Designer must have the task of planning, implementation plan For example, to launch the September National Day Promotion program: Designer design leaflet printing, leaflet planning, media content planning mass media, banner advertising, flag With the increasing trend of interior decoration industry, together with the development of society, customers are more and more inclined to have unique designs of decoration as well as furniture for the interior House The mission of the group is to satisfy the needs of interior decorating customers in line with their housing and income conditions, allowing them to choose the form, material for the interior Although new in Lao Cai, Tan Hung Company has boldly organized the interior designer and a team of interior decorators Quickly promote the strength of the segment of high-end customers and customers own high-end apartment A review of revenue structure research found that revenue trends increased 124.6% in 2017 compared to 2016, of which retail furniture sales rose 170.3% This is a testament to the initial success of the interior furniture industry because retailers are customers through the design department of Tan Hung offers furniture selection 39 iệ p In other words, MA Dept's interior design department fully embodies the marketing tactics From product design, price selection, delivery time, logistics distribution in logistics (Ditribution cannel) to cross -sellings (Cross selling effects Through the construction of the impact to the owner of the interior design project, Pulling Customer (attracting customers) in business art, also very well deployed the technique of pronotion (discount, discount, commission, gift donate…) Overall, the management model of Tan Hung Co., Ltd has brought many encouraging results, especially in terms of revenue, and formed the Tan Hung brand in the market not only for consumers but also for some huge giants like Samsung, Sony tn gh Diagram 4: Synthesis of Marketing Proces Tố Determine the target Market research Balance resources Use existing data CS Strategic Orientation MA ên đề th ực tậ p Develop an Action Plan Implement the Plan Ch uy Evaluate performance over time Review, adjust and supplement the plan Review experience s 2.2.2 Marketing-mix activities at Tan Hung Trading Co., Ltd and achievements 2.2.2.1 Product policy For a business in the commercial sector (except furniture) there are not many options for surveying and designing products that fit the tastes and integrating modern technology to attract consumer behavior of cutomer The Marketing Department of Tan Hung still has the long-term orientation of Consumer Products 40 Previously, the proportion of non-branded products on the revenue was relatively high and the proportion of products of big brands such as Samsung and Sonny also accounted for a modest growth year, Tan Hung Company has the right to choose reputable suppliers with high technology, aesthetic and quality products in the best compared to the same products on the market 90 80 70 60 50 40 30 20 10 iệ p Sonny Samsung 2016 2017 p 2015 Tố tn Other Pro gh LG Ch uy ên đề th ực tậ Chart 3: Chart of electronic products of Tan Hung in period 2015-2017 Thanks to products from well-known manufacturers not only in Vietnam but also famous in the world of technology and electronic products such as Samsung, Sonny, LG, Tosiba Supermarket is the first choice when behavior Consumption related to electrical appliances, consumer electronics Through the selection of products not only help Tan Hung has high turnover and also help the brand of Tan Hung Supermarket as well as the famous Tan Hung Company on the LC market and help Tan Hung reduce the inventory increase rapidly Rotation of capital due to stable supplier and prestige Coming to Tan Hung, consumers are assured of quality because they know the origin of goods and manufacturers are very reputable In addition to the direct benefits of consuming reputable suppliers, Tan Hung Company also learns and benefits from the MA programs of these caves and makes other products such as furniture, car car (also launched in 2018) also benefit from reputation as well as Tan Hung brand 2.2.2.2 Price policy The company through sales policy is built on long-term strategy and objectives to dominate the market, through annual business plans to adjust the target 41 Tan Hung Trading Company Limited 2.175.916 Consumer electronics 9.856.200 Home electric 10.272.190 Ch uy Furniture ên Average price of product groups đề th ực tậ p Tố tn gh iệ p The selling price is specified for each type of customer, wholesale or retail and according to the quantity of goods purchased In supermarkets and warehouses there are about 500-600 products divided into groups, although according to the actual situation of consumption, inventories, Products Manager will recommend Director MA to change the price of sales purpose Release of inventory, while also using the price adjustment tool to create competitive edge Recognizing the importance of pricing policy, Tan Hung has taken a strategic position in the market, maximizing the volume of supply and creating a reputation for new products Potential for profitability and high turnover (furniture, automotive business ) For that reason, Tan Hung's pricing policy is quite attractive to consumers and wholesale customers, especially during the year-end shopping season In addition to promotional policies, price policies are also an element of enhancement revenue (Appendix of turnover by product group) In Lao Cai, direct competition with Tan Hung is the Bac Do supermarket In each product line, there are certain differences between the commodity segments and Tan Hung's products, but in the end, we can clearly see the softness of Tan Hung's pricing policy in the table below: TABLE 4: COMPARISON OF THE EQUIVALENT PRICE OF COMPLEX ITEMS BETWEEN TAN HUNG AND THE SUPERMARKET BAC DO Bac Do Supermarket 1.972.000 10.662.384 12.003.451 * Unit: Vietnamese dong Looking at the table, it can be seen that among the three groups of key products, only Tan Hung furniture group is more expensive than Bac Do supermarkets, while the remaining two groups are soft more It can be clearly seen that Tan Hung's pricing policy is to focus on the sale of household electronics and consumer electronics products at low prices, focusing on boosting wholesale because these are two groups of commodity prices Wholesalers earn very high profits, while furniture prices are higher than competitors, but the form of sales is mainly retail, so still earned a certain amount of profit The results of each specific item are shown in the table below 42 2.2.2.3 Distribution policy tn gh iệ p Distribution channel is the important factor that the connection between the seller is Tan Hung and the enduser can be directly through Tan Hung Supermarket, also indirectly through agents in the district in Lao Cai province Previously, Tan Hung was only based on the dealer system to distribute goods The management and use of the distribution system is part of the MA, which is difficult to cope with due to the customs, business culture and behavior of the intermediary Currently, after the Tan Hung supermarket has been put into operation, MA has redefined the strategy of choosing the distribution channel for supermarkets after the new agent Diagram 6: Distribution structure of Tan Hung at present tậ p Tố Supermar ket Tan Hung Customer đề th ực Wholesale Retail stores Ch uy ên Distributor With this distribution system, Tan Hung's Marketing work becomes more convenient as marketing forms are available through intermediaries such as supermarkets and distributors Distributors of Tan Hung are present mostly in small districts and towns of Lao Cai province However, Tan Hung needs to focus more on communication channels as well as distributors in other localities in order to expand its market.In the supermarket business logistics issues from warehouses to consumers and dealers are also important, arranging coordination, installation and transportation are assigned to the warehouse is well trained 43 In fact, the priority of direct distribution channels through supermarkets is the right solution for business units such as Tan Hung, resulting in sales increasing continuously over the years, shifting the proportion from wholesale Gradually increase to retail at Supermarket 2.2.2.4 Promotion policy Ch uy ên đề th ực tậ p Tố tn gh iệ p The main forms of promotion of Tan Hung: +Printing Document, profile, leaflet +Advertise on Media, Internet +Organizing events, seminars +Promotion, gift, discount, reward With data on the cost of Promotion Maketing each year, Tan's MA has invested heavily in advertising and marketing Advertising: Tan Hung selects a wide range of ads suitable for regional culture, focusing, from advertising on television (media) to the web, according to the Web and tables and banners The company also focuses on organizing customer conferences, scientific seminars for business purposes, organizing events associated with the time consuming products such as 1.5, 2.9 and the last occasion year The program is designed professionally and targeted, customer oriented Besides organizing the event, the company is also very interested in the program organized by the mobile fair, partly due to mountainous terrain only residential population in the district town and the market session Through this kind of fair, Tan Hung has the conditions to advertise the image of the company while still providing effective support to the Agent Promotion, can not be separated from promotions, discounts, gifts or register membership card to mark points for customers to the relationship between longterm sustainable buyers with customers In general, communication activities in Tan Hung are very effective through internet communication due to the explosive development of social networking channels Campaigns for gift giving or event management have not really been effective because of the way the organization is not well organized, the event content is not really attractive so it has not attracted the attention of customers 2.2.2.5 Human resource manage Tan Hung is very specialized in the field of MA, in the selection process Tan Hung selected only professional candidates in each field, each position has been described In the process of working, Tan Hung is also very interested in working 44 Ch uy ên đề th ực tậ p Tố tn gh iệ p for MA staff to update new knowledge, new technology and integrate with business culture of Tan Hung All MA staff have a bachelor's degree in management, MA, interior design, graphic design Thanks to the professional MA, marketing research, planning and implementation of the MA plan is relatively close to reality, which is the basis for leading the right decision on the business plan Adding to that in the creative process is an indispensable part of the MA team In conclusion: Confirming the brand name of Tan Hung in the electronics retail market in Lao Cai is the initial success of the establishment to invest in the next projects such as hotels, restaurants, car business machine This is partly due to the right MA strategy, the right target segmentation and customers, the orientation is sustainable in the implementation process, but besides the success is not missing the face Limited impact on revenue and profit of the Company 45 CHAPTER III: LIMITATIONS IN MARKETING-MIX ACTIVITIES AT TAN HUNG TRADING CO., LTD AND SOME COMPLETED SOLUTIONS gh iệ p Lao Cai is a small, sparsely populated province with a large population of ethnic minorities, although the average income is higher than the rest of the country but is more concentrated in the city, town and district centers combined with the heterogeneous culture and income disparities that led to the management of MA was difficult even with the competitors and technicians to attract customers to buy products of Tan Hung 3.1 Human factor in MA tn 3.1.1 Differentiate Sales and Marketing Ch uy ên đề th ực tậ p Tố MA of Tan Hung and the Board of Directors need to clearly distinguish the functions, the scope of responsibilities of the Business Division and the MA Overlapping task functions will cause duplication of tasks, deployment of MA activities MA's mission is to pull customers back to Tan Hung, while the task of the sales department is to push products to customers In fact, Tan Hung is not only confused when performing the functions and tasks of these two parts but most of the businesses in the country are entangled Sales focus on the needs of the seller, while marketing focuses on the needs of the buyer Sales are obsessed with the need of the seller to convert the product into money, and marketing is bothered by the idea of satisfying the customer's needs by means of the product and all the stuff that comes with creating out, delivery, and finally to consume it The key difference between a sales and marketing perspective is that the marketing perspective emphasizes on passing customer satisfaction to the goal of the business while the selling point is to Achieving the goals of the business must try to sell as many goods as possible and focus only on those businesses have, not interested in the market need Implementing Measures: Marketing requires the use of integrated and coordinated measures (mixed marketing), not just sales-related measures Customer marketing means the business must find ways to find the needs of the customer and turn that demand into the purchase of goods of the business 46 Profit Target: This is the biggest difference between marketing and sales The goal of sales is to increase profits by increasing sales However, the goal of marketing is to bring the macro level, the direction of increasing profits by the business to better satisfy the needs of customers 3.1.2 Organizing training th ực tậ p Tố tn gh iệ p Marketing is not only for customers and the market, but also for the internal business The overall goal is to better satisfy the needs of our customers This is a continuous business of the enterprise not only directly related to MA but also related to each position, each part of the enterprise From the right understanding of MA, senior management will have solutions in staffing, assignments, depth training for each position so that the MA will be professional Considering the cost of doing business and MA of TH over years, we found that many overlapping expenses such as conferences, seminars, commissions, currently costs And through interviews with board members, marketing and business leaders found that sometimes because of the need to solve the unit submitted the treatment process does not care about the function has been assigned, the board of management for hurry gold in the decision should approve approval immediately without reference functional departments 3.1.3 Market research work Ch uy ên đề The fact that most local companies are very limited in market research, usually at Tan Hung has not invested in the market research and does not focus on the work is usually Continuously, not only during the end of the year, the purpose is to plan for the next year At the end of the fourth quarter of the product management group, based on the available data of previous years combined with experience, based on the target management board to develop the proposed plan So many times when the plan is not close to the reality and lead to bankruptcy because the market changes constantly negative impact on the implementation of the plan  Therefore, in addition to the available data, the company should buy investment to exploit the data of independent consultants or organize the servey to get the actual data, many companies limited by the manpower or have no experience in market survey research to choose the option of hiring independent consulting and surveying units Data as the basis for MA planning: + Yearly implementation data (archived) + Market survey data 47 Tố tn gh iệ p + Information related to state policies, competitors + Balance resources Metric analysis: + Can use PEST or SWOT model to analyze data Once the results are analyzed, new plans are developed and implemented in line with market practices and balanced with resources The MA Plan is indispensable The method of measurement and evaluation of results, the effectiveness of the implementation according to each section, according to each strategy, the deployment Example: After the event associated with the Christmas and Tet holiday, the results should be quantified so that the comparison can be checked Due to limited conditions, the paper does not focus much on evaluating the design and implementation of the MA plan, but because of its importance, it still refers to planning because the nature will dominate the whole MA activities in the enterprise 3.2 Management of sales price Ch uy ên đề th ực tậ p Derived from the lack of clear awareness of functions and duties between MA and KD leading to the management of selling prices are still limited CTY has a price policy that applies to all groups of goods, but by the passive MA dept or Sales Dept may also propose to lower the price for the reasons inherent: o Slow consumption Large inventory o Competitors lower the price o Keep the relationship • Results: Despite the increase in sales, the main business lines still suffer losses in 2017 (Figure - Profit statement) According to the modern MA discount sale is self-deprecation and corporate brand, so can adopt the scheme o Increased discount (for wholesale) o Increase points to accumulate points (retail at ST) o adding gift 48 CONCLUSION Ch uy ên đề th ực tậ p Tố tn gh iệ p Located in Lao Cai province, the frontier province of the homeland in the border region, directly adjacent to China, where the economic situation is developing strongly; Tan Hung Trading Company Limited has full potential to grow into a large-scale enterprise To achieve that, Tan Hung needs to focus on measures to develop sales and markets, and among these measures, Marketing-mix is a good weapon, appropriate for the situation to bring Tan Hung to new heights Through the article, we have learned how to operate and benefit the business of marketing-mix, and also saw the method of marketing and marketing-mix of Tan Hung The company has been continuously improving its form of business and marketing, especially in terms of distribution when it started to focus on the form of retail distribution through supermarkets (in 2013, Duc Huy Plaza was put into supermarkets ), resulting in a significant leap in sales (2017) Tan Hung is also very focused on price, always balance the price of mainstream items, when necessary, there are appropriate promotional strategies to attract customers, furniture for retail in supermarkets It is also reasonably priced and quite competitive, thus attracting a large number of customers with inexpensive shopping needs Regarding the products, Tan Hung's specialty is not only to import the goods of well-known brands but also to produce their own branded items, such as Tan Hung brand furniture Although the first time has not really attracted customers, in recent years, the number of Tan Hung furniture sold also has a large market share in the total revenue of the company On the promotion, Tan Hung utilizes distribution channels, most concentrated through Duc Huy supermarket and social media programs Overall, Tan Hung can make good use of marketing-mix strategies, which helped the company's revenue increase in recent years However, the marketing mix of Tan Hung is still limited, as mentioned in the article In order to improve the issues mentioned above, Tan Hung needs to expand its product range, continue to develop its own brand, expand distribution channels to other localities in the country, not only focus In the districts, towns in Lao Cai province, so, the market of Tan Hung is really expanded Communication should also be improved, there should be a more professional unit in the organization of events, programs, because this is the direct way can help customers have the most realistic view of Types of products of the company, but in this regard, Tan Hung is not really good Finally, the control of price strategy needs to be better, catching the right time to launch promotions to be able to beat the competition directly If you well with the measures mentioned in the article, Tan Hung will definitely have a big leap in the market, meet the expectations of consumers and company’s leaders 49 Ch uy ên đề th ực tậ p gh Tố tn 101 ideas about Marketing – Jim Cockrum Facebook Marketing from A to Z - Hanoi Publishing House Guerrilla Marketing in 30 days – Jay Corrad Levinson Marketing and Application of Marketing in Business - Philip Kotler Marketing curriculum - National Economics University Marketing Revolution – Paul R Gamble Positioning – Jack Trout Steal these ideas! – Steve Cone The 22 Immutable laws of Marketing – Jack Trout The art of Social media – Guy Kawasaki Website: https://blog.autopilothq.com/marketing-websites/ https://blog.kissmetrics.com/ https://contentmarketinginstitute.com/ https://www.marketingprofs.com/ https://www.marketingsherpa.com/ iệ p REFERENCES 50