A study on application of marketing mix policy in vps securities joint stock company

BANKING ACADEMY FACULTY OF BUSINESS ADMINISTRATION - GRADUATION THESIS TOPIC: A STUDY ON APPLICATION OF MARKETING MIX POLICY IN VPS SECURITIES JOINT STOCK COMPANY Student : Ta Thi Kim Anh Class : K20CLCM Course : 2017-2021 Student code : 20A4030029 Lecturer : MSc Nguyen Thi Thuy Ha Ha Noi, 20th May, 2021 Tai ngay!!! Ban co the xoa dong chu nay!!! 17014125826161000000 GUARANTEE I hereby declare that this graduation thesis is my own work, researched and conducted on the basis of theoretical research and applied in practice The thesis was completed thanks to my own efforts and the support from the instructor - Mrs Nguyen Thi Thuy Ha of Banking Academy and colleagues at VPS Securities Joint Stock Company, Dong Do transaction office at 35 Thi Sach, Hai Ba Trung, Hanoi All references in this essay are clearly cited, from true sources The content of the thesis does not coincide with similar studies that have been published before I accept full responsibility for this undertaking Ha Noi, 20th May 2021 Kim Anh Ta Thi Kim Anh i SPECIAL THANKS I would like to express my sincere thanks to the Board of Directors and all teachers in the Faculty of Business Administration and lecturers in Banking Academy who have taught and imparted to me a lot of useful knowledge in this field for four years at Banking Academy In particular, I am very grateful to Mr Nguyen Thi Thuy Ha- lecturer has directly guided and helped me throughout the process of implementing and completing this thesis During my internship and practical study at VPS Securities Joint Stock Company at 35 Thi Sach, Hai Ba Trung, Hanoi, I also received the support and guidance of colleagues in the brokerage department as well as in other departments I have learned a lot of knowledge and practical experience to apply to my thesis and future work Thank you sincerely! Ha Noi, 20th May 2021 Kim Anh Ta Thi Kim Anh ii TABLE OF CONTENT GUARANTEE I SPECIAL THANKS II LIST OF DATA TABLES, DIAGRAMS, CHARTS, ACRONYMS VI INTRODUCTION .1 NECESSITY OF RESEARCH TOPIC RESEARCH PURPOSES .2 RESEARCH SCOPE AND OBJECTIVES 3.1 Research objectives 3.2 Research scope METHODOLOGY ORGANIZATION OF THE THESIS .3 OVERALL MARKETING DEFINITION .4 1.1 Marketing definition 1.2 Marketing mix definition .4 IMPORTANCE OF MARKETING MIX POLICY .8 1.2.1 Marketing mix helps in a clean mix creation .8 1.2.2 Marketing mix helps in New product development 1.2.3 Marketing mix helps increase the product portfolio 1.2.4 Marketing mix is a guide to improve a business 1.2.5 Marketing mix helps in differentiation 1.2.6 Finally, marketing mix helps being dynamic .9 PROCESS OF MARKETING MIX .9 3.1 Market analysis 3.2 Organizing Marketing mix 11 TOOL FOR PROCESS OF PLANNING MARKETING MIX POLICIES 18 4.1 SWOT MATRIX 18 4.2 SWOT Matrix analysis .19 FACTORS AFFECT ON MARKETING MIX POLICY .21 5.1 Internal factors 21 iii 5.2 External factors 22 1.6 CHAPTER SUMMARY .24 VPS INTRODUCTION 26 1.1 History 26 1.2 Strategic objectives 27 1.3 Vision 27 1.4 Mission .27 1.5 Core values 27 1.6 Outstanding achievement 27 1.7 Community activities 29 1.8 Departmentation and Organization 30 1.9 Network 32 1.10 Executive Board and Human Resources 32 2.1.11 Product Portfolio 33 2.1.12 SWOT Matrix of VPS 34 APPLICATION OF VPS’S MARKETING MIX POLICY 35 2.1 Product policy 35 2.2 Price policy .37 2.2.3 Place policy 40 2.4 Promotion policy 43 2.5 Evaluation VPS’s Marketing mix application 44 CHAPTER SUMMARY .51 CHAPTER 52 RECOMMENDATIONS FOR BETTER MARETING MIX POLICY OF VPS 52 GENERAL DEVELOPMENT ORIENTATION OF VIETNAM'S STOCK MARKET 52 FUTURE DEVELOPMENT ORIENTATION OF VPS SECURITIES JOINT STOCK COMPANY 54 RECOMMENDATIONS FOR IMPROVING VPS’S MARKETING MIX POLICY 55 3.4 CHAPTER SUMMARY .57 iv CONCLUSION 58 LIST OF REFERENCE 60 APPENDIX .61 v LIST OF DATA TABLES, DIAGRAMS, CHARTS Table 2.1 VPS's full name of Board of Directors 33 Table 2.2 VPS's full name of Control Board 33 Table 2.3 VPS's full name of Executive Board 33 Table 2.4 Table of Common stock transaction fee of VPS 37 Table 2.5 Summary of transaction fees for underlying securities at VPS .38 Table 2.6 Investment cooperation package at VPS 39 Chart 2.1 Top 10 securities companies with the largest stock brokerage market shares listed on HNX in 2018 and 2019 46 Chart 2.2 Top 10 securities companies with the largest brokerage market share in the UPCom market in 2018 and 2019 .47 Chart 2.3 Top 10 securities companies with the largest stock brokerage market share in the derivatives market in 2018 and 2019 .48 Diagram 1.1 Five levels of product……………………………………………… 13 Diagram 1.2 How Corporate Mission affect Marketing mix policy………………21 Diagram 2.1 VPS company organizational chart………………………… 31 Diagram 2.2 The product portfolio of VPS……………………………………… 33 vi LIST OF ACRONYMS VPS VPS Securities Joint Stock Company SSI SSI Securities Joint Stock Company VDSC Rong Viet Securities Joint Stock Company VND Vnidrect Securities Joint Stock Company M&A Merger & Acquisitions IPO Initial Public Offering NAV Net Asset Value HNX Hanoi Stock Exchange HOSE Ho Chi Minh Stock Exchange IBM International Business Machines Corporation vii INTRODUCTION Necessity of research topic During 22 years of operation and development, Vietnam's stock market has achieved a lot of success in building an effective medium and long-term capital market and channel for investors and businesses help promote economic growth Since its establishment with two listed companies, the number has increased to 2458 companies registered for trading The period from 2000-2005 was the beginning of the stock market, when the market capitalization was only about 1% of GDP, but 2006 marked a turning point reaching 22.7% of GDP, even reaching over 43% in 2007 However, due to the influence of financial markets, domestic and foreign economies, the market capitalization in 2008 dropped sharply to 18% of GDP After that, the market gradually recovered and so far this figure has exceeded 82% of GDP, marking the explosive development of the stock market Experiencing a lot of ups and downs of the economy and society, the stock market is growing strongly, the appearance of securities companies and investors is increasing day by day, year by year This leads to an understandable consequence that the competition between securities companies is increasing day by day Not only the domestic market, Vietnam's stock market is also moving closer to international standards, developing in the direction of becoming more modern and more sustainable, reflected in its active participation in initiatives in global finance, typically the Green Finance Initiative with the active support and cooperation of the German Agency for International Cooperation (GIZ), the Corporate Governance Initiative within the framework of cooperation with the German Agency for International Cooperation (GIZ) and Organisation for Economic Co-operation and Development (OECD), Sustainable Stock Exchanges Initiative… Therefore, every securities companies need to strengthen their competitiveness In order to improve competitiveness, improving the quality of Marketing, finding effective marketing solutions suitable for businesses is one of the best solutions More specifically, securities companies have to the design and organize the most appropriate and effective marketing mix policy for all the potential of the business to gain the most competitiveness After 15 years of establishment and development, VPS securities company has achieved many achievements, but there are still certain limitations in building and implementing marketing mix policies Therefore, I decided to conduct this graduation thesis with the topic " A study on application of Marketing mix policy in VPS Securities Joint Stock Company" Research purposes Based on the urgency of the given topic, the thesis brings the most complete, concise and comprehensive theories about Marketing in general and Marketing mix policy in particular Especially, this study goes into depth analysis and assessment of this operation of VPS as well as brings the most detailed information about the company to the entire public With the goal of solving the limitations and shortcomings of VPS’s Marketing mix policy in the near future, the thesis offers practical and useful solutions to improve the efficiency of the Marketing mix specifically for VPS that the company can use Specifically, the goals are as follows: - Mention the theoretical basis, general theory of Marketing and marketing mix policies; - Research the current situation, analyze and evaluate the construction and implementation of marketing mix policy at VPS, find out the limitations and causes; - Proposing solutions, building campaigns for Marketing mix policy in near future for better effectiveness of the Marketing mix at VPS Research scope and objectives 3.1 Research objectives First, the most common object of the research must be mentioned are securities companies and their marketing activities in Vietnam The key is to focus on researching the effectiveness of the Marketing mix policy at VPS Securities Joint Stock Company 3.2 Research scope - Spatial scope: The study was carried out at VPS Securities Joint Stock Company at unit Dong Do transaction office 35 Thi Sach, Hai Ba Trung, Hanoi - Time range: VPS information is collected from 2006 to 2020, especially mainly focusing on data in the period 2017 to 2020; market orientations , company