Some solutions to improving the marketing mix strategy at tam thai agro forestry products processing joint stock company

DECLARATION I hereby declare that this graduation thesis is my work with the support of my supervisor and has not copied the work of others The secondary information used in the thesis is original and cited I take full responsibility for this pledge! Student Nguyễn Xuân Thúy ABSTRACT ACKNOWLEDMENTS In the process of completing the thesis, I would like to thank the teachers and lecturers of the Academy of Finance for equipping me with the most necessary knowledge to be able to complete the thesis In particular, I would like to express my deep gratitude to Ms Tran Thu Hoai for her enthusiastic guidance and correction of errors so that I could successfully complete this graduation thesis I would like to express my sincere thanks to the Board of Directors of Tam Thai Agro-Forestry Processing Joint Stock Company and the brothers and sisters in the Marketing Department for creating conditions for me to practice and complete the thesis This thesis cannot be error-free due to my internship at the firm and my limited practical experience As a result, I hope to receive the guidance of my teachers to make my thesis more complete Thank you so much! LIST OF ABBREVIATIONS LIST OF FIGURES AND TABLES List of figures Figure 1.1: Channels for personal consumer products 23 Figure 2.1: Logo of Tam Thai Agro-Forestry Products Processing Joint Stock Company 27 Figure 2.2: Main products of Tam Thai Agro-Forestry Processing Joint Stock Company 28 Figure 2.3: Stores provided by the company 29 Figure 2.4: Structure Organogram of Company Tam Thai 30 Figure 2.5: Survey results of customers' opinions on the quality of products from Tam Thai Company .35 Figure 2.6: Survey results of customers about the diversity and richness of Tam Thai Company's products 36 Figure 2.7: Survey results of customers about the packaging of products from Tam Thai company 37 Figure 2.8: Survey results of customers about the price of products from Tam Thai Company 38 Figure 2.9: Survey results of customers about the location of the headquarters of Tam Thai Company .39 Figure 2.10: Survey results of customers about the convenience and ease of buying directly from Tam Thai company 40 Figure 2.11: Survey results of customers who know the products of Tam Thai Company 41 Figure 2.12: Survey results of customers about professional website design from Tam Thai Company .42 Figure 2.13: Survey results of customers about a variety of promotions, suitable for many customers from Tam Thai Company 43 Figure 2.14: Survey results of customers on public relations activities from Tam Thai Company .44 List of table Chart 2.1: Business results of Tam Thai company in the period of 2019-2022 .33 TABLE OF CONTENTS DECLARATION ABSTRACT LIST OF ABBREVIATIONS LIST OF FIGURES AND TABLES .4 TABLE OF CONTENTS INTRODUCTION RATIONALE OF THE STUDY .8 DEVELOPMENT 12 CHAPTER 1: LITERATURE REVIEW OF THE MARKETING MIX .12 1.1 Marketing overview 12 1.1.1 Definition of Marketing 12 1.1.2 Role of Marketing 13 1.1.3 Functions of Marketing 13 1.1.4 Marketing Process 14 1.2 Overview of marketing mix .15 1.2.1 Definition of Marketing Mix 15 1.2.2 Role of Marketing Mix 15 1.2.3 Elements in Marketing Mix 16 1.3 MARKETING-MIX STRATEGY CONTENT .18 1.3.1 Product strategy 18 1.3.2 Price Strategy .21 1.3.3 Place strategy 23 1.3.4 Promotion strategy 24 CHAPTER 2: THE STUDY STATUS OF THE MARKETING MIX ACTIVITIES AT TAM THAI AGRO-FORESTRY PRODUCTS PROCESSING JOINT STOCK COMPANY 27 2.1 General overview of Tam Thai Agro-Forestry Products Processing Joint Stock Company 27 2.1.1 Introduction 27 2.1.2 Business sectors 28 2.1.3 The process of formation and development 28 2.1.4 Organizational structure 30 2.2 Status of the marketing mix activities at Tam Thai Agro-Forestry Products Processing Joint Stock Company 33 2.2.1 Product strategy 33 2.2.2 Price strategy 37 2.2.3 Place strategy 38 2.2.4 Promotion strategy 40 2.3 General assessment of marketing mix activities at Tam Thai Agro-Forestry Products Processing Joint Stock Company 45 2.3.1 Achievements .45 2.3.2 Limitations and existences 46 2.3.3 Causes of limitations and existences .47 CHAPTER 3.PERFECT THE MARKETING MIX STRATEGY AT TAM THAI AGRO-FORESTRY PRODUCTS PROCESSING JOINT STOCK COMPANY 50 3.1 Orientation of marketing mix activities of Tam Thai Company 50 3.2 Measures to improve pricing strategy .50 3.2.1 Product solutions 51 3.2.2 Price solutions 54 3.2.3 Place solutions 55 3.2.4 Promotion solutions 57 3.2.5 Human resource development solutions .59 CONCLUSION 62 REFFRENCE 63 INTRODUCTION RATIONALE OF THE STUDY Today, as the economy grows, many large and small businesses are growing and asserting their market position Each business must have appropriate development strategies to develop and compete with other businesses Marketing strategies, particularly the marketing mix strategy, play an essential role in the business process by assisting businesses in developing the most complete and synchronized marketing system between the stages of product development, pricing, promoting product advertising, and distribution to consumers and from there, creating maximum satisfaction for customers, and helping businesses achieve profit goals During my internship at Tam Thai Agro-Forestry Processing Joint Stock Company, I discovered that the company is one of the most prestigious enterprises in Hanoi, and that it has gradually overcome difficulties to maintain its market position in the current volatile economic situation Tam Thai Agro-Forestry Processing Joint Stock Company has worked hard to develop and improve its customer service The company has applied the marketing mix to production and business activities and has seen initial success; however, it has not yet fully realized the marketing mix's potential, so the product consumption market remains relatively small In the coming time, in order to expand the market all over the country, export, and improve its image and reputation, Tam Thai Agro-Forestry Processing Joint Stock Company needs to invest and perfect more marketing mix activities Recognizing the above importance, I made the decision to select the topic “Some solutions to improving the marketing mix strategy at Tam Thai Agro- Forestry Products Processing Joint Stock Company” for a graduate thesis in my university training program AIM OF THE STUDY Analyze and evaluate the current situation of the company's marketing mix activities in order to offer solutions to improve those activities in the future The specific goals are set out as follows: First, clarify the general rationale for the marketing mix Second, analyze the company's marketing mix strategy for the period of 2020– 2022 Third, propose solutions to improve marketing mix activities at Tam Thai Agro-Forestry Processing Joint Stock Company METHODS OF THE STUDY The research methods used in the thesis are combined to produce data that reflect the research problem comprehensively, objectively, and multidimensionally, such as data collection methods, analytical methods, compare and synthesize, and the SWOT analysis method SCOPE OF THE STUDY About time: Research data for the year 2020-2021-2022 About space: The topic was researched at Tam Thai Agro-Forestry Processing Joint Stock Company About the content: The thesis focuses on researching the general theoretical basis of the marketing mix, thereby analyzing the current situation of the company's marketing mix activities and offering solutions for the future ORGANIZATION OF THE STUDY The report includes chapters: Chapter 1: Literature review of the marketing mix Chapter 2: The study status of the marketing mix activities at Tam Thai Agro-Forestry Processing Joint Stock Company Chapter 3: Recommendations for some solutions to perfect the Marketing-Mix strategy at Tam Thai Agro-Forestry Processing Joint Stock Company 10