Services Marketing Management-Mkt202 Group Assigment.pdf

2021

III Consumer Research 8

3.1 Primary Research of the consumer and customer profile 8

3.2: Consumer Insights 9

3.3 Challenges and problems that the service provider is facing 9

IV: Analysis and Evaluation of Current 7Ps Marketing Strategy 11

I: Introduction

Viettel (complete name in Vietnamese: Tập đoàn Viễn thông Quân đội) is Vietnam's biggest versatile organization administrator entirely possessed and worked by the Ministry of Defense It is a state-possessed endeavor which set up in 2004 with the settle situated in Hanoi It has around 80 000 bosses in Vietnam just as different nations and have and served in excess of 90 million clients from 10 nations It additionally one of 30 greatest telecom organizations on the planet Viettel is a very notable brand in Vietnam, and have high trust from the client because of their great assistance with sensible costs, numerous social supportable improvement projects, and the standing as a venture of officers They have solid associated and organization with the public authority and the military powers, and got a great deal of commendations from the Party as the years progressed

II: Service Organization’s Situation Analysis

2.1: Business/company Context

"Viettel Military Industry and Telecommunication Corporation is a guard financial undertaking of the Military Industry and Broadcast Communications Group, set up under Decision No.2079/2009/QD-TTG of the Prime Minister endorsed on December 14 2009 100% capital of the state, is liable for acquiring the rights, lawful commitments, and authentic interests of the Military Telecom Corporation

Viettel Military Media communications Corporation is practiced by the Ministry of Safeguard and is a military business undertaking in the field of post -broadcast communications and data innovation With the trademark "Say it your way", Viettel consistently endeavor to develop during the activity Viettel is Vietnam's biggest broadcast communications and data Technology Company and one of the quickest developing broadcast communications organizations on the planet and one of the main 15 broadcast communications organizations on the planet with a worldwide number of supporters The procedure of Viettel Group, later on, is to keep on creating IT applications to remember for all fields of public activity and emerge in numerous unfamiliar business sectors, to turn into a worldwide enterprise, situated in the 20 biggest media communications organizations on the planet Other than Telecommunications

2.2: SWOT Analysis

Strength:

• Viettel has the advantage of being a 100% state-owned economic defense enterprise with a charter capital of VND 50,000 billion The Group's investment activities are mainly from self-reliant capital, less need to borrow from banks so financial resources are abundant and stable Viettel's financial activities are healthy, transparent and efficient

• Being the unit with the most competitive rates according to the product packages: Viettel packages are really attractive and suitable for each customer

• Is a unit with an attractive network package

• Has a stable, highly qualified, professional, rejuvenated and disciplined technical staff

• Service quality and customer care policy are increasingly improved and improved, best meet the needs of customers to contact and use services, create trust, build and develop a number of a large number of loyal customers

Weakness:

• Due to the new entry to the market of providing Internet, Viettel is 10-20 years later than other companies, and still very young in terms of both economic potential and experience, the time to contact customers is after VNPT or FPT

• Investing in many areas should lose the concentration of capital Opportunity:

• Viettel is the most typical name in 2010 in terms of overseas investment Countries such as Laos, Cambodia, and Myanmar are an open opportunity for Viettel, especially when barriers to laws, tariffs, and culture are also gradually reduced, due to the integration and globalization process • Government development policies in the Post and Telecommunication

industry

• Internet is developing constantly in Vietnam and other developing countries, so this is a good opportunity for Viettel to accelerate its development With an equity capital of more than 500,000 billion VND and a talented staff, Viettel can quickly update the latest technology, the most advanced, and perfect its products This is also an opportunity for Viettel to outpace its competitors, completely dominate this potential Internet supply market Threaten:

• The economy is open, creating conditions for foreign Internet businesses to enter the Vietnamese market

• 33% of Vietnamese villages are located in mountainous areas, making it difficult to deploy services and hindering the development of the Internet • Lack of autonomy in modern technology is a major obstacle for Internet

service providers, including Viettel

• Competition can lead to a price war, which in turn can severely reduce the quality of the service; thereby reducing the reputation of the business

2.3: Competitor Analysis

Currently there are many internet service providers, but most of the market share is concentrated in the hands of the three big players Viettel, FPT and VNPT With such fierce competition, service quality, price, and charges are always offered by suppliers at the most attractive level to attract customers This is very beneficial for the user Let's compare Viettel network, FPT network and VNPT network to see which carrier is the best

The first is the quality of the transmission line, almost all providers use fiber optic lines instead of copper cable ADSL lines in the past The upgrade of the

transmission line helps the domestic and foreign access speed are both faster and at the same time more secure

Viettel is a reputable supplier with seniority and at the forefront of the

transmission line upgrade move Therefore, Viettel network will be guaranteed the highest level of stability, well meeting the demand of the most demanding users The technical departments of the carriers are almost all skilled and resourceful engineers Particularly for Viettel network, technical staff are always fully aware of the welcoming thought with customers and provide enthusiastic and attentive support Conduct a quick survey when the customer needs to participate in the service, and complete the installation as soon as possible

2.4: PESTLE analysis

• Political factors: Wifi and internet are a daily part of life Customers wish the government to acknowledge the internet as a basic human right It’s required for education and many careers Even applying to a job is an online experience; going to a company website and uploading a resume on their servers is essential Therefore, the government always makes policies to support as well as create conditions for a network provider to develop infrastructure as well as borrow money from the government • Economical factors: Interest rates, inflation, and taxes affect the

telecommunication industry Expenses affect the pricing per plan offered to customers too It’s expensive to build towers and resources in rural areas Customers who don’t live in big cities are affected Growth is dependent on the market (customers) and technological advancements Businesses are using the internet and mobile phones for marketing They create social media pages, advertisements on sites, and digital marketing campaigns to reach customers around the world Customer service representatives are hired to solve problems via website live chat Marketers, writers, and media managers handle online marketing and campaigns Graphic designers and programmers are necessary to create websites for computers and mobile users

• Social factors: Broadcast communications even development is restricted In particular, it's troublesome (and costly) to grow in provincial locales Clients are left with not exactly a modest bunch of alternatives with regards to purchasing web, versatile, and TV bundles Since media transmission partnerships are restraining infrastructures, they're accountable for both web and versatile transporters Clients need these bundles to speak with companions, participate in web-based media challenges, purchase items on the web, discover stable professions and then some Telecom has become an unfathomably significant part of the everyday life of the normal individual • Technological factors The two necessities and prerequisites for telecom :

administrations are progressing For instance, phone organizations introduce fiber wire in their works over copper now Telephones are turning out to be smaller, moving the telecom business into an essentially remote business Basic needs in cell phones, similar to voice message, guest ID, and informing are covered Presently individuals need web access in a hurry

Along these lines, information is added to portable plans Wifi has been incorporated into transports and vehicles as well This 'need' prompts more interests in organizations who hold a solid impact over telecom

advancements in PCs, cell phones, and workstations

• Legal factors: The internet service provider industry is often affected by legal issues Especially issues with governments, monopolies and customers But this industry has allowed import and export of telecommunication products, network cables Allows more developments in the internet supply • Environment factors: Environment changes and an Earth-wide temperature

boost can influence how telecom items arrive at clients Regarding business, with innovation propelling, representatives need to adjust to changes Products travel every which way, regularly supplanted by something 'better' (contingent upon who is asked, client or organization) The past adaptation gets repetitive or pointless This means individuals who dealt with a past variant may now be jobless Clients request and telecom organizations are required to convey However, with needs in the telecom business evolving regularly, it's not ensured which innovation will remain, be progressed, or disposed of

III Consumer Research

3.1 Primary Research of the consumer and customer profile

Viettel’s motto is to always targets all types of customers: from people with high income levels to those with middle-low income Nationwide coverage, from remote areas to border areas and islands Viettel is always the first choice of customers Currently, Viettel's customers are classified into 3 main groups: Low-income customers: mainly pupils, students, and workers with low income This group of customers uses the Internet mainly to communicate with family and friends because they have to go to school or work away from home In addition to the function of using communication, this target group also uses utilities such as accessing the web, listening to music, download games and other convenient services

Middle-income group: mainly workers, employees, office workers, small business people These audiences often use network services to communicate with colleagues, family, and business associates

High-income groups: mainly high-income traders, successful businessmen This target group often uses the carrier's services to create business links, exchange friends, relatives, family This target group often uses prepaid subscription packages because they have high and stable income

3.2: Consumer Insights

According to the Vietnam Digital Advertising 2019 report released by Adsota, on average, each Vietnamese person spends nearly 7 hours accessing the Internet every day on all devices Of which, about 2 hours was spent on social networks Vietnamese people mainly access the Internet through mobile tools, especially smart phones Using a personal computer to participate in the online world accounts for about 30% Therefore, the smartphone has become an important touch point, influencing many customer decisions The number of consumers using smartphones to look up product information and buy goods reached an impressive proportion of 59% and 53% Accordingly, Vietnamese people tend to love and interact more with content designed to be mobile-friendly

The Covid-19 pandemic led to a data explosion, as consumers spent more time studying and working from home leading to major changes in people's consumption habits and behaviors During the complicated epidemic, the more people studying and working from home, the online educational platforms, teaching and online meetings, seminars have become a habit Meanwhile, the demand for Internet connection increased sharply, allowing many entertaining activities in the home as well as online meetings with friends and relatives to remain safe In isolated areas, the demand for Internet use has surged, mainly serving the needs of online work, online teaching and learning, and online entertainment

3.3 Challenges and problems that the service provider is facing

A, Problems

Because of the large network, Viettel's service quality and level of contact with customers are still low, failing to meet the increasing demand of customers The investment in infrastructure that cannot be completed immediately also

significantly affects the quality of the service Therefore, the level of competition in service quality is not high

The implementation and installation of infrastructure is not high due to many external impacts In the suburbs, newly built housing areas or in remote and

isolated areas, the development of Viettel's Internet infrastructure still faces many difficulties The technical connection there is still quite complex and difficult Besides, the demand for using the Internet of this group is not high

Viettel technical staff in remote and remote areas are limited, traveling is difficult, so when problems occur, the remedy is slow and not flexible

B, Challenges

The demand for using Internet services is increasingly high, serving mainly for entertainment needs, especially in the context of the complicated epidemic Covid-19, which makes the frequency of outside activities such as eating, meeting friend… is also limited In addition, the shift of workers, students to learning, working from home, and online entertainment services in the context of epidemics has made customers' demand for Internet use increasingly high This is definitely a big challenge for not only Viettel but all service providers, because how to meet the needs, satisfy customers with quality and service when the demand increases are not easy Meanwhile, Viettel with large network, so service quality and level of contact with customers are still low, not able to meet the increasing demand of customers If Viettel wants to retain customers, Viettel needs to make changes to suit customer needs and tastes That will be a big challenge for Viettel

Besides the increasing demand of customers, the fierce competition of the market is also a big challenge for Viettel Customers also have more choices about service providers Viettel faces extremely stiff competition from rival companies such as VNPT, FPT, CMC especially two rivals VNPT and FPT FPT's strength is that they always understand and grasp customer psychology Therefore, they are always pioneering in service expansion In addition to customer care services, FPT's service quality has also been assessed well The transmission line provided by FPT is of good quality, has a fast and stable speed Moreover, when choosing to use the FPT package, customers will be able to sign contracts quickly and experience excellent customer care quality With VNPT, their advantage is a reputable network operator with many years of experience in this field In recent years, VNPT has promoted the development of solid infrastructure, providing extremely wide coverage VNPT's transmission line is also quite stable, especially international transmission The pressure from competitors is great And maintaining its position requires Viettel to have appropriate policies and strategies, improve service quality, overcome outstanding weaknesses This is not easy for