Principles Of Marketing Viettel “Your Way” Army Telecommunication Industry Corporation.pdf

Viettel is currently a large telecommunications service provider in Vietnam,investing, operating, and doing business in 13 countries stretching from Asia,... The relocation helps the Vie

PRINCIPLES OF MARKETING

Way”

Army Telecommunication Industry Corporation

Nguyễn Thị Thu Hiền

Nguyễn Thị Anh Thư

Class: IB1606

Supervisor: ĐOÀN THỊ THANH HƯƠNG

Ha Noi July 12, 2021

BRIEF CONTENT

Acknowledgement……….3

Executive Summary……… 4

Part 1: An Overview Of Viettel Corporation. a Introducing Company……… 5

b Vision & Mission………6

c Eight core values……….6

Part 2: Situation Analysis a Company SWOT analysis……… 9

b Product/service SWOT analysis………12

c Competitive analysis………….………14

d Customer analysis……….16

Part 3: Marketing Analysis a Viettel's market and customer target……….18

b Differential/Competitive Advantage……….19

c Marketing Objectives……… ……23

d Overall marketing strategy….……… 24

Recommendations

We would like to express deep gratitude to our teacher- Mrs Doan Thi ThanhHuong for her valuable suggestions, enthusiastic encouragement of thisassignment

Many special thanks are extended to our teammates who are willing to raiseideas, build creative content for this assignment

EXECUTIVE SUMMARY

This report was commissioned to research and analyze the army telecommunicationindustry corporation- Viettel It examines the route of winning the hearts and minds ofthousands of millions of Viettel’s customers in Viet Nam and in the world

The study begins with an overview of Viettel, and answers the questions what is Viettel’svision and mission? How do the eight core values determine the way for Viettel’ssuccess? Furthermore, the research analyzes the situation dimension in Viettelcorporation The SWOT analysis in the company and product/services will be solved Wecontinue to examine the competitive and customer analysis From that, some evaluationswill be drawn Moreover, this study reveals the marketing analysis In this dimension,firstly, defining the market/customer target of Viettel Secondly, how Viettel makes it benumber one in telecommunication Vietnam’s industry through the differential/competitive advantage sector Thirdly, we evaluate the marketing objectives In whatways Viettel clarifies its goals and targets, considers marketing objectives as a vehicle todrive Viettel’s mission Finally, an overall marketing strategy It will focus on mixmarketing strategy including product, price, promotion, distribution, and how Viettelapplies these strategies wisely in the actual environment The study ends with somerecommendations by judging and estimating briefly

The results of this report assume that the value Viettel brings to its customers is worth it

It stems from the mission of understanding the mind and demand’s customers We alsoaccept that the marketing strategies have taken Viettel’s image into the hearts’ customersand precaution’s competitors

Part 1: An Overview Of Viettel Corporation

1 About Company

A Vietnamese multinational telecommunications company

CEO: Le Dang Dung (Jul 31, 2018–)

no matter who they are and wherever they are

Viettel is currently a large telecommunications service provider in Vietnam,investing, operating, and doing business in 13 countries stretching from Asia,

America, Africa with market size of 270 million people, about 3 times as much.times the population of Vietnam

Besides telecommunications, Viettel also participates in high-tech manufacturingresearch and production and a number of other fields such as postal, constructionand installation, trade and import-export, IDC

2 Vision & Mission

Viettel strives to become the leading Telecommunication- Electronic in Vietnamwho has prestige and position on the global economic map It pushes theVietnamese position on the global market

Viettel announced a new mission "Pioneering the creation of digital society" andmade the transition from a service provider telecommunications to a digital serviceprovider By the end of 2020, Viettel has formed six key platforms of a digitalsociety, including Digital infrastructure; Digital solutions; Digital content; Digitalfinance; Cybersecurity, and high-tech industrial production research

The relocation helps the Viettel brand fit with the new strategy and vision that havebeen declared and implemented in practice; affirming that Viettel is no longer amere telecommunications service provider

Viettel has incessantly effort, creation, and research to bring the quality of productsand services for customers

“We make the quality of the product is essential, all employees in M1 always tryyour best because of customers’ prestige for a smart, safe, convenient social”1) Eight core values

The core values are Viettel's commitment to customers, partners, investors, society,and ourselves These values are the guideline for all activities of Viettel to become

an innovative business for people

Practice is the criterion for testing the truth

All officers and employees of Viettel are always aware that the theory is gray, onlythe tree of life is forever green The theory is to summarize reality, drawexperience, approach the truth and predict the future Viettel people need reasonand prediction to lead But in the behavior culture within Viettel enterprises, onlypractice can confirm whether those theories and predictions are true or false.Viettel people also evaluate people through practical processes

Grow through challenges and failures.

Viettel people realize that challenges are stimulants and difficulties are furnacesthrough which "throw it to death and you will live" Viettel people encouragefailures and find in failure mistakes to fix together In addition, Viettel people alsocriticize frankly and constructively right from the time the incident is small withthe spirit of market and progress

Quick adaptation is a competitive strength

"Not daring to change is to refuse your own opportunity" - that is a behavioralculture within Viettel enterprises that Major General Nguyen Manh Hung left toyoung people, not only Viettel

Creativity is vitality

Viettel's motto of action is "thinking not old about what is not new and respectfullyhonoring the smallest ideas" Viettel people strive to build an environment thatencourages creativity so that each person can be creative every day and have theopportunity to participate in the "idea festival" that is held regularly

Systems thinking

The process of building corporate culture at the company needs to follow systemsthinking to simplify Each organization must have a strategic vision and a theorythat guides the system as a foundation A system that wants to develop quicklymust be professionalized, a good system will make people better

Tradition and how to be a soldier

Perhaps the corporate culture of Viettel Group has developed "quickly" as it istoday because of this "soldier" culture Courageous bravery, not afraid ofhardships, steadfastness, and trust have made the strength and difference forViettel

Viettel is the common house

Viettel takes group work for personal development Each person, each unitcooperates like parts of the body Employees through generations will pile upbricks to build Viettel's corporate culture more and more strongly.

Part 2: Situation analysis

a SWOT of Viettel Company

1 Strengths

Is a trading company on post and telecommunications equipment with theaccumulation of a relatively large amount of own capital and a stable financialsituation

Ability to easily raise capital thanks to the company's reputation

The company provides good quality products and services Company import goodsfrom reputable companies and always check goods quality and the sales staffalways assist clients in consulting, installation, freight, repair and maintenancewhen required

Many aspects as an operator, cable, in fact remain exclusive, no real competition.However, in the near future, these items will also be competing

At the same time, its current staff has high qualifications and extensive experience

in the business Most of them are college graduates or specializing inTelecommunications with high responsibility and enthusiasm for work

During the process of formation and development with many years of experience,the company has established itself as a large and stable market with a network ofpostal provinces The company has many relations with domestic and foreigncustomers in the field of information devices supply, enabling the company tosupply all kinds of products, meeting consumer demands This is one of theconditions to raise company prestige which other business units are not easy toachieve

Company's customers are often organizations and units under the Corporation sotheir ability to pay is ensured by the Corporation

In addition, the company is a member of the Corporation, has intimaterelationships with customers inside and outside so it should always be supported inmany aspects

2 Weaknesses

Many items and parts of operations are not effective, losses are incurred whichcreates difficulty for the company when the environment is increasingly in fierce

- Advantages in receiving modern

technology, providing new, diversified,

high-quality services

- Diverse services, advantages in

providing package services, meeting the

needs of large customers who require

setting up a private network

- Has a large market share of loyal

business customers

- The network develops according to administrative geography, causing waste and difficulty in upgrading

- Business awareness and experience

in the market environment is still limited

- The labor force is too large, there is

a shortage of highly qualified experts

in economics and technology

2 Mobifone

MobiFone was established in April 1993 with the initial name of MobileInformation Company, under the Vietnam Posts and TelecommunicationsCorporation (formerly) MobiFone is the first enterprise to provide mobiletelecommunications services in Vietnam

MobiFone's main field of activity is designing, building, developing networks andproviding new mobile information services with modern advanced technology andtechniques, and trading in mobile information services

- Having free brand ambassadors

is a very successful and famous

customer group

-Mobifone has strong coverage

throughout the country

-Diversifying many types of

sims to meet a wide range of

customers and provide many

special incentive programs

-Deploying many convenient

services for customers to help

-The price is not competitive, the incentivesare not too much

-The infrastructure of the Mobifone networkoperator is not really uniform in all regions Inrural areas, remote areas and urban cities, thequality of transmission lines is still poor

customers enjoy maximum

benefits during use

Basically, Viettel has mastered the research and production process oftelecommunications infrastructure equipment, thereby contributing to ensuring thesafety and security of information for Viettel network and the country Therefore,Viettel must regularly adjust and restructure the organization, transforming itsbusiness methods in line with the trend of competition and technologydevelopment both at home and abroad creates a model that is both a mediacompany and an art company that offers a number of services Entering a newphase, the new term is also the 4th development phase of the Group The term2020-2025 is the first step for Viettel to implement its digital transformationstrategy, pioneering the creation of a digital society, taking the high-tech defenseindustry complex as the core

d.Customer analysis

In the economic time of the market, customers have a lot of choices such as goodphone quality with nationwide coverage and high success rate like MobiFoneVinaPhone If the charges are cheap and the coverage is wide, such as Viettel Withthe slogan "Speak your way", Viettel always targets all types of customers: fromhigh-income people to low-income people, in remote areas, bordering islands.Therefore, Viettel is the first choice of customers

Low-income customers are mainly: students and low-income workers Thisgroup of customers will use the cheapest services such as contacting,searching, surfing the web for free

Middle-income subjects are mainly state agency workers and small businesspeople This target group often uses it to communicate with partners,colleagues and use prepaid packages such as Daily, Tomato so they willpay a little fee

In high income are successful businessmen, many development companies.This group uses Viettel services to make doing business easier and faster Sothey will pay a lot of fees for all high-quality services that they used

In addition to introducing packages for customer groups, Viettel also has moneytransfer and advanced services such as ViettelPay connecting with corporations,paying tuition fees at major universities

In fact, the method that Viettel is doing is similar to how Grab's points accumulatewith each customer's trip Every time you use Viettel's service, Viettel will getpoints for you It is a cycle that any network operator wants to have, especially inthe context that the telecommunications market is increasing customer engagement

is extremely important Many tele companies want to create opportunities forthemselves and better serve customers That is also the reason why so far, inVietnam, only Viettel has done this

Part 3: Marketing Analysis

a Viettel's market and customer target

1 Viettel’s market

Viettel's main market is the Vietnam market Viettel is the largest mobile market inthe VietNam with 65 million mobile subscribers, accounting for 54% market share(in which 45 million data subscribers) and 5.8 million fiber Internet subscribersaccounting for 41.5% of market share Viettel's telecommunications network is asuper-broadband network with 360,000km of fiber optic cable to most districts andcommunes with 120,000 broadcasting stations and 5 storage centers meetinginternational standards

In addition to the domestic market, Viettel has now expanded a lot and is present

on 3 continents: Asia, Africa, and America Thus, after more than 10 years ofoverseas investment, Viettel Group has its own brand in 10 countries (Cambodia,Laos, Myanmar, East Timor, Peru, Haiti, Mozambique, Tanzania, Cameroon,Burundi) in 3 continents continents of the world (Asia, America, and Africa).Viettel aims this year to expand the investment market to reach a population of400-500 million people and enter the Top 10 global telecommunicationscompanies With high results and achievements, Viettel has affirmed its position.Vietnam's telecommunications power reaches out to the world

# a few trips abroad lead to success and prestige :

In 2008, Viettel invested in a mobile network in Cambodia, many people doubtedViettel's ability to succeed in the country of Chua Thap because this market has toomany carriers and Viettel is a latecomer But only a while later the good news came

to Viettel when Metfone rose to the No 1 position in this market By the end of

2012, Viettel really grew up in the telecommunications market