Business Decision Making Assignment 2

The impact of Marketing Philosophies Management on Q-Soft’s Gold-Island Game based on customers’ perception Transmitted to: Q-SOFT Prepared for: Mr Jubred Ada Peñano (Lecturer) Unit 6: Business Decision Making Banking Academy, Hanoi BTEC HND in Business (Finance) Prepared by: Maple Group Vương Thị Quỳnh Anh - Lynn Ngô Thị Huyền Trang - Jess Nguyễn Phương Thảo - Key Nguyễn Thị Kiều Anh - Snow Submitted: 25/04/2013 TABLE OF CONTENTS EXECUTIVE SUMMARY In this article we study about philosophy based on marketing activities of Q-Soft namely Island Gold game, so that we can know the strengths and weaknesses of product (Gold Island game) need to be improved in order to satisfy consumers such as reasonable prices, quality products, have attractive promotion programs, product were sales in location convenient for buying and delivery Based on that, there will Q-Soft strategies to attract customers bring more profit for the business First, in the Introduction shows an overall background of the research including information about Gold Island is one game of Q-Soft In the main body we talk about Research objective and plan for collecting primary and secondary data to know what customer need and want of Q-Soft's products and services, survey methodology and sampling method used in the project After that, we talk about questionnaire to know the satisfaction level of customers on products and services Q-Soft The third is the results of the research and conclusions including table, chart, calculation and interpretation At last is recommendation for Q-Soft and Gold Island to develop more In conclusion, we are summarizing and analysis opinions about Gold Island and Q-Soft to be able to give the reader an overview and comprehensive INTRODUCTION Founded in 2005, Q-Soft Vietnam quickly defines its stand as one of the leading Software Development and Website Design Company in Vietnam Our experience, expertise, bestequipped facility, professional management and commitment have been bringing our customers utmost satisfaction and in return rewarded us with rapid and sustainable growths over the past years Being based in Hanoi Vietnam, Q-Soft Vietnam successfully thrives in a growing and competitive hi-tech market as a top ranked software development company, software outsourcing service provider, and cost-effective website design firm Q-Soft Vietnam provides you with premium and comprehensive solutions in Offshore Outsourcing Development Service, Software Development, Custom Website Design, Ecommerce Website Design and Mobile Application Development We are a CMMi Maturity Level certified, ISO 9001:2008 certified, and heading for ISMS ISO27001 in 2014.Apart from the recognized quality services, Q-Soft Vietnam has always been the first choice for customers of needs in terms of prices The Vietnamese professional software offshore outsourcing company is committed to provide international standard services for its customers at affordable rates Moreover, Q-Soft also produce many high quality game products, Gold Island is one of this, it is considered one of the best games on the app store for iPhone and iPad was described: Your job to collect as much gold, diamonds, pearls and come out with the most amount of money you can Gold-Island game features: Includes 18 levels (will support new levels), addictive and simple game play, cool graphics and sounds, background music, auto save game when phone rings, free lifetime updates (qsoftvietnam, n.d.) This article aims to find the needs of our customers about products and services Q-Soft This article uses information on the many different communication media and actual data were collected from small survey for consumers then is calculated and careful statistics A PREPARATION FOR THE RESEARCH I RESEARCH OBJECTIVES AND PLAN Research objective The research title is “The impact of Five Marketing Management Philosophies on QSoft’s “Gold Island” base on its customers”; it belongs to the Marketing Area The research has five main factors of title: Production concept, product concept, selling concept, marketing concept and societal marketing concept The objective we set below is based on five factors: • To determine which philosophies is preferred by its customer • To discover which philosophies can bring more benefits for Q-Soft • To evaluate advantages and disadvantages of each philosophies on Q-Soft’s Gold Island Research plan To complete the research, we use two types of data is primary data and secondary data and we have to make plans of collecting these data • Plan of collecting primary data Activity Location Membe rs All 1st Meeting: Making research Paris Gateaux, Thai Ha, Ha 09/03/201 member title Noi s Contacting to Mr Tran 22 Tran Thai Tong, TrungKien director of Q-soft 11/03/201 Lynn, DichVong, CauGiay, Ha for her permission of the Jess Noi research on the company Date All 2nd Meeting:Making Paris Gateaux, Thai Ha, Ha 20/03/201 member questionnaire Noi s Asking lecturer for checking Banking Academy 12 Chua the questions Boc, Ha Noi Doing survey with 25 customers Vincom Shopping Mall, 191 Ba Trieu, Ha Noi Doing survey customers with Doing survey customers with Doing survey customers with 21/03/201 All 3– member 4/04/2013 s 6/04/2013 The Garden Shopping Center, The Manor 7/04/2013 Urban, Me Tri, Ha Noi National Economic 25 University, 207 9/04/2013 GiaiPhong, Ha Noi Banking Academy, 12 25 12/04/201 Chua Boc, Ha Noi 25 Collecting data from survey At home 13/04/201 Table 1.1: Plan of collecting primary data All member s All member s All member s All member s All member s Chart 1.1: The Gantt chart for action plan for primary data of Maple Group • Plan of collecting secondary data Activity Individual working, Searching information about area and topic, using internet, book, articles, etc Searching information about Gold Island and Q-soft by access Q-soft home page Online meeting via Skype to share and discuss the information Each member makes an own report of what they have found Each member submit to leader their own report Location Date Members At home 7/04/2013 – 11/04/2013 All members At home 12/04/2013 At home At home 14/04/2013 At home 15/04/2013 Table 1.2: Plan of collecting secondary data 13/03/2013 All member All members All member All member Chart 1.2: The Gantt chart for action plan for secondary data of Maple Group II RESEARCH METHODOLOGY AND SAMPLING METHOD Research methodology There are two types of collecting data: interview and questionnaire In the research about Q-Soft Company, we use questionnaire to collect data from respondents In this research, we use questionnaire is survey methodology that is used to collect data from respondents Our questionnaire consist 20 multiple choice questions with clear answers that helps respondents take less time to complete Respondents will tick in the answer that suitable with what they think about company and product The questionnaire has two type of question: closed question and opened question With closed questions, respondents must choose one of answers below question In the contrast, with opened questions, respondents can give answer that different with answer that we gave below questions To help respondents complete our questionnaire more convenience, we use mainly closed question to make questionnaire in my survey Sampling method • Type of research There are two types of research design: quantitative research and qualitative research Quantitative research is the use of sampling techniques (such as consumer surveys) whose findings may be expressed numerically, and are amenable to mathematical manipulation enabling the researcher to estimate future events or quantities (BusinessDictionary, n.d.) Qualitative research is by definition exploratory, and it is used when we don’t know what to expect, to define the problem or develop an approach to the problem Common data collection methods used in qualitative research are focus groups, triads, dyads, in-depth interviews, uninterrupted observation, bulletin boards, and ethnographic participation/observation (Mora, 2010) In this research, we used quantitative research design to make research about Q-Soft Company • Random sampling Random sampling is sampling method in which all members of a group (population or universe) have an equal and independent chance of being selected (BusinessDictionary, n.d.) In this research, we choose respondent randomly and many of them are people who play Gold-Island game of Q-Soft Company We decide conduct survey in four main place where have many people Four places are: • • • • Vincom Shopping Mall, 191 Ba Trieu, Ha Noi – 25 respondents The Garden Shopping Center, The Manor Urban, Me Tri, Ha Noi – 25 respondents National Economic University, 207 GiaiPhong, Ha Noi – 25 respondents Banking Academy, 12 Chua Boc, Ha Noi – 25 respondents In each place, we choose respondents randomly from customers or employees of Vincom Shopping Mall, The Garden Shopping Center, National Economic University, Banking Academy, to conduct survey about Gold-Island game of Q-Soft Company In this research, we selected small sample size with 100 respondents We choose 100 respondents because of many reasons such as lack of time to make questionnaire for larger sample size Another reason is we not have enough money to survey and make questionnaire with more than 100 respondents In addition, choosing 100 respondents help researcher easy to calculation from result of question in questionnaire III DESIGN QUESTIONNAIRE AND EXPLAINATION Questionnaire layout Our group use questionnaire as a survey method for this research After having the acceptance of the manager of Q-Soft Vietnam, we started to conduct the research towards the customers, who playing and have ever playing Gold-Island Game of Q-Soft Company The questionnaire will be directly given to respondents and the objectives of this survey will also be explained for them to understand and support researchers The questionnaire is designed on one A4 page including 20 questions divided into main parts • Part I (from question to question 5): Profile of customers, including genders, • age, occupation, civil status, and income monthly Part II (from to question 20): Evaluation of the impact of Marketing Management Philosophies based on factors: production, product, selling, marketing, and social marketing This layout is very logical, and all questions are very clear so it is very easy for respondents to support and answer it The most important thing is to help researchers easily in collecting and analyzing the results Response format From question to question is questions about customer’s profile It helps researchers identify demographic information of respondents who playing and have ever playing Gold-Island Game of Q-Soft Vietnam In simple words, it is personal information such as gender, age, occupation, civil status, monthly income help the researchers understand more respondents to easily assess awareness and behavior of respondents based on their demographic matters About the age, we have four responses: less than 21, from 21 to 30, from 31 to 40, from 41 to 50 and more than 50 In term of civil status, we have three responses which are single, married, and divorced/Separated, and for question about occupation, we have five choices including student, worker, office staff, business and others jobs About monthly income, we have five responses are nothing, under million VND, from - million VND, from - 10 million VND and over 10 million VND From question to question 20 are the questions about topic research: “The impact of Five Marketing Management Philosophies on Q-Soft’s “Gold Island” based on customers’ perceptions” 10 maintain quality and improve the quality of Gold Island and the price of products to appropriate with many types of customers • Recommendation In general, the quality of the Gold Island has satisfied customers with the high quality and Gold Island game is received good assessment from customer.For that reason Q-soft need to have policies to maintain quality and improve the quality of Gold Island such as designed, sound etc Furthermore, Q-soft needs to care about the price of products to appropriate with many types of customers Question 11 • Conclusion When compare the design of Gold Island with other game in this line, the main assessment of customers is “diverse” However, there are many respondents assess “similar” and “so so” and its distance is very small It means the design of Gold Island still has many similarities to other games and has not too much difference • Recommendation Q-soft should improve design of Gold Island to attach more customers and make it have many difference and diversity with other games Company can change the main color from yellow to green – hot trend of the year Besides, they also ought to add more flexible image, more emotion and new icon Question 12 • Conclusion The strongest point of Gold Island in customer mind is “design” and followed by quality It means design of Gold Island meet customer requirement and high quality make customer want to play it However, they also have the weakness point such as sound and • color Recommendation Design and quality of Gold Island received high assessment, but they also need improve it more and more Especially, Q-soft need to change color and sound, its color and sound is very simple, so they should find something new to change such as use more color, now they use only yellow, add more interactive, cute sound Question 13 • Conclusion 49 In general, the payment services in Gold Island game of Q-soft is assessed “normal” by customer and nearby convenient It means that in customer mind, they accept the payment service of Gold Island In the other side, Q-soft also received bad feedback such as many • respondent think it very inconvenient Recommendation It is said that the payment service of Gold Island is meet customer satisfaction; however, they also received bad feedback, so Q-soft should improve this service There are many activities help them improve such as: link with bank net to pay, use website to pay by card, they also use mobile card, and internet account to pay the fee and so on Question 14 • Conclusion The assessment of respondents about attitude of employees of Q-soft when selling Gold Island game is “normal” followed by friendly However, some people rate extremely unfriendly and unfriendly, it mean Q-soft also have some employee that have bad attitude • Recommendation Selling employee is the people have direct meeting with customer, therefore, Q-soft need to training them become friendly more and more All customer need friendly attitude because it make they want to buy and want to comeback, have a good attitude can attach more new customer and maintain old customer Question 15 • Conclusion The professionalism of Q-soft employees meets “satisfaction” in customer mind with the high rank and nearby professional However, the number of respondent choose extremely professional same as unprofessional and also have some people choose extremely • unprofessional Recommendation Because Q-soft also have some bad assessment like unprofessional and extremely unprofessional, so they need training more soft skill for its employees to help them can face with many problem of customer Besides soft skill, they also need to know not only basic knowledge but also advance knowledge about the function, and quality of game In general, Q-soft need to help their employee can solve all issue about Gold Island game Question 16 50 • Conclusion Over half of respondents (55 respondents) thinks the level of Q-Soft working effective is normal, 17 people said it work ineffectively while respondents choose work very ineffectively are 12 people Working effectively account for 16 respondent and vere effectively is respondents • Recommendation Q-Soft should increase the effective of hotline such as having many supporting staff to help customers deal their trouble when they use Q-Soft’s product and support customer as much as possible From that, company can improve the satisfaction of customer with company and keep old customers with long-term relationship Question 17 • Conclusion With opinion “Q-Soft’s official website provides a lot of useful information about GoldIsland Game”, 20 people said they strongdisagree, 31 disagree, 23 respondents thinks neutral, 19 respondents agree and respondents strong agree with this opinion As a result, many of customers think the website of Q-Soft not provide many useful information about Gold-Island game for them • Recommendation Q-Soft should add more information about Gold-Island game in company website such as the direction to play game, the rule of game, etc It helps customer easy to find information that they need about game and make convenience for customer when using Q-Soft product As a result, it can increase the level of customers’ satisfaction with company Question 18 • Conclusion Major respondents thinks the promotion campain of Q-Soft company for Golf-Island game is “so so” with 33 respondents, 26 people think it is ineffective while 15 respondents think it work very ineffective Beside it, respondents think effective and very effective are 17 and respectively • Recommendation 51 Q-Soft should have more promotion activities such as advertising in television, internet and so on for Gold-Island game to helps more customers know about this game, bring new customers and can helps company improve the revenue of Gold-Island game Question 19 • Conclusion With the social activity of Q-Soft based on its profits, over half respondents (54%) said Q-Soft have charity activities, 35% people said that company have scholarship for student Donate for social organization and build house for homeless account for 41% and 11% respectively • Recommendation Q-Soft need to have more social activities to improve company’s image to government and customer, from that, company will have more competitive advantages when compare with their competitors in market Question 20 • Conclusion In this question, 31 people said the charity activities of Q-Soft are normal, 25 people never heard it, 10 respondents not care about it Respondents said the charity activity of Q-Soft is good and very good is account for 22 and 12 people respectively • Recommendation Q-Soft should have more charity activities to make customers care about this activities as care about company, from that company can helps more people in social, can bring company closer with customers and increase company reputation in market 52 CONCLUSION It is undeniable that decision making play an important role in all business It decides the successes or failure of organization However, it is difficult in making right decision in business In Business Decision Making module will help learner have opportunities to understand and apply the techniques in searching information such as gathering data, storing data…By collecting information from Q-Soft’s customer through 20 questionnaire survey about aspects: promotion, product, place, selling, and social selling; this research brings readers an overview about Marketing Management and its impact on business decision making of Q-Soft Vietnam such as promotion strategies, pricing strategies, product strategies to satisfy customers and give some recommendation for Q-Soft to improve their performance… Our group hopes that this research is useful for not only learner but also QSoft Company 53 APPENDICES Appendix A Summary of data Question 1: What is your gender? Question 2: How old are you? Gender Age < 21 Male 21-30 Frequency 44 Frequency 35 46 31-40 Question 3: What is your civil status? Civil status Single Question 4: What you do? Frequency 41 Occupation Student Worker Frequency 42 Married Office staff 23 Question 5: What is your monthly income? < million Income Nothing VND Frequency 42 10 2-5 million VND 39 Female 41-50 56 >50 Divorced/Separated 56 Business Other jobs 10 18 5-10 million VND Question 6: How you know about Gold -Island of Q-Soft Vietnam? Televisio Social Internet Newspaper n network Frequency 48 25 > 10 million VND Friends Leaflet 19 Question 7: How often you play Gold-Island Game in a week? < times 3-5 times 5-9 times Frequency 35 40 19 Percentage 35% 40% 19% > 10 times 6% Question 8: Does Q-Soft Company updates the latest version of Gold Island? Frequency Never (0 -2) Rarely (2-4) Sometimes (4-6) 42 Frequently (6-8) 31 Regularly (8–10) 18 Question 9: How you assess the price of Gold-Island Game? Very Lowthe quality Acceptable High Question 10: What dolow you think about of Gold-Island Game? Frequency Frequency (0 -2)low Very quality (0 -2) (2-4) Low quality 11 (2-4) 14 (4-6) Acceptable 45 (4-6) 21 (6-8) High quality 19 (6-8) Very high (8–10)high Very 23 quality (8–10) 18 39 Question 11: The diversity in Gold-Island design in comparison with others games? Very similar (0 -2) Similar (2-4) So-so (4-6) 54 Diversed (6-8) Very diversed (8–10) Frequency 23 28 33 11 Question 12: What is the strong point of Gold-Island Game compared to other game? Color Function Design Quality Sound Others Frequency 15 22 43 36 Percentage 15% 20% 35% 22% 5% 3% Question 13: What you think about payment services in Gold-Island Game of Q-Soft? Frequency Very inconvenient (0 -2) 16 Inconvenien t (2-4) Normal (4-6) Convenient (6-8) 10 33 24 Very convenient (8–10) 17 Question 14: How you feel about attitude of employees and salesman of Q-Soft when selling Gold-Island Game? Frequency Extremely unfriendly (0 -2) Unfriendly (2-4) Normal (4-6) Friendly (6-8) 39 26 Extremely friendly (8–10) 22 Question 15: How you assess employees’ professionalism in dealing with customers? Frequency Extremely unprofession al (0 -2) Unprofessio nal (2-4) Satisfactory (4-6) Professional (6-8) 11 48 23 Normal (4-6) Effectively (6-8) 55 16 Extremely professional (8–10) 13 Question 16: Does the hotline work effectively? Frequency Very Ineffectively ineffectively (2-4) (0 -2) 12 17 Very effectively (8–10) Question 17: Q-Soft’s official website provides a lot of useful information about Gold-Island? Frequency Strong disagree (0 -2) 20 Disagree (2-4) Neutral (4-6) Agree (6-8) Strong agree (8–10) 31 23 19 Question 18: How you think about the promotion campaign of Q-Soft for Gold-Island Game? Frequency Very ineffective (0 -2) 15 Ineffective (2-4) So-so (4-6) Effective (68) Very effective (8–10) 26 33 17 55 Question 19: What is the social activity of Q-Soft based on its profits? Donate for social Scholarship Charity organization Percentage 35 54 41 Build houses for homeless 11 Question 20: What think about charity activity of Q-Soft? Frequency I not care (0 -2) 10 Never heard it (2-4) 25 Normal (4-6) 31 Appendix B • Approve Letter • Letter to the manager of the chosen organization 56 Good (6-8) 22 Very good (8–10) 12 • Vietnamese questionnaire • English questionnaire 57 58 59 60 Appendix C • • Individual Evaluation Minutes of Meeting 61 REFERENCES BUSINESSDICTIONARY What is quantitative research? [online] [Accessed Apr 2013] Available from World Wide Web: BUSINESSDICTIONARY What is random sampling? 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