Argumentum foundations on organization and management of the mixed promotion systemCurrent situations of activities of mixed promotion system in MIKADO Ceramic Tile CompanySolutions aimed at enhancing activities of the mixed promotion system in the Company
Title: Solutions to improve Marketing-Mix strategy in MIKADO Ceramic Tiles Company i ACKNOWLEDGEMENT We would like to send our many thanks to people, who contributed to this Capstone project Especially great thanks to the Faculty from Centre, our supervisor who helps us a lot from beginning to the end, from choosing the Capstone project topic, the methodology, to the improvement of our Capstone project by professional advices Thank you very much to teacher from Centre, you not only provide us knowledge but also have share a lot of works and give us more support to finish our work Our very appreciate to our colleagues and group of friends, who contribute the very helpful reference for our writing We would like to thank MIKADO Managers, who have created the unique culture that motivates not only our efforts at work but also my inspiration to choose the graduated topic We also express our great thanks to managers and staff in support of survey and study industry and business information Thank you very much all of you, we believe that we can not succeed without your support and encouragements ii TABLE OF CONTENTS ACKNOWLEDGEMENT ii TABLE OF CONTENTS iii LIST OF TABLE v LIST OF FIGURES, GRAPHS vi INTRODUCTION CHAPTER I: ARGUMENTUM FOUNDATIONS ON ORGANIZATION AND MANAGEMENT OF THE MIXED PROMOTION SYSTEM I Organization and management roles of the mixed promotion system Overview on the mixed promotion system Roles of the mixed promotion system in marketing activities of enterprises II Basic contents of organization and management the mixed promotion system in enterprises Advertising 1.1 Identifying advertising objectives 1.2 Decisions on advertising budget 1.3 Decisions on advertising messages 1.4 Decision on advertising means 1.5 Evaluation of advertising efficiencies Direct Marketing 10 Consumption stimulation 11 3.1 Identification of consumption stimulation objectives 12 3.2 Selection of consumption stimulation tools 12 3.4 Trial testing program of consumption stimulation 13 3.5 Implementation and inspection of the consumption stimulation program 13 3.6 Evaluation of consumption stimulation results 14 Public relations 14 4.1 Identification of Marketing Public relations objectives 14 4.2 Selection of messages and public relations means 14 4.3 Evaluation of marketing public relations results 15 Direct sales 15 5.1 Organization of sales forces 15 5.2 Management of sales forces 16 CHAPTER II 17 CURRENT SITUATION OF ACTIVITIES OF MIXED PROMOTION SYSTEM IN MIKADO CERAMIC TILE COMPANY 17 iii I Overview on ceramic tile market in Vietnam 17 II Reality of business and production of MIKADO Ceramic Tile Company 20 Establishment and development history of Company 20 Business and production competence 22 3.1 Situations of equipments and materials, technique, material facilities 22 3.2 Financial status 22 3.4 Marketing’s performance status 23 3.4.1 Product policy 24 3.4.2 Price policy 24 3.4.3 Distribution policy 25 3.4.4 Mixed promotion policy 26 Elements of Company’s Marketing Environment 27 3.1 Macroscopic environment 27 3.1.1 Cultural environment 28 3.1.2 Demographic environment 28 3.1.3 Economic environment 29 3.1.4 Political environment 29 3.1.5 Technological environment 30 3.1.6 Natural environment 30 3.2.1 Customer 31 3.2.2 Competitors 32 3.2.3 Suppliers 32 3.2.4 Elements and forces inside enterprise 32 3.2.5 Intermediaries of Marketing 33 3.2.6 Direct public 33 SWOT analysis of strength and weakness, opportunities and risks of Company 33 4.3 Direct marketing 39 4.3.1 Marketing via catalog 39 4.3.2 Marketing via direct letters 39 4.3.3 Marketing via phones 40 4.3.4 Some another direct Marketing tools, for example: 40 4.4 Promotion program: This has been regularly held on occasions of earlier year and construction season 40 4.5 Participating in exhibitions, fairs 41 4.6 Relations of public and propagandization 41 4.7 Direct sale 42 Company’s business results in last time 43 CHAPTER III 49 iv SOLUTIONS AIMED AT ENHANCING ACTIVITIES OF THE MIXED PROMOTION SYSTEM IN MIKADO 49 I Improving operation programs of Marketing 49 Improving Marketing competence for Company 49 Organizing market research for selecting target market 50 2.1 Market research 50 2.2 Selecting target market 53 II Marketing solutions aiming to improve operation of mix-promotion system 54 Operation objective of mix-promotion system in general goal of Marketing 54 Building viewpoint and strategic design regulation for mixpromotion system 55 Decision on budget for mix-promotion system 56 Mix-promotion activities must aim at improving imagine, product prestige of the Company 57 Mix-promotion system is designed in order to transmit information to customers in the fastest way about business policies and new products of the Company 57 Mix-promotion system must have flexible self-adaptation capacity to environmental change 58 Mix-promotion system supports distribution channel system to reinforce and extend consuming market 58 Decision on operation of Mix-promotion system 59 Decisions on products, price and distribution channel 65 9.1 Product policy 65 9.2 Pricing policy 66 9.3 Distribution policy 67 10 Suggestions 68 CONCLUSION 70 REFERENCE 72 LIST OF TABLE v Table 2.1 Production capacity of enterprises in tile production and business 25 Table 2.2: the capital flow of MIKADO 28 Table 2.3 SWOT Matrix of MIKADO Ceramic Company 40 Table 2.4: Costs for advertisement in 2000 of COMPANY 44 Table 2.5: The business results of MIKADO in several years 49 Table 2.6: Business schedule in 2009 of MIKADO 50 LIST OF FIGURES, GRAPHS vi Fig.1.1: Decisions in organization and management of advertising activities 16 Diagram 2.1: Distribution channel system of MIKADO Ceramic Company 32 vii INTRODUCTION The reason to choose this Article Owning the number of crowded population (around 90 million people) along with high economic growth rate in the last few years, which continuously improve the living standard of people, increase the needs on construction more and more, provides good foundation for a series of new urban areas in big centers, Vietnam is certainly a potential and attractive market to investor and manufacturers of construction materials nationwide MIKADO Ceramic Tile Company has involved in manufacture & supply of ceramic glazed tile products in Vietnam market since 2004 up till now Having experienced years of growth and development, facing brick products of the Company has won preference of a majority of domestic consumers and some foreign markets such as France, Iraq, and Taiwan Such remarkable results can be attributed to the Company’s continuous renovations on models, enhancement of product quality services provided to consumers Apart from that advertising, promotion, propaganda activities have also been attached great importance by the Company, which takes a great part in continuous growth and development of the Company Therefore, on the basis of factual situation of business activities in MIKADO Ceramic Tile Company in recent years, the research group decided to select the topic: “Solutions to improve Marketing-Mix strategy in MIKADO Ceramic Tiles Company” as the big exercise of the group The research objectives Research objectives of the group through this selected the topic include: - Putting the theory in the practice, clarifying scientific arguments on the use of mixed promotion Global Advance Master of Business Administration - Analyzing current situations of the mixed promotion system in MIKADO Ceramic Tile Company, thereby evaluating problems unresolved and working out respective solutions The research range Because of limited time and the Article requires some specialized knowledge, so this Capstone Project only concentrate on researching some basic contents Details: Solutions to improve Marketing-Mix strategy in MIKADO Ceramic Tiles Company The research methods 4.1 The method of data collection The data are collected by collection elementary data and reality observations in MIKADO as well as interview Board of Directors & Departments 4.2 The method of data process: * The compared method: Compare data throughout recent years This method shows the change of MIKADO business’ capability and result through reported periods * The method of comparison and statistics by table and diagram (statistics to find out the common trends or features of analysis factors) 4.3 The SWOT Matrix method: Find out the strengths, weaknesses internal MIKADO and changes, opportunities external MIKADO This is the key method to build the strategy of MIKADO The scientific and practical meaning of this capstone project The research Article of our group will contribute a small portion in completing and improving the marketing-mix as well as apply marketing theory into business process of Mikado in near future The whole capstone project will be presented in Chapters: Global Advance Master of Business Administration Chapter I: Argumentum foundations on organization and management of the mixed promotion system This Chapter will present on argumentum foundations of mixed promotion, of which an overall introduction on the status, roles of mixed promotion in Marketing activities is introduce, at the same time basic duties are listed for a marketing staff to implement the organization and management of an enterprise’s mixed promotion system Chapter II: Current situations of activities of mixed promotion system in MIKADO Ceramic Tile Company Within this program, the research group has applied knowledge learnt in analysis of practical situations of business activities in the Company from the aspect of Marketing, evaluated advantages and disadvantages of the Company in the Marketing field, from which shortcomings are found out and respective solutions are introduced Chapter III: Solutions aimed at enhancing activities of the mixed promotion system in the Company In this Chapter, the group has applied theories on mixed promotion presented in Chapter I to introduce some solutions to overcome problems unresolved as presented in Chapter II It is hoped that the studies of the group will take a small part in more and more effective activities of MIKADO Ceramic Tile Company in the years to come, as well as in the application of marketing sciences in factual situations of Vietnam The first time putting the theory in practice undoubtedly made the big exercise of the group cover mistakes, defects The research group would be very grateful and would highly appreciate instructions, suggestions from teachers and friends so that the group can be more mature thanks to the source of knowledge learnt Thank you! Global Advance Master of Business Administration should consider to attach catalogue when giving out new products to create good condition for branches’ sales executives to new product marketing Mix-promotion system must have flexible self-adaptation capacity to environmental change In the market mechanism, business activities happen more severely and harshly Enterprises which want to exist and develop must have self-adaptation capacity to environmental changes flexibly, especially in marketing activities At the moment, business environment is full of fluctuations and changes When science and technology develop strongly, activities of mix-promotion system of MIKAKO also need changing appropriately to create favorable conditions for more development of the business Mix-promotion system supports distribution channel system to reinforce and extend consuming market MIKADO enameled brick company is a huge enterprise Their main concern at the moment is continuously reinforcing and extending consuming market all over the country In order to achieve this, the Company needs to implement some following issues: - The Company needs to maintain and stabilize good relation with old market, with traditional customers, entering deeply to satisfy current and future demand of customers in coming years Paying special attention to reinforcing longterm and stable relation with former partners such as agents’ network at markets areas, construction companies… The problem here is that, beside satisfying customers before and during selling products, the Company needs to pay attention to satisfy customers even when they have bought products (post sales) The Company needs to establish a record document of customers, beside information like name, address, purchasing Global Advance Master of Business Administration 58 amount and value; staff needs to add some items such as behavior characteristic of customers before and during purchasing process, from this to find “problems” of each customer, to find all way to satisfy them after selling next time - Usually following to ensure that the buyers are really happy to have the products by direct phoning or mailing - Well solving all raised problems during consuming facing brick of the Company such as: warranty policy, instruction for using…in order to strengthen relation between customers and the Company Once customers are satisfied, they will give valuable advice to new customers, introducing them to the Company with stable faith - By establishing customers document, finding out behavior characteristics and new demand of customers By ensuring good post-sales services, the Company can develop current market by pushing purchasing power of old customers, attracting new customers from competitors - Extending market, searching and finding new market segments is always paid attention by the Company Advertising and marketing activities are implemented continuously aiming at potential customers, creating imagine as well as product prestige of the Company in the market At the moment, the Company is carrying strategy “fully, densely, spreading cover” In some markets, there are to agents for MIKADO, so there is severe competition of products selling activities among these agents Therefore, the Company needs to carefully consider capacity of new agents as well as consuming situation when opening new agent through developing other trademark This will reduce competition right from general agents as at present Decision on operation of Mix-promotion system Decision on advertising activity: Global Advance Master of Business Administration 59 During the passing time, advertising activity of the Company has been more and more improved However, advertising items are passive, scattered, spreading, lack of long-term strategy To fix this problem, in the coming time, the Company needs: Advertising on TV and radiobroadcast: + About advertising time limit: At present advertising time amount is too little It is necessary to increase advertising time in the coming time + About picture video: the Company should hire an advertising company to design a video clip specialized in products and trademark of the Company to produce a hallmark in consumers’ mind of all classes + Advertising on newspapers Advertisements on newspapers is mainly sponsoring and supporting, so effectiveness is low Branches need to increase advertisements on newspapers under types of articles to show company’s scale, brand and to consult in consuming, especially for new products Advertisements should have eventual characteristic on prestigious newspapers which have readers being target customers of the Company…Encouraging articles on newspapers Panel advertising + Fix panels of the Company are built on national road with crowded traffic Therefore, advertising and marketing should only popularize MIKADO enameled brick brand, not to use too much small letters, even address and telephone number …on panels Most of panels are built on large road lines where vehicles run at high speed and can not see much content and too small letters + Movable panels: need to increase advertising on movable panels in Hanoi and Thai Binh Other proposals: + Advertising at football grounds, not only at Thien Truong football ground to improve product prestige + Increasing advertising for new products on TV or newspapers Global Advance Master of Business Administration 60 + About brand: Must design standard logo (should not use MIKADO for logo) to make advertising designing and implementing convenient After that, increasing advertising to make this logo remained in consumers ‘mind For example, organizing brand research for market investigation and improving image of company’s brand * Direct marketing decision has been an important tool of promotion activity of the Company It is effective under form of using telephone and fax to send quotations, offers to customers of branches, and the customers also buy goods through these means if they satisfy In order to more improve effectiveness of branches, the writer has some proposals as follows: + Developing direct marketing form through post offices, in which there are envelopes, letters, brochures, product samples, order form and envelop for answering It ensures high selective feature of target market, enable to approach each individuals flexibly and enable to forecast soon result, and at the same time to “deeply engrave” in mind and impression of target customers Although approaching cost (monthly, calculated by “expense for a thousand of people being approached”) is higher than for mass media means, approached people are customer with much higher potential For telephone marketing, can establish free hot line to provide direct information for customers, answer complaint and suggestions, receiving orders from customers who know about products through advertisements on newspapers, direct mails, released fly outs…However, this can arise rather high telephone expense, so can limit this priority to a specific geological region (may be limited within the city in which selling turnover at least can compensate for raised costs such as transportation support if any, telephoning cost that branches pay to post office)… The above methods can create advantages such as: + In possible condition, it helps to reduce market approaching cost (especially for industrial customers) by direct sales forces (because this force can Global Advance Master of Business Administration 61 require higher expense for traveling, transaction, waiting…) and still can gain equal effectiveness + Industrial customers can learn much about products and services without being dependent in time for meeting sales executives + Direct marketing allow ensuring private feature, which means competitors can not view products and strategy of marketing executive Direct marketing as well as direct selling requires comprehensive knowledge of target customers This means marketing executive of branch must have careful research of: characteristics of target customers that can be collected from data of branches, from actual operating process of branches and if necessary must be collected more (buy, send staff to research…) The development of information technology enables the Company to establish perfect database of customers, from this to choose policy and candidates for each suitable marking activity * Stimulating consumption: including many different encouraging tools that the Company uses to push customers to buy their products more quickly and with more quantity Means of consumption stimulating is much diversified, but for the actual situation of the Company, and to reach determined mix-promotion goal, braches can use (and can continue using) these following tools: * Fairs, trade exhibitions and workshops: Vietnam holds yearly high quality products fairs, consumption and industrial products exhibitions, and construction material sector - Viet build- also holds trade exhibitions and workshops itself However, attending fairs and exhibitions is usually expensive and the attending time is short, so when deciding which events to join, MIKADO must consider effectiveness that it will bring to them With the goal to enter and cover some “open” markets, MIKADO should attend some fairs especially Vietnam’s high quality products fairs at Hanoi This will bring the Company some specific benefits: + Approaching many potential customers that by some reasons marketing attempts of branches has not approached Improving sales effectiveness by selling Global Advance Master of Business Administration 62 more to current customers and new customers, maintaining contact with customers, improving customers’ awareness of the Company and company’s products by publications, audiovisual document combined in the fair, exhibitions… + Combining with advertising means being catalogues, fly outs…will increase expanding effect of these means and at the same time increase sales performance + Applying supporting transportation service for customers if required This can reduce immediate profit of the Company, but it is a potential “pedal” to gain good evaluation of customers for long-term relationship + Reducing price or discounting when necessary to encourage construction material shops to bring goods to their stores in stead of leaving goods at the Company’s store or general agent’s store, because when goods are in retail stores, they will concentrate in selling more of these goods + Promotion by present: the Company has used this method in big holidays during the year and at the beginning of each consuming season in order to gain attention and concentration in selling of general agents During the past years, promotion activities of the Company have been more and more flexible with trend Public Relation (PR) This is the mix-promotion form that is usually disregarded by enterprises, but when being applied appropriately, it will also bring satisfactory results In marketing definition, “public is a group of people who has concern and actual or potential impact to the ability of the company to gain its goals” Public can create favorable conditions or cause difficulties to this ability; therefore, they must be concerned when marketing executives build their operation programs In many companies, they can set up a PR department, but for MIKADO, it should be started with a unit under sales department Beside other tasks, this unit will carry out relation with newspapers and other communication agents so that they will popularize and advertise for product quality and prestige of the Company Organizing “sponsoring” activities to create fame, receiving complaints and Global Advance Master of Business Administration 63 suggestions of customers…With united goal with mix-promotion system goal is building and protecting imagine of the Company in the awareness of target customers, supporting products, price, distribution policies and other mixpromotion tools to gain general marketing goal Direct selling: Sales executives are decisive force for sales results Sales executives are people who directly represent enterprises to contact with customers, to provide twodimension information most effectively, so professional skill of Sales executives are very important Therefore, branches need to have plan for choosing, training and retraining them usually, with reasonable working policy The market is always changing, so the customers’ demand, therefore, sales executives must have knowledge of latest marketing and sales techniques, catching information about market, customers’ taste, from this to best satisfy customers’ demand Sales executives must have qualification and knowledge of facing brick, master strong points and weak points of the Company as well as of competitors in order to introduce to customers features, using method, creating convenience for customers from time they enter the shop until when they use products + Training for good sales executives must have fully factors: - About mental: having high ambition, self confidence, level-headed, self control, police and honest - About constitution: having good health, good behavior, appearance, voice, and way of talking, good-looking figure and appearance - About intellectual: having education qualification, communication skills, wise, psychological sense, especially master sales skill and art Along with training and fostering human resources, the company must frequently improve working organization in business phase, encouraging people to bring into full play their active, creative mind to increase working power The Company must trust in private value of staff, considering human the important asset Global Advance Master of Business Administration 64 of the company The Company should express their concern by specific actions such as visiting, encouraging, giving present to staff in holidays or when they are ill, paying suitable salary Staff of the Company in general and sales force in particular must be encouraged by material benefit, which means with timely rewarding and discipline form It is this material benefit along with timely encouragement that will encourage them to work harder, all for the goal of the Company Beside salary, bonus being major income of employees, the Company needs to have other encouraging method such as: paying lunch expense, organizing vacation… Organization of training may be taken by good sales executives of the Company, it is also possible to hire expert to instruct In order to increase management of sales executives in the markets, marketing manager must have tightly monitoring and following of performance of sales force to have suitable changes and addition Currently, MIKADO has a motivated sales force, having capacity of quick catching of problem; whole-heated to customers, mastering product information…so many customers are happy In the coming time, the Company needs to continue maintaining and improving professional qualification skill of sales force Decisions on products, price and distribution channel Policies provided below are based on principle and basic: - Objective and capacity of branch - Mentioned Marketing goal - Objective and strategic solution for mix-promotion mentioned above 9.1 Product policy - The Company must continuously improve product quality to meet the customers’ expect - Diversifying products and positioning them according to benefits that customers search for: luxury, aesthetics, convenience, fashionableness, cultural Global Advance Master of Business Administration 65 feature… This requires the Company to have appropriate investment in market researching and product designing basing on research results - Developing new products to take advantages of market blanks - Taking advantage of promotion through products themselves, through brand and package: products provided in the market really need to have package “specialized” of the Company: products package must express function of product protection as well as can advertise for the products and trademark of the Company, ensuring convenience in buying and using products… 9.2 Pricing policy Price is the factor that directly affects market supply and demand as well as selling price decision of enterprise Pricing policy must be established basing on two main factors: business cost and market conditions Pricing policy of enterprise directly affects consumption volume, and through this affects enterprise’s profit Pricing depends on many other factors such as: objective and potential of enterprise, State’s management policy, market characteristic, residents’ living standard and average income… For each objective, enterprise gives out different price level For example: For joint venture enterprises, or enterprise with 100% foreign investment capital having strong financial potential, when starting business, in order to attract attention of consumers, to compete with other types of products, they can apply low price policy At this initial phase, enterprises accept loss or capital recovery in order to enter and step by step cover market, increasing consumption amount (A typical example is Coca-Cola) For MIKADO, being a joint-stock enterprise, initially operated with small capital source, it is impossible to accept business loss Therefore, improving products quality and diversifying types of products is always paid much attention by the Company All products are attached price stamp; selling price is unified in the whole country At present, in Northern market, there are many competitors having Global Advance Master of Business Administration 66 price advantage because they are specialized in copying model and not have to invest in researching product model This is main factor to reduce their product price For MIKADO, all warehouse and shops are hired at very high price that affects much to product price Investment in renovating production structure, building material infrastructure, warehouses directly affects product price reduction and consumers number increasing Therefore, in the coming time, the Company needs to have investment projects to build company office and warehouses in Hanoi, Hai Phong…in order to create competitive advantage of price Besides, the Company needs to well organize accounting task, manage document and invoice, implement business cost saving methods, extend price gap to adapt to the market 9.3 Distribution policy Theory as well as reality has clearly showed that distribution channel is one of the most important factors in product consuming phase If the management of distribution channel is not deal well, other phases will be meaningless Nowadays, the distribution system in Northern market of MIKADO Company is more and more improved and developed; however, there is a weakness that agent systems developed quickly so the agents attending as well as goods supplying for them sometimes are not timely leading to lose their sales chances Sales network is the essential factor in business network of the commercial enterprises It is not only target potential but also challenge for enterprise in business An effective distribution network is a widely arranged network and convenient to satisfy goods and service demand for all customer groups The overwhelming development of new agents has caused many difficulties for business activities, the agents also have brought about drastic opposition to company’s strategy - Target market careful analyzing, making reasonable decision of place as: population density, intellectual standard of people, income, the inconveniency of Global Advance Master of Business Administration 67 buying goods as well as to ensure the displaying and sales of the store It bases on considering other factors as unofficial private agents system of the division of stores as well as specialized stores of other competitors - Supporting infrastructure upgrading and repairing cost to general agent to build the Company’s image - When making decision to open new agent, the Company need to care about the place of general agent, the competitive ability with old agents to make advantage for planning and saving cost of distribution network efficiently Addition to choosing a suitable place, the Company need to maintain “customer conference” and “opening the sales skills training course for agents and sales executives” yearly, in order to listen to the customer’s opinions as well as enhance sales skills to make efficient business conditions 10 Suggestions * The Company needs to try themselves to enhance worker’s skill, retraining and training, particular in product designing, to create the high quality and high grey matter content products, the model and type are diversified, suitable for more and more demand of consumers * To protect domestic facing brick manufacturing sector, the State needs to have concrete supporting measure, especially, needs to have measure to restrict unequal competing situation in the market, improve tax policy such as cutting turnover tax, lending preferential capital to manufacturing and trade enterprises, differentiating tax standard between domestic manufactured goods and foreign manufactured goods, consider the way to tax in order to avoid overlap situation, reducing material cost for domestic brick, by all means prevent smuggled goods and design reproducing to create competitive ability for the high concentrated and analyzed products of the Company * In social aspect, the State needs to have concrete measures to encourage domestic goods consuming consciousness to develop “national welfare and the Global Advance Master of Business Administration 68 people's livelihood” in the greatest part of inhabitants This will make operating impetus for every activity of domestic enterprises * In economic regulation role, the State should more care about directing and combining between industries, levels, or offices in the same industry to avoid excess, waste of social material wealth through brick production license during the past time Global Advance Master of Business Administration 69 CONCLUSION The market is very flexible, active, eventful, promptly and the supply is very cold Therefore, which enterprise has high adaptability with the diversification and behavior of market, this enterprise can exist and develop On the other hands, in the very severe competition of more than 30 domestic brick manufacturers with aggregate supply over 230 billion m2/year, ensuring of success ability in competing is very difficult Specially, MIKADO Company has young age and weak financial potential With a facing brick manufactured company, they have no other choice apart from continuous raising product quality, diversifying products, reducing cost price, improving public information and propaganda activities, improving sales, etc…increasing consumption capacity to bring the enterprise profit The mix-promotion system is the operation part having close connection with customers, affecting belief and demand re-creating ability of consumers, is a sharp competition weapon Consuming business affects all business activities of enterprise, reflects sound business target and strategy, and reflects drive of enterprise in market The market always changes so mix-promotion is no longer new but it is an urgent topical question, the top attention of enterprises In recent years, the operating of mix-promotion system of MIKADO Company has achieved measurable results, but also has inevitable difficulties and weaknesses that need to be overcome, especially products consuming part of the Company The subject mainly analyzes current operation situation of mix-promotion system of the Company, finding out strong points, outstanding shortcomings and reasons for this situation On the basis of careful consideration of business environment’s effects, the author would like to contribute some basic solutions in order to more improve sales and marketing quality, reinforcing and extending Global Advance Master of Business Administration 70 market, boosting product consumption, and these solutions are completely possible to be implemented in the Company in the coming time During the passing time, the Company has continuously developed in severe competition and rapid change of the market and at the same time improved itself incessantly to meet competitive requirement, to better serve market demand, confirming position in the market Due to limited researching time and personal capacity, this article surely can not avoid shortcomings Research group and writer really want to receive sincere comments and suggestions of instructors, staff in the Company as well as all of you to make the article more perfect We would like to send our sincere thank to the Center for whole-heated instruction for us to finish this capstone project Sincerely thank! Global Advance Master of Business Administration 71 REFERENCE Curriculum “Marketing management”"- Philip Kotler - Statistical Publishing House Curriculum "Marketing theory" - Associate Professor Doctor Tran Minh Dao Statistical Publishing House Curriculum "Service Marketing" - Associate Professor Doctor Luu Van Nghiem - Labor Publishing House Curriculum "Business strategy of enterprise in market economy" - Associate Professor Doctor Tran Minh Dao Magazine "Development economics" issue 21st December, 1997 Business operation report of MIKADO enameled Brick Company from 2006 to present Curriculum for strategy management subject provided by the Center Global Advance Master of Business Administration 72 [...]... of four elements of Marketing – Mix According to those directions, MIKADO Ceramic Company in general and Company in particular always try their best to promote and construct the channel strategy which is strongest and most effective with a goal of “Covering in near and main point market, and appearing in a distant market” With this goal, MIKADO Ceramic Company is trying their best to deploy and broaden... exploring, finding, screening get access preliminarily, approaching, introducing and performing, overcoming objections, ending the commercial affair, monitoring and maintaining Another aspect of the sale of goods is the negotiation- and art to reach transaction conditions that can be satisfactory to both sides The third aspect is public relation marketing- an art to create closer relationships and the independence... leading companies in products of ceramic tiles in Vietnam Company has a quite big market share in Northern provinces (always occupying about 75% of production outputs of Company) This is a worthy position of Company thanks to endless endeavours and the most effective business strategy In order to maintain the leading position and stable growth speed, Company always finds effective methods for increasing... enterprises find out the best way to satisfy customers’ needs Originating from concepts on the above-mentioned mixed promotion, we can find that: mixed promotion comprises of activities intended in the Marketing field of enterprises aimed at finding, promoting opportunities of goods purchase and sales and business supply services Mixed promotion includes main activities such as: advertising, direct marketing, ... the Company, finally reminding to maintain the product image of the Company in customers’ mind 1.2 Decisions on advertising budget After identifying advertising objectives, the Company can start building up the advertising budget for each product Identification of the advertising budget must base on objectives and tasks, since it requires advertisers to identify specific objectives of advertising campaigns,... promoting and developing in long-term, and will remove vendors having weak operation This forces vendors to try their best in consumption of products from MIKADO Ceramic Company in their distribution areas At present, in the whole country, MIKADO Ceramic Company has two branches in Middle and South with nearly 30 distribution vendors in provinces in the North MIKADO s products are mainly exported to five... mixed promotion system in marketing activities of enterprises According to previous opinions, mixed promotion has some important roles such as: stimulating effectively sales force, stimulate customers by price reduction of products or retaining the price but increasing the quality of products In Vietnam, since 1990s up till now, mixed promotion is important activities that are indispensable in business... since 2003, with headquarter in Tien Hai Industry Zone – Tien Hai district, Thai Binh province Once established, Company invested production of line of two-fold firing tile with the capacity of 2.5 millions m2 per year Until 2006, Company continued to invest another production line no.2 (also called two-fold firing tile) with capacity of 2.5 millions m2 per year And in 2007, Company continued to invest... Company s financial status is more strongly increased that brings a lot of advantages for Company Equity capital occupying more than 80% is an advantage for company to create active conditions in company s business Nowadays, Company has focused capital investment on reproducing and broadening their systems of distribution network This is intensive concentration with all Company s might in main businesses... importance to contracts of advertisement and marketing in domestic and foreign markets A lot of contracts have created efficiency in making Company s products become wellknown in public also thanks to outstanding position of Company Advertising operations are broadened on television, radio, newspaper, panel, poster that aimed at broadcasting MIKADO Ceramic Company s products to public, serving as introducing