Creat marketing strategies jat industrial equipment and automobile accessories company in the period from 2012 to 2020

Paris Graduate School of Management Thai Nguyen University INTERNATIONAL EXECUTIVE MASTER OF BUSINESS ADMINISTRATION PROGRAM THESIS TITLE CREATE MARKETING STRATEGIES JAT INDUSTRIAL EQUIPMENT AND AUTOMOBILE ACCESSORIES COMPANY IN THE PERIOD FROM 2012 TO 2020 Student name: NGUYEN BUI HA Intake I 11 - 2012 Graduation thesis TABLE OF CONTENT: INTRODUCTION The necessity of theme research: Purpose and applicability of thesis Research method Structure and composition of the thesis CHAPTER I: RATIONALE FOUNDATION TO CONSTRUCTION AND DEVELOPMENT OF BUSINESS STRATEGY I Concept, role and position of Strategic Marketing Overview of the business development strategy 1.1 The concept of marketing strategy of the business 1.1.1 Concept of strategy 1.2 The role and position of the marketing strategy in a company 17 II Research and market segmentation in Marketing .18 2.1 Common market research 18 2.1.1 Market and the role of market 18 2.1.1 Theory of market research .18 2.1.2 The process of market research .19 2.1.3 Definition of customer satisfaction (Philip Kotler, 2003) 19 2.1.4 The relationship between customer satisfaction and service quality 20 2.1.5 The different levels of demands and mission of Marketing .21 III Marketing strategy development of a business 22 3.1 Position of marketing strategy planning in the strategic management process 22 3.2 Marketing strategic planning 24 3.2.1 Marketing plan making in business 26 3.2.2 Marketing strategic planning 26 3.2.3 Marketing strategy selection………………………………………………………………………….… 26 3,2.4 Marketing process management 26 International Executive Master of Business Administration Program Graduation thesis CHAPTER II 30 ANALYZE THE EQUIPMENT & BUSINESS PICTURE AUTOMOBILE OF JAT ACCESSORIES INDUSTRIAL JOINT STOCK COMPANY 30 I GENERAL INTRODUCTION TO JAT INDUSTRIAL EQUIPMENT & AUTOMOBILE ACCESSORIES JOINT STOCK COMPANY 30 History of foundation and development 30 1.1 The process of foundation 30 1.2 Function & duty 31 1.3 Mission, vision, business philosophy .32 1.3.1 Mission .32 1.3.2 Vision .33 1.3.3 Business philosophy: 33 1.3.4 Organization: 33 Resource factors .35 2.1 Capital resource 35 2.2 Human resource 36 2.3 Technology 36 2.3.1 Machines & equipment 36 2.3.2 Production technology: 37 2.4 Economic relations 37 Business picture 38 3.1 Investment state 38 3.2 The objective and the general of the project: 38 3.3 The business picture .39 3.4 Business result: 42 3.5 Financial activities 43 3.5.1 Depreciate fixed assets: 43 3.5.2 Mean salary: 43 II ANALYSIS OF EXTERIOR FACTORS AFFECTING ENTERPRISE 43 International Executive Master of Business Administration Program Graduation thesis Macroscopic environment 43 1.1 Economic environment 43 1.2 Political-legal environment 46 1.3 Cultural and social environment 47 1.4 Technological environment 47 1.5 Natural environment 48 Analysis on the industry premises 48 2.1 Analysis on the forces from potential competitors .48 2.2 Analysis on the forces from customers 49 2.3 Analysis on the forces from supplier .49 2.4 Forces from substitute products 50 2.5 Analysis on the forces from competitors in the same industry 51 Opportunities and challenges 51 3.1 Opportunities: .51 3.2 Challenges 53 Analysis of competition, matrix model CPM 54 Matrix model EFE .55 III Analysis of the companies’ internal situation 56 Analysis of resources 56 1.1 Labor resource .56 1.2 Analysis of marketing activities .56 1.3 Product strategy: 59 1.4 The price strategy: 59 1.5 The product distribution strategy: .60 1.6 The sales promotion strategy: .60 1.7 The customer relationship management strategy – The key element creating the success of the company: 60 1.8 The other marketing strategies: 61 1.8.1 The human strategy: 61 1.8.2 E-channel management policy: 61 International Executive Master of Business Administration Program Graduation thesis 1.8.3.The business intelligence strategy (can be used) .61 1.9 About the technology 61 1.10 Analysis of fiscal capability 61 1.11 Management Policy 63 1.12 Analysis of production activities 63 1.13 Analysis of Research and Development Activities 65 1.14 Analysis of Information Management Activities 65 Analysis of Support Activities 66 2.1 Analysis of management activities of the supplier 66 2.2 Analysis of management activities of workforce 66 2.3 General analysis of management activities 67 Analysis of assessment, identification and assessment of valued force and essential capacity 68 IFE matrix construction 69 IV SWOT ANALYSIS .70 CHAPTER III: CONCLUSIONS AND RECOMMENDATIONS 72 I BUSINESS DEVELOPMENT ORIENTATION FOR 2012-2020 72 Marketing plan objectives 72 1.1 Scale, market share .72 1.2 Specific objectives 72 II PROPOSAL FOR BUSINESS STRATEGY 74 TOWS Matrix 74 SPACE matrix 75 Proposed strategic options through QSPM matrix 78 3.1 QSPM for S-O Group 78 3.2 QSPM for S-T group 80 3.3 QSPM for W-O group 81 3.4 QSPM matrix for W-T group 82 III SUGGEST SOLUTIONS TO DEVELOP STRATEGIES FOR THE COMPANY .83 International Executive Master of Business Administration Program Graduation thesis Human resource .83 Financial solution .85 Suggest marketing strategies for the company: .85 3.1 Design the marketing system 86 C SPECIFIC MARKETING-MIX POLICY 88 3.2 The reality of supporting organization for marketing strategy .91 3.2.1 Use information systems 91 3.3 Strategic Marketing plan .92 3.3.1 Advertising plan .92 3.4 Measures for promotion and other consumption support 93 3.5 Specifying marketing strategy .94 R&D solution .95 IV PROPOSAL FOR GOVERNMENT and enterprise .96 A For government .96 LIST OF REFERENCES 98 International Executive Master of Business Administration Program Graduation thesis INTRODUCTION The necessity of theme research: Creating business strategies is a permanent activity of a company It is said that identifying a right strategy will decide the success of that company’s objective and mission However, it mustn’t be that all Vietnamese companies have good strategies Every failure of a company is an evidence of a poor strategy Therefore, creating strategies is always focused on by businesses and keeps its burning nature including businesses with the good development strategies This becomes more important in the Vietnam’s integration into the global economy Big chances are more, and then challenges are more To compete successfully, businesses should identify right ways and good strategies so that they can identify their strong points, weak points, opportunities and their risks In fact, many businesses not pay much attention to development strategies, especially medium businesses and small size businesses Even these businesses not identify a strategy for their development because the main reason that they are not aware of the role of strategies Now, Vietnam is developing the branch of automobiles and motorcycle manufacture but that the internal supporting industry is a fledgling one with the slow development speed is the biggest barrier which is holding the development of this branch back One of the reasons which make Vietnam’s supporting industry underdeveloped is that businesses not attach special importance to create business and manufacture strategies methodically This thesis is very necessary to establish a model of company in the field of manufacturing small but sophisticated accessories for motorbikes effectively contributing its part to the development of the automobile and motorcycle industry and supporting industry in Vietnam Purpose and applicability of thesis  In theory: This thesis includes knowledge of all subjects taught at IEMBA course and applied in the practical manufacture at JAT Industrial Equipment & Automobile Accessories Joint Stock Company effectively International Executive Master of Business Administration Program Graduation thesis  In practice: Contribute to equalize manufacture of automobile accessories and industrial equipment, JAT created successfully highly applicable business strategies for the period 2012 - 2020 Build JAT Industrial Equipment & Automobile Accessories Joint Stock Company into a model of businesses in the supporting industry: small, sophisticated, effective Create a breakthrough step in strategy helping the supporting industry of Vietnam to develop next years Research method Main research method applied to research this thesis is descriptive and statistical method and strategy planning matrix (Internal Factor Evaluation Matrix - IFE, External Factor Evaluation Matrix – EFE, Competitive Profile Matrix, Opportunity, Threats, Strong, Weakness - SWOT, ) Theorical foundation of this method is mentioned in Chapter of this thesis  Information collection: Secondary information: will be collected from Vietnam Association of Car and Motorcycle including statistics data of Vietnam Honda Company, JAT Industrial Equipment & Automobile Accessories Joint Stock Company and audited financial accounting information Primary information: Interview directly staffs: business department, production department, deliver questionnaires to customers and suppliers Analyze data: apply statistic techniques to process, summarize, evaluate, compare, assess and produce results of all researched contents Structure and composition of the thesis: this thesis consists of as follows: Introduction Chapter I: Aargumentative basis for creating business strategies for businesses Chapter II: Analyze the business picture of JAT industrial equipment & automobile accessories joint stock Company Chapter III: Conclusion and suggestion Conclusion List of reference materials Appendix International Executive Master of Business Administration Program Graduation thesis CHAPTER I: RATIONALE FOUNDATION TO CONSTRUCTION AND DEVELOPMENT OF BUSINESS STRATEGY I CONCEPT, ROLE AND POSITION OF STRATEGIC MARKETING Overview of the business development strategy 1.1 The concept of marketing strategy of the business 1.1.1 Concept of strategy At the moment there are many different definitions of strategy, the underlying cause of this difference is due to the different systematic concepts for the organization in general and the different approaches of the organization's strategy in particular Ontologically, depending on the perspective of positivism or constructivism, the essence of strategy is determined by the law of nature or the significant impact of subject In fact, strategy is usually defined towards practices in order to easily facilitate the process of practice within the organization According to Johnson and Scholes, strategy is defined as follows: “Strategy is the determination of direction and scope of an organization over the long run, in which the organization must gain the advantage through a combination of resources in a challenging environment, to meet the best market demands and satisfy the expectations of the stakeholders of the organization” According to Michael Porter (1996), "Strategy is the job to create a balance for activities in a company The success of strategy is mainly based on carrying on the tasks successfully and combine them together the core of the strategy is to "choose what not to do" With this approach, strategy is making a difference in competition, search and what not to be done Basically, strategy is to build competitive advantages, which only exists in unique activities Strategy is constructing an only position and has a function to impact a set of different activities Known strategy is a plan for a task, mission, or a long-term orientation, that requires longer time to make Usually it carries a big significance, such like military strategy is to International Executive Master of Business Administration Program Graduation thesis plan the direction for a campaign, or a business strategy is to plan its development in a period of or 10 years 1.1.2 Concept of Marketing There are many different concepts of Marketing, depending on the actual situation and the different perceptions people have that forms those differences The differences are not only in the level of details but also in the content that it contains However it is admitted that marketing is created in order to support efficiently commercial activities, sales and consumption of products Nowadays, with the help of modern science, management level and the industry, it gives birth to Business Marketing and Modern Marketing With this new point of view, marketing activities grow both in quality and quantity that explains more correctly the meaning that it carries We can define marketing as follows: “Marketing is the process of implementing activities to achieve the organization's objectives by anticipating the needs of customers or consumers to control the flow of goods and services to satisfy the needs from manufacturer to the customers or consumers” (according to E.J McCarthy) And in order to apply modern marketing to the commerce of economic organizations, the definition of commercial marketing can be accepted: “Commercial marketing is the process of organizing, managing and controlling activities in order to create possibilities and achieve the most effective consumption of a product of an organization to best satisfy the demand of producers, traders and consumers.” Modern Marketing is no longer confined to commercial areas, it is no longer activities to help sales or consume the available goods If traditionally, people concept marketing to be looking for the market to sell the existing products, which considers production on top, then followed by the market, in the modern view market is seen as the most important thing in determining reproduction of goods In the market, buyers (demand) are the determination in the business production process Modern Marketing starts from the market It includes all activities such as market research, forecasting the development of the market in the future to the product strategy, International Executive Master of Business Administration Program 10 Graduation thesis  Assign activities to the functional departments  Each department works towards solving customer needs and have a relationship with customers  Appoint cadres to the positions of human resource planning, human resource strategy management, officer in charge of recruitment and officer in public relation  Amend salary policies, allowance and bonus to attract educated human resources and keep qualified and devoted people to work for long times; recognize and reward staffs with the good achievement and popularize widely in the whole company; assign and appoint staffs reasonably and supervise the implementation methodically; make the activities become interesting by adding the characteristics to the work description; make staff turnover policies continuously to create a new and challenging working environment to the medium managers Financial solution Improve the methods to make and manage the work budget Seek capital source with low costs for projects such as foreign investment capital and foreign investment funds Diversify the mobilization forms to reduce risks Suggest marketing strategies for the company: Enhancing the effectiveness of marketing activities in general and continuously completing tool system, marketing-mix policy in particular have always been a very important job for every business Designing efficient Marketing- Mix System is a very difficult mission and need to be in detail But the result of policy system and marketing strategies to bring businesses is enormous, especially when businesses are operating in a changing business environment and the level of competition is fiercely increasing in current For businesses operating in the manufacturing sector auxiliary goods especially auto parts motorcycle, presently, competition is always important issues need to be addressed As before business environment with the level of competition was low and the marketing activities were not taken seriously, now they had to quickly change their thoughts about marketing in the enterprise In the harsh competitive environment today, International Executive Master of Business Administration Program 85 Graduation thesis the existing and winning business are business which to satisfy customers' needs in the best way ahead of other competitors And to obtain that target, the enterprises need to build their own specific marketing strategy and take advantage of the marketing - mix tools So that they can better catch and serve customer’s tastes to expand the business market Business can use all of its resources most effectively to achieve business objectives in the short and long-term target Through research and learning marketing mix activities, and marketing situation of JAT Company, there are a number of measures to improve the effectiveness of marketing strategies as follows 3.1 Design the marketing system A Forming organization force to marketing activities To marketing activities effectively, it must first be held, monitored and implemented Marketing activities need to derive from human and human-oriented Therefore it is necessary to have one team of manpower to organize marketing activities Companies need to set up a separate marketing department to operate marketing strategy in system to get high efficiency for business activities of the company B Market research and target market selection The market research: In parallel to establish force for organizing marketing activities, companies need to consider the market research This is a difficult and detailed job, and it needs huge manpower and material resources in a long-time And market research activities is also to learn about customer’s needs and behaviors, search for competitors, suppliers to suggest appropriate specific marketing strategies The importance and necessity of market research in business markets requires companies to pay attention and promote this activity, then, have the right step for marketing strategy To market research effectively companies need to consider and classify customers according to the group, needs or characteristics of customers For example: The customer is the company producing automobile and motorcycle parts manufacturing, big customers group (Honda, Yamaha, Toyota, etc.), the big or small volume From the International Executive Master of Business Administration Program 86 Graduation thesis groups of customers that the company will determine the number of customers in each group, then, the company will arrange and allocate production appropriately Together with each customer group, the company has different specific policies (pricing, promotion policies, etc.) in order to provide best production for customers and take efficiency and benefits for both customer and company On the other hand, through the market research, the company will determine who your competitors are, and which client groups they serve, what are their strategic objectives Since then the company will have analysis about the different factors combination in order to make strategic policy tools and accordingly objectives When determining your competitors, the company will be active in competing activities with rivals in order to provide customers with better service, better quality To work target market selection effectively, the company needs to conduct market segmentation The Company need use the criteria to identify clearer, more detailed about characteristics of the market At the same time, the process of market segmentation should be done periodically because the market is always changing, it is necessary to capture the market cases promptly to the divide market segment appropriately Since then the company will create proper measures to reach this market Economy is growing and income and people life are increasing, along with the people's demand for travel is increasing Our country's transportation system is spread traveling infrastructure is not good for railways, roads so that the public transports are underdeveloped So personal vehicles is still the primary means in present and future with the vast majority of Vietnamese people And mainly means are cars and motorcycles And the number of company producing cars and motorcycles in Vietnam is increasing every year This helps the company to have suitable marketing strategies Therefore, companies need to identify different customer groups and this is required for companies need to research, investigate and have correct decisions in selecting the served customers target group? Which market segmentation? From the study of the target market and the ability of the company, selected customers are the motorcycle manufacturers, in the near future company's target market can expand into the large car manufacturing company International Executive Master of Business Administration Program 87 Graduation thesis C SPECIFIC MARKETING-MIX POLICY a) Price strategy - Factors impact on product prices + The internal factors of the company  Basing on marketing objectives Marketing objectives play the orient role in determining the role and tasks of the price The price only becomes the effective marketing tool if it effectively serves the target market strategy and position the product which the company has chosen Therefore, the price strategy is mainly to decide in advance the good positioning strategies in the distribution market The company’s plans are made basing on the following objectives:  Maximize profits  Leading market commodities  Leading in quality  Safety of the product life cycle  Other objectives  Based on the price and other variables of Marketing-mix Price is just one of the marketing-mix tools that companies use to achieve their goals This means that when a decision on the price it should be placed in an overall development policy The pricing on an overall marketing-mix strategy requires decisions to ensure consistency with product decisions, distribution, and sales promotion  Based on production costs Understanding the costs incurred to produce goods or services are very important because: Costs determine the lowest limit of price; after determining exactly and managing costs, it is said that the company should find out the change solutions to lower cost to increase the sale of products but have the high profit level  Based on a number of other factors International Executive Master of Business Administration Program 88 Graduation thesis In addition to the basic factors on the development of strategy, price is influenced by other factors such as characteristics of the product or the price authority is established in the company Apart from, it also has many features affecting the price including perish ability, discrimination and the life cycle of the product + External factors of the company  Customer and demand for goods Effect of demand to price focuses on three issues - The relationship between the price and demand - The price sensitiveness or elasticity of demand and price - Customer psychology b) Distribution strategy The number of customers of the Corporation produces automotive parts and industrial equipment JAT is very limited but it has great power, so the product distribution strategy of the company is always ready to serve day and night, always ready to answer any questions customer complaints all the time The company makes strategies to distribute directly into the hands of customers through the company's sales system And this form of distribution is often applied to stable orders with the number of delivery is ordered before Distribute through the intermediary marketing channel system: this flow is applied to distribute goods to commercial companies who consumer products which can be exported to other countries c) Human strategy in supply chain services Human factor always plays the most important role in organizational processes and supplying service With the right people strategy will help the company to stand in competition, develop their inherent potential About staff of the company, the company staff is young but this is a team of highly qualified and enthusiasm for the job But the company doesn’t have marketing team to help the company strategic direction, making policy and marketing tools which necessary to facilitate the development of the company So companies need to establish a team of marketing or experienced marketing department to solve the problems above International Executive Master of Business Administration Program 89 Graduation thesis Marketing department and the market department have just been established with young team Besides, the team needs to hold many different positions so that work productivity is limited Moreover, due to the requirements of the work that the employees have to travel a lot but can’t get effectiveness because of the lack of information and experience and they don’t really know what is marketing activities Company need to have treatment policy and competitive policy for officials and employees Company may invite experts on the market or push marketing staff to participate in marketing training course to get more profound awareness of competition issues and the strategic direction of the company in the future Companies also need to improve the professional training of employees of other departments improve the communication skills of all employees of the company d) Product Positioning Strategy Based on actual demand of the products produced by the company, the direct objects are individual companies producing cars and motorbikes and with immediate market segment is the company producing motorcycles The company has focused on the engineering products for popular motorcycles on the market and produce according to customer orders Brake main stand Collar distance Pivot main stand A Spacer Boss A Collar front dist BOSS, HANDLE-P Drump brake Stay StayRP RPStep Step Patch and others Patch tread bar Stopper stand Pipe Patch Stay R tank FR Stay horn Bar seat lock Collar 76432 International Executive Master of Business Administration Program 90 Graduation thesis As a special auxiliary industry and having specific customer company are oriented to have separate product based on quality policy to provide new products with higher quality than competitor With the slogan of product positioning: “PRODUCT QUALITY IS LIFE OF COMPANY” Company's products give customers the safety and durability with lower cost than the same products that other companies import from abroad and or bought from other competitors 3.2 The reality of supporting organization for marketing strategy 3.2.1 Use information systems a Information through the fair In the context of the economic downturn and the current competitive, the businesses who want more customers and sell a variety of products in addition to offering high quality products, nice design, it is necessary to have fastest approach customers Therefore, for customers to see firsthand its products, the company JAC also continues participating in trade fairs for automotive, industrial fairs of the organization or planning other support to customers directly watching it and check the quality and design of the product Through the fair, the company also has a lot of cooperation partners to order products Cost for attending the fair and its effectiveness HANOI The Southern The central FAIR provinces fair province fair VNĐ 10,000,000 15,000,000 15,000,000 VN 50,000,000 40,000,000 40,000,000 CONTENTS DVT Cost for one time Revenue Signed contracts/ time Contracts of the attendance b Direct Sales The company set the sales task through sales team by: Exploring and seeking new customers International Executive Master of Business Administration Program 91 Graduation thesis Communicating cleverly information about the company's products to customers; providing customers with information about products and services related to technical issues; Researching and collecting information about the market; Assessing the quality of goods and coordinating customer; 3.3 Strategic Marketing plan The plan is advertising, promotion and supporting consumption of products; 3.3.1 Advertising plan To form an appropriate advertising plan, the company should define customers and products clearly On the basis of analyzing the nature and characteristics of goods and customers, the company will make effective advertising policies to reach customers The objective of advertisement is to:  Increase the number of consumption goods  Expand the market  Introduce new products  Develop and strengthen reputation and brand of the companies as well as product Advertising budget Advertising budget is based on: advertising target and the advertising market Advertising for the new product to hit the market; that advertising density is thicker will attract customers so the data for advertising costs are as follows: Marketing cost No Yea Sales r Cash Advertising cost Percent age/ DS Cash Percent age/ DS Sales expenses Cash Percentag e/ DS 2009 3.9913.000.0 87,808.60 2.20% 00 15,965,00 0.40% 1,995,650,0 5.00% 00 2010 8.331.000.00 166,620,0 2.00% 00 26,658,20 0.32% 333,240,000 4.00 % 2011 9.952.000.00 248,800,0 2.50% 39,808,00 0.40% 447,840,000 4.50% 00 International Executive Master of Business Administration Program 92 Graduation thesis Communicated content Communicated content is to focus on the product state instead of using words so that it can make impression on customers  Means of advertisement  Newspapers and magazines The company will cooperate with one of the regular magazines and newspapers such as The Vietnam Times, Business Forum, Automobiles & Motorcycle Magazine The advertising cost on these magazines is higher but those who read these newspapers now wish to use the company's products  Newspapers and Magazines The company will cooperate with one of the regular magazines and newspapers such as The Vietnam Times, Business Forum, and Automobiles & Motorcycle Magazine The advertising cost on these magazines is higher but those who read these newspapers now wish to use the company's products  Television advertisement In Vietnam, the television advertisement is often highly effective method because television is popular means of communication; it can convey all languages, color as well as all figures of products Form of television advertisement is through the thematic short television reports because the product of the company is specific products to serve the company’s production but not used for other daily needs 3.4 Measures for promotion and other consumption support Products of the company are for the production and serve specific needs as in the automobile and motorcycle manufacture industry Thereby encouraging consumption is set to various customers by the level of customer loyalty and potential financial and quick liquidation These products will be received a price support with the same quality or a support to partners who cooperated with the company for a long time from finishing orders to pay deferred payment When a new product is introduced, the company will have property policies in order that its customers can use the products sold on approval for its product proliferation International Executive Master of Business Administration Program 93 Graduation thesis The company gives policies allowing customers to return defective products The company also applies the round of gifts to potential customers and strategic partners The Company makes a list of key people (those who hold a special role in organizations of customers), find ways to build and maintain good relations with them, with the aim of creating value, trust and loyalty their faithfulness to the company In addition, the company is a small and medium-sized company, so its business administration policies are easily adaptable to customer demand and JAT is capturing the customer's trust and love, (many companies cannot this) E-channel administration system: The company has to build a website in order to carry trade contacts with foreign partners, participate in the forum motorcycle parts, domestic and international car to exchange information, experience and looking for partners 3.5 Specifying marketing strategy Specifying Marketing strategy and marketing costs: Specific strategy:  Established Marketing department, but in order to reduce the management costs this department will be associated with sourcing department Marketing team of 10 will be allocated with tasks and duties as follows:  A chief operating officer, allocate and manage given tasks including tasks related to marketing and sourcing  A deputy chief of marketing will be responsible for supervising the situation and effectiveness of the marketing team before reporting to the chief and board of director  Sourcing officer is in charge of tracking prices in the market and allocates raw materials to the construction Also this person will oversee activities in the market, collect information from customers and competitors then report to the supervising level  planning officers, make plans and schedule project progress, allocate tasks, reporting to the supervisor so the manager can assign tasks to other departments International Executive Master of Business Administration Program 94 Graduation thesis In order to perform the job well and effectively, the company assign some staffs to participate in training courses to enhance professional level, this is to encourage the company to give a portion of budget for training Table 5: Training cost Training objectives Chief Domain Number Other cost of Strategic Management 10,000,000 VND of Marketing professional 5,000,000,000 Marketing/Planning Deputy Chief Marketing VND Marketing/Sourcing Marketing professional, sourcing officer management Technical officer Product quality supervising 2,500,000 VND/person 1,800,000 VND/person Equipment officer Depreciation management, equipment repair and maintenance Market researchers and Foreign language technical officers 1,300,000 VND/person 1,000,000 VND/person Total cost 236,800,000 VND The total cost for Marketing per year is extracted from after-tax profit of the company which is 2% R&D solution The company always looks forward to develop stably in a long-term It is necessary to build the Research and Development department is strong enough to perform the comprehensive study about market trend in the future, being able to design powerful technology in details International Executive Master of Business Administration Program 95 Graduation thesis IV PROPOSAL FOR GOVERNMENT AND ENTERPRISE A FOR GOVERNMENT Support businesses in general auxiliary industry and in particular motorcycle and auto parts industry in terms of policies, training of staffs, using methods such as: management skill training courses, seminars, constructing training system in motorcycles and automotive industry in Vietnam Support businesses in general auxiliary industry and in particular motorcycle and auto parts industry to promote commerce, so as to broaden the market and enter international market (because the local market for auto is too small) Complete development planning for the leading industries in middle and long term, which are advanced technique standard steel lamination used in producing motorcycles and auto parts, soldering duct-steel production, duct-steel cooling contractive with high accuracy Bring up a policy so that local businesses will not be discriminated by foreign businesses Create a safe environment for competition and complete the law system B FOR ENTERPRISES The company should invest more modern machinery and equipment to provide the more sophisticated equipment, meet higher need of the customers Along with that will save production time and production cost The company needs to have detailed and accurate assessment about business results of each quarter and give direction and remedy for problems in previous quarter The company needs to have the right and deeper awareness of the importance of marketing activities to stimulate consumption International Executive Master of Business Administration Program 96 Graduation thesis CONCLUSION Expanding the market and creating a strong brand in the market along with creating a good image in the consumer's mind are always the desire of any business To get these results, the company needs to orient its business activities derived from market needs A company wants to stand on the market needs to study the needs of the customer and find out competitors to make appropriate plans and business strategies to find effective solutions for implementing strategies in the best way Over a period of time to learn and study marketing activities of JAT Company, I hope that these proposed solutions will be useful for the company's activities in the fiercely competitive conditions at present Thesis is done over a period of more than one month is too short, not enough time for students to thoroughly research and describe the internal market and business The evaluation for the weight and the importance of each factor represents the views of students Sincerely thank Prof Dr Duong Ngoc Dung for enthusiastically help and advice to complete this thesis International Executive Master of Business Administration Program 97 Graduation thesis LIST OF REFERENCES Ian Chaston (1999), Customer-oriented marketing, Dong Nai Publisher Michael E.Porter (2006), Competitive Strategy, Tong Hop Publisher, TP.HCM Stephen J.Wall and Shannon Rye (1995), The New Strategists, The Free Press Richard Gerson, Marketing Plan, published in 1998 Marketing Management - Kotler Successful Marketing Strategy for High-Tech Firms The 22 Immutable Laws of Marketing: – Jack Trout & Al Ries Blue ocean strategy – W Chan Kim and Renée Mauborgne Marketing insights from A to Z – Philip Kotler 10 Marketing without Advertising – Nolo Press 11 Unleashing the idea virus – Seth Godin 12 193 Marketing ideas – Sam Decker 13 http://www.toiyeumarketing.com/share/download-7-ebook-marketing International Executive Master of Business Administration Program 98 Graduation thesis 17,19,20,31,31,77,90 2-16,18,21-30,33-76,78-89,91-99 International Executive Master of Business Administration Program 99 ... manufacture of automobile accessories and industrial equipment, JAT created successfully highly applicable business strategies for the period 2012 - 2020 Build JAT Industrial Equipment & Automobile Accessories. .. Graduation thesis CHAPTER II ANALYZE THE BUSINESS PICTURE OF JAT INDUSTRIAL EQUIPMENT & AUTOMOBILE ACCESSORIES JOINT STOCK COMPANY I GENERAL INTRODUCTION TO JAT INDUSTRIAL EQUIPMENT & AUTOMOBILE ACCESSORIES. .. OF JAT ACCESSORIES INDUSTRIAL JOINT STOCK COMPANY 30 I GENERAL INTRODUCTION TO JAT INDUSTRIAL EQUIPMENT & AUTOMOBILE ACCESSORIES JOINT STOCK COMPANY 30 History of foundation and