DSpace at VNU: Marketing plan for certificate authority service of Viettel Telecom

Marketing plan for certificate authority service of Viettel Telecom Nguyễn Thu Phương Khoa Quản trị Kinh doanh Luận văn Thạc sĩ ngành: Quản trị kinh doanh; Mã số: 60 34 05 Người hướng dẫn: Ph.Dr Trần Doãn Kim Năm bảo vệ: 2011 Keywords Quản trị kinh doanh; Marketing; Quản lý tiếp thị; Chữ ký số Content ACKNOWLEDGEMENTS i ABSTRACT ii TÓM TẮT iv CONTENTS vi LIST OF TABLES ix LIST OF FIGURES ix INTRODUCTION 1 The problem Objective Scope Methods / Approaches Short Introduction CHAPTER I AN OVERVIEW OF MARKETING PLAN I Definition of marketing plan Definition Purpose of the Marketing Plan The marketing planning process II MARKETING PLAN ' EXECUTIVE SUMMARY SITUATION ANALYSIS 2.1 Market analysis 2.1.1 Market Size 2.1.2 Market Growth Rate 2.1.3 Market Trends 2.1.4 Key Success Factors 2.2 Competitor analysis 2.3 SWOT Analysis 2.3.1 Strengths 2.3.2 Weaknesses 10 2.3.3 Opportunities 10 2.3.4 Threats 10 MARKETING STRATEGY 11 3.1 Marketing Objectives 11 3.2 Market Segmentation 11 3.2.1 Bases for Segmentation in Consumer Markets 12 3.2.2 Bases for Segmentation in Industrial Markets 14 3.3 Positioning 15 MARKETING - MIX 16 4.1 Product Marketing 16 4.1.1 Product level 16 4.1.2 Product strategy 17 4.2 Pricing 19 4.2.1 Definition 19 4.2.2 Types of Pricing strategies 20 4.3 Distributi on 21 4.4 Promotion 23 4.5 People 24 4.6 Process 26 4.7 Physical Evidence 27 FINANCIAL FORECAST 27 IMPLEMENTATION 28 CHAPTER 30 CURRENT MARKETING ACTIVITIES FOR VIETTEL CERTIFICATE AUTHORITY (VIETTEL-CA) SERVICE 30 I AN OVERVIEW OF VIETTEL GROUP 30 History 30 The growth chart 32 Organizing structure 34 II THE INTRODUCTION OF CERTIFICATE AUTHORITY SERVICE (VIETTEL-CA) 35 The description and features of service 35 Digital signature applications 36 Service features 36 III MARKET ANALYSIS 37 Global CA market 37 Forecast about public digital signature market in Vietnam 39 Market Demand 41 3.1 Market segmentati on 41 3.2 Market size 44 3.3 Market growth 45 Competition analysis 48 4.1 VDC 48 4.2 Nacencomm 49 4.3 BKAV 51 4.4 FPT IS 52 SWOT Analysis 53 5.1 Strength 53 5.2 Weakness 54 5.3 Opportunity 55 5.4 Threat 55 Target market 55 Positioning 56 Marketing - Mix 57 8.1 Product 57 8.1.1 The product’s strategy 57 8.1.2 Package 58 8.1.3 Logo 58 8.2 Price 58 8.2.1 Valuation Asset Approach 59 8.2.2 Service price 61 8.2.3 Equipment price 62 8.3 Place 62 8.3.1 Direct di stribution network 62 8.3.2 Indirect distribution network 63 8.4 Promotion 63 8.4.1 Advertising 63 8.4.2 Sales promotions 63 8.4.3 Public relations & publicity 65 8.4.4 Marketing communications budget 65 8.5 People 66 8.6 Process 66 8.7 Physical evidence 66 Evaluation of Marketing activities’ efficiency 67 CHAPTER .69 MARKETING PLAN OF VIETTEL TELECOM COMPANY FOR VIETTEL CERTIFICATE AUTHORITY SERVICE (VIETTEL - CA) 69 The objectives of Marketing 69 Target customer 69 Positioning 69 Marketing strategy 69 4.1 Product 69 4.2 Price 70 4.3 Distribution 70 4.4 Promotion 71 4.4.1 Advertising 71 4.4.1 Sales promotions 71 4.4.1 Public relations & publicity 72 4.5 People 72 4.6 Process 73 4.7 Physical evidence 73 Action program 73 5.1 Schedule of marketing plan action 73 5.2 Budget 78 Financials 79 6.1 Expense Forecast 79 6.2 Sales Forecast 80 6.3 Income Statement 81 CONCLUSION 82 LIST OF REFERENCES 83 APPENDIX 1: LIST OF INTERVIEWEES 85 APPENDIX 2: QUESTIONAIRE 89 References Andrews, K The Concept of Corporate Strategy Homewood, IL: R.D Irwin, 1971 Barney, Jay Gaining and Sustaining Competitive Advantage 2nd ed Upper Saddle River, NJ: Prentice Hall, 2002 David A Aaker, Strategic Market Management, 2001 Fleisher, Craig S., and Babette E Bensoussan Strategic and Competitive Analysis: Methods and Techniques for Analyzing Business Competition Upper Saddle River, NJ: Prentice Hall, 2003 J B Quinn, "Strategies for Change: Logical Incrementalism" (Richard D Irwin, 1980) J Paul Peter, James H Donnelly Jr, Marketing Management: Knowlegde and Skills, 10th Edition, Jackson, Susan E., and Randall S Schuler Managing Human Resources: A Partnership Perspective 7th ed Cincinnati, OH: South-Western College Publishing, 2000 K Douglas Hoffman, John E.G.Bateson, “Services Marketing: Concepts, Strategies & Cases” Michael Baker, ”The Strategic Marketing Plan Audit 2008” 10 O.C.Ferrell, Michael Hartline, “Marketing Strategy”, 5th edition 11 Orville Walker, John Mullins, JR Harper Boyd, “Marketing Strategy: A Decision Focused Approach”, 7th edition 12 Parmerlee, David Preparing the Marketing Plan Lincolnwood, IL, USA: N T C/Contemporary Publishing Company, 2000 13 Philip Kotler, Gary Armstrong, John Saunders, Veronica Wong, “The principle of Marketing” – second European edition 14 Philip Kotler, “Marketing Management”, Millenium Edition 15 Porter, Michael E., “Competitive Strategy: Techniques for Analyzing Industries and Competitors” 16 Robert F.Hartley, “Marketing Mistakes and Successes” 17 Roger Kerin, Robert Peterson, “Strategic Marketing Problems: Cases and Comments”, 12th Edition 18 Steven P Schnaars, “Marketing Strategy”, second revised & updated edition  ... 67 CHAPTER .69 MARKETING PLAN OF VIETTEL TELECOM COMPANY FOR VIETTEL CERTIFICATE AUTHORITY SERVICE (VIETTEL - CA) 69 The objectives of Marketing 69 Target customer... 27 FINANCIAL FORECAST 27 IMPLEMENTATION 28 CHAPTER 30 CURRENT MARKETING ACTIVITIES FOR VIETTEL CERTIFICATE AUTHORITY (VIETTEL- CA) SERVICE ... Douglas Hoffman, John E.G.Bateson, “Services Marketing: Concepts, Strategies & Cases” Michael Baker, ”The Strategic Marketing Plan Audit 2008” 10 O.C.Ferrell, Michael Hartline, Marketing Strategy”,