PHÂN TÍCH SWOT và đề XUẤT CHIẾN lược MARKETING CÔNG TY vật tư bưu điện 1 e

PHÂN TÍCH SWOT VÀ ĐỀ XUẤT CHIẾN LƯỢC MARKETING CƠNG TY VẬT TƯ BƯU ĐIỆN When the business needs to strive for the development, create their own reputation and sustainable brand-new, SWOT analysis is one of the essential step in the process of planning the business strategies SWOT analysis is analyzing the external factors which the company has to face with (opportunities and threats) and the internal factors (strengths and weaknesses) This analysis is difficult step, which takes time, labor, expenses, and potential income, analyzing and processing the information for the most optimal method The results of the process of SWOT analysis need to assure the factors of detail, accuracy, practice and potential because the company will use these results for the coming steps such as: setting up the strategies, objectives for the strategies and procedures for controlling the detail strategies The effective strategies use the external opportunities and internal strengths also prevent the external threats and limit, overcome the business’s weaknesses Strategy objectives (the main objective of the company is chasing for by the detailed activities) are measurable, potential and timely The strategies are created by concentrating specific details of the implementation of the detailed plan The procedures of controlling the strategies is to manage and organize the strategies which the company uses to control any step within steps to form the strategies in order to assure all the process carried out with the right strategy objectives 1- INTRODUCTION OF POST MATERIAL COMPANY 1: The post office material company I is state owned company belonging to the general post and telecommunication Viet Nam, functions of this company are importing and exporting the materials, equipments for the network development of post and telecommunication Viet Nam under two business types, entrusted import and equipment sale Therefore, the goods of the company are mainly importing ones The company imports the high quality goods from Japan, America and is assigned to sign the contract which has value of millions USD The company always finds the way to access to the suppliers with high reputation of high technology to explore the high quality goods with the low expenses The company imports directly the telephone from Siemens brand without transacting with the agents in Viet Nam The human resource of the company takes 85% of university and college graduates In addition, the company often organizes the professional trainings for the staffs of the company Company organizational chart DIRECTOR Vice director Business general plan Departmen t Marketing department Legislation department Vice director Business Administra tion Departmen t Administra tion Departmen BUSSINESS CENTRES The post office material company I is heading company in Viet Nam, which specializes in producing and supplying telephones, telephone wires for the provincial post office, big organizations and a lot of customers The company can sell the material under type of wholesale or retail because the need is high 2- EXTERNAL ENVIRONMENT ANALYSIS All the organizations implement the activities in constant environment It means that all the organizations are covered and also face with the external factors The managers can not adjust the existence of the external factors However, these factors make affects and change the customers’ behavior and the development of company’s marketing mix Thus, the Marketing managers are responsible for finding out and analyze the uncontrollable variables, which is the base for plan of appropriate Marketing mix 2.1- GENERAL SITUATION OF MARKET: 2.1.1- Cultural, social factor Marketing activities under any business type are all under the social factor and each society contain the culture which the customers follow The cultures are always with the potential of based behaviors of people since they were born, growing up…Analyzing the social factors allows the company understand at different aspects in wide range of their potential customers 2.1.2- Politics and legaf factor The politics and legal factors make strong effect on creating the commerce opportunities and the potential of conducting the objectives of any company 2.1.3- Techonological and economic factor Technological and economic factors not only regulates the business types and the whole business in using company’s potential but creates the business opportunities for each company as well 2.1.4- Copetition factors Under the circumstances of hard competition, Do the companies need to overcome and run before their competitors The conditions for completion and the participating components during the business activities to win the competitors create the competition environment in economy The companies need to clarify the advantageous competitive strategies The competition plays an important part, neglecting the competitors, condition, and factors in competition environment leads to failure 2.1.5- Eco-geographical factors An Eco-geographical factor has been researched, which lead to the methods and business effectiveness An Eco-geographical factor not only affects the sustainable development of the country, but widely relates to sustainable development potential of business The factors in the research include: geographical location, climate, crop characteristics, issues of ecological balance and environmental pollution 2.2-SITUATION OF THE INDUSTRY SECTOR WHICH THE COMPANY IS INVOLVED 2.2.1- Analysis the market size, growth and the potential in the market Only taking large market share in the country is not enough, the opening the market wider and wider gradually cover the domestic market, and produce and mainly export to another countries Towards current market, the products have good quality and satisfy the needs of the customers and big organizations Therefore, when the company lauches out its new products to the market will get the positive support and attention from the customers 2.2.2-Customer analysis The customers of the post office material company I are the companies which selling the post and telecommunication equipments, the provincial and city post offices, the final customers, organizations or individuals The company always builds up the good relationship with the customers, constructs “loyalty” of the customers, and creates the first impression with the new customers With the companies in post office sector, which are under the long relationship with the company, the quantity they order is high Therefore, there is support and cooperation among the companies in post and telecommunication sector under the control of VNPT For these reasons, the company always creates the good and sustainable relationship for the benefits of all parties 2.3-STATUS OF COMPETITORS For all the companies of current market, competition is essential, analyzing the competitors is more and more important The main competitors of the companies are divided into two main types: state owed companies which exist in this aspect for a long time, and the private companies, outside sector companies and many other limited companies 2.4-STATUS OF SUPPLIERS The post office material company is state company belonging to the general post and telecommunication Viet Nam, functions of this company are importing and exporting the materials, equipments for the network development of post and telecommunication Viet Nam under two business types, entrusted import and equipment sale Therefore, the sources of the goods of the company is mainly importing ones The company imports the high quality goods from Japan, America and is assigned to sign the contract which has value of millions USD The company always find the way to access to the suppliers with high reputation of high technology to explore the high quality goods with the lowest expenses The company imports directly the telephone from Siemens brand without transacting with the agents in Viet Nam Apart from importing, the company also takes the products from the industry sector However, from end of 2007 and 2008, these suppliers’ product is not enough to provide for the higher and higher needs (especially information cable).To overcome these difficulties, the company tried to explore the products from the outside sector factories, the company also produces and install some kinds of materials and equipments (For instance the telephone wire of the post office material factory reaches the capacity of millions telephones/ year, this factory’ inauguration is in November of 2005 The latest investment is investing on building the factory for producing telephone wires and cables, which will be finished in 2006) In general, the market of the company is in wide variety with many different types However, it is difficult to be stable with these supply sources (in aspect of quality, quantity, time, and price) 2.5-STATUS OF DISTRIBUTION SYSTEM Post office material sector needs to build distribution system and set up the reasonable sale point for the reason of striving for increasing in sale revenue and keeping the post office material market This means the company needs the wide distributing market, cover and does not ignore any market at the capacity of sector The company needs to establish the direct agencies Although these selling staffs not bring big advantage because these products are not suitable for retail, this method gives the employment opportunity, collecting information, bring the companies closer The industry needs the best coordination among the companies, which creates a harmony, to avoid the congestion in circulation, congestion in the distribution system Companies and business centers need the close relationship in order to exchange information, support each other in business and general objectives of the sector 3-DOMESTIC MARKET ANALYSIS In 2010, there are lots of extraordinary events with the world business and it is very difficult year for Viet Nam economy The GDP of Viet Nam in 2010 increase only 6,23% after years of continuous increase at % CPI considerably grow up, in 2010 it increases 22,97% at average The inflation increase pushes the bank interest rate strongly climb up The foreign exchange rate fluctuates during the year, securities and real estate markets go down The post office material company I is state owned company, and also the member of VNPT Therefore, the company’s finance status is stable The company has been accumulating large capital; the company also receives incentives when borrowing money from banks, which is one of the cause for promoting the business scale of the company About asset, the current asset strongly go up, fix assets are invested rightly These are the good signals of the company Growth of the company for the last few years increases rather rapidly At the beginning of 2010, the growth of the company is estimated increasing 20% in comparison with that in 2009 3.1-MARKETING COMPETITION STRATEGIES The company needs to assure its market share about the telecommunication products, the market share is biggest at the North, this market share is also relative in the provinces in Central and South Currently, there are a lot of companies which also supply the post and telecommunication equipments especially in Ha Noi, Ho Chi Minh City, Da Nang…which leads to the continuous decrease of the market share of the company because this market share has to be shared to many other companies For the products of telephone, the direction for growth is increasing the market share because telephone product is one of the main products of the company, but the sale revenue of telephone is mainly from the orders of the provincial post office, retail and selling to the organization are limited The customers tend to buy telephones from the private companies instead from the state own companies Thus, the market share will decrease if the company does not launch out any positive change For the products of cable, telephone wires, phone standard, fax machine, the company has the wide market share because the company is one of the pioneers participating in these product market or the company can produce currently For development of these products, the company needs to keep the current wide market share or open the market share wider if possible Additionally, the company can increase the profit based on the sale revenue by selling these products, therefore, the company needs to plan the right investment 3.2-POSITIONING Vietnam’s population is going to increase, the proportion of population who have the need for using technology is higher, by acknowledging this reason, the company has introduced a range of new products into the market 3.3-MARKETING MIX STRATEGIES 3.3.1-Products The products of the company are the system which uniform the factors which have close relationship in order to satisfy the needs of customers, the product includes physical products, packaging, brand, service and sales methods 3.3.2-Product Prices, goods Price is one of four basic parameters of marketing mix In business, the price is the tool which can be controled Thus, the company need to use the price logically to implement the strategy objectives, business plan The decision of price affects largely the process of business of the company, from planning business to buying, selling, expense and profit The company need to conduct the price discrimination policies to explore the optimal market segments 3.3.3-Distribution and Place The higher the products can satisfy the needs of the customers, the higher the sale revenue is Nowadays, when the standard of living is increasing, industrial way of life ingrained in all people, the customers not only need the right price and good quality of the products, but also right time and right place factors of the products Place and distribution activities play a very important role which the marketing system of the company should involve the best solution in its marketing strategies 3.3.4-Communication Sale promotion is one of four general basis contents but it is a parameter of Marketing mix which is applied in commerce business Sale promotion consist of these contents: Advertisement, Promotion, participating in fares and exhibitions, direct sale, public relations and other promotion activities 3.4-ORGANIZATION AND CONDUCTION 3.4.1 CONDUCTION PLAN - Meeting Customer service to introduce products and price list - Participating the fare “post office materials” over the - Building up the exhibition room for showing products - Building up the gift funds for clients - Setting up the signs, large plate-panels along highway across country - Setting up the product panels for agencies, shop which sell the products of the company 3.4.2-BUDGET The total budget for marketing activities, estimated about:: 1.700.000.000 đ 3.5-MARKETING PLAN RESULT The products of the company are widely distributed to all regions of the country Although the activities of the company are mainly in the North, the company also receives the orders from the Central and South The number of order is not many, but it shows the efforts of the company in developing the market The products of the company are spread widely is also thanks to the network of distribution channels which are well designed, and also because of the long term reputation of the company in which a lot of customers and partners respect The company is proud of being one of the largest companies selling the post and telecommunication in the North Along with the wide distribution system, the system of warranty, repairing and installation, transporting are willing to serve customers when there is any requirement Besides, there are a lot of supporting customers activities, for instance, promotion, meeting customers… which bring high effectiveness, push up the reputation, competition capacity of the company Although the advertisement activities by using the sector magazines, Tien Phong, Nhan Dan newspaper are applied not much, these activities encourage a lot the customers from three regions, attract a large number of customers In summary, although marketing activities of the company are not many, they bring the great efficiency for the company in promoting the consumption of goods, which initially successfully implemented the goal of maximizing company./  ... and exporting the materials, equipments for the network development of post and telecommunication Viet Nam under two business types, entrusted import and equipment sale Therefore, the sources... these product market or the company can produce currently For development of these products, the company needs to keep the current wide market share or open the market share wider if possible... average The inflation increase pushes the bank interest rate strongly climb up The foreign exchange rate fluctuates during the year, securities and real estate markets go down The post office material