PHÂN TÍCH THỰC TRẠNG và ĐỊNH HƯỚNG HOẠT ĐỘNG MARKETING tại CÔNG TY CP PHÚ AN e

INDEX Page I OVERVIEW Company introduction The company's business situation II REALITY MARKETING ACTIVITIES Analyze the Marketing environment a Macro environment b Micro-environment Mixed Marketing system at Phu An joint-stock company a Product policy b Pricing policy c Distribution policy 11 d Promotion policy composite 11 III DEVELOPMENT ORIENTATION of BUSINESS ACTIVITIES 12 IV BUILD a MARKETING PLAN 13 Increased activitymarket research 14 a The basis of the solution 14 b The content of the solution 14 c Reviews solution 17 Established Marketing Department 17 a The basis of the solution 17 b The content of the solution 17 c Reviews solution 19 Nestimplementation program to promote the brand, position 19 a The basis of the solution 19 b Implement the solution 20 c Reviews solution 21 THE CONCLUSION 23 REFERENCES 23 INTRODUCTION In recent years, the economy of our country has many changes in management The economic activities with the habit of steer from above and not interested in the results of operations have been replaced And so the Marketing has become increasingly important, it becomes golden key to help enterprise stand firm and grow the economy in a fiercely competitive market Today, enterprise must operate in a volatile economy with competition and the advancement of science and technology, along with the decline of customer loyalty Therefore, enterprises must solve a series of problems arose with the urgency Aware those, in the course of the study, the study group I've learn the marketing activity, aimed at finding a solution to the problem of marketing services of transport of Phu An joint-stock company I OVERVIEW Company introduction - In 26/11/2001 Phu An joint stock company established under the Enterprise law - Business registration certificate No 0600296486 issued by Department of planning and investment in Nam Dinh Province on November 26, 2001 Subscribe change the 6th November 05, 2012 - Official designation: PHU AN JOINT-STOCK COMPANY - Company address: Cat Thanh Town, Truc Ninh District, Nam Dinh City - Rep Office: 107B/81, Nguyen Trai-Ngo Quyen district-Hai Phong - Phone: 0313.551.022 - Fax: 0313.859.146 - Account number: 2511.100134006 at Military Bank – Hai Phong Branch - Tax code: 0600296486 - Registered capital when founded: 35.700.000.000 VND - The current Directors of the company: Mr Tran Van Hiep - Address: Block Trai Le, Kenh Duong, Le Chan District, Hai Phong city Main activity fields: - The maritime agency, the coastal freight and ocean - Business production, building materials, gas and coal, ships, shipbuilding, ship equipment, property, materials, corrugated, iron and steel - Repair, shipbuilding, marine transportation, dismantling old ships Business situation of the company + Revenues in 2011 reached: 59.474569 billion VND - Profits at: 846 753 000 VND + Turnover in 2012 reached: 55.146308 billion VND - Profits at: 462 683 000 VND Business situation of enterprises in 2012 compared to 2011 is ineffective The reason is that short-term loans so big causing high interest rates, making the cut in corporate profits so that Enterprise need to take measures to promote more rapid capital rotation II THE REALITY OF MARKETING ACTIVITIES AT PHU AN JSC Currently, the product of An Phu Corporation is diverse and plentiful, such as river transport services, maritime, business capital goods production, repair, new means of transport, including , the Company's main products are shipping services This service is primarily to bring revenue to the Company Analyze the Marketing environment c Macro environment Legal-political environment Any economic activity would also be subject to the legal and institutional constraints, the maritime industry is neither possible not to mention To create favorable conditions for the maritime industry, shipbuilding and ship repair, the State has issued in Maritime Law Maritime law also has to be adjusted, modified to suit the market economy; ensuring maritime transport processes are safe And each change of maritime law is more or less affected the operations of the company The legal system in our country is on the way and also many unreasonable should have not a few difficulties for the business activities of the company In particular it is the rules of procedure, maritime industry was not in sync, sometimes cumbersome process that led to the ship's cargo was delayed, affecting every rotation of the ship's cargo, to a credibility with clients of the company The economic environment After the prolonged slump from mid-2008, the global shipping industry entered a temporary period of recovery from the second quarter of 2009 However, during many months of the year, the recovery has proved to be unsustainable, with the crop and quite "sensitive" More specifically, the recovery is mainly due to the raw material import and export orders from China which are influenced by the regulatory policies of economic government Transport situation in the short term is difficult to forecast, with high risks In 2012, the international transport continues to have problems because of many reasons It is the European debt crisis has not ended; the signals have difficulty in finding financial resources to get rid of the risk of recession, in addition to being the heavy impact of the public debt crisis The economy is still in a State of slow growth (especially the slowdown of the Chinese economy) According to economic experts, in 2013 is actually a difficult year for the global economy Marine transport market continues to weaken, freight rates continued to decline in the long periods Oversupply situation of the world market is still expected to extend through 2013 Consequently, the current market situation greatly affected the revenue of the company not to mention stiff competition from companies that have the same field of activity The natural environment Is a company specialized in shipping business should matter about the weather has so much influence to the business activities of the company In the past two years, the situation of very bad weather In 2011, the weather at sea while less frequent but more rain storms In 2012, the forecast performance more complex due to the influence of the climate change There are many big storms, there is the phenomenon of flash floods, heavy rain, zoom filter that has so much influence to the work of the port, the ship's is located on long in the Ben, making transport of goods having a lot of trouble, and caused huge losses to the economy The goods that your company or freight such as coal, rice, protein when the rain is falling This will lose the prestige of the company to the customer At the same time reduce the costs due to the company's reserves to offset the loss of goods due to weather damage d Micro-environment Elements within the company: In General, the atmosphere in the company is positive, the working departments all have discipline, staff memberboth are dynamic ones, learn, computer skills, foreign language qualifications (Chinese and English) However, Company's organization without marketing section is a limitation Marketing activities also bring spontaneous, objective the mission is not clear Supplier + Transportation services: When does not meet the customer's requirements regarding transport companies usually go in the transport companies such as: VITRANSCHART: there are currently more than 18 dry cargo ships VINASHIP: there are currently 16 dry cargo ships + Building and repairing ships and boats: Supplier is a supplier of raw materials, production supplies to cater for the new building and ship repairing as: Hai Phong Steel Company: specializes in providing steel sheet, Hai Phong Paint Company: offers paint and Duy Phuong company provide machinery and equipment Client The customer is the most important factor in deciding the success for the company and brings profits to the company The company has a broad market should also be split into arrays in domestic and abroad + Foreign clients make up 70% of the total number of clients of the company The advantage is that this time, the process of loading very quickly However, the downside is that the customer provides the conditions in the contract very closely, and so the language barrier by signing contracts with little difficulty The client uses only the transport service They are mostly customers in Southeast Asia, such as Thailand, Malaysia, Indonesia, the Philippines, Singapore and also impossible not to mention the longtime clients of the company in the area of Northeast Asia that is China With a large number of customers like that, every year, this customer brought back to 65% of the revenue and profits of the company + Domestic customers: this customer account for only 30% of the total number of clients of the company The hotel has a good point that they take out the clause in the contract However, the downside of this is that the time unloading the goods, as well as the time of payment or delays, affect the payback period and the company's turnaround The client is also mainly use the transport services of the company The client has in all three regions of North, Central, South but mainly North and South such as Hai Phong, Quang Ninh, Can Tho, Ben Tre, Vung Tau, Saigon They provide 35% of the total sales and the company's annual profits A number of major clients in the Haiphong as: Hai Phong cement company, Chinfon cement company Competition Sea transportation is the broad market has attracted many enterprises Moreover, Hai Phong has the advantage of the country's largest seaport to the shipping company most concentrated in Haiphong Some competitors of the company such as Binh Minh JSC, Trung Kien Co., Hung Thinh Co Ltd, Hoang Dat Hoang Son Co Ltd, Mixed Marketing system at Phu An joint-stock company a Product policy The company has basic products: it is the transport, shipbuilding and ship repair In particular, transport is the main revenue source for the company + Transportation service: so far, the company has 11 ships with a total tonnage of 8,268 tons but all aboard a freighter The common routes of transport which are: Haiphong-Ho Chi Minh City, Haiphong-Indonesia, Hongai - HCMC, Hongai - China With this route, the company shipped these commodities: coal, steel, cement, fertilizers, food The company also has the intention of building the ships with different traits, such as tankers, cargo ships, cargo ships by container However, because the company has more capital should not invest for the new fleet + New ships and repair the ship: The ship new or repair is under the standard IACS should be of good quality b Pricing policy Transportation Charges: Is the amount to which the person chartering is charged to the passenger about the delivery transport to the destination and are ready to deliver to the recipient, as the price of transportation services Freight charges are built on the basis of these factors: - Goods: The volume, type, characteristics, economic value, packaging, loading - Transport: the transport distance, the situation of the port loading/unloading, climate weather conditions - The ship: the size/load capacity, depreciation, insurance, maintenance repairs, fuel consumption, running Board and parked in the Harbor, management - Other issues: depression, blockade, embargoandthe war Based on these factors that cost of transport is made by: - Fixed fees: Fees depreciation, maintenance and repairs, insurance, salaries and social insurance of the boat, a charge the administration - The fees fluctuate: fuel consumption Costs and handling fees, materials, tax and port Freight charges are calculated by ways: - Based on goods: taking the unit of weight or volume unit charging units made - Based on the ship: take the load unit or ship's capacity as a charging unit Freight Charges can be: Be prepaid at the port of loading, be charged later in the port of unloading or partial charges are paid at the port of loading and the rest to be paid at the port of unloading (as specified in the consignment note or by agreement between the person chartering and freight) Cargoes: + Due to differences in packaging, is the genus into types: packages (Package freight) and bulk (Bulk freight) + Due to the difference in characteristics, each divided into a number of categories to apply separate rates: Perishable freight, Large size freight and Long freight The entire cost of the main freight Port = the navigation charge + Port charge + Pilotage + crane rental Charge + Charge of lighting fee scraping at the port of unloading According to this provision, the tenant must pay the full cost of money for transportation, which includes the port charges and others at the port of unloading Charges in value For normal goods, high value, application owners chargeable by weight or volume of goods transported The owner of goods transport high-value required to declare the value to the carrier and to consider the corresponding rates The value of goods declared as a basis for calculating damages if it occurs later due to the fault of the carrier Charges paid by volume loading on ships In the carriage of large quantities of voyage, the volume can get loaded onto ships at the port to send or retrieve volumes landed at the port to provide a basis for charging, depending on the owner and tenant agreement But in practice, boat owners often require the tenant to pay freight volumes loaded onto ships at the port sent Tons of freight A unit of measurement of a common transport items (usually a ton or cubic meters) was used as the basis for charging The following example illustrates the rates of some items: Online Items Tariff per ton (without VAT) Hon gai-Saigon Clinker 180,500 VND Saigon-The Philippines Rice 18 USD Cua Ong - Malaysia Coal USD Cam Pha-Dong Nai Than thank you 270,000 VND Chinfon plant-Vung Tau Cement 180,000 VND Dong Nai-Hai Phong Protein 110,000 VND The Saigon-Haiphong Rubber gear 190,000 VND The calculation of freight rates as well as the types of goods and services, the valuation is based on the following factors: + Freight price to ensure a profit + The price based on market needs + Reviews to ensure the development of + Prices are guaranteed for the competition To create good relationships with customers, the company often discount price for those clients, clients with transport large cargo volume discounted rates are 2.5% of the value of the shipment However, in practice when given price, the company is based on the average price in the shipping market This price is reputable companies on the market offering and had a share of profits As such, the company only needs to check the elements of costs and profits are affected and not enjoy at any cost more for people and time for the valuation c Distribution policy After 12 years, in addition to its headquarters in Nam Dinh, the new company has only a representative office in Hai Phong, on behalf of the company signed the contract, at the same time as the Marketing service + For transport: freight company directly to the location where the client requires, not through intermediaries Therefore, for this service, the company uses a direct distribution channel Company => clients + For shipbuilding and repair operations: the company does not directly implement activities through intermediaries It's the plants, factories such as the Bach Dang shipyard, joint stock company Vinashin ocean shipping So, for this activity, the company used the indirect distribution channel Company => Intermediate => clients d Promotion policy MIX - Advertising showcase the company's capacity on the mass media: However, because no private company website should regularly on the stream (magazines) - In addition the company sent the letter, brochure, newsletter, price directly to the customer by Email, by post office - Open the client according to groups of shippers or shippers directly, find out their needs and gain feedback, comments from customers - Improved administrative procedures cumbersome, complicated, removal of the intermediate stage in the process of doing the procedure, guidelines for the attentive guests - Secure the interests of the seller as well as buyer, the sensible payment under the agreement of the two parties The cause of the situation by: + Objective reasons: Technical facilities not meet the market requirements in the direction of the renewal of the economy many components The financial sector, banks, capital, policies related to transport activities slow down innovation, transformation does not keep up with the situation of your business make the business environment converged not qualified and opportunity Maritime Law was enacted, but the legislation under law to guide the implementation and enforcement of the EU and also in many cases has not been consistent + Subjective causes: Knowledge management and capacity of leaders and staff officers are weak, slow is equipped enough to undertake new and adapt to the demands and requirements of the market mechanism The company is not really interested, synchronized planning and selection of appropriate forms for coordination between personnel training, development and use of talents in the business to strengthen implementation structures Company officials 10 Marketing Company no room, no staff work to plan marketing, business strategy, market research III DEVELOPMENT ORIENTATION OF BUSINESS ACTIVITIES Any other business, the biggest goal is to constantly increase profits To achieve this goal the company must have the proper steps on the way of business As an enterprise with 12-year-old should have direction in the coming years is to ensure that in addition to the familiar market share, the company must constantly look for new markets To the company in the right direction already mentioned above, the company has put out a number of tasks need todetermination in the coming years Going forward, in order to strengthen the market, the company will upgrade the means of transport, while expanding the branches and representative offices on the familiar market as well as new market given the specific business strategy to compete with rivals, focusing on potential market, prospect In addition, the development and enhance the qualifications of officials and employees, crews is a task of paramount importance The company will recruit and train employees with the knowledge, the capacity of access to modern technology to give Phu An company a strong growth in the future Development orientation of transport services First of all, the company intends to improve the transport services in order to attract customers Continue to implement the program to advertise the company's transport service to numerous customers; moreover, categorizing customers have to know less and less about the company's transport service to take the right approach to policy At the same time develop more related support services to the freight operations of companies such as: packing services, unloading services help customers, resolve the difficulties when there is a problem with the merchandise + Foreign market: : this is a market that offers big revenue streams for the company should expand the market further, to other areas of Asia + Domestic market: the company will expand the distribution network, set up branches, representative offices of the ears in the region, the South Development orientation of service ship repair, shipbuilding So far, the number ofenergy customers use this service of the company is too little The company will further strengthen the policy to advertise this service Customers 11 using this service are only domestic customers; the company needs to promote foreign broader scope To this, the company will have to raise the quality of new vessels and ship repair in the quality standards to create credibility for customers The company will invest in the construction or acquisition of new ships shipyard, ship repair so not through intermediaries IV BUILD A MARKETING PLAN IN ORDER TO IMPROVE BUSINESS PERFORMANCE In current and future competition remains fierce The company must quickly change a fundamental way his thoughts about the business and Marketing strategy The company's success is the company that most complete satisfying and really please the target customers Or in other words, these companies always have better customer service than their competitors So the company can survive and grow in this tough competitive market, companies must build Marketing strategies, policies and tools suitable to satisfy in the best way the needs of the customer Increased activity market research a The basis of the solution The market research survey is collected, processed, information about customers and competitors Phu An joint-stock company is mainly active in the market Hai Phong Currently, the market appears more and more competitors in the same industry So companies need to have accurate information about the market and adequate to be able to make marketing decisions accordingly Previously, Phu An has no market research So this is very necessary On the other hand to improve the efficiency of conducting business, the first company to capture clear information from competitors and see customer reviews about products and services as well as the image of the company From it may give the market marketing solutions to improve business performance b The content of the solution Build report on competition per year This is not a simple job It requires a lot of effort, money and position should the implementation reports made only when really necessary That's 12 when the company's market share tends to decrease due to the stiff competition from other competitors or companies need to expand the market Research on the market needs to be planned carefully, in particular, properly because of the decisions from the results of research that has impact on the whole process of the company's business operations The company should assign a professional Division is responsible for forecasting and evaluating the market situation So the business of the new company obtained better results Reports on competitors must complete and ensure content accuracy and timeliness The report read as follows: No The Selling Name of Major products prices of Quality products competition Clients and products and and services services services The promotion Method of collecting information: - The first way: hire a third intermediary to collect information This third intermediate is often a company dedicated to doing market survey service This way takes less effort and high costs to ensure reliability - The second way: Buy information from Association of shipping companies, the Department of planning and investment This time, the accuracy of the information is very high but the cost is also high - The third way: the company itself to gather information This low-cost, guaranteed reliability but spend lots of effort Costs for the collection of information may not be correctly identified by if using any method of obtaining would also have to have the agreement of the buyer and seller information Reviews the information and benefits of information collection: From the information gathered, the company will produce a review of potential opponents, their principal market, and the market share of each opponent Bring out their strengths and weaknesses in order to compare with your company as follows: 13 Strong point (S) Opportunities (O) - The extensive business network - Knowledge of the - Maritime transport services grows, the business environment demand of the market about the company's products and services - There are many traditional customers Weaknesses (W) The challenge (T) - Outdated business practices - Strong competition, the competitor is - The policy is not yet close to the reality experienced, has a team of large ships - Quality poor customer service - The State's policy, many inadequacies - The Marketing activities in the - The economy is also much volatility departments of - Technology, equipment and machinery are also backward - The cumbersome apparatus, the low level of human resources, poor management - The product is the only transport service Survey and market research through client The company conducts surveys its customers to find out about the demand for products and services of transport, shipbuilding, ship repairs, reviews of that product, the price and the requests and recommendations Mode of study: The company conducted the survey based on a questionnaire survey This is the most popular research tools with flexibility by the content of the survey is compiled by the company, can change according to the requirements of each stage which may contain a lot of information 14 Specific steps are as follows: - Implementation period: In late November each year - Company established questionnaire, make a list of clients under investigation - Assign employees to put clients - Synthesis gather information from the form that Costs for the solution Investigative activity in this way have cost no higher that collected information is also very helpful - The total cost for 100 sheets of votes: 1,000 x 100 = 100,000 VND - Costs for staff: can be calculated according to the number of votes to which he or she collected Unit price: 20,000 VND/votes 20,000 x 100 = 2,000,000 VND - The cost is expected to buy gifts for clients to 150,000 VND/menu 150,000 x 100 = 15,000,000 VND The total cost of the solution: 100,000 + 2,000,000 + 15,000,000 = 17,100,000VND c Reviews solution The other information will be processed; analysis from which to draw experience for the company's Marketing decisions This solution brings benefits to the company are as follows: - To help companies better understand the strengths, the weaknesses of the competitor from which specific strategies - Help manage the client unchanged in each period, then find out the cause and how to fix it - A better understanding of the limitations of the business of the company, through the perspective of the client - Proper planning of the specific plans in the near future Established Marketing Department a The basis of the solution In order to increase the possibility of sourcing and consumption through increased sales and profit or otherwise increase the company's business 15 performance, the company must strengthen Marketing activities Want the work that is done systematically, high efficiency; the company needs to organize a Marketing Department in administration, human resources, General The Organization of work, Division of work within the Division is extremely necessary It ensures the specialization of work, helping to smooth divisions over, individuals associated with each other, more perfect At present, the numbers of officers doing this work are very few, not training regularly, understanding the Marketing reasoning, so that in the future the company should invest more for joint Marketing, adds a number of officers to ensure the real Marketing sense b The content of the solution Projected staffing: The Marketing Department consists of three people, including a leader the following task: market research, marketing strategy, Marketing programs, construction, and implementation and monitoring of the activities of the network of organizations, products, services, and advertising propaganda Recruitment Marketing: - Post-employment opportunities on the media: newspaper, radio, television, with full information as required on the qualifications, experience, age, gender, starting salary - Recruitment: the recruitment process of the company - Professional enhancement for Marketing: Marketing staff requires proficiency on products and services of the Company, to be innovative, proactive, service attitude must expertise, create trust and satisfaction to customers To improve the customer contact profession need to be trained There are ways: - The first way: dispatched professional classes at training organized by the company - The second way: Fostering workplace training Costs for the solution: + Cost of recruiting: 16 - Added security alarm 1/4 page, post no: 10 1,500,000 (1/4 page/1số) * 10 = 15,000,000 VND - Organization of examination: o Teachers hire out the examinations: 1,000,000 VND o Examination paper: 100 sheets * 1000 = 100,000 VND o Employees considered competition: 200,000 VND o The teacher examination: 1,000,000 VND The total cost for examination 1,000,000 + 100,000 + 200,000 + 1.000.000 = 2.300.000 VND + Cost of professional Advanced Marketing - The first way: costs for personnel in training time (from to days) 1,000,000 VND/person/tags - The second way: the cost of hiring professionals to train: 3.000.000VND/person/course (from to days) The total cost for raising employee Business Marketing: 1,000,000 + 3,000,000 = 4,000,000 VND The total cost of the solution: 15,000,000 + 2.300.000 + 4,000,000 = 21,300,000 VND c Reviews solution Pros: The first way: The main companies are the best that the company's products are trading so they know that the need for a staff with the knowledge and qualifications Therefore, staff members are trained to have knowledge of the profession as well as knowledge of the products that you offer They can apply to well the work of Marketing to advise clients, clients are always satisfied The second way: Employees can just the quest at the company have just learn to acquire knowledge As such, the work is not interrupted but the practice, the actual application in the training process Cons: The first way: Staff will have to set aside a certain time for learning, which will affect the current working process in the company However, the 17 training program takes place in a certain time does not respond in a timely manner to the needs of employees The second way: The cost to hire a professional training is quite large Moreover, the presence of the instructor in the company can cause some inconvenience, which may affect the company's operations Nest implementation program to promote the brand, position a The basis of the solution A Enterprise cannot grow to being number one in the market without being informed promotion, advertising in other words there is no strategy to develop its brand Brand is the first and important factor for creating the ability to identify, reminiscent, differentiate and orientation for customers looking to use the products or services of your Enterprise With Enterprise in any market economy, brands have significant roles have including the following roles: - Tools to identify and differentiated products - The legal protection of advantages and characteristics of the product - Defines the quality of previous customers - The origin of competitive advantage - Origins of profit The importance of the brand needs to be concerned because it is not only the role of the business but also affects customers, with consumer brand with a number of roles as follows: - Identify the source or origin of goods - Minimize risk in consumption - Search for cost savings - Affirm self-worth - Rest assured about the quality Currently, the media rushing to develop a lot of marketing methods to promote the brand, such as posting advertisements in newspapers, magazines, advertisements posted on the electronic media, E-Mail, Facebook The fact needs to be recognized that at present the company has a number of important factors, the advantages forPlanon the market, but the 18 company has not genuinely interested in building and developing their brands Elements to create the brand of Enterprise are the first such logo; slogan then the company has not yet determined and explicit adjustments Thus, Phu An brands in the market is still very modest b Implement the solution To the job on the company should hire a professional advertising companies, because they have many factors that the company itself could not have been as skill, creative professionals, the accessibility and experience on the market While the selection of professional advertisers will spend a small budget accounts of the company, but the company's image as a factor of utmost importance and lasting implications for the existence and development of the company The design does not only take place on a two-day that it is a very thorough process, occupancy One of the things that reduce the ability to promote the company's image is now that of Phu An unregistered company has official Website This is an immediate need of any dismantled by the Website yourself The Website of the company needs design lively, eye-catching Customers can view information in any place, the cost savings for Enterprise of the issues such as printing, mail, fax, unlimited information + The cost of a number of media: - The cost for creating the site: www.phuanjsc.com 5,000,000 VND - Advertising on newspaper, magazines: magazines, newspapers, investment security The media Cost (VND) 30s on the VTV 25,000,000 30s on THP 15,000,000 Maritime magazine 01 page 14,000,000 1/2 page report investing 2,000,000 1/4 page security report 1,500,000 1/8 page report on labor 500,000 A total of 58,000,000 + The cost for funding in favor of the poor, the disabled children: 15,000,000VND 19 + The cost for advertising in a newspaper: STT E-newspapers Costs Why choose (VND /month) The common electronic newspaper page has a large number of visitors daily Dantri.com.vn Beautifully designed newspaper page, image ads are placed on the home page The report was generally liked by the Vietnamnet.vn diversity of news A total of 7,000,000 5,000,000 12,000,000 The total cost of the solution: 5,000,000 + 58,000,000 + 15,000,000 + 12,000,000 = 90,000,000 VND c Reviews solution STT Advertising media Strong points Weak point Update the - Can bring viewers the latest - Always take the time to information on the news about products and website related information of the update news company Email referrals for - Extensive advertising to more - Is the situation of potential clients customers - It takes the cost of buying Posting customers - Can upload images advertisements on - Represents the brand electronic - Promotion Posting ads on the - Moderate cost radio, - newspapers, - Wide information transmission magazines Increased software to send email - Cost of post - Post more access to potential customers eye-catching graphics to attract readers funding, - Boost the image of the community activities Difficult - High costs company - Wide information transmission 20 THE CONCLUSION Understanding and proper application marketing management will help managers to have proper directions and decisions to achieve the desired results Over here are the analyses and solutions based on understanding the Group I after completing courses in marketing management We would like to sincerely thank Dr Dang Ngoc Su helped us get more the scientific basis, the management skills Using knowledge is learned of the teacher, we will try to improve the management systems, processes, create a better working environment for workers and towards sustainable development in the future REFERENCES Marketing Management lecture http://marketingonline247.wordpress.com/ http://www.voer.edu.vn http://tamnhin.net http://doc.edu.vn http://vantai24h.vn http://www.tapchitaichinh.vn http://bientoancanh.vn Internal document of PHU AN JSC 21 ... THE CONCLUSION Understanding and proper application marketing management will help managers to have proper directions and decisions to achieve the desired results Over here are the analyses and... the seller as well as buyer, the sensible payment under the agreement of the two parties The cause of the situation by: + Objective reasons: Technical facilities not meet the market requirements... order to strengthen the market, the company will upgrade the means of transport, while expanding the branches and representative offices on the familiar market as well as new market given the