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Graduation Thesis Academy Of Finance MINISTRY OF FINANCE ACADEMY OF FINANCE FACULTY OF FOREIGN LANGUAGES -***** - GRADUATION THESIS TOPIC: "MARKETING SOLUTIONSTOENHANCETHECOMPETITIVENESSOFNOVAONIDCONLINEDATAJOINTSTOCK COMPANY.” Student: Lam Thi Kim Chi Group: CQ50/51.03 Supervisor: Bui Thi Tuyet Mai Ha Noi-2016 Lam Thi Kim Chi Page Graduation Thesis Academy Of Finance DECLARATION I confirm that this thesis represents my original work, I have not copied from any other students’ work or from any other sources expect where due reference or acknowledgement is made explicitly in the text Furthermore, none of any part been written for me by another person in my thesis I, Lam Thi Kim Chi hereby confirm that this thesis is my own work and not copied or plagiarized from any source I have referenced the sources from which information is obtained by me for this thesis In addition, the contribution of any supervisors and others to this thesis is consistent with normal supervisory practice Student: Lam Thi Kim Chi Lam Thi Kim Chi Page Graduation Thesis Academy Of Finance ABSTRACT Through the process of fact-finding in the Novaon, I noticed the application ofmarketingtoenhancethe company's competitiveness is not high and ineffective So this study was launched to make the plan more effective marketing and some solution to be application such as marketing factors that affect thecompetitivenessof company: Product Policy, price policy, distribution policy, communication Policy This study include chapter: Literature Review, The study and Recommendations By covering the essential knowledge about marketing solution, this study attempt to provide a basic for appreciation and giving the new recommendation for themarketing development orientation for NovaonIDC in the future This study aims to present themarketingsolutionstoenhancethecompetitiveness for NovaonIDConlineDataJointStockCompanyThe principal audiences of this study include the teachers from Faculty of Foreign Languages; the staff ofNovaonIDC company, and the students who interested in marketing in a particular companyThe aspects of thesis that related to each group of audiences will be mentioned in the following pages ACKNOWLEDGEMENT First and foremost, I would like to thank to all the teachers of Faculty of Foreign Languages, Academy of Finance who have conveyed valuable knowledge to me during the past four years I also would like to express my gratefulness to my supervisor Ms Bui ThiTuyet Mai for the dedicated instructions as well as her creative suggestions and encouragement during the time of making this thesis Lam Thi Kim Chi Page Graduation Thesis Academy Of Finance Last but not least, I give my sincerely thank all ofthe staffs in NovaonIDConlineDataJointStockCompany for their enthusiastic instructions and support during the time I was on probation TABLE OF CONTENT CHAPTER 1: LITERATURE REVIEW .1 1.1 Concepts and delimit the content ofthe research topic 1.1.1 Concepts ofmarketing and marketing mix 1.1.2 Delimitations ofthe content ofthe research topic 1.2 Competitiveness and competitive marketing………………………… 10 1.2.1 Definition ofcompetitiveness and competitive marketing Competitiveness: "11 1.2.2 The views on competition marketing 11 CHAPTER 2: THE STUDY 13 2.1 An overview ofNovaonIDCOnlineDataJointStockCompany 2.1.1 The process of formation and development .13 2.1.2 The organizational structure ofthecompany and characteristic of business 15 2.1.3 A glance ofonlinedata distributing market 18 2.1.4 The influence of environmental factors tothe company's marketingsolutions 20 2.2 Results ofthe analysis…………………………………………………22 2.2.1 The application of 4Ps ofthecompany 23 2.2.2 The author’s assessment on Nova’s marketing strategies 31 CHAPTER 3: RECOMMENDATIONS .33 3.1 Nova’s development direction 33 3.2 Recommendations aimed at improving thecompetitivenessofNOVAONIDCOnlineDataJointStockCompany 34 3.2.1 Products .34 Lam Thi Kim Chi Page Graduation Thesis Academy Of Finance 3.2.2 Price .35 3.2.3 Promotion 35 3.2.4 Place .36 3.2.5 People 36 CONCLUSION 37 INTRODUCTION 1.1 Rationale ofthe study In the market economy, international economic integration, competition is getting fiercer, tocompany can effective business must be able to research market, market forecast good, thus giving the price policy, product, distribution channel, or planning communication programs most effective way Marketing plays an important role mainstream After several years of development, so far Vietnam PC market still has great appeal When consumers have high affordability and benefit from computer more and more, maximum support tothe users, So the need to buy a computer, using a computer and internet access of human to growing, with rich demand The demand ofthe consumer need to buy the computer is increasing quickly than before Currently, in the market, has the participation of many companies specializing in deployment ofmarketing products and services to improve competitiveness Many companies specializing in Mar products emerge to improve their business as Web… competitiveness and develop the quality of human life, such as professional Web Design, Domain Names, Hosting, Virtual Servers, VPS servers, digital signature Lam Thi Kim Chi Page Graduation Thesis Academy Of Finance The firms are racing against each other strive for quality service, the variety of products, services and constantly offer programs stimulate consumption The companies race about the service quality, the variety of product and more consumption stimulating In general, demand for high-tech products and computer products have trends to increase sharply, not only to handle the huge volume of work but also that serves both learning activities and entertainment Therefore, profit opportunities of businesses providing computer products and services computer is very high Along with that is the fierce competition between manufacturers, distributors, suppliers together May include the suppliers have names ahead, quite prestigious as P.A Viet Nam ltd, FPT Telecom, Mat Bao Corporation The Nova's company does not stop at the product quality but also provided the service quality and price with many attractive promotion programs Every day, there are more products launched from new companies, with the superiority over with product earlier This is one ofthe reasons for shorten the lifecycle of product and reduce the price, competing on price isn’t effective as before To survive and grow, the business enterprises are facing challenges to find new competitive tools, more effective The integration ofthe world economy and WTO is not only advantage but also disadvantage for Novaon IDC's company There are so many challenges require the companies must be overcome to survive and thrive Typically, they has penetrated into Vietnam market, the pie is divided into smaller parts, the competitive advantage shrinks that is why the competitive power is an important key to survive and make stronger important thing for any business how to survive and stronger In this period , NovaonIDCcompetitiveness is not high, while marketing activities can’t yet be properly invested 1.2 Aims ofthe study Lam Thi Kim Chi Page Graduation Thesis Academy Of Finance The goal ofthe research was to propose a specific marketing strategy, in line with company resources and market conditions This strategy will serve as orientation for all operations ofthe company, so that this activity takes place systematic, methodical, professional and long-term Aiming for, topics will address four specific tasks: Establish a theoretical basis ofmarketingsolutionstoenhancethecompetitivenessofthecompany Understanding the business situation, the status ofcompanymarketing activities NovaonIDC in recent years Reality and marketingsolutions and the current competitivenessoftheNovaonIDCOnlineDataJointStockCompany Recommendation some marketingsolutionsto increase thecompetitivenessoftheCompanyNovaonIDC provided market datasolutionsonlineof Vietnam 1.3 Scope ofthe study Scope ofthe Study: Research to clearly define the reality ofthecompany and the competitors, the strengths that thecompany has to develop and overcome the remaining weaknesses in order to find solutions and recommendations for marketingoftheNovaonIDCOnlineDataJointStockCompany in 20132015 period.The solution proposed in the subject also toenhancethecompetitivenessof companies in the market offer web services toenhance business competitiveness, which focuses mainly on the market Northern 1.4 Organization ofthe Study Computer appeared long ago and had an indispensable role in the lives of human beings The advent ofthe computer has marked a turning point in developing new and more modern civilization for the whole society So far the computer keeps finalized brought many conveniences, maximum support Lam Thi Kim Chi Page Graduation Thesis Academy Of Finance tothe users Computer’s product is also increasingly rich and diverse, giving customers a lot of choices Unlike in developed countries, the demand for regular supply ofmarketingsolutions for businesses already saturated, with a developing countries like Vietnam, this is still a very potential market The need to use the product for service in Vietnam websites of organizations, enterprise, families and individuals increased with the process of industrialization, modernization and international economic integration Therefore, it is give an effectiveness marketingsolutionstoenhancethecompetitivenessofNovaonIDC companies In this study consists of three main chapters Chapter 1: Literature review, which includes concept and delimit the content ofthe research topic and competitiveness and competitive marketing, chapter 2: The study includes competitiveness and competitive marketing and results ofthe analysis and conclusion, chapter 3: recommendations includes Nova’s development direction and recommendations aimed at improving thecompetitivenessofNOVAONIDCOnlineDataJointStockCompany After a period of internship at the company, I realized that, in order to improve thecompetitivenessof companies in the market Novaon product supply professional websites, towards achieving the sales target, market share, the set off a long-term marketing strategy in general and in each particular stage of development is extremely important Therefore you choose the theme: “"MARKETING SOLUTIONSCOMPETITIVENESSOFNOVAONIDC Lam Thi Kim Chi Page TOENHANCETHE Graduation Thesis Lam Thi Kim Chi Academy Of Finance Page Graduation Thesis Academy Of Finance CHAPTER 1: LITERATURE REVIEW 1.1 Concepts and delimit the content ofthe research topic 1.1.1 Concepts ofmarketing and marketing mix 1.1.1.1 Definition ofmarketingMarketing is a widely used term to describe the means of communication between thecompany and the consumer audience Marketing is the adaptation ofthe commercial activities and use of institutions by the organizations with a purpose to induce behavioral change on a short-term or permanent basis The American Marketing Association most recently defined Marketing as "the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large." The techniques used in marketing include choosing target markets through market analysis and market segmentation, as well as understanding methods of influence on the consumer behavior Themarketing planning creates strategies for thecompanyto place advertising tothe dedicated consumer From a Dr Philip Kotler point of view, defines marketing as “the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit Marketing identifies unfulfilled needs and desires It defines measures and quantifies the size ofthe identified market and the profit potential It pinpoints which segments thecompany is capable of serving best and it designs and promotes the appropriate products and services.” The American Marketing Association offers this managerial definition : Marketing (management) is the process of planning and executing the conception , pricing, promotion, and distribution of ideas, goods, and service to create exchanges that satisfy individual and organizational goals And other definition about marketing: Marketing is the management process Lam Thi Kim Chi Page Graduation Thesis Academy Of Finance cannot be cheap The interface is designed according to each customer's requirements and website must be correctly displays with all popular browsers Moderator supports updating websites, consults in promoting the top 10 Google, offers free domain name & hosting, especially warrants website permanently The last type is URL URL provides web design packages according to customer’s requirements based on any request from pages to 500 pages (or more) It provides static websites, dynamic websites, professional SEO services, e-commerce website URL design and build large sites with content management systems which are professional, friendly, easy to use and a variety of different functions making the most site effectively Customer with the demand of small websites can choose this type i Other services Hosting, domain, digital signature are considered as other services They are intangible For this types of company’s product, it cannot be tasted, smelled, or stored like physical goods The main distance that company usually transports goods are from representative office in Hanoi, Ho Chi Minh, Da Nang to customers at neighboring provinces and districts in the cities NovaonIDC has many different types of product digital marketing used for advertising campaigns ofthe enterprises It is big advantage for customers to choose this service ofthecompany 2.2.1.2 Price policy i Strong points in Novaon IDC’s pricing strategy With the mix products of company, NovaonIDC must make a plan of suitable pricing strategies for both website designing and providing other services NovaonIDC also sets up its price basing on all the three popular pricing methods: cost plus, value base and looking at the competitors Lam Thi Kim Chi Page 24 Graduation Thesis Academy Of Finance The price of products depends on company's trademark of website, the fields website wants to built, scale web want to deploy, other features attached Company has invested huge money in web design In comparison with other brands, the price of web designing at NovaonIDCCompany is temporarily normal Lam Thi Kim Chi Page 25 Graduation Thesis Academy Of Finance The price for Web design and other services is clearly at below table: Price Trust.vn Ltd V&A Company URL CompanyNovaonIDCCompany Suppl ier - Basic package: 3.900.000 vnd5.500.000vnd - Silver package:5.999.00 vnd - Gold package:9.999.00 vnd -Basic package: 6.999.000 - Website supermarket: 24.999.000 vnd, the next year: 1.199.000 vnd Web - Website edesig commerce: n 9.999.000 vnd - Hosting: - Hosting: + Economy: + Economy: 999.000/month 1.999.000/month + Deluxe: + Deluxe: 1.999.000/month 2.599.000/month Othe + Ultimate: + Ultimate: r 3.999.000/month 2.999.000/month servi -Domain: -Domain: ces: + Vietnam + Vietnam Hosti domain: domain: ng, 550.000vnd(.vn), 590.000vnd(.vn), dom com.vn(650.000v com.vn(650.000v ain, nd(.com.vn), nd(.com.vn), serve 350.000vnd(.org.v 250.000vnd(.org.v r, n, gov.vn, n, gov.vn, digit edu.vn… edu.vn… al + International signa domain: ture + International 700.000vnd(.com, domain: net, org, info, 400.000vnd(.com, biz, us, asia… net, org, info, biz, us, asia… Server:999.000/m onth Server:599.000/m onth Lam Thi Kim Chi -Basic package: 4.599.000 vnd - Silver package: 6.999.000 vnd - Gold package: 8.999.000 vnd Hosting:2.999.00 0/year - Basic package:1.900.00 0-2.900.000 vnd - Web commerce: 3.999.000 vnd - Web brand: 4.999.000 vnd - Hosting: + Economy: 690.000/month + Deluxe: 990.000/month + Ultimate: 1.490.000/month -Domain: -Domain: + Vietnam + Vietnam domain: domain: 350.000vnd(.vn), 550.000vnd(.vn), com.vn(350.000v com.vn(650.000v nd(.com.vn), nd(.com.vn), 200.000vnd(.org.v 350.000vnd(.org.v n, gov.vn, n, gov.vn, edu.vn… edu.vn… 30.000vnd(.name + International domain: + International 350.000vnd(.com, domain: net, org, info, 270.000vnd(.com, biz, us, asia… net, org, info, biz, us), 205.000vnd(.us), -Server: 6.999.000/month -Server: + Cloud VPS01: 180.000/month +Cloud VPS02: 350.000/month Page 26 Graduation Thesis Academy Of Finance +Cloud VPS03: 550.000/month - Digital signature: + 4.999.000/month + 1.297.400/quarter s Table 2.3: The price quotation for Web design and other services ofNovaonIDC comparison to other competitors (Source: Financial Accounting Department, NovaonIDCOnlineDataJointStock Company) In which, basic package is suitable for small and medium-sized enterprises, especially, in the manufacture and supply of products, this web designing package is designed primarily aims to display information about products of enterprise in the form of e-catalogs Now, online available form will allow viewers to contact when they needed Silver package is suitable for businesses requiring build an online sale website This web designing package is designed to display product information in the form of enterprise is e-catalogs along with associating services Editorial processes, sales and product promotion or brand ofthe enterprise will be made easier and more convenient Gold package is suitable for businesses requiring building a online payment website via online portal such as: www.baokim.vn, www.nganluong.vn Specially, NovaonIDC has also provides Digital Signature services, It is taxpayer software through Internet In addition, the competitors not offer the service package on the market, this is one ofthe major advantages compared with the competition Lam Thi Kim Chi Page 27 Graduation Thesis Academy Of Finance In the Digital Marketing market, this price seems normal Price quotation about services at NovaonIDC is lower than the product of competitors It is suitable for many businesses having small and medium scale, this is a big advantage helps companies to get more potential customers in the future Lam Thi Kim Chi Page 28 Graduation Thesis Academy Of Finance ii.Weak point in Novaon IDC’s pricing strategy The prices of web designing and other services are quite normal, but still have some disadvantages More than one billion for a digital marketing service is payable if customer can divide to pay for several times but it will be a big problem for many customers if they have to pay all money after receive services The great amount of money is not easy to be pulled out at one time, while they can monthly pay at other company It leads to customers’ comparison and consideration The pricing policy seems to be the factor that most affects customers and NovaonIDC can lose many potential customers 2.2.1.3 Promotion policy i Strong points Promotion consists of advertising, PR, direct sales, promotions, customer relations, etc Compared with other P words, marketing is the most important P to focus on Promotion consists ofthe specific blend of advertising, sale promotion, public relations, personal selling and direct marketing tools that company uses to persuasively customer and build customer relationships NovaonIDC usually provides information about products, services for customers after each period of time This information can be sent through emails or even directly sent to customers From that, customer can stay at home or office and decide to buy NovaonIDC products and use services or not When providing new price quotation, customer is also persuaded because NovaonIDC is the best company that has new products with many attractive policy This method is strong point in NovaonIDC mix strategy because NovaonIDC is active in seeking its customer instead of waiting customers to come tothecompany Lam Thi Kim Chi Page 29 Graduation Thesis Academy Of Finance ii Weak points Beside strong points, NovaonIDC still has to face with many difficulties Promotion is one ofthe most factors in marketing mix that company need to improve If staffs of companies not sent emails or come to meet customers, customer will have no way to know about thecompany rather than sending mails toNovaonIDCto ask for information Another weak point is limited promotion policies, for example: lack of attractive promotion policy as discount policy in prime time, … It is very essential to add these ways of promotion-to-promotion strategy 2.2.1.4 Place policy Distribution channels of selling products The two groups ofNovaon IDC’s products are Web designing and other services such as: Hosting, server, domain… ( more flexible) When customers have demand of digital marketing, they can have two choices The first one is that they can visit thecompany and sign the contract The second one is that they make a phone call and transfer the money through banks NovaonIDC has been quite successful in distribution channels when choosing place to locate its office near the urban area, big city where enterprises are so crowding, it has great demand It is also convenient for transportation 2.2.1.5 Other tools in marketing mix i Physical evidence ofNovaonIDCNovaonIDC has about 7000 meter squares, which is so spacious It is easy for companyto show all kinds of digital marketing near urban area, big city For this, NovaonIDC can get big advantages to appeal customers When coming tothe company, customer will feel pleased and comfortable with this environment Lam Thi Kim Chi Page 30 Graduation Thesis Academy Of Finance On the other hand, NovaonIDC is a new company Its infrastructure is so simple It is imperative for companyto equip more modern equipment This action can help companyto put its brand name to higher position ii NovaonIDC people The allocation of human resources is one ofthe necessary elements to ensure the operation of any line of business Novaon IDC’s activities have many changes, so the structure of staffs is a very concerned issue To have an overview of staff working in the company, we can see the below table: Indicator Number of staffs I Qualification University College Intermediate II Sex Male Female 2013 Number 2014 Number 2015 2014/2013 2015/2014 Number Delta Delta 170 189 201 19 12 160 175 183 13 15 115 55 135 54 140 61 20 -1 Table 2.4: Overview of staff working in thecompany (Source: Administrative Department, NovaonIDCOnlineDataJoint StockCompany) According to this statistics, the most concerned problem of human resources is the staff’s qualification It can be seen that the qualification is a good sign for thecompany It is a condition for the staffs to approach new methods for using machinery with update science and technology In addition, it also contributes to improve the production efficiency, reduces cost in the operation ofthecompany Lam Thi Kim Chi Page 31 Graduation Thesis Academy Of Finance 2.2.2 The author’s assessment on Nova’s marketing strategies 2.2.2.1 Pros Low cost compared with many company on the market Compared with traditional marketing, advertising online marketingsolutions of NovaonIDC costs a lot less, especially it of small businesses with the funds spent on advertising is not much Global Market Access: With a website and a good onlinemarketing plan at Novaon idc, the enterprise can absolutely make a business image and products to potential customers around the world, e-commerce makes it easy to receive and process the applications with global customers quickly and easily Here are the most obvious advantage of customer reach, speed of access, procedures, costs In order to this, the traditional marketing will cost you a significant amount Contact directly and immediately with potential customers: When customers feel interested in products / services, they will be able to sendeasily a requested content through free utilities (email, chat, tetesales…), and customer service department can easily respond to them immediately Company has initial marketing staffs who have professional qualification and passion to work Product and service have met the need ofthe customer, created customer confidence Company has given flexible prices and each type of service that thecompany provides for each customer Marketingonline products along with e-commerce applications has brought more interaction between businesses and customers TheCompany has established and strengthened organizational structure units operated under the model: science, compact, efficient… IDCNovaon is increasingly getting the trust of many customers at home and abroad Lam Thi Kim Chi Page 32 Graduation Thesis Academy Of Finance 2.2.2.1 Cons Experience and management skills are still weak Firms often compete locally The quality ofthe company’s service is not the best compared with the competitors So thecompany cannot have big contracts Price segments ofthe product in NovaonIDC are not diversifying, there are still very few web forms for different businesses Unlike other advertising media, to access toonline advertising, consumer must have a computer and the computer must be connected tothe Internet Marketingsolutions that thecompany applied toenhancecompetitiveness compared with other companies in the same industry in the market are still limited by not catching up the development of modern industry Lam Thi Kim Chi Page 33 Graduation Thesis Academy Of Finance CHAPTER 3: RECOMMENDATIONS 3.1 Nova’s development direction Business direction NovaonIDC has several options in how they increase their business when it’s comes tothe product mix The offerings can be a combination of products and services By offering a mix thecompany has an opportunity to differentiate themselves and give the customers tothe total solution rather than having to buy products in once place, and then services in another place This also means that it is difficult for competitors to copy Novaon IDC's product mix since many solutions can be adapted uniquely tothe customers' need through using different packages giving them competitive advantage NovaonIDC is also able to deliver customized options tothe customers by adding consulting and services to product by providing knowledge and skill, and guiding the customers to use the products tothe fullest capacity Moreover, buying the total package the customers save cost rather than buying each piece separately making it extra expensive NovaonIDC is able to add value in several ways by delivering quality, features and a superior performance in a different way than its competitors This company is quite unique on the market by providing transportation and selling trucks By working together with their suppliers and customers NovaonIDC is able to add value However, in some cases company is not working on oriented marketing strategy, which brings many disadvantages Themarketing mix strategy ofNovaonIDC is not really good that many badly affect to add value process ofcompany It is necessary to have an improvement on product, price, promotion, place, physical evidence, people and process Lam Thi Kim Chi Page 34 Graduation Thesis Academy Of Finance Basing on the findings of previous sections, I would like to suggest some measures that could help thecompany give some business direction in the future The quality ofthe company’s service is not the best compared tothe competitors So thecompany cannot have the big contracts Therefore, thecompany needs to be improved in order to further enhancethe company’s marketingThecompany must increased investment for advertising 3.2 Recommendations aimed at improving thecompetitivenessofNOVAONIDCOnlineDataJointStockCompany 3.2.1 Products Improving the 4Ps ofthecompany Products and services are those that thecompany offered to provide customers It is successful or not depends on whether customers accept the company’s service, how the service can satisfy customer needs or not Therefore, in order to consolidate and strengthen its position in the market, thecompany must find ways to develop the services, improving the quality of services to create flexible service with the customer’s need There are two main products which company provides: website design consulting and other services: hosting, domains, servers, digital signatures Both of them are needed to improve For the website design consulting, company needs to improve the website means and the weight of each website in many fields A poor-quality of products cannot bring satisfaction to customers So, the common concern ofthe most of customers is the product quality Maintaining and consolidating existing product ofthecompany Seriously, it can affect to customer’s confidence when they choose web services for their goods Board of director should give strictly punishment when overweight transportation occurs Lam Thi Kim Chi Page 35 Graduation Thesis Academy Of Finance For the other services, company should care about the models and sizes There are different needs of customers, so NovaonIDC can try to think as the way its customer think, it can best benefit its customer Diversifying models and sizes are also ways that NovaonIDC can try to better improve its product 3.2.2 Price According tothe reality of competition, the quality of services will be important, but the first condition, which draws attention and consideration, in price Therefore, company should consider price as a factor to decide the success or failure ofthe company’s competition There are some ways to improve price strategy ofcompanyThe first one is that NovaonIDC can reduce the price for first five customers buying products each month Or NovaonIDC can allow customer to monthly pay when buying website design and twice times with one of other services The last way is paying all money of product registration for customers on special occasions 3.2.3 Promotion Promotion seems to be the most necessary factor that needs to be improved NovaonIDC needs to have the following changes: building long-term strategic plans and realizing research plans At the same time, company should increase investment in for advertising, promoting, and stimulating consumption First, NovaonIDC can have annually publications for clients to present information about thecompany in order to build customer’s confidence It can be considered to give gifts for customer in special occasions, which have beautiful packages with brand name ofthecompany In addition, advertising can be done through Internet, telephone, and email to target customer Another thing that NovaonIDC can is to provide some free services in order that it can get more potential customers Lam Thi Kim Chi Page 36 Graduation Thesis Academy Of Finance 3.2.4 Place NovaonIDC has limited channels of distribution; it will miss a lot of potential customers The two groups ofNovaon IDC’s products are Web designing and other services such as: Hosting, server, domain… ( more flexible), it can reduce cost if company has office near all provinces ofthe country Moreover, when customers want to buy product ofthe company, they have to come tocompany It is sometime inconvenient Instead of just selling at head office, company can give details information about products for customers and deliver products when they decide to buy With it own characteristics, company needs to expand the area of operation, warehousing and upgrade quality for the increase ofthe demand In the future, it is imperative for thecompanyto think of expanding its office 3.2.5 People Company must set the standards to evaluate its staff Thank to evaluation, it will find the advantages and disadvantages of each person Since NovaonIDC can take measures to train and manage in order to promote the strengths and reduce the weaknesses of each It is important to train experienced staff team with professional knowledge The must have good communication skills, be persuasive when communicating with customers Moreover, it must be careful when employing Company should choose suitable person for each position After that, it is need to take time to conduct training to avoid disruption in personnel because the damage ofthe personnel change can be very large Lam Thi Kim Chi Page 37 Graduation Thesis Academy Of Finance CONCLUSION With the objectives set for the dissertation, the author has explained the company’s marketing mix strategy thereby offering solutionsto improve thecompetitivenessofthecompany Through insightful analysis, the author has found out both strong points and weak points in thecompanymarketing mix strategy After that the author has give some implications to improve thecompanymarketing mix strategy However, because of time and effort limitation, the researcher could not deeply study all marketing mix strategy in detail Despite of this these restrains, the author has made great efforts to analyze the current situation ofNovaon IDC’s marketing mix strategy and give implications to improve its culture Hopefully, the output ofthe dissertation will somehow help leaders work out the most congruent strategy to improve theNovaon IDC’s marketing mix strategy Lam Thi Kim Chi Page 38 ... orientation for Novaon IDC in the future This study aims to present the marketing solutions to enhance the competitiveness for Novaon IDC online Data Joint Stock Company The principal audiences of this... recommendations for marketing of the Novaon IDC Online Data Joint Stock Company in 20132015 period .The solution proposed in the subject also to enhance the competitiveness of companies in the market offer... Data Joint Stock Company Recommendation some marketing solutions to increase the competitiveness of the Company Novaon IDC provided market data solutions online of Vietnam 1.3 Scope of the study