Xây dựng và phát triển thương hiệu viettel tt tiếng anh

VIETNAM ACADEMY OF SOCIAL SCIENCES GRADUATE ACADEMY OF SOCIAL SCIENCES  NGUYEN THI NHUNG BUILDING AND DEVELOPING VIETTEL BRAND Major: Business Management Code : 9.34.01.01 THESIS SUMMARY HANOI - 2019 The work was completed at GRADUATE ACADEMY OF SOCIAL SCIENCES Supervisors: Assoc Prof Dr Ngo Xuan Binh Dr Nguyen Ngoc Manh Reviewer 1: Assoc Prof Dr Vu Huy Thong Reviewer 2: Assoc Prof Dr Hoang Van Hai Reviewer 3: Assoc Prof Dr Tran Minh Tuan The dissertation will be defended before the thesis review council of the Academy at the Graduate Academy of Social Sciences at hour minute, day month year The thesis can be found at: - National Library of Vietnam - Library of Graduate Academy of Social Sciences INTRODUCTION Problem defined The chief executive of Quaker Oat cereal trading company (United States) once said, "If this company is divided, I will give you the property, the factory, the equipment I keep only the brand, I will better than you ” The sentence has affirmed the role of brand in production and business activities, especially in modern society when diversified and rich number of goods, products, and services are provided to the market, customers must rely on brands to make the best choice for themselves Building and developing brands has become a vital issue of every business and a key issue of interest to researchers The brand gives businesses benefits such as maintaining market share, as a tool to call capital and attract talents for businesses It is an intangible asset of businesses to help businesses gain profits in the future by added value Enterprises that want to create a valuable brand need a strategy with a system of innovative and highly adaptive solutions Business in telecommunications services is a specialized line, highly dependent on infrastructure, the capacity of enterprises, especially technical requirements (restrictions on broadcast frequencies, synchronization chemistry of telecommunications equipment, and so on) Therefore, the creation and development of a strong telecommunications service brand is really a big challenge for businesses, meanwhile, the domestic and world telecommunications industry is approaching saturation in some areas The market is enormous so businesses are facing more difficulties and challenges in creating and developing brands In recent years, Vietnam is integrating more and more deeply into the world economy, which has created many opportunities but also brought significant challenges for Vietnamese telecommunications companies including Viettel Group (Viettel) In order to improve competitiveness in the domestic and international markets, it is necessary for Vietnamese enterprises to build strong brands Because brand is an effective competitive tool for every business in the market Viettel since its establishment has gradually established its brand in the domestic market with the deployment of production and business activities in many areas such as telecommunications, information technology, military equipment and so on With differentiated strategy and business philosophy 5Any (Anywhere, anytime, anybody, anyprice, anyapplication), Viettel brand has brought the Vietnamese stamp to domestic and international customers Currently, Viettel has penetrated into the international market and achieved certain results However, for sustainable development in the market in general and the international market in particular, the development and enhancement of the value of Viettel brand with target customers is still a difficult problem for Viettel Therefore, Viettel brand case study aims to clarify the theory of building and developing telecommunication service brand, thereby giving scientific and practical contributions, proposing solutions to develop Viettel brand value Therefore, the author chooses the topic "Building and developing Viettel brand" as the research topic for the doctoral thesis Research purpose and objectives 2.1 Research purpose The thesis first determines the theoretical framework of building and developing the brand of telecommunications products and services of enterprises, then to conduct a typical Viettel analysis to interpret the basic contents that enterprises need to implement to building and developing a successful telecommunications service brand From then, propose solutions to improve Viettel brand value 2.2 Objectives (1) Researching the theory of brand, building and developing the brand in general so that it can systematize the theory of construction and development of telecommunications service brands (2) Researching experience of building and developing telecommunications service brands of successful enterprises in the world and drawing lessons for Viettel brand (3) Researching the current situation of building and developing Viettel brand in the recent time in order to properly assess the situation of building and developing Viettel brand, pointing out the successes and existing problems in construction and development Viettel brand (4) Researching factors affecting the construction and development of Viettel brand (5) Propose solutions to develop Viettel brand more effectively Subject and scope of research of the thesis 3.1 Research subject Research subject of the thesis is the activities of building and developing telecommunication service brand of Viettel (Viettel Group) 3.2 Scope of research Scope of content: Research on telecommunications service brands has many different content, aspects, and views However, any brand that wants to develop sustainably must periodically reevaluate and renew to consolidate its position and increase brand health to further enhance its competitiveness in the market The process of brand development and renewal will result in the expansion of new products (New brand) In order to develop a sustainable "mother brand", businesses need to brand their new products Therefore, the thesis has approached the brand at both angles of construction and development Scope of space: Currently, Vietnam Military Telecom Industry Group (abbreviated Viettel) has 13 affiliated accounting units, subsidiaries with 100% charter capital of Viettel and 10 subsidiaries Viettel holds over 50% of charter capital and 10 associated companies Within the scope of the thesis, the author limit the research on Viettel Telecom's Viettel Telecom service brand Because building Viettel Telecom's brand of telecommunication services will have a strong impact on increasing value for Viettel brand in the market Scope of time: secondary data for the analysis and evaluation in the thesis was collected from 2000 to 2018 The primary data of the author conducted surveys from 2/2018 to 6/2018 Methodology and research methods of the thesis In order to achieve the identified research objectives, the thesis uses a combination of systematic approaches, investigation methods, and comparisons Basically, the thesis approaches the problem on some of the following specific methods: • Methods of information collection Secondary information: collected by method of document research to synthesize theoretical basis, analyzing reports related to the thesis Resources include: Statistical yearbooks, sectorial and local reports related to the thesis's research topic Books, newspapers, magazines, research projects at home and abroad, documents on seminars, conferences, information on the internet, Reports and documents of Viettel Group and other resources Primary information: collected by methods (qualitative research and quantitative research) to interpret the issues raised in the thesis Qualitative research using expert interview and survey with the aim of: (1) designing and adjusting the survey used in the study; (2) evaluate the status of Viettel brand building and development activities; (3) identify and determine the influence factors on Viettel brand building and development activities Quantitative research using sociological survey method by survey questionnaire (survey table in Appendix 03) with the purpose of assessing the influence of factors on Viettel brand extension Quantitative research includes basic contents such as: designing survey tables, identifying research samples, collecting data through surveying, coding and analyzing data through SPSS 20 software • Methods of data synthesis and systematization Applying the method of disaggregation to synthesize and systemize survey data according to criteria to serve the requirements and research objectives of the topic • Methods of analysis and information processing After collecting secondary and primary information, the author uses the descriptive statistics method to analyze the characteristics in term of quantity in relation to the nature of the research object in order to approach the objectives of the thesis At the same time, apply the method of economic analysis, statistical analysis, research model to accomplish the objectives of the thesis To process business data, customer survey data, create charts, models, arrange data using Excel software Contributions of the thesis Firstly, the thesis has contributed to enriching the theoretical system of building and developing trademarks in general and telecommunications service brands in particular Secondly, the thesis has explained the success of building and developing telecommunications service brand of enterprises, which needs to combine the basic principles of brand and specificity of telecommunications services through the case of Viettel Thirdly, the results of the thesis clearly indicate the impact of factors affecting construction and development of brands Thereby helping managers better understand the activities and factors related to the issue of building and developing the brand of businesses in general and telecommunications businesses in particular In different sectors and countries, brand building and development activities have different points corresponding to the characteristics of the field, industry, and that country Fourthly, the thesis properly assesses the status of building and developing Viettel brand, then giving the scientific and practical arguments Fifthly, the study has proposed a system of scientific and feasible solutions to strongly develop Viettel brand, while expanding to other businesses Scientific and practical contribution of the thesis 6.1 Scientific contribution The thesis has applied the combination of qualitative and quantitative methods of scientific research, logic to solve problems that the topic has set, and contributed to the theoretical basis of construction and development of Telecommunication service brand suitable with Vietnamese characteristics During the research process, the thesis has pointed out characteristics of telecommunications products and services and factors affecting the construction and development of telecommunications service brands 6.2 Practical contribution Firstly, the thesis provides basic arguments to help managers of enterprises in general and telecommunications enterprises in particular to increase their understanding of customers' awareness of brands through the case of Viettel Secondly, with the case study of Viettel (a large corporation of Vietnam), the thesis contributes to enhancing the awareness of business executives about the role of brand building and development activities with specific content Thirdly, the thesis proposes some solutions to enhance the effectiveness of construction and development of telecommunications service brands Structure of the thesis In addition to the introduction, conclusion and references, the thesis is structured into chapters Chapter 1: Overview of researches related to the topic Chapter 2: Theoretical and practical basis for building and developing telecommunication service brand Chapter 3: The situation of building and developing Viettel brand Chapter 4: Proposing solutions and recommendations on building and developing Viettel brand Chapter OVERVIEW OF RESEARCH RELATED TO THE TOPIC 1.1 Overview of brand research works 1.1.1 Researches in the world 1.1.2 Researches in Vietnam 1.2 Overview of researches on telecommunications 1.3 Comments on research works and research orientations 1.3.1 Comments on brand research works Comment 1: The research that the authors have done aims at the systematization of branding theories, but due to differences in study time, research subjects, research methods, research scope, they have not yet unified the general theoretical basis of building and developing brand Comment 2: There are many research projects on branding that have a system of reasoning and solutions on branding, generalizing the content of branding, factors affecting the construction process and brand evaluation criteria Comment 3: A number of studies specialize in the brand development process of enterprises, but the approach angles are different Some separate the brand development process and brand building into two specific stages Some researchers believe that the process of building and developing a brand is a unified process Comment 4: The research works on construction and brand development in recent years has proposed the content of the process of building and developing the brand is relatively complete, giving some criteria brand assessment and analysis of factors affecting the efficiency of building and developing corporate brand Comment 5: The research has not mentioned the direction of research on brand under the perspective of developing brand name, in the development has built to ensure the brand is always increasing and strengthening in the market, enhance competitiveness 1.3.2 Comments on research projects on telecommunications: Comment 1: The author found that the research projects on telecommunications enterprises mainly focused on improving the competitiveness, business efficiency, marketing strategy of telecommunications enterprises, also had scientific works study on the brand of telecommunications companies, but only performs on one aspect of branding like customer identification of the brand In addition, the works have not mentioned the construction and development of brands for a specific telecommunications enterprise Comment 2: Each previous study was done by authors in different socio-economic contexts However, the economic situation of our country and the world changes day by day, the telecom market has big changes such as: growth decline, saturation, legal documents tightening economic activities telecommunications business Therefore, in the current context, it is necessary to have a strategy to build and develop a brand of telecommunications businesses, effectively contributing to the stability and sustainable development of telecommunications enterprises, thus the thesis's research is really necessary 1.3.3 Inheritance and research gap Inherited from research works Firstly, the systematic theory of branding, construction and development of brand from research works Secondly, the factors affecting the process of building and developing brands from research projects Thirdly, the evaluation criteria have been developed and tested for the effectiveness of brand building and development from research projects Research gap Firstly, perfecting the theoretical system of telecommunications service brand with the view of brand building integrated with brand development Secondly, propose thesis theoretical framework on building and developing telecommunication and analytical service brands with typical Viettel Thirdly, analyzing factors affects the construction and development of telecommunications service brands by both quantitative and qualitative methods (qualitative methods to assess factors affecting construction and development of Viettel brand, quantitative method only focuses on assessing the factors affecting the success of brand extension) Formulate criteria to effectively evaluate the process of building and developing telecommunication service brands Fourthly, research done with Viettel as a case study, there is no research work on building and developing Viettel brand Fifthly, propose a system of solutions to improve the efficiency of building and developing telecommunications services in general and Viettel in particular 1.4 Research questions and research hypotheses 1.4.1 Research questions Question 1: How is Viettel brand building and development activity going on? Question 2: What factors influence the process of building and developing Viettel brand? Question 3: What criteria assess the success of building and developing Viettel brand? Question 4: What should be done to build and develop Viettel brand? Question 5: Lessons learned for Vietnamese telecommunications enterprises from building and developing Viettel brand? 1.4.2 Research hypothesis Hypothesis 1: Building and developing Viettel brand is a typical success for applying modern theories of the brand in combination with industry and market characteristics Hypothesis 2: Branding for new products and services will make an important contribution to the development of Viettel brand Hypothesis 3: As the original brand grows, it will facilitate the construction of new telecommunications service brands Hypothesis 4: Viettel's brand development and construction activities are strongly influenced by internal factors such as infrastructure and information technology, business development and brand strategy and strongly influenced by external factors such as legal and regulatory mechanisms, number of competitors in the same industry Hypothesis 5: The compatibility between Viettel's new product and Viettel-branded original product will help to expand Viettel brand successfully Hypothesis 6: When customers want to experience new products under Viettel brand, the success of Viettel brand expansion is higher Hypothesis 7: When customers' feelings about Viettel brand products are good, the success of brand extension is higher Hypothesis 8: In order to improve the effectiveness of brand building and development, Viettel needs to continuously develop brand awareness, develop customers' awareness of brand, develop brand's scalability, and develop the brand's financial value 1.5 Analytical framework of research topics CONCLUSION OF CHAPTER The content of chapter has an overview of the basic contents of brand building and development, including: Based on the study of the arguments of Aaker and Nguyen Quoc Thinh, the author approaches the content of the brand development model 2.1 2.2.2.1 Develop awareness of telecommunications service brands 2.2.2.2 Develop the perceived value of customers for telecommunications service brands 2.2.2.3 Developing the scalability of telecommunications service brands 2.2.2.4 Develop the financial value of telecommunications service brands 2.3 Experience in building and developing brands of world telecommunications enterprises and lessons for Viettel 2.3.1 Experience building and developing the brand of the world telecommunications business 2.3.1.1 Korea Telecom and Electronics Group (Korea Telecom-KT) 2.3.1.2 NTT DoCoMo Telecom, Inc (Japan) 2.3.1.3 China Telecom Corporation (China Mobile) 2.3.2 Lessons learned for Viettel CHAPTER Chapter has clarified the basic contents of theory and practice in building and developing telecommunications service brands, including: Clarify the basic issues of building and developing telecommunication service brands such as: the nature of telecommunications service brands; telecommunications service branding and strategy model; principles, influencing factors and criteria for evaluating construction activities and developing telecommunications service brands Analysis of basic contents in the construction and development of telecommunications service brands, including: (1) Platform activities to build telecommunications service brands; (2) Solutions to develop telecommunications service brands including: Development of telecommunications service brand awareness; Developing the value of customers' feelings about telecommunications service brands; Develop the scalability and dominance of telecommunications service brands; Develop the financial value of telecommunications service brands Experience in building and developing brands of telecommunications businesses and lessons for Viettel Chapter contributes to systematization as well as enriches the basic arguments about building and developing telecommunications brands These basic theoretical issues will be the theoretical framework to help the author use for analysis with the case of Viettel brand in chapter 11 Chapter CURRENT SITUATION OF BUILDING AND DEVELOPING VIETTEL BRAND 3.1 Overview of Viettel 3.1.1 Viettel formation and development process 3.1.2 Viettel's business results in recent years Table 3.1 Viettel's business results in the period of 2000-2009 Items Revenue (bn VND) Profit (bn VND) Tax (bn VND) Investment (bn VND) Employees (people) 2000 2001 2002 2003 2004 2005 2006 2007 53 111 918 1020 1415 3167 7108 16.300 33.000 60.200 1,3 17,6 12 92 132 1.1 42 145 186 200 453 1100 1600 3300 5000 6300 8.458 12.500 20.857 215, 216,6 285 2008 2009 397 1422 3.912 8.600 10.000 202 355 784 885 1200 2091 4.846 10.000 16.638 2.118 4.900 5.546 (Source: author synthesized from Viettel reports, 2018) Table 3.1 Viettel's business results in the period of 2010-2018 Chỉ tiêu Revenue (bn VND) Profit (bn VND) Tax (bn VND) Employees (people) 2010 2011 2012 2013 2014 2015 2016 2017 2018 91.561 117.000 141.000 162.886 197.000 222.700 226.558 249.500 234.000 15.500 19.000 27.000 35.000 40.000 45.800 43.200 43.936 37.600 7.628 10.000 12.000 13.586 15.000 37.000 40.396 41.140 37.000 24.500 25.000 25.000 25.000 27.132 28.000 50.000 50.000 50.000 (Source: author synthesized from Viettel reports, 2018) 3.1.3 Overview of Viettel telecommunications service brand 3.1.3.1 Characteristics of Viettel telecommunications service brand 3.1.3.2 Policy of telecommunication services in Vietnam and impacts on construction and development of Viettel brand 3.2 Analysis of the status of construction and development of Viettel brand 3.2.1 Status of Viettel brand 3.2.1.1 Vision, mission, core values of Viettel brand 12 Viettel brand vision is to be pioneer in differentiating and personalizing customers' needs Vision of Viettel brand affirms the pioneering role of the enterprise in providing service products to meet customer needs by differentiation and personalization Vision has a close connection with the mission and core values of Viettel brand 3.2.1.2 Identification of Viettel brand image In the past years, Viettel used a common brand strategy, so the image of telecommunications service brand is also the image that Viettel enterprises want to build Viettel aims to build an image of an enterprise providing services to meet the needs of customers according to customers' desires and feelings From the slogan "let's say your way", the mission "to create for people" to core values shows the image that Viettel aims to "personalize the needs of customers" To be the best telecommunications service according to customers' perception 3.2.1.3 Positioning Viettel brand 3.2.1.4 Viettel's brand identity system 3.2.1.5 Marketing strategy to build Viettel brand 3.2.2 Viettel brand development status 3.2.2.1 Develop awareness of Viettel brand 3.2.2.2 Develop the perceived value of customers for Viettel brand To develop the perceived value of customers for Viettel brand, in recent years Viettel has always focused on improving the quality of telecommunications services that Viettel provides customers, maintaining customer loyalty with the brand, and improve and renew brand contacts 3.2.2.3 Develop scalability and domination of Viettel's telecommunications service brand 3.2.2.4 Development of financial value of Viettel brand 3.3 Criteria for evaluating the success of building and developing Viettel brand 3.4 Factors affecting the construction and development of Viettel brand 13 3.4.1 Evaluate factors affecting the construction and development of Viettel brand Figure 3.10: Influence of factors on the process of building and developing Viettel brand Score point 1) 2) 3) 4) 5) 6) 7) 8) 9) 10) 11) (Source: author's survey, 2018) 3.4.2 Evaluate factors affecting Viettel brand extension 3.5 Assessing the situation of building and developing Viettel brand 3.5.1 Achievements First, recognize the important role of the brand The business philosophy of "every customer is a separate individual" is associated with business activities deployed in the market and is calculated very specifically and scientifically Recognizing the importance of brands, in brand building and development, there is a combination of outsourcing and staff of Viettel to achieve high efficiency Senior managers constantly strive to improve brand strategy to increase brand awareness with customers and the social community through specific activities Secondly, well implementing Viettel brand building such as clearly defining vision, mission and core values; conduct a core market research activity; successful brand positioning; the brand identity system is wellbuilt and easily recognized by customers, attaching elements of the brand to the telecommunications industry In the process of building and developing the brand, Viettel has applied the principle of brand positioning to select specific positioning with the difference that researchers in the world have made However, the successfully location of the Viettel's brand comes from the flexibility to 14 apply the principle to suit the specific characteristics of the telecommunications industry and the underdeveloped economy, the per capita income is low to make a difference in price but the combination is the difference in service quality provided by Viettel brand creates the awareness and love of Viettel brand of customers, creating a difference with VNPT, EVN Telecom, FPT in the telecom service market According to the author's survey, when referring to telecommunications services in 400 surveyed customers, there are 332 people, equivalent to 83% of customers surveyed immediately remember Viettel brand, with 65 people respectively 15, 6% Customers surveyed remember the Viettel brand when they have help This proves that Viettel has positioned successfully in the minds of customers about telecommunications services, reflected in the following chart: Chart 3.12: Viettel brand awareness level of customers 2.4% 15.7% 81.9% (Source: author's survey, 2018) Differences are revealed in the macro-business strategy and the smallest specific activities Viettel's success comes from the right time difference, not following the traditional ways but creating its own brand development path If VNPT cooperates with foreign enterprises to build networks in big cities with high demand, quickly recover capital, Viettel will build its own network throughout the country, including rural areas, mountains, and islands Viettel's success is to arouse the needs of customers in seemingly impossible places 15 The identification system is designed in accordance with the mission, vision and core values that Viettel brand aims to According to the survey of the author, customers can easily identify Viettel brand through the elements that reflect the brand through the following table: Table 3.16: Important factors to help customers identify Viettel brand No Factors Quan (person) (%) Brand name (company name) 209 52,3 Slogan 204 51 Logo 136 34 Website 42 10,5 Music 66 16,5 Representative 49 12,3 Others 59 14,8 (Source: author's survey, 2018) Thus, according to the survey, brand names, slogans and logos are important factors to help customers identify Viettel brand Survey results show the success of Viettel in the design of receiving brand identity system in the minds of customers Third, successful brand development Implementing brand awareness is implemented quite effectively, such as: Viettel brand communication activities have achieved good results, Viettel's own way to consistently implement when implementing social programs big on big media channels VTV like “trai tim cho em”, “nhu chua he co cuoc chia li”, to activities like bringing internet to schools, support the poor has touched the heart of the community to create recognize, remember, love and trust Viettel brand Communication activities are completely different from other brands, showing the responsibility of soldiers to the development of society Viettel is one of the best protected brands, from the brand identity system to the legal documents are done very carefully, avoiding the infringement of competitors Implement well the developing activities of the customers’ perceived value for Viettel telecommunication service brand Senior management of Viettel understands the importance of marketing - mix strategy in building and developing brands, can include the following results: With a rich, diverse and strategic product strategy, the price is suitable to the income and solvency of customers in each market segment, convenient distribution channel system helps Viettel maintain and develop revenue, market share and increase the brand value of enterprises in the past years 16 Customers appreciate the quality of products and services and efforts of Viettel in building a network in a synchronous way Product quality always reached the highest level, even during peak periods such as Lunar New Year, festivals Viettel's ability to serve is always in the best condition as improving coverage in peak days, distribution channels always work at full capacity, enthusiastic dedication of customer care system The service quality has been increased, helping businesses maintain a competitive advantage, creating a solid foundation for Viettel to build and develop the brand In the survey that the author carried out, customers highly appreciated the suitability of the product with their needs, there were 396 customers in 400 customers participating in the survey agreed that products and services provided by Viettel are very suitable for their needs Create and complete brand contacts Fourth, Viettel brand has created the reputation and credibility of customers for mobile services In addition, Viettel has actively implemented and combined with outsourcing to build and develop the brand to facilitate customers to quickly identify, remember and love the brand, reducing risks in the brand building and development process 3.5.2 The limitations and cause of limitations The limitations First, there are some shortcomings in the branding foundation of Viettel such as: Brand vision has not been clearly generalized and core values are not really reasonable; the new brand identity system focuses on a number of factors The brand repositioning has not been implemented under changing competition conditions Second, developing brand awareness also has some ineffective issues such as brand identity system, brand communication Brand communication also focuses on the case so it has not created a real effect in supporting the development of brand awareness, developing customers' perceived value of Viettel brand The communication process only focused on the brand identity system, not communicating the vision and mission, the brand's core values reduced customer loyalty to Viettel brand Third, the success of Viettel brand is mainly associated with mobile services, has not really created a strong brand with fixed services such as internet, cable TV, and new technology products that are guests goods known but not selected by customers 17 Fourth, developing the perceived value of customers for Viettel brand also has some shortcomings such as: The cause of limitations Firstly, the adjustment of policies of the Ministry of Information and Communication on freight rates, promotions, and network transfers remain unchanged Secondly, there is not really a division to build and develop the brand The division in charge of Viettel brand is the Business Department and Communication Department of the Group, the units of communication from subsidiaries Therefore, there is no deep specialization to further develop Viettel brand Construction, management and brand development play an important role but there is no specific department to take responsibility from the research, proposal and implementation of plans to increase customer awareness and Trademark Protection In addition to investing in consulting to set up a brand identity system, brand development activities are closely related to Viettel's business activities, there is no complete separation and dedicated care for Viettel brand Thirdly, the transformation of business model and human resource structure throughout the Group affects the completion of Viettel brand building and development strategy CONCLUSION OF CHAPTER Chapter explains the research hypotheses that the author set out in section 1.4.2 on the basis of analyzing the situation of building and developing Viettel brand by quantitative and qualitative methods In which, hypothesis 1,2,3,4,8 is confirmed by qualitative method, hypothesis 5, 6.7 is tested by quantitative method The thesis approaches brand issues in terms of brand building and development on two basic contents of analysis with typical Viettel: (1) Platform activities to build telecommunications service brand; ( 2) Solutions for developing telecommunications service brands Based on the analysis and the pseudo-case of Viettel brand in chapter 3, it will be an important foundation for the author to propose solutions and recommendations in chapter 18 Chapter PROPOSED SOLUTIONS AND RECOMMENDATIONS TO BUILD AND DEVELOP VIETTEL BRANDS AND IMPLICATIONS FOR VIETNAM TELECOMMUNICATIONS ENTERPRISES 4.1 Background of domestic and international telecommunications market 4.1.1 Background of Vietnam's telecommunications market Table 4.1 Index of developing telecommunications services market (2010-2017) Year Total revenue No of contracts Fixed internet band (Bn VND) (thousands) contracts (thousands) 2010 178 165,1 124 311,1 3643,7 2011 145 625,0 138 143,7 4084,6 2012 176 388,4 141 229,8 4775,4 2013 261 000,0 130 465,6 5152,6 2014 299 000,0 142 548,1 6000,1 2015 324 000,0 126 224,1 7657,6 2016 354 306,0 130 168,1 8032,0 2017 352 198,0 127 400,0 11000,0 (Source: Author synthesized, 2018) 4.1.2 Background of international telecommunications market 4.1.3 Opportunities and challenges for Viettel brand 4.2 The author's views on the orientation of building and developing telecommunication brands by 2025, vision to 2030 4.3 Solution of building and developing Viettel brand and implying with Vietnamese telecommunications enterprises 4.3.1 Solution for Viettel brand Solution 1: Continually improve the foundation activities of brand building such as identifying the right vision, brand mission, core values suitable to each development stage of the business and the context of the market Solution 2: Implementing repositioning of Viettel brand in Vietnam market 19 Solution 3: Viettel needs to develop brand awareness for customers by periodically improving the brand identity system Solution 4: Develop brand awareness and develop customers' perceived value on Viettel brand by investing heavily in branding communication Solution 5: Viettel needs to promote brand protection in competitive conditions Solution 6: Improve brand contact points to develop customers' perceived value with Viettel brand and develop general and dominant ability of Viettel brand Objective: perfecting the brand contact points will increase the brand's adaptability to market fluctuations and customer needs, support businesses to achieve brand goals in each period with product strategy, pricing, distribution, mixed promotion, people, tangible material evidence and specific service delivery processes Content of solutions: developing a diversified product system, perfecting reasonable price policies, perfecting and developing more modern distribution channels, actively promoting communication, attaching importance to training and attracting talents, modernize infrastructure facilities, reform service provision processes (details in Appendix 01) Solution 7: Viettel needs to actively apply technology to create new telecommunications service brands towards international quality and standards in the context of industrial revolution 4.0 to support the development of Viettel brand Goal: brand building for new telecommunications services to support the development of the original telecommunications service Viettel brand Solution: in the context of revolution 4.0, Viettel needs efforts to invest in modern technology, innovative equipment to keep up with the progress of the world This is an important basis for Viettel to build new telecommunications services to meet the increasing demands of customers and increase the competitiveness of both domestic and international markets Viettel needs to develop a strong network capacity and the ability to apply science and technology to provide products and services; 20 Increasing the modern level of technology in use; Investing in human resources and finance in technology innovation and development In 2018, Viettel successfully converted to 4G network In early 2019, Viettel successfully tested 5G network, deployed Viettel Pay digital bank these are advanced and modern products and services that need strong brand development strategy 4.3.2 Implications for Vietnamese telecommunications enterprises Viettel Group is one of the biggest and most powerful Vietnamese enterprises that have a strong influence on the development of the economy For nearly 30 years, Viettel brand has always been the first choice of individual and organizational customers when consuming telecommunication products and services Viettel is a proud brand of Viettel people The success of Viettel brand comes from the modern thinking of the administrator, the process of implementing well, effective tools So, the author proposed some solutions to help Vietnamese enterprises in general and businesses in Vietnam telecommunications industry in particular when implementing and developing brand after successfully studying Viettel brand as follows: Implication 1: Raise awareness of enterprises about the role and necessity of brand building and development activities Implication 2: strengthen communication to raise people's awareness of the brand of domestic enterprises Implication 3: Organizing the specialized division of brand in the enterprise Implication 4: Investigate factors affecting brand building and development, especially to control factors affecting the success of brand extension Implication 5: Need to build and develop the brand according to the model Implication 6: Improving brand contact points to increase efficiency of brand building and development 21 Implication 7: Each business needs to develop criteria to measure the success of brand building and development and carry out regular brand evaluation activities 4.4 Recommendations 4.4.1 Recommendations to the State 4.4.2 Recommendations to the Ministry of Information and Communications CONCLUSION OF CHAPTER On the basis of practical research on Viettel brand of Viettel Group, focusing on researching Viettel Telecom to learn about the content of building and developing Viettel's telecommunications service brand, study the success and limitation in building and developing brand of Viettel At the same time, analyzing the context of Vietnam's telecommunications market, the author gives a view on the orientation of developing telecommunications business brand until 2025, vision 2030 Besides, the author proposes a number of solutions and recommendations to improve the effectiveness of Viettel brand building and development activities in particular and imply Vietnam's telecommunications businesses in general The solutions are divided into groups: Group 1: Solutions to enhance the efficiency of building and developing Viettel brand Group 2: Implications for Vietnamese telecommunications enterprises In order to implement effective solutions, there are conditions for implementation The author proposes a number of recommendations to the State and the Ministry of Information and Communications with the expectation that the telecommunications brands in general and Viettel brand in particular are more and more favored by customers and selected, the competitive strength of the brand is increasing in the domestic and international markets 22 CONCLUSION In the context of globalization today, Vietnamese enterprises in general and Vietnamese telecommunications enterprises in particular are always in a race to develop The strong development of the industrial revolution 4.0 contributed to the Vietnam's economy constantly changing In that relentless whirlwind, the development of each business will contribute to the prosperity and power of each industry and nation Branding is the factor that creates the mutation of the economy Therefore, building and developing the brand is becoming an urgent requirement of every business, every industry, and every country Business in telecommunications services is a conditional business, heavily dependent on infrastructure, capacity of businesses, especially technical requirements (limited in frequency, ) The domestic and world telecommunication industry is approaching the storm in some big markets, so businesses are focused on building business strategies to retain customers, expanding market share One of the solutions is interested by businesses and researchers, that is to build and develop telecommunications brands In the scope of the thesis, the author studies the research works of scientists in order to interpret the issues of the process of building and developing the brand in general and the telecommunications service brand in particular, hence the redundant positive scientific arguments and find research gap for the thesis Based on an overview of the literature in Chapter 1, the theoretical framework of brand building and development in chapter 2, case study of Viettel brand in chapter and to provide Practical solutions in chapter When carrying out the thesis, the author finds that the core value of a successful brand comes from the foundation of branding activities to develop brand awareness, developing the perceived value of customers on the brand, develop the brand's scalability and dominance, and develop the brand's financial value Analyzing the strengths and weaknesses level of the factors affecting the process of building and developing the brand, there are criteria to evaluate the success of the brand clearly 23 Limitations of the thesis: In terms of theory, there are many contents and aspects of brand building and development activities such as brand strategy, models to analyze factors affecting the construction and development process, customer loyalty to brands In terms of practice, the thesis has conducted research in Hanoi city with customers, employees and experts Building and developing telecommunication service brand is a topic with a rich, complex and wide scope of research, although the author has tried the best in the research process, however, mistakes cannot be avoided Certainly, the author would like to receive the contributions and instructions of teachers and scientists, colleagues and interested people to make the thesis more complete Suggestions for further studies: - Strategy of building and developing telecommunication service brand - Develop scales and models to assess the impact of factors affecting the process of building and developing telecommunications service brands - Content of building and developing telecommunication service brand will need adjustment when conducting research for enterprises in other sectors and in specific market context 24 PUBLISHED WORKS FROM THE AUTHOR Nguyen Thi Nhung 2015 "Credit risk management in lending to small and medium enterprises- the case of Military Joint Stock Commercial Bank", Journal of Financial and Accounting Studies, No 12 (149) -2015, p.30 Nguyen Thi Nhung 2016 "Some solutions to improve the competitiveness of Vietnamese enterprises in the process of international integration", Journal of Financial and Accounting Studies, No 02 (151) 2016 Nguyen Thi Nhung 2017 Marketing solutions to enhance the competitiveness of Vietnamese mobile telecommunications service enterprises, grassroots Science topics, Academy of Finance Nguyen Thi Nhung.2017 "Mobile service competitiveness of Vietnamese telecommunications enterprises in the integration trend", Journal of Financial and Accounting Studies, No 12 (173) -2017, p.178 Nguyen Thi Nhung.2018 "Viettel's product strategy in the process of building and developing brands", Industry and Trade Magazine, No 5/2018, p.212 Nguyen Thi Nhung 2018 "Building and developing Viettel brand successes and failures, Journal of Financial and Accounting Studies, (280) 2018, p.75 Nguyen Thi Nhung.2018 "Experience of building and developing brands of world telecommunications enterprises and lessons for Vietnamese enterprises", Indian and Asian Research Magazine, No (70) 2018, p 56 Nguyen Thi Nhung.2018 "Developing a strategy for developing telecommunication brands in Vietnam", Financial Journal, Period of October 2018 (690), p.101 Nguyen Thi Nhung 2018 "Building and developing Viettel brand - the effectiveness of the mixed promotion strategy", Journal of Economics and Forecasting, No 30, October 2018 (676), p.102 10 Nguyen Thi Nhung2018 "Building and developing brands - the key to success of small and medium-sized enterprises in Vietnam to create innovative businesses", Proceedings of international scientific seminars: National creative start-up, p 800, Publishing Publishing House Main, Hanoi 11 Nguyen Thi Nhung 2019 "Influence of price strategy on building and developing Viettel brand" Journal of Financial and Accounting Studies, No 07 (192) 2019, p.42 ... case of Viettel brand in chapter 11 Chapter CURRENT SITUATION OF BUILDING AND DEVELOPING VIETTEL BRAND 3.1 Overview of Viettel 3.1.1 Viettel formation and development process 3.1.2 Viettel' s business... development of Viettel brand 3.2 Analysis of the status of construction and development of Viettel brand 3.2.1 Status of Viettel brand 3.2.1.1 Vision, mission, core values of Viettel brand 12 Viettel brand... research on Viettel Telecom's Viettel Telecom service brand Because building Viettel Telecom's brand of telecommunication services will have a strong impact on increasing value for Viettel brand