Completing the mixed marketing strategy at viet a commercial joint completing the mixed marketing strategy at viet a commercial joint

ĐẠI HỌC QUỐC GIA HÀ NỘI KHOA QUẢN TRỊ VÀ KINH DOANH - NGUYỄN THU HẰNG COMPLETING THE MIXED MARKETING STRATEGY AT VIET A COMMERCIAL JOINT STOCK BANK HOÀN THIỆN CHIẾN LƯỢC MARKETING HỖN HỢP TẠI NGÂN HÀNG TMCP VIỆT Á LUẬN VĂN THẠC SĨ QUẢN TRỊ KINH DOANH HÀ NỘI - 2019 ĐẠI HỌC QUỐC GIA HÀ NỘI KHOA QUẢN TRỊ VÀ KINH DOANH - NGUYỄN THU HẰNG COMPLETING THE MIXED MARKETING STRATEGY AT VIET A COMMERCIAL JOINT STOCK BANK HOÀN THIỆN CHIẾN LƯỢC MARKETING HỖN HỢP TẠI NGÂN HÀNG TMCP VIỆT Á Chuyên ngành: Quản trị kinh doanh Mã số: 60 34 01 02 LUẬN VĂN THẠC SĨ QUẢN TRỊ KINH DOANH NGƯỜI HƯỚNG DẪN KHOA HỌC: TS PHẠM VĂN HỒNG HÀ NỘI - 2019 CAMPAIGNS I pledge that this is my own research The content referenced and used the documents, information posted on the works, journals and reports are fully annotated in the catalog reference of thesis Author TABLE OF CONTENT LIST OF TABLES i LIST OF FIGURES ii INTRODUCTION .1 CHAPTER 1: GENERAL THEORY OF MIXED MARKETING STRATEGY 1.1 The concept, goals, functions and role of marketing 1.1.1 Marketing concept 1.1.2 The goal of Marketing 1.1.3 Function of Marketing 1.1.4 The role of Marketing 1.2 Mixed marketing strategy 1.2.1 Product strategy .7 1.2.2 Product pricing strategy .19 1.2.3 Distribution channel strategy .21 1.2.4 Marketing communication strategy .22 1.3 The environment and the factors affecting the mixed marketing strategy .36 1.3.1 Environmental concept in marketing 36 1.3.2 Macro environment 36 1.3.3 Industry environment 38 1.3.4 Micro environment 40 CHAPTER 2: CURRENT SITUATION OF MARKETING STRATEGY AT VIETABANK 42 2.1 Overview of VietABank 42 2.1.1 About VietABank 42 2.1.2 Business results at VietABank 46 2.2 Environment and factors affecting the mixed marketing strategy at VietABank .50 2.2.1 Macro environment 50 2.2.2 Industry environment 51 2.2.3 Micro environment (internal field) 53 2.3 Current situation of mixed marketing strategy at VietABank 55 2.3.1 Product strategy 55 2.3.2 Product pricing strategy .63 2.3.3 Distribution channel strategy .67 2.3.4 Marketing communication strategy .69 CHAPTER 3: SOME SOLUTIONS TO COMPLETE THE MARKETING STRATEGY STRATEGY AT VIETABANK 74 3.1 VietABank's development orientation in the coming time 74 3.2 SWOT analysis of VietABank 75 3.3 Some solutions Marketing strategy at VietABank .75 3.3.1 Solution for product strategy .75 3.3.2 Solution on price strategy 78 3.3.3 Solution on distribution channel strategy 78 3.3.4 Solution of marketing communication strategy 79 3.3.5 Some other solutions 82 CONCLUDE .84 LIST OF REFERENCES 85 APPENDIX LIST OF TABLES Table 1.1 Popular promotional communication tools 24 Table 1.2 The content defines advertising goals 32 Table 1.3 Message types and examples 35 Table 2.1 List of mobilized products .55 Table 2.2 Customer satisfaction level for mobilized products and services 56 Table 2.3 List of credit products 57 Table 2.4 Customer satisfaction level for credit products and services 58 Table 2.5 Card transaction limit at VietABank ATM and POS 59 Table 2.6 Customer satisfaction level for card and banking services products .62 Table 2.7 Interest rate of mobilized products 63 Table 2.8 Interest rates for loans to science and technology 64 Table 2.9 Early repayment fee for individual customers 65 Table 2.10 Customer reviews of facilities at the service counter 67 Table 2.11 Staff assessment .68 Table 2.12 Customer reviews of service and transaction processes 69 Table 2.13 The main communication channels at VietAbank 70 Table 2.14 Customer reviews of information provided by the bank .72 Table 3.1 SWOT matrix 75 i LIST OF FIGURES Picture 1.1 Product structure Figure 1.2 Four brand strategies hour 17 Figure 1.3 Illustration of Cocacola product packaging 27 Figure 1.4 Illustration of a Cocacola brand competition 29 Figure 1.5 Steps to define advertising goals 32 Figure 1.6 Process of determining advertising messages 33 Figure 2.1 VietABank's organizational structure .44 Figure 2.2 Chart of total assets growth of Vietbank 46 Figure 2.3 Chart of growth of Vietbank PBT 47 Figure 2.4 Deposit mobilization results 47 Figure 2.5 Lending activities 48 Figure 2.6 Mobilize capital 49 Figure 2.7 Odd debt 49 Figure 2.8 Structure of communication, advertising and marketing department 70 ii INTRODUCTION The urgency of the subject The bank is a highly developed industry in Vietnam, and it is estimated that in Vietnam today there are nearly 100 banks including foreign bank VietABank This number is not small compared to a developing country like Vietnam, which partly reflects the picture of the fierce competition of the banking market, not only maintaining existing customers, adding new customers and dominating the market share of competitors is always a top priority for banks Besides, the supply of products and services for customers at Vietnamese banks is now almost saturated, the products are almost no difference or small difference is insignificant, marketing has become a strategic weapon to help banks create advantages in the market As a small bank in the banking system, standing in the middle of a fiercely competitive market with many big banks, VietABank has made very solid steps and created its own position in the market In the last three years, VietABank has continuously expanded the system of transaction offices, marketing activities have also been promoted The development and completion of a proper marketing strategy has become a vital factor in the Bank's development Therefore, to be able to stand firm and grow in the market requires VietABank to answer the question: How to have a marketing strategy suitable to the market trend and highly effective Along with the process of working, researching, researching directly marketing activities at VietABank, the author has chosen the topic "Completing the mixed marketing strategy at Viet A Commercial Joint Stock Bank" as his research topic, with looking forward to having a panoramic view of the current status of the mixed marketing strategy at VietABank as well as hitting and offering solutions to improve to enhance the effectiveness of the mixed marketing strategy in accordance with the characteristics of the Bank Objectives of the study Through mixed marketing tools for customers at VietABank, the project evaluates mixed marketing tools and proposes some solutions to improve mixed marketing activities at banks effectively To accomplish those goals, the thesis needs to have the following tasks: Overview of research on marketing tools, Establishing a rationale for building a mixed marketing tool Status of mixed marketing tools of Customers at VietABank Proposing a number of solutions to build effective customer mix marketing tools at VietABank Research subjects Research topic of mixed marketing strategy at Viet A Commercial Joint Stock Bank In particular, the topic focuses on 04 basic elements of mixed marketing: product strategy, price strategy, marketing communication strategy and distribution channel strategy at Viet A Commercial Joint Stock Bank Research scope The research thesis in the space and time is specifically as follows: About the research space of the topic, focusing on mixed marketing strategy towards individual customers at VietABank; Regarding the research time in the thesis, the author focuses on collecting, researching and using secondary and primary data related to activities related to mixed marketing strategy of Viet A Commercial Joint Stock Bank in the last years, from 2016 to 2018 Research Methods 5.1 Methods of data analysis This method is through data collection and information activities at the websites of banks and documents on the world market These data sources include: fundamental theories related to research topics such as marketing activities, marketing activities tools at domestic and international banks, domestic and national scientific studies Internationally on this topic, domestic and foreign articles and conference materials, statistics related to domestic and international marketing activities 5.2 Field survey method Subjects of the survey: (1) management staff and specialized in marketing activities in departments in VietAbank such as: Individual Customer Division, PR Marketing Department and Public Relations, Relationship Specialists personal customers ; (2) Existing individual customers Survey sample and sample selection: The selected survey sample ensures full objective and honest factors in the survey process Survey: The survey to test hypotheses from the research model, the author will design and distribute a quantitative questionnaire to the survey subjects The survey will include general research information, questions around the content of marketing programs and mixed marketing tools 5.3 Professional solution Use ask, exchange and consult with some marketing experts 5.4 Data analysis method Using the survey method, interview with survey questionnaires Data is analyzed by a number of statistical methods such as: Descriptive statistics, linear regression analysis, surveys through interviews with experts, Customers 5.5 Group discussion method Using this method to describe the ideas, views, and arguments of each individual in the group for the purpose of mobilizing collective intelligence about marketing, marketing programs and marketing tools at banks The expected results of the topic - Systematizing the basic theoretical issues about mixed marketing strategy at VietABank - Evaluate the status of mixed Marketing Strategy at VietABank - Proposing a number of solutions on the mixed marketing strategy of VietABank and helping the bank have the advantages of products, services, competitive prices and highest profits in the target market Documents arising over 24 months (from the date of request) Confirm account balance / savings book 3.1 Confirm the balance in writing (English + First 50,000 copies The Vietnamese) 3.2 3.3 4.1 4.2 Confirm the balance with SWIFT power Confirm according to the request for audit letter or other unit next 10,000 VND USD / electricity 50,000 VND /time Issuance of certificates of carrying foreign currencies abroad To study abroad, work and cure For settlement, inheritance and other purposes 50,000 VND /time 100.000 VND /time Confirm the exchange rate VND 30,000 / time Fax voucher service 3,000 VND / sheet Tallying at the location of the request 7.1 Tallying VND / foreign currency 7.2 0.01% / time Counting and checking foreign currencies 0.4USD / sheet.Min: 30 (identifying fake truths) USD Blockade Account according to Customer's VND 30,000 / 30USD / TK request (Account, Savings account, valuable account ) 10 Collection authorization fee 4,000 / item Backup credit limit fee 0.1% 300,000 VND, max 10,000,000 VND (without VAT) 11 Promise for loan / guarantee (Form under 0.01% / amount of loan, VietABank) guarantee (without VAT) Intermediary payment according to the contract 0.2% / amount Min VND 500,000, 12 max: VND 5,000,000 13 Exporting, duplicating the original security VND 50,000 / copy assets after disbursement at the business unit Warehousing, notarization of security assets VND 100,000 / copy 14 after disbursement certified by the State notary public (excluding notarization expenses) 14.1 Borrow collateral records 14.2 STK, VietABank GTCG released Free 14.3 Real estate, cars VND 500,000 / time 15 Other assets VND 200,000 / time 16 17 Investment consulting services (project Agree appraisal, project preparation) Consultancy of investment projects, production Agree and business plans 18 Share transfer fee VND 50,000 / time 19 Confirmation of outstanding balance VND 50,000 / copy / time Asset swap fee Agree Min VND 200,000 and max: VND 3,000,000 20 (without VAT) Service charges for escorting property Agree Min: 200,000 VND, max: 21 1,000,000 (without VAT) 22 Other services upon request d Policy programs with mobilization Agree VND Policy of "Gratitude of the Middle-aged people" (At the counter) (From 7/6/2018 - December 31, 2018) Customers (Customers): Individual customers aged 45 and over Term: From months to 36 months Minimum amount: VND 50 million Interest rate difference: From 0.1% / year - 0.2% / year compared to traditional savings Other specialties: Applicable products: Traditional savings pay interest at the end of the term and pay monthly interest Applicable interest rate: Max: 8.1% / year, Min: 6.37% / year Do not participate in any other Programs / Deals Promotion program "Happy birthday, get joy" (At the counter) (From 2/7/2018 - September 30, 2018) Target customers: individuals Applicable products: Traditional savings Term: month or more Minimum amount: VND 50 million Note: Customers may not receive incentives / participate in other promotions Gifts: - Gifts at the counter: Amount of gifts received Customer comes to trade at VAB Ballpoint pen with logo VAB From 100-200 million VND VAB logo helmet From above 200-