In recent years, Vietnams economy has always developed strongly, the demand for production and consumption of goods has been increasing. Vietnam has truly become a member of the global playing field by joining the WTO. Vietnams export market has been expanded. Vietnam also creates many favorable conditions for foreign investment. Thanks to the advantage of cheap and abundant labor force, more open policies, stable political and economic environment, more and more foreign investors come to Vietnam as an attractive destination to build factories. Export manufacturing enterprises. More and more Vietnamese enterprises are confident to enter the world market. Vietnams export turnover therefore keeps growing. All of the above factors have a great impact on the birth of a series of businesses and enterprises operating in the field of foreign trade. Many businesses with autonomy in production and business have affirmed their foothold and the business performance is really profitable. Today knowledge of business, including marketing, is an urgent requirement of economic managers. So not only is it a profitable business but also a business and a management art, it has a key place in the entire manufacturing process. Thanks to good marketing activities help businesses always adapt to the market so as not to go bankrupt and improve efficiency constantly, making units always grow in competition. Marketing today has a huge role, holds an important position in our society. Thats why I chose the topic “Solution to promote marketing activities of Hanoi beer – alcohol – beverage joint stock corporation (HABECO)“
ACKNOWLEDGEMENT Regarding completing this Senior Seminar, I would like to acknowledge the following agencies for their support and assistance Great deals appreciated go to the facilitation from Foreign Trade University, especially the School of Economics & International Business The internship program really plays an important role in providing senior year students with various opportunities to enter the corporate world I am also grateful of both Marketing Department and Market Department of Hanoi Beer-Alcohol-Beverage Joint Stock Corporation (HABECO), who warmly supported me with their hospitality during the intern period Not only did they arrange my local work but also assisted me in the specialized field with various useful information Above all, the special thank goes to my helpful supervisor, Mrs Mai Thu Hien The enthusiastic guidance and support that she gave truly help finalize the progression and smoothness of this Senior Seminar TABLE CONTENTS INTRODUCTION The reason to choose a topic In recent years, Vietnam's economy has always developed strongly, the demand for production and consumption of goods has been increasing Vietnam has truly become a member of the global playing field by joining the WTO Vietnam's export market has been expanded Vietnam also creates many favorable conditions for foreign investment Thanks to the advantage of cheap and abundant labor force, more open policies, stable political and economic environment, more and more foreign investors come to Vietnam as an attractive destination to build factories Export manufacturing enterprises More and more Vietnamese enterprises are confident to enter the world market Vietnam's export turnover therefore keeps growing All of the above factors have a great impact on the birth of a series of businesses and enterprises operating in the field of foreign trade Many businesses with autonomy in production and business have affirmed their foothold and the business performance is really profitable Today knowledge of business, including marketing, is an urgent requirement of economic managers So not only is it a profitable business but also a business and a management art, it has a key place in the entire manufacturing process Thanks to good marketing activities help businesses always adapt to the market so as not to go bankrupt and improve efficiency constantly, making units always grow in competition Marketing today has a huge role, holds an important position in our society That's why I chose the topic “Solution to promote marketing activities of Hanoi beer – alcohol – beverage joint stock corporation (HABECO)“ Rationale The existence and development of human society is closely associated with the development of social production The society’s production reflects its level of development, or in other words, it expresses a society’s appearance and strength Along with its development, the production is growing and growing, Vietnam is in the process of developing a socialist-oriented market economy Developing a market economy and integrating international economy are indispensable objectives These have opened up development opportunities for not only beer - alcohol - beverage industry but are also the opportunities for all business sectors in the country Businesses have also taken advantages of these opportunities to develop as well as expand the companies and to bring Vietnamese brand beyond the territorial borders Along with that continuous development and integration process, Hanoi Beer Alcohol - Beverage Joint Stock Corporation (HABECO) has made endless efforts to improve product quality, innovate the designs, replace the obsolete, backward equipment and machines with modern ones so as to create the best products for consumers Marketing activities to promote brand and products have a significant impact on the existence and development of HABECO Moreover, the effective operation of the Corporation will bring a better life for employees and fulfill social obligations Therefore, the development and promotion of marketing activities is of tremendous significance With the knowledge gained at Foreign Trade University along with the process of studying, investigating and collecting data, information at HABECO, I chose the topic: “Solutions to promote marketing activities of Hanoi Beer - Alcohol - Beverage Joint Stock Corporation (HABECO)” to write this Senior Seminar 3 Research objective On the basis of theoreticap overview of Marketing analyzing and evaluatiing Marketing activities of Habeco, the objective of the research is to propose some solution to promote Marketing activities of HABECO Object and Scope of the research The object of the research is Marketing activities in enterprise Scope of the research is Marketing activities at HABECO in the period from 2017 to 2019 The scope of analysis of HABECO's marketing activities includes: products, prices, distribution and promotion Research method This research is conducted based on economic theory, marketing management theory, applying the research methods: Collecting data provided by employees at the same time comparing, analyzing, collecting statistical data of enterprises to draw conclusions The contents of the research This research includes four chapters: Chapter 1: Theoretical basis of Marketing This chapter presents the rationale, the reason to choose a topic, the objective of the research, the object and scope of the research, research method and the contents of the research Chapter 2: Real situation of Marketing activities at HABECO This chapter discussed about the beer market in Vietnam, overview of HABECO company, marketing activities of HABECO Chapter 3: Solution to promote marketing activities of HABECO This chapter indicates HABECO's development orientation in the future, proposed Solutions Chapter 4: Conclusion CHAPTER ONE: THEORETICAL BASIS OF MARKETING 1.1 Definition of marketing Marketing is an abstract concept that has been defined in many different ways by people due to different perceptions It is defined in Dictionary.com as “the action or business of promoting and selling products or services, including market research and advertising” According to Philip Kotler (2006), “Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with other” Marketing is also defined by the American Marketing Association 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” Definition of J Landrevie, D Lindon, R Laufer (1983): “Marketing is all the means that businesses use to build, protect and develop their markets.” Definition J J Lambin (1997): “Marketing, which is advertising, is agitation, is selling by pressure, that is, all of the sometimes offensive means of sales are used to take over the market existing school Marketing is also the full range of analytical tools, estimation methods and market research methods used to develop an approach to needs and requirements.” Definition of Brifish Institue of Marketing (UK): “Marketing is the function of managing the company in terms of the organization and management of all the flexible operations from discovering and turning consumers' purchasing power into real needs for a specific item to bring the goods arrive at the final consumer, guaranteeing the company the expected returns.” Definition of Peter Drucker - modern American economist: "Marketing is all business from the consumer's perspective." The term developed from the original meaning which referred literally to going to market with goods for sale Marketing is the action or business activity that includes market research and advertising, which involves presenting, promoting, finding out what customers want, using that information to design products and services, and then selling them effectively or in the best possible way From a sales process engineering perspective, marketing is “a set of processes that are interconnected and interdependent with other functions of a business aimed at achieving customer interest and satisfaction” Marketing also refers to activities a company undertakes to promote the buying or selling of its products or services which include advertising, selling, and delivering products to consumers or other businesses Some marketing is done by affiliates on behalf of a company Besides, marketing is the process of getting potential clients or customers interested in your products and/or services The key word in this definition is process; marketing involves researching, promoting, selling, and distributing your products or services On the other hand, marketing is the process of teaching consumers why they should choose your products or services over those of your competitors, therefore, it truely is a form of persuasive communication 1.2 The role of marketing Today, marketing management is the subject of growth in benefits of all sizes and in all types of organizations inside, outside the business sector and in every kind of country In the business field, marketing has come to the senses of companies at different times Marketing also plays a particularly important role for macroeconomic management But marketing has a huge role for microeconomic management The market is the object and important base of macro management Through the market to the State regulate production To understand the market, you must research it through the theory of marketing Marketing is one of the important subjects to fulfill their requirements for the reproduction of goods: productivity, quality and efficiency Today, companies cannot simply survive by doing their job well, but marketing as a company's function, including identifying customer goals and the best way to satisfy them satisfy their needs and wants in a competitive and profitable way The function of marketing is the inherent effects derived from the objective nature of marketing on the process of goods reproduction including the function of adapting products to market demands Marketing functions to make products always adapt to market demand It does not the work of technicians, manufacturers but it shows what the production engineering parts need to produce, how to produce it, how to produce it, and when to give it into the market Carrying out this function, marketing can acquire and coordinate the activities of technical departments, product standardization Distribution function includes all activities to organize the optimal mobilization of commodity products from the end of production to delivery to consumers Goods consumption can be acquired into two major types of operations: Control over prices and point out the business and sales art Implementing this marketing function has many rich activities advertising include sales promotion, product services, fair Coordinated marketing involves two main things Firstly, the diverse functions of marketing must be closely coordinated with each other and come from the perspective of the customer Secondly, marketing needs to be well coordinated with other parts of the company Marketing does not work well if it is just a separate department, it works well if all employees in the company appreciate the efficiency that comes from customer satisfaction 1.3 Marketing Policy Marketing policies are the guiding principles, rules, methods and procedures established in association with marketing activities to support and promote the implementation of the defined goals Marketing policy will have to show and guide managers in the field of sales and marketing to know who will sell, what to sell, whom to sell, how much and how Marketing is an activity that includes many specific policies whose implementation affects the success or failure of the implementation phase of the strategy, including four major policies of product policy and policy price (price), promotion policy (promotion) and finally the distribution policy (place) 1.3.1 Product policy Product policy is at the heart of Marketing both at a strategic and practical level It is closely related to the strategic planning, competition strategy and market positioning For marketing, product policy always plays the most important role, considered the backbone of the business strategy of construction enterprises Figure 1.1 Product policy diagrams facilitate the realization of the marketing strategy objectives of the enterprise By-products suitable to the market demand The ability to consume products Profitability Marketing strategy goals Product policy (source: author) The content of product policy includes small policies: Product category policy, the policy of consolidating and developing existing product reputation, new product development policy, product brand policy, and packaging policies, complete policies and improve product use characteristics in adapting to consumer needs, product life cycles, researching new products 1.3.2 Price policy Price policy is an overall principle, method and solution that businesses impact on prices to achieve a defined strategic goal In each strategic period, enterprises need to have specific policies for each item including the main contents related to issues such as the price set (high, medium or low), how to set prices (based on (in terms of cost, competitive status or product life cycle), discounts and discounts, payment terms such as term, payment method, price discrimination policy, etc Specific pricing policies must be linked to the situation and forecast of supply - demand, competition, the whole market as well as in each partial market Therefore, it is not excluded when the price policy in different markets is different 1.3.3 Promotion policy The promotion policy is a comprehensive set of basic principles, methods and solutions associated with product consumption activities to limit or eliminate all obstacles in the consumer market, ensuring the implementation of strategic objectives comb defined Promotion policies include other specific policies such as advertising and promotion policies: Advertising policies of a strategic business period pertain to the product life cycle, market situation and forecast, business location, specific advertising goals, etc In general, the advertising policy of an era involves choosing a form of advertising such as product or business advertising; focused or unfocused advertising; standalone or general advertising; advertise cable directly or indirectly; choose the form of advertising such as television, tables, newspapers or status shows, movies, customer conferences; As well as choosing the means of advertising, funds for advertising , Orientation solutions for selecting specific decisions in different markets may not be the same Promotion policy of a strategic period usually refers to forms of promotion such as contest vouchers, gift giving, discounts or sales, time and time, customer service organization (hiring commercial companies) trade? or self-made?) In addition, businesses can also build advocacy policies in accordance with specific specific market markets In the above series of policies, it is necessary to clearly identify which promotion solutions are leading and suitable for the general marketing strategy 1.3.4 Distribution policy In each specific strategic period, developing distribution policies is an important content of marketing policy Does the distribution policy usually cover things like identifying direct or indirect distribution channels? What is the main distribution channel? System of points of sale? Criteria for geographical selection, commercial representation, sellers? Warehouse and shipping conditions Product launches to market In particular, the sales network is a collection of channels with the participation of different entities with different strengths and prestige to successfully bring goods from manufacturing enterprises to customers The design and management of enterprises' new commodity sale channels must ensure the following requirements: Consistent with the nature of the product, creating the most favorable conditions for customers to access and find products easily, considering the distribution channel of competitors Privileged distribution has the following characteristics: To limit the number of intermediaries, intermediaries not selling goods of competitors Businesses hope customers have enough knowledge and dynamism to buy products Enhance the impression of the product and have a high profit Choose a location to sell products 10 CHAPTER 3: SOLUTION TO PROMOTE MARKETING ACTIVITIES OF HABECO 3.1 HABECO's development orientation in the future Analysts say that Vietnam's beer market will continue to grow thanks to its young population and rising incomes Large and expanding markets, beer and alcoholic beverages are also considered slow saturated markets compared to many other businesses This has attracted a large number of domestic and foreign giants who want to take part in this potential market Determining that this will be a simple battle, Habeco has prepared a brand repositioning strategy and a business strategy for both medium and long term, ready to compete with competitors in the near future According to many brand experts, consumers now need a good quality product, good taste, nice design, but that is not enough To go further, the product needs a ‘soul’, an intangible value big enough to entice users As incomes rise, consumers are willing to spend more money to buy intangible values Especially the young people now have a lot of choices, very open Food and drinks must not only be saturated, they must also provide value, and must match the user's ‘taste’ In the process of researching and assessing the market, HABECO recognizes the need to pay special attention to new trends, thereby making recommendations to improve the current brand image HABECO's competitors are now foreign or foreign enterprises that dominate, they have a long-term vision of the market, an international strategy, good management skills The consulting units for them are also the leading companies in the world The competitors use brand new advertising channels and customer marketing to compete, so HABECO decided to cooperate with capable and experienced partners, understand international trends to support support yourself in the process of building a Vietnamese brand on a par with other countries This is a long-term brand repositioning strategy that takes time to implement 38 In addition, the construction and development of the distribution system is an important goal that Habeco determines to focus on investing all resources The consolidation of sales will make the cooperation between trading companies and agents will change towards streamlining and better quality With the motto "Prestige with customers is the foundation of prosperity", HABECO will build the most comprehensive sales and support policies for agents to benefit both parties The human element is considered by HABECO to be the core to create momentum for development, accordingly, HABECO has promoted the training of market employees with a high sense of responsibility, enthusiasm for the work to be in charge of the markets key schools, maintaining relationships with agents, restaurants Hanoi beer has always been a reputable brand trusted and selected by consumers, however, to continue to nurture the movement of Vietnamese people to prioritize using Vietnamese goods Habeco always determines the responsibility of the business to continue producing quality products, forcing efforts to constantly develop, improve competitiveness, provide a thoughtful after-sales service, to meet the needs increasingly high by consumers Currently, enterprises are keeping the initiative and creativity spirit to seize opportunities from the 4.0 industrial revolution Accordingly, Habeco has joined hands with FPT to deploy an overall enterprise management project (ERP) to gradually integrate businesses in the context of the digital revolution, contributing to enhance the strength and position in the market In addition, Habeco will expand the market to the whole Central and the South and boost exports, not only shading the northern and northern provinces of Vietnam as before In the context of increasingly renovating and developing country, deeper international integration, many international trade agreements have created many opportunities but also brought great challenges for Vietnamese enterprises Successful international integration is to contribute positively to creating sustainable and rich social values 39 Development orientation in the following years, Habeco determines the central strategy of the business is to continue researching and developing new product lines with higher quality, in accordance with consumer tastes At the same time, promoting the strategy of sustainable brand development, improving the competitiveness of the brand in domestic and regional markets; together with the commitment to the community, to fulfill the social responsibility of a national brand enterprise, to contribute positively to the overall development of the country 3.2 Proposed Solutions 3.2.1 Develop and effectively implement product policies Determining the appropriate category policy and product structure is very important in competition It shows the direct or evasive opinion, it establishes for the Company strategic products, ensuring the existence and development of HABECO Constantly improving the products both in quality and design and after-sales services to meet the requirements of the market is one of the first factors, determining the success of the Company First of all, the Company needs to maintain the category and structure of the products being produced (traditional products), especially Ha Noi bottled beer because this is the key product of the company, the product with the highest sales of the company Maintaining well the traditional products The company has been able to stabilize its market share to avoid being encroached by other companies and at the same time affirmed its image in the market Along with that, the company also needs to have policies to expand the product category and structure in order to implement product diversification with high efficiency, especially a policy of launching new products with high quality and beautiful models entering the market on special occasions (such as holidays, Chinese New Year, etc.), because according to the concept of new products, innovative products and new products all create a life cycle new to the product, and it meets the diverse needs of the market 40 3.2.2 Making reasonable price policies The product pricing policy is an estimate of whether future prices will be accepted by the market The pricing policy is only valuable and feasible when it comes from market strategy, product policy, and expected future price movements across each market segment HABECO has determined that the affordable segment of the market is high, so the valuation of the company must be in line with the market segment that the company has chosen For such a market the company needs a soft price policy Therefore, the selling price of the company's products must be lower than the highclass products such as Tiger, Heineken, Carlsberg, Therefore, the company's price bracket must be determined by the upper limit of competitors and The lower limit is the production cost However, the company's selling price is not always fixed, but must change through each period of fluctuations of the market and competitors to adapt The pricing policy shown must be extremely flexible in each condition, each environment, or may be each market segment that the company sets at a reasonable price In short, price is a favored weapon because it is effective to develop and expand the market, making the most of different types of customers Unless the Company has a low cost, in general, the use of price tools must be considered as a dangerous but equally dangerous weapon, meaning that the Company may face business risks due to the policy Unreasonable price 3.2.3 Restructuring distribution channel system 3.2.3.1 Design and rearrange the distribution system Theoretically, in order to speed up consumption, there are two product consumption strategies: * Push Strategy: Include all activities that aim to bring products into the merchant's sales cycle, accelerate sales by using salespeople and stimulate the sales 41 area to promote goods according to goods circulation channels In other words, a push strategy is to promote product sales through intermediaries or salespeople * Pulling strategy: A strategy to attract consumers to the goods Implementing this strategy, manufacturers mainly rely on policies to promote communication (especially advertising) in order to stimulate and shape demand from consumers In a market economy, the cost of advertising on mass media to reach customers will cost a lot of money So Habeco should think about the effective exploitation of the push strategy On the basis of promoting the superiority of wholesalers, agents, shops, limiting the weaknesses of each type of member channel, combined with the distribution requirements for HABECO I would like to offer the distribution channel model as follows: Figure 3.1 Offer the distribution channel model HABECO AGENCY COMPANY RETAILER CONSU MERS BUSINESS (source: author) Components of the distribution channel include: Agency company: An intermediary established under a contract between HABECO and organizations and individuals capable of distributing the Company's products (financial capacity, location of sale, experience ) Agents must sell at the price set by the Company and must not sell products of competitors Commission is earned under agreement between Habeco and its agent company Wholesalers: Including all organizations and individuals wishing to act as intermediaries to distribute products to the Company provided that they must consume a quantity of goods at the rate prescribed by the Company (for distribution different 42 from retailer) and a number of other things about escrow and payment The retailer has a direct relationship with the wholesalers They may at their discretion purchase Company's products at dealers or wholesalers to sell to the final person Direct relationship between the Company and the end-consumer through the system of sales and product introduction stores This store system also plays a role in regulating the price of the Company's products to the final consumers and is also a place for the Company to display and introduce its products 3.2.3.2 Expand stores to sell and introduce products The company should set up in each province a store selling and introducing products In addition to collecting and selling information, these stores also have the function of offering and introducing products A place for consumers to try the product to compare the quality of the Company's beer products on the market and the Company based on which to maintain a selling price of its products to suit customers, avoid gain the company's unreasonable price hike These stores can operate better than wholesalers because it has the ability to promote sales and ensure continuous supply to customers However, when setting up stores and selling products in each province, the Company should avoid conflicts with other intermediaries, especially in determining the selling price - the selling price should be sold according to the consumer price 3.2.4 Enhancing advertising and sales promotion The Company's expanded communication activities are responsible for giving rise to the idea of green among the public as a freshness, calmness, vibrant full of vitality, must identify it with the basis of success public with the romantic nature of life At the same time, the Company's policy of promoting communication must highlight the scale of the Company, decide the reputation of the product, meet the luxury, elegance and popularity in the consumption habits of the people them 43 * Advertising: Currently, HABECO has not invested in advertising appropriately, so the advertising activities are still sporadic, especially advertising on TV Still know advertising on TV is very expensive, but its effectiveness, no one dares to deny it, the Company also needs to use this media In order to reduce the cost of advertising on television, HABECO should conduct advertising on local television stations and Hanoi television stations instead of advertising on central television stations because of the cost of advertising on these channels much lower but the effect is not much inferior either In order for the advertising to be effective, the Company should focus on advertising programs alternating between key programs such as news, sports film In addition, the Company should also promote advertising through other media such as radios, newspapers, especially traffic means Advertising, marketing to introduce products to consumers need to be carried out in a variety of diverse forms, of which Digital - digital channel is the foundation HABECO needs to set up Fanpage to interact with customers, focusing on increasing the number of followers on these pages * Promotion: The company needs to conduct more promotions and promotions should be publicized, especially promotions for consumers who not regularly interact with the Company, such as so bring high efficiency On the other hand, for promotions for consumers, the company needs to last about month for consumers to have the opportunity to buy products and enjoy promotions * Communication: HABECO has established wide relationships with the authorities and increased contact with people throughout the Northern market through many sponsorship activities for cultural and sports events Thanks to these sponsorship activities, the Company has created a great reputation in the North market However, the Company's financing activities have not been as effective as expected One possible measure is to increase the effectiveness of sponsorship activities that the Company should combine selling products at prices lower than 44 market prices but still ensuring profit to introduce products in cultural activities, sports that the Company has sponsored 3.2.5 Other solutions The issue of storage of goods is also an issue that needs attention Here are my suggestions for adjusting the warehouse system ` Whenever possible, offer a more reliable and efficient distribution system than our competitors High shipping and delivery costs are a matter of priority In the near future, Hanoi Beer Company will transfer its stock of goods out of the Company with the reason: Separate production and business activities to ensure confidentiality of production information Due to the request of the State management agency to prohibit the circulation of trucks in the inner city during rush hour in the city In order to minimize shipping and delivery costs, the Company needs to choose a reasonable warehouse location The company can locate warehouses near important highways to exploit river and rail transportation vehicles Currently transport by rail has the cheapest price, so the company should place warehouses near the train depot and at the same time place a company agent for the purpose of selling and introducing products CHAPTER 4: CONCLUSION Marketing is always necessary for any business nowadays To make it work effectively, you have to master your marketing plan But due to the prolonged economic crisis and great competition that has led many companies to cut down marketing costs and reduce their investment in building and enhancing the brand But this action will have an enormous consequence, When the decision made by the customer depends a lot upon the quality of the brand, even the slightest mistake will destroy a perfect image that has been built Because of such above issues, building and strengthening a marketing strategy for a company with a long history is very important Because this is one of the 45 ultimate strategies that give a tremendous effect on the sustainable growth that already set for the company The solutions brought up by the thesis may not have completed the marketing strategy for businesses, but hopefully, it will contribute to improve and promote the marketing strategy To achieve the target of sustainable development, it is necessary to have a specific, long-term plan and to control the implementation process appropriately, and have a reasonable adjustment following the reality of business and market In the current marketing economy, if businesses want to survive and develop, the application of Marketing policy is very important In this research report, I only dare to give some analysis on the current situation of marketing activities, thereby proposing some solutions to promote marketing activities of enterprises 46 REFERENCE Hanoi Beer-Alcohol-Beverage Joint Stock Corporation (2017) Habeco consolidated financial statements 2017 Hanoi Beer-Alcohol-Beverage Joint Stock Corporation (2018) Habeco consolidated financial statements 2018 Hanoi Beer-Alcohol-Beverage Joint Stock Corporation (2019) Habeco consolidated financial statements 2019 Hanoi Beer-Alcohol-Beverage Joint Stock Corporation (2017) Habeco's 2017 annual report Hanoi Beer-Alcohol-Beverage Joint Stock Corporation (2018) Habeco's 2018 annual report Hanoi Beer-Alcohol-Beverage Joint Stock Corporation (2019) Habeco's 2019 annual report Hanoi Beer-Alcohol-Beverage Joint Stock Corporation (2016) Profile Habeco capacity https://www.habeco.com.vn/ J Landrevie, D 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