Strategy of developing new IT products to the vietnam market case study of dell EMC

ĐẠI HỌC QUỐC GIA HÀ NỘI KHOA QUẢN TRỊ VÀ KINH DOANH - NGUYỄN THỊ PHƯƠNG THẢO STRATEGY OF DEVELOPING NEW IT PRODUCTS TO THE VIETNAM MARKET CASE STUDY OF DELL EMC CHIẾN LƯỢC PHÁT TRIỂN SẢN PHẨM CÔNG NGHỆ THÔNG TIN MỚI TẠI THỊ TRƯỜNG VIỆT NAM NGHIÊN CỨU ĐIỂN HÌNH TRƯỜNG HỢP DELL EMC LUẬN VĂN THẠC SĨ QUẢN TRỊ KINH DOANH HÀ NỘI - 2018 ĐẠI HỌC QUỐC GIA HÀ NỘI KHOA QUẢN TRỊ VÀ KINH DOANH - NGUYỄN THỊ PHƯƠNG THẢO STRATEGY OF DEVELOPING NEW IT PRODUCTS TO THE VIETNAM MARKET CASE STUDY OF DELL EMC CHIẾN LƯỢC PHÁT TRIỂN SẢN PHẨM CÔNG NGHỆ THÔNG TIN MỚI TẠI THỊ TRƯỜNG VIỆT NAM NGHIÊN CỨU ĐIỂN HÌNH TRƯỜNG HỢP DELL EMC 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: PGS.TS NGUYỄN VIỆT KHÔI Hà Nội - 2018 ACKNOWLEDGEMENT The decision of pursuing MBA course is very important to me, especially for my career development Thank you very much to all efforts that helps me proceeding smoothly through all the modules and reaching this final one The completion of this paper is emotionally appreciated by the support of all parties Firstly, I would like to say thanks to all my lecturers and members of the HSB that provide me with constructive knowledge and support me with enthusiastic ideas Importantly, I would like to send my special thanks to Ass Pro Nguyen Viet Khoi with his constructive and enthusiastic advices, suggestions and supports during my researching Furthermore, I also want to express my warm thanks to all the survey participants Thank you for all of you that allocated your schedule to give me your valuable ideas and opinions Without yours, the research value could not be achieved Last but not least, I would like to thanks my family who has supported me with strong encouragements during my studying period Thank you Hanoi, February 2018 The Author i ABSTRACT This research, on the understanding of the importance of launching programs for new IT products in local market, is keen on comprehending demands of customers and marketing environment in the case of IT industry with the use of IT products within the Vietnam context The level of exploiting IT products for information management including security and backup is thought to be low by which the space for IT providers is abundant In the specific case of Dell EMC Vietnam – the giant in backup and security IT product industry, the research gets the client-based information, marketing environment of Vietnam and potential of Dell EMC in launching new IT products to Vietnam market to propose empirical tactics in projecting marketing mix plan The paper attempts to comprehend components of marketing plan including marketing environment through PESTEL, Five forces, competition analysis Marketing mix of 7Ps are mentioned as the core premise to formulate the conceptual framework including marketing offerings and efforts With the analysis of giving empirical observation and subjective meanings in project marketing mix plan, the paper is started with firstly the desk-based research through secondary data to develop the academic framework; secondly the small-scale survey with the participation of 30 enterprises in Vietnam market as the empirical client-based information; and lastly after having the picture of marketing environment, the author with her experiences and discussions with IT managers to dig deep in each cause for meaningful recommendations In the current context of Vietnam, the generalization in launching new IT products should be focused on small and medium private and foreign-owned enterprises who have market scope of national-wide or ii with import/export/international dealing activities Manufacturing and commercial, trading are two pointed focuses Although the focus is not mainly involved the market life, the preference is on new businesses with short-life market According to research findings, recommendations for projecting marketing mix plan along with the mentioning of risk analysis is proposed with the expectations of giving tactics for the successful launching of new IT products in the Vietnam market iii TABLE OF CONTENT ACKNOWLEDGEMENT .i ABSTRACT ii TABLE OF CONTENT iv LIST OF FIGURES/ TABLES .vi INTRODUCTION CHAPTER FUNDAMENTAL THEORY OF LAUCHING STRATEGY 1.1 Marketing plan and its roles 1.1.1 Marketing plan 1.1.2 The role of marketing plan 1.2 Models of marketing plan 10 1.2.1 Marketing mix of 7Ps 10 1.2.2 Porter‟s five forces 13 1.3 SWOT analysis 15 1.4 BCG matrix 16 1.4.1 Promotion in marketing 17 1.4.2 Segmentation-Targeting-Positioning (STP) 17 1.4.3 The conceptual framework 18 CHAPTER PROPOSING AND DEVELOPING STRATEGY FOR NEW IT PRODUCTS TO VIETNAM MARKET CASE STUDY OF DELL EMC .19 2.1 Research mehodology 19 2.1.1 Philosophy .19 2.1.2 Approach 20 2.1.3 Research method 21 2.1.4 Data collection .21 2.1.5 Data analysis framework .23 iv 2.1.6 Ethical issues 25 2.1.7 Limitations of the research process .25 2.2 Data analysis and findings 25 2.2.1 Market analysis 25 2.2.2 Meaningful factors when using IT products 29 2.2.3 Determinants in decision of IT products using 32 2.4 Interest/ intention and purpose of using IT products 32 2.5 Dell EMC analysis 39 CHAPTER PROPOSAL SOME SOLUTION TO IMPLEMENT STRATEGY OF DEVELOPING NEW IT PRODUCTS FOR DELL EMC 42 3.1 Marketing mix recommendations .42 3.1.1 Marketing objectives .42 3.1.2 Target clients 43 3.1.3 Marketing mix .43 3.1.4 Marketing effort control 46 3.1.5 Risk analysis 47 3.2 Implications for further researches .49 CONCLUSION .50 REFERENCE 51 APPENDIX 53 Appendix 1: Questionnaire .53 Appendix 2: Demographic information 56 Appendix 3: Reliability test 58 Appendix 4: Factor analysis 67 Appendix 5: Descriptive analysis 75 v LIST OF FIGURES/ TABLES Table 1.1 Marketing mix 7Ps 11 Table 1.2 Influencers for marketing in goods and service aspects .13 Table 2.1 Sample characteristics (N = 30) 28 Figure 1.1 Influencing factors of marketing plan Figure 1.2 Five forces model in marketing perspective .14 Figure 1.3 Resource-based SWOT analysis 16 Figure 1.4 BCG matrix 17 Figure 1.5 The conceptual framework 18 Figure 2.1: A progressive focusing model in qualitative research process 24 Figure 2.1 Purpose of using IT products 33 Figure 2.2 Purpose of using IT products as Business type 34 Figure 2.3 Purpose of using IT products as Business size 35 Figure 2.4 Purpose of using IT products as Business field 36 Figure 2.5.Purpose of using IT products as Market scope 37 Figure 2.6 Purpose of using IT products as Market life .38 Figure 2.8 SWOT analysis of Dell EMC .39 Figure 3.1 BCG matrix of Dell EMC 44 Figure 3.2 Risk analysis .48 vi INTRODUCTION Abstract This research, on the understanding of the importance of launching programs for new IT products in local market, is keen on comprehending demands of customers and marketing environment in the case of IT industry with the use of IT products within the Vietnam context The level of exploiting IT products for information management including security and backup is thought to be low by which the space for IT providers is abundant In the specific case of Dell EMC Vietnam – the giant in backup and security IT product industry, the research gets the client-based information, marketing environment of Vietnam and potential of Dell EMC in launching new IT products to Vietnam market to propose empirical tactics in projecting marketing mix plan The paper attempts to comprehend components of marketing plan including marketing environment through PESTEL, Five forces, competition analysis Marketing mix of 7Ps are mentioned as the core premise to formulate the conceptual framework including marketing offerings and efforts With the analysis of giving empirical observation and subjective meanings in project marketing mix plan, the paper is started with firstly the desk-based research through secondary data to develop the academic framework; secondly the small-scale survey with the participation of 30 enterprises in Vietnam market as the empirical client-based information; and lastly after having the picture of marketing environment, the author with her experiences and discussions with IT managers to dig deep in each cause for meaningful recommendations In the current context of Vietnam, the generalization in launching new IT products should be focused on small and medium private and foreign-owned enterprises who have market scope of national-wide import/export/international dealing activities Manufacturing and or with commercial, trading are two pointed focuses Although the focus is not mainly involved the market life, the preference is on new businesses with short-life market According to research findings, recommendations for projecting marketing mix plan along with the mentioning of risk analysis is proposed with the expectations of giving tactics for the successful launching of new IT products in the Vietnam market Research background IT product and service management is attached the prominence in business environment of today (Wan and Liang, 2012) Majority of companies is relying on computers and information technology systems to boost up the efficiency in operating their business activities through the accurate and secure information management It brings up the role of IT product service providers in harmonizing IT services and business (Bon, Picper and Veen, 2005) In the information-driven world, when applying systems or using IT products to exploit the power of information, the ultimate security and right methods of management and backup are raised as the top concern Vietnam is in the developing phase where the application of IT and information management functions within enterprises is still poor Most of Vietnamese companies, although have realized the increasing importance of IT application in value creation chain, the investment and implementation are lax due to the lacking of specialized knowledge or incomplete realization of IT product availability According to the Vietnam E-commerce report 2013 (Ministry of Industry and Trade), there has been approximately 18% enterprises embedding ERP (Enterprises Resources Planning) software or 21% ones using SCM (Supply Chain Management) software in business administration Regarding to security measures, solutions applied have not been intense with measures of firewall (87%), anti-virus (84%) or hardware (45%) Another point to contemplate is that majority of Vietnam enterprises Communalities Convenience provided Company concern to specific cases of clients Strong company towards clients The responsiveness from company towards clients Profession behavior of employees toward clients Extraction Analysis Total Variance Explained Initia Compone nt Total 3.637 703 460 137 70 Extraction Method: Principal Component Analysis Marketing efforts – Promotion KMO and Bartlett's Test Kaiser-Meyer-Olkin Sampling Adequacy Bartlett's Sphericity Communalities Articles about companies Recommendation acquaintances Information advertisement channels Extraction Analysis Total Variance Explained Compone nt 71 Extraction Method: Principal Component Analysis Marketing efforts – Employee service KMO and Bartlett's Test Kaiser-Meyer-Olkin Sampling Adequacy Bartlett's Sphericity Communalities Employee professionalism Constructive suggestions from employees Customer-friendly employees 72 Employees are expert 1.000 handling complaints Extraction Method: at Principal 928 Component Analysis Total Variance Explained Compone nt Extraction Method: Principal Component Analysis Marketing efforts – Branding/Corporate image KMO and Bartlett's Test Kaiser-Meyer-Olkin Sampling Adequacy Bartlett's Test of Approx Sphericity Communalities 73 Size and experiences of the company Nationality of the company Company reputation Extraction Method: Principal Analysis Total Variance Explained Compone nt Extraction Method: Principal Component Analysis 74 Appendix 5: Descriptive analysis Interested in using IT products and information management services Vali Yes d Plan use Total Purposes of using IT products and information management services Vali smooth d in general produce reports purposes manage information in and out mainly service activities capture trend in the world Total 75 Business type * Purposes of using IT products and information management services Crosstabulation Busi Privat ness e type Stateowne d Forei 76 gnowne d Total Business size * Purposes of using IT products and information management services Crosstabulation Busi < 10 Coun 77 ness employe size es 11-50 employe es 51-250 employe es 251-500 employe es >500 78 employe es Total Business field * Purposes of using IT products and information management services Crosstabulation Bus Manufact Count 79 ines uring s fiel d Investme nt Commerc ial/Tradin g Distributi on Service 80 % B f % Total C % B f % Market scope * Purposes of using IT products and information management services Crosstabulation Mar Within Count ket the city scop e Nation al-wide Interna tional Total Market life * Purposes of using IT products and information management services Crosstabulation 82 Mar ket < year life 1-3 years 3-5 years 5-10 years > years Total 10 83 ... for new IT products to Vietnam market Case study of Dell EMC Chapter – Proposal some solution to implement strategy of developing new IT products for Dell EMC Conclusion CHAPTER FUNDAMENTAL THEORY... the Vietnam market Case study of Dell EMC? ?? Research aim and objectives The research paper to study possible methods to develop new IT products in Vietnam market; and the case that what Dell EMC. .. environment in the case of IT industry with the use of IT products within the Vietnam context The level of exploiting IT products for information management including security and backup is thought to be