Một số giải pháp hoàn thiện marketing mix cho dòng sản phẩm TV LCD bravia của công ty sony việt nam năm 2012

VIETNAM NATIONAL UNIVERSITY, HANOI SCHOOL OF BUSINESS VU XUAN TUNG SOME SOLUTIONS TO COMPLETE THE MARKETING-MIX FOR BRAVIA LCD TV SERIES OF SONY VIETNAM IN 2012 Major: Business Administration Code: 60 34 05 MASTER OF BUSINESS ADMINISTRATION THESIS Supervisor: Dr Tran Doan Kim Hanoi – 2012 ACKNOWLEGEMENT First of all, I would like to express my deepest appreciation to my supervisor, Dr Tran Doan Kim, who has supported my dissertation from the beginning till the end, encouraging me whenever I have had difficulties, whether from clarifying research objectives, building the literature review, finding effective methods to answer the research questions, data analysis to the final writing up of the dissertation Without his guidance and persistent help this dissertation would not have been possible In addition, I would like to thank to my friends who helped me to send the questionnaires for the customer survey of this dissertation I also extend my thanks to HSB library staffs for showing me how to access different and useful sources to gather secondary data for the literature review chapter Last but not least, I would like to take this opportunity to thank my family who supported and encouraged me during the time I took my MBA program at HSB i ABSTRACT SOME SOLUTIONS TO COMPLETE THE MARKETING-MIX FOR BRAVIA LCD TV SERIES OF SONY VIETNAM IN 2012 VU XUAN TUNG MBA candidate, 2009 - 2011 School of Business Vietnam National University, Ha Noi Supervisor: Dr Tran Doan Kim July 2012, 102 pages In recent years, the TV market in general and hi-tech TV market in particular become very hot due to the appearance of a number of new TVs, including LCD TVs of famous brands such as Samsung, Panasonic, Sony, Sharp, and LG, etc Initially, LCD TVs was imported into Vietnam by electronic manufactures with the purpose of introducing hi-technology and setting themselves apart from competitors However, after a short period, this line of products gained consumers' attention and made significant in roads into the TV market in Vietnam LCD TV now makes up nearly a quarter of the market and demonstrates its advantages over other technical products thanks to its superior bandwidth than other TV technologies and its reasonable price for most consumers Historically, a TV using cathode ray tube was considered the most famous technology to give an ideal picture in terms of color, image and wide view angle Most important of all was affordable its price for most customers However, It had two weaknesses: its weight and its bulks, which limited its size to 36" display larger than this was impractical ii The main advantage of LCD TV is its "model" body The thickness of a 40" LCD display is only about 10 cm while an ordinary 21" CRT display is five times as thick as an LCD, so, an LCD will take up less space LCD display is also recognized to not cause eyestrain or electromagnetic radiation like traditional CRT displays Another advantage is its resolution In the era of high resolution HDTV, high definition (at least 1,280 x 720 pixels) is a necessary requirement Most LCD TVs in the market have resolutions of 1,366 x 768 pixels or higher Moreover, there are more products of million pixel, or Full-HD, Display (resolution up to 1,920 x 1,080 pixels) in the market Together with high resolution, each LCD TV also provides 2-3 high-definition HDMI ports to connect to appropriate source components such as a Blu-ray disk player, HDTV decoder, or next-generation play station To take over a quarter of the cake of the TV market in Vietnam, branded electronic manufactures as Samsung, Sony, Panasonic or LG, etc… are applying their own strategies For this large segment, Samsung seems to have an advantage since its products have reasonable prices with high quality In contrast, Bravia LCD TV series of Sony Vietnam is now facing with tough competition from other TV manufacturers Therefore, in this dissertation, the author will discuss the Marketing environment for Bravia TVs of Sony Vietnam as well as the marketing-mix being adopted by the Company with the purpose of identifying existing weaknesses and recommending solutions to improve marketing-mix for this product line, so that it may compete more effectively with other products in LCD TV market in Vietnam in 2012 iii TÓM TẮT MỘT SỐ GIẢI PHÁP ĐỂ HOÀN THIỆN MARKETING HỖN HỢP CHO DÕNG SẢN PHẨM TIVI LCD BRAVIA CỦA CÔNG TY SONY VIETNAM NĂM 2012 Vũ Xuân Tùng Học viên MBA, 2009 – 2011 Khoa Quản trị kinh doanh, Đại học Quốc gia Hà Nội Giảng viên hướng dẫn: Tiến sĩ Trần Đoàn Kim Tháng 07/2012, 102 trang Trong năm gần thị trường tivi nói chung thị trường tivi cơng nghệ cao nói riêng trở nên nóng xuất nhiều chủng loại tivi mới, bao gồm tivi sử dụng cơng nghệ LCD thương hiệu có tên tuổi Samsung, Panasonic, Sony, Sharp LG Ban đầu tivi LCD nhập vào Việt Nam với mục đích giới thiệu cơng nghệ chứng minh mạnh hãng sản xuất tivi Tuy nhiên sau thời gian ngắn sản phẩm người tiêu dùng ý đến thành công việc xâm nhập vào thị trường Việt Nam Sản phẩm tivi LCD chiếm lĩnh phần tư thị trường chứng tỏ lợi cơng nghệ nhờ có bâng thơng rộng có giá hợp lý cho phần lớn khách hàng với sản phẩm tivi sử dụng công nghệ khác Trước tivi bóng đèn hình biết đến nhiều sử dụng công nghệ cho chất lượng hình ảnh lý tưởng màu sắc, hình ảnh góc nhìn rộng Quan trọng cả, giá thành phải so với đại đa số người tiêu dùng Tuy nhiên tivi sử dụng công nghệ sớm bộc lộ hai điểm yếu: ngoại hình cồng kềnh với hình khơng thể lớn 36 inch chúng nặng iv Lợi tivi LCD độ mỏng ngoại hình Phần dày hình tivi 40 inch khoảng 10 cm hình CRT 21 inch có độ dày gấp năm lần độ dày tivi LCD tivi LCD tiết kiệm nhiều diện tích Màn hình tivi LCD công nhận không gây đau hay mỏi mắt cho người xem so với hình CRT truyền thống Một lợi độ phân giải hình Trong kỷ nguyên truyền hình số sử dụng công nghệ HD cho độ phân giải cao (tối thiểu 1,280x720 điểm ảnh) yêu cầu bắt buộc Phần lớn tivi LCD thị trường có từ 1,366x768 điểm ảnh hay cao Tuy nhiên, thị trường có nhiều sản phẩm lên tới hai triệu điểm ảnh hay gọi full-HD, hình với độ phân giải lên tới 1,920x1,080 điểm ảnh Cùng với độ phân giải cao, tivi LCD tích hợp đến cổng kết nối HDMI để kết nối với thiệt bị số khác đầu đĩa Bluray, máy quay HDMI hay hệ máy điện tử cầm tay Để chiếm phần tư miếng bánh thị trường tivi Việt Nam, hãng sản xuất tivi tên tuổi Samsung, Sony, Panasonic hay LG áp dụng chiến lược riêng họ Trên phân khúc Samsung dường chiếm ưu sản phẩm hang có thiết kế bắt mắt với giá thành hợp lý Ngược lại, sản phẩm tivi LCD Bravia Sony phải cạnh tranh khốc liệt với hãng sản xuất khác Do đó, luận văn này, tác giả phân tích mơi trường Marketing sản phẩm tivi LCD Bravia công ty Sony Việt Nam với chiến lược Marketing hỗn hợp mà cơng ty áp dụng để từ nhận diện điểm yếu tồn đề xuất giải pháp để hoàn thiện chiến lược Marketing hỗn hợp cho dòng sản phẩm hi vọng cạnh tranh hiệu với sản phẩm loại nhà sản xuất tivi khác năm 2012 v TABLE OF CONTENTS Hanoi – 2012 i ACKNOWLEGEMENT i ABSTRACT ii TÓM TẮT iv TABLE OF CONTENTS vi TABLE OF FIGURES x INTRODUCTION 1 Reasons to choose this topic Objectives of the Study Subjects and Scope of the Study Methods of study and process of data Significance of the Topic: Structure of the Thesis: CHAPTER 1: LITERATURE REVIEW 1.1 Overview of Marketing 1.1.1 The Formation and Development of Marketing 1.1.2 Definitions of Marketing 1.1.3 Concepts of Marketing 1.1.4 Role of Marketing 1.2 Marketing Environment 1.2.1 Political and legal environment 1.2.2 Economic and Demographic environment 10 1.2.3 Cultural - Social environment 11 vi 1.2.4 Technological and Natural environment 11 1.3 Target Market Identification 12 1.3.1 Concept of market: 12 1.3.2 Market Classification 12 1.4 Positioning 14 1.4.1 Definitions 15 1.4.2 Positioning methods 16 1.4.3 Stages of market positioning: 17 1.5 Marketing-mix 17 1.5.1 Product strategy 18 1.5.2 Price strategy 19 1.5.3 Place (distribution) strategy 21 1.5.4 Promotion strategy 22 1.6 The relationships between product and other remaining factors of Marketing- mix: 26 Chapter 2: ANALYSIS OF MARKETING ENVIRONMENT AND CURRENT SITUATION OF MARKETING-MIX FOR BRAVIA LCD TV SERIES OF SONY VIETNAM 28 2.1 General introduction of Sony Vietnam 28 2.1.1 Overview of the Company 28 2.1.2 Objectives and Purposes of the Company 28 2.1.3 Main products of the Company 29 2.1.4 Activities and Sale performance of Bravia LCD TV Series .29 2.2 Target markets of Sony Vietnam: 31 2.3 Analysis of Marketing environment of Sony Vietnam 32 vii 2.3.1 Macro-environment 32 2.3.2 Micro-environment 35 2.4 Analysis of product positioning strategy of Bravia LCD TV: 41 2.5 Analysis of current situation of Marketing-mix for Bravia LCD TV Series of Sony Vietnam: 46 2.5.1 Product 49 2.5.2 Price 50 2.5.3 Distribution 52 2.5.4 Promotion 57 Chapter 3: SOME SOLUTIONS TO THE MARKETING MIX PLAN FOR BRAVIA LCD TV SERIES OF SONY VIETNAM IN 2012 62 3.1 Development orientations and objectives of Sony Vietnam 62 3.1.1 Development orientations: 62 3.1.2 Marketing objectives of Sony Vietnam 62 3.2 Some solutions of Marketing-mix plan for Bravia LCD TV Series of Sony Vietnam 63 3.2.1 Product: 63 3.2.2 Price: 65 3.2.3 Place/Distribution: 68 3.2.4 Promotion 71 3.2.5 Some support measures: 75 3.3 Marketing Action Plan from June to December, 2012 76 3.3.1 Objectives 76 3.3.2 Sales Activities 76 3.3.3 Promotional program 78 viii 3.3.4 Marketing Budget 83 CONCLUSION 88 LIST OF REFERENCES 89 LIST OF APPENDICES 90 ix According to statistics, only 28 out of 300 respondents (9.3%) said that CRT TV gives the most realistic and sharpest images; 32.7% selected Plasma TV while 58.0% chose LCD TV In fact, CRT TV is the type to give the most realistic and sharpest images compared to Plasma and LCD So, information on quality of image of various types of TV has not been perceived by consumers correctly Respondents' perception of price of TVs:  CRT TV: According to statistics, there are 248 respondents (82%) saying that CRT TV has the cheapest price among three types This is true since CRT TV has the oldest technology and most popularity to consumers Valid Highest Medium Lowest Total Cao Trung bình Thấp  Plasma TV: According to the above statistics, there are 215 respondents (71.7%) saying that Plasma TV has the second most expensive prices among the three types 94 Valid Highest Medium Lowest Total Cao Trung bình Thấp  LCD TV: For LCD TV, there are 177 respondents (59%) saying that it has the most expensive price This is true since LCD TV uses the most modern technology; hence, it has higher cost price Valid Highest Medium Lowest Total 95 Consumers know about Bravia LCD TVs from: News Advertisement Stores Acquaintances Web According to above table, consumers knew about Bravia LCD TV the most from advertisements on newspapers and TV (47%), product display stores and electronic supermarket (37.7%) and finally, reportage, website of the company and acquaintances That fact was thanks to the company's focus on investment, advertisement and promotion on the newspapers, television and product display stores Respondents' assessment of quality of Bravia LCD TVs: Valid Very good Good Acceptable Unacceptable No comment Total Missing System 96 80 70 60 50 40 30 20 10 Rất tốt Looking at the chart, it is easy to see that most of respondents giving their opinion on quality of Bravia LCD TVs said the quality is "very good" (71 out of 202) and "good" (76 out of 202) while only 26 respondents said that the quality is acceptable and 01 said that the quality is unacceptable with 28 no opinion responses, perhaps because they haven't used the products yet Respondents' assessment of price of Bravia LCD TVs: Very Valid expensive Expensive Reasonable No comment Total Missing Total System 97 100 80 60 40 20 Rất đắt Đắt Hợp lý Không ý kiến According to the survey, it is indicated that most of the respondents said that the price of Bravia LCD TV is "very expensive (60 out of 204) and "expensive" (92 out of 204) Whereas, none of them said that the price of Bravia LCD TV is "cheap" but only 34 of them said the price is "reasonable” and 18 gave no answer This indicates that most consumers may find prices unattractive and this reduces the effective demand for the Bravia LCD product line Assessment of strengths of Sony's TVs: Image SI Strength II Strength III Strength IV Missing System 98 120 100 80 60 40 20 Mạnh IV Looking at the table and figure, we can see the most strength of Sony's TVs in respondents' opinion is beautiful image and color (116 respondents) while 71 respondents thought this is the second most strength In fact, it can be said that Sony's TV compared to products of other firms deliver more outstanding images and colors Sony LCD TV’s nd strength according to the survey is its durability with 102 respondents while the ratio for Samsung’s product is 89 respondents It is true that durability is well-known as the strength of Sony's TV products since many of them have been used for decades by many households but always show great unchanging images, colors and sound Next, 64 selected high technology as the second most strength and 52 selected it as the third most strength since Sony is a reputable firm, a leader in researching and applying new technologies Finally, the mostly selected th strength was reasonable price (with 64 respondents) Most of the respondents gave opinions that price of Sony's TV is relatively high, however, in turn, its quality is high and that is the reason to the response of "reasonable" price In addition, brand name is also considered an th important factor with 62 respondents to select it as the strength of the Company since they believe in the product quality of a reputable brand name for years 99 Favored promotional activities: Most favored Favored Fairly favored Not favored Looking at the table, it can be seen that among promotional activities, the consumers are most favored with direct promotions offered for purchased products (201 respondents), and Lucky Draw is the activities mostly unfavored by them (153 respondents) This fact is because of consumer's preference of personal and realistic benefit by direct price discount on products to lucky draw as its probability of winning is low For "Gifts", the number of respondents is the second highest with 187 persons and "Scratch" has the third most number of selections with 155 persons Favored location of buying a TV Valid Sony shop Daily Electronic supermarket Total Sony shop Daily Siêu thị điện máy 100 From the Figure, it can be seen that most of consumers like to purchase a TV in major electronic supermarkets (123 out of 300 respondents or 41%) The reason is that in purchasing in large supermarkets, they will have the opportunities to compare and select among TV products of various firms and consult the opinion of salespersons of the supermarkets The second favorite location is display stores of Sony with 92 respondents, or 30.7% For those who believe in and select Sony brand, the most ideal place to purchase a TV is a display store of the company since this place is always decorated and arranged nicely, exclusively and attractively, reflective to their class, and offers a polite, professional, and passionate service attitude of the sales force Distribution agent is another choice of respondents (85 out of 300, or 28.3%) in addition to display store thanks to a broad network of distribution agents all over the country, especially in large cities, making it convenient for the consumers 10 Valid Expectations from Bravia LCD TV Series: Nice design Many models Larger Slimmer Multi-functions Lower price Durability Total Missing Total System 101 Kiểu dáng đẹp Nhiều mẫu mã To Mỏng Nhiều chức Giá hạ Bền From the figure, we can see that most of respondents desired a Bravia LCD TV with high durability (22%) This is certain since value of LCD TV products is very high; consumers tend to expect higher use life to worth their investment Moreover, Sony's TVs are always well-known for their high durability, so, most of people will expect the same from a product of Sony The feature that customers expect the second most from a Bravia LCD TV is a more beautiful design that is suitable to its exclusive design and living space This feature was selected by 18% of respondents This fact should be considered really carefully in comparing the design of Bravia LCD TVs with those of other firms, since Sony's designs are not really outstanding and unique enough to persuade the customers immediately reach their purchase decisions The next two factors each account 16% of opinion are that they expect Sony to introduce a LCD TV having larger screen and more functions These demands are reasonable since customers' needs and preferences are becoming more and more diversified, the company must adapt its products to remain competitive in the market The expectation that price of Bravia LCD TVs will be reduced also accounts for a large percentage (14.7%) Customers always desire for selling price reduction and the every company tries to realize this to increase their sales and expand its market share The questions are that when to reduce the price, how much to reduce and how to reduce, etc so that a company still maintains a sustainable profit margin as required by the shareholders 102 ... other products in LCD TV market in Vietnam in 2012 iii TÓM TẮT MỘT SỐ GIẢI PHÁP ĐỂ HOÀN THIỆN MARKETING HỖN HỢP CHO DÕNG SẢN PHẨM TIVI LCD BRAVIA CỦA CÔNG TY SONY VIETNAM NĂM 2012 Vũ Xuân Tùng... lại, sản phẩm tivi LCD Bravia Sony phải cạnh tranh khốc liệt với hãng sản xuất khác Do đó, luận văn này, tác giả phân tích mơi trường Marketing sản phẩm tivi LCD Bravia công ty Sony Việt Nam với... of Marketing environment and current situation of Marketing- mix for Bravia LCD TV Series of Sony Vietnam Chapter 3: Some solutions to the Marketing- mix for Bravia LCD TV Series of Sony Vietnam