Marketing strategy of hatra vietnam

Master Thesis BY DO MANH HUNG MARKETING STRATEGY OF HATRA VIETNAM FOR DISTRIBUTION ACTIVITY OF PERSONAL AND FAMILY CARE PRODUCTS HANOI, AUGUST 2018 VIETNAM NATIONAL UNIVERSITY, HANOI – INTERNATIONAL SCHOOL NANTE UNIVERSITY, FRANCE Master Thesis MARKETING STRATEGY OF HATRA VIETNAM FOR DISTRIBUTION ACTIVITY OF PERSONAL AND FAMILY CARE PRODUCTS Major: MASTER OF MARKETING AND PROSPECTIVE Supervisor: Dr Đao Tung Student: Do Manh Hung Corhort: 2016-2018 HANOI, AUGUST 2018 ii TABLE OF CONTENT COMMITMENTS vi ACKNOWLEDGEMENTS vii PART I INTRODUCTION 1.1 Reason for choosing the topic 1.2 Research purpose, area of research, and research questions: 10 1.2.1 Purpose of the research: 10 1.2.2 The area of research 10 1.2.3 The research questions 11 1.3 Basic arguments of the research 11 1.4 Theoretical framework 11 1.4.1 Definitions 11 1.4.2 Theoretical framework 11 1.5 Research method 12 1.6 Data analysis 12 1.7 The limitations and structure of the research 12 PART II OVERVIEW OF HATRA VIETNAM 14 PART III THEORY OF MARKETING STRATEGIES FOR DISTRIBUTION ACTIVITY 19 3.1 Definitions 19 3.2 Market research 23 3.2.1 Research on customers and purchase behavior of customers 24 3.2.2 Research on goods 24 3.2.3 Determination of the size and characteristics of the market 24 3.3 Analysis of business environment 24 3.3.1 Macro environment analysis 24 3.4 SWOT analysis 27 3.4.1 Strengths 27 3.4.2 Weaknesses 27 3.4.3 Opportunities 28 3.4.4 Threats 28 3.4.5 Strategic combinations of S-W-O-T 28 3.5 The role, basic objective and contents of the marketing strategy 29 iii 3.5.2 The basic contents of the marketing strategy 30 3.5.3 The roles of marketing strategies to the business 30 3.6 Some typical marketing strategies 31 3.6.1 Marketing strategy based on competitive position 31 3.6.2 Marketing strategy by development strategies 31 PART IV THE REALITY OF MARKETING STRATEGIES OF ENTERPRISES IN DISTRIBUTING FAMILY AND PERSONAL CARE PRODUCTS IN VIETNAM 32 4.1 The reality of market research and market segmentation of companies in the industry 33 4.1.1 Analysis and evaluation for market research activities and selection of target market 33 4.1.2 Market segmentation analysis 33 4.2 Analysis and evaluation of Hatra Vietnam's Marketing-Mix strategy 34 4.2.1 Product strategy 34 4.2.2 Price strategy 34 4.2.3 Distribution strategy 35 4.2.4 Promotion strategy 36 4.3 Analysis of the business environment of the company 38 4.3.1 Macro environment analysis 38 4.3.2 The company’s internal environment analysis 39 4.4 SWOT analysis (SWOT matrix) 41 4.5 Overall assessment of Hatra Vietnam's marketing activities 42 4.5.1 Assessment of the financial status and business performance of Hatra Vietnam 42 4.5.2 Advantages 42 4.5.3 Disadvantages 43 4.6 Competitor analysis 43 4.6.1 Distribution system Bubchen products: 44 4.6.2 Product distribution system of BabyCare 45 4.6.3 Unilever 46 4.6.4 P&G 46 4.6.5 Other competitors 47 4.7 Research on market strategies 47 4.7.1 Customer research 47 4.7.2 Product research 49 4.7.3 Scale and characteristics of personal and family care products market 49 iv PART V: PROPOSAL TO PROMOTE HATRA VIETNAM’S MARKETING ACTIVITY AND IMPROVE MARKETING STRATEGY FOR HATRA VIETNAM 52 5.1 Mission, Vision, Core Values and Business Philosophy 52 5.2 The objective of Hatra Vietnam's marketing strategy for distribution of personal and family care products 53 5.2.1 Target market of Hatra Vietnam 53 5.2.2 The goal of the strategy 53 5.2.3 Implementation of the marketing strategy of the company 54 5.3 Development orientation of Hatra Vietnam in the coming time 56 5.4 Solutions to develop and expand marketing activities of Hatra Vietnam 57 5.4.1 Proposal for market research and selection of the target market for the company 57 5.4.2 Proposal to enhance sales distribution channels 59 5.4.3 Proposal for promotion, sales support solusions 60 5.4.4 Customer care 61 CONCLUSION 62 REFERENCES 64 Appendix 65 v COMMITMENTS I pledge that the ideas, content and suggestions in this report are the result of studying, researching and acquiring knowledge from the instructor, and lecturers of the International Faculty of Vietnam National University Hanoi and Nantes University - French Republic All figures and tables in this topic are the result of the data collection, analysis and evaluation process based on the knowledge and experience of the author himself through the studying, not the copy or duplicate of previous researched topics Above is the commitment of the author to the contents, ideas and suggestions of t his report vi ACKNOWLEDGEMENTS I would like to thank the lecturers of Internati faculty of the International School of Vietnam National University Hanoi and Nantes University - French Republic for providing the basic knowledge as the foundation for my research in the graduation report, as well as in work and life I am truly grateful for the scientific and practical contributions to this report from Hatra Corp.'s Board of Directors Their comments and suggestions helped me understand and appropriately apply the rationale to my research about the marketing strategy for Hatra Vietnam I would also like to express my gratitude for the support and contribution of lecturers from the International School of Vietnam National University Hanoi, and their cooperation with Nantes University - French Republic, which gave us a good learning and science researching environment In particular, I would like to send my sincere thanks to Dr Dao Tung who, with great responsibility, has devoted his time and effort to guiding me to complete this report vii LIST OF TABLES AND FIGURES Table Introduction to the capital investment of Hatra Vietnam 15 Table 2 Sales and profit of Hatra Vietnam in recent years (million USD) 16 Table Product portfolio of the company 16 Table Product portfolio of the company 17 Table Revenue structure by Hatra Vietnam (million USD) 17 Table The development of the distribution system of Hatra Vietnam 18 Table Performance of SWOT matrix of Hatra Vietnam 41 Table 4.2 Sales and profit of Hatra Vietnam in recent years (million USD) 42 Table The development of the distribution system of Hatra Vietnam 55 Fingure Marketing strategy 19 Figure Direct distribution channel 35 Figure Indirect distribution channel 35 Figure Bubchen’s German imported products 44 viii PART I INTRODUCTION With the ever changing business environment, and harsh competition, each enterprise needs to find a proper way to keep pace with the process of international integration, constantly improving its position in the market Along with the growth of the national economy, Hatra Vietnam has achieved a lot of success in a changing and challenging environment Hoping to contribute to finding a way to retain Hatra Vietnam's position in the future, the author has selected the report topic "Marketing strategy of Hatra Vietnam for distribution of personal and family care products" Having analyzed the macro environment, and competitors, opportunities, as well as the general straties and marketing objectives of Hatra Vietnam, the report would further find the right marketing strategy, and propose the action plan to help Hatra's personal and family care products to be well imported and distributed to achieve high sales, maintain a strong position, continuously grow and expand its market 1.1 Reason for choosing the topic From a certain point, the question is "What business are you in?" Marketing experts think the answer is varied and crucial to determining your strategy The process for getting the answer to the aforementioned question is useful for managers when allocating resources, thinking about future directions, and evaluating different performance indicators The first step is examining the needs, desires of customers, and the benefits drawn from competing products and services The second relates to market segments and the way companies choose to serve different customer groups or seperate customer groups (an important strategy) The third step involves technology and how it can meet the needs of the customer The fourth step is choosing a point in the value chain as well as deciding how to compete Marketing strategies exist at three different levels At the company level, marketing provides invaluable inputs for future opportunities It brings deep understanding to answer the question What business are we doing? And more importantly, marketing helps answer the question: What business should we do? At the business level, marketing combines with other departments’ strategies to provide products and services to the market and hopefully would gain long-term competitive advantage At the third level, marketing strategies include the marketing plan as well as the implementation and keeping control of the impact of the existing marketing efforts Simply put, segments must be carefully selected and clearly defined, proposals should be positioned, products and distribution channels must be developed and marketing communications plans must be implemented From the above problems, acknowledging that building a marketing strategy for a company is crucial, which responds to the requirement of business development and international integration trends, the author selected the topic of “Marketing strategy of Hatra Vietnam for distribution of personal and family care products" The study will provide relevant information and recommendations on marketing strategies for Hatra Vietnam in general and for the distributing acitivity of imported personal and family are products in particular 1.2 Research purpose, area of research, and research questions: 1.2.1 Purpose of the research: The general purpose of the research is to study the theoretical and practical basis for developing the marketing strategy of consumer goods distribution enterprises On that basis, recommendations on marketing strategies for Hatra Vietnam and other companies in the industry will be given The topic is studied for the following purposes: - Study the theoretical basis on the role and objectives of developing marketing strategies The topic will focus on two main issues: why businesses need to develop marketing strategies, and the rationale and objectives of the business - Research the marketing strategy of the current businesses, especially the specific strategies of Hatra Vietnam, the constraints and reasons of the existing development of marketing strategies - Assess the current status of Hatra Vietnam's marketing strategy - Finally, the report will provide recommendations on Hatra Vietnam's marketing strategy for the distribution of imported personal and family care products 1.2.2 The area of research This report is a result of the research on units of Hatra Vietnam in the distribution system of imported personal and family care product The focus is on marketing strategy The data used in the report is taken from official sources and the results of several customer surveys conducted in distribution systems in Hanoi and Ho Chi Minh City Proposals and solutions are for the period until 2022 10 Altapharma These brands are deeply ingrained into the perception and are supported by Vietnamese consumers The company's products are widely known all over the country and its branches, wholesale agents and retailers grow rapidly While in 2011, the company had more than 500 agents distributing both wholesale and retail nationwide, within years this number has increased nearly times, reaching over 3,000 distribution units, forming a wide distribution network across the country The company's products have come to the consumers all over the country Sales of these items also increased (about 20-35% per year) and the growth rate of the company's market share is also remarkable with share growth of over 3% per year To achieve these results, the company has made its strong marketing strategies from its inception to 2017 with very clear goals and measures In short Hatra Vietnam is one of the few highly professional retail distributors in Vietnam, so there are many policies that other retailers need to learn from At Hatra Vietnam, however, there are still issues that can incur in the increasingly fierce competition of today, especially in terms of being dynamic and adaptable to the ever developing market 51 PART V: PROPOSAL TO PROMOTE HATRA VIETNAM’S MARKETING ACTIVITY AND IMPROVE MARKETING STRATEGY FOR HATRA VIETNAM 5.1 Mission, Vision, Core Values and Business Philosophy MISSION, VISION, CORE VALUES AND BUSINESS PHILOSOPHY Mission With the aim for "PRESTIGE - QUALITY", Hatra Vietnam is committed to providing consumers with the highest quality products with all the respect, love and highest responsibility for people's lives and the society Vision To become a symbol for "Products for every family" in terms of personal and family care products such as skin care, personal care, family health care and for the best sake of community Core values Integrity: Integrity, Honesty in conduct and in all transactions Respect: Self respect, respect colleagues, respect the company, respect the partners Cooperation for development Equity: Equal and fair with employees, customers, suppliers and transparency with other stakeholders Compliance: Compliance with laws, code of conduct and regulations, policies of the company Ethics: Respect standards that have been established and act in a consistent manner Enhance corporate culture Community: Care for the environment, health and safety Business PRESTIGE: Hatra Vietnam aspires to be the most favored company that philosophy provides the consumer products in every region and territory So we think that quality and creativity are the companions of Hatra Vietnam The company is committed to meet all needs of customers QUALITY: We are always responsible to our customers by diversifying our products and services, assuring quality, being environmental friendly at competitive prices, respecting business ethics and obeying the law CUSTOMER SATISFACTION: Hatra is always customer-centered in every activity The products, services as well as the business process of the company are oriented to customer needs 52 5.2 The objective of Hatra Vietnam's marketing strategy for distribution of personal and family care products 5.2.1 Target market of Hatra Vietnam The long-term development orientation of the company is to develop in a sustainable manner, focus on the development of core value which is service quality to attract and retain customers, so that the brand has a real place in customers, and get more and more loyal customers, rather than focusing on attracting customers with attractive promotions, but in the end there are no loyal customers Therefore, Hatra's target customers are those having stable income, about million VND / month or more, and put the quality of products and services first, not prices and promotions Business goals are set in accordance with the development orientation of the company In the near future (from 2018 to 2022), Hatra Vietnam is aiming to maintain its Top 10 position in the personal and family care products retail sector and expand to more specialized system of health care, personal and family care products in big cities The goals include the following specific objectives: Continue to increase the number of customers: In particular, attract new customers and provide new services to old customers so that they are more satisfied This will gradually increase the number of customers, especially loyal customers This goal is equivalent to promotion activities and continuous improvement of service quality Increase the average number of transactions: Increase the average number of transactions or average transaction value per customer to increase the company's revenue This is a higher level after increasing in the number of customers, because consulting to increase the average number of transactions is much harder than that to increase the number of customers This goal is equivalent to enhancing the sales force further, while promoting the exploitation of suppliers to diversify product portfolio Increase the number of frequent purchases of regular customers: This goal is equivalent to furthering customer care (such as by phone, email) and regularly launch incentive programs specifically for regular customers Develop specialized sales chains in major cities and distribution systems throughout the country 5.2.2 The goal of the strategy - Occupying about 10 - 15% market share in Vietnam market for the supply of imported personal and family care products - Annual sales growth rate for these products reaches about 20-25% - Access to middle-income and upper-middle income customers in Vietnam 53 - Step by step, along with strategic partners that are large corporations like Bitburger and Rossmann, seek to adapt, "Vietnamisation of the products produced and distributed by the company” - Make consumers feel and appreciate the company's products more than the same products on the market 5.2.3 Implementation of the marketing strategy of the company In fact, through the company’s strong deployment and implementation of its marketing strategy since distributing multinational products, it has really made many Vietnamese businesses truly astounded by the pace and scale One may have many criteria for evaluating this situation However, generally, the implementation of Hatra Vietnam Marketing Strategy can be evaluated through specific indicators as follows: The first target is about the price The goal is to reach the majority of Vietnamese consumers and to occupy as much as possible the market share of personal and family care products in the market, since the operation to date The company has implemented flexible pricing policies in line with market volatility, competitors' pricing strategies, and and the price’s decreasing trend According to unofficial statistics, the average annual price of personal and family care products falls by around 7-9% and there are times when the company discounts up to 30% the price of a product to compete and attract more and more customers to the company The second is about the products In order to achieve the strategic objectives, the company has always innovated products, always cooperate closely with partners to launch new product categories and continuously improve products If the Vietnamese did not adapt to the use of Isana in the early days when the new company newly imported and distributed in Vietnam, only a short time later, it has launched a range of other products such as Odol, Rival, etc making many Vietnamese people mistakenly believe that these brands is made by multiple companies and so if they not like a product, they can switch to other products the company without question And thinking about products of Hatra Vietnam, Vietnamese people are sure to know only "New", "Quality" because the product improvement of the company is always amazing, so they always see the new and improvement The third is about the distribution system of the company By the end of 2017, the company now has about 100 distributors and more than 3,000 stores and still continues to expand its wholesale and retail stores nationwide 54 Table The development of the distribution system of Hatra Vietnam Unit: Number of agents Year Distribution channel 2011 2012 2013 2014 2015 2016 2017 Major distributor 10 50 70 120 135 140 95 Wholesale agent 50 80 1200 200 250 270 300 500 700 1.100 1.700 2.000 2.500 3.000 Retail agent Source: Marketing Department of Hatra Vietnam With two goals that the company set for its distribution system which are always available and always available, the company's distribution system up to this point has attained both The success of deploying this distribution system in the Vietnamese market has to with the dynamics of its employees However, it is impossible to ignore the entrepreneurial spirit of the company The company is able to use the distribution agents of Tier and Tier companies as a partner of the company conveniently, without encountering any difficulty in personnel and has strengthened the distribution system Any marketing policy related to the distribution system set by the company is done by the company's agents throughout the country smoothly Fourthly, advertising the products of enterprises on the mass media impressed strongly in the minds of Vietnamese consumers Advertising of personal and family care products is carried out on selected media from printing posters, posters, leaflets and company letters to their clients through a team of enthusiastic collaborators and employees The frequency of printing leaflets since the company operates in Vietnam is once every weeks across all cities in the country This is a very large number, showing the financial potential as well as the efforts of the company In addition, the company is very successful in attracting customers towards them by giving them the chance to try out free gifting activities across all major cities nationwide These programs are regularly conducted by the company, usually after the launch of new and improved products In summary, the implementation of Hatra Vietnam's strategy is carried out sequentially and conducted in a speedy and unobtrusive manner for Vietnamese enterprises All work in the implementation of the strategy is carried out and coordinated in a perfect, rhythmic way, which supports and promotes the other activities of the campaign with a common goal of successful achievement of the strategy’s goals 55 5.3 Development orientation of Hatra Vietnam in the coming time In the face of competitive challenges, Hatra Vietnam maintains its strengths and further develops its business strategies, particularly marketing activities, market expansion, market research and the creation of new, effective distribution channels Strengthen relationships with distribution companies and agents Take wholesaling through commercial representatives to find the customer as the main method Consumers of consumer goods must be the entire urban population, and farmers in the provinces Business must comply with the law, goods must be of good quality to meet the basic needs of people, not merely follow the profit alone The business activities of the company need to determine with a target and destination to head for The goals that the Company can pursue are:  Leading in market share Hatra Vietnam pursues a strategy of maximizing market share because it believes that long-term returns will be achieved through increased efficiency by scale To achieve this goal, Hatra Vietnam has to make the lowest possible price, gain great market share and reduce costs This goal is appropriate when, firstly, market share is very sensitive to price and low price will stimulate more market share, and secondly, production and distribution costs decrease with the accumulation of work, and thirdly, the low price will stimulate actual and potential competition  Leading in quality Hatra Viet Nam is the importer of, mostly, consumer goods from key markets in Europe such as Germany, France, Switzerland; and diverse markets such as Japan and Korea The company has been aiming to become a market leader in product quality A strategy oof high quality, high price will give the company high profit margin  Creating competitive advantages In order to protect its position or further enhance its position, the company can achieve its goal of creating a competitive advantage, with special tools such as products, distribution channels, services or the creation of entry and competition barriers 56 5.4 Solutions to develop and expand marketing activities of Hatra Vietnam 5.4.1 Proposal for market research and selection of the target market for the company Integrated market research The company needs to incorporate several different methods such as surveys, referrals, interviews (direct research), advertising exhibitions to capture the market information needed for a particular product in terms of consumption, from which to find and make the best out of opportunities The company can conduct market research in two following ways:  Overall market research By analyzing the market size and market structure by the method is tabulating and grading to find the potential market of the company on the basis of analytical process results The content of this research method is to study areas A, B, C, D according to standards: sales, prices, habits, competition, etc for a maximum of 10 points Finally, choose the one with the highest total score The essence of this method is through comparing several markets to select one or several promising markets for the company's business After the overall market research the company has to answer the following three questions: + Which is the most promising market for the company to business? + What is the selling potential of the company in the market? + What is the policy to promote sales?  Detailed market research: Reaseaching the customs, habits and consumer characteristics will provide the company with information on consuming and purchasing motivation, consumer demand, habits and preferences to define the appropriate amount to bring to market Through this research the company also knows that the income of the population to provide consumers products with corresponding prices, types suitable for people's income, not only in urban but also in rural, remote and isolated areas Through detailed market research, the company has to answer questions: + What customers buy? + Why customers buy? + Who buys? + How much customers buy? And How they buy? + Where customers buy? 57 At the same time, the company must find what hinders consumer spending to find ways to adapt or influence The target of this step is to provide highly reliable information that is the basis for decision making and selection of product alternatives, promotion options, sales methods, pricing policies and market penetration timing options The results of market research will help the company reach market efficiency, make sure the company sells only what the market needs, not what the company has and step by step satisfy the consumer demand Market research method mainly collects intuitive information and information through communication with business leaders, traders and consumers The most commonly used method of investigation is exploration Due to the high cost and complexity of the market research method, the company needs to consider and prepare well before making sample questionnaire The results of overall and detailed market research will provide direct information for the company to segment the market Market segmentation research of Hatra Vietnam This is a detailed step of research, exploitation and development of the market, as consumer market is very large and the company can not satisfy all the market segments At the same time, the research on the identified market products shows that there is a difference among the potential customer segmentation regarding the behavior of the demand Therefore, in order to take the best of the potential market, the company has to set up different parameters for suitable marketing mix to best satisfy the market demand and and increase the market share of the company In this research activity, the company needs to collect specific data on the number of enterprises producing and distributing goods of the same kind and type of business, so that to classify and determine the level of competition market Plan to create distribution channels smoothly, covering the market widely and densely At the same time, analyze the strengths and the sales ability of the company, whether the company can meet the demand of customers? Are there any competitors? Then the company identifies the best market that the company can cover Market segmentation is meant to define the overall market into smaller, structured market dimensions with information, characteristics and consistence in all aspects: income, habits, gender The market segmentation analysis of the company must identify: the potential market and the key market segments for the product and the company's business field; the strengths and sales capabilities at different the market segments 58 The company needs to differentiate marketing policy to exploit and satisfy demand of market segments? Market segmentation will help the company meet the needs of consumers at different levels of income and social classes The market of the company should segmented by geographic and income: Segmenting by geographic region, there are Hanoi market, Ho Chi Minh market, the North market, Central market, South market and the Mekong market From this point of view, the company needs to clearly segment for big cities, provinces and remote areas The market segmentation of the company must be conducted by income, such as low income of 3,000,000-3,500,000 VND/person/month, average income of 3,500,0004,000,000 VND/person and high income of over 5,000,000 VND/person/month For each market segment, the company needs to have an effective Marketing Mix strategy with different characteristics to leverage on and best exploit the demand, bringing about high sales and the largest market share for the company 5.4.2 Proposal to enhance sales distribution channels Decisions about the distribution channel play a very important role in business Whether the company can expand its market share or increase its sales volume depends on the right decision about the distribution channel Hatra Vietnam is a very well performing company in terms of indirect distribution channel strategy but its direct distribution channel, because of the high cost, requires a big sales force with capability to catch the customer demand when contacting with the customer and introducing the product Therefore, according to the author of this thesis, the company should continue to complete the indirect distribution channel through levels According to this distribution channel, the company plays the role of producer, importer and general contractor providing goods to distributors, goods are then distributed by distributors in two channels: wholesale agents in large numbers (distributor's first-class agents), and to retailers (these retailers can go to buy the company's products from wholesale agents) The network of retailers is organized throughout the market, of great number and is responsible for the final sale, bringing the product to the end consumer Hatra Vietnam needs regular training sessions for all employees of the company as well as employees of the distributors This will help improve the level of sales staff, creating smooth synchronization of the whole distribution channel from the manufacturer to the distributors Thus, the maximizing revenue will be efficient, high profit will be gained, and the market share of the company will be expanded 59 5.4.3 Proposal for promotion, sales support solusions The tools include: Advertising that supports sales, pulls customers to points of sale, public relations, and personal sales Each tool has its advantages and disadvantages so the company should continue to use the combination of all four tools and improve them * Advertising: As the target market of the company is in the rural, remote areas where the people have low education level and low income, consumers access advertising primarily through: television, packaging, radio, newspapers Therefore, the company should look for the advertising agencies to select the appropriate media and advertising capacity Companies need to increase the frequency of advertising on television to attract customers * Sales support: The Company can use tools such as: increase the volume in each unit of product without changing price or reduce the sales price during the promotion to stimulate consumers to buy products, ensure continuous maintenance of the company's capacity to avoid waste of human resources In addition, selling at promotional prices during the launch of new products will appeal to customers to buy trial products * Direct sales: Develop sales force, direct selling on the entire market throughout the northern, central, southern provinces Therefore, it is difficult to increase the effectiveness of the introduction of samples as the company needs to provide sufficient information about the products to the target customers The company should increase sales staff to ensure the goal of market expansion and development Regularly organize customer conferences Through such conferences, the company can enhance its reputation, keep current customers and attract potential customers On the other hand, through the customer conferences, the company can grasp the feedback from customers about the product quality, product packaging labeling, services provided by the company and at the same time meet and respond to the demand of the people in the most accurate and effective way Customer conferences should take place once a year and should be held at the end of the year Best serve the customers If the accountant's attitude is not good or if the customer has to wait for long to pay the bill or if there is error in the bill, the good image of the company can be haphazarded In addition, for each type of customer, we will have specific and suitable strategies For loyal customers, the company must continue to maintain and strengthen their loyalty For mixed customers, the company needs to find a 60 way to attract the customers of competitors with competitive tools For customers who are not loyal to a brand, the Company needs to build loyalty through customer satisfaction Last, for customers who have never used the company's product but will do, the company should find ways to introduce products and create the image of the company's products in their mind So for each type of customer, the Company will have an appropriate strategy to implement In the 4.0 industrial age, digital marketing is very popular and effective, especially with young people The cost of advertising is not small, but this is a long-term investment Advertising does not only benefit the company but also the wholesale and retail agents in other provinces 5.4.4 Customer care Customer care is at a stage after the customer buys the product From the marketing perspective, the company not only does marketing before selling but also marketing after sales The company not only endevours to make customers buy but also make them satisfy with the products of the company Therefore, the main purpose of customer care is to increase the level of customer satisfaction in using the company's products, create good image for the distribution brands and establish relationship to keep old customers and attract new customers 61 CONCLUSION For nearly years in operation, Hatra Vietnam has become well known and respected in the market for pharmaceuticals, beverages, especially personal and family care products That success is the combination of business strategies, sound marketing strategies, the management and monitoring of the timely implementation of the strategy, and the tireless efforts of the company In terms of the sequence of marketing, Hatra Vietnam goes through two stages: first defining the company's mission and vission, and then analyzing the company's capabilities and its business environment At both stages of corporate strategy, it focuses our analysis on consumers and focus on exploiting the habits and income of Vietnamese people as a basis for the outline of its specific goals and strategies For a company distributing products of large multinational companies, when conducting its business activities in Vietnam, it has been actively supported by the parent corporations in Vietnam in design, identification, event and brand marketing activities Hatra Vietnam, by the implementation of marketing activities at point of sale, has somewhat reduced the pressure on marketing costs The products distributed by the company are increasingly known and consumed vigorously in Vietnam When it comes to building a marketing strategy to strongly promote the company's products, Hatra Vietnam takes into account all possible scenarios, including impacts of the factors like export, import, consumer and even the competors, for its strategy Determination of measures to achieve the objectives of the company's strategy is based on thorough analysis Regarding price, the company always advocated a reduction to promote the consumption of products and encourage consumers to buy more and more products of the company Regarding the distribution system, the company advocates planning and constantly expanding From a business to distribute products through agents, the company has formed a nationwide distribution network For the R & D work, the company has cooperated with European manufacturers to research and launch high-quality and innovative products, in line with the psychology of Vietnamese people who want to consume cheap but high quality products In addition, the company also creates more and more choices for customers by launching a wide range of products that serve the same needs of the people Especially with the promotion of its products in the community through mass media, the company has 62 achieved great success The advertising activity of the company is based on the basis and rules which are: constantly and tirelessly, stimulating curiosity and attractiveness The success of implementing such measures is that the company's products are flooding the market and sales are increasing at a rapid pace In short, the formation and implementation of Hatra Vietnam's marketing strategy is a process that uses theories of business strategy and marketing strategy in a smooth and comfortable manner in the context of the market of Vietnam But the successful implementation of this strategy is based on the right direction, the professional and skilled measures of a professional distribution company and the tireless work of the staff and employees in the company 63 REFERENCES Annual reports of Hatra Vietnam years 2011, 2012, 2013, 2014, 2015, 2016, 2017 David Merman Scott (2011) The New Rules of Marketing & PR Wiley Judy Strauss (2005) E-Marketing Prentice Hall Lorrie Thomas (2010) 36-Hour Course: Online Marketing McGraw-Hill Hair, J.F Jr , Anderson, R.E., Tatham, R.L., & Black, W.C (1998) Multivariate Data Analysis, (5th Edition) Upper Saddle River, NJ: Prentice Hall Ward Hanson (2000) Principles of Internet Marketing South-Western Pub, Cincinnati, Ohio, U.S.A Ward Hanson and Kirthi Kalyanam (2006) Internet Marketing and e-Commerce South-Western College Pub Quản trị Marketing- tác giả: Philip Kotler Giáo trình Marketing bản: PGS TS Trần Minh Đạo, Nhà xuất Thống kê 10 Giáo trình nghiên cứu marketing: PGS.TS Nguyễn Viết Lâm – Khoa marketing trường Đại học Kinh tế quốc dân 11 Giáo trình Nguyên lý Marketing: Thạc sĩ Nguyễn Mạnh Tuân – Khoa kinh tế trường Đại học quốc gia Hà Nội Websites: 12 http://www.brandsvietnam.com/ 13 http://www.digitalvidya.com/blog/types-of-online-marketing-channels/ 14 http://www.marketing-schools.org/types-of-marketing/web-marketing.html 15 http://www.rossmann.de 16 http://www.bitburger – international.com 17 http://www.hatragroup.vn 64 Appendix The company’s business results in recent years: Table 1.2: Hatra Vietnam’s revenue in years Year 2011 2012 2013 2014 2015 2016 2017 Revenue 30,2 38,1 47 55 66 85 Profit 0,15 1,20 1,42 1,86 2,33 2,96 3,15 In 2018, the company would make effort to achieve the following targets: 1- Revenue target: 120 million USD - Export target: 25 million USD 2- Public budget contribution target: 3- Average income: 1,2 million USD 4.000 USD/person/year 4- Developing safe units, ensuring the stability, development of the company in the present and next years Source: Hatra Vietnam’s Marketing Department 65 ... the marketing strategy of Hatra Vietnam focuses on? The strengths, weaknesses, opportunities and challenges of Hatra Vietnam' s marketing strategy What recommendations to improve the marketing strategy. .. Overall assessment of Hatra Vietnam' s marketing activities 4.5.1 Assessment of the financial status and business performance of Hatra Vietnam Table 4.2 Sales and profit of Hatra Vietnam in recent... system of Hatra Vietnam 18 Table Performance of SWOT matrix of Hatra Vietnam 41 Table 4.2 Sales and profit of Hatra Vietnam in recent years (million USD) 42 Table The development of the