Chiến lược marketing giữ và phát triển thị phần dịch vụ chuyển phát nhanh của công ty cổ phần bưu chính viettel năm 2021 e

“Marketing strategies for Viettel Post JSC on retaining and increasing the market share of its express delivery service in 2012” I INTRODUCTION ABOUT THE COMPANY: Vietnamese name:CÔNG TY CỔPHẦN BƯU CHÍNH VIETEL Business name:VIETTEL POST JOINT STOCK COMPANY Short name:VIETTEL POST , JSC Head Quarter: No Giang Van Minh St.- Ba Dinh Dist – Hanoi, Vietnam Date of establishment: 01/7/1997 Organization: Viettel Post JSC currently owns 61 postal branches at the provincial and urban level and members including Hanoi Viettel Post JSC, Ho Chi Minh Viettel Post JSC, Vietnam Interprovince Viettel Post JSC and Cambodia Viettel Post Co Ltd The total number of staff under the company is around1500 Main services: the entrepreneur has been developing the postal delivery service in Vietnam and branching out into foreign markets with such of its major businesses as express delivery service (CPN), telecommunication (VT), stationery (VPP), newspaper publishing (PHB), inventory and forwarding (KV), etc In 2011, the company turnover and average monthly income per capita reached VND 597.5 billion (yearly increase by 38%) and VND 7.98 million respectively In addition, its post – tax profit and the profit per owners’ equity rate were VND 18.2 billion and 30.4% respectively The enterprise gained a 15% dividend yield in the same year Viettel Post JSC won the awards named Famous Brands in Vietnam Postal Industry in 2010 and Top 500 Brands in 2011 An overview on the express delivery industry: Domestic express delivery industry: Due to the trend of free market in Vietnam, there has been an increasing growth in the the number of Viettel Post’s competitors However, the enterprise is proud of the fact that it provides the best quality services in Vietnam and it is the first local entrepreneur that breaks monopoly in the postal industry With the company’s system of postal services expanding in 63/63 cities and provinces and branching into local districts and towns, the service charges of good quality for money and meeting both individual and organizations’ demands and the enterprise’s lead in applying information technology into management practices, Viettel Post commits to become the leading postal service provider in Vietnam International express delivery industry: At present, there are hundreds of global express delivery enterprises, ranging from strong multinational groups to companies of small scale 20 internaltional express delivery enterprises of worldwide high reputation are currently present in Vietnam market Viettel Post has enterd into partnership with such international firms as DHL, TNT, Fedex, etc in order to ensure that customers’ letters, documents or goods can reach other nations in the world II AN ANALYSIS OF THE EXTERNAL ENVIRONMENT Analysis of the macro - environment: a Contexts of international and domestic postal markets : The global financial crisis has brought about the reduction in the output and turnover of postal services all over the world The domestic economy is recovering but facing a great number of difficulties that directly impact production and sale activities By the end of 2011, around 50.000 domestic enterprises went bankrupt, dissolved or merging Nevertheless, international postal industry and Vietnamese postal industry in general show a tendency of development According to the economic experts, from now to 2015, the average growth rates in the turnover and output of postal services are 3% and 4% per year respectively b An overview on postal and express delivery service in Vietnam market : Major features: Vietnam market of postal and express delivery service is changing from monopoly to competition practices Up to date, 60 express delivery service providers have obtained business registration certificates while hundreds of others have not There has been a trend of forming joint ventures among enterprises Accordingly, VNPost has become agents and been in partnership with foreign fims like DHL, Fedex, UPS, TNT; HNC has cooperated with Citilink or Viettel Post plans to coordinate with Yamato Advancements in technology and techniques allowing the application of such new communication methods as email, digital signatures, etc have partially impacted the demands of postal services The needs of express delivery from organizations to families are predicted to increase Predicton on the growth rate of indigenous express delivery industry for 2012: The average growth rate and turnover of indigenous express delivery industry are estimated to be 15% and USD 450 million respectively by 2015 Year Turnover from postal services (million USD) Yearly growth rate 2009 2010 2011 2012 175.12 212.21 248 285 29% 21% 17% 15% Analysis of the micro - environment: a Domestic market share In 2011, VNPost accounted for the dominant part of the domestic market share (48.8%) comparing to that of local and foreign competitors in Vietnam However, statistics have indicated that VNPost market share has steadily reduced in the last few years This significant reduction is resulted from the increasing competition with a great deal of private, joint stock or foreign express delivery firms The domestic share of express delivery in 2011 is as follow: b International market share: For international express delivery markets, foreign – invested firms account for a dominant part which is led by DHL with 49% international market share in 2010 (equivalent to 15.67% the total turnover of domestic and international express delivery services), followed by TNT with 29% international market share in the same year (equivalent to 10.16% the total turnover of domestic and international express delivery services) These two companies gain the upper hand of capital, technology, modern management approach and free – market – policy Therefore, DHL and TNT will be the strong competitors of Viettel Post in the future III ANALYSING SWOT STRENGTHS (S): Viettel Post brand has established its reputation in Vietnam market Viettel Post is filled with ambition to become a leading postal enterprise in Vietnam The enterprise has drawn business experience for many years Its network speads over 90% of districts in Vietnam The entrepreneur has young and dynamic staff Centralised management method as per military disciplines and information technology are applied in business practices Viettel Post is under Vietnam Military Post Group That creates favorable conditions for the company to coordinate with other members in the group WEAKNESSES (W): The labour force’s qualification is poor, insufficient and unstable The infrastructure is insufficient and unstable Large management scale spreading over both Vietnam and Cambodia brings about the shortage of details and carefulness in management practices Transport capability is poor and still looking to partners Capital investment still depends on the group OPPORTUNITIES (0): The world and Vietnamese economy is recovering and developing Postal financial services and electronic commerce develop The yearly growth rate of international postal industry is – % Consumer demand increased by 10-12% The domestic market has great potential The government issues policies to promote Information technology & Communication until 2020 THREATS (T): Many new postal enterprises are heating up the competition Foreign express companies enter Vietnam due to our commitments to WTO Fuel prices increase Natural disasters, floods create difficulties for transportation Transactions via Internet are increasingly popular applied, which reduces the need for postal services S+O Focusing on exploiting the domestic market Approaching and deploying money delivery service, e-commerce Strengthening international cooperation; expanding the network both in the country and to neighboring countries Paying more attention to supporting distribution services: warehouse, transit, collection, etc W+O Restructuring the human resources Investing in construction of infrastructure and warehouse Promoting investment in special vehicles and equipments Increasing capital efficiency and ability of accumulation Developing agent system to expand distribution channel W+T Looking for solutions to save costs due to pressure of price competition Doing transportation services for other delivery companies which don’t have their own network as a colleting partner The brain drain: reinforcing policies to attract talents and retain qualified personnel Transport capacity does not meet the market requirements: focus on cooperation with other transporters who are exploiting the market IV TO PROPOSE MARKETING STRATEGY To identify the target markets: The market awareness, in other words, customer identification in each market segment is very important in identifying and assessing the market size and the customer’s needs for delivery services For Vietnam delivery market, customer base includes individuals, enterprises, and state agencies: Individual customers (end consumers): These customers use the service to meet their individual needs They often use just basic ones Individual customers accounted for the largest number; their needs and tastes are also varied The volume of the services depends on the population (customers) Vietnam’s current population is the 3rd in Southeast Asia after Indonesia, Philippines and is ranked 13th among the world’s most populous countries, which will create momentum to develop the demand for services in general and the postal and delivery services in particular Pure corporate customers: These customers bring the postal company the most important revenues because they often choose competitive services along with business ones which are specially associated with safety and high-speed Despite their small account, the business services bring back significant revenue due to their service charges and higher volumes Corporate customers who online retail business (electronic commerce): The recent development of electronic commerce and its expected boom in the future may bring clear opportunities to and be the lifebuoy for postal delivery companies Customers who are state agencies such as offices, schools, hospitals, etc.: These organizations also have needs for the services in their activities They often enjoy preferential rates as they use the services for public benefits From the above analysis, in 2012 the company identifies its target markets are: individual clients and corporate customers Viettel Post’s objectives in 2012: Expected revenue is: 799 billion, which accounted for 75.56% of Express services -CPN: Express Other: 1,24% -PHB: Press -VT: Telecommunication -VPP: Stationery -KV: Warehouse -NK: Entrusted import Zoning the into market economic regions: Hanoi, Ho Chi Minh City, major provinces, groups (TĐ), Cambodia and others Among these, Hanoi, Ho Chi Minh City and 11 other major provinces are the key markets accounting for 70% of the company’s total sales To locate the courier services of Viettel Post: Fast: The company always sets the target time to deliver postal parcels at the top in the provision of services, responds quickly in any situation: receiving, delivering, returning, etc., and quickly resolves customer complaints under any circumstance Professional: The company staffs are all well-trained in operations, knowledgeable, courteous, and kind in communication So it is ready to satisfy customer’s needs at all times Effective: Viettel Post always tries to balance between its benefits and the customer’s business performance Therefore, Viettel Post is very interested in service quality to support customers in the best way Diversified: Customers can choose to use multiple services of Viettel Post at variable prices, shipping times, shipping forms and types The programs: (Focusing on distribution channels): a For domestic delivery services: In addition to maintaining and improving the current distribution network, Viettel Post will adopt new ways to expand and improve network quality Specifically, instead of developing new district post offices, Viettel Post advocated expanding its market through developing systems of direct retailers to save its costs Viettel Post will deploy the strategy of developing agents in the bookstores, shops, supermarkets, etc to widen its market coverage The company targets to have a collection point every 500-1000m in the cities, and at least one in each district Moreover, Viettel Post cooperates with Viettel Telecom Company, Viettel Import Export Company to utilize the land to open the postal agents, widen channels of postal services to district level The company also manages to staffs and local freelances at branches of Viettel Telecom to expand its network to 100% of districts in the country Viettel Post intends to operate in key markets, and then expanded it nationwide Besides, it cooperates with e-commerce to approach clients who purchase goods online and builds e-commerce marketplace for companies to join and make transactions b For international delivery services: Viettel Post chooses to cooperate with international couriers such as DHL, TNT, Fedex, etc to ensure its transportation services of mail, documents and goods to its customers all over the world 2012 was the year that postal market fully opens under the WTO commitments of Vietnam government (“Enterprises with foreign investment capital of more than 51%, enterprises with 100% foreign capital are all allowed to the courier business since Jan 11st 2012”) Thus, the period 2012-2013 is an important one Postal industry determined this stage as the focus one on the development of customer base, the expansion of distribution channels and market domination New strategies to expand Viettel Post distribution channels – “The challenger of the market” will help Viettel Post to continue to have significant growth in market share, dominate market, and become the leading provider of postal services in Vietnam 10 V REFERENCES: Marketing 101, Labor and Society Publishing House; Marketing Basic, Philip Kotler, Labor and Society Publishing House; http://viettelpost.com.vn/ http://www.vnpost.vn/Tint%E1%BB %A9c/ArticleDetail/tabid/70/CateId/4/ItemId/335/Default.aspx 11 ... An overview on the express delivery industry: Domestic express delivery industry: Due to the trend of free market in Vietnam, there has been an increasing growth in the the number of Viettel Post’s... Viettel Post always tries to balance between its benefits and the customer’s business performance Therefore, Viettel Post is very interested in service quality to support customers in the best... market, customer base includes individuals, enterprises, and state agencies: Individual customers (end consumers): These customers use the service to meet their individual needs They often use