CGV MARKETING phân tích bằng tiếng anh ................................................................................................................................................................................................................................................................................................................................................................
Tran Tuan Anh-10190442-ME-A1 Table of Contents INTRODUCTION .2 MAJOR FINDINGS I The definition of marketing and marketing environment: II The influence of external factors on growth opportunities or challenges for the company The demographic environment The technological environment III The crucial positions and duties of CGV's Marketing department IV The influences of marketing department with other departments V Using marketing research techniques to gain customer insights .10 CONCLUSION 12 REFERENCE 13 INTRODUCTION With the rapid development of today's society, people's living standards are increasingly enhanced, spiritual needs are also becoming popular and requirements are met In Western countries, going to theaters to watch movies has become too familiar for centuries, especially for less developed countries like Vietnam, the exposure to this entertainment technology is only developing decades back here That is why Vietnam is seen as a potential market, especially in big, typical cities like Ho Chi Minh City With the current market opportunities, theaters in Ho Chi Minh City in general and Vietnam in particular, have taken positive actions to enhance competitiveness compared to other competitors from service provision to communication and promotion activities One of the theaters mentioned above, can not help but mention names such as Galaxy, Lotte Cinema, BHD Cinema and especially CGV theater system of CJ Group I will present five key parts in this article The definition of marketing is the first part The second is how the business's capacity to recognize opportunities and threats can be influenced by the external world The third one is the Marketing department's critical positions and duties in the business The fourth part is the explain and analyze how the marketing department affects and interacts with the other departments within the organization The last section is customer insights are gained through the use of marketing research techniques MAJOR FINDINGS I The definition of marketing and marketing environment: Marketing is a collective mechanism in which organizations and individuals use the products and services of value to the development, provision, and transactions with customers in aims to introduce what they want/need (Kotler and Armstrong, 2017) Product, Production, Selling, Marketing/Customer-Orientation, relational, and society marketing principles are among the six marketing concepts Rather than determining the demands of the target customers, production orientation tends to reduce commodity costs This approach means that consumers would choose the most affordable commodity at the lowest price, making it easier for the business to accomplish its objectives As a result, these orientation-oriented firms will concentrate on and manufacturing and procurement productivity in order to reduce costs as much as possible However, the disadvantage of this approach is that it does not provide consumers with high-quality goods and gives them no visibility in their operations Owing to insufficient reaction and inefficient short-term interactions, which would result in a loss of consumers The aim of product orientation is to concentrate on the firm's customer satisfaction This approach suggests that consumers want goods that are high in quality, innovative, and valuable to them As a result, these companies will concentrate on enhancing product quality and continuously expanding their offerings The disadvantage of this orientation is that it is only effective for a specific market, and to achieve the optimal results, it must be used in conjunction with other orientations Businesses who are sales-oriented want to concentrate on exporting their services or products This approach focuses on ways to get people to purchase as many goods as possible, rather than on their needs and desires As a result, companies who follow this strategy will use a variety of distribution tactics to draw consumers However, since this approach is solely focused on sales, it has the disadvantage of not developing long-term relationships with consumers When a company adopts a marketing orientation, it focuses on the interests and desires of its consumers Customers' interests and desires would be prioritized by businesses, resulting in offerings that satisfy their requirements and appeal to as many consumers as possible However, the disadvantage of this approach is that it can lead to internal tensions when it comes to fulfilling consumers' demands and desires Societal marketing is concerned not only with the interests of customers, but also with the contributions of society This ensures that companies must have a communications plan in place to satisfy consumer demands but simultaneously ensuring that goods are beneficial to both community and consumers Customers and culture will be the primary targets of companies that follow this strategy As a result, one disadvantage of this orientation is that companies would be unable to maximize earnings, which is why it has not yet gained attraction Consumer loyalty is ensured by relationship marketing, which focuses on building long-term customer trust in short-term targets Customers' loyalty and happiness will provide benefit to companies that have long-term relationships with them While this is a popular market practice, it also has the downside of not ensuring long-term sales through investing in current consumers The marketing idea is currently the most common ideology Furthermore, marketing will be the business's future direction CGV is now pursuing a marketing strategy in which it provides cinema offerings that satisfy the demands of consumers In addition, CGV understands that consumers want to purchase high-quality offerings, so it has always provided preferential strategies so that customers can get the CGV they want at the cheapest price Student discounts of up to 50% are among the discounts offered by CGV to their clients Furthermore, CGV made use of relationship marketing CGV now has excellent customer service programs in place in order to maintain long-term relationships with consumers and thereby capture their value As a result, CGV has developed a large brand identity that is now wellknown among customers (CGV, 2021) Besides marketing, the marketing environment is a mix of external and internal influences and pressures that influence a company's ability to build relationships with and satisfy its consumers Micro environment that belongs to the external environment focuses on main factors that are suppliers, customers, market intermediaries, partners and competitors (Aashish, 2021) For example, CGV are facing to many competitors such as Lotte, BHD star, Platinum, Beta,… Unlike the micro environment, macro environment is external influences and forces that influence the market as a whole but have little direct impact on the sector (Aashish, 2021) so the macro environment can be divided into parts: - Demographic Environment: Market makers make up the demographic environment Real census and population breakdown by scale, density, area, age, - sex, and occupation define it Economic Environment: The economic environment included the GDP, DNP, - inflation, income distribution and other major economic factors Physical Environment: The physical environment are factors that impact from - nature such as storms, floods, natural disasters, epidemics, Technological environment: Science and technology are increasingly developing, - making the scientific environment one of the factors that greatly affect companies Political-Legal Environment: This is the factor that forces companies to obey the - laws that are enacted by the state Social-Cultural Environment: Each region, each country has its own culture and lifestyle, so this is also one of the factors that greatly affects companies II The influence of external factors on growth opportunities or challenges for the company There are many factors that affect CGV's marketing activities, but there are two major factors that have a big impact: the physical environment and the demographic environment The demographic environment With a variety of customers in Vietnam, CGV also has marketing strategies suitable for each of these groups of customers so as not to be adversely affected by the demographic environment For movies that are mainly young generation, CGV has incentives for customers who are under 22 years old can receive special offers as well as discount tickets Moreover, for children, CGV has combo comes with toys, decorative water bottles to increase sales as well as increase customer satisfaction (CGV,2021) Unlike the young, CGV has its own marketing activities for older customers One of those marketing activities is that CGV always prioritizes service quality first so that customers are completely satisfied with the service quality that is worth the money Besides, since CGV is still a foreign company, there is always a preference for blockbuster films over Vietnamese films This makes a part of customers unhappy when they want to watch movies made by their countries (Vu,2019) But recent times, CGV has removed barriers to Vietnamese films Not only that, CGV always chooses prime locations for its facilities such as: Vincom, Hoan Kiem Lake, Aeon Mall, This makes CGV always a comfortable destination when there are branches with convenient locations and many customers All these marketing activities have helped CGV to adapt very well to the demographic environment in Vietnam The technological environment The technological environment is having a big impact on all companies, especially big companies like CGV To be able to adapt to this environment, companies must have suitable and effective marketing tactics When talking about cinema complex technology, we must mention CGV CJ CGV has created a unique concept of converting traditional movie theaters into the cultural complex "Cultureplex", where audiences not only come to enjoy diverse movies through advanced technologies such as SCREENX, IMAX, STARIUM, 4DX, Dolby Atmos, and enjoy completely new and different cuisine while experiencing the highest quality service at CGV (CGV,2021) Not only upgrading theaters, CGV always has other technologies such as popcorn machines, soft drink holders, massage chairs, This helps CGV to always have customers' preference when it comes to choosing theaters to use the services, which also means that CGV has successfully adapted to the technological environment III The crucial positions and duties of CGV's Marketing department The marketing department is vital to the success of an organization's enterprise and mission It serves as the organization's public face, coordinating and manufacturing goods that are representative of the company It is the marketing department's job to reach out to prospects, customers, associates, and/or the media, all while creating a positive overall reputation for the company As a result, the marketing department can be split into duties 1) Defining and managing brand: This entails deciding who you are, what you stand for, what you think for yourself, what you do, and how your business operates This, in essence, determines the interaction you expect your clients and partners to have with you (Thehartford, n.d.) 2) Managing ad campaigns by the campaign administration: Marketing proactively goods and services to rely on during the promotional period, and also creates materials and messages to spread the message (Thehartford, n.d.) 3) Making promotional and publicity materials: The documents that identify and advertise your key goods and/or services should be created by your marketing department As those goods and services change, they should be kept up to date (Thehartford, n.d.) 4) Content and information development for your website: Website is extremely important for every company as it is the first or possibly the only way that customers can find information and offers of the company (Thehartford, n.d.) 5) Social network monitoring and management: For marketing, social media is indispensable, it needs to be managed carefully and closely to be able to positively reach customers (Thehartford, n.d.) 6) Establishing internal communication: Your workforce must be aware of your company's principles and expectations Employee communications are often handled via marketing through a private communication ways (Thehartford, n.d.) 7) Conducting market and consumer analysis: Research will help you identify potential audiences and prospects, as well as understand how people view your goods and services (Thehartford, n.d.) 8) Supervising third-party distributors and departments Marketing is usually in charge of choosing and handling the companies and suppliers who create marketing materials and/or offer marketing assistance This may include marketing agents, print suppliers, public relations agencies or experts, web hosts, and so on (Thehartford, n.d.) For CGV, the two most important roles are defining and managing brand and website development Firstly, branding is considered as a way to promote a company's image and CGV is doing a very good job of spreading the brand and image of the company With high brand meaning, the initials CGV stand for "Culture," "Great," and "Vital." (CGV, 2021), this affirmed and committed to customers about the service quality of the company Moreover, CGV logo is always made colorful and creates a lot of attention from customers This has also made the brand interested by customers as well as engraved into the customer's subconscious every time they go to the cinema Besides the brand, the website is also one of the very important parts of CGV CGV's website is the place to help customers know about movie information, schedule and promotions Therefore, CGV needs to have a good team of website development to keep up-to-date with the best information for customers IV The influences of marketing department with other departments Successful collaboration among departments within an organization is one of the factors that contribute to an organization's success Departments must work together to accomplish the organization's objectives, as well as the goals of each group Since an organization's operation would pass through several divisions to be completed, it is much more efficient for departments to work together than it is for departments to work separately For example, any company operation must pass through the financial accounting department to determine how much money is budgeted for that activity As previously said, any department, including the marketing department, must be linked to the accounting and finance department The marketing department must determine the expense of a marketing campaign and advise the finance and accounting departments That marketing strategy will be introduced if the finance and accounting department approves it The accounting and finance department, on the other hand, will contact management to request more expenditure if it is missed or report benefit if the expense is less than the provided budget after learning the cost of the Marketing operation In addition, the marketing department must collaborate closely with accounting and finance in order for CGV to make the right decisions possible The marketing department must announce the expense and obtain the money for projects from the finance and accounting department, allowing the marketing department to create positions that are within the budget The financial accounting department, on the other hand, must report on costs for marketing activities in order to register them in the Profit and Loss Statement In brief, the finance and accounting department would have an effect on the marketing department's marketing mix at promotions However, there is a chance that these two departments may have a disagreement The finance and accounting department may try to cut spending and maximize sales, but the marketing department will struggle to plan promotions due to a limited budget The sales department and the marketing department are the two divisions that would work together to ensure the business's income The marketing department will surveys and target prospective buyers in order to get as many individuals involved in the product to the sales department as possible If the sales department has a significant source of demand, they will attract them, resulting in an increase in business sales The sales department, on the other hand, has direct contact with customers and hence knows the customer's facts, needs, and behavior As a result, the sales department will send data from customers to the marketing department, allowing the marketing department to formulate a plan that is appropriate for and customer category in various locations In fact, the sales department will provide the marketing department with product details, and the marketing department will provide the sales department with information on deals and discounts In general, the sales department would have an impact on the marketing mix in the areas of Price, Promotion, Place, and Product However, there is a chance that these two departments will clash If the marketing department starts a new strategy to introduce goods or services, sales department argue that it is inappropriate and does not attract the right buyers Sales departments often prefer to reduce prices in order to generate sales, while marketing departments want to sell at a higher price in order to gain buyer recognition for the product V Using marketing research techniques to gain customer insights Knowing your customers' expectations and desires has been critical to ensuring your company's long-term viability Listening allows you to hear about and converse with your clients, allowing you to have ever-improving interactions Companies with good data are more likely to gather actionable consumer insight, which will help them expand their bottom line over time According to Trustpilot (2020), businesses use customer insights to get a fuller knowledge of how their target group thinks and feels Human behavior analysis helps businesses to really comprehend what their customers desire and need, as well as why they feel that way When the company has gained customers insight, this will make the marketing activities as well as product and service introduction to be received with positive feedback from customers In order to gain more customers insight, the company must have a marketing information system with the right and effective directions Marketers can use the data coming from both within and outside the company, to stay on top of evolving consumer demands, reviews, business patterns, and competitors' plans (Businessesjargons, n.d.) This allows the marketer to make data-driven decisions about product designs, service options, pricing, packaging, delivery, and promotional platforms, among other items For the company, there are marketing research techniques: Market intelligence system: A Market Intelligence system is concerned with the organized gathering and analysis of data from all available channels in order to determine changing marketing patterns To put it another way, the marketer collects data from all available sources and transforms it into useful knowledge that are used to make important business decisions Market share method: The Market Share Approach is another revenue forecasting method in which the company first focuses on the business prediction, then adds the market share aspect, and eventually arrives at the company's forecast The company's revenue projection is derived from data obtained on industry sales as well as the company's market share Marketing research: Marketing analysis is the systematic collection, review, and assessment of data pertaining to marketing conditions Marketers must be mindful of changing market patterns, such as shifts in customer behaviors and tastes, new goods launched in the marketplace, rival commodity pricing, comparative substitutes, and so on Marketing survey: Another commonly used revenue analysis tool is the industry survey, which is used to compile business statistics that cannot be obtained from the company's internal reports or from publicly available data sources The market survey approach is usually used where data collection and first information is needed to forecast demand When a corporation wishes to introduce new products or a new version into the market, it can use primary data The marketing information technique which CGV should use is marketing research Simply because marketing research play an important role for all companies who have a lot of competitors like CGV to know about the trend in market, customer behaviors, the products and services of competitors… According to Businessjargon (n.d.), the marketing research process can be divided into six steps: - Step 1: Define the Problem The first decision that a company must make is determining the issue on which the analysis will be done The problem must be properly specified because if it is too ambiguous, limited resources can be wasted, and if it is specific, the exact inference cannot be made To properly identify the dilemma, each firm must have a straightforward answer to the following questions: What should be researched (scope and content)? And why is the study being conducted (decisions to be made)? - Step 2: Develop the Research Plan The marketing information department collect the data to know more about the market or customers Thereby creating and developing plans in combination with secondary data in reports, books, to make a marketing project - Step 3: Collect the information: It is among the most cost marketing research methods The researcher must choose strategies for gathering information; he may find it hard to collect accurate information due to the respondent's prejudice, inability to provide responses - Step 4: Analyze the information: After gathering the data, the first step is to arrange it so that some research can be performed To conduct the study, the researchers use a variety of mathematical methods, such as computing averages and measurements of dispersion To evaluate the data, some sophisticated decision methods are also used - Step 5: Present the marketing project: Both findings and analysis are presented to the highest management level, i.e CEO, the managing director, or board of directors, in order to marketing decisions to be made in accordance with the research - Step 6: Decision: It is the final step in the marketing information analysis process; after the results have been reported to top-level executives, it is up to them to decide whether to trust the reports and decide on them or to dismiss them as inappropriate This technique helps CGV in analyzing many aspects of marketing as well as working on a marketing project If you this well, CGV is very easy to tap into customer psychology and gain more customer insight However, to accomplish this, the amount of money spent to make is also one of the issues that worries CONCLUSION Marketing is a indispensable aspect of every business to help them promote the company's name, raise profits, and improve the company's image However, in order to optimize success during the operation phase, the marketing department must collaborate with other departments within the company REFERENCE - Aashish, P (2021) Marketing Essential Marketing Environment: Explanation, Components, & Importance Retrieved from - https://www.feedough.com/marketing-environment/ American Marketing Association (2017) What is Marketing? — The Definition of Marketing — AMA American Marketing Association Retrieved from - https://www.ama.org/the-definition-of-marketing-what-is-marketing/ Business Jargons, (n.d.) 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An introduction Retrieved from: https://business.trustpilot.com/reviews/learn-fromcustomers/what-are-consumer-insights-and-how-do-i-use-them ... increase customer satisfaction (CGV, 2021) Unlike the young, CGV has its own marketing activities for older customers One of those marketing activities is that CGV always prioritizes service quality... The marketing information technique which CGV should use is marketing research Simply because marketing research play an important role for all companies who have a lot of competitors like CGV. .. Retrieved from - https://www.feedough.com /marketing- environment/ American Marketing Association (2017) What is Marketing? — The Definition of Marketing — AMA American Marketing Association Retrieved from