AND SOME COMPLETED SOLUTIONS
Lao Cai is a small, sparsely populated province with a large population of ethnic minorities, although the average income is higher than the rest of the country but is more concentrated in the city, town and district centers. combined with the heterogeneous culture and income disparities that led to the management of MA was difficult even with the competitors and technicians to attract customers to buy products of Tan Hung.
3.1. Human factor in MA
3.1.1. Differentiate Sales and Marketing
MA of Tan Hung and the Board of Directors need to clearly distinguish the functions, the scope of responsibilities of the Business Division and the MA.
Overlapping task functions will cause duplication of tasks, deployment of MA activities
MA's mission is to pull customers back to Tan Hung, while the task of the sales department is to push products to customers
In fact, Tan Hung is not only confused when performing the functions and tasks of these two parts but most of the businesses in the country are entangled.
Sales focus on the needs of the seller, while marketing focuses on the needs of the buyer. Sales are obsessed with the need of the seller to convert the product into money, and marketing is bothered by the idea of satisfying the customer's needs by means of the product and all the stuff that comes with creating. out, delivery, and finally to consume it.
The key difference between a sales and marketing perspective is that the marketing perspective emphasizes on passing customer satisfaction to the goal of the business while the selling point is to Achieving the goals of the business must try to sell as many goods as possible and focus only on those businesses have, not interested in the market need.
Implementing Measures: Marketing requires the use of integrated and coordinated measures (mixed marketing), not just sales-related measures. Customer marketing means the business must find ways to find the needs of the customer and turn that demand into the purchase of goods of the business.
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Profit Target: This is the biggest difference between marketing and sales. The goal of sales is to increase profits by increasing sales. However, the goal of marketing is to bring the macro level, the direction of increasing profits by the business to better satisfy the needs of customers.
3.1.2. Organizing training
Marketing is not only for customers and the market, but also for the internal business. The overall goal is to better satisfy the needs of our customers. This is a continuous business of the enterprise not only directly related to MA but also related to each position, each part of the enterprise.
From the right understanding of MA, senior management will have solutions in staffing, assignments, depth training for each position so that the MA will be professional.
Considering the cost of doing business and MA of TH over 3 years, we found that many overlapping expenses such as conferences, seminars, commissions, currently costs. And through interviews with board members, marketing and business leaders found that sometimes because of the need to solve the unit submitted the treatment process does not care about the function has been assigned, the board of management for hurry gold in the decision should approve approval immediately without reference functional departments.
3.1.3. Market research work
The fact that most local companies are very limited in market research, usually at Tan Hung has not invested in the market research and does not focus on the work is usually Continuously, not only during the end of the year, the purpose is to plan for the next year. At the end of the fourth quarter of the product management group, based on the available data of previous years combined with experience, based on the target management board to develop the proposed plan. So many times when the plan is not close to the reality and lead to bankruptcy because the market changes constantly negative impact on the implementation of the plan.
Therefore, in addition to the available data, the company should buy investment to exploit the data of independent consultants or organize the servey to get the actual data, many companies limited by the manpower or have no experience in market survey research to choose the option of hiring independent consulting and surveying units.
Data as the basis for MA planning:
+ Yearly implementation data (archived) + Market survey data
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+ Information related to state policies, competitors + Balance resources
Metric analysis:
+ Can use PEST or SWOT model to analyze data. Once the results are analyzed, new plans are developed and implemented in line with market practices and balanced with resources.
The MA Plan is indispensable. The method of measurement and evaluation of results, the effectiveness of the implementation according to each section, according to each strategy, the deployment.
Example: After the event associated with the Christmas and Tet holiday, the results should be quantified so that the comparison can be checked.
Due to limited conditions, the paper does not focus much on evaluating the design and implementation of the MA plan, but because of its importance, it still refers to planning because the nature will dominate the whole MA activities in the enterprise.
3.2. Management of sales price
Derived from the lack of clear awareness of functions and duties between MA and KD leading to the management of selling prices are still limited.
CTY has a price policy that applies to all groups of goods, but by the passive MA dept or Sales Dept may also propose to lower the price for the reasons inherent:
o Slow consumption Large inventory
o Competitors lower the price o Keep the relationship
• Results: Despite the increase in sales, the main business lines still suffer losses in 2017 (Figure 1 - Profit statement)
According to the modern MA discount sale is self-deprecation and corporate brand, so can adopt the scheme
o Increased discount (for wholesale)
o Increase points to accumulate points (retail at ST) o adding gift ...
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CONCLUSION
Located in Lao Cai province, the frontier province of the homeland in the border region, directly adjacent to China, where the economic situation is developing strongly;
Tan Hung Trading Company Limited has full potential to grow into a large-scale enterprise. To achieve that, Tan Hung needs to focus on measures to develop sales and markets, and among these measures, Marketing-mix is a good weapon, appropriate for the situation. to bring Tan Hung to new heights. Through the article, we have learned how to operate and benefit the business of marketing-mix, and also saw the method of marketing and marketing-mix of Tan Hung. The company has been continuously improving its form of business and marketing, especially in terms of distribution when it started to focus on the form of retail distribution through supermarkets (in 2013, Duc Huy Plaza was put into supermarkets. ), resulting in a significant leap in sales (2017).
Tan Hung is also very focused on price, always balance the price of mainstream items, when necessary, there are appropriate promotional strategies to attract customers, furniture for retail in supermarkets. It is also reasonably priced and quite competitive, thus attracting a large number of customers with inexpensive shopping needs. Regarding the products, Tan Hung's specialty is not only to import the goods of well-known brands but also to produce their own branded items, such as Tan Hung brand furniture.
Although the first time has not really attracted customers, in recent years, the number of Tan Hung furniture sold also has a large market share in the total revenue of the company. On the promotion, Tan Hung utilizes distribution channels, most concentrated through Duc Huy supermarket and social media programs. Overall, Tan Hung can make good use of marketing-mix strategies, which helped the company's revenue increase in recent years. However, the marketing mix of Tan Hung is still limited, as mentioned in the article. In order to improve the issues mentioned above, Tan Hung needs to expand its product range, continue to develop its own brand, expand distribution channels to other localities in the country, not only focus In the districts, towns in Lao Cai province, so, the market of Tan Hung is really expanded. Communication should also be improved, there should be a more professional unit in the organization of events, programs, because this is the direct way can help customers have the most realistic view of Types of products of the company, but in this regard, Tan Hung is not really good.
Finally, the control of price strategy needs to be better, catching the right time to launch promotions to be able to beat the competition directly. If you do well with the measures mentioned in the article, Tan Hung will definitely have a big leap in the market, meet the expectations of consumers and company’s leaders.
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