Arina_Tanemura
New Member
Link tải miễn phí Luận văn:Marketing plan for certificate authority service of Viettel Telecom = Kế hoạch Marketing cho dịch vụ chứng thực chữ ký số của công ty viễn thông Viettel.
5. Short Introduction .......................................................................................................3
CHAPTER I...........................................................................................................................4
AN OVERVIEW OF MARKETING PLAN.........................................................................4
I. Definition of marketing plan.......................................................................................4
1. Definition ................................................................................................................4
2. Purpose of the Marketing Plan................................................................................5
3. The marketing planning process .............................................................................5
II. MARKETING PLAN .................................................................................................6
1. EXECUTIVE SUMMARY.....................................................................................6
2. SITUATION ANALYSIS.......................................................................................6
2.1. Market analysis ................................................................................................6
2.1.1. Market Size...............................................................................................7
2.1.2. Market Growth Rate .................................................................................7
2.1.3. Market Trends ..........................................................................................8
2.1.4. Key Success Factors .................................................................................8
2.2. Competitor analysis .........................................................................................8
2.3. SWOT Analysis ...............................................................................................9
2.3.1. Strengths.......................................................................................................9
2.3.2. Weaknesses.................................................................................................10
2.3.3. Opportunities..............................................................................................10
2.3.4. Threats........................................................................................................10
3. MARKETING STRATEGY.................................................................................11
3.1. Marketing Objectives.....................................................................................11
3.2. Market Segmentation.....................................................................................11
3.2.1. Bases for Segmentation in Consumer Markets ......................................12
3.2.2. Bases for Segmentation in Industrial Markets........................................14
3.3. Positioning .....................................................................................................15
4. MARKETING – MIX ...........................................................................................16
4.1. Product Marketing .........................................................................................16
4.1.1. Product level...............................................................................................16
4.1.2. Product strategy..........................................................................................17
4.2. Pricing............................................................................................................19
4.2.1. Definition................................................................................................19
4.2.2. Types of Pricing strategies .....................................................................20
4.3. Distribution ....................................................................................................21 4.4. Promotion.......................................................................................................23
4.5. People.............................................................................................................24
4.6. Process ...........................................................................................................26
4.7. Physical Evidence ..........................................................................................27
5. FINANCIAL FORECAST....................................................................................27
6. IMPLEMENTATION ...........................................................................................28
CHAPTER 2 ........................................................................................................................30
CURRENT MARKETING ACTIVITIES FOR VIETTEL CERTIFICATE AUTHORITY
(VIETTEL-CA) SERVICE..................................................................................................30
I. AN OVERVIEW OF VIETTEL GROUP ................................................................30
1. History...................................................................................................................30
2. The growth chart ...................................................................................................32
3. Organizing structure..............................................................................................34
II. THE INTRODUCTION OF CERTIFICATE AUTHORITY SERVICE
(VIETTEL-CA)................................................................................................................35
1. The description and features of service.................................................................35
2. Digital signature applications................................................................................36
3. Service features .....................................................................................................36
III. MARKET ANALYSIS .........................................................................................37
1. Global CA market .................................................................................................37
2. Forecast about public digital signature market in Vietnam ..................................39
3. Market Demand.....................................................................................................41
3.1. Market segmentation......................................................................................41
3.2. Market size.....................................................................................................44
3.3. Market growth................................................................................................45
4. Competition analysis.............................................................................................48
4.1. VDC...................................................................................................................48
4.2. Nacencomm.......................................................................................................49
4.3. BKAV................................................................................................................51
4.4. FPT IS................................................................................................................52
5. SWOT Analysis ....................................................................................................53
5.1. Strength..............................................................................................................53
5.2. Weakness...........................................................................................................54
5.3. Opportunity........................................................................................................55
5.4. Threat.................................................................................................................55
6. Target market ........................................................................................................55
7. Positioning.............................................................................................................56
8. Marketing – Mix ...................................................................................................57
8.1. Product...............................................................................................................57
8.1.1. The product‘s strategy................................................................................57
8.1.2. Package ......................................................................................................58
8.1.3. Logo ...........................................................................................................58
8.2. Price...................................................................................................................58
8.2.1. Valuation Asset Approach .........................................................................59
8.2.2. Service price...............................................................................................61
8.2.3. Equipment price .........................................................................................62
8.3. Place ..................................................................................................................62 8.3.1. Direct distribution network .............................................................
8.3.2. Indirect distribution network...........................................................
8.4. Promotion ...............................................................................................
8.4.1. Advertising......................................................................................
8.4.2. Sales promotions .............................................................................
8.4.3. Public relations & publicity ............................................................
8.4.4. Marketing communications budget.................................................
8.5. People .....................................................................................................
8.6. Process....................................................................................................
8.7. Physical evidence ...................................................................................
9. Evaluation of Marketing activities‘ efficiency...........................................
CHAPTER 3 .............................................................................................................
MARKETING PLAN OF VIETTEL TELECOM COMPANY FOR VIETTEL
CERTIFICATE AUTHORITY SERVICE (VIETTEL – CA) .................................
1. The objectives of Marketing ..........................................................................
2. Target customer .............................................................................................
3. Positioning .....................................................................................................
4. Marketing strategy .........................................................................................
4.1. Product....................................................................................................
4.2. Price........................................................................................................
4.3. Distribution.............................................................................................
4.4. Promotion ...............................................................................................
4.4.1. Advertising......................................................................................
4.4.1. Sales promotions .............................................................................
4.4.1. Public relations & publicity ............................................................
4.5. People .....................................................................................................
4.6. Process....................................................................................................
4.7. Physical evidence ...................................................................................
5. Action program ..............................................................................................
5.1. Schedule of marketing plan action .........................................................
5.2. Budget.....................................................................................................
6. Financials .......................................................................................................
6.1. Expense Forecast ....................................................................................
6.2. Sales Forecast .........................................................................................
6.3. Income Statement ...................................................................................
CONCLUSION.........................................................................................................
LIST OF REFERENCES..........................................................................................
APPENDIX 1: LIST OF INTERVIEWEES.............................................................
APPENDIX 2: QUESTIONAIRE ............................................................................ 8.3.2. Indirect distribution network
In addition, Viettel also expands selling through the indirect networks, typically
agents. The agents which are companies, financial and law organizations, have
services relate to tax procedure such as: tax consulting firms, law firms.
8.4. Promotion
Communication and advertising mediums are necessary for launching period. In this
period, the purpose of communication is notice to target customers about Viettel
CA in the market, also Giúp customers understand about new service and orient
them using new service.
8.4.1. Advertising
First, Viettel announce press about the appearance of new service Viettel-CA into
market. Our company also sends open letters to introduce new service and priority
policy for existing customer. The purpose of this activity is attractive customer‘s
interest.
In addition, our company brings all information about this service (the
introductions, the directions for use, the existing policy), banner, articles into
company‘s website:
ca.vn.
8.4.2. Sales promotions
Since starting providing service, company continuously puts many promoting
programs to build up the image and encourage customers using this service:
a. Stage1
Point of view: Use promoting policy to attract customer‘s interest in Viettel
CA, and also give entrepreneurs who are using Viettel‘s service, the preferable
treatments.
Time: From 20/11/2010 to 28/02/2011
Scale: 64 subsidiaries of Viettel in 63 provinces/cities
Do Drive thay đổi chính sách, nên một số link cũ yêu cầu duyệt download. các bạn chỉ cần làm theo hướng dẫn.
Password giải nén nếu cần: ket-noi.com | Bấm trực tiếp vào Link để tải:
5. Short Introduction .......................................................................................................3
CHAPTER I...........................................................................................................................4
AN OVERVIEW OF MARKETING PLAN.........................................................................4
I. Definition of marketing plan.......................................................................................4
1. Definition ................................................................................................................4
2. Purpose of the Marketing Plan................................................................................5
3. The marketing planning process .............................................................................5
II. MARKETING PLAN .................................................................................................6
1. EXECUTIVE SUMMARY.....................................................................................6
2. SITUATION ANALYSIS.......................................................................................6
2.1. Market analysis ................................................................................................6
2.1.1. Market Size...............................................................................................7
2.1.2. Market Growth Rate .................................................................................7
2.1.3. Market Trends ..........................................................................................8
2.1.4. Key Success Factors .................................................................................8
2.2. Competitor analysis .........................................................................................8
2.3. SWOT Analysis ...............................................................................................9
2.3.1. Strengths.......................................................................................................9
2.3.2. Weaknesses.................................................................................................10
2.3.3. Opportunities..............................................................................................10
2.3.4. Threats........................................................................................................10
3. MARKETING STRATEGY.................................................................................11
3.1. Marketing Objectives.....................................................................................11
3.2. Market Segmentation.....................................................................................11
3.2.1. Bases for Segmentation in Consumer Markets ......................................12
3.2.2. Bases for Segmentation in Industrial Markets........................................14
3.3. Positioning .....................................................................................................15
4. MARKETING – MIX ...........................................................................................16
4.1. Product Marketing .........................................................................................16
4.1.1. Product level...............................................................................................16
4.1.2. Product strategy..........................................................................................17
4.2. Pricing............................................................................................................19
4.2.1. Definition................................................................................................19
4.2.2. Types of Pricing strategies .....................................................................20
4.3. Distribution ....................................................................................................21 4.4. Promotion.......................................................................................................23
4.5. People.............................................................................................................24
4.6. Process ...........................................................................................................26
4.7. Physical Evidence ..........................................................................................27
5. FINANCIAL FORECAST....................................................................................27
6. IMPLEMENTATION ...........................................................................................28
CHAPTER 2 ........................................................................................................................30
CURRENT MARKETING ACTIVITIES FOR VIETTEL CERTIFICATE AUTHORITY
(VIETTEL-CA) SERVICE..................................................................................................30
I. AN OVERVIEW OF VIETTEL GROUP ................................................................30
1. History...................................................................................................................30
2. The growth chart ...................................................................................................32
3. Organizing structure..............................................................................................34
II. THE INTRODUCTION OF CERTIFICATE AUTHORITY SERVICE
(VIETTEL-CA)................................................................................................................35
1. The description and features of service.................................................................35
2. Digital signature applications................................................................................36
3. Service features .....................................................................................................36
III. MARKET ANALYSIS .........................................................................................37
1. Global CA market .................................................................................................37
2. Forecast about public digital signature market in Vietnam ..................................39
3. Market Demand.....................................................................................................41
3.1. Market segmentation......................................................................................41
3.2. Market size.....................................................................................................44
3.3. Market growth................................................................................................45
4. Competition analysis.............................................................................................48
4.1. VDC...................................................................................................................48
4.2. Nacencomm.......................................................................................................49
4.3. BKAV................................................................................................................51
4.4. FPT IS................................................................................................................52
5. SWOT Analysis ....................................................................................................53
5.1. Strength..............................................................................................................53
5.2. Weakness...........................................................................................................54
5.3. Opportunity........................................................................................................55
5.4. Threat.................................................................................................................55
6. Target market ........................................................................................................55
7. Positioning.............................................................................................................56
8. Marketing – Mix ...................................................................................................57
8.1. Product...............................................................................................................57
8.1.1. The product‘s strategy................................................................................57
8.1.2. Package ......................................................................................................58
8.1.3. Logo ...........................................................................................................58
8.2. Price...................................................................................................................58
8.2.1. Valuation Asset Approach .........................................................................59
8.2.2. Service price...............................................................................................61
8.2.3. Equipment price .........................................................................................62
8.3. Place ..................................................................................................................62 8.3.1. Direct distribution network .............................................................
8.3.2. Indirect distribution network...........................................................
8.4. Promotion ...............................................................................................
8.4.1. Advertising......................................................................................
8.4.2. Sales promotions .............................................................................
8.4.3. Public relations & publicity ............................................................
8.4.4. Marketing communications budget.................................................
8.5. People .....................................................................................................
8.6. Process....................................................................................................
8.7. Physical evidence ...................................................................................
9. Evaluation of Marketing activities‘ efficiency...........................................
CHAPTER 3 .............................................................................................................
MARKETING PLAN OF VIETTEL TELECOM COMPANY FOR VIETTEL
CERTIFICATE AUTHORITY SERVICE (VIETTEL – CA) .................................
1. The objectives of Marketing ..........................................................................
2. Target customer .............................................................................................
3. Positioning .....................................................................................................
4. Marketing strategy .........................................................................................
4.1. Product....................................................................................................
4.2. Price........................................................................................................
4.3. Distribution.............................................................................................
4.4. Promotion ...............................................................................................
4.4.1. Advertising......................................................................................
4.4.1. Sales promotions .............................................................................
4.4.1. Public relations & publicity ............................................................
4.5. People .....................................................................................................
4.6. Process....................................................................................................
4.7. Physical evidence ...................................................................................
5. Action program ..............................................................................................
5.1. Schedule of marketing plan action .........................................................
5.2. Budget.....................................................................................................
6. Financials .......................................................................................................
6.1. Expense Forecast ....................................................................................
6.2. Sales Forecast .........................................................................................
6.3. Income Statement ...................................................................................
CONCLUSION.........................................................................................................
LIST OF REFERENCES..........................................................................................
APPENDIX 1: LIST OF INTERVIEWEES.............................................................
APPENDIX 2: QUESTIONAIRE ............................................................................ 8.3.2. Indirect distribution network
In addition, Viettel also expands selling through the indirect networks, typically
agents. The agents which are companies, financial and law organizations, have
services relate to tax procedure such as: tax consulting firms, law firms.
8.4. Promotion
Communication and advertising mediums are necessary for launching period. In this
period, the purpose of communication is notice to target customers about Viettel
CA in the market, also Giúp customers understand about new service and orient
them using new service.
8.4.1. Advertising
First, Viettel announce press about the appearance of new service Viettel-CA into
market. Our company also sends open letters to introduce new service and priority
policy for existing customer. The purpose of this activity is attractive customer‘s
interest.
In addition, our company brings all information about this service (the
introductions, the directions for use, the existing policy), banner, articles into
company‘s website:
You must be registered for see links
and
You must be registered for see links
ca.vn.
8.4.2. Sales promotions
Since starting providing service, company continuously puts many promoting
programs to build up the image and encourage customers using this service:
a. Stage1
Point of view: Use promoting policy to attract customer‘s interest in Viettel
CA, and also give entrepreneurs who are using Viettel‘s service, the preferable
treatments.
Time: From 20/11/2010 to 28/02/2011
Scale: 64 subsidiaries of Viettel in 63 provinces/cities
Do Drive thay đổi chính sách, nên một số link cũ yêu cầu duyệt download. các bạn chỉ cần làm theo hướng dẫn.
Password giải nén nếu cần: ket-noi.com | Bấm trực tiếp vào Link để tải:
You must be registered for see links