TABLE OF CONTENTS i
LIST OF ABBREVIATION iv
LIST OF FIGURES AND TABLES v
CHAPTER 1: THEORETICAL MARKETING OPERATION PROCESS 3
1.1.Definition of Marketing. 3
1.2. The marketing process. 4
1.2.1. The old marketing process. 5
1.2.2. The new marketing process. 6
1.3. Marketing mix. 8
1.3.1. Traditional marketing mix. 8
184.108.40.206. Modern marketing mix (4Cs) 9
220.127.116.11. SWOT analysis. 9
1.4. Strategic content Marketing. 10
1.4.1. Markets 11
1.4.2. Segmentation 11
18.104.22.168. Product policy 12
22.214.171.124. Price policy. 12
126.96.36.199. Place policy. 13
188.8.131.52. Promotion policy. 14
1.5. Factors affecting the marketing strategies of business. 14
1.5.1. Group companies outside factors (internal environment sector) 14
1.5.2. Group internal factor in business 14
CHATER 2: ANALYSIS OF THE MARKETING STRATEGIES OF VINH SON JSC 15
2.1. Vinh Son JSC profile 15
2.2. Organization and finance. 16
2.3. Business operation. 17
2.4. Marketing activities of Vinh Son JSC 17
2.4.1. Vinh Son JSC’s Product Activities. 18
2.4.2. Vinh Son JSC’s Price Activities. 19
2.4.3. Vinh Son JSC’s Place activities. 20
2.4.4. Vinh Son JSC’s Promotion Activities 21
2.5. Overall assessment of the company’s marketing activities. 21
2.5.1. Some positive aspects of the marketing in company. 22
2.5.2. The limitations and problems resolved. 22
CHAPTER 3: ORIENTATION OF DEVELOPMENT AND SOME SOLUTIONS TO ENHANCING MARKETING STRATEGIES IN VINH SON JOINT STOCK COMPANY 23
3.1. Development orientation of the company in the future 23
3.2. Some solutions to building marketing strategies for Vinh Son JSC. 23
3.2.1. Extremely perfect marketing strategy. 23
184.108.40.206. Perfecting product policy 24
220.127.116.11. Development of pricing strategies for the company’s products 24
18.104.22.168. Perfecting the system of placing channels. 25
3.2.1. 4. Perfecting promotion policies 25
3.3. The solutions – oriented through the SWOT matrix of Vinh Son JSC 26
3.3.1. The solution combines SO (use power to take opportunity) 26
3.3.2. The solution combines ST(Using the strength to overcome the threat). 26
3.3.3. The solution combines WO (Use the opportunity to rectify weaknesses) 27
3.3.4. The solution combines WT (Limit weaknesses and avoid threats) 27
Life is a sea – if they can not swim up, it will be submerged”. This has become the rule in both natural and proper business of business. One of the key success factor of that’s the business marketing strategy. This term is no stranger to anyone from pupils, students to entrepreneurs.
And I have been lucky enough to study in the Business English Faculty at HUBT, which is one of the best private Universities in Vietnam. Here I have change to study both English and Business that are the two essentials things for me to find a good job to earn a living. The most important thing is that I have been equipped with the basic knowledge of business, marketing, finance, banking… all of which I have found very necessary for me to deal with my future job. All these were proved very clearly during my practical period in Vinh Son Joint Stock Company. What has been learnt could be used effectively during my field trip. After my training trip at Vinh Son Joint Stock Company, I discovered that what I need now is the knowledge of Marketing as well as Business English. I must improve these two things for the better so that I can get ahead in my career, which is the reason why I have chosen Vinh Son Joint Stock Company for my Graduation Assignment with title “Vinh Son Joint Stock Company and Solutions to Enhancing Its Marketing Strategies” for my graduation paper.
The methods applied to write this paper include:
• Vinh Son Joint Stock Company’s documents are collected carefully studied.
• All the figures, documents and reports retrieved in the job training trip are used to write this paper.
• Ideals about the corporation marketing and sales operation have been consulted from experts and marketing board.
This Graduation Assignment is divided into 3 chapters:
Chapter 1: Theoretical Marketing Operation Process.
Chapter 2: Analysis of the Marketing Strategies at Vinh Son Joint Stock Company
Chapter 3: Orientations of Development and Solutions to Enhancing Marketing Strategies in Vinh Son Joint Stock Company.
However, with my limited knowledge & experience, there may be some shortcomings in my essay, which is why I really am looking forward to receiving Giúp and assistance from my teachers to make the assignment successful.
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