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Some Marketing Solutions To Improve The Competitiveness Of Confectionery Products Of Hoang Mai Trading And Production Company Limited

LIST OF TABLES AND CHARTS

  1. Diagram 1: The management system of Hoang Mai Trading andProduction Company Limited……………………………………25
  2. Table 1: The income statement of Hoang Mai Trading and Production Company Limited 2013-2015 ………………………………………30
  3. Table 2: The rotatory of products of Hoang Mai P&T Co.,LDT……..32
  4. Table 3 : Financial situation of Hoang Mai P&T Co.,LDT…………..34
  5. Table 4: Product structure of Hoang Mai P&T Co., LTD…………….37
  6. Table 5: Compare the price of  competitor’s confectionery items…….41
  7. Diagram 2: The distribution channel of Hoang Mai Trading and Production Company Limited……………………………………………43
  8. Table 6: Budget allocation of promotion  tool of Hoang Mai Trading and Production Company Limited…………………………………………44

INTRODUCTION

  • Rationale of the study.

Fair trade enables vendors and manufacturers to offer the best products to a broader array of customers and consumers. At the same time, it brings about competition among business. It is, therefore, vital for companies to improve their competitiveness in the race to earn their position in this open market. In order to obtain the highest efficiency, companies need to consider their product’s quality,  the reputation of  business, and trade condition.  And companies have to find ways to organize marketing activities effectively as well as improve competiveness of enterprises. If they do not do marketing well, they will have a lot of difficulties in their business activities, especially in the fierce competition environment at present. In this situation, Hoang Mai Trading and Production Company Limited has found that  marketing is a good  solution to associate and create competitiveness for its company. Marketing activities not only attract customers but also help company consume products better to improve the efficiency of company.

From this view, I have studied about marketing and I would like to raise the topic : “ Some marketing solutions to improve the competitiveness of confectionery products of Hoang Mai Trading and Production Company Limited”.

  • Aims of the study.

The study aims at:

Basing on situation of marketing activities of Hoang Mai trading and production company limited, suggesting solutions to improve competitiveness of the company.

  1. Scope of the study.

As mentioned above, the thesis concentrates on the marketing solutions to improve the competitiveness of the company. It focuses on collecting and analyzing the figures from accounting department of the firm within three years, from 2013 to 2015.

  • Methodology.

To achieve research objectives, I use the desk review method to research and analyze.

  • Organization of the study.

The thesis includes the following contents:

Chapter 1: LITERATURE  REVIEW

Chapter 2: THE STUDY

Chapter 3: R ECOMMENDATIONS

OUTLINE

DECLARATION

ABSTRACT

ACKNOWLEDGMENTS

LIST OF ABBREVIATIONS

LIST OF FIGURES AND TABLES

TABLE OF CONTENTS

INTRODUCTION

  1. Rationale of the study
  2. Aims of the study
  3. Scope of the study
  4. Methodology
  5. Organization of the study

CHAPTER 1: LITERATURE  REVIEW

  • The basic definition and characteristics of marketing.
  • The major content of marketing activities in company.
  • Competition and the rationale of competition of the market economy.

CHAPTER 2: THE STUDY

2.1 The development of company.

2.2 The operating outcome of company in recent years.

2.3 The real situation of marketing activities of company.

CHAPTER 3: RECOMMENDATIONS

3.1 The developing direction of company.

3.2 Solutions to improve competitiveness of company.

3.3  The supporting solutions.

DETAILED  OUTLINE

Chapter 1: LITERATURE  REVIEW

  • The basic definition and characteristics of marketing.

      1. Definition.

From different viewpoints:

  • Philip Kotler
  • American Marketing Association (AMA)
  • Heidi Cohen
        1. The characteristics of Marketing concept
        2. The functions of Marketing
        3. Researching and determining market needs
  • The major content of marketing activities in company

      1. Choose target market and locate market
      2. Market segment
      3. Choose target market
      • Definition
      • Market segment valuation
      • Choose target market
      • Marketing strategies
      • The base of choosing marketing strategies
      • Marketing implementation and examination.
    1. Competition and the rationale of competition in the market economy.

      1. Definition and the characteristics of competition.
      2. The roles of competition in the market economy.
  • The roles of competition in service business.
  • The roles of competition to consumers.
  • The roles of competition in society economy.

Chapter 2: THE STUDY

2.1 The development of company.

2.1.1 The formation history and development of company

2.1.2 Human resources and human resources training.

2.1.3  The occupations of business registration and Field of business.

2.2 The operating outcome of company in recent years.

2.2.1 The operating outcome

2.2.2 The situation of organising business products.

2.2.3 The product circulation of company.

2.2.4 Financial statement of company.

2.3 The real situation of marketing activities of company.

2.3.1 Marketing strategy of company

2.3.2 Marketing solutions of company

2.3.2.1 Product policy

2.3.2.2 Price policy

2.3.2.3 Distribution policy

2.3.2.4 Mixed Promotion policy.

2.3.3 Market researching activity of company.

Chapter 3: RECOMMENDATIONS

3.1 The developing direction of company.

3.1.1 Target market and marketing objectives.

3.1.2 Competitive position of company in the market.

3.2 Marketing solutions.

3.2.1 Competitive strategy of company

3.2.2 Product strategy for target market

3.2.3 Price policy

3.2.4 Distribution strategy

3.2.5 Mixed promotion strategy.

3.3 The supporting solutions

3.3.1 Marketing organisation

3.3.2 The solutions of  researching Marketing

CHAPTER 1: THE RATIONALE OF MARKETING IN BUSINESS ACTIVITY.

1.1 The basic definition and characteristics of marketing.

1.1.1 Definition.

What does the term “marketing” mean?  Marketing is often equated  as selling and advertising, and no wonder, we are bombarded with television commercials, newspaper ads, direct mail campaigns, Internet pitches and sales calls everyday. Although they are important, they are only two of many marketing functions and are often not the most important ones.

According to American Marketing Association (AMA): “Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large”.

Dr. Philip Kotler defines marketing as “The science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit.  Marketing identifies unfulfilled needs and desires. It defines, measures and quantifies the size of the identified market and the profit potential. It pinpoints which segments the company is capable of serving best and it designs and promotes the appropriate products and services”.

Another view from Heidi Cohen-President, Riverside Marketing Strategies, he defines: “Marketing is the process of getting a product or service from a company to its end customers from product development through to the final sale and post purchase support”.

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