25 MARKETING SOLUTIONS FOR NEW PRODUCT AT GATTNER VIETNAM

The paper aims at finding out the achievements anddrawbacks in Gattner Vietnam‘s marketing activities, and more importantly,suggesting main methods to improve the efficiency of marketing

This study look at the methods of improving Marketing for new product atGattner Vietnam company The paper aims at finding out the achievements anddrawbacks in Gattner Vietnam‘s marketing activities, and more importantly,suggesting main methods to improve the efficiency of marketing at the company Inorder to achieve these aims, the graduation paper surveys the current performance

of marketing activities in the company and point out whether it is effective or not.From received results, the study argues the most practical implications at GattnerVietnam to improve the efficiency of marketing at the company in the future years

I would like to express my deep gratitude to all those who have given me thepossibility to complete this graduation thesis In preparing this graduation thesis, Ihave had generous help and advice from my teachers, my colleagues, my family and

my friends I would like to express my great thanks to all of them

First of all, I would like to express my deepest gratitude to my supervisor,M.A Tran Huong Giang, lecturer of Academy of Finance, for her guidance andinstructions It is whole-heartedly appreciated that your great advice for my studyproved monumental towards the success of this study

Second, I wish to show my sincere thanks to all my teachers at Academy ofFinance, who have provided me with worthy lessons throughout 4 years of study

Moreover, I am indebted to the staffs of Gattner Vietnam Company for theirvaluable supports during the internship I am extremely thankful and indebted tothem for sharing expertise, and sincere and valuable guidance and encouragementextended to me

Furthermore, I would like to send my loving thanks to my family whosegreat love and care in both spirit and health to encourage me to complete the thesis Last but not least, I also place on record, my sense of gratitude to one and all, who directly or indirectly, have lent their hand in this thesis

TABLE OF CONTENTS

DECLARATION i

ABSTRACT ii

ACKNOWLEDGMENTS iii

TABLE OF CONTENTS iv

LIST OF TABLES vii

INTRODUCTION 1

2 Aim of the study 2

3 Methods of the study 2

4 Scope of the study 2

5 Organization of the study 3

CHAPTER 1: LITERATURE REVIEW OF MARKETING 4

1.1 OVERVIEW OF MARKETING 4

1.1.1 Definition of Marketing 4

1.1.2 Basic concepts of Marketing 4

1.1.3 Marketing Classification 8

1.1.4 Marketing Mix 9

1.2 METHOD AND CRITERIAL ASSESSING OF EFFECTIVE MARKETING IN THE COMPANY 10

1.2.1 Based on Revenue 10

1.2.2 Based on Customer reviews 11

1.2.3 Based on Social network indicators 11

1.2.4 Coverage of the business 13

1.3 FACTORS AFFECTING MARKETING ACTIVITIES OF COMPANY 14

1.3.1 Macro environment in marketing 14

1.3.2 Micro environment in Marketing 15

CONCLUSION CHAPTER 1 17

CHAPTER 2 : MARKETING ACTIVITIES AT GATTNER VIETNAM 18

2.1 OVERVIEW OF GATTNER VIETNAM 18

2.1.1 General information of Gattner Vietnam 18

2.1.2 History of development 18

2.1.3 Organization structure 20

2.1.4 Human resource situation at the company 21

2.1.5 Product 22

2.1.6 Production 22

2.2 PRACTICAL SITUATION OF MARKETING ACTIVITIES AT GATTNER VIETNAM 23

2.2.1 Analysis of the business environment 23

2.2.2 Marketing strategies in Gattner Vietnam 25

2.2.3 Business performance of Gattner Vietnam from 2014 to 2017 33

2.2.4 Customer reviews on new product of Gattner Vietnam 34

2.2.5 Market coverage of Gattner Vietnam 35

2.3 ACHIVEMENT AND LIMITATION OF MARKETING ACTIVITIES WHEN LAUCHING NEW PRODUCT AT GATTNER VIETNAM 37

2.3.1 Company’s achievements when lauching new product 37

2.3.2 The shortcomings in marketing campaign when launching a new product of Gattner Vietnam 39

2.3.3 Price restriction 39

2.3.4 Distribution restriction 39

CHAPTER 3: SOME SOLUTIONS TO IMPROVE EFFICIENCY OF MARKETING AT GATTNER VIETNAM 41

3.1 ORIENTATIONS AND OBJECTIVE FOR THE FUTURE DEVELOPMENT AT GATTNER VIETNAM 41

3.1.1 Orientation for the future development at Gattner Vietnam 41

3.1.2 Objectives for the future development at Gattner Vietnam 41

3.2 RECOMMENDATION TO IMPROVE EFFICIENCY OF MARKETING AT GATTNER VIETNAM 42

3.2.1 Solution to the production restriction 42

3.2.2 Solution to the pricing restriction 43

3.2.3 Solutions to the distribution restriction 45

3.2.4 Solutions to the promotion restriction 47

GENERAL CONCLUSION 51

REFERNCES 52

1.Rationable of the study

In the world economy, marketing is considered as an important tool to archive thehighest profit for the business manufacturers, especially in the developed economicconditions, the producers’s fate is closely tied with the destiny of product and goodsthey put on the market That is why the company knows to choose the main productthe use of effective tools for development is decided survival of the company

Marketing in Vietnam has become very important and being taken care of over thepast decade New technologies, new approaches, new ideas and channels ofmarketing and promotion The advent of the Internet and the development oftechnology broke the marketing stance into two opposing lines (traditional anddigital) Thank to it, the “mission” of the marketing is expanded , broader and morecomprehensive, more interactive , beyond the scope and goals of simple marketingand business

.Currently, many foreign enterprises entering the Vietnamese market have failedbecause of their marketing strategies such as Uber,Gloria Jean’s Coffees orAirAsia When entering the Asian market five years ago, Uber was successful Ithas been a great success in the US market and many major cities in Europe Uberquickly entered the Southeast Asian market and in 2014 it officially enteredVietnam Uber has adopted its model of success in the US, but that does not meanits success in Vietnam and the main cause of failure is the lack of understanding ofVietnamese culture Therefore, it is extremely important to choose the rightmarketing strategy when launching a new product to consumers

Gattner Vietnam Co.,Ltd is a 100% foreign invested company The company usesthe lastest and most modern technologies of the world, has the advantage of a longexperience and long-term partnerships with two traditional supplies : INOUTIC vàWINKHAUS Howerer, the company entered the Vietnamese market later thancompetitors such as Eurowindows,EBM This is one of disadvantages and

challenges of introducing new products from the company while the competitors’sproduct s have built up the trust of customers In the addition, the lack of effectiveuse Internet in introducing products to cutomers is also a drawback while customersare increasingly shoppong online today.Therefore, a marketing strategy for newproduct is esstial to broadly advertise the product as well as to build customer trust During my training time at Gattner Vietnam, being aware of the important role of

in the operation and development of a company, as well as based on knowledgelearned at school and practical experiences I got from the internship, I decided tochoose the topic “ Marketing solutions for new products of Gattner VietnamCo.,Ltd ” as my graduation thesis title

2 Aim of the study

The aim of this study is to understand the current situation of Marketingactivities for new product at Gattner Vietnam Co.,Ltd and therefore, to suggeststrategies and solutions to improve and strengthen the efficiency of Marketingactivities for new product at Gattner Vietnam Co.,Ltd

3 Methods of the study

Based on knowledge at university, books and self-accumulation and to these aboveobjectives, several methods of studying the thesis are used as follow:

Figure collection: from websites of Gattner Vietnam Co.,Ltd, books, internet andinternal information of the corporation

Inductive, deductive and statistical method

Figure comparison, data evaluation, judgment and conclusion

Method of analyzing, summarizing, synthesizing materials and books from thetheoretical background

4 Scope of the study

The study is performed at Gattner Vietnam Co.,Ltd, at Bich Hoa,Thanh Oai,HaNoi,Viet Nam The study is based on data provided by the company from 2017-

2019 The object of the study is Marketing solution for new product of thecompany

5 Organization of the study

Besides the Introduction, Conclusion and References, the thesis includes 3chapters:

Chapter 1 - Theoretical Background of Marketing: This chapter provides a

general overview of Marketing

Chapter 2 - Current situation of Marketing at Gattner Vietnam Co.,Ltd: The

main part of the thesis which gives the overview of and the current situation ofMarketing in this corporation

Chapter 3 - Some solutions to improve efficiency of Marketing for new product at Gattner Vietnam Co.,Ltd: This chapter gives the orientations for the future

development of Gattner Vietnam and provides some practical recommendations andsolutions to improve the efficiency of Marketing for new product of this company

CHAPTER 1: LITERATURE REVIEW OF MARKETING

1.1 OVERVIEW OF MARKETING

1.1.1 Definition of Marketing

Marketing is a very broad term that is difficult to define Marketing, more than anyother business function, deals with customers Creating customer value andsatisfaction are the heart of modern marketing thinking and practice The twoimportant goals of marketing are to attract new customers by promising superiorvalue and to keep current customers by delivering satisfaction

According to the American Marketing Association (1985), “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.”

Philip Kotler’s definition of Marketing in 2012 is that “Marketing is a social and

managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with other”

Marketing as a discipline involves all the actions a company undertakes to draw incustomers and maintain relationships with them Networking with potential or pastclients is part of the work too, and may include writing thank you emails, playinggolf with prospective clients, returning calls and emails quickly, and meeting withclients for coffee or a meal At its most basic level, marketing seeks to match acompany's products and services to customers who want access to those products.Matching products to customers ultimately ensures profitability

1.1.2 Basic concepts of Marketing

1.1.2.1 Needs, Wants and Demands

Most basic or core concept of fundamental marketing is that of human needs, wantsand demands These are explaining below

1.1.2.1.1 Needs

Identifying of unfulfilled needs is the pre-condition of making successful ofmarketing activities Marketers try to satisfy the needs of customers Human needsare the one kind of deprivation of one thing of basic satisfaction A need is athinking of mind that reflects the lackness of something Actually, needs are felt ofdeprivation Marketers normally did not create these needs but they find theseneeds

So, needs are the deprivation and satisfaction For example, needs are food,clothing, warmth, safety, shelter etc

1.1.2.2 Wants

Wants are the options of satisfying needs that shaped by culture and individual personality Human beings must require food but what type of food they will take that is depended on cultural and social of individually One person may like a burger but another person might like rich food Maximum satisfaction of customers need depends on the quality of a product Our assets are limited but our wants are many, for the reason marketers try to fulfill on creating satisfying of unlimited wants by limited assets.

1.1.2.3 Demands

When needs arise, wants became for specific products that are backed by the ability and willingness of consumers to buy the products that is call demands In demand, there is a vital relation with time Not all wants are transfer into demand The wants become demand when the wants are supported by ability and willingness to buy Need is a one kind of wish, want is a selected process of need and the selected thing when it fulfill the ability and willingness then it become the demand Thus, a rich man has demand for a Mercedes Car In addition, rich man will buy it next month It is a demand for rich man But it is need for middle class person and want for poor man All are actually classified by Money, ability, and willingness

1.1.2.4 Marketing Offerings

Marketing Offering is that making ensuring of consumers satisfaction Marketingoffer is one kind of offer that marketer makes as per requirements of a consumer.The marker try to offer standard product that satisfy the need of a consumer in terms

of quality, quantity, price etc Marketing offering can be ‘tangible’ or intangible’.The marketing offering is explaining below

1.1.2.4.1 Products

Product is a thing that give the satisfaction of customers It is provided thesatisfaction of physical and psychological both Actual, product features are color,branding, packaging, labeling etc There are two kinds of product is available thatare tangible and intangible Marketing consider product benefits and services.Therefore, product is very important for marketing offering because marketingoffering is fully dependent on product

1.1.2.4.3 Experiences

Experience is acquired real knowledge about any thing Experience is to do, to see,

to feel something by acquired knowledge or skilled The company wants hisexperience to do better in future By using experience company ordered to manager

to make marketing process Experience in marketing has an experimental value.Normally in business, experience is very important Some kind of businessorganization does not want to appoint their employee without having experience ofthis job A company provides more facility or increase salary or gives promotion ofmanager or other employee only for experience

1.1.2.5 Value and Satisfaction

Value and satisfaction is very important on marketing core concept They areexplained below in details

1.1.2.5.1 .Value

Value is the capacity of a product or service Normally value is determined by thelevel of satisfaction of customers If satisfaction level is low, it means the value ofthe product is low and consumer will leave this product Customers always thinkabout value of a product when they go to buy this product It is ever-present in theirminds about value of a product Actual, value is the difference between consume of

a product and the cost of buy this product Customers spend money, give time,power and mental labor for buying a product For this reason, the consumer wantsthe best value of a product

1.1.2.5.2 Satisfaction

Satisfaction is like a desire of mind that can not be measured or it can not bequantified Actual, the purpose of marketing is the satisfaction of customers bycreating value of a product and make a long-term relationship to customers Thesatisfaction of customer is also depended on quality of the product or the quality ofthe service provided You have to be careful as a marker in setting your costumerssatisfaction level too low Then your customers will go to your competitors On theother hand, if you set your satisfaction level too high that you can not achieve thenalso your customers will go to your competitors So, you have to determined thelevel of satisfaction as middle or normal so that the customers come back and buyyour product again

1.1.2.6 Exchanges and Relationships

Exchange and relationship is always very important in core concept of marketing.Exchanges and relationships are explained in below in details

1.1.2.6.1 Exchanges

Exchange is very basic concept of marketing In fact, another name of marketing isexchange Producers and manufactures are trying to make available all sorts of

goods that are needed by the society Exchange is one kind of activity that createsvalue and this value is provided to other party In exchange money is alwaysneeded Without money the exchange process is not possible Every companyproducts are exchange for money Marketers provide product, service and idea tothe customers in exchange of money.

1.1.2.6.2 Relationship Marketing

Customer is the king in the business If you want to grow up your business, youhave to create a good relationship to customer You have to keep always busy tomake happy of customers by satisfying his or her needs in terms of quality, price,time, quantity, regularly in supplying In relationship, the quality of product is veryimportant If the customer understands the quality, value or facilities of yourproduct he will build the goodwill for your company by telling his friends andrelatives because of which this way customers increase

This think has also negative side and that is customer will be dissatisfied for boring,inequality product So, if you want to run your business in long-term you have tocreate a good and long-term relationship to customers for longer lasting loyalty

1.1.2.7 Market

Marketing follows market Market is a set of present and future buyer Market is aplace where buyers and sellers are come in touch with detailed information aboutwhat sellers are offer and what buyers are ready to buy Some people do not say that

in market a place should stay But a market is where different types of transactionshappen that is also call market In market, the goods flow from the sellers to thebuyers and money flow from buyer to reach sellers to complete the exchange

1.1.3.2 Scope of application

Marketing for company

Marketing for industries

Marketing for countries

1.1.4 Marketing Mix

1.1.4.1 Product

A product is the heart of the marketing mix All marketing activities begin with theproduct The product is not a physical entity alone; it captures the whole tangibleand intangible aspects like services, personality, organization, and ideas

Without a product, we have nothing to price, promote or place Hence, of all the 4

Ps the Product is the most elemental P

Here, it is essential to understand the term product mix concerning marketing Theproduct mix is the whole range of products a company offers to its customers Say,for instance, Apple an authority in electronic brand commands loyalty as a pioneer

of mobile technology and e-devices Suppose, Apple decides to expand its productline with a new Apple sports shoe Thus the product mix of Apple.Inc will covermobile phones, tablets, iPods, watches and the new one in line the Apple shoes.The decisions regarding product mix will depend on many factors like: design,features, brand name, product variety, quality, services, packaging, returns, etc

1.1.4.2 Price

Price is the monetary value that has to be paid by a customer to acquire or own theproduct of a company It is the critical revenue-generating component of the firm.Pricing decisions should be taken with great care, as it is a double-edged sword Ifyour product is priced too high, it may exude a feeling of high quality At the sametime, it will make your product placing to limited and standard stores So themarketer must know the art of wielding this dangerous sword of pricing

The pricing mix decisions need to consider the below marketing variables :methods

of pricing; policies; strategies, allowances; discounts, rebates, payment period,credit policy

1.1.4.3 Promotion

It aims to serve two objectives One, it informs the potential customers about yourproduct and secondly, it persuades them to buy your product The promotion mixwill thus include the various means that you can use to communicate with the targetaudience An effective promotion mix will ensure good sales and a marketer muststrive to create a conducive environment

The main elements of a promotion mix are:advertising ,personal selling, publicrelations, direct marketing, publicity -social media, print, etc

The following are the elements of a distribution mix : channels of distribution,warehousing decision, product handling, transport, inventory control, orderprocessing, coverage

1.2 METHOD AND CRITERIAL ASSESSING OF EFFECTIVE MARKETING IN THE COMPANY

1.2.1 Based on Revenue

One of the most common metrics of success of a marketing campaign is total sales Toevaluate the success or failure of a business, revenue is probably the first factor that manypeople think of After each marketing campaign, the number of business customers hasincreased, increasing by how much% is what businesses need to care about

To be able to clearly analyze the success / failure factors of a campaign, businessesshould statistic the following data:

Number of customers who bought in a day, week, month and year prior tomarketing

Number of customers who made a purchase in a day, week, month and year afterimplementing marketing Inside:

How many old customers have trusted to continue to use the company's products? How many new customers know and choose to buy products of the business?

What is the ratio between old and new customers?

The more clear and detailed the statistics are, the more detailed it helps businessesunderstand the real situation of their businesses after implementing these marketingcampaigns

1.2.2 Based on Customer reviews

What do customers think about your business's marketing campaign, how docustomers rate your business, are also factors that we need to consider The factthat customers have a good experience on the website not only helps you evaluatethe effectiveness of the marketing campaign, but also helps businesses retaincustomers, causing them to come back to buy the company's products in the nexttime

To measure customer reviews, businesses can apply many different measures such

as adding scoring features, reviewing on the website; gift-giving survey programs;Share on fanpage with comments about businesses to receive discounts for the nextpurchase

1.2.3 Based on Social network indicators

According to Statista, it is estimated that by 2020 there will be 3.6 billion peopleusing media & social networks worldwide This number is expected to increase tonearly 4.41 billion by 2025

Social networks are seen as fertile ground for those who want to develop theirproducts and businesses through marketing activities According to Buffer (2019),73% of marketers believe that their efforts through marketing on social pages havebeen very effective for their businesses

To measure the effectiveness of marketing campaigns on social networks, usuallybusinesses will divide into 3 main groups of indicators, namely: performance index,distribution index, action index.

CR= (Number of positive conversions/ Number of clicks received) x 100

CPR will help businesses calculate how much they need to pay for each result (newcustomers access / sell products / ) The cost for these results will be calculated bythe formula: total ad spend / number of results

Besides engagements, conversion rate is also a factor that businesses care about.The formula for measuring conversion rates is: number of results (number ofcustomers - number of products sold) / impressions

1.2.3.2 Distribution index

Impressions, the average frequency of users visiting your social networking site,and CPM (Cost per 1000 Impressions) are the factors used to evaluate the marketingeffectiveness of your brand

CPM fomula :

CPM = (Cost to the Advertiser / No of Impressions) x 1000

In another way,

Cost to the Advertiser = CPM x (Impressions/1000)

Every week / month, you should check the number of times your website / ad appears,the average number of times a person has viewed your ad, and how much you need topay to get 1000 impressions Then check with the previous week / month Ifimpressions and frequency increase, CPM decreases, it shows that the business haspartly achieved efficiency in marketing campaigns that have been implement

1.2.3.3 Action index

One of the factors to consider when tracking action metrics is the number ofinteractions on social networking sites The amount of interactions may includelikes, comments, article sharing, fanpage messages Depending on the purpose ofthe social networking site, the engagement metrics will vary

In addition, we should also regularly update the number of page likes / followers,CTR - Percentage of people who see your ad and make clicks on it, CPC - averagefee per click on the ad link to make sure the action indicators are good or not,what factors need to be improved

CPC Formula

Numerically,

CPC= Cost to the Advertiser / Number of Clicks

Or

The cost to the advertiser = CPC x Number of clicks received

1.2.4 Coverage of the business

The coverage of a business in the market also partly determines its marketingeffectiveness If you have come up with good enough marketing strategies andsuccessfully implemented these strategies, your business will have an ever-expanding market share in the market

Normally, enterprise coverage is tracked based on two indexes: NumberDistribution - ND (the index that measures the level of distribution or presence of aproduct at points of sale in the market) and Weighted Distribution - WD ( The indexcalculates the efficiency of the distribution channel based on the point of sale)

Number Distribution =Number of store selling your brand Total number of store∈range x100

Weighted Distribution =Category sale of store selling your brand Total category sale of all store ∈range x 100

In order for ND and WD indexes to be as good as expected, businesses should trainthe sales team to be methodical, come up with a variety of marketing strategies,regularly survey and visit the sales point situation…

1.3 FACTORS AFFECTING MARKETING ACTIVITIES OF COMPANY

1.3.1 Macro environment in marketing

1.3.1.1 Socio-cultural environment

Marketing activities in one form or another are in the social sphere and each societyhas a culture that guides its daily life Culture is everything associated with the basichuman trend from birth, growing up

The elements of the analytical cultural environment here focus only on the valuesystem, beliefs, traditions and behavioral standards, these are factors that affect theformation and characteristics point of consumption market Analyzing the culturalenvironment allows businesses to have different levels of understanding of theircustomers

There are some of following commonly studied criteria :

Firstly, there are population or number of people present in the market Throughthis criterion allws businesses to determine the size of their needs and the diversity

of demand

Secondly, there are movement trends of the population such as birth and death rates,average age and young and old classes Knowing the movement trends of thepopulation can evaluate the type of demand and the products to meet that need.Thirdly,there are population mobility and movement trends

Fourthly, there are income and income distribution of consumers This factor isrelated to the demand satisfaction in terms of financial capacity

Next, there are occupation of social class

Finally, there are ethnicity, race, ethnicity and religion

1.3.1.2 Economic and technological environment

The influence of factors in the economic and technological environment on thebusiness activities of the enterprise is very large These environmental factorsdictate how a business and the economy as a whole can use their potential andthereby create business opportunities for each business Movement trends and anychange of these environmental factors create or narrow the business opportunity ofthe business to different degrees and even lead to the need to change the strategicgoal business strategy.

1.3.1.3 Competitive environment

Competition is defined as the driving force behind the development of a marketeconomy on the principle of who is more complete, satisfies the need better and ismore efficient than that, wins, survives and develops In increasingly fiercecompetition, businesses have to rise above their competitors

The conditions for competition and the actors involved in the business process to goahead create a competitive environment in the economy Enterprises need to definefor themselves a perfect competition strategy, a competitive strategy needs to reflectthe influencing factors of the competitive environment surrounding the business Analyzing the competitive environment is very important, underestimating thecompetition, underestimating the conditions and factors in the competitiveenvironment that lead to failure is indispensable

1.3.2 Micro environment in Marketing

1.3.2.1 Customer’s Demand

Needs contain three levels: natural need, desirable need, and solvency In particular,the natural need reflects the human need for a certain item, this need is formed bythe lack of consciousness about an item or service for consumption

Each person has a different state of consciousness, depending on physiologicalneeds, social environment and himself Desired needs are natural human needs butconsistent with cultural level and individual personality Each person has a differenteducational level and personality, so the needs to be desired have a differentspecific form

1.3.2.2 Analyze customer buying behavior

Buying behavior of customers is extremely diverse and rich, each person has theirown shopping needs and therefore the buying behavior of customers is not thesame Categorizing customers into different groups is an essential job forbusinesses

Identifying and giving appropriate options to customers' buying behavior helpsbusinesses get closer to customers and thereby better satisfy their needs There aremany different ways to classify customers, but for commercial enterprises, it iscommon to classify customers according to two basic groups Customers areintermediate consumers and customers are the end consumers

CONCLUSION CHAPTER 1

Marketing is one of the most important things a business can do Not only doesmarketing build brand awareness but it can also increase sales, grow businesses andengage customers Therefore, when lauching a new product, the company needs toconsider to come up with suitable strategies

CHAPTER 2 : MARKETING ACTIVITIES AT GATTNER VIETNAM

2.1 OVERVIEW OF GATTNER VIETNAM

2.1.1 General information of Gattner Vietnam

Vietnamese name : Công ty trách nhiệm hữu hạn Gattner Việt Nam

Abbreviated name : Gattner VIETNAM

Full name of taxpayer : Gattner Vietnam

Number of date of business registration certificate of establishment andoperation certificate , investment certificate : 111022000833

05/05/2010

Date of issuing tax identification : 07/05/2010

Taxdepartment in charge : Tax department

2.1.2 History of development

Gattner VIETNAM is a German-Vietnamese company with its headquarters in

Hanoi, Vietnam Gattner factory is located in Thanh Oai Industrial Complex, Bich

Hoa commune, Thanh Oai district, Hanoi City Hanoi, Vietnam's largest westerngateway of Hanoi with modern infrastructure, convenient transportation, the totalarea of 10000m2.They are specializes in the manufacture aluminum and uPVCdoor/window and facade installation

The company Gattner VIETNAM was founded in 2010 by 2 German entrepreneurs,

Mr Gattner and Mr Höliner and a Vietnamese entrepreneur Mr Vu Duc inVietnam At the time, Mr Gattner and Mr Höliner had been managing a windowand façade company for more than 20 years at the headquarters in Leinefelde-

Worbis, Germany In this field the former company Fenster- und FassadenbauGattner GmbH was one of the top 20 companies in Germany and has worked onfaçade construction projects all over Europe and partly worldwide Due to the 20years of experience of the two German entrepreneurs, the technical know-how wasbrought into the Vietnamese company Gattner Vietnam In order to train theVietnamese workers in all skills of window production, a German productionmanager (Mr Jens Winkel) trained them for the first 2.5 years He educated,instructed and supervised the workers into the manufacturing processes as well asthe assembly processes.

In 2014, the German company Gattner GmbH was sold to the Foca Group Sincethen, the Vietnamese company Gattner Vietnam is owned by Mr Khoi Vu Duc and

Mr Jens Manfred Höliner In addition, the German company GAT - German AsianTrade OHG was founded in the same year 2014 by both entrepreneurs This serves

as a purchasing, trading and technical planning company The owners of Công TyTNHH Gattner Vietnam are also owners of the German company GAT-German-Asian-Trade OHG in Germany Thus GattnerVietnam and GAT - German-Asian-Trade OHG (Germany) are a corporate network

Through the companies GAT - German-Asian-Trade OHG and Gattner Vietnam weare able to import our required materials from Germany Our main system partnersare Inoutic / Deceunick in Bogen, SchücoGermany in Bielefeld, AugustWinkhaus in Telgte and Arcon in Feuchtwangen We specialize in the manufactureand assembly of window, door and facade elements made of aluminum and uPVC

We also manufacture the insulating glazing for our construction elements

Gattner Vietnam manufactures windows and doors to German standards and stands

at the top of the Vietnamese market in terms of quality Our machines are from topcompanies such as LiSEC, BOTTERO, Elumatec, Urban and Schüco, which wereimported from Germany to Vietnam These are machine manufacturers forprocessing uPVC windows, aluminum windows and insulating glass Thecompanies have a long history

Gattner VIETNAM procures materials from 2 suppliers for the manufacture ofuPVC window-door systems: INOUTIC / DECEUNICK: one of the leadingEuropean manufacturers of energy efficient PVC profile systems for windows,doors and shutters and WINKHAUS: a German company with more than 160 years

of experience in the field of window technology and door locks Worldwide, thecompany is highly regarded and appreciated by window manufacturers, dealers andarchitects

Sale Accounting

Production

plant

Human resource Production

2.1.4 Human resource situation at the company

The labor statistics at the end of 2015, 2016 and 2017 are as follows:

In 2015 the company has 102 people In 2016, the company has 121 people In

2017, the company has 154 people (Source: Human Resource Department)

According to this, the number of employees has increased over the last 3 years Thenumber of total labor in 2016 increased by 19 people compared to 2015; in 2017,thenumber go up for 33 people compared to 2016 Overall, this information shows thatthe Company's labor force is tend to increase rapidly

At the present, the company's total labor force is 154 people, of which 65% isfemale and 35% is male, which lead to a conclusion that the number of femaleemployees in the company accounts for a large proportion This is due to the factthat the company trades in a unique product with female employees primarily;thereby facilitating the management of female workers in general But this laborstructure also greatly affects the operation of the company in the case of a series offemale employees taking maternity leave or giving birth, requiring the company tohave a reasonable policy to overcome its situation

Gattner Vietnam attaches great importance to the recruitment and training in order

to have well-qualified and professional employees who meet their work efficiency

In general, labor qualification of Gattner Vietnam is very high (in 2018, universitylevel accounted for 70.6%) With the growing trend of globalization and fiercecompetition, improving labor qualifications is becoming more and more necessarythan ever

The age of the employees is mostly from 19 to 35 years old, accounting for 70% ofthe labor force in 2018 The company is focusing on recruiting young staff toimprove operations Young people have many unique initiatives and theyunderstand the psychology and behavior of customer, which creates direction todevelop extremely unique and diverse products for Gattner They are the importantfactor for the development Gattner Vietnam

2.1.6.1 Glass production by LiSEC

In the glass production line, they use machines from LiSEC The glasses are cut tothe desired dimensions on the BOTTERO glass cutting table The glasses then passthrough the LiSEC production line, where they are washed and pressed intoinsulating glazing they import our used glasses from Arcon and Arnold Glas inGermany, which have a high quality The Arcon glasses have a thermal barriercoating , that means that the base glasses are coated in a special magnetron process(coated) This glass coating consists of various metallic materials, which significantlyreduce the heat / cold passage through the glazing Thus, the use of these glasseswould be ideal for the weather condition in Vietnam In their assortment they offervarious glass coatings, such as different sun protection glasses

2.1.6.2 Plastic production by Elumatec and Urban

Gattner VIETNAM procures materials from 2 suppliers for the manufacture ofuPVC window-door systems: the first supplier is INOUTIC / DECEUNICK whichone of the leading European manufacturers of energy efficient PVC profile systemsfor windows, doors and shutters The second supplier is WINKHAUS which is aGerman company with more than 160 years of experience in the field of windowtechnology and door locks Worldwide, the company is highly regarded andappreciated by window manufacturers, dealers and architects

Production process uPVC

The uPVC profiles are sawn by the Elumatec saw to the appropriate dimensions.The cut profiles will pass through a CNC machining center from Elumatec next Allthe required notches and holes for the assembly of accessories and fittings will be

milled, as well as the automatic screwing of the reinforcement steel will beperformed here After that, the window frames and casements are automaticallywelded in our 4 head welding machine The resulting weld beads are then milledand cleaned using our cleaning machines The welded-plastic profiles are nowcarefully occupied by our specially trained workers with fittings, locks and doorhandles Finally, the double-glazed insulating glazing will be installed Now onlythe transport and the professional assembly remains

2.1.6.3 Aluminum production

Gattner Vietnam procures materials from explicitly 1 suppliers for the manufacture

of aluminum systems there is Schüco Germany which is one of the market leadersfor innovative building envelopes, which develops and sell system for windows,doors and facades

Production process aluminum

The aluminum profiles will be cut to the desired dimensions by a Schüco sawingmachine (PDG e-Cut 600l) The perfectly cutted profiles will pass through theSchüco AF300 center machine next, where all the required holes for subsequentfinishing (such as fitting…) are milled After processing in the AF300, the profilesare joined together with corner joints and a special 2-components adhesive, glued andpressed As soon as the glue dried, our workers assemble the fitting, as well as thelocks, door handles and other fittings Finally, the double-glazed insulating glazingwill be installed Now only the transport and the professional assembly remains

2.2 PRACTICAL SITUATION OF MARKETING ACTIVITIES AT GATTNER VIETNAM

2.2.1 Analysis of the business environment

2.2.1.1 The economic environment

In 2019, the stability in economy lead to higher incomes, therefore, people have

higher needs in home shopping activities

However, in the first 2 months of 2020, due to the impact of the Covid-19pandemic, the economy has somewhat slowed down Assessing the impact of the