Marketing situations and solutions for products of haiha confectionary joint stock company

MARKETING SITUATIONS AND SOLUTIONS FOR PRODUCTS OF HAIHA CONFECTIONARY JOINT STOCK COMPANY 1 1 Facebook @Dethivaonganhang www facebook com/dethivaonganhang www ThiNganHang com S Á C H – T À I L I Ệ U[.]

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FACULTY OF BUSINESS ADMINISTRATION

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REPORT OF MID-TERM INTERNSHIP

MARKETING SITUATIONS AND SOLUTIONS FOR PRODUCTS OF HAIHA CONFECTIONARY JOINT -

STOCK COMPANY

Full name: Nguyen Thi Quyen Student ID: 11112 5 0031 Class: A14 CLC QTKD K 50

Guidance teacher: Ms Le Thu Hang, MBA

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Hanoi, July 2014

TABLE OF CONTENT

TABLE OF CONTENT

LIST OF TABLE

EXECUTIVE SUMMARY 1

CHAPTER1: OVERVIEW ABOUT HAIHA CONFECTIONARY JOINT- STOCK COMPANY 3

1.1.General introduction 3

1.2 History and development progress 3

1.2.1 Period 1959 – 1961 4

1.2.2 Period 1962– 1967 4

1.2.3 Period 1968– 1991 4

1.2.4 Period 1992 to 2002 5

1.2.5 Period 2003 to now 5

1.3 Functions and missions 6

1.4 Professions and business fields 6

1.5 Organizational structure 8

1.6 Business situation and result of HAIHACO in 4 recent years 9

CHAPTER 2: THEORETICAL FRAMEWORK 17

2.1 Key terms and definitions 17

2.1.1 Marketing 17

2.1.2 Marketing research 17

2.1.3 Targeted customers 18

2.1.4 Market segmentation 18

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2.2 Role of marketing 18

2.3 Factors affecting marketing activities 19

CHAPTER 3: FINDING AND ANALYSIS 24

3.1 Select target market 24

3.2 Product strategies 25

3.2.1 Trade mark 25

3.2.2 Packing 26

3.2.3 Product catalogues 27

3.2.4 New product development 28

3.3 Pricing strategies 29

3.3.1 Valuation methods: 29

3.4 Distribution strategies 30

3.5 Promotion mix strategies 32

3.5.1 Advertising 32

3.5.2 Sales promotion 32

3.5.3 Personal selling 33

3.5.4 Direct marketing 34

3.5.5 Public relations 34

3.6 Evaluate marketing situations : advantages and disadvantages 35

3.6.1 Advantages 35

3.6.2 Disadvantages 35

3.6.3 Reasons: 36

CHAPTER 4: RECOMMENDATIONS 37

4.1 Development orientation of the company 37

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4.1.1 Enterprise development orientation 37

4.1.2 Orientation of marketing activities 37

4.2 Solutions for marketing activities 38

4.2.1 Solution 1: People strategy 38

4.2.2 Solution 2: Complete products 38

4.2.3 Solution 3: Finalize distribution channels 38

4.2.4 Solution 4: Pricing strategy 38

SOLUTION 39

REFERENCES 40

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Table 1.1: Income statement in 4 recent years 9

Table 1.2: Balance sheet in 4 recent year 11

Table 1.3: Basis financial ratios 13

Table 1.4: Business result from 2010–2013 14

Table 1.5: The chart of the revenue, expense and profit before tax in the period of 2010– 2013 15

Table 2.1: Confectionery consumer tastes each region 19

Table 2.2: Confectionery consumption tastes by age and income 20

Table 2.3: Budget for marketing activities 22

Table 2.4: Product catalogues of company in 2012 27

Table 2.5: A number of Haiha bakery stores (year 2012) 31

Table 2.6: Dealers of Haiha Confectionery Joint - Stock Company in 2012 31

Table 2.7: Consumption situation by distribution channel 32

Table 2.8: Budget for marketing activities 32