Luận văn thạc sĩ Quản trị kinh doanh: Strategy of developing new IT products to the Vietnam market. Case study of Dell EMC = Chiến lược phát triển sản phẩm công nghệ thông tin mới tại thị trường Việt Nam. Nghiên cứu điển hình trường hợp Dell EMC

This research, on the understanding of the importance of launching programsfor new IT products in local market, is keen on comprehending demands ofcustomers and marketing environment in

FUNDAMENTAL THEORY OF LAUCHING STRATEGY

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A marketing plan is essential for business operations at three levels: business-unit, product, and market It plays a crucial role in strategic planning by targeting specific market opportunities (Kotler and Armstrong, 2012, p 38) Effective marketing tactics ensure that offerings reach customers, ultimately leading to the achievement of economic and business objectives.

A marketing plan, as defined by Kotler and Keller (2006), serves as the essential tool for guiding and coordinating marketing efforts It encompasses both strategic and tactical responsibilities The strategic aspect involves a thorough analysis of the marketing environment to seize market opportunities, which includes identifying target markets and delivering appropriate value propositions This analysis examines six key elements: demographic, economic, technological, physical, social, cultural, and political/legal factors, which are crucial in recognizing influencers that shape business decisions (Johnson, Scholes, and Whittington, 2008) Additionally, these insights provide vital inputs for addressing uncertainties in the market (Wack, 1985).

A tactical marketing plan outlines specific details such as product functionalities, promotional campaigns, merchandising strategies, pricing approaches, sales channels, and included services By implementing these tactics, businesses can bridge the gap between their offerings and customers' emotional expectations, ultimately driving increased purchasing behavior.

Demographic/ ` Technological/ economic y >ằ physical environment ⁄⁄ Marketing ` environment

^ & đá Sy o, >as N fa 2 a / Product ? 2 `

‹ ie) Place ví ) Pric blic < Suppliers | Wace | - sctomers e} Publics >

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Political/ Competitors ⁄ Social/ legal vi cultural environment “4 environment

Figure 1.1 Influencing factors of marketing plan Source: ‘Marketing Management’, Fig 1.6, p.27 (Kotler and Keller, 2006)

A marketing plan is influenced by critical factors such as marketing intermediaries, suppliers, competitors, and the public, all of which play a vital role in reaching target customers Effective marketing strategies not only focus on gathering competitive market insights but also emphasize fostering strong relationships with marketing intermediaries who are essential for developing, distributing, and selling the company’s products This approach enhances the overall delivery and distribution network, ultimately contributing to the success of marketing efforts.

2012; Kotler and Keller, 2006) Generally, every single marketing effort 1s endeavouring to sell offerings to end-users/customers by the creation of beneficial values and customer satisfaction.

A marketing plan consists of eight essential components: an executive summary, an overview of the current marketing situation, an exploration of opportunities and challenges, identification of marketing objectives, planning of marketing strategies, implementation and action plans, budget planning, and controls These elements are designed to provide a comprehensive understanding of the marketplace while employing effective methods to achieve marketing goals Rather than merely analyzing the marketing environment, a marketing plan outlines tactical solutions and action plans for executing programs and allocating budgets throughout the planning period It is driven by thorough analysis to identify marketing opportunities, target market segments, strategy design, program development, and management of marketing efforts.

Marketing effectiveness hinges on transforming strategies into consistent actions and implementation methods (Kotler and Armstrong, 2012) A marketing plan addresses the what and why of specific approaches, while marketing implementation answers the who, where, when, and how (Kotler and Armstrong, 2012).

1.1.2 The role of marketing plan

A marketing plan serves distinct roles at the corporate, business, and product/market levels At the corporate level, it analyzes the competitive landscape and customer behaviors, providing essential insights for corporate strategy formulation At the business level, it outlines strategic development plans for each unit to achieve future goals, resulting in tailored marketing strategies Finally, at the product/market level, specific marketing programs are created, and effective marketing management sessions are conducted The overall success of the marketing plan hinges on the rationality and effectiveness of each action plan (Jain, 2009).

As customer expectations become increasingly sophisticated, product-specialized companies must integrate the service marketing mix into their marketing strategies Services are distinct from goods due to four key characteristics: intangibility, where quality can only be assessed post-consumption; heterogeneity, which leads to variability in performance based on factors like personnel and experience; simultaneity, where quality is determined during service delivery, complicating quality recall; and perishability, meaning services must be produced on demand since they cannot be stored Relying solely on the traditional 4Ps of marketing (Product, Price, Place, Promotion) may hinder companies from fully meeting customer needs and satisfaction Thus, adopting the 7Ps framework, which includes the additional 3 service elements—People, Physical Evidence, and Process—becomes essential for success.

The integration of marketing mix and relationship marketing necessitates the incorporation of ten key areas of expertise This customer-centric approach emphasizes flexible practices concerning product assortments, categories, designs, features, and brand names (Lehtinen, 2011).

Service-scape, a key aspect of the Physical Evidence in the marketing mix, highlights the crucial role of artificial environments in enhancing consumer experiences (Bitner, 1992) It encompasses both tangible elements, such as buildings and facilities, and intangible aspects, including design style, temperature, and scent (Hoffman and Turley, 2002) A positive first impression of these physical attributes can significantly influence perceptions of service competence and quality, reducing barriers to evaluating service quality (Bitner, 1992; Ezeh and Harris, 2007; Paninchukunnath, 2009) Consequently, effective service-scape design can diminish the perceived intangibility of services.

Our product offering encompasses a comprehensive range of high-quality services and features, ensuring a strong brand presence We prioritize offering valuable content and robust after-sales services, complemented by a credit warranty for customer assurance Competitive pricing strategies, including discounts and commissions, enhance customer perceived value while maintaining a clear differentiation in our offerings Additionally, we ensure that there is a strong alignment between our brand name and pricing, reinforcing trust and satisfaction among our customers.

Promotion | Advertisement; promotion; human promotion; public relation; sales promotion

Place Location; distribution channels; closeness; distribution scope

People Employees: training, personal judge, explanation capability, encouragement, appearance condition, working relationship;

11 attitude; job quit rate; recruitment

Physical Environment: indoor decoration, colour and arrangement; evidence | equipment; tangible product

Process Service decision; procedure; level of automation; employees’ level of judgment; guidance to the customers; service process; after-sales services

Source: Adapted Marketing Mix 7Ps (Booms and Bitner, 1981 as cited in

The two critical factors of Process and People significantly influence the formation of perceived quality, which arises from comparing pre-purchase expectations with post-purchase experiences (Moorthi, 2002; Friedman and Smith, 1993) Process quality, which focuses on the efficiency and accuracy of service delivery, plays a vital role in shaping service quality alongside outcome quality (Caruana, Money, and Berthon, 2000) To be deemed effective, the process must meet customer expectations, particularly given the perishability of services Meanwhile, the People aspect emphasizes the importance of employee service, which encompasses how services are delivered (Grace and O’Cass, 2005) Employees' expertise in responsiveness, reliability, and empathy is crucial in the service sector (Backstrom & Johansson, 2006) Customer perceptions of service quality can vary based on interactions with employees, and well-trained staff can mitigate perceived risks and enhance service quality Ultimately, effective employee interaction during service delivery can address the challenges of inseparability and significantly boost customer satisfaction (Martin, 1999).

From a branding perspective, influencers shape customer perceptions differently for goods and services, although some factors overlap (Grace and O’Cass, 2002) Key elements influencing service-related purchasing decisions include the service environment, customer emotions, the image of the typical user, brand experiences, word-of-mouth, and employee interactions In contrast, feelings and self-congruence are unique dimensions that specifically impact branded product purchases.

Table 1.2 Influencers for marketing in goods and service aspects

Branded product Core product/ service | Branded service

Feelings Experience with | Service-scape

Self-image congruence | brand Employees

Image of user Word-of-mouth communication Source: Adapted ‘Brand associations: looking through the eyes of the beholder’

According to Grace and O’Cass (2002), social influence plays a significant role in shaping consumer behavior, as customers frequently depend on word of mouth to mitigate perceived risks and uncertainties related to their purchasing decisions (Murray, 1991) While word of mouth is often linked to positive consumption experiences and customer satisfaction, it can also have negative consequences if businesses fail to address customer complaints effectively (Mangold, Miller, and Brockway, 1999).

Marketing environment is obliged to be analysed so as to reveal chances and challenges facing companies (Kotler and Armstrong, 2012) In the surrounding environment with the involvement of companies, suppliers,

The application of the five forces model, as outlined by Kotler and Keller (2006), is essential for understanding marketing intermediaries, competitors, and customers, enabling the identification of strategic resources for effective marketing strategies and attractive market segments This model aids in analyzing the industrial context, guiding decisions related to economic value creation and long-term profit maximization through strategic directions that address intense competition and opportunities in untapped markets (Porter, 2008) The five forces include the threat of new entrants, bargaining power of suppliers, bargaining power of buyers, threat of substitute products or services, and rivalry among existing competitors.

BOG matrix Ma

Source: ACCA 1.4.1 Promotion in marketing

Promotion expenses account for about 25% of the marketing budget, primarily aimed at encouraging immediate purchases (Raghubir, Inman, and Grande, 2004; Blattberg and Neslin, 1990) It serves as a crucial sales channel and an effective strategy for enhancing brand popularity and customer loyalty (Lee & Hsu, 2010) Traditionally, promotions have been a powerful method for driving direct sales (Bawa and Shoemaker, 1987; Dodson, Tybout, and Sternthal, 1978; Gupta, 1988) Over the long term, effective promotions influence brand perception, fostering loyalty and contributing to overall business success (Aaker, 1996; Buchanan, Simmons, and Bickart, 1999; Keller, 2003) In new markets, appropriate sales and consumer promotions can significantly boost sales volume and enhance brand reputation.

STP is essential for understanding customers, competitors, and the marketplace, enabling companies to identify lucrative opportunities and focus on promising customer segments It aids in estimating purchase intentions, uncovering new demands, enhancing customer loyalty, and improving overall business performance By strategically segmenting the market, the STP process allows companies to discover dissatisfied and underserved groups, providing valuable insights for expansion strategies.

According to Yankelovich and Meer (2006), STP is fundamental for creating a company's offerings and brand image, ensuring it holds a unique and valuable position in the minds of its target audience, as highlighted by Ries and Trout (1976).

Utilizing the Five Forces model to assess market segment attractiveness alongside a resource-based SWOT analysis enables companies to categorize the mass population into distinct groups By considering factors such as size, growth rate, profitability, demand share, competitive intensity, customer and supplier pressures, and technological landscape, businesses can develop targeted strategies to effectively approach, serve, and retain their customers (Storbacka, 1997).

The conceptual framework for launching new IT products is centered on the 7Ps, emphasizing Promotion while ensuring the effective design of the other six Ps This framework is rooted in customer orientation and relationship marketing, aiming to align with clients' demands, requirements, and expectations for quality The marketing offering serves as the foundation for planning marketing strategies, with promotion being executed through targeted marketing efforts.

Figure 1.5 The conceptual framework Networks k

PROPOSING AND DEVELOPING STRATEGY FOR NEW IT

Research mehodology ô+ + E21 E31 991 991 1 11v ng nếp 19 1 PHIOSOPDY G5 1S HH HH re 19 2 Approach wo

Research philosophy encompasses four key concepts: Positivism, Realism, Interpretivism, and Pragmatism, guiding the approach to various topics (Biggam, 2008; Saunders, Lewis, and Thornhill, 2009) Positivism views social realities as observable and independent of the observer, allowing for measurement through natural sciences and scientific methods (Denscombe, 2002; Gephart, 1999; Fisher et al., 2004; Levin, 1988) Similarly, Realism acknowledges the independence of objects from the human mind, suggesting that social phenomena can be understood through the process of deriving and realizing the interactions among them (Dobson, 2002).

Interpretivism focuses on understanding the social differences among humans, viewing reality as a blend of mental constructs and observed contexts (Gephart, 1999) This approach involves a distinct set of procedures, including the exploration of the nature of phenomena, the analysis of unstructured data, thorough case investigations, and the interpretation of the meanings and functions behind human actions (Bryman and Bell, 2007; Nudzor, 2009).

Pragmatism is a practical philosophy that emphasizes results derived from socialized experiences, allowing for methodological flexibility and adaptability (Cameron, 2011; Patton, 2002; Saunders et al., 2009) This approach empowers researchers to select topics and utilize outcomes in a manner that best suits their needs (Tashakkori and Teddlie, 1998, p 30).

This research is pursued the Pragmatism with the reasons as below:

This research paper examines the strategy for launching IT products in new markets for Dell EMC, utilizing external inputs from the marketing environment, industry context, customer insights, and internal capabilities The analysis is grounded in observable phenomena and subjective interpretations, providing a comprehensive understanding of effective market entry methods.

Second, this philosophy gives space for the author to apply varieties of data collection methods and interpretation options that multi-aspects of the plans are ensured.

Lastly, Pragmatism advances scientific knowledge and provides practical solutions (Henderson, 2011).

The deduction and induction approaches establish the procedural framework for research (Remenyi et al., 1998) Deduction enables the prediction of phenomena to test existing theories, while induction draws theoretical conclusions from real-world experiments (Saunders et al., 2009, pp 124-126).

Deduction is the common approach in theory-testing process with the initiation of literature reviewing to build up hypotheses (Bryman and Bell,

In research, hypotheses are initially tested through practical and empirical observation, allowing for modifications if they prove incorrect, which follows a deductive approach from general to specific Conversely, theories are developed inductively, deriving general principles from specific case outcomes.

This thesis aims to analyze the launch strategies for a new IT product by Dell EMC in the Vietnamese market, considering competitive pressures, external threats, customer responses, and branding strategies, all grounded in marketing theories and insights.

The information management industry is guided by 20 key principles that aim to enhance promotional success To evaluate the effectiveness of a proposed model, it is essential to utilize insights from clients, internal sources, and secondary data Additionally, employing inductive reasoning can help develop targeted strategies based on the 7Ps of the marketing mix.

Quantitative and qualitative methods are two prominent approaches in research Quantitative research focuses on the occurrence of phenomena and their characteristics, allowing for the exploration, presentation, description, and examination of relationships within collected data (Vaitkevicius & Kazokiene, 2013) In contrast, qualitative research delves deeper into conceptual meanings, emphasizing the "quality" of words to provide insights (Biggam, 2008; Saunders et al., 2009) An inductive approach serves as a systematic procedure for analyzing qualitative data (Thomas, 2003).

Utilizing the triangulation method enhances understanding of a topic by addressing both confirmatory and exploratory research questions (Venkatesh, Brown, and Bala, 2013; Teddlie & Tashakkori, 2009) In the context of the Vietnamese IT market, exploratory qualitative research uncovers company insights, while quantitative research reveals specific relationships within the population regarding marketing efforts Employing mixed methods strengthens inferences by combining the advantages of both qualitative and quantitative approaches (Johnson and Turner, 2003) While qualitative data offers depth, it lacks breadth, and quantitative data provides breadth but not depth, making mixed methods essential for capturing a variety of complementary perspectives.

Data collection technique used is the mixed qualitative and quantitative understanding, which reinforce the validity and quality of research findings (Saunders et al., 2009).

This study presents the first instance of data collection specifically aligned with the research objectives, allowing for precise control over its application (Stevens, Loudon, & Wrenn, 2002) Primary data can typically be gathered through two primary methods: observation and communication (Stevens, Wrenn, Gherwood, & Ruddick).

2006) The research uses questionnaire-based survey as primary data It is conducted through printed research and face-to-face discussion These sources intensifies the reliability and validity of information.

The research utilizes secondary data sourced from academic journals, books, and peer-reviewed articles accessed through the University’s online library and Google Scholar This secondary data reveals insights into the marketing environment, enhancing the relevance of the conceptual framework and the application of client-based information.

Sampling is an effective method for addressing time constraints and the need for rapid results It can be categorized into two types: probability sampling, which is based on specific known criteria, and non-probability sampling, where respondents are selected based on contingent factors.

In client-based surveys, cluster sampling serves as an effective probability sampling technique, allowing data to be collected according to its natural occurrence (Saunders et al., 2009) This method employs random sampling, which minimizes bias in participant selection and ensures a fair representation of the population (Biggam, 2008).

To ensure high-quality data analysis, it is essential to collect information from an appropriate sample size Typically, a minimum sample size ranges from 100 to 150 participants, with an ideal size being four to five times greater than the number of variables included in the questionnaire (Hair, 1998; Norusis, 2005; Hoang and Chu).

Interest/ intention and purpose of using IT products

Concerning the interest/intention of using IT products and information management service, there are a half of respondents showing their current use

32 and another half (50%) expressing the plan in applying the new software to manage information The two most primary purposes of using IT products are

In today's business landscape, organizations are increasingly focused on enhancing customer service activities, which account for 30% of their operations This shift reflects a broader management trend aimed at streamlining business processes and effectively managing large volumes of information By prioritizing timely and accurate reporting, companies can improve overall efficiency and responsiveness to customer needs.

Figure 2.1 Purpose of using IT products

The article emphasizes the importance of prioritizing the security and integrity of customer information in customer relationship management (CRM) as a crucial marketing message Additionally, it highlights the need for maintaining high confidentiality of internal information, which serves as a competitive advantage in the market.

Private companies predominantly utilize IT products for customer service activities, accounting for 35.3% of usage Meanwhile, foreign-owned companies represent the largest segment employing IT software for generating timely reports, at 10.0% These insights suggest that the primary target clients for IT solutions should focus on private and foreign-owned enterprises.

The latest management trend emphasizes the importance of customer service, with 33% of organizations focusing on this area Efficient management of large volumes of information is crucial, as it enables timely reporting for effective decision-making Additionally, smooth business operations are essential for overall organizational success, with a significant 10% of efforts directed towards enhancing management processes.

Private State-owned ứ smooth out business activities in general

= produce timely and promptly reports for management

=| manage large amount of information in and out m mainly serving for customer service activities

= capture the new management trend in the world

Figure 2.2 Purpose of using IT products as Business type

In terms of business size, ‘smooth out business activities’ catches up attention from rather small and medium-sized companies (approximately

40%) while larger companies are paying notice on timely and prompt reports

(40%), large amount of information management (50%) and customer selling activities (40%) Small and medium companies are the first focus group

34 capture the new management trend in the world mainly serving for customer service E activities ứ > 500 employees manage large amount of information l§ m 250-500 employees in and out b TM 51-250 employees

| TM 11-50 employees produce timely and promptly ơ reports for management purposes - 5< 10 employees smooth out business activities in general =

250-500 employees > 500 employees smooth out business activities in general

= produce timely and promptly reports for management m= manage large amount of information in and out

= mainly serving for customer service activities

Figure 2.3 Purpose of using IT products as Business size

Business field also shows the difference use in purposes, concretely

The primary concern for commercial and trading sectors is to streamline business activities while adapting to emerging management trends In manufacturing, the focus is on enhancing customer selling activities and refining traditional management practices It is recommended that efforts should initially target manufacturing and commercial/trading companies to effectively implement these strategies.

= Distribution manage large amount of information in and out = Commercial/Trading

= Investment produce timely and promptly reports for management purposes = Manufacturing smooth out business activities in general

= smooth out business activities in general

= manage large amount ofinformation in and out

Figure 2.4 Purpose of using IT products as Business field

The market scope indicates a significant focus on companies engaged in nationwide operations and international trade, utilizing IT products for customer relationship management (CRM) to enhance business activities This aligns with the emerging global management trend centered on improving customer service Effective international management involves handling substantial information flows, both nationally and locally, to generate timely reports that streamline overall business operations.

Within the city National-wide International msmooth out business activities in general

=m manage large amount of information in and out mu mainly serving for customer service activities

Figure 2.5.Purpose of using IT products as Market scope

A longer market life necessitates enhanced efforts in streamlining business operations and refining traditional management practices In contrast, markets with a lifespan of 3-5 years exhibit varied usage purposes, primarily focusing on optimizing business activities and effectively managing customer relationships.

The study identifies 37 selling activities, representing 27.3% of the total, highlighting the importance of targeting newly established businesses that are eager to innovate and make their mark in the market This approach aligns with the emerging global management trends that prioritize enhancing customer service activities.

TM > 1O years manage large amount of information TM5-10 years in and out

= 3-5 years produce timely and promptly reports mi-3 years for management purposes TM 10 years m=smooth out business activities in general

= produce timely and promptly reports for management m= manage large amount ofinformation in and out

Figure 2.6 Purpose of using IT products as Market life

The increasing adoption of IT products and information management services is becoming prominent, emphasizing the importance of high-quality service and dedicated employee support In Vietnam, the growing acceptance of IT software is evident, but small companies often face budget constraints As a result, competitive pricing and promotional offers are critical considerations for businesses looking to adapt Given the developing nature of the market, companies are more inclined to seek advice from specialists rather than relying on recommendations from acquaintances when selecting suitable IT products These insights indicate a significant opportunity for Dell EMC to penetrate the market.

Dell EMC analysis cece ceccesseesscessecsseessesseeeseeeseessaesseeeseessseesseenseeegs 39

Founded in 1984, Dell Inc has a rich history and extensive experience in the technology sector In September 2016, Dell made headlines by completing the acquisition of EMC, marking the largest technology merger in history and leading to the formation of Dell Technologies This new entity includes several well-known brands such as Dell, Dell EMC, Pivotal, RSA, SecureWorks, Virtustream, and VMware.

Dell EMC, a part of Dell Technologies, offers comprehensive solutions for organizations to secure and manage their data-driven applications As a leader in the IT industry, Dell EMC focuses on delivering significant advantages in endpoint devices, security, storage management, and backup solutions.

Figure 2.8 SWOT analysis of Dell EMC

= Leading products in endpoint, = Focus on hardware productions. security, storage management and backup Human

= Many recognized and trusts = Lacking of ones who have products intensive knowledge of specific

= Intense services of information local markets management solutions Financial

Human = Research and initiative-innovation

= Professional expert and global team

= Skilled and high-calibre employees

= Good relationships with professional groups

= Relying on new trend of information-driven world

= Good reputation as the PR tool

= Updated knowledge and international disciplines cost are high

= Take time to introduce and build new image in client perception in under developed markets

= Growth of companies and requirements of managing effectively information

= Price-sensitivity of small and medium local companies

= Quality hard attention from companies

= Direct competitors in Vietnam market are not apparent

= Chances to win customers’ mind

= Economic downturn affects the growth and recovery speed of clients’ companies.

= Limited knowledge in Vietnam companies by which time is asked for

= Not give prominence on security

= Refuse the new trends of information management

To enhance its market presence, Dell EMC should focus on a robust branding strategy that incorporates innovative promotional techniques such as public relations, social media advertising, and participation in exhibitions and seminars to strengthen its brand identity Additionally, the company should implement a differentiation strategy by leveraging the exceptional service provided by its highly knowledgeable employees, setting itself apart from local Vietnamese distributors.

(3) price strategy with competitive edge and discount, yet deeply offering value is the goal; and (4) community activities to educate or convey information management and security knowledge to business circles.

PROPOSAL SOME SOLUTION TO IMPLEMENT STRATEGY

Implications for further researChes - + + ô++sÊ++x+sesseesseess 49

Due to the constraints of time, resources and requirements of the University that limitations are impossibly to avoid.

Firstly, there are many gaps in launching new IT products in market needed investigating since the research is prone to marketing perspective.

Expanding the client base to include a larger sample size beyond the current 30 clients will significantly enhance the research value, providing deeper insights and a multi-faceted understanding of ideas.

The selection of literature for a review is inherently subjective, and a broader range of sources can lead to a more comprehensive exploration of the topic, enhancing both its depth and breadth.

Fourthly, research methodology just covers some parts of induction approach and little details of qualitative research It opens the new direction for further researches in analyzing.

Fifthly, the research is relied on secondary data to understand the market by which the marketing environment picture is brought in thoughts of other researchers.

4 50

Firstly, the market is quite potential with the endorsement of Government in transforming to modernized business management model with application of

The growing significance of IT products and information management is evident as markets expand with an influx of new local and international companies Younger, more informed consumers are driving higher demand, prompting businesses to recognize the crucial role of IT in their operations Regardless of their industry, size, or scope, companies primarily utilize IT products to streamline their business activities and enhance overall efficiency.

Thirdly, the top leading concerns of companies in their decisions are price competitiveness and discount/promotion due to financial difficulties and emergence of Vietnam market.

Fourthly, perceived value and benefit is always the top priority in seeking for

IT solutions of any companies, particularly the money-based guarantee.

Clients depend on employee expertise for valuable advice and recommendations when making purchase decisions due to their limited specialized knowledge Expert endorsements significantly influence their consideration of specific IT products Additionally, effective after-sales service is essential, as employees' ability to manage product-related complaints reflects their knowledge and enhances customer satisfaction.

Sixthly, promotion program should focus on corporate image with reputation and client testimonial to gain the objective evidence for building up trust from new markets.

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2 Anderson, V (2004) Research methods in HRM London: CIPD

3 Barney, J B., 1991, ‘Firm resources and sustained competitive advantage’, Journal of Management, vol 17, no 1, pp 99-120

4 Bawa, K and Shoemaker, R W., 1987, ‘The effects of a direct mail coupon on brand choice behaviour’, Journal of Marketing Research, vol 24, pp 370-376

5 Biggam, J (2008) Succeeding with your Master’s Dissertation: A step-by-step handbook Berkshire, England: Open University Press,

6 Prof Ph.D Hoang Dinh Phi (2011), Curriculum on Management

Technology, Vietnam National University Press, Hanoi;

7 Nguyen Thi Lien Diep and Pham Van Nam (2003), Business

Strategy and Policy, Statistics Publishing House, Hanoi;

8 Authors’ group of University of Economics Ho Chi Minh City

(2010), Competitive environment of real estate — strategy of Binh

Chanh Construction Investment Shareholding (BCCI) at the stage of

9 Ngo Vinh Tu (2007), master thesis, University of Economics Ho Chi

Minh City; Building development strategy for Company 59 under

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12.Law of the officers of the Vietnam People's Army dated 21

December 1999; Law on amendment and supplementation of articles of law of the officers of the Vietnam People’s Army dated 03 June 2008.

How to develop new IT products to market: a case study of Dell EMC Company

We invite you to participate in a survey aimed at gathering valuable customer insights to inform the marketing promotion strategy for new IT products from Dell EMC This research is a crucial component of the Master Thesis requirements at the University xxx.

This survey is conducted with full awareness, and its findings will be submitted to the University as a key empirical source for the dissertation The research aims solely to study the topic, not for commercial purposes, and all responses will be kept strictly confidential.

I would appreciate your time and contribution when fulfilling the following questions.

Thank you very much for your time and kind assistance!

Please kindly select the answer as your choice

1 What is your business type?

L] Private 0 State-owned OO Foreign-owned Oj Other

2 How about your business size?

3 What is your business field?

4 How about your business market scope?

O Within the city L] National-wide O Other countries

5 How long have you been in the market?

O 10 years

Part 2: Information management with the application of IT products

6 Are you interested in using the IT products and service management?

O Yes L No O Plan to use

7 On which purposes do you use IT products and apply information technology?

O smooth out business activities in general L] produce timely and promptly reports for management purposes

O manage large amount of information in and out

O mainly serving for customer service activities

O capture the new management trend in the world L] imitate competitors without immediate purposes

When selecting IT products and utilizing information management services, several key factors come into play These include the product's reliability and performance, which are often rated highly by users, as well as the level of customer support offered Additionally, the scalability of the solution and its compatibility with existing systems are crucial considerations Security features and compliance with industry standards also significantly influence decision-making Lastly, cost-effectiveness and overall value for money are paramount in determining the final choice.

Perceived value of benefits and quality bringing

The monetary guarantee for quality offered

Empathy: company shows sincere concern to specific cases of clients

Strong commitment from company towards clients

The prompt and swift responsiveness from company towards clients

Profession capabilities and behaviour of employees toward clients

Constructive advices, suggestions from employees

Employees are expert at handling complaints

Size and experiences of the company

Company is the member of prestigious associations

Frequen Valid Cumulative cy Percent | Percent Percent Vali < 10 employees [8

Perceived value of benefits and quality [2.1333 bringing

Mean _ if| Variance if h's Alpha if Item | Correlati | Item

Perceived value of benefits and quality | 12.5333 bringing

Reliability Statistics Marketing offerings — Price

Cronbach's Scale Mean] Variance if|Corrected |Alpha if if Item | Item Item-Total | Item

Company shows sincere concern to specific cases of clients

The prompt and swift responsiveness from company towards clients

Profession capabilities and behavior of employees toward clients

Item-Total Statistics specific cases of clients

Corrected Item- Cronbach if Item] Variance | Total s Alpha if Item Deleted

13.166 responsiveness from company 7 12.764 |.809 390 towards clients

13.333 behavior of employees toward 3 12506 |.888 875 clients

Corrected Item- Cronbach's Scale Mean] Varianc | Total Alpha if if Item [e if Item}Correlati | Item

Constructive advices, suggestions from | 3.4667 employees

Correcte |Cronbac h's Alpha if Delete | Item Correlati | Item

Constructive advices, suggestions from|9.8667 |7.775 |.738 770 employees

Marketing efforts — Branding/ Corporate image

Kaiser-Meyer-Olkin Measure of

Bartlett's Test of Approx Chi-

Perceived value of benefits and quality bringing

Monetary guarantee of quality offered

Extraction Method: Principal Component Analysis.

Extraction Sums of Squared Initial Eigenvalues Loadings

Extraction Sums of Initial Eigenvalues

% of |Cumul Compone Varianc | ative n Total Je %t

Company shows _ sincere concern to specific cases of] 1.000 clients

The prompt and swift responsiveness from company | 1.000 towards clients

Profession capabilities and behavior of employees toward | 1.000 clients

Extraction Sums of Squared Initial Eigenvalues Loadings

Compone Extraction Sums of nt Initial Eigenvalues Squared Loadings

% of % of Varianc |Cumulat Varianc |Cumulat e ive % Total Je ive %

100.000 Extraction Method: Principal Component Analysis.

Bartlett's Test of Approx Chi-

Employees are expert at pee P 1.000 |.928 handling complaints

97.423 100.000 Extraction Method: Principal Component Analysis.

Marketing efforts — Branding/Corporate image

Size and experiences of the

Vali d in using IT products and information

The utilization of IT products and information management services streamlines overall business operations, enabling the generation of timely reports for effective management These tools facilitate the handling of substantial information volumes, primarily enhancing customer service activities Additionally, they help organizations stay aligned with emerging global management trends.

Freque | Perce | Valid ncy Percent

Business type * Purposes of using IT products and information management services Crosstabulation

The use of IT products and information management services is essential for timely reporting and effective business management These tools facilitate smooth operations by capturing and managing large amounts of data, allowing businesses to customize their activities and stay informed about industry trends Understanding the purposes of these services is crucial for enhancing efficiency in various business types, including private enterprises.

Business size * Purposes of using IT products and information management services Crosstabulation

Business field * Purposes of using IT products and information management services Crosstabulation

Purposes of using IT products and information management services produce timely |e large| mainly smooth | and out promptly busines | reports

S for activiti |manage es in|ment

Market scope * Purposes of using IT products and information management services Crosstabulation

Nation Count 2 1 2 4 al-wide % within

Market life * Purposes of using IT products and information management services Crosstabulation

Purposes of using IT products and information management services Total

Tiêu đề	Strategy of developing new IT products to the Vietnam market. Case study of Dell EMC
Tác giả	Nguyen Thi Phuong Thao
Người hướng dẫn	PGS.TS. Nguyen Viet Khoi
Trường học	Đại Học Quốc Gia Hà Nội
Chuyên ngành	Quản trị kinh doanh
Thể loại	Luận văn thạc sĩ
Năm xuất bản	2018
Thành phố	Hà Nội

Định dạng
Số trang	91
Dung lượng	53,2 MB