Luận văn towards enhancing effectiveness of marketing activities of epro education product distribution and development company limited

it created opportunity for many companies in their business, To succeed in the market, companies have to invest on technology, upgrads pradnct quatity and marketing knowledge Lo sland s

CONTENTS CHAPTER 1: INFRODUCTION

2.4 Some basic theory couccpts

2.1.2.2, Features produce and consume technological educational prodicts cseneemne 10

2.2, The basic content of marketing activities in business enterprises technological

3.3 Current status of marketing activities of Epro education product distribution and

Development Company Iimited

3.4, General comments on marketing activities of Epro education product distribution and

CHAPTER 4: OPTIMIZATION SOLUTIONS FOR MARKETING ACTIVITIES OF

EPRO EDUCATION PRODUCT DISTRIBUTION AND DEVELOPMENT COMPANY

development company limited

pment of the Foo edneation product di

„44

4.1.2 Demand to improve the quality of business activities of the pro education product

4.2 Viewpoints completing marketing activities of Eprn education product distribuGon and

4.3 Solutions to improve the quality of marketing activities of Epro Company 4 4.3.1, Strategy to promote product _

4.3.3 Diversify, improve the quality of of service - - coe SO CHAPTER 5: CONCLUSION

LIST OF TABLES

Mosc 2.1 Key steps in segmentation, identification and position market

Model 2.2: Marketing decisions at strategic tevels

Model 2.3: Markeling-mix and target market

Table 2.1: Criteria for selecting technology education products

Chart 3.1: The chart of group of customer for market share

Model 3.1: Marketing strategy of Ansoff

Table 3.3: Revenue, market share of major product groups of the Company in 2017

Table 3.4: Marketing activities to support for distribution channels

Table 3.5: Advertising costs an the channel

Tabk 3.6: The total cost of product for Markcting activitie:

Customer's assessment on the image, quality, price of the product

© Analysis of SWOT

Based on the findings of marketing rescarech combined with the information derived from marketing information systems of business cducation technology products, the SWOT analysis model will help to develop marketing strategies for businesses dealing in technology education products SWOT stands for the four main components of environmental analysis and the enterptise itself: the strengths and weaknesses of the business itself, the threats and opportunities from the extemal environment related to the war in the future of the business In it, strengths are

an asset, an attribute, or a resource that creates lasting competitive advantage for the business and weaknesses that occur when there is a lack or Jack of resources that makes the business vulnerable hurt by the competitive advantage of the opponent ‘The first role of SWOT analysis is

to evaluate the macro marketing environment and the business sector At this point, businesses must generally assess the economy, competition, institution, socisty and market changes Based

on this anatysis, enlerprises can identify opporlumilies thal can be leveraged and threats lo be

avoided or Hinited Thon, the analysis of the strengths and weukmesscs (internal resources) of the

itself is conducted Strengths necd lo bz leveraged lo avoid / rainitnize threats and take advantage of opportunitics, while weaknesses nocd to be overcome, The advantage of SWOT analys

advantage of the business The disadvanlags of SWOT analysis is thai il is very subjective, difficult to unify among many different analysts

enter

s (hai ÍL can integrale internal and cxicrual factors to determine the key competitive

«Establish a target nurket

Business about technological education products have found that customers using technology education products today is a very large and different set of demand for products ‘Therefore, the business of technology products will have to identify the most attractive parts of the market that they can provide the most effective This identification process is described in this model

Segment active markel Jacl targel rarkel Loeate on the target market Determine | Chaưaclorislics Tdontify Sctcetand |1.oealsơn Bslablish

criteria of market altruclive targel on cach target | amarketing

market segments market target market | segment mix for each segmentation segments segments target

segment

Model 2.1 Key steps in segmentation, identification and position market

® Segmentation of market

Markel segmentation is the process of grouping customers with the same desires or needs that the

ng nix, The basis for market

CHAPTER 1: INTRODUCTION Research background

In the context of current economy, education in Vietnam has experienced many strong changes and adapted more demand about learning of everyone In the past, the educational system of our country is not filly equipped with tools to serve teaching, which led to that student didn’t have opportunity to touch new knowledge, understand deeply lessons of teacher So, education in our country has a lot of limits, Now, our country has many changes Ministry of educational has many policies to upgrade educational effectiveness by using products a5 tools to serve for teaching ‘Ihe variation of economy demands many humans who have level and experience to

work Education is given mors attention to train many humans well so as to adapt to current

economy Now, there are many businesses for educational products ‘rhe changes about structure

in educational business field increase when Vietnam took part in WTO it created opportunity for

many companies in their business, To succeed in the market, companies have to invest on technology, upgrads pradnct quatity and marketing knowledge Lo sland stable

Epro education product distribution and development company limited is a dependent company

of Egroup Egroup was established in 2008 Now, Egxoup is the leading corporation in the field

of online education in Vietnam Mission of Epro company is provide advanced technology education products, ceaseless innovation, promote in a comprehensive way, build trust for customers and partners Now, Kpro is distributing 5 main products line such as: ‘Touch English!, E-Robot Coding Chinh phue vu mon, [oc cung thu khoa and -Smart English ipro tends to be the first company in distributing technology education product of customer

The technology education product is a kind of special goods, it supports student in studying, and making experiment, from that develop the ability to think about the world Trading in technology education product is the connection between commercial elements and service to meet the needs

of teaching and it is suitable for this time, Marketing activities for educational products have some features which are different from mazketing activities tor nermal goods, The target of marketing for educational products, besides econamic value, is tơ eduoate children, help children become global citizens in the future Epro company is going on that way with distributing many products, especially Linglish and Coding to move in preschool school, help children initially familiar with English and programming Along with that, the company also distributes in primary schools, secondary schools and high schools by organizing many matches, Despite being a new company with Ihe hesitation of bud ng activitics, Fpro company is going on a right way, making @ foundation in developing the company Ta take maximan profi

competitive advantage and safety in business, companies need to apply Marketing policies in each case, fram thái crsals the mosl compelilive advaniage for business Applying and dovelaping marketing policies for the current slage in cnterpriscs arc relatively Mexible and adapt

to the charsetoristics of the markel through different stages Therefore, the p

focuscs on enhancing effectiveness of marketing activitics of Epro Educational

and mar

create

is based on principles that include: geographic principlss, peychological principles, behavioral principles, and demographic principles The more obvious (he market structure is, Ihe easier the techni

t celucational product business will be, The nexl stop is to sơlcol the product that will bs

marketed ta them, Spollight is more specific, more effective

After targeting the target market, the next step is to assess the attractiveness of the market segments in order to identify the target market A business enterprise of educational technology products will select the target market based on the main factors: the size and erowth of the market segment, its attractiveness and competitiveness in the segment ‘That is the system of public and private schools, from preschool to high school

Once the target market is sclected, the technical cducational business necds to determine the location of the product that it offers in the market, Based on customer needs, comparing the features offered by competitors and their capabilities, these businesses need to determine the location of the product, Principles of commodity positioning include being of value to the customer, distinctive, of exceptional value, casy to sce, within the limits of the customer's pay and profitable exam for business Although segmentation of the target market and location of supply services are based on different principles, the overall Linkage will be the most accurate and best satisfying customer needs

Marketing strategy is the path the business is going to reach, As part of the overall strategy of the business, the Marketing Strategy demonstrates the Company's efforts to achieve a desirable position in terms of competitive position and volatility in the business environment Only when the marketing strategy is developed can the Company perform synchronously its marketing activities starting from understanding and identifying extemal environmental factors, assessing other internal conditians of the Company Company will then have policies on prodncts, prices, distribution and promotian to achieve the set goals

The role of marketing and marketing theories has changed fundamentally over the decades In contast to the concept of marketing in the 1950s, which emphasized the importance of customers, the modern marketing concept introduced other important elements of marketing such

as customer-oriented marketing, compete competition, to the internal factors of the company itself ‘The desp essence of expanding the marketing perspective is the need to plan and make marketing dscisions on all three levels of strategy, and marketing planning should include

12

mission of selling person is to sell products to customers who have demand about educational product

It is generally assumed that marketing is the seller's business, but fully understand that both the buyer and the seller have fo do marketing

2.1.2 Educational products and consumer characteristics of educational products om the

market

2.1.2.1 The educational praduct:

According to the opinion of Professor Pham Minh Hae, former of Minister of Education showed the great role of technology education product for teacher that; “ The product of technology education product serve for teaching in the future of a nation So it is not allowed to make waste products” ‘The technology education product is a kind of service which specifically benefits for customer such as students, teachers to serve for the needs of teaching, providing knowledgeable system to leam effectively

Marketing for technology education product is underslood lo satisty with the need of conumunity

or custamer, who work in education or carc about cducation, the school’s provision of educational services to the community Objectives to create competitive advantage; expressed in the market share index, the market of enterprises, In marketing technology education products, this goal is expressed by the response to teachers, educational institutions, schools to create a competitive advantage, better product quality, provide product timely and distribution channels Vere is 4 summary of the most basic concepts in marketing tachnology education products to

Tn marketing for technological cducalional products, this goal requires the eomnpany to sludy the safety and rationality of using educational products in the curiculum to support students’ knowledge, is tool [or teachers in the process of communication This will help improve the brand, status and long-lorm prestige of the company,

Any marketing strategy nvust evaluate all about the impact environment Key elements of the macro environment in here include

Demouraphic environment: (population explosion, age and cthnic composition, cducational levcl, displacement, movement fiom a mass markets to micro markets)

Econoniic environment: (distritmtion of income, savings, debt and ability to borrow),

CHAPIER 2: THEOREIICAL BACKGROUND MARKETING ACTIVITIES OF BUSINESS ENTERPRISES TECHNOLOGICAL EDUCATION EQUIPMENT

2.1 Some basic theory concepts

2.1.4 Concept of Marketing

Marketing is defined as “the process of performing activities that achieve a unit's objectives by anticipating the needs of consumers in order to contre! the flaw of gonds and services that meet the needs of the organization “Manufacturers to consumers.” (i McCarthy &Nguyen Xuan

Quang, 2007)

"Marketing is the process of working with the market to conduct exchanges, to satisfy the needs and wants of people, Understandably, marketing is a form of human activity (including organization) to satisfy the needs and wants through the exchange (Prof Dr ‘Iran Minh Dao,

2010)

Marketing can also be scon as the process by which cvery individuals or groups achieve what they need and want Umough Lhe creation, donation, and cxehange of free guods and scrvices

‘As defined for managers, marketing is like "selling art," but surprisingly, the most important element of marketing is not actually selling the product "tut the purpose of marketing is to know and understand customer so well that the product or service is the most appropriate for that

person, and that it will sell," said Peter Drucker, a leading management theorist Ideally,

marketing should be the result of « willingness 1 shop, so the formation of a new product or

service becomes necessary to create them

Marketing Activity: A term, defined in different ways in each organization We detine marketing activities as a principle of history, technology, guidance and language that promotes values in managing the functional activities of marketing, making marketing the medium ‘This is considered as the heart of all benefits and is important in business activity The purpose of

marketing activities is to perform two tasks effectively:

The first task involves achicving organizational goals by rcinforcing and marketing stratcgics,

tacties with an appropriate organizational struciure that fosters and promates growth of company

in the next time

‘rhe second task involves creating an educational environment in the organization, a highly collaborative environment inside and outside the marketing department, This allows people to appreciate the value of marketing in a more positive way and encourage boldness in their work (Gary M.Xatz - collectibles and translation from marketingprofs cam)

Tt can be said thal marketing for technological cducational products is a form of activitics ta satisfy the necds and cxpectations through the exchange betwccn sclling and buying product, and

8

CHAPIER 2: THEOREIICAL BACKGROUND MARKETING ACTIVITIES OF BUSINESS ENTERPRISES TECHNOLOGICAL EDUCATION EQUIPMENT

2.1 Some basic theory concepts

2.1.4 Concept of Marketing

Marketing is defined as “the process of performing activities that achieve a unit's objectives by anticipating the needs of consumers in order to contre! the flaw of gonds and services that meet the needs of the organization “Manufacturers to consumers.” (i McCarthy &Nguyen Xuan

Quang, 2007)

"Marketing is the process of working with the market to conduct exchanges, to satisfy the needs and wants of people, Understandably, marketing is a form of human activity (including organization) to satisfy the needs and wants through the exchange (Prof Dr ‘Iran Minh Dao,

2010)

Marketing can also be scon as the process by which cvery individuals or groups achieve what they need and want Umough Lhe creation, donation, and cxehange of free guods and scrvices

‘As defined for managers, marketing is like "selling art," but surprisingly, the most important element of marketing is not actually selling the product "tut the purpose of marketing is to know and understand customer so well that the product or service is the most appropriate for that

person, and that it will sell," said Peter Drucker, a leading management theorist Ideally,

marketing should be the result of « willingness 1 shop, so the formation of a new product or

service becomes necessary to create them

Marketing Activity: A term, defined in different ways in each organization We detine marketing activities as a principle of history, technology, guidance and language that promotes values in managing the functional activities of marketing, making marketing the medium ‘This is considered as the heart of all benefits and is important in business activity The purpose of

marketing activities is to perform two tasks effectively:

The first task involves achicving organizational goals by rcinforcing and marketing stratcgics,

tacties with an appropriate organizational struciure that fosters and promates growth of company

in the next time

‘rhe second task involves creating an educational environment in the organization, a highly collaborative environment inside and outside the marketing department, This allows people to appreciate the value of marketing in a more positive way and encourage boldness in their work (Gary M.Xatz - collectibles and translation from marketingprofs cam)

Tt can be said thal marketing for technological cducational products is a form of activitics ta satisfy the necds and cxpectations through the exchange betwccn sclling and buying product, and

8

CHAPTER 1: INTRODUCTION Research background

In the context of current economy, education in Vietnam has experienced many strong changes and adapted more demand about learning of everyone In the past, the educational system of our country is not filly equipped with tools to serve teaching, which led to that student didn’t have opportunity to touch new knowledge, understand deeply lessons of teacher So, education in our country has a lot of limits, Now, our country has many changes Ministry of educational has many policies to upgrade educational effectiveness by using products a5 tools to serve for teaching ‘Ihe variation of economy demands many humans who have level and experience to

work Education is given mors attention to train many humans well so as to adapt to current

economy Now, there are many businesses for educational products ‘rhe changes about structure

in educational business field increase when Vietnam took part in WTO it created opportunity for

many companies in their business, To succeed in the market, companies have to invest on technology, upgrads pradnct quatity and marketing knowledge Lo sland stable

Epro education product distribution and development company limited is a dependent company

of Egroup Egroup was established in 2008 Now, Egxoup is the leading corporation in the field

of online education in Vietnam Mission of Epro company is provide advanced technology education products, ceaseless innovation, promote in a comprehensive way, build trust for customers and partners Now, Kpro is distributing 5 main products line such as: ‘Touch English!, E-Robot Coding Chinh phue vu mon, [oc cung thu khoa and -Smart English ipro tends to be the first company in distributing technology education product of customer

The technology education product is a kind of special goods, it supports student in studying, and making experiment, from that develop the ability to think about the world Trading in technology education product is the connection between commercial elements and service to meet the needs

of teaching and it is suitable for this time, Marketing activities for educational products have some features which are different from mazketing activities tor nermal goods, The target of marketing for educational products, besides econamic value, is tơ eduoate children, help children become global citizens in the future Epro company is going on that way with distributing many products, especially Linglish and Coding to move in preschool school, help children initially familiar with English and programming Along with that, the company also distributes in primary schools, secondary schools and high schools by organizing many matches, Despite being a new company with Ihe hesitation of bud ng activitics, Fpro company is going on a right way, making @ foundation in developing the company Ta take maximan profi

competitive advantage and safety in business, companies need to apply Marketing policies in each case, fram thái crsals the mosl compelilive advaniage for business Applying and dovelaping marketing policies for the current slage in cnterpriscs arc relatively Mexible and adapt

to the charsetoristics of the markel through different stages Therefore, the p

focuscs on enhancing effectiveness of marketing activitics of Epro Educational

and mar

create

CHAPTER 1: INTRODUCTION Research background

In the context of current economy, education in Vietnam has experienced many strong changes and adapted more demand about learning of everyone In the past, the educational system of our country is not filly equipped with tools to serve teaching, which led to that student didn’t have opportunity to touch new knowledge, understand deeply lessons of teacher So, education in our country has a lot of limits, Now, our country has many changes Ministry of educational has many policies to upgrade educational effectiveness by using products a5 tools to serve for teaching ‘Ihe variation of economy demands many humans who have level and experience to

work Education is given mors attention to train many humans well so as to adapt to current

economy Now, there are many businesses for educational products ‘rhe changes about structure

in educational business field increase when Vietnam took part in WTO it created opportunity for

many companies in their business, To succeed in the market, companies have to invest on technology, upgrads pradnct quatity and marketing knowledge Lo sland stable

Epro education product distribution and development company limited is a dependent company

of Egroup Egroup was established in 2008 Now, Egxoup is the leading corporation in the field

of online education in Vietnam Mission of Epro company is provide advanced technology education products, ceaseless innovation, promote in a comprehensive way, build trust for customers and partners Now, Kpro is distributing 5 main products line such as: ‘Touch English!, E-Robot Coding Chinh phue vu mon, [oc cung thu khoa and -Smart English ipro tends to be the first company in distributing technology education product of customer

The technology education product is a kind of special goods, it supports student in studying, and making experiment, from that develop the ability to think about the world Trading in technology education product is the connection between commercial elements and service to meet the needs

of teaching and it is suitable for this time, Marketing activities for educational products have some features which are different from mazketing activities tor nermal goods, The target of marketing for educational products, besides econamic value, is tơ eduoate children, help children become global citizens in the future Epro company is going on that way with distributing many products, especially Linglish and Coding to move in preschool school, help children initially familiar with English and programming Along with that, the company also distributes in primary schools, secondary schools and high schools by organizing many matches, Despite being a new company with Ihe hesitation of bud ng activitics, Fpro company is going on a right way, making @ foundation in developing the company Ta take maximan profi

competitive advantage and safety in business, companies need to apply Marketing policies in each case, fram thái crsals the mosl compelilive advaniage for business Applying and dovelaping marketing policies for the current slage in cnterpriscs arc relatively Mexible and adapt

to the charsetoristics of the markel through different stages Therefore, the p

focuscs on enhancing effectiveness of marketing activitics of Epro Educational

and mar

create

is based on principles that include: geographic principlss, peychological principles, behavioral principles, and demographic principles The more obvious (he market structure is, Ihe easier the techni

t celucational product business will be, The nexl stop is to sơlcol the product that will bs

marketed ta them, Spollight is more specific, more effective

After targeting the target market, the next step is to assess the attractiveness of the market segments in order to identify the target market A business enterprise of educational technology products will select the target market based on the main factors: the size and erowth of the market segment, its attractiveness and competitiveness in the segment ‘That is the system of public and private schools, from preschool to high school

Once the target market is sclected, the technical cducational business necds to determine the location of the product that it offers in the market, Based on customer needs, comparing the features offered by competitors and their capabilities, these businesses need to determine the location of the product, Principles of commodity positioning include being of value to the customer, distinctive, of exceptional value, casy to sce, within the limits of the customer's pay and profitable exam for business Although segmentation of the target market and location of supply services are based on different principles, the overall Linkage will be the most accurate and best satisfying customer needs

Marketing strategy is the path the business is going to reach, As part of the overall strategy of the business, the Marketing Strategy demonstrates the Company's efforts to achieve a desirable position in terms of competitive position and volatility in the business environment Only when the marketing strategy is developed can the Company perform synchronously its marketing activities starting from understanding and identifying extemal environmental factors, assessing other internal conditians of the Company Company will then have policies on prodncts, prices, distribution and promotian to achieve the set goals

The role of marketing and marketing theories has changed fundamentally over the decades In contast to the concept of marketing in the 1950s, which emphasized the importance of customers, the modern marketing concept introduced other important elements of marketing such

as customer-oriented marketing, compete competition, to the internal factors of the company itself ‘The desp essence of expanding the marketing perspective is the need to plan and make marketing dscisions on all three levels of strategy, and marketing planning should include

12

CHAPIER 2: THEOREIICAL BACKGROUND MARKETING ACTIVITIES OF BUSINESS ENTERPRISES TECHNOLOGICAL EDUCATION EQUIPMENT

2.1 Some basic theory concepts

2.1.4 Concept of Marketing

Marketing is defined as “the process of performing activities that achieve a unit's objectives by anticipating the needs of consumers in order to contre! the flaw of gonds and services that meet the needs of the organization “Manufacturers to consumers.” (i McCarthy &Nguyen Xuan

Quang, 2007)

"Marketing is the process of working with the market to conduct exchanges, to satisfy the needs and wants of people, Understandably, marketing is a form of human activity (including organization) to satisfy the needs and wants through the exchange (Prof Dr ‘Iran Minh Dao,

2010)

Marketing can also be scon as the process by which cvery individuals or groups achieve what they need and want Umough Lhe creation, donation, and cxehange of free guods and scrvices

‘As defined for managers, marketing is like "selling art," but surprisingly, the most important element of marketing is not actually selling the product "tut the purpose of marketing is to know and understand customer so well that the product or service is the most appropriate for that

person, and that it will sell," said Peter Drucker, a leading management theorist Ideally,

marketing should be the result of « willingness 1 shop, so the formation of a new product or

service becomes necessary to create them

Marketing Activity: A term, defined in different ways in each organization We detine marketing activities as a principle of history, technology, guidance and language that promotes values in managing the functional activities of marketing, making marketing the medium ‘This is considered as the heart of all benefits and is important in business activity The purpose of

marketing activities is to perform two tasks effectively:

The first task involves achicving organizational goals by rcinforcing and marketing stratcgics,

tacties with an appropriate organizational struciure that fosters and promates growth of company

in the next time

‘rhe second task involves creating an educational environment in the organization, a highly collaborative environment inside and outside the marketing department, This allows people to appreciate the value of marketing in a more positive way and encourage boldness in their work (Gary M.Xatz - collectibles and translation from marketingprofs cam)

Tt can be said thal marketing for technological cducational products is a form of activitics ta satisfy the necds and cxpectations through the exchange betwccn sclling and buying product, and

8

is based on principles that include: geographic principlss, peychological principles, behavioral principles, and demographic principles The more obvious (he market structure is, Ihe easier the techni

t celucational product business will be, The nexl stop is to sơlcol the product that will bs

marketed ta them, Spollight is more specific, more effective

After targeting the target market, the next step is to assess the attractiveness of the market segments in order to identify the target market A business enterprise of educational technology products will select the target market based on the main factors: the size and erowth of the market segment, its attractiveness and competitiveness in the segment ‘That is the system of public and private schools, from preschool to high school

Once the target market is sclected, the technical cducational business necds to determine the location of the product that it offers in the market, Based on customer needs, comparing the features offered by competitors and their capabilities, these businesses need to determine the location of the product, Principles of commodity positioning include being of value to the customer, distinctive, of exceptional value, casy to sce, within the limits of the customer's pay and profitable exam for business Although segmentation of the target market and location of supply services are based on different principles, the overall Linkage will be the most accurate and best satisfying customer needs

Marketing strategy is the path the business is going to reach, As part of the overall strategy of the business, the Marketing Strategy demonstrates the Company's efforts to achieve a desirable position in terms of competitive position and volatility in the business environment Only when the marketing strategy is developed can the Company perform synchronously its marketing activities starting from understanding and identifying extemal environmental factors, assessing other internal conditians of the Company Company will then have policies on prodncts, prices, distribution and promotian to achieve the set goals

The role of marketing and marketing theories has changed fundamentally over the decades In contast to the concept of marketing in the 1950s, which emphasized the importance of customers, the modern marketing concept introduced other important elements of marketing such

as customer-oriented marketing, compete competition, to the internal factors of the company itself ‘The desp essence of expanding the marketing perspective is the need to plan and make marketing dscisions on all three levels of strategy, and marketing planning should include

12

Customer's assessment on the image, quality, price of the product

© Analysis of SWOT

Based on the findings of marketing rescarech combined with the information derived from marketing information systems of business cducation technology products, the SWOT analysis model will help to develop marketing strategies for businesses dealing in technology education products SWOT stands for the four main components of environmental analysis and the enterptise itself: the strengths and weaknesses of the business itself, the threats and opportunities from the extemal environment related to the war in the future of the business In it, strengths are

an asset, an attribute, or a resource that creates lasting competitive advantage for the business and weaknesses that occur when there is a lack or Jack of resources that makes the business vulnerable hurt by the competitive advantage of the opponent ‘The first role of SWOT analysis is

to evaluate the macro marketing environment and the business sector At this point, businesses must generally assess the economy, competition, institution, socisty and market changes Based

on this anatysis, enlerprises can identify opporlumilies thal can be leveraged and threats lo be

avoided or Hinited Thon, the analysis of the strengths and weukmesscs (internal resources) of the

itself is conducted Strengths necd lo bz leveraged lo avoid / rainitnize threats and take advantage of opportunitics, while weaknesses nocd to be overcome, The advantage of SWOT analys

advantage of the business The disadvanlags of SWOT analysis is thai il is very subjective, difficult to unify among many different analysts

enter

s (hai ÍL can integrale internal and cxicrual factors to determine the key competitive

«Establish a target nurket

Business about technological education products have found that customers using technology education products today is a very large and different set of demand for products ‘Therefore, the business of technology products will have to identify the most attractive parts of the market that they can provide the most effective This identification process is described in this model

Segment active markel Jacl targel rarkel Loeate on the target market Determine | Chaưaclorislics Tdontify Sctcetand |1.oealsơn Bslablish

criteria of market altruclive targel on cach target | amarketing

market segments market target market | segment mix for each segmentation segments segments target

segment

Model 2.1 Key steps in segmentation, identification and position market

® Segmentation of market

Markel segmentation is the process of grouping customers with the same desires or needs that the

ng nix, The basis for market

Purposes of research

‘The rescarch aims at investigating the existing marketing activities in Epro Company It based on which to identity weakness and to suggest useful implications for the company to improve effectiveness of making activities of the company Specifically, the research has tues main purposes

+ To systematize the basic of marketing theory about technotogical education prodnets, siudy and delenrine the basic cơntenls of marketing activities of snterprises dealing in educational praduels in the current market tnechanism

+ Analyze and evaluate trend and dynamnies of marketing aolivitics in business of technology education products that enterprises have achieved From that, identifying the

successes, limitations, find the main cause with this activity to overcome

- Proposing practical and specific solutions to improve marketing activities of enterprises dealing in technology products, contributing to improve management efficiency and maximizing profits in the company

Scope of research

Because company has been founded for one year, its nnmber of customers is still imited The customers of the company include both business to business customers and business to customer

(B-to-C) customers Due to time and budget constraints, this research only just focus on

researching about final cnstomers, the customers invotved in this research are people who ara using products of this company

Structure of the thesis

The thesis is structured in Schapters:

mission of selling person is to sell products to customers who have demand about educational product

It is generally assumed that marketing is the seller's business, but fully understand that both the buyer and the seller have fo do marketing

2.1.2 Educational products and consumer characteristics of educational products om the

market

2.1.2.1 The educational praduct:

According to the opinion of Professor Pham Minh Hae, former of Minister of Education showed the great role of technology education product for teacher that; “ The product of technology education product serve for teaching in the future of a nation So it is not allowed to make waste products” ‘The technology education product is a kind of service which specifically benefits for customer such as students, teachers to serve for the needs of teaching, providing knowledgeable system to leam effectively

Marketing for technology education product is underslood lo satisty with the need of conumunity

or custamer, who work in education or carc about cducation, the school’s provision of educational services to the community Objectives to create competitive advantage; expressed in the market share index, the market of enterprises, In marketing technology education products, this goal is expressed by the response to teachers, educational institutions, schools to create a competitive advantage, better product quality, provide product timely and distribution channels Vere is 4 summary of the most basic concepts in marketing tachnology education products to

Tn marketing for technological cducalional products, this goal requires the eomnpany to sludy the safety and rationality of using educational products in the curiculum to support students’ knowledge, is tool [or teachers in the process of communication This will help improve the brand, status and long-lorm prestige of the company,

Any marketing strategy nvust evaluate all about the impact environment Key elements of the macro environment in here include

Demouraphic environment: (population explosion, age and cthnic composition, cducational levcl, displacement, movement fiom a mass markets to micro markets)

Econoniic environment: (distritmtion of income, savings, debt and ability to borrow),

is based on principles that include: geographic principlss, peychological principles, behavioral principles, and demographic principles The more obvious (he market structure is, Ihe easier the techni

t celucational product business will be, The nexl stop is to sơlcol the product that will bs

marketed ta them, Spollight is more specific, more effective

After targeting the target market, the next step is to assess the attractiveness of the market segments in order to identify the target market A business enterprise of educational technology products will select the target market based on the main factors: the size and erowth of the market segment, its attractiveness and competitiveness in the segment ‘That is the system of public and private schools, from preschool to high school

Once the target market is sclected, the technical cducational business necds to determine the location of the product that it offers in the market, Based on customer needs, comparing the features offered by competitors and their capabilities, these businesses need to determine the location of the product, Principles of commodity positioning include being of value to the customer, distinctive, of exceptional value, casy to sce, within the limits of the customer's pay and profitable exam for business Although segmentation of the target market and location of supply services are based on different principles, the overall Linkage will be the most accurate and best satisfying customer needs

Marketing strategy is the path the business is going to reach, As part of the overall strategy of the business, the Marketing Strategy demonstrates the Company's efforts to achieve a desirable position in terms of competitive position and volatility in the business environment Only when the marketing strategy is developed can the Company perform synchronously its marketing activities starting from understanding and identifying extemal environmental factors, assessing other internal conditians of the Company Company will then have policies on prodncts, prices, distribution and promotian to achieve the set goals

The role of marketing and marketing theories has changed fundamentally over the decades In contast to the concept of marketing in the 1950s, which emphasized the importance of customers, the modern marketing concept introduced other important elements of marketing such

as customer-oriented marketing, compete competition, to the internal factors of the company itself ‘The desp essence of expanding the marketing perspective is the need to plan and make marketing dscisions on all three levels of strategy, and marketing planning should include

12

Natwal environment (energy shortages, energy costs, pollution levels, change in the rote of goveruments in environmental protection)

Technology environment: (aceelerated change of technology, innovation opportunities, and changes in research and development budgets, changes in technology regulations)

Political environment: (laws regulating business, development of public protection groups) Chitural environment (core cultural values, cultural branches, secondary cultural values change

over time)

‘The microeconomic environment of companies dealing with educational produets includes those who directly affect the ability to meet customer needs including: manutheturers - suppliers, business enterprises themselves, competitors, marketing intermediaries, customers and the public

2.1.2.2 Features produce and consume technojogical educational products

Tochnological cducational products arc special kind of goods thal play an inuportant role in the leaching and transfering of teachers’ knowledge to students Fducation products thal are both commercially available arc also a powerful tool in tcaching and consolidating knowledge for students after hows in school As a tool for the educational industry, from production until delivery to teach, it nrast meet strict standards and conditions From the characteristics of the product, the maiket of this product is very different from other types of consumer produets, End- user consumers, end-users of the product are those who are interested in the trend of education now, the desire for children to acquire new knowledge in accordance with the needs of the times

2.2 The basic content of markeling act

education pronucts

© Research market

ies in business enterprises technalogical

Every business has its own markeling orientation and is coustantly looking for ways to do rescarch marketing to design systematically, analyze and report information and find related to a specific situation about marketing for that business This work can be possibly done following occasionally or regularly Some successful businesses are those that can best evaluate and respond to changes trends and needs in market

In the field of husiness about technological educational products, with the characteristics of this industry, the process of research marketing must have accurately and limely data and information and they havc lotelate fa the operation of The businoss

~ Changes in the macro environment related to the products and services provided by the

enterprise

Demand and ase behaviar of products and services of target groups

= Competitive dynamics of competitors in the market

10

mission of selling person is to sell products to customers who have demand about educational product

It is generally assumed that marketing is the seller's business, but fully understand that both the buyer and the seller have fo do marketing

2.1.2 Educational products and consumer characteristics of educational products om the

market

2.1.2.1 The educational praduct:

According to the opinion of Professor Pham Minh Hae, former of Minister of Education showed the great role of technology education product for teacher that; “ The product of technology education product serve for teaching in the future of a nation So it is not allowed to make waste products” ‘The technology education product is a kind of service which specifically benefits for customer such as students, teachers to serve for the needs of teaching, providing knowledgeable system to leam effectively

Marketing for technology education product is underslood lo satisty with the need of conumunity

or custamer, who work in education or carc about cducation, the school’s provision of educational services to the community Objectives to create competitive advantage; expressed in the market share index, the market of enterprises, In marketing technology education products, this goal is expressed by the response to teachers, educational institutions, schools to create a competitive advantage, better product quality, provide product timely and distribution channels Vere is 4 summary of the most basic concepts in marketing tachnology education products to

Tn marketing for technological cducalional products, this goal requires the eomnpany to sludy the safety and rationality of using educational products in the curiculum to support students’ knowledge, is tool [or teachers in the process of communication This will help improve the brand, status and long-lorm prestige of the company,

Any marketing strategy nvust evaluate all about the impact environment Key elements of the macro environment in here include

Demouraphic environment: (population explosion, age and cthnic composition, cducational levcl, displacement, movement fiom a mass markets to micro markets)

Econoniic environment: (distritmtion of income, savings, debt and ability to borrow),

CHAPTER 1: INTRODUCTION Research background

In the context of current economy, education in Vietnam has experienced many strong changes and adapted more demand about learning of everyone In the past, the educational system of our country is not filly equipped with tools to serve teaching, which led to that student didn’t have opportunity to touch new knowledge, understand deeply lessons of teacher So, education in our country has a lot of limits, Now, our country has many changes Ministry of educational has many policies to upgrade educational effectiveness by using products a5 tools to serve for teaching ‘Ihe variation of economy demands many humans who have level and experience to

work Education is given mors attention to train many humans well so as to adapt to current

economy Now, there are many businesses for educational products ‘rhe changes about structure

in educational business field increase when Vietnam took part in WTO it created opportunity for

many companies in their business, To succeed in the market, companies have to invest on technology, upgrads pradnct quatity and marketing knowledge Lo sland stable

Epro education product distribution and development company limited is a dependent company

of Egroup Egroup was established in 2008 Now, Egxoup is the leading corporation in the field

of online education in Vietnam Mission of Epro company is provide advanced technology education products, ceaseless innovation, promote in a comprehensive way, build trust for customers and partners Now, Kpro is distributing 5 main products line such as: ‘Touch English!, E-Robot Coding Chinh phue vu mon, [oc cung thu khoa and -Smart English ipro tends to be the first company in distributing technology education product of customer

The technology education product is a kind of special goods, it supports student in studying, and making experiment, from that develop the ability to think about the world Trading in technology education product is the connection between commercial elements and service to meet the needs

of teaching and it is suitable for this time, Marketing activities for educational products have some features which are different from mazketing activities tor nermal goods, The target of marketing for educational products, besides econamic value, is tơ eduoate children, help children become global citizens in the future Epro company is going on that way with distributing many products, especially Linglish and Coding to move in preschool school, help children initially familiar with English and programming Along with that, the company also distributes in primary schools, secondary schools and high schools by organizing many matches, Despite being a new company with Ihe hesitation of bud ng activitics, Fpro company is going on a right way, making @ foundation in developing the company Ta take maximan profi

competitive advantage and safety in business, companies need to apply Marketing policies in each case, fram thái crsals the mosl compelilive advaniage for business Applying and dovelaping marketing policies for the current slage in cnterpriscs arc relatively Mexible and adapt

to the charsetoristics of the markel through different stages Therefore, the p

focuscs on enhancing effectiveness of marketing activitics of Epro Educational

and mar

create

CHAPTER 1: INTRODUCTION Research background

In the context of current economy, education in Vietnam has experienced many strong changes and adapted more demand about learning of everyone In the past, the educational system of our country is not filly equipped with tools to serve teaching, which led to that student didn’t have opportunity to touch new knowledge, understand deeply lessons of teacher So, education in our country has a lot of limits, Now, our country has many changes Ministry of educational has many policies to upgrade educational effectiveness by using products a5 tools to serve for teaching ‘Ihe variation of economy demands many humans who have level and experience to

work Education is given mors attention to train many humans well so as to adapt to current

economy Now, there are many businesses for educational products ‘rhe changes about structure

in educational business field increase when Vietnam took part in WTO it created opportunity for

many companies in their business, To succeed in the market, companies have to invest on technology, upgrads pradnct quatity and marketing knowledge Lo sland stable

Epro education product distribution and development company limited is a dependent company

of Egroup Egroup was established in 2008 Now, Egxoup is the leading corporation in the field

of online education in Vietnam Mission of Epro company is provide advanced technology education products, ceaseless innovation, promote in a comprehensive way, build trust for customers and partners Now, Kpro is distributing 5 main products line such as: ‘Touch English!, E-Robot Coding Chinh phue vu mon, [oc cung thu khoa and -Smart English ipro tends to be the first company in distributing technology education product of customer

The technology education product is a kind of special goods, it supports student in studying, and making experiment, from that develop the ability to think about the world Trading in technology education product is the connection between commercial elements and service to meet the needs

of teaching and it is suitable for this time, Marketing activities for educational products have some features which are different from mazketing activities tor nermal goods, The target of marketing for educational products, besides econamic value, is tơ eduoate children, help children become global citizens in the future Epro company is going on that way with distributing many products, especially Linglish and Coding to move in preschool school, help children initially familiar with English and programming Along with that, the company also distributes in primary schools, secondary schools and high schools by organizing many matches, Despite being a new company with Ihe hesitation of bud ng activitics, Fpro company is going on a right way, making @ foundation in developing the company Ta take maximan profi

competitive advantage and safety in business, companies need to apply Marketing policies in each case, fram thái crsals the mosl compelilive advaniage for business Applying and dovelaping marketing policies for the current slage in cnterpriscs arc relatively Mexible and adapt

to the charsetoristics of the markel through different stages Therefore, the p

focuscs on enhancing effectiveness of marketing activitics of Epro Educational

and mar

create

Natwal environment (energy shortages, energy costs, pollution levels, change in the rote of goveruments in environmental protection)

Technology environment: (aceelerated change of technology, innovation opportunities, and changes in research and development budgets, changes in technology regulations)

Political environment: (laws regulating business, development of public protection groups) Chitural environment (core cultural values, cultural branches, secondary cultural values change

over time)

‘The microeconomic environment of companies dealing with educational produets includes those who directly affect the ability to meet customer needs including: manutheturers - suppliers, business enterprises themselves, competitors, marketing intermediaries, customers and the public

2.1.2.2 Features produce and consume technojogical educational products

Tochnological cducational products arc special kind of goods thal play an inuportant role in the leaching and transfering of teachers’ knowledge to students Fducation products thal are both commercially available arc also a powerful tool in tcaching and consolidating knowledge for students after hows in school As a tool for the educational industry, from production until delivery to teach, it nrast meet strict standards and conditions From the characteristics of the product, the maiket of this product is very different from other types of consumer produets, End- user consumers, end-users of the product are those who are interested in the trend of education now, the desire for children to acquire new knowledge in accordance with the needs of the times

2.2 The basic content of markeling act

education pronucts

© Research market

ies in business enterprises technalogical

Every business has its own markeling orientation and is coustantly looking for ways to do rescarch marketing to design systematically, analyze and report information and find related to a specific situation about marketing for that business This work can be possibly done following occasionally or regularly Some successful businesses are those that can best evaluate and respond to changes trends and needs in market

In the field of husiness about technological educational products, with the characteristics of this industry, the process of research marketing must have accurately and limely data and information and they havc lotelate fa the operation of The businoss

~ Changes in the macro environment related to the products and services provided by the

enterprise

Demand and ase behaviar of products and services of target groups

= Competitive dynamics of competitors in the market

10

Customer's assessment on the image, quality, price of the product

© Analysis of SWOT

Based on the findings of marketing rescarech combined with the information derived from marketing information systems of business cducation technology products, the SWOT analysis model will help to develop marketing strategies for businesses dealing in technology education products SWOT stands for the four main components of environmental analysis and the enterptise itself: the strengths and weaknesses of the business itself, the threats and opportunities from the extemal environment related to the war in the future of the business In it, strengths are

an asset, an attribute, or a resource that creates lasting competitive advantage for the business and weaknesses that occur when there is a lack or Jack of resources that makes the business vulnerable hurt by the competitive advantage of the opponent ‘The first role of SWOT analysis is

to evaluate the macro marketing environment and the business sector At this point, businesses must generally assess the economy, competition, institution, socisty and market changes Based

on this anatysis, enlerprises can identify opporlumilies thal can be leveraged and threats lo be

avoided or Hinited Thon, the analysis of the strengths and weukmesscs (internal resources) of the

itself is conducted Strengths necd lo bz leveraged lo avoid / rainitnize threats and take advantage of opportunitics, while weaknesses nocd to be overcome, The advantage of SWOT analys

advantage of the business The disadvanlags of SWOT analysis is thai il is very subjective, difficult to unify among many different analysts

enter

s (hai ÍL can integrale internal and cxicrual factors to determine the key competitive

«Establish a target nurket

Business about technological education products have found that customers using technology education products today is a very large and different set of demand for products ‘Therefore, the business of technology products will have to identify the most attractive parts of the market that they can provide the most effective This identification process is described in this model

Segment active markel Jacl targel rarkel Loeate on the target market Determine | Chaưaclorislics Tdontify Sctcetand |1.oealsơn Bslablish

criteria of market altruclive targel on cach target | amarketing

market segments market target market | segment mix for each segmentation segments segments target

segment

Model 2.1 Key steps in segmentation, identification and position market

® Segmentation of market

Markel segmentation is the process of grouping customers with the same desires or needs that the

ng nix, The basis for market

Natwal environment (energy shortages, energy costs, pollution levels, change in the rote of goveruments in environmental protection)

Technology environment: (aceelerated change of technology, innovation opportunities, and changes in research and development budgets, changes in technology regulations)

Political environment: (laws regulating business, development of public protection groups) Chitural environment (core cultural values, cultural branches, secondary cultural values change

over time)

‘The microeconomic environment of companies dealing with educational produets includes those who directly affect the ability to meet customer needs including: manutheturers - suppliers, business enterprises themselves, competitors, marketing intermediaries, customers and the public

2.1.2.2 Features produce and consume technojogical educational products

Tochnological cducational products arc special kind of goods thal play an inuportant role in the leaching and transfering of teachers’ knowledge to students Fducation products thal are both commercially available arc also a powerful tool in tcaching and consolidating knowledge for students after hows in school As a tool for the educational industry, from production until delivery to teach, it nrast meet strict standards and conditions From the characteristics of the product, the maiket of this product is very different from other types of consumer produets, End- user consumers, end-users of the product are those who are interested in the trend of education now, the desire for children to acquire new knowledge in accordance with the needs of the times

2.2 The basic content of markeling act

education pronucts

© Research market

ies in business enterprises technalogical

Every business has its own markeling orientation and is coustantly looking for ways to do rescarch marketing to design systematically, analyze and report information and find related to a specific situation about marketing for that business This work can be possibly done following occasionally or regularly Some successful businesses are those that can best evaluate and respond to changes trends and needs in market

In the field of husiness about technological educational products, with the characteristics of this industry, the process of research marketing must have accurately and limely data and information and they havc lotelate fa the operation of The businoss

~ Changes in the macro environment related to the products and services provided by the

enterprise

Demand and ase behaviar of products and services of target groups

= Competitive dynamics of competitors in the market

10

Purposes of research

‘The rescarch aims at investigating the existing marketing activities in Epro Company It based on which to identity weakness and to suggest useful implications for the company to improve effectiveness of making activities of the company Specifically, the research has tues main purposes

+ To systematize the basic of marketing theory about technotogical education prodnets, siudy and delenrine the basic cơntenls of marketing activities of snterprises dealing in educational praduels in the current market tnechanism

+ Analyze and evaluate trend and dynamnies of marketing aolivitics in business of technology education products that enterprises have achieved From that, identifying the

successes, limitations, find the main cause with this activity to overcome

- Proposing practical and specific solutions to improve marketing activities of enterprises dealing in technology products, contributing to improve management efficiency and maximizing profits in the company

Scope of research

Because company has been founded for one year, its nnmber of customers is still imited The customers of the company include both business to business customers and business to customer

(B-to-C) customers Due to time and budget constraints, this research only just focus on

researching about final cnstomers, the customers invotved in this research are people who ara using products of this company

Structure of the thesis

The thesis is structured in Schapters:

Purposes of research

‘The rescarch aims at investigating the existing marketing activities in Epro Company It based on which to identity weakness and to suggest useful implications for the company to improve effectiveness of making activities of the company Specifically, the research has tues main purposes

+ To systematize the basic of marketing theory about technotogical education prodnets, siudy and delenrine the basic cơntenls of marketing activities of snterprises dealing in educational praduels in the current market tnechanism

+ Analyze and evaluate trend and dynamnies of marketing aolivitics in business of technology education products that enterprises have achieved From that, identifying the

successes, limitations, find the main cause with this activity to overcome

- Proposing practical and specific solutions to improve marketing activities of enterprises dealing in technology products, contributing to improve management efficiency and maximizing profits in the company

Scope of research

Because company has been founded for one year, its nnmber of customers is still imited The customers of the company include both business to business customers and business to customer

(B-to-C) customers Due to time and budget constraints, this research only just focus on

researching about final cnstomers, the customers invotved in this research are people who ara using products of this company

Structure of the thesis

The thesis is structured in Schapters:

mission of selling person is to sell products to customers who have demand about educational product

It is generally assumed that marketing is the seller's business, but fully understand that both the buyer and the seller have fo do marketing

2.1.2 Educational products and consumer characteristics of educational products om the

market

2.1.2.1 The educational praduct:

According to the opinion of Professor Pham Minh Hae, former of Minister of Education showed the great role of technology education product for teacher that; “ The product of technology education product serve for teaching in the future of a nation So it is not allowed to make waste products” ‘The technology education product is a kind of service which specifically benefits for customer such as students, teachers to serve for the needs of teaching, providing knowledgeable system to leam effectively

Marketing for technology education product is underslood lo satisty with the need of conumunity

or custamer, who work in education or carc about cducation, the school’s provision of educational services to the community Objectives to create competitive advantage; expressed in the market share index, the market of enterprises, In marketing technology education products, this goal is expressed by the response to teachers, educational institutions, schools to create a competitive advantage, better product quality, provide product timely and distribution channels Vere is 4 summary of the most basic concepts in marketing tachnology education products to

Tn marketing for technological cducalional products, this goal requires the eomnpany to sludy the safety and rationality of using educational products in the curiculum to support students’ knowledge, is tool [or teachers in the process of communication This will help improve the brand, status and long-lorm prestige of the company,

Any marketing strategy nvust evaluate all about the impact environment Key elements of the macro environment in here include

Demouraphic environment: (population explosion, age and cthnic composition, cducational levcl, displacement, movement fiom a mass markets to micro markets)

Econoniic environment: (distritmtion of income, savings, debt and ability to borrow),

is based on principles that include: geographic principlss, peychological principles, behavioral principles, and demographic principles The more obvious (he market structure is, Ihe easier the techni

t celucational product business will be, The nexl stop is to sơlcol the product that will bs

marketed ta them, Spollight is more specific, more effective

After targeting the target market, the next step is to assess the attractiveness of the market segments in order to identify the target market A business enterprise of educational technology products will select the target market based on the main factors: the size and erowth of the market segment, its attractiveness and competitiveness in the segment ‘That is the system of public and private schools, from preschool to high school

Once the target market is sclected, the technical cducational business necds to determine the location of the product that it offers in the market, Based on customer needs, comparing the features offered by competitors and their capabilities, these businesses need to determine the location of the product, Principles of commodity positioning include being of value to the customer, distinctive, of exceptional value, casy to sce, within the limits of the customer's pay and profitable exam for business Although segmentation of the target market and location of supply services are based on different principles, the overall Linkage will be the most accurate and best satisfying customer needs

Marketing strategy is the path the business is going to reach, As part of the overall strategy of the business, the Marketing Strategy demonstrates the Company's efforts to achieve a desirable position in terms of competitive position and volatility in the business environment Only when the marketing strategy is developed can the Company perform synchronously its marketing activities starting from understanding and identifying extemal environmental factors, assessing other internal conditians of the Company Company will then have policies on prodncts, prices, distribution and promotian to achieve the set goals

The role of marketing and marketing theories has changed fundamentally over the decades In contast to the concept of marketing in the 1950s, which emphasized the importance of customers, the modern marketing concept introduced other important elements of marketing such

as customer-oriented marketing, compete competition, to the internal factors of the company itself ‘The desp essence of expanding the marketing perspective is the need to plan and make marketing dscisions on all three levels of strategy, and marketing planning should include

12

Natwal environment (energy shortages, energy costs, pollution levels, change in the rote of goveruments in environmental protection)

Technology environment: (aceelerated change of technology, innovation opportunities, and changes in research and development budgets, changes in technology regulations)

Political environment: (laws regulating business, development of public protection groups) Chitural environment (core cultural values, cultural branches, secondary cultural values change

over time)

‘The microeconomic environment of companies dealing with educational produets includes those who directly affect the ability to meet customer needs including: manutheturers - suppliers, business enterprises themselves, competitors, marketing intermediaries, customers and the public

2.1.2.2 Features produce and consume technojogical educational products

Tochnological cducational products arc special kind of goods thal play an inuportant role in the leaching and transfering of teachers’ knowledge to students Fducation products thal are both commercially available arc also a powerful tool in tcaching and consolidating knowledge for students after hows in school As a tool for the educational industry, from production until delivery to teach, it nrast meet strict standards and conditions From the characteristics of the product, the maiket of this product is very different from other types of consumer produets, End- user consumers, end-users of the product are those who are interested in the trend of education now, the desire for children to acquire new knowledge in accordance with the needs of the times

2.2 The basic content of markeling act

education pronucts

© Research market

ies in business enterprises technalogical

Every business has its own markeling orientation and is coustantly looking for ways to do rescarch marketing to design systematically, analyze and report information and find related to a specific situation about marketing for that business This work can be possibly done following occasionally or regularly Some successful businesses are those that can best evaluate and respond to changes trends and needs in market

In the field of husiness about technological educational products, with the characteristics of this industry, the process of research marketing must have accurately and limely data and information and they havc lotelate fa the operation of The businoss

~ Changes in the macro environment related to the products and services provided by the

enterprise

Demand and ase behaviar of products and services of target groups

= Competitive dynamics of competitors in the market

10

Purposes of research

‘The rescarch aims at investigating the existing marketing activities in Epro Company It based on which to identity weakness and to suggest useful implications for the company to improve effectiveness of making activities of the company Specifically, the research has tues main purposes

+ To systematize the basic of marketing theory about technotogical education prodnets, siudy and delenrine the basic cơntenls of marketing activities of snterprises dealing in educational praduels in the current market tnechanism

+ Analyze and evaluate trend and dynamnies of marketing aolivitics in business of technology education products that enterprises have achieved From that, identifying the

successes, limitations, find the main cause with this activity to overcome

- Proposing practical and specific solutions to improve marketing activities of enterprises dealing in technology products, contributing to improve management efficiency and maximizing profits in the company

Scope of research

Because company has been founded for one year, its nnmber of customers is still imited The customers of the company include both business to business customers and business to customer

(B-to-C) customers Due to time and budget constraints, this research only just focus on

researching about final cnstomers, the customers invotved in this research are people who ara using products of this company

Structure of the thesis

The thesis is structured in Schapters:

Purposes of research

‘The rescarch aims at investigating the existing marketing activities in Epro Company It based on which to identity weakness and to suggest useful implications for the company to improve effectiveness of making activities of the company Specifically, the research has tues main purposes

+ To systematize the basic of marketing theory about technotogical education prodnets, siudy and delenrine the basic cơntenls of marketing activities of snterprises dealing in educational praduels in the current market tnechanism

+ Analyze and evaluate trend and dynamnies of marketing aolivitics in business of technology education products that enterprises have achieved From that, identifying the

successes, limitations, find the main cause with this activity to overcome

- Proposing practical and specific solutions to improve marketing activities of enterprises dealing in technology products, contributing to improve management efficiency and maximizing profits in the company

Scope of research

Because company has been founded for one year, its nnmber of customers is still imited The customers of the company include both business to business customers and business to customer

(B-to-C) customers Due to time and budget constraints, this research only just focus on

researching about final cnstomers, the customers invotved in this research are people who ara using products of this company

Structure of the thesis

The thesis is structured in Schapters:

Customer's assessment on the image, quality, price of the product

© Analysis of SWOT

Based on the findings of marketing rescarech combined with the information derived from marketing information systems of business cducation technology products, the SWOT analysis model will help to develop marketing strategies for businesses dealing in technology education products SWOT stands for the four main components of environmental analysis and the enterptise itself: the strengths and weaknesses of the business itself, the threats and opportunities from the extemal environment related to the war in the future of the business In it, strengths are

an asset, an attribute, or a resource that creates lasting competitive advantage for the business and weaknesses that occur when there is a lack or Jack of resources that makes the business vulnerable hurt by the competitive advantage of the opponent ‘The first role of SWOT analysis is

to evaluate the macro marketing environment and the business sector At this point, businesses must generally assess the economy, competition, institution, socisty and market changes Based

on this anatysis, enlerprises can identify opporlumilies thal can be leveraged and threats lo be

avoided or Hinited Thon, the analysis of the strengths and weukmesscs (internal resources) of the

itself is conducted Strengths necd lo bz leveraged lo avoid / rainitnize threats and take advantage of opportunitics, while weaknesses nocd to be overcome, The advantage of SWOT analys

advantage of the business The disadvanlags of SWOT analysis is thai il is very subjective, difficult to unify among many different analysts

enter

s (hai ÍL can integrale internal and cxicrual factors to determine the key competitive

«Establish a target nurket

Business about technological education products have found that customers using technology education products today is a very large and different set of demand for products ‘Therefore, the business of technology products will have to identify the most attractive parts of the market that they can provide the most effective This identification process is described in this model

Segment active markel Jacl targel rarkel Loeate on the target market Determine | Chaưaclorislics Tdontify Sctcetand |1.oealsơn Bslablish

criteria of market altruclive targel on cach target | amarketing

market segments market target market | segment mix for each segmentation segments segments target

segment

Model 2.1 Key steps in segmentation, identification and position market

® Segmentation of market

Markel segmentation is the process of grouping customers with the same desires or needs that the

ng nix, The basis for market

Natwal environment (energy shortages, energy costs, pollution levels, change in the rote of goveruments in environmental protection)

Technology environment: (aceelerated change of technology, innovation opportunities, and changes in research and development budgets, changes in technology regulations)

Political environment: (laws regulating business, development of public protection groups) Chitural environment (core cultural values, cultural branches, secondary cultural values change

over time)

‘The microeconomic environment of companies dealing with educational produets includes those who directly affect the ability to meet customer needs including: manutheturers - suppliers, business enterprises themselves, competitors, marketing intermediaries, customers and the public

2.1.2.2 Features produce and consume technojogical educational products

Tochnological cducational products arc special kind of goods thal play an inuportant role in the leaching and transfering of teachers’ knowledge to students Fducation products thal are both commercially available arc also a powerful tool in tcaching and consolidating knowledge for students after hows in school As a tool for the educational industry, from production until delivery to teach, it nrast meet strict standards and conditions From the characteristics of the product, the maiket of this product is very different from other types of consumer produets, End- user consumers, end-users of the product are those who are interested in the trend of education now, the desire for children to acquire new knowledge in accordance with the needs of the times

2.2 The basic content of markeling act

education pronucts

© Research market

ies in business enterprises technalogical

Every business has its own markeling orientation and is coustantly looking for ways to do rescarch marketing to design systematically, analyze and report information and find related to a specific situation about marketing for that business This work can be possibly done following occasionally or regularly Some successful businesses are those that can best evaluate and respond to changes trends and needs in market

In the field of husiness about technological educational products, with the characteristics of this industry, the process of research marketing must have accurately and limely data and information and they havc lotelate fa the operation of The businoss

~ Changes in the macro environment related to the products and services provided by the

enterprise

Demand and ase behaviar of products and services of target groups

= Competitive dynamics of competitors in the market

10

CHAPIER 2: THEOREIICAL BACKGROUND MARKETING ACTIVITIES OF BUSINESS ENTERPRISES TECHNOLOGICAL EDUCATION EQUIPMENT

2.1 Some basic theory concepts

2.1.4 Concept of Marketing

Marketing is defined as “the process of performing activities that achieve a unit's objectives by anticipating the needs of consumers in order to contre! the flaw of gonds and services that meet the needs of the organization “Manufacturers to consumers.” (i McCarthy &Nguyen Xuan

Quang, 2007)

"Marketing is the process of working with the market to conduct exchanges, to satisfy the needs and wants of people, Understandably, marketing is a form of human activity (including organization) to satisfy the needs and wants through the exchange (Prof Dr ‘Iran Minh Dao,

2010)

Marketing can also be scon as the process by which cvery individuals or groups achieve what they need and want Umough Lhe creation, donation, and cxehange of free guods and scrvices

‘As defined for managers, marketing is like "selling art," but surprisingly, the most important element of marketing is not actually selling the product "tut the purpose of marketing is to know and understand customer so well that the product or service is the most appropriate for that

person, and that it will sell," said Peter Drucker, a leading management theorist Ideally,

marketing should be the result of « willingness 1 shop, so the formation of a new product or

service becomes necessary to create them

Marketing Activity: A term, defined in different ways in each organization We detine marketing activities as a principle of history, technology, guidance and language that promotes values in managing the functional activities of marketing, making marketing the medium ‘This is considered as the heart of all benefits and is important in business activity The purpose of

marketing activities is to perform two tasks effectively:

The first task involves achicving organizational goals by rcinforcing and marketing stratcgics,

tacties with an appropriate organizational struciure that fosters and promates growth of company

in the next time

‘rhe second task involves creating an educational environment in the organization, a highly collaborative environment inside and outside the marketing department, This allows people to appreciate the value of marketing in a more positive way and encourage boldness in their work (Gary M.Xatz - collectibles and translation from marketingprofs cam)

Tt can be said thal marketing for technological cducational products is a form of activitics ta satisfy the necds and cxpectations through the exchange betwccn sclling and buying product, and

8

CHAPTER 1: INTRODUCTION Research background

In the context of current economy, education in Vietnam has experienced many strong changes and adapted more demand about learning of everyone In the past, the educational system of our country is not filly equipped with tools to serve teaching, which led to that student didn’t have opportunity to touch new knowledge, understand deeply lessons of teacher So, education in our country has a lot of limits, Now, our country has many changes Ministry of educational has many policies to upgrade educational effectiveness by using products a5 tools to serve for teaching ‘Ihe variation of economy demands many humans who have level and experience to

work Education is given mors attention to train many humans well so as to adapt to current

economy Now, there are many businesses for educational products ‘rhe changes about structure

in educational business field increase when Vietnam took part in WTO it created opportunity for

many companies in their business, To succeed in the market, companies have to invest on technology, upgrads pradnct quatity and marketing knowledge Lo sland stable

Epro education product distribution and development company limited is a dependent company

of Egroup Egroup was established in 2008 Now, Egxoup is the leading corporation in the field

of online education in Vietnam Mission of Epro company is provide advanced technology education products, ceaseless innovation, promote in a comprehensive way, build trust for customers and partners Now, Kpro is distributing 5 main products line such as: ‘Touch English!, E-Robot Coding Chinh phue vu mon, [oc cung thu khoa and -Smart English ipro tends to be the first company in distributing technology education product of customer

The technology education product is a kind of special goods, it supports student in studying, and making experiment, from that develop the ability to think about the world Trading in technology education product is the connection between commercial elements and service to meet the needs

of teaching and it is suitable for this time, Marketing activities for educational products have some features which are different from mazketing activities tor nermal goods, The target of marketing for educational products, besides econamic value, is tơ eduoate children, help children become global citizens in the future Epro company is going on that way with distributing many products, especially Linglish and Coding to move in preschool school, help children initially familiar with English and programming Along with that, the company also distributes in primary schools, secondary schools and high schools by organizing many matches, Despite being a new company with Ihe hesitation of bud ng activitics, Fpro company is going on a right way, making @ foundation in developing the company Ta take maximan profi

competitive advantage and safety in business, companies need to apply Marketing policies in each case, fram thái crsals the mosl compelilive advaniage for business Applying and dovelaping marketing policies for the current slage in cnterpriscs arc relatively Mexible and adapt

to the charsetoristics of the markel through different stages Therefore, the p

focuscs on enhancing effectiveness of marketing activitics of Epro Educational

and mar

create

Customer's assessment on the image, quality, price of the product

© Analysis of SWOT

Based on the findings of marketing rescarech combined with the information derived from marketing information systems of business cducation technology products, the SWOT analysis model will help to develop marketing strategies for businesses dealing in technology education products SWOT stands for the four main components of environmental analysis and the enterptise itself: the strengths and weaknesses of the business itself, the threats and opportunities from the extemal environment related to the war in the future of the business In it, strengths are

an asset, an attribute, or a resource that creates lasting competitive advantage for the business and weaknesses that occur when there is a lack or Jack of resources that makes the business vulnerable hurt by the competitive advantage of the opponent ‘The first role of SWOT analysis is

to evaluate the macro marketing environment and the business sector At this point, businesses must generally assess the economy, competition, institution, socisty and market changes Based

on this anatysis, enlerprises can identify opporlumilies thal can be leveraged and threats lo be

avoided or Hinited Thon, the analysis of the strengths and weukmesscs (internal resources) of the

itself is conducted Strengths necd lo bz leveraged lo avoid / rainitnize threats and take advantage of opportunitics, while weaknesses nocd to be overcome, The advantage of SWOT analys

advantage of the business The disadvanlags of SWOT analysis is thai il is very subjective, difficult to unify among many different analysts

enter

s (hai ÍL can integrale internal and cxicrual factors to determine the key competitive

«Establish a target nurket

Business about technological education products have found that customers using technology education products today is a very large and different set of demand for products ‘Therefore, the business of technology products will have to identify the most attractive parts of the market that they can provide the most effective This identification process is described in this model

Segment active markel Jacl targel rarkel Loeate on the target market Determine | Chaưaclorislics Tdontify Sctcetand |1.oealsơn Bslablish

criteria of market altruclive targel on cach target | amarketing

market segments market target market | segment mix for each segmentation segments segments target

segment

Model 2.1 Key steps in segmentation, identification and position market

® Segmentation of market

Markel segmentation is the process of grouping customers with the same desires or needs that the

ng nix, The basis for market