Luận văn thạc sĩ towards the formulation of a new marketing mix strategy of habeco in the new economic era xây dựng chiến lược marketing mix tại habeco trong thời kỳ mới luận văn ths kinh doanh

ST Table 7: Respondents’ Perception on the Marketing Mix Strategies of HABECO ‘Table 8; Respondents’ Perception on the Marketing Mix Strategies of HABECO Table 9: Respondents’ Percepti

ĐẠI HỌC QUOC GIA IIA NOI KHOA QUAN TRI VA KINH DOANH

NGO VIET ITA

TOWARDS THE FORMULATION

OF A NEW MARKETING MIX STRATEGY

OF HABECO IN THE NEW ECONOMIC ERA

XAY DUNG CHIEN LUGC MARKETING MIX

TẠI HABECO TRONG THỜI KỲ MỚI

LUẬN VĂN THẠC SĨ QUẦN TRỊ KINH DOANH

Hà Nội - 2017

ĐẠI HỌC QUOC GIA IIA NOI KHOA QUAN TRI VA KINH DOANH

NGO VIET ITA

TOWARDS THE FORMULATION

OF A NEW MARKETING MIX STRATEGY

OF HABECO IN THE NEW ECONOMIC ERA

XÂY DỰNG CHIẾN LUQC MARKETING MIX

TAI HABECO TRONG THOT KY MOT

Chuyên ngành: Quản trị kinh doanh

Ma sé: 60 34 01 02

LUAN VAN THAC SI QUAN TRI KINH DOANH

NGƯỜI HƯỚNG DẪN KHOA HOC: TS HOANG ANH TUAN

Hà Nội - 2017

DECLARATION

The author confirms that the rescarch outcome in the thosis is the result of author’s independent work during study and research period and it is not yet published in other’s research and article

The other's research result and documentation (extraction, table, figure, formula, and other document) used in the thesis are ened properly and the permission (if required) is piven

‘The author is responsible in front of the ‘Thesis Assessment Committee,

Hanm School of Busmess, and the laws for ahove-tmentioned declaration

Tia Noi, 0? August 2017

Ngo Viet Ha

2.2 Statement of the Problems àcneicsrirree ¬ 2.3 Conceptual framework esses snsssneneseasinttnstnsnetintiniatitnseieneenene 29 2.3.1, Roscarch Design vcs ses ssevssstsmessentusessinee senses 1 31 2.3.2, Respondents of the study .scsessessssmssinessstnsnesistiniaeineennesneenane 32 2.3.3 Sample and Sampling Techrriques - - 32

3.1 Profile of the Respondents in Terms of Selected Variables - 35

3.2 Respondents’ Perception on the Marketing Mix Strategies of HABECO Company in Hanoi Ciữy cà neerrrrrriirrrirrrarrreoaoa.8

3.3 Significant Difference on the Respondents’ Perception on the Marketing Mix

3.4 Findings sec — _ CONCLUSION, LIMITATION AND IMPLICATION woes "— 54

1 Conclusien ¬" ancien 54

REFHRENCHS ¬ SP APPENDIX A

5 §oope of rosearch SH HH HH H0 HH0 tái ¬

6 Researoh methodoÌoEY càng, 001m reesie Ổ

7, Thesi5 SỈTCEMF€ nhìn He KHE

CHAPTER 1 THEORLUIICAL BACKGROUND ON MARKUTING MIX

1.2 Strategic Marketing Planning Process 9 1.2.1, Marketing Situation Analy8iS con eiee " eee 9 1.2.2, Marketing Strategy Design oucsessesessrsuneestietistniatineineeneenere 12 1.2.3 Marketing Mix Program Development secesssenceeene " - 1.2.4, Implementing and Managing Marketing Strategy suaasa.23 CHAPTER 2; APPLICATION OF THEORY: A CASE OF HABECO COMPANY26 2.1, Introduction of HABECO .asssssasinenssesvestinen sine ¬" -

iii

ACKNOWLEDGMENT

Writing a master thesis is a gratifying but difficult and sometimes nerve wrecking endeavor that few engaged in because it requires a lot of sacrifices and hard work from the researcher However, at the end of one’s task, one experiences a wonderful feeling of joy, happiness, relief and fulfillment

The researcher would like to extend her sincerest gratitude and thanks Lo the

following people who were very instrumental in the fulfillment of this research study

Associate Prof HOANG DISH PHI, Ph D., President of Hanoi School of

Business and Management, for his untiring effort and belief that this program is possible thus enabling, us to pursue the MBA degree,

DR HOANG ANH TUAN, Ph D., thesis adviser, for his guidance and endless support for the improvement of this study

To ALL TLU! 1ISB PROVLSSORS, for their support and guidance extended

throughout the graduate studies in Hanoi School of business and management,

Vietnam,

HSB STAFF, for providing me the necessary rexcarch inatorials provided lo us;

MANAGERS and EMPLOYEES of Hanoi Beer Alcohol Beverage joi stock

corporation, my Respondents, for their patience and cooperation in answering the

queslionmaire and for other data given,

MY FAMILY and rRIENDS, for the love and support in one way or the other; and

TO ALL who have contributed to make this study a success

Ngo Viet Eta

ii

List of Tables

‘Table 1: Frequency Distribution, Percentage and Rank of the Respondents’ Profile

'Table 2: Erequency Distribution, Percentage and Rank of the Respondents’ Profile

in Terms o£ Genđer LH Hee oi Seeeeesene , 38 Table 3: Frequency Distribution Percentage and Rank of the Respondents’ Profile

in ‘Lers of Civil Status

Table 4: Frequency Distribution, Percentage and Rank of the Respondents’ Profile

im Tens of Educational Attainment - - 36

‘Fable 5: Frequency Distribution, Percentage and Rank of the Respondents’ Profile

in Terms of types of Respondents - - 37

Table 6: Froqueney DistribuHơm, Percertsge ønd Rank of the Respondents’ Profile

in Terms of Monthly Income.ses sess sstsiesvnnesseesonessetnsietnete ¬— ST Table 7: Respondents’ Perception on the Marketing Mix Strategies of HABECO

‘Table 8; Respondents’ Perception on the Marketing Mix Strategies of HABECO

Table 9: Respondents’ Perception on the Marketing Mix Stategics of HABECO

Company in Hanoi City In 'Terms OŸ PlaeE u sstnsnetinee „41 Table 10: Respondents’ Perception on the Marketing Mix Strategies of HABECO

Company in Hanoi City In ‘Terms Of Promotion .ccsssseesnseeneeiaee _ Table 11: Composite table of General Weighted Mean of Respondents’ Perception on the Marketing Mix Strategies of HABECO Company in Hanoi City - 43

‘fable 12; Computed ¥ value on One-Way ANOVA of the significant Difference between the Respondents’ age and their perception on the Marketing Mix Strategies

Table 13; Computed F_valuc on One-Way ANOVA of the significant Diffcrenee between the Respondents’ Gender and their perception on the Marketing Mix Streegies of HABECO Company in Hanoi City - - 46

vi

List of figures

Figure 1.1 Suafcgic marketing prooesss

Figure 1.2 Selecting a marketing sirategy

Figure 1.3 Prive determination process

Figure 2.1 Illustrates this conceptual framework

wll

wld

21 731

Table 14: Computed F_valuc on One-Way ANOVA of the significant Differenee

between the Respondents’ Civil Status and their perception on the Marketing Mix

Strategies of HABECO Company in Hanoi City - 47

‘Table 15: Computed F value on One-Way ANOVA of the significant Difference between the Respondents’ Educational Attainment and their perception on the Marketing

‘Table 16; Computed F_value on One-Way ANOVA of the significant Difference on the Respondents’ Perception on the Marketing Mix Strategies of ILABECO

Company in Hanoi Cily wher grouped according to Cuslomers, Retailers and

vi

2.2 Statement of the Problems àcneicsrirree ¬ 2.3 Conceptual framework esses snsssneneseasinttnstnsnetintiniatitnseieneenene 29 2.3.1, Roscarch Design vcs ses ssevssstsmessentusessinee senses 1 31 2.3.2, Respondents of the study .scsessessssmssinessstnsnesistiniaeineennesneenane 32 2.3.3 Sample and Sampling Techrriques - - 32

3.1 Profile of the Respondents in Terms of Selected Variables - 35

3.2 Respondents’ Perception on the Marketing Mix Strategies of HABECO Company in Hanoi Ciữy cà neerrrrrriirrrirrrarrreoaoa.8

3.3 Significant Difference on the Respondents’ Perception on the Marketing Mix

3.4 Findings sec — _ CONCLUSION, LIMITATION AND IMPLICATION woes "— 54

1 Conclusien ¬" ancien 54

REFHRENCHS ¬ SP APPENDIX A

TNTRODUCTION

1 Rationale

Vietnam’s domestic beer industry is preparing itself for fierce competition from foreign beer companies after the signing of the ‘rans Pacific Partnership (PP), a U.S led free trade agreement Under the TPP, Vietnam will reduce tts imported beer tax from

35 percent to zero percent

Vieinarn represenis a cloar market opportunity for foreign beer brands Unlike some

of the other countries in the region, Vietnam has a strong culture of beer drinking,

According to the Vietnam Beer, Alcobol, and Beverage Association, Vielnam is one of

the region’s largest consumers of beer, ranking behind only China and Japan In 2015, consumption levels reached 3.4 billion liters; a 2.5 percent increase year on year ‘the

beer markel has scort an average growth of 10 percont-per year

With the conclusion of the Trans Pacific Partnership in sight, competition in Vietnam’s beer market is only expected to intensify

To succced in this environment, comparics must consider the market ends

that will likely shape the industry over the next few years This will help them

understand the challenges they will encounter and transform these challenges into

opportunities [or process improvement, enhanced [exibilily and, ultimaicly, greater profit-ability As everyone known developme effective marketing strategies for a

company is the key lo success in ils largel market Marketing helps compares to

maximize product sales through deployment of product policy, pricing, distribution and promotion, to maximize the satisfaction of consumer, to maximize choice of

consumers Markeling activities have become csscrtial for beth sellers and buyers

in all spheres of social life When lack of understanding of the market will not have

the policy basis to access to market, to maximize sales to maximize profits, will not even satisfy cuslomers to the risk of losing customers and linally defeal in the competition ‘this study will find out sohations to help HABKCO become one of

powerful corporations, holding the leading role in the beer manufacturing, industry

1

ACKNOWLEDGMENT

Writing a master thesis is a gratifying but difficult and sometimes nerve wrecking endeavor that few engaged in because it requires a lot of sacrifices and hard work from the researcher However, at the end of one’s task, one experiences a wonderful feeling of joy, happiness, relief and fulfillment

The researcher would like to extend her sincerest gratitude and thanks Lo the

following people who were very instrumental in the fulfillment of this research study

Associate Prof HOANG DISH PHI, Ph D., President of Hanoi School of

Business and Management, for his untiring effort and belief that this program is possible thus enabling, us to pursue the MBA degree,

DR HOANG ANH TUAN, Ph D., thesis adviser, for his guidance and endless support for the improvement of this study

To ALL TLU! 1ISB PROVLSSORS, for their support and guidance extended

throughout the graduate studies in Hanoi School of business and management,

Vietnam,

HSB STAFF, for providing me the necessary rexcarch inatorials provided lo us;

MANAGERS and EMPLOYEES of Hanoi Beer Alcohol Beverage joi stock

corporation, my Respondents, for their patience and cooperation in answering the

queslionmaire and for other data given,

MY FAMILY and rRIENDS, for the love and support in one way or the other; and

TO ALL who have contributed to make this study a success

Ngo Viet Eta

ii

List of figures

Figure 1.1 Suafcgic marketing prooesss

Figure 1.2 Selecting a marketing sirategy

Figure 1.3 Prive determination process

Figure 2.1 Illustrates this conceptual framework

wll

wld

21 731

List of figures

Figure 1.1 Suafcgic marketing prooesss

Figure 1.2 Selecting a marketing sirategy

Figure 1.3 Prive determination process

Figure 2.1 Illustrates this conceptual framework

wll

wld

21 731

5 §oope of rosearch SH HH HH H0 HH0 tái ¬

6 Researoh methodoÌoEY càng, 001m reesie Ổ

7, Thesi5 SỈTCEMF€ nhìn He KHE

CHAPTER 1 THEORLUIICAL BACKGROUND ON MARKUTING MIX

1.2 Strategic Marketing Planning Process 9 1.2.1, Marketing Situation Analy8iS con eiee " eee 9 1.2.2, Marketing Strategy Design oucsessesessrsuneestietistniatineineeneenere 12 1.2.3 Marketing Mix Program Development secesssenceeene " - 1.2.4, Implementing and Managing Marketing Strategy suaasa.23 CHAPTER 2; APPLICATION OF THEORY: A CASE OF HABECO COMPANY26 2.1, Introduction of HABECO .asssssasinenssesvestinen sine ¬" -

iii

Table 14: Computed F_valuc on One-Way ANOVA of the significant Differenee

between the Respondents’ Civil Status and their perception on the Marketing Mix

Strategies of HABECO Company in Hanoi City - 47

‘Table 15: Computed F value on One-Way ANOVA of the significant Difference between the Respondents’ Educational Attainment and their perception on the Marketing

‘Table 16; Computed F_value on One-Way ANOVA of the significant Difference on the Respondents’ Perception on the Marketing Mix Strategies of ILABECO

Company in Hanoi Cily wher grouped according to Cuslomers, Retailers and

vi

5 §oope of rosearch SH HH HH H0 HH0 tái ¬

6 Researoh methodoÌoEY càng, 001m reesie Ổ

7, Thesi5 SỈTCEMF€ nhìn He KHE

CHAPTER 1 THEORLUIICAL BACKGROUND ON MARKUTING MIX

1.2 Strategic Marketing Planning Process 9 1.2.1, Marketing Situation Analy8iS con eiee " eee 9 1.2.2, Marketing Strategy Design oucsessesessrsuneestietistniatineineeneenere 12 1.2.3 Marketing Mix Program Development secesssenceeene " - 1.2.4, Implementing and Managing Marketing Strategy suaasa.23 CHAPTER 2; APPLICATION OF THEORY: A CASE OF HABECO COMPANY26 2.1, Introduction of HABECO .asssssasinenssesvestinen sine ¬" -

iii

Table 14: Computed F_valuc on One-Way ANOVA of the significant Differenee

between the Respondents’ Civil Status and their perception on the Marketing Mix

Strategies of HABECO Company in Hanoi City - 47

‘Table 15: Computed F value on One-Way ANOVA of the significant Difference between the Respondents’ Educational Attainment and their perception on the Marketing

‘Table 16; Computed F_value on One-Way ANOVA of the significant Difference on the Respondents’ Perception on the Marketing Mix Strategies of ILABECO

Company in Hanoi Cily wher grouped according to Cuslomers, Retailers and

vi

5 §oope of rosearch SH HH HH H0 HH0 tái ¬

6 Researoh methodoÌoEY càng, 001m reesie Ổ

7, Thesi5 SỈTCEMF€ nhìn He KHE

CHAPTER 1 THEORLUIICAL BACKGROUND ON MARKUTING MIX

1.2 Strategic Marketing Planning Process 9 1.2.1, Marketing Situation Analy8iS con eiee " eee 9 1.2.2, Marketing Strategy Design oucsessesessrsuneestietistniatineineeneenere 12 1.2.3 Marketing Mix Program Development secesssenceeene " - 1.2.4, Implementing and Managing Marketing Strategy suaasa.23 CHAPTER 2; APPLICATION OF THEORY: A CASE OF HABECO COMPANY26 2.1, Introduction of HABECO .asssssasinenssesvestinen sine ¬" -

iii

2.2 Statement of the Problems àcneicsrirree ¬ 2.3 Conceptual framework esses snsssneneseasinttnstnsnetintiniatitnseieneenene 29 2.3.1, Roscarch Design vcs ses ssevssstsmessentusessinee senses 1 31 2.3.2, Respondents of the study .scsessessssmssinessstnsnesistiniaeineennesneenane 32 2.3.3 Sample and Sampling Techrriques - - 32

3.1 Profile of the Respondents in Terms of Selected Variables - 35

3.2 Respondents’ Perception on the Marketing Mix Strategies of HABECO Company in Hanoi Ciữy cà neerrrrrriirrrirrrarrreoaoa.8

3.3 Significant Difference on the Respondents’ Perception on the Marketing Mix

3.4 Findings sec — _ CONCLUSION, LIMITATION AND IMPLICATION woes "— 54

1 Conclusien ¬" ancien 54

REFHRENCHS ¬ SP APPENDIX A

5 §oope of rosearch SH HH HH H0 HH0 tái ¬

6 Researoh methodoÌoEY càng, 001m reesie Ổ

7, Thesi5 SỈTCEMF€ nhìn He KHE

CHAPTER 1 THEORLUIICAL BACKGROUND ON MARKUTING MIX

1.2 Strategic Marketing Planning Process 9 1.2.1, Marketing Situation Analy8iS con eiee " eee 9 1.2.2, Marketing Strategy Design oucsessesessrsuneestietistniatineineeneenere 12 1.2.3 Marketing Mix Program Development secesssenceeene " - 1.2.4, Implementing and Managing Marketing Strategy suaasa.23 CHAPTER 2; APPLICATION OF THEORY: A CASE OF HABECO COMPANY26 2.1, Introduction of HABECO .asssssasinenssesvestinen sine ¬" -

iii

ACKNOWLEDGMENT

Writing a master thesis is a gratifying but difficult and sometimes nerve wrecking endeavor that few engaged in because it requires a lot of sacrifices and hard work from the researcher However, at the end of one’s task, one experiences a wonderful feeling of joy, happiness, relief and fulfillment

The researcher would like to extend her sincerest gratitude and thanks Lo the

following people who were very instrumental in the fulfillment of this research study

Associate Prof HOANG DISH PHI, Ph D., President of Hanoi School of

Business and Management, for his untiring effort and belief that this program is possible thus enabling, us to pursue the MBA degree,

DR HOANG ANH TUAN, Ph D., thesis adviser, for his guidance and endless support for the improvement of this study

To ALL TLU! 1ISB PROVLSSORS, for their support and guidance extended

throughout the graduate studies in Hanoi School of business and management,

Vietnam,

HSB STAFF, for providing me the necessary rexcarch inatorials provided lo us;

MANAGERS and EMPLOYEES of Hanoi Beer Alcohol Beverage joi stock

corporation, my Respondents, for their patience and cooperation in answering the

queslionmaire and for other data given,

MY FAMILY and rRIENDS, for the love and support in one way or the other; and

TO ALL who have contributed to make this study a success

Ngo Viet Eta

ii

TNTRODUCTION

1 Rationale

Vietnam’s domestic beer industry is preparing itself for fierce competition from foreign beer companies after the signing of the ‘rans Pacific Partnership (PP), a U.S led free trade agreement Under the TPP, Vietnam will reduce tts imported beer tax from

35 percent to zero percent

Vieinarn represenis a cloar market opportunity for foreign beer brands Unlike some

of the other countries in the region, Vietnam has a strong culture of beer drinking,

According to the Vietnam Beer, Alcobol, and Beverage Association, Vielnam is one of

the region’s largest consumers of beer, ranking behind only China and Japan In 2015, consumption levels reached 3.4 billion liters; a 2.5 percent increase year on year ‘the

beer markel has scort an average growth of 10 percont-per year

With the conclusion of the Trans Pacific Partnership in sight, competition in Vietnam’s beer market is only expected to intensify

To succced in this environment, comparics must consider the market ends

that will likely shape the industry over the next few years This will help them

understand the challenges they will encounter and transform these challenges into

opportunities [or process improvement, enhanced [exibilily and, ultimaicly, greater profit-ability As everyone known developme effective marketing strategies for a

company is the key lo success in ils largel market Marketing helps compares to

maximize product sales through deployment of product policy, pricing, distribution and promotion, to maximize the satisfaction of consumer, to maximize choice of

consumers Markeling activities have become csscrtial for beth sellers and buyers

in all spheres of social life When lack of understanding of the market will not have

the policy basis to access to market, to maximize sales to maximize profits, will not even satisfy cuslomers to the risk of losing customers and linally defeal in the competition ‘this study will find out sohations to help HABKCO become one of

powerful corporations, holding the leading role in the beer manufacturing, industry

1

TNTRODUCTION

1 Rationale

Vietnam’s domestic beer industry is preparing itself for fierce competition from foreign beer companies after the signing of the ‘rans Pacific Partnership (PP), a U.S led free trade agreement Under the TPP, Vietnam will reduce tts imported beer tax from

35 percent to zero percent

Vieinarn represenis a cloar market opportunity for foreign beer brands Unlike some

of the other countries in the region, Vietnam has a strong culture of beer drinking,

According to the Vietnam Beer, Alcobol, and Beverage Association, Vielnam is one of

the region’s largest consumers of beer, ranking behind only China and Japan In 2015, consumption levels reached 3.4 billion liters; a 2.5 percent increase year on year ‘the

beer markel has scort an average growth of 10 percont-per year

With the conclusion of the Trans Pacific Partnership in sight, competition in Vietnam’s beer market is only expected to intensify

To succced in this environment, comparics must consider the market ends

that will likely shape the industry over the next few years This will help them

understand the challenges they will encounter and transform these challenges into

opportunities [or process improvement, enhanced [exibilily and, ultimaicly, greater profit-ability As everyone known developme effective marketing strategies for a

company is the key lo success in ils largel market Marketing helps compares to

maximize product sales through deployment of product policy, pricing, distribution and promotion, to maximize the satisfaction of consumer, to maximize choice of

consumers Markeling activities have become csscrtial for beth sellers and buyers

in all spheres of social life When lack of understanding of the market will not have

the policy basis to access to market, to maximize sales to maximize profits, will not even satisfy cuslomers to the risk of losing customers and linally defeal in the competition ‘this study will find out sohations to help HABKCO become one of

powerful corporations, holding the leading role in the beer manufacturing, industry

1

List of figures

Figure 1.1 Suafcgic marketing prooesss

Figure 1.2 Selecting a marketing sirategy

Figure 1.3 Prive determination process

Figure 2.1 Illustrates this conceptual framework

wll

wld

21 731

List of figures

Figure 1.1 Suafcgic marketing prooesss

Figure 1.2 Selecting a marketing sirategy

Figure 1.3 Prive determination process

Figure 2.1 Illustrates this conceptual framework

wll

wld

21 731

List of Tables

‘Table 1: Frequency Distribution, Percentage and Rank of the Respondents’ Profile

'Table 2: Erequency Distribution, Percentage and Rank of the Respondents’ Profile

in Terms o£ Genđer LH Hee oi Seeeeesene , 38 Table 3: Frequency Distribution Percentage and Rank of the Respondents’ Profile

in ‘Lers of Civil Status

Table 4: Frequency Distribution, Percentage and Rank of the Respondents’ Profile

im Tens of Educational Attainment - - 36

‘Fable 5: Frequency Distribution, Percentage and Rank of the Respondents’ Profile

in Terms of types of Respondents - - 37

Table 6: Froqueney DistribuHơm, Percertsge ønd Rank of the Respondents’ Profile

in Terms of Monthly Income.ses sess sstsiesvnnesseesonessetnsietnete ¬— ST Table 7: Respondents’ Perception on the Marketing Mix Strategies of HABECO

‘Table 8; Respondents’ Perception on the Marketing Mix Strategies of HABECO

Table 9: Respondents’ Perception on the Marketing Mix Stategics of HABECO

Company in Hanoi City In 'Terms OŸ PlaeE u sstnsnetinee „41 Table 10: Respondents’ Perception on the Marketing Mix Strategies of HABECO

Company in Hanoi City In ‘Terms Of Promotion .ccsssseesnseeneeiaee _ Table 11: Composite table of General Weighted Mean of Respondents’ Perception on the Marketing Mix Strategies of HABECO Company in Hanoi City - 43

‘fable 12; Computed ¥ value on One-Way ANOVA of the significant Difference between the Respondents’ age and their perception on the Marketing Mix Strategies

Table 13; Computed F_valuc on One-Way ANOVA of the significant Diffcrenee between the Respondents’ Gender and their perception on the Marketing Mix Streegies of HABECO Company in Hanoi City - - 46

vi

2.2 Statement of the Problems àcneicsrirree ¬ 2.3 Conceptual framework esses snsssneneseasinttnstnsnetintiniatitnseieneenene 29 2.3.1, Roscarch Design vcs ses ssevssstsmessentusessinee senses 1 31 2.3.2, Respondents of the study .scsessessssmssinessstnsnesistiniaeineennesneenane 32 2.3.3 Sample and Sampling Techrriques - - 32

3.1 Profile of the Respondents in Terms of Selected Variables - 35

3.2 Respondents’ Perception on the Marketing Mix Strategies of HABECO Company in Hanoi Ciữy cà neerrrrrriirrrirrrarrreoaoa.8

3.3 Significant Difference on the Respondents’ Perception on the Marketing Mix

3.4 Findings sec — _ CONCLUSION, LIMITATION AND IMPLICATION woes "— 54

1 Conclusien ¬" ancien 54

REFHRENCHS ¬ SP APPENDIX A

ACKNOWLEDGMENT

Writing a master thesis is a gratifying but difficult and sometimes nerve wrecking endeavor that few engaged in because it requires a lot of sacrifices and hard work from the researcher However, at the end of one’s task, one experiences a wonderful feeling of joy, happiness, relief and fulfillment

The researcher would like to extend her sincerest gratitude and thanks Lo the

following people who were very instrumental in the fulfillment of this research study

Associate Prof HOANG DISH PHI, Ph D., President of Hanoi School of

Business and Management, for his untiring effort and belief that this program is possible thus enabling, us to pursue the MBA degree,

DR HOANG ANH TUAN, Ph D., thesis adviser, for his guidance and endless support for the improvement of this study

To ALL TLU! 1ISB PROVLSSORS, for their support and guidance extended

throughout the graduate studies in Hanoi School of business and management,

Vietnam,

HSB STAFF, for providing me the necessary rexcarch inatorials provided lo us;

MANAGERS and EMPLOYEES of Hanoi Beer Alcohol Beverage joi stock

corporation, my Respondents, for their patience and cooperation in answering the

queslionmaire and for other data given,

MY FAMILY and rRIENDS, for the love and support in one way or the other; and

TO ALL who have contributed to make this study a success

Ngo Viet Eta

ii

List of figures

Figure 1.1 Suafcgic marketing prooesss

Figure 1.2 Selecting a marketing sirategy

Figure 1.3 Prive determination process

Figure 2.1 Illustrates this conceptual framework

wll

wld

21 731

5 §oope of rosearch SH HH HH H0 HH0 tái ¬

6 Researoh methodoÌoEY càng, 001m reesie Ổ

7, Thesi5 SỈTCEMF€ nhìn He KHE

CHAPTER 1 THEORLUIICAL BACKGROUND ON MARKUTING MIX

1.2 Strategic Marketing Planning Process 9 1.2.1, Marketing Situation Analy8iS con eiee " eee 9 1.2.2, Marketing Strategy Design oucsessesessrsuneestietistniatineineeneenere 12 1.2.3 Marketing Mix Program Development secesssenceeene " - 1.2.4, Implementing and Managing Marketing Strategy suaasa.23 CHAPTER 2; APPLICATION OF THEORY: A CASE OF HABECO COMPANY26 2.1, Introduction of HABECO .asssssasinenssesvestinen sine ¬" -

iii

5 §oope of rosearch SH HH HH H0 HH0 tái ¬

6 Researoh methodoÌoEY càng, 001m reesie Ổ

7, Thesi5 SỈTCEMF€ nhìn He KHE

CHAPTER 1 THEORLUIICAL BACKGROUND ON MARKUTING MIX

1.2 Strategic Marketing Planning Process 9 1.2.1, Marketing Situation Analy8iS con eiee " eee 9 1.2.2, Marketing Strategy Design oucsessesessrsuneestietistniatineineeneenere 12 1.2.3 Marketing Mix Program Development secesssenceeene " - 1.2.4, Implementing and Managing Marketing Strategy suaasa.23 CHAPTER 2; APPLICATION OF THEORY: A CASE OF HABECO COMPANY26 2.1, Introduction of HABECO .asssssasinenssesvestinen sine ¬" -

iii

Table 14: Computed F_valuc on One-Way ANOVA of the significant Differenee

between the Respondents’ Civil Status and their perception on the Marketing Mix

Strategies of HABECO Company in Hanoi City - 47

‘Table 15: Computed F value on One-Way ANOVA of the significant Difference between the Respondents’ Educational Attainment and their perception on the Marketing

‘Table 16; Computed F_value on One-Way ANOVA of the significant Difference on the Respondents’ Perception on the Marketing Mix Strategies of ILABECO

Company in Hanoi Cily wher grouped according to Cuslomers, Retailers and

vi

2.2 Statement of the Problems àcneicsrirree ¬ 2.3 Conceptual framework esses snsssneneseasinttnstnsnetintiniatitnseieneenene 29 2.3.1, Roscarch Design vcs ses ssevssstsmessentusessinee senses 1 31 2.3.2, Respondents of the study .scsessessssmssinessstnsnesistiniaeineennesneenane 32 2.3.3 Sample and Sampling Techrriques - - 32

3.1 Profile of the Respondents in Terms of Selected Variables - 35

3.2 Respondents’ Perception on the Marketing Mix Strategies of HABECO Company in Hanoi Ciữy cà neerrrrrriirrrirrrarrreoaoa.8

3.3 Significant Difference on the Respondents’ Perception on the Marketing Mix

3.4 Findings sec — _ CONCLUSION, LIMITATION AND IMPLICATION woes "— 54

1 Conclusien ¬" ancien 54

REFHRENCHS ¬ SP APPENDIX A

TNTRODUCTION

1 Rationale

Vietnam’s domestic beer industry is preparing itself for fierce competition from foreign beer companies after the signing of the ‘rans Pacific Partnership (PP), a U.S led free trade agreement Under the TPP, Vietnam will reduce tts imported beer tax from

35 percent to zero percent

Vieinarn represenis a cloar market opportunity for foreign beer brands Unlike some

of the other countries in the region, Vietnam has a strong culture of beer drinking,

According to the Vietnam Beer, Alcobol, and Beverage Association, Vielnam is one of

the region’s largest consumers of beer, ranking behind only China and Japan In 2015, consumption levels reached 3.4 billion liters; a 2.5 percent increase year on year ‘the

beer markel has scort an average growth of 10 percont-per year

With the conclusion of the Trans Pacific Partnership in sight, competition in Vietnam’s beer market is only expected to intensify

To succced in this environment, comparics must consider the market ends

that will likely shape the industry over the next few years This will help them

understand the challenges they will encounter and transform these challenges into

opportunities [or process improvement, enhanced [exibilily and, ultimaicly, greater profit-ability As everyone known developme effective marketing strategies for a

company is the key lo success in ils largel market Marketing helps compares to

maximize product sales through deployment of product policy, pricing, distribution and promotion, to maximize the satisfaction of consumer, to maximize choice of

consumers Markeling activities have become csscrtial for beth sellers and buyers

in all spheres of social life When lack of understanding of the market will not have

the policy basis to access to market, to maximize sales to maximize profits, will not even satisfy cuslomers to the risk of losing customers and linally defeal in the competition ‘this study will find out sohations to help HABKCO become one of

powerful corporations, holding the leading role in the beer manufacturing, industry

1

TNTRODUCTION

1 Rationale

Vietnam’s domestic beer industry is preparing itself for fierce competition from foreign beer companies after the signing of the ‘rans Pacific Partnership (PP), a U.S led free trade agreement Under the TPP, Vietnam will reduce tts imported beer tax from

35 percent to zero percent

Vieinarn represenis a cloar market opportunity for foreign beer brands Unlike some

of the other countries in the region, Vietnam has a strong culture of beer drinking,

According to the Vietnam Beer, Alcobol, and Beverage Association, Vielnam is one of

the region’s largest consumers of beer, ranking behind only China and Japan In 2015, consumption levels reached 3.4 billion liters; a 2.5 percent increase year on year ‘the

beer markel has scort an average growth of 10 percont-per year

With the conclusion of the Trans Pacific Partnership in sight, competition in Vietnam’s beer market is only expected to intensify

To succced in this environment, comparics must consider the market ends

that will likely shape the industry over the next few years This will help them

understand the challenges they will encounter and transform these challenges into

opportunities [or process improvement, enhanced [exibilily and, ultimaicly, greater profit-ability As everyone known developme effective marketing strategies for a

company is the key lo success in ils largel market Marketing helps compares to

maximize product sales through deployment of product policy, pricing, distribution and promotion, to maximize the satisfaction of consumer, to maximize choice of

consumers Markeling activities have become csscrtial for beth sellers and buyers

in all spheres of social life When lack of understanding of the market will not have

the policy basis to access to market, to maximize sales to maximize profits, will not even satisfy cuslomers to the risk of losing customers and linally defeal in the competition ‘this study will find out sohations to help HABKCO become one of

powerful corporations, holding the leading role in the beer manufacturing, industry

1

TNTRODUCTION

1 Rationale

Vietnam’s domestic beer industry is preparing itself for fierce competition from foreign beer companies after the signing of the ‘rans Pacific Partnership (PP), a U.S led free trade agreement Under the TPP, Vietnam will reduce tts imported beer tax from

35 percent to zero percent

Vieinarn represenis a cloar market opportunity for foreign beer brands Unlike some

of the other countries in the region, Vietnam has a strong culture of beer drinking,

According to the Vietnam Beer, Alcobol, and Beverage Association, Vielnam is one of

the region’s largest consumers of beer, ranking behind only China and Japan In 2015, consumption levels reached 3.4 billion liters; a 2.5 percent increase year on year ‘the

beer markel has scort an average growth of 10 percont-per year

With the conclusion of the Trans Pacific Partnership in sight, competition in Vietnam’s beer market is only expected to intensify

To succced in this environment, comparics must consider the market ends

that will likely shape the industry over the next few years This will help them

understand the challenges they will encounter and transform these challenges into

opportunities [or process improvement, enhanced [exibilily and, ultimaicly, greater profit-ability As everyone known developme effective marketing strategies for a

company is the key lo success in ils largel market Marketing helps compares to

maximize product sales through deployment of product policy, pricing, distribution and promotion, to maximize the satisfaction of consumer, to maximize choice of

consumers Markeling activities have become csscrtial for beth sellers and buyers

in all spheres of social life When lack of understanding of the market will not have

the policy basis to access to market, to maximize sales to maximize profits, will not even satisfy cuslomers to the risk of losing customers and linally defeal in the competition ‘this study will find out sohations to help HABKCO become one of

powerful corporations, holding the leading role in the beer manufacturing, industry

1