Market development strategy for sufat vietnam corporation vision 2013 – 2018

Marketing perspective asserts that the key to achieving the organization's goal is to identify the desired needs of the target market and ensure the desired level of satisfaction with th

Paris Graduate School of Management Thai Nguyen University

INTERNATIONAL EXECUTIVE MASTER OF BUSINESS ADMINISTRATION PROGRAM

In the thesis process with topic “ Market development strategy for SufatVietnam corporation period year 2013 – 2018 “ Beside the efforts of yourself, Imust say that I am quite happy with his reading and writing after more than 02months It is the result of over 02 years of study with 12 subjects of the PGSMprogram, with the enthusiastic teaching efforts of professors, PhD, lecturers whohave given very realistic and useful knowledge to the students during theirexecutive management

I would like to thank the teachers, especially PGSM board of management inVietnam who have made a lot of efforts not only to transfer knowledge to students,but also have been successful as the organizers of the program

Yours faithfully,

TABLE OF CONTENTS

ACKNOWLEDGEMENTS ………i

TABLE OF CONTENTS ii

LIST OF FIRUGES vi

LIST OF CHARTS, GRAPHS viii

LIST OF TABLE ix

INTRODUCTION 1

I.THE NECESSITY OF RESEARCH TOPICS 1

II RESEARCH METHODS 3

III Sphere and the researching objects 3

IV STRUCTURE OF THE THESIS 3

CHAPTER I: THEORETICAL BASIS OF MARKETING AND MARKET DEVELOPMENT STRATEGY 4

1.1 BASIC CONCEPTS OF MARKETING 4

1.1.1 Marketing 4

1.1.2 Some basics in marketing 4

1.2 MARKET ORIENTATION OF A COMPANY 5

1.2.1 Production perspective of view 5

1.2.2 Product perspective 5

1.2.3 Selling perspective 5

1.2.4 Marketing perspective asserts 7

1.3 VALUE AND SATISFACTION CUSTOMER IN MARKETING 7

1.3.1 The determinants of value for customers 7

1.3.2 Monitoring and quantify methods and customer satisfaction 8

1.4 SUPPLY AND SATISFACTION CUSTOMER 8

1.4.1 General value chain 8

1.4.2 Supplying value system 9

1.4.3 The observed results of satisfaction customer 9

1.4.4 Supplying value system of Levi Strauss 10

1.4.5 Keeping customers The cost of losing customers 10

1.5 THE OVERALL QUALITY OF THE MARKETING (TQM) 10

1.5.1 Monitoring the implementation of the overall marketing strategy quality (synchronous) 10

1.5.2 Win at all costs on the market 11

1.6 STRATEGIC PLANNING AND MARKET DEVELOPMENT STRATEGY OF THE COMPANY 11

1.6.1 Define the mission and program of the company 11

1.6.2 The main types of growth opportunities 12

1.7 ANALYSING EXTERIOR ENVIRONMENT (ONLY THE

PPORTUNITIES AND CHALLENGES 13

1.7.1 Opportunities 13

1.7.2 Threats 14

1.7.3 Build target 15

1.7.4 Construction of strategy 15

1.7.5 Construction of programs 15

1.7.6 Organizations perform 16

1.7.7 Feedback to check 17

1.8 THE MARKET ANALYSIS OF CONSUMER AND BEHAVIOR OF BUYER 17

1.8.1 Models of behavior customer 17

1.8.2 Analyze the determinants of shopping behavior 17

1.9 PROCESS THROUGH THE DECISION TO BUY 19

1.9.1 Role in shopping 20

1.9.2 The type of shopping behavior 20

1.10 The stages of the buying process are through the buying decisions 20

1.11 MEASUREMENT AND MARKET OF DEMAND FORECAST 23

1.1.1 The concepts in the measurement market 23

1.1.2 SEGMENTATION MARKET AND SELECTION OF TARGET MARKET: 24

1.1.3 CREATING DISCRIMINATION CHARACTERISTICS AND OSITIONING FOR PRODUCT MARKETING 28

1.1.4 DEVELOPMENT, TESTING AND LAUNCH OF NEW PRODUCTS AND SERVICES 30

1.1.5 THE DESIGNING PRICE STRATEGY 33

1.1.6 SELECTION AND MANAGEMENT OF MARKETING CHANNELS 37

CHARTER II: ANALYSIS OF FACTORS AFFECTING THE MARKET DEVELOPMENT STRATEGY OF SUFAT VIETNAM COMPANY 39

2.1.OVERVIEW OF Sufat VIETNAM COMPANY 39

2.1.1 The process of formation and development 39

2.2 ANALYSIS OF EXTERNAL ENVIRONMENTAL FACTORS INFLUENCING THE BUSINESS OF THE COMPANY 41

2.2.1 General Environment (PEST model) 41

2.2.2 Environmental analysis of Vietnam's motorcycle industry 43

2.2.3 General evaluation on the Vietnamese motorcycle market 47

2.3 Analysis of generalSufatmarket forces 47

2.3.1 Potential competitors 48

2.3.2 Indirect competitors 48

2.3.3 Alternative competitors 48

2.4 ANALYSIS AND COMPARISON OF COMPETITORS 49

2.4.1 Appreciating Sufat’s competitors 49

2.4.2 Recognize competitors’s strategies 49

2.4.3 To classify the competitors 50

2.5 SUFAT DOMESTIC ENTERPRISE ANALYSIS 55

2.5.1 Analysis ofSufatcorporation’s ability and resources 55

2.5.2 Review 57

2.6 Organizational and capacity production 60

2.7 Reviewing of research & development R & D (Research & Development) 60

2.8 The company's market 61

2.8.1 Implementing Marketing in general 61

2.8.2 Implementation of Marketing synchronization quality (TQM) 62

2.8.3 Chain value of the company's activities 62

2.9 Strategic Planning 62

2.9.1 Strategy for growth by diversifying products 62

2.9.2 Market segments 62

2.9.3 Business and investors outside of the company 63

2.9.4 The company's distribution system 64

2.9.5 The Reviewing Quality Management TQM 65

2.10 Determining and reviewing of valuable resources and core capabilities 68 2.11 To sum up SWOT analysis 70

CHAPTER III: PROPOSED STRATEGY FOR THE ENTERPRISE 71

3.1 VISION AND MISSION: 71

3.1.1 Vision and mission 71

3.1.2 Mission 71

3.1.3 Core value 71

3.1.4 Quality Policy 71

3.1.5 The target of quality 71

3.1.6 Business philosophy 72

3.1.7 Business ethics 72

3.2 PROPOSED STRATEGIES FOR SUFAT VIETNAM 72

3.2.1 The Market Strategy 72

3.2.2 Marketing distinguish or not distinguish 76

3.3 Make a distinctive feature and product positioning for marketing 76

3.3.1 Make a difference for the products 76

3.3.2 Make the differences in services 77

3.3.4 Difference in figures 78

3.3.5 Management the types of labels and packages 78

3.3.6 Must be brought value to satisfy the demands of customers 81

3.3.7 Supply and customer satisfaction 83

3.4 Pricing strategy 84

3.4.1 To set the price 84

3.4.2 Selection of target valuation 84

3.4.3 The selection channels for Sufat 86

3.5 The other key activities 87

3.5.1 Development of engineering technology and information technology 87

3.5.2 Providers chain 88

3.6 To perform marketing of quality (TQM) 90

3.7 Competitive strategy 91

3.7.1 Detection strategies of competitors 91

3.7.2 Methods to improve competitive results 92

3.7.3 The detection of direct competitors 93

3.7.4 Designing the competitive intelligence information system 95

3.7.5 Balance of opinion-oriented based on customers and competitors 96

3.8 The solution for implementation 96

3.8.1 Organizational Structure 96

3.8.2 Information channels to ensure that marketing is the most integral department 97

3.9 Global development strategy 98

3.9.1 Strategies for Sufat 98

3.9.2 Strategies for Sufat in oversea markets 99

3.10 The targets for Sufat in the period 2013 – 2018 99

CONCLUSION 101 REFERENCES

APPENDICES

LIST OF FIGURES

Figure 1.1 7

Figure 1.2 9

Figure 1.3 14

Figure 1.4 14

Figure 1.5 16

Figure 1.6 17

Figure 1.7 18

Figure 1.8 20

Figure 1.9 21

Figure1.10 22

Figure 1.11 25

Figure 1.13 27

Figure 1.14 28

Figure 1.15 31

Figure 1.16 32

Figure 1.17 32

Figure 1.18 33

Figure 1.18 36

Figure 1.19 37

Figure 2.1 63

Figure 2.2 64

Figure 2.3 70

Figure 3.1 73

Figure 3.2 76

Figure 3.3 79

Figure 3.4 82

Figure 3.6 84

Figure 3.7 85

Figure 3.8 86

Figure 3.9 87

Figure 3.10 89

Figure 3.11 89

Figure 3.12 90

Figure 3.13 94

Figure 3.14 95

Figure 3.15 97

LIST OF CHARTS, GRAPHS

Graph 1.1 24

Graph 1.2 35

Chart 2.1 40

Chart 2.2 44

Chart 2.3 46

Chart 2.4 53

Chart 2.5 53

Chart 2.6 54

Chart 2.7 64

LIST OF TABLES

The table 2.1 39

The table 2.2 42

The table 2.3 44

The table 2.4 45

The table 2.5 39

The table 2.6 52

The table 2.7 54

The table 2.8 58

The table 2.9 63

The table 2.9 65

The table 2.10 67

The table 2.11 68

The table 3.1 73

The table 3.2 75

The table 3.3 80

The table 3.4 92

The table 3.5 93

INTRODUCTION I.THE NECESSITY OF RESEARCH TOPICS

In the eyes of foreign tourists, Vietnam as a young country is changing day

by day, many new things to be discovered including a habit of driving motorcycles

Do not know ever since the motorcycles have become an indispensable trafficvehicles of every citizen Motorcycles take them to work, go to shopping with theirwife, at weekend the whole family on a motorcycle to visit their grandparents andparents Looking at the young couple in love with each other on the motorcycle,looks nice and romantic but few people know, to make motorcycles, especiallyVietnamese brand - Sufat brand to win the trust of customer, is both a creativeworking process and large investment on engineering technology, infrastructure.That it is the employees’ relentless marketing team to find the desired needs of theconsumers and then it is the process of linking divisions to make motorcycles andpopular products and services in domestic and oversea markets

Motorcycles have emerged since the 1930s of the last century, especially in Asia.After World War II, motorcycle competition held tough on the 40 companies inJapan, but so far only 04 major companies (Honda, Yamaha, Suzuki, etc.).in the1980s, China opened the Chinese motorcycle industry to provide rapiddevelopment At present strongly growing Chinese motorcycles, cheap gas Atpresent account for 50% of the world's motorcycles production mainly for export inSoutheast Asia, the dominance of the Japanese motorcycle company, China's low -class motorcycles

In Vietnam, the motorcycles was introduced in early, since the 60's: Themotorcycles for the North: Mink (USSR) Babeta (Czechoslovakia) Simson(German Democratic Republic) Pegot (France) Books (Federal Republic ofGermany).Southern: Honda 67 Honda cup, Suzuki, Yamaha, kavasaki (Japan) Themotorcycles on almost all 02, only Cup 67 have moved into the fourth period Sincethe beginning of the reforms (1986) motorcycle marke & stain very developed, the

Vietnam, especially in the motorcycles firms from Japan, and the type ofmotorcycle cheap low quality from China (in the 1990s).

At present, Vietnam's motorcycle market is managed partly subsidized, and

a market State the goal of building the local motorcycle industry.With certainpolicies with many Vietnamese businesses involved in this sector.In the years from

1997 to 2000 there were 56 enterprises licensed businesses Estate business.Although much more difficult, only 7 enterprises operating with very low yields.Meanwhile, demand for motorcycles in Vietnam market has increased about 10percent a year

For Vietnamese motorcycles enterprises, many challenges are posed Market

is dominated by foreign firms (Japan, Taiwan, China, etc.) As for domesticproduction, the entire system of suppliers in domestic market haven’t developed,local supporting industries, mechanical engineering industry is very weak.Therefore, many of the factories, workshops closed, workers leave the domesticcapital enterprises will have to leave the industry, and almost no longer participate

in new business etc

As a manufacturing and trading enterprise motorcycles, following a process

of development, at present the corporation is facing difficulties as enterprises other

as noted above, the production and the domestic market doesn’t increase, or evenreducing, export market also has many limitations This is the major influence onthe development of the enterprise Therefore market research on the subject

“Market development strategy for Sufat Vietnam corporation vision 2013 – 2018” isnecessary

The Researching objectives of the thesis:

The researching thesis in order to achieve the main objectives as follows:

1 The theory of the market system, to develop a strategic market and enterprisedevelopment of a market

2 Analysis of the status of the external environmental factors and internal enterprise

to specify opportunities, challenges, strengths and weaknesses of company Sufat

3 Propose strategies to develop and implement solutions to market strategy for thecorporation in the period 2013-2018.

II RESEARCH METHODS

1 Collected information

Information collected to research from the following sources:

- The secondary information

- The primary information

2 Information processing

Information collection complete set of comparison and analysis to obtain theidentification and assessment of the market situation, the situation of the enterprise

III SPHERE AND THE RESEARCHING OBJECTS

The researching thesis focusing on the issues of the company's markets, bothdomestic and international markets in the past and the present stage Thereby, theforecast trend in the future Data collected mainly in about 5 years (2007-2011)

IV STRUCTURE OF THE THESIS

In addition to an introduction and conclusion, the thesis is structured into threechapters as follows:

Chapter 1 Theoretical basis of marketing and market development strategy Chapter 2 Analysis of the market situation and business

Chapter 3 Proposed strategy and solution development company markets the period 2013-2018.

CHAPTER 1 THEORETICAL BASIS OF MARKETING AND MARKET

DEVELOPMENT STRATEGY 1.1 BASIC CONCEPTS OF MARKETING

1.1.2 Some basics in marketing

Desired needs and requirements:

• The needs of human beings is a state of feeling lack of some basic satisfaction

• Desire is the desire to get things specific to satisfy the deeper needs (Americansneed and expect foods hamburger dish)

• Request is desired to obtain the specific product is backed by the ability andwillingness to buy them

Products:

• Product is anything that can bring offered to satisfy a need or desire

• The importance of starting material products mostly do not own them, which is toget the services that it provides

• The manufacturer or mistake is to much emphasis on their physical products ratherthan services that these products perform They only think about selling productsrather than addressing the needs

Value, cost, and satisfaction:

• Consumers will consider the value and price of the product before choosing Theywill choose the product that produces the largest value of over 01 money

Exchange, transactions and relationships

In the marke always trade activities and exchange, it is a transaction between two

or more parties in which each party must have something (product) or money,valuable to the other party and requires each party has the ability to transfertransactions & commodities It is also the process by which each party has the right

to decide freely to accept or reject the goods of the other party

1.2 MARKET ORIENTATION OF A COMPANY

Market orientation is one of the important issues in Marketing This orientationdepends on the different views

1.2.1 Production perspective of view

The view manufacturer asserts that consumers will favor products that are widelyavailable and cheap.The leaders of the organization as a production standpoint tofocus on improving the efficiency of production and expanded distribution

1.2.2 Product perspective

According to this view, the assertion that consumers will favor the highest qualityproducts, good value and have the latest features The leaders of the organization inview products often focus energy on making superior products and constantlyimproving them

1.2.3 Selling perspective

The perspective of sale that: If we do not anything, consumers generally do not buy

organizations need to effort in the promotion and consumption.This is the pointthat most companies apply when they excess capacity with the goal of selling whatthey do rather than anything that the market wanted.

1.2.4 Marketing perspective asserts that the key to achieving the organization's

goal is to identify the desired needs of the target market and ensure the desired level

of satisfaction with the effective methods andefficiently than competitors.Marketing point of view is understood in several ways:

• Meet the needs of a beneficial

• Look for the desire and satisfaction

• Ask your customers, not loved products

• Customer is king

• Do all that is in the best we can for each dollar of compensation worthycustomers with value, quality and satisfaction

Marketing perspective is based on 04 factors:

Target market: No corporation can operate in all markets and satisfy all your

needs It does not work well even in a large market sphere And they need toidentify your target market carefully and prepare a suitable marketing program.The needs of customers: In fact, customers do not know their demand,classified into 05 types of demand

• Demand is said: (Want to buy an inexpensive motorcycles)

• The need for real (Make sure the operating costs low, not the originalpurchase price)

• Need not say (Expectations agents ensure attentive service)

• Demand is interested (Buying a car is give them something)

• Secret demand

Coordinate marketing: Coordinate marketing with 02 content:

• The different marketing functions, sales force, advertising, productmanagement, The researching marketing must be coordinated with each

other (Sales usually complain, product price is too high, Target assigned toolarge,

• Marketing must work closely with other departments in the company.Marketing can not develop effective when all officials and employeesunderstand their impact on customer satisfaction

Profitability: All final marketing activities, even the short-term or long-term

profitability for shareholders and the corporation

For a business, the response to satisfy the needs of customers in business that bedescribed as in the following chart:

Customer Marketing Produce

Customers as controlling function.

Marketing as the merging role

Figure 1.1

1.3 VALUE AND SATISFACTION CUSTOMER IN MARKETING

Value for customers is the difference between total customer value and totalcustomer cost

1.3.1 The determinants of value for customers

There are 03 levels of customer satisfaction

(1) Actual results worse than expected customer dissatisfaction

(2) the actual results match than expected customer dissatisfaction

(3) Actual results overlapped with the expectations of customers are verysatisfied & enjoy

1.3.2 Monitoring and quantify methods and customer satisfaction

For enterprises, customer satisfaction is very important To better satisfy customersneed to monitor and quantify the level of customer satisfaction as a basis forimproving customer satisfaction programs are better Here are some methods:

Complaints system comments:

- Customer-centric organization to make it easy for customer comments andcomplaints: Email favorable, the hotline

Satisfaction surveys of customers:

- Measuring satisfaction customer on satisfaction not only complaints andsuggestions system because 04 times to buy new 01 comments Because they

do not take the time and left to buy other companies

- Conduct periodic surveys: They sent a questionnaire, or call: Send thequestionnaire: very dissatisfied, dissatisfied, do not care, happy & verysatisfied

Disguised as shoppers:

- Check the level of satisfaction the company's products & opponents

- Check the attitude of employees with customers in areas

Analysing the cause of customer loss:

- Learn the causes: high prices, unreliable, poor service Interview who arenot using the company's products

1.4 SUPPLY AND SATISFACTION CUSTOMER

Michael Porter - Harvard University suggest taking the value chain as a tool of acompany to create value for customers Main activities create value consists of fivekey activities & four support activities The successful operation not only the goodresults of the individual parts, depends on the coordinated activities of differentparts

1.4.1 General value chain

The core business process:

- The process of implementation of the new products: All activities related to theidentification of research, development and product launch with fast speed, highquality

- The inventory management process: To meet customer needs quickly

- The process of ordering and payment

- The customer service process

1.4.2 Supplying value system

Companies looking for competitive advantages beyond its value chain Bycollaborating with other members in order to improve system performance forproviding value to customers

Cơ sở hạ tầng của công ty Quản lý nguồn nhân lực Technological development

Supply

Extern

al supplie

rs

Produc e

Internal marketi ng

marketi ng sales

Figure 1.2

1.4.3 The observed results of satisfaction customer

- Satisfaction Customer will be lower than in the homogeneous product supplyindustry for a heterogeneous market The industry provides homogeneous highquality products for the market will ensure high levels of satisfaction

- Low level of customer satisfaction → buyers see price fluctuations

- The industry relies on purchased multiple times in general are created at a highercustomer satisfaction

- When a company increase market share → The level of satisfaction decreased bymore customers have heterogeneous requirements drawn into buying productsrather homogeneous.

1 4.4 Supplying value system of Levi Strauss

Marketing concept do not think the job of the sales department If the concept ofsuch a view it is responsible for the formulation a Marketing Mix stimulateconsumption That need the design and supply chain management, product quality,cost

1.4.5 Keeping customers The cost of losing customers

Keeping customer is one of the central issues of current business To keep thecustomers need to do well but the following:

- To calculate the rate to keep its customers

- Determine the cause of the loss of customers: they are not in business, transferlines, or poor product, poor service, overpriced

- Calculate approximately how much profit as loss of customers

- Calculate how much to reduce customer costs removed If smaller than the loss iscertain to spend

There are five levels of behavior-related businesses to keep customers as below:(1) Basic: Sell all products will no contact with customers

(2) Repeatability: Sales staff sell the product will encourage customers to call backwith any questions and complaints yet

(3) To be responsible for: active call customer

(4) Repeated many times: some customer call

(5) Collaboration: the company regularly works with customers, trying to save forour customers Basic: Sales staff sold out products are not contact to morecustomers

1.5 THE OVERALL QUALITY OF THE MARKETING (TQM)

1.5.1 Monitoring the implementation of the overall marketing strategy quality (synchronous)

Maintain the overall quality or synchronized (TQM) is very important in marketing.

To do so, the companies need to do the following steps:

- Customers to be aware of quality.To make sure that customers are aware ofhigh quality products, manufacturers must implement good ideas of our customersduring the design, manufacturing and distribution

- Quality must be reflected in all activities of the company, not just thecompany's products, We're not just concerned the product quality, but alsoconcerned the quality of advertising, services, financialdata on production,delivery, after-sales support

1.5.2 Win at all costs on the market

In the competitive market, enterprises need to take advantage and become thewinner Marketing must also be in that direction Through the above mentioned, inorder to succeed they must focus and basic problems:

- Market feedback and customer

- Focus on your target market

- Satisfaction customer oriented

- Always think about the quality

- Innovation

- Good cooperation throughout the process

- Partnership in trade

- Strong communications program

- Sense of protection environmental

- Globalization

1.6 STRATEGIC PLANNING AND MARKET DEVELOPMENT STRATEGY

OF THE COMPANY

1.6.1 Define the mission and program of the company

To develop its mission, the enterprise must answer the following questions: What isour enterprise ?, who is the customer ?, What is the value for the customers ?,

Would the enterprise look like? How to do enterprise? The mission of the company

is fixed by 05 elements:

- History of the company

- Current taste owners & management

- Market environment affect mission

- Resources of the company decided to mission possible

- The mission on his special ability (does not raise chickens when motorcycleproduction)

On the basis of the mission, the company drafted the official platform forimplementation.The platform must clearly identify the main competitive range thatthe company limits its activities, namely:

- Range trades

- Range of products and applications

- Ability range

- Range of market segment

- Vertical scope: The availability

- Geographic scope

1.6.2 The main types of growth opportunities

In order to growth markets, with different forms and opportunities Here are someforms and the enterprise pursue opportunities

Depth growth Merge growth Diversified growth

+ Into the market + Merge vice + Concentric diversification

+ Developmen market + Merge agreement + Horizontaldiversification

+ Development product + Merge consolidation + Syntheticdiversification

- The merge growth

- Growth by diversification:

From opportunitie market to the enterprises can have different developmentstrategies.The diagram below to talk about the choice of strategy that can beselected for an enterprise

4 The diversify strategy

The strategy development market as above is done as the following:

- The strategy of penetration market: based on available market find to increasingtheir market share

- The strategy development: finding new markets

- The Strategy of development product: implementation of new products

1.7 ANALYSING EXTERIOR ENVIRONMENT (ONLY THE

PPORTUNITIES AND CHALLENGES

1.7.1 Opportunities

Marketing opportunity is an field that needs company make a profit in whichopportunities can be listed and classified according to the level attractive and theprobability of its success The probability of success depends on the strength of theenterprise

4 3

Environmental threat is a challenge due to a trend or a negative developments thatwill cause damage to the sales or profits without protection measures marketing.Threats are classified according to the severity and the probability of its occurrence

1

4 3

1 - Competitors develop better market

2 - Seriously downturn economic that prolonged1 - Competitors develop better market

2 1 - Competitors develop better market

2 - seriously prolonged economic downturn

31 - Competitors develop better market

2 - Seriously downturn economic that

1

1-Competitors develop better market

2 - Seriously downturn economic that prolong

1.7.3 Build target

The main targets is that enterprises want to achieve results in the future In fact veryfew enterprises pursue a target Typically, the business enterprises set differenttargets to striving to achieve The targets are the basis for the implementation ofmanagement by targets (MBO.The target have different each level so the targets ofthe enterprises should also be arranged in a hierarchy Quantitative targets should berealistic and consistent across the enterprise

1.7.4 Construction of strategy

Construction of strategy is how to achieve that target

Leading the lowest cost:

Priced lower than competitors and win a large market share → Must be good atengineering, supplying, production, distribution and marketing skills matter lessneed to

Create features:

Occupying the leading position in terms of quality service, design & technologyNeed to develop their strengths to create competitive advantage (buy the bestaccessories, assembly control mode

Focus:

Focus on narrow market segments but not the large market In which to understandthe needs of market segments

Note: The company pursues the same strategy.Towards the same market or market

segment that constitute a strategic group.Which company made the best will earnhigher profits than companies that do not pursue

1.7.5 Construction of programs

The enterprise may have different programs to implement development strategiesand expand business scope There are some programs that can do the following:Established overseas subsidiaries

It was set up subsidiaries in foreign markets The established subsidiaries wereexpensive, take a long time However, under this program, the control of the parentcompany are guaranteed, especially in the first period After a while the subsidiarybecame independent in business.

Annexation of competitors and other businesses

Annexation of company’s competitor have to do one of the fastest but also the mostexpensive to penetrate into other markets and in many cases the company must bearthe risk

Established alliances and joint ventures

Established enterprise or alliance, joint venture is the program that can also shortenthe time to penetrate the market and reduce business risk The joint venture may be:

- Products alliances or services

model (model 7s)

Figure 1.5

Distri bution system

Team

Style Skill

The organi zation al struct ure

Strate gy

Value is divide d

When you have a clear strategy, the program is thoroughly considered in theopinion of the consulting firm standard 7-S framework.

1.7.7 Feedback to check

Environment certainly will have changed and the market environment is alwayschanging faster than internal factors in the enterprise, especially for large companieswith large inertia Therefore feedback is essential that enterprise have the solution tochange on time before the change of environment

1.8 THE MARKET ANALYSIS OF CONSUMER AND BEHAVIOR OF BUYER

1.8.1 Models of behavior customer

The task of the Marketing department to understand what happens in theconsciousness of buyers while external factors affect their decisions and answer 02questions:

- How do characteristics buyer, cultural, social, personal and psychologicalinfluence ?

- How will the buyer decide ?

Figure 1.6 Model the behavior of buyers 1.8.2 Analyze the determinants of shopping behavior

Figure 1.7

Cultural factors

Culture is the most fundamental determinants of the desire and behavior of a buyer.Vietnam is a country with a long history of fighting invaders from France, Japan,the United States Can say our ancestors who lived and grew up during the war.Motorcycle products in their perception of the advanced countries, the countriescan bring guns to our country They revered the brands It is the biggest barrier forthe products of Vietnamese brand

Cultural branches

Vietnamese community has 54 different ethnic groups Including ethnic Vietnamese(Kinh) accounted for nearly 90% of the country's total population, over 10% of theremaining population of 53 ethnic Cultural character of the ethnic is very clear inthe community and in the activity of economic

• The role and positions: The social influence as chairman of the commune chiefswho have influence that should be media marketing on these subjects make a goodconsumer psychology.

The personal factors:

• Occupation of consumers affects buying motorcycles The main need is to movepersonally, they also want to transport Sufat products that need these separateviewpoints to ensure healthy products, durable

• The economic situation: The people's income is not high, so Sufat motorcycle'sadvantage price with FDI fully competitive advantage

• Lifestyle of consumers when they want different products in a market share thatFDI accounted for all

•The selective distortion

• The selective memory

- Beliefs and attitudes

Through knowledge, customers has belief and attitudes that affect their shoppingbehavior:

- Belief is an assertion of human thought with some things

- Attitude is good or bad that based on sustainable perception, emotional feelings,and action tendencies of human beings to a certain object or idea

1.9 PROCESS THROUGH THE DECISION TO BUY

Marketing department must create different effects for the buyer, but also to see

1.9.1 Role in shopping

With many products are very easy to identify the buying For example: Men oftenchoose shaver Women choose dresses, but the buying motorcycles is often thedecision of 02 people , as the following:

- Starter: we need a motorcycle serving the demand

- Influential people: often trusted people, reliable, able to lend

- The decision: the decision buying or not, whereo do you buy ?, price, type ?

- Buyers: people make buying decisions

- Consumers: people would use motorcycle

1.9.2 The type of shopping behavior

- There is a big difference in product label and brand

- The product is durable, high-risk, high symbolic

- To understand more products when using them for the first time

- The buyer need to study motorcycle products to have confidence in the product,and then to the first attitude of carefully selected

To affecting the buying behavior that Marketing needs:

- Understanding Customer’s information: income, their behavior

- Develop strategies to help buyers understanding the product’s features through theprint the documents, introduction product to customers as quickly as possible

1.10 The stages of the buying process are through the buying decisions

Decision intrusion methods

Marketing program decisions

Decided to organize marketing programs

Major decisions in international marketing

Figure 1.9 Chain the file in the process of adopting decisions of consumers

- Perception demand

- Searching the Personal information

The model below illustrates the process to the customer's buying decision

Evaluation of methods

- The buying decisions

At this stage the consumer has been formed the brand, motorcycle brand in thechains However , 02 factors interfere in the process of buying decisions

Attitudes of others, it is the familiar and trust customers, their ideas can change theproduct decisions

Unexpected situations factors: Suddenly realize weaknesses of the product (Forexample: for motorcycle like: hard to start, gasoline no money, payment methods,etc.) that is barriers to decide to buy motorcycle.

- Behavior after sales

• Satisfaction after buying

• The action after buying

Figure1.10

How to deal with customers if they are not satisfied

For customers who are not satisfied will do damage to the brand, the brand of thebusiness and products

Note: Marketing needs to take the necessary measures to reduce the level ofdissatisfaction

 Contact, listen and take necessary suggestions for improvement,

 Introduction of new improvement products do not need them forcomments

 Increasing the value of use of the product, replace the goodaccessories, improve the assembly process check

 Advertising satisfaction level of customers in other markets

 To ensure the fastest media complaints

 To meet repair service replace the fast, convenient

 Product Warranty Commitment

1.11 MEASUREMENT AND MARKET OF DEMAND FORECAST

1.1.1 The concepts in the measurement market

- Needing measurement the potential market, market, service market , penetrationmarket The scale of the market is a content of the level of interest & income, wemust first take into account the number of potential consumers interested in thepotential to buy motorcycles You are interested in owning a product However notafforad to consider the possibility of buying, which means that income (to buy), andyou have enough money to buy a product or not

- Structure of of the population: age structure of the population said a majorinfluence on the buying of products, such as large cylinder capacity motorcycles cannot be sold to people over 50 ages

- The demand of the market: for a product is the total product weight that certaingroup of customers will buy in a given area and in a given time and anenvironmental marketing and the marketing program

- The potential of the market: market forecast shows expected market demand ratherthan maximum the demand of the market Potential of the market is the asymptoticlimit of market demand as industry marketing costs fowards infinity, in a certainmarket

Graph 1.1 1.11.2 Review the current demand

The maximum consumption that all companies can be in an industry and in acertain period, with an industry marketing effort and given environment

Q = nqp

Q = Total market potential

n = The number of buyers for a product

q = Quantity that a person has to buy

p = Price of an average unit

1.1.2 SEGMENTATION MARKET AND SELECTION OF TARGET

MARKET

The steps of target marketing as the following:

Q2-Potential market

STEPS MARKET SEGMENTS, DEFINE TARGET MARKET, LOCATE

Market segmentation

by income group 1,2,3

Market segmentation by age group A & B

Market segmentation

by income group age

The different market segments

1.1.2.3 The process of market segmentations

Market segmentations process basically consists of 03 steps:

The survey period

This step is necessary to do the survey interviews & focus groups to understand themotivations, attitudes & behavior of consumers To sum up the opinions of theagents surveyed The survey mainly includes criteria

- The nature and rate their importance

- Level of brand recognition and brand ranking

- The product form of using

- Attitudes toward the product

- Data on demographic, psychological, popular media

1.1.2.5 Select a market segment

After reviewing different market segments, the company must decide to serve themarket segments : That is the target market selection (Selecting one?)

Figure 1.13

Focus on a the market:

Just select a product and a given market, cost savings, professional production,high-risk if the consumer does not buy again

Serving the all market:

Serve all customer groups with multiple products, only the new leading companyscan do

1.1.2.6 Marketing discrimination or not

Look at the table on the market of a certain product is the difference between theregions Therefore, enterprises need to use marketing discrimination, for the region

as the diagram above However, the Marketing discrimination will increase costs,increase production costs, because of the following reasons:

- Production costs will increase due to more product types

- Increase administrative management costs

- Cost of inventory storage

- Cost of promotions

1.1.3 CREATING DISCRIMINATION CHARACTERISTICS AND

OSITIONING FOR PRODUCT MARKETING

If businesses offering product differentiation characteristics, the strategy towards:

• High acctivity: To provide customers with reliable products and services atcompetitive prices

• Friendly relations with customers: a deep understanding of customers have theability to respond quickly to the demand of its specific characteristics

• Leading products: To provide our customers with innovative products andservices, adding more benefits to customers & competitors

1.1.3.1.Make a difference for the products

Make a difference to the quality and features:

Quality is the leading issues of interest to consumers The problem how to maintainfor product quality strategy There can be the quality of selection below:

Figure 1.14

According to the chart above clearly need to maintain quality and always improvingquality to satisfy the high demands of consumers Quality is expressed by thefollowing attributes:

Make a difference in service:

In services, the difference can be made by:

1.1.3.2 Make a difference in personnel

Employees who represent the brand, that demonstrates professional educationtrained Differences in personnel are increasingly important role in business Sohave to show the following difference qualities:

•Capacity: Having the skills and knowledge necessary to be conultant specialist

• Communication: courtesy, polite and considerate

• To be responsible for: promise, words must be consistent with the action

• Reliability: Having professional qualifications, accurate service

• Enthusiasm: Ensure by the time

1.1.3.3 Differences in figure

Differences in Figure increase brand reputation and enterprise This difference can

be created by the aspects and elements:

• Trademark

• LOGO

• SLOGAN

• Photos of exclusive shops

• Photo shops, transaction places

• Atmosphere, writing, visual media, events

• etc

1.1.3.4 Construction positioning strategy:

The company can produce different characteristics That is the solution to how toget the different products Thereby better satisfy customers and different fromcompetitors To create such a enterprise can do one of the following steps:

• Important value: Bringing benefits & core value product for customers

• Characteristics: The specifications of the product

• Better: Make sure the difference with other enterprises

• Communicate: to create products in the eyes of consumers as to the certainty ofassembly, paint color, stamps

•The next: it is investment in equipment and people

• Family: Building a reasonable price

• Profit: Ensure profit for agents & factories

1.1.4 DEVELOPMENT, TESTING AND LAUNCH OF NEW PRODUCTS AND SERVICES

1.1.4.1 New product development strategy

New product development has always been one of the important strategies inbusiness development, increasing market share and attract new customers A newproduct is developed through the following steps: Forming ideas, original design,