Business Decision Making Assignment 2

The Vietnamese professional software offshore outsourcing company iscommitted to provide international standard services for its customers at affordable rates.Moreover, Q-Soft also produ

The impact of 5 Marketing Philosophies Management on Q-Soft’s Gold-Island Game

based on customers’ perception

Transmitted to: Q-SOFT

Prepared for:

Mr Jubred Ada Peñano (Lecturer)Unit 6: Business Decision MakingBanking Academy, HanoiBTEC HND in Business (Finance)

Prepared by: Maple GroupVương Thị Quỳnh Anh - LynnNgô Thị Huyền Trang - JessNguyễn Phương Thảo - KeyNguyễn Thị Kiều Anh - Snow

Submitted: 25/04/2013

TABLE OF CONTENTS

EXECUTIVE SUMMARY 5

INTRODUCTION 7

A PREPARATION FOR THE RESEARCH 8

I RESEARCH OBJECTIVES AND PLAN 8

1 Research objective 8

2 Research plan 8

II RESEARCH METHODOLOGY AND SAMPLING METHOD 11

1 Research methodology 11

2 Sampling method 12

III DESIGN QUESTIONNAIRE AND EXPLAINATION 13

1 Questionnaire layout 13

2 Response format 13

B RESEARCH FINDINGS 21

1 Table, Chart, Calculation, Interpretation 21

2 Correlation 50

C CONCLUSION AND RECOMMENDATION 58

APPENDICES 65

REFERENCES 72

5

EXECUTIVE SUMMARY

In this article we study about 5 philosophy based on marketing activities of Q-Soft namelyIsland Gold game, so that we can know the strengths and weaknesses of product (Gold Islandgame) need to be improved in order to satisfy consumers such as reasonable prices, qualityproducts, have attractive promotion programs, product were sales in location convenient forbuying and delivery Based on that, there will Q-Soft strategies to attract customers bringmore profit for the business First, in the Introduction shows an overall background of theresearch including information about Gold Island is one game of Q-Soft In the main body wetalk about Research objective and plan for collecting primary and secondary data to knowwhat customer need and want of Q-Soft's products and services, survey methodology andsampling method used in the project After that, we talk about questionnaire to know thesatisfaction level of customers on products and services Q-Soft The third is the results of theresearch and conclusions including table, chart, calculation and interpretation At last isrecommendation for Q-Soft and Gold Island to develop more In conclusion, we aresummarizing and analysis opinions about Gold Island and Q-Soft to be able to give the reader

an overview and comprehensive

Founded in 2005, Q-Soft Vietnam quickly defines its stand as one of the leading SoftwareDevelopment and Website Design Company in Vietnam Our experience, expertise, best-equipped facility, professional management and commitment have been bringing ourcustomers utmost satisfaction and in return rewarded us with rapid and sustainable growthsover the past 5 years Being based in Hanoi Vietnam, Q-Soft Vietnam successfully thrives in

a growing and competitive hi-tech market as a top ranked software development company,software outsourcing service provider, and cost-effective website design firm Q-SoftVietnam provides you with premium and comprehensive solutions in Offshore OutsourcingDevelopment Service, Software Development, Custom Website Design, Ecommerce WebsiteDesign and Mobile Application Development We are a CMMi Maturity Level 3 certified,ISO 9001:2008 certified, and heading for ISMS ISO27001 in 2014.Apart from the recognizedquality services, Q-Soft Vietnam has always been the first choice for customers of needs interms of prices The Vietnamese professional software offshore outsourcing company iscommitted to provide international standard services for its customers at affordable rates.Moreover, Q-Soft also produce many high quality game products, Gold Island is one of this,

it is considered one of the best games on the app store for iPhone and iPad was described:Your job to collect as much gold, diamonds, pearls and come out with the most amount ofmoney you can Gold-Island game features: Includes 18 levels (will support new levels),addictive and simple game play, cool graphics and sounds, background music, auto savegame when phone rings, free lifetime updates [ CITATION qsond \l 1033 ]

This article aims to find the needs of our customers about products and services Q-Soft Thisarticle uses information on the many different communication media and actual data werecollected from small survey for consumers then is calculated and careful statistics

7

A PREPARATION FOR THE RESEARCH

I RESEARCH OBJECTIVES AND PLAN

1 Research objective

The research title is “The impact of Five Marketing Management Philosophies on Soft’s “Gold Island” base on its customers”; it belongs to the Marketing Area Theresearch has five main factors of title: Production concept, product concept, sellingconcept, marketing concept and societal marketing concept

Q-The objective we set below is based on five factors:

 To determine which philosophies is preferred by its customer

 To discover which philosophies can bring more benefits for Q-Soft

 To evaluate advantages and disadvantages of each philosophies on Q-Soft’s GoldIsland

2 Research plan

To complete the research, we use two types of data is primary data and secondary dataand we have to make plans of collecting these data

 Plan of collecting primary data

TrungKien director of Q-soft for

her permission of the research

on the company

22 Tran Thai Tong, DichVong,CauGiay, Ha Noi 11/03/2013

Lynn,Jess

2 nd Meeting:Making questionnaire Paris Gateaux, Thai Ha, Ha

AllmembersAsking lecturer for checking the

questions

Banking Academy 12 Chua

Boc, Ha Noi

21/03/2013– 4/04/2013

AllmembersDoing survey with 25 customers Vincom Shopping Mall, 191

Ba Trieu, Ha Noi

6/04/2013 All

membersDoing survey with 25 customers

The Garden ShoppingCenter, The Manor Urban,

members

Table 1.1: Plan of collecting primary data

9

Chart 1.1: The Gantt chart for action plan for primary data of Maple Group

 Plan of collecting secondary data

Individual working, Searching

information about area and topic, using

internet, book, articles, etc

At home 7/04/2013 –

11/04/2013

AllmembersSearching information about Gold Island

and Q-soft by access Q-soft home page At home 12/04/2013

AllmemberOnline meeting via Skype to share and

13/03/2013 All

membersEach member makes an own report of

AllmemberEach member submit to leader their own

Allmember

Table 1.2: Plan of collecting secondary data

Chart 1.2: The Gantt chart for action plan for secondary data of Maple Group

II RESEARCH METHODOLOGY AND SAMPLING METHOD

1 Research methodology

There are two types of collecting data: interview and questionnaire In the research aboutQ-Soft Company, we use questionnaire to collect data from respondents

In this research, we use questionnaire is survey methodology that is used to collect data

from respondents Our questionnaire consist 20 multiple choice questions with clearanswers that helps respondents take less time to complete Respondents will tick in theanswer that suitable with what they think about company and product

The questionnaire has two type of question: closed question and opened question Withclosed questions, respondents must choose one of answers below question In thecontrast, with opened questions, respondents can give answer that different with answerthat we gave below questions To help respondents complete our questionnaire moreconvenience, we use mainly closed question to make questionnaire in my survey

11

2 Sampling method

 Type of research

There are two types of research design: quantitative research and qualitative research.Quantitative research is the use of sampling techniques (such as consumer surveys) whosefindings may be expressed numerically, and are amenable to mathematical manipulationenabling the researcher to estimate future events or quantities (BusinessDictionary, n.d.).Qualitative research is by definition exploratory, and it is used when we don’t know what

to expect, to define the problem or develop an approach to the problem Common datacollection methods used in qualitative research are focus groups, triads, dyads, in-depthinterviews, uninterrupted observation, bulletin boards, and ethnographicparticipation/observation (Mora, 2010) In this research, we used quantitative researchdesign to make research about Q-Soft Company

 Random sampling

Random sampling is sampling method in which all members of a group (population oruniverse) have an equal and independent chance of being selected (BusinessDictionary,n.d.) In this research, we choose respondent randomly and many of them are people whoplay Gold-Island game of Q-Soft Company We decide conduct survey in four main placewhere have many people Four places are:

 Vincom Shopping Mall, 191 Ba Trieu, Ha Noi – 25 respondents

 The Garden Shopping Center, The Manor Urban, Me Tri, Ha Noi – 25 respondents

 National Economic University, 207 GiaiPhong, Ha Noi – 25 respondents

 Banking Academy, 12 Chua Boc, Ha Noi – 25 respondents

In each place, we choose respondents randomly from customers or employees of VincomShopping Mall, The Garden Shopping Center, National Economic University, BankingAcademy, to conduct survey about Gold-Island game of Q-Soft Company

In this research, we selected small sample size with 100 respondents We choose 100respondents because of many reasons such as lack of time to make questionnaire for largersample size Another reason is we do not have enough money to do survey and makequestionnaire with more than 100 respondents In addition, choosing 100 respondents helpresearcher easy to calculation from result of question in questionnaire

III DESIGN QUESTIONNAIRE AND EXPLAINATION

1 Questionnaire layout

Our group use questionnaire as a survey method for this research After having theacceptance of the manager of Q-Soft Vietnam, we started to conduct the research towardsthe customers, who playing and have ever playing Gold-Island Game of Q-SoftCompany The questionnaire will be directly given to respondents and the objectives ofthis survey will also be explained for them to understand and support researchers Thequestionnaire is designed on one A4 page including 20 questions divided into 2 mainparts

 Part I (from question 1 to question 5): Profile of customers, including genders,

age, occupation, civil status, and income monthly

 Part II (from 6 to question 20): Evaluation of the impact of 5 Marketing

Management Philosophies based on 5 factors: production, product, selling,marketing, and social marketing

This layout is very logical, and all questions are very clear so it is very easy forrespondents to support and answer it The most important thing is to help researcherseasily in collecting and analyzing the results

2 Response format

From question 1 to question 5 is questions about customer’s profile It helps researchersidentify demographic information of respondents who playing and have ever playingGold-Island Game of Q-Soft Vietnam In simple words, it is personal information such asgender, age, occupation, civil status, monthly income help the researchers understandmore respondents to easily assess awareness and behavior of respondents based on theirdemographic matters

About the age, we have four responses: less than 21, from 21 to 30, from 31 to 40, from

41 to 50 and more than 50 In term of civil status, we have three responses which aresingle, married, and divorced/Separated, and for question about occupation, we have fivechoices including student, worker, office staff, business and others jobs About monthlyincome, we have five responses are nothing, under 2 million VND, from 2 - 5 millionVND, from 5 - 10 million VND and over 10 million VND

13

From question 6 to question 20 are the questions about topic research: “The impact of

Five Marketing Management Philosophies on Q-Soft’s “Gold Island” based on customers’ perceptions”.

With all 15 research questions, we apply multiple choices for question 6, 7, 12, 19 andlikert scale for the remaining questions For example, for question about assessment abouteffectiveness of Q-Soft’s official website, we apply likert scale to express 5 levels ofevaluation, including strong disagree (0-2), disagree (2-4), neutral (4-6), agree (6-8), andstrong agree (8-10) For question about the number of times respondents play Gold-Island

in a week, apply multiple choices methods we have 4 choices including less than 2 times,3-4 times, 5-9 times, and more than 10 times

3 Reason for each question in survey

2 2 How old are you?

3 3 What is your civil status?

4 4 What do you do?

5 5 What is your monthly income?

6 6 How do you know about Gold -Island of

Q-Soft Vietnam? (Marketing)

- Assessing effectiveness of Q-Soft’s advertising marketing strategies as well

7 How often do you play Gold-Island Game

□ More than 10 times

8 Does Q-Soft Company update the latest

version of Gold Island? (Production)

9 How do you assess the price of Gold-Island

10 What do you think about the quality of

Gold-Island Game? (Product)

□ Very low quality (0-2)

□ Low quality (2-4)

□ Acceptable (4-6)

□ High quality (6-8)

□ Very high quality (8-10)

- To find out the assessment of customers about the quality of product

- To know level of customer’s satisfaction

in company pricing strategy

7 11 The diversity in Gold-Island design in

comparison with others games? (Product)

8 12 What is the strong point of Gold-Island

Game compared to other game? (Product)

13 What do you think about payment

services in Gold-Island Game of Q-Soft?

17

14 How do you feel about attitude of

employees and salesman of Q-Soft when

selling Gold-Island Game? (Selling)

- Know level of customer’s satisfaction of customers toward the behavior of

company’s employees

15 How do you assess employees’

professionalism in dealing with customers?

- Know level of customer’s satisfaction

16 Does the hotline work effectively?

to develop hotline system

17 Q-Soft’s official website provides a lot of

useful information about Gold-Island Game?

- Help researchers assess the effectiveness

of Q-Soft’s official website in providing information about product to customers

18 How do you think about the promotion - Investigate customers’ evaluation about

campaign of Q-Soft for Gold-Island Game?

19 What is the social activity of Q-Soft based

on its profits? (Societal marketing)

□ Scholarship

□ Charity

□ Donate for social organization

□ Build houses for homeless

(You can choose more than 1 answer)

- Evaluating the levels of Q-Soft’s contribution to the society based on customers’ perceptions

- Assessing interest of customer on company’s social activity

20 What do think about charity activity of

Q-Soft? (Societal marketing)

- Assessment about the quality of this activity

4 Method of data analysis

1 Range

19

Range = xmax - xmin

1 Table, Chart, Calculation, Interpretation

Question 1: Gender of respondents

Table 1: Gender of respondents

Chart 1: Gender of respondents

Question 2: Age of respondents

a Table

Table 2: Age of respondents

Question 3: Civil status of respondents

> 50

Table 3: Civil status of respondents

Chart 3: Civil status of respondents

Question 4: Customer occupation

Chart 4: Customer’s occupation

Question 5: Customer’s monthly income

a Table

Income Nothing < 2 million

VND

2-5 million VND

5-10 million VND

> 10 million VND

25

Question 6: The way customer know about Gold Island of Q-soft Vietnam

a Table

Internet Televisio Social Newspaper Friends Leaflet

n network Number of

60 48

The way customer know about Gold Island of Qsoft Vietnam

Chart 6: the way customer know about Gold Island of Q-soft Vietnam

Question 7: The frequency of customers playing Gold Island per week

a Table

27

< 2 times 3-5 times 5-9 times > 10 times Number of

> 10 times per week

Question 8: The assessment about the latest version updating of Gold Island

a Table

Mid-point (x)

Frequency ( f )

Cumulative frequency

0 20 40 60 80 100 120

The assessment about the latest version updating of Gold Island

Frequency Cumulative frequency

Chart 8: The assessment about the latest version updating of Gold Island

Question 9: The assessment about the price of Gold-Island Game

a Table

Value Midpoint

(x)

Frequency ( f )

Cumulative frequency

∑f (|x- ¯x

|)²= 420

Table 9: The assessment about the price of Gold-Island Game

b Chart

Very low Low Acceptable High Very High

0 5 10 15 20 25 30 35 40 45 50

0 20 40 60 80 100 120

Frequency Cumulative frequency

Chart 9: The assessment about the price of Gold-Island Game

Accordingto table above, Me belongs to group 4 < X ≤ 6

Apply the formula:

Based on the data above, the assessment about the price of Q-soft Game had a mean score

of 6 interpreted as "High quality” in the Likert scale 25% of customers give a lowassessment about the price of Gold-Island Game at the point of 4.533 marked 50% ofcustomers has satisfactory about the price of Gold-Island Game at the point 5.64 marked.75% of the customers have good attitude about the price of Gold-Island Game with themark of 7.78

33

Question 10: The assessment about the quality of Gold Island Game

a Table

point (x)

Mid-Frequency ( f )

Cumulative frequency

0 20 40 60 80 100 120

The assessment about quality of Gold Island game

Chart 10: The assessment about quality of Gold Island Game

Based on the data gathered, the assessment about the quality of Gold Island game had

a mean score of 5.90, interpreted as "High quality” in the Likert scale

Question 11: The diversity in Gold-Island design in comparison with other games

a Table

Mid-point (x) Frequency ( f ) Cumulative frequency f(x)

0 20 40 60 80 100 120

The assessment about the diversity in Gold-Island design in comparision with others games

Frequency Cumulative frequency

Chart 11: The assessment about diversity in Gold-Island design in comparison with others

According to the data gather, the evaluation of customers about the diversity in Island design in comparison with others games had a mean score of 5.44 interpreted

Gold-as “Diversed” in the Linkert scales

Question 12: The strong point of Gold-Island Game compared to other game

a Table

Colo r

Functio n

Desig n

Qualit y

Soun d

Other s Number of

15

22

43 36

5

The strong point of Gold-Island Game compared to other game

Chart 12: The strong point of Gold-Island Game compared to other game

d Interpretation

The chart above shown that the strongest point of Gold Island in customer mind is design(43%), design of a game is the most attract customer so it make customer want to playgame followed by quality with 36% and the third rank is function (15%)

Question 13: The assessment about payment services in Gold-Island Game of Q-Soft

a Table

point (x)

Mid-Frequency ( f )

Cumulative frequency

0 20 40 60 80 100 120

The assessment about payment services in Gold-Island Game of Q-Soft

Chart 13: The assessment about payment services in Gold-Island Game of Q-Soft

c Calculations

37

Question 14: The assessment about the attitude of employees and salesman of Q-Soft when

selling Gold-Island Game

a Table

point (x)

Mid-Frequenc y ( f )

Cumulative frequency

dly (6-

Ex

melyiendl

y (8–10)

0 5 10 15 20 25 30 35 40 45

0 20 40 60 80 100 120

The assessment about the attitude of employees of Q-Soft when selling Gold-Island Game

Frequency Cumulative frequency

Chart 14: The assessment about the attitude of employees of Q-Soft when selling Gold-Island Game

Cumulative frequency

∑f (|x- ¯x

|)²= 392.64

Table 15: The assessment about Q-Soft employees’ professionalism in dealing with customers

b Chart

39