marketing plan for certificate authority service at vdc vnpt

After a long time to research and develop, VDC/VNPT was developed a service which can do two things at the same time and to ensure that service would be accepted when launching, VDC/VNPT

TRƯỜNG ĐẠI HỌC MỞ TP.HCM UNIVERSITE LIBRE DE BRUXELLES

HO CHI MINH CITY OPEN UNIVERSITY SOLVAY BRUSSES SCHOOL

MBMM5

Mr TRAN ANH TUAN

MARKETING PLAN FOR CERTIFICATE AUTHORITY

SERVICE AT VDC / VNPT

MASTER PROJECT MASTER IN BUSINESS & MARKETING MANAGEMENT

Tutor’s Name: Trinh Thuy Anh Ph.D

Ho Chi Minh City (2011)

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STATEMENT OF ORIGINAL

This thesis is created for me and my company by all my knowledges and belief, it contains no materials previously published or written by another person except where due reference is made in the thesis itself

TRAN ANH TUAN

February, 16, 2012

Lastly, I would like to send my deepest appreciation to my family and my company for thier emotional support and spiritual encouragement throughout my MBA study

d) Current market analysis

e) Targeting, segmentation and positioning 3.2 Marketing Planning

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3.3 Evaluation of marketing plan

Chapter 4 Conclusion and Recomendation BILIOGRAPHY

APPENDIX

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EXECUTIVE SUMMARY

In blooming of Internet and E-commerce in recent years Online transaction is popular in Vietnam from business to interaction between business to businesss, authorities to business and people, it creates a convinience to people when they contact and do business together No one can deny a convinienece of online transaction now But it contains a lot of potetial dangerous, because on the cyberworld every people only contact together throughout a tools and unknow information together Recornizing the potential of growing of this market and appearance of more and more online shop and E portal from government authorities

All these thing need a service in third party to verify or guarantee a transaction is legal and right people This is a potetional market will be dtrog grow in the future

VDC is member of VNPT, its main business is providing Internet Access service, Data transmission and Valued Added service After a perios of time to research and development VDC/VNPT has launch a service that is meet demand in verify and secure an online transaction

In order to explore this market, VDC/VNPT has alot of activities to research and analyse a market and all factor which can impact of this market

In this project, VDC/VNPT has been researched potetial market via survey current customer and new customer to investigate a demand and level of accept service when launching Analyse competitors strenght and wealness in the market and to determine how to buid a distribution channel effectivelly Depending on information which collected from survey VDC/VNPT has been made a marketing plan for this service and present in this project

Despite strong growth of E-commerce, there is not any tool or service which can check and verify a transaction is legal Recornize to has a tool or service which enough trust and safe to verify or guarantee a transaction from a person is legal and right person After a long time to research and develop, VDC/VNPT was developed a service which can do two things at the same time and to ensure that service would be accepted when launching, VDC/VNPT is make

a marketing plan to this service after research about demnad from various data and information

1.2 The Objectives of study

The objective of thesis is to create a marketing plan for customer which is doing business in banking and financial field The thesis will meet these requirement:

 To build a marketing plan and how to win a successful in market segment

 Identities compertitor’s strength and weakness

 How to build a distribution channel?

 The Best Internet Enterprise

 The Internet Enterprise has the highest number of subscribers

 The Internet Enterprise takes care of customer the best

VDC has the largest network infrastructure in Vietnam with a total traffic to international reaches 32Gbps in 2008 VDC has a network that spreads 63 provinces and cities and work with over 10 multinational corporations to provide services in the whole world

VDC has been applied the latest technology to continuously improve the service quality, diversify products and services to satisfy the increasing needs of customers, especially e-

Analysis of current

market situation Marketing objectives

Segmentation, targeting and positioning

Marketing Plan

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commerce and Multimedia VDC commits making outstanding liability with the mission as

"the reliable partner in the era of information technology” We believe that we will give our customers the highest benefits and value with the aim of "Quality for customers."

Products - services, today VDC puts into operation the main products and services following:

In wikipedia, it is defined that:

“In cryptography, a certificate authority, or certification authority, (CA) is an entity that

issues digital certificates The digital certificate certifies the ownership of a public key by the named subject of the certificate This allows others (relying parties) to rely upon signatures or assertions made by the private key that corresponds to the public key that is certified In this model of trust relationships, a CA is a trusted third party that is trusted by both the subject (owner) of the certificate and the party relying upon the certificate CAs is characteristic of many public key infrastructure (PKI) schemes”

Service analysis

This service is developing base on open sources technology With this technology, depending

on the needs of type of customers that we can develop products that meet customers demand Due to an open source technology The initial investment cost is not too expensive and it can work well on any system Service provider easily to choose the best systems, which that could

be, provide a lot of users without a fear of overload Because of open source, so it easy to integrate in customer’s system without make system get fault and customer can adjust it base

on their demand The thesis’s purpose is to create a marketing plan for organization which help organization to find a best way to access a market by analyzed its strenght and weakness factors, business environment and competitor’s strenght and weakness Depending on data this thesis analyze and collection that help organization build a perfect marketing plan

The American Marketing Association offers the following formal definition: Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large Coping with these exchange processes calls for a considerable amount of work and skill Marketing management takes place when at least one party to a potential exchange thinks about the means of achieving desired responses from other parties

Thus we see marketing management as the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value

In Wikipedia define:

Marketing is used to identify the customer, satisfy the customer, and keep the customer With the customer as the focus of its activities, marketing management is one of the major components of business management Marketing evolved to meet the stasis in developing new markets caused by mature markets and overcapacities in the last 2-3 centuries The adoption of marketing strategies requires businesses to shift their focus from production to the perceived needs and wants of their customers as the means of staying profitable

We can distinguish between a social and a managerial definition of marketing A social definition shows the role marketing plays in society; for example, one marketer has said that marketing’s role is to “deliver a higher standard of living.” Here is a social definition that serves our purpose:

Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others

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Managers sometimes think of marketing as “the art of selling products,” but many people are Surprising when they hear that selling is not the most important part of marketing! Selling is only the tip of the marketing iceberg Peter Drucker, a leading management theorist, puts it this way:

There will always, one can assume, be need for some selling But the aim of marketing is to make selling superfluous The aim of marketing is to know and understand the customer so well that the product or service fits him and sells it Ideally, marketing should result in a customer who is ready to buy All that should be needed then is to make the product or service available

Product / Service

Product as anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a want or need Products include more than just tangible objects, such as cars, computers, or cell phones Broadly defined, “products” also include services, events, persons, places, organizations, ideas, or a mixture of these Throughout this text, we use the term product broadly to include any or all of these entities Thus, an Apple iPhone, a Toyota Camry, and Cafe Mocha at Starbucks are products But so are a trip to Las Vegas, E*TRADE online investment services, and advice from your family doctor Because of their importance in the world economy, we give special attention to services Services are a form of product that consists of activities, benefits, or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything Examples include banking, hotel services, airline travel, retail, wireless communication, and home repair services We will look at services more closely later in this chapter

Place

Place in case of services determine where is the service product going to be located The best place to open up a petrol pump is on the highway or in the city A place where there is minimum traffic is a wrong location to start a petrol pump Similarly a software company will

be better placed in a business hub with a lot of companies nearby rather than being placed in a town or rural area

Promotion

Promotions have become a critical factor in the service marketing mix Services are easy to be duplicated and hence it is generally the brand that sets a service apart from its counterpart You will find a lot of banks and telecom companies promoting they rigorously Why is that? It

is because competition in this service sector is generally high and promotions are necessary to survive Thus banks, IT companies, and dotcoms place themselves above the rest by advertising or promotions

Process

Service process is the way in which a service is delivered to the end customer Lets take the example of two very good companies – McDonalds and FedEx Both the companies thrive on their quick service and the reason they can do that is their confidence on their processes On top of it, the demand of these services is such that they have to deliver optimally without a loss

in quality Thus the process of a service company in delivering its product is of utmost

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importance It is also a critical component in the service blueprint, wherein before establishing the service, the company defines exactly what should be the process of the service product reaching the end customer

Physical Evident

The last element in the service marketing mix is a very important element As said before, services are intangible in nature However, to create a better customer experience tangible elements are also delivered with the service Take an example of a restaurant, which has only chairs and tables and good food, or a restaurant that has ambient lighting, nice music along with good seating arrangement and this also serves good food Which one will you prefer? The one with the nice ambience That’s physical evidence Several times, physical evidence is used

as a differentiator in service marketing Imagine a private hospital and a government hospital

A private hospital will have plush offices and well-dressed staff It cannot be said for a government hospital Thus physical evidence acts as a differentiator

People

People are one of the elements of service marketing mix People define a service If you have

an IT company, your software engineers define you If you have a restaurant, your chef and service staff defines you If you are into banking, an employee in your branch and their behavior towards customers defines you In case of service marketing, people can make or break an organization Thus many companies nowadays are involved into specially getting their staff trained in interpersonal skills and customer service with a focus towards customer satisfaction

What is marketing research?

Philip Kotler has a market research definition:

“ Marketing research is the function linking the consumer, customer and public to the marketer through information - information used: to identify and define marketing opportunities and problems; to generate, refine and evaluate marketing actions; to monitor marketing performance; and to improve understanding of the marketing process Marketing researchers specify the information needed to address marketing issues, design the method for collecting information, manage and implement the data collection process, analyze the results

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and communicate the findings and their implications”

Marketing research is the systematic design, collection, analysis, and reporting of data relevant

to a specific marketing situation facing an organization Companies use marketing research in

a wide variety of situations

Marketing research gives marketers insights into customer motivations, purchase behavior, and satisfaction It can help them to assess market potential and market share or measure the effectiveness of pricing, product, distribution, and promotion activities

The marketing research process has four steps (see Figure 4.2): defining the problem and research objectives, developing the research plan, implementing the research plan, and interpreting and reporting the findings

Defining the Problem and Research Objectives

Marketing managers and researchers must work closely together to define the problem and agree on research objectives The manager best understands the decision for which information is needed; the researcher best understands marketing research and how to obtain the information Defining the problem and research objectives is often the hardest step in the research process The manager may know that something is wrong, without knowing the specific causes

After the problem has been defined carefully, the manager and the researcher must set the research objectives A marketing research project might have one of three types of objectives The objective of exploratory research is to gather preliminary information that will help define the problem and suggest hypotheses The objective of descriptive research is to describe things, such as the market potential for a product or the demographics and attitudes of consumers who

Implementingthe

researchplan––

collecting andanalyzing thedata

Interpretingand

reportingthe findings

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buy the product The objective of causal research is to test hypotheses about cause-and-effect relationships The statement of the problem and research objectives guides the entire research process The manager and the researcher should put the statement in writing to be certain that they agree on the purpose and expected results of the research

2 Methodology

2.1 Research methodology

After reviewing the literatures relevant about market research and marketing In order to solve

a problem in launching the service To investigate customer’s behavior in choosing a mean to guarantee and secure for customer when trading online The methodology, which is used in this case to measure, is qualitative survey

With method is qualitative survey, marketer will begin to investigate the customer in their trend and behavior and a result help marketer have enough information to classify customers and understand where is target market or which is potential customer group

In this thesis, an objective is to investigate a level of acceptance and to determine a potential market in the next years Online survey is selected to apply to collect customer’s information via Internet with a few of question in the questionnaire sheet, marketer can evaluate potential market and which group is real need the service now and future To be able to perform the sampling survey will be conducted as follow:

 Sample is random selected in current list customer of VDC/VNPT, with sample number is N = 50 customers and 50 percent answer is accepted This sample is served for confirm a demand of service

 Another sample for individual with sample number is n = 20 and answer is 50 percent

is accepted This survey is determining a ready to use service from client

All this things above is primary source to serve for reference But main source is used to build

a marketing plan is a secondary data which collect from Internet and reports from authorities sources