DSpace at VNU: Marketing solutions for NPK fertilizer of Petro Vietnam Fertilizer and Chemicals Corporation (PVFCCo) in the period 2012-2014

Marketing solutions for NPK fertilizer of Petro Vietnam Fertilizer and Chemicals Corporation PVFCCo in the period 2012-2014 Trần Văn Hiệp Khoa Quản trị Kinh doanh Luận văn Thạc sĩ ngà

Marketing solutions for NPK fertilizer of Petro Vietnam Fertilizer and Chemicals Corporation (PVFCCo) in the period

2012-2014

Trần Văn Hiệp

Khoa Quản trị Kinh doanh Luận văn Thạc sĩ ngành: Quản trị kinh doanh; Mã số: 60 34 05

Người hướng dẫn: TS Trần Đoàn Kim

Năm bảo vệ: 2011

Keywords Quản lý tiếp thị; Marketing; Phân bón

Content

TABLE OF CONTENTS

ACKNOWLEDGEMENTS i

ABSTRACT ii

TÓM TẮT iv

TABLE OF CONTENTS vi

LIST ABBREVIATIONS ix

LIST OF FIGURES x

LIST OF TABLES xii

INTRODUCTION 1

1 The thesis title 1

2 Necessity of the thesis 1

3 Research aim and objectives 2

4 Research questions 3

5 Data sources and Research methodology 3

6 Scope of the research 3

7 Significance of the research 4

8 Structure of the thesis 4

Chapter 1: LITERATURE REVIEW 5

1.1 The concept of marketing 5

1.2 The analysis of macro environment and industry 7

1.2.1 Macro environment analysis 7

1.2.2 Industry analysis 10

1.3 Target market segmentation, selection and positioning 14

1.2.3 Market segmentation 15

1.2.4 Select the target market 17

1.2.5 Positioning in the Market 17

1.4 Marketing Mix (4P) 20

Chapter 2: NPK MARKET ANALYSIS OF PETROVIETNAM FERTILIZER AND CHEMICALS CORPORATION (PVFCCo) 23

2.1 Process of establishment and development 23

2.2 Production and operation performance of PVFCCo 24

2.3 Macro environment analysis 26

2.3.1 Politic 26

2.3.2 Economic factors analysis 28

2.3.3 Cultural and social factors 29

2.3.4 Technological factors 31

2.4 Industry environment analysis 32

2.4.1 NPK Fertilizer market analysis 32

2.4.2 Competitors analysis 34

2.4.3 Pressure from Customer 48

2.4.4 Pressure from material sources 49

2.4.6 Pressure from substitute products to NPK fertilizer 53

2.5 Target market analysis of competitors 53

2.5.1 Regional demand 53

2.5.2 Market share 54

2.6 Customers’ comments on NPK fertilizers 57

2.6.1 Farmer customers 57

2.6.2 Distributor and retailer customers 59

2.6.3 NPK Products Positioning Analysis 60

2.7 Analysis of Competitors’ Marketing Mix 61

2.7.1 Japan Vietnam Fertilizers 61

2.7.2 BinhDien Fertilizers Joint Stock Company 61

2.7.3 Lam Thao Fertilizers and Chemicals Company (LAFCHEMCO) 62

2.7.4 Baconco Limited Company 63

2.7.5 Nam Sao International Joint Stock Company 64

Chapter 3: MARKETING SOLUTIONS FOR NPK FERTILIZER OFPETROVIETNAM FERTILIZER AND CHEMICALS CORPORATION (PVFCCo)IN THE PERIOD 2012 - 2014 67

3.1 Target market of PVFCCo’s NPK fertilizer 67

3.1.1 Plant location 67

3.1.2 Marketcompetitiveness 68

3.1.3 Market attractiveness 69

3.2 Positioning strategy of PVFCCo’s NPK fertilizer 71

3.2.1 Production technology 72

3.2.2 Raw material sources 72

3.2.3 Production capability 72

3.2.4 Marketing and distribution capability 73

3.2.5 Product positioning of PVFCCo’s NPK fertilizer 74

3.3 Marketing targets for NPK products 76

3.4 Marketing Mix for NPK fertilizer of PVFCCo 78

3.4.1 Product strategies 78

3.4.2 Price strategies 79

3.4.3 Place strategies 80

3.4.4 Promotion strategy 85

CONCLUSION 87

REFERENCES 88

APPENDIX 89

References

Vietnamese

[1] Dr Vo Minh Sang (2003), Quản trị Marketing, NXB Thong Ke, Hanoi

[2] Dr Tran Minh Dao (2002), Marketing Can Ban, NXB Giao Duc, Hanoi

[3] Phan Van Thang, (1998),Nghien Cuu Marketing, NXB Thong Ke, Hanoi

[4] http://www.dpm.vn

[5] http://cafef.vn

[6] http://www.hsc.com.vn

[7] http://www.gso.gov.vn

[8] http://www.agroviet.gov.vn

[9] http://www.cuctrongtrot.gov.vn

[10] http://www.customs.gov.vn

[11] http://www.vinachem.com.vn

English

[1] Brian Toyne, Peter G P Walters (1989), Global Marketing Management, Allyn & Bacon, Boston,Massachusetts, U.S.A

[2] David A, Aaker, Hoboken, John Wiley (2005), Strategic Marketing Management,Hoboken, NJ : John Wiley, New York, U.S.A

[3] Michael John Baker(2001), Marketing Theory, Macmillan, U.K

[4] Michael E.Poter (2001), Competitive Strategy, Harvard University Press, U.S.A

[5] Philip Kotler (2003), Marketing Management, Prentice Hall, Singapore

[6] William D Perreault, E Jerome McCarthy (1988), Basic Marketing, McGraw - Hill/Irwin, New York

[7] Philip Kotler (2001), A Framework for Marketing Management, Prentice-Hall, U.S.A Kenneth L Bernhardt, Thomas (1978), Cases in Marketing,Dallas : Business Publications, Ohio, U.S.A