MỘT số GIẢI PHÁP HOÀN THIỆN HOẠT ĐỘNG MARKETING đối với sản PHẨM máy đo GPS của CÔNG TY cổ PHẦN THƯƠNG mại và XUẤT NHẬP KHẨU HUY KHÁNH en

Chapter 4: SUGGESTIONS TO ENHANCE MARKETING ACTIVITIES FOR GPS-MEASURING EQUIPMENT IN HUY KHANH IMPORT EXPORT AND COMMERCIAL JSC...604.1 Strategy to enhance marketing activities of GPS m

Chapter I: GENERAL THEORETICAL MARKETING 1

1.1 The Basics of Marketing 1

1.1.1 General Concept of Marketing 1

1.1.2 Importance of Marketing for the operation of the business 2

1.1.2.1 Marketing view 2

1.1.2.2 Importance of Marketing for businesses 3

1.2 Marketing mix 4

1.2.1 The concept of the marketing mix 4

1.2.2 Strategy Marketing mix 4P (Marketing-mix) 5

1.3 Marketing Environment of Business 9

1.3.1 Environmental Marketing outside 9

1.3.1.1 Macro Environment 9

1.3.1.2 Environment Sector 13

1.3.2 Environment within 17

Chapter 2: INTRODUCTION ABOUT HUY KHANH IMPORT EXPORT AND COMMERCIAL JSC 18

2.1 The process of formation and development of the Corporation and Export Import Trade Huy Khanh 18

2.2 Functions and responsibilities of the company 19

2.2.1 Function 19

2.2.2 Mission 20

2.3.The organizational structure of the Company 20

2.3.1 The situation of the company's personnel 20

2.3.2 Organizational structure chart 22

2.3.3 Function and duties of each department in the company 22

2.3.3.1 Functions and duties of Surveyors Topcon 22

2.3.3.2 Function and task analysis, electronic 23

2.3.3.3 Functions and tasks Administration – Accounting 23

2.3.3.4 Functions and tasks Import Export 23

2.3.3.5 Functions and tasks Warranty 24

2.4 Advantages and disadvantages of company 24

2.4.1 Advantages 24

2.4.2 Difficulties 24

2.5 Results of operations of the Company for 2010 – 2011 24

Chapter 3: ANALYZE MARKERTING ACITVITES FOR GPS MEASURING EQUIPMENT IN HUY KHANH JSC 28

3.1 GPS measuring equipment consumption results in 2010-2011 period in Huy Khanh JSC 28

3.2 Analyzing mix marketing activities for GPS measuring equipment in Huy Khanh JSC 30

3.2.1 Situation of mix marketing activities for GPS equipment 30

3.2.2.1 Product policy 30

3.2.2.2 Price policy 34

3.2.2.3 Distribution policy 36

3.2.2.4 Sale promotion policy 39

3.3 Marketing environment analysis 42

3.3.1 Outside environment 42

3.3.1.1 Macro environment 42

3.3.1.2 Industry environment 47

3.3.2 Internal environment 55

3.3.2.1 Human resources: 55

3.3.2.2 Financial resources 55

3.3.2.3 Goodwill: 56

3.3.2.4 Retionship between Topcon department with others 57

3.4 SWOT analysis 58

Chapter 4: SUGGESTIONS TO ENHANCE MARKETING ACTIVITIES FOR GPS-MEASURING EQUIPMENT IN HUY KHANH IMPORT EXPORT AND COMMERCIAL JSC 60

4.1 Strategy to enhance marketing activities of GPS measuring equipment in Huy Khanh JSC 60

4.1.1 Development plans in the near future 604.1.2 Strategy to enhance marketing activities for GPS measuring equipment 60

4.2 Suggestions for marketing activities for GPS measuring equipment

in Huy Khanh JSC 61

CONCLUSION 74 REFERENCES 75

Chapter I GENERAL THEORETICAL MARKETING 1.1 The Basics of Marketing

1.1.1 General Concept of Marketing

There are many definitions of marketing is being widely used According tothe statistics do not thing there are a few thousand definitions of marketing, but thedefinition is not very different, and no single definition is considered to be correct,because the authors are of the opinion its own, and it is important to always exerciseand Marketing developed to suit the new situation should be the definition ofMarketing must also change in economic conditions, political, social, to match thetrend development of the times

We'll look at some of the most typical definition of Marketing in ascendingorder of time First of all the term Marketing first appeared in the United States, so

we will look at the American Marketing Association Marketing definition issued in1985: "Marketing is the process of planning and implementation of policiesproducts , price, distribution, promotion and support of business goods, ideas orservices to carry out exchange activities to satisfy the purpose of the organizationand individuals "

For Christian Gronroos, a study of the Marketing: "Marketing is the activityset up, maintain and strengthen long-term relationships with customers in abeneficial way to meet the objectives of the parties This is represented by theexchange between the parties and meet the promises "(1990)

According to Professor Philip Kotler, Marketing shall be construed asfollows: "Marketing is a social management process, by which individuals andgroups can get what they need and want through creating , offering and exchangingproducts of value with others "(" Basic Marketing ", Philip Kotler, 2005)

The marketing concept has been updated to suit the new business conditions

So, the American Marketing Association has launched a new definition ofMarketing: "Marketing is the management function of the business, communication

is the process of creating and distributing value to customers and the managementprocess customer relations by ensuring benefits to the enterprise and itsshareholders "(2004) "Marketing is a collection of activities, structural mechanismsand processes to create, communicate and distribute valuable things for consumers,customers, partners, and society at large" (2007).

From these concepts, we can draw some comments as follows: FirstMarketing and work towards satisfying the needs of consumers, Monday Marketing

is not a phenomenon that is a process derived from the market research stage, theneed to search to find products to satisfy their needs and then this process isrepeated, the third thing we can see that Marketing is the combination of measuresand solutions throughout the business process, from market research, proceed toproduction planning (what, how much, how) and the pricing for its products andservices set established distribution channels and sales promotion activities tosatisfy the demand has been detected from the market research stage

1.1.2 Importance of Marketing for the operation of the business

1.1.2.1 Marketing view

Marketing is so widespread but not from the very beginning has developedinto a complete theory, and in practice this is not all businesses are well aware offully and apply marketing theory to management business of the enterprise So far ithas been summarized from the existing practice 5 point marketing management:

Perspective focused on production: production-oriented perspective thatconsumers preferred range of products are widely sold at lower prices Therefore,business managers must focus on increasing the scale of production and expand thescope of consumption

Perspective focuses on products and finishing products: Given thatconsumers always preferred the highest quality products many uses and features Sothe business managers want to succeed must always focus resources on creating thebest quality products and constantly improving them

Focus on sales perspective: Given that consumers often conservative, haveinertia with attitude hesitate, hesitate in the procurement of goods So, to besuccessful businesses need to focus all resources and efforts to the promotion ofsales and promotions.

Marketing point of view is the business philosophy is challenging previousviews The central tenet of which is formed in the mid-1950s Marketing point ofview asserts that the key to achieving the goals of the organization is to identify theneeds and wants of the target market and ensure the desired level of satisfactionwith the effective methods and effective than the competitors

Social marketing point of view: The mission of the enterprise is to determinethe true needs, wants and interests of target markets on the basis of ensuring thatsatisfy the needs and desires effectively and efficient than the competition, at thesame time preserve or enhance the prosperity of consumers and society

After considering the five point of view we can see that the socio-ethicalmarketing perspective is best suited to the situation of the market is fiercelycompetitive today, the impulse of the process of international economic integrationeconomy will inevitably cause significant boost businesses must understand andapply essential business marketing perspective

1.1.2.2 Importance of Marketing for businesses

Today is not a business that started in the business do not want to add yourbusiness to the market Because in the open market mechanism only such businesscan hope to survive and develop

Enterprise is a business entity, a living organism of economic life Bodywhich need metabolism with habitat outside market Metabolic processes such asoccur frequently, continuous, large-scale body healthy In contrast, the exchangetakes place, the body that weak fan turn and premature death

A business exists definitely have functional activities such as manufacturing,financial, human resources But in a market economy, human resourcesmanagement function is not enough to ensure that businesses exist and as there is

nothing to make sure the success of the enterprise, if separate it from otherfunctions-functions connected to all activities of the enterprise market Thisfunction of a field of other management-Marketing management.

As such, Marketing connected production activities of the enterprise market,that is to ensure that business activities of market-driven business, know yourmarket-needs and desires of customers prop firm for all business decisions

1.2 Marketing mix

1.2.1 The concept of the marketing mix

Set of four key variables (product, price, distribution and sales promotion)constitute a business marketing plan is called the marketing mix (marketing mix).The four elements of Marketing - Mix interaction, decision factors will affect theoperation of the remaining three factors ("Marketing", Tran Minh Dao, 2002) Fourkey elements of the marketing mix is illustrated visually in the following figure:

Figure 1.1: The four elements of the Marketing Mix

Source: The "Marketing Mix" Explained, mba-online-program.com (20/07/2011)FOUR "P" OF MARKETING MIX

- Product: Management of factors including product planning anddevelopment right goods and services that the company will put on themarket

- Price: the amount of money that customers pay for the product To decidewholesale business, retail, discount, discounts and deferred payment terms.Price of business should correspond to the perceived value of the goods, ifnot selected, the buyer will turn to competitors products.

- Place: Select and manage the channels of commerce to occupy the productstarget market at the right time and logistic systems development and producttransport

- Promotion: Includes various business activities conducted to inform andpromote their products to the target market

1.2.2 Strategy Marketing mix 4P (Marketing-mix)

Marketing-mix is a set of variables that can control and business management and it

is used to try to achieve the impact and influence of the target customers Thecomponents of the marketing-mix is known as:

a Product

Products is the first and most important element of the system Marketingmix In view of Marketing, the product is essentially all of the benefits that thecompany offered to customers and they feel Each unit offered products are made

up of many different elements These factors are classified into three basic levels:First, the core element is the nature of the product that is the basic benefits, this isthe product idea Second, the tangible element of the product, the product is known

as a reality for consumers These are the elements that make up the entity as thecharacteristics of product use, quality standards, designs and colors Third, aspects

of expansion of the product, also known as finished products - that's the wholeproduct accompanying services

Related products with a series of decisions that each company has to payattention that: decisions about product features, decisions related to packaging andservices, product mix decisions and product line To form the decision, theadministrator must have all the necessary information from customers - competition

and market considerations from the company We'll learn more about the productdecisions:

- Decide on product characteristics

- Decision packaging options

- Decide on the type and product portfolio

- Decide on the services supplied with the product

b Price

In pricing for new products, enterprises can pursue the following basicobjectives: To survive (higher cost), to maximize immediate profit, to increasemarket share, to quick recovery of capital, leading to quality There are also otherobjectives are: a business can be used to serve a number of more specific objectives.Enterprises can set prices low to prevent competition or pricing by competitors tostabilize the market, the price can be decided at maintaining prestige as well assupport or to dealers avoid the interference of government

When determining the price for a product, especially new products,businesses should consider the following price policy applies two:

- Pricing lucrative market (Market-Skimming Pricing)

- Market penetration pricing

c Distribution strategy (Place)

The basic content of the marketing distribution policies in new productdesign and sales network management in early stage businesses launch products tomarket

Network sales channel that is set with the participation of the differentstakeholders have different power and prestige to bring goods from producers tocustomers successfully The design and management of new sales channels to sellthe goods of the business must meet the following basic requirements: One isconsistent with the nature of the product, the other is to create favorable conditionsfor customers access and buy products easily, three is to examine the distribution ofcompetitors and finally distribution channels to ensure that the company increased

sales and establish lasting relationships firm to the intermediary There are threemain distribution channels following:

- Distribution of privilege

- Selective Distribution

- Distribute widely

d Strategic sales promotion (Promotion)

This is one of the four main tools of marketing-mix and it becomesincreasingly effective and important that companies can use to impact on the targetmarket The nature of the promotion is the transmission of information aboutproducts and businesses to customers to persuade them to purchase Promotionpolicy mix consists of five major tools are:

Each mixed promotion tool has its own characteristics and its cost, so the selection

of tools and policy coordination tools in the promotion mix, marketers mustunderstand the characteristics of each tool when selecting as well as to consider thefactors affecting the structure of mixed promotion tools such as: type of productmarket, push and pull strategy, buyer readiness stage, the period stages in the lifecycle of the product

1.3 Marketing Environment of Business

To build business strategies, the study of environmental factors Marketing isvery important, it can help businesses capture opportunities and foresee the risk to

be prevented

Environmental marketing environment consists of internal and externalenvironment First we will learn about the external marketing environment

1.3.1 Environmental Marketing outside

1.3.1.1 Macro Environment

Macro environment is the force on a broader social level, may affect themicro-environment includes the environment: economic, natural, scientific andtechnological, political-legal and cultural - society Macro environment is presentedvisually in the figure below:

Figure 1.2: The macro environment in marketing

Source: "Marketing Management", Truong Dinh Chien, 2010

Businesses, suppliers, marketing intermediaries, customers, competitors andthe public are active in a broad macro environment of forces and trends createopportunities for co- also pose threats These forces are the forces "can not control"that enterprises must monitor and respond

a Political and legal environment

Political environment include: The level of political stability, the policy line

of the state, political structure, system administration environmental laws includingthe provisions and operation of consumer protection organizations

Political environment of law can hinder or create favorable conditions for themarketing activities Three levels of law: The environmental regulations in order tomaintain competition in business, to protect consumers from dangerous products or

not according to the principles and practices to safeguard the natural environment.System management and operating policies of macro-state is also a major impact onthe marketing activities of the business represented by dimension encourage andcreate favorable conditions or restrictions Administrative system of economicimpact of cacdoanh marketing activities A system of bureaucracy, corruption willmake it more difficult for business enterprises.

b Economic Environment

Economic environment, including the factors affecting customers' ability tospend and generate different consumption patterns The market study is not onlyaware of the elements of human desire but also to be aware of their ability to spend.This ability to spend apart depending on demand and prices, depends very much onthe economic situation, people's income, savings and demand financial and creditconditions Therefore, the Marketing to identify the main trends in population andincome changes in spending by different groups of people

Tend to increase the average income of the population in addition will create

a higher purchasing power in the market leads to the needs, wants more differentfrom the consumer side They may require more or willing to pay a higher amountfor the factors of quality, diversity, usability, aesthetic or spiritual value that yourproduct or service capable of carrying back

In addition, another trend is the distribution of income more division amongthe people is a problem the Marketing of interest The main differentiation is mademore diverse needs and desires of consumers and create market segmentdifferences

c Culture and Social Environment

People born and raised in a particular society and beliefs, awareness of thevalues, norms, traditions, affected their behavior from society, from the culture inwhich they are born life Some environmental characteristics of Culture and Societyfollowing impact on the marketing activities of a business:

- Sustainability of the core cultural values

- The small cultural groups

- The changes in the secondary culture

d Environmental science and technology

The basics of environmental science and technology are: Speed developmentand technology innovation is faster, costs for research and development in theGroup companies increasing their the endless application of new technology andmanagement requirements of technological applications Because science andtechnology have a major impact on the industry, enterprises of all types in theindustry to keep track of these changes and adjust marketing mix to adapt to it

e The natural environment

Natural environment, including natural resources are considered input factorsnecessary for the operation of the business and also have a certain impact on themarketing activities of the business The effects are as follows:

- The scarcity of raw materials

- The increase in the cost of energy increases the production cost of a business at thesame time increase the cost of living, using products and services to consumers

- Environmental pollution increased by the operation of the industry and due tohuman activities

to switch to alternative products Competition among such products are competitive

in the industry

We will go into research in competitive forces in the industry environment.Michael Portel (Harvard Business School) has identified five competitive forces

should be analyzed to assess the long-term attractiveness of a market or a marketsegment The threat of these forces to the marketing activities of the business areshown in the following figure:

Figure 1.3: The five competitive forces of Michael Portel

Source: "Marketing Management", Truong Dinh Chien, 2010

a Potential competitors

Level of competition in the future is dominated by the risk of entry ofpotential competitors This risk depends on the barriers to entry represented by thereaction of existing competitors

Now facing potential competitors at a high level in the following conditions:

- The cost to join the low business In contrast, when the level of customerloyalty with high brand new businesses want to appeal or attract customers,they need time and a plentiful amount of capital to be able to shake theloyalty of customers.

- Production costs do not reduce the size and production experience.Conversely, if the business has the advantage of scale and experience effectsafter a long time in manufacturing and trading a variety of products that thiswill be a barrier to potential businesses to participate in the business

- The current distribution channels and new channels to build easy penetration

- Differentiation between low now Differentiation of newly created productsattract customers, create customer loyalty has created a big gap betweenbusiness competitors

- There are many holes or gaps in the market for new business

b Power of customers

Competitive perspective, customers are often pressured to supply companies fortheir products when conditions permit They often claim to reduce prices or improveproduct quality, provide more services It is these requirements create pressure onbusinesses to compromise so that profits and power will decrease

Business enterprises have difficulty in the market in case of:

- large-scale buyers than sellers

- The number of new small business buyers should customers buy largevolumes

- The alternative sources of supply available

- High customer switching costs or switching costs low customer provider

- The customer has the ability to link together

Businesses need to avoid dependence on few customers, businesses need toanalyze the competitive forces for each product or group of products andrevolutionary research needs of the industry, forecast the sudden change in thebusiness

c Power of suppliers

Providers also pressure now Suppliers can assert his power by threatening toraise prices or reduce product quality, on-time delivery make corporate profitsdecreased due to production costs as well as the ability to meet customer needs

The supplier will put pressure on now in terms of price or conditions ofsupply This makes a big threat now when the supplier larger scale enterprises, thecost of switching to other suppliers, products and sales conditions of other providerseach other

d The threat of substitute products

Businesses will be seriously threatened by the other businesses provideproducts can substitute for enterprise products in the following conditions:

- Occurs new technology will make existing technology obsolete

- The rapid product changes, continuous appearance of new products based ontechnological mutations may disappear many traditional businesses

A long-term marketing strategy must take into account substitutes Variableproducts business into a product is unlikely to replace the strategic ideas to helpbusinesses survive longer and be more successful in the marketplace

e Competitors in the industry

- The scale competitors and competitive balance If there are many small businessesoperate separately, in which no business dominant power in the industry to create afragmentary competitive structure

- The small market size and low growth market Greater market demand, the lowercompetitive pressure and market expansion opportunities of larger enterprises Ifmarket demand is low, slow growth or increase the level of competition will be veryfierce

- Barriers to retreat from the high industry aside Greater loss when leaving theindustry means higher barriers to retreat, competition in the industry will tend toincreasingly fierce

- What is the difference between product firms in the industry is low

- High fixed costs.

- Relationship coordination among functions in the enterprise

- Outside business relationship: The system distribution channels and relationshipswith distributors, system suppliers and relationships with suppliers

Environmental factors inside will help marketing managers discover thestrengths, weaknesses, capabilities and resources of the business can be formarketing Currently, internal marketing activities in order to gain the support of alldepartments and employees in the enterprise is becoming a key marketingconditions for effective business

Chapter 2 INTRODUCTION ABOUT HUY KHANH IMPORT EXPORT AND

COMMERCIAL JSC 2.1 The process of formation and development of the Corporation and Export Import Trade Huy Khanh

Name: Huy Khanh Import Export and Commercial JSC.

Address: Minh Khai, Phường Vĩnh Tuy, Quận Hai Bà Trưng, Hà Nội

Huy Khanh JSC was established on May 17, 1993 by Decision No 0103007665

by the Department of Planning and Investment of Ho Chi Minh City Hanoi

Huy Khanh JSC known as one of the leading companies in the field ofproviding scientific and technical equipment in Vietnam Grasp the developmenttrend of modern technology the company has realized the needs and desires ofcustomers for scientific equipment and techniques from which advice and providethe best solutions to customers With many years of experience and a staff richcapabilities from leading universities in the country, the company is increasinglyasserting its leading position in the supply of equipment for the fields ofbiochemistry, cell electronics, construction equipment and observatory.With themotto of customers is the first company always aims to please more customers withyour service

Currently the company has branches operating in all three regions, isrepresentative of many leading companies in the world of scientific and technicalequipment as:

Surveying equipment, satellite navigation-gps and forestry: GeoMax, Leica, Topcon, Nikon, Trimble, Foif, Hi-Target, Yamayo, Garmin, Magellan / ASTECH, OmniStar, Geo-Fennel, Lasertech, Proshotlaser,Haglof.

Equipment scientific, technical, environmental monitoring: Memmert,

Alp, CrossMet, Jasco, Shibata, Ohaus, Extech, Lenton, Mocon, Carbolite,

WTW, Sato, Kruss, KNF, Atago, Bioair, ELE, GFL, Meiji Techno, Oldham,Zeltex.

 Underwater instrumentation, monitoring river and sea: Teledyne

Odom, EdgeTech, Humminbird, JW Fishers

Processing software, designed: Hypack-USA, Quester Tangent

(QTC)-Canada, Carlson- USA

2.2 Functions and responsibilities of the company

2.2.1 Function

Companies whose primary function is specialized in trading all kinds ofscientific and technical equipment for the field of biochemistry, electronics,construction equipment and observatory:

- Equipment analysis and basic equipment used in the laboratory

- Equipment Research, monitoring and control, environmental pollutiontreatment

- Station environmental monitoring of air, water and land mobile and fixed

- Measuring equipment, test electrical, electronic, mechanical

- Equipment simulation and practice of physical, chemical, biological andother specialized electrical, electronic, telecommunications, informationtechnology, automation, handling environment

- Security equipment, protection and control of personnel

- Control equipment, technological lines

- Equipment for wind energy, solar

- Research equipment, quality control of products for the agriculture, fisheries,pharmaceuticals, food and beverage

- Equipment for biotechnology

- Medical Equipment

- Monitoring Equipment surveying and global positioning satellite

- Research Equipment and construction materials testing

- Equipment simulations, experiments and practice for students in highschools, vocational schools, colleges and universities

2.3.The organizational structure of the Company

2.3.1 The situation of the company's personnel

Number of employees by the end of 2011 the company is 100 people Number ofemployees at the head office and branches of the company are shown in the tablebelow:

Bảng 2.1: Employees’s number by areas

Source: Profile of capacity 2011 Administration Accounting - Huy Khanh Company

Number of employees in different areas of the company are shown in thefollowing table:

Table 2.2: number of employees of the Company under the room

Board of Directors

Administration and Accounting

Import and Export

51510

20%

20%

10%

Source: Profile of capacity 2011 Administration - Accounting Huy Khanh Company

2.3.2 Organizational structure chart

Figure 2.1: Organizational chart of company Huy Khanh

Source: Profile of capacity 2011 Administration - Accounting Huy Khanh Company

2.3.3 Function and duties of each department in the company

2.3.3.1 Functions and duties of Surveyors Topcon

Advised the Board of Directors on the business plan, sales policies, price syntheticcollection, analysis, selection and use of the information in the array ofinstrumentation, satellite navigation and its observation Topcon equipment.Business organization to perform the tasks of the Company from making sales tothe source Organizations perform marketing tasks: collect - General - selectionprocess and apply the information to the business The sales manager of thecompany's retail outlets Organized seminars on its technology Topcon Deliveryand guidelines to use when signing the contract Gather and address comments,complaints, customer complaints in order to best meet customers' requirements

Advised the Board of Directors of the business of the environmental analysisequipment, climatic, biological and electronic devices Organizations conductbusiness equipment from customer search stage to delivery and manual, made directsales Marketing collects customer information, conduct meet with the client toprovide contract of the company, to participate in its activities and workshops topromote better equipment and master new technologies.

2.3.3.3 Functions and tasks Administration - Accounting

Unit is to advise and assist the Director in the management and administration ofthe financial enterprises, reflecting all economic activity through the synthesis andanalysis of business efficiency Organization of management, collection andpayment of money, make sure to promote the operation of the money effectivelyand in accordance with current regulations of the state On the other hand managingall administrative activities of the company, the paperwork and the company'sfacilities, is responsible for sending and receiving mail and forwarding the parcel inthe country Perform all activities of legislation, documents, archives, andadministrative management

Organize, guide and monitor accounting and accounting business activities of thecompany in accordance with state laws of statistics Synthetic analysis of businessresults, statements sum for inspection implement business plans, record accuratelyreflect timely and systematic changes in the capital, the bank strips for importingcapital goods, business products Organization of document management activitiessuch as questionnaires vehicles, office equipment companies such as printers,computers, tables and chairs, to ensure that the company maintains regularactivities

2.3.3.4 Functions and tasks Import Export

To advise the Director and the organization made the following fields: Import ofequipment, spare parts and materials to meet business requirements, maintenance,repair and replacement

Based on the business products, and requirements of the business to work withvendors planning to import goods for business Implement procedures with Customs

to legalize the import of goods, goods warehousing management, and the amount ofinventory in stock to report to the director to make a decision in time, combinedwith the accounting for monitor the import and export settlement

2.3.3.5 Functions and tasks Warranty

Repair and maintenance of equipment, delivery support, manuals and installation ofequipment Organizations perform the maintenance and repair of equipment whenthat fails, to support the delivery and user manual for the company's business Tostudy how the new equipment and technology can best support the business

2.4 Advantages and disadvantages of company

2.4.1 Advantages

Companies in the business equipment market science and technology since the veryearly stages, so they build brands and reputation With abundant capital fromshareholders, the company does not have to bear the burden of bank loans The staffare very professional and enthusiastic in their work, the board of directors havegood management skills, dynamic and sense of responsibility

2.4.2 Difficulties

Without the support from the management department as the competitors.Employees of the company are derived from the technical environment lack ofexperience in marketing and sales of products

2.5 Results of operations of the Company for 2010 - 2011

Results of operations of the Company are shown a clear way through thefollowing data table:

Table 2.3: Sales of the company for 2010 and 2011

3.529.516.214

2,27

2 Profit before tax 3.889.362.825 4.194.786.802 305.423.977 7,2

3 Profit after tax 3.208.724.231 3.146.090.101 6.263.413 0,2

Source: Business Report 2011 - Huy Khanh Company

With sales promotion efforts, expanding the market The company had aturnover in 2011 was 164,737,826,770 VND, increasing 3,529,516,214 (equivalent

to 2.27%) After payment of corporate income tax, 2011 Huy Khanh company hasreached a high of profit 3146.090.101 VND

Can talk through analysis of business results, the financial situation of thebusiness is very positive However, there are some indicators that the companyneeds to find a solution for the next year is the cost of goods sold, to invest in salesand reduce the cost of enterprise management, increase costs for marketingactivities

Table 2.4: Sales by product group for 2010 - 2011

Table 2.5: Sales by branches of the period 2010 - 2011

Source: Business Report 2011 - Huy Khanh Company

From Table 2.5 we found that although sales of the year has changed, but the turnover rate of the branch almost nochange in which the highest proportion then to Ho Chi Minh City and DaNang The reason is because in the big cities, theauthorities focused more so of customers in big cities is more, but in the future the company should focus on the moreprovinces to be able to dominate the market and further increase sales

CHAPTER 3 ANALYZE MARKERTING ACITVITES FOR GPS MEASURING

EQUIPMENT IN HUY KHANH JSC.

3.1 GPS measuring equipment consumption results in 2010-2011 period in Huy Khanh JSC.

GPS equipment consumption results in compare with other Topcon products are as follows:

Table 3.1: Sales of Topcon surveying department by products

Source: Business report in 2010 – Topcon Surveying Department

We can see GPS receiver has a high turnover whether newly joining to themarket, but the Company has got a great advantage compared to traditional productsline It also is likely to develop strongly in the next time So the Company needs todesign marketing policies to stimulate this product become a flagship product whenthe traditional measuring equipement can not meet the customer requirements.Business results by products will point out the flagship products

Table 3.2: Sales for each model of GPS measuring equipment

Source: Business report in 2011 – Topcon Surveying Department

From table 3.2, GB-1000 and Hiper Pro are not selective because it is

difficult to use them rather than the others So we need to report the Board of

Management not to import these models

To understand more about the GPS equipment consumption between direct

distribution and indirect distribution; and between geography, please see the

following table:

Table 3.3: GPS measuring equipment business results by agents and geography

In the allowed dissertation content, I will have some suggestions to enhancemarketing activities for GPS measuring equipment, motivate the measurementequipment business and complete the distribution system to increase revenue.

3.2 Analyzing mix marketing activities for GPS measuring equipment in Huy Khanh JSC.

3.2.1 Situation of mix marketing activities for GPS equipment

In a highly competitive market today, the Company makes plan and usesmarketing strategies to survive and develop The Company was establish in 2008when the measuring equipments are not popular, almost no distributor So theCompany did not focus on marketing activities However, recently, when revenue islower; loyal customers are lost; the Company realized the important of marketing

On place sale method is not appropriate, new marketing policies are implemented inconsistent with current market trends but the guiding principle is the same

“Customer satisfaction is the business foundation Belows are mix marketingpolicies for GPS equipment:

3.2.2.1 Product policy

a Huy Khanh JSC’s product policy

Huy Khanh is Topcon Japan’s exclusive representative, so its product lines is

diversified in design and type, updated the latest mordernest products with best price The main GPS products of the company are as follows:

Table 3.4: The Company’s GPS equipment model

1 Advanced designed Modular GPS+

Receiver GB-1000

The GP-1000 provides advanced

Topcon dual-frequency (L1 and L2),

dual- constellation (GPS and Glonass),

GPS+ receiver board design inside a

rugged, compact housing

2 Hiper II

Designed as a perfectnetwork RTK rover, the HiPer II gives

you the option of an internal GSM or

CDMA cellular modem With its

completely integrated design,

the HiPer II eliminates the hassles of

external modems and cables, all in a

lightweight, rugged design This

state-of-the-art receiver not only offers

further enhanced agility, but also

increases receiver performance and

user-friendliness as well as the fully

customizable structure providing our

customers with the maximum

flexibility to choose the system options

they require

3 Hiper Pro

The revolutionary HiPer Pro integrated

GPS+ receiver/antenna joins the

successful HiPer lineup, bringing

wireless technology and a long range

UHF radio system for ultimate

convenience

The HiPer Pro provides the completely

cable-free system design and

operational advantages, with the added

benefit of extended working range

GPS receiver design has taken a

quantum leap forward with the new

GR-3 It starts with 72 “universal”

channels that support all current and

planned satellite positioning signals

Then there’s the micro-tuned, precision

antenna capable of receiving all G3

positioning signals (GPS, GLONASS

and GALILEO) with Topcon’s

patented center-mount radio antenna

for superior signal tracking and

interference reduction

5 Hiper Ga/ Gb

The HiPer Gb provides similar

hardware functionality to the Ga, but

with GPS only tracking capabilities

The HiPer Gb is a very economical or

can be used as a two rover system

working from a fixed base station

(UHF broadcast reference capability

only) The HiPer Gb provides a fully

functional GPS RTK system that can

also be used for traditional static

observations, at a price that fits any

budget

Source: GPS measuring equipment catalogue in 2010 – Topcon Surveying Department

b Advantages:

Diversify products in type and design

Update the latest and modernist products in surveying and measuring sector

 The compact design and user-friendly interface

c Disadvantages:

 Product's life cycle is too short Customers have just adapted to a model, and

a new model is released

There is no connection between product logo to Huy Khanh brand name SoHuy Khanh is not being known as Topcon Japan representative

The Company’s stamp can be faked easily There is no distinction forproducts from Huy Khanh or from other companies

There is not Vietnamese user manual or catalogue

The interface and software in English leads to difficulty in using forVietnamese

 Module adjustment results of the data processing software is not the same asthe standard format of the Ministry of Natural Resouces and Environment

3.2.2.2 Price policy

a Huy Khanh JSC price policy:

Selling price is one of factors affecting the consumption amount; is a

contribution to customer’s buying decision Making a reasonable price policy is an urgent requirement for the company Selling price has to not only be offset with unitcost, but also is consistent with the market price, not too high or too low, compared

to the competitors As a distributor, the Company’s price depends on the supplier offer Currently, the Company’s price is very competitive

The reasons are:

The Company is Topcon’s exclusive representative, buying in bulk; soreceiving an incentive price

Administration is compact but effective, so the lower administrationexpenditure, is, the lower selling price is

Price policy divides in 3 types: price for final consumer, price for agents(Distributor) and price for commercial company

Table 3.5: The Company’s GPS equipment price

Source: Huy Khanh JSC price in 2010

So the agent price is lowest, then commercial company price and the highest price

is for final consumer Because agent brings the biggest turnover, so it receive the lowest price to promote the wholesale

Regarding to price adjustment: Be a distributor of Topcon means that price

adjustment depend on supplier price offer However, the Company does not totally rely on supplier price Based on survey in market price and lower cost, the

Company always offer a reasonable price for each product, see below:

Table 3.6: GPS equipment price in compare with competitors

No Topcon /Tecos

Discount rate for customers and referrals is too low It makes more difficult

in seeking and dealing with new customers

3.2.2.3 Distribution policy

a Huy Khanh JSC distribution policy

Distribution channels always play an important role in consumption with any products Good distribution system makes sales work well

Measuring equipments of the company are specialized, so distributors has have understanding about measurement and equipment Acknowledge the important of distribution channels, the Company maintains a two-level distribution system as the following diagram::

Image 3.1: Distribution channels for Topcon products.

Source: Business report in 2010- Topcon Hanoi Surveying Department

Distribution channel (1): is a channel which received products from Huy

Khanh, then deliver to intermediary retail entities, and then to comsumers The condition to become Huy Khanh’s agent is more than 1 billion dong revenue The agent can enjoy the incentive price mentioned above in Table 3.4 and not have to pay the entire contract amount which can be deffered within a month

Distribution channel (2): is a channel which distributes products directly from Huy Khanh JSC to consumer Salesperson is in charge for this progress

Topcon Hanoi Surveying Dept.

Distributors Consumers