MARKETING MIX STRATEGY FOR SALES IMPROVEMENT CASE – TÒHE IN VIETNAM
Linh, Thu Huong (2018)
2018
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201904074518
https://urn.fi/URN:NBN:fi:amk-201904074518
Tiivistelmä
The purpose of this thesis is to provide reasonable suggestions for the case company Tòhe in order to develop the sales as well as market share among domestic customers in the Vietnam market. The recommendation will be based on the marketing mix strategy analysis, which is an important tool to help Tòhe reaches the main goal of sales improvement.
Following the thesis’s purpose, the author will analyze the consumption style in Vi-etnam market. Along with the theoretical background including PEST analysis which points out factors affect the company such as political, economic, social and technol-ogy; SWOT analysis will bring a deeper understanding about Tòhe’s situation includ-ing strengths, weaknesses, opportunities and risks. From then, segmentation, target-ing, positioning and marketing mix 4P’s will be applied to find appropriate solutions in order to increase sales and create a sustainable competitive advantage for the com-pany.
In the empirical part, all the data will be synthesized from reliable sources and books. Tòhe's background information will be aggregated not only from the official website and online articles, but also from the author’s cognizance during the working time there. Secondly, PEST analysis, SWOT analysis and Marketing Mix strategy will then be analyzed thoroughly to identify the necessary internal and external elements that influence the company’s business. All important factors including product, price, place as well as promotion that Tòhe is implementing will be given specifically. Last but not least, the survey collected from Tòhe’s customers and the interview conduct-ed with communication manager bring a more accurate view on the direction and res-olution for the case company’s growth in sales. The survey will contain important findings and it somehow reflects directly the current consumption behavior in Vi-etnam. Along with it and the detailed analysis of Tòhe's operation, the author will then give useful suggestions to the case company to be able to utilize their resources and advantages in an optimal way for sales improvement.
Following the thesis’s purpose, the author will analyze the consumption style in Vi-etnam market. Along with the theoretical background including PEST analysis which points out factors affect the company such as political, economic, social and technol-ogy; SWOT analysis will bring a deeper understanding about Tòhe’s situation includ-ing strengths, weaknesses, opportunities and risks. From then, segmentation, target-ing, positioning and marketing mix 4P’s will be applied to find appropriate solutions in order to increase sales and create a sustainable competitive advantage for the com-pany.
In the empirical part, all the data will be synthesized from reliable sources and books. Tòhe's background information will be aggregated not only from the official website and online articles, but also from the author’s cognizance during the working time there. Secondly, PEST analysis, SWOT analysis and Marketing Mix strategy will then be analyzed thoroughly to identify the necessary internal and external elements that influence the company’s business. All important factors including product, price, place as well as promotion that Tòhe is implementing will be given specifically. Last but not least, the survey collected from Tòhe’s customers and the interview conduct-ed with communication manager bring a more accurate view on the direction and res-olution for the case company’s growth in sales. The survey will contain important findings and it somehow reflects directly the current consumption behavior in Vi-etnam. Along with it and the detailed analysis of Tòhe's operation, the author will then give useful suggestions to the case company to be able to utilize their resources and advantages in an optimal way for sales improvement.