UNIVERSITE OUVERTE DE HCMV UNIVERSITE LIBRE DE BRUXELLES ECOLE DE COMMERCE SOLVAY MMVCFB PROGRAMME DE MAITRISE EN MANAGEMENT VIETNAM-COMMUNAUTE FRANCAISE DE BELGIQUE PHAM THANH PHUONG MARKETING STRATEGY FOR LIGHT WEIGHT STEEL TRUSS SYSTEM “VISION TRUSS” IN VIETNAM CONSTRUCTION FIELD – PERIOD 2006 – 2010 MASTER DEGREE THESIS IN MANAGEMENT (MMVB 6) Guidance Counselor: Prof. Dr. LE TAN BUU HO CHI MINH CITY 2007 This is my original work. Any data, result or quote in the work is clearly identified PHAM THANH PHUONG I wish to express my deep gratitude to my advisor, Professor Le Tan Buu for his useful guidance, suggestions and encouragement through out the research work. His enthusiasm has helped me to be more confident in carrying out the research. I also would like to express my sincere appreciation to all of the Professors & Co-ordinators of Viet Nam – Belgium Master in Management Programe for their teaching, assistance and supporting me in studying and fulfilling the research. I also would like to extend genuine thanks to my closed friends and MMVCFB6 classmates for their warm sentiment and sharing. The last but the most wholehearted gratitude I wish to express my sincere thank to my family, especially my wife and 2 sons for their loves, cares, encouragement and supporting through out my life. 1 2 After the 6 th National Party Congress in 1986, we have confirmed the direction correctly for our nation, and nowadays our Vietnam is on the way for development to become a newly industrial country in 2020. Even there are some restrict but we also got some achievements relatively in economic development. In order to serve for the development of the country, the construction service will occupy a part relatively to contribute into this development, but for the speed of high growth the traditional materials will be replaced by the new ones with the source for supply is more stable, and compatitive price and it will bring more profitable for the projects. In the construction service, the building materials are very diversified and abundant, they are made from a lot of different sources and especially to be favourite that they have been made from the natural material source. But for the speed of high development of the construction service at present about 20-30% every year, those materials become expensive and the supply source is not stable, that is the reason for appearance of a lot of new materials in the construction service in which there is the Light Weight Steel Truss System for the roof of the projects. Due to a new product in the construction service therefore the contact with the customers and penetration into the market has met a lot of difficulties, the writer researches this topic with the desire to show a marketing solution more concretely to take the products to customers more effectively. 3 To stipulate the situation for use of materials for the roofing system of the projects of Vietnam before from a lot of different materials, through that to appraise the contribution of the system of Light Weight Steel Truss System for the construction projects with the profits brought by it to the projects and customers. To show a strategy for marketing in discovery and penetration into the market for the roof of the construction works with materials made of Light Weight Steel Truss System - Zincalume on the foundation for analysis of the situation for construction in Vietnam. Beside that the writer also shows the solution for option to the customers on the foundation for comparison of the materials characteristics, expense, longevity of the work and the other strengths of the Light Weight Steel Truss System - Vision Truss in comparison with the other products in the market of Vietnam construction materials at present. Some statistical data and analysis will help for the investors, the owners of project see the trends that need to change at present in the building material service, through that it is the basis for these units to have more the necessary information to show the suitable decisions when collecting the materials for roof of their projects. To help for the customers to search deeper about the preeminent characters of The Light Weight Steel Truss System made from Zincalume high tensile steel, for the projects that can use this kind of materials, from that the customers have the new vision and easy to receive, to collect the products for the purpose to take the 4 Light Weight Steel Truss System to occupy the market share bigger in the Vietnam construction market. The Light Weight Steel Truss System - Vision Truss is made from the Zincalume high tensile steel, the operations for contact and penetration into the roofing market of the construction works in Vietnam of Vision Pioneer Construction Company and planning the marketing strategy for this product in the period 2006 – 2010. This topic is researched to show a marketing strategy for the products of Light Weight Steel Truss System - Vision Truss of Vision Pioneer Construction Company in the plan for penetration into the Vietnam construction market. The scope for research concerning the kinds of the other products of the roofing system of the projects, the investors, the enterprises in domestic participate for design, consultation and execution of the construction works. Some comparisons between the kinds of materials for making the roof of the projects from the sources of the different materials, from the traditional materials to modern ones, with the origin from in domestic and overseas. 5 Basing on the knowledge harvested from the university program, the program for training Vietnamese – Belgium Master in Management. Basing on the working experience in the construction service for over 10 years of the writer and the positions spent in the work such as a sales, marketing and management in the construction companies or trading building materials. Basing on the data of the magazines specialty for construction, the results for research of the companies for specialty in building materials, quoted the documents concerned, collecting the information in internal and external service to make the basis for argument in implementation of this thesis. The thesis is divided into 4 key chapters as follows: Chapter 1 : Theory basis for marketing strategy Chapter 2 : General introduction of Vision Pioneer Construction Company. Chapter 3 : Analysis of the opportunity of Vision Truss in Vietnam Chapter 4 : Marketing strategy of Vision Truss in period 2006 - 2010 6 7 The term strategy with the origin from the Greek language with two words of “Stratos” – that means the army, or group and “agos” – Leading, controlling. The strategy is used the first time in the military to show the big plans, long term shown on the basis to believe firmly what the enemy can do and what the enemy can not do. Normally the people understand that strategy is science and arts for military command, to be applied for making the general plan and carried out the campaigns with the big scale. From the decade 60 of the century XX, the strategy is applied into the field of business and the term “Business strategy” was born. However the conception of the business strategy is also developed gradually following the time and the people also contact with it following a lot of different ways. Following the traditional way for contact then “The strategy is the definition of the basic aims for long term of the enterprise and implementation of the program for action together with the distribution of the necessary forces to get the confirmed aims”. We can also understand that: The strategy is the approach that the enterprise uses for orientation of the future for reaching and remaining the development. In difference with the conception above, Mintzberg contacted the strategy following the new ways, he considered that “The strategy is a sample in the flow of the decisions and programs for action”. Thus to his mind the strategy has the origin from any location, where the people have ability to study and the power source to support it, indeed the strategy of the enterprises is the combination [...]... solution in package of the outstanding truss and roof system for the construction project in Vietnam - To orient for the customers about the concept from the use of the traditional mild steel roof truss and the reinforced concrete slope roof into the use of the Light Weight Steel Truss System - To improve and develop the skill for processing as installation to the contractors and the subcontractors - To. .. premise, construction of the traffic work, civil and industrial works, internal and external decoration, business of building materials and production, processing in installation of truss in the scope of this topic we just 31 concentrate to research the field of the main business of the company as design – processing – installation of Light Weight Steel Truss System VISION TRUSS Mil VND Light weight steel. .. & Construction magazine -Vietnamese Ministry of Investment Schools Construction investment is estimated at 20% of total investment in Education •Assumed only 40% of roof area 250,000 1600 26 -Saigon Investment & Construction magazine -Vietnamese Ministry of Investment -Saigon Investment & Construction magazine -Vietnamese Ministry of Investment Urban Planning institute of Hochiminh City with roof truss. .. main business as design – making and installation of the Light Weight Steel Truss System Zincalume with the VISION TRUSS trademark, presently with the head office at 99 Dinh Bo Linh street, Ward 26, Binh Thanh 29 District, Hochiminh city, with the factory for production – processing in 972nd brigade, Bien Hoa, Dong Nai Although it has just appeared in Vietnam not fully 2 years but the Light Weight Steel. .. distribute the products to satisfy the desire of the aimed markets for reaching the aims of the organization 18 19 The Light Weight Steel Truss System is introduced in the market in 1976, the Zincalume high tensile steel was developed after many years for research to enhance the longevity of the traditional steel coated age By mixing aluminum with zinc to make an alloy to use for plating metal, the researchers... supply in package for the truss system of the work, through that to bring back the benefits such as the convenience, to save the time and decrease the expense for general works - To keep firmly the location No 2 at the market of the Light Weight Steel Truss System in Vietnam with the market share about 25% The Vision Pioneer Construction J.S Company with the function for main business as filling up... marketing of the organizations, associations and the researchers of marketing in the world to be accepted and propagated: - Following CIM (UK’s Chartered Institute of Marketing) then Marketing is the aware administration process, forecast and satisfaction of the demand of customers effectively and profitably - Following AMA (American Marketing Association, 1985): Marketing is the process for planning... Light Weight Steel Truss System quickly occupied the sentiment of customers in Vietnam, the official period to mark the appearance of the Light Weight Steel Truss System in Vietnam in the end 2004 with the trademark 25 SMARTRUSS, at first it was only the small works, the respective villas… then the Blue Scope Lysaght company participated some big projects Besides that, in 2005 the Vision Pioneer Construction. .. 13m for the roof of tile and 18m for the roof of metal sheet Due to the situation of financial crisis in Asia from 1997, therefore to the years in the first of 21st century the Blue Scope Steel Company (Australia) just took the product of Zincalume high tensile steel into Vietnam market, with the exceeding strengths in comparison with the other kinds of products for making the traditional roof, the Light. .. Australia to the tropical countries belonging to the Asia such as Indonesia, Malaysia, Thailand of Vietnam As per the result for research of Blue Scope Steel Company then the projects for use of Zincalume high tensile steel in Australia have existed to 25 years that they are not rusted while the galvanized steel appeared the red rusted spots in same period For such exceeding strengths, the Light Weight Steel . the marketing strategy for this product in the period 2006 – 2010. This topic is researched to show a marketing strategy for the products of Light Weight Steel Truss System - Vision Truss. VIETNAM- COMMUNAUTE FRANCAISE DE BELGIQUE PHAM THANH PHUONG MARKETING STRATEGY FOR LIGHT WEIGHT STEEL TRUSS SYSTEM VISION TRUSS IN VIETNAM CONSTRUCTION FIELD – PERIOD 2006 – 2010. products for the purpose to take the 4 Light Weight Steel Truss System to occupy the market share bigger in the Vietnam construction market. The Light Weight Steel Truss System - Vision Truss