TRƯỜNG ĐẠI HỌC MỞ TP. HCM UNIVERSITÉ LIBRE DE BRUXELLES HO CHI MINH CITY OPEN UNIVERSITY SOLVAY BRUSSELS SCHOOL MBAVB3 LÊ THỊ HỒNG HẠNH MARKETING STRATEGY FOR SUCCESSFUL COMPETITION: A CASE OF SAIGON GROUND SERVICES IN 2013-2016 TUTOR: DR. VO THI QUY MASTER PROJECT MASTER IN BUSINESS ADMINISTRATION (PART-TIME) Ho Chi Minh City (2013) i COMMITMENT I hereby, Le Thi Hong Hanh, confirmed that my thesis preparation and the content was written by myself with information studied and obtained from reliable sources. I undertake this is my own research project. All information, data and survey results are true and never announce in any other research projects. Ho Chi Minh City, 7 April 2013 Le Thi Hong Hanh ii ACKNOWLEDGEMENT First and foremost, I would like to express my gratitude to the support and guidance from my tutor, Dr.Vo Thi Quy who gave me her continuous guidance during doing the final project. Without her, my project would not have been completed. I would like to say thank you to: - Professors from the Solvay Business School and Open University of HCMC for all support throughout the whole program. - Management Board of Open University Ho Chi Minh City who have provided me a very good condition for studying and sharing ideas. - All members of MBAVB3 and Group 1 who always encouraged me to share during the study and implement the final project. - Mrs Le Thi Thu Ha with her encouragement suggestion and enthusiastic help. I am special thanks to Mr. Danh who is kindly enthusiastic about supported and encouraged me throughout the dissertation process. No words could possible to express deepest gratitude to my beloved family for their inspirational and moral support. During executing the final project, due to the limitation of experience and knowledge, I am unable to avoid some mistake. I hope the Professors could help me to improve for achieving better results in the future. Finally, I wish you good health and so much success in work and life! iii ABSTRACT Established in 2005, Saigon Ground Services (SAGS) is a subsidiary of Airports Corporation of Vietnam (ACV). After years of development efforts, SAGS becomes the dynamic and professional provider of full - range ground services at Tan Son Nhat International Airport (SGN). SAGS ambition to become the leader in ground handling services with safety and international standards, overcome one great competitor which has many years of experiences - Tan Son Nhat International Airport Ground Services (TIAGS). SAGS has been continuously improving service quality and applying modern aviation technology to all operations in order to meet and exceed customers’ expectations. The project firstly internally assessed company situation, come out what SAGS’s competitive advantages, what SAGS’s weaknesses to figure out opportunities and threats in ground handling service sector in Ho Chi Minh City. Following the internal assess, a qualitative and quantitative survey were conducted to get information from the market, understand market characteristic, its demand and SAGS’s target customers needs for setting up marketing strategies for successful competition. The project also did some research about SAGS’s competitors via external sources to understand what they are doing well and not well, what is the direction of SAGS for differentiation strategy should be. Based on main findings, a proposal differentiation marketing strategies was chosen. Some recommendations have then been suggested to grow sales and build up brand name for SAGS. [...]... marketing mix: 2.2.1 Marketing strategy: Marketing strategy is a process that can allow an organization to concentrate its resources on the optimal opportunities with the goals of increasing sales and achieving a sustainable competitive advantage (porter 1984) Marketing strategy includes all basic and long-term activities in the field of marketing that deal with the analysis of the strategic initial... providers of ground handling services at Tan Son Nhat International Airport: TIAGS, SAGS and a Ground Handling Team of Jetstar Pacific Airlines But TIAGS is the main competitor of SAGS From the date of its establishment, SAGS has made great efforts in the development process After seven years, SAGS has became a company that supplies the ground handling services in prestige and quality for many major international... situation of a company and the formulation, evaluation and selection of market-oriented strategies and therefore contributes to the goals of the company and its marketing objectives 7 Marketing Objective: For firms to have a formulation of marketing strategy, they should have a marketing objective Objectives include maximization of profit, maximization of market share, and maximization of sales, enhance... international airlines such as United Airlines, AirMekong, Tiger Airways, Asiana Airline, However, to maintain the existing momentum and continue to increase the market share and achieve an ambitious plan that SAGS will be a top class services to clients in providing ground services at Tan Son Nhat Airport, company needs to improve the organization, management and especially the marketing strategy to achieve... customer value to its chosen target markets The marketing management is as the analysis, planning, implementation and control of programs designed to create, build and maintain beneficial exchanges with target buyers for the purpose of achieving organizational objectives Thus, marketing management involves managing demand, which in turn involves managing customer relationships 2.2 Marketing strategy and services. .. competitive marketing strategy It has been postulated that marketing strategy is a product of marketing relationships, marketing offerings, marketing timing, resources allocation (Sudarshan D, 1995) He states that relationships for a key component of marketing strategy Each relationship is defined by the identity of partner public (customers, channels) and the contract with it (nature of the relationship)... government is an important part of marketing strategy formulation and management Internal analysis includes strengths, weaknesses, core competencies, resource constraint analysis Based on the marketing objective, strategic market analysis, internal analysis (and past performance records and present strategy) , the marketing strategy for a particular decision problem or situation is developed This includes... objective Based on the marketing objective, there are two types of analysis – strategic market analysis and internal analysis Strategic market analysis involves customer management and analysis, market management and analysis, environmental scanning and future building or scenario planning Management of relationships with customers and important external bodies in the market such as dealers, suppliers and... statistics, airport authority and previous final project and so on Primary data The primary data was collect from SAGS’s customers and airline’s passengers Some data was from internal managers of SAGS 3 Qualitative: Using direct interview technique of some reputable managers work within this industry Applying clear questionnaires mainly focus on evaluation about SAGS and TIAGS’s services Some information... finding This chapter generally analyzes the current status of business environment, the market trend of SAGS All information had been analyzed in detail according to the data collected Then find out the issues of marketing strategy which company should be upgraded and what could be done in the near future in other to maintain present customers, attract the new one and becoming a leading company in ground . managing customer relationships. 2.2. Marketing strategy and services marketing mix: 2.2.1. Marketing strategy: Marketing strategy is a process that can allow an organization to concentrate. years, SAGS has became a company that supplies the ground handling services in prestige and quality for many major international airlines such as United Airlines, AirMekong, Tiger Airways, Asiana. Chapter 4 - Marketing strategy of SAGS in year 2013- 2016 This chapter presents some presents marketing mix strategy in detail in the next 4 years, form 2013 to 2016. It includes the marketing