Một số giải pháp hoàn thiện Marketing mix cho dòng sản phẩm TV LCD Bravia của công ty Sony Việt Nam năm 2012 Vũ Xuân Tùng Trường Đại học Kinh tế Chuyên ngành: Quản trị kinh doanh; Mã số: 60 34 05 Người hướng dẫn: TS Trần Đoàn Kim Năm bảo vệ: 2012 Abstract: In recent years, the TV market in general and hi-tech TV market in particular become very hot due to the appearance of a number of new TVs, including LCD TVs of famous brands such as Samsung, Panasonic, Sony, Sharp, and LG, etc. Initially, LCD TVs was imported into Vietnam by electronic manufactures with the purpose of introducing hi-technology and setting themselves apart from competitors. Keywords: Quản trị kinh doanh; Chiến lược marketing; Ti vi; Tiếp thị Content vi TABLE OF CONTENTS Hanoi – 2012 i ACKNOWLEGEMENT i ABSTRACT ii TÓM TẮT iv TABLE OF CONTENTS vi TABLE OF FIGURES x INTRODUCTION 1 1. Reasons to choose this topic 1 2. Objectives of the Study 1 3. Subjects and Scope of the Study 2 4. Methods of study and process of data 2 5. Significance of the Topic: 2 6. Structure of the Thesis: 3 CHAPTER 1: LITERATURE REVIEW 4 1.1. Overview of Marketing 4 1.1.1. The Formation and Development of Marketing 4 1.1.2. Definitions of Marketing 5 1.1.3. Concepts of Marketing 7 1.1.4. Role of Marketing 8 1.2. Marketing Environment 8 1.2.1 Political and legal environment 9 1.2.2 Economic and Demographic environment 10 1.2.3 Cultural - Social environment 11 vii 1.2.4 Technological and Natural environment 11 1.3. Target Market Identification 12 1.3.1. Concept of market: 12 1.3.2. Market Classification 12 1.4. Positioning 14 1.4.1. Definitions 15 1.4.2. Positioning methods 16 1.4.3. Stages of market positioning: 17 1.5. Marketing-mix 17 1.5.1. Product strategy 18 1.5.2. Price strategy 19 1.5.3. Place (distribution) strategy 21 1.5.4. Promotion strategy 22 1.6. The relationships between product and other remaining factors of Marketing- mix: 26 Chapter 2: ANALYSIS OF MARKETING ENVIRONMENT AND CURRENT SITUATION OF MARKETING-MIX FOR BRAVIA LCD TV SERIES OF SONY VIETNAM 28 2.1. General introduction of Sony Vietnam 28 2.1.1. Overview of the Company 28 2.1.2. Objectives and Purposes of the Company 28 2.1.3. Main products of the Company 29 2.1.4. Activities and Sale performance of Bravia LCD TV Series 29 2.2. Target markets of Sony Vietnam: 31 2.3. Analysis of Marketing environment of Sony Vietnam 32 viii 2.3.1. Macro-environment 32 2.3.2. Micro-environment 35 2.4. Analysis of product positioning strategy of Bravia LCD TV: 41 2.5. Analysis of current situation of Marketing-mix for Bravia LCD TV Series of Sony Vietnam: 46 2.5.1. Product 49 2.5.2. Price 50 2.5.3. Distribution 52 2.5.4. Promotion 57 Chapter 3: SOME SOLUTIONS TO THE MARKETING MIX PLAN FOR BRAVIA LCD TV SERIES OF SONY VIETNAM IN 2012 62 3.1. Development orientations and objectives of Sony Vietnam 62 3.1.1. Development orientations: 62 3.1.2. Marketing objectives of Sony Vietnam 62 3.2. Some solutions of Marketing-mix plan for Bravia LCD TV Series of Sony Vietnam 63 3.2.1. Product: 63 3.2.2. Price: 65 3.2.3. Place/Distribution: 68 3.2.4. Promotion 71 3.2.5. Some support measures: 75 3.3. Marketing Action Plan from June to December, 2012 76 3.3.1. Objectives 76 3.3.2. Sales Activities 76 3.3.3. Promotional program 78 ix 3.3.4. Marketing Budget 83 CONCLUSION 88 LIST OF REFERENCES 89 LIST OF APPENDICES 90 89 LIST OF REFERENCES [1] [5]. Michael Baker, Mc Millan Dictionary of Marketing and Advertising, 2 nd edition (London: Macmillan, 1990) pg, 148-9. [2] [3]. http://heidicohen.com/marketing-definition/ [4]. http://en.wikipedia.org/wiki/Marketing#cite_note-paliwoda-a-6 [6]. Drucker, P. F. The practice of management, (New York: Harper & Brothers, 1954) pg. 37 [7]. Phillip Kotler, Gary Armstrong, John Saunders, Veronica Wong, Principles of Marketing, 2 nd European Edition (Financial Times/Prentice Hall, 1998) pg. 14 [8]. Phillip Kotler, Gary Armstrong, John Saunders, Veronica Wong, Principles of Marketing, 2 nd European Edition (Financial Times/Prentice Hall, 1998) pg. 379 [9]. http://en.wikipedia.org/wiki/Market_segmentation [10]. Phillip Kotler, Gary Armstrong, John Saunders, Veronica Wong, Principles of Marketing, 2 nd European Edition (Financial Times/Prentice Hall, 1998) pg. 379 [11]. Phillip Kotler, Gary Armstrong, John Saunders, Veronica Wong, Principles of Marketing, 2 nd European Edition (Financial Times/Prentice Hall, 1998) pg. 379 [12]. Al Ries and Jack Trout, "Positioning - The Battle for Your Mind." (New York: McGraw-Hill, 1983) [13]. Al Ries and Jack Trout, "Positioning - The Battle for Your Mind.", paperback edition (New York: McGraw-Hill, 2001) pg.19 [14]. Geoffrey Moore, “Crossing the Chasm”, (HarperCollins Publishers, 1991) [15]. Ass. Prof. Dr. Vu The Phu, “Quan tri Marketing”, (Labor & Society Publishing House, 2008) [16] Philip Koler, “Marketing management”, 11 st edition(Publisher: Pearson, 2002) pg 318 [17] [18]. Ass. Prof. Dr. Vu The Phu, “Quan tri Marketing”, (Labor & Society Publishing House, 2008) [19]: http://www.marketingpower.com/_layouts/Dictionary.aspx [20]. Ass. Prof. Dr. Vu The Phu, “Quan tri Marketing”, (Labor & Society Publishing House, 2008) . Một số giải pháp hoàn thiện Marketing mix cho dòng sản phẩm TV LCD Bravia của công ty Sony Việt Nam năm 2012 Vũ Xuân Tùng Trường Đại học Kinh. of Marketing- mix: 26 Chapter 2: ANALYSIS OF MARKETING ENVIRONMENT AND CURRENT SITUATION OF MARKETING- MIX FOR BRAVIA LCD TV SERIES OF SONY VIETNAM 28 2.1. General introduction of Sony Vietnam. THE MARKETING MIX PLAN FOR BRAVIA LCD TV SERIES OF SONY VIETNAM IN 2012 62 3.1. Development orientations and objectives of Sony Vietnam 62 3.1.1. Development orientations: 62 3.1.2. Marketing