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Services are purchased because of the benefits they offer, and a first step in either creating a service or evaluating and existing one is to define the customer-benefit concept- that is, evaluate the core benefit that the customer will derive from the service
Chapter 1 Introduction !"# $% &'(()*'((+ ),-."'/*'0!, V F CFI*1(1),(1 2 + ! + 0 32 4351(1) 1.1. Statement of the problem 1(1) 5 + 0 6 7 40!4 51(1)( 1(1) 1.2. Objectives of the Study ) 1(1) &8 1(1) . # 1(1) 9 1(1) 1.3 Scope of the study ) ! ( + & 7 : ) & 0 & 1(1)2 1(1) ; 2<2 *)=(>(20:<=+ )?=')@+< A2+,B1(1) 1(1) 2(:( 1.4 Methodology 9 ) 9. ; 9# / 99 /51(1) 9% (5 9C 0 9- 11(1) 9 1 ( (. 1(1)D (# 1(1)(9 1(1)(% 1(1)(C2 <(- . INTRODUCTION METHODOLOGY LITERATURE REVIEW SITUATIONAL ANALYSIS RECOMMENDATIONS & CONCLUSIONS FORMULATE MARKETING STRATEGY CONCEPTUAL FRAMEWORK EMPIRICAL LESSONS Figure 1.1: Organiztion Chart of the Report # Chapter 2 Literature Review ; 1(1) 1(1) 2.1. Strategy and Strategic Management 0 ':*C, E 33 33) &' & ! & & ': *C,8 • 1 : • ' • F ( + 2'*-, + E7*.,5 ' F > ' *E G 7 $, 9 0 * 0 9H< $H0 / 2 -C, & ' 1(1) ' ++&: ?! 1(1) 2.2. Marketing Strategy for a Business Service Firm G@ *#, 1 D & : & / ! : *, 51 !* , ! 0 ! 2.2.1. Market Segmentation / *#, ) D (@ *$,! 58 (D 1 07 *-, D! 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Vietnam and international markets, acts as agent for patents and registration of trade and service marks and for protection industrial and intellectual property VIETCOCHAMBER is a very big organization with more than one thousand members (All organizations and individuals agreeing to the statutes of VIETCOCHAMBER, whether voluntarily applying for membership and accepted by Executive Committee of VIETCOCHAMBER,... tour agents, banks, etc The external environment analysis aims to identify both present and future opportunities and threats for a VFCFI that are basic factors to design marketing strategies 3.1.2 Internal Analysis Certo and Peter, (1990) defined the internal environment is the level of an organization and normally has immediate and specific implication for managing the organization Table 3.1 lists a. .. environmental analysis, (2) establish organizational direction (vision, mission, and objectives), (3) formulating organizational strategy, (4) implementing organizational strategy, and (5) exerting strategic control (See Figure 3.1) Step 1 Environmental Analysis Step 2 Establishing Organizational Direction Step 3 Strategy Formulation Step4 Strategy Implementation Step 5 Strategic Control FEED BACK Figure...PRIVATE SECTOR SUPPORT SERVICES CARRIER * Guiding Services * Travel Insurance and finance service * Travel trade press * Marketing support services * Guide and timetable publication PUBLIC SECTOR SUPPORT SERVICES PRODUCERS * Air transport * Sea trnasport * Rail transport * Road transport (coach, car hire) ACCOMODATION * Hotels/motels * Guest house * Villas * Apartments MAN-MADE ATTRACTIONS * Stately... control and evaluate marketing strategies, three distinct but related steps must be taken to carry out the strategic control process within a VFCFI 1 Measure its Performance 2 Compare its Performance to Goals and Standards 3 Take Necessary Corrective Action Chapter 3 suggests a conceptual framework for any VFCFI to design its marketing strategies Chapter 4 will report marketing activities in the VFCFIs and... and reveal the need of effective marketing strategies in these firms 24 Chapter 4 Marketing activities The first firm consulting to foreign investors was established in Vietnam in 1989, two years after the Foreign Investment Law had been accepted At that time, a consulting firm had to be a state-owned firm or a joint venture between a state-owned organization and a foreign partner The regulation No... economical, technological, legal matters and providing information regarding to the business partners (legal status, financial capacity, area of industry, management, market), and Services relating to administrative procedures: applying for the necessary licenses (open representative, branch offices, joint venture etc.) The provision of services in relation to common matters such as meals, accommodation,... 12 Chapter 3 Conceptual framwork Chapter 3 will base on the marketing strategies issues for a service firm discussed in Chapter 2 and secondary data regarding to Vietnamese market to design Conceptual Framework facilitating VFCFIs in formulating and implementing marketing strategies Certo and Peter, (1990) showed that the basic steps of the strategic management process including (1) performing an environmental... appraisal system Incentives systems Turnover MARKETING ASPECTS SERVICE ASPECTS Market segmentation Service strategy Pricing strategy Promotion strategy Distribution strategy Service quality Renewing service Research Business service diversification FINANCE Profit Investment Activity Source: 1990, Strategic Management: A focus on process, Samuel C Certo and J.Paul Peter A VFCFI must analyze its internal... the company may have homogeneous characteristics After segment the market, a VFCFI must answer the following questions: What consulting services?, With what distinguishing characteristics? To what target market segments? It means marketing mix should be tailored to market segmentation 3.3.2 Marketing Mix Strategies 20 Marketing mix for a business service firm as indicated in Chapter 2 includes service,