CONTENT Chapter I: GENERAL THEORETICAL MARKETING 1.1 The Basics of Marketing 1.1.1 General Concept of Marketing .1 1.1.2 Importance of Marketing for the operation of the business 1.1.2.1 Marketing view 1.1.2.2 Importance of Marketing for businesses .3 1.2 Marketing mix 1.2.1 The concept of the marketing mix 1.2.2 Strategy Marketing mix 4P (Marketing-mix) 1.3 Marketing Environment of Business 1.3.1 Environmental Marketing outside 1.3.1.1 Macro Environment 1.3.1.2 Environment Sector 13 1.3.2 Environment within 17 Chapter 2: INTRODUCTION ABOUT HUY KHANH IMPORT EXPORT AND COMMERCIAL JSC 18 2.1 The process of formation and development of the Corporation and Export Import Trade Huy Khanh 18 2.2 Functions and responsibilities of the company 19 2.2.1 Function 19 2.2.2 Mission 20 2.3.The organizational structure of the Company 20 2.3.1 The situation of the company's personnel .20 2.3.2 Organizational structure chart .22 2.3.3 Function and duties of each department in the company 22 2.3.3.1 Functions and duties of Surveyors Topcon 22 2.3.3.2 Function and task analysis, electronic 23 2.3.3.3 Functions and tasks Administration – Accounting .23 2.3.3.4 Functions and tasks Import Export 23 2.3.3.5 Functions and tasks Warranty 24 2.4 Advantages and disadvantages of company 24 2.4.1 Advantages 24 2.4.2 Difficulties 24 2.5 Results of operations of the Company for 2010 – 2011 24 Chapter 3: ANALYZE MARKERTING ACITVITES FOR GPS MEASURING EQUIPMENT IN HUY KHANH JSC 28 3.1 GPS measuring equipment consumption results in 2010-2011 period in Huy Khanh JSC .28 3.2 Analyzing mix marketing activities for GPS measuring equipment in Huy Khanh JSC 30 3.2.1 Situation of mix marketing activities for GPS equipment 30 3.2.2.1 Product policy .30 3.2.2.2 Price policy 34 3.2.2.3 Distribution policy .36 3.2.2.4 Sale promotion policy 39 3.3 Marketing environment analysis 42 3.3.1 Outside environment .42 3.3.1.1 Macro environment 42 3.3.1.2 Industry environment 47 3.3.2 Internal environment .55 3.3.2.1 Human resources: 55 3.3.2.2 Financial resources 55 3.3.2.3 Goodwill: 56 3.3.2.4 Retionship between Topcon department with others 57 3.4 SWOT analysis 58 Chapter 4: SUGGESTIONS TO ENHANCE MARKETING ACTIVITIES FOR GPS-MEASURING EQUIPMENT IN HUY KHANH IMPORT EXPORT AND COMMERCIAL JSC 60 4.1 Strategy to enhance marketing activities of GPS measuring equipment in Huy Khanh JSC 60 4.1.1 Development plans in the near future 60 4.1.2 Strategy to enhance marketing activities for GPS measuring equipment .60 4.2 Suggestions for marketing activities for GPS measuring equipment in Huy Khanh JSC .61 CONCLUSION .74 REFERENCES 75 Chapter I GENERAL THEORETICAL MARKETING 1.1 The Basics of Marketing 1.1.1 General Concept of Marketing There are many definitions of marketing is being widely used According to the statistics not thing there are a few thousand definitions of marketing, but the definition is not very different, and no single definition is considered to be correct, because the authors are of the opinion its own, and it is important to always exercise and Marketing developed to suit the new situation should be the definition of Marketing must also change in economic conditions, political, social, to match the trend development of the times We'll look at some of the most typical definition of Marketing in ascending order of time First of all the term Marketing first appeared in the United States, so we will look at the American Marketing Association Marketing definition issued in 1985: "Marketing is the process of planning and implementation of policies products , price, distribution, promotion and support of business goods, ideas or services to carry out exchange activities to satisfy the purpose of the organization and individuals " For Christian Gronroos, a study of the Marketing: "Marketing is the activity set up, maintain and strengthen long-term relationships with customers in a beneficial way to meet the objectives of the parties This is represented by the exchange between the parties and meet the promises "(1990) According to Professor Philip Kotler, Marketing shall be construed as follows: "Marketing is a social management process, by which individuals and groups can get what they need and want through creating , offering and exchanging products of value with others "(" Basic Marketing ", Philip Kotler, 2005) The marketing concept has been updated to suit the new business conditions So, the American Marketing Association has launched a new definition of Marketing: "Marketing is the management function of the business, communication is the process of creating and distributing value to customers and the management process customer relations by ensuring benefits to the enterprise and its shareholders "(2004) "Marketing is a collection of activities, structural mechanisms and processes to create, communicate and distribute valuable things for consumers, customers, partners, and society at large" (2007) From these concepts, we can draw some comments as follows: First Marketing and work towards satisfying the needs of consumers, Monday Marketing is not a phenomenon that is a process derived from the market research stage, the need to search to find products to satisfy their needs and then this process is repeated, the third thing we can see that Marketing is the combination of measures and solutions throughout the business process, from market research, proceed to production planning (what, how much, how) and the pricing for its products and services set established distribution channels and sales promotion activities to satisfy the demand has been detected from the market research stage 1.1.2 Importance of Marketing for the operation of the business 1.1.2.1 Marketing view Marketing is so widespread but not from the very beginning has developed into a complete theory, and in practice this is not all businesses are well aware of fully and apply marketing theory to management business of the enterprise So far it has been summarized from the existing practice point marketing management: Perspective focused on production: production-oriented perspective that consumers preferred range of products are widely sold at lower prices Therefore, business managers must focus on increasing the scale of production and expand the scope of consumption Perspective focuses on products and finishing products: Given that consumers always preferred the highest quality products many uses and features So the business managers want to succeed must always focus resources on creating the best quality products and constantly improving them Focus on sales perspective: Given that consumers often conservative, have inertia with attitude hesitate, hesitate in the procurement of goods So, to be successful businesses need to focus all resources and efforts to the promotion of sales and promotions Marketing point of view is the business philosophy is challenging previous views The central tenet of which is formed in the mid-1950s Marketing point of view asserts that the key to achieving the goals of the organization is to identify the needs and wants of the target market and ensure the desired level of satisfaction with the effective methods and effective than the competitors Social marketing point of view: The mission of the enterprise is to determine the true needs, wants and interests of target markets on the basis of ensuring that satisfy the needs and desires effectively and efficient than the competition, at the same time preserve or enhance the prosperity of consumers and society After considering the five point of view we can see that the socio-ethical marketing perspective is best suited to the situation of the market is fiercely competitive today, the impulse of the process of international economic integration economy will inevitably cause significant boost businesses must understand and apply essential business marketing perspective 1.1.2.2 Importance of Marketing for businesses Today is not a business that started in the business not want to add your business to the market Because in the open market mechanism only such business can hope to survive and develop Enterprise is a business entity, a living organism of economic life Body which need metabolism with habitat outside market Metabolic processes such as occur frequently, continuous, large-scale body healthy In contrast, the exchange takes place, the body that weak fan turn and premature death A business exists definitely have functional activities such as manufacturing, financial, human resources But in a market economy, human resources management function is not enough to ensure that businesses exist and as there is nothing to make sure the success of the enterprise, if separate it from other functions-functions connected to all activities of the enterprise market This function of a field of other management-Marketing management As such, Marketing connected production activities of the enterprise market, that is to ensure that business activities of market-driven business, know your market-needs and desires of customers prop firm for all business decisions 1.2 Marketing mix 1.2.1 The concept of the marketing mix Set of four key variables (product, price, distribution and sales promotion) constitute a business marketing plan is called the marketing mix (marketing mix) The four elements of Marketing - Mix interaction, decision factors will affect the operation of the remaining three factors ("Marketing", Tran Minh Dao, 2002) Four key elements of the marketing mix is illustrated visually in the following figure: Figure 1.1: The four elements of the Marketing Mix Source: The "Marketing Mix" Explained, mba-online-program.com (20/07/2011) FOUR "P" OF MARKETING MIX - Product: Management of factors including product planning and development right goods and services that the company will put on the market - Price: the amount of money that customers pay for the product To decide wholesale business, retail, discount, discounts and deferred payment terms Price of business should correspond to the perceived value of the goods, if - not selected, the buyer will turn to competitors products Place: Select and manage the channels of commerce to occupy the products target market at the right time and logistic systems development and product - transport Promotion: Includes various business activities conducted to inform and promote their products to the target market 1.2.2 Strategy Marketing mix 4P (Marketing-mix) Marketing-mix is a set of variables that can control and business management and it is used to try to achieve the impact and influence of the target customers The components of the marketing-mix is known as: a Product Products is the first and most important element of the system Marketing mix In view of Marketing, the product is essentially all of the benefits that the company offered to customers and they feel Each unit offered products are made up of many different elements These factors are classified into three basic levels: First, the core element is the nature of the product that is the basic benefits, this is the product idea Second, the tangible element of the product, the product is known as a reality for consumers These are the elements that make up the entity as the characteristics of product use, quality standards, designs and colors Third, aspects of expansion of the product, also known as finished products - that's the whole product accompanying services Related products with a series of decisions that each company has to pay attention that: decisions about product features, decisions related to packaging and services, product mix decisions and product line To form the decision, the administrator must have all the necessary information from customers - competition and market considerations from the company We'll learn more about the product decisions: - Decide on product characteristics - Decision packaging options - Decide on the type and product portfolio - Decide on the services supplied with the product b Price In pricing for new products, enterprises can pursue the following basic objectives: To survive (higher cost), to maximize immediate profit, to increase market share, to quick recovery of capital, leading to quality There are also other objectives are: a business can be used to serve a number of more specific objectives Enterprises can set prices low to prevent competition or pricing by competitors to stabilize the market, the price can be decided at maintaining prestige as well as support or to dealers avoid the interference of government When determining the price for a product, especially new products, businesses should consider the following price policy applies two: - Pricing lucrative market (Market-Skimming Pricing) - Market penetration pricing c Distribution strategy (Place) The basic content of the marketing distribution policies in new product design and sales network management in early stage businesses launch products to market Network sales channel that is set with the participation of the different stakeholders have different power and prestige to bring goods from producers to customers successfully The design and management of new sales channels to sell the goods of the business must meet the following basic requirements: One is consistent with the nature of the product, the other is to create favorable conditions for customers access and buy products easily, three is to examine the distribution of competitors and finally distribution channels to ensure that the company increased sales and establish lasting relationships firm to the intermediary There are three main distribution channels following: - Distribution of privilege - Selective Distribution - Distribute widely d Strategic sales promotion (Promotion) This is one of the four main tools of marketing-mix and it becomes increasingly effective and important that companies can use to impact on the target market The nature of the promotion is the transmission of information about products and businesses to customers to persuade them to purchase Promotion policy mix consists of five major tools are: - Advertise - Marketing - Promotion - Public relations - Sales Each mixed promotion tool has its own characteristics and its cost, so the selection of tools and policy coordination tools in the promotion mix, marketers must understand the characteristics of each tool when selecting as well as to consider the factors affecting the structure of mixed promotion tools such as: type of product market, push and pull strategy, buyer readiness stage, the period stages in the life cycle of the product 1.3 Marketing Environment of Business To build business strategies, the study of environmental factors Marketing is very important, it can help businesses capture opportunities and foresee the risk to be prevented Environmental marketing environment consists of internal and external environment First we will learn about the external marketing environment 10 policies and complete the Company marketing activities to improve the profitability of the Company in the near future 4.2 Suggestions for marketing activities for GPS measuring equipment in Huy Khanh JSC Suggestion 1: Expansion in GPS measuring equipment’s distribution agents of Huy Khanh JSC Objection − Expand the distribution system to every province in the country − Increase sales of distribution channels: 30% in the North and the South, 20% in the Central during 2012 and stabilize in the next few years − Establish the long-term cooperation relationship with sales agents Situation − Distribution channels are just in Hanoi and Ho Chi Minh areas, so the effectiveness is not good − Distribution channels are not efficient with GPS equipment Sales through agents are lower than direct sales − Cannot control the counterfeits or the old equipment from agents, so Huy Khanh JSC cannot be known as Topcon official distributor − Cannot control if sales agents sell equipment of other brand and detract from the Company’s merit Besides, the agents not have sufficient knowledge about the equipment; or the after-sale service is not comfortable, all these things can detract from Huy Khanh JSC’s merit Content Based on the situation and customer demand with GPS equipment, the Company will launch a new distribution system in about months a Seeking for new agent Firstly, the Company should obtain information about the market in provinces, customers and customer demand The following table present market analysis in GPS equipment demand in the entities in more than 20 provinces in the country, taken by Topcon Surveying Department during 2010 Nguyen Van Thanh 61 Table 4.1: Results in analyzing customer demand with GPS equipment No 10 11 12 13 14 15 16 17 18 19 20 Province Number of customer in Number of customer the province interesting Thai Nguyen 245 27 Vinh Phuc 212 21 Son La 216 25 Lai Chau 231 23 Đien Bien 226 19 Nam Đinh 200 29 Hai Phong 220 26 Quang Ninh 250 30 Nghe An 280 35 Ha Tinh 243 15 Hue 200 14 Thanh Hoa 230 27 Quang Binh 179 10 Gia Lai 215 23 Khanh Hoa 169 20 Phan Thiet 198 Soc Trang 187 19 An Giang 167 13 My Tho 156 12 Ca Mau 203 23 Source: Market analysis report in 2010- Topcon’s surveying Department According to Table 4.1, the Company can choose provinces to set distribution channels: Nghe An, Quang Ninh, Hai Phong, Son La, Thai Nguyen, Gia Lai, Khanh Hoa and Ca Mau Mentioned-above customers are state-owned entities under Ministry of Natural Resources and Environment, Ministry of Construction and Ministry of Transport They have investment capital for equipment acquisition We have to gain their trust in Topcon’s product We should make relationship with highly potential customers like them before competitors b Selected members on distribution channels Based on deeply relationship with partners, the Company has found out entities which meet the requirement for distribution channel of GPS equipment Criteria are more than 20 billion legal capital; more than year experience in equipment trade; Nguyen Van Thanh 62 and more than billion sales of Topcon product Belows are the list of potential distributors: Table 4.2: Selected entities to be distributor No Entity ABN Equipment JSC Phục Hung Construction Equipment JSC Minh Tam Surveying Equipment Located Thai Specialize in Construction Nguyen machine and Thai equipments Construction Nguyen machine and Son La equipments Construction JSC equipment and Dai Viet Measuring Equipment and materials testing Electonics and Hai Phong Control Device JSC environment Giai Phap Viet JSC meter Surveying Hai Phong deformation solution and T&C Industrial Distribution JSC equipment Quang Ninh Distribution surveying machine and Hon Gai technology and equipment accessorises Quang Ninh Equipment commercial JSC supplier for Quang Ninh Thanh Vinh technology and commercial JSC Nghe An mines Surveying equipment supplier Nguyen Van Thanh 63 No Entity Surveying Solution JSC Located Gia Lai Specialize in Measure equipment and 10 Nam Thanh Commercial JSC Hoa An Equipment JSC Khanh Hoa Ca Mau solution Industrial machine Enviroment meter We select GPS equipment distributors from table 4.2 They have experiences and have a closely relationship with customers Moreover, the Company can trust in those based on long-term relationship between the two The Company will give potential distributors a clear view of potential of GPS equipment in the technology development trend and offer them a chance to cooperate with incentives policy for new distributors about price and promotion c Training about product features and sales experience on GPS equipment for agents The Company will design a 2-week training course to introduce product features and customer approach This course will be held at the head office, after announcing official distributors Each agent has at least representatives The first week is about the equipment and the second is introducing skills to approach and persuade customers Below is the content: Table 4.3: Agent training course No Content Theoretical basis of Surveying Theoretical basis of GPS Expect schedule day day measurement Topcon GPS equipment User manual Equipment used practise Fix equipment Test Customer seeking skill Customer persuade day day days days day day day Nguyen Van Thanh 64 10 Customer characteristics day The course facilitator is Head of Topcon Hanoi and Ho Chi Minh Division After finishing, agents have to operate dependenly on the assigned market Training course about new products will be held annualy So that agents can update information and consult customers better d Distributor encouragement The Company acknowledges the inefficient business situation of distributors I propose some agent policies to promote the GPS equipment consumption as following: Nguyen Van Thanh 65 Payment policy GPS equipement great value is an obstacle, because agents can not have enough money to pay 100% contract amount So that the Company should implement proper payment policies, suggestions are the followings Table 4.4: Payment policy with agents No Contract amount Less than billion Payment 50% when delivery and 50% left after Less than 1.5 billion 15 calendar date from delivery 50% when delivery and 50% left after Less than billions 30 calendar date from delivery 50% when delivery and 50% left after More than billions 45 calendar date from delivery 30% when delivery and 70% left after 60 calendar date from delivery Discount policy Depend on annual marketing program; the Company declare discount rate for each product quarterly The discount amount will be repayed on the 20 th day of next quarter The following is the discount policy when buying in bulk Table 4.5: Discount rate when buying in bulk No Number of Total amount Discount rate on contract amount equipment GPS equipment GPS equipment GPS equipment 1.2 billion 1.6 billion billions 2% 3% 4% Reward policy in the end of the year Rewards and trophies are based on agent revenue The reward is a one-week aboard trip Nguyen Van Thanh 66 Table 4.6: Reward in the end of the year No Agent revenue Reward More than billions Trip to Singapre More than billions Trip to Europe More than billions Trip to USA Reward policy will be amended annualy, depend on marketing policy The new one will be published between 15th December and 15th January each year Commodity policy The Company ensure about the supply of equipment to help agents meet the sales target and market demand If the supply is not enough, the Company will allocate priorities of purchase order date and agent’s sales target Faulty equipement due to the Company or the manufacture can be returned and exchanged with a new one The product sample will be delivered to agents to introduce Faulty equipment must not be sold in any circumstances Transportation policy The Company will deliver to agent’s store within Hanoi and Ho Chi Minh city; and to intercity bus with purchase order beside Hanoi and Ho Chi Minh city If delay due to lack in transportation, the Company will refund the transportation fee for agents Cost estimation Cost for selecting and training agents for GPS equipment are as follow: Table 4.7: Selecting and tranining cost estimation No Content Cost to understanding market - Travel fee ( Company’s car) Cost for dinner Staff per dium Nguyen Van Thanh Cost estimated (million dong) 120 20 50 50 67 Training cost for agents 84 - Room (at the Company) Handout Water cost Facilitators (Company’s 0 - staff) Trainee’s per dium 2 80 Cost to support agents in displaying 140 - Signs, posters - Catalogue of products Recruitment cost for agent’s manager: manager with millions a month Total cost estimation Benefits of the suggestion 120 p.a 464 millions dong Based on distribution analysis in Table 3.3, I estimate cost and the potential of the suggestion, see below: Table 4.8: Evaluate suggestion results No Content Agent sales in 2010 (1) Agent revenue in 2011 (2) Average revenue in years Revenue for an agent (3) Total expected revenue of the suggestion (4) Expected profit in a year Amount (in VND) 1.5000.000.000 4.000.000.000 2.750.000.000 392.000 000 3.136.000.000 930.000.000 Total expected cost 404.000.000 According to table 4.8, revenue for an agent equals to average revenue in years divide the number of existing agents (7 agents) Total expected revenue is (3) times Nguyen Van Thanh 68 the number of new agent planned ( agents) Expected profit is 30% of total revenue So, the suggestion is feasible and its benefits are:  Set up a distribution system in potential markets; have a basis to expand to other areas  Create a long-term commitment between the Company and the existing agents based on mutual interest  Motivate agents  Increase customer awareness with GPS equipment and Huy Khanh JSC brand name Suggestion 2: Training personal selling skills for staff in Topcon sales department of Huy Khanh JSC Objection − Enhance selling skill for Topcon sales department − Increase salesman’s revenue 20% − Motivate and create long term commitment with employees Situation − Topcon sales deparment has 15 staff, most of them have background in techniques such as surveying, geography,… but lack of selling skills like negotiation, persuation and customer care − Customer complaint about after sale service So potential customers or packages are lost due to salesman skills − The Company wants to improve human resources and has human development plan in the next years − Revenue of salesman is low or even no sales at all, despite their efforts Content: The Company will professionalize sales department, avoid concurrence The Company will separate customer seeking part, customer care staff, and a department of delivery and user manuals The Company should organize sales forces in the form of specialization in geography and type of work Each salesperson is assigned to a specific geographic Nguyen Van Thanh 69 area, commonly known as sales or marketing areas Currently, in the North, there are some highly potential provinces, so the Company need to recruit more staff ro expand its market in those provinces Recruitment In actual requiment, Topcon department is lack of province manager So it needs a recruitment plan, 10 employees expected Requirements for the candidates as follows:  Having good sales skills: customer access, customer classification, presentation and persuasion  Planning skill and reporting the results  Ability to work independently  Dynamic, enthusiastic, creative, able to travel  Priority is given to candidates with experience in Marketing and graduated from the surveying related technical colledge Training All marketers need to be trained in order to improve sales skills, product knowledge, improving governance and customer identification skills The company will organize training activities two times a year on 10th June and 10th January each year Moreover, one selected staff will be sent to Singapore office for training on new products in October each year Table 4.9: Training program for salesperson No Training course Communication skill Phone answering skill Emailing skill Negotiation skill Nguyen Van Thanh Content How to communicate effectively Duration days Answering customer call and day make a phone call to customer Equipment proposal email day Negotiate price and equipment days contract 70 Basis knowledge about Product knowledge days surveying, equipment and solutions for common problem; Measuring and testing practice For soft skills like communication, phone answer, negotiation, email… it shoult be internal training It means that the Managemnet Board will select a staff who have experience and well knowledge of relevant content to share experiences, while others can comment Besides, a professional specialist will teach day about these skill Thereby helping all employees have more experience in resolving difficult situations As in product training, the person who is responsible for the product line will exchange instructions about product The company will invite a Surveying lecture from University of Mines and Geology to direct guide on theory and measurement skills for new employees Cost estimation Cost estimation for salesperson training Unit price: million dong Table 4.10: Cost estimation for activities to strenghthen sales force No Content Cost for times training (in VND) Room rental cost (the Company) Handout 4.000.000 Water cost 4.000.000 Specialist hire cost 10.000.000 (Customer access skill) Lecture hire cost form University of 20.000.000 Mine and Geology (4 days – lectures) Nguyen Van Thanh 71 Travel cost 10.000.000 Training cost in Singapore 30.000.000 (1 week) Employment cost for a year 700.000.000 (10 employees) - Salary Annual bonus 600.000.000 100.000.000 Total cost 778.000.000 Suggestion’s benefit Analysis the following table to consider the suggestion possibility: Table 4.11: Evaluate suggestion’s possibility No Content Amount Salesperson revenue in 2010 (1) Salesperson revenue in 2011 (2) Average revenue in years Average revenue for a person (3) Total expected revenue of the (in VND) 9.000.000.000 11.800.000.000 10.400.000.000 700.000.000 7.000.000.000 suggestion (4) The best expected profit in a year 2.100.000.000 Total cost 778.000.000 Analysis based on 15 existing and 10 new salespersons Average revenue for a person equals average revenue in years divide 15 emplyees Total expected revenue of the suggestion equals (3) times 10 new employees So the suggestion is feasible and profitable Besides, it brings benefits, such as:  Motivate salesperson  Access and expanding market to the potential provinces which not have sales agents  Create employee commitment with the Company; save labour cost to create excellent staff Nguyen Van Thanh 72  Improve salesperson quality is to improve the Company’s position and brand name in the market CONCLUSION In the market economy, the trend of global integration and create opportunities for business development and also create many challenges To survive and grow, any enterprise has to attempt to improve their competitive position, reasonable Marketing solutions is one of the key for enterprises to maintain and develop their competitiveness; especially for Vietnamese enterprises They have to compete with foreign rivals with experiences, abundant capital and high level of technology, Therefore, Marketing is one of the vital issues For the research purpose, this dissertation is about: - Systematize the basic of Marketing and mix marketing; analyze the key - factors affecting the business operation Based on surveys and actual situation in Huy Khanh JSC, analyze and evaluate the factor affecting Topcon’s GPS measuring equipment when joining - Vietnamese market Research and provide some suggestion to enhance marketing activities to for GPS measuring equipment in Huy Khanh JSC Nguyen Van Thanh 73 Nguyen Van Thanh 74 REFERENCES Huy Khanh JSC operating reports in 2010 and 2011 Tran Minh Đao (2002), Marketing, Thong Ke Publisher Philip Kotler (2007), Basic Marketing, Lao Đong Xa HoI Publisher Philip Kotler (1997), Marketing management, Vice Dr Vu Trong Hung translator, Thong Ke Publisher Hoang Le Minh (2007), Marketing in business administration, Hanoi Publisher Michiael E.Porter (2009), Competitive stretegy, Tre Publisher Al Ries, Jack Trout (2005), Positioning: the battle for your mind, Thong Ke Publisher Nguyen Dinh Thọ, Nguyen Thi Mai Trang (2007), Marketing theory, Ho Chi Minh National University Publisher Phan Thi Ngoc Thuan (2008), Guidance for business strategy and competitive analysis 10 Website Nguyen Van Thanh 75 ... ENHANCE MARKETING ACTIVITIES FOR GPS- MEASURING EQUIPMENT IN HUY KHANH IMPORT EXPORT AND COMMERCIAL JSC 60 4.1 Strategy to enhance marketing activities of GPS measuring equipment in Huy. .. ACITVITES FOR GPS MEASURING EQUIPMENT IN HUY KHANH JSC 28 3.1 GPS measuring equipment consumption results in 2010-2011 period in Huy Khanh JSC .28 3.2 Analyzing mix marketing activities... 60 4.1.2 Strategy to enhance marketing activities for GPS measuring equipment .60 4.2 Suggestions for marketing activities for GPS measuring equipment in Huy Khanh JSC .61 CONCLUSION