ĐẠI HỌC QUỐC GIA HÀ NỘI KHOA QUẢN TRỊ VÀ KINH DOANH - NGÔ VIỆT HÀ TOWARDS THE FORMULATION OF A NEW MARKETING MIX STRATEGY OF HABECO IN THE NEW ECONOMIC ERA XÂY DỰNG CHIẾN LƯỢC MARKETING MIX TẠI HABECO TRONG THỜI KỲ MỚI LUẬN VĂN THẠC SĨ QUẢN TRỊ KINH DOANH Hà Nội - 2017 ĐẠI HỌC QUỐC GIA HÀ NỘI KHOA QUẢN TRỊ VÀ KINH DOANH - NGÔ VIỆT HÀ TOWARDS THE FORMULATION OF A NEW MARKETING MIX STRATEGY OF HABECO IN THE NEW ECONOMIC ERA XÂY DỰNG CHIẾN LƯỢC MARKETING MIX TẠI HABECO TRONG THỜI KỲ MỚI Chuyên ngành: Quản trị kinh doanh Mã số: 60 34 01 02 LUẬN VĂN THẠC SĨ QUẢN TRỊ KINH DOANH NGƯỜI HƯỚNG DẪN KHOA HỌC: TS HOÀNG ANH TUẤN Hà Nội - 2017 DECLARATION The author confirms that the research outcome in the thesis is the result of author‟s independent work during study and research period and it is not yet published in other‟s research and article The other‟s research result and documentation (extraction, table, figure, formula, and other document) used in the thesis are cited properly and the permission (if required) is given The author is responsible in front of the Thesis Assessment Committee, Hanoi School of Business, and the laws for above-mentioned declaration Ha Noi, 07 August 2017 Ngo Viet Ha i ACKNOWLEDGMENT Writing a master thesis is a gratifying but difficult and sometimes nerve wrecking endeavor that few engaged in because it requires a lot of sacrifices and hard work from the researcher However, at the end of one‟s task, one experiences a wonderful feeling of joy, happiness, relief and fulfillment The researcher would like to extend her sincerest gratitude and thanks to the following people who were very instrumental in the fulfillment of this research study Associate Prof HOANG DINH PHI, Ph D., President of Hanoi School of Business and Management, for his untiring effort and belief that this program is possible thus enabling us to pursue the MBA degree; DR HOANG ANH TUAN, Ph D., thesis adviser, for his guidance and endless support for the improvement of this study To ALL THE HSB PROFESSORS, for their support and guidance extended throughout the graduate studies in Hanoi School of business and management, Vietnam; HSB STAFF, for providing me the necessary research materials provided to us; MANAGERS and EMPLOYEES of Hanoi Beer Alcohol Beverage joint stock corporation, my Respondents, for their patience and cooperation in answering the questionnaire and for other data given; MY FAMILY and FRIENDS, for the love and support in one way or the other; and TO ALL who have contributed to make this study a success Ngo Viet Ha ii TABLE OF CONTENTS DECLARATION i ACKNOWLEDGMENT ii List of figures v List of Tables vi INTRODUCTION 1 Rationale Literature review Aims of research Objects of research Scope of research Research methodology Thesis structure CHAPTER THEORETICAL BACKGROUND ON MARKETING MIX STRATEGY 1.1 Definition of terms 1.2 Strategic Marketing Planning Process 1.2.1 Marketing Situation Analysis 1.2.2 Marketing Strategy Design 12 1.2.3 Marketing Mix Program Development 15 1.2.4 Implementing and Managing Marketing Strategy 23 CHAPTER 2: APPLICATION OF THEORY: A CASE OF HABECO COMPANY26 2.1 Introduction of HABECO 26 iii 2.2 Statement of the Problems 28 2.3 Conceptual framework 29 2.3.1 Research Design 31 2.3.2 Respondents of the study 32 2.3.3 Sample and Sampling Techniques 32 2.3.4 Research Instruments 33 2.3.5 Data gathering procedures 34 CHAPTER 3: RESULTS AND DISCUSSIONS 35 3.1 Profile of the Respondents in Terms of Selected Variables 35 3.2 Respondents‟ Perception on the Marketing Mix Strategies of HABECO Company in Hanoi City 38 3.3 Significant Difference on the Respondents‟ Perception on the Marketing Mix of HABECO Company in Hanoi City 44 3.4 Findings 51 CONCLUSION, LIMITATION AND IMPLICATION 54 Conclusion 54 Limitation 55 Implication 55 REFERENCES 57 APPENDIX A 58 APPENDIX B 59 iv List of figures Figure 1.1 Strategic marketing processes 11 Figure 1.2 Selecting a marketing strategy 14 Figure 1.3 Price determination process 21 Figure 2.1 Illustrates this conceptual framework 31 v List of Tables Table 1: Frequency Distribution, Percentage and Rank of the Respondents‟ Profile in Terms of Age 35 Table 2: Frequency Distribution, Percentage and Rank of the Respondents‟ Profile in Terms of Gender 35 Table 3: Frequency Distribution, Percentage and Rank of the Respondents‟ Profile in Terms of Civil Status 36 Table 4: Frequency Distribution, Percentage and Rank of the Respondents‟ Profile in Terms of Educational Attainment 36 Table 5: Frequency Distribution, Percentage and Rank of the Respondents‟ Profile in Terms of types of Respondents 37 Table 6: Frequency Distribution, Percentage and Rank of the Respondents‟ Profile in Terms of Monthly Income 37 Table 7: Respondents‟ Perception on the Marketing Mix Strategies of HABECO Company in Hanoi City In Terms Of Product 38 Table 8: Respondents‟ Perception on the Marketing Mix Strategies of HABECO Company in Hanoi City In Terms Of Price 39 Table 9: Respondents‟ Perception on the Marketing Mix Stategies of HABECO Company in Hanoi City In Terms Of Place 41 Table 10: Respondents‟ Perception on the Marketing Mix Strategies of HABECO Company in Hanoi City In Terms Of Promotion 42 Table 11: Composite table of General Weighted Mean of Respondents‟ Perception on the Marketing Mix Strategies of HABECO Company in Hanoi City 43 Table 12: Computed F_value on One-Way ANOVA of the significant Difference between the Respondents‟ age and their perception on the Marketing Mix Strategies of HABECO Company in Hanoi City 44 Table 13: Computed F_value on One-Way ANOVA of the significant Difference between the Respondents‟ Gender and their perception on the Marketing Mix Straegies of HABECO Company in Hanoi City 46 vi Table 14: Computed F_value on One-Way ANOVA of the significant Difference between the Respondents‟ Civil Status and their perception on the Marketing Mix Strategies of HABECO Company in Hanoi City 47 Table 15: Computed F_value on One-Way ANOVA of the significant Difference between the Respondents‟ Educational Attainment and their perception on the Marketing Mix Strategies of HABECO Company in Hanoi City 48 Table 16: Computed F_value on One-Way ANOVA of the significant Difference on the Respondents‟ Perception on the Marketing Mix Strategies of HABECO Company in Hanoi City when grouped according to Customers, Retailers and Wholesalers 50 vii INTRODUCTION Rationale Vietnam‟s domestic beer industry is preparing itself for fierce competition from foreign beer companies after the signing of the Trans Pacific Partnership (TPP), a U.S led free trade agreement Under the TPP, Vietnam will reduce its imported beer tax from 35 percent to zero percent Vietnam represents a clear market opportunity for foreign beer brands Unlike some of the other countries in the region, Vietnam has a strong culture of beer drinking According to the Vietnam Beer, Alcohol, and Beverage Association, Vietnam is one of the region‟s largest consumers of beer, ranking behind only China and Japan In 2015, consumption levels reached 3.4 billion liters; a 2.5 percent increase year on year The beer market has seen an average growth of 10 percent per year With the conclusion of the Trans Pacific Partnership in sight, competition in Vietnam‟s beer market is only expected to intensify To succeed in this environment, companies must consider the market trends that will likely shape the industry over the next few years This will help them understand the challenges they will encounter and transform these challenges into opportunities for process improvement, enhanced flexibility and, ultimately, greater profit-ability As everyone known developing effective marketing strategies for a company is the key to success in its target market Marketing helps companies to maximize product sales through deployment of product policy, pricing, distribution and promotion, to maximize the satisfaction of consumer, to maximize choice of consumers Marketing activities have become essential for both sellers and buyers in all spheres of social life When lack of understanding of the market will not have the policy basis to access to market, to maximize sales to maximize profits, will not even satisfy customers to the risk of losing customers and finally defeat in the competition This study will find out solutions to help HABECO become one of powerful corporations, holding the leading role in the beer manufacturing industry convenient when finding places to drink beer in Hanoi” corresponding to level 3,9 and ranking first of all and lowest mean for “I usually drink Hanoi beer in the popular restaurant” corresponding to level N and ranking last of all Overall respondents assessed all items of promotion with mean of 2,5 corresponding to level R The item “it is myself habits” obtained biggest mean of 3,8 corresponding to level O The item “It have the event discounts, gifts or prizes games” obtained smallest mean of 1,7 corresponding to level N and ranking last Overall respondents assessed all aspects of marketing mix with mean of 3,1 corresponding to level S The item “price” obtained biggest mean of 3,6 corresponding to level O The item “promotion” obtained smallest mean of 2,5 corresponding to level R In term of product, Sig.=0,141>0,05 allows us to accept hypothesis Ho There is no significant difference in age of respondents and their perception on product In term of price, Sig.=0,139>0,05 allows us to accept hypothesis Ho There is no significant difference in age of respondents and their perception on price of marketing mix implemented by the company In term of place, Sig.=0,001