Internship report - Marketing situations and solutions for products of HaiHa Confectionery Joint - Stock Company

TABLE OF CONTENT

TABLE OF CONTENT

LIST OF TABLE

EXECUTIVE SUMMARY..................................................................................................... 1

CHAPTER1: OVERVIEW ABOUT HAIHA CONFECTIONARY JOINT- STOCK COMPANY 3

1.1.General introduction.......................................................................................................... 3

1.2 History and development progress................................................................................ 3

1.2.1 Period 1959 – 1961................................................................................................... 4

1.2.2 Period 1962– 1967.................................................................................................... 4

1.2.3 Period 1968– 1991.................................................................................................... 4

1.2.4 Period 1992 to 2002.................................................................................................. 5

1.2.5 Period 2003 to now................................................................................................... 5

1.3 Functions and missions................................................................................................... 6

1.4 Professions and business fields...................................................................................... 6

1.5 Organizational structure................................................................................................ 8

1.6 Business situation and result of HAIHACO in 4 recent years.................................... 9

CHAPTER 2: THEORETICAL FRAMEWORK............................................................. 17

2.1 Key terms and definitions............................................................................................ 17

2.1.1 Marketing................................................................................................................ 17

2.1.2  Marketing research................................................................................................ 17

2.1.3 Targeted customers................................................................................................. 18

2.1.4 Market segmentation............................................................................................... 18

2.1.5 Methods of segmenting customer markets............................................................. 18

2.2 Role of marketing......................................................................................................... 18

2.3 Factors affecting marketing activities......................................................................... 19

CHAPTER 3: FINDING AND ANALYSIS....................................................................... 24

3.1 Select target market...................................................................................................... 24

3.2 Product strategies.......................................................................................................... 25

3.2.1 Trade mark.............................................................................................................. 25

3.2.2 Packing.................................................................................................................... 26

3.2.3 Product catalogues.................................................................................................. 27

3.2.4 New product development....................................................................................... 28

3.3 Pricing strategies........................................................................................................... 29

3.3.1 Valuation methods:................................................................................................. 29

3.4 Distribution strategies................................................................................................... 30

3.5 Promotion mix strategies.............................................................................................. 32

3.5.1 Advertising............................................................................................................... 32

3.5.2 Sales promotion....................................................................................................... 32

3.5.3 Personal selling....................................................................................................... 33

3.5.4 Direct marketing..................................................................................................... 34

3.5.5 Public relations........................................................................................................ 34

3.6 Evaluate marketing situations : advantages and disadvantages............................... 35

3.6.1 Advantages.............................................................................................................. 35

3.6.2 Disadvantages......................................................................................................... 35

3.6.3 Reasons:...................................................................................................................... 36

CHAPTER 4: RECOMMENDATIONS............................................................................. 37

4.1 Development orientation of the company................................................................... 37

4.1.1 Enterprise development orientation........................................................................ 37

4.1.2 Orientation of marketing activities.......................................................................... 37

4.2 Solutions for marketing activities................................................................................ 38

4.2.1 Solution 1: People strategy...................................................................................... 38

4.2.2 Solution 2: Complete products................................................................................ 38

4.2.3 Solution 3: Finalize distribution channels.............................................................. 38

4.2.4 Solution 4: Pricing strategy..................................................................................... 38

SOLUTION............................................................................................................................. 39

REFERENCES...................................................................................................................... 40