Một số giải pháp hoàn thiện Marketing mix cho dòng sản phẩm TV LCD Bravia của công ty Sony Việt Nam năm 2012

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1 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: 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

2 TABLE OF CONTENTS Hanoi i ACKNOWLEGEMENT... i ABSTRACT... ii TÓM TẮT... iv TABLE OF CONTENTS... vi TABLE OF FIGURES... x INTRODUCTION Reasons to choose this topic Objectives of the Study Subjects and Scope of the Study Methods of study and process of data Significance of the Topic: Structure of the Thesis:... 3 CHAPTER 1: LITERATURE REVIEW Overview of Marketing The Formation and Development of Marketing Definitions of Marketing Concepts of Marketing Role of Marketing Marketing Environment Political and legal environment Economic and Demographic environment Cultural - Social environment vi

3 1.2.4 Technological and Natural environment Target Market Identification Concept of market: Market Classification Positioning Definitions Positioning methods Stages of market positioning: Marketing-mix Product strategy Price strategy Place (distribution) strategy Promotion strategy The relationships between product and other remaining factors of Marketingmix: Chapter 2: ANALYSIS OF MARKETING ENVIRONMENT AND CURRENT SITUATION OF MARKETING-MIX FOR BRAVIA LCD TV SERIES OF SONY VIETNAM General introduction of Sony Vietnam Overview of the Company Objectives and Purposes of the Company Main products of the Company Activities and Sale performance of Bravia LCD TV Series Target markets of Sony Vietnam: Analysis of Marketing environment of Sony Vietnam vii

4 Macro-environment Micro-environment Analysis of product positioning strategy of Bravia LCD TV: Analysis of current situation of Marketing-mix for Bravia LCD TV Series of Sony Vietnam: Product Price Distribution Promotion Chapter 3: SOME SOLUTIONS TO THE MARKETING MIX PLAN FOR BRAVIA LCD TV SERIES OF SONY VIETNAM IN Development orientations and objectives of Sony Vietnam Development orientations: Marketing objectives of Sony Vietnam Some solutions of Marketing-mix plan for Bravia LCD TV Series of Sony Vietnam Product: Price: Place/Distribution: Promotion Some support measures: Marketing Action Plan from June to December, Objectives Sales Activities Promotional program viii

5 Marketing Budget CONCLUSION LIST OF REFERENCES LIST OF APPENDICES ix

6 LIST OF REFERENCES [1] [5]. Michael Baker, Mc Millan Dictionary of Marketing and Advertising, 2 nd edition (London: Macmillan, 1990) pg, [2] [3]. [4] [6]. Drucker, P. F. The practice of management, (New York: Harper & Brothers, 1954) pg. [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]. [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]: [20]. Ass. Prof. Dr. Vu The Phu, Quan tri Marketing, (Labor & Society Publishing House, 2008) 89