Analyzing and developing business to business marketing strategy case study VNPT-IT
Dao, Tung (2020)
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020052714630
https://urn.fi/URN:NBN:fi:amk-2020052714630
Tiivistelmä
VNPT Information Technology is a company operating in information technology business which was established in 2018. It is a subsidiary of VNPT Group with the task of developing information technology products and services to serve organizations, enterprises and government. However, the information technology market in Vietnam is developing, leading to this business becoming more competitive. Therefore, the company needs an appropriate marketing strategy to improve sales numbers and its competitiveness on the market. The objective of this thesis was to analyze the current marketing strategy of VNPT-IT and provide recommendations for development.
In the theoretical part, the thesis included the theoretical framework of segmentation, position and targeting in B2B marketing and the 4Ps of marketing mix.
The qualitative methodology was implemented through an interview with the manager of marketing and sales department of the company and participant observation during the internship. The empirical part explained the background information of VNPT-IT. In addition, SWOT analysis, segmentation, position and targeting will be explained to obtain a deeper understanding about company strengths, weaknesses, opportunities, threats and its operation. Furthermore, the four factors of marketing mix which are product, price, place and promotion will be analyzed. The final section contains recommendations for improvement and conclusion.
In the theoretical part, the thesis included the theoretical framework of segmentation, position and targeting in B2B marketing and the 4Ps of marketing mix.
The qualitative methodology was implemented through an interview with the manager of marketing and sales department of the company and participant observation during the internship. The empirical part explained the background information of VNPT-IT. In addition, SWOT analysis, segmentation, position and targeting will be explained to obtain a deeper understanding about company strengths, weaknesses, opportunities, threats and its operation. Furthermore, the four factors of marketing mix which are product, price, place and promotion will be analyzed. The final section contains recommendations for improvement and conclusion.