A B2B Marketing Communications Plan

Abstract

This thesis was made as a development plan for a Vietnamese trade business selling advanced equipment – Machinery and Informatics Technology Joint Stock Company (MIT Jsc.). The expected outcome of the thesis is a digital marketing communication plan for MIT Jsc. to introduce its online presence and increase its brand awareness, thus larger its customer base across Vietnam.

At this moment, the case company is targeting at government institutions, authorities, and industrial organizations which have the needs for technology advancement from well-developed foreign countries to innovate their operational systems. MIT Jsc. has been applying its market insight, partnerships with foreign suppliers and experienced service engineers to do business mainly with several key clients and build strong relationships with them. Recognizing the rising trend in market demand, the firm’s director decided to expand its customer base by marketing communications via digital channels.

The main research method was desktop research, which studies a variety of secondary materials such as books, reports, research papers, and online articles. The thesis consists of three main chapters. Firstly, related marketing management theory was reviewed, from strategic marketing, organizational buying behavior, customer relationship management, to integrated and digital marketing communications. Next, business situation is analyzed to capture the market trends and revise the competitive position of the case company in its target markets. Finally, a digital marketing communications plan was developed based on those findings.

MIT Jsc.’s digital marketing communications plan is designed to raise in B2B customers’ mind the need to invest on modern equipment, increasing brand awareness in the online context, and integrating with other marketing efforts to build and sustain strong brand relationships. Messages are conveyed by various digital tools including the website, search engines, email, and social media, consistently emphasizing the firm’s online value proposition of using its expertise in modern technology to suggest the most suitable solutions for its clients and perform qualified services.