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Group Assignment:MARKETING STRATEGY FOR HCMCETC
LECTURER: Dr. Thang Nguyen
CLASS : MBAOUM 1113-K12C
SUBJECT: MARKETING STRATEGY
GROUP 1:
1. LNG QUC VINH (Team Leader)2. TRN L MINH3. NGUYN TH DUNG4. V HONG SN
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What is a new product?
TESTING SERVICE
For
ELECTRICAL HI-TECH
EQUIPMENT
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Market analysis:
1. Market demand:
Compulsory regulation made by the Government
Standards for electrical equipment (such asstandards of International Electrical Committee,
ANSI from USA, DIM from Germany, and so on)
Growth rate of electricity has reached theaverage of 6.5% since 2009 to now
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2. Market trends:
Smart-grid is increasing all over the world, such
as automated electrical substation, and
networks, advanced meter reading systems,
Demand Automation System, etc. In Vietnam: Strategy for developing smart-grid
issued by the Government from 2015 to 2030
Rapid development of electrically Integratedequipment; compact equipment; high voltage
undergrounded cables, etc.
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SWOT analysis
2. Weaknesses:
Labour efficiency is still low.
The average age of direct workers is high, 44% of them is
above 45 years-old.
The number of engineers is low (about 27%, while strong
competitors reached 40% per total labour)
R&D has still developed slowly.
Working style is not professional.
Customer care is not good.
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SWOT analysis
4. Threats:
High investment for purchasing modern testing equipment.
High cost for training hi-tech engineers, workers, and
leading experts in electrical testing industry.
Pressure made by competitors.
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BUILDING COMPETITIVE
ADVANTAGE
The firm should choose the Product
Leadership Strategy to build thecompetitive advantage. It means that the
company should offer most advanced, highest
quality products in industry.
In order to develop this strategy, the firm musthave resources and capabilities higher than
other competitors.
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BUILDING COMPETITIVE
ADVANTAGE
Common sources to create competitive
advantage:
1/ Relationship:- Very close relationship with Hochiminh City
Power Corporation, which is managing and
distributing electrical networks all over the
city. This is a VIP customer.
- Also quite familiar with 16 Power Sectors,
which are located in 24 districts in
Hochiminh City.
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BUILDING COMPETITIVE
ADVANTAGE
2/ Product advantage:
- Beginner in some hi-tech products, such as
testing service for high voltageunderground cable, programming service
for electronic meters, testing service for
Demand Automation System.
- Well-known brand (Big 4 in Vietnam)
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BUILDING COMPETITIVE
ADVANTAGE
3/ Human resource advantage:
Engineers have trained and approached hi-
tech and modern projects such as: GIS testingservice, Automated Meter Reading system,
Computed Controlling System for high voltage
substations, and so on.
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Establishing a strategy focus
The firm should combine two strategies as
follows:
-
Aggressive: Based on the competitiveadvantage, the firm can develop the new
product (i.e. testing service for electrically
hi-tech equipment)
- Turnaround: The firm should reform human
resource in order to respond the
requirements of its new product.
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Strategy Canvas
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Marketing Goals and Objectives
2015-2017: extending market
share to the central and the north
of Vietnam.
2020: becoming the leader in
Vietnam, and equaling other
companies in ASEAN.
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Target markets:
- Type of organization: statedowned enterprises; privatecompanies; Joint Stock Companies; FDI firms; Industrial
Zones; other business.- Buying process: call for bidding, direct negotiation, vendor
list.
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Positioning:
The firm should set up the positioning in the market as a
electrical testing service provider with the good quality.
The quality of the offered service must reach 4Crequirements, those are:
- Correct.
- Compliance.
- Criteria.
- Customer care.This is a PoD (Points of Difference) from other service
providers.
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Positioning:Another point in the positioning strategy of HCMCETC is that
the PoP (Points of Parity). Almost products and services of
HCMCETC have similar functionalities, and performances to
other competitors, such as: online testing service; offline
testing service; testing service for instrument equipment;
testing service for petrochemical products; repair and
maintenance of equipment, and so on.
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Thank you for attention
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