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Marketing Plan For Viettel

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Hanoi School of Business MBA Programme Marketing Plan for Prepared by NGUYEN HUU HUNG DOB: 03/02/1982 Total pages: 23 Hanoi, 2nd June 2009 ABSTRACT In today's globally competitive world customers expect more, have more choices and they need the best for the amount they spend. So, marketing strategic plan has become so important in this aspect. In this report I have discussed about Viettel and suggested strategic frame work that they could have to implement to have competitive advantage in the market. Table of Contents Abstract 1 Table of Contents 2 Executive summary 3 1. Introduction 4 1.1 Vietnam Telecommunication market 4 1.2 Emerging Market China and India 5 2. Company Background 6 3. Situation Analysis 9 3.1 PEST Analysis 9 3.2 Market Demand 12 3.3 Customer Analysis 13 3.4 Competitive Analysis 13 3.5 Competitive Position 13 3.6 Performance Matrix 13 4. Applying Porters Five Forces 14 5. SWOT Analysis 15 6. Critical Success Factors 15 7. Marketing Problem 16 8. Strategic Marketing Framework 17 8.1 Offensive Strategy 17 8.2 Improve Differentiation Advantage 18 9. Marketing Mix of Viettel 19 10. Conclusion 21 11. Appendix: Questionnaire 22 Executive Summary This report outlines findings of PEST and SWOT analysis conducted on Viettel's Micro and Macro environment. In this research i used two main types: quantitative analysis and qualitative analysis. For quantitative mothod, i collected data about Viettel and Telecommunication Industry also, then processing it by statistics tools before drawing a conclusion. Meanwhile, in qualitative analysis, i used questionnaire with sample size of 150 and interviewing focus group. PEST analysis on one hand shows importance of Socio-Cultural factors which affects Viettel in Vietnam, the SWOT analysis shows that Viettel's main weakness of its lack of understanding customers preferences and TV commercial is not helpful that makes them less competitive in Vietnam Telecommunication market. 1. Introduction: 1.1 Vietnam Telecommunication Market: Vietnam's mobile phone market has grown at a rate of 160-170 percent per year in recent years, according to a VNPT representative. ...read more.


Therefore, Technological factors can lower barriers to entry, reduce minimum efficient production levels. 3.2 Market Demand: The statistic done by The Ministry of Planning and Investment shows that up to May 2009, Vietnam has more than 82.2 million subscribers, of the figures mobile telephones were accounted for 81%, take it to 98 mobiles per 100 people. Of 82.2 million subscribers, there are 34% are of Viettel. Vietnam is one of ten countries has the fastest growth rate in telephone subscribers in the world. For 3 years from 2003 to 2006, the Vietnamese mobile market has been booming with an incredible compound annual growth rate of 79.7%. In 2003, the number of subscribers was only around 2.76 million, mainly high-income users, but in 2006 mobile services have become accessible even to the low-income users, and the number has increased to 16.02 million. The Vietnamese mobile market continues to expand with the new entrants, EVN Telecom in November 2005 , and HT Mobile in late Q4, 2006. Therefore, we forecast that the number of subscribers could reach as high as 53 million mobile phones (Active SIM Card Number), reaching at 59.38% of penetration by 2010. Our estimated compound annual growth rate (CAGR) from 2006 to 2010 is 34.85 %. Unlike European countries, or Japan, Vietnam embraces both GSM and CDMA technologies. The government has favors for technology trials to make the most of new innovations. Its goal is to spread telecommunications as a main factor for the country's economic development. Receiving huge FDI inflows continuously, the mobile industry in Vietnam is composed of the latest technology. The Next Generation Network (NGN) backbone has been developing since 2001, CDMA 2000 1x EVDO was already exploited in 2006, and WCDMA is expected to be available in 2007. Mobile Number Portability (MNP) and fixed- mobile substitution are on the government agenda. Thereby, the next few years will witness a rapid expansion of the Vietnamese mobile market not only in terms of subscribers but also in technology and services. ...read more.


Viettel Mobifone Sfone Other: I chose this carrier because of: Quality Price Promotion Brand name C. ABOUT THE SERVICES I have been using telecom service for: Under 1 year 1 --> 3 year 3 --> 5 year 5 --> 7 year Over 7 year Do I had used other carrier? Yes No The reason I changed: * Better service * Better price * Promotion * Convenience * Job requirement * Other My budget for telecom service per month: * Unver 100.000 VND * 100.000 --> 300.000 VND * 300.000 --> 500.000 VND * 500.000 --> 1.000.000 VND * 1.000.000 --> 1.500.000 VND * Over 1.500.000 VND 3 most satisfied factors: * Quality * Stable wave * Customer care * Value added * Price * Promotion My most used functions: * Hear * Call * SMS * Chat - email * News reading * Value added * GPRS/WAP * Customer care * Other My most rarely used functions: * Hear * Call * SMS * Chat - email * News reading * Value added * GPRS/WAP * Customer care * Other Does method of payment conveniene? Yes No T�i cam nhan v� thuong hieu m�nh dang d�ng: * Friendly * Closely * Credible * Creative * Precisive * Professional * Humorous D. OVERALL EVALUATION Pls. set grade for telecom services you used or knew about (Grade rank from 1 --> 10. Grade 10 means exellent, Grade 1 means disappointed) Viettel Mobile Sfone 1.Brand name 2.Quality service 3.Stable wave 4.Convenience 5.Price 6.Promotion 7.Value added 8.Covered area 9.Customer care 10.Advertising Total: (You need not to calculate) Thank you very much for your supporting us! 1 The Kano method offers some insight into the product attributes which are perceived to be important to customers. The purpose of the tool is to support product specification and discussion through better development team understanding. Kano's method focuses on differentiating product features, as opposed to focusing initially on customer needs ?? ?? ?? ?? This document was downloaded from Coursework.Info - The UK's Coursework Database - http://www.coursework.info/ This document was downloaded from Coursework.Info - The UK's Coursework Database - http://www.coursework.info/ 23 ...read more.

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