A study on application of Marketing mix policy in VPS Securities Joint Stock Company

BANKING ACADEMY

FACULTY OF BUSINESS ADMINISTRATION

-------------------------------

GRADUATION THESIS

TOPIC:

A STUDY ON APPLICATION OF MARKETING MIX

POLICY IN VPS SECURITIES JOINT STOCK

COMPANY

Student : Ta Thi Kim Anh

Class : K20CLCM

Course : 2017-2021

Student code : 20A4030029

Lecturer : MSc. Nguyen Thi Thuy Ha

Ha Noi, 20th May, 2021

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GUARANTEE

I hereby declare that this graduation thesis is my own work, researched and

conducted on the basis of theoretical research and applied in practice. The thesis

was completed thanks to my own efforts and the support from the instructor - Mrs.

Nguyen Thi Thuy Ha of Banking Academy and colleagues at VPS Securities Joint

Stock Company, Dong Do transaction office at 35 Thi Sach, Hai Ba Trung, Hanoi.

All references in this essay are clearly cited, from true sources. The content of the

thesis does not coincide with similar studies that have been published before.

I accept full responsibility for this undertaking.

Ha Noi, 20th May 2021

Kim Anh

Ta Thi Kim Anh

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SPECIAL THANKS

I would like to express my sincere thanks to the Board of Directors and all

teachers in the Faculty of Business Administration and lecturers in Banking

Academy who have taught and imparted to me a lot of useful knowledge in this

field for four years at Banking Academy. In particular, I am very grateful to Mr.

Nguyen Thi Thuy Ha- lecturer has directly guided and helped me throughout the

process of implementing and completing this thesis.

During my internship and practical study at VPS Securities Joint Stock

Company at 35 Thi Sach, Hai Ba Trung, Hanoi, I also received the support and

guidance of colleagues in the brokerage department as well as in other departments.

I have learned a lot of knowledge and practical experience to apply to my thesis and

future work.

Thank you sincerely!

Ha Noi, 20th May 2021

Kim Anh

Ta Thi Kim Anh

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TABLE OF CONTENT

GUARANTEE ............................................................................................................ I

SPECIAL THANKS ..................................................................................................II

LIST OF DATA TABLES, DIAGRAMS, CHARTS, ACRONYMS..................... VI

INTRODUCTION.......................................................................................................1

1. NECESSITY OF RESEARCH TOPIC...................................................................1

2. RESEARCH PURPOSES .......................................................................................2

3. RESEARCH SCOPE AND OBJECTIVES ............................................................2

3.1. Research objectives...........................................................................................2

3.2. Research scope..................................................................................................2

4. METHODOLOGY..................................................................................................3

5. ORGANIZATION OF THE THESIS.....................................................................3

1. OVERALL MARKETING DEFINITION .............................................................4

1.1. Marketing definition.............................................................................................4

1.2. Marketing mix definition .....................................................................................4

2. IMPORTANCE OF MARKETING MIX POLICY ...............................................8

1.2.1 Marketing mix helps in a clean mix creation.....................................................8

1.2.2 Marketing mix helps in New product development...........................................8

1.2.3 Marketing mix helps increase the product portfolio ..........................................8

1.2.4 Marketing mix is a guide to improve a business................................................8

1.2.5 Marketing mix helps in differentiation ..............................................................9

1.2.6 Finally, marketing mix helps being dynamic.....................................................9

3. PROCESS OF MARKETING MIX .......................................................................9

3.1. Market analysis ....................................................................................................9

3.2 Organizing Marketing mix..................................................................................11

4. TOOL FOR PROCESS OF PLANNING MARKETING MIX POLICIES.........18

4.1. SWOT MATRIX................................................................................................18

4.2. SWOT Matrix analysis.......................................................................................19

5. FACTORS AFFECT ON MARKETING MIX POLICY.....................................21

5.1. Internal factors ...................................................................................................21

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5.2. External factors ..................................................................................................22

1.6 CHAPTER SUMMARY.....................................................................................24

1. VPS INTRODUCTION ........................................................................................26

1.1 History.................................................................................................................26

1.2. Strategic objectives ............................................................................................27

1.3. Vision .................................................................................................................27

1.4. Mission...............................................................................................................27

1.5. Core values.........................................................................................................27

1.6. Outstanding achievement...................................................................................27

1.7. Community activities.........................................................................................29

1.8. Departmentation and Organization ....................................................................30

1.9. Network..............................................................................................................32

1.10. Executive Board and Human Resources..........................................................32

2.1.11 Product Portfolio ............................................................................................33

2.1.12 SWOT Matrix of VPS....................................................................................34

2. APPLICATION OF VPS’S MARKETING MIX POLICY .................................35

2.1. Product policy ....................................................................................................35

2.2. Price policy.........................................................................................................37

2.2.3 Place policy ......................................................................................................40

2.4. Promotion policy................................................................................................43

2.5. Evaluation VPS’s Marketing mix application ...................................................44

3. CHAPTER SUMMARY.......................................................................................51

CHAPTER 3..............................................................................................................52

RECOMMENDATIONS FOR BETTER MARETING MIX POLICY OF VPS ....52

1. GENERAL DEVELOPMENT ORIENTATION OF VIETNAM'S STOCK

MARKET..................................................................................................................52

2. FUTURE DEVELOPMENT ORIENTATION OF VPS SECURITIES JOINT

STOCK COMPANY.................................................................................................54

3. RECOMMENDATIONS FOR IMPROVING VPS’S MARKETING MIX

POLICY ....................................................................................................................55

3.4 CHAPTER SUMMARY.....................................................................................57

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CONCLUSION.........................................................................................................58

LIST OF REFERENCE ............................................................................................60

APPENDIX...............................................................................................................61

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LIST OF DATA TABLES, DIAGRAMS, CHARTS

Table 2.1. VPS's full name of Board of Directors ....................................................33

Table 2.2. VPS's full name of Control Board ...........................................................33

Table 2.3. VPS's full name of Executive Board........................................................33

Table 2.4. Table of Common stock transaction fee of VPS......................................37

Table 2.5. Summary of transaction fees for underlying securities at VPS ...............38

Table 2.6. Investment cooperation package at VPS..................................................39

Chart 2.1. Top 10 securities companies with the largest stock brokerage market

shares listed on HNX in 2018 and 2019 ...................................................................46

Chart 2.2. Top 10 securities companies with the largest brokerage market share in

the UPCom market in 2018 and 2019.......................................................................47

Chart 2.3. Top 10 securities companies with the largest stock brokerage market

share in the derivatives market in 2018 and 2019.....................................................48

Diagram 1.1. Five levels of product………………………………………………..13

Diagram 1.2. How Corporate Mission affect Marketing mix policy………………21

Diagram 2.1. VPS company organizational chart………………………….............31

Diagram 2.2. The product portfolio of VPS………………………………………..33