How to get Nguyen Kim back to leader in technical consumer goods market in 2016 - 2018

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HO CHI MINH CITY OPEN UNIVERSITY UNIVERSITÉ LIBRE DE BRUXELLES

SOLVAY BRUSSELS SCHOOL OF

ECONOMICS & MANAGEMENT

MMCoM9

NGUYEN THI NGOC LAN

PHAM HUU LOC

HOW TO GET NGUYEN KIM BACK TO

LEADER IN TECHNICAL CONSUMER

GOODS MARKET IN 2016-2018

MASTER FINAL PROJECT

MASTER IN MARKETING AND COMMUNICATION MANAGEMENT

Ho Chi Minh City

(2016)

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COMMITMENTS

The authors – Nguyen Thi Ngoc Lan and Pham Huu Loc - produced this project

together with materials retrieved from either public sources or Nguyen Kim’s.

The paper was made exclusively for the completion of Master in Marketing and

Business Management, Solvay Brussels School. No substance was used or would be

for any other purpose.

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ACKNOWLEDGEMENTS

I would like to express my appreciation to Assoc. Prof. Hoang Thi Phuong

Thao, Ph. D and Mr. Nguyen Le Thai Hoa, MMA for their supports and

supervision of this final project.

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LETTER OF RECOMMENDATION

We are writing to confirm that the project entitled:

HOW TO GET NGUYEN KIM BACK TO LEADER IN TECHNICAL

CONSUMER GOODS MARKET IN 2016-2018

Which was prepared by Ms. Nguyen Thi Ngoc Lan and Mr. Pham Huu Loc has

satisfied requirements for a Master project in Marketing and Communication

Management. They are now qualified to present it to the Jury.

Yours sincerely,

Academic Tutor, Assoc. Prof. Hoang Thi Phuong Thao (Ph. D)

Practical Tutor, Nguyen Le Thai Hoa (MMA)

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TABLE OF CONTENT

COMMITMENTS........................................................................................ 3

ACKNOWLEDGEMENTS ......................................................................... 4

CHAPTER 1: INTRODUCTION.............................................................. 11

1.1. Vietnam Retail Market Overview:................................................... 11

1.2 Vietnam Consumer Electronics Market:......................................... 13

1.3 Nguyen Kim introduction:................................................................ 15

1.3.1 History: ........................................................................................................ 15

1.3.2 Nguyen Kim’s Vision - Mission – Objectives:............................................. 16

1.3.3 Nguyen Kim’s Marketing Activities............................................................ 16

1.4 Problem statement and Rationales: ................................................. 17

1.5 Project objectives:............................................................................. 18

1.6 Scope and limitation of the project:................................................. 18

1.7 Methodology:..................................................................................... 19

1.8 Structure of the project: ................................................................... 19

CHAPTER 2: LITERATURE REVIEW.................................................. 21

2.1 Introduction:......................................................................................... 21

2.2 Brand nature and scope.................................................................... 21

2.2.1 Brand definition........................................................................................... 21

2.2.2 Scope of the brand:...................................................................................... 22

2.3 Retailer format:................................................................................. 22

2.4 Store image:....................................................................................... 22

2.4.1 Some definitions:.......................................................................................... 22

2.4.2 Store image dimension: ............................................................................... 23

2.4.2.1. Commercial/marketing image of store: ..............................................................23

2.4.2.2. Social image of the store ...................................................................................24

2.4.2.3. Strategic image of the store ...............................................................................25

2.4.2.4. Store personality ...............................................................................................25

2.5 Store Satisfaction .............................................................................. 25