Increasing mobifone 3G market share in Hochiminh city

TRÖÔØNG ÑAÏI HOÏC MÔÛ TP. HCM UNIVERSITEÙ LIBRE DE BRUXELLES

HO CHI MINH CITY OPEN UNIVERSITY SOLVAY BRUSSELS SCHOOL

MBMM5

PHAN DINH PHI LONG

INCREASING MOBIFONE 3G MARKET SHARE IN

HOCHIMINH CITY

MASTER PROJECT

MASTER IN BUSINESS & MARKETING MANAGEMENT

Prof. Dr. LE NGUYEN HAU

Ho Chi Minh City

(2012)

DECLARATION

I declare that this final project contains no material that has been accepted for the

award of any degree of diploma in any universities or other institution and contains no

material previously published or written by another person, except where due

reference is made

I undertake that this is the project of my own. Figures and result which are mentioned

in this project are righteous

Project Author

PHAN DINH PHI LONG

ACKNOWLEDGEMENT

To fulfill this MBA program and final project, I own a debt of gratitude to many people

who helped me complete this thesis. First and foremost, I would like to express my

deepest acknowledgement to my supervisor, Prof. Dr. Le Nguyen Hau from Ho Chi

Minh City University of Technology (HCMUT), who has supported me throughout my

thesis with his patience, knowledge, valuable advice and recommendations.

Special thanks are extended to my colleagues at Customer Care, Planning & Sales

department of VMS Center 2, Value Added Services Center in Ho Chi Minh City –

who supported me valuable information to this thesis.

I would like to acknowledge all professors from Solvay Business School, HCMC Open

University staffs, my classmates for their assistance and co-operation during my two￾year’s time at the MBMM program.

Finally, I remain indebted to my family - my mother, my wife and children for their

unceasing support, encouragement throughout all my studies.

TABLE OF CONTENTS

Contents Pages

Abbreviations and acronyms iii

Tables, Charts & Figures iv

EXECUTIVE SUMMARY

1

CHAPTER I: INTRODUCTION

3

1.1 Background 3

1.2 Mobifone introduction 5

1.3 Problem statement 7

1.4 Objective 10

1.5 Scope of works 10

1.6 Methodology 10

1.7 Structure of study 11

CHAPTER II: ENVIRONMENTAL ANALYSIS

12

2.1 External environment factors 12

2.2 Market Analysis 17

2.3 Competitors analysis 20

2.4 Internal Analysis 26

2.5 SWOT Analysis 30

2.5.1 Strengths 30

2.5.2 Weaknesses 31

2.5.3 Opportunities 31

2.5.4 Threats 32

2.5.5 SWOT implications 32

CHAPTER III: MARKETING PLAN FOR MOBIFONE 3G

SERVICES AND ACTION PLAN

36

3.1 Marketing objective 36

3.2 Marketing strategic plan 36

3.3 Marketing Mix 36

3.3.1 Product 38

3.3.2 Price 39

3.3.1 Place 39

3.3.4 Promotion 39

3.3.5 Budget Allocation 43

3.3.6 Evaluation 44

CHAPTER IV: CONCLUSION 45

REFERENCE 47

APPENDIX 48

Survey questionnaires 51

Result of private survey in chart 56

ABBREVIATIONS

ABBREVIATIONS MEANING

VMS : Vietnam Mobile Telecommunication Services

VNPT : Vietnam Post & Telecommunications

VAS : Value Added Services

ICT : Information and Communications Technology

PR : Public Relation

IT : Information Technology

MIC : Ministry of Information and Communications

3G : The Third Generation Technology

CPI : The Consumer Price Index

GDP : Gross Domestic Product

WTO : World trade Organization

POSM : Point Of Sales Material

POP : Point Of Purchase

ATL : Above The Line

BTL : Below The Line