market research on plywood and paper of cau duong timber factory

Tran Thi Phuong Mai - 345B

Ministry of education and training

Phuong dong private university

Business department

final report

Title:

market research on Plywood & notepaper

For

cau duong factory

By

Tran Thi Phuong Mai

Supervisor: Tran Van Hung, MBA

In fulfillment of the BBA degree

May - 2000

Tran Thi Phuong Mai - 345B

Phuong dong university

Title: market research on plywood and paper of

cau duong timber factory

Author : Tran Thi Phuong Mai

Student number : 345208

Faculty : business department

Research company : cau duong timber factory

Supervisor : Tran Van Hung, MBA

Date : may 2000

Tran Thi Phuong Mai - 345B

Table of content

ACKNOWLEDGEMENTS

Executive Summary...............................................................................1

Chapter I: Introduction.......................................................................... 4

I. Establishment and Development History of Cau Duong factory..........4

1. Establishment................................................................................................4

2. Organization Framework...............................................................................5

3. Characteristic of Base line of Business..........................................................6

4. Asset and Equity............................................................................................8

II. The Important of This Theme...............................................................10

Chapter ii: literature review.....................................................12

I. Overview.................................................................................................12

II. Some Concepts Related to the Research...............................................12

1. Term “Market”............................................................................................12

1.1. Definition....................................................................................................12

1.2. Functions of market....................................................................................15

2. Marketing concept.......................................................................................16

2.1. Definition....................................................................................................16

2.2. The Role of Marketing in Practice of a Firm..............................................17

3. Marketing Research....................................................................................18

3.1. Definition....................................................................................................18

3.2. The Duty of Marketing Research...............................................................20

III. Economic Environment..........................................................................20

1. Environment of the economy......................................................................20

2. Industry Structure........................................................................................22

2.1. Plywood Production....................................................................................22

2.2. Note-paper Procession................................................................................24

Summary...........................................................................................................26

Chapter iii: research methodology........................................27

Chapter iv: results / findings.......................................................30

I. Results.....................................................................................................30

1. Business Activity Analysis..........................................................................30

2. Competition Situation..................................................................................32

2.1. Domestic competitors.................................................................................32

2.2. Foreign rivals.............................................................................................33

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Tran Thi Phuong Mai - 345B

2.3. Position of Cau Duong Factory in the Market...........................................35

3. Potential Market.........................................................................................37

3.1. Note-paper Production...............................................................................37

3.2. Market of Plywood for Construction.........................................................38

4. Political and Legal Factors.........................................................................40

5. Demographic factors..................................................................................41

6. SWOT Analysis..........................................................................................42

II. Findings...................................................................................................44

1. Real State of Marketing Research in Cau Duong Factory.........................44

2. Elements Affect on Selling-price of Cau Duong Factory..........................46

Summary...........................................................................................................47

Chapter v: limitations......................................................................49

Chapter VI: conclusions and recommendations.............50

I. Conclusions.............................................................................................50

II. recommendations...................................................................................51

1. Improving Awareness of the Factory’s Staff about Marketing..................51

1.1. Solution to Consolidate and Expand the Market.......................................52

1.2. Marketing Research Activity of Cau Duong Factory in short term..........53

1.2.1. Establishing a Temporary Marketing Staff................................................53

1.2.2. Entrusting all Department with Task of doing Market Research..............53

in near future

2. Cau Duong Factory should set up a Marketing Staff..................................56

3. Solution to Improve Product Quality and Reduce Price.............................58

3.1. Improving Quality.......................................................................................58

3.2. Improving Price Policy...............................................................................59

Appendix 1: questionnaire...............................................................61

Appendix 2: charts.................................................................................67

Appendix 3: bibliography..................................................................68

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Tran Thi Phuong Mai - 345B

Acknowledgements

The writing of this thesis has been made possible because of the guidance,

encouragement, good will and practical help of a number of people and

organization.

I am particularly indebted to my supervisor, Tran Van Hung, MBA, lecturer of the

National Economic University, for his valuable guidance, criticism, comments,

corrections, and for his kindly encouragement during the development of this

study. His suggestions and recommendations were as much appreciated as his

endurance, patience and genuine interest in this thesis

I would like to express my deep gratitude to all my teachers at Phuong Dong

University, who have been helping me for the past four years.

I am grateful to managers, officers and staff at Cau Duong Timber Factory, where

I carried out practice, for giving me time and great co-operation.

I would also like to thank the respondents, officers and staff from various

companies that I visited for their time, patience and cheerful acceptance.

Most of all, my appreciation and gratitude is due to my parents, my brother and

my friends, who encouraged me in many ways to fulfill this study.

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Tran Thi Phuong Mai - 345B

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Tran Thi Phuong Mai - 345B

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