Marketing Strategy Planning - A Case Study of S Telecom Company for the period from 2011 to 2016: Masters thesis of Business Administration

MEIHO UNIVERSITY

Graduate Institute of Business and Management

MASTERS THESIS

Marketing Strategy Planning

- A Case Study of S Telecom Company for the

period from 2011 to 2016

In partial fulfillment of the requirements for the degree of

Masters of Business Administration

Advisor: Dr. Shao-Hsi Chung

Co-advisor: Dr. Le Cao Thanh

Graduate Student: Nguyen Ngoc Tu

December, 2010

I

ACKNOWLEDGMENTS

This thesis could not have been done without the inputs and contributions of many

people.

First of all, I would like to express my greatest appreciation to the Principal Office

of HCMC Industrial University (HUI) as well MEIHO University (MU) for giving me the

opportunity to study and research in this program. The program gives us opportunity to

approach modern management technology and skills which are very useful for our

contribution to our country development.

I would like to express my deepest gratitude to my supervisor, Dr. Shao-Hsi Chung

for his extraordinary guidance and enormous academic during the course of my study. His

enthusiasm for science and people has inspired me deeply and I cannot thank him enough

for all of his support and guidance.

I am very thankful to Dr. Le Cao Thanh for his kindness on evaluating my thesis as

a second supervisor and his willingness to help me whenever I need.

My thanks go to all Professors in MEIHO University- Taiwan and HUI- Viet Nam

for providing help and stimulating a wonderful environment for study and research.

Thanks go to and all experts for their valuable advice on in some stages of my research.

Special thanks go to Phan Minh Tuan and my friends for their valuable help and

friendship.

My deepest thanks go to my daughter and my wife for their unconditional love and

encouragement during the entire period of my study.

I cannot thank enough my parents-in-law for their love and unconditional support

in all stages of my study and life. I am indebted with my parents and my sister and my

younger brother for providing enormous moral and financial support.

II

Marketing Strategy Planning - A Case Study of S

Telecom Company for the period from 2011 to

2016

ABSTRACT

Marketing is one of the most significant activities for the survival and development

of a business as well as indispensable to the market economy. It is considered as a bridge

between companies and customers. Companies can inform customers directly about its

products and services. Customers also know useful information and have more buying

options so that companies will sell faster and more products.

In reality, many companies in Vietnam have not made efficient marketing plans,

including the S Telecom Company.

For all above mentioned reasons , along with the explosion of marketing activities of

competitors and the customers are more and more fastidious, doing search in order to find

out an effective marketing strategy to help S Telecom company survive and develop is an

urgent task in the current period.

The study has both scientific and practical aspects. The first aspect is reflected in

giving the basic theory in marketing, marketing-mix as well as other factors in the

marketing-mix activities. Furthermore, the study combines the strategic theory to solve

marketing problems. Practicality is reflected in the use of marketing and strategic theory,

the mathematical tools, the existing resources of the company as well as environmental

factors to solve problems in marketing activities business.

The results of research have been found two most appropriate marketing strategies for S

Telecom Company. Some suggested solutions for marketing strategy implication should be

implemented.

Keywords: Marketing, Marketing – mix, Marketing Management, Marketing Strategy,

Marketing Planning, Matrix, External Factors, Internal Factors, S Telecom.

III

Marketing Strategy Planning - A Case Study of S

Telecom Company for the period from 2011 to

2016

Contents

ACKNOWLEDGMENTS .........................................................................................................I

ABSTRACT..............................................................................................................................II

Contents .................................................................................................................................. III

Tables....................................................................................................................................... V

Figures..................................................................................................................................... VI

Chapter1 Introduction ............................................................................................................... 1

1.1 Background and Motivation ........................................................................................... 1

1.2 Research Purposes, Objectives and Questions ............................................................... 2

1.3 Research Scope and Limitations.................................................................................... 3

1.4 Research Procedure......................................................................................................... 3

1.5 Definition of Terms ........................................................................................................ 5

1.5.1 Strategy. .................................................................................................................. 5

1.5.2 strategic management.............................................................................................. 6

1.5.3 Strategic planning. .................................................................................................. 6

1.5.4 Marketing................................................................................................................ 6

1.5.5 Marketing-mix. ....................................................................................................... 6

1.5.6 Marketing strategy. ................................................................................................. 6

1.5.7 S telecom................................................................................................................. 6

Chapter 2 Literature Review..................................................................................................... 8

2.1 Marketing Strategy ......................................................................................................... 8

2.1.1 Levels of marketing strategy................................................................................... 8

2.1.2 Types of marketing strategy.................................................................................... 9

2.2 Marketing Strategy Planning ........................................................................................ 13

2.2.1 Process of marketing strategy planning. ............................................................... 13

2.2.2 Marketing strategy formulation. ........................................................................... 14

2.2.3 Tools of marketing strategy formulation. ............................................................. 36

Chapter 3 Research Methodology........................................................................................... 41

IV

3.1 Research Methods......................................................................................................... 41

3.1.1 In-depth interview................................................................................................. 41

3.1.2 Survey. .................................................................................................................. 42

3.2 Research Framework .................................................................................................... 43

3.3 Subjects and Sampling.................................................................................................. 46

3.3.1 Subjects................................................................................................................. 46

3.3.2 Sampling. .............................................................................................................. 46

3.4 Data collection .............................................................................................................. 47

3.5 Reliability and Validity................................................................................................. 48

3.6 Data Analysis................................................................................................................ 49

3.6.1 Qualitative analysis............................................................................................... 49

3.6.2 Quantitative analysis............................................................................................. 49

3.7 Summary of Chapter..................................................................................................... 50

Chapter 4 Research Analysis and Findings ............................................................................ 51

4.1 In-depth Interview......................................................................................................... 51

4.1.1 Experts’ demographics.......................................................................................... 51

4.1.2 In-depth interview data analysis and results. ........................................................ 53

4.2 Survey ........................................................................................................................... 55

4.2.1 Respondents’ demographics. ................................................................................ 55

4.2.2 Validity and Reliability......................................................................................... 57

4.2.3 Survey Data Analysis and Results. ....................................................................... 58

4.3 Determining Possible Alternative Marketing Strategies .............................................. 61

4.4 Selecting the Most Appropriate Marketing Strategy .................................................... 64

4.4.1 Intensive growth strategies. .................................................................................. 64

4.4.2 Integrative growth strategies................................................................................. 66

Chapter 5 Conclusion, Suggestion and Petition...................................................................... 69

5.1 Conclusion .................................................................................................................... 69

5.1.1 The vision, mission, long-term objectives and target market of S telecom.......... 69

5.1.2 The possible marketing strategies for S telecom. ................................................. 70

5.1.3 The most appropriate marketing strategies for S telecom. ................................... 71

5.2 Some Suggested Solutions for Marketing Strategy Implication................................... 71

5.2.1 Market penetration strategy. ................................................................................. 71

5.2.2. Backward integration strategy. ............................................................................ 73

5.3 Petition.......................................................................................................................... 74

V

References............................................................................................................................... 76

Attachment 1-Questionnaire 1 ................................................................................................ 78

Attachment 2-Questionnaire 2 ................................................................................................ 81

V

Tables

Table 3-1 Summary of Interviewees’ Biography...............................................................42

Table 3-2 Response Rate of Survey and In-depth Interview .............................................48

Table 4-1 In-depth interview - Demographic Statistics with Frequency and Percentage..52

Table 4-2 Survey - Demographic Statistics with Frequency and Percentage....................56

Table 4-3 Cronbach’s Alpha for Four Factors...................................................................58

Table 4-4 One-sample t test Result for Opportunities and Threats ...................................58

Table 4-5 One-sample t test Result for Strengths and Weaknesses...................................60

Table 4-6 SWOT Matrix....................................................................................................62

Table 4-7 Intensive Growth Strategies ..............................................................................64

Table 4-8 Integrative Growth Strategies............................................................................66