Internship Report Planning Marketing For Water Gate Valves At Company

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TON DUC THANG UNIVERSITY
FACULTY OF BUSINESS ADMINISTRATION
DEPARTMENT OF BUSINESS ADMINISTRATION
PROFESSIONAL INTERNSHIP REPORT
Planning marketing for water gate valves at minh hoa thanh
import export and trading co., ltd.
HO CHI MINH CITY 4/2023

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FEEDBACK OF INTERNSHIP COMPANY
Student’s name: Duong Boi Ngoc Student ID: 71406301
Class: 14070610 Academic Year: K18
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Ho Chi Minh City, Date………………
Supervisor
(Full name ands signature)

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FEEDBACK OF SUPERVISOR
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Ho Chi Minh City, Date…………………………………
Counterargument Lecturer
(Full name and signature)

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EVALUATION OF COUNTERARGUMENT
SUPERVISOR
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Ho Chi Minh City, Date…………………………………
Management Executive Officer
(Full name, Signed and Sealed)

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TABLES OF CONTENTS
TABLES OF CONTENTS..............................................................................................6
INTRODUCTION...........................................................................................................9
CHAPTER 1..................................................................................................................10
OVERVIEW OF THE COMPANY FOR INTERNSHIP.............................................10
1.1 Overview of Minh Hoa Thanh Import Export And Trading Co., Ltd. (Minh Hoa
Thanh)............................................................................................................................10
1.1.1 Operation and Development .........................................................................10
1.1.2 Business Operation Performance of Minh Hoa Thanh for the period 2015-
2017........................................................................................................................17
1.1.3 Organization Structure of Minh Hoa Thanh
1.1.4 Personnel situation of Minh Hoa Thanh
CHAPTER 2..................................................................................................................19
ANALYZING THE OPERATIONAL PROCESS OF THE COMPANY ...................19
2.1 The Operational Process of Minh Hoa Thanh.........................................................19
2.1.1 Analysis of Business activities..................................................................19
2.1.2 SWOT Analysis ........................................................................................20
2.1.3 Advantages of Minh Hoa Thanh...............................................................21
2.1.4 Disadvantages of Minh Hoa Thanh ..............................................................22
2.2 Marketing-Mix Plan for Water Gate Valves in Asian and European Markets. ......23
2.2.1 Developing Marketing Strategies and Plans.................................................23
2.2.1.1 Collecting Information and Forecasting Demand......................................23
2.2.1.2 Conducting Marketing Research................................................................24
2.2.1.3 Establishing Marketing Objectives and Strategies ....................................27
2.2.2 Developing Marketing-Mix Plan for Water Gate Valves in Asian and
European Markets ..................................................................................................29

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2.2.2.1 Product Strategy.....................................................................................29
Analyzing the Elements of the effective product strategy.....................................29
Process of Product Trategy ....................................................................................30
2.2.2.2 Place Strategy ........................................................................................31
2.2.2.3 Price Strategy.........................................................................................33
2.2.2.4 Promotion Strategy ................................Error! Bookmark not defined.
CHAPTER 3..................................................................................................................41
RECOMMENDATIONS AND SOLUTIONS .............................................................41
3.1 Target market...........................................................................................................41
3.2 Branding ..................................................................................................................41
3.3 Advertising ..............................................................................................................41
CONCLUSION .............................................................................................................42
REFERENCES:.............................................................................................................44

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TABLE OF FIGURES
Figure 1. 1: Minh Hoa Thanh Valves Products.............................................................11
Figure 1. 2: Organizational Structure ............................................................................13
Figure 1. 3: Sales Revenue 2015-2017..........................................................................17
Figure 1. 4: Costs of Minh Hoa Thanh in 2015-2017 ...................................................18
Figure 2. 1 SWOT Analysis ..........................................................................................20
Figure 2. 2: Industrial vale market trend .......................................................................25
Figure 2. 3 The competitors...........................................................................................26
Figure 2. 4: Growth of construction spending in 2014-2019 ........................................28

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INTRODUCTION
The global industrial valve market is expected to grow at a CAGR of 5.4% over
the next half-decade and is predicted to surpass $ 70 billion by 2019. Latin America,
the Middle East and Africa are expected to be the emerging market for industrial
valves. The Asia-Pacific market is expected to grow at the fastest rate compared to
other regions.
Industrial valves are devices used to regulate flow and control in piping
systems. Valves are used to adjust, start and stop, or control the direction of liquid or
gas, flowing through the piping system. The industrial valve market has been
segmented on the basic of its application in industries such as Petroleum, Chemical,
Urban Infrastructure, Electricity and other fields.
The industrial valve market is expected to grow at a steady pace during the first
half of the next decade. The demand for industrial valves is expected to be driven by
significant expansion in the oil and gas industry (Valves for the Oil and Gas industry),
industrial valves, valves for the urban infrastructure sector. marketing, and power
industry. One of the fastest growing markets for industrial valves is the Middle East
and Africa. Demand for valves in the Middle East is expected to play a direct role in
global valve manufacturing; promote distribution channels such as supplying raw
materials and providing refined products for valve manufacturing. Growth in oil and
gas industry and energy applications is expected to boost the demand for industrial
valves in Africa. The demand for water and wastewater treatment and the expansion of
oil and gas fields to countries such as India and China will boost the demand for
industrial valves in the Asia-Pacific region. Key markets such as Australia and South
Africa have experienced a downturn in the mining industry, thus directly reducing
demand for valve products.
Since Minh Hoa Thanh main product is valve, I decided to choose the topic: “Planning
marketing for water gate valves at Minh Hoa Thanh Import Export and Trading Co.,
Ltd.”. In addition, research on the subject also allows me to have the opportunity to
apply the knowledge in the field, to be exposed to new jobs, to learn more in the
industry. This is also an opportunity for me to equip myself with the knowledge, skills
and attitudes necessary to prepare myself for graduation.

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CHAPTER 1
OVERVIEW OF THE COMPANY FOR INTERNSHIP
1.1 Overview of Minh Hoa Thanh Import Export And Trading Co., Ltd. (Minh
Hoa Thanh)
1.1.1 Operation and Development
1.1.1 Establishment, Operation and Development history of Minh Hoa Thanh
Company name: Minh Hoa Thanh Import-Export Trading Service Co., Ltd
Address: 199/2 Road I 19, Block 5, Thoi An Ward, District 12, Ho Chi
Minh City
Tel: (08) 62502299, 0982.666.352 - 0982 541 359 / Fax: (08) 62502299
Email: minhhoathanh@gmail.com - YM/Skype: minhhoathanh
Vision: Minh Hoa Thanh always desire desires to create a Vietnamese
company with good brand name with the best service.
Mission:
 For Market: Providing products - services according to international
standards, while providing unique and highly innovative characteristics
of Vietnamese people
 For partners: Commitment to the spirit of cooperation and development.
 For staff: Always uphold and build a professional working environment,
dynamic, creative and humane.
 For society: Express sense of civic responsibility to the community and
maintain ethnic pride
Core value: "CEREMONY - WISDOM - PRESTIGE” means “LỄ - TRÍ-
TÍN"
Minh Hoa Thanh was established in 2012. Minh Hoa Thanh is proud of being
the Vietnamese leading prestigious manufacturer and exporter of gate valves. During
six years of establishment and development, Minh Hoa Thanh has supplied customers
high quality, innovative, value-priced products with diversified styles and designs
which range in different categories of products.
Nowadays, with the wishes to meet customers’ different requirements, promote
trading and introduce our products to global markets, Minh Hoa Thanh has built the
close long-term cooperation with many customers all over the world. In addition, Minh
Hoa Thanh has been planning to take part in many annual domestic and international
Trade Fairs in Hong Kong, America, England, German, Belgium, etc. As a result, the
company has been affirming step by step its position in overseas markets such as EU,
America, Australia, Japan…. With the team of experienced and creative employees,
Minh Hoa Thanh is ready to serve every potential customer, and once purchasing from
us, the customers are buying not only products but also three 100% - 100% quality,
100% service, and 100% satisfaction. Minh Hoa Thanh sincerely welcomes the friends
from all over the world to mutual development and friendly cooperation.
The year 2023 is the year in which there will be many changes in the business.
And when Vietnam integrates with TPP and ASEAN countries Minh Hoa Thanh will
take the chance and experience many great challenges. The company needs more

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closely linked than to unite to overcome that challenge. With the great effort, Minh
Hoa Thanh has specific goal to enlarge export market
1.1.2 Business Activities Fields of Minh Hoa Thanh
Minh Hoa Thanh specializes in distributing gate valves with brand names of
MIHA, MBV and MI, manufactured by Minh Hoa Investment Joint Stock Company,
such as Check valve, butterfly Valves, ball valves, accessories Lace, welding
accessories, young tapes, supplies and fire protection, pressure relief valves, steel pipe,
brass foot valve, brass gate valve - gate valve, brass swing check valve, brass ball
valve - alloy ball valve, accessories stainless steel - stainless steel valve.
Figure 1. 1: Minh Hoa Thanh Valves Products
In addition, Minh Hoa Thanh also distributes water meters with brand names of
Unik (Taiwan), Zenner-Coma (Germany), Shinha (South Korea) ... With dynamic and
enthusiastic sales team, Minh Hoa Thanh is always willing to serve their customers
with thoughtfulness and dedication, always bring friendly feeling to their customers in
business.

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1.1.3 Organization Structure of Minh Hoa Thanh
This is chart of Minh Hoa Thanh organizational structure

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Figure 1. 2: Organizational Structure
Director is the top power of Minh Hoa Thanh that directly manage five departments
consisting of sales department, technical department, R&D department, accounting
department and department of general administration.
Roles of Director
The director plays an important roles and responsibilities in the company.
Essentially, he has the right to hire all employees, as well as assessing the overall
direction and strategy for his company. Moreover, he acts on behalf of the
shareholders to run the day to day affairs of Minh Hoa Thanh. The director is
accountable to the shareholders. Each year the company will hold an annual general
meeting at which the directors provides a report to shareholders on the performance of
Minh Hoa Thanh.
Roles of Sales Department
Sales department is one of the most important department in Minh Hoa Thanh.
The sales staff are in charge of looking for the sales opportunities with the existing and
new customers to sell products and services. Whenever, the company has a meeting,
they will organize effective presentation to their customers for their target products.
The sales manager takes responsibilities to identify the target budget for each year
with following-up percent of the budget realization each quarter of year. To do this,
sales manager has to definite business opportunities with each customer to be
considered in the target budget or forecast list. Moreover, they should development the
rapports with all existing and new customers to know their future plan as well as co-
ordination with sales Department to reach the strategic goals.
Roles of Technical Department
Technical Department is responsible for diagnosing any hardware or software
faults with these systems and will solve the issues either in person or over the phone.
By the way, they are in charge of installation and configuration of a company’s
computer hardware operating systems and applications. Every day, IT staff have to
maintenance and monitor computer networks and systems, as well as testing and
evaluating new technology. In addition, they performing electrical safety checks on the
company’s computer equipment.

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Roles of Accounting Department
This is an important department in Minh Hoa Thanh. There are some specific
roles that the accounts maintain great relationships with vendors. the essential roles
and duties of virtually any accounting staff include some working as below
 Firstly, they have to make money out. It means that they are in charge of
making payments and keeping the bills paid
 Secondly, they have to make money in. It means that they are in charge
of processing incoming payments
 Thirdly, they have to make payroll to make sure that everyone gets paid
on time.
 Fourthly, they have to do report. It means that they are preparing
financial reports such as profit and loss, balance sheets and budgets
 Lastly, they have to control finance.
Roles of General Administration Department
General Administration Department occupies an important in Minh Hoa Thanh.
The department is incharge of providing comprehensive administrative planning,
leadership and organizational, as well as development of all departments in the
company. They also evaluate performance of all department heads and their operations.
In addition, administering all laws and policies established is their responsibilities in
Minh Hoa Thanh.
1.1.4 Personnel situation of Minh Hoa Thanh
Total labour forces of Minh Hoa Thanh are 471 people (Table 1.1) in which:
Directors and managers are 20 people consisting of 60% labour force having
age of 23-35, and 40% of labour force having age of 36-60.
There is no Foreign employee in Minh Hoa Thanh.
Professional staff are 43 people including 81% labour force having age of 23-35,
and 19% of labour force having age of 36-60.
Total shippers are 10 people including 70% labour force having age of 23-35,
Total warehouse staff are 6 people including 50% labour force having age of
23-35, and 50% of labour force having age of 36-60.
Total workers are 380 people including 70% labour force having age of 23-35,
Total truck and car drivers are 12 people encompassing 50% labour force
having age of 23-35, and 50% of labour force having age of 36-60.

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Table 1. 1: Labour Age Statistics
Labour
Labour Age
Quantity
Age
%
Age
%
23-35 36-60
Directors and
managers
20 12 60 8 40
Foreign employee 0 0 0
Professional staff 43 35 81 8 19
Shippers 10 7 70 3 30
Warehouse staff 6 3 50 3 50
Workers 380 266 70 114 30
Truck and car
drivers
12 6 50 6 50
Total 471 329 70 142 30
Moreover, the table 1.2 shows academic level of labour force in Minh Hoa Thanh.
Figure 1: Labour Age Statistics
70
3.2
Labour Age
23-35
36-60

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Table 1. 2: Degree of labour force
Labour
Degree
High
school
% College % University %
Post
graduate
%
Directors and
managers
0 0 0 0 8 40 12 20
Foreign workers 0 0 0 0 0 0 0 0
Professional staff 0 0 3 7 40 93 0 0
Shippers 0 0 10
10
0
0 0 3 4
Warehouse staff 0 0 0 0 5 83 1 2
Workers 203 53 112 29 65 17 0 0
Truck and car
drivers
7 58 5 42 0 0 0 0
Total 210 45 127 27 118 25 16 3
Total labour force having high school degree are 210 that the workers have this degree,
accounted for 45%; Total labour force having college degree are 127 people,
accounted for 27%; Total labour force having university degree are 118 people,
accounted for 25%; Total labour force having postgraduate degree are 3 people,
accounted for 3%.
45
27
25
3
Degree
High school
College
University
Post graduate

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Figure 2: Degree of labour force
1.1.2 Business Operation Performance of Minh Hoa Thanh for the
period 2015-2017
Through three years of business activities, Minh Hoa Thanh achieved the profit which
in more and more increasing during three years, as in table 1.3
Table 1. 3: Data of Minh Hoa Thanh Business Activities 2015-2017
Unit: VND
Items Year 2015 Year 2016 Year 2017
1- Sales revenue 25,394,877,565 40,024,986,544 45,392,876,432
2- Cost of sold goods 19,849,378,658 31,456,789,233 35,885,679,392
3 - Interest expenses 500,369,456 589,079,454 604,102,271
4 - Corporate income tax 230,567,888 305,678,943 350,564,478
5- Profit after tax 4,814,561,563 7,673,438,914 8,552,530,291
Sales and service delivery revenue sharply increased from more than 25 billion
VND in 2015 to 40 billion VND in 2016, then gradually went up to more than 43
billion VND in 2017 (Figure 1.3). This is a rewarding result for the company's staff. It
helps profit went up to 7,67 billion VND and 8,88 billion VND respectively.
Figure 1. 3: Sales Revenue 2015-2017

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Costs have been also increased during three years as described in Figure 1.4.
Figure 1. 4: Costs of Minh Hoa Thanh in 2015-2017
Figure 2: costs
The costs of sold goods was high and has increased step by step during three
years because of increasing production and revenue. Moreover, interest expenses also
increased 3 years ago because interest rate and loans went up. Minh Hoa Thanh
borrowed more money from some banks to enlarge its business. Besides, income tax
also went up as well because of revenue going up.
-
5,000,000,000
10,000,000,000
15,000,000,000
20,000,000,000
25,000,000,000
30,000,000,000
35,000,000,000
40,000,000,000
45,000,000,000
50,000,000,000
Year 2015 Year 2016 Year 2017
Sales revenue
-
5,000,000,000
10,000,000,000
15,000,000,000
20,000,000,000
25,000,000,000
30,000,000,000
35,000,000,000
40,000,000,000
Year 2015 Year 2016 Year 2017
2- Cost of sold goods 19,849,378,658 31,456,789,233 35,885,679,392
3 - Interest expenses 500,369,456 589,079,454 604,102,271
4 - Corporate income tax 230,567,888 305,678,943 350,564,478
Costs

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CHAPTER 2
ANALYZING THE OPERATIONAL PROCESS OF THE COMPANY
2.1 The Operational Process of Minh Hoa Thanh
2.1.1 Analysis of Business activities
Firstly, sales and service delivery revenue increased by five billion VND more
than one in 2017, accounting for 13.41 percent. It shows that Minh Hoa Thanh’s
business is very good because its profit is always higher and higher during three recent
years.
Table 2. 1 Compare Minh Hoa Thanh Business Activities between 2016 and
2017
Item Year 2016 Year 2017
Difference between
2016 and 2017
VND %
1- Sales revenue 40,024,986,544 45,392,876,432 5,367,889,888 13.41
2- Cost of sold
goods
31,456,789,233 35,885,679,392 4,428,890,159 14.08
3 - Interest expenses 589,079,454 604,102,271 15,022,817 2.55
4 - Corporate
income tax
305,678,943 350,564,478 44,885,535 14.68
5- Profit after tax 7,673,438,914 8,552,530,291 879,091,377 11.46
40,024,986,544
45,392,876,432
31,456,789,233
35,885,679,392
7,673,438,914 8,552,530,291
0
5,000,000,000
10,000,000,000
15,000,000,000
20,000,000,000
25,000,000,000
30,000,000,000
35,000,000,000
40,000,000,000
45,000,000,000
50,000,000,000
2016 2017
1- Sales revenue
2- Cost of sold goods
3 - Interest expenses
4 - Corporate income tax
5- Profit after tax

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Secondly, cost of sold goods also increased during 2016-2017, it is 4.429
billion VND of increase in 2016 more than 2017, accounting for 14.08 percent. Cost of
sold goods rises because of hiring more staff during previous year and cost for
customer service increasing.
Thirdly, interest expenses increased by 15 million VND in 2017, accounting for
2.55 percent. It is the cause of Minh Hoa Thanh’s increasing loans. In 2017, Minh Hoa
Thanh borrows more money for widden business with increasing budget for HR
department and sales department to develop market share.
Fourthly, Corporate income tax went to nearly 45 million VND in 2016,
accounting for 14.68 percent more than one in 2017. Due to revenue increased, income
tax increase as well.
To sum up business activities, it shows that Minh Hoa Thanh business activities are
good because positive elements such sales and service delivery revenue and Profit
after tax increase during recent years. It presents for Minh Hoa Thanh’s stable
development.
2.1.2 SWOT Analysis
To identify Strength – Weakness – Opportunity – Threat of Minh Hoa Thanh,
SWOT analysis has been deployed.
Figure 2. 1 SWOT Analysis
SWOT analysis is used essentially for Minh Hoa Thanh’s business and marketing
purposes. As the result, the company can set up a good marketing strategy.

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2.1.3 Advantages of Minh Hoa Thanh
Internal advantages
Minh Hoa Thanh has variety of products that create product differentiation for
the company. To survive in the global competitive market, Minh Hoa Thanh keeps
creating new products that enable them to remain relevant. Minh Hoa Thanh competes
to create unique products that satisfy customer demands through differentiation.
Companies can improve on existing products to make them more effective and
attractive. Product differentiation is a powerful way of enhancing customers'
responsiveness by providing them with a wide array of gate vales in the international
market. Minh Hoa Thanh also develops differentiate products to respond to customers'
preferences. Product differentiation attract customers to different segments of the
market a wide variety of goods to choose from.
Moreover, Minh Hoa Thanh has variety has good sales team. The sales team
take responsibilities to create sales projections for the coming year based on
comprehensive observations of the marketplace, sales activity within the company and
sales trends within the industry. An experienced sales team helps Minh Hoa Thanh
achieve big revenue and enlarge company growth. By the way, the good sales team is
a valuable resource for your sales professionals and the entire company as well.
Thanks to the experienced sales team, Minh Hoa Thanh can recognize the competition,
marketplace tendencies and pending developments within their industry. Over time,
the sales team also offers valuable insight to the marketing, engineering and executive
teams as well as the sales department. Especially, the sales team also becomes a
valuable resource to the sales professionals for advice on sales techniques and ways to
overcome customer challenges for Minh Hoa Thanh.
In addition, Minh Hoa Thanh has good facilities, timely respond to their
production. With good manufacturing facilities, Minh Hoa Thanh business is able to
operate effectively, as well as continuing producing products with the addition of
overtime and extending operation of hours to cover most. Especially, there are
potential savings opportunities from having good facilities, because operating cost is
one of the most important consideration to do business.
External advantages
There is a good chance for gate vale product to export. Last time, Vietnam
imported a wide range of product portfolio. Especially high tech and industrial
products. Since local technology is still at low level. A huge amount of goods is
imported from China. Our big neighbor has advantage on economy of scale, so we
imported even products we can produce domestically due to the low price. However,
Viet Nam reduces imports and boosts exports these high tech and industrial products
in which there are gate vale products. One leading high potential sector is the furniture
industry with an increasing demand for modern equipment and technology in the
furniture manufacturing process. The industrial products have a high export chances
and can be provided by foreign players.
Minh Hoa Thanh take advantage from exporting their gate vales when Vietnam
joins trade agreement with the countries in the world. For instance, regarding trade in

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goods, under the ASEAN Trade in Goods Agreement (ATIGA), Vietnam has applied
the zero percent duty rate to about 90 percent of tariff lines and will abolish about 97
percent of tariff lines and tariff quotas before 2023 . Regarding opportunities, tariff
barriers will be lifted; non-tariff barriers will be reduced to facilitate the movement of
Vietnamese goods.
Besides, Vietnamese labour cost is cheap that helps Minh Hoa Thanh reduce its
pressure in manufacturing. It means that Minh Hoa Thanh can earn more money from
their business when hiring cheap labour. As the result, the company can save more
money for their business and invest into high technology.
2.1.4 Disadvantages of Minh Hoa Thanh
Internal disadvantages
Minh Hoa Thanh marketing strategy is not good enough that limited its
development. Their customers are becoming more and more fed up with marketing,
but the truth is that they are just tired and annoyed by bad marketing. When the market
team was less saturated, their customers had more time to listen, and media channels
were more interesting to them. Today customers don't listen, not only because there
are more marketers trying to capture their attention or because they have less time, but
also because Minh Hoa Thanh Marketing team have no caring, helpful and
entertaining enough. Part of the problem is that Minh Hoa Thanh do not have enough
resources, relevant information and time to do a good Marketing strategy at trying to
target so many potential customers.
MARKETING TEAM BELONGS TO SALES DEPT??
Besides, Minh Hoa Thanh lack of money to enlarge their business. Inadequate
amount of capital creates a lot of financial problems to Minh Hoa Thanh to do
business. Then they have to get loans from some banks. As the result, the company has
to pay very high Interest expenses that affect to their profit as analysis above.
Moreover, Raw materials can not be purchased on time and payment of labor and
other expenses can not be made on time that sometimes happens in Minh Hoa Thanh.
In addition, Minh Hoa Thanh is also bad at management on employees and
costs. Bad management practices deflate employee morale, cause stress that results in
sometimes serious health issues, and cost the company more than just the cost of high
turnover. Then the problems between the company and some employees happens, as
the result, they serve their customers poorly and quit their jobs. Moreover, disgruntled
and mishandled employees stop caring about how well they perform their jobs, are
more likely to demand more money for extra tasks, and may even hurt the company
via theft. The bad management also create high costs that Minh Hoa Thanh has to bear.
This is the root of reduction of profit in 2017.
External disadvantages
Firstly, Minh Hoa Thanh face tough competition in export market. Moreover, it
is very difficult for Minh Hoa Thanh to find foreign buyers last few years. The supply
is profuse and oversupply, other markets have tightened control over the import
quality, thus, Minh Hoa Thanh faces tough competition from regional peers in

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providing an attractive environment with their gate vales. Especially, Minh Hoa Thanh
gate vales face fierce competition from similar products from China, this leads the
company to lose market share. Moreover, several countries devalued their local
currencies to promote their exports together with strengthening protection for the
products, affecting Minh Hoa Thanh gate vales, too. The company also realizes that
further difficulties and challenges due to the slow recovery of the world economy and
fierce competition will come to them next few years.
Regarding challenges, the company’s biggest challenge is competition from the
liberalization and opening of markets, especially under the condition that other
ASEAN countries have comparative advantages similar to those of Vietnam.
Uncompetitive businesses will encounter difficulties to enter and occupy foreign
markets. While Vietnam has reduced tariffs on many products in line with its WTO
commitments, high tariffs on selected products remain. This is the main cause which
impacts on Minh Hoa Thanh business. When joining trade agreement, Vietnamese
companies, as well as production and processing establishments, are difficult to access
export markets for technical barriers.
The most important disadvantage that Minh Hoa Thanh face is problem-solving
in foreign markets. Because their staff lack of international knowledge about law and
regulation, thus, whenever they have problems the company can not solve well.
Geographical challenges are inevitable for the company that need to export goods that
have low value compared to their weight and size primarily. Thus, lack of insight into
the law and regulations of other countries is a great obstacle for Minh Hoa Thanh
trying to enter new international markets. Moreover, their brand name is also
registered in foreign market, protection of intellectual property rights is poor. As the
result, Minh Hoa Thanh brand names can not compete well in foreign market.
2.2 Marketing-Mix Plan for Water Gate Valves in Asian and
European Markets.
2.2.1 Developing Marketing Strategies and Plans
2.2.1.1 Collecting Information and Forecasting Demand
Collecting Information
Minh Hoa Thanh will collect information by desk research
With desk research, at first Minh Hoa Thanh carry out internal desk research by
starting point of research for all departments in the company. They will collect much
information generated internally, and account related information which indicates
some kinds of products are sold to the customers. And the amount of products are
manufactured and sole per month. Then, the total costs for production, business
operation. Especially, the types of customers including their geographical location are
Minh Hoa Thanh target customers.
The main advantage here in performing internal desk research is that it involves
internal and existing Minh Hoa Thanh resources to organize the collected data in such
a way that it is not only efficient but also usable. Internal desk research is

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comparatively very cheap and effective as internal recourses are deputed and the
expenditure in getting data from outside is less.
Moreover, Minh Hoa Thanh also do External Desk Research by the internet.
There is incredible amount of data available online on internet that important for the
company to be information specific about gate vales’ prices, potential customers, and
goverment policies, as well as export market’s policies about Minh Hoa Thanh
Products.
SHOW FIGURES OF INTERNAL & EXTERNAL DESK REARCH
RESULTS IN ASIAN AND EUROPEAN MARKETS.
Forecasting Demand
After collecting information, Minh Hoa Thanh can forecast demand based on
the statistics collected from external desk research and external desk research. Firstly,
Minh Hoa Thanh will take the quantity sold per month, then comparing to demand
from the current market to make decision for forecasting demand. It can be plus +/- 10%
to make sure that Minh Hoa Thanh have enough gate vales supplying for its customers.
SPECIFY DEMAND FORECAST MODEL USED AND ITS REPORT FOR
YEARS IN ASIAN AND EUROPEAN MARKETS.
2.2.1.2 Conducting Marketing Research
Marketing Research is conducted based on two main markets including Asian
markets and European markets.
According to businesswire.com, The Global Industrial Valves market is
growing from $69.85 billion in 2016 to reach $94.52 billion by 2023 with a CAGR of
4.4%.
Raising industrial infrastructure investments in developing economies, and
strict emission control policies are some of the major factors boosting the market
growth. However, intensified competition among competitors, higher fabrication
prices are some of the restrains limiting the market growth.
Steel valves are anticipated to command the global market with highest market
share over the forecast period due to higher utilization of steel valves in various
industries. Besides energy & power industry is projected to witness higher growth rate
over the forecast period. The growth is attributed to growing power plants in emerging
countries. Asia Pacific is predicted to register high growth rate due to increasing
adoption of industrial valves in emerging countries such as India, China, and Japan.
Some of the key players in global Industrial Valves market include AVK
Holding A/S, Avcon Controls Pvt Ltd, Cameron - Schlumberger, Crane Co., Emerson,
Flowserve Corporation, Forbes Marshall, IMI PLC., Kitz Corporation, Mets-
Corporation, Neway Valves (Suzhou) Co., Ltd., Pentair PLC, Velan Inc., Samson AG,
The Weir Group, PLC, and Spirax-Sarc-Engineering PLC.

25
Products Covered: Automatic Valves, Actuators, Control, Regulator, Standard
Valves, Quarter turn, Multi turn, Others
Valve Types Covered: Globe Valve, Diaphragm, Butterfly Valve, Ball Valve,
Plug Valve, Safety Valve, Gate Valve, Wedge Gate Val
Material Types Covered: Alloy Based, Cast Iron, Cryogenic, Steel, Other
Material Types.
Sizes Covered: Up to 1/ 1-6/ 6-25/ 25-50/ 50 & Above
End Users Covered: Building and Construction, Chemical, Energy & Power,
Food & Beverages, Oil & Gas, Pharmaceutical, Water & Wastewater, Other End
Users.
Figure 2. 2: Industrial vale market trend
(Source: strategyr.com)
Global market for industrial vales is projected to surpass US$78.4 billion by 2020
driven by industrial expansion in developing economics, and increase in plant
automation projects. Growing global energy needs and the ensuing increase oil and gas
exploration, energy generation and petroleum refining activities will continue to
benefit sales of industrial vales. Use of vales in application such as etching chemicals,
ultrapure water system, and chip washing is poised to benefit from the outlook for
semi-conductor and electronics industries. Asia-pacific present the largest market

26
worldwide, supported by development in water infrastructure, and expansion of
manufacturing sector. The region is forecast to grow at a projected of 7.2.
MAKE A STATISTICAL TABLE TO SHOW: TYPES OF VALVES, REGIONS,
MARKET SIZE IN 3 RECENT YEARS, DRAW THE CHART
The competitors
There are not many competitors in the world. However, the quality and brand
name are the key factors help the companies win foreign markets.
Figure 2. 3 The competitors
(Source: strategyr.com)
The most competitors are in The Unites States and European markets.
Moreover, the quality is required best for these market. As the result, Minh Hoa Thanh
will face troubles when entering these countries.
LIST THE NAME OF SEVERAL DIRECT COMPETITORS
Đối thủ cạnh tranh của công ty thì rất nhiều và mạnh. Các đối thủ cạnh tranh
vừa có tiềm lực tài chính cũng như quy mô chủng loại sản phẩm đa dạng, phong phú -

27
đồng thời họ luôn có hệ thống kênh phân phối hữu hiệu, công tác hoạt động marketing
luôn được chú trọng. Như vậy họ đã chiếm một tỷ phần không nhỏ khách hàng ...
Các đổi thủ hiện tại của công ty:
+ Công ty TNHH Hải Sơn (Trần Thiện Chánh Quận 10 Thành phố Hồ Chí Minh) kinh
doanh mặt hàng của hãng R Stahl
+ Công ty TNHH Thiết bị điện An Phúc là nhà phân phối hàng đầu tại Việt Nam chuyên
cung cấp các thiết bị điện chống cháy nổ Zone 1 và Zone 2 p.
Như vậy để cạnh tranh với các đối thủ có bề dày, kinh nghiệm thì công ty phải dồn hết
nỗ lực, đầu tư kinh phí cho hoạt động marketing, mà phải có đội ngũ cán bộ chuyên
viên nghiên cứu marketing để ra những kế hoạch chiến lược marketing để thực hiện
chúng. Trong tình hình như vậy, công ty phải đi lên một cách từ từ, dần khẳng định vị
trí và sức mạnh của mình trên thị trường
2.2.1.3 Establishing Marketing Objectives and Strategies
The market share include domestics market and foreign markets in which 60%
products for domestic market and 40% products for foreign market.
In foreign market encompass 80% products for Asian market and 20% products
for others market.
Marketing objectives following:
 Increase sales
 Build brand awareness
 Grow market share
 Launch new products
 Target new customers
A marketing strategies:
Firstly, Key markets are some Asian countries such as Laos, Cambodia, Brunei,
China India, Indonesia, Japan, Malaysia, Myanmar, Philippines, Thailand.... The Asian
region accounts for 60 percent of the world’s populace and is filled with tremendous
market opportunities. The economies of ASEAN countries are consumer-driven. In the
last fifteen years, the Asian middle class has increased sevenfold. A study by
Brookings Institution indicates that, by 2030, the Asian middle class will constitute
about 66 percent of the global share.
A healthy spread of construction product supports the stability of the Asian
markets. The share between residential, industrial and infrastructural projects is almost
evenly distributed. By government intervention there is a slight majority of projects on

28
the infrastructure side. Almost all Asian countries are expected to increase their
budgets for infrastructure in the next five years. With increased spending of about 7%
China, India and Vietnam are about to take the lead by 2020.
Figure 2. 4: Growth of construction spending in 2014-2019
(Source: buildingradar.com)
Moreover, Oil demand in the Asia Pacific region is forecast to account for
almost 90% of the increase in global demand between 2014 and 2040. By 2035, the
region is expected to contribute 35% of total global energy production.
Thus, there are great opportunities to export gate vales to Asian markets.
Secondly, the target customers are wholesales and retailers specializing in oil
and gas, the constructors. Breaking into a foreign market, especially one with strict
rules and regulations, can be a very daunting task. Thus, Minh Hoa Thanh must have
the ambition to go international market to reach their target customers. The most
important factor to reach target customer is marketing online. Obviously, this is going
to a take a lot of time and effort to reach the target customers, but the interactions and
connections Minh Hoa Thanh make can be invaluable as there is nothing quite like the
human touch. While time-consuming, it can also lead to a tremendous advantage as
people shun human interactions and opt for their products.
Thirdly, partnering up is a relatively vague term. It can be anything that the company
can get a partner in a foreign country to simply help with marketing and receive a cut
of profits. In addition, Minh Hoa Thanh can get a partner in a foreign country who is
just as invested in all facets of Minh Hoa Thanh business as the company is. Of course,
Minh Hoa Thanh has to vet the potential partners thoroughly and make sure that the
company is doing business with someone who will actually help Minh Hoa Thanh –

29
not slow the company down. As the result, Minh Hoa Thanh can get a good partner,
the company is able to get a grip on the new market much more easily. Because the
partner will know everything about new market that Minh Hoa Thanh does not know.
2.2.2 Developing Marketing-Mix Plan for Water Gate Valves in Asian
and European Markets
2.2.2.1 Product Strategy
Analyzing the Elements of the effective product strategy
A great strategy starts with a clear product plan and a vision that explains how
customer and market forces shape the product's direction. The product strategy first
helps the company get to launch, then achieve product-market fit (PMF), and finally
sustain the growth of the company’s products.
There are three elements of the effective product strategy including market and
need; key features and differentiators; and business goal showing in picture 2.1
Picture 2. 1: Three elements of the effective product strategy
(Source: www.romanpichler.com)
Firstly, the target customers and users of Minh Hoa Thanh products are the
buyers who are likely to purchase and to use them. Without the needs, the company’s
products become useless, it means that no one wants to use these products. As the
result, the best products also become zero as well. Thus, Minh Hoa Thanh has to think
if Gate vales can export to other countries. The company has to compare their products
to other products that people ask for. It allows Minh Hoa Thanh to reach new markets
easily.

30
Secondly, the key features and the differentiators are those aspects in which the
company’s products create special impression to their customers. As the result, the
differentiators make their customers choose them over competing offers.
Thirdly, the business goals also go with Minh Hoa Thanh product strategy that
benefits the company. The product strategy is carried with the aim to generate revenue,
help sell a lot of product, reduce cost, or increase the brand equity.
Process of Product Strategy
To enter the new markets, Minh Hoa Thanh needs to follow the process below:
Picture 2. 2: Process of Product Strategy
The first is generating that the company analysis SWOT to find out strengths,
weaknesses, opportunities, threats. As the result, Minh Hoa Thanh understand current
market trends to generate ideas. Moreover, Minh Hoa Thanh can develop several
different roadmaps to suit different types of projects along with risks management
involved.
The second is screening the idea. In this step, Minh Hoa Thanh will set specific
criteria for ideas of gate vales to make sure that the products for new markets are
suitable or not.

31
The third is testing the concept. Minh Hoa Thanh deploys quantitative or
qualitative responses to evaluate consumer responses to the product idea before
introducing gate vales to the marketplace.
The fourth is business analytics. It is said that a detailed marketing strategy will
be included in terms of whether the product will be profitable in the marketplace. This
will also include the reactions from the target markets and gate vale positioning to
evaluate if there's demand from the market.
The fifth is marketability tests. Minh Hoa Thanh give prototype product to the
target customers to test the customers’ interest for the product along with the proposed
marketing plan. Then, the company discovers if categories of gate vales exporting
satisfy the target customer or not. As the result, modification can be made when
necessary.
The sixth is technicalities and product development. Minh Hoa Thanh create
prototype based on exact and real life investigations, product specifications and any
manufacturing methods. This stage also includes the process of logistics plan, supplier
collaboration, engineering operations planning and quality management.
The seventh is commercialization. Minh Hoa Thanh launches categories of gate
vales into the market alongside advertisements and other promotions.
The eighth is post launch review and perfect pricing. Minh Hoa Thanh will
review the market performance to evaluate the success on the entire gate vale portfolio.
The company forecasts product costs and future profit and revenue, the the company
differs price and uses competitive technologies for competition in the market. Value
chain analysis will be useful for this step of the process.
2.2.2.2 Place Strategy
Place strategy plays a fundamental role in the marketing mix of a product. To
determine which distribution method is used, Minh Hoa Thanh must understand the
needs of their consumers and determine which avenue provides the best ability to put
gate vales in front of the potential customers. Place also refers to distribution or the
methods and location Minh Hoa Thanh uses for their gate vales to be easily accessible
to their target customers.
To distribute the product to their customers at the right place at the right time,
Minh Hoa Thanh has to set up an efficient and effective distribution that is very
important to meet its overall marketing objectives. If the company underestimates
demand, profitability will be affected.
To Asian markets in which there are some countries near Vietnam such as Laos,
Cambodia, Thailand, ... Minh Hoa Thanh can open the stores or set up factories, as
well as selling to wholesales. As the result, Minh Hoa Thanh can apply either direct
selling and indirect selling for their place strategy.

32
(Source: http://www.learnmarketing.net)
Selling Directly
Direct distribution involves distributing direct from the manufacturer to the
consumer. In case Minh Hoa Thanh owns retail shops in foreign countries the
company can supply gate vales to their customers directly. Moreover, If Minh Hoa
Thanh owns a factory in other countries, their options will be to either sell their
products directly or sell them to retailers or vendors as the distribution strategy. The
retailers are the organisation that sells products directly to consumers and end users.
As they are selling to consumers for personal use, the goods are usually sold in small
quantities.
Direct selling can be a good starting point, because their gate vales can be
supplied to the customers as soon as possible. One advantage of direct selling is that
Minh Hoa Thanh gets a more personal feel of the market because the company can
interact directly with their customers so they can easily adapt to the customers’
changes. On the other hand, Minh Hoa Phat can control their products’ pricing and the
methods on which it should be sold. Distribution methods may include, but are not
limited to, door-to-door, retail, e-commerce, mail order, or on-site.
In short, Minh Hoa Thanh need to set up a retail interface with the target
customers in some countries near Vietnam if the company wants to sell directly. Minh
Hoa Thanh can sell either on the internet or in retail stores. It is possible to control and

33
manage the stores in Asian countries because they are familiar to Vietnamese business.
Moreover, the costs are cheap.
Selling indirectly
Indirect distribution involves distributing the company’s products by the use of
the intermediaries, for instance, a manufacturer selling to a wholesaler and then on to
the retailer. The wholesaler is the party that buys large quantities of a product from
manufacturers and sells it to retailers. The wholesalers sell goods to other businesses,
they do not sell directly to consumers.
To European markets, Australia, The US, ... Minh Hoa Thanh can sell their gate
vales to the wholesales in case they want to have wider distribution for their product. It
means that the company can sell their products through a third party, either a retailer or
wholesaler, who will then resell the product to their customers. This distribution
strategy also reduces the pressure of running a distribution system. Reseller sales also
reduce the storage space required for product stocks. However, Minh Hoa Thanh will
lose personal contact, and even company identity in some cases, with the customers
since they will be talking now to the resellers, not Minh Hoa Thanh.
The advantage of intermediaries is that they can also be specific about supply
flow before they handle the company’s products for reselling. They would want the
product available for distribution all year round. Minh Hoa Thanh can consider selling
through intermediaries as their distribution strategy because European markets,
Australia, The US are unfamiliar to Minh Hoa Thanh, as well as the costs to launch the
stores there are very high. As the result, the company cannot control and manage
selling activities well.
Place and Distribution strategy is about how effectively Minh Hoa Thanh gets
its gate vales to their consumers and end users. Minh Hoa Thanh can sells their
products directly to the consumer (direct distribution) or through intermediaries
(indirect distributions). The best marketing mix place method will depend on the
product needing to be distributed and the "wants and needs" of the company's
customers.
2.2.2.3 Price Strategy
In strategy of marketing mix, the price makes sense to bring revenue to the
business. Price-related factors include: pricing, pricing strategies and payment
methods.
Minh Hoa Thanh does pricing for Market Penetration. Unlike the high valuation
strategy to distill the market, some other companies choose relatively low pricing
strategies to penetrate the market, hoping to attract a large number of customers and
achieved a large market share.

34
Market penetration strategies attracts their customers by offering cheaper goods
than marketplaces. To use this approach to attract customers' attention, market
penetration tends to lead the company to a loss of start-up. Gradually, the reputation of
the business in the market can bring profits and make the brand stand out among the
industry. Often, after entering the market at a certain level, Minh Hoa Thanh begins to
raise prices to better reflect their position in the market and bring in interest rates.
DESCRIBE PRICING METHOD THAT MHT USED
Công ty có 3 phương pháp định giá như sau:
Định giá theo nhà sản xuất: Nhà sản xuất quy định một số mức giá sản phẩm cho
công ty theo từng mặt hàng cụ thể. Sau đó công ty sẽ quy định mức giá của nhà sản xuất cho
các đại lý phân phối trực thuộc. Bên cạnh đó, công ty được hưởng một số quyền lợi nhưng
phải tuân thủ những điều kiện từ nhà sản xuất. Các sản phẩm bóng đèn, công tắc, hộp nối,
đồng hồ, báo nút…
Định giá theo chiết khấu:
- Khi công ty đặt mua sản phẩm của nhà sản xuất thì sẽ được hưởng một tỷ lệ chiết
khấu nhất định. Sản phẩm của đèn chống cháy nổ cũng được áp dụng theo cách này. Công ty
được hưởng mức chiết khấu theo tỷ lệ%nhất định/ sản phẩm, dưới đây là bảng giá của công
ty mua và bán cho các cửa hàng cũng như công trình. Thường thì công ty hưởng mức chiết
khấu theo hình thường chiết khấu theo số lượng.
Bảng : Giá cửa hàng và giá đại lý một sô sản phẩm điện nước của công ty
ĐVT:VNĐ
STT SẢN PHẨM
GIÁ CỬA
HÀNG
GIÁ ĐẠI LÝ Vietpha
Trường
Phú
1 Đầu báo nhiệt 107,000 87,000 110,000 110,000
2 Đầu báo khói 86,000 70,000 90.000 92,000
3 Hộp báo cháy khẩn cấp 301,000 276,000 310.000 313,000
4 Van cổng đồng mi 42,000 32,000 48,000 52,000
5 Van cổng gang 55,000 45,000 52,000 55,000
6 Van cửa PPR 55,000 45,000 52,000 55,000
7 Van cổng đồng MBV 59,000 49,000 63,000 65,000
(Nguồn:Công ty Minh hòa Thành)

35
Ta nhận thấy các chính sách chiết khấu giá của công ty là rất lớn điều đó chứng
tỏ công ty có khuyến khích khá tốt đối với giá cho sản phẩm cho các đại lý. Giá tại
cửa hàng của công ty đối thủ chênh lệch không nhiều, để tránh đối đầu và khuynh
hướng tạo sự cạnh tranh về giá giữa các hãng với nhau.Trong xu hướng thị trường hiện
nay, giá sản phẩm thiết bị điện nước ngày càng giảm. Sản phẩm của công ty có nhiều
mức độ giá khác nhau, công ty đang thực hiện giảm giá bằng cách giảm các chi phí về
kho bãi, vận chuyển nên giá có sự chênh lệch với các đối thủ cạnh tranh.
Từ chính sách này công ty đã tiêu thụ một lượng hàng khá lớn và mặc dù sản
phẩm xách tay không phải là mặt hàng chủ lực của công ty nhưng với chính sách này
công ty đã tiêu thụ lượng lớn các sản phẩm dòng này đặc biệt là với các sản phẩm giá
trung bình và giá thấp.
 Chính sách thanh toán
Nguyên tắc thanh toán của công ty là thanh toán dứt điểm từng hóa đơn, trả tiền
cho hóa đơn cũ trước cho hóa đơn mới sau.Thời hạn thanh toán là 1 tháng kể từ ngày
lập hóa đơn.Đối với các đơn hàng lần 1 các đại lý phải chịu trách nhiệm trả ngay sau
khi nhận hàng, kê từ hóa đơn thứ 2 trở đi công ty có chính sách gối nợ.Về nguyên tắc
là như vậy song với các đại lý khó khăn về tài chính công ty có thể châm trước thời
gian thanh toán cho các đại lý.
Đối với các đối thủ cạnh tranh của công ty thì chính sách thanh toán khắt khe hơn, đôi
khi gây nhiều phiền hà cho các đại lý:
- Nếu thanh toán sau khi giao hàng, áp dụng mức chiết khấu như trong bảng giá đại lý,
đồng thời đại lý cũng phải đặt cọc trước ít nhất 30% giá trị của đơn hàng đó;
- Nếu thanh toán trước khi giao hàng, đại lý được chiết khấu thêm 5% so với mức
chiết khấu trong bảng giá đại lý;
Công nợ cho mỗi đại lý tại mọi thời điểm không trên 30 triệu đồng.
Cuối mỗi tháng, công ty sẽ làm đối chiếu công nợ những đơn hàng phát sinh trong
tháng và thông tin đến cho đại lý qua các hình thức (email, điện thoại ...). để cùng đối
chiếu và xác nhận. Hạn thanh toán là từ mùng 1 đến mùng 5 của tháng tiếp theo.
Thus, there are the differences between the price for current markets and the
prices for new market. It means that the price for new markets are lower than ones for
current markets, as the price of five products below:

36
PPR gate valve
PPR gate valve is the valve using cold water line but it is designed for use with
hot water systems and solar air-temperatures of 50 to 90 oC temperature depending on
sunlight and regions, rainy weather ... but temperatures of up to 120 ° C valve.
To export this product to new market, Minh Hoa Thanh make up the profit 20%,
comparing to profit 30% for current markets. It is 10% lower than profit that Minh
Hoa Thanh earn from export.
Table 2. 2: Pricing of PPR gate valve
Unit: VND
Steel gate valve
Steel gate valves are available in three bonnet designs. The first design is the
Bolted Bonnet, with male-female joint, spiral wound gasket, made in F304/graphite.
Ring joint gasket are also available on request. The second design is the welded bonnet
with a threaded and seal welded joint. On request a full penetration strength welded
joint is available. The third design is the pressure seal bonnet, with a threaded and
pressure seal bonnet joint.
The price for new export market is 1, 920,000 VND lower than current ones
that is 2,080,000 VND. The purpose is to attract new customers based on low prices.
Table 2. 3: Pricing of steel valve
Unit: VND

37
Gate valve flange3
Ti gate valve is submerged line valve cap Shinji origin Taiwan Taiwan brand
produced in Vietnam according to BS, Jis big pressure. Wing valve is designed with
rubber anticorrosion surely designs. Ti gate valve cap Shinji sink used to open or
change the flow rate is often used for water supply and irrigation.
Table 2. 4: Pricing for Gate valve flange3
Unit: VND
Brass gate vale lock handle
Minh Hoa Thanh is engaged in manufacturing, exporting and supplying
excellent quality Brass Gate Valve Lock Handle to the valuable customers. The item

38
has no rising stem, solid wedge, full bore, screwed ends. Manufacturing is according
ro BS 5154:1991 Standard; BS 21 / ISO 228-1-2000 Standard threads; Max working
pressure 10 bar; Max working temperature 120ºC.
Table 2. 5: Pricing for Brass gate vale lock handle
Unit: VND
Brass gate valve MIHA
Brass gate valve MIHA brand by Minh Hoa Thanh Company from Viet Nam.
MIHA brand is specified class product to exporting and used in large construction
project.
Brass gate valves, MIHA brand (export), have no rising stem, solid wedge,
screwed ends. They have green colour handwheel; BS 21/ISO 228-1-2000 threads
standard; Max. working pressure. 20 bars; Max. working temperature: 120oC.
The price for new export market is 1,860,000 VND lower than current ones that
is 2,015,000 VND. The purpose is to attract new customers based on low prices
Table 2. 6: Pricing for Brass gate vale – Miha brand
Unit: VND

39
A low valuation strategy can help Minh Hoa Thanh enter the market in case it
meets the following conditions: The market is sensitive to price and a low price can
stimulate market growth. The the costs of production and distribution are diminishing
as the level of production experience increases; and a low price does not increase the
level of actual and potential competition.
In fact, there are many forms of discount, such as cash discounts, quantity
discounts, functional discounts (discounted for shoppers who are business employees
or distribution members), seasonal discounts (seasonal discounts, festivals, events) ....
2.2.2.4 Promotion Strategy
Social media websites such as Facebook, LinkedIn, YouTube and Google+ will
help Minh Hoa Thanh promote gate vales in a more relaxed environment. This is
direct marketing at its best. Social networks connect with a world of potential
customers that can view Minh Hoa Thanh from a different perspective. Rather than
seeing the company as "trying to sell" something, the social network can see a
company that is in touch with potential customers on a more personal level. This can
help lessen the divide between Minh Hoa Thanh and their customers, which in turn
presents a more appealing and familiar image of the company.
Today, they become powerful marketing and communication tools. The
company easily communicate with your customers is an excellent habit when using
them. Add content to the company’s page as often as possible and keep their
customers up-do-date on all that is new and exciting.
One of the key advantages of social media for businesses is to help Minh Hoa
Thanh interact with their customers. Going through the Youtube and Facebook updates
that are posted by the customer base gives the company insight into what their
customers need. This is useful for helping the company formulate marketing strategies
that address customers’ needs.
Minh Hoa Thanh has to create A social media mission statement. The social
media mission statement will drive minh Hoa Thanh future actions, so make sure the
company puts some thought into it. This statement will make it clear exactly what

40
Minh Hoa Thanh plans to use their social media presence for and should reflect their
brand identity. The most important thing is that the company should keep in mind the
ideal customer when trying to create this statement.
Product Giveaways Method
Product giveaways and allowing potential customers to gate vale sample are
methods used often by Minh Ha Thanh to introduce their products. The company
sponsors in-store promotions, giving away product samples to entice the buying public
into trying new markets.
Use Customer Appreciation Events
An in-store customer appreciation event with free refreshments and exhibition
will draw customers into the show room. Setting up convenient product displays
before the launch of the event will ensure the products Minh Hoa Thanh wants to
promote are highly visible when the customers arrive. By the way, Minh Hoa Thanh
will take part in global and domestic exhibitions to make sure that Minh Hoa Thanh
will bring the products and brand name to potential customers.
Use After-Sale Customer Surveys Events
Minh Hoa Thanh will set up a customer service plan to contact the customers
after a sale. This is a promotional strategy that find out the importance of customer
satisfaction first while opening for a promotional opportunity. Moreover, Sales team
also make survey calls to customers to gather information that can later be used for
marketing plan. They make questionnaire to ask the customer about their feeling of the
products and services purchased with the company. This serves the dual purpose of
promoting Minh Hoa Thanh as one that cares what the customer thinks and one that is
always striving to provide the best and suitable products.

41
CHAPTER 3
RECOMMENDATIONS AND SOLUTIONS
3.1 Target market
Minh Hoa Thanh target markets are Asian markets. Firstly, the company should
choose some key markets to reach in advance such a as Laos and Cambodia because
they are near Vietnam and there is a huge need of gate vale demand in these countries.
At first stage, Minh Hoa Thanh will sell gate vale directly to wholesales and
retailers there. To make sure that the customers have recognized and seen the
company’s gate vales. In the second stage, Minh Hoa Thanh will open office there
with some showrooms. The open showroom is a unique retail experience that help the
target customers know clear about the products.
3.2 Branding
Branding is very important to Minh Hoa Thanh as it is for big names. Indeed,
brand name helps the company appeal to consumers that prefer to support independent
brands. Moreover, branding is a way of defining the company’s business to their
customers. Thus, Minh Hoa Thanh has to build good brands to attract their customer.
Firstly, Minh Hoa Thanh should review gate vales offering, pinpoint the space in the
market it occupies and research the emotive and rational needs and concerns of their
customers. Then, the company has to keep creating trust with honest branding that is
clear who the company is and is true to the values driving it every day.
3.3 Advertising
To have good advertising, Minh Hoa Thanh should use a powerful message to
have their customer attention. If the customers understand the message quickly, they
will contact advertisements. This is why the company has to make sure that their
advertisement actually grabs and keeps their customers attention. Moreover, the
company also explains the important features of gate vales, by the way, explains the
benefits for the customer, too. In addition, one of the most important parts of creating
an effective advertisement is building up trust and interest in the company. Thus, Minh
Hoa Thanh should set up online forum for the products and customer service. The

42
customers also trust other buyers and want to know what they have to say about the
company. Minh Hoa Thanh can’t make the customers look for online reviews about
their business, but the company can give them the same peace of mind by adding a
testimonial from a current customer who is pleased with what Minh Hoa Thanh has
offered. Seeing that other consumers who are just like them, are happy with the
product can encourage potential clients to give the company a try.
CONCLUSION
Minh Hoa Thanh has carried out marketing – mix for the company.
About product strategy, Minh Hoa Thanh focuses on creating differentiators in
their gate vales. The product differentiation is the process of distinguishing a product
or service from others, to make it more attractive to a particular target market. This
involves differentiating the company from their competitors' products as well as a their
own products. Differentiation looks to make gate vales more attractive by contrasting
its unique qualities with other competing gate vales. Successful product differentiation
creates a competitive advantage for Minh Hoa Thanh, as customers view these
products as being unique or superior. Product differentiation also determines what sets
Minh Hoa Thanh gate vales apart from other similar ones, and it uses that difference to
drive consumer interest. Product differentiation is often subjective, aiming primarily at
altering customer perspective on the company product when compared to another.
About price strategy, Minh Hoa Thanh chooses pricing to gain market share.
Minh Hoa Thanh adopts this strategy in order to enter the market and to gain market
share. The company make decision to keep a low price for their products for a limited
period that is for some few months. This strategy is only used to set up their customer
base in a particular market. Pricing strategy is a way of finding a competitive price of a
product or a service. This strategy comprises of one of the most significant ingredients
of the marketing-mix as it is not focused on generating and increasing the revenue for
the company, but Minh Hoa Thanh can enter the new market and reach new customers.
Understanding the market conditions and the unmet desires of the consumers along
with the price that the consumer is willing to pay to fulfill his unmet desires is the
ultimate way of gaining success in the pricing strategy of gate vales.

43
About place strategy, Minh Hoa Thanh has plan to open stores, showrooms and
set up factories in some Asian countries that are target markets of Minh Hoa Thanh.
As the result, Minh Hoa Thanh will create collaboration between retailers, suppliers,
and the customers. In addition, the company provides retail supply chains with the
agility and flexibility to meet consumers’ expectations.
About promotion strategy, Minh Hoa Thanh has a plan to deploy social media
websites such as Facebook, LinkedIn, YouTube and Google+. Social media represents
low-cost tools that are used to combine technology and social interaction with the use
of words. This strategy gives Minh Hoa Thanh a chance to communicate with their
current customers and potential consumers. It personalizes the "brand" and helps Minh
Hoa Thanh spread their message in a relaxed and conversational way. In addition, the
company uses social media to provide an identity to their customers that Minh Hoa
Thanh is offering. The company also creates relationships using social media with
their customers who might not otherwise know about the products that Minh Hoa
Thanh represents. By the way, social media makes Minh Hoa Thanh "real" to their
consumers. Moreover, Minh Hoa Thanh uses social media to associate themselves
with their customers and serve the same target market. And the company uses social
media to communicate and provide the interaction that their consumers look for.
In today’s world, the role of marketing is too important to be ignored. Large
and small company are today competing for the same market and the most innovative
and proactive have emerged victors. As a result, the company’s survival is dependent
upon their wise marketing efforts coupled by financial operational among other
functions within their structure.

44
REFERENCES:
Borden, N. (1984). The Concept of the Marketing Mix. Harvard Business School
Journal, 2, pp.7-12.
Pride, W. (2011). Marketing principles. South Melbourne, Vic.: Cengage Learning.
The power of selling. (2015). 1st ed. [ebook] pp.270-330. Available at:
http://2012books.lardbucket.org/pdfs/powerful-selling/s10-prospecting-and-
qualifying-the.pdf [Accessed 13 Jan. 2015].

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