Situation Analysis of Vietnam Telecome Services Company

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|[pic] |HANOI UNIVERSITY | | |FACULTY OF MANAGEMENT AND TOURISM | | | |

Principle of Marketing Assignment

SITUATION ANALYSIS OF

VIETNAM TELECOME SERVICES COMPANY
[pic]

TABLE OF CONTENT

TABLE OF CONTENT1

EXECUTIVE SUMMARY3

1COMPANY ANALYSIS4

1.1Introduction4

1.2Mission statement4

1.3Company objectives in the next 12 months4

2ENVIRONMENTAL ANALYSIS5

2.1Economic5

2.2Demographic:6

2.3Technology7

2.4Social/cultural7

2.5Legal/political7

3COMPETITOR ANALYSIS7

3.1Indirect competitors8

3.2Direct competitors8

4CUSTOMER ANALYSIS10

5BRAND ANALYSIS12

5.1Review for brand’s current performance12

5.2Current marketing strategies14

6SWOT ANALYSIS18

6.1Strength:18

6.2Weakness:19

6.3Opportunities:20

6.4Threats:20

6.5Recommendations21

7CONCLUSION22

REFERENCE24

EXECUTIVE SUMMARY

Along with many other sectors, Vietnam Posts and Telecommunications have just gone through the first development decade of the 21st century. In the early 2000s, the use of mobile services was still a luxury for most people in Vietnam. However, at the end of this decade, mobile services have become necessities for majority of Vietnamese from urban to rural, mountainous areas. As a member of Vietnam Post and Telecommunications Corporation, Vietnam Telecom Services Company (Vinaphone) is one of the leading mobile operators that have contributed significantly to these successes of Vietnam communication sector. In this report, as requested, a situation analysis of Vinaphone is presented on the purposes of reviewing all of factors which influence the development of the marketing plan of the company. This paper divided into seven parts. The first part is “Company analysis” which consists of company’s mission statement and recent objectives. The second part presents analysis about macro-environment factors affecting the market. Next, the “Competitor analysis” part provides information about Vinaphone’s direct and indirect competitors. The fourth part describes how Vinaphone divides its customers into different segments. Then, “Brand analysis” part gives a specific view about company’s current performance using Product Life Cycle and marketing strategies using 4Ps framework. The sixth part is “SWOT analysis” which is a summary of the external and internal factors influencing the industry and the company. At the end, some conclusions will be drawn from all the information which has been analyzed. We hope that this study can be a useful case study for marketing students and give some useful recommendations to improve the current performance of the Vietnam Telecom Services Company.

COMPANY ANALYSIS

1 Introduction

Vietnam Telecom Services Company is an economic organization - a member unit under Vietnam Post and Telecommunications Corporation. The Company was established under Decision No. 331/QĐ-TCCB dated 14/6/1997 by General Minister of General Post Office. The Company specializes in trading and services in fields of mobile information, SMS sending and card-based phones nationwide, together with other members in the chain of post and telecommunications technologies…

2 Mission statement

“VinaPhone always try our best to apply advance telecom technologies effectively to expand our mobile network serving customers anywhere and...
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