TT 00051000042

Topics: Marketing, Fertilizer, Strategic management Pages: 26 (4792 words) Published: December 3, 2014
TABLE OF CONTENTS
ACKNOWLEDGEMENTS
ABSTRACT
TÓM TẮT
TABLE OF CONTENTS
LIST ABBREVIATIONS
LIST OF FIGURES
LIST OF TABLES
INTRODUCTION
1. The thesis title
2. Necessity of the thesis
3. Research aim and objectives
4. Research questions
5. Data sources and Research methodology
6. Scope of the research
7. Significance of the research
8. Structure of the thesis
Chapter 1: LITERATURE REVIEW
1.1 The concept of marketing
1.2. The analysis of macro environment and industry
1.2.1. Macro environment analysis
1.2.2. Industry analysis
1.3. Target market segmentation, selection and positioning
1.3.1. Market segmentation
1.3.2. Select the target market
1.3.3. Positioning in the Market.
1.4. Marketing Mix (4P).
Chapter 2: NPK MARKET ANALYSIS OF PETROVIETNAM
FERTILIZER AND CHEMICALS CORPORATION (PVFCCo)
2.1. Process of establishment and development
2.2. Production and operation performance of PVFCCo
2.3. Macro environment analysis
2.3.1.Politics
2.3.2 Economic factors analysis
2.3.3 Cultural and social factors
2.3.4 Technological factors
2.4. Industry environment analysis
2.4.1. NPK Fertilizer market analysis

2.4.2. Competitors analysis
2.4.3. Pressure from Customer
2.4.4. Pressure from material sources.
2.4.6. Pressure from substitute products to NPK fertilizer
2.5 Target market analysis of competitors
2.5.1 Regional demand
2.5.2 Market share
2.6 Customers’ comments on NPK fertilizers.
2.6.1.Farmer customers.
2.6.2. Distributor and retailer customers
2.6.3 NPK Products Positioning Analysis
2.7. Analysis of Competitors’ Marketing Mix
2.7.1. Japan Vietnam Fertilizers
2.7.2. BinhDien Fertilizers Joint Stock Company
2.7.3. Lam Thao Fertilizers and Chemicals Company (LAFCHEMCO) 2.7.4. Baconco Limited Company
2.7.5. Nam Sao International Joint Stock Company
Chapter 3: MARKETING SOLUTIONS FOR NPK FERTILIZER
OFPETROVIETNAM FERTILIZER AND CHEMICALS
CORPORATION (PVFCCo)IN THE PERIOD 2012 – 2014
3.1 Target market of PVFCCo’s NPK fertilizer
3.1.1. Plant location
3.1.2. Marketcompetitiveness
3.1.3. Market attractiveness
3.2 Positioning strategy of PVFCCo’s NPK fertilizer
3.2.1. Production technology
3.2.2. Raw material sources
3.2.3. Production capability
3.2.4. Marketing and distribution capability
3.2.5. Product positioning of PVFCCo’s NPK fertilizer
3.3. Marketing targets for NPK products
3.4. Marketing Mix for NPK fertilizer of PVFCCo
3.4.1. Product strategies
3.4.2. Price strategies
3.4.3. Place strategies
3.4.4. Promotion strategy
CONCLUSION
REFERENCES
APPENDIX

MARKETING SOLUTIONS FOR NPK FERTILIZER OF
PETROVIETNAM FERTILIZER AND CHEMICALS
CORPORATION (PVFCCo) IN THE PERIOD 2012 – 2014
Tran Van Hiep
MBA Candidate, 2009-2011
School of Business
Vietnam National University, Hanoi
Supervisor: Dr. Tran Doan Kim
INTRODUCTION

1. The thesis title
Marketing solutions for NPK fertilizer of Petrovietnam Fertilizer and Chemicals Corporation (PVFCCo) in the period 2012 - 2014
2. Necessity of the thesis
In the period of economic renovation reform (often known as
“Doi Moi”), the most outstanding achievement made by Vietnam agricultural sector is the world appreciation of its food production and exports. After the war end in 1975, Vietnam fell deep into the food crisis. However, since 1989 Vietnam agriculture industry has not only served the domestic demand but also exported products to the world market, namely rice, coffee, cashew nuts, etc. This remarkable achievement is a result of policy done by the Party and Government, which has paid attention to agricultural development. In addition, the agriculture has also applied the scientific and technical methods and effective usage of fertilizers in farming. Despite the existing achievements, agriculture industry needs further 1

promotion and investment because Vietnam is still a backward agricultural country. The farming knowledge of farmers remains limited as they commonly base on their own experience in...

References: Tran Van Hiep
MBA Candidate, 2009-2011
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