Marketing solutions for NPK fertilizer of Petro Vietnam Fertilizer and

Marketing solutions for NPK fertilizer of
Petro Vietnam Fertilizer and Chemicals
Corporation (PVFCCo) in the period
2012-2014
Trần Văn Hiệp
Khoa Quản trị Kinh doanh
Luận văn Thạc sĩ ngành: Quản trị kinh doanh; Mã số: 60 34 05
Người hướng dẫn: TS. Trần Đoàn Kim
Năm bảo vệ: 2011
Keywords. Quản lý tiếp thị; Marketing; Phân bón
Content
TABLE OF CONTENTS
ACKNOWLEDGEMENTS .................................................................................................... i
ABSTRACT ........................................................................................................................... ii
TÓM TẮT............................................................................................................................. iv
TABLE OF CONTENTS ..................................................................................................... vi
LIST ABBREVIATIONS..................................................................................................... ix
LIST OF FIGURES ............................................................................................................... x
LIST OF TABLES............................................................................................................... xii
INTRODUCTION ................................................................................................................. 1
1. The thesis title ............................................................................................................... 1
2. Necessity of the thesis................................................................................................... 1
3. Research aim and objectives ......................................................................................... 2
4. Research questions ........................................................................................................ 3
5. Data sources and Research methodology ..................................................................... 3
6. Scope of the research .................................................................................................... 3
7. Significance of the research .......................................................................................... 4
8. Structure of the thesis ................................................................................................... 4
Chapter 1: LITERATURE REVIEW .................................................................................... 5
1.1The concept of marketing ............................................................................................. 5
1.2. The analysis of macro environment and industry ....................................................... 7
1.2.1. Macro environment analysis ................................................................................ 7
1.2.2. Industry analysis ................................................................................................ 10
1.3. Target market segmentation, selection and positioning ............................................ 14
1.2.3. Market segmentation ......................................................................................... 15
1.2.4. Select the target market ..................................................................................... 17
1.2.5. Positioning in the Market .................................................................................. 17
1.4. Marketing Mix (4P) ...................................................................................................... 20
Chapter 2: NPK MARKET ANALYSIS OF PETROVIETNAM FERTILIZER
AND CHEMICALS CORPORATION (PVFCCo) ........................................................................ 23
2.1. Process of establishment and development ............................................................. 23
2.2. Production and operation performance of PVFCCo ............................................... 24
2.3. Macro environment analysis ................................................................................... 26
2.3.1.
Politic .................................................................................................... 26
2.3.2 Economic factors analysis ................................................................................... 28
2.3.3 Cultural and social factors ................................................................................... 29
2.3.4 Technological factors .......................................................................................... 31
2.4. Industry environment analysis ................................................................................ 32
2.4.1.
NPK Fertilizer market analysis.............................................................. 32
2.4.2. Competitors analysis ........................................................................................... 34
2.4.3. Pressure from Customer ...................................................................................... 48
2.4.4. Pressure from material sources ........................................................................... 49
2.4.6. Pressure from substitute products to NPK fertilizer ........................................... 53
2.5
Target market analysis of competitors .................................................................... 53
2.5.1 Regional demand ................................................................................................. 53
2.5.2 Market share ........................................................................................................ 54
2.6
Customers’ comments on NPK fertilizers ............................................................... 57
2.6.1.
Farmer customers .................................................................................. 57
2.6.2.
Distributor and retailer customers ......................................................... 59
2.6.3 NPK Products Positioning Analysis .................................................................... 60
2.7. Analysis of Competitors’ Marketing Mix ................................................................. 61
2.7.1. Japan Vietnam Fertilizers .................................................................................... 61
2.7.2. BinhDien Fertilizers Joint Stock Company ......................................................... 61
2.7.3. Lam Thao Fertilizers and Chemicals Company (LAFCHEMCO) ...................... 62
2.7.4. Baconco Limited Company ................................................................................. 63
2.7.5. Nam Sao International Joint Stock Company ..................................................... 64
Chapter 3: MARKETING SOLUTIONS FOR NPK FERTILIZER OFPETROVIETNAM
FERTILIZER AND CHEMICALS CORPORATION (PVFCCo)IN THE PERIOD 2012 2014..................................................................................................................................... 67
3.1
Target market of PVFCCo’s NPK fertilizer ............................................................ 67
3.1.1. Plant location ..................................................................................................... 67
3.1.2. Marketcompetitiveness ...................................................................................... 68
3.1.3. Market attractiveness ......................................................................................... 69
3.2 Positioning strategy of PVFCCo’s NPK fertilizer .................................................... 71
3.2.1. Production technology ....................................................................................... 72
3.2.2. Raw material sources ......................................................................................... 72
3.2.3. Production capability ......................................................................................... 72
3.2.4. Marketing and distribution capability ............................................................... 73
3.2.5. Product positioning of PVFCCo’s NPK fertilizer ............................................. 74
3.3. Marketing targets for NPK products ......................................................................... 76
3.4. Marketing Mix for NPK fertilizer of PVFCCo ......................................................... 78
3.4.1. Product strategies............................................................................................... 78
3.4.2. Price strategies ................................................................................................... 79
3.4.3. Place strategies .................................................................................................. 80
3.4.4. Promotion strategy............................................................................................. 85
CONCLUSION ................................................................................................................... 87
REFERENCES .................................................................................................................... 88
APPENDIX ......................................................................................................................... 89
References
Vietnamese
[1] . Dr. Vo Minh Sang (2003), Quản trị Marketing, NXB Thong Ke, Hanoi
[2] . Dr. Tran Minh Dao (2002), Marketing Can Ban, NXB Giao Duc, Hanoi
[3] . Phan Van Thang, (1998),Nghien Cuu Marketing, NXB Thong Ke, Hanoi
[4] . http://www.dpm.vn
[5] . http://cafef.vn
[6] . http://www.hsc.com.vn
[7] . http://www.gso.gov.vn
[8] . http://www.agroviet.gov.vn
[9] . http://www.cuctrongtrot.gov.vn
[10] . http://www.customs.gov.vn
[11] . http://www.vinachem.com.vn
English
[1] . Brian Toyne, Peter G. P. Walters (1989), Global Marketing Management, Allyn &
Bacon, Boston,Massachusetts, U.S.A
[2]
.David
A, Aaker, Hoboken, John Wiley (2005), Strategic Marketing
Management,Hoboken, NJ : John Wiley, New York, U.S.A
[3]
.Michael John Baker(2001), Marketing Theory, Macmillan, U.K
[4]
. Michael E.Poter (2001), Competitive Strategy, Harvard University Press,
U.S.A
[5]. Philip Kotler (2003), Marketing Management, Prentice Hall, Singapore
[6] . William D. Perreault, E. Jerome McCarthy (1988), Basic Marketing, McGraw Hill/Irwin, New York
[7] . Philip Kotler (2001), A Framework for Marketing Management, Prentice-Hall, U.S.A
.
Kenneth L. Bernhardt, Thomas (1978), Cases in Marketing,Dallas : Business
Publications, Ohio, U.S.A

Download Report