Báo cáo tiếng anh thương mại - đại học ngoại thương:

Nowadays, marketing is obviously a more and more vital in the successes of every enterprise. However, not many of the companies in Vietnam have paid adequate attention to marketing activities, especially when both domestic and global competition is getting fiercer and fiercer.

Being one of the companies specializing in selling air conditioners, a multinational join stock company has achieved certain success in this field. Its sales of air conditioners have increased over the years since its establishment. However, the company sales growth of air conditioners has been modest in comparison with other competitors’. The reason for this partly lies in its marketing. After taking a close look at a multinational join stock company’s performance, I decide to choose “Marketing strategies of a multinational join stock company” as the topic for my field study report with a view to examining a multinational join stock company’s marketing strategy and making some recommendations to improve it.

A multinational join stock company has a lot of business activities, but because of limited time, this report focuses only on the company’s marketing activities for one line of its business, that is air conditioners, on the market in Vietnam.

Apart from the introduction and conclusion, the report is divided into 3 chapters as follows:

Chapter 1: Theoretical Framework

Chapter 2: The marketing Strategy of a multinational join stock company

Chapter 3: Some Recommendations to Improve a multinational join stock company’s Marketing Strategy.

TABLE OF CONTENTS

INTRODUCTION 1

Chapter 1: 2

Theoretical Framework. 2

1.1. The concept of marketing. 2

1.1.1. The definition of marketing. 2

1.1.2. The goals of marketing. 3

1.2. Competitive Analysis. 4

1.3. Global Marketing Strategy. 4

1.3.1. Product 5

1.3.2. Promotion. 6

1.3.3. Price. 6

1.3.4. Place(Distribution channels) 8

1.4.The marketing mix strategies. 8

Chapter 2. 9

The Marketing Strategy of a multinational join stock company. 10

2.1. An InTroduction to a multinational join stock company. 10

2.1.1. Company development 10

2.1.2. Company’s products. 10

2.1.3. Company’s Organization. 11

2.1.4. Board of Directors. 11

2.1.5. The departments. 12

2.1.6. Company trading results. 13

2.2. The marketing strategy of a multinational join stock company. 13

2.2.1. SWOT analysis of a multinational join stock company. 13

2.2.2. Strengths. 14

2.2.3. Weaknesses. 16

2.2.4. Opportunities. 18

2.2.5. Threats. 18

2.3. A multinational join stock company - marketing mix. 18

2.3.1. Product 18

2.3.2. Price. 19

2.3.3. Place. 20

2.3.4. Promotion. 20

Chapter 3: 22

Some Recommendations to Improve a multinational join stock company’s Marketing Strategy. 22

3.1. Some recommendations to the Government and relevant authorities. 22

3.2. Recommendations to a multinational join stock company. 22

3.2.1. Improving the company’s marketing mix. 22

3.2.2. Building the company’s image. 24

Conclusion. 2