INTRODUCTION

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 in Vietnam, Ferroli Viet Nam 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 competitiors’. The reason for this partly lies in its marketing. After taking a close look at Ferroli Viet Nam’s performance, I decide to choose “Marketing strategies of Ferroli Viet Nam” as the topic for my field study report with a view to examiming Ferroli Viet Nam’s marketing strategy and making some recommendations to improve it.

Ferroli Viet Nam 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 Ferroli Viet Nam

Chapter 3: Some Recommendations to Improve Ferroli Viet Nam’s Marketing Strategy