Nowadays, marketing is obviously more and more vital in the success 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 Production line and equipment for foodstuff industry, mechanical engineering, construction machinery in Vietnam, Ha Anh International Commercial Services Company Limited (HA ANH INCOSE CO.,Ltd) has achieved certain successes in this field. Its sales of line and equipment for foodstuff industry have increased over the years since its establishment. After taking a close look at HA ANH INCOSE CO.,Ltd’ s performance, I decided to choose “Marketing strategies of Ha Anh International Commercial Services Company Limited” as the topic for my field study report with a view to examining Ha Anh International Commercial Services Company Limited’s marketing strategy and making some recommendations to improve it.

Ha Anh International Commercial Services Company Limited 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 line and equipment for foodstuff industry, 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: Marketing strategies of Ha Anh INCOSE Co.,Ltd

Chapter 3: Some Recommendations to Improve Ha Anh International Commercial Services Company Limited’s Marketing Strategy

TABLE OF CONTENTS

INTRODUCTION 4

Chapter 1. 5

Theoretical Framework. 5

1.1. The concept of marketing. 5

1.1.1. The definition of marketing. 5

1.1.2. The goals of marketing. 7

1.2. Competitive Analysis. 7

1.3. Global Marketing Strategy. 8

1.3.1. Product. 8

1.3.2. Promotion. 9

1.3.3. Price. 10

1.3.4. Place (distribution channels). 12

1.4. The marketing mix strategies. 12

Chapter 2. 14

The Marketing Strategy of Ha Anh INCOSE Co.,Ltd. 14

2.1. An Introduction to Ha Anh INCOSE Co.,Ltd. 14

2.1.1 Company development. 14

2.1.2. Company’s products. 14

2.1.3. Company’s Organization. 15

2.1.4. Board of Directors. 15

2.1.5. The departments. 16

2.1.6. Company trading results. 17

2.2. The marketing strategy of Ha Anh INCOSE Co.,Ltd. 17

2.2.1. SWOT analysis of Ha Anh INCOSE Co.,Ltd. 17

2.2.2. Strengths. 18

2.2.3. Weaknesses. 19

2.2.4. Opportunities. 21

2.3. Ha Anh INCOSE Co.,Ltd -marketing mix. 21

2.3.1. Product. 21

2.3.2. Price. 21

2.3.3. Place. 22

2.3.4. Promotion. 22

Chapter 3:Some Recommendationsto Improve Ha Anh INCOSE Co.,Ltd’s Marketing Strategy. 24

3.1. Some recommendations to the Government and relevant authorities. 24

3.2. Recommendations to Ha Anh INCOSE Co.,Ltd. 24

3.2.1. Improving the company’s marketing mix. 24

3.2.2. Building the company’s image. 25

Conclusion. 2