Graduation paperNguyen Thi Chien- K43N2                            Nguyen Thi Chien- K43N2

CHAPTER I

INTRODUCTION

1. 1. Rationale

Nowadays, Integrationisaninevitable trend and Vietnamis alsonot out ofthat trend. Vietnam isin theperiod ofindustrialization andmodernization so that demands forinfrastructuredevelopmentare very enormous. Oneofthedifficultiesof Vietnamese enterprises is the lack of steel plate. Therefore,Enterprisesneedtoimport these goodstomeetdomestic demands.

Duringa short period ofinternship, the researcher found that in almost businesses and especially, Hoa PhatTradingCo., Ltd. -one of theleadingcompanieson importing steel plate, their difficulty is tolook for consumption market when they import these products. They didn’tknow howto take advantage ofmarketingsolutionsto penetratethe market. Recognizing theroleand the positionofmarketingmanagement,the researcher is convinced thatbesideHoa Phat’sachievements, the companyneeds to plan a marketingsolutionin line with their current capabilitiesandimplementascientific, reasonable andclose control ofmarketingprocessesto penetrate the market. Therefore, the researcher decides to do a study on the topic :"Marketing solutions topenetratesteel plate import market of Hoa Phat Trading Co., Ltd in Hanoi market."

1.2. Research questions

- What are the issues related to marketing activities, marketing solutions to penetrate the import markets of businesses?

- How are marketing activities applied into penetration solutions for imported steel plate in Hoa Phat Trading Co., Ltd?

1.3. Aims of the study

- General objectives:

ü      Suggesting marketing solutions to penetrate Hanoi market for imported steel plate of Hoa Phat Trading Co., Ltd.

- Specific objectives:

Stating the theory of market penetration and marketing solutions of import market penetration strategy

ü      Analysing real situations of business and marketing activities which were used in the period of 2008 – 2010. From this situation and the primary data, a conclusion of strengths, weaknesses and causes of existing problems in import marketing activities of Hoa Phat Trading Co., Ltd was drown.

VietnamUniversity of CommerceFaculty of English                             Faculty of English