TABLE OF CONTENT

Acknowledgements

Executive summary

List of tables and figures

INTRODUCTION

Rationale of the study

Scope and focus of the study

Research questions

Methodology

Structure of the report

CHAPTER 1. INTRODUCTION OF NOIBAI AIRPORT SERVICES JOIN-STOCK COMPANY, DUTY-REE DEPARTMENT, DUTY-FREE SHOPS, THE FORMATION AND CONCEPTS OF DUTY-FREE BUSINESS

1.1. Introduce NoiBai Airport Services Join-Stock Company (NASCO), Duty-free Department (DFD) and Duty-free shops

1.1.1. NASCO

1.1.2. DFD

1.2. Formation of duty-free business in the world and in Vietnam

1.2.1. History and development of duty-free business in the world

1.2.2. The formation of duty-free business in Vietnam

1.3. Concepts of duty-free business

1.3.1. Definition

1.3.2. Kinds of duty-free shop

1.3.3. Characteristics of duty-free shops in Vietnam

1.3.3.1. Common characteristics

1.3.3.2. Places of duty-free shops

1.3.3.3. Duty-free goods

1.3.3.4. Persons entitled to purchase goods on sale in duty-free shops

1.3.3.5. Duty-free luggage quotas for people on entry at the Vietnamese border gates

1.4. Problems related to the research topic, research questions, methodology and score of the research

1.4.1. Rationale of the study

1.4.2. Scope of the study, research questions and methodology

CHAPTER 2: THEORETICAL BACKGROUND OF MARKETING STRATEGY

2.1. Promoting products: Marketing communication strategy

2.1.1. Steps in developing effective communication

2.1.2. Growth of direct marketing

2.1.3. Integrated marketing communications

2.1.4. Direct marketing

2.2. Promotion products: Advertising, sales promotion, and public relations

2.2.1. Advertising

2.2.2. Sales promotion

2.2.3. Public relations

2.3. Promotion products: Personal selling and sales management

2.3.1. The role of personal selling

2.3.2. Managing the sales force

2.3.3. Steps in the selling process

CHAPTER 3. ANALYSIS AND FINDINGS

3.1. Result of duty-free business at NoiBai International Airport

3.1.1. Total revenue of duty-free business

3.1.2. Selling duty-free goods on international flights

3.1.3. Selling duty-free goods for people on exit and transit

3.1.3.1. In 2008

3.1.3.1. In 2009

3.2. Duty-free business situation

3.2.1. The rate of growth between goods made in Vietnam and import goods is not fair

3.2.2. The weakness of advertisement activities, sales promotion, and public relations

3.2.2.1. Advertisement activities

3.2.2.2. Sales promotion

3.2.2.3. Public relations

CHAPTER 4. RECOMMENDATIONS

4.1. Improving state policies with duty-free goods

4.1.1. Goods made in Vietnam

4.1.2. Goods imported from foreign countries

4.2. Increasing activities of advertising, promotion programs, public relation

4.2.1. Advertising

4.2.2. Promotion programs

4.2.3. Public relations

4.3. Other recommendations

4.3.1. Increasing the level of penetration and research of customers’ psychology

4.3.2. Investing in facilities and technology equipments for duty-free business

4.3.3. Joining actively duty-free goods fair at countries in region and in the world

CONCLUSION

REFERENCES