table of contents i

acknowledgments iii

list of abbreviation iv

list of figures and tables v

introduction 1

chapter 1: Theoretical marketing operation process 3

1.1.definition of marketing. 3

1.2. The marketing process. 4

1.2.1. The old marketing process. 5

1.2.2. The new marketing process. 6

1.3. Marketing mix. 8

1.3.1. Traditional marketing mix. 8

1.3.1.1. Modern marketing mix (4cs) 9

1.3.1.2. Swot analysis. 9

1.4. Strategic content marketing. 10

1.4.1. Markets 11

1.4.2. Segmentation 11

1.4.2.1. Product policy 12

1.4.2.2. Price policy. 12

1.4.2.3. Place policy. 13

1.4.2.4. Promotion policy. 14

1.5. Factors affecting the marketing strategies of business. 14

1.5.1. Group companies outside factors (internal environment sector) 14

1.5.2. Group internal factor in business 14

chater 2: Analysis of the marketing strategies of vinh son jsc 15

2.1. Vinh son jsc profile 15

2.2. Organization and finance. 16

2.3. Business operation. 17

2.4. Marketing activities of vinh son jsc 17

2.4.1. Vinh son jscs product activities. 18

2.4.2. Vinh son jscs price activities. 19

2.4.3. Vinh son jscs place activities. 20

2.4.4. Vinh son jscs promotion activities 21

2.5. Overall assessment of the companys marketing activities. 21

2.5.1. Some positive aspects of the marketing in company. 22

2.5.2. The limitations and problems resolved. 22

chapter 3: Orientation of development and some solutions to enhancing marketing strategies in vinh son joint stock company 23

3.1. Development orientation of the company in the future 23

3.2. Some solutions to building marketing strategies for vinh son jsc. 23

3.2.1. Extremely perfect marketing strategy. 23

3.2.1.1. Perfecting product policy 24

3.2.1.2. Development of pricing strategies for the companys products 24

3.2.1.3. Perfecting the system of placing channels. 25

3.2.1. 4. Perfecting promotion policies 25

3.3. The solutions – oriented through the swot matrix of vinh son jsc 26

3.3.1. The solution combines so (use power to take opportunity) 26

3.3.2. The solution combines st(using the strength to overcome the threat). 26

3.3.3. The solution combines wo (use the opportunity to rectify weaknesses) 27

3.3.4. The solution combines wt (limit weaknesses and avoid threats) 27

conclusion 28

bibliography 29