Table of content

ACKNOWLEDGEMENTS

Executive Summary 1

Chapter I: Introduction 4

I. Establishment and Development History of Cau Duong factory 4

1. Establishment 4

2. Organization Framework 5

3. Characteristic of Base line of Business 6

4. Asset and Equity 8

II. The Important of This Theme 10

Chapter ii: literature review 12

I. Overview 12

II. Some Concepts Related to the Research 12

1. Term “Market” 12

1.1. Definition 12

1.2. Functions of market 15

2. Marketing concept 16

2.1. Definition 16

2.2. The Role of Marketing in Practice of a Firm 17

3. Marketing Research 18

3.1. Definition 18

3.2. The Duty of Marketing Research 20

III. Economic Environment 20

1. Environment of the economy 20

2. Industry Structure 22

2.1. Plywood Production 22

2.2. Note-paper Procession 24

Summary 26

Chapter iii: research methodology 27

Chapter iv: results / findings 30

I. Results 30

1. Business Activity Analysis 30

2. Competition Situation 32

2.1. Domestic competitors 32

2.2. Foreign rivals 33

2.3. Position of Cau Duong Factory in the Market 35

3. Potential Market 37

3.1. Note-paper Production 37

3.2. Market of Plywood for Construction 38

4. Political and Legal Factors 40

5. Demographic factors 41

6. SWOT Analysis 42

II. Findings 44

1. Real State of Marketing Research in Cau Duong Factory 44

2. Elements Affect on Selling-price of Cau Duong Factory 46

Summary 47

Chapter v: limitations 49

Chapter VI: conclusions and recommendations 50

I. Conclusions 50

II. recommendations 51

1. Improving Awareness of the Factorys Staff about Marketing 51

1.1. Solution to Consolidate and Expand the Market 52

1.2. Marketing Research Activity of Cau Duong Factory in short term 53

1.2.1. Establishing a Temporary Marketing Staff 53

1.2.2. Entrusting all Department with Task of doing Market Research 53

in near future

2. Cau Duong Factory should set up a Marketing Staff 56

3. Solution to Improve Product Quality and Reduce Price 58

3.1. Improving Quality 58

3.2. Improving Price Policy 59

Appendix 1: questionnaire 61

Appendix 2: charts 67

Appendix 3: bibliography 68