碩士 / 龍華科技大學 / 商學與管理研究所 / 100 / Maritime Informatic and Technology Joint Stock Company (MITECO) was the only business having the right to print tax invoices under the authority of General Department of Taxation until the middle of 2010. From the end of 2010, the changes of Government Policies favor condition for many companies to join this field and make MITECO have no longer monopoly of the services. The new situation has forced the company to establish a reasonable competitive strategy. The study aims to define target markets, build market positioning strategies, and give the proposals of essential marketing activities for the company to hold firm its present market and expand potential markets for 2012-2013 period. The essay is to use the theoretical model of Philip Kotler’s establishing Marketing strategy and 7P Marketing – mix strategy for services with data of customers and competitors from Haiphong department of taxation, Haiphong Portal, Department of Information and Communications of Haiphong city and data from MITECO’s records.
The research result showed that during 2007-2011, the company performed training, improving the staffs’ workmanship and management skills, investing many new particular equipments in printing tax bills; thanks to that, its revenue constantly rose 60 – 80% per year. Based on the supply-demand situation, it is realized that there are nearly 20.000 firms in Haiphong with the total demand up to about fifty five billion invoices each year and there are only 10 businesses specializing in tax invoice printing services.
The result of SWOT evaluation is to point out the strengths of its organization apparatus, brand, material facilities, and product quality, together with the weaknesses of price policy, promotion and product policy (design type). The company also gets some opportunities such as: considerable amounts of loyal customers (about 80% customers return for order, demand for invoices in market increasing more and more. In addition, the company meets the threats such as: an increase in tax bill-printing firms, the decrease of global economy. Market segmentation according to the demand is to identify three groups of customers whose demands for tax bills are under ten thousand per year, 10.000 and under 50.000 per year and 50.000 and above per year
The theme proposes that the company should choose the target market as the group of customers whose demand for invoices is ten thousand and above. The product positioning strategy offers to create the differentiation in quality of services: 100% invoices are printed in sunk security free, particular printing inks not to be faded over time, free the printing software made by the company.
The essay also proposes some adjustments in Marketing mix policy (7P) such as: cutting the price to increase the competitive capacity thanks to reducing the costs, supplementing and diversifying tax bill designs, cutting delivery time by less than 5 days, building a new order channel on the company’s website, strongly advertising its image in the market and constantly re-evaluating the production process.
| Identifer | oai:union.ndltd.org:TW/100LHU00318013 |
| Date | January 2012 |
| Creators | Dang Van Xay, Dang Van Xay |
| Contributors | PhD. Doan Hoang Minh, Ph.D ChiaChi Tsan, |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | en_US |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 53 |
Page generated in 0.0327 seconds