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<b>MINISTRY OF EDUCATION AND TRAINING</b>

<b>SUBJECT: PRINCIPLE OF MARKETING_MKT101GROUP ASSIGNMENT</b>

<b>“NHA NAM PUBLISHING COMPANY”</b>

<b>SemesterSpring - Year 2023</b>

<b>Group memberTrần Mai Anh - SS181401Nguyễn Thị Tuyết Trinh - SE160837Võ Nguyễn Nguyên Quốc - SS180026</b>

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<b>TABLE OF CONTENT</b>

<b>I.OVERVIEW OF NHA NAM...2</b>

<b>II.MARKETING ENVIRONMENTS OF NHA NAM...4</b>

<b>1.Micro Environment...4</b>

<b>2.Macro Environment...5</b>

<b>III.TARGET MARKET AND POSITIONING OF NHA NAM...6</b>

<b>IV.MARKETING MIX OF NHA NAM...8</b>

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<b>I.OVERVIEW OF N HA NAM</b>

Nha Nam Publishing Company is a part of Nha Nam Culture and Communication Joint StockCompany, a business that operates in the field of cultural services and publications in Vietnam. NhaNam Publishing Company was established in February 2005 with a core group of literature and booklovers. From the very first book, readers have shown interest and love for a new book brand thatcarries with it the ambition to contribute to creating a new look for literature publishing in Vietnam.

The first book of the company was “Balzac and the little Chinese seamstress” by Dai Tu Kiet. NhaNam Publishing Company has published many books of different genres and topics, such as literature,history, philosophy, psychology, art, business, skills, children’s books, etc. Nha Nam has a strongonline presence on Facebook and Instagram, where it shares news, reviews, and stories about itsbooks and authors.

Some of the popular books published by Nha Nam include The Little Prince, Harry Potter, The KiteRunner, and The Alchemist. Nha Nam Publishing Company also publishes books by some famousworld authors, such as Marc Levy, Banana Yoshimoto, Haruki Murakami, etc. Nha Nam PublishingCompany aims to bring quality books to Vietnamese readers and contribute to the development ofreading culture in society.

Nha Nam, has been proud to become the Vietnamese publisher of the most illustrious names of worldliterature: Salman Rushdie, Milan Kundera, Italo Calvino, Umberto Eco, Vladimir Nabokov, OrhanPamuk, Margaret Atwood, Philip Roth, Herman Hesse, Ernest Hemingway... And finally, a series ofauthors published by Nha Nam have gained a large fan base, contributing to awakening the passionfor reading literature among many young readers, such as Marc Levy, Guillaume Musso, AnnaGavalda, Amélie Nothomb, Cecelia Ahern, Banana Yoshimoto, Koji Suzuki... Nha Nam, in fact, hasbecome a spiritual friend, a reading guide for many young people and is a bridge between Vietnamesereaders and the vast reading culture of the world.

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Nha Nam Publishing Company has a history of more than 15 years in the book market. The companyhas won many awards and recognition for its publications, such as the National Book Award, theVietnam Writers Association Award, the Good Book Award, etc.. The company has also organizedmany cultural events and activities, such as book fairs, book talks, book clubs, etc. to promote readingand connect with readers (Facebook, no date a). The company has a team of professional andpassionate staff, including editors, translators, designers, marketers, etc. who work hard to deliver thebest books to the public. The company has a vision of becoming a leading publisher in Vietnam andexpanding its market to other countries in the region and the world.

Understanding the era that is living through books, along with profound changes in society withdiligent and courageous publishing activities, the path Nha Nam has chosen to go will be quite long.Many difficulties and challenges are ahead. Going through the infancy period with the first lessonsand experiences, Nha Nam is now ready for a new stage of development. And they want to perfectthemselves with a sense of prudence and caution. All for a great legacy of books, with long-lastingvitality, meaningful to many generations of readers.

(Giới thiệu | Nhã Nam, 2009)

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<b>II.MARKETING ENVIRONMENTS OF N HA NAM</b>

The marketing environment of Nha Nam Publishing Company consists of the factors and forces thataffect the company's ability to create and maintain successful relationships with its customers. Themarketing environment can be divided into two categories: the microenvironment and themacroenvironment.

<b>1. Micro Environment</b>

The microenvironment consists of the factors close to the company that affect its ability to serve itscustomers, such as suppliers, intermediaries, competitors, publics, and customers. For Nha NamPublishing Company, some of the microenvironment factors are:

- <b>Suppliers:</b> Nha Nam Publishing Company relies on suppliers of paper, ink, printing machines,binding materials, etc. to produce its books. The company needs to maintain good relationships withits suppliers and ensure the quality and availability of the materials. The suppliers also includeauthors, translators, editors for sources of books.

- <b>Intermediaries:</b> Nha Nam Publishing Company works with various intermediaries to distribute itsbooks to the market, such as wholesalers, retailers, online platforms, etc. The company needs tocooperate with its intermediaries and provide them with incentives and support to sell its bookseffectively.

- <b>Competitors:</b> The book publishing is a competitive industry. Nha Nam Publishing Company facescompetition from other publishers in the book market, such as Kim Dong, Alpha Books, etc. Thecompany needs to monitor its competitors' activities and strategies and differentiate its products andservices from them.

- <b>Publics:</b> Nha Nam Publishing Company interacts with various publics that have an interest in orimpact on its ability to achieve its objectives, such as media, government, community, etc. Thecompany needs to communicate with its public and build a positive image and reputation for itself.- <b>Customers:</b> The primary customers of Nha Nam are Vietnamese people who are interested in booksand literature. The company needs to understand its customers' needs, preferences, and behaviors andsatisfy them with its products and services.

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<b>2. Macro Environment</b>

The macroenvironment consists of the larger societal forces that affect the microenvironment, such asdemographic, economic, natural, technological, political, and cultural forces. For Nha Nam PublishingCompany, some of the macroenvironment factors are:

- <b>Demographic:</b> Nha Nam Publishing Company needs to consider the demographic characteristics ofits target market, such as age, gender, income, education, etc. The company needs to adapt itsproducts and services to the changing demographics of its customers and potential customers.- <b>Economic:</b> The economic conditions in Vietnam can have an impact on Nha Nam’s marketingenvironment, including the purchasing power of customers, the disposable income, saving, inflationrates, etc. Economic downturns can lead to a decrease in book sales, so the company needs to adaptaccordingly.

- <b>Natural:</b> Environment sustainability is one of the concerns that Nha Nam needs to consider.Publishing industry relies heavily on paper. The chance of lacking of natural resource, especially theforest is at risk so the company needs to use it wisely.

- <b>Technological:</b> The rise of digital technology has transformed the publishing industry from printedpaper to e-books, online distribution channels. The company needs to adapt to these changes toremain competitive and stay up-to-date with the latest technologies.

- <b>Political: </b>The policies and regulations in Vietnam can impact the distribution and content of books.The company needs to comply with the legal and ethical standards and requirements of its targetmarket and avoid any political risks or conflicts.

- <b>Cultural:</b> Culture is an important aspect that the every company needs to consider. Nha Nam isinfluenced mostly by Vietnamese culture, which includes the national language, customs and beliefs.Therefore, the company needs to construct its marketing strategies that must be suitable and resonatewith Vietnamese readers.

<b>III.</b>

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<b>III.TARGET MARKET AND POSITIONING OF NHA NAM</b>

The target market of Nha Nam Publishing Company is the segment of customers that the companywants to serve and satisfy with its products and services. The target market of Nha Nam PublishingCompany can be identified by using various criteria, such as geographic, demographic,psychographic, and behavioral.

- <b>Geographic:</b> Nha Nam Publishing Company targets customers who live in urban areas of Vietnam,especially in big cities like Hanoi and Ho Chi Minh City, where the demand for books is high and theaccess to bookstores and online platforms is easy.

- <b>Demographic:</b> Nha Nam Publishing Company targets customers who are mainly young adults, agedbetween 18 and 35, who have a high level of education, income, and social status, and who areinterested in reading books of different genres and topics, such as literature, history, philosophy,psychology, art, business, skills, children's books, etc.

- <b>Psychographic:</b> The targets customers have a positive attitude towards reading and books, whovalue knowledge, creativity, and culture, and who seek to enrich their lives and minds with qualitybooks. The company also targets customers who have a cosmopolitan and open-minded outlook, whoare curious and adventurous, and who enjoy reading books by famous world authors, such as MarcLevy, Banana Yoshimoto, Haruki Murakami, etc.

- <b>Behavioral:</b> Nha Nam focus on customers with high frequency and intensity of reading, who spenda lot of time and money on books, and who are loyal and satisfied with the company's products andservices. The company also targets customers who are influenced by word-of-mouth, social media,and cultural events and activities, and who are willing to try new and different books by the company.

The position of Nha Nam Publishing Company is the place that the company occupies in the minds ofits target customers relative to its competitors. The position of Nha Nam Publishing Company can bedefined by using various attributes, such as quality, price, image, and value.

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<b>- Quality: Nha Nam Publishing Company positions itself as a publisher that offers high-quality books</b>

to its customers, in terms of content, design, translation, editing, printing, and binding. The companyensures that its books are accurate, reliable, informative, and engaging, and that they meet thestandards and expectations of its customers and the market.

- <b>Price:</b> The prices offered by Nha Nam Publishing Company are reasonable and affordable to itscustomers, in terms of the value and benefits that its books provide. The company sets its prices basedon the costs, demand, and competition of its books, and also offers discounts and promotions to attractand retain its customers.

- <b>Image:</b> Nha Nam Publishing Company positions itself as a publisher that has a positive anddistinctive image and reputation in the market, in terms of its brand, logo, slogan, and personality. Thecompany builds its image and reputation by communicating its vision, mission, and values to itscustomers and publics, and by creating a unique and memorable identity for itself.

- <b>Value:</b> The core value of Nha Nam is in terms of the benefits and satisfaction that its books offer.The company creates value for its customers by providing them with quality books that meet theirneeds, preferences, and interests, and by offering them additional services and support, such ascustomer care, delivery, warranty, etc..

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<b>IV.MARKETING MIX OF NHA NAM</b>

Nha Nam is a Vietnamese publishing company that offers a variety of books, including literature,science, education, and entertainment. The marketing mix of Nha Nam includes the following:

<b>1. Product</b>

Nha Nam's product mix includes a wide range of books, including contemporary fiction, poetry, fiction, and children's books. Nha Nam has published a great number of books by many famousauthors from domestic to the world.

<b>non-Best-selling books in March (</b><i><b>SÁCH BÁN CHẠY</b></i><b>, 2023):</b>

bài học cho thế kỷ 21 (Yural Noah Harari, translator Dương Ngọc Trà), Bước chậm lại giữa thếgianvội vã (Hae Min, translator Nguyễn Việt Tú Anh), Cây cam ngọt của tơi (José Mauro de Vasconcelos,translator Nguyễn Bích Lan và Tô Yến Ly), Chuộc tội (Minato Kanae, translator Vương Hải Yến),Chuyện con mèo dạy hải âu bay (Luis Sepúlveda, translator Phương Huyên), Cư xử như đàn bà suynghĩ như đàn ông (Steve Harvey, translator Trầm Hoa), Đại dương đen - Những câu chuyện từ thếgiới của trầm cảm (Đặng Hoàng Giang) Dám bị ghét (Kishimi Ichiro, Koga Fumitake, translatorNguyễn Thanh Vân), Để yên cho bác sĩ "hiền" - Nhật ký covid và những chuyện chưa kể (Dr. NgơĐức Hùng), Điều kỳ diệu của tiệm tạp hóa Namiya (Hagashino Keigo, translator Phương Nam)

<b>New book releases</b><i><b> (SÁCH MỚI PHÁT HÀNH</b></i><b>, 2023):</b>

Sự sống, vũ trụ và vạn vật (Douglas Adams, translator Nguyễn Thị Thu Yến), Cơng nhân nhí vănminh - tớ làm nên khác biệt (Jayneen Sanders, Cherrie Zamazing, translator Đặng Thanh Giang), Tiểusử các quốc gia qua góc nhìn lầy lội (Sai Lei, translator Thủy Tiên), Tích cực có chừng mực (OliverBurkeman, translator Anh Thư), Khi học tập hóa niềm vui (Seonghyeok Park, translator Ngọc Diệp),Metrolopis: lịch sử phát triển đô thị, phát minh lớn nhất của loài người (Ben Wilson)

The company focuses on publishing high-quality works that reflect the rich history and traditions ofVietnam. Nha Nam also positions itself as a publisher that works closely with talented authors toproduce unique and engaging works.

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<b>2. Price</b>

The prices of Nha Nam's books vary depending on the genre and the specific book. The companyaims to price its books competitively while still maintaining a high level of quality. Nha Nam alsooffers discounts and promotions on its books during book fairs or online shopping events toencourage sales. In Tiki, Nha Nam offer a deal for 40-80% sale off, buying from 247.000 vnd will begiven 20% coupon, TikiNow 2h and many freeship codes such as buying from 149.000 vnd will saleup to 10.000 vnd and 249.000 vnd for a 15.000 vnd discount. On Nha Nam’s website, there is also a20% sale off books for International Women’s Day. (Nguyen, 2023)

<b>3. Place</b>

Nha Nam's books are sold through a variety of channels, including its own bookstores, online stores,and partnerships with other retailers. The company has a strong presence in both physical and onlinebookstores, making their products easily accessible to customers (Liên hệ | Nhã Nam, no date). NhaNam has many stores that are located in the center of large cities such as Ho Chi Minh City andHanoi. Nha Nam has also cooperated with other partners to bring them to more readers, such asFAHASA, Phương Nam or e-commerce platform like Tiki, Shopee, Vinabook, etc. The company alsohas a strong distribution network throughout Vietnam, and it also exports its books to other countries.

<b>4. Promotion</b>

Nha Nam's promotion mix includes a range of activities to promote its books and authors. Thecompany organizes literary events, book fairs, book launch events (Facebook, no date b). They alsocollaborate with authors and celebrities to promote their books and organize writing contests toengage with their audience. Nha Nam also renovate by using social media, email marketing, and otherdigital marketing strategies to reach a wider audience.

On the occasion of Internation Women’s Day, Nha Nam Culture and Communication Joint StockCompany organized the book fair named “Sách hay thay ngàn lời chúc” on Đường sách Road of Ho

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