PHÂN TÍCH SWOT VÀ ĐỀ XUẤT CHIẾN LƯỢC MARKETING
CÔNG TY VẬT TƯ BƯU ĐIỆN 1

When the business needs to strive for the development, create their own
reputation and sustainable brand-new, SWOT analysis is one of the essential step in
the process of planning the business strategies.
SWOT analysis is analyzing the external factors which the company has to
face with (opportunities and threats) and the internal factors (strengths and
weaknesses). This analysis is difficult step, which takes time, labor, expenses, and
potential income, analyzing and processing the information for the most optimal
method.
The results of the process of SWOT analysis need to assure the factors of
detail, accuracy, practice and potential because the company will use these results
for the coming steps such as: setting up the strategies, objectives for the strategies
and procedures for controlling the detail strategies. The effective strategies use the
external opportunities and internal strengths also prevent the external threats and
limit, overcome the business’s weaknesses. Strategy objectives (the main objective
of the company is chasing for by the detailed activities) are measurable, potential
and timely. The strategies are created by concentrating specific details of the
implementation of the detailed plan. The procedures of controlling the strategies is
to manage and organize the strategies which the company uses to control any step
within 5 steps to form the strategies in order to assure all the process carried out
with the right strategy objectives.
1- INTRODUCTION OF POST MATERIAL COMPANY 1:


The post office material company I is state owned company belonging to the
general post and telecommunication Viet Nam, functions of this company are
importing and exporting the materials, equipments for the network development of
post and telecommunication Viet Nam under two business types, entrusted import and
equipment sale. Therefore, the goods of the company are mainly importing ones. The

company imports the high quality goods from Japan, America.. and is assigned to sign
the contract which has value of millions USD. The company always finds the way to
access to the suppliers with high reputation of high technology to explore the high
quality goods with the low expenses. The company imports directly the telephone from
Siemens brand without transacting with the agents in Viet Nam.
The human resource of the company takes 85% of university and college
graduates. In addition, the company often organizes the professional trainings for
the staffs of the company.
Company organizational chart
DIRECTOR

Vice director
Business

general
plan
Departmen
t

Marketing
department

Legislation
department

Vice director
Business

Administra
tion

Departmen
t

Administra
tion
Departmen


BUSSINESS CENTRES

The post office material company I is heading company in Viet Nam, which
specializes in producing and supplying telephones, telephone wires for the
provincial post office, big organizations and a lot of customers. The company can
sell the material under type of wholesale or retail because the need is high.
2- EXTERNAL ENVIRONMENT ANALYSIS
All the organizations implement the activities in constant environment. It
means that all the organizations are covered and also face with the external factors.
The managers can not adjust the existence of the external factors. However, these
factors make affects and change the customers’ behavior and the development of
company’s marketing mix. Thus, the Marketing managers are responsible for
finding out and analyze the uncontrollable variables, which is the base for plan of
appropriate Marketing mix.

2.1- GENERAL SITUATION OF MARKET:
2.1.1- Cultural, social factor
Marketing activities under any business type are all under the social factor
and each society contain the culture which the customers follow. The cultures are
always with the potential of based behaviors of people since they were born,
growing up…Analyzing the social factors allows the company understand at
different aspects in wide range of their potential customers.

2.1.2- Politics and legaf factor
The politics and legal factors make strong effect on creating the commerce
opportunities and the potential of conducting the objectives of any company.


2.1.3- Techonological and economic factor
Technological and economic factors not only regulates the business types and
the whole business in using company’s potential but creates the business
opportunities for each company as well.
2.1.4- Copetition factors
Under the circumstances of hard competition, Do the companies need to
overcome and run before their competitors. The conditions for completion and the
participating components during the business activities to win the competitors create
the competition environment in economy. The companies need to clarify the
advantageous competitive strategies. The competition plays an important part,
neglecting the competitors, condition, and factors in competition environment leads
to failure.
2.1.5- Eco-geographical factors
An Eco-geographical factor has been researched, which lead to the methods
and business effectiveness. An Eco-geographical factor not only affects the
sustainable development of the country, but widely relates to sustainable
development potential of business. The factors in the research include: geographical
location, climate, crop characteristics, issues of ecological balance and
environmental pollution.
2.2-SITUATION OF THE INDUSTRY SECTOR WHICH THE COMPANY
IS INVOLVED

2.2.1- Analysis the market size, growth and the potential in the market.
Only taking large market share in the country is not enough, the opening the
market wider and wider gradually cover the domestic market, and produce and

mainly export to another countries. Towards current market, the products have good


quality and satisfy the needs of the customers and big organizations. Therefore, when
the company lauches out its new products to the market will get the positive support
and attention from the customers.
2.2.2-Customer analysis
The customers of the post office material company I are the companies which
selling the post and telecommunication equipments, the provincial and city post
offices, the final customers, organizations or individuals. The company always builds
up the good relationship with the customers, constructs “loyalty” of the customers,
and creates the first impression with the new customers. With the companies in post
office sector, which are under the long relationship with the company, the quantity
they order is high. Therefore, there is support and cooperation among the companies
in post and telecommunication sector under the control of VNPT. For these reasons,
the company always creates the good and sustainable relationship for the benefits of
all parties.
2.3-STATUS OF COMPETITORS
For all the companies of current market, competition is essential, analyzing
the competitors is more and more important. The main competitors of the
companies are divided into two main types: state owed companies which exist in
this aspect for a long time, and the private companies, outside sector companies and
many other limited companies.
2.4-STATUS OF SUPPLIERS
The post office material company 1 is state company belonging to the general
post and telecommunication Viet Nam, functions of this company are importing and
exporting the materials, equipments for the network development of post and
telecommunication Viet Nam under two business types, entrusted import and
equipment sale. Therefore, the sources of the goods of the company is mainly



importing ones. The company imports the high quality goods from Japan, America..
and is assigned to sign the contract which has value of millions USD. The company
always find the way to access to the suppliers with high reputation of high technology
to explore the high quality goods with the lowest expenses The company imports
directly the telephone from Siemens brand without transacting with the agents in Viet
Nam.
Apart from importing, the company also takes the products from the industry sector.
However, from end of 2007 and 2008, these suppliers’ product is not enough to
provide for the higher and higher needs (especially information cable).To overcome
these difficulties, the company tried to explore the products from the outside sector
factories, the company also produces and install some kinds of materials and
equipments (For instance the telephone wire of the post office material factory
reaches the capacity of 1 millions telephones/ year, this factory’ inauguration is in
November of 2005. The latest investment is investing on building the factory for
producing telephone wires and cables, which will be finished in 2006). In general,
the market of the company is in wide variety with many different types. However, it
is difficult to be stable with these supply sources. (in aspect of quality, quantity,
time, and price)
2.5-STATUS OF DISTRIBUTION SYSTEM
Post office material sector needs to build distribution system and set up the
reasonable sale point for the reason of striving for increasing in sale revenue and
keeping the post office material market. This means the company needs the wide
distributing market, cover and does not ignore any market at the capacity of sector.
The company needs to establish the direct agencies. Although these selling staffs do
not bring big advantage because these products are not suitable for retail, this


method gives the employment opportunity, collecting information, bring the
companies closer.

The industry needs the best coordination among the companies, which creates a
harmony, to avoid the congestion in circulation, congestion in the distribution system.
Companies and business centers need the close relationship in order to exchange
information, support each other in business and general objectives of the sector
3-DOMESTIC MARKET ANALYSIS
In 2010, there are lots of extraordinary events with the world business and it is
very difficult year for Viet Nam economy. The GDP of Viet Nam in 2010 increase only
6,23% after 3 years of continuous increase at 8 %. CPI considerably grow up, in 2010 it
increases 22,97% at average. The inflation increase pushes the bank interest rate strongly
climb up. The foreign exchange rate fluctuates during the year, securities and real estate
markets go down.
The post office material company I is state owned company, and also the member
of VNPT. Therefore, the company’s finance status is stable. The company has been
accumulating large capital; the company also receives incentives when borrowing
money from banks, which is one of the cause for promoting the business scale of the
company. About asset, the current asset strongly go up, fix assets are invested rightly.
These are the good signals of the company.
Growth of the company for the last few years increases rather rapidly. At the
beginning of 2010, the growth of the company is estimated increasing 20% in
comparison with that in 2009.

3.1-MARKETING COMPETITION STRATEGIES
The company needs to assure its market share about the telecommunication
products, the market share is biggest at the North, this market share is also relative in the


provinces in Central and South. Currently, there are a lot of companies which also supply
the post and telecommunication equipments especially in Ha Noi, Ho Chi Minh City, Da
Nang…which leads to the continuous decrease of the market share of the company
because this market share has to be shared to many other companies.

For the products of telephone, the direction for growth is increasing the
market share because telephone product is one of the main products of the company,
but the sale revenue of telephone is mainly from the orders of the provincial post
office, retail and selling to the organization are limited. The customers tend to buy
telephones from the private companies instead from the state own companies. Thus,
the market share will decrease if the company does not launch out any positive
change.
For the products of cable, telephone wires, phone standard, fax machine, the
company has the wide market share because the company is one of the pioneers
participating in these product market or the company can produce currently. For
development of these products, the company needs to keep the current wide market
share or open the market share wider if possible. Additionally, the company can
increase the profit based on the sale revenue by selling these products, therefore, the
company needs to plan the right investment.

3.2-POSITIONING
Vietnam’s population is going to increase, the proportion of population who
have the need for using technology is higher, by acknowledging this reason, the
company has introduced a range of new products into the market.
3.3-MARKETING MIX STRATEGIES


3.3.1-Products
The products of the company are the system which uniform the factors which
have close relationship in order to satisfy the needs of customers, the product includes
physical products, packaging, brand, service and sales methods.
3.3.2-Product Prices, goods
Price is one of four basic parameters of marketing mix. In business, the price
is the tool which can be controled. Thus, the company need to use the price logically
to implement the strategy objectives, business plan. The decision of price affects

largely the process of business of the company, from planning business to buying,
selling, expense and profit. The company need to conduct the price discrimination
policies to explore the optimal market segments.
3.3.3-Distribution and Place
The higher the products can satisfy the needs of the customers, the higher the
sale revenue is. Nowadays, when the standard of living is increasing, industrial way
of life ingrained in all people, the customers not only need the right price and good
quality of the products, but also right time and right place factors of the products.
Place and distribution activities play a very important role which the marketing
system of the company should involve the best solution in its marketing strategies.
3.3.4-Communication
Sale promotion is one of four general basis contents but it is a parameter of
Marketing mix which is applied in commerce business. Sale promotion consist of these
contents: Advertisement, Promotion, participating in fares and exhibitions, direct sale,
public relations and other promotion activities
3.4-ORGANIZATION AND CONDUCTION


3.4.1. CONDUCTION PLAN
- Meeting Customer service to introduce products and price list
- Participating the fare “post office materials” over the - Building up the exhibition
room for showing products
- Building up the gift funds for clients
- Setting up the signs, large plate-panels along highway across country.
- Setting up the product panels for agencies, shop which sell the products of the
company.

3.4.2-BUDGET
The total budget for marketing activities, estimated about:: 1.700.000.000 đ
3.5-MARKETING PLAN RESULT

The products of the company are widely distributed to all regions of the country.
Although the activities of the company are mainly in the North, the company also
receives the orders from the Central and South. The number of order is not many, but
it shows the efforts of the company in developing the market. The products of the
company are spread widely is also thanks to the network of distribution channels
which are well designed, and also because of the long term reputation of the company
in which a lot of customers and partners respect. The company is proud of being one
of the largest companies selling the post and telecommunication in the North
Along with the wide distribution system, the system of warranty, repairing
and installation, transporting are willing to serve customers when there is any
requirement. Besides, there are a lot of supporting customers activities, for instance,
promotion, meeting customers… which bring high effectiveness, push up the
reputation, competition capacity of the company. Although the advertisement
activities by using the sector magazines, Tien Phong, Nhan Dan newspaper are


applied not much, these activities encourage a lot the customers from three regions,
attract a large number of customers.
In summary, although marketing activities of the company are not many, they
bring the great efficiency for the company in promoting the consumption of goods,
which initially successfully implemented the goal of maximizing company./.