Group 1 - Marketing Strategy for HCM-ETC.ppt

8/11/2019 Group 1 - Marketing Strategy for HCM-ETC.ppt

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Group Assignment:MARKETING STRATEGY FOR HCMCETC

LECTURER: Dr. Thang Nguyen

CLASS : MBAOUM 1113-K12C

SUBJECT: MARKETING STRATEGY

GROUP 1:

1. LNG QUC VINH (Team Leader)2. TRN L MINH3. NGUYN TH DUNG4. V HONG SN


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What is a new product?

TESTING SERVICE

For

ELECTRICAL HI-TECH

EQUIPMENT


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Market analysis:

1. Market demand:

Compulsory regulation made by the Government

Standards for electrical equipment (such asstandards of International Electrical Committee,

ANSI from USA, DIM from Germany, and so on)

Growth rate of electricity has reached theaverage of 6.5% since 2009 to now


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2. Market trends:

Smart-grid is increasing all over the world, such

as automated electrical substation, and

networks, advanced meter reading systems,

Demand Automation System, etc. In Vietnam: Strategy for developing smart-grid

issued by the Government from 2015 to 2030

Rapid development of electrically Integratedequipment; compact equipment; high voltage

undergrounded cables, etc.


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SWOT analysis

2. Weaknesses:

Labour efficiency is still low.

The average age of direct workers is high, 44% of them is

above 45 years-old.

The number of engineers is low (about 27%, while strong

competitors reached 40% per total labour)

R&D has still developed slowly.

Working style is not professional.

Customer care is not good.


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SWOT analysis

4. Threats:

High investment for purchasing modern testing equipment.

High cost for training hi-tech engineers, workers, and

leading experts in electrical testing industry.

Pressure made by competitors.


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BUILDING COMPETITIVE

ADVANTAGE

The firm should choose the Product

Leadership Strategy to build thecompetitive advantage. It means that the

company should offer most advanced, highest

quality products in industry.

In order to develop this strategy, the firm musthave resources and capabilities higher than

other competitors.


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ADVANTAGE

Common sources to create competitive

advantage:

1/ Relationship:- Very close relationship with Hochiminh City

Power Corporation, which is managing and

distributing electrical networks all over the

city. This is a VIP customer.

- Also quite familiar with 16 Power Sectors,

which are located in 24 districts in

Hochiminh City.


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ADVANTAGE

2/ Product advantage:

- Beginner in some hi-tech products, such as

testing service for high voltageunderground cable, programming service

for electronic meters, testing service for

Demand Automation System.

- Well-known brand (Big 4 in Vietnam)


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ADVANTAGE

3/ Human resource advantage:

Engineers have trained and approached hi-

tech and modern projects such as: GIS testingservice, Automated Meter Reading system,

Computed Controlling System for high voltage

substations, and so on.


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Establishing a strategy focus

The firm should combine two strategies as

follows:

-

Aggressive: Based on the competitiveadvantage, the firm can develop the new

product (i.e. testing service for electrically

hi-tech equipment)

- Turnaround: The firm should reform human

resource in order to respond the

requirements of its new product.


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Strategy Canvas


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Marketing Goals and Objectives

2015-2017: extending market

share to the central and the north

of Vietnam.

2020: becoming the leader in

Vietnam, and equaling other

companies in ASEAN.


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Target markets:

- Type of organization: statedowned enterprises; privatecompanies; Joint Stock Companies; FDI firms; Industrial

Zones; other business.- Buying process: call for bidding, direct negotiation, vendor

list.


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Positioning:

The firm should set up the positioning in the market as a

electrical testing service provider with the good quality.

The quality of the offered service must reach 4Crequirements, those are:

- Correct.

- Compliance.

- Criteria.

- Customer care.This is a PoD (Points of Difference) from other service

providers.


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Positioning:Another point in the positioning strategy of HCMCETC is that

the PoP (Points of Parity). Almost products and services of

HCMCETC have similar functionalities, and performances to

other competitors, such as: online testing service; offline

testing service; testing service for instrument equipment;

testing service for petrochemical products; repair and

maintenance of equipment, and so on.


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Thank you for attention

Group 1 - Marketing Strategy for HCM-ETC.ppt

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