TRƯỜNG ðẠI HỌC MỞ TP. HCM UNIVERSITEÙ LIBRE DE BRUXELLES

HO CHI MINH CITY OPEN UNIVERSITY SOLVAY BRUSSELS SCHOOL

MBAVB4 HỔ THANH HẢI
MARKETING PLAN FOR MEGAVNN SERVICE
OF HO CHI MINH CITY VNPT
MASTER PROJECT
MASTER IN BUSINESS ADMINISTRATION
(PART-TIME)
Tutor’s Name: Dr. LE THAI THUONG QUAN

Student’s Name: HO THANH HAI

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ACKNOWLEDGEMENT
I sincerely express my thanks to Dr. Le Thai Thuong Quan - my advisor who has
dedicatedly helped full's me to finish this project.
I honorably show my thanks to
- Dr. Tran Anh Tuan, Co-Director of Vietnam-Belgium program.
- MBAVB faculty members.
- The three Coordinators: Mr. Serge Bywalski, Ms. Hien and Ms. Ha – program
coordinators.
Who have whole-heartedly organized the Vietnam-Belgium management MBAVB4
course successfully.
I am appreciated to thank:
- The Director and all of colleagues in Sales Department of Ho Chi Minh City VNPT.
- My classmates of MBAVB4.
- My family, my friends, my colleagues.
Who supported and created excellent conditions for me to complete this project. iv



Ho Chi Minh City VNPT (HCMC VNPT) is the subsidiary of VNPT, one of the leading
system telecommunication in Vietnam. In Ho Chi Minh City, HCMC VNPT has been
operating for many years and providing well service to many customers. Given the fact
that there are big opportunities as Vietnam is growing fast and more investment in the
telecommunications industry is expected, it is necessary for HCMC VNPT to maintain
competitive and increase market share. The thesis therefore goes deeply into analyzing the
internal and external environment of the company for MegaVNN service which is one of
key service of HCMC VNPT to find the fittest strategy for the company and then apply to
marketing plan.

The thesis firstly conducts an external audit of the company environment to figure out
opportunities and threats. Following the external audit, an internal audit is done to illustrate
the strengths and weaknesses. Putting altogether, the Quantitative Strategic Planning
Matrix is built up to choose the best suitable strategies among four strategic, service
development, service diversification, trademark building and development investment
strategy. To make the study more realistic and objective, one surveys and interview are
conducted. The result of the surveys and information collected from direct interview are
consolidated into the Quantitative Strategic Planning Matrix.

Based on main findings from the Quantitative Strategic Planning Matrix, differentiation
strategy was chosen then apply to marketing –mix for building marketing plan for
MegaVNN service. Some recommendations have then been suggested to build marketing
plan for HCMC VNPT.

Chapter 2: 5
LITERATURE REVIEW 5
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2.1 THE CONCEPT AND ROLE OF MARKETING: 5
2.1.1 The concept: 5
2.1.2 The role : 6
2.2 OUTSIDE ENVIRONMENT ANALYSIS: 7
2.2.1 Macro environment: 7
2.2.2 Micro environment 8
2.3 INTERNAL ENVIRONMENT EVALUATION: 8
2.4 MARKETING MIX (4P): 9
2.4.1 Concepts: 9
2.4.2 The components of the marketing mix 10
2.5 SWOT MATRIX: 14
2.5.1 SWOT Analysis 14
2.5.2 The SWOT Matrix 17
2.6 QUANTITATIVE STRATEGIC PLANNING MATRIX (QSPM): 18
2.6.1 Define QSPM: 18
2.6.2 Construction of a QSPM: 18
Chapter 3: 21
THE ANALYSIS OF MEGAVNN SERVICE BUSINESS ENVIRONMENT 21
3.1 COMPANY'S PROFILE: 21
3.1.1 Establishment and development history: 21
3.1.2 Mission and target of company: 21
3.1.2.1 Mission of Company: 21
3.1.2.2 Target of Company: 22
3.1.3 Philosophy: 23
3.1.4 Organizational structure: 23
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4.5.2 Price : 49
4.5.3 Develop plans to distribute products and services: 49
4.5.3.1 POS: 49
4.5.3.2 Online: 49
4.5.3.3 Development collaborative sales: 49
4.5.3.4 Contact center: 49
4.5.4 Promotion: 49
4.5.4.1 Advertising: 49
4.5.4.2 Promotions: 50
4.5 BUDGET ESTIMATES: 53
4.6 PLANNING HUMAN RESOURCE DEVELOPMENT: 54
4.7 TIMES CHEDULE: 54
Chapter 5: 56
CONCLUSION AND RECOMMENDATION 56
5.1 CONCLUSION: 56
5.2 RECOMMENDATIONS: 57
5.3 RESTRICTION ON TOPICS /STUDY ORIENTATION IN THE FUTURE: 57
REFERENCES 59
Appendix 1: QUESTIONNAIRE FORM FOR MegaVNN SERVICE i
Appendix 2: METHOD OF SURVEY RESULTS iii
Appendix 3: INTERVEWEE PROFILE iii
Appendix 4: MODEL POSTER FOR ADVERTIZING ON SUMMER 2012 iv
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ABBREVIATION

ADSL
Asymmetric Digital Subscriber Line
BRAS
broadband remote access server


ISDN
Integrated Services Digital Network
ISP
Internet Service Provider
IXP
Internet exchange Points

MegaVNN
Brand name of the ADSL service of HCMC VNPT
NGN
Next Generation Network
OSP
Operation Services Provider
PDA
A personal
digital assistant

PSTN
Public Switching Telephone Network
QSPM
Quantitative Strategic Planning Matrix
SPT
Saigon post and Telecommunication Co.
SWOT
the Strengths, Weaknesses, Opportunities, and Threats Matrix

TAS
Total Attractive score
VDC

the trade name for the popular wireless technology
WTO
World Trade Organization

xDSL
X Digital Subscriber Line

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LIST OF FIGURES
Figure 2.1.1: Core marketing Concepts 6
Figure 2.4.1: The Four P Components of the Marketing Mix 10
Figure 2.4.2a: Total product Concepts 12
Figure 2.4.2d: Promotional Mix Elements 14
Figure 2.5.1: SWOT Analysis Framework 15
Figure 3.1.4: Organization chart of HCMC VNPT 24
Figure 3.2.2.1a: Internet users in Vietnam 2003-2010 28
Figure 3.2.2.1c: ADSL subscribers In HCMC 29
Figure 3.2.2.2a: Vietnam's ADSL market shares 9/2011 30
Figure 3.2.2b: HCMC’s ADSL market shares 31
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LIST OF TABLES
Table 2.6.2: QSPM matrix 20

communication technology (ICT). However, more specifically Internet is bridge to convey
the information from manufacturers to consumers, from business to business, from country
to country around the world.
The demand for internet is now very necessary and large, so it opens up a market for
service providers. The main services that the providers such as VNPT, FPT Telecom and
Viettel provide customers access to internet are ADSL and Fiber. ADSL service in which
direction to individual customers and households, small and medium businesses (B2C) and
Fiber towards large enterprises high-traffic use.
Currently, the field of internet service, MegaVNN (ADSL) is leading with over 75%
market share in Vietnam and 45% market share in Ho Chi Minh City.
However, in consecutive years, ADSL market growth has been rated as explosion, growth
in numbers of subscriber after doubling last year. In particular, the market is still largely in
the hands of the three largest firms is VNPT, FPT Telecom and Viettel.
To appeal, throughout the year, the ADSL service providers have launched big promotions.
Such as free trial / donate modem, free connection fee, monthly subscription-free, even
given the charge months of continuous use applied.
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Customer wait and use promotional free modem, use a few more months of service not
worry freight, after that to find the opportunity to continue to be "free" at the other
supplier. They are willing to cut to cancel service when all benefits are empty.
To alleviate this situation, now, companies are researching all incentives. Such as the
network will not be rushing more promotions that focus on key markets. For existing
subscribers, although not to the saturation point, but also should be more concerned to
retain.
And another consideration must also be emphasized; there is pressure to refresh you, from
quality issues to the content provider. By now, too many choices, users are becoming more
demanding with an ADSL service as well as with service providers.
In the situation, Market share and sales of telephone and internet services are saturated and
shared by competitors such as FPT, CMC, Viettel, Netnam. Therefore, VNPT or HCMC

service of HCMC VNPT.
1.3.2 Research question:
The research questions are as following:
-
What is the customer segmentation?
-
What is the industry analysis (competitive analysis)?
-
What is positioning statement?
1.4 RESEARCH DESIGN:
1.4.1 Primary data:
Data collected through interviews directly to consumers. Data collect through direct
personal interviews at place of sales of HCMC VNPT.
1.4.2 Secondary data:
Data collection is mainly through newspapers, magazines, internet, and information
from the Sales department of HCMC VNPT. Information collected from sales offices
and through questionnaire interview.
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1.5 SCOPE OF THE STUDY:
1.5.1 Space:
At the HCMC VNPT, the data collected is based on the customer in Ho Chi Minh
City, at the company and the online information site.
1.5.2 Time:
The time implement to period from 08th May, 2011 to 03rd February, 2012. The
data used is three years 2009-2011.
1.5.3 Objects of research:
In HCMC VNPT have many products and services, but project only analysis Internet high
speed services (MegaVNN). Currently in Ho Chi Minh City only have Viettel, FPT
telecom are direct competitors, so the project is limited to 02 competitors above.

modern marketing.
According Prof. Philip Kotler: ”We can distinguish between a social and a managerial
definition for marketing. According to a social definition, marketing is a societal process
by which individuals and groups obtain what they need and want through creating,
offering, and exchanging products and services of value freely with others. As a
managerial definition, marketing has often been described as “the art of selling products” -
Philip Kotler "Marketing Management Millennium Edition"
To better understand the concept we must answer the following questions: What is needs?
What is wants? What is Demand?
- Needs: describe basic human requirements such as food, air, water, clothing, and
shelter. People also have strong needs for recreation, education, and entertainment
- Wants: These needs become wants when they are directed to specific objects that
might satisfy the need. An American needs food but wants a hamburger, French fries,
and a soft drink. A person in Mauritius needs food but wants a mango, rice, lentils, and
beans. Clearly, wants are shaped by one’s society.
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- Demands: are wants for specific products backed by an ability to pay. Many people
want a Mercedes; only a few are able and willing to buy one. Companies must measure
not only how many people want their product, but also how many would actually be
willing and able to buy it.
You can specify the point in the following diagram: Figure 2.1.1: Core marketing Concepts
2.1.2 The role :
To succeed in business, the business entrepreneurs need to understand the market, the
needs and wants of customers, communication skills in business. To do this, companies
must have a good marketing department to make a bridge between the manufacturers and
consumers. Through marketing activities, the company will know the needs, wants of

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allocation, longevity and natural birth rate, population allocation. Understanding of these
factors will help the management to build efficient strategy.
Natural factors include geographic position, weather, landscape, land, river, sea, natural
resources underground, sea and forest resources, and the freshness of the environment,
air Their impacts to the business decisions have been admitted by the enterprises. In many
cases, natural factors have become very important elements to the competitiveness of
products and services.
Technology factor is one of very dynamic factors with opportunities and threats to
enterprises. Therefore, enterprises must be careful with new technology as beside the
benefit it may make the products become obsolete directly or indirectly.
2.2.2 Micro environment
Micro environment is the environment attached to each enterprise and most of the
operations and competitions of enterprises are in this environment. The main factors of this
environment are competitors in the industry, customers, suppliers, implicit competitors and
substitutes.
The competition pressure in the industry will determine the investment size, competition
intensity and profitability of the industry. Once the pressure of any of them goes up, the
profit of enterprise will be under pressure of going down and vice versa. Thus, the analysis
process needs to realize the substance and the impacts of the pressures; it will help the
enterprises in defining the appropriate strategy to cope with its competitors.
In summary, environment analysis helps to be aware of opportunities and threats,
difficulties and challenges for enterprises, strengths and weakness of competitors and other
pressures in process of building strategy. Those factors need to be summarized and
quantified through External Factors Evaluation (EFE) matrix and competitive profile
matrix.
2.3 INTERNAL ENVIRONMENT EVALUATION:
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Functionality
-
Styling
-
Quality
-
Safety
-
Packaging
-
Repairs and Support
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-
Warranty
-
Accessories and services
We mention four levels of the product:
First: The core benefits of the product, is the service or benefit the customers actually buy.
In the specific case of MegaVNN, product is to provide high-speed internet access for
customers to use.
Second: The specific products that include attributes related to tangible products: such as
design, packaging, quality, characteristics used to distinguish different products on the
market. The specific part that is the commitment table which designs service quality,
speed internet access, leased line connection Internet, the modem, computer, network card.
Third: A supplement to the product, including additional attributes to products to attract
customers, often invisible attributes, spare parts, warranty and after sales service, delivery
and the trust. MegaVNN services support to clients 24/24, installed at home, promotions,
providing modem, provide email accounts…
Fourth: product potential, showing the efforts, the manufacturer promises strive to add the

profitability.
Price is a factor only in the marketing mix to generate income, and other factors it should
cost me. Price is one of the most flexible elements of the marketing mix, which it can
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change quickly, unlike the nature of the product and the commitment of the channel. At the
same time the price competition is the number one issue is in place for many members in
marketing management.
The fixing of prices: from past to present value is usually the buyer and seller as
determined through negotiation with each other. Sellers often bid higher than what they
hope to get the car, but buyers usually pay lower prices and they have to spend, after all
they're going to face a price they can accept .
c) Distribution (Place) Decisions
Distribution is about getting the products to the customer. Some examples of distribution
decisions include:
-
Distribution channels
-
Market coverage (inclusive, selective, or exclusive distribution)
-
Specific channel members
-
Inventory management
-
Warehousing
-
Distribution centers
-
Order processing
-