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SOLUTIONS FOR THE HAI CHAU CONFECTIONERY
COMPANY’S PRODUCT STRATEGY TO PROMOTE
CUSTOMER SATISFACTION
Presented to
The sales manager
Sales department, the Hai Chau Confectionery Company
Prepared by
Vu Thi Thu Toan
R & D department, the Hai Chau Confectionery Company

October 25, 2009
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TABLE OF CONTENTS
EXECUTIVE SUMMARY………………………………………………………………3
INTRODUCTION………………………………………………………………………..4
BACKGROUND……………………………………………………………………….4
ANALYSIS OF FINDINGS………………………………………………………….......5
ASSESSMENT OF THE COMPANY’S PRODUCT STRATEGY……………….......5
CUSTOMER’S FEEDBACK………………………………………………………….9
ABOUT PRODUCT QUALITY…………………………………………………….9
ABOUT PRODUCT PACKAGE…………………………………………………....9
IN COMPARISON WITH ITS RIVALS…………………………………………..10
RECOMMENDATIONS………………………………………………………………..11
CONCLUSION………………………………………………………………………….11
REFERENCES…………………………………………………………………………..12
QUESTIONAIRE……………………………………………………………………......13
LIST OF FIGURES
Figure
1. Consumption results by category……………………………………………………….6

should promote its market research activities to support for meeting customer demand in
production. Besides, the company must diversify more its category of products, combine
well 4P-strategies in marketing, and export its products to foreign markets.
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INTRODUCTION: THE HAI CHAU CONFECTIONERY COMPANY
BACKGROUND
The Hai Chau Confectionery Company, a state-owned company, specializes in producing
and trading various kinds of confectionery and food stuff.. The company has been growing,
but it has to compete with big rivals in the field such as: the Kinh do Corporation, Hai Ha
Confectionery J.S.C, Bibica Corporation,etc. That requires the company to carry out
effective product strategy to make it different from its competitors and to win customer’s
confidence and stand firmly in the market. Therefore, a study looking into the current
product policy of the company is significant. After being approved by the sales manager, a
survey on the company’s product strategy and customer’s opinion are done.
This study is conducted to analyze current product strategy of the Hai Chau Confectionery
Company and assess feedbacks from interviewed customers in Hanoi about that strategy.
Then, it focuses on finding out solutions for promoting customer satisfaction. In other
word, the study seeks answers to these questions:
● How has the company implemented its product strategy recently? What are effects of the
strategy on consumption situation of the company in the recent?
● Do the company’s products satisfy customers?
● What should the company do to promote customer satisfaction about its products in the
future?
Data for the report is collected from a survey of 200 customers of The Hai Chau
Confectionery Company living around Hainoi city, current articles, and online resources.
ANALYSIS OF FINDINGS
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I/ Assessing Implementation of The Hai Chau Confectionery Company’s Current