VIETNAM NATIONAL UNIVERSITY, HANOI SCHOOL OF BUSINESS
DEVELOPING A MARKETING PLAN FOR THE KEYWORDZ SERVICE OF GAPIT COMMUNICATION JOINT-STOCK COMPANY
Major: Business Administration Code: 60 34 05
MASTER OF BUSINESS ADMINISTRATION THESIS
TABLE OF CONTENT
ACKNOWLEDGMENT i
ABSTRACT ii
TÓM TẮT iv
TABLE OF CONTENT vi
LISTS OF TABLES ix
LIST OF GRAPHS x
INTRODUCTION 1
1. Necessity of The Thesis 1
2. Research Aims and Purposes 2
3. Research Scope 2
4. Data sources and Processing 2
5. Methodology 3
6. Limitations of the Thesis 3
7. Expected finding 3
CHAPTER 1: LITERATURE REVIEW Developing a Marketing plan
1.1. Marketing plan 4
1.1.1 Marketing plan definition 4
1.1.2 Process to formulate Marketing plan 5
1.2 Mobile marketing 15
1.2.1 Mobile marketing definition 15
1.2.2 Mobile marketing solution 18
1.3 Special considerations for a marketing plan of a Mobile marketing service 23
CHAPTER 2: GAPIT COMMUNICATION AND KEYWORDZ SERVICE SITUATION ANALYSIS 26
2.1 Introduction Gapit JSC and Keywordz 26
2.1.1 Background of Gapit communication 26
2.1.2 Gapit keywordz 28
2.2 Marketing situation analysis 31
2.2.1 Keywordz market and customer analysis 31
2.2.2. Competitors analysis 35
2.2.3 Partners 40
2.2.4 Environment: PEST analysis 40
2.3 Opportunities and issues analysis 42
2.3.1. SWOT analysis 42
2.3.2. ysis of marketing issues for the Keywordz services 47
CHAPTER 3: SET UP MARKETING PLAN TO GAPIT KEYWORDZ SERVICE 48
3.1 Marketing objective 48
3.2 Marketing strategies 48
3.2.1 Market segmentation and selecting target market 49
3.2.2 Product positioning 50
3.2.3 Recommending a marketing strategy for the Keywordz service
…………………………………………………………………………………………………………. 53
3.2.4 Keywordz service 54
3.2.5 Price 55
3.2.6 Place 56
3.2.7. Promotion 57
3.2.8. People 61
3.2.9. Process 62
3.2.10. Physical evidence 64
3.3 Action plan 64
3.4 Expected turnover and loss 72
3.5 Control 74
CONCLUSION 75
REFERENCE 76
APPENDIX 77
LISTS OF TABLES Developing a Marketing plan
Table 1.1 Bluetooth Content 19
Table 1.2 Type of Coupon 20
Table 2.1: Characteristics of SWOT of Gapit Keywordz service 42
Table 3.1: Description the action plan 66
Table 3.2: Estimated Cost 72
Table 3.3. Estimated Profit & Loss account 73
LIST OF GRAPHS Developing a Marketing plan
Graph.2.1: The data on mobile subscribers in 2006, 2007, 2008, 2009 year………………………………………………………………….. ………….32
Graph 2.2: The turnover of digital mobile content service………………. 33
Graph 2.3: The main download content in Mobile phone 45
Graph 2.4: The operating subscribers up to 6/2008 45
Grap 3.1: Positioning chart of Gapit keywordz and direct competitors 51
Graph 3.2: Process to supply Gapit keywordz service: 62
INTRODUCTION
1. Necessity of The Thesis
According to statistic of Yakee, now there are more 2.5 billion people use mobile phone in the world, more 90% of them have send or receive message demand, not only call and answer. Mobile phone is the nearest medium beside owner in 24 hours in all days of week, more permanently than any means of transportation included Internet and Television. Mobile marketing is step-by-step gaining foothold in the advertising field.
The different point in this solution is only through website www.keywordz.vn, individuals, enterprises can implement buy code process fast, create online marketing scenario simply, manage and update online customers’ database, and analyze customers’ database optimally through online report.
2. Research Aims and Purposes
Based on reasons above, the purpose of this study is to gain a better understanding of Mobile marketing, how organization do plan Mobile marketing and epecially writing a Mobile marketing plan for Gapit Keywordz in next year 2012.
In order to reach the research purpose for this study the following research questions are stated:
1. What is Mobile marketing and other related definitions to Mobile marketing?
2. How is application of Mobile marketing in Vietnam?
3. What are steps in building marketing plan for Mobile marketing service for Gapit JSC?
3. Research Scope
The scope of study is Mobile marketing and how to plan Mobile marketing campaign. The research scope is also in Gapit Communication Technology JSC.
4. Data sources and Processing
The data sources is used in the Thesis is colected by many sources, from Internet; newspapers; VMA and MMA Mobile marketing documents; Gapit’s financial report 2006, 2007; International Conferrence on Digital Marketing documents. They are colected and analyzed, used as secondary data. In addition, informations about Gapit
in my thesis is experienced after I worked for Keywordz department as Asistant, product and contract management.
5. Methodology
Analysis and Generalization : The information in the thesis was analyed and created by a number of documents and records of electronic marketing, digital marketing, concepts and ideas of planned digital marketing, mobile marketing. In addition, the research conducted with data from company, digital conferences, and consulting experts in the implementation of campaign planned for mobile marketing. These sources are not only theoretical but also practical. weaknesses, opportunities and threats as well as the reasons they use Keywordz of GAPIT.
6. Limitations of the Thesis
Because E-marketing is very broad and extensive, and due to limited time allocated for undertaking this research. This thesis will only focus on examining the use of Mobile marketing and how can develop a mobile marketing plan, to further limit the research only Gapit Communication JSC and companies implement sucessfully Mobile marketing of Gapit.
7. Expected finding
The expected findings in study is have an overview of Mobile marketing and Mobile marketing plan; how companies see the benefit of applying Mobile marketing in Marketing campaign. And more important thing is complete writing Mobile marketing plan for Keywordz service of Gapit Communication JSC in 2012.
CHAPTER 1: LITERATURE REVIEW
1.1. Marketing plan
1.1.1 Marketing plan definition
Form the Marketing text book, the nature and contents of a marketing plan can be understand that marketing plan is one of the most important outputs of the marketing process. It relies very heavily on an analysis of the industry, the business and the product situation.1
It is also the instrument for planning and organising the company’s resources and capacities for achieving marketing objectives for the new firm.
The marketing plan can and should be an essential document for organizational success. The marketing plan is also an operational document that is created at the business level of the organization.
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