Intership Report Marketing Strategy Analysis Of Btn Rocket Limited Company .docx

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MINISTRY OF INDUSTRY AND TRADE
HO CHI MINH CITY UNIVERCITY OF FOOD INDUSTRY
----------------------------
INTERSHIP REPORT
Field of study : English in Commerce
MARKETING STRATEGY ANALYSIS OF BTN
ROCKET LIMITED COMPANY AT HO CHI MINH
BRANCH
Studen’t name : Phan Thi My Tien
Supervisor’s name: Nguyen Giang Huong,MBA

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AKNOWLEDGEMENT
In addition to studying useful theories at the school, this internship helped me to have
a better understanding of how a marketing mix of a business is, to be in direct contact
with products and service of company. After this internship, I have accumulated
valuable lessons for me.Thank the University of Food Industry for giving me the
theoretical knowledge needed to apply immediately to practice. Thanks to Trinh Thu
Hang for caring, caring, guiding, reminding, conveying some skills and
experiences,there for I can understand and perform the job effectively. Thank you to
Ms. Nguyen Giang Huong for her enthusiastic guidance, and giving advice and
comments to help me complete the report in the most complete and complete
way.Moreover, I must show my gratitude to Director of the company Mr. Nguyen
Trung Tieng , helped me get the opportunity to practice in the company, to do the job
that I love. Thank you to Nguyen Huy Quoc Dung, Marketing Manager of BTN
Rocket Company, for his help, guidance and specific work, providing very useful
information of the company. In addition, I would like to thank the other brothers in the
company who have been friendly and helped me to complete this internship. Thank
you very much

CỘNG HÒA XÃ HỘI CHỦ NGHĨA VIỆT NAM
Độc lập – Tự do – Hạnh phúc
Thành phố Hồ Chí Minh, ngày..... tháng......năm .....
GIẤY XÁC NHẬN THỰC TẬP
Công Ty TNHH BTN Rocket
Sinh viên:.................................................................................
Năm sinh:..............................................
MSVV:..................................................
Trường :.................................................................................................
Khoa:...................................
Đã hoàn thành đợt thực tập tại công ty TNHH BTN Rocket từ
..........................................đến.............................................
Đơn vị thực tập :
Vị trí thực tập :
Nhận xét của công ty :
Điểm thực tập :
GIÁM ĐỐC
( Ký tên và đóng dấu)

COMMENTS OF THE SUPERVISOR
Student’s name : Phan Thi My Tien
Major : Business English
Class : 16CDAV
Student’s Code: 3022160334
Comment and evaluate:
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Ho Chi Minh City, .........../............./2019
Supervisor’s name
(Signature and full name)
CATEGORY
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LIST OF SOURCE
Table 1.1 Source: Report on the business situation of the Company Btn Rocket
Table 2.1 Source: Sales Department
Table 2.2:Source: Sales Department
Table 2.3: Source: Sales Department
Figure 2.1: Source: http://google.com
Diagram 2.1 Soure: Human Resources Administration Department
Diagram 2.4: Source: Technical Department of the Company Btn Rocket
Diagram 2.5:Source: Technical Department of the Company Btn Rocket

LIST OF TABLES
Table 1.1 Report on the business situation of the Company Btn Rocket
Table 2.1: Price list for running Google ads at Btn Rocket Company Limited
Table 2.2: Website design price list
Table 2.3: Hosting price list at Btn Rocket Company Limited
Table 2.4: Training course of Google Search course of students Company Limited
Btn Rocket

LIST OF FIGURES
Figure 1.1 - Number of employees of Btn Rocket Company from 2014-2018
Figure 1.2: Diagram of structure of BTN Rocket advertising joint stock company
Figure 2.1: Company Limited Btn Rocket advertises on Google
Figure 2.2: Company interface of the Company Limited Btn Rocket for
Remarketing
Figure 2.3: Advertising on Youtube

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LIST OF DIAGRAM
Diagram 1.1: Diagram of structure of BTN Rocket advertising joint stock
company
Diagram 2.1: Diagram of organization of business office
Diagram 2.2: Workflow
Diagram 2.3: The core service of the Company Btn Rocket
Diagram 2.4: General process of receiving and deploying advertising
Diagram 2.5: The process of rapid deployment of Website according to samples
in 7 working days

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INTRODUCTION
In Vietnam today, advertising services are growing, to reponse the high demands of
people about services and products. However, for any field of business requires
Marketing, whether big or small enterprise, Marketing is a very important job.
Currently, enterprises have the same goal of how to get a product and brand
advertising strategy quickly and effectively. Marketing helps sales activities grow
stronger, for effective marketing, the task of establishing and developing a marketing
strategy is very important for each business. Without an effective marketing strategy,
even if your products and services are the best, it is not effective in attracting
customers and is easily overtaken by competitors.During more than 5 years of
operation, Btn Rocket Co., Ltd. has branches in Ho Chi Minh City and Hanoi.
However, in order to survive , Btn Rocket Co., Ltd. has developed and developed a
traditional marketing strategy combining online to achieve market share, revenue and
position in the market. Therefore, building the current Marketing strategy for the
Company Btn Rocket is extremely urgent. Therefore, I chose the topic "Marketing
Strategy Analysis of Btn Rocket Company" as a topic of internship reporting
Research objectives
The objective of this report is to analyze the strategic real situation of Btn Rocket
Company Limited in Ho Chi Minh City. Since then, give some recommendations to
improve the effectiveness of marketing activities of the company.
Research method
In the process of research and research, a number of support methods have been used,
such as method of description, synthesis, information collection, statistics, comparison,
analysis, proof, ...
Object and scope of research
About the object of research: Focusing on analyzing the marketing strategy of the
Company Btn Rocket through the current situation of the company, thereby
determining the advantages to maintain and develop and analyze the Disadvantages
need to control and handle.
About the scope of research: Marketing strategy analysis of Btn Rocket Company in
the period from 2016 to 2018.

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CHAPTER 1:Organization OVERVIEW OF ROCKET
BTN CO., LTD.
1.1. History
ROCKET BTN CO., LTD
Address: 5th Floor, PaxSky Building, 123 Nguyen Dinh Chieu, Ward 06, District 3,
Ho Chi Minh City
Tax code: 0314878701
Legal representative: Nguyen Trung Tieng
Operation date: February 5, 2014
Business license: 0314878701
Scope: Specialized design activities
Btn Rocket Co., Ltd is always loyal to the business philosophy of "Keeping with the
brand of the business - The success of the business is the success of Btn Rocket
Company Limited".
The company is committed to ensuring the highest benefits for customers, putting
customer benefits first in the areas of: Online Advertising, Information Technology,
Asset Management, Human Resource Development ...

12
With a strong staff of both quantity and quality, we always aim to provide the best
services at reasonable prices, so that whenever you mention the Company, Btn
Rocket is the customer who mentioned comedy. Please.
Fields: Online Advertising, Information Technology, Asset Management, Human
Resources ...
1.2 Vision, mission and functions of the company
The company pursues and develops in the field of Online Marketing, the company
understands the fierce competition of the market. Therefore we are particularly
interested in improving service quality - the key to building trust for customers.
1.3. The organizational structure
The company currently has 2 offices including an office located in the head office
in Hanoi, a branch office in Ho Chi Minh City.
1.3.1. Number of employees in the corporation
The relentless striving of nearly 100 employees includes the general and
branch companies.
Figure 1.1 - Number of employees of Btn Rocket Company from 2014-2018
40
100
200
2014 2016 2018
Number of employees

13
The number of employees of the company calculated from 2014 to 2018,
employees continuously increased, increasing rapidly about 2 years after the
company was established (2014-2016). The biggest increase is in the period of
opening a new branch in Hanoi, starting from 100 employees to 200 employees
(2016-2018).
Currently, the number of employees at Ho Chi Minh branch is more than 90
employees and always works continuously to find customers for the company,
always striving to bring the highest possible revenue for the company. In Hanoi,
which has just been established for nearly 2 years, there are 50 employees
working. Therefore, when working at the company, every employee is trained to
become potential employees and a place for employees to develop themselves
best.
1.3.2. Organizational structure at Ho Chi Minh branch
Diagram 1.1: Diagram of structure of BTN Rocket advertising joint stock
company
Because the company's business is selling advertising services, office parts are
only at the basic level. The department that is most concerned is the business
department. Because this is a key role, determining the success of the company.
There are a lot of business people here; As well as the team leaders, the
manager has a role to guide the development team members, work efforts to
achieve the sales and targets set by the company.
In this structure, each person will take on different roles and tasks, working together
to make the business most effective. Inside:
BOARD OF
DIRECTORS
ACCOUNTING
DEPARTMENT
HUMAN
RESOUCES
DEPARTMENT
SALE
DEPARTMENT
TECHNICAL
DEPARTMENT

14
-Board of Directors: is the leader, directly operating and responsible for all activities
of the company, responsible for the law for all activities of the company. Directly
signing economic contracts. Decide on the Company's guidelines, policies,
objectives and strategies.
-Sales Department: is a core part of the company, has a role to bring in sales for the
company, ensuring to achieve the sales target set by the company. Research on
markets and competitors. Building a way of PR strategy, marketng for products in
each stage and customers. Search, maintain and develop relationships with
customers. Customer care according to Company policy.
-Accounting department: is responsible for collecting, processing, examining,
analyzing financial information, economic situation of the company. Presiding over
and coordinating with relevant departments to make business plan, succession
Annual and long-term financial planning of the Company. Quickly and fully perform
statistics and financial planning according to the company's regulations
- Planning and recruiting personnel. Training and developing human resources.
Maintaining and managing resources. Notice information from the director to staff.
- Technical room: deploying the project according to the plan from the sales
department.Planning strategies, working out processes for relevant departments,
handling expertise in the process of creating products for customers.

15
1.4. Results of production and business activities
Years
Difference 2014
with 2016 difference
2016 with 2018
STT Targets Code
2014 2016 2018 Change % Change %
1 Sales revenue 01 834,473 2,863,175 10,672,9212,028,702 34,3% 7,809,746 37,2%
2 Revenue deductions 02 0 0 0
3 Net revenue (10 = 01 - 02) 10 834,473 2,863,175 10,672,9212,028,702 34,3% 7,809,746 37,2%
4 Cost of capital 11 574,750 1,680,804 3,148,438 1,106,054 29,2% 1,467,634 18%
5 Gross profit (20 = 10 - 11) 20 268,723 1,182,371 7,524,483 913,648 5,1% 6,342,112 19,2%
6 Financial revenue 21 1,180 2,305 3,693 1125 19,5% 1,388 16%
total revenue 269,903 1184676 7,528,176 2,029,757 34% 7,811,134 37%
total cost 26,709 40,158 161,090 13,449 15% 120,932 15,2%
7 Financial costs 22 8,050 16,505 132,903 8,455 2% 16398 1,9%
8 Cost of sale 25 5,350 7,564 9,756 2,214 41.38% 2,192 28.98%
9 Enterprise management costs 26 5,139 7,169 9,178 2,030 39.50% 2,009 28.02%
11 Other click collection 31 6,260 5,750 6,807 -510 -8.15% 1,057 18.38%
12 Other costs 32 8,170 8,920 9,253 750 9.18% 333 3.73%
13 Other profits 40 0 0 0 0 0
14
Gross profit before tax
50 243,194 1,144,518 7,367,086 901,324 4,7% 631,901 74.13%

16
Unit: 1000 VND
Table 1.1 Report on the business situation of the Company Btn Rocket
From the table, we can see that the company's revenue has increased over the years. In
2014, the company achieved 205,321,000 VND profit, in 2016 reached nearly
1,100,000,000 VND. Despite being a young company, but the online sales are growing
strongly, facebook channel is a very popular sales channel at that time. Staff focused
50% on running facebook ads for small, medium and large businesses. In addition, has
just reset the organizational structure of the company. Recruit new and experienced
employees. The demand of customers using social network channels for sales,
business, brand promotion is increasingly popular, Internet boom. Thereby, the
company has applied the skills, hit the right mood to bring efficiency to customers,
resulting in a surge in revenue this year.
2018 revenue of the company compared to 2016 revenue increased by six times. The
increase in revenue can be said to be the first because the number of start-up
businesses hit a record in 2018, that year is also considered a year with many startups.
This is also considered an important factor to boost the company's revenue.
1.5. Main products and services of companies, customers and markets.
1.5.1 Main products and services of company
Google Ads advertising service. Google Shoping advertising service. Youtube
advertising service. Facebook advertising service. Website design. Training course for
Google Ads, Facebook Ads, SEO
1.5.2. Company customers
Almost all businesses use online sales channels including Google, Zalo, Facebook,
Instagram, ... are in need of developing and promoting interaction with customers,
seeking the best sales solutions for products of the business. Currently, Btn Rocket
Co., Ltd is cooperating with more than 40,000 different large and small enterprises.
Typical customers Company Limited Btn Rocket: Phuc Thinh Furniture Trading and
Construction Co., Ltd ; Bosch Vietnam; Osco International Vietnam Company ;...
1.5..3. Market of the company
15 CIT payable 51 37,873 100,488 316,868 42,615 33.33% 126,380 74.13%
16 Post-profit (60 = 50 - 51) 60 205,321 1,044,030 7,050,218 838,709 40,84% 6,006,18857,52%

17
The company currently operates mainly in Hanoi and Ho Chi Minh City.
Hanoi and Ho Chi Minh City are classified as special cities, meeting
industrial labor standards. These are the two areas with high awareness of
online marketing, the need to boost sales and upgrade brand . These are also
the two largest cities in the country, with high living standards and income
levels. The number of businesses investing more and more from coffee
shops to large corporations also needs to use online marketing to promote
their products or brands.
CHAPTER 2: ANALYSIS OF ACTIVITIES
MARKETING MIX IN BTN ROCKET CO., LTD
2.1
Diagram 2.1: Diagram of organization of business office
(Source: Human Resources Administration Department)
Position Task
DEPUTY BUSINESS
GROUP LEADER
SALE WOMEN
SALES MANAGER
SALE MAN

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SALES MANAGER
[-] Manage, administer and monitor the work of employees in the
sales department
[-] Directly responsible to the Company for the operation and
effectiveness of the sales department
[-] Responsible for planning, implementing and reporting the results
of implementation of business plans
[-] Search and develop relationships with potential customers and
partners
DEPUTY BUSINESS
[-] On behalf of the head of the management department, administer
the operations of the sales department when the head is absent
[-] Check and supervise the employees directly in the implementation
of their functions and duties
[-] Monitor the progress of the project and report the results to the
manager
GROUP LEADER
[-]Analyze products, markets, plan advertising for customers'
products
[-] Advice, introduce to customers the company's products and
services
[-] Manage, analyze and report on customers
BUSINESS MAN
[-] Finding customers
[-] Meet customers directly exchange, consulting on the company's
services
[-] Compose contracts, close contracts with customers
[-] Report the results to the superiors
 Principle of operation
In order to ensure that operating operations are carried out throughout and in a
certain order, members of the department always ensure to follow some of the
following general principles:
- Respect, responsibility and honesty.
-Proposal, handling work without exceeding level.
- Based on the direction of the Board of Directors, the department leader is

19
responsible for planning specific and popular programs and tasks to the
implementation teams.
-The leaders in general and each staff in the room in particular have the duty to
perform assigned tasks and take responsibility for their work. Any difficulties and
problems during the implementation process should be reported immediately to the
department's leaders for handling and finding solutions.
-All documents before submitting to the Board of Directors must be signed
through the inspection and control of the leadership. Absolutely prohibit individual
cases of self-signed issues related to the function of the operation of the room
beyond the level, comprehensive direction of the leader.
- Absolutely secure the data and internal business situation of the Company.
2.2 Job assignment as an intern
2.2.1 Job Description
During the internship at Btn Rocket Company Limited, I was assigned to work in
the sales department. At this time, I was assigned by the company to make phone
calls to customers, besides I also helped the staff with things like rearranging
records, checking spelling errors on files and papers.
In Btn Rocket's sales office, I feel a professional working environment, although
the work of the brothers and sisters in the room is quite stressful and under pressure,
but everyone is always ready to help, I told my heart to myself, pointing out
mistakes that helped me do my job better.
2.2.2The process of performing the assigned work (detailed description of
the implementation steps)
Get customer list from customer
care staff
Call customers
Note the information
Return the list to the superiors

20
Diagram 2.2: Workflow
2.2.3 Interpret the process:
Get customer list:
At the beginning of working hours, sales department staff will receive a list from
customer care staff.
This list includes information about customer names, phone numbers, customer
names and addresses. This list includes customers who have worked with the
company. Customer care staff will send this list via email or print it out and send it
directly to me.
Call customers
After receiving the customer list from the customer care staff, read through the
information in the list and proceed to make calls.
The main content of the call: Start the call with simple greetings, then introduce
yourself with Btn Rocket Company, then enter the main content: Is it okay to ask
about previous projects? Are customers satisfied with the projects? Currently, do any
customers have projects that want to cooperate with the company?
In the process of talking, customers' reactions are often fun, comfortable to receive
calls, and thank the company for their interest. However, there are a few cases where
the call comes when the customer is too busy to listen to the phone, or when the
customers mood is not good, the customer will be uncomfortable and offer to call
termination. However, most calls to customers who are not ready to answer but still
politely refuse,are not problem to me.
Normally, about 30 - 40 calls a day, each call usually lasts 5-10 minutes depending on
the content of the call.
Sometimes if the customer cannot be contacted or busy, call back up to three times a
day, each call is at least 2 hours apart.
Note the information:
After making a call, note the information immediately in the document that the
manager gave.
The notes are usually an assessment of customer satisfaction with a project that has
been co-operated with information about new customers' projects.

21
The notes should be brief but clearly cover the entire content of the call.
Submission of documents for superior:
This document includes a list of customer care staff who were initially placed and
notes collected during the process of making calls;
Check your completed calls, mark unfinished calls during the day.
Review the entire call and notes.
At the end of the day, report the work to the manager and send it by mail.
2.2.4 Advantages and disadvantages in the internship process
Advantage
During the internship at the company, I received the enthusiastic instructions of the
Marketing staff. Willing to answer all questions and thorough instructions for all
assigned tasks.
The company has created the best conditions, supported everything for me during the
internship.
I can work in a dynamic and friendly environment, there are also many challenges,
help me improve myself
The equipment in the company, the full facilities help me handle the work faster and
better. The assigned tasks have a level from simple to complex, help me practice,
challenge myself and have more experience for me
Disadvantages
Because this is the first time I have been exposed and working in a professional and
professional environment, I have encountered a little difficulty: The work I take
requires more skill than my theoretical knowledge. be educated at school. I myself
lack the confidence to be proactive in work quickly. But thanks to the dedicated help
of the staff in the company, I have successfully completed the assigned work.
2.3 Analyze the marketing strategy of 7P BTN Rocket Company
2.3.1. Some definitions of Marketing , Marketing strategy , Marketing mix
 According to Philip Kotler, a famous US marketing professor said that Marketing
is a human activity aimed at satisfying the needs and desires through the exchange
process .This is a very definitive definition of fully marketing content that is a
combination of all two-way exchange activities between both customers and
marketers to understand and meet customers' needs..

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 According to Groroos (1990) said that Marketing is the activity of establishing,
maintaining and strengthening long-term relationships with customers in a
beneficial way to meet the objectives of the parties. This is done by exchanging
between the parties and satisfying the promises.
 Marketing strategy is a fundamental step towards achieving the goal of increasing
sales and having a sustainable competitive advantage. Marketing strategies include
all basic, short-term and long-term activities in the field. marketing to solve the
analysis of an opening strategic situation of the company; formulate a formula for
calculating, evaluating and selecting appropriate marketing strategies to the
market, all of which aim to create a common goal of generating profits for the
company ( Wikipedia about Marketing Strategy)
 Marketing mix According to Philip Kotler said that Marketing mix is a set of
controlled variables of marketing that businesses use to try to build the desired
response from the consumer market.(Quote: Marketing Philip Kotler; Statistical
Publisher; 2000)
2.3.2. Product strategy
Products are all factors that can satisfy the demand or desire to be offered in the
market with the aim of attracting the attention of procurement, use or consumption.
(Excerpt: Basic Marketing Curriculum; National Economics University Publishing
House; 2009). Product is the most basic ingredient in marketing - mix.
Main services:
Btn Rocket Co., Ltd. has constantly tried to design websites, running Google ads
in accordance with customers' needs. In addition to the company's sample websites
that also have customized design services, Btn Rocket Co., Ltd. is a collection of
professional Google advertising experts who can advise customers on goals, objects
and funds. The book in the process of running ads for each line is absolutely free.

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Diagram 2.3: The core service of the Company Btn Rocket
- Google Ads advertising service:
Company Limited Btn Rocket conducted advertising campaigns according to the target
"Displaying at the right time, displaying the right position". Timely means that when
customers need a demand, they will find products and services you provide on Google
Ads to help businesses increase sales and increase brand. At the same time will meet
the display requirements as desired position of the customer. For example, an
enterprise wants to count the area of Ho Chi Minh City or can localize the area that it
wants to advertise as a 10km radius compared to the current position of the company
so that businesses can optimize the cost.
- Google Shopping advertising service: Company Limited Btn Rocket will
implement two advertising strategies that are:
Google Shopping Automation: Company Limited Btn Rocket will carry out advertising
strategies for customers to actively search for you so you just need to focus on your
business development strategy. You just need to provide the Company Btn Rocket
product line and the current website, the system will automatically create ad
campaigns and search for appropriate keywords based on the information provided.
Automatically synchronize information: Information such as product name, inventory
status, product image of your business will be updated automatically and automatically
connected on Google's system.
- Youtube advertising service:
+ Company Limited Btn Rocket will help you to install the most optimal campaign
through the use of category tips (budget, delivery methods, frequency limits, ...).
+ Using video interactive enhancements with tags.
+ Using tags to bring a consistent and intuitive experience for brand interaction.
Google
Ads,
Facebook
Ads, SEO
training
courses
Website
design
Facebook
advertisin
g service
Youtube
advertising
service
Google
Shopping
advertising
service
Google Ads
advertising
service
Core
service

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+ Using existing brand themes so that customers can easily relate to your brand.
+ Create a strong emotional impression. Customers often remember what they feel
more than what they read.
+ Select a message, a character, an emotion to express in a video.
- Facebook advertising service:
+ Approaching exactly the desired business object: whether your target customers are
male or female, how old, like traveling or shopping. Company Limited Btn Rocket
will help you implement each campaign on Facebook in the most effective way for
each group of customers you target.
+ The amount of interaction and the speed of spread is high: Just a few simple steps
from the customer is sometimes an accidental click, your page has added a likes,
shares, comments. Moreover, you can link ads to a post or a page right on Facebook.
+ Good content: Attracting the power of words to attract customers right from the first
time.
+ Control costs and effectiveness: The system will send daily reports to help you
understand the correlation between cost and efficiency.
-Website design:
Btn Rocket Co., Ltd. will select the website according to the industry line of each
business.
Provide fully available to meet the requirements of businesses or commercial websites
such as Banner, homepage, article page, product page, online chat, social networking,
contact page, registration, login, website optimization, website administration.
- Google Ads training course: Upon completion of the course, Btn Rocket Company
Limited commits that the institute will meet the following criteria:
+ Analysis of objects, products and user behavior
+ Identify potential customers / target customers.
+ Grasp Google's operations, support tools and special features.
+ Understand policies and how to run ads on Google.
+ Target is the right target to help customers reach the maximum, reduce the
maximum cost of advertising.
Support services:

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In addition to the core services, Btn Rocket Co., Ltd. will hold free seminars every
month, thereby helping the company:
+ Building a brand in Ho Chi Minh and helping the Business Department access many
potential customers.
+ Connection between Btn Rocket Company and customers and help customers better
understand the services of the Company Btn Rocket.
+ Also make customers better understand the values that Company Limited Btn
Rocket can bring to their business.
2.3.3. Price strategy
For the buyer: according Basic Marketing Curriculum said that The price of a product
or service is the amount that the buyer has to pay the seller to own and use the product
or service. For the seller: according Basic Marketing Curriculum said that The price
of a goods or service is the income the seller receives from the sale of the product.
Price is an important component in marketing mix, which is the key to determining the
revenue and profit of the business. In terms of price, Btn Rocket Co., Ltd. applies
advertising expenses flexibly.
Businesses only pay payment fees when there is a valid click. Based on Google's smart
measurement technology, Btn Rocket Co., Ltd. will help you recalculate valid clicks
and ignore but invalid clicks. The amount of investment is entirely dependent on the
business, can spend low advertising budget from 50,000 VND - 150,000 VND daily
and can then be adjusted to suit the effectiveness on Google Ads.
Advertising budget (VNĐ) Service charge(VNĐ) total cost (VNĐ)
3.500.000 1.000.000 4.500.000
4.000.000 1.000.000 5.000.000
5.000.000 1.000.000 6.000.000
6.000.000 1.200.000 7.200.000
7.000.000 1.400.000 8.400.000
… … …
25.000.000 4.250.000 29.250.000

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… … …
Table 2.1: Price list for running Google ads at Btn Rocket Company Limited
Because Google does not limit the minimum cost, it is possible for businesses to spend
a day on a budget depending on the available budget and the desired performance of
the business.
Package by sample
7.000.000 VNĐ
Adding 1 language (eg English) adds
30% of the basic website value
Meet the basic requirements for small and
medium enterprises
Package as required
No fixed price
Meet the specific requirements for your
Website
Table 2.2: Website design price list
Table 2.3: Hosting price list at Btn Rocket Company Limited
About the Google Ads training course, there will be a list price of VND
3,900,000, there will be coupons on special occasions of the Academy such as
birthdays, New Year and Christmas.
2.3.4. Distribution strategy
- Btn Rocket Co., Ltd. has set up distribution strategies to bring the company's
services to potential customers. Service when coming to the company

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customers will guarantee to reach them in the best way through the
organization and management of the distribution channel system.
-Direct channel: Btn Rocket Co., Ltd will directly sell service packages to run
advertising and web design for customers.
- Channel level 1: Company Limited Btn Rocket is not directly sold through an
intermediary that is the collaborator.
2.3.5. Promotion strategy
According to Armstrong's and Kotler's (2005) definition said that Integrated
marketing communications (IMC) are coordinated and intertwined
communication activities that deliver a clear, consistent and theoretical message.
restoring an organization and its products ”.
Therefore, an IMC campaign emphasizes the coordination between different
tools to increase communication efficiency instead of leaving them to operate
alone. Some of the main tools commonly used in mixed promotion policies are:
advertising, public relations (PR), ...
- Advertise :
Btn Rocket Co., Ltd often advertises in mass media such as television and newspapers.
But mostly advertising on Google and Youtube. In addition, Btn Rocket Co., Ltd
organizes seminars to advertise its services.
Figure 2.1: Company Limited Btn Rocket advertises on Google
Source: http://google.com

28
Figure 2.2: Company interface of the Company Limited Btn Rocket for
Remarketing
Source: http://mp3zing.vn
Figure 2.3: Advertising on Youtube
Source: http://youtube.com
- Promotion: This is the strategy to attract customers to Btn Rocket Company
Limited
For advertising services, Btn Rocket Co., Ltd. has applied online business
strategy that is free medical examination and free checking of Ads account. Visiting
the website of Btn Rocket Company will help enterprises check whether it is suitable
for advertising on Google or on any channel to suit the current status of the business.
Advised by Google Ads by Btn Rocket Co., Ltd. on interface layout, comment on
content, addition of essentials to increase the ability to convert orders, reduce
budget.

29
- Training courses,
For training courses there will be special promotions and incentives as follows:
 - Save costs VND 1,000,000 when registering on special occasions of the
Academy such as birthdays and Tet holidays.
 -Reduce 25% of professional website design fee immediately at Btn
Rocket Company
 VND 3,000,000.
 -100% receive the certificate after the course, commit to do it and support
the student after the course.
 -Many unique gifts from Google donated (Notebooks, cups and pens, ...).
 -Register 2 or more people to reduce additional VND 100,000 per person,
4 or more people reduce VND 200,000 per person, 6 or more people
reduce VND 300,000 for each person
 -General USB 4.0 VALUE 10,000,000 VND. This USB is an all-
powerful document repository, synthesizing all marketing knowledge:
Google Ads, Facebook Ads, Zalo, corporate governance, Marketing
solutions for each field. These are shared practical experiences from many
experts with hundreds of successful campaigns. In particular, USB
contains practical knowledge that is hard to find through any school.
-Public Relations:
On July 18, 2018, Btn Rocket Co., Ltd cooperated with Doan Gia Phat Real
Estate Enterprise to hold a live training session. Along with the spirit of Guru's
enthusiasm, the training was very successful with the participation member of 37
members. And it is estimated that at the present time, Guru has access to 18 real
estate sector units, bringing the number of people approaching 566 people.
On 11/07/2018, Btn Rocket Co., Ltd. was present and trained at Skyland Real
Estate Unit. Coming to this internal training session, once again Skyland Real
Estate is very excited about the training topics that the Company Btn Rocket
brings such as: Enhanced Ads Ads, Shopping Ads and Google AdWords.
On July 21, 2018, Co., Ltd. Btn Rocket is proud to be the first and only unit in
Vietnam to successfully organize the event SEO SUMIT with the interference
between Vietnam and the world. Has invited world experts on SEO level, sharing

30
for customers to better understand the value of SEO in the enterprise. In addition,
the event also received sponsorship from many partners. Since then the company
has expanded the relationship, making the company's reputation go further in
SEO circles.
2.3.6.Personal strategy
One of the decisive factors for the success of the Company Btn Rocket is the
company's human resources. A company like Btn Rocket Co., Ltd is doing business
in the service sector, the human factor is the most important thing. Recognizing that
important point, the company always implements preferential policies on human
resources to attract talents to the company, it can be seen that the company's
manpower has increased significantly every year. In addition, Btn Rocket Co., Ltd
always devises strategies to train its employees in professional skills and ethical
qualities.
About staff training : In April, August and November every year, Btn Rocket
Co., Ltd. will organize training sessions as well as tests to assess each individual's
level, behavior and communication skills. Because of the service business, every
employee in the company needs to have a professional style, how to deal with
customers correctly because they are the face of the company. The HR department
will also conduct observations of individual attitudes and ways of speaking, because
while working together, the behavior or ways of dealing with all situations will be
best reflected. It is therefore possible to comment so that they can promote or adjust
in the process of meeting customers so that they have a sympathetic view of that
individual in particular and Btn Rocket Company in general.
About recruitment mode : Every year, the company will organize recruitment in
April and September for official employees. Recruitment news will be posted in
newspapers, magazines, corporate websites, fanpage and website like
internship.edu.vn, careerbuilder.vn. For those who are admitted through the
recruitment period, they will spend 3 months of probation and receive 70% of basic
salary of official employees. However, if during a probationary period or an
individual has performed well, he / she may consider shortening the probationary
period or increasing the salary compared to the initial level. Also in February, June
and October will recruit positions such as trainees and employees. In terms of salary,

31
the interns are supported monthly VND 1,000,000, support for car deposits and
bonuses for commissions, and for collaborators, they are only rewarded according to
commissions.
At the end of each week, the company always holds an internal meeting. On
holidays, year-end, and special occasions of Btn Rocket Co., Ltd, the company
always organizes activities or short holidays to encourage the spirit of employees as
well as rewarding after the tribute. devote the best to the company.
2.3.7.Processing strategy
The service process helps customers to shape the benefits they achieve when
cooperating with the company, which customers can follow to track the progress of the
service.
Diagram 2.4: General process of receiving and deploying advertising
Source: Technical Department of the Company Btn Rocket
Diagram 2.5: The process of rapid deployment of Website according to samples
in 7 working days
Source: Technical Department of the Company Btn Rocket
Gather
informat
ion and
advice
Select
and lock
the
interface
template
Build
website as
required
unified
Complet
e and test
achieved
Google
standard
Handove
r and
instructi
on
manual
Customers
provide
information
about
products
and services
that need
advertising
Advise
customers
on optimal
solutions to
improve
advertising
effectivenes
s.
Customers
browse
solutions
and
technical
teams
conduct
promo
installation
Technical
department
implements
advertising
techniques,
conducts
advertising,
monitors,
optimizes and
sends reports to
Customers

32

33
Session 1: Installation
campaign to avoid errors
Session 2: Build a set of
"keywords" for sales
Session 3: Managing
campaigns and ad groups
- Building a Ads account for a
sales section.
- Construct the structure and
stratify the campaign for a
Marketing plan
- Understand 100% how advanced
search positioning works.
- Get familiar with 8 ways of
bidding
-Structure when building a
sales keyword set.
- Confirm keyword
grouping according to
structure.
- Keyword format.
- Keyword selection,
setting up attractive
advertising messages
- Consideration of grouping
"keywords" by subject group
How to content, advertising
messages follow the "keywords"
- Install the extension
- Set an ad schedule to
effectively control and advertise
budgets.
- How to control cash flow
Session 4: View reports, measure
and optimize performance
Session 5: Optimize
campaign and landing
page
Session 6: Optimize
campaign and landing page
(next)
-Read indicators - discover "virtual
click". Read reports, catch diseases,
optimize keywords and messages.
How to read Ads reports "in just 10
minutes".
-Link the Ads and Google Analytics
reports to track customer behavior.
-Buyers are shy based on indicators,
tactics.
Guide bidding strategy for sales.
- Install the conversion
code into the purchase
button, call button, chat,
form.
- How to set up goals in
Google Analytics to
track customer behavior
from the moment you
visit the website to the
time of pressing the
purchase button.
- -Advanced segments in
Google Analytics.
- Remarketing on search
engines.
-Guide and organize basic Ads
exam.
- Guidance and advanced exam
organization.
Table 2.4: Training course of Google Search course of students Company Limited
Btn Rocket

34
2.3.8. Strategies on physical conditions
About the establishment : newly established by Btn Rocket Co., Ltd. and has not had
much experience, the company currently has only 2 offices located in Ho Chi Minh
and Hanoi. But Btn Rocket Co., Ltd. always tries to refurbish its facilities in the most
suitable way.
Regarding uniforms : Btn Rocket Co., Ltd. always tries to create a dynamic working
environment so the company does not require employees to follow a binding rule but
Currently the company has a website: Btn Rocket Company Limited,
https://btnrocket.com this is where the company will update the news to customers. In
addition, the company also has a Facebook page, because nowadays people access to
Facebook a lot, so Btn Rocket Company through which will update information on it
so that customers can access information quickly. the fastest.
2.4. Review of Marketing Strategy of BTN Rocket Company
2.4.1 Advantages
Product strategy: The service packages are designed very clearly by the
company. Besides, Btn Rocket Co., Ltd. also combines main services and support
services to improve the brand for the company in the best way.
Price strategy: There are low service packages, so new or small-scale companies
can still use them.
Distribution strategy: Currently, the company still uses distribution channels
directly to customers. Focusing on distribution in Ho Chi Minh because this is a
place with many small and medium enterprises compared to the whole country.
Development strategy: Since it is an advertising service company, it is not
difficult for Btn Rocket Company to advertise in order to increase the number of
customers who know the company. Taking advantage of many special promotions, it
has attracted a lot of potential customers.
Human strategy: There is no distinction between upper and lower levels, creating
a connection between people. Regularly train employees to have the opportunity to
improve their qualifications. Implementing many preferential policies for the
recruitment process to attract talents. Organize collective activities to encourage
more work ethic of employees. In addition to official employees, the company also
recruits more trainees and collaborators to enable them to be exposed to a

35
completely different working environment than the school, in addition to help them
complete the writing process. internship report.
Process strategy: Build each specific process for each service package, which makes it
easy for customers to follow the company's performance for their services.
Physical conditions strategy: It is not compulsory for staff about uniforms, so
employees are not constrained, this also creates a more dynamic working environment.
2.4.2. Disadvantages
Product strategy: Btn Rocket Co., Ltd has only been established for 5 years, so
when it introduces products to customers, they still have not really believed in the
service quality. In addition to the quality of service and service packages, they have
not created their own impression of the company compared to their competitors.
Price strategy: But in general, there are some large-cost service packages but the
quality is not considered too special.
Distribution strategy: Fewer use of indirect distribution channels, due to limited
company resources, the company contains strategies to promote with other
intermediaries.
Development strategy: Community activities are limited, not appreciated by
customers, have not created their satisfaction for propaganda because this is also due
to the company's budget is still tight.
Human strategy: At each recruitment, the company recruits a lot of trainees,
because of the large number of recruitment, it will cause the situation to do the same
amount of work and easily cause boredom. For trainees in the Digital Marketing
department, the bonus has not been given on time.
Process strategy: Creating a bad impression with customers because some
service packages have not implemented the right process leading to quality not
reaching 100% customer requirements.
Strategies on material conditions: Regarding the infrastructure which has not
been diversified and diversified, Btn Rocket Co., Ltd is gradually trying to improve.

36
CHAPTER 3: COMMENTS AND RECOMMENDATIONS
After 3 months of internship at Btn Rocket Co., Ltd, I have some comments and
suggestions about the company's marketing as follows:
Firstly from BTN Rocket's internal and external marketing analysis, we can see that
the market for online sales services still has a lot of potential, many businesses and
diverse customers that the company has abandoned. Miss. Companies need to consider
marketing systems, from the smallest businesses to the largest businesses are also
potential customers.
Need to redesign more attractive promotions, many incentives will attract customers.
Establish a standard of service quality for customers to trust more, and promote
investment in a number of popular products and services at the company. Product and
service packages should be created to be more effective in marketing for their
businesses and also create additional income for the company. Currently the
company's customers appear across the country, so the company needs to open more
branches in the provinces and cities, to easily reach customers, customers will have
confidence when cooperating.
Regarding the price policy of the company, the company needs to balance costs and
benefits for customers, the cost of each basic service should be priced at different
levels. The company needs to provide some incentives for customers such as discounts
of about 10-15% for customers returning to use the product. Need to change prices,
can increase or decrease every 6 months, to cope with the unfair competition of other
companies. Advertising campaigns are not invested effectively, need to invest more in
content and plan to promote, identify the brand and message of the company to
customers.
The company needs to focus more on taking care of and maintaining existing
relationships, participating in trade fairs and trade fairs to find more partners and
customers. Currently, customers must interact with many different types of
advertising, so the company should focus more on the value brought to customers, for
example outstanding services and products, useful information about Great deals and
strong discounts. With the aim of making customers feel curious, excited and want to
learn more about the company's products.
Currently the company does not have any advertising on television, this is where the
coverage is very high, suitable to bring BTN Rocket brand closer to the public.
Pictures cost very high. The company's proposal should use pop-up ads. Images and
advertising messages will display at the foot of the TV screen for 10 seconds, enough
to attract the attention of the viewers. The company should choose the time to run TV
commercials between entertainment, movies, music, fashion, beauty, etc.
Secondly, the company should also limit the use of the strategy of using raw data to
invite customers to attend seminars or participate in Google Ads creation courses. This
is a nature that I actively seek to customers so I do not fully understand when they
have a need for the current services that the company is providing, most of them use
data to call. The number of customers complained that there was no need, so both the
company and employees lost time but the efficiency was not high, causing customers
to feel uncomfortable losing their sympathy with the company, while also reducing the
brand value of Company Limited Btn Rocket.

37
Thirdly, on the side of the Company, Btn Rocket, it is recommended to increase
preferential policies for customers to create opportunities for developing the
company's customer source. Customers who introduced their friends and relatives and
signed a successful contract with the Company Btn Rocket will receive 5%
commission on a file. Gift giving, discount vouchers in customer birthdays. Increasing
the price reduction for groups of people registering 5 people and 10 people groups
(groups of 5 people should reduce by 10%, groups of 10 should reduce by 15-20%). It
is recommended to expand the system to Hanoi because the trainees are currently only
training in Ho Chi Minh.

38
CONCLUSION
Through this topic, we have basically understood how to build the Marketing strategy
at Btn Rocket Company in recent years. Since then, we can see the advantages of
online marketing activities compared to traditional marketing activities for business
activities of enterprises.
In order to enhance the position of Btn Rocket Company in the market, the company
should look back on its situation over the years, to draw difficulties. Since then, the
company's staff will work together to solve those difficulties. Therefore, building a
right marketing strategy will overcome the problems that are encountered and bring
great benefits to businesses at the present time and in the near future.
With the topic: "Marketing Strategy Analysis of Btn Rocket Company Limited at Ho
Chi Minh Branch" was written, during the 3-month internship at Btn Rocket Co., Ltd,
I came up with the state of public affairs. The company is based on a theoretical basis
as well as making recommendations to improve the construction of Marketing strategy
at Btn Rocket Company Limited.

39
REFERENCES
English reference
1. Basic Marketing Curriculum; National Economics University publishing
house; 2009
2. Humphrey, Albert (2005), SWOT Analysis for Management Consulting, SRI
Alumni Newsletter (SRI International).
3. Marketing Philip Kotler; Statistical Publisher; 2000
4. Jorge Mongay (2006), Strategic Marketing. A literature review on definitions,
concepts and boundaries, Munich Personal RePEc Archive.
5. Philip Kotler (1984), Marketing Essentials, Publisher Pentice Hall, New
Jersey, United States.
6. Groroos (1990)
7. Wikipedia about Marketing strategy
References Vietnamese
1. Fred R.David (1986), Nhiều dịch giả (2015), Quản trị chiến lược: Khái luận
và các tình huống, NXB Kinh Tế TP.HCM.
2. Lê Thị Bích Ngọc (2009), Bài giảng Quản trị chiến lược, NXB Học viện
Công nghệ Bưu chính Viễn thông.
3. Luật Quảng cáo (2012), NXB Chính trị Quốc gia.
4. Nguyễn Thượng Thái (2007), Giáo trình Marketing căn bản, NXB Học viện
Công nghệ Bưu chính Viễn thông.
5. Philip Kotler (1984), Phiên dịch Vũ Thị Phượng, Phan Đăng, Giang Văn
Chiến (2012), Marketing căn bản, NXB Lao động – Xã hội.
6. Phòng Thương Mại và Công Nghiệp Việt Nam (VCCI), Trung tâm Xúc tiến
Phát triển Phần mềm doanh nghiệp (VSDC) (7/2014), Quản trị cẩm nang doanh
nghiệp.
7. Trương Đức Lực (2011), Giáo trình Quản trị chiến lược, NXB Đại học Kinh
tế Quốc dân, Hà Nội.

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