MARKETING SOLUTIONS TO ENHANCE THE COMPETITIVENESS OF NOVAON IDC ONLINE DATA JOINT STOCK COMPANY.docx

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MINISTRY OF FINANCE
ACADEMY OF FINANCE
FACULTY OF FOREIGN LANGUAGES
-----*****-----
GRADUATION THESIS
TOPIC: "MARKETING SOLUTIONS TO ENHANCE THE
COMPETITIVENESS OF NOVAON IDC ONLINE DATA
JOINT STOCK COMPANY.”
Student: Lam Thi Kim Chi
Group: CQ50/51.03
Supervisor: Bui Thi Tuyet Mai

DECLARATION
I confirm that this thesis represents my original work, I have not copied from
any other students’ work or from any other sources expect where due
reference or acknowledgement is made explicitly in the text.
Furthermore, none of any part been written for me by another person in my
thesis.
I, Lam Thi Kim Chi hereby confirm that this thesis is my own work and not
copied or plagiarized from any source. I have referenced the sources from
which information is obtained by me for this thesis.
In addition, the contribution of any supervisors and others to this thesis is
consistent with normal supervisory practice.
Student:
Lam Thi Kim Chi

ABSTRACT
Through the process of fact-finding in the Novaon, I noticed the application
of marketing to enhance the company's competitiveness is not high and
ineffective. So this study was launched to make the plan more effective
marketing and some solution to be application such as marketing factors that
affect the competitiveness of company: Product Policy, price policy,
distribution policy, communication Policy. This study include 3 chapter:
Literature Review, The study and Recommendations
By covering the essential knowledge about marketing solution, this study
attempt to provide a basic for appreciation and giving the new
recommendation for the marketing development orientation for Novaon IDC
in the future. This study aims to present the marketing solutions to enhance
the competitiveness for Novaon IDC online Data Joint Stock Company.
The principal audiences of this study include the teachers from Faculty of
Foreign Languages; the staff of Novaon IDC company, and the students who
interested in marketing in a particular company. The aspects of thesis that
related to each group of audiences will be mentioned in the following pages.
ACKNOWLEDGEMENT
First and foremost, I would like to thank to all the teachers of Faculty of
Foreign Languages, Academy of Finance who have conveyed valuable
knowledge to me during the past four years.
I also would like to express my gratefulness to my supervisor Ms. Bui
ThiTuyet Mai for the dedicated instructions as well as her creative
suggestions and encouragement during the time of making this thesis.
Last but not least, I give my sincerely thank all of the staffs in Novaon IDC
online Data Joint Stock Company for their enthusiastic instructions and
support during the time I was on probation.

TABLE OF CONTENT
CHAPTER 1: LITERATURE REVIEW......................................................... 1
1.1.Concepts and delimit the content of the research topic
1.1.1 Concepts of marketing and marketing mix
1.1.2 Delimitations of the content of the research topic ................................... 5
1.2. Competitiveness and competitive marketing…………………………10 1
1.2.2 The views on competition marketing..................................................... 11
CHAPTER 2: THE STUDY ........................................................................... 13
2.1 An overview of Novaon IDC Online Data Joint Stock Company 2.1.1
The process of formation and development.................................................... 13
2.1.2 The organizational structure of the company and characteristic of
business ........................................................................................................... 15
2.1.3 A glance of online data distributing market ....................................... 18
2.1.4 The influence of environmental factors to the company's marketing
solutions .......................................................................................................... 20
2.2 Results of the analysis…………………………………………………22
2.2.1 The application of 4Ps of the company.................................................. 23
2.2.2. The author’s assessment on Nova’s marketing strategies .................... 31
CHAPTER 3: RECOMMENDATIONS......................................................... 33
3.1. Nova’s development direction ................................................................. 33
3.2. Recommendations aimed at improving the competitiveness of NOVAON
IDC Online Data Joint Stock Company.......................................................... 34
3.2.1. Products................................................................................................. 34
3.2.2. Price....................................................................................................... 35
3.2.3. Promotion.............................................................................................. 35
3.2.4 Place ....................................................................................................... 36
3.2.5 People..................................................................................................... 36
CONCLUSION............................................................................................... 37

INTRODUCTION
1.1 Rationale of the study
In the market economy, international economic integration, competition is
getting fiercer, to company can effective business must be able to research
market, market forecast good, thus giving the price policy, product,
distribution channel, or planning communication programs most effective
way. Marketing plays an important role mainstream.
After several years of development, so far Vietnam PC market still has great
appeal. When consumers have high affordability and benefit from computer
more and more, maximum support to the users, So the need to buy a
computer, using a computer and internet access of human to growing, with
rich demand. The demand of the consumer need to buy the computer is
increasing quickly than before.
Currently, in the market, has the participation of many companies specializing
in deployment of marketing products and services to improve
competitiveness. Many companies specializing in Mar products emerge to
improve their business as Web…. competitiveness and develop the quality of
human life, such as professional Web Design, Domain Names, Hosting,
Virtual Servers, VPS servers, digital signature ...
The firms are racing against each other strive for quality service, the variety
of products, services and constantly offer programs stimulate consumption.
The companies race about the service quality, the variety of product and more
consumption stimulating. In general, demand for high-tech products and
computer products have trends to increase sharply, not only to handle the
huge volume of work but also that serves both learning activities and
entertainment. Therefore, profit opportunities of businesses providing

computer products and services computer is very high. Along with that is the
fierce competition between manufacturers, distributors, suppliers together.
May include the suppliers have names ahead, quite prestigious as P.A Viet
Nam ltd, FPT Telecom, Mat Bao Corporation...
The Nova's company does not stop at the product quality but also provided
the service quality and price with many attractive promotion programs.
Every day, there are more products launched from new companies, with the
superiority over with product earlier. This is one of the reasons for shorten the
lifecycle of product and reduce the price, competing on price isn’t effective as
before. To survive and grow, the business enterprises are facing challenges to
find new competitive tools, more effective. The integration of the world
economy and WTO is not only advantage but also disadvantage for Novaon
IDC's company. There are so many challenges require the companies must be
overcome to survive and thrive. Typically, they has penetrated into Vietnam
market, the pie is divided into smaller parts, the competitive advantage
shrinks that is why the competitive power is an important key to survive and
make stronger important thing for any business how to survive and stronger.
In this period , Novaon IDC competitiveness is not high, while marketing
activities can’t yet be properly invested.
1.2. Aims of the study
The goal of the research was to propose a specific marketing strategy, in line
with company resources and market conditions. This strategy will serve as
orientation for all operations of the company, so that this activity takes place
systematic, methodical, professional and long-term.
Aiming for, topics will address four specific tasks:
 Establish a theoretical basis of marketing solutions to enhance the
competitiveness of the company.

 Understanding the business situation, the status of company marketing
activities Novaon IDC in recent years.
 Reality and marketing solutions and the current competitiveness of the
Novaon IDC Online Data Joint Stock Company.
 Recommendation some marketing solutions to increase the
competitiveness of the Company Novaon IDC provided market data solutions
online of Vietnam.
1.3 Scope of the study
Scope of the Study: Research to clearly define the reality of the company and
the competitors, the strengths that the company has to develop and overcome
the remaining weaknesses in order to find solutions and recommendations for
marketing of the Novaon IDC Online Data Joint Stock Company in 2013-
2015 period.The solution proposed in the subject also to enhance the
competitiveness of companies in the market offer web services to enhance
business competitiveness, which focuses mainly on the market Northern
1.4 Organization of the Study
Computer appeared long ago and had an indispensable role in the lives of
human beings. The advent of the computer has marked a turning point in
developing new and more modern civilization for the whole society. So far
the computer keeps finalized brought many conveniences, maximum support
to the users. Computer’s product is also increasingly rich and diverse, giving
customers a lot of choices.
Unlike in developed countries, the demand for regular supply of marketing
solutions for businesses already saturated, with a developing countries like
Vietnam, this is still a very potential market. The need to use the product for
service in Vietnam websites of organizations, enterprise, families and

individuals increased with the process of industrialization, modernization and
international economic integration.
Therefore, it is give an effectiveness marketing solutions to enhance the
competitiveness of Novaon IDC companies. In this study consists of three
main chapters. Chapter 1: Literature review, which includes concept and
delimit the content of the research topic and competitiveness and competitive
marketing, chapter 2: The study includes competitiveness and competitive
marketing and results of the analysis and conclusion, chapter 3:
recommendations includes Nova’s development direction and
recommendations aimed at improving the competitiveness of NOVAON IDC
Online Data Joint Stock Company.
After a period of internship at the company, I realized that, in order to
improve the competitiveness of companies in the market Novaon product
supply professional websites, towards achieving the sales target, market share,
the set off a long-term marketing strategy in general and in each particular
stage of development is extremely important. Therefore you choose the
theme: “"MARKETING SOLUTIONS TO ENHANCE THE
COMPETITIVENESS OF NOVAON IDC

Lam Thi Kim Chi Page 1
CHAPTER 1: LITERATURE REVIEW
1.1. Concepts and delimit the content of the research topic
1.1.1 Concepts of marketing and marketing mix
1.1.1.1 Definition of marketing
Marketing is a widely used term to describe the means of communication
between the company and the consumer audience. Marketing is the adaptation
of the commercial activities and use of institutions by the organizations with a
purpose to induce behavioral change on a short-term or permanent basis. The
American Marketing Association most recently defined Marketing as "the
activity, set of institutions, and processes for creating, communicating,
delivering, and exchanging offerings that have value for customers, clients,
partners, and society at large."
The techniques used in marketing include choosing target markets through
market analysis and market segmentation, as well as understanding methods
of influence on the consumer behavior. The marketing planning creates
strategies for the company to place advertising to the dedicated consumer.
From a Dr. Philip Kotler point of view, defines marketing as “the science and
art of exploring, creating, and delivering value to satisfy the needs of a target
market at a profit. Marketing identifies unfulfilled needs and desires. It
defines measures and quantifies the size of the identified market and the profit
potential. It pinpoints which segments the company is capable of serving best
and it designs and promotes the appropriate products and services.”
The American Marketing Association offers this managerial definition :
Marketing (management) is the process of planning and executing the
conception , pricing, promotion, and distribution of ideas, goods, and service
to create exchanges that satisfy individual and organizational goals.
And other definition about marketing: Marketing is the management process

responsible for identifying, anticipating, and satisfying customer requirements
profitably.
1.1.1.2 Definition of marketing mix
The marketing mix was proposed by professor E. Jerome McCarthy in the
1960s. It consists of four basic elements called the "four P's". Product is the
first P representing the actual product. Price represents the process of
determining the value of a product. Place represents the variables of getting
the product to the consumer such as distribution channels, market coverage
and movement organization. The last P stands for Promotion which is the
process of reaching the target market and convincing them to buy the product.
The four Ps determine how marketing satisfies consumer needs. They are
considered controllable marketing mix factors, meaning that they can change
or be altered as needed. Habits, lifestyle, and diet are all considered to be
controllable risk factors.
In the 1990s, the concept of four C's was introduced as a more customer-
driven replacement of four P's. There are two theories based on four Cs:
Lauterborn's four Cs (consumer, cost, communication, convenience) and
Shimizu's four Cs (commodity, cost, communication, channel) in the 7Cs
Compass Model
The marketing mix: refers to the set of actions, or tactics, that a company uses
to promote its brand or product in the market.
Definition: The marketing mix refers to the set of actions, or tactics, that a
company uses to promote its brand or product in the market. The 4Ps make up
a typical marketing mix - Price, Product, Promotion and Place. However,
nowadays, the marketing mix increasingly includes several other Ps like
Packaging, Positioning, People and even Politics as vital mix elements.

Description the 4Ps of marketing:
Price: refers to the value that is put for a product. It depends on costs of
production, segment targeted, ability of the market to pay, supply - demand
and a host of other direct and indirect factors. There can be several types of
pricing strategies, each tied in with an overall business plan. Pricing can also
be used a demarcation, to differentiate and enhance the image of a product.
Product: refers to the item actually being sold. The product must deliver a
minimum level of performance; otherwise even the best work on the other
elements of the marketing mix won't do any good.
Place: refers to the point of sale. In every industry, catching the eye of the
consumer and making it easy for her to buy it is the main aim of a good
distribution or 'place' strategy. Retailers pay a premium for the right location.
In fact, the mantra of a successful retail business is 'location, location,
location'.
Promotion: this refers to all the activities undertaken to make the product or
service known to the user and trade. This can include advertising, word of
mouth, press reports, incentives, commissions and awards to the trade. It can
also include consumer schemes, direct marketing, contests and prizes.

Product Place
Product variety Channel
Quality
Coverage
Design
Location
Features Price Promotion
Inventory
Brand name List Price Sale promotion
Packaging Discount Advertising
Sizes Allowances Sales force
Services Payment period Public relation
Warraanties Cresit term Direct marketing
Returns
Figure 1.1: The four P components of the marketing mix
Marketing
Mix

1.1.2 Delimitations of the content of the research topic
1.1.2.1 Target market selection and marketing strategy
Target market selection
A target market is the market (customers) a company wants to sell its
products and services to, and to whom it directs its marketing efforts.
Identifying the target market is an essential step in the development of a
marketing plan. A target market can be separated from the market as a whole
by geography, buying power and demographics, as well as by
psychographics.
Target markets are groups of individuals that are separated by distinguishable
and noticeable market segmentation including the following:
Geographic - addresses (their location climate region)
Demographic/socioeconomic segmentation - (gender, age, income,
occupation, education, household size, and stage in the family life cycle)
Psychographic segmentation - (similar attitudes, values, and lifestyles)
Behavioral segmentation - (occasions, degree of loyalty)
Product-related segmentation - (relationship to a product)
Factors of influence on marketing strategies:
In addition to the controllable marketing mix factors, there are uncontrollable
factors called environmental forces. The external influences are the forces that
affect the characteristics of the marketing strategies to which marketers adapt.
Amongst others they include: regulatory, economic, social, political
environment, competitive and technological.
Regulatory: This refers to laws and legality (governmental policies) that may
affect the way marketing can be characterized. For example, government
restriction on the importation of a particular product might hinder the
marketers playing in that particular field.

Economic: Various trend in the economic business cycle, including inflation,
recessions, deficit or income level. Each of these factors can have a direct
impact on marketing which may have to be re-evaluated and overhauled as a
result.
Social: The social forces refer to the structure and dynamics of individuals
and groups and their behaviors, beliefs, thought patterns and lifestyles,
friendships, etc. When consumers changes their needs and wants, this directly
affects marketing strategies.
Political: The socio-economic conditions are closely related to the state of the
governmental institutions. Depending on the governmental impact on
bureaucracy, corruption, freedom of speech and other limitations (or
opportunities), the marketing strategies will adapt to the political conditions.
Competitive: Competition refers to the numbers of similar competitive
product brands. A new competitor entering the market will directly affect the
marketing strategies of the incumbent companies. Firms offering similar
services or products often achieve differentiation through marketing,
positioning and branding.
Technology: The marketing strategies often adapt to the pace of development
of the consumer demand and exponential technological progression.
Marketing strategy
An organization's strategy that combines all of its marketing goals into one
comprehensive plan. A good marketing strategy should be drawn from market
research and focus on the right product mix in order to achieve the maximum
profit potential and sustain the business. The marketing strategy is the
foundation of a marketing plan.
Marketers have outlined four basic strategies to satisfy target markets:
undifferentiated marketing or mass marketing, differentiated marketing,

concentrated marketing, and micromarketing.
Mass marketing (Undifferentiated Marketing): A market coverage strategy in
which a firm decides to ignore market segment differences and appeal to
everyone with one offer. It is the type of marketing where a product is sold
through persuasion to a wide audience. Traditionally mass marketing has
focused on radio, television, newspapers and the internet (information
technology, social media etc) as the medium used to reach this broad
audience.
Mass marketing or undifferentiated marketing has its origins in the 1920s
with the inception of mass radio use. This gave corporations an opportunity to
appeal to a wide variety of potential customers. Due to this, variety marketing
had to be changed in order to persuade a wide audience with different needs
into buying the same thing. It has developed over the years into a worldwide
multi-billion dollar industry. Although sagging in the Great Depression it
regained popularity and continued to expand through the 40s and 50s. It
slowed during the anti-capitalist movements of the 60's and 70's before
coming back stronger than before in the 80's, 90's and today. These trends are
due to corresponding up swings in mass media, the parent of mass marketing.
For most of the twentieth century, major consumer-products companies held
fast to mass marketing- mass-producing, mass distributing and mass
promoting about the same product in about the same way to all consumers.
Mass marketing creates the largest potential market, which leads to lowered
costs. It is also called overall marketing
Differentiated marketing strategy: One where the company decided to
provides separate offerings to each different market segment that it targets. It
is also called multisegment marketing and as is clearly seen that it tries to
appeal to multiple segments in the market. Each segment is targeted uniquely

as the company provides unique benefits to different segments. It increases
the total sales but at the expense of increase in the cost of investing in the
business.
A differentiated marketing strategy is one where a company develops several
different brands to meet the unique needs of each of the consumer segments.
A company that produces breakfast cereals, for example, may produce a
sweet cereal aimed at children, an organic cereal for the health-conscious and
a high-fiber cereal for dieters. The key to successful implementation is that
each brand must have its own marketing plan independent of any other
brands.
Differentiated marketing combines the best attributes of undifferentiated
marketing and concentrated marketing. It appeals to two or more distinct
market segments, with a different marketing plan for each. Typically
differentiated marketing creates more total sales than undifferentiated
marketing, but it also increases the costs of doing business.
Concentrated marketing: This approach focuses on selecting a particular
markets niche on which marketing efforts are targeted. Your firm is focusing
on a single segment so you can concentrate on understanding the needs and
wants of that particular market intimately. Small firms often benefit from this
strategy as focusing on one segment enables them to compete effectively
against larger firms.
Concentrated Marketing is a strategy whereby a product is developed and
marketed for a very well defined and specific segment of the consumer
population. Concentrated marketing is particularly effective for small
companies with limited resources because it enables the company to achieve a
strong market position in the specific market segment it serves without mass
production, mass distribution, or mass advertising.

Some features of Concentrated Marketing are:
Concentrated marketing approach aims at a narrow, specific consumer group
through one specialized marketing plan catering to the needs of that segment.
Concentrated marketing is popular for small firms for these reasons:
Mass production, mass distribution, and mass advertising are not necessary.
It can succeed with limited resources and abilities by concentrating efforts.
If concentrated marketing is used, it is essential for a firm to do a better job
than competitors in several areas.
The company needs to tailor its marketing program for its segment better than
competitors.
Competitors’ strengths should be avoided and weaknesses exploited.
The majority fallacy, appealing to a large segment that is laden with
competition, should be avoided.
A potentially profitable segment may be one ignored by other firms.
Per unit profits can be maximized through market segmentation. Total profits
are not maximized, because only one segment is sought.
A distinct niche can be carved out for a particular brand.
Direct marketing: Direct marketing is a form of advertising which allows
businesses and nonprofit organizations to communicate directly to customers
through a variety of media including cell phone text messaging, email,
websites, online adverts, database marketing, fliers, catalog distribution,
promotional letters and targeted television, newspaper and magazine
advertisements as well as outdoor advertising
A form of advertising in which is physical marketing materials are provided
to consumers in order to communicate information about a product or service.
Direct marketing does not involve advertisements placed on the internet, on

television or over the radio. Types of direct marketing materials include
catalogs, mailers and fliers.
Direct marketing focuses on the customers, data, and test. Hence, besides the
actual communication, a direct marketing campaign will incorporate
actionable segments and use pre- and post-campaign analytics to measure
results. Characteristics that distinguish direct marketing from other types of
marketing are:
A database of names (prospects, customers, businesses, etc.), often with
certain other relevant information such as contact number/address,
demographic information, purchase habits/history, and company history, is
used to develop a target market with common interests, traits or
characteristics. Generating such a database is often considered part of the
direct marketing campaign.
Marketing messages are addressed directly to this list of customers and/or
prospects. Addressability comes in a variety of forms including email
addresses, phone numbers, fax numbers, postal addresses, and web browser
cookies.
Direct marketing seeks to drive a specific "call to action." For example, an
advertisement may ask the prospect to call a free phone number, mail in a
response or order, or click on a link to a website.
Direct marketing emphasizes traceable, measurable responses. It also
emphasizes maximizing response rates by testing while minimizing
advertising expenses when engaging prospective customers, regardless of the
medium used.

1.2. Competitiveness and competitive marketing
1.2.1 Definition of competitiveness and competitive marketing
Competitiveness: Competitiveness pertains to the ability and performance of a
firm, sub-sector or country to sell and supply goods and services in a given
market, in relation to the ability and performance of other firms, sub-sectors
or countries in the same market.
Marketing Competitiveness is the ability of a business to improve
continuously marketing process capabilities and deliver better value to
customers than competitors."
1.2.2 The views on competition marketing
In economics, competition is the rivalry among sellers trying to achieve
such goals as increasing profits, market share, and sales volume by varying
the elements of the marketing mix: price, product, distribution, and
promotion. Merriam-Webster defines competition in business as "the effort of
two or more parties acting independently to secure the business of a third
party by offering the most favorable terms."
Competition is widespread throughout the market process. It is a condition
where "buyers tend to compete with other buyers, and sellers tend to compete
with other sellers." The competitive process in a market economy exerts a sort
of pressure that tends to move resources to where they are most needed, and
to where they can be used most efficiently for the economy as a whole.
So, what does competition mean in the field of marketing? Competition is the
rivalry between companies selling similar products and services with the goal
of achieving revenue, profit, and market-share growth. Market competition
motivates companies to increase sales volume by utilizing the four
components of the marketing mix, also referred to as the four P's. These P's
stand for product, place, promotions, and price. Knowing and understanding
your competition is a critical step in designing a successful marketing
strategy. If you are not aware of who the competition is and knowledgeable
about their strengths and weaknesses, it's likely that another firm could enter

the picture and provide a competitive advantage, such as product offerings at
lower prices or value added benefits. Identifying your competition and staying
informed about their products and services is the key to remaining
competitive in the market and is crucial to the survival of any business.
There are three primary types of market competition:
Direct competitors - A direct competitor offers the same products and services
aimed at the same target market and customer base, with the same goal of
profit and market-share growth. This means that your direct competitors are
targeting the same audience as you, selling the same products as you, in a
similar distribution model as you.
Indirect Competitors - An indirect competitor is another company that offers
the same products and services, much like direct competitors; however, the
end goals are different. These competitors are seeking to grow revenue with a
different strategy.

CHAPTER 2: THE STUDY
2.1 An overview of Novaon IDC Online Data Joint Stock Company
2.1.1 The process of formation and development
Digital Marketing (Digital Marketing) is the use of the Internet as a means for
marketing and communications, product marketing and their brands quickly
and effectively. Digital Marketing is a young field, though nascent, but was
soon mature and assertion its position in the economy. In recent years,
companies operating in the field of online marketing has been developing
constantly, and becoming a key industry of the country, contributing
thousands of billion in the national budget.
In the market economy, international economic integration, the
competitiveness is getting fiercer. The companies want effectively business
must be able to research, market forecasts possible, thus making the price
policy, product, distribution channel, or planning communication programs
most dominant way. Marketing is an essential activity for all businesses to be
able to survive and grow. Since the creation of the known, attract, and
maintain customer loyalty, marketing will play a key role leading.
Always pursuing to mission statement take the Media and Technology as the
foundation create surplus value, bringing success for customers, for society,
for the organization and for its members, Novaon IDC understands the power
of the Internet and desires to take advantage of the Internet to help humans -
helping businesses master their life a convenient and efficient way, inheriting
9 years of experience of the Group, inherited experience implementing
marketing tools for businesses. NOVAON IDC existing team of nearly 200
personnel and confirmed the leading position on the deployment of Digital
Marketing campaign in Vietnam. NOVAON IDC has experienced with
thousands of campaigns marketing online for over 3,000 Digital customers

from many different fields with diverse forms include Google Adwords, web
design consulting, hosting, domain name, servers, digital signature. Always a
pioneer in consulting and technology applications to the cause of improving
the quality of life - work of people in particular and business in general.
 The process of formation and development of the company
The process of formation and development of the NOVA Communication &
Technology Corporation
Founded in 2006, after 10 years of unremitting efforts, thousands of
customers have NovaAds remember names - a leading company in the field of
online marketing. By 2013, Novaon IDC Online Data Joint Stock Company
becomes a member of the NOVA Communication & Technology Corporation
with new brand is NOVAON IDC.
2006-Established and original called New Star online advertising company.
These are the first steps of the company in the young Internet industry but full
of potential. The company started with 2 HR scale.
2010-October: Renamed NOVA Communication & Technology Corporation,
brand is Novaads (the predecessor of today NOVAON ADS).
November: Establishment of a branch in Ho Chi Minh City in a bold decision
of the CEO, officially "risky" expansion and development of the southern
market potential as well as challenges.
2012-Launch a NOVANET products-The first contextual advertising network
in Vietnam. With smart technology systems, NOVANET has added to
NOVAON ADS the breakthrough advertising solutions to maximize
efficiency for business profitability.
2013-NOVAON IDC became senior partner of Google in Vietnam; confirms
the position and the size of the brand. In recognition of the network the

world's largest search as Google, NOVAON IDC has really enhanced the
brand and quality of its services in Digital Marketing community in Vietnam.
2014-March: Establishment Novaon IDC Online Data Joint Stock Company
March: Launched product online travel solutions Bookin.vn
July: Formally established NOVAON Internet Corporation; 5 affiliates:
NOVAON ADS, NOVANET, BOOK IN, IDC and NOVAON MOBILE
2015-March: NOVAON FUND Investment Fund was founded with the
mission of "Light Potential Start Up".
May: NOVAON IDC wireless services deployment exclusive marketing at
Tan Son Nhat airport.
August: NOVAON Mobile has launched products Udoctor, marking a new
milestone in the development stage of the official NOVAON engaged
Mobility industry trends shared economy.
Novaon IDC Online Data Joint Stock Company was founded on 9/5/2013,
Tax Registration Number: 0106170996 at Cau Giay District tax department
Novaon IDC Online Data Joint Stock Company is a non-state enterprise,
which is operated under the Enterprise Law.
The company's charter capital: 20,000,000,000 VND
2.1.2 The organizational structure of the company and characteristic of
business
 Lines of business
The main activities of Novaon IDC focuses on the field of marketing online,
advertising
Online Marketing Services are provided by NOVAON IDC including Google
Ads, website design consulting, hosting, domains, servers, digital signatures.
Many big brands have found to NOVAON IDC to implement online
marketing campaigns of her, which must mention the "big guns" such as

Vietnam UNILIEVER, Nokia, Panasonic, FPT Online, VTC Online, VDC
Online, FPT University, Vinaconex ITC, Toshiba Asia...
2.1.2.1 The structure of Novaon IDC Online Data Joint Stock Company
v
(Source: Administrative Department, Novaon IDC Online Data Joint StockCompany)
Figure 2.1: The structure of Novaon IDC Online Data Joint Stock Company
a) Function and duties of Marketing and Communications Department
The marketing strategy is planned in this department. Marketing and
Communications Department gives advice to the Director on the business of
the company, from production to consumption of the product. It organizes
economics information systems, advertising offers, as well the marketing. In
addition, marketing and communications department finds demands, suggests
new ideas for products to expand the company. Along with the financial
accounting department, it conducts economic analysis for operating, and from
that proposes measures to reduce cost of product.
Board of Directors
Sale Department
Financial Accounting
Department
Administrative
Department
Customer Service
Department
Marketing and Communications
Department

b)The business activities of the company
To be able to have an overview of business situation of company in the period
2013-2015, I would like to offer statistics the activities of the company are as
follows:
Indicator 2013 2014 2015 2014/2015
(%)
2015/2014
(%)
Revenue 125,467,903,009 120,546,764,231 150,654,346,777 0.96 1.25
Profit before
tax 525,997,008 2,674,387,008 3,456,890,779 5.08 1.29
Tax 92,049,476 668,596,752 864,222,695 7.26 1.29
Profit after
tax 433,947,532 2,005,790,256 2,592,668,084 4.62 1.29
Table 2.2: Overview of business situation of company in the period 2013-
2015
(Source: Financial Accounting Department, Novaon IDC Online Data Joint
Stock Company)
Figure 2.2: Overview of business situation of company in the period 2013-2015
125,467,903,009
120,546,764,231
150,654,346,777
433,947,532
2,005,790,256
2,592,668,084
0
20,000,000,000
40,000,000,000
60,000,000,000
80,000,000,000
100,000,000,000
120,000,000,000
140,000,000,000
160,000,000,000
2013 2014 2015
Revenue
Profit after tax

According to the above new data, we can see the result of the business
activities is increasing in recent years. The graph shows the revenue and profit
after tax of Novaon IDC companies from 2013 to 2015.
As an overall trend, it is clear that the number of revenue and profit before tax
increased fairly rapidly from 2013 until 2015. In 2013, the number of revenue
stood at roughly 125 billion dong .That number decreased to 120 billion dong
by 2014 and then more sharply to 150 billion dong in 2015. In addition, in
2013, the number of profit after tax stood at approximately 450 million dong.
The number was more sharply to 2 billion dong in 2014 and then rose
steadily to 2,5 billion dong by 2015.
The size of the company's business is expanded. The results of the production
reflect the big efforts of the company. This is a good sign for the company.
However, the company needs to maximize their ability to promote its growth
in the condition of available resources.
2.1.3 A glance of online data distributing market
2.1.3.1 Customer need
Digital marketing has an important role to play in meeting business
objectives. In early 2014, the proportion of Vietnam Internet access to about
34 million people according to the latest statistics of IDG Leadership
Academy. One people spent approximately 1 hour 23 minutes for access to
social networks. 20% population in Vietnam used smart phone, in which 97%
used service search location by mobile phone, 95% look up product
information, 60% used the direct payment service. (According to Techz.vn-
Digital marketing 2014: Challenges and opportunity)
From the data above, we can see that Vietnam is a lucrative online markets,
there is much potential for exploited, especially the Digital Marketing
Agency. In a recent interview with IDG Leadership Academy, Mr. Ngo Minh

Thuan (The founded of DNA Digital) said: "Keeping up with new trends,
businesses are stepping up investment budget for Digital Marketing, creating a
nuanced picture and diversity. with the popularity of social networks, smart
phones, tablets, and more brands and businesses are looking for ways to exploit
and interact with users on mobile devices. This is one the good thing! "
Vietnam's businesses focus on using Digital Marketing for two purposes:
Firstly, It is to promote and strengthen brands, secondly, It is raising sales and
expanding market share through e-commerce. And as a perhaps inevitable,
Digital Marketing is becoming an attractive market for both the B2B and
B2C. 2013 was the years of the e-commerce gold with 57% people of
Vietnam have Internet access to participate online shopping. With the
proliferation of online shopping needs, Vietnam businesses are increasingly
focused on creating products and services satisfy their customer need
In 2013, the business used email account for 83% to receive orders, whereas
2012 only about 70% on this type. At the same time, 43% was the amount of
the Vietnam business that used website for advertising, and 35% of
enterprises have received orders through the websites. In contrast, the figure
for 2012 was 29%. (Vietnam E-commerce Association, VECOM)
There’s no denying it, the world is rapidly shifting to digital marketing.
People are consuming more and more digital content on a daily basis – on
mobile phones, laptops, desktop computers at work, and more – and
companies that have not yet recognized this in their marketing strategies need
to adapt fast.
2.1.3.2 Suppliers
In Vietnam, Website design was strong development and fierce competition
and other fields must face to crisis. Website design companies in Vietnam still
achieved good growth & profit.

Now, when companies has no funds for the implementation of marketing
programs on television and newspaper, magazine, then advertising on the
website at the moment like "have one no two".
In recent years, the companies must leave the game. According to the research
data of TheBusiness.vn, Vietnam has only 1,000 businesses provide this
service while the previous business was 6,000. It’s also one of the difficulties
that companies need to face the competition in the market.
2.1.4 The influence of environmental factors to the company's marketing
solutions
i. Impact from macroeconomic
Opportunities for company
The macroeconomic will create business opportunities for the company.
Specific opportunities are:
Conditions for development of digital marketing: Vietnam has big advantages
geographical location. Vietnam is located in the center of Southeast Asia.
In the context of growing economic, globalization and regionalization,
exports is rocketing and achieving a large opposition of each country’s GDP.
The prosperity of the economy in more than 10 countries accelerates the
process off industrialization, modernization, and requires advertising sector
must be developed. Advertising sector is identified as one of the key sectors
in national strategies and it is getting a huge investment from the state.
These advantages create opportunities for the digital marketing. Demand for
advertising of goods is enormous, which is very good condition for Novaon
IDC’s product and service.
Science and technology are developing rapidly. Thus, the application of
science and technology in advertising is very practical and useful. During the
period, the third revolution is gradually completing the advertising industry.

Advertising sector of Vietnam has chances to get the most advanced
technologies, management methods. From which, Novaon IDC can increase
the competitive advantage.
Advertising sector is a very important for the development of the country, and
its influents to other economic sectors as well as social and economic life.
Development of advertising sector is the basic to create the development of
the country. Therefore, the development of advertising industry is inevitable,
which has created many opportunities for companies in this line of business.
The challenge for company
The first thing we need to mention is the instability of the political situation in
the world, local wars that have emerged in many places. It has direct impact
on the export and import activities, trade and tourism. At the same time, it
affects indirectly through the freezing of the economy. The stagnation of
business contracts will lead to continuously decrease and large fluctuation of
demand.
Natural conditions, the climate of Vietnam
Huge obstacle for the development of sectors will be created because our
country expands in many different latitudes, has rugged mountains, and
rivers. It requires the industry to have a huge investment for the construction
of facilities system.
Vietnam climate is complicated. It will greatly affect to the quality and
progress of work in the industry.
Economic is slowly developing and lacks of investment for transportation.
The growth of the industry is very low compared with its in the region and in
the world. This affects to the quality of services provided to customers, and
does not meet the needs of customer.

Experience and management skills are still weak. So, firms tend to domestic
competition.
Develop strategy and state management are inadequate, lack of initiative.
There is no the long-term plans, which creates difficulties for companies in
the line of business.
ii. Impact from macroeconomic
Advantages:
Company has initial marketing staffs whose professional qualification and
passion to work. They are trained, graduated from National Economic
University, Foreign Trade University. The ability of team works as well as
self-making decision ability brings the huge advantages.
Marketing mix policy works effectively and contributes greatly to the success
of the company:
Product and service has met the need of the customer, created customer
confidence.
Company gives flexible prices for each customer and each type of service that
the company provides.
Promotion policy mix: Especially the company has built a number of staff
responsible for consulting, and building good relationships with customer.
Disadvantage:
Company was established least than five years. It still has small size, less
capital, lack of essential equipment. Therefore, the company just makes small
contracts.
Staff are qualified, high motivated, but they also lack of management
experience, especially, experience in negotiation, communication, experience
in contact with the public authorities.

The company needs to be improved in order to further enhance the company’s
marketing.
The quality of the company’s service is not the best compared to the
competitors. So the company cannot have the big contracts.
Fee for services is the flexible, but it is not the best price for customers.
With small size, the company cannot build all representative office in many
different places. Major market of company is mainly in Hanoi and North
areas.
Company does not build strategic long-term plans. The money invested for
advertising is very low.
2.2 Results of the analysis
2.2.1 The application of 4Ps of the company
2.2.1.1 Product Policy
During operations with its existing capacity, Novaon IDC Online Data Joint
Stock Company has diversified its business sectors and types of products,
especially commodities which include: web design consulting service and
other services (hosting, domain and digital signature). In addition, it also sells
different kinds of digital marketing products.
i. Web designing
Web designing is a product that Novaon IDC designs itself. It also supplies
many brands of the product at other company such as: TRUST.vn Web
Design Ltd, URL Web Design Company, V&A Web Design Company with
many different quality services.
Advertising on the web is the very best solution. Internet advertising ideas
and Ecommerce web designing are two of generally utilized tools for web
advertising. They help improving the revenue by reaching to the various types
of people and supplying them with adequate info with just one click. They

also assist in making the items a lot more renowned and creating personal
brand name value.
Web design consulting service is produced by Trust.vn, which is one of the
companies that provide Web design first services and is one of the three
largest web design companies in Vietnam. Of course, the quality of services
in the company TRUST.vn is also very admirable because it specializes in
web design consulting for high class business. Novaon IDC company has
designed two types of website: Commerce websites and Brand websites but
Trust.vn websites design over 20 different fields. Making comparison
between two types of company, customers seem to have higher demand in
large web design companies such as Trust.vn. Novaon IDC is only suitable
for customers who have demand of normal web designing to nearby areas.
Web design consulting service is produced by V&A company, which
specialize in receiveing projects in big size including: Vatgia.com,
nhatcuongmoblie ....This is the choice for customers wishing to design
websites for large and complex project, of course their investment costs
cannot be cheap. The interface is designed according to each customer's
requirements and website must be correctly displays with all popular
browsers. Moderator supports updating websites, consults in promoting the
top 10 Google, offers free domain name & hosting, especially warrants
website permanently.
The last type is URL. URL provides web design packages according to
customer’s requirements based on any request from 5 pages to 500 pages (or
more). It provides static websites, dynamic websites, professional SEO
services, e-commerce website ... URL design and build large sites with
content management systems which are professional, friendly, easy to use and

a variety of different functions making the most site effectively. Customer
with the demand of small websites can choose this type.
i. Other services
Hosting, domain, digital signature are considered as other services. They are
intangible. For this types of company’s product, it cannot be tasted, smelled,
or stored like physical goods.
The main distance that company usually transports goods are from
representative office in Hanoi, Ho Chi Minh, Da Nang to customers at
neighboring provinces and districts in the cities.
Novaon IDC has many different types of product digital marketing used for
advertising campaigns of the enterprises. It is big advantage for customers to
choose this service of the company.
2.2.1.2 Price policy
i. Strong points in Novaon IDC’s pricing strategy
With the mix products of company, Novaon IDC must make a plan of suitable
pricing strategies for both website designing and providing other services.
Novaon IDC also sets up its price basing on all the three popular pricing
methods: cost plus, value base and looking at the competitors.
The price of products depends on company's trademark of website, the fields
website wants to built, scale web want to deploy, other features attached.
Company has invested huge money in web design. In comparison with other
brands, the price of web designing at Novaon IDC Company is temporarily
normal.

The price for Web design and other services is clearly at below table:
Price
Suppl
ier
Trust.vn Ltd V&A Company URL Company Novaon IDC
Company
Web
desig
n
- Basic package:
3.900.000 vnd-
5.500.000vnd
- Silver
package:5.999.000
vnd
- Gold
package:9.999.000
vnd
-Basic package:
6.999.000
- Website
supermarket:
24.999.000 vnd, the
next year: 1.199.000
vnd
- Website e-
commerce:
9.999.000 vnd
-Basic package:
4.599.000 vnd
- Silver package:
6.999.000 vnd.
- Gold package:
8.999.000 vnd
- Basic
package:1.900.000-
2.900.000 vnd
- Web commerce:
3.999.000 vnd
- Web brand:
4.999.000 vnd
Other
servic
es:
Hosti
ng,
domai
n,
server
,
digita
l
signat
ure
- Hosting:
+ Economy:
999.000/month
+ Deluxe:
1.999.000/month
+ Ultimate:
3.999.000/month
-Domain:
+ Vietnam domain:
550.000vnd(.vn),
.com.vn(650.000vnd
(.com.vn),
350.000vnd(.org.vn,
.gov.vn, .edu.vn…
+ International
domain:
400.000vnd(.com,
.net, .org, .info, .biz,
.us, .asia…
-
Server:599.000/mon
th
- Hosting:
+ Economy:
1.999.000/month
+ Deluxe:
2.599.000/month
+ Ultimate:
2.999.000/month
-Domain:
+ Vietnam domain:
590.000vnd(.vn),
.com.vn(650.000vnd
(.com.vn),
250.000vnd(.org.vn,
.gov.vn, .edu.vn…
+ International
domain:
700.000vnd(.com,
.us, .asia…
-
Server:999.000/mon
th
-
Hosting:2.999.000/y
ear
-Domain:
+ Vietnam domain:
550.000vnd(.vn),
.com.vn(650.000vnd
(.com.vn),
350.000vnd(.org.vn,
.gov.vn, .edu.vn…
+ International
domain:
350.000vnd(.com,
.us, .asia…
-Server:
6.999.000/month
- Hosting:
+ Economy:
690.000/month
+ Deluxe:
990.000/month
+ Ultimate:
1.490.000/month
-Domain:
+ Vietnam domain:
350.000vnd(.vn),
.com.vn(350.000vnd
(.com.vn),
200.000vnd(.org.vn,
.gov.vn, .edu.vn…
30.000vnd(.name.vn
+ International
domain:
270.000vnd(.com,
.us),
205.000vnd(.us),
-Server:
+ Cloud VPS01:
180.000/month
+Cloud VPS02:
350.000/month
+Cloud VPS03:
550.000/month
- Digital signature:
+ 4.999.000/month
+ 1.297.400/quarters

Table 2.3: The price quotation for Web design and other services of
Novaon IDC comparison to other competitors
(Source: Financial Accounting Department, Novaon IDC Online Data Joint
Stock
Company)
In which, basic package is suitable for small and medium-sized enterprises,
especially, in the manufacture and supply of products, this web designing
package is designed primarily aims to display information about products of
enterprise in the form of e-catalogs. Now, online available form will allow
viewers to contact when they needed.
Silver package is suitable for businesses requiring build an online sale
website. This web designing package is designed to display product
information in the form of enterprise is e-catalogs along with associating
services. Editorial processes, sales and product promotion or brand of the
enterprise will be made easier and more convenient.
Gold package is suitable for businesses requiring building a online payment
website via online portal such as: www.baokim.vn, www.nganluong.vn.
Specially, Novaon IDC has also provides Digital Signature services, It is
taxpayer software through Internet. In addition, the competitors do not offer
the service package on the market, this is one of the major advantages
compared with the competition.
In the Digital Marketing market, this price seems normal. Price quotation
about services at Novaon IDC is lower than the product of competitors. It is
suitable for many businesses having small and medium scale, this is a big
advantage helps companies to get more potential customers in the future.

ii.Weak point in Novaon IDC’s pricing strategy
The prices of web designing and other services are quite normal, but still have
some disadvantages. More than one billion for a digital marketing service is
payable if customer can divide to pay for several times but it will be a big
problem for many customers if they have to pay all money after receive
services. The great amount of money is not easy to be pulled out at one time,
while they can monthly pay at other company. It leads to customers’
comparison and consideration. The pricing policy seems to be the factor that
most affects customers and Novaon IDC can lose many potential customers.
2.2.1.3 Promotion policy
i. Strong points
Promotion consists of advertising, PR, direct sales, promotions, customer
relations, etc. Compared with other P words, marketing is the most important
P to focus on.
Promotion consists of the specific blend of advertising, sale promotion, public
relations, personal selling and direct marketing tools that company uses to
persuasively customer and build customer relationships. Novaon IDC usually
provides information about products, services for customers after each period
of time. This information can be sent through emails or even directly sent to
customers. From that, customer can stay at home or office and decide to buy
Novaon IDC products and use services or not. When providing new price
quotation, customer is also persuaded because Novaon IDC is the best
company that has new products with many attractive policy. This method is
strong point in Novaon IDC mix strategy because Novaon IDC is active in
seeking its customer instead of waiting customers to come to the company.

ii. Weak points
Beside strong points, Novaon IDC still has to face with many difficulties.
Promotion is one of the most factors in marketing mix that company need to
improve.
If staffs of companies do not sent emails or come to meet customers, customer
will have no way to know about the company rather than sending mails to
Novaon IDC to ask for information.
Another weak point is limited promotion policies, for example: lack of
attractive promotion policy as discount policy in prime time, …
It is very essential to add these ways of promotion-to-promotion strategy.
2.2.1.4 Place policy
Distribution channels of selling products
The two groups of Novaon IDC’s products are Web designing and other
services such as: Hosting, server, domain… ( more flexible). When customers
have demand of digital marketing, they can have two choices. The first one is
that they can visit the company and sign the contract. The second one is that
they make a phone call and transfer the money through banks.
Novaon IDC has been quite successful in distribution channels when choosing
place to locate its office near the urban area, big city where enterprises are so
crowding, it has great demand. It is also convenient for transportation.
2.2.1.5 Other tools in marketing mix
i. Physical evidence of Novaon IDC
Novaon IDC has about 7000 meter squares, which is so spacious. It is easy for
company to show all kinds of digital marketing near urban area, big city. For
this, Novaon IDC can get big advantages to appeal customers. When coming
to the company, customer will feel pleased and comfortable with this
environment.

On the other hand, Novaon IDC is a new company. Its infrastructure is so
simple. It is imperative for company to equip more modern equipment. This
action can help company to put its brand name to higher position.
ii. Novaon IDC people
The allocation of human resources is one of the necessary elements to ensure
the operation of any line of business. Novaon IDC’s activities have many
changes, so the structure of staffs is a very concerned issue. To have an
overview of staff working in the company, we can see the below table:
Indicator
2013 2014 2015 2014/2013 2015/2014
Number Number Number Delta Delta
Number of staffs 170 189 201 19 12
I. Qualification
University 160 175 183 15 8
College 6 9 13 3 4
Intermediate 4 5 5 1 0
II. Sex
Male 115 135 140 20 5
Female 55 54 61 -1 7
Table 2.4: Overview of staff working in the company
(Source: Administrative Department, Novaon IDC Online Data Joint StockCompany)
According to this statistics, the most concerned problem of human resources
is the staff’s qualification. It can be seen that the qualification is a good sign
for the company. It is a condition for the staffs to approach new methods for
using machinery with update science and technology. In addition, it also
contributes to improve the production efficiency, reduces cost in the operation
of the company.

2.2.2. The author’s assessment on Nova’s marketing strategies
2.2.2.1. Pros
Low cost compared with many company on the market. Compared with
traditional marketing, advertising online marketingsolutions of NovaonIDC
costs a lot less, especially it of small businesses with the funds spent on
advertising is not much.
Global Market Access: With a website and a good online marketing plan at
Novaon idc, the enterprise can absolutely make a business image and products
to potential customers around the world, e-commerce makes it easy to receive
and process the applications with global customers quickly and easily. Here
are the most obvious advantage of customer reach, speed of access,
procedures, costs ... In order to do this, the traditional marketing will cost you
a significant amount.
Contact directly and immediately with potential customers: When customers
feel interested in products / services, they will be able to sendeasily a
requested content through free utilities (email, chat, tetesales…), and
customer service department can easily respond to them immediately.
Company has initial marketing staffs who have professional qualification and
passion to work
Product and service have met the need of the customer, created customer
confidence.
Company has given flexible prices and each type of service that the company
provides for each customer.
Marketing online products along with e-commerce applications has brought
more interaction between businesses and customers.
The Company has established and strengthened organizational structure units
operated under the model: science, compact, efficient…

IDC Novaon is increasingly getting the trust of many customers at home and
abroad
2.2.2.1. Cons
Experience and management skills are still weak. Firms often compete locally
The quality of the company’s service is not the best compared with the
competitors. So the company cannot have big contracts.
Price segments of the product in Novaon IDC are not diversifying, there are
still very few web forms for different businesses
Unlike other advertising media, to access to online advertising, consumer
must have a computer and the computer must be connected to the Internet.
Marketing solutions that the company applied to enhance competitiveness
compared with other companies in the same industry in the market are still
limited by not catching up the development of modern industry.

CHAPTER 3: RECOMMENDATIONS
3.1. Nova’s development direction
Business direction
Novaon IDC has several options in how they increase their business when it’s
comes to the product mix. The offerings can be a combination of products and
services. By offering a mix the company has an opportunity to differentiate
themselves and give the customers to the total solution rather than having to
buy products in once place, and then services in another place. This also
means that it is difficult for competitors to copy Novaon IDC's product mix
since many solutions can be adapted uniquely to the customers' need through
using different packages giving them competitive advantage. Novaon IDC is
also able to deliver customized options to the customers by adding consulting
and services to product by providing knowledge and skill, and guiding the
customers to use the products to the fullest capacity. Moreover, buying the
total package the customers save cost rather than buying each piece separately
making it extra expensive.
Novaon IDC is able to add value in several ways by delivering quality,
features and a superior performance in a different way than its competitors.
This company is quite unique on the market by providing transportation and
selling trucks. By working together with their suppliers and customers
Novaon IDC is able to add value.
However, in some cases company is not working on oriented marketing
strategy, which brings many disadvantages. The marketing mix strategy of
Novaon IDC is not really good that many badly affect to add value process of
company. It is necessary to have an improvement on product, price,
promotion, place, physical evidence, people and process.

Basing on the findings of previous sections, I would like to suggest some
measures that could help the company give some business direction in the
future
The quality of the company’s service is not the best compared to the
competitors. So the company cannot have the big contracts. Therefore, the
company needs to be improved in order to further enhance the company’s
marketing.
The company must increased investment for advertising
3.2. Recommendations aimed at improving the competitiveness of
NOVAON IDC Online Data Joint Stock Company
3.2.1. Products
Improving the 4Ps of the company
Products and services are those that the company offered to provide
customers. It is successful or not depends on whether customers accept the
company’s service, how the service can satisfy customer needs or not.
Therefore, in order to consolidate and strengthen its position in the market,
the company must find ways to develop the services, improving the quality of
services to create flexible service with the customer’s need
There are two main products which company provides: website design
consulting and other services: hosting, domains, servers, digital signatures.
Both of them are needed to improve.
For the website design consulting, company needs to improve the website
means and the weight of each website in many fields. A poor-quality of
products cannot bring satisfaction to customers. So, the common concern of
the most of customers is the product quality.
Maintaining and consolidating existing product of the company. Seriously, it
can affect to customer’s confidence when they choose web services for their

goods. Board of director should give strictly punishment when overweight
transportation occurs.
For the other services, company should care about the models and sizes.
There are different needs of customers, so Novaon IDC can try to think as the
way its customer think, it can best benefit its customer. Diversifying models
and sizes are also ways that Novaon IDC can try to better improve its product.
3.2.2. Price
According to the reality of competition, the quality of services will be
important, but the first condition, which draws attention and consideration, in
price. Therefore, company should consider price as a factor to decide the
success or failure of the company’s competition. There are some ways to
improve price strategy of company. The first one is that Novaon IDC can
reduce the price for first five customers buying products each month . Or
Novaon IDC can allow customer to monthly pay when buying website design
and twice times with one of other services. The last way is paying all money
of product registration for customers on special occasions.
3.2.3. Promotion
Promotion seems to be the most necessary factor that needs to be improved.
Novaon IDC needs to have the following changes: building long-term
strategic plans and realizing research plans. At the same time, company
should increase investment in for advertising, promoting, and stimulating
consumption. First, Novaon IDC can have annually publications for clients to
present information about the company in order to build customer’s
confidence. It can be considered to give gifts for customer in special
occasions, which have beautiful packages with brand name of the company.
In addition, advertising can be done through Internet, telephone, and email to

target customer. Another thing that Novaon IDC can do is to provide some
free services in order that it can get more potential customers.
3.2.4 Place
Novaon IDC has limited channels of distribution; it will miss a lot of potential
customers. The two groups of Novaon IDC’s products are Web designing and
other services such as: Hosting, server, domain… ( more flexible), it can
reduce cost if company has office near all provinces of the country. Moreover,
when customers want to buy product of the company, they have to come to
company. It is sometime inconvenient. Instead of just selling at head office,
company can give details information about products for customers and
deliver products when they decide to buy. With it own characteristics,
company needs to expand the area of operation, warehousing and upgrade
quality for the increase of the demand. In the future, it is imperative for the
company to think of expanding its office.
3.2.5 People
Company must set the standards to evaluate its staff. Thank to evaluation, it
will find the advantages and disadvantages of each person. Since Novaon IDC
can take measures to train and manage in order to promote the strengths and
reduce the weaknesses of each. It is important to train experienced staff team
with professional knowledge. The must have good communication skills, be
persuasive when communicating with customers. Moreover, it must be careful
when employing. Company should choose suitable person for each position.
After that, it is need to take time to conduct training to avoid disruption in
personnel because the damage of the personnel change can be very large.

CONCLUSION
With the objectives set for the dissertation, the author has explained the
company’s marketing mix strategy thereby offering solutions to improve the
competitiveness of the company. Through insightful analysis, the author has
found out both strong points and weak points in the company marketing mix
strategy. After that the author has give some implications to improve the
company marketing mix strategy.
However, because of time and effort limitation, the researcher could not
deeply study all marketing mix strategy in detail.
Despite of this these restrains, the author has made great efforts to analyze the
current situation of Novaon IDC’s marketing mix strategy and give
implications to improve its culture. Hopefully, the output of the dissertation
will somehow help leaders work out the most congruent strategy to improve
the Novaon IDC’s marketing mix strategy.

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