B2B Marketing - Report PDF

Preview

Summary

MINISTRY OF EDUCATION & TRAININGUNIVERSITY OF ECONOMICS AND FINANCEB2B MARKETINGASTRO SERVE AUDIO VISUALLecturer: Mr. Nguyễn Đức CôngTeam members: Phạm Gia HàoLê Thị Cẩm LyThái Minh PhươngNguyễn Cẩm ThơNguyễn Thị Tường VyHo Chi Minh City, April 2022Contents I. Introduction Company background: Vi...

Description

MINISTRY OF EDUCATION & TRAINING UNIVERSITY OF ECONOMICS AND FINANCE

B2B MARKETING ASTRO SERVE AUDIO VISUAL

Lecturer: Mr. Nguyễn Đức Công Team members: Phạm Gia Hào Lê Thị Cẩm Ly Thái Minh Phương Nguyễn Cẩm Thơ Nguyễn Thị Tường Vy

Ho Chi Minh City, April 2022

Contents I. Introduction .............................................................................................................................. 3 1. Company background: ........................................................................................................... 3 2. Vision, Mission, core value.................................................................................................... 3 3. Organizational chart: .............................................................................................................. 4 II. Executive summary (Model Canvas) .................................................................................... 5 III. Situation Analysis .................................................................................................................. 5 1. Pestel ...................................................................................................................................... 5 2. 5 Forces .................................................................................................................................. 6 3. SWOT .................................................................................................................................... 7 4. Competitors ............................................................................................................................ 8 IV. B2B marketing strategy ...................................................................................................... 10 1. Sales forecast........................................................................................................................ 10 2. Objectives............................................................................................................................. 11 3. Target audience .................................................................................................................... 11 4. Positioning, POP & PODs ................................................................................................... 12 5. Marketing Mix ..................................................................................................................... 13 6. Timeline and budget............................................................................................................. 23 V. Market offering ..................................................................................................................... 25 VI. Sale Strategy ......................................................................................................................... 26 1. Sales representative .............................................................................................................. 26 2. Target of the next 3 years ..................................................................................................... 28 3. Building salesforce ............................................................................................................... 29

2

I. Introduction 1. Company background -

Astro Serve Audio Visual Co., Ltd. (ASAV) belongs to Astro Service Co., Ltd. Headquarters in Japan.

-

ASAV specializes in interior setup of audio, video and interpretation services for Online and Offline conferences.

-

Services: create online meeting rooms, conferences.

-

Shoot and edit promotional videos about the company, products and services.

-

Vietnam Office: Toan An Building, 190 Bach Dang Street, Ward 24, Binh Thanh District, Ho Chi Minh City, Vietnam

-

Tel.+84(0)28-3620-2501

-

Website: https://astroserveav.com/ve-astro-serve.html

-

The CEO of the corporation is Mr. SHIGERU OKUTANI

-

Managing Director in Vietnam is Ms. Huynh Thi My Hanh

-

In 2019 Astro Serve Joined the Visual Sound System Integration Alliance "PSNI".

-

The branch in Vietnam was established in November 2019 and started operating from January 2020.

2. Vision, Mission, core value Vision: In the next 10 years, the company will be one of the top companies in the AV segment Mission: Bringing Vietnamese people high-class products, bringing the world closer and making Vietnam more prosperous. Core value: 3

-

Smile: We strive to make all of our customers, partners and employees smile. We want to contribute to the development of countries around the globe so that the whole world is filled with happy smiles.

-

Gratitude: We always thank those who have been supporting us and the customers who have given us great opportunities. With gratitude in mind to all of them, we keep moving forward to gain great trust and appreciation.

-

Explore: We are constantly improving ourselves to provide better service to our customers. Not only are we always looking for updated technologies and new ideas, we are also dedicated to the globalization of people. 3. Organizational chart

4

II. Executive summary (Model Canvas)

III. Situation Analysis 1. Pestel 1.1. Political With the process of international integration, Vietnam has many opportunities to cooperate and stick with developing and developed countries. Attracting foreign direct investment (FDI) has always been an important part of Vietnam's external economic activities. Vietnam considers the success of FDI enterprises to be its own success. The Government is committed to creating a stable socio-political environment, protecting the legitimate rights and interests of investors, and a favorable environment for domestic FDI.

5

1.2. Economical The economy is gradually recovering, Vietnam has reopened for Japanese experts to come to Vietnam to support the project. The macro-economy continued to be stable, the major subjects were secured and censored at the lowest level. FDI attraction in 10 months reached over 20 billion USD, up 15.8% over the same period. State budget revenue (state budget) reached about 91% of the year estimate, up 5.5% over the same period. Core inflation in March 2022 increased by 0.29% over the previous month, up by 1.09% over the same period last year. In the first quarter of 2022, the average core inflation increased by 0.81% over the same period in 2021, lower than the overall average CPI (up 1.92%). Because the economy is gradually recovering and the increase in petrol prices affects price fluctuations in the market, the export and import price indexes both increase. 1.3. Social The social situation in the country is gradually stabilizing and developing production services for machinery and equipment with a large and educated workforce. 1.4. Technological With the advent of the new era 4.0, customers are gradually turning to use technology more, which is a favorable condition for businesses to develop. 1.5. Environmental Vietnam is a convenient gateway to the sea for Laos, Thailand, Northeast Cambodia and Southwest China and has a mild climate that attracts investment foreign. 1.6. Legal Vietnam welcomes and encourages foreign organizations and individuals to invest capital and technology in Vietnam on the basis that Vietnam is independent, respects and complies with the law. Vietnam, equality and mutual benefit. And now the company has no legal problems 2. 5 Forces Competitive Rivalry – High

6

There are many domestic and multinational competitors participating in the Vietnamese market such as: INAVATE, Duy Hoa Phat, Sao Mai Group,... Supplier Power - Low Industry suppliers include companies engaged in business dealings with audio and video recording equipment, sound and lighting control equipment, etc. providing capital transferred by the parent company in Japan, so there is certainty and solidity in cooperation to support Astroserve Vietnam Buyer Power – High The company's customers include large businesses, small businesses and even governments. Threat of Substitute products – High The increasing threat from China with cheap products and foreign products with good quality will affect customers' choice of products and services. Threat of New Entrant – Low This is an industry that requires high technical expertise, it is necessary to establish many relationships, find suppliers and stable finance, so there will be high barriers to entry for new businesses. 3. SWOT Strengths ● The company has a wide range of services ● The parent company from Japan has a prestigious brand name and has the advantage of professionalism as well as quality ● Having abundant capital from the parent company ● There are many other partners in Japan so the quality is verified Opportunities

Weaknesses ● The cost is quite high, so the government market is lost ● There is not enough potential to be able to investigate the market, so there is no overview of the market ● Implemented projects are based on relationships

Threats

7

● In the 4.0 era, users are gradually switching to using technology, especially after the covid pandemic ● Economic growth ● Vietnam's policies towards foreign companies are becoming more liberal

● Many domestic and foreign competitors ● Import and export prices affect the price of products and services to increase

Propose strategy SO ● Promoting communication about the parent company being a Japanese company with high service quality

ST ● Should deploy projects remotely

WO

WT

● Conduct market research for competitor and industry information ● Find more new customers based on the sales process

● Optimizing costs to be able to enter new markets

4. Competitors

Future Goals

DHP-Duy Hoa Phat Corp

CMC Corp

DHP with a team of engineers and technical staff trained and trained by reputable brands, is committed to bringing customers the highest satisfaction at the most reasonable cost. DHP focuses on specialized products and services and is DHP's strength.

- CMC strives to become the world's leading Information Technology and Telecommunications Group. - Leading the wave of new technology, striving to develop world-class products - services technology solutions, bringing outstanding values to customers, contributing to enhancing Vietnam's position in the new era. resources, building a powerful country. - The staff size will reach 5,000 people by 2023.

Current Strategy

In addition to the field of AV is pursuing, Duy Hoa Phat plans to expand the security segment such as:

- Become a global, world-class corporation. Focusing on business development in 3 areas: Technology Solutions, International Business and Telecommunications Services. 8

Parking management system. - Door/entry control system; Gunnebo. - People counting system in / out: People Counting Customer care and complaint settlement are focused and valued by the company

- Building specialized capacity in specialized solutions and core technologies, building an Open Infrastructure Ecosystem for businesses and organizations (C.OPE2N), providing a variety of services to customers, is the foundation platform to connect with the world's leading technology solutions firms. - Focusing on strategic markets: Banking, Finance, Enterprise, Government and expanding to develop the international market. - Target to reach a scale of 1 billion USD and 10,000 employees by 2023, of which revenue from Technology Solutions is VND 10,000 billion, Telecommunication Services is VND 10,000 billion and International Business is VND 5,000 billion.

Assumption

The company realizes that there are many brands entering the market today. Because this is a niche market, with product characteristics, many competitors choose a service discount strategy to attract customers, but Duy Hoa Phat still maintains the business view of focusing on quality for development. Hoa Phat's limitation is that there is no clear communication strategy, so the company is also considering rebuilding the communication system.

The company's discount policy is still limited compared to competitors, distributors and strategic partners of CMC still want to increase discounts to have a prominent competitive advantage

Capability

- More than 10 years of working experience in the field of security systems for buildings, hotels, factories, airports… - Organizing professional training

- CMC has 28 years of construction as one of the leading large ICT companies in Vietnam. - CMC helps Ministries and Government agencies function better with the right technology and customized to customers' needs. 9

courses at home and abroad through the services they provide to customers to continuously ensure catching up with trends, especially the era of technology revolution 4.0 - The company continues to promote investment in technology and process automation to always meet the needs of customers in a timely manner.

- Providing the world's leading production management solutions such as MES, SAP ERP - EMC e-banking solution helps banks manage data warehouses - CMC Innovation Fund - CMR Innovation Fund (CIF), was established by CMC Technology Group with the purpose of finding and developing ideas, products, solutions and services based on technology. The Fund's operations follow the venture capital model, with active support from CMC Technology Group. The Fund's sponsors include individuals, groups of individuals, start-up businesses inside and outside the Group CMC

IV. B2B marketing strategy 1. Sales forecast Institutions Accounting for these Amounts of Total Spending on AV Industry

Highest (75%)

Middle (25%)

Smallest (0%)

Total volume

Number firms

Hospitals

267 (50%)

415 (30%)

849

$9,300

1,531

Education

5,00 (25%)

28,00 (30%)

30,00

$9,200

63,000

Entertainment

177 (45%)

315 (25%)

856

$18,500

1,348

Industry

Highest (75%)

Middle (25%)

Hospitals

$

931,162.5

$

312,619.5

Education

$

9,125,000

$

19,320,000

Entertainment

$ 1,105,143.75

$

364,218.75

of

10

Industry

Total

Total market

Potential Revenue

Hospitals

$ 1,243,782

$ 6,342,600

$ 5,098,818

Education

$ 28,445,000

$ 303,600,000

$ 275,155

Entertainment

$ 1,469,362.5

$ 9,102,000

$ 7,632,637.5

Total Potential Revenue: 13,006,610.5 USD = 299,153,042,000 VND 2020 2022

Market size ASAV market share 239,230,053,000,000 0.00125% Market growth: 5% / year 263,751,133,432,500 0.00138%

ASAV total revenue 3,000,000,000 3,646,518,750

(VND) 2. Objectives -

Obtain 15 new customers before the end of 2022

-

Receive 90% positive response at the end of 2022.

-

Strengthen relationships with current customers and clients and increase the number of returns

-

Increase brand awareness through social media and networking 3. Target audience

Demographics: ASVA serves industries such as: Commercial & service company, education, healthcare services, hospitality and amusement services. Company size: ASVA serves companies with sizes from: Medium - Large companies. Geography: Urban, City in South Vietnam (Ho Chi Minh city, Dong Nai, Binh Duong, Binh Phuoc) Psychographics: Keen on technology transformation. Desire to help business keep pace with digital trend. Value improvement, innovation and intelligence. Behavioral: 11

- Want to transfer to hybrid model but not control well and effectively - Looking for service provider which solve the problem when using hybrid or work from home model through networking and Internet - Spend lots of time searching. Make the decision but have to wait to be approved by higher manager. 4. Positioning, POP & PODs 4.1. Positioning:

Brand positioning is critical for designing a global audiovisual equipment supply service that fulfills corporate requirements. ASAV employs a proper product positioning strategy, performing product positioning on a regular basis to keep its position in accordance with the company's segment, based on four essential criteria. ● Quality of service ● Service in a variety of formats ● Environmentally friendly ● Advantages for customers 4.2. POP & PODs POPs 12

● Audio and video system design and installation for halls, meeting rooms, schools, etc. ● Distributing Samsung, LG, Yamaha, Panasonic, and other brands' products PODs ● The service is backed up by seasoned Japanese professionals who are fluent in Japanese and are familiar with the culture and needs of Japanese consumers. ● With over 25 years of experience in the field of audiovisual system integration and as a global partner of well-known equipment manufacturers, ● In HCMC, Vietnam, there is only one official distributor. 5. Marketing Mix 5.1. Product ● Consulting and installing AV (Audio Visual) systems for halls, meeting rooms, schools, ... ● Filming, editing, translating, subtitle video. (Japanese - Vietnamese language) ● Simultaneous interpreting, conference interpreting (Japanese - Vietnamese) ● Conduct online conferences (Vietnamese - Japanese - Thai) In Vietnam, Astro Serve Audio Visual is the official distributor of Dante, and an agent of Yamaha, TOA, IDK which supplies products from Crestron, Extron, Epson, Panasonic, Samsung, LG, Shure, … 5.2. Price There are 3 invoice of services that ASAV implemented in the past. Each service will be calculated on the price that fluctuate depending on the packages.

13

14

5.3. Place Floor 5, Toàn An Building, 190 Bạch Đằng street, Ward 24, Bình Thạnh District, HCMC This type of company is quite difficult to attract customers by location and great office because of the service's distinctive characteristics. What the business should focus on is how to deliver value, acquire the customer and implement service at the best. Therefore, Astro Serve should build a well-skilled salesforce and provide them with marketing/sales support tools such as catalogs in order to clearly convey visual value to customers. Additionally, at the building location, the company should show the existence and the service provided by using banners, posters or pictures. Moreover, Astro Serve should take advantage of trade fairs (e.g Viet Nam Expo) to raise brand awareness and force business relationships. Especially, it is also a great chance to have highly targeted leads and analyze competitors 5.4. Promotion (propose plan) Key message: A little win for partner, a little win for Astro Serve SEO SEO has an air of complexity to it, but its core is simple: the practice involves getting your content to appear in search engine results for valuable keywords. It’s a tactic to help your B2B firm get found online. Keyword: hệ thống nghe nhìn, quản lý sự kiện trực tuyến, làm việc từ xa Demo: Giải pháp công ngh ệ giúp doanh nghiệp thích nghi với xu hướng chuyển đổi mô hình làm việc mới - Astro...