- 學位論文
Marketing Strategies for Tea Productions of Hung Cuong Company in Ha Giang Province
Marketing Strategies for Tea Productions of Hung Cuong Company in Ha Giang Province
並列摘要
In the current perfect competitive market, the customer satisfaction is the very first and critical factor to determine the enterprise’s success. It becomes the key performance indicator of the marketing strategy. Many companies are lacking of the theoretical expertise and marking research on the customer satisfaction, which leads to the insufficient business result. Therefore, this research focuses on the marketing mix – marketing strategy of the Hung Cuong Company, one of the biggest tea producers in Ha Giang province to help the company to gain the dominant market share in the industry as well as to build a good infrastructure to develop in the future. Linear regression results for formulating relationship between marketing mix program of Hung Cuong Company (MAR - dependent variable) and 6 factors namely supplier (SUP – independent variable), buyer (BUY – independent variable), current competitors (CUR – independent variable), potential entrants (POT – independent variable), substitute product (SUB – independent variable), and value chain (VAL – independent variable) with data obtained from survey of questionnaire with 200 customers. R-Square is equal to 0.702, meaning that there is 70.2 percent of changes of marketing mix program of Hung Cuong Company is explained by 6 factors, including suppliers, buyers, current competitors, potential entrant, substitute product, and value chain of the company. Among these attributes, suppliers impact highest on marketing mix program of Hung Cuong Company. The second and third highest impacts factor to marketing mix program at the company is value chain and buyer while substitute product has lowest impact on marketing mix program.