Nguyen Kim Electronic Shopping Center PDF

1. Introduction to Nguyen Kim shopping center and purpose of the report
Nguyen Kim Shopping Center (also known as Nguyen Kim Electronic Shopping Center) is
the largest (one-stop) electronic shopping mall in Ho Chi Minh City, specializing in selling
household products, refrigeration, computer, entertainment and telecommunications brands in the
world such as Sony, Panasonic, Toshiba, Philips, JVC, Sanyo, Sharp, Samsung, LG, Electrolux,
HP, IBM etc... It was established as an electronic window shop by Nguyen Van Kim in 1992 and
has been developed ever since. In November 2001, the Center Shopping Saigon - Nguyen Kim
was officially certified by VBQI ISO9001 and Nguyen Kim are recognized as the first Electronic
Center to be established set up with a large scale and high professionalism. Nguyen Kim is
always ready to serve and bring customers satisfaction.
At the same time, Nguyen Kim has always been chosen as the venue showcasing,
introducing, launching new products, the latest technology of the firm. This has put a bridge
Nguyen Kim to Vietnam consumers quick access to the most advanced technology; improve the
rights of people shopping on par with developed countries in the region and around the world.
Nguyen Kim center is currently active in both segments: e-commerce and retail service.
I am a person applying for the role of marketing management within Nguyen Kim Shopping
Center. I am required to discuss the concept of marketing as well as its role within the
organisation. Further to this i will have to explain how marketing interrelates with other
functions within the business.

2. Introduction to the concept of marketing, including current and future trends.
Firstly, I will present a few definitions of Marketing. According to Philip Kotler (2017),
“Marketing is the process of executing and planning the pricing, promotion, distributions and the
concept of goods, services and ideas to create an exchange that satisfy the individuals and
organisation objectives." According to my understanding, marketing is a business philosophy
that directs the entire company's study, exploration, and production of goods to fit consumer
tastes and meet customer needs. I include some detail conclusions, main ideas, and disadvantages
of 6 marketing principles below to help you gain a better understanding of marketing.
2.1. Definition: There are many definitions of marketing but we can define it according to the
following six marketing concepts
1) Production Orientation
Consumers prefer products that are widely available and inexpensive. The production concept is
more operations oriented than any other concept. Click here to read more about the Production
Concept (Bhasin, 2019).
2) Product Orientation
Consumers favor products that offer the most quality, performance, or innovative features. The
product concept believes in the consumer and it says the consumers are more likely to be loyal if
they have more options of products or they get more benefits from the product of the company.
Click here to read more about the Product Concept (Bhasin, 2019)
3) Selling Orientation
Consumers will buy products only if the company aggressively promotes or sells these products.
Off course, in this era of marketing, we know that selling is not the only tactic to sell your
product. You have to focus on marketing as well. Click here to read more about the Selling
Concept (Bhasin, 2019)
4) Marketing Orientation
Focuses on needs/wants of target markets & delivering value better than competitors. The
marketing concept believes in the pull strategy and says that you need to make your brand so

strong that customers themselves prefer your brand over every other competitor. This can be
achieved through marketing. Click here to read more about the Marketing Concept (Bhasin,
2019)
5) Societal Marketing Orientation
Focuses on needs / wants of target markets & delivering value better than competitors that
preserves the consumer’s and society’s well-being. Click here to read about the Societal
Marketing concept (Bhasin, 2019)
2.2. Highlight of the key points/focus in each marketing concepts
Production
orientation
Product
orientation
Selling
orientation
Customer
orientation
Societal
marketing
orientation
Objective produce
goods
services of
right quality
and quantity
at the right
time and right
manufacturing
cost’.
provide
enough
information
about the
market needs
to justify
pursuing
further
investigation
at a deeper
level
increase sales
revenue and
increase
profits
helping
customers
meet their
goa.ls.
reframe the
recommended
behavior
change so
that the
consumer
realizes that
the benefits
of change
outweigh the
efforts or
costs.
Drawback The quality of
the
company’s
products is
low
Not
supplying the
product
specifications
for the
customers'
desires and
needs.
it ignores the
customer
needs
based on
reacting to
market trends
rather than
creating them
focus on a
long-term
relationship
not a short
term with
customers

2.3. The most concept popular
Today, people's lives are developed more and more, meaning that their personal needs are
also enhanced. Customers no longer just need the criterion "delicious, nutritious, cheap" but they
are gradually aiming for their goals and preferences. In fact, acquiring a new customer can cost 5
times more than keeping an existing one. In addition, existing customers are 50% more likely to
try new products and spend 31% more than new customers. For that reasons many companies
have used the customer orientation concept to grow their businesses. Focusing on meeting a
customer’s needs rather than just making the sale can increase your profits. When customers are
happy, they’ll keep buying from us. Repeat customers mean more profits per person, as well as a
decreased need to spend money chasing new customers. And happy customers will recommend
the company to the people in their life. In other words, focusing on customer satisfaction can be
a smart financial decision. Therefore, Customer-orientation concept is how the marketing
strategy is rated as the most important of the five alternative.
Besides, Societal Marketing concept is also popularly used by companies. In Vietnam,
many large companies and multinational corporations have also successfully implemented this
sustainable marketing campaign for themselves. Social Marketing can be used to promote public
good, or to direct a society to avoid using defective (bad) goods and thereby promote general
social well-being.
2.4. Marketing concept of Nguyen Kim center
Nguyen Kim shopping center is also one of the companies that applies customer-
orientation strategy. With the spirit set out for the whole company to be a pioneer to overcome
challenges, Saigon - Nguyen Kim Shopping Center strives to become the best service center in
the country with the motto: “All for customers - Customers for all”. Nguyen Kim has exploited
to the utmost the sources of goods from countries in the region or around the world to promptly
supply the latest products of these industries. Nguyen Kim always listens to and satisfies
customers. Thereby, Nguyen Kim meets the needs of customers.
- Product: Nguyen Kim's products are plentiful, diversified, and of good quality; origin is
clear, packaging and design are intact. Diversified products with more than 5000 genuine