Assignment Marketing Strategy Nguyen Trong Tung

Vietnamese Name: Nguyễn Trung Kiên
Student ID: F13-280
Class: F13B
Email: [e-mail]
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1. The purpose of the report and an introduction to the Nguyen Kim shopping center
Company Introduction
Nguyen Kim Trading Joint Stock Company was founded in 1992 as a store specializing in
wholesale and retail electronic and refrigeration products. Since then, the company has
gradually expanded into other fields such as trade, service, real estate business,
manufacturing and assembling electronic products. Nguyen Kim is regarded as the first
electronics center to be established on a large scale and with high professionalism, with a
network of shopping centers spread throughout the country, particularly in major cities such
as Hanoi and Ho Chi Minh City.
Company History
Nguyen Kim opened the first electronics store at 6Bis Tran Hung Dao from 1996 to 2000.
Nguyen Kim established the first modern electronics retail center in Vietnam under the name
Saigon - Nguyen Kim Shopping Center from 2001 to 2005, as well as the first electronics
retail website in Vietnam and a sales channel specialized B2B products. From 2006 to 2011,
the company transformed its management model and business operations into a joint stock
company. Main and strategic cooperation with all electronics corporations as we expand from
one center to many centers in provinces and cities. Developing from 1 center into many
centers in provinces and cities main and strategic cooperation with all electronics
corporations.
Objectives
To demonstrate my understanding of the marketing concepts, the marketing process, the roles
and responsibilities of the marketing manager as well as the marketing department in the
business in general and in Nguyen Kim in particular. In addition, I will offering some value
propositions for Nguyen Kim to improve the effectiveness of the company's marketing
activities.
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2. An overview of the marketing concept, including current and future trends.
Marketing concepts
 The production concept is the most operationally oriented of the marketing
principles on this list. It speaks to the human reality that they want goods that are
readily accessible and affordable. The basic concept behind this theory is that
businesses would want to produce as many low-cost products in large quantities as
possible in order to maximize profitability and scale (Gamble, Gilmore, Mccartan-
Quinn and Durkan, 2016). Customers are believed to be concerned mainly with
product availability and low costs, even though their requirements may not be
completely addressed (Hooley, Lynch and Shepherd, 2015). However, I believe that
such a strategy is most effective when a business operates in high-growth markets or
when economies of scale are crucial. The problem with this idea is that companies
risk not delivering high-quality goods and may have problems with customer service
as a result of impersonal production. Furthermore, the manufacturing concept is a
relic from a time when there was little or no competition. The more I produce at such
times, the more the product is consumed.
 The product concept is more concerned with the customer than with production and
business output. Customers prefer products that have quality, performance, or unique
features (Manrai and Meadow, 2015). This marketing philosophy believes in potential
consumers and how product options, product quality, and the benefits they obtain
from the product and the company they invest in are all important factors in their
brand loyalty (Houston, 2017). Under this marketing concept, businesses would
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concentrate on developing superior goods and enhancing them over time. Many
companies, on the other hand, struggle to strike a balance between the need for a
commodity and marketing requirements. Focusing on the consumer while also
describing marketing's position and industry leadership is a fine line to walk.
 The selling concept is regarded as the foundation of marketing efforts because it
holds that people will not purchase enough of a company's product and that
businesses must persuade them to do so (Blotnicky, 2016). If an organization has a
strategic strategy in place to efficiently encourage further buying among its future
buyers, this idea gives it a lot of strength (McGee and Spiro, 2018). When a business
is faced with overcapacity and has to sell what they produce rather than what the
consumer wants or desires, this action is often used. Of course, I understand that
selling isn't the only way to achieve full marketing success in today's marketing.
Businesses that use this marketing strategy must be adept at locating potential
consumers and emotionally persuading them of the advantages of their "unwanted
product."
 The concept of marketing is the concept of competition. It's a marketing concept
that says a company's success is measured by marketing activities that deliver a better
value proposition than rivals (Patsiaouras, 2019). This definition focuses on the needs
and expectations of target marketing, as well as offering superior value to the
competition (Bastos, W., Levy, S. 2015). Marketing research, on the other hand,
uncovers customer requirements that can then be used to guide a company's
innovation process. Allowing customers' expressed needs to guide a company's
innovation process isn't always a good idea because customers can't express needs
that go beyond their own experiences. As a result, when an organization focuses its
innovation process on the articulated needs of its consumers, it can only create
incrementally improved goods than the ones they already use.
 The definition of societal marketing is the most modern and forward-thinking
marketing mindset to have. Societal marketing is define as a marketing concept that
believes in giving back to society by delivering higher-quality goods that help to
make the world a better place (Dickinson, Roger, Herbst, Anthony, and
O'Shaughnessy, John, 2016). This orientation arose as some questioned whether
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marketing and business are addressing society's massive problems such as
environmental degradation, resource scarcity, population growth, poverty, and social
disruption (Vasconcelos, 2014). In societal marketing, however, the return is a better
society with less crime, pollution, or other ills, benefits that are unrelated to monetary
gain. As a result, societal marketing typically operates on a shoestring budget and
may struggle to find funding.
In my opinion, Nguyen Kim is currently using three marketing concepts including:
Customer-oriented concept, relationship marketing concept and societal marketing concept,
which is shown through the marketing mix as follows.
 Customer-oriented concept
 Product
 Product assortment
Products at Nguyen Kim are plentiful and diverse, ranging from popular to intermediate and
high-end product lines from three major industries, namely entertainment,
telecommunications, and informatics, with a total product count of up to 50,000 .
Furthermore, all products are genuine, high-quality items from reputable manufacturers such
as Sony, Toshiba, Samsung and so on. Furthermore, the company updates the latest products
to introduce to customers on a regular basis.
 Customer and supporting service
Nguyen Kim also provides retail service through its e-commerce website. Nguyen Kim's
website enables this company to sell hundreds of millions of products across dozens of
product categories. Customers can easily find all information related to Nguyen Kim's
products that they are interested in, such as product status, features, specifications, and so on.
Information such as product status, features, specifications, and so on are provided in a
specific and easy-to-understand format.
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 Price
 Pricing strategies
With the characteristic that distribution companies' product prices are heavily influenced by
factors such as exchange rates, taxes, freight, and storage charges, the company's price
strategy is a flexible price strategy based on market fluctuations, regularly adjusting selling
prices to be the most profitable for consumers while ensuring profits for the company. Prices
at electronic stores and supermarkets are listed and publicized on the company's website to
allow customers to easily compare prices between distributors. Nguyen Kim's product prices
are also very flexible in comparison to competitors' prices. With such a pricing policy, the
product price will be low, close to the price of the imported company, allowing the consumer
to purchase the product at a low cost.
 Discount pricing
Nguyen Kim, in particular, is willing to "sacrifice" a portion of profits for specific products
on occasion in order to attract a large number of customers at the same price. With an average
interest rate of 20% for an electronic product, Nguyen Kim will accept a reduction in interest
rate to 7-8%, even 3 - 5%, and profit through vendor bonus large sales. In addition to the
above-mentioned regular subsidy policy for customers, the company also has great
promotions to attract customers, with discounts ranging from 5% to 30% and even 50%, as
well as attractive gifts or coupons. Nguyen Kim can encourage shoppers in this way by
offering promotions and discounts.
 Place
 Location
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Nguyen Kim has a large network of centers that cover major cities and are frequently
located in urban or densely populated areas. It is easy to draw the attention of passing
customers with its large parking lot and large signs. Nguyen Kim's three shopping centers
all have a large area ranging from 4000 to 5000 m2 and 2-5 floors to provide customers
with the best shopping experience possible.
 Omnichannel
Nguyen Kim has also implemented omnichannel marketing through digital channels such
as Facebook, website, Zalo, marketing channels such as YouTube, and email marketing.
Although Nguyen Kim's omnichannel model has not yet been finalized, it has assisted the
company in interacting with customers in order to understand their portraits and consumer
behavior, reach more customers, and thus increase sales row.
 Presentation/ Physical Evidence
Inside Nguyen Kim's shopping area, there are always bright enough lights for customers to
see the products on display most carefully, the layout space does not try to take advantage of
the area, but the layout of the products is very mineral, standard, scientific standards of the
company for the entire system in order to create customer comfort. For customers to shop,
products of the same type are usually organized into zones and floors. The products are also
organized by the manufacturer for easy selection. Especially during large price reductions for
consumers, promotion booths, discounted quality products, "golden" hours... are arranged in
"expensive," "front" positions with many products that are considered "hot" to attract
customers' attention while not making customers feel discriminated when purchasing at a
discount. The above store layout distinguishes Nguyen Kim from other shopping centers, and
customers who come to buy here will want to return. This has created an image of Nguyen
Kim as hospitable, all-in-all for customers, and always striving to provide an enjoyable
shopping experience.
 Personalization
Celebrating business achievements, birthdays, and anniversaries with company subscribers is
a perfect way to show gratitude and re-engage customer email list. I can nudge my
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subscribers to shop again by adding a little incentive on top of the celebration. Nguyen Kim
already tracks visitor behavior on their e-commerce site, allowing them to send more targeted
emails to prospects. Nguyen Kim has the ability to send highly targeted emails to website
users based on what they look for, which products they check out or add to their wishlist, and
several other factors. Nguyen Kim will have high-converting emails if he combines them
with urgency and scarcity.
 Security & Privacy
Nguyen Kim's company website contains a wealth of information about customers' privacy
policies. All information collected and used by the company is subject to customer consent,
and specific information collected and used by the company is provided to its customers in
the form of upgrade solutions and service changes to meet the needs of the customers.
Nguyen Kim guarantees that the customer's personal information will not be disclosed to
third parties, and the customer has the right to request changes, corrections, or even deletion
of the information collected.
 Site Design
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Nguyen Kim's website is simple in design, with a red color signature, and it offers clear
product categories and promotional information that is constantly updated for easy customer
follow-up. Although Nguyen Kim's website contains useful information, it does not prioritize
the creation of eye-catching elements to attract customers.
 Relationship Marketing Concept
With the strong development of the brand since the end of 2009, Nguyen Kim has had a
program to issue VIP cards to loyal customers to receive special customer care policies of
Nguyen Kim to thank customers on a regular basis. These customers will benefit from
discounts on shopping, maintenance, free product cleaning, product giveaways, and so on.
This is a very effective program for retaining loyal customers, demonstrating Nguyen Kim's
concern and care, and demonstrating the company's leaders' foresight when focusing on
broadcasting, grow steadily and firmly on the backs of devoted customers
 Societal Marketing Concept
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In addition to attractive promotions, Nguyen Kim also has a nest organizing a comprehensive
savings program for the benefit of the community. Specifically, beginning April 18, 2009, at
two Saigon shopping centers - Nguyen Kim, District 1 and Tan Binh, Nguyen Kim has
organized a promotion program to distribute free of charge, not for purchases that Nguyen
Kim for City residents on the occasion of the April 30 celebration. It is a free program with
useful products such as a G phone - private room phone, a free chat mobile sim for a year in
the Vina network nationwide, a free air network, and no subscription fees. Nguyen Kim has
conveyed the message that Nguyen Kim is always willing to take practical care to benefit the
community in order to serve the essential needs of telecommunications and Internet
technology through this comprehensive savings program. Its mission is also to serve the
community by providing Vietnamese consumers with the best added value in the Nguyen
Kim brand's shopping market.
3. Marketing Process
 Understanding the marketplace
Marketers must first comprehend the needs and expectations of their clients, as well as the
marketplace in which they work. Requires, desires, and demands; consumer offerings goods,
services, and experiences are the five basic customer and market concepts: Grönroos (2014)
described value and satisfaction as "exchanges, relationships, and markets."
At this point, I will conduct market research, as well as customer and customer purchasing
behavior. I will conduct micro-environmental studies using the PESTEL analysis, followed
by micro-environmental studies using Porter's Five Forces. Analyzing the business
environment will assist me in evaluating the attractiveness of the market, as well as learning
about the behavior of customers, suppliers, and competitors in the market. It also assists my
company in being aware of the market's strengths, weaknesses, opportunities, and threats,
from which to develop reasonable and timely marketing policies to capitalize on good
opportunities such as dealing with hazards. These will aid me in the next step of determining
my target market.
 STP strategy
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Marketing management is the art and science of identifying target audiences and establishing
successful partnerships with them (Camilleri, 2017). The marketing manager's mission is to
identify, attract, maintain, and grow target customers through superior customer value
formation, distribution, and communication .
First, I must decide who it will serve. This is accomplished by segmenting the market into
customer segments (market segmentation) and selecting which segments to target (target
marketing), as well as providing a value proposition, which is the set of benefits or values
that the company promises to deliver to consumers in order to meet their needs. I understand
that Nguyen Kim cannot serve every customer in every way. By attempting to serve all
customers, I will most likely fail to serve any of them well. Instead, I want to choose only
customers who can be served well and profitably. Nguyen Kim's target customers are those
who have a steady income of at least 4 million VND per month and prioritize product and
service quality over price and program promotion. Nguyen Kim has worked hard to
continuously improve the quality of customer service while also demonstrating Nguyen
Kim's very own culture, which is the culture of "All for customers."
 Design marketing program
The marketing program seeks to strengthen customer relationships by putting the marketing
strategy into action (Novelli, 2016). It consists of the firm's marketing mix as well as the set
of marketing tools used to implement the firm's marketing strategy. The four Ps of marketing
are the most well-known and simplest way of categorizing the major marketing mix tools:
product, price, place, and promotion. The well-known four Ps classification is a simple
framework that aids in categorizing the numerous tools available to marketing managers into
coherent groups (The Evaluation of Marketing Mix Elements: A Case Study, 2018).
If I were Nguyen Kim's marketing manager, I would keep the company's marketing program
oriented toward the current model, which adds a relevant element to the person. Applying this
model correctly will provide Nguyen Kim with a competitive advantage, allowing the
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company to stand out from its competitors in the eyes of customers. Nguyen Kim has applied
the 7P model relatively well, but there are still some limitations that must be overcome in the
future. For example, Nguyen Kim's location policy has not been as effective for the company
as it could be because Nguyen Kim now primarily locates her businesses in large urban areas
and densely populated areas.
The company overlooks a large number of potential customers in areas such as suburbs or
small provinces, which represent a huge opportunity for Nguyen Kim to expand market share
due to the increasing standard of living of the people, which leads to a significant increase in
demand for equipment in here. So, since I am the marketing manager here, I will perform
research and make suggestions to make the most of this opportunity.
 Build profitable relationships and create customer delight
The first three stages of the marketing process are understanding the marketplace and
consumer needs, planning a customer-driven marketing strategy, and constructing marketing
strategies, and they all lead to the fourth and most critical step: building profitable customer
relationships. This step's three key components are: managing marketing relationships,
changing customer relationships, and managing partner relationships (Bolton and Tarasi,
2007). Relationship marketing is a term used to describe the process of managing an
organization's relationships, although it is more generally known as customer relationship
management. CRM stands for customer relationship management, which is the method of
establishing and sustaining productive customer relationships by providing superior customer
value and satisfaction.
Nguyen Kim has also used a variety of CRM techniques effectively, such as Clubcard loyalty
cards and Sponsor club. However, if I had been Nguyen Kim's marketing manager, I would
have aggressively implemented a number of other programs. For example, Cloud-Based
CRM and Mobile CRM. I marketers can use their preferred CRM marketing tools wherever
and whenever they want with cloud-based CRM. Any technology, including smartphones,
laptops, and other handheld devices, is included. We can target every customer and reach our
sales goals around the clock with mobile CRM, just as we can with the cloud. I can take our
consumer insights and marketing strategies with us everywhere we go, all in the palm of our
hands, thanks to a safe app.
 Capturing customer value
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The last step is to capture value in the form of current and future sales, market share, and
profits. By providing superior customer value, the company generates highly satisfied
customers who remain loyal and purchase more. Customer loyalty and retention (making a
customer loyal), market share and customer share (making a customer buy more), and
customer equity are the outcomes of creating customer value (Sukwadi, Yang and Fan, 2012).
The final step in the marketing process is to create and capture customer value. I work hard to
please their customers and gain their trust. I develop long-term relationships with my
customers by capturing their values. Customers who are satisfied tend to buy more and are
loyal to the company, which leads to higher profits in the long run. If I were a corporate
marketing manager, I would use the company's ability to manage and develop my customer
relationships to increase the purchase rate of each client. For example, Nguyen Kim currently
sells most electronic devices such as telephones, televisions, and air conditioners. Using
collected data such as each customer's purchase and viewing history products, the company
can recommend products as well as related promotions that may be of interest - and the more
customer buy, the more likely the company is to anticipate customer tastes.
4. Explanation of a marketing manager's role and responsibilities within the context of
the organization.
I understand that as a marketing manager of Nguyen Kim, I am responsible for:
 Responsible for the year's marketing initiatives' strategic planning.
 In charge of market research, insight, and database management for Nguyen Kim.
 In charge of artwork development, advertising, promotions, and catalogue and
magazine distribution.
 Establish and maintain strong team and cross-functional working relationships.
 Identify and develop online marketing opportunities to drive nationwide seller
awareness and engagement.
 Define seller awareness and engagement goals for online activities in collaboration
with partners and internal stakeholders.
 Control your own content metrics and development processes.
 Manage event calendars, budgets, and sponsorships online and offline.
 Create reports to provide insight into event outcomes, effectiveness, and conversions.
 Create and maintain close relationships with seller communities.
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 Discover new and exciting ways to engage sellers through social media, websites, and
CRM channels..
 On a daily basis, monitor social media channels in real time to provide prompt and
active support to sellers. channels at the real time, on a daily basis, to provide prompt
and active support to sellers
5. An explanation of how marketing influences and interrelates with other functional
departments of the organisation.
 Influence - Marketing is a philosophy
Philosophy is an explanation of the belief systems that determine how a mission or purpose is
to be accomplished (Taghipourian and Bakhsh, 2017). An organizational philosophy
expresses an organization's beliefs, concepts, and principles; it will guide the business
mission, objectives, and strategy for the entire company, create an organizational culture
(product concept), and serve as a foundation for resolving conflicts among departments in a
company (Tresidder, 2014). In comparison to other electronics supermarkets, Nguyen Kim is
the first center to have a professional branding strategy since its inception, having built and
developed under the business philosophy "All for customers, all for customers" since its
inception. Over many years of development, including the establishment of a chain of
electronic centers in Hanoi, the center has maintained the highest level of service quality and
has never forgotten to include this strength in any promotion program or article. This
message has been communicated through the company's Marketing Mix policy, which
includes the product policy with quality products to help customers feel secure when
shopping, the reasonable price policy to ensure competitiveness, and the distribution policy.
Distribution is constantly being improved in order to maximize customer convenience.
 Interrelate - Marketing as interface
While each department has different goals and programs, all of these are aimed at the
customer and bring value to the customer (Carson and Gilmore, 2015). In the event of any
conflicts occurring between the marketing department and other departments, the philosophy
of "All for customers, all for customers" will be used by the marketing department to
navigate and refine ideas and erroneous plans of other department, so they can oriented them
to return to the company's ultimate goal of delivering the best value to its customers.
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Interelationship and potential conflict between marketing and other department of
Nguyen Kim:
 Marketing and Finance (Price)
Nguyen Kim's marketing strategies have a significant financial component. The
marketing strategy must include budgets for executing initiatives and marketing
campaigns, as well as the evolution of cost and benefit for the brand, product, product
line, and so on expressed in monetary units or percentages of sales. When deciding on
a new product, financial instruments and guidelines will be used to assess the
investment. The use of financial feedback when designing marketing strategies and
plans is just one part of the relation between marketing and finance. Any financial
plan requires marketing inputs to develop capital needs, cash flow analysis, credit,
and other financial policies. Such inputs are important for any financial planning,
especially those related to sales and revenue estimates that are described in various
marketing plans.
Although having a single common aim of making money or profit must be necessary
for his or her survival and development. Unfortunately, inter-organizational disputes
obliterate this last target. The marketing department blames the finance department
for their failure because the funds were not provided on time, and the finance
department responds with the same argument about the marketing department failing
to meet their goals regarding a call for stimulation, resulting in declining focused
revenue.
 Marketing and Procurement & Sales Departments (Product, Promotion)
Marketing analysis on the level of consumer acceptance of these goods with altered
characteristics is a critical feedback for effective procurement planning. Procurement
analysis, on the other hand, which seeks to locate and analyze new products and
sources of supply, can also benefit from closer cooperation with marketing research,
which is typically more advanced. The method is structured in such a way that it
begins with marketing and finishes with sales. To summarize, marketing produces and
distributes content to generate leads while adhering to marketing best practices. Then
sales takes over and nurtures unique prospects, with the goal of closing the deal.
Salespeople can better understand why they are being asked to do these things if they
have a better understanding of the ideas, tools, terms, and techniques used in a
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marketing campaign. Better execution and a more integrated sales/marketing effort
follow from this understanding.
Salespeople are prone to concentrating on the opportunities in front of them and
basing their strategies on what worked in their previous profitable sale. Their main
gripe about marketing is that it is out of contact with consumers. Specifically,
Marketing is overpricing the product, developing it with the wrong features,
producing marketing materials without bothering to learn the proper language to
communicate with prospects, and squandering vast sums of money on ads that could
be better spent on Sales.
 Marketing and Personnel department (People)
The organization's Personnel department is in charge of recruiting, educating, and
managing the requisite marketing personnel. While marketing management assists in
this role, the personnel department in many organizations has primary responsibility
for the marketing personnel process. In creating job requirements, interviewing
applicants, and designing training programs and reward plans, marketing should
collaborate with the personnel department. Furthermore, as a professional marketing
practice, marketing research may be useful in the design and execution of a range of
personnel research projects. For example, to help the recruitment and training
functions, a discriminant analysis may be performed on the characteristics of
successful and unsuccessful marketing staff.
In some cases, while marketing develops and communicates the brand message to
employees, the HR department is unable to find the best candidates to promote and
build the brand. This complaint to HR will come from the marketing department for
not optimizing the company's marketing activities.
 Marketing and Customer service department (Process)
Marketing and customer service may appear to be in completely different realms, but
they both have very similar goals at the end of the day. While marketing teams work
to move customers through a funnel, customer service works to keep those customers.
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This demonstrates the value of having a customer service team on hand to support a
marketing team's efforts. If a company can improve its retention strategy by
incorporating marketing at every touch point, it will have an easier time keeping its
bottom line together.
Conflict often occurs when the marketing department blames the customer service
department for not doing its job well, leading to the loss of loyal customers, which the
marketing department has spent a lot of effort and money to to build up, and at the
same time it also causes a huge loss for the company when both losing loyal
customers and continuing to invest to attract new customers.
6. The value and importance of the marketing role in the context of the organisation
Marketing plays three functions: as a theory, an interface, and a role within an entity. The
overarching goal of marketing is to maximize sales, market share, and contribute to the
company's growth and profitability.
Detailed responsibilities:
Strategy
Nguyen Kim is focusing on scaling up; continue to build and develop the brand with a
higher level of professionalism; improve customer service quality and strengthen
cooperation with major partners to increase benefits and convenience for customers, and
at the same time improve competitiveness in the market. Nguyen Kim's goal is to conquer
and maintain its position in Vietnam as well as its potential to reach regional and
international. First of all, in the near future, Nguyen Kim will expand its scale by
developing and building centers in all three regions: North, Central and South, developing
into a chain of Ho Chi Minh retail centers, Can Tho, Ha Noi, Da Nang, then develop in
cities and provinces with economic potential. In addition to developing the system of
Nguyen Kim shopping centers in the width, Nguyen Kim aims to maintain and improve
the service process, service quality in accordance with the process and standards that
Nguyen Kim is applying, from product origin, sales method, after-sales service, space
decoration, human resource development.
Market research
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Market research is the main responsibility of the marketing department. Research helps
Nguyen Kim identify his main audience including individuals and households as well as
their tendency that consumers will direct their demand to "green" products, to use new
technology. It also helps Nguyen Kim understand the strengths and weaknesses of
competitors like Pico Plaza, Top Care Plaza, Best Caring, Media Mart and so on, so they
can take action to protect the business with customers. Existing or gaining business from
weaker competitors.
Communication (Promotion)
Through surveying the customer's perception of the promotion, it can be seen that most of
the customers believe that Nguyen Kim has more promotions and promotions that are
somewhat more attractive than other electronics centers. Promotion activities of the center
operate from a very early age, and have resonated with the brand name. These activities
are conducted quite diverse form. Nguyen Kim often organizes programs that support
major sports festivals. company promotions, subsidies or sponsorships, but often attracts a
lot of customers. According to the company's statistics, Nguyen Kim's promotion
strategies proved to be especially effective when the number of visitors to visit and shop
increased greatly during promotions, reaching about 8,000 visitors per day. Sunday alone
can be up to 10,000 customers. The number of such shoppers doubled or tripled compared
to weekdays and consumption increased by 50% - 100% compared to weekdays.
Sale Support
 Offline
Understanding the characteristics of electronic and electronic products requires careful
consultation for customers, Nguyen Kim always ensures that all sales staff in charge of
each department must have a clear understanding of the technical characteristics of each
type. products to advise customers. A special feature of Nguyen Kim ensures the
difference with other centers, while ensuring that i can save time for customers and serve
many customers at the same time is the delivery stage. Nguyen Kim has a well-organized
logistics and warehousing system with a separate and professional forwarding operation
center. Therefore, the quality of service at Nguyen Kim is still not diluted, but always has
its own style, very dedicated and popular with consumers in the Capital.
 Online (e-commerce)
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Nguyen Kim has a delivery service for customers who register to buy goods directly
online, and more and more transactions are done online. The online purchase process at
Nguyen Kim is also very simple and is guided very specifically on the company's
website. Orders sent to Nguyen Kim will be called by Nguyen Kim staff to confirm and
deliver the goods immediately, even if the customer is in the inner city of Hanoi or Ho
Chi Minh City. Ho Chi Minh City will be able to receive goods within the same day and
pay with the delivery staff. In the future, for greater convenience for customers, Nguyen
Kim will promote the integration of online payment systems, allowing customers to pay
directly with payment cards with Nguyen Kim.
7. Conclusions
A company that ensures 4 factors including long-term profit, customer at the heart ò the
company, provide better value for customer and cross-functional team will have success
in marketing. According to Narver and Slater, the cross-functional team is one of the four
principles that help businesses succeed in the marketplace because of inspiration and
innovation, coordination and organization and speed. A cross-functional team
collaboration is a great thing. When the teams from different departments are landing
together to work it will bring a global perspective to company work.
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