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Since we are living in the context of cross-culture and globalization, it is very important for
all international companies to find out the best strategies to penetrate new foreign markets.
As a result, our research is introduced with the 4P’s of marketing strategy of a specialist
shopping mall developer – AEON Mall. This research will focus on its activities in
Vietnamese market, since Vietnam saw double digit value growth in retailing in the last five
years, making it a prime target for AEON, which has similar outlets in only three other Asian
countries.
AEON, one of Japan’s largest retailers, opened its first shopping mall in Ho Chi Minh City,
Vietnam in January 2014. The mall is one of the largest shopping mall in Vietnam and
includes an AEON hypermarket inside the facility. AEON Mall plans a fast expansion in the
country, which will heat up competition with local Vietnamese players. Researching the 4P’s
of marketing mix of AEON Mall has piqued our curiosity often and sufficiently challenge
our analytical powers. However, with our limited knowledge, we obviously was not able to
cover everything related to marketing strategy which is a very broad topic. We hope this
modest research would bring some new information about a Japan's single-largest shopping
mall developer and its strategy on the way penetrating our market.
Our research method focuses on quantitative approach which is conducted to give us some
preliminary insights about the opinions, attitudes and beliefs of customers through AEON’s
strategy as well as to help us design a more useful and actionable questionnaire and online
survey. With the information collected on the survey, we can analyze and figure out the
benefits brought by the 4P’s of marketing strategy and solutions for some weaknesses
remained.
This research consists of four sessions. Session one is an introduction. Session two is about
the research of 4P’s marketing strategy of AEON Mall in Vietnam: problem of statement,
research objectives, scope of the research, literature review. Session three is research method
– questionnaire and online survey. Session four is research timetable, and the finally the
research ends with some conclusions and suggestions.
1
LITERATURE REVIEW
2
Nhóm: NEMO | Ngày khảo sát: 08/04/2014
Mua hàng có chất lượng tốt Khuyến mãi càng nhiều càng tốt
Chọn giá cả hợp với chất lượng Tìm hiểu sản phẩm trước khi mua
4. Anh/Chị thƣờng chi bao nhiêu cho 1 hóa đơn (tính theo VND):
4
Từ câu 10 đến câu 13, Anh/Chị đánh giá như thế nào về mức độ đồng ý với các tiêu chí
sau ở trung tâm thương mại AEON. Đánh dấu X vào ô Anh/Chị cho là hợp lý nhất theo
số điểm từ 1 đến 5 tương ứng:
1. Rất đồng ý 4. Không đồng ý
2. Đồng ý 5. Hoàn toàn không đồng ý
3. Bình thường
10. Về sản phẩm
Tiêu chí 1 2 3 4 5
Chất lượng sản phẩm tốt, đa dạng về mẫu mã
Sản phẩm có nguồn gốc, xuất xứ rõ ràng
Cách bố trí hàng hóa hợp lý, dễ tìm, tiết kiệm thời gian.
11. Về giá cả
Tiêu chí 1 2 3 4 5
Giá cả hợp lý
Giá luôn bình ổn, không đắt so với thị trường vào dịp lễ Tết
5
PHẦN III. GIẢI PHÁP:
Anh/Chị vui lòng đánh dấu X vào những đáp án phù hợp hoặc cung cấp thêm ý kiến.
14. Anh/Chị muốn thay đổi gì về chất lƣợng sản phẩm ở AEON:
----------HẾT----------
XIN CHÂN THÀNH CẢM ƠN SỰ HỢP TÁC CỦA ANH/CHỊ!
6
RESEARCH AGENDA
1 11/02/2014
UP Members meeting All members
(1p.m – 3p.m)
7
8 03/04/2014 UP Collect data to draw All members
(1p.m – 3p.m) charts, tables
Gather knowledge
about the topic
Assign tasks to write
research paper