To attain these marketing mix decisions, firstly DB Schenker’s marketing department

need to communicate and secure accaptance of strategy with other departments and
individual that responsible for implement marketing mix.
Step to implement:
For product: consider carefully about Vietnam’s harbor to determine effective route,
analyze the demand for ocean freight transportation to capture customer. Dicuss with
transport and logistics department in deciding appropriate plan, portfolio of services,
the amount of route provided in Vietnam based on Vietnamese law system, demand.
This step should be finished by transport and logistics department before penetrating
in Vietnam, optimally in 2 weeks.
For price: Design variable prices based on service provided and product size, place
and delivery urgency, investigation on comprtitors pricing such as Kuehne + Nagel,
DHL logistics,... and Vietnam tax as well as cost of service. This step should be
finished by department after forming services portfolio and before penatrating in
Vietnam.
For place: Work with Vietnam authority to get permission, discuss with finance
department to decide on the amount of investment on warehouses and office. Firstly,
focus on Ho Chi Minh city and come up with plan before the penetration. After that,
investigating in Hai Phong city and finish after 2 months. This step is finished by
finance and marketing department.
For promotion: using highly automated service video on social media platform for
advertising, and sponsoring for logistics competitions. This step is done by marketing
department in association with finance department, for advertising the department
should finish before penetration and monthly update; public relation (sponsorship),
should occur occasionnally, depend on events in Vietnam.
Physical evidence: The company's leaders must prepare the details of the brochure
distribution, build a Vietnamese-language website, and decorate the office where the
meeting took place. These can make a positive impact on clients and boost their trust
in the company's service. After settling on the site of the office, the firm president and
manager in Vietnam should be in charge of these actions, optimally in 2 weeks.
People: The corporation should send experienced staff to help stabilize the company
in the early days. The organization should then hire more Vietnamese individuals and
train them necessary work skills so that they can handle consumers quickly and
efficiently. These should be completed by the management of the Vietnam branch,
with the help of experts, around 2 weeks before entering the market.
Process: To create credibility with customers, this is the most important thing. The
company should organize the most basic and smooth transportation system in the
beginning. The corporation should then invest in high technology and increase the
quantity and quality of shipping containers in order to store and transport goods
without problems. Senior manager should be in charge of this effort while the branch
is in Vietnam. Besides, Customers' feedback should also be collected via
questionnaire forms on the Vietnamese branch's website in order to continuously
improve.

Marketing mix

Seaway Transportation

Year 2

Product

Ocean freight transportation service highly automated

Ocean freight transportation and value added service: packaging, loading, customs
documents, certificates, and labeling … highly automated

Price

Penetration pricing strategy

Competitive pricing, Product line pricing strategy

Place

Selective distribution in provinces with prominent harbor: Hai Phong, Ho Chi Minh.

Increase intensity of selective distribution to more provinces with harbor

Promotion

Focus mainly on public relation, advertising

Promote public relation, advertising and personal selling

Physical evidence

Using recognizable logo(red) on the company's warehouses, trucks, packaging

materials

using business cards, brochures, and even websites to retain its presence

People

transfers experienced staffs from main company to provide trustworthy service to its
customers.
employs more Vietnamese people and provides various training programs to help
them build the necessary soft skills and technical expertise thereby reacting promptly
to customers.

Process

Initially oragnizing the transport lines to ensure they operate without error. Besides,
gathering customers’s satisfaction through forms on website.

Creating a long-term chain with cutting-edge technologies, resulting in client

confidence in Seaway Transportation.

  Before penetrate  Year 1  Year 2  Responsibl

e 
    Q1 Q2 Q3  Q4  Q1  Q2  Q3  Q4   
Pr Base on Vietnam’s harbor sy Launch ocean freigh Ocean freight transportation and val transporta
o stem to determine effective  t transportation serv ue added service: packaging, loading tion and m
d route, analyze  demand for  ice highly automate , customs documents, certificates, a arketing d
u ocean freight transporta- d  nd labeling … highly automated  epartment 
ct tion to capture customer   
    Investigate m      
arket demand 
for value add
ed service.