THUONGMAI UNIVERSITY

INSTITUTE OF INTERNATIONAL TRAINING

-------------------------------

COURSE:
Principle of Marketing

TITLE: Analyze and evaluate the enterprise’s product policies

and propose a number of solutions to improve the competitive of
business’s product on the market

Teacher : Bui Lan Phuong

Group’s name : Group 1
Semester : 1st (2023-2024)

TMU, HaNoi, VietNam

October, 2023

1
Contents
...............................................................................................................................................................1
Evaluation results discussed...................................................................................................................3
I. Overview.............................................................................................................................................7
1. Introducing BKAV Group..............................................................................................................7
2. Phone Buying Trends......................................................................................................................8
3. Bphone products.............................................................................................................................9
3.1. The meaning of the name Bphone.........................................................................................10
3.2. Target market.......................................................................................................................10
3.2. Targeted customer................................................................................................................11
3.4. Competitors...........................................................................................................................11
II. Current status of Bphone.............................................................................................................13
1. Product category policy................................................................................................................13
2. Product category improvement policy..........................................................................................14
3. Bphone's support policy..............................................................................................................16
4. New product policy......................................................................................................................18
III. Solutions of Bphone........................................................................................................................19
1. BKAV’s solutions........................................................................................................................19
1.1. Price.......................................................................................................................................19
1.2. Security..................................................................................................................................19
1.3. Technologies update.............................................................................................................20
2. Proposed solutions........................................................................................................................20
2.1. Place......................................................................................................................................20
2.2. Price.......................................................................................................................................20
2.3. Promotion..............................................................................................................................20
2.4. Product..................................................................................................................................21
IV. Sources:...........................................................................................................................................22

2
 Evaluation results discussed

No Name Contribution Outcome Attitude Overall

quality rating
1 Nguyễn Phương Anh -Do the meaning - Complete -Positive 9.5/10
of Bphone and assigned tasks - Proactive
survey table. - Contribute -Punctual
- Give the outline while working
and personal in groups.
comment.
- Present the
meaning of
Bphone.
2 Lê Vân Anh -Do the - Complete - Positive 10/10
(group’s leader) Introduction of assigned tasks - proactive
BKAV and Target - Contribute - punctual
Market while working
- Do the document in groups
- Give the idea
and personal
comment.
- Present
Introduction of
Bphone and
Bphone Product.
- Make
contribution to
survey evaluation.
3 Nguyễn Thị Minh Châu - Do the target - Complete - A bit passive 9/10
customer and assigned tasks - Still need to
competitors, - Contribute be reminded.
Phone Buying while working
Trends. in groups
- Give the outline. - Missed
deadline once.
4 Vũ Quỳnh Chi - Do the product - Complete - Positive 9/10
policy. assigned tasks - Proactive
- Present the - Contribute - Punctual
product policy. while working
- Give the outline in groups
and personal
comment.
5 Vũ Mạnh Đức - Do the Bphone -Complete - Positive 8/10
support policy. assigned tasks - Late
- Do the - Contribute submission.
document. while working - Still need to
- Present the in groups be reminded.
Bphone policy. - Missed the
- Give the outline. deadline once
3
 - Absent the
discussion
- information
range: 50%
6 Khúc Phương Hoa - Do the new -Complete - Positive 9.5/10
product policy. assigned tasks - Proactive
- Present the new -Contribute - Punctual
product policy. while working
- Give the outline in groups
- Make
contribution in
BKAV solutions.
7 Trần Thu Hiền - Do the Bphone -Complete - Positive 9.5/10
Improvement assigned tasks - Proactive
policy and -Contribute - Punctual
improvement while working
policy. in groups
- Present the
Bphone
improvement
policy.
- Give the outline.
8 Vũ Thị Thanh Hường - Do the proposed - Complete - Positive 10/10
solution. assigned tasks. - Proactive
- Do the - Contribute - Punctual
powerpoint. while working
- Present the in groups
proposed solution
and internal issue.
- Give the outline.
9 Đào Hương Giang - Do the BKAV’ s -Complete - Positive 9.5/10
solution assigned tasks - Proactive
- Do the -Contribute - Punctual
powerpoint. while working
- Present BKAV’ in groups
s solution.
- Give the outline.
- Make
contribution to
document.

4
 Minutes of group discussion 1
1. Time: 20:00 October 3, 2023
2. Location:
- Meeting via google meet
3. Participants:
• Le Van Anh
• Dao Huong Giang
• Khuc Phuong Hoa
• Vu Quynh Chi
• Nguyen Phuong Anh
• Vu Thi Thanh Huong
• Tran Thu Hien
• Nguyen Thi Minh Chau
• Absent Vu Manh Duc
4. Meeting content
a. Identify the product.
5. Meeting results:
- Choose Bphone product.
5. End the meeting
• The meeting ends at 8:45 p.m. on October 3, 2023.

5
 Minutes of group discussion2
1. Time: 20:00 October 8, 2023
2. Location:
- Meeting via google meet
3. Participants:
• Le Van Anh
• Dao Huong Giang
• Khuc Phuong Hoa
• Vu Manh Duc
• Vu Quynh Chi
• Nguyen Phuong Anh
• Vu Thi Thanh Huong
• Tran Thu Hien
• Nguyen Thi Minh Chau (late entry)
4. Meeting content
a. Discuss the outline
b. Discuss the questionnaire
5. Meeting results:
- Complete the outline.
- Successfully created a questionnaire consisting of 12 questions.
6. End the meeting
- The meeting ends at 9:00 p.m. on October 8, 2023.

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 I. Overview
1. Introducing BKAV Group.
- BKAV is a technology corporation operating in the fields of cybersecurity,
software, e-government, smartphone manufacturer, smart electronic devices, Smart
City and AI camera.
- BKAV is one of the 10 most famous brands in Vietnam voted by the Vietnam
Intellectual Property Association.
- Top 10 Perfect Services voted by the Vietnam Consumer Protection Standards
Association.
 With the guiding principle of developing science and technology to help
the country become rich and strong, enhance autonomy, prestige and national brand,
BKAV Group considers itself the mission of building and protecting the country with
science, technology. BKAV will definitely do any work that is useful to society, using
technology, no matter what it is.
 The goal is to develop the country based on technology, making Vietnam the
5th dragon of Asia.
- BKAV pioneered building Vietnam's smartphone manufacturing industry.
- The first manufacturer in the world to bring AI into smartphone cameras. For
two consecutive years, the Bphone smartphone launch event was voted as one of the
10 technology events of the year.
- Regarding cybersecurity, BKAV is the first company in the world to discover
and announce vulnerabilities in facial recognition technology on laptops right when
this technology started to become popular. Facial recognition is considered highly
accurate, and is applied by many technology companies around the world: such as
Toshiba, Lenovo, Asus... into their products.
- For many years, BKAV's antivirus software has been voted as "The most
popular information security product by users", the Company has been awarded the
Vietnamese Brand Pride Cup for many consecutive years.
- In the domestic market, BKAV software has an overwhelming advantage over
foreign anti-virus software when up to 73.95% of businesses choose to use it.
(According to the ranking results of software brands favored by businesses, conducted
by the Vietnam Chamber of Commerce and Industry - VCCI).

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 2. Phone Buying Trends
- It is easy to tell the differences between young people, adults, and the elderly’s
opinions when choosing technology products. Namely phone – an item that is common
in daily use.

Young people and adults Elderly

 Prefer a smartphone with many  Prefer the old type of phone that
functions. is easy to use.
 Using phones as a way to show off.  Using phones only for
 Choosing smartphones with many communication.
considerations (shape, brand, model,  Did not have much consideration
versions, price, durability...) when choosing the product.
o They only consider the
price and the durability when buying the
latter

- It is worth noting that people prefer phones with advancements in camera

technology, the adoption of 5G connectivity, and a growing focus on sustainability and
eco-friendly practices.
- When it comes to young people’s taste, they will prefer choosing the products
through these factors:

- Design:

 In the past, people prioritized the type of phone that was small enough to hold
one hand and conveniently use one finger to type. Namely the historical iPhone 4.
o These days, there are only phones with huge shapes – suitable for playing video
games and watching movies.
 Nowadays, the most popular phone design is the one with the water drop shape.
o In 2023, the fold-design smartphone will become one of the popular trends. The
most significant evidence is the Samsung Galaxy Z type.
 Considering the phone’s shape without the color is not considerate for a taste,
each brand comes up with different colors from blue, green, yellow, purple, pink, ...
instead of just black and white colors just like in the past.
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 - Price
 The price when buying a phone is among the crucial factor that leads to the
final purchase decision. Smartphones come at price points that vary greatly. Prices
tend to go up as you go higher up the value chain in terms of processor speeds,
memory, camera, and display.
o People choose the phone and consider each brand based on the price that is
suitable for their savings budget.
o However, some people are willing to afford expensive ones to show their
wealth and position.

- Reputation
 The brand reputation is also a factor when considering buying the product.
 People prefer famous brands (e.g. iPhone, Samsung, ...) to either show off or
trust their products’ quality.

- Durability & Using Experience

 The durability of a product can be limited for technical reasons (e.g. time,
cycles, distance) and depends on the resistance of the product to loads and degradation
mechanisms (reliability), and the ability to bring it back to a functional state (through
repair) once a limiting state is reached.
 Depending on the owner’s own experience and shared experience, along with
the rates of the product can affect the purchase decision. (e.g. Product quality, quantity
style, brand, price, product features, social factors, color, and customer services)

- Buying after famous people

 Depending on the choice and preference of the famous people, their fans and
followers will take this as a consideration for their own choice.
 For instance, the majority of celebrities and politicos use the iPhones of Apple
Company as they provide privacy and security. Apart from that they cannot be hacked.
They prefer iPhones as they look luxurious and have the best features. Similarly,
carrying an iPhone is a status symbol.

3. Bphone products.
- On May 26, 2015, Bphone was officially launched by CEO Nguyen Tu Quang
of BKAV Joint Stock Company.
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 - This is also the first time BKAV participates in smartphone production.
Bphone was introduced entirely researched and designed by Vietnamese people.
- On August 8, 2017, the 2nd generation - Bphone 2017 and Bphone 2017 Gold
were officially launched.
- Bphone 2017 version was sold on August 19, 2017.
- On October 10, 2018, Bphone 3 and Bphone 3 Pro were officially launched and
were officially released to users on October 19, 2018.
- By 2019, the Bphone Store retail and warranty chain was opened in several
major cities.
- Bphone is a line of smartphones running the Android operating system,
designed and manufactured by BKAV Joint Stock Company, launched the first
generation on May 26, 2015, this is one of smartphones manufactured in Vietnam.
With total sales of less than 100,000 devices (from Bphone 1 to Bphone 3), Bphone's
market share is less than 1% and does not appear commonly on the map of Vietnam's
smartphone market.

3.1. The meaning of the name Bphone

- The letter “B” in Bphone is derived from “BKAV”, which is the synonym for
“Bach Khoa Antivirus”. It is the antivirus program that made the reputation for the
whole BKAV company.
- Bphone also goes by the name “Bomphone” as an irony because of the
exaggeration done by BKAV’s CEO Nguyen Tu Quang.

3.2. Target market

- Along with the transition from the high-end and near-high-end segments to the
mid-range and low-cost segments, Bphone also targets a large market whose target
customers are mid-range customers who want to own quality products. Good quality
and affordable price. BKAV has changed production methods to reduce product costs,
but stable quality and high security features have attracted a number of customers in
the Vietnamese market. With the aim of developing Bphone into "the only Made in
Vietnam phone brand" and will achieve a high market share in the Vietnamese
smartphone market.
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 - Because they pursue a fairly broad target market, the price of a Bphone on the
market is affordable. However, many people think that the quality of teeth they receive
is not really worth the price they paid.
3.2. Targeted customer
- Being among the phone brand produced in Vietnam, it critically hits the
Vietnamese minds of “Vietnamese using Vietnam’s products”
=> Bphone main customers being Vietnamese
- Fairly high price, fluctuate from about 10,000,000VND to 22,000,000VND
=> Customers ranged from middle-ends to high-ends
=> Including high school graduates, university students, and people with careers.
=> People wished to own products with high quality.
- Main priority is to increase the product’s quality. However, the price and the
quality of the product are incomparable, according to some feedback from the buyers.
Lead to the numbers of supporters being fewer compared to the other digital
technology brands.
3.4. Competitors
- As a name known in the digital electronic market in Vietnam, Bphone faced
many rivals and they were known to be huge names in the world’s market in general
and in Vietnam's market to be specific. The most significant ones to be listed are
Iphone, Samsung, Oppo... (picture required). There are some brands that offer
products at the same price for good quality such as ASUS, Xiaomi ⇒ Very challenging
for BKAV to compete.
- As a small and young phone brand compared to some well-known big names,
Bphone was barely known by the society.
⇒ Lack of society’s concern.
- Many people chose to follow the trend at the time, it was considered the brand
to be an unknown failure and was believed to sooner or later ceased from the market.
⇒ Gain little to no supporters.
- Comparing their products with bigger names and emphasizing their products
are better than that of their competitors.
⇒ Lead to the negative impression in the public + causes controversy surrounding
different brands.
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 - The customers have claimed that the phone has many problems and is not
matched with their expectation and the quality is unworth with the price they paid
⇒ The product was underrated.

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 II. Current status of Bphone.
1. Product category policy

- Bphone uses exclusive BOS software, but consumers still cannot see its
difference from other Android phones.
- Bphone's failure comes from many reasons such as competition, product
promotion strategy is not really effective, product pricing strategy is not really correct.

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 - Most results show that customers have average satisfaction with both the design
and quality of Bphone.
- There are only very few reviews (2-4%) stating that they are extremely
dissatisfied or completely satisfied (8-12%) with Bphone products.
- Most customers (46%) are satisfied with bphone's service quality.
2. Product category improvement policy
- Overcoming the negative points when BKAV launched versions of Bphone,
BKAV has had highlights in its product category improvement policy.
- Bphone pursues a strategy of continuous improvement to create products with
higher value for customers, while maintaining competition in the market. Bphone
always updates the latest technologies and applies them to its products, such as
artificial intelligence, high security, anti-virus, anti-theft, …
- Bphone also has an improvement strategy based on customer feedback to better
understand users' needs and desires. Bphone listens to customers' opinions through

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communication, sales and customer care channels, and uses that information to
improve products. For example, Bphone has changed the product's design, color and
packaging to suit the aesthetic taste of Vietnamese people.
- Bphone also has a strategy to innovate according to market trends so as not to
be left behind compared to competitors. Bphone researches the market to know the
important factors that affect customers' purchasing decisions, such as price, quality,
brand, etc. Bphone has adjusted the selling price of the product to suit the average
price range. reach of common users, and increase communication activities to enhance
brand recognition.
 Behind the product launch, BKAV has adjusted its product improvement
policy clearly according to machine models but the results are still limited.
- First of all, let's look at the prices of Bphone 1 and Bphone 2. In 2015, Bphone
was first introduced. In this session, some experts assessed that the device only got
about 6/10 points with many errors such as frequent overheating, jerking, poor battery,
slow camera focus, blurry photos, images with noise...
- Moving to version 2, learning from the first time, the quality has improved
significantly. Many users responded that the device operates smoothly, wifi is good,
and errors of overheating or poor battery have been listened to and fixed by the
manufacturer. But quality alone is not enough.
- So after the first two versions, the key that the Bphone team needs to focus on is
products with mid-range prices but stable quality. Moreover, in 2018, Bphone 3 was
introduced to the market with a mid-range price. BKAV is also smarter in pricing
Bphone 3: In addition to the mid-range version priced at 6.99 million VND, there is
still another version called Bphone 3 Pro, priced at 9.99 million VND. This strategy
helps BKAV increase the ability to "bring Bphone 3 to every door" but does not go too
far in positioning the high-end segment.
- Nearly a month after the launch of B86, some users discovered that the
smartphone has yet to achieve Google’s security certificate – Play Protect.
Accordingly, the Settings menu of the Play Store on B86 devices says the device is not
certified.

15
 - However, BKAV asserted “Bphone fulfills all production requirements that are
required of other manufacturers. The only difference is that instead of getting Google’s
direct approval, Bphone has been approved by one of Google’s authorized partners”.
- Model Bphone A40/A50/ A60, A85 Previously, when launching Bphone B86,
these BKAV smartphones were not able to obtain this certification immediately,
making users unable to download applications, including the Netflix application.
However, on these new A series Bphones, BKAV has overcome that, they have Play
Protect on their commercial Bphones.
What's more, with 5g network connection and reasonable prices ranging from
4,49 million VNĐ to 9,49 million VNĐ.
 Consequences of after improving model machines Bphone: In general,
there is still no outstanding breakthrough in the Vietnamese market. There are some
customers respond about negative and positive of seri Bphone:
- Negative:
 Besides the phone speaker and battery, compatibility issues between hardware
and software are also being questioned by BFans. Many users said that the B86 often
freezes and automatically quits while using the application. Trong Binh shared: "I feel
like the software on B86 is seriously buggy. Applications often get out, all apps in the
collection are also out for no reason.
- Positive: Moreover, the extended policy and warranty was positively improved
following model machines:
Previously, Bphone 1 was sold only through online channels, buyers placed
orders and BKAV delivered them to their hands. In total, more than 10,000 official
orders were placed, but only a third of them were met.
With Bphone 2, statistics conducted a month ago showed that more than 12,000
devices were delivered to customers through phone supermarkets and cooperation
programs with network operators.
Switching to the Bphone 3 model, BKAV switched to the distribution method
via chain link because many people complain about not being able to access Bphone
and not having the opportunity to experience it.

16
 Although the Bphone A line does not receive as much advertising investment as
the previous lines, the improvements in design, configuration, price and support
policies are quite clear, but its effectiveness is still not as expected.
3. Bphone's support policy
- Warranty period:
 Based on the date of purchase (based on electronic warranty activation or
purchase voucher). The product can consist of many different parts and different parts
have different warranty periods.
- General conditions:
 The product is still under valid warranty conditions.
 Full valid purchase documents.
 Not in the 'DE warranty Denial' category.
 AirB wireless phone and headphone products sold after 30 days will be 1 for 1
an equivalent if there is an error from the manufacturer.
- Warranty conditions:
 The product is under warranty.
 Damage due to component quality or technical errors in the production process.
 Products brought to the Warranty Center must have a warranty stamp and a
valid warranty card or document of that product.
 The product is not in case of warranty denial.
- Refuse warranty:
 Products subject to one of the following conditions will lose their warranty
rights:
 The product is out of warranty.
 Products are damaged due to natural disasters, fires, floods, lightning strikes,
insects, and animals.
 The product is placed in a place where dirt, moisture, get into the water, and
absorb water.
 The product is deformed due to thermal and external effects.
 The product has mold, rust or is eroded or oxidized by chemicals.
 The product is damaged due to incorrect voltage and current.

17
 - The policy of warranty: BKAV customers can make all transactions at stores.
All are carried out according to their own processes and standards to ensure the quality
of work, so that customers can be served as quickly as possible. For minor problems,
technicians fix them on-site for customers. For bigger problems, the phone will be
returned to the main service center for inspection.
 Bphone A's warranty policy has some differences compared to previous
models, including:
- Warranty period: Bphone A has a warranty period of 12 months for the
device and 6 months for accompanying accessories, while previous models have a
warranty period of 18 months for the device and 12 months for accessories.
- 1 for 1 exchange warranty: Bphone A only has a 1 for 1 exchange warranty
within 30 days if there is a manufacturer error, while previous models have a 1 for 1
exchange warranty within 60 days.
- Equivalent 1 for 1 exchange warranty: Bphone A has an equivalent 1 for 1
exchange warranty after 30 days if there is a manufacturer error and the device does
not have many scratches, while previous models do not have this policy.

4. New product policy

- 2022: Bphone A85 5G
- Launched 25/04/2022
- Design: curved beveled screen on the edge, integrated fingerprint sensor, large
rear camera cluster. The back is a leatherette material engraved with the 'B' logo and
the product name 'Bphone A85 5G'
- Sales: Vietnam's smartphone market share accounts for 0.2%
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 Bphone A85 5G: 300 units
Bphone A50 and A60: each model about 50 devices
=> This is a very small number compared to the market that is consuming about
one million units per month in Vietnam.
- Revenue: losses "Up to now, we have spent more than trillion VND in cash,
never earned any money, but I didn't do it cheaply right away" - Mr. Nguyen Tu
Quang's sharing about the strategy of making Bphone.
- 2023: until now, nearly 1.5 years after the bphone A85 product line launched in
April 2022, BKAV has not launched any new phone product lines.
- In 2022, the Bphone A85 series was launched. Through the survey, up to 56%
of consumers are interested in the design and product support policy of Bphone A85.
- This is a small number, but it is not enough to achieve success when up to 22%
of consumers feel that Bphone's design is not eye-catching and the support policies are
not outstanding.
- Bphone's failure comes from many reasons such as competition, product
promotion strategy is not really effective, product pricing strategy is not really correct.
- Because it is the first phone company produced by Vietnamese people, the vast
majority of customers want this phone company to develop further.
III. Solutions of Bphone
1. BKAV’s solutions
1.1. Price
- Compared to the previous 4 generations of Bphone that were positioned in the
high-end segment, the Bphone A Series launched in 2021 with 3 versions: Bphone
A40 with a price of 4,490,000 VND, followed by Bphone A50 with a price of 5,490
VND. 000 and the most advanced version is Bphone A60 with a price of 6,490,000,
targeting the popular customer segment, suitable for the income of Vietnamese people.
Since the price difference between A40 and A60 is 2 million VND, consumers often
choose A40. So they added the A50 to blur the gap between lower priced and higher
priced products. From there, it will make customers see that they only need to spend
an additional 2 million VND to own a more modern product.
- All Bphone A series models are designed and manufactured by BKAV in
cooperation with China to reduce costs.
1.2. Security

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 - As the leading cybersecurity company in Vietnam, BKAV has brought the best
security features to the Bphone A Series, especially anti-theft capabilities. Currently,
no smartphone company can integrate anti-theft technology deep into the hardware
like Bphone. With other smartphones, when lost, bad guys only need to restore the
device to factory settings (Factory Reset) to use it, but with Bphone, that is impossible.
According to statistics, up to 89% of Bphone customers have found their lost devices.
1.3. Technologies update
- Besides, anti-virus features, blocking spam messages, protecting banking
transactions... help Bphone users feel secure about their data, personal accounts, and
when performing transactions that require security high.
- Significant upgrades include cameras such as computational photography
camera, sNight night photography, and sMacro photography
- The BOS system is as open as Android, as smooth as IOS
- Mr. Nguyen Tu Quang called for investment capital in BKAV from Bfans
- Implement the preferential capital replenishment program for group employees
to the Bfans community, where members can participate in investment in the form of
business cooperation contracts. The program is limited to members over one year of
the Bphone Fans Club group on Facebook.
2. Proposed solutions
2.1. Place
- Immediately adjust and build offline distribution channels.
- BKAV should contact with CEO of The gioi di dong, Pico, Nguyen Kim, etc...
and make cooperations with these famous stores in order to reach larger market and
promote selling Bphone in all Vietnamese provinces.
- Contact with prominent smartphone distribution companies in some countries
(Laos, Thailand or Singapore, then continue to reach the United States and Europe)
2.2. Price
- Applying Market Penetration strategy.
- Provide a reasonable and consistent price.
- Needs to accept the low-profit during early launch.
2.3. Promotion
- Change their method of advertising.

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 - They should not compare Bphone with other products which have more
reputation and trust from many customers such as iPhone, Samsung or Sony or even
emphasize that their smartphones are much better than their competitors (this action
results in a negative impression in the public, shows an unprofessional marketing
strategy and causes controversy surrounding different brands).
- Prove Bphone is a right choice by representing their remarkable functions in
order to attract the curiosity among clients. This orientation will be more convincing
and perform a healthy competition, which also can help raise the firm’s reputation.
- Extensively open exhibitions and display Bphone as well as regularly make
advertisements on television, especially in golden times. They could use other vehicles
to reach new customers such as radio, magazines and social networks.
- They can learn from their rival as well, Oppo, which has succeeded in inviting
famous singer - Son Tung MTP to quickly introduce their smartphone to the public.
Therefore, BKAV should:
 Take the advantage of celebrity's influence to widen brand awareness.
(They can learn from their rival as well, Oppo, which has succeeded in inviting famous
singer - Son Tung MTP to quickly introduce their smartphone to the public).
2.4. Product
- BKAV needs to enhance the quality of the product, eliminate errors and
mistakes in the production process.
- BKAV should also concentrate on studying market trends to meet customer’s
needs.
Besides, information systems should be set up to support customers and illustrate the
warranty program of the company.
- Impacts on the environment also need to be an important concern for the
company since they play a crucial role in achieving sustainable development as well as
maintaining their business reputation.
 Analyze feasibility and reasons solutions:
- Upgrade design and product quality:
 Reason: Upgrading product design and quality can create a positive impression
on customers, provide additional value and be competitive in the market.
 Feasibility: Effectiveness can be measured through increased sales, market
share growth, and change in brand image.
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 - Technology and hardware updates:
 Efficiency: Technology and hardware updates can help products maintain their
appeal and meet consumer needs, helping to create competitive products and attract
the market.
 Evaluation: Effectiveness can be measured by tracking sales growth, customer
feedback, and target market.
- Improve distribution and service systems:
 Efficiency: Improving distribution and service systems helps products reach
customers effectively and build trust. Excellent service can create customer loyalty.
 Evaluation: Performance can be measured by tracking sales growth, customer
reviews of service, and delivery times.
- Building relationships with partners:
 Efficiency: Cooperating with partners can provide additional value to Bphone
products and expand market presence.
 Evaluation: Performance can be measured by tracking sales growth, partner
evaluations, and engagement with new partners.
- Pricing and marketing strategy:
 Efficiency: This includes competitive pricing and pricing based on the value
provided. Creative marketing campaigns can create brand awareness and generate
customer interest.
 Evaluation: Effectiveness can be measured by tracking sales growth, customer
quality, and brand image.
- The effectiveness of these measures will depend on correct implementation,
strategic vision, and ability to meet market requirements. It is important to test and
evaluate the effectiveness of each measure to adjust as necessary and ensure that they
contribute to the long-term success of the brand.

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 IV. Sources:
https://minhanvietnam.com/BKAV-se-dua-bphone-3-den-cua-tung-nha/
Chính sách bảo hành Bphone, AirB | BKAV Corporation
https://bphone.vn/chinh-sach-bao-hanh.
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