Proposal

1.TOPIC:

Bao Nguyen Company and the way of changing marketing strategies : better or worse ?

2.Abtract

As the momentum of industrialization and modernization progresses, the pharmacy industry is

gradually applying technology to replace manual workers to save time and cost .Currently, Bao
Nguyen Company have use some advanced technologies to serve the working process, such as: cargo
cranes, water sprayers, electric drying ovens, pharmaceutical screening machines, vacuums. The
digital age are also have a great impact on the effective management of marketing strategies .Bao
Nguyen Company should try to use high technologies in the marketing methods to boost the
company's reputation and attract more customers .

3.Background of company

Established in late 2014, Bao Nguyen Company specializes in distributing products of Dong Y
pharmaceuticals, with clear origins, imported from the mountainous provinces of Vietnam, the
border provinces of China and imported from Korea, sent a form of verification to the Health party
and was recognized to meet the target of more than a hundred drugs. Formerly ,a long-term small
business household is trusted by famous healers in the surrounding areas, after 20 years of building,
Bao Nguyen Company is gradually taking steps to achieve these goals set out in the future.
4.Statemnet of problem

The rapid growth of medicine company and the advanced technology over the last few years has
made extreme competition between them. Nowadays, these companies have recognised the great
important play role of customers and then try many ways to build a lot of marketing strategies to
maximise company customers ( Bao Nguyen company is among these company ).

5. Purpose and scope

5.1 Purpose

The purposes of the proposal is to give the issue of the marketing of Bao Nguyen company, from
which to analyze and offer marketing solutions to boost the company's reputation and attract more
customers and Oriental medicines enterprises.

5.2 Scope

The object of research is policy of management, marketing, market development and brand of Bao
Nguyen’s company.

6. Project objective

-To identify the weakness in business performance of Bao Nguyen company.

-To evaluate the results of process of operation.

-To improve the current situation of company, for example: marketing problems.

7. Methodology research

Data are collected through data analysis, statistics and comparisons based on reports of business
results of Bao Nguyen.

8. Research questions

1. What are strengths and weaknesses of current marketing activities to attract

customers? What are causes of weaknesses and how to improve strengths ?

2. What are target customers of the company ?

3. What are opportunities and threats of the company?

4. what are effective methods to attract customers? How to improve current

situation of a company

9. Preliminary outline

9.1. Theoritical application:

The SWOT analysis- marketing theory is applied in order to find out 4 main aspects affect mainly to
company’s operation and find out the solution for current problems :

- Strengths ( Internal factor with positive influence)

- Weaknesses ( Internal factor with negative influence)

- Opportunities ( External factor with positive influence)

- Threats ( External factor with negative influence)

9.2. SWOT Analysis of Bao Nguyen Company

Strengths:
- The family-run company and a long
history with more than 20 years of
experience in Oriental medicine.
- More than hundred targeted Oriental
medicine products by Ministry of Health
in Vietnam.
- A large number of loyal customers.
- More reasonable price than other
competitors having to re-import
materials.
Weaknesses:
- The old, manual and non-automatic company
operation in the production method.
- Lack of professional human resource as well as
marketing team.
- Financial problem to expand, develop,
professionalize.
- Massive competitive opponents
 Opportunities:
- Trend for using herbal medicine is more
popular (benign, friendly-environment,
high curative effect).
- Market demand for traditional medicine
increased.
- Pharmaceutical enterprises increased
rapidly, leading to the need to find
pharmaceutical suppliers to increase.
Threatens:
- Many certifications such as: GMP, HACCP,
ISO are difficult to get
- There is no governments’ support, in
contrast, company is under pressure
from tax, economic and medical
agencies.
- Many fake and poor quality oriental
medicine products appeared on the
market at extremely cheap prices.
-

9.3. Solution and recommendation

Firstly, Bao Nguyen company should create their own marketing department. Due to the technology
revolutions during last few years, Bao Nguyen company have recognized numerous competions. To
maximize profit and attract customer, marketing department is totally needed. Beside, marketing
strategies are also significant. Bao Nguyen should create marketing strategies for targeted customer
who have consumed traditional herbal medicines, for instance: the free trial gift can be given to the
customers when they buy their products .Moreover, Bao Nguyen has already have a great number of
loyal customers, so the loyalty policy should also really important, they should offer promotions for
this type of customers in order to keep loyal customers keep on using their product in the future, for
example: Bao Nguyen can offer them a multiple discount based on how many times they bought the
product of the company . Finally, Bao Nguyen company should handle advertising campaign about
the advantages of traditional herbal medicines especially their products, the healthiness and the
effectiveness of herbal medicines are undeniable in treatment processes, media communication
means such as Facebook or Zalo are not only effective but also resonable ways to propagate about
the strengths of their product. Bao Nguyen Corp can both run an advertising campaign in these social
network and hold a workshop to introduce their products