| Abstract | Established since 1964, Ha Tien 1 Cement Joint Stock Company (HT1) was the State
owned enterprise, governed by the Ministry of Construction and had been equities on
2006. Over 45 years of development, it has yearly production and sales around 2.0 million
tons of cement and become the leading cement companies in Vietnam. With many
different kinds of product and with a reasonable price policy, HT1 has got much attention
and interest from the customers.
In order to increase the sales volume and expand its market, the Company has made a
business plan and the strategy development. One side, HT1 shall diversify its kind of
products and reduce the input expenditures to decrease the product price. In other side,
HT1 shall re-organize and enhance the distribution channel though wholesales, the main
distributors of HT1. Besides, HT1 shall put out many promotion programs such as
advertising, promotion campaign and customer care service…
The research provides an overview the cement market in Vietnam, performances of HT1
and its competitors. The research has also gone through the analysis of current situation of
HT1’s market, existing marketing activities to identify the strengths and weakness of HT1.
Therefore, the marketing mix strategy is recommended. |