| Author | Le Hong Tran |
| Note | A project submitted in partial fulfillment of the requirements for the
degree of Master of Business Administration (Executive) in
International Business – Management of Technology (VN), School of Management |
| Publisher | Asian Institute of Technology |
| Abstract | Though most of enterprises in Vietnam know how important digital marketing is these days, but there are still many limits that keep holding back the process to invest for digital marketing practices and strategy. Low budget, lack of experience leads to ineffective digital marketing project which is a huge disadvantage for enterprises because there are millions of people access the internet and media each minutes but posters and advertisement in the traditional way of marketing cannot reach them. Many enterprises in Vietnam experience a power gap where the decision for marketing budget is not made by marketing expert who fully understand the needs of digital marketing in today society. The great fear of trying a new strategy, new technology and new method of marketing does not allow companies and organizations to break through the traditional marketing method which is safe and positive experiences. Unlike traditional marketing, digital marketing requires human resource to have the ability to use electronic devices, to program, to catch up with international media. So when enterprises put some digital marketing projects into process, they will meet up many difficulties and problems, which lead to low productivity and waste of money. Digital marketing is the key to solve the issue of Vietnamese confectionery industry. Digital marketing solutions are developed Kinh Do Corp thus shows Vietnamese confectionery enterprises could gain advantages and to go head to head with foreign competitors. Marketing Mix is one of the most effective methods that best suit Kinh Do Corp status. It helps Kinh Do Corp to formulate an appropriate digital marketing strategy to have better implement digital marketing elements. With the right digital marketing elements, Kind Do Corp would best use their resources, to focus all their efforts into one strategy that help them gain competitive advantages over foreign competitors. The Marketing Mix provides enterprise the ability to use digital marketing deliver the right message to the right target customers at the right time and the right place. Along with the Four P’s including Product, Price, Place and Promotion, enterprises would prove to their customers the deepest impression and the best effective marketing. |
| Year | 2014 |
| Type | Project |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (Executive) in International Business - Management of Technology (VN/BKK)) |
| Chairperson(s) | Swierczek, Fredric W.;Huynh Trung Luong; |
| Examination Committee(s) | Bechterm Clemens ;Tritos Laosirihongthong; |