FOREIGN TRADE UNIVERSITY FACULTY OF BUSINESS ADMINISTRATION -*** - GRADUATION THESIS Major: International Business Administration MARKETING ACTIVITIES IN AN CHAU PHARMACEUTICAL JOINT STOCK COMPANY Student full name Student ID Class Intake Supervisor Hanoi, May 2015 : Tran Thi Thanh Tam : 1113250035 : English 14 : 50 : MBA Nguyen Duc Nhan ACKNOWLEDGEMENT This graduation thesis is the result of thirteen weeks of research and writing during the last semester of my final academic year at Hanoi Foreign Trade University It has been an interesting and learning experience In fulfilling this thesis, I would like to give my special thanks to many people for their significant help, contribution and recommendation during my writing process First and foremost, I am heartily thankful to my supervisor, MBA Nguyen Duc Nhan, whose encouragement, guidance and support from the initial to the final level enabled me to develop an understanding of the subject Secondly, special and grate thanks must go to all the managers, staffs and customers of An Chau Pharmaceutical Joint Stock Company, Ha Noi Capital for their cooperation that helped me in this study Futhermore, I offer my regards and blessing to my family and friends who support respect during the completion of the thesis Lastly, gratefulness is to the readers whose feedback will help much in improving the thesis Hanoi, April 2015 Tran Thi Thanh Tam i ABSTRACT The graduation thesis represents the results of research on marketing activities of An Chau Pharmaceutical Joint Stock Company The purposes of this study are to identify the marketing activities of An Chau Pharmaceutical Joint Stock Company and measure factors affecting to the marketing activities Then, base on that, some recommendations are put forward to help An Chau PJSC improve the quality of medicines and enhance the effective of marketing activities Currently, An Chau PJSC has launched drugs in all 63 provinces and cities in Vietnam However, due to some reasons both objectively and subjectively, it is impossible to conduct the research on marketing activities in all provinces and cities in Vietnam Therefore, an area should be selected to be the representative for the whole country In this thesis, Some province like Ha Noi, Nghe An, Ha Tinh, Da Nang, Hai Phong is chosen to study because it is the most convenient area for the researcher In addition, this branchs has a huge number of customers of An Chau PJSC Therefore, it may be given more accurate information and able to take the right actions Questionnaires were sent out to 210 customers of An Chau PJSC in some province above but only 150 collected responses were usable ii TABLE OF CONTENTS TABLE OF CONTENTS i LIST OF ACRONYMS .iv LIST OF TABLES AND FIGURES v INTRODUCTION 1.1 Background and cause of this paper: 1.2 Objective 1.3 Research questions 1.4 Research scope 1.5 Structure of the thesis LITERATURE REVIEW 2.1 Overview about Marketing 2.1.1 History of Marketing 2.1.2 Definition of Marketing 2.1.3 The Role of Marketing 2.1.4 Marketing in pharmaceutical 10 2.2 Basic content of Marketing Mix 10 2.2.1 Product .11 2.2.2 Price 18 2.2.3 Place 22 2.2.4 Promotion 24 RESEARCH METHOD .29 3.1 Pharmacy marketing research 29 3.2 Research process for thesis 29 3.2.1 Recogniance survey 29 3.2.2 Questionnaire design 29 iii 3.2.3 Data collection 31 3.2.4 Conducting the results 31 DISCUSSION AND FINDING 32 4.1 Company background 32 4.1.1 General information 32 4.1.2 Establishment and development process 32 4.1.3 Vision, mission, values 33 4.1.4 Organization chart 35 4.1.5 Human resources 36 4.1.6 Production 37 4.1.7 Monthly financial result 38 4.2 Analyzing marketing activities of An Chau PJSC 39 4.2.1 Factors affecting the marketing activities in An Chau PJSC 39 4.2.2 An Chau PJSC market 47 4.2.3 Distribution strategy 47 4.2.4 Price 50 4.2.5 Product .53 4.2.6 Promotion and business assistance policy 59 4.3 Pros and cons of An Chau Pharmaceutical Joint Stock Company’ marketing environment 63 4.3.1 Strengths 63 4.3.2 Weaknesses .63 SOME SUGGESTIONS FOR THE MARKETING ACTIVITIES OF AN CHAU PJSC 66 5.1 Objectives and development orientations of the company 66 5.2 Oriented strategies from the SWOT matrix Marketing 67 5.3 Customer feedback about the marketing activities at An Chau PJSC .69 iv 5.4 Some supporting solutions for Marketing activities 69 5.4.1 Improving and developing the market research activities 70 5.4.2 Improving product activities .70 5.4.2 Improving pricing activities 72 5.4.3 Improving distribution activities 74 5.4.4 Improving promotion activities 75 5.5 Limitations of the study and suggestions for future work 77 5.6 Contributions of the study 78 REFERENCE .a v LIST OF ACRONYMS R&D PJSC SMBs ETC OTC BOD ROE Research and Development Pharmaceutical Joint Stock Company Small and medium enterprises Ethical Drugs Over the counter Board of Directors Return On Equity vi LIST OF TABLES AND FIGURES Figure 2.1 The Marketing Mix Model 16 Figure 2.2 Product levels 18 Figure 2.3 Stages on the Product Life Cycle Marketing 19 Figure 2.4 Channels of distribution 28 Figure 4.1 Logo of An Chau Pharmaceutical JSC 37 Figure 4.2 Organizational structure of the company 40 Figure 4.3 Growth of the total amount used drugs Vietnam 46 FIGURE Figure 4.4 Distribution channel of An Chau PJSC TABLE 53 Figure 4.5 Product Structure of An Chau 2014 60 Figure 4.6 The dosage form, levels, packing of paracetamol 62 Figure 4.7 Form of advertising signboards drugstores 65 Table 4.1: Revenue, profit and retained earnings from 2012 – 2014 44 Table 4.2 Revenue on customer group 53 Table 4.3 The Sale Promotion Program of An Chau PJSC in 2015 57 Table 4.4 The discount policy for clinics and hospitals 58 Table 4.5 The product development portfolio in width in 2014 59 Table 4.6 The revenue of Children product group 61 Table 4.7 Portfolio of ingredient liver medicine in 2014 61 Table 4.8 The development of products which have Ginkgo Biloba 64 vii INTRODUCTION 1.1 Background and cause of this paper: Economic crisis has led to the decline of areas of the economy while Medicine Industry is still considered to grow with the average speed growth of 18.8 % per year in a 5-year period from 2009 to 2013 (ViettinbankSc Report, 2014) The primary factor that impacts on this trend is that medicine can not be replaced by any other products and the awareness of Vietnamese about medical and health care has also improved Vietnamese pharmaceutical market has the highest growth level in South-east Asia, about 16% every year (ViettinbankSc Report, 2014) The total consumption value of tobacco was $3.3 billions in 2013 and it is predicted to increase by $10 billions in 2020 (FPTS Report,2014) All the sectors of the economy are accepted and can participate in Vietnamese medicine market for advancing medicine supply By the end of 2013, there has been 4560 enterprises participating in supplying and contributing medicine, there are 1336 domestic medicine enterprises among them and 425 foreign ones that are licensed for business activities in Vietnam (FPTS Report,2014) The participation of private companies with their simple organizational structures,flexible business strategies and high adaptation to market fluctuation has contributed to change Vietnamese medicine market Medicine market is getting overheating with average speed of growth 17% (FPTS Report,2014) However, most of medicine private businesses have small scales, limited economic potential, small nomenclature and severe competition between companies as well When it comes to this situation, if the medicine enterprises want to develop stably, they have to not only attach special importance to both technology and human resources’ investment but also specially attend to handle marketing strategies creatively in order that they can get market opportunities and their own competitive advantages Marketing strategy not always decide an enterprise’s success or failure; nevertheless, it is indispensable An Chau Pharmaceutical joint-stock company, a private company which majors at producing and dealing in domestic medicine It is trading in an overheating market filled with opportunities but threats as well If it want to exist and develop, it is essential that this company should have a certain marketing strategy and proper solutions to compete with its rivals (currently, the company just provides general solution and has not had an official marketing department) Therefore, I suggest that implementing a project to analyze the marketing activities at An Chau Pharmaceutical Joint Stock company is a necessary step to meet the customers’ demand and evaluate the effective of marketing activities With this actual condition and my internship period at An Chau PJSC, I hope that my topic which is about “ Marketing activities of An Chau Pharmaceutical joint – stock company ” will assist the company in having a general look at its current Marketing activities and solutions given will support the company to improve their medicine business operation, which is expected to contribute to advance their revenue and profits as well 1.2 Objective An Chau PJSC is a local company, with years of construction and development medicines The company has been strides and achieved relatively good results But the economic situation of open competitive today, the company faced many difficulties The current marketing strategy of the company purely generic, while Marketing has a very important role The research topics of significance in terms of practicality Topical help companies with the overall look of marketing activities in recent years and propose some solutions to improve business performance of the company Pharmaceuticals Besides, the subject can be used as materials for the project, other research on the role and performance of Marketing, the performance of pharmaceutical companies in the next phase Besides, the application of knowledge Marketing_Mix, through analysis of the actual economy, from customers as well as the current situation of the company to The company must apply the fixed discount rate for each mediate item to avoid conflict in the channel and control the price when retail drug in the districts and establishments markets 5.4.3 Improving distribution activities It can be said that, anyways, people all use medicines, at least the common cold pill, and they only need when they are sick Therefore, as a drug business company, it is important to ensure the timely supply of medicines It is also essential to improve people’s knowledge to strengthen the implementation of prescribing and selling prescription drugs of dietary supplements To control the distribution channel, the company had better have commitment of the intermediary when making purchase agreement on the number of buyers, while buyers, delivery mode and require their loyalty They also need reach the agreement so that mediators keep the sales prices in the permitted limit and advdertise largely their companies, provide information about the volatility of the market In turn, companies have incentives (advertising support, training, reward ) for those who implement this commitment To reduce ending stocks, companies should mark actively producing policy, the inventory control As for the long inventory as Agivit Plus, Glucosamine etc, should take sales promotion and releasing timely measures to recycle capital in order to reduce inventories at their lowest Companies should take more care of medicines preseration, have drugs regulations to suit the present circulation and contribution situations; have the appropriate funds to improve facilities, purchase of equipment and service for medicine storage system The company's warehouse should be built according to the safety and professionals requirements, conducted against: confusion, overdue, theft, fire, termites and cockroaches Adjusting the sale discount based on a number of conditions to create flexibility, flexibility of price: increased discounts for buyers who bought in greater numbers or pay immediately or are the provincial pharmaceutical companies, conducted separately for each discount promotions to each type of separate line 5.4.4 Improving promotion activities 74 To promote marketing becoming a policy that has the effect of promoting sales, expanding markets and improving competitiveness in the market, it is neccessary to the followings: - Advertising: identify correctly targeted customers before proceeding advertising on mass of media (pure form, radio, newspapers, magazines, hoardings, apphich ), build advertise script that is properly right on target customer groups identified for the ad to be effective worthy invest money Companies can support ad by supporting glass for each unit pack, building signs in the wholesale and retail store; should have the outdoor advertising hoardings in port construction companies and some commuter crowded places Additionally, the company conducted a call, send catalogs via the Internet to promote the brand and its products Mouth advertising by a team of medical representatives should contact to the prescription doctors, hospital clinics to convince doctors introduce the company's drugs for patients Periodically check their marketing knowledge so that every employee in the team could strengthened their marketing knowledge Organization corporate market should separate those specialized statistics, analyzes and reports on the transformation of the market with a team of medical representatives When having clear division of tasks, all will have an intensive sense of responsibility at work leads to a better result Those who specialize in making the company's marketing experience, enthusiasm and knowledge is not enough that there should be persons with appropriate professional qualifications Payoff regulations are under sales, debt limits, prescribed coefficient encourage new sales Companies need to increase cost of sales, now this figure has proportionately too small compared to the revenue (average 2,088) should be increased to at least 4% - Newspapers channel needs to reassess audience of each magazine, and compared with the target customers of each product to save funds and enhance marketing efficiency 75 - Advertising on TV, radio need take images that cover the principal target customers Company leaders need to value the role of advertising in conjunction with the marketing department of the company, have specific plans for advertising as advertising expense, have consciously prepare advertising messages for each ad type and frequency of medicine, appropriate advertising time to be able to attract all audiences watch television, listen to radio To attract the most viewers, the company must conduct advertising on television every batch of 15 consecutive days, each day 1-2 times, duration of about 30 seconds, time: from 12 am to 13 pm at lunch, before dark cinema in the evening, from 20 hours to 20 hours on VTV1 and VTV3 30 While conducting the ads should strictly abide accordance with the contents Drug Administration approval - Stimulating consumption: Organization of seminars, conferences customer; in remote areas where lack of medicine, companies conduct drug promotion, and in the major cities should adopt other gifts As for these new medicine, they donate doctors at the hospital so that they try to patients, which is an important place to introduce the best and won the hearts of patients Rewards for regular customers buying in bulk as the pharmaceutical company Limited province Participation in trade fairs outside the purpose of sales, find new customers, strengthen communication and exhibition market study also reinforce the brand for its products - Direct marketing: company officer should have the relationship with the media to get the article propaganda about the company and its products Communicate with legislators, state officials to have advantages in their business processes Depending on the situation, the company needs to conduct a number of tasks such as direct mail, online sales to make a scale expansion of its pharmaceutical market - Direct sale: The company should open some drugstores to introduce products combine selling direct products if customers need in some populated city like Vinh city, Hai Phong City, Bac Ninh City, Hoa Binh City etc - Marketing online: Investing in human resources and funding for development brand of An Chau PJSC through the channels: social, website, SEO tools, SEM, email 76 marketing This is an emerging marketing channels, there should be have long-term strategy and invested properly 5.5 Limitations of the study and suggestions for future work This section will discuss some potential limitations of the study The constraint of time and the limitation of my knowledge have considerable effects on the study Being well aware of the limitations of the study, I would give some suggestions for future work in the mean time Firstly, the scope of the study was in some branch of a large organization, while a larger scope such as in the whole organization or in one industry would make the study more meaningful with more significant contributions Future research should extend the scope to study marketing activities in pharmaceutical company In addition, the survey questionnaires were distributed to a small proportion of An Chau’s customers (only 150 customers over 4,000 customer of An Chau PJSC) The small sample size may affect the reliability of the study The problem is whether the sample reflects the population Future work should collect data from a larger sample size in order to ensure the accuracy and the significance of the survey results Thirdly, because of the constraint in relationship with An Chau's customers and lack of survey questionnaire software, I tried to shorten the questionnaire in order to reduce boredom, fatigue or even ignorance of the respondents, so that enough data could be collected As a result, the number of items in the questionnaire was small, which may influence the reliability and accuracy of the measurement If the survey were carried out as one program in the organization, it would be easier to spread out the survey to customers by variety of ways Moreover, the customers would perceive research that is more professional and then be more engaged and careful in answering the questions Another limitation of the study was about data analysis method Due to inadequate knowledge in statistics and econometrics, I utilized just few and simple statistical procedure to analyze the data More statistical procedure should be applied to 77 check the significance of the measurement and to have more analysis of the data such as analysis by demographic variables to see if there is any difference between respondents of different demographic characteristics This would make the study more informative and meaningful Lastly, I suggest that other methods apart from questionnaires should be used in order to collect qualitative data Methods such as direct interview both individually and in a group or observation or mixed method should be applied wider and more regularly 5.6 Contributions of the study The results of this study provided An Chau’s management with an insight into their marketing activities of An Chau PJSC Results on factors strongly contributing to the marketing activities and the satisfaction level towards each factor helped An Chau be aware of what areas marketing they should focus on in order to improve and increase customer satisfaction The thesis also gave some practical recommendations for the organization on how to improve and develope marketing activities of An Chau PJSC to be deserved with its slogan The organization could take these recommendations into consideration in their effort to improve product strategy, pricing strategy, distribution strategy to avoid overlaps in the distribution channel, enhance marketing promotion This study finally contributed a small portion to the Vietnamese literature on marketing activities, which is still limited Future researches could base on findings of this study as well as the suggestions for future work provided in the previous section in order to investigate the issue of marketing activities in pharmaceutical sector in particular and all industries in general in Vietnam context 78 RECOMMENDATIONS After the process of practice and research in An Chau Pharmaceutical Joint Stock Company, beside the above solutions, I would like to have a few following recommendations to the State and Vietnam Pharmaceutical Association, to help Vietnam Pharmaceutical industry in general, Chau An Pharmaceutical Corporation in particular to develop, create more jobs for the society, enhance competitiveness, strong economic integration in the region and all over the world For State: - Quickly bring the country out of the current crisis situation, create an activity - center for the unit Provide incentives for the pharmaceutical industry in our countries such as: hospitals should use national pharmaceutical products more This aims to help create a competitive advantage against foreign pharmaceutical corporations Because the tendency of the Vietnamese prefer foreign goods is a matter for the domestic business unit For Vietnam Pharmaceutical industry associations: - Further promote the organization, trade promotion to enable companies to introduce photos, the company's products to major markets - Support the domestic pharmaceutical company in a more favorable product sales for the hospital as: Creating conferences between hospitals, medical centers and pharmaceutical companies with Vietnam 79 REFERENCE Kotler, P and Armstrong, G (2012) Principles of marketing 14th ed Englewood Cliffs, N.J.: Prentice Hall Alderson, W and Cox, R (1948) ‘Towards a theory of marketing’, Journal of Marketing, 13(2): 137–52 Jones, D.G.B and Shaw, E (2002) ‘A history of marketing thought’, in B Weitz and R Wensley (eds), Handbook of Marketing, pp 39–65 London: Sage Assael, Henry, and John Keon (1982), "Non-Sampling vs Sampling Errors in Survey Research", Journal of Marketing, 46, 114-123 Baker, Michael J (1998) Dictionary of marketing and advertising (3rd ed.) London, UK: Macmillan Barlon, K (2006) "The concept of the marketing mix" Presentation on marketing management, vol 1, September, 2006, pp 2-7 Keith, R.J (1960) ‘The marketing revolution’, Journal of Marketing, 24(3): 35–8 GUNDLACH GT The American Marketing Associa-tion’s 2004 Definition of marketing: perspectives on its implications for scholarship and the role and responsibility of marketing in society J Public Policy Mark 2007; 26: 234-245 Borden, N (1964) "The concept of the marketing mix" Journal of Advertising Research, vol 4, June 1964, pp 2-7 10 Brownlie, D and Saren, M (1992), “The four Ps of the marketing concept: prescriptive, polemical, permanent, and problematical”, European Journal of Marketing, Vol 26 No 4, pp 34-47 11 Dillon, Madden and Firtle Marketing Research in a Marketing Environment, Times Mirror/ Mosby College Publishing, St Louis, 1990 12 Douglas, S P., & Craig, S C (1983), International marketing research, Englewood Cliffs, NJ: Prentice-Hall, Inc 13 Frazier, Gary L and Tasadduq A Shervani (1992), Multiple channels of distribution and their impact on retailing In R A Peterson (Ed.), The future of U.S retailing: an agenda for the 21st century (pp 217–238) New York: Quorum Books 14 Frey, A (1961) Advertising, 3rd ed., Ronald Press, New York, 1961 15 Kotler, Philip, Keller, Lane (2005) "Marketing Management", Prentice Hall, ISBN 0131457578 a 16 Naresh K Malhotra Marketing Research: An Applied Orientation International Edition Fourth Edition 2004 17 anchaupharma.com.vn, (2014) Công ty cổ phần Dược Phẩm An Châu [online] Available at: http://anchaupharma.com.vn/ [Accessed 21 Jul 2014] 18 Newpaper, T (2014) The Maketing Mix theory [online] Professionalacademy.com Available at: http://www.professionalacademy.com/news/marketing-theories-the-marketing-mixfrom-4-p-s-to-7-p-s [Accessed 15 May 2013] 19 Misa.com.vn, (2012) Học hỏi cách thức PR lĩnh vực chăm sóc sức khỏe [online] Available at: http://www.misa.com.vn/tabid/91/newsid/6269/Hoc-hoicach-thuc-PR-trong-linh-vuc-cham-soc-suc-khoe.aspx [Accessed 21 Jul 2014] 20 Truongthopharma.com/ (2014) Công ty cổ phần dược phẩm Trường Thọ [online] Available at: http://truongthopharma.com/ [Accessed 21 Jul 2014] 21 Savipharm.com.vn// (2014) VN pharmaceutical 2011-2020 [online] Available at: http://savipharm.com.vn/vi/chu-de-y-duoc/79-vietnamese-pharmaceutical-industryissues-for-the-decade-2011-2020.html [Accessed 21 Jul 2014] 22 Vtown.vn// (2014) FUNCTIONAL FOOD IN VIETNAM [online] Available at: http://vtown.vn/en/articles/functional-food-in-vietnam.html [Accessed 25 Jul 2014] 23 24h.com.vn/ (2014) Suy giãn tĩnh mạch – Căn bệnh thời đại [online] Available at: http://hn.24h.com.vn/suc-khoe-doi-song/suy-gian-tinh-mach-can- benh-cua-thoi-dai-c62a599728.html [Accessed 25 Jul 2014] 24 VNexpress.net (- information reference:http://kinhdoanh.vnexpress.net/tintuc/doanh-nghiep/nganh-duoc-pham-tang-truong-bat-chap-kinh-te-kho-khan2731378.html 25 Vietnamese pharmaceutical community (NAMUD) http://namud.vn/cap-nhat-vethi-truong-duoc-pham-viet-nam-nam-2013/ b APPENDIXES (Attached with these file) Appendix 1: Survey questionnaire on customer satisfaction of MyTV service of VNPT (Vietnamese version) Appendix 2: Survey questionnaire on customer satisfaction of MyTV service of VNPT (English version) Appendix The results from the customer’s survey, 3/2015 c Appendix 1: Survey questionnaire on customer satisfaction of MyTV service of VNPT (Vietnamese version) Bạn đánh sản phẩm công ty cổ phần dược phẩm An Châu? a b c d Chất lượng: Khơng hồn tồn hài lòng Tạm hài lòng Hài lòng Rất hài lòng a b c d Trải nghiệm lần sử dụng đầu tiên: Không hồn tồn hài lòng Tạm hài lòng Hài lòng Rất hài lòng a b c d Trải nghiệm q trình sử dụng: Khơng hồn tồn hài lòng Tạm hài lòng Hài lòng Rất hài lòng a b c d Dịch vụ chăm sóc khách hàng sau bán hàng: Khơng hồn tồn hài lòng Tạm hài lòng Hài lòng Rất hài lòng Nhìn chúng, bạn đánh giá giá sản phẩm dược phẩm công ty cổ phần Dược Phẩm An Châu: a Khơng hồn tồn hài lòng b Tạm hài lòng c Hài lòng d Rất hài lòng Căn vào hiểu biết bạn sản phẩm công ty cổ phần dược phẩm An Châu, bạn so sánh chúng với sản phẩm tương tự khác thị trường? a Tốt nhiều b Tốt c Tương tự d Tệ d Dựa vào hiểu biết bạn sản phẩm công ty cổ phần dược phẩm An Châu, bạn có mua lại chúng khơng? a Chắc chắn có b Có lẽ có c Có khơng d Chắc chắn khơng Bạn đánh chương trình chiết khấu công ty? a Rất hấp dẫn b Hấp dẫn c Bình thường d Khơng hấp dẫn Sản phẩm cơng ty có kịp thời nắm bắt nhu cầu người bệnh khơng? a Rất nhanh chóng, kịp thời b Vừa phải c Khi có, khơng d Không kịp thời 10 Bạn đánh chương trình quảng cáo cơng ty cổ phần dược phẩm An Châu (phương tiện truyền thông đại chúng, báo chí, hội nghị, kiện ): a Rất hấp dẫn b Hấp dẫn c Bình thường d Khơng hấp dẫn Appendix 2: Survey questionnaire on customer satisfaction of MyTV service of VNPT (English version) How did you evaluate An Chau’s pharmaceutical PRODUCTS ? a b c d Overall quality: Not at all satisfied Somewhat satisfied Satisfied Very Satisfied First use experience: a Not at all satisfied b Somewhat satisfied e c Satisfied d Very Satisfied a b c d Usage experience: Not at all satisfied Somewhat satisfied Satisfied Very Satisfied a b c d After purchase service (warranty, repair, customer service, etc): Not at all satisfied Somewhat satisfied Satisfied Very Satisfied Overall, how satisfied were you with price of medicines of An Chau Pharmaceutical JSC? a Not at all satisfied b Somewhat satisfied c Satisfied d Very Satisfied Based on your awareness of An Chau PJSC PRODUCTS ,is it better, the same, or worse than other same products from other brands of [ENTER CATEGORY]? a Much better b Better c About the same d Worse Based on your experience with An Chau medicines, how likely are you to buy its again? a Definitely will b Probably will c Might or might not d Definitely will not How is the An Chau’s sales promotion program? (discounts) a Very attractived b Attractived c Medium d Not attractived f How is new products of An Chau Pharmaceutical JSC promptly to meet market demand? a Very promptly b Medium c Somewhat promptly d Too slow 11 How is the An Chau’s promotion program? (Mass media, newspaper, event, advertisement ) a Very attractived b Attractived c Medium d Not attractived g Appendix The results from the customer’s survey, 3/2015 The number of Customer’s review from the survey customers How did you evaluate An Chau’s pharmaceutical PRODUCTS ? Overall quality Not at all satisfied Somewhat Satisfied Very Satisfied satisfied 150 50 0% 33,33% First use experience Not at all satisfied Somewhat 85 56,67% 15 10% Satisfied Very Satisfied satisfied 40 6% 26,67% Usage experience Not at all satisfied Somewhat 92 61,33% 6% Satisfied Very Satisfied satisfied 33 81 36 0% 22% 54% 44% After purchase service (warranty, repair, customer service, etc) Not at all satisfied Somewhat Satisfied Very Satisfied satisfied 20 125 0% 13,33% 83,33% 3,33% Overall, how satisfied were you with price of medicines of An Chau Pharmaceutical JSC? Not at all satisfied Somewhat Satisfied Very Satisfied satisfied 12 90 48 0% 8% 60% 32% Based on your awareness of An Chau PJSC PRODUCTS ,is it better, the same, or worse than other same products from other brands of [ENTER CATEGORY]? h Much Better Better About the Worse same 32 101 6% 21,33% 67,33% 5,33% Based on your experience with An Chau medicines, how likely are you to buy its again? Definitely will Probably will Might or Definitely will not might not 55 86 6% 36,67% 57,33% 0% How is the An Chau’s sales promotion program? (discounts) Very attractived Attractived Medium Not attractived 66 81 1,33% 44% 54% 0,67% How is new products of An Chau Pharmaceutical JSC promptly to meet market demand? Very promptly Medium Somewhat Too slow promptly 24 86 35 16% 57,33% 23,33% 3,33% 10 How is the An Chau’s promotion program? (Mass media, newspaper, event, advertisement ) Very attractived Attractived Medium 66 81 1,33% 44% 54% i Not attractived 0,67% ... completion of the thesis Lastly, gratefulness is to the readers whose feedback will help much in improving the thesis Hanoi, April 2015 Tran Thi Thanh Tam i ABSTRACT The graduation thesis represents... invited to survey with the hypothesis that they will fit with the whole population of An Chau PJSC customers in Vietnam 1.5 Structure of the thesis At the beginning of the thesis there is a short description...ACKNOWLEDGEMENT This graduation thesis is the result of thirteen weeks of research and writing during the last semester of my final academic year at Hanoi Foreign Trade University