Facebook: @ www.facebook.com/ S Á C H – T À I L I Ệ U T H I T U Y Ể N Trang 1 FOREIGN TRADE UNIVERSITY FACULTY OF BUSINESS ADMINISTRATION ---------***-------- REPORT OF MID-TERM INTERNSHIP MARKETING SITUATIONS AND SOLUTIONS FOR PRODUCTS OF HAIHA CONFECTIONARY JOINT - STOCK COMPANY Full name: Nguyen Thi Quyen Student ID: 1111250031 Class: A14 CLC QTKD K50 Guidance teacher: Ms. Le Thu Hang, MBA Facebook: @ www.facebook.com/ S Á C H – T À I L I Ệ U T H I T U Y Ể N Trang 2 Hanoi, July 2014 TABLE OF CONTENT TABLE OF CONTENT LIST OF TABLE EXECUTIVE SUMMARY......................................................................................................1 CHAPTER1: OVERVIEW ABOUT HAIHA CONFECTIONARY JOINT- STOCK COMPANY ...............................................................................................................................3 1.1.General introduction ..........................................................................................................3 1.2 History and development progress ...............................................................................3 1.2.1 Period 1959 – 1961 ...................................................................................................4 1.2.2 Period 1962– 1967 ...................................................................................................4 1.2.3 Period 1968– 1991 ...................................................................................................4 1.2.4 Period 1992 to 2002 ..................................................................................................5 1.2.5 Period 2003 to now ...................................................................................................5 1.3 Functions and missions ..................................................................................................6 1.4 Professions and business fields......................................................................................6 1.5 Organizational structure................................................................................................8 1.6 Business situation and result of HAIHACO in 4 recent years ...................................9 CHAPTER 2: THEORETICAL FRAMEWORK...............................................................17 2.1 Key terms and definitions............................................................................................17 2.1.1 Marketing................................................................................................................17 2.1.2 Marketing research................................................................................................17 2.1.3 Targeted customers.................................................................................................18 2.1.4 Market segmentation ..............................................................................................18 Facebook: @ www.facebook.com/ S Á C H – T À I L I Ệ U T H I T U Y Ể N Trang 3 2.1.5 Methods of segmenting customer markets.............................................................18 2.2 Role of marketing .........................................................................................................18 2.3 Factors affecting marketing activities ........................................................................19 CHAPTER 3: FINDING AND ANALYSIS .........................................................................24 3.1 Select target market......................................................................................................24 3.2 Product strategies.........................................................................................................25 3.2.1 Trade mark..............................................................................................................25 3.2.2 Packing....................................................................................................................26 3.2.3