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INTRODUCTION Since we are living in the context of cross-culture and globalization, it is very important for all international companies

to find out the best strategies to penetrate new foreign markets. As a result, our research is introduced with the 4Ps of marketing strategy of a specialist shopping mall developer AEON Mall. This research will focus on its activities in Vietnamese market, since Vietnam saw double digit value growth in retailing in the last five years, making it a prime target for AEON, which has similar outlets in only three other Asian countries. AEON, one of Japans largest retailers, opened its first shopping mall in Ho Chi Minh City, Vietnam in January 2014. The mall is one of the largest shopping mall in Vietnam and includes an AEON hypermarket inside the facility. AEON Mall plans a fast expansion in the country, which will heat up competition with local Vietnamese players. Researching the 4Ps of marketing mix of AEON Mall has piqued our curiosity often and sufficiently challenge our analytical powers. However, with our limited knowledge, we obviously was not able to cover everything related to marketing strategy which is a very broad topic. We hope this modest research would bring some new information about a Japan's single-largest shopping mall developer and its strategy on the way penetrating our market. Our research method focuses on quantitative approach which is conducted to give us some preliminary insights about the opinions, attitudes and beliefs of customers through AEONs strategy as well as to help us design a more useful and actionable questionnaire and online survey. With the information collected on the survey, we can analyze and figure out the benefits brought by the 4Ps of marketing strategy and solutions for some weaknesses remained. This research consists of four sessions. Session one is an introduction. Session two is about the research of 4Ps marketing strategy of AEON Mall in Vietnam: problem of statement, research objectives, scope of the research, literature review. Session three is research method questionnaire and online survey. Session four is research timetable, and the finally the research ends with some conclusions and suggestions.
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LITERATURE REVIEW

Nhm: NEMO | Ngy kho st: 08/04/2014 B GIO DC V O TO TRNG I HC S PHM THNH PH H CH MINH KHOA TING ANH MN NGHIN CU THNG MI

PHIU KHO ST
TH HIU CA KHCH HNG I VI TRUNG TM THNG MI AEON THNH PH H CH MINH
Xin cho Anh/Ch, Chng ti l nhm sinh vin Khoa Ting Anh trng i hc S phm TP.HCM. Chng ti ang thc hin cuc kho st v Th hiu ca khch hng i vi Trung tm thng mi AEON Thnh ph H Ch Minh. Kt qu kho st s gip chng ti nm bt r hn tnh hiu qu t chin dch marketing ca Trung tm thng mi AEON mang li, t a ra mt s xut nhm nng cao li th cnh tranh ca doanh nghip trong tng lai. Chng ti xin cam oan mi thng tin m Anh/Ch cung cp s c bo mt tuyt i v ch phc v cho mc ch nghin cu. PHN I: THNG TIN CHUNG: Gii tnh: tui: Ngh nghip: Thu nhp : Nam Di 25 tui Hc sinh, sinh vin Cng nhn vin chc Di 5 triu ng T 10 - 20 triu ng PHN II: THC TRNG: 1. Anh/Ch n Trung tm thng mi AEON cha ? N T 25 - 45 tui Trn 45 tui Ni ch Ngh nghip khc T 5 - 10 triu ng Trn 20 triu ng

Cha -> xin mi tip tc cu s 2 C -> xin mi tip tc cu s 6


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A
2. Anh/Ch cm thy nh th no nu c mt trung tm bn l hng u Nht Bn xut hin ti Vit Nam?

Thch th, mun tham quan Mua hng c cht lng tt Chn gi c hp vi cht lng Nh hn 200.000 T 200.000 500.000 Tin mt Th ni a

Khng c kin Khuyn mi cng nhiu cng tt Tm hiu sn phm trc khi mua T 500.000 1 triu Ln hn 1 triu Phiu qu tng Phng thc khc

3. Tiu ch mua sm ca Anh/Ch l g? (c th chn nhiu p n)

4. Anh/Ch thng chi bao nhiu cho 1 ha n (tnh theo VND):

5. Anh/Ch thng thanh ton ha n bng hnh thc no?

B
6. Anh/Ch c thng xuyn n AEON hay khng?

Hng ngy 1- 2 ln Mua sm Gii tr


8. Anh/Ch bit n AEON t ngun no?

2 - 5 ln Trn 5 ln n ung Tham quan TV Bo/ tp ch Qun o Vui chi, gii tr


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7. Anh/Ch thng n AEON v mc ch g ? (c th chn nhiu p n)

Internet Quy thc n M phm

Gia nh, bn b

9. AEON, Anh/Ch thch gh thm gian hng no nht?

T cu 10 n cu 13, Anh/Ch nh gi nh th no v mc ng vi cc tiu ch sau trung tm thng mi AEON. nh du X vo Anh/Ch cho l hp l nht theo s im t 1 n 5 tng ng: 1. Rt ng 2. ng 3. Bnh thng 10. V sn phm Tiu ch Cht lng sn phm tt, a dng v mu m Sn phm c ngun gc, xut x r rng Cch b tr hng ha hp l, d tm, tit kim thi gian. 11. V gi c Tiu ch Gi c hp l Gi lun bnh n, khng t so vi th trng vo dp l Tt 1 2 3 4 5 1 2 3 4 5 4. Khng ng 5. Hon ton khng ng

12. V a im mua sm Tiu ch Nm khu vc sm ut a im d tm, thun tin Thit k khng gian p, rng ri, thoi mi 13. V chnh sch tip th v u i Tiu ch Qung co rm r Thng xuyn tng phiu qu tng khi mua sn phm C nhiu chng trnh u i gim gi Lun c chng trnh tch ly im
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PHN III. GII PHP: Anh/Ch vui lng nh du X vo nhng p n ph hp hoc cung cp thm kin. 14. Anh/Ch mun thay i g v cht lng sn phm AEON:

Thm nhiu mt hng Nht a dng thm sn phm tt, khng cn thay i Khc...
15. Anh/Ch c kin v gi c AEON:

Gim gi Khng c kin Trng thm nhiu cy xanh Tng thm cc tuyn xe but min ph

Gi nguyn Khc.....

16. i vi khu vc AEON ang ta lc, Anh/Ch mun ci thin iu g:

B tr thm nhiu ch ngi pha ngoi trung tm Khc.......


17. Anh/Ch c gi g hnh nh AEON hng ti ngi tiu dng rng ri hn:

Qung co trn TV Xut hin trn bo, tp ch T chc nhiu s kin hng ti cng ng Khc...
----------HT---------XIN CHN THNH CM N S HP TC CA ANH/CH!

RESEARCH AGENDA

Week 1

Date 11/02/2014 (1p.m 3p.m)

Place

Content

Member in charge

UP

Members meeting

All members

Choose topic 2 19/02/2014 (8a.m 10a.m) UP Assign tasks to members Prepare proposal Prepare presentation W.S Caf Prepare questionnaire 05/03/2014 (8a.m 10a.m) 12/03/2014 (2p.m 4p.m) 6 20/03/2014 (1p.m 3p.m) 7 27/03/2014 (1p.m 3p.m) W.S caf List difficulties and completed works Prepare gallery work
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All members All members

All members Trc Vin Nguyn nh Thin Bo All members

24/02/2014 (3p.m 5p.m)

UP

Conduct the survey basing on questionnaire

All members

UP

Continue to complete the survey

All members

UP

Interview subjects

All members

All members

03/04/2014 (1p.m 3p.m)

UP

Collect data to draw charts, tables Gather knowledge about the topic Assign tasks to write research paper

All members

09/04/2014 (3p.m 5p.m)

W.S caf

Write research paper

All members

10

16/04/2014 (1p.m 3p.m)

UP

Review grammar and combination of each part in research paper

All members

11

23/04/2014 (1p.m 3p.m)

UP

Complete the research paper

All members