DUY TAN UNIVERSITY

NAM KHUE INSTITUTE OF MANAGEMENT

INDUSTRY: MARKETING MANAGEMENT
---------------------------

GRADUATION THESIS
TOPIC: “ STRATEGIES FOR MARKETING
BRILLIANCE: ENHANCING MIX ACTIVITIES AT
YOUR HOUSE DESIGN AND TRADING LLC ”

INSTRUCTOR : Ths. SUBHANKAR DAS

Ts. NGUYEN CAO THUC UYEN
STUDENT PERFORMANCE : DINH NHU LOAN
CLASS : K26 – QTM1
STUDENT CODE : 26207123857

Da Nang, February 2024

 TABLE OF CONTENTS
1. Reasons for Choosing the Topic............................................................................................................3
2. Research Objectives..............................................................................................................................3
3. Research Subjects and Scope................................................................................................................3
4. Research Methodology..........................................................................................................................4
5. Thesis Structure.....................................................................................................................................4
CHAPTER 1: INTRODUCTION.............................................................................................................5
1.1 Overview of Your House Design and Trading LLC.......................................................................5
1.1.1 Formation and Development Process of the Company..........................................................5
1.1.2 Organizational structure..........................................................................................................6
1.1.3 Business Industry of the Company..........................................................................................7
1.2 Overview of the Furniture Business Industry Worldwide, in Asia, and in Vietnam...................7
1.2.1 Vietnam......................................................................................................................................7
1.2.2 Worldwide.................................................................................................................................8
1.2.3 Asia.............................................................................................................................................8
1.3 SWOT Analysis................................................................................................................................9
1.4 3C Report.........................................................................................................................................9
1.4.1 Company's Activities Overview for 3 Years (2020-2023)...........................................................9
1.4.1.1 Company's Activities Overview for 2020 - 2021:.................................................................9
1.4.1.2 Company's Activities Overview for 2021- 2022:................................................................10
1.4.1.3 Company's Activities Overview for 2022- 2023:................................................................10
1.5 Customer of Your House Design and Trading LLC....................................................................10
1.6 Competitors of Your House Design and Trading LLC................................................................11
PREAMBLE

1. Reasons for Choosing the Topic

- In the context of the global economic crisis, Vietnam is also facing many new
challenges, from declining sales to increasing advertising costs. This affects businesses to
varying degrees. To overcome this difficult period, creativity in marketing is extremely
important. Focusing on customers, building long-term relationships, and leveraging
digital technology are key. Understanding the market, identifying needs, and applying
technologies such as social media marketing, email marketing, and online advertising are
effective approaches to engaging with customers. Marketing is not only important but
also a decisive factor in helping businesses survive and thrive in today's competitive
business environment.
- During my internship at the Your House Design and Trading LLC, I have accumulated
valuable knowledge about marketing mix activities and want to apply that knowledge to
enhance the effectiveness of marketing mix activities at the company. With this goal in
mind, I have chosen the topic “ Strategies for Marketing Brilliance: Enhancing Mix
Activities at Your House Design and Trading LLC ” as the research topic for my
graduation report. The purpose of the topic is to analyze the current situation of
marketing mix activities at the company in order to propose suitable and effective
marketing mix activities to help the company develop sustainably.

2. Research Objectives
- The research objectives of the company are:
+ To understand and analyze the actual business activities of the Your House Design and
Trading LLC
+ To analyze and evaluate the marketing mix activities of the Your House Design and
Trading LLC
+ To propose suitable marketing mix activities and solutions for Your House Design and
Trading LLC

3. Research Subjects and Scope

- Research Subjects: The Marketing Mix activities of the Your House Design and Trading
LLC
- Research Scope:
Spatial scope: The topic is conducted at the Your House Design and Trading LLC
- Time scope: The actual situation of the company's marketing mix activities from 2020
to 2023
4. Research Methodology
- Primary Research: Survey information from customers and information gathered during
the internship.
- Secondary Research: Based on available information from business sources such as the
Internet, marketing journals, and company documents to serve the research. Additionally,
designing customer survey questionnaires through qualitative and quantitative research
methods and conducting SPSS analysis to verify accuracy.

5. Thesis Structure
Chapter 1: Introduction
Chapter 2: Review (Identification of Problems / What you do)
Chapter 3: Proposed Solutions and conclusion / Which you think will be suitbale)
CHAPTER 1: INTRODUCTION

1.1 Overview of Your House Design and Trading LLC

1.1.1 Formation and Development Process of the Company
- Company Name: Your House Design and Trading LLC
- Trading Name: NHABAN ARCHITECH CO., Ltd
- Type of Business Entity: Limited Liability Company with Two or More Members
- Business Activities: Manufacturing, Services
- Legal Representative: Nguyen Van Thien
- Year of Establishment: 2003
- Commencement Date: June 6th, 2003
- Tax Identification Number: 0400448741
- Address: 144 Ong Ich Khiem (Phu Gia Compound high-class apartment complex), Lot
A24, Hai Chau District, Da Nang City
- Phone Number: 0903 559 911
- Hotline: (0236) 3812828
- Email: tvtknhaban@gmail.com
- Fanpage: https://www.facebook.com/tvtknhaban

1.1.1 Logo of Your House Design and Trading LLC

- Nha Ban, a company specialized in designing, manufacturing, and executing interior
decoration with prestige in Vietnam, has been established and developed since 2000.
With a team of experts including architects, engineers, experienced craftsmen, Nha Ban
commits to providing customers with perfect living and working spaces, along with
beautiful and high-quality interior products.
- With years of experience and accumulated reputation, the company has successfully
designed and executed numerous high-quality projects across Vietnam. Notable projects
include luxury villas in Hanoi, Hai Phong, Ho Chi Minh City, Da Nang, resorts in Hoi
An, interior design for Indochina Riverside Towers apartments, Thanh Binh Xanh
apartment complex, Swiss Belhotel Golden Sand Resort & Spa hotel, as well as interior
design for the Proposed Residential/Commercial Mix Development Project in Son Tra -
Da Nang, and many other projects.
- With the mission of creating classy living and working spaces, Nha Ban continuously
strives to bring the best satisfaction and impression to customers, step by step affirming
its position and reputation in the interior decoration market in Vietnam. And Nha Ban
always adheres to the motto: Product quality - Reputation - Competitive prices -
Environmentally friendly.
1.1.2 Organizational structure

1.1.2 Organizational Structure of Your House Design and Trading LLC

- In a small-scale enterprise, the management system is organized according to the
functional and task model, with a director at the helm and various specialized
departments under his direction. Each department takes on specific tasks to achieve the
company's overall objectives, enhancing effectiveness and flexibility in meeting market
and customer demands.
1.1.3 Business Industry of the Company
- Your House Design and Trading LLC is a business specializing in providing consulting,
designing, construction, renovation, and manufacturing services for interior and
decoration products for specific working spaces, including services such as:
+ Design and construction of villa interiors
+ Design and construction of restaurant interiors
+ Design and construction of apartment interiors
+ Design and construction of dining room interiors
+ Design and construction of apartment interiors
+ Design and construction of project interiors
+ Design and construction of living room interiors
+ Design and construction of hotel interiors.
1.2 Overview of the Furniture Business Industry Worldwide, in Asia, and in
Vietnam
1.2.1 Vietnam
- According to reports from Statista, the furniture and interior equipment industry in
Vietnam is projected to reach a revenue of 478 million USD, with an estimated annual
growth rate of 13.5% by 2023. The boom in the real estate market plays a significant role
in the development of this industry, especially in the luxury segment. Vietnamese
consumers are increasingly focusing on aesthetics and artistry in living spaces, creating a
large demand for high-end furniture products. The market is witnessing the emergence of
many renowned brands from countries such as Italy, Denmark, Germany, and Sweden.
According to the Handicraft and Wood Industry Association of Ho Chi Minh City
(HAWA), the demand for furniture consumption in Vietnam is increasing, with a
consumption scale of up to 4 billion USD in 2018. Despite the average income per capita
not being high, the demand for high-end furniture in Vietnam is not inferior to that of
wealthy countries. Hanoi and Ho Chi Minh City are two markets where the demand for
high-end furniture products is growing rapidly.
 1.2.2 Worldwide
- The global furniture market is expected to maintain a stable growth trend with an annual
compound growth rate of 4.5%. The global furniture market is led by the United States
with 226.7 billion USD, followed by China with 72.5 billion USD. Developed countries
in Europe, Japan, and South Korea are leading, with Mexico rising to sixth place, Russia
in seventh, and Brazil in ninth place.
- Europe ranks second in global furniture production, with Germany, Italy, and Poland
being the top exporting countries. Europe accounts for a quarter of the global furniture
market, with Western Europe alone having over 400 million consumers. Oak wood is the
most common material, favored for its affordability and availability. E-commerce is
rapidly developing, with customers preferring online shopping. The trend of buying
furniture online is increasing, including chairs, storage cabinets, and desks.
1.2.3 Asia
- The Asia-Pacific region is the epicenter of the furniture industry, thanks to the
significant presence of wooden furniture manufacturers in China and India. With dense
populations and an increasing trend in home construction, this region is experiencing
significant development. Consumers in China, with their rising living standards, are
gradually becoming major buyers of furniture and home decor. The furniture market in
this region is booming due to a substantial increase in consumer spending.
 1.2.3 The diagram of countries developing the furniture industry in Asia
- The furniture market in the region is expected to continue growing, as major players in
the industry launch exclusive online platforms and form alliances with e-commerce
platforms to expand their distribution networks. Competition both nationally and
regionally is becoming more complex with the entry of IKEA into the Indian
subcontinent, a factor that has helped the company strengthen its global position.
Additionally, the increasing adoption of high-quality home decor products among the
population in countries like India and Australia continues to drive growth in the furniture
export market in the region.
1.3 SWOT Analysis
Strengh Weakness
Experienced and knowledgeable staff with Despite investing heavily in product
over 24 years of expertise in interior quality, the company still lacks diversity
design. and uniqueness compared to many
Nationwide market presence, particularly competitors in the furniture market, thus
focused on major cities such as Hanoi, Ho remaining constrained in comparison.
Chi Minh City, and Hai Phong. Despite expanding its market operations to
Unique, stylish, and high-quality products seek additional customer sources, the
designed to build sustainable relationships company's market share remains small.
with customers. Furthermore, the company lacks an
effective marketing strategy to reach
potential customers.
Opportunities Threats
The furniture market in Vietnam is The field of architectural and interior
emerging with significant growth design consultancy is thriving in Vietnam,
potential. attracting the participation of both
Consumers frequently change their home domestic and foreign companies.
décor, creating opportunities for furniture However, the global economic downturn
companies to develop. has slowed down the growth rate, leading
The prices of raw materials are stable and to a decrease in demand for interior
controlled, thanks to the diversity of decoration and installation.
suppliers. Businesses, including the Your House
Design and Trading LLC, are all facing
this challenge.

1.4 3C Report
1.4.1 Company's Activities Overview for 3 Years (2020-2023)
1.4.1.1 Company's Activities Overview for 2020 - 2021:
- In 2020-2021, Nha Ban Company faced numerous challenges due to the impact of the
COVID-19 pandemic on the Vietnamese furniture market. Market fluctuations
significantly reduced the demand for interior design services. Construction and
renovation projects for residential, office, and commercial areas were postponed or
canceled, leading to a decrease in new orders for the company. Supply constraints from
China, where the primary supplier partners are located, due to lockdown policies, posed
difficulties in meeting customer demands. This situation resulted in a 20-30% decrease in
the company's sales and revenue compared to the previous year, pushing the company
into an alarming situation.
1.4.1.2 Company's Activities Overview for 2021- 2022:
- In 2021, after the period of social distancing measures, the demand for interior design
services partially recovered but did not reach pre-pandemic levels. Construction and
renovation projects continued to face difficulties due to economic fluctuations and social
distancing policies. The prices of input materials surged, creating significant pressure on
manufacturing enterprises.
- Businesses only knew the prices of input materials right before importing, affecting
profit calculations and order acceptance decisions. In 2022, the recovery continued but at
a slower pace due to uncertainties in the global economic situation and the fluctuation of
the pandemic. The expected revenue growth is stable at around 10-15% compared to the
previous year.
1.4.1.3 Company's Activities Overview for 2022- 2023:
- Throughout 2022-2023, despite the Vietnamese economy beginning to recover, the
negative repercussions from the pandemic continued to make some banks more stringent
in lending and increasing interest rates. This has posed a significant challenge for many
businesses, forcing them to confront new difficulties and trials. Although Nha Ban
company still maintained effective contracts due to strong leadership from the director
and the team, they have not yet achieved the profit goals set for 2023. This year, the
company only received orders from 20 major construction partners such as "MeKong
Centre Sóc Trăng Urban Area," "Dalat Villa Area," and some luxury apartment projects in
Ho Chi Minh City, Hanoi, etc. The number of orders decreased significantly compared to
previous years.
1.5 Customer of Your House Design and Trading LLC
- Currently, Nha Ban Company has recognized that focusing on customers in the high-
end segments is a significant development opportunity in the current context. Particularly,
the market in Danang city is a crucial destination, while the potential in major cities like
Ho Chi Minh City and Hanoi has not yet been fully exploited.
However, to reach and understand the needs of these customers, the company has
analyzed and divided them into three main objectives:
+ High-income customers
+ Customers who prefer modern furniture products
+ Customers who appreciate minimalism and cost-effectiveness
=> Nha Ban Company is focusing on a quality customer segment, which consists of
middle-aged and above individuals with assets and a passion for enjoying life. For them,
creating a luxurious and convenient living space is a top priority. They are willing to
spend money on the highest quality and most modern furniture products, ensuring that
each item in their home is not just a product but also a symbol of style and personal
success. This presents a significant opportunity for the company to provide sophisticated
and luxurious furniture solutions, while also building close and long-lasting relationships
with this customer group.
1.6 Competitors of Your House Design and Trading LLC
In the dynamic interior design market of Đa Nang, there are many companies and
enterprises experiencing significant growth. However, among them, there are two
companies that Nha Ban consistently admires and feels the need to learn from, to enrich
its experience. These are recognized entities known for their creativity, product quality,
and professional services, while also demonstrating adaptability and innovation in today's
competitive environment.
- Tân An Furniture Co., Ltd.

With over 7 years of experience, Tân An Furniture Co., Ltd. has completed various
projects ranging from residential homes to offices and business establishments.
Strengths: The company collaborates with many leading material suppliers from abroad
such as Germany, Malaysia, Belgium, Thailand, etc., offering a diverse range of styles
that meet most customer requirements. Additionally, it has a strong communication team.
Weaknesses: Limited operational time results in less experience, and there is a lack of
specific target customer files.
- VN THING Furniture and Construction Joint Stock Company
The company "VN Thing Furniture and Construction Joint Stock Company" specializes
in providing interior design services in Da Nang. VN Thing always puts customers at the
heart of the project. Each product created contributes to enhancing the quality of life and
serving the needs of homeowners.
Strengths: Providing diverse design services (living room, kitchen, bedroom, cafe, office,
shop, etc.). Meeting the homeowner's needs in terms of functionality and budget.
Weaknesses: The communication team is not yet strong.
Reference:
1.2.1 https://innovativehub.com.vn/phan-tich-thi-truong-nganh-noi-that-viet-nam/
1.2.2 https://innovativehub.com.vn/bao-cao-tong-quan-thi-truong-noi-that/
1.2.3 https://innovativehub.com.vn/bao-cao-tong-quan-thi-truong-noi-that/
1.4.1 https://salahouse.com.vn/tong-quan-ve-thi-truong-noi-that-viet-nam-mua-covid-19
1.4.2 https://moho.com.vn/blogs/noi-that-ung-dung/thach-thuc-cua-nganh-noi-that-khi-
moi-chi-phi-deu-tang-cao