Market Expansion Strategies for Hoai Son Printing LLC | Môn Báo cáo thực hành 2 - Đại học Công Đoàn

lOMoAR cPSD| 60888405
VIETNAM GENERAL CONFEDERATION OF LABOR Trade Union University
FACULTY OF BUSINESS ADMINISTRATION PRACTICAL REPORT 2
Topic: MAINTAINING AND EXPANDING THE
MARKET FOR CONSUMPTION OF PRODUCTS
OF HOAI SON PRINTING TRADING LLC
STUDENT PERFORMED BY: TRẦN HÀ TRANG CLASS: QTCLC1A
STUDENT ID: 224D1030440C
SUPERVISING INSTRUCTOR: ĐỖ THỊ MINH VÂN
Hanoi, 28 May 2025 lOMoAR cPSD| 60888405 A NOTE OF GRATIS
During the process of conducting and completing the second practical report on
the topic: "Maintaining and Expanding the Market for the Products of Hoai Son Printing
and Trading LLC", I received dedicated assistance from the esteemed teachers,
especially the supervising lecturer, as well as support from the company where I interned.
To begin, I would like to express my profound appreciation to the Faculty of
Business Administration at Trade Union University for establishing ideal conditions and
crafting a curriculum that is focused on practical application. This has enabled students
to have the opportunity to put their knowledge into practice.
I would like to use this opportunity to offer my heartfelt appreciation to Ms. Đỗ
Thị Minh Vân, who has carefully directed me, oriented the content, supplied me with
professional input, and accompanied me throughout the entire process of producing this report.
At the same time, I would like to express my sincere gratitude to the leadership
of Hoai Son Printing and Trading LLC as well as to each and every employee for
providing me with information, assisting me in the process of data collection for
research, and creating favorable conditions that allowed me to access the practical
activities of production and business.
Although I have made every effort to finish the report in a thorough and serious
manner, it is inevitable that the report will contain certain deficiencies due to the fact
that I have limited knowledge and experience in the field. I genuinely hope that the
highly respected instructors will provide me with feedback that will help me improve my work. I am so grateful to you! lOMoAR cPSD| 60888405 LIST OF ABBREVIATION No. Abbreviation symbol
Meaning of abbreviation 1. LLC Limited Liability Company 2. CRM TABLES OF CONTENT
INTRODUCTION...............................................................
............................................... 1. The urgency of the topic
............................................................................................... ... 2. Research objectives and tasks
.........................................................................................
2.1 Research objectives .......................................................................................................
2.2 Research tasks ............................................................................................................... 3. Research subjects and scope
............................................................................................ 3.1 Research subjects
.......................................................................................................... 3.2 Scope of the study
......................................................................................................... 4. Research methods
............................................................................................................
5. The scientific significance of the topic ............................................................................
6. Structure of the topic .......................................................................................................
MAIN CONTENT .............................................................................................................
CHAPTER 1: OVERVIEW INTRODUCTION TO HOAI SON PRINTING
TRADING LLC..................................................................................................................
1.1 Introduction to Hoai Son Printing and Trading LLC .....................................................
1.1.1 Formation and Development ......................................................................................
1.1.2 Business sectors and professions ................................................................................
1.1.3 Mission, vision and core values ..................................................................................
1.1.4 Functions and duties of the Company ........................................................................
1.2. Some characteristics of Hoai Son Printing and Trading LLC .......................................
1.2.1 Organizational structure of the company's management system ................................ 1.2.2 Characteristics of the Company's products and services
...........................................
1.2.3 Characteristics of the market (distribution system, target market, competitors) of
the Company .......................................................................................................................
1.3 Business operation results of the company ....................................................................
CHAPTER 2: CURRENT STATUS OF MAINTAINING AND EXPANDING
THE MARKET FOR PRODUCTS OF HOAI SON PRINTING TRADING LLC lOMoAR cPSD| 60888405
.............................................................................................................................................
2.1 Analysis of the current state of product consumption of Hoai Son Printing and
Trading LLC .......................................................................................................................
2.1.1 Structure of product consumption ..............................................................................
2.1.2 Distribution channels and sales methods ...................................................................
2.2 Performance evaluation .................................................................................................
2.2.1 Results of product consumption over time ..................................................................
2.2.2 Limitations in product consumption activities ............................................................
2.2.3 Causes affecting the product consumption activities of the Company ........................
CHAPTER 3: SOLUTIONS TO MAINTAIN AND EXPAND THE CONSUMER
MARKET FOR HOAI SON PRINTING TRADING LLC............................................
3.1 Objectives and operational directions of the Company in the upcoming period ............ 3.1.1 Objectives
................................................................................................................... 3.1.2 Directions of operation
..............................................................................................
3.2 Some solutions to enhance the ability to maintain and expand the product
consumption market ............................................................................................................
3.2.1 Solutions to enhance market retention capabilities ....................................................
3.2.2 Solutions for Expanding the Consumption Market .....................................................
CONCLUSION ..................................................................................................................
REFERENCES .................................................................................................................. lOMoAR cPSD| 60888405
LIST OF TABLES/ FIGURES/ CHART No. Title Page Figure 1.1.1.1 Company logo image Table 1.1.2.1
Company's Business Sectors and Activities
Figure 1.1.3.1 Core Values of the Company Chart 1.2.1.1
Organizational Structure of the Management System Figure 1.2.2.1
Product: Boxes and Bags from the brand BAKED BY HANNAH Figure 1.2.2.2
Product: Chocolate candy box with foil printing Table 1.3.1
Business performance results of the company over the years from 2022-2024 INTRODUCTION
1.The urgency of the topic
In the context of a rapidly changing market economy, the fierce competition
among businesses is increasing, making the maintenance and expansion of product
consumption markets a key factor determining the survival and sustainable
development of the enterprise. For Hoai Son Printing and Trading LLC, a small and
medium-sized enterprise operating in the printing industry with a modest scale,
maintaining traditional customer bases and seeking new markets plays an extremely important role.
The research on the current situation of maintaining and expanding the product
consumption market of Hoai Son Printing and Trading LLC and proposing solutions to
maintain and expand the product consumption market helps the business increase
revenue, optimize costs, and build a solid competitive position in the market.
Therefore, this topic is of urgent significance both theoretically and practically.
2. Research objectives and tasks 2.1
Research objective: Propose improvement solutions to maintain
and expand the product consumption market of Hoai Son Printing and Trading LLC. 2.2 Research tasks:
During the implementation of the project, the report focuses on collecting and
proposing data related to the current product consumption situation and market of
Hoai Son Printing and Trading LLC Based on the actual data and compiled
information, the report analyzes the factors that directly and indirectly affect the
ability to maintain and expand the product consumption market, including both
internal business factors and external environmental factors. At the same time, the
report evaluates the effectiveness of product consumption activities by examining
distribution channels, market coverage, customer feedback, and business results in
recent years. Based on that, propose several highly feasible solutions to help the
company improve its competitiveness, expand its market share, and enhance its
business performance in the near future.
3. Research subjects and scope lOMoAR cPSD| 60888405 3.1 Research subject:
Product consumption activities and market expansion strategies of Hoai Son Printing and Trading LLC 3.2 Scope of the study:
- Regarding the time frame: The research data is collected during the period from 2022 to 2024.
- Regarding the location: At the Company headquarters and the
production and distribution partners in Hanoi and neighboring provinces. 4. Research methods
- The report employs a combination of various research methods:
- Information collection: From financial reports, business plans, interviews with
employees and company management.
Analysis: Use statistical methods, comparing vertically (over the years) and
horizontally (between indicators).
- Synthesis and proposal of solutions: Based on scientific evaluations to develop
reasonable market development directions.
5. Scientific and practical significance of the topic
From a scientific perspective, the topic contributes to systematizing the
theoretical basis for marketing activities, product consumption in enterprises, and
market development strategies. In practice, the research results provide scientific and
practical bases to help Hoai Son Printing and Trading LLC formulate effective
strategies for maintaining and expanding the market, while also increasing
competitiveness and market position.
6. Structure of the thesis
The topic "Maintaining and Expanding the Market for Products of Hoai Son
Printing and Trading LLC" is structured into 3 chapters:
Chapter 1: Overview of Hoai Son Printing and Trading LLC
Chapter 2: The current situation of maintaining and expanding the product
consumption market of Hoai Son Printing and Trading LLC
Chapter 3: Solutions to Maintain and Expand the Market for Products of Hoai Son Printing and Trading LLC lOMoAR cPSD| 60888405 MAIN CONTENT
CHAPTER 1: OVERVIEW INTRODUCTION TO HOAI SON PRINTING TRADING LLC
1.1 Introduction to Hoai Son Printing and Trading LLC 1.1.1
Formation and Development
Figure 1.1.1.1 Company logo image
(Source: Hoai Son Printing and Trading LLC)
Business name: HOAI SON PRINTING TRADING LLC
Operational status: Active (Certificate of Business Registration has been issued)
Management registration location: Hoàng Mai District Tax Team
Address: 2nd Floor, No. 9 Alley 165 Yen Duyen, Yen So Ward, Hoang Mai District, Hanoi City, Vietnam Phone: 0374609246
Initial investment: 1 billion VND
Legal representative: Nguyễn Hoài Sơn Director: Nguyễn Hoài Sơn
Date of license issuance: 07/21/2022
Date of commencement of operation: 07/21/2022
Date of receiving account: 07/21/2022 Number of employees: 75
Hoai Son Printing and Trading LLC was established on July 21, 2022, by Mr.
Nguyen Hoai Son, who has many years of experience in the printing and design field.
Headquartered in Hoang Mai District, Hanoi, the company was established with the
initial goal of providing high-quality printing services to meet the advertising,
packaging, and communication needs of small and medium-sized enterprises.
Starting on a small scale, Mr. Hoài Sơn gradually invested in modern machinery,
built a skilled technical team, and quickly expanded services into various fields related to printing and commerce.
1.1.2 Business sectors and professions
Table 1.1.2.1 Company's Business Sectors and Activities No. Field name Field code lOMoAR cPSD| 60888405 1. Printing. 1811 (Main)
Details: Carrying out printing activities such as printing
books, newspapers, magazines, forms, packaging, etc. 2.
Sawing, cutting, planing wood, and wood preservation. 1610 3.
Production of plywood, veneer, and other thin wood boards. 1621
Details: Making doors, door frames, cabinets, railings, wooden floors,… 4.
Manufacturing construction wood products. 1622 5.
Manufacturing wooden packaging. 1623
Details: Making wooden crates, boxes, and pallets for packaging and transportation. 6.
Manufacturing other wood products; producing products 1629
from bamboo, rattan, straw, and woven materials. 7.
Production of pulp, paper, and cardboard. 1701
Details: Production of raw paper, raw material paper. 8.
Production of label paper, label covers, and packaging from 1702 paper and cardboard.
Details: Making cardboard boxes, paper bags, and packaging from paper. 9. Printing-related services. 1812
Details: Post-printing services such as cutting, binding, lamination, etc.
10. Agent, broker, auctioneer. 4610
Details: Acting as an intermediary for the sale of goods and services. 11. Advertisement. 7310
Details: Retail specialized products such as stationery,
packaging, printing equipment, etc.
12. Market research and public opinion polling. 7320
Details: Survey, analyze, and compile market data lOMoAR cPSD| 60888405
13. Organizing trade promotion and introduction. 8230
Details: Organizing fairs, exhibitions, product presentations.
14. Other business support service activities not classified 8299 elsewhere.
15. Photo, preparing documents, and other special office 8219 support activities.
Details: Printing, photocopying, typing, preparing files, documents,…
(Source: Business Registration Certificate)
Advertising items, packaging, labels, office documents, fliers, catalogs, and media
publications are some of the main products and services offered by Hoai Son Printing
and Trading LLC. Cutting, die-cutting, foil stamping, laminating, binding, and
document photocopying and scanning are only some of the post-printing services
offered by the business. The company caters to the varied demands of both individual
and corporate clients through its printing, commercial, advertising, and administrative office support operations.
1.1.3 Mission, vision and core values
Mission: Hoai Son Printing and Trading LLC is committed to providing
professional, quick, and effective printing and design solutions. Committed to
accompanying customers in building an impressive brand image, contributing to
enhancing value and market recognition. With a spirit of responsibility, creativity, and
continuous innovation, the company aims to become a trusted partner in all printing
and brand promotion needs.
Vision: To become a reliable and innovative printing unit in the region,
continuously innovating to provide effective printing and design solutions, sustainably
accompanying the brand development of our customers.
Business philosophy (core values):
Customer-centric - People as the foundation
For the benefit of customers, we are committed to providing customers with
values that exceed expectations through quality printing products, dedicated service,
and effective design solutions. Hoài Sơn believes that the sustainable development of
the business is closely tied to the success and satisfaction of its customers. Each
product created is not just a publication but also a tool that helps customers establish
their brand and reach further.
Employee incentive policy: We consider our personnel to be our most valuable
asset. Hoài Sơn always builds a professional and friendly working environment,
creating conditions for the development of individual capabilities and creativity. Fair
compensation policies, recognition of efforts, and encouragement of creativity are the
foundation for a long-term committed team, advancing together with the company. lOMoAR cPSD| 60888405
Figure 1.1.3.1 Core Values of the Company
(Source: Hoai Son Printing and Trading LLC)
1.1.4 Functions and responsibilities of the Company Function
Printing various types of commercial publications: Providing printing services
on various materials such as paper, tarpaulin, decal, plastic, fabric... with products like
flyers, catalogs, business cards, posters, packaging, labels, etc., ensuring quality, timeliness, and aesthetics.
Professional graphic design: Design logos, brand identity kits, advertising
materials, and other communication documents as requested, ensuring creativity and effective transmission.
Consultation on complete printing and design solutions: Provide solutions
that align with the customer's goals and budget, from design to materials, techniques,
and printing specifications, helping to optimize costs and enhance brand effectiveness.
Business of ready-made printing products and printing supplies: Providing
ready-made printed products such as calendars, notebooks, red envelopes, etc., and
selling printing supplies such as paper, ink, laminating film, cutting dies, etc., to meet
the needs of internal and printing industry partners.
Application of technology and process improvement: continuously updating
technology and investing in modern machinery to enhance print quality, increase
productivity, and meet the diverse needs of the market. Responsibilities:
Meeting customer printing and design needs: Deliver products on time and
according to specifications, assuring quality and aesthetics, and helping customers develop a professional image.
Developing service quality and manufacturing processes: Constantly
developing technology, using new techniques, and optimizing processes to boost
productivity, lower costs, and meet all orders flexibly.
Creating a high-quality workforce entails creating a positive work atmosphere,
encouraging creativity, offering skill training, and implementing proper compensation
policies to retain and nurture talent. lOMoAR cPSD| 60888405
Cooperate and extend the market: Maintain customer trust, build partnerships
based on transparency and efficiency, steadily gain market share, and strengthen the company's position.
Contributing positively to the business community by participating in
professional sharing events, connecting the printing and design industries, and helping
to create a healthy and sustainable business environment.
1.2. Some characteristics of Hoai Son Printing and Trading LLC 1.2.1
Organizational structure of the company's management system
Chart 1.2.1.1 Organizational Structure of the Management System
(Source: Accounting – Administration Office)
Hoai Son Printing and Trading LLC organizational structure is based on the
linestaff model, which ensures clear task assignments and effective departmental
collaboration. Director Nguyễn Hoài Sơn oversees the company's strategic direction and
operations. Deputy Director Kiều Công Hoàng supports the director in management
tasks by overseeing and coordinating activities across functional departments.
The organizational structure includes specialized departments such as the Human
Resources Department, responsible for recruitment, training, and labor policies; the
Sales- Customer Care Department, responsible for marketing, sales, and maintaining
customer relationships; the Design- Technical Department, responsible for design work
and controlling the technical quality of printing; and the AccountingAdministration
Department, responsible for financial, accounting, and The Printing Operations—
Production Division is the primary unit in charge of overseeing the whole production
process, from printing to product completion. lOMoAR cPSD| 60888405
In addition, the company has established a separate production facility to serve the
printing and processing phases, as well as a finished goods warehousing system to
maintain and prepare goods for delivery to clients. The Secretarial Department assists
the Board of Directors by coordinating information, planning, and arranging internal
activities. This organizational architecture helps to improve governance efficiency,
increase specialization, and maintain flexibility in the corporate operation process.
1.2.2 Characteristics of the Company's products and services
Hoai Son Printing Trading LLC is a company that operates in the printing sector
and offers full printing solutions to customers who are either individuals or corporations.
Paper packaging, paper boxes, paper bags, product labels, catalogs, brochures,
advertising flyers, and other types of media publications are among the most important
things that the company manufactures using paper. Through the utilization of cutting-
edge offset and digital printing technologies, the company guarantees a high level of
print quality, precise color reproduction, and expedited delivery timeframes. As an
additional service, company provides customers with the opportunity to receive support
from the very beginning of the design process, from the initial concept to the completed
product. These services are suitable for brand promotion campaigns or professional
product packaging requirements.
Figure 1.2.2.1 Product: Boxes and Bags from the brand BAKED BY lOMoAR cPSD| 60888405 HANNAH
Figure 1.2.2.2 Product: Chocolate candy box with foil printing
1.2.3 Characteristics of the market (distribution system, target market, competitors) of the Company
Distribution system: At the moment, Hoai Son Printing and Trading LLC is
concentrating on creating a distribution system in Hanoi's inner city, which has a high
population density and is suitable for providing printing goods like labels, flyers,
catalogs, paper packaging, and other promotional materials. The creation of a
centralized distribution network speeds up client delivery times while assisting the
business in maintaining high service quality. In order to boost production speed and
flexibility in managing big or urgent orders, the company intends to work with
outsourcing partners and extend its distribution network to nearby provinces including
Bac Ninh, Hung Yen, and Ha Nam in the upcoming development phase.
Target market: Small and medium-sized businesses in the manufacturing,
consumer goods, food, cosmetics, fashion, and pharmaceutical industries are the
company's primary focus. This organization frequently needs to print advertising
materials, product labels, and packaging. Additionally, the business provides services to
individuals or organizations that require printing for media, events, or online goods. In
order to meet the demand from new production facilities and recently founded firms,
the company plans to gradually expand into industrial zones and satellite metropolitan
areas, with Hanoi serving as its primary customer base. lOMoAR cPSD| 60888405
Competitors: Hoai Son Printing and Trading LLC faces numerous competitors,
both big and small, in Hanoi's printing and packaging industry. Businesses with years
of experience, investments in state-of-the-art equipment, and a steady clientele include
Trường Xuân Printing Joint Stock Company, Đại Dương Printing LLC, and Tân Nhật
Minh. On the other hand, Company has the advantage of being a young company, which
allows for more customization options, quicker turnaround times, and competitive
pricing. The business must, however, keep making technological investments,
developing its brand, and broadening its consumer outreach channels in order to stand
out from rivals in the same sector and improve its market position.
1.3 Business operation results of the company
Table 1.3.1 Business performance results of the company
over the years from 2022 – 2024
(Unit: Vietnamese Dong) Year 2022 Items 2023 2024
1. Net revenue from sales and 100.259.000 service provision 651.312.181 1.831.904.408 2. Cost of goods sold 52.756.160 462.326.414 1.213.618.227
3. Gross profit from sales and 47.502.840 service provision 188.985.767 618.286.181 4. Financial activity revenue 1.098 6.862 5.787 5. Corporate management 51.687.521 expenses 211.935.990 601.465.453 6. Net profit from business 4.183.583 operations 22.943.361 16.826.515 7. Other profits 300.000 608.960 0 8. Profit after corporate 3.883.583 income tax 22.334.401 16.826.515
(Source: Accounting – Administration Office)
Comment: Through Table 3.1 we can see:
In the period 2022–2024, Hoai Son Printing and Trading LLC recorded strong
revenue growth, reflecting the process of market expansion and enhanced production and business capacity.
Regarding revenue: In the period 2022–2024, the net revenue from sales and
services of Hoai Son Printing and Trading LLC experienced significant growth. In lOMoAR cPSD| 60888405
2022, revenue reached 100.259.000 VND, increasing to 651.312.181 VND in 2023
and reaching 1.831.904.408 VND in 2024. This growth rate is a result of the
company's increasing production, growing product consuming markets, and
effectively utilizing its core business potential, all of which contribute to the quick
expansion of its production and business operations.
In addition, the revenue from financial activities over the years has been
negligible, only in the range of a few thousand dong each year (ranging from 1.098
dong to 6.862 dong), accurately reflecting the nature of a manufacturing enterprise—
not engaging in financial investments but primarily earning interest from bank deposits.
Regarding operating expenses: The company's expenses have also been
trending upwards over the years, especially in 2024. The cost of goods sold increased
in line with revenue, from 52.756.160 VND in 2022 to 462.326.414 VND in 2023,
reaching 1.213.618.227 VND in 2024. This reflects the increase in production costs in
line with output, including raw materials, labor, and other production costs.
Notably, corporate management costs surged significantly in 2024. From
211.935.990 VND in 2023, this cost nearly tripled, reaching 601.465.453 VND in
2024. The main reason is that the company invested in machinery and ramped up
production activities this year, leading to increased management costs, operating costs,
depreciation, and personnel expenses. The increase in costs is higher than the revenue
growth rate, indicating that operational pressure is mounting and requiring the
company to implement more effective cost optimization measures.
Regarding profit: Gross profit from sales and services has shown positive
growth, increasing from 47.502.840 VND in 2022 to 618.286.181 VND in 2024,
reflecting the effectiveness of the core production and business activities. However,
the after-tax profit did not maintain its upward trend. In 2023, the company achieved a
post-tax profit of 22.334.401 VND—much higher than in 2022 (3.883.583 VND), but
by 2024, it dropped to 16.826.515 VND.
This decline is due to the high increase in business management costs, while
other profits no longer occur as in previous years. Specifically, other profits reached
300.000 VND in 2022 and 608.960 VND in 2023 but were completely absent in 2024.
This shows that in 2024, the company focused entirely on production activities,
resulting in no additional income from other sources. lOMoAR cPSD| 60888405
Overall assessment: The company has made significant progress in terms of
revenue and scale of operations. However, the rising cost levels—especially
management costs—are putting significant pressure on financial performance. In the
context of increasingly fierce competition, the company needs to focus on improving
management processes, increasing labor productivity, and tightening cost control to
ensure sustainable profit growth in the upcoming periods.
CHAPTER 2: CURRENT STATUS OF MAINTAINING AND EXPANDING
THE MARKET FOR PRODUCTS OF HOAI SON PRINTING TRADING LLC
2.1 Analysis of the current state of product consumption of Hoai Son Printing and Trading LLC
2.1.1 Structure of product consumption
At present, Hoai Son Printing and Trading LLC provides a wide variety of printed
goods, including labels for packaging, paper boxes, catalogs, brochures, flyers,
notepads, invoices, office publications, and conference and event printed goods. Among
these, the packaging group (including labels and paper boxes) is crucial, contributing
significantly to yearly income, particularly from commercial clients in the food,
clothing, and manufacturing industries.
Flyers, brochures, and other office printing items generally experience significant
seasonality and are mostly used for short-term communication initiatives. The income
isn't huge, but it helps with connection maintenance and getting the name out there.
2.1.2 Distribution channels and sales methods
Currently, the company mainly sells its products through the following channels:
Direct sales channel: This is a common form, accounting for a high proportion,
through a team of sales staff who approach business customers in Hanoi and sign
fullservice printing contracts. This channel provides stable revenue but heavily relies
on personal relationships and customer care abilities.
Online sales channel: The company has started developing the sales channel
through the website and social media platforms. However, the online sales system has
not been optimized, lacking the quick order placement and automatic quotation
features, leading to a limited customer experience.
Outsourcing and distribution partner channel: A portion of the products is
consumed through outsourcing partners in neighboring provinces, mainly to meet
large order quantities or serve customers outside the Hanoi area. However, the quality
management and process control mechanisms have not yet been standardized. lOMoAR cPSD| 60888405
2.2 Performance evaluation
2.2.1 Results of product consumption over time
According to financial data for the period 2022–2024, the production volume and
product consumption value have increased significantly each year, as evidenced by net
revenue rising from over 100 billion VND (in 2022) to nearly 1,832 billion VND (in
2024). This shows that there is a strong market demand, and the company has
effectively utilized its production capacity to meet that demand.
However, net profit in 2024 tends to decrease compared to the previous year.
This somewhat reflects the suboptimal product consumption efficiency, particularly in
cost control, order management, and customer lifetime value exploitation.
2.2.2 Limitations in product consumption activities
Not diversifying the consumption market: Most orders are concentrated in
Hanoi, causing revenue to depend on a geographical area. Meanwhile, other provinces
and cities have not been systematically exploited.
Lack of a professional CRM system: The management of customer data, order
history, and post-sale care has not been fully digitized, leading to difficulties in retaining
old customers and increasing repurchase rates.
Intense competition in pricing and delivery time: Small printing companies
are willing to lower prices to attract customers while also having a more flexible advantage in delivery times.
2.2.3 Causes affecting the product consumption activities of the Company
Subjective reasons (from within the company)
The distribution system is still limited: the company has not yet established a
widespread distribution network and mainly focuses on direct sales in the inner city of
Hanoi. The lack of agents, branches, or collaborators in neighboring provinces slows
down and makes the ability to access new markets passive.
The marketing strategy is not yet in-depth: Product promotion activities mainly
rely on word-of-mouth and simple social media platforms. The company has not yet
invested in systematic marketing campaigns and has not effectively utilized digital tools
such as online advertising, SEO, email marketing, or e-commerce platforms to reach potential customer groups.
Lack of a dedicated market development department: The company has not
yet established a dedicated team responsible for market research, expanding the lOMoAR cPSD| 60888405
consumption area, and post-sales customer care. This makes the sales activities manual
heavily reliant on personal experience and lacking data to evaluate the target market.
The competitiveness in terms of price and service is still weak. Although the
products have stable quality, the company does not yet have a clear price advantage
compared to smaller competitors. Additionally, the production and delivery times
heavily depend on the processing stage, making it difficult to ensure flexibility—a
crucial factor in the printing industry.
Objective factors (from the external environment)
Market competition is becoming increasingly fierce: the printing industry
currently has the participation of many small and medium-sized enterprises with
flexible supply capabilities, low prices, and on-site services. Customers have many
alternative options, putting pressure on company to retain existing customers and expand its new customer base.
Changing consumer behavior: The demand for traditional printing is declining
in some segments, such as flyers and catalogs, due to the replacement by digital
promotion forms like websites, social media, and QR codes... If the product portfolio
is not adjusted to align with trends, the company risks falling behind the market.
Fluctuations in raw material prices: The prices of paper, ink, and processing
costs have been fluctuating in recent years, directly affecting the pricing policy. When
input costs are not well controlled, the company will find it difficult to adjust
competitive prices while still ensuring profitability.
 The factors affecting the product consumption capacity of Hoai Son Printing ang
Trading LLC mainly stem from its internal weaknesses in distribution systems,
marketing strategies, and professional teams. In addition, competitive factors
and changes in the external market are also significant barriers. Therefore, to
improve consumption efficiency, the company needs to simultaneously
address internal limitations and develop better adaptation strategies for the modern business environment.
 The product consumption activities of Hoai Son Printing and Trading LLC have
made significant progress in recent years, especially in terms of revenue
growth and service scope. However, to sustainably enhance product sales
efficiency, the company needs to improve its sales system, expand distribution lOMoAR cPSD| 60888405
channels, accelerate the digitization of the sales process, and develop long-
term customer retention policies. lOMoAR cPSD| 60888405
CHAPTER 3: SOLUTIONS TO MAINTAIN AND EXPAND THE CONSUMER
MARKET FOR HOAI SON PRINTING TRADING LLC
3.1 Objectives and operational directions of the Company in the
upcoming period 3.1.1 Objectives
In the near future, Hoai Son Printing Trading LLC clearly defines development
goals to enhance the efficiency of production and business operations while also
strengthening its position in the printing industry market. Specifically, the company
aims to maintain its current market in the inner city of Hanoi—the area that is the main
and most stable consumption zone for the business. In addition, the company aims for
an average revenue growth of 10–15% per year by enhancing service quality,
intensifying marketing efforts, and expanding its corporate customer base.
In addition to short-term goals, the company has also set strategic medium- and
long-term directions: gradually expanding the market to neighboring provinces such as
Bac Ninh, Hung Yen, Hai Duong, etc., while developing an agent or sales collaborator
model to enhance market coverage. In the long term, the company aims to become a
reputable printing unit in the North with a multi-channel distribution system,
professional services, and a diverse product portfolio.
3.1.2 Directions of operation
To realize the above goals, the company is developing an operational direction that
is sustainable, modern, and aligned with consumer trends. First, the company will focus
on retaining and taking care of current customers by enhancing service quality,
improving work processes, and ensuring timely delivery. Building trust and satisfaction
among long-term customers will be a crucial foundation for the company to maintain revenue stability.
At the same time, the company aims to expand its product market through flexible
methods such as contract manufacturing, remote sales, local agents, and fast delivery
services. At the same time, the company will invest in digital communication and e-
commerce activities to tap into potential customers from online channels, especially
targeting small businesses and startups.
Finally, another important direction is the application of modern technology in
production and management. The company plans to invest further in new-generation
printing machinery, optimize the processing workflow, and implement an automated