DEVELOPING INTERNET MARKETING PLAN. CASE COMPANY: ANTOREE INTERNATIONAL PTE. LTD.

The purpose of the thesis was to develop a current digital marketing plan of a service provider in Vietnam called Antoree International Pte. Ltd. There presented theories about the service marketing mix in the impact of the Internet; marketing strategy for service providers and all popular types of Internet marketing. In empirical part, information about the case company would follow next. A SWOT analysis would then provide readers a comprehensive look into the current situation of Antoree’s marketing strategy from internal and external business environment. There were two research methods: qualitative method and quantitative method that were conducted simultaneously. In qualitative method, I did an observation to collect in-depth insights to analyze the targeted customer behaviors and performance of the marketing team. In quantitative method, an online survey to current customers of Antoree was implemented to gather information about the success of Antoree marketing activities. The response rate was successfully beyond the expectation. Combing the two findings, Internet marketing strategy of the case company has been rather well executed however still needs considerable improvement in the near future. In the end, several recommendations to reduce weaknesses and focus on strong points would be described to improve the strategy and to meet the marketing objectives