Research on Marketing Mix Activities at Manufacturing Enterprises in Ha Dong District, Hanoi City

This study investigates the implementation and performance of Marketing Mix strategies (4Ps: Product, Price, Place, Promotion) within small and medium-sized manufacturing enterprises (SMEs) operating in Ha Dong District, Hanoi City. Amidst the macroeconomic shifts of the 2024-2026 period characterized by volatile upstream raw material costs and the rapid expansion of next-generation digital commerce manufacturing firms face unprecedented pressures due to fixed asset depreciation and inventory maintenance. Utilizing a mixed-method approach combining qualitative specialist interviews (N=8) and a quantitative stratified questionnaire survey (N=150), this paper examines empirical data regarding operational constraints. The findings reveal a critical structural paradox: while local manufacturing firms demonstrate strong competence in technical product durability and production cost management (mean scores of 4.15/5.00 and 3.82/5.00 respectively), they suffer severe deficiencies in digital marketing execution and channel modernization, primarily owing to an absolute reliance on traditional multi-tiered wholesale networks and a persistent deficit of professional marketing personnel. Consequently, a comprehensive framework of synchronized strategic interventions is articulated, integrating eco-standard "green product" transitions, value-based pricing paradigms, omnichannel Direct-to-Consumer (D2C) platform deployment, and progressive dealer incentive structures tailored for the 2030 regional economic horizon.