NATIONAL ECONOMICSUNIVERSITYBTEC HND IN BUSINESS

Assignment Front Sheet

Qualification Unit Code / Unit number and title

Pearson BTEC Level 5 HND Diploma in Business (QCF)

F/601/0556/QCF Level 4

Unit 4: Marketing Principles

Student name NEU Student Number / BTEC Registration Number

Luu Gia Linh 10140267

Assessor name(s)

Ms. Doti Chee Mr. Nguyen Thai Ha

Date issued Submission deadline (for both hard copy and Turnitin)

15th (Tuesday), September 2015 10:00am, 5th (Monday), October 2015

Assignment title Vinafame Company’s Marketing Segmentation, Targeting and Positioning (Individual Assignment 1/2)

Student to indicate clearly on the Evidence (Page no) their answers against the following assessment criteria that can be found.

Learning Outcome

Learning outcome

Assessment

Criteria

In this assessment you will have the opportunity to

present evidence that shows you are able to:

Task no.

Evidence(Page no)

LO1

Understand the concept and process of marketing

1.1Explain the various elements of the marketing process 1

1.2Evaluate the benefits and costs of a marketing orientation for a selected organisation

1

LO2

Be able to use the concepts of segmentation, targeting and positioning

2.1Show macro and micro environmental factors which influence marketing decisions

2

2.2Propose segmentation criteria to be used for products in different markets

2

2.3Choose a targeting strategy for a selected product/service 2

2.4

Demonstrate how buyer behaviour affects marketing activities in different buying situations

2

2.5Propose new positioning for a selected product/service 2

Student declaration

I certify that the work submitted for this assignment is my own. I have clearly referenced any sources used in the work. I understand that false declaration is a form of malpractice.

Student signature: Date:

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In addition to the above PASS criteria, this assignment gives you the opportunity to submit evidence in order to achieve the following MERIT and DISTINCTION grades

Grade Descriptor Indicative characteristic/s Contextualisation

M1 Identify and apply strategies to find appropriate solutions

An effective approach to study and research has been applied.

To achieve M1, you would have shown an effective approach to study and research has been applied to evaluate the benefits and costs of a marketing orientation in marketing Vinafame Company in outcome 1.2 (Task 1)

M2 Select/design and apply appropriate methods /techniques

Relevant theories and techniques have been applied.

To achieve M2, you would have shown the use of SWOT, PESTLE, competitive forces and other theories and techniques to explain the various elements that affects Vinafame Company’s marketing in outcome 1.1 and 2.1 (Task 1 and 2)

M3 Present and communicate appropriate findings

A range of methods of presentation have been used and technical language has been accurately used.

To achieve M3, a range of methods of presentation (such as photographs, diagrams, graphs, charts, maps, etc) have been used and technical language has been accurately used by you in your findings in the marketing environment that affects Vinafame Company’s ability to build and maintain successful relationships with its customers in outcome 1.1 and 2.1 (Task 1 and 2)

D1 Use critical reflection to evaluate own work and justify valid conclusion

Conclusions have been arrived at through synthesis of ideas and have been justified.

To achieve D1, you will have drawn valid conclusions through synthesis of ideas and have been justified by choosing a suitable targeting strategy and positioning in enhancing Vinafame Company’s development of marketing strategies in outcome 2.3 and 2.5 (Task 2)

D2 Take responsibility for managing and organising activities

D3 Demonstrate convergent/lateral/creative thinking

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Assignment Brief

Qualification Pearson BTEC Level 5 HND Diploma in Business (QCF)

Unit number and title F/601/0556/QCF Level 5

Unit 4 Marketing Principles

Assessor name Ms.Doti Chee / Mr. Nguyen Thai Ha

Date issued 15th (Tuesday), September 2015

Hand in deadline 10:00am, 5th (Monday), October 2015

Assignment titleVinafame Company’s Marketing Segmentation, Targeting and Positioning (Individual Assignment 1/2)

Case Scenario:Vinafame Company

(Vinafame Company is a non-existing company and it is created for the purpose of doing assignment only)

Role:

You have been appointed in the new position as marketing cum research executive in Vinafame Company, Vietnam, a newly established company in Hanoi. Vinafame Company is a Japan based company with 10 year old history as an innovative company in product industry with operations in Thailand and China.

Vinafame Company has looked to Asia for further room to grow and specifically in Vietnam. Instead of relying on an existing narrow line of products, the Marketing Director has asked you to develop an innovative new product to hit the market. He also requested you to bring a professional approach to marketing activities and, in particular, launches the above new product. In addition, he is requesting you to write a preliminary report which recommends an overall best practice of marketing approach to successfully launch the exciting new products in Vietnam. It is the standard practice of Marketing Professionals to explain some basic concepts in the first part of its report. You have been asked to cover these as well. Your report should cover the following sections.

Introduction: This should explain to Marketing Director about the basic concept of marketing

Task: (Design an offer)

You are part of a member in a group (6 people maximum). You group has been requested to provide a new appealing offer which would general leads for Vinafame Company. As a young inventor, you are required to identify solutions to the problem solved by your invention of a real life new product.

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Task 1 (LO 1: 1.1, 1.2 and M1, M2, M3)

You have been asked to provide a report plus 7-10 ppt slides to the Marketing Director of Vinafame Company in task 1 to (1.1) explain the various elements of the marketing process and (1.2) evaluate the benefits and costs of a marketing orientation for Vinafame Company

To achieve M1, you would have shown an effective approach to study and research has been applied to evaluate the benefits and costs of a marketing orientation in marketing Vinafame Company in outcome 1.2

To achieve M2, you would have shown the use of SWOT, PESTLE, competitive forces and other theories and techniques to explain the various elements that affects Vinafame Company’s marketing in outcome 1.1 and 2.1

To achieve M3, a range of methods of presentation (such as photographs, diagrams, graphs, charts, maps, etc) have been used and technical language has been accurately used by you in your findings in the marketing environment that affects Vinafame Company’s ability to build and maintain successful relationships with its customers in outcome 1.1 and 2.1

Task 2 (LO 2: 2.1, 2.2, 2.3, 2.4, 2.5 and M2, M3, D1)

Write a report to (2.1) show macro and micro environmental factors which influence marketing decisions; (2.2) propose segmentation criteria to be used for products in different markets; (2.3) choose a targeting strategy for Vinafame Company; (2.4) demonstrate how buyer behaviour affects marketing activities in different buying situations and (2.5) propose new positioning for Vinafame Company’s newly developed product

To achieve M2, you would have shown the use of SWOT, PESTLE, competitive forces and other theories and techniques to explain the various elements that affects Vinafame Company’s marketing in outcome 1.1 and 2.1

To achieve M3, a range of methods of presentation (such as photographs, diagrams, graphs, charts, maps, etc) have been used and technical language has been accurately used by you in your findings in the marketing environment that affects Vinafame Company’s ability to build and maintain successful relationships with its customers in outcome 1.1 and 2.1

To achieve D1, you will have drawn valid conclusions through synthesis of ideas and have been justified by choosing a suitable targeting strategy and positioning in enhancing Vinafame Company’s development of marketing strategies in outcome 2.3 and 2.5

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PRESENTATION

1. The assignment should have a cover page that includes the assignment title, assignment number, course title, module title, Lecturer/tutor name and student’s name. Attach all the pages of assignment brief/achievement summary with your report and leave them blank for official use.

2. Ensure that authenticity declaration has been signed.

3. This is an individual assignment.

4. Content sheet with a list of all headings and page numbers.

5. A fully typed up professionally presented report document. Use 11 point Arial or 13 point Times New Roman script.

6. Your assignment should be word-processed and between 3,000 to 3,500 words in length.

7. Use the Harvard referencing system.

8. Exhibits/appendices are outside this limit.

9. The assignment should contain a list of any references used in the report.

10. Submit both a hard (printed) and soft (electronic in DOCX format) copy by the deadline listed above. The soft copy should be submitted to Turnitin and the subject for your submission must include your student ID and your name (or group name).

NOTES TO STUDENTS FOR SUBMISSION

Check carefully the submission date and the instructions given with the assignment. Late assignments will not be accepted.

Ensure that you give yourself enough time to complete the assignment by the due date.

Do not leave things such as printing to the last minute – excuses of this nature will not be accepted for failure to hand-in the work on time.

You must take responsibility for managing your own time effectively.

If you are unable to hand in your assignment on time and have valid reasons such as illness, you may apply (in writing) for an extension.

Failure to achieve a PASS grade will results in a REFERRAL grade being given.

Take great care that if you use other people’s work or ideas in your assignment, you properly reference them in your text and any bibliography.

NOTE: If you are caught plagiarizing, the University policies and procedures will apply.

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Achievement Summary

QualificationPearson BTEC Level 5 HND Diploma in Business (QCF)

Assessor name

Ms. Doti Chee/ Mr. Nguyen Thai

Ha

Unit Number and title Unit 4: Marketing Principles Student name

Evidence checklist

Summary of evidence required by student Evidence presented

Task 1 Provide a report plus 7 – 10 ppt slides to the Marketing Director of Vinafame Company in task 1 to (1.1) explain the various elements of the marketing process and (1.2) evaluate the benefits and costs of a marketing orientation for Vinafame Company

Task 2 Write a report to (2.1) show macro and micro environmental factors which influence marketing decisions; (2.2) propose segmentation criteria to be used for products in different markets; (2.3) choose a targeting strategy for Vinafame Company in Hanoi; (2.4) demonstrate how buyer behaviour affects marketing activities in different buying situations and (2.5) propose new positioning for Vinafame Company’s newly developed product

Criteria Referenc

e

To achieve the criteria the evidence must

show that the student is able to:

Assessor CommentsAchieved?

(tick)Internal Verified

LO 1 Understand the sources of finance available to a business:

1.1Explain the various elements of the marketing process

1.2

Evaluate the benefits and costs of a marketing orientation for a selected organisation

Criteria To achieve the criteria Assessor Comments Achieved? Internal

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Reference

the evidence must show that the student

is able to:(tick) Verified

LO 2Analyse the implications of finance as a resource within the business

2.1

Show macro and micro environmental factors which influence marketing decisions

2.2

Propose segmentation criteria to be used for products in different markets

2.3

Choose a targeting strategy for a selected product/service

2.4

Demonstrate how buyer behaviour affects marketing activities in different buying situations

2.5

Propose new positioning for a selected product/service

Higher Grade achievements (where applicable)

Grade descriptorAchieved

?(tick)

Internal

Verified

Grade descriptorAchieved

?(tick)

Internal Verified

M1: Identify and apply strategies to find appropriate solutions

D1: Use critical reflection to evaluate own work and justify valid conclusion

M2: Select/design and apply appropriate methods/techniques

D2: Take responsibility for managing and organising activities

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M3: Present and communicate appropriate findings

D3: Demonstrate convergent/lateral/creative thinking

Assignment Feedback

Formative Feedback: Assessor to Student

Action Plan

Summative feedback

Feedback: Student to Assessor

Assessor declaration

I certify that the evidence submitted for this assignment is the learner’s own. The learner has clearly referenced any sources used in the work. I understand that false declaration is a form of malpractice.

Assessor Signature

Date

Student Signature Date

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FOR INTERNAL USE ONLY VERIFIED YES NO

DATE : .......................................................................

VERIFIED BY : .......................................................................

NAME : .......................................................................

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TABLE OF CONTENT

I.Introduction.......................................................................................................12

II.Major Findings...................................................................................................13

TASK 1..............................................................................................................13

1. Various elements of the marketing process.........................................13

1.1. Situation analyse...........................................................................13

1.2. Marketing Strategy........................................................................13

1.3. Marketing Mix Decisions................................................................13

1.4. Implementation & Control.............................................................14

2. Benefits and costs of a marketing orientation.....................................14

TASK 2..............................................................................................................15

1. Macro and micro environmental factors..............................................15

1.1. Micro environment.........................................................................15

1.1.1 Firm............................................................................................15

1.1.2 Suppliers.....................................................................................16

1.1.3 Competitors................................................................................16

1.1.4 Intermediaries............................................................................16

1.1.5 Customers..................................................................................17

1.1.6 Public..........................................................................................17

1.2. Macro environment........................................................................17

2. Segmentation......................................................................................19

3. Targeting.............................................................................................20

4. Buyer Behaviour..................................................................................21

5. Positioning...........................................................................................22

III.Conclusion.......................................................................................................22

IV.References.......................................................................................................23

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I. Introduction

In this report, I will introduce about the new product AAD: Alcohol Antidote. After that, I will explain about basic concepts of Marketing. There are 5 concepts of Marketing Management Philosophy (YourArticleLibrary.com: The Next Generation Library, 2012)

The first concept is marketing concept. In this concept, the company focus on the customers’ needs and wants. The company have to analyse the environment and find out the trend of customers. After that, they base on the research and create a product which better than the competitors’ ones.

The second concept is product concept. Nowadays, people prefer products which have high quality and performance. Thus, the company design the marketing strategy how to increase the quality of product in customers’ mind. However, the customers also care about the price of productions, so a product has high quality and price can satisfy the buyer. Focusing on quality is not a good way to marketing.

Because the buyers always want the great quality products with medium or low price, the producers find the way to minimum the cost. That also the content of the third concept. Company always have objective to have the profit as high as possible, therefore they produce many goods in the same time to decrease scale production.

The company want to sell everything they produce, and to do that, they have to attract customers. Selling concept said that the producer have to satisfy the customers and never leave them to themselves. The company have to do business with the mind sell what they have and promote and persuade their goods are what customers are finding.

The last one is social marketing concept. The company not only focus on the quantity of product but also the social benefits. For example, Volkswagen create a tool that the checkers can find out exactly the smoke per car. The air was polluted badly. Nowadays, people in the world discriminate the car of Volkswagen. So each company should care more about social instead of trying to make profit as much as possible even it is wrong.

And after that I will talk about the detail of Vietnam environment and strategy, marketing process of new product.

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II. Major Findings

TASK 1

1. Various elements of the marketing process

Under marketing concept, the company must do a research to find out the trend of customers, analyse the situation of company and the environment to make the most suitable product. According to Marketing process (Netba.com, 2015), a complete process includes 4 step. After that, I will show off the detail of each step:

1.1. Situation analyse

In this step, the company must to search the wants and needs of customers. Moreover, they also understand the ability and environment of themselves. So they have to the research about the micro environment and external environment. Micro environment such as the labour, land, cost, machine equipment, etc… Whereas, the macro environment was affected by political, economic, social and technology. The marketers have to care about the history, present and the other factors in the future. The good research about history will help them have an exact predict in the future about products and trend. The situation analyse step will help them definition the wants and needs of customers to satisfy them and avoid to lose the competitors.

1.2. Marketing Strategy

After the company identify exactly the wants and needs of customers they have enough information to have plan to develop the product. The analysing research with the detail about the environment help the marketers chose the most suitable for the company. A suitable segment may be not the largest, it is a segment which the company can deal with the delivery from customers while making profit. A strategy includes 3 steps: Segmentation, Targeting and positioning the product in customers’ mind. Segmentation is divide the customers by group base on the factors such as age, gender, geography, job, etc… The next step is targeting the most suitable segment. The marketers can use MASE factors to decide the segments they want to focus on. Finally, they have to create a image about the brand in customers’ mind. In this step, company should focus on the question: How do the customers think about the brand? Doing exactly 3 steps, the company can have a complete strategy for company in the future.

1.3. Marketing Mix Decisions

In this step, the producers focus on the parameters of the marketing mix. Marketing mix includes 4P: product, price, place and promotion. In the first P “place”, company must to identify the variety, quality, design, package and brand of product. In “price”, they have to decide they will need how many intermediaries between them and buyers or other business. Moreover, they need care about payment plan and credit term for their own company. The next is place. The company should think about distribution, delivery, retain location, etc… Finally, they discuss the way to promote the new product foe customers and other business. They should care about the advertising and other social relationship, personal selling, etc…

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1.4. Implementation & Control

At the time of process, the marketing strategy and products were public. After the products join in the market, the marketers should subscribe the environment to prepare for all of changes. The company also care about the services after buying goods, so they can keep the customers in the long term. When the customers are loyal with this brand, they do not care much if the price rise. Moreover, the company has amount of customers, they don’t have to use money for advertising project.

WeaknessA extremely new in the worldHave no knowledge and

experiences about Vietnam environmentDon’t have a group of loyalty

customersDon’t have the relationship with the

suppliers

StrengthThe Government support the

international companies about investment, franchising.

The international companies can be increase from 25% to 20% or 15% or 10% of profit before tax (it’s up to the standard about supporting investment)

The international companies maybe not to pay the tax in 2 years

All the international companies have to follow the labour law and the rights in Vietnam

GDP increased while the inflation rate decreased

The labour force is high and cheapThe habitat of Vietnamese; always

drink alcohol in the special eventsThe development of technology was

applied in agriculture.

OpportunityThere are only 2 competitors in the

same market

ThreatsThe scandal before about the anti-

alcohol dote

2. Benefits and costs of a marketing orientation

The marketing orientation is product orientation. After that, I will show the detail about the benefits and costs of this orientation.

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Benefits:

- The quality of product will be as high as possible and the feature of this product will be superior that the normal product.

- Satisfy the wants, delight and needs of customers so customers are loyal woth the brand

- Attract the care of buyers and it maybe the trend in the future

- If the product is popular, more and more people know about the brand, create the great image in customers’ mind.

Costs:

- Salary for labours, hire the great designers

- The fee to hire land and buy the most modern machinery

- Opportunity cost: The company can forget other great projects

- The fee for marketing agency or research market project

TASK 2

1. Macro and micro environmental factors

To make decision, Vinafame has to do the research about the macro and micro environment in Vietnam.

External:

1.1. Micro environment

1.1.1 Firm

Vinafame is a newly established company in Hanoi, Vietnam. Vinafame is a Japan company with 10 year-old history as a company with creative products. Nowadays, our company is operating in Thailand and China. Vinafame Company has looked to Asia to further room to grow and especially in Vietnam. In the Vietnam market, Vinafame want to develop an innovative product as AAD: anti-alcohol dote.

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1.1.2 Suppliers

The main ingredients of AAD:

Grape

Carbohydrates

Vitamin C

Citric Acid

Honey

Taurine

Water

The grape and honey were ordered from the farmers. The company order the amount of vitamin C from drug store. After that, the company can buy PET bag from Ngoc Nghia JSC while glass bottles in OI-BJS Vietnam.

The main ingredients are grape and honey bought from famers, so the cost for it may lower than order from other business. However, the company has to check the quality of the goods carefully to make sure it is good enough for their own products. Besides that, the company must control the day when they can receive the ingredients and make the other plan instead of problems such as bad weather. If the suppliers are great, the company should keep the good relationship co they can buy the goods with a price which is not as high as in the market.

1.1.3 Competitors

In Vietnam, nowadays, there are not much the company focus on anti-alcohol dote. In the market, there are only 2 kinds of anti-alcohol dote: Ukon from japan and Ruta-21 from Vietnam. All of 2 these types of anti-alcohol dote are new with people. As can be seen, 3 of company are all the same level in the market and in the customers’ mind.

1.1.4 Intermediaries

In the Vietnam market, there are 44 types of intermediaries: financial intermediaries, agencies, reseller, and wholesalers. Nowadays, this brand is extremely new for Vietnamese, so the company need to use agencies only to promote about the product. They will do whole the things from advertising to organize the events to persuade people to buy the product. Because Vinafame is a new company in Vietnam, the producers are not sure about the market in Vietnam and have no experience about the culture, religion,… So the best way to promote the product as soon as possible is hire a marketing agency. However, Vinafame also minimum the cost for hire the intermediaries so they should hire a famous and reliable marketing agency.

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1.1.5 Customers

The main customers of company are housewives and drinkers. Housewives are the ones who care the most about the health of her husband so they buy it for husband to improve the health. Besides that, for drinkers, who have to drink for business work can rise the health when use too much alcohol.

1.1.6 Public

Public is defined as “any group that has an actual or potential interest in or impact on a company’s ability to achieve its objective”. When a company public their information, they can receive more money from investors, however, the authority to vote in the company of the existing shareholders. Thus the conflicts between stakeholders are worse.

1.2. Macro environment

Political:

- The Government support the international companies about investment, franchising.

- The international companies can be increase from 25% to 20% or 15% or 10% of profit before tax (it’s up to the standard about supporting investment)

- The international companies maybe not to pay the tax in 2 years- All the international companies have to follow the labour law and the rights in

Vietnam(Dncustoms.gov.vn, 1996)

Economics:

2012 2013 2014

GDP (USD) 155,82 billion 171,22 billion 186,2 billion

Inflation rate 9.2% 6.6% 4.1%

(Worldbank.org, 2015)

(Tradingeconomics.com, 2015)

As can be seen, the GDP Vietnam increased in the period 3 years, this information showed that the earning of Vietnamese went up. Moreover the inflation rate has decreased so people had the thinking that improve the standard of their lives. Therefore, they can buy more products, so the profit may went up.

Social:

Culture:

Following Timmoi (Timmoi.vn, 2012), Vietnam is one of the top country which consume beer and alcohol in the world. According to a research, in 2012, people drank 182.69 billion beer, the highest figure in the 25 years. In the next years, the number can increase.

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The Vietnamese always drink alcohol when they meet each other in the events such as: tet holiday, mid-autumn the dependant day… even when they meet the relatives in the officer or roads. They think alcohol is the best way to begin the conversation so even the staff in office, they always drink in the shop together. However, they do not focus on the moment when they are not of sound mind, they can have accidents. People do not have the thinking that ask someone who can take them back home because they want to show that they are refresh enough to come back home. That is the reason why there are so many accident because of alcohol.

The working age:

Age Total Male FemaleTotal 100,0 100,0 100,00-4 8,0 8,5 7,55-9 7,9 8,3 7,410-14 8,2 8,6 7,715-19 9,2 9,5 8,820-24 8,5 8,6 8,425-29 8,5 8,6 8,530-34 7,9 7,9 7,835-39 7,6 7,7 7,540-44 7,3 7,2 7,345-49 6,8 6,8 6,750-54 6,2 5,9 6,555-59 4,2 4,1 4,460-64 2,8 2,7 3,2Over 65 6,9 5,6 8,3

 (Mic.gov.vn, 2011)

According to the table above, in 2011, the percentages of male was 66.3% and female was 61.5%. As can be seen, the number of people who in working age was higher than a half. The number of labour was high so the company do not have to be worry about the labour force. Moreover, too much people in the working age while the chance to have a good job was low, so they could accept the job with low easily. Therefore, the company can be minimum the cost for labour when start up the business in Vietnam.

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Technology

The machinery of Vinafame will be transfer from Japan, however, the company should care about the technology of Vietnam. The farmers in Vietnam knew that when they apply the technology, they will have more product. Besides that, the scientific also find the new solution to improve the quality and growth the number of goods (khoahoc.tv, 2015). So when buying the grapes and honey from farmers, the company can reduce the problem about they do not have enough ingredient on time.

2. Segmentation

- Business to Customer: male and female over 15 years old

- Business to Business: restaurant, hospital, drugstore.

Factor Detail

Measurable The figure:

-Drugstore: 7490

-Hospital: 75

-Restaurant: 83

Accessible Resource of company:- 5000 employees and assets: 328 billion VND => the company

can achieve amount of product

Sustained - Drugstore and hospital are the place that the consumption is higher than restaurant=> drugstore and hospital make more profit for company

- Even though, the drinkers usually are male, they never try AAD to refresh the body after drinking alcohol. While their wives, mom always take care about their health => the main customers are the female over 18 years old

Actionable BTB:- Come to each place to promote about the product

- Give them the sample

BTC:- Come to each family and give them sample free

- Hire a famous and reliable marketing agency

- Create the official website

- Promote in the TV, newspaper,etc..

(Msd-vietnam.com, 2015)

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(Tin tuc 24h, 2015)

(Tripadvisor.com.vn, 2015)

The Vinafame should choose drugstore and female who over 18 years old. Because Vinafame has the amount of employees and assets, they can produce much more products. Moreover, drugstore and female are the 2 groups of people who buy AAD the most so they can make as much as profit for the company. So Vinafame should focus on drugstore and femaile who over 18 years ols

3. Targeting

After identify the segmentations which are the most suitable for the company, Vinafame should discuss to choose a target marketing. For a new product as AAD, the company should choose niche marketing to promote the product to the public.

The consideration of company resource:

Factor Detail

Man About 5000 staff

Money Asset: about 328 billion VND

Current liability: 2 billion VND

Machinery Order from the big company in Japan

Materials The raw materials are ordered from farmers

The packages buy from 2 companies: Ngoc Nghia JSC

OI-BJS Vietnam.

The consideration of the degree of product variability:

AAD was divided 2 types of package: bag and bottle. With AAD bag, the customers will be easy to take away with themselves. They also put it into refrigerator to keep it cool and safety, avoid it crash or broke. A bag is enough for a drinker. However, for someone who want to keep large of amount at home can use glass bottle instead of bag. A bottle can be used for 3-4 times. The buyers also put it into refrigerator but you should out it in the safety place because it can be broken and its waste to lost all of the anti-alcohol dote.

The consideration of competitors’ marketing strategiesVinafame has 2 competitors: Ukon from japan and Ruta-21 from Vietnam. All of

these companies choose niche marketing. They also focus on the single segmentations and promote their anti-alcohol dote. They promote in many case such as website, facebook…

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4. Buyer Behaviour

“The consumer buying process is a complex matter as many internal and external factors have impact on the buying decisions of consumers” (Learning Marketing, 2015). After that, I will demonstrate the effect of drugstore and female over 18 years old.

Drugstore:

Factor Detail

Problem recognition They want to sell the AAD as an intermediary to make profit

Information search They can search for the information about the Vinafame in the official website of company or they can listen information from marketing agency

Evaluation of alternatives

They can compare the price and quality with the products of franchising in Vietnam

Purchase decision They come to sign the agreement

Post purchase behaviour

If the business is success, they can have profit from AAF

If the business is fail, all of 2 parts: drug store and Vinafame have to deal with the loss, of course in the future, Vinafame and drug store do not have good relationship and so the selling of Vinafame can be stopped.

Female over 18 years old

Factor Detail

Problem recognition They want to use the product to improve the health of their husband, granpa, brother or even themselves

Information search They can ask from friends, the marketers of company or search the information of the official website

Evaluation of alternatives

They compare directly the price and the quality with the product of competitor

Purchase decision They decide to buy it

Post purchase behaviour

If they satisfy with the quality of product, they can come Vinafame more and more timesIf the quality can persuade the customers’ delight, they will not buy the product anymore. So the brand lose the loyalty customers and can not create the good image in customers’ mind

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5. Positioning

Quanlity

Ukon from japan

Ruta-21 from Vietnam

AAD

Price

Even though 2 competitors joined in Vietnam market before, they still not create the good image in customers’ mind. There are so much scandal about the quality of anti-alcohol dote. Because AAD is an extremely new brand in Vietnam, not much people know about AAD. Moreover, the Vietnamese is affected by the scandal so they think AAD is a bad product. However, in the future, AAD want to create the image with high quality and suitable price. A product not only reduce the level of alcohol in blood of drinkers, but also refresh liver, put the poison away the body.

III. Conclusion

In this report, I demonstrated the micro and macro environment which have the directly impact to the company. Moreover, I also give the detail about the strength, weakness, opportunity and threat when star up business in Vietnam. Besides that, I also identified the main segments for company: drugstore and female who over 18 years old. Finally, I showed off the position which the Vinafame want to become in the future.

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IV. References

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http://www.dncustoms.gov.vn/Data/Luat/luat_dt_nuoc_ngoai.htm [Accessed 11 Oct.

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2 Khoahoc.tv, (2015). Những sáng tạo khoa há»c nâng cao hiệu quả sản �xuất nông nghiệp | Khoa Há»c - KhoaHoc.tv� . [online] Available at:

http://khoahoc.tv/doisong/ung-dung/59650_nhung-sang-tao-khoa-hoc-nang-cao-hieu-

qua-san-xuat-nong-nghiep.aspx [Accessed 11 Oct. 2015].

3 Learnmarketing.net, (2015). Consumer Buying Behaviour. [online] Available at:

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4 Mic.gov.vn, (2011). Cơ cấu dân số và lực lượng lao động tại

Việt Nam. [online] Available at: http://mic.gov.vn/daotaonghe/thongke/Trang/C

%C6%A1c%E1%BA%A5ud%C3%A2ns%E1%BB%91v%C3%A0l%E1%BB%B1cl

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%E1%BB%87tNam.aspx [Accessed 11 Oct. 2015].

5 Msd-vietnam.com, (2015). Hanoi News. [online] Available at: http://www.msd-

vietnam.com/Vietnamese/newsroom/Pages/HanoiNews.aspx [Accessed 11 Oct.

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6 Netmba.com, (2015). Marketing Process. [online] Available at:

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7 Tin tức 24h, (2015). Công bố Ä‘Æ°á»ng dây nóng 75 bệnh viện ở �Hà Ná»™i. [online] Available at: http://www.24h.com.vn/tin-tuc-trong-ngay/cong-

bo-duong-day-nong-75-benh-vien-o-ha-noi-c46a676055.html [Accessed 11 Oct.

2015].

8 Tinmoi.vn, (2012). Việt Nam thuá»™c nhóm nÆ°á»›c tiêu thụ bia nhiá»u �nhất thế giá»›i. [online] Available at: http://www.tinmoi.vn/viet-nam-thuoc-

nhom-nuoc-tieu-thu-bia-nhieu-nhat-the-gioi-01707621.html [Accessed 11 Oct. 2015].

9 Tradingeconomics.com, (2015). Vietnam GDP | 1985-2015 | Data | Chart | Calendar

| Forecast | News. [online] Available at:

http://www.tradingeconomics.com/vietnam/gdp [Accessed 11 Oct. 2015].

10 Tripadvisor.com.vn, (2015). Nhà hàng tại Việt Nam, Châu AÌ: Xem 6.102 �nhà hàng có 256.559 đánh giá - TripAdvisor. [online] Available at:

https://www.tripadvisor.com.vn/Restaurants-g293921-oa70-

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Vietnam.html#LOCATION_LIST [Accessed 11 Oct. 2015].

11 Worldbank.org, (2015). Vietnam Home. [online] Available at:

http://www.worldbank.org/en/country/vietnam [Accessed 11 Oct. 2015].

12 YourArticleLibrary.com: The Next Generation Library, (2012). 5 Important Concept

of Marketing Management Philosophy. [online] Available at:

http://www.yourarticlelibrary.com/marketing/5-important-concept-of-marketing-

management-philosophy/1076/ [Accessed 10 Oct. 2015].

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