Vinamilk Businesss structure
HOCHIMINH CITY UNIVERSITY OF TRANSPORT
Assignment
Unit: Marketing
Topic: Vinamilk Company
Instructor: Ho Cao Viet Student name: Truong Huynh Que Chi IEC1105
Submission date: July 28th, 2012
Contents
Contents 2
Introduction 3
Vinamilk is established in 1976. 3
It is a leading dairy in Vietnam with the market share 39%. 3
Distribute widely across the country and possesses high quality product. 3 http://www.vinamilk.com.vn/?vnm=market&id=18 3
This assignment will analyse and find out more about this company. 3
Part 1- Explore the concept of segmentation, targeting and positioning: 3
1.Identify macro and micro environmental factors which influence marketing decisions and explain how they apply to your chosen company. You should use analysis tools to apply to the company: SWOT, PEST, and Five-Forces analysis 3
- Strong domestic distribution 9
- Vinamilk can not entirely active in raw material. It has to import more than 50% material -> influences turn over of Vinamilk due to fluctuation in exchange rate (4) 9
- Although Vinamilk has strong brand name and good products, its marketing is weak and is not equivalent its advantage. For example, Vinamilk has 70% - 90% fresh milk while competitors have 10%, but Vinamilk do not have strong message to affirm its strength to consumers. (5) 9
- Marketing mainly in Southern of Vietnam 9
- Vinamilk primary focuses on domestic market (80%). Abroad market is low (20%) (6) 9
2.Propose major segmentation criteria that are used for two products targeting two different markets. 13
(1)http://vietnam.unfpa.org/public/cache/offonce/lang/vi/pid/5585;jsessionid=996D34D3C3E90DB4A909ED7439600AB1 15
3.Outline the factors which influence the choice of targeting strategy for two products in two different markets. 15
4.Explain how end-consumer or buyer behavior affects marketing activities for two products of the company and its retailers. 16
Part 2- Identify and analyze the individual elements of the extended
Assignment
Unit: Marketing
Topic: Vinamilk Company
Instructor: Ho Cao Viet Student name: Truong Huynh Que Chi IEC1105
Submission date: July 28th, 2012
Contents
Contents 2
Introduction 3
Vinamilk is established in 1976. 3
It is a leading dairy in Vietnam with the market share 39%. 3
Distribute widely across the country and possesses high quality product. 3 http://www.vinamilk.com.vn/?vnm=market&id=18 3
This assignment will analyse and find out more about this company. 3
Part 1- Explore the concept of segmentation, targeting and positioning: 3
1.Identify macro and micro environmental factors which influence marketing decisions and explain how they apply to your chosen company. You should use analysis tools to apply to the company: SWOT, PEST, and Five-Forces analysis 3
- Strong domestic distribution 9
- Vinamilk can not entirely active in raw material. It has to import more than 50% material -> influences turn over of Vinamilk due to fluctuation in exchange rate (4) 9
- Although Vinamilk has strong brand name and good products, its marketing is weak and is not equivalent its advantage. For example, Vinamilk has 70% - 90% fresh milk while competitors have 10%, but Vinamilk do not have strong message to affirm its strength to consumers. (5) 9
- Marketing mainly in Southern of Vietnam 9
- Vinamilk primary focuses on domestic market (80%). Abroad market is low (20%) (6) 9
2.Propose major segmentation criteria that are used for two products targeting two different markets. 13
(1)http://vietnam.unfpa.org/public/cache/offonce/lang/vi/pid/5585;jsessionid=996D34D3C3E90DB4A909ED7439600AB1 15
3.Outline the factors which influence the choice of targeting strategy for two products in two different markets. 15
4.Explain how end-consumer or buyer behavior affects marketing activities for two products of the company and its retailers. 16
Part 2- Identify and analyze the individual elements of the extended