Vinamilk Marketing
Table of content
Table of content 1
Executive summary 2
1. Introduction 3
2. Research purpose 3
3. Objectives 3
a. Marketing objectives 3
b. Financial objectives 4
4. Business environment: 4C model 4
a. Company levels 4
b. Customers 5
c. Competitors 6
d. Climates 8
5. Strategy: Porter suggested strategy 11
6. Conclusion 12
Appendix 13
Reference 14
Executive summary
The following marketing plan forms the basis for the introduction of an innovative new product from Vinamilk Company after dwindling sale of a poor designed, quality, attached service and unreasonable price. The analysis will expose an outline of the best marketing strategies to allow Vinamilk approach the achievement of the company’s strategic goals. “Vinamilk Fresh Milk” will be marketed as a unique functional drink while to striving to reinforce the company’s status as the leader in Vietnam dairy industry.
The main aim of this report is to present the situation analysis that contains all macro and microenvironment factors that impact Vinamilk Fresh Milk product. Hence, 4 C model will be also conducted to examine the company’s situational analysis consisting of company level, competitor factor, customer factor, climate factor in order to build up solutions from the company’s strengths and external opportunities to cope with external threats as well as internal weaknesses. Understanding internal and external factors, which have impacts on the product, is the very vital step to establish the successful strategies to launch Vinamilk Fresh Milk to both domestic and international market. Embracing differentiate strategy, Vinamilk attempts to reach the customers in the way in which Vinamilk will meet the customer demand with a product of high quality, outstanding service and image reputation.
Introduction
The Vinamilk Company considers the quality and creation as the companion of Vinamilk in order to focus and commit to all demands of customers. Founded in 1976, Vinamilk is the nation’s leading
Table of content 1
Executive summary 2
1. Introduction 3
2. Research purpose 3
3. Objectives 3
a. Marketing objectives 3
b. Financial objectives 4
4. Business environment: 4C model 4
a. Company levels 4
b. Customers 5
c. Competitors 6
d. Climates 8
5. Strategy: Porter suggested strategy 11
6. Conclusion 12
Appendix 13
Reference 14
Executive summary
The following marketing plan forms the basis for the introduction of an innovative new product from Vinamilk Company after dwindling sale of a poor designed, quality, attached service and unreasonable price. The analysis will expose an outline of the best marketing strategies to allow Vinamilk approach the achievement of the company’s strategic goals. “Vinamilk Fresh Milk” will be marketed as a unique functional drink while to striving to reinforce the company’s status as the leader in Vietnam dairy industry.
The main aim of this report is to present the situation analysis that contains all macro and microenvironment factors that impact Vinamilk Fresh Milk product. Hence, 4 C model will be also conducted to examine the company’s situational analysis consisting of company level, competitor factor, customer factor, climate factor in order to build up solutions from the company’s strengths and external opportunities to cope with external threats as well as internal weaknesses. Understanding internal and external factors, which have impacts on the product, is the very vital step to establish the successful strategies to launch Vinamilk Fresh Milk to both domestic and international market. Embracing differentiate strategy, Vinamilk attempts to reach the customers in the way in which Vinamilk will meet the customer demand with a product of high quality, outstanding service and image reputation.
Introduction
The Vinamilk Company considers the quality and creation as the companion of Vinamilk in order to focus and commit to all demands of customers. Founded in 1976, Vinamilk is the nation’s leading