Vissan- A Leading Vietnamese Brand

Table of Contents: Page
Introduction … … … … … … … … … … … … … … … … … … … … … … … … … … … 2
Background Information of Vissan Limited Company… … … … … … … … … 2
The Company’s Overall Marketing Orientation … … … … … … … … … … … .. 2 +Vissan’s Marketing Process … … … … … … … … … … … … … … … … … … …. 5 +Vissan’s Marketing Orientation … … … … … … … … … … … … … … … … …. 9
Recommendations for Improvement in Marketing Orientations … … … … 13
Conclusion … … … … … … … … … … … … … … … … … … … … … … … … … … … … 14
References … … … … … … … … … … … … … … … … … … … … … … … … … … … … 14

INTRODUCTION
The purpose of this report is to be analyzed for Vissan right direction and have created a significant step forward in the company 's marketing strategy. Besides, it also evaluates the effectiveness of the orientation that company chooses in approaching its customers. This analysis also aims to set out other potential solutions to improve over the company’s marketing strategy as well as the company’s products. Focused mainly on the canned product line is one of the essential products and importance of Vissan.

BACKGROUND INFORMATION OF VISSAN LIMITED COMPANY
Vissan is one of famous labels in VietNam (VN), and it has high position in consumer’s heart. Vissan not only take 50% rate of food processing in VN, but it also export products to difficult market in the world. Products of Vissan become a part of each meal of Vietnamese, and they are having a lot of types of product to meet customer needs. We specialize in producing, processing and trading of pork and beef products, frozen seafood, canned foods, pasteurized products sausages….. Especially, frozen food and canned products are the mainly goods of Vissan, one of them is frozen food which is the most likely in Russia and Eastern Europe market. All of this, Vissan achieve these success until now because we applies production concept and product concept very

References: According to Kotler et al (2009).