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Marketing plan and SWOT - Assignment

   

Added on  2021-04-14

25 Pages6075 Words201 Views
10180375_ME_A2.2_VuPhuongHoa

Table of ContentsINTRODUCTION...........................................................................................................................................3MAJOR FINDINGS........................................................................................................................................5Task 1: Marketing Mix.............................................................................................................................5VIETCOMBANK & VPBANK...................................................................................................................5Task 2:Marketing plan and SWOT...........................................................................................................9CONCLUSION.............................................................................................................................................18APPENDIX..................................................................................................................................................19REFFERENCES............................................................................................................................................27

INTRODUCTIONMarketing is an essential part of every business. Thanks to marketing, businesses can growstrongly together with other departments such as Sales, Finance, Customer services, etc.Therefore, Marketing Department is one of the indispensable departments in the process offormation and development of businesses.Former Vietnam Foreign Trade Bank, now Joint Stock Commercial Bank for Foreign Trade inVietnam (Vietcombank) was founded and finally put into service on April 1, 1963 with either theForeign Exchange Agency's precursor organization (directly under the Bank). As thegovernment's first state-owned commercial bank to perform a pilot equitization, Vietcombankformally operated as a joint-stock commercial bank on June 2, 2008 after it was successfullyimplemented. Plan for equalization through the initial public offering. Vietcombank stock (VCBstock code) was officially listed on the Ho Chi Minh Stock Exchange on June 30, 2009.On August 12, 1993, Vietnam Prosperity Joint Stock Commercial Bank (VPBank) was founded.VPBank has grown its network to 227 payment points with a workforce of almost 27,000employees after more than 26 years of operation. In the first six months of 2019, total operatingprofits amounted to VND 16.832 billion. Gradually, VPBank asserts the community's credibilityas a competitive bank with reliable and responsible financial capacity. VPBank's phenomenalgrowth is expressed vividly in the expansion of the nationwide network of branches andpayment points and the diversified creation of sales and distribution channels.

MAJOR FINDINGSTask 1: Marketing MixVIETCOMBANK & VPBANKThe 7P Marketing paradigm is one of the concepts that accompany the business andorganizational leadership pattern of inspiring marketing. This marketing model of 7P consists ofThree steps: 1 phase is "4P," i.e. 4 basic marketing planning features.It is a collection ofconsumer solutions (or strategies), from concepts to product development, in which the productis an unforgotten array of benefits; The next class is the marketing solutions, ranging from valueto discount delivery and consumer price; next are distribution and selling solutions and finallybranding solutions.(Vietnam, 2019)Marketing mix: The marketing mix applies to the set of conditions or strategies that anorganization uses to advertise its label or service. The 4Ps represent a standard advertisingmix-price, brand, promotion and venue. Nevertheless, the advertising mix nowadays frequentlyinvolves several other Ps as critical mix components such as branding, positioning, people andeven politics.1. ProductsA service or product that is launched and developed in the market with the company'sownershipVietcombank is the first digital bank in the financial industry to develop internet banking servicesin Vietnam, so their products and services are extremely prominent with VCB-IB @ NKINGwhich is considered as a remarkable product. a step forward of the market movement era andthe foundation for bringing a new habit in consumer behavior of users in the digital age.Immediately after being launched to customers, VCB-IB @ NKING has made a breakthrough inthe industry and left many changes for many commercial banks. In Vietnam's trade industry,they pay attention to boosting investment in digital products. For them, continuous improvementand change has been a goal they have been aiming for over the years with continuous

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