Unit 1: Marketing Essential

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QualificationBTEC Level 4 HND Diploma in Business
Unit number and titleUnit 1: Marketing Essential
Submission dateDateReceived1stsubmission
Student NamePhan Thi Khanh VyStudent IDGBD191192
ClassGBD0901AAssessor name
Student declaration
I certify that the assignment submission is entirely my own work and I fully understand the consequences of plagiarism.I understand that
making a false declaration is a form of malpractice.
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Nowadays, there are some controversies of BOD over whether the marketing department is not
necessary for the advancement of businesses in the B2B industry. In fact, a strong marketing
team plays a paramount role for achieve organizational objectives as well as enhancing
competitive advantages in the market. Therefore, in order to prove how marketing crucial in the
developing modern economy, this report will clarify clearly the definition and the marketing
concept, the vital roles and responsibilities of the Marketing function and its interrelationships
with other functional units in the B2B enterprise. To be more specific, the Hoa Sen Group is
mentioned as a prime example.
HSG is the number one enterprise in the field of steel sheet production and trading in Vietnam
and is also the leading steel sheet exporter in Southeast Asia. Based on Hoa Sen Group's
official website, the following is some general information about Hoa Sen Group includes name,
headquarter, brief history, product portfolio, mission, vision, and recent Objectives(Hoa Sen,
Company name:Hoa Sen Group
Headquarter address:No. 09, Thong Nhat Boulevard, Song Than 2 Industrial Park, Di An
Ward, Di An Town, Binh Duong Province, Vietnam.
Company's brief history:
August 8, 2001:Hoa Sen Joint Stock Company, the precursor of Hoa Sen Group
established with an initial charter capital of 30 billion VND, 22 labors and three
distribution branches.
November 2016:Hoa Sen Steel Sheet Joint Stock established with the charter capital
of 320 billion VND.
December 2007:Hoa Sen Joint Stock Company renamed Hoa Sen Group and
merged three companies Hoa Sen Steel Sheet Joint Stock Company, Hoa Sen
Building Materials Joint Stock Company and Hoa Sen Building Mechanical Joint Stock
December 5, 2008: 57.038.500 stocks of Hoa Sen Group are listed on the HCM City
Stock Exchange.
2009 - 2010:The charter capital grew up from 570,39 billion VND to 1.007,91 billion
2010- 2011:Export revenue reached 101 million USD.
2012:Becoming the leading steel sheet exporter in Southeast Asia.
2012 - 2019:Achieved a series of great awards for quality and brand service.
Product portfolio:
Steel Sheet In Colt Hoa Sen: aluminum-zinc alloy-coated steel sheet, galvanized steel
sheet, pre-painted galvanized steel sheet, and so on.
Steel Pipe
Plastic pipe: UPVC Plastic Pipe, HDPE Plastic Pipe, PP-R Plastic Pipe, and so on.
Source:Hoa Sen, 2020.
Mission, vision, recent objectives:
Mission:Providing products and services that ensure international quality, reasonable
prices, diverse designs, environmentally-friendly, meeting consumer needs under the
Hoa Sen brand, contributing to change the national architectural appearance and
community development. Also, innovating and growing continuously to affirm the
position and mission of a dynamic, inventive, pioneering Vietnamese enterprise in
both business and community activities in order to raise a high situation in the global
market(Hoa Sen, 2020).
Vision:Becoming the leading economic group in Vietnam. In particular, focusing on
the production and distribution field of building material products through firm's
sustainable development strategy based on a chain of core competitive advantages,
in parallel with the aim of similarity evolution and protect habitat so as to bring the
highest value for investors, employees, buyers, and society(Hoa Sen, 2020).
Recent objectives:
Based on the Annual Report 2017, Hoa Sen Group also sets objectives strategy for the
development period from 2018 to 2023, the two images below are specific contents of those
goals(Hoa Sen, 2018).
1. The definition of Marketing:
Marketing is the process by which companies create value for customers and build strong
customer relationships in order to capture value from customers in return.The purpose of
marketing is to draw in new buyers and maintain relationships with existing clients by providing
them with worth and satisfaction(Kotler, Armstrong and Opresnik, 2013, p. 29).
2. The definition of Marketing roles and responsibilities:
A simple model of the marketing process consists of five steps and is divided into 2 parts. In the
first four steps, businesses work in order to understand customers' needs and wants; thereby,
they create value for customers and building strong relationships with customers. In the last
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