Assignment 1 - Unit 2 Marketing Processes and Planning Level 4 BTEC HND
Added on 2023-04-04
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1
ASSIGNMENT 1 FRONT SHEET
Qualification BTEC Level 4 HND Diploma in Business
Unit number and title Unit 2 Marketing Processes and Planning
Submission date 10/03/2023 Date Received 1st submission
Re-submission Date Date Received 2nd submission
Student Name Tran Thi Ngoc Tam Student ID BH01016
Class BA0602 Assessor name Ngo The Nam
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.
Student’s signature Tam
Grading grid
P1 P2 M1 M2 D1
ASSIGNMENT 1 FRONT SHEET
Qualification BTEC Level 4 HND Diploma in Business
Unit number and title Unit 2 Marketing Processes and Planning
Submission date 10/03/2023 Date Received 1st submission
Re-submission Date Date Received 2nd submission
Student Name Tran Thi Ngoc Tam Student ID BH01016
Class BA0602 Assessor name Ngo The Nam
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.
Student’s signature Tam
Grading grid
P1 P2 M1 M2 D1
2
Summative Feedback: Resubmission Feedback:
Grade: Assessor Signature: Date:
Internal Verifier’s Comments:
Signature & Date:
Summative Feedback: Resubmission Feedback:
Grade: Assessor Signature: Date:
Internal Verifier’s Comments:
Signature & Date:
3
Table of Contents
I. Introduction ............................................................................................................................. 4
II. Overview of the marketing process........................................................................................... 4
2.1 Marketing concept: ................................................................................................................. 4
2.2 Overview of the marketing process:.......................................................................................... 5
2.2.1 Understanding the marketplace and customer needs: ............................................................... 6
2.2.2 Designing a customer-driven marketing strategy: ..................................................................... 7
2.2.3. Creating a complete advertising strategy .................................................................................. 7
2.2.4. Engage customers, domesticate worthwhile connections, and pride customers ........................ 8
2.2.5. Identifying and capturing client value ...................................................................................... 9
III. Analysis of the role, tasks of marketing fumction of Vinamilk .................................................... 9
3.1. MICROENVIRONMENT: .............................................................................................................. 11
3.2. MACRO ENVIRONMENT: ............................................................................................................ 14
VI. Analyze of effective relationship between the marketing department and other departments
and functions in Vinamilk ....................................................................................................... 16
4.1. Marketing department vs Sales department ........................................................................... 16
4.2. Marketing department vs Finance and Accounting department ................................................... 17
4.3. Marketing Department and Operations and Production Management Department ................... 17
V. Conclusion .......................................................................................................................................... 18
VI. References ......................................................................................................................................... 18
Table of Contents
I. Introduction ............................................................................................................................. 4
II. Overview of the marketing process........................................................................................... 4
2.1 Marketing concept: ................................................................................................................. 4
2.2 Overview of the marketing process:.......................................................................................... 5
2.2.1 Understanding the marketplace and customer needs: ............................................................... 6
2.2.2 Designing a customer-driven marketing strategy: ..................................................................... 7
2.2.3. Creating a complete advertising strategy .................................................................................. 7
2.2.4. Engage customers, domesticate worthwhile connections, and pride customers ........................ 8
2.2.5. Identifying and capturing client value ...................................................................................... 9
III. Analysis of the role, tasks of marketing fumction of Vinamilk .................................................... 9
3.1. MICROENVIRONMENT: .............................................................................................................. 11
3.2. MACRO ENVIRONMENT: ............................................................................................................ 14
VI. Analyze of effective relationship between the marketing department and other departments
and functions in Vinamilk ....................................................................................................... 16
4.1. Marketing department vs Sales department ........................................................................... 16
4.2. Marketing department vs Finance and Accounting department ................................................... 17
4.3. Marketing Department and Operations and Production Management Department ................... 17
V. Conclusion .......................................................................................................................................... 18
VI. References ......................................................................................................................................... 18
4
I. Introduction:
I am applying for the position of Marketing Manager in Vietnam Dairy Products Joint Stock Company,
commonly known by the brand name Vinamilk, which is a company that manufactures and sells milk and
dairy products. During the interview, I was asked to discuss the concept of Marketing and the role of the
Marketing department at Vinamilk. At the same time, I will also show the relationship between the
Marketing department and other functional departments in the company in the report. This company
has a strong and effective marketing strategy to help increase sales and maintain the growth of the
brand. Vinamilk has used many different marketing strategies to attract customers, including: Pricing
strategy, Advertising strategy, distribution strategy, promotion. All the above strategies have helped
Vinamilk create a strong brand and increase their sales.
II. Overview of the marketing process:
2.1. Marketing concept:
According to Lawrence J. Gitman, marketing is the technique of getting the proper items or offerings or
thoughts to the proper humans at the proper place, time, and price, the usage of the proper
merchandising strategies and making use of the fantastic humans to grant the consumer carrier related
with these goods, services, or ideas. This idea is referred to as the “right” principle and is the groundwork
of all advertising and marketing strategy. We can say that advertising and marketing is discovering out
the desires and wishes of conceivable consumers (whether companies or consumers) and then supplying
items and offerings that meet or exceed the expectations of these buyers. Marketing is about developing
exchanges. A change takes location when two events provide some thing of cost to every different to
fulfill their respective desires or wants. In a standard exchange, a client trades cash for a true or service.
In some exchanges, nonmonetary matters are exchanged, such as when a character who volunteers for
the corporation charity receives a T-shirt in change for time spent. One frequent false impression is that
some human beings see no distinction between advertising and sales. They are two exclusive matters
that are each phase of a company’s strategy. Sales accommodates virtually promoting the company’s
merchandise or carrier to its customers, whilst advertising is the system of speaking the cost of a product
or carrier to clients so that the product or provider sells.
I. Introduction:
I am applying for the position of Marketing Manager in Vietnam Dairy Products Joint Stock Company,
commonly known by the brand name Vinamilk, which is a company that manufactures and sells milk and
dairy products. During the interview, I was asked to discuss the concept of Marketing and the role of the
Marketing department at Vinamilk. At the same time, I will also show the relationship between the
Marketing department and other functional departments in the company in the report. This company
has a strong and effective marketing strategy to help increase sales and maintain the growth of the
brand. Vinamilk has used many different marketing strategies to attract customers, including: Pricing
strategy, Advertising strategy, distribution strategy, promotion. All the above strategies have helped
Vinamilk create a strong brand and increase their sales.
II. Overview of the marketing process:
2.1. Marketing concept:
According to Lawrence J. Gitman, marketing is the technique of getting the proper items or offerings or
thoughts to the proper humans at the proper place, time, and price, the usage of the proper
merchandising strategies and making use of the fantastic humans to grant the consumer carrier related
with these goods, services, or ideas. This idea is referred to as the “right” principle and is the groundwork
of all advertising and marketing strategy. We can say that advertising and marketing is discovering out
the desires and wishes of conceivable consumers (whether companies or consumers) and then supplying
items and offerings that meet or exceed the expectations of these buyers. Marketing is about developing
exchanges. A change takes location when two events provide some thing of cost to every different to
fulfill their respective desires or wants. In a standard exchange, a client trades cash for a true or service.
In some exchanges, nonmonetary matters are exchanged, such as when a character who volunteers for
the corporation charity receives a T-shirt in change for time spent. One frequent false impression is that
some human beings see no distinction between advertising and sales. They are two exclusive matters
that are each phase of a company’s strategy. Sales accommodates virtually promoting the company’s
merchandise or carrier to its customers, whilst advertising is the system of speaking the cost of a product
or carrier to clients so that the product or provider sells.
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