BTEC HND Unit 2 Marketing Essentials Report: GOHA Company Analysis

This report, submitted as part of a BTEC Level 4 HND Diploma in Business, analyzes the marketing essentials of a business, using GOHA marketing services company as a case study. The report delves into the functions of the marketing department, its interaction with the Board of Directors, and the importance of marketing in overcoming business difficulties. It defines B2B marketing, explores the micro and macro environments, and illustrates the relationship between the marketing department and other departments within a company. The report covers various aspects of marketing, including environmental analysis, market research, consumer analysis, product planning, distribution planning, promotion planning, and pricing strategies. It also discusses the role of marketing in creating a competitive position, identifying target markets, and managing marketing campaigns. The report emphasizes the importance of understanding the target audience, adapting to economic changes, and utilizing online marketing strategies to ensure business success. References are included to support the findings and analysis.

ASSIGNMENT 1 FRONT SHEET
Qualification BTEC Level 4 HND Diploma in Business
Unit number
and title Unit 2 Marketing Essentials
Submission date Date Received 1st
submission
Re-submission
Date
Date Received 2nd
submission
Student Name NGUYEN MINH TIEN Student ID BHBF200046
Class PBA17101 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
Grading grid
P1 P2 M1 M2 D1

 Summative Feedback:  Resubmission Feedback:
Grade: Assessor Signature: Date:
Internal Verifier’s Comments:
Signature & Date:

Table of contents
1
introduction……………………………………………………………………………………………………………………………………………4
2. Functions of the MKT department with the Board of Directors……………………………..…………….5
2.1 define & Function ……………………………………………………………………………………………………………..5
2.2 Orientation to manage MKT activities from time to time………………………………………………….6
2.3Marketing's role …………………………………………………………………………………………………………….7
2.4.1micro environment ………………………………………………………………………………………………………7
2.4.2 Macro environment in marketing …………………………………………………………………………………7
3 Explain the role of the MKT. department………………………………………….………………………………9
3.1 the importance of the marketing department to help the company overcome difficulties 11
3.2 the difference of MKT activity in B2C and B2B. ………………………………………………………………13
4 Illustrate the relationship between the MKT department and the different departments in
company……………………………………………………….………………………………….………………………………….15
4.1 How did the MKT department support the activities of other departments?...........15
5.References……………………………………………………………………………………………………………….17

1.introduction
marketing services company
GOHA was born to provide enterprise solution marketing, which can go a long way with businesses.
providing effective total marketing solutions for SME businesses.
GOHA offers prizes
Webside : https://goha.vn
Address:297/3 Đinh Tiến Hoàng, Phường 3 ,quận bình thạnh,TP.HCM

2. Functions of the MKT department with the Board of Directors
2.1 define
B2B is an acronym for "Business to Business" - an e-commerce business model implemented
between businesses.
Along with the general development, over time, Marketing also has many different concepts,
the author cites the concept of Philip Kotler (2007): "Marketing is a form of human activity
aimed at satisfying needs and desired through exchange. Or, Marketing is: Needs, wants,
requirements, goods, exchanges, transactions and markets.
Marketing concept of Philip Kotler is based on core concepts such as: Needs, wants and
requirements, products, value, cost and satisfaction, exchange, transactions and
relationships, markets, and markets. School, Marketing and Marketing people.
Function
The basic function of Marketing is based on environmental analysis to manage Marketing,
namely: Environmental analysis and marketing research: Anticipating and adapting to
environmental factors affecting success or failure; Gather information to decide on
marketing problems. Expand the scope of activities: Select and propose ways to enter new
markets. Consumer analysis: Reviewing and evaluating characteristics. request, buy process
of the user title; Select the target audience to direct marketing efforts at. Product planning:
Develop and maintain product, line and product, product image, branding, packaging, factor
removal
Distribution planning: Building relationships with distribution intermediaries, managing
inventory, inventory, transportation and distribution of goods and services, wholesale and
retail
Promotion planning: Communicating with customers, the public, and other groups through
various forms of advertising, public relations, personal selling, and promotion.

Pricing: Determining price levels, pricing techniques, sales accounts, adjusting prices and
using price as an active or passive element. Performing tests and evaluations Marketing:
Planning, implement and test marketing programs and strategies, assess the risks and
benefits of decisions, and focus on total quality
2.2 Orientation to manage MKT activities from time to time
“Marketing value is too a plan to set and
executing that plan, pricing, promoting, and distributing goods, services, and
ideas idea for creating exchanges with group goals, satisfying customers
standards and achieve business standards
The marketing management process includes the following activities:
- (1) Analysis of marketing opportunities
- (2) Field segmentation and item field selection
- (3) Determine the marketing strategy, Enterprise, Customer Society
- (4) Define program marketing (partnership marketing)
- (5) Organizing and implementing
- (6) Control and evaluate the work performance to adjust the plan reasonably
2.3Marketing's role
In the business activities of an organization, Marketing plays a very important role.
Marketing is the connection between buyers and sellers - helping sellers understand the real
requirements of buyers in order to satisfy them in the most optimal way. Based on the
organization's headings, managers will build an appropriate marketing activity program
including analyzing Marketing opportunities, Researching and selecting markets with criteria,
Planning marketing strategies, planning marketing programs and organizing exams and
testing marketing efforts
Marketing is involved in solving the basic economic problems of business activities.

First, it is necessary to determine the type of product that the company needs to provide to
the market. Second, well organize the product delivery process.
The process of providing products of the enterprise with the simultaneous participation of
three factors: technical facilities, direct staff and customers.
Third, harmonize the relationship of interests between customers, employees and the Board
of Directors. Solving the above problems well is not only a driving force to strongly promote
business activities, but also a driving force to promote business activities, becoming a tool to
maintain and develop business relationships. business with customers.
Marketing becomes a bridge linking business activities with the market.
One of the important tasks of Marketing is to create a competitive position in the market.
The process of creating a competitive position of a business is closely linked with the
creation of products in the target market. Specifically, Marketing needs to:
First, created the uniqueness of the product.
Second, clarify the importance of differentiation for customers Third, make it possible to
maintain profitability on the business differentiation
Through identifying only and maintaining the profit of difference, Marketing helps
businesses grow and increasingly improve their competitive position in the market.
2.4.1micro environment
The micro environment is also known as the specific business environment or the school
environment. Microenvironment includes: customers, suppliers, current and hidden
competitors, substitute products.
(1) Customer
Customers are organizations or individuals that buy, use or participate in the process of
enjoying products of enterprises. Enterprise customers are divided into groups:
- User Focus

- Intermediate distribution
- Organizations that buy the products of the business to stay afloat or make possible tools.
Each group customer has its own unique points and thereby forms different requirements
for products and services of the enterprise, so businesses must also have different methods
and methods of management to meet them. best for the needs of each group.
(2) Supplier
Suppliers form fields that provide inputs for businesses, such as supply of machinery,
equipment, raw materials, capital, financial services, labor supply...
(3) Current competitors
- The company's current competitors include all businesses operating in the same industry
and the same market area as the enterprise.
(4) Hidden Competitors
- Potential competitors are businesses that are not currently competing in the industry but
are likely to enter the industry.
(5) Substitute products
Substitute products are other products that can satisfy the same needs of the user.
- Substitute products are a huge declaration for businesses in the industry.
2.4.2 Macro environment in marketing
The macro environment or the macro business environment of an enterprise includes factors
outside the enterprise, having a wide-ranging impact and lasting impact on all activities of
the enterprise.
• Economic Environment
The economic environment is a collection of many factors that influence the breadth
and direction of each enterprise's business.

The main economic factors include: Cell economic growth rate (GDP), export turnover,
state transition, unemployment, rate, bank rate, investment rate, income Soldiers
Military enlistment and expenditure structure, income analysis among population
classes, state budget revenue and expenditure.
• Political environment
Covers key environmental values: Legal systems, covered agencies and the role of social
pressure groups. Variations of these factors influence very strongly and also very directly
the decisive marketing activities of the business.
• Technological environment
Technological environment in English is the technology environment. Environmental
technology includes factors that influence new technology, creating new products and
market bases.
This is a prefix that has a strong, direct influence on businesses. Factor technologies are
often expressed as new production methods, new techniques, new materials, production
equipment, know-how, modes of invention, software applications
• Socio - cultural environment
The socio-cultural environment includes systematic factors that directly affect the
behavior, habits, customs, traditions, tastes, and social archives of each group and
people. ethnicity, each address area and each individual ...
Environmental attributes of the system of cultural and social factors have a profound
influence on the management and business activities of an enterprise.
• Natural environment
Trying to change and automatically appear is also a system of factors that have a very
strong impact on business activities of enterprises.
- Common phenomena such as: rain, drought, storm, flood, earthquake... When these
activities all affect the business operations of the enterprise.

3 Explain the role of the Marketing Room
Marketing plays an important role in advancing an organization's business and mission. It
acts as the face of the business, coordinating and producing all the document
representations for the business. The job of the Marketing Department is to reach
potential customers, customers, investors, the community, and at the same time create
a strong brand identity (What is perception?) for the company. and positive.
• Identify, manage and develop the brand of the business
This involves defining who the business is, what it stands for, and how it operates. This
helps define the experience you want to deliver to your customers and partners when
they interact with your business.
• Manage and implement Marketing campaigns
Marketing will proactively identify products and services to focus on throughout the
sales cycle of the business, and then create and produce brochures and information
about the business for wide publicity.
• Prepare Content and promotional materials
The Marketing department should create documents that describe and advertise your
core products or services. We must update as those products and services evolve.
provide information and monitor toxins from outside the agency
Marketing is often responsible for management and outside the governing body, when
implementing campaign communications that cannot be done by the internal Marketing
department. Provide support with necessary information and documents of the business
for unit agents
• Create content that provides search engine optimization for your website
Your website is often the first (and possibly only) place customers go when searching for
information about your business. Marketing department will be responsible for updating
Web content, optimizing website to ensure your website ranks high in search results so
users can easily see your business.

• Social media monitoring and management
The Marketing department will manage and maintain the business's social media pages.
They will also manage accounts and keep track of what is being said about the business
on the Internet.
• Prepare internal announcement
Employees of the business need to understand the values, goals and priorities of the
business. Marketing is often responsible for conveying information content within the
company through newsletters or intranet within the business.
When your company has a campaign in the media, it is the Marketing department that
will be tasked with speaking the language or trying to test the CEO how to respond to the
announcement the company is aiming for.
• Conduct and Market Research Lines
Research helps you identify target markets and opportunities, and helps you understand
how your products and services are perceived.
• Select, provide information, and monitor malicious processes outside the agency
Marketing is often responsible for management and outside the governing body, when
implementing campaign communications that cannot be done by the internal
Marketing department. Provide support with necessary information and documents of
the business to the agency.
3.1 the importance of the marketing department to help the
company overcome difficulties

The changing economy and highly competitive market today have created difficulties as
well as formulas for businesses. Therefore, applying online marketing in business is
extremely necessary for businesses.
1 Mastering the target audience
In times of crisis, you need to know your customers more than ever. You need to know
how customers will redefine value and how they will respond to the economic crisis. Do
they spend more time searching for goods and pay more? Will they be willing to delay or
buy less? If the answer is yes, what does your company need to do to get their attention?
While your competitors tend to cut marketing, this is a great time to get to know your
customers and have a campaign to promote a unique product or service that hits the
heart of the customer. You can probably guess what will happen if you build a marketing
strategy in the right direction.
2focus on value
When the economy shows signs of weakness, your customers and customers, customers
and potential customers are looking for the best value if possible. Therefore, you need to
have an effective marketing strategy because only then can you have a message that
really stands out to convince customers and set you apart from your competitors.
Meanwhile, customers and old customers will also find ways to limit spending. If you use
marketing to reassure customers of your value and make sure they won't leave you for a
competitor, they may simply think that this is one of the best ways to save money. cost
savings
3. Use economical but effective marketing solutions
In times of economic crisis, companies that increase advertising can improve market
share and capital-on-investment systems at a lower cost than during periods of economic
stability. Economical yet effective advertising can be done through online advertising,
report advertising, optimization of social pages and through links. A focused campaign
and consistent use of these marketing programs can increase profits by up to 15-20%.

4.Price Adjustment Method Customers will go around the items with the most attractive
prices. You are not need to cut to all the list but change into that you must be reloading for
customers discount and promotional campaigns to attract more customers
5. Market your solution During the economic crisis, companies that can provide customers
with cost-effective and efficient solutions will attract customers. Please listen to the fields
will say with you. Regularly communicate with existing and new customers. Find ways to
combine the benefits of your product or service with the ever-changing requirements of your
customers to increase your importance in the marketplace.
➔ Difficulty is not the time to give up on your marketing strategy because it will come to
you, with no unexpected opportunities accompanied by challenges. Companies that can
adapt and use their marketing strategies sensibly, will certainly stay grounded and focused
on their world in this time of economic crisis. The important role of marketing in the
economic times we are experiencing in these difficult days. not a real way for you to do solid
business during this period. In times of economic crisis, the role of marketing becomes even
more important. These are the things you. effects of the economic crisis. What plans do you
and your company have to overcome these challenges? There are many companies that plan
to delay or cut marketing costs.
3.2 the difference of MKT activity in B2C and B2B.
• B2B marketplaces have more complex buying decision boards
In the B2B market, the decision-making board buys far more aggregators than in B2C.
Acquiring new products or services of great importance to a business often requires the
participation of a large board of management who will decide whether to purchase and buy
from. which supplier.B2B marketplaces have more complex buying decision boards
This impurity greatly affects the marketing activities of B2B businesses. B2B communication
customers are therefore very diverse, often groups or teams in which the members may
change frequently and each of whom has unique interests and motivations. Managers and
operators want to use high efficiency. Safety managers want highly secure production… and
many other wants and requirements. All influence the final decision.
• B2B customers are more “reasonable”

Real-world B2C users typically have in-depth product knowledge and are also not
accountable to their own decision-makers, which are also easier to convince. B2B buyers are
the exact opposite.
B2B customers make more important and reasoned decisions because they must evaluate
and consider the effects of a purchase on the entire business, such as whether this product
increases sales and profits. Profit for the business? They buy what they want, not what they
need.
• In B2B market, transaction quantity is less than B2C
In the B2B arena, the number of customers may be very small, but they bring in large enough
revenue for the operation of the business. B2B customer can’t count by the row or the row
of the row as B2C. In the largest B2B enterprise, the number of customers one percent or
less has made a big difference.
In the B2C field, a customer has certain limitations when it comes to buying and using a
product or service. Therefore, regulations to expand the model and expand the business
scale of B2C customers cannot be compared with B2B. A special feature of B2B is that
customers are small in number but have diverse regulatory models.
• B2B customers are long-term buyers
Fings buy the long time or buy many times is very popular in B2B. Therefore, post-sale and
equipment setup work often takes place. A new type machine, a new photocopier, etc.
please the regular operation and maintenance. A software used in work needs to be trained
to use and solve problems that arise during use.
• In the B2B market, personal relationships are very important
Another distinctive feature in the B2B market is the importance of personal relationships.
Small number of customers will be better designed and built relationships and if done
better, businesses will retain loyal customers. When businesses build good relationships with

their customers, customers are more likely to refer their partners to the business and this is
a very good source of customers.
4.Illustrate the relationship between the MKT department and the different
rooms in the company.
4.1 How did the MKT department support the activities of other departments?
1. Marketing department: "Marketing is the management process of an enterprise to discover
customer needs and satisfy those needs more effectively than competitors." By definition.
Above, marketing is the activity of researching, forecasting, determining the needs and wants
of target customers. Identify market opportunities, market segmentation, market selection
and positioning; Plan and organize the implementation of strategies for products, pricing,
distribution network and sales promotion. Thus, marketing is an indispensable core part of
every business or organization, this is the leading department to help the company have the
right strategies and policies, and lead the activities of other departments. From marketing
activities, other departments will have an operation plan in accordance with the research and
forecast set out. Marketing will have a close relationship with all other departments,
especially business: Create programs to pull potential customers for Sales, link with Sale to
get more market data right market, target pepper, product
2. Human Resources Department: Human resource management is the management of
people, including: Recruitment, training, employment, remuneration, evaluation, reward -
discipline. From the orientation of marketing activities, the human resources department will
have recruitment and training plans suitable for each position in the business, helping the
business achieve the set plan. Besides, human resource management is one of the most
influential departments in creating corporate cultural values . Good human resource
management will contribute to promoting the productivity as well as labor efficiency of
individuals in the human resources department in particular and employees of the whole
enterprise in general, creating a close connection between departments in the enterprise.
Karma.
3. Finance and accounting department. This is an important and indispensable part of any
business or organization, the part that manages activities related to money, revenue and
expenditure. Any activity of other departments in the enterprise is associated with the
activities of the finance and accounting department, because this will be the part that
determines the feasibility and effectiveness of the plans and strategies. provided by other
departments.
4. Research and Development Department (IE) In the current 4.0 technology era, research
and development of scientific and technical applications has become indispensable for
businesses and organizations. From the analysis and customer positioning strategies of the
marketing department, the research and development department will conduct product
development activities, improve production processes, improve product quality. so that the

business can grow up and compete with competitors in the market. This is considered the
key to the success of many large companies and corporations in the world.

5.References
caia. 2021. marketing căn bản : những định hướng phát triển của marketing. [ONLINE]
Available at: https://caia.vn/20739-marketing-can-ban-nhung-dinh-huong-phat-trien-cua-
marketing. [Accessed 29 July 2021].
123docz. 2021. vai trò quan trọng của marketing trong thời kỳ khủng hoảng kinh tế.
[ONLINE] Available at: https://123docz.net/document/1584411-vai-tro-quan-trong-cua-
marketing-trong-thoi-ky-khung-hoang-kinh-te.htm. [Accessed 29 July 2021].
nboundmarketing. 2021. 5 yếu tố tạo sự khác biệt giữa chiến lược marketing B2B và B2C.
[ONLINE] Available at: https://inboundmarketing.vn/5-yeu-to-tao-su-khac-biet-giua-chien-
luoc-marketing-b2b-va-b2c/. [Accessed 29 July 2021].
absofterp. 2021. su lien ket giua cac bo phan trong cong ty. [ONLINE] Available at:
http://absofterp.vn/cam-nang-doanh-nghiep/su-line-ket-cac-bo-phan-trong-cong-ty-
n183.html. [Accessed 29 July 2021].