This report, prepared for a BTEC HND in Business unit on marketing, delves into the crucial roles and responsibilities of the marketing function within a B2B context. It begins by defining marketing and its core concepts, emphasizing its importance for organizational success. The report then presents a detailed overview of the Hoa Sen Group, a leading steel manufacturer in Vietnam, providing background information on its history, products, mission, and objectives. The main body of the report analyzes the marketing process, including understanding customer needs, designing a customer value-driven strategy, and constructing an integrated marketing program. It examines the application of marketing concepts (production, product, selling, marketing, and societal) within the Hoa Sen Group. The report concludes by discussing the marketing mix (4Ps) as applied to the Hoa Sen Group. It provides a comprehensive analysis of the company's marketing strategies and their effectiveness in achieving its objectives. The report aims to demonstrate the significance of marketing in the modern business landscape, supported by the practical example of the Hoa Sen Group.
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