BTEC HND Unit 2 Marketing Plan: Vinamilk's Strategic Analysis and Plan

This report presents a detailed marketing plan for Vinamilk, a major dairy company. It begins with an executive summary and a situation analysis, including marketing environment, market information, competitor analysis, customer analysis, and a SWOT analysis to assess internal capabilities. The report then outlines marketing objectives, identifies key issues, and proposes a marketing strategy encompassing segmentation, targeting, and positioning, along with a new marketing mix using the 7Ps. Action programs, including a minigame, redesign, and promotion strategies, are detailed, along with budget allocations and key performance indicators (KPIs). The plan also incorporates training for the marketing team and support for government initiatives during the COVID-19 pandemic. The report concludes with recommendations based on the analysis and findings, providing a comprehensive strategic marketing approach for Vinamilk.

ASSIGNMENT 2 FRONT SHEET
Qualification BTEC Level 4 HND Diploma in Business
Unit number and
title Unit 2. Marketing Essentials
Submission date 06/03/2021 Date Received 1st
submission
Re-submission Date Date Received 2nd
submission
Group number:
Student names & codes Final scores Signatures
1. Nguyen Tien Dat –
GDB210010 DatNT
2. Nguyen Thi Thu An –
GDB201867 AnNTT
3. Trinh Cong Duc – GDB17128 DucTC
4. Nguyen Hoang Gia Bao –
GBD19972 GiaBaoNH
LocND
5. Nguyen Duc Loc – GCD191183
Class GBD0903 Assessor name Alelie Zaragoza
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.
P3 P4 M3 M4 D2

OBSERVATION RECORD
Student 1 Nguyen Tien Dat – GDB210010
Description of activity undertaken
1/ Executive Summary:
Introduce your chosen organisation and product/service. An overview of the marketing plan.
2/ Situation Analysis:
2.1. Marketing Environment and the impact on Business Activities
2.2. Marketplace Information (Industry research and Market trend)
6/ Budget (Your anticipated operational costs)
7/ Control (KPI of each milestone)
D.Conclusion
E.Recommendation.
Assessment & grading criteria
How the activity meets the requirements of the criteria
Student signature: Dat Date: 6th March, 2021
Assessor signature: Date:
Assessor name: Alelie Zaragoza

Student 2 Trinh Cong Duc – GDB17128
Description of activity undertaken
1/ Executive Summary:
Introduce your chosen organisation and product/service. An overview of the marketing plan.
2/ Situation Analysis:
2.2. Marketplace Information (Industry research and Market trend)
5/ Action Program (Tasks, timeline and person in charge)
Assessment & grading criteria
How the activity meets the requirements of the criteria
Student signature: Duc Date: 6th March, 2021
Assessor signature: Date:
Assessor name: Alelie Zaragoza

Student 3 Nguyen Thi Thu An – GDB201867
Description of activity undertaken
4/ Marketing Strategy
4.1. Segmentation, targeting, positioning (including a positioning map) and differentiation
strategies of your company.
4.2. Suggest new Marketing Mix using 7Ps with an evaluation of different strategies applied by
your organisation.
Assessment & grading criteria
How the activity meets the requirements of the criteria
Student
signature: An Date: 6th March, 2021
Assessor
signature: Date:
Assessor
name: Alelie Zaragoza

Student 4 Nguyen Hoang Gia Bao – GBD19972
Description of activity undertaken
2.3. Competition Analysis with the comparison in which way different organisations apply
Marketing Mix in their strategy. (Core competitor’s Marketing Mix)
2.4. Customer Analysis (Customer Segmentation and Consumer trend)
2.5. Company’s internal capabilities (SWOT analysis and Competitive advantages)
3/ Marketing Campaign Objectives and Issues
3.1. Objectives: The objectives should follow SMART objectives criteria.
3.2. Issues: It could be key issues that might prevent the organisation in achieving its marketing
objectives or the current issues of the company or from the market that your Marketing plan needs
to overcome.
Assessment & grading criteria
How the activity meets the requirements of the criteria
Student
signature: Bao Date: 6th March, 2021
Assessor
signature: Date:
Assessor
name: Alelie Zaragoza

Student 5 Nguyen Duc Loc – GCD191183
Description of activity undertaken
Assessment & grading criteria
How the activity meets the requirements of the criteria
Student
signature: Loc Date: 6th March, 2021
Assessor
signature: Date:
Assessor
name: Alelie Zaragoza

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

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Version 2.0 – September 2020
DCL 1 – Public (Unclassified)
Assignment Brief (RQF)
Higher National Certificate/Diploma in Business
Student Name/ID Number: Group 3
Unit Number and Title: Unit 2 - Marketing Essentials
Academic Year: 2020-2021
Unit Assessor: Alelie Zaragoza
Assignment Title: Assignment 2 –
Marketing Plan with the Application of Marketing Mix
Issue Date:
Submission Date: 7th March, 2021
Internal Verifier Name:
Date:
Submission Format:
This is a group project. Each group has no more than 5 members.
This should be written in a course, formal business style using Arial, 1.5 lines spacing and font
size 12 with justified text to enhance the legibility for markers. You are required to make use of
headings, paragraphs and subsections as appropriate, and all work must be supported with
research and referenced using the Harvard referencing system.
Please also provide a bibliography using the Harvard referencing system. The recommended
word limit is 7,000 words, although you will not be penalized for exceeding the total work limit.
You are also required to deliver a 30-minute group presentation. Each member will be assessed
individually during this presentation.
Unit Learning Outcomes:
LO2 Compare ways in which organizations use elements of the marketing mix (7Ps) to achieve
overall business objectives

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Version 2.0 – September 2020
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LO3 Develop and evaluate a basic marketing plan
Assignment Brief and Guidance:
Your team is the marketing team of a company. Your team is assigned to develop a detailed,
tactical marketing plan for one product/service of the firm. You will conduct research in order to
review your new product/service in a rivalry with many competitors in various ways. Based on
the study, provide a tactical marketing mix strategy for your product/service.
You are allowed to choose any product/service to develop a Marketing Plan for an existing
product/service or even create a new product/service. Creativity is highly appreciated.
The content of your marketing plan should include:
1/ Executive Summary:
Introduce your chosen organisation and product/service. An overview of the marketing
plan.
2/ Situation Analysis:
2.1. Marketing Environment and the impact on Business Activities
2.2. Marketplace Information (Industry research and Market trend)
2.3. Competition Analysis with the comparison in which way different organisations apply
Marketing Mix in their strategy. (Core competitor’s Marketing Mix)
2.4. Customer Analysis (Customer Segmentation and Consumer trend)
2.5. Company’s internal capabilities (SWOT analysis and Competitive advantages)
3/ Marketing Campaign Objectives and Issues
3.1. Objectives: The objectives should follow SMART objectives criteria.
3.2. Issues: It could be key issues that might prevent the organisation in achieving its
marketing objectives or the current issues of the company or from the market that your
Marketing plan needs to overcome.
4/ Marketing Strategy
4.1. Segmentation, targeting, positioning (including a positioning map) and
differentiation strategies of your company.
4.2. Suggest new Marketing Mix using 7Ps with an evaluation of different strategies

Prepared by: Higher Education Qualifications (HEQ) Approved by: HEQ, QDAM (HE)
Version 2.0 – September 2020
DCL 1 – Public (Unclassified)
applied by your organisation.
5/ Action Program (Tasks, timeline and person in charge)
6/ Budget (Your anticipated operational costs)
7/ Control (KPI of each milestone)
However, these parts could be changed due to your team preferences as long as the content is
clear, detailing, logical, and coherent.
Relevant theory/concepts should be explained as the foundation for any suggestions you make
in the marketing plan.
Requirements for the Oral Presentation:
1. Oral presentation is not more than 30 minutes.
2. You should prepare a presentation not less than 8 slides. Use graphics/graphs/tables
or videos as necessary.
3. Check the format, grammar and overall presentation
4. Remember to keep your presentation short and simple.
5. Each group member will be assessed individually.
6. No reading!
Parts to be included in the slide presentations.
1. Background about the company, V-M-V
2. Situation analysis – SWOT, PESTEL, Product Lifecycle
3. 7Ps of the company
4. SMART Objective
5. Segmentation
6. The Plan (On-line and Off-line promotion)
7. Budget
8. Controls and Monitoring

Prepared by: Higher Education Qualifications (HEQ) Approved by: HEQ, QDAM (HE)
Version 2.0 – September 2020
DCL 1 – Public (Unclassified)
Learning Outcomes and Assessment Criteria:
Learning Outcome Pass Merit Distinction
LO2 Compare ways in
which organizations
use
elements of the
marketing mix (7Ps)
to achieve overall
business objectives
P3 Compare the ways
in which different
organizations apply
the marketing mix to
the marketing
planning process to
achieve business
objectives.
M3 Evaluate different
tactics applied by
organizations to
demonstrate how
business objectives
can be achieved.
LO2 & 3
D2 Design a strategic
marketing plan that
tactically applies the
use of the 7Ps to
achieve overall
marketing objectives.
LO3 Develop and
evaluate a basic
marketing plan
P4 Produce and
evaluate
a basic marketing plan
for
an organization.
M4 Produce a detailed,
coherent evidence-
based marketing plan
for an organisation.

Prepared by: Higher Education Qualifications (HEQ) Approved by: HEQ, QDAM (HE)
Version 2.0 – September 2020
DCL 1 – Public (Unclassified)