Marketing Role in PwC Vietnam: A Business Essentials Report Analysis

This report examines the role and responsibilities of marketing within PricewaterhouseCoopers (PwC) Vietnam, analyzing its importance in business development. It defines marketing, outlines key functions such as understanding the marketplace, designing customer-focused strategies, constructing integrated marketing plans, building customer relationships, and capturing customer value. The report explores the marketing environment, including micro and macro factors, and differentiates between B2C and B2B marketing roles. It also investigates the interrelationships between the marketing department and other functional units within PwC, emphasizing the significance of these connections. Furthermore, the report discusses key elements of the marketing function and their integration with other units, concluding with a review of the discussed topics. The report uses PwC Vietnam as a case study throughout, providing real-world examples of marketing concepts in action.

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 Phan Le Tran Chau Student ID GBS20036
Class GBS0907B Assessor name Truong An
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I certify that the assignment submission is entirely my own work and I fully understand the consequences of plag
making a false declaration is a form of malpractice.
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www.pwc.com.vn/
PwC
Company
Report
2021
PricewaterhouseCoopers
(Viet Nam)Ltd.

Table of Content:
I. Introduction: ................................................................................................................. 9
II. The role and responsibility of Marketing in an organisation: ...................................... 10
1. Definition of marketing: ........................................................................................ 10
2. The key function of Marketing: .............................................................................. 11
2.1. Understand the marketplace and customer needs and want: ....................... 11
2.2. Design a customer-focused marketing strategy: ........................................... 12
2.3 Constructing an integrated marketing plan that delivers superior value: ....... 13
2.4. Build profitable relationships and create customer delight: ........................... 13
2.5. Capture value from customers to create profits and customer quality: ......... 14
3. Marketing management orientation: .................................................................... 14
III. Marketing environment: ............................................................................................ 17
1. Micro environment: .............................................................................................. 17
1.1. Internal environment: .................................................................................... 18
1.2. External environment: ................................................................................... 19
2. Macro environment: ............................................................................................. 22
2.1. Demographic environment: ........................................................................... 22
2.2. Economic environment: ................................................................................ 23
2.3. Natural environment: ..................................................................................... 24
2.4. Technological environment: .......................................................................... 25
2.5. Political environment: .................................................................................... 25
2.6. Social- Cultural environment: ........................................................................ 26
IV. The different roles of marketing in B2C and B2B: .................................................... 27
V. The interrelationships of Marketing with other functional units: ................................. 29

1. Marketing department supports other departments: ............................................ 29
2. Potential conflicts between Marketing department and other departments of the
organisation: .............................................................................................................. 30
3. The significance of interrelationships between marketing and other functional
units of PwC: .............................................................................................................. 31
3.1. Interrelationships between marketing and research and technological
development units:.................................................................................................. 31
3.2. Interrelationships between marketing and human resources department: .... 31
VI. The key elements of the marketing function and their interrelate with other functional
units: .............................................................................................................................. 32
VII. Conclusion: ............................................................................................................. 33
VIII. References:............................................................................................................ 33

I. Introduction:
During the preceding decade, the Vietnamese economy changed from a farm to a
commercial one. We have grown and continuously extended the company to more than
76,000 registered firms in 2013. With economic growth and economic disputes,
investors began to examine the financial statements of the company and mistrust them.
They now need greater confidence, tighter scrutiny and help to generate money from
the company's lowest-threat shares. As a result, auditing has become more important
than ever. In VietNam, one out of the big four’s giant of audit world is
PricewaterhouseCoopers VietNam (PwC VietNam)- is a member of the PwC
International Limited network with offices in 155 countries and over 284,000 employees
that provides high-quality audit, tax, advistory, risk assurance service and management
consulting services. PwC VietNam is also proud to have long-standing relationships with
AIA Insurance Company, HSBC Bank, JPMorgan Chase Bank, IBM, Ford, and
Prudential. With two offices in Ho Chi Minh City and Ha Noi, they have over 720 skilled
workers with extensive knowledge and economic acumen. As a new Marketing
Executive for the company, the report that I present below compares the importance of
the Marketing department's function and duties in business development. And I believe
that the marketing department is critical to the company's success and development.
( VTV24, June 30, 2017)

II. The role and responsibility of Marketing in an
organisation:
1. Definition of marketing:
There are a lot of various definitions of marketing. It has expanded over many years and
is of great significance. According to American Marketing Association (AMA), marketing
is a series of steps included the design, pricing, marketing and concept propagation,
products and services for the trade and the fulfillment of individual and corporate goals (
AMA, 1985). In 2001, The Chartered Institute of Marketing ( CIM) considered marketing
is also need the management process in charge of discovering, predicting, and
economically meeting customer expectations (CIM, 2001). Following Kotler and
Armstrong, marketing is a method through which firms generate customer value by
creating a strong relationship and maintain their reputation in client’s minds to collect
consumer value in exchange (Kotler & Amstrong, 2013).
( Definition of Marketing, April 18, 2021)

2. The key function of Marketing:
Marketing process includes a sequence of procedures that allow the companies can
discover the customer’s problem and demand. They will analyse relevant risk factor,
develop marketing materials that reach the requested public. Through marketing,
businesses can gain a greater understanding of clients, build exceptional customer
relationships and generate income for companies. Each company must therefore take
five measures: understand the marketplace and customer needs and wants, design a
customer-driven marketing strategy, constructing an integrated marketing plan that
delivers superior value, build profitable relationships and create customer delight, and
capture value from customers to create profits and customer quality.
(Iedunote, n.d.)
2.1. Understand the marketplace and customer needs and want:
The first factor is understand the marketplace and customer needs and want. The
market economy thrives via the production of consumer products. Access to the

demand from the client therefore plays a key function for any company. A strategic
marketing choice will be successful if it can determine what customers want and need.
The customer's needs stem from the basic physical necessities, like food, drink,
shelter or sleep, that are vital in their lives. It may also refer to a person's emotional and
social requirements, such as love, esteem, happiness, or safety. And the company will
rely on " consumer preferences " to develop a marketing strategy that would entice
customers. On the other side, the consumer want to include the items or services that
are not necessary for people, but exist if people want their favourites or their specific
demands.
Discuss about PwC VietNam:
Customer’s need: PwC is a market leader in audit services. Every PwC customer
demanded the highest level of PwC quality based on the audit platform that PwC had
made public. PwC's marketing department must updating and publicizing quality
certificates issued by audit organizations in order to build trust with their clients.
Customer’s want: Apart from audit services, PwC's risk assurance advice is another
factor that contributes to PwC Vietnam's and PwC Global's reputation. Particularly in the
case of the Covid-19 pandemic, risk assurance is a critical service for any company
dealing with business disruption. It is the strategy that PwC's marketers should be
focusing on.
2.2. Design a customer-focused marketing strategy:
The second aspect is to design a customer-focused marketing strategy. This may
reveal that the firm focuses on the consumer who will purchase the goods rather than
focusing just on the product. The primary goal is to meet the client's needs and desires
while also making adaptive corporate adjustments. Creating a customer-driven
marketing strategy necessitates four steps: marketing management, defined market
segmentation, marketing targets, and identifying the value proposition.