Leadership Analysis: External Factors and Marketing Mix for Vita Green

This report provides a comprehensive leadership analysis of Vita Green, a major FMCG company based in Hong Kong. The report begins with an introduction to leadership within an organizational context, emphasizing market potential and the importance of understanding external factors. It then delves into an external analysis of Vita Green, including market analysis, market potential, and a SWOT analysis, identifying the company's strengths, weaknesses, opportunities, and threats. The report further examines market segmentation strategies based on gender, age group, and income, and explores the company's marketing mix, focusing on product, price, place, and promotion. Additionally, the report includes a competitor analysis comparing Vita Green with Qnet and a customer analysis, considering demographic and behavioral aspects. The report concludes with a summary of the key findings and implications for Vita Green's leadership and marketing strategies.

LEADERSHIP

Table of Contents
INTRODUCTION...........................................................................................................................1
1.External analysis of the Vita Green: ...................................................................................1
2.Market segmentation...........................................................................................................3
3. Marketing mix in the field of Vita green company limited................................................4
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Leadership is refers in the context of the organisation as the market potentiality of the
organisation with their sales and position in the market. It is important to find the external factor
of the organisation which can be help to finds out the Strength and Weakness of the
organisations. Also the customer analyse of the Vita green will help to set the promotion
strategies to increase the sales. The most important aspect is the product development which will
help to attract more customer.
Overview Of The Organisations: Vita green health products co. Ltd. is also kn own as the Vita
Green which is the major leading FMCG organisation in Hong KONG. They deal in the different
products such as vita green lingzhi, vita hair, vita calm, green lingzhi honey. More than 400
employees are working in the organisations.
Products Category: As the Shampoo is the product deal by the vita green which has better
response form the customer.
1.External analysis of the Vita Green:
Market: it is the medium of place where the buyer and seller will deal for the good and services
on the basis of value in terms of money.
The different types of the market such as:
Available Market: where the all the people will availe in the market. As in the available market
ther is market minimum or that can be know as the Market size which means goods and service
can be easily sell to the customer without any promotions. But in these situation organisation is
not able to do the aggressive selling in the market.
Market Potential: it is the highest size of the market in which goods and services will be
promotion on the motive of aggressive selling by the organisations (Eagly and Johnson, 2016.).
As the market potential will generate the more revue. As it is the highest positions in the market
place and sales.
External analysis: It is the organisation situational analysis through the external factor with in
terms of SWOT with macro and micro factors of the Vita Green.
Strength of the organisation is depends on their brands value and market size. As the size of the
organisation can be depends on their mission and vision will be considered to make the strong
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brands in the market. As the vita green is the local organisation have the main advantages for the
organisations. The main characteristics of the business is they have the strong values and ethical
in every dealing with the stakeholders. The human resource management of the vita green able
to bring the better policies to changes the working environment of the organisations.
Weaknesses: As the vita green have the Weakness which makes the unstable brands in the
market . There marketing team is the most weakness for them as they are not able to bring the
various promotion to attract the customer which will result to earn more revenue from the
market. As they have the most weakness for the each and every organisation is the competition
form other key players. Same as the vita is not able to stands ion front of the market competition.
The customer are not able to recognise their products due to low promotion strategies applied
form the Vita green marketing team. As the different techniques used for the manufacturing of
the products in the production of shampoo which have the extra cost burden on the organisation
due to outdated technologies used by the vita green.
Opportunities: as the vita green is the small brands but the products are quality maintain as the
organisation have the opportunities to bring the better technologies so that time and cost will be
save in terms of the productions. They have to hire the professional marketing team which can
bring the various innovative promotion techniques to increase the sale volume of the shampoo in
the market. As the market potential of the organisation can be changes by the vita green in a
better position with stable brands.
Threat: As the organisation have the biggest competitor threat for the Vita green as these are the
major threat for the organisations. As the changes in the legislation from the government bodies
will be major threat for the Vita Green (Deal and Peterson, 2017). The tax burden on the
organisations have the major impact on the revenue which will cause the loss of huge funds in
the organisation. The more the vita green will set their targeted customer according to the
competitors.
From the SWOT it is easy to identity the organisation micro and macro factor which will
hindrance in their different strategies such as follows:
Micro environment factors: Strength and Weakness are the micro factor for the organisation
which can be hand of the Vita green. As the major strength of the organisation is the Human
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resource management. Marketing team needs to bring the innovative idea for the promotion
which can help to improve the sales of the Vita Green.
Macro environment Factors: These are the factor which are the threat of the organisation as
well the opportunity form the macro factors which can be the changes in the technological will
be impact on the production process. Also the legislation changes from the organisations will
affect the macro environment factors which can be impact on the organisations.
Competitor Analysis of the Vita green with Qnet: As the Qnet is also dealing in the FMCG
products and strong competitor of the Vita green. The products of the Qnet are consumer
goods,m watches,heath devices. Mostly they give the travel and lifestyle service to the customer.
While Vita green has less products manufacturing as well they are not giving more services to
them. The better the organisation will focus on the marketing team as compared to the Qnet. The
better the Vita green will produce the better technologies goods with attracting labelling and
brands with the better promotional techniques as used by the Qnet to attract the customer.
Customer Analysis: For the leading in the market it is the customer who is god for the
organisation. As the Vita Green have more customer of the shampoo. They had target customer
on the basis of Demographic and Behavioural mind set of the customer which can be easily
analyse the customer. The demographic size which can be target by the Vita green customer for
their shampoo products on the youth for the location of urban and rural both. The purchase of
customer behaviour on the basis of quality products of the Vita green which can be easily help to
bring the more customer as compared to the Qnet. The more the organisation will focus on the
market potential they will attract more customer from all the age. Customer are not able to
recognise the brands but due to the better quality products from the Vita green market place has
been increase sales.
2.Market segmentation
Market segmentation is considered to be the one of the important tool for the marketers and on
that basis they define the target markets. The survey is conducted on Vita green health products
company limited which is a major FMCG company situated in Hong Kong was conducted to
target the market segment which based on the product that been purchased by the consumers in
term of friendly and non-friendly products. The two analysis is been made i.e., Chi-square
analysis and step wise discriminant analysis are conducted to determine and to differentiate the
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products that using by the consumers according to there taste, fashion and preferences and other
environmental variables and they have positive perception and approaches towards eco friendly
products. The eco friendly products are normally used by the persons who having knowledge
regarding to it and are educated and they have idea regarding to use the product and known
about the merits and demerits related to it. The consumer possessed a better knowledge about the
sustainable products and they also using the different media for environmental and related laws.
The different market segmentation are as follows:
 Gender:The cited organisation used this segment in such a way and produce the product
by considering out the different genders and also taking different taste, fashion and
preferences related to the different genders and forming down various strategies in that
regard to make their product successful.
 Age group:The company produce the product according to the different age group of
people because every individual choice is different from other and company produce the
shampoo and that is based on the division and by that way they target their audience.
 Income:The company generally divide the consumers into small segments as per their
income and revenue and generally the company producing their product is very
expensive and attracts more and more to their potential customers (Northouse, 2015).
Types of market segmentation
 Psycho-graphic segmentation:The company produce their product by considering out the
different psycho graphic segmentation factors such as behaviour, interest of the
individuals.
 Behaviouralist segmentation:The company produce their product according to the
different groups of individual and their loyalty towards a particular brand.
 Geographic segmentation:The company also taking out the geographical factors and
produce their product accordingly and the geographical segmentation includes locations,
density ad climatic al conditions.
3. Marketing mix in the field of Vita green company limited
The marketing mix concepts plays down a vital role because it describes about the 5Ps in
the market and company using down the different Ps in the market and all these Ps helps down
company in increasing their product sales in the market and also attracts its more and more
customers towards it. The 5 Ps are as follows:
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Product: The vita green deals in health and beauty product but the present report talks about the
shampoo which is essentially one of the product under vita green company limited. The
shampoo which essentially made by the vita green company limited is according to the
customers and their needs and who essentially want to use such product and also do not affect
them while using and their skin is also remain protected while using it because they are
environment friendly (Fiedler and Chemers, 2017). The company essentially made shampoo in
such form according to their customers and their needs and it not only save time, energy and
money but also reduce down the harmful affects related to environment. The product essentially
develop in such a way according to their customers and their needs. The marketer's role is
essential because the product designing, packaging given in such a manner that it does not affect
their customers while opening and creates attributes in form of energy savings, organic and so on
and does not create any harmful effects.
Consumer target market segmentation: Market segmentation is a segmentation divide their
audiences into homogeneous group of customers and each of their reaction is different according
to the taste ,fashion and preferences and also reacting differently due to promotion, advertising,
communication ,pricing and so on. The product essentially defined according to the demographic
conditions related to the age, household incomes, education, children, occupation. Geographic
segmentation based according to the location of consumers, density of population and climactic
conditions, Psycho-graphic segmentation based on attitudes, behaviours, lifestyles of individuals
and so on. The company essentially produce their product according to the different market
conditions that create in the market.
Price: The company charging the price fort their shampoo by considering out the people, place
and profits and essentially produce their product so that it does not create any negative impact on
their customers health and also increasing productivity. Value can also be added to it by
changing appearances, functionality and customisation. The price charging by the cited company
regarding their product is tended to be very expensive because they are eco friendly product
based on nature and it is very expensive and generally it attracts such population which is
educated and having knowledge regarding to it. The sustainability related to such product gives
that a competitive edge particularly among those users who have knowledge and interest
regarding to the middle green. Generally, it attracts to its potential customers who have
knowledge regarding the marketing green and sustainability and have an ability to purchase it
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from the market. The price of the product is very expensive because due to large transportation
costs but lower polluting renewable energy fuel source that all things directly contribute the
higher price point.
Place: It is essentially ingredient because it includes how the product can be purchased and
distributed to the public. In case related to the shampoo it is essentially for Vita Green Company
Limited to determine down the place of the product because it is vital for them to analyse the
place of the product and distributed among their customers by using various transportation.,
logistics and conveyance facility so that product can be reach to their customers on time and
does not pollute the environment.
Promotion: It involving various tools in form of promotion, advertising through TV, internet,
hoardings, pamphlets, videos and presentations. The different tools used by the cited
organisation and promoting their product and attract their customers (Stogdill, 2012). The strong
sustainable brand image of the company regarding their products and services creates down a
positive impact on the people and environment. The advertising to public create down relations,
personal selling are all considered to be the important marketing tools in case related to the
shampoo and company effectively using all such promotional activity and communicate with
their customers directly and using the various tools to consider down the objectives related to
marketing, target down audiences by using effective communication and budget. By that way
company provide a message to their customers and create an awareness among the minds of
public.
Packaging: The shampoo which create by a company using the packaging in such a way that
removes down the hindrance of spoilage. Before reaching out to customers the company using
packaging facility in such a way that it attracts more and more customers and also helps them in
increasing their sales in the market. The cited organisation using such technique regard to the
course of the shampoo and packaging them in an attractive manner and by that way it arrack
their more and more customers and also create down the value in the market. It is considered to
be one of the important process that company is using so that marketability can be done and it
also helps them in increasing their sales.
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CONCLUSION
From the response of the leadership of Vita green has the highest market potential in
which they have set better market places in terms of the quality products will help set the strong
brans in the Hong Kong. As the products developmental will help to attract the more customer
on the basis of the demographic and behavioural mind set of the customer while purchasing the
goods and services. As the competitor analyse of the organisation with Qnet will help to changes
their strategic to covers the market share.
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REFERENCES
Books and Journals
Stogdill, R.M., 2012. Handbook of leadership: A survey of theory and research. Free Press.
Fiedler, F.E. and Chemers, M.M., 2017. A theory of leadership effectiveness.
Peters, T.J. and Austin, N., 1985. A passion for excellence. The leadership difference.
Northouse, P.G., 2015. Leadership: Theory and practice. Sage publications.
Bass, B.M. and Stogdill, R.M., 2015. Bass & Stogdill's handbook of leadership: Theory,
research, and managerial applications. Simon and Schuster.
Eagly, A.H. and Johnson, B.T., 2016. Gender and leadership style: A meta-
analysis. Psychological bulletin.108(2). p.233.
Deal, T.E. and Peterson, K.D., 2017. Shaping school culture: The heart of leadership. Jossey-
Bass Inc., Publisher. 350 Sansome Street. San Francisco.
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Appendix
 What general trends are affecting these people's lives at the moment?
 Who is currently buying your product or service?
 How can you best communicate that benefit to the people you're interested in attracting?
 who would be interested in buying it in the future?
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