NATIONAL ECONOMICS UNIVERSITY BTEC HND IN BUSINESS AND MANAGEMENT

Assignment Cover Sheet

NAME OF STUDENT REGISTRATION NO. UNIT TITLE ASSIGNMENT TITLE ASSIGNMENT NO NAME OF ASSESSOR SUBMISSION DEADLINE

Unit19: Marketing Planning Marketing Audit 1 of 2 TRAN THI THU GIANG 4pm Monda! " #$to%er 22 2&12

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ASSIGNMENT GRADE

Common Skills Grade A B C D E F G

Unit out omes

Out ome Evidence for the criteria Fee!"# $ Assessor%s !e ision Intern#& 'eri(i #t ion

Apprai)e t(e pro$e))e) and te$(ni0ue u)ed for auditing t(e marketing en-ironment

Com)i&e m#r$eting #u!its *+,

Appl! organi)ational and en-ironmental auditing te$(ni0ue) in a gi-en )ituation,

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E-#mine the m#in "#rriers to m#r$eting )&#nning *.,

Identif! t(e main 1arrier) to t(e marketing planning

.ugge)t (o* organi)ation) ma! o-er$ome %arrier) to marketing planning

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Merit gr#!es #/#r!e! Distin tion gr#!es #/#r!e!

M+ D+

M. D.

M0 D0

1ro(essor%s #!!ition#& (ee!"# $ #n! omments

Over#&& Comments B2 Assessor Assignment

2 3 4ell5)tru$tured Referen$e i) done properl! 6 )(ould %e done 2if an!3 #-erall !ou7-e

Are#s (or im)rovement3

ASSESSOR SIGNATURE 6 NAME3,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,, *Or#& (ee!"# $ /#s #&so )rovi!e!, STUDENT SIGNATURE NAME 3,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,

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A. MANAGING 5 DE'ELO1ING SELF
1. Managing own roles & responsibilities 2. Manage own time in achieving objectives 3. Un"erta!es personal an" career "evelopment #. &ransfer s!ills gaine" to new'changing situations & conte(ts 1). *ppl%ing numerical s!ills an" techni+ues ). &reat others beliefs an" opinions with respect ,. -elate & interact effectivel% with in"ivi"uals & groups .. /or! effectivel% as a team member 1.. *ppl%ing a range of s!ills an" techni+ues to "evelop a variet% of i"eas in the creation of new ' mo"ifie" pro"ucts0 services or situations 11. Use a range of thought processes 1,. Use a range of technological e+uipment an" s%stems

D. MANAGING TAS4S 5 SOL'ING 1ROBLEMS

X X

12. Use information sources 13. Deal with a combination of routine & non routine tas!s 1#. $"entif% & solve routine & non routine problems

1. -eceive an" respon" to a variet% of information 2. 3resent information in a variet% of visual forms 14. 5ommunicate in writing 11. 3articipate in oral & no verbal communication

Table of content

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Executive summary
*s the countr% is being more /esterniBe"0 ;ietnamese people have opene" their heart to welcome man% foreign cultural aspects which are ver% "ifferent from our own culture0 especiall% /estern foo"s. $n 244#0 the first 6gu%en :on ba!er% was foun"e" to present to >anoi people the "elicious Arench ca!es an" has since then create" a soli" stan"ing in the

mar!et it serves. -egar"ing the mar!et situation0 competitorsC strategies an" mar!eting bu"get0 this mar!eting plan aims to show how the mar!eting environment affect the compan% in both e(ternal an" internal "irections0 the barriers to the compan% an" also its solution. $n or"er to achieve mar!eting objectives an" gaining competitive a"vantage for 6gu%en :on0 we ten" to put a greater focus on a"vertising0 sponsor major conferences in >anoi0 an" renew our "istribution channels. =esi"es0 we also concentrate in "eveloping new pro"ucts. =% the en" of the %ear 24410 6gu%en :on targets to increase sales b% 2)D0 thus boosting mar!et share b% 1)D more.

Introduction
&he first 6gu%en :on outlet was establishe" in 244# on 3han =oi 5hau street0 >anoi0 selling ca!es0 chocolates an" casual "rin!s. Up to now0 6gu%en :on has opene" # more shops on ;incom tower0 @im Ma street0 &ran Du% >ung street an" &hanh 6ien street0 becoming the first Arench ca!e chain in >anoi with pro"ucts e(ten"e" to even fast $talian foo"s an" wifi internet. >owever0 Arench ca!es are still this ba!er%Cs main pro"uct0 which "ifferentiates 6gu%en :on from other fast foo" chains.

Content
I) Task 1: Marketing audit

1) EST analysis:
&he macro environment inclu"es all uncontrollable factors that influence organiBationCs performance an" strategies0 i.e. interest rate0 legislation0 economic con"ition. =ecause of the "ifference per continent0 countr% or even region0 the macro environment anal%sis is relativel% important to ever% organiBation before penetrating in an% mar!et. &he most useful tool to carr% out this stu"% is 39:& which is an acron%m forE 3olitical0 9conomic0 :ocial0 an" &echnological. =% anal%Bing these four factors0 organiBation not onl% un"erstan"s the effect of macro environment to but also pla%s an important role in either threats or opportunities of a strateg%. Drawbac!s of this mo"el lie on the information available within the countr% inten"e" to anal%Be. 5on"uctors ma% concentrate on the wrongs factors of information an" those mista!es lea" to the une(pecte" results. &he 39:& mo"el can be seen in the figure belowE

olitical ;ietnamese government has been pa%ing attention to the safet% of foo"s F;ne(press0 244.G. :trict regulations have been set in the foo" suppl% in"ustr%. *s a result0 6gu%en :on must ma!e sure that their ca!es are not harmful to the customers. $n

comparison with the other ca!e suppliers 0 6gu%en :on still have been boun"e" b% some import regulations an" ta(es which are the main reason for the high prices 0 even though ;ietnam has entere" /&7. Economic ;ietnamCs econom% is booming with the rate of about 1D each %ear. ?eneral income of people rises an" "eman" for higher +ualit% pro"ucts also rises as a conse+uence. /ith the high +ualit% pro"uct0 6gu%en :on aims to boost sales in this perio". ;ietnam has just become a member of /&7. $n the past0 there were not man% ca!e bran"s coming from abroa"0 but the tren" is about to change. 3eople who were use" to "omestic pro"ucts such as >ai >a @otobu!i or @inh Do ca!es will have more choices with the foreign ca!es an" can"ies. &he mar!et will be highl% competitive. Social cultural >anoiCs population is increasing F"ue to both natural factors an" immigrationG0 promising a consi"erable increase in number potential customers for 6gu%en :on. Moreover0 the population is getting %ounger an" %ounger0 forming a consi"erable number of generation who value mo"ern tren"s an" foreign goo"s0 which gives 6gu%en :on more favours an" attentions over the %ears. Tec!nological $n general0 6gu%en :on is operating in tertiar% sector of the econom% which re+uires high technolog% not onl% the machiner% for ma!ing ca!es but also computer s%stems for managing the enterprises an" customer relations. $nternet is another tren" nowa"a%s. Mostl% the ba!eries have or are "eveloping websites for their uses0 6gu%en :on as well. >owever0 since other ba!eries alrea"% have websites along with the information an" services online0 the% can have a short term a"vantages comparing to 6gu%en :onCs case.

") Micro environment analysis:

&here are ) basic competitive forcesE =argaining power of 5ustomers =argaining power of :uppliers &hreat of new entrants &hreat of substitute pro"ucts 5ompetitive rivalr% within the in"ustr% &hree forces are referre" as the micro environment from HhoriBontalI competition that areE &hreat of substitute pro"ucts0 the &hreat of rivals an" the &hreat of new entrants. &he other two forces are from HverticalI competition. &his anal%sis metho" helps the mar!eting consultants un"erstan"ing the compan%Cs competitiveness as well as helps them ma!e up a plan that will be suitable for the "eman"s of the customers. o T!reat of ne# entranceE $n case of 6gu%en :on0 new entrants come an" offer new choices0 new range of prices for customers to choose. =ut can easil% see that0 6gu%en :on owns man% other bran"s of confection0 so compan% will have more lo%al customers0 their ten"enc% is the use a familiar pro"uct rather than to tr% new pro"ucts appear.

o T!reat of substitute $roductsE substitute pro"ucts of confection such asE can"le0 snac!0 fruit... >owever0 it is "ifficult for these pro"ucts can completel% replace the confection0 the% are often use" as support pro"ucts0 so 6gu%en :on "oes not nee" to worr% much about the substitute pro"uct. o %argaining $o#er of customersE =ecause of low switching cost0 customers have man% choices for their "eman" of confection. &his ma!es it ver% eas% to changes from one pro"ucts provi"er to another. Aor 6gu%en :on circumstance0 the main t%pe of customer mar!et is consumer mar!ets which consist of in"ivi"uals an" househol"s that bu% ca!es for personal consumption. o %argaining $o#er of su$$liersE 5ompanies re+uire" maintaining goo" relationships with their suppliers to !eep the business running smoothl%. :ince most raw materials are importe" from AranceJ therefore suppliers pla% an important role in achieving objectives of 6gu%en :on. &he raw materials must be high +ualit%0 tast% an" in goo" con"ition. o &ivalry among existing firmsE @inh Do =a!er%E this is the biggest ba!er% in the mar!etJ however0 in term of Arench ca!e0 @inh Do =a!er% "oesnCt show its strengths here. 6evertheless0 @inh DoCs birth"a% ca!es coul" be consi"ere" as substitution for 6gu%en :onCs one. &hu >uong =a!er%E &his is the most famous ba!er% in term of Arench ca!e which is the main competitor with 6gu%en :on. 8ocal ca!e shopsE this t%pe of competitor has a big a"vantage that people "onCt have to go too long to bu% ca!es rather than nearb%. >owever0 the +ualit% is a bit lower than 6gu%en :onCs.

') Customer analysis:

5ustomer anal%sis "efine" as the process of anal%Bing customers an" their habits0 is one of the most important areas of stu"% in a business. 5ustomer anal%sis "ecision

processes are performe" in 3 stagesE assessing before the purchase0 "uring the purchase0 an" after the purchase. (Source: http://www.wikicfo.com/wiki/Customer-Analysis.ashx) &his anal%sis use" as the route to !nowing %our customers0 is one of the most important functions of mar!eting. 5ustomer anal%sis centere" on the bu%er0 through un"erstan"ing the customer one can begin to offer services to their nee"s. =efore a customer has begun to purchase0 mar!eters anal%Be the mar!et location0 preferences0 socioeconomic status0 price elasticit% towar"s the pro"uct0 an" more. &otal mar!et siBe woul" form one of the most crucial measurements. *fter this stage0 6gu%en :on can un"erstan" the e(isting culture of customers in or"er to un"erstan" the motivating factors of wh% the% are intereste" in purchasing 6gu%en :onCs pro"uct. During the purchase0 mar!eters anal%Be how customers perform in or"er to focus their attention on the most profitable pro"ucts of the business. 6gu%en :on shoul" "o a surve% of the bu%ing behavior0 total purchase value0 satisfaction levels of customer. :o it can obtain the most general view0 more un"erstan" about customerKs nee"s an" wants. *fter customers purchase pro"uct0 mar!eter figure out customer satisfaction0 wor" of mouth from the customer0 li!elihoo" of a""itional purchases. =% "oing this0 6gu%en :on can measure the effectiveness of the pro"uct0 b% which compan% can a"" features to the pro"uct0 change the "esign to enhance customer repeat purchase. Aor e(ample0 6gu%en :onCs pro"ucts ma% have more flavor or e%e catching patterns change over.

() S)*T analysis:

Strengths Fwhat are the positive attributes of %our compan%0 pro"uct or serviceLGE 6gu%en :on ba!er% has a"vantageous locations of their ca!e shops which are all in centre of >anoi the capital0 an" in the areas where concentrates the target customers Fforeigners an" mi""le high class peopleG. :trong financial position lea"s to fast e(pansion. *verage of 1 new ca!e shop each %ear0 especiall% in 244.0 the% opene" 2 more shops in >anoi0 an" having a plan to e(pan" more to another cit% Fe.g.E >5M cit%G. ?oo" relationship with suppliers. *s we all !now that0 6gu%en :on imports almost raw materials from Arance0 Mr. :on0 the owner of the ba!er% chain0 has built a strong relationship with the suppliers since he use" to stu"% in Arance. *ll the raw materials are +ualit% stan"ar"iBe" an" arrive" on the right time. *n i"entical "ecoration among ca!e shops ma!ing the urban easier to recogniBe the bran" name of 6gu%en :on. )ea!nesses Fwhat are the negative attributes of %our compan%0 pro"uct or serviceLGE 6gu%en :on ba!er% has a lac! of mar!eting strateg% as the% even "onCt have a website to promote their ca!es an" bran" name as. &he service is not as goo" as other ba!eries0 especiall% we thin! that the staff of the ba!er% are nee"e" a short term training to be more professional.

*pportunities Fwhere are the mar!et opportunities for %our pro"uct or serviceLGE ;ietnam joine" /&7 in 244, can bring more foreigners to ;ietnamJ hence the mar!et siBe of 6gu%en :on can be wi"en. H*ccor"ing to a stu"% con"ucte" b% the Ministr% of Ainance0 import ta(es impose" on most of 1. surve%e" in"ustries are to be cut from an average 34.# per

cent to about 1).3 per cent as ;iet 6am acce"es to the /&7I. &hus0 it is now cheaper to import raw materials "ue to lower import ta( F;6news0 244.G.

Threats Fwhat are the main threats to %our compan%LGE since there are various e(istence competitors an" also potential competitors ma% enter in the future0 the mar!et position of 6gu%en :on is not guarantee".

+) Internal environment:
*ll factors that are internal to the organiBation are !nown as the Minternal environmentC. &he% are generall% au"ite" b% appl%ing the MAive MsC which are Men0 Mone%0 Machiner%0 Materials0 an" Mar!ets. *""itionall%0 the internal environment can also be au"ite" b% appl%ing value chain anal%sis F;5*G. ;5* attempts to un"erstan" how a business creates customer value b% e(amining the contributions of "ifferent activities within the business to that value. &he mo"el of ;5* can be shown in the figure belowE

Aive Ms mo"el an" ;5* have their particular a"vantages as well as "rawbac!s. Aor Aive Ms mo"el0 it is +uite eas% to appraise an" it is suitable for ever% enterprise. >owever0 this "oes not i"entif% an% activities of the compan% to achieve the goals. Aor ;5*0 it i"entifies clearl% primar% activities as well as support activities of the compan%J nevertheless0 this metho" is costl%0 time consume" an" re+uires various sources of internal information to complete

II) Task ": Identify t!e main barriers to marketing $lanning in t!e com$any and suggest solution for t!e com$any:

;arious barriers can inhibit successful planning. $n or"er for plans to be effective an" to %iel" the "esire" results0 it is crucial to i"entif% an% potential barriers an" wor! to overcome them. $n the case of 6gu%en :on =a!er%0 there are three most powerful ones0 namel% competitor0 confusing mar!eting tactics an" strateg%0 an" lac! of !nowle"ge an" s!ills Com$etitor strategy and activity ma% be sufficientl% vigorous an" creative to cause management to concentrate on countering them. &his attention can lea" to a failure of planning. $n the 6gu%en :onCs case0 there are some main competitors0 such as &hu >uong =a!er%0 @inh Do =a!er%0 3aris ?Nteau(O an" less powerful competitors li!e ?ia &rinh =a!er% or =ui 5ong &rung =a!er%. &he solution for this barrier is that 6gu%en :on nee" more competitive price in comparison with these compan%Cs competitor0 the pro"uct also nee" to be more various an" beautiful an" some promotions shoul" be appl% to attract consumers. $t can be the confusing marketing tactics and strategy that cause trouble in operation of mar!eting plan. 6gu%en :on has a complicate" organiBational structure with man% "epartments an" teams. 9ach of them has their own unit objectives as an alignment for the whole teams0 which sometimes can conflict with the corporate objective of the whole organiBation to certain aspects. *ppl%ing the Ten S approach! of Malcolm McDonal" 0 the solutions for this barrier is :trateg% before tactics. $t is necessar% for 6gu%en :on =a!er% to "evelop a full plan with clear strateg% as well as common objectives an" fin" a wa% to sprea" it to each in"ivi"ual within the compan% no matter if it is short term or long term plan. &he compan% shoul" also a"ministrate the unit objective b% continuousl% unif% all the tactics an" e(amine the results. 6gu%en :on can also enrich the internal communication b% "eveloping a s%stem of intranet between all "epartments to create a better information flow.

 ,ack of kno#ledge and skills can also become a barrier. *s it can be seen that0 the compan% has an outstan"ing polic% of recruiting an" training s!illful0 responsible an" "iscipline labor force. >owever0 if the mar!eting plan come together with a new innovative technolog% or re+uire" s!ill0 it will ta!e the compan% a big amount of time an" resources to train the staff how to use the new s%stem since each "epartment an" team nee" a particular training sessions.

Conclusion

&o summariBe0 this report provi"es with an overview of how the mar!eting environment affect the compan% in both e(ternal an" internal "irections. 5ompeting in the mar!et is li!e fighting in a war0 there are a lot of threat to be injure"0 to be !ille" but on the other si"e0 there are a lot of chances to bring bac! the glor%. &he most powerful "efen"ing an" attac!ing strateg% is to have a clear un"erstan"ing about ourselves0 the rivals an" the con"ition that both are in. &hat is the reason wh% the compan% nee"s environment anal%sis before an% mar!eting plan an" it is also important to fin" the best metho" an" process to "o so. =esi"es0 the compan% also nee"s to ta!e into account all the barriers to mar!eting planning that the compan% can meet an" fin" a solution to overcome them. Aor 6gu%en :on0 the% have great internal strength an" a lot of opportunities to be grow. /ith an appropriate mar!eting plan0 the% are believe" to fi( all the wea!ness0 get through the threat an" "evelop sustainabl%.

&eference

=33 3rofessional 9"ucation0 244#0 "usiness Strate#y$ 8on"onE =33 3rofessional 9"ucation httpE''www.eas% mar!eting strategies.com'swot anal%sis.html P7nlineQ P*ccesse"E 6ovember )0 2411Q http://www.dreamstime.com/ 1-image-pest-analysis-image14771406 [Online] P*ccesse"E 7ctober 2)0 2411Q http://www.learnmarketing.net/pestanalysis.htm [Online] P*ccesse"E 7ctober 210 2411Q httpE''www.vnnavi.com'restaurants'ngu%enson' httpE''www.place.vn'"ia "iem'ngu%en son ba!er% )#.11 httpE''hoi"oanhnhan.vn'news_"etail_h"n.phpLi"R,222