ASSIGNMENT 1 FRONT SHEET

Qualification BTEC Level 4 HND Diploma in Business

Unit number and title Unit 1: Marketing Essential

Submission date DateReceived1stsubmission

Re-submissionDate DateReceived2ndsubmission

Student Name Phan Thi Khanh Vy Student ID GBD191192

Class GBD0901A Assessor name

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.

Student’s signature

Grading grid

P1 P2 P3 M1 M2 D1
Summative Feedback:ResubmissionFeedback:

Grade: AssessorSignature: Date:

InternalVerifier’sComments:

Signature&Date:
I. INTRODUCTION:
Nowadays, there are some controversies of BOD over whether the marketing department is not
necessary for the advancement of businesses in the B2B industry. In fact, a strong marketing
team plays a paramount role for achieve organizational objectives as well as enhancing
competitive advantages in the market. Therefore, in order to prove how marketing crucial in the
developing modern economy, this report will clarify clearly the definition and the marketing
concept, the vital roles and responsibilities of the Marketing function and its interrelationships
with other functional units in the B2B enterprise. To be more specific, the Hoa Sen Group is
mentioned as a prime example.

II. GENERAL INTRODUCTION OF THE COMPANY:

According to Hoa Sen Group's official website, the following is some general information about
Hoa Sen Group includes name, headquarter, brief history, product portfolio, mission, vision and
recent objectives. (Hoa Sen, 2020)

Company name: Hoa Sen Group

Headquarter address: No. 09, Thong Nhat Boulevard, Song Than 2 Industrial Park, Di
An Ward, Di An Town, Binh Duong Province, Vietnam.
Company's brief history:
- August 8, 2001: Hoa Sen Joint Stock Company, the precursor of Hoa Sen Group
established with an initial charter capital of 30 billion VND, 22 labors and three distribution
branches.
- November 2016: Hoa Sen Steel Sheet Joint Stock established with the charter capital
of 320 billion VND.
- December 2007: Hoa Sen Joint Stock Company renamed Hoa Sen Group and merged
three companies Hoa Sen Steel Sheet Joint Stock Company, Hoa Sen Building Materials
Joint Stock Company and Hoa Sen Building Mechanical Joint Stock Company.
December 5, 2008: 57.038.500 stocks of Hoa Sen Group are listed on the HCM City
Stock Exchange.
 - 2009 - 2010: The charter capital grew up from 570,39 billion VND to 1.007,91 billion
VND.
- 2010- 2011: Export revenue reached 101 million USD.
- 2012: Becoming the leading steel sheet exporter in Southeast Asia.
- 2012 - 2019: Achieved a series of great awards for quality and brand service.
Product portfolio:
+ Steel Sheet In Colt Hoa Sen: aluminum-zinc alloy-coated steel sheet, galvanized steel
sheet, pre-painted galvanized steel sheet, and so on.
+ Steel Pipe
+ Plastic pipe: UPVC Plastic Pipe, HDPE Plastic Pipe, PP-R Plastic Pipe, and so on.
Mission, vision, recent objectives:
 Mission: Providing products and services that ensure international quality, reasonable
prices, diverse designs, environmentally-friendly, meeting consumer needs under the Hoa
Sen brand, contributing to change the national architectural appearance and community
development. Also, innovating and growing continuously to affirm the position and
mission of a dynamic, inventive, pioneering Vietnamese enterprise in both business and
community activities in order to raise a high situation in the global market. (Annual Report,
2020)
 Vision: Becoming the leading economic group in Vietnam. In particular, focusing on the
production and distribution field of building material products through firm's sustainable
development strategy based on a chain of core competitive advantages, in parallel with
the aim of similarity evolution and protect habitat so as to bring the highest value for
investors, employees, buyers, and society. (Annual Report, 2020)
 Recent objectives:
 Based on the Annual Report 2017, Hoa Sen Group also sets objectives strategy for the
development period from 2018 to 2023, the two images below are specific contents of
those goals. (Annual Report, 2018)
III. THE ROLES AND RESPONSIBILITIES OF MARKETING FUNCTION:
1. The definition of Marketing:
Marketing is the process by which companies create value for customers and build strong
customer relationships in order to capture value from customers in return.The purpose of
marketing is to draw in new buyers and maintain relationships with existing clients by providing
them with worth and satisfaction (Kotler & Amstrong, 2013).

2. The definition of Marketing roles and responsibilities:

A simple model of the marketing process consists of five steps and is divided into 2 parts. In the
first four steps, businesses work in order to understand customers' needs and wants; thereby,
they create value for customers and building strong relationships with customers. In the last
step, enterprises capture benefits (profits, trust) from customers (Kotler & Amstrong, 2013).

Figure 1: A simple model of Marketing process (Kotler & Amstrong, 2013)

Step1: Understand the marketplace and customer needs and wants: In this step, there is a
need for marketers to research and understand the needs, wants and demands of customers as
well as the marketplace where they operate. (Kotler & Amstrong, 2013)

 Need is a state that feels a shortage. (Kotler & Amstrong, 2013)

 Want are the human needs that are formed by culture and individual personality. (Kotler
& Amstrong, 2013)
 Demand are human wants that are affected by the buying power. (Kotler & Amstrong,
2013)
 Market offerings are the combination of products and services that are offered in the
market in order to meet the customers' need and want. Market offerings are classified into
two categories, tangible (products such as clothes, eggs, milks, fans, steels, and so on)
and intangible (services such as customer consulting, or activities such as education,
tourism, and so on). (Kotler & Amstrong, 2013)
Application the Hoa Sen Group in this process:

- Need: Seeking for materials to serve construction works, home repair, and so on.

- Want: Leading companies in the building materials sector such as Hoa Phat, Minh Ngoc, Hoa
Sen Group, Viet Duc, and so on.
- Demand: Looking for a variety and high-quality products, and affordable prices, so satisfying
both the need and want of customers.

- Market offerings: Hoa Sen Group's market offerings are tangible products including
corrugated iron, steel, zinc pipes, plastic pipes, and so on.

Step 2: Design a customer value-driven marketing strategy:

After understanding the market and consumers, the next responsibility is to create an
appropriate strategy. To achieve this, the first question that marketing managers have to answer
is which customers are they going to serve?. This question facilitates the firm to
segmentation and identify the target customers in order to focus resources on them so as to
best serve. Another question marketers must answer is how can they best serve their
customers?. This means that businesses must understand what benefits they will deliver to
customers so as to convince cusumers why they must choose that enterprise's products. (Kotler
& Amstrong, 2013)

Market segmentation is to divide the market into different groups of customers based on
criteria such as purchasing motivation, demand, gender, age, financial conditions, and so on.
(Kotler & Amstrong, 2013). About B2B enterprises, in order to identify target corporate
customers segmentation, businesses have to base on the size, industry, location, and so on.

Target market refers to the specific customer segmentation the business wants to target in
order to serve as well as possible. (Kotler & Amstrong, 2013)

A value proposition is a promise of the business in order to bring customers the enterprise's
merits or values to meet the demand of clients. (Kotler & Amstrong, 2013)

Following is the application of Hoa Sen Group in selecting customers

Marketing targeting:

Industry: construction industry, manufacturing industry, real estate industry, and so on.

Purpose: Repairing or constructing works, factories, upgrading buildings, manufacturing pieces

of equipment, and so on.
Location: both rural and urban areas

Size: the industrial zone land area ranges from 15 to 400 hectares.

Value propositions:

+ HSG has a modern chain system and technology. Therefore, their products are always high-
quality, meeting both domestic and international quality standards.

+ Products are diversified and environmentally-friendly

+ Affordable

+ The company has a strong internal force, which is the honesty, enthusiasm, and unanimity of
all employees.

Five marketing concepts: Organizations have designed and implemented their marketing
strategies through the five marketing concepts that include production, marketing, product,
selling, and societal concepts. (Kotler & Amstrong, 2013)

Figure 2: Five marketing concepts

- Production concept: This concept holds that there is available and affordable products will be
favored by consumers. Therefore, there is a need for managers to concentrate on boosting
production and distribution efficiency. (Kotler & Amstrong, 2013)
- Product concept: This concept holds that products that extend greater quality, performance
and inventive features will be more prioritized by customers. Therefore, it is necessary for the
marketing strategy to concentrate on improve products continuously. (Kotler & Amstrong, 2013)

- Selling concept: This concept highlights that consumers will buy enough company's products
only if the firm has a large-scale sale and promotion effort. (Kotler & Amstrong, 2013)

- Marketing concept: This concept holds that the achievement of organizational objectives
determined by the understand of the target market's need and want and delivering more value
than competitors do. (Kotler & Amstrong, 2013)

- Societal concept: This concept states that there is a need for the marketing strategy to bring
benefits for clients through maintaining or enhancing the long-run interests of both consumers
and society. (Kotler & Amstrong, 2013)

Applied for Hoa Sen Group:

According to the annual report of the Hoa Sen Group in 2019, the firm has invested in a
modern equipment line system and apply new technology in production process.
Therefore, all products of the company are high-quality, meeting the diverse needs of
domestic and international markets.

Up to now, Hoa Sen Group has established a system of over 536 branches and retail distribution
stores nationwide to bring their products to end consumers' hands. In particular, Hoa Sen Group
also conducts online sales through the Hoa Sen official website in order to provide the best
convenience and experience to customers, with the message: “No need to go far. - buy Hoa
Sen steel sheet, steel pipe, a plastic pipe at home".[ CITATION Hoa201 \l 1033 ]

In addition to focusing on production and business activities, Hoa Sen Group has always been a
pioneer unit in community activities through sponsoring television programs with profound
humanities which Golden Small bell, Overcome yourself are some typical examples; and
various charitable programs such as Viet Families’ Sweet Home, Hoa Sen Steel Sheet –
School together, the Futsal cup for underprivileged children, and so on. This shows that
Hoa Sen Group has affirmed the mission of a dynamic, creative, and active Vietnamese
enterprise to contribute to the general development of society. [CITATION Hoa201 \l 1033 ]
=> From all the information above, it can be concluded that the Hoa Sen Group has applied
threes out of five concepts including production concept, product concept, and marketing
concept.

Step 3: Construct an integrated marketing program that delivers superior value: In this
step, marketers will have to focus on building an integrated marketing program that turns
designed marketing strategies into real values for firm's target customers.

Marketing mix is the set of marketing tools that is used by firms to implement their marketing
strategy. The major marketing mix tools are devided into 4Ps including product, price, place, and
promotion. (Kotler & Amstrong, 2013)

Analyzed marketing mix 4p of Hoa Sen Group:

Product:
- Goods:

Hoa Sen Group's goods are divided into three different categories:

+ Steel Sheet In Coil Hoa Sen: Cold rolled coil, Galvanized steel sheet (GI), Pre-painted zinc
alloy coated steel sheet, Wood pattern steel, and so on.

sheet, Metallic Steel Sheet, and so on.

+ Steel Pipe: Galvanized steel pipe and square steel pipe, Truss bar, Batten bar and Hollow
pipe.

+ Plastic pipe: UPVC Plastic Pipe, HDPE Plastic Pipe, PP-R Plastic Pipe, and so on.

- Features:

Hoa Sen Group has focused on investing in modern equipment systems and applying new
technologies to production. Therefore, HSG products are always shiny with silver surfaces, anti-
erosive, effectively heat-resistant, flexibly designed, and ensuring high-quality based on
international standards. In which, each product is designed and has different characteristics. For
example, the cold sheet product is characterized by high heat resistance and heat resistance, or
Wood pattern steel sheet is designed with high aestheticism, good heat resistance, high
durability, no mold, easy cleaning, high-temperature resistance, easy installation, and so on.

- New products:

Recently, Hoa Sen Group has announced a new product line called Hoa Sen Gold super
durable steel sheet in the high-end segment to serve the trend and increasing consumer
demand, creating a foundation for sustainable development and the different from other
competitors.

- Added services:

Hoa Sen Group's customers will be delivered to door-to-door transportation. Also, Hoa Sen's
customers receive tempting preferential and discounts.

Place:
Hoa Sen Group has a nationwide network of distribution - retail branches covering the whole
country, which facilitates the enterprise to directly approach consumers, strictly control product
quality, and quickly bring products to market.

Hoa Sen's products are distributed under two forms, direct and indirect. Products after
production are sold directly to corporate customers. For individual customers, the company sells
products to these customers from retail points.

Promotion:

- Advertise:

+ Television: HSG has made many videos to promote their products through sponsor TV
programs such as: Golden Small Bell, Overcome yourself, and so on.

+ Internet: HSG takes advantage of websites, social networks such as Facebook, Youtube, and
so on in order to advertise product images, reinforce brand name.

- Publicity:

HSG sponsored and organized a number of annual programs and events rich in community and
humanity such as Viet Families’ Sweet Home, Hoa Sen Steel Sheet – School together, the
Futsal cup for underprivileged children. The purpose of these actions is to build the image of a
friendly and responsible Hoa Sen brand for the development of the community and society.

In addition to sponsoring charity programs, social organizations, HSG also advertises their
products outdoors to flexibly reach customers in many different locations.
Price:

Price is defined as a measure of value that reflects costs to sellers and benefits to buyers.
Decisions on the price are the deciding factor to create profits for the business.

HSG's valuation goal is not competing on price. Instead, they focus on investing in modern
technology, upgrading product quality, targeting markets and high-margin products, exploiting
the competitive advantage of 536 branches and stores nationwide, increasing the gross profit
margin. As a result, the company's profits increase rapidly in recent quarters.

Step 4: Building profitable relationships and create customer delight: This is considered
the most essential step in the first part of the marketing process. This step facilitates enterprises
to maintain and enhance the relationship with not only customers but also partners.

According to Kotler and Armstrong (2013), customer relationship management (CRM) is

defined as the overall process of building and keeping up beneficial client connection by means
of binging both the superior customer value and satisfaction.

However, to build and create lasting value for customers, marketers cannot do it themselves,
they have to work closely with various marketing partners. Therefore, in addition to good
customer relationship management, marketers must also manage relationships well with
partners. "Partner relationship management (PRM) is to work closely with others inside and
outside the company to jointly engage and bring more value to customers" (Kotler and
Armstrong, 2013).

Step 5: Capture value from customers to create profits and customer quality: After
completed the above four steps, the company has created value for its customers as well as
fostering strong customer relationships. In this last step, the enterprise focuses on capturing
value from the customer based on customer satisfaction, customer lifetime value, and
customer equity. (Kotler & Amstrong, 2013)

Gary Armstrong and Philip Kotler (2013) defined customer satisfaction as the result of
comparing the product's perceived performance and clients' expectations. If products meet
customer's demand, they will feel satisfied. In contrast, customers will feel dissatisfied or
disappointed if products do not meet their demand. Besides, according to Armstrong and Kotler
(2013), the value of the estimation of the whole stream of buys that the client would make over a
long period of patronage is defined as customer lifetime value. Also, customer equity is the
combination of the total customer lifetime value, all the current firm's customers and the
company's potential clients. (Kotler & Amstrong, 2013)

3. How the Marketing environment impact the roles and responsibilities of Marketing in the
company:
The impact of the marketing environment on the roles and responsibilities of Marketing
Marketing in B2B businesses, specifically Hoa Sen Group, will be clarified through the analysis
of the influences of factors in the micro and macro environment on the business. The purpose of
this analysis is to allow enterprises to identify opportunities as well as threats in order to
promptly adjust their appropriate steps to the market. (Kotler & Amstrong, 2013)

3.1. Micro Environment:

The microenvironment of the marketing environment includes five factors. They are supplies,
marketing intermediaries, competitors, publics and customers. (Kotler & Amstrong, 2013)

 Suppliers:
Suppliers play a crucial role in the company's success, so Hoa Sen Group always maintains
relationships of mutual respect and trust with suppliers. Most of HSG's raw materials are
supplied from many reputable domestic and foreign manufacturers such as Nippon Steel
Trading Co., Ltd (Japan), Shangshing Steel Industrial Co., Ltd (Taiwan), AK Vina Co., Ltd
(Vietnam), Posco. Steel Service and Sales Co., Ltd (Korea), GlencoreInternational AG
(Switzerland). This facilitates HSG to flexibly choose the right suppliers at different times.
Besides, the enterprise enjoys preferential policies on output and prices, thereby promptly
updating trends of price fluctuations in the world market. Therefore, the company is always
proactive in purchasing, storing and selling decisions reasonably to create the highest profit and
reduce risks.

 Marketing intermediaries:
 Resellers: HSG possess 536 nationwide distribution/ retail . This allows
thecompany to directly approach consumers, control product quality and easily
provide products to market.
 Physical distribution firms: In order to serve the transportation and storage, Hoa
Sen Group has established Hoa Sen Transportation and Mechanical Engineering
One Member Limited Company. Thereby helping the company have a place to
store products as well as provide freight transportation services to customers.
 HSG chooses Vietnam Television as a partner to advertise products and bring their
brands closer to target customers through TV channels and some famous
newspapers such as Tuoi Tre News, Thanh Nien News, and so on.
 Financial intermediaries: HSG has signed a contract with Vietinbank to borrow
more than 2,500 billion VND to invest in building 2 cold rolling lines. Besides credit
support, Vietin Bank also commits to supplement working capital for Hoa's
business activities Sen.
 Competitors:
In the Steel pipe market Vietnam, from the chart below it can be seen that the Hoa Sen
Group currently holds the second position with a market share of 15.3% in 2019 and
increased to 16.8% in 2020. Major competitors most in this market is Hoa Phat Group
Joint Stock Company; in addition, HSG has to face with other competitors such as Minh
Ngoc Production and Trading Co., Ltd, Viet Duc Joint Stock Company, TVP Steel Co. .,
Ltd., and so on. Therefore, Hoa Sen Group needs to have marketing policies, quantify
brand quality, boost exports and eliminate ineffective project ideas.
Figure 3:Steel pipe's Vietnam market share in 2019&2020

However, in the coated steel market in Vietnam, Hoa Sen Group continues to maintain its
leading position with the market share in 2020 of 30.3%, with an increasing compared to 2019
(29.5%).

Figure 4: Coated steel 's Vietnam market share in 2019&2020

 Publics:

Publics are one of HSG's target customers, so the firm must be aware of a wide range of publics
interest issues related in order to meet their demand on time.

HSG promotes the implementation of charity programs and activities and joins hands to build a
growing community. With positive contributions to the society, the enterprise has built an image
of a business with a high sense of social responsibility, bringing the best values to the
community. In addition, the company has built good relationships with media, and news on the
principles of equality, transparency and legal compliance. Messages and information are
provided by the company always guaranteed accuracy, clarity, completeness and objectivity,
helping them to catch accurate information on the activities of HSG as well as the system of
distribution policies coordination and promotion of the business.

 Customers:

HSG's business markets include construction companies, industrial machinery manufacturers,

real estate companies among which Cotecconsa and Novaland Group are typical examples.
These customers often focus on logic and efficiency, and they often go directly to HSG's
businesses or factories to choose and buy products. Thanks to quality products along with
affordable prices, Hoa Sen's products have been met the customers' demand and trusted by
domestic and foreign customers.

3.2. Macro Environment:

The macroenvironment consists of 6 factors. They are demographic environment, natural
environment, political/ legal environment, economic environment, technology environment, and
cultural environment.

 Demographic Environment:
In recent years, the demand for housing in all parts of the country has increased, especially in
large urban areas due to the trend of our country's population increasing. According to the
General Statistics Office, the total population of Vietnam is 96,208,984 (in 2019), the average
population growth rate in the 2009-2019 period is 1.14% / year. (ASEAN, 2020). In addition,
Vietnam's population has the middle age of 26-35 years old, this is the age of family, high
demand for building houses. This can be considered as a potential market for Hoa Sen Group.

 Natural Environment:

Vietnam has fertile soil, humid tropical climate, so the flora environment is diverse and plentiful.
This helps Hoa Sen Group to easily exploit and find suitable materials.

In addition, the climate is seasonally differentiated from North to South, heavy rainfall is
unevenly distributed according to seasons and regions, and in the rainy season, excess water
causes flooding, especially in the Central region. Therefore, Hoa Sen Group's building materials
and steel sheet products are essential to respond to natural disasters and floods.

Vietnam has a coastline and road stretching from North to South and the transportation is
relatively convenient, facilitating the enterprise to distribute easily products to consumers,
convenient for import and export as well as trading between different countries of the world.

=> Opportunities: Hoa Sen Group has advantages in importing sources raw materials and
export products to foreign markets.
 Political/ legal Environment:

- Vietnam has a stable political system and an open legal system. With the accession to WTO,
the State has issued many preferential policies on importing and exporting raw materials.

=> Opportunity: Promote expansion and development, have opportunities to attract foreign
investment and enter the world economic environment.

=> Threat: Hoa Sen Group faces many competitors at home and abroad in terms of market
share, price, and cost.

- The State always creates conditions to ensure the development of human rights, so freedom of
the press and freedom of speech are important factors in general development.

=> Opportunity: Help businesses to spread their images and products through mass media
widely.
- Promulgating laws such as Investment Law, Enterprise Law, Labor Law, Antitrust Law, Anti-
dumping, and so on.

=> Threat: Facilitating HSG to limit competition, forge to promote production and management.

 Economic Environment:

In the context of the Covid-19 pandemic, the Vietnamese steel industry faced many difficulties.
In the first 3 months of 2020, domestic steel production and sales have negative growth of 6%
and 12.4% respectively over the same period in 2019. In addition, the domestic steel industry
continues to face challenges due to the slowdown in manufacturing industries using steel for
construction industries, infrastructure, automobiles, motorbikes, and so on and the competitive
pressure from increasing domestic supply.

 Technological Environment:

Technological factor is one of the factors that exert profound effects on the development of the
steel sheet industry in general and Hoa Sen Group in particular. HSG has successfully applied
the world's advanced NOF technology to the alloy plated steel sheet factory and maintained an
integrated management system including ISO 9001: 2015 on the quality management system,
ISO 14001 standard. : 2015 on environmental management system and OHSAS 18001: 2007
standard on occupational health and safety management system.

=> Opportunity: Advanced and modern technology => high-quality products => competitive
advantage over competitors in the same industry

=> Threat: Most of the technology machines are imported from abroad => high costs.

 Cultural Environment:

Vietnamese citizens always tend to the origin, uphold the ancestral traditions of the nation, the
policy of appeal on people to build the charitable houses for war invalids, martyrs, and the
disadvantaged. HSG has contributed their products, specially the Hoa Sen corrugated iron
products, in this process. This demonstrates the core value of the company "Honesty -
Community - Development".

3.3. The opportunities and threats of the marketing environment of the Hoa Sen Group:
- Opportunities:
+ The geographical location and favorable climate facilitate HSG to have advantages in
importing sources of raw materials and export products to foreign markets.

+ HSG has a chance of spreading their images and products through mass media widely.

+ Competitive advantage over competitors in the same industry because of high-quality products
thanks to modern equipment and machinery.

- Threats:

+ Facing with many competitors both at home and abroad.

+ Modern equipment and machinery come with a high-cost investment.

4. Explanation of the role of marketing and how this department helps the company to overcome
issues and achieve the business objectives:
Marketing assumes a crucial role in the firm's strategic planning in different ways.

In the first place, marketing gives a guiding philosophy, the marketing concept, that recommends
there is a need for the company strategy to revolve around creating client worth and building
profitable relationships with significant consumer groups. (Kotler & Amstrong, 2013)

Secondly, marketing contributes inputs to strategic planners by helping with distinguishing

attractive market opportunities and assisting the company's capability to exploit them. (Kotler &
Amstrong, 2013)

Lastly, inside individual enterprise units, marketing designs strategies for achieving the unit’s
targets. When the unit’s targets are set, marketing’s assignment is to facilitate them do
beneficially. (Kotler & Amstrong, 2013)

IV. THE DIFFERENT ROLES OF MARKETING WITHIN BOTH A B2B AND

B2C CONTEXT:
The table below will show that five key differences including customer relationships, branding,
decision-making process, audience targeting and terminology between B2B and B2C marketing.
No. The differences B2B marketing context
i. Customer Concentrating on enhancing
relationships long-term enterprises by
building personal
relationships.
ii. Branding B2B enterprises priorities
creating potential customers
relationships over formating
the solid brand.
iii. Decision-Making In the decision-making
Process process for B2B enterprises,
it is vital to maintain open
communications between
businesses in order to
determine whether it is
suitable for both parties.
iv. Audience Targeting For B2B enterprises, there is
mandatory to analyze and
understand the customer's
demographics. This facilitates
the business to build
successfully a lead
generation strategy. Mostly
target customers of B2B are
business customers.
v. Terminology B2B enterprises utilize
industry terminology to
communicate with their target
audience.
B2C marketing context
Concentrating on establishing
short-term transactional
relationships worth at an
efficient rate.
B2C enterprises priorities
creating solid brand recognition
and experience for the
customer in order to sell
products and ensuring they will
come running back.
In the decision-making process
for B2C enterprises depend on
customers, it is crucial to
marketer to determine desires'
customers in order to appeal
and bring them what they’re
looking for.
The market targeting of B2C
enterprise is larger-scale than
B2B enterprise. Mostly target
customers of B2C focus on
individuals who are the end
customers more than business
customers
B2C enterprises utilize a
relatable voice in order to entice
the customer to click on an
advertisement.
V. DEMONSTRATE THE INTERRELATIONSHIPS OF MARKETING WITH
OTHER FUNCTIONAL UNITS:
1. Organizational structure of Hoa Sen Group:
2. The roles of the marketing department of HSG:
Marketing department plays a paramount role in the advancement of businesses in general and
Hoa Sen Group in particular. Below are some of the responsibilities of the marketing department
in the Hoa Sen Group.

- Building and enhancing brand value

- Creating and developing marketing strategy.

- Researching and analysing market to understand the demand of customers about the
company's products and services.

- Developing a pricing strategy that maximizes profits and market share

- Building and maintaining the relationship between business and potential customers.

3. The relationship between the marketing department with other departments:

According to the annual report 2019 of Hoa Sen Group, there are three main departments in the
company, including the financial department, Research and Development (R&D) department,
and Production department.

3.1. The potential conflicts between the Marketing department and other departments of Hoa Sen
Group:
 Financial department:

The marketing department has a wide price vision, they accept to spend a large amount of
money and suffer a short-term financial loss to expand the market or invest in long-term strategic
goals. They often use the discount strategy as a marketing tool. However, the finance
department needs to keep a hard investment amount to promptly offset the costs of loss (if any)
in the company.

 R&D department:
The marketing department wants to launch new products as quickly as possible to meet market
demand. However, R&D department needs long times to ensure the quality of products and a
large amount of consumption. They don't want to waste time, budget and resources on
premature products due to poor research.

 Production department:

The marketing department aims to quickly manufacture different products to meet the diverse
needs of the market. Besides, in order to maintain its position in the market, products must have
periodic improvements. However, the manufacturing department prefers to deal with standard
orders over customizations.

3.2 How marketing department supports other departments:

Despite the arguments above, the marketing department also supports other department in
many different ways.

 Financial department:

The marketing department identifies the target customers for the business and develops
appropriate marketing strategies to attract target customers, thereby increasing sales and profit
for the company. The finance department manages financial factors such as revenue, costs,
ability to implement projects, and so on, Thanks to the marketing department's strategies, the
company's revenue increases.

 R&D department:

The marketing department develops positioning strategies and identifies customer segments,
from which the R&D department researches and develops products, improve production
processes so that businesses operate in the most optimal way.

 Production department:

The producing department concentrates on the progress of new goods, controlling the quality
and quantity of product, and deliveries. However, the marketing department focuses on clients'
satisfaction. Therefore, there must be a combination of marketing and producing roles in order to
limit the possible disputes between them in order to maximize sales to satisfy customer needs.
VI. RECOMMENDATION:
Given the fact that the Covid-19 pandemic exerts a negative impact on the economy in general
and the Hoa Sen Group in particular, this requires the business have to create new business
strategies or solutions to optimize business efficiency business in difficult times like today. For
Hoa Sen group, although reports indicate that the company's finances still increased during the
Covid-19 period, the firm still needs to have the right strategies to maintain its stable state now
and in the future. To gain this, there are some recommendations as follow:

VII. CONCLUSION:
In conclusion, through all the analysis of the roles and responsibilities of the marketing
department in a B2B enterprise, particularly the Hoa Sen Group, which were mentioned above, it
can be concluded again that the marketing department plays a significant part in promoting and
building the brand reputation of an enterprise, helping the enterprise create specific strategies to
easily achieve their objectives business as well as gain a firm position in the market.