Professional Documents
Culture Documents
REQUIREMENTS
Students will complete this assessment in groups of 6s.
Choices of firms to research are limited among:
1. Đại Việt Hương (VIETCOS)
2. Masan MEATLife (Meat Deli)
3. Biti’s
4. VinFast
5. Nón Sơn
6. UEH-ISB
7. Đông Tây Promotion
8. VNG (Vinagame)
REPORT STRUCTURE
1. Title page (including list of group members)
2. Executive summary
3. Introduction: describe the company and product in Vietnam market (keep it brief
and concise)
2.1 Company description (eg: history, mission/ vision)
2.2 Product description (eg: function, features, design, market share, brand
awareness…) in Vietnam market
*Students can pick one specific product or the whole product portfolio of the firm.
4. External environment analysis: This part covers the current situation of the
company
Micro environment: identify all factors in Vietnam (focus on customers,
competitors; other factors can be put in the appendix)
Customers: identify those are end-users who buy products for their own
consumption that company targeted
Competitors: identify who are key competitors that serve the same
targeted market like the company does.
5. SWOT analysis: use grid to identity strengths, weaknesses, opportunities and
threats of targeted segments
6. STDP analysis
Segmentation:
Briefly describe the targeted segments that brand has used
Targeting: need to do more research about customer insight (eg: motivation,
behavior etc..)
Explain why this segment was targeted by company
Identify the targeting strategy used by the company
Differentiation:
What are competitive advantages of the products/brand
How the company differentiate themselves from other competitors in
terms of products, service, image, channel etc…
Positioning: include positioning map, positioning statement
Positioning map: to show how your brand compare to other competitors.
What are attributes to used and why?
Those chosen attributes could base on criteria that customers often
consider when purchasing a product. For instance, common attributes in
positioning map could be: not only price and quality, but also wide range
of product, trendy, variety of functions, many flavors to choose, widely
distribute etc…
Positioning statement
7. Marketing mix analysis
Product: research and collect your types of products and apply the concepts in
Product theory (like product lines, 3 products levels, etc…) to explain
Price: research the brand pricing and apply the concepts in Price theory (eg:
pricing strategy etc…) to explain
Place/ Distribution: research the brand’s place/ distribution and apply the concepts
in Place theory (eg: distribution strategy etc…) to explain
Promotion: research the brand’s promotion and apply the concepts in Promotion
theory (eg: promotion strategy etc…) to explain
8. Conclusion
Summarize what company is doing well and what is not doing well.
Conclude the core issues that you have identified in the company and what
needs immediately address.
9. References (APA style)
10. Appendices
Appendix 1: Group task allocation & cross-marking of members’
performance
Appendix 2 (if have): Any supporting analysis, diagrams, pictures etc which
add value to the main report should be included in this part.