Page limit

The situation analysis report will have

a page limit of:
font Times New Roman, font size 12
with line
spacing of 1

PURPOSE
 Help students to have knowledge about brand, its history, stories, marketing
activities, its customers and competitors in the market.
 Help students to use the theory learnt during the course to explain company’s
marketing activities found.

REPORT STRUCTURE

1. Abstract/ Executive summary

2. 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
3. External environment: 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.
4. SWOT analysis: use grid to identity strengths, weaknesses, opportunities and
threats of targeted segments
5. 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
6. Marketing mix
Product: research and collect your types of product 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
7. 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.
8. Reference
9. Appendix
 Any supporting analysis, diagrams, pictures etc which add value to the
main report should be included in this part.
 Campaign review: evaluate as many as possible the ad campaigns in terms
of:
o Does campaign in lign with the positioning strategy of the company?
o Does campaign aim to the targeted customer?
o Does campaign make your product look unique? Is it creative? Is it good
enough to emphasis on your completive advantages to compete the
competitors?
o Why does the ad use this KOL/ influencer instead of others? Are the
messages clear? Does the key message take out? Etc