SCHOOL OF BUSINESS

ASSIGNMENT COVER SHEET

STUDENT DETAILS

Student name: Ngo Le Khanh Van Student ID number: 20631433

UNIT AND TUTORIAL DETAILS

Unit name: International Marketing Unit number: 200094

Tutorial group: Tutorial day and time: Jun 5 2021 8AM
Lecturer or Tutor name: Nguyễn Văn Thăng Long

ASSIGNMENT DETAILS

Title: Conectivity
Length: Due date: 5 Jun 2021 Date submitted: 5 Jun 2021
Home campus (where you are enrolled): Vietnam Campus

DECLARATION

I hold a copy of this assignment if the original is lost or damaged.

I hereby certify that no part of this assignment or product has been copied from any other student’s work or from
any other source except where due acknowledgement is made in the assignment.
I hereby certify that no part of this assignment or product has been submitted by me in another (previous or
current) assessment, except where appropriately referenced, and with prior permission from the Lecturer /
Tutor / Unit Coordinator for this unit.
No part of the assignment/product has been written/produced for me by any other person except where
collaboration has been authorised by the Lecturer / Tutor /Unit Coordinator concerned.
I am aware that this work will be reproduced and submitted to plagiarism detection software programs for the
purpose of detecting possible plagiarism (which may retain a copy on its database for future plagiarism
checking).

Student’s signature: Ngo Le Khanh Van

Note: An examiner or lecturer / tutor has the right to not mark this assignment if the above declaration has not been
signed.

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 My company: Saigon Cosmetics 

Before 1975, Saigon Cosmetics Corporation was the Imortel Perfume company. 
After 1975, it changed into the Cosmetics Workshop II, then to the Cosmetics Factory II and became
the Saigon Cosmetics Factory in 1990. 
At that time, the main products of Saigon Cosmetics Factory were perfume, shampoo, etc. 

Product: Miss Saigon Elegance Perfume 

Export to country: China 

Segmentation/  College students/ Young age group: 18 - 30

Target Markets  Middle age female: 30 - 50 (Main group)

Economic  Perfume is the lowest segment of luxury in China.

situation  The perfume market in China is growing quite slowly, which is
slower than other segments for luxury brands.
 Perfume market in China has the potential for future growth.
 No leading brand (Local) in China’s perfume market.

Competitive  Foreign brands have the majority of the shares of the perfume
Advantage market in China.
 Domestic competition is increasing such as there exists a black
market for perfume online, with shops on Taobao which offer
cheap perfume and almost all brands that consumers want, and
they also may be illegally imported. Consumers are both wary of
this, as they fear fake or harmful chemicals, but interested as it
makes the perfume market in China easier to access, and
potentially creating competitive advantage for brands both
domestic and international.
 E-commerce platforms, social media examples, such as Tmall
(The Chinese largest e-commerce platform), “provides an
opportunity for international brands to open exclusive online stores
and directly sell products to Chinese consumers without being
physically present in China.” 

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