Principles of Marketing 2013

Name: Ngo Minh Cong

Student ID: SB60621

Class: SB0766

Subject: Principles of Marketing

Email:Congnmsb60621@fpt.edu.vn

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 Principles of Marketing 2013
NAME: NGO MINH CONG

CLASS: SB0766

STUDENT CARD: SB60621

PRINCEPLES OF MARKETING
ASSIGNMENT

PREFACE
With the inflation of our economy, most people spend less than their income and
cut in family expenditure on luxury goods or special goods. So dealer of beer or
soft drink have difficulty in business. And my business also is in difficulty.
Therefore, I have some idea for my dealer business based on knowledge about
marketing. First, the introduction about dealer, the second is SWOT analysis and
the last is plan for improving my business.

I. INTRODUCTION
Today, with the development of social and human needs of increasingly advanced
and beverage issues, too. Beverage not only to ensure the quality requirements,
but also to new and delicious flavors.Knowing that many companies demand
beverage has produced many quality products to satisfy the needs of customers
today. Besides the competitiveness of manufacturing companies, there is the
competitiveness of the company or supply store and product introduction.

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 Principles of Marketing 2013

I began to open a dealer name is Soft Drink in 2008, with the initial capital is 70
million VND. The main products are kind of beverage include beer and soft drink. I
focus on targeting for coffee shops or small restaurant with wholesale price;
moreover it operates as a retailer with lower price than other retailers.

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 Principles of Marketing 2013

II. SWOT ANALYSIS

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In order to make a plan for improving business in the future, I analyze the
strength, weakness, opportunities and threat I have. From the SWOT analysis, I
find out the problem I need to

First strength: I do not have to rent place for business so there is no cost for
renting, and wide place for storing goods. Moreover, it is easy to make revenue
form coffee shop and retailers nearby so it makes a business relationship in long
run. On the other hand, we just have deliver by ourselves so there no cost for
paying wage. But this is also one of the weaknesses of our business.

Weaknesses: with selling in a place and living in another place so it is hard to

manage our business and serve business customers when they need. As I said in
the strength part, with one person delivers, which is a disadvantage. I cannot
supply in time for customer as a results lose a lot of customers. Besides,
advertising is an important factors in promote business situation while we lack of
focusing on advertising.

Opportunities:Vietnam is a developing country with a population of over 85

million people . So this is a potential market and the prospects for the retail sector
in general and the food industry, refreshments in particular. We have a lot of
partners are coffee shop and internet stores and selling special occasions. I build a
good relationship with partners and identify the potential of internet stores. This
is a place has a large customers- especially young people. For restaurants, to
compete with other rivals and to attract customers to choose their products, our
company has applied the promotions to attract customers such as 5 get 1 free
drink for those high priced beers such as Heinekens.For supermarkets, we did the
same with supermarkets to apply more promotions to attract more customers to
buy 6 cans of Pepsi, customers will be offered two cans.

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 Principles of Marketing 2013

Threat: begin doing business after other retailers so I have to compete with the
others about price and seek partners. Inflation economy also affects my selling
because people cut spending on luxury goods.

III. MARKETING STRATEGY

People strategy
Hiring more people in order to deliver beverage to coffee shop or retailers, satisfy
every requirements of customers on time, quickly and gain high prestige of
customers. Although it take more money for paying wage, belief of customers is
most important, build good customer relationship for now and future. Just a
phone call and the number of products , customers will be transporting the
product to take place.

Product strategy
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Besides selling I increase more products such as ice cubes, ice cream, and yogurt.
In addition, I diversify kinds of beverage. If I only used refrigerator for making ice
cubes, I would pay more money for electric. But instead, I combine to refrigerate
ice cream and yogurt so increasing more revenue and also save cost.

Price strategy
I apply cost-based pricing strategy for pricing strategy by giving price level lower
than the others. To stores and retailer, I still apply wholesale price and retail price
for consumers. These prices affect market share of competitors and other
established competitors.

The following is a quote about the product:

Date: 3/1/2013 Include: 10% VAT

Prices
Numbers Name of products Units
(VND)
Th24. Heieneken beer 330ml barrels 359.000
1 Th24. Tiger beer 320ml barrels 262.000
2 Th24. 333 beer 330ml barrels 192.000
3 Th24, SàiGòn beer Special barrels 270.000
4 Th24. NN Cocacola 320ml barrels 168.000
5 Th24. Coca light 330ml barrels 173.000
6 Th24. NN Pepsi cola 330ml barrels 152.000
7 Th12. Pepsi pet 1.5L barrels 165.000
8 Th12. Coca pet 1.5L barrels 172.000
9 NN Pepsi 0,5l cácloại barrels 137.000
10 TH24. NN Mirindaxáxị 320ml barrels 115.000
11 Th24. NN Mirinda cam 320ml barrels 135.000
12 Th24. XáxịChươngDương 320ml barrels 117.000
13 Th24. Tràxanh 0 độchanh 500ml barrels 157.000
14 Th24. Tràxanh C2 360ml barrels 106.000
15 Th24. Trà Dr. Thanh  370ml barrels 185.000

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Promotion strategy
In today's market economy, companies tend to offer its products through
intermediaries in order to expand the market and create highly effective in
ensuring extensive distribution and transport goods to the target market. At the
same time through a suitable distribution system, the company will gain a
competitive advantage in the market. In fact we can see, in today's competitive
phase, the creative advertising strategy, promotion, price reduction only short -
term advantages by other companies quickly followed makes this strategy lost
work. So the business is currently focused on developing distribution systems in
order to gain advantage in the long term. Complete distribution system, a proper
distribution policy will help businesses succeed in business.

In promotion strategy, I focus on advertising directly to business customer.

Advertising to more coffee shops or more general stores about our prices and
benefit they will have. With small scale, so it is unnecessary to advertise on
magazine or media. Moreover, selling later than in special occasion such as Euro,
weekend, 30/4, holidays and so on.

In general, along with economic growth and consumer demand for soft drinks has
also increased significantly, even stronger growth in the general consumer. The
main attraction of the Vietnamese beverage market is the driving force to attract
the participation of foreign - invested enterprises in this market. Therefore, the
beverage industry, beverage market seems the most direct impact of market
opening policy. To date, the Vietnamese beverage market with the participation
of many foreign firms drinks makes competition fierce market share.

IV. Recommendation

In addition there are also successful failure, though is so close to perfect, but
cannot suffer from these shortcomings. Measures advertising, promotions,
discounts, only short - term advantages, by a very easy to imitate. But the
distribution is different, it can be regarded as specific to each enterprise, the
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enterprise is in the distribution channels in hand means that they understand the
customers in hand, is also the source of life for business Industry. Besides can
create professional transportation and eye - catching for the company by printed
logos and color schemes to decorate cars, freight cars. In the future can make a
reputable and prestigious brand on the distribution of beverages.
To target the delivery of their products to many places to be successful.
Companies need to pay more attention to the small market such as: market,
roadside bar, where demand for beverage products is also relatively large. To all
who are known to the company brand is distributed to meet the needs of
customers, with intensive care. Different groups of customers behavior,
commodity consumption habits are different, especially for the beverage
product , the purchase and consumption of wild spontaneous . Therefore, the
company should also pay attention to the difference in how distributors in the
entertainment sector and local groups.

V. Conclusion
Along with the development of the economy of our country, the beverage market
did not stop growing, and that means that more and more companies or dealers
of a vibrant competitive populations in consumption market for its products. They
try to win " piece of cake " is greater than its part already in the market. It is
obvious that here will appear and will also have people who take their part due to
the weakness in the competition, in which the distribution system has an
extremely important role in the increased interest competitive especially with
long - term competitive advantage by competitors cannot quickly establish an
effective distribution system.

In my marketing plan, that includes some information about my dealer as the year
establish, form of business, target segment, price and main goods. The market
segments I target are both business customer, retail customers but different price
for restaurant. I sell both of them with the wholesale price lower than other
retailers. It attracts a large of business customer and builds long relationship with
them. Before plan a marketing strategy and action, I conduct a SWOT analysis –

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strength, weaknesses, opportunities and threat. Base on weaknesses and threat

of dealer, I build marketing strategy on four factors that are people, price,
product and promotion. In people strategy, I intend to hire more to enhance
service, invest more goods to diversify goods in store in product strategy. In
promotion strategy, I advance advertising to new partners or new small
restaurants. And the last strategy is pricing strategy- I reduce the price level for
retail consumer as a wholesale price to compete with others retailers. This is the
plan for my business in the next few years to improve my business situation and
get a sound foothold in market. In addition, it will be expanded on operational
scale in next few years.

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