“ACECOOK” MARKETING STRATEGY ANALYSIS

Group 4 – Class: MKT101

Members:
1. Ngô Minh Tuệ
2. Lê Nguyên Khang
3. Đỗ Phương Linh
4. Phồng Đạt Khìn
5. Bùi Huy Bảo
6. Đoàn Thị Ánh Tuyết
7. Vũ Văn Đức

I. Introduction

1. Market Trend and Overview

2. Company overview: (Linh)

● Company Policy Introduction
- Full name: ACECOOK INVESTIGATION COMPANY VIETNAM
- Founded on December 15, 1993 and officially operational since 1995.
● History forms and develops:
- 1993 : 15/12/1993 Vifon Acecook joint venture company was founded

- 1995 : 07/07/1995 First product sale in Ho Chi Minh City

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- 1996 : 28/02/1996 Enter the U.S. export market.
- Establish a Cần Thơ branch.
 -
- 1999 : First time to win the HVNCLC title.

- 2000: We're making a good product - Hảo Hảo

- The company's breakthrough in the steak market.

2003: Complete the North to South factory system.

2004: The company officially changed its name to Acecook Vietnam and moved the factory
to Tân Bình.
2006 : Officially entered the food rice market by building a factory in Vĩnh Long and
launching the Phở Xưa&Nay products.
 - 2008: Renamed Acecook Vietnam (18/01)
Official member of the World MAL Association

2010: 07/07/2010 received the First Class Labour Medal

- 2012: Inauguration of Ho Chi Minh 2 - the leading modern factory in Southeast Asia
 - 2015: Acecook Vietnam has changed its brand identity

II. Competitive and positioning Analysis

3. Product and service overview

4. Competitor analysis (Compare market share, strengths, weaknesses…)

5. Customer Analysis (Linh)

● Segmentations:
- Gender: Includes both men and women, but male customers have higher demands
than female customers (60% and 40%)
- Age: All the customers who like to use the pastry. However, the target customers
are children aged 6-15 and customers aged 16-35.
- Careers: Our target customers are mainly students, office staff, housewives.

● Target Segments or customer portrait

● Differentiation and Positioning Strategies

III. Marketing Strategies analysis

6. Product or Service Strategy

7. Price strategies

8. Place strategy

9. Promotion strategy:

IV. Conclusion and Recommendation

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