GUIDELINE:

IBS301M

LE PHAT MINH

FPT UNIVERSITY
Faculty of Business

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GUIDELINE – IBS301M
ASSIGNMENT 1
LECTURER: LE PHAT MINH
DEADLINE: as edunex schedule
Note: “You = Your team = team”

“PRACTICE MAKES PERFECT”

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1. Topic: Could you analyze a successful case of an international brand in Vietnam market to
answer below questions
1. Why does it be loved by VIetnamese target customers? (Hints: Image, product
values, prices, place, promotion,...) (1,25 marks)
2. Which type of international market penetration strategy did Brand owner decide?
why? (theories in slot 12) (1, 25 marks)
3. has it been struggle with very competitive business environment “5 forces model”,
please explain its each forces in detail? (Theories in Slot 1 - 5) (1,25 marks)
4. What could you suggest to them to get its brand better in Marketing and sales (1,25
marks)

2. Requirement:
- Brand of Product/ service: FMCG, F&B chain (restaurant, bubbe tea,...), fashion,
stationery, educational tools/ accessories, mobile phone, laptop, motorbike, student
bag, etc.
- Product/ service must appear across the video report as a hero of scene
- You should be the brand’s target customer and interact with brand/ product/ service
in video.
3. Result Submission:
- Format: Video report with full-HD quality
- Video Timing: It should be from 8 - 15 minutes
- Language: English/ VIetnamese
- Upload to: Class channel to store within 2 months and double-check
- You must delete it after 2 months for saving storage

4. Evaluation: online interactive KPIs for digital media channels and measurement
● Part 1 - academic evaluation: 50%
● Part 2 - classmates’ evaluation: 50%

KPI Mark Score

Views 1 1 – 99 views= 0.5; 100 – 150 views = 0.75; >200 views = 1
Comments 1 1 – 30 eligible coms. = 0.5; 31 – 50 coms = 0.75; >51 coms = 1
Share 1 5 shares = 0,5, 10 shares = 1 score
Like 1 1 – 50 = 0.5, 51 – 80: 0.75; >81: 1
Thumbnail 1 Eye-catching, professional look