Introduction to Marketing

Duc-Hanh
Lecturer: Nguyen Nguyen,
Truong Gia Bao,
MBA M.B
hanh.nguyenduc@vnuk.edu.vn | 0988 302 483
 Practice Task :
Marketing Research
Contents
1. Market Analysis
2.Customer Analysis
3.Competitive Analysis
1. Market Analysis

Overview of Vietnamese Food & Beverage
market: Market size, growth

Key Market segments: their size, growth,
and characteristics (demographics,
psychological, purchase behavior factors,
etc.)

External environment that identifies and
analyse at least 3 external environment
factors has great impact on the food &
beverage market and your company.

 Conduct: Desk research (secondary

data)

Introduction to Marketing
2. Customer Analysis
The key purpose is to gain insights about customers’ needs & wants
regarding food & beverage products.

Recent consumption trends

Customers’ needs, wants, preferences and what they are seeking in
food & beverage products/ services, their attitudes toward your new
product concept/ idea, their willingness to buy
Conduct:

Desk research (secondary data)

Primary research: depth interview and/ or Online Survey (refer to
types of questions to pose in a primary Marketing research -
Lecture 05 slide)  prepare your questionnaire and send to Ms.
Hanh to review.
Introduction to Marketing
3. Competitive Analysis
1. Identify 2 main competitors
2. Assess competitors in comparison with your company:

What are their current market share (if any)?

Introduction to Marketing

What are their brand positions and competitive advantages?

What are their Marketing Mix (7Ps)?
7Ps Your Company Competitor 1 Competitor 2
Product
Price
Place
Promotion
Physical Evidence
Process
People

What are competitors’ strengths & weaknesses?

 Conduct desk research + market research inspection