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TRNG XUN KHI Marketing Saigon Commercial Bank 1 of 2 November 15, 2011

I, __________________________ hereby confirm that this assignment is my own work and not copied or plagiarized from any source. I have referenced the sources from which information is obtained by me for this assignment.

________________________________ Signature

_________________________ Date

---------------------------------------------------------------------------------------------------------------FOR OFFICIAL USE (Course Administrator)


Assignment Received By: Unit Outcomes

Outcome Evidence for the criteria Feedback


Assessors decision

Internal Verification

Compare alternative definitions of marketing

Investigate the concept and process of marketing (1)

Identify the main characteristics of a marketing oriented organisation

Explain the various elements of the marketing concept

Identify and assess the benefits and costs of a marketing approach

Explore the concepts of segmentation, targeting and positioning (2)

Identify and explain macro and micro environmental factors which influence marketing decisions Propose segmentation criteria to be used for two products in different markets Outline the factors which influence the choice of targeting strategy


Evidence for the criteria Explain how buyer behaviour affects marketing activities in two different buying situations


Assessors decision

Internal Verification

Merit grades awarded Distinction grades awarded

M1 D1

M2 D2

M3 D3

Comments by Assessor Common Skills


( ) Well-structured; Reference is done properly / should be done (if any) Overall, youve

Areas for improvement:

ASSESSOR SIGNATURE NAME:.........................................................................................


(Oral feedback was also provided) STUDENT SIGNATURE NAME :..............................................................................

FOR INTERNAL USE ONLY VERIFIED YES NO DATE NAME : .......................................................................... : ...........................................................................


VERIFIED BY : ...........................................................................


1. Managing own roles & responsibilities 2. Manage own time in achieving objectives 3. Undertakes personal and career development 4. Transfer skills gained to new/changing situations & contexts


12. Use information sources

13. Deal with a combination of routine & non-routine tasks 14. Identify & solve routine & non-routine problems


5. Treat others beliefs and opinions with respect 6. Relate & interact effectively with individuals & groups 7. Work effectively as a team member


15. Applying numerical skills and techniques

16. Use a range of technological equipment and systems

8. Receive and respond to a variety of information 9. Present information in a variety of visual forms 10. Communicate in writing 11. Participate in oral & no-verbal communication



17. Applying a range of skills and techniques to develop a variety of ideas in the creation of new / modified products, services or situations 18. Use a range of thought processes



Saigon Commercial Bank was formerly established in June 1992 as Que Do Commercial Joint Stock Bank under the Operating Licence issued by the Governor of the State Bank of Vietnam and the Establishment Licence also in June 1992 issued by the Peoples Committee of Ho Chi Minh City. On April 2003, the Bank was officially changed its name as the Saigon Commercial Bank (SCB). Presently, SCB is one of the effective commercial joint stock banks in the Vietnamese financial system. With the flexible policies and comprehensive products and services aiming at satisfying various demands of customers, SCB has firmly obtained achievements and business effectiveness and been a trusted companion of customers in accordance with the motto "Perfection for customers". The banks Vietnamese name is Ngn hng Thng Mi C Phn Si Gn and branded as SCB. The head office of the bank is located in Cong Quynh, Pham Ngu Lao Ward, Dist 1, HCM City. Since 27 December 2010, chartered capital of the Saigon Commercial Bank (SCB) has reached VND 4,184,795,040,000 with its main products as Fund-mobilizing activity, Credit and Services The banks vision is to Become one of the five largest commercial banks in Vietnam with its core value as to help us to build a solid foundation and a united workforce, which are the basis for us to execute our commitments and vision. The customer focus of SCB operates for customers and all the activities are oriented to customers. SCB performance is always based on consideration and concern to discover customers demand. Every SCBs staffs unfailingly put themselves in the customers position for deeply understanding them in order to find out the optimal solutions for customers. SCB believes in continuously innovates and diversifies our products and services, ceaselessly develops and improves quality of service to serve customers best as well as to provide them with more options. Every SCBs employee themselves always tries to enhance their knowledge and build up experiences to be confident to well handle problems in all cases.

The company always operates with the sense of cooperation so that every employee could participate in working and enjoy the success. The unity of all staff can help to achieve the better results. SCB mission is Balancing the interest of Community, Customers and Employees, ensuring the Shareholders value. All SCBs activities always direct to develop harmoniously between the sustainability, prosperity of the community meanwhile increasing the value of shareholders, customers. All staffs of SCB have good condition to promote their ability, be more creative in order to get higher productivity from the available resources. As of 30th June 2009, SCBs branch network includes: Head office, main transaction office and more than 90 branches and transaction offices, savings counters in the Head office, South, Center, and the North area.

The above data has been based on a real life organisation, but details have been changed for assessment purposes only and do not reflect the current management practices.
Students are advice to visit as well as look into the organisations website, competitors information and other information (e.g. : relevant to the case.

You are the trainee consultant from Viet Long JSC reporting to Nguyen Nga, a senior marketing consultant asked to look into the marketing aspects of Saigon Commercial Bank by her design director. You are asked to write a memo for Nguyen Nga coming discussion with Saigon Commercial Bank Staff on the following:

Suggest and compare alternative definitions of marketing.

(1 a)

Identify the main characteristics of a marketing oriented organisation in relation to Saigon Commercial Bank. (1 b) Explain the various elements of the marketing concept and identify and assess the benefits and costs of using a marketing approach. (1c & 1d) Identify and explain the macro and micro factors which might influence marketing decisions (2 a) Propose segmentation criteria to be used for two of Saigon Commercial Bank products in two different markets including the benefits/limitations of each method. Outline the factors which influence the choice of the targeting strategies for the products and explain how buyer behaviour for the products might affect Saigon Commercial Bank marketing activities in the two different buying situations (2 b, 2c & 2 d)

GRADING Pass is achieved by meeting all the requirements defined in the assessment criteria. Merit
Identify and apply strategies to find appropriate solutions (M1)

Characteristics / Possible Evidence Using effective approach to study marketing processes and based on research information identify market segmentation of two products in different markets, and targeting strategies. Select and apply appropriate methods/techniques (M2)

Characteristics / Possible Evidence A range of methods and techniques have been applied to macro and micro-environmental scanning. Also to be included are marketing activities in two different buying situations and a range of information sources used widely related to set tasks. Present and communicate appropriate findings (M3)

Characteristics / Possible Evidence An appropriate structure and approach has been used to write a clear marketing report and a range of methods of presentation like charts, diagrams, graphs are used.

Distinction Use critical reflection to evaluate own work and justify valid conclusions (D1)
Characteristics / Possible Evidence Creation has been used to generate and justify valid comments and also evaluation has taken place using defined criteria on marketing viability of the companys products. Take responsibility for managing and organising activities (D2)

Characteristics / Possible Evidence Substantial investigations have been planned, managed and organized in the process of marketing, environmental scanning, segmentation, targeting and positioning of the products in the desired markets.

Common Skills Grading

To achieve a PASS grade a student must, show manage own time in achieving objectives, treat others values, beliefs and different opinion expressed, receive and respond to a variety of information as well as able to get ideas across using verbal and non-verbal methods. You also show some evidence of willing to try new approaches related to given scenario. To achieve a MERIT grade a student must, show all deadlines met, all points of view are considered equally, clear and appropriate response to a variety of information, use of different communication methods, as well as good understanding of the relevance of various thought processes in creativity. To achieve a DISTINCTION grade a student must, show excellent quality of work produced on time, positive attempt made to build mutual understanding, outstanding quality of presentation, imaginative and thoughtful use of oral and non-verbal methods, as well as identify the need for changing thought processes within creative activity.


The assignment should have a cover page that includes the assignment title, assignment number, course title, module title, lecturer/tutors name and students name. Attach all the pages of assignment brief/cover sheet with your report and leave them blank for official use.

2. Ensure that authenticity declaration has been signed.


This is an individual assignment (presentation of assignment maybe necessary).

4. Content sheet with a list of all headings and page numbers. 5. A fully typed up professionally presented report document. Use 12 point Arial or Times New Roman script.

Your assignment should be word-processed and should be from 2000 to 1,500 words in length.

7. Use the Harvard referencing system.


Exhibits and samples are outside this limit.


Check carefully the submission date and the instructions given with the assignment. Late assignments will not be accepted. Ensure that you give yourself enough time to complete the assignment by the due date. Do not leave things such as printing to the last minute excuses of this nature will not be accepted for failure to hand-in the work on time. You must take responsibility for managing your own time effectively. If you are unable to hand in your assignment on time and have valid reasons such as illness, you may apply (in writing) for an extension. Failure to achieve a PASS grade will results in a REFERRAL grade being given. Take great care that if you use other peoples work or ideas in your assignment, show courtesy by providing a proper reference in your text and bibliography. Failure to do so can lead to plagiarism. NOTE: If you are caught plagiarising, you could have your grade reduced to zero, or at worst, you could be excluded from the course.

Good luck!