...Lecturer: Anouk Roy G10 Pham Huynh Huong s3411991 Bach Nguyen s3426166 Tram Nguyen Ngoc s3410307 Nguyen Vy Thuy s3427595 Thuy Thai Kim s3410258 Chi Tran Le s3410405 Lecturer: Anouk Roy G10 Pham Huynh Huong s3411991 Bach Nguyen s3426166 Tram Nguyen Ngoc s3410307 Nguyen Vy Thuy s3427595 Thuy Thai Kim s3410258 Chi Tran Le s3410405 Contents Executive Summary 4 A. ANALYSIS: 4 I. Introduction 5 II. Situation Analysis 5 1. Company description 5 2. Product description 6 III. Marketing Environment 7 1. Micro-environment 7 2. Macro-environment 12 IV. SWOT Analysis: 15 V. STP 17 1. Segmentation 17 2. Targeting 18 3. Differentiation (Competitive advantages) 18 4. Positioning 19 VI. Marketing Mix Strategies 22 1. Product 22 2. Price 25 3. Place 26 4. Promotion 27 B. MARKETING OBJECTIVES 29 C. RECCOMMENDATIONS 30 I. Marketing strategies 30 1. Target Market 30 2. Differentiation and positioning 31 II. SWOT matrix (table) 32 Ill. Marketing Mix Strategies 32 1. Product 33 2. Price : 34 3. Place 35 4. Promotion 36 Reference list: 45 Executive Summary Tuong An is an enterprise specializing in producing vegetable cooking oil for nearly 35 years and is one of the leading companies in Food and Foodstuff Industry in Vietnam. Since Tuong An was established, the firm has received many rewards and become one of the most customers favorite brands. The main function of Tuong An Cooking Oil is to bring good nutrition...
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