Chiến lược tiếp thị của tổng công ty bia rượu nước giải khát Sài Gòn

1 ASSIGNMENT 1 FRONT SHEET Qualification BTEC Level 4 HND Diploma in Business Unit number and title Unit 2 Marketing Processes and Planning Submission date 1032023 Date Received 1st submission Re su. Bạn đang ứng tuyển vào vị trí “marketing executive” trong một tổ chức X ( X có thể là bất cứ tổ chức nào hoạt động trong ngành FMCG (nhóm hàng tiêu dùng nhanh) tại Việt Nam). Trong quá trình interview, bạn được yêu cầu bàn luận về khái niệm Marketing, vai trò của phòng Marketing trong tổ chức đó. Hơn nữa, bạn sẽ phải tìm ra mối quan hệ giữa Phòng Marketing và các phòng chức năng khác trong công tytổ chức.

ASSIGNMENT 1 FRONT SHEET Qualification BTEC Level 4 HND Diploma in Business

Unit number and title Unit 2 Marketing Processes and Planning

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Contents

I Introduction 4

II Overview of Marketing 4

1 The Definition of Marketing 4

2 The Marketing Process 5

2.1 Understanding the marketplace and customer needs and wants 6

2.2 Designing a customer value-driven marketing strategy 7

2.3 Construct an integrated marketing program that delivers superior value 7

2.4 Capture value from customers to create profits and customer equity 9

3 The Marketing's roles 9

III The Marketing Function in SABECO 10

1 The role and responsibilities of the marketing department in SABECO 10

2 Influence of Marketing environment forces on SABECO's marketing activities 12

2.1 Influence of microenvironment 12

2.2 Influence of macroenvironment 15

IV The relationship between marketing and other functional departments 18

1 Relationship between marketing and sales department 18

2 Relationship between Marketing department and HR department 19

3 Relationship between the Marketing department and Production & Operation department 19 V The relationship between marketing and other functional departments in SABECO 20

VI Conclusion 23

VII Reference 24

I Introduction

I am applying for the "Marketing Executive" position at Sabeco (Sabeco is an enterprise operating

in FMCG - fast consumer goods in Vietnam).Saigon Beer - Alcohol - Beverage Joint Stock Corporation, Also Known as Sabeco (Saigon Beer-alcohol-beverage Joint Stock Corporation), is a Vietnamese Joint Stock Company Despite The Fact that it is a Joint Stock Company, the State Retains Nearly 90% of the charter Capital of Sabeco, and the Ministry of Industry and Trade Serves

As The State's Representative in Sabeco Regarding marketing concepts, the role of the marketing room in Sabeco Moreover, I will have to find the relationship between the Marketing Department and other functional rooms in Sabeco Here will be my detailed analysis report

Below is my analysis of Sabeco - a company in the FMCG industry in Vietnam My report consists

of 7 parts Part 1 is a general introduction Part 2 is an overview of marketing, which includes the definition of marketing, the marketing process includes 5 steps; next is the responsibility of marketing for businesses in general Part 3 is what function the Marketing department has in Sabeco, which includes the responsibilities and duties of the Marketing department in Sabeco; Next is the influence of the marketing environment on Sabeco's marketing activities: including the micro-environment that depends on Sabeco, suppliers, marketing intermediaries, customers, competitors, the public, and the macro environment includes: demographics, economy, technology, natural and political Part 4 is the relationship between Marketing department and other departments, including the relationship between Marketing department and sales department, human resources department Part 5 is the relationship between marketing and other departments in Sabeco company Section 6 is a summary of the problem Section 7 is reference

II Overview of Marketing

1 The Definition of Marketing

Marketing refers to any actions a company takes to attract an audience to the company's product

or services through high-quality messaging Marketing aims to deliver standalone value for prospects and consumers through content, with the long-term goal of demonstrating product value, strengthening brand loyalty, and ultimately increasing sales ( Caroline Forsey, 2021)

Research, product design, promotion, sales, and distribution are all steps in the process of making

a product Therefore, marketing also includes activities that distribute the value of your product or service to users and conduct market research, promotion, and sales support In order to assist businesses in attracting, acquiring, and keeping customers, marketing today places a strong emphasis on studying the market and consumer behavior as well as scrutinizing business management practices (and brand loyalty) by satisfying their needs and preferences

2 The Marketing Process

The marketing process is defined as research, development, implementation, control, and improvement with the goal of providing practical value to customers and assisting businesses in making profits Businesses will find it easier to create a marketing strategy or plan using a specific marketing process, ensuring that everything is going in the right direction The marketing process includes the following 5 steps:

Figure 1 The Marketing Process

(Source: Author's compilation)

Figure 1 shows the steps in the marketing process, including 5 important steps I will analyze it in more detail below:

2.1 Understanding the marketplace and customer needs and wants

Basic requirements (Needs): The needs and desires of the scammer serve as the starting point

for strategic marketing thinking People's urgent need is the absence of something they feel, and

it is also very diverse and complex It includes both basic human physiological needs such as food, clothing, heating, and life safety, as well as social and personal needs such as intimacy, proximity, prestige, and affection knowledge and self-expression Urgent needs are inherent in human nature and are not determined by society or marketers People will feel uncomfortable and unsatisfied if their basic needs are not met And if those needs are extremely important to man, it becomes even more miserable When people are dissatisfied, they have two options: one

is to find an object capable of satisfying the need, and the other is to suppress it

Wants: Human desire is a need with a specific form that corresponds to each person's cultural

level and personality Desires are expressed in specific things that can meet needs but must be appropriate for that person's lifestyle The needs of society's members grow in tandem with its development As a result, manufacturers' activities are always directed toward stimulating the desire to buy and attempting to establish an adaptive relationship between their products and urgent human needs

Demands: In marketing, human needs are essentially wants with the condition of being able to

pay When backed by purchasing power, wants become needs Many people want the same product, but only a few can get it because of their financial means As a result, businesses must measure how many people buy their products and, more importantly, how many people are able and willing to buy that product as part of their marketing strategy

Example: At a time when the economy is developing and roads are also developing as the demand for people's travel is increasing:

✓ Motorbike to serve that need( needs)

A trendy design motorcycle, easy to control:

✓ You can choose from the following models: Lead, SH, Vespa, Grande, Vision,

But your spending limit is about 35 million:

✓ The best choice here is Vision 2023 standard version for 30 million VND

( Kate, 2020)

2.2 Designing a customer value-driven marketing strategy

Marketing management is the art and science of choosing target markets and building profitable relationships with them

A brand’s value proposition is the set of benefits or values it promises to deliver to customers to satisfy their needs

A marketing strategy is a long-term plan for achieving a company's goals through customer understanding and the creation of a distinct and sustainable competitive advantage It includes everything from determining who your customers are to deciding how to reach those customers

A marketing strategy allows you to define how your company positions itself in the marketplace, the types of products you produce, the strategic partners you form, and the types of advertising and promotion you engage in A marketing strategy is critical to the success of any business Continue reading to learn how to develop a successful marketing strategy for your business

( Minh Tu, 2021)

Figure 2 The Marketing Concept

(Source: Author's compilation)

The marketing concept is displayed in Figure 2 I'll delve deeper into the following marketing idea: The marketing concept's primary focus is on customer needs, and its main goal is to satisfy customers Concepts in marketing place the customer at the center of all activities in order to clear products

2.3 Construct an integrated marketing program that delivers superior value

Integrated marketing program means closely linked communication activities aimed at conveying

a message about a product, service, brand or organization clearly to consumers Here are 6

built-in marketbuilt-ing tools that work:

✓ Advertising is a form of paid communication used to promote a brand's goods or services

and convince consumers to act now or in the future

✓ Direct marketing is a method of marketing products directly to customers in order to

increase sales and generate responses at the time of transaction There are several types: Direct sales, telemarketing (Telesales Marketing), email marketing (Email Marketing), and a variety of other media are all options

✓ Sales promotions are marketing activities that provide added value or impetus to the sales

force, distributors, or end users in order to drive sales Promotions are broadly classified into two types: consumer-oriented activities and commercial-oriented activities

✓ Public relations (PR) is the term for the communication strategies and actions that a

person, group, or government uses to increase understanding and foster goodwill among external audiences outside

✓ Sponsorship is defined as the financial support of a brand, individual or activity in exchange

for the benefit of promoting the brand

✓ Personal selling is a type of person-to-person marketing where the seller tries to help or

influence potential customers to buy a company's goods or services

✓ Engage customers, build profitable relationships, and create customer delight:

Customer relationship management—the overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction

Figure 3 Relationship Building Blocks: Customer value and satisfaction

The changing nature of customer relationships:

✓ Relating with more carefully selected customers uses selective relationship management to target fewer, more profitable customers

✓ Relating more deeply and interactively by incorporating more interactive two way

relationships through blogs, websites, online communities and social networks

2.4 Capture value from customers to create profits and customer equity

Customer lifetime value (CLV) is the sum of all future purchases a customer would make over

the course of a lifetime of business

Customer share is the percentage of a customer's purchasing that a company receives in its

product categories

Customer equity is the sum of all of the company's customers' lifetime values

Building customer equity:

✓ Having the right relationships with the right customers entails treating them as assets that must be managed and maximized

✓ Different customer types necessitate distinct relationship management strategies

3 The Marketing's roles

• Marketing helps businesses understand customers

Conduct market research in different forms to identify customer needs, thereby serving as the basis for other marketing activities such as product development, pricing, product promotion, and branding , and distribution To collect market information, businesses can conduct regular information collection through the sales team or point of sale, as well as conduct formal research

to collect market information (Bao,2019)

• Marketing assists businesses in developing their brands

Branding is an extremely important business activity Branding enables businesses to sell products and services at a higher price and with greater customer trust

• Marketing helps convey information about brands and products to customers

• Marketing contributes to increased sales

Marketing requires the creation of profitable value for individuals and businesses Marketing not only meets the needs of customers, but it also broadens the reach, allowing more people to learn about the company's products As a result, they will have more opportunities to bring their products to more consumers A good marketing strategy will help businesses increase sales and profits

• Marketing aims to satisfy, needs and wants of consumers Customers directly give

feedback and suggestions about goods and services for businesses to improve products better

( Hai, 2023)

• Improve people's quality of life when many products and services are created to meet the

needs of consumers

III The Marketing Function in SABECO

1 The role and responsibilities of the marketing department in SABECO

SABECO relies heavily on marketing This division is in charge of customer research, segmentation, and market positioning As a result, the company develops pricing strategies and distribution networks Other departments will plan activities based on those projections The company's departments continue to work together and support one another The most common is the connection between marketing and business The marketing department will develop programs to

attract new customers to Sales Alternatively, they collaborate with the sales team to gather market, product, and competitor data, among other things.( P.V, 2022)

• Marketing Dept

✓ Building and developing brand and image for SABECO Corporation: Creating and managing a

professional and committed customer service system Participating actively as a sponsor in a variety of social activities to promote the brand image Create a variety of after-sales programs and product warranties for businesses Register to participate in a variety of

product quality programs such as High-Quality Vietnamese Goods and ISO

✓ Market research and product development: Sabeco's Marketing Department undertakes

customer and shopping market research.Furthermore, the marketing department is frequently in charge of selecting and managing agents and suppliers who create marketing materials or provide marketing support Market research may also be conducted by the marketing department in order to determine what customers are most interested in and what they will be interested in in the future Marketers can also examine trends related to Sabeco's Interests Or the use of products by age groups, regions, and regions They will then collect data, analyze it, and report on market trends so that SABECO Corporation has a clear picture of the market they need to target The product will then be launched in the direction

of that goal

✓ Plan and execute marketing strategy: Sabeco's marketing department is responsible for the

planning and execution of various marketing projects for their company They may also work with journalists, media and news media to arrange articles or interviews related to the company's interests Aside from planning and creating content, the Marketing department also keeps track of how well various advertising tools have been and are working so that marketing strategies can be quickly modified to be most effective for customers SABECO Corporation

✓ Promote products to customers: The marketing department will always monitor market

trends to identify customers' needs and wants, and then develop a marketing strategy to raise customer awareness about their purchasing needs The marketing department is in charge of informing and persuading customers to purchase Sabeco products by combining various activities Not only that, but Sabeco's marketing department is also in charge of

attracting customers, understanding them, and listening to what they have to say; all of this contributes to monitoring the competition, generating new ideas, and defining goals Target and plan strategies for attracting and retaining customers

✓ Establish and maintain relationships with press and media: To ensure that the company's

image and interests are presented in the best light in the eyes of the public, the marketing department must focus on developing positive relationships with the media and the press The media is an effective partner, assisting businesses in building brands, standing, and

assisting businesses in dealing with arising crises

✓ Operating, managing, and training Marketing staff

✓ Coordinate business activities with SABECO Corporation related parties, Satraco, and regional

trading joint stock companies in order to meet SABECO Corporation's annual business and profit goals

2 Influence of Marketing environment forces on SABECO's marketing activities

2.1 Influence of microenvironment

( Source: Minh Tu, 2022)

The Company- SABECO Corporation:

Marketing management considers other company groups when developing marketing plans, including top management, finance, research and development (R&D), purchasing, operations, human resources, and accounting The internal environment is made up of all of these