Bài tập lớn nguyên lí marketing

Untitled ĐẠI HỌC QUỐC GIA HÀ NỘI TRƯỜNG ĐẠI HỌC KINH TÊ BÀI TẬP LỚN CUỐI KI Môn Nguyên lí Marketing Giảng viên TS Đào Cẩm Thủy Lớp học phần 212 BSA2002 E*1 Mã Sinh Viên 20050261 Sin[.]

ĐẠI HỌC QUỐC GIA HÀ NỘI

TRƯỜNG ĐẠI HỌC KINH TÊ

BÀI TẬP LỚN CUỐI KI

Môn: Nguyên lí Marketing

Giảng viên:TS Đào Cẩm Thủy

Lớp học phần :212-BSA2002-E*1

Sinh viên thực hiện : Trần Nam Hoàng

Hà nội - 2022

Lời cảm ơn

Lời đầu tiên em xin phép được cảm ơn các thầy cô ở Trường đại học Kinh Tế nói chung và các thầy cô ở viên Quản trị kinh doanh nói riêng vì đã đưa môn Nguyên lý Marketing vào chương trình dạy Đặc biệt em xin được cảm ơn cô Đào Cẩm Thủy vì

đã đồng hành, giảng dạy cho bọn em những kiến thức về Marketing trong 15 tuần vừaqua Những kiến thức này sẽ là công cụ mới giúp em sau này

Đây là một bộ môn có tính thực tế cao và là một môn học rất thú vị Tuy nhiên, do vốn kiến thức còn hạn chế cũng như khả năng tiếp thu còn bỡ ngỡ Mặc dù đã cố gắnghết sức nhưng bài làm vẫn không thể tránh được những sai xót và nhiều chỗ còn chưa chính xác, kính mong thầy cô xem xét và góp ý để bài làm của em được hoàn thiện hơn

Em xin chân thành cảm ơn !

Mục Lục

I Business Introduction 4

1 Business information and products 4

2 Target customer and Target market 6

II Micro and Macro environment, SWOT analytis 7

3 Micro and Marcro environment 7

4 SWOT analytics 16

III Pricing strategy solution 18

IV Reference 20

I Business Introduction

1 Business information and products

 Business information

- British-Dutch multinational consumer goods firm Unilever Foods, drinks, cleaning

supplies, and personal care items are among its offerings It is the world's largest ice cream producer and the third-largest consumer goods company by revenue in 2011 (afterProcter & Gamble and Nestlé)

- Unilever is one of the world's largest suppliers of Beauty & Personal Care, Home Care,and Foods & Refreshment products, with sales in over 190 countries and 2.5 billion consumers reached every day

- OMO, Surf, Dove, Knorr, Comfort, Hazeline, Clear, Pond's, P/S, Close Up, Vim, Cif,

Sunsilk, Sunlight, Lipton, TRESemmé, and Lifebuoy are just a few of Unilever's more than 400 brands

Unilever has made significant progress in Vietnam throughout the course of its 20-year establishment and growth Unilever Vietnam has provided over 1,500 direct jobs and over 15,000 indirect jobs for third parties, suppliers, and suppliers through its network ofover 150 distributors and over 300,000 merchants distribution

- Throughout its 20-year existence and growth in Vietnam, Unilever has made significant

strides Unilever Vietnam has provided over 1,500 direct jobs and over 15,000 indirect jobs for third parties, suppliers, and suppliers through its network of over 150

distributors and over 300,000 merchants distribution

 Products

- With distribution in 190 nations, Unilever has more than 400 product brands and thousands of sub-skus Unilever's product line in Vietnam is also as extensive and varied, providing for practically all consumer demands

- Currently, Unilever has 4 main product lines :

 Foods and refreshment: Knorr,Ben & Jerry’s, Maille,Breyers …

 Detergents and Cleaning products: Comfort, Sunlight, Surf, Rinso,…

 Beauty and personal care brands: Clear, Close-up, Dove, Lifebuoy,…

 Water purifier

- Despite the positive consumer feedback and successful commercial results for all of Unilever's product names But the following brands are the most well-known and prominent:

2 Target customer and Target market

- Target customer: For each type of product, Unilever defines a target customer, but can be divided into two main groups:

 Generation Z youth (young people aged 18-29) are now somewhat more independent and liberal, more confident than the previous generation

 Vietnamese women - housewives in the family

- All market consumers, from young toddlers to the elderly, are targeted by Unilever products One of their five goods is probably certainly a Unilever product Unilever has accomplished this by making investments in a variety of goods, including

personal care items, snacks and beverages, and cleaning supplies Their primary goal

is to provide for people's essential requirements while assisting them in enjoying life

by providing high-quality products They have also been successful in reaching the healthy consumer with their high-quality and nutritious products Thus, Unilever has

a large market that appeals to everyone with spending power

- In terms of age, income, and what they desire from Unilever, the clientele of that company can be divided into a number of categories The age range of Unilever's customers is wide Age range for the personal and home care market is 15 to 45, with

a medium to high income Age groups in the food segment begin at 5, and they favor savory and nutritious food.

II Micro and Macro environment, SWOT analytis

3 Micro and Marcro environment

 Micro environment

- Suppliers :

 With a network of 10 outsourcing companies, more than 100 suppliers of raw

materials and packaging, specifically about 76 suppliers, 54 packaging suppliers, more than 15000 distributors nationwide, and a total transaction turnover of about 34 million USD annually, Unilever Vietnam has close partnerships with small and medium-sized businesses in the nation

 The business sets its factories in accessible locations near supply sources, like as Hanoi and Ho Chi Minh City

 Additionally, the business collaborates with numerous domestic industries on

production and processing tasks, supplying raw materials and packaging final goods Through these business partnerships, Unilever Vietnam has been able to reduce product costs, reduce import costs, and increase product competitiveness in the

Vietnamese market At the same time, the company has assisted its Vietnamese partners in growing their businesses, securing employment for workers, and adding about 5,500 jobs.

- Marketing intermediaries :

 With more than 350 major distributors and more than 150,000 retail locations, Unilever Viet Nam today has a national sales distribution system The company currently employs over 2,000 people and is growing at a rate of roughly 35 to 40 percent

 Up to 5-7 Unilever distributors may be present in large cities like Hanoi or Ho Chi Minh City, while 2-3 distributors may be present in other provinces

 Unilever's MT (Morden trade) channel is a supermarket Unilever products are distributed nationwide

 According to the geographical division from Unilever Viet Company, there will be distributors for Unilever in each grocery shop or mini-neighborhood supermarket's who will also serve as the region's suppliers

- Customers : As we mentioned above, Uniler divides target customers into 2 groups:

o Generation Z youth (young people aged 18-29) are now somewhat more

independent and liberal, more confident than the previous generation

o House wives

A few reasons why Unilever chooses the above target customers

+) Generation Z :

o First of all, when it comes to young generation Z, Vietnam currently has a

young population structure, and young Vietnamese people today are more independent, liberal, and self-assured than they were in the past They will decide on the majority of life's choices, such as whether to purchase certain things

o The current youthful generation is focused mostly in large cities like Hanoi,

Ho Chi Minh City, Da Nang, and Hai Phong, where Unilever's products may readily infiltrate the market

o These are also the consumers who are easier to try out and use new things on.+)House wives :

o Unilever's products are brought to consumers at low cost and in a short time

thanks to the application of new technology in product distribution

Vietnamese people previously only cared about the most necessary things for their families and to If you save money, now not only serve basic things, but also know how to consume more (interest in entertainment, health, food ) is

an advantage for Unilever to penetrate the market and have suitable strategic products

o These are the primary decision-makers in the family regarding which product

to consume, how much to consume, and how much to consume

o As someone who is concerned about the health of their entire family, quality

is always the first consideration when purchasing products

- Competitor :

 Brand competitor : Unilever may consider other companies that sell similar

products and services to the same customers at comparable prices Some major competitors in the cosmetics and detergent industry are: P&G, Nivea, Double Rich, Rohto, My Hao; About the food industry are Nestle, Ajinomoto, Chinsu, Numble 1, C2,

 Industry competitor : Unilever can look more broadly at all companies producing the same type as its competitors In this case Unilever will compete not only with other FMCG manufacturers in the food and personal and home healthcare productsindustry

 Competitor for uses : Unilever can also consider more broadly that all the

companies that produce the same products and provide the same service are its

competitors Then Unilever not only competes with FMCG manufacturers, but also with FMCG manufacturers.

 General competitor: P&G, which is also Unilever's main competitor on a global scale, is said to be the competitor that causes real difficulties for Unilever Vietnamtoday P&G has penetrated the Vietnamese market with its main products, Tide, Pantene, Rejoice, Colgate, Downy, etc., which compete directly with Unilever VN's products in terms of price and quality Unilever, however, is confident that it will defeat P&G in the Vietnam market despite being first because: P&G has a strategy of catering to higher income market segments, whereas this market

segment is in Vietnam Given the country's size, Unilever's strategy of catering to the majority of customers in society is more successful than P&G's in the

Vietnamese market Additionally, the business must contend with rivals like Nivea,Rohto, Double Rich, etc as well as domestic rivals in Vietnam like Thorakao, My Hao, etc

- Publics :

 Following the announcement by the US Department of Health and Human

Services that the substance known as formaldehyde found in Johnson & Johnson and L'Oreal causes cancer in humans, VN consumers are more aware of the

dangers of using shampoo and prefer shampoo from outside the Vietnamese

market over domestic products It also results in a significant decrease in the number of products It also results in a significant decrease in the amount of products sold in some large supermarkets (Coop-mart,BigC,Vinmart, ) until official product quality conclusions from Health agencies are issued To be honest,the announcement is bound to have a significant negative impact on Unilever's Brand-Dove

- Company :

 Macro environment :

- Demographics:

 Population size and growth rate : These are two factors that affect the size of demand According to the findings of the 2014 population and housing census, Vietnam's population is 90.5 million people, ranking 14th among the most

populous countries in the world Thus, after 15 years (from 1999 to 2014) our country's population increased to 14.17 million people, on average, our country increased by nearly 1 million people each year With a large population size and fast population growth rate Thus, Vietnam is an attractive market for the

company

 Population structure : According to the survey findings, Vietnam is in a "golden population structure" period, in which the working age group is twice as large as the dependent age group Along with the trend of decreasing fertility and

increasing life expectancy, the proportion of the population in working age (15-60 years old) has increased, accounting for 66.2 percent of Vietnam's total population.Vietnam has a relatively high level of education, particularly in urban areas In comparison to the rest of the country, the graduation rate from universities and colleges is quite high Furthermore, intellectual workers in Vietnam are excellent

at technology, making this a plentiful human resource for the company

 The change in household size : This is a factor that strongly influences the market demand for many goods Large-scale families consisting of many generations in the past are gradually being replaced by small-scale households, as today's young people tend to want to live independently In addition, for extended families in the middle class (the most common family structure in Vietnam), choosing to buy a product, especially a high-end product, is often considered very carefully

Therefore, this group consumes not as much high-end personal care products as the SSWD group (single – single, separate, windowed – widow, divorced) in basic countries

 The movement of accommodation in the population : In Vietnam, the process of urbanization is taking place strongly In big cities like Hanoi, Ho Chi Minh City is

becoming more and more crowded, bringing business opportunities for the

 Per capita income: Vietnam has made remarkable progress in economic

development and improving people's living standards in recent years However, when compared to other countries in the region such as Singapore, Thailand, the Philippines, Malaysia, and Indonesia, the majority of Vietnamese people are still

in the middle and lower income brackets The company itself faced some

challenges, such as determining which products to offer in order to meet the needs

of the Vietnamese people The company will address both issues concurrently It isboth adapting its products to the local market and having to offer low-cost

products Simultaneously, the company must be profitable This is a very difficult problem for the company However, according to the Vietnamese company's assessment, although the income is low,the company is large and the demand for the company's products is very high operating business activities in Vietnam are and gain profit by making the company's products suitable for the affordability of consumers

 Changes in the population's spending structure : With economic development, people's living standards have been significantly improved If in the early 90s of the last century, when Unilever first entered the Vietnamese market, the company focused on developing in the affordable market segment, meeting the essential needs of consumers affordable prices, the company has now begun to develop more premium product lines while maintaining its dominant influence in the existing market segment

 Infrastructure of the economy : To begin, transportation and communication

adequately invested in the near future, on par with other countries in the region The inter-provincial, district, and commune transportation networks have been renovated and upgraded, making it possible for the company to expand its product distribution network to consumers not only in major cities, but also in rural,

village, and remote areas The Internet is rapidly becoming more popular, and telecommunications and postage costs have been significantly reduced in

comparison to the past, allowing the company to apply modern technologies to theproduction and business processes, as well as the management process, in order to reduce costs and improve operational efficiency

 Economic growth rate : In recent years, Vietnam's economic growth rate has been consistently high, ranking among the highest in the region, but it is not truly sustainable The economy is extremely vulnerable to negative external influences such as the current economic downturn The global economy has lasted from 2007

to now, with inflation rates and inflation rates in the last three years being in the double digits, causing many businesses to struggle due to high input costs, and people being constrained Due to tight spending, Unilever is also experiencing some difficulties

- Political :

 Unilever realizes that Vietnam is a country with high political stability, people have a positive perception and opinion about foreign direct investment and value these companies, so building and forming a The long-term business strategy in Vietnam is completely grounded

 Although the laws of Vietnam have many problems and inadequacies, causing many difficulties for the company, the company finds that the company's

investment in Vietnam is welcomed by local officials, and in line with the foreign investment law here, plus the company will have a better understanding of the Investment law as well as the business environment in Vietnam in general when business people hire local people to work for them Therefore, when forming a business strategy on political and legal issues for the company, there are no