Phân tích mô hình cạnh tranh PESTLE và các yếu tố vi mô, vĩ mô ảnh hưởng đến hoạt động kinh doanh của tổng công ty SABECO 1 ASSIGNMENT 2 FRONT SHEET Qualification BTEC Level 4 HND Diploma in Business Unit number and title Unit 2 Marketing Processes and Planning Submission date 10042023 Date Received 1st submission Re s. Xác định những tác động tích cực và tiêu cực của môi trường vĩ mô đối với công ty được lựa chọn. Học sinh cần giải thích được môi trường cạnh tranh (Mô hình năm lực lượng cạnh tranh) và 6 yếu tố (PESTLE) của môi trường vĩ mô. Bắt buộc, với mỗi yếu tố, bạn cũng trình bày tác động chung của từng yếu tố đến hoạt động kinh doanh chung và công ty đã chọn.
ASSIGNMENT FRONT SHEET Qualification BTEC Level HND Diploma in Business Unit number and title Unit Marketing Processes and Planning Submission date 10/04/2023 Date Received 1st submission Re-submission Date Date Received 2nd submission Final scores Student names & codes Signatures Dong Thi Linh_BH01210 Linh Nguyen Thi Thu_BH01199 Thu Luu Thi Quynh Nga_ BH00854 Nga Le Linh Chi_BH01107 Chi Mau Bich Thuy_ BH00778 Thuy Group number: BA0603 Class Ngo The Nam Assessor name Student declaration I certify that the assignment submission is entirely my own work and I fully understand the consequences of plagiarism I understand that making a false declaration is a form of malpractice P3 P4 P5 M3 M4 M5 D2 D3 D4 OBSERVATION RECORD Student Dong Thi Linh Description of activity undertaken I Introduction Heineken Marketing Mix 7P's Executive Summary 2.1.4 The influence of the macro environment 2.3 Product review V Conclusion Reference Correct all the wrong parts of the article Assessment & grading criteria How the activity meets the requirements of the criteria Student signature: Date: Assessor signature: Date: Assessor name: Student Nguyễn Thị Thu Description of activity undertaken Sabeco's 7Ps strategic analysis includes product strategy, price, location, promotion, people, process, physical evidence Assessment & grading criteria How the activity meets the requirements of the criteria Student signature: Assessor signature: Thu Date: Date: Assessor name: Student Luu Thi Quynh Nga Description of activity undertaken Situation Analysis Assessment & grading criteria How the activity meets the requirements of the criteria Student signature: Date: Assessor signature: Date: Assessor name: Student Lê Linh Chi Description of activity undertaken Sabeco's 7Ps strategic analysis includes product strategy, price, location, promotion, people, process, physical evidence, objectives and issues Assessment & grading criteria How the activity meets the requirements of the criteria Student signature: Assessor signature: Chi Date: Date: Assessor name: Student Mau Bich Thuy Description of activity undertaken Action Program Controls and Monitoring IV Developing a Media Plan for SABECO Assessment & grading criteria How the activity meets the requirements of the criteria Student signature: Date: Assessor signature: Date: Assessor name: Summative Feedback: Grade: Resubmission Feedback: Assessor Signature: Date: Internal Verifier’s Comments: Signature & Date: Mmxnnb Contents I Introduction 11 II The Comparison Between SABECO and Heineken 11 SABECO Marketing Mix 7P's 11 1.1 Product 11 1.2 Price 14 1.3 Place 15 1.4 Promotion 16 1.5 Process 17 1.6 Physical Evidence 18 1.7 People 18 1.8 Conclusion 19 Heineken Marketing Mix 7P’s 19 2.1 Product 19 2.2 Price 20 2.3 Place 21 2.4 Promotion 22 2.5 Process 23 2.6 Physical Evidence 24 2.7 People 24 2.8 Conclusion 25 III Developing a Marketing Plan for SABECO 25 Executive Summary 25 Situation Analysis 26 2.1 Market analysis of the beer industry 26 2.1.1 Review of the beer industry market 26 2.1.2 Market segment 27 2.1.3 Demand of customer 27 2.1.4 The influence of the macro environment 28 2.1.4.1 Demographic 28 2.1.4.2 Economic 28 2.1.4.3 Natural 29 2.1.4.4 Political 29 2.1.4.5 Technological 29 2.1.4.6 Cutural 30 2.2 2.2.1 Heineken 31 2.2.2 Sagota 31 2.3 Competition review 30 Product review 32 Objectives and Issues 33 3.1 First- year objectives 33 3.2 Second- year objectives 33 3.3 Issues 33 Marketing Stragegy 33 4.1 Target segment 33 4.2 Positioning and differentiation strategy 34 4.3 Marketing mix 7Ps strategy 34 4.3.1 Product 34 4.3.2 Price 36 4.3.3 Place 36 4.3.4 Promotion 38 4.3.5 People 40 4.3.6 Process 41 4.3.7 Physical Evidence 41 Action Program 42 Controls and Monitoring 43 IV Developing a Media Plan for SABECO 43 V Media Goals and Objectives 43 Target Audience 44 Media Chanels 44 Controls and Monitoring 45 Conclusion 46 VI Reference 46 10 Guom pedestrian street, blogger Khoai Lang Thang and VJ Thuy Minh were invited, together "coordinating" very well when chanting the slogan of saigon better: "better than the one same" full of excitement It is from this slogan that SaiGon Better will send a new message to consumers, aiming for an increasingly improved life In the chain of promotional activities of Saigon Better, bringing a full non-alcoholic beer experience space for customers consumers This street activity chain will be present in other major cities across the country, namely Ho Chi Minh, Ha Long, Da Nang, Nha Trang, Da Lat, Phu Quoc and Ca Mau For SaiGon Better, SABECO will release an e-book called "The Best" - a book whose main content is product research and development, thereby drawing lessons on production as well as business for future generations Books will be distributed free of charge to customers who are Silver members and above of SABECO In addition, for the communication for SaiGon Better, SABECO will hire KOCs with great influence as well as suitable for the product line for the most effective marketing Specifically, player Tien Linh, he will make an advertisement with SaiGon Better with the slogan "Better than the one same" at the end of the video and post it on his tiktok page with the hashtag #SaiGonBetter #Betterthantheonesame Social Media: For the form of marketing through social networking sites for SaiGon Better, Facebook, Youtube and especially Tiktok will be the main social networking sites that will be selected to promote non-alcoholic beer For marketing through these social networking sites, right below each promotional video about the product will be attached with the hashtag #SaiGonBetter #Betterthantheonesame to help more customers know about the product In addition, running ads on these social networking platforms is also very important For promotional videos on social networks, it will be different than on television because SaiGon Better is mainly aimed at the young generation here For tiktok, SABECO will launch a challenge called "Thebest" - the challenge of hunting for SaiGon Better non-alcoholic beer bottles with yellow and red bottles (special edition) to form the Vietnamese national flag, The challenge is both entertaining and has a good effect on product consumption, as well as a sense of patriotism Controls and Monitoring Sabeco is planning to implement strict control measures to closely monitor product quality, brand awareness, brand image and customer satisfaction This helps the company to react quickly in fixing any problems that may arise Early warning signals and issues will be monitored for signs of deviation from plan, including monthly revenue and monthly expenses With market volatility, contingency plans are also put in place to deal with rapid environmental changes such as changing consumer preferences, new products, new competition 45 V Conclusion The above is the overall analysis of our team with the set goal of analyzing and researching competition, and developing a marketing plan for the corporation's line of non-alcoholic beer - called SaiGon Better SABECO to achieve Marketing goals Our team's analysis consists of six large sections Part is the introduction Part is mainly about analyzing the 7Ps strategy of SABECO and its direct competitor, Heineken Vietnam Part is mainly developing a marketing plan for SABECO's new product line, SaiGon Better non-alcoholic beer The first is market analysis to investigate customer needs and target customers In addition, the analysis of the influence of the macro environment on marketing activities and an overview of direct competitors in the nonalcoholic beer market in Vietnam Next is the specific goal that SABECO wants to achieve when launching this non-alcoholic beer And the most important part is building a detailed plan for the marketing strategy Finally the big part is the conclusion and the big part is the reference Here is the analysis of our team The work of our team has provided a specific marketing strategy for SABECO's non-alcoholic beer line, and at the same time, a plan and budget for the strategy The weakness here is that the information about the calculated number is not specific Our team's goal is to complete the article fully with a comprehensive marketing strategy for the business and achieve good results VI Reference Thang (2021) Giới thiệu, SABECO, [online] thieu?pagenumber=3 (Accessed April 8, 2023) Available at: https://www.sabeco.com.vn/gioi- Chloe (2021) Chiến lược marketing SABECO: Thương hiệu bia Made in Việt Nam, MISA AMIS, [online] Available at: https://amis.misa.vn/33785/chien-luoc-marketing-cua-sabeco-thuong-hieu-bia-made-in-vietnam/ (Accessed April 8, 2023) Linh, N (2021) Chiến dịch truyền thông sabeco, (DOC) Chiến dịch truyền thông sabeco | Ngô Linh Academia.edu, [online] Available at: https://www.academia.edu/43257926/Chi%E1%BA%BFn_d%E1%BB%8Bch_truy%E1%BB%81n_th%C3%B4ng _sabeco (Accessed April 8, 2023) Võ, T (2021) Bia Sài Gịn phát động chương trình cộng đồng “Tết chung nhà” - Forbes Việt Nam, Forbes Việt Nam, [online] Available at: https://forbes.vn/bia-saigon-phat-dong-chuong-trinh-cong-dong-tet-chungmot-nha/ Nguyen, N (2021) P - Heineken, P - Heineken | Nhut Nguyen - Academia.edu, [online] Available at: https://www.academia.edu/34860562/P_Heineken (Accessed April 8, 2023) Thuat (2021) Chiến lược marketing Heineken 4P đưa thương hiệu bia Hà Lan “phủ sóng” giới, Rubicmarketing.com, [online] Available at: https://rubicmarketing.com/chien-luoc-marketing-cuaheineken.html (Accessed April 8, 2023) 46 Minh (2021) Heineken® nỗ lực thay đổi hành vi lái xe sau uống rượu bia với chiến dịch truyền thông mạng xã hội độc đáo, Heineken® nỗ lực thay đổi hành vi lái xe sau uống rượu bia với chiến dịch truyền thông mạng xã hội độc đáo, [online] Available at: https://heineken-vietnam.com.vn/tin-tuc-su-kien/thong-cao-baochi/heineken-no-luc-thay-doi-hanh-vi-lai-xe-sau-khi-uong-ruou-bia-voi-chien-dich-truyen-thong-mang-xahoi-doc-dao.html (Accessed April 8, 2023) Trí, D (2021) Một quảng cáo hay Heineken, Một quảng cáo hay Heineken | Báo Dân trí, [online] Available at: https://dantri.com.vn/giai-tri/mot-trong-nhung-quang-cao-haynhat-cua-heineken-1294418092.htm (Accessed April 8, 2023) HnK (2022) HEINEKEN Việt Nam nâng tầm tham vọng phát triển bền vững năm nhiều biến động, HEINEKEN Việt Nam nâng tầm tham vọng phát triển bền vững năm nhiều biến động, [online] Available at: https://heineken-vietnam.com.vn/tin-tuc-su-kien/thong-cao-bao-chi/heineken-viet-nam-nangtam-tham-vong-phat-trien-ben-vung-trong-mot-nam-nhieu-bien-dong.html (Accessed April 8, 2023) 47 48 49 50 51 52 53 54 55 56 57 58 59