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THE FINANCIAL UNIVERSITY OF FINANCE – MARKETING FACULTY OF MARKETING & MARKETING MANAGEMENT CREATING A MARKETING PLAN FOR MOC NHIEN DRIED MUSHROOMS - SHIME Class: CLC-21DMC01 Course code: 2311702006006 Instructors: Master Đặng Huỳnh Phương Student Implementation Trần Vũ Anh Thư Diệp Thế Hoàng Linh Nguyễn Thị Kim Oanh Nguyễn Trương Phượng Uyên TPHCM, THÁNG NĂM 2023 THE FINANCIAL UNIVERSITY OF FINANCE – MARKETING FACULTY OF MARKETING & MARKETING MANAGEMENT CREATING A MARKETING PLAN FOR MOC NHIEN DRIED MUSHROOMS - SHIME Class: CLC-21DMC01 Course code: 2311702006006 Instructors: Master Đặng Huỳnh Phương Student Implementation Trần Vũ Anh Thư Diệp Thế Hoàng Linh Nguyễn Thị Kim Oanh Nguyễn Trương Phượng Uyên TPHCM, THÁNG NĂM 2023 JOB ASSIGNMENT SHEET STT Họ tên MSSV Mức độ hoàn Ký tên thành công việc (%) Trần Vũ Anh Thư 2121003518 100% Thư Diệp Thế Hoàng Linh 2121003369 100% Linh Nguyễn Thị Kim Oanh 2121003482 100% Oanh Nguyễn Trương 2121003852 100% Uyên Phượng Uyên INSTRUCTOR’S COMMENTS GUARANTEE We hereby declare that this is our own marketing plan under the guidance of Mr.Dang Huynh Phuong Our marketing plan for “Shi-me product” is honest and has not been published in any form before The data in the tables for analysis, comments and evaluation are personally collected from different sources with clearly stated origins If we detect any fraud, we will take full responsibility for the content of our essay ACKNOWLEDGEMENT First of all, we would like to express our deep gratitude to my teacher Mr.Dang Huynh Phuong, who wholeheartedly guided us throughout the course of studying Marketing Management He helped us orient the topic, layout the lesson, correct the content and present the lesson in a scientific and effective way Although there were many difficulties in the process, we tried our best to complete the lesson to the best of our ability However, it is inevitable that there will be shortcomings, we’re looking forward to receiving comments and evaluations to be able to improve Finally, we would like to wish all the teachers in the Faculty of Marketing good health, always success in your career as well as in life and keep enthusiasm to continue to carry out your noble mission of conveying knowledge for future generations Thank you sincerely! TABLE OF CONTENT Document continues below Discover more fQroumản: trị marketing Trường Đại học Tài… 965 documents Go to course Vinamilk Kênh-phân- phối Word-8-điểm… 85 95% (109) Chiến lược marketing-mix của… 15 95% (39) Samsung Marketing Strategy 100% (1) Quản trị marketing BT chương có giải - quản trị marketing… Quản trị 100% (1) marketing Marketing Plan S23 - marplan 100% (1) 15 Quản trị marketing Correctional Administration Criminology 96% (114) CHAPTER 1: EXECUTIVE SUMMARY 1.1 Introduction 1.1.1 Vision 1.1.2 Core value .1 1.1.3 Mission 1.2 Marketing Objectives 1.3 Brand Objectives 1.4 Financial Objectives .2 CHAPTER 2: SITUATION ANALYSIS .3 2.1 Macro Environment .3 2.1.1 Economic environment: 2.1.2 Legal and political environment 2.1.3 Socio-cultural environment 2.1.4 Technological environment 2.1.5 Natural environment 2.1.6 Demographic environment: 2.2 Micro Environment 2.2.1 Supplier 2.2.2 Customer 2.2.3 Competitors 2.2.4 Indirect competitors .7 2.3 Industry environment analysis .7 CHAPTER 3: MARKETING STRATEGY 3.1 STP 3.1.1 Segmentation 3.1.2 Targeting 3.1.3 Positioning .9 3.2 Marketing Mix .9 3.2.1 Product 3.2.1.1 Core value 3.2.1.2 Product Quality 10 3.2.1.3 Packaging .10 3.2.1.4 Product support service 10 3.2.1.5 Shopping support 11 3.2.2 Price .11 3.2.3 Place .12 3.2.4 Promotion 13 3.2.4.1 Social Media 13 3.2.4.2 Outside advertising 13 3.2.4.3 Pop - up advertising .14 3.2.4.4 Public Relations 14 3.2.4.5 Discount .16 3.2.5 Marketing Research .18 CHAPTER 4: MARKETING TACTICS 18 4.1 Action plan 2024 18 4.2 Action Plan 2025 20 4.3 Action Plan 2026 22 CHAPTER 5: FINANCIAL PROJECTIONS 24 5.1 Total expected sales and estimate costs for each year 24 5.2 Break even volume and Break even time 30 5.3 Revenue and Profit .30 5.3.1 Revenue .30 5.3.2 Profit 31 CHAPTER : IMPLEMENTATION CONTROLS 31 6.1 Perform: 31 6.2 Marketing organization: 32 6.3 Contingency plan: .32 APPENDIX 33 SWOT 33 CONCLUSION 35 REFERENCES 36 PLAGIARISM CHECK .38