Marketing Principles Assignment 1: A REPORT ON MARKETING STRATEGIES OF GATORADE IN VIETNAM

The report aims to find the business environment of Vietnam that affects the development of Gatorade so that Gatorade can prepare and bring the efficient strategies and plans to introduce and sell the products of Gatorade such as G2, G Powder, 01 Prime… in order to satisfy Vietnam customers. Bài assginment 1 môn Nguyên lý Marketing (Marketing principles) BTEC

BANKING ACADEMY, HANOI BTEC HND IN BUSINESS (FINANCE) ASSIGNMENT COVER SHEET NAME OF STUDENT REGISTRATION NO UNIT TITLE ASSIGNMENT TITLE ASSIGNMENT NO NAME OF ASSESSOR SUBMISSION DEADLINE Trần Quyết Thắng - Joe ITP-F05 - 194 Marketing Principles Assignment 1 of Doti Chee 19th November 2012 I, hereby confirm that this assignment is my own work and not copied or plagiarized from any source I have referenced the sources from which information is obtained by me for this assignment Signature _ Date -FOR OFFICIAL USE (Course Administrator) Assignment Received By: Date: Unit Outcomes Outcome Evidence for the criteria Feedback Assessor’s decision First attempt Understand the concept and process of marketing LO1 Be able to use the concepts of segmentation, targeting and positioning LO2 Explain the various elements of the marketing process 1.1 Evaluate the benefits and costs of a marketing orientation for a selected organisation 1.2 Show macro and micro environmental factors which influence marketing decisions 2.1 Propose segmentation criteria to be used for products in different markets 2.2 Choose a targeting strategy for a selected product / service 2.3 Demonstrate how buyer behaviour affects marketing activities in different buying situations 2.4 Propose new positioning for a selected product/service 2.5 Merit grades awarded M1 M2 M3 Distinction grades awarded D1 D2 D3 Marketing Environment Assignment QCF Sept 2012 Internal Verification Rework Outcome Evidence for the criteria Feedback Assessor’s decision First attempt Internal Verification Rework Assignment ( ) Well-structured; Reference is done properly / is not done properly /should be done (if any) Overall, you’ve passed / referral………outcomes Areas for improvement:  To achieve a pass, you must meet all the requirements defined in the assessment criteria  To achieve a merit, you must identify and apply strategies to find appropriate solutions and appropriate methods/techniques as well as to present and communicate appropriate findings  To achieve a distinction, you must use critical reflection to evaluate own work and justify valid conclusions as well as to take responsibility for managing and organizing activities  ASSESSOR SIGNATURE DATE / 11 / 2012 NAME: (Oral feedback was also provided) STUDENT SIGNATURE DATE / / NAME : FOR INTERNAL USE ONLY VERIFIED YES NO DATE : VERIFIED BY : NAME : Marketing Environment Assignment QCF Sept 2012 A REPORT ON MARKETING STRATEGIES OF GATORADE IN VIETNAM Title Page Prepared for: Professor Doti Chee Marketing Principles BTEC HND in Business (Finance) Banking Academy, Hanoi Submitted on November 19, 2012 Prepared by: Trần Quyết Thắng - Joe Class: F05-B Registration No.: ITP- F05-194 Marketing Environment Assignment QCF Sept 2012 A REPORT ON MARKETING STRATEGIES OF GATORADE IN VIETNAM Executive summary The report aims to find the business environment of Vietnam that affects the development of Gatorade so that Gatorade can prepare and bring the efficient strategies and plans to introduce and sell the products of Gatorade such as G2, G Powder, 01 Prime… in order to satisfy Vietnam customers This report shows the factors which influence the marketing decisions of Gatorade in Vietnam market It includes several analyses about sources of PepsiCo, the competitors of Gatorade in Vietnam market, especially Vietnam customers to find out what they want and need in order to delight them Additionally, this report presents some Vietnam policies, economy, society and technologies which affect Gatorade directly Furthermore, the segments, targeting strategy and the new positioning of Gatorade also are introduced and evaluated It is clear that Vietnam market is a potential market, especially after Vietnam joined WTO in 2007 and opens the market for foreign companies like PepsiCo There are many attractive policies and chances for Gatorade to grow and dominate Vietnam market The following recommendations have been made:  Changing the flavors of Gatorade to suit to Vietnam customers’ taste  Making the product prices become lower  Expanding the distribution network to make products always available  Creating exciting advertisements and bringing the attractive promotions to Vietnam customers Marketing Environment Assignment QCF Sept 2012 Marketing Environment Assignment QCF Sept 2012 Introduction Background PepsiCo is the second biggest beverage company in the world and it has many wellknown brands One of them is Gatorade that is the famous sport drink brand Gatorade also is the official sports drink of the NBA and WNBA, Major League Baseball, Major League Soccer, more than 70 Division I colleges, and numerous other elite and professional organizations and teams (Brands, n.d.) Gatorade was born in the lab to help Gator players add the water, sugar, electrolyte… so that they can improve the health and have good result Now, Gatorade is available in more than 80 countries and has many series such as G Series 01 Prime, G Series 02 Perform, G Series 03 Cover… with various flavors like orange, berry, etc However, Gatorade is still a new brand in Vietnam market Aims The purpose of this report is to find out the factors which influence marketing decisions and bring the segment, targeting strategy and positioning strategy for Gatorade to be able to develop in Vietnam market Scope of this report This report finds out the advantages which Gatorade has to grow in Vietnam especially the big cities like Hanoi, Ho Chi Minh City, and Da Nang… Marketing Environment Assignment QCF Sept 2012 Outcome 1.1: Explain the various elements of the marketing process 1.1.1 The various elements of marketing process S it u a ti o n Situation a n a lys is analysis M a rke ti n g Marketing st te g y strategy M a rke ti n g m ix Marketing mix a nd d icis io n and dicision Im p le m e n ta ti o n Implementation & o n t ro l & C Control 1.1.2 Situation analysis Situation analysis is the first step of marketing process It is the way that company use to find out what they and what could make customers satisfied Besides, based on this analysis the companies would understand their abilities to operate The situation analysis focuses on the board trend, micro and macro environment 1.1.2.1 Company PepsiCo is the world’s second largest food and beverage business so it has many experiences and the knowledge to prepare the marketing projects and strategies to develop the new products in the new market like Gatorade in Vietnam Besides, PepsiCo has a significant scale It means that to conduct the marketing plans for Gatorade in Vietnam is not difficult PepsiCo penetrated Vietnam market early so PepsiCo can find out the flavors of Gatorade that satisfy Vietnam customers Additionally, PepsiCo has a huge distribution from south to north PepsiCo has the firm infrastructure with six plants across Vietnam This is an advantage for Gatorade to manufacture products, design the styles…which suit to Vietnam customers 1.1.2.2 Customers Marketing Environment Assignment QCF Sept 2012 Gatorade has to find out the hobbies, behavior, lifestyle, characters… of Vietnam customers to design its products with different styles, flavors and give the reasonable promotions and advertisements to them Vietnamese has medium income so Gatorade has to expand the distribution to make products available and decrease the product prices 1.1.2.3 Competitors There are some Vietnam brands that make energy drinks like Number of Tan Hiep Phat, Rong Do of URC but Vietnam market have not has specific products to help athletes rehydrate nutrition like Gatorade Gatorade focuses on advertising the functions to show people what Gatorade’s products could help customers 1.1.2.4 PEST analysis Political analysis: There are many policies which impact on Gatorade like industry policy, competition policy and welfare policy Economic analysis: The Vietnam economy status is high inflation It affects the Gatorade’s price Social analysis: Vietnamese life has changed and the standard of living is higher Technological analysis: PepsiCo has produced the beverages for a long time so they have high technology Additionally, the development of internet makes the contact to customers easily 1.1.2.5 SWOT analysis Strengths Having nice styles and various flavors Weaknesses Vietnam customers not know about that customers really want Opportunities Vietnam joined WTO in 2007 and have the appearance of Gatorade Threats Vietnam customers not distinguish more preference for foreign companies sport drinks and energy drinks running business There is no Vietnam brands produce sport drinks Table 1: The SWOT analysis 1.1.3 Marketing strategy 1.1.3.1 Marketing segmentation Marketing Environment Assignment QCF Sept 2012 Classify the market into different groups of customers to find out what they need and want in order to provide customers specific products and applying particular marketing mix The main aim of it is attracting more customers 1.1.3.2 Target market selection Gatorade has to choose the target marketing to focus on producing the various products or distributing them to customers effectively such as athletes, students, sport players… 1.1.4 Marketing mix decision 1.1.4.1 Product Core product: Sport drinks Actual product: flavors, styles and functions Augmented product: transferring products to retail stores 1.1.4.2 Price Fixed cost: building plants, purchasing equipment, salaries Variable cost: VND 37,000/a 335ml bottle Competitor price: VND – 15,000 Customers’ perception: VND 10 – 12,000 1.1.4.3 Place Distribute the products to retail stores, supermarkets… 1.1.4.4 Promotion Advertising: mass media, internet, newspapers Promotion: discount, give gifts or free equipment like shelve, fridges 1.1.5 Implementation & Control Gatorade conducts some programs to introduce products or finance for the sport tournaments Focusing on salespeople to find the demands of customers Marketing Environment Assignment QCF Sept 2012 10 its functions or give people trial Vietnam has young general population with high percentage of male from 15 to 30 This is an active group so Gatorade needs to focus on this group by advertising more for it, giving the suitable promotion, distributing products near schools, stadiums… Table 5: OT analysis Marketing Environment Assignment QCF Sept 2012 16 Appendices – Micro and macro environment Managers 95% of management positions are held by Vietnamese employees (PepsiCo, 2011) Vietnam managers can understand what Vietnam customers want and need wieldier than other types of managers As the result, Vietnam customers can be easy to satisfy with the styles, flavors … of Gatorade Employees From October to the end of December 31, 2012, minimum wage rises to VND 1.4-2 million (approximately $70-100) (anon, 2012) Although it increases, it is very small compare to other countries This is the reason explain why PepsiCo invests more to Vietnam to build strong infrastructures in Vietnam to manufacture If Gatorade can take advantage of this chance, it can improve the productivity and reduce the price Community In 2010, PepsiCo invested $250 million in Vietnam over the next three years to create jobs (PepsiCo, 2010) This helps Vietnam decrease the unemployment rate Gatorade has many kinds of flavors like lemon, orange, berry… It makes Gatorade become various and give customers a lot of choices PepsiCo appeared in Vietnam early in 1994 so they built the distribution network across Vietnam so Gatorade can use this distribution to delivery its products to customers and make it is always available in Vietnam market PepsiCo has plants in Vietnam with high capacity and Gatorade can apply this to produce products in Vietnam It is easier for Gatorade to have more kinds and transfer to the retail stores Besides, Gatorade cut down the product prices because of import tax Gatorade has been in Vietnam market but it is still a new name Vietnamese customers seem not to realize the existence of Gatorade It means that the chances for Vietnam customers purchase Gatorade is very low To solute this problem, Gatorade has to expand the distribution networks for its products lager and make customers have the information about Gatorade Gatorade has a high price than other energy companies One bottle/ 335ml has the price is VND 37,000 (nearly $2) while others fluctuates from VND 8-10,000 (approximately $0.5) It is nearly one-fourth Additionally, the average income per person is not high; it is only about 3.2 million ($150) so it is very difficult for them to purchase a high price product like Gatorade Gatorade needs to find the ways to cut down the price and promote more to attract the customers Marketing Environment Assignment QCF Sept 2012 17 In the last five years, Vietnam has the highest ratios of tax revenue to GDP in the region and in comparison with other emerging Asian countries at 20% while in China they are 17.3%, 15.5% Thailand and Malaysia, Indonesia 12.1% and India just 7.8% In 2010 and 2011, Vietnam’s tax rate continued to rise from 22.6% to 24.4% (Bich Diep, 2012) The tax increase means that a part of money that employees earned has to pay tax The money used to consume will decrease so people will not buy high price products like Gatorade Thus, Gatorade needs to give more strategies to satisfy and encourage customers expenditure on consume products 10 Vietnam uses the tightened fiscal and monetary so there are many troubles happening These policies have huge impact on interest rate make it higher It means that it is very difficult for Gatorade to develop To make it become easier, Gatorade has to prepare reasonable strategies to attract customers 11 The unemployment rate intends to increase significantly and centre in the urban areas The unemployment rate was 4.1% in 2009 and increased to 5.2% in 2010 Furthermore, this rate in urban areas was 7.8%; nearly two-times in rural areas (4.3%) (Dang & Pham, 2012) The distribution focuses on the big cities but there are many people who are unemployment so they not have much money to use Gatorade needs to reduce the price and make it suitable to customers 12 Vietnam’s inflation slowed to 17.27% for a fifth month in January, giving Central Bank more room to cut interest rates Central bank cut its repurchase rate to 14 percent from 15 percent in July last year after a series of increases to tackle inflation Additionally, Consumer-price growth in 2012 may be less than 12 percent at worst and 8.5 percent to percent in a “good” scenario (Bloomberg News, 2012) It is a good view for Gatorade to attract customers and sell more products Marketing Environment Assignment QCF Sept 2012 18 Outcome 2.2: Propose segmentation criteria to be used for products in different markets 2.2.1 The definition of segmentation The process of defining and subdividing a large homogenous market into clearly identifiable segments having Its objective is similar needs, wants, to design a marketing or demand characteristics mix that precisely matches the expectations of customers in the targeted segment (BusinessDictionary.com, n.d.) 2.2.2 The marketing segmentation for Gatorade in Vietnam market Marketing segmentations play an important role in the marketing strategies Gatorade needs to divide the demands of various types of customers into segments and Gatorade chooses a segment that it has the most strengths The segmentation is based on geographic, demographic, psychographic and behavioral and two types which are benefit and usage 2.2.3 The customer market Recently, Gatorade is a strange brand in Vietnam To develop it, Gatorade needs to segment the market to take more effort, resources, and campaigns in order to have better matching of customers need, enhance profits, retain more customers, etc Gatorade is a new brand in Vietnam so the cost of it is very high – VND 37,000/a 335ml bottle (nearly $1.5) To supply the Gatorade’s products to Vietnam customers effectively, Gatorade could focus on high income group people at the age 23-35 in the big cities like Hanoi, Da Nang, Ho Chi Minh City According to World Bank, Vietnam transformed from one of the poorest countries in the world to a lower middle income country within a quarter of a century with per capita income of $1,130 (approximately 24 million VND) by the end of 2010 However it was separated to over 80 million Vietnamese so people who had more than $1,130 are also distributed in the big cities Besides, with higher income, people really care about health and they would more exercise, have more outdoor activities to become stronger so they tend to purchase the healthier products like Gatorade This group are people who use internet frequently so it is easy for Gatorade to make the online advertisement and online services to receive orders or give customers information The size of this segment is not too small or too large for Gatorade develops products and sport drinks are new things in Vietnam market Therefore, Gatorade could have Marketing Environment Assignment QCF Sept 2012 19 marketing campaigns to introduce and make customers with high income purchase its high quality merchandises with high price Furthermore, this segment has distinct characteristics like employees, sport players, etc these makes Gatorade become easier to prepare the marketing campaigns to introduce products There are many advantages from focusing this segment This group is people who have high knowledge so they can understand the different quality between Gatorade and other Vietnam brand drinks so they can purchase it Moreover, they seem not to think too much about Gatorade’s price, they only concern on the functions of its Gatorade provides customers with bottles or cans to make them easy to use because they are very busy working Besides, the distribution channels like retail stores could set near the gyms, sport centres so Gatorade is always available for customers Additionally, Gatorade can give the customers preference cards with various levels which suit to the high income people 2.2.4 The organizational market Besides supplying products to individual customers, Gatorade also provides them to organizations Therefore, to make marketing become efficient, Gatorade needs segment the organizational market The specific characteristic of Gatorade is the sport drinks so it should focus on geographic segmentation It means Gatorade could take more effort about the chains of retail stores near sport centres such as stadiums, gyms… There are many small or large sport centres and numerous stadiums in Vietnam and attaching to these is retail stores which selling drinks to help people quench and compensate for losing water, sugar or salt After doing activities, Gatorade gives customers more options with the different functions Thus customers would choose Gatorade’s products to use Furthermore, Gatorade can prepare posters with active images of famous Vietnam sport players to introduce various products in stores and sport centres People can easily be attracted and remember this brand As a result, they can try it at retail stores immediately to find out its flavour and its influence This is a potential segment for Gatorade in the organizational market because the main function of Gatorade’s products is to improve the healthier for sport players to help them have a high performance To make products become more popular, Gatorade could give the discount for retail stores or provide them some free coolingequipment Marketing Environment Assignment QCF Sept 2012 20 Outcome 2.3: Choose a targeting strategy for a selected product / service 2.3.1 The definition of targeting strategy The targeting strategy is evaluation and selection of appropriate segments and development of appropriate offers (Sensacom, n.d.) There are three types of targeting strategy They are:  Undifferent marketing  Concentrate marketing  Different marketing 2.3.2 The targeting strategy for Gatorade Before engaging in marketing campaigns and promotions Gatorade need to decide who they would like to supply its products This involves analysing and segmenting Vietnam market into different parts After that, Gatorade can adopt the strategies to target customers and with Gatorade could use concentrated marketing for both customer market and organizational market It means that Gatorade focuses on one segment of market and develops a product that satisfies for the needs of individuals or groups To using strategies efficiently, Gatorade need to consider some factors about company, competitors… carefully Gatorade is the new sport drink in Vietnam and it now is in the introduction stage so Gatorade focuses on a segment of customer-high income group and organization- the retail stores near gyms, sport centres…to make Gatorade become the well-known brand Besides, Gatorade has specific functions to help athletes or people who are active This is an important factor which Gatorade can take advantage of it to supply the demands of customers PepsiCo has plants in Vietnam with high capacity This is a good condition for Gatorade to produce products which are suitable to high income customer segment and supply and support the retail stores Gatorade has more than 50 flavors around the world and each flavour suits to the taste of specific area It seems to be not difficult for Gatorade to make new flavors for Vietnam customers like combining with tea Besides, Gatorade has specific products with particular function to improve the health Gatorade is in the first stage of product’s life cycle so it does not really care about the profit because in this stage, Gatorade has to invest more for advertising and promotion to attract customers Marketing Environment Assignment QCF Sept 2012 21 In Vietnam, there are only some energy brands but they not focus on the drinks for sport players like Gatorade so this is a potential market Moreover, the direct competitor of Gatorade is PowerAde of Coca-Cola has not arrived in Vietnam However, it could be difficult for Gatorade to find the reasonable suppliers Marketing Environment Assignment QCF Sept 2012 22 Outcome 2.4: Demonstrate how buyer behaviour affects marketing activities in different buying situations 2.4.1 The different between organizational and consumer buying behaviour The basic different thing between organizational and consumer buying behaviour is the decision making unit It means that in consumer market the decisions are made individually based on the hobbies, lifestyle,… while in the organization the decisions are made by the numerous people from various functional areas 2.4.2 The consumer market In the low involvement purchase, customers not have more recognition about Gatorade; they only purchase it like other drinks This is the main reason why customers also not need find out the information about the functions, taste or style before buying Therefore, Gatorade could introduce products though different ways to make customers purchase its products regularly In the high involve purchase, customers realize that Gatorade is a famous brand in the world and are the official sport drinks of NBA and WNBA so they buy it to try Before that, customers would find out about the styles, tastes, the prices of Gatorade in the Vietnam market through mass media When having the basic information about Gatorade, customers could compare it to the other energy drinks to find the difference between various products However, customers’ decisions could be changed if they see the Gatorade price is much higher than other drinks Finally, if customers feel delighted, they will purchase Gatorade frequently It means that Gatorade could hold customers’ service In limited problem solving, customers have several experiences about Gatorade so they not need to many things before purchasing Gatorade could give more promotion to attract customers All of customer buying behaviour can be affected by culture, social, personal and psychological 2.4.3 Organizational market In low involvement purchase, some retailers want to distribute Gatorade so this is a challenge to them because Gatorade is a new brand and not have several Vietnam customers Retailers need to evaluate the cost of Gatorade with other drinks carefully To help these retailers, Gatorade would provide them free fridges and selves to exhibit products Marketing Environment Assignment QCF Sept 2012 23 In high involvement purchase, the organizations especially the retail stores, they need to find out problems which can happen when distributing Gatorade After that, the organizations could search information about Gatorade’s products to have an effective way to solve these problems An important stage is evaluation the advantages and disadvantages when supplying Gatorade or other brands If organizations realize the benefit to gain profit they will chose Gatorade In limited problem solving, the organizations know exactly what they have to deal so they not need to research too much It means that Gatorade could some discount to encourage them There are many influences from environmental, organizational, interpersonal and individual to organizational market To sum up, buying behaviour has a huge impact on marketing decisions However there are many internal and external affect both customer buying behaviour and organizational buying behaviour Marketing Environment Assignment QCF Sept 2012 24 Appendices - The buyer behaviour The customer market The customers’ buying behaviour is affected by different factors For example, people have high income; they will know the benefit of Gatorade and purchase it Vietnamese people like using sweet taste so they not tend to purchase if the products are not sweet Additionally, in a family if the parents not like doing exercise, their children could like them and they not need Gatorade to improve the health when acting Moreover, people have high statuses in the society seem not to use the low price products Personal factors also have huge influence to buyer behaviour For instance, an office employee not act to much so they need the products to recover the loss of sugar, salt… in the body oppose to teenager, they really like drink the energy drinks The organizational market The same as customer’s buying behaviour; the organization also is influence by various factors such as business environment, organization, interpersonal, individual For example, if Vietnam government bans using any additives that Gatorade has, it will be meet difficulty to change ingredient, flavour of products Besides, if Gatorade does not have right vision, mission or objective they can provide the efficient strategies to develop products Marketing Environment Assignment QCF Sept 2012 25 Outcome 2.5: Propose new positioning for a selected product/service 2.5.1 The definition of positioning Positioning is the act of designing your company's offer and image so it occupies a distinct and valued place in the targeted customer's mind (Comanford, 2008) 2.5.2 The new positioning strategy for Gatorade in Vietnam market Gatorade needs to change to be able to have the low price in Vietnam market but still ensure the quality of it This will be more suitable to Vietnam customers PepsiCo has many experiences to develop the products in Vietnam so they can bring reasonable strategies for Gatorade such as changing flavors, focusing on stores near sport centres… 2.5.3 The perceptual map for Gatorade High value  Gatorade  Red bull  Number High price Low price  Red Dragon Low value Chart 1: The perceptual map There are no company which invests for sections: high value – high price and high price – low value Vietnam is the developing country so the average income is medium That is why Vietnam customers cannot afford the high price products especially when these are low value goods Gatorade needs many strategies to attract Vietnam customers by low price, more distribution channels, more promotion and high quality products 2.5.4 The strategies for this position Product: Gatorade introduces the products which suit to Vietnam customers taste, hobbies… They would purchase it frequently Price: Focusing on price to make it low and attract customers Marketing Environment Assignment QCF Sept 2012 26 Place: Delivery products to customers directly to satisfy them Promotion: Encourage customers buying more 2.5.5 The criteria that Gatorade meets  Important: Gatorade is a high value – high price product so to develop in Vietnam market, it needs new position Gatorade has to make the price lower because Vietnam has low income  Distinctive: Gatorade focuses on specific sport drinks so it has more value than others  Superior: This position is the most suitable for Vietnam market due to the status of Vietnam; the average income is not high  Affordable: By ensuring the value of products and making price lower, Gatorade can attract customers purchase it  Profitable: This is the period that Gatorade wants to introduce product so to ensure the value of products and having low price, it is difficult for Gatorade to have more profit Marketing Environment Assignment QCF Sept 2012 27 Conclusion The marketing play an important role in developing any products Thus, Gatorade wants to have a strong image in the customers’ mind, it needs to conduct analyses about Vietnam market, customers,…based on the result of these analyses, Gatorade could know about its strengths, weakness, opportunities and threats in Vietnam After that, Gatorade could plan the suitable and effective strategies to be able to run business efficiently in Vietnam market Finally, Gatorade have to apply particular marketing mix for specific segments and target to provide the right products, the reasonable price, have large distribution network to delivery products to customers and give attractive advertisements, promotion to Vietnam customers Marketing Environment Assignment QCF Sept 2012 28 Reference (n.d.) Retrieved from PepsiCo: http://www.pepsico.com/ Bloomberg News (2012, January 4) Vietnam to Implement ‘Tight’ Fiscal, Monetary Policy in 2012 Retrieved October 25, 2012, from Bloomberg: http://www.bloomberg.com/news/2012-01-04/vietnam-to-implement-tight-fiscalmonetary-policy-in-2012-1-.html (2004) Chapter4: The marketing environment In Hnd Core 6: Business decision marketingStudy text (p 83) British: BPP Professor Education An Optimistic Consensus on Vietnam’s Economy (2012, October 13) Retrieved October 25, 2012, from Vietnam Economics: http://vietnomics.wordpress.com/2012/10/13/anoptimistic-consensus-on-vietnams-economy/ Inflation rate decreases, but worries have not been eased (2012, June 27) Retrieved October 25, 2012, from Vietnam.net: http://english.vietnamnet.vn/en/business/24106/inflationrate-decreases-but-worries-have-not-been-eased.html Minimum wage rises to VND1.4-2 mil (2012, November 15) Retrieved November 2012, from SaigonTimes: http://english.thesaigontimes.vn/Home/society/nation/18864/ Bang, D C (2012, July 02) Bo Lao Dong-Thuong Binh Va Xa Hoi(Ministry of LabourInvalids and Social Affaris) Retrieved October 31, 2012, from Mot so van de ve lao dong va viec lam cua nien hien nay: http://www.molisa.gov.vn/news/detail/tabid/75/newsid/55125/seo/Mot-so-van-de-velao-dong-va-viec-lam-cua-thanh-nien-hien-nay/language/vi-VN/Default.aspx Bloomberg (2012, May 25) Vietnam cuts interest rates a third time to bolster economy Retrieved October 31, 2012, from thanhniennews.com: http://www.thanhniennews.com/index/pages/20120525-vietnam-cuts-interest-rates-athird-time-to-bolster-economy.aspx BusinessDictionary.com (n.d.) Marketing Segmentation Retrieved November 15, 2012, from BusinessDictionary.com: http://www.businessdictionary.com/definition/marketsegmentation.html FeedBurner (2010, November 05) Analysis of Gatorade promotional strategy Retrieved October 13, 2012, from http://feeds.feedburner.com/AnalysisOfGatoradePromotionalStrategy Sensacom (n.d.) Glossary Retrieved November 15, 2012, from Sensacom: http://sensacom.com/web_glossary.html#glossary_T The World Bank (n.d.) Vietnam Overview Retrieved November 03, 2012, from The World Bank: http://www.worldbank.org/en/country/vietnam/overview VIETNAM INVESTMENT REVIEW (2012, March 15) PepsiCo inaugurates sixth beverage plant in Dong Nai Province Retrieved October 24, 2012, from VIETNAM INVESTMENT REVIEW: http://www.vir.com.vn/news/top-news/pepsicoinaugurates-sixth-beverage-plant-in-dong-nai-province.html Marketing Environment Assignment QCF Sept 2012 29 Appendices   Micro and macro environment The buyer behavior Marketing Environment Assignment QCF Sept 2012 30 ... 2012 A REPORT ON MARKETING STRATEGIES OF GATORADE IN VIETNAM Executive summary The report aims to find the business environment of Vietnam that affects the development of Gatorade so that Gatorade. .. segments, targeting strategy and the new positioning of Gatorade also are introduced and evaluated It is clear that Vietnam market is a potential market, especially after Vietnam joined WTO in 2007 and... Gatorade in Vietnam market Marketing segmentations play an important role in the marketing strategies Gatorade needs to divide the demands of various types of customers into segments and Gatorade