Explain the various elements of the marketing process Andy’s team should follow for marketing ANOVA MILK JSC(LO 1.1) and also evaluate the benefits and costs (you may assume relevant quantitative figures) of your recommended marketing orientation for ANOVA. (LO 1.2) Prepare a report on possible targets and product positioning (at least 3 formula milk products) based on your findings for members of Andy’s team. TIP: Your report should include the macro and micro environmental factors (LO 2.1), buyer behaviour which influence marketing decisions (LO 2.4), propose segmentation in the differing markets (LO 2.2), targeting strategy (LO 2.3) and market positioning (LO 2.5)of ANOVA MILK products in Vietnam.
BANKING ACADEMY, HANOI BTEC HND BUSINESS (ACCOUNTING) ASSIGNMENT COVER SHEET NAME OF STUDENT REGISTRATION NO EXAM TITLE ASSIGNMENT NO NAME OF ASSESSOR SUBMISSION DEADLINE (Gina), (Julie) Class: S08 ANOVA MILK: Finding the right formula of Martin Ortega-Azurduy TO BE ADVISED We, hereby confirm that this assignment is our own work and not copied or plagiarised from any source We have referenced the sources from which information is obtained by us for this assignment _ Signature Date MKT A1 Sept 2014 -FOR OFFICIAL USE (Course Administrator) Exam Received By: Date: MKT A1 Sept 2014 Unit Outcomes Evidence for the Outcome Understand the concept criteria Feedback Explain the of the marketing andprocess of Evaluate the benefits and costs marketing of a marketing 1.2 orientation for a LO1 selected organisation Be able to Show macro and use the micro conceptsof environmental segmentation factors , whichinfluence targetingand marketing positioning decisions 2.1 Propose segmentation LO2 criteria to be used 2.2 for products in different markets Choose a 2.3 targeting strategy for a selected product / service MKT A1 Sept 2014 Verificatio decision 1.1 various elements Internal Assessor’s n First Re- attem wor pt k Evidence for the Outcome criteria Feedback buyer behaviour 2.4 activities in different buying situations Propose new positioning for a 2.5 selected product/service Pass Grade Awarded Referral MKT A1 Sept 2014 Verificatio decision Demonstrate how affects marketing Internal Assessor’s n First Re- attem wor pt k FEEDBACK Overall, you’ve: passed: all outcomes 1.1 / 1.2 / 2.1 / 2.2 / 2.3 / 2.4 / 2.5 referral: all outcomes 1.1 / 1.2 / 2.1 / 2.2 / 2.3 / 2.4 / 2.5 Areas for improvement: To achieve a pass, you need to meet all the requirements set inthe assessment criteria more relevant answer better knowledge more and better explanation more organization specific examples more analysis more critical thinking improve in your class attendance put in more effort in your studies do not plagiarize with same answer as another student in prepared notes MKT A1 Sept 2014 ASSESSOR SIGNATURE DATE / NAME: (Oral feedback was also provided) STUDENT SIGNATURE DATE NAME : FOR INTERNAL USE ONLY VERIFIED DATE YES NO : VERIFIED BY : NAME : MKT A1 Sept 2014 / / / 2014 In addition to the above PASS criteria, this assignment gives you the opportunity to submit evidence in order to achieve the following MERIT and DISTINCTION grades Grade Descriptor Indicative characteristic/s Contextualisation M1 Identify and An effective approach to To achieve M1, you would have shown apply strategies to study and research has been an effective approach to the find appropriate applied orientation, concept and philosophy in solutions marketing ANKA milk products in Vietnam (Task 1) M2 Select / design Relevant theories and To achieve M2, you would have shown and apply techniques have been the use of SWOT,STEEPLED, appropriate applied competitive forces and other theories methods / and techniquesincluding cost and techniques buyer behaviour that affects ANKA marketing (Task and 2) M3 Present and A range of methods of To achieve M3, you will have used communicate presentation have been used accurately a range of methods of appropriate and technical language has presentation (tables, graphs, flowcharts findings been accurately used etc), and technical language throughout your report highlighting your findings in the marketing of ANKA products in Vietnam (Task and 2) D1 Use critical Conclusions have been To achieve D1, you will have drawn reflection to arrived at through synthesis conclusions linking between evaluate own work of ideas and have been segmentation and a suitable targeting and justify valid justified strategy and positioning of milk/dairy conclusions products, clearly justifying the thoughtfulness and coherence of your MKT A1 Sept 2014 suggested strategies (Task 2) D2 Take Activities have been To achieve D2, you will have responsibility for managed demonstrated self-organizing and time managing and management skills in your draft and organising activities final report, keeping records of research activities, tasks division within the group and feedback received You must provide an XLS file showing this account (Task and 2) D3 Demonstrate Receptiveness to new ideas To achieve D3, you have shown convergent / is coherence among all parts, ensuring a lateral / creative Evident logical fluidity, and, providing well- thinking thought and original strategies (Task and 2) Task (LO 1: 1.1, 1.2 and M1, M2, M3, D2) Andy de Boer and his team have been hired to provide marketing advice for Anova Milk on the promising Vietnamese formula market As a member of Andy’s team you are in charge of providing a well-structured marketing brief for Andy You have been asked to prepare a 20 to 30 presentation slides (with accompanying notes) and a brief marketing audit to Andy and the rest of the team to understand the concept and process of marketing Explain the various elements of the marketing process Andy’s team should follow for marketing ANOVA MILK JSC(LO 1.1) and also evaluate the benefits and costs (you may assume relevant quantitative figures) of your recommended marketing orientation for ANOVA (LO 1.2) To achieve M1, you would have shown an effective approach to the orientation, concept and MKT A1 Sept 2014 philosophy in marketing ANOVA products in Vietnam To achieve M2, you would have shown the use of SWOT (see also STEEPLED, competitive forces for task 2) and other theories and techniques including cost and buyer behaviour that affects ANOVA marketing To achieve M3, a range of methods of presentation have been used and technical language has been accurately used by you in your findings in the marketing environment of ANOVA products in Vietnam (see also task 2) To achieve D2, you will have recorded how you have organized all your research activities and tasks for this section (see also task 2) You must submit your records on an XLS file to achieve D2 To achieve D3, there should be a clear linkage and logical flow between all parts(see also task 2) Task (LO 2: 2.1, 2.2, 2.3, 2.4, 2.5 and M2, M3, D1, D2) Prepare a report on possible targets and product positioning (at least formula milk products) based on your findings for members of Andy’s team TIP: Your report should include the macro and micro environmental factors (LO 2.1), buyer behaviour which influence marketing decisions (LO 2.4), propose segmentation in the differing markets (LO 2.2), targeting strategy (LO 2.3) and market positioning (LO 2.5)of ANOVA MILK products in Vietnam To achieve M2, you would have shown the use of (SWOT from task 1), STEEPLED, competitive forces and other theories and techniques including cost and buyer behaviour that affects ANOVA marketing To achieve M3, a range of methods of presentation have been used and technical language has been accurately used by you in your findings for marketing ANOVA MILK products in Vietnam To achieve D1, you will have drawn conclusions and justified the links between segmentation MKT A1 Sept 2014 and a suitable targeting strategy and positioning of MILK products To achieve D2, you will have recorded how you have organized all your research activities and tasks for this section (see also task 1) You must submit your records on an XLS file to achieve D2 To achieve D3, there should be a clear linkage and logical flow between all parts(see also task 1) Task checklist Summary of evidence required by student Corresponding Los Prepare 20 to 30 presentation slides (with accompanying notes) Task and a marketing brief related to the various elements of the marketing process and the benefits & costs of a chosen marketing LO 1.1, LO 1.2 orientation in ANOVA MILK Prepare a report on possible targets and product positioning (at Task least formula MILK products) based on your findings for ANOVA MILK MARKETING PRICIPLES MKT A1 Sept 2014 10 LO 2.1, 2.2, 2.3, 2.4, 2.5 Marketingmix Segment3 This segment is for children form 1-4 years old This is the time that children have consciousness They will know what they like or dislike This is the quite tough time for parents because they cannot force their children to drink the milk that they not want to In general, market usually does not realize the important for bringing up the children at this time If we choose chocolate flavour, it will be delicious and greasy that make children like On the other hands, the trend now is height development; parents will also pay attention to the products like this Of course, reasonable price is also another thing that decides the final payment ANOVA will have some difficulties in justifying between the good price and the high quality product 2.4 Demonstrate how buyer behavior affects marketing activities in different buying situations Individual buyer behavior Organization buyer behavior 2.5 Propose new positioning for a selected product/service High sugar content Low benefit required High benefit required MKT A1 Sept 2014 17 Segment Low Sugar content ANOVA needs to build a new position, develops and then achieves good position in the milk market According to the above the mapping, we can clearly set a new position for ANOVA ANKA milk products want to be known as high benefit-required with low sugar content This will help ANKA Milk attract more customers by helping children be healthier and gain weight with good price So this new position is suitable for ANOVA and in order to perform it, ANOVA will have to invest money on researching the high benefit-required but also incur great expenses in the very first step This will result to a long term benefits for ANOVA and close relationship with customers III CONCLUSION Market is a place where businesses’ activities can be participated in, besides that the businesses can implement their strategy to enhance their profits and gain more market share Market milk is always competitive and there are many competitors such as Vinamilk, IDP, Nestile, ect To develop and maintain position on the market, the research provides solutions and benefits of marketing in Vietnam market for ANKA By applying those strategies marketing, ANOVA can produce ANKA milk, develop it and meet customer needs and hopefully that will lead to profits for the company and the stakeholders MKT A1 Sept 2014 18 REFERENCES Anon, n.d Anova [Online], Available at: http://www.anova.com.vn/gioi-thieu/cong-tytnhh-thien-phu/ Anon, n.d, Netmba [Online], Available at: http://www.netmba.com/marketing/process/ Anon, 2014, Baomoi [Online], Available at: http://www.baomoi.com/Vinamilk-Tienquang-cao-nua-dau-nam-2014-da-lon-hon-ca-nam-2011/50/14475561.epi Anon, n.d, Anova [Online], Available at: http://www.anova.com.vn/gioi-thieu/congty-tnhh-thien-phu/ MKT A1 Sept 2014 19 Anon, 2014 , Vnexpress [Online], Available at: http://kinhdoanh.vnexpress.net/tintuc/vi-mo/toc-do-tang-truong-gdp-cua-viet-nam-cao-thu-2-the-gioi-3120199.html Anon, n.d, Weatheronline [Online], Available at: http://www.weatheronline.co.uk/reports/climate/Vietnam.htm Anon, n.d, Anova [Online], Available at: http://www.anova.com.vn/gioi-thieu/cachoat-dong-xa-hoi-va-trung-tam-tu-van-cham-soc-khach-hang/ Anon, n.d, Anova [Online], Available at:http://anovapharma.com/tin-ap/companynews/social-activities/ap-ket-hop-cung-hoi-tu-thien-tham-gia-chuong-trinh-bengoan-den-truong-tai-xuyen-moc-ba-ria-vung-tau.html Anon, 2014, Vnexpress, [Online], Available at: http://doisong.vnexpress.net/tintuc/gia-dinh/dan-so-viet-nam-co-gan-90-5-trieu-nguoi-3121884.html Nguyễn Văn Tứ, 2009, Master of Business Administration, Quản Trị Chiến Lược, MGT510, p.58 Anon, n.d, [Online], Available at: http://www.healthyeating.org/Milk-Dairy/DairyFacts/Sugar-in-Milk.aspx MKT A1 Sept 2014 20 MKT A1 Sept 2014 21 MKT A1 Sept 2014 22 MKT A1 Sept 2014 23 MKT A1 Sept 2014 24 MKT A1 Sept 2014 25 MKT A1 Sept 2014 26 MKT A1 Sept 2014 27 MKT A1 Sept 2014 28 MKT A1 Sept 2014 29 MKT A1 Sept 2014 30 MKT A1 Sept 2014 31 ... A1 Sept 2 014 23 MKT A1 Sept 2 014 24 MKT A1 Sept 2 014 25 MKT A1 Sept 2 014 26 MKT A1 Sept 2 014 27 MKT A1 Sept 2 014 28 MKT A1 Sept 2 014 29 MKT A1 Sept 2 014 30 MKT A1 Sept 2 014 31 ... Count: 14 55 words SUBBMIT DAY: 13 thApril 2 015 Table of Contents MKT A1 Sept 2 014 11 I Introduction 13 II Body 14 1. 1: Evaluate the various elements of the marketing. .. MGT 510 , p.58 Anon, n.d, [Online], Available at: http://www.healthyeating.org/Milk-Dairy/DairyFacts/Sugar-in-Milk.aspx MKT A1 Sept 2 014 20 MKT A1 Sept 2 014 21 MKT A1 Sept 2 014 22 MKT A1 Sept 2 014