A/ Assignment Recap

• Choose a brand
• Analyze its marketing performance
• Provide recommendations for the brand

• Marketing Context: Tet 2023 in Vietnam
• Duration of the marketing plan: 2 – 4 months
• Assignment Task: You are working for the chosen company as a marketing manager, and you are responsible for building a Marketing Plan for Tet 2023 in Vietnam. Your Marketing Plan MUST be tailored for the given Marketing Context and your chosen brand and product in Vietnam.

Here is the suggested structure:

1. Introduction
2. Marketing Environment and SWOT analysis
3. Customer-driven marketing strategy
4. Current marketing mix strategies
5. Marketing objectives and recommendation

B/ Key term definition

• SWOT Analysis: A method for assessing an organization or individual's internal Strengths and Weaknesses, as well as external Opportunities and Threats, to inform strategic planning.
• Micro-environment Factors: Elements within an organization's immediate environment that affect its performance and decision-making, including internal and close external factors.
• Macro-environment Factors: Broader societal forces that affect the micro-environment, encompassing economic, demographic, technological, political, legal, and socio-cultural influences.
• Marketing Mix (4Ps Model): A framework for managing a business' marketing strategies, focusing on Product, Price, Place, and Promotion to meet customer needs and organizational objectives.
• SMART Objective: Criteria for setting clear, actionable goals, specifying that objectives should be Specific, Measurable, Achievable, Relevant, and Time-bound.

C/ Detailed guideline

1. Introduction

Briefly introduce the company and the chosen product.

Tips for choosing the company and product:

• For company: (Criteria to choose are ranked from Highly Important to Least Important)
  • Information and data of that company are easy to find on the Internet (It may not need to be too famous, but not too small or start-up)
  • The company is of the industry that you are familiar with/interested in, which is easier to write more in-depth and insightful

• For product:
  • Choose a product, not a service
  • Not too “lowkey” product, data and information of the product is not difficult to find
  • The product should have a clear message to the target customers. For example, “CLEAR Men 3X Sức Mạnh đánh bay Gàu Ngứa” (The message should point out the customer pain point that they are going to address)

How to write your introduction

• The year of establishment, the CEO/founder of the brand
• The main product line

Example:  Xeo Xo is a Vietnamese fashion and accessories brand founded in 2014 by two co-founders, Han Minh Hang and Nguyen Thanh Huong.

• The main product line