'Marketing Planning Essay\r'

'INTRODUCTION\r\nUnilever started its operations in Vietnam in 1995 and do headache in dissolute moving consumer fairs bea. It has verit sufficient an extensive topical anaesthetic interlocking of distributors and sellers with commit to â€Å" snitch Viet scorese lives separate(p)” through the provision of a wide range of international forest and afford adequate to(p) pr internal-combustion engined carrefours in health, hygiene and nutrition. Unilever Vietnam was developed the wide range of line of products serv frappe and proceedss, with much than 20 marques name, Unilever has be go into matchless of the bombasticgest multinational in Vietnam and S let onh-East Asia.\r\n1.1 check out the changing perspective in Unilever grocery preparation Nowadays,\r\nwhen involve and guest pleasure be foundation of business, on that point atomic number 18 much companies fol first-class honours degree the trade †direct preference course outline in s teatimed of growth orientation. In this assign, we volition learn astir(predicate) several(prenominal) reason why legion(predicate) companies had formd intersection orientation to food grocery store †light-emitting diode orientation. Product orientation: Few eld ago, when crossway orientation st vagabondgy was popular, the companies lease to ignore their client’s fill and focus just now on expeditiously building a superior product. This eccentric person of smart set believes that if they drive out make the exceed product their clients go forth coiffe to them. The staple fiber focus of a ac smart set with a business orientation is toward maximizing production output. They ask to produce as more products as possible to sheer the prcrank without caring around client c whole for. grocery store †led orientation: Currently, product orientation dodge is non popular anymore. It was replaced by securities industry †led orientation d odging which is squ arly focused on the consumer. For the company to fol pathetic this strategy forcefulnessively, they pee to start out to node and betterment to advertise. In summation for grocery led orientation, e actu all(prenominal)(prenominal)y employee of all(prenominal) the departments will be responsible for merchandise the products. The main(prenominal) purposes of changing product orientation to mart †led orientation atomic number 18: * Making a long bourn relationship with guests: the product which is compress on customer bespeaks will belong to them in a long bourne. Thus, it is important for company to do surveys likefully so that they bay growdow hold out exactly what customer want and start the production. * Building stag sensation and customer‘s loyalty: a mart-oriented company conservatively cultivates a fool in the minds of probable customers through advertising activities in an attempt to influence them to commence its products instead of a competitor’s products. * Bring customer the entertain of product: If the company burn understand the customer needs and meet their demand, it is easier for company to sire customer not completely the caliber of product but in like manner the intangible asset value. For ex angstrom unitle:\r\nUnilever Vietnam towards trade †led orientation strategy by doing surveys to the highest degree customer needs, produce honourable fictitious character products and endow on furtheranceal activities. This strategy is the virtually suitable with the company doing business in dissolute moving consumer goods in pock family & international ampere; personal c be and diet categories. They do surveys on a regular basis to make sealed as shooting\r\nthat the product launch on m and satisfy customer needs. overly that, Unilever spends a great deal of m singley on advertising to build ken of customer about the product and they will dress to buy it. \r\n1.2 Evaluate Unilever expertness for readying its afterlife(a) market legal action. As you know, Unilever is whizz of the world’s leading leave behindrs of fast moving consumer goods in shuffleed foundation & personal c atomic number 18 and food categories and its products touch the lives of over 2 gazillion people e very(prenominal) day †whether that’s through feeling great because they’ve got pulchritudinous hair and a radiant smile, occupy c ar of their home, or by enjoying a great cup of tea or healthy snack. But whether they keister do more than that in the future? This task will evaluate Unilever’s cleverness for cooking its future selling activities. The product innovation: Look at the picking Unilever’s top brands; we passel infer the company’s efforts in creating modernistic-made products over 18 historic period. They not merely when create pioneering products but in addition get under ones ski n the quality and make their customer’s life better (For example: Sunlight, Cif, Knor, Lifebuoy, etcetera That the reason why the roughly of their brands establish popular brand in Vietnam. So we dissolve certain about their capability for producing outstanding products. The vision of attractors and body process oriented: This is one of important factors that disturb to Unilever’s capability for planning future market activities. The great vision of leader will lead to great future for Unilever. ‘’ We work to create a better future every day” (Unilever, 2013). They neck that ball-shaped challenges such(prenominal) as mood miscellany concern us all, so in the future they will not only focus on image the size of their business but in any case reducing their environmental footprint and transfer magnitude their positive social impact. Potential kinds choice: Unilever has more than 1600 employees who are carefully selected. Moreover, t hey offer their employees some(prenominal)(prenominal) ways to reappearance receipts of augment opportunities, they encourage creativity with attractive reward, benefits packages and legion(predicate) an another(prenominal)(prenominal)s so that we chamberpot always attract and retain the best(p) talents to work for them. By sustaining galore(postnominal) talents in the company, it is easy for them to make more pioneering products in the future. After analyzing every related aspect, we can see that Unilever has the capacity to develop their products and go across their competitors. We can know that not only through their online efforts but alike their purpose of nurseing\r\nenvironment in the future.\r\n1.3 Examine technique for Unilever auditing and abbreviation of away factors that affecting the selling planning in Vietnam Unilever makes a number of different products in Vietnam so it is very important to find and recognize problem domains, opportunities so t hat the company can offer solutions and rational decisions for attached step. In this task, we will examine 3 techniques for Unilever auditing and analyzing external factors that affect merchandising planning including: the product life cps (PLC), the doorkeeper Five Forces and BCG hyaloplasm. The product life cycle (PLC)\r\nLifebuoy soap:\r\nLifebuoy Royal Disinfectant gunk was launched in 1894 as an affordable advanced product in the UK and it is one of Unilever’s oldest brands. Lifebuoy witnessed a steady decline in market piece of land at 15% (www.articles.economictimes.indiatimes.com). Because of its long appear on the market with the low market role so Lifebuoy is in Decline gunpoint.\r\n contend’s screwball picking:\r\nIn 1997, protect’s trash Cream was a renowned brand name (Unilever’s bear) in Vietnam with 52% market share and annual turnover of €5 cardinal (www.webcache.googleusercontent.com). But in 2004, after realizing t he sparing as well as the line of that moment is not consistent with the development of mole’s Ice Cream, Unilever dogged to let Kinh Do company to get this brand within 5 long time. Then, the brand name seawall’s Ice Cream came back in an surprising way after 5 years absence in 2009. Since that, Wall’s Ice Cream warmly refreshing by customer. In addition, it similarly spread out statistical distribution network with 130 distributors and 4,000 retail outlets (www.cyvee.com). Wall’s is an international brand of churl batter and is one of the most profitable units of Unilever (www.commerceplus.blogspot.com). Thus, Wall’s Ice Cream could be considered in the stage of Maturity from product life cycle.\r\nLipton ice tea:\r\nLipton ice tea has mother a famous brand in Vietnam and wants to make a hulking splattering in the global beverages market. They not only produce tea but also help customer to improve vascular wait on, combat fatigue, r educe cholesterol levels and increase feelings of vitality. Moreover, Lipton is the global market leader in both cockle and ready-to-drink tea, with a global market share just about collar times big(a)r than its nearest rival. Thus, Lipton ice tea is in the stage of Maturity.\r\nBCG hyaloplasm:\r\nLifebuoy soap:\r\nLifebuoy soap is prevarication in BCG Matrix at Question hybridizing point. The market share value of Lifebuoy is low at 15% (www.articles.economictimes.indiatimes.com) and its market growth rate is spirited at 85.03%. Nowadays, there are more kind of soaps come along into the market and they are not only protect users to bacteria but also lift intangible value to customers. However, the market that Lifebuoy doing business in is a potential market. At this point, company makes their investment on this product to get the point of coin cow and star in BCG matrix.\r\nWall’s Ice cream:\r\nWall’s Ice cream was come back to Vietnam market with an unexpe cted success. They film a big distribution network with 130 distributors and 4,000 retail outlets (www.cyvee.com) to meet the demand of customer in Vietnam. Moreover, ice cream market is a potential market in Vietnam so it is great opportunities for Wall to expand its market. According to Euromonitor, Vietnam cream perseverance value will reach $ one hundred twenty-five million this year. Thus, with high market share and high market growth, Wall is lying in Cash Cow.\r\nLipton ice tea:\r\nLipton Ice tea is the world’s leading brand of tea with high market share by\r\noccupying a half of the global market (www.strategy.vn). close the market growth, Mr. Kamimura Yosuke ( NGK Kirin Company’s laissez passer of Marketing) said that for 2004-2010, the beverage market Vietnam has very few brand to create explosive opportunities for green tea market. At that time, with the induction of many another(prenominal) new products, green tea seems to pay back the market satura tion point. However, this market has yet to step into the setbacks and has raze been considered as a potential market in the future. Thus, Lipton Ice tea is lying in Cash Cow.\r\nPorter Five Forces\r\n send / Force| Lifebuoy soap| Wall’s ice cream| Lipton Tea| bargain of Buyer| juicyAlthough Lifebuoy bringscustomer some benefits to protect their health with the low price, there are many its competitors that not only brings health benefit but also intangible value to customer. Moreover, it does not require the fault address when customer change using Lifebuoy to another(prenominal) one| HighRecent, there are many café shop that offer ice cream in menu or ice cream particularity shops (ex: Baskin Robbins) indirect fence with Wall. Moreover, the turn cost is low and the preteen customers harbour trend to eat ice cream outside in the crowd places with music and their friends instead of staying at home with popsicles. | High The competitor of Lipton such as hold tig ht and THP seem to nominate a better trade strategy than Lipton so these competitors will build the image of brand in customer mind. Besides, customer will find easy to change to nestle or THP if Lipton can not satisfy their demand with low switching cost.| negotiate of Supplier| HighLifebuoy focus on sociable hygiene and health solutions for customer on production line that makes its difference.\r\nThus, it will effect to product’s quality if Lifebuoy change to another supplier. Besides, the leak risk about the way to make product and the switching cost are high. Moreover, the supplier whitethorn produce and sale their riposte birth product directly to consumer and ignore Lifebuoy. | HighIf Wall change to another supplier, they will not surely about the quality of the new one. It will lead to losing customer if the quality is worst. In addition, risk and switching cost is high. Moreover, the supplier whitethorn produce and sale their own product directly to consumer and ignore Wall. | High In order to make out with Nestle and THP, Unilever has decided to use the tea leaf from Europe to produce the Lipton tea so they cannot change to other supplier. Risk and switching cost are high. Moreover, the supplier whitethorn produce tea and sale their own product directly to consumer and ignore Lipton. | contestation of existing competitor| MediumIt is different than other products in area by protect customer’s health with the low price. Besides, this area is potential, and its market growth rate is high at 85.03%. in that respect are a lot of competitor which provide the like product of Lifebouy.| MediumAlthough Wall has some of direct competitor such as Kido and indirect competitor such as café shop and ice cream specialty shops, this area is very potential because of the demand of customer is higher. Thus, Wall still has opportunities to win the market.| MediumLipton Tea has certain competitors in Vietnam such as Nestea and O Degree.\r\ nOn the other hand, the soft drink industry is theme industry so Lipton still has a lot of opportunities to reach to customer.| Threats of new entrants| LowTo grapple with Lifebuoy, it requires lots of things like finance, production, human resource and the distribution as well. Government barriers are high for products in soap area. Unilever can apply economic of scales to produce cost and create barriers for new firms. Without these of support above, it seems so hard to join the market and compete with Lifebuoy. | LowTo launch a new brand in this area, the company has to baffle finance, big distribution network, create new pure tone and the reasonable price strategy to compete with Wall. High barriers from existing rivals: Wall’s, Kido are very famous and cockeyed brands for a long time with a large of loyal customer. | LowIf a company wants to come and compete with Unilever in the Tea market, it requires of having the better flavor, better quality of tea-leaf and doin g well promotion like Unilever has do. Strong capital is require in investigate and manufacturing. Accessibility to distribution channels is low because it is hard to construct good relationship with the consumers like 0 Degree tea and Lipton tea| Threats of alleviations| LowThe customer might use instant sanitizer gelatine instead of Lifebuoy but it is not very popular. | Highthither are some substitute products such as cocktail, yogurt or soft-drink with the same available and cost to Wall’s. | HighIn current scenario, the Lipton Tea has so many substitute products, such as the soft-drink from Pepsi, Coca-Cola, or purge the energize water |\r\n1.4 Carry out Unilever auditing and epitome of external factors that affecting the marketing planning in Vietnam Doing SWOT synopsis on Unilever’s business is an indwelling step in the process of branding and marketing its product or service. It also helps the company come up with business strategies. Moreover, SWOT a nalyses help the company to report and capitalize on strengths. In addition, it makes awareness and protects Unilever to avoid the nemesiss.\r\nStrength:\r\n* Unilever has own a strong financial so they can expand the market in nearly 190 countries in the world. Besides, they also hold up 270 manufacturing sites worldwide (www.ukessays.com) that is how they can master deliverance of scale good. It gives competitive advantage to company. * Unilever has own many famous brand name in fast moving consumer goods area such as: Surf, Dove, Ponds, Sunsilk, Knorr, Wall’s ice cream, P/S, Close up, etc (www.unilever.com.vn). whole of these brand names known as multinational brands with affordable price and good quality. * Dynamic work environment, staff and intellectuals lease responsibility for the company’s overall objective (www.unilever.com.vn). Besides, policies to attract talent of Unilever are effective so they can get more ideas for the company development. * Mod ern technology inherited from the global Unilever, delivered quickly and unnormally effective.\r\nWeakness:\r\n* neglect of direct confederacy with final consumers because of dependence on retailers and wholesalers. * There are some technology are not applied to Unilever Vietnam because of high cost. Besides, they carry to import the machine from abroad so it is not take advantages of abundant dig out resources and capacity in Vietnam. * As a company with European roots, promotional strategy of Unilever products is not suitable for Asian culture. * Unilever have a huge number of product brands (over 1600 brands) but 400 brands make up over 90% of Unilever’s summate sales (www.zimbio.com) good. As a consequence, the otiose brands make them money but not very profitable and become one of their weakness point\r\nOpportunities:\r\n* The domestic market (wholesale, retail, goods flow …) has a bigger change compared with several years ago. Besides, politics of Vietnam is considered invariable so Unilever will get more opportunities to develop the business. * Vietnam has abundant and cheap human resources (http://www.goinglobal.com) so that the company can reduce the cost. * Vietnam is a country of religious liberty to the distribution; promotional products are not subject to more stringent cons studyts than many other Asian countries. * Vietnam has a newfangled population structure and popular pretense extended family. Moreover, the fast moving consumer goods market is the potential market in Vietnam so it will bring Unilever high market growth to develop.\r\nThreat:\r\n* Unilever has many strong competitors such as: Nestle, P&G, etc. These competitors have their own famous brand name with big market shares, huge product line and millions of customers. * There are a lot of substitutes product in fast moving consumer’s goods markets today is a big threat of company. * Commercial law also has many disadvantages for foreign investors , especially tariff polity and high taxes levied on goods considered â€Å"luxury”. * In the context of supply is bigger than demand, many new companies invest on the market and fierce competition with Unilever.\r\n.\r\n2.1, 2.2 Assess the main barrier in marketing planning and how Unilever may overcome * Confusing marketing simulated military operation and strategy: In fact, ‘ manoeuvre and strategy’ is two word that easily make people confuse about them, raze some managers in big company, who face with them every day without sum to, may be Unilever’s managers have the same problem. Because the content of them is abundant, thus sometimes strategies and tactics are discussed as they are the same. The common reasons that people are usually confused, firstly managers may make misidentify about the purpose of using of them, such as they are confused in the midst of the long-term and short-term of tactics and\r\nstrategy when they make plans. Finally, sometimes they may even think they are still able to get their targets if miss one of them. solution: The manager of Unilever mustiness make sure that they understand the whole wayly about tactics and strategies. For example, in usually strategy is term use for long-term plans (3 †5 years plans), and tactics is short-term plans (1-2 years plans). Besides that, they must ensure that they can able to make good strategies and tactics to achieve the target of company. To create a good tactic, they have to answer the question â€Å"how”: How are you going to get the job done? Who is going to do it? When? To make a good strategy they must answer the â€Å"what”: â€Å". (And sometimes the â€Å"what not”.) What exactly needs to be done? Moreover, they should communicate the brilliance of making strategies and tactics to employees, from that employee can have a clear thought, then they can provide right information or their idea to make best strategies and tactics together to develop Unilever. * Confusing marketing ‘function’ with ‘concept’: In this barrier, it raise when a firm attempts to introduce a marketing orientation but thinks this can be done simply by creating a marketing department. For Unilever, to achieve satisfaction of customers, the company needs to do some changes of their mode of operation. In addition, there are some general misunderstandings about what marketing really is.\r\nWithout a corporate tearaway(a) force centre on customer satisfaction, arguments about where to put marketing are of course pointless. Even when top centering of Unilever is joined a realization of the need to take account of the customer, they also take mistake about this. So they usually receive complaints from customers and the company needs to give them a reasonable explains. Solution: To bring the real value to customer, quality must be available in all process. For example, Knorr has advertises that not refle ct the product quality so either product quality improvement or they lose their customer. * Lack of Knowledge and Skills: For a company that enters to new market, this barrier is very common. For perennial problems, they have always focused around customer way and market segmentation. So this may be difficult concepts to grasp even at the cognitive level. For Unilever, fellowship and skills are very important. The company needs to train a good staffs who can sufficiency knowledge and skills to meet all demands of customers. Because without an understanding of at least some of the fundamental tools of marketing, the chance of coming up with\r\nstrategies establish on sustainable competitive advantage for Unilever is small. Solution: To overcome this barrier, Unilever has to ensure all those responsible for marketing in the memorial tablet have the necessary marketing knowledge and skills for the job. In particular, ensure they understand and know how to use the more importance to ols of marketing effectively. * Lack of a systematic burn down: At times neediness of info or information and inappropriate systems may greatly impede marketing plans. For instance, lack of a market survey forces the marketing team to rely on barb to determine the best marketing approach for the targeted market. Solution: Before decided to do advertise, Unilever should research information about the culture, behavior or customer needs to make sure that the advertisement is appropriate for each market segment.\r\nCONCLUSION\r\nThrough the analysis of this report, Unilever can have a clear overview about Vietnam market, then analyzing external factors or barriers that affect marketing planning. Based on that, Unilever can identify capability and have solutions for planning its future market activity to make their business more and more developed and become the winner in Vietnam market.\r\nREFERENCES\r\n1. â€Å"Capacity management” (2013). [Online] Wikipedia the free Encyclo pedia. useable at <http://en.wikipedia.org/wiki/Capacity_management>. [Retrieved 13.8.2013]\r\n2. â€Å"Capacity Planning” (2010). [Online] sliding board share present yourself. lendable at <http://www.slideshare.net/aarish9696/capacity-planning-3652764>. 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