A1 MP Nguyen Thu Trang 101310
Table of Contents
INTRODUCTION 2
CONTENTS 3
Task 1: Compile marketing audits 3
1. Appraise the processes and technique used for auditing the marketing environment 3
2. Apply organizational and environmental auditing techniques in Kinh Do 4
Task 2: The potential barriers to Kinh Do’s marketing planning and some solution to overcome these barriers 8
1. Identify the main barriers to marketing planning in the company 8
2. Suggest some solutions for Kinh Do to overcome these barriers to marketing planning: 9
CONCLUSION 10
APPENDIX 11
REFERENCES 13
INTRODUCTION
Kinh Do was established in 1993 and has gone through 17 years of formation and development. Up to now, Kinh Do has become a system of corporations in the fields of foodstuff including: cake, candy, beverage, ice-cream, and products from milk. At the moment, Kinh Do is one leading foodstuff group in Vietnam. To maintain and consolidate the current position, Kinh Do should have a good marketing plan. Being hired as a marketing consultant, I will conduct an audit of the marketing program in Kinh Do. This report will help Kinh Do appraise the processes and technique used for auditing the marketing environment and how Kinh Do can apply these in their situation. Moreover, the main barriers to the marketing planning and how Kinh Do can overcome them are also mentioned in this report.
CONTENTS
Task 1: Compile marketing audits
1. Appraise the processes and technique used for auditing the marketing environment
The marketing audit is an examination of a company’s marketing environment and activities. It is a part of marketing planning process. Carrying out the marketing audit provides the opportunity to review and appraise the whole marketing activity of the business, enabling the manager to assess past and present performance as well as to provide the basis for evaluating possible future courses of action. Because the business environment is continuously changing, the marketing audit should be used as a
INTRODUCTION 2
CONTENTS 3
Task 1: Compile marketing audits 3
1. Appraise the processes and technique used for auditing the marketing environment 3
2. Apply organizational and environmental auditing techniques in Kinh Do 4
Task 2: The potential barriers to Kinh Do’s marketing planning and some solution to overcome these barriers 8
1. Identify the main barriers to marketing planning in the company 8
2. Suggest some solutions for Kinh Do to overcome these barriers to marketing planning: 9
CONCLUSION 10
APPENDIX 11
REFERENCES 13
INTRODUCTION
Kinh Do was established in 1993 and has gone through 17 years of formation and development. Up to now, Kinh Do has become a system of corporations in the fields of foodstuff including: cake, candy, beverage, ice-cream, and products from milk. At the moment, Kinh Do is one leading foodstuff group in Vietnam. To maintain and consolidate the current position, Kinh Do should have a good marketing plan. Being hired as a marketing consultant, I will conduct an audit of the marketing program in Kinh Do. This report will help Kinh Do appraise the processes and technique used for auditing the marketing environment and how Kinh Do can apply these in their situation. Moreover, the main barriers to the marketing planning and how Kinh Do can overcome them are also mentioned in this report.
CONTENTS
Task 1: Compile marketing audits
1. Appraise the processes and technique used for auditing the marketing environment
The marketing audit is an examination of a company’s marketing environment and activities. It is a part of marketing planning process. Carrying out the marketing audit provides the opportunity to review and appraise the whole marketing activity of the business, enabling the manager to assess past and present performance as well as to provide the basis for evaluating possible future courses of action. Because the business environment is continuously changing, the marketing audit should be used as a
References: (2004). Part B: Marketing Planning. In T. B. authors, Mandatory Unit 19 Marketing Planning Supporting Foundation Degrees Course Book. London: BBP Professional Education. Kinh Do’s homepage, http://www.kinhdofood.vn/Default.html Marketing audit, from http://www.cim.co.uk/marketingplanningtool/tech/tech5.asp Porter’s Five Forces, from http://tutor2u.net/business/strategy/porter_five_forces.htm Value chain, from http://www.quickmba.com/strategy/value-chain/ Kinh Do – Nha quan ly nhan hieu noi dia co tam co quoc te, from http://www.lantabrand.com/cat3news109.html