Dr.Thanh

Only available on StudyMode
  • Download(s) : 465
  • Published : March 1, 2012
Open Document
Text Preview
PREFACE
Marketing is perhaps the most important activity in a business because it has a direct effect on profitability and sales. Larger businesses will dedicate specific staff and departments for the purpose of marketing. It is important to realize that marketing cannot be carried out in isolation from the rest of the business for the reason that Marketing connects the business with its target market and then becomes the major link between the business and its customers. As the market changes and becomes more competitive, the business needs to know and understand its target market so that it can provide better service to its customers. Successful marketing will identify customer needs, and then, plan price, promote and distribute the products and services that will satisfy these needs. In a famous book- Principles of marketing, Phillip Kotller said: "Marketing is all around us." Yes, the more goods are produced, market are developed, the more competitive, the more important marketing are. In this world "we are all customer." How does marketing play an important role in the survival and success of a product? How does a company use marketing tools effectively? Anybody who takes first steps into marketing is keen to learn, keen to get his goal. To explore and clarify these issues, our group decided to choose Dr. Thanh herbal tea of Tan Hiep Phat for analyzing. Tan Hiep Phat is a leading beverage company in Vietnam with famous products. How did they apply proper marketing stools and create successful future? How do they adjust their marketing strategy when market changes? CONTENT

Contents
I.INTRODUCTION1
Tan Hiep Phat Group1
Dr.Thanh Herbal Tea (Dr.Thanh)2
II.MACROENVIRONMENT4
1.Economic environment4
a.In the world:4
b.In Viet Nam:5
2.Political and legal environment5
a.Political environment:5
b.Legal environment:5
3.Globalization7
a.Opportunities:7
b.Challenges:8
4.The social cultural environment9
a.Tastes, trends:9
b.Lifestyle:9
c.Population9
5.Natural environment:10
a.Geographical location:10
b.Climate:10
6.Technological environment:11
a.Production technology:11
b.Information-Communication technology:11
III.THE MICROENVIRONMENT12
1.Company12
2.Consumers13
3.Competitors15
4.Distributors17
5.Supplier:18
6.Public relation:18
STRENGTHS19
WEAKNESSES19
OPPORTUNITIES19
THREATS19
IV.TARGET MARKET & 4Ps20
1.Target Market of THP group20
2.Target market of Dr.Thanh Herbal Tea20
3.Brand positioning (4Ps)21
a.Product21
b.Price23
c.Place23
d.Promotion24
V.SOME COMMENTS AND SUGGESTED SOLUTIONS27
1.Some comments27
2.Suggested solutions:28

I. INTRODUCTION
Tan Hiep Phat Group
Established in 1994 by entrepreneur Tran Quy Thanh, Tan Hiep Phat (THP) Group has many years of history in the beverages industry. Its headquarter and factory are located at 219 Highway 13th, Vinh Phu Ward, Thuan An District, Binh Duong Province near Ho Chi Minh City. It is very convenient for transportation on land and sea. In refer to carbonated soft drinks, everyone knows two “giants”: Pepsi and Coca-Cola. But at the present time, the Vietnamese have no longer sticked to those, but have gradually chosen Vietnamese products like Zero Degree Green tea and Dr.Thanh Herbal tea - some famous brands from THP Group. THP Group has achieved its success due to four main factors: differentials, ensuring product quality, wide distribution systems and effective marketing strategies. Since 30 June 2010, Tan Hiep Phat's products were voted and selected to be VIETNAM VALUE (Top products which are specific and symbolized for Vietnam country). Far of this, THP Group is striving to become the leading corporation in Asian food and beverage industry. It evoked potential needs which have not exploited instead of producing products which is available in the market. This is very promising with more than 3000...
tracking img