Dr.Thanh
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. INTRODUCTION 1 Tan Hiep Phat Group 1 Dr.Thanh Herbal Tea (Dr.Thanh) 2
II. MACROENVIRONMENT 4 1. Economic environment 4
a. In the world: 4
b. In Viet Nam: 5 2. Political and legal environment 5
a. Political environment: 5
b. Legal environment: 5 3. Globalization 7
a. Opportunities: 7
b. Challenges: 8 4. The social cultural environment 9
a.
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. INTRODUCTION 1 Tan Hiep Phat Group 1 Dr.Thanh Herbal Tea (Dr.Thanh) 2
II. MACROENVIRONMENT 4 1. Economic environment 4
a. In the world: 4
b. In Viet Nam: 5 2. Political and legal environment 5
a. Political environment: 5
b. Legal environment: 5 3. Globalization 7
a. Opportunities: 7
b. Challenges: 8 4. The social cultural environment 9
a.