Pom Omo Unilever

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HANOI UNIVERSITYFACULTY OF MANAGEMENT AND TOURISMPRINCIPLE OF MARKETING REPORTOMO – UNILEVER VIETNAMTutor: Phạm Thị PhượngStudents: Khương Dư KimTrần Thị Hồng NgaĐỗ Quỳnh TrangHoàng Thanh LoanTutorial: Tut 5 – Second MajorHanoi, May 2012|

PRINCIPLE OF MARKETING REPORT

Subject: Principles of Marketing
Tutorial: 5 – Second Major
Tutor: Phạm Thị Phượng
Group members:
1. Khương Dư Kim- ID 0907010110
2. Trần Thị Hồng Nga- ID 0907010161
3. Hoàng Thanh Loan - ID 0807010102
4. Đỗ Quỳnh Trang- ID 0907010232
Date of submission: May 4th, 2012

TABLE OF CONTENTS
Executive summary4
I. Introduction5
II. Situation analysis5
1. Company analysis5
1.1 Mission statement5
1.2 Company objective6
2. Environmental analysis7
2.1 Economic factor7
2.2 Demographic factor7
2.3 Cultural factor7
2.4 Technological factor8
2.5 Political factor8
2.6 Natural factor8
3.Competitive analysis8
4.Customer analysis12
4.1 Geographic segmentation12
4.2 Demographic segmentation12
4.3 Behavioral segmentation12
4.4 Psychographic segmentation12
5. Brand analysis13
5.1 Brand’s current performance 13
5.2 The current marketing strategy using framework 4 Ps13
6.SWOT analysis16
6.1 Strengths16
6.2 Weaknesses18
6.3 Opportunities19
6.4 Threats19
III. Conclusion20

REFERENCES21

Executive summary
In recent years, the surprising growth of economy along with the involvement of Vietnam into WTO has brought many opportunities for the purchase, sale and exchange of goods and services. Therefore, the company’s success mostly depends on how it carries out the business to utilize these advantages effectively. OMO is a highly aware washing powder product of Unilever Vietnam Joint Venture Company (formerly Lever Vietnam) - a joint venture specializing in Home and Personal Care brands. Since the commencement of Unilever’s operation in Vietnam in 1995, Unilever Vietnam has successfully grown to become a leading fast-moving consumer goods company in the local market

This report presents the industry and competition analysis of the OMO product and shows the strong and weak features of the Unilever Vietnam to find out the suitable way coping with the current situation by suggesting some recommendations.

In the main analysis, first, this report indicates the overview about the company operations. Next, it describes the macro environment trend that affects the market and the company’s competitors. Then, the customer segments and brand are analyzed, followed by the SWOT analysis. Finally, some recommendations are given for the company.

OMO has become one of the detergent-leading brands in Vietnam market, but the competition will never stop there. Therefore, this research is essential to maintain the position of the OMO market as well as to help Government design better policies that aim to create a better environment where local business can play a greater role in the development of the society and economy of Vietnam.

I. INTRODUCTION
Vietnam’s involvement in WTO has brought in many good results in every aspect of life, especially in the economy. In recent years, Vietnamese businesses have became more interested in and made better use of the big opportunities which WTO brought them. On top of that, there is a growing concern about the purchase, sale and exchange of goods and services. How to facilitate Vietnamese consumers in doing the shopping, supply them with better choices, better goods and better prices is always the deep preoccupation of Vietnamese companies. OMO is a highly aware washing powder product of Unilever Vietnam Joint Venture Company (formerly Lever Vietnam) - a joint venture specializing in Home and Personal Care...
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