Swot Dutch Lady Milk

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  • Topic: Milk, Dairy, Dairy farming
  • Pages : 19 (4506 words )
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  • Published : April 28, 2013
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OPEN UNIVERSITY MALAYSIA
HOCHIMINH CITY UNIVERSITY OF TECHNOLOGY

MASTER OF BUSINESS ADMINISTRATION

ASSIGNMENT MARKETING MANAGEMENT

LECTURER GUIDE: DR. NGUYEN XUAN MINH FULL NAME: NGUYEN THANH BINH
ID: 2444774
CLASS: MBA.OUM1011

HO CHI MINH CITY
DECEMBER 2011

Table of Contents
I.Executive Summary3
1.Preface3
2.Company Introduction3
3.Plan Summary3
3.1Market Situation3
3.2SWOT Analysis4
3.3Marketing Stratagy4
3.4Control4
II.Current Marketing Situation5
1.Macro environment5
1.1Political and legal environment5
1.2Economic environment5
1.3Technological environment5
1.4Social- cultural environment6
1.5Natural environment6
2.Buyer Analysis6
3.Competiors Analysis6
3.1Substitute goods6
3.2Threats from the participation and influence of new firm6 III.SWOT Analysis6
1.Strengths6
2.Weaknesses6
3.Opportunities6
4.Threats6
IV.Objectives6
V.Marketing Strategies6
VI.Action Programs6
1.Product Stratagy6
2.Price Statagies6
3.Promosion Stratagy6
VII.Projected Profit & Loss Statement ( 2012 –2015)6
VIII.Control6

I. Executive Summary
1. Preface
This Marketing Plan is prepared for or the existing product of Fresh Milk for children for 2012 when competition is expected to be much stronger. In this marketing plan I have covered the industry analysis, target market of the product, pricing, product, promotion, and distribution strategies for the product. I have given the details about the strategy implementation and details of promotion budget.

2. Company Introduction
Dutch Lady Vietnam is a joint venture company was established in 1995 in Vietnam between Import and Export Company in Binh Duong province (Protrade) and Royal FrieslandCampina - leading dairy corporations in the Netherlands with 135 years of experience operating on the world. With a commitment to improve life for the people of Vietnam, in 15 years, Dutch Lady Vietnam has been actively contributing to the sustainable development of Vietnam. Full Name of business: Limited liability company food and beverage Dutch Lady Vietnam English name: Dutch Lady Vietnam In foods and Beverages Name: Dutch Lady Vietnam Scope of work: Food – Beverages

Website: www.dutchlady.com.vn

3. Plan Summary
1. Market Situation
Currently, the average milk consumption is 14kg / person / year. Milk consumption growth associated with GDP growth. When salaries were higher, the demand of milk would more higher to improve nutritional quality. Children were still the subjects consumed the most milk, especially in big cities like Hanoi and Ho Chi Minh. Forecasting demand for Vietnam's milk market will continue to increase in coming years by the impact of per capita income is projected to increase 125% in the period 2008-2012 (to $ 1854 USD / year) lead to increased demand for milk.

The market share of fresh milk in Vietnam

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2. SWOT Analysis
|Strengths |Weakness | |Famous Brand  |Raw material of milk not self-control | |Using advanced technology to make quality products. |Product design has not yet focused on variety of customer is children. | |Having the distribution system throughout the country Vietnam. |Not having the advertising programs of fresh milk products were directed | |Having a team for...
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