ASM marketing

Topics: Marketing, Vietnam, Ho Chi Minh City Pages: 22 (6211 words) Published: October 17, 2014


Marketing Principles (MKT)
Unit 20 : Y/601/1261

1 of 2 (Individual Report)


April 9th (Monday), 2012 (Ms. Lam’s Off 12hr00)

Each one, who has gone to visit Malaysia, will be impressed by a chain of HALAL family restaurants, which are operated by The Chicken Rice Shop Restaurants Sdn Bhd. The company was established on June, 2000. There are many reasons for “why TCRS is popular?” Firstly, they have chosen very good places to attract the customers such as shopping centre, malls… Secondly, their Family Secret Receipt is one of the most reason that attract the customers, there are no restaurant can make perfect receipt like them. Thirdly, the price for each meals is not too expensive and it suitable for single meals or group meals. Moreover, TCRS also create many special products for special festive occasions such as Easter Day, Lunar New Year, New Year, Christmas… The company plan to establish the brand of The Chicken Rice Shop in Vietnam market by January 2013 to bring the Malaysian culture into Vietnam.

In this report, I will recommend an overall best practice of marketing approach for The Chicken Rice Shop in Vietnam. It includes: The concept process of marketing: the various elements of the marketing process, the benefits and costs of a marketing orientation for The Chicken Rice Shop Vietnam. The concept of segmentation, targeting and positioning: demonstrate macro and micro environment factors, segmentation, targeting strategy, show the buyer behaviour and propose new positioning.


I. Explain each of the various elements of the marketing process needed to be considered by “The Chicken Rice Shop” In the marketing process, Needs is the most important concept. Needs is a feeling of absence something. Needs range from basic survival needs, satisfied by necessities, to cultural, intellectual, and social needs (varying from place to place and age group to age group) satisfied by necessaries. Needs are distinguished from want because a deficiency would cause a clear negative outcome, such as dysfunction or death. Needs can be objective and physical, such as food, or they can be subject and psychological, such as the need for self-esteem. On a social level, needs are sometimes controversial. Understanding needs and wants is an issue in the fields of politics, social science, and philosophy.

There are four elements steps in the marketing process, they are: situation analysis, marketing strategy, marketing mix decision and implementation and controls.

Situation analysis
Situation analysis requires a thorough study of the broad trends within the economy and society, as well as a detailed analysis of markets, consumers and competitions. Marketing segmentation is considered, and also an understanding of the organisation’s internal environment and its particular strength and weakness. So that, by analysing situation, The Chicken Rice Shop could have more attention from customers than the other firms. Moreover, there are many other ways for the company to analysis, could be added as a structure of situation analysis: “5 C Analysis - company, customers, competitors, collaborators, climate. Company represents the internal situation; the other four cover aspects of the external situation” “PEST analysis - for macro-environmental political, economic, societal, and technological factors. A PEST analysis can be used as the "climate" portion of the 5 C framework”. “SWOT analysis - strengths, weaknesses, opportunities, and threats - for the internal and external situation. A SWOT analysis can be used to condense the situation analysis into a listing of the most relevant problems and opportunities and to assess how well the firm...
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