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Marketing Paln
2009

MARKETING PLAN

Dominic Darbyshire
Group 12

Thai Ngoc Minh Chau-s3210023
Le Ngoc Kim Ngan-s3192837
Thai Thi Hong Nhung-s3193525
Le Anh Tai-s3192453
Le Nguyen Hong Van-s3210260

TABLE OF CONTENTS

I. EXECUTIVE SUMMARY 3 II. INTRODUCTION 4 III. SITUATION ANALYSIS 5-10 1. Macro Environment 5-7 2. Micro Environment 8-10 IV. SWOT ANALYSIS 11-13 V. OBJECTIVE 14 VI. SEGMENTATION, TARGETING AND POSITIONNING 15-19 1. Market segmentation 15 2. Market targeting 16 3. Market positioning 16-17 * Position map 18-19 VII. MARKETING MIX STRATEGY 20-33 1. Product Strategy 20-22 2. Price Strategy 23-25 3. Place Strategy 26-27 4. Promotion Strategy 28-31 5. Others 32-33 VIII. ACTION PROGRAM 34 IX. CONTROLS 35 X. APPENDIX 36-37 XI. REFERENCE LIST 38

I. EXECUTIVE SUMMARY
Esprit is one of the famous international fashion brand names in the world and it attracts many Vietnamese customers. Moreover, the living standard of Vietnamese people also increases since 21th Century, so their demand on fashion would be improved too. This marketing plan is designed for Esprit clothes in the next year (January 2009 to December 2009) in order to achieve their specific objectives step by step. It draws a strong logical method and strategies to help Esprit obtain two main objective such as gain 5% market share in the big cites at the South and North of Vietnam and develop customer awareness in Esprit brand.
At first, the marketing plan will provide the current market situation (the micro and macro environment). Analysis the market situation, Esprit would have a best view to make good decisions in target customers. Next, strengths, weaknesses, threats and opportunities of fashion industry in Vietnam are analysis in order to reduce the risk of Esprit business in Vietnam and heighten strengths. Then, in this report the segmentation of the shop which is young and


References: ‘A Bad hair day is out of the question when it comes to looking good. China, Thailand and Vietnam most dedicated to looking good’ 2007, nielsen, viewed on 26 July 2009, < http://vn.nielsen.com/news/20070410.shtml>. ‘ADB helps Vietnam to rehabilitate disaster damaged infrastructure’ 2001, vietnamnet news, viewed on 20 August 2009, http://www.vietnamembassy-usa.org/news/story.php?d=20010108095657 ‘Design on fashion’ 2009, Vietnam Investment Review, viewed on 20 August 2009, <http://www.vir.com.vn/Client/VIR/index.asp?url=content.asp&doc=322>. Esprit 2009, Esprit, viewed 27th August 2009, < http://esprit.com> Haub and Phuong 2007, ‘An Overview of Population and Development in Vietnam’, Population reference Bureau, viewed on 20 August 2009 http://www.prb.org/Articles/2003/AnOverviewofPopulationandDevelopmentinVietnam.aspx Kotler, P, Armstrong, G, Swee, A, Siew, L, Chin, T and Oliver, M 2009, Principles Of Marketing, 12th edition, Pearson, South Asia. ‘Out-Of-Home TV Network: Modern Advertising Vehicle’, 2007, PRESS. Portfolio Company News, viewed on 20 August 2009, <http://www.idgvv.com.vn/?mdl=press&cat=27&id=257&pg=2>. ‘Quan ao tre em Trung Quoc tran ngap thi truong’ 2009, Nguoilanhdao, viewed 1 Septemper 2009, <http://nguoilanhdao.vn/Details/thoi-trang/quan-ao-tre-em-trung-quoc-tran-ngap-thi-truong/32/47367.star>. ‘Vietnam becomes full member of the WTO’ 2007, Vietnamnet news, viewed on 20 August 2009, <http://www.vietnamembassy-usa.org/news/story.pho?d=20070111160942>
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