Marketing Strategy of Vinamilk Company
ABSTRACT
Marketing strategy affects by four factors such as product, place, price and promotion. The corporation needs to know what customer’s demands are. For example, a dairy firm should begin business by finding out what nutrition customers prefer through segment criteria. What ages of clients drink milk mostly? Do elder people use dairy products every day? Which flavor are they interested in? Next the company aims target market and observes the changes of customer’s attitude during buying process in order to set up suitable marketing strategy. Then how do goods deliver to clients or distributors? What do guests respond after using products? Those things are in factor ‘place’, which control transportation of goods to market as well as consumers. Parallel with distribution channel, price strategy also attracts people to purchase various product lines of enterprise. Furthermore the organization could know about cost of production, taxation and so on so that they could launch a reasonable price. To encourage working performance, promotional activities are very vital. Those support to improve the company’s image and introduce to potential customers. To summarize, the paper shows the macro and micro environment elements which are affected to marketing strategy. Moreover there is the analysis of criteria segmentation such as demography, geographical area, psychology and social – economy in order to separate the objectives in different markets. Then the company could make target strategy and identify the new positioning which could bring a lot of benefits to the firm if they define the right products at the right time. And customer behaviors also impact to the business performance so this part is absolutely presented as well as marketing mix (product, place, price and promotion) which decides the success or failure of an organization.
1. INTRODUCTION
Vinamilk (2014) said that their enterprise was established in 20th, August 1976. It took over three old plants from
Marketing strategy affects by four factors such as product, place, price and promotion. The corporation needs to know what customer’s demands are. For example, a dairy firm should begin business by finding out what nutrition customers prefer through segment criteria. What ages of clients drink milk mostly? Do elder people use dairy products every day? Which flavor are they interested in? Next the company aims target market and observes the changes of customer’s attitude during buying process in order to set up suitable marketing strategy. Then how do goods deliver to clients or distributors? What do guests respond after using products? Those things are in factor ‘place’, which control transportation of goods to market as well as consumers. Parallel with distribution channel, price strategy also attracts people to purchase various product lines of enterprise. Furthermore the organization could know about cost of production, taxation and so on so that they could launch a reasonable price. To encourage working performance, promotional activities are very vital. Those support to improve the company’s image and introduce to potential customers. To summarize, the paper shows the macro and micro environment elements which are affected to marketing strategy. Moreover there is the analysis of criteria segmentation such as demography, geographical area, psychology and social – economy in order to separate the objectives in different markets. Then the company could make target strategy and identify the new positioning which could bring a lot of benefits to the firm if they define the right products at the right time. And customer behaviors also impact to the business performance so this part is absolutely presented as well as marketing mix (product, place, price and promotion) which decides the success or failure of an organization.
1. INTRODUCTION
Vinamilk (2014) said that their enterprise was established in 20th, August 1976. It took over three old plants from