MARKETING STRATEGY
MKT 306
[Pick the date]
[Type the company name]
HP
TITLE PAGE
DEVELOPING MARKETING STRATEGY FOR VICHY COSMESTIC
EXECUTIVE
... [Show More] SUMMARY
The report is as the marketing plan to identify a brand of facial cosmetics then analysis and
evaluation on business current operation, competitive campaigns as well as the advantages of the
company (strengths, weaknesses), etc. in order to introduce new product for woman in Vietnam
market. In other word, thís report gives the most appropriate recommendations and effective
business strategies to contribute to the further growth of Vichy cosmetic in Vietnam
TABLE OF CONTENTS
Executive summary..........................................................................................................1
Introduction......................................................................................................................3
Background of the company...................................................................................
Methodology...................................................................................................................5
Current Situation.............................................................................................................5
Macro environment.................................................................................................
Micro environment..................................................................................................
Five forces analysis.................................................................................................
SWOT.....................................................................................................................
Objective of 2018.............................................................................................................
Segmentation Targeting & Positioning (STP).................................................................9
Recommended objectives and goals (SMART)...............................................................
Recommended Marketing Strategies...............................................................................16
Conclusion.......................................................................................................................18
References........................................................................................................................19
Appendices ......................................................................................................................21
INTRODUCTION
Mrs.Nguy n H ng Quỳnh–Directorof Retailer Measurement Department of.Nielsen Vietnam, ễ ươ
has reported that in the first eight months of 2012,skincare items did not increase in quantity but
continuously increased in quality (about14%).
The report represents the development prospects of the company in the recent period. There are
the significant advantages on the competitive position through providing customers with the
more outstanding products than the rival and earning customer trust based on its long-standing
reputation. Recommendations include:
- Identify target segments that is skin care product for middle-age woman
- Set clear short term and long term objectives as well goals for Vichy
- Improving Marketing Strategies and Programmed [Show Less]