marketing management discussion group2

marketing management discussion group2 - Executive Summary...

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Executive Summary Nescafe is a well-known brand in Vietnam market. This is a brand of Nestle Vietnam Company, ltd. Our presentation’s main goal is drawing up a SWOT analysis for Nescafe brand in Vietnam market. Thus, the company can work out an optimal marketing plan from SWOT analysis. Regarding macroenvironment, we identify opportunities and threats from 6 main forces. Economic forces include economic growth, economic unions and income of population. Demographic forces reffer to the size and speed of population growth, occupational and age structure, ethic diversity and population allocation in termof geography. Technological forces show the changes of instant coffee production technology in Vietnam and the world. Natural forces are about climate and land conditions affecting coffee quality. Political forces reffer to the transparency of trade policies as well as political safe in Vietnam. Socio-cultural forces describe the current changes of cultural concepts and living style. Regarding microenvironment, we find out opportunities and threats from industry environment and strengths and weaknesses from the company analysis. Industry environment includes 4 factors. They are consumers, suppliers, distributers and competitors. The company’s internal environment reffers to its departmental and managerial structure, which affedts marketing management’s decision making. Marketing environment affects the company’s marketing decision. Thus, Nestle needs to have active reaction to opportunities and threats, take use of strengths as well as minimize it weaknesses. 1
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Table of contents Executive summary ………………………………………………………………. ..1 Introduction ………………………………………………………………………. ..3 Marketing environment I. Macro environment ………………………………………………………….5 I.1. Economic forces………………………………………………………. ....5 1.2. Demographic forces………………………………………………………….6 1.3. Technological and natural forces…………………………………………….8 1.4. Political forces……………………………………………………………….11 1.5. Socio – cultural forces……………………………………………………….12 II. Microenvironment II.1. Industry environment…………………………………………………. ..... 14 II.1.1. Suppliers………………………………………………………………. ..... 14 II.1.2. Intermediaries…………………………………………………………. ..... 15 II.1.3. Customers…………………………………………………………………16 2
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II.1.4. Competitors……………………………………………………………. ....16 II.2. The company’s internal environment…………………………………. ..... 17 III. SWOT matrix …………………………………………………………………20
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This note was uploaded on 12/23/2011 for the course MBA 10 taught by Professor Mr during the Spring '11 term at University of Zimbabwe.

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marketing management discussion group2 - Executive Summary...

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