...Khuôn khổ những hiểu biết về không gian dịch vụ và những ảnh hưởng của nó lên hành vi tiêu dùng. Khuôn khổ ngầm. khuôn khổ này được xây dựng dựa trên lý thuyết về cơ chế tác động : kích thích-chủ thể- phản ứng. Trong khuôn khổ này, môi trường đa chiều đóng vai trò là nhân tố kích thích, khách hàng và nhân viên là những chủ thể đón nhận kích thích và phản ứng lại bằng các hành vi hướng trực tiếp vào thị trường. Một ví dụ dễ hiểu như sau :khi một chiếc xe bán bánh qui được trang trí đầy màu sắc rực rỡ , bắt mắt đậu trước toà nhà trung tâm hoạt động sinh viên,và giả sử rằng bạn đang đói thì màu sắc trang trí, mùi bánh qui đang nướng thơm phức,đám đông tụ tập chính là những nhân tố kích thích, và những nhân tố ấy tác động đến chủ thể là bạn, làm bạn cảm thấy hưng phấn , bồn chồn, hạnh phúc và kết quả là bạn phản ứng lại bằng cách tiến đến chiếc xe tận hưởng những chiếc bánh cùng với bạn bè trước khi vào giờ học tiếp theo. Hành vi trong không gian dịch vụ. Những sắp xếp cơ học, vật chất , thể chat có những ảnh hưởng đến hành vi của con người là một sự thật hiển nhiên ngày nay . Tuy nhiên, thật đáng ngạc nhiên là đến những năm 60 của thế kỷ 20 vẫn bỏ qua những sắp xếp này trong nghiên cứu của họ về hành vi con người. Hành vi cá nhân. Những nhà tâm lí học đã chỉ ra rằng phản ứng của các cá nhân đến các tác động kích thích bao gồm 2 hành động thông thường và trái ngược nhau : tiếp cận và lẩn tránh. Tiếp cận ở đây có thể hiểu là khao khát, ước vọng, khai phá...
Words: 4328 - Pages: 18
...Name : KHATRI DIXITA VISHALKUMAR (Student ID No. : 0909BHC214) CLACC – ‘C’ (PGD) Unit Title : Strategic Marketing Management Course Study Report On Marketing strategy for Pagoda resturant BLAKE HALL COLLEGE | | | | (Front sheet for PGD- (B-Tech-Level-7) [Sept-Dec.-2010] assessment in Business) Front Cover sheet BTEC – Level -7, Advanced Professional Diploma in Management Studies Unit Tile: Strategic Marketing Management – unit 17 (Submitted to –Mr. Sumesh S Dadwal) LEARNER’S BRIEF ------------------------------------------------- Learner’s Name: DIXITA VISHALKUMAR KHATRI ------------------------------------------------- ID :- 0909BHC214…………………………………………….. ------------------------------------------------- Class (Course)……PGDBM…………………………………….. ------------------------------------------------- Section ………C…………………………………. ------------------------------------------------- Unit title…Strategic Marketing Management ------------------------------------------------- Date assessment details issued…27th sep 2010…………….. ------------------------------------------------- Date handed in …8th December 2010……………………………. ------------------------------------------------- Words Count: …2901……………………………. ------------------------------------------------- ------------------------------------------------- ------------------------------------------------- ------------------------------------------------- ------------------------------------------------- ...
Words: 3409 - Pages: 14
...logic & Marketing audit report: Hanh Phat Consultancy NGUYEN Thanh Hanh – Vemba 9 Hanoi Table of Contents A. “Marketing” vs “marketing” concept and Service – dominant logic Concept Explanation ………………………………………………………………………….2 Implementation in my practical business……………………………………………………...2 B. Marketing Audit Report: Hanh Phat Consultancy Executive Summary………………………………………………………………………….. 3 Company Introduction………………………………………………………………………3-4 Mission Statement……………………………………………………………………………..4 Situation & SWOT analysis ……………………………………………………………...4-5 Customers Equity & Competition………………………………………………………….6 Portfolio Analysis using Boston Consulting Group & GE Matrixes……………………..6-7 Segmenting, Targeting, Positioning ………………………………………………………..8 Marketing Mix ……………………………………………………………………………...9 Product, Price, Place, Promotion……………………………………………………………9 Conclusion and Recommendations……………………………………………………….10-11 A. “Marketing” vs “marketing” concept and Service – dominant logic Concept Explanation In my viewpoint, the two ideas of Peter Drucker and S Vargo on marketing try to convey an important message in analysing the “Marketing” that is not only a sole activity to engage in the market with its own business strategy but also “marketing” with involving the whole business to finalize the result based on customers’ needs, wants and requirements. Consequently, the two ideas imply marketing management...
Words: 4322 - Pages: 18
...ENTREPRENEURSHIP IN A GLOBAL CONTEXT FOURTH SUBMISSION FOR COURSEWORK 2 GROUP: SEFAKOR BANSA, THANG NGUYEN, SAFIYA HAIDO, GAURAV GAUTAM AND LAKSHYA PARASHAR ENTREPRENEURAL PROJECT: VIETNAMESE RESTAURANT/FOOD SERVICE. COMPANY NAME: COSMO ……………. “Spice up your belly” Marketing Plan For Cosmo The food service industry is a big industry that is found in every human habitat on the earth. People need food to survive, some prefer to cook it themselves due to economic reasons or other personal reasons whilst others prefer buying what has already been put together by food service companies like the one we wish to start. Marketing can be defined as the act of provide goods or services better than competition at a profit. The idea of a Vietnamese restaurant in London is not the first of its kind. Cosmo intends to perform better than already existing Vietnamese restaurants that already exist in London. To achieve this, a critical analysis of its marketing plan is highly of the essence. The elements of its 4ps must give Cosmo and advantage over the other already existing Vietnamese restaurants. Place | * A clean, pleasant venue very close to the Liverpool St station * A beautiful water front venue within 3years of operation. | Positioning | * Faster food availability * A menu that covers all types of Vietnamese dishes. Caters for all from healthy eaters to people with exotic tastes. * Faster delivery service * Cooking at customers venues ( parties etc) | Price | * Very...
Words: 305 - Pages: 2
...s3357633 Bach Gia Tien Dat –s3357524 G2-Kieran Tierney MARKETING PLAN MARKETING PLAN Table of Contents I. Executive Summary 2 II. Introduction 3 III. Situational Analysis 3 1) Micro-environment 3 a. Marketing Intermediaries 3 b. Competitor 3 c. Customers 4 2) Macro-environment 5 a. Demographic 5 b. Economic 6 c. Cultural 9 3) Product Life Cycle 9 IV. SWOT Analysis 10 V. Objectives (SMART) 11 1) Business Objective 11 2) Marketing Objective 11 3) Product Objective 11 VI. Market Segmentation, Targeting and Positioning 11 1) Market Segmentation 11 2) Market Targeting 12 3) Market Positioning 13 a. Perpetual map 13 b. Positioning strategy 14 VII. Marketing Mix Strategies 15 1) Product 15 a. Level of product 15 b. Brand Development Strategies 17 2) Price 17 a. New-product Pricing Strategies 17 b. Product-mix Pricing Strategies 17 c. Price Adjustment Strategies 18 3) Place 18 a. Marketing channel systems 19 b. Channel Design Decisions 19 4) Promotion 20 a. Personal Selling: 20 b. Public relations: 20 c. Advertising 20 d. Sales Promotion 22 e. Direct marketing: 22 VIII. Action Program 22 IX. Control Program 25 X. Reference List 27 I. Executive Summary Ninomaxx is established in 1998, which is a Vietnamese fashion brand. Due to an advantage of founding for many years, it becomes a well-known brand among Vietnamese consumers. However, the emergence of other fashion...
Words: 5898 - Pages: 24
...Strengths The first defined Vietnamese fast food chain in Vietnam Fast food culture was initially imported to Vietnam in 1994 with the birth of the first restaurant named Chicken Texas on Nguyen Trai Street, District 1, Saigon. Gradually, a queue of foreign fast food jumbos have landed onto Vietnam and dominated the market with the everyday-seen names like KFC, Lotteria, Jollibee…They have helped shape up fast food culture with western style in the country that has been globally emerging at an amazing speed . A critical question is then raised that why we do not have pure Vietnamese fast food mode for Vietnamese people. Later, some Vietnamese brand names were with great effort introduced like Pho 24, Kinh Do Bakery, Wrap and Roll… However, insiders do not consider these names typical fast food vein. Mr. Truong Han Lam, Marketing Director of Lotteria commented that Kinh Do Bakery business was not a fast food model. Mr. Ly Qui Trung –Founder of Pho 24- added that the existing Vietnamese names were following a quick service mode, not fast food form. Owner of Wrap and Roll, Ms Kim Oanh, admitted that hers was a restaurant form, not fast food (”KFC, Lotteria, Jollibee,” 2012). In order to answer the question if there are any real Vietnamese fast food models, a definition of fast food needs being made clear. According to Oxford dictionary, fast food is an “easily prepared processed food served in snack bars and restaurants as a quick meal or to be taken away”...
Words: 4975 - Pages: 20
...Strength 1. Trung Nguyen has great raw material to produce coffee because Trung Nguyen has production plant located in the coffee capital of the Buon Ma Thuoc where soil and and weather are supportive of coffee growing. Besides, Viet Nam, which is the home of Trung Nguyen brand, is the largest coffee exporter in the world. This advantage helps Trung Nguyen not to depend very much on suppliers. This location is also convenient for transportation. 2. Trung Nguyen is an old brand in Viet Nam, they have got the fame spread out the nation. This is considered “home advantage” when Trung Nguyen understands culture and life style of Vietnamese people. The product quality meets customers’ need because Trung Nguyen provide unique Vietnamese coffee taste which matches the interest of Vietnamese people. Therefore they get advantage in gaining the trust and support of Vietnamese customers. 3. Trung Nguyen is a pioneer enterprise in the form of control and franchising in Viet Nam. Trung Nguyen has eight shop in foreign countries such as US, Japan, Singapore, Thailand, China, Cambodia, Poland and Ukraine. 4. Trung Nguyen has solid infrastructure. They has three factories producing coffee with modern technology in the world. Their headquarters and distribution activities are located in Ho Chi Minh city which is the big commercial center of Viet Nam and many stores is placed throughout the country. 5. Young and professional management team contributes greatly in Trung Nguyen’s advantages. By 2012...
Words: 1329 - Pages: 6
...a bit Get our newsletter Resources for Entrepreneurs Good Business Ideas Opening a Vietnamese Restaurant Starting a Vietnamese restaurant is a rewarding experience if you have the creativity and tenacity necessary to be a successful entrepreneur. We offer nuts-and-bolts information on successfully operating a small business. Wondering how to start a Vietnamese restaurant? We take you step-by-step from start to success. How to Start a Vietnamese Restaurant Are you friend or pho? Sorry for the bad Vietnamese food pun! But, seriously, we are here to help you learn about opening a Vietnamese restaurant. What questions do you have? Consumer Expectations for Vietnamese Cuisine Vietnamese is one of a handful of ethnic cuisines that have gained traction in the U.S. restaurant industry. But like any other restaurant cuisine, consumers have certain expectations about the Vietnamese restaurants they patronize -- and those expectations may not always line up with typical cuisine in Vietnam. For startup Vietnamese restaurateurs, it's important to balance an authentic dining experience with the demands of U.S. diners. Even if you have buckets of experience cooking authentic Vietnamese cuisine, you'll want to visit several successful Vietnamese restaurants to familiarize yourself with the Vietnamese dining scene in the U.S. Startup Vietnamese restaurateurs also need to develop their...
Words: 1506 - Pages: 7
...4. Marketing strategies of Skoda Auto in Vietnam 4.1 Marketing Objectives: The main objectives of the company are: * To penetrate into the Vietnamese market in 2015 * To create brand awareness for local consumers and increase customer’s perception towards its brand name * To become one of the ten biggest car brands in the market The choice of 2015 as entry year is favorable for Skoda because Vietnam’s automotive market is growing quickly and all competitive advantages for the company including lower vehicle import tax, high demand of Vietnamese consumers etc will help company to enter the market successfully. 4.2 Segmentation, targeting, positioning strategy Target groups for Skoda Auto’s vehicles will be based on four groups of segmentation variables such as Geographic, Psychographic, Demographic and Behavioral In Geographic segmentation, two major regions for the company are Hanoi Capital in the North and Ho Chi Minh City in the South. Ho Chi Minh City and Hanoi capital are chosen in terms of numerous population, high income level and high demand of car purchase. Concerning the population scale, Ho Chi Minh stood in the first position with 7,165,000 people and the second was Hanoi with 6,472,000 people. In Demographic segmentation, both men and woman, aged between 25-60 years are addressed. Average Vietnamese household size is about 4.1 person/household, so Skoda’s models such as Fabia, Octavia, Yeti will be the most affordable choice for the Vietnamese...
Words: 1100 - Pages: 5
...MASTER OF BUSINESS ADMINISTRATION MARKETING MANAGEMENT ASSIGNMENT ((( | | |TOPIC: | |SWOT ANALYSIS OF | |BURGER KING VIETNAM | | | | | | | | | | | | ...
Words: 3240 - Pages: 13
...Tabale of COntent I. Introduction 2 II. Body 3 1. Literature review 3 1.1 Global brands 3 1. 3 Brand Images & Country of origin (COO) effects 4 Figure 1: Model for developing strong brands based in Country of Origin image 6 1.4 Brand Names 7 2. Discussion 7 2.1 Existence of global brands 7 2.2 Cultural sensitivity & COO image perception 9 2.3 Brand name & national alphabet 9 Figure 2: Chinese naming analysis 10 Figure 3: Domestic brand names in Vietnamese market 11 III. Conclusion 12 IV. REFERENCES 13 I. Introduction Globalization concept is studied since 1870 (Lee et al, 2009); during the development of its concept, there are many debates around consequence of convergence process of the world. In last three decades, globalization is predicted as noticeable trend causing the homogeneity of consumption pattern in near future (Levitt, 1983 in Robson , 2005), whereas, in this days and age, homogeneity of customer needs, taste and lifestyles is indicated as an impossible phenomenon (De Mooij M., 2011). The debate of globalization versus localization leads to examining application of the maxim- “think global, act local” in different markets across the world. Failures of global brand in standardizing its name, brand image perception, causes the suspicion of existence of global brand. The aim of this study is to examine two dimensions of brand image perception of customer: country of origin effect and brand name. Afterward, my personal...
Words: 3661 - Pages: 15
...Marketing Plan Marketing Plan 2012 2012 Vu Phuong Anh – s3325156 Nguyen Thi Van Chi - s3373465 Nguyen Bao Hung – s3393103 Le Minh Thu - s3357569 Vu Phuong Anh – s3325156 Nguyen Thi Van Chi - s3373465 Nguyen Bao Hung – s3393103 Le Minh Thu - s3357569 Group 3 – Kieran Tierney Group 3 – Kieran Tierney TABLE OF CONTENTS EXECUTIVE SUMMARY 1 SITUATION ANALYSIS 2 I Introduction 2 1 Company description 2 2 Product description 2 II Marketing environment 2 1 Microenvironment 2 a Customer market 2 b Competitors analysis 3 c Publics 4 2 Macro environment 4 a Demographic environment 4 b Economic environment 5 c Natural environment 6 d Technological environment 6 SWOT ANALYSIS 8 OBJECTIVES 9 SEGMENTATION, TARGETING & POSITIONING 10 I Segmentation 10 II Targeting strategy 10 1 Segment size and growth 10 2 Segment structural attractiveness 10 3 Market targeting strategy 11 III Positioning strategy 11 1 Positioning map 11 2 Possible value differentiation 12 a Product differentiation 12 b Service differentiation 12 c Channel differentiation 12 d People differentiation 12 e Image differentiation 12 3 Chosen competitive advantages 12 4 Positioning statement 12 MARKETING MIX STRATEGIES 13 I Product strategy 13 1 Levels of product 13 2 Product life cycle 14 3 Brand development strategy 14 II Price strategy 15 1 General pricing approaches 15 2 New-product pricing...
Words: 7168 - Pages: 29
...in Vietnam. This study aims to compare the popularization of traditional methods of shopping with online shopping and examine the prospect of shopping online in Vietnam. A structure questionnaire was sent out randomly to students at a university in Ho Chi Minh City to collect the necessary data. The results showed that online shopping had not been favored by many people, even ones who frequently access the internet. The study also found some obstacles that limited the development of internet shopping in Vietnam. Applying the suitable ways to deal with the obstacles may help Vietnamese online suppliers attract more customers. INTRODUCTION In Vietnam, since the introduction of the first Internet Service Provider in 1997, the growth of Internet usage has been rapidly growing. Coming with the development of Internet’s growth speed, there are many e - service that Vietnamese people can enjoy such as: email, yahoo chat, sending files, e-banking…One of the most familiar services that Internet brings to people around the world is Internet shopping or online shopping. Online shopping first started in 1994 (Hsin, 2000). It is the process whereby consumers directly buy goods or services over the Internet (Margherio, 1998). A good example is The Dell Online Shopping Store that sells personal computers to consumers around the world (Legard, 1997). According to Peterson (1997) and Rajiv Lal, Miklo Sarvary of Standord Bussiness school in Palo Alto, California...
Words: 1333 - Pages: 6
...strategic choices to Vietnamese companies. The firm’s strategy must be consistent with the environment in which the firm operates. Therefore, Vietnamese companies should chose the transnational strategy for the following reasons: ✓ Facing cost reduction pressure: • Most of Vietnamese companies participate in industries where major competitors are based in low-cost locations, where there is persistent excess capacity ❖ Ex: Vietnamese companies producing traditional product such as textile, or agricultural products face high cost pressure comparing to China and Thailand which have relatively similar production condition. • Consumers are powerful and face low switching cost. ❖ Consumers are western and European people. ✓ Local responsiveness is also high: • Consumer tastes and preference differ significantly between countries. ❖ Not all kinds of products is natural for globalization ❖ Ex: company producing textile can not apply it designs to all the different markets • Traditional practice is also different ❖ Ex: Muslim country don’t use products produced from pork( create demand for product of other kinds meat. ✓ Pursuing the transnational strategy help company to reap the most advantages: • Exploit experience curve effects • Exploit location economies • Customize product offering and marketing in according with...
Words: 292 - Pages: 2
...1 AMERICANS DOING BUSINESS IN VIETNAM: COMMUNICATION DIFFERENCES by Katrine Syppli Kohl COM 9656: International Business Communication Fall 2007 This paper focuses on differences that are likely to cause problems for U.S. American managers operating in Vietnam. At first, Hofstede’s cultural dimensions of power distance, individualism, and longterm orientation are used to pinpoint key differences in Vietnamese and American business culture (Hofstede, 2001). Second, stable and transitional concepts of culture are delineated as they apply to the topic. Finally, areas of communication are discussed that benefit from special attention because of differences between Vietnamese and American culture. Value Dimensions Hofstede’s original cultural dimensions were power distance (PDI), individualism (IDV), masculinity (MAS), and uncertainty avoidance (UAI); later, long-term orientation (LTO) was added as a fifth dimension (2001). When comparing the United States with Vietnam, the three dimensions of power distance, individualism, and long-term orientation differ most significantly (see Figure 1). Figure 1. Comparison of value orientations: United States versus Vietnam (ITIM International, 2003). Power-distance according to Adler and Gundersen (2008) “reflects the extend to which less powerful members of organizations accept an unequal distribution of power” (p. 54). In countries such as Vietnam where high power-distance are paired with a low uncertainty avoidance, employees view their ...
Words: 2697 - Pages: 11
