mkt a2 (individual)

8/13/2019 MKT A2 (Individual)

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FACULTY OF INTERNATIONAL STUDIES (BTEC-HND programme)

NAME OF STUDENT

REGISTRATION NO.UNIT TITLE Unit 4: Marketing Principles

ASSIGNMENT TITLESamsung Vina Electronics Co Ltd (SAVINA ! Marketing Mi" Programme

ASSIGNMENT NO # o$ #

NAME OF ASSESSOR Ms% &oti C'eeSUBMISSION DEADLINE

I )))))))))))))))))))))))))) 'ere*+ con$irm t'at t'is assignment is m+ o,n ,ork and notcopied or plagiari-ed $rom an+ source% I 'a.e re$erenced t'e sources $rom ,'ic' in$ormation iso*tained *+ me $or t'is assignment%

________________________________ _________________________

Signature &ate

----------------------------------------------------------------------------------------------------------------FOR OFFICIAL USE (Course Administrator

Assignment /ecei.ed 0+: &ate:

M12 A# (Indi.idual 3C &ec #567 6


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Unit Out!omes

Out!ome E"iden!e #or t$e!riteria

Feed%a!& Assessor's de!ision Interna)eri#i!ation

First Re-

Understandt$e

indi"iduae ements o#

t$ee*tendedmar&etin+

mi*

LO,

E"plain 'o,products are

de.eloped to sustaincompetiti.ead.antage

,.

E"plain 'o,distri*ution is

arranged to pro.idecustomer

con.enience

,.

E"plain 'o, pricesare set to re$lect an

organisation8so*9ecti.es and

market conditions

,.,

Illustrate 'o,promotional acti.it+

is integrated toac'ie.e marketing

o*9ecti.es

,./

Anal+se t'eadditional elements

o$ t'e e"tendedmarketing mi"

,.0

Be a% e touse t$e

mar&etin+mi* in

di##erent!onte*ts

LO/

Plan marketingmi"es $or t,o

di$$erent segments inconsumer markets

/.

Illustrate di$$erencesin marketingproducts and

ser.ices to*usinesses rat'er

t'an consumers

/.

S'o, 'o, and ,'+international

marketing di$$ers$rom domestic

marketing%

/.,

Merit +rades a1arded M M M,

Distin!tion +rades a1arded D D D,

M12 A# (Indi.idual 3C &ec #567 #


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Assi+nment

ell!structured Not ell!structured

/e$erence is: done properl+

is not done properl+ s'ould *e done (i$ an+

;.erall +ou8.e: passed:

all outcomes

3.1 / 3.2 / 3.3 / 3.4 / 3.5 / 4.1 / 4.2 / 4.3

re$erral: all outcomes

3.1 / 3.2 / 3.3 / 3.4 / 3.5 / 4.1 / 4.2 / 4.3

Areas #or im2ro"ement3 2o ac'ie.e a pass < merit < distinction +ou need to meet all t'e re=uirements set in

t'e assessment criteria more e"planations

more e"amples more applications more anal+sis more critical impro.e in +our class attendance put in more e$$ort in +our studies

ASSESSOR SIGNATURE DATE 4 4 5 /

NAME : Doti C$ee

(Ora #eed%a!& 1as a so 2ro"ided

STUDENT SIGNATURE DATE 4 4

NAME 3%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%



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FOR INTERNAL USE ONL6VE/I IE& >ES N;

&A2E : %%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%

VE/I IE& 0> : %%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%

NAME : %%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%

SCENARIO 7 Samsun+ )ina E e!troni!s Co Ltd (SA)INA

T$e E"er E*2andin+ Samsun+

Samsung Vina Electronics Co% Ltd% (SAVINA cele*rates its 6?t' anni.ersar+ t'is+ear% ;.er t'e past $e, +ears SAVINA as a 'ig'!tec' manu$acturer 'as made*reakt'roug's unprecedented in Vietnam8s e"port sector% Mr% 1im C'eol @i SAVINAmanaging director talked a*out t'e e"traordinar+ success 'is compan+ 'as attainedduring t'e period%

83 Looking *ack to Samsung8s 6?!+ear presence in Vietnam ,'ic' goals 'a.eSAVINA ac'ie.ed and ,'ic' among t'em made SAVINA satis$ied most

A3 SAVINA 'as *een a*le to ac'ie.e t'e $ollo,ing $i.e milestones%

irst *rand pre$erence% At t'e .er+ *eginning Samsung as a *rand ,as not ,ell!

kno,n and not t'e most pre$erred *+ local users% No, t'e Samsung *rand 'as*ecome one o$ t'e top!o$!mind mo*ile and electronics *rands as $ar as localconsumers are concerned%

Second distri*ution c'annels% Local distri*ution c'annels c'ange $rom time to time%&ecades ago t'e term Bdistri*ution in Vietnam mainl+ consisted o$ large ,'olesaledealers% No,ada+s t'e market 'as mo.ed to a more pro$essional distri*utions+stem% it' t'e close support pro.ided *+ SamsungDin terms o$ in$rastructuretraining a$ter! and pre!sales ser.icesDt'ese ,'olesale dealers 'a.e trans$ormedinto *ig real distri*utors in t'e electronics and mo*ile segments% 2'ese localdistri*utors gro, toget'er to maintain a 'ealt'+ s+stem and to a.oid con$lict o$

interests%2'ird Samsung customer satis$action ser.ice 'as gro,n along ,it' t'e distri*utionc'annels% rom a *asic guarantee a$ter!sales ser.ice no, t'e customer ser.ice 'asde.eloped to learn t'e consumers8 needs *e$ore sales regular customer care etc%t'roug' our call center%

ourt' market s'are% 0ased on trust$ul market researc' sources like I&C @$1 andso on Samsung is proud to 'a.e gained t'e largest market s'are in man+ segmentsDincluding $lat 2Vs smartp'ones $lat panels (plasma LC& LE& and monitors%

And $i$t' it8s t'e manu$acturing 'u*% 0+ tapping on t'e local people8s skillset and'ard!,orking attitude as ,ell as appl+ing ad.anced manu$acturing tec'nolog+SAVINA 'as ac'ie.ed producti.it+ si" times 'ig'er t'an t'e original plan% 2'anks tot'at ,e ,on t'e 'ig'est a,ard $rom Samsung glo*al8s manu$acturing management%



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One decade after the Asian economic crisis, SAVINA has achievedoutstanding development especially in technology, business and marketingstrategy. It comes with the successes both in the international and Vietnamesemarkets. hen talking about the achievements in Vietnam, SAVINA alsofocuses on !people." #ould you please elaborate on more details about thehuman resources factor in SAVINA$s success in Vietnam%

BPeople is one o$ t'e $i.e Samsung8s .alues% e cannot de.elop ,it'out $ocusingon t'is important corporate .alue% e gro, ,'en our emplo+ees gro, t'ere$ore inan+ market t'at Samsung operates $rom trading to manu$acturing ,e put Bpeopleas t'e ke+ success$ul $actor in our operations% ;ne o$ man+ e"amples is t,o +earsa$ter our esta*lis'ment in Vietnam t'e regional economic crisis erupted% 0+ t'enSAVINA 'ad to announce t'e 21 5 campaign in ,'ic' 5F o$ all operation costs,ere cut% e 'ad to rel+ on our emplo+ees to make t'e campaign success$ul and to*ring Samsung out o$ t'e crisis% &uring t'at toug' period our sales and marketingteam 'ad to ,ork under poor conditions% >et ,e retained optimism and made greate$$orts to $ul$ill our mission to *uild up a 'ealt'+ sales c'annel s+stem and earn t'e

Samsung *rand a 'ig' position in t'e consumer8s mind%Samsung has invested in Samsung$s manufacturing facilities in &ac Ninh for

producing smartphones, and another in 'hai Nguyen is going to operate at theend of ()*+. Samsung products are not only mobile phones but also otherconsumer electronics. ould Samsung consider investing in othermanufacturing sites in Vietnam to manufacture products on the same scale of&ac Ninh and 'hai Nguyen%

Vietnam $or Sout' 1orean corporate entities in general and $or Samsung inparticular is an attracti.e in.estment en.ironment% In t'e glo*ali-ation process

Samsung8s strateg+ is to centrali-e manu$acturing to make management and costsa.ings more $easi*le and easier% Samsung in.ests in manu$acturing comple"es tomanu$acture and do *usiness e$$ecti.el+ and e$$icientl+ and also to pro.ide $or ourglo*al suppl+ c'ain% Vietnam is al,a+s one o$ t'e potential candidates $or Samsungto consider in t'is aspect%

ew years ago, -r. ee /un 0ee, chairman of SAVINA mentioned the newstrategy for medical e1uipment, education and the like. ould Samsungamplify this strategy in the Vietnamese market% If so, when will it start%

e 'a.e alread+ entered t'e 'eat'


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9rodu!t

P'one < 2a*let 2V < Visual E=uipment Camera < Video House'old Appliances

;$$ice E=uipment Accessories

Distri%ution

/e$er to t'e inter.ie, in t'e article a*o.e%

9ri!e

2'e mirrorless cameras Ne, Samsung N 6555 sold in Vietnam market *et,eenMarc' last at a price o$ 6J million 'as rapidl+ *ecome t'e t'eme KstonedK no merc+

on t'e tec' $orums% Compared ,it' man+ ot'er countries in t'e ,orld Vietnam is t'emarket is slo,er mac'ines to distri*ute 'al$ a +ear *ut t'e price is 'ig'er t'anan+,'ere else%

9romotion

Coca Cola G Samsung Sound est #56# in Vietnam $eaturing 0I@0AN@ Promo

Customers *u+ing SAMSUN@ LE& 2V model #567 o$ inc'es or larger ,ill getan e"tra /EE SAMSUN@ LE& 2V o$ #? inc' serie #? 4555 ,ort' 55 555VN&

Samsung 7& 2V promotional displa+ $eaturing c'aracters $rom t'e animated 7&$ilm KMonsters .s% AliensK and t'e u*i=uitous +oung promotional girls

Sour!es3'ttp:


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E"plain 'o, distri*ution o$ SA)INA is arranged to pro.ide customer con.enience (7%#

E"plain 'o, prices are set to re$lect SA)INA o*9ecti.es and market conditions

(7%7 Illustrate 'o, promotional acti.it+ o$ SA)INA is integrated to ac'ie.e marketing

o*9ecti.es (7%4

Anal+se t'e additional elements o$ t'e e"tended marketing mi" o$ SA)INA (7%

Plan marketing mi"es $or t,o di$$erent segments in consumer markets $orSA)INA (4%6

Illustrate di$$erences in marketing products and ser.ices to *usinesses rat'ert'an consumers $or o$ SA)INA (4%#

S'o, 'o, and ,'+ international marketing di$$ers $rom domestic marketing $orSA)INA (4%7

GRADING

9ass is ac'ie.ed *+ meeting all t'e re=uirements de$ined in t'e assessmentcriteria%

Merit Identi$+ and appl+ strategies to $ind appropriate solutions (M6

Characteristics / Possible Evidence O /ele.ant t'eories and tec'ni=ues'a.e *een applied to group product elements o$ marketing mi" to arri.ee$$ecti.e 9udgments $or t'e gi.en products as ,ell as di$$erentmarketing segments and conte"ts%

Select and appl+ appropriate tec'ni=ues (M#

Characteristics / Possible Evidence O Appropriate met'ods select andappl+ to 9usti$+ di$$erent group product market segments and conte"tsusing o$ .arious sources o$ in$ormation $or t'e gi.en products%

Present and communicate appropriate $indings (M7

M12 A# (Indi.idual 3C &ec #567 J


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Characteristics / Possible Evidence O An appropriate structure andapproac' 'a.e *een used to prepare group product market reports to+our Product Manager% Present data using a range o$ met'ods e%g%ta*les or c'arts etc%

Distin!tion Use critical re$lection to e.aluate o,n ,ork and 9usti$+ .alid conclusions(&6

Characteristics / Possible Evidence O creation 'as *een used togenerate and 9usti$+ .alid comments related to .arious elements o$marketing mi" $or SA)INA

2ake responsi*ilit+ $or managing and organi-ing acti.ities (

Characteristics / Possible Evidence O E.aluate t'e importance andimpact o$ eac' element o$ t'e group product marketing mi" to t'emarketing strateg+ and organi-e acti.ities to di$$erent segments andconte"ts%

&emonstrate con.ergent lateral and creati.e t'inking (&7

Characteristics / Possible Evidence O Appl+ t'e t'eoretical kno,ledgein creating a group product marketing programme $or a speci$ic product

and market segments include all marketing mi" decisions%

9RESENTATION

6% 2'e assignment s'ould 'a.e a co.er page t'at includes t'e assignment titleassignment num*er course title module title Lecturerour assignment s'ould *e ,ord!processed and s'ould not e"ceed $rom7 555 ,ords in lengt'% A CD s$ou d %e in! uded 1it$ re#eren!es anda!!om2an


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