Marketing Environment of the True Milk
Autor: LanAnh0302 • May 13, 2017 • Research Paper • 4,550 Words (19 Pages) • 1,469 Views
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HANOI UNIVERSITY
FACULTY OF MANAGEMENT AND TOURISM
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TH TRUE MILK’S
MARKETING STRATEGY
Lecturer: LƯU THỊ THẢO NGUYÊN
Tutor: PHAN THỊ KIM NGÂN Tutorial: TUT 5
Students: Nguyễn Chi Mai 1406090044
NguyễnThịNgọc 1406090060
LâmThịHuế 1306090037
NguyễnThịThơm 1406090069 NguyễnVănKhánh 1406090037
Subject: PRINCIPLES OF MARKETING
Hanoi, 20thMay, 2016
TABLE OF CONTENTS
Executive Summary 1
I. Introduction 2
II. Analysis 2
1. TH True Milk’s current situation 2
2. TH True Milk’s marketing environment 2
2.1. Market description 2
2.1.1. TH True Milk’s target segmentation by age 3
2.1.2. Targeted market 4
2.2. Product review 4
2.3. Competitive review 5
2.4. SWOT Analysis 6
2.4.1. Strength 6
2.4.2. Opportunities 7
2.4.3. Weakness 7
2.4.4. Threats 8
3. Evaluate TH True Milk product’s marketing strategy 8
3.1. Positioning 8
3.2. Pricing strategy 10
3.3. Distribution strategies 11
3.4. Marketing Communications strategies 11
4. Control 12
III. Conclusion 12
References 13,14
EXCUTIVE SUMMARY
TH Milk Joint-Stock Company, December 26th, 2010, introduced its product “TH milk” to the market for the first time. The current products that TH True Milk has been offering to Vietnamese market are pasteurized milk, UHT Fresh milk, formula fresh milk and TH true yogurt. With the high quality of the products and high unique technology used in milking process, in long-term, TH Corporation not only tend to develop domestically and becomes the biggest provider of pure milk but also integrates into the international market. In this project, our group is targeting specific segments in the market. We divide this project into two main parts: current marketing situation and the marketing strategies with action plans.
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