Swot Analysis

The Group offers a wide range of models, and its motorbikes are sold under the SYM and SANDA brand names locally and also internally. It also produces motorbike engines and parts for internal use and export as well as selling and providing services associated with moulds to make die-cast and forged metal parts.

During the financial year of 2010, the Group has achieved successful execution of its business strategy of providing high performance products and high value added services to its high quality demand customers. For the year ended 31 December 2010, an aggregate of approximately 193,500 units (of which approximately 126,000 units and 67,500 units are scooters and cubs respectively) were sold by the Company in Vietnam and approximately 36,900 units were exported to ASEAN countries (mainly the Philippines, Malaysia, Thailand, Indonesia, Singapore, Brunei and Myanmar), representing an increase of 8% and 20% respectively over the previous year.

Due to the increase in the overseas markets demands, export sales increased by US$7.0 million during the year of 2010. The quantity of engines exported increased by approximately 14,000 units from approximately 11,000 units for the year ended 31 December 2009 to approximately 25,000 units for the year ended 31 December 2010.

The above data has been based on a real life organisation, but details have been changed for assessment purposes and do not reflect the current management practices.

Role:

You are a marketing executive in VMEPH, Vietnam. You have been approached by your Sales Director and requested to write a detail report on marketing programme which covers all the elements of marketing mix to help successfully launch these exciting new products in Vietnam. Sales Director wishes to obtain your report in various areas as below: