- Propose segmentation criteria to be used for products in different markets based on the analysis of Sunshine Company.
- Choose a targeting strategy for our product Direction T-shirt.
- Demonstrate how buyer behaviour affects marketing activities in different buying situations.
- Propose new positioning for a Direction T-shirt.
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Main body.
I. Investigate the concept and process of marketing .
1a. Explain the various elements of the marketing process.
1a.1: mission, vision, and objective.
Vision: make different when everyone go travelling. It is logos which is printed in our T-shirt, can help the people know where they want come that dont go astray. Along with the material isnt harm for the environment.
- Vision to 2015: . Most of product of the company is known as leading tourist fashion with quality and quantity by the all customer in the all continent.
Mission: make a different in style, bring the comforts, fashionable and active for everybody.
Objective (2011- 2015).
- To make the most profit as possible.
- To raise revenue up to 16% in 5 years .
- To open extra five branches in major tourist areas in Vietnam: beaches (Da Nang, Nha Trang, Ha Long), famous landscapes (Sapa, DaLat, Hoi An) and the major cities as Hanoi, Ho Chi Minh city.
- To estimate product output at the end of 2015 to an increase 5 times compared to the same period last year.
1a.2: situational analysis.
1a.2.1: board trends.
- Markets: tourist areas in Vietnam as Hanoi, Ha Long, Hue, Da Nang, Ho Chi Minh City. These places are the most attractive place to tourists so I believe that if we set stores here, the profit will be maximize.
- Customer: the product is produced to suitable with each customer in all genders, ages, cultures.
- Competitor: Bamboo, boo, Tracy fashion. Those are famous fashion brands and they have existed in Vietnam for a long time.
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1a.2.3: marketing audit ( 7s analysis).
7S includes Strategy, Structure, Style, Staff, Skills, System and Share Value.