ASSIGNMENT 1 FRONT SHEET

Qualification BTEC Level 4 HND Diploma in Business

Unit number and title Unit 2: Marketing Processes and Planning

Submission date 8 / 11 / 2021 Date Received 1st submission

Re-submission Date Date Received 2nd submission

Student Name Nguyen Duc Quang Student ID BH00184

Class FBBA17102 Assessor name Ngo The Nam

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 Table of Contents
I. Introduction........................................................................................................................................................ 3

II. Overview of the marketing ................................................................................................................................ 3

1. The concept of marketing. ............................................................................................................................. 3

2. Overview of the marketing process to reflect the key roles of marketing. ................................................. 4
III. The role and influence of marketing ................................................................................................................. 5

1. Analyse the role and responsibilities of marketing of Laviewater company organization ......................... 5
2. Be influenced by marketing environment forces. ......................................................................................... 6
2.1 Macro environment ................................................................................................................................ 7
2.2 Micro environment ............................................................................................................................... 10
3. The significance of having effective interrelationships between marketing and different functional
departments......................................................................................................................................................... 11
IV. Conclusion ........................................................................................................................................................ 12

V. References ........................................................................................................................................................ 12

I. Introduction
II. Overview of the marketing
1. The concept of marketing.

The marketing concept holds- “achieving organizational goals depends on knowing the needs and wants of
target markets and delivering the desired satisfactions better than competitors do “ (Philip Kotler 1997)

Marketing is a social and management process in which various individuals and organizations achieve what they
want and desire by developing, supplying, and trading valuable things with others. Marketing has a significant
impact on customer perceptions and lifestyle choices. As a result, businesspeople seek ways to meet
consumers' demands and requirements by developing products and services at affordable costs.

Pricing, inventory, packaging, branding, operations and sales management, credit, shipping, social responsibility,
location selection point of sale, consumer analysis, wholesale and retail operations, industrial buyer assessment
and selection, advertising, social relationships, corporate marketing research, planning and maintenance
Operating Products are just a few examples.
 2. Overview of the marketing process to reflect the key roles of marketing.

i. Understanding the marketplace and customer needs and wants.

Understanding client requirements, wants, and demands are critical for developing market solutions that
fulfil consumer desires and establishing value-laden customer relationships. This boosts the firm's long-term
customer equity.
ii. Designing A Customer-Driven Marketing Strategy
The firm initially selects who it will serve and splits the market into client divisions. Then it focuses on
certain segments of the market or on its target market. Customers are targeted depending on their degree,
timing, and form of demand.
iii. Constructing an integrated marketing plan that delivers superior value
The marketing strategy of the organization describes which clients it will service and how it will produce
value. The marketer then creates integrated marketing strategy that will provide the targeted value to
target customers.
iv. Build Profitable Relationships
Client relationship management is the total process of establishing and maintaining profitable customer
relationships by providing greater customer value and satisfaction. Customer relationship management
strives to achieve high customer equity, or the entire aggregate customer lifetime values of all of its
customers.
v. Capturing Value From Customers
The ultimate goal of customer relationship management is to generate high Customer equity — the
entire cumulative lifetime values of all of the company's present and future customers. The larger the
customer equity, the more loyal the company's profitable customers are. Customer equity may even be a
more accurate indicator of performance than market share or current sales.

III. The role and influence of marketing

1. Analyse the role and responsibilities of marketing of Laviewater company organization
About Lavie Filtered Water Company:
Founded in September 1992, La Vie is a joint venture company between Perrier Vittel- France (owning 65%
capital), belonging to Nestlé group, a world leader in bottled water, and a general trading company. Long An
Vietnam (35% equity). La Vie was first introduced to the market in July 1994 and has grown to become the
leading brand in the bottled water industry in Vietnam.

La Vie is the first beverage company in Vietnam to

achieve ISO 9002 international certification for quality
assurance in 1999. La Vie is currently the leading
manufacturer of bottled water in the Vietnamese
market. This company is thanks to the quality products
of La Vie trusted by Vietnamese people. The trust of
users brings La Vie many quality awards such as the
Golden Dragon Award 2001, 2002, 2003, 2004 and 2005 by the Vietnam Economic Times for the best quality
products for ordinary users to choose. selected, explained Strong Effect of Vietnam Trade Promotion Agency,
High Quality Gold medal in 2007.
The role and responsibilities of marketing in the company:
 • The Laive marketing team helps the brand work to raise awareness among the people and highlight
the aspect of the brand that water is an inevitable part of life.
• Manage and supervise the activities of suppliers to ensure the output quality of products.
• provide internal company communications. Make the connection in departments more effective.
• Conduct market and customer research to increase efficiency in product promotion as well as
clearly identify the target audience.
• Managing and servicing customer relationships. By services, support programs, promotions,
customer care.
• Widely promoting the difference of the brand in terms of cool taste by always ensuring a moderate
mineral content and safety for consumers' health. Besides using the most advanced technology for
production.
• Outline the benefits of the product:

- Replenish water for the body

- Provide minerals, purify - Eat delicious, drink alcohol ...
- Helps to keep skin young, healthy and refreshed
- Anti-osteoporosis...

• Product positioning: High quality - high price. When the price of water is around lavie, it is often
higher than the products of competitors but at the same time comes with quality. When publicizing
the water source is taken from famous mineral water springs across the country compared to pure
water of other brands.
• Diversified distribution system: In Vietnam, lavie has a distribution system of up to 80,000 points of
sale including large supermarkets such as CoopMart, Big C, Lottle mart, sidewalk retail stores or
Circle K, Mini Shop, Family Mart, ..concentrated in amusement parks, restaurants and bars. Besides,
lavie also develops online distribution channels through retail trade sites such as shoppee, lazada,
tiki, etc. All of which have Lavie's products.
• Marketing the company's products continuously, from newspapers, television, or sponsorship
activities, seminars with distributors and agents. Always try to create customer satisfaction.
• Develop a form of promotion, while expanding to more remote areas of the country.

2. Be influenced by marketing environment forces.

 2.1 Macro environment
The macro marketing environment includes all of the aspects of the micro marketing environment as
well as the broad societal causes and forces that impact the market and the marketing operations of the firm.

Macro environmental forces Source: (Kotler & Armstrong, 2014, pg. 74)

2.1.1 Nature
Our country's resources are diversified; having several natural mineral springs also offers circumstances
for Lavie to expand, providing a source of raw materials for clean water manufacturing. Vietnam has a tropical
and humid climate. Because of its hot and wet qualities, monsoon gives many positive conditions to the mineral
water sector, therefore the demand for people to supply water for the body is greater.
Aside from the benefits, the natural environment presents several challenges to the firm. Natural
catastrophes such as storms, floods, and droughts occur often in our nation, forcing the organization to
confront several challenges and incur significant expenditures in overcoming the repercussions of natural
disasters. Water supplies in certain locations have been polluted as a result of increased environmental
degradation; yet, while this scenario is detrimental to the ecosystem and the homes themselves, water
contamination may also be helpful. Lavie Co., Ltd. The government has also been involved in natural resource
management by taxing enterprises that make bottled water, like Lavie.
Because the company's resources are based on nature, it will affect the price, quality and cost of mineral
water products. Thereby having a significant impact on the company's marketing strategy
2.1.2 Demographics
The urban population is 33.122.547 individuals, accounting for 34.5 percent of the total population (TDT,
2019). Vietnam, with its big population, is a prospective market for Lavie, particularly in metropolitan areas.
Recognizing this, the corporation has spent extensively in supplying a big volume of water to this market,
capable of competing with market competitors such as Aquafina and Dasani. To secure enough supply for the
market, the corporation has opened several agents from North to South. With individuals of working age
accounting for 65 percent of the country's population, it is clear that there is a high need for water. Because of
the product's convenience, bottled water is highly popular. As a result, water is "an vital aspect of existence" at
any age, according to the Lavie company's tagline. In reality, Lavie firm held the No. 1 market share in Vietnam
for mineral water goods in 2016, demonstrating that the company has recognized the trend of consuming
bottled mineral water in Vietnam, thus the company has encouraged mineral water manufacturing to supply
enough for the market.
Vietnam's beverage market is thought to be one of the fastest growing in the world. However, large
beverage corporations are increasing their investment in this area. In comparison to other industries, the
bottled water market is expanding rapidly. It is also one of the world's fastest growing non-alcoholic beverage
markets, with total food and beverage sales reaching VND 975,867 billion (BMI, Euromonitor, aggregated PHFM,
2021). Furthermore, customers are becoming more conscious about the quality of tap water and other bottled
water products. As a result, especially in large cities, they are prepared to spend money on safe, high-quality
bottled water. Given consumer knowledge and lifestyle changes, the convenience of bottled water will be a
major push for the home market. According to user feedback, Lavie is one of the top options.
Understanding the segment and range of customers will help define marketing strategies that are
appropriate for each age group, as well as meet the needs of users for that product. Thereby conveying the
correct sales message to users. Understanding the needs also helps to improve the company's visibility and
image to maintain and enhance market share.
2.1.3 Economic
Vietnam, in terms of politics, economics, culture, and society, may be stated to provide a stable
environment for firms such as Lavie to perform commercial activities with minimal hurdles. This is a problem for
Lavie in terms of how to compete in the market. As a result, the firm is always innovating technology, goods,
and improving product quality in order to overcome the aforementioned problem.
Vietnam's membership in many of the world's main economic organizations gives ideal circumstances
for firms to export their products to the rest of the globe, but it also presents numerous problems for Lavie
Company owing to competition. With numerous other international enterprises entering the market, they must
compete on pricing, markets, and consumers. Lavie may lose her footing in her own backyard if the proper
policy is not implemented.
As a result, marketing plays an important role in maintaining and growing a company's market position.
Helping the company catch up with the socio-economic development, thereby boosting production and
marketing of products, capturing a large market share as well as fiercely competing and catching up with other
competitors..
2.1.4 Technological
With the rapid growth of science and technology as it is today, it is unavoidable for businesses to use
modern technology in their manufacturing. Since 2015, the Lavie firm has used European technology to produce
bottled mineral water. As a result, the company's manufacturing costs, product costs, and market
competitiveness are all reduced. Mineral water products that are put on the market must fulfill Nestlé Waters'
requirements in order to manufacture safe and clean natural mineral water bottles.
The impact of the industrial revolution makes businesses reduce costs, increase labor productivity,
increase efficiency for businesses, thereby changing the company's marketing decisions. By marketing widely,
the company's position in the market as well as in the eyes of customers is highlighted. Thanks to technology,
the company has many ways to transform marketing, diversify marketing through digital programs, thereby
reshaping marketing, creating a springboard for competition and creating a stronger market in the eyes
consumers.
2.1.5 Political
The state has quality management, hygiene, and safety standards for bottled natural mineral water,
which must be closed and continuous while adhering to rigorous hygiene regulations throughout the extraction
process and assuring the constituents. The quality of natural mineral water is unaffected by the water source.
Regulations controlling the utilization of water resources are also in place. As a result, the marketing
department must continually be informed of policies in order to better respond to changes in political situations
as well as the degree of perfection and law enforcement in the economy. Limit political elements that have a
negative impact on the company's image.
2.1.6 Cultural
People everywhere have the tendency and need to drink bottled water, particularly mineral water.
When it comes to bottled mineral water in Vietnam, people instantly think of certain well-known brands: La Vie,
Aquafina, Dasani, and so on. The majority of the product lines are accessible via advertising channels such as
speakers. Radio, newspapers, television, social networks, etc.
 => Attitude and value standards impact product acceptability. Marketing, promotion, and product
distribution to customers will be more convenient.
Vietnamese people believe in using things that they can trust in terms of quality and status. As a result, they
seldom alter. La Vie, a firm with a long history in the industry, has seen sustained growth in its business related
to the guarantee and safety of water supplies.
=> Create a brand and a position for the product, gain customer confidence, and convince them that
mineral water is a necessary commodity in their lives.
The marketing department constantly researches and improves product quality and packaging to create
convenience in use as well as new and creative product lines suitable for young people, along with bold and
challenging slogans. awake. , create excitement for everyone. Thereby affirming the Lavie brand in the hearts of
customers..
2.2 Micro environment

2.2.1 Suppliers:

The product source is manufactured directly by the firm in the vicinity of two rivers. As a result, the
supply is assured and rigorously controlled before it reaches the buyer. Meeting the growing demand for
product and consumer safety and dependability. As a consequence, it makes it easier for the Marketing
department to study and build a marketing strategy that is appropriate for the user's market. The firm's strong
point is direct control of the supplier's sources and goods, which the company always has a very high quality
when the product reaches the consumer. Create a positive customer experience and robust support for product
marketing and customer service.

2.2.2 Intermediaries:

Lavie has a distribution system of up to 80,000 places of sale, which includes huge supermarkets,
sidewalk retail outlets such as Circle K, Mini Shop, Family Mart, etc., all of which are centered at amusement
parks, restaurants, and bars. Lavie also creates online distribution channels through retail trade sites like
shoppee, lazada, tiki, and others. Lavie's items may be found in all of them. as a result of which the firm
supplies vital items to each customer Increase brand exposure throughout the country. Extensive marketing
support throughout the distribution chain, focusing on each customer's preferred flavor. Creating momentum
for brand growth while also providing people with peace of mind..

2.2.3 Competitors:
 Aquafina, Evian, Vina Water, I-on Life, Sapuwa and Dasani are the company's direct competitors. They
are all famous corporations that are entering the market with the influence of big companies in the world.
However, early entry into the market and building a foothold in the market, as well as defining customer
categories, helps the marketing department understand the fierce competition posed by competitors, market
access and stronger competition with new entrants. Create a breakthrough and a point of difference, as well as
the trust of customers compared to rival brands.

2.2.4 Publics:

Through the community, the company has implemented many environmental campaigns, organized
local activities as well as donated to charity and invested in many campaigns to clean water sources and
protect the environment. As a result, marketing is influential, demonstrating its trust and quality to customers.
Thereby also widely spreading the brand and vision, product safety to all people.

2.2.5 Customers:

Small consumers, collaboration to utilize huge numbers for an organization or corporation, are the
company's key clients. So assisting the Marketing department in positioning the major focus is to target
customers. From there, organize marketing, promote events, and provide consumer promotions. Motivate
customers and build trust among those who haven't tried the product yet.

3. The significance of having effective interrelationships between marketing and different functional
departments
Marketing represents a fundamental company function, such as manufacturing, finance, and human
resources. All of these functions are required by the organization. Marketing's core job in the structure of a firm
is to produce clients for the business, just as manufacturing creates things. As a result, in terms of the link
between the component parts in the operational system of corporate governance, marketing is also a function
that must connect with other functions in order to achieve organic unity. Marketing managers must define
duties, goals, and marketing strategies in connection to other functions while deciding marketing strategy.
• Accounting department: marketing is a very large resource-using part of the company, the
relationship between them helps to outline new and potential future-oriented strategies and plans,
but also within the framework of the accounting department. The financial side of the company
allows. They ensure that marketing activities are aligned with the company's goals.
 • Research and development department: they cooperate with each other to find and plan product
designs. Shape the size and volume of the product when it is delivered to the customer. Marketing
department collects user's tastes and requirements for the R&D department to research and develop
products using those information sources.
• Human resources department: they are the place to spread human resource needs and provide
necessary information for the recruitment and management department. They create value for the
company by which the quality of personnel is increased.
• Production department: they work together to check and screen the product's quality before it goes
to market. Ensuring the supply always satisfies the needs of customers.
IV. Conclusion
I have generalized the concept of marketing, as well as its procedure and key functions in company,
through this essay. Lavie will be used to further highlight the importance of marketing in all aspects of the
company's operations. Although every company's primary purpose is to generate a profit, the primary duty of
the marketing system is to assure the creation and delivery of appealing products that are highly competitive in
their target markets. pepper. However, the strategy's performance is dependent on the operation of other
activities inside the organization as well as environmental circumstances. It is a two-sided interaction that
demonstrates both the unity and independence of the activities of a market-oriented organization. There is a
relationship between them, but they are utterly irreplaceable. for each other. This is essential for the company's
success.
This article has demonstrated the most fundamental parts of marketing, including its idea, role, and
effect, as well as its far-reaching impact in a corporation. However, its major impacts on other functions are still
lacking, thus I am hoping to receive a Merit for the time and work I put into this post.
V. References
iEduNote, (2020). 5 Steps of Marketing Process [online] available at:
https://www.iedunote.com/marketing-process [accessed 29 Oct. 2021]

KOTLER, P. and ARMSTRONG, G. (2018) Principles of Marketing, 17th edition. London: Prentice Hall.

Maximilian Claessens, (2015). THE MARCO ENVIRONMENT- SIX FORCES IN THE ENVIRONMENT OF A
BUSINESS [online] avaliable at : https://marketing-insider.eu/macro-environment/ [accessed 29 Oct. 2021]
OXFORD COLLEGE OF MARKETING, (2020). The Impact Of Micro and Macro Environment Factors on
Marketing [online] avaliable at: https://blog.oxfordcollegeofmarketing.com/2014/11/04/the-impact-of-
micro-and-macro-environment-factors-on-marketing/ [accessed 29 Oct. 2021]

Đao Phan Tien Duc, (2013). Nước khoáng lavie và lịch sử hình thành [online] avaliable at:
https://nuockhoangducphat.com/nuoc-khoang-lavie-va-lich-su-hinh-thanh/ [accessed 29 Oct. 2021]

The WaterMan, (2021). Những điều cần biết về nước khoáng Laive [online] avaliable at:
https://thewaterman.vn/blogs/nuoc-uong/nuoc-khoang-lavie [accessed 29 Oct. 2021]