NATIONAL ECONOMICS

UNIVERSITY BTEC HND IN

BUSINESS & MANAGEMENT
ASSIGNMENT COVER SHEET

NAME OF STUDENT
IBD REG. NO:
UNIT TITLE
UNIT / UNIT CODE
ASSIGNMENT TYPE
NAME OF
LECTURER/TUTOR
SUBMISSION
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Nguyn Hng Chin

101201115
MARKETING PRINCIPLES
Unit 4 : F/601/0556
1 of 2 (Individual Report)
Mr. JEFFERY LIM / Ms. Nguyen Khanh Van
st
October 1 Tuesday, 2013 (Ms. Lams
Of.words
12hr00)
3105
not include cover sheet, content, appendix and
refences

I,
hereby confirm that this assignment is my own work and not
copied or plagiarized from any source. I have referenced the sources from which information is
obtained by me for this assignment.

Signature

FOR OFFICIAL USE

ASSIGNMENT GRAD1

Date

Outcome

Understand
the concept
process of
marketing
(LO1)

Be able to use
the concepts of
segmentation,
targeting and
positioning
(LO2)

Evidence for
the criteria

Feedback

Assessors
decision

Explain the
various
elements of the
marketing
process

1.1

Evaluate the
benefits and
costs of a
marketing
orientation for a
selected
organisation

1.2

Show macro
and micro
environmental
factors which
influence
marketing
decisions

2.1

Propose
segmentation
criteria to be
used for
products in
different markets

2.2

Choose a
targeting
strategy for a
selected
product/service

2.3

Demonstrate
how buyer
behavior affects
marketing
activities in
different buying
situations

2.4

Propose new
positioning for a
selected
product/service

2.5

Merit grades awarded

M1

M2

M3

Distinction grades awarded

D1

D2

D3

Internal
Verification

Outcome

Evidence for
the criteria

Feedback

Assessors
decision

Internal
Verification

Assignment
( ) Well-structured; Reference is done properly / should be done (if any)
Overall, youve
Areas for improvement:

DATE

ASSESSOR SIGNATURE :

NAME:
(Oral ....................................................................................................
feedback was also provided)
STUDENT SIGNATURE :
DATE
/
/

NAME :..........................................................................................

FOR
INTERNAL
USE ONLY
VERIFIED
YES
NO

DATE
: .................................................................
.......................
VERIFIED
BY
:
........................................................................................

C
a
s
e

Rocket Skates Inc.

S
c
e
n
a
r
i
o

Introduction
Rocket Skates Inc. (RS) a manufacturer of roller-skates was incorporated
in Thailand, 2001. Empowered by highly qualified and knowledgeable
team of
personnel, RS is worldwide recognised as the leading
manufacturer, supplier and distributor of world class skates products.
Since the foundation of organisation in 2001, RS have been serving a large
number of reputed customers throughout the world capturing fifteen
percent (15%) of the market shares.
Innovative Products: RS comprehensive range of products consists of
Skates, Roller Skates and Speed Skates. All types of skates are made of
genuine grade of raw material that conforms to the international
standards. RS team of industry professionals design and develop each
product with additional attention towards the quality so as to present the
flawless products to customers. All the products sold by RS are hundred
percent durable and sustain for a longer period of time that make RS
skates widely preferred over competitors.

Pro- Series Skates

Fun-Series Skates

RS Pricing Strategy: RS manufactures two key products the Pro Series

and Fun Series. The Pro Series are targeted at professionals and serious
skate enthusiasts; and the Fun Series are specially designed and targeted
for children and the teenagers. The premium pricing strategy is adopted
for all the Pro Series line of products. For the Fun Series line of products
- a competitive type of pricing strategy is adopted to compete with
competitors. Both types of pricing strategy - premium and competitive
pricing are in line with the companys business objectives to make
their skates products reachable for all.
RS Retails Chain: All lines of RS products are only sold through authorised
dealers sports shops available in major cities. The retails shops are
specially designed based on a one stop concept where convenience,
comfort and professional advices are available for all range of customers.
In addition, RS have great reputation as the most reliable after-sales
service provider for all its range of products. RS products come with a
twelve months warranty
st
against defective parts and free services for the 1 time
products servicing.
RS Promotion: While most of the available promotional-mix is used, the
key focus for RS products are advertised through sports channels, sports
illustrated magazines, and skating events sponsorship. The company
also sponsored a sports TV programme where professional and
amateur skaters alike are interviewed and given an opportunity to
demonstrate their skills and talents in skating. The programme has
received positive respond and interests toward skating as a sport or
simply for fun.
RS Future Expansion: With the successful market growth and acceptance
of RS brand in the international markets, the company plan to invest and
sells its products, and further spread and promote the interest in skating
as a sports in Vietnam. The company intended to launch their one stop
concept retails shop in Hanoi city, Da Nang city and Ho Chi Minh city
by March, 2014.

* The above case scenario and content are created solely for
academic learning and assessment purposes only. Students
are encouraged to look for additional information and
comparison with other similar type of company.
Assignment
Brief:
You are to write a report which recommends an overall best practice of
marketing approach for RS Rocket Skates Inc. The structure of your report
must have an introduction, relevant contents and a proper conclusion
which clearly indicate your understanding and ability to apply your
knowledge of the basic marketing concepts, process and implementation
of marketing decisions. The following tasks to be answer:
LO1 (1.1) Explain each of the elements of the marketing process

needed to be considered by RS Rocket Skates Inc. in order to

successfully penetrate into Vietnam?
LO1 (1.2) Evaluate the benefits and costs of a marketing orientation
approach for RS Rocket Skates Inc.?
LO2 (2.1)
Show with details macro and micro factors that can
influence marketing

decisions of RS Rocket Skates Inc.?

LO2 (2.2) Propose segmentation criteria to be used for RS Rocket
Skates Inc. in difference markets?
LO2 (2.3) Choose a targeting strategy suitable for RS Rocket Skates Inc.?
LO2 (2.4) Demonstrate how buyer behavior afects marketing activities
in different buying situations for RS products?
LO2 (2.5) Propose a new positioning strategy suitable for RS Rocket
Skates Inc.?
GRADING
Pass
Merit
(M1)

is achieved by meeting all the requirements

defined in the assessment criteria.
Identify and apply strategies to find appropriate solutions
Characteristics / Possible Evidence using efective
approach to study concept and marketing processes, and the
benefits and costs of a marketing orientation.
Select
and
apply
appropriate
methods/techniques
(M2) Characteristics / Possible Evidence a range of methods
and techniques have been applied to macro and microenvironmental scanning, segmentation criteria, targeting
strategy and buyer behavior, and new positioning appropriate.
Present
and
communicate
appropriate
findings
(M3)
Characteristics / Possible Evidence An appropriate structure
and approach has been used to write a professional marketing
report and a range of methods of presentation like charts,
diagrams, graphs are used.

Distinction
Use critical reflection to evaluate own work and justify
valid conclusions (D1) Characteristics / Possible Evidence
creation has been used to generate and justify valid
comments and also evaluation has taken place using
defined criteria on marketing viability for RS Rocket Skates Inc.
Take responsibility for managing and organizing activities
(D2) Characteristics / Possible Evidence substantial
investigations have been planned, managed and organized in
the
process
of
marketing,
environmental
scanning,
segmentation, targeting and positioning of the products in the
desired markets.
PRESENTATION FORMAT
1. The assignment should have a cover page that includes the
assignment title, assignment number, course title, module title,
Lecturer/Tutor name and students name. Attach all the pages of
assignment brief/cover sheet with your report and leave them
blank for oficial use.
2. Ensure that authenticity declaration has been signed.
3. This is an individual assignment.
4. Content sheet with a list of all headings and page numbers.

5. A fully typed up professionally presented report document. Use

12 point Arial or
Times New Roman script.

6.

Your assignment should be word-processed and strictly NOT

exceeding 3,000 words excluding references. The number of
words count MUST be indicated at the assignment cover page.
7. Use the Harvard referencing system.
8. Exhibits/appendices are outside this limit.
9. The assignment should be not contain a bibliography but
should contain a list of any references used in the assignment.
NOTES TO STUDENTS FOR SUMMISSION
Check carefully the submission date and the instructions given
with the assignment.
Late assignments will not be accepted.
Ensure that you give yourself enough time to complete the
assignment by the due date.
Do not leave things such as printing to the last minute excuses
of this nature will not be accepted for failure to hand-in the work
on time.
You must take responsibility for managing your own time
efectively.
If you are unable to hand in your assignment on time and have
valid reasons such as illness, you may apply (in writing) for an
extension.
Failure to achieve a PASS grade will results in a REFERRAL grade
being given.
Take great care that if you use other peoples work or ideas in
your assignment, you
properly reference them in your text and any bibliography.
NOTE: If you are caught plagiarizing, you could have your
grade reduced to zero, or at worst, you could be excluded
from the course.

10

Contents
I. Introduction.....................................................................................................9
II. Relevant contents.........................................................................................10
LO1 (1.1): Explain each of the elements of the marketing process needed to
be considered by RS Rocket Skates Inc. in order to successfully penetrate
into Vietnam?..................................................................................................10
LO1 (1.2): Evaluate the benefits and costs of a marketing orientation
approach for RS Rocket Skates Inc.?.............................................................13
LO2.1: Show with details macro and micro factors that can
influence marketing decisions of RS Rocket Skates Inc.?.........15
LO2 (2.2): Propose segmentation criteria to be used for RS Rocket Skates
Inc. in difference markets?..............................................................................17
LO2 (2.3): Choose a targeting strategy suitable for RS Rocket Skates Inc.?. 18
LO2 (2.4): Demonstrate how buyer behavior affects marketing activities in
different buying situations for RS products?..................................................19
LO2 (2.5): Propose a new positioning strategy suitable for RS Rocket Skates
Inc.?................................................................................................................22
III. Conclusion:................................................................................................23
IV. Appendix....................................................................................................24
V. References...................................................................................................26

11

Assignment
I. Introduction
Rocket skate Inc. (RS) is a manufacture about skate in
Thailand, RS company has established since 2001, and now this are
12 years, from the small company, recently, they are a big company
in Thailand, has 15 percent of the market shares.. Furthermore, they
are leading manufactures, supplier of the world about skate.
Orter lattgrert] the cpanaty company, t become a big
arroudnd. All types of skates are made by professional between
design and develop the product quantity.
- RS Pricing Strategy: RS company have two main keys of
product, that are Fun-series and Pro-series. The Fun series are
suitable for young people who lack or start playing skate. Besides,
The Pro-series are suitable for luxury customer who want to have
specially designs, and values in products.
The process of marketing the company's RS is highly
professional, so the product should borrow strategies may be higher.
the marketing of the company created the convenience, comfort
million investment and the development of the outlets of the
company.
In the near future, the company plans to invest in a
completely new market and Vietnam's potential, and projected RS
brand will appear through three retail stores in Hanoi, Ho Chi Minh
City, Da Nang in 2014.

12

II. Relevant contents

LO1 (1.1): Explain each of the elements of the marketing process
needed to be considered by RS Rocket Skates Inc. in order to
successfully penetrate into Vietnam?
RS Company is a large company with a long tradition in
Thailand and until this point has been 12 years. But Vietnam is a new
market, a mix-market, a whole new market for sport Skates. So
having an excellent marketing process is the most important thing for
the company RS to get the success in introducing products to
consumers in Vietnam market.

1. Analyze:
Vietnam and Thailand are two completely diferent markets.
So the market analysis here is completely diferent. Going into detail,
in Vietnam, rocket skate a new sport, risky and suitable for young
people who are passionate about the challenge. To be able to get big
traffic to the company's shop, RS need to open a pilot store in Ho Chi
Minh city or Ha Noi city before. Why is Ho Chi Minh and Ha Noi City
before, because there are simply densely populated in the country,
the play spaces for young many and varied. Besides, at the present
time, the two companies have also invested skates into Vietnam
markets as Flying Eagle and Bamskateshop. These are two of the
Chinese and UK manufacturers specializing in skateboard.

13

-Bamskateshop: there are only 4 branches shop in Ho Chi Minh

city. In terms of pricing, stores have many products with diferent
prices, variety series, design quality is pretty good assessment. The
only minus point is its only store in Ho Chi Minh City

(http:patin.vn)
Price: 2.000.000VND
-Flying Eagle: with the same minus point, Flying Eagle have
just only store in Ho Chi Minh city. Flying Eagle Skate only services for
the customer who want to be a professional with luxury skate, so
price of UKs brand is not cheap
Looking
standpoint
customer needs,
and
market
trends,
young
people
are
missing
the
skateboarding
products in Hanoi.
This will probably
be an advantage
for the RS company to invest in market is fertile. One of the
first store in the center of Hanoi, with good quality, gives users
two distinct product lines: Fun series and Pro series will make
sure to attract a large number of customers.
2. Strategy:

14

Strategy customer: Entering into a completely new market,

every company interested in their customers, what target customers
of the company's RS is? That is customer loyalty, RS company need to
have the specific strategy to bring its many loyal customers. Because
they are the most profitable investment, they will buy more of their
products, besides maybe they will also introduce their friends to the
product. So that customer loyalty must be the top strategy of the RS
company
Strategy Price: To be successful in a new market, RS company
should have a clear strategy and clear aim to create long-term
competitive advantage to rivals. With the two key products series are
Fun and Pro the manufacture want to follow the diferent customer.
Firstly Fun-series are targeted children and the teenagers who the
first playing Skate. Secondly Pro-series are specially designed for
professional who has more experience in this game. Furthermore
Price is other key strategy of RS company. They want all of their
customer must have ensure the absolute safety and have more
choices in price. Consequently, the premium pricing strategy is
adopted for all the Pro Series products and Fun Series have
competitive price.
Strategy in Future: RS company wanted to increase stability,
gain confidence in the customer's mind in Vietnam, wants people to
accept them as an international brand. The company expects to
invest and sell their own products, thus spreading and promoting the
interest of the customers in Vietnam to skate as a sport art.
3. Plan and Execute:
These questions will be the goal of building RS companys
marketing plan.
A successful RS companys marketing plan to fully answer
7 questions
Question 1: What is your marketing purpose?

15

Question 2: What is your target market?

Question 3: What are your strengths?
Question 4: The benefits and competitive advantage is
what?
Question 5: What is your business features ?
Question 6: You will use these tactics, strategies and tools
to implement marketing activities?
Question 7: You will spend how much money on
marketing activities; budget for your marketing is how much?

Understanding the market and competitors: new

market with 2 compertitors
Customer insights: youth and skate enthusiasts
have influence on company RS
Choose the one appropriate segment: urban like
Rocket skate than rural
Develop a marketing message: "one stop
concept"
Way
of
maketing
RS
company
choose:
advertising,internet,FB
Set sales goals and marketing
Marketing budget

Plan of
RS
Prepare

RS company should do the Maketing in small scale with one

store, combining advertising in TV or in Internet.
If the first store brings high performance, RS comapany should
open more branch in Hanoi and other cities in Vietnam

Excute

LO1 (1.2): Evaluate the benefits and costs of a marketing

orientation approach for RS Rocket Skates Inc.?
With a Marketing approach is marketing concept, customercompany RS is the most important factor, the product should be based
on customer demand. Company RS Vietnam market access by the
assertion of the brand and quality of company products. As a leading
manufacturer of Rocket Skate, supplier and distributor of products
world class skis, RS confident will bring the best service to customers
in Vietnam. With its two product lines is Pro-series and Fun-series(All
types of skates are made of genuine grade of raw material that

16

conforms to the international standards), RS company service enough

for the needs of diferent players, from amateur to professional with
competitive price. And a special company that RS is the way they
distribute their products, All lines of RS products are only sold through
authorized dealers sports shops available in major cities.
From the overview, RS company may be have two marketing
orientation approach like as Marketing concept and Product concept.
However Product concept in RS company is not fulfill. Because product
concept enhances the quality, performance (What the customer
needs) and innovation eforts. In case study, RS companys
information shows that they took care about quality and performance.
In more detail, they have two series of their product are Fun-series
and Pro-series for two kind of people. Its quality and performance. But
case study does not mention to the innovation of RS company. Thus
marketing orientation approach of RS company is Marketing concept.
Benefit RS Company
Product benefits

Service benefits

RS company provide the satisfaction the

customer from their quality products thereby
increase sales of the company, bringing in
profits for RS
Increase the supplier-customer relationship to
be wider and promote the transaction
process.

Image benefits

Having a good marketing and good product

quality is an important step towards the
development of the RS company's image in
Vietnam and next step is the other nationals
image, and reach to the new market in the
world
Relational RS company finding its own loyal customers
benefits in Vietnam and connecting customer with
organization

Cost of RS company
Money, time and energy cost: The firm obtains revenue and incurs
costs by providing benefits (Marketing principle-page 67). to have
successful, profitable, the first thing that companies should do not
spend money, time and efort. RS company needs to find out what
their customers like, want anything in the company's products. That is
the cost and time to do customer research. Besides, the company also
takes time and money to recruit trained staf. Customer research and
manpower recruitment are two important factors that RS company
need to have

17

Psychological cost: is the reduction of cost When the change in

purchasing decisions of customers by companies providing a full range
of information related to products, prices and detailed composition,
production, etc. for goods

LO2.1: Show with details macro and micro factors that can
influence marketing decisions of RS Rocket Skates Inc.?
1. Micro Factor Marketing:
Strengths
-A new company with the
professional in Thailand and
in the world
-Variable
product
and
competitive price, diferent
designs
-All products are original and
are made by raw materials
that
conform
to
the
international standard.

Weaknesses
-Lack of experience when the
first invested in Vietnam
-Have no loyal customers

Opportunities

Threats

-Vietnam is one of the

developing
economies
in
Southeast Asia, has an open
door policy, so the company
will enter the market RS
Vietnam easier
-In Vietnam, people tend to
use high-quality products,
eye-catching and beautiful.
in Vietnam, having many
Supermarkets of Thailand, it's
easy to introduce RS products

-Diferent
competitor
companies, specialism from
Chinas products and UKs
products
-RS The company's products
are professional products, but
in Vietnam the lack of places
to play sport, young people
often have to slide on the
road quite dangerous. Few
investors are willing to invest
a playground for the young
professional
- The Vietnams weather is
not good for avoid prevent
18
product from musty.

2. Marco Factor Marketing:

Political analysis:
Thailand is a country with the political instability, frequent disputes
between political parties. In contrast to that, Vietnam is a perfect market for investors
like RS company because the mechanism is a party leaders. The people here love peace,
country does not have war. If RS company invests in Vietnam, they will have a stable
future, dont need worry about distribution product.
Economic analysis:
-In Vietnam, income per capita annual growth, income per capita
annual growth demonstrates the living standard of the people of Vietnam annual growth,
to many people in the middle class and richer, poorer less. Thus people in Vietnam will
interest in playing skate. In addition, the CPI in 2012 increased compared to the previous
year, indicating the purchasing power of the people is rising by annual
- The marketing scale:Vietnam is a country with a population
increase, reaching a total of nearly 90 million people, the population structure of Young

19

labor. And that is the strong point for the RS company may develop in Vietnam because
Rocket is a sport skate fit youth.
- The number of workers in Vietnam so much more, this is the basis
for future GDP growth. When access to the Vietnam market, company RS can easily find
the qualified employees. In addition, the number of women workers is relatively large,
this is the object that RS marketing company need most to marketing, because they are
the people who willing pay money to but rocket skate
Technological analysis:
- RS company should have a system to save the people who have
bought their products. This will cornerstone to review Loyalty Customer.
- RS company should focus on paying by bank card because in
Vietnam, people like to pay their money by card.
Environmental and Social analysis: have less impact analysis to the RS company should
or should not invest in Vietnam
Legal analysis:
-Vietnams legislature confirms they will reduce the corporate
income tax rate in 2013. The tax will cut from 22 to 25 percent to encourage the
investment of foreign company.
-Prime fashioned review identified nine types of goods and services
sold to companies in the EPZs, such as insurance, banking, postal,
telecommunications ... VAT tax rate of 0% instead of 5% as Decree 158/2003.
LO2 (2.2): Propose segmentation criteria to be used for RS Rocket Skates Inc.
in difference markets?
Market segmentation must focus on the marketing mix (4Ps), RS company
may divide its market based on three types of customers, customer groups, customer
groups based on needs, target customer. Criteria of marketing segmentation for RS
company are geographical, demography, psychographic,
behaviorism. Firstly,
geographical, RS company will take the store in three big city ( Da nang city, Ha noi
city, Ho Chi Minh city ). This is good for RS company for distributing products easily.
Secondly, demography, RS company should focus on younger customers. Because they
are willing to pay money to get RS company's products, because they are interested in
the design and quality of the skate. Thirdly, psychological, If RS company want to sell
more and more and products in Vietnam, they need to create crowd effect. Because all
people in Vietnam have psychological curiosity when they see a crow. Lastly,
Behaviorism is the same life style, trends of customers who are followed by RS
company. Based on the actual situation, with a potential market like Vietnam, RS
company should combine geographical and demographical so there may be a market
segmentation strategy in Vietnam. This combination for the RS company a new vision, a
customer orientation and age appropriate for the company's products

20

LO2 (2.3): Choose a targeting strategy suitable for RS Rocket Skates Inc.?
From the manager Marketings view of RS company, a targeting strategy suitable must
be accessed by the point of marketing mix coordinate with differentiated. And the most
important thing is creating more loyal customers to RS company.

Place: the manager should retail the office or store near playing place.
Price + Product: From general and best view RS company should choose the
differentiated strategy. Recently, In the world, Apple is a big company, their strategy is
differentiated. They just focus on the product, quality of their service, product. They
want their product to become the best in the world, they add more value into their
product, if the customer love that, price of product will not be a problem, Apple will be
price maker. Apply for RS company, they should take care more and more about their
product, if the customer in VN love RS product, they will pay any money to buy that. To
more detail product of RS company, they have two kind of products are Pro-series and
Fun-series. If the choose their strategy is differentiated they should focus on Pro-series.
RS company add more and more value in Pro-series to make attract by young customer,
they will buy it even Pro-series are too expensive.
Promotion: Advertising is the best way to introduce RSs product to customer.
People: RS company should use entrepreneurial structures, all power around the owner
manager for easy to control employees.

21

Process: In the first time, RS company use the products that were bring directly from
Thailand. After getting achievement in Vietnam, they should take a factory in here,
company will discount the price to travel product from Thailand to Vietnam
Physical Environment: Facilities of store, company that manager should take care. From
designing view of store with air conditional, etc. RS company target is equip facilities for
customer to be satisfaction.
LO2 (2.4): Demonstrate how buyer behavior affects marketing activities in
different buying situations for RS products?
A. B2C (Business to Customer)

Stimulus

Process

Response

Culture
Social influence
Reference group
Marketing mix

Psychological factors
Physiological factors
Perceptions and feelings

Attitudes and beliefs

Buying behaviors
Buying practices

Choosing Pro-series are the main products to develop the RS company in

Vietnam. Above model is SPR (SOR) model-customer to show how buyer behavior
affects marketing activities of RS company.
1. Stimulus:
Factors affecting stimulating of consumers to buy such RS products must
tell culture, social influence, reference group and marketing mix. Perhaps influenced by
factors that are most important are social influence and marketing mix with the below
details.

22

2.

Process:

Motivatio
n

Perceptio
n

Psycholo
gical
factors

Learning

Attitudes

Regarding Maslows Hierarchy of Needs

3. Response: After having particular analysis about the marketing, customer will having
response with market. This is called is B2C of marketing.

Need recognitionInformation search

Evaluation of alternatives
Purchase decision
Post-purchase evaluation

This is time that customers choose the product or company is at the

company's marketing process give the results. Based on all these factors, firm-level
information about the product, it is time the customer has decided to spend the money to
buy the pro-series products of companies or not.

23

O rg a n iz a tio n B u y in g b e h a v io r

B. B2B (Business to business)

When marketing to business, the logic of the product by focusing more on
functional characteristics. Emotional factors in the decision process usually does not play
an important role. Therefore, with B2B, there are factors influence organizational buying
behavior with RSs product

Environment Forces

Organizational Forces

Group Forces

Individual Forces

- Environment forces: Economic outlook: domestic and global of RS

company
- Organization Forces: Goal, objectives and strategies of RS company
It is from the above factors, a business customer can evaluate and purchase
decisions of the company RS

Problem Recognition
General Need Description
Product Specification

Order-routine specification Supplier Selection Proposal Solicitation

Value Analysis

Supplier Search

24
Performance Review

LO2 (2.5): Propose a new positioning strategy suitable for RS Rocket

Skates Inc.?
Current position strategy of the company RS is so simple, so look on the
aspect as a marketing people, company need to change their strategy confirm position in
the market in Vietnam

Product and Price Positioning Strategy:

High Price

Pro series

Low Quality

High quality

Fun series
Low Price
With two major product lines, RS company can assert its position in the market
through product, price and quality of the product. Products of RS company are in both the
mid-range segment and luxury segment. Luxury goods, the quality and the price is also high.
With mid-range segment, the product will have cost less than luxury but the quality will not
high. However the provision of adequate information and the quality of the product,
combined with the suitable marketing strategy, RS company can fully assert its position on
the Vietnam market. This approach can make a difference in the brand for the company's
products, the advantages of this approach in the long term and short term will help the
company gain trust from customers. That is the best positioning strategy for the RS company.

25

III. Conclusion:
In sum up, this assignments provide the most objective assessment of the
marketing problem when a new company invest in Vietnam's market, specially
companies RS company, a company with professional in skate. Looking perspective
to marketing professionals, RS company has full weaknesses, strengths and
opportunities and threat for development in Vietnam with customer segment diversity.
Vietnam is a new market potential, development in Vietnam will also help the RS
company can trade with different markets and expanding business in the ASEAN
region.

26

IV. Appendix
LO2.4:
1.
Stimulus:
With a product line of the company Pro RS , stimulating young people to buy
products not difficult . That depends on the Cultural Factors . First to mention is that
personal preferences of the young when they want to own a luxury branded product RS .
Besides, not to mention the crowd effect . If in a group with the same interests , the same
view , play together and someone purchase a RS products, make sure the other members
will also buy products company Pro -series . It is not too unusual in Vietnam, while the
appearance and Facebook community page will have more young people known for RS
skate brand if a member who has more followers of that community to share information
like " I bought the Pro -series products , and it is best skate I have ever love" (Reference
groups plus secondary groups). In other case of social factors, primary groups, in a family
have two kid or twin kid, one child buy RS product, the other still buy it.
2. Process:
Regarding Maslows Hierarchy of Needs
1) Self-Actualization: a consumer's self-development and realization
2) Esteem: a consumer's sense of self-esteem, self-recognition, and
social/economic status in the world
3) Social: a consumer's sense of belonging and feeling loved in their
environment
4) Satisfaction: a consumer's sense of security and level of protection in their
environment
5) Physiological: a consumer's basic need for food, water and shelter
The level of demand increases from 1 to 5. RS company need to remember that
motivated people are ready to buy. This is a hierarchy of satisfaction of customer. RS
marketer should find their information about customer where they are to have a suitable
process. Because, Skate is a sport, with the customer, when they satisfaction general
needs like food, water, love, family, etc. they will think about playing sport.
Next to the perception, How a consumer determines what they will buy is heavily
influenced by their perception of the situation they are in at that moment in time
http://marketmedialife.blogspot.com/2012/11/marketing-101-pyschological-factorsof.html . One of the most massive forms of environmental stimuli is advertising. RS
company should create a special ads and a slogan. Slogan and ads is very important,
because it helps customer to remember this product. For example, Sonys Slogan Make.
Believe, Apples slogan Think different.
3. Response:
After having particular analysis about the marketing, customer will having response
with market. This is called is B2C of marketing.This is time that customers choose the
product or company is at the company's marketing process give the results. Based on all
these factors, firm-level information about the product, it is time the customer has
decided to spend the money to buy the pro-series products of companies or not.
A. B2B (Business to business)
When marketing to business, the logic of the product by focusing more on
functional characteristics. Emotional factors in the decision process usually does not play
an important role. Therefore, with B2B, there are factors influence organizational buying
behavior with RSs product

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- Environment forces: RS company choose Pro-series is the main product,

a promising product line while developing in Vietnam. In Thailand, the RS has a certain
image in the eyes of consumers, now expanded to a customer is business, frankly, not
only in Vietnam, Pro-series has many prospects development in the world
- Organization Forces: RS company want to start with premium product
like Pro-series to begin the scale become a big company about skate in Vietnam. Besides
RS company want people think skate as the sport, a new sport.
- It is from the above factors, a business customer can evaluate and
purchase decisions of the company RS
LO2.3:

Place: the manager should retail the office or store near playing place.
For example, as the RS companys plan, they will take place at three big cities in
Vietnam are Ha Noi, Da Nang, Ho Chi Minh. But the question is Where is the store in
that cities. Like a managers marketing of company, RS company should take their place
near Mi Dinh stadium, Thong nhat park or somewhere are same. Because when the
customer buy their product, they can have a good views and good place to try
immediately.

Price + Product: From general and best view RS company should

choose the differentiated strategy. Recently, In the world, Apple is a big company, their
strategy is differentiated. They just focus on the product, quality of their service, product.
They want their product to become the best in the world, they add more value into their
product, if the customer love that, price of product will not be a problem, Apple will be
price maker. Apply for RS company, they should take care more and more about their
product, if the customer in VN love RS product, they will pay any money to buy that. To
more detail product of RS company, they have two kind of products are Pro-series and
Fun-series. If the choose their strategy is differentiated they should focus on Pro-series.
RS company add more and more value in Pro-series to make attract by young customer,
they will buy it even Pro-series are too expensive.

Promotion: Advertising is the best way to introduce RSs product to

customer. Manager of company should use hi-tech or social network to introduce their
product because the main customer is young people. Besides, when they open the shop,
they should have sale promotional per month to attract the customer. One side, RS
company may focus on the main customer is Royal customer than other customer to
encourage the customer to be royal customer.

People: RS company should use entrepreneurial structures, all power

around the owner manager. Because RS company is the new company in Vietnam, begin
growing, this structure is really good. Besides, when interviews employees, they must
notice with attitude of employees when they service customer.

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V. References.

References
Anon., 2012. [Online]
Available at: http://www.mof.gov.vn/portal/page/portal/mof_vn/ttsk/3312584?
pers_id=2177092&item_id=80619834&p_details=1
[Accessed 29 september 2013].
Anonymous, 2013. [Online]
Available at: http://www.empowernetwork.com/bimbim/blog/5-secrets-to-buildyour-customer-loyalty/
[Accessed 29 September 2013].
Ngc, M., 2013. [Online]
Available at: http://baodientu.chinhphu.vn/Gop-y-Hien-ke/GDP-binh-quan-daunguoi-dang-tien-toi-moc-1900-USD/178582.vgp
[Accessed 29 september 2013].

Ltd, B. H., 2013. [Online]

Available at: http://www.boldhorizon.co.nz/marketpositioning.php
[Accessed 25 September 2013].

A.I.O.U.PAKISTAN, 2010. [Online]

Available at: http://www.slideshare.net/waseembhatti/the-marketing-concept
[Accessed 28 september 2013].

Dave Samuels, D. M., 2013. [Online]

Available at: http://smallbusiness.chron.com/examples-positioning-strategymarketing-10166.html
[Accessed 27 september 2013].

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