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Marketing Environment of the True Milk

Autor:   •  May 13, 2017  •  Research Paper  •  4,550 Words (19 Pages)  •  1,327 Views

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HANOI UNIVERSITY

FACULTY OF MANAGEMENT AND TOURISM

------oOo------

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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