BANKING ACADEMY, HANOI
BTEC HND BUSINESS (ACCOUNTING)
ASSIGNMENT COVER SHEET

NAME OF STUDENT
REGISTRATION NO.
EXAM TITLE
ASSIGNMENT NO
NAME OF ASSESSOR
SUBMISSION
DEADLINE

(Gina), (Julie)
Class: S08
ANOVA MILK: Finding the right formula
1 of 2
Martin Ortega-Azurduy
TO BE ADVISED

We, __________________________ hereby confirm that this assignment is our own work
and not copied or plagiarised from any source. We have referenced the sources from which
information is obtained by us for this assignment.

________________________________

_________________________

Signature

Date

MKT A1 Sept 2014
1


---------------------------------------------------------------------------------------------------------------FOR OFFICIAL USE (Course Administrator)

Exam Received By:

Date:

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Unit Outcomes
Evidence for the
Outcome

Understand
the concept

criteria

Feedback

Explain the

of the marketing
andprocess of Evaluate the
benefits and costs

marketing
of a marketing

1.2

orientation for a
LO1

selected
organisation

Be able to

Show macro and

use the

micro

conceptsof

environmental

segmentation

factors

,

whichinfluence


targetingand

marketing

positioning

decisions

2.1

Propose
segmentation
LO2

criteria to be used

2.2

for products in
different markets
Choose a

2.3

targeting strategy
for a selected
product / service

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Verificatio

decision

1.1

various elements

Internal

Assessor’s

n

First

Re-

attem

wor

pt

k


Evidence for the

Outcome

criteria

Feedback

buyer behaviour
2.4

activities in
different buying
situations

Propose new
positioning for a

2.5

selected
product/service

Pass
Grade Awarded
Referral

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Verificatio


decision

Demonstrate how
affects marketing

Internal

Assessor’s

n

First

Re-

attem

wor

pt

k


FEEDBACK

Overall, you’ve:
passed:
all outcomes
1.1 / 1.2 /  2.1 /  2.2 / 2.3 / 2.4 / 2.5


referral:
all outcomes
1.1 / 1.2 /  2.1 /  2.2 / 2.3 / 2.4 / 2.5

Areas for improvement:
To achieve a pass, you need to meet all the requirements set inthe assessment criteria
more relevant answer
better knowledge
more and better explanation
more organization specific examples
more analysis
more critical thinking
improve in your class attendance
put in more effort in your studies
do not plagiarize with same answer as another student in prepared notes

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ASSESSOR SIGNATURE

DATE

/

NAME:
(Oral feedback was also provided)


STUDENT SIGNATURE

DATE

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

FOR INTERNAL USE ONLY
VERIFIED

DATE

YES

NO

:....................................................................

VERIFIED BY :..................................................................
NAME

:...................................................................

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/

/

/ 2014



In addition to the above PASS criteria, this assignment gives you the opportunity to
submit evidence in order to achieve the following MERIT and DISTINCTION grades
Grade Descriptor

Indicative characteristic/s

Contextualisation

M1 Identify and

An effective approach to

To achieve M1, you would have shown

apply strategies to

study and research has been

an effective approach to the

find appropriate

applied.

orientation, concept and philosophy in

solutions


marketing ANKA milk products in
Vietnam.
(Task 1)

M2 Select / design

Relevant theories and

To achieve M2, you would have shown

and apply

techniques have been

the use of SWOT,STEEPLED,

appropriate

applied.

competitive forces and other theories

methods /

and techniquesincluding cost and

techniques

buyer behaviour that affects ANKA
marketing.

(Task 1 and 2)

M3 Present and

A range of methods of

To achieve M3, you will have used

communicate

presentation have been used

accurately a range of methods of

appropriate

and technical language has

presentation (tables, graphs, flowcharts

findings

been accurately used.

etc), and technical language
throughout your report highlighting
your findings in the marketing of
ANKA products in Vietnam.
(Task 1 and 2)


D1 Use critical

Conclusions have been

To achieve D1, you will have drawn

reflection to

arrived at through synthesis

conclusions linking between

evaluate own work

of ideas and have been

segmentation and a suitable targeting

and justify valid

justified.

strategy and positioning of milk/dairy

conclusions

products, clearly justifying the
thoughtfulness and coherence of your

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suggested strategies. (Task 2)
D2 Take

Activities have been

To achieve D2, you will have

responsibility for

managed.

demonstrated self-organizing and time

managing and

management skills in your draft and

organising activities

final report, keeping records of
research activities, tasks division
within the group and feedback
received. You must provide an XLS
file showing this account.
(Task 1 and 2)

D3 Demonstrate


Receptiveness to new ideas

To achieve D3, you have shown

convergent /

is

coherence among all parts, ensuring a

lateral / creative

Evident

logical fluidity, and, providing well-

thinking

thought and original strategies.
(Task 1 and 2)

Task 1 (LO 1: 1.1, 1.2 and M1, M2, M3, D2)
Andy de Boer and his team have been hired to provide marketing advice for Anova Milk on the
promising Vietnamese formula market. As a member of Andy’s team you are in charge of
providing a well-structured marketing brief for Andy.
You have been asked to prepare a 20 to 30 presentation slides (with accompanying notes) and a
brief marketing audit to Andy and the rest of the team to understand the concept and process of
marketing.
Explain the various elements of the marketing process Andy’s team should follow for

marketing ANOVA MILK JSC(LO 1.1) and also evaluate the benefits and costs (you may
assume relevant quantitative figures) of your recommended marketing orientation for ANOVA.
(LO 1.2)
To achieve M1, you would have shown an effective approach to the orientation, concept and

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philosophy in marketing ANOVA products in Vietnam.
To achieve M2, you would have shown the use of SWOT (see also STEEPLED, competitive
forces for task 2) and other theories and techniques including cost and buyer behaviour that
affects ANOVA marketing.
To achieve M3, a range of methods of presentation have been used and technical language has
been accurately used by you in your findings in the marketing environment of ANOVA
products in Vietnam (see also task 2).
To achieve D2, you will have recorded how you have organized all your research activities and
tasks for this section (see also task 2). You must submit your records on an XLS file to achieve
D2.
To achieve D3, there should be a clear linkage and logical flow between all parts(see also task
2)

Task 2 (LO 2: 2.1, 2.2, 2.3, 2.4, 2.5 and M2, M3, D1, D2)
Prepare a report on possible targets and product positioning (at least 3 formula milk products)
based on your findings for members of Andy’s team. TIP: Your report should include the macro
and micro environmental factors (LO 2.1), buyer behaviour which influence marketing
decisions (LO 2.4), propose segmentation in the differing markets (LO 2.2), targeting strategy
(LO 2.3) and market positioning (LO 2.5)of ANOVA MILK products in Vietnam.
To achieve M2, you would have shown the use of (SWOT from task 1), STEEPLED,
competitive forces and other theories and techniques including cost and buyer behaviour that

affects ANOVA marketing.
To achieve M3, a range of methods of presentation have been used and technical language has
been accurately used by you in your findings for marketing ANOVA MILK products in
Vietnam.
To achieve D1, you will have drawn conclusions and justified the links between segmentation

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and a suitable targeting strategy and positioning of MILK products.
To achieve D2, you will have recorded how you have organized all your research activities and
tasks for this section (see also task 1). You must submit your records on an XLS file to achieve
D2.
To achieve D3, there should be a clear linkage and logical flow between all parts(see also task
1)

Task
checklist

Summary of evidence required by student

Corresponding
Los

Prepare 20 to 30 presentation slides (with accompanying notes)
Task 1

and a marketing brief related to the various elements of the
marketing process and the benefits & costs of a chosen marketing


LO 1.1, LO 1.2

orientation in ANOVA MILK.
Prepare a report on possible targets and product positioning (at
Task 2

least 3 formula MILK products) based on your findings for
ANOVA MILK.

MARKETING PRICIPLES

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LO 2.1, 2.2,
2.3, 2.4, 2.5


Prepared for:
Lecturer: Martin Ortega-Azurduy
Assignment 1: ANOVA MILK: Finding the right formula
Banking Academy, Hanoi

Prepared by:
LePhuongMai – Gina
NguyenThanhNgoc - Julie
Registration No.: ITP F08-047, F08-055
Word Count: 1455 words


SUBBMIT DAY: 13thApril 2015

Table of Contents

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I.

Introduction....................................................................................................................... 13

II. Body.................................................................................................................................. 14
1.1: Evaluate the various elements of the marketing process............................................... 14
1.2 Evaluate the benefits and costs of a marketingg orientation for a selected organisation14
2.1 Show macro and micro environmental factors which influence marketing decisions....14
2.1.1 Micro environmental factors........................................................................................14
2.1.2. Macro environmental factors...................................................................................... 14
2.2 Propose segmentation criteria to be used for products in different markets:..................15
2.3 Choose a targeting strategy for a selected product/ service:...........................................17
2.4 Demostrate how buyer behavior affects in different buying situations:......................... 17
2.5 Propose new positioning for a selected product/service.................................................18
III.

Conclusion :...................................................................................................................20

IV.

Reference.......................................................................................................................20


I.

INTRODUCTION

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ANOVA is a joint-venture company. ANOVA is official on stream in 2003. This
company makes high quality products to meet the demands of ranch and
aquaculture. Recently, ANOVA is the prime manufacturer in Veterinary Medical
Technology and maritime products. Besides, ANOVA standard is recognized by
WHO- World Health Organization. (Anova,n.d)

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II.

BODY
1.1.

Explain the various elements of the marketing process

a. Situation Analysis: Doing situation analysis help organization identify opportunities to
satisfy unfulfilled customer needs.
- P5F Analysis:
- SWOT Analysis:
- STEEPLED Analysis:

b. Marketing Strategy:
The marketing strategy then involves:
-

Segmentation: children from 0 – 4 years old
Targeting
Positioning the product within the target market
Value proposition to the target market
c. Marketing Mix Decisions
- Product
- Price
- Place
- Promotion
d. Implementation & Control
1.2.
Evaluate the benefits and costs of market orientation for ANOVA
Market orientation can be defined as business philosophy whereby focus on what
costumer wants and needs, then making strategy based on their market research; from the
product development through to products sales. The costumer is truly king. By using this
orientation, ANOVA will enhance its imagine and its position in milk market.
II.1.

Macro and micro environmental factors which influence marketing

decisions
II.1.1. Micro environment factors
We will discuss about the intangible (brand, intellectual property) and tangible factors
(infrastructure, building, financial, machines) of ANOVA, then give out some human
research.(people, training, development)
-Strengths, weakness of ANOVA

II.1.2. Macro factor marketing
-Opportunities and threats of ANOVA
-STEEPLED analysis
-Porter of five forces

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2.2 Propose segmentation criteria to be used for products in different markets
2.2. Segmenting customer market.
2.2.1. Choice of market segmentation.
To target a certain group from within a population, segmentation is used. Having
chosen market orientation, as costumer is the core factor of the business.
Psychographic and lifestyle segmentation is the best recommendation among
segmentation variables. This segmentation use opinions taken from the research of
people’s lifestyle, people’s activities and habit to define the market segment.
We divided the market into these segments:
Criteria
Age
Consumption

S1
0-6 months
High

S2
6-12 months
Medium


S3
1-4 years old
High

Demand
Preferences

Benefit

High
-Gain weight

Medium
-Healthy

Medium
Medium
-Height

required

-Be healthy

digestive

development

Taste

-Vanilla


system
-Vanilla

-Be healthy
-Chocolate

Conveni

flavour
-Large box

-Large box

flavour
-Large box

ence
Sugar

-Small box
Low

-Small box
Low

High

-City


-City

-City

-Countryside

-Countryside

-Countryside

content
Geography

As divided into three main segmentations, we will have a clear orientation. The consumers
are children from 0-4 years old. The first disadvantage is that children cannot recognize what
they need in order to grow strong and be healthy. Another problem is that they do not have
enough money to buy milk themselves. Their family elder members are the one who buy milk
for them, especially is the mothers. The element that these mothers most concerned is the
nutrition, hygiene and the flavour of the product. Their child needs a good product to grow up
healthy. Price is also a worthy element. The average consumption of a children each day is
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about 4 -5 glass per day. So it takes average 2 cans powder milk per month to use up. If the
price is reasonable, it will reach high consumption and attract many mothers. The
consumption is average high because children take up a major part in Vietnam’s milk market.
We should divide the size of box into two sizes because it will serve for two purposes. A large
one is often used to put at home. The larger is the size, the cheaper is the price. A small one is
used for going out, for holiday or vacation. It will be more convenience and save more rooms

for the luggage. On the other hand, low sugar content for segment 1 (S1) and segment 2 (S2)
because at this time children have not had consciousness yet. They will not identify if the
milk is sweet or not. Low sugar content will also save more money for ANOVA. High sugar
content for S3 will bring to some advantages. First, it has been confirmed that children who
drink flavoured milk 1) drink more milk overall, 2) have better quality diets, 3) do not have
higher intakes of added sugar or total fat, and 4) are just as likely to have a healthy body
composition as children who do not consume flavoured milk. That is why health
organizations such as the American Academy of Pediatrics and the Academy of Nutrition and
Dietetics approve of flavoured milk in children’s diets. (healthyeating, n,d). Secondly, high
sugar content will make the product greasier, have sweet-smelling and it will make children
like them and ask for more.
For example, we choose segmentation for children from 1-4 years old
This type of product is able to describe the main characteristics according to
Definable

the requirements of costumers, satisfy the demand of customers who want
their children form 1-4 years old.
-The popular trend in Vietnam now is height development. This product (S3)

Sizeable

will satisfy that demand. By making this product meets the market trend it
will definitely catch customers’ attention.

Reachable

Relevant

2.3.


This product (S3) will be distributed to the entire retail stores in Vietnam in
order for costumers to buy it when they want to with good price.
The chocolate flavour is the tasty one, it will attract children. It will not be
confounded with other segments because of its functions and taste.
Target marketing strategies

ANOVA should choose focused marketing for ANKA on segment S3.

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Marketingmix Segment3
This segment is for children form 1-4 years old. This is the time that children have
consciousness. They will know what they like or dislike. This is the quite tough time
for parents because they cannot force their children to drink the milk that they do not
want to. In general, market usually does not realize the important for bringing up the
children at this time. If we choose chocolate flavour, it will be delicious and greasy
that make children like. On the other hands, the trend now is height development;
parents will also pay attention to the products like this. Of course, reasonable price is
also another thing that decides the final payment. ANOVA will have some difficulties
in justifying between the good price and the high quality product.
2.4.

Demonstrate how buyer behavior affects marketing activities in different

buying situations
1. Individual buyer behavior
2. Organization buyer behavior


2.5.

Propose new positioning for a selected product/service
High sugar content

Low benefit required

High benefit required

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

Segment 1

Low Sugar content
ANOVA needs to build a new position, develops and then achieves good position in the milk
market. According to the above the mapping, we can clearly set a new position for ANOVA.
ANKA milk products want to be known as high benefit-required with low sugar content.
This will help ANKA Milk attract more customers by helping children be healthier and gain
weight with good price. So this new position is suitable for ANOVA and in order to perform
it, ANOVA will have to invest money on researching the high benefit-required but also incur
great expenses in the very first step. This will result to a long term benefits for ANOVA and
close relationship with customers.

III.

CONCLUSION


Market is a place where businesses’ activities can be participated in, besides that the
businesses can implement their strategy to enhance their profits and gain more market share.
Market milk is always competitive and there are many competitors such as Vinamilk, IDP,
Nestile, ect. To develop and maintain position on the market, the research provides solutions
and benefits of marketing in Vietnam market for ANKA. By applying those strategies
marketing, ANOVA can produce ANKA milk, develop it and meet customer needs and
hopefully that will lead to profits for the company and the stakeholders.

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REFERENCES
Anon, n.d. Anova [Online], Available at: />Anon, n.d, Netmba [Online], Available at:
/>Anon, 2014, Baomoi [Online], Available at: />Anon, n.d, Anova [Online], Available at: />MKT A1 Sept 2014
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Anon, 2014 , Vnexpress [Online], Available at: />Anon, n.d, Weatheronline [Online], Available at:
/>Anon, n.d, Anova [Online], Available at: />Anon, n.d, Anova [Online], Available at: />Anon, 2014, Vnexpress, [Online], Available at: />Nguyễn Văn Tứ, 2009, Master of Business Administration, Quản Trị Chiến Lược,
MGT510, p.58
Anon, n.d, [Online], Available at: />
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