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BTEC HND IN BUSINESS
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Unit 4: Marketing Principles
Anka - Marketing Mix
2 of 2 (Group Assignment)
Martin Ortega-Azurduy
To be advised

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

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Student ID

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Date

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SO7: MKT A1/1 QCF June 2014

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FOR OFFICIAL USE (Course Administrator)
Assignment Received By:

Date:

Unit Outcomes
Internal
Outcome

Evidence for the

Feedback

Assessor’s decision

Verifica

criteria

tion
First

Re-


attempt

work

Understand
the
individual
elements of

Explain how
products are
developed to
sustain

the

competitive

extended

advantage

3.1

marketing
mix

Explain how


3.2

distribution is

LO3

arranged to
provide customer
convenience

SO7: MKT A1/1 QCF June 2014

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Internal
Outcome

Evidence for the

Feedback

Assessor’s decision

Verifica

criteria

tion


Explain how
prices are set to
reflect an
organisation’s

3.3

objectives and
market
conditions
Illustrate how
promotional
activity is
integrated to

3.4

achieve
marketing
objectives

Analyse the
additional
elements of the

3.5

extended
marketing mix


Be able to
use the

Plan marketing

marketing

mixes for two

mix in

different

different

segments in

contexts

consumer

4.1

markets

LO4
Illustrate

4.2


differences in
marketing
products and
services to
businesses
rather than
consumers

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Internal
Outcome

Evidence for the

Feedback

Assessor’s decision

Verifica

criteria

tion

Show how and
why international

marketing differs

4.3

from domestic
marketing.

Merit grades awarded

M1

M2

M3

Distinction grades awarded

D1

D2

D3

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Internal
Outcome


Evidence for the

Feedback

Assessor’s decision

Verifica

criteria

tion

Group Assignment
 Well-structured
 Not Well-structured

 Reference is:
 done properly
 is not done properly
 should be done (if any)

Overall, you’ve:
 passed:
 all outcomes
 3.1 /  3.2 /  3.3 /  3.4 /  3.5 /  4.1 /  4.2 /  4.3
 referral:
 all outcomes
 3.1 /  3.2 /  3.3 /  3.4 /  3.5 /  4.1 /  4.2 /  4.3
Areas for improvement:


DATE

ASSESSOR SIGNATURE

/

/

NAME:

(Oral feedback was also provided)
STUDENT SIGNATURE
SO7: MKT A1/1 QCF June 2014

DATE

/

/
5


Internal
Outcome

Evidence for the

Feedback


Assessor’s decision

Verifica

criteria

tion

NAME :.................................................................................
FOR INTERNAL USE ONLY
VERIFIED
DATE

YES

NO

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

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

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

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MARKETING PRICIPLES


Prepared for:
Lecturer: Martin Ortega-Azurduy
Assignment 1: Anka - Marketing Mix
Banking Academy, Hanoi

Prepared by:
Lê Phương Mai – Gina
Nguyễn Thanh Ngọc - Julie
Registration No.: ITP F08-047, F08-055

Table of Contents

I. Introduction...............................................................................................................................9
II. Body..........................................................................................................................................9
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3.1. Explain how products are developed to sustain competitive advantage.................10
3.1.1. Product life cycle.......................................................................................................10
3.1.2. New product development.......................................................................................11
3.1.3. Relation between PLC & NPD:..............................................................................12
3.2. Explain how distribution is arranged to provide customer convenience....................13
3.3. Explain how price are set to reflect an organization’s objectives and market
condition...................................................................................................................................15
3.4. Illustrate how promotional activity is integrated to achieve marketing objective.16
3.5. Analyse the additional elements of the extended marketing mix.............................16
4.1. Plan marketing mixes for two different segments in consumer markets for Anka

milk...........................................................................................................................................18
4.2. Illustrate differences in marketing products and services to businesses rather than
consumers................................................................................................................................20
4.3. Show how and why international marketing differs from domestic marketing........23
III. Conclusion............................................................................................................................28

I. Introduction
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
3.1. Explain how products are developed to sustain competitive advantage
3.1.1. Product life cycle

Chart 1: Product life cycle (Deonbotha, n,d)
The product life cycle is the cycle that every product in every business has to go through. So
does ANKA in ANOVA, it has been through 4 stages
Introduction: When ANKA has not yet been popular in market, the turn-over is still low. All
the effort of ANOVA in this period is to concentrate on the development of distribution
Growth: In this stage, Anka has become more popular and it will gain more profit from
selling . However, there are big competitors in the market such as Vinamilk, TH True Milk,
IDP,…Anova usually concentrates on augmenting the emersion of ANKA.


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Vietnam is growing up every day. Therefore, the demand of customer about product will be
higher and higher. To fulfill customer’s needs and wants, Anova needs to develop product’s
quality
Maturity: The trend of turn-over at this stage is stable or maybe decrease because of the
saturation of milk market. This phase is almost reach to the peak of product life cycle. This is
also the stage that the company start thinking about new product or change a different
packaging to impress customer and enhance the professional image.
In this time, the turnover and profits will sharply reduce. To improve this situation, ANOVA
can introduce new product or sell it to others market place. This is the last phase of product
life cycle. To extent its life, Anova can create new product to the replace the former product
which is no longer popular in dairy market. The new product basically has the same function
like the old one but be developed into a new generation. It will achieve better quality and
more attractive design.
3.1.2. New product development

New Product development process
Idea generation and screening: Once ANOVA has its position in the market, ANKA will
also be popular to the customers. To maintain its brand, ANOVA must create new product. By

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making a new product, customer will have more choices. And if it is good and attractive

customers enough, it will get more revenue and profit for the company.
The new product may name “Anka gold”. It will concentrate on the new segment
of the market. The functions of the product therefore will be different from Anka. It is still
formula milk but have some more flavors and new features.
Concept development and Testing:
Anka gold will have new design with the main color is gold  show the completely
design of Anka. Moreover, it will have new flavor such as strawberry, cacao. Anka gold helps
children not only be healthier but also add more nutrition and make children more energized,
improve body resistance, make them more active.
“Anka gold” will have to pass all the regulation about hygiene, nutrition and flavor.
Marketing strategy: Anova will release to market a new product. Anova will identify the
different ways to access customer and promote their product.
Business Analysis: The advantage from building this new kind of product is that ANOVA can
enhance their technology in developing new product, widen their range of product and its
image in the market.
Product development: The age that can drink Anka gold is from 1-5 years old. Anka gold
will supply the nutrition that good for children health, develop their height, add more mineral
into their diet and in their daily activities.
Test marketing: It will be tested through the target customer. Anka gold may be sent to some
kinder garden or hospital, super market for children to try. They will try and give out their
opinion about Anka gold’s flavor, the smell, the design. Then Anova will adjust “Anka gold”
until it satisfy the majority.
Commercialization: Anka gold will be advertised through mass media, sent to retailers such
as Big C, Metro, Coop Mart. There will be some promotion to advertise this product like try
first, buy one get one, sale at low prices.

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3.1.3. Relation between PLC & NPD:

Every product will have a life cycle. At different life cycle stage, product requires different
strategies. At the introduction phase, Anova create product that just a basic product. The
profit may be really low or negative, the costumer’s feedback will also very little. When Anka
reaches to the growth phase, product strategy will be more diverse. The sales volume will
increase. This create opportunities for Anova to offer product extensions, create new
customer services that listen to customer’s opinions and bring out new campaign, new project
to ensure customer’s rights and warranty. At maturity, the profit will go down. Anova needs
to diversify their brand and models to attract customer, make some features changes for
Anka. Finally, the decline is the period that product going to an end. Therefore, the profit will
sharply reduce. This is the time that Anova needs to phase out weak items, design new
product that meets customer’s requirements. Anka will develop but it can avoid from being
declined in the market. To satisfy customer’s needs and wants, the company will need to
develop their product or introduce a new product into milk market. This action will keep
Anova’s position still stable in market and show that Anova has lots of choice for customer. If
Anova wants to create successful new product (Anova gold), they have to understand
customer’s requirements, milk market and other competitors. Moreover, they need to develop
Anova gold that deliver superior value to customers. Anova has to careful calculate all the
problems that might occur such as the difficulty in distribution, the small sales volume at the
very first start, the reaction of customer or their competitors’ action.

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3.2. Explain how distribution is arranged to provide customer convenience


Supplier
(Kerrygroup)
a. Supplier

Factory
(KerryGroup)

Distributor

Customer

Nova group has invested over US$50 million in developing modern dairy cattle farms
and product distribution systems in Ireland. Kerry group in Ireland and Nova will
focus on developing a system for tracing product origins – from raw materials to final
product — to ensure their best quality and the safety of children. (Scenario, 2015)
b. Factory (Manufacture)
Anka Milk products will ensure international standards like FDA and Codex,
produced under the control of European standards. Anka milk has made market
research to find the most suitable nutritional ingredients for Vietnamese children.
Then the nutritionists of Kerry group create new product based on information they
get. In addition the product is researched and designed in accordance with the
nutritional needs of children in Vietnam. The nutritionist Kerry was based on
information about child nutrition Vietnam Nutrition Institute to create products that
meet international standards and suitable for the child's state of Vietnam. All
ingredients are fress milk, which are produced entirely in Europe and tranfer the
finished products to Vietnam. (vnexpress, 2014). Therefore, Anova will ensure their
best products quality and the safety of children while using their products.
c. Distributor
The most common way of distributing is to provide products to big retailers such as:
Big C, Metro. Anka needs to make contract with these retailers to keep shelves to

place the products.
Moreover, Anka milk should be placed in the position which easy to see and easy to
reach, put among others milk products. In addition, convience stores such as Shop &
Go, K-store are places where people usually buy products.
Anka milk should build their own retail stores which can provide safe and qualified
products to customers. The store’s facility must built with the modern design and
special interior materials, as well as the upgraded methods in preserving the best
products. Milk is not only preserved carefully under the best conditions but also
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placed neatly on the shelf which is convenient for consumers to find their wanted
goods. Having their own store, customers can be able to choose product easier instead
of finding among many different products in the supermarket. Moreover, these stores
have to be opened in many parts of Vietnam. In big cities like Hanoi and Ho Chi Minh
City, Anka’s stores should be in situated 5 to 10 stores in many crowded streets where
it can attract people and people can find it easily. However, in countryside, Anka
should provide products to the convenience stores instead of building their own stores
because the people’s demands are less than those in the cities.
Anka should invest to build a website to sell products online to distribute products
widely to many part of Vietnam and to the end-users. This is a way of distributing
products directly. To do this method effectively, Anka must have staffs to receive
orders and staffs to deliver products to customers on time
Related to geographical distribution, Anka must arrange product system suitably. In
big cities, Anka must distribute large quantities of products not only to big
supermarkets but also convenience stores. Otherwise, in other parts, anka should
provide smaller quantities of milk products.
d. Customer

Anka milk is formula milk which is used by children from 0 – 4 years old. Children
have not had consciousness yet, so parents will decide what to buy for their children.
Anka needs to focus on promoting their products to parents, especially mothers.

3.3. Explain how price are set to reflect an organization’s objectives and market
condition.
Market objective 1:

Market objective 2:

Grow sales volume unit by 7% in

Increase brand recognition by 25% in

P/S 1:

2016
-One Anka milk product weight

2016
-Once Anka milk weight 900g should

Psychologica

900g should be 329.000 VND.

be 438.000 VND

l Pricing


- This price seems to be cheaper

-This reasonable price includes good

but ANOVA still gets profit from

quality can make customer remember

the product. Customer will buy

to Anka. It will help to enlarge

ANKA more, by doing that, the

Anova’s brand and spread its image.

sales volume of ANOVA will
P/S 2:

increase.
- For example, Physiolac 3ER is

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-The price will be 20% from other

14


Competitive


389.000VND, Celia Expert 3 is

competitors’ products.

Pricing

410.000VND, Cumart Bio is

To make a difference, the quality will

665.000VND.

be the main factor. Anka is the

 The price 329.000VND for

product that is local brand but made it

Anka is suitable. It is cheaper

Europe.

than other competitors but quality

Anka will be the product that have

still remain. This is an advantage

foreign quality but only with local


of competitive pricing. Customer

price.

will find Anka is cheaper but they

This pricing strategy will be the

still get benefits from it like other

factor that decide Anova position in

products. They will be willing to

dairy market

pay for it.

3.4. Illustrate how promotional activity is integrated to achieve marketing objectives
Marketing Objective 1:

Marketing Objective 2:

Grow sales volume unit by 7% in

Increase brand recognition 25% by in

Endorsemen


2016
2016
Anova can hire Thu Minh- a singer Anka Milk can hire celebrities such as

t

who is pregnant to be Anka’s

Tang Thanh Ha or Ho Ngoc Ha to

representative. She will talk about

promote for their brand. Both of them

the experience of herself when

have children and they are reputation

using Anka milk products.

and prestige with Vietnamese people.
Therefore, if they promote for Anka
milk, many people will recognize

Direct mail

Anka must have a system to send

anka milk and try to use products.
The detailed commercial and Anka’s


mail about Anka products to

characteristics and the trend of

people. This mail will show details

formula milk recently will be directly

about information, quality, price of

sent to mothers. They can access the

the products and events or free

latest information of Anka milk

trials. As a result, if people feel

product. Mail can consist the image of

interested, they will buy and try

celebrities promoting Anka milk

Anka products.

product. This will help Anka get more
reputation.


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3.5. Analyse the additional elements of the extended marketing mix
People

Staff

All Anova’s employees need to have deep understanding about
Anka which means that they have to know about children
development and necessary nutrition. Having had the help of Kerry
group, Anova’s employees can access new information and learn
experiment from Kerry Group.
Both customer care service team and salesman need to have
thorough knowledge about Anka, intelligent and professional. They
will be willing to serve customer with enthusiasm and friendly

Manager

attitude
The managers play an important roles in serving customer.
Managers do not direct contact with customers but they are the one
who make plan, control operation of the business, and make
decisions about financial, get employees to accomplish goals and
objectives. They will establish project, campaign, distribute the
division of work for employees, and guide them to serve customer

Consume


the best.
Anova aims to target to children from 0-4 years old. This is the

r

potential consumer. But at this age, children have had
consciousness yet, so the customer will be mothers or fathers. They
will experiment for their children. After observing their children
change after used Anka milk, parents will direct give out their
feedback. Customer care service will provide them all answer about

Process

Selling

Anka, information about Anka.
At the places that Anka is distributed, staff will give advice
customer to choose product, explain the features of Anka. They
must be friendly and enthusiasm with customer, make them feel
satisfied and happy. Besides, Anova needs to provide shipping

Physical
evidenc

Process

system to ship Anka direct to customer.
This system will be built to take care of customer after they have


of

bought Anka. Staff will get feedback and explain everything about

handling

Anka that customer still not clearly understand.

customer

Anova needs to create some customer service line such as their

complaint
Uniform

website, email, phone line.
The uniform should be blue t-shirt with Anova logo in the front and
with a picture of a happy baby drinking Anka milk at the back of

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16


e

shirt. The logo is on the heart which means that Anova will
produce, supply and serve customer with all their ardor and
passion. Moreover the picture at the back shows the main
consumers of Anka that is baby and emphasize on Anka milk

Website

product.
The main color of website should be in blue and white, the cover
image should be a picture of Anka milk’s farm. It will make
customers feel that they are coming to the real farm to get Anka
milk product. Website must have clear category like: history of
Anka milk, products and theirs detail ingredients, order online,
news, promotional plans, contact Anka milk. Anka milk’s website
should developed in both Vietnamese and English to help not only
local but also international customers to buy products.

4.1. Plan marketing mixes for two different segments in consumer markets for Anka
milk
S1 (0-6 months)

S2 (1-4 years)

The time that every infant will

The time for developing children, sell for people who

need to drink milk, sell for every

have life confition

class
Product: the regular product

Product: premium product


Package: - tin box  light but

Package: - tin box  light but stable

stable, saving cost material.

-Beautiful design  attractive customer, especially

-Design: simple design, print

children. Print picture of a kids who is playing kite

imagine of an infant who is

with his friends. The kite was design with the logo

drinking his bottle of milk. That

Anka on  fly with the dream, make your child

bottle of milk will have Anka logo

healthier, more intelligence and more active Anova

on

should not hesitate to invest in packaging. Although

 build a specific image and


after this campaign Anova can take disadvantage of

show that this product is use for

sale prices, but they can offset stronger revenue

infant from 0-6 months

growth and consumers remember the brand more

-Branding: infant formula, be

-Branding: children formula, develop height, add

healthier, gain weight, provide the

more nutrition, improve body resistance

necessary nutrition
-Price: apply psychological
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-Price: apply competitive pricing, lower 20% than
17


pricing

other products but product is made in Europe  high


-Suggestion price: 329.000VND

quality with technology advanced but still remain

(900g)

reasonable price.

 lower than others in market

-Suggestion price: 420.000 VND for 900g

 attract customer, save money for Nan Nga 4 (800g) : 525.000 VND
customer, enlarge Anka imagine
Distribution:

P100 (900): 450.000 VND
Distribution:

Logistics: can be distributed in all

Logistics: Can be sent to supermarkets in Hanoi, Ho

63 cities and provinces in Vietnam

Chi Minh.

Supply Chain: After being


Supply chain: Not only can customer buy Anka milk

distributed, Anka will be sold in

in distributed places but they also can buy them in

supermarkets, convinience stores.

personnel line selling.

Customer go to there and buy
product
Promotion: enclosed with each

Promotion: To prepare for the Lunar New year event,

can of milk is a small book about

Anova has to design, packaging and print new

the need of drinking formula milk,

package of Anka to convey message to consumers 

and the nutrition and technology

show that Anova give attention to customer and want

that Anova had been applied into


to advertise their product

Anka to make it become the best

-Invite Do Nhat Nam – the boy who is famous for his

choice for their child.

intelligence to advertise Anka.

-Establish some senior?? talk

-Sponsor for “Dancing with the stars”, “Perfect

about how to grow children

couples”, “Good night, kids”, “Do Re Mi”

-Free trial, buy one get one project

- Direct mail: send direct mail to mothers to advertise

-Make commercial on VTV1,

Anka  direct contact with customer and give more

VTV3, Internet, make poster on

information about Anka.


supermarkets.

 a careful marketing strategy and large amount of

 promotion requires a normal

investment

amount of investment
People :

People

Staff: Anova should have a team

Staff: Anova needs to establish a team of marketing, a

of marketing and sales have

team of nutritionist, a team will research customer’s

experience. They are people who

needs and wants, a team of direct delivery product, a

understand the requirements of

team who take care of loyalty customer and potential

consumers through regular access


customer

to customers at many sales places.

These team need to be skillful and intelligent,

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Customer: is the one who brings

professional and timely analyze and determine market

revenue for Anova. They only

direction and trends of consumers.

chose product because of its good

Customer: normally these customer have good life

price and quite good quality

condition or they don’t mind the price, they just care

Managers: will supervise all the


about the premium quality. Their feedback need

business activities, make sure that

monitoring carefully and regularly.

Anka satisfy majority

Managers: will lead Anova into success. Any ideas
will be considered and carefully planned by them.
They will arrange every tasks and divide the
responsibilities, motivate the employees, present for

Process:

the face of Anova.
Process

The process is quite simple, like

This selling process will be diverse:

most of other products. Customer

-Online sell (through website, Facebook, Twitter fan

go to supermarkets (Big C, Metro,

page)


Lotte Mart,..) or convenience store -Personal selling: sell between mother and mother,
(Shop n go, 24h shop, K-mart,..)

direct contact with Anova’s staff to receive at home

to buy Anka

-Telephone line: make a call and employees will

Employees only need to deliver

deliver Anka

Anka to those places for customer
to pay for them.
Physical evidence

Physical evidence:

Uniform: t-shirt with blue is the

Uniform: Light blue chemise  look professional

main color

Website: well decorated, detailed information about

Website: simple, easy to

everything related to product.


understand and look up for

-Use the imagine of famous singer, such as Thu Minh

information

4.2. Illustrate differences in marketing products and services to businesses rather than
consumers
Product (Anka milk)

Service (KFC)

Produ

Anka is produced with advanced

KFC provides customers with many

ct

technology. It is a high quality product

kinds of fast-food: Fried chicken, fried

with many function to grow up

potato, hamburger, drink: pepsi, Fanta,

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19


children: Gain weight, Be healthy,

milo, coffee, ice-cream. They are also

Healthy digestive system, height

tasty too.

development, reduce eating disorder,
Price

Place

add nutrient
Price will include distribution cost,

KFC adopts the cost based price

fixed cost, variable cost, VAT,

strategy. Price of product includes the

government tax…

government tax and excise duty,


Customers won’t come direct to the

variable costs and fixed cost, VAT,…
Place strategy of KFC is simpler than

factory to buy products. Anka milk have

Anka milk because customers will

to distribute their product to retailers

come to the stores.

and convenience stores (Big C, Metro,

KFC has opened more than 100

Lotte Mart, Shop N go, K-mart,..) or

restaurants in Vietnam: 59 in HCM

through online selling website:

City, 17 in Ha Noi, and many stores in

vatgia.vn, ebay.com, lazada.vn,

other parts of Vietnam

yes24.vn,…


KFC developed online order system
through phone line, website, or KFC

Prom

Anka milk has more promotional

application in smartphone.
Advertising on TVs and magazines

otion

activities to persuade customers to buy

through a slogan: “finger lickin’ good”

products because there are many strong

or “So good”

competitors in dairy market. Anka milk

KFC’s promotion is focused more on

now should focus on adverstising, free

experience of customers when trying

trial, discount to make the brand more


KFC products and how customers feel

popular. Therefor, Anova can show that

about the service of KFC.

they focus on quality and ingredients of

KFC has variety of promotion

product.

programs:

To convey the message to customer,

-buy more get more with kfc: when you

Anova should make a slogan:

buy KFC, you will get discount base on

-

the quantity you bought

Your child is our child
For a better future


-Enjoy coffee with KFC: in launching
time, KFC will offer you the best price

Peopl

Employees and staffs must have wide

for sampling
Staffs who work at restaurant don’t

e

knowledge about products and

really need to have high education,

ingredients of products

instead of that, they need working skill

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20


Manufacturing: Employees who takes

to communicate with customer. The

responsibility for making the product do


requirements of KFC when they recruit

not have to be sociable, they just need

staffs are: staffs must be fluent,

to follow the process and finish the

energetic, have passion for servicing

work with high performance.

customer; have good health and nice

-Only employee takes responsibility for

appearance; graduated high school with

selling and promoting need to have

standard English.

deep knowledge and certification. They

-Employees take responsibility for

have to understand and make a timely

selling and promoting KFC need to


decision, have capability to predict the

have deep knowledge about customer’s

market trend

needs and wants, how to serve them

Proce

Customer process: Anova needs to have

best.
For customers who use meal at the

ss

phone line to answer all customer’s

KFC fast food restaurants: Firstly,

questions, advice about how to use

when customers come into restaurants,

Anka the most effective way, give

staffs will welcome you. Then while


recommendation about growing the

you ordering, they will explain detail

children.

information of each food. After that,

 Having their own script

they ensure that how long will they

Sale process: The most common way

bring food for you. For customers who

when customer want to buy Anka is to

order online: After you order, you will

go supermarket, retail or convenience

receive a confirmation and kfc will

store. Or they can buy online through

inform you about the order and

selling website


delivery time. Customer can direct give

-Anka will be placed in the same dairy

out their opinion about the service

shelf in every store make customer

whether it is good or bad, fast or slow,

easier to find and can compare Anka

the attitude of staff through phone line,

price and quality with others products.

feedback paper, email, and website.

Physi

Uniform: employees are provided with

Decoration of KFC restaurants are all

cal

blue t-shirt with printed Anova logo in

based on 2 colors: red and white and


Evide

the front and baby who is drinking milk

Colonel Sanders symbol present for

nce

at the back

enthusiasm and passion of KFC to

Website: anova.com.vn. It is launched

serve customer. All restaurants have air

both Vietnamese and English

condition, toilet, and good decoration.

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21


 for customer to learn about Anka and

Uniform are red T-shirt and black cap

provide Anka detailed information,


which help customer to identify KFC

enhance the professional image of

brand.

company

Website of KFC have tone of red and
white too. It is set up both in
Vietnamese and English language
which is easy for not Vietnamese but
also foreigners staying in Vietnam to
order food.

4.3. Show how and why international marketing differs from domestic marketing.
Factor
Social

Domestic (Vietnam)
The population of Vietnam is about

International (Ireland)
The population of Ireland in 2012 was

92 million (Wikipedia, 2015), this is

approximately 6.4 million (Wikipedia,


a potential for develop in dairy

n.d)

market. However, the demand of

They have habit of drinking milk. So

drink milk still low because people

they always care about high quality

Technolog

do not have habit of drinking milk.
-Technology Product quality

nutritional milk
Ireland has advanced technology of

ical

management according to ISO

dairy systems in order to produce the

quality management (quacert, n.d)

best milk for citizen


-Vietnam has cooperated with many
foreign company to produce good
quality milk.

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Economic

The economy's rapid growth

- The economy of Ireland is a

Vietnam has had a positive impact on modern knowledge economy,
domestic purchasing power.
- WTO pressure to compete for

focusing on services and high-tech
industries and dependent on trade,

business.

industry and investment. In terms of

- Import tax milk products have

GDP per capita, Ireland is ranked as


reduced which create favorable

one of the wealthiest countries in the

conditions for imported dairy

OECD and the EU-27 at 5th in the

products increased.

OECD-28 rankings as of 2008

- Inflation, rising gasoline, price

(Wikipedia, n.d)

increases

-Consumer Products is a leading

Environm

Vietnam’s climate can be divided as

supplier to the food retail sector
Ireland has rainy climate and grassy

ental

a tropical and a temperate zone and


green countryside (Bloomberg, 2015)

has a high rate of rainfall, and high

 suitable to graze livestock

humidity (weatheronline, n.d). This
climate may make it hard to preserve
Political

Legal

milk product.
Vietnam is also a peaceful country

-Requirements about food safety very

without war and terrorism. The

seriously

government has many policies to

-Because of the stable political, it

support milk industry for running

will help Anova to develop the


business. However, Vietnam is a

business.

mixed economy so government stills

- The ending of the EU’s milk quota

plays the big role in market. Anova

regime - arguably the most important

has to abide by strict laws and

policy shift in the bloc’s agriculture

legislation in Vietnam. There are

regime in a generation (ft, 2015). This

many laws such as VAT, corporation

will be also an advantage for Anova

taxes, employees and also follow the

to enlarge its position in market place

environmental laws
In Viet Nam, Anka milk quality is


Anova will have to follow the food

controlled by five ministries. Anka

legislation, all laws about food safety.

milk products will be carefully
Ethics

examined.
Have many policies to protect human Have many policies to protect human
rights, buyer rights. But the process

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rights, buyer rights but the
23


and supervision are not tight, cause

government supervises very strict,

many disadvantage for buyers.

always aims to bring the best for

Demograp


The market in Vietnam is a potential

buyers.
Ireland has the highest birthrates in

hic

market with people among them

the European Union. Interestingly,

children less than 15 years old

nearly a quarter of babies born in the

accounted for 26%. Beside the

republic were to mothers born outside

demographic structure of Vietnam is

the country (forbes, 2013) potential

youth population with the growing

for Anka develops

rate at 1% is a chance to develop
fresh milk (Wikipedia, n.d)


Domestic (Vietnam)
Package should be made from tin 

International (Ireland)
Package should be made from tin quite

easy to use, more stable, compelling

stablepreserve Anka better

design

-The ingredients, nutrition of Anka must in

-Anka must ensure the ingredients,

high quality to build Anka’s position and

nutrition and hygiene to attract

can compete with other competitors.

customer
The supply chain in Vietnam is quite

After receiving raw milk from farm, Kerry

complex. After importing Anka from

group will transport it to manufacturer to


Ireland which was produce by Kerry

produce Anka, then move Anka to

Group. Anka will be moved to

warehouse. From that, Anka will be

warehouse. Then Anka will be

distributed to retailers. Moreover, an amount

distributed to retailers such as Big C,

of Anka will be exported to Vietnam. The

Lotte Mart, convenience store,…

transportation process might be through

through road or rail. Customer will

road, rail, air or sea imports and sea exports.

Promot

buy Anka from there.
Advertising based on Vietnam’s


Culture: Commerce based on the popular

ion

culture. ANOVA can advertise

trend in the world. A image of a celebrity

ANKA through mass media ( Gia

who is well known for her well care for her

Dinh Magazines, For Mum

children such as Angelina Jollie, Beyonce,

Magazines, advertise through TV,…)

Eva Longoria,.. They are some of famous

Promotion discount: Vietnamese

Hollywood star both have sexy image but

both like buy one include some gifts

still remain her good profile.

Product


Place

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24


or get one, or sale up the product. It

Promotion discount: people like to buy

means that Anova needs to have a

product that is on discount so that they can

smart and effective plan to promote

get them with cheaper price. They rather

Anka.

buy product on sales than they can get
something along with that product without

Price

Lower 20% than other company but

any decreasing price.
Price is higher because it has been added


quality still remain

with export fee, transportation fee, VAT fee,

Depend on the amount of competitor

rental places fee.

(TH True Milk, Vinamilk, IDP,..) so
Anova needs to determine the final
price that can compete with them.
People

Process

The price will be added with VAT
The commercial or slogan will be in

The minimum requirement is that ANOVA

Vietnamese. It will be easier to

use English as their international marketing

understand and remember the

strategy. Because English is the most

company’s strategy


common language in the world. It will help

to promote ANKA and attract customer.
The process to marketing ANKA will It will be more complex to handle every
be much easier than the International

business activities in the international level.

level. Every step will be in the

The size of ANOVA at first will be small, so

boundary inside VietNam. If any

if any problems occur, the manager will find

problems occur, the customer can

it more difficult to figure out because of the

direct contact to the company and

language issues, the geography issues

Physica

give out their feedback.
- ANOVA’s website will use


ANOVA’s website will have at least 2

l

Vietnamese for customer to buy and

language: English and Chinese. Because

Enviro

to learn about the company.

there are many people from China emigrated

nment

Uniform: Anova’s uniform should be

to other countries and English is the most

in light blue color with the Anova

popular language in the world.

logo right on the heart. And then it

Uniform in the international level might

will be decorated with the pictures of


have some slightly change. The uniform will

a happy baby who is drinking milk

no longer can be worn for both gender. Girl

printed at the back of the shirt. It

can wear a more active and sassy design so

means that Anova aims to serve

that they can wear uniform with skirt. Boy

customer with all their heart with all

can wear light blue chemise with the printed

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