UNIVERSITY OF TECHNICAL EDUCATION

BTEC HND IN BUSINESS (MANAGEMENT)

ASSIGNMENT COVER SHEET

NAME OF STUDENT
REGISTRATION NO.
UNIT TITLE Marketing
ASSIGNMENT TITLE Vinamit Marketing Mix Programme
ASSIGNMENT NO 2 of 2
NAME OF ASSESSOR Frederrque Balard
SUBMISSION DEADLINE

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 Date

----------------------------------------------------------------------------------------------------------------
FOR OFFICIAL USE (Course Administrator)
Assignment Received By: Date:

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Unit Outcomes

Evidence for the Assessor’s Internal

Outcome Feedback
criteria decision Verification

Describe how
products are
developed to sustain a
competitive
advantage

Explain how
distribution is
arranged to provide b
customer
convenience
Identify and
analyse the
individual Explain how prices
elements of are set to reflect an
the organisation’s c
extended objectives and
marketing market conditions
mix

(3) Illustrate how

promotional activity
is integrated to d
achieve marketing
objectives

Analyse the
additional elements
e
of the extended
marketing mix

Recommend
marketing mixes for
two different a
segments in
Apply the consumer markets
extended
marketing
mix to Explain the
different differences in
marketing products
marketing and services to
b
segments organisations rather
and than consumers
contexts

(4) Explain how and

why international
marketing differs c
from domestic
marketing

Merit grades awarded M1 M2 M3

Distinction grades awarded D1 D2 D3

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 Evidence for the Assessor’s Internal
Outcome Feedback
criteria decision Verification

Comments by Assessor - Common Skills

A B C D E F G

Assignment
( ) Well-structured; Reference is done properly / should be done (if any)

Overall, you’ve

Areas for improvement:

ASSESSOR SIGNATURE DATE / /

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

NAME :..............................................................................
FOR INTERNAL USE ONLY
VERIFIED YES NO

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

COMMON SKILLS & COMPETENCIES ASSESSED (indicated by X)

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A. MANAGING & DEVELOPING SELF
1. Managing own roles & responsibilities
2. Manage own time in achieving objectives
3. Undertakes personal and career development
4. Transfer skills gained to new/changing situations & contexts
B. WORKING WITH & RELATING TO OTHERS
5. Treat others beliefs and opinions with respect
6. Relate & interact effectively with individuals & groups
7. Work effectively as a team member
C. COMMUNICATING
8. Receive and respond to a variety of information
9. Present information in a variety of visual forms
10. Communicate in writing
11. Participate in oral & no-verbal communication
D. MANAGING TASKS & SOLVING PROBLEMS
X 12. Use information sources X
13. Deal with a combination of routine & non-routine tasks X
14. Identify & solve routine & non-routine problems
X
E. APPLYING NUMERACY
X 15. Applying numerical skills and techniques
F. APPLYING TECHNOLOGY
16. Use a range of technological equipment and systems
X G. APPLYING DESIGN AND CREATIVITY
17. Applying a range of skills and techniques to develop a
variety of ideas in the creation of new / modified products, X
X services or situations
X 18. Use a range of thought processes

SCENARIO

Dried fruits bearing Vinamit trademark of the TM Vina Mit Ltd. Co. (Vinamit) in
southern Binh Duong province are now dominant in the domestic market with a 90
percent market share and have also found their niche in many foreign markets.
Vinamit is the first company in the country to apply the vacuum drying processing
technology, which preserves the fruits' original taste, colour and aroma, a reason
making its products popular. In addition to a sales system covering all 64 provinces
and cities nationwide, the company has annually exported 65 percent of its products
to China, Taiwan, Hong Kong, America, and Japan. Vinamit products have also
entered European and northern American markets which demand high quality of
import products.

VINAMIT was established in 1991 and specializes in production and trading of dried
fruits such as jackfruit, banana, sweet potato, taro, mango, pineapple, and lotus
seed. Having one modern factory and 6 gathering stations for dried healthy snack,
two new factories are under construction. VINAMIT cares and invest in developing
highly qualified local people working in different divisions. In February 2010, Vinamit
is introducing the newest vegetable snack, “Lettuce and Broccoli Chips”. By means
of chemical-free production methods, broccoli and lettuce chips are made from fresh
vegetables with natural characteristic retained. It is best known as an excellent
source of nutrition and a natural food supplement.

 Broccoli is rich in potassium. It has good amount of calcium, magnesium,

phosphorus and sodium with small amounts of iron, zinc, manganese and
selenium. It may prove as a wonder-drug for curing many types of cancer. It
helps in detoxification, curing constipation, proper heart functioning, protecting
eyes against Macular degeneration and cataract. It is good for skin and eye care,
healthy bones and also helps prevent anemia

 Lettuce is good for reducing the chances of hip fracture in old women. It
reduces the risk of constipation, promotes urination and induces sleep. It also
reduces the risk of cancer, heart disease and cataracts. Lettuce helps in better
liver health and prevents anemia.

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This mouth-watering snack is very healthy and good for all ages, people can enjoy
this when they are school, picnic, hiking and other sports activities.

At the same time, Vinamit will also launch its first dried meat product, the
FRESHEST and tastiest Thit Bo Kho (beef jerky) in the country. Through chemical-
free production technology, beef jerky is made from trimmed fat beef flavored with
natural characteristic retained. There are so many cuts and flavors of jerky that you
can try something new without any preservatives. It comes with variety of flavors
such as Black Pepper Beef Jerky, Natural Beef jerky, Sweet and Spicy Beef Jerky,
Hot Beef Jerky and Teriyaki Beef Jerky. This Vietnamese snack is delicious,
appetite-stimulating, low in fat and cholesterol and very high in protein which can
translate to an energy-filled snack. No Carb! With many people on the craze of a
low-carb diet, jerky is a perfectly filling snack option.

The above data have been based on a real life organisation, but details have been
changed for assessment purposes and do not reflect the current management
practices.
Role

As a marketing consultant, you have been approached by your managing director

and requested to write a detail report on marketing program which covers all the
elements of marketing mix to help successfully launch these exciting new products in
Vietnam. Your client has arranged a meeting with you for next month. The client
wishes to obtain your report opinion and knowledge in various areas.

Tasks

• The Beef Jerky and Lettuce & Broccoli Chips products are new and unique in
Vietnam and will be easy to differentiate. Describe how your products are to
develop sustainable competitive advantage in Viet Nam. (3 a)

• Having determined what the “product package” should be, advises your client on
the best way to organize distribution of the product to provide optimum customer
convenience. (3 b)

• Give some advice to your client on how to set the price(s) of the product in the
light of the organization’s objectives and the market they are entering. (3 c)

• At this stage, the client doesn’t want a complete promotional plan – but they
would like some initial advice use an example how a promotional activity is
integrated to achieve marketing objectives. (3 d)

• Analyze different sorts of marketing mix (all 4P’s) and the additional elements of
the extended marketing mix would you recommend for each of the two products
for two different segments. (3 e & 4 a)

• Prepare a presentation to explain the differences in marketing these new

products to organizations rather than consumers and how and why international
marketing differs from domestic marketing . (4 b & 4 c)

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GRADING

Pass is achieved by meeting all the requirements defined in the assessment

criteria. (Refer page 2 of this assignment brief)

Merit Identify and apply strategies to find appropriate solutions (M1)

Characteristics / Possible Evidence – relevant theories and techniques

have been applied to individual elements of marketing mix to arrive
effective judgments for the given products as well as different
marketing segments and contexts.

Select and apply appropriate techniques (M2)

Characteristics / Possible Evidence – Appropriate methods select and

apply to justify different market segments and contexts using of various
sources of information for the given products.

Present and communicate appropriate findings (M3)

Characteristics / Possible Evidence – An appropriate structure and

approach has been used to prepare market reports to your clients’.
Present data using a range of methods e.g. tables or charts etc.

Distinction Take responsibility for managing and organizing activities (D2)

Characteristics / Possible Evidence – Evaluate the importance and

impact of each element of the marketing mix to the marketing strategy
and organize activities to different segments and contexts.

Demonstrate convergent, lateral and creative thinking (D3)

Characteristics / Possible Evidence – apply the theoretical knowledge

in creating a marketing programme for a specific product and market
segments, include all marketing mix decisions.

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Common Skills Grading

To achieve a pass grade a student must, show some evidence of skills gained, treat
others’ values, beliefs and different opinion expressed, able to get ideas across using
verbal and non-verbal methods, and tasks are completed but required some help.
You also show some evidence of differing skills and techniques understand and
used.

To achieve a Merit grade a student must, show clear evidence of skills gained and
used clear evidence all points of view are considered equally confident in use of
several communication methods, clear understanding of tasks. Related to given
tasks, solution found and evaluated as well as originality and creativity in the work.

To achieve a Distinction grade a student must, show clear evidence of willingness to

gain new skills, positive attempt made to build mutual understanding, imaginative and
thoughtful use of oral and non-verbal methods, excellent ability to deal with tasks as
well as creative thinking and original approach to problem solving.

PRESENTATION

1. The assignment should have a cover page that includes the assignment title,
assignment number, course title, module title, Lecturer/tutor name and
student’s name. Attach all the pages of assignment brief/cover sheet with your
report and leave them blank for official 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 should not exceed from

2,500 to 3,000 words in length. A CD should be included with references and
accompanying notes.

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.

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• 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 effectively.
• 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 people’s 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.