Marketing analysis of selected company - Vietnamese dairy company Vinamilk

Huyen Linh Pham

Bakalářská práce

Abstract:

This bachelor thesis will research about marketing analysis. its features and individual steps display in the Vietnam Dairy Products Joint Stock Company (Vinamilk). The aim of thesis is describe the importance factors as well as internal environment and external environment with the objectives of the company. Firstly, the theoretical part will explain marketing on general and also concentrate on individual marketing concepts. There will be explanation of term strategic management and how it is important to analyze for the company and identify the characteristic of marketing in the dairy market.The practical part will focus on information of the Vinamilk company, which followed by the theoretical of marketing analysis of company. This will analysis external environment by using the PEST analysis and porter's five forces analysis, then internal environment by using marketing mix and definition of term strategic management as vision, mission. Moreover this thesis will use SWOT analysis to focus opportunities, threats, strengths and weakness of company.

Keywords

Vinamilk, Marketing, Strategy, Consumers awareness, STP strategies, Marketing mix

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 9. 3. 2017

Obhajoba závěrečné práce

• Vedoucí: Ing. Richard Selby, Ph.D.

Česká zemědělská univerzita v Praze

Provozně ekonomická fakulta

Bakalářský studijní program / obor:
Economics Policy and Administration / Business Administration