Children's Helmet Marketing Stateger
OPEN UNIVERSITY MALAYSIA
MASTER OF BUSINESS ADMINISTRATION ASSIGNMENT
MARKETING STRATEGY
LECTURER: NGUYEN XUAN MINH
PREPARED BY
NGUYỄN THÀNH HƯNG
16/03/2013
Table of Contents
1. CHAPTER 1 EXECUTIVE SUMMARY 4
1.1 Introduction 4
1.2 Vision 6
2. CHAPTER 2 STRATEGIC SITUATION ANALYSIS 6
2.1Market situation 6
2.2 Competition analysis 7
3. CHAPTER 3 EXTERNAL MARKET ENVIRONMENT ANALYSIS 10
3.1 Politics, law and policies 10
3.2 Economy 10
3.3 Demography 11
3.4 Technology 11
3.5 Social culture 12
4. CHAPTER 4 SWOT ANALYSIS 13
5. CHAPTER 5 OBJECTIVES AND RESOURCES 15
6. CHAPTER 6 MARKETING STRATEGY 16
6.1 Mission 16
6.2 Production strategy 16
6.3 Price strategy 18
6.4 Distribution strategy 19
6.5 Promotion strategy 20
6.6 Segmentation and targeting 21
6.7 Differentiation and positioning 22
7. CHAPTER 7 CONCLUSION 23
References 24
CHAPTER 1 EXECUTIVE SUMMARY
1.1 Introduction Motorcycle use is widespread throughout the world. Daily, millions of people use motorcycles and bicycles for transportation and for recreation. Particularly in Asia motorcycles are a very important part of the traffic fleet, in several countries they are the dominant vehicles such as Indonesia, Thailand and Cambodia. Specially, in Vietnam motorcycle almost is the main vehicle for transportation of people. According to the Vietnam Ministry of Transport, more than 95 percent of Vietnam 's 31 million registered vehicles are motorcycles - a figure that increased by more than 7,000 a day in 2010. It is expected that motorcycle growth is expected to increase and so will the number of head injuries and number of fatalities. Helmets provide the best protection from head injury for cyclist and motorcyclists involved in traffic crashes, So With the population about 90 millions, Viet Nam is the huge potential market for kids helmet, especially are Hanoi and Ho Chi Minh city. The
MASTER OF BUSINESS ADMINISTRATION ASSIGNMENT
MARKETING STRATEGY
LECTURER: NGUYEN XUAN MINH
PREPARED BY
NGUYỄN THÀNH HƯNG
16/03/2013
Table of Contents
1. CHAPTER 1 EXECUTIVE SUMMARY 4
1.1 Introduction 4
1.2 Vision 6
2. CHAPTER 2 STRATEGIC SITUATION ANALYSIS 6
2.1Market situation 6
2.2 Competition analysis 7
3. CHAPTER 3 EXTERNAL MARKET ENVIRONMENT ANALYSIS 10
3.1 Politics, law and policies 10
3.2 Economy 10
3.3 Demography 11
3.4 Technology 11
3.5 Social culture 12
4. CHAPTER 4 SWOT ANALYSIS 13
5. CHAPTER 5 OBJECTIVES AND RESOURCES 15
6. CHAPTER 6 MARKETING STRATEGY 16
6.1 Mission 16
6.2 Production strategy 16
6.3 Price strategy 18
6.4 Distribution strategy 19
6.5 Promotion strategy 20
6.6 Segmentation and targeting 21
6.7 Differentiation and positioning 22
7. CHAPTER 7 CONCLUSION 23
References 24
CHAPTER 1 EXECUTIVE SUMMARY
1.1 Introduction Motorcycle use is widespread throughout the world. Daily, millions of people use motorcycles and bicycles for transportation and for recreation. Particularly in Asia motorcycles are a very important part of the traffic fleet, in several countries they are the dominant vehicles such as Indonesia, Thailand and Cambodia. Specially, in Vietnam motorcycle almost is the main vehicle for transportation of people. According to the Vietnam Ministry of Transport, more than 95 percent of Vietnam 's 31 million registered vehicles are motorcycles - a figure that increased by more than 7,000 a day in 2010. It is expected that motorcycle growth is expected to increase and so will the number of head injuries and number of fatalities. Helmets provide the best protection from head injury for cyclist and motorcyclists involved in traffic crashes, So With the population about 90 millions, Viet Nam is the huge potential market for kids helmet, especially are Hanoi and Ho Chi Minh city. The
References: - Marketing strategy_ Open University Malaysia. - http://www.asiainjury.org/main/home.html - http://www,globalgiving.org/project/one - http://www.wpro.who,int/vietnam/topic/injuries/ helmet quality - Strategis Marketing Management . Philip Kotler - http://www.business.gov.vn/DoPrintConten.aspx - www. andes.com.vn - www. protect.com.vn - www. mubaohiemsitam.com - www. mubaohiemchita.com