Introducton

Tan Hiep Phat (THP) trading and services Co ltd is a manufacturer of Vietnam Health Food products.
THP was founded in 1994 - its predecessor being Ben Thanh Brewery & Beverage Factory - specializing
in producing and trading alcohol, beer & beverage.
The success of Dr. Thanh, one of THPs strategic products has significant impact on beverage industry. It
not only brings economic benefits to THP but also create the trend for using healthy drink, especially
bottled green tea. In general, this success mainly come from effective marketing strategy and good
performance. However, like any products that own different product life long, and are put under
unpredictable changes of environment; marketing strategy of Dr. Thanh need to be review and examined
to help THP reposition their product, to see threats, opportunities before they make any changes, such as
modify, improve or develop their products, or changes in marketing activities and so on. Accordingly, this
report aims to review all problems generates around changes of environment require an examination of
THPs marketing strategy.

Contents


Marketing strategy is often dominated by variation of both external and internal environment. It will lead
to problem for THP if they keep following existing marketing strategy and ignore any changes of
environment. THPs mission is try to meet the highest demands of customers and to become preferred
supplier and partner for business or cooperation, it means they want to satisfying customers and expand
their market but when the environment changes, many threats as well as opportunities are generated, if
they ignore it, it would be high risks that prevent them from fulfilling mission.

Generally, all problems generates around changes of environment require an examination of THPs
marketing environment and activities with a view to internal and external influences on marketing
planning, as well as a review of the plan itself. It is absolutely the task of marketing audit, a fundamental
part of the marketing planning process.

In marketing audit, there are a number of tools and audits that can be used, for example SWOT
analysis for the internal environment, as well as the external environment. Other examples
include PEST and Five Forces analyses, which focus solely on the external environment. In many ways,
the marketing audit clarifies opportunities and threats, and allows the marketing manager to make
alterations to the plan if necessary. The application of tools for marketing audit is mentioned as following:

PEST analysis: There are many factors in the macro-environment that will affect the decisions of the
managers of any organization. Tax changes, new laws, trade barriers, demographic change and
government policy changes are all examples of macro change. To help analyses these factors, managers
can categories them using the PESTEL that standing for political, economic, societal, technological and
legal factors. (Figure 1)

The Porter 5 forces analysis is a framework for industry analysis and business strategy development. It
derives 5 forces that determine the competitive intensity and therefore attractiveness of a market. Porter
referred to these forces as the microenvironment, to contrast it with the more general term macro
environment. They consist of those forces close to a company that affect its ability to serve its customers
and make a profit. A change in any of the forces normally requires a company to reassess the
marketplace. (Figure 2)

SWOT analysis: including strengths, weaknesses, opportunities, and threats for the internal and external
situation. A SWOT analysis can be used to condense the situation analysis into a listing of the most
relevant problems and opportunities and to assess how well the firm is equipped to deal with them.
(Figure 3)


M t sn phm.
- Chit xut t ngun nguyn liu tho mc, tr Dr. Thanh khng nhng
l mt loi nc gii kht, khng ga, khng cht bo qun, khng phm mu
nhn to m cn c li cho sc khe con ngi.

- Nguyn liu chnh c s dng sn xut Tr tho mc Dr.Thanh
gm cc loi tho mc nh: kim ngn hoa, hoa cc, la hn qu, h kh tho, cam
tho, n hoa, hoa mc min, bung lai, tin tho. S kt hp c o ca 9 loi
tho mc c tc dng gii nhit, thanh lc c th, chng xi ha, tng
cng sc khe cho c th.

- Mu sc bao b: gam mu ch o l v en. Sn phm Dr.Thanh k
tha s c o v bao b sn phm ca tp on Tn Hip Pht. Vi cc loi
bao b nh: chai PET, chai thy tinh, hp giy Tetra Pak v lon, sn phm
Dr.Thanh thc s cun ht ngi tiu dng, ph hp cho th trng.

- Gi c: gi bn ng chai PET bn l l 7.000 9.000 VN/chai.

Product Description.
- Extracts from herbal materials, Dr Thanh. Its known
as a beverage, no gas, no preservatives, no food coloring
artificial but also beneficial to human health.

- The main material used to produce Thanh Herbal Tea
include herbs such as honeysuckle, chrysanthemum, la han fruit, dry down draft, cam
workshops, birthday flowers, flowers free furniture, abdomen, first draft. The unique combination of 9
categories plants have cooling effect, body purification, anti-oxidation, increased
healthier body.

- Colors Packaging: main colors are red and black. Dr.Thanh Product Design
admit the unique product packaging of THP group. With the kind
packaging such as PET bottles, glass bottles, cans and paper box Tetra Pak,
Dr.Thanh was really attracted to the consumer, in accordance to the market.

- Price: price retail PET bottled 7000-9000 VN / bottle.

Tnh hnh th trng:

Nc gii kht Vit Nam c nh gi l mt ngnh c tc tng
trng cao bt chp cn khng hong kinh t th gii. Nhiu nhn hiu nc
gii kht c doanh thu tng ti 800%/nm. Vi 2 t lt nc gii kht t c
trong nm 2010, bnh qun u ngi Vit Nam tiu th hn 23 lt. Nu so vi
khong cch 6 nm th tc tng t 3 ln 23 lt cng l ng k.
Trong nhng nm gn y xu th chung ca th trng nc gii kht l
s st gim mnh m ca nc gii kht c gas v s tng trng ca cc loi
nc khng c gas. Theo nh gi chung, th trng gn y cho thy mt s
chuyn bin rt r trong ngnh nc ung ng chai. Theo kho st ca mt
cng ty nghin cu th trng hng nm, trong khi nc ngt c gas gim 5%
th phn th ngnh hng c ngun gc t thin nhin ung lin tng 12%. Chnh
v th, cc cng ty sn xut kinh doanh nc gii kht tch cc u t dy
chuyn, thit b, cng ngh theo hng khai thc ngun tri cy, tr xanh, t ho
mc v nc khong rt phong ph a dng trong nc,ch bin thnh nhng
ung hp khu v, giu sinh t b dng cho sc khe... p ng th hiu ca
ngi tiu dng.
Beverages Vietnam is considered a growth sector
high growth despite the economic crisis in the world.
In 2010, per capita consumption Vietnam than 23 liters. If compared with
6 year gap, the growth rate from 3 to 23 liters is also significant.

In recent years, the overall trend of the beverage market strong decline of carbonated soft drinks and the
growth of all kinds water without gas. According to the general, recent market showed a clearly changes
in the bottled water industry. According to a survey of market research companies every year, while
carbonated soft drinks decreased by 5% market share, the industry is derived from natural instant drink
increased by 12%. Therefore, the company produced the beverage business actively investing wire
assembly, equipment and technology towards exploiting fruits, green tea, perfect carpentry and mineral
water rich in diverse countries, processed into items drink taste, rich in nourishing vitamins for health ...
to meet the tastes of consumers.

3.2. Tnh hnh cnh tranh:
3.2.1. i th cnh tranh trc tip:
C th ni cho ti hin nay, i th cnh tranh trc tip ca tr dr.thanh l
nhng sn phm ni ting trn th trng nc gii kht c li ch thanh nhit
c th. Nhng i th ng ch nht phi k n l: Teafres v tr xanh Real
Leaf ca Coca Cola. Gia 3 dng sn phm ny c nhng im tng ng v
c s cnh tranh mnh m v gi c, c im, chin lc tip th

Khch hng mc tiu
Dr Thanh: Mi i tng khch hng.
TeaFres: khch hng tr tui, nng ng.
Tr xanh Real Leaf: tp trung vo nhm khch hng mc tiu l gii tr.
Vi khch hng mc tiu bao ph rng ln, sn phm Dr.thanh ng
trc nhng c hi v thch thc ln. Sn phm Dr.thanh hon ton ph hp v
c th p ng nhu cu lm mt c th ca mi la tui: t ngi gi, thanh nin,n tr em.
V vy, th trng m sn phm hng ti l mt th trng
rng ln, kh nng tiu th cao. ng thi vi , sn phm cng s chu sc p
ln v phi cng lc tha mn nhu cu ca mi i tng khch hng. V trn
thc t mt sn phm bao ph ton th trng l mt s liu lnh, chng ta cn
xc nh th trng mc tiu ca mnh c th hn, tp trung vo cc phn khc
th trng nht nh.
- Gi: so vi cc sn phm nc ung thanh nhit c th hin nay trn th
trng, gi bn ca sn phm Dr.thanh cao hn xa. i vi chai nha, gi bn
bun l 8.400ng/chai 500ml, gi bn l l 10.000ng/chai. Trong khi gi ca
tr Teafres ch l 7.000ng/chai v ca tr xanh Real Leaf l 6.100ng/chai
480ml. Mc d nh v gi cao hn hn so vi cc i th nhng Dr.thanh vn
c khch hng chp nhn bi gi tr m h nhn c.
- nh v
Dr Thanh: mt thc ung thanh mt gii nhit m tt cho sc khe
TeaFres: 90% l nh v nh Dr Thanh, c th thm tr trung v nng
ng.
Real leaf : thanh nhit c th vi 100% nguyn cht t tr xanh.
- Chin lc truyn thng:
Dr. Thanh vi chin dch truyn thng, qung co vi tn sut lin tc trong
my thng tri, lin tc v lin tc trn truyn hnh. Ring chi ph qung co
trn truyn hnh ca Dr.Thanh ln ti con s khng khip, cha tnh n cc
knh truyn thng khc. i cng vi qung co l chin dch truyn thng 360
. Ngay c trong cuc hi tho Vietnam Marketing Conference 2009 , ta cng
c th thy hnh nh ca Dr.Thanh c khc ha mt cch r nt vi nim t
ho v sn phm.
So snh v chin lc truyn thng th Dr.thanh hn hn so vi hai i th
mnh ca mnh.
3.2.2. i th cnh tranh gin tip
L ton b cc sn phm trong ngnh gii kht c mt trn th trng
Vit Nam. l nhng ung ca Coca, Pepsi, cc sn phm ca Sabeco,
Tribeco, URC v ngay c nhng nhn hiu hin c ca chnh tp on chng ta
nh tr xanh khng , Juicies, Nhng nhn hng ny c mt ch ng rn th trng v c
ngi tiu dng kh a thch. Tuy l i th cnh tranh
gin tip nhng nhng sn phm trn c nh hng rt mnh m ti mc tiu
th ca Dr.Thanh. Trong thi bui ngi tiu dng ngy cng quan tm n sc
khe vi nhng thc ung b dng cho c th th vi Dr.Thanh ngy cng c
c hi tin xa hn trong cng cuc cnh tranh vi cc sn phm ni ting khc
trn th trng nc gii kht. Nhng vi cng v l ngi i sau th Dr.Thanh
s vp phi ro cn t pha nhng i th vi tim lc ti chnh di do, hay
nhng sn phm c ch ng vng chc trn th trng nh C2, Tr xanh
khng ...