4081137 394DEL Marketing strategy basically is typically deployed around four elements, often called 4P's.

. It includes: Product, Price, Distribution channels (place), Trade Promotion and Communication (promotion). 4 P model is the most classic models in marketing. This is the foundation of most strategy and solution, assessment analysis (marketing audit) for an existing marketing strategy. The product is the first element and most important of the system combined marketing strategy. Companies pay attention to the product's life cycle to provide appropriate strategies for each period of time a product life stage. Besides the research process to bring new products to market while older products have gradually entered a recession (BBC, 2013). Price is the money which customers have to pay in exchange for product or service provider. It is determined by a number of factors including market share, competition, material costs, product identity and perceived value of the customer with the product. The pricing in a competitive environment is not only important however it also extremely challengingPricing decisions including price point, the list price, discount, payment period. Place (Distribution) is represents the location where a product can be purchased. It is often referred to as the distribution channel. It can include any physical store as well as virtual stores on the Internet. The supply of products to the place and at a time when customer requirements is one of the most important aspects of any marketing plan. Promotions (promoting commercial or sales support) will support all sales activities to ensure that customers get to know about the product or your service, have a good impression on them and perform real transactions. These activities include advertising, catalogues, public relations, retailing, advertising on television , radio , newspapers , billboards , put products into movies, finance television programs and radio channels are monitored wider public ,

4081137 394DEL funding for the program for loyal customers , telephone sales , direct sales , product introductions home etc. Marketing Strategy is the way business is done in order to achieve targets and usually involves marketing mix. The goal that want to achieve enterprise market as product volume, market share is called target marketing. The road which now goes to the intended target, it is called marketing strategy. The CEO of the company management strategy if they want to go, the lead company must also have arguments, strategies, plans and intentions closely at least to convince others on the board the company. There are not all the way corporate governance strategies have been successful, however it is believed that strategic management can reduce the risks to the business. The company is considered a leader in technology, product innovation, and product quality and customer responsiveness or not. The more powerful the less the company to put the issue completely revised strategy. But financial performance and market position of companies as weak, more needs to question the current strategy. Poor performance is generally a warning sign of weakness or weaknesses in strategy execution, sometimes both. Depending on the characteristics of business and size of operations, each business can be a process of building marketing strategies with different levels of complexity. It can be very simple, such as a sketch by a single plan, already approved by the board of directors as the case of the small business market operation simple. Until extremely complex and there are many, many departments involved building and building many different levels in many large corporations, multidisciplinary activities, from involvement in domestic market to foreigners.

4081137 394DEL A leader bravery will not want to consign future of your business and competitor market wants to go, then follow that lead. To do so he must deliberately set out a direction and try to influence the market to lead in this direction , a direction that his company has prepared and will therefore get more advantages than those who other. In addition, a clear strategy is a mandatory requirement for those aspiring to stand firm in the leading position. Vinamilk Company is a leading dairy producer in Vietnam. Since 1976, the company has built the most extensive distribution network in Vietnam and has leverage to introduce new products such as juice, soy milk, bottled water and coffee. In terms of sales and production, namely, milk production leading manufacturer in Vietnam. Vinamilk main products are liquid milk, milk powder and products which made from milk such as yoghurt, butter, cream and cheese. Vinamilk give the market a portfolio of products, flavours and packaging sizes have the most choices. The company currently focused on the business market is growing at and Vietnam and also exported to foreign markets. The current trend of consumers are focusing on product packaging grasp the trend, many companies did not hesitate to pour investment costs on the packaging. Even after this campaign, they can take advantage of the sale price, but in return, increase sales and consumer brands to remember more. Preparation for the holiday season , New Year coming , do not hesitate to Vinamilk design, packaging and printing new spring message to consumers. Vinamilk costs spent for program design changes like this usually accounts for about 10 % of total costs. This is not a small figure, however Mr Tran Bao Minh, Deputy General Director Vinamilk, exuberant eye-catching packaging that has contributed significantly increase sales for the recently launched Vinamilk goods to the market the past few days. Packaging has always occupied an important position in the marketing strategy. 3

4081137 394DEL Because consumer trends are often focused on product appearance, the beautifully designed products always received the attention of new customers. Currently, the company found fully meet the criteria as beautiful packaging, convenience, and safety products, environment friendly are very difficult. Vinamilk have over 200 products for example condensed milk, milk powder, nutrition powder, fresh milk, cream, yogurt, soy milk, fruit juice, bread, instant coffee, bottled water, tea and chocolate dissolves. Within multiple product categories, Vinamilk satisfy the needs of customers and consumers contribute to reduce risks for the company. However, there are difficulties such as management, product storage and distribution of products. The company should focus on the consumer products are much, remove the real undesirable products, enhance product quality. Easy initiative of source materials for the milk processing plant to ensure production stability, long-term, Vinamilk leaders have advocated the development of domestic sources of raw materials, decreasing imports of raw materials. The company decided to invest in developing other forms of dairy farms closed industrial scale, with modern technology. In 1999, Vinamilk have successfully applied the quality management system according to international standards ISO 9002 and is currently applying quality management system according to international standard 9001:2000. This has dispelled quality gap compared with imported milk and increase confidence in the reputation of the company in a competitive market. Vinamilk has over 250 kinds of products, the products are of high quality, is the international accreditation organisations. Sweetened condensed milk, soy milk, and yogurt, milk powder Dielac listing has been exported to America, Australia, South Africa, Middle East and Asian countries. With an extensive range of products the company 4

4081137 394DEL has to meet the needs of diverse user consumers, besides also facilitating risk diversification. Consumers focus on product quality, all products Vinamilk accredited by international organizations, so it is easy to get the attention of customers. One of the campaigns to raise product quality is said to be influential it is partnering with the National Institute of Nutrition. According to Vinamilk, product quality will be guaranteed by the prestigious National Institute of Nutrition. The head of the Department of Hygiene and food safety for that, very frankly Vinamilk standing commitment to ensure product quality. This shows that the company would be willing to take responsibility for the quality of its products as announced. However, the company explained on some milk is contaminated by errors in the packing and shipping. For the food product, food, companies have to be very careful in the preservation, hygiene and food safety standards. Milk is one of the most difficult products to preserve. Shelf life is shorter than other foods so that the unavoidable damage. Moreover, the need for specific measures to remedy this situation as well as the commitment will not be the same person again to continue to use trusted products. Research new products consumers demand everchanging so given the job of marketing is research and find out the change. Currently VINAMILK made some very effective new products (Vinamilk, 2009). In conclusion, marketing business strategy as a direction which helps the organisation overcome wind waves in the market, reaching out to the future with efforts and our ability. Business strategy is designed to help businesses target concentration adapt best to changes in the long term. Strategic management enables an organization can be proactive rather than passive outlined in his future, it allows company can be proactive and environmental

4081137 394DEL impact of its activities and thus, have exhausted its ability to control variables beyond what is natural.

References
BBC, Available http://www.bbc.co.uk/schools/gcsebitesize/business/marketing/marketingmixrev1.shtml [Accessed 5 Decmber 2013]. Parsons, E. M. P., 2009. Contemporary issues in marketing and consumer behaviour. 1st ed. Oxford: Butterworth-Heinemann. Porter, M., 1985. Competitive advantage: creating and sustaining superior performance. 1st ed. London: Collier Macmilland. Vinamilk, 2009. Vinamilk annual report 2009, Hanoi: Vinamlik. 2013. The marketing mix. [Online] at: