Assignment Brief (RQF)

Assignment Brief (RQF)-

Higher National Certificate/Diploma in Business Management

Student Name/ID Number: Le Minh Loi

Unit Number and Title: Unit 2 Marketing Essentials (R/508/0486)

Academic Year: 2019/2020

Unit Assessor: TRAN VINH

Assignment Title: A1: Marketing Concepts and Internal Relations

Issue Date: 25/10/2019

Submission Date: 26/11/2019

Internal Verifier Name: Pham Quoc Du

Date: 5/11/2019

Submission Format:

The submission is in the form of individual report and 10-minute individual PowerPoint
presentation. You are required to make effective use of PowerPoint headings, bullet points and
subsections as appropriate. Your research should be referenced using the Harvard referencing
system. Please also provide a bibliography using the Harvard referencing system. The
recommended word limit is 1,500– 2,000 words, although you will not be penalised for
exceeding the total word limit.

Unit Learning Outcomes:

LO1: Explain the role of marketing and how it interrelates with other functional units of an
organisation
Student declaration
I certify that the assignment submission is entirely my own work and I fully understand the
consequences of plagiarism. I understand that making a false declaration is a form of malpractice.

Student signature: Date:26/11/2019

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Assignment Brief (RQF)

Assignment Brief and Guidance:

Case study: Marketing Concepts and Internal Relations in Pham Nguyen Confectionary
Company
Assume that you are Marketing Manager of Pham Nguyen Confectionary Company. You are
required to prepare a report & presentation to discuss with others departments about the concept
of marketing as well as its role within the organisation. Further to this you will have to explain how
marketing interrelates with other functions within the business.
This will be a 10-minute presentation between you and other departments. Your report &
presentation should cover the following topics:

1. Introduction to the concept of marketing, including current and future trends.

2. An overview of the different marketing processes.
3. Explanation of the role and responsibilities of a marketing manager in the context of the
organisation.
4. An explanation of how marketing influences and interrelates with other functional
departments of the organisation.
5. The value and importance of the marketing role in the context of the organisation.
6. Conclusions that emphasise the significance of having effective interrelationships between
different functional departments.
Sources of information:
 Course book and indicative books that introduced by lecturer in program
 Open sources that students search for this case
 http://www.thegioiphaner.com/

Learning Outcomes and Assessment Criteria:

Learning Outcome Pass Merit Distinction

LO1: Explain the P1: Explain the key M1: Analyse the roles D1: Critically analyse
role of marketing roles and and responsibilities of and evaluate the key
and how it responsibilities of the marketing in the context elements of the
interrelates with marketing function. of the marketing marketing function
other functional environment. and how they
P2: Explain how roles
units of an interrelate with other
and responsibilities of M2: Analyse the
organisation. functional units of an
marketing relate to the significance of
wider organisational interrelationships organisation.
context. between marketing and
other functional units
of the organisation

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Assignment Brief (RQF)

Achievement Summary
Achieved?
Learning Learning Assessment In this assessment (Tick)
Outcome outcome Criteria First IV
you will have the
opportunity to present Attempt Rework Check
evidence that shows
you are able to:

Explain the key roles

and responsibilities of
P1
the marketing function.

Analyse the roles and

responsibilities of
marketing in the
context of the
M1 marketing
environment.
Explain the
role of
marketing and
LO1 Explain how roles and
how it
responsibilities of
interrelates
marketing relate to the
with other
wider organisational
functional
P2 context.
units of an
organisation.

Analyse the
significance of
interrelationships
between marketing
M2 and other functional
units of the
organisation

Critically analyse and

evaluate the key
elements of the
marketing function and
D1
how they interrelate
with other functional
units of an organisation.

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Assignment Brief (RQF)

Higher Nationals - Summative Assignment Feedback Form

Student Name/ID Le Minh Loi/ 16BM40218

Unit Title Marketing Essentials

Assignment Number A1 Assessor Tran Vinh

26/11/2019 Date Received 1st
Submission Date
submission
Date Received 2nd
Re-submission Date
submission
Assessor Feedback:

Grade: Assessor Signature: Date:

Resubmission Feedback:

Grade: Assessor Signature: Date:

Internal Verifier’s Comments:

IV Signature & Date:

* Pleasenote that grade decisions are provisional. They are only confirmed once internal and
external moderation has taken place and grades decisions have been agreed at the assessment board.

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Assignment Brief (RQF)

Contents

About Pham Nguyen Confectionary Company Viet Nam ---------------------- 6

1. Introduction about Marketing ---------------------------------------------------------------------------7
What is Marketing? --------------------------------------------------------------------------------------------7
Current trend of Pham Nguyen Marketing -----------------------------------------------------------------9
Future trend of Colgate Marketing --------------------------------------------------------------------------9
2. Overview of the different Marketing Process ------------------------------------------------------- 10
The Marketing Process Steps ---------------------------------------------------------------------------------------------- 10
Design a marketing strategy based on the needs and desires of the customer ------------------------------ 11
Development of Marketing Mix ------------------------------------------------------------------------------------------ 11
Develop a mix marketing strategy that can deliver the best value to customers based on themarketing
strategy set in the previous phase. -------------------------------------------------------------------------------------- 11
3. Role and responsibilities of a marketing manager withinthe organization --------------------- 12
Role of Marketing Manager------------------------------------------------------------------------------------------------ 13
Responsibilities of Marketing Manager --------------------------------------------------------------------------------- 15
4. The influences and interrelates with other departments in Pham Nguyen Confectionary
Company ------------------------------------------------------------------------------------------------------ 16
5. The value and importance of the marketing role in thecontext of the organization ----------- 17
6. Conclusion that emphasize the significance of havingeffective interrelationships between
different functional department ---------------------------------------------------------------------------- 18
Conclusion --------------------------------------------------------------------------------------------------- 20
References --------------------------------------------------------------------------------------------------- 21

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About Pham Nguyen Confectionary Company

Viet Nam
Established in 1990, from a family-owned production base of just a few workers, the
founder - Mrs. Nguyen Thi Dung, who came from R&D has been assisted by her husband -
Mr. Pham Ngoc Thai to expand into Company Limited, and has now become one of the
most successful family-owned businesses in Vietnam with 2 factories in Binh Tan and Long
An Districts, a Northern Warehouse in Hung Yen Province.
Pham Nguyen products are present in 120,000 retail locations throughout Vietnam and more
than 15 countries around the world.
Pham Nguyen Foods is a leading manufacturer and distributor of soft cakes, biscuits,
chocolates, crackers and its trade marketed “Phaner Pie”, a marshmallow filled bun with a
chocolate coating. As a leader in the Vietnamese snack food industry, Pham Nguyen Foods
takes it place within the top of Southeast Asia’s leading snack food manufacturers.
Pham Nguyen Food’s products are exported mainly to the Middle East, Southeast Asia,
Europe the United States and Russia. Pham Nguyen Foods not only contributes to
Vietnam’s economy through its exports, but it also successfully represents Vietnam’s
approach to quality on a global scale.

Pham Nguyen Foods is proud of the positive impact it has made to the people of Vietnam,
and wishes to thank the contribution of the 800 staff that currently make the Company one
of the most successful private businesses in Vietnam. Pham Nguyen Foods is proudly
family owned.

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1. Introduction about Marketing

What is Marketing?
Marketing is managing profitable customer relationships. The aim of marketing is to create
valuefor customers and capture value from customers in return. Marketing, more than any
otherbusiness function, deals with customers. Although we will soon explore more-detailed
definitionsof marketing, perhaps the simplest definition is this one: Marketing is managing
profitablecustomer relationships. The twofold goal of marketing is to attract new customers
by promisingsuperior value and keep and grow current customers by delivering satisfaction.
Below is the American Marketing Association’s definition:
“Marketing is the activity, set of institutions, and processes for creating, communicating,
delivering, and exchanging offerings that have value for customers, clients, partners, and
society
at large.”
Base on my understanding, marketing is the management process of the business to
discover theneeds of customers and satisfy the demand of customers and meet those needs
more effectivelythan the competitors.
The production concept
This concept is the most fundamental marketing concept. It states that quality and cheap
products are the most preferred by consumers. Many managers concentrate on getting high
production efficiency mass distribution and low costs. Customers tend to get interested in
low prices and product availability! making producers manufacture quality goods efficiently
and strive to cut production costs as output increases to increase supply.
The product concept
It's believed that consumers always favor products with high quality, innovative features or
performance. Managers concentrate on making high quality products then improving them
over time. It's assumed that customers admire well- made products. They can appraise
quality.Managers should not applaud their success on a product for so long that they forget
to improve its quality.
The Selling concept
Consumers and organizations, if left on their own, will apparently not purchase enough of
the selling firm's goods. Serious promotion and sale must be carried out because users tend
to show reluctance in buying the products and must be coerced. The business has a tendency
rather sell what they have than manufacture desired products. The business must grasp
appropriate selling tools and tactics.
The Marketing concept
The marketing concept is oriented toward pleasing customers by offering value.
Specifically, the marketing concept involves the following:
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Focusing on the needs and wants of the customers so Pham Nguyen Company can
distinguish its products from competitors’ offerings. Products can be goods or ideas.
Integrating all of the organization’s activities, including production and promotion, to
satisfy these wants and needs
Achieving long-term goals for Pham Nguyen by satisfying customer wants and needs
legally and responsibly
One important key to understanding the marketing concept is to know that using the
marketing concept means the product is created after market research is used to identify the
needs and wants of the customers. Products are not just created by production departments
and then marketing departments are expected to identify ways to sell them based on the
research. Pham Nguyen truly utilizes the marketing concept uses the data about potential
customers from the very inception of the product to create the best good, service, or idea
possible, as well as other marketing strategies to support.
The marketing concept is a belief that firms should analyze customers' needs and make
rational decisions to beat a competitor in satisfying those needs. Many companies have
adopted this idea.
The Societal Marketing concept
The firm determines the wants, needs, and interests of target markets then deliver the
preferred satisfactions more efficiently and more than their competitors. Production is also
done with the customers' well being in mind.
Trends in Marketing
Relationship Marketing
This pattern was first developed via direct response marketing campaigns. It emphasizes on
customer satisfaction and retention rather than the number of sales made. This strategy is
different from others since communication is extended beyond promotional messages. This
marketing relates to a short- term arrangement where the two transacting parties have an
interest in giving a more pleasant exchange. A connection is made after the transaction, and
the customer feels appreciated, and he gets value for his money. The good relationship
brings him back for more products in the future. This aspect has widely grown with the
advancement of technology. Complaints from customers are also accepted via direct
communication and later corrected.
Industrial Marketing
This marketing trend is where a business sells its products to other companies to resell them
later, use them to produce other complex goods or improve their quality them reselling
them. The technological revolution is the primary cause of these marketing trends. Another
reason is the entrepreneurial revolution Staying in the market sees many organizations going
back to the drawing boards and reinventing themselves. Flexibility, adaptability, speed,
innovations and aggressiveness help companies to remain in the game. New wants are
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explored to ensure that competitors are kept at bay.The third revolution is present in
marketing. Alliances and mergers are very evident in the contemporary industrial setup.
Companies are focusing majorly on transaction, inventing new ideas, skills, and shying
away from mass markets.
Societal Marketing
The firm's duty is to identify the wants, needs and interests of a target market and then
deliver satisfaction more efficiently and more than others with customers' well being in
mind. It's related to Corporate Social Responsibility because customers' and the public's
welfare is essential. Achievement of a company's goals should include quality products
which later brings both short term and long term benefits.
Current trend of Pham Nguyen Marketing

In Pham Nguyen's marketing strategy, the company's products are a huge plus from children
to adults.
Confectionery is a common product, so building an ecosystem is an important thing.
Because this is a daily product, the company also focuses on customer psychology to create
small doses, convenient for transportation or travel.
This gives Pham Nguyen products an advantage in helping their customers and increasing
brand awareness with their products.
Communication is always Pham Nguyen's strength, besides having the best products with
confirmed technology in the market. No wonder Pham Nguyen's products are easy to find
everywhere in Vietnam. It focuses on traditional media.
Future trend of Pham Nguyen Marketing

 There will be increasing complexity in consumer purchasing decisions

Consumers use all kinds of media to make shopping decisions – from YouTube to Facebook
– and it’s becoming increasingly harder to put the people that buy certain products into a
box than it used to be. The same customer can buy one high end product and one low end
product at the same time. People select which consumer products they want to buy with an
unbalanced mix of emotions and rationale. They might not have any emotional connection
to aviation and thus the cheapest product will do.
 Personalization in product design and communications will be more prevalent
Thanks to big data, social media and flexible manufacturing, Pham Nguyen is learning to
offer customized products and designs. This trend is reaching a growing number of
industries.
 Transparency will dictate brand-customer relationships
Pham Nguyen Company is realizing that they cannot escape the transparency offered by
social media. More companies are learning the lesson that if they aren’t truthful, they will
pay the price: Not only hefty fines from the authorities, but also in lost loyalty and business
from their customers.

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 Personalized data-driven marketing will become more friendly

Thanks to big data, Pham Nguyen will get keep getting better at targeting you and
communicating with you in the most effective way depending on who you are and what
customers's habits.
2. Overview of the different Marketing Process
The firm has to discover hidden customer needs and satisfying them by following a
process. Research is done through situation analysis then a strategy is laid down then
decisions are made by the executive. The idea is then implemented and controlled
The Marketing Process Steps

Situation Analysis process Marketing Strategy Marketing Mix

Decisions Implementation and Control

Analysis of the opportunities in the market

The first component of the Marketing Process is to analyze the market in order to find the
opportunities that should be availed. These opportunities are related to the needs and wants
of the customers that are not properly satisfied by the competitors in the market. Pham
Nguyen is initiating the marketing process focused the opportunities that would be
beneficial in the long run success so that it is performance would be effectively improved.
Pham Nguyen company also conducts effective market research the value able information
about the customers, competitors, general trends, and any extraordinary change occurred in
the market that can be useful for the company. Then company identifies the potential
opportunities from the collected information and split the whole market into different
segment. These segments are based on some factors like age group, geographical location
etc. The company evaluates each segment separately to check the potential of the segment
in the light of its strengths and weaknesses. Finally, it selects the target market segment to
proceed further.
Selection of the target market
This is the most important step of the marketing process in which the target customers are
selected. For this purpose, Pham Nguyen company conducts a careful analysis of the target
markets in order to choose the final customers. As it is obvious that the company do not
satisfy the needs and wants of the whole market therefore it must divide the whole market
into different segments and choose the segment that will best meet its strengths and
opportunitie. In this regards, there are certain step marketers need to follow :
• Market Segmentation
The process in which the whole market is split into different units of consumers, each unit
having similar wants, characteristics and behavior of consumers which need different
marketing mixes and strategies.

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Assignment Brief (RQF)

• Market Targeting
The simple rule of selecting the target unit or segment is that it must provide the opportunity
to the company to create potential customer value in the long run. Another important rule is
that Pham Nguyen company has the option to satisfy the needs and wants of one or two
segments. In this case Pham Nguyen focuses on that relevant segments and develops. Such
small segments are called ‘ niches’. Pham Nguyen also has another option to spilt thr whole
market into different segment and offer different products and marketing mixes to each
segment of the market. But the most effective method is to focus on one or two segments
and after succeeding in those segments, further new segments should be targeted.
Design a marketing strategy based on the needs and desires of the
customer
At this stage, the first job is the market segment. Marketers can segment the market in
varietyof ways (geographic location, gender, age, income, preferences, personality, etc.).
Marketsegmentation will help marketers get one. Better visibility of target customers and
easierbusiness to conquer customer satisfaction.The next task is to choose one (or more)
segments as the target market: the selection criteria isthat the segment must match the
capabilities of the business, compete at the acceptable level.
Once you have chosen to segment the target market, marketers need to plan on creating
adifferentiated value for your product or service. It is important to determine that our
products /services are better than our competitors (high quality, cheap, good after-sales
service, richfeatures ...). This difference will bring competition for products / services of
enterprises againstcompetitors
Development of Marketing Mix
Marketing Mix is composed of certain variables of markets that are mixed by the company
in order to generate certain desired response in the targeted segments.
In fact the demand of the product is influenced by the use of certain activities of the
marketing mix. The marketing mix is composed of the following four P’s.
01- Product: means any offering (goods or services) to the market by the company.
02- Price: means the money paid by the customers to obtain the product.
03- Place: means the efforts which ensure the availability of the product in the market to
customers.
04- Promotion: means all the efforts by the company that ensure the sale of products to
customers through better provision of information about the advantages of the product.
Develop a mix marketing strategy that can deliver the best value to
customers based on themarketing strategy set in the previous phase.
 On the face of the product
the issues that need attention are: quality (good, medium,low), design (style, color,
material...), features (e.g. waterproofing water, scratchresistant, high humidity, ...),

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trademarks (brand name, logo, slogan), packaging(packaging, packaging design ...), services
(consultancy, warranty, installation, repair ...).
 In terms of price:
how to value the best value for the business. There are many ways tovalue a product or
service, such as cost, product value, or competition. Marketers can useprice strategies to
properly price the product. Different stages (dairy price strategy, pricepenetration strategy
...)
 Distribution:
Building a distribution system for products / services. Marketers can chooseto distribute via
brick and mortal or via telephone and Internet (click and mortal); Director indirect
distribution channels (retailers, wholesalers, agents ).
In 2002, Pham Nguyen company currently has about 350 distributors and more than
150,000 wholesale and retail stores of the company’s products nationwide. The success of
deploying this distribution system in the Vietnamese market thanks to the dynamism of the
Vietnamese staff. Any marketing policy related to the distribution system set by the
company is done by the company's agents throughout the country smoothly and perfectly
 In terms of promotion:
Develop promotional campaigns for products / services that areappropriate for each period
of the product.
A very large number, showing the financial potential as well as the efforts of the company.
To promote their products Pham Nguyen in Vietnam also carried out the advertising work
on newspapers, television. We can clearly see this because if you read a magazine or
newspaper about consumers, there is always have Pham Nguyen Confectionary Company
advertisement for a product.

3. Role and responsibilities of a marketing manager withinthe

organization
“Marketing managers or officers are focused mainly on the practical application and
management of an organization’s marketing operations. For marketing managers to be
efficient
and effective in performing their functions, they should have excellent communication
andanalytical skills. In small organizations, the marketing manager is in charge of the
organization'sentire marketing activities and therefore handles formulating, directing and
coordinatingmarketing activities so as to influence customers to choose the organization's
products overthose of competitors.” (Defined by SmallbusinessChron, 2018)

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Role of Marketing Manager

A Marketing Manager Conducts Market Research
A marketing manager carries out market research to gain a clear understanding of what an
organization’s customers really want. Marketing research enables these managers to
identifynew market opportunities, helping the organization create a market niche for its
products orservices. Market research also involves studying the organization's competitors
so as to developsuperior products and employ efficient marketing techniques. Companies
conduct marketresearch using questionnaires, face-to-face interviews or analyzing the
buying habits of consumers.
Developing the Marketing Strategy
Marketing managers are responsible for developing marketing strategies for their
organizations.These strategies outline clearly how an organization will promote its products
and services to itstarget market with an aim of increasing its sales volumes and maintaining
a competitive edgeover its competitors.
Customer Relationship Management
The marketing manager performs the function of championing customer
relationshipmanagement in the organization. The marketing manager collects this
information from theorganization's customer database to help create a customer satisfaction
survey. Marketingmanagers then share this information with other employees to ensure they
offer excellentcustomer service to their clients in order to build lasting relationships.
Employee Management
Marketing managers are in charge of the marketing department and therefore are
responsiblefor employees within their department. They assign duties and set targets for
departmental staff.It is also the function of marketing managers to perform periodic
performance evaluations of thestaff working for them.

Identifying New Business Opportunities

Marketing managers analyze market trends with an aim of identifying unexploited or
newmarkets for the organization's products and services. Through studying the purchasing
patternsof consumers, they can identify the peak and off-peak demand periods for their
products. Byemploying sales forecasting, they can estimate future performance of the
organization'sproducts. Also through market analysis and forecasting, they can develop
strategies to ensurethe organization remains competitive.

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Assignment Brief (RQF)

the marketing manager is to manager in the marketing function perform the keyactivities
and make the following basic decisions:
In planning function:
Develop marketing research plan, determine the target market for thebusiness, design
marketing strategy, make a list of products, set up product developmentprograms,
construction of pricing policies, create advertising and promotion programs,declaration on
distribution channel organization, training plan and training marketing staff.
In organizational functions:
Organize the implementation of marketing research programs,declare the organizational
structure of the marketing department (functional or productiveorganization, geographic
area, or matrix structure), particularly responsible for each operatingdepartment, organize a
network of sales intermediaries and decide on sales locations, establishrelationships with
government, media and the public, remote, train and train marketing staff,organize
warehouse network and transportation system, organizing customer conferences,managing
the participation in fairs and exhibitions, price changes, product improvement,promotion
organization.
In leadership:
The volume of negotiations with the relevant forces (the public, the media),motivate and
motivate sales people, motivate and motivate sales people.

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Assignment Brief (RQF)

In the evaluate function:

Check marketing budget, cost comparison with budget, evaluate theeffectiveness of
advertising, promotion, check price changes and price adjustments, control thedistribution
system, sales.
Responsibilities of Marketing Manager
Marketing manager of Pham Nguyen company is the person responsible for overseeing the
allocation of resources to marketing activities. Marketing activities are the activities are the
activities which determine the success or failure of an enterprise.
Responsibilities towards Enterprise
Marketing manager of Unilever company is a very responsible authority to achieve the
pre-determined goals of an enterprise. To increase the honor and earning of the firm,
Manager has to plan, organize, co-ordinate and control all the marketing activities.
 Gather the results of market research and decide and control the quantity and quality
of production.
 Sale forecasting, product planning and price fixation.
 Prepare a roadmap of advertisement and sales promotion and specify the channels of
distribution for goods and services.
 Control credit policy of the firm and also the cost of marketing activities.
 Arrange for after-sale-services and remove the problems of consumers.

Responsibilities towards Employees

A Marketing Manager has a great responsibility towards’ the employees of his department.
For his employees, he has the responsibility to provide them proper training and
remuneration. The other responsibilities of marketing manager towards his employees are to
 Commence schemes for their welfare
 Motivate them, which indirectly benefits in the development of the firm.
 Evaluate the performance of employees and receive the suggestions and the problems
of employees.
 Co-ordinate the activities different employees.
Responsibilities towards Customers
Following are the responsibilities of a Marketing Manager towards customers (or
consumers):
 To make the regular supply of goods and services.
 To study the needs and wants of consumers and according to it fulfill their demands.
 To provide after sale-services.
 To educate the consumers regarding alternative uses of products.
 To remove grievances of consumers.

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Assignment Brief (RQF)

 In the context of the organisation, to maximize the effectiveness of the work

in Pham Nguyen Confectionary Company , the marketing manager should
focus on orienting - controlling the overall marketing activities, as well as
providing general direction for marketing to the whole department.
According to current trends, the brand of a product plays the most important
role in the development of Pham Nguyen Confectionary Company, so the
marketing manager must perform the quickest and most accurate calculations
to promote the brand of the product is becoming stronger ,as well as many
advertising programs to attract customers. In addition to the basic qualities of
marketing, marketing manager must have professional management
capabilities. So marketing manager covered the marketing strategy from
which to develop the brand of the company reaching the market to reach
customers. This is also the biggest difference between a marketing manager
and a marketing staff.
4. The influences and interrelates with other departments in Pham
Nguyen Confectionary Company
To implement the strategy, in addition to the quality and brand of product , the department
of Pham Nguyen must have resources such as finance, human resources, technology,
production equipment, meaning is connect with other functions in the enterprise synergy for
the market. Therefore, marketing has both independent functions and must coordinate with
other business functions to achieve the goals set.
The relation with the Human Resource Department
The HR department always develops the accuracy and the productivity of any department
andalso helps any department in gathering experience through training sessions. In order for
themarketing department to have a strong team, the relations between both marketing and
HRdepartments must be powerful.
The relation with the Finance Department:
Money is a factor in every process and every company. The finance department supports
themarketing department with a lot of statistical information about the moderate prices that
thecustomer expects for a specific product. That is in addition to the funds it gives the
marketingdepartment in order to produce commercials, fliers, packaging designs, logos and
everything artistry that concerns the company. The Finance department is considered the
backbone of thecompany in the eyes of all marketeers.
The relation with the Production department:
The marketing department always gathers information about the needs of the customers
andalso surveys the people about the quality, the expenses, and the valuably of the products
andhence the reports the information back to the production department in order to produce
whatpeople with reasonable prices. Through the surveys, the marketing department also
spots thethings that people do not like about the product which helps the production

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Assignment Brief (RQF)

department improvethe product quality, the marketing department also decides where to sell
and to whom thecompany should sell the product which is based according to the nature of
the product itself.
5. The value and importance of the marketing role in thecontext of the
organization
Today, large and small-scale, global and local, innovative and traditional, public and
private, everyone is competing for the same market. Pham Nguyen company has realized
the power of holistic approach to marketing to create and maintain a desirable demand,
reputation, and competition. The role of marketing is too diverse to be summarised in one
small article. Nevertheless, few arguments to state the importance of marketing in today’s
world.
Marketing plays a key role in the sale of most goods and services. For instance, if Pham
Nguyen Confectionary Company out with a new product nobody in the public will know
about it. The company will thenget the help of marketers, who will use marketing tools to
promote the product to the public.Pham Nguyen is not going to simply let the public find
out about the product for themselves, ifthis was the case then the product would never be
successful. Convincing customers to buy anew product is perhaps one of the hardest parts of
marketing. Through the digital revolution inrecent years marketers have tools at their
disposal that they never had before. Marketing has a very important role in building your
company’s reputation. A good or even a bad reputation can have a very big impact on sales.
Any good marketer will know not just how to build a goodreputation but also how to deal
with a bad one as well. Pham Nguyen Confectionary Company need to understand customer
needs and wants if they wantto be successful. Building good customer relationships is one
of the most important parts ofmarketing. The key to this is by creating customer value and
satisfaction. Higher levels ofcustomer satisfaction lead to greater customer loyalty, which
results in better companyperformance. Customer retention is very important for an
Organization. Attracting new customers is very important.
Creating A Brand
The brand is the Pham Nguyen Confectionary Company’s most valuable asset and the sole
responsibility to create a brand lies on the shoulder of the marketing department. The
market is full of similar products and the only thing which makes the company stand out is
its brand. Today, Brand is not just a combination of name, symbol, and design, it is the
business-consumer relationship, the consumers’ perception, and the consumers’ opinion
about Pham Nguyen company and its products. Along with the symbolic value, a brand also
carries an awareness value which eventually leads to brand loyalty and more sales if taken
care of properly.
Product Development

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Assignment Brief (RQF)

One of the most important aspects of product development is to search for a perfect market
for the product, get consumer insights, and develop a perfect proposition to make it stand
out of the rest. The 4p’s of marketing play a huge role in the product development.
Communication
Competition is everywhere and sometimes it’s only the good communication strategy which
makes the brand stands out of the rest. New communication avenues like internet, smart
devices, and social media, have opened the doors to new and more targeted communication
strategies which eventually lead to more conversions.
In this competitive environment, a product without communication is a dead product.
Building Relationships
A relationship is built on trust, understanding, and pride. Marketing plays a very significant
role in building a relationship between the customers and the organization. It works along
with the product team to deliver what’s promised at the time of and after the sale has taken
place. The relationship, once built, makes the customers more brand loyal and gives them
the confidence to repeat sales and buy more products under the same brand. The
relationship further narrows down the marketing funnel by removing the top two stages
(awareness & interest) and making the business activities more fruitful.
Maintaining The Company’s Reputation
The success and the life-span of Pham Nguyen Confectionary Company are positively
correlated to the company’s reputation which usually is correlated to the brand equity of the
business. A majority of the activities of the marketers are directed towards building the
brand equity of Pham Nguyen Company.
Pham Nguyen Confectionary Company’s reputation is built when it successfully fulfils the
expectations of its customers, when it acts like a responsible member of the society, and
when the customers feel proud of using its products. Marketers by using effective
communication, CSR, PR, and branding strategies, make sure that the company’s reputation
is maintained.
Healthy Competiton
Marketing also creates a climate in the market for good completion with other companies.
Marketing sets the well- defined price to its new and existing products so that both
customers the competitors in the market access it, bringing about healthy competition.
6. Conclusion that emphasize the significance of havingeffective
interrelationships between different functional department
It can be seen how important marketing is to an organization. It’s responsible for building
Pham Nguyen Confectionary Company reputation, dealing with bad press, selling new
products, and creating customerloyalty. We have also seen that organizations that do not
look after the needs of its customerswill eventually see falling profits followed by closure.
The philosophy that firms should analyzethe needs of their customers and then make

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decisions to satisfy those needs, better than thecompetition. With increased discretionary
income, customer could afford to be selective and buyonly those products that precisely met
their changing needs, and these needs were notimmediately obvious.
Trust
Efficient and accurate communication among organizational units builds confidence within
them. Specific information is given when departments have effective communication. Extra
checking on documents is eliminated hence saving time.
Customer Service
Effective communication among departments improves customer service. Customers don't
have to suffer from bureaucratic referrals e.g. when billing is done, and the finance
department has to communicate with customer care.
Efficiency
If the sales staff misses business just because the manufacturing department was unaware of
an increase in product demand then the Pham Nguyen Company suffers a significant loss of
revenue. A release of a new product is communicated amongst the departments hence
making them aware and act accordingly.
Conflict
Conflict can brew when there is a breakdown of communication. Conflicts can create bad
blood amongst agencies. Communication is used to solve this.

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Conclusion
In Conclusion, Pham Nguyen Confectionary Company Viet Nam is a typical market-
oriented company, operating in more than 15 countries. They are providing many new
employee-oriented programs both for senior leveland entry level people. They are aware of
their social and ethical responsibilities. They aremanaging the consumer and business
market in an effective manner. They face their competitorsand feel proud to take it as a
challenge. They feel pride in making their customers happy. They know how to conduct
their business in international communities. They maintain levels at the company to ensure
good customer support. The way they have proved themselvesin consumer, business and
international markets, they still have a high aim to attain more andmore. Despite facing
many big names in the industry, Pham Nguyen Confectionary Company Viet Nam is not
weakened by hisstrategies. Pham Nguyen Company's marketing strategy is very good in
Vietnam. However, with the recent growth stage,Pham Nguyen's market share is expected
to increase and is expected to increase in the near future.

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References
1. “The Importance of Communication Between Different Departments in an
Organization” https://smallbusiness.chron.com/importance-communication-between-
different-departments-organization-11901.html
2. MarketingBusinessNews, 2018Available at: https://marketbusinessnews.com/financial-
glossary/marketing-definition-meaning/ [Accessed Date 05/12/2018]2.
3. “Marketing Concepts” “ http://www.assignmentpoint.com/business/marketing-
business/marketing-concept-unilever-bangladesh.html”
4. Essentials of Marketing Book
5. Marketing mix 4P“https://news.zing.vn/marketing-mix-4p-bai-hoc-can-ban-ve-tiep-thi-
post891682.html”
6. “marketing manager” “https://marketingai.admicro.vn/chuc-nang-nhiem-vu-chinh-cua-
phong-marketing/”

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