Giáo trình Marketing DỊCH VỤ UFM

Group Assignment15th July 2021Analyze marketing mix 7P’s strategy of an existing service in Vietnammarket.Due date:15th July 2021Assessment Task: 60% of total assessment in subjectNumber of pages limit: minimum 30 pages (exclude cover page, table ofcontents, references, appendices)Assessment rationaleTo enable students to apply marketing mix 7P’s concepts and prepare awritten report which provides sound analysis matching theory to0020areal business operation.Task1. Form a team (5 to 6 members per group).2. The group is required to seek approval of the selected service andbrand with the lecturer before starting the assignment.3. The entire project must be completed and turned in by 15th July,2021. It is your responsibility in making sure the similarity index isnot more than 30% (excluding cover page, table of contents,reference list and appendices). Marks will be allocated for theoriginality of your report.4. Assignment must be substantially your own work. If you wish toreport another author's point of view you should do so in your ownwords, and properly cite the reference in accordance with thedepartmental style. Direct quotations should form a small part ofyour work, and must be placed in quotation marks and referenced.Any material taken from other references are to be acknowledged.5. You should seek your Lecturer’s advice from time to time.Assessment Criteria(Tối 8h thứ 5) SectionGuide for StudentsIntroduce the selected company andservices that are available in Vietnam. Yourdiscussion should include the objective ofyour study and report flow.Section 1: Introduction (Giớithiệu)Hảo - Phương- Giới thiệu về cơng ty của mình và dịch vụcủa mình(Hảo)- Mục tiêu nghiên cứu, đối tượng nghiêncứu(Phương)- report flow. CHUNGSection 2: Market &Competitors AnalysisThị trường và phân tích đối thủcạnh tranhHuy - UyênAnalyze the current market situation for theservice and identify the competitors withjustification.- Phân tích tình hình thị trường hiện tại đểbiết dịch vụ (Huy)- Xác định đối thủ cạnh tranh (trực tiếp và giántiếp) (Uyên)(Bằng chứng, số liệu thống kê)Section 3: Target customersanalysis & Positioning StrategyPhân tích khách hàng mục tiêu vàchiến lược định vịQuốc – TuyếtIdentify the target customers of thecompany and describe some of targetcustomers’ relevent behaviors Alldiscussions must be justified.- Xác định khách hàng mục tiêu của củacông ty (Tuyết)- Mô tả một số khách hàng mục tiêu (số liệuthống kế, bằng chứng)• Identify and discuss the chosen service positioning strategy using positioningtheory. (Quốc)- Xác định và thảo luận về việc chọn chiến lượcđịnh vị (dựa trên lý thuyết đã hoc)Determine and discuss the marketing mix7P’s strategies for the service in Vietnam.Justify your answers.Your discussion should include the theories,application of knowledge from the subjectmaterials as well as the publishedresources.Section 4:Analyzing the Marketing Mix(7Ps) StrategiesServices Product strategyPricing strategyDistribution strategyPromotion strategyService processesmanagementPhysical evidencesmanagementPeople managementSection 5:Evaluation & recommendationConclusionServices Product characteristicsPricing strategies (apply pricingtheories)Distribution strategy (applydistribution theories)Promotional strategy (applypromotional theories)Service processes management(apply service processesmanagement theories)Physical evidence management(apply physical evidencemanagement theories)People management (apply peoplemanagement theories)Evaluate each 7P’s of the company andrecommend for the improvement.Summarize your assignment in a conciseyet comprehensive manner. In accordance with APA Referencing standards. (referList ofReferences &Originalityhttps://apastyle.apa.org/style-grammarguidelines/references/examples/)ALL references must be creditable, original and verified.References based on opinion such as blogs, web resourceswhich is not original and just sharing information and wiki etc.shall be subject to mark reduction.1. Your report must follow the proper format. Theproject must be typed, line spacing of 1.5, on 8.27”x 11.69” sheets of unruled paper (A4 paper), usingTimes New Roman (12 point) font and paragraphsmust be justified.2. Each section of the project must be separated andclearly be identified.3. The cover page must list the following information:1. Title of the Project.2. Name of University.Format3. Team Members’ Full Names and ID.4. Course Name and Code.4. Your report must include:1. Cover Page2. Table of Contents3. Content4. Conclusion5. Reference ListMarking guideCriteriaMarks 14Be able to apply the theories and knowledge from the subjectmaterials as well as the published resources to analyze and discuss thestrategies of the company2345Be able to identify the company’s situation, resources and currentstrategies’ strengths and weaknesses to recommend for improvementin a logical way.The report includes all the required parts as described in theassessment criteriaThe report is supported with figures/numbers/graphs/data/facts, usingreliable sources and referenced in a proper APA style.The report is well structured with good flow and proper format3111

1. DIGITAL BRANDING 2. THƯƠNG MẠI ĐIỆN TỬ 3. TÀI LIỆU THAM KHẢO