ASSIGNMENT 1 FRONT SHEET

Qualification BTEC Level 4 HND Diploma in Business

Unit number and title Unit 2 Marketing Processes and Planning

Submission date Date Received 1st submission

25/06/2023

Re-submission Date Date Received 2nd submission

Student Name NGUYEN THANH NAM Student ID BH00974 ….

Class BA6201 Assessor name Ngo The Nam

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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.

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Nguyễn Thành Nam

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Contents
1. The role of marketing .............................................................................................................................................. 5
2. Micro + macro marketing in business....................................................................................................................... 5
• Macro environment ................................................................................................................................................ 6
2 . The role of the marketing department for Truong Hai automobile joint stock company........................................... 6
2.1 Factors affecting the micro and macro environment on business activities Truong Hai automobile industry. .......... 6
* Economic factor ...................................................................................................................................................... 8
2.2 The impact of the macro environment on Truong Hai automobile enterprises....................................................... 9
2.3 The influence of the micro environment affects Truong Hai Auto Joint Stock Company ....................................... 10
3.0 Marketing influence and relationships with other functional departments ............................................................... 12
4.0 Reference ............................................................................................................................................................... 14
I.I ntroduction

As we all know marketing is a very new concept in the past 10 years. So what is marketing?
Marketing is the exchange of value between a business and its customers. Marketing is a business that
needs to understand the basic wants, requirements and needs of customers.
1. The role of marketing
Marketing plays a very important role in every business. Whether a business has large or small coverage
depends on how well the marketing team works or not. So what is the role of marketing?
• Marketing helps businesses understand customers
• Marketing helps businesses understand customers
• Marketing helps convey information about brands and products to customers
• Marketing helps increase sales
• Marketing helps businesses increase sales effectively.
• Marketing contributes to increasing the presence of the business in the memory of customers
• Marketing facilitates close interaction with customers
2. Micro + macro marketing in business
• Micro environment
+ Microenvironment is the environment in direct contact with the business organization and can
directly affect the day-to-day operations of the business. It is associated with a small area where
the company is operating.
+ The microenvironment is the collection of all the forces close to the company. These forces are
very special just for the aforementioned business. They can affect a company's performance and
day-to-day operations, but only in the short term. Its elements include suppliers, competitors,
marketing intermediaries, customers, and the company itself.
• Suppliers are those who provide inputs to the business such as raw materials, equipment, etc.
• Competitors are competitors with the business in terms of market and resources.
• Marketing intermediaries can include wholesalers, distributors, and retailers creating a link
between the company and its customers.
• Customers/Consumers are people who buy goods for their own consumption. They are
considered the king of business.
 • The company itself is a collection of several elements such as owners such as shareholders or
investors, employees and a board of directors.

• Macro environment
+ The general environment in the economy that affects the operations, performance, decision making
and strategies of all business groups at the same time is known as the Macro Environment. It is dynamic
in nature. Therefore it is constantly changing.
It constitutes external forces that are not under the control of the company but have a strong impact on
its operations. It includes individuals, groups, organizations, agencies and others with whom the
company deals in the course of its business.
+ The study of the Macro Environment is called PESTLE Analysis. PESTLE stands for variables that exist in
the environment, i.e. Political, Economic, Sociocultural, Technological, Legal and Environmental. These
variables, considering both economic and non-economic factors such as social concerns, government
policies, family structure, population size, inflation, GDP dimensions, income distribution income, ethnic
mix, political stability, taxes and obligations, etc.
2 . The role of the marketing department for Truong Hai automobile joint stock company
Truong Hai Group Joint Stock Company was established on April 29, 1997. The founder is Mr. Tran Ba
Duong, currently Chairman of THACO Board of Directors. After more than 20 years of establishment and
development, THACO has become a multi-industry industrial corporation, in which Mechanics and
Automotive are the mainstays, and at the same time develops complementary production and business
fields, creating synergistic values and enhance competitiveness, including: Agriculture; Construction
investment; Logistics and Trade & Services. THACO is the leading and largest enterprise in Vietnam in the
field of automobile manufacturing and assembly, with a value chain from product research and
development (R&D), production of spare parts, automobile assembly, and so on. automobile, to freight
forwarding and distribution, to retail. Products have a full range of categories: trucks, buses, passenger
cars, specialized vehicles and full segments from mid-range to high-end with sales and market share
always leading the Vietnamese market for many years.
2.1 Factors affecting the micro and macro environment on business activities Truong Hai automobile
industry.
* Political and legal factors
+This factor analysis is very important, because if an area has water The political situation is unstable,
which will have a great and bad influence on the force labor force, investment situation of foreign
partners….The political and legal factors of the state have always been considered as issues fundamental
problem, the foundation for determining other factors in business environment of a country. These
factors also create time opportunities and causes for strategic activities of the techno-economic sector
algorithm and enterprise information through its components, which is stable in terms of politics,
innovation, creating economic groups, building companies national scale, legal system and regimes,
policies...
- Political stability: this can be evident in the mainline view
The largest shop of the Party and State. Political stability is always good considered as favorable and
attractive opportunities for strategic activities of investors .
Investment, manufacturers, domestic and foreign business.
- Innovative economic management: the policy of implementing an open economy, socialist-oriented market
economy. Up to now, this element has been and is creating many opportunities for economic and technical
industries and businesses in at home and abroad are allowed to meet, exchange, visit, look for opportunities
invest or seek to establish partnerships, joint ventures to develop and expand the consumption market, to develop
production and business with high efficiency
- The policy of creating strong economic groups and building works national level. This element shows that the
state or government is the consumer using the largest commodity, which is a large market, creates favorable
opportunities to economic and technical industries, and large enterprises that deliver goods and services into this
market in the direction of a long-term strategy.
-The legal system and policies such as the law-abiding corridor determine and govern the activities of
enterprises throughout the process formation, operation even in bankruptcy. Therefore, it is necessary
to evaluate and analyze the legal system. It is most clearly shown through the ministries Laws, decrees
and ordinances to regulate business behavior of enterprises businesses, forcing businesses to go in the
right direction and implement in the process the process of formation, adjustment ... and the bankruptcy
process of the enterprise. The legal system and policies and regimes show that: National Assembly, State
has been promulgating laws, regimes and policies with the spirit of increasing consensus complete and
perfect to create favorable conditions for stable economic development socio-economic development,
production and business development, ensuring autonomy in production business activities of industries
and enterprises in accordance with the law In addition, this is also an essential condition for the good
implementation of the principle: Peace equal respect for each other and mutually beneficial in business”.
The operating mechanism of the State also plays an important role in the operation of the country
business activities of the Enterprise. It directly determines the effectiveness of the laws and economic
policies of the State. Good governance will be favorable conditions for businesses to develop
-The National Assembly and the State have promulgated many laws, mainly related to production and
business, such as: Law on Import and Export; Law on Investment; the taxes; enterprise Law; competition
law; Law of thrift, anti-waste fees, anti-corruption; Labor law…
- In addition to opportunities, laws and policies can also cause problems risks and difficulties for strategic
operations of industries and businesses businesses if their content is not confidential, or is inconsistent
with the actual conditions. Therefore, the implementation, improvement and renewal of the main laws
and regimes books are essential work .
* Economic factor
-The current state of the economy and its development trends through the economic factors, which have
a great influence on the strategic activities of industries and businesses.
-The components of this factor that must be taken into account are: The growth rate of the economy
economy; bank interest policy; monetary policy; inflation rate, exchange rate exchange; unemployment
rate…
-The rate of growth or decline of the economy during periods of mania
- Prosperity or growth, decline or decline, and recovery all affect strategic activities of industries
and businesses, specifically as follows:
• If the national economy is in a flourishing stage or development, it will create favorable
opportunities for strategic activities of industries and enterprises in the production and
consumption of goods
• Conversely, if the economy is in a recession or recession, decrease, it will pose a risk to the
strategic operations of industries in production and consumption of goods.
- High or low interest rates or bank interest rates all have an effect to the strategic activities of industries
and enterprises in creating capital generation and capital use. Therefore, if the suet rate or rate of
interest is assumed to be reasonable, will create opportunities for deposit mobilization in banks and
other partners borrowing effect. On the contrary, if it is unreasonable such as too high or too low, it will
be poses a risk in the mobilization and lending of capital, and will certainly affect influence the strategic
activities of industries and businesses.
- Monetary policy and exchange rate: This is also a factor that has created time risk, and pose a risk that
not only increases or decreases the value of money, but also affect the strategic activities of industries
and businesses.
- Inflation rates increase or decrease also affect strategic operations of industries and businesses.
Specifically: if the inflation rate increases, prices value of money is reduced, adversely affecting economic
activities, to the creation of capital and the use of capital for production and business. On the contrary, if
the inflation rate reduce or control inflation, will ensure the value of money, promote economic
development and business development. In addition, rising or falling inflation also affects job creation
employment for workers, affecting the unemployment situation
-The crisis of oversupply of goods affects strategic operations of industries and businesses, it manifests
itself in two aspects namely: If there is an oversupply crisis, leading to a phenomenon where supply is
greater than demand, goods are overflowing
-Consumption is difficult to consume, businesses race to reduce prices. This has caused damage to the
economy, as well as damage to industries and businesses in the stagnation, stagnation of production and
business. On the contrary, if a crisis occurs, crisis, leading to the phenomenon that supply is smaller than
demand, goods are scarce, businesses hurt each other to increase prices, also causing damage and
difficulties for development and business development of many industries and many enterprises.

2.2 The impact of the macro environment on Truong Hai automobile enterprises

Socio-cultural: Challenges: The difficulty of culture in developing the market of enterprises is very great.
The increasing intellectual level of the people will affect most of the tastes, designs, models and colors of
products. Regional differences lead to very different consumption trends. Southerners will choose to buy
a car for their own use, the North's consumers have a very important role besides the utility when
 consumers make a decision to buy a car. Difficulties in provide labor resources at the enterprise. The
population of our country has passed the golden population period and the population is tended to age.
According to the report on socio-economic situation in the fourth quarter and in 2021 of the Ministry of
Planning and Investment, the number of employees working in industrial enterprises as of December 1,
2021 increased by 1.7% compared to the previous quarter. same month last month and down 1.9% year
on year. manufacturing fell 2.1%. This shows that enterprises have difficulty in having enough labor
resources to meet production, especially skilled labor. Opportunity: Currently, Chu Lai OEZ contributes
70% of the budget. for Quang Nam province, of which mainly Truong Hai. The KTM zone and especially
Truong Hai have solved a significant source of local labor, more importantly, broadly speaking, it has
strongly influenced the thinking of leaders and people in the direction of thinking. industry. This is very
important. The development of Truong Hai has promoted and pulled the development of other projects,
as well as areas of social life in Chu Lai area. With Truong Hai's actual contributions to Quang Nam,
Truong Hai has become the leading enterprise of Chu Lai Open Economic Zone. Truong Hai will continue
to develop more. The next 20 years will be the period of accelerating integration and opening up. Truong
Hai must and will improve technology and export products to participate in the global value chain.
2.3 The influence of the micro environment affects Truong Hai Auto Joint Stock Company
* To analyze the microenvironment we will need to analyze the following factors
• Current Competitors
• Potential competitor
• Supplier pressure
• Pressure from customers
• Risk of substitute products

- First, we will learn about current competitors. Businesses in the industry compete directly with each
other, creating pressure on the industry, thereby creating huge competitive pressure. One-time
switching barriers arise with the transition from one supplier to another . Large companies operating in
this market dominate the Vietnamese market such as Thaco, Toyota, Honda ..... Competitors always have
to compete with each other to create something new and different .
- Regarding the conversion barrier will originate from two endogenous and exogenous factors. The
endogenous factor is that customers' psychology of familiarity with using and fear of change is not high,
and the cost that customers spend to change suppliers is not as high as before. The exogenous factor is
that competitors with Truong Hai such as Mercedes-Benz, Audi ... the work of attracting customers is not
strong.

-The second is about potential competitors. This is an industry with many strong brands, high investment
costs and a lot of capital and especially related to government policies, protective tariffs. Truong Hai has
to compete with many big brands in the industry. The company has built its own advantage in terms of
brand and reputation, has a loyal customer base, and the advantage of experience in the market is an
extremely important factor to help Truong Hai solidify its position. However, as we all know, for the
government to raise the tax on this item very high, it greatly hinders businesses, and the government
also discourages the development of automobiles due to the inability to meet the infrastructure
requirements.

- The third is pressure from suppliers. There are too few factories manufacturing and assembling
components in Vietnam, which greatly affects the production stage. The State has not really paid much
attention to and focused on promoting investment in the domestic component manufacturing industry.
According to the automobile import tax reduction roadmap, Vietnamese auto parts manufacturers will
face great difficulties from international competitors.
- The tax on spare parts is unreasonable, there are spare parts that cannot be produced domestically but
still maintain a high tax rate. Enterprises have to import components from abroad at a very high price,
since then the price of cars has increased very sharply .

- Fourth is pressure from customers. Consumers need innovation from the brand, reasonable prices,
after-sales service, product quality are extremely important factors. The auto industry has now passed
the bottom of the crisis, the economy is on the rebound, businesses are starting to invest in fixed assets
while consumer demand is high. Enterprises must balance the price so that it is most reasonable for the
market.
- The fifth is the risk of substitute products in the future that may be ships , motorbikes , bicycles , buses .

Enterprises need to maximize the advantages that their products can bring, thereby creating their own

special points for their products.

3.0 Marketing influence and relationships with other functional departments

In order for a company to operate at its best, that company will have to include many different
departments that support each other to help the company achieve its immediate and long-term goals.
We must mention some important departments such as research development department, purchasing
and production department, finance & accounting ,department, sales department , human resource
department . But there is a very important department that is marketing. In a normal business, the
marketing department will be the most interactive place for the above departments, but a lot of
interaction will inevitably lead to internal conflicts. So let's find out how the marketing department and
other departments will support and conflict with each other in a business.

+The R&D department is the research and development department in an enterprise. This department
will research potential products and markets, thereby helping the marketing department to optimize
time and costs to promote the promotion of that product.
- The conflicts of the R%D department when combined with the marketing department is that when a
product is researched for too long and launched into the market, the product may be outdated.
- R&D is not suitable for all research because it is also influenced by market factors.

+Purchasing and Production department is a department that has some tasks such as buying and selling
goods and services to serve production needs in business. The purchasing and production department
will help the marketing department to have the most comprehensive view of the price market and from
there make reasonable strategies.
- The conflicts that arise is when this department updates the wrong data on inventory as well as prices,
leading to the marketing department having wrong strategies leading to great influence on the company.
+ Finance & Accounting Department The accounting department is a very important department that
manages the entire cash flow of the company. The accounting department helps the marketing
department with expenses to pay and develop its strategy.
- Conflicts can be mentioned if the marketing department makes unclear plans and if not approved by
the director, the accounting department can not disburse quickly leading to unnecessary conflicts.

+ Sales Department is the sales department in the company. This department is responsible for
helping the marketing department sell products in the markets that have been promoted to increase
sales for the company.
- The huge conflicts between sales and marketing when marketing only knows how to spend money and
sales only know how to make money.
- The Mareting department launched a new campaign to introduce the product, the sales staff often
complained that it was not suitable, did not target the right customers. The sales department lacks and
weak customer care and consulting skills, thereby slowing down the progress of the marketing
department.

+ HR Department helps the marketing department recruit more staff with high expertise in the field of
marketing, thereby helping the marketing department to reach customers faster.
- The human resources department always has certain conflicts with the marketing department, for
example, the poor control of the input quality of employees, the employee's qualifications are not
carefully verified, thereby affecting the quality of work. as well as affect the company.

➢ From the above information, we can conclude that every business needs a strong marketing
team to make money further. Enterprises need to pay attention to meet the surrounding factors
as well as the needs of customers and the market, thereby making reasonable strategies to
change product diversity and thereby building a day-to-day business. grow stronger.
4.0 Reference

OCD.(2023). The role of marketing . OCD Management Consulting, Avaliable at :

https://ocd.vn/marketing-la-gi-vai-tro-cua
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,Marketing%20gi%C3%BAp%20doanh%20nghi%E1%BB%87p%20hi%E1%BB%83u%20kh%C3%A1ch%20h
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%91i.

Hiep,T.( 2023). Micro + macro marketing in business . Tinhte mạng xã hội , Avaliable at :
https://tinhte.vn/thread/su-khac-nhau-giua-moi-truong-vi-mo-va-vi-mo-trong-marketing.3382990/

Xemtailieu.(2020). The impact of the macro environment on Truong Hai automobile enterprises. Text
xem tài liệu , Avaliable at : https://text.xemtailieu.net/tai-lieu/tac-dong-cua-moi-truong-vi-mo-den-cac-
doanh-nghiep-san-xuat-o-to-o-viet-nam-348941.html

Huy,N. (2015). The influence of the micro environment affects Truong Hai Auto Joint Stock Company.
Slideshare a Scribd company , Avaliable at : https://www.slideshare.net/huynguyentien165/qtcl-phn-tch-
mi-trng-vi-m-cng-ty-thaco