Marketing plan for launching abbott CMR in Vietnam

TRƯỜNG ðẠI HỌC MỞ TP. HCM UNIVERSITÉ LIBRE DE BRUXELLES

HO CHI MINH CITY OPEN UNIVERSITY SOLVAY BRUSSELS SCHOOL

MBMM4

TRẦN KHÁNH PHƯỢNG

MARKETING PLAN FOR LAUNCHING

ABBOTT CMR IN VIETNAM

MASTER PROJECT

MASTER IN BUSINESS & MARKETING MANAGEMENT

Tutor’s Name: PGS.TS Nguyễn ðình Thọ

Ho Chi Minh City

(2010)

Marketing plan for launching Abbott CMR in Vietnam Final Project

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Commitment

This is the first marketing plan I have created based on the knowledge I gained from

interesting marketing subjects in the Master Business & Marketing Management 2009-

2010 course of Solvay Brussels School and HCM city Open University.

I commit that the project is completed with my high honesty. I fully take responsibility for

any mistakes or incorrect information given in this project.

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Acknowledgements

Firstly, I would like to send great thanks to my tutor – the professor Nguyen Dinh Tho who

has helped me a lot in giving orientation, advices and comments on how to build up a

marketing plan.

Secondly, I would like to send many thanks to my professional mentor – Mr. Le Hoang Cu

who has given me the chance to understand more deeply the company’s business and

useful information to set up the marketing plan.

I also want to say thank you very much to all professors for useful marketing knowledge in

the Master Business & Marketing Management 2009-2010 course.

Finally, I would like to send special thanks to my darling husband who has heartily

supported me to complete this project successfully.

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Tutor’s comments

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CONTENT

Page

1. Executive Summary 8

2. General Introduction 10

2.1 Vision and Objectives of the project................................................................. 10

2.2 Company ..................................................................................................... 1611

2.3 Product ........................................................................................................ 1016

3. Situation analysis 18

3.1 External analysis.............................................................................................. 18

3.1.1 The Vietnamese IVD market overview.................................................. 18

3.1.2 Environment (SLEPT) analysis ............................................................. 19

3.1.3 Competition analysis ............................................................................. 26

3.1.4 Target market analysis........................................................................... 27

3.2 Internal analysis............................................................................................. 829

3.2.1 Profitability ........................................................................................... 29

3.2.2 Product analysis .................................................................................... 30

3.2.3 SWOT analysis ..................................................................................... 32

3.2.4 Key success factors of Abbott CMR ...................................................... 32

4. Marketing strategy 33

4.1 Targeting ......................................................................................................... 33

4.1.1 Segmenting criteria................................................................................ 33

4.1.2 Choosing the target................................................................................ 34

4.1.3 Target customers ................................................................................... 35

4.2 Re-Positioning strategy in VN market .............................................................. 37

4.3 Objectives of the marketing plan...................................................................... 41

5. Marketing planning 43

5.1 Marketing program ......................................................................................... 43

5.1.1 Product.................................................................................................. 43

5.1.2 Price...................................................................................................... 46

5.1.3 Communication (Branding) ................................................................... 46

5.1.4 Distribution ........................................................................................... 48

5.1.5 Convincing target customers.................................................................. 49

5.1.6 Customer relationship management ....................................................... 50

5.2 Budgeting ........................................................................................................ 50

5.3 Implementation and control.............................................................................. 51

6. Biliography 57

7. Appendixes 58

7.1 Market research design .................................................................................... 58

7.2 Results............................................................................................................. 61

7.3 Orginal questionaires ....................................................................................... 66

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Abbreviations

ADD Abbott Diagnostics Division

CMR Cardiac/Cardiovascular, Metabolic, Renal

IVD In vitro diagnostic

KOL Key opinion leader

SWOT Strength, Weaknesses, Opportunities, Threats

SLEPT Social, Legal, Economic, Political, Technical