Marketing plan for launching roundup ready system in Vietnam

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TRƯỜNG ĐẠI HỌC MỞ TP.HCM UNIVERSITÉ LIBRE DE BRUXELLES

HO CHI MINH CITY OPEN UNIVERSITY SOLVAY BRUSSELS SCHOOL

MBMM4

NGO LANH

MARKETING PLAN FOR LAUNCHING ROUNDUP READY

SYSTEM IN VIETNAM

MASTER PROJECT

MASTER IN BUSINESS & MARKETING MANAGEMENT

Tutor’s name: Dr. Le Thanh Long

Ho Chi Minh City

(2010)

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COMMITMENT

This is my original work, I trust the legality of all references, information and materials

used to complete the project.

This thesis contains some information and materials from the Monsanto Company and

Dekalb (Vietnam) Co., Ltd. It is limited to internal business purpose use and not allowed to

be spread out excepting for the jury of Solvay Brussels School, Hochiminh City Open

University and some marketing professionals including the tutor.

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ACKNOWLEDGEMENTS

We, firstly, would like to express our gratitude to all of those who have given us the

possibility to complete this thesis. Especially, I would like to express my profound

gratitude and great appreciation to my supervisor Dr. Le Thanh Long for his valuable

guidance, advice and encouragement throughout the research study.

Special thanks are extended to my colleagues in Monsanto Vietnam for their attention and

giving valuable information, materials needed to improve the content of this study. Taking

this opportunity, I would also like to give my special thanks all professors, staff from both

Hochiminh City Open University, and Solvay Brussels School. Moreover, I would like to

thanks my classmates, Solvay Vietnam Alumni for their assistance and co-operation during

my study of the Master in Business and Marketing Management.

Finally, my gratefulness to my beloved family, friends for supporting me to complete the

master course.

Ngo Lanh

15 December, 2010

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TUTOR’S COMMENTS

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TABLE OF CONTENTS

Content PAGE

Title Page ........................................................................................................................... i

Commitment....................................................................................................................... ii

Acknowledgements............................................................................................................ iii

Tutor’s comments............................................................................................................... iv

Table of Contents............................................................................................................... v

Abbreviations..................................................................................................................... vii

List of Figures and Tables.................................................................................................. viii

Executive summary ........................................................................................................... ix

CHAPTER 1. INTRODUCTION ..................................................................................... 1

1.1 Rationales of the project............................................................................................... 1

1.2 The objective of the project ......................................................................................... 3

1.3 Scope of the project...................................................................................................... 3

1.4 Limitation of the project............................................................................................... 3

15. Research outline .......................................................................................................... 3

CHAPTER 2. LITTERATURE VIEW............................................................................ 4

CHAPTER 3. RESEARCH DESIGN.............................................................................. 7

3.1 Assumptions ................................................................................................................. 7

3.2 Research objectivities .................................................................................................. 7

3.3 Metholodogy ................................................................................................................ 7

3.4 Findings ....................................................................................................................... 8

CHAPTER 4. STITUATIONAL ANALYSIS.................................................................. 9

4.1 External analysis .......................................................................................................... 9

4.1.1 General information .................................................................................................. 9

4.1.2 Macro environment (PEST analysis)........................................................................13

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4.1.3 Micro environment (Poter’s 5 forces analysis).........................................................16

4.1.4 Summary of opportunities and threats......................................................................19

4.2 Internal analysis ..........................................................................................................19

4.2.1 The company introduction........................................................................................19

4.2.2 Summary of strengths and weaknesses....................................................................25

4.3 SOWT analysis............................................................................................................25

CHAPTER 5. MARKETING STRATEGIES................................................................26

5.1 Marketing objectives...................................................................................................26

5.2 Segmenting..................................................................................................................27

5.3 Targeting .....................................................................................................................28

5.4 Characteristics of customers........................................................................................28

5.5 Positioning ...................................................................................................................29

5.6 Marketing mix .............................................................................................................29

5.7 Budgeting ....................................................................................................................38

5.8 Implementation and control.........................................................................................39

CHAPTER 6. CONCLUSION AND RECOMMENDATION .......................................42

REFERENCES

APPENDICES

Appendix 1: Discussion guide for in-depth interview and group discussion...................A.1

Appendix 2: Questionnaires for market research............................................................A.3

Appendix 3: Research findings (corn growers’ concern about their current weeding)….A.6

Appendix 1: Some pictures of the product system &samples of promotional activities .A.9