• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

In this situation, I am a marketing executive in Canon, Vietnam. I have been approached by my Sales Director and requested to write a detail report on marketing programme which covers all the elements of marketing mix to help successfully launch these exc

Page
  1. 1
    1
  2. 2
    2
  3. 3
    3
  4. 4
    4
  5. 5
    5
  6. 6
    6
  7. 7
    7
  8. 8
    8
  9. 9
    9
  10. 10
    10
  11. 11
    11
  12. 12
    12
  13. 13
    13
  14. 14
    14
  15. 15
    15
  16. 16
    16
  17. 17
    17
  18. 18
    18
  19. 19
    19
  20. 20
    20
  21. 21
    21
  22. 22
    22
  23. 23
    23
  24. 24
    24
  25. 25
    25
  26. 26
    26
  27. 27
    27
  28. 28
    28
  29. 29
    29
  30. 30
    30
  31. 31
    31
  32. 32
    32
  33. 33
    33
  34. 34
    34
  35. 35
    35
  36. 36
    36
  37. 37
    37
  38. 38
    38
  39. 39
    39
  40. 40
    40
  41. 41
    41
  42. 42
    42
  43. 43
    43
  44. 44
    44
  45. 45
    45
  46. 46
    46
  • Essay length: 11650 words
  • Submitted: 05/02/2012
Share this essay:
University Degree Marketing

The first 200 words of this essay...

Canon Marketing Mix Programme

Transmitted to: Canon

Prepared for: Ms. Doti Chee (Lecturer)

Ms. Pham Thu Thuy (Tutor)

Unit 1: Marketing

Banking Academy, Hanoi

BTEC HND in Business (Finance)

Prepared by: Vu Hong Minh (Owen)

Registration No: A970629

Submitted: February 22nd, 2010

Contents Page

Cover Page............................................................................................1

Contents Page........................................................................................2

Executive Summary.................................................................................4

Introduction...........................................................................................5

3a. Describe how products (both SELPHY and LASER PRINTER) are developed to sustain competitive advantage in Vietnam........................................................6

3a.1. Definition of competitive advantage.........................................................6

3a.2. Total product....................................................................................6

3a.3. Product life cycle (PLC) .....................................................................10

3a.4. Porter's generic competitive strategies....................................................10

3a.5. Branding.......................................................................................11

3a.6. Ansoff Growth Matrix........................................................................12

3a.7. New product development..................................................................13

3b. Explain how distribution of products is arranged to provide optimum customer convenience..........................................................................................13

3b.1. The Five Right of Distribution.............................................................13

3b.2. Canon's Distribution Channel..............................................................15

3b.3. Selection of distribution Channel Selphy and laser printer.............................16

3b.4. Physical Distribution.........................................................................17

3c. The price of the product in the light of the 'Canon' objectives and market conditions exist in Vietnam.....................................................................................17

3c.1. Vietnam market condition in relation to pricing..........................................17

3c.2. Cost and profit.................................................................................18

3c.3. Pricing policy and

Read more
The above preview is unformatted text

Found what you're looking for?

  • Start learning 29% faster today
  • Over 150,000 essays available
  • Just £6.99 a month

  • "
    Markedbyteachers.com is the most informative, easy to navigate site that I have used, acquiring a wealth of information to assist with my degree.
    "
    Natalie. Criminology, Politics, Psychology and Economics. University Student.
  • "
    Before I looked at this site I had struck every dead end, but this opened up new doors for me in regards to my coursework.
    "
    Yoel Lax. Religious Studies. GCSE Student.

Marked by a teacher

This essay has been marked by one of our great teachers. You can read the full teachers notes when you download the essay.

Peer reviewed

This essay has been reviewed by one of our specialist student essay reviewing squad. Read the full review on the essay page.

Peer reviewed

This essay has been reviewed by one of our specialist student essay reviewing squad. Read the full review under the essay preview on this page.