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

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 the