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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

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  • Essay length: 11650 words
  • Submitted: 05/02/2012
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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

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