We, the above group students, hereby confirmed that this assignment is our own work and not copied or plagiarized from any source. We have referenced the sources from which information is obtained by our group for this assignment.

________________________________                                                      _________________________

On behalf of the Group/Signature                                                                        Date


ASSIGNMENT GRADE                 

      Common Skills Grade

Unit Outcomes


Table of Contents

References …………………………………………………………………………..30


There are a huge range of milk products are sold in Vietnam market, included both domestic such as Vinamilk, Hanoi milk, and foreign business such as Dutch Lady, ABBOUT, so on. This is mentioned that Vietnam market is not only a potential market but also it is attracting business milk including Milky Products Private Limited (MPPL). MPPL is a private limited company established in 1969. In 1974, this company was obtained listing on the Stock Exchange of Singapore (SGX). MPPL has two main milk produces which are filled milk (new product) and sweetened condensed milk. In addition, MPPL will expand into Vietnam with filled milk containing palm oil instead of butterfat for the fat component. Besides, there are three brands of sweetened condensed full-cream milk such as FresMilk (the best quality), DresMilk and CreamyMilk. Since 1976, the company introduced Calac for infants. Will MPPL be success in Vietnam market by their experience in business and their quality of products?


Up to now there is not common definition of marketing yet. Some definitions are concerned with role and task of marketing while others are deal with factors make marketing success such as pricing, promotion, products and services. However, most academic definitions of marketing involve recognising marketing as an exchange process and it concerns the relationship between supplier and customers and also concerns the satisfaction of customers with companies’ profitability.

Firstly, an US marketer Phillip Kotler has defined marketing is “social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with other” (Kotler, 1997). Each part of marketing definition explain what marketing is and how it is practiced. In business to business environment, marketing can be an exchange between individuals and groups while organisations exchange product of value to each other. According to the marketing definition of Philip Kotler, marketing can be understood like a managerial process which can fulfill needs and wants of one group marketing. In addition, the word “VALUE” is added to the definition that shows marketing can bring benefit for customers such as products, promotion, quality, satisfaction, and so on, but also can bring benefit for organisations in term of money or profit.

Secondly, “Marketing is the management process that identifies, anticipates and supplies customer requirements profitably” (the definition of the Chartered Institute of Marketing or CIM). The marketing definition of CIM emphasises the organisations can identify customers’ needs and wants through market research in order to fit those needs via planning and implementation of marketing. This definition could be apply for enterprises can understand, anticipate the requirements of customers and consider those requirements as core components to do an effective marketing which could be concerned profitability.

Thirdly, marketing definition was provided by the American Marketing Association (AMA) is understood that “marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational goals” ( the definition provided by the AMA). This definition is not an exception. It is considered as an exchange process which involves planning and executing. How the price is set up? How promotion and distribution system is established to satisfy customers, suppliers and the organisation itself.

There are many different definitions about marketing. However, particular components of definitions of marketing all indicate the priorities of marketing such as satisfying customers, maximising marketing opportunities, facilitating exchange values, staying ahead in dynamic environments, increasing market share, enhancing profitability, and analysing competitors. Therefore, marketing helps a business to implement their ultimate aim which is profit maximisation in order to do so the business has to practice marketing in term of production, products, promotion, distribution, sales, and etc.


Marketing orientation is usually defined as the organization wide generation, dissemination. This definition is different from product orientation. A marketing orientated organization start with the market, focus on customers needs, coordinate all activities in organization to affect customers and earn profit through customer satisfaction. All of these characteristics not separate clearly, each characteristic have link to others so that it can helps marketing process is more effectively when it runs in a company. Marketing orientation has many advantages for company to develop their product and satisfy customers but also has some limitations that company should know so that it can be solved as soon as possible.

Join now!

       Starting point of marketing orientation is the market. A company will penetrate the market before producing its good. It means that company will research about the market where its good will be sold. When an organization do market research, it will collect, record and analyse all information relate to its product and market which are very useful for business to understand more clearly about its market. In researching market, a company usually identifies market information such as: demand of customers, price, the competitors it can have, segmentation and the trend of market in the future. This information ...

This is a preview of the whole essay