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000750385 Literature Review Dinh Huy Nguyen

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000750385

DINH HUY NGUYEN
LITERATURE REVIEW
THE MARKETING STRATEGY OF THE PRODUCT Dr. THANH TEA
NAME: DINH HUY NGUYEN
CLASS: INTAKE 2
ID: 000750385

I. Introduction:
In the current economic situation, enterprises have been aware the important role of
marketing activities in their development strategies. It does not only affect the production results
of the businesses in the short term but also have a strong impact in the long term.
Simultaneously, it also affect directly to the sales and profit of the businesses. Marketing is a
very important aspect in business since it contributes greatly to the success of the organization
(Exforsys Inc. 2009). If sale is a work for present selling, then marketing will help you to sell in
the future. Therefore, any company needs marketing as well as Tan Hiep Phat, the company
which produces the Dr. Thanh tea product. The aim of this chapter is to critically analyse the
importance of the marketing strategies which bring success for the brand Dr.Thanh of Tan Hiep
Phat Company in Vietnam market.
II. Why is marketing important?
1. Marketing definition:
Marketing is the best way of how to identify what social and people need. If we create a
product which no one needs to use and buy, it will not be sold and you cannot get profit from it.
Then, your production will not bring any benefit for you. Thus, the shortest definition of marketing
is identification needs in a beneficial way.
According to AMA (American Marketing Association 2004), the definition of marketing is
that: “Marketing is a task in the organizational structure and a group of processes in order to
create, exchange and transmit the value to customers and manage customer relationship in
different ways to bring more benefit for the organizations and the members in the shareholders”.
Marketing can be viewed as the process in which individuals or groups can get what they
need and want through creating, dedicating, and free exchanging the value of...

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