PMK2-Transcirpt
INTRO
Hello, Ms. Hân! Chapter 2 emphasizes the importance of partnering to create value
and build customer engagement. To help us recall the key points, Chiến and I will
revisit the main contents of this chapter. First, I will present the three introductory
topics:
2-1: Explain company-wide strategic planning and its four steps.
2-2: Discuss how to design business portfolios and develop growth strategies.
2-3: Explain marketing’s role in strategic planning and how marketing works with its
partners to create and deliver customer value.
BODY
2-1. Explain Company-Wide Strategic Planning and Its Four Steps
First, what is strategic planning?
Strategic planning is the process of setting long-term goals for the entire company. It
determines where the business is heading and how to get there.
The process includes four steps:
1. Defining the Mission: This answers critical questions like, “Why does the company
exist?” A good mission is inspiring and clearly communicates the company’s purpose
to its customers.
2. Setting Goals and Objectives: These goals can be financial (e.g., increasing
revenue) or strategic (e.g., expanding market share). All goals should be measurable
to track progress effectively.
3. Designing the Portfolio: This involves analyzing which products or services the
company should focus on to achieve its mission and goals.
4. Planning Department Strategies: Each department, such as marketing or R&D,
develops strategies to support overall goals. Cross-department collaboration is key to
success.
Let’s take Vinamilk as an example:
• Step 1: Vinamilk’s mission is to provide high-quality, nutritious dairy products for a
healthier and happier life.
• Step 2: Their goal is to expand into new international markets and increase their
global revenue by 20% in the next three years.
• Step 3: They focus on diversified product lines, including plant-based milk and
organic dairy products.
• Step 4: The marketing team emphasizes health and sustainability in their branding,
while the production team invests in modern, eco-friendly technologies.
Where to add examples:
Here, I recommend including another example, perhaps of a global brand like
Unilever or Nestlé, to show a non-Vietnamese perspective. For instance:
“Unilever’s mission is to make sustainable living commonplace, with specific goals
like reducing carbon footprints and introducing eco-friendly product lines.”
2-2. Discuss How to Design Business Portfolios and Develop Growth Strategies
Next, let’s explore how to design business portfolios and develop growth strategies.
What is a Business Portfolio?
A business portfolio is the collection of businesses and products that make up a
company. Portfolio analysis helps management evaluate which products or business
units are performing well and which need improvement.
Steps of Business Portfolio Planning:
1. Analyze the Current Portfolio:
• Identify strategic business units (SBUs). For example, Masan Group has SBUs like
Masan Consumer, Masan MEATLife, and WinCommerce.
• Assess the performance of each SBU.
• Decide how much investment or support each SBU should receive.
2. Develop Growth Strategies:
We can use tools like the BCG Growth-Share Matrix to categorize SBUs into:
• Stars: High-growth, high-share units requiring heavy investment.
• Cash Cows: Low-growth, high-share units generating stable profits.
• Question Marks: High-growth, low-share units that require investment but are
risky.
• Dogs: Low-growth, low-share units that are not profitable.
• E.G:
Add a Vietnamese company like VNG for market development (e.g., expanding Zalo
into international markets).
Product-Market Expansion Grid:
This tool identifies opportunities for growth through:
1. Market Penetration: Increase sales of current products in current markets (e.g.,
Coca-Cola introducing limited edition flavors).
2. Product Development: Introduce new products to current markets (e.g., Apple
launching new iPhones).
3. Market Development: Enter new markets with existing products (e.g., Biti’s, a
Vietnamese footwear brand, initially focused on the domestic market with durable
and affordable shoes. To expand into new markets like Thailand and China, Biti’s
launched marketing campaigns that emphasized their high-quality materials and
unique designs inspired by Vietnamese culture. They also partnered with e-
commerce platforms like Lazada and Shopee to reach a broader international
audience.)
4. Diversification: Launch new products in new markets (e.g., VinGroup).
2-3. Explain Marketing’s Role in Strategic Planning and Partnering to Create and
Deliver Customer Value
Lastly, let’s look at marketing’s role in strategic planning and how it partners to
create value.
The Role of Marketing
Marketing answers essential questions like:
• Who are our customers?
• What do they need?
• How can we serve them better?
Marketing acts as the connection between the company’s goals and customer needs.
It collects data on customer preferences, competitor strategies, and market trends to
guide decisions on product design, pricing, and promotion.
Marketing and Partnerships
Marketing collaborates both inside and outside the company:
1. Internal Collaboration: Teams like marketing, R&D, production, and sales work
together to meet customer needs. Use a specific department within a well-known
company (e.g., R&D and marketing collaboration at Samsung).
2. External Collaboration: Marketing works with suppliers, agencies, and distributors
to ensure products are well-designed, reasonably priced, effectively promoted, and
conveniently delivered. Highlight a successful partnership like VinFast working with
international suppliers for electric vehicle components.
Example of Partnership Success:
Consider Highlands Coffee, a leading Vietnamese coffee chain:
• Internally, the marketing team collaborates with the product development team to
design campaigns that highlight the rich flavors of Vietnamese coffee and local
culture. For instance, they regularly launch seasonal beverages inspired by traditional
Vietnamese ingredients, like coconut or mung beans.
• Externally, Highlands Coffee partners with local coffee farmers to source high-
quality Arabica and Robusta beans, ensuring a sustainable supply chain. They also
work with eco-friendly packaging suppliers to align with global trends in
environmental responsibility. Through these partnerships, Highlands Coffee not only
delivers exceptional coffee experiences but also strengthens its brand as a proud
ambassador of Vietnamese culture.