Đồ án tốt nghiệp - Situation analysis and solutions for the marketing mix AOYF & FBOMFPATIECL

MINISTRY OF EDUCATION AND TRAINING
HO CHI MINH CITY UNIVERSITY OF
TECHNOLOGY AND EDUCATION FACULTY OF ECONOMICS
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GRADUATION REPORT
TOPIC:
SITUATION ANALYSIS AND SOLUTIONS FOR THE MARKETING
MIX ACTIVITIES OF YUTH FARM&ampFOODS BRAND OF MT FOOD
PRODUCE AND TRADE IMPORT EXPORT COMPANY LIMITED

Supervisor: Mas. Nguyen Phan Nhu Ngoc
Student: Phan Nhat Tien
Class: 201362
Student ID: 20136158
Degree: Bachelor

Ho Chi Minh City, December 2023

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COMMENTS FROM THE SUPERVISOR
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Ho Chi Minh City, February 2024
Supervisor
(Signature)

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LIST OF FIGURES
Figure 1.1: Yuth Farm&ampFoods brand logo ...................................................................... 7
Figure 1.2: Yuth Foods brand logo.................................................................................. 7
Figure 1.3: Yuth farm brand logo .................................................................................... 7
Figure 1.4: Organizational chart of MT Food company ............................................... 10
Figure 1.5: Some partners of Yuth Farm &amp Foods ........................................................ 15
Figure 1.6: Yuth Farm&ampFood is a sponsor of the workshop The Future is Plant-Based
....................................................................................................................................... 17
Figure 3.1: Europe organic products market size, 2018-2029 (USD Billion) .............. 24
Figure 3.2: Global Organic Foods Market Share, By Distribution Channel, 2021 ...... 25
Figure 3.3: Customer Survey Results in Ho Chi Minh City ......................................... 28
Figure 3.4: Da Lat GAP Store ....................................................................................... 29
Figure 3.5: Farmers Market Food Store........................................................................ 30
Figure 3.6: Indirection Competitor ............................................................................... 31
Figure 3.7: Yuth Farm Products .............................................
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ntial solutions for Yuth Farm&ampFoods to enhance
its business operations and increase revenue.
The first solution proposes increasing credibility and focusing on developing the
website as a means to promote Yuth Farm&ampFoods and its products. By providing
visual evidence through videos and images, the company can enhance credibility and
gain the trust of potential customers. Additionally, developing an online sales website
offers various benefits, such as expanding the market reach, reducing advertising costs,
and providing a convenient shopping experience.
The second solution focuses on developing distribution channels by opening stores in
high-end apartment buildings in Ho Chi Minh City and recruiting additional
collaborators in other apartment buildings. This strategy aims to access more potential
customers and expand the companys presence in the market. Moreover, recruiting
more collaborators does not incur significant costs.
By the third solution, we propose a strategy to develop products and a range of
product combos that align with the target customers. The goal of this strategy is to
increase the value of each order while keeping maintenance costs low.
Each solution carries its advantages and challenges. Overall, by strategically
implementing these solutions, Yuth Farm&ampFoods can strengthen its position in the
market, increase customer satisfaction, and drive revenue growth.
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REFERENCE MATERIALS
Christian Gronroos (1997), From marketing mix to relationship marketing: towards a
paradigm shift in marketing, Management Decision.
Edmund Jerome McCarthy (1960), Basic Marketing, a Managerial Approach, Irwin,
Homewood.
Fortune Business Insights (2022), The research report “Organic food market growth, size,
share, trends 2032”

Jochen Wirtz, Sven Tuzovic and Volker G. Kuppelwieser (2014), Article The Role of
Marketing in Todays Enterprises, Journal of Service Management
Nader Tavassoli (2020), The Marketing Process, London Business School
Report on the MT FOOD Activities Results (2020-2022)
Philip Kotler (2000), Marketing Management: Millenium Edition, Prentice-Hall of
India, New Delhi
Valarie A. Zeithaml &amp Bitner &amp Wilson Alan (2003), Services Marketing: Integrating
Customer Focus Across the Firm, New York: McGraw-Hil
Valarie A. Zeithaml (1988), Consumer perceptions of price,quality, and value: a
means-end model and synthesis for evidence, Journal of Marketin.
Website Yuth Farm&ampFoods (2024) https://yuthfarmandfoods.com/

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