,Higher Nationals
Introduction
As one of the first foreign retailers present in Vietnam, Big C Vietnam supermarket chain is a
large system, with 32 supermarkets nationwide and 2014 revenue of about 12 trillion VND.
(HRchannels, 2020). As a Junior Marketing Analysis, i will go and analyze this company. The
content will include giving the concept and role of marketing in the business. From there,
responsibilities and competencies to success in marketing in the case of Big C Vietnam are
presented. The next part of the article is explanation of how the marketing function relates to the
wider organizational context in terms of vision, mission, values and business objectives. Finally,
conclusions and recommendations are made.
1. What is marketing? (Big C application)
1.1. Describe the concept and role of marketing
Marketing is an important step in getting your product identity out to users and the world. The
correct definition for this could be: Marketing is the process of creating value for customers,
developing strong relationships with customers and extracting value from them (Kotler, P.)
2
, Higher Nationals
Analysis of factors as defined by Kotler, it includes the value is The Value Proposition Creation.
This is the creation of specific values to distinguish your brand on the trading floor. For example,
unlike Nike, which is "Creating quality products, serving the needs of sports competition"
(Nike), Decathlon is "Creating products at a reasonable price so that everyone can do it"
(Decathlon, 2021). Alongside this is customer relationship management (CRM) - the process of
building and maintaining beneficial customer relationships by delivering superior value and
satisfaction. And finally value attraction in return, which is the acquisition of customer's profit
and equity. It refers to creating or increasing factors such as satisfaction, retention and loyalty. It
can be seen that marketing is a process.
A business will follow a primary marketing orientation, and may have secondary orientations in
response to the micro and macro environment. From there, businesses create strategies that
specifically serve business goals. There are 5 marketing directions: production, product, sales,
market and societal marketing.
● Production orientation: This orientation focuses on maximizing production efficiency and
reducing costs to create affordable products for customers. (Kotler, P., 2000). Big C is
Production orientation because they focus on high volume production at cheap price.
● Product orientation: This orientation focuses on creating high-quality products that meet
customer needs and wants (Kotler, P., 2000). Big C is Product orientation because in
addition to popular items, there are also expensive brands sold at the Supermarket.
● Selling orientation: This orientation focuses on aggressive sales tactics to persuade
customers to buy products or services (Kotler, P., 2000). Big C is Selling orientation
because they want to sell a variety of products to capture the retailer market share.
● Market orientation: This orientation focuses on understanding and meeting customer
needs and wants through market research, customer needs, integrated marketing and
profitability.(Kotler, P., 2000). Big C is Market orientation because the company places a
strong emphasis on understanding and meeting customer needs and wants through market
research and customer segmentation (OxfordBusinessgroup, 2012). Big C also positions
its products to meet the needs of different customer segments (BigC, 2020), such as
offering low-priced products for price-sensitive customers and high-quality products for
premium customers, as well as a large choice of products.
● Societal marketing orientation: This orientation focuses on creating marketing campaigns
that consider the long-term impact on the environment and society. (Kotler, P., 2000).
Big C is Societal marketing orientation because the company has implemented a number
of initiatives to reduce its environmental impact, such as reducing plastic usage and
collecting old batteries in the campaign: “Let's act together with Big C today, for a green
Earth tomorrow” (Hanoimoi, 2014). Big C also operates with transparency and honesty in
its marketing campaigns, which has helped to build trust with its customers.
3
Introduction
As one of the first foreign retailers present in Vietnam, Big C Vietnam supermarket chain is a
large system, with 32 supermarkets nationwide and 2014 revenue of about 12 trillion VND.
(HRchannels, 2020). As a Junior Marketing Analysis, i will go and analyze this company. The
content will include giving the concept and role of marketing in the business. From there,
responsibilities and competencies to success in marketing in the case of Big C Vietnam are
presented. The next part of the article is explanation of how the marketing function relates to the
wider organizational context in terms of vision, mission, values and business objectives. Finally,
conclusions and recommendations are made.
1. What is marketing? (Big C application)
1.1. Describe the concept and role of marketing
Marketing is an important step in getting your product identity out to users and the world. The
correct definition for this could be: Marketing is the process of creating value for customers,
developing strong relationships with customers and extracting value from them (Kotler, P.)
2
, Higher Nationals
Analysis of factors as defined by Kotler, it includes the value is The Value Proposition Creation.
This is the creation of specific values to distinguish your brand on the trading floor. For example,
unlike Nike, which is "Creating quality products, serving the needs of sports competition"
(Nike), Decathlon is "Creating products at a reasonable price so that everyone can do it"
(Decathlon, 2021). Alongside this is customer relationship management (CRM) - the process of
building and maintaining beneficial customer relationships by delivering superior value and
satisfaction. And finally value attraction in return, which is the acquisition of customer's profit
and equity. It refers to creating or increasing factors such as satisfaction, retention and loyalty. It
can be seen that marketing is a process.
A business will follow a primary marketing orientation, and may have secondary orientations in
response to the micro and macro environment. From there, businesses create strategies that
specifically serve business goals. There are 5 marketing directions: production, product, sales,
market and societal marketing.
● Production orientation: This orientation focuses on maximizing production efficiency and
reducing costs to create affordable products for customers. (Kotler, P., 2000). Big C is
Production orientation because they focus on high volume production at cheap price.
● Product orientation: This orientation focuses on creating high-quality products that meet
customer needs and wants (Kotler, P., 2000). Big C is Product orientation because in
addition to popular items, there are also expensive brands sold at the Supermarket.
● Selling orientation: This orientation focuses on aggressive sales tactics to persuade
customers to buy products or services (Kotler, P., 2000). Big C is Selling orientation
because they want to sell a variety of products to capture the retailer market share.
● Market orientation: This orientation focuses on understanding and meeting customer
needs and wants through market research, customer needs, integrated marketing and
profitability.(Kotler, P., 2000). Big C is Market orientation because the company places a
strong emphasis on understanding and meeting customer needs and wants through market
research and customer segmentation (OxfordBusinessgroup, 2012). Big C also positions
its products to meet the needs of different customer segments (BigC, 2020), such as
offering low-priced products for price-sensitive customers and high-quality products for
premium customers, as well as a large choice of products.
● Societal marketing orientation: This orientation focuses on creating marketing campaigns
that consider the long-term impact on the environment and society. (Kotler, P., 2000).
Big C is Societal marketing orientation because the company has implemented a number
of initiatives to reduce its environmental impact, such as reducing plastic usage and
collecting old batteries in the campaign: “Let's act together with Big C today, for a green
Earth tomorrow” (Hanoimoi, 2014). Big C also operates with transparency and honesty in
its marketing campaigns, which has helped to build trust with its customers.
3
