University of finance – marketing faculty of marketing international marketing final exam assignment

UNIVERSITY OF FINANCE – MARKETING 
FACULTY OF MARKETING 
 
 
INTERNATIONAL MARKETING
FINAL EXAM ASSIGNMENT 
 
MARKETING ENTRY STRATEGY OF TRUNG 
NGUYEN’S FILTER COFFEE PRODUCT
 
Class Code: 
2031702031205
 
Team’s members names and IDs:
Hồ Đắc Trung Tín – 1921005706 
Huỳnh Anh Tuấn – 1921005749 
Phạm Dương Hoàng Khang – 1921005459 
Ho Chi Minh City, 2021

TALBE OF CONTENTS 
 
EXECUTIVE SUMMARY............................................................................... 1
 
 
SITUATIONAL ANALYSIS ........................................................................... 1
 
2.1
 
Market needs ........................................................................................................... 3
 
2.2
 
Market trends .......................................................................................................... 3
 
2.3
 
Market growth ......................................................................................................... 4
 
2.4
 
Keys to success ....................................................................................................... 4
 
 
ANALYSIS OF THE INTERNAL ENVIRONMENT .................................. 4
 
3.1
 
Human resource factor ............................................................................................ 4
 
3.2
 
Research and development factors .......................................................................... 5
 
3.3
 
Production technology factors ................................................................................ 5
 
3.4
 
Financial factors ...................................................................................................... 5
 
3.5 Material supply factor ............................................................................................. 6
 
3.6
 
The organization's culture factor ............................................................................. 6
 
3.7
 
Vision, mission, business philosophy and core values ........................................... 7