文章基本信息

标题：A COMPARISION APPROACH OF MARKETING MIX STRATEGY BETWEEN VINAMILK AND DUTCH LADY FOR CHILDREN MILK PRODUCTS - AND ISSUES OF PROTECTING CHILDREN INTERESTS
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作者：Le Quang Hieu ; Nguyen Trong Diep ; Nguyen Thi Phuong Thao 等
期刊名称：International Journal of Early Childhood Special Education
电子版ISSN：1308-5581
出版年度：2022
卷号：14
期号：4
页码：175-187
DOI：10.9756/INT-JECSE/V14I4.22
语种：English
出版社：International Journal of Early Childhood Special Education
摘要：According to the definition of Hamilton Institute (USA): Marketing is an economic activity in which goods are moved from producer to consumer. Facing competition from Dutch Lady, What is marketing response from Vinamilk, so this study will compare 2 marketing mix strategies of 2 companies in milk market. F&B system in Vietnam in recent years plays a key role in helping the whole economy. In the context that GDP growth in Vietnam has been increasing during 2014-2019 and CPI goes down and up, the article analyzed and evaluated the impacts of factors such as: VNM Net profit (Y) has negative correlation with Cost, and inflation, risk free rate and lending rate, whereas it has positive correlation with Exchange rate. The results of quantitative research can imply marketing strategies to reduce risk from its competitors and create higher industry barrier to maintain its leadership. This research finding and recommended policy also can be used as reference in policy for F&B system in many developing countries.
关键词：VNM net profit;marketing mix strategy;SWOT;Dutch lady;cost;GDP growth;inflationary