Assignment 2 Marketing Intelligence FPT Greenwich

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Marketing Intelligence
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Assignment 2

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Ha Hung Minh

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Contents
Task 1: Marketing research techniques ..................................................................................... 1
1.1

Evaluate different types of market research techniques .............................................. 1

Suitable research technique on Ress Pub........................................................................... 9
1.2

Use sources of secondary data to achieve marketing research objectives .................. 10

Task 2: Market Size and Future Demand ................................................................................. 11
2.1 Assess market size trends for the client’s product. ......................................................... 11
2.2: Plan and Carry out a competitor analysis for your client’s product. ................................. 0
2.3: Evaluate your client’s opportunities and threats. ............................................................ 0
Bibliography ............................................................................................................................. 2

Task 1: Marketing research techniques
1.1 Evaluate different types of market research techniques
Identify

Primary research

Secondary research

Primary research is the research you

Secondary research is based on the

generate

findings from other people's research.

by

asking

questions,

conducting trials and collating results.

It

This research can take the form of

results

of

quantitative or qualitative research.

books,

reports

(Different type of research, 2014)

Selections or summaries are made of

Primary market research lets you
investigate an issue of specific
interest

to

your

business,

get

involves

the

gathering

other's
or

of

research
the

the
from

Internet.

the research allowing for evidence to
be

gathered

conclusions.

supporting

(Different

your

type

of

research, 2014)

feedback about your website, assess Internal

data:

financial

report,


demand for a proposed service, feedback from customer,
gauge response to various packaging
options,

find

out

how

much

consumers will pay for a new
product, and more.
Primary

research

specific

results

delivers
than

more

secondary

research, which is an especially
important consideration when you're
launching a new product or service.
In addition, primary research is
usually

based

on

statistical

methodologies that involve sampling
as little as 1 percent of a target
market. This tiny sample can give an
accurate

representation

of

a

particular market.

Advantages

Targeted Issues are addressed: The Time and Cost effective: Usually time
organization asking for the research and

cost

required

to

collect

has the complete control on the secondary data is less than efforts
process

and

the

research

is required to collect primary data.

streamlines as far as its objectives Data is available freely or at far lesser
and scope is concerned. Researching cost through secondary sources.
company

can

be

asked

to

Extensiveness

of

data:

Data

concentrate their efforts to find data collected by governments and other
regarding specific market rather than institutes is usually very extensive
concentration on mass market.

and covers a large spectrum of
issues. An organization can filter that


Data interpretation is better: The data and consider only parts which
collected data can be examined and they are targeting.
interpreted

by

the

marketers Basis of Primary Research: Data

depending on their needs rather collected from secondary sources
than relying on the interpretation gives an idea to organization about
made by collectors of secondary effectiveness of primary research.
data.

From secondary data one can form
hypothesis and can evaluate the cost

Regency of Data: Usually secondary and efforts required to conduct own
data is not so recent and it may not surveys. One can also note down
be specific to the place or situation issues, which are not covered from
marketer is targeting. The researcher secondary research and, need to be
can use the irrelevant seeming addressed through primary research.
information for knowing trends or (Primary research and Secondary
may be able to find some relation research, 2013)

with the current scenario. Thus
primary data becomes a more
accurate tool since we can use data
which is useful for us. (Different type
of research, 2014)

Proprietary

Issues:

Collector

of

primary data is the owner of that
information and he need not share it
with

other

companies

and

competitors. This gives an edge over
competitors replying on secondary
data.

(Primary

research

Secondary research, 2013)

and


Disadvantages

High Cost. Collecting data using Data
primary

research

is

a

Definitions:

Secondary

costly Researcher needs to understand

proposition as marketer has to be various parameters and assumptions
involved throughout and has to that primary research had taken
design everything.

while collected information. A term
may have different meaning for

Time

Consuming.

Because

of different people, example a term

exhaustive nature of the exercise, 'youth' used is ambiguous and one
the time required to do research needs to find what is the assumed
accurately is very long as compared age taken by primary researcher.
to secondary data, which can be Inaccuracy of Data: As we are not
collected

in

much

lesser

time gathering our own information, first-

duration.

hand, we are totally dependent on
someone

else's

efforts.

Primary

Inaccurate Feed-backs. In case the researcher may have been biased or
research involves taking feedbacks may

have

used

questionable

from the targeted audience, there methods to collect data; this can be
are high chances that feedback given pretty

risky

for

secondary

is not correct. Feedbacks by their researchers to base their report on
basic nature are usually biased or such data.
given just for the sake of it.

Time

Lag

collected
More

number

of

resources

Issues:

from

Information

books,

historical

is surveys are usually not sync with the

required. Leaving aside cost and times and might have changed
time, other resources like human drastically.

Thus

making

such

resources and materials too are information a foundation of research
needed in larger quantity to do may be highly risky for the business
surveys and data collection. (Primary or project.
research and Secondary research,

May not be Specific: Extensiveness


2013)

of such information is its benefit as
well as drawback. Organization will
not get answers to their specific
issues through this data directly and
one needs to 'mine' further into it to
get relevant information.
Proprietary Issues: Some of the
secondary

sources

might

have

copyrighted their information and
using them without permission can
lead to various legal complications.
(Primary research and Secondary
research, 2013)

Qualitative
focus

research:

groups,

interviews,

ethnographies,

participant observations
Quantitative research: controlled,
laboratory experiments, field work,
questionnaires, surveys (Different
type of research, 2014)
Compare

Primary research: involves the collection of data that does not already exist,
meaning research activity to collect original data. Primary research is often
undertaken after the researcher has gained some insight into the issue by
collecting secondary data.
Secondary research: involves the summary, collection and/or synthesis of
existing research. Secondary research includes meta-analyses and literature
reviews. (Different type of research, 2014)


Qualitative research
Identify

Quantitative research

Qualitative Research is primarily Quantitative Research is used to
exploratory research. It is used to quantify the problem by way of
gain

an

understanding

of generating numerical data or data

underlying reasons, opinions, and that can be transformed into useable
motivations. It provides insights statistics. It is used to quantify
into the problem or helps to attitudes, opinions, behaviors, and
develop ideas or hypotheses for other
potential

quantitative

defined

variables

–

and

research. generalize results from a larger

Qualitative Research is also used to sample

population.

Quantitative

uncover trends in thought and Research uses measurable data to
opinions, and dive deeper into the formulate facts and uncover patterns
problem.

Qualitative

collection

data in

research.

Quantitative

data

methods vary using collection methods are much more

unstructured or semi-structured structured
techniques.

Some

than

Qualitative

data

common collection methods. Quantitative data

methods include focus groups collection methods include various
(group

discussions),

individual forms of surveys – online surveys,

interviews,

and paper surveys, mobile surveys and

participation/observations.

The kiosk surveys, face-to-face interviews,

sample size is typically small, and telephone

interviews,

longitudinal

respondents are selected to fulfill a studies, website interceptors, online
given quota. (Qualitative Research, polls, and systematic observations.

2012)
Advantages

Issues and subjects covered can be Practical
evaluated in depth and in detail.

Large amounts of information can be

Interviews are not limited to collected from a large number of
particular questions and can be people in a short period of time and in
redirected

or

guided

by a relatively cost effective way


researchers in real time.

Can be carried out by the researcher

The direction and framework of or by any number of people with
research can be revised quickly as limited affect to its validity and
soon as fresh information and reliability
findings emerge.

The results of the questionnaires can

The data in qualitative research usually

be

quickly

and

easily

depends on human experience and quantified by either a researcher or
this

is

more

powerful

compelling

than

data

and through the use of a software package

gathered Can be analyzed more 'scientifically'

through quantitative research.

and objectively than other forms of

Complexities and subtleties about research
the subjects of the research or the When data has been quantified, it can
topic covered is usually missed by be used to compare and contrast
many positivistic inquiries.

other research and may be used to

Data is usually gathered from few measure change
individuals

or

cases

therefore Positivists believe that quantitative

findings and outcomes cannot be data can be used to create new
spread

to

However,

larger
findings

populations. theories and / or test existing

can

be hypotheses (Quantitative research,

transferred to another setting.

2013)

With this type of research, the
researcher has a clear vision on
what to expect. They collect data in
a genuine effort of plugging data to
bigger

picture.

(Qualitative

Research, 2012)
Disadvantages

The quality of research is heavily Is argued to be inadequate to
dependent on the skills of the understand
researcher and can be easily information

some
-

i.e.

forms

of

changes

of


influenced

by

idiosyncrasies

and

personal emotions, behavior, feelings etc.
biases

of Phenomenologists

researchers.

state

that

quantitative research is simply an

Rigidity is more difficult to assess, artificial creation by the researcher, as
demonstrate and maintain.
The

quantity

of

data

it is asking only a limited amount of
makes information without explanation

interpretation and analysis time- Lacks validity
consuming.

There is no way to tell how truthful a

Qualitative research is sometimes respondent is being
not

accepted

especially

and
within

understood There is no way of telling how much
scientific thought a respondent has put in

communities.

The respondent may be forgetful or

The presence of researcher in the not thinking within the full context of
process

of

data

gathering

is the situation

unavoidable and can therefore People may read differently into each
affect or influence the responses of question and therefore reply based on
subjects.
Issues

their
on

confidentiality

own

interpretation

of the

and question - i.e. what is 'good' to

anonymity can pose problems someone may be 'poor' to someone
during presentation of findings.

else, therefore there is a level of

Findings can be time consuming subjectivity that is not acknowledged
and difficult to present in visual There
ways. (Qualitative Research, 2012)

is

imposition,

a

level
meaning

of

researcher
that

when

developing the questionnaire, the

researcher

is making their

own

decisions and assumptions as to what
is and is not important...therefore
they may be missing something that is
of importance (Quantitative research,


2013)

Suitable research technique on Ress Pub
Both of secondary research and primary research are suitable with Ress Pub to finish the
report.
First of all, Ress Pub is a small business so managers of Ress Pub don’t want to waste time and
cost. To beginning, they will use secondary research because secondary sources are available
freely. Moreover, data collected from secondary sources gives an idea to organization about
effectiveness of primary research. When managers of Ress Pub collect enough information
from secondary research, they can find out things are missing secondary sources so they can
find it from primary data. It will help managers can save cost and time consuming when
conduct the primary research.
Secondly, secondary data is not so recent and it is not be specific to situation of Ress Pub. Thus
primary research will collect data that useful for Ress Pub. Primary research is more close to the
objectives of the research, the author need to concentrate their efforts to find data regarding
specific market rather than concentration on mass market. Collector of primary data is the
owner of that information and managers of Ress Pub don’t need to share it with other
companies and competitors. This gives an edge over competitors replying on secondary data

Thirdly, in author opinion, Ress pub can use qualitative research because issues and subjects
covered can be evaluated in depth and in detail. Qualitative research used to gain an
understanding of underlying reasons, opinions, and motivations. It also help to collect more
information because interviews are not limited to particular questions and can be redirected or
guided by researchers in real time. Managers of Ress Pub just meet some focus group
customers to gain an understanding of underlying reasons, opinions, and motivations.
However, if financial conditions allow, Ress Pub can also use quantitative research because
quantitative data collection methods are much more structured than qualitative data collection
methods.


1.2 Use sources of secondary data to achieve marketing research
objectives
This task will provide some research before about the Pub and bar market. Though it we can
evaluate if they are suitable for this research or not. Moreover, by basing on factors which
people used to access market, we can choose factors more fit with the market research. When
know factors and items affect to the customer behavior or customer’s purchasing, Pub and Bar
can improve the strengths and cut down or reduce the weakness. That can help Pub and Bar
can access the market which is the segmentation of the business and fight down their
competitors. So it is very important to know the factors as well as items affect to the access
market.
With evaluating market of Pub and bar, there are some of expert’s researches before. An
example this is Wen-Ko Jang, department of International Business in Hong Kong has research
about the factors affect to the evaluating market of Pub and Bar in Hong Kong. In this research
he reminded to some factors like pricing, place, promotion, transportation or appearance, etc
of the Pub and bar which affect a lot to attract customer as well as customer’s purchasing (Jang,
1984). Another research of Department of Economics School of Economics and Commercial Law
University of Gˆteborg about the Demand Pub and bar also used factors like pricing, customer
service, location, promotion and appearance, etc. to evaluate the quality of Pub and bar
(Business, Economics and Law Faculty, 2001). With this research they used the interview group

to evaluate the important of each factors. Or in other the research have title “standard of a Pub
and Bar” of Hong Kang- master of Marketing, lecture of Seoul University mentioned to some
factors, such as, delicious of food and drink, the customer service, the location (view of Pub and
Bar), and the hospitality, etc. He used the scale point from 1 to 5 to evaluate the important of
the factors (Dr, 2009). However, in Vietnam there are very few research about Pub and Bar,
mostly from the essays of the University students. This is a big disadvantage when looking for
secondary information about Pub and Bar in Vietnam
In all most researches they appreciate the factor food, location, appearance, pricing and
customer service. And each factors, the numbers of items is so large. Of course with any


researches also have the errors. So how can we avoid the error and unnecessary items? Base on
the research of interviewing can reduce the unnecessary items and using Screening question in
survey can give us a result relatively accurate.

Task 2: Market Size and Future Demand
2.1 Assess market size trends for the client’s product.
2015

2016 (forecast)

Company/ SBU data

Drinks and Fast-food

Drinks and Fast-food

Market name

Vietnam

Entertainment Vietnam

services

services

Unit sales (packages)

Entertainment

Up to this moments 6.000 100.000
(from July 2015 to October
2015)

Sales

300 million VND

2 billion VND

Profitability

- 2 billion VND

-0.8 billion VND

Market Data
Market size (people)

4,3 million

5,7 million

Market share

12%

15%

No. of dealers/distribution

1

1

Qualitative data
Environment factors

Political Factors
Vietnam is considered as one of the countries with a stable
level of high politics. According to the Economic Institute on
Peace (IEP), 2011, Vietnam ranks 30/153 on the level of
political stability, which, including the assessment of the risk of
war, security full politics.
Overall, the government of Vietnam has always sought to
provide policies to support businesses. Besides, also attempts


to create a level playing field for domestic enterprises and

foreign enterprises. May / 2010, the Government has launched
six major measures to support small and medium-sized
enterprises, related to problem loan support, corporate
administrative procedures
Businesses in Vietnam have many kind of tax based on
government law such as: Excise tax, corporate income tax,
V.A.T tax, import and export duties, personal income tax,
natural resource tax, special consumption tax, land tax (0.2%).
(PESTLE of Vietnam, 2015)
Economics Factors
Economic market in Vietnam in the recent period has seen
great development. Vietnam's economy more integrated with
the world. Besides, the market gradually less government
regulation. In 2010, in conditions of global economic crisis slow
recovery, but Vietnam's economy has been out of the
downturn, gradually recovered and grow rapidly. Vietnam's
economy has stabilized and steady development in recent
times. Vietnam had average GDP reach about $ 1,200/ person
in 2012. The growth rate of GDP was 5.23% in 2012 and was
6.78% in 2013. However, Vietnam is facing big inflation than
many regions of the world. (PESTLE of Vietnam, 2015)
Social Factors
Vietnam is the interference of cultures through cultural
movements Korea, Europe, America. For example, on the road,
we can easily see Vietnamese young people dressed Korea
style and America style.
Hanoi's population is rejuvenating; 15-40 years old make up
half the population of Hanoi.

Society Vietnam still have limitation of hours, for example
parents often do not agree their children hangout overnight,
even children must come home before 11 pm.
The average life expectancy, health status, nutrition, diet
The average income, income distribution
Lifestyle, education, the aesthetic standpoint, psychological life
Living condition (PESTLE of Vietnam, 2015)
Technological Factors
Currently, the explosion of information technology and
especially the Internet has helped businesses reach and
promote their images quickly and easily. Especially Vietnam is
a country with high level of Internet development in the world
During the explosion of information technology at present, this
is a new opportunity for businesses (PESTLE of Vietnam, 2015).
Entertainment service industry use social network to advertise
their services.
Legal
Vietnam located in areas considered to have a very high level
of fraud. Vietnam in top 3 hotspots of administrative fraud and
Vietnam ranked 116/178 countries on transparency. This is a
major challenge
Managing and protecting the brand in Vietnam is not
interested. This is a major disadvantage with businesses
Administrative procedures in Vietnam are still cumbersome
compared to the region and the world.
import duty and excise taxes are:” For alcohol of an alcoholic
strength of less than 20 degrees C, the rate of 25%. And
alcohol of an alcoholic strength of 20 degrees Celsius or more,
applying the tax rate to 45% from 01/01/2010 to 31/12/2012.

As from 01.01.2013, the tax rate will be 50%” (Vietnam
Business Law , 2015)
Vietnam law also prohibits the business after 12 midnight, this
is a huge disadvantage. (Vietnam Business Law , 2015)
In conclusion, Vietnam law is still weak and flawed (PESTLE of
Vietnam, 2015)

Environmental
Climate change is a topical issue and very strong impact.
Vietnam has been identified as one of the countries strongly
affected by climate change the most by rising sea levels.
(PESTLE of Vietnam, 2015)
Critical success factors

Reasonable prices:
Management of Ress Pub had a research about price, so they
have the price is cheaper than another Pub in Hanoi area. They
also know detail about price of all kind of wines. Therefore,
price of drinks are cheaper
Perfect Drinks:
Ress Pub always import real wines so customers will
remember the drinks

Growing/ stable/ declining

Report on "entertainment industry", recently released by the
company stock shares and Commercial Bank of Vietnam
(VietinBankSc) shows that the trend goes to the pub bar is
rising very sharply. Overall, the services entertainment of

Vietnam is hot development, as indicated in the criteria as
growth compared to the average of the domestic economy,
the number of bars, pubs increased. The entry of many foreign
companies will make the entertainment services market


becomes more active. (Sức hấp dẫn của ngành dịch vụ giải trí,
2015)
 The entertainment service industry is growing
Key competitors and their Funky B Pub
strategies

Rockstore Pub

Target market: Young people Target market: Young people
(16-25 years old), Foreign (16-25 years old), Foreign
customers

customers

Advantages: Strong brand, Advantages: Strong brand

Future competitors

strong

financial

nearby

center

abilities, Nearby
of

center

of

Hanoi

Hanoi (where have foreign traveler)

(where have foreign traveler)

Drinks and fast-foods are

Good DJ

diversity

Strategy: Market share

Strategy: Increase profits

Polite

Pub,

Prague

Pub,

Factory

Bar,

Mao’s

Red

Lounge (ngoisao, 2014)
Segmentation opportunities

Report on "entertainment industry", recently released by the
company stock shares and Commercial Bank of Vietnam
(VietinBankSc) shows that, while the crisis led to a decline in
most economic sectors, entertainment services industry
Vietnam has recorded upstream growth with an average speed
of 17.61% / year in the 5 year period from 2009 to 2013 (in
VND). The report pointed out, Vietnam is a country with a
young population, with the age group 15-40 years old
accounted for nearly half the population, the age at which is
considered the most high-demand about entertainment
services. (Sức hấp dẫn của ngành dịch vụ giải trí, 2015)

Ease of entry

-Opening a bar / nightclub could be very costly. The cost to
open a bar dependent on the size, location, target market,

type and design shop.


-Vietnam's policies hindered greatly to open the pub bar as:
If you sell alcohol, you must have a business license alcohol.
If you directly import wine business, you have to pay import
duty and excise taxes


2.2: Plan and Carry out a competitor analysis for your client’s product.
There are more than 80 bars and pubs in Hanoi area. Author will provide 2 famous pubs representative to compare because pubs
have similar models activities.
Ress Pub
Profile

Funky B

Rockstore

Ress pub was built by businessman Funky B, formerly called Funky Located in the heart of old town and 200
Pham Viet Trung –CEO of Services Buddha is one of the perennial bar in meters from Hoan Kiem Lake, Rockstore
and Entertainment NNC Company- the old town, was born in 2008. The bar is one of the best rocks in Hanoi. Come
and opened in May, 2015. The aim shop is designed in a modern style to the paradise of rock music, young
was to create a place where and proximity, the layout is changed people can enjoy the exciting moments of
hipsters and teenagers have a good every year but always the same entertainment with DJ best artists in Asia,
time to relax. Ress pub offer a music. If you arrive early, you can the rock band. Rockstore was opened in
range of beer, cocktail, mock tail, enjoy a drink with electronic music 2012. (ngoisao, 2014)
wines, spirits, foods and DJ, live Deep House. Somewhat later is at
music. ( Ress Pub, 2015)

Funky House Electronic music. On
weekdays, guests whose like Funky
House Progressive Popular music
often come here to relax. (ngoisao,
2014)

Location

747 Au Co street, West Lake district 61 Ma May street, Hoan Kiem district

2 Ta Hien street, Hoan Kiem district


Goals

Services leadership

Market share

Increase profits

Because of a new pub, Ress Pub When have loyal customers and After
needs

to

shape

brand

the

shaping

brand

and

have

to brand strong enough, Funky B focus customer loyalty, Rockstore need to

customers. Ress pub turns into a on expanding market. Funky intend recover capital and accumulate financial to
habit of customers every time they to open another one pub in West expand market. (khoinghiep, 2015)
want to relax.

Lake

in

2016,

there's

less

competition. (khoinghiep, 2015)
Response

Ress Pub has Free BBQ event on Funky B have Series of events Buddha Rockstore Pub doesn’t respond => LaidSaturday each week.

Beat held every first Saturday each back response

Lady Night on Wednesday each month with international DJs like DJ
week (free one tequila for female).

Jesse Garcia performances, Born To

Happy hours (free beer from 7p.m Funk, The Beatifies UK, DJ B Henry.
to 8.30 pm every day).

Funky

B

also

has

international

residents DJ plays in Wednesday
Funky B reacts to any attack of Ress
Pub => Tiger response
Price

Drinks 25.000- 70.000 VND

Drinks 45.000- 120.000 VND

Drinks 50.000- 150.000 VND

Fast food: 30.000-80.000VND ( Fast food: 50.000-150.000VND

Fast food: 50.000-150.000VND

Ress Pub, 2015)

(ngoisao, 2014)

(ngoisao, 2014)

Marketing

Web presence

Web presence

Web presence

channel

/>
/>
/>

-Facebook:

-Facebook:

-Facebook:

/>
/>
/>
Search engine marketing: Google 331065496982307/timeline/
ad words

Search engine marketing: Google ad words

Search engine marketing: Google ad
words

Target

Young people (16-25 years old)

Young people (16-25 years old)

Young people (16-25 years old)

market

Hippest

Foreign customers

Foreign customers

Foreign customers

Strength

Large Capacity

Fan of rock
Strong brand

Cheap drinks compared to the Strong financial abilities

Strong brand
Nearby center of Hanoi (where have

average

Nearby center of Hanoi (where have foreign traveler)

Large outdoor space

foreign traveler)

Free parking

Good DJ

Drinks and fast-foods are diversity

Events with high frequency
Weakness

New brand

Price are expensive

Price are expensive

Far from center of Hanoi

Low frequency promotion

Low frequency promotion


2.3: Evaluate your client’s opportunities and threats.
Opportunity
Political

Threats

May / 2010, the Government Businesses in Vietnam have
has

launched

six

major many kind of tax based on

measures to support small government law such

as:

and

medium-sized Excise tax, corporate income

enterprises,

related

problem

loan

corporate

to tax, V.A.T tax, import and

support, export

duties,

personal

administrative income tax, natural resource

procedures.

tax, special consumption tax,

Ress Pub can loan the capital land tax. So, in order to run

that Vietnamese Government Ress Pub will very costly. Ress
support for corporate.

Pub must 20% tax of business,
25% taxes of import duty and
excise taxes

Social

Vietnam is the interference of
cultures

through

cultural

movements Korea, Europe,
America. Pub is also the social
integration. Nowadays, young
people have trend that go to
the pub. Ress Pub can have
more potential customers.
Technology

Currently, the explosion of
information technology and
especially the Internet has
helped businesses reach and
promote their images quickly
and easily. Especially Vietnam

is a country with high level of
Internet development in the
world
So Ress Pub can use internet
marketing to approach a huge
of customers and build the
brand
Legal

Administrative procedures in
Vietnam are still cumbersome
compared to the region and
the world. It makes the
management of Ress pub
waste a lot of time to resolve
administrative problems

Economic

Economic market in Vietnam
in the recent period has seen
great

development.

When

economic is good, people will

have higher demand such as
entertainment. This is a big
opportunity for Ress Pub and
all the entertainment services


Bibliography
Business, Economics and Law Faculty. (2001). Retrieved from Demand entertainment in morden
life: />Qualitative Research. (2012). Retrieved from />Primary

research

and

Secondary

research.

(2013).

Retrieved

from

/>Quantitative

research.

(2013).

Retrieved

from

/>naging%20Information%20Leicester/page_51.htm
Different

type

of

research.

(2014).

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