ASSIGNMENT 1 FRONT SHEET

Qualification BTEC Level 4 HND Diploma in Business

Unit number and title Unit 2 Marketing Essentials

Submission date 7/4/2020 Date Received 1st submission

Re-submission Date Date Received 2nd submission

Student Name Dinh Thi Da Ly Student ID GBD18570

Class GBD0802 Assessor name Nguyen Thi Kieu Trang

Student declaration

I certify that the assignment submission is entirely my own work and I fully understand the consequences of plagiarism. I understand that
making a false declaration is a form of malpractice.

Student’s signature Ly

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Signature & Date:

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 Table of Contents
I. Introduction:................................................................................................................................. 6
II. Introduction about Hoa Sen Group: .......................................................................................... 6
III. Definition and concept: ............................................................................................................. 7
1. Definition: .............................................................................................................................................. 7
2. The marketing concept: ......................................................................................................................... 8
2.1 The product concept: ..............................................................................................................................................9
2.2 The selling concept: ..............................................................................................................................................10
2.3 The marketing concept: ........................................................................................................................................10
2.4 The social marketing concept: .............................................................................................................................10

IV. The role and responsibilities of the marketing function: .......................................................... 11

1. Organizational structure of Hoa Sen Group: ...................................................................................... 11
2. Operation of marketing department: .................................................................................................. 13
3. The different role of marketing within both a B2B and B2C context: ................................................. 14
3.1 Differences between B2B and B2C Marketing: ..................................................................................................14
3.2 The factor of fidelity: ............................................................................................................................................16

V. How the external environment impacts upon marketing activity (Microenvironment and
Macroenvironment) ............................................................................................................................ 17
1. Microenvironment factors: .................................................................................................................. 18
2. Macroenvironment: ............................................................................................................................. 18

VI. The significance of interrelationships between marketing and other functional units of an
organization: ...................................................................................................................................... 20
1. Marketing and finance:........................................................................................................................ 21
2. Marketing and production:.................................................................................................................... 22
3. Marketing and research & development: .............................................................................................. 23
4. Marketing and personel: ....................................................................................................................... 24

VII. Conclusion: .............................................................................................................................. 25

REFERENCES ....................................................................................................................................... 26

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I. Introduction:
This article deals with the marketing value. This article addresses the marketing department's key
functions and responsibilities, and their relevance to other departments. Let's take Hoa Sen Group this
time to illustrate simply and explicitly how critical the department of marketing is.

II. Introduction about Hoa Sen Group:

Vietnamese name: HOA SEN GROUP JOINT STOCK COMPANY English name: HOA SEN GROUP
Business registration certificate Enterprise code 3700381324, first registered on August 8, 2001,
registered for the 30th change on February 5, 2018. Charter capital: VND 3,499,966,830,000 (In words:
Three thousand four hundred and ninety-nine billion, nine hundred and sixty-six million eight hundred
and thirty thousand dong).

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Head office address: Number 9, Thong Nhat Boulevard, Than II st Industrial Park, Di An Ward, Di An
Town, Binh Duong Province, Viet Nam. (0274) 3 790 955 (0274) 3 790 888 Representative office: 183
Nguyen Van Troi, Ward 10, Phu Nhuan District, TP. Ho Chi Minh.
WEBSITE: www.hoasengroup.vn
The Company's shares are listed on the Ho Chi Minh Stock Exchange with the stock code HSG according
to Decision No. 117 / QD-SGDHCM on November 8, 2008.
Hoa Sen Group Joint Stock Company is Vietnam's No. 1 steel sheet manufacturing and trading enterprise
and is Southeast Asia's leading steel sheet exporter. Established on 8 August 2001 and experiencing 17
years of establishment and growth, Hoa Sen Group is constantly striving to gain its place in domestic and
international markets, affirming the status of the World Economic Forum's growing global business
leader.

III. Definition and concept:

1. Definition:
According to the marketing concept of Philip kotler: "Marketing is a type of human activity that through
communication meets their needs and desires." Marketing is, thanks to it, a method of social
management. But through the production, distribution, and exchange of useful goods with others, various
individuals and groups of people get what they need and want. (Nguyen, 2018)

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2. The marketing concept:

The manufacturing idea directs the executives to choose to increase or decrease manufacturing prices. It
relies on manufacturing costs, prices, economies of scale, product life cycle, mass production, demand,
quality and design. The price increases contribute to a decline in revenue as production costs increase as
higher prices enable consumers to purchase replacements or similar goods at low prices. Similarly, the
economical size encourages consumers to purchase more and increases demand for the item, reducing
cost per product. Consequently, markets should depend on market conditions, size, quality and product
demand. (Trivikram, 2016)

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2.1 The product concept: (Bhasin, 2019)
The basic proposition of the manufacturing concept is that consumers should select goods and services
which are easily available and low cost. The company's main concern is to produce as many pieces as
possible. Through focusing on output of the highest volume, such an undertaking strives to improve
productivity through leveraging economies of scale.

Managers seek to get a greater volume with a low price and an effective delivery strategy. This seems to
be a feasible solution in a rising industry where market growth is the company 'survival strategy.
Companies interested in profiting from economies of scale seek this kind of orientation.

Customer expectations are secondary as opposed to a production-oriented company's need to increase

profitability. Such a strategy is likely to be most effective when a business is operating in very high
growth markets or when substantial potential for economies of scale is present. It is normal that the
businesses are unable to supply quality goods and suffer from impersonal consumer behaviour.

One example is FORD, which produced a great number of cars through its first line of this method of
production. The more you produce, the greater the amount you consume.

In the other hand, price and product features enable consumers to buy the product, which in turn forces
companies to make strategic decisions to serve prospective customers day by day and alter consumer
needs. Technological growth, research and innovation are motivating organizations to create new goods,
these new products are putting pressure on other organizations to modify existing products with fresh
characteristics and improved quality. Offering goods with minor qualitative adjustments and features can
not yield the necessary results, so that products and services can yield better results according to
customer's needs and desires and other potential variables, such as cost and accessibility. (Trivikram,
2016)

For example, Samsung is actively developing and promoting applications that concentrate on telephones
or televisions and other electronic devices to make consumers purchase their goods. This is especially
appealing to customers when releasing new products is absolutely superior to the previous product.

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2.2 The selling concept: (oxidian, 2019)
The principles of manufacturing and marketing are not based on manufacturing but on selling the product.
The selling concept seeks to make the sale of the item possible, regardless of the nature of the product or
the requirements of the consumer.

In the notion of sales, it was stressed that consumers would only purchase a corporation's goods if the
company actively marketed those items. Repeated sales are low, and our customers 'satisfaction is not
healthy.

2.3 The marketing concept: (oxidian, 2019)

A company that thinks about the marketing concept is in the middle of the corporation the consumer is in.
Both operations focus on the customer. A organization is looking to consider the expectations and
preferences of a client. According to market research it applies a marketing plan from product design to
sales.

By focusing on the needs and desires of a target audience, a business will offer more value than its rivals.
The theory of marketing underlines the "pull" strategy, which means a company is so strong that
consumers will still choose their company over other companies.

2.4 The social marketing concept: (oxidian, 2019)

It is a comparatively new marketing idea. Although the corporate marketing philosophy emphasizes a
target market's needs and desires and offers greater value than a corporate market's rivals, it also reveals
the importance of consumers 'and society's good as a whole.

The notion of society marketing allows marketers to consider social and ethical considerations in their
marketing activity. Business benefit sometimes conflicting requirements have to be balanced and
evaluated, the consumer needs value and the public interest.

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IV. The role and responsibilities of the
marketing function:
1. Organizational structure of Hoa Sen Group: (hoasengroup,
2020)

General Meeting of Shareholders:

The Company's highest authority is the General Meeting of Shareholders, which has the power to vote on
matters and duties specified by statute and the Company charter.

The Board of Directors:

The Board of Directors is the Company's governing body, having full control on behalf of the
Corporation to determine matters relating to the Company's intent and interests, except for matters under
the jurisdiction of the Shareholders 'General Meeting. The Board of Directors controls the corporate

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processes, internal control practices and risk management practices of the Company periodically. The
Board of Directors of the Company is expected to include 05 people elected by the General Meeting of
Shareholders.

Restructuring Board:
The Board of Restructuring is the method of reorganizing, reorganizing companies based on the old
system, to establish better business operations.

The ultimate restructuring aim is to help businesses reinvent themselves to work more efficiently based
on the previous mission, vision, and strategic directions.

A thorough development plan can also cover certain areas such as organizational structure, structures for
human resources, management, and administration; operations, processes; and other business tools. In
order to achieve the goal of improving the efficiency of that organization, restructuring can also be
introduced locally in one or more business areas (finance, human resources, sales, development, etc).

Internal Audit Board:

Internal audit is an impartial confirmation of the enterprise's priorities and strategic practices to add value
and enhance company operations. Internal audit helps organizations achieve their goals through a
structured and ethical approach to evaluate and improve the efficacy of risk management practices,
control mechanisms and governance processes.

General Director:
Manager is the person who manages the Company's regular business and manufacturing operations,
named or hired by the Board. The Director is assisted by the Deputy Director (02 people).
Marketing manager:
Chief Marketing Officer (CMO) is a senior director responsible for all of a company's marketing
activities. CMO oversees brand management, corporate strategy (including advertising, publicity, public
relations), market analysis, inventory management, the management of distribution networks, pricing and
customer support. (hrchannels, 2020)

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2. Operation of marketing department:
With very reckless and risky business tactics Hoa Sen Joint Stock Company today has slowly asserted its
market place. The company is specialized in goods for plastic pipes and sheeting machines ... This is
considered a good home market firm, all thanks to Hoa Sen Group's marketing strategy.

Develop a strong retail system:

The Group has been focused to invest in retail systems since its inception and the Group now has nearly
140 branches across the country for over 13 years of growth. (Nguyen, 2018)

Expand good technology market share:

Hoa Sen Group aims to support and develop the domestic and export markets.

Currently, the products of Hoa Sen Group are present in over 40 countries and territories, and are about to
expand exports to world markets, especially large markets such as the US and Australia. In non-territorial
countries the expansion of market share increases the strength of the market presence of Hoa Sen Group.
It illustrates the quality of its goods with these, and displays the strengths of its company to its customers.
(Nguyen, 2018)

Building a strong brand:

This is clearly seen when Hoa Sen Group produced a very good picture without any controversies, or
negative reviews on the quality of the product. Additionally, when engaging in many sponsorship and
charitable projects, the marketing approach of Hoa Sen Group focuses also on community-based
branding.

For instance, donating almost 1,000 gifts and 100 bicycles, supporting the "Companion for the Poor"
walk to raise funds for the 2017 social fund of Phu Nhuan District, or selling mobile corrugated iron to
help people in stormy areas ... Each of the above items want to show that Hoa Sen is a civil organization
company, this significantly strengthens the brand in Vietnamese consumers 'minds. (Nguyen, 2018)

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3. The different role of marketing within both a B2B and
B2C context:
Some people believe the only difference between ads on B2B and B2C is size. But there are main
differences to bear in mind when planning the Web marketing and user experience. Many of these
variations are related to how you create the web interface-the content it offers, the amount of detail and
how you arrange it, how you communicate it, what emotions you want to elicit, and the interactive image
tissues you create.

All B2B and B2C are about building relationships, but it can be different how you do it, and how you
manage the relationship.

3.1 Differences between B2B and B2C Marketing:

B2B has the Committee to make the purchase decisions

Consumers are the only one in the B2C world who wants to purchase the commodity. But in B2B, bigger
transactions also cost a lot more money and are used by a lot of people in a business, so determine which
goods or services to buy from a larger community.

For acquisitions of B2B products, typically a committee is set up to study, assess and provide feedback
for purchasing decisions. While the entire committee might not be involved in the final decision, they
have a major say on whether they should select a specific technology.

In B2B, Purchase Decisions are made by Committee

In the B2C environment, the customer is the only one who chooses to buy a commodity. But in B2B, the
transactions are larger, usually cost a lot of money and are used by a lot of people in a business, so a
bigger community makes the decision on what product or service to buy.

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In acquisitions of B2B products a committee is also set up to examine, assess and provide input into the
purchasing decision. Although the whole committee might not be involved in the final decision, they have
a major say in whether they will pick a specific technology.

A number of B2B companies exploit account-based marketing for this purpose. Account-based marketing
focuses on the client and selling to multiple individuals within the business-the decision-makers and the
influencer. (Lear all about ads based on account).

With B2B marketing filmographies, it's necessary to capture things like company size, location, market.
With B2C, the characteristics of the population are important – the individual characteristics. Marketers
need to concentrate on the qualities of the customer they wish to engage in buyer personas formation.

B2B and B2C have structural variations as well. The bulk of B2B transactions are not made on credit
cards, they use detailed pricing maps based on account forms and contract transactions. B2C is for the
selling of amounts, and the payment form is cash / credit.

Purchase Decisions are Rational and Logical

A fair, reasonable approach is usually accompanied by the decision to buy the product or service on the
B2B market. It's about using the product to make the company better-better working with staff, better
serving clients, better selling to consumers, and so on. In B2B, it's just about making the correct business
decision, and a mistake can cost thousands of dollars or more.

B2C consumers make emotion- purchases (lots of the time). We buy premium (iPhone and cheap
Android) or comfort- stuff to show prestige (Levi's and Walmart brand). This is not always the case,
certain transactions require that the B2C customer think about their purchase critically, such as
purchasing a new washing machine or TV. But even for big ticket products, when you think about the
phase a customer is going through, there's always an element of emotion involved.

Of course, this is not to suggest that there is no emotion involved in purchasing B2B, you just have to
articulate it differently, demonstrating how your idea or solution somehow makes the business better. It
will influence how you identify the goods on your websites and in web material, what kind of details you
give and how you customize it.

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B2B Loves the Whitepaper and the eBook
For B2B and B2C, content marketing works, but the software used by content marketing initiatives
usually does not extend to content properties, and some are more relevant than others.

In B2B content marketing comprehensive content is created for informing and educating buyers. We
create whitepapers, ebooks, datasheets etc. in this event to raise awareness, build interest, enhance
concern and so on. There's a lot to it about lead production.

B2C audiences are accessible in content-based ads through social media, and search and blog posts.
Content is a short form designed to get your attention and transform as quickly as possible. The key thing
is to purchase or commit the mark.

3.2 The factor of fidelity:

The relation inside the B2B markets is important. Markets are considerably smaller (which can be
hundreds of thousands of millions compared to B2C), multi-stage decision taking can take months or
more to complete.

This growing marketing role gives marketers greater transparency and ultimate control over their
consumer experience. They have to ensure they establish lasting relationships with their consumers to
help and sell possibilities. The marketing advice is starting to come from customer groups, self-service
support services, and easy-to-use service and system support.

Fidelity is still key for B2C, but B2C brands have recently realized how important fidelity is, and are
introducing the right initiatives to build loyal customers. Here loyalty programs and groups are growing
Web experience strategies.

Initially, Hoa Sen Group was B2C but it was changed to B2B after many years of growth, a major move
for Hoa Sen Group. The group has so far lagged behind B2C in supplying goods to domestic branches
while offering B2B to foreign countries at the same time. The Hoa Sen Group agreed to ship 17,000 tons
of products to the US in early 2019 to conclude a strategic partnership deal between Lotus Group and SK
Shipping.

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Hoa Sen Group's export operations have gradually increased in recent years. Hoa Sen branded goods are
available in over 75 countries and territories, with America and Europe being the most competitive
markets in the world requiring strict quality of products, services and on-time delivery. Hoa Sen Group
started exporting to the US in 2014 and has grown strongly in this market over the years. In the sense of
trade protectionism in countries, which is now a common phenomenon, the door to export corrugated iron
and steel to major markets such as the US and Europe is becoming increasingly difficult, so Xi's products.
Hoa Sen Group's continued export to the US is a clear testimony to Hoa Sen brand name's success on the
foreign market. (hoasengroup, hoasengroup, 2019)

V. How the external environment impacts

upon marketing activity (Microenvironment
and Macroenvironment)
There are two forms of external marketing environment; micro, and macro. Factors in these conditions are
beyond marketers 'control, but also affect the decisions taken while designing the strategic marketing
plan.

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1. Microenvironment factors:
The microenvironment is a persistent concern and each company has its own individual component.
Different companies have different supplier networks, customers, rivals or associated entities.

Customer: is the business's service item, and is the market-creating element. The following categories of
customers exist: consumers, manufacturers, intermediaries, state agencies, and international customers.

Competitors: a company also faces competition from sources such as: brand rivalry, product form rivalry
(product form), replacement competition between needs.

Intermediaries: are firms that assist businesses in promoting, selling and distributing business to
customers, including: intermediaries, distribution service providers, marketing service providers,
financial-credit service providers.

Suppliers: Who supplies the requisite inputs for the activity of the business, the price rise or lack of
inputs in the market can have a direct effect on the business 'marketing activities.

2. Macroenvironment:
Demographic forces: common demographic power, including region, age, ethnicity, educational level,
lifestyles of the family, cultural characteristics, and trends, usually affect different consumer segments.

Economic factors: the economic environment can influence both organisation's production and consumer
decision-making.

The rapid capacity growth in the period 2016-2018 of Hoa Sen Group (up 1.5 million tons, or 121%
compared to the end of 2015), Nam Kim Steel (up 800,000 tons, or 190% compared to the last year)
2015) and the new appearance of Hoa Phat Group (400,000 tons at the beginning of 2018) have made
competition in the domestic galvanized steel market become fiercer, especially in the context of this
sensitive industry. High with volatility and global trade protection policies.

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VCSC reported that the goal of high steel capacity growth made Hoa Sen fall into negative cash flow and
high leverage for operations. With a 2.96-fold debt / equity ratio (as of June 30) and a weak earnings
forecast, Hoa Sen's income will continue to be impacted by the high leverage.

Natural / physical forces: the regeneration of natural resources on Earth, such as trees, agricultural
products, marine products, etc. Natural resources are also available, such as oil, coal, minerals, etc., which
can also affect the organisation's production.

Accordingly, in fiscal year 2012-2013, HSG achieved net income of 11,760 billion dollars, after-tax profit
of 581 billion dollars exceeding 45 percent of the program, dividends up to 25 percent / per-value;
authorizes the Board of Directors to agree on the payment ratio, the payment process, the time to close the
list and the correct payment period.

According to Mr. Le Phuoc Vu-Chairman of HSG's Board of Directors, HSG exported to 40 countries
and territories last year, export revenue reached USD 252 million, representing 45 per cent of total
revenue. Fifty per cent of Company earnings come from wise stocks of resources. This is a method of
dealing with sharp swings in commodity costs. (Nguyễn, 2014)

Technological Factors: In addition, the expertise and experience used for manufacturing as well as the
equipment and materials used to manufacture goods and services will affect the smooth running of the
business and must be taken into consideration.

Over the past 10 years Hoa Sen Group has entered the plastic pipe manufacturing and trading industry
with a strong role in the steel sheet sector, aiming to become one of the industry's three leading firms.
Currently, the plastic pipe production has increased significantly to 5,000 tons / month, high-quality
products to meet the stringent customer demands across the world. (FILI, 2018)

Political and legal strengths: Good strategic decisions should always take into account the political or
legal situation in relation to the company and its markets.

Hoa Sen Group Joint Stock Company is a joint stock company, formed under the Enterprise Law and
operating under it. This Hoa Sen Group Joint Stock Company Charter is the legal basis for the Company's
entire operations. (hoasengroup, hoasengroup, 2019)

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Financial and cultural forces: The influence of the goods and services that organizations put to market
for society must be taken into account. Any aspects of the production process or any products / services
detrimental to society should be removed to prove that the company takes social responsibility. A recent
example of this is the climate, and how many companies are required to review their goods and services
to be more environmentally friendly.

Ba Ria's Department of Natural Resources and Environment – Vung Tau Province, an interdisciplinary
inspection unit, performed a sudden review of the environmental work at the Ton Hoa Sen plant twice on
10 August 2017 and 29 September 2017. Measures to recover oil vapor from the cooling oil spraying
process for 4 cold rolling lines at the rolling mill did not fulfill the requirements at the time of testing and
recording. The vapor smell produced at the rolling mill has not been thoroughly collected and is released
into the factory atmosphere creating an unpleasant odour. After treatment of regeneration lines with
parameters of hydrochloric acid (HCL) and zn vapor, the tests of exhaust gas analysis from gas samples
taken in chimneys exceeded the limit with a discharge of 6,967 m3/hour. (congluan, 2020)

VI. The significance of interrelationships

between marketing and other functional units
of an organization:
The company has an essential role when designing a strategic strategy to organize and implement
strategies from different areas to achieve desired goals. The integration cycle only happens after the
company has completed the program.

It should be organized from the initial stage in such a way that each role of an organization knows and
understands what others do. Everybody has to consider the effect of these actions on consumers and the
future reaction of competitors.

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It should be organized from the initial stage in such a way that each role of an organization knows and
understands what others do. Everybody has to consider the effect of these actions on consumers and the
future reaction of competitors. (Daniel Micu, Liliana Ifrim, Cătălina Daraban, Claudiu Purdescu, 2012)

1. Marketing and finance:

Marketing and financing strategies have a significant financial aspect. Production of costs and income
(for company, product, product line, etc.) monetary units or the percentage of revenue, budgets required
to enforce policies. Budgeting and benefit analysis are also key elements of marketing strategy and
management including financial resources.

Marketing decisions will include new goods and ads, promotional, quality and delivery decisions (nearly
all of the marketing mix components)

That financial plan shall include capital requirements, a cash flow review, credit policies and other
financial policies that include marketing feedback. Especially sales and revenue forecasting that is
described in the different marketing plans are important for financial planning.

In addition, a marketing strategy typically lacks a comprehensive financial literature with a new
viewpoint for financial decisions. Take, for example:

Application of annual financial and other reports as a part of the financial community communications
campaign; evaluation of reactions to price increases, payment methods, discounts and loans; application
of financial performance metrics on specific markets and/or other goods: (Daniel Micu, Liliana Ifrim,
Cătălina Daraban, Claudiu Purdescu, 2012)

Marketing activities Type of relation Finance activities

Market evolution forecast; Sales Capital requirements & Financing
evolution forecast. needs Cash Flow Analysis

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 Marketing Planning and Capital requirements & Financing
establishing marketing activities
(marketing mix)
↔ needs

Controlling and monitoring Define financial profit

marketing activities; Product
management decisions
⬅
Decisions about pricing policies Establishing credit policies for
(marketing mix)
↔ different categories of clients

Integrated marketing Reporting financial results

communication activities
(marketing mix)
⬅
Figure 1: Links in interrilations between Marketing and Finance

2. Marketing and production: (Daniel Micu, Liliana Ifrim, Cătălina Daraban,

Claudiu Purdescu, 2012)

Marketing activities Type of relation Procurement activities

Market research regarding the Procurement of new materials and
degree of acceptance of new equipment
materials

Marketing research regarding the Identifying new suppliers of raw

identification of new suppliers of
raw materials
⬅ materials

Figure 2: Links and interrilations between Marketing àn Production

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The number and type of goods that can be sold is determined by the production capacities and, on the other
hand, it is important to predict demand forecasts of each product and product line more accurately for successful
production activities.

Considering volatility, uncertainty and challenges in meeting the demands of most goods in achieving productive
production operations.

Management should follow two main strategies:

• Changing capacity by shifting present resources according to production capacity constraints (overtime,
2nd and/or 3rd shift, etc.), enhancing inventory management, subcontracting, etc.
• Affecting design, rates or timetable of production.

The interdependence between the marketing and production is most apparent in the creation of new goods.

The organization is making significant financial effort to make the balance between these possible sources of
tension between production and marketing. Both roles will seek to answer questions like 'It is beneficial to invest
in a very strict quality program or the organization is more likely to invest in those other activities.

It is clear that both marketing and production need to coexist in such a way that a company can do the right thing
(by marketing function) and the right thing (by production function).

3. Marketing and research & development: (Daniel Micu, Liliana

Ifrim, Cătălina Daraban, Claudiu Purdescu, 2012)

Marketing activities Type of relation Research & development

activities
Market research regarding market Developing new products
acceptance of new products,
identify unmet or latent needs
↔
Figure 3: Links and interrelations between Marketing and Procurement

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Research and development (R&D) activities of any company need to be closely linked to marketing and product
creation strategies of the company. To prevent a separate R&D initiative from the related marketing information
it is necessary to understand the relationship between the two.

The key link between research and development and marketing revolves around the new growth activities of the
organisation. The product design level, historically considered the only area of research and development, may
benefit from marketing research insights into the product features that are most desired by the different target
markets and the interaction between the different product elements of the respondent.

The marketing and R&D system consider each individual's possible contribution. Unresolved problems and
requirements are evaluated, and engineers aid in developing and testing new products. Concepts for the drug are
measured.

4. Marketing and personel: (Daniel Micu, Liliana Ifrim, Cătălina Daraban, Claudiu
Purdescu, 2012)

Marketing activities Type of relation Research and development activities

Market research regarding market Developing new products
acceptance of new products,
identify unmet or latent needs
↔
Figure 4: Links and interrelations between Marketing and Personnel

The employee department of the company focuses on the recruiting, training and management of appropriate
marketing staff. While marketing management supports this position, in many organizations the primary
responsibility for the marketing personnel process lies with staff department. The marketing would collaborate
with the employee department to create job requirements, evaluate applicants and plan training programs and
reward schemes.

Furthermore, marketing research as a professional marketing practice may provide useful support in the creation
and execution of a variety of personal research projects. For example, the characteristics of successful vs.
unsuccessful marketers can be discriminantly evaluated to assist with the recruiting and training processes, and
the comparatively significant essence of the different features of a compensation system can be studied together.

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Of particular concern are recent attempts to identify the importance of the company's human resources. This
discusses the idea of adding a human capital element to the balance sheet for the firm. If agreed and considered
implementable, this will have far-reaching consequences for many of the company's functions.

VII. Conclusion:
The marketing department is indispensable, all departments within the company are closely related, so cutting
one main department would cause the company to lose its growth. The room is so critical, it's just because the
money is not enough.

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 REFERENCES
Definition and Operations of marketing department: (Nguyen,
2018)https://marketingai.admicro.vn/marketingla-gi/
The Marketing Concept: https://myventurepad.com/marketing-concepts-understand-markets/ (Trivikram,
2016)
The Product Concept: https://www.marketing91.com/production-concept/ (Bhasin, 2019)
The Selling Concept, The Social Marketing Concept and The Marketing Concept:
https://oxidian.ch/en/the-five-marketing-concepts-explained/ (oxidian, 2019)
ORGANZATIONAL STRUCTURE OF HOA SEN GROUP: https://hoasengroup.vn/en/gioi-thieu/gioi-
thieuchung/1 (hoasengroup, 2020)
General Meeting of Shareholders, The Board of Directors, Restructuring Board, Internal Audit Board,
General Director: (URL)http://www.inwama4.vn/gioi-thieu/chuc-nang-nhiem-vu-bo-may-quan-ly-
dieuhanh-cong-ty.html
Marketing manager: http://hrchannels.com/uptalent/giam-doc-marketing-8-nhiemvu.html (hrchannels,
2020)
How the external environment impacts upon marketing activity (Microenvironment and
Macroenvironment): https://blog.oxfordcollegeofmarketing.com/2014/11/04/the-impact-of-micro-and-
macro-environmentfactors-on-marketing/ (oxfordcollege, 2020)
Microenvironment and Macroenvironment: http://s.cafef.vn/hsg-124090/ton-hoa-sen-mot-nua-loinhuan-
nho-dau-co-nguyen-lieu-dat-ke-hoach-lai-600-ty-dong-nam-2014.chn (Nguyễn, 2014)
(hoasengroup, hoasengroup, 2019)https://www.hoasengroup.vn/vi/bai-viet/dau-nam-2019-tap-doan-hoa-
sen-tiep-tuc-xuatkhau-lo-hang-17000-tan-ton-di-my-le-ky-ket-hop-tac-chien-luoc-giua-tap-doan-hoa-sen-
va-sk-shipping/8142
(FILI, 2018)https://vietstock.vn/2018/12/hoa-sen-giai-quyet-kho-khan-phat-trien-thanh-cong-o-
nganhnhua-737-641691.htm
(congluan, 2020)https://congluan.vn/nhieu-vi-pham-ve-moi-truong-tai-nha-may-ton-hoa-sen-phu-
mypost31679.html

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The significance of interrelationships between marketing and other functional units of an organization and
MARKETING AND FINANCE, MARKETING AND RESEARCH & DEVELOPMENT,
MARKETING AND PRODUCTION, MARKETING AND PERSONAL.: (Daniel Micu, Liliana Ifrim,
Cătălina Daraban, Claudiu Purdescu,
2012)https://www.scientificbulletin.upb.ro/rev_docs_arhiva/fullb5f_319240.pdf

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