Title Page
Contents
ABBREVIATIONS & ACRONYMS 7
Abstract 8
Chapter I. Introduction 9
1. Background 9
2. Problem Statement 10
3. Objects and Goal of Study 10
4. Methodology of Study 11
Chapter II. Theoretical Background 12
1. External Environmental Factors (PEST) 12
2. Marketing Mix (4Ps) 14
3. Consumer Behaviors 16
Chapter III. Vietnamese Cosmetic Market 27
1. Overview of the Macro Situation 27
2. Research of the Micro Situation in Ho Chi Minh City 34
2.1. External Business Environment Factors (PEST) in HCMC 34
2.2. Competition in Market 43
3. Problems 57
Chapter IV. Marketing Strategy for Korean Cosmetic Companies 58
1. Result of Questionnaire 58
2. Marketing Strategy 60
2.1. Product 60
2.2. Price 64
2.3. Place (Distribution) 67
2.4. Promotion 68
Chapter V. Conclusion 72
Appendix: Questionnaire 77
Reference 79
〈Table 1〉 Summary of Marketing Mix Decisions 16
〈Table 2〉 Consumption Patterns of Families in Life Cycle Strategy 24
〈Table 3〉 Population in Ho Chi Minh City at time 0 Am April 1, 2010 40
〈Table 4〉 Top 10 Cosmetic Brands in Vietnam Market 43
〈Table 5〉 Competition by Product 44
〈Table 6〉 Competition by Price 49
〈Table 7〉 Competition by Distribution 55
〈Table 8〉 Competition by Promotion 56
〈Table 9〉 Result of Questionnaire 58
〈Table 10〉 Analysis Question 7 60
〈Table 11〉 Analysis Question 13 62
〈Table 12〉 Analysis Question 9 62
〈Table 13〉 Analysis Question 8 65
〈Table 14〉 Analysis Question 6 67
〈Table 15〉 Analysis Question 10 69
〈Table 16〉 Analysis Question 12 70
〈Figure 1〉 Buyer's Black Box Model 17
〈Figure 2〉 Marketing Mix Stimuli Influence Consumer Behavior 18
〈Figure 3〉 Maslow's Hierarchy of Needs 26
〈Figure 4〉 Two-By-Two Matrix 57
〈Figure 5〉 Analysis Question 7 61
〈Figure 6〉 Analysis Question 9 63
〈Figure 7〉 Analysis Question 8 65
〈Figure 8〉 Analysis Question 6 68
〈Figure 9〉 Analysis Question 10 69
〈Figure 10〉 Analysis Question 12 70