Marketing Strategy for coffee house or coffee retail chain in Vietnam

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Marketing Strategy MKT – 306 Assignment Guide – 2012 -13 Module Leader: Sudipta Das Email: sudipta.das@sunderland.ac.uk Introduction to the Assignment: Please read all instructions and information carefully. You are required to submit your work under the University Infringement of Assessment Regulations. Your assignment must be submitted to your Study Centre in hard copy with an accurately and clearly completed Assignment Cover Sheet, and an electronic copy on CD in an envelope [hole punched or safely secured into your plastic file or assignment wallet]. Please do not include a plastic CD case/box and remember to write your student code and assignment code clearly onto the disc and envelope. All your assignments must be submitted in conjunction with a Turnitin© report (only if your centre provides the facility). You will need to achieve an overall mark of 40% in order to successfully complete this module. Sudipta Das Module Leader – MKT 306 Assignment: Mode of Assessment: Individual Report Weighting: 100% Module Assessor: Sudipta Das Submission Date: Monday 7th January 2013 Word Count: 3000 words (+/- 10%) Assignment Brief: Coffee Retail Business is one of the most versatile and resilient business that is growing faster than ever. The industry has a steady growth forecast even in today’s economic downturn and transforming global economy. From viral marketing to advanced retail and brand management, several fundamental aspects of marketing strategy govern the way some these retail chains operate and flourish. The recent changes in consumer confidence and geo-demographics of the target markets certainly make it an interesting sector to investigate as part of this assignment. The task is divided into two parts (Part 1 & Part 2) and candidates are expected to address both. Your task is to identify a branded Coffee House or Coffee Retail Chain; and then analyse, evaluate and prepare an individual report (3000…

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