ASSIGNMENT 1 FRONT SHEET

Qualification BTEC Level 4 HND Diploma in Business

Unit number and title Unit 2 Marketing Essentials

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Student Name Nguyen Tien Dat Student ID GBD210010

Class GBD0903 Assessor name Alelie Zaragoza

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Assignment Brief (RQF)
Higher National Certificate/Diploma in Business
Student Name/ID Number:

Unit Number and Title: Unit 2 - Marketing Essentials

Academic Year: 2020-2021

Unit Assessor: Dang Son Tung

Assignment Title: Assignment 1 – The Roles and Responsibilites of Marketing

Issue Date:

Submission Date:

Internal Verifier Name:

Date:

Submission Format:

The submission is in the form of an individual written report. This should be written in a
course, formal business style using Arial, 1.5 lines spacing and font size 12 with Justify Text to
enhance the legibility for markers. You are required to make use of headings, paragraphs and
subsections as appropriate, and all work must be supported with research and referenced using
the Harvard referencing system. Please also provide a bibliography using the Harvard
referencing system. Any suspicions regarding plagiarism will lead to failure in results of the
assignment. The recommended word limit is 2,500 words, although you will not be penalized
for exceeding the total word limit.
Unit Learning Outcomes:

LO1. Explain the role of marketing and how it interrelates with other functional units of an
organization.

Assignment Brief and Guidance:

You are a new Marketing Executive of Company X (Choose a B2B company in Vietnam/or UK
to apply). The company has not had a Marketing Team since it was established as the Board of
Director did not think Marketing department is important for the business development in the
B2B industry. However, you need to build a strong Marketing team in order to achieve their
business objective. A meeting is held next week to finalise this decision, your task is to prepare
an individual report, which clarifies the important role of the Marketing function and its
relationships with other functions of the company, in order to persuade the BOD to establish a
Marketing department.

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Essentially, the report will contain the following matters: (1) Definitions and the marketing
concept; (2) The role of marketing; and (3) The interrelationships of functional units.

Structure of the Report:

1. General introduction of the company and the report.

2. An explanation of Marketing to clarify the functions of Marketing with BOD.

Specifically, you need to explain the definition of Marketing and the Marketing functions, as
well as Marketing management orientations. Also, you should clarify how the Marketing
environment (Micro and Macro Environment) influences the roles and responsibilities of
Marketing in a B2B company.

3. An explanation of the role of marketing and how this department helps the company to
overcome issues and achieve the business objectives. Also, explaining the different roles of
marketing within both a B2C and B2B context.

4. Demonstrate the interrelationships of Marketing with other functional units. Determine

how Marketing department supports other departments and what are the potential conflicts
between Marketing department and other departments of the organisation. Also, critically
analyse and evaluate the importance of the marketing function and sort them base on the level
of importance in B2B context. Good examples, statistics or data should be provided to justify
the analysis.

A conclusion to summarize all the key findings and analysis must be presented.

Recommendation – discuss what can the marketing department do for the company support with
evidence – statistics, report etc.

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Learning Outcomes and Assessment Criteria:
Learning Outcome Pass Merit Distinction
LO1 Explain the role P1 Explain the key M1 Analyse the D1 Critically analyze
of marketing and roles roles and and evaluate the key
how it interrelates and responsibilities responsibilities of elements of the
with other functional of the marketing marketing in the marketing function
units of an function. context of the and how they
organization marketing interrelate with other
environment. functional units of an
organization.
P2 Explain how roles M2 Analyze the
and responsibilities of significance of
marketing relate to the interrelationships
wider organizational between marketing
context. and other functional
units of an
organization.

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Table of Contents
A.INTRODUCTION: ........................................................................................................................................................... 8
B. METHODOLOGY: .......................................................................................................................................................... 9
C.FINDINGS AND DISCUSSION ABOUT THE MARKETING:.................................................................................................. 10
I. Company Background: ................................................................................................................................................ 10
1.1 Background of LovePop. ......................................................................................................................................... 10
1.2 Product Portfolio: ....................................................................................................................................................... 11
1.3 Lovepop’s Missions and the core values: ........................................................................................................... 11
• 1.3.1 Missions: ............................................................................................................................................................ 11
• 1.3.2 The core values: ............................................................................................................................................... 11
II. The explanation and functions of Marketing. ....................................................................................................... 12
2.1 What is marketing? .................................................................................................................................................... 12
2.2 The Marketing Functions and the responsibility to the company: ............................................................... 12
2.3 The Marketing Orientation / Concepts: ................................................................................................................ 13
• 2.3.1 The production concept: .................................................................................................................................. 13
• 2.3.2 The Product Concept: ...................................................................................................................................... 13
• 2.3.3 The Selling Concept: ....................................................................................................................................... 14
• 2.3.4 The Marketing concept: ................................................................................................................................... 14
• 2.3.5 The Societal Marketing Concepts:................................................................................................................. 14
III. The key roles and responsibilities of Marketing Process: ............................................................................... 14
3.1 Understand the marketplace and customer needs and wants: ..................................................................... 14
• 3.1.1. Needs ................................................................................................................................................................ 14
• 3.1.2 Wants ................................................................................................................................................................. 15
• 3.1.3 Demands ........................................................................................................................................................... 15
• 3.1.4 Market Offering ................................................................................................................................................. 15
3.2 A customer-driven Marketing Strategy: ............................................................................................................... 15
• 3.2.1 Marketing Segmentations of Lovepop: ......................................................................................................... 16
• 3.2.2. Marketing Targeting: ....................................................................................................................................... 16
• 3.2.3. Value Proposition: ........................................................................................................................................... 16
3.3. Construct an integrated marketing program ..................................................................................................... 16
• 3.3.1 Product (1st in 4Ps Marketing): ....................................................................................................................... 17
• 3.3.2. Price (2nd in 4Ps Marketing): ........................................................................................................................ 17
• 3.3.3. Place (3rd in 4Ps Marketing): ......................................................................................................................... 17
• 3.3.4. Promotion (the last in 4Ps Marketing):......................................................................................................... 17
3.4. Build the relationships between the customers and the brands. ................................................................ 18
3.5 Capture the value from customers to make the profits and the quantity of customers: ....................... 19
• 3.5.1 Customer Satisfaction: .................................................................................................................................... 19
• 3.5.2 Customer Lifetime Value: ................................................................................................................................ 19
• 3.5.2 Customer Equity: .............................................................................................................................................. 19
IV. The Interrelationship between the Marketing Department and Other Departments of the company: . 20
4.2 The Relationship with others: ................................................................................................................................. 20
• 4.2.1 Finance Department: ....................................................................................................................................... 20
• 4.2.2. Research and Development Department: ................................................................................................... 20
• 4.2.3. Human Resources Department: ................................................................................................................... 21
• 4.2.4 Production Department: .................................................................................................................................. 21
V. The Marketing Environment: 5.1. Micro-Environment in Marketing: ............................................................ 22
• 5.1.1 Consumers: ....................................................................................................................................................... 22
• 5.1.2. Suppliers: .......................................................................................................................................................... 22
• 5.1.2 Intermediaries: .................................................................................................................................................. 23

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 • 5.1.3. Competitors: ..................................................................................................................................................... 23
• 5.1.4 Publics:............................................................................................................................................................... 23
5.2 Macro-Environment in Marketing: ......................................................................................................................... 24
5.3 The Conclusion (SWOT) ........................................................................................................................................... 26
VI. The B2B & B2C Marketing: ....................................................................................................................................... 27
D.CONCLUSION: ............................................................................................................................................................. 27
E.RECOMMENDATION: ................................................................................................................................................... 28
REFERENCES: ................................................................................................................................................................. 29

List of Pictures:

Picture 1………………………………………………………………………………………………....................................8
Picture 2…………………………………………………………………………………………………................................11
Picture 3…………………………………………………………………………………………………................................14
Picture 4…………………………………………………………………………………………………................................22

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A.Introduction:

Lovepop is one big retail and Internet retail, located in VietNam and The United States. Lovepop
was established in 2014 by John and Wombi. The company was successful in Shark Tank and
was invested by “Mr.Wonderful.” From just 50 employees with one official store in Boston, now
Lovepop expands to 500 employees and opens one factory in Vietnam to produce the products
at a low cost.

1. John and Wombi at Sharktank (SharktankTales,2020)

These days, the business strategies concentrate on product quality and productivity and aim to
make the products more accessible to domestic customers and international customers. The
plan of 2021 is to open one building of Lovepop in Vietnam.
Unfortunately, there was a significant shortcoming from the Board of Directors. They have
decided that the organization does not have a Marketing Department since the company was
established. They keep one opinion that without Marketing Department is not useful and
necessary for B2C industry.
I made this report explain the necessity of Marketing Department with the BOD, other functional
units in company and how we could help the company achieve the business objectives and

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solve our issues existing in the market. Moreover, to lead the company to a bigger and more
professional model, Marketing Department plays a vital role in business process and strategy.
The following will determine and explain the roles and responsibilities of Marketing, the
connection of the Marketing team and other departments in the organization, and how the
Marketing Department helps the company succeed in the market.

B. Methodology:
The researcher will catch up with the information from books called “Principle of Marketing” to
define and clarify the findings. The researcher will also use the same information to analyze and
discuss the Marketing Plan and Strategy of Lovepop Cards Company.
Nevertheless , the researcher also researches and applies reliable resources from the news on
the Internet data from my company (Lovepop) to collect the data and information.

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C.Findings and Discussion about the Marketing:

I. Company Background:
1.1 Background of LovePop.

No. List Details of Lovepop

Original Name: Lovepop

1. The Name of the company Cards Company
Abbreviation: LOVEPOP
2. Founded year June 2014

3. Founder and Co-founder Wombi Rose and John Wise

4. The Location of Main In The US: Fulton Center,

Buildings World Trade Center,
Oculus, Main, 185
Greenwich St Level C2,
New York, NY 10007,
United States
In Vietnam: X9-1 14B and
11B street, Hoa Khanh
District, Da Nang city,
550000

5. Industry Greeting Cards and

decorations

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1.2 Product Portfolio:
Lovepop provides 3D pop-up greeting cards, stickers, and bouquets for every occasion in a
year. Every single card uses 3D sculptures and is hand-crafted by the art form from Japan,
called Kirigami. Our cards bring to our customers the emotions and feelings and make their
relationship in an innovative way.
In 2019 and 2020, Lovepop expanded the range of products to Calendar, Notecards, Gift-tags,
and decorative items.

2.Overview of company (Lovepopcards.com,2020)

1.3 Lovepop’s Missions and the core values:

• 1.3.1 Missions:
Lovepop is on a mission that is "Creating one billion magical moments to the customers." They
believe that the brighter world's foundation is to create fun, creative, and meaningful things.
Especially, they could share those things with love to everyone in the world. That is why they
created a lovely design for each product to share with a fantastic moment. (LovepopTeam,2019)
• 1.3.2 The core values:
In Lovepop, they have four values to focus on: Engineering, Hunger, Magic, and Connection.
(LovepopTeam,2019)

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 o Engineering stands for the will that always finds the creativity and changes to improve
the products, including design and value.
o Hunger stands for the desire that people willing to learn and work in active ways,
changing working style every day and find how to make the customers happy with their
products.
o Magic is when the customers received and opened this card or the story between staff
and customers, which are extraordinarily magical and delight.
o Connection is the result of the three values above; they create the Connection between
members of the company and customers and between customers with customers.
For example, The wife buys the 3D bouquets as a gift to her husband. As a result, the
family is happy; this is the Connection also the magical moment.

II. The explanation and functions of Marketing.

2.1 What is marketing?
Marketing is the activity that includes the institutions and processes for creating, planning,
communicating, delivering, and also exchanging offerings having values for customers, partners,
and social. Also, it provides the customer's services, which are associated with goods, services,
and ideas. Basically, Marketing is managing and expanding profitable customer relationships.
(Kotler & Amstrong,2014,p. 27)

2.2 The Marketing Functions and the responsibility to the company:

The function of Marketing Department is mainly concentrated on buying and selling goods to
fulfill the customer's needs and wants. The marketing's critical responsibility and functions
include delivering the goods where they are needed, storing the goods, collecting consumer's
information and behavior for filling the customer's needs. (Lidston & MacLennan,2017)
o Identifying the needs and wants of Customers:
They will focus on how the customer's choices, needs, and wants, styles, and behavior to
carefully make the result from the data by survey or question and then finally identify their needs
and wants in the marketplace. (Balaji,2014)
o Expecting the requirements:

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The Marketing Department is absolutely responsible for expecting and predicting the customer's
requirements. It helps the organization be active and find out the needs and wants before
researching. (Bansal,2015)
o Fulfilling the customer's desire:
The Marketing Department plays an essential role in searching and finding what products or
services can satisfy customers. The exceptional results could offer and bring value not only for
money but also for mental. (Chaffey & Ellis,2016)
o Achieve objects and gain profit:
The products will be sold in an innovative way with a new method, and low cost is the primary
responsibility of Marketing Department. We could sell our products or our services that
customers think they will have value for money. Besides, we could increase the revenue and
sales of the organization. (Chikweche & Fletcher,2016)

2.3 The Marketing Orientation / Concepts:

The Marketing Orientation contains many different marketing concepts that aim at various
methods to produce and generate release products for customers. The Marketing Orientation
avoids mistakes for the organization, finds out customer’s needs quickly, reveals opportunities
quicker than the competitors, and the most important is achieving higher customer’s pleasure.
(Kotler & Amstrong,2014,p. 31)
There are five concepts that the organization could design and follow by the marketing
strategies:
• 2.3.1 The production concept: is the process of keeping the products at affordable prices
and improving the quality and the mass distribution. For example, Lovepop will create
one product with high quality, offers the customers great values and low-cost prices to
compete with their competitors. (Kotler & Amstrong,2014,p. 32)
• 2.3.2 The Product Concept: is the process that the Marketing finds and holds the
customer's inspirations with their products by quality, services, and innovative features.
For example, Buyers want to buy a simple card to give their close friends, but do not want
one with a complicated design, so Lovepop needs to find how to make the cards only but
a deep impression. (Kotler & Amstrong,2014,p. 31)

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 • 2.3.3 The Selling Concept: In this process, the company will try to sell the products that
the customers do not want or think about, but they still like and buy them. (Kotler &
Amstrong,2014,p. 31)
• 2.3.4 The Marketing concept: is the action that makes the customers keep an eye on the
brand and enhance the relationship with the brand. To make sure it will be successful, the
Marketing Departments should identify the buyer's needs, wants, and demands.
The aim is to find the right products for the customers. (Kotler & Amstrong,2014,p. 31)
• 2.3.5 The Societal Marketing Concepts: is the process that the company should identify
the company's decisions and research for the customers wants to maintain and improve
both customer's and society's well-being such as: Physical, mental, financial,
environmental, intellectual, spiritual, occupational and social. They also create economic
value for the company and value for society and customers.
For example, Lovepop's employees will be volunteered to some charity to improve the
national society's standard of life. (Kotler & Amstrong,2014,p. 33&34)

III. The key roles and responsibilities of Marketing Process:

The marketing process has five steps to concentrate on to help the company create value for
customers and build customers relationship. These are five steps that we need to improve in the
Marketing Process. (Kotler & Amstrong,2014,p. 27)

3.A simple of Marketing Process table (Kotler & Amstrong,2014,p. 27)

3.1 Understand the marketplace and customer needs and wants:

Understand the marketplaces is researching the customer’s needs and wants and managing the
customers data. (Kotler & Amstrong,2014,p. 28)
• 3.1.1. Needs are necessary for humans, and it satisfies humans from a physical and
mental form. Basically, Needs are essential to survive and live. (Kotler &
Amstrong,2014,p. 28)
For example: Needs are foods,clothes,transports,medicines,sports,…etc.

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 3.1.2 Wants seem to be human feelings; it is made from our daily lives and social lives.
Wants are unlimited and increased exponentially; they are different from others based on
their characteristics and needs. (Kotler & Amstrong,2014,p. 28)
For example, You want to make your friends happy on birthdays or some special events,
and you will buy the 3D pop-up cards of Lovepop Company.
• 3.1.3 Demands is shaped from Wants; people will demand the products with the highest
pleasure and value. (Kotler & Amstrong,2014,p. 28)
For example: In Mother's day holiday, the demand of buying family type cards in
Lovepop increases three times compared with a typical day.
• 3.1.4 Market Offering is the market offering that combines the customer's needs and
wants. Marke offerings are not limited to physical products and include persons, places,
organizations, information, and ideas.
(Kotler & Amstrong,2014,p. 28)
Discussion:
At this time, when the standard of living is growing sharply and exponentially. The demand for
happiness is necessary for everyone.
Lovepop will put the customer's wants and demands first to determine to sell the right product to
the customer with the high value and affordable price. To fulfill the customer's demand, Lovepop
has to release good quality paper and technique into each customer card.

3.2 A customer-driven Marketing Strategy:

Design a customer-driven marketing strategy is selecting what kinds of customers we will sell
the products for them, find the target customers and develop the value for the customers. So, we
have to determine the segmentation, target, and Positioning. (Kotler & Amstrong,2014,p. 31&32)
o Segmentation: Four factors affect the market segmentation such as demographics,
lifestyle, the behavior of consumers, and psychographic.
o Targeting: The target market is the marketers selected with the company's
measurements of the company.
o And the last is Positioning, which locates our products in the market to make the
customers realize the benefits and advantages of the products.
(Kotler & Amstrong,2014,p. 31)

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 • 3.2.1 Marketing Segmentations of Lovepop:
Lovepop has released many products for many occasions of the year with colorful designs and
high-quality Paper with laser-cutting in detail. To find out the consumer segmentation, the
location, the age and gender and events, personality, and how many times people purchase it
annually.
• 3.2.2. Marketing Targeting:
There are two kinds of customers: Individuals customers and Business customers ( B2C and
B2B respectively).
The system's important customers are the user with the need and want of buying the card for
happy moments and delight.
There are some specific targets:
o Types of customers (B2C): Students, Officers, Kids, and older people.
o (B2B): school and educated center
o Reasons: celebrating events such as New Year, Christmas, Tet holiday,
birthday,…etc. Motivating the colleagues or friends, educate the kids.
o Location: Rural areas, tourist attractions, sprawling buildings, supermarkets, or
grocery stores.
o Size: The industrial area from 5 up to 10 hectares.
o Labor: the range from 500 – 1000 workers.
o Media: Using social networks such as Youtube, Facebook, Instagram, Twitters,…to
make sure we have a great connection to reach out to everyone in the world.
• 3.2.3. Value Proposition:
o High quality of paper
o Meticulous cutting and assembly
o Affordable Prices
o Environmental purpose using only Paper

3.3. Construct an integrated marketing program

The Marketing Program demonstrates what kinds of customers we will serve and sell and how it
will create our customers' value.
The primary mix tools are combined into four boards and called the 4Ps Marketing, including
Product, Price, Place, and Promotion. (Kotler & Amstrong,2014,p. 34)

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 • 3.3.1 Product (1st in 4Ps Marketing):
Product is what the company produces and are goods or services that a company offers to
customers. Ideally, a product should meet existing consumer demand, and a product is an item
that satisfies the customer's wants and needs. (Brassington & Pettitt, 2005)
Lovepop cards are 3D paper pop up greeting cards for all occasions. A Lovepop Card is a
beautiful keepsake that unfolds like a miniature surprise. (LP,2020). Moreover, Lovepop
developed a range of products with various catalogs.
• 3.3.2. Price (2nd in 4Ps Marketing):
Selling price is the cost that a customer must pay for exchanging the supplier's goods or
services. The link of price between the product's real and perceived value is crucial.
Many possible factors affect the price, such as supply costs, competitors' prices, and perceived
values in business. (Brassington & Pettitt, 2005)
Pricing strategy is quite challenging in the marketplace, especially when compared to the price
with the competitors. Pricing strategies applied the pricing items and services improved by the
marketing strategies to achieve its goals.
Lovepop created many discount seasons, so the price of Lovepop cards is quite affordable
for everyone who wants to buy it and is more competitive than competitors. With the discount,
Lovepop cards focus on the number of cards being sold.
However, Lovepop also limits the increase or decrease of price to keep the balance in the
market.
• 3.3.3. Place (3rd in 4Ps Marketing):
The place is that the company decided to sell the products, and how the company delivers
products to the customers. The business's target is finding how to bring the customers and the
products together to make sure they will buy them immediately. (Brassington & Pettitt, 2005)
Lovepop chose to sell lovely cards mainly on the Internet due to the Covid-19 such as
Facebook, Instagram, Twitter, and official websites. It is easier to get the attention of consumers
than selling in the official stores or grocery stores. It also reduces the rental buildings and the
laborers.
• 3.3.4. Promotion (the last in 4Ps Marketing):
The promotion mix includes advertising, direct selling, public relations, and sales promotion. The
target of promoting the product is to reveal why customers need it and why they need to buy it.

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Promotion is an important feature; this process requires consistency. The factors of the
promotion mix must be related and pertinent. Without consistency, the company could not
achieve the objectives and targets. (Brassington & Pettitt, 2005)
Lovepop created many discount times in holidays and events such as Buy 5 get 1, sale
up to 50%, buy two cards free shipping. Also, make some advertising videos suitable for
every occasion.
And then when the customers meet the promotion, they will understand why they need to buy it.

3.4. Build the relationships between the customers and the brands.
Building profitable consumer relationships with target customers is the fourth stage in the first
part of the marketing process that seeks to create value for customers. In this, the aspect
leading to success goes beyond pleasing clients. Instead, the orientation must create consumer
delight, which ensures that the company's offerings meet consumers' needs. Customers will
then repeat the purchase process. This step will help the company reach their customers more
comfortable and retain consumers and partners' profits. (Kotler & Amstrong,2014,p. 34)

This step is also the most critical one in the Marketing Process.
CRM, Customer Relationship Management, is the mechanism leading to the development and
preservation of customer relationships. The business does not do any of this alone, however.
Good connection and cooperation are often required to build customer value and sustain strong
customer relationships with the Marketing Partner, which comes to PRM, called Partner
Relationship Management. (Kotler & Amstrong,2014,p. 35)

Discussion:
Lovepop had figured out the branding path based on the business slogan: "Create a billion of
magical moments," Lovepop always changes their products or services to reach the customers'
emotion. They always are active in the community process and marketing programs.
In the Covid-19, the customers' connection still is strong, Lovepop has earned the spot as one of
America's Top 10 most trusted online retailers.
Due to the dynamic pictures and videos, Lovepop helps customers visualize the unique,
memorable moment that happens the first time the customer opens one of our products and
experience the unexpected art popping up. (Lovepop Team on October 05, 2020)

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3.5 Capture the value from customers to make the profits and the quantity of
customers:
It is the fifth step in the process, focusing on collect the value from the customers. This step aims
to create profits and customer equity based on the customer's satisfaction, delight, and loyalty.
• 3.5.1 Customer Satisfaction:
It depends on how the product's performance and quality to the customer's expectation. Simply,
if the performance fits with the customer's expectation and desire. The customer will be satisfied
and delighted. As a result, satisfied customers will buy the products repeatedly and be our
"customer evangelists" who share our products or the product's experience with others. (Kotler &
Amstrong,2014,p. 35)
• 3.5.2 Customer Lifetime Value:
In this case, the lifetime value actually captures the customer's value for a long time. If all
activities are planned correctly, the company could gain the market share and a bigger share of
consumers to reach the customers' highest capture. (Kotler & Amstrong,2014,p. 42)
Discussion:
Customer Lifetime value is very critical in Marketing Process. Imagine that if the company is
losing the customer, it means they lost a customer value forever. However, what if the company
captures the lifetime value of consumers?
For instance, being a customer of LovePop; you bought a card, after few months, you want to
buy cards for celebrating your birthday. Now we have two situations, if you feel the quality of
cards are not good and the services are too bad, you will change the company or the brand to
buy a new one. On the other hand, if you are satisfied with everything, you will continue to buy
our products and share it with your friends.
• 3.5.2 Customer Equity:
Customer Equity is the result combined the total of the customer lifetime values of all of the
company's consumers, represents the value that the current and future consumers will provide
to the company.Customer equity helps the company define how valuable the business is and
how the customers think about it. It is also essential for the company to progress the practical
and creative marketing strategies. (Kotler & Amstrong,2014,p. 43)

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IV. The Interrelationship between the Marketing Department
and Other Departments of the company:
4.1 The roles and responsibilities of Sale-Marketing Department:
The Marketing of Lovepop has the responsibilities:
o Identifying the data, collecting the data.
o Create the marketing process, business plans.
o Develop the process and plan and estimate to the company.
o Develop the market share and customer relationship.
o Managing and controlling the brand system.
o Developing and improving the Marketing strategies.

4.2 The Relationship with others:

• 4.2.1 Finance Department:
The marketing department has a close relationship with the finance department; this includes the
deliberation of the profit and the brand's cost margin, and the product.
The Finance Department will define the budget for the marketing strategies or campaigns and
the information relating to the Marketing Activities price.
In Lovepop, the Finance Department helps the Marketing Department define how much the
marketing activities and decide for the payment. For example, by making photos or videos for
Lovepop's cards to popularize to the public, the Finance Department will determine the
reasonable cost for the campaign and company and then pay for this.
The Marketing Department also needs to define its current financial status through the Finance
Department to make the right strategy and process.
• 4.2.2. Research and Development Department:

The R&D department is in charge of researching, developing, and controlling making a new
product.
In Lovepop, when the Marketing Department wants to develop and release new products, the
process between the R&D department and Marketing is fundamental; the R&D department will
help in searching and analyzing the data of marketing strategies and then illustrate the correct
data for the Marketing activities. The productivity and efficiency of Marketing strategies rely on
R&D department activities.

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 • 4.2.3. Human Resources Department:
The Human Resource Department and Marketing Department's core role is hiring the right and
talented people by the right budget. The Marketing Department is linked with Human Resource
in Lovepop, to make sure they could together find out the right candidates to join into the
Marketing Team with the actual function.
After the hiring process, the Marketing Team will connect with Human Resource Team to train
the new candidate and work efficiently in LovePop.
The Human Resource team also give feedback and calculate the candidates' performance with
the Marketing team.
• 4.2.4 Production Department:
The Marketing Department with the Production Department will determine the number and types
of products that will be marketed and how the products are manufactured with the specific
design and quality.
In Lovepop, the Marketing Department will contact the Production Department to ensure the
production lines are adequate to achieve the objectives. Moreover, they will help find reliable
sources of raw materials and the suppliers to release the right product with high quality.

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V. The Marketing Environment:
5.1. Micro-Environment in Marketing:

• 5.1.1 Consumers:
Lovepop does not limit the consumers' location, with hundreds of retailers and stores globally,
especially in the United States. Lovepop's consumers are mainly individuals (B2C customers)
who want to be happy and delighted and make others feel happy.Due to the quality products
and services, Lovepop was earned the spot as one of America's Top 10 most trusted
online retailers, featuring at number 4 on the Brightpearl Trusted 100 The Sites to Shop 2020.
(Lovepop Team, 2020)

4.LovePop ranked top ten (BrightPearl,2020)

• 5.1.2. Suppliers:
Obviously, Lovepop's cards are made from paper and printed papers. Lovepop's leading
suppliers from many well-known manufacturers from domestic and overseas as well. Lovepop
chooses the paper's high quality to guarantee the production requirements and modern printer
for printing the cards' patterns and colors, make sure the colors and the papers will be right.
To choose the suppliers, Lovepop also chooses the best buying prices with the least time of
delivery to optimize the cost and time of purchase the materials.

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 • 5.1.2 Intermediaries:
In order to deliver the impression with the customers, Lovepop was connected with the locations
at almost high-traffic in the US or some retailer located in the attractive destination, including
Hudson Yards, a giant indoor shopping center in New York City. It is a vibrant shopping mall for
everyone, and Lovepop increased 30% in margin of selling directly to offline customers. (Paul
Dykewicz,2020)
Moreover, Lovepop currently partners with Disney, Star Wars, Marvel, Game of Thrones, The
Beatles, and Despicable Me to offer officially licensed cards, notecards, and gift tags.
These make attractive options to send to the collector or the consumers, especially the children.
(Lovepop Team, 2020)
• 5.1.3. Competitors:
At this time, Lovepop has many competitors in the United State such as Archipelago,
LEONARDO, Keds, West Coast Office National,.... (Craft,2020)
However, the advantage is that Vietnam has a few companies selling the gift cards to the
consumers and the Market, so it could be easier to deliver the products to the Market.
Discussion: Due to the high-quality paper and the high technique, the prices are too high with
the Vietnamese Market to be challenging in the Market. To help the company solve the issues,
the Marketing Department will make the low-cost marketing campaigns and use the low budget
to run the advertisements. The perfect idea is to make the strategies that can apply to American
Market and Vietnamese Market.
• 5.1.4 Publics:
Publicity plays an essential role in the marketing strategies and activities as well. Obviously, the
public will give feedback and reviews (positive and critical) for the price, the products, the story's
content, the design, and the customer’s services.
LovePop has to define the public in the new environment to find their needs or wants and then
it helps to reach potential customers more comfortable. Any marketing activities must be seen as
the general public’s views.

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5.2 Macro-Environment in Marketing:

No. PESTEL Analysis

The Political Vietnam is the right country with political

system. The Government handles things
efficiently like how the Vietnamese
Government defeat the Covid-19 and is the
lesion for the world. (Sen Nguyen,2020)
So, it is the advantage if LovePop runs the
business in Vietnam. Besides, the products'
tax is also lower than others, 5-10%
compared with 10-12% in Thailand or
Philippines. (Briefing, 2020)
The Economic The inflation rates in Vietnam are low, just
4%, and remain the same for a long-term
period. (H.Plecher, 2021)
With the economy, Vietnam is a developing
country, so they encourage foreign
businesses to come.
The Society and Culture Vietnamese, including youngsters and old,
always willing to pay something makes them
inspired and delighted. So, this is the
advantage of LovePop to sell various cards
in Vietnam. In Vietnam, almost all the religion
is Buddhism, so LovePop should create
Vietnamese religious products.
The Technology With the technology, it is the disadvantages
of LovePop, almost the machines with the
high quality must be ordered from overseas.

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 So it will increase the cost of delivery and the
time of fixing when the machines have the
problems.
The Marketing will work with the Research
Development team to find out the high-quality
products with a low budget.
The Environment Vietnam is an excellent place for commercial
as well as transporting raw materials. The
logistic of Vietnam is increasing the level day
by day.
It is the advantage of LovePop if we develop
our products in Vietnam and then export it to
other countries.
The Law Vietnamese laws have many laws for
protecting Intellectual Property, but the
consequence is not strong and effective in
warning the people. It seems to be an
advantage and disadvantage as well for
LovePop Marketing Team.

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5.3 The Conclusion (SWOT)

No. SWOT Analysis

The Strengths LovePop has the government's strengths,

the economic trends, customers, and
environment to develop the Marketing
Strategy and Activity.
The Weaknesses The technology and the law will be affected
the Marketing Strategies and Activities such
as product concepts, licensed products, and
the cost margin.
The Opportunities The society with young age, with the high
demand, Vietnam is the potential and
possible place to run the business.
The Threats The price is the factor that affects the
customer’s decision with the products.
Besides, intellectual property is a big problem
to concern if LovePop has competitors in
Vietnam.

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VI. The B2B & B2C Marketing:
B2C Marketing B2B Marketing

In B2C, the Marketing activities concentrate In B2B; the Marketing activities concentrate
on delivering the product to the customers on building the sustainable relationship in a
long-term period.
The branding identity will be created by the The branding identity will be created by the
repeat of purchase and the image in the personal relationship.
market.
The targeting is the small units or individual The targeting is the big units or groups but
customers but with the large target. with the specific target.

The buying decision is based on status, The buying process is based on the products'
quality, price, and desire. The decision business value, depends on the rational
depends on the individual customers. decision.

D. Conclusion:

The Marketing Department plays an essential role in the organization and how LovePop can
achieve the business objectives. Marketing strategies and activities are not isolated actions that
tie relationships with other departments in the company. Also, Marketing Department can reach
and extend potential customers and market. Without the Marketing Department, the organization
of LovePop will be incoherent and easy to lose the way to touch and meet the customer’s needs,
wants, and demands.

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E. Recommendation:

In the Covid-19 happens in all the world, The Marketing has to make the strategies and plans
very carefully to get the outstanding results for the company. These are some suggestions to
make the company could get the business objectives:
o Evaluate the budget of Marketing Activities
o Update the data of customers weekly or monthly
o Be active to release the speed products to the market to adapt to the trends.
o Calculate the number of products and how LovePop deals with the technology.
o Increase the Brand Identity through charities, special events, especially the events
encouraging people with Covid-19.
o Create new products such as protect clothes for the doctors or masks for everyone to use
with the LovePop brand.
o Keep a close connection with other departments to ensure consistency in the
organization.
o Provide to the consumers the best services and packaging to protect themselves from the
pandemic.

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