Tài liệu báo cáo dự án phân tích thương hiệu

University of Greenwich ID Number: 001342547 Module Code: BUSI1714.2
Module Assessment Title: Reports
Lecturer Name: Dao Thi Thanh Binh
Submission Date: 22nd November 2025 Contents
1. Introduction and business overview .................................................................................... 5
1.1. Business ideas overview ................................................................................................. 5
1.2. Vision, mission and core value ...................................................................................... 6
1.3. Target market ................................................................................................................. 6
1.4. Value proposition .......................................................................................................... 10
2. Research & SWOT analysis ................................................................................................ 12
2.1. Market research & insight ........................................................................................... 12 2.1.1.
External business environment analysis ............................................................. 12 2.1.2.
PESTLE analysis ................................................................................................... 13 2.1.3.
Porter’s 5 forces analysis ...................................................................................... 16 2.1.4.
Competitor analysis .............................................................................................. 18
2.2. VRIO and SWOT analysis .......................................................................................... 20 2.2.1.
VRIO analysis........................................................................................................ 20 2.2.2.
SWOT analysis ...................................................................................................... 23
3. Business model and strategy ............................................................................................... 23
3.1. Strategic choice ............................................................................................................. 23
3.2. Strategic direction ........................................................................................................ 24
4. Market and marketing ........................................................................................................ 26
Product ..................................................................................................................................... 26
Price .......................................................................................................................................... 27
Place .......................................................................................................................................... 28
Promotion ................................................................................................................................. 30
5. Significant other ................................................................................................................... 30
6. Financial projection ............................................................................................................. 33
7. Reflection .............................................................................................................................. 36
8. Reference .............................................................................................................................. 36
9. Appendix............................................................................................................................... 42 List of Figure
Figure 1: Logo Blossomé pure color .............................................................................................. 5
Figure 2 Research survey (decision to buy a lipstick ..................................................................... 8
Figure 3: : Research survey (Place to buy a lipstick) ...................................................................... 9
Figure 4 Customer persona ........................................................................................................... 10
Figure 5: Value proposition canvas ............................................................................................... 12
Figure 6 PESTEL .......................................................................................................................... 13
Figure 7 Occasions when consumers usually buy lipsticks .......................................................... 18
Figure 8 Co Mem lipstick products .............................................................................................. 19
Figure 9 Business model canvas ................................................................................................... 25
Figure 10 Colored lipstick products of Blossomé......................................................................... 27
Figure 11 Price of lipstick products at Blossomé ......................................................................... 28
Figure 12: Product packaging of Blossomé .................................................................................. 28
Figure 13 Blossomé's sales locations ............................................................................................ 29
Figure 14 Organizational structure ............................................................................................... 31
Figure 15 Financial forecast.......................................................................................................... 33
Figure 16 Financial forecast year 2 and 3 ..................................................................................... 34
Figure 17 Ethics form ................................................................................................................... 43
Figure 18: Participant consent form .............................................................................................. 45
Figure 19 Key partner for Blossomé ............................................................................................. 46
Figure 20: consumer testing of new product ................................................................................. 46 List of Table
Table 1 Market segmentation for Blossomé pure color .................................................................. 7
Table 2 The Porter’s Five Forces analysis .................................................................................... 16
Table 3 Sources and capability of Blossomé ................................................................................ 20
Table 4: VRIO analysis ................................................................................................................. 21
Table 5 SWOT analysis ................................................................................................................. 23