FINAL REPORT Topic THE INTERNATIONAL MARKETING PLAN OF ONE ONE 07/2022 Class 1771 Semester 2133 Lecturer Mr Jorge Martínez Student Group One One No Full Name Student ID 1 Phan Thanh Trường 22000257 2[.]
FINAL REPORT Topic: THE INTERNATIONAL MARKETING PLAN OF ONE ONE Class: 1771 Semester: 2133 Lecturer: Mr Jorge Martínez Student Group: One One No Full Name Student ID Phan Thanh Trường 22000257 Phan Thị Mỹ Định 2183728 Nguyễn Thị Khánh Nguyên 22100106 07/2022 FINAL REPORT Topic: THE INTERNATIONAL MARKETING PLAN OF ONE ONE Class: 1771 Semester: 2133 Lecturer: Mr Jorge Martínez Student Group: One One No Full Name Student ID Phan Thanh Trường 22000257 Phan Thị Mỹ Định 2183728 Nguyễn Thị Khánh Nguyên 22100106 07/2022 RECOMMENDATIONS OF LECTURER |2 Table of Contents List of Tables List of Figures INTRODUCTION COMPANY & MARKET .7 1.1 Company 1.2 Market / Competitors SELECTION OF MARKET (CHINA OR KOREA) 13 2.1 General criteria for selection (MACRO: PEST) 13 2.2 Specific criteria about selection (MICRO) 18 MARKET REPORT AND STP OF KOREA .22 3.1 MACRO: PEST 22 3.2 MICRO 24 3.3 STP: Segmentation, Targeting and Positioning 25 MARKETING MIX ADAPTATION 26 4.1 Product 26 4.2 Price 26 4.3 Place 28 4.4 Promotion 29 CONCLUSION 33 REFERENCES 34 |3 List of Tables Table 2.1: Comparison between China and Korea 22 Table 3.1: Benchmarking Table 26 Table 4.1: Cost of Exporting Container of One One Crackers 27 Table 4.2: Promotion Plan of One One in Korea 32 |4 List of Figures Figure 1.1: One One's rice cracker product line Figure 1.2: Fanpage of One One Figure 1.3: Website of One One Figure 1.4: Data for the export market of this product from Vietnam Source: TradeMap.org 10 Figure 1.5: Outstanding companies and their products in the Vietnamese rice crackers market 11 Figure 1.6: International Market Share of Rice Crackers by Companies Chart 12 Figure 2.1: The total value imported from China (2021) 13 Figure 2.2: The total value imported of Korea (2021) 14 Figure 2.3: Compare Political Risk between China and Korea 15 Figure 2.4: Population pyramid of China Source: CIA World Factbook 17 Figure 2.5: Population pyramid of Korea Source: CIA World Factbook 18 Figure 2.6: China imports data for the product Source: TradeMap.org 19 Figure 2.7: South Korea imports data for the product Source: TradeMap.org 19 Figure 2.8: Products from Want Want - one of the largest rice crackers manufacturers in the world 21 Figure 2.9: Some of Korea’s Chaebols in the food industry ( left to right: Haitai, Nong Shim, Lotte, Crown) 22 Figure 4.1: New flavors: BBQ, spicy 26 Figure 4.2: emart supermarket 28 Figure 4.3: Lotte Mart 28 Figure 4.4: Convenience stores in Korea 29 Figure 4.5: A lot of Koreans have a habit of traveling by bus (especially young students or the elderly) 30 |5 INTRODUCTION In the context of an increasingly modern and developed world, companies operate more and more strongly, and on a larger scale Since then, to be able to continue to develop, companies must expand their markets internationally To achieve this goal effectively, companies need to have good analysis, methods and marketing plans to penetrate the market in the best way From our above concerns, our team chose the topic "The international marketing plan of One One" with the desire to have the opportunity to apply the relevant knowledge such as: macro-environmental analysis (PEST), micro, STP, Marketing Mix at the same time applying analysis of internal and external factors of One One company Through the research and implementation of the project, the group also wishes to have a better understanding of the differences in marketing functions and international similarities related to cultural, economic and political aspects , social and material of the environment from which it can be practically applied to oneself and future work |6 COMPANY & MARKET 1.1 Company 1.1.1 Company One One Rice Cake Company has the full name of One One Vietnam Food Joint Stock Company Since its establishment in 2007, One One Rice Cake Company has been constantly innovating the production process towards the most modern With high quality technology process, One One rice cake is always proud to be a familiar product of Vietnamese family Vision: The company will create and serve Vietnamese consumers products to meet your requirements and relieve your health, food safety and financial concerns Mission: “Healthy food, good body” 1.1.2 Product After more than 10 years of establishment and development, quality has always been a prerequisite in all products One One has won the trust of consumers with product lines: Rice cake with grilled beef flavor, Lightly sweet rice cake, Corn Cheese Flavored Rice Cake, Rice cake with yellow corn cheese, Corn milkflavored rice cake, Grilled octopus seaweed rice cake, Grilled shrimp rice cake, Japanese soy sauce flavored rice cake |7 Figure 1.1: One One's rice cracker product line 1.1.3 International Experience In addition to providing products in the domestic market, One One is also exported to serve the international market As of 2020, One One rice cakes products have been exported to a number of countries such as Japan, Bhutan, 1.1.4 Digital Presence Currently, One One operates on main media: Facebook fan page (Bánh Gạo One One) and website (https://banhgaooneone.com/) Figure 1.2: Fanpage of One One |8 Figure 1.3: Website of One One 1.1.5 Competitive Advantages One One rice cake is processed by the manufacturer from selected ingredients, which are delicious Japanese Japonica rice grains In the production process, rice cakes not use any colorants or preservatives Especially, the product is not fried in oil and does not contain cholesterol, so it is very safe for users' health One One rice cake is suitable for all users Besides, the company also received many prestigious certificates such as: ISO 22000: 20005 certification, Certificate of food hygiene and safety certified by Hung Yen Department of Industry and Trade, 1.2 Market / Competitors 1.2.1 Industry of Rice Cracker in Vietnam In a rice production leading country like Vietnam, the food made from rice here comes in a wide variety such as rice paper, or rice vermicelli In the FMCG industry, Vietnamese businesses and companies also take advantage of this abundant domestic resource, making rice the main ingredient in many types of processed foods, in which rice crackers is one of the most popular products among |9 ... penetrate the market in the best way From our above concerns, our team chose the topic "The international marketing plan of One One" with the desire to have the opportunity to apply the relevant... Promotion Plan of One One in Korea 32 |4 List of Figures Figure 1.1: One One''s rice cracker product line Figure 1.2: Fanpage of One One Figure 1.3: Website of One One ... (Bánh Gạo One One) and website (https://banhgaooneone.com/) Figure 1.2: Fanpage of One One |8 Figure 1.3: Website of One One 1.1.5 Competitive Advantages One One rice cake is processed by the manufacturer