Group assignment provide market analysis and solutions by using swot pest model or define the marketing environments

GROUP ASSIGNMENT MKT101 Lecturer: Nguyen Thi Thoi Class: IB1702 Group member ID number Bùi Trần Thanh Thảo SS170036 Trương Quỳnh Anh Nguyễn Quang Vinh Vũ Hồng Ngọc Bùi Bích Ngọc Nguyễn Thị Minh Trang Bùi Đăng Khánh Trình SS170718 SS171316 SS170708 SS170750 SS171242 SS170951 0 TABLE OF CONTENTS INTRODUCTION Provide market analysis and solutions by using SWOT - PEST Model or define the marketing environments 1.1 SWOT analysis 1.1a Strengths 1.1b Weaknesses 1.1c Opportunities 1.1d Threats 1.2 PEST analysis 1.2a Political 1.2b Economic 1.2c Social 1.2d Technological Identify BUs and target markets where products are consumed Students need to determine each type of product to allocate sales (seasonal or unique fruit to export to a specific market) 2.1 BU1: Fresh fruit 2.2 BU2: Dried fruit 11 2.3 BU3: Rice, Coffee, Rubber, Pepper, Cashew 12 Establish a Marketing plan by defining target customers, product development, distribution channel, and necessary supplier partners Plan budget, promotional channels, and promotional programs 12 3.1 Product strategy (4P) 12 3.2 Distribution strategy 14 3.2a Wholesale joint venture 14 3.2b Duty-free 14 0 3.2c Specialized stores 14 3.2d Supermarkets, grocery stores 15 3.3 Pricing strategy 15 3.4 Implementation organization 15 3.5 Target customers 15 3.6 Sales promotion 16 3.6a Self-sale 16 3.6b Advertising 16 3.7 Sales support 16 3.7a Promotion sale 16 3.7b Promotion materials 16 Recommendation for Eco Tropical Agricultural Products 17 REFERENCES 21 0 INTRODUCTION Definition of tropical agriculture To date, there is no unified definition of tropical agricultural products, but beverages (such as tea, coffee, cocoa), cotton and other fiber groups such as jute, flax, and fruits (such as bananas, mango, guava, and some agricultural products ) are classified as tropical agricultural products ● ● The scale of tropical agricultural production (E.g: ECO FRUITS - which is the Import/ Export Joint Stock Company) Building close links and a closed supply chain from reputable gardeners who meet VietGap standards, food safety, and hygiene all over the world Vietnam through the distribution system to consumers Import: Fruits are imported by the official route and from big companies, gardeners, famous brands in countries and world markets such as Korea, Australia, USA, Canada, New Zealand, keep the aroma, sweetness, and goodness Export: Select suppliers that meet GlobalGAP and VietGap standards with very competitive prices and perfect quality to export to international markets Currently, Eco Fruits' export-oriented markets are Korea, China, America, Europe, the Middle East, etc 0 Provide market analysis and solutions by using SWOT - PEST Model or define the marketing environments 1.1 SWOT analysis 1.1a Strengths Vietnam has favorable geographical destinations; a developed economy; a diversified market; potential for investment capital; science, technology and infrastructure systems always follow the most international trends ● In terms of geographical destinations Our country's natural environment, which is tropical and monsoonal in nature, is determined by its geographical location and brings beneficial effects for tropical agricultural products (such as: Lam Dong, Dak Lak, Mekong Delta Region, Bac Giang, etc) Natural diversity, mineral wealth, and biological diversity are all created by location and territory, as indicated in the graph above, foster economic progress in Vietnam ● Regarding working-age population According to the statistics below, Vietnam’s working-age population accounts for 61,5% (2019) of the total population of this country For this reason, the labor source represents over 60% of the population, proving which quality of labor in this continent is better With a high level of farming, production lines in agricultural production processing are on the rise in Vietnam Although just opened, the company has been able to quickly export and domestic business, possibly due to demand from Europe and Asia As a result, this helps the company grow financially and in terms of reputation 0 Fruits and agricultural products are fresh and meet the company's brand eco (for the environment), so customers can trust the quality and reasonable prices because they are produced by local growers Southwest, both cheap and delicious 1.1b Weaknesses Calling the capital for agricultural production and intensive farming faces many difficulties In the investor’s point, investing in the agriculture department in modern's society is difficult to make a profit Wasting a lot of natural resources and intellectual resources Because a large number think that using the gray matter to invest in agricultural products wastes a lot of dead time, otherwise the efficiency of this job is not as high as investing in other subjects The government's policy to encourage the expansion of tropical agricultural products is still loose Therefore, discouraging investors from this business model Because it is a new company, it has just appeared on the market not long, so it is not easy to gain trust and reputation from the markets Lack of funds to increase PR capabilities as well as add new products, need a solution to quickly overcome this, quickly bring the company up 1.1c Opportunities The government has approved the project to restructure the industry towards increasing added value and sustainable development The consumption market of tropical agricultural products is increasingly expanding, especially tropical agricultural products exported to countries such as Asia and Europe are welcomed by many customers With the current market trend of needing green, clean, beautiful, and reasonably priced products, Eco Tropical Agricultural Products can meet all of those criteria, just need a development strategy development, the company will quickly achieve effective development The diversity of markets from Asia to Europe will be able to make the company grow, a potential opportunity to go from a little-known company to become an important source for many places 1.1d Threats Investment costs in the business model of tropical agricultural products increased sharply, while profits and competitiveness decreased sharply in the first period Climate change is extremely difficult to predict on a global scale With fierce competition from companies with the same product categories and famous for being ahead and creating a brand, it will bring many difficulties to the company The majority of customers only trust companies with a good reputation, so it is difficult to approach these customers which are called