Chiến lược Marketing công ty tập đoàn Thái Tuấn Study Case Thai Tuan Silk1. What is the distinctive competency of Thai Tuan Silk? How has this distinctive competency helped Thai Tuan Silk to achieve competitive advantage in the marketplace?2. How will you describe the product mix of Thai Tuan Silk? How has the product mix helped to satisfy the tastes and preferences of different groups of customers?3. 3. How will marketing to international markets be different from marketing to the domestic market? What major challenges will Thai Tuan Silk face in the international markets? Besides participating in trade fairs, what other marketing tools can Thai Tuan Silk use to compete in the international markets?
BRAND MANEGEMENT GROUP ThaiTuanSilk Do Thi Hong Nhi Nguyen Thi Lan Anh Pham Thi Bich Ngoc Ho Dac Thien An Nguyen Hoang Huy HONG NHI About Company Established in 1993, by General Director Chi Thai Tuan High quality brand "Quality and continuously innovative designs" Combine traditional elegance with modern appeal HONG NHI Ao Dai - Viet Soul in Elegant Fabric CASE SUMMARY Bringing luxurious materials with Thai Tuan's Ao Dai always has the soul of Vietnamese cultural characteristics into Vietnamese people mixed with modernity each design, expressing a distinct style that cannot be found in any other brand HONG NHI CASE SUMMARY Lencii collection with outstanding milky white color, the collection symbolizes the purity and nature of schoolgirls Besides Lencii, Thai Tuan also launched the Giấc Mơ Hoa collection The Gracefullness of School Girl HONG NHI Perfect Collection for Modern Woman The Rosshi and Silky collection, featuring work wear and home wear, is perfect for the modern woman Comfort and luxury are at the heart of the collection CASE SUMMARY HONG NHI CASE SUMMARY Menni's Collection Not forgetting to give men a choice of fashion With cool materials, Menni's gives men comfortable clothes to exercise Affirming masculine and elegant style HONG NHI CASE SUMMARY CULTURAL VALUES TO THE WORLD Thai Tuan's fashion has been recognized by experts Large-scale fashion shows have attracted the attention of fashion and media circles not only in Vietnam but also in New York and Paris Thai Tuan is honored to be the main supplier of Ao Dai for beauty contests like Miss Vietnam In 2006, Thai Tuan provided women's clothing for delegates to the AsiaPacific Economic Cooperation summit In addition, it also participates in international textile and garment trade fairs in Hong Kong and Paris LAN ANH Question What is the distinctive competency of Thai Tuan Silk? How has this distinctive competency helped Thai Tuan Silk to achieve competitive advantage in the marketplace? LAN ANH "STRATEGY" Strategy is the distinctive competency helped Thai Tuan Silk to achieve competitive advantage in the marketplace LAN ANH Distinctive competency From its early days, Thai Tuan has defined Thai Tuan is well known for its high- Thai Tuan organizes large-scale three focal factors for development, namely quality fabric and the variety of fashion shows to introduce the strategy, management, and technology products that it offers new line of wear presented LAN ANH Distinctive competency Thai Tuan has expanded efforts to Thai Tuan also pioneered the labeling The idea to produce the silk right in bring Vietnamese textile products to of brand names on fabric selvedges Vietnam to replace imported silk the global stage to position Vietnamese brands in the market BICH NGOC Question How will you describe the product mix of Thai Tuan Silk? How has the product mix helped to satisfy the tastes and preferences of different groups of customers? BICH NGOC Product mix PD FABRIC Satin Stretch fabric Linen-look fabric JACQUARD FABRIC Slub Metallic look A range of tone jacquard fabric BICH NGOC How has the product mix helped to satisfy the tastes and preferences of different groups of customers? Thai Tuan makes customers satisfy their preferences and tastes by continuously launching many collections of women's wear designed with their own silk material BICH NGOC Strategy Offering products that can be served to almost all different customer groups Launching collections that tap into customer insights THIÊN ÂN & HOÀNG HUY QUESTION 3 How will marketing to international markets be different from marketing to the domestic market? What major challenges will Thai Tuan Silk face in the international markets? Besides participating in trade fairs, what other marketing tools can Thai Tuan Silk use to compete in the international markets? How will marketing to international markets be different from marketing to the domestic market? Domestic Marketing International Marketing Domestic marketing comprises of the marketing International marketing is the kind of marketing strategies that focuses on a wider customer base, one used by a company to attract customers and compel them to purchase a that extends product or service within a local market The Customers from all over the world are targeted marketing activities in domestic marketing are in restricted to the local boundaries, and a limited marketing is quite complicated and requires number of customers are served significant financial investments international the national marketing boundaries This kind of THIÊN ÂN Differentiating factors between domestic marketing and international marketing THIÊN ÂN LANGUAGE CULTURE POLITIC & LAW CURRENCY TECHNOLOGY MARKETING ACTIVITIES The difference when conducting marketing activities: Research: When conducting International Marketing, it requires a lot of research and thoroughness Area covered: differences in area coverage require more strict management Customer characteristics: Deal with different types of customers in terms of preferences, tastes, etc Financial resources: Domestic marketing requires fewer financial resources and capital investment, whereas significant investments are needed to carry out international marketing THIÊN ÂN What major challenges will Thai Tuan Silk face in the international markets? Compete with SILK products from other countries Culture & Language Difficult to sell to international people, mainly the Vietnamese community is many Change to adapt to the international market: Trying to combine world culture without Price Colorful Quality losing the traditional beauty of Vietnamese HOÀNG HUY Besides participating in trade fairs, what other marketing tools can Thai Tuan Silk use to compete in the international markets? Digital Tool: Social media (Focus on creating accents for Vietnamese brands, emphasizing Vietnamese culture) This is not only a garment but also a cultural heritage of the Vietnamese people Vietnamese Women’s Day Family collection for Lunar New Year HOÀNG HUY PR E-commerce flatform Focus on the Vietnamese community in other countries Select KOLs, suitable models, brand ambassadors such as Kyo York, Tredene Dobson Expand the market without spending too much money Increase revenue Update product information quickly and conveniently HOÀNG HUY Thai Tuan's products are mainly ao dai and fabrics to make ao dai, so it is necessary to focus on the Vietnamese community and people who love Vietnamese culture And other customer segments cannot be overlooked For the international market, it is advisable to choose foreigners with similar appearances to easily penetrate the international market Kyo York is a foreigner who has a strong love for Vietnam and is also the ambassador of Vietnamese Ao Dai Thankyou ... helped Thai Tuan Silk to achieve competitive advantage in the marketplace LAN ANH Distinctive competency From its early days, Thai Tuan has defined Thai Tuan is well known for its high- Thai Tuan. .. Paris LAN ANH Question What is the distinctive competency of Thai Tuan Silk? How has this distinctive competency helped Thai Tuan Silk to achieve competitive advantage in the marketplace? LAN... market? What major challenges will Thai Tuan Silk face in the international markets? Besides participating in trade fairs, what other marketing tools can Thai Tuan Silk use to compete in the international