Product management topic analyzing industry and competitors of household

TRƯỜNG ĐẠI HỌC KINH TẾ - TÀI CHÍNH TP HỒ CHÍ MINH KHOA KINH TẾ PRODUCT MANAGEMENT Topic: Analyzing Industry and Competitors of Household Lecturer: Nguyễn Đức Công Class: A17 Name’s Group: Nicetry Full name and Student ID: Nguyễn Ngọc Quỳnh Như - 205045006 Nguyễn Hoàng Anh - 205016689 Nguyễn Thị Ngọc Ngân - 215018858 Phạm Hùng Thuận - 215019076 Table of Contents I ABOUT SUNHOUSE GENERAL INFORMATION .4 SUNHOUSE'S FIELDS AND OPERATIONAL CHARACTERISTICS ACTIVITIES: 2.1 FIELD OF ACTIVITY CHARACTERISTICS: 2.2 OPERATIONAL CHARACTERISTICS .6 2.3 MAIN PRODUCT LINE II MARKET SHARE 1.MARKET SHARE OF HOME APPLIANCES INDUSTRY IN VIETNAM 10 MARKET POSITION 13 DEVELOPMENT POTENTIAL OF ELECTRIC GRILLS IN VIETNAM 14 III COMPETITORS COMPETITOR ENVIRONMENT .15 1.1 MACRO ENVIRONMENT: PESTLE 15 1.2 MICRO ENVIRONMENT: FIVE FORCES ANALYZE 17 2.DIRECT COMPETITOR OF SUNHOUSE GROUP 20 SWOT ANALYZE .23 IV SUNHOUSE’S POSITION COMPETITIVE ADVANTAGE 25 TARGET CUSTOMER 25 2.1 CUSTOMER'S MOTIVATION TO PURCHASE ELECTRIC HOUSEHOLD 25 2.2 AMS (ATTAINABLE MARKET SHARE) .26 2.3 THE POTENTIAL GROUPS OF CUSTOMERS 27 CASH FLOW 30 V BUSINESS STRATEGY PRICING STRATEGY 31 PRODUCT STRATEGY 32 DISTRIBUTION STRATEGY 33 VI MARKETING STRATEGY SUNHOUSE'S MARKETING STRATEGY FOR PRODUCTS 33 SUNHOUSE'S MARKETING STRATEGY ON PRICE (PRICE) .34 SUNHOUSE'S MARKETING STRATEGY ON DISTRIBUTION (PLACE) 34 SUNHOUSE'S MARKETING STRATEGY ON PROMOTION 34 SUNHOUSE GROUP JOINT STOCK COMPANY I About Sunhouse SUNHOUSE Group Joint Stock Company, formerly known as Phu Thang Co., Ltd., was established on May 22, 2000 In 2004, SUNHOUSE entered into a joint venture with SUNHOUSE Co., Ltd Korea, established SUNHOUSE Vietnam Co., Ltd and built a joint venture factory to produce household appliances, applying advanced cold Anodized technology in ASEAN region In 2010, SUNHOUSE was officially named SUNHOUSE Group Gate Company, investing in many diverse fields (household goods, electrical appliances, kitchen equipment, electrical equipment After 20 years of establishment and development, SUNHOUSE Group has joined the trillion-dollar enterprise group with an average annual growth of 2530%.SUNHOUSE currently owns a cluster of production factories on a total area of 100,000m2 with more than 2,500 employees employees, providing essential household items and kitchen equipment, and becoming a familiar brand in the minds of Vietnamese consumers With a network of more than 60,000 points of sale nationwide, SUNHOUSE is currently manufacturing and trading more than 600 groups of household products, household electrical appliances, kitchen equipment, water purifiers, civil electricity, industrial electricity weak, convenient for life Products of SUNHOUSE Group have been present and are a close friend to every Vietnamese family and have been present in foreign markets such as Cambodia, Laos, Myanmar, Egypt, Turkey, Hong Kong, Brazil and Vietnam Canada… Products of SunHouse company are manufactured on modern lines and technology of Korea, meeting the maximum demand for aesthetics and convenience compared to existing household products on the market With breakthrough products in technology such as: Non-stick pan, stainless steel pot set, aluminum pot set, Anod pot set SunHouse brand has received the trust of Vietnamese consumers In particular, thanks to the business motto of "success and development with customers" through providing genuine quality products, implementing the best consulting services, warranty and after-sales services, has brought Sunhoue becoming a leading brand in the field of manufacturing and distributing high-end home appliances and kitchens in Vietnam General information Company name: SUNHOUSE Group Joint Stock Company Short name: Sunhouse Group JSC Charter capital: 390 billion VND Tax code: 0101976905 Scope activities: Producing and trading in household appliances, electrical appliances, gas stoves, electric cables and electrical equipment Head office: 12th floor, Vinaconex building, Pham Hung, Nam Tu Liem, Hanoi Director (Representative): Mr Nguyen Xuan Phu Phone: 043 7366696Email: info@sunhouse.com.vn Website: http://sunhouse.com.vn/ Organizational structure Sunhouse's fields and operational characteristics activities: 2.1 Field of activity characteristics: Sunhouse is a pioneer enterprise in the field of manufacturing and trading household appliances, electrical appliances, gas stoves, electric cables and electrical equipment with breakthrough products in production technology such as: + Non-stick pan + High quality stainless steel pot set + Aluminum pot set + Rice cooker + High-class rice cooker + Infrared stove + Bathroom heating light + New generation RO water purifier + Mist fan + Blender + Hot and cold water plant + Electric fan + Fan heater + Electric heating + Especially now the company is producing a high-class product, which is an anodized pot set with the most advanced cold Anodized technology in the world and the Anodized line is currently leading in Southeast Asia 2.2 Operational characteristics With a team of skilled workers who have been trained by Korean experts and a team of office staff and more than 900 skilled workers, Sunhouse branded home appliances and electrical appliances have affirmed their position leading its industry and is trusted by many domestic and foreign customers for the quality as well as the richness and variety of products 2.3 Main product line Houseware SUNHOUSE pot is a typical household product of this brand and is used cold Anodized technology to bring many outstanding advantages such as: High durability, good scratch resistance, resistance to force, especially non-reflective react with chemicals In addition, the SUNHOUSE pot also helps to shorten the cooking time by its fast heat transfer - Electric Appliances + Rice cooker: The SUNHOUSE rice cooker impresses users not only with a delicious bowl of rice with three-dimensional warming technology, but also with the ability to cook many different modes and functions ̣(such as cooking rice, stewing soup, boiling meat, ). In particular, due to it has the large heat tray, the power consumption is minimized, helping the rice to cook faster + Air fryer: SUNHOUSE oil-free fryer with the most durable, high-grade materials that are heat-resistant, resistant to scratches, and with an extremely luxurious and modern design, the oil-free fryer from the SUNHOUSE brand is trusted by many people At the same time, the SUNHOUSE oil-free fryer can also reduce up to 80% of grease and fat in food , saving cooking time, the ability to automatically shut off when overheating, and has been recognized is safe for the health of consumers + Infrared cooker: work by heating the electric cores inside, thereby generating heat, transmitting it to the stovetop, heating the bottom of the pot and cooking food Possessing a super-durable, heat-resistant glass surface design and a convenient, youthful appearance with a modern touch panel, there are different cooking modes such as: Bone stew, soup, BBQ, fried, hot pot and many other useful features + Blender: is made of high-quality PC plastic material, ensuring safety when using, without worrying about abrasion after use In addition to the multi-function ability to grind many foods with strong performance, the SUNHOUSE blender is also equipped with a super sharp stainless steel blade, serving to puree food without worrying about rust + Other household products: In addition to the above products, SUNHOUSE also produces many other household products and has achieved many successes such as: electric pressure cooker, induction cooker, electric hot pot, oven, iron,… - Electronic refrigeration + RO water purifier: SUNHOUSE water purifier owns a 10- stage filtration system, with RO membrane to help remove impurities, bacteria and ensure completely pure output water In addition, SUNHOUSE water purifiers meet extremely strict quality control procedures and obtain certification from the NSF organization + One/two - way air conditioner: Attracting users by elegant and sophisticated design suitable for all interior spaces, SUNHOUSE air conditioner can also meet all needs of use in all conditions climate thanks to modes of cooling and heating This is a product that helps to take care of the family atmosphere, bringing a cool and comfortable living space - Kitchen equipment Kitchen appliances from SUNHOUSE are always leading the Vietnamese market with a wide range of products such as: Gas stoves, electric stoves, hoods, These are products that SUNHOUSE has integrated into many industries Modern, advanced technology and meet strict standards according to the production line from Korea Therefore, you can rest assured to use to help everyone both save costs and ensure safety II Market share 1.Market share of home appliances industry in Vietnam According to data from the Ministry of Industry and Trade, currently consumption in household goods accounts for 9% of the total personal consumption package, among 11 main product groups, the household goods group ranks fourth in terms of consumption The market size of the domestic household goods industry is estimated at 12.5 - 13 billion USD, growing by more than 10% per year Specifically, consumption for household appliances aged 18-45 accounted for 57-60% of total market spending At the same time, people's income is currently increasing (over 2,000 USD/person/year), leading to changes in demand for more quality and designs 10 non-stick pans that are safe, durable and suitable for the needs of Vietnamese consumers In 2005, Sunhouse continued to bring the most advanced cold anodizing technology in Southeast Asia to Vietnam and launched durable aluminum pots with more beautiful designs than traditional aluminum pots After that, Sunhouse factory continued to develop and produce many other products such as rice cookers, electric stoves, super kettles, water purifiers WEAKNESSES: - Internal information shows that a technology company has not yet applied technology to the organization and management in a reasonable and logical manner And about the product, there is no difference and exclusivity in the product For example: Heating technology with 5-level heat bar and automatic shutdown when overheating - Despite having good quality, Sunhouse's products are quite expensive compared to the income of Vietnamese people This has become a big obstacle for Sunhouse when entering markets in poor mountainous and rural areas The preference for cheap prices makes consumers prone to buying poor quality and counterfeit products of Sunhouse in the market - Sunhouse's products are diverse, rich and target a wide range of customers from housewives, male householders who prefer technology equipment or units with demand for civil electricity OPPORTUNITIES: From all the detailed analysis above, we see that: there are many opportunities for the electric grill industry in general as well as Sunhouse group: Few major competitors in the same market position In addition, Products suitable for the Green Life or Modern Life that is a need of today's society According to the general trend, people like having meals together but they also want to save time in cooking As you know, technology is constantly evolving, the home appliances industry is growing Finally, the government 24 signs trade agreements to easily exchange goods with countries around the world (tax free, expand import and export opportunities) THREATS: Every industry has an alternative and because of the impact of external factors, challenges arise: Products with limited distribution systems Strong and large competitor brands, there are few big guys, but the big guys hold a lot of market share and always come up with new products, creating trends for customers so customers change attitudes easily about competitor brands Then, trends in the industry are constantly changing IV Sunhouse’s position Competitive advantage Sunhouse with more than 20 years of operation has had a certain foothold in the Vietnamese market With the consumer trend of Vietnamese people increasingly preferring "Vietnamese goods, high quality", Sunhouse has more and more opportunities to compete with foreign electronics firms For domestic electrical appliances, there is almost no competitor that can compare with Sunhouse, because they already have a certain reputation, moreover, their scale and advanced technologies confirm their position position in this industry In addition, they have a wide distribution system along with their own production capacity, they can completely timely supply to their distributors nationwide TARGET CUSTOMER 2.1 Customer's Motivation to purchase electric household Most of the time, they want to own a convenient, compact, and easy-toclean cooking tool Save time: A survey from Made.com found that during the two previous years of the pandemic, 64% of consumers have decided to invest in new home appliances in terms of the design and quality 25 According to a market survey by The Conference Board® and Nielsen (2018), their own health, along with the well-being and happiness of parents and children, are in the Top biggest concerns of Vietnamese people: 88% of Vietnamese carefully read the health information related to the products they use 74% carefully researched the health information provided This trend is also evident in the food and household goods industry, with factors that directly affect users' heath Coal grilling and gas stoves will produce gases (CO gas and Methanol gas) that are harmful to the environment and respiratory system, especially in an enclosed space On the contrary, the electric grill is very environmentally friendly because it does not emit harmful gases, only produces "organic smoke" when baking food Moreover, the safety is also guaranteed, food safety (food is cooked to a moderate degree and can be adjusted, limiting uncontrollable blackening), life safety (limiting burns due to burning coal blisters on people when grilling, or gas leakage and explosion problems when using gas stoves, coal stoves, alcohol stoves) 26 2.2 AMS (Attainable market share) Figure 11: Household Market Share The household industry in Vietnam is being considered as a potential industry to develop as every family is interested in In which, according to the survey and report of the household industry in Vietnam market, Kangaroo ranked first in the industry with a revenue of 2000 billion, most of which came from water purifiers However, if considering only home appliances, the top is still Sunhouse with a revenue of 1,800 billion, equivalent to 11% of the total piece of cake in Vietnam's household industry The rest come from other firms from abroad 2.3 The potential groups of customers  “Partier”: A group of partiers who love barbecue, engrossed in meeting friends and gathering with relatives They have a tendency to catch up with the latest trends and want to own modern technology devices with appealing designs  “Delicious - convenient - affordable" Their requirements about the taste, convenience, and price of the product are at the most basic level due to their limited budget.  27  “Quality comes first” This is a group of customers who prioritize the product quality: safety, durability, convenience, affordability  “Standard Group” This is the group that converges the needs of all mentioned customer groups above Partiers who care about the safety, durability, convenience, and environmentally friendly equipment Figure 9: Target customer Describe:  Age: 25-35 years old According to a research at Quora.com source, at this age, people tend to prefer to gather with family, friends, especially on weekends and holidays, etc The idea that “building a family is more important than being successful in a career” by age accounted for 79% (according to survey britishcouncil.vn) 28  Income: 10-19 million is the average income of Vietnamese people who are 25-35 years old, quite good so that it is affordable for everyone to buy themselves a grill that is both compact in terms of area and convenient for cooking  Characteristic: affectionate, sociable, dynamic, extroverted, enthusiastic  Lifestyle: Those people lead a dynamic lifestyle, are likely to gather with their family and friends to a lot of collective and entertaining activities They also enjoy every meal at home with their dearest and nearest eating Besides, the trend of "Green" life is one of their concerns in daily activities  Location: Major cities in Viet Nam such as Ho Chi Minh, Da Nang, Ha Noi, Hai Phong, Those are densely populated areas where the needs of meeting, dining and partying are much higher than the rest Table 1: Buying journey of that group Awareness Consideration Intention Acquisition Although Acquiring Consumer considers intending to a Modern They are aware that the idea or partial or acquire, there Consumer acquires Energy cooking with modern total replacement of may be factors the relevant devices Cooking energy is a possibility existing cooking that delay or based on their choices regime prevent the Product acquisition 29 Consumers’ thoughts and feelings Initial skepticism? Will it be too Are there any I need it Do I trust of the source expensive to legal issues? I can wait for it of the information? purchase How long might Is this a priority? Is the awareness from Do I have the it last? Is the decision maker more than one source? upfront money? What guarantees agreed? Prejudice about fuel Can I get credit does it come Is the household Knowledge of others Will it be expensive with? agreeing with this use of similar to run? Where might I get purchase? Will it be safe? What will my friends it repairs? Can I live with the Will the food taste and family think of Will homehelp be community reaction? alright? us? able to use it? (Is the purchase legal) Worth looking at it What will the further community think of us? Experience Service/ Advocacy enhancement Acquiring a Modern Energy Cooking renewal/upgrade Consumer tells Consumer experiences the device(s) Consumer may their friends and require after sales family of their support experiences Product (good or bad) 30 End of Life/ The device has to be disposed of, or upgraded, or a new device purchased Consumers’ thoughts and feelings I am pleased by its I have to stick to the I want to tell Wanting to get rid of performance warranty others to get it when not broken I get praise for how I can just get it prestige Wanting to upgrade quickly repaired anywhere to better version I cook I don’t need to I don’t care about I am pleased with the service of the eWaste cleanliness appliance I care about recycling I am disappointed with Would like to and eWaste performance upgrade pots and I am disappointed with pans functionality Would like to I will not use it much upgrade utensils Would like a newer model Cash flow Revenue: According to the financial statement for 2021, Sunhouse's total net revenue reached VND 4.831 billion, up 10% compared to the previous year Profit: Sunhouse's profit after tax reached VND 341 billion in 2021, up 17% compared to the previous year Profit margin: Sunhouse's net profit margin in 2021 reached 7.1%, up from the previous year (6.6%) This is an important indicator to evaluate the company's business performance Assets: Sunhouse's total assets in 2021 are VND 2,713 billion, an increase of 18% compared to the previous year Liabilities: Sunhouse's liabilities increased by 23% over the previous year, to VND1,304 billion However, the ratio of liabilities to total assets of the company remains at 48%, relatively stable P/E ratio: Sunhouse's P/E (Price-to-Earnings) ratio is around 13.6 This is a popular metric used to gauge the value of a stock, often compared with 31 companies in the same industry or with the average P/E of the market as a whole V Business strategy Pricing strategy Sunhouse's pricing strategy focuses on providing high quality products at a more competitive price than competitors Sunhouse often applies promotions, discounts and discounts to regular customers to attract and retain customers At the same time, Sunhouse also focuses on improving the quality of products and services to increase value for customers With the popularization strategy, Sunhouse has achieved certain achievements today, so how they it? In order to reduce product costs, Sunhouse focuses on mastering technology and production lines In 2010, Sunhouse established the first water purifier line to serve the research of product features and feasibility when investing in new products By 2019, Sunhouse's factory has completed its production process and can reach a capacity of 200,000 products a year Enterprises also have plans to improve productivity and expand production scale Only production autonomy can manage the cost problem and meet the needs of the majority of customers In the first stage, Sunhouse approached users with a pricing strategy They minimize the functions, focus on the important core features a water purifier product needs; enterprises penetrate the market with a price level suitable for the majority of customers, from urban to rural areas Of course, this strategy is only suitable for the first stage Currently, Sunhouse has become one of the leading brands in the market, so it is eligible to invest in research and production Sunhouse has stepped out of the comfort zone and has made many more innovations to meet the diverse needs of consumers Compared to developed countries in the household electrical industry such as Korea and the US, Vietnam is really still in the late stage, so Sunhouse's team is constantly learning from countries that are ahead in communication programs save on 32 technology This is the goal and important task of the Research and Development Center for Water Purification at Sunhouse in the next years They also determined that the investment budget for R&D in the next period would be many times higher because Sunhouse was able to be proactive in producing almost 90% of product components, so the conditions for research and product improvement would be higher Simpler Thanks to the investment in the previous years as well as the clear direction for the future, we can confidently develop a different new technology, mastering the trend Product strategy Because of being able to master production technology, Sunhouse has aimed to diversify products The proof is that now, they have more than 12 types of product items With each type, they develop more sub-types with different functions For example, a household pot with an ultra titanium sunhouse non-stick pot, a 1-layer stainless steel pot with a bottom, etc Of course, all of their products apply the most advanced technology Typically anodized technology SunHouse's Anod pot set is the most modern typical product in Asean, certified for industrial design protection in the US, Japan, Korea, China, Laos, Myanmar, Cambodia and Vietnam This is a proof of production and business capacity and is the basis for SunHouse to build trust with domestic and international partners and customers Besides, in order to meet the maximum demand for high-end household electrical products at a reasonable cost to Vietnamese consumers, SunHouse also imports components and assembles as well as imports CBU items Household electrical appliances originating from Korea and Japan… Distribution strategy Currently, Sunhouse has more than 2,000 distribution points across the country, plus being self-sufficient in supply, they can completely adjust the price, source of raw materials as well as production technology to have a suitable price for each object 33 specific customers they want to target Therefore, it will be easier for them to build a wide distribution network, thereby making it easier for them to reach their target customers The following is the distribution model of Sunhouse VI Marketing strategy Sunhouse's marketing strategy for products    Firstly, Sunhouse focuses on the production and distribution of highquality household products with a variety of models and features Sunhouse not only focuses on basic products such as gas stoves, electric stoves, microwave ovens, rice cookers, but also expands to produce a variety of other household products such as air purifiers, vacuum cleaners, hair dryer, washing machine, etc The diversification of products helps Sunhouse to meet the needs of many different customers, from ordinary consumers to customers who have high demand for products more level Secondly, Sunhouse continuously updates new products and improves existing products Sunhouse always puts the needs of customers first and continuously researches and develops new products to meet the increasingly diverse and complex needs of customers This helps Sunhouse make a difference and increase competitiveness in the market Third, Sunhouse also creates special products, aimed at special customer groups and has unique needs For example, Sunhouse has launched products such as negative gas stoves, induction cookers, ovens, with many preeminent features and luxurious designs aimed at customers who have demand for high-end products than Sunhouse's marketing strategy on price (Price)  Firstly, Sunhouse focuses on providing good quality products at reasonable prices Sunhouse offers products with average prices but still ensures quality, features, durability and safety for users This helps 34   Sunhouse attract a large customer base, especially those who want to buy household products at affordable prices Second, Sunhouse has a flexible pricing strategy, adjusting prices in different phases at different times This helps Sunhouse meet the needs of the market, in order to maintain and improve its market share For example, during the holidays, Sunhouse often has discounts, promotions, and gifts to attract consumers Third, Sunhouse also applies a product diversification strategy to increase value and compete in the market Sunhouse constantly updates new models and designs for its products and launches more advanced product lines with higher prices to meet the needs of customers with better economic conditions This helps Sunhouse increase revenue and increase brand value Sunhouse's marketing strategy on distribution (Place) Sunhouse has a direct distribution system including official stores and warranty centers As a result, Sunhouse can control the quality of its products from start to finish, from production to distribution and warranty, helping to ensure product quality and customer confidence At the same time, Sunhouse also provides customer support services such as product consulting and maintenance, enhancing customer satisfaction and trust in the brand Sunhouse's marketing strategy on promotion Sunhouse's promotion strategy is one of the important factors to help this brand gain recognition and growth in the market Sunhouse has built an overall promotion strategy including many advertising, promotion, communication and customer interaction activities, helping to promote recognition and increase customers' trust in the brand In addition, Sunhouse also focuses on organizing promotions to attract customers These programs include price incentives, gifts and other attractive rewards This helps Sunhouse attract the attention and interest of customers, thereby increasing sales and increasing access to potential customers Sunhouse also pays special attention to interacting with customers through social media channels and other online activities Sunhouse creates useful content, product information, answers customers' questions and interacts with them through these channels This helps Sunhouse create closeness and strengthen relationships with customers, thereby creating loyalty and increasing repurchase ability 35 In addition, Sunhouse also needs to pay special attention to improving the quality of customer support services, to enhance customer satisfaction and loyalty to the brand Sunhouse needs to offer attractive promotions, provide quality customer support services and respond quickly to customer requests to build customer trust and loyalty to the brand LINK REFERENCES: https://thietbibepkanzler.vn/news/ai-la-nguoi-phat-minh-ra-bep-tu.html#:~:text=c %E1%BB%A7a%20b%E1%BA%BFp%20%C4%91i%E1%BB%87n-,B%E1%BA 36 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