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 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 I V 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