Group 6 marketing management 63e international marketingproduct export plan for dh foods company

NATIONAL ECONOMIC UNIVERSITY SCHOOL OF ADVANCED EDUCATIONAL PROGRAMME *** GROUP - MARKETING MANAGEMENT 63E INTERNATIONAL MARKETING PRODUCT EXPORT PLAN FOR DH FOODS COMPANY Member ID Trần Ánh Dương 11211643 Nguyễn Hương Trà 11215696 Đỗ Thu Huyền 11212674 Hoàng Khánh Linh 11213145 Nguyễn Võ Kim Thịnh 11215517 Lục Minh Hạnh 11212104 Lecturer: Mr Trần Việt An Hanoi, Oct/2023 TABLE OF CONTENT CHAPTER I GENERAL INTRODUCTION ABOUT DH FOODS, VIETNAMESE ENVIRONMENT & PRODUCT PORTFOLIO 5 Dh Foods 1.1 Company Overview 1.2 Missions & Goals 1.3 Company's business activities 1.4 Resources 1.4.1.Human Resources 1.4.2.Financial resources 1.4.3.Physical resources 1.4.4.Brand Reputation 1.5 Suppliers Vietnamese environment SWOT Product Portfolio 4.1 Product Portfolio of Dh Foods 4.2 Product lines that have been exported 4.3 The chosen product line 10 10 CHAPTER II 11 INTERNATIONAL MARKET SELECTION 11 A look at Dh Foods' current markets 11 First Screening 12 Second Screening 12 Comparison between Polish market and Canadian market 12 Marketing attractiveness evaluation 15 Conclusion 16 Region 16 CHAPTER III 18 GENERAL POLISH ENVIRONMENT & SPICES MARKET 18 General Polish Environment 18 1.1 Introduction of the Polish Market 18 1.2 Demographic Environment 18 1.3 Economic Environment 19 1.3.1.Overview of Poland’s Economic 19 1.3.2.The stability in the exchange rate between Vietnam Dong and currencies used in Poland (EURO) 19 1.4 Sociocultural Environment 21 1.5 Technological Environment 21 1.6 Political Environment 1.6.1.EU 21 21 1.6.1.1.Food Safety 21 1.6.1.2.Tax Policies and Tax Rate 22 1.6.1.3.EVFTA 23 1.6.1.4.Custom Procedures 23 Polish Spices Market 24 2.1 Market Size & Potential 24 2.2 Competitors 25 2.3 Target Customers 27 2.3.1.Demography 27 2.3.2.Psychology and Buying Behavior 28 CHAPTER IV 29 MARKET ENTRY MODES 29 29 Choosing Market Entry Modes 1.1 Internal Factor 29 1.2 External Factor 29 1.3 Direct and indirect trade barriers 30 1.4 Transaction-specific factors 30 1.5 Conclusion 30 Direct Export Modes 2.1 Current partner of Dh Foods in EU markets 30 30 2.2 International Partner Matrix 30 2.2.1.The performance of the distributor partner 30 2.2.2.The general attractiveness of the market where the partner operates 31 CHAPTER V 32 MARKETING MIX 32 Product 32 1.1 Product design in current markets 32 1.2 Labelling & Packaging 32 1.2.1.EU Regulation 32 1.2.2.Adjust Packaging 33 Price 2.1.Factors influencing international pricing decisions 34 34 2.2.Price of Dh Foods’ product in other European markets & Price of similar products from competitors 34 2.3.Pricing Strategies Place 35 35 3.1.Factors influencing channel width 35 3.2.Retail channels in Poland 36 Promotion 36 4.1.Factors affecting promotion activities 36 4.2.Communication tools 37 Marketing Mix Plan 38 CHAPTER VI 41 BUDGET & CONTROL 41 International Marketing Budget 41 Marketing Control 43 CONCLUSION 44 REFERENCES 45 MEMBER CONTRIBUTION 46 CHAPTER I GENERAL INTRODUCTION ABOUT DH FOODS, VIETNAMESE ENVIRONMENT & PRODUCT PORTFOLIO Dh Foods 1.1 Company Overview CEO Nguyen Trung Dung started DH Foods Co Ltd in 2012 In its 11 years of business, DH Foods has established itself as the premier, esteemed company specializing in regional spice specialties from Vietnam Its primary offerings are authentic, traditional Vietnamese spices and sauces, including dipping sauces, salt, and spices for cooking and marinating Dh Foods believes that using high-quality spices would enhance the flavor of food and make people happier The spices from Dh Foods are also regional delicacies that showcase some of Vietnam's most notable cultural characteristics With its current product lines and 170 goods, DH Foods is generating a lot of buzz and holding a dominant position in the home market The products of DH Foods are specifically categorized to fit each specialty in various places Since 2016, DH Foods has successfully exported to Japan, beginning a journey to deliver Vietnamese spices to 98 nations with demanding requirements: Korea, Japan, the Netherlands, Australia, the United States, the United Kingdom, Germany, Russia, France and others on many continents 1.2 Missions & Goals • DH Foods is acutely aware of the negative impact artificial substances have on public health As a result, DH Foods strives to produce goods that maintain the original hue and flavor of each ingredient • DH Foods works to educate customers on the value of thoroughly checking the ingredients before buying any product in order to choose those that are safe • Every single DH Foods product is 100 percent pure • As a result of consistently adhering to the standards of "No Artificial Color, No Preservatives, No Foreign Matter" since its inception, Dh Foods has emerged as the consumer's top option for quality and safety 1.3 Company's business activities Although business activities were greatly affected during the Covid pandemic, Dh Foods' operations still achieved many achievements: • Dh Foods experienced good business outcomes in 2021 In the context of the Covid-19 epidemic, the company generated income of 144.2 billion VND, up 51.6% from 2020 and 14.5% more than anticipated • A partnership agreement between Dh Foods Joint Stock Company and Heritage Beverage was inked in the early months of 2022, opening the US market to Vietnamese regional specialty spices • Dh Foods had the distinction of taking part at VietFood, the 26th International Food and Beverage Exhibition, in 2022 Additionally in 2022, DH Foods organizes the Shareholders' Meeting with much-needed future direction to revamp the business strategy in order to dominate the global market • DH Foods began its journey to the great ocean in 2016 with problems and difficulties, but the company has gradually demonstrated its potential to introduce Vietnamese products to the rest of the world After passing the "test" from the European market on procedure, manufacturing, factory, and so on, DH Foods obtained the order in 2017; first with a 12,000 USD value • By 2018, DH Foods had continued to pass the stringent "test" imposed by the Japanese market, which threatened to cancel the contract if DH Foods did not satisfy the product quality requirements to which they had pledged to conclude • DH Foods expanded its journey to many more nations after acquiring the trust of demanding markets, including the United States, Australia, Russia, the United Kingdom, Korea, Japan, France and Germany DH Foods consolidates its resources and continues to prepare for the internationalization of Vietnamese products from 2020 to 2021 1.4 Resources 1.4.1.Human Resources • As of 2023, Dh Foods has a team of over 400 employees, including production workers, quality control inspectors, marketing and sales staff, and administrative personnel • The company has a strong commitment to employee training and development, and offers a variety of programs to help employees learn new skills and advance their careers • The company also has a number of initiatives in place to promote a healthy and productive work environment Instead of managing human resources with discipline through KPIs, Mr Dung experimented with the 'heart-warming' management style: training, guidance and inspiration 1.4.2 Financial resources In 2022, Dh Foods had a revenue of $12 million and a net profit of $2 million The company has a strong financial foundation, with over $10 million in cash and cash equivalents, as well as a good track record of profitability, and has been able to reinvest its profits in new products, technologies, and marketing initiatives Dh Foods is also debt-free, which gives it more financial flexibility to invest in its future growth Dh Foods financial performance in 2021: • Total revenue: 144.2 billion VND (about 6.4 million USD), an increase of 51.6% from 2020 • Net profit: 10.8 billion VND (about 450,000 USD), an increase of 21.9% from 2020 Document continues below Discover more from: International Marketing Đại học Kinh tế Quốc dân 70 documents Go to course 18 De cuong on tap hoc ki lop global success nam hoc 2022 International Marketing 100% (5) [123doc] - bo-cau-hoi-trac-nghiem-marketing-co-dap-an 15 International Marketing 100% (5) UK Pestle Analysis 68 International Marketing 100% (2) MKT asm - Individual assignment for Fentimans case 11 International Marketing 100% (2) Discuss the market segmentation of Samsung 18 120 International Marketing 100% (2) 123doc xay dung chien luoc tham nhap thi truong eu cho cong ty hai san 404 pdf International Marketing 100% (2) • Dh Foods has set a target of achieving total revenue of 190-215 billion VND (about 8-9 million USD) and net profit of 16-18 billion VND (about 650,000-720,000 USD) in 2022 1.4.3 Physical resources • Dh Foods has a modern production factory - Le Minh Xuan Factory in Ho Chi Minh City The facility is equipped with state-of-the-art machinery, including a high-speed bottling line and a warehouse with a capacity of 1,500 tons • The company also has a network of distribution partners in countries • The company is in the process of expanding its production capacity to meet the growing demand for its products 1.4.4 Brand Reputation • Dh Foods has a relatively positive brand reputation in Vietnam and in export markets • The company is known for their high-quality products, their commitment to safety and quality, and innovative marketing campaigns For example, the company has been featured in televisions, magazines and newspapers, actively participated in fairs and exhibitions in Vietnam and in other countries, and won several awards for their products and business practices 1.5 Suppliers Dh Foods' spices are specialties with typical cultural features of Vietnam's regions The Company's raw material sources are mainly cooperated with typical agricultural products from the North region to the South region in Vietnam such as pepper from Pleiku, chilli from the Central region, salt from the Central region… So, their suppliers are mainly the farmers in each region Moreover, the company has cooperated with farmers to establish a granary of raw materials that benefits both farmers and Dh Foods to ensure the quality of the ingredients and the price Vietnamese environment Export incentives are understood as measures, policies, and financial assistance from the government to domestic companies to promote exports and support the country's balance of payments Measures to encourage exports may include direct subsidies to reduce the price of exported goods (export subsidies), tax incentives (tax exemption on profits earned from exports), and provision of credit (exemption of profits from exports) using preferential exports, low interest rates) and financial guarantees Currently, the Vietnamese government has many policies to promote the export of goods abroad by domestic companies Some notable policies include the following: • The imposition of low or 0% tax rates on Vietnamese goods as agreed in a total of 17 FTAs that Vietnam has been negotiating, signing, and implementing is a driving force to boost export activities of businesses • Export Promotion Programs: Vietnam still maintains several forms of export subsidy under Government programs such as reducing or exempting taxes; providing direct financial support (especially for new exporters) to the export of goods to new markets or to goods affected by price fluctuations; and granting export rewards (under Trade Ministry Decision No 02/2002/QD-BTM) The Export Support Fund is maintained to support, encourage and promote export • Export Credit and Finance Support: The government, through institutions like the Vietnam Export-Import Bank (Eximbank) and Agribank, provides export credit and financing support to help businesses access the necessary capital to expand their export activities • Investment in Infrastructure: Infrastructure development, such as the expansion and improvement of ports, transportation networks, and logistics facilities, is a key part of facilitating efficient export processes Vietnam has a lot of infrastructure constantly being built, including road systems, seaports, airports, • Trade Promotion Agencies: Vietnam has several trade promotion agencies that assist businesses with export-related activities These agencies help with market research, trade missions, and participation in international trade fairs and exhibitions • Customs Simplification: Streamlining customs procedures and reducing red tape make it easier for companies to export their products The Vietnamese government has made efforts to simplify and modernize customs processes SWOT Strengths Weaknesses • Dh Foods has a relatively stable financial foundation • Dh Foods has a certain number of loyal customers • Dh Foods' product coverage in the Vietnamese market and foreign markets is increasingly expanding • Dh Foods has a diverse product portfolio and the product quality meets international standards • Dh Foods has been effectively and stably conducting business operations in Vietnam and other countries • The quality and selling price of the Dh Foods products depend entirely on the Le Minh Xuan factory • Product quality depends on many different raw material sources, which can be affected by factors such as weather, crops, diseases, • Promoting activities of Dh Foods are not as effective as major competitors such as Cholimex, Ajinomoto, Knorr, Oppoturnities • The spice market in Vietnam is vibrant and Vietnamese families have a great need to use spices in meals The average annual growth rate of this industry is forecast to continue to increase in the coming years • In recent years, the Vietnamese government has been promoting businesses participating in exporting the seasoning industry to maintain its position as the leading exporting country Threats • Nowadays, competitors appear more and more and new product types are increasingly diverse • The large and rapidly changing spice market like Vietnam requires Dh Foods to adjust and be more active in promoting activities to avoid being kicked out of the spice market => Although promoting activities of Dh Foods are not effective compared to experienced competitors in the markets, the company's business activities at this time have shown the position of the brand in Vietnam and other nations Thereby, the company is strong enough and should seize the opportunity by continuing to introduce its products to the international market Product Portfolio 4.1 Product Portfolio of Dh Foods Dh Foods have a wide range of product lines The current product lines of Dh Foods include: • Tay Ninh Dipping Salt speciality • Sauce speciality and Chili sauce • NATURAL Spices specialty • NATURAL Cooking & Marinade spice CHAPTER V MARKETING MIX Product 1.1 Product design in current markets Based on Dh Foods products currently available in markets around the world, our team found that there are not many differences in packaging compared to products sold in the domestic market The net weight of the product is kept at 200g There are only a few minor adjustments related to translation or host country regulations Therefore, our team decided to apply this to Dh Foods products when exported to the Polish market The team will keep most of the product designs intact and only adjust some small details to suit the requirements of this market 1.2 Labelling & Packaging 1.2.1 EU Regulation Food and drinks sold within the European Union must have complete information on the packaging The information required must be: • accurate • easy to see and understand • not misleading • indelible Mandatory information for prepackaged foods: Type of information companies are required to mention: • name of the food • ingredient list (including any additives) • allergen information • quantity of certain ingredients • date marking (best before / use by) • country of origin, if required for consumer clarity (example: products that display on their packaging country flags or famous landmarks) • name and address of the food business operator established in the EU or importer • net quantity • any special storage conditions and/or conditions of use • instructions for use if needed • alcohol level for beverages (if higher than 1.2%) • nutrition declaration Under EU law and/or national law, some food products might also need to show specific warnings referring, for example, to ingredients not recommended for consumption by children (such as caffeine) Labelling 32 Mandatory information must be printed using a font with a minimum x-height of 1.2 millimetres 1.2.2 Adjust Packaging The product's packaging is almost the same as the packaging used in the Vietnamese market, with some changes as follows: • All packaging contents are translated into Polish • Supplement nutritional value table • Add the name of the exporter and distributor • Add information about ingredients that may cause allergies (eg soy) to products containing this ingredient • Addition of Product of Vietnam certification To summarize, the packaging of a Dh Foods product in the Polish market will have an appearance as follow: 33 Price 2.1 Factors influencing international pricing decisions Firm-level factors - Marketing objectives: Dh Foods aims to develop the market and attract the Vietnamese community in the initial period of exporting to the Polish market Dh Foods may accept to sell products at a lower price to attract buyers - Country of origin: Although food products of Vietnamese origin have appeared quite a lot in Europe, most consumers are not aware of the difference between Vietnamese products and products from other countries Some other consumers are aware of the origin of the products, but in fact Vietnam is not a guarantee of high quality products, like what Japan or America are Product factors Stage in PLC: Introduction Product positioning: Convenience product We suggest Dh Foods should set a reasonable price Environment factors Economic conditions: Based on previous analysis, Poland is classified as a country with an upper middle income and a stable economy Government Regulations and Taxes: As analyzed in the above section, the tax rate for this product is currently at relatively 37% Market factors Nature of competition:The level of competition in the spice industry, especially Asian spices in Poland today is not great However, there are still a number of international brands with a variety of products and a certain loyal customer base Price sensitivity: This is a convenience product, and targets a diverse range of customers with different income levels The company should set a suitable price to reach its customers 2.2.Price of Dh Foods’ product in other European markets & Price of similar products from competitors Currently, Dh Foods products are being sold in the German, French, Dutch and UK markets at the following prices: Market Price France, Germany & Netherlands 2.3 Euros The UK 1.50 Pounds ≈ 1.72 Euros Thus, for markets within the EU, the product is being sold at a price of 2.3 Euros for a 200g product 34 Featured products from other brands are sold at the following prices: Product and Brand Price Equivalent price to 200g Maggi Seasoning Sauce 250g 3.43 Euros 2.744 Euros Knorr Schaschlik Sauce spicy sauce 250g 2.92 Euros 2.336 Euros KAMIS Crispy Classic Chicken 90g 2.47 Euros 6.08 Euros After being converted to the corresponding 200g, sauce products from competing brands are being sold at prices ranging from 2.33 to 6.08 Euros From the two tables above, it can be seen that the price of 2.3 Euros is reasonable for products sold in the Polish market This price is in balance with other markets in Europe, and is still lower than prices from competitors in the Polish market 2.3 Pricing Strategies In the first phrase of bringing products to Poland (July/2024 to June/2025), our team believes that Dh Foods should use a market penetration pricing strategy, accompanied by psychological pricing, to attract the first number of customers and develop the market, as well as making the product a familiar name to consumers, especially target customers The suggested price here is 1.99 Euros, still higher than the price sold in the UK, ensuring profits for the company In phase 2, the last months of 2025, the selling price will increase from 1.99 euros to 2.3 euros This selling price will be equal to the price of the French market Despite increasing the selling price, this price is still cheaper than most of DH Foods' competitors, so it does not have much impact on price-sensitive customers At this stage, the company uses a market pricing strategy, offering prices nearly equal to competitors when it has enough brand recognition with customers and has passed the stage of getting acquainted with the market Increasing prices will help the company have more profit to maintain the business and increase budget for other expenses Place 3.1.Factors influencing channel width Factors influencing channel width Product type: Convenience products Product life cycle stage: New products Product Price: Low-price products Brand loyalty: Brand-preferred products Purchase frequency: Frequently purchased products - 35 - Selling requirement: Self-service products - Technical complexity: Non-technical product - Service requirements: Limited-service products The above product characteristics all suggest that Dh Foods should use intensity distribution In addition, the team also uses multiple channel strategies to maximize the number of customers accessing the product 3.2 Retail channels in Poland Food products, especially Asian foods in Poland, are often distributed through the following channels: • Supermarket: Kaufland, the largest hypermarket chain in Poland, has 231 stores Further positions are Auchan (111 outlets), Carrefour (90 hypermarkets) and E Leclerc (45 outlets) Our team proposed to bring products into these four supermarket chains, especially Carrefour, because this is a large supermarket chain in Europe, and Dh Foods products are already present in this supermarket system in France • Asian store • Ecommerce: Some popular e-commerce platforms in Poland include the following: • allegro: allegro is a brand that does not need to be introduced to anyone - the largest and most recognized e-commerce platform in Poland, which is chosen by 89% of marketplace customers (Santander, 2023) • OLX: OLX is a global brand that operates in more than 40 countries, and in Poland since April 2014 OLX is the second most popular trading platform in Poland, where 41% of marketplace users shop (Sandander, 2023) • WooCommerce: With its flexibility and access to hundreds of free and paid extensions, WooCommerce now powers 30% of all online stores in the world, this platform is also a leader on the Polish market Our team intends to bring products to the Polish market through the above channels Promotion 4.1.Factors affecting promotion activities Economic differences Poland is ranked as one of the high-income countries in the world The majority of the Polish population can easily access information through newspapers, social networks and outdoor advertising Sociocultural differences As mentioned in the above section, the majority of the Polish population has access to education at the university level or higher This means that this is a well-educated country In addition, the lifestyle of Poles, as well as Europeans in general, is somewhat more independent than the lifestyle of Vietnamese people 36 For the above reasons, Dh Foods will not focus on building viral communication campaigns on social networks but will use other forms more In particular, to target Vietnamese customers, Dh Foods will participate in fairs organized by the Vietnamese community in Poland 4.2 Communication tools Dh Foods' products belong to convenience products, so the company will mainly use oneway communication, including: • Advertising: • Newspaper • Radio • Outdoor advertising: Use billboards at subway stations, highways,…, • Publics relation: • The fair will be hosted in Warsaw, Poland's capital: • The event will be held on the occasion of the Lunar New Year and is intended for Vietnamese expatriates who live and work in Poland • Among the primary events at the fair will be an arts program featuring traditional Vietnamese performances during Tet • The second main activity will be a more special bonding activity in which abroad Vietnamese and DH Foods will collaborate on a culinary program to prepare traditional Tet dishes, with the sources of ingredients and products accessible from DH Foods • The fair will be open to the public, and no entry tickets will be collected from attendees • DH Foods will exhibit at Warsaw FoodExpo, a prominent international culinary event in Poland and throughout Europe Every year in May, the fair will be hosted Warsaw FoodExpo is a fair held in Poland in May, and it is also a good time and event for DH Foods to participate and promote its products to a wider audience both nationally and globally • Celebrity endorsement: Dh foods will cooperate with Ola Nguyen, champion of Polish master chef season 7, to introduce Vietnamese culture and cuisine, as well as promote products • Sales promotion: Selling sauce combinations at lower prices 37 Marketing Mix Plan The goal of our plan is to bring the product to supermarkets, Asian stores and online sales platforms in the cities we have selected, and make adjustments to suit the feedback market response Product Third quarter/ 2024 Fourth quarter/ 2024 Price Place Promotion Exporting types of products: Kumquat sauce, Red peppercorn steak sauce, Honey barbecue sauce, Sweet & Sour tamarind sauce, Nha Trang lemon green-chili sauce Bringing products into supermarkets (Kaufland, Auchan, Carrefour, E Leclerc) and Asian stores in the city centre of Poland Warsaw and Kraków • Selling sauce combinations at lower prices will be more appealing than purchasing them separately • Advertise extensively on TV, radio, and on highways/subway systems • POSM: At the supermarket, a booth shows products and samples • Continue to export types of products in the third quarter of 2024 • Observe the market's product reception and export more types of products: Black Pepper Sauce, Nha Trang lemon pink-chili sauce, and Salted Egg Steak Sauce • Continue to bring products to supermarket s (Kaufland, Auchan, Carrefour, E Leclerc) and Asian stores in the cities of Łódź • Create an official store and bring products to the Allegro, OLX and WooComme rce ecommerce platforms • Collaborate with Vietnamese restaurants and place products on the dining table to improve brand awareness • Selling sauce combinations • Maintain TV, radio, and out-of-home advertising on highways and subway networks • POSM: At the supermarket, a booth shows products and samples Use market penetration pricing strategies to gain 38 • Continue to export types of First quarter/ 2025 products in the fourth quarter of 2024 • Observe the market's product reception, supervise sales activities and export more types of products: BBQ marinating sauce, Nha Trang passion chili sauce market share and compete Poles have pricesensitive purchasing behaviour, so having a penetration pricing strategy in the first year will help the product easily reach as many new customers as possible Proposing DH Foods to set a price of 1.99 Euro for a sauce product • Continue to bring products into supermarket s, Asian stores in Wrocław and Poznań cities • Continue to bring products to the Allegro, OLX and WooComme rce ecommerce platforms • TV commercials can be shown on television • Collaboration with culinary programs • Selling sauce combinations • Collaboration with well-known Polish chefs • POSM: At the supermarket, a booth shows products and samples • Maintain TV, radio, and out-of-home advertising on highways and subway networks • Event to celebrate Vietnamese New Year with people from other countries Vietnamese in Poland = brand promotion 39 Second quarter/ 2025 • Continue to export 10 types of products in the first quarter of 2025 • Observe the market's product reception, supervise sales Consider adjusting the product packaging and consider keeping/ eliminating types of products that have been exported for months Last months of 2025 • Continue to export 10 types of products in the second quarter of 2025 • Observe the market's product reception, supervise sales activities • Consider adjusting the product packaging and consider keeping/ eliminating types of products that have been exported for months Use market pricing strategy DH Foods will increase the price from 1.99 Euro to 2.3 Euro • Observe and monitor business activities at places that have distributed products • Maintain stable ecommerce platforms • Attends food and culinary fairs • Maintain out-of-home advertising on highways and subway networks • POSM: At the supermarket, a booth shows products and samples • Observe and monitor business activities at places that have distributed products • Maintain stable ecommerce platforms • Maintain out-of-home advertising on highways and subway networks 40 CHAPTER VI BUDGET & CONTROL International Marketing Budget No Cost Activities Variable Cost Cost of producing packaging stickers for products 7.000.000 VND Sales Cost Commissions for agents Discount for agents is 5% Consumer Marketing Cost Details Unit Total OOH Poster and banner on buses and subway networks 30 200.000.000 VND POSM Booths to showcase product and sample for customers to try 100.000.000 VND PR Articles Advertise extensively on TV, radio, newspaper, 100.000.000 VND Celebrities Chef, Influencers 80.000.000 VND 41 Sale Promotion Discount when buying combination instead of separate product Food Fair Booth for attending food and culinary fairs Trade Marketing Event 100.000.000 VND 150.000.000 VND Place 50.000.000 VND Infrastructure 100.000.000 VND Technical costs: screen, lights, 50.000.000 VND Personnel include MCs, performers, chefs, event personnel, and so on 100.000.000 VND Food fair 50.000.000 VND Gifts 20.000.000 VND Media 30.000.000 VND 42 25.000.000 VND Cost incurred 962.000.000 VND Total Marketing Control There are some criteria that Dh Foods uses to measure and evaluate the effectiveness of trade activities of Sauce speciality and Chili sauce product lines when export to Poland: • Sales and revenue • Market share • Customer Feedback and Satisfaction • Advertising and Promotion Strategies • Distribution Channels • Brand Awareness Here are the control chart: Activity Performed by Date/Frequency Monitor Sales and Revenue Sale Manager Monthly/Quarterly Track Brand Awareness Marketing Manager Annually Analyze customer feedback and satisfaction Marketing Manager Monthly/Quarterly Monitor Distribution Channels Marketing Manager Monthly/Quarterly Review Advertising and Promotion Strategies Marketing Manager Quarterly Take corrective action Marketing Manager As necessary 43 CONCLUSION From the analysis of Dh Foods' internal company and domestic environment, we conclude that the present time is the ideal time for Dh Foods to continue bringing products to new foreign markets Through IMS steps and comparisons between possible markets, it can be seen that Poland is currently the best market for export activities The plans proposed by the team are based on a thorough analysis of the environment in the host country, including analysis of the demographic, sociocultural, economic and political environment The team also provides a description of target customers in this market, thereby proposing appropriate measures to reach them The strategies have been carefully devised, and partly ensure the feasibility of the plan However, it should be noted that the success of this plan will depend on changes in the environment and the company's response to those changes 44 REFERENCES Dh Foods https://dhfoods.com.vn/ Sản phẩm Dh Foods lên kệ siêu thị Pháp https://vnexpress.net/san-pham-cuadh-foods-len-ke-sieu-thi-tai-phap-4606887.html [WOWTIMES - Niên lịch & Thành tựu Việt Nam 2022] DH Foods - 10 năm hành trình đưa Gia vị Việt vươn giới https://firstvietnam.vn/tin-tuc/nien-lich/wowtimesnien-lich-thanh-tuu-viet-nam-2022-dh-foods-10-nam-hanh-trinh-dua-gia-vi-viet-vuonra-the-gioi Giới thiệu thương hiệu DH Foods dòng sản phẩm DH Foods https:// www.bachhoaxanh.com/kinh-nghiem-hay/gioi-thieu-thuong-hieu-dh-foods-cac-dongsan-pham-cua-dh-foods-1272999 Guide to export in Vietnam in 2020 https://www.viettonkinconsulting.com/general/ guide-to-export-in-vietnam-in-2020/#:~:text=Vietnam still maintains several forms,export rewards Tổng hợp FTA Việt Nam tính đến tháng 08/2023 https://trungtamwto.vn/ thong-ke/12065-tong-hop-cac-fta-cua-viet-nam-tinh-den-thang-112018 Sauces & Spices - Poland https://www.statista.com/outlook/cmo/food/sauces-spices/ poland Political stability - Country rankings https://www.theglobaleconomy.com/rankings/ wb_political_stability/ General Food Law https://food.ec.europa.eu/horizontal-topics/general-food-law_en 10 Việt Nam - EU (EVFTA) https://trungtamwto.vn/fta/199-viet-nam eu-evfta/1 11 Mooijer Volendam https://www.mooijer.nl/ 45 MEMBER CONTRIBUTION Member ID Contribution Trần Ánh Dương 11211643 Nguyễn Hương Trà 11215696 Đỗ Thu Huyền 11212674 Hoàng Khánh Linh 11213145 Nguyễn Võ Kim Thịnh 11215517 Lục Minh Hạnh 11212104 46