The best possible market entry mode for Ananas...33 Trang 4 CHAPTER 5: Recommendations and conclusion...401.. The greatest option forAnanas''''s entry into the Japanese market is an EMC in
FOREIGN TRADE UNIVERSITY SCHOOL OF ECONOMICS AND INTERNATIONAL BUSINESS -*** GROUP ASSIGNMENT Course: International Marketing INTERNATIONAL MARKETING SCREENING AND MARKETING STRATEGIES OF ANANAS VIETNAM Class: MKTE401 (HK1-2324) 1.3 Tutor: Prof Pham Thi Minh Chau Group: Ha Noi, October 2023 GROUP MEMBERS STT Name Student’s ID Task division Nguyễn Mai Anh 2212570004 Executive summary Chapter Đỗ Thùy Trang 2212570046 Chapter Nguyễn Thị Ngọc Anh 2214570007 Chapter Phạm Quỳnh Chi 2212570011 Leader Chapter Lương Đức Mạnh 2213570028 Chapter Nguyễn Minh Anh 2213570005 Chapter Lê Thị Tuyết Nhung 2213570037 Chapter Lương Kiều My 2212570029 Chapter LIST OF CONTENT LIST OF CONTENT LIST OF TABLES LIST OF FIGURES EXECUTIVE SUMMARY CHAPTER 1: A brief background from Ananas Vietnam Introduction about Ananas .8 About its products Current situation and the export prospects of Vietnam footwear export CHAPTER 2: Market screening model 10 Preliminary Screening .10 Fine-grained Screening 13 2.1 Market Attractiveness (MA) 13 2.2 Competitive Strength 18 Conclusion 26 CHAPTER 3: Market entry 29 Possible entry mode criteria and their advantages/disadvantages 29 1.1 Factors affecting market entry mode decision 29 1.2 Possible market entry modes 31 The best possible market entry mode for Ananas .33 CHAPTER 4: Marketing tactics 34 Product 34 Price 36 Place: 36 Promotion: 38 Conclusion: 39 CHAPTER 5: Recommendations and conclusion 40 Recommendations: 40 1.1 Selection of Indirect Export Mode (EMC) with Negotiated Terms of Control: 40 1.2 Integration of Customized Designs Rooted in Japanese Culture: 40 1.3 Transition to Direct Export Mode for Long-term Sustainability: 41 Conclusion: 41 REFERENCES 42 LIST OF TABLES Table Global Business Complexity Index Rankings in 2022 - Source: TMF Group Table Country risk ratings June 2023 review - Source: Allianz Trade 10 Table Market Attractiveness of Singapore 14 Table Market Attractiveness of Australia 15 Table Market Attractiveness of Japan 16 Table Relative Competitive Strength of Singapore .21 Table Relative Competitive Strength of Ausrtralia 22 Table Competitive Strength of Japan 23 Table Suggested STP strategy for Ananas in Japan .26 Table 10 Sociocultural distance between Vietnam and Japan – Source: Geert and Gert Jan Hofstede’s site 28 Table 11 Advantages and disadvantages of export modes 30 LIST OF FIGURES Figure Sneaker market by brand shares in Japan - Source: Statista .18 Figure Sneaker market by brand shares in Australia - Source: Statista 18 Figure Sneaker market by brand shares in Singapore - Source: Statista 19 Figure Applied MA-CS Matrix .25 Figure Export mode models 30 Document continues below Discover more from: International Marketing Trường Đại học… 245 documents Go to course 74 EXECUTIVE SUMMARY Snacks in Vietnam(Full Market… International Marketing 100% (4) This study makes suggestions for Ananas's international entry into Japan Japan is TIỂU LUẬN GIỮA suggested as the superior choice over Singapore and Australia inBÀI the report's comparison KỲ growth rate, and big of the three possible markets because of its political stability, high 58 market size Choosing the niche market of youngsters in an aging country, Ananas can International 100% (2) utilize its resources to optimize profits and serve the customers.Marketing The greatest option for Ananas's entry into the Japanese market is an EMC indirect export mode, which is advised Summary about Global Marketing ( A… 75 analysis to comprehend The report suggests Ananas carry out an in-depth International Marketing 100% (2) consumer preferences and market trends to ensure success in the Japanese market The business should carefully choose distribution avenues that complement its unique capabilities VGCC Vin Fast Goes Official This paper concludes by advising Ananas to enter the Global Japanese -market with Cas… a targeted and strategic strategy Ananas can build a strong brandInternational presence in Japan, not 100% (2) Marketingand increase only meet but exceed the expectations of discerning Japanese consumers, its market share in the global footwear market by choosing the best entry strategy and doing careful research Investigative 13 Marketing Report OF… International Marketing 100% (1) International 38 Marketing - EXAM… International Marketing 100% (1) CHAPTER 1: A brief background from Ananas Vietnam Introduction about Ananas Ananas, despite having been established in 2010, experienced a relatively slow start in the Vietnamese market Ananas has more than 20 years of experience as a manufacturer of famous shoe brands (Puma, Reebok, Keds, Burberry, etc.) Later, with the desire to be self-employed, Ananas invested in developing its own products and managed to gain recognition among young consumers in 2017 Registered and legally owned by Hazza Corporation, Ananas is a footwear brand that specializes in providing shoes 100% originating from Vietnam, specifically targeting young people between the ages of 18 and 26 The brand aims to offer shoes that are not only trendy but also allow wearers to express their personalities Their motto, "High quality, High fashion, and Affordable price," reflects their commitment to meeting customer expectations With the message "DiscoverYOU," Ananas encourages individuals to understand themselves and their desires The tagline reminds everyone that whatever you do, you need to understand yourself and know what you want Ananas also embarks on a journey to discover its own brand identity and hopes to position itself as an affordable and highquality shoe brand that is devoted to serving young, dynamic people About its products Ananas specializes in producing vulcanized shoes and sneakers These shoes are similar to popular brands like Converse and Vans Old Skool Ananas differentiates itself with its expertise in Vulcanized sneakers, drawing on 20 years of experience in this field Vulcanized shoes take on a simple shape with rubber soles and minimal design This type of shoe has been lasting for over a century but is still well-known and popular among many types of customers Vulcanized shoes are known for their versatility, making them suitable for everyday wear in various settings, including school, work, social gatherings, or even skateboarding practices The brand focuses on preserving the original attributes of a shoe while still keeping up with current fashion trends, aligning with the lifestyle it represents In addition to the four main shoe lines currently available in stores - Basas, Vintas, Urbas, and Pattas - Ananas also offers other clothing products to complement its footwear range Current situation and the export prospects of Vietnam footwear export According to the Ministry of Industry and Trade, Vietnam holds a significant position in the footwear manufacturing industry Vietnam is currently the 3rd-largest footwear manufacturer in Asia and the 4th-largest in the world Vietnam's footwear export output ranks just behind China's market Vietnam exports over billion pairs of shoes each year to more than 150 markets around the world with key markets in the US, EU, China, Japan, the UK, and others, bringing substantial foreign currency revenues for Vietnam In 2022, the sector grew by more than 30%, with one of the reasons behind this high growth being the effective utilization of free trade agreements (FTAs) such as the Comprehensive and Progressive Agreement for Trans-Pacific Partnership (CPTPP), the EUVietnam Free Trade Agreement (EVFTA) Over the past years, the export of footwear to markets that have FTAs with Vietnam has recorded a growth rate of between 10% and 20% This will be a basis for the entire industry to set an export target of US$27 billion this year