15 Trang 9 Expected poster of Winter Melon Cleanser product poster when entering the Korean market: Trang 10 1 1.. Executive Summary 1.1 Problems Korea is considered a leading country
MINISTRY OF FINANCE UNIVERSITY OF FINANCE - MARKETING Class: CLC_19DMA01 INTERNATIONAL MARKETING PLAN FOR WINTER MELON CLEANSER OF COCOON VIETNAM Subject: INTERNATIONAL MARKETING Course ID: 2031702031302 Group Member: Huỳnh Xuân Như Lê Nguyễn Quỳnh Như Tống Ngọc Hoài Thương Nguyễn Hoàng Trúc Mai Ho Chi Minh City, August 2021 MINISTRY OF FINANCE UNIVERSITY OF FINANCE - MARKETING Class: CLC_19DMA01 INTERNATIONAL MARKETING PLAN FOR WINTER MELON CLEANSER OF COCOON VIETNAM Course ID: 2031702031302 No Student name Student ID Huỳnh Xuân Như 1921001311 1921001345 Lê Nguyễn Quỳnh Như 1921005520 1921001369 Nguyễn Hoàng Trúc Mai Tống Ngọc Hoài Thương Ho Chi Minh City, August 2021 MEMBER'S GROUP WORK ASSESSMENT No STUDENT NAME STUDENT ID CONTRIBUTIONS (%) Huỳnh Xuân Như 1921001311 100% Lê Nguyễn Quỳnh Như 1921005747 100% Nguyễn Hoàng Trúc Mai 1921005520 100% Tống Ngọc Hoài Thương 1921001369 100% i Group: Xuân Như, Quỳnh Như, Trúc Mai, Hoài Thương Course ID: 2031702031302 Total pages: 25 pages Marks Examiner (Sign, write full name) Number Letters Ho Chi Minh City, August, 20th, 2021 Instructor ii TABLE OF CONTENT Executive Summary 1.1 Problems 1.2 Objective Situation Analysis 2.1 Company Analysis 2.2 Home-country constrains 2.2.1 Political .3 2.2.2 Economic 2.2.3 Social .3 2.2.4 Technological 2.3 SWOT Internal Environment of Cocoon 3.1 Market knowledge .5 3.2 Competitive Advantages External Environment of Cocoon 4.1 Competitors 4.2 Political factor 4.3 Economic factor .8 4.4 Social factor .9 4.5 Technology factor 4.6 Others .10 Target Market Description and Entry Mode Selection 10 5.1 Segmetation .10 5.2 Targeting 13 iii 5.3 Positioning .13 International Marketing Goals and Objective 14 6.1 Goals 14 6.2 Objective 15 Marketing Program 15 7.1 Product .15 7.2 Price 18 7.3 Place .19 7.4 Promotion .20 7.4.1 Communication Objective: .20 7.4.2 Main strategy: 21 Action plan and Budget 22 8.1 Action plan .22 8.2 Budget 22 Evaluation, Measurement, Control .23 9.1 Evaluation 23 9.2 Measurement 23 9.3 Control .24 10 List of reference .25 iv Document continues below Discover more fmroamrk:eting management MM20212022 Trường Đại học Tài… 654 documents Go to course [123doc] - de-tai- phan-tich-chien-luoc… 47 100% (50) PHAN TICH Chien LUOC Marketing CỦA PHUC… 98% (58) Chiến lược Nestle Milo 34 marketing 100% (12) management CREATING A MARKETING PLAN FO… 29 marketing 100% (4) management Nguyễn Hoài Nam - e Bay 100% (3) marketing management Cost-of-production of vinamilk company LIST OF PICTURE marketing 100% (2) management Picture 1: Poster of product vi Picture 2: Image of breakdown charts of popular (often used) skin care items Picture 3: Positioning map of cosmetic market in Korea 13 Picture 4: Product design of Cocoon 17 Picture 5: Winter Melon Cleanser of Cocoon 18 LIST OF TABLE Table 1: SWOT analysis .5 Table 2: Segmetation Analysis 12 Table 3: Objective for the first years .15 Table 4: Budget for the first year .23 v Expected poster of Winter Melon Cleanser product poster when entering the Korean market: Picture 1: Poster of product vi Executive Summary 1.1 Problems Korea is considered a leading country in the world of cosmetics market, when people mention to cosmetics, they will immediately think about Korea, this is considered a "fertile" market that any brand Every cosmetic wants to aim for But not all brands have the courage to bring their products to this market Cocoon Original Vietnam, a pioneer and famous vegan cosmetic brand in Vietnam, is confident in bringing Winter Melon Cleanser of Cocoon Vietnam to the Korean market for development Opportunity: Korea is a country that is very fond of beauty, and according to a survey, women here give a lot of priority to using natural cosmetics And Winter Melon Cleanser of Cocoon is the product that meets this requirement If it can stand firmly in Korea, it will certainly bring Cocoon to a new level of value, bring Vietnam's natural cosmetic brand to the world market and create a firm belief for other cosmetic brands in the future want to enter these markets It will also be a solid premise for Cocoon to go to many other countries in the future If the plan fails in Korea, this will be a lesson and an experience to help Cocoon build and adjust its ability to penetrate markets, thereby offering many new directions and good ideas and not give up new market choices in a more appropriate direction 1.2 Objective After one year of operation, the brand awareness of Cocoon and Winter Melon Cleanser of Cocoon has increased in the minds of Koreans Target customers in this market know and understand the Cocoon brand of Vietnam 7-10% increase in new customers every quarter Building relationships with customers in new markets Bringing more product lines to the Korean market