Among the countries that have signed trade and tariff agreements with Vietnam, The Hoang Hau Dragon Fruit realizes that there are 3 potential markets that should export dragon fruit wine
THE FINANCIAL UNIVERSITY OF FINANCE – MARKETING FACULTY OF MARKETING - - FINAL REPORT INTERNATIONAL MARKETING ID CLASS: 2221702031208 Student implementation Trần Nhất Anh: 2021008408 Nguyễn Thị Khánh Hà: 2021008607 Võ Hà Như: 2021008518 Trương Mỹ Thanh: 2021008546 Huỳnh Lệ Yến: 2021008598 Class: CLC_20DMA08 SUBJECT NAME: MARKETING PLAN FOR NEW PRODUCT DRAGON-FRUIT WINE OF HOANG HAU DRAGON-FRUIT FARM TO ENTER INTO THE AUSTRALIAN MARKET HO CHI MINH CITY, 2022 THE FINANCIAL UNIVERSITY OF FINANCE – MARKETING Faculty of Marketing - - FINAL REPORT INTERNATIONAL MARKETING SUBJECT NAME: MARKETING PLAN FOR NEW PRODUCT DRAGON-FRUIT WINE OF HOANG HAU DRAGON-FRUIT FARM TO ENTER INTO THE AUSTRALIAN MARKET Teacher advisor: Mr Dang Huynh Phuong HO CHI MINH CITY, 2022 TEACHER’S COMMENT ……………………………………………………………………………………………… ……………………………………………………………………………………………… ……………………………………………………………………………………………… ……………………………………………………………………………………………… ……………………………………………………………………………………………… ……………………………………………………………………………………………… ……………………………………………………………………………………………… ……………………………………………………………………………………………… ……………………………………………………………………………………………… ……………………………………………………………………………………………… ……………………………………………………………………………………………… ……………………………………………………………………………………………… ……………………………………………………………………………………………… ……………………………………………………………………………………………… ……………………………………………………………………………………………… SCORES CỘNG HÒA XÃ HỘI CHỦ NGHĨA VIỆT NAM Độc Lập – Tự Do – Hạnh Phúc BIÊN BẢN HỌP ĐÁNH GIÁ MỨC ĐỘ HỒN THÀNH CƠNG VIỆC Thời gian: 19h ngày tháng năm 2022 Hình thức: Họp trực tuyến qua tảng Microsoft Teams Thành viên có mặt: Đầy đủ Thành viên vắng mặt/ Lý do: Khơng có thành viên vắng mặt Chủ trì họp: Trương Mỹ Thanh Thư ký họp: Huỳnh Lệ Yến Kết đánh giá thống tổng hợp sau: STT HỌ VÀ TÊN MSSV MĐHĐ Trần Nhất Anh 2021008408 100% 2021008607 100% Nguyễn Thị Khánh Hà 2021008594 100% 2021008546 100% Võ Hà Như Trương Mỹ Thanh Huỳnh Lệ Yến 2021008598 100% TABLE OF CONTENTS I EXECUTIVE SUMMARY II COMPANY'S MISSION STATEMENT AND A SHORT PROFILE OF THE COMPANY III COUNTRY SELECTED a Brief discussion of the country's relevant historical developments b The Nation Business Environment c Market and Size Potential 12 d Competitive Environment 16 IV ENTRY MODE SELECTION 20 V TARGET MARKET 21 VI ANY CRITICAL EXTERNAL ENVIRONMENT ISSUE NOT COVERED IN THE COUNTRY SELECTION DISCUSSION 22 VII MARKETING OBJECTIVES 25 VIII MARKETING STRATEGIES TO REACH MARKETING OBJECTIVES 25 a Product Strategy 25 b Pricing Strategy 32 c Distribution Strategy 34 d Promotion Strategy 42 IX ACTION PLAN 52 X FINAL RECOMMENDATIONS 53 a Evaluation 53 b Measurement 54 c Control 55 Document continues below Discover more fMroamrk:eting MARKETING K19 Trường Đại học Tài… 999+ documents Go to course Nội dung thuyết trình Vinasoy 18 100% (25) Giải đề Cam 16 Izone team 193 96% (81) Bài thi International MAR - mì Hảo Hảo 39 Marketing 100% (2) 123doc ananas international… 41 Marketing 100% (1) Content Marketing - THE INTERNSHIP… 49 Marketing 100% (8) Tài liệu tự học TA1 - tài liệu người tự… 40 Marketing 88% (8) LIST OF FIGURES Figure 1.1: Export The Queen Dragon- Fruit wine to Australia Figure 3.1: Captain James Cook of the British Royal Army discovered Australia in 17705 Figure 3.2: The Duke of Cornwall and York opened the first federal Parliament in 1990 Figure 3.3: Australia's development today Figure 3.4: Australia's geographical location Figure 3.5: Australia's sex ratio Figure 3.6: Australia's age structure Figure 3.7: Australians prefer to trace the origin from the QR code 11 Figure 3.8: Regulations on food standards when exporting to Australia 12 Figure 3.9: Australia's GDP in the first quarter of 2022 13 Figure 3.10: Port of Melbourne in Australia 15 Figure 3.11: Internet speed situation in countries around the world 15 Figure 3.12: Daily time spent using social media in countries around the world 16 Figure 3.13: Penfolds wine 17 Figure 3.14: Jacob’s Creek wine 18 Figure 3.15: Vodka Cruiser fruit wine 19 Figure 6.1: Number of drinks consumed by Australians on a day they drink alcohol by gender 23 Figure 6.2: Share of premium and non-premium wine drinkers in Australia by age group 24 Figure 6.3: Percentage who would be likely to buy lower alcohol labeled wine 25 Figure 8.1: 10 countries with the highest cancer rates in the world 26 Figure 8.2: Branding of THE QUEEN Dragon-Fruit wine 27 Figure 8.3: QR bar code of THE QUEEN 28 Figure 8.4: Paper Box of THE QUEEN 29 Figure 8.5: Reasons why Vietnamese exports are rejected in Australia 30 Figure 8.6: Hoang Hau dragon fruit farm system meets standards 31 Figure 8.7: Australia's culture of using wine as a gift 32 Figure 8.8: Price of THE QUEEN 34 Figure 8.9: Freight service companies 36 Figure 8.10: Supermarkets and restaurants in Australia 38 Figure 8.11: Coda restaurant 39 Figure 8.12: Hanoi Hannah restaurant 39 Figure 8.13: 14 North 108 East restaurant 40 Figure 8.14: The Vietnam Businessman Association in Australia (VBAA) & Vietnam Business Association in Sydney (VEAS) 41 Figure 8.15: “THE QUEEN” Distribution channels 42 Figure 8.16: “THE QUEEN WINE AUSTRALIA” website with the same interface as the Official website of the company 43 Figure 8.18: ABC News e-newspaper 44 Figure 8.19: The Australian e-newspaper 45 Figure 8.20: Herald Sun e-newspaper 45 Figure 8.21: THE QUEEN dragon fruit wine poster placed at bus stop stations 46 Figure 8.22: THE QUEEN dragon fruit wine poster placed at shopping malls 46 Figure 8.23: Product consultant for consumer at retail counter 49 Figure 8.24: Vivino wine app - the world's largest wine community 50 Figure 8.25: Melbourne food and wine festival 51 Figure 8.26: Popular newspapers in Australia 51 LIST OF TABLES Table 3.1: Commonly spoken languages in Australia 10 Table 5.1: Target Market of THE QUEEN wine 21 Table 8.1: Discount for each import quantity of distributors 47 Table 8.2: Gratitude bonus for each milestone year distributors cooperate with businesses 47 Table 8.3: Corresponding commission for each level of sales of retail intermediaries sold………………………………………………………………………………………………….48