Lương Thị Thúy Kiều 2121000417 Trang 4 EXECUTIVE SUMMARY Bach Coffee is a Vietnamese coffee brand that utilizes modern coffee production technology, carefully selects high-quality coff
THE MINISTRY OF FINANCE UNIVERSITY OF FINANCE – MARKETING FACULTY OF MARKETING FINAL EXAM ASSIGNMENT INTERNATIONAL MARKETING PLAN FOR BACH COFFEE IN THE JAPANESE MARKET Course Name: International Marketing Course Code: 2321702031202 Lecturer: Đặng Huỳnh Phương Class: CLC_21DMA02 Members: 2121003458 2121000324 Nguyễn Thị Cẩm Tiên 2121003822 Nguyễn Hoàng Bảo Trâm 2121000363 Dư Hỷ Vy 2121000417 Trần Nguyễn Bạch Dương Lương Thị Thúy Kiều Ho Chi Minh City, 2023 THE MINISTRY OF FINANCE UNIVERSITY OF FINANCE – MARKETING FACULTY OF MARKETING FINAL EXAM ASSIGNMENT INTERNATIONAL MARKETING PLAN FOR BACH COFFEE IN THE JAPANESE MARKET Course Name: International Marketing Course Code: 2321702031202 Lecturer: Đặng Huỳnh Phương Class: CLC_21DMA02 Members: 2121003458 2121000324 Nguyễn Thị Cẩm Tiên 2121003822 Nguyễn Hoàng Bảo Trâm 2121000363 Dư Hỷ Vy 2121000417 Trần Nguyễn Bạch Dương Lương Thị Thúy Kiều Ho Chi Minh City, 2023 EXECUTIVE SUMMARY Bach Coffee is a Vietnamese coffee brand that utilizes modern coffee production technology, carefully selects high-quality coffee beans, and follows a strict roasting and grinding process to deliver fresh and robust coffee experiences to its customers Bach Coffee is actively expanding its coffee exports to international markets with the aim of introducing the Vietnamese coffee brand to diverse cultures, offering high-quality coffee products with the rich flavors of Vietnam to a global audience Bach Coffee has successfully penetrated the Indonesian market and made a distinct mark there Next, Bach Coffee intends to bring the Vietnamese coffee brand to Japan, one of the largest importers of Vietnamese coffee in the world Japan ranks third globally in annual coffee imports, with Vietnam being the second-largest exporter of coffee to Japan after Brazil The coffee market in Japan is estimated to generate revenues of up to billion USD in 2023, with a projected annual growth rate of 0.39% (CAGR 2023-2028) (Statista,2023) In particular, the soluble coffee product market in Japan is expected to reach billion USD in 2023, with an estimated annual growth rate of 1.11% (CAGR 2023-2028) (Statista,2023) This is considered a highly potential and rapidly developing market, offering significant opportunities for businesses to establish their reputation and presence To promote exports to the Japanese market, experts say that businesses and industries in general and the coffee industry in particular need to research and specifically survey the needs of the marke To achieve these goals, Bach Coffee needs to develop the most suitable and effective marketing strategy To approach and meet the demands of consumers and create an identity in the market, Bach Coffee develops valuable strategies based on product strategy, price strategy, distribution strategy, and promotion strategy I Company overview Introduction of the company Bach Coffee, a Vietnamese coffee brand, was established in 2009, representing modern coffee production technology for discerning individuals who understand and appreciate the specialty coffee offerings of Vietnam Bach Coffee prides itself on the selection of high-quality coffee beans and rigorous roasting to bring customers fresh and rich flavors cups of coffee They source their coffee beans from reputable coffee-producing regions in Vietnam, including Đak Lak, Lam Đong, and Cao Bang, using both Arabica and Robusta coffee bean varieties For Bach Coffee, quality isn't merely "controlled", it is "crafted." It's a daily, repetitive endeavor that involves everyone and is an integral part of every production stage Product line: Powdered coffee – Moc Robusta Ground Coffee, in Instant Coffee, Black Instant Coffee, Coffee filter bag (Paper Filter) Vision and mission • Vision Bach Coffee has become a global coffee brand, delivering the perfect customer experience and contributing to the growth of the coffee industry • Mission Providing high quality coffee products, through the selection of the best coffee beans and the billions of roasting processes Bach Coffee wishes to bring customers not only delicious coffee, but also comfort and professional service At the same time, Bach Coffee also guides eco-community responsibility through taking advantage of natural resources and implementing charity programs in the society III Country selected Brief discussion of the country's relevant historical developments The history of Japan dates back to the Jomon period, around 10.000 BC, when the Japanese primarily relied on hunting, gathering, and pottery Later, around the 3rd century BC, Japan made trade with China and Korea, acquiring elements of their civilizations In the late 19th century, Japan paved the way through exchanges with Western countries through the Meiji renaissance Japan rapidly developed into a superpower, making significant advancements in industry, defense, and military capabilities During World War II, Japan invaded several countries in the Asia-Pacific region However, after being defeated in 1945, Japan went through a period of reconstruction and was placed under the governance of the Allied Powers In March 2011, Japan faced a dual disaster with a devastating earthquake and tsunami, leading to severe hardships for the nation Japan has carried out comprehensive economic reform and recovery With diligence, hard work, advanced scientific and technological capabilities, and abundant resources, Japan's economy has recovered rapidly, solidifying its position as a global economic powerhouse The kanji in Japanese is "origin of the sun", so people are used to calling Japan with the title "Land of the Rising Sun" Regarding the relationship between Japan and Vietnam: it began in the late 16th century when Japanese merchants engaged in trade with Vietnam Vietnam established diplomatic relations with Japan on September 21, 1973 In 1992, Japan officially began providing aid to Vietnam Currently, bilateral relations between Vietnam and Japan are developing strongly in various aspects and have entered a new phase in terms of quantity and depth The relations of friendly cooperation and people-to-people exchanges are constantly strengthening, evolving into a global and trustworthy relationship that continues to advance The National Business Environment Document continues below Discover more fQroumản: trị marketing Trường Đại học Tài… 965 documents Go to course Vinamilk Kênh- phân-phối Word-8-… 85 95% (109) Chiến lược marketing-mix của… 15 95% (39) Case study - Airport Privatization in… Phát triển None nghề nghiệp… Zzzz - du an du lich Phát triển None nghề nghiệp… Group-3- assignment -… 19 Phát triển None nghề nghiệp… Lecture notes, lecture - The… 2.1 People Principle 96% (24) of… Languages: The major language is Japanese (Nihongo) which is spoken by around 99% of the country’s population Religion: Shinto and Buddhism are the two largest religions in Japan In addition, there are some of other religions such as Christianity, Cao Dai, Hinduism, etc Population - population growth rate According to the 2023 statistics, the current Japanese population is 124,998,527 people, accounting for 1.55% of the world's population, the 11th largest population in the world In 2023, Japan's population is expected to decrease by -503,523 people According to estimates, daily change of population rate of Japan in 2023: • 2,229 babies are born every day on average • 4,315 people die on average every day • 706 migrants on average per day The Japanese population will decrease on average -1,380 people per day in 2023 Japan is facing the risk of decline in the population Figure Population of Japan from 1980 to 2022, forecast to 2027 (million people) Source: Japan General Statistics Office Age structure: Japan is a country with a highly aging population, the population under the age of 15 accounts for 13.1%, the population aged 15-64 accounts for 64%, the population aged 64 and over accounts for 22.9% Figure The chart shows the structure of Japan’s population by age group Source: danso.org • Japan's low birth rate The number of children born each year in Japan has dropped dramatically, and the birth rate in Japan is forecast to fall even further • High average life expectancy Life expectancy in Japan is 84.9 years, higher than the average life expectancy of the world population (72 years) Culture uses Japanese coffee In addition, making coffee with filter paper is also considered a feature in the way of enjoying the country of the rising sun The Japanese have a habit of drinking roasted, bold coffee Later, the presence of Espresso coffee shops created a new habit, giving Japanese people the excitement of brewing coffee Vietnam's Robusta coffee beans are very popular in Japan with stable quality, price, and highly appreciated coffee flavor Vietnam's coffee also affirmed its value and position in the Japanese market when it surpassed Brazil, the taste gradually consolidated and became familiar to Japanese consumers Consumer behavior According to statistics from the International Coffee Organization on the category of coffee consumption in countries around the world in 2022, the Japanese market ranks 3rd in terms of consumption of this item Above all, Vietnam is one of the countries with the highest market share of imported coffee in Japan, It can be seen that, with coffee from Vietnam, the Japanese trust and satisfy their pure coffee taste Coffee is a commonly preferred beverage that people can also consume at work For instance, t National Coffee Association (NCAUSA) revealed that coffee consumption among 18-24 year olds about 34% and that about 66% of Americans over 18 consume regular coffee and 28% of coffe drinkers Coffee in this country accounts for coffee outside the home as of January 2022 (Mordo Intelligence, 2022) Picture Percentage of coffee consumers in Japan by age group in 2022 Source: Mordor Intelligence, 2022 In addition, Japanese people's consumption trend towards consumer goods such as coffee has always paid special attention to the health factor guaranteed by Japan's strict regulations on food hygiene and safety, then comes the cost and convenience of the product (Mordor Intelligence, 2022) 2.2 Government Type Although Japan still maintains the Emperor's regime, the Emperor of Japan is only "a symbol of the country of Japan and for the unity of the nation", had no political power, and only performed a role at important Japanese ceremonies as the head of the nation It consists of three branches: legislative, administrative, and judicial, and is based on people's sovereignty It is a unitary country consisting of 47 administrative units Political stability