17 Trang 6 ii EXECUTIVE SUMMARY Bach Coffee is a Vietnamese coffee brand that utilizes modern coffee production technology, carefully selects high-quality coffee beans, and follows a s
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 ii MEMBERS AND CONTRIBUTION RATE No Members Student ID Contribution rate 2121003458 20% Nguyễn Thị Cẩm Tiên 2121000324 20% Nguyễn Hoàng Bảo Trâm Dư Hỷ Vy 2121003822 20% Trần Nguyễn Bạch Dương 2121000363 20% Lương Thị Thúy Kiều 2121000417 20% iii LIST OF FIGURES Figure Population of Japan from 1980 to 2022, forecast to 2027 (million people) Figure The chart shows the structure of Japan’s population by age group _4 Figure Percentage of coffee consumers in Japan by age group in 2022 Figure Map of major cities in Japan Figure The chart of Japan's GDP per capita in the period 1960 - 2021 10 Figure Structure of the coffee supply market to Japan (% by volume) 11 Figure Inflation in Japan highest in 41 years 11 Figure Japan was the only G7 country that did not spend more on infrastructure from 1996 – 2019 _12 Figure Coffee market in Japan _ 15 Figure 10 Types of coffee exported to Japan in the first quarter of 2022 16 Figure 11 Bach Coffee logo _20 LIST OF TABLES Table Product lines _22 Table Packaging and classify _23 Table Bach Coffee’s action plan 29 Table Promotion budget _30 Table Measurement 31 Table Control 32 iv CONTENTS EXECUTIVE SUMMARY .ii I Company overview .1 Introduction of the company Vision and mission II Country selected Brief discussion of the country's relevant historical developments 2 The National Business Environment 2.1 People 2.2 Government 2.3 Geography Market and Size Potential 3.1 Economy Competitive Environment 13 Market Summary 15 III Entry mode selection 17 IV Target market 18 V Marketing objective 19 VII Marketing strategies 19 Product 19 Price 24 Distribution 25 Promotion 25 4.1 Advertising 26 4.2 Sale promotion 27 4.3 Public Relations 27 4.4 Action plan 27 4.5 Promotion budget 29 VIII Final recommendations 30 Evaluation 30 Measurement 30 Control 31 REFERENCES 33 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 ii Document continues below Discover more from: Quản trị thương hiệu Trường Đại học Tài -… 103 documents Go to course PHÂN TÍCH THỰC TRẠNG, ĐÁNH GIÁ HIỆU QUẢ VÀ ĐỀ XUẤT GIẢI PHÁP… 82 100% (11) Quản trị thương hiệu phân tích yếu tố thương hiệu mì Hảo Hảo 17 100% (5) The freshman teachers guide final 21 Emerging technology 100% (5) Prokaryote vs Eukaryote Worksheeet Intro to Speech 86% (44) Disbursement Voucher - 100% (2) DISBUSRSEMENT Accountancy Ediwow - ahsfjhgyweiuAFKLALCSJFNUEWAFDFE BS in Social Work 100% (2) 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 Bach Coffee is a young coffee company producing what they are decided to call Vietnamese coffee 'neat' Whereas 'traditional' Vietnamese coffee has oil, sugar, and a touch of salt added during the roasting process to produce a very distinctive caramelly taste, Bach Coffee is roasted with no other ingredients, more of a "western" style of roasting This provides a great alternative for coffee fans who want to enjoy the unique terroir of Vietnamese coffees without the traditional "butter roast" style, and is suitable for vegans 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 Address: 24 Street 16 Him Lam, Quarter 5, Hiep Binh Chanh Ward, Thu Duc District, Ho Chi Minh City 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 II 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 Currently, Japan is a country located in East Asia, on the Pacific Ocean, east of the Sea of Japan, the East China Sea, China, North Korean Peninsula, and the Russian Far East, extending along the Sea of Okhotsk in the north to the East China Sea from the island of Taiwan down south 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 2 The National Business Environment 2.1 People 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 Natural population growth is projected to be negative because the number of children born will be less than the number of deaths to -761,114 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