group assignment topic making a marketing plan for eco tropical region co lt

If from the beginning, we don''''t focus on food hygiene and safety, Vietnamese agricultural products cannot even be consumed immediately in the domestic market, nor can we compete with imp

GROUP ASSIGNMENT

TOPIC: Making a marketing plan for

Eco Tropical Region Co Ltd

2 Tran Ngoc Quynh Nhi

3 Nguyen Truong Quynh Nhu

4 Nguyen Thi Bich Ngoc

5 Nguyen Hoang Lam

6 Ta Thi Bich Diem

2.2 For domestic circulation

3 Establish a Marketing plan

3.1 Define the target customer

3.1.1 Potential customer

3.1.2 Do the research and define target market size

3.2 Product development

3.2.1 Increase product value

3.2.2 Upgrade trial version

3.2.3 Create new and diversified products 3.2.4 Find market

3.6.2 SEM (Search Engine Marketing)

3.6.3 SEO (Search Engine Optimization) 3.6.4 Paid Advertising (PPC)

3.6.5 Social Media Marketing (SMM)

1 Provide market analysis and solution using SWOT - PEST Model or define marketing environment

The application of high technology according to the concentrated scale of the tropical company ECO helps to strengthen the research, application and transfer of advanced technologies, improving the quality of key products of the province along the price chain The value associated with building, developing and protecting brands, meeting domestic market demands and aiming for export, creating goods and services with high productivity, quality and competitiveness&

For the domestic market, when people's income and awareness increase, green and clean products will be favored If from the beginning, we don't focus on food hygiene and safety, Vietnamese agricultural products cannot even be consumed immediately in the domestic market, nor can we compete with imported products that have flooded in from the country tax cut advantage

The agricultural products of the company's tropical agricultural products need to ensure that during the farming process, no pesticides or growth stimulants are used However, without the use of preservatives, during export transportation, the freshness of the product will not

be maintained, which will also damage a part of the company's profits, the number of products, as well as the quality, will be affected does not meet customer needs

1.3 Opportunities:

The European market is a market that needs to import a large number of goods, especially agricultural products from countries from all over the world, with Vietnam

According to statistics of the General Department of Customs, the total export turnover

of Vietnamese agricultural products (including coffee, cashew nuts, rubber, vegetables, rice, tea) to the EU market in 2021 within 11 months will reach 2 $2.2 billion and growing

up 10.1% over the same period in 2020 To achieve this result, the EU is one of the largest export markets for Vietnam's agricultural products Regarding the structure of export goods, the most important proportion of Vietnam's main export products is calculated as follows: coffee (approximately 42.2% of total exports to the EU market), beans cashew (33%), rubber (7.9%), vegetables (7.8%), rice (1.7%) and tea (only 0.1%) Although the export market was adversely affected by the pandemic, the export turnover of Vietnamese agricultural products grew positively or decreased slightly in the following countries: Germany (28.8%), the Netherlands (22.5%), Italy (12.8%), Spain (9%), France (6.4%), However, other markets are considered smaller but have export potentials such as Finland (up 198%), Hungary (up 86.9%), Czech Republic (up 49.2%),&

According to statistics by Vietnam's Ministry of Industry and Trade, this market has imported more than 160 billion USD of agricultural products, of which Vietnam accounts for 4%

Existing in a large market with high income, Vietnam's agriculture is gradually reaching out to the big sea to compete with other markets in the world such as the US, UK, Thailand,

In addition, for Vietnam - a member of the Vietnam - European Union Free Trade Agreement (EVFTA), it is an opportunity for Vietnamese agricultural products to connect more deeply into the big market Being a member of EVFTA is an advantage, we can develop the potential of the agricultural industry in general and agricultural products in particular

The EU market is a real potential market for our goods and Vietnam is rising and developing rapidly with a large number of goods exported there

The technology of European countries is very modern, especially agricultural products processing machinery At that time, if Vietnamese agricultural products can survive for a long time in this environment, it will improve the problems that the agricultural industry is weak in the product value chain

Improving the management efficiency of the agricultural sector The cooperation between Vietnam and the EU will be able to promote the relationship between the countries in the fields, especially in the fields of science, technology, and human resources

According to VNEconomy, when it comes to trade in agricultural products, currently, Vietnam

is exporting to the EU market about 5.5 billion USD/year, accounting for 15% of the total value

of Vietnam's agricultural exports In terms of the EU's agricultural import market, we only account for 4% of the total value of USD 160 billion/year of USD This is the potential we can tap into

In addition, after 2 months of joining the EVFTA Agreement (effective from August 1, 2020), agricultural exports to the EU market in August and September increased by 15-17% compared to July This is a sign It is a good sign that Vietnamese agricultural products are gradually gaining a position in the EU market

In 2021, due to being heavily affected by the COVID-19 epidemic, Vietnamese goods will encounter a "traffic jam" when they cannot be exported to other countries, typically China However, in the period of 2022-2025, Vietnam will receive many new opportunities, export opportunities to other countries, especially countries such as the US, Japan, etc

Vietnam is considered as a country with good supply capacity for this market In 2021, the total trade turnover between Japan and Vietnam will reach 42.7 billion USD, up 7.8% compared to 2020 The export turnover of agricultural and aquatic products of Vietnam

to Japan will reach 1.8 billion USD, down slightly by 0.5% Although seafood decreased

by 7.4%, other products all grew well, especially coffee (up 25.5%), vegetables (up 20%), Some Vietnamese fruits Nam also captures many selected markets such as dragon fruit, coconut,

The opportunity to bring Vietnamese agricultural products to other markets is larger, especially demanding markets like the EU market, which is not easy to achieve Joining the EVFTA is a promising idea to help Vietnam develop positively and achieve proud results Therefore, Vietnam should not stop, the government needs to seize these opportunities to develop the agricultural sector through the efforts of many people Furthermore, our products need to be improved to ensure high-quality characteristics

so that we can forge closer links with customers not only in the domestic market but also abroad Or even, we may use social platforms to support and advertise our product brands to attract more attention

1.3 Challenge:

Besides the wide opportunities for agricultural products, there are still challenges and strict

requirements from foreign markets One of the long-standing limitations of the agricultural industry is what they sell without focusing on research and understanding roughly what the market needs In the EU market, due to the lack of information on the market, many agricultural products offered for sale have not yet attracted partners, especially the quality, design, and safety requirements Vietnamese trade counselor Nguyen Duc Thanh in Italy said that Vietnamese businesses need to meet customer tastes and packaging, food safety standards, labor &

It is known that the EU is one of the most important and stable trade partners of Vietnam, accounting for a large proportion of exports after the US However, when looking at reality, Vietnamese agricultural products are facing sad situations and need to be overcome According to Mr Le Minh Hoan - Minister of Agriculture and Rural Development, during his visit to and working in European countries, he noticed that Vietnamese agricultural products sold in these markets were not much, most of sold here are mainly for people of Asian origin such as Thailand, Vietnam, China, etc There are even famous items such as dragon fruit, lychee, which are sold mainly in Asian markets are not present in the usual supermarkets to reach the majority of indigenous people in Europe

In the past years, with the Government's efforts to promote agricultural exports, the output of Vietnamese agricultural products through enterprises has increased but not significantly, entering the European market is not easy because it is difficult to penetrate the European market achieve certificates and quality criteria according to the strict requirements of the market

A sad fact, although some products are imported and processed in Vietnam when appearing

on store shelves in the EU, they carry other brands Therefore, this will deeply affect the local people here, making them not impressed with Vietnamese products

For agricultural products, especially perishable fruits, if not carefully preserved and promptly transported, it can easily lead to contract cancellation or worse, to compensate the other party for the contract money partner

There are cases when goods are congested at border areas, not only can the airlines not reach businesses, but the quantity of goods is also pushed up Therefore, most of the damage

is in favor of Vietnamese exporters

It can be seen that market demand is an important factor to calculate the production and processing planning of agricultural products, especially for a large and high-quality market like the EU Because of borrowing, manufacturing enterprises need to be flexible and adapt quickly It is not enough to come from the efforts of enterprises, but also requires the contribution of tens of millions of farmers across the country in implementing production processes, applying standard processes such as Global GAP or VietGAP, promoting the application of science and technology to ensure product quality from the very beginning

Localities actively organize conferences to provide information for businesses, manufacturers and people to proactively have appropriate plans for production, harvesting, preservation, packaging, transportation and consumption effective

The People's Committees of the provinces and cities that produce agricultural products shall coordinate with the Ministries of Industry and Trade, Agriculture and Rural Development to advise people and enterprises to produce according to market demand, ensuring compliance with regulations process, regulations and standards of the import market from production, harvesting, preliminary processing, transportation, and traceability to shift sharply to official export of agricultural products

The Ministry of Agriculture and Rural Development shall assume the prime responsibility for, and coordinate with relevant agencies in, speeding up negotiations on quality management in order to increase the number of fruits officially exported to the Chinese market negotiating a protocol with China to reduce the rate of Vietnamese agricultural products subject to inspection when exporting to China

Activities of temporary import for re-export and transit of goods comply with current regulations and international commitments, ensuring close supervision, preventing commercial exploitation and fraud

The northern border localities focus on investing in infrastructure, facilities, warehouses, arranging places for gathering goods and vehicles not too close to the border gate to limit congestion, control, and quarantine from the border far

In the period of 2022-2025, it is known that the economy is still affected by the COVID-19 epidemic, so packaging and using canned goods will continue to be a popular trend, so businesses should focus on this segmentation to ensure and facilitate the transportation process and enhance product value

2 Identify the BUs and target markets where the product is consumed Students need

to identify each product category to allocate sales (by season or by type of fruit to export to a particular market)

1 The product categories are divided into 2 main BUs as follows:

ï The fruits will be exported to Europe, Asia (Type A):

- IDO longan, Rambutan longan, Thai, banana, papaya

- Vinh Kim breast milk, Hoa Loc sand mango, RI6 durian

2.1 Why choose these fruits for export?

=> Through reports and articles on the internet, we can see that the above-mentioned fruits are all types that have been exported to foreign countries and brought a large amount of revenue to Vietnam and they have been and are being been exported to foreign markets such as Australia and the US - relatively difficult markets that we have overcome to export also proves to some extent the quality and brand of tropical fruit that has been built in the world international arena There is something we need to pay special attention to, we will have to export the above fruits according to the season to increase the scarcity, plus buying in the right season will make it possible to buy at

a better price, more Exporting associations go in higher volumes, maximizing the revenue generated At the same time create a long-term sustainable relationship with our suppliers We will target the market where it is scarce and untapped in that market the most Like RI6 durian, we will focus on exporting to Japan, the reason for not exporting to markets like Indonesia, Thailand, Malaysia is because they may have better durians than ours, exporting Such an export not only does not bring profits but on the contrary also causes us to have a capital deficit and lose the initial revenue For Hoa Loc Sand Mango, the United States is a place that requires high quality and strict censorship, to be exported here is already very difficult, but this product is approved, also proves

to be a good product The thing is that this is a high-quality product and can thrive in the European market: Germany, France, Russia One more thing Breast milk - A strange fruit that few European and Asian countries can produce A unique tree will make a mark on our brand when exporting to foreign markets and the demand for exotic fruits from European countries is also quite large, so the potential for this fruit is not small at all

ï Products for domestic circulation (Class B)

- Honey, Grapefruit green skin Ben Tre

- An Phuoc plum, Queen guava, Mexican Sapo,

2.2 Why choose these fruits for domestic circulation?

=> We see that the whole country now has more than 300,000 hectares of fruit production In recent years, with the achievements of the fruit processing and export industry, the Ministry of Agriculture and Rural Development has worked with localities to produce fruit according to VietGap standards and other standards to supply fruits and vegetables for the market The fact that we not only export fruit but also supply fruit to the market is to ensure the stability of the domestic market When we stabilize the domestic market, it will be the basis for export

Many economic experts said that domestic fruits are uniform in quality, well managed in terms of food safety and hygiene, and there will be no choice Businesses are easier in purchasing Moreover, if domestic consumers can use high-quality fruits, it will create a great reputation in the international market

Pham Chi Lan, an economic expert, said that in a chain of links, businesses are not just buying and selling units This is the bridge to sow the quality "brand" to the markets With high-quality products, which are strongly consumed in the domestic market, it will be a prestigious foundation when products are exported

The fruit production and processing industry is not an exception to this rule Processing plants need clean raw materials Mr Pham Ngo Quoc Thang, Chairman of the Board of Directors of Lavifood Joint Stock Company, said that in addition to supplying the domestic market, Lavifood's processed fruit products will be exported to fastidious markets such as the US and Europe u, Japan, Australia, Korea Therefore, localities producing clean fruit raw materials are the "background bricks" for clean processed products Every fruit processing and exporting enterprise needs a large raw material area It is estimated that Lavifood is in need of a clean fruit material area of about 100 hectares to serve the capacity of the factory The fruit industry wants to meet fastidious markets such as the US, Europe, Korea, Japan , the domestic market itself must be a difficult market to verify product quality

The reason that we are going to supply the domestic market with the above listed fruits in the country to maximize the revenue we earn, we are going to provide fruits that are easy to grow in one region for a where it is difficult to grow that type, supply according to each season and type,

or have high consumption potential such as:

+ An Phuoc plum (fruits once every 2 months and is usually produced in Ben Tre) and some provinces in the Mekong Delta, we will expand consumption in Ho Chi Minh City because this is a market that currently consumes quite large quantities

+ Queen Guava (fruiting time is 3-6 months, often grown in the northern mountainous and midland provinces), we will expand the consumption market in the plains and in the southern provinces

Mexican Sapo usually bears fruit all year round and produces in Tien Giang, so we will distribute and consume in the northern and midland provinces We will focus on developing Mexican Sapo and Queen Guava to create the most favorable conditions to bring it to the international market as soon as possible

The suppliers will be the fruit granaries, the people who export retail goods to each business but remember to choose the suppliers with the standards of cleanliness and quality because it is the foundation to be able to export go to other markets if domestic products have enough weight for foreign markets We will supply to supermarket chains in Vietnam: E-mart, Big-C, Retail fruit sellers at the market or at home There is a reason why honey and green-skinned pomelos in Ben Tre do not export to foreign countries anymore because honey - although Vietnam's honey export output stands at a high position, the price of Vietnam's honey only reaches 1.22 Euro/kg - the lowest price for export honey products The honey product with the highest price belongs to New Zealand with 23.25 Euro/kg When exporting at such a low price, it will not bring much profit to the company, but on the contrary, it may cause loss In addition, the main market for bee products in the US and European countries and Japan These are fastidious markets, demanding high-quality honey With our current breeding capabilities and technology, we cannot meet that high quality Scientific research on bee breeds is still limited, in some places, beekeepers often create their own queen bees to replace the old queen bees Through the above inadequacies, we can see that if they want to export to Vietnam it takes time to develop technology, cultivate knowledge to scale

up Along with that, strictly manage the origin of Vietnamese honey; Technical training for beekeepers, branding for Vietnamese honey can be exported, so honey is listed in domestic circulation As for Ben Tre green-skinned pomelo - At first, China was a potential market for the export of green-skinned pomelos, but after the pandemic and price pressures and limited the number of containers passing through the border gate (80 pieces/time) The price of pomelo has plummeted without stopping, the loss of revenue is huge, so we should not export green-skinned pomelo anymore, but should circulate it domestically to make a profit

3 Establish a Marketing plan by defining target customers, product development, distribution channel, and necessary supplier partners Plan budget, promotional channels, and promotional programs

Marketing plan:

3.1 Defining target customers:

3.1.1 Potential customer: The main objective of Nong San Mien Nhiet noi Eco is to

export fruits to European and Asian countries Therefore, our potential customer is:

- Markets in Europe that need importing fruits that they are not able to plant:

+ MEGA Family Shopping Centre, Khimki, Rusia

+ Schwarz - Gruppe, Germany

+ Interior: Big C SuperMarket, AEON

+ International: Marko (Thailand); Seiyu Group (Japanese); BigC (Thailand, Laos); AEON (Chinese, Cambodia, Indonesia)

3.1.2 Do the research and define target market size

+ Do target market research:

Survey: Do the survey in the supermarket in Europe and Asia after letting the customer use the trial version of our product Use email, or web surveys like Zoomerang or SurveyMonkey, the survey is from people in other countries, they are asked about their opinions when they think of Vietnamese Fruits

Focus on a certain group of people: Get feedback from a small group of consumers that match the customer profile that the company is targeting

+ Define the size of market research:

Vietnamese fruit is now present in 60 countries around the world, with an average growth rate

of 15%/year To be able to maintain this growth, the whole industry has set a target to export

a variety of fruit products, instead of just exporting fresh fruits with a short shelf life as at present

According to statistics of the Department of Crop Production (Ministry of Agriculture and Rural Development), among fruits exported to the world market, dragon fruit accounts for more than 50% of export value

3.2 Product development:

3.2.1 Increase product value:

- Increased security and reliability by tightening the process of controlling the amount of fruit before it is released to the market to see if it matches the requirements set out previously

- Increase efforts in customer service, assist customers with problems with their products, and quickly find a reasonable explanation to keep them

- Consider with customers the importance of fresh fruit, increase the value of fruit by popularizing the great benefits that fruit brings to users through advertising at supermarkets, on posters,&

3.2.2 Upgrade trial version: Let customers try the fresh, clean and quality fruits that

Eco Tropical Agricultural Products Company provides to help increase the persuasion from customers

3.2.3 Create new and diversified products: The diversification of products, especially fruit, helps customers have more choices, in accordance with the tastes and preferences of customers

3.2.4 Find market: Finding the right market helps Eco company more easily reach potential customers; helps marketing messages reach the right customers, making marketing tactics the most effective;

3.3 Distribution channel:

There are two ways to distribute: first is the direct distribution channel, second is an indirect distribution channel Company Nong San Mien Nhiet noi Eco would be most appropriate to use an indirect distribution channel - a modern distribution channel This is the channel that Eco Tropics Company and the distributor will combine into one The goods after being produced will be distributed directly from the unit to consumers, the company should use this channel because