THE UNIVERSITY OF FINANCE — MARKETING »#>œaLL]s@s&s& Student names: Trần Xuân Anh Trần Võ Kiều My Nguyễn Minh Đức Lê Đỗ Đức An Professor: Đặng Huỳnh Phương Course code: 2321702031205
Trang 3COMMENTS AND ASSESSMENTS OF INTERNATIONAL MARKETING PROFESSOR'S
REPORT
1 General information Class: CLC_21DMA05
Project title: International marketing plan to export TH True Juice Milk Natural Banana to Korea
Professor: Dang Huynh Phuong
Trang 4THANK YOU
sp CO ce
First of all, | would like to thank the management of the University of Finance - Marketing as well as the lecturers in the Faculty of Marketing for giving me the opportunity to study this useful international marketing course
In particular, | would like to express my sincere thanks to instructor Dang Huynh Phuong In the process of studying and understanding this subject, | have received dedicated help and enthusiastic lectures from the teacher
Knowledge is limitless and each person's receptivity to knowledge is limited So in the process of doing the test, | can't help but make mistakes that | shouldn't have | personally look forward to receiving suggestions from the teacher to improve my professional practice outline
| wish you good health and success in your teaching career
Trang 5GUARANTEE
The student group hereby declares that this is their own independent research work under the guidance of lecturer Dang Huynh Phuong The data and content in this report are completely honest Tables and data for analysis are cited by students, collected from reputable sources and presented in the reference section
The student group hereby declares that the international marketing topic “International marketing plan to export TH True Juice Milk Natural Banana to Korea” is an independent and personal article of the student group Students take full responsibility if the topic has errors in honesty and transparency
Trang 6EVALUATE THE PERCENTAGE PARTICIPATING IN THE TOPIC RESEARCH
ASSIGNMENT TABLE
Percent Serial | Student’s name | Student code
participation 1 Tran Xuan Anh 2121012931 100% 2 Lê Đễ Đức An 2121012540 100% 3 Nguyễn Minh Đức | 2121000341 100% 4 Tran Võ Kiểu My | 2121012429 100%
Trang 7TABLE OF CONTENTS
EXECUTIVE SUMMARY - 25: 211 nh nhà nh ueg 1
CHAPTER 1: COMPANY OVERVIEW ch nh Ha HH khu 2 1.1 OVERVIEW INTRODUCTION L L nh nh TH Hà khá 2 1.2 THE HISTORY OF COMPANY'S FOUNDATION cuc nhe 2 1.3 VISION AND MISSION nh HH TH nh na TH kg Hàn 3 1.4 REGISTERED BUSINESS LINES 0 0c nh HH Heo 4 1.5 THE ORGANIZATIONAL STRUCTURE OF THE COMPANY ì.à., 4 1.6 BUSINESS RESULTS OF THE COMPANY L2 vn nh HH ngan 5 1.7 TH TRUE JUICE MILK BANANA PRODUCT OVERVIEW và ieo 6 CHAPTER 2: COUNTRY SELECTED Q.00 11 nh nh nh nh ng kg gan 8
2.1 COUNTRY’S RELEVANT HISTORICAL DEVELOPMENTS 8
2.2 THE NATIONAL BUSINESS ENVIRONMENT nhe 9 AP Aad od — 0) 8) | +1 an 9 VÕ Co ca 0n eắa.a aẶaaa 9 Pr-<ïcC- so on ai ¬ na 10 2.3 MARKET AND SIZE POTENTIAL c0 1 1 1n n1 nh kg hoa 10 2.3.1 ECONOMY ái 10 2.3.2 INfraStrUCtUre 2 ốằea .a 11 2.3.3 Media & Technology ch nh nh nh nh nh nh Hà Hà HH Hà na 11 2.4 COMPETITIVE ENVIRONMENT nh nh hà Hà ha Ha 12 2.5 TRADE AGREEMENT BETWEEN VIETNAM AND KOREA (VKFTA) 12 CHAPTER 3: ENTRY MODE SELECTION ch nh nh nhe 14
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3.3 MARKET ANALYSIS 00 nêằ«iAD 15 3.4 MARKETING OBJECTIVES ch nh nh kg rau 16 CHAPTER 4: TARGET MARKET L2 1121 ng th HH ke tấu 18
Trang 8rs i B19 nolo | k=) 6) 0] (oe 18 7 is a © 1 -L0 0] £- | ©] 8 | (cre 19 4.1.3 PSYCNOQIFAPNIC 0 ccc cette ee CƯ 19
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4.2 TARGETING uc nh nh nh ng nh ng Tà tk Hs TH KHE Đàn 20 4.3 POSITIONING oo ằ«aaố.ăốăốă 20 CHAPTER 5: MARKETING STRATEGIES L nh nh Hồ nhái 22
5.1 PRODUCT STRATEGIES L0 11 nh TH nh ng HH Hàn 22 5.1.1 lnnovative the prOdUCT Q Q0 TS nh nh Tnhh nh ke T* TT HE Đ* tr khu 22 "LAN ieg oi nh =ddailsặạặäậaas‹cằằ 22 5.1.3 Compare 1† to competItors` DFOUCfS - Sun nh nh khe 23 5,2 PRICING STRATEGIES Q.0 ch nh nh ngà HH ko sết 24
5.2.1 Customary marKupS LH nnnnnnn nh HH nà tk tk nga xxx 24 5.2.2 Types of discounts avallable ng ng ng he Hàn kg 24 5.2.3 Compare these to competitors’ prices 00 teeter kh 25 5.3 PROMOTION STRATEGIES L0 00211 nh HH HH kg ng nga neu 25
5.3.1 Media used to reach the target market uc nen Hee 25 5.3.2 Sales promotion used LH n nh nen Hà tk tk cha 25 5.3.3 Value of personal selÏÏlnqQ .c.ccccccc cn cnn nh nh nh kg tk ket 26 5.3.4 Compare 1f to competIfOrS” DFOmOfION L LH n TS nen hờ 26 5.4 DISTRIBUTION STRATEGIES L1 nh nh nh gà Han 28
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5.4.2 Mode of transportation seleCtiOn cccccccn nh nh nh HH HH ena 26 5.4.3 Documentation needed ch HH TT HH KĐT thà 26
NA se 0 3 ố ố aa 27 5.4.5 Product sales by middlemen ST n* nh ĐT HH ke 27 5.4.6 Compare it to competitors’ distribution rrr khen hh 27 CHAPTER 6: CONCLUSIONS AND RECOMMENDATIONS ì ào cec 29 6.1 FINAL RECOMMENDATION ch nh nà kg nghe 29 6.2 EVALUATION AND MEASUREMENT L2 tt ch nh he 30 6.3 CONTROL Q.2 n1 nh nh Hà nh nà kg KHE kg 30 REFERENCES 0n 1n nh nh nh KH HH KHE khu 31
Trang 9TABLE OF PICTURE
Picture 1: Organizational structure of the COMPANY cc ccccce cesta seseseeeererettssaeeeeeeene es 4
Picture 2: TH True Juice Banana Milk
Picture 3: Korea's GNI per capita
Trang 10EXECUTIVE SUMMARY
The Party and State’s economic and political renewal policy since 1986 has created
favorable conditions for domestic enterprises to take the initiative in business activities,
and to encourage enterprises to participate in the international integration process Among many enterprises entering the international market, TH True Milk is considered as one of the successful flagships in foreign markets Like tireless footsteps, TH True Milk spread throughout China and after achieving great success, this business continued to penetrate the markets of other countries
The success of TH True Milk is a shining example as well as a motivation to encourage other Vietnamese businesses to reach out to the international market In order to apply the knowledge learned in International Marketing to real-life examples of Vietnamese businesses, and at the same time provide you with more useful information, our team chose the topic “International marketing plan to export TH True Juice Milk Natural Banana to Korea” to analyze the marketing mix strategy of TH True Milk in Korea based on market and business research
To accomplish the purpose of the above topic, we have researched, understood and built the essay according to the structure of 6 main parts:
Chapter 1: Company overview Chapter 2: Country selected Chapter 3: Entry mode selection Chapter 4: Target market Chapter 5: Marketing strategies
Chapter 6: Conclusion and recommendations
Trang 11CHAPTER 1: COMPANY OVERVIEW
1.1 OVERVIEW INTRODUCTION
Established in 2009 in Nghe An, TH Dairy Food Joint Stock Company has left many impressions This is the first company that TH True Milk invests in an industrial dairy farm With 100% Vietnamese dairy brand, specializes in producing and supplying milk and dairy products This company has proven its superiority in the dairy market in Vietnam At the same time, the company applies modern milk processing technology and a strong distribution
system
1.2 THE HISTORY OF COMPANY'S FOUNDATION
2009: TH True Milk Joint Stock Company is a company under the management of TH Group and was officially established on 24/02/2009 with the financial advice of Bac A Commercial Joint Stock Bank is also the first company of TH Group with an investment project in an industrial dairy farm, modern milk processing technology and a methodical distribution system Ms Thai Huong is the Chairman of the Board of Directors and the General Director and Vice President of Bac A Commercial Joint Stock Bank
2010: TH Dairy Food Joint Stock Company welcomed the first "Moc" cow to Vietnam on February 27, 2010 On May 14, 2010, the groundbreaking ceremony of TH factory took place in Nghia Dan, Nghe An with a total investment volume of 1.2 billion USD On December
26, 2010, the launch ceremony of TH true MILK fresh milk, TH True Milk product was
officially launched and delivered to consumers
2011: TH true MILK Dairy Group opened its first main TH true mart store in Hanoi on May 26, 2011 On August 30, 2011 continued to open the first main TH true mart store in Ho Chi Minh City On October 15, 2011, TH Dairy Joint Stock Company was honored to be awarded the certificate of "Reliable supplier in Vietnam - Golden Trust Supplier 2011" by the Vietnam Enterprise Institute In addition to the Vietnam Enterprise Institute, two other important organizations directly involved in the assessment and accreditation are the Center for Evaluation of Corporate Credit Index - True Index and NQA - Certification Body - National Quality Management System economy - United Kingdom
2012: TH true MILK participated in the International Conference on Milk and the Launching Ceremony of the New Product Set of Clean Fresh Milk Sterilized and supplemented
Trang 122013: Inaugurated TH Fresh Milk Factory (phase |) with the most modern dairy farm,
the largest industrial scale in Southeast Asia on July 9, 2013 At the same time, TH true MILK
Dairy Joint Stock Company announced revenue of VND 3,000 billion
2015: set the record of the largest cluster of dairy farms focusing on high-tech application
in Asia on February 10, 2015 On June 25, 2015, won the award "Best Food in ASEAN" for
TH school MILK-TOP KID product group On September 17, 2015, at the Moscow World
Food Fair, TH true MILK won 3 Gold, 3 Silver and 1 Bronze awards At the end of December
2015, TH Group signed a contract with Control Union Vietnam Co., Ltd to produce organic fresh milk in Vietnam
2016: won 3 awards at Gulfood Dubai International Fair on 21/02/2016 From May to October 2016, TH Group started the construction of TH dairy farm complex in Moscow and Kaluga provinces, Russia On October 19, 2016 received the award for the best dairy farm in Vietnam by Vietstock organization On December 10, 2016, TH farm was awarded a gold cup (Organic dairy farm)
2017: Groundbreaking ceremony of Ha Giang and Phu Yen high-tech dairy farming and milk processing project in November and December 2017
2018: inaugurated and opened TH's first dairy farm in Moscow province, Russia on
January 31, 2018 On December 20, 2018 received the National Brand Logo for the 3rd time
in a row
2019: On October 22, TH held a ceremony to announce the first batch of Vietnamese
dairy products allowed to be exported to the Chinese market, becoming the first Vietnamese enterprise approved by the General Administration of Customs of China granting transaction encryption to allow the export of fresh milk products to China, marking a particularly important step for Vietnam's dairy industry in general and TH Group in particular
2020: TH for the 3rd time was honored with National Brand on November 25, 2020 At
the same time, ranked 2nd in the Top 10 prestigious food companies in 2020, dairy and dairy products industry group (Vietnam Report)
2021: TH true MILK Dairy Group officially completed the import of 1,620 high-yielding HF dairy cows from the US to the cow farm in Nghe An, Vietnam on January 9, 2021 TH Group completed the plan to welcome 4,500 cows in 2020
1.3 VISION AND MISSION
Trang 13investment with the most advanced technology Thereby, determined to become a world-class food brand trusted by everyone, loved by everyone and proud of the country
Mission: TH Group will and always do its best to nourish the body and soul of Vietnam
with food products derived from nature - clean, safe, fresh and nutritious
1.4 REGISTERED BUSINESS LINES
Business name: TH Dairy Food Joint Stock Company Trading name: TH Joint Stock Company
Short name: TH True Milk Tax code: 2901138688
Head office: Nghi Son commune, Nghia Dan district, Nghe An province Line of business: Processing and trading pasteurized fresh milk
Product line: UHT milk, Pasteurized fresh milk, lce cream, Natural yogurt, Nut milk, Soft drink, Pure water, Butter Cheese, Food, Barley milk drink, Tea bag, Formula milk
1.5 THE ORGANIZATIONAL STRUCTURE OF THE COMPANY
General Meeting of Shareholders | 7 Control Board Administrative Council | Ỷ General Manager
rT q | ~ 4 _]
Finance Administ Capital and Chember of Production Farm
Trang 14TH Group's Board of Directors: is a collection of hearts and minds sharing the same
belief, desire and enthusiasm TH is a high-class team of domestic leaders with extensive
knowledge of the domestic market and foreign experts knowledgeable in advanced technologies
The General Meeting of Shareholders: is the highest decision-making body of the Company
Supervisory Board: To supervise the Board of Directors, the General Director in the management and administration of the company, to be responsible before the General Meeting of Shareholders for the performance of assigned tasks
Board of Directors: The Board of Directors is the management body of the Company, has full power on behalf of the company to decide and exercise the rights and obligations of the Company that are not under the authority of the General Meeting of Shareholders
Production room: Monitor the company's economic and production situation, ensure technical factors, import and export activities of raw materials Research activities for product innovation, product quality assessment Organize research, apply the process of quality measurement system, closely inspect and supervise the process Research and improve new equipment to improve product quality, recommend nonconforming products Conduct monthly review, product quality assessment, find out the causes of failure to take corrective measures Responsible for managing and shipping products to customers Build and maintain a quality management system according to quality standards
Chamber of Commerce: Build and develop brand image Research, product development and market expansion Develop and implement marketing strategies Advise the executive board on marketing strategies, products and customers Establish relationships with the media
Finance Department and Human Resources Department: Manage the work of employees
under the management of the department Review, evaluate, make decisions on rewards,
discipline, salary increase, promotion in accordance with the company's regulations Implement the transfer and transfer of personnel within the department and the Marketing
strategy
1.6 BUSINESS RESULTS OF THE COMPANY
Although only 12 years old, TH True Milk has achieved many proud achievements In 2013, the company inaugurated a clean fresh milk factory with a capacity of 500,000 tons/year Dairy cows are raised according to high-tech standards, with more than 45,000 cows carefully