Nhu lan bakery’s marketing plan to expand to australia

Here are the core values that have helped Nhu Lan Bakery to betrusted by many people so far: Customer-focused Variety of flavors Brand development and protection Product quality Innovati

Table of Contents

1 EXCECUTIVE SUMMARY 1

1.1 Introduce 1

1.2 Vision 1

1.3 Mission 2

1.4 Core values 2

1.5 Expanded area abroad 2

2 SWOT 2

2.1 Strength 2

2.2 Weakness 3

2.3 Opportunity 3

2.4 Threats 3

3 ANALYSIS OF THE INTERNAL ENVIRONMENT 4

3.1 The bread market in Australia: 4

3.2 The firm’s competitive: 4

4 EXTERNAL ENVIRONMENT: 5

4.1 Economy and foreign investment: 5

4.2 Political and legal: 5

4.3 Commercial relationship: 5

4.4 Language and currency: 6

4.5 Culture: 6

4.6 Population: 6

4.7 Science and technology: 6

4.8 Infrastructure: 7

5 INTERNATIONAL MARKETING GOALS AND OBJECTIVES 7

5.1 Business goals: 7

5.2 Strategic objectives: 7

5.3 Measurement objectives: 7

6 STP 7

6.1 Segmentation 7

6.2 Target market 8

6.3 Positioning 9

7 MARKETING MIX 10

7.1 PRODUCTS: 10

7.2 PRICE: 12

7.3 PLACE 13

7.4 PROMOTION 15

8 SALE FORECAST AND BARRIERS AFTER ENTRY 16

8.1 Sale forecast for the first 5 years: 16

8.2 Problems after entry the market: 16

9 REFERENCE 17

NHU LAN BAKERY

1 EXCECUTIVE SUMMARY

1.1 Introduce

Born in 1968, from a small bakery in District 5, Ho Chi Minh After morethan half a century of establishment and development, Nhu Lan Bakery hasaffirmed a certain position and role in the hearts of consumers in Saigon inparticular and across 63 provinces in general

The current types of cakes that the brand is providing include: bread, mooncake, roast meat, sausage, beef jerky, sausage, sausage In the past few years,Nhu Lan Bakery has expanded the menu During the day, such as noodles, noodles,rice, pho, pasta for those who want to eat at the store

In addition to the moon cakes with high sugar and fat content, Nhu LanBakery has also developed a line of healthy, low-sugar moon cakes such as fishmackerel, lotus green beans, lotus leaf, sesame seeds Black beans, lotus cheese,Tiramisu

So far, Nhu Lan Bakery has 3 main stores in the center of District 1 andDistrict 1, District 3, Ho Chi Minh City

Nhu Lan Bakery mainly focuses on the segment of customers with mediumand high income, thus, the price of Nhu Lan Bakery’s cakes is also somewhathigher than other popular brands For retail cakes, cake prices will range from75,000 VND / cake - 600,000 VND / cake, weight 200gr - 1.2kg As for cakeboxes, it will range from 210,000 VND / box - 965,000 VND / box, boxes of 2-6cakes

In addition, for customers, businesses or agents wishing to order largequantities of cakes, Nhu Lan Bakery will receive discounts Specifically, customerswho order cakes with 5-10 boxes will receive a discount of 8%, 11-20 boxes of13%

1.2 Vision

Nhu Lan Bakery's vision is also very clear: providing dishes with traditionalVietnamese flavors at affordable prices

1.3 Mission

Nhu Lan Bakery brand always takes "Prestige - Quality - Creativity" as theprinciple of operation, thereby providing users with products that are not onlydelicious, quality but also in line with modern trends

1.4 Core values

Over the past 50 years, Nhu Lan Bakery has made a mark in the hearts ofconsumers because the cakes have always been meticulously and meticulouslyinvested, from the selection of raw materials to the processing process, which arestrictly tested Here are the core values that have helped Nhu Lan Bakery to betrusted by many people so far:

Customer-focused

Variety of flavors

Brand development and protection

Product quality

Innovative and innovative culinary arts

Modern technology improvement

1.5 Expanded area abroad

The area Nhu Lan Bakery chooses to bring to the overseas market is Sydneycity (in New South Wales) of Australia Currently there are many Vietnamesecommunities living and studying abroad to Australia, especially the Sydney area.This is a famous bustling and bustling "port city" and is Australia's leadingfinancial center There are many tourist destinations for international visitors withbeautiful beaches Nhu Lan Bakery's target customers when bringing the brandabroad are Australian overseas Vietnamese, international students, tourists anddiscouraged people Realizing that the Sydney market is a convergence of targetcustomers, Nhu Lan Bakery decided to expand her business in this area

2 SWOT

2.1 Strength

Established for a long time

Products with typical flavors of Vietnam, especially typical flavors of Nhu Lan Bakery

Awarded the title "High Quality Vietnamese Goods" for many yearsThe stores are located in prime locations

Becoming one of the culinary brands favored by many domestic and foreign customers in the past 50 years

Products are diversified, of quality, meeting international standards, ensuringfood hygiene and safety

The production stage is a closed line in an absolutely sterile environment, processed with ultraviolet rays before packaging

Shop owners directly sell and communicate with customers

Nhu Lan Bakery tries to regulate a reasonable price; Even now, Nhu Lan Bakery cake price is considered to be the lowest in the market

Agreement on trade and economic cooperation between Vietnam and Australia signed in 1990

3.1 The bread market in Australia:

Bread, which is a traditional dish of Vietnamese people, has now spread to other countries in the world, especially in Australia, and has become a very popular brand among indigenous people

In Sydney Australia, there are many Vietnamese people who own very famous bakery shops, where people have to line up to enjoy this essence Vietnamese dish

Australians are often quite busy, they like something light and return to workbecause usually their lunch break is not long.The food they take away is very diverse, but often common and easy to warm microwave => So bread isone of their top choices

3.2 The firm’s competitive:

Competitive advantage :

- While KFC and McDonald's are causing storms in Vietnam In Australia,

a country which is full of fast food, Vietnamese bread are taking the throne

- Nhu Lan Bakery bread is made from an old family recipe so it has its own characteristic with a strong Vietnamese flavor, so when Vietnamese people eat it, they will bring back the taste of the homeland as well as foreigners will enjoy this new taste

- In addition to selling bread, Nhu Lan Bakery also has a variety of dishes with bold Vietnamese characteristics such as pho, beef noodle, banh chung, spring roll, dried beef, and moon cake, so users have many choices

- Ingredients used for Nhu Lan Bakery's dishes are committed to no additives, and quality assurance Although using direct ingredients in Australia, still retains the same taste in Vietnam

- In addition to the variety of flavors of bread, Nhu Lan Bakery also has many flavors of moon cake, satisfying any preferences of consumers

Current competitors:

- Vietnamese traditional bakery shops in the Australian market such as Hong Ha Bakery, Marrickville Pork Roll, Viet Hoa Hot Bread,

- Fast food restaurants like KFC, McDonald's, Subway,… Those are globalfamous fast food brands with delicious and attractive sandwiches

- The restaurants in addition to selling bread are also diverse with main dishes such as grilled meat vermicelli, Pho, Nam Bo beef noodle soup, broken rice, spring rolls such as Great Aunty Three, Yellow Fever,…

Potential compertitors:

- Today's life is in a hurry, so Australians often choose fast food to save time In addition to direct competitors, a series of convenience store chains will be potential competitors of Nhu Lan Bakery They may find convenience stores on the street, which are more convenient to buy than

to the main store

- Supermarkets are also a potential competitor because supermarkets often have a wide variety of items When people go to the supermarket to buy food, they can also conveniently buy bakery products and there are usually discounts on items in supermarkets

4 EXTERNAL ENVIRONMENT:

4.1 Economy and foreign investment:

Australia has one of the highest levels of GDP per capita in the world Although Australia accounts for only 0.3% of the world's populationAustralia's nominal GDP is estimated at $ 1.5 trillion USD (nearly 2 trillion Australian Dollars) and accounts for 1.7% of the global economy

Sound economic management and growth and low rates of inflation

4.2 Political and legal:

Australia’s political, legal and tax systems present a high degree of transparency It also has a quality of life that is rated among the best in the world

A high degree of economic freedom and market stability, Australia is an attractive destination for business and investment

In addition, Australian consumers set very high quality standards and these are supported by a wide range of consumer protection regulations in all states

4.3 Commercial relationship:

Australia is a strong supporter of reductions to trade barriers as well as the concept of open and multilateral trading systems With no import quotas andmost import duties of 5% (general tax rate) and 0% for underdeveloped countries

Australia has entered into free trade agreements with a number of countries.The Australian market offers opportunities for foreign suppliers due to their high dependence on imported goods for production and consumption

4.4 Language and currency:

Australia’s Indigenous population comprises around 3% of the total population Australia is one of the most multicultural countries in the world.Australia’s official language is English and its official currency is the Australian dollar

Its currency is based on a floating exchange rate system and the Australian dollar is one of the most traded currencies in the world

4.5 Culture:

Australia is a multicultural country so you will be able to find all sorts of cuisines here Australian cuisine is very rich, varied and always changing The indigenous Australian culinary culture was formed based on British cuisine when they settled here, including cakes, large or chopped steaks, andmeats accompanying vegetables

Australians are often quite busy, they like something light and return to workbecause usually their lunch break is not long.The food they take away is very diverse, but often common and easy to warm microwave Common dishes are bread and cold meat Especially Australia is a country where people care about health and eating style

4.6 Population:

Australia is situated in the Asia-Pacific region, with neighbouring countries including Indonesia to the north and New Zealand to the south-east Australia’s population is over 24 million Almost 40% of Australia’s population reside in Sydney or Melbourne

There are many immigrants with Italian, German, Chinese, Indian, Greek and Dutch origins Australia’s Indigenous population comprises around 3%

of the total population

There are 350,000 Vietnamese people living all over the country of kangaroos, from big cities to rural areas They play an important role in promoting Vietnamese culture and cuisine in Australia.In addition, Australia

is also one of the countries chosen by many Vietnamese students

4.7 Science and technology:

Being one of the countries with developed science and technology.Creates opportunities for businesses to have access to new technologies => increase production output, increase product quality, reduce production costs, and enable creation of new products

It also brings many challenges: it requires constant technology updates and innovation to meet the increasing needs of customers

4.8 Infrastructure:

Australia's transport and communications infrastructure has developed rapidly in close conjunction with the expansion of the country's main industries

The development of transport infrastructure in Australia has been almost entirely related to moving commodities for sale in cities or to gaining access

to seaports and airports

5 INTERNATIONAL MARKETING GOALS AND OBJECTIVES

5.1 Business goals:

Increase profit by 25% compared to the first year

Achieve the average number of visits to 100 people per day

5.2 Strategic objectives:

Open 1 more branch in Melbourne

Achieve 99% customer satisfaction at the restaurant

Achieving the contest on the total Vietnamese food market in Sydney is 15%

5.3 Measurement objectives:

Top 3 famous Vietnamese restaurants in Sydney

Achieve the number of online shoppers of 19,000 per year

6 STP

6.1 Segmentation

SEGMENT

Vietnamese people living in Sydney

Tourists at Sydney

Native people

Overseas student from other countries

Demographics

segmentation

Income 12.000 AUD per year

Nationalit y

VietnameseandAustralian

All ofcountries Australian countriesAll of

Psychographic

s segmentation Lifestyle Nutritious

meals

Lightmeals andNutritiousmeals

Lightmeals andnutritiousmeals

Lightmeals andNutritiousmeals

Interests Love to eat

dishes withhome flavor

Exploreforeignculinaryculture

Exploreforeignculinarycultureand likethe dishesfrom the

Exploreforeignculinaryculture

Enjoying traditional foreign food

Usage Segmentation 4 to 7 times

a week each tripOnce in

3 to 5times aweek

2 to 5times aweek

6.2 Target market

Nhu Lan Bakery's target market when doing business in Sydney is the group

of Vietnamese living in Sydney - Australia (including Australian overseasVietnamese and Vietnamese international students) and native Australians.Expatriates always remember their homeland's dishes Therefore, when theylive in a foreign country and have a culinary culture like the West, they definitelywant to enjoy the dishes of their homeland Especially for international students,they are far away from home has been a very difficult thing, the time living abroad

is not too long to be able to adapt to the food here That is why they are alwayslooking for Vietnamese stores, the purpose is to both eat and drink and find theirfamiliar place while living in a distant country

There are many factors that make Vietnamese cuisine not only highlyappreciated but also become familiar to many Australians even though they havenot once been to Vietnam Vietnamese cuisine has many advantages: a lot ofvegetables, especially raw vegetables, each dish comes with seasoned vegetables,less fried, mostly rice starch and almost no dairy Australians love sports, outdooractivities, so they pay great attention to the nutritional content and quality of dailymeals The modern Australian eating trend is that meals must always contain greenvegetables, less fat, less flour, and less dairy products while ensuring meat, starchand flavor

6.3 Positioning

Doing business here, Nhu Lan Bakery brand always takes the criteria of

diversity, quality and bold Vietnamese Nhu Lan Bakery wants to bring to

customers products full of nutrients and bold Vietnamese flavor From sandwiches

to bowls of pho, vermicelli, rice, to cha dishes All are made directly at the

restaurant from a recipe similar to Vietnam with fresh ingredients

Nhu Lan Bakery's products are very diversified, in addition to popular types such

as bread, pho Nhu Lan Bakery also focuses on trading a variety of moon cakes

More specifically, the moon cakes are made and sold all year round for tourists or

Vietnamese to use at any time This is a highlight when compared to the

competitors here The packages are examined very closely by Nhu Lan Bakery

Use paper packaging to increase environmental protection In addition, Nhu Lan

Bakery also aims at an average price and not too high, but the quality of the

product is still guaranteed The purpose is for Vietnamese people to fully enjoy the

taste of Vietnam while living away from their homeland