Group project topic international marketing strategy of chinsu in poland

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Subject: International Marketing

Class: 0300 MK302DE01

Group: 01

Group members: TRAN GIA MINH (LEADER) — 22114352

LE NGUYEN UYEN MY- 22115206

VU ANH THIEN - 22014727

LÊ DUY THỊNH - 2193275

LE MINH TRIET - 2194177

Ho Chi Minh City, February 12", 2024

ABSTRACT Chinsu is one of the biggest sauce companies in Vietnam It is not hard to know about the appearance of Chinsu to help people enjoy the new taste of fish sauce in their lives Besides that, management in the business is not easy in Vietnam Besides that, we have the project It is about the ‘ ‘International Marketing strategy of Chinsu in Poland’’ This issue

is extremely complex Moreover, the countries are different, and the international marketing strategy is not the same They export the product to other countries so the managers always try to reduce the risk

At the opening of this project, we decided to pay attention to the company's background Based on these conceptions, we transform them into macro-business analysis

in Poland After recognizing all the information, we create an international marketing plan Finally, we summarize all the data from this group project, use more practical strategies to mitigate the effects, and about the budget

TABLE OF CONTENTS

1 Background and history 15

2 Vision and mission 15

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KP su n/ớidiiidtdi 26

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Kì số doao i33 27 3.6 Culture €nVITOTINRI 2 2 2 122112211211 1211 121112112115 1151151115111 211 211281 ky 29 An ốe 29

an dđđ1RYR 30

°N“N'Í(HaaiiadậaẢẼỶẼÝẼÝẢÝÝÝ 31 na .aa 32

lv ơn 33 l9 nan e«- 34 5.3 Transportation InÍTasfTuCfUTG - 22c 222212111211 121 110111811181 151 1211111821 x tk 35

7 Trading infrastructure 36

In Cai 36 7.2 WholesaÏ@T§ G0 211211111111 01111111111 1111111 11 11111 11111111111 HH Hà Hà HH nh 36 I a 36

2 Financial objective 38

3.1 Segmentation 344 38 KEAI©) (00c 0/1i.2/03iẢẢẢẢ 39 3.3 xo 7a 39

4, Marketing strategy 39 1N ốổ on 5 39

AD PIC oie eecccccececcccesscccccnssecccescecccsseesensesecsesseeseeseseesessseesessssersessserensssenenssenenas 45

AB PLACE “<1 47 4.4 PrOoImOHOT c0 2012122 1121112111811 1851 181 E11 TH TH Hà 49 L0) 00) 3(0adđidaiatdtdtdt 49 4.4.2 Checkimg and monmitorimng the pÏan - E2 2E 2212221121122 1 2x11 k2 50 4.4.3 About the budget c5 S1 211121122112 2221282812122 ray 31

REFERENCES 33

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PICTURES 1: Organmization chart of Masan Consumer cormmpany c ccc sec 16

PA ¡(90900197191 1000i03:‡a 17

3: Judicial structure o£ Polannd - c + t2 2112115111101 11111111 T8 11t tr êy 19 nu 6n 434 21

5: Polish national income compared to Europe .c.ccccccccccccteccteecteeseseseeeeceses 21 6: Inflation 0n .4 22

7 Demography ”- 26

kI€)8)su>c 0.0 41LL 28

9: Aesthetics in Poland oo cceecceeeeeeseesensceesensenecseeeenecseneeeceeesseeeeeeseneenees 29 10: International Folklore FestfIvaÌ co cs S21 nh the 30 11: Traditional Polish peasant dish Sanok 5-2 S22 2222 serrsrrrsrres 30 I2 ào nn ố 31

IENooa 0.5 ầ4Ả 32

14: Language in PoÌand - - + : + c1 2111211121111 2 115 1151118112112 811 281 re 32 15: Topography 33

J0 an 34

17: Transportation 1nÍTastTUCfUTC c2 2n 1 vn vn 1H HH re 35 18: Core COMPONENES 8n 40

19: The nutrtional value of fish sauce's IneredIenfS .c 2c cccccsccS- 40 20: Packaging IngredI€fi§ - c1 22122122111 225 22222282 2 truy 42 PIM00 000i 0n e 44

22: Chinsu producf 1 221 12112111211 121 1151111111111 1111111110111 Hryệt 44 P so 45

Zài e 47

P` on e 48

262 LADL — 48

TABLES

I 0) 3./96006 ì00 844) UUỪỘŨỘỪỪỪỪỪ 18

I 280i .Ả 23

Table 0ï 24

Table 4: Foreign trade turnover in PolÌand - : c1 21122112 112 11 1121111 key 24 I 0) Sát e6 11 ÔỒẢẦẦ 25

Table xi á/6 0 46

I 0) 2i á9 0 46

Table 03:2 ả0i 0 47

Table 9: [MC Planning - - c1 1211121122121 12 115 1151581128151 811 11111 TH này 49 Table 10: Action 529i 1n .ố 50

0559.15.12 31

TASK ASSIGNMENTS

TASK ASSIGNMENTS

No FULL NAME

CONTENTS TASKS DUE DATE

I INTRODUCTION TO CHINSU - Writing contents 12-02-2024

1 Background and history - PPTX

2 Vision and mission - Presenter

3 Organization chart - Checking and

4 Business situation Evaluating contents

LE NGUYEN 5 SWOT - Contributing ideas

1 UYEN MY II MACRO-BUSINESS ANALYSIS IN

22115206 POLAND

1 Politics 1.1 Political structure 1.2 Political climate 4.2 Price

LÊ MINH TRIẾT 2.4 Inflation rate Evaluating contents

2 2194177 2.5 Import/ Export 2.6 Tax - Contributing ideas

HH INTERNATIONAL MARKETING PLAN

1 Entry-mode

2 Financial objective

2.3 Income

3 STP 3.1 Segmentation 3.2 Customer targeting 3.3 Positioning

4 Technology - Writing contents 12-02-2024

5 Environment - PPTX 5.1 Topography - Presenter

VU ANH THIEN _ | 5.2 Climate — Weather - Checking and

22014727 5.3 Transportation infrastructure 4, Marketing strategy Evaluating contents

4.1 Product - Contributing ideas

7.2 Wholesalers 7.3 Assessment 4.4 Promotion 4.4.1 IMC planning 4.4.2 Checking and monitoring the plan 4.4.3 About the budget

CONCLUSION REFERENCES

- Writing contents

- PPTX

- Presenter

- Checking and Evaluating contents

- Contributing ideas

- Providing an outline

12-02-2024

No FULL NAME

TEAM MEMBER PERFORMANCE

TEAM MEMBER PERFORMANCE

CONTENTS QUALITY DUE DATE

I INTRODUCTION TO CHINSU

1 Background and history

2 Vision and mission

4.3 Place

2 Economics 2.1 GDP — GNI — Gross Domestic product

2.2 Employment rate 2.3 Income 2.4 Inflation rate Good 2.5 Import/ Export

2.6 Tax TIT INTERNATIONAL MARKETING PLAN

1 Entry-mode

12-02-2024

12-02-2024

Note (100%)

100%

100%

2 Economics 2.1 GDP — GNI — Gross Domestic product

2.2 Employment rate 2.3 Income

3 STP 3.1 Segmentation 3.2 Customer targeting 3.3 Positioning

4 Technology

5 Environment 5.1 Topography 5.2 Climate — Weather Good 12-02-2024 5.3 Transportation infrastructure

4, Marketing strategy 4.1 Product

100%

100%

TRAN GIA MINH

22114352

6 Legal

7 Trading infrastructure 7.1 Retailers

7.2 Wholesalers 7.3 Assessment 4.4 Promotion 4.4.1 IMC planning Good 12-02-2024 4.4.2 Checking and monitoring the

plan 4.4.3 About the budget CONCLUSION REFERENCES

100%

We must export traditional Vietnamese goods to succeed in worldwide marketing Regarding the fih sauce, that is Aside from that, these are intricate jobs The market is dynamic and ever-evolving These things start to terrify every company worldwide In addition, everyone in our company has a strong enthusiasm and affection for this subject

We decided to finish this job by utilizing both our expertise and experience

However, there aren’t any mishaps Without the ongoing guidance in worldwide marketing from teacher Vu Hai Nam, we could not have finished our project Clear and practical examples are used in class The term is straightforward and simple to recall When

we learn in class, we always feel as though we are free in the garden of the lord We will always remember that wonderful sensation We made a few minor mistakes and omissions

In the project due to our lack of expertise and experience Ultimately, we continuously strive for excellence and memorize information to obtain the most intriguing outcome while creating the Vinamilk international marketing plan in Ho Chi Minh City

I INTRODUCTION TO CHINSU

1 Background and history

Masan is the business that owns this famous Chin-Su chili sauce brand

In 1996, Masan started with the food sector, establishing Viet Tien Technology - Industry

- Trade Joint Stock Company, specializing in spices

In 2000, Masan built Minh Viet Industry and Import-Export Joint Stock Company, specializing in trade and import-export In 2003, Viet Tien company and Minh Viet company merged to form Ma San Industry and Trade Joint Stock Company In 2008, Masan Industry - Trade Joint Stock Company changed its name to Masan Food Joint Stock Company (Masan Food) In 2011, Masan Food Joint Stock Company changed its name to Masan Consumer Joint Stock Company (Masan Consumer)

2 Vision and mission

About mission: In 2002, Chinsu Masan chili sauce product was born with the mission

of accessing the high-end spice market in Vietnam with a diverse product portfolio: fish sauce, soy sauce, chili sauce, and ketchup

About vision: The vision of Chin-su in particular and of Masan Group, in general, is

to become one of the strongest corporations in the local private economic sector in Vietnam

in terms of scale, profits, and income for shareholders, and become a potential growth partner and preferred employer in Vietnam

3 Organization chart

Organization chart of Masan Consumer company

Picture 1; Organization chart of Masan Consumer company

Supply capacity development department: Improve supply capacity

Human Resources Department: Implement strategies to attract, nurture and develop talent

IT Department: Develop new applications in management and business development, build IT technical infrastructure systems

Product development department: In charge of research, development, product improvement, and product packaging

Finance Department: Improve business efficiency, use of investment, discipline and manage financial resources through accounting and finance activities

Legal Department: Responsible for the Company's legal and compliance services Production process:

Picture 2: Production process

4 Business situation

Itis difficult to avoid the risk of product contamination

In 2019, Masan Group admitted that it was facing the risk of product contamination Specifically that year, in Japan, the Osaka city government announced the recall of all 18,168 bottles of chili sauce imported from Vietnam with the Chin-Su brand of Masan

Big support from parent group Masan

Do not stop improve

Extensive distribution system

Large market share

Opportunity

Market potential for fish sauce and

dipping sauces

About 97% of Vietnamese families in

urban areas use fish sauce in their

daily meals

Health, food safety and convenience

are top concerns for households

Conquer the world market

Weakness

Chinsu chili sauce scandal Chinsu and Nam Neu fish sauces are of questionable quality

Threat Traditional fish sauce joins forces to fight the giants

Strong competition with Cholimex Food in the chili sauce industry

Vietnamese vegetable, fruit and spice businesses are facing many challenges in accessing the European market

Table 1: SWOT of Chinsu in Poland

1 Politics

1.1 Political structure

According to Poland government, Poland functions as a parliamentary republic with

a complex political system consisting of multiple levels The President assumes the role of the chief executive, chosen through a democratic process, and holds office for a period of five years The President's function is primarily symbolic, as their executive authority is constrained by the constitution Andrzej Duda was the incumbent President as of 2022 The Prime Minister, designated by the President and ratified by the Seym (lower house of the Polish Parliament), assumes the role of the chief executive and has substantial executive power The Sejm, with 460 members chosen via proportional representation, serves as the lower house, and the Senate, the upper house, is composed of 100 members

Poland's political sphere is distinguished by a multi-party framework, encompassing prominent parties like as Law and Justice (PiS), Civic Coalition (KO), and the Left, among others (Iwaniuk, 2023) Political power dynamics have frequently been shaped by factors such as economic policies, societal ideals, and the process of European integration 1.2 Political climate

Picture 3: Judicial structure of Poland

Poland's political framework has undergone substantial transformation since the conclusion of communist governance in 1989, culminating in its accession to the European Union in 2004 Political occurrences occurring after 2022 might have resulted in alterations

to this framework Therefore, I suggest consulting more up-to-date sources to obtain the most recent information regarding Poland's political system

Poland is a parliamentary democracy The primary legal instrument of the state is the Constitution of the Republic of Poland, which was enacted in April 1997 This law ensures that every individual is granted fundamental rights and freedoms The Constitution is founded upon the fundamental concept of dividing power and maintaining equilibrium among three branches: the legislative branch consists of the Sejm and Senate (known as the National Assembly), the executive branch is comprised of the President of the Republic

of Poland and the Council of Ministers led by the Prime Minister The judicial branch encompasses the legal system, comprising courts of law and tribunals that enforce laws and administer punishment to those who violate them According to Sad Okregowy w Warszawie, Poland has three distinct types of courts

Common courts are responsible for resolving legal disputes related to civil, criminal, family, and labor law They are categorized into district courts, regional courts, and courts

of appeal

Military courts handle cases related to the armed forces

Administrative courts resolve disputes between individuals and organizations, ensuring that the decisions made by administrative bodies comply with existing laws These courts have the authority to either uphold or reject such decisions The Voivodship Administrative Courts are under the jurisdiction of the Supreme Administrative Court, which has the authority to overturn the decisions made by lower courts

2 Economics

2.1 GDP — GNI — Gross Domestic product

In 2018 and 2019 Poland's economy marked a strong return to a GDP per capita increased by 5.1% This is also a milestone marking the return of Poland after 27 years in the EU market According to the Polish World Bank ranked 20th in the world in terms of

total GDP Total national product-GDP The total GDP of Poland in 2019 was 596.06 billion USD according to data from the World Bank Compared to 2018 increased by 7,28 billion USD

Picture 4: Poland's GNI

Poland's GNI rate increased from 538.3 billion USD to 582.05 billion USD That is

an increase of about 47.47 billion USD

Polish national income compared to Europe accounts for 4,4% in 2018

Picture 5: Polish national income compared to Europe

Total national product-GDP: Polish GDP includes industrial (31.7%), services (65.5%) and agriculture (2.8%)

2.2 Employment rate

This growth also reduced the unemployment rate in Poland to only 3.4%

In recent years, newspapers reported that Poland is a huge market in terms of labor resources With the stable growth of the world with Polish people migrating to European countries So now Poland is in need of human resources According to the last statistics in

2018, 320,000 work permits were licensed for workers from abroad

2.3 Income

To judge whether a country is developing or not, it is often based on the average income of each person in that country Based on the International Monetary Fund IMF, a country with an average income of 15,000 USD will be considered a developed country, there are less than 40 markets recognized as rich But Poland 1s still on the rise Specifically, Poland's economy has begun to increase from 2,300 USD to 13,000 USD per person from

1991 until now And the goal they set will exceed 15,000 USD

2.4 Inflation rate

Picture 6: Inflation rate

When we want to sell the product in the other country One of the most important things that you need to focus on is the inflation rate These are all the information about the inflation rate in Poland from 1997 to 2023

Table 2: Inflation rate

On the other hand, the inflation rate in Poland is 6.20% The latest period is on December 2023 The last update is on January 17 2024 and the next release is on February

2024 Besides that, the long-term average is 4.38% The average growth rate is 38.02% The value from last month is 6.30% It changes from last month is negative 1.59% Moreover, the value from | year ago is 15.30% Finally, the change from | year ago is negative 59.48%

2.5 Import/ Export

Table 3: Inflation rate

Table 4: Foreign trade turnover in Poland

Foreign trade turnover in Poland from January to October 2023 in exports at current prices amounted to PLN 1,349.8 billion, while imports amounted to PLN 1,301.2 billion The balance reached 48.6 billion, which in the same period in 2022 was negative and amounted to 78.8 billion PIN Compared to the same period in 2022 exports increased by 1.2%, while imports decreased by 7.9%

With USD, exports amounted to 318.0 billion USD up 4.1%, while imports amounted

to 306.6 USD down 5.3% The balance reached 11.4 billion USD, while the same period

in 2022 was negative at 18.1 billion USD

For the EUR, exports amounted to 293.5 billion EUR up 2.5% and imports were 283.0 billion EUR down 6.7% The balance reached 10.6 billion EUR, the same period in 2022 was negative 16.9 billion EUR

2.6 Tax

Table 5: Tax in Poland

When we sell the fish sauce in Poland There are 4 taxes that you need to pay attention Firstly, income tax This tax is based on our profit Secondly, corporate income tax This tax is dependent on the company’s profit Thirdly, VAT tax The value-added tax

on our fish sauce sales Finally, local taxes These taxes are varies and we can check with local authorities

3 Social

3.1 Family

Polish families are quite similar to families in other European nations in many aspects Polish families frequently follow traditional norms, and the importance of family values is paramount in Polish culture

But Polish households are changing, just as those in many other Western nations Polish families today are more likely to prioritize work-life balance, and family responsibilities are sometimes more flexible Parental responsibilities for child care are being shared, and women are participating in social and professional activities at an increasing rate 3.2 Education

The Polish educational system has a 650-year history that includes professionalism, creativity, and the transfer of teaching expertise from earlier generations The National Accreditation Commission oversees and assesses the overall quality of the educational system in this country, guaranteeing the efficacy of each school's instruction

3.3 Demography

Picture 7; Demography

The most recent United Nations data indicates that as of March 24, 2023, there would

be 37,691,856 people living in Poland Poland is now ranked 38th among all countries and territories in the world in terms of population, making up 0.47% of the global population Poland has a total land area of 306,295 km2 and a population density of 123 people/km2

As you can see, Poland is one of the good countries where you should live Besides that, many Vietnamese are living and working in this country The big groups of Vietnamese always live in Warsaw, Wroclaw, Krakow, Poznan, and Gdansk Moreover, the smaller groups of Vietnamese usually live in Lodz, Szczecin, Katowice, Lublin, and Bialystok The number of Vietnamese people in Poland is about 80.000 people in 2019 Today, this number may be bigger

Upper class: In Polish society, this is the highest class Those with great social standing, influence, and income are included in this class They are frequently managers, senior professionals, business owners, entrepreneurs, and political figures The wealthiest members of society typically have a higher standard of living as well as access to the greatest opportunities and services

3.5 Living standards

In just a few years the standard of living in Poland will most probably surpass Spain and Italy and catch up with the UK