Kế hoạch marketing đồ nội thất mây tre đan ra thị trường quốc tế của doanh nghiệp xuân lai e

Kế hoạch Marketing đồ nội thất mây tre đan ra thị trường quốc tế của Doanh nghiệp Xuân Lai “The marketing plan of rattan and bamboo handicraft products to the international market of X

Kế hoạch Marketing đồ nội thất mây tre đan ra thị trường quốc

tế của Doanh nghiệp Xuân Lai

“The marketing plan of rattan and bamboo handicraft products

to the international market of Xuan Lai Enterprise”

1 GENERAL INTRODUCTION 4

1.1 General overview of export market of Vietnam wood, bamboo and rattan products 4

1.2 Approaches to the international market 5

1.3 Introduction of Xuan Lai company 6

2 TARGET SEGMENT 7

2.1 Target Segment on Group of person 7

2.2 Target segment on Geographic: 8

2.3 Target segment on Consuming Habits: 8

2.4 Details analysis of Target segment 8

2.4.1 Overseas Vietnamese: 8

2.4.2 USA and EU market 8

2.4.3 Asian Market 9

2.4.4 Detail analysis of Taiwan and Philippine market 9

3 CURRENT SITUATION ANALYSIS (SWOT) 10

3.1 Strong Points 10

3.2 Weak points 11

3.3 Opportunities 11

3.4 Risks 12

4 PLAN’S TARGETS (SMART) 13

4.1 Turn-over and profit target 13

4.2 Market share target 13

4.3 Trading brand target 13

5 MARKETING MIX STRATEGY 13

5.1 Product strategy 13

5.3 Promotional Strategy 14

5.3.1 Advertising message 14

5.3.2 Pull strategy 14

5.3.3 Push Strategy 15

5.3.4 Distribution strategy 15

6 THE ACTION PLAN 15

6.1 Design and deploy the products 15

6.2 Make a plan of recruitment and training 15

6.3 Advertisement program on internet 15

6.4 Payment method 16

6.5 Collect and build up the customer database 16

6.6 Sale support 16

6.7 Feedback receivers 16

7 EXECUTION ASSESMENT AND SUPERVISON 16

7.1 Supervising the execution process 16

7.2 Supervising the advertisement programs 16

7.3 Supervising the turn-over 18

8 FINANCIAL PLAN 18

9 BACKUP PLAN 19

9.1 SIGNALS OF FALURE 19

9.2 Alternate actions & strategy 19

10 CONCLUSION 19

1 GENERAL INTRODUCTION

In Vietnamese mind, bamboo and cane are used as the symbol of the undauntedness and the powerful vitality of Vietnamese people It can be said that the bamboo and cane of the two most near and dear trees of Vietnamese people The trees create the symbolic image of rural culture and become the plentiful material source of the production section of furniture, household wares

as well as the export of bamboo and cane products

There are many handicraft villages of bamboo and cane, among which, bamboo-handicraft trade village Xuan Lai in Gia Binh District, Bac Ninh province is considered to be the cradle of the bamboo handicrafts with bamboo handicraft village existing for hundreds years From the establishment, the co-operative society of bamboo and rattan handicraft export Xuan Lai ( Xuan LaI Enterprise) has inherited the long-time tradition of handicraft production with skilled and clever craftsmen and become the famous brand of furniture made of bamboo and rattan in the domestic market Continuing to diversify the products and making a detail marketing plan so that Xuan Lai can be successful in exporting these products to the international markets as well as regional market is necessary for Xuan lai develop sustainably and stably, matching the orientation of Vietnam government in the integration period

1.1 General overview of export market of Vietnam wood, bamboo and rattan products

According to the assessment of Vietnam Wood and Forest Product Association, at present, the wooden products rank the fifth as the main exported products after crude oil, footwear, garment and textile and fishery products with the revenue of 3.2 billion dollars in 2009 This development has helped Vietnam overtake Indonesia and Thailand to become the second leading country in export of wooden furniture in South East Asia The quality of Vietnam products is continuously improved to compete with other products of the countries in the region However,

in the coming time, for the natural wooden products, Vietnam will have to conform to laws like LACEY (USA) and FLEGT requiring Vietnam to submit product declaration to ensure the validity For exporting to EU, Vietnam has to conform to Voluntary Partnership Agreement (VPA) and certificates of Forest Stewardship Council (FSC) They are big barriers because Vietnam has not had integrated certificate system, and the fact that Vietnam has to import wood having FSC certificate will increase the price, then decrease the competitiveness with foreign Enterprises

For the products made of bamboo and neohouzeaua, according to the survey of WWF, at present Vietnam exported about 60 % of bamboo products into European market As estimated, the revenue from this market would be about 17 billion dollars in 2017, much higher than that of

7 billion dollars now (While the revenue of China is 5.5 billion dollars) The growth speed of exported products made of bamboo and rattan has increased by about 25 % Vietnam has been assessed to be more advantaged country than China in term of this kind of products thanks to the cheap labor cost Vietnam has been also assessed to be more advantaged country than Laos and Cambodia which are abundant in bamboo and rattan sources in term of workmanship If Laos and Cambodia are material sources, Vietnam is the production and export country

However, the manufacture of exported bamboo and rattan products into hard markets faces many challenges because the safety standards in the manufacturing process are not ensured Highly toxic substances like pesticide, artificial polishing substance, gluing paste, gasoline and

so on can affect user health In addition, during the traditional manufacturing process, the production wastes are usually discharged to the outside environment, causing environment pollution and health problems to the laborers

Another disadvantage is that the modest number of the Vietnamese bamboo and rattan Enterprises (account for 2% of the total number of Vietnamese Enterprises) Most of them have small scope (the number of employees in these Enterprises is not higher than 5000) and the capital investment is still limited (nearly ¾ of the Enterprise number have capital investment of less than 5 billion dongs)

1.2 Approaches to the international market

Being a furniture manufacturer of small scope, Xuan Lai selects the method of penetrating the international market through indirect export

The indirect export does not require the direct communication between the foreign buyer and the Enterprise For selling the products to the other countries, Xuan Lai will ask for the support of an immediate organization having the function of direct export With the disadvantages that Xuan Lai is not accustomed to the international market, the Enterprise decided to choose the indirect export method in the first period of penetrating into the world market

Xuan Lai will export indirectly through the foreign buyers This is the way of exporting to the foreign import companies They have thorough knowledge on competition conditions in the world market When following this method, Xuan Lai should learn carefully about its foreign

partners for establishing a stable relationship with other countries’ market The drawback of this method is that Xuan Lai will have to depend much on the foreign partners, but Xuan Lai defined this process to be the first step to understand and be accustomed to the world market After gaining some certain experiences, the Enterprise will study and develop more active approaches

1.3 Introduction of Xuan Lai company

The co-operative society of bamboo and rattan handicraft export Xuan Lai was established

by the people committee of Gia Binh district, Bac Ninh province in February, 2004 In the first period, Xuan Lai manufactured only some traditional products like beds, cupboards, tables, chairs and so on; However, because of the good materials, low price, various models which are the combination of both traditional features and modern features, the products of Xuan Lai are favored by all consumers in domestic markets like Hanoi, Quang Ninh, Hai Duong, Dien Bien, etc., When the Enterprise already had a stable business and was given the trust from domestic

customers, Xuan Lai has become the member of Vietnam Handicraft Exporters Association

( Viet Craft) and Wood and Forest product Association for more opportunities of doing survey on the export market of furniture made of bamboo and rattan At present, the Enterprise has established 10 production units with the total area of 1,500 m2 and the products are found in Japan, Taiwan, South East Asia, USA, Belgium, Australia, Ukraine and so on with encouraging success

Product ranges

Xuan Lai is also famous for other handicraft furniture made of bamboo and cane, large- size products such as tables, chairs, armchairs, bamboo houses, cupboards and daily used objects such as bamboo paintings, cup pads and wooden clogs Especially, the bamboo paintings with shining black finish not by the painting, but by the fumigation activity are very suitable for the Asian style The salons, rocking chairs, book shelves, coffee tables, coat hangers and flower vases are suitable for the American and European style

Some images captured in production unit of Xuan Lai Enterprise

Manual production ( hand-made)

+ Vietnamese oversea

+ Foreigners (European, American) have favor on products which design by Asian Cultural Style

+ Foreigners have favor on Europe design & made by raw material from Rattan-Bamboo

+ Foreigners has the same cultural value, custom, and habits.

+ American

+ EU

+ Asia: Japan, China, Taiwan, and Philippines

- Customers at the ages of from 30 to 60 have life experiences and cultural taste This group has stable income from medium and fair level

- Customers have high education level, national price and interest in collecting artistic objects They are people of open and rich soul

2.4 Details analysis of Target segment

2.4.1 Overseas Vietnamese:

Up to 2011, there are about 4 million Vietnamese living in 110 countries and territories,

in which the number of industrial developed countries is account for 80 % Most of Vietnamese have stable life and well adapt to the society of the community They have certain economic, political and social position in the resident countries

Each years, there are about 500,000 turns of overseas Vietnamese visiting their original country, in which there are 300 experts, intelligentsias coming back for working purpose and thousands of businessmen searching for investment opportunities Up to now, the total of investment capital from overseas Vietnamese has been 5.7 billion dollars (for 3,200 projects)

The usage of furniture made of rattan, bamboo by the hands of Vietnamese craftsmen with Vietnamese cultural color will bring to the overseas Vietnamese the native feeling as if they are still living in the hometown, consolidating the feeling of living in a strange country This is a very important market that Xuan Lai targets to

2.4.2 USA and EU market

For customers who are not easy to please with strict requirements of designs and quality like customers in USA and EU market, the Enterprise has recruited a professional designing team and applied information technology to find the newest models matching the European styles The exported products to Europe and USA are usually salons, swings, book shelves, coffee tables, coat hangers, flower vases and etc., they are bamboo products carefully soaked and dried with

high duration, anti-insect feature and simple but luxurious yellow-brown color, suitably used as furniture of convalescent villas

2.4.3 Asian Market

Asian Customers like Japan, Taiwan, China, Philippine and so on are also important customers because these countries share some common cultural characteristics with Vietnam Like Vietnam, they are used to using some traditional bamboo products like bamboo tooth pitches, bamboo chopstick and bamboo houses and so on Xuan Lai is famous for bamboo and cane having large size products like tables and chairs, bamboo house, cupboards and shelves, daily used objects like bamboo paintings, cup pads, wooden clog Especially, the artistic bamboo fumigated paintings have the shining black without any paint

In this market, Vietnam will have to face China, the biggest competitor with higher technology and workmanship However, Chinese products usually have higher and produced by the industrial process, not by hand, so they are not unique as Xuan Lai Enterprise’s products

2.4.4 Detail analysis of Taiwan and Philippine market.

2.4.4.1 Taiwan market

+ Taiwan has various import market, so many kinds of Vietnamese commodities like ceramics, fruits, tea, wooden products, paper, rubber, garment and textile can be exported to Taiwan Export turn-over to Taiwan from Vietnam in 2010 was about 5 billion USD Especially, this market allows importing Enterprises to export these commodities to the third countries, especially for the processed goods

+ Taiwan Enterprises pay much attention to the well-prepared products from the packing to the decorative colors This is one of the weak points of Vietnam Enterprise

+ In Vietnam, there are about 10.000 Vietnamese brides Taiwan Enterprises usually visit Vietnam for business, so the Taiwan tourist to Vietnam is increasing more and more In addition, Taiwan people share some characteristics in term of culture and customs with Vietnamese This

is also the opportunity to advertise the Vietnamese product brands to Taiwan market through overseas Chinese and overseas Vietnamese

+ Annually, Taiwan usually holds exhibition fairs for the countries to introduce products Vietnamese Enterprises participate into these fairs to advertise their products through VCCI channels

+ Taiwan people are used to buying cheap products This is the advantage of Xuan Lai Enterprise when compete Chinese and countries of abundant material sources like Laos and Cambodia

+ Although the areas covered by forest in Taiwan is about 60 % of the total areas, the strict regulations of forest and environment protection and high labor cost are the limits of producing wooden products Therefore, Taiwan market gives many opportunities for the importers of cheap wooden and bamboo and rattan products from Vietnam and other countries (about 550,000 m3)

2.4.4.2 Philippine Market

+Philippine is a country with the population of about 90 million people, GDP is about 5,000 USD/ capita/ year, relatively higher than other countries in South East Asia

+ Philippines is a archipelago with tourist potential and a big market for the production section of high-class furniture production (for tourism and convalescent area)

+ However, because Vietnam is a country of multi ethnics and influences of American culture, the penetration into Philippines is not simple In the near future, Philippines is not the focused market of Xuan Lai

3 CURRENT SITUATION ANALYSIS (SWOT)

3.1 Strong Points

 Products:

o Rattan and bamboo products are usually of refined designs, expressing the cultural characteristics deeply

o The furniture and decorative objects from bamboo and rattan are designed with the stable combination of forms, long-lasting beautiful colors and the convenient usage of the products

o High expertise on Hand made: Xuan Lai village has been famous in the regional areas for the cultural products like armchairs, beds made of fumigated bamboo and cane For creating particular impression on each product, Xuan Lai craftsmen has been very creative when decorating the furniture by the Chinese words Dual Happiness (marriage); couple of doves or some flowers by the sophisticated bamboo skin crape technology Especially, in some recent year, Xuan Lai has