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

Marketing Management Kế hoạch Marketing đồ nội thất mây tre đan thị trường quốc tế Doanh nghiệp Xuân Lai “The marketing plan of rattan and bamboo handicraft products to the international market of Xuan Lai Enterprise” Marketing Management CONTENT GENERAL INTRODUCTION 1.1 General overview of export market of Vietnam wood, bamboo and rattan products 1.2 Approaches to the international market 1.3 Introduction of Xuan Lai company TARGET SEGMENT 2.1 Target Segment on Group of person .7 2.2 Target segment on Geographic: 2.3 Target segment on Consuming Habits: 2.4 Details analysis of Target segment 2.4.1 Overseas Vietnamese: 2.4.2 USA and EU market .8 2.4.3 Asian Market .9 2.4.4 Detail analysis of Taiwan and Philippine market CURRENT SITUATION ANALYSIS (SWOT) .10 3.1 Strong Points 10 3.2 Weak points 11 3.3 Opportunities 11 3.4 Risks .12 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 MARKETING MIX STRATEGY .13 5.1 Product strategy 13 5.2 Pricing Strategy 14 Marketing Management 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 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 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 FINANCIAL PLAN 18 BACKUP PLAN 19 9.1 SIGNALS OF FALURE .19 9.2 Alternate actions & strategy 19 10 CONCLUSION .19 Marketing Management 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 Marketing Management 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 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 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 Marketing Management 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 m 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 Marketing Management Some images captured in production unit of Xuan Lai Enterprise Manual production ( hand-made) 2.1 TARGET SEGMENT Target Segment on Group of person + 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 Marketing Management + Foreigners has the same cultural value, custom, and habits 2.2 Target segment on Geographic: + American + EU + Asia: Japan, China, Taiwan, and Philippines 2.3 Target segment on Consuming Habits: - 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 2.4.1 Details analysis of Target segment Overseas Vietnamese: Up to 2011, there are about 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 Marketing Management 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 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 Marketing Management + 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 m 3) 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 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 10 Marketing Management created a new mark on the Dong Ho painting by painting on the bamboo and cane layer using the unique fumigation art  Pricing: o Prices are much lower than those of other kinds of furniture o The labor cost is low , the laborers are agile, flexible, industrious, creative and proactive in working 3.2 Weak points  Products: o The furniture made of rattan and bamboo is easy to be attached by termite and worm, so the storage should be paid attention The display area should not be wet and humid o The process of drying, pressing, storing products of Xuan Lai is still conducted by hand, leading to the low usage value, uneven duration Many products were turned because of damage during the sea transportation This is one of the causes for the Xuan Lai’s reputation loss, requiring much thought of the Enterprise managers  History promotional activities o There are not enough marketing activities, the market analysis is still limited, not understanding the model trend, especially in the EU and USA market o Customers know Xuan Lai mainly through “oral culture”/”worth of mouth”, the Enterprise has not implemented the professional marketing programs yet  Production capacities: o Xuan Lai is a small Enterprise ( less than 100 laborers), so it is a big challenge if Xuan Lan wishes to penetrate into the world market or take the order of large value The laborers mostly work seasonally o The laborer’s workmanship is still limited The Enterprise has not organized professional and methodical training courses The training was mostly implemented by practicing o The capital investment is still limited, so the capital turn-over ability is not strong, leading to failure if taking large orders 11 Marketing Management 3.3 Opportunities  Consuming habits: o The domestic and Asian customers like to use products of highly ethnic characteristics like bamboo house, armchairs, bamboo tables and some daily used objects like Broad flat drying baskets; baskets; wooden clogs, hats and so on to decorate the living rooms or bed rooms o Customers in EU and USA like modern designs like beds of western style, salons, swings, book shelves, coffee tables, cupboards and small-size products like cup pads, clothes hangers, flower vases and bamboo paintings o Thanks to the good-quality materials, prices, diversified models of the combination between traditional features to the charming, modern features, matching the taste of all consumer groups  Legal environment: o Vietnam always create favorable conditions for the development of handicrafts section, o Not forced to conform to the laws and certificate system in USA and EU like natural wooden furniture 3.4 Risks  In addition to more advanced technology, there is a trend that people prefer other furniture made of leather, pressed wood, industrial wood and iron This risk has created full of hardship for the business of Xuan Lai The business of village has ever been degraded, nearly completely erased under the pressure of the commercial economy  The bamboo and rattan furniture have never been considered to be high-class furniture, so the Enterprise rarely received high-value orders  There is a lack of high-level management and artistic value verification in foreign markets  The competitive products in ASIA like products in China, Laos and Thailand also bear the particular styles, appearances and aesthetic value  In Taiwan market, the strong competitors from China are also causing difficulties because of the habit of purchasing local products of Chinese people 12 Marketing Management  The material source, bamboo forests are on the verge of being exhausted, pushing thousands of people to the unemployment, simultaneously affecting greatly to the export turn-over of the related country  The rattan industry in the Indochina region is facing the problem of decreasing the domestic rattan sources because of the unsustainable harvesting process  The material sources are bamboo forest which is going to be exhausted, pushing thousands of employees to the risk of unemployment, at the same time affecting greatly the export revenue of the related country  The rattan industry in the Indochina region is facing the problem of decreasing the domestic rattan sources because of the unsustainable harvesting process PLAN’S TARGETS (SMART) 4.1 Turn-over and profit target In the short term, or in the period of 2011, 2012, the company will focus on indirect export to the foreign buyers (importing companies) in Philippine and Taiwan, two Asian markets having the similar taste with Vietnam people toward the products The estimated growth rate in two years as followed: + In 2011:The turn-over will increase by 30% ( the profit target is not focused in this year because it is the period of finding market and distributors in the foreign countries) + In 2012: The turn-over will increase by 50%, the profit will increase by 30% compared with that of 2011 4.2 Market share target - Domestic market shares: Increase to get 15% at 2015 - International market shares: get 1% at 2015 4.3 Trading brand target The trading brand of Xuan Lai is recognized in the Taiwan and Philippine market The images of Xuan Lan furniture products create the comfort for the user with the slogan “ Xuan Lai- your own comfort” One notice when translating this slogan into local languages is that English is used in Philippine and Chinese is used in Taiwan; in addition, the translation should be paid attention carefully to avoid the misunderstanding and counter-effects under the shade of culture 13 Marketing Management MARKETING MIX STRATEGY 5.1 Product strategy i Product description: - Xuan Lai furniture products are various in types, diversified in models; promoting the creativeness of the production units They are studied for design according to the ideas of customers who want to have their own unique products These product mainly are: Bamboo house, armchair, tables, chairs, bed pads, etc., Bed of western style, salons, swings; book shelves, coffee table and cupboard, etc., Traditional painting on bamboo and cane layer Cup pads, coat hangers, flower vase, cup trays ii Description of the product differences - All of the products are made of natural materials like rattan, bamboo, Neohouzeaua and so on, so they are environmental friendly (favored by the European people) - All of the products are made manually by the clever, industrious and meticulous hands 5.2 Pricing Strategy - The products like bamboo house, armchairs, tables, chairs, bed pads, bed of Western style, salons, swings, book shelves, coffee tables, cup boards are sold with affordable for the people of medium income in the society - The prices are not higher than that of similar products in import market after production cost, export cost, discount for the distributors and so on 5.3 Promotional Strategy 5.3.1 Advertising message Slogan: “Xuan Lai- your own comfort” Bring to the customers the feeling of reliability and comfort when deciding to buy the products 5.3.2 Pull strategy Generate the demands for the consumers by the advertisement programs - Advertise on internet through the Enterprise’s website with impressive, cultural and meaningful design The website should transfer enough information which the customers need like the information of types, models, quantity, basic parameters of the products, features and utility 14 Marketing Management - Advertise on Google Adwords and Facebook CPC/CPM - Write PR articles on some electronic newspaper - Advertise through social networks - Use facebook to transfer information, advertisement through network friends - Advertise on Website, special magazines of tourism and aviation agents - Post the information of Xuan Lai Enterprise on the official website of VCCI, the Vietnam Wood and Forest products Association, Vietnam Handicraft Exporters Association, Vietnam tourism general office 5.3.3 Push Strategy - Build the discount mechanism for the distribution agents in the world based on the prices listed on the catalogues - Build sets of catalogues written in English so that the distributors can introduce to the customers 5.3.4 Distribution strategy Selling through the distribution agent system in foreign country is very important By advertising the products at international fairs, Xuan Lai hope to find the distributors of the largest furniture brands in the world The canvass and distribution will follow these following steps: In the first stage, Xuan Lai will send catalogs to the furniture companies to ask for contributing recommendations When already getting feedbacks and suggestions, Xuan Lai will pack some sample products and invite partners to Vietnam to visit the production line and shops in Vietnam If agreed by the customers, Xuan Lai will send some sample products to be displayed at the show rooms of the foreign partners When receiving orders from partners, Xuan Lai will produce according to the customer’s requirement The payment will be made by L/C THE ACTION PLAN 6.1 Design and deploy the products New types of products are encouraged to be made, combined with the existing traditional products of the co-operative to diversify the products range 15 Marketing Management 6.2 Make a plan of recruitment and training Establish a team with the function of designing software, advertising, online selling and prompt delivery 6.3 Advertisement program on internet Internet is used as the focused information channel of the online shop This is one of the tools helping Xuan Lai’s products approach the domestic market and the international market For building an online shop, Xuan Lai has to ask the support from experts on information technology and trade mark establishment in doing survey on the product situation, the Enterprise ability, business cultural value and business philosophy and the technical requirement to the website 6.4 Payment method Mainly by L/C 6.5 Collect and build up the customer database For regular contact and keeping the familiar customers who would buy the products frequently 6.6 Sale support - Freely handing the updated catalogs to the retailers - Reducing prices for the large-value contracts - Having discount and bonus mechanism for the immediate and distributors 6.7 Feedback receivers Receiving feedbacks from customers, ensuring the warranty and making good the random defects of the products EXECUTION ASSESMENT AND SUPERVISON 7.1 Supervising the execution process - Checking the execution process: time/ week and when problem arises + Giving solutions when having problems 7.2 Supervising the advertisement programs - Idea approval: The images and messages always highlight the strengths of the products and focus on the core value of products “ Xuan Lai rattan and bamboo” - Content approval - Advertisement duration, place and website approval 16 Marketing Management In which, the advertisement cost - Defining the advertisement cost above the turn-over for the product ranges ( total cost for each product range devises by the turn-over in dollars got from the product range or the selling staffs or the selling regions x100) - Defining the rate of advertisement cost of each product range above the total advertisement cost (advertisement cost of each product range devises by the total advertisement cost x 100) By filling in the table no.1 below, we can a Analyze the total advertisement cost compared with the turn-over and profit b Compare the execution of each product sale in each region or each market or each division c Compare the execution of each communication means Total Product A Product B 150,000 30,000 50,000 40,000 30,000 Printing 9,000 1,500 3,000 2,500 2,000 Radio 1,000 500 800 500 800 Television 5,000 1,000 1,500 1,500 1,000 Fair 4,000 600 1,400 1,200 800 PR 2,000 500 500 500 500 Online 4,500 500 1,500 1,500 500 Total cost $ 27,900 $ 6,800 The rate between 19% 23% Net turn-over Product C Product E Advertisement cost advertisement cost and turn-over Net profit The rate between $ 37,000 $10,500 75% 65% the advertisement cost and profit 17 Marketing Management Number of new customers 2,000 150 The advertisement cost for getting a new customer ( the advertisement cost devises by the number of new customers) Printing $4.5 $10 Radio $0.5 $3.3 Television $2.5 $13.3 Fairs $2 $4 PR $1 $3.3 The cost for $14 $45 getting a new customer Advertisement cost for 2011- 2012 - The above data express the cost of getting a new customer by using each mass media device supposing that the number of new customers is the same for every means However, in reality, it is not necessary to be the same For more exact calculation of the advertisement cost to get a new customer, a tracking system with advertisement tracking codes, stamps or tracking on the website the customers can access or refer when purchasing In addition, at the purchasing time, ask customers which advertisement they have known (or by the survey sheets filled in at the purchasing time) 7.3 Supervising the turn-over - Turn-over from direct or indirect channels - Turn-over from the report: daily report, weekly report, monthly report, quarterly report and annual report FINANCIAL PLAN Target turn-over: USD i Planned turn-over in the first months of 2011 Unit: USD Region/ or product ranges Product group A, January Februar March 30.000 y 40.000 60.000 April 50.000 May 65.000 June 70.000 B 18 Marketing Management Product group C, 50.000 50.000 65.000 70.000 70.000 80.000 E Total 80.000 90.000 125.000 130.000 135.000 150.000 5th 6th ii Planned turn-over in the period 2011 – 2012 Unit: USD Region/ or 1st 2nd 3rd product ranges Product group A, 4th quarter 250.000 quarter 260.000 quarter 270.000 quarter 280.000 quarter 290.000 quarter 300.000 Product group C, 180.000 190.000 200.000 210.000 220.000 230.000 E Total 430.000 450.000 470.000 490.000 510.000 530.000 B BACKUP PLAN 9.1 SIGNALS OF FALURE  The trade mark recognizing rate is not as expectation according to survey on customer ideas  The advertisement messages not transfer the different characteristics of the products according to the survey on customer ideas  The turn-over does not increase as expectation according to the reports  The turn-over is not as expectation according to the turn-over reports 9.2 Alternate actions & strategy  Product adjustment  Price adjustment  Advertisement content and image adjustment  Distribution channel and selling place adjustment  Discount mechanism  Increase or decrease of the number of selling points  Training and adjustment of selling staffs 19 Marketing Management 10 CONCLUSION Marketing plays an important role, contributing to the target of increasing the turnover for the production and trading of the Enterprise The implementation of the marketing plan to the international market is the right direction of Xuan Lai Enterprise (especially the markets of the region including Taiwan) The direction surely leads to the success and effectiveness to the company; confirming the trade brands of the company and contributing the promotion of the rattan and bamboo products of Vietnam to the world 20 ... the business of Xuan Lai The business of village has ever been degraded, nearly completely erased under the pressure of the commercial economy  The bamboo and rattan furniture have never been... 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... Generate the demands for the consumers by the advertisement programs - Advertise on internet through the Enterprise’s website with impressive, cultural and meaningful design The website should transfer