xây dựng gian hàng trực tuyến bán đồ lưu niệm QUÀ TẶNG văn hóa VIỆT v

Xây dựng gian hàng trực tuyến bán đồ lưu niệm QUÀ TẶNG VĂN HÓA VIỆT Content: Part I: General introduction Introduction of online shop Name of online shop : VIETNAM CULTURAL GIFT Address : Viet Hung new metropolitan area – Long Bien – Hanoi Telephone : (04) 6524255 Fax : (04) 6524256 Email : info@vietnamculturalgifts.com.vn Website : www.vietnamculturalgifts.com.vn Handicraft and souvenir are used for life and as present or in order to remind us of someone, some place or some event (history of country, trip,…) Online shop “Vietnam cultural gift” is aim to bring the Customer: - Present with enough Vietnam cultural significance and high quality - Meet the variable requirement of Customer regarding to quality as well as model - With a great amount of young and active staffs which are good at speciality, creative, talent, trained professionally, business staffs always consider customer interest as guiding principle of operation 10 In our opinion: Product quality + Reasonable price + Good service = satisfaction of Customer Moreover it is our effort and attempt Our message “With all respect! We are grateful to bring the Customer best product” With our Vietnam cultural gift, Customer will be content with product quality and our service Business products, supply products Vietnam souvenir and handicraft are very diversified Each product has the individuality and nuances of each region of the country, with bold cultural identity and souls of the people of Vietnam, showing high fine art Each product is an artistic work which has also using value and aesthetic value It is decorative thing in house, in office All products are combination between sophisticated manual method and art creation This product not only has using value but also promote process of cultural exchange between nations Souvenir and handicraft are divided into the following groups: - Souvenir group: Glass, crystal - Souvenir group: Silk, hand embroidery, brocade - Handicraft souvenir: Wood, rattan, Bat Trang ceramics - Picture souvenir: Dong Ho painting, sand painting, lacquer painting - Souvenir in food group: Speciality confectionery, specialty tea, fruit Model of business and production - Goods is sold online on the Internet Then the customer can read and view the detailed information about products, services, information about business on the most convenient way in order to improve payment through internet of customer 10 - Products are connected through manufacturer of handicraft and souvenir, craftsman Part II: Marketing plan Market analysis and study 1.1 Market of souvenir and handicraft in Vietnam Vietnam is a country in South East Asia with population of 80 millions people and thousands year of national history During process of opening market, Vietnam already adhered in ASEAN, AFTA organization and became one member of World Trade organization Vietnam already integrated with economy in the world and in the area and became wellknown sightseeing destination According to statistics of tourism, our country welcome 3,8 – millions turns of foreign tourist each year Amount of Vietnamese people living and working in many countries has been increasing Amount of Vietnamese tourists who travel inside country also increases quickly Demand of Vietnam high quality souvenir and handicraft becomes very necessary However, souvenir and handicraft market is still poor, kind of product is simple, model is not new and impressive, product quality doesn’t meet requirement, price of product is not homogeneous and especially, product has not had specific characteristic, … Production of souvenir and handicraft is not professional and creative and not received concern System of showroom and distributor still meets a lot of difficulty, it is very unprofessional from logistic step to delivery step as well as payment process Therefore, market analysis must be implemented seriously and carefully 1.2 Market segment Major criteria of market segment: 10 Market segment Market segment According to According to geographic geographic principle principle Nation Nation Life Life style style According to According to psychological principle psychological principle Personality Personality Nation Nation According to According to demographic principle demographic principle Income Income Knowledge Knowledge Nation Nation TABLE OF MARKET SEGMENT CRITERIA - According to geographic principle + Using national variable: the target market focuses on the countries such as Japan, France, Russia, U.S., Canada, UK, Germany, Australia, where currently there are many tourists visiting Vietnam and many Vietnamese people living, working or studying - According to psychological principle + Using lifestyle variable: Target market focuses on people have relatively modern lifestyle or often use Internet Getting in touch with modern lifestyle, these people will have a habit of considering gift as a part of everyday life, therefore, demand of giving presents will be higher + Using personality variable: Target market focuses on people who like travelling, want to maintain the interest and contact with relatives and friends - According to demographic principle + Using age variable: Target market focuses on people who are from 17 to 40 years old 10 + Using income variable: target market focuses on people who have high income because these people will often travel and be ready to buy souvenir and pay for courier service + Using education variables: target market focuses on people who like art collections, crafts, have a university degree, so these people have more opportunities to interact with Internet, online services + Using nation variables: target market focuses on Vietnamese people who are living, working and studying in foreign countries 1.3 Demand of market Most important customer of our shop is foreign tourists visiting Vietnam, Vietnamese people living, working or studying in foreign countries or art collectors This group often concern with: - High quality and good model of handicraft and souvenir - The diversity of the gifts which bring Vietnam culture and style - The ability of accessing service easily, Website is designed with straightforward structure, diversified information, simple guidelines that facilitate at maximum client in finding and ordering gifts and payments - Service of logistic, delivery, gift transfer with fast transition time, reasonable price 1.4 Choose target market: Survey objects are foreign tourist in Vietnam Make the survey with the number of 100 participants, all of which are tourists visiting Vietnam, Vietnamese people who are living, working and studying abroad We give them questionnaire with content such as hobby of travel, hobby of buying souvenir and handicraft, wish of gift … Based on result of market segment and idea survey with 100 people, our shop define target as below: Our target market focuses on foreign tourists who are working in Vietnam, Vietnamese people are living, working and studying in foreign 10 countries and collectors who are keen on Vietnamese traditional culture and art This market is selected as target market therefore it can meet the following requirements: - Consumers who have the same demand of souvenir, handicraft and service - Ensure target of turnover, profit - Potential market - The market penetration is not too difficult 1.5 Analysis SWOT  Advantage - Diversified gift, handicraft includes high quality product in Vietnam Gifts of our shop bring customer diversity and abundance more than other online business Website - Handicraft and souvenir is not only an aspect of life, it is also an aspect of culture - Handicraft and souvenir contribute to promote image of Vietnam people, culture and country - Characteristic: provide gift design service as requirement of customer Scope of ordering gift design as requirement is relatively great, from unique clothing (bag, wool scarf, wool hat shirt ), business cards, ceramics, decorative furniture - Fast and simple payment service, fast delivery and quality assurance - Transfer fee is much lower than the other courier services  Disadvantage - One part of potential customer are still in doubt about the safety of online payments Up to 25% of people participated in the survey said that they would not buy via internet because of the risks related to online payments 10 - Efficiency in the business of stores is dependent on gifts sources at market, while sources are capable of suffering from high fluctuation - Goods source is difficult to homogeneous , there has not been chance to create confidence in quality, especially brands of Vietnam product are not appreciated on the world market  - Obtaining the normal shops in Vietnam as well as shopping centre of souvenirs and crafts - Obtaining the gift distribution market from foreign countries to Vietnam and our shop is known as the first company which provides full service, delivery and gift design - E-commerce develops strongly that cause the services demand increase  Risk - Habit of using service and selecting gift of customers can also affect the level of acceptance of new services - Differences of gift culture among countries, for example, in Vietnam, some gifts are accepted in Vietnam, but forbidden to many people who have lived long abroad, who were deeply influenced by indigenous cultures 1.6 Domestic and foreign competition Some domestic companies had been developing this business model so well as Hoa Xinh company, Vietnamese Gift company,… But the company also has weaknesses and shortcomings as high cost, less product and not professional In the world, there are many professional companies, online stores, however they also have disadvantages, for example they have not understood clearly Vietnam culture and law 1.7 Factors of success 10 Basic factors determining the success of online stores is satisfaction of customer It is the ability to minimize the distance between traditional delivery and modern, it is online information systems In order to promote the competitiveness, their companies need to diversify the types of gifts, ensure quality and reputation of products, usability of the service, to promote gift design as well as highlight handicrafts, souvenirs which show the special and unique cultural identity of Vietnam to meet the needs of customers HIGH QUALITY HIGH QUALITY GIFT AND GIFT AND HADICRAFTS HADICRAFTS REPUTATION AND REPUTATION AND MANOEUVRABILITY MANOEUVRABILITY SATISFACTION SATISFACTION OF CUSTOMER OF CUSTOMER PRESENT DESIGN PRESENT DESIGN TABLE OF FACTORS WHICH MAKE SATISFACTION OF CUSOMER Moreover criteria for customer satisfaction is also measured by specific works Since then it’s able to define desire and requirements of customers as well as further confirm the reputation of thorough working of customer Additional website will be connected to the home page to exchange with customers about service quality of stores The observer and replier to services may be the recipient of the gift or gift order They will have an objective answer for the present (the recipient) and the expected product (the sender) to show that 10 they were satisfied with the core product or not From here the store can find strategies to improve service quality as well as direction for the next time, especially when the store wants to expand business scope Perhaps this is one of the success factors that stores can get in comparison with other companies Because understanding and satisfaction of customer needs are always parallel and close together Marketing strategy 2.1 Marketing target Marketing target of our shop includes:  Introduce our service, provide gifts and handicrafts  Encourage target market to use our service in order to support our shop in providing, transferring and designing gift via Internet  Persuade Customer about product quality  Absolutely control gift design  Increase market share each year 2.2 Financial target  Repossess capital, begin to have profit after second year  Control all financial resources 2.3 Marketing Mix Marketing mix strategy mainly concentrates on 04 major factors * Product strategy * Right promotion strategy price * Price strategy Promotion Marketing * Place strategy Mix Solving exactly 04 above problems will help shop Co-ordination have suitable marketing mix policy * Product strategy Place Products MARKETING MIX 10 - Product is designed in detail to meet requirement of customer From model, function, quality, endurance, each one has a specific character… - Supply resource of product: Establish relation with manufacturers, doing business of high quality product Handicrafts are connected with famous artists - Customers buy product and give feedback to shop as following model: 1.System of demand study Customers receive present and give feedback to website Distribute product to receivers 2.Establish stable supply ILLUSTRATION DIAGRAM OF A PRODUCT CYCLE Consolidation as required Create a website to introduce product 10 Accept sales order and classify 4.Customers know product via website 5.Customers fill order and implement payment With this cycle, shop can create a private trade mark which not only for service of shop but also have typical product with high quality for shop * Price strategy Content and determination step of best price can be summarized with as following model: DEFINE TARGET DEFINE TARGET DEFINE COST DEFINE COST FORECAST SALES FORECAST SALES DEFINE COMPETITIVE PRICE DEFINE COMPETITIVE PRICE SUMMARY MODEL OF STEPS WHICH DECIDE BEST PRICE Shop will apply two followingDETERMIND price policy OPTIMUM such as: PRICE DETERMIND OPTIMUM PRICE 10 - Market – skimming pricing policy: Is assessed higher than value at market, applying to new products and having national cultural significance to affirm Vietnam cultural identity - the group of craft products manufactured by the artist - Penetration pricing policy: Price of product is low from the beginning to help product have great market share immediately * Distribution strategy is online sale via website - Online sale via website – Delivery to Customer through post office system - Online sale via website – Delivery to Travel agency through post office system - Online sale via website – Delivery to shop and supermarket which sell souvenir and handicrafts through post office system - Sale by marketing staff to souvenir shop at the destinations which attract a lot of tourist * Marketing strategy Basic purpose of Marketing on internet is aim to attract a great number of customer, potential customers who can visit website and promote shop Because it is model of business on internet, the most effective way is advertising on internet In order to attract customer, shop will create a website for shop, website is designed scientifically, impressively, using animation, flash technique, website must have Vietnam culture and style, traditional symbol and image, … Therefore, shop must create a professional website With the advertising message of product as: Create a slogan, show the difference and speciality of product Necessary information about product such as service, sales, delivery, simple and effective payment method, promotion program must be provided on website,…Information should be arranged reasonably, scientifically in order to save searching time of customer After having advertising message, shop will apply pull strategy in order to create demand from Customers through advertising program as: - Advertising on internet through online shops - Advertising on website of famous travel agencies or airlines - Advertising to travel agencies, airports, destination through brochures 10 - Advertising through email - Advertising in souvenir shops - Advertising on newspapers, magazines which are famous with foreign customers - Advertising on websites which are accessed by Vietnamese people who are living, studying and working in foreign countries Some typical websites are: www.vnexpress.com, www.ttvnonline.com, www.fpt.vn After advertising on every ways, shop will promote business by applying push strategy as: - Discount for souvenir shops - Discount for travel companies which are famous for selling to customers - Applying promotion programs of exchanging point for gift - Implementing promotion programs such as special gifts of week, month, year, birday of shop or historical event of country - Choose lucky customer This customer will sent to their hands a valuable gift Acting program (summary) - Design and develop product - Recruitment, assignment and training of online and direct sales staff - Development of advertising program - Development of selling - Evaluation and supervision of implementation - Financial plan: Turnover, statement of loss and profit, financial information - Provision plan: Signal of failure, replacement strategy Part III: Conclusion Vietnam has a great and potential market of high quality handicraft and souvenir Combination with online sale for potential customer will help “Vietnam cultural gift” shop develop and build a good brand in Vietnam market and in the world Through handicrafts and souvenir bought in Vietnam cultural gift shop, image of Vietnam country, people, history and culture will be well-known and respected by people in the world 10 ... have a university degree, so these people have more opportunities to interact with Internet, online services + Using nation variables: target market focuses on Vietnamese people who are living,... are tourists visiting Vietnam, Vietnamese people who are living, working and studying abroad We give them questionnaire with content such as hobby of travel, hobby of buying souvenir and handicraft,... of famous travel agencies or airlines - Advertising to travel agencies, airports, destination through brochures 10 - Advertising through email - Advertising in souvenir shops - Advertising on