xây dựng kế hoạch phát triển kinh doanh sản phẩm online đồ thủ công mỹ nghệ ra thị trường quốc tế e

Xây dựng kế hoạch phát triển kinh doanh sản phẩm Online đồ thủ công mỹ nghệ thị trường Quốc tế Part I: Market Research I Vietnam Tourism: Vietnam gathers full of factors to enhance tourism to become a spearhead economy With the potential of diversified tourism, Vietnam is the famous destination in the world In 2008, Vietnam welcomed 4,218 foreign visitors, this figure in 2009 was at 3,8 million tourists, decreasing 11% compared to the previous year Tourism revenue of Vietnam reached from 68,000 billion dong to 70,000 billion dong in 2009 According to figures of early months in 2011 from the General Statistic office of Vietnam, international visitors to Vietnam achieved over 2,5 million passengers, increasing 18 % in comparison with the same period last year, reaching 47% of the plan in 2011 In which the number of tourists in purpose of travelling is approximate 1,5 million, going up to 10,2%; one in purpose of business is 418,9 thousand, dropping 0,8%; 442,4 thousand people for visiting relatives, rising 81,4% The number of tourists to Vietnam from some countries and territories in the world rose compared to the same period last year Some of which are: China with 546,9 thousand visitors (increase 49,6%); Korea with 222,4 thousand visitors (increase 2,5%); Japan with 204,2 thousand visitors (increase 12,8%)… The amount of guests from the U.S, Cambodia, Taiwan, Malaysia, France, and Australia…has a dramatic rise According to prediction of Vietnam National Administration of Tourism, Vietnam tourism will attract 7-8 million international visitors, 32-35 million domestic tourists in 2015 and 11-12 million international visitors, 45-48 million domestic tourists in 2020 Revenue will reach 18-19 billion USD in 2020, contributing 8% GDP Fig 2: International Visitors to Vietnam in 2010 compared to 2009 (Source: gos.gov.vn) II Vietnam souvenir products: There are many souvenir shops for tourists in the old towns However, finding/looking for some things which are beautiful and have the feature of Hanoi culture is so difficult That is why few tourists come to Vietnam while many handicraft villages of Hanoi face many difficulties because of no output Coming to Hanoi, tourists, esp foreign tourists are always attracted by the old towns This area is also a paradise of souvenir Many products of traditional craft villages are displayed around towns, chiefly in area/streets which has/have many hotels for foreigners, such as Dao Duy Tu st, Hang Buom st, Hang Bac st, Hang Gai st, Hang Trong st, etc…Lacquer furniture, bamboo products, ceramics, embroidery…are very popular here However, to choose/choosing one thing special and (its appearance) specifically reflects Vietnam culture is not easy In fact, tourists are interested in buying some souvenir to memorize their trip They also are fascinated with Vietnam’s handicraft products However, when a lot of tourists visit a series of handicraft store in Hanoi, they mainly window-shop here The souvenir in Hanoi market can be divided into types: for using and for displaying In the first type, quality and design of items for using are concerned Many kinds of embroidered bags and silk shirts are a typical example There are a lot of silk products but theirs design is miserable In addition, they are not resistant Therefore, after washing some times, they become fading T-shirts with Vietnam’s flag and with slogans “I love Vietnam”, “I love Pho”…have low quality In the second type, tourists don’t regret paying much money for displaying beautiful items but many people are disappointed with these items Japanese visitors are fascinated with lacquer furniture However, lacquer furniture is used primarily in low-quality paint, so many Japanese reject such items According to most reviews, foreign tourists are interested in buying the handicraft items as gifts but taste of tourists from each country is different However, because the producers don’t have a thorough grasp of needs and tastes of each customer group, no products is suitable Therefore, they just window-shop without buying Demand on art products for tourism is different from normal products For example, one of the typical items for Vietnam culture is a wooden statue which shaped a girl with a traditional conical hat and long-silk was displayed at many souvenir shops but these statues weren’t consumed much This is because they are so…bulky Similarly, water puppets which are the feature of Vietnam culture are notable but tourists only stop to take a photo The producers did not think about the factor when having a long trip, tourists must bring their personal items It is very inconvenient for them to carry the bulky and fragile souvenirs Thus, choosing a few items was difficult, not to mention the fact that they buy some items as gifts for friends During the ceremony of announcing the stimulus tourism plan in 2010, Director of Tourism (VNAT), Vu The Binh, gave a sad figure on spending for the procurement of international visitors: In the total cost for a trip to Vietnam, visitors only reserved from 10 to 15% for purchase costs This figure in Thailand fluctuated around 50-55% Besides, the average expenditure per tourist who arrives in Vietnam is lower than other countries in the region Unattractive souvenirs are one of those causes Part II: Company introduction I About company:  Name: Paint My Vietnam  Product: Self-painted oil painting  Contact: Ly Thuong Kiet St., Hoan Kiem Dist., Hanoi, Vietnam  Tel: (+84) 912919991  Bank Account: o Account name: Dương Hà My o Account number: 0011001703474 o Vietcombank – Head Office 198 Tran Quang Khai St, Hoan Kiem Dist, Hanoi  Email: paintmyvietnam@gmail.com  Website: www.paintmyvietnam.com II Business lines and Product: Business Ideas: Everybody often thinks that painting is only for people who are skilled and talented Now, it’s not true Because of the science and technology development, everything is possible A product named “Paint by number” which has released from the US recently is one of various examples The famous artistic works by modern technology have been "digitized" their color and you can draw by using that numbers An oil-painting work includes 39 colors which are remarked on the paintings, printed in the canvas blearly and prepared 39 boxes corresponding color And the remaining tasks is taking the brush (also supplied with the product) and painting the picture easily and accurately Now everybody can own the famous works with the feature of Vietnam as the painting "Girl on the lily" of the artist To Ngoc Van or the famous painting “Street” of the artist Bui Xuan Phai However, these paintings are made by themselves to decorate their houses or become a unique gift for relatives and friends By assessing the souvenirs market of Vietnam, we realize that the gift market basically hasn’t had diverse products Furthermore, in analyzing of tastes of customers, for example in Europe, the art is rooted in them, they like the products with the cultural depth Japanese people prefer the natural products, crafts because they have a bustling life in most of large cities, they not have time to make products by hand American people usually prefer these useful products Thus, we bring our own idea of self-painted oil painting Our products are aimed at landscapes self-painted oil painting and Vietnamese people, daily scenes, the typical flowers, or the works of famous artists in Vietnam This is not a new technology in the world, yet has not been applied in Vietnam Market has also digitized paintings so, however, theirs content is just about the worldfamous paintings, objects or landscapes Digitizing paintings which have full of Vietnamese’s style, on the one hand, contributed the souvenir market to a handy and light product which can be stored in the briefcase On the other hand, it also helps us to have a relaxing moment by drawing and have time to recall ourselves to paint that lovely gift from Vietnam Products: Our products are aimed at landscapes self-painted oil painting and Vietnamese people, daily scenes, the typical flowers, or the works of famous artists in Vietnam Digitizing paintings are the works to be digitized and printed on translucent fabric under the symbol chart form, suite of products including the frame, quill, colour box Part III: Marketing Strategy: I Competitors Analysis: The product Sources Sales China Internet from China Product Price Note Only models 100.000 – There are no typical by genre 700.000 VNĐ, patternsin Vietnam paintings of depending on size Poor colour quality flower, landscape, the world famous paintings The fake painting Vietnam The store in Copy picture 500.000 – Nguyen Thai from the world 5.000.000 VNĐ, Hoc St or vietnamese depending on Trang Tien painting quality and subje, St, … II … Market segmentation and Target market Market segmentation Diversified products Product is not finely China’s growing market share of commodities in low-level segment and the average level 70% of handicrafts and decorative low level in Vietnam is a market of China, and 40% similar products crafts and ornaments found in the segment average are China product Because of Chinese goods in low - average segments are very competitive; it is difficult for Vietnam's goods competitive Focus on developing niche high and senior high will bring competitive advantage much better, although the number of sales may not be high Target market The first time will target in Hanoi market Reason: • Number of tourists in Hanoi very large • Demand of home decoration in Hanoi began to rise in recent years Market size: • Large number of tourists Potential, reason: • Expenses for decorative purpose increased III SWOT: • The price level for Chinese products • Good Quanlity • Product-specific Vietnam carring the symbol of culture Vietnam Strengths • Appearing first in • • Only the products Weaknesses No sale experience and good service Vietnam • No advertising, promotion overall Opportunities • Large mumber of tourists • Many Chinese products • The demand for sovenirs, • The products from decorations increase China, competitive price and quality is slowly Threats • Contributing to the improving diversity of symbolic souvenirs of Vietnam • Appearance of the products copied IV Marketing Objectives and strategies Marketing objectives:  Bring products to market penetration  Make a breakthrough in the aesthetic perception of customers about the product line is drawn oil painting  Successful product positioning in the customers mind Marketing strategies: a Categories: Subjects Landcapes, flower, Vietnamese lady, Raw products Size Picture 10x15cm; 20x30cm; 30x40cm; Complete picture The product is carefully boxed, beautiful packaging Suite of products including the frame (painting cloth material was covered recess, but if the tourists can take off the frame) + quill + oil paint box b Price Price is based on the calculation of raw marterials, labor, tax, other expenses, … 1) Size : 10 x 15 (frame + easel): 59.000 VNĐ 2) 20 x 20 (frame) : 145.000 VNĐ 3) 20 x 30(frame) : 204.000 VNĐ 4) 30x30(frame) : 232.000 VNĐ 5) 30 x 40 (frame): 291.000 VNĐ 6) 40 x 40 (frame): 336.000 VNĐ 7) 40 x50 (frame): 376.000 VNĐ 8) 40 x 120 cm (no frame) : 480.000 VNĐ 9) 30 x 50 cm : 330.000 VNĐ 10)50 x 80 cm (frame): 560.000 VNĐ 11)60 x 60 cm (frame): 520.000 VNĐ 12)60 x 80 cm (frame): 628.000 VNĐ 13)60 x 90 cm (frame): 653.000 VNĐ 14)60 x 120 cm (no frame) : 750.000 VNĐ Price does not include freight In the first time will consider free shipping to customers c Distribution policy: Distributed by the website Build a website introducing the company product: www.paintmyvietnam.com Website content: A Home  Introduction self-painted oil painting  Painting instructions (use multiple image for instruction) B About us  History (Business Ideas)  Distribution channels C Product  Source  Products: • Raw painting (use vivid images) • Pictures D Payment method and Shipping E Contact F Customer support:  Answes customer question through email, telephone  Having tried products to customers  Customer support if the product is damaged, not use colored paper, fabric color fading,  Guide customers to use products  Support if customers want to see the direct product The purpose of the Website:  The Channel helpful information about the product: Provides detailed information on sample pictures, product pictures, origin  A tool to make Internet advertising  Update and announce new products, or price  The tools of electronic commerce d Other forms of promotion and business support: Advertising  Advertising on Internet • In the Website Search: such www.google.com, www.yahoo.com • In other website: Registration for membership of tourism website, the website promote the Vietnamese culture, the website introduces a sovernir gift, forum for Vietnam overseas people, website for furniture decoration…  Magazine advertising: Heritage8 Newspapers, magazines, travel Sales promotion  Sales through the website  Sales through the domestic and international forums  Signed shipper in the sovernir shop (with separate pricing for the sign shop to send)  Display products in store  Ways to stimulate customers:  10% discount for the first product  Free tensile frame and framed for customer (for small size)  Gifts giving customers buy large quantities PR:  Participate actively in local cultural events, exhibitions and fairs  Funded programs, community volunteers are numerous people to know  ... promote the Vietnamese culture, the website introduces a sovernir gift, forum for Vietnam overseas people, website for furniture decoration…  Magazine advertising: Heritage8 Newspapers, magazines,... them, they like the products with the cultural depth Japanese people prefer the natural products, crafts because they have a bustling life in most of large cities, they not have time to make... in Hanoi began to rise in recent years Market size: • Large number of tourists Potential, reason: • Expenses for decorative purpose increased III SWOT: • The price level for Chinese products