CHIẾN lược MARKETING của CÔNG TY TNHH THƯƠNG mại và nội THẤT NHÀ đẹp e

CHIẾN LƯỢC MARKETING CỦA CÔNG TY TNHH THƯƠNG MẠI VÀ NỘI THẤT NHÀ ĐẸP MARKETING STRATEGY OF Noi that Nha Dep TRADE AND HOME FURNISHINGS LTD Topic: “Production and sales of furniture to international markets” A Vietnamese company has produced furniture successfully but before remained focused on domestic market The company now wants to be internationalized and entered the global market The first objective is to establish markets in countries in the region, including the Philippines and Taiwan Topic: “Developing the marketing strategy in the period 2011-2012 at Noi that Nha Dep Trade and Home furnishings, Ltd Introduction  About Business: The company specializes in manufacturing and supplying branded furniture market in Vietnam with the well-known brand called furnished Houses The brand that began operations in 1999 from business furniture now has a Smart House with five showrooms in the South and the North It has the Headquarter located at Big C, 1st Floor, 222 Tran Duy Hung, Hanoi and a branch in the city Ho Chi Minh With the main business items are furniture and household goods, miscellaneous excentive goods and a variety of designs fit the style of Vietnamese people Furniture Smart House can turn your house into a modern living space and amenities The nice sofa, the warm and romantic bedroom or the dining room of simple convenience, all you can find in the Home Furnishings Besides the furniture, you can find that many interior products are also very nice and have facilities to enhance quality of life for families  Characteristics of products: the furniture products are made from natural wood combined with the timber industry, the company's products have characteristics derived from natural materials with beautiful design and diversification of types Business models, production: the company's business model is focused at the production factory in Hanoi and products are distributed through a nation-wide distribution system with Showroom located in the south and north, mainly in Hanoi and Ho Chi Minh They have a modern production line application of stringent quality standards combined with skill and dexterity skills of team skilled workers Marketing plan 1.1 Market analysis  The company’s Current markets: Current markets of the company is primarily domestic market ,accounting for 95%.the company has exported some goods to America to gradually develop a global brand, beforehand is in Asian country  Asian market: Interior market of the countries in Asia in general is potential in the Asia since now the economy is emerging as a dynamic and young region Along with the income of farmers increased, the purchasing the interior has increased every year since this is the main commodity for people Expected in the near future, this market is needed to fully exploit, create momentum branding and sales promotion on the global  Taiwan market:  Taiwan is a market with relatively small population ( 23 million people 2010), but Taiwan has the advantage of being a relatively developed industrial country in the region, along with a high national gross domestic product (GDP) in the regional (GDP in 2010 is 427 billion USD, equivalent to GDP / capita of $ 35,000) Total spending of the people is estimated to keep increasing due to higher income Furnishings will be of more interest and people consume more  On other hand because the commercial co-operation of Vietnam were concerned by the two governments through bilateral agreements, which were signed in 1993 and negotiated annually and significantly improved in which the staple of Vietnam for export to Taiwan market has favorable conditions for development this item  Taiwan is a country which is less dependent on the economies of many other countries in the region, especially China The economic independence also allows Taiwan to directly import the goods of Vietnam without intermediary companies, which would make items of furniture entering the Taiwan market more easily with higher business performance 1.2 Consumer preference :  Taiwan market: Since Catholics Taiwanese are mainly Buddhist, they have something in common with the Vietnamese in the way that home furnishings are preferred to be made of natural materials such as natural wood.Therefore, the natural wood product with nature oriented patterns will be of the consumers’ interest and are preferred But the Taiwanese belongs to the comsumer group who have highincome, conscious and intellectual, so branding should go hand in hand with promoting the products with high quality and aesthetic and fit with size of houses here In addition, the work also needs to be improved to suit the needs of this market  Philippines Market: Philippines are potential outlets for its large population (99,900,177 people 2010) with the proportion of young population accounts for the majority (60.6%), with average GDP level in relatively Southeast Asia ($ 3,500 / person 2010 and $ 3,300 / person 2009) This prediction is a promising market for the product to penetrate into the furniture market, while exports of furniture in the Philippines have increased every year but only a modest Along with the Vietnam joined the organization ASIAN including the Philippines, the trade promotion promote their products on the market was easier than the previous year, but the market still has a lot of term Philippines religious institutions are mostly Catholics (making up 80.9%), the daily habits and consumer market is different from Vietnam, so the consumer tastes of the Philippines also tend to follow the crowd, on the other cultures influenced by American culture as well as for markets as diverse in habits of consumers 2.3 Dealers Network:  Taiwan market: The company will contact you and set an official in the capital Taipei, which will then form a chain of supermarkets and showrooms as in Vietnam in some major cities of Taiwan Taiwan China, Tainan but the establishment of these agents also need to develop gradually as we will provide very high maintenance costs  Market the Philippines: The company will set up a representative office and the first showroom in the capital Manila, the entry into the market in two years requires perseverance and development network of agents, special focus on areas near the capital by the economic development of the Philippines is not uniform across regions 2.4 Support from professional providers:  Regarding the legal issue + Currently in the U.S., the agency management and business support Vietnam trade promotion in foreign markets is a Chamber of Commerce and Industry of Vietnam, the Company may require the agency to legal advice economic laws, such as export policies, the legal procedures in the exporting country as tax policy, disputes with rivals + Deployment tools early warning system of anti-dumping action against exports from Vietnam in Web pages or www.earlywarning.vn www.canhbaosom.vn of the Competition Management Department, Ministry of Industry and Commerce + The company needs to partner with law firm prestige of Vietnam's economy to be able to consult with their use as well as support for legal procedures when required + The cooperation with the managers of associations Vietnam furniture also serves as the support and direct management of the business through this company organization will have valuable experience and share information on legislation that would other companies have faced  In support of logistics: The business may require the support of government sponsored enterprises such as following the government's business delegation, aimed at the promotion of foreign markets, the group Credit preferential loans to promote exports  About design: + Design Product design: support from consulting a professional designer to design and fit with the characteristics of each market from which to select those products advertising company brand + Design Web site: Enterprises need to have at least one Web page to showcase your product promotion, with the assistance of a professional design and Web browsing with the idea of making a construction business building trust and corporate image with consumers, from which experts will have to maintain and renew the image of the company's products regularly 2.5 How to use the internet and social media to support the company’s strategy With strategy of branding company products using tools like Marketing:  E-marketing through the Internet + Internet saves minimum cost but provides much greater efficiency than other traditional advertising by mail Therefore on the basis of data on consumers, companies can send multiple e-mail simultaneously to millions of customers or use automated programs to send E-mail for each customer group or each client with the specific content for each group, but should select and send the interesting content to avoid disturbing psychological customers Especially with the markets of developed countries such as Taiwan and the Philippines, the development of emarketing has evolved from a long time, to capture the tastes of consumers avoid ads influenced by religion and ethnic + Links and thanks to the support of the online shopping site in the country through the reservation, online sales require the payment link via intermediaries among the company, carriers and consumers This is the form of capture and access to markets but need much more cost effective and at least get the top purchase to sell and promote products of the company, thereby gain trust from the consumer + Consumer Support: Support consumer after-sales method, for the Vietnam market as the economy entered the new market economy so that the psychology of consumers is buying and not care much that they gain the incentives from sellers However, with the developed markets like Taiwan and the Philippines, the first thing they care about is the sales policy after the sale Customers will benefit so beyond simple forms and answer questions from consumers, E-mail autoresponder, and updated information about the product the company needs to focus on the listing price of public policies The most competitive price is from the promotional products posted by vivid pictures on the Internet so consumers will feel secure and comfortable + Market Survey: Internet helps company research the market in an effective way to build a system through customer data updates This method will help the company to have cost saving, and high reliability as the company may be closely examined by various sources on the Internet + Tracking consumer behavior: The server on the Internet will allow companies to track every move of consumers in this market when consumers visit the company's network, through which the company will know: how long to be on-line? When open the site? Select and purchase which product? Web site opened with how many times, which is interest group? What is favorite color? How often choose the size, product design how… The information will allow the company to introduce products that perfectly suit the needs of individual consumers, to satisfy the needs of consumers Marketing through social media + To carry out the participation of bilateral economic forum for multilateral customers who can know the image of the company, then seek partners for business cooperation  Advertising on television and other media: Such as newspapers, magazines in the central and local radio in this market are also the useful methods because the media remains direct and more consumers are aware of and interested in However, this will increase the cost of advertising so the company should choose an appropriate time to advertise +Advertising company's image on public transportation and with densely populated, with vivid pictures, good impression of Vietnam, the Vietnam furniture associated with the slogan of the company This form of advertising is quite impressive and increases the curiosity of consumers + Links with prestigious tourism companies in the country, Hanoi Tourist, Toserco, Saigon Tourist Some tourism companies have the function of organizing international tours of Taiwan, the Philippines to promote brand through sponsoring, organizing tours to visit companies and stores, gifts, souvenirs It is good to associate the company's brand to the "ambassadors" to promote products, the company's good image with their country + Join other forums such as Face Book page to blog, the universal language of the host country (with Taiwan is Chinese, with the Philippines is English) to share experiences and tastes of each group of people with similar interests, thus creating public opinion 2.6 These difficulties can be anticipated in implementing the marketing strategy and how to solve these difficulties:  CHALLENGES IN DEVELOPING E-COMMERCE + Security and encryption + Low reliability and greater risks in e-commerce transactions + Lack of staff business level having international business and information technology + No business model of electronic commerce in accordance with each country + Cultural obstacles in the development of e-commerce + Subjects participating in e-commerce are limited in knowledge levels and high income + Requires companies to change the organizational structure and management methods appropriately + Risk comes from commercial fraud by the very high risk of counterfeiting + Connection speed Internet network in Vietnam today is not high, thus limiting the use of Internet consumers in the country + Laws in these coutries are different  How to deal with: Should combine with the central security control and encryption closely and update information systems in warning against dumping of exports from Vietnam at the site of the Vietnam Industrial and Commercial; cooperate with experts in the field of business and information technology ; training to sales team who have knowledge about international business as well as on information technology to practical use in a flexible way to meet the developmental needs; and comments from experts on international law in order to minimize the risk of fraud and commercial law in countries where the company wants to promote the brand to reduce the risks brought by the Electronic Marketing back; Also need to maintain at least one web page to promote the product in the exporting country to include several languages: English, Vietnamese and Mandarin, especially of those countries, with Taiwan as Chinese, Philippines as English…content is simple, scientific and easy to find with clear images taken with high-resolution machine; the products they advertise a product to represent and express the difference with other products to create an attraction and curiosity for consumers  CHALLENGE THE PROCESS OF MARKETING: - The difficulty in building world-class brands globally: that the business will be driven to build a global brand or a different brand to suit each country? - With the low cost of advertising e-Marketing thelevel of competition is more - Advertising through e-Marketing is always the duality since the bad side would cause psychological harm to the privacy of consumers, creating psychological unfriendly audience for advertisers - Other forms of advertising such as advertising on TV, radio newspapers it always comes with high advertising costs, so it is not an effective form to use for a long time  How to solve the problem: If possible the company may have more than one site in different countries to introduce diverse products of the company, this is the reason why P & G American used to address 134 different sites in different countries When the level of competition as high, which makes the company to change management mechanisms and policies? How about quality, design products to change the stars? What is the way of sale, payment methods? Distribution how to fit each market of each country, this is a healthy competition and thus promoting the business rose to a position in the market area  MARKET CHALLENGES AND COMPETITION FROM RIVALS: - Furniture market in Asian markets including Taiwan and the Philippines is the new potential market but currently modest, so companies not have much information, share experiences and strategic partners in markets this - Taiwan and the Philippines are 02 countries which have largest net export of furniture in the world market They are characterized by abundant labor resources, high cost of cheap labor and raw materials Wood natural abundance, diversity, so the products of these companies usually have high quality, good design and reasonable price This would be a difficult problem for outreach work promoting products on the market this field - The two markets with the rate of population by religion is Buddhism (Taiwan), Catholic (Philippines) will be affected so greatly on religion, race  How to deal with: The market is however difficult, it should take long-term plan for implementation and advertise products along with reasonable prices to average prices of these commodities in the market; promote to go along with the increase of labor productivity, lower production costs, changing patterns in order to target quality customers In addition the company should be directed to serve the object with high incomes and living in urban areas with high population, to make a difference compared to rivals that specializes in providing high quality products and natural origin It will enter the first step to promote the company's products to market more easily, creating momentum for operation and development to expand the market 2.7 Budget and costs With the perspective of a business management associated with the determination of efficiency, the company must have funds to implement development strategies in their marketing period 2011-2012 as follows: With plans to target that revenue in this market in 2011 is exported about 10,000 kinds of products including home furniture and office supplies, with an estimated average price of $ 1,000 / a kit; with the estimated net revenue from export is million USD in 2011 and in 2012 was million, total revenue projected in two years is 10 million USD With this development plan, estimated cost to implement the marketing plan is as follows: Unit: USD No Predicted costs Advertising The cost of after-sales service, promotion value 500.000 5%/ revenue 200.000 2%/ revenue 1%/ revenue Management( Labour, operation) 100.000 Web maintainance and design 30.000 Commission 200.000 Other transactions 50.000 Total marketing costs 1.080.000 Total predicted revenue 10.000.000 Cost 8.500.000 Total net interest 420.000 10 Note 2%/ total revenue 10,8%/ total revenue 85%/ revenue With these funds, the company will be expected to finance in the equity of the company with 60%, the remaining companies will seek funding through other forms of credit such as preferential lending rate of government or with funds raised by companies However the cost of advertising sales has efficiency in the long run when the company enters the market, so companies need to have to take a long funding limit for this plan so the most loans to credit institutions can control its ability to repay 2.8 The theoretical issues in the curriculum content of Kotler: Through the content of textbooks written by Kotler, we find the following content of the curriculum useful and consistent with the Southeast Asian countries: - Kotler's textbook highlights the development of marketing to try to achieve brand go global, this is the value that any company would like but not easy, Giáo trình Kotler nêu rõ việc phát triển Marketing phải cố gắng đạt thương hiệu vươn toàn cầu, giá trị mà công ty muốn dễ làm especially with the business culture of Southeast Asia which are usually run benefits and short-term value, mainly focusing too much on the domestic market is so easy to market more quickly and efficiently So in order to develop their brand image, the Southeast Asian countries should focus on stepping up promotion of its products to international markets from which to promote export to foreign countries to increase market share and resources revenue for the company, maximizing profits - Kotler has written curriculum content and methods to create a variety of distribution channels, this is very consistent with the cultures of Southeast Asia because most companies in Southeast Asia are often thought focused on production without establishing distribution channels or distribution channels are poor Therefore, this will lead to business being slow and the company produces new market struggling to find leads to company capital accumulation and easy to stand on the verge of bankruptcy 2.9 CONCLUSION: Developing Marketing strategy during 2011-2012 in the furniture market in the region including Taiwan and the Philippines market is a long-term development plan in the plan for brand developing into the world market Therefore, this should be the management with offices function together to perform, when the domestic market, domestic companies have become more stable, the implementation plan developed to market the area would be a prerequisite to determine whether the development of the company The implementation of marketing strategies is the principle of caution, but to know the shutter time when the economies of the region have much disturbance in the order, the dynamic and young will be the keys to access this potential market So this will also fit the core value of the company brand as the "Home Furnishings" and is always nice in the eyes of consumers And more than that, we strongly believe with the Marketing stratery and the confidential of the company leader, the creative of all the employees, Noi that Nha Dep will be successful in the Taiwant and Phillipines markets as the local market  ... developed to market the area would be a prerequisite to determine whether the development of the company The implementation of marketing strategies is the principle of caution, but to know the... in implementing the marketing strategy and how to solve these difficulties:  CHALLENGES IN DEVELOPING E- COMMERCE + Security and encryption + Low reliability and greater risks in e- commerce transactions... into the world market Therefore, this should be the management with offices function together to perform, when the domestic market, domestic companies have become more stable, the implementation