kế hoạch marketing sản phẩm đồ tranh thêu tay cao cấp ONLINE+ e

Kế hoạch marketing sản phẩm đồ tranh thêu tay cao cấp ONLINE General introduction In the recent years, Vietnam has opened, integrated into the world The “door open” policy is the bridge that globally connects people to Vietnam and promotes Vietnam Enterprises to broaden the business fields internationally Through my research, I have known that tourists to Vietnam are very keen on handicrafts especially handy embroidered picture because this is the cultural and spiritual gift On the other hand, for international friends, this souvenir strengthens the friendship and culture exchange among countries Grasping this chance, we have established an Enterprise specializing in producing Tinh Hoa high quality embroidered pictures making better than you have” with slogan “ We are In Vietnam, there are many well-known Enterprises specializing in producing embroidered pictures and Tinh Hoa is a famous Enterprise for supplying 100% handmade high quality embroidered pictures used for decoration and as presents Makers of embroidered pictures are skilled and trained carefully The products are beautiful, creative with long duration and competitive price In addition to embroidered pictures as main products, our Enterprise provides other souvenirs made from sea shells and so on Tinh Hoa high quality embroidered picture are artistic pictures with beautiful models, sophisticated and sharp embroider lines The value of Vietnam long history of Vietnam lies deep inside the embroidered lines of the clever hands Each handy artistic picture brings the spiritual and cultural value to all Vietnamese and foreign counterparts in the worlds Tinh Hoa high quality embroidered pictures are guaranteed for quality and models of the products Not only the time of delivery to customers, but also all of the strict requirements of customers are guaranteed Tinh Hoa’s main services: - Consult, design model for each product as required by the customers; - Supply high quality products for individuals, domestic and international Enterprises; - Hold training courses for domestic and international organizations, individuals; - Export online Marketing plan  2.1 Market analysis Today, in the world, especially in developed countries, the living standard is increasing, apart from necessary demands like foods, clothes; tourism is one of the life demands In Vietnam, catching up with other countries in the worlds in all aspects like economy, society and culture is the long process with much effort In the recent years, Vietnam has been known by foreign people through the potential tourism market They come to Vietnam to visit Halong bay with magnificent caves, Dong Van stone plateau lying long along the mountain slopes of the North East area, Sapa with fresh air and colour of ethnic minority groups I think that we can start from approaching the market for further business development For Vietnamese, the meticulousness and the industriousness are natural characteristics These characteristics are father of the sophisticated products by clever hands in all areas like Phu Vinh bamboo and rattan in Phu Nghia village famous for 400 years, Phu Khe handicraft village in Phu Khe village, Tu Son district known as the cradle of wood carved products These artistic products are liked by many foreigners; However, according to the survey, their most favourite products are embroidered pictures because of the picture’s sophistication, the cultural depth and ethnic spirit expressio! which are out of surprise For this reason, the Enterprise has invested to develop this product as the target product Based on the Enterprise’s strength, the high quality embroidered pictures have been exported to other countries in the world Handy embroidered pictures are exported based on advantage of skilled workforce Through investment in market development, model diversifying to match the customer’s taste, the Enterprise’s products are sold well Up to now, Tinh Hoa embroidered picture market has been widen to all areas of Vietnam and other countries Vietnam is a country with hundreds of handicraft villages with thousands of traditional handicraft products Together with maintenance of national cultural value, Tinh Hoa craftmen are practically enriching the country The Enterprise aims at pushing the production for meeting the various domestic demands as well as export demand In addition, the products of handicraft villages are changed steps by steps to cope up with the difficulties and challenges of the markets in term of labour’s experiences and skills, materials for product’s highest standards and the competitiveness with other countries also having strength of handicrafts On the other hand, our handicraft villages also are facing difficulties like the decrease of craftsmen number, the affection of application of industrial technology on the traditional handy production process So, for enlarging the production and promoting the export, traditional handicraft villages meet many disadvantages There is a hard financial problem for production units: manual production will conserve the cultural value of the product, but much time consumption, low profit Less output when applying handy production will lead to lower economical value compared with applying mass production using modern technology; However, using modern technology will lose the traditional culture of the handicraft villages In the picture of modern technology today, for pushing the handy production, but still integrating globally, this is the existing issue needing the flexible mechanism and preferential policies for promoting the development of handicraft villages  Potential customers Tinh Hoa is considering who will be the potential customers of the Enterprise If selling to an organization, an Enterprise, which section of this organization will be the potential customer and who will have the right to decide the procurement To know about these, telephone contact can be the best way Then, a survey to know that by which method and where this person approaches the products similar to the products of the Enterprise Also, ask this person about which information channel he/she used when he/she wanted to buy products and services Finding the best way for the easiest information access, newspaper can be the endless and effective information channel and can bring the potential customers to the Enterprise The Enterprise should pay attention to the newly opened organizations or simply an individual, they can be the potential customers of the Enterprise Free sample deliver is also the good marketing method; in addition, the Enterprise can ask the customers to comment on the products as well as services to their friends if they feel like In case the Enterprises are consulting unit, these Enterprises can give some useful advices by sending notification letter attached with news, tips, and maybe some advices These activities provide sufficient information to the customers, helping customers believe that the Enterprise can provide good products and services Most of other Enterprises having the similar products with Tinh Hoa have the marketing strategies for attracting customers but Tinh Hoa has the different policies It is not necessary to make an over big marketing plan and invest into only one strategy The best way can be advertising on the newspaper or a magazine or a mean of mass media which used by the competitors According to statistic from Hanoi department of Culture and Sport!and the central board of Tourism, the number of foreign tourist to Hanoi in 2010 is estimated to be 1.7 million, increasing by 62% compared to that of 2009, the number of tourists to Vietnam increased to million, increasing by 34.8% compared to that of 2009, in which the number of tourists with high payment reached to 200,000 French tourists, 280,000 Australian tourists, 44,200 Japanese tourists and 430,000 American tourists Many tourists came back their countries without any souvenirs or any handicrafts if any these souvenirs are sold mass at the tourism places and have low quality If we know how to take the advantages of the handicrafts in Vietnam, these tourists can be the potential customers, having high purchasing demand It is also the opportunity to bring our traditional handicrafts to the world For approaching targeted customers, the Enterprise needs to know who customers are Customers are mostly Enterprises and individuals Others are collectors of handicrafts, they want to study and know about the high value products bought from famous handicraft village of distributors In addition, the number of over sea Vietnamese is estimated to be about million Although they are living in other countries, the Vietnamese cultural characteristics are deep inside their soul, their spirit They all direct to their origin and want to use Vietnam products They are people directly using products, and they can play the role of intermediate people introducing Vietnam products, effective distributing channels to foreign countries Also, the customers can be classified according to age, living areas and income The Enterprise can find the customers who usually buy handicraft or study the features of the Enterprise’products The Enterprise can know about the taste of customers and who are keen on handicrafts and cultural products through mass media means or internet Product consumption is one of the important criteria, reflecting the production process of the Enterprise Today the commercial economy are developing more, each business sector, each product will have hard competitors, so the consumption is more difficult  Competitors Tinh Hoa was established when the private business sectors were developing strongly In the area, there are a lot of handicraft production unit of the same products in which there are some of large scope and strong financial capacity So, Tinh Hoa meets many difficulties in production and financial control, especially product consumption Customers are centres of Enterprises, attracting customers is difficult, but keeping customers is more difficult Many Enterprise owners have a serious mistake when only investing into attracting customers in the initial stage until they are familiar customers and forgetting the importance of keeping and improving the relationship with these customers This mistake in customer care will lead to disappointment to customers There are many reasons of losing customers such as higher price, customer’s demand change, but most of customers said that they stopped buying products or services because they did not receive sufficient care, their complaints or demands were not solved promptly While the Enterprise is inattentive to the customer care, the competitors are having marketing strategies for attracting customers, then the risk of losing customers is very high For making plan of selling turn-over, the Enterprise needs to calculate the average turn-over from each customer, the number of new customers and the number of lost customers each year The Enterprise has estimated which season is the busy time and when the Enterprise has much free time For the new Enterprise, these data can be estimated according to the market study or the general information, for the long established Enterprise, the data can be estimated from the previous year’s data  2.2 Marketing plan  Marketing in electronic commerce Through practical selling, we can know that the customers continue to buy products or services of the Enterprises because they have good relationship with the Enterprises, they are recommended by friends or organizations So, there is no reason for the Enterprise to invest a large amount into attracting new customers while the old customer care and improvement of relationship between the Enterprise and familiar customers are more important The cost of attracting new customers is much higher than that of caring old customers, while the old customers usually consume about 30% higher than new customers This means the old customers bring higher profit to the Enterprise In addition, attracting new customers is only effective if the Enterprise continue to invest into building and developing the relationship with customers Therefore, the Enterprise should show their care to customers, treat them as strategic partners and understand their value Success in satisfying customers, bringing to customers products and services as per their demands, launching promotion program, giving presents to customers and so on are very important If the staff shows their neglect, or insufficient enthusiasm when serving, the customers will go away A developing Enterprise will usually have marketing plan to attract customers; however, this Enterprise should pay attention to the satisfaction level of the existing customers If not successful in keeping the old customers, the Enterprise could not gain positive result in attracting new customers  Selecting and using models and tools of marketing in electronic commerce We can see that keeping familiar customers and customer’s loyalty is a big challenge of all Enterprises regardless of small or large Enterprises So, the Enterprises need to give time and effort!to improve the customer relationship, especially customers known for a long time In spite of conducting the marketing strategies, promotion program or any strategies of business activities, the preferential policies and special care to existing customers of company should be paid attention to Therefore, the Enterprise can increase the turn over and use up the investment for getting customers Repeated advertisement on mass media means will contribute to building the brand For example, if the Enterprise intends to advertise on the yellow page, this Enterprise can consider cheaper advertisement methods like posting on the header page of the magazines or newspaper  Communication program, online advertisement When using online marketing as the advertisement method for the products and services or the brand promotion through global internet ( with only one internet connected computer, a 3G mobiphone, the users can access the advertisement message in different ways), the Enterprise should define the exact target, select the right measurer, the suitable communication channels which are integral for the effective online marketing strategy Also, when introducing Tinh Hoa Enterprise, the advertisement should express the enthusiasm and the assurance for high quality and cultural handicrafts Introducing products using images, thorough information about development origin of each product, materials, material origin and production methods Tinh Hoa will focus on investment into the products meeting the customer demand at highest level The customers can exchange information, give their product requirements, especially if the customers require making products of their own models, they can give detail descrip!ion or direct communicate with designers to have the satisfactory product This will help the customer have the product of their own with their right demand and reduce the related costs after sale Tinh Hoa will have preferential policies, promotion programs to familiar customers, customers having high interaction with the Enterprise The Enterprise has taken advantages of exchange, advertisement, exhibition, fairs held in the country or in other countries for the marketing Also, the Enterprise has updated information of the business activities onto the website with the vision of developing the business, advertising the company brand, the embroidered pictures all over the world with saved amount Advertising Tinh Hoa products on newspaper, tourism websites of Vietnam, marketing magazines, online e-commercial and online- shopping- newspaper Show rooms introducing products in Hanoi, Danang, Hochiminh city and tourism destinations can be the office or direct dealing place with customers They can introduce directly the high quality handicrafts to customers, creating the trust for the customers and customers can recognize the cultural depth of Vietnam The Enterprise can arrange the direct visit to the production unit for the customers having high demand, so that they can sign contracts The Enterprise need to build up the plan of marketing listing the details of implemented tasks, implementation time and especially the budget for marketing needs to be focused in the market penetration stage and relationship establishment  Methods of online business: Selling, delivering and paying - Selling method: Today, with the support!of technology, internet is the shopping tool of the online purchasers, so Tinh Hoa needs to draw the selling methods and use internet to access more purchasers for increasing turn over and decreasing cost The good products are important for the effective business, but will not useful if the customers not visit the Enterprise’s website So, Tinh Hoa must make customers come back to the website more frequently, turning them to be the customers This is the best way of increasing the turnover However, the indirect exchange between customers and sellers has created the hesitance of the customers This is the big barrier of the online shopping development For that reason, Tinh Hoa realizes that beside good price and high quality, the confidence and the assurance are the important criteria of online shopping When having trust from customer, the product quality and customer care are of high importance During the online selling process, Tinh Hoa is always sure that the products are sold strictly as per the descrip!ion together with the warranty policy and detailed consultation for customers Delivery method: Tinh Hoa ships products directly to customers Customers can receive goods at selling place Tinh Hoa ships products through an reputed express delivery agent Tinh Hoa will make highest effort!to deliver good in the best manner - Payment method : In Tinh Hoa business activities, the international settlement methods need to be understood clearly because the payment method by ATM, Debit/ credit card is popular now The traditional payment methods such as cash payment are gradually replaced by modern and faster methods The international settlement has been developed, so Tinh Hoa found that the international settlement methods can be applied widely in its business Conclusion In Vietnam handicrafts, the artistic handicraft has played an important role and developed during the development of Vietnam economy Artistic handicrafts attach with the villages producing handy products serving society The handicraft section develops and goes away with each historical development stage and the demand is up and down as principle There are still many problems but Tinh Hoa consistently aims at developing artistic handicrafts in general and high quality embroidered pictures in particular in the economy and society of Vietnam  ... the advertisement message in different ways), the Enterprise should define the exact target, select the right measurer, the suitable communication channels which are integral for the effective... the number of new customers and the number of lost customers each year The Enterprise has estimated which season is the busy time and when the Enterprise has much free time For the new Enterprise,... Enterprise can ask the customers to comment on the products as well as services to their friends if they feel like In case the Enterprises are consulting unit, these Enterprises can give some