kế HOẠCH TIẾP THỊ TRỰC TUYẾN của CÔNG TY OSC e

KẾ HOẠCH TIẾP THỊ TRỰC TUYẾN CỦA CÔNG TY OSC TABLE OF CONTENTS PREFACE .1 ONLINE MARKETING PLAN OF OSC PREFACE Handicraft products are found to have a long tradition in Vietnam and were exported quite early compared to other commodities; they have contributed positively to total exports of the country and have an important role in solving some social and economic problems in rural areas These products have a quite high annual average growth rate of about 20% a year, with the total exported value reaching 300 million USD in 2004 and more than $ 750 million in 2007; in 2008, despite the impact of the global recession, the exported value of the whole country still reached nearly $ billion Even though the exported value of handicrafts in recent years is not significant, but it has the important role in economic restructuring in rural areas and attracts many workers In addition, the export value of these products bring great added value so it can be considered to be the key sector to focus to increase the export in the coming years Compared with some other products such as clothing, wood and leather which have to import raw materials so the real value of foreign exchange is only accounted for around 5-20% of the total value of imports But for this product, since the material was collected from scrap and secondary materials of agricultural and forestry products, the real value of foreign currency revenues are high; for example there are handmade items which almost reach 801-100% of export value For every million USD export value of handicrafts sector, the profit is 5-10 times higher than the mining industry; creating approximately three to five thousand jobs; the group of handicraft products is classified as group which has great export potential and high margins It has also been listed in the list of top 10 items with highest growth (Source: Vinanet) 1/15 A ABOUT OSC Establishment and development - Name: OSC Commercial and Service Joint Stock Company - Address: 15th floor, Tosy Building, extended part of Nguyễn Phong Sắc street OSC is OSC Commercial and Service Joint Stock Company established in 2005 The company is a member of Group 66; over 06 years in business, the employees of the company have constantly strived to create strong growth for the firm With these efforts, the company has established 03 sub-units including 03 processing and manufactoring factories and 02 branches With the total number of staff of more than 300 and highly qualified executive management team which is experts and technicians graduated from university or college; the annual turnover of the company has reached from 200 to 300 billion Dong Business field and scope OSC’s business field and scope includes: • Manufacture fefined furnitures • Manufacture high quality handicrafts from ceramic, bamboo and wood • Exploit and process the forestry products • Import and export services, customs registering, freight forwarding, warehousing • Travelling, hotels and restaurants, events managing • Labor export service • House building and renting services 2/15 To improve the quality of products, the company is adopting the quality management systems with ISO 9001:2000 standards; with that, OSC has created trust with the client and the company's brand OSC is known more widely Goals and development orientation until 2015 The plan of developing the business from 2015, the company will focus on several major following goals: Improve quality of the products in order to make it able for handicraft products to enter the U.S and European market through online marketing • For the commercial service, will upgrade the OSC hotel to 3-star scale with 80 -100 rooms, diversify tourism activities such as organizing events, flight ticket agents, organizing international travel tours, creating a fleet for toursist service The Customs registering service will gradually be transfomred into logistic service • These projects will be implemented through various forms such as bank loans, issuing more chartered capital, cooperating with the domestic and foreign investors The goal of the OSC in the future is to improve the quality of products in order to make it able for handicraft products to enter the U.S and European market through online marketing Therefore, I chose the topic of "Online sale of souvenir and handicraft products of Vietnam" to analyze in my individual assignment Nowadays, besides implementing marketing and traditional advertising through media such as newspapers, radio or through introducing that sellers and buyers meet each other at one point like in the past; online sales and marketing is a “flexible and proactive” sales and distribution channel which is indispensable for people’s life In the scope of this individual assignment, I only mentioned an innovative marketing plan which is effective in today society It's the online marketing plan by selling online the souvenir and handicrafts products of OSC in order to ensure that the product reaches the customer of the following groups: - Foreigner tourists visiting Vietnam - Vietnamese people who live outside the country - The collector of art and handicraft products of Vietnam In order to conduct online marketing plan effectively, OSC should create a detailed plan and adopt one of the model and marketing tools that OSC consideres as a great way to achieve efficiency and maximum profits • B MARKETING PLAn Market analysis 1.1 Sector Crafts, art and household items made from Vietnam's traditional materials such as ceramic, porcelain, lacquer, rattan, bamboo, papyrus, wood, stone, silk, horn, ivory, silver, copper, through the skilled hands of the artist in traditional handicraft villages, became the consumer and export products that bear deep cultural and ethnic value of Vietnam 3/15 In recent years, the handicrafts export market of Vietnam has been increasingly expanded, aside from major markets such as Germany, France, Korea, Japan , the handicrafts of Vietnam are now present in 163 countries and territories around the world According to the Ministry of Industry and Commerce, the European markets has great demand for these products; in recent years EU has imported about billion USD and Vietnam has also gained about 5.4% of that amount EU will be a promising market for handicraft product of Vietnam 1.2 Target markets: 1.2.1 About export market: Markets that achieve high value of export No Country USD Germany 2.654.351 10 11 12 Japan 2.334.715 U.S.A 1.326.129 Taiwan 818.839 Italy 707.760 Korea 642.458 Holland 532.641 UK 489.056 Spain 472.925 Australia 453.797 France 426.643 Poland 404.544 (Source: The statistics Office) 4/15 Ranking 10 11 12 1.2.2 About export categories: (Source Vinanet) 1.2.3 Some main indicatorsof the first five months in 2011(increase/decrease) over the same period in 2010 No Increase/Decrease Percentage (%) Indicators Value of industrial manufacture +14,2 The total amount of retails and consumer service revenue +22,5 Total export value +32,8 Total import value +29,7 Foreigner tourists coming to Vietnam +18,0 5/15 6.Implemented investment of government budget compared to 39,0 yearly plan 7.Average Consumer Price Index for the first five months of +15,09 2011 compared to the same period in 2010 (Source: The statistics office) Looking at the data of the tables from 1.2.1 to 1.2.3 we can see that: The countries that have high export turnover (target market) of the OSC which mostly are neighboring countries such as Taiwan, Korea, Japan to Germany, Italy, Netherlands, UK, Spain are all developed countries where using internet as a tool for work, entertainment, shopping, reference is really inevitable and indispensable in life This can be seen as an opportunity as well as a challenge for the OSC to improve the selling method to online method The opportunity lies in the fact that the product of OSC is very diverse; the company has many skilled, qualified staff with skills and enthusiasm in work; it also has the manufacturing factories and a wide network of branches One more advantage over other sectors, since it’s mainly produced from materials available in the country, the actually earned foreign currency from exporting handicrafts are quite high, from 95% to 97% However, the challenge is that online sales actually is a new style, which requires more investment and technology than the traditional selling method Besides, it’s a must to be able to keep the trust and confidence of foreign customers when they view, select and purchase products by looking at the photos on the online sales website Some markets such as Japan and Canada which have the high imported rate of handicrafts, so the competition is very strong Exporters who wish to enter these markets should consider the factors of producing sample faster, answering requests within a day, the delivered products match the specifications agreed upon or match the agreed sample; continuity of supply, maintaining high quality at competitive prices; suitable packaging for sea transporting In addition, the price of handicrafts depends on the quality factor which relies upon the craftsmen and raw materials used In particular, most of these markets require the products to have high-quality, durable, and must be in good condition when being placed on sale Therefore, the exporter should pay attention to the specific requirements for labeling and packing accuracy Every craft to be used outside must be able to withstand temperature and humidity, while the products for children have to meet safety requirements and standards However, the increase (+) in total exports and the number of international visitors to Vietnam shows that the market to develop the sale and export of handicraft products and souvenirs has a lot of potentials for OSC to penetrate and develop the marketing plan, especially online marketing plan SWOT Analysis STRENGTHS - The management board is competent, trustworthy, have wide network of contacts and experience in the field of trading and processing, manufacturing handicraft products, focused management - Well-trained employees with knowledge, devotion and commitment for the WEAKNESSES - The contract acquired due to the connection of the General Director - The material is in danger of depletion This situation occurs for most types of products Bad and unstable supply of rattan, bamboo , the source of precious wood become more and more scarce due 6/15 company - The company directly selects the input material for processing and outsourcing, diversified product types and designs which meet the requirements of customers in strict country such as Germany and Japan The company has import and export services, customs registering, logistics and warehousing, travel, hotels, restaurants, events management, labor export service this is also an advantage in serving international tourists and identifying the needs of tourists, abroad living Vietnamese about handicraft products in other countries - The company has high prestige in the field of hotels and restaurants service, events management, and with this advantage the company will be able to promote further about their products OPPORTUNITIES The industry of processing, manufacturing and exporting handicrafts, souvenirs are promising potential as Vietnam is integrating into the world economy; the introduction of the traditional culture of Vietnam's to the world is essential - The number of visitors visiting and coming to Vietnam is increasing - The number of living abroad Vietnamese return to develop and contribute for the country is also increasing - The experience in management, prestige and fame in the field are the great advantages of the company in the upcoming time - The ability to access, to learn the modern technology in the world will help the company to promote its position and develop the products design competence - In order to save time, cost, and to satisfy to forests being cut down by people This fact has greatly impacted the cost, price and competitiveness of Vietnamese products to products of other countries - The demand of foreign tourists for handicraft is very diverse and seasonally changing The life cycle of a product is very short; therefore it requires the company to be very flexible to be able to meet those requirements CHALLENGES - Diversify the business scope, broaden the online businees in order to meet the demand of foreign customers who don’t have time to really learn about Vietnam or wish to know more about the traditional products which carry the cultural traits of Vietnam - The challenge of accessibility to new modern technology - The challenges for the employees (need knowledge and experience about law and regulations, good language ability, good negotiation skills… ability to get used to information technology (IT) and use the supporting tools such as facebook, blog 360o, website… as well as the ability to design the products quickly along with the new trends of the world - Improve the competitive advantage to other domestic companies 7/15 the selection demand People are increasing the demand for trading, selling and buying through Online Store (Shopa on Internet), or the websites of introducing and selling products Competitors Export has an important role in the development of a nation’s economy; it facilitates the economic development in a healthy way and also help countries to identify and effectively use their comparative advantages Along with the global trend, Vietnam is increasingly integrating into the regional as well as the world economy In order to survive and stand firmly in the market, all the companies always have to fierely compete with not only domestic firms, but also with the even more dangerous competitors which are foreign companies and transnational corporations Being a company which was established and developed in the volatile and competitive market economy, OSC has constantly tried to thrive is business and production, in addition to frequently analyse the competitors in order to become more complete and get the best of its competence The first to be analysed are the domestic companies producing and exporting products made from bamboo and rattan as well as handicraft products, as they are the one who compete directly with the OSC on the export market of bamboo and rattan products :  The bamboo-rattan products manufacturing and exporting company THAI BINH : The main markets are USA and EU Annual revenue: more than 30 billion dongs Strengths • Able to take advantage of the local labor resource with more than 20000 workers • Was established in a traditional handicraft village • Able to take advantage of the support of capital and land from the local government Weaknesses • The workers still mainly work based on self experience, therefore the skills are underdeveloped • Having difficulty about investment capital to expand production and train employees • Production technology hasn’t been invested appropriately • Local material can only meet 20% of the demand, unstable and costly supply source • The design and diversification of the products haven’t been given enough attention  The bamboo-rattan import and export company ĐOÀN KẾT 1: 8/15 • • • • • • • • • • • • Main markets are Germany and Japan, annual revenue from 2,5- million USD Strengths Weaknesses Being the most competent company • Unstable and passive supply source of the famous bamboo-rattan village • Inconsistent product quality Phu Vinh Have manufacturing factories with more than 200 skilled workers along with hundreds of temporary workers The products’ brand has been established in many countries with a lot of types and diversified designs Modern technology Always focus on the human resource training and developing Being a well-known and reliable company  China is the country which has the biggest market share of exporting bamboo-rattan products in the competing markets with Vietnamese companies such as USA, EU, Japan Generally, Chinese companies have the following notable characteristics: Strengths Weaknesses Abundant and low cost human • Inconsistent product quality, there are resource still many fake products Large territory with many material areas Highly developed technology environment, have already applied modern technology in many production steps Competitive prices Broad distribution channels in many countries There are a lot of big corporation with strong economic resources such as: Hengyang Da Wei Bamboo Product Co.Ltd, Xiamen PEKE Co.Ltd… Marketing goals and plan 4.1 Customers’ preference 9/15 In reality, travelers are all interested in buying some souvenir to memorize the trip Foreign tourists are also quite interested in the handicraft products of Vietnam However, many tourists coming to the craft store in Hanoi mainly just for seeing The souvenirs for visitors of the Hanoi market can be divided into two types: to be used and to be displayed In the first group – products to be used, the quality and the style are the most important The embroidered bags or silk shirts are good examples Mrs Jenifer, an American tourist said: 'I love the silk products, but the design is too poor Compared to a few years ago, there’s nothing new ' Moreover, these handicraft products can’t last long and look clearly deteriorated just after a short period due to being worn out and broken The T-shirts with the flag of Vietnam, or the words 'I love Pho' have very low quality As for handicrafts to be displayed, visitors can pass the money factor to buy beautiful products However many items still make people disappointed Japanese customers normally prefer lacquer products However, lacquer items now are mainly made with Japanese lacquers, so many Japanese tourists refuse such items Additionally, the preference of tourists from each country is different However, due to the lack of understanding about taste and preference of each customer group, there is no appropriate product which can make them willing to buy immediately once seeing it ' One item which is very symbolic of the culture of Vietnam is the wooden figure of girls wearing conical hats and long dress; this item has been presented in many souvenir shops but did not sell very well The reason for it is not because tourists don’t like them, but because they are quite cumbersome Similarly are the water puppets, very eyecatching, very distinctive for Vietnamese culture, but tourists mostly stop just to photograph The producers did not think through about the fact that when traveling many days, tourists have to bring their own belongings and it would be very inconvenient if they have to carry the bulky and fragile sourvenirs Thus, it’s hard enough for them to choose what to buy for themselves, not even mention buying some gifts for friends During the launching ceremony of tourism stimulus program in 2010, The Director of Travelling Bureau (Vietnam Administration of Tourism) Mr Vu The Binh has reported the sad figure of poor spending of international tourists: In the total cost of the trip to Vietnam, tourists spend only about 10 to 15% for shopping This figure in Thailand ranged from 50-55% In addition, the average spending of tourists in Vietnam is lower than other countries in the region Among many reasons, there is the cause of the lack of appeal of souvenir products (Source: Nhan dan) 4.2 Concept of Marketing internet Selecting and changing to the modern marketing instead of traditional method is now the first priority concern of many companies, and OSC is not an exception Researching about E-marketing (Internet marketing or online marketing), online marketing is the method through which the products and services can be offered through a global connected Internet OSC has reliazed that with the interactive nature of E-marketing, the recipients can respond immediately or communicate directly with the message sender This is the big advantage of E-marketing compared to other types E-marketing has combined the creative and technological nature of Internet; including designing, developing, advertising and selling E-marketing is the process of developing and promoting businesses using online media E-marketing is not simply website creation E-marketing has to be a part of marketing strategy and should be reasonably invested in 10/15 One of the advantages of E-marketing is the availability of large amount of information Consumers can access product information and conduct transactions, make the purchase wherever and whenever they want Using e-makerting can helo to save the cost of selling such as renting costs, reducing the number of sales staff, and help OSC to access larger market as well as develop globally In addition, when being compared with other media channels such as printing, media, television, e-marketing has a big advantage in terms of cost E-marketing activities, while being deployed, can be easily monitored and evaluated For example, for websites, the service 'Web Analytics' allows users to keep track of the number of visitors, content of interest and with that, can evaluate whether or not the message displayed is compatible with the desire of customers Because of the advantageous characteristics and features of E – marketing, OSC has established the online marketing plan for handicraft and souvenirs products to enter the world market 4.3 Selecting and using marketing models, marketing tools of OSC’sE-Commerce marketing - The customers get to choose products based on their requirements (the products are listed under a list with detailed images of sizes, material, safety criteria, climate conditions…) - OSC can gain the profit by reducint the median and inventory - In order to satify large demand, OSC adopts the third model which is online shopping to increase the efficiency in buying material, buying input equipments and cooperate with partners and increase the internal operation effectiveness - Design the website with all the features and supporting information such as: translating the products’ information into English, posting and selling the products in American ebay.com, answering all the customers’ enquiries…; with the instruction for customers on how to buy in the most effective and least risky way, help in solving the arising problems during the transaction process and especially with the support in terms of payment - We can see that, selling products in international market through E-marketing and website has a lot of advantages such as: No cost for renting space, finding the customers, reducing the cost and human resource at the maximum level Besides Emarketing helps OSC to constantly add more new features which the most recent is auction service: auctioning the products to attract more customers’ attention, increasing the level of attractiveness, faster selling and gaining more profit This feature helps OSC to have more choices and increase the profit 11/15 4.4 Programs of online media and advertisement Some media methods and online advertisement that are currently being used by OSC: - Carry out an overall online campaign with the cost around 50-60 million dongs/ months - Measuresments of methods: forum seeding, email marketing, identifying advertisement, book banner, facebook advertisement… - Link and find more agencies which specialize in online advertisement 4.5 Online business methods: sales, delivery and payment 4.5.1 Traditional 4P model 4P – is the combination of words - Product – Price – Place – Promotion 4.5.2 4P Model and Internet Marketing Above is the traditional marketing mix model But when applied into Internet Marketing, how will the components look like? Some think that 4P should be modified into 4C in Internet Marketing, specifically, Product corresponds with Customer Solution, Price Customer Cost, Place Convinience, Promotion Communication 12/15 However, with its own thinking, OSC still think that 4P is still applicable for Internet Marketing, just as its name PRODUCT Firstly, Product The problems turns to be very simple, how is the concept of the product, what type of customer's needs it aims for eBay has been very successful as the first product that satisfy simple needs of customers, selling old stuffs with the highest possible price, and they had introduced a very unique product at that time, a model of auctioning, online shopping in Internet that with eBay, it solves the weaknesses of uncertainty of the Internet, the seller and the buyer does not know each other, nobody fully trust others Youtube was born to solve a simple demand, boredom with photo sharing, now it’s time to share video They have solved the problems file format and streaming is a quite perfect way To conclude the problem, the product is still the most important thing So how to shape a good online product? OSC think that by adhering to the following factors, the company will more or less solve this question: - Concept: Firstly, always have to begin with an unique concenpt, the unsolved demands identified through market researches, general analysis and sharp grasp to identify the primary ideas, then with the market researches, perform the more thorough analysis of demand, of customer segmentation… - Functional: Based on the above analysis, OSC designed the features to solve the identified demands – the demand here can be understood as the customers’ demand Anytime in any analysis, the companies always have to keep in mind that they need to analyse with the viewpoint of their target customers For example, when producing the products for teenagers, they have to use the viewpoint of teenagers - Usablity: A good concept, the features to meet the demands, all of them have to be combined with good implementation - Performance: This is the last requirement after satisfying the mentioned above demands Good service, perfect function, easy to use, constantly update and maintainance of the system, website to ensure the connection and all related things have to always operate well, without any disconnection or overload… PRICE Perhaps we can say, don’t even mention about Price in the online environment, as said by Google - Do not be Evil Indeed the majority of these services is almost complete 13/15 and is provided free of charge The thought of collecting money from user really is a "risk" - of course there are certain services thrive on user charge, but they can only be counted on the fingers So does that mean that we should discard the Price factor in internet marketing? No, the OSC thinks of this issue in a different perspective, price is a factor that all users have to "pay" for our services OSC prefers to see this factor in the negative price method, when we produce a teapot, the customer buys the teapot from us, they pay us some money, it can be called positive price - the benefit that we get (of course, customers also have their benefits - but here we not discuss that aspect) But with an online service, customers benefit when they use our services (and we also benefit in another way – which is also not discussed here) Understood in a different way, it’s a form of benefit to the customer, the more benefits the service brings to customers, the bigger the positive value the service has to them - they not pay the company any money – which means they are paying a negative cost for that service, and the higher this negative cost is the better the price we set Of course not because of that that we cram billions of functions into service; we want to emphasize that "benefit" is not measured by the quantity but by the benefits that users get PLACE Again, if the internet environment knows no borders, then does it mean that the distribution network is meaningless? The distribution network here can be understood as the convenience of customers Twitter can be easily used in your own site, but still provide the twitter widget to use for Daskboard of the Mac, or provide addons to use with Firefox Flickr was already extremely convenient with website, but Flickr still constantly updates its uploading tools Flickr Uploadr, and almost all successful services are now building its own API for connection to its service Today with the development of mobile devices, websites also have to create the tools to distribute their services on mobile phones, Flickr, Facebook, Amazon, eBay they all have done that and have done a very good job All that is just to one thing, to expand the distribution capability - Place PROMOTION Like traditional marketing, this takes a lot of time from us Unlike traditional marketing, I think this last letter P is more important in online marketing With traditional business, in some cases we can still survive without this letter P, is the case of the product that goes straight to consumer in the West market without any forms of advertisement, no one knows about these products, but they still survive But with the Internet, doing so is similar to build a park outside the island and does not provide cable car, train stations or airports Customers can swim there to play if they want We have known a lot of Internet promoting tools: SEO, Social Marketing, Display Ads, Email Marketing, Affiliate Marketing The essential issue is how we implement and apply these tools This problem probably has already been discussed a lot and will still be even more C CONCLUSIONS 14/15 OSC “OSC THE UNIQUE OF THE ORIENTAL” - - Mission The mission of OSC is to develop commercial business activities and research to design and create a diversified range of handicrafts products to bring the best products that can meet the requirments and preferences of customers all over the world; as well as bring to the world the new image of cultural values and Oriental tranditions of Vietnam Business Philosphy All activities of the company aim at one long-term goal: bring benefits to both the company and the country Each and every products and service, large or small, should always satisfy the customer Quality, efficiency and timeliness to give the impress of “Profesional” in customers’ mind The core values of the company are human resource, enthusiasm and determination of achieving something together Company culture is the pride of employees and the faith of the public Consistantly studying and thriving in order to change and adapt is the responsibility of the whole company and of each OSC’s member 15/15 ... flexible to be able to meet those requirements CHALLENGES - Diversify the business scope, broaden the online businees in order to meet the demand of foreign customers who don’t have time to really... management - Well-trained employees with knowledge, devotion and commitment for the WEAKNESSES - The contract acquired due to the connection of the General Director - The material is in danger of depletion... village • Able to take advantage of the support of capital and land from the local government Weaknesses • The workers still mainly work based on self experience, therefore the skills are underdeveloped