phân tích chiến lược marketing sản xuất và kinh doanh đồ nội thất ra thị trường quốc tế e

Phân tích chiến lược Marketing - Sản xuất kinh doanh đồ nội thất thị trường Quốc tế “Production and business of interior furniture in International market” OUTLINE I- INTRODUCTION OF COMPANY II- MARKETING STRATEGY 1- Market research and product development - Products manufactured by foreign countries - Characteristics of production in Vietnam - Needs of importers in Taiwan and Philippine Market Market approach method 2- Development and implementation of marketing plan 2.1- SWOT analysis and assessment 2.2- Target customers 2.3- 5P marketing strategy 2.4- Marketing strategy inspection 2.5- Difficulties in implementation of marketing strategy 2.6- Implementation of marketing strategy for period 2011 – 2012 2.7- Costs of implementation of marketing strategy for period 2011 – 2012 III- CONCLUSION CONTENT I INTRODUCTION OF COMPANY - Name of the company: G6 Ltd., - Line of business: Interior furniture of offices, families and schools - Year of establishment: 2001 - Head office: 100 Dai Co Viet, Hanoi After ten years of establishment, Company G6 has been successful and created a strong position in local market Success of G6 is reflected in following main points: - Local brand name - Production of various products including interior furniture of offices, families and schools Products used for multi-purposes can meet needs of many customers - Products of G6 can compete with products of Hoa Phat, Xuan Hoa - Interior furniture for offices, families, plants and schools are manufactured by industrial line - Production of many types of from high-grade goods to low-grade goods: Suitable for money expected to be paid by customers - Design service for customers meeting needs of customers in term of goods category required by customers - Officers for installation and maintenance Sometimes, company’s customers are foreigners, but company has not exported goods to foreign countries So far, company expects to internationalize and integrate into global market, especially integration into regional countries including Taiwan and Philippine Company decided to develop a short-term marketing strategy for two years 2011 and 2011for purpose of entering international market II MARKETING STRATEGY Objectives of company Company identified a specific objective: For two years 2011 and 2012, company will import some certain goods to Taiwan and Philippine To achieve such objectives, company will develop a marketing strategy, research market, seek customers and produce goods meeting needs of purchasers To achieve such targets, company decided to spend amount in developing marketing strategy including market study, development of suitable products, advertisement for seeking purchasers and participation in exhibition fair Market study- product development 1.1 Goods manufactured in foreign countries Goods manufactured in foreign countries (mainly China, Taiwan, Thailand, and Malaysia) focusing on high-grade goods including: + Director chair + Office table + Office leather chair + High-grade meeting chair + Iron office cabinets + Iron office table + Iron and wood office table + High-grade file cabinet Imported goods have following characteristics: + Perfect and harmonious design + Surface is painted using advanced technology + High-quality wood + High-grade accessories of various types including special types and multi-purpose types + Small design for convenient package, transport and easy assembly + More comfortable feeling for officers while sitting on imported working table than locally manufactured table While using computer’s keyboard, hands not get tired Hands are not put in hard objects For locally manufactured table, place for putting keyboard is restricted making users’ hands get tired + Imported office table is very convenient, with all drawers storing office supplies and fine decoration Hinges of drawers are reliable and durable Locks are modern and safe 1.2 Characteristics of Vietnamese production - Material: Main materials are exported Sheet iron and compressed plank has high quality - Machine: Machines for production are imported - Technology: more backward technology than that of China, Taiwan, Philippine - Product’s design: Small local market; product’s design is not diversified - Economy: Economy of our country is more backward than that of Taiwan and Philippine Market economy started a short time ago - Subsidiary industry: No subsidiary industry Hinge, screw, lock and special types are imported - Market size: Small market and consumption of few goods causing waste of samples - Competition of preceding countries: Price of imported goods includes import tax and VAT and is a bit higher, even some lower, than that of locally manufactured goods - Weak point of following countries: less developed than other developed regional countries - Design for assembly is not completed and inconvenient for remote customers 1.3 Needs of importers in Taiwan and Philippine market Market approach method Needs of importers: Some customers in Taiwan, Philippine and China visited Company and made order - Maybe they will not buy goods manufactured by Vietnamese companies due to their unsuitable design and culture - Goods which meet their requirements of quality and design are too expensive - Goods ordered by foreign customers - + Are too much more expensive than target price of customers + Lack accessories and not have functions required by customers + Some goods as samples for many times not meet requirements, but reasons have not found out yet Via reality of the Company and studying the activities of interior companies, the company has remarks as follows: - There is several plant specialized in manufacturing interior wood products in Vietnam, almost of them come from Taiwan, Singapore Their products are mainly made as per orders of the holding company - There are several furniture manufacture bases of Vietnam as per traditional style, mostly exporting half-finished products to China, Taiwan, and then they will complete them and re-export to other countries - Several manufacturers such as Hoa Phat and Xuan Hoa produce elements as part of the interior set for the markets of Japan, U.S., and Taiwan Set up, implement the Marketing plan As well as labour export, firstly, the labours were sent to work abroad as the helper in families, nurse aide in the hospital, workers in plants Furthermore, it also exports engineers, doctors of philosophy to work abroad to bring foreign currency back to their father country This is important because G6 must know who it is and who will accept it in the foreign countries The Marketing strategy in foreign country of the Company needs to be prepared carefully and especially needs to be considered of specific factors of the foreign country 2.1- Evaluating and analyzing SWOT a Strong point - The Company has experience and firm position in the domestic market; manufacture machine and domestic distribution has been completed - The expenditure platform in Vietnam is generally lower than in other countries (labors, materials, etc); however, this advantage has been lost in oblivion and the Company should explore and discover other competitive advantages - Skillful workmanship of the Vietnamese people b Weak points - The labor staff lacks training and less professionally in general This is an inherent weak point of Vietnamese enterprises and needed to be recovered via training; - Not having experience in approaching to the foreign market - Much dependent on the imported raw materials; c Opportunity - Vietnam government pays attention to and gives many preferences for the development of wood industry, interior products for exporting; - The development of information technology and the creative mind of Vietnamese people, if can be utilized well, will bring many innovative opportunities, increasing the product quality, the competitiveness on the market d Challenge - Strong competitiveness from products of China, India, Malaysia; 2.2- Target customer The Company defines its target customers at Taiwan and Philippine as follows:: - Approaching manufacturers, importers of Taiwan and Philippine to sell products: + Elements made of wood, iron, steel or stainless steel for the interior set + Half-finished products, after being imported, the importer will finish products by their machines and accessories - In long term, trying to achieve the target of finished products for: + Individuals with average income in the society, having demand for buying interior products for serving their lives; + Companies, agencies having demands for purchasing interior products for their working place; 2.3- 5P Marketing strategy As analyzed above, the penetration into foreign market is a big plan, a complicated problem Therefore, the Company has built up for itself a 5P Marketing strategy, in which, adding one more P – Planning It is specifically as follows: a Planning The Company defines that this is the first P needed to be constructed The market penetration is a long term strategy and the Plan preparation phase plays the key role The market penetration plan will include phases: - Phase 1: (2011- 2012) in this phase, the Company will search manufacturers and traders wishing to order elements and half-finished products, aiming at penetrating, getting acquainted with the market, since then connecting to a manufacturer that supplying elements and half-finished products with a more competitive price than the products manufactured in their countries - Phase 2: (expected since 2013 and over) depending on the situation, results of phase to determine the ability of open direct distribution channel of the Company at Taiwan market and Philippine market to replace their simple products in their local market Manufacturers of Taiwan and Philippine mainly export high-grade products to the markets of U.S., Japan, and Europe b Product The Company will concentrate on developing following product lines: (1) Half-finished product, elements are components of a finished interior product (the phase of initially entering into the market) (2) Finished product with full brand name of the Company (the latter phase) Characteristics and trends for kinds of products mentioned above: - Products of handicraft trend: middle-ranking products, creative products combined of many materials, requiring the handicraft technique (to utilize the skillfulness, low-price labors in Vietnam, the same products in foreign countries often have higher price due to higher-price labors.) - Products of industrial trend: Products of industrial trend have advantages by the source of materials is taken from Vietnam (wood, etc) c Price policy - Products of handicraft trend: this is the product of the Company with relative difference and also the strong point of the Company, excluding the case that in the first promotion phase for introducing products, the selling price will be at the level that can bring benefits to the company - Products of industrial trend: the selling price will be competitive compared to the general plan of the market, in which revenues will be mainly from advantages of input expenses and the lower specificity of Vietnam (manpower, electricity, petrol and oil, wood is planted and popular in Vietnam, etc) d Policy of distribution (Place) The potentiality of the Company is quite large in Vietnam but quite small in foreign country Meanwhile, characteristics of the distribution system in foreign countries like Taiwan and Philippine which have not got freedom like in developed countries, mainly in big distributor who can dominate the market The investment in constructing the market system of the company will meet the following difficulties: - Requiring large investment of establish the selling system; - Ability of damages due to isolation from competitive activities of big distributors dominating the market Base on the analysis above, the distribution system at the foreign market of the Company will be divided into phases: - Phase (2011-2012): study, cooperate and combine with the indigenous manufacturers and distributors having demand for ordering half-finished elements and products Target 1: within 03 months of choosing production partner and distributing main products of the Company in each market is 02-05 partners In which, concentrating on the negotiation of policies for delivering goods, payments with partners Mode of implementation: working with several selected interior importers of Taiwan and Philippine, introducing to them about the company so that they can see the productive capacity of the Company Target 2: distributing goods to partners and evaluating the goods selling, collecting full information on market evaluations in term of products quality as well as accompanied services to make a suitable adjustment plan (from April to September), ensuring full statistics for the activities of analyzing, evaluating, adjusting the goods allocation, developing suitable distribution channel for the real situation Target 3: constructing, positioning successfully the product quality, accompanied services of the Company for importers, distributors, businessmen (from October to December) - Phase 2: (expected from year 2013): based on the real result, after getting acquaintance to the market, evaluating the adaptation of the company and its product with the local market, studying the ability of developing office, private distribution channel of the company e Promotion - Stage 1: Strictly cooperate with importer, learning ways of promotion of importer in the local market; - Stage 2: construct individual promotion program of the company in the local market on the basic of experience collected from stage 1; take all advantages of online promotion to save costs while expanding the covered objects Company G6 Manufacturer and importer Retail Company G6 General agency (Importer) Agency in retail (distribution company, trader Consumer Retail Consumer 2.4 Inspection of marketing strategy To ensure the objective, the company shall hire external consultants who are experienced and knowledge in interior furniture operations in P and M to check marketing strategy Inspection shall be conducted monthly/ quarterly including following details: - Check operation of marketing of enterprise whether it is tended as per the market or not and level of feasibility of such duty - Checking the suitability level of marketing targets with the competitive position, resources and opportunities of the enterprise - The clarity and persuasiveness of the marketing strategy The suitability of the strategy with life cycle phases of the products Criteria for evaluating and choosing target market, characteristics of every such target market Allocating resources for elements of marketing-mix and their effectiveness - Level of understanding customers, impact of the shopping, distribution channels and competitors via marketing researches - Level of understanding the consumption potentiality, profit-earning capacity of market segments, customers, area, products, distribution channels and order scope - Implemented activities to improve the expense effectiveness of different marketing expenses - Level and scope of implementing the official preparation of marketing - The current situation of marketing strategy - Level of activeness in constructing and implementing the plan for coping with unexpected events during the implementation of marketing strategy - The status of grasping and carrying out the marketing strategy - Capability of sharp and effective reaction of the management committee on the changes occurred in marketing activities - Collecting feedbacks from customers via website, leaflets, selling system, agencies, etc Collecting information to know what customers like, hate and collecting their feedbacks to finish the products and services - Regularly checking source of information and upgrading it to view targets in the plan to see whether they are feasible or not - Monitoring the number of visitors to the Company’s website, those aware of the Company’s address but have not accessed into the website base on the questionnaires to potential customers under the principles of probability via marketers At the same time, it is necessary to supervise the number of current customers and numbers of people participated in the goods purchase but not come to the end point as payment phase feedbacks or complains on products and services of the Company The Company can systematize this information via website management tools and electronic mailbox By identifying such information, company can assess effectiveness of marketing activities for purpose of suitable adjustment 2.5- Assessment of problems/difficulties in implementation of marketing strategy and solutions a- Difficulties in market study and survey, product study and development - Company does not understand much about markets in regional countries, especially environment of law, society, economy, taste, distribution system of each country, region in regional countries… - Company does not have division of market study and professional expert of market study Solution: hiring consultants: selection of consulting company/or consulting expert: market study, market assessment, marketing plan development at stages where company can not implement/or costs of implementation are higher than those of consultancy, but effectiveness is lower; in addition, it is required to make full advantages of information and knowledge learnt from import partners b- Difficulties in promoting image of company and products (image design, slogan ); positioning products for local and regional customers due to limited capacity and knowledge of company about regional companies Solution: This is a sensitive matter affecting greatly image of company and products of company Therefore, if company can not implement, it can hire professional companies/experts with good knowledge of every country in the region c- Company can face difficulties in development of suitable products: - No/lack of materials for production of suitable products - No machine and specialized equipment for production of suitable products - Company does not have suitable samples, so need to design them - Technical qualification of workers: they are not similar to some phases of production Solution: Seeking and supplementing materials which are absent or insufficient in local market; establishing sustainable supply channel; in case of no having goods or more expensive goods in local market, company can place an order with importers - Improve available machines and equipment to produce suitable products - Where it is impossible to improve, invest to supplement machines and equipment for production - Train to enhance technical skills of workers d- Difficulties in construction of distribution channel: due to newly penetrate the overseas market, the company can not build an independent distribution channel immediately Solution measures: Find partners who are qualified and reputable in the countries within the area where the company enters and cooperates with selling and distributing agencies of project of the company e- Cost of implementation: probably arise higher than expected Measures of overcomes: use provision costs In case of shortage, it is able to add partly from the company’s budget 2.6- Conduct Marketing strategy for period 2011 – 2012 - During performance, it must be comply with established strategy - Regularly monitor, assess process of implementation in comparison with defined strategy Where there is any insufficient point, or shortcomings or arising matters, it is necessary to provide measure of adjustment soon for implementation in time - Periodically assess process of organization and implementation of strategy compared with targets to correct strategy for the compliance with actuality, ensuring success in implementation 2.7- Cost for marketing strategy implementation for period 2011 - 2012 Financial situation of the company In the past years, thanks to tireless efforts in business, saving costs, lowering cost of services and products, financial situation of the company currently is quite good However, during period 2011 -2012, the company need a significant investment capital for: - Marketing strategy to expand international and global markets, in which marketing strategy in marketing establishment in the area including Philippine, Taiwan is imminent - Capital needed for investment and innovation of some machines, equipment satisfying requirement of production to supply to regional market Common financial situation in the world and Vietnam - Continuously in influences of global economic crisis - Approach of credit capital of Vietnamese enterprise meets a lot of difficulties: + Credit capital market of Vietnam is narrowed due to monetary tightening policy of the Government in order to contain inflation (inflation in 2011 is estimated at 1517%), stability of macro-economy + Cost for credit borrowing funds is very high and serious condition of loans: interest rate of borrowing funds in VND currently is more than 20% per year; interest rate in foreign currencies (USD) is around 7% per year and risks in difference of exchange rate is very high From above characteristics and situation, the company determines to use its capital to execute Marketing strategy for period 2011 – 2012 with target of maximum savings of costs, achieving the best effectiveness Plans on budget used for following specific matters - Exhibition - Conference - Website establishment - Training staff to deal with foreign customers - Other costs for going on mission and receiving foreign customers The total cost is 1% of sales in 2010 in the domestic market, estimated at USD 70.000 to 100,000 III CONCLUSION According to experts, the company will grow quickly through direct communication with the interior manufacturers in Taiwan and Philippine, meeting production requirements of unfinished details and products for such manufacturers that is premise to reorganize system of production, eventually to produce as they Nature of companies and factories of Taiwan also impulses the simplicity abroad to produce higher level products Then, there are some products which are opened by domestic markets of Taiwan and Philippine That is an opportunity Greater ambition is still markets with huge consumption such as Japan, America, and Europe The company's marketing department continues to research and work for a larger plan for the future The end ... customers, area, products, distribution channels and order scope - Implemented activities to improve the expense effectiveness of different marketing expenses - Level and scope of implementing the... training and less professionally in general This is an inherent weak point of Vietnamese enterprises and needed to be recovered via training; - Not having experience in approaching to the foreign... develop a marketing strategy, research market, seek customers and produce goods meeting needs of purchasers To achieve such targets, company decided to spend amount in developing marketing strategy