sản xuất và kinh doanh đồ nội thất ra thị trường quốc tế e

Sản xuất Kinh doanh đồ nội thất thị trường quốc tế MANUFACTURE AND BUSINESS FURNITURE PRODUCTS TO INTERNATIONAL MARKET” Part 1: Introduce Company I The company introduction The name of the company: NHA VIET JOINT STOCK COMPANY Transaction Name: Nha Viet Co., LTD Head office: 123, Pham Hung Street, Cau Giay district, Ha Noi, Vietnam Telephone: (+84) 439271841 Fax: (+84) 439281840 Tax code: 0302453197 Business license No: 200580, conferred by Ha Noi Planning and Investment Department Bank account: 1259489 at The Bank for Foreign Trade of VietNam, Cau Giay Branch Business office and Showroom: 123 Pham Hung Street, Cau Giay district, Ha Noi Factories: Bac Ninh, Ha Noi factory Website: www.nhaviet.com Facebook: www.facebokk.com/nhavietfur II The Products: The major products of Nha Viet includes: Sofas, tables, chairs, cabinets and beds, they are absolutely made by natural wood (Mahogany), durable and sophisticated The designs are combined between traditional and modern The company’s marketing strategy based on providing multiform products, high quality products, and the best customer services Nhaviet’s products have given customers the support on experiences, ideas, the point of view, and implementing their furniture decoration purpose They will create a unique style in their houses This is the sole difference of Nhaviet’s products compare with other businesses III Target of the company:  The key target of the company: Each department of the company will focus all their forces to achieve the growth targets of the year, beyond the expectations The company continuously strengthen the agent system, maintaining their markets, promoting sales on International  The target of the company in the coming years is to enter the world market In the beginning time, the company will focus on the regional market, especially Taiwan and Philippines IV Implementing steps Working out the company plan in 2011-2012 Working with VCCI, ICM, Embassy Surveying Taiwan and Philippines market Planning marketing and sales in Taiwan &Philippines market Signing contact with contributors of Taiwan&Philippines Implementing the marketing & sales in Taiwan &Philippines VCCI: Vietnam Chamber of Commercial and Industry ICM: Industrial and Commercial Ministry PART 2: RESEARCH TAIWAN AND PHILIPPINES MARKET A Taiwan market I The features of Taiwan Market Taiwan is a diversify market, which could be imported multiple Goods items of Vietnam, especially since Vietnam has become a member of WTO Vietnam has major export items to International market such as: Pottery, fruits, cafe, tea, paper, paper products, timber, timber products, electrical machines, electrical equipments, rubber, rubber products, garment products… The salient feature of Taiwan market is, the market has many importers who certain to rep-export to the third countries, particularly processed products To enter this market, Vietnam enterprises need to develop the commodities’ quality and design to suit with consumer taste II Taiwan market research content The issues need to researched a Product features of the market Taiwan is a potential market, with the total population of 23 millions, annual GDP of $427 millions, average income of $18,303/per head, importing thousands of Goods items each year Taiwan also is the biggest re-production nation in the world, famous in fine art and handicraft products On the other hand, this is a re-production nation with many providers in over the world; therefore, Taiwan also is a harsh competition market In which, competition of product quality and price are the two main factors, and other factors such as: Commodity trademark, designs …This is also the weaknesses of Vietnamese enterprises Nodaway, Taiwan is a fast economic development country The distribution Chanel system is consistency and stability If enterprises have not relied on this system, they have could not gave their Goods in to the market The enterprises have to understand clearly this system to develop their products and to increase their export turnover Taiwan has many Business associations, which play the major role in guiding and coordinating the enterprise activities, protecting interests of Taiwan enterprise community The standard and consistency of the products: In order to enter Taiwan market enterprises should create impression and reputation from the beginning of the cooperation relation The Goods items import to Taiwan market need to be standard, guarantee delivery time, not to harm economic interests of Taiwan’s enterprises Therefore, enterprises should select and invest in to major Items and avoid spread investment b Taiwanese consumer taste: If you want to success in Taiwan market you should study their consumer tastes The Goods in Taiwan market is very diverse, in line with all customer classes, high – income, middle – income, and low – income In Taiwan, the price factor is always more competitive than quality one, but design is the decision factor This is the answer explain for the question: why some low quality products from the certain countries still stand on the Taiwan market Therefore, Goods diversification and design improvement are the best way to maintain and develop more markets in Taiwan Taiwanese is interested in changing design frequently, creating strongly pressure for the enterprises in the Export countries Thus, the providers have to always launch out innovative and improvable products to meet the market demands The difference income level has created the difference classes of Goods demand and price need to be inline with each class c The feature of distribution channels on the market : Taiwan is a develop market with consistency and stability of distribution channels Taiwanese has the habit of shopping or buying at reputable stores Therefore, in order to enter the Taiwan market, the enterprises have to study and select the reputation distributions, ensuring on quantity and quality of the product as the customer requirements d The policies of importing Goods items in to the market + Label: Almost imported Goods items in Taiwan have to obey the label regulations of the specialize agencies, excepting the items which exempted by the customs regulations Goods items must be labeled clearly on the right position to be able to identify clearly about the producers, as well as the substance content in each product + Packing: Some products like Food must be packed carefully under Taiwan standards If exist any mistake in packing, the Goods will be sent back to the enterprises and this bill will be described on economic contract In addition, we have to use difference methods to prevent destroying of the weather + Brand name: Fake brand name Goods will be confiscated and destroyed Fake bran name is the brand name look like the truth one, almost is indistinguishable with the resisted goods These fake brand names usually copy or imitate a label which has been copyrighted at customs office Customs will protect the copyrighted items under the customs provision The label of import items in Taiwan have to write the goods original in a conspicuous position clearly, writing by English or Chinese depend on the feature of each item under Taiwan law + Tax rates and customs regulations Eco-Label Nowadays, Taiwanese consumer awareness has limited, they have not paid much attention on eco-label because of increasing cost products Although the opportunities for high quality timber products enter Taiwan market still expand but these products need to be invested much more to develop their brand name Currently, Taiwan has no certification and eco-label system for timber products, which harvested from good management sources, at the moment only furniture product of B&Q (British) selling in Taiwan such as: lumber, out door furniture, game floor…) have meet the demand (certificated by FSC forest protection committee) This brand name has been considered of successful in Taiwan market with high turnover, contributed of creating the leading position and unique for the company as well as creating customer taste for FSC brand name + Tax rate applied to timber products Tax rate applied to timber products continuosly decrease after Taiwan entered The World Trade Organization (WTO) in 2001 In addition Taiwan has continuosly elimilated taxes and fees for import Goods items However, importers have to pay kinds of fee as follow :  VAT (value added tax) 5%  Inspection and quarantine fee, equivalent to 0.1% CIF price of the Goods  Fees paid to customs service  Small fee paid to the import ports (about 16.5 USD/1 container of wood, however, this kind of fee could be changed depend on each kind of import items) Capicity of Taiwan market a) Economic environment:  GDP : $427 billions (2010)  GDP follow PPP : $807.2 billion (2010)  GDP/head : - Agriculture $35,100/year (2010) - Industry - Service  Growth rate : -1.9% b) Genaral features of industries: Export  Export turn-over in 2011 : $277.6 billion  Major export items: Electronical equipments, machineries, petroleum, metal, medical devices, garment, plastic, chemical  Export partners : China (26.6%), Honkong (14.5%), USA (11.6%), Japan (7.1%), Singapore (4.2%) (2009 statistic) Import :  Import turn-over : $250.2 billion  Import items: Electrical equipments, machineries, petroleum, medical devices, plastic, organic chemical  Major import partners : Japan (20.7%), China (14%), USA (10.5%), Korea (6%), Saudi Arabia (5%) c) Labor force: Labor force distribution  11.03 million people (2010)  Unemployment rate : 5.2% - Agriculture (2010) d) Receipts and expenses budget: - Industry - Service Budget balance of 2010: $39 billion Taiwan is a the ecnomic development country ranking the 13th in the world on information technology It also is the re- production contry with various commodity items, in which handicraft timber products are the big re-product The removing blow of Goods into Taiwan is greate and diverse and multidimensional Taiwan has imported and exported many different kinds of Goods items in different periods, the import and export items will amount different proporsion Export : Taiwant has promoted importing the vital items such as : rice, vegegtable aim at to meet the consumer demands The unbalance total income of different classes in the Social, import cheap Goods items is necessary e) Political and legal environment Taiwan is a small-island country separated from China therefore Taiwan has not been recognized as an independent nation by some countries in the world Taiwan’s legal system is stable Besides, Taiwan has promulgated a law on consumers, which clearly states the rights of consumers and legal sanctions for businesses who violate the rights of consumers The law was issued in 1994 and became effective as from March 1994 f) Culture environment Taiwan population: 23.000.000 (resources in June 2010) Age structure: from 0-14 year old: 16.7%; 15 – 64 year old: 72.6%; over 65 year old: 10.7 % (sources in 2010) Population growth rate: 0.213% (in 2010) People: Han people accounts for 97% Religion: Buddhism and Taoism account for 93%; Christianity accounts for 4.5%; other Taiwan’s people and religions are quite similar to Vietnam’s, creating advantages for Vietnamese enterprises to capture the consuming psychology and behaviors of the Taiwanese Taiwanese people are very much keen on colors and sophisticated patterns Therefore, they pay much attention to product designs Even though the Taiwanese require qualified product functions, a good design product is preferable They are willing to pay much more for a better design even though its quality is just equal to or even less than other identical items They always think that a good design can increase the product value and represent the buyers’ esthetic sense Beautiful design will be equal to product popularity evaluation The Taiwanese love to show their artistic items to their visitors or friends because it shows the sense of art of the owners Besides, the Taiwanese consumers also attach importance to product quality Despite of a variety of conceptions, product quality refers to its manufacturer country and consumers’ health protection requirements There have been many Vietnamese goods being forbidden to Taiwan or exported goods have to send back to Vietnam due to lacks of some food ingredients As the result, Viet House must study closely the local product conditions and other requirements In addition to market study, most of consumers consider “each product worth its price” Therefore buying decision also affected by the price of products The product prices help to determine the way they buy products? Product prices must be in line with their target customers B Philippines I Social and Economic Situations Purchasing Power Parity ( PPP): 351.2 million (2010) 329.2 million (2009) Gross domestic product ( GDP): 189.1 million GDP growth rate: 6.7% (2010), 1.1 % (2009) GDP per capita: 3,500 (2010), 3,300 per capita (2009) Unemployment rate: 7.5% Inflation rate: 4.2% (2010), Agriculture: 3.2% (2009) Rice, coconut, banana, mango, pork meat, eggs, state, fish, Industries: Garment and textile, footwear, pharmacy, chemistries, wood products, processed foods, petrol and fishing Import turnover: 103.13 million USD Export turnover: 45.89 million (2010) 37.51 million USD (2009) Main export products: electronic products and its sidelines, traffic equipments, garment and textile, copper, petrol, coconut oil and fruit Major export partners: the United Nation 15.35%, Japan 14.19%, China 13.19%, Singapore 9.44%, Hong Kong 9%, Korea 5.12%, Germany 4.1% Import: USD 57.24 million (2010) USD 46.39 million (2009) Major import goods: digital machines and equipments, minerals, traffic equipments, iron ore, fabric, chemistries and plastic Major import countries: Japan (15.32%), the USA (11.47%), Singapore (9.54%), China (8.93%), Taiwan 8.27% II Favourable business position Philippine is located in the Asia center, which is the fastest development country in the area The country is far from the area countries capital about flight hours, it also is the intersection between East economy and Western economy Philippine is the key entrance of more than 500 million enterprises in Asian market, the gate of transportation industry via waterway and flight of American and Europe III Labour force: Labour force is one of the greatest strength of Philippines compare with other countries in the Asia area With high education background, the rate of educator in nationwide reached 94.6%, all the schools have touch by English, therefore, Philippines has become the English- speaking country ranking the 3rd in the world There are over 305 thousand of graduated students each year, enriching the high education labour force Agriculture 34% Service, 51% Industry, 15% Labour distribution IV High level lifestyle Taiwan is a tropical country, which has full of sunlight, beaches, and the nicest sand combine of both East and Western style; it is the second house for expatriates who favourite these friendly people This is also the nation of multicultural with bright future The expatriates like luxury business centers with reasonable price, houses, schools, hospitals, shopping, hotels, restaurants V Rich natural resources Philippine archipelago inherits rich and diversified natural resources, from mainland to ocean and minerals Philippines also produces largest amount of copper in Southeast Asian region, and are ranked among the 10 leading gold providers in the world Philippine consists of 7107 small and big islands with many beautiful beaches and wonderful sceneries, which become popular tourist destinations with attractive entertainment activities VI Doing business with low costs The average labour cost for a Philippine is 1% less than that for an American Within the country, electric power and housing cost is only 50% compared with that of the United States Foreign enterprises can be able to cut business costs up to 30% to 40% if doing business in Philippines VII A free and friendly economy An open economy gives green light to 100% foreign capital investments on every areas and it also supports investment programs namely BuildingOperating-Transferring (BOT) which are being competed among Asian countries Its state-owned groups and enterprises have gradually been privatized, of which its banking, insurance, maritime shipping, telecommunications and power industry have been entirely and completely privatized The government provides support packages such as a 30% reduction of collective income tax and a 5% out of total taxation applied for companies operating in Special Economic Zones Companies which wish to open their offices in the area are also supported such as import tax free for some special equipments and materials VIII Limitless business opportunities Due to the integration of Asian economies with the broad framework of Asian Free Trade Area (AFTA), Philippines lies on one of the most strategic geographic regions for companies that wish to penetrate into the large and potential Asian market Philippines provides investors with a variety of opportunities in different industries and a dynamic consuming market adapting with diversified products in its local competitive market IX Develop the state infrastructure to expand globally The telecommunications, traffic, trade and economy infrastructures of Philippines have relatively well developed, creating favourable conditions for its economy With the advantages of air traffic and waterway as well as communications, the transportation within its islands and the airline has been upgraded in both facilities and services Its rail stations are designed to meet the demand the most intensive goods transport The telecommunications provides global connection services around the clock Bureau of Investment (BOI) of Philippines, a body of Trade and Industry Ministry, is a core body of Philippine government responsible for investment promotion This agency supports Philippine and foreign investors to set up projects and to implement operations in desired areas X Characteristics of the country’s social relations and communications The Philippine strongly develop individual relationships, as the result they are encouraged among the society An individual relationship often begins with the introduction of a third side It is important that you can put your organization online and built good relations with an officer of the cooperative unit When you can it, you can call for their supports in the future Develop good relationships between you or your company you represent with its business partners Besides, a good company image will facilitate better business relations XI The cultures and customs during the conventions or business meetings Appointments must be planned and informed or weeks beforehand Avoid meeting or business gathering during a week before Christmas Being in time is attached importance Direct communication or contacts are much more highly appreciated than indirect contacts such as via mail, telephones, email, and fax It is necessary to send the meeting agenda to partners before it begins and avoid exaggerated statements XII Business negotiations It may be necessary to negotiate repeatedly in order to reach an agreement between parties Normally, Board of directors or managers make final decisions Philippines often avoid tension during business negotiations In some cases they may say “yes or agree”, however what they real mean is “maybe/agree in principle” Personal relations must be pay attention when doing business in Philippines If your company changes the negotiator during a negotiation process, it may have to start all over A Negotiation may be delayed until the whole team reach a high agreement The Philippine rely on emotional basis to make business decisions, reasonable grounds have little to with making final decisions That is the reason why it is essential to develop a network of personal relationships During a business meeting, if the leader of a Philippine partner team does not take off his/her jacket, you should not, too Dressing in business meetings: Put on traditional costumes for very important and serious meetings The Philippines pay much attention to clothes in business gatherings Initiatively hand out your business card and make sure that you have all the necessary information such as your job title printed on the card Part 3: 2011-2020 Marketing strategy to enter Taiwan and Philippines I Analyzing competitors: Manufacturi Sales ng country models Other Vietnam Though product distributi s from on Vietna channels m Local China & Direct product Philippines sales s Produ Pric recommendati ct form e on Tradition Averag It is necessary to al designs e price study other Vietnamese sales policies Modern and traditiona l designs Averag e and high prices Import The United product Kingdom, s Italy, France, etc Modern designs different countries’ styles High prices II Through distributi on channels and direct sales The consuming habits of the local people are using their state products Focus on high quality products for high income citizen in Taiwan and Philippines SWOT: Strengths  Asian culture treasures natural wood products due to its longtime lifecycle and its natural beauty  Diversified and delicate products  High skilled workers  The prices are equal to the Chinese’ similar products  Have just mainly focused on products with traditional styles  Lack of experiences Weaknesse s on sales and customer services in the two new markets  Lack of overall advertising and promotion campaigns Opportuniti es  Have to compete with many rivals  Chinese wood  There are great products have been demands for the gradually improved company’s in term of quality products in the and sold with very two countries competitive prices  Vietnamese wood  Philippines and products have Taiwan also import many identical wood products from features which are other countries and suited to the these producers Taiwanese and the have adapted their Philippine people business strategies in order to meet the demands of the low and middle income markets Threats III The Target of the company: Set a target to study Taiwan and Philippines  Taiwan and Philippines are large markets in the region  Taiwan is internationally popular for its large volumes of export timbers and its handicraft wood items are very well-known  Taiwan and Philippines are among Asean countries with rapidly growing rate therefore if the company will stabilize and expand its exporting activities if it can be able to establish business operations in these two nations Moreover, Taiwan market is a quite selective therefore the company must build and maintain its reputation and make sure the product quality Once the company can export the products in Taiwan, it is easy to export to other countries Marketing target:  Bring the products to Taiwan and Philippines markets  Positioning the products in Philippines’ and Taiwan’s furniture markets  Take initial steps to build trust and confidence of the customers towards Vietnam items in the two countries  Policies on approaching and exploiting other markets Predict changes in furniture Currently, there have always existed two trends in local and foreign furniture markets Some producers have changed from producing simple and raw wood products to new, modern and stylish ones or they have combined both methods, applying straight line in combination with raw materials such as hard fir timber and iron and handmade paint Some others continue to produce archaic style furniture and even produce colony style furniture These have gained high market share, even though they are moving to saturated period, especially among young generations However, consumers’ favourite styles have switched to modern wood furniture designed without decorations The demand will facilitate modern and Asian style furniture The modern style products are gaining market share Many customers prefer modern, convenient, high quality and multifunctional furniture, etc This is very potential and tough markets for furniture companies in general and for Viet House in particular IV Market strategy: Market segmentation Based on the studies on Taiwan and Philippines markets, the company will focus on middle-ranking and advanced market segmentations with diversified products, stable quality and are suitable for Taiwan and Philippines people demands Marketing plan Mixed marketing: Products: Set a goal to produce Vietnamese furniture with high quality and meet the taste of Taiwan consumers, the company has bravely import the biggies and most modern machineries and equipments and technology With diversified rich products, Viet House is very proud that its products have gradually met the increasing demands of customers Price valuation The first price valuation is a significant issue for the company The first price valuation usually takes place when the company develops or purchases new products or brings an existing product to a new sales distribution or location It is necessary to value the product when it is taken to an auction The company must define its product position in accordance with quality and price criteria Consequently, Viet House has decided to position its products in the middle of the market The price valuation based on positioning, cost and revenue goals Distribution channels in Taiwan and Philippines markets + For the initial period, Viet House mainly distributes its products through established distributors in the two markets  Search for and cooperate with well-known distributors in Taiwan furniture market  These distributors help Viet House promote its products, and provide information about local customers’ tastes  The distributors support Viet House to sale products, negotiate prices with customers as well as to transport and store its inventories  Participate in The Chinese furniture exhibitions Buying process Customer(s) selects furniture on distributors’ showrooms and leave the sales staff necessary information such as: product code, name of product receiver and where to deliver the product and at what time to delivery it Product delivery: Taiwanese and Philippine distributors support product delivery around the clock The marked price of each product has already included delivery and assembly costs Payment: the company accepts payment by cash or by Visa cards Services & customer supports Reduce customer service costs and at the same time, increase customer satisfactoriness in order to enhance their loyalty towards the company’s products This problem remains challenging job at all the time Customer support services include pre-sales services such as design and technique consulting, punctual delivery as well as other after-sale services like maintenance, warranty, etc Based on the principles, Viet House has developed customer care area in most of its agencies In additions to that, its also establishes a hotline to receive comments and feedbacks from customers and handling them Guarantee policies Guarantee period: Furniture products: all of the company products under years or 60 months of warranty Guarantee conditions: Give guarantee to every fault products resulted from manufacturing In order to be provided with guarantee services, a product must have an intact guarantee stamp and product stamp on it Furniture products are under years or 60 months warranty Provide product usage guides to users Average time of implementing guarantee Issue guarantee within 24 hours from the time to receive information in text from customers The company’s guarantee officers come to the fix every fault related to manufacturing or designing processes Prepare or replace the fault or broken products with preferential prices when they have come to the end of the guarantee The company still supports buyers even if their purchase is broken, damaged, deformed or fired However, they have to pay for prepared fee or replacement costs.Những hỏng hóc lỗi bên mua gây như: Làm vỡ, làm hỏng, gây biến dạng, để lửa gây hư hại trường hợp tương tự khác Chúng tơi có trách nhiệm sửa chữa bên mua phải toán theo chi phí thực tế Trust and credibility In order to establish Viet House’s brand image and stabilize its position on Taiwan market or any other overseas ones, the company always attaches importance to building its brand image right at the distributors’ shops as well on the production process such as packaging, labelling As the result, the company has awarded many local prestigious titles such as High quality Vietnamese goods The title has proven its established brand name which has been well preserved and developed The company’s management has always pay great attention to providing good customer services In the past year, the company set a target to improve its customer services The customer centre and guarantee area have been working hard All of the guarantee workers are trained and guided to implement their duties well and within the process The way of receiving customer information, feedbacks as well as guarantees have been professionally improved to meet the buyers’ requirement Besides the improvement of service quality, the management also directly give instructions on how to control the quality product at the workshops Consequently, most of the workshops have won some certain success of overseeing product quality required The quality has gradually been stabilized and the company are providing its markets with suitable goods With a clear vision and specific activities, Viet House has shown the effectiveness of it suited policies and goals to develop and increase the company brand images on the eyes of local and overseas Trade promotion a Advertising:  Internet Online advertising  Register the company’s advertising key words on search engines such as www.google.com, www.yahoo.com  Become members of other websites involved with furniture, architecture and trade affairs, then post or upload the company’s product information on the websites  Put advertisements on magazines: Advertising sample items on wellknown architect and interior magazines b Public Relations:  Take part in local and international exhibitions fairs of timbers and wood products and furniture  Participate in trade promotion programs organized in Viet Nam, China and Taiwan or new target markets Works Investment Start Deadline Persons in Charge 01 /01/2010 01/06/2010 Business Comment Prepare record Promotion Development capacity, signed (procedures, Dept consultants contracts and market with VCCI, research) Chambre of Commerce of Vietnam embassy in Taiwan - Philippines, or the Embassy of Taiwan - Philippines Looking for 01/01/2010 31/12/2010 Business in Vietnam Combined with the the Development VCCI, Ministry of distributors Dept Industry and Trade, Chamber of Commerce and the Embassy of the search and signed distribution contracts in Taiwan Products 01/01/2010 and Phipilipping 31/12/2011 Design Dept, Planning the key plan Plant Marketing Director Sales & 01/01/2010 products for export Distribution 01/01/2011 Sales & + Join the trade promotion program of the Ministry of Commerce and VCCI + Combined with distributors in Taiwan and Phhilippin organize the launch of products in the showroom Combined with the plan Marketing distributor to make plan Marketing Dept Implementation Plan Financial Analysis Analyze advertising costs in 2011 Gross Profit Marketing Expense Print Radio Television Outdoor Event PR Online Total cost The ratio between the cost of advertising and sales Net Profit The ratio between advertising cost and Profit Total 513.000 Taiwan 300.000 Philippines 213.000 5.500 2.000 10.000 10.000 6.500 2.000 2.000 38.000 3.000 1.000 5.000 5.000 4.000 1.000 1.000 20.000 2.500 1.000 5.000 5.000 2.500 1.000 1.000 18.000 7.5% 6.7% 8.5% 78.850 46.049 32.801 48% 43% 54% References 1) http://www.vcci.com.vn 2) http://www.vietrade.gov.vn 3) http://www.worldbusinessculture.com 4) Doing business in Philippines 5) Doing business in Taiwan ... meet the market demands The difference income level has created the difference classes of Goods demand and price need to be inline with each class c The feature of distribution channels on the... prices when they have come to the end of the guarantee The company still supports buyers even if their purchase is broken, damaged, deformed or fired However, they have to pay for prepared fee... customer services In the past year, the company set a target to improve its customer services The customer centre and guarantee area have been working hard All of the guarantee workers are trained and