Over the time of operation and development, the company has built the brand name Son Lam Wooden Furniture with the stable reputation and trust from customers, partners and has become the
Trang 1Chiến lược cung cấp các sản phẩm đồ gỗ nội thất Sơn Lâm vào thị trường Quốc tế
Company introduction
South Asia Golden Furniture Commercial Limited company ( SAGI) was established in 1997 from Son Lam wooden workshop Over the time of operation and development, the company has built the brand name Son Lam Wooden Furniture with the stable reputation and trust from customers, partners and has become the leading company
in field of supplying wooden furniture for household use and office use in Vietnam market With the investment in building a modern factory and applying the advance technology, the Company has supplied to the market with full ranges of models, types according to the Customer demand Up to now, apart from 2 big showrooms displaying and selling products in Hanoi, the company has expanded the showroom system in Haiphong, Hung Yen, Bac Ninh, Quang Ninh, Quang Binh, Ha Giang, Binh Duong, Ho Chi Minh city and
so on with the country wide distribution system
Son Lam Wooden Furniture
Son Lam wooden furniture is made of natural wood with high esthetic and
application value like ebony, mahogany and so on, suitable for high class office, villas, restaurants, hotels, resorts., etc The products are designed harmonically between the modern style and the traditional style, with the unique mixture of Eastern culture and Western Culture Each product are an artistic work Son Lam wooden furniture is the son
of the clever hand and the long time experiences of craft men with passion for art
Trang 2"Always bring trust and satisfaction to Customers”
Son Lam Wooden Furniture always focus on the product quality, listen to the Customers to gasp the demand and perfect ionize the service The company commits to protect the Customer rights with the special policies of selling and after-sales-services Apart from direct selling, the company developed the electronic commerce, which is very convenient in the official website http://www.sangosonlam.com so that the Customers can easily find the style and model and order the products With the trust from Customers and Partners, Son Lam wooden products are purchased and used The trust from Customer is of core importance for the sustainable development of the Company
Not restricted to the success in domestic market, the company has intention to extend the market to other country, firstly to the Asean country with the focus on Philippines and Taiwan market With the target, SAGI has built one strategy to bring its wooden products to the above countries:
The strategy of supplying Sonlam wooden funiture to the international market
in period 2011- 2012
Introducing about products, name/ address of the Supplier
- Supplier: South Asian Golden Furniture Limited Company (SAGI)
- Service: Supplying the wooden furniture
- Supply range:
+ Market of the Asian Countries, Japan, South Korea, Taiwan
+ Focused market: Philippines and Taiwan
1 Market research
Trang 3- Philippines and Taiwan market
+ Households, offices, enterprises, hotels and Restaurants
+ Furniture supplying contractors
+ Shops, agents
+ Brokers
+ Terminal enterprises
- Target customers: Terminal enterprises, brokers and shops, agents
2 Data collection
- Philippines:
+ Area: 300000 km2 in South East Asia
+ Population: 94.01 million people
+ Similar cultural characteristics
+ Politic current situation: Not stable
+ Taste for consuming wooden furniture: Very popular
+ Number of furniture shop: Large number
+ Wooden furniture producers About 15000 enterprises, mainly small and medium enterprises (Source: www.worldfurnitureonline.com/…)
+ Information Technology: Developed
+ Infrastructure: Good, especially the sea transportation
+ Enter WTO on 1/1/1995
+ Relationship with Vietnam: Good relationship, both are of Asean group
Taiwan:
+ Area: 36000 km2 in Eastern region of South China
+ Population: 23 million people
Trang 4+ Culture with many similarities
+ Politic current situation: Not stable
+ Taste for consuming wooden furniture: Very popular
+ Number of furniture shops: A large number
+ Wooden furniture enterprises: Develop strongly but mainly in field of industrial grade
+ Information Technology: Strongly developed
+ Infrastructure: Very good and convenient in term of sea transportation
+ Enter WTO on 1/1/2002
+ Relationship with Vietnam: Very good
3 Data Analysis
+ Philippines is the member of Asean group, so it has good relationship with Vietnam and Taiwan has good relationship in term of commerce with Vietnam + Many similar characteristic in term of culture
+ Member of WTO
+ Popular consumers
+ The industry of natural wooden furniture has not developed much
+ Good infrastructure
+ Cheap labor in Vietnam
3.1 Difficulties
+ The language barrier will cause difficulties in communication, searching for data, advertising, marketing the products to Customers
Trang 5+ The customers won’t understand the value, quality and the convenience of the products
- The politic situation in Philippine and Taiwan is not stable
+ Limited business scope of the company
+ The products are not various
+The skill level of the laborers is still low
+ There are many defects in the products
+ The enterprise is unable to match the large order
+ The shipment time is long
+ The product price is high, leading to the low competition
currencies
price
system of the friend countries
kind, potential for losing the market
Trang 6- The technical barrier created by the friend countries to restrict the import.
3.2 Solutions
people in charge of branches in other countries Apart from the staffs in Vietnam, additional native staffs with good marketing ability should be recruited
measures when politic problems arise
in two countries
+ Studying about which products the customers need? What is their expression? Whether they are respected or not?
+ Reform the products to be suitable for the culture of the two countries + Choosing the commodities which are usually used by the people in the two countries
+ Export the natural wooden furniture which are related to the spirit and feng shui factors which are preferred by the customers in the two countries (Taiwan people like this)
of exporting to the foreign market is given priority
become skillful craftsmen
interest rate
Trang 7- Choose the currency with high liquidity and stability as the currency in the contracts.
venturing, co-operating or functioning as the agents in the friend countries
+ Mobilize more investment capital
+ Utilize the plan, infrastructure of the enterprises in the friend countries + Getting the support of the enterprises in the friend countries in term of knowledge on the market
+ Overcome the language barrier between the sellers and the buyers
Working with the providers of one-way shipment to reduce the shipment cost
competition
steps, eliminate the waste during production for reducing cost
solutions during the production Step by step internationalize the production technology
dedicated and professional departments
the trust and satisfaction to the customers”
3.3 Promotion methods
- Promotion via the terminal enterprises, agents, shops and joint venturing with the friend countries to sell goods
+ Considering the strategy for attracting customers and keeping the loyalty of the
Trang 8+ Giving out the proper bonus rate and the incentive policies
+ Attracting bonus rate
+ Giving out the small promotion goods for the general agencies/ retailers
+ Approaching the retailers through marketting staffs
+ Holding the relaxation or dinning activities
- Promoting through the mass media means, looking over the detail aspects, collecting the factors which play an important role in attracting the interest of the customers to the products, services or the enterprise itself
- Use the mass media mean:
+ Advertising on television, radio
+ Advertising on magazines
- Advertising on the speciality magazine, sending introduction letter to other enterprises, associations, conventions of fairs
- Contacting directly to the shops, display showrooms and pay personal visits and holding video programs
3.4 Conducting the plan of approaching customers and selling.
- Determining the expense on advertisement and the number of each approaching type
- Determining the importance of the business relationship, personal relationship and the visit in maintaining the turn over
- Holding the selling following the channels below:
+ Company staffs
+ Immediate distributors
+ The local selling representatives who are given bonus
- Giving out the attractive bonus policy to attract agencies and terminal enterprises and
Trang 9co-operate with the venture companies.
- Advertising on the mass media means or internet and so on
- Launching the promotion program for attracting customers
- Recruiting the selling staffs good at marketing and foreign language with patience and enthusiasm and good relationship
- Having the incentive policies, preferential policies for selling staffs to keep them
- Summarizing in one table including the marketing expense and monthly selling expense
- Summarizing in one separated table including the advertisement and promotion expenses
3.5 Average turn over
- Average turnover is one of the useful tools for managing and calculating the expenses
- Defining how many approaching times and how long it takes to get one contract
- Defining whether the enterprise can sign the further contracts or only one contract, sell goods again to one customer easily or difficultly
- Defining the quantity of turn over from the effort
- Estimating the average turnover, how much is needed to get the average turn over in one selling time
- The average expense on one contract is multiplied with the number of sales contract, the result is the total expense on marketing
- Compare the average expense on one contract of one certain products to that in the whole market
- In case the selling expense fluctuates with wide amplitude, a dedicated plan should be made
Trang 103.6 Determining the price and profit
- The product price is determined based on the direct expense multiplied with one rate, then compare with the price of competing products After that, the standard price is set
- Determining how the customers response to the price, whether they buy in bulk or not, so that the discount can be given
- Having the special policy on the price and using it as a selling tool
- The supporting policies in term of finance such as consignment, discount, credit, contract transfer and so on
- Determining the profit in percentage of the selling price
3.7 Product distribution
- : The products are distributed to the customers via:
+ Household, organs, enterprises, hotels, restaurants
+ Wooden furniture contractors
+ Shops, agencies,
+ Brokers
+ Terminal enterprises
- Setting the representative office of the enterprise and branch system in each country depending on the customer number and the operating areas
- Investigating the special factors relating to the packing, labeling or transportation, which one cause the expense increase, then the selling price can be recalculated
- Building groups of service men who are in charge of freely installing the funiture If the customers buy in bulk, it is needed to have the plan for serving them
3.8 Competition analysis
- Establishing one dedicated division specializing in studying the competitors, studying
Trang 11how they organize, promote, recruit, evaluate, distribution goods, then compare with its enterprise to find the proper solutions
- Establishing a law consulting division
- Establishing a team of free consultants on design
- Signing the principle contract on transportation
- Choosing the reputed enterprises in the friend country to co-operate for enhancing the competitiveness
3.9 Estimate the selling turn over.
- Based on the orders, contracts, setting one table summarizing the selling turn over
- Establishing one division specializing in studying the market to set the proper plan
- Building the plan for implementing the promotion strategy via mass media means
CONCLUSION
Over this time, the wooden furniture sector has got many significant achievements, not only SAGI but many companies in field of wooden business Sonlam wooden furniture has been developed in all over the country The company is managing to meet the increasing demand of export to get the large amount of turn over from foreign countries Therefore, in addition to the importance of export, the development of Sonlam wooden furniture as well
as the development of the country has contributed to the whole development