Xây dựng chiến lược marketing cho sản phẩm trái cây thanh long xâm nhập thị trường nhật bản e

ASSIGNMENT PRODUCT Dragon fruit (also known as Hylocereus Undatus), in Vietnam, these fruits are also called Tuong-Lien in some provinces) The Hylocereus that comes from Greek means "wood" and Undatus means “wave” The origination of Dragon fruit is Central America These fruits came to Hawaii in 1830 in the shipment to Mexico Harbour with various kinds of fruits during a voyage from Boston to Guangdong After arriving in Hawaii, most plants were discarded because of damage and just only dragon fruits were still kept Hence, these fruits were cut and planted in Hawaii Dragon fruits grew quickly and covered Hawaii island In Hawaii, these fruits have beautiful flowers but rarely the results Dragon fruit is vine type and these trees can be slid up to 10m with many branches Dragon trunk and branches are green and they have three flat sides and their edges have small and short spines (2-4 pieces of each edge) They also have big flowers whose diameter is up to 30 with different colors, namely, white, green and yellow Dragon flowers have many sepals and wings that are stuck together like a tube Dragon Fruit has bright red, pink or yellow color, succulent and many small thorns In addition, it is easy to take their peel off The white flesh part contains many small black seeds In Vietnam, dragon fruits are planted at some largest production area and then distributed to the Middle provinces such as Ninh Thuan and Binh Thuan Dragon fruits have white colour, sweet, much water and many small black seeds Moreover, they are put on fridges or cut into two pieces for eating These fruits are ASSIGNMENT used for beverage industry From these fruits, food manufacturers made them into syrup to create candy and biscuits colours Flower buds can be cooked like dishes Flower blooming has white color like ‘Quynh flower’ and they are also used for medical 2.ANALYSIS THE ABILITY OF CONSUMPTION OF DRAGON FRUITS IN JAPAN MARKET Culture are both of sprit and physical property that are created by the real history of human society The most famous characteristic of Japan culture and society is the coexistence of traditional elements and modern elements Japanese food is known with many traditional dishes and the decoration for them Hence, Japanese dishes have attraction, the combination between color and flavor These combinations are shown specifically via the Japan living habits These combination can also be seen through the way of Japan life In addition, Japan is the country that respects the tradition of the community rather than that of individuals Japan consumption characteristic is homogeneous In details, 90% of Japanese people are in the middle class and this figure created the above homogeneous Nowadays, Japan is a developed country with the world highest group per capita income and Japanese consumers spend a relatively large amount of money for daily consumption In the structure of Japanese consumption, the consumption for food gains the highest rate Japanese consumers also have common features that are the requirement of high quality because of high living standard, durability, reliability and usability of the product For Japanese consumers, price is a signal of the quality ASSIGNMENT They are willing to pay slightly higher prices for high quality products such as fresh and attractive flavor products while the low quality products even they are cheaper but Japanese people will not buy Requirements of quality also include after-sales services such as warranty, time for fixing product and so on One more feature of Japanese people is the consideration of Japanese standards such as the Japanese Agricultural Standard (JAS) and the Japan Industrial Standards (JIS) They are more important than the international standards Due to the sensation of daily price, Japanese people require not just high quality goods, the warranty of packaging, sales services and after-sales services but reasonable price Japan is in the top countries that have high demand for import Therefore, Japanese is considered as Vietnam’ export destination However, this market is not easy to entry and it also requires high quality Hence, in order to entry this market, Vietnam companies have to try their best and then the opportunities will come Japanese consumers have sympathy with Vietnam's fruits for a long time Moreover, they are afraid of import fruits from China due to the issue of food safety Hence, this becomes a good opportunity for Dragon fruit exporters In addition, Dragon fruit has some characteristics which are suitable with Japanese people as follows: According to Oriental Medicine: Dragon fruit is sweet / light and fresh so their function are good for people’s health In addition, dragon fruits are used to detoxicate so people will feel better after eating them Especially, the sticky in dragon fruits will help to reduce the level of cholesterol of food and bile salts Therefore, obesity people who have high level of cholesterol and high blood pressure should eat dragon fruits Moreover, Dragon fruits are good for diabetes, ASSIGNMENT high blood pressure, annual constipation In the other extreme, trunks of Dragon fruits are firstly peeled and then wash them with pure water and a bit salt By doing so, this ingredient is used for burns and scalds and so on People said that Dragon flowers can be cooked with pork to make soup nutrition so this dish can treat some diseases such as weak lung and cough Dragon fruit has a source of vitamin C that plays an important role for the body to treat a number of diseases caused by lack of vitamin C In Vietnam, there are three kinds of Dragon fruit as follows: White Fleshed / Pink Skinned (Hylocereus undatus) Red Fleshed / Pink Skinned (Hylocereus polyrhizus) Violet Fleshed / Pink Skinned (Hylocereus polyrhizus) ASSIGNMENT Red fleshed Dragon fruits are adapted to grow with bright places, the appropriate temperature from 15 to 35 degree C; if the temperature is lower, dragon fruits will grow slowly or not grow Hence, it is important to take advantage of the south and southeast where the land is flat and much light Moreover, dragon fruits are suitable with high land and rural areas The land has 20% sticked rate, 40% sand, 40% soil and monthly rainfall from 50 to 100 mm will help plants to absorb nutrientions White fleshed Dragon fruits are grown in middle south and South of Vietnam and the famous place is Binh Thuan In details, this province has 5,000 hectares of planning Dragon fruits, 90,000 tons of productions and million export value in 2003 This Dragon fruit type grows well in areas where have high level of light In order to have high productivity, it is important to cultivate land at least from 30 to 50 centimeter The nutritional value of 100gram dragon fruit (including 55gram edible) as follows: • Water 80-90 gram • Cacbohydrats 9-14 gram • Protein 0.15 – 0.5 gram • Fat 0.1-0.6 gram ASSIGNMENT • Dietary Fiber 0.3-0.9 gram • Ash from 0.4 to 0.7 g • Energy: 35-50 Cal • Calcium 6-10 mg • Iron 0.3-0.7 mg • Phosphorus 16 to 36 mg • Carotene (Vitamin A): Trace • Thiamin (Vitamin B1): Trace • Riboflavin (Vitamin B2): Trace • Niacin (Vitamin B3) 0.2-0.45 mg • Ascorbic acid (Vitamin C) 4-25 mg Dragon fruit is relatively easy to grow Moreover it is not to use chemicals and provide high performance This problem also create the reasonable price of Dragon fruits and it suits with Japanese living habit The level of saving money of Japanese people is the highest in the world, once time this rate accounted for 25% of income The Japanese people always appreciate wealth and think that they have to consume logically They will feel wasteful due to throwing away something because it was old They also think that spending more than necessary is a lack of respect Japanese people are real and have a good look about their country For example, Japanese people talked about the poor resources of the country so they have to build their country by saving and knowledge In short, through the analysis of Dragon fruit characteristics and Japanese food demand, it is completely to gain success for export dragon fruit companies ASSIGNMENT DISTRIBUTION Japanese people have shopping habit at stores Japan goods distribution system has many retail stores but small, located in populated areas and is for food, clothing and other consumer goods Density of crowded population (342 people per kilometer square - ranked the fourth in the world) The retailer shops are favorite choice of Japanese people Moreover, due to the limit living area and not much reserve stores so they often go to market frequently Hence, there are some methods to approach Japanese customers as follows: - Representative in Japan - Provide information regularly on weather, growing conditions, harvesting conditions and crop time for Japanese customers - Provide details about the condition of the product before shipping and receiving feedback from importers after the goods arrive - Regularly explore the market and contact with customers; meet customer requirements through research and communication, using information technology to support the import of Dragon fruit is growing more and more despite online business is not popular; using email and the Internet to check product quality through technical inspection before shipment and landed However, face to face communication and the trust between individuals have much influence on purchasing decisions - Diversity distribution plays an important role The basic model of distribution is from growers to packers and exporters, and then transferred to the Japanese trading ASSIGNMENT company From this point, products can be shipped to retailers or hotels and restaurants - The exporter can ignore the commercial companies and work directly with retailers, especially large supermarket chains or restaurant chains Another trend is that the big supermarkets import directly from growers - To enter the Japanese market safely and reduce the costs for exporters, it should choose to find a company that is an exclusive agency for distributing Dragon fruit in Japan The two companies can corporate in research on the ability of consumers and then choose traditional consumption channels such as agencies, nationwide supermarket, retailers or online sales and use some advertising programs as follows: • Television: impact on customers comprehensively and diversified via sound, vibrant images However, the cost of this method is usually the most expensive • Press: affect via image and slogan • Internet: The development of internet and information technology leads to the usage of many companies For example, sending email • Broadcasting: sound effects, word advertising • Advertising on transportation: painted products and company names to the car, especially on the bus so this method is quite effective However, it is difficult to change the ads so it is suitable for long term products or brand of the company • Advertising through business list publications: these publications are given widely to consumers or advertising on product packaging ASSIGNMENT • SMS advertising: through telecom companies, send messages to customers about products and promotions that companies are adapting ASSIGNMENT CONCLUSION Japan is an island country located off of East Asia and it accounts for less than 0.3% of the total area of the world Japanese climate is temperate, abundant with much rainfall so this creates a diversified flora However, Japan is poor in mineral resources Most of the essential materials must be imported from abroad Japan that is still a potential country for economy, science, technology and finance stands the second in the world, after the United States Therefore, the Japan is a potential export market for many countries including Vietnam In order o export goods to this market, the study of consumer behaviour is an important job Consumer behavior are all actions that consumers show in the process of exchange of products including: investigation, procurement, and evaluation In addition, Japanese people are sensitive with daily price Japanese consumers require not only high quality products, guaranteed packaging, sales service, after sales service but also reasonable price However, Japanese consumers can pay for innovative products and there is a little change until now for this though Japanese housewives still go shopping everyday so they are important forces affecting consumer tastes and they often pay attention to price movements and new versions Japanese people would pay to buy high quality goods Customers pay attention to purchase high quality and value products In order to bring products successfully to the strict market, it requires export companies have to consider these determinants as follows: - Quality of fruits: the fresh and nutrition - Convenient distribution for customers ASSIGNMENT - Reasonable price - The ability of meeting seasonable demand - Improve product quality by product researches that bring people good health - Reputation and branding of the business - Finding a reliable partner when making advertising for the image of products ... world) The retailer shops are favorite choice of Japanese people Moreover, due to the limit living area and not much reserve stores so they often go to market frequently Hence, there are some methods... them Especially, the sticky in dragon fruits will help to reduce the level of cholesterol of food and bile salts Therefore, obesity people who have high level of cholesterol and high blood pressure... Japanese people is the highest in the world, once time this rate accounted for 25% of income The Japanese people always appreciate wealth and think that they have to consume logically They will feel