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XUẤT KHẨU ĐỒ DÙNG GIA ĐÌNH, ĐỒ THỦ CƠNG MỸ NGHỆ TỪ CÂY BÈO TÂY RA THỊ TRƯỜNG QUỐC TẾ “To export household appliances, fine arts and handicraft products, which are made from water hyacinths into international market.” General introduction Hanoi Handicraft Co.,Ltd was established in 2009, specializing in trading fine arts and handicraft products that made from water hyacinths Before that, the company just concentrated exporting in the domestic markets, at the moment, it wants to internationalize and integrate into the global market Head office: 243 Xuan Thuy Road, Cau Giay District, Hanoi City Telephone: (+84)439233774 Tax code: 05110235 Business license number: 05110235, issuing by Hanoi Planning and Investment Department Bank account: 02842567489 At Vietnam Foreign Trade Bank, Cau Giay branch Business office and Gallery: 243 Xuan Thuy Road, Cau Giay District, Hanoi City Production factories: Phu Xuyen – Hanoi, Thanh Ha – Hai Duong The major products of the company: At the beginning time, the company concentrated mainly on the simple products with the designs learning from Thailand likes: bags, mats, baskets In the beginning 2010, the company has invested more equipments and labour to produce more complex design products such as: Salons, beds, cabinets, night-lamps At the present, the company has hundreds type of products with diversified designs The advantages of the products made from water hyacinths are light, good desiccation, high durability Material sources are developed at the two places: Phu Xuyen – Hanoi and Thanh Ha – Hai Duong These are the places have many ponds and lakes, thus, material sources are stable, able to meet expanding production scale of the company The company source development is supported by the government of the two stricts Phu Xuyen and Thanh Ha, because it is not only create jobs for local labours but it also help to unfreeze the flow, keeping water for production and environment regulation, especially in the situation of filling in ponds, lakes, rivers in order to get land to build houses like at present Labour source at the two districts is also plentiful, high skill There are many artists in the areas, therefore, this is a prerequisite for the enterprise developing various ideals and designs for its products The company products are mainly sold at the tourism areas, big cities like: Hanoi, Dan nang, Ho Chi Minh They are also preferred by both domestic and foreign customers For foreigners, they are mainly the tourists from German, Australia, Japan, Taiwan They interested in these products because they are the handicrafts and fine arts items with nice designs, natural original and harmless with environment Annual tourism season, at the time of foreign tourists, overseas Vietnamese come to Vietnam is also a period that the company sign the greatest number of orders Whereas, the products are preferred by foreigners, the company expects to expand production scale and to open a new step for the company future: Export these products into foreign market with the potential one like Australia, German Researching potential markets: The enterprise considers Australia and German as the potential markets because, the number of foreign orders in the recent years has been focused mainly on these nations The company has carried out researching markets to bring Hanoi Handicraft’s products approaching international customers 2.1 Research market methods - Researching statistic from sources: www.gso.gov.vn, www.tinkinhte.com, www.worldbank.com, www.wto.org - Sending employees to conduct survey directly at the markets: Conditions of economy, social, political, cultural, environmental, legal - Sending catalog, goods samples to the market to study real needs of customers - Segmenting markets: Choosing target customers - Studying competitors 2.2 Prominent characteristics of the potential markets After researching the conditions of economy, political, cultural, environmental, legal of Australia and German markets, the prominent points of each market are shown as follow: a Australia: (source: www.tinkinhte.com) S W - The company products are inline - Difficult to trade in the Northern with taste of the major people: Area because the weather is not Customers inline with the production prefer using the natural original items - The enterprise has no experiences - Various and diversified design, in export area unique material - Lack of the market information - - Reasonable price - The two markets are far away on geography, transport and difficulty protect commodities O T - Exempting tax for fine arts and - Strict regulations of Australian handicraft, preferred import items customs about bills, vouchers and packing - Vietnam and Australia has signed many bilateral investment promotion agreements - Few competitors in the same fields b German: (Source: www.tinkinhte.com ) S W - The company products are inline - Not understand clearly business with taste of the major people: communication Customers Germany prefer using the natural original items culture of - The enterprise has no experiences - Various and diversified design, unique material in export area - Lack of the market information - Reasonable price O T - Exempting tax for fine arts and - Easy handicraft, preferred import items change consumption taste, especially the youth - The two markets are far away on - Vietnam and German has signed many to bilateral geography, transport, difficulty investment promotion agreements protect goods items - Old population, increase - Few competitors in the same population rate is lowest in the fields world 2.3 Selecting the target markets: Base on the above information, comparing the two markets Australia and German to find out the target market Competition is shown as follows: Factors Customer market Weights 0.3 Score Score x Weights Aus German Aus German 1.8 2.4 Tax 0.2 1.6 1.4 Increase population rate 0.2 1.8 0.8 Customs procedures 0.1 0.4 0.6 packing 0.1 0.5 0.7 0.1 0.6 0.5 7.3 5.8 Product specification Business culture Total From the above table we see that, Australia is the chosen market of the enterprise in the beginning time of approaching with over border business model However, the company will still maintain business relationship with German, creating premise for the company to export the products to the market in the future Market penetration plan/strategy 3.1 Target market in the medium term (2 year plan 2011-2012) + Getting familiar with the new market, building friendly customer group follow each product + Increasing popular level of the products and brand name of Hanoi Handicraft + Pushing up target customer communication rate by 90% in the PR campaigns + Selling at lest 10 products/weak at each showroom + Satisfactory customer rate about products and services of the company reaches 90% + Expanding business share up 5%/year + Decreasing marketing cost about 10% in the next months 3.2 Segmenting markets: + According to Income: Fairly income persons + Social status: The successful and rich peoples Moreover, these people always go shopping basing on their habits and reputation of their company + Age: Customers from 30-55, who have enough money and experience (identification product capacity) + Personality: Toward the customers who prefer with design but less interested in durable of products 3.3 Building strategy: 3.3.1 The key strategy: The strategy focus on the differences (niche strategy) + Special design and stable quality: Incessantly researching, creating the better products, the associate products + Subdividing product into small parts to sell will increase need meeting capacity for customers 3.3.2 All kind of methods will be used in the Niche strategy + Marketing through the traditional ways: (printing, television, public relations) + Interactive marketing: Web, social network… +Personal marketing: (Direct marketing, marketing through the relationships) + Marketing towards to customers + Marketing by market partitioning + Marketing with diversified quantity, simple designs + Marketing with reasonable quality products + High using and reasonable price + Good delivery and payment services + Good customer care services 3.3.3 Located strategy Through the motto of the Company: “New style for your house”, we want to confirm that:  Hanoi Handicraft products will bring a new change to your house, bringing love and bond between the owners and the houses  Hanoi Handicraft services will bring a peace of mind to customers when using variety after-sale supports such as: free maintenances, fix services within the beginning months  Reinforcing, polishing the company products at each house  Paying much attention to popular customer by creating new products to inline with the customer group demands 3.3.4 Brand name:  Registering patent protection at the local nations under their regulations  Printing and labelling the company’s design, brand name on each brochure, catalogue or product  Building specific images associating with the company brand name  Expressing image and brand name of Hanoi Handicraft on any marketing, public relation strategy 3.4 Marketing programs: The advertisement means include: + Advertising through printing on magazines, brochures, newspapers… + Locations and galleries + Participating actively on the exhibitions + Funding money to charity programs + Website: Encouraging customer to enjoy designing, developing products, storing customer information data for the customer relation management 3.5 Sales promotion + Supporting retail shop owners follow turnover and location + Stimulating customer to buy the company’s items through the advertisement the retail website, discounting – 10% for regular customers on the occasion of New Year, Holidays… + Support customer services, direct sales and trade promotion: Establishing a sales force, payment channel, commodity distribution channel, customer support… Implementing plan: In order to penetrate into the above markets, the company is expecting to use the main export methods through the contracts, joint ventures and production organizations  Export: Including indirect export, export cooperation and direct export Export need small capital, easy to integrate international market and to get much international experiences  Contracts: There are several kinds of contract when entering the markets like: o Lixang Contract recognizes invention copyright o Transfer contract o Co-production contract o Management contract (Popular using in the Middle Eastern countries)  Joint ventures: This is a effective methods to break into the markets in the different economic patterns such as: Taiwan, Philippine, and other developing countries The most common form of joint venture is to contribute capital of two partners o Advantages: Reducing investment need on other resources, dividing risky, using experts and contacting directly with foreign markets o Disadvantages: Arising conflict among the joint venture partners, difficult in communication, management, operation, and partner control  Production: Because of the unstable conditions of economy, political and social in over the world, thus, entering the market by this methods containing the highest risky Budget: The initial estimation capital source invests into producing commodities exported to Australia market is about 2,000,000,000 VND (2 billion) Estimating to reclaim capital and get profitability within years The items expect to export into Australia market in the beginning time Items Quantity Turnover(USD) Cabinet 50 500 25,000 Chair and table 50 380 19,000 Bed 70 420 29,400 Nigh – light 200 30 6,000 Basket 1000 10 10,000 Bag 500 20 10,000 Total Price (USD) 109,400 Human resources: In order to ensure the enterprise export operation smoothly, the company has 10 added more labours and established an export sales department The department has responsibility in all export activities The concrete duty of the export sales department as follow: - Researching export target market - Defining strategy, building implementing plan - Supervising the company activities at the business locals - Building market development plan Evaluating performance supervising Evaluate and performance implementing is assigned for the Evaluate Department of the company The Department will send the monthly, squarely or yearly reports about the export situations into Australia of the company, giving the best methods to stimulus the company business operations Conclusion Above is the business strategy of Hanoi Handicraft in 2011 – 2012 stage The enterprise has enlarged business market over the Vietnam border, gradually integrating the World economy The strategy will be changed to inline with the actual situations With the determination of all employees in the company want to build strongly Hanoi Handicraft band name on the International market The company believes definitely that, it will overcome all big challenges to confirm valuation and brand of Hanoi Handicraft in the regional and international markets 11 ... foreign tourists, overseas Vietnamese come to Vietnam is also a period that the company sign the greatest number of orders Whereas, the products are preferred by foreigners, the company expects... trade in the Northern with taste of the major people: Area because the weather is not Customers inline with the production prefer using the natural original items - The enterprise has no experiences... The enterprise considers Australia and German as the potential markets because, the number of foreign orders in the recent years has been focused mainly on these nations The company has carried