Đầu tư sản xuất và phân phối café sang trung quốce

ĐẦU TƯ SẢN XUẤT VÀ PHÂN PHỐI CAFÉ SANG TRUNG QUỐC INVESTMENT RATE AND DISTRIBUTION OF COFFEE TO CHINA CONTENTS I COMPANY OVERVIEW VINACAFE II PRODUCTS AND PRODUCT LINES Products Product line Current business situation Vinacafe III WHY INVEST IN CHINA The society-economic conditions of China Infrastructure Distribution channels IV STRENGTHS AND LIMITATIONS OF THE CHINESE MARKET ENTRY Strengths The limitations V STRATEGY ENTERING THE CHINESE MARKET Products Pricing policy Investment focus areas Promotion Policy Develop promotions for each channel Revenue and market share I INTRODUCTION OF VINACAFE COMPANY AND THEIR PRODUCTS About Vinacafe - Full Name: Café Bien Hoa Joint Stock Company - International name: Café Bien Hoa Joint Stock Company - Abbreviation: Vinacafe + 1975 - Bien Hoa Coffee Factory Unified Vietnam, Coronel family returned to France They handed over the machine for the Provisional Government of the Republic of South Vietnam Coffee Plant Coronel was renamed Bien Hoa Coffee Factory and is assigned to General Management Food Technology At the time of delivery, Factory Coffee Coronel has not tested successfully by even very passionate about work, but which is an agricultural engineer, Mr Marcel Coronel not found how to "tame" the chain complex system including many machine machinery, equipment and processing coffee + 1977 - Vietnam successfully produced instant coffee, on the occasion of the second anniversary of unified Vietnam, fresh coffee First the oven for the joy of all officers and employees Factory During the previous two years, a collective of engineers, workers days and nights together to explore, to be able to study successful operation factory 1977 marked an important milestone of the coffee plant Bien Hoa and also Vietnam's coffee industry: first, Vietnam successful production of instant coffee + 1978 - Vietnam Coffee abroad Under Protocol Vietnam signed with countries in the socialist system of barter, from 1978, Bien Hoa Coffee Factory started to export coffee soluble coffee to the countries of the former Soviet Union and Eastern Europe + 1983 - Brand Vinacafé birth During the 1980s, Bien Hoa Coffee Factory has improved research technical progress for the construction of standard production processes, just coffee production soluble coffee exports under government orders With address production is recorded on each packaging of products, name "Vinacafe" the start appear in the Eastern European market starting from 1983, marked the moment brand Vinacafé life + 1990 - Official Vinacafé back Vietnam: In the late 1980s, the single order coffee Vinacafé days decreases, with the speed of changes in the disadvantage of the socialist system in Soviet Union and Eastern Europe 1990, official Vinacafé turned back Vietnam even before some of the products Coffee Factory would have been consumed in this market + 1993 - Birth of instant coffee in : When you return to Vietnam, the product of Bien Hoa Coffee Factory difficult to find a foothold, so that Vietnamese coffee market has been haped by the habit of drinking coffee roasters doped (main implications from clean rivers prohibiting coffee led to a shortage of raw materials, it is corn fillers and other additives to coffee) Along with the toddler steps of Vinacafé, also the first Vietnamese to the coffee Instant coffee in Vinacafé birth has been accepted on the market quickly The solution of sugar and flour coffee cream prefilled small package helped the Vietnamese people for the first time first satisfied the habit of drinking coffee with milk, but not for drip coffee filter 3-in-1 instant coffee fast success the brand Vinacafé immediately Bien Hoa Coffee Factory Intellectual property registration in Vietnam and many countries around the world Drip coffee filter- 3-in-1 instant coffee fast success the brand Vinacafé immediately Bien Hoa Coffee Factory Intellectual property registration in Vietnam and many countries around the world + 1998 - Second Factory : 1998 marked an important milestone for the outstanding growth Home instant coffee processing plant was constructed for the second insite of the old mill This plant has a design capacity of 800 tons coffee / year, 10 times larger than the old factory Only two years later, new plant was officially put into operation to meet demand The higher of the domestic market and export + In 2004: JSC Vinacafé Bien Hoa December 29, 2004, Bien Hoa Coffee Factory transformation of businesses - from state-owned enterprises into joint-stock companies Love you brainchild, plus the emergence-known brand Vinacafé, the founding shareholders (mostly of Bien Hoa Coffee Factory) was new name for the company is: JSC Vinacafé Bien Hoa (Vinacafe BH) This is the time to open a new chapter to the history of the company that it planned development strategy, rewritten porcelain destiny, a new vision and identify your core values, in Vietnamese context of international economic integration II THE PRODUCTS AND PRODUCS LINES Product line: The products Roasted – Ground Coffee Instant Coffee Instant Nutrituos Cereal De Men Instant Nutrituos Cereal III CURRENT BUSINESS SITUATION VINACAFE Currently Vinacafe carved wide distribution network both countries with 200 distributors nationwide There are three factories in Long Thanh, Dong Nai Province, with production lines, the maximum capacity 1,000 tons / year Bien Hoa Vinacafe now accounts for 40% of domestic market share and within five years after listing, the company plans to continue to from the new plant, the development of the Chinese market by studying investment in a factory in the north Sales revenue of Vinacafe from 2006 2011 are very impressive growth and sustainability The average increase growth year after year is 25-40% Specifically: Revenue in 2007 was 619 billion Revenue in 2008 was 863 billion Revenue in 2009 was 1.020 billion Revenue in 2010 was 1, 301 billion Revenue in 2011 was 1.585 billion Revenue in 2012 is estimated at 2.300 billion Besides, the net profit in 2007 was 138 billion in 2011 is 398 billion, expected profit after tax for 2012 is 300 billion The time now Vinacafe are exported to countries like USA, Japan, Canada, Russia and other countries Eastern Europe with the traditional product is soluble coffee and roasters Next 2013 plan of Vinacafe will study nutrition and grain production suit your taste and the tastes of consumers in the U.S and other countries European region, this is also the strength of Vinacafe III WHY INVEST IN CHINA Economic conditions, China's political China is the most populous country in the world, according to the World Bank China's population in 2011 was 1.344 billion people, growth the last years average is 8.5% and in 2011 was 9%, the average income capita is $ 5,000, the Chinese economy after WTO accession elimination of tariff and non-tariff barriers, Chinese goods will flooding the world and from the world flow into China In addition, the China's political stability, legal system reform significantly in order to attract foreign investment, macroeconomic policies of State equality in the creation of a competitive environment between the FDI and domestic enterprises In 2011, FDI in the U.S reached $ 227 billion, while FDI into China reached 116 billion USD (according to UNCTAD data sources) u UNCTAD) Infrastructure On infrastructure, China has in recent years developed strong response to economic development Investments "direction future "is in infrastructure and urban planning Basically, the high investment and sustainable growth of China is supported by huge savings and a relatively young labor supply and abundant In the 12 countries with the world's infrastructures all present in China are ranked No Source "Global Competitiveness Report World Economic Forum 2010 -2011" Distribution of goods in China After opening, China's distribution system at controlled close State as before instead is a flexible distribution system activities, operating under the regulation, according to the demand of goods and market competition Like Vietnam, the distribution of Chinese goods channel retail and wholesale channels This is a huge advantage Vinacafe in the production and distribution in the Chinese market National IV STRENGTHS AND LIMITATIONS OF THE CHINESE MARKET ENTRY Strengths In recent years, Chinese people tend to consider drinking coffee Coffee is the new style, instead of the traditional tea practices systems With a population of over billion people, China is actually a potential market for Vietnam According to statistics from the General Department of Vietnam Customs, exports of coffee Vietnam to China increased by 30% compared to 2009, reaching more than 32 million, accounting for 1.5% of the total export turnover of Vietnam's coffee 2010 around the world Vinacafe is a famous brand in Vietnam, sales and marketing section are ranked No in Vietnam Individual coffee industry, current Vinacafe are two types of product lines is soluble coffee and coffee roasters Soluble coffee product identified in the intensive strategy enter the Chinese market, it is found that the people China favored by taste and reasonable price with the majority of Chinese people According to a survey that the company's staff Vinacafe survey in Beijing and Shanghai is the second largest city of China is currently in a cup of instant coffee in cities equivalent to about 10,000 - 12,000 USD, while a small package Vinacafe only price is U.S $ 2.000 to 3.000 Similarities in culture, politics between Vietnam and China is also one of the conditions interest in investing in this market In addition the company has a team of qualified managerial and economic experience, 70% are university graduates and postgraduates Division product research and development are trained in the basic and worked in large foreign corporations Examples such as Nestle, Maccoffe this is the important resource in the development of Vinacafe in recent years Can confirm that this is the advantage of very big investment in production and distribution of products soluble coffee market China 2 The limitations In addition to these strengths, while investors soluble coffee market China Vinacafe company also has a few limitations need to improve First, inexperienced foreign investment, financing limited and dependent on loans Monday is not a professional PR department in the enterprise and also investment is not adequate for this part V MARKET ENTRY STRATEGIES IN CHINA Products Provide products suitable to the taste of the Chinese people, in addition must be redesigned packaging and color of the product line with the customs and practices of the Chinese consumer is taken red is the dominant color of the product With the policy of "coffee made from coffee" are considered strategic long-term in the natural production of coffee has no flavor materials, cornstarch mixed with the product concerned to the benefit of consumers and public health Pricing policy Strategy for the period 2013 -2015 of Vinacafe soluble coffee is put enter the Chinese market as a precondition for successful café roasters and cereals market participants Segment Vinacafe targeting the youth as dynamic class is the main contribution to the soil water in the future So the price for this segment must match with their income and compete with the same products Plan of Vinacafe will sell to Chinese consumers as follows: Box of 20 sachets 42,000 VNĐ Box of 24 sachets Price shops 50,000 VNĐ Price shops 48,000 VNĐ Consumer Consumer 58,000 NVĐ Price Price Market focused investment After analysis of the survey and the fact that Vinacafe focus on five provinces and cities: Beijing, Shanghai, Guangzhou, Guangdong and Fujian This is where the concentration of population and income capita in China Also in these provinces / cities, of Vietnam's coffee production is also exported to the region this, but only exported across the border Thus, if investment and specific strategies and clear, this is a potential market of Vinacafe it used to enter Chinese Distribution channels To penetrate quickly and effectively to consumers, the company will choose many different distribution channels will prioritize investment and traditional 2-channel development and (GT) and modern distribution channels (MT) With GT, the company will give priority channel in the rural areas where the system undeveloped supermarkets, consumer habits of the people want convenience, the standard of living of people is not high and not well developed infrastructure GT channel is the optimal choice to reach consumers MT channel will invest heavily in the city center, the park career The selected partner company distributes products are prestigious corporations in the world such as: Metro, BigC Develop promotions for each channel Like the distribution system in Vietnam, the price will be research companies thoroughly before entering this field to make insurance distribution channels not hamper but support for the development of products Also offer support programs promoting sales goods to suit each different distribution channels, in addition to the company during product launch is expected to invest about 5,000 points Sampling at the crowd and distributed free of charge to 2,000,000 households family in the big city, every household is a soluble coffee package In parallel with the Sampling and Wet sampling, the company will invest 10,000 baner, 1000 Standee at grocery stores and supermarkets The media and press releases, TVC and other electronic media will promotion company in the time-to-market products Turnover and market share Goals 2013 - 2015 of Vinacafe is geared towards system stability distributor to complete the objectives in terms of revenue and market share Year Revenue ( Billion USD) 2013 $8,000,000 2014 $15,000,000 2015 $24,000,000 References World Bank General Department of Vietnam Customs Market share 10 % 16% 22% Source: UNCTAD http:// www.vinacafebienhoa.com.vn http:// www.Biz.cafe.vn http:// www.vinacafe.com.vn ... starting from 1983, marked the moment brand Vinacafé life + 1990 - Official Vinacafé back Vietnam: In the late 1980s, the single order coffee Vinacafé days decreases, with the speed of changes... OF VINACAFE COMPANY AND THEIR PRODUCTS About Vinacafe - Full Name: Café Bien Hoa Joint Stock Company - International name: Café Bien Hoa Joint Stock Company - Abbreviation: Vinacafe + 1975 -... other additives to coffee) Along with the toddler steps of Vinacafé, also the first Vietnamese to the coffee Instant coffee in Vinacafé birth has been accepted on the market quickly The solution