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Marketing quốc tế là công cụ giúp các doanh nghiệp mở rộng thương hiệu, mở rộng thị trường, mở rộng thị phận ở qui mô toàn cầu. Module này còn giúp chúng ta các công cụ để thâm nhập vào một thị trường quốc tế mới.
COURSE TITLE: MARKETING IN A GLOBAL ENVIRONMENT MARKETING PLAN FOR Lecturer: UBIS UBIS CONTENT Executive summary Introdution COURSE CODE: MKT 601 P a g e |CODE: COURSE MGT 601 Page SEPTEMBER 20200 CONTENT Page Executive summary Introdution Marketing analysis Marketing objectives Marketing strategies Marketing budget 11 Control & valuation 12 References 14 Pa ge |2 I EXECUTIVE SUMMARY Nike is a world leading company in the field of sports equipment and accessories however this position is under severe competition by he competitors Adidad and Puma As the traditional markets such as North America, Europe is becoming cramped on the quick feet to develop and dominate in the new markets that are vital strategy to strengthen the leading position of, and Vietnam is one of the potential market, by: - Vietnam is a country with a population ranking of 14th in the world, with over 92 million people, of which less than 65 years accounted for more than 92% - A middle-income countries, about U.S $ 1,540.00 / year - A national have traditional sports - Economic growth, high income earners among the highest in the world - this is the class conditional demand possession of high quality designer goods - There is an open culture, popular high-quality foreign goods - With favorable geographical location and preferential policies for foreign investors - As one of the countries with technical and production capacity world's largest shoe Marketing strategy: - Select each of the footwear business with reputable co-production, the finished product in athletic shoes and sports apparel products - Object target customers are young people, with incomes> 9,000 USD / year in the country and exported to other markets around the world - Distribution: Found stores selling products in the largest commercial center in TPHM, Ha Noi, Da Nang and Can Tho as Diamon, Pakson, Vincom, Trang Tien for sale in the country and the warehouse on world … - randing to finance sports athletes have famous, such as ethical: Nguyen Tien Minh badminton racket international level, Le Quang Liem - chess players and chess world class, team Vietnam U19 ball - the team is well trained, and technically capable of bringing glory to the football through Vietnam - Solution Value (CPV): create an online community Nike Financial Goals: - Export 158 million pairs of shoes in 2014 - Domestic consumption of million pairs of shoes in 2014 Pa ge |3 II INTRODUCTION Nike is a multinational company based in the U.S Business activities are footwear and sports equipment Nike is the most country in the world and is planning to enter the market of Vietnam's 90 million people Revenue and Fortune 500 ranking of Nike from 2008-2012 as follows: Items 2008 Revenue 16,326 Ranking 153 Source: money.cnn.com 2009 18,627 136 2010 19,176 124 2011 19,014 135 2012 20,862 136 The products that Nike are trading as follows: Clothing and accessories: Footwear The other sports equipment Source: google.com.vn/images Nike products that want to invest in Vietnam's major footwear and sports apparel products III MARKET ANALYSIS (the approach: from close to far, from outside to inside, from the macro to the micro) Vietnam PEST Analysis - Political & Legal Environment Vietnam is a country with a stable political regime: from 04/30/1975 to now, Vietnam Communist Party is the only party leader and through Therefore, no riots national scale Pa ge |4 and no competition, between the overthrow of political parties However, the reverse of the one party is a lack of transparency, lack of democracy and bureaucracy, corruption As reported by the organization Transparency International in 2012, Vietnam ranked 123/176 countries and territories with 31/100 points, which ranks lowest in Somalia (Figure 1) Vietnam has a policy calling for foreign investment with attractive incentives such as corporate income tax, import tax, rent, advertising costs proportion of the total cost Details refer to1: However, a problem that developing countries are often vulnerable to the policies and laws have lower stability, intellectual property law is not yet operational management and strict policies often increase minimum wage faster than planned - Economic Environment Vietnam is one of countries with economic growth rates are very impressive in Southeast Asia and in the world at a rate of 7:23% growth from 2000 to 2010 (Figure 2) Vietnam 2012 GDP of about 136 billion U.S dollars, per capita income of about U.S $ 1,540.00 / year, is between countries with average incomes Growth millionaire Vietnam is growing rapidly, up 33% from 2011 to 2010 and the highest in Asia2 Vietnam has favorable geographical position in international trade, as an official member of the largest organizations in the world economy such as the WTO, ASEAN, ASEM, APEC As of 09/18/2013 Vietnam is a member of 63 international organizations and relations with more than 500 non-governmental organizations worldwide3 - Social & Culture Environment Vietnam Population as of May 7/2013 about 92.477 million people, ranked 14th in the world and accounted 1:32% of the global population Vietnam Civil hobbyists prefer foreign goods, international brands of high quality Personality of Vietnam: less conservative, flexible, open to good and new ones, as advocated "inclusion not soluble" Passionate about fitness and sports Thousands of sports events held across the country each year as well the Phu Dong, the sport of the Board, industry, trade unions, can, by the Company, to the enterprise for the http://thuvienphapluat.vn/archive/Luat-dau-tu-2005-59-2005-QH11-vb6916.aspx Công ty Merrill Lynch Global Wealth Management Hãng Tư vấn Capgemini (Mỹ) thực năm 2011 http://www.chinhphu.vn/portal/page/portal/chinhphu/NuocCHXHCNVietNam/thamgiacactochuc quocte http://vi.wikipedia.org/wiki/Danh_s%C3%A1ch_qu%E1%BB%91c_gia_theo_s%E1%BB %91_d%C3%A2n Pa ge |5 professional and semi-professional of business disciplines such as football, martial arts, badminton, table tennis, tennis, volleyball, golf - Technological Environment System information technology, media, and technology products in Vietnam are very popular and have a high growth rate According to WeAreSocial research - a research company on social media globally, Vietnam has 34% of the population equivalent of 30.8 million Internet users, 8.5 million Facebook users, more growth high and is rated as one of the highest in the world (Figure 3) In addition, the rate of use of television, radio of Vietnam nearly 100%, of which more than 60% of cable and satellite television => This enables the advertising, media products that are easy, quick and popular According to Footwear Association, Vietnam currently has about 500 footwear enterprises, contribute about 10% of annual exports and ranks 4th in the world of footwear exports Especially TPP Union - economic cooperation agreements associated preparation Pacific force includes 12 countries: the U.S., Japan, Singapore, Mexico, Astralia and Vietnam Thus, if market participants in Vietnam, they will take advantage of tax incentives, technical, personal and the system of production of footwear Potential market - Global Market The world population is increasing, it is expected that nine billion people in 2050, including the percentage of income from about U.S $ 9,000.00 / year (this is the group of customers can use the product of) accounted for about 51.43% and this percentage is increasing (Figure 4) So the potential of the global market in the future will be extremely large - The sports shoe market is estimated to reach 84.4 billion in 2018 dollars, of which the Asian market accounted for more than 30% and still occupied the leading position (as Transparency Market Research) China, India - these countries for the processing of shoes is steadily less attractive due to labor costs and other costs are higher While production costs in Vietnam are still relatively low Vietnam Market Vietnam's income increased sharply, upcoming, expected income ratio> 9,000 USD / year accounted for over 10% of the population # nine million people This is a fertile ground for the development Production capacity for sports shoes and apparel products leading, No Vietnam prepares to become a member of the TPP (Trans-Pacific Strategic Economic Partnership Agreement), which makes the rate of the member countries will reduce the = 0, so the company in the United States, a TPP members will have many competitive advantages over investing in non-TPP countries In addition, Vietnam is the work of many other large organizations around the world such as the WTO, ASEM, BTA, AFTA , this is an opportunity for business environment with international standards Pa ge |6 - Vietnamese Consumer Behavior As a national sports enthusiast, so demand for footwear and sports accessories are great A high-quality foreign goods: best meets this standard Taking into account the high degree of, as well as most other Asian countries, with the largest communities: this maid pharmaceutical sale better Specifically in the following example: a chance to play tennis because the degree of a person buys a pair of shoes is the first to have a good quality service feet, the second is to be able to express themselves, play in style At the same time, as the community members in the Assembly should regularly sharing, exchanging, evaluating the quality plus the degree of it from other members of their shopping and branded shoeswith high quality - Consumer Behavior Trend: - With the inherent properties as analyzed above plus incomes lead to increasing demand for high-quality branded thrive Competition Sports footwear and clothing products are one sector with fierce competition In addition, competing with products such as the international brand Adidas, Puma, Reebok, new balance , also compete with domestic companies such as Bita's, Biti's, Hiep Hung, Thien Loc Since more than 90% market share in Vietnam sports shoe belong to the Company in the country, the remaining 10% of the premium segment for luxury brands like SWOT Analysis - Strengths Brand sports shoe and accessories world number 1: so easily attract customers The management, supervision, operation of professional, modern this ensuring product quality, service quality Engage a team of highly qualified human resources: strategic planning will be correct and appropriate Having long experience in multinational business => control and contingency planning policy, exchange rates, raw materials, personel, communications and cost - Weaknesses Product quality inconsistency: hardly has own factory to product quality depends largely on the manufacturing partner Although making process is a very rigorous quality and direct staff supervision, but this still does not guarantee the quality of each product in the similar distribution outlets Quality of service heterogeneity: by systematic business stretches worldwide, with hundreds of thousands of personnel from many countries with different cultures and different knowledge levels should the quality of service is the difference between the point of business is inevitable Easy to catch receiving criticism from international human rights community, trade unions, environmental management by just about product quality, the problem is due to the outsourcing partner self-control: such as recruitment, welfare policy, environmental policy, tax policy and compliance with laws So when there is a problem due to the processing caused constructive criticism well, leading to image, brand also affected by Pa ge |7 's strategy of producing products in Vietnam only needs serving overseas in Vietnam needs to be met from imports in 3rd countries like Thailand, Indonesia should be a very high price, speed delayed supply of goods and high inventory costs - Opportunities Vietnam is a member of the TPP should tax import and export of raw materials in the block = 0, so the strategies to take advantage of this is to increase investment in Vietnam; Export production from Vietnam Men in the transshipment warehouses and demand for the country in the cubic Vietnam political stability should be the limit of social unrest, making long-term peace of mind Cost of labor, land, buildings, water and electricity in Vietnam is quite low So costs will reduce, and increase efficiency - Threats The high-quality materials in the industry has to import most of it will increase costs 90% share of the sports shoe are domestic companies, income is not high Vietnam must take steps to fit firmly and pull as well as market share Industry of Vietnam logistic stub should export transportation is largely dependent on foreign shipping lines => time-consuming and cost Market entry strategies - For the production: implementation of strategic contract manufacturing, processing with the shoe manufacturing company in Vietnam This strategy has the following advantages: Consistent with the overall strategy of Infiltration and exit the market quickly Reduce the cost of investment and financial personnel management Take advantage of market products There are downsides to the analysis of the weaknesses in the SWOT matrix - For the local business market and product quality control: Establishment of company 100% with the following functions: Vietnam Market Research Suggested product strategy: what products sell, features and performance characteristics, style, size, source: imported or produced from domestic partners Establish pricing strategies and distribution channels Center warranty, maintenance, after-sales and customer care There is also an important function is to monitor manufacturing processes, monitor contract compliance and product quality of contract manufacturing partners IV V MARKETING OBJECTIVES: Financial: - Export 158 million pairs of shoes in 2014 - Domestic consumption of million pairs of shoes in 2014 Non financial - Brand is at least 50 million people in Vietnam know 2014 MARKETING STRATEGIES: Strategic orientation of 's global: Pa ge |8 - Regarding the product: Focus on the product segment sports shoes, the product sports apparel and sports equipment to high-quality value-added Regarding income: focus on class with average income (about 9,000 USD / year) or more, as this is the group of customers can afford to use high-end products by For ages: focus on the customer group aged 14-30, according to the study because of , this age need to use twice the remaining age groups On the national focus on sales to the U.S market (the market is up over 40% of global revenues ) and developed countries, gradually shifting to the developing countries as well as the Potential markets At the time of the contract manufacturing outsourcing production in the country has a competitive advantage Assessing market potential and choosing target markets or segments: Characteristics of Vietnam market are more compatible with the selected strategic force - For the supply of product strategy, Vietnam is the best selection for power: Production level of world-class industries Competitive cost Favorable trade position As a member of many important economic alliance - For business strategy, Vietnam is a good choice because: Ages 14-30 segment of Vietnam more than 20 million people Segment income> 9,000 USD / year more than million people and income growth rate is increasing Culture and personality of Vietnam is very convenient to The main competitors of the world was in Vietnam Nam , cannot procrastinate Product-market decision Products selected for Vietnam market: focus on sports shoe and apparel products, and other products are subsidiary Strategic target approach - For the manufacture of finished products held a launch event in Vietnam, in which the key ingredient is inviting businesses in the footwear and apparel industry Organization of procurement contract manufacturers, selected approximately 40-50 business reputable, qualified, with professional management system and without scandal To supervise compliance with the contract manufacturing business of winning bid Distribution to focus on fine ordered by at US - For business: due to market high-end sports shoes Vietnam is still relatively primitive understanding of product features in extent and magnitude of the relatively small market segment should minimize the charges proposed approach applied marketing strategies regardless selective, as follows: - Products regardless of age - Differentiated products in terms of features such as: football shoes, tennis shoes, running shoes, tennis dresses, outfits soccer match specific size of South East Asia In particular, products sold in Vietnam must be imported, not the products produced in Vietnam, this has been the following benefits: - Branded imported Pa ge |9 a b c - d - Higher profits without fear of authorities looking Avoid the smuggled goods from the processing facility to disrupt markets and market prices of brand Positioning Promoting the advantages of brand further cultural features of Vietnam, to the option proposed in the direction "of sport performance for the discerning professional." With this positioning product requirements: high quality, suitable for hot and humid climate of Southeast Asia, youthful design, fashion and color with bright colors, luxurious 4P1C (strategy for commercial banks in Vietnam market) Product The product size fit people of Vietnam and Southeast Asia: about 37 to 42 Being imported from the warehouse in Southeast Asia, participating TPP as Malaysia, Singapore There is sweat absorbent material strengths to match the characteristics of the humid Southeast Asia There distinguishing product features: soccer shoes, tennis shoes But not distinguish the taste of the age and gender In addition, the main products are shoes, sports shoes and clothing, also sell other products such as bags, luggage, socks, backpacks Price The value of global policies to keep brand and profit Place Distribution system, divided intothree phases: Phase 1: open approximately 20 business locations in major cities such as Ho Chi Minh City, Hanoi, Da Nang and Can Tho Position is located in the major commercial centers such as Pakson, Diamon, Vincom, Trang Tien Plaza Phase 2: open of business in 10 provinces to develop as: Ba Ria-Vung Tau, Dong Nai, Binh Duong, An Giang, Hai Phong, Bac Ninh , well placement in the major commercial centers Stage 3: Allow some franchise businesses for sale products in provinces and regions that have not store Set up two cubic center is located in Ho Chi Minh City and Hanoi to import and distribute goods to the business location Promotion Set one customer care center in the city, we can set location to the distribution center, the center's mission: Free Switchboard Toll 24/7: professional receiving, forwarding and processing feedback information to customers, partners, agencies and internal management Make warranty and product maintenance Designed for the advertising, PR, promotion, event Registration of intellectual property rights Established website with full information: leadership, product information, functionality, utility, price, and store the list of agents, information cooperation, sharing forum, the communication, consultation, and feedback received orders, receive and respond to inquiries, complaints P a g e | 10 - In particular, Vietnam will establish a forum for customers as well as society as a whole, the main content is to create a community, where people will be consulted and received / sent from sharing experts products, health professionals as well as from the other customers in the community on these topics: Proceedings of selecting suitable products Experience, training courses running processes as well as other subjects to results you want The food necessary to exercise the satisfactory Create an option for each user to manually manage customer processes their practice, for example: on 01.01.2014 is 60 kg weight; dated 01.15.2014 is 59 kg; dated 30/01 / 2014 58 kg e Communication - Organizing a big event debuted in Vietnam in the event the minimum must include: Board, the U.S Embassy, the Vietnam government officials, footwear association, association of investment foreigners in Vietnam - Post advertising on sports sites, social networking sites such as facebook, twitter - Advertisement on VTV1, HTV9 and duration of about 30 seconds after the sports program at 20 hours,3- year period, a period of 15 days - Signed 5-year funding for Nguyen Tien Minh - badminton athlete excellence Vietnam - Contract 6- years funding for Le Quang Liem - Athletes Best chess Vietnam - Signed 3- year sponsorship deal for the football club U19 Vietnam VI MARKETING BUDGET Spreadsheet costs of marketing plan No Events The cost of establishing and running a customer care center about 50 people Cost of establishing and operating sites Event launches Costs clips and TV advertising, web (Figure and 7) Financing costs for Tien Minh, Quang Liem Financing costs for U19 team Other contingent costs Total Chart costs: P a g e | 11 USD/year 500,000 100,000 500,000 300,000 200,000 500,000 200,000 2,300,000 Investment efficiency No Item Revenue from shoes (2,000,000 pair x 100 USD / pair) Revenue from other products Cost (including tax expenditures) Profit after tax USD/year 200,000,000 10,000,000 191,100,000 18,900,000 Interpretation: - Revenue from the sale of shoes, sometimes projected 2,000,000 sales, the average price of 100 USD / pair Other revenue is the revenue from the sale of associated products, is estimated at 5% of the revenue The cost and profit after tax in proportion to the current average of , respectively: 91%, 9% (Figure 5) VII CONTROL & VALUATION To control and evaluate marketing plans, we make the process steps implemented, as follows: Control the work performed No Task Establish customer service center Execution time 01/10 - 31/12/2013 Design and operation website 01/10 - 31/12/2013 Event launches 1/1/2014 Clip + TV advertising, web Early Q1, 2,3/2014 Contract funding Tien Minh, Q1/2013 Quang Liem and U19 Control business results Month Average shoe sales / month P a g e | 12 Person responsible CEO Viet Nam CEO Viet Nam + IT manager CEO Viet Nam + PR manager PR manager PR manager Other Product Sales per / month 16, 666,667 833,333 16, 666,667 833,333 16, 666,667 666,667 66,667 666,667 666,667 666,667 666,667 10 666,667 11 666,667 12 666,667 Tổng 833,333 16, 833,333 16,6 833,333 16, 833,333 16, 833,333 16, 833,333 16, 833,333 16, 833,333 16, 833,333 16, 833,333 200,000,00 10,000,000 Target business in 2014 will be allocated to all the shops and CRM Every month, the company will evaluate the performance targets Months of 6th will total assessment, if the results affecting the business plan, the marketing plan remains set.If not achieved will be marketing plan provision, as follows: - Free Weight Loss Advice at the point of sale for bill of 100 USD or more - Program donated 10 tickets for football final Winter Olympics in Sochi, Russia's 10 Best CRM sales APPENDIX P a g e | 13 Figure : Table transparent national ranking 2012 Figure 7: Chart of economic growth in Vietnam 2000 - 2012 Figure Statistics using the internet and social networks in Vietnam Figure 9: Statistical classification table of world income P a g e | 14 Figure 10: Quote of the business reported year 2012 Figure 11: The advertised HTV9 2013 P a g e | 15 Figure 12: The advertised price VTV1 2013 P a g e | 16 ... summary Introdution Marketing analysis Marketing objectives Marketing strategies Marketing budget 11 Control & valuation... Vietnam - Signed 3- year sponsorship deal for the football club U19 Vietnam VI MARKETING BUDGET Spreadsheet costs of marketing plan No Events The cost of establishing and running a customer care... will total assessment, if the results affecting the business plan, the marketing plan remains set.If not achieved will be marketing plan provision, as follows: - Free Weight Loss Advice at the