The project on expanding retail market for shan tuyet tea products of hoang ha tea import export co , ltd

Bachelor’s Degree in Managing and Running Organization Project Conduction Student’s name: NGUYEN Linh Huong Name of the company: Hoang Ha Tea Import Export Co., Ltd Promotion 2017-2020 Address: Thuy Lam Hamlet, Thanh Son Commune, Thanh Ha District, Hai Duong Province Working period from February 20th to May 10th 2020 Name of project: “The project on expanding retail market for Shan Tuyet tea products of Hoang Ha Tea Import Export Co., Ltd” Tutor in university Tutor in company LA TIEN DUNG DO VAN HAU ~ Hanoi 2020 ~ TABLE OF CONTENTS ACKNOWLEDGMENT There will be no success without the support of others whether more or less, direct or indirect From the very beginning, I have already received great attention from my competent lectures, fellow friends and family With very sincere gratitude, I would like to give special thanks to our lecturers at International Faculty – University of Commerce and University of Toulon, who have enthusiastically conveyed your profound knowledge through my school years Especially, I would like to show my deep sense of gratitude to my lecturer, Mr LA Tien Dung, for his constructive advice to help me finish my internship at the company excellently I also would like to express my great appreciation to all of the staff of Hoang Ha Tea Export Co.,Ltd as well as Mr DO Van Hau, who directly instructed and gave me suitable orientations in terms of my major and my future career I Introduction of the company and internship Overview of Hoang Ha Tea Export Co., Ltd Starting operation: in 2011 Address: Thuy Lam Hamlet, Thanh Son Commune, Thanh Ha District, Hai Duong Province Scope activities: Tea and freight by road Director: Hoang Van Hoan Phone : 0912026924 Email : vnextea20@gmail.com Mission: "Bring Vietnamese tea to conquer the international market" Core values: Focusing on customers; cooperation, mutual development with partners; apply technology, improve product quality Vision: Become the familiar face of Vietnamese tea distribution in the international market Slogan: "Essence of the Earth" DIRECTOR Service Department Organization Department Financial Department Project Department Manufacturing Department Organization chart Human resources management Customer service General Accountant Consulting Services Planning Staf Promotion Manufacturing Quality Control Investment Plan Transport Supervisor Project Team Budget Management Market Research Inventory Management From : Human resouces department SWOT : 3.1 - Strengths : Shan Tuyet tea domestic market of the company thrives: the company's annual wholesale output reaches 120 tons / year.With many years of operation in the field of tea distribution in domestic and foreign markets, the company easily assesses the level of customer preference for each type of tea through sales and purchasing frequency Therefore, when the company wants to enter the retail market, the board of directors as well as the relevant departments can easily assess and decide which products will be the focus for the company to focus on the retail market 3.2 Weaknesses : Although the company has many years of experience in the field of tea distribution, but up to now, the company is completely distributing tea in the form of wholesale Therefore, entering the retail market is a completely new field for the company, the company will have to start from scratch and the experience so far may 3.3 not be able to support the project this case Opportunities : Shan Tuyet tea in the retail market is still quite weak compared to green and black teas, not diverse and not yet offering consumers a variety of choices: - At the big supermarket chains like Vinmart, Lotte mart, products are not on sale, - only 1-2 types are on sale while green or black tea products are much more diverse When searching on Google with the keyword "Shan Tuyet tea", there are 70 million results in 0.41 seconds but most are the results introducing the use and value of this - tea, not many links to prestigious shopping addresses On e-commerce trading floors, searching for "Shan Tuyet tea" has very few results, such as Lazada with 119 results, at tiki there are about 18 results This is a very modest figure when other types of tea such as Thai Nguyen green tea, black tea, black tea, 3.4 have the number of products sold from 10-30 times Threats : Due to the prolonged situation of the Covid-19 epidemic, leading to a more difficult economy, people tend to spend "austerity", focusing more on health care products and needs essential, eliminating unnecessary interests, leading to the launch II of a new tea product at this time will be difficult for consumers to choose Overveiw of the project: “Expanding the retail market of Shan Tuyet tea products” Context : Market expansion is a condition for businesses to exist and develop There is always fierce and strong competition on the market Market expansion activities greatly contribute to the company's development Along with the development of science and technology has a strong impact on the economy, making the development speed of the economy soar Shan Tuyet tea products of the company have always been loved by the tea world However, this product has not been widely available on the market Therefore, the project "Expanding Shan Tuyet tea market of Hoang Ha tea export company" is really necessary My tasks during an internship at the company Learn about about the the company's company's Shan Shan Tuyet Tuyet tea tea product product (20/2-27/2) (20/2-27/2) Learn • Learn about about the the situation situation of of Shan Shan Tuyet Tuyet tea tea at at retail retail distribution distribution platform platform in in Vietnam Vietnam (1/3(1/3- 10/4) 10/4) Learn • Learn about about the the process process of of opening opening stores stores on on e-commerce e-commerce platforms platforms (15/4(15/4- 25/4) 25/4) Learn • Registration of of booths booths on on some some online online sales sales channels channels (1/5(1/5- 10/5) 10/5) Registration • Creat website website for for company company (5/4(5/4- 10/5) 10/5) Creat • 1 2 3 4 5 III Details of the tasks during the internship Find out about Shan Tuyet tea company After learning about Shan Tuyet tea of the company through pages of books, newspapers and photos, I asked the board of directors to allow me to go to Shan Tuyet tea cultivation and production in Yen Bai to learn more more about tea With the permission of the company leadership, on February 24, 2020, I and my uncle Hau, who instructed me in intership, took a trip to the company's tea factory in Yen Bai to visit and study carefully more about the company's Shan Tuyet tea product After the trip and the knowledge I have learned, I have drawn the following: Shan Tuyet Tea Visiting the ancient tea trees at the top of the mountain, I realized that these Shan Tuyet tea trees are located in a very high area, with trees above 1,000 meters above sea and cloud blind cover year - round, the difference in temperature between day and night is as large as Yen Bai, Ha Giang, Lao Cai, Lai Chau, Son La and some other new scattered distribution of this type of tea Inheriting cool alpine climate all year round, cloudy days, so the tea here is big buds, covered with a layer of fine fuzz like velvet, snowy white Tea more than 300 years old, large trunk, with trees up to several meters in diameter, the average height of the tree up to 4m, leaves and tea buds are different from other types of tea Therefore, there are only about 80 thousand tea trees in the whole country One year shan snow harvests crops, of which the first one falls in the spring with the highest quality, the last one usually around August to September of the lunar calendar When the harvest time comes, the Mong girls in eye-catching dresses spread out the ancient tea trees 3-5m high to pick up green buds Unfortunately, this time I did not witness them harvest their tea The company's annual output is constantly increasing The following is a table of Shan Tuyet tea production figures from the company from 2015 to 2019: Year Quantity ( ton ) 2015 73 2016 69 2017 78 2018 95 2019 120 Applied wholesale price: 500,000- 700,000 VND / kg (prices vary by season and based on amount of tea partners' imports) The miraculous effects of Shan Tuyet tea: + Use of toxins: Tea water can be used as a natural detox water extremely effective and convenient The product can rehydrate the body very well + Create the mind, lucidity: In Shan Tuyet tea contains a small amount of caffeine (less than coffee), so when drinking, tea has the effect of making the mind awake, the spirit of spirits, helps tea drinkers Focus on working effectively without harm + Helps fat loss, weight loss: A cup of tea after every meal will help reduce the process of absorbing fat from food and also very beneficial to the digestive system the body Strict process of tea picking: In order to create round tea buds full of flavor, Northwestern people have been extremely careful in collecting tea Right when the sky was still cloudy and the dew was cold, the people climbed a hundred-year-old tea tree with a big basket behind them Tea here is not picked simultaneously but classified according to the development of tea leaves After picking tea, will pick up all the deep and old tea leaves Then follow the company's quality assurance process according to the company's Shan Tuyet tea processing process: Dry the tea Fry tea Crumpled tea Preservation and packaging Dry the tea : After being brought back, tea buds will be taken into the room with air convection system The thickness of the tea should not exceed 20 cm, the room temperature does not exceed the threshold of 25 degrees C While waiting for drying to pass, every to and a half hour the tea maker will turn over the bud once to avoid being crushed or drooping leaves The waiting time should not exceed 10 hours to ensure the flavor of the tea remains as it was when picked from the tree Next, the tea is spread thinly and dried at 95 to 1000 degrees Celsius for a period of 15 to 20 minutes After drying is complete, let the tea cool for to two hours before putting it into the Fry machine Fry tea : People will pour tea into the rotating barrel when the temperature reaches 200 to 3000 degrees C for a period of 3-5 minutes The amount of tea in a batch must be sufficient, not less or less In this respect, long-term tea artisans need to look at it to know whether the amount of tea poured is enough or not Crating tea: Tea is crumpled twice, each time ranging from 15 to 20 minutes After finishing, people will continue to use their hands to loosen the lumps The final product is light curly tea buds, looking quite beautiful Mr Hoan - Director of the company is cracking tea Preservation and packaging: Shan clean snow tea will be temporarily packed in wooden crates before being packed This wooden crate must be well lined with layers: layers of paper on the outside and a thin layer of metal in the middle Tea should be tight, avoiding the air between will cause tea moisture Depending on the shipment, shan snow tea will be put into PE, PP bags with different capacities, then vacuum to ensure the longest storage time of tea, avoiding air penetration to moisten and cause loss taste of tea In addition, the company also uses the aluminum box as shown below to package finished products The box is made of aluminum material, with a cylindrical shape Outside the box is covered with layer of paper with company logo, Shan Tuyet tea name, instructions for use, how to make tea, etc 10 of "hundreds of flowers blooming" with a lot of investors at different levels, segments and distribution channels The number of competitors is increasing The company's competitors are some private enterprises, small and medium enterprises such as Truong Hai Tea, One Life Tea Some of these companies have applied the same tea making techniques as Hoang Ha Company However, Hoang Ha Tea Export One Member Co., Ltd has an advantage over its competitors that has had a long-standing reputation in the market, and Shan Tuyet tea products are always improving design, quality, product packaging, the price is also much better than some other companies in the country 2.4 Surveying Shan Tuyet tea retail situation in some big supermarket chains, souvenir shops in Hanoi area : Due to the progress of the epidemic situation as well as the direction of the Covid19 , this task of mine was only performed during the period of February 28 March by: On March 6, Vietnam recorded the 17th case of infection after 21 days of not reporting a new case When the 17th patient erupted like a bell, all the people were on the defensive, people started buying more essential products, health care products and starting to temporarily put aside their hobbies , daily non-essential habits; At supermarkets, the stalls selling products deemed unnecessary are shrinking, making room for products like hand sanitizer, rice, shrimp noodles, canned foods, etc During this time, it is completely negative and does not bring accurate results - From April to April 22, Vietnam implemented a social isolation, so during this time, the task of surveying the retail situation of Shan Tuyet tea in the market could not be performed Therefore, the results and conclusions I present below are the results obtained during my mission from February 15 to March 13 Currently, in Hanoi, a number of large supermarket chains that are popular with consumers include: Vinmart, Lotte mart, Big C, Coop-Mart After I personally surveyed the situation of selling tea products at the typical supermarket chains, I made some comments as follows: - Two big supermarket chains are Vinmart and Big C, the majority of their customers are local consumers Therefore, the products that are sold are necessities, household items, and fresh food The tea items sold in these two supermarket chains are not too rich and diverse Specifically, the most tea product is Thai Nguyen green tea Tea stall at Vinmart supermarket At Lotte Mart supermarket, the number of foreign visitors seems to be higher than that of the local people Partly because this supermarket is located in the Lotte Department building - an integrated building for shopping, office, hotel or in Mipec building - is also an office building These are both quite difficult positions to attract people, as well as quite difficult to find However, it is probably because the target customers of this supermarket are tourists and foreigners working in Vietnam, so the placement of supermarkets in these two locations is a favorable point Because besides Lotte being a hotel chosen by many foreigners, the surrounding area is also home to many multinational companies Because of choosing a different direction from the two supermarkets, Lotte Mart, a traditional product of Vietnam, is a specialty of Vietnam that 14 most visitors to Vietnam also choose to buy For gifts such as: Coffee, tea, dried fruits, etc are sold more However, among a forest of teas sold here, Shan Tuyet tea is still quite inferior to Thai Nguyen green tea and Black tea in both quantity and location Tea stall at Lotte supermarket - At souvenir shops and specialty shops on the Old Street in Hanoi: Most of the shops in the downtown area sell a lot of teas, teas of different sizes and colors Produced from different companies However, the amount of Shan Tuyet tea in these stores is still very small 15 Dong Que tea shop By visual inspection, I gave a breakdown of the Shan Tuyet tea retail situation in Hanoi as follows: Shan Tuyet Tea's ratio chart compared to other teas in big supermarkets and shops in Hanoi Looking at the chart, we see the best selling tea is green tea with 55%, Black tea ranks 2nd with 13% Shan Tuyet tea is sold very little with 5%, equal to 1/11 green tea And the rest are other teas Thus, although Shan Tuyet tea has a relatively large wholesale volume, the retail market is not favored by many small businesses With the above basic comparison, I also interviewed a few small businesses about why they did not import and did not introduce many Shan Tuyet tea to customers The main reasons given by small businesses are : 16 • The main customers of the shops in Hanoi's old town are foreign tourists, the ones who know Vietnamese tea are mainly green tea and Pho Nhi tea Therefore, to meet the needs of customers, small businesses will import more types of tea popular with foreign visitors, and Shan Tuyet tea is only displayed for sale to diversify types of products • Price is also a factor that small businesses are interested in: The speciality of Shan Tuyet tea makes the price of this tea somewhat better than green tea, so the customer access will also be somewhat limited 2.5 At online sales channels : After trying to understand Shan Tuyet tea products at some popular e-commerce websites such as Lazada, Tiki, Sendo, I realized that this tea product is also lagging in front of many other teas such as: Olong tea, tea black, Thai Nguyen green tea, lotus tea, jasmine tea Shan Tuyet tea search results on Lazada 17 Shan Tuyet tea search results on Tiki As the two examples above, the number of Shan Tuyet tea search results on Lazada is only one-tenth that of jasmine tea, or at Tiki, Shan Tuyet tea search results are approximately 1/30 of tea Thai Nguyen green This proves that Shan Tuyet tea has not been widely invested and promoted by many units, although this is a tea that has received much attention from tea lovers Find out the process of opening a store on some e-commerce sites (April 15 April 25) Combining the meticulous research and research from many related departments in the company, as well as through the meeting, the company decided to initially launch Shan Tuyet tea retail on the system of e-commerce websites like Lazada, Shopee, Tiki Because at the present time, with the complicated situation of the disease as well as the trend of changing the shopping habits of consumers, the company recognizes that developing online sales is the shortest path in the time current to reach customers According to Ms Nguyen Tran Bich Ngoc, Founder and CEO of EComEasy (ECE) - a unit specializing in providing services to sellers on e-commerce floors, said: "In a nutshell, this season will have at least "People in a family go 18 online to read news and search for good places to buy Therefore, the focus is on pushing marketing twice as normal to attract these new customers." Shan Tuyet tea products at the time when the whole population tends to save money may not initially be satisfactory in sales but to reach consumers, creating a memory for customers This is a good opportunity, because during this time, most people go online and tend to "unconscious" surf After the company decided to still bring the product to the market at this time, I was tasked with understanding the process of registering to open a product stall on some popular e-commerce platforms By learning about how to register the stall on the three popular e-commerce platforms currently, Lazada, Tiki and Shopee, I have made a summary of the file and process of opening the booth below to send instead of just copying things that are already online My job is also evaluated by the company as being effective and helps related people easily receive information as well as track the workflow Profile preparatio n Step Step Step Step Step Step Step Lazada - Business license - Bank account number Tiki - Business license - Bank account number - A completed contract form according to Tiki's form Create a sales account Fill out the store information Upload papers: Shopee Bank account number Upload products - Bank account number - Business license Attend Lazada sales Declare the list of goods training course Upload products Signed a contract with Tiki Take a sales guide course on tiki Upload products Table of booth registration procedures at online sales channels 19 Make store registration on Shopee and Lazada During the period from May 1, 2020 to May 10, 2020, under the direction of the company, I made registration for opening the store and posting the products on two ecommerce websites of the company The options are Lazada and Shopee With Shopee site, it only takes me days to complete the process of registering the store as well as posting full product information Complete the registration of the stall of Hoang Ha Tea Company on Shoppee With Lazada, the creation of the stall has to go through a number of steps of approval from Lazada and different from some other e-commerce platforms, even though the account has been registered, the seller still has no right to post the product but have to go through a course for newbies selling on Lazada This course has tutorials and tests to help merchants learn about the sales management system on 20 Lazada Seller Center So after a week, I have just completed all the processes set out by the e-commerce platform, and successfully uploaded Shan Tuyet tea product information here Upload company information to Lazada The company also knew that in the past, it was a difficult time for family members to try to tighten spending, focus more on essential products and health care, so putting products on e-commerce site during this time the main purpose is only to introduce customers to Shan Tuyet tea products and take the amount of time the store is opened on the e-commerce platform Therefore, the time of operation on the ecommerce floor of the store is also one of the factors that customers are interested in to evaluate, choose and make a decision to buy or not Tea, for some East Asian countries, can be considered an essential product and still consumed strongly during an 21 epidemic; It is just like in European countries, when coffee is considered an essential product and in a relief package for the poor, besides bread, butter, milk, vegetables, fresh meat, it is absolutely necessary with powdered coffee (according to Le Hong Quang, a 24-hour program), in Vietnam, both tea and coffee are considered as a drink, it is okay without it Therefore, when launching Shan Tuyet tea product during this time, the company also anticipated that sales would not be satisfactory, so there was absolutely no pressure on sales when bringing the product to market Create a company website : Hoang Ha Tea Export Co., Ltd has more than years of experience in tea export, however, the company has never put tea products to retail Therefore, the project "Expanding Shan Tuyet tea retail market" is a project that the company must completely create from the beginning, deploying from bringing information about the company and its products closer to customers To build trust in customers, the company decided to hire a website design with the address: https://hoanghatea The decision to create a website and hire a designer was made during the company break Because this is a work that can be done online, the company also takes advantage of this time to hire designers I was tasked with finding out which units / individuals have strengths in website design, contacting for detailed quotes and summarizing information to make it easier for the company to choose To accomplish this task, in addition to searching information on google, I also added some discussion groups on Facebook such as: "Website design and online marketing", "Freelancer Designer", to consider good reviews Your suggestions for the units / individuals I am looking for Currently, participating in relevant discussion groups on Facebook is quite popular and also effective when people share a lot about the service that they have personally experienced and evaluated the services of the parties This has really facilitated, making it easier for new learners to evaluate and choose 22 The deadline for the company to agree with the design unit to complete the site is from April to May 10 Under the assignment of the company, I will be the direct supervisor of the design work, responsible for checking and reminding weekly progress as well as reporting back to the responsible person of the company , who connects directly between the company and the designer During this time, the company needs to constantly close the headings with the designer such as the logo, the information posted on the website, the content will be displayed to the visitor, the overall website interface, And the The connection, communication between the two parties during this time is my responsibility On May 5, the basic interface of the website was completed with some basic information of the company, logo, slogan, Company website The next work to make the website richer as well as attract readers than lagging content selection and writing posts This work has been implemented since May and 23 continues to be done up to the present time by a number of responsible employees in the company IV Case study Problems During my internship at the company, participating in the project, the biggest difficulty I encountered was helping the company to find and select the unit / individual that designed the most appropriate website between the various information Currently, there is plenty of information, but also fake information Creating lots of accounts and writing PR articles is too easy and happens too much on social networks So, how to recognize what is a PR article, where is a shared article is really not easy If not careful, it is really easy to fall into the fraudulent PR network, both loss of time and financial loss Solution To solve this problem, I had no choice but to read a lot of articles and comments of each post, diligently checking the authenticity of each posting account by visiting each account, checking the time uptime, real amount of interaction, review of people who have made websites with them Result Because of the anticipation that it would be possible to encounter fraudulent posts, flattering excessively over a unit or individual, I was more careful in selecting information Thereby, after closing the designer in cooperation with the company, the work took place quite smoothly and according to the set schedule Assess internship period V Contributions to Hoang Ha Tea Export Co., Ltd During my 3-month internship at Hoang Ha Tea Exporting Company, I made the following contributions to the company: - Conduct field surveys at some supermarkets in Hanoi and survey on a number of popular e-commerce platforms on the retail display of Shan Tuyet tea products 24 - Refer to the process of opening booths on some popular e-commerce sites and performing booth registration under the direction of the company - Help the company in selecting the most appropriate website design unit - Participate in monitoring the website design progress and regularly report to the person directly responsible for the company At the same time, who is in charge of exchanging and communicating between the company and the design implementing unit Knowledge and experience gained after internship During my internship at Hoang Ha Tea Export Co., Ltd, I had the opportunity to learn more about tea export, as well as the opportunity to work in a professional enterprise Besides, this is also an opportunity for me to apply the knowledge I have taught in practice such as: how to make reports and presentations; manage project progress and risk, communicate within the company, In addition, participating in this project of the company also gives me the opportunity to learn and practice opening a store on the e-commerce platform; or help me consolidate my skills in searching and selecting information when I perform the task of finding suitable units / individuals to design websites suitable for the company Difficulties and solutions Three months of internship is not too long but during my internship, I encountered some difficulties, but I tried to overcome those difficulties Then from those difficulties, I learned my own lesson Firstly, during the first time working at the company, I was surprised by the new working environment and new colleagues At the same time, I have not grasped the rules and discipline of the company I took the initiative in understanding the company's rules and regulations and memorized it In addition to working hours, I take 25 the initiative to discuss with my brothers and sisters in the company so that I can better understand the rules Secondly, I still lack experience in arranging time in performing tasks, so at the beginning there were some jobs turned upside down, resulting in unexpected results I have planned for the entire internship, from the smallest tasks Thanks to that, the work is more streamlined, completing the work on schedule Thirdly, the Covid translation also greatly influenced the progress of my task I could not investigate more about the retail situation of Shan Tuyet tea at supermarket chains and shops I also tried to rely on the results I gathered to analyze them closely 26 CONCLUSION After months of internship at Hoang Ha Tea Export Co., Ltd, I am very happy that I have had the opportunity to apply what I have learned in practice, as well as have the opportunity to interact with the professional working environment Karma For a graduate student like me, working with a professional team of the company has helped me learn a lot of valuable lessons and experiences that can help on the future development path The entire report above is a detailed summary of my internship at Hoang Ha Tea Export Company, and also shows my appreciation of the project that the company is implementing through analysis SWOT 27 ... years of experience in tea export, however, the company has never put tea products to retail Therefore, the project "Expanding Shan Tuyet tea retail market" is a project that the company must completely... logo, Shan Tuyet tea name, instructions for use, how to make tea, etc 10 Shan Tuyet Tea retail products of the company - The art of enjoying tea: Thanks to the guidance of Ms Nga - Head of the tea. .. internship period V Contributions to Hoang Ha Tea Export Co. , Ltd During my 3-month internship at Hoang Ha Tea Exporting Company, I made the following contributions to the company: - Conduct field surveys