KẾ HOẠCH MARKETING XUẤT KHẨU nước ép TRÁI cây THANH LONG vào THỊ TRƯỜNG mỹ của CÔNG TY RỒNG XANH

KẾ HOẠCH MARKETING XUẤT KHẨU NƯỚC ÉP TRÁI CÂY THANH LONG VÀO THỊ TRƯỜNG MỸ CỦA CÔNG TY RỒNG XANH EXPORT MARKETING PLAN OF BEVERAGES FROM DRAGON FRUITS TO THE U.S MARKET - RONG XANH CO., LTD CONTENT 1.Executive Summary: Slogan: Dragon Fresh Fruit – For Health and Natural Beauty - Brief description of products: Dragon fruit tree is popularly planted in tropical countries under hot and humid climate In Vietnam, this kind of tree is mainly planted in Southern provinces, but at present also quite popularly planted in Northern provinces Dragon fruit is sweet, a little sour, known as a kind of cooling fruit Apart from directly eating, dragon fruit may be used for making the sweetened porridge and delicious and nutritious salad Dragon fruit is also called as dragon-eyed tree or basin tree…is a creeping vine up to 10m, clinging to the substrate through the lateral roots Green body, three camouflage angles, horns at the edges, little and very short spikes Its scientific name is Hylocereus undatus (Haw) Britt & Rose which belongs to the cactus family (Cataceae) and is originated from Central and Southern American countries such as Mexico, Honduras, imported into Southeast Asia countries as bonsai, food and medicine The dragon fruit trees often give fruits in the summer or autumn, however it is likely to grow dragon fruit trees for giving fruits all the year Scientists also found that mucus in dragon fruit helps reduce cholesterol and bile salts food Therefore, obese people, people with cholesterol levels, high blood pressure should eat dragon fruits Dragon fruit is also good for diabetes, hypertension, and chronic constipation Moreover, dragon fruit trees get very little pests or insects so growers only need to use little plant protection products Currently, this fruit is very popular by consumers because it’s nutritious, cooling, delicious, and especially ensured food safety Dragon Fruit Flavor Aloe Vera Juice Dragon Fruit Jelly According to researchers, in spite of becoming the leading dragon fruit exporter of the world, Vietnam has not fully exploited the potential of this kind of agricultural product yet The production output is plentiful but the rate of export meeting standard is not high Lots of products grade which not meet the model, are rejected in sizes and mainly provided in the domestic markets or retailed at the very cheap price.This is a great waste Therefore, there is also much producing potential from the bulk of these rejected fruits (in the actual quality of the dragon fruit is not affected) One of the potentials is juice production into cans for fast drink The canned drinks are the popular type of beverages in foreign markets, especially Europe and America (the United States is the third largest importers of dragon fruit Vietnam) Experiments dragon fruit juice products With the desire to help dragon fruit growers feel assured, Department of Science and Technology of Binh Thuan in cooperation with Rong Xanh Co., Ltd - The first business of Binh Thuan province tested processing fruit juice from dragon fruits successfully That's three major product lines: Dragon Fruit Jelly, Pure Dragon Fruit juice, Dragon Fruit Flavor Aloe Vera Juice Currently, our products are sold in supermarket systems such as Citimart, Satra, and Maximax, exported to Laos, Cambodia (at average per month export 40 thousands of products to the market) Owning the first and unique product, Apart from the product distribution into the domestic markets and Southeast Asia region, Rong Xanh Co., Ltd is actively seeking partners and plans to export this product to foreign markets, especially the U.S market where there is always full potential for the fast drink market - Define target market: Currently, Apart from providing for the domestic markets, each day Vietnam can export 1,000 tonnes of dragon fruits to foreign markets Until now, there are 32 provinces and cities in Vietnam where about 25 thousand hectares of dragon fruits are planted with the output of 460 thousand tons / year, the export turnover reaching 150 million USD The quality of Vietnam dargon fruits has met the criteria and and rigorous requirements of many demanding markets Vietnam dragon fruit is the first kind to be granted export codes and licensed to the U.S market In 2012, Binh Thuan dragon fruit has been granted certificate of trademark protection by United States Patent and Trademark Office (USPTO) As reported by the Ministry of Industry and Trade, in the first months of 2013, dragon fruit exports reached 130.6 thousand tons export quota reached 78.9 million, increased 3.7% in volume and 241, % in quota over the same period Apart from the traditional export markets such as China, Thailand, Indonesia, the Netherlands Recently, Dragon fruit has also been exported to the new markets such as Spain, the Philippines, Norway, India and Qata For the new markets with not much high quotas, but it’s the first step to create diversity in the market structure, gradually reduce dependence on some key markets According to the statistical report, the population of the United States is about 314 million people in which the Vietnamese Americans is 1, million Currently, Vietnam agricultural products such as cashew nuts, coffee, seafood (shrimp, Tra fish), pepper, rubber and fruits such as dragon fruit, avocado, mango, guava, rambutan are more and more popular in the United State.Not only Vietnamese Americans but also the natives are also attracted by Vietnamese agricutual products Vietnam is one of the top 15 countries who export the largest amount of agricultural products to the US market This is the prerequisite confirmed an import market potential for agricultural commodities, Vietnam's seafood Rong Xanh company also found that, among the Vietnamese community in the United States, the highest concentration in the state of California and in this state, the Vietnamese people in the city of San Jose's population accounts for 9.2% statewide So they came into the U.S market, the company identified immediate enlist the support of the Vietnamese community in San Jose in particular as well as in the state of California to "pedal" before you can enter the full U.S market integrity Like other products, when exported into any public market, the company will also need support from the distributors that present on this market Therefore, the company will initially deploy distributed in supermarkets The supermarkets are: • Firstly, Thuan Phat supermarket chain of Vietnamese Thuan Phat is a supermarket system including 15 markets (12 markets in California, markets at Las Vegas and market at Dallas Texas) Appeared in Monterey Park, California in 1993, leaders of Thuan Phat all have large knowledge of food so a special product like dragon fruit juice surely gets a support and concern from Thuan Phat • Secondly, Walmart Supermarket system This is a very big supermarket system in the United State Walmart with its large turnover is currently the leading enterprise of the top 500 biggest enterprises in the world Founded in 1969, this supermarket system is present at most of the US streets or cities and is the most ideal partner for any retailers to enter the US market It’s difficult to convince Walmart, but currently Rong Xanh Company has a lot of advantages to this successfully, by the following reasons: - Walmart (together with Kroger) are the two newly licensed enterprises for Purchase of Vietnam Goods There are many items of Vietnam which are present at Walmart supermarkets including dragon fruit products - Walmart is currently paying special attention to Vietnamese products and desires to have typical products of Vietnam A special product like dragon fruit juice is surely an object which can not be ignored - The existing products of Rong Xanh Company with packing model of 10ml PP (Polypropylene resin) cups and 250ml cans are suitable products to be sold in the supermarkets A special but cheap product will be very potential and easy to consume Currently, Business Association of High Quality Vietnam products work with leaders of Walmart in Vietnam on procurement manners and criteria of Walmart This is a great chance of Rong Xanh Company to work with this large partner - Competitive advantage: Currently China is still the largest export market for Vietnam dragon fruits, accounting for 70.9% of the total export dragon fruit quota The United States is still one of the three large import markets of Vietnam dragon fruit Also due to being planted in accordance with international standards so recently the dragon fruit export quota to the EU has reincreased again Although the dragon fruit is also grown in many countries in the world, but with a natural preference, climate, geology, the Binh Thuan dragon always have high export value because of its attraction in the shape, color, taste and nutrition This fruit is also suitable for vegetarians, those with high blood pressure, so the dragon can speak very well for the treatment and health promotion for people Biochemical, nutritional composition of dragon fruit Components g/100gr dragon Components Water 85.3 Vitamin C Protein 1.1 Niacin Glucose 0.57 Vitamin A Fructose 3.2 Calcium Sorbitol 32.7 Iron Carbohydrat 11.2 Magnesium Fiber 1.34 Phospho Tro 0.56 Kali Energy (Kcal) 67.7 Natri Mg/100gr dragon 2.8 0.0111 10.2 6.07 38.9 27.5 27.2 2.9 Source: Department of Agriculture and Rural Development in Binh Thuan By analyzing the biochemical composition of Binh Thuan dragon fruit can be seen in comparison with some other kind of dragon fruit contains more mineral content, especially iron, potassium if eaten regularly can lose weight for obese people, for a beautiful body balance without affecting health - Positioning statement: Currently, Rong Xanh Company is looking for export markets as foreign partners who are very popular in dragon fruits like United States and Japan, aims at exporting its products processed from dragon fruits to foreign markets and becomes one of leading companies in researching and manufacturing kinds of juices from dragon fruit, an worldwide well-known fruit of Vietnam The difference in dragon fruit jelly and Dragon Fruit Flavor Aloe Vera Juice is totally made from pure and fresh dragon fruits and fresh aloe vera with naturally opaque color Products are ensured non-chemicals in the processing, DEHP like similar jelly products in the market Products are packed in a PP 100ml cup, utilized as snacks, desserts or entertaining guests everyday With Dragon Fruit Flavor Aloe Vera Juice is combined by two kinds of materials of high medical properties; the effects of Aloe vera are recognized and widely available In combination with dragon fruits to create a blended and orginal product which has effects of body purification, cooling, retaining a beautiful skin and good health Packages with 250ml aluminum cans which are imported from Korea Lotte suppliers can be recycled and friendly with environment The products of company ensure 100% ingridients form natural fresh fruits, no use of chemicals or condiments Equipment lines and workshops are co-ordiately invested in compliance with HACCP standard lines (United States Standard system of food safety and hygiene The company has a strict quality control system from the first stages of observing the gardeners to the selection stages, the production stages into finished products Dragon Fruit Jelly Dragon Fruit Flavor Aloe Vera Juice - Anticipated sales, profits and market share: Initially, the company identified the object should be concerned that the Vietnamese-American community in the city of San Jose, California, this is a niche market potential operators should be concerned, they are who has known the dragon fruit taste and sense of taste this fruit, as well as the origin of Vietnam, it would get the support from our customers and it will be a great opportunity for the Company's products have a place when I first arrived in the U.S market However, since this is a new product, entering a market "difficult" as the U.S market should the Company not aim too high in terms of revenue, profit and market share in the first year Year 2014 2015 Sales (USD) Profit (USD) 500.000 1.000.000 50.000 Market share (%) 0.006 0.012 Notes But this is just the expected level of sales targets, depending on the "response" of the market as well as business results in the first year, the company will take steps to adjust accordingly 2.Market and Situation Analysis: SWOT Analysis - Strength: • The first strength of Rong Xanh Company is its product As the first product to appear in the market, the special product of much medical properties can be a good breakthrough which helps Rong Xanh to enter the market successfully Furthermore, no direct competitors will help Rong Xanh to become “unique” in the dragon fruit juice market • Secondly, the manufacturing factory of Rong Xanh Company are built in compliance with HACCP Standard of America, which helps the products of Rong Xanh to meet the strict standards of America • Thirdly, the abundant material source of Vietnam makes a foundation for the company development Currently there are a quite large number of dragon fruits which are rejected due to not meet the aesthetic standards for export and sales off with very cheap price This is the large and cheap source of material to help the company to reduce the production cost and to produce with high yield At present, the market price of Dragon fruit jelly is 4.500 dong per product and Dragon Fruit Flavor Aloe Vera Juice is 8.000 dong/per can This is a cheap price for this nutritious product - Weaknesses: • The greatest weakness of Rong Xanh Company is that its products have not been granted the import certificate into the U.S yet The company should immediately implement registration for Certificate of product quality and worldwide brand protection This is the passport for export to the U.S and to consumers • Secondly, about the product capacity At present, the company has just achieved productivity of 15.000 dragon fruit jelly and 5.000 cans each day - Opportunities: There are many opportunities for Rong Xanh Company in the US market • Firstly, as demonstated above, America is one of the top countries in consuming refreshing drinks and fruit juice in the world The US market is an open one and chances are always available to all companies • Secondly, Vietnam dragon fruits as well as other agricultural products are very popular in America Vietnam rose to be one of the top 15 countries in exporting the most agricultural products to the US market Many agricultural products of Vietnam such as cashew nuts, coffee, seafood (shrimp, Tra fish), pepper and fruit become everyday food of American families now At present, the amounts of dragon fruit export to the US market are more and more increasing which is a chance for products from dragon fruit juice to develop in this market • Thirdly, more and more America consumers choose the products which have high quality and are good for health at moderate amounts According to Nutraingredientsusa.com, in 2009, sales of food products and good –for-health beverages have a record of 143 billions USD and are more and more increasing A product which is rich in nutrients and has many medical effects,combined with Aloe Vera( a plant with high medicinal properties have been widespread and stems from the U.S market) and seaweed made from pure fresh fruits without doping and low in sugar, It will surely get the special attention of consumers • Fourthly, there is a great number of Vietnamese living in America, more than 1.8 million people This is the top potential market as well as an important bridge to to bring products to the natives • Finally, Chances of Dragon fruit juice are very great because at present, Dragon fruit juice is a unique product in the market There is no internal competition - Threats: • The first thing to mention is rigorous and difficult regulations of the US market Not only the products from Vietnam But also all other products even from Europe are subject to the strict regulations on food hygiene and safety of America Especially, many new more stringent regulations which are applied for food imported into the U.S market is expected to take effect this year and in 2013 The U.S government is tightening food hygience and safety by releasing FDA Food Safety Modernization Act - FSMA This is the law signed by President Obama on January th, 2011 By 2016, the provisions of this new law will have been enacted or promulgated fully, but curently each part of the amendment laws is being enacted gradually and effective immediately, including a number of provisions will be valid in 2013 This is a huge challenge for Vietnam products Although production in accompliance with HACCP standards, but it’s still required that Rong Xanh company must have carried out very carefully all the output control stages of products to prevent products from not meeting the standards Every year, about 600 inspections held by the United States shows the difficulty of the product in the entry and exist in the U.S market The anti-dumping lawsuits in the recent years have been one of the great lessons of Vietnam products in the United States • Dragon Fruit Juice is a worldwide totally new product, which is considered as an advantage but great challenge for the entry of products into the market and being popular among consumers • The final thing is to mention the competitiveness of other alternative products American consumers still prefer gas drinks Despite the fact that the trend of fruit juice is rising but the fruit juice still occupies a small proportion than other drinks Furthermore, fruit juice is a product that has been manufactured in the U.S for a long time with numerous categories A new product is required to find the exact target market and the most suitable marketing strategies so that it can develop in the most competitive world markets 3.Market Segmentation and Customer Analysis The United States is a developing industrial country on the top of the world Gross Domestic Product (GDP) in 2012 is about 15,685 billion USD, acounting for 20% GDP of the whole world GDP per capita is about 49,965 USD In its economic structure, the service sector accounts for about 79, 7%, Industry 19, 1% and Agriculture1, 2% ImportExport quota of the United States accounts for more than 30% GDP and the Unites States is the largest importer & exporter of the world Consumption demand for agricultural products in the United States is very great and highly dependent on the import amounts: 50 % fresh fruit products, 80% maritime products Statistics of US Department of Agriculture showed that Most of the potential agricultural products such as rubber, coffee, tea, fresh fruit, shrimp, fish suddenly increased in volume in the U.S market Typically seafood and maritime products in 2011 was approximately 1.1 billion USD ; rubber reached 86.6 million, coffee reached 487.5 million USD As of June 2012, the output of Vietnam agricultural export to the United States with a total turnover of 1.1 million USD According to experts, in the coming time, agricultural products imported into the U.S will be carried out quality checks in compliance with Food Safety Modernization Act (FSMA) newly issued by the government Accordingly, in 2012, the United States will carry out the very strict test procedures for commodities of all countries when exported to this market, including agricultural products, food and beverages Under the FSMA, U.S Department of Agriculture would have the authority to order checks or withdraw products exported to the United States if not made quality assurance and charge for all product exporters America is the country which has the average amount of beverage consumption per capita on the top of the world: 216 litres /person/year, mentioned to Ireland and Norway As of fruit juice consumption, Canadians are ranked as the top consumer: 512 litres /person/year, followed by the U.S and Germany In each region, Consumption of beverages has its own characteristics and depends on its norms and delelopment level American people have soft & sweetened drinks for refreshing themselves Countries have the largest amount of beverage consumption in the world (Source from www.nationmaster.com ) Ranking National United State Ireland Norway Canada Belgium Australia England Netherland Liters/person/ year 219 126 119,8 119,8 102,9 100,1 96,5 96,1 Liters/person/ Ranking National New year 84,2 10 11 12 13 14 15 16 Zealand Sweden Switzerland Denmark Austria Germany Finland Italy 82,4 81,4 80 78,8 72 52 50,2 10 Countries have the largest amount of fruit juice in the world Ranking National Canada Liters/person/ year 52,6 Liters/person/ Ranking National 10 New year 24,8 23,5 22,8 22,5 21,4 20,7 15,7 15,1 13,6 United 42,8 11 Zealand France State Germany Austria Sweden Australia Finland England Netherland 38,6 37,3 35,5 34,4 33 29,3 28,1 12 13 14 15 16 17 18 Switzerland Belgium Norway Japan Denmark Ireland Italy Development of worldwide beverage markets (Source from: Euromonitor International, Michael Schaefer & Jonas Feliciano) Market Turnover (Million United States Japan China Brazil Germany USD) 176.053,8 86.480,8 66.602,6 42.722,1 37.302,8 Market Turnover (Million Mexico England Italy Portugal France USD) 36.625 20.500,6 19.377,4 19.377,4 19.290,2 Looking at these statistics, it can be said that United States is an extremely potential for beverage products For fruit juice, Unites States ranks only after Canada with 42, litre/year at average, accounting for 1/5 beverage proportion of United States totally.There is a big chance to enter this market as well as a great challenge if there are many competitors As of dragon fruit, currently the United States also has planted 500ha of dragon fruits in Haiwaii; however, United States still must import Dragon fruits because of higher and higher demand of Amercian consumers and Vietnam dragon fruit still is a famous product in the market Despite only occupying 3,1% the export amounts of Vietnam dragon fruit, last year the export output of dragon fruit to the US market increased up to 51% The quality of Vietnam dragon fruit has met the criteria and rigorous requirements of this demanding market as the first kind of Vietnam fruit was 11 granted export code, permit to the US market In 2012, Drangon fruit of Binh Thuan province was issued Certificate of trademark protection by the US Department of patent and trademark Dai Duc Cooperative Board of Planting Red-fleshed dragon fruit in Duoc My commune, Cang Long district (Tra Vinh) has signed an export contract of 30 tons of Dragon Fruit to the US market in 2014 at the price of 30.000 - 35.000 VND/kg which is 8.000 VND/kg higher than the local sales price In October, 2013, through a Ho Chi Minh enterprise, this cooperative society also exported nearly tons of red-fleshed dragon fruits to the US market It can be said that Vietnam dragon fruit trademark in the US market is very good Nevertheless, despite high increase of dragon fruit export, there are still competitors At present, a lot of countries in the world are planting dragon fruits Like in the United States, there are 500 of dragon fruits are planted in Hawai and in Japan, Dragon fruits are planted in Okinawa island, Israel also has about 500ha of dragon fruits In the coming time, dragon fruits are going to be planted in Taiwan and permitted exporting to Japan market Thailand also sent an application of permit its irradiation dragon fruit to enter the US market.Therefore, If Vietnam dragon fruits not overcome the above-mentioned problems, it will be put in a strong competition and in risk of losing this market As its own non-alcoholic beverages, for the US market, US people still prefer sweetened soft drinks such as Coca-cola, Pepsi…and fruit juice only occupies 1/5 the market.Therefore, Introducing a totally new trademark to the US maket is really a great challenge However, Dragon fruit juice is a unique product in the world market only from Vietnam in general and Rong Xanh Company in particular Along with the famous Binh Thuan dragon, if conquering this market successfully, Nearly Rong Xanh will become a leading company in this product in the US market Obviously, In terms of prominent Marketing regulations, this is a chance that can be ignored 4.The Objectives and Goals • Mission Statement: Rong Xanh company focused research to produce dragon fruit products, in order to improve health as well as beauty consumers • Turnover target: Unit USD  The first year: No Item Dragon Fruit Jelly Quantity Unit Price Amount 50,000 Can 1,99 99,500 12 Dragon Fruit Juice 70,000 Cup 1,99 139,300 Dragon Fruit Flavor 80,000 Cup 2,49 249,000 Aloe Vera Juice Total 487,800  The next years: No Item Quantity Unit Price Amount Dragon Fruit Jelly 100,000 Ly 1,99 199,000 Dragon Fruit Juice 150,000 Lon 1,99 298,500 Dragon Fruit Flavor 180,000 Lon 2,49 448,200 Aloe Vera Juice Total 945,700 5.Strategies and Tactics Marketing: Using Marketing Mix Strategy With the using of strategy and in the overall strategic 1-2-3, Rong Xanh company always adhere to and promote the creation, improvement, improve product quality to be able to raise prices output Principles business of the Company for the export market is More for More PRICE PROFITS More More The same Less Dragon Fresh Fruit The same Less 13 - Pricing Strategy: At present, Price of beverage products United State is about 2-5 USD/per product A can of Coke with the retail price is about USD which is much higher than a can of Dragon fruit juice (8 thousands VND equivalent to 0, USD) Therefore, the price of products needs to be taken in careful consideration so as not to be much higher than other refreshment products like Coke, but not too low to avoid doubt about the product quality and prevent the coerce cases due to anti-dumping laws of the United States The retail price proposal of the United States is as follows: No Type of products Proposed price Unit Dragon Fruit Jelly Dragon Fruit Jelly Pure Dragon Fruit juice Pure Dragon Fruit juice Dragon Fruit Flavor Aloe Vera (USD) 1.99 11.49 1.99 11.49 2.49 100ml cup Block (6 cups) 250 ml can Block (6 cans) 250 ml can Juice Dragon Fruit Flavor Aloe Vera 16.99 Block (6 cans) Juice This is the reasonable price in the market and suitable for production cost, delivery and distribution cost  Product Strategy: The company will export three existing products including Dragon Fruit Flavor Aloe Vera Jelly is made from pure and fresh dragon fruit and aloe vera with naturally opaque color Products are ensured non-chemicals in the processing, DEHP like similar jelly products in the market Products are packed in a PP 100ml cup, utilized as snacks, desserts or entertaining guests everyday Dragon Fruit Flavor Aloe Vera Juice is combined by two kinds of materials of high medical properties; the effects of Aloe vera are recognized and widely available In combination with dragon fruits to create a blended and orginal product which has effects of body purification, cooling, retaining a beautiful skin and good health Packages with 250ml aluminum cans which are imported from Korea Lotte suppliers can be recycled and friendly with environment Pure dragon fruit juice has effects of refreshment and body purification Packed in 250ml aluminum cans of Lotte Korea 14 o Mode of packing: products are packed in 250ml cans PP cups which are composited in blocks There are product units for 01 block o Registration of trademark: Dragon Fresh Fruit o Orgin of products: Binh Thuan-Vietnam dragon fruit o Message sent to consumers: For health and natural beauty - Promotion Strategy: This is an important strategy in product trademark promotion.With product positioning towards the objects of customers who are interested in natural products which have effects on health.Strategies of the company on Trade Promotion and Sales Support are as follows: • Sponsoring products for outdoor group activities or programs Outdoor group activities are carried out continuously and interested by a large number of Americans such as non-professional marathon competitions, outdoor competitions, outdoor activities and environment protection activities Drinking a new and cooling beverage when being thirsty due to physical activities will make consumers interested in the drinking products they are holding in your hands This is a form of product direct advertisement to consumers • Sponsoring beverages for conference programs on Healthcare and Environment Protection Organizing the attached leaflet distribution and directly giving presents for conference participants to introduce the products to the consumers • Sponsoring drinks for hospitals, Healthcare centers, Sports Centers or clubs, Cosmetics and Yoga centers Introducing consumers as a pharmaceutical product with therapeutic effects and support for Training and Healthcare • In addition, the company will carry out some advertisement programs at the distribution systems of supermarkets such as Golden hour or Golden day programs at supermarkets In Golden hour or Golden day, The Company will associate with distribution partners to sell products at a special price which interests consumers • Joining the program: “The Price Is Right” – American version Organizing and joining sponsorship with products of the company for programs Sponsorship with products of the company helps to promote products to consumers and at low cost No Item Organization Sponsoring group activities 03 programs: each Note Carry out the program 15 program is sponsored 500 products (1,500 one time per month products) 03 programs Each Research and Select program is sponsored suitable programs for 500 products (1,500 taking part in products) sponsorship Sponsoring hospitals, Select sponsorship for Each place is Health care and training 10 places (15,000 sponsored 50 products centers products) per day in one month Golden hour or Golden day Carry out one time each Each week with 100 programs at distribution week in continuous products( 800 systems of supermarkets months( weeks) products) Sponsoring Environment Protection and Health care Conference Program Taking part in the program “ The price is right”American version After each 01 month, Register to sponsor 01 program is products for programs sponsored (1,200 products) 6.Budgets: Cost Estimate: Unit USD No Type of cost Amount Note Cost of patent and trademark Under protection issuing agencies regulations of Cost of product advertisement 10,000 For 20,000 products Labor 40,000 Including travelling cost to cost (project Unit consisting of 10 labors) United States for project works Other cost 5,000 16 Total 57,000 With the above analysis, it can be seen that besides its development in domestic markets, Rong Xanh Company has potential chances to develop in the US market With preliminary plans made as above, we can see partially feasibility of project Products from dragon fruits are new, special and combined by and between tastes of Vietnam peoples and US style of products, combined between beverages and products of medical properties Export of dragon fruit juice is not only a chance but also a task of Rong Xanh Company to enhance trademark of Vietnam Dragon Fruit and take full advantages of this precious and rare material source as well as expand the output of dragon fruit products In the scope of this writing, it can not be given a detailed plan for each item of work as well as accurate calculation of revenue in order to assess the cost benefit of the project This is added when Rong Xanh Company proceeds to develop the project officially Reference:  Commerce promotion Bureau- Ministry of Industry and Trade http://www.vietrade.gov.vn  Website: http://vi.wikipedia.org  Website: http://www.binhthuantpc.vn  Website: www.nationmaster.com  Data announced by: Euromonitor International, Michael Schaefer & Jonas Feliciano  Video clip of FBNC Chanel interviews Mr.Soren Kirchner, link at: http://www.youtube.com/watch?v=ipRJkpWIY6Q  Lecture of Marketing Management –International Executive Master of Business Administration - Soren Russel Kirchner – Doctor of Miramar University, California, United State 17 ... Rong Xanh company also found that, among the Vietnamese community in the United States, the highest concentration in the state of California and in this state, the Vietnamese people in the city... product capacity At present, the company has just achieved productivity of 15.000 dragon fruit jelly and 5.000 cans each day - Opportunities: There are many opportunities for Rong Xanh Company... only from Vietnam in general and Rong Xanh Company in particular Along with the famous Binh Thuan dragon, if conquering this market successfully, Nearly Rong Xanh will become a leading company in