Quản trị marketing lập kế hoạch marketing cho sản phẩm mới fresh cane

Quản trị Marketing lập kế hoạch marketing cho sản phẩm mới Sản phẩm nước mía Fresh Cane chiết suất từ thiện nhiên, không hoá chất được đóng lon Gồm có 3 dòng chính: mía yến ( dòng cao cấp), mía trái cây ( dòng sức khoẻ) và mía nguyên chất ( dòng thường)

UNIVERSITY OF FINANCE AND MARKETING  Majors: MARKETING MANAGEMENT Class: CLC_19DMA04 Class code: 2031702031204 FINAL EXAM SUBJECT: INTERNATIONAL MARKETING INTERNATIONAL MARKETING PLAN FOR MÍAHA CANED SUGAR IN KOREAN MARKET Student’s name Student’s code Nguyễn Thị Quỳnh Giao 1921005408 Bùi Thị Thanh Tâm 1921005642 Ngơ Thị Thanh Hậu 1921005424 Hồng Thị Ngọc Phượng 1921005620 Ho Chi Minh city, 2021 UNIVERSITY OF FINANCE AND MARKETING Majors: MARKETING MANAGEMENT Class: CLC_19DMA04 Class code: 2031702031204 FINAL EXAM SUBJECT: INTERNATIONAL MARKETING INTERNATIONAL MARKETING PLAN FOR MÍAHA CANED SUGAR IN KOREAN MARKET Ho Chi Minh city, 2021 TABLE OF CONTENTS EXECUTIVE SUMMARY The report was created for the purpose to examine whether it is feasible for MÍAHA - a canned product made from fresh sugarcane belonging to TTC Sugar Company to enter Korean’s market In addition, a number of factors including political, economic, socio-cultural, technological, environmental and legal also affect business operations However, MÍAHA was launched in June 2021 to develop a new formula for producing canned natural sugarcane juice with a particularly rich flavor combination from sugarcane and fruits Therefore, we have used the SWOT analysis method below to show that the opportunities presented by the Korean market are more positive than threats And there is no doubt that the demand for fresh sugarcane juice is going to increase any time soon, that's why we have planned to continue to explore all available markets around the one where we are projecting to intend to launch this product With that, we knew we would be able to maximize the profits in our business Furthermore, the emergence of existing and emerging competitors will affect business opportunities to enter the Korean market The “SMART” marketing objectives and the Marketing program (4P’s) of product, price, distribution, and promotion were discussed in this report to remedy the problem In addition, the target market in Korean was identified using a differentiated marketing strategy aimed at surviving MÍAHA's business in Korean Our plan is to position the product to become a popular brand, having a foothold in the cane juice processing industry in the Korean market, and at the same time in the top of the top fresh sugarcane juice brands in Korea within the first years from the start of operation This may be too lofty a dream but we are optimistic that it will definitely come true as we have done the research and the feasibility study and we believe that Korea is the right place to be launched this new product before launching it to the next countries In addition, the business implementation and evaluation to enter the Korean market will be conducted in the first year from the fourth quarter of 2021 to the third quarter of 2022 As the company's business goal for MÍAHA products is to become the dominant beverage product in Asia, we are willing to go the extra mile to invest in some of the best professionals we can be found and we have also put in place plans to get the best opportunities SITUATIONAL ANALYSIS 1.1 Company Analysis Thanh Thanh Cong - Bien Hoa has the full name of Thanh Thanh Cong Sugar Company Limited (abbreviated: TTC Sugar) is the leading sugarcane producer in Vietnam The company currently accounts for 30% of the sugarcane market share in our country TTC is currently the leading sugar company in the country in terms of market share and product portfolio with a raw material area of nearly 64,000 hectares in three countries: Vietnam, Laos and Cambodia Established in 1995, passing through the ages and stages, the company officially changed its name to Thanh Thanh Cong Joint Stock Company - Bien Hoa in 2017 The head office of the enterprise is located in Tay Ninh province, Vietnam • Vision: To become the leading supplier of sustainable and sourced agricultural • products in Indochina Mission: To create a modern, sustainable agriculture and bring a source of energy - nutrition of natural origin, not genetically modified TTC Sugar Company specializes in sugar cultivation and production with an area of 12,000 hectares of raw materials and plans to expand to 25,000 hectares With a large raw material area, the company has gradually conquered consumers and affirmed its position in the market Over 23 years of construction and development, the company always aims to "sustainably develop with Vietnamese sugarcane" TTC Sugar's products always receive a lot of love from consumers because of their quality and reasonable price The popular products of Thanh Thanh Cong - Bien Hoa Sugar Co., Ltd include: • • • TSU EXTRA PREMIUM Premium Refined Sugar TSU PREMIUM Premium Refined Sugar Mimosa refined sugar includes types: premium, premium, standard, special, fine • • • • • • • • • grain Mimosa Premium White Sugar Organic Sugar TSU SPECIAL Clean Road Bien Hoa Saving Bien Hoa Domin Export Sugar Organic Dark Brown TSU SPECIAL Sugar Natural granulated rock sugar BH Pro Sugarcane juice canned MÍAHA Molasses products Commercial power • • • TTC Miaqua bottled water Sugarcane bagasse Organic microbial fertilizer from sludge, cow ash TTC Sugar's 2017-2018 net revenue reached VND 10,285 billion Besides, the unit also owns potential export markets, especially the US Despite facing many difficulties in terms of weather conditions and consumption capacity, the enterprise still constantly tries to improve to be better According to the search and research of News.timviec.com.vn accumulated in the first months of the year 2019 -2020, Thanh Thanh Cong - Bien Hoa Joint Stock Company consumed 699 thousand tons of sugar, up 33% Net sales reached VND 9,122 billion, up 12% over the same period and achieving 84% of the whole year revenue target Gross profit reached VND 891 billion, up 54% over the previous year It can be seen that this is a good business result of TTC Sugar during the Covid-19 epidemic that created the current global economic crisis At the end of the third quarter, sugar still plays a key role in the company's business structure Currently TTC Sugar owns the most sugar products in Vietnam As of March 31, 2020, the total assets of Thanh Thanh Cong - Bien Hoa increased by 10% compared to the beginning of 2019, reaching VND 18,400 billion The company has built effective business policies, fast goods rotation and reasonable inventory management 1.2 Organization’s Assets and Skills Sugarcane juice when pressed directly from sugarcane has a sweet and cool taste, containing a series of beneficial nutrients for the body This popular drink is not only refreshing on hot days but also slows down the aging process, supports heart health, fights kidney stones, etc In particular, sugarcane juice is also rich in vitamin C, which contributes to strengthening resistance Seeing the great potential right from the challenge of "molding sugarcane juice", TTC has invested in researching and deploying the most advanced technology line to ensure complete sterilization of fresh cane juice and canning, allowing "packed" completely 100% essence from nature MÍAHA - Vietnam's first canned sugarcane juice brand was officially born from the aspiration to bring this much-loved "national" beverage to users in a more fashionable, convenient and convenient form thoroughly resolve concerns about food hygiene and safety With the goal of "becoming the leading supplier of sustainable and sourced agricultural products in Indochina", TTC continues to add to the company's rich product portfolio the brand of canned sugarcane juice MÍAHA Entering the fiercely competitive beverage market, TTC not only takes full advantage of the available advantages of raw materials and strong potential in the field of clean agricultural products, but also shows its determination to maximize the value chain of sugarcane to create high quality products, thereby increasing competitiveness in domestic and foreign markets The implementation of this MÍAHA product research and development has been mentioned by TTC Sugar in recent years, in addition to a number of other sugarcane value chain products such as diet sugar, low energy sugar, liquid sugar, policosanol from sugar cane wax is used in the pharmaceutical industry Company leaders once said that research on canned products aims to diversify products from sugar cane and supplement natural beverage product lines omestic and foreign markets With this extremely youthful and fresh appearance, MÍAHA canned sugarcane juice promises to satisfy the "thirst" of the market and soon becomes the top beverage choice, bringing sugarcane juice back to the position of "national drink" "Fashion of the modern consumer generation in the coming time 1.3 Market analysis 1.3.1 Market trends Smart consumers are increasingly interested in what they "load" into people every day and are willing to spend more on products that really support long-term health This is clearly shown when once trendy drinks such as carbonated soft drinks are gradually "disgraced", and drinks rich in natural ingredients, without chemical sugars or preservatives, in order to maintain them A long-term, sustainable healthy lifestyle amidst the hustle and bustle of urban life is a priority choice Sugarcane juice is clearly a drink that meets this criterion when it is pressed directly from the sugarcane plant, without adding any flavoring additives, but still possesses a sweet and cool taste, and contains A wide range of nutrients beneficial to the body However, sugarcane juice will be very susceptible to microbial contamination when left in normal conditions, leading to many inadequacies when enjoying In small shops, due to the nature of the business model, the press often does not ensure regular hygiene, the sugarcane after scraping off the shell is often piled up on the damp floor, or is often covered by flies Easy for bacteria to enter With the current trend of health concerns, sugarcane juice enthusiasts have to hesitate, sugarcane juice is no longer the most optimal beverage choice, although everyone likes the cool sweetness and natural benefits of this drink No doubt, the sugarcane press juice processing industry has grown steadily over as production companies have adapted to the rapidly changing consumer preferences and lifestyles The perceived high sugar content of sugarcane press juice drinks has forced the company to adapt its offering Because of this reason, sugarcane press juice, which is made by hydraulically chopping and crushing produce without using heat, thereby yielding highly nutritious juice, has risen to prominence 1.3.2 Business Environmental Analysis 1.3.2.1 Political factors Currently, the Korean government is increasingly tightening the quality control of imported products Currently, the activities of importing products, food and agricultural products into Korea are being managed by four main agencies, including: Korea Customs (KCS), Ministry of Food Safety, Korea Food (MDFS), Korea's Ministry of Agriculture, Food, and Rural Affairs (MAFRA), Korea's Plant and Animal Quarantine Agency For imported products, food and agricultural products, foreign-manufactured companies must register the product name, company name and address with the MDFS before the goods are imported into Korea in order to follow these steps check At the same time, importing companies must also submit a list of imported items to the MDFS In addition, all kinds of products imported into Korea for the first time will be comprehensively inspected, then granted a certificate of food safety and hygiene, valid for use within years Therefore, when exporting MÍAHA canned sugarcane juice to Korea, it is necessary to undergo rigorous testing to make the product available in this market 1.3.2.2 Economic Conditions According to Euromonitor data, the Korean economy has grown at a moderate pace in recent years Korea's GDP growth rate in 2018 was only 2.6%, down slightly from 3.1% in 2017 The Korea Development Research Institute (KDI) also lowered its growth forecast this country in 2019 down to only 2%, 0.4% lower than the forecast in May The main reason is that exports and investment did not grow, leading to the manufacturing and industrial sectors having a high proportion Korea's largest income, also stagnated; which has the opposite effect on personal consumption Euromonitor experts expect this downward trend to continue in the short term and the GDP growth rate of Korea to increase only slightly to around 2.2% in 2025 However, the Korean economy still stands 4th in Asia, with a value of about 1.6 trillion USD Up to now, Korea has recorded times the number of people in employment has decreased year-on-year, including the oil crisis year 1984, the year Asian currency crisis 1998, credit card crisis year 2003 and global financial crisis year 2009 We can see that the Korean economy still has bright spots despite the COVID-19 shock in 2020 In 2020, the Korean economy has the third-highest growth rate in the Group of leading developed and emerging economies (G20), after China and Turkey, the most positive result among developed countries group G20 Meanwhile, developed countries such as the US grew negative by 3.5%, Japan decreased by 4.8%, Germany decreased by 5.3% The OECD assessed that the effective epidemic prevention and policy efforts have helped Korea mitigate the shock from the pandemic This is a market full of potential and promise 1.3.2.3 Social and Cultural Factors Since establishing diplomatic relations in 1992, Korea and Vietnam have made efforts to cooperate closely in many fields, including economy and trade, and have brought many remarkable achievements to the two countries Not only that, the two sides have been sharing experiences to develop bilateral relations to a new height, as well as enhance exchanges in other fields such as culture Today, Vietnam has become one of the most important partner countries for Korea Korean cultural history has gone through thousands of years to create a diverse, characteristic and developed culture like today If we compare the cultures of Vietnam and Korea, we will see that there will be some similarities in beliefs, languages, religions In recent years, we can see that Korean culture influences Vietnam quite strongly In particular, the Hallyu wave has become extremely familiar to young people Kpop music, Korean movies, Korean food are all very popular The use of Hallyu wave in advertising products, tourism, services is now very popular and famous not only in Korea but also in other countries So this can be an advantage that the company can take advantage of to position the MÍAHA product 1.3.2.4 Demographic Trends South Korea's population is currently growing slowly and reached 51.4 million in 2018 The country will only add about million people between 2017 and 2030 The most prominent feature of Korea's population The country probably lies in the increase in the number of people over 65 years old In 2017, this population group accounted for 14% of the total population of Korea and is forecast to increase to 24.3% by 2030 The United Nations Organization also forecast that Korea could be one of the countries has the fastest population aging rate in the world by 2050 Currently, the number of households with only one person in Korea accounts for a quarter of the total number of households in the country Korea's population is also in the aging phase However, this can also be considered an advantage because in the near future, the Korean population distribution will not be disturbed and changed too much; Along with that, the demand for food consumption will be stable If about 10 years ago, Koreans tended to consume in large households (of or more people), but in recent years, the trend of single-person households has prevailed According to a 2017 Korea Statistics Office report, the country's marriage rate is just 5.2 marriages per 1,000 people, a record low since the country began compiling statistics In the same report, experts say this trend will continue for at least the next 5-7 years Therefore, this situation will greatly affect the purchasing power as well as consumption trends of Korean people in the near future 1.3.2.5 Technological Environment and Trends The Korean Ministry of Trade, Industry and Energy (MOTIE) on February 20 announced the analysis results of smart manufacturing technology levels of six leading countries in smart technology in the world (USA, Germany, Japan, the European Union, Korea, and China, in which South Korea ranked fifth in this group, overcoming all difficulties and challenges, determined to rise up to compete with countries with technology In modern times, Koreans today are admired by the whole world for their achievements in the fields of science and high technology, which have helped their industry set up miracles Technological development is the foundation and lever to promote the Korean economy's rapid growth over the past time For the same reason, these Korean technology trends and environments can be leveraged to help MÍAHA products be successful in the market 1.3.2.6 Physical Environment Korea has 13 large and small airports serving the travel needs of domestic and foreign passengers, of which are large international airports with the largest scale and passenger traffic Airports in Korea are invested in developing modern and advanced infrastructure with professional ground staff, providing the best services for passengers and import and export 10 manufacture of their products with glass material to introduce their products to Korea This shows a threat to the Company when entering the Korean market 3.6 Demographic environment An aging population and one of the lowest birth rates in the world have created an inevitable demographic shift in Asia's fourth-largest economy After many years of facing an aging population and a chronically low birth rate, for the first time in history, Korea's population has experienced negative growth According to the latest census data released late last week, by the end of 2020, South Korea now has 51,829,023 people - 20,000 fewer than previous official projections As its population shrinks, South Korea - Asia's fourth-largest economy - is also experiencing a growing number of elderly people, with people aged 60 and over now makeup 24% of the total population This decline is not only seen in rural areas, which are less and less inhibited, but also in the capital Seoul, whose total population fell by more than 60,000 last year Rising unemployment, expensive housing costs and other financial burdens related to having children have prevented many young South Koreans from getting married or starting a family in the past year Therefore, the more they pay attention to natural and safe products for health, MÍAHA caned sugar is a product that meets the above requirements, so Korea is a potential market for TTC sugar company to develop TARGET MARKET DESCRIPTION 4.1 Segmentation Criteria Gender Classification Both male and Characteristics Preferred by female customers female Age From 5-14 years This is the age that needs to be supplemented with old many nutrients to grow, learn and exercise From 15-25 years At this age, consumers are often more autonomous in old their purchasing decisions, using products that are suitable for their dynamism and youthfulness 21 Over 25 years old The age is concerned with both external and internal health of the body, collagen-containing drink products are always the optimal product Income Under million Economic conditions are pretty low, only able to pay VND (Under about for essential needs, depend on family’s economy 51.000 won) From – million Have a relatively good income, can pay for demand is VND (From about higher, but it won't regularly and continuously, and 51.000 won to also care about the price 255.000 won) Geograp Over million Good income, able to pay many types of products VND (Over about regularly, continuously, with little consideration price 255.000 won) but more concerned with quality and effective Urban People's living standards are high, they care a lot about hy, region beauty and wellness and are willing to pay for the high demands of life Rural People's living conditions and standards are relatively low, have little interest in beauty and health care and unconditional pay for high need Psychogr Modern aphic People who live in a modern direction, follow the technology era, follow the current youth trend, they prefer convenient, safe products for health, products with beautiful and luxurious designs Traditional People who have a traditional lifestyle, preserve their culture, customs and eating habits from the past left by their forefathers (only eating at home) They learn about traditional dishes that are both economical and safe Behavior al Busy people Mainly young people, unmarried, busy work, not (unstable working have much time to prepare fresh foods, and the best 22 hours) option for them is convenient and safe foods People who have a As people with stable jobs, most of them are married, lot of free time they have the conditions (economic, time, etc.) to take care of their families Usually will choose fresh foods to prepare themselves 4.2 Targeting To have a suitable and effective marketing campaign, TTC Sugar has selected the following target customer groups: - Age: this is an important criterion for TTC Sugar to divide the target customer group The company mainly directs its products to young consumers aged 15-25 - Gender: both male and female but still preferred by female customers - Income: TTC Sugar offers products in many different sizes and packages, suitable for students, middle class, etc This criterion is related to family size and size variation bottle size, packaging, Mainly aimed at income ranges: - From 1-5 million VND (From about 51,000 won to 255,000 won) - Over million VND (Over about 255,000 won) - Geography, region: in Korea, young people's habit is to use carbonated soft drinks and beer, so TTc Sugar chose Urban market to expand its products Appropriate marketing campaigns, extensive marketing channels, and advertising will easily reach customers compared to the rural market - Psychographic: TTC Sugar is aimed at people with a modern lifestyle, they are willing to try new products, following the current trend of young people, so TTc Sugar will be easier to market to them - Behavioral: busy people will tend to use convenient products to save time but still have enough energy to operate for the whole day, especially nowadays, Korea is a country famous for its stores convenient, so the distribution and delivery of products to these customers is quite convenient for TTC Sugar 4.3 Poisoning MÍAHA will position itself as the first Vietnamese canned sugarcane juice brand - keeping the full flavor, nutrients and no preservatives in the Korean market MÍAHA brings fresh energy from nature to create a youthful and fresh dynamism In addition, there are health 23 and beauty benefits MÍAHA ensures that it always brings the best experience to consumers INTERNATIONAL MARKETING GOALS AND OBJECTIVES Marketing goals Increasing brand awareness, gradually bringing products to consumers: Expand market share, increase sales: Developing customers through online product sales pages, websites, social networking sites, product blogs: Put the interests of customers first and constantly improve and upgrade products: Marketing objectives + Create brand awareness of MÍAHA products by 10% by 10/2021 by distributing 1000 free products and launching outdoor advertising and marketing campaigns + Sell 30000 products within the first 30 days after launch + Write 50 articles posted on forums about health and utility products with 3-5 articles/week 50 articles will be completed in months + Sold 300000 products in the first year of product development in Korea + Increase retail sales by 20% by building customer relationships and outdoor advertising activities in the first year + At the same time, increase online sales by 10% with the power of website and social media marketing campaigns in the first year + Achieve 10% market share for the product in the first years + Expand to 20% market share in the next years + Increase social media impressions among new target audiences by 30% by Q3 2022 + Increase followers of product websites/blogs to 2000 by early Q1 2022 through 50% increase in posting frequency and targeting optimization + Reached 2000 Twitter and Kakao Talk followers in months (11/2021-2/2022) through publishing content about graphics, images, product information, related articles, data statistical + Launch and test new lead generation methods via social networks every month at the beginning of Q1 2022 to find successful lead generation methods + Increase customer satisfaction with the product by up to 15% (measured through pre- and post-review surveys) by the end of Q3 2022 + Maximize consumer choice by 2025 MARKETING PROGRAM In order to achieve the set goals and have a strong and sustainable development direction for the MÍAHA brand in the Korean market in the first years (October 2021 - October 2026), TTC Sugar has built a program Marketing in the first year (October 2021 - October 2022) serves as a solid basis to build a plan to penetrate the Korean market for the next years (October 2022 - October 2026) 24 6.1 Product In order to bring MÍAHA to the Korean market, it is necessary to carefully consider factors such as product design, product quality, product features and product brand to suit the culture and trends of people consumption This is very important when bringing products to new markets Therefore, TTC Sugar researched the culture and consumption trends of Korean consumers, then implemented product testing for quality standards and standards for export because Koreans are very interested standards for product quality Redesigning packaging, labeling according to Korean terms, regulations and culture such as: correct words with minimal meaning, avoiding the case of homonyms, synonyms or multimeaning words that will lead to people Consumers misunderstand the meaning affecting the product image to set out activities to implement the action plan in the first year: - In the first months (October 2021 - March 2022), TTC Sugar built a product strategy for MAYAHA in the Korean market: + In October 2021, officially launched MAYAHA with the product of Cane Cane - a traditional flavor to consumers In October, TTC Sugar designed greeting cards and introductions to consumers to be attached on each can of Sugarcane to create an impressive highlight In months (October - December 2021), after the product is launched, it will be conducted to observe, survey and evaluate consumers' satisfaction and preference for the taste and quality of the product If there is bad feedback, we will review and adjust the product to suit consumers to prepare to expand the depth of MÍAHA to bring flavors for consumers to enjoy + In January 2022, TTC Sugar will introduce new products of MÍAHA, which are Peach Sugarcane and Apple Sugarcane, bringing new flavors, new experiences, and diverse choices in products to consumers In January, each can of Peach Sugarcane and Apple Cane will design a sticker to introduce new flavors to attract consumers In months (1 – 3/2022), survey to evaluate new flavors of consumers - In the last months (4 – 10/2022), increase the brand value of the fruit juice market in Korea by observing product consumption, position in the fruit juice market, position in consumer mind to draw out the best direction for the development of products in each specific case Prepare product development strategy for the next year 25 6.2 Price Pricing in international marketing can be more complex than setting domestic prices because of the larger number of variables involved and the rate of uncertainty So TTC Sugar needs to consider all pricing strategies it will use to market its products to consumers The price of the product will affect the entire company so pricing can cause major failure if the company sets the wrong price In the first year, the following will be implemented: - From October 2021 to March 2022, TTC Sugar will choose a pricing strategy based on competitors This is the right strategy because the company will evaluate similar products in the market and set prices higher or lower than competitors' pricing Initial prices will be from 1,200 won – 1,500 won, the price for products in the mid-range segment - Spring in Korea (4 – 6/2022) will have many events and summer (7 – 9/2022) with hot and muggy weather, so the trend of consuming drinks will increase up Thereby, TTC Sugar can use arbitrage strategy to increase profits by charging different prices at different times of the day or week to reflect changing demand or changing value of customers with products 6.3 Distribution To penetrate the Korean market, TTC Sugar will choose indirect distribution via B2B channel by push strategy Through the survey, Korean consumers tend to shop for drinks and food in convenience stores or supermarkets In particular, convenience stores are familiar spaces in Korean life Therefore, the plan to deploy in the first year with activities: - In months (10-12/2021), TTC Sugar signed a cooperation agreement with distributors of large, popular convenience store chains GS25, CU, 7-Elevent and distributors of supermarket chains E - mart, Homeplus, Lotte Mart for quick access to consumers In December 2021, signing a cooperation agreement with Gmarket e-commerce site, Coupang brings convenience and diversity in consumers' shopping - In months (1 - 6/2022) maintain and sign cooperation with distributors of convenience store chains Family Mart, Ministop, distributor of traditional market Gukje Market (Busan) - In months (7 – 10/2022), maintain stability in cooperation and control the quantity of products to distributors reasonably based on consumption level of consumers 26 6.4 Promotion TTC Sugar will design activities in the communication process to impress and attract consumers to choose to buy products through activities implemented in the first year: - Introducing products and product messages through small posters pasted on the doors of convenience stores and through LCDs in supermarkets to attract customers to be implemented in October 2021 - Distributing 1000 free products at subway stations in October 2021 - Advertise on major electronic newspapers in October 2021 - Building a blog to interact with consumers to be implemented in January - September 2022 - Product advertising on popular social networking sites in Korea such as Kakao Talk, Youtube, Instagram, and Twitter will be implemented in the fourth quarter of 2021 and the second quarter of 2022 - Advertise products on Gmarket, Coupang e-commerce sites in the first and third quarters of 2022 - Installation of large banners on strategic locations of major cities in Korea is carried out in the fourth quarter of 2021 and the third quarter of 2022 EVALUATION, MEASUREMENT AND CONTROL 7.1 Evaluation In order for MAYAHA to penetrate the Korean market, TTC Sugar has conducted research, analyzed data on overview of the market, macro and micro environment and identified the target market Set goals for the marketing plan to outline strategies and tactics for the first years Especially, building an implementation plan in the first year creates a solid foundation for the next years to develop strongly and turn the set goals into reality by 2026 7.2 Measurements The table of milestones below outlines the activities implemented during the first quarters of the year Each milestone will designate a specific department within the company that has a mission and responsibility for its success TTC Sugar will track successes and failures by reviewing plans against reality Successes and failures will be reviewed and resolved quarterly 27 2021 Marketing program How 4th Quarte r 2022 1st 2nd Quarter Quarter 3nd Who? Quarte r Product Product Launched MÍAHA brand with Research developmen Cane Cane in October 2021 and and product t and surveying consumer reviews development expansion January 2022 introduces new flavors of MAYAHA, Peach Sugarcane and Apple Sugarcan Packaging Create highlights for products to design attract consumers Design a small invitation card to send greetings and introduction for Cane Cane in October 2021 and January 2022, design a sticker for Peach Sugarcane, Apple Cane Increase Determine the position of the brand value brand, the level of consumption of consumers to give reasonable directions to develop products as well as brands Price Market Use a competitor-based pricing Market penetration strategy to set the right price for Sales your product Initial price 1,200 department, won - 1,500 won accountant 28 Increase Use the arbitrage strategy to profits increase profits with different prices during the day or week Place Building a Cooperating with distributors of Consultant, B2B convenience store chains and distribution distribution supermarkets in Korea department, channel December 2021, cooperate with retail major e-commerce site personal Expanding Expand cooperation with distribution distributors of other convenience channel store chains and large traditional membership markets in Busan and control Control product quantity for reasonable distributors Promotion Media Through posters in convenience Marketing Message stores, LCD screens of division, supermarkets and electronic advertising newspapers department Mass media Advertise on popular ecommerce platforms, social networking sites and build some activities to attract consumers Design banners on strategic locations of major cities Personal Build a blog to communicate and 29 selling interact with consumers 7.3 Control The product marketing plan for the first year of entry and for the first years of MÍAHA in the Korean market has been presented and designed as above Plans are not always implemented as planned, so TTC Sugar is ready to deal with the possibility that MÍAHA does not fulfill its forecasts or has outstanding success - Revenue exceeded expectations - Revenue increased higher than expected, creating opportunities for MÍAHA to develop strongly in the Korean market and at the same time to expand new products to consumers - Revenue did not meet expectations – Revenue was too low compared to the expected target, creating a burden on TTC Sugar's budget in terms of marketing costs The marketing program will be redesigned to fit the company's budget and ensure that MÍAHA's message reaches the target market At the same time, prepare a plan to build a contingency budget for cases where additional budget is needed CONCLUSION In short, MÍAHA is a new product launched in Vietnam, which will bring this product of the company into the Korean market The reason for being introduced to the Korean market is due to the preference of Koreans who always love tropical fruit juice and the infrastructure along with the economic development, so this will be a good opportunity for MÍAHA products enter the Korean market Moreover, threats and weaknesses also need to be considered by the company when entering the Korean market In this report, Specific, Measurable, Achievable, Realistic and Just-In-Time (SMART) goals and Marketing program (4P's) such as Product, Place, Promotion, and Price have been identified is set to survive in the Korean market 30 APPENDIX Sales forecast 10/202110/2022 10/202210/2023 10/202310/2024 10/202410/2025 10/202510/2026 Mía tắc 123,800 143,250 190,000 226,000 250,000 Mía đào 100,080 132,550 178,880 222,600 248,000 Mía táo 100,000 132,780 186,000 223,800 248,500 Mía tắc 1.200 1.200 1.200 1.300 1.300 Mía đào 1.500 1.500 1.500 1.600 1.600 Mía táo 1.500 1.500 1.500 1.600 1.600 Mía tắc 148.560.000 171.900.000 228.000.000 293.800.000 325.000.000 Mía đào 150.120.000 198.825.000 268.320.000 356.160.000 396.800.000 Mía táo 150.000.000 199.170.000 279.000.000 358.080.000 397.600.000 Total Sales (₩) 448.680.000 569.895.000 775.320.000 1.008.040.000 1.119.400.000 15.036.873.78 19.550.340.824 21.710.102.296 Sellin g units (cans) Unit price (₩) Sales (₩) Total Sales (VND) 8.701.883.775 11.052.777.155 Expense budgets Unit cost Production expense (VND) Cost to export (VND) 10/202110/2022 10/202210/2023 10/202310/2024 10/202410/2025 10/202510/2026 1.000 1.000 1.000 1.100 1.100 + Shipping + Shipping + Shipping + Shipping + Shipping (33.8) (33.5) (33) (33) (33) + Document + Document fee + Document + Document + Document fee (9.8) (7.8) fee (5.75) fee (4.75) fee (4.28) + Seal fee + Seal fee + Seal fee + Seal fee (2.7) + Seal fee (2.8), (2.79) (2.88) + Telex (2.75) + Telex + Telex Release + Telex Release bill fee + Telex Release bill fee bill fee (6.7) Release bill fee (4.1) Release bill fee (8.5) + EBS fee (14) (5) + EBS fee (14) (3.7) + EBS fee + ABN fee (1, + EBS fee (14) + ABN fee + EBS fee (14) 31 (14), + ABN fee (1) Total: 69.07 4) Total: 66.19 + ABN fee (1) Total: 61.63 (0.85) Total: 59.4 + ABN fee (0.76) Total: 58.49 Gmarket 0,2% (60), Coupang 0,15% (45) Gmarket 0,2% (60), Coupang 0,15% (45) Gmarket 0,2% (60), Coupang 0,15% (45) Gmarket 0,2% (65), Coupang 0,15% (50) Gmarket 0,2% (65), Coupang 0,15% (50) + Banner-6, poster-30, Advertising LCD-3 (97.35) costs + Social (VND) network (63.9), Total: 161.25 + Banner-6, poster-30, LCD-3 (77.17) + Social networks (50.66), Total: 127.83 + Banner-6, poster-30, LCD-3 (56.82) + Social networks (37.3), Total: 94.12 + Banner-7, poster-35, LCD-4 (60.66) + Social networks (30.79), Total: 91.45 + Banner-7, poster-35, LCD-4 (54.63) + Social network (27.73), Total: 82.36 Survey (42.27), cards, stickers (50.94) Total: 93.21 Survey (33,51 ) Survey (24,67) Survey (20,36) Survey (18,34) 48.95 36.04 29.74 26.79 408.580.000 554.880.000 672.400.000 764.500.000 27.043.910 34.197.254 39.940.560 43.662.785 Cost of deduction % for trading floor (VND) Other costs (VND) Selling expense s Costs incurred (VND) 61.75 Production expense (VND) 323.880.000 Cost to export (VND) 22.3730.392 Cost of deduction % for trading floor (VND) 34.007.400 42.900.900 58.262.400 77.326.000 85.847.500 52.225.650 52.228.781 52.225.305 61.490.980 61.481.740 Advertising costs (VND) 32 Other costs (VND) 30.188.855 13.689.900 13.689.900 13.689.900 13.689.900 Costs incurred (VND) 20.000.000 20.000.000 20.000.000 20.000.000 20.000.000 482.672.837 564.443.491 733.254.859 884.847.440 989.181.925 Total cost (VND) Member’group work assessment Student’s name Student’s code Assignment descriptions Assignment completion rate Nguyễn Thị Quỳnh Giao 1921005408 100% Bùi Thị Thanh Tâm 1921005642 Hoàng Thị Ngọc Phượng 1921005620 Exchange and discuss to work together, not divide specific parts because the content will be fragmented Ngô Thị Thanh Hậu 1921005424 100% 100% 100% 33 REFERENCES • Textbooks Daniel W Baack, Eric G Harris & Donald Baack (2012) International Marketing • NOTEBOOK Handbook for writing university reports in Finance and Marketing • WEBSITE, MAGAZINE Silvia Valcheva, 27 SMART Marketing Objectives Retrieved August 10, 2021, from https://www.intellspot.com/marketing-objectives-examples/? fbclid=IwAR3CdbpGUTy_xRScpbXufJdPMbjmdlqKtWVQPbJ1qpUODYBcdvP30UZme Io How to Write a Fruit Juice Production Business Plan [Sample Template] Retrieved August 10, 2021, from https://www.mplans.com/internet_coffee_shop_marketing_plan/controls_fc.php Ali Aljoubory, International Marketing report Retrieved August 10, 2021, from https://www.slideshare.net/AliAljoubory/international-marketing-report-56068120? fbclid=IwAR0GcREnRWUXGq4yT0GCa8qXqcblo58zL6ph98LLGCMqUn00nGyTG0pY5k Các Loại Phí Trong Xuất Nhập Khẩu Retrieved August 15, 2021, from https://truongphatlogistics.com/cac-loai-phi-trong-xuat-nhap-khau/ Kinh tế Hàn Quốc, Retrieved August 15, 2021, from https://vi.wikipedia.org/wiki/Kinh_t%E1%BA%BF_H%C3%A0n_Qu%E1%BB%91c Linhvo, Gmarket gì? kinh nghiệm cách mua hàng trực tiếp Gmarket Retrieved 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FINANCE AND MARKETING Majors: MARKETING MANAGEMENT Class: CLC_19DMA04 Class code: 2031702031204 FINAL EXAM SUBJECT: INTERNATIONAL MARKETING INTERNATIONAL MARKETING PLAN FOR MÍAHA CANED SUGAR... are Peach Sugarcane and Apple Sugarcane, bringing new flavors, new experiences, and diverse choices in products to consumers In January, each can of Peach Sugarcane and Apple Cane will design... Sugar chose Urban market to expand its products Appropriate marketing campaigns, extensive marketing channels, and advertising will easily reach customers compared to the rural market - Psychographic: