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Lập kế hoạch Marketing tại thị trường Mỹ cho sản phẩm bánh Cuốn DELICIOUS FOODGồm các phần:Giới thiệuPhần 1: Tổng quanPhần 2: Phân tích thị trường Phần 3: Phân tích môi trường vi môPhần 4: Phân tích môi trường vĩ môPhần 5: STP Phân tích Thuận lợi Khó khăn tại thị trường quốc tếPhần 6: Mục tiêu và hiệu quả của chiến lượcPhần 7: Kế hoạch thực thiPhần 8: Đánh giá, kiểm soát và giải pháp
UNIVERSITY OF FINANCE – MARKETING HO CHI MINH CITY Marketing plan for Vietnamese Banh Cuon entering the California market in the United States ~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~ Course Name: International Marketing AUGUST, 2021 INDEX Section EXECUTIVE SUMMARY .1 SECTION SITUATION ANALYSIS 2.1 MARKET POTENTIAL IN THE US 2.2 SWOT SECTION ANALYSIS OF THE INTERNAL ENVIRONMENT 3.1 COMPETITOR ANALYSIS AND COMPETITION ANALYSIS 3.2 SUPPLIERS SECTION ANALYSIS OF THE EXTERNAL ENVIRONMENT .6 4.1 BARRIERS TO ENTRY 4.2 ECONOMIC ENVIRONMENT .7 4.3 CULTURAL AND SOCIAL ENVIRONMENT 4.4 POPULATION ENVIRONMENT 4.5 SCIENTIFIC AND TECHNICAL ENVIRONMENT SECTION TARGET MARKET DESCRIPTION 5.1 STP STRATEGIES 5.1.1 Market segmentation 5.1.2 Map and table of the market segmentation 10 5.1.3 Evaluate and select target market .11 5.1.4 Positioning 12 5.2 ADVANTAGES AND DISADVANTAGES OF THE CALIFORNIA MARKET 12 5.2.1 Advantages 12 5.2.2 Disadvantages 13 SECTION INTERNATIONAL MARKETING GOALS & OBJECTIVES .13 SECTION MARKETING PROGRAM 14 7.1 PRODUCT STRATEGY 14 7.1.1 Product quality 14 7.1.2 Product Categories .14 7.1.3 Label 16 7.1.4 Packaging Products 16 7.2 PRICE STRATEGY .17 7.3 DISTRIBUTION STRATEGY .19 7.4 PROMOTION STRATEGY 20 7.4.1 Sale promotion 20 7.4.2 Advertisement .21 SECTION ACTION PLAN 22 SECTION EVALUATION, MEASUREMENT & CONTROL 23 9.1 RISKS 23 9.2 SOLUTIONS 23 SECTION 10 LIST OF REFERENCES 24 INDEX OF PICTURE Picture 3.1 Tay Ho restaurant on 9822 Bolsa Ave # 101 H, Westminster, California, USA.5 Picture 3.2 Asian Garden Mall on Bolsa Ave, Westminster, California Picture 5.1 The map of the market segmentation 10 Picture 5.2 The target market .11 Picture 5.3 The product positioning map 12 Picture 7.1 Grinding rice 15 Picture 7.2 Spread out the flour by machine .15 Picture 7.3 Cake filling 15 Picture 7.4 Logo of DeliciousViet Company .16 Picture 7.5 Diagram of distribution system of Delicious Viet cake 19 Picture 7.6 Promotion forms 20 Picture 7.7 Poster stickers outside .21 INDEX OF TABLE Table 5.1 Purchased power Table 5.2 The income of potential customers Table 5.3 The potential customer .10 Table 5.4 The table of the market segmentation 10 Table 7.1 Category of product 14 Table 7.2 Price of specific market penetration 18 Table 8.1 Timeline of marketing plan for Banh Cuon in 2022 22 SECTION EXECUTIVE SUMMARY Delicious Viet Manufacturing and international commercial services JSC with the business field: Food production and processing, food import and export The common goal of the company is to enhance its position in the international market, not only in California but gradually bring products closer to overseas Vietnamese and foreign customers around the world But now, it is necessary to be strong in California Basic directions: The core value the company is aiming for is an aspiration to bring Vietnam's banh cuon to the world in order to create national spiritual values to share with the international community breakthrough in improving the quality of dishes, modifying and adjusting them to suit international cuisine Belief values contribute to enriching Vietnamese dishes in the international community Vision and mission: Short-term vision: Make Vietnamese Banh Cuon Ngon become a familiar dish for expatriate Vietnamese in Canada Long-term vision: Make Vietnamese Banh Cuon Ngon become a familiar dish for Vietnamese people around the world Mission: To build Ngon Viet to become a leading brand of Vietnamese ready-made dishes for the domestic and international community The following goals: Dominate the domestic market and conquer the world market Investment in the industry Developing a franchise system Currently, Vietnamese dishes available on the California market include: Vietnamese noodle soup, Vietnamese vermicelli Currently, Vietnamese banh cuon products have not appeared in this market So we can take the lead in bringing Vietnamese banh cuon products to this market The business expects to achieve $1,114,132 profit in 2022 SECTION SITUATION ANALYSIS 2.1 MARKET POTENTIAL IN THE US California accounts for the number of Vietnamese people living and working with the highest among all states in the US Therefore, the office and business stores in California are specific to ABC in Orange District and focus on food business from Vietnam as well as large ABC supermarkets, attracting customers to buy products DeliciousViet Banh Cuon are pre-processed frozen foods so it is extremely convenient for the properties of people in the US Because, most of their earning working time accounts for 2/3 time a day Therefore there will be a lot of time to prepare and make this cake, so the DeliciousViet Banh Cuon is a solution to help people in America save time and effort Just steaming the cake and adding fish sauce, they can enjoy an attractive cake As one of the leading companies in the prepared food industry when penetrating the US market since 2011, DeliciousViet has a lot of experience in meeting the needs of customers in the US, especially guests who live in the United States People who live away from one's country and work from there, although the most developed and progressive country in the world, their culinary industry is not inferior to any country But how can I replace the taste of my homeland? Understanding that, DeliciousViet has distributed a diversified cake cake but still keeps the hometown, high product quality, food safety and suitable taste with the majority of customers 2.2 SWOT Strengths: DeliciousViet is one of the most effective and prestigious business units in the field of food in general and, specifically famous as a familiar and traditional cake in the domestic market Besides, the company owns a good management team, good and experienced chef / chefs and experienced staff The company itself is always aware of the role, human position, of human resources for the company's prosperity Every year, the company organizes domestic and foreign training programs for staff, managers, and especially chefs - the 'main workers' make sure the DeliciousViet brand is what it is today DeliciousViet products are very diverse, quality inspection system, good product preservation, quality guarantee 100% food safety and hygiene In addition, cake products that the company is conducting business in are good health products It is definitely a smart replacement for fast, delicious foods, and does not contain chemical lines The company's products are granted a certificate of sanitation safety because of community health awarded by domestic and foreign organizations, such as Vietnam's General Department of Standards and Quality Metrology The company has its own processing formula suitable for the taste of customers in each region However, the taste will still be preserved for every country because we believe that the familiar taste of the homeland will always leave a long-term impression for customers Weaknesses: The first weaknesses that DeliciousViet Viet encountered when implementing the export strategy of frozen Banh Cuon to the market, the company did not have much experience working with US counterparts Therefore, the company will conduct research with prestigious distribution of product transport to international countries to cooperate With its experiences and skills, the company will conduct research, market analysis and opponents to have safety policies that are most effective The second is that the Banh Cuon is not familiar to Americans Because we all know American people, they are often familiar with dishes like pizza, sandwiches, like fast, convenient and accustomed dishes with their taste So the habit of changing the habit for people to see the Vietnamese Banh Cuon dish is familiar, it is really hard Therefore, the company's company strategy will focus on Vietnamese people living in the United States, and will also be people who help DeliciousViet to come closer to American people The third is the product of the domestic manufacturing company before exporting, or in other words Banh Cuon originating from Vietnam, sometimes not proactive in the source of goods Freight stitching is also a matter of being considered and considered by the company, such as how to trade smoothly, exported goods to the US to ensure time, standards, Opportunities: After a market to understand the market, DeliciousViet has grasped the psychology of foreign customers who often prefer low-fat and fancy dishes, so the company focuses on trading all kinds of diverse Vietnamese cake products, substances guaranteed amount and consistent with consumer psychology In addition, many Vietnamese people live in the United States and often use traditional homelands This psychology is also very normal but noble for every Vietnamese person From international students to export workers, or Vietnamese lands to catcher in the US for very different reasons, they all have common Vietnamese origin, and they are proud of that Occasionally , sometimes, or often using hometown dishes is also the way they are keeping their homeland's beauty, part of them showing pride in traditional Vietnamese traditional tastes Another chance that delicious Vietnamese has seen in the US market is a very developed US retail system, Americans prefer to consume light snacks, high quality and convenient food items Vietnam joined the WTO in January 2007, gradually eliminating market barriers and trade restrictions established to increase competitiveness, which facilitates the goods of the company penetrating into the American school market The tourism industry is thriving to increase profits for packaged and frozen goods (Eat fast when taking a train, aircraft ) This also facilitates the company's products to be widely launched closer to consumers Threats: In the US, competition with fast-frozen food products is reputable in the domestic market in the US It can be seen that the US is a quite potential market that many companies target business Using Western-style fast food is the long history of Americans Therefore, when entering the US market, with the goal of becoming a familiar dish of the international market is the challenge of the company Besides, America is quite high in product packaging products, ensuring product quality must be certified by domestic and foreign food safety Policies on business licenses and tax barriers must also be carried out in accordance with the US policy SECTION ANALYSIS OF THE INTERNAL ENVIRONMENT 3.1 COMPETITOR ANALYSIS AND COMPETITION ANALYSIS According to survey and market research results, currently, Vietnamese dishes available on the California market include Vietnamese Pho, Vietnamese Burmese Currently, Vietnamese Banh Cuon products have only appeared in the restaurant business model Therefore, we can take the lead in bringing Banh Cuon products to supermarkets, shopping centres and opening stores In the USA of California state, Vietnamese Americans like to go to restaurants specializing in serving Vietnamese specialities to enjoy, such as Tay Ho Banh Cuon restaurant with branches in San Jose cities, Santa Clara, Sacramento It is considered a direct competitor to the Delicious Vietnam brand This business produces Canh Cuon products in the restaurant's kitchen, serves customers in their area, and does not have an online ordering system The strength of Tay Ho restaurant is to serve customers on the spot, the food is cooked directly at the store, making customers feel confident and enjoy when the need arises However, the Covid-19 pandemic has changed the eating habits of Americans, the report indicates that 70% of immigrant Americans prepare their own meals at home from packaged frozen foods that are presented at supermarket, shopping malls (According to recent reports from the American Dietetic Association) Picture 3.1 Tay Ho restaurant on 9822 Bolsa Ave # 101 H, Westminster, California, USA (Source: Banh Cuon Tay Ho Westminster 2) On the other hand, the issue of price competition in the California market is considered a competitive advantage for Delicious Vietnam's Banh Cuon product Compared to competitors, their prices fall in the range from $9.15 to $10.25 Therefore, the firm decided to introduce a pricing policy with a roadmap consisting of two important steps Step 1, the enterprise will apply the penetration price policy for the market penetration stage, Step 2, the enterprise will apply a discriminative price policy when developing and expanding the market 3.2 SUPPLIERS Ngon Viet is a Vietnamese company with its head office located in Vietnam and a processing factory in Vietnam The production and supply of goods are carried out in the country, before being exported to California Therefore, it can be said that the company has a good supply of raw materials from domestic partners In addition, the capital investment is low compared to other food concepts This will help lower the risk and make a quick profit When entering the California market, The company prioritized distribution of Banh Cuon products in crowded places such as Shopping malls, supermarkets to directly introduce products to customers through on-site supply staff Suppliers will be businesses that hire part-time or full-time employees, real-estate giants who lease space at centres such as Asian Garden Mall, Phuc Loc Tho Mall Deploying business in the California market will largely be affected by suppliers here, so businesses will choose reputable suppliers and choose some suppliers to avoid risks caused by a supply shortage The Marketing policy between Delicious Vietnam and Suppliers will be the bridge to help ensure close relationships and mutual trust with suppliers Picture 3.2 Asian Garden Mall on Bolsa Ave, Westminster, California SECTION ANALYSIS OF THE EXTERNAL ENVIRONMENT 4.1 BARRIERS TO ENTRY For food and beverage items, the export to a fastidious market like the US must comply with the regulations of food and pharmaceutical management agencies (FDA), specifically about antiterrorism laws The representative registration in the United States must give prior notice of labels, formats, languages, hazardous source analysis and control systems and good production practice standards (GMPS) Many businesses make mistakes when exporting goods to this potential market, the reason is that Vietnamese enterprises have not fully accessed and thoroughly regulated FDA food and pharmaceutical safety regulations Before exporting food and pharmaceutical products to the US, businesses must register and declare in advance with the FDA However, according to the new regulations of the FDA's Food Safety Modernization Law, after registering with FDA will have time to verify the enterprise as well as the factory to ensure food hygiene and safety Whether or not, it was allowed to export goods When importing ready-made food products to the US market, the company suffers a variety of taxes such as taxes according to the value and tax according to weight or mass tax, gross tax, the top-owned tax rate (MFN), the level Non-Mudded Tax (Non-MFN), Although the VietnamAmerican Trade Agreement has been promoting effectively, Vietnam is still facing some disadvantages of market penetration Before the Vietnam - US Trade Agreement takes effect in December 2001, Vietnam's goods exported to the US must bear the tax rate of discrimination (Non-MFN), many times higher than the maximal tax rate Quoc (MFN) Up to now, although Vietnam has been entitled to the MFN tax rate, some of Vietnam's products imported into the US are still subject to a higher tax rate than the same type of goods imported from some countries and other areas, by the US There are free trade agreements or unilateral trade incentives with these countries and regions 4.2 ECONOMIC ENVIRONMENT California has a total GDP of 2.7 billion dollars California also has a wide range of industries that contribute to their strong economy, creating diverse jobs for residents The important industries of the state include technology, trade, agriculture and tourism In South California, including Los Angeles, the remarkable entertainment industry includes film production, television and music The San Francisco Bay area is known as the headquarters of technology giants such as Apple, Google and Facebook, not to mention thousands of smaller companies and start-up companies The income of Vietnamese people residing in the state with this high economic growth rate is quite low The average salary of Vietnamese people here depends on the work they do: Agriculture is about 1500-2000 USD / month Industry and salary services will be higher, ranging from about 2500 - 3000 USD / month Particularly for people who are nurses, the income will be 5000- 8000 USD / month, ensuring payment for costs in life Although the salary is low compared to the per capita income in this state, the income of a couple only pays rent, domestic spending on family activities, paying social insurance but still can send a little about the relative Picture 5.3 The product positioning map As can be seen from the map, although the price and taste of Banh Cuon products are lower than competitors, the distribution channel and product line helps customers to shop conveniently at the supermarket 5.2 ADVANTAGES AND DISADVANTAGES OF THE CALIFORNIA MARKET 5.2.1 Advantages A significant contribution of the US market to Vietnam's ability to export goods is also the Vietnamese community here According to the results of the "Research on the American community" conducted by the US government since 2019, recently published, there are about 2,2 million Vietnamese people living in the United States, accounting for about 10.5% of the total Asian Americans, is the fourth largest community after China, India, Philippines There are 2,2 million Vietnamese in the United States who still eat Vietnamese food every day and still need the same food as in Vietnam, so it's a big and attractive market for businesses' food items Vietnam In addition, the Vietnamese community in the United States will be an effective bridge for Vietnamese businesses to bring goods to the United States 5.2.2 Disadvantages The legal and technical barriers to trade are also significant difficulties for Vietnamese enterprises The United States is known for having a complex legal system and many technical barriers to trade In recent years, Vietnamese enterprises often face difficulties in labor and 12 environmental standards when exporting goods to the United States; anti-dumping and anti-subsidy lawsuits; Technical barriers and food safety… SECTION INTERNATIONAL MARKETING GOALS & OBJECTIVES Brand name Through the identified image, logo and slogan: "Enjoy life in your own way", Delicious DeliciousViet wants to bring the spread of Vietnamese cuisine to international friends and far-famed people To spread it, delicious Vietnamese products have to be high quality, delicious and ensure food hygiene Since then, creating a brand " Banh Cuon" is easy to recognize in the California market Product diversification The company will modify and create, add a variety of products to the menu to meet the different needs of diners Moreover to diversify products, the source of raw materials must be abundant, from which to meet customers' desires as well as the target for the company Distribution Test three new traffic generation methods every month to increase traffic month over month by 3% Financial Increase output orders by monthly month increase 10 -20 orders compared to the previous month Increase 10% revenue compared to each year Market share Maintain the Top 10 position in the Vietnamese food market in California Become a popular Vietnamese food brand for age segment (all ages) Increase market share to 10% in the first year Customer Increase customer advocacy: Implement a customer ambassador program by the end of the calendar year so that our best customers introduce our product to new prospective customer Increase customer experience: Customers to try products in festivals, food ceremony, opening 13 Loyalty customer: Make membership cards for customers eating for a long time Discount for member customer or give small souvenirs every month Acquire more prospects from existing market Implement content upgrades into every social media post by the end of the calendar year to turn 30% of our website visitors into prospective sales leads SECTION MARKETING PROGRAM 7.1 PRODUCT STRATEGY 7.1.1 Product quality DeliciousViet Banh Cuon always ensure quality with criteria: white, thin, soft, delicious and non-fat The hot Banh Cuon with nem, meat, and a good sauce mix salad, a little bit of herbs will make every guest enjoy this dish once they want to go back 7.1.2 Product Categories In order to meet different needs of consumers, DeliciousViet have typical products: Spring onion Banh Cuon Meat Banh Cuon Shrimp paste Banh Cuon Table 7.1 Category of product To make quality Banh Cuon, the company has used special, fragrant rice The stage of choosing rice is really important because it directly affects the quality of cakes After rice is selected, the remaining stages are carried out according to safety standards: 14 Grinding rice: Wet rice is built with water so very smooth ensures safe hygiene Picture 7.1 Grinding rice Spread out: The machine system will this job Picture 7.2 Spread out the flour by machine Cake filling: meat is chosen thoroughly, ensuring fresh, delicious, half-lean shoulder meat, shrimp, hashing with atrial, fried mushrooms with spices such as fish sauce, pepper Picture 7.3 Cake filling Frozen: Banh Cuon after being rolleders will be taken away from frozen Frozen products of the Company follow quality standards 15 7.1.3 Label Picture 7.4 Logo of DeliciousViet Company With the aim of bringing the product with a homeland flavor to diners who are overseas Vietnamese in California, the company has used "DeliciousViet Banh Cuon" as a brand name for the product The following icon shows the company's will to bring Vietnamese cuisine with delicious, easy to eat and save time for busy people but still ensure health 7.1.4 Packaging Products Because the company's products are frozen products, to ensure quality and convenience for preservation, products are preserved through three layer: The first layer: Includes foam boxes of cakes and protective glass paper The second protection layer: is the nilon class named the company brand as well as product information With this packaging class, the company has clearly stated safety indicators as well as the following preservation: Ingredients: rice, pork, carpentry, pepper, spices, main noodles, salt, vegetable oil, Packing: 500g, 300g, 1kg depending on type Storage: ≤ 0ºc or in the fridge compartment Instructions for use: Warming or spinning in a microwave from 2-5 minutes Shelf life: 12 months 3rd protective layer: before the goods are exported, the company's products will be closed to avoid impact and easy transportation 7.2 PRICE STRATEGY 16 The company's price strategy is based on the following four factors: Competition situation, market trends, costs and some estimates about the values that customers will receive Normally, high-priced products make customers feel about a high-end product, especially for Vietnamese customers living in the US with high income However, due to the characteristics of delicious Vietnamese cake products, it is the popularity of the product If it pushes the price too high, we will face the reaction from the market and must compete with replacement products Other Price range If it places a low price, besides the fact that we get a large number of customers, we have put the product at a low level, not commensurate with the goal of the product Vietnamese delicious cake products must be located as a special, featured Vietnamese product, in addition to bringing dishes to Vietnamese people but also a cultural product introduced to international friends For businesses, although other products (Vietnamese food ) have affirmed a place in the market in California, the DeliciousViet Banh Cuon is a new type of product, not yet in the market, the company is very careful in giving price policy Assessing the capital factors of the Vietnamese food market in California, the existing replacement products of the market and the internal factors within the enterprise, the enterprise decides to provide price policies with the roadmap including “2 important steps” Step 1: Enterprises will apply the penetration price policy for the market penetration stage The purpose of the company for the development of the Vietnamese delicious cake market is to quickly dominate the market and have a big market share right away Besides, the food products are ranked popular such as the sale of a bridge elasticity - a large price, ie the fluctuation of the needs of consumers is very large when there is a small change in price, or In other words, it is the sensitivity of the customer for the product price The production with a large scale will help the business to reduce fixed costs on each product, so it can reduce the cost on each product, giving the product a reasonable and capable price competitive For the above reasons, the original enterprise will choose the price policy that is "Penetration price strategy" Initially the company will have trial programs, reduce product prices, helping to bring cake products quickly to consumers In that process, the selling price can be determined at the price that the enterprise does not need profit or accept partial losses Step 2: Enterprises will apply distinguished price policies when developing and expanding markets After obtaining a stable customer, the business will switch to the stage of development and expanding the market At this stage, the enterprise will adjust the price depending on the conditions and circumstances related to the customer Do not go to the price list for a long-term period that 17 always actively offers flexible changes in the extent that customers accept it Enterprises will use price adjustment policies including: Price strategies are suitable for the development goals of the company Analysis of competitors' customers, the economic situation must be implemented seriously and most objectively Update market fluctuations, competitiveness to have a suitable price strategy Continuous measurement of variable sales, purchasing power, level of payment, customer satisfaction after each price adjustment for appropriate strategy Discount Cash discount: discount cash discount for stores to pay soon These discounts are allowed to improve payment and reduce debt collection costs as well as bad debts Discount Quantity: Discount for customers who buy in many quantities This discount is applied to every customer to encourage them to buy a lot thus reducing many costs and increasing the total profit of the company Functional discount: Commercial discount for members in the distribution channel to stimulate them to fulfill their work well Pricing to advertise The company will temporarily valve products lower than the listed price Advertising pricing has many forms: Advertising valuation sells capital prices on certain opportunities (Ex: Festival, fair, sales promotion at certain times and locations ) Donate goods for customers Free promotional items with products Spring onion Banh Cuon 8$/300g 9$/500g 11$/1kg Meat Banh Cuon 9$/300g 10$/500g 12$/1kg Shrimp paste Banh Cuon 9$/300g 10$/500g 12$/1kg Table 7.2 Price of specific market penetration 7.3 DISTRIBUTION STRATEGY 18 DeliciousViet Banh Cuon built a distribution channel system focused on the California market, where nearly 50% of Vietnamese people settle in the United States live here Delicious bakery products of DeliciousViet will appear on the stalls of retail stores, trade centers, or supermarkets, Picture 7.5 Diagram of distribution system of Delicious Viet cake The products will enter the US market according to a single path to export directly to the branch of DeliciousViet Company in California - USA This branch will tasks: “importing company's products in Vietnam and directly distributing to Vietnamese culinary stores, markets, supermarkets, products will be through the retail system and come to the consumer's hand Delicious companies choose this distribution form for the following reasons: Managing all business policies in general and marketing in particular in the US market directly Market feedback from customers will come to the manufacturer faster Products to consumers directly from retail store chains not adopt intermediary agents, so the company's profit is not shared, consumers will reach the product with cheaper prices 7.4 PROMOTION STRATEGY 19 7.4.1 Sale promotion Frozen Banh Cuon is a new product, not available in the California market To introduce products to consumers, the company will perform a campaign to offer at large supermarkets and agents Consists of : Trial for free products at delicious Vietnamese stalls preset large supermarket chains in California Combined with a 50% discount promotion when buying delicious Banh Cuon for a week After the time of offers by trial programs, the company continues to combine with supermarkets and agents to implement regular promotions Event 1: Ready for “Lunar New Year Holiday Event 2: Hello Summer Event 3: Vu Lan Festival Event 4: Delicious Vietnam brand with Santa Gifts with a large number of products such as bowls, chopsticks, spoons, Promotion "buy get 1" encourages customers to buy products in large quantities Picture 7.6 Promotion forms 20 7.4.2 Advertisement Advertising strategy: Since this is a new product in the US market, there are almost no competitors to compare so the company will mainly use information advertising strategies, and raise information about products such as traditional flavors , convenient to use, and easy storage Advertising messages: With the goal of the Vietnamese community in the state of California, the content of the ads will revolve around the message "Vietnamese delicious Banh Cuon - homeland flavor" Emphasize the delicious identity of ethnic identity dishes but even if Vietnamese people remember Advertising media: Poster stickers outside Poster paste at subway pier Social posts such as Blog, Facebook, Instagram, YouTube, Video Clip Projection on TV channels, social networks Picture 7.7 Poster stickers outside 21 SECTION ACTION PLAN Timeline of marketing plan for Banh Cuon in 2022 Time Q1 Q2 Q3 Q4 Content January March April June July - Ready for Hello Summer Plans to Cost - Hang lucky money on the apricot tree in Decor - $500 Phuc Loc Tho Store Lucky money A tour to - From ¼ to ⅙, customers who have bill orders Vu Lan Festival September October - Delicious December Vietnam brand $100 will record contact Vietnam - - If the bill has a value of a total of Budget vegetarian foods over $100, the customer forecast - - Santa gave gifts to children Table 8.1 Timeline of marketing plan for Banh Cuon in 2022 22 Decor - $500 Gift - $1.000 SECTION EVALUATION, MEASUREMENT & CONTROL 9.1 RISKS R1 Language differences, weak understanding of financial contracts, cooperation between the two countries, policies on business licenses, tax barriers must also be implemented in accordance with US policies R2 Economic stagnation due to epidemics can continue Interrupting the business and staff disease Covid - 19 R.3 In the future many competitors can appear to penetrate the market R.4 Overseas preservation and production problems will make it difficult 9.2 SOLUTIONS S1 In the organizational structure of the company, a representative office should be established under the company's sales department The function of this department is to supervise and check contracts with partners in the California market through planning tasks for employees who have a deep understanding of financial contracts, business licenses in the US market S2 To overcome business status, we should perform some of the following measures: Restructuring workplace to strengthen social ways Change CA and / or CA working division to reduce exposure Allow some locations to work remotely Increase automation and new working forms Minimize contact at work (eg, only open part of the office or retail location) S3 Technical opponents analyze and rely on our company's SWOT to know the strengths that promote as well as weaknesses that remedy Moreover, we need to turn their brands into "poisonous and strange", the product itself has but the opponent does not have to create separation S4 Learn and study the preservation of frozen food from previous businesses Cooperation, sharing with factories to support product production and preservation 23 SECTION 10 LIST OF REFERENCES Các biện pháp ứng phó thời hậu COVID-19: Doanh nghiệp cần làm trở lại hoạt động[ CITATION PWC21 \l 1033 ] Trích lục từ: https://www.pwc.com/vn/vn/publications/vietnam-publications/rtw-considerations.html EPRG Framework[ CITATION Zee19 \l 1033 ] Trích lục từ: https://www.toolshero.com/marketing/eprg-framework-perlmutter/ How to Set Clear Marketing Objectives In Six Simple Steps[ CITATION Bre18 \l 1033 ] Trích lục từ: https://coschedule.com/blog/marketing-objectives Kinh tế Hoa Kỳ [ CITATION Kin21 \l 1033 ] Trích lục từ: https://vi.wikipedia.org/wiki/Kinh_t%E1%BA%BF_Hoa_K%E1%BB%B3#cite_note-95 Máy (Dây chuyền) làm bánh tự động đại [ CITATION Hai20 \l 1033 ].Trích lục từ: https://ygcfood.vn/danh-muc-tin-tuc/may-lam-banh-cuon-tu-dong-hien-dai/ Người Việt định cư nước nhiều [CITATION Viv \l 1033 ] Trích lục từ: https://vivaconsulting.vn/nguoi-viet-dinh-cu-o-nuoc-nao-nhieu-nhat/ Việt Nam đối tác nhập lớn thứ Hoa Kỳ[CITATION Ban21 \l 1033 ] Trích lục từ: https://vtv.vn/kinh-te/viet-nam-la-doi-tac-nhap-khau-lon-thu-6-cua-hoa-ky20210518193944237.html 24 APPENDIX BUDGET FORECAST Fixed costs: $15.600 Cost of hiring rent (Phuc Loc Tho store): $3000 Cost of hiring staff for Phuc Loc Tho store: person ($60/ hours) people = $60 x x 30 = $9000 Tax by weight or volume: 1kg/ 1,2Cent ⇒ 300.000kg/ $3.600 Variable cost: $1.165.732 Container transfer from Vietnam to California: $12.000/container Manufacture cost = 288,433 kg x USD/kg = $1.153.732 Other costs: (risks + fix) Marketing cost = $12.000 Fanpage advertising cost (Facebook, Ins, Tiktok) (8.000.000/month) = Logo: $50 Poster: $100 VND Design for out-side store: $350 Budget for promotional action plan • Event 1: Ready for “Lunar New Year Holiday” Decor: $500 Lucky money: $2500 • Event 2: Hello Summer A tour to Vietnam: $5.000 • Event 3: Vu Lan Festival Budget forecast: $2.000 • Event 4: Delicious Vietnam brand with Santa Decor: $500 Gift: $1.000 ⇒ Total: $1.193.332 Business/ Sales: $2.307.464 Sale of products = SOM value x variable price = 288,433 kg x USD/kg = $2.307.464 THE SALE FORECAST IN THE FIRST-FIVE YEAR 2022 2023 2024 2025 2026 ( increase 10%) ( increase 10%) ( increase 10%) ( increase 10%) Sale 2.307.464 2.538.210,4 2.792.031,44 3.071.234,584 3.378.358, 042 Cost 1.193.332 1.312.665,2 1.443.931,72 1.588.324,892 1.747.157, 381 Profit 1.114.132 1.225.545,2 1.348.099,72 1.482.909,692 1.631.200, 661 TIMELINE ACTION PLAN IN 2022 ... suppliers here, so businesses will choose reputable suppliers and choose some suppliers to avoid risks caused by a supply shortage The Marketing policy between Delicious Vietnam and Suppliers will... Technical barriers and food safety… SECTION INTERNATIONAL MARKETING GOALS & OBJECTIVES Brand name Through the identified image, logo and slogan: "Enjoy life in your own way", Delicious DeliciousViet wants... DeliciousViet has distributed a diversified cake cake but still keeps the hometown, high product quality, food safety and suitable taste with the majority of customers 2.2 SWOT Strengths: DeliciousViet