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Kế hoạch marketing đồ nội thất mây tre đan ra thị trường quốc tế của doanh nghiệp xuân lai e

Marketing Management

Kế hoạch Marketing đồ nội thất mây tre đan ra thị trường quốc
tế của Doanh nghiệp Xuân Lai
“The marketing plan of rattan and bamboo handicraft products
to the international market of Xuan Lai Enterprise”

1


Marketing Management

CONTENT
1

2

3

4


5

GENERAL INTRODUCTION..............................................................4
1.1

General overview of export market of Vietnam wood, bamboo and rattan products...4

1.2

Approaches to the international market..........................................................................5

1.3

Introduction of Xuan Lai company....................................................................................6

TARGET SEGMENT.............................................................................7
2.1

Target Segment on Group of person.................................................................................7

2.2

Target segment on Geographic:........................................................................................8

2.3

Target segment on Consuming Habits:.............................................................................8

2.4

Details analysis of Target segment....................................................................................8

2.4.1

Overseas Vietnamese:...................................................................................................8

2.4.2

USA and EU market.......................................................................................................8


2.4.3

Asian Market.................................................................................................................9

2.4.4

Detail analysis of Taiwan and Philippine market..........................................................9

CURRENT SITUATION ANALYSIS (SWOT).................................10
3.1

Strong Points....................................................................................................................10

3.2

Weak points.....................................................................................................................11

3.3

Opportunities..................................................................................................................11

3.4

Risks.................................................................................................................................12

PLAN’S TARGETS (SMART)............................................................13
4.1

Turn-over and profit target.............................................................................................13

4.2

Market share target.........................................................................................................13

4.3

Trading brand target........................................................................................................13

MARKETING MIX STRATEGY.......................................................13
5.1

Product strategy..............................................................................................................13

5.2

Pricing Strategy................................................................................................................14
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Marketing Management
5.3

6

7

Promotional Strategy......................................................................................................14

5.3.1

Advertising message...................................................................................................14

5.3.2

Pull strategy.................................................................................................................14

5.3.3

Push Strategy...............................................................................................................15

5.3.4

Distribution strategy...................................................................................................15

THE ACTION PLAN...........................................................................15
6.1

Design and deploy the products.....................................................................................15

6.2

Make a plan of recruitment and training........................................................................15

6.3

Advertisement program on internet...............................................................................15

6.4

Payment method.............................................................................................................16

6.5

Collect and build up the customer database..................................................................16

6.6

Sale support.....................................................................................................................16

6.7

Feedback receivers..........................................................................................................16

EXECUTION ASSESMENT AND SUPERVISON...........................16
7.1

Supervising the execution process.................................................................................16

7.2

Supervising the advertisement programs......................................................................16

7.3

Supervising the turn-over...............................................................................................18

8

FINANCIAL PLAN..............................................................................18

9

BACKUP PLAN....................................................................................19
9.1

SIGNALS OF FALURE.........................................................................................................19

9.2

Alternate actions & strategy...........................................................................................19

10 CONCLUSION.......................................................................................19

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Marketing Management
1

GENERAL INTRODUCTION
In Vietnamese mind, bamboo and cane are used as the symbol of the undauntedness and the

powerful vitality of Vietnamese people. It can be said that the bamboo and cane of the two most
near and dear trees of Vietnamese people. The trees create the symbolic image of rural culture
and become the plentiful material source of the production section of furniture, household wares
as well as the export of bamboo and cane products.
There are many handicraft villages of bamboo and cane, among which,

bamboo-

handicraft trade village Xuan Lai in Gia Binh District, Bac Ninh province is considered to be the
cradle of the bamboo handicrafts with bamboo handicraft village existing for hundreds years.
From the establishment, the co-operative society of bamboo and rattan handicraft export Xuan
Lai ( Xuan LaI Enterprise) has inherited the long-time tradition of handicraft production with
skilled and clever craftsmen and become the famous brand of furniture made of bamboo and
rattan in the domestic market. Continuing to diversify the products and making a detail
marketing plan so that Xuan Lai can be successful in exporting these products to the
international markets as well as regional market is necessary for Xuan lai develop sustainably
and stably, matching the orientation of Vietnam government in the integration period.
1.1

General overview of export market of Vietnam wood, bamboo and rattan products
According to the assessment of Vietnam Wood and Forest Product Association, at present,

the wooden products rank the fifth as the main exported products after crude oil, footwear,
garment and textile and fishery products with the revenue of 3.2 billion dollars in 2009. This
development has helped Vietnam overtake Indonesia and Thailand to become the second leading
country in export of wooden furniture in South East Asia. The quality of Vietnam products is
continuously improved to compete with other products of the countries in the region. However,
in the coming time, for the natural wooden products, Vietnam will have to conform to laws like
LACEY (USA) and FLEGT requiring Vietnam to submit product declaration to ensure the
validity. For exporting to EU, Vietnam has to conform to Voluntary Partnership Agreement
(VPA) and certificates of Forest Stewardship Council (FSC). They are big barriers because
Vietnam has not had integrated certificate system, and the fact that Vietnam has to import wood
having FSC certificate will increase the price, then decrease the competitiveness with foreign
Enterprises.

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Marketing Management
For the products made of bamboo and neohouzeaua, according to the survey of WWF, at
present Vietnam exported about 60 % of bamboo products into European market. As estimated,
the revenue from this market would be about 17 billion dollars in 2017, much higher than that of
7 billion dollars now (While the revenue of China is 5.5 billion dollars). The growth speed of
exported products made of bamboo and rattan has increased by about 25 %. Vietnam has been
assessed to be more advantaged country than China in term of this kind of products thanks to the
cheap labor cost. Vietnam has been also assessed to be more advantaged country than Laos and
Cambodia which are abundant in bamboo and rattan sources in term of workmanship. If Laos
and Cambodia are material sources, Vietnam is the production and export country.
However, the manufacture of exported bamboo and rattan products into hard markets faces
many challenges because the safety standards in the manufacturing process are not ensured.
Highly toxic substances like pesticide, artificial polishing substance, gluing paste, gasoline and
so on can affect user health. In addition, during the traditional manufacturing process, the
production wastes are usually discharged to the outside environment, causing environment
pollution and health problems to the laborers.
Another disadvantage is that the modest number of the Vietnamese bamboo and rattan
Enterprises (account for 2% of the total number of Vietnamese Enterprises). Most of them have
small scope (the number of employees in these Enterprises is not higher than 5000) and the
capital investment is still limited (nearly ¾ of the Enterprise number have capital investment of
less than 5 billion dongs)
1.2

Approaches to the international market
Being a furniture manufacturer of small scope, Xuan Lai selects the method of penetrating

the international market through indirect export.
The indirect export does not require the direct communication between the foreign buyer
and the Enterprise. For selling the products to the other countries, Xuan Lai will ask for the
support of an immediate organization having the function of direct export. With the
disadvantages that Xuan Lai is not accustomed to the international market, the Enterprise
decided to choose the indirect export method in the first period of penetrating into the world
market.
Xuan Lai will export indirectly through the foreign buyers. This is the way of exporting to
the foreign import companies. They have thorough knowledge on competition conditions in the
world market. When following this method, Xuan Lai should learn carefully about its foreign
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Marketing Management
partners for establishing a stable relationship with other countries’ market. The drawback of this
method is that Xuan Lai will have to depend much on the foreign partners, but Xuan Lai defined
this process to be the first step to understand and be accustomed to the world market. After
gaining some certain experiences, the Enterprise will study and develop more active approaches.
1.3

Introduction of Xuan Lai company
The co-operative society of bamboo and rattan handicraft export Xuan Lai was established

by the people committee of Gia Binh district, Bac Ninh province in February, 2004. In the first
period, Xuan Lai manufactured only some traditional products like beds, cupboards, tables,
chairs and so on; However, because of the good materials, low price, various models which are
the combination of both traditional features and modern features, the products of Xuan Lai are
favored by all consumers in domestic markets like Hanoi, Quang Ninh, Hai Duong, Dien Bien,
etc., When the Enterprise already had a stable business and was given the trust from domestic
customers, Xuan Lai has become the member of Vietnam Handicraft Exporters Association
( Viet Craft) and Wood and Forest product Association for more opportunities of doing survey on
the export market of furniture made of bamboo and rattan. At present, the Enterprise has
established 10 production units with the total area of 1,500 m 2 and the products are found in
Japan, Taiwan, South East Asia, USA, Belgium, Australia, Ukraine and so on with encouraging
success.
Product ranges
Xuan Lai is also famous for other handicraft furniture made of bamboo and cane, large- size
products such as tables, chairs, armchairs, bamboo houses, cupboards and daily used objects
such as bamboo paintings, cup pads and wooden clogs. Especially, the bamboo paintings with
shining black finish not by the painting, but by the fumigation activity are very suitable for the
Asian style. The salons, rocking chairs, book shelves, coffee tables, coat hangers and flower
vases are suitable for the American and European style.

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Marketing Management

Some images captured in production unit of Xuan Lai Enterprise

Manual production ( hand-made)
2
2.1

TARGET SEGMENT
Target Segment on Group of person
+ Vietnamese oversea
+ Foreigners (European, American) have favor on products which design by Asian

Cultural Style
+ Foreigners have favor on Europe design & made by raw material from Rattan-Bamboo
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Marketing Management
+ Foreigners has the same cultural value, custom, and habits.
2.2

Target segment on Geographic:
+ American
+ EU
+ Asia: Japan, China, Taiwan, and Philippines

2.3

Target segment on Consuming Habits:
- Customers at the ages of from 30 to 60 have life experiences and cultural taste. This group

has stable income from medium and fair level.
- Customers have high education level, national price and interest in collecting artistic
objects. They are people of open and rich soul.
2.4
2.4.1

Details analysis of Target segment
Overseas Vietnamese:
Up to 2011, there are about 4 million Vietnamese living in 110 countries and territories,

in which the number of industrial developed countries is account for 80 %. Most of Vietnamese
have stable life and well adapt to the society of the community. They have certain economic,
political and social position in the resident countries.
Each years, there are about 500,000 turns of overseas Vietnamese visiting their original
country, in which there are 300 experts, intelligentsias coming back for working purpose and
thousands of businessmen searching for investment opportunities. Up to now, the total of
investment capital from overseas Vietnamese has been 5.7 billion dollars (for 3,200 projects)
The usage of furniture made of rattan, bamboo by the hands of Vietnamese craftsmen
with Vietnamese cultural color will bring to the overseas Vietnamese the native feeling as if they
are still living in the hometown, consolidating the feeling of living in a strange country. This is a
very important market that Xuan Lai targets to.
2.4.2

USA and EU market
For customers who are not easy to please with strict requirements of designs and quality

like customers in USA and EU market, the Enterprise has recruited a professional designing team
and applied information technology to find the newest models matching the European styles. The
exported products to Europe and USA are usually salons, swings, book shelves, coffee tables,
coat hangers, flower vases and etc., they are bamboo products carefully soaked and dried with

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Marketing Management
high duration, anti-insect feature and simple but luxurious yellow-brown color, suitably used as
furniture of convalescent villas.
2.4.3

Asian Market

Asian Customers like Japan, Taiwan, China, Philippine and so on are also important
customers because these countries share some common cultural characteristics with Vietnam.
Like Vietnam, they are used to using some traditional bamboo products like bamboo tooth
pitches, bamboo chopstick and bamboo houses and so on. Xuan Lai is famous for bamboo and
cane having large size products like tables and chairs, bamboo house, cupboards and shelves,
daily used objects like bamboo paintings, cup pads, wooden clog. Especially, the artistic bamboo
fumigated paintings have the shining black without any paint.
In this market, Vietnam will have to face China, the biggest competitor with higher
technology and workmanship. However, Chinese products usually have higher and produced by
the industrial process, not by hand, so they are not unique as Xuan Lai Enterprise’s products.
2.4.4

Detail analysis of Taiwan and Philippine market.

2.4.4.1 Taiwan market
+ Taiwan has various import market, so many kinds of Vietnamese commodities like
ceramics, fruits, tea, wooden products, paper, rubber, garment and textile can be exported to
Taiwan. Export turn-over to Taiwan from Vietnam in 2010 was about 5 billion USD. Especially,
this market allows importing Enterprises to export these commodities to the third countries,
especially for the processed goods.
+ Taiwan Enterprises pay much attention to the well-prepared products from the packing to
the decorative colors. This is one of the weak points of Vietnam Enterprise.
+ In Vietnam, there are about 10.000 Vietnamese brides. Taiwan Enterprises usually visit
Vietnam for business, so the Taiwan tourist to Vietnam is increasing more and more. In addition,
Taiwan people share some characteristics in term of culture and customs with Vietnamese. This
is also the opportunity to advertise the Vietnamese product brands to Taiwan market through
overseas Chinese and overseas Vietnamese
+ Annually, Taiwan usually holds exhibition fairs for the countries to introduce products.
Vietnamese Enterprises participate into these fairs to advertise their products through VCCI
channels.

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Marketing Management
+ Taiwan people are used to buying cheap products. This is the advantage of Xuan Lai
Enterprise when compete Chinese and countries of abundant material sources like Laos and
Cambodia.
+ Although the areas covered by forest in Taiwan is about 60 % of the total areas, the strict
regulations of forest and environment protection and high labor cost are the limits of producing
wooden products. Therefore, Taiwan market gives many opportunities for the importers of cheap
wooden and bamboo and rattan products from Vietnam and other countries (about 550,000 m 3)
2.4.4.2 Philippine Market
+Philippine is a country with the population of about 90 million people, GDP is about 5,000
USD/ capita/ year, relatively higher than other countries in South East Asia.
+ Philippines is a archipelago with tourist potential and a big market for the production
section of high-class furniture production (for tourism and convalescent area)
+ However, because Vietnam is a country of multi ethnics and influences of American
culture, the penetration into Philippines is not simple. In the near future, Philippines is not the
focused market of Xuan Lai.
3

CURRENT SITUATION ANALYSIS (SWOT)

3.1

Strong Points


Products:
o Rattan and bamboo products are usually of refined designs, expressing the
cultural characteristics deeply.
o The furniture and decorative objects from bamboo and rattan are designed with
the stable combination of forms, long-lasting beautiful colors and the convenient
usage of the products.
o High expertise on Hand made: Xuan Lai village has been famous in the regional
areas for the cultural products like armchairs, beds made of fumigated bamboo
and cane. For creating particular impression on each product, Xuan Lai craftsmen
has been very creative when decorating the furniture by the Chinese words Dual
Happiness (marriage); couple of doves or some flowers by the sophisticated
bamboo skin crape technology. Especially, in some recent year, Xuan Lai has

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Marketing Management
created a new mark on the Dong Ho painting by painting on the bamboo and cane
layer using the unique fumigation art.


Pricing:
o Prices are much lower than those of other kinds of furniture.
o The labor cost is low , the laborers are agile, flexible, industrious, creative and
proactive in working.

3.2

Weak points


Products:
o The furniture made of rattan and bamboo is easy to be attached by termite and
worm, so the storage should be paid attention. The display area should not be wet
and humid.
o The process of drying, pressing, storing products of Xuan Lai is still conducted by
hand, leading to the low usage value, uneven duration. Many products were
turned because of damage during the sea transportation. This is one of the causes
for the Xuan Lai’s reputation loss, requiring much thought of the Enterprise
managers.



History promotional activities
o There are not enough marketing activities, the market analysis is still limited, not
understanding the model trend, especially in the EU and USA market.
o Customers know Xuan Lai mainly through “oral culture”/”worth of mouth”, the
Enterprise has not implemented the professional marketing programs yet.



Production capacities:
o Xuan Lai is a small Enterprise ( less than 100 laborers), so it is a big challenge if
Xuan Lan wishes to penetrate into the world market or take the order of large
value. The laborers mostly work seasonally.
o The laborer’s workmanship is still limited. The Enterprise has not organized
professional and methodical training courses. The training was mostly
implemented by practicing.
o The capital investment is still limited, so the capital turn-over ability is not strong,
leading to failure if taking large orders.
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Marketing Management
3.3

Opportunities


Consuming habits:
o The domestic and Asian customers like to use products of highly ethnic
characteristics like bamboo house, armchairs, bamboo tables and some daily used
objects like Broad flat drying baskets; baskets; wooden clogs, hats and so on to
decorate the living rooms or bed rooms.
o Customers in EU and USA like modern designs like beds of western style, salons,
swings, book shelves, coffee tables, cupboards and small-size products like cup
pads, clothes hangers, flower vases and bamboo paintings.
o Thanks to the good-quality materials, prices, diversified models of the
combination between traditional features to the charming, modern features,
matching the taste of all consumer groups.



Legal environment:
o Vietnam always create favorable conditions for the development of handicrafts
section,
o Not forced to conform to the laws and certificate system in USA and EU like
natural wooden furniture.

3.4

Risks


In addition to more advanced technology, there is a trend that people prefer other
furniture made of leather, pressed wood, industrial wood and iron. This risk has created
full of hardship for the business of Xuan Lai. The business of village has ever been
degraded, nearly completely erased under the pressure of the commercial economy.



The bamboo and rattan furniture have never been considered to be high-class furniture, so
the Enterprise rarely received high-value orders.



There is a lack of high-level management and artistic value verification in foreign
markets.



The competitive products in ASIA like products in China, Laos and Thailand also bear
the particular styles, appearances and aesthetic value.



In Taiwan market, the strong competitors from China are also causing difficulties because
of the habit of purchasing local products of Chinese people.
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Marketing Management


The material source, bamboo forests are on the verge of being exhausted, pushing
thousands of people to the unemployment, simultaneously affecting greatly to the export
turn-over of the related country.



The rattan industry in the Indochina region is facing the problem of decreasing the
domestic rattan sources because of the unsustainable harvesting process.



The material sources are bamboo forest which is going to be exhausted, pushing
thousands of employees to the risk of unemployment, at the same time affecting greatly
the export revenue of the related country.



The rattan industry in the Indochina region is facing the problem of decreasing the
domestic rattan sources because of the unsustainable harvesting process.

4

PLAN’S TARGETS (SMART)

4.1 Turn-over and profit target
In the short term, or in the period of 2011, 2012, the company will focus on indirect export
to the foreign buyers (importing companies) in Philippine and Taiwan, two Asian markets having
the similar taste with Vietnam people toward the products. The estimated growth rate in two
years as followed:
+ In 2011:The turn-over will increase by 30% ( the profit target is not focused in this year
because it is the period of finding market and distributors in the foreign countries)
+ In 2012: The turn-over will increase by 50%, the profit will increase by 30% compared
with that of 2011.
4.2 Market share target
-

Domestic market shares: Increase to get 15% at 2015

-

International market shares: get 1% at 2015

4.3 Trading brand target
The trading brand of Xuan Lai is recognized in the Taiwan and Philippine market. The
images of Xuan Lan furniture products create the comfort for the user with the slogan “ Xuan
Lai- your own comfort”. One notice when translating this slogan into local languages is that
English is used in Philippine and Chinese is used in Taiwan; in addition, the translation should be
paid attention carefully to avoid the misunderstanding and counter-effects under the shade of
culture.

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Marketing Management
5

MARKETING MIX STRATEGY

5.1

Product strategy
i. Product description:
- Xuan Lai furniture products are various in types, diversified in models; promoting the

creativeness of the production units. They are studied for design according to the ideas of
customers who want to have their own unique products. These product mainly are:
Bamboo house, armchair, tables, chairs, bed pads, etc.,.
Bed of western style, salons, swings; book shelves, coffee table and cupboard, etc.,
Traditional painting on bamboo and cane layer.
Cup pads, coat hangers, flower vase, cup trays.
ii. Description of the product differences
- All of the products are made of natural materials like rattan, bamboo, Neohouzeaua and
so on, so they are environmental friendly (favored by the European people)
- All of the products are made manually by the clever, industrious and meticulous hands.
5.2 Pricing Strategy
-

The products like bamboo house, armchairs, tables, chairs, bed pads, bed of Western
style, salons, swings, book shelves, coffee tables, cup boards are sold with affordable
for the people of medium income in the society.

-

The prices are not higher than that of similar products in import market after production
cost, export cost, discount for the distributors and so on.

5.3 Promotional Strategy
5.3.1

Advertising message
Slogan:

“Xuan Lai- your own comfort”

Bring to the customers the feeling of reliability and comfort when deciding to buy the
products.
5.3.2

Pull strategy
Generate the demands for the consumers by the advertisement programs.
- Advertise on internet through the Enterprise’s website with impressive, cultural and

meaningful design. The website should transfer enough information which the customers need
like the information of types, models, quantity, basic parameters of the products, features and
utility.
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Marketing Management
- Advertise on Google Adwords and Facebook CPC/CPM
- Write PR articles on some electronic newspaper
- Advertise through social networks
- Use facebook to transfer information, advertisement through network friends
- Advertise on Website, special magazines of tourism and aviation agents.
- Post the information of Xuan Lai Enterprise on the official website of VCCI, the
Vietnam Wood and Forest products Association, Vietnam Handicraft Exporters Association,
Vietnam tourism general office.
5.3.3

Push Strategy
- Build the discount mechanism for the distribution agents in the world based on the prices

listed on the catalogues.
- Build sets of catalogues written in English so that the distributors can introduce to the
customers.
5.3.4

Distribution strategy
Selling through the distribution agent system in foreign country is very important. By

advertising the products at international fairs, Xuan Lai hope to find the distributors of the largest
furniture brands in the world. The canvass and distribution will follow these following steps:
1.

In the first stage, Xuan Lai will send catalogs to the furniture companies to ask for
contributing recommendations.

2.

When already getting feedbacks and suggestions, Xuan Lai will pack some sample
products and invite partners to Vietnam to visit the production line and shops in Vietnam

3.

If agreed by the customers, Xuan Lai will send some sample products to be displayed at the
show rooms of the foreign partners.

4.

When receiving orders from partners, Xuan Lai will produce according to the customer’s
requirement. The payment will be made by L/C

6

THE ACTION PLAN

6.1 Design and deploy the products
New types of products are encouraged to be made, combined with the existing traditional
products of the co-operative to diversify the products range.

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Marketing Management
6.2 Make a plan of recruitment and training
Establish a team with the function of designing software, advertising, online selling and
prompt delivery.
6.3 Advertisement program on internet
Internet is used as the focused information channel of the online shop. This is one
of the tools helping Xuan Lai’s products approach the domestic market and the
international market. For building an online shop, Xuan Lai has to ask the support from
experts on information technology and trade mark establishment in doing survey on the
product situation, the Enterprise ability, business cultural value and business philosophy
and the technical requirement to the website
6.4 Payment method
Mainly by L/C
6.5 Collect and build up the customer database
For regular contact and keeping the familiar customers who would buy the products
frequently.
6.6 Sale support
- Freely handing the updated catalogs to the retailers
- Reducing prices for the large-value contracts
- Having discount and bonus mechanism for the immediate and distributors.
6.7 Feedback receivers
Receiving feedbacks from customers, ensuring the warranty and making good the random
defects of the products.
7

EXECUTION ASSESMENT AND SUPERVISON

7.1 Supervising the execution process
- Checking the execution process: 1 time/ week and when problem arises
+ Giving solutions when having problems
7.2 Supervising the advertisement programs
- Idea approval: The images and messages always highlight the strengths of the products
and focus on the core value of products “ Xuan Lai rattan and bamboo”
- Content approval
- Advertisement duration, place and website approval
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Marketing Management
In which, the advertisement cost
- Defining the advertisement cost above the turn-over for the product ranges ( total cost for each
product range devises by the turn-over in dollars got from the product range or the selling staffs
or the selling regions x100)
- Defining the rate of advertisement cost of each product range above the total advertisement cost
(advertisement cost of each product range devises by the total advertisement cost x 100)
By filling in the table no.1 below, we can
a. Analyze the total advertisement cost compared with the turn-over and profit.
b. Compare the execution of each product sale in each region or each market or each
division.
c. Compare the execution of each communication means
Total

Product A

Product B

150,000

30,000

50,000

40,000

30,000

Printing

9,000

1,500

3,000

2,500

2,000

Radio

1,000

500

800

500

800

Television

5,000

1,000

1,500

1,500

1,000

Fair

4,000

600

1,400

1,200

800

PR

2,000

500

500

500

500

Online

4,500

500

1,500

1,500

500

Total cost

$ 27,900

$ 6,800

The rate between

19%

23%

Net turn-over

Product C

Product E

Advertisement cost

advertisement
cost and turn-over

Net profit
The rate between

$ 37,000

$10,500

75%

65%

the advertisement cost and profit
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Marketing Management

Number of new customers

2,000

150

The advertisement cost for getting a new customer ( the advertisement cost devises by the
number of new customers)
Printing

$4.5

$10

Radio

$0.5

$3.3

Television

$2.5

$13.3

Fairs

$2

$4

PR

$1

$3.3

The cost for

$14

$45

getting a new customer
Advertisement cost for 2011- 2012
- The above data express the cost of getting a new customer by using each mass media
device supposing that the number of new customers is the same for every means. However, in
reality, it is not necessary to be the same. For more exact calculation of the advertisement cost to
get a new customer, a tracking system with advertisement tracking codes, stamps or tracking on
the website the customers can access or refer when purchasing. In addition, at the purchasing
time, ask customers which advertisement they have known (or by the survey sheets filled in at
the purchasing time)

7.3 Supervising the turn-over
- Turn-over from direct or indirect channels
- Turn-over from the report: daily report, weekly report, monthly report, quarterly report
and annual report.
8

FINANCIAL PLAN

Target turn-over: USD
i.

Planned turn-over in the first 6 months of 2011

Unit: USD
Region/ or
product ranges
Product group A,

January Februar March
30.000

y
40.000

60.000

April
50.000

May
65.000

June
70.000

B
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Marketing Management
Product group C,

50.000

50.000

65.000

70.000

70.000

80.000

E
Total

80.000

90.000

125.000

130.000

135.000

150.000

5th

6th

ii.

Planned turn-over in the period 2011 – 2012

Unit: USD
Region/ or

1st

2nd

3rd

product ranges
Product group A,

4th

quarter
250.000

quarter
260.000

quarter
270.000

quarter
280.000

quarter
290.000

quarter
300.000

Product group C,

180.000

190.000

200.000

210.000

220.000

230.000

E
Total

430.000

450.000

470.000

490.000

510.000

530.000

B

9

BACKUP PLAN

9.1 SIGNALS OF FALURE


The trade mark recognizing rate is not as expectation according to survey on customer
ideas.



The advertisement messages do not transfer the different characteristics of the products
according to the survey on customer ideas.



The turn-over does not increase as expectation according to the reports.



The turn-over is not as expectation according to the turn-over reports.

9.2 Alternate actions & strategy


Product adjustment



Price adjustment



Advertisement content and image adjustment



Distribution channel and selling place adjustment



Discount mechanism



Increase or decrease of the number of selling points



Training and adjustment of selling staffs.

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Marketing Management
10 CONCLUSION
Marketing plays an important role, contributing to the target of increasing the turnover for the production and trading of the Enterprise. The implementation of the marketing
plan to the international market is the right direction of Xuan Lai Enterprise (especially the
markets of the region including Taiwan). The direction surely leads to the success and
effectiveness to the company; confirming the trade brands of the company and
contributing the promotion of the rattan and bamboo products of Vietnam to the world.

20



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