Suggestion of two potential market segments for Viet Fashion Corporation (MArketing Strategy Assigment for MBA students)

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MASTER OF BUSINESS ADMINISTRATION
INTERNATIONAL PROGRAM
ASSIGNMENT
MARKETING STRATEGY
Submitted to: Assoc. Prof. Dr. Nguyen Xuan Minh
Submitted by: Huynh Thi My Dieu
ID No.: CGSVN00014998
Class: MBAOUM0313 – K08A
Ho Chi Minh City, March 2014
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MASTER OF BUSINESS ADMINISTRATION
INTERNATIONAL PROGRAM
ASSIGNMENT
MARKETING STRATEGY
Submitted to: Assoc. Prof. Dr. Nguyen Xuan Minh
Submitted by: Huynh Thi My Dieu
ID No.: CGSVN00014998
Class: MBAOUM0313 – K08A
Ho Chi Minh City, March 2014
1 | P a g e
MASTER OF BUSINESS ADMINISTRATION
INTERNATIONAL PROGRAM
ASSIGNMENT
MARKETING STRATEGY
Submitted to: Assoc. Prof. Dr. Nguyen Xuan Minh
Submitted by: Huynh Thi My Dieu
ID No.: CGSVN00014998
Class: MBAOUM0313 – K08A
Ho Chi Minh City, March 2014
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Acknowledgements
A completed report would not be done without any assistance. First of all, I would
like to express my endless thanks to lecturer Assoc. Prof. Dr. Nguyen Xuan Minh.
His kindly support and continuous advices went through the process of comp letion of
my report. Without his motivation and instructions, the report could not be done
effectively.
My special thanks approve to my parents for their endless love, care and have most
assistances and motivation me. I also would like to explain my thanks to my siblings,
brothers and sister for their support and care me all the time.
As last, my deeply thanks come to all colleagues. Their kindly help, care, motivation
gave me strength and lift me up all the trouble for the rest of my life.
With kindest regards,
Huynh Thi My Dieu
2 | P a g e
Acknowledgements
A completed report would not be done without any assistance. First of all, I would
like to express my endless thanks to lecturer Assoc. Prof. Dr. Nguyen Xuan Minh.
His kindly support and continuous advices went through the process of comp letion of
my report. Without his motivation and instructions, the report could not be done
effectively.
My special thanks approve to my parents for their endless love, care and have most
assistances and motivation me. I also would like to explain my thanks to my siblings,
brothers and sister for their support and care me all the time.
As last, my deeply thanks come to all colleagues. Their kindly help, care, motivation
gave me strength and lift me up all the trouble for the rest of my life.
With kindest regards,
Huynh Thi My Dieu
2 | P a g e
Acknowledgements
A completed report would not be done without any assistance. First of all, I would

like to express my endless thanks to lecturer Assoc. Prof. Dr. Nguyen Xuan Minh.
His kindly support and continuous advices went through the process of comp letion of
my report. Without his motivation and instructions, the report could not be done
effectively.
My special thanks approve to my parents for their endless love, care and have most
assistances and motivation me. I also would like to explain my thanks to my siblings,
brothers and sister for their support and care me all the time.
As last, my deeply thanks come to all colleagues. Their kindly help, care, motivation
gave me strength and lift me up all the trouble for the rest of my life.
With kindest regards,
Huynh Thi My Dieu
3 | P a g e
Table of Contents
Part 1: Introduction 5
Part 2: Suggestion of two potential market segments for VFC 8
2.1. Basement for suggestion 7
2.2. Suggestion of two potential market segments 9
2.2.1. Office dress 9
2.2.2. Pregnant 11
Part 3: Marketing mix for the two segments 13
Part 4: Conclusion and recommendation 17
References 19
List of Tables
Table 1.1: Number of VFC’s outlets 6
Table 2.1: SWOT analysis for VFC 9
Table 2.2: Lists of some competitors in terms of price, competitive advantages and
targeted market 9
List of Charts
Chart 1.1: VFC’ Distribution network 6
Chart 2.1: VFC’s revenue from 2007 – 2013 periods 8

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Table of Contents
Part 1: Introduction 5
Part 2: Suggestion of two potential market segments for VFC 8
2.1. Basement for suggestion 7
2.2. Suggestion of two potential market segments 9
2.2.1. Office dress 9
2.2.2. Pregnant 11
Part 3: Marketing mix for the two segments 13
Part 4: Conclusion and recommendation 17
References 19
List of Tables
Table 1.1: Number of VFC’s outlets 6
Table 2.1: SWOT analysis for VFC 9
Table 2.2: Lists of some competitors in terms of price, competitive advantages and
targeted market 9
List of Charts
Chart 1.1: VFC’ Distribution network 6
Chart 2.1: VFC’s revenue from 2007 – 2013 periods 8
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Table of Contents
Part 1: Introduction 5
Part 2: Suggestion of two potential market segments for VFC 8
2.1. Basement for suggestion 7
2.2. Suggestion of two potential market segments 9
2.2.1. Office dress 9
2.2.2. Pregnant 11
Part 3: Marketing mix for the two segments 13
Part 4: Conclusion and recommendation 17
References 19

List of Tables
Table 1.1: Number of VFC’s outlets 6
Table 2.1: SWOT analysis for VFC 9
Table 2.2: Lists of some competitors in terms of price, competitive advantages and
targeted market 9
List of Charts
Chart 1.1: VFC’ Distribution network 6
Chart 2.1: VFC’s revenue from 2007 – 2013 periods 8
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SUGGESTION OF
TWO POTENTIAL MARKET SEGMENTS FOR
VIET FASHION CORPORATION (VFC)
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SUGGESTION OF
TWO POTENTIAL MARKET SEGMENTS FOR
VIET FASHION CORPORATION (VFC)
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SUGGESTION OF
TWO POTENTIAL MARKET SEGMENTS FOR
VIET FASHION CORPORATION (VFC)
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Part I: Introduction
Over the past years, Vietnam’s textile and garment sector has experienced fast and
sustainable growth, playing an important role in national socio-economic development.
Currently, Vietnam is the world's No. 4 in terms of garment exports, is poised to overtake
Bangladesh in due time. Garment exports reached a volume of 14.1 billion US dollars in
2012, an increase of close to 10% compared to 2011, and the sector is a vital one for Vietnam
(together with food processing, cigarette and tobacco, chemicals and electrical goods),
employing around 1.5 million workers (Fashionunited.co.uk, 2013). In recent years, being
one of the key export sectors of Vietnam, textile and garment sector has always achieved

growth rate of above 17%. The country now ranks second in clothing exports to the US
market with a growth rate of 8.5% while still retaining sustainable growth in the Republic of
Korea and Japan (Apparel Sourcing Vietnam, 2012). Some of the well-known apparel brands
have established their own retail stores in major business districts and department stores, not
just in HCMC and Hanoi but also in other major cities national wide and foreign countries as
well. In this report, the author would like to focus on Viet Fashion Corporation (VFC) and
suggest two new market segments for this company to expand its business in 2014 and
onwards.
VFC was established in 1998 by Mr. Nguyen Huu Phung - one of the pioneers in fashion
industry with over 30 years experience in apparel fashion in local market, with the mission of
“Building the first casual wear fashion brand for the young Vietnamese” (VFC’s
portfolio, 2010). VFC specializes in designing, manufacturing and marketing/distributing
apparel fashion under three brands which are Ninomaxx (Casual Active), N&M (Smart
casual & Hi-end Casual clean) and Maxxstyle (Casual Clean). Currently, VFC is the leading
retail fashion company in Vietnam with the distribution network of 216 retail stores
nationwide and 5 stores in America, Cambodia and Australia. In 2007, VFC was listed as the
leading local market and the strongest brand in Vietnam by Vietnam Textile and Apparel
Association (VITAS).
At from the beginning, VFC has focused on targeted customers is young people age from
15 – 45 in urban area (occupy of 14% of total national population). In term of its targeted
5 | P a g e
Part I: Introduction
Over the past years, Vietnam’s textile and garment sector has experienced fast and
sustainable growth, playing an important role in national socio-economic development.
Currently, Vietnam is the world's No. 4 in terms of garment exports, is poised to overtake
Bangladesh in due time. Garment exports reached a volume of 14.1 billion US dollars in
2012, an increase of close to 10% compared to 2011, and the sector is a vital one for Vietnam
(together with food processing, cigarette and tobacco, chemicals and electrical goods),
employing around 1.5 million workers (Fashionunited.co.uk, 2013). In recent years, being
one of the key export sectors of Vietnam, textile and garment sector has always achieved

growth rate of above 17%. The country now ranks second in clothing exports to the US
market with a growth rate of 8.5% while still retaining sustainable growth in the Republic of
Korea and Japan (Apparel Sourcing Vietnam, 2012). Some of the well-known apparel brands
have established their own retail stores in major business districts and department stores, not
just in HCMC and Hanoi but also in other major cities national wide and foreign countries as
well. In this report, the author would like to focus on Viet Fashion Corporation (VFC) and
suggest two new market segments for this company to expand its business in 2014 and
onwards.
VFC was established in 1998 by Mr. Nguyen Huu Phung - one of the pioneers in fashion
industry with over 30 years experience in apparel fashion in local market, with the mission of
“Building the first casual wear fashion brand for the young Vietnamese” (VFC’s
portfolio, 2010). VFC specializes in designing, manufacturing and marketing/distributing
apparel fashion under three brands which are Ninomaxx (Casual Active), N&M (Smart
casual & Hi-end Casual clean) and Maxxstyle (Casual Clean). Currently, VFC is the leading
retail fashion company in Vietnam with the distribution network of 216 retail stores
nationwide and 5 stores in America, Cambodia and Australia. In 2007, VFC was listed as the
leading local market and the strongest brand in Vietnam by Vietnam Textile and Apparel
Association (VITAS).
At from the beginning, VFC has focused on targeted customers is young people age from
15 – 45 in urban area (occupy of 14% of total national population). In term of its targeted
5 | P a g e
Part I: Introduction
Over the past years, Vietnam’s textile and garment sector has experienced fast and
sustainable growth, playing an important role in national socio-economic development.
Currently, Vietnam is the world's No. 4 in terms of garment exports, is poised to overtake
Bangladesh in due time. Garment exports reached a volume of 14.1 billion US dollars in
2012, an increase of close to 10% compared to 2011, and the sector is a vital one for Vietnam
(together with food processing, cigarette and tobacco, chemicals and electrical goods),
employing around 1.5 million workers (Fashionunited.co.uk, 2013). In recent years, being
one of the key export sectors of Vietnam, textile and garment sector has always achieved

growth rate of above 17%. The country now ranks second in clothing exports to the US
market with a growth rate of 8.5% while still retaining sustainable growth in the Republic of
Korea and Japan (Apparel Sourcing Vietnam, 2012). Some of the well-known apparel brands
have established their own retail stores in major business districts and department stores, not
just in HCMC and Hanoi but also in other major cities national wide and foreign countries as
well. In this report, the author would like to focus on Viet Fashion Corporation (VFC) and
suggest two new market segments for this company to expand its business in 2014 and
onwards.
VFC was established in 1998 by Mr. Nguyen Huu Phung - one of the pioneers in fashion
industry with over 30 years experience in apparel fashion in local market, with the mission of
“Building the first casual wear fashion brand for the young Vietnamese” (VFC’s
portfolio, 2010). VFC specializes in designing, manufacturing and marketing/distributing
apparel fashion under three brands which are Ninomaxx (Casual Active), N&M (Smart
casual & Hi-end Casual clean) and Maxxstyle (Casual Clean). Currently, VFC is the leading
retail fashion company in Vietnam with the distribution network of 216 retail stores
nationwide and 5 stores in America, Cambodia and Australia. In 2007, VFC was listed as the
leading local market and the strongest brand in Vietnam by Vietnam Textile and Apparel
Association (VITAS).
At from the beginning, VFC has focused on targeted customers is young people age from
15 – 45 in urban area (occupy of 14% of total national population). In term of its targeted
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market, VFC focus on middle – class with average income level. This segment is occupied
60% of total fashion market whereas Ninomaxx account for 22% of casual in Vietnam. 97%
VFC’s products serve for local market, remaining 3% for exporting to foreign market such as
Cambodia and Australia (Company Data, 2013). Its products are distributed through their
own retail stores, franchised retail stores, retail agents and exported to several foreign
markets, for examples: Thailand, Philippines, and South Africa, etc. (Chart 1.1.)
[Source: Company’s Data, 2013]
Chart 1.1: VFC’ Distribution network
 Three main fashion brands of VFC:

- Ninomax: came to life in 1998 with a mission
of “building the first casual wear fashion
brand for the young Vietnamese”. VFC is
gradually widely known locally and on its way to reach out to international.
- N&M: was born in late 2008 with the thematic concept “Work and Play”, co-existing
with VFC. N&M brings about the most suitable outfits for the Vietnamese fashion
enthusiasts for workplace or non-workplace, to build
the image of elegant, young and alluring to those
who are dressed in. N&M constantly releases new
designs with an average of 80 designs per month.
VFC's Distribution Network
Vietnam
Singapore
Indonesia
Number of VFC’s outlets:
Country
Total
Vietnam
216
Singapore
2
Cambodia
2
Indonesia
1
Philippine
2
Malaysia
1
America

2
South Africa
1
Dubai
1
Total
228
Table 1.1: Number of VFC’s outlets
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market, VFC focus on middle – class with average income level. This segment is occupied
60% of total fashion market whereas Ninomaxx account for 22% of casual in Vietnam. 97%
VFC’s products serve for local market, remaining 3% for exporting to foreign market such as
Cambodia and Australia (Company Data, 2013). Its products are distributed through their
own retail stores, franchised retail stores, retail agents and exported to several foreign
markets, for examples: Thailand, Philippines, and South Africa, etc. (Chart 1.1.)
[Source: Company’s Data, 2013]
Chart 1.1: VFC’ Distribution network
 Three main fashion brands of VFC:
- Ninomax: came to life in 1998 with a mission
of “building the first casual wear fashion
brand for the young Vietnamese”. VFC is
gradually widely known locally and on its way to reach out to international.
- N&M: was born in late 2008 with the thematic concept “Work and Play”, co-existing
with VFC. N&M brings about the most suitable outfits for the Vietnamese fashion
enthusiasts for workplace or non-workplace, to build
the image of elegant, young and alluring to those
who are dressed in. N&M constantly releases new
designs with an average of 80 designs per month.
VFC's Distribution Network
Cambodia

America
Philippine
Thailand
Malaysia
Dubai
Number of VFC’s outlets:
Country
Total
Vietnam
216
Singapore
2
Cambodia
2
Indonesia
1
Philippine
2
Malaysia
1
America
2
South Africa
1
Dubai
1
Total
228
Table 1.1: Number of VFC’s outlets
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market, VFC focus on middle – class with average income level. This segment is occupied
60% of total fashion market whereas Ninomaxx account for 22% of casual in Vietnam. 97%
VFC’s products serve for local market, remaining 3% for exporting to foreign market such as
Cambodia and Australia (Company Data, 2013). Its products are distributed through their
own retail stores, franchised retail stores, retail agents and exported to several foreign
markets, for examples: Thailand, Philippines, and South Africa, etc. (Chart 1.1.)
[Source: Company’s Data, 2013]
Chart 1.1: VFC’ Distribution network
 Three main fashion brands of VFC:
- Ninomax: came to life in 1998 with a mission
of “building the first casual wear fashion
brand for the young Vietnamese”. VFC is
gradually widely known locally and on its way to reach out to international.
- N&M: was born in late 2008 with the thematic concept “Work and Play”, co-existing
with VFC. N&M brings about the most suitable outfits for the Vietnamese fashion
enthusiasts for workplace or non-workplace, to build
the image of elegant, young and alluring to those
who are dressed in. N&M constantly releases new
designs with an average of 80 designs per month.
Number of VFC’s outlets:
Country
Total
Vietnam
216
Singapore
2
Cambodia
2
Indonesia
1

Philippine
2
Malaysia
1
America
2
South Africa
1
Dubai
1
Total
228
Table 1.1: Number of VFC’s outlets
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- Maxxstyle: was born in 2009 as the third
brand by VFC after N&M and Ninomaxx.
Maxx Style is significantly different from all
other brands since its designs are specialized
for the young, want-to-be-young, young -
obsessed target audiences, who always express themselves via their simple but unusual
designed with bizarre colors dressing style.
VFC uses various kinds of materials such as
Jeans, Kaki, Cotton, Linen, Wool, etc. and its
design styles are casual-wear, elegant and active. It
has average price from 110.000 VND to 300.000
VND with products-line range from coat, shirt, T-
shirt, Jeans, Kaki trouser, shorts for active men and
women enclosed with accessories such as belt, hat
and handbag, etc. Since VFC has been success in
this target market, it is facing with such big

competitors like Blue Exchange, Viet Thy, FOCI,
PT2000, John Herry, Sea Collection. Other
competitors come from same industry like Viettien,
Nha Be, Nguyen Long, NEM, Senti, An Phuoc, Oxy
etc. and from foreign country such China, especially from Korea.
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- Maxxstyle: was born in 2009 as the third
brand by VFC after N&M and Ninomaxx.
Maxx Style is significantly different from all
other brands since its designs are specialized
for the young, want-to-be-young, young -
obsessed target audiences, who always express themselves via their simple but unusual
designed with bizarre colors dressing style.
VFC uses various kinds of materials such as
Jeans, Kaki, Cotton, Linen, Wool, etc. and its
design styles are casual-wear, elegant and active. It
has average price from 110.000 VND to 300.000
VND with products-line range from coat, shirt, T-
shirt, Jeans, Kaki trouser, shorts for active men and
women enclosed with accessories such as belt, hat
and handbag, etc. Since VFC has been success in
this target market, it is facing with such big
competitors like Blue Exchange, Viet Thy, FOCI,
PT2000, John Herry, Sea Collection. Other
competitors come from same industry like Viettien,
Nha Be, Nguyen Long, NEM, Senti, An Phuoc, Oxy
etc. and from foreign country such China, especially from Korea.
7 | P a g e
- Maxxstyle: was born in 2009 as the third
brand by VFC after N&M and Ninomaxx.

Maxx Style is significantly different from all
other brands since its designs are specialized
for the young, want-to-be-young, young -
obsessed target audiences, who always express themselves via their simple but unusual
designed with bizarre colors dressing style.
VFC uses various kinds of materials such as
Jeans, Kaki, Cotton, Linen, Wool, etc. and its
design styles are casual-wear, elegant and active. It
has average price from 110.000 VND to 300.000
VND with products-line range from coat, shirt, T-
shirt, Jeans, Kaki trouser, shorts for active men and
women enclosed with accessories such as belt, hat
and handbag, etc. Since VFC has been success in
this target market, it is facing with such big
competitors like Blue Exchange, Viet Thy, FOCI,
PT2000, John Herry, Sea Collection. Other
competitors come from same industry like Viettien,
Nha Be, Nguyen Long, NEM, Senti, An Phuoc, Oxy
etc. and from foreign country such China, especially from Korea.
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Part 2: Suggestion of two potential market segments for VFC
2.1. Basement for suggestion:
VFC has enjoyed rather good years with continuous increase in both sales and profits. As
of August 2010, VFC has the largest retail stores network with 119 stores across the nation,
among those 67 stores are of Ninomaxx brand. Total assets doubled from $14 to $31 million
in just three years between 2007 and 2010 while in the same period, compound annual
growth rate was 57.2% (VFC’s Portfolio, 2010). The company has focused on one market
segment only of casual-wear for active young people as it believes that step-by-step
development will guarantee the sustainable success in the strongly fierce competitive markets
in Hochiminh City and other provinces. And it has been done effectively.

[Source: Company Data]
Chart 2.1: VFC’s revenue from 2007 – 2013 periods
However, in a very competitive environment of fashion sector, VFC need to adapt the
trend of unstable changing in consumer’s behavior to be more successful. Furthermore, VFC
may take the advantages of its strength and external opportunities by doing SWOT analysis
to have evidences of doing such new segmentation for its expanding business plan.
2007
Revenue
131
0
100
200
300
400
500
600
Million Dong
VFC's Revenue from 2007 - 2013 periods
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Part 2: Suggestion of two potential market segments for VFC
2.1. Basement for suggestion:
VFC has enjoyed rather good years with continuous increase in both sales and profits. As
of August 2010, VFC has the largest retail stores network with 119 stores across the nation,
among those 67 stores are of Ninomaxx brand. Total assets doubled from $14 to $31 million
in just three years between 2007 and 2010 while in the same period, compound annual
growth rate was 57.2% (VFC’s Portfolio, 2010). The company has focused on one market
segment only of casual-wear for active young people as it believes that step-by-step
development will guarantee the sustainable success in the strongly fierce competitive markets
in Hochiminh City and other provinces. And it has been done effectively.
[Source: Company Data]

Chart 2.1: VFC’s revenue from 2007 – 2013 periods
However, in a very competitive environment of fashion sector, VFC need to adapt the
trend of unstable changing in consumer’s behavior to be more successful. Furthermore, VFC
may take the advantages of its strength and external opportunities by doing SWOT analysis
to have evidences of doing such new segmentation for its expanding business plan.
2007
2008
2009
2010
2011
2012
131
195
215
310
420
431
VFC's Revenue from 2007 - 2013 periods
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Part 2: Suggestion of two potential market segments for VFC
2.1. Basement for suggestion:
VFC has enjoyed rather good years with continuous increase in both sales and profits. As
of August 2010, VFC has the largest retail stores network with 119 stores across the nation,
among those 67 stores are of Ninomaxx brand. Total assets doubled from $14 to $31 million
in just three years between 2007 and 2010 while in the same period, compound annual
growth rate was 57.2% (VFC’s Portfolio, 2010). The company has focused on one market
segment only of casual-wear for active young people as it believes that step-by-step
development will guarantee the sustainable success in the strongly fierce competitive markets
in Hochiminh City and other provinces. And it has been done effectively.
[Source: Company Data]

Chart 2.1: VFC’s revenue from 2007 – 2013 periods
However, in a very competitive environment of fashion sector, VFC need to adapt the
trend of unstable changing in consumer’s behavior to be more successful. Furthermore, VFC
may take the advantages of its strength and external opportunities by doing SWOT analysis
to have evidences of doing such new segmentation for its expanding business plan.
2012
2013
519
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Strengths
- S1: Strong brand-name
- S2: Wide distribution network
- S3: Effective marketing
- S4: Creative design
Weaknesses
- W1: Limited financial capacity
- W2: Less quality of products
- W3: High price compare to other
competitors with same targeted market
Opportunities
- O1: Strongly growth of Vietnam’s
economy.
- O2: Government’s policies encourage and
create good conditions for garment sector.
- O3: Vietnam has jointed WTO, take
advantage of connecting and expanding
business environment.
- O4: Increasing in demand of fashion
Threats
- T1: High and various competitors,

entering of many foreign companies,
especially from China and Korea.
- T2: Citizens have the habits of
consuming foreign products.
- T3: Fasting growth of China’s garment
industry
- T4: Technology and skills of garment
sector in host country are left behind
others.
Table 2.1: SWOT analysis for VFC
2.2. Suggestion of Two potential market segments:
2.2.1. Office dress:
There are some reasons for choosing this segment as listed in the following:
- Huge potential customers (market size) and the trend of shopping:
Female are at working age group accounted for 48.5% in 2013, while this group
occupied for 46.1% in early 2014 (GSO, 2013). The trend concern in fashion for lady
office is increasing time by time and never stops changing. They may be forced to
wear uniform (for example: suit) due to company’s policy in some case but it does
not make sense. Suits somehow build the professional status but lady may feel
uncomfortable and boring as well. In many organizations, employers allow the flexile
styles of uniform that does not affect the country’s habits and customs. The shopping
clothes hobbies of lady are never enough and they still prefer enjoy buying office
9 | P a g e
Strengths
- S1: Strong brand-name
- S2: Wide distribution network
- S3: Effective marketing
- S4: Creative design
Weaknesses
- W1: Limited financial capacity

- W2: Less quality of products
- W3: High price compare to other
competitors with same targeted market
Opportunities
- O1: Strongly growth of Vietnam’s
economy.
- O2: Government’s policies encourage and
create good conditions for garment sector.
- O3: Vietnam has jointed WTO, take
advantage of connecting and expanding
business environment.
- O4: Increasing in demand of fashion
Threats
- T1: High and various competitors,
entering of many foreign companies,
especially from China and Korea.
- T2: Citizens have the habits of
consuming foreign products.
- T3: Fasting growth of China’s garment
industry
- T4: Technology and skills of garment
sector in host country are left behind
others.
Table 2.1: SWOT analysis for VFC
2.2. Suggestion of Two potential market segments:
2.2.1. Office dress:
There are some reasons for choosing this segment as listed in the following:
- Huge potential customers (market size) and the trend of shopping:
Female are at working age group accounted for 48.5% in 2013, while this group
occupied for 46.1% in early 2014 (GSO, 2013). The trend concern in fashion for lady

office is increasing time by time and never stops changing. They may be forced to
wear uniform (for example: suit) due to company’s policy in some case but it does
not make sense. Suits somehow build the professional status but lady may feel
uncomfortable and boring as well. In many organizations, employers allow the flexile
styles of uniform that does not affect the country’s habits and customs. The shopping
clothes hobbies of lady are never enough and they still prefer enjoy buying office
9 | P a g e
Strengths
- S1: Strong brand-name
- S2: Wide distribution network
- S3: Effective marketing
- S4: Creative design
Weaknesses
- W1: Limited financial capacity
- W2: Less quality of products
- W3: High price compare to other
competitors with same targeted market
Opportunities
- O1: Strongly growth of Vietnam’s
economy.
- O2: Government’s policies encourage and
create good conditions for garment sector.
- O3: Vietnam has jointed WTO, take
advantage of connecting and expanding
business environment.
- O4: Increasing in demand of fashion
Threats
- T1: High and various competitors,
entering of many foreign companies,
especially from China and Korea.

- T2: Citizens have the habits of
consuming foreign products.
- T3: Fasting growth of China’s garment
industry
- T4: Technology and skills of garment
sector in host country are left behind
others.
Table 2.1: SWOT analysis for VFC
2.2. Suggestion of Two potential market segments:
2.2.1. Office dress:
There are some reasons for choosing this segment as listed in the following:
- Huge potential customers (market size) and the trend of shopping:
Female are at working age group accounted for 48.5% in 2013, while this group
occupied for 46.1% in early 2014 (GSO, 2013). The trend concern in fashion for lady
office is increasing time by time and never stops changing. They may be forced to
wear uniform (for example: suit) due to company’s policy in some case but it does
not make sense. Suits somehow build the professional status but lady may feel
uncomfortable and boring as well. In many organizations, employers allow the flexile
styles of uniform that does not affect the country’s habits and customs. The shopping
clothes hobbies of lady are never enough and they still prefer enjoy buying office
10 | P a g e
dress than suit when they go to work. Therefore, focus on office dress market with the
mission “lady first-beauty come along” will be a smart choice in fashion industry.
- Take advantages of available capacity and its strength:
 Strong Brand-name: VFC is well-known by three famous brands are Ninomaxx,
N&M and Maxxstlye. Therefore, related products derive from one of those brand
will be familiar to customers, despite of new design styles for lady office’s
products in urban area.
 Various kinds of materials: available materials suits for this segment are: silk,
cotton and kaki. Those kinds of materials are for designing such form of clothes

in office with comfortable feeling for users.
 Design style: active, young
and elegant are the key
elements in any product of
VFC. For this segment, VFC
should focus more on elegant
and active style to suit with
lady users in office.
 Human resource: good
management, creative
designers, stylists, active
selling and good marketing
staffs. These forces have
most contribute to the
process of launching new
products to targeted market.
 Loyal customers: VFC already has a number of loyalty customers, therefore it
easy for VFC to attract more lady office for this new target segment.
However, when focusing on this segment, VFC may face with such competitors such as
Minh Long 1, PNJ, M.A.C, K&K Fashion, etc. They have the same characteristics of
targeted customers are female working in office. The differences come from the use of
material, style design, price and distribution networks. Among those, M.A.C has the
10 | P a g e
dress than suit when they go to work. Therefore, focus on office dress market with the
mission “lady first-beauty come along” will be a smart choice in fashion industry.
- Take advantages of available capacity and its strength:
 Strong Brand-name: VFC is well-known by three famous brands are Ninomaxx,
N&M and Maxxstlye. Therefore, related products derive from one of those brand
will be familiar to customers, despite of new design styles for lady office’s
products in urban area.

 Various kinds of materials: available materials suits for this segment are: silk,
cotton and kaki. Those kinds of materials are for designing such form of clothes
in office with comfortable feeling for users.
 Design style: active, young
and elegant are the key
elements in any product of
VFC. For this segment, VFC
should focus more on elegant
and active style to suit with
lady users in office.
 Human resource: good
management, creative
designers, stylists, active
selling and good marketing
staffs. These forces have
most contribute to the
process of launching new
products to targeted market.
 Loyal customers: VFC already has a number of loyalty customers, therefore it
easy for VFC to attract more lady office for this new target segment.
However, when focusing on this segment, VFC may face with such competitors such as
Minh Long 1, PNJ, M.A.C, K&K Fashion, etc. They have the same characteristics of
targeted customers are female working in office. The differences come from the use of
material, style design, price and distribution networks. Among those, M.A.C has the
10 | P a g e
dress than suit when they go to work. Therefore, focus on office dress market with the
mission “lady first-beauty come along” will be a smart choice in fashion industry.
- Take advantages of available capacity and its strength:
 Strong Brand-name: VFC is well-known by three famous brands are Ninomaxx,
N&M and Maxxstlye. Therefore, related products derive from one of those brand

will be familiar to customers, despite of new design styles for lady office’s
products in urban area.
 Various kinds of materials: available materials suits for this segment are: silk,
cotton and kaki. Those kinds of materials are for designing such form of clothes
in office with comfortable feeling for users.
 Design style: active, young
and elegant are the key
elements in any product of
VFC. For this segment, VFC
should focus more on elegant
and active style to suit with
lady users in office.
 Human resource: good
management, creative
designers, stylists, active
selling and good marketing
staffs. These forces have
most contribute to the
process of launching new
products to targeted market.
 Loyal customers: VFC already has a number of loyalty customers, therefore it
easy for VFC to attract more lady office for this new target segment.
However, when focusing on this segment, VFC may face with such competitors such as
Minh Long 1, PNJ, M.A.C, K&K Fashion, etc. They have the same characteristics of
targeted customers are female working in office. The differences come from the use of
material, style design, price and distribution networks. Among those, M.A.C has the
11 | P a g e
highest price range average from 600.000 VND and above. K&K comes at the second
high price with average price of 400.000 VND. VFC has dominant points when focus on
this segment is various from category listed above. They will pay attention to beauty

design style and more reasonable price compare to others. The marketing-mix will be
discussed further in the next section for expanding these new types of products for lady
working.
2.2.2. Pregnant:
The main reason for choosing this segment is the trend of concern for this group in
every aspect of lives. With the mission that “beauty during ugly period” will poison in
ladies’ mind the feeling of care, love and happiness. VFC wish to launch this type of
products vary from office dress, home-wear to seasonal-wear such as for winter season
for pregnant.
- Market size:
As of in 2010, Vietnam had about 25 millions women of childbearing age and this
number is expected to increase during periods of 2020 – 2025 (GOPFP-General
Office For Population Family Planning, 2010).
- Take advantages:
Since doing this segmentation, VFC may take advantages of its famous brands,
design styles, main materials, human resources, loyalty customers and distribution
Office dress
Home-wear
Winter-wear
11 | P a g e
highest price range average from 600.000 VND and above. K&K comes at the second
high price with average price of 400.000 VND. VFC has dominant points when focus on
this segment is various from category listed above. They will pay attention to beauty
design style and more reasonable price compare to others. The marketing-mix will be
discussed further in the next section for expanding these new types of products for lady
working.
2.2.2. Pregnant:
The main reason for choosing this segment is the trend of concern for this group in
every aspect of lives. With the mission that “beauty during ugly period” will poison in
ladies’ mind the feeling of care, love and happiness. VFC wish to launch this type of

products vary from office dress, home-wear to seasonal-wear such as for winter season
for pregnant.
- Market size:
As of in 2010, Vietnam had about 25 millions women of childbearing age and this
number is expected to increase during periods of 2020 – 2025 (GOPFP-General
Office For Population Family Planning, 2010).
- Take advantages:
Since doing this segmentation, VFC may take advantages of its famous brands,
design styles, main materials, human resources, loyalty customers and distribution
Office dress
Home-wear
Winter-wear
11 | P a g e
highest price range average from 600.000 VND and above. K&K comes at the second
high price with average price of 400.000 VND. VFC has dominant points when focus on
this segment is various from category listed above. They will pay attention to beauty
design style and more reasonable price compare to others. The marketing-mix will be
discussed further in the next section for expanding these new types of products for lady
working.
2.2.2. Pregnant:
The main reason for choosing this segment is the trend of concern for this group in
every aspect of lives. With the mission that “beauty during ugly period” will poison in
ladies’ mind the feeling of care, love and happiness. VFC wish to launch this type of
products vary from office dress, home-wear to seasonal-wear such as for winter season
for pregnant.
- Market size:
As of in 2010, Vietnam had about 25 millions women of childbearing age and this
number is expected to increase during periods of 2020 – 2025 (GOPFP-General
Office For Population Family Planning, 2010).
- Take advantages:

Since doing this segmentation, VFC may take advantages of its famous brands,
design styles, main materials, human resources, loyalty customers and distribution
Office dress
Home-wear
Winter-wear
12 | P a g e
networks with same as previous segment. The different come from its competitors in
this targeted market. The most competitors may name are Honey, Belly, Mommy,
CelenaMom, MerryMom, Mama, etc. and others small local brand.
Name
Average price
(VND)
Competitive advantages
Targeted market
MerryMom
750.000
High quality products, strong
brandname, luxury materials,
diversified design styles
High class
Honey
525.000
Good quality, verious design styles,
good in R&D, creative designers
High and middle
class
CelenaMom
500.000
Good quality product, strong
marketing and sales capacity

High and middle
class
Belly
350.000
Somehow good quality, affordable
price, good services
Middle class
Mama
250.000
Acceptable price, diversified design
styles, good in sale and marketing,
wide distribution networks
Middle class
Mommy
200.000
Very competitive price, variuos
styles and forms, service sataff are
friendly and caring
Middle class and
lower
Other local
brands
70.000
Low price, variuos styles and
forms, many distribution channels
in the market.
Lower class
Table 2.2: Lists of some competitors in terms of price, competitive advantages and target
market
Evenwhen there are many strong brand name of products for pregnant and each of them

has their own competitive advantages, but VFC believe in the successful of targeting this
segments for the middle class.
12 | P a g e
networks with same as previous segment. The different come from its competitors in
this targeted market. The most competitors may name are Honey, Belly, Mommy,
CelenaMom, MerryMom, Mama, etc. and others small local brand.
Name
Average price
(VND)
Competitive advantages
Targeted market
MerryMom
750.000
High quality products, strong
brandname, luxury materials,
diversified design styles
High class
Honey
525.000
Good quality, verious design styles,
good in R&D, creative designers
High and middle
class
CelenaMom
500.000
Good quality product, strong
marketing and sales capacity
High and middle
class
Belly

350.000
Somehow good quality, affordable
price, good services
Middle class
Mama
250.000
Acceptable price, diversified design
styles, good in sale and marketing,
wide distribution networks
Middle class
Mommy
200.000
Very competitive price, variuos
styles and forms, service sataff are
friendly and caring
Middle class and
lower
Other local
brands
70.000
Low price, variuos styles and
forms, many distribution channels
in the market.
Lower class
Table 2.2: Lists of some competitors in terms of price, competitive advantages and target
market
Evenwhen there are many strong brand name of products for pregnant and each of them
has their own competitive advantages, but VFC believe in the successful of targeting this
segments for the middle class.
12 | P a g e

networks with same as previous segment. The different come from its competitors in
this targeted market. The most competitors may name are Honey, Belly, Mommy,
CelenaMom, MerryMom, Mama, etc. and others small local brand.
Name
Average price
(VND)
Competitive advantages
Targeted market
MerryMom
750.000
High quality products, strong
brandname, luxury materials,
diversified design styles
High class
Honey
525.000
Good quality, verious design styles,
good in R&D, creative designers
High and middle
class
CelenaMom
500.000
Good quality product, strong
marketing and sales capacity
High and middle
class
Belly
350.000
Somehow good quality, affordable
price, good services

Middle class
Mama
250.000
Acceptable price, diversified design
styles, good in sale and marketing,
wide distribution networks
Middle class
Mommy
200.000
Very competitive price, variuos
styles and forms, service sataff are
friendly and caring
Middle class and
lower
Other local
brands
70.000
Low price, variuos styles and
forms, many distribution channels
in the market.
Lower class
Table 2.2: Lists of some competitors in terms of price, competitive advantages and target
market
Evenwhen there are many strong brand name of products for pregnant and each of them
has their own competitive advantages, but VFC believe in the successful of targeting this
segments for the middle class.
13 | P a g e
Part 3: Marketing mix for the two segments
Maketing Mix
Office dress

Pregnant dress
Product
- Offer new products with new
designs for office ladies.
- Unique designed with many forms
and colors, easy for different
customers’ choice.
- Introduce some new rang
products with new designs, biger
size form from office dress.
- Design with many forms but
prefer use sharp color such as
pink, white blue, etc.
- Add some features with simple
and comfortable designs.
Price
- Offer reasonal price at middle
income level
- Average offered pice range
370.000VND – 410.000 VND
- Offer lower price for middle and
lower imcone level.
- Average offered pice range
190.000VND – 250.000 VND
Place
- Using valaible distribution
channels such as Suppermarket,
Shopping Mall, retail outlets.
- Widend retail shops in potential
district: Binh Thanh, Tan Binh, 1

and 3.
- Consider in new sales network by
using distributor and franchises.
- Open new retail store only for this
products with different
decoration. More acctracted
combine with other features for
pregnant ladies.
- Distribute via retials shop and
supermarket.
Promotion
- Offer 10% discount when
launching new range.
- Discount coupon.
- Funding clothes for some movies,
charity for social programs, take
part in fashion show and media
show such as “Suc Song Moi”
program.
- Sponsor for charity program.
- Offer 15% discount on grand
open event or when open any new
outlet.
- Increasing expense on develop,
add more fetures and nonstop
update information on official
website.
13 | P a g e
Part 3: Marketing mix for the two segments
Maketing Mix

Office dress
Pregnant dress
Product
- Offer new products with new
designs for office ladies.
- Unique designed with many forms
and colors, easy for different
customers’ choice.
- Introduce some new rang
products with new designs, biger
size form from office dress.
- Design with many forms but
prefer use sharp color such as
pink, white blue, etc.
- Add some features with simple
and comfortable designs.
Price
- Offer reasonal price at middle
income level
- Average offered pice range
370.000VND – 410.000 VND
- Offer lower price for middle and
lower imcone level.
- Average offered pice range
190.000VND – 250.000 VND
Place
- Using valaible distribution
channels such as Suppermarket,
Shopping Mall, retail outlets.
- Widend retail shops in potential

district: Binh Thanh, Tan Binh, 1
and 3.
- Consider in new sales network by
using distributor and franchises.
- Open new retail store only for this
products with different
decoration. More acctracted
combine with other features for
pregnant ladies.
- Distribute via retials shop and
supermarket.
Promotion
- Offer 10% discount when
launching new range.
- Discount coupon.
- Funding clothes for some movies,
charity for social programs, take
part in fashion show and media
show such as “Suc Song Moi”
program.
- Sponsor for charity program.
- Offer 15% discount on grand
open event or when open any new
outlet.
- Increasing expense on develop,
add more fetures and nonstop
update information on official
website.
13 | P a g e
Part 3: Marketing mix for the two segments

Maketing Mix
Office dress
Pregnant dress
Product
- Offer new products with new
designs for office ladies.
- Unique designed with many forms
and colors, easy for different
customers’ choice.
- Introduce some new rang
products with new designs, biger
size form from office dress.
- Design with many forms but
prefer use sharp color such as
pink, white blue, etc.
- Add some features with simple
and comfortable designs.
Price
- Offer reasonal price at middle
income level
- Average offered pice range
370.000VND – 410.000 VND
- Offer lower price for middle and
lower imcone level.
- Average offered pice range
190.000VND – 250.000 VND
Place
- Using valaible distribution
channels such as Suppermarket,
Shopping Mall, retail outlets.

- Widend retail shops in potential
district: Binh Thanh, Tan Binh, 1
and 3.
- Consider in new sales network by
using distributor and franchises.
- Open new retail store only for this
products with different
decoration. More acctracted
combine with other features for
pregnant ladies.
- Distribute via retials shop and
supermarket.
Promotion
- Offer 10% discount when
launching new range.
- Discount coupon.
- Funding clothes for some movies,
charity for social programs, take
part in fashion show and media
show such as “Suc Song Moi”
program.
- Sponsor for charity program.
- Offer 15% discount on grand
open event or when open any new
outlet.
- Increasing expense on develop,
add more fetures and nonstop
update information on official
website.
14 | P a g e

- Offering quality, contemporary
clothing created with style in mind,
elegant and flexible designs.
- Combine with accessories such as
belt, handbag and shose, protected-
sun dress.
- Create official fanpage on
Facebook to introduce and promte
new products.
- Advertising on fashion and
specialized magazines such as Phu
Nu, Tiep Thi Gia Dinh, Doanh
Nhan Viet Nam, etc.
- Pay attention to decorate front-
door shop and outlets.
- Create and promote new products
on Facebook’s fanpage.
Beside that, in order to get postive sign in the first stage of introduction for each type
of product, company pay most expense on advertising. The most effective and saving way
nowadays is advertise on Facebook. Every new product or product-line has different features
but in order to bring products to customers by fastest way should be promote via intrenet.
VFC can take advantage from its current fanpage. The advantages of doing so can be:
- Monitor what's working and not working on your Page.
- Understand the people who like your Page and engage with your posts.
- Make decisions about the best ways to connect with your audience
14 | P a g e
- Offering quality, contemporary
clothing created with style in mind,
elegant and flexible designs.
- Combine with accessories such as

belt, handbag and shose, protected-
sun dress.
- Create official fanpage on
Facebook to introduce and promte
new products.
- Advertising on fashion and
specialized magazines such as Phu
Nu, Tiep Thi Gia Dinh, Doanh
Nhan Viet Nam, etc.
- Pay attention to decorate front-
door shop and outlets.
- Create and promote new products
on Facebook’s fanpage.
Beside that, in order to get postive sign in the first stage of introduction for each type
of product, company pay most expense on advertising. The most effective and saving way
nowadays is advertise on Facebook. Every new product or product-line has different features
but in order to bring products to customers by fastest way should be promote via intrenet.
VFC can take advantage from its current fanpage. The advantages of doing so can be:
- Monitor what's working and not working on your Page.
- Understand the people who like your Page and engage with your posts.
- Make decisions about the best ways to connect with your audience
14 | P a g e
- Offering quality, contemporary
clothing created with style in mind,
elegant and flexible designs.
- Combine with accessories such as
belt, handbag and shose, protected-
sun dress.
- Create official fanpage on
Facebook to introduce and promte

new products.
- Advertising on fashion and
specialized magazines such as Phu
Nu, Tiep Thi Gia Dinh, Doanh
Nhan Viet Nam, etc.
- Pay attention to decorate front-
door shop and outlets.
- Create and promote new products
on Facebook’s fanpage.
Beside that, in order to get postive sign in the first stage of introduction for each type
of product, company pay most expense on advertising. The most effective and saving way
nowadays is advertise on Facebook. Every new product or product-line has different features
but in order to bring products to customers by fastest way should be promote via intrenet.
VFC can take advantage from its current fanpage. The advantages of doing so can be:
- Monitor what's working and not working on your Page.
- Understand the people who like your Page and engage with your posts.
- Make decisions about the best ways to connect with your audience
15 | P a g e
After introduction stage, to increase revenue, VFC can add more volume and styles for
each type of product. Except from dress for lady office and for pregnant, VFC can combine
products with suitable accessories. Three months once, VFC will launch to market a set of
product for each with different styles, size and for seasonal wear, for example, Women Day
Offical Facebook’s Fanpage of VFC
Example of Facebook’s page insights
15 | P a g e
After introduction stage, to increase revenue, VFC can add more volume and styles for
each type of product. Except from dress for lady office and for pregnant, VFC can combine
products with suitable accessories. Three months once, VFC will launch to market a set of
product for each with different styles, size and for seasonal wear, for example, Women Day
Offical Facebook’s Fanpage of VFC

Example of Facebook’s page insights
15 | P a g e
After introduction stage, to increase revenue, VFC can add more volume and styles for
each type of product. Except from dress for lady office and for pregnant, VFC can combine
products with suitable accessories. Three months once, VFC will launch to market a set of
product for each with different styles, size and for seasonal wear, for example, Women Day
Offical Facebook’s Fanpage of VFC
Example of Facebook’s page insights
16 | P a g e
or Teacher Day, etc. VFC also offer coupon disscount on special even like Merry Christmas,
Tet Holiday for any type of these products.
Pannel advertising
Discount on Women’s Day
Promotion on Tet Holiday
16 | P a g e
or Teacher Day, etc. VFC also offer coupon disscount on special even like Merry Christmas,
Tet Holiday for any type of these products.
Pannel advertising
Discount on Women’s Day
Promotion on Tet Holiday
16 | P a g e
or Teacher Day, etc. VFC also offer coupon disscount on special even like Merry Christmas,
Tet Holiday for any type of these products.
Pannel advertising
Discount on Women’s Day
Promotion on Tet Holiday
17 | P a g e
Part 4: Conclusion and recommendation
Costomers always wish to buy high quality products with reasonable price. Therefore,
with those new products, company should pay more attention to offer competitive price. At

the firs satge, price is the most reason for choosing, following is quality of products after
using and the key to kep retention costomers is quality of products with services. The
producer need to meet the demands of customers and satisfied them.
First of all, VFC should have a good product strategy. The product strategy is strong
enough to combine with advertising, promotion strategy by using its internal capacity and
assets. Human resource, financial policies, facilities and service contribute to the success of
the product new offer’s strategic. VFC should become dominant at internal market b y
quality, reasonable price and build strong brand (essential factor). Consumer in Pacific Asia
market are quite same, VFC should pay attention to research more on customer needs and
wants, their culture and trend in fashion of them. From this, VFC can have different strategy
for each market. VFC may ask themmselves: in comparision with worlwide, what we own?
Whether we are new, fashionable, competitive or not?
VFC’s mission is become a leading fashion brand in local, therefore, it should focus on
expanding brand strategy through nation and worlwide.
- Widend distribution networks to 64 provinces and cities through nation. Cut off
outlets and shop where the area smaller than 150 metter square, just open shop with
size from 200 meter square and above, decoration with specific features of active and
casual.
- Beside dustributing and open such above shops, VFC will set up supermarkets sizing
above 1.000 m
2
.
- Among the strategic of open new shop in nationalwide, VFC should consider entering
into foreign market where aready had outlets such as Lao, Malaysia, Phillines,
Indonesia,… especially focus on Thailand market.
17 | P a g e
Part 4: Conclusion and recommendation
Costomers always wish to buy high quality products with reasonable price. Therefore,
with those new products, company should pay more attention to offer competitive price. At
the firs satge, price is the most reason for choosing, following is quality of products after

using and the key to kep retention costomers is quality of products with services. The
producer need to meet the demands of customers and satisfied them.
First of all, VFC should have a good product strategy. The product strategy is strong
enough to combine with advertising, promotion strategy by using its internal capacity and
assets. Human resource, financial policies, facilities and service contribute to the success of
the product new offer’s strategic. VFC should become dominant at internal market b y
quality, reasonable price and build strong brand (essential factor). Consumer in Pacific Asia
market are quite same, VFC should pay attention to research more on customer needs and
wants, their culture and trend in fashion of them. From this, VFC can have different strategy
for each market. VFC may ask themmselves: in comparision with worlwide, what we own?
Whether we are new, fashionable, competitive or not?
VFC’s mission is become a leading fashion brand in local, therefore, it should focus on
expanding brand strategy through nation and worlwide.
- Widend distribution networks to 64 provinces and cities through nation. Cut off
outlets and shop where the area smaller than 150 metter square, just open shop with
size from 200 meter square and above, decoration with specific features of active and
casual.
- Beside dustributing and open such above shops, VFC will set up supermarkets sizing
above 1.000 m
2
.
- Among the strategic of open new shop in nationalwide, VFC should consider entering
into foreign market where aready had outlets such as Lao, Malaysia, Phillines,
Indonesia,… especially focus on Thailand market.
17 | P a g e
Part 4: Conclusion and recommendation
Costomers always wish to buy high quality products with reasonable price. Therefore,
with those new products, company should pay more attention to offer competitive price. At
the firs satge, price is the most reason for choosing, following is quality of products after
using and the key to kep retention costomers is quality of products with services. The

producer need to meet the demands of customers and satisfied them.
First of all, VFC should have a good product strategy. The product strategy is strong
enough to combine with advertising, promotion strategy by using its internal capacity and
assets. Human resource, financial policies, facilities and service contribute to the success of
the product new offer’s strategic. VFC should become dominant at internal market b y
quality, reasonable price and build strong brand (essential factor). Consumer in Pacific Asia
market are quite same, VFC should pay attention to research more on customer needs and
wants, their culture and trend in fashion of them. From this, VFC can have different strategy
for each market. VFC may ask themmselves: in comparision with worlwide, what we own?
Whether we are new, fashionable, competitive or not?
VFC’s mission is become a leading fashion brand in local, therefore, it should focus on
expanding brand strategy through nation and worlwide.
- Widend distribution networks to 64 provinces and cities through nation. Cut off
outlets and shop where the area smaller than 150 metter square, just open shop with
size from 200 meter square and above, decoration with specific features of active and
casual.
- Beside dustributing and open such above shops, VFC will set up supermarkets sizing
above 1.000 m
2
.
- Among the strategic of open new shop in nationalwide, VFC should consider entering
into foreign market where aready had outlets such as Lao, Malaysia, Phillines,
Indonesia,… especially focus on Thailand market.
18 | P a g e
Furthermore, VFC strive to increase its capital by transferring from limited liability into
Joint Stock Corporation. Company should have plans to use this source of capital effectively
and efficiently.
Fashion trends change evry second to either public’s interest or renowned interational
fashion designers. So it is never easy to survive in fashion industry. It requires constant new
and creative designs to keep with the inndustry pace. Besides, Vietnam market has never

taken copyright and paten protection into consideration. Constant release of new designs is
the best possible colution for the problems of all the fake products causing damages to the
brand. VFC may release all seasonal collections like spring summer, fall, winter for the
North, summer-spring and winter-fall for the South. These collections should always keep
confidential until the last minute before launching.
To do PR for the brand, it may rely on press release. In addition, hosting fashion show
with celebrities may help to inspire consumers’ interest and proves to stand one’s ground in
the industry. Furthermore, to reach out more to all public, sponsorship for movies or televisn
series costumes will bring an exellent channel.
Last but should remember are focus on market reaserach and satisfy customer’s need and
wants. Captuering their mind and research their react on the change of fashion trend. VFC
need a specific marketing plan for each type of market segment to be sucessful in this
competitve environment.
Today, fashion products do not stop at just a specific coat, pants to keep warm or protect
the body but elegent, active and stylist. In that, it has the elements of culture, style, brand,
shopping space, the harmony of the design. Fashionable is not similar to luxury. VFC’s
products have poision in mind of customer and keep a sustainable place for their shopping
choice. They sucees from capture customes’ needs and wants to keep launching new product.
Since we take advantage from this successful, we also have strong believe in the success of
these two new segments with different products.
18 | P a g e
Furthermore, VFC strive to increase its capital by transferring from limited liability into
Joint Stock Corporation. Company should have plans to use this source of capital effectively
and efficiently.
Fashion trends change evry second to either public’s interest or renowned interational
fashion designers. So it is never easy to survive in fashion industry. It requires constant new
and creative designs to keep with the inndustry pace. Besides, Vietnam market has never
taken copyright and paten protection into consideration. Constant release of new designs is
the best possible colution for the problems of all the fake products causing damages to the
brand. VFC may release all seasonal collections like spring summer, fall, winter for the

North, summer-spring and winter-fall for the South. These collections should always keep
confidential until the last minute before launching.
To do PR for the brand, it may rely on press release. In addition, hosting fashion show
with celebrities may help to inspire consumers’ interest and proves to stand one’s ground in
the industry. Furthermore, to reach out more to all public, sponsorship for movies or televisn
series costumes will bring an exellent channel.
Last but should remember are focus on market reaserach and satisfy customer’s need and
wants. Captuering their mind and research their react on the change of fashion trend. VFC
need a specific marketing plan for each type of market segment to be sucessful in this
competitve environment.
Today, fashion products do not stop at just a specific coat, pants to keep warm or protect
the body but elegent, active and stylist. In that, it has the elements of culture, style, brand,
shopping space, the harmony of the design. Fashionable is not similar to luxury. VFC’s
products have poision in mind of customer and keep a sustainable place for their shopping
choice. They sucees from capture customes’ needs and wants to keep launching new product.
Since we take advantage from this successful, we also have strong believe in the success of
these two new segments with different products.
18 | P a g e
Furthermore, VFC strive to increase its capital by transferring from limited liability into
Joint Stock Corporation. Company should have plans to use this source of capital effectively
and efficiently.
Fashion trends change evry second to either public’s interest or renowned interational
fashion designers. So it is never easy to survive in fashion industry. It requires constant new
and creative designs to keep with the inndustry pace. Besides, Vietnam market has never
taken copyright and paten protection into consideration. Constant release of new designs is
the best possible colution for the problems of all the fake products causing damages to the
brand. VFC may release all seasonal collections like spring summer, fall, winter for the
North, summer-spring and winter-fall for the South. These collections should always keep
confidential until the last minute before launching.
To do PR for the brand, it may rely on press release. In addition, hosting fashion show

with celebrities may help to inspire consumers’ interest and proves to stand one’s ground in
the industry. Furthermore, to reach out more to all public, sponsorship for movies or televisn
series costumes will bring an exellent channel.
Last but should remember are focus on market reaserach and satisfy customer’s need and
wants. Captuering their mind and research their react on the change of fashion trend. VFC
need a specific marketing plan for each type of market segment to be sucessful in this
competitve environment.
Today, fashion products do not stop at just a specific coat, pants to keep warm or protect
the body but elegent, active and stylist. In that, it has the elements of culture, style, brand,
shopping space, the harmony of the design. Fashionable is not similar to luxury. VFC’s
products have poision in mind of customer and keep a sustainable place for their shopping
choice. They sucees from capture customes’ needs and wants to keep launching new product.
Since we take advantage from this successful, we also have strong believe in the success of
these two new segments with different products.
19 | P a g e
References
1. Baomoi.com, 2010. Viet Nam co 25 trieu phu nu o do tuoi sinh de. Retrieved from
/>de/82/5409137.epi.
2. Facebook.com, 2014. Wellcome to the new insight page. Retrieved from
/>Diary/605932982832052?sk=insights.
3. Fashionunited.co.uk, 2013. Vietnam: from strength to strength – a portrait. Retrieved
from />strength-%E2%80%93-a-portrait-2013111319014.
4. General Statistics Office, 2013. Thong cao bao cao Tinh hinh kinh te xa hoi nam 2013.
Retrieved from />5. General Office For Population Family Planning, 2011. Tinh trang dan so the gioi nam
2011. Con nguoi va tiem nang trong the gioi 7 ty nguoi. Retrieved from
/>130;jsessionid=F7CA756BEC4CFB36ABE627AA9DBA72A0?p_p_id=62_INSTANCE
_Z5vv&p_p_lifecycle=0&p_p_state=normal&p_p_mode=view&p_p_col_id=column-
3&p_p_col_count=1&_62_INSTANCE_Z5vv_struts_action=%2Fjournal_articles%2Fvi
ew&_62_INSTANCE_Z5vv_groupId=18&_62_INSTANCE_Z5vv_articleId=92141&_6
2_INSTANCE_Z5vv_version=1.0.

6. Mommy.vn, 2014. Thoi trang bau. Retrieved from />DONG.html.
7. Ninomaxx.com.vn, 2010. Nonomaxx-pioneer brand. Retrieved from
/>brand.aspx.
19 | P a g e
References
1. Baomoi.com, 2010. Viet Nam co 25 trieu phu nu o do tuoi sinh de. Retrieved from
/>de/82/5409137.epi.
2. Facebook.com, 2014. Wellcome to the new insight page. Retrieved from
/>Diary/605932982832052?sk=insights.
3. Fashionunited.co.uk, 2013. Vietnam: from strength to strength – a portrait. Retrieved
from />strength-%E2%80%93-a-portrait-2013111319014.
4. General Statistics Office, 2013. Thong cao bao cao Tinh hinh kinh te xa hoi nam 2013.
Retrieved from />5. General Office For Population Family Planning, 2011. Tinh trang dan so the gioi nam
2011. Con nguoi va tiem nang trong the gioi 7 ty nguoi. Retrieved from
/>130;jsessionid=F7CA756BEC4CFB36ABE627AA9DBA72A0?p_p_id=62_INSTANCE
_Z5vv&p_p_lifecycle=0&p_p_state=normal&p_p_mode=view&p_p_col_id=column-
3&p_p_col_count=1&_62_INSTANCE_Z5vv_struts_action=%2Fjournal_articles%2Fvi
ew&_62_INSTANCE_Z5vv_groupId=18&_62_INSTANCE_Z5vv_articleId=92141&_6
2_INSTANCE_Z5vv_version=1.0.
6. Mommy.vn, 2014. Thoi trang bau. Retrieved from />DONG.html.
7. Ninomaxx.com.vn, 2010. Nonomaxx-pioneer brand. Retrieved from
/>brand.aspx.
19 | P a g e
References
1. Baomoi.com, 2010. Viet Nam co 25 trieu phu nu o do tuoi sinh de. Retrieved from
/>de/82/5409137.epi.
2. Facebook.com, 2014. Wellcome to the new insight page. Retrieved from
/>Diary/605932982832052?sk=insights.
3. Fashionunited.co.uk, 2013. Vietnam: from strength to strength – a portrait. Retrieved
from />strength-%E2%80%93-a-portrait-2013111319014.

4. General Statistics Office, 2013. Thong cao bao cao Tinh hinh kinh te xa hoi nam 2013.
Retrieved from />5. General Office For Population Family Planning, 2011. Tinh trang dan so the gioi nam
2011. Con nguoi va tiem nang trong the gioi 7 ty nguoi. Retrieved from
/>130;jsessionid=F7CA756BEC4CFB36ABE627AA9DBA72A0?p_p_id=62_INSTANCE
_Z5vv&p_p_lifecycle=0&p_p_state=normal&p_p_mode=view&p_p_col_id=column-
3&p_p_col_count=1&_62_INSTANCE_Z5vv_struts_action=%2Fjournal_articles%2Fvi
ew&_62_INSTANCE_Z5vv_groupId=18&_62_INSTANCE_Z5vv_articleId=92141&_6
2_INSTANCE_Z5vv_version=1.0.
6. Mommy.vn, 2014. Thoi trang bau. Retrieved from />DONG.html.
7. Ninomaxx.com.vn, 2010. Nonomaxx-pioneer brand. Retrieved from
/>brand.aspx.