Kế hoạch marketing tiếp thị và xuất khẩu đồ gỗ nội thất ra thị trường philippines và đài loan của cong ty hưng long ENg

Expert on producing wooden furniture
Marketing and export to Philippines and Taiwan Market

Content:
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Introduction of the Enterprise

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Introduction of the products, name and address of the suppliers

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Market research

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Data collection

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Data analysis

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Difficulties

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Solutions of handling the difficulties

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Promotion solution

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Deployment of the plan of approaching and sales

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Average revenue

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Price and profit calculation

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Product distribution

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Competitiveness analysis

Introduction of the Enterprise

HUNG LONG INDUSTRIAL & TRADING CO.,LTD

Expert on producing wooden furniture

Address: No.125 Van Cao Street – Ba Dinh dist – Hanoi


Phone: 043. 761 5783
Fax: 043 715 922
Email:
Webstie: htt:/www.dogohunglong.vn

Hung long industrial & trading co.,ltd was established in 1999 with its former,
Hung Long wooden furniture workshop. Throughout the entire operation and
development period, the company has built its solid trademark, Hung long wooden
furniture with the trust to the customers, partners. Hung Long has become the leading
enterprise in term of supplying wooden household and office furniture in Vietnam
market. With the investment in building the modern factory, applying advanced
technology, Hung Long Industrial and Trading co., ldt has supplied the full ranges of
models and styles, meeting the demands of customers. Up to now, in addition to two
big showrooms displaying and selling products in Hanoi, the company has broadened
the display showroom system to Hai Phong, Hung Yen, Bac Ninh, Quang Ninh, Ha
Giang and so on with the country-wide distribution system.

Hung Long’s
Wooden furniture
Hung Long
wooden furniture is
made from natural wood having high aesthetic and performance value like Dalbergia
bouruana gagu, ebony, cedar, mahogany and so on, suitable for the production of high-


class furniture in office, villas, restaurants, hotels and resort. The products are
designed harmonically combined between the modern style and the traditional style,

between the eastern culture and western culture. Each product is an artistically child
from the clever hand and experiences of enthusiastic craftsman with passion on art.

The guideline" Both wood and paint are excellent”
Hung Long Enterprise always sets the quality of the products to the high
position, pays attention to understand the customer demands and step by step make
perfect the services. The company commits to the customer rights with the special
policies of sales and after-sale services. Beside the direct selling method, the company
has developed the modern and convenient economic commercial method at the official
website so that the customers can easily find the
models and order products. Hung Long wooden furniture has been used with the trust
and favor from customers and partners. The trust from customers has created the core
value in the operation goals of the company. It becomes the motive force for the
effective and sustainable development.
Not restricted to the success in domestic market, the company has an idea of
developing international market, firstly from Asian customers with the focus on
Philippines and Taiwan. Getting these above information, our expert group has met the
management board of Hung Long Industrial and Trading Co.,ltd to discuss about the
strategy of marketing wooden furniture into the above countries.
The strategy of marketing Hung Long wooden furniture to the International
Market in the period 2011-2012

Introduction of products, name and address of supplier


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Supplier: Hung Long Industrial and Trading Co.,ltd

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Service: Wooden furniture supply

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Areas of Supply :
+ Asean countries, Japan, South Korea and Taiwan
+ Focused market: Philippines and Taiwan

- Email:
- Webstie: htt:/www.dogohunglong.vn
- Phone: +843. 761 5783
- Fax:

+843 715 922

Market research
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Customers: in Philippines and Taiwan
+ Households, offices, restaurants and hotels
+ Furniture company
+ Shops and distribution agents
+Brokers
+ Terminal enterprises

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Targeted customers: Terminal enterprises, shops and distribution agents

Data collection
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Philippines:
+ Area: 300000 km2 in South East Asia
+ Population: 94,01 million
+ Culture somehow similar to Vietnam
+ Political situation: Not stable
+ Wooden furniture using trend: Relatively popular
+ Furniture shops: Relatively high
+ Wooden furniture enterprises: About 15000, mainly small and medium scope


(Source: www.worldfurnitureonline.com/…)
+ Information Technology section: Highly developed
+ Infrastructure: Good, especially sea transport
+ WTO membership on 1/1/1995
+ Vietnam relationship: Good, both are in Asia

         

  

 Philippine Map        Philippinne national flag              Philippinne national 
flower

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Taiwan:
+ Area: 36000 km2 to the Eastern- Southern China

+ Population: 23 million
+ Culture somehow similar to Vietnam
+ Current political situation: Not stable
+ Wooden furniture using trend: Very popular
+ The number of furniture shops: High
+ Wooden furniture enterprises: popular but mainly on industrial furniture.
+ Information Technology section: Very developed
+Infrastructure: Good and convenient in term of sea transport
+ WTO membership on 1/1/2002
+ Relationship with Vietnam: Very good, both belong to Asian group.


        

      Taiwan map                            Taiwan national flag                     Taiwan capital

Data analysis
+ Philippines is the member of Asian group, so the relationship with Vietnam is
quite good. At present, Taiwan also has a good commercial relationship with
Vietnam
+ Many similar characteristics in term of culture
+ Three countries are of WTO
+ Popular consumed products
+ The natural wooden furniture industry not developed widely
+ Good infrastructure
+ Cheap labor cost in Vietnam

Difficulties
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Language difficulty


+ Language barrier cause difficulty in communicating, researching market
and advertising and marketing products to the customers
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The customers would not understand the value, quality and the

convenience of the products.
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Unstable political situation in Philippines and Taiwan

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The differences in culture of furniture decoration

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The limited business capacity of the Enterprise
+ Small business scope
+ Not diversified product ranges

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The enterprise itself has not had the far vision and the long-term strategy

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The production is implemented with so many unskilled workers
+ Low qualification of the workers
+ Product defects
+ Not capable of meeting the large-value order
+ Low delivery

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The current outdated technology. The advanced technology will require high
investment, so leading to:
+ High price, low competitiveness

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The State has not issued the investment policies for this section

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The exchange rate between Vietnamdong and Taiwan and Philippines
currencies


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The high interest rate of Vietnamese Banks affects the business activities and
product price/

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The requirement of capital investment in leasing business places, infrastructure

system of the focused countries

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Risks during transportation

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The domestic strong market of Taiwan and Philippines bears the risk of failure
in competition

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The technical barriers to limit the import

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The policies of domestic product protection in the foreign countries

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The unfair competition of foreign enterprises

      

                                       

Visual illustration of survival war

Solutions

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Improve the foreign language ability for the staffs of the enterprise, especially
the expatriated staffs working in the oversea offices. In addition to the main
staffs of the enterprise, the native staffs with qualification and good marketing
ability should be recruited.


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Work closely with Vietnam embassy to have preventative plan if any political
problem occurs

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Finding carefully about the custom, habits of using furniture of people in two
countries
+ Which products are customer’s demands? What are the customer’s
feedbacks? Are they respected?
+ Reform products to match the culture of the two countries
+ Choose the focused products which are used popularly in the two
countries
+Bring to the two countries natural wooden products expressing the
spirit and feng shui factors ( favored by Taiwan people)

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Rebuild the long-term development strategy of the company, in which the
export to the foreign market is given priority

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Increase the enterprise scope

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Renovate the manufacture technology and enhance the training for skilled
worker

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Propose to the State for the preferential policies on export tax and long-term
loan with low interest rate

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Use the high liquidity and stable currency as the currency in the contracts

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Search for trusty enterprises, shops in the two foreign countries to co-operate or
act as distributors of the products
+ Mobilize the capital source
+ Use up the business place, infrastructure of the two foreign countries


+ Take the advantages of wide knowledge of the foreign enterprises
+ Overcome the language difficulty between the sellers and the buyers

Contract signing

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Choose the professional, reputed delivery agents with advanced transportation
means. Work with the one-way transportation means to reduce the delivery
cost.

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Use up the advantages of available natural wood sources in our country to
enhance the competitiveness.

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Manufacture the sophisticated products with advanced characteristics. Reduce
the immediate stages, reduce the reduction waste to reduce prices.

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Finding about the technical barriers of the foreign countries to improve the
production process. Internationalize the manufacturing technology.

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Build the trademark and register the international copyright for the enterprise’s
products.

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Study and understand the foreign country’s law code, establish the intensive
legality department.

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Enhance and advertise the slogan “ Hung Long wooden furniture, both wood
and paint are excellent”

Promotion method


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Promotion through terminal enterprise, agents, shop and joint venture with
foreign countries’ enterprises to sell products.
+ Pay attention to the attracting strategies and maintaining the loyalty of

customers
+ Calculate the bonus rate and establish the suitable incentive policies
+ Attractive bonus
+ Small promotional items to the agents/ retailers
+ Approach the retailers through marketing staffs.
+ Recreation activities, diner invitation
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Commercial promotion through mass media, considering detail aspects,
collecting key factors in creating public preference to the products, services or
the enterprise itself

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Use mass media means

+ Advertise on television, radio
+ Magazines, mails

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Advertise on specialist magazines, send letters to enterprises, associations,
conferences, fairs.

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Communicate directly to shops, showrooms; Call by telephones or visit
individually; Video programs

Deployment of the plan of approaching customers and selling products
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Define the cost of advertisement and approaching customers.

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Define the importance of business relationship, private relationship, visits and
so on for maintaining the revenue

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Organize the product sales by these following forms
+ By staffs of the enterprise
+ By immediate agents
+ By local distributors with bonus

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Attractive bonus for agents, ideal terminal enterprises and members of the joint


venture
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Advertise on the public mass media, internet

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Organize the promotion programs to attract customers.

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Recruit the selling staffs good at marketing, foreign language and patient,
active, enthusiastic, professional and capable of maintaining good relationship.

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Have incentive policies, awards, and preferential policies to selling staffs to
keep them.

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Make the table of monthly marketing cost and sales

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Make a separate table of the advertisement and promotion cost

                         

             

Wooden furniture

Average revenue
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The average revenue information is an useful tool for managing and calculating
the cost.

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Define the number of approaches, the duration needed to have a contract.

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Define whether having the next contracts with the previous customers or not


with much effort or not.
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What is the total revenue from the effort?

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What is the average selling revenue? How much is needed to have the “average
revenue” per each sale?

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The average cost for one contract multiple with the total number of sales
contracts is equal to the total cost of marketing.

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Compare the average cost for getting one contract to that of the overall market.

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In case the selling cost fluctuates within large range, another plan should be
made instead.

Define the price and profit
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The price of one product is defined by multiplying the direct cost with a rate
and comparing with the competitors’ price. From the comparison results, we
will set a standard price.

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Finding how the customer are sensitive with prices, do they buy at large
quantity so as to consider the reduction of price.

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The special price reduction policy is used as a selling tool.

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The financial support policy should be considered: consignment, discount,
credit, renting and buying, contract transfer.

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The profit is calculated in percentage of price.

Product distribution
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The products are distributed to customers:
+ Households, offices, enterprises, hotels, restaurants order by themself
+ Furniture implementing enterprises
+ Shops and agents
+ Brokers
+ Terminal offices

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A representative office and branches are located in each country according to


the customer number and geographical region.
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Check which factors among packing, brand labeling or shipping increase the
cost, so that the price of products can be recalculated.

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Build service teams to assemble free for customers, if the customers buy a large
quantity, there should be a plan to satisfy customer’s requirements.

Competitiveness analysis
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Establish a division specializing in studying about the competitors, finding
about their organization, promotion, recruitment, evaluation, sales, and
distribution, then compare with the Enterprise to have the best solutions of
adjustment and competition.

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Establish a division consulting the legality.

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Establish a free design consulting division

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Sign the principle contracts of delivery

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Choose the good and reputed enterprises in the foreign countries to co-operate,
enhancing the competitiveness.

Estimate the sale revenue
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According to the order revenue, contract revenue, make a summary table of
revenue

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Establish a division specializing in market research so as to make a suitable
plan,

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Build a plan for the promotion program via mass media mean.


Profit from an effective marketing strategy

THANKS FOR READING!

-The end-