nghiên cứu thị trường xuất khẩu mây tre đan cho HTX mây tre đan xuân lai e

Nghiên cứu thị trường xuất khẩu Mây Tre đan cho HTX mây tre đan Xuân
lai

"Make a marketing plan for an online shop selling souvenirs and handicraft
products of Vietnam"
Based on this theme, I selected the marketing plan for a souvenirs online shop
"Bamboo and Rattan Export" with the main products by the Xuan Lai rattan
and bamboo cooperative export.
1. Introduction:
In the minds of Vietnameses, bamboo represent the indomitable spirit
and vitality of the Vietnamese. Any trees is more stick with Vietnamese as
bamboo. Bamboo is also the image specific of the rural culture and a endless
source for handicraft export.
Our country has many bamboo handicrafts villages, therefore the village of
Xuan Lai Bamboo Architecture, Gia Binh district, Bac Ninh province is
considered the cradle of bamboo;
We make marketing plan to prepare for opening an online shop selling
souvenirs and handicrafts for Xuan Lai Bamboo and Rattan cooperative.
1.1 Presentation:
Xuan Lai Bamboo and rattan export cooperatives is established by the
People's Committee of Binh Gia, Bac Ninh district, on May 02-2004. Currently
the cooperative has 10 production sites with a total area of 1,500 m2, their
product represent in some foreign markets like Japan, USA, Belgium,
Australia, Ukraine ... in which the primarily is the EU, the domestic markets
are Hanoi, Quang Ninh, Hai Duong, Dien Bien ...
1.2 The products offered:


Xuan Lai is also known for the furniture from bamboo, big product like
furniture, armchair, rocking, bookcases, bamboo house, coffee table, closet ...
small like lined cups, clothes hanger, flower pot ... In particular, smorked

bamboo art products have a beautiful dark brown.
2. Target market :
a. Target Customer:
i. Tourists and foreigners
In 2010, Vietnam have received five million international tourists, 28
million domestic tourists. Income from tourism reached about 96 trillion, up
37% compared to 2009, estimated to contribute 4.5% of the country’s GDP.
(Tamnhin.net)
Vietnam's tourism taget to goal 5.3 to 5.5 million international visitors,
30 million domestic tourists and 110 thousand billion, contributing 4.6 % for
the country’s GDP in 2011
ii. The overseas Vietnamese
Until 2011, approximately 4 million people in Vietnam are living in over
110 countries and territories. Of these, over 80% in industrialized countries.
Most Vietnamese communities have a stable life and integrate into society
where they reside, have a certain position in economic, political - social in host
countries.
Each year about 500,000 overseas compatriots in the country, including
300 experts and intellectuals come back to work and thousands other to search
investment opportunities. Until now, overseas invest in the country total U.S. $
5.7 billion (more than 3,200 projects).
iii. The collectors of art and craft products
In Vietnam, there are a significant number of collectors of art and craft
products. They are potential customers in this field of selling souvenirs and
handicrafts of bamboo and rattan.


b. Geo
i. Customers from all over the world to Vietnam:
The first place of international visitors to Vietnam in 2010 was China

with 905,360 arrivals, increasing 76.7%, followed by the South Korean
(495,902 arrivals) increased 38.0%, Japan (442,089 views) United States
(430,993 visitors), visitors from Australia increased 31.0%, Malaysia rose
29.1% ...
ii. Online store sales across the country:
Mainly focusing on destinations and major cities, because in these areas
tourists often come and go, the people in which have high demand for cultural
and artistic enjoyment
Foreign tourists accustom to learn and purchase online, so online
marketing today is very important and effective ..
iii. Regardless of gender:
Potential customers, interest and make the purchase souvenir items and
crafts bamboo nan is not sexism
c. Age, consumer habits:
- The visitors , including domestic and foreign customers, have a habit of
buying souvenirs during the trip.
- The client group who have life experience and cultural interests usually have
stable and relatively high income
- The customer who is well educated, have higher national characteristic, love
art collectors, have the habit of using the internet.
3. Situation analysis (SWOT) :
a. Strengths: the product and the company
-. Souvenirs and handicrafts of bamboo and rattan is often kind, gentle,
graceful, with the national characteristic.


- The furniture and decorative objects made of rattan, bamboo is strong
coordinated, have beautiful color, high usingvalues by both the convenience
and comfort of hometown bamboo.
- Labor costs are low, workers are flexible, creativity, striving to work.

- Xuan Lai village was famous throughout the region with products bearing the
national identity: the couch, bed west, washing bed ... made of smoked
bamboo. To create a mark on each product, the people of Xuan Lai was very
creative as to adorn the text SONG HY, pigeons or flowers by shaving the
bamboo. Especially in recent years Xuan Lai has created a new imprint for
Dong Ho folk paintings by putting up smoked bamboo.
- Environment of Law: The Government of Vietnam support the sustainable
development of the handicraft industry.
b. Weaknesses: the product and and the company
- Handicraft and souvenirs made from rattan and bamboo have to be preserved
in warehouse, showroom, to avoid the wet and termite
- Material is the cloud forests which are in danger of depletion, would push
tens of thousands of workers at risk of unemployment, also affected the exports
of concerned countries.
- The rattan industry of Indochina is facing the decline of the domestic supply
of rattan due to unsustainable harvesting
- Lack of marketing activities, market information, poor ability of valuation
and lack of training.
c. Opportunities: customers, the business environment
- Customers in domestic and abroad preferred to using the nationalistic
products: the bamboo couch, bamboo house, basket, ...; the modern products:
bed, armchair, rocking, bookshelf, coffee table, cabinet ... small products like
cup lined, clothes hanger, flower pot


- Based on the materials of good quality, cheap, well designed, resulting the
traditional, rustic to charm and modern, suitable for all consumers.
d. Risk: customers, business environment, opponents
- Technology is growing, people tend to popular new products made from
materials such as plastic, wood, aluminum, mica. ... This makes difficult to the

village Xuan Lai and smoked bamboo craft, which even been seemingly
"wiped out" by the pressure of the market economy.
- Unlike the foreigners, Vietnamese customers don’t have the habit of shopping
online, or have a bad impression for online shopping.
- Inadequate of high management and value analysis in the foreign market.
- bamboo and rattan handmade Products in some countries in Asia such as
China, Laos and Thailand are also offering their own style, appearance and
aesthetics.
4. The objective (SMART):
a. The goal of sales:
After the online shop operates stably, we will increase the cooperative
sales up to 10%
b. The objective for market share:
Expand market share of the cooperative, centralize to attractive the
segment of customers who have a habit of living and working in internet.
c. The objective for the brand:
Make the slogan: "Xuân Lai-Vietnam Bamboo and Rattan" the image of
the nationality, charme and modern of Handicraft and souvenirs made from
rattan and bamboo.
d. The goal of profitability:
Profit growth of the cooperative will be at least 5% - 10% over the
previous profitability.


5. Marketing mix strategy:
a. Product strategy (products):
i. Product Description:
Products of souvenir and handicrafts shop are diverse in variety, rich in
design; based on the creation of manufacturing and the idea of customer;
mainly include:

- The bamboo house, furniture, bamboo mat, bed-plank ...
- Bed, armchair, rocking, bookshelves, coffee table, wardrobe ....
- The National paintings on bamboo ...
- Cup Lined, clothes hanger, flower pot, water tray ...
ii. Describe the differences of the product:
- All products are made from natural materials: rattan, bamboo, rush ... which
are simple, very close to the everyday life of the people of Vietnam.
- All products are handmade by the skillful hands, subtle, diligent, meticulous
labors.
- The bamboo paintings contain the feelings of the artist created it, and all hide
inside them the national spirit, a deep message about the country and people of
Vietnam
b. Pricing strategy (price):
- Price of commodities such as bamboo, couch, furniture, bamboo mat, bed
plank, armchair, rocking, bookshelves, coffee table, wardrobe ... (mainly for
domestic customers need durable products): the price have to be affordable,
consistent with average income levels of society.
- Price of commodities such as folk paintings on bamboo; (mainly for foreign
customers need sophisticated and art products): price is higher than values,
consistent with a high income of domestic and foreign tourists.


c. Promotion strategies (promotion):
i. Advertising message:
- Slogan: " Xuan Lai - Vietnam Rattan, bamboo "
- Convey the difference of the product: aesthetic, utilitarian, lightweight,
durable, charming of Vietnam.
ii. Pull Strategy (Pull): create consumers’ demand through the advertising
program
- Advertising through the Website of the online shop: impressing designed,

nationalistic, significance. Convey to customers all information that they need
to consider: Type, model, quantity, the basic parameters of the products,
features and utilities
- Google Adwords and Facebook ads CPC / CPM
- PR Post on some newspaper depending on category
- Marketing spread through social networks
- Post ads on 100 web
- Use the facebook, messages to friends on the network to transmit information
and advertising for the sale of online store.
- Advertising on the Website of the travel companies, airlines (Balance of costs
and the finance of the Store)
- Advertise to the travel companies, other shops selling souvenirs via the
catalog, brochures of the online store.
iii. Push Strategy (Push)
- Develop mechanisms for the retail discount for travel companies, other
souvenirs shops selling our souvenirs and handicraft products (from 5 -10%
value depending on item)


- Develop mechanisms for the wholesale discount for travel companies, other
souvenirs shops selling our souvenirs and handicraft products (from 3-7%
depending on item value)
d. Distribution Strategic (Place):
- Online sales through the website, delivered via the postal system to our
customers.
- Online sales through the website, delivered via the postal system to the travel
company.
- Online sales through the website, delivered via the postal system to the shop
selling souvenirs.
- Sales by the marketing staff to stores selling souvenirs, travel companies in

the major tourist destinations, crowded of tourists
- Online sales through the website, direct delivery by delivery staff to the
customer with the distance of 10km - 15km.
6. Action Plan :
a. Design and deploy products: Try to create some new products, in
collaboration with the traditional products of the cooperative to diversify the
types of products.
b. Plan and organize the recruitment, training: staff with design software,
advertising, online sales, fast delivery.
c. The advertising on the Internet: use the Internet as an online catalog of the
cooperative. This is a tool for the product reaching in the market domestic and
abroad. To build an online store, we need to invite experts in information
technology, branding experts to survey the situation of products, capabilities,
culture and business philosophy of the cooperative, the desired technique of the
website.


d. Organization of payment form: the website must be the guiding of payment
methode, postal money transfer, account transfer, direct payment… so the
customer can pay the easiest, with all currency
e. Collect and build databases of customers, to regularly keep in touch, to pull
customer return cyclical a purchase.
f. Sales Support:
- Provide free catalog of the latest models to retailer
- Discounts for high value contracts
- commissions for intermediaries and distributors.
- accumulate points for customers after every successful transaction.
g. Organization of received feedback department, warranty and repair the
random defects of the product ..
7. Conclusion:

The sales marketing is one of the most important operation, it played a
huge role in the goal of improving sales, revenue for the production and trade.
The development of online sales form will be surely succeed, effective for the
company, contributing to promote souvenirs, handicrafts products of Vietnam
in the Vietnam market and on the World world.