xây dựng kế hoạch phát triển kinh doanh sản phẩm online đồ thủ công mỹ nghệ ra thị trường quốc tế e

Xây dựng kế hoạch phát triển kinh doanh sản phẩm Online đồ thủ
công mỹ nghệ ra thị trường Quốc tế

Part I: Market Research
I.

Vietnam Tourism:

Vietnam gathers full of factors to enhance tourism to become a spearhead economy.
With the potential of diversified tourism, Vietnam is the famous destination in the
world
In 2008, Vietnam welcomed 4,218 foreign visitors, this figure in 2009 was at 3,8
million tourists, decreasing 11% compared to the previous year. Tourism revenue of
Vietnam reached from 68,000 billion dong to 70,000 billion dong in 2009.
According to figures of early 5 months in 2011 from the General Statistic office of
Vietnam, international visitors to Vietnam achieved over 2,5 million passengers,
increasing 18 % in comparison with the same period last year, reaching 47% of the
plan in 2011
In which the number of tourists in purpose of travelling is approximate 1,5 million,
going up to 10,2%; one in purpose of business is 418,9 thousand, dropping 0,8%;
442,4 thousand people for visiting relatives, rising 81,4%.
The number of tourists to Vietnam from some countries and territories in the world
rose compared to the same period last year. Some of which are: China with 546,9
thousand visitors (increase 49,6%); Korea with 222,4 thousand visitors (increase
2,5%); Japan with 204,2 thousand visitors (increase 12,8%)…
The amount of guests from the U.S, Cambodia, Taiwan, Malaysia, France, and
Australia…has a dramatic rise
According to prediction of Vietnam National Administration of Tourism, Vietnam
tourism will attract 7-8 million international visitors, 32-35 million domestic tourists in
2015 and 11-12 million international visitors, 45-48 million domestic tourists in 2020.
Revenue will reach 18-19 billion USD in 2020, contributing 8% GDP.

Fig 2: International Visitors to Vietnam
in 2010 compared to 2009 (Source:

gos.gov.vn)

II.

Vietnam souvenir products:

There are many souvenir shops for tourists in the old towns. However,
finding/looking for some things which are beautiful and have the feature of Hanoi
culture is so difficult. That is why few tourists come to Vietnam while many handicraft
villages of Hanoi face many difficulties because of no output
Coming to Hanoi, tourists, esp. foreign tourists are always attracted by the old
towns. This area is also a paradise of souvenir. Many products of traditional craft
villages are displayed around towns, chiefly in area/streets which has/have many
hotels for foreigners, such as Dao Duy Tu st, Hang Buom st, Hang Bac st, Hang Gai st,
Hang Trong st, etc…Lacquer furniture, bamboo products, ceramics, embroidery…are
very popular here. However, to choose/choosing one thing special and (its appearance)
specifically reflects Vietnam culture is not easy
In fact, tourists are interested in buying some souvenir to memorize their trip. They
also are fascinated with Vietnam’s handicraft products. However, when a lot of tourists
visit a series of handicraft store in Hanoi, they mainly window-shop here. The
souvenir in Hanoi market can be divided into 2 types: for using and for displaying. In
the first type, quality and design of items for using are concerned. Many kinds of
embroidered bags and silk shirts are a typical example. There are a lot of silk products
but theirs design is miserable. In addition, they are not resistant. Therefore, after
washing some times, they become fading. T-shirts with Vietnam’s flag and with

slogans “I love Vietnam”, “I love Pho”…have low quality. In the second type, tourists


don’t regret paying much money for displaying beautiful items but many people are
disappointed with these items. Japanese visitors are fascinated with lacquer furniture.
However, lacquer furniture is used primarily in low-quality paint, so many Japanese
reject such items
According to most reviews, foreign tourists are interested in buying the handicraft
items as gifts but taste of tourists from each country is different. However, because the
producers don’t have a thorough grasp of needs and tastes of each customer group, no
products is suitable. Therefore, they just window-shop without buying. Demand on art
products for tourism is different from normal products. For example, one of the typical
items for Vietnam culture is a wooden statue which shaped a girl with a traditional
conical hat and long-silk was displayed at many souvenir shops but these statues
weren’t consumed much. This is because they are so…bulky. Similarly, water puppets
which are the feature of Vietnam culture are notable but tourists only stop to take a
photo. The producers did not think about the factor when having a long trip, tourists
must bring their personal items. It is very inconvenient for them to carry the bulky and
fragile souvenirs. Thus, choosing a few items was difficult, not to mention the fact that
they buy some items as gifts for friends. During the ceremony of announcing the
stimulus tourism plan in 2010, Director of Tourism (VNAT), Vu The Binh, gave a sad
figure on spending for the procurement of international visitors: In the total cost for a
trip to Vietnam, visitors only reserved from 10 to 15% for purchase costs. This figure
in Thailand fluctuated around 50-55%. Besides, the average expenditure per tourist
who arrives in Vietnam is lower than other countries in the region. Unattractive
souvenirs are one of those causes.

Part II: Company introduction

I.

About company:
 Name: Paint My Vietnam
 Product: Self-painted oil painting
 Contact: Ly Thuong Kiet St., Hoan Kiem Dist., Hanoi, Vietnam
 Tel: (+84) 912919991
 Bank Account:
o Account name: Dương Hà My
o Account number: 0011001703474
o Vietcombank – Head Office 198 Tran Quang Khai St, Hoan Kiem Dist,
Hanoi
 Email:
 Website: www.paintmyvietnam.com

II. Business lines and Product:
1. Business Ideas:
Everybody often thinks that painting is only for people who are skilled and
talented. Now, it’s not true. Because of the science and technology development,
everything is possible
A product named “Paint by number” which has released from the US recently is
one of various examples. The famous artistic works by modern technology have been
"digitized" their color and you can draw by using that numbers. An oil-painting work
includes 39 colors which are remarked on the paintings, printed in the canvas blearly
and prepared 39 boxes corresponding color. And the remaining tasks is taking the
brush (also supplied with the product) and painting the picture easily and accurately.
Now everybody can own the famous works with the feature of Vietnam as the
painting "Girl on the lily" of the artist To Ngoc Van or the famous painting “Street” of
the artist Bui Xuan Phai. However, these paintings are made by themselves to decorate
their houses or become a unique gift for relatives and friends.

By assessing the souvenirs market of Vietnam, we realize that the gift market
basically hasn’t had diverse products. Furthermore, in analyzing of tastes of customers,
for example in Europe, the art is rooted in them, they like the products with the
cultural depth. Japanese people prefer the natural products, crafts because they have a
bustling life in most of large cities, they do not have time to make products by hand.
American people usually prefer these useful products. Thus, we bring our own idea of
self-painted oil painting.
Our products are aimed at landscapes self-painted oil painting and Vietnamese
people, daily scenes, the typical flowers, or the works of famous artists in Vietnam.
This is not a new technology in the world, yet has not been applied in Vietnam.
Market has also digitized paintings so, however, theirs content is just about the worldfamous paintings, objects or landscapes ... Digitizing paintings which have full of
Vietnamese’s style, on the one hand, contributed the souvenir market to a handy and
light product which can be stored in the briefcase. On the other hand, it also helps us to
have a relaxing moment by drawing and have time to recall ourselves to paint that
lovely gift from Vietnam.
2. Products:
Our products are aimed at landscapes self-painted oil painting and Vietnamese
people, daily scenes, the typical flowers, or the works of famous artists in Vietnam.
Digitizing paintings are the works to be digitized and printed on translucent fabric
under the symbol chart form, suite of products including the frame, 2 quill, colour box.


Part III: Marketing Strategy:

I.

Competitors Analysis:

The product

Sources

Sales

China

Internet

from China

Product

Price

Note

Only models

100.000 –

There are no typical

by genre

700.000 VNĐ,

patternsin Vietnam

paintings of

depending on size

Poor colour quality

flower,
landscape, the
world famous
paintings
The fake
painting

Vietnam

The store in

Copy picture

500.000 –

Nguyen Thai

from the world

5.000.000 VNĐ,

Hoc St.

or vietnamese

depending on

Trang Tien

painting

quality and subje,

St, ….

II.

…

Market segmentation and Target market
1. Market segmentation

Diversified products
Product is not finely


China’s growing market share of commodities in low-level segment and the
average level. 70% of handicrafts and decorative low level in Vietnam is a market of
China, and 40% similar products crafts and ornaments found in the segment average
are China product. Because of Chinese goods in low - average segments are very
competitive; it is difficult for Vietnam's goods competitive.
Focus on developing niche high and senior high will bring competitive advantage
much better, although the number of sales may not be high.
2. Target market

The first time will target in Hanoi market. Reason:
•

Number of tourists in Hanoi very large.

•

Demand of home decoration in Hanoi began to rise in recent years.
3. Market size:
• Large number of tourists

Potential, reason:

• Expenses for decorative purpose increased

III.

SWOT:
•

The price level for
Chinese products

•

Good Quanlity

•

Product-specific Vietnam

carring the symbol of

culture

Vietnam

Strengths
•

Appearing first in

•

•

Only the products

Weaknesses

No sale experience and
good service

Vietnam
•

No advertising,
promotion overall

Opportunities

•

Large mumber of tourists

•

Many Chinese products

•

The demand for sovenirs,

•

The products from

decorations increase

China, competitive price
and quality is slowly

Threats


•

Contributing to the

improving

diversity of symbolic
souvenirs of Vietnam

•

Appearance of the
products copied

IV.

Marketing Objectives and strategies
1. Marketing objectives:

 Bring products to market penetration
 Make a breakthrough in the aesthetic perception of customers about the
product line is drawn oil painting
 Successful product positioning in the customers mind
2. Marketing strategies:

a. Categories:
Subjects

Landcapes, flower,
Vietnamese lady, ...

Raw products
Size
Picture

10x15cm; 20x30cm;
30x40cm; .....

Complete picture

The product is carefully boxed, beautiful packaging. Suite of products including
the frame (painting cloth material was covered recess, but if the tourists can take off
the frame) + 2 quill + oil paint box.

b. Price
Price is based on the calculation of raw marterials, labor, tax, other expenses, …


1) Size : 10 x 15 (frame + easel): 59.000 VNĐ
2) 20 x 20 (frame) : 145.000 VNĐ
3) 20 x 30(frame) : 204.000 VNĐ
4) 30x30(frame) : 232.000 VNĐ
5) 30 x 40 (frame): 291.000 VNĐ
6) 40 x 40 (frame): 336.000 VNĐ
7) 40 x50 (frame): 376.000 VNĐ
8) 40 x 120 cm (no frame) : 480.000 VNĐ
9) 30 x 50 cm : 330.000 VNĐ
10)50 x 80 cm (frame): 560.000 VNĐ
11)60 x 60 cm (frame): 520.000 VNĐ
12)60 x 80 cm (frame): 628.000 VNĐ
13)60 x 90 cm (frame): 653.000 VNĐ
14)60 x 120 cm (no frame) : 750.000 VNĐ
Price does not include freight. In the first time will consider free shipping to
customers
c. Distribution policy: Distributed by the website

Build a website introducing the company product: www.paintmyvietnam.com
Website content:
A. Home

 Introduction self-painted oil painting
 Painting instructions (use multiple image for instruction)
B. About us
 History (Business Ideas)
 Distribution channels


C. Product
 Source
 Products:
• Raw painting (use vivid images)
• Pictures
D. Payment method and Shipping
E. Contact

F. Customer support:
 Answes customer question through email, telephone
 Having tried products to customers
 Customer support if the product is damaged, do not use colored paper, fabric
color fading, ...
 Guide customers to use products
 Support if customers want to see the direct product
The purpose of the Website:
 The Channel helpful information about the product: Provides detailed
information on sample pictures, product pictures, origin...
 A tool to make Internet advertising

 Update and announce new products, or price
 The tools of electronic commerce

d. Other forms of promotion and business support:
1. Advertising
 Advertising on Internet
• In the Website Search: such www.google.com, www.yahoo.com


• In other website: Registration for membership of tourism website, the website
promote the Vietnamese culture, the website introduces a sovernir gift, forum
for Vietnam overseas people, website for furniture decoration…
 Magazine advertising: Heritage8 Newspapers, magazines, travel...
2. Sales promotion
 Sales through the website
 Sales through the domestic and international forums
 Signed shipper in the sovernir shop (with separate pricing for the sign shop to
send)
 Display products in store
 Ways to stimulate customers:
 10% discount for the first product
 Free tensile frame and framed for customer (for small size)
 Gifts giving customers buy large quantities
3. PR:
 Participate actively in local cultural events, exhibitions and fairs.
 Funded programs, community volunteers are numerous people to know.