xây dựng chiến lược marketing online bán hang trực tuyến cho cty cổ phần đầu tư thương mại và xuất nhập khẩu VINA LINEN e

Xây dựng chiến lược Marketing online bán hang trực tuyến cho Cty cổ
phần Đầu tư Thương mại và Xuất nhập khẩu VINA LINEN
Contents
1. General introduction
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Enterprise introduction:
o Form: Joint –stock company
o Name of company: VINA LINEN Import-export and Commercial
Investment Joint-stock Company – founded in 2009

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Main business products: hand-made embroideries have come up to the standard of
exporting to EU- European Union market and USA to orders (products are made
following customers’ design) and Vina Linen has exported successfully into a lot
of markets namely: USA, England, France, Australia, Singapore, Brazil….

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Production process: These products are produced at production workshop at the
traditional embroidery villages in Ninh Binh and Ha Tay provinces. After
receiving catalogues of samples from foreign customers, groups of skillful
craftsmen will take responsibility for

each production phrase of a product;

consisting of following groups: team of designing and creating products,
embroidery team, sewing group, group of laundering and finishing the product.
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Product: A group of products are created to orders of customers and others are
made by company’s design and supplying directly customers.

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Business model:
o Wholesales: receiving orders directly from foreign retailing
company and to mass-produce to orders of other companies,
supermarkets, designers and they will sell these products to
customers.
o Retail: providing available products to small customers or making a
production to customers’ orders.

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o In 2010, Vina Linen has started to self-design some embroidery
models such as: table-cloths, napkins, wall carpets, pillow covers
and conduct an advertisement on company’s website; parallel to
send samples for partners to evaluate. However, through the initial
survey and partners’ feedbacks, the designs of Vietnam have yet not
met the aesthetic needs of customers in Europe and America, so we
are not able to succeed in the future. So that Vina will still continue
to concentrate on the following method: Production units that make
embroidery products to available designs for foreign partners must
commit about the highest quality to ensure prestige. Vina Linen
hope to become an international brand about making leading
exported embroideries of Vietnam within five years.

2. Marketing plan:

2.1 Analyze market
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Vina Linen was established based on advice of the friends, who are the importers
in Italia and France. The founders have worked at French Embassy in Vietnam.
Achitech designing company of France has attended courses of artistic culture
about 3 months in Italia. These friends want to look for embroidery products to
give their international partners in the transaction, get a lot of difficulties in
finding beautiful embroideries, which meeting export standards and reasonable
price. Although they also made research souvenirs shops at large streets in Hanoi
and in provinces with famous embroidery villages such as Ha Tay and Hue, they
could find a satisfactory product. The main reason is not price and quality; that is
due to traditional models unsuitable with culture and style of European people.
Moreover, these products do not have high usage value. So they often buy one or
two items as souvenirs, they have no intention of buying in bulk to supply for
whole market (consisting of people that do not travel to Vietnam)

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This motivates them to have first intention of establishing an enterprise that
exports embroideries and make following to samples and orders from foreign
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markets. Embroidery products that consist of: curtains, napkins, tablecloths, wall
paintings….will be distributed by famous retailers and sold in high-grade
furniture supermarkets in EU and USA. After making some other market
researches such as:

raw material sources, manufacturers, exporters, quality

examined units, banking loans have promoted the intention of Vina Linen’s
foundation next three months.
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Analyze SWOT (Strength– weaknesses – opportunities – threats) of

artistic

embroideries market in Vietnam:
Strengths
o Embroideries express an embroiderer’s sophistication, presently there are not
much traditional embroidery villages all over the world.
o Product’s price is suitable with consumers because of low labor cost.
o Embroideries are usually high-grade products and less affected by economic
crisis. ( Vina Linen company was founded in May 2009 in the period of the
world economic crisis; in the same year 2009 company has signed a longterm production contract with a company in USA and a store in France)
o Embroideries are mass-produced, customers have to buy big amount of
products to use daily. For example: customers only buy one or two embroidery
paintings to decorate the house, but they can buy two or three sets of
tablecloth and 6-10 napkins and trays; some blanket covers, pillow
covers….they have a trend to buy above products at the same suppliers at the
same time with synchronous designs on styles, colors and materials
o Product’s size depends on each market, however some products have the
common size such as beds, tables…so embroideries also have a common size,
customers are able to buy a lot as gifts without worrying about size errors,
outmoded fashion.
o Product does not have expired dates and affect to environment like other
traditional villages in Vietnam.
o Sipping cost of embroideries is not particular as a number of hand-made

products especially embroideries are cumbersome like lacquer, bamboo and
rattan products and not too heavy like ceramics.
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o Vina Linen’s business has focused on “intermediary commerce” and
transaction to foreign partners by telephone, mail, web...so enterprise should
apply online business form that is more effective and contribute to reduce the
product’s cost. The investment of expending offices and product introducing
shops will be implemented when enterprise’s sale turnover has reached about
4.000.000USD/per year.
Weaknesses:
o As said above, if we don’t know how to use foreign designs,

although

embroideries of Vietnam have good quality, they are not able to meet
customers’ taste that only have a value as souvenir and do not a high usage
value.
o The domestic suppliers do not have capabilities to catch demands, new
models, and market’s fluctuation trend. In the past, evaluation of the market is
usually implemented by small channels such as overseas Vietnamese....so it
can not reflect real situation.
o Marketing staffs in Vietnam are not good at foreign language and
unselfconfident in communication. Furthermore, they have no chances to
make a practical survey, so they can not create prestige with foreign partners.
Generally, importers are short of professional working style and financial
resources and clear, specific and long-term orientation. If enterprises do not
conduct advertisement program, marketing form, trade fairs and advertise
widely on the international market, embroideries products of Vietnam will be

only “potential products”
o

“Intermediary commerce” partners of Vina Linen next time will be
competed by direct manufacturers in the craft villages. They will imitate
the models designed by Vina Linen (or they change slightly on models) to
mass-produce, then they will export directly to other partners. This is also
biggest risk that foreign partners have warned Vina Linen. Even though,
Vina Linen has registered protection rights for products at Intellectual
Property National Office if Vietnam, above facts can not certainly avoid
because, presently the problem of product protection rights in Vietnam is
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not really valued. Moreover, Vina Linen has no intention of spending a lot
of time and money to solve the issues related to copyrights.
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Customers: Embroidery products are high-grade products, so customers are
people that have high income or these products are often exported and distributed
enclosed high-level furniture such as beds, wardrobes, desks, chairs, shelves.......

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Competitors: in domestic and in the world

o Domestic: Being manufacturers and exporters of items, Vina Linen has good
advantages including: staffs are good at foreign language, have capability to
communicate directly with customers, have professional working styles to answer all
customers’ questions quickly within a day.

o In the world: There are some countries producing hand-made embroideries in the
world such as: India, Portugal, Italy, Spain, and China. Except from China, those
countries has higher labor cost than Vietnam, so product price is higher. China can
offer lower labor cost but their products (both hand-made embroidery and machine –
made embroidery) seem to be “low grade”. Moreover hand-embroidered technique of
China is not as good as some regions in Vietnam (Vina Linen has two big customers:
China and Taiwan)
2.2 Marketing plan
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Marketing on e-commerce business of Vina Linen has two website for
advertisement.
o Foundation website: www.vinalinen.com. This website help company
have sale orders with parters are stores, designers who distribute to
customers
o Retail website: www.vinadecoration.com. This website provides retailing
form following to e-commerce model. This retail website has been
conceived for a long time and conducted and put into usage in the future.

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Select and use models, marketing tools in e-commerce marketing:

o Send email to introduce company and product to partners: look for customers,
potential partners through websites related to hand –made embroidery products
- Communication programs, online advertisement
o Advertise on google ( is applied for retail website www.vinadecoration.com)
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o website www.vinadecoration.com is retailing website, so beside online
advertisement, a link will be sent and introduced directly to Embassies in
Hanoi and consulates in Ho Chi Minh city, foreign enterprises in Vietnam,
they are main potential customers (founder of Vina Linen has a lot of friends
at embassies)
o Take part in as a member of Vietnam’s craft village to have many
opportunities to interact with other partners all over the world.
o Have intention of attending some fairs in the world.
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Some problems of online business methods: sale, delivery, payment…..
o Sale:
 Contact by telephone, email and directly contact through website;
 Domestic customers will be made out a selling invoice, foreign customers
will be made out exporting invoice;
 Selling price doesn’t include shipping charges

o Delivery :

 Customers in Hanoi will be delivered directly to increase direct contact to
customers and research about customer’s feedbacks with company and
product;
 Customers at provinces and cities nationwide will be delivered goods through
express delivery at home;
 Overseas customers will be delivered by postal delivery and through
international express companies such as: FedEx, TNT, PUS….
 Customers must pay all delivery costs
o Payment: Pay in cash to Hanoi customers if they require, or through company’s
account, or by PayPal
3. Conclusion

After two years, enterprise applies the online business form (without shops), Vina
Linen has achieved some initial results.
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Advantages:
To apply new and modern business forms (export abroad through online
business form) with traditional products has brought to Vina Linen interesting
experiences.
Company has a lot of advantages because staffs use foreign language
proficiently so it has attracted some customers after being founded.
Online business form really brought high effect for exporting embroidery
products (but with small scale). Reasonable expenditure, small invested
capital, high quality labours cost is low, indirect labour force is small
(company only has four official members), the office cost is zero (such as
office is located at private house), company does not depend on bank loan
has brought the growth in revenue and profits for Vina Linen in the past time.
Business form of Vina Linen is not affected by economic recession at home
and abroad.
Create a lot of stable jobs with fairly high income for about 100 workers.
This is pride of company’s whole staffs and workers
Disadvantages:
The company also has difficulties namely: customers make slow payment
over progress, contract.
Other important issue is product quality: Although craftsmen are skillful, all
handicrafts are not able to get the same quality 100%, false stitch or dressstuds deviation means that this product is eliminated. Sometime we can not
find out this false in the quality examined process. It leads to one “disaster”
Vina Linen still depends on foreign partners such as: product model, a
number of orders, payment time….as presented above, Vina Linen has
attempted to design its own product model to be more active in proving

products, but it is not really successful. To depend on foreign partners as Vina
Linen is also common weakness of many handicrafts exporters in Vietnam
today.

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The issues of product copyright, pattern copying (as mentioned above),
working style of Vietnamese craftsmen are not professional (sick leave,
carelessness, strikes, unfaithfulness...), delivery time is not exact that are
indirect causes affecting to Vina Linen’s prestige.

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