KẾ HOẠCH MARKETING sản XUẤT HÀNG THỦ CÔNG mỹ NGHỆ mây TRE lá vào THỊ TRƯỜNG NHẬT bản e

KẾ HOẠCH MARKETING SẢN XUẤT HÀNG THỦ CÔNG MỸ NGHỆ MÂY
TRE LÁ VÀO THỊ TRƯỜNG NHẬT BẢN

COMPANY IS PRODUCING RATTAN BAMBOO HANDICRAFT. WE ARE
PLANNING TO ENTER JAPANESE MARKET.

I/ Introduction
Now, our economic is integrating to world economic and area. Exporting,
foreigner investigation and looking for foreigner market of Vietnamese company
is developing


Japan is the third biggest economic country regarding GDP who has power
in world economic. Now, Japan is only behind America and China.
Nowadays, Japan is one of Vietnam partner in economic. Therefore, in
order to be successful in negotiation, we have to learn about negotiation style of
Japanese company
This is a challenge chance for our company while we are planning to
export rattan bamboo handicrafts to Japan.

II/ Content
A/ Japanese negotiation style
1. Respect ritual and hierarchical
Japanese is polite all the time so that they don’t make partner confused. But
behind the polite is the true negotiation style “I win, you lose” – typical of
accidental Japanese
2. Negotiation is a battle
To Japanese, negotiation is a won or lose battle. Otherwise, they follow “hard”
negotiated strategy. In negotiation, they do not show their action immediately,
but they use very ingenious all the documents to solve their disadvantage
problem.

3. Avoid conflict by compromise
Japanese dislikes debating their opponent face to face when negotiating. They
will not comment if they think they are right while their partner still debate. They
avoid conflict by compromise, cluster, no more action if they do not think the
problem clearly yet.
4. Learn clearly partner before negotiation.
Their point is “learn clearly the partner first and negotiate after” but “negotiate
first, learn partner later”. They learn not only all information of their partner but
also investigate all the partners of opponent. For Japanese company, learning


clearly who is their partner and cooperating with them is the most important. To
them, this point can help them to win in the negotiation.
5. Control partner schedule
Japanese company tries to control all their partner schedule when the partner
comes to Japan for negotiation so that they can prolong the negotiation. Beside
that, they also use “do not come back without nothing” psychology of foreigner
company in order to put their partner in disadvantage situation.
6. Use their partner weakness
The most important point of Japanese company is using their partner weakness.
They always show their humility to their partner, but they have a lot of
preparation, so it is difficult to deal. Their attitude is very polite, hospitality. As
usual, they will wait their partners tell them all things and they will ask later. In
negotiation, they are silent in long time, it makes their partner feel that they are
asleep, but it is not polite or concentration to the negotiation because this is
Japanese traditional behavior. They need time to think of the problem.

B/ Typical of Japanese Cultrure Company
1. Decentralization is “class”
Japanese thought is highly appreciate Ceremony – Credit – Shaman– Clairvoyant

– Humanity. Till now, although it has a little change, this spirit still is strong in
social relationship and Japanese organization: hierarchy “Mother and children
companies”, Headquarter and brands – superior relationship and subordinate
relationship, “first class and after class” customer and sale person.
2. Language
Japanese has a little vowel, consonant always put before vowel. In Japanese,
foreigner words have a lot in Kanji and Katakana. Regarding this point, Japanese
is always careful when they say, show their point. Though their implicit attitude,
and nonverbal expression, expressing themselves can be improved to fill in the
defect of Japanese. Therefore, understanding Japanese, we have to combine what


they say, express and understand their character.
3. For people spirit
Japanese is highly appreciate labor, close to their company than their family,
sacrifice everything for success of company. Competition and cooperation always
is on same street.
4. Business philosophy
Though business philosophy, they honor a mainstream value to determine the
background of development, cooperate everybody and let the customer know
clearly about company. Moreover, Japanese business man sense the socialization
in production and business, so business philosophy is the meaning of business
brand and identity.
5. Relationship base on Emotion
Both two sides can give the decision base on emotional and reasonable for both.
The regulation of law or regulation of company is edited sketchy and more
flexible, but there is no abuse.
6. Flexible in human treatment
Japanese has an unwritten regular for reprimand and critics:
- The person who reprimand is prestige and everybody respect.

- Do not reprimand arbitrary, miscellaneous.
- Reprimand in harmony atmosphere and no confrontation
7. Improve positive character of staff
Almost Japanese company refer human is the most precious resources and the
most important motivation which can make additional value and sustainable
development of company
8. Organize production and business actively and unique.
Modern business spirit put market in center, everything is derived from and
toward customer. Japanese business man is highly appreciated the quality of


satisfaction customer, commitment, before market and cooperate smoothly
benefit and improvement.
9.Company is social
This point is showed base on below aspect:
- Every member cooperate together base on sharing and responsible attitude via
power system.
- Organization is destiny ship and public house.
- The things what you work for organization is more important than who you are.
- The career of staff is attached into the success of company.
- Staff works for company, think for company, glad and sad with the downs of
company.
10. Training and using people
- Companies put the training and using people in the center when planning
business strategy.
- Companies care of this point very early and regularly.
- Companies usually have association and scholarship fund for students who are
learning in the departments of which they care. Form of training is variety, but
focusing on internal form which is more useful and helpful.
- Rotation staff and internal promotion is very popular. This way make all

generations in company can understand, help together and give to everybody a
chance in career in company.
11. Relationship in business: respect name card.
The beginning of meeting is formal name cards exchange. When receiving name
card, receiver must use 2 hands to get, see and read very careful and loud all the
content inside. Next, they put the name card in name card box or put it on the
table in front of their face in order to repeat in case of need. They never put the
name cards in pocket because this action is known no respect. Name cards


exchange is known to show the respect to partner. It show off you are highly
appreciate the current and future meeting as well.

C/ MARKETING PLAN: Marketing mix (7Ps)
1.Product: Rattan and bamboo handicraft

The design of product
Mr. Takata is the top expert in designing in Japan who was elected to come
to Vietnam by AJC. He has some comment that Vietnamese material and products
is rich and labor is cheap so that Vietnamese products can be rich and
competitive prices. However, Vietnamese products did not export to Japan as
much as expect because of quality and design.
The biggest problem of Vietnamese handicraft is still design. Now,
Japanese have to live in small apartment. So, they cannot buy big decorating
products. Moreover, Japanese has friendly life with environment, but Vietnamese
handicraft is decorated with many colors. Products must be attractive and have
additional value – beside of using value, it should be include the unique, rare,
decorating value. Almost foreigners, especially Japanese, like handicraft.
In order to overcome weakness, we diversify design, products and choose
suitable color for Japanese preferences.

Quality
Products are committed quality and friendly to environment, no effect to
heath of consumer and no poisonous.


2.Price:
Japanese think that “cheap is less quality”, they can pay high for good
quality products.
For gift products and handicraft from rattan and bamboo, the people buy
not only use but also for decorating. Enter Japanese market with competitive
price is not enough. Difference form normal gift, decorating products is high level
for high class, so unique and quality product is advantage and we decide the give
a high price for these products.
3.Place:
Distribution system is closely cooperate to distributors.
Japan has a big retail, one of the biggest in the world, which is separated in
many kinds: advanced supermarket, small supermarket, general supermarket,
shopping center for people in area, special shop, remote delivery shop, selling
online shop. Therefore, companies use all distribution channel deeply so that
these handicrafts can be adapted people need in Japan.
4.Promotion:
Exhibition in Japan is very important to look for customer and confirm the
regular and stability for old customer. However, exhibition in Japan is so
expensive and displayed goods have to be chosen with unity both sides in order
to avoid break the design commitment .
Design website in Japanese.
5.People:
- Customer
Japanese highly respect Credit and courtesy. Beside that, business in Japan
should care of environment problem. Shop continuous improving packaging in

order to be simple, beautiful and the packaging can be recycled.


Company should learn more about Japanese consumption behavior, need
of market and the way to approach and do the business in Japan… Japanese
consumers always care 3 factors:
• What products made of
• The method for production
• The tradition of products
In which, the third factor is the most important for Japanese because they always
ask the soul for products. The products should be showed mind and thinking of
labor and brought unique for consumer. In order to dominate the market,
company should concentrate for quality of products to adapt Japanese
preferences and useful in everyday life.
- Staff
We have to plan to train our designers know much more Japanese products
and market. Beside that, we should cooperate to Japanese designer to design
suitable products so that Japanese can receive products easily.
6.Physical Evidence:
The situation of exporting of rattan, bamboo handicrafts of ten month
2010 (Internet data)
Rattan, bamboo and sedge carpets got 183 millions USD in comparison
same period in 2009, increasing 14.86%. Got 0.28% in total exporting turnover.
Continuous leading turnover from September, October. In November,
America is still the mainly market for these products with turnover 3.3 millions
USD, increasing 29.68% in comparison October. Total turnover of 11 months is
29.8 millions USD, increasing 33.48% in comparison same period in 2009, got
16.3% in total turnover.

Japan is the second for importing turnover of rattan, bamboo and sedge
carpets. The turnover of November is 2.3 millions USD, increasing 14.11% in
comparison October. The total turnover of 11 months 2010 is 26.9 millions USD,
increasing 16.91% in same period of last year.
There are a lot of rattan, bamboo handicrafts showrooms in local, almost
tourists like to buy there.
7.Process:
- Must keep Credit, keep promise although having anything happen in order to
make impression in first meeting or first transaction.
- Information exchange, negotiation is very long and very careful, working is very
machinery. Although company is trading company in major, Japanese customers
need to come to your factory or your partner factory in order to see your
organization, production capacity. However, when doing business, almost
Japanese companies are stable and loyal to partner.
- Trial order with small quantity is so long. Sometimes, after some trial order,
Vietnamese company is not persistent enough to follow and server not
enthusiastic. So, they will loose potential customers in future.

III. Conclusion
 The advantages of the handicraft industry in Vietnam
Production and export of handicrafts has will been the key business
tendency of several villages and companies of Vietnam because:
- First, this business has huge potential, and our country has an
advantageous interior resources such as: large craftsmen, who have familiar
lines of labor, high skill and traditional experience for hundreds of years, low
labor costs,… Compare to other sectors, handicrafts is less competitive.
- Second, this is open investment, no large and no concentrative investment.
At the moment, there are small and scattering productions.

- Third, this is an highly effective investment. Capital for investment
comparing to other sectors is small , margin is high, the foreign currency
earned entirely for domestic use.
- Fourth, this is business having high social significance, making jobs and
income for thousands of people, helping to change the face of rural Vietnam
and earning foreign currency for the country. Beside, this also is the field
that the state party concerned to facilitate and invest with many privileges.
- Fifth, each of handmade products are contained profound artistic, cultural
traditions of Vietnam.
 The disadvantages when entering Japanese market
- Access to the Japanese market of Vietnam enterprises are limited, lack of
information on market demand, preferences of customers that the business
oriented. According to Ken Ara-ka-wa, representatives of trade promotion
organizations in Vietnam, Japan (JETRO), Japan is not difficult markets,
Vietnamese is not to find out the needs and tastes of Japanese consumers
only.
- The small and fragmented, lack of concentration of the production facilities
... lead to miss the big orders, quality of goods is not stable.
- Training human resource and labor management still face many
limitations. There is a fact that many enterprises do not worry about losing
customers by the loss of familiar lines of labor, skilled workers. Because
almost of workers are not knowledge, train hard. Skilled labor, after a
period of work, accumulated experience to find new jobs with higher
incomes despite of little higher.
- Unplanned exploitation of material makes the interior one to became
exhausted and scare.
- Oil price rise to make serial accessory items rising. They include adhesives,
additives, chemicals, bamboo, rattan, wages paid to employees... It pushes
production costs up, making the difficult business of consumer products. If

goods are received, easy loss. If not received, will not solve employment for
thousands of manual labors./.