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1. COMMUNICATION PLAN
Objectives
 Gain the customer’s confidence
 Sell 840 products for Phuong Trang company
For the next project, Phuong Trang company will be our consumer. The goal is sell 840
products for it. This company offers passenger cars, taxi, bus vehicles and light trucks.
Therefore, we will introduce them to the product line suitable for the type of vehicle.
Audiences
The representative of Supply Department of Phuong Trang company will directly meet
us to exchange views, discuss about pricing, product designs. We exchanged on last
weeks ago on request of Phuong Trang company. However it’s just the basic
requirements of the company. Next week we will meet in person to discuss in more
detail of requirements for products. Then we can exchanged via email to save time.
Messages
 Target audiences
Phuong Trang Company
 Concerns of target audiences :
_Safety
_Traffic flow, traffic efficiency
_Solve problems (abrasion, reducing durability)
_High speed vehicles
 Value Messages
Each vehicle must have specific type of wheel. Not only that, depending on the route,
different areas need different types of wheels. Unlike city center areas, for vehicles in
areas which have slippery or rough roads with sharp turns, wheels need to be more
specifically to meet the special requirements, thereby ensuring safety for passengers.
 Vision message
To meet the needs of customers, we need to analyze and understand which types of
products suitable for types of vehicle. If this plan is complete, not only settle for
satisfaction of customers but the company's reputation will be more well known, thereby
expanding opportunities for future contracts and improve the ability to compete with
other brands.

2. Opportunities and challenges
 Opportunities
First, Bridgestone company is from Japan - a country famous for high quality products,
modern, safety that make the customers are confident in the quality of the product
Second, the company employs over 140,000 people, operates 184 plants in 25 nations,
in over 150 Countries Markets products (About Bridgestone) and continually increase
the number of stores in each country. That gives the company the opportunity to
develop products in many markets. In Vietnam, The plant was built in Hai Phong city is
expected to reach a daily capacity of 10,000 tires by year-end, Bridgestone said, with
1,100 employees. Capacity should increase to 25,000 tires/day by the first half of 2016
and then nearly double to 49,000 tires/day by the second half of 2017 (Bridgestone's
Vietnam plant on stream, 2014). Through technological advances, Bridgestone will
design new tires that will be more effective, safe, and cost-efficient to meet the needs of
multiple classes of customers. This will contribute to solving the problem of the quantity
of goods, not only can promptly supply a large number of products for customer but
reduce transport costs , lower production costs, thus make more satisfied customers, for
Phuong Trang company on this plan and for companies in the region and other
neighboring countries.
 Challenges
However, Bridgestone’s disadvantage is the name of the company is still quite new in
Vietnam, compared to Kumho ( first factory was established in Vietnam in 1993),
Yokohama (first factory was established in Vietnam in 1997). Obviously number of
customers and people who know Bridgestone brand still cannot compare to other
corporations.
Communications Activities
 Gain the customers’s confidence
_ Introduce the Bridgestone’s history, reputation and previously customers who have
used company’s service and products.
_ Introduce the company's award (“Investment of the Year” award from Poland’s leading
economic publication, the Warsaw Business Journal.) (Bridgestone wins “Investment of
the Year” award in Poland, 2014)
_ Expressed thoughtful attitude, considerate, polite.
 Sell 840 products for Phuong Trang company
_ Find out what kind of products customers have used before
_ Understand the complaints of customer and disadvantages of product they’d used,
why they want to change?

3. _ Asking for customers permission to take a look their cars, buses, etc and talk about
the product / service they are using
_ Understanding the needs, desires of customer and special requirements for products
Product
According to customer’s requirement, we will supply 840 products for them including
212 tires for taxis, 156 tires for buses, 192 tires for light trucks and 280 tires for
passenger cars.
_ For taxis, we will introduce them CV 4000 for which have route in city’s center but for
those have route in areas which have slippery or rough roads with sharp turns, R623
with excellent riding comfort, improved overall performance, especially in wet and dry
conditions will more suitable.
_ Second, G580 will be good choice for buses.
_ Next, for light trucks will be R210 or R230.
_ With passenger cars, it will be R158, however for rough roads, they could choose
M840, the price might be more expensive but it’s the most suitable.
ACTION PLAN
Action Person
Responsible
Time Frame
Market survey, collecting information
(existing products on market,
companies, stores)
Marketing
department
First quarter
Marketing
_Online (website, social networking,
search engine marketing)
_Offline (newspaper, poster)
Marketing
department
Second quarter
Sharing information to approve
accounts
Sale department Second quarter
Opening invents relate to products Marketing + Sale Second quarter
Prepare document, idea for the plan
Making plan
Sale persons Third quarter

4. Financial forecast
The main raw material of tire is rubber and according to the Vietnam Rubber
Association (VRA), based on impact of the global market, Vietnam's rubber price
declined in the latter half of 2014. Because of weak demand, rubber’s price fell to their
lowest level in recent years. This will be advantages for tire industry’s development.
Moreover, according to Vietnam tire industry report, the total demand for auto tires in
the domestic market in 2014 was 5.054.000, VRA forecast that tire demand of Vietnam
grew an average of 5% per year and total demand for automobile tires will be 5.340.000
units in 2015. So in next years, the automotive industry will be fast growing industry.
About our company, automotive tire production capacity in Vietnam of Bridgestone last
year was 19% which is the highest in the domestic market and in the following year will
be 6.500.000, while Kumho is 6.300.000 and DRC is only about 1.140.000. (Khánh)
Bibliography
Bridgestonewins“Investmentof theYear” award in Poland.(2014, Oct 29). Retrieved2015,from
Bridgeston:http://www.bridgestone.eu/corporate/press-releases/2014/10/bridgestone-poland-
wins-award/
Bridgestone'sVietnamplanton stream.(2014, Oct 24). Retrieved2015, fromTire Business:
http://www.tirebusiness.com/article/20141024/NEWS/141029922/bridgestones-vietnam-plant-
on-stream
AboutBridgestone.(n.d.).Retrieved12015, fromBridgestone:
http://www.bridgestone.eu/corporate/corp/about-bridgestone/
Khánh,L. D. (n.d.). Báo Cáo Ngành SămLốp ViệtNam.RetrievedJan2015, fromBao VietSecurities:
https://www.google.com.vn/url?sa=t&rct=j&q=&esrc=s&source=web&cd=3&ved=0CCcQFjAC&u
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