1. MIGHTYFINEDONUTS
Group 9
(Troy Braendel, Abdul-Malik King, Linh Nguyen, Nolan Pike, Holden Snyder)

2. MIGHTY
FINE
DONUTS
- Since 1967
- 2612 Parade St., Erie PA
- Owner & President: Glenn K.
Brigaman
- Products: donuts, bakery
items, dairy and coffee
- Open 24/7

3. Why go
Abroad

4. Selection of
Market
China
South Korea
Vietnam

5. VIETNAM

6. Demographics
Population: 93,421,835
Young
Urban

7. Technological
Environment
IT Infrastructure
Cell phone users
Internet subscription
Ministry of Information &
Communications

8. Economic
Environment
Socialist-oriented market economy
$510.7 Billion GDP ( 6% growth )
Low Income
Vietnam Dong (1 USD = 22,300 VND)

9. Sociocultural
Environment
Confucianism
Transportation by motorcycle/scooter
Business based on relationships and values
recommendations of elders
Business negotiation involves socializing and
drinking

10. Natural
Environment Southeast Asia
Tropical climate
Hot summer months

11. Competitive
Environment
INTERNATIONAL BRANDS DOMESTIC BRANDS

12. Legal
Environment
Bureaucracy
Business registration & Company Seal
Bribery
Low transparency, nepotism, & little
protection rights --- but improving!

13. Marketing Strategy

14. STP
Segmentation:
● Geography
● Demography
● Sociology
● Psycholography
Targeting:
● Age: 15-35
● Urban areas
● Fast paced lifestyle, career driven individuals
Positioning
● Quick and convenient service
● Relax environment

15. Product
Adjustments for the market:
Adapting to local tastes and
preferences
Packaging
Store design, rename the
brand, slogan.

16. - Erie’s Donuts
- Slogan: “The mighty fine donuts of Pennsylvania”
- Colors: blue and pink

17. Promotion Social Media
Cohesive Messaging
Celebrity endorsement
Rewards based incentives

18. Pricing
Strategy
Market pricing
Higher than US prices
Vietnamese delicacy!

19. Distribution Multiple Locations
○ Business areas
○ College campus
○ Shopping malls
Explore delivery possibilities

20. Entry mode
Initially, directly open stores,
retaining full ownership.
As the brand becomes
recognized and valuable, open
new locations under the
franchise model.

21. Profitability
Projection
- Break even in 2 years
- Costs incurred: rental,
marketing, staffing, expanding.
- Estimated revenues (first
year): $1 million

22. Future
Expansion
More stores in the current city
To the other cities in different
regions of Vietnam
To neighboring countries

23. Seeking for
help
FINANCIAL ADVISING