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Marketing plan_Marketing quốc tế
- 2. List of members 1 Nguyen Thi Nguyet Anh 2 Nguyen Yen Hoai Anh 3 Dao Phuong Anh 4 Hoang Truc Ly 5 Đo Đinh Hieu Đan 6 Phung Thi Le Hang
- 3. Outline Introduction Culture analysis Economic analysis Market audit & competitive market analysis Preliminary marketing plan Summary 02 01 03 04 05 06
- 4. Introduction
- 5. Our Store Pha Lau ABC’s Store is a big store at 102 Vo Thi Sau, District 3, Ho Chi Minh City, Vietnam. Our store sells Vietnamese street food such as baked rice paper, mixed rice paper, tea, ... and our most special dish is Pha Lau.
- 6. Our Store • Type of business: Private company • Company's name: Pha Lau ABC's Store • Food business: Pha Lau • Address: SS2 Petaling Jaya, Kuala Lumpur, Malaysia Country: Malaysia
- 7. Our Vision In order to expand the business market, bring Pha Lau to all over the world; through a strong system and great people, serving the best food for the customer
- 8. Our Mission Offer reasonably priced quality food, served quickly, in attractive, clean surrounding, show to the world about Vietnam's culture • All ages, all gender, all class • People who like to enjoy Vietnam's food Segmentation
- 9. Culture Analysis Introduction Geographical Social insitutions Political Social Organizations Aesthetics Living conditions
- 10. General • Malaysia is one of the most multi- cultural countries in Southeast Asia. • Follow as native language, Malaysia is meant by "golden"
- 11. MalaysiaFlag • is symbol of love with their country • Crescent shape is symbol of Islam. • The 14 - pointed star & red and white stripes symbolize the solidarity of 14 states. • The yellow color symbolizes the royal family and the country's leaders.
- 12. Anthem "Negaraku" is the sound of love. The image of the Malaysian flag is always associated with the "Negaraku" line which means “This country of mine“ or “My country”. 01 02
- 14. DurianFruit • Is a fruit favored by Malay people and popularly traded in Malaysia • Considered the king of fruits • Is an important part for the development of this industry. n
- 15. Language • Official language: Bahasa Melayu • English, Mandarin, Tamil.
- 18. Geographical Malaysia is the 66th largest country by total land area, with a land area of 329,613 km2
- 19. Climate Climate change Vulnerability Map of Malaysia Monthly rainfall over Malaysia
- 20. Cultural Religion Islam is the state religion (about 60.4% of the population). Muslims live in the form of a big family. Muslim Malaysians do not eat pork & drink alcohol.
- 21. Clothing • Baju Kurung is the traditional costume of Muslim women. • Baju Melayu is a male traditional Malaysian costume • Malaysians often wear traditional costumes during holidays or prayers
- 22. Sport
- 23. & TEH TARIK TEA NASI LEMAK IKAN BAKAR SATAY ROTI CANAI Food
- 25. Population The population is concentrated on the West Coast of the Malay Peninsula. This area accounts for nearly 60%. Malaysian population is unevenly distributed, Sabah and Sarawak regions account for only about 23% of the total population.
- 27. Television • Astro is Malaysia's current only satellite television provider with 200 channels to choose • HyppTV by Unifi is one of Malaysia's IPTV provider. • ABNXcess is Malaysia's only cable television provider.
- 28. Radio • State-owned RTM, 34 radio channels nationwide. • Media Prima • Astro had 20 radio channels, of which 17 are Astro-branded radio stations, 9 of them are available via FM radio.a
- 29. There are over 30 newspapers and tabloids published mainly in Malay, English, Chinese and Tamil. The Star, New Straits Times, theSun, Berita Harian, Utusan Malaysia, Sin Chew Jit Poh and Nanyang Siang Pau. Newspaper
- 30. Social mediaSocial media • Social networking is the most popular online activity in Malaysia. • Spending 1/3 of the time . • With 46.9% of the population - more than 12 million Facebook users • Facebook the most 18 -24 with more than 4 million people.
- 31. Media costs Newspapers online The Star Online: 44.918.585 VND 8000 RM / week. Prints Advertising brochure: 1.000.000 VNĐ 178,10 MR Social Media Facebook: 186.000VNĐ 33 RM / day
- 32. Market audit, Competitve market analysis
- 33. Traditional Pha lau Product Drinks Pha lau With topping
- 34. • New dish in Malaysia Relative Advantage • Can eat with bread, noodles,… • Have to search for suitable materials Complexity • Ensure traditional flavor
- 35. Market
- 39. Sao Nam Vietnamese Cuisine Vinh City Entertainment TC035 3rd Floor Sungei Wang Plaza, Jalan Bukit Bintang Asian Style, Vietnam Style
- 40. Samira by Asian Terrace Lot 268, Sentul Park | off Jalan Ipoh, Kuala Lumpur 51100, Malaysia Thailand Style, Vietnam Style
- 41. Vietnam Cafe Food 35 Jalan Berangan | Ground Floor, Kuala Lumpur 50200, Malaysia Asian Style, Viet Nam Style
- 42. Preliminary Marketing Plan Target Market Segment SWOT Marketing Strategy Price determination
- 43. The Bureau of Statistics expects to reach 38.5 million people by 2040 Top 42 Young Population Three major cities over 1 million people Crowded urban population Accounting for 73.7% Increasing population trends businesses have the opportunity to invest in food service and brand development Target Market Segment
- 44. • Income level: USD 23,000/ person • Open the first store in Kuala Lumpur (Area of 243.65 m2) Target Market Segment
- 45. Target Market Segment Focus on segment from 21- 45 years old
- 47. Swot Analysis S WO T Strengths Weaknesses Threats Opportunities S1: abundant supply of on-site materials S2: suitable and similar tastes. S3: Stable human resources. S4: Clear plan line. S5: Favorite dishes of Vietnamese people. S6: Suitable for Southeast Asian tastes and cultures. S7: have been a number of Vietnamese businesses bringing Malay brands W1: Breaking the Offal is a strange dish, has never appeared W2: No enterprises have launched W3: No experience in trading this item O1: The population is crowded and it is in the young population structure O2: income is high (10,514 USD / year 2013) O3: Malaysia is considered to be the leading attractive market O4: has a tendency to develop and diversify. O5: Malaysia has good diplomatic relations with Vietnam. O6: Malaysia has many policies to encourage investment from abroad. T1: there are many strong competitors in cuisine T2: many different religions, a multiracial nation, there are many different cultures and habits.
- 50. PHA LAU ABC’S STORE Fresh & Delicious Traditional Pha lau Grilled Pha Lau Pha Lau Bowl 12MYD 9MYD Pha lau with extra food Mixed Noodle with Pha Lau Pha Lau Bowl 11MYD 10MYD Soft Drink Coca, Pepsi, Limau Ais,… Milo Ais 3MYD 4MYD Vietnamese Drinks Đá me (Tamarind ice) Trà Bí Đao (Squash Tea) Trà Tắc (Kumquat Tea 3MYD 3MYD 2MYD Toping Bread Noodle 2MYD 3MYD
- 51. Marketing Strategy Food Street in Malaysia Assam Laksa Rojak Roti Canai Chendu1 Chee Cheong Fun Koay Chiap 22MYD 15MYD 16MYD 6MYD 9MYD 30MYD
- 52. • Time 9/2020 • S: 350 – 400 m2 • Taman Sri Bahtera • Price: 4300 RM/month 2025
- 53. • 1/3 of the time used to access social networks • 46.9% of facebook users (between the ages of 18-24) • Pinterest network developed Marketing Strategy
- 54. Digital Marketing • Create pages and advertise articles • Pay the upgrade fee for the article • Post updates • Minigame on fanpage Use the culinary theme for users to like and pin cards
- 55. Sign up for large Brewing soon for attention before opening • Advertise on The Star Online with 60,000,000 views and 7 milions visitors • Post ads on Premenium LeaderBoard Traditional Marketing
- 56. • Lion dance • Hold Master of Spice 2020 contest • Continue advertising via the Internet • Membership card • Earn points to redeem gifts • Culinary Week • Phalau’s Beat BEFORE OPENING AFTER OPENING
- 57. • Cost of the shipment of goods • Transportation costs • Handling expenses a. Pier charges b. Wharfage fees c. Loading and unloading charges • Insurance costs • Customs duties Price determination
- 58. Import taxes & value added tax wholesale & retail markups and discount Retail Price 2MYD ~ 12MYD Price determination
- 60. Marketing Budget Buy maw materials 9 MYD ~ 12 MYD Salary for staff, rent a booth
- 61. Finance 1 0 0 0 M Y D ~ 3 0 0 0 M Y D P r o d u c t i o n c a p a c i t y : a b o u t 5 0 0 – 1 0 0 0 c u p / d a y