國際市場營銷essay：international marketing

每本越南旅游指南總會介紹有關越南著名的藝術品、工藝品商店-MISS AO DAI. 90年代，MISS AO DAI在阮色調街的一個小涼亭里開店。現在，MISS AO DAI發展成越南出名的成功的商店并發展為日本越式旗袍藝術品品牌。過去，開辦這商店的最初目標主要是吸引喜歡越南工藝品和傳統服飾的日本游客-越式旗袍. 現在，該商店的目標是吸引更多的游客，向他們提供最獨一無二的、富有特色的越南傳統產品。游客們能夠把其作為禮物或紀念品帶回國。
 

我們的產品
 

該公司有極具特色的產品，主要有4條生產線：
 

越式旗袍-傳統越南長裙。越式旗袍指漂亮的裙子，越南女士總是穿著它參加特別活動。我們有三種越式旗袍：傳統越式旗袍，婚禮旗袍和現代旗袍。
 

刺繡品：由專業工匠 工匠繡的精致產品。我們有多種多樣的手包，手機包，手提袋，錢包，木鞋，手帕，桌布，枕頭套等。
 

木制及竹制品-從環保材料制成的產品。他們綜合了傳統美感與其用途，例如：廚房用具（筷子，碗，勺子等）
 

漆器和陶器-用以裝飾房子的產品，也可作為紀念品。包括：貝殼裝飾品，蛋殼裝飾品，畫，陶器，油畫。

 

In every Vietnam travel guide book, they are always introducing about a Vietnamese famous fine-arts, handicrafts shop - MISS AO DAI. MISS AO DAI shop started as a small kiosk on Nguyen Hue Street in 90s. Nowadays, Miss Ao Dai Shop becomes a well-known and successful shop in Vietnam and also a favored fine-arts and Ao Dai brand in Japan. In the past, the initial goal of setting up this shop is mainly attracting Japanese tourists who are very keen on Vietnamese fine-arts and traditional clothes – Ao Dai. Nowadays, the shop is targeting much more wider range of tourists, offering them many most unique and distinctive fine-arts and traditional products of Vietnam. So they can bring back to their home country as gifts or a journey memory.
 

我們的產品---Our Products
 

The company has a very diversity of Products. There are 4 main product lines:
 

The Aodai-which is the traditional long dress of Viet Nam. The Aodai is a very beautiful dresses those Women in Vietnam always wearing for special events. We have three kinds of Aodai: Traditional Aodai, Wedding Aodai and Modern Aodai.
 

Embroidered Products: delicate products embroidered by our professional craftsmen/craftswomen. We have many kinds of hand bags, cell phone bags, purses, wallets, wooden shoes, handkerchiefs, table clothes, pillow covers, etc...
 

Wood and Bamboos-products that made from friendly-environment natural materials. They combine the beautiful of traditional shape with it`s very useful functions. Such as: kitchen tools (chopsticks, bowl, spoons, etc…)
 

Lacquer ware and Pottery- products that used to decorate houses, and also use as souvenirs. They are: sea shell inlaid, eggshell inlaid, drawing, pottery, paintings.
 

Domestic Market experience
 

In Viet Nam, Miss Aodai is very well-known brand. In the central of Ho Chi Minh City, It has a building as a show room for customers to come. Miss Ao dai also corporate with many travel agents in Viet Nam. The tourists come to Viet Nam will have a visit in the Show rooms to shop. Miss Aodai created a good impression about quality product and service with domestic customer and also foreign tourist. In 2009, Miss Aodai shopping center was voted to be in top ten of the most favorite places to visit in Ho Chi Minh City by the Ministry of Culture, Sports and Tourism of Viet Nam.
 

目標國家---Target Country
 

Why is Singapore?
 

After a careful consideration, we chose Singapore to be the new market for our products. The first reason is about Geography and population. As we known, Singapore is a country with the population is over 5 millions. Singapore situated in South East Asia. About two hours for a flight from Ho Chi Minh city. The area of Singapore is 710.2 km2. The density in Singapore is 7,022 people /km2. The density in Singapore is one of the highest in the world. Singapore is a very crowded place and that`s really helpful for doing business. People are everywhere and they could be very potential customers. And also the distance between Viet Nam and Singapore is not so far which will really helpful for shipping goods.
 

The second reason is about the Political and Economic. Singapore has a very strong Economic and a very stable political. In2010, The total GDP (ppp) of Singapore is estimated about $255.338 billion and the capita is $57,238. Those numbers show us that Singapore is a very potential place for doing business. The income of the People in Singapore is very high. So they have the possibility and tending to shop more. According to a magazine about economic and political, Singapore is a country with the lowest risk for doing business in the whole Asia continent. So when doing business in Singapore investors will be more secured and very transparency.
 

The third reason is about the Singapore`s Tourism. Every year, over 10 million visitors come to Singapore for their holidays. That number shows that Singapore is a very popular destination for visitors. As we know that, visitor are really willing to pay for purchasing goods. The visitors to Singapore are also very potential customers for business. Especially, the traditional handicrafts and souvenirs products will be very attractive to the visitors.
 

The fourth reason is about the economic procedures. Singapore is a country that very open to business. They create good conditions for business. However, the business should have the quality. The products must not be harmful for the users` health and the environment. The regulations in business of Singapore quite open for foreign investors.
 

Target customers
 

Our products are very friendly. People from all age, gender and nationally, can buy our products. The price of our products is very reasonable. Our products are made by hands of professional Craftsmen and craftswomen. It`s so beautiful and really attractive also very meaningful and very traditional. We think that anyone who tends to be like something that is about arts will be very interesting in our products.
 

Competition
 

Singapore is a very popular country for shopping. There are many shops that sales such as Fine arts and handicrafts. However, Vietnamese fine arts and handicrafts are very rare in Singapore or event there is no shops that sales Vietnamese products. That`s a very good opportunity for Miss Aodai company to export the products. The Singapore market is very potential.
 

Strengths
 

The standard of life in Singapore is very high compare to neighbor countries. People earnings are also high. Thanks for that, our products would be one of their choices. Visitors come to Singapore every year is really high and they could be very potential customers.
 

The distance between Viet Nam and Singapore is not so far. This will be very convenient for shipping the products. Thanks for that, we don`t have to spend lots of money on Shipping the products.
 

Weaknesses
 

Singapore is a new market. There will be many kinds of policies for our company to obey. In Singapore, the cost of rent is very high and finding a suitable place for opening the shop is not so easy.
 

銷售計劃---Marketing Plan
 

Distribution Strategies
 

Miss Aodai chose Direct exporting to export the products. We chose Direct Exporting because we think that It will help us to have a greater managing the transaction of products. We can make decisions for: Distribution, target market, pricing strategies, etc… Direct exporting will help us to have a better protection of our brand name. This will be really helpful because our Reputation can be spread out in a new market. All the processes from exporting to selling will be managed better. The business will be more efficient and effective. Also we will have a better profit, because we don`t need to pay for the intermediaries. We can avoid many potential conflicts that could happen when incorporating. We will corporate with a local distributor in Singapore. They will distribute our products to the customers. They will help our products reach to the customers easier.
 

Pricing strategies
 

We cannot say the exact final price for a product. We estimated the price for a product will be about 90% higher from than domestic price.
 

Estimation for the final price:
 

Goods and Services Tax (GST) : 3%
 

Cost of hiring : 10%
 

Cost of advertising : 10%
 

Cost of commission : 10%
 

Cost of Shipping : 10%
 

Company profits : 30%
 

Others arising costs : 17%
 

Total cost : 90%
 

For example:
 

The price of a drawing lacquer ware is about 10 S$. After we add for 90% percent the final price will be 19 S$.
 

Promotion strategies
 

About advertising, we will setup a website for the customers in Singapore to come. We will use face book as a very effective internet tools to advertise our products. To attract the tourists, we will give leaflets to tourists.
 

About promotion, we will apply 10% discount for the first 100 customers buy our products. Customers will receive member card when they buy more than 3 times. With the member card they will be discounted for 5% for the next purchases. Especially, we will have more promotions for customers on holidays.
 

Product strategies
 

We will research and develop the design of our products frequently. We can attract the customers in Singapore and also the tourists. We will do surveys to get the feedback of the customers in order satisfy their needs.
 

法律與決策---Legal Decisions
 

Trade Mark Protection
 

In Singapore, Intellectual Property is really important because this will be the face of a particular business. It protects the value of a specific business from coping or duplicating. Also, this will help the business moving smoothly without being concerned about others people or companies may take advantage of using the brand name. In order to protect our brand name in Singapore, Miss Aodai Company will have a registration for the brand name. We can have a registration online at the Intellectual Property Office of Singapore official website or going to have a registration in the office.
 

Export and Import procedure
 

Miss Aodai already has exported to Japan, so about the regulations for exporting our company can be also done for exporting to Singapore.
 

About importing into Singapore, to ensure that, we can run through smoothly the import processes, we will hire a local consultant. The consultant will have a great knowledge about the Custom rights and the expertise in importing field. That consultant will help our company get through the Customs rights, Taxation, and others custom rights.
 

生產與運行---Manufacturing and operations
 

Capacity of existing Facilities
 

Miss Aodai company has a good capacity in for the Viet Nam`s market and Japan`s market for a long time. It has one factory in Binh Duong province and one in Dong Nai province. Thanks for that, we think that we can adopt the new market in Singapore. To avoid scarcity, we will suggest our distributor to inform us the amount products for the demand one month before.
 

Plans for expansion
 

In the future, when everything is on the Orbit, we will open two more shops in Singapore in Order to gain more customers and reputation in the field. Also when the demand in Singapore getting much more. We will build up a factory in Dong Nai Province so we could satisfy the demand for the domestic market and the foreign market.
 

Products modification
 

In order to adapt the market in Singapore, We will have to make sure about the quality of the products. We also care about the materials, make sure there is nothing that harm to the health of the customers and also the environment. The design of the products could be somehow more diversity to adapt the market. Also, we will have a well-designed package for customers as gifts.
 

風險管理---Risks management
 

Political Risk: As I mentioned above, Singapore is considered as the most stable country to do business. We think about the political in Singapore is very suitable for doing business. However, we have to obey the standard of quality to satisfy the import regulations into Singapore. To deal with that, we have to use quality materials which are friendly to customers` health and also to the Environment. Otherwise, we will face a very bad situation event we could lost our license to do the business. We have to be really careful about this issue.
 

Credit Risk: obviously in business, the transaction of payment is very important. We could face with a late payment. To deal with this issue before it really happen, we will sign an agreement form with the distributor. In the agreement, we will list out the conditions about payment which both side have to obey.
 

Shipping risk: when we send our products to Singapore, there could be some unexpected incidents such as: products lost, products damaged, etc… about this issue, we will have to buy insurance. We will buy the Voyage policy to insure for a specific voyage. The Voyage policy helps us to deal with a specific problem easier.
 

Exchange rate risk: when doing international business, the exchange rate will be a very problematic concern. The exchange rate of the different currency will be changing everyday or even faster. To deal with this issue, we will have to create some conditions about the exchange rate in the contract. So that, this will help the both side between Miss Aodai and the distributor not face up a financial losing.