Nghiên cứu thị trường xuất Mây Tre đan cho HTX mây tre đan Xuân lai "Make a marketing plan for an online shop selling souvenirs and handicraft products of Vietnam" Based on this theme, I selected the marketing plan for a souvenirs online shop "Bamboo and Rattan Export" with the main products by the Xuan Lai rattan and bamboo cooperative export Introduction: In the minds of Vietnameses, bamboo represent the indomitable spirit and vitality of the Vietnamese Any trees is more stick with Vietnamese as bamboo Bamboo is also the image specific of the rural culture and a endless source for handicraft export Our country has many bamboo handicrafts villages, therefore the village of Xuan Lai Bamboo Architecture, Gia Binh district, Bac Ninh province is considered the cradle of bamboo; We make marketing plan to prepare for opening an online shop selling souvenirs and handicrafts for Xuan Lai Bamboo and Rattan cooperative 1.1 Presentation: Xuan Lai Bamboo and rattan export cooperatives is established by the People's Committee of Binh Gia, Bac Ninh district, on May 02-2004 Currently the cooperative has 10 production sites with a total area of 1,500 m2, their product represent in some foreign markets like Japan, USA, Belgium, Australia, Ukraine in which the primarily is the EU, the domestic markets are Hanoi, Quang Ninh, Hai Duong, Dien Bien 1.2 The products offered: Xuan Lai is also known for the furniture from bamboo, big product like furniture, armchair, rocking, bookcases, bamboo house, coffee table, closet small like lined cups, clothes hanger, flower pot In particular, smorked bamboo art products have a beautiful dark brown Target market : a Target Customer: i Tourists and foreigners In 2010, Vietnam have received five million international tourists, 28 million domestic tourists Income from tourism reached about 96 trillion, up 37% compared to 2009, estimated to contribute 4.5% of the country’s GDP (Tamnhin.net) Vietnam's tourism taget to goal 5.3 to 5.5 million international visitors, 30 million domestic tourists and 110 thousand billion, contributing 4.6 % for the country’s GDP in 2011 ii The overseas Vietnamese Until 2011, approximately million people in Vietnam are living in over 110 countries and territories Of these, over 80% in industrialized countries Most Vietnamese communities have a stable life and integrate into society where they reside, have a certain position in economic, political - social in host countries Each year about 500,000 overseas compatriots in the country, including 300 experts and intellectuals come back to work and thousands other to search investment opportunities Until now, overseas invest in the country total U.S $ 5.7 billion (more than 3,200 projects) iii The collectors of art and craft products In Vietnam, there are a significant number of collectors of art and craft products They are potential customers in this field of selling souvenirs and handicrafts of bamboo and rattan b Geo i Customers from all over the world to Vietnam: The first place of international visitors to Vietnam in 2010 was China with 905,360 arrivals, increasing 76.7%, followed by the South Korean (495,902 arrivals) increased 38.0%, Japan (442,089 views) United States (430,993 visitors), visitors from Australia increased 31.0%, Malaysia rose 29.1% ii Online store sales across the country: Mainly focusing on destinations and major cities, because in these areas tourists often come and go, the people in which have high demand for cultural and artistic enjoyment Foreign tourists accustom to learn and purchase online, so online marketing today is very important and effective iii Regardless of gender: Potential customers, interest and make the purchase souvenir items and crafts bamboo nan is not sexism c Age, consumer habits: - The visitors , including domestic and foreign customers, have a habit of buying souvenirs during the trip - The client group who have life experience and cultural interests usually have stable and relatively high income - The customer who is well educated, have higher national characteristic, love art collectors, have the habit of using the internet Situation analysis (SWOT) : a Strengths: the product and the company - Souvenirs and handicrafts of bamboo and rattan is often kind, gentle, graceful, with the national characteristic - The furniture and decorative objects made of rattan, bamboo is strong coordinated, have beautiful color, high usingvalues by both the convenience and comfort of hometown bamboo - Labor costs are low, workers are flexible, creativity, striving to work - Xuan Lai village was famous throughout the region with products bearing the national identity: the couch, bed west, washing bed made of smoked bamboo To create a mark on each product, the people of Xuan Lai was very creative as to adorn the text SONG HY, pigeons or flowers by shaving the bamboo Especially in recent years Xuan Lai has created a new imprint for Dong Ho folk paintings by putting up smoked bamboo - Environment of Law: The Government of Vietnam support the sustainable development of the handicraft industry b Weaknesses: the product and and the company - Handicraft and souvenirs made from rattan and bamboo have to be preserved in warehouse, showroom, to avoid the wet and termite - Material is the cloud forests which are in danger of depletion, would push tens of thousands of workers at risk of unemployment, also affected the exports of concerned countries - The rattan industry of Indochina is facing the decline of the domestic supply of rattan due to unsustainable harvesting - Lack of marketing activities, market information, poor ability of valuation and lack of training c Opportunities: customers, the business environment - Customers in domestic and abroad preferred to using the nationalistic products: the bamboo couch, bamboo house, basket, ; the modern products: bed, armchair, rocking, bookshelf, coffee table, cabinet small products like cup lined, clothes hanger, flower pot - Based on the materials of good quality, cheap, well designed, resulting the traditional, rustic to charm and modern, suitable for all consumers d Risk: customers, business environment, opponents - Technology is growing, people tend to popular new products made from materials such as plastic, wood, aluminum, mica This makes difficult to the village Xuan Lai and smoked bamboo craft, which even been seemingly "wiped out" by the pressure of the market economy - Unlike the foreigners, Vietnamese customers don’t have the habit of shopping online, or have a bad impression for online shopping - Inadequate of high management and value analysis in the foreign market - bamboo and rattan handmade Products in some countries in Asia such as China, Laos and Thailand are also offering their own style, appearance and aesthetics The objective (SMART): a The goal of sales: After the online shop operates stably, we will increase the cooperative sales up to 10% b The objective for market share: Expand market share of the cooperative, centralize to attractive the segment of customers who have a habit of living and working in internet c The objective for the brand: Make the slogan: "Xuân Lai-Vietnam Bamboo and Rattan" the image of the nationality, charme and modern of Handicraft and souvenirs made from rattan and bamboo d The goal of profitability: Profit growth of the cooperative will be at least 5% - 10% over the previous profitability 5 Marketing mix strategy: a Product strategy (products): i Product Description: Products of souvenir and handicrafts shop are diverse in variety, rich in design; based on the creation of manufacturing and the idea of customer; mainly include: - The bamboo house, furniture, bamboo mat, bed-plank - Bed, armchair, rocking, bookshelves, coffee table, wardrobe - The National paintings on bamboo - Cup Lined, clothes hanger, flower pot, water tray ii Describe the differences of the product: - All products are made from natural materials: rattan, bamboo, rush which are simple, very close to the everyday life of the people of Vietnam - All products are handmade by the skillful hands, subtle, diligent, meticulous labors - The bamboo paintings contain the feelings of the artist created it, and all hide inside them the national spirit, a deep message about the country and people of Vietnam b Pricing strategy (price): - Price of commodities such as bamboo, couch, furniture, bamboo mat, bed plank, armchair, rocking, bookshelves, coffee table, wardrobe (mainly for domestic customers need durable products): the price have to be affordable, consistent with average income levels of society - Price of commodities such as folk paintings on bamboo; (mainly for foreign customers need sophisticated and art products): price is higher than values, consistent with a high income of domestic and foreign tourists c Promotion strategies (promotion): i Advertising message: - Slogan: " Xuan Lai - Vietnam Rattan, bamboo " - Convey the difference of the product: aesthetic, utilitarian, lightweight, durable, charming of Vietnam ii Pull Strategy (Pull): create consumers’ demand through the advertising program - Advertising through the Website of the online shop: impressing designed, nationalistic, significance Convey to customers all information that they need to consider: Type, model, quantity, the basic parameters of the products, features and utilities - Google Adwords and Facebook ads CPC / CPM - PR Post on some newspaper depending on category - Marketing spread through social networks - Post ads on 100 web - Use the facebook, messages to friends on the network to transmit information and advertising for the sale of online store - Advertising on the Website of the travel companies, airlines (Balance of costs and the finance of the Store) - Advertise to the travel companies, other shops selling souvenirs via the catalog, brochures of the online store iii Push Strategy (Push) - Develop mechanisms for the retail discount for travel companies, other souvenirs shops selling our souvenirs and handicraft products (from -10% value depending on item) - Develop mechanisms for the wholesale discount for travel companies, other souvenirs shops selling our souvenirs and handicraft products (from 3-7% depending on item value) d Distribution Strategic (Place): - Online sales through the website, delivered via the postal system to our customers - Online sales through the website, delivered via the postal system to the travel company - Online sales through the website, delivered via the postal system to the shop selling souvenirs - Sales by the marketing staff to stores selling souvenirs, travel companies in the major tourist destinations, crowded of tourists - Online sales through the website, direct delivery by delivery staff to the customer with the distance of 10km - 15km Action Plan : a Design and deploy products: Try to create some new products, in collaboration with the traditional products of the cooperative to diversify the types of products b Plan and organize the recruitment, training: staff with design software, advertising, online sales, fast delivery c The advertising on the Internet: use the Internet as an online catalog of the cooperative This is a tool for the product reaching in the market domestic and abroad To build an online store, we need to invite experts in information technology, branding experts to survey the situation of products, capabilities, culture and business philosophy of the cooperative, the desired technique of the website d Organization of payment form: the website must be the guiding of payment methode, postal money transfer, account transfer, direct payment… so the customer can pay the easiest, with all currency e Collect and build databases of customers, to regularly keep in touch, to pull customer return cyclical a purchase f Sales Support: - Provide free catalog of the latest models to retailer - Discounts for high value contracts - commissions for intermediaries and distributors - accumulate points for customers after every successful transaction g Organization of received feedback department, warranty and repair the random defects of the product Conclusion: The sales marketing is one of the most important operation, it played a huge role in the goal of improving sales, revenue for the production and trade The development of online sales form will be surely succeed, effective for the company, contributing to promote souvenirs, handicrafts products of Vietnam in the Vietnam market and on the World world  ... the website, delivered via the postal system to our customers - Online sales through the website, delivered via the postal system to the travel company - Online sales through the website, delivered... the village Xuan Lai and smoked bamboo craft, which even been seemingly "wiped out" by the pressure of the market economy - Unlike the foreigners, Vietnamese customers don’t have the habit of... Thailand are also offering their own style, appearance and aesthetics The objective (SMART): a The goal of sales: After the online shop operates stably, we will increase the cooperative sales up to