xây dựng gian hàng trực tuyến bán đồ lưu niệm QUÀ TẶNG văn hóa VIỆT v

Telephone : 04 6524255 Email : info@vietnamculturalgifts.com.vn Website : www.vietnamculturalgifts.com.vn Handicraft and souvenir are used for life and as present or in order to remind u

Xây dựng gian hàng trực tuyến bán đồ lưu niệm QUÀ

TẶNG VĂN HÓA VIỆT

Content:

Part I: General introduction

1 Introduction of online shop

Name of online shop : VIETNAM CULTURAL GIFT

Address : Viet Hung new metropolitan area – Long Bien

– Hanoi

Telephone : (04) 6524255

Email : info@vietnamculturalgifts.com.vn

Website : www.vietnamculturalgifts.com.vn

Handicraft and souvenir are used for life and as present or in order

to remind us of someone, some place or some event (history of country, trip,…)

Online shop “Vietnam cultural gift” is aim to bring the Customer:

- Present with enough Vietnam cultural significance and high quality

- Meet the variable requirement of Customer regarding to quality as well as model

- With a great amount of young and active staffs which are good at speciality, creative, talent, trained professionally, business staffs always consider customer interest as guiding principle of operation

In our opinion: Product quality + Reasonable price + Good service

= satisfaction of Customer Moreover it is our effort and attempt

Our message “With all respect! We are grateful to bring the Customer best product”

With our Vietnam cultural gift, Customer will be content with product quality and our service

1 Business products, supply products

Vietnam souvenir and handicraft are very diversified Each product has the individuality and nuances of each region of the country, with bold cultural identity and souls of the people of Vietnam, showing high fine art Each product is an artistic work which has also using value and aesthetic value It is decorative thing in house, in office All products are combination between sophisticated manual method and art creation This product not only has using value but also promote process of cultural exchange between nations

Souvenir and handicraft are divided into the following groups:

- Souvenir group: Glass, crystal

- Souvenir group: Silk, hand embroidery, brocade

- Handicraft souvenir: Wood, rattan, Bat Trang ceramics

- Picture souvenir: Dong Ho painting, sand painting, lacquer painting

- Souvenir in food group: Speciality confectionery, specialty tea, fruit

2 Model of business and production

- Goods is sold online on the Internet Then the customer can read and view the detailed information about products, services, information about business on the most convenient way in order to improve payment through internet of customer

- Products are connected through manufacturer of handicraft and souvenir, craftsman

Part II: Marketing plan

1 Market analysis and study

1.1 Market of souvenir and handicraft in Vietnam

Vietnam is a country in South East Asia with population of 80 millions people and thousands year of national history During process of opening market, Vietnam already adhered in ASEAN, AFTA organization and became one member of World Trade organization Vietnam already integrated with economy in the world and in the area and became well-known sightseeing destination According to statistics of tourism, our country welcome 3,8 – 4 millions turns of foreign tourist each year Amount of Vietnamese people living and working in many countries has been increasing Amount of Vietnamese tourists who travel inside country also increases quickly Demand of Vietnam high quality souvenir and handicraft becomes very necessary

However, souvenir and handicraft market is still poor, kind of product is simple, model is not new and impressive, product quality doesn’t meet requirement, price of product is not homogeneous and especially, product has not had specific characteristic, … Production of souvenir and handicraft is not professional and creative and not received concern System of showroom and distributor still meets a lot of difficulty, it is very unprofessional from logistic step to delivery step as well as payment process

Therefore, market analysis must be implemented seriously and carefully

1.2 Market segment

Major criteria of market segment:

TABLE OF MARKET SEGMENT CRITERIA

- According to geographic principle

+ Using national variable: the target market focuses on the countries

such as Japan, France, Russia, U.S., Canada, UK, Germany, Australia,

where currently there are many tourists visiting Vietnam and many Vietnamese

people living, working or studying

- According to psychological principle

+ Using lifestyle variable: Target market focuses on people have

relatively modern lifestyle or often use Internet Getting in touch with modern

lifestyle, these people will have a habit of considering gift as a part of everyday

life, therefore, demand of giving presents will be higher

+ Using personality variable: Target market focuses on people who like

travelling, want to maintain the interest and contact with relatives and friends

- According to demographic principle

+ Using age variable: Target market focuses on people who are from 17 to

40 years old

Personality

Market segment

According to geographic principle

According to geographic principle

According to psychological principle

According to psychological principle demographic principle According to

According to demographic principle

Nation Life

style

Life

+ Using income variable: target market focuses on people who have high

income because these people will often travel and be ready to buy souvenir and pay for courier service

+ Using education variables: target market focuses on people who like

art collections, crafts, have a university degree, so these people have more opportunities to interact with Internet, online services

+ Using nation variables: target market focuses on Vietnamese people who are living, working and studying in foreign countries

1.3 Demand of market

Most important customer of our shop is foreign tourists visiting Vietnam, Vietnamese people living, working or studying in foreign countries or art collectors This group often concern with:

- High quality and good model of handicraft and souvenir

- The diversity of the gifts which bring Vietnam culture and style

- The ability of accessing service easily, Website is designed with

straightforward structure, diversified information, simple guidelines that facilitate at maximum client in finding and ordering gifts and payments

- Service of logistic, delivery, gift transfer with fast transition time, reasonable price

1.4 Choose target market:

Survey objects are foreign tourist in Vietnam

Make the survey with the number of 100 participants, all of which are tourists visiting Vietnam, Vietnamese people who are living, working and

studying abroad We give them questionnaire with content such as hobby of travel, hobby of buying souvenir and handicraft, wish of gift …

Based on result of market segment and idea survey with 100 people, our shop define target as below:

Our target market focuses on foreign tourists who are working in Vietnam, Vietnamese people are living, working and studying in foreign

countries and collectors who are keen on Vietnamese traditional culture and art.

This market is selected as target market therefore it can meet the following requirements:

- Consumers who have the same demand of souvenir, handicraft and service

- Ensure target of turnover, profit

- Potential market

- The market penetration is not too difficult

1.5 Analysis SWOT

 Advantage

- Diversified gift, handicraft includes high quality product in Vietnam Gifts of our shop bring customer diversity and abundance more than other online business Website

- Handicraft and souvenir is not only an aspect of life, it is also an aspect of culture

- Handicraft and souvenir contribute to promote image of Vietnam people, culture and country

- Characteristic: provide gift design service as requirement of customer Scope of ordering gift design as requirement is relatively great, from unique clothing (bag, wool scarf, wool hat shirt .), business cards, ceramics, decorative furniture

- Fast and simple payment service, fast delivery and quality assurance

- Transfer fee is much lower than the other courier services

 Disadvantage

- One part of potential customer are still in doubt about the safety of online payments Up to 25% of people participated in the survey said that they would not buy via internet because of the risks related to online payments

- Efficiency in the business of stores is dependent on gifts sources at

market, while sources are capable of suffering from high fluctuation

- Goods source is difficult to homogeneous , there has not been chance to create confidence in quality, especially brands of Vietnam product are not appreciated on the world market



- Obtaining the normal shops in Vietnam as well as shopping centre of souvenirs and crafts

- Obtaining the gift distribution market from foreign countries to Vietnam and our shop is known as the first company which provides full service, delivery and gift design

- E-commerce develops strongly that cause the services demand increase

 Risk

- Habit of using service and selecting gift of customers can also affect the level of acceptance of new services

- Differences of gift culture among countries, for example, in Vietnam, some gifts are accepted in Vietnam, but forbidden to many people who have lived long abroad, who were deeply influenced by indigenous cultures

1.6 Domestic and foreign competition

Some domestic companies had been developing this business model so well as Hoa Xinh company, Vietnamese Gift company,… But the company also has weaknesses and shortcomings as high cost, less product and not professional

In the world, there are many professional companies, online stores, however they also have disadvantages, for example they have not understood clearly Vietnam culture and law

1.7 Factors of success

Basic factors determining the success of online stores is satisfaction of customer It is the ability to minimize the distance between traditional delivery and modern, it is online information systems In order to promote the

REPUTATION AND MANOEUVRABILITY

REPUTATION AND MANOEUVRABILITY

HIGH QUALITY GIFT AND HADICRAFTS

HIGH QUALITY GIFT AND HADICRAFTS

SATISFACTION

OF CUSTOMER

SATISFACTION

OF CUSTOMER

PRESENT DESIGN

competitiveness, their companies need to diversify the types of gifts, ensure quality and reputation of products, usability of the service, to promote gift design as well as highlight handicrafts, souvenirs which show the special and unique cultural identity of Vietnam to meet the needs of customers

Moreover criteria for customer satisfaction is also measured by specific works Since then it’s able to define desire and requirements of customers as well as further confirm the reputation of thorough working of customer Additional website will be connected to the home page to exchange with customers about service quality of stores The observer and replier to services may be the recipient of the gift or gift order They will have an objective answer for the present (the recipient) and the expected product (the sender) to show that they were satisfied with the core product or not From here the store can find strategies to improve service quality as well as direction for the next time, especially when the store wants to expand business scope Perhaps this is one of

TABLE OF FACTORS WHICH MAKE SATISFACTION OF CUSOMER

price Promotion

Marketing Mix Co-ordination

MARKETING MIX

the success factors that stores can get in comparison with other companies Because understanding and satisfaction of customer needs are always parallel and close together

2 Marketing strategy

2.1 Marketing target

Marketing target of our shop includes:

 Introduce our service, provide gifts and handicrafts

 Encourage target market to use our service in order to support our shop in

providing, transferring and designing gift via Internet

 Persuade Customer about product quality

 Absolutely control gift design

 Increase market share each year

2.2 Financial target

 Repossess capital, begin to have profit after second year.

 Control all financial resources

2.3 Marketing Mix

Marketing mix strategy mainly concentrates on 04 major factors

* Product strategy

* Right promotion strategy

* Price strategy

* Place strategy

Solving exactly 04 above problems will help shop

have suitable marketing mix policy.

* Product strategy

- Product is designed in detail to meet requirement

of customer From model, function, quality, endurance,

each one has a specific character…

- Supply resource of product: Establish relation with manufacturers, doing business

of high quality product Handicrafts are connected with famous artists.

- Customers buy product and give feedback to shop as following model:

1.System of demand study

2.Establish

stable supply

3 Create a

website to

introduce

product

4.Customers know product via website

7 Consolidation

as required

6 Accept sales order and classify

9 Customers receive present and give feedback

to website

8 Distribute product to receivers

5.Customers fill order and implement payment

ILLUSTRATION DIAGRAM OF A PRODUCT CYCLE

With this cycle, shop can create a private trade mark which not only for service of shop but also have typical product with high quality for shop.

* Price strategy

Content and determination step of best price can be summarized with as following model:

SUMMARY MODEL OF 5 STEPS WHICH DECIDE BEST PRICE

Shop will apply two following price policy such as:

- Market – skimming pricing policy: Is assessed higher than value at market, applying to new products and having national cultural significance to affirm Vietnam cultural identity - the group of craft products manufactured by the artist

- Penetration pricing policy: Price of product is low from the beginning to help product have great market share immediately.

* Distribution strategy is online sale via website.

- Online sale via website – Delivery to Customer through post office system

- Online sale via website – Delivery to Travel agency through post office system

DEFINE COMPETITIVE PRICE FORECAST SALES DEFINE COST DEFINE TARGET

DETERMIND OPTIMUM PRICE

- Online sale via website – Delivery to shop and supermarket which sell souvenir

and handicrafts through post office system

- Sale by marketing staff to souvenir shop at the destinations which attract a lot

of tourist

* Marketing strategy

Basic purpose of Marketing on internet is aim to attract a great number of customer, potential customers who can visit website and promote shop.

Because it is model of business on internet, the most effective way is advertising on internet

In order to attract customer, shop will create a website for shop, website is designed scientifically, impressively, using animation, flash technique, website must have Vietnam culture and style, traditional symbol and image, … Therefore, shop must create a professional website

With the advertising message of product as: Create a slogan, show the difference and speciality of product Necessary information about product such as service, sales, delivery, simple and effective payment method, promotion program must be provided on website,…Information should be arranged reasonably, scientifically in order to save searching time of customer

After having advertising message, shop will apply pull strategy in order to create demand from Customers through advertising program as:

- Advertising on internet through online shops

- Advertising on website of famous travel agencies or airlines

- Advertising to travel agencies, airports, destination through brochures

- Advertising through email

- Advertising in souvenir shops

- Advertising on newspapers, magazines which are famous with foreign customers.

- Advertising on websites which are accessed by Vietnamese people who are living, studying and working in foreign countries Some typical websites are:

After advertising on every ways, shop will promote business by applying push strategy as: