Essay: Marketing Plan Products: Coffee " soluble G8" Business: Coffee Corporation Dai Nguyen Location: Mumbai - India.. - … And coffee consumption: the consumption of coffee increased gr
Trang 1Topic: Marketing Plan for the Company's products into the market of culture respectively.
(Applying the CAGE model to analyze).
Essay:
Marketing Plan Products: Coffee " soluble G8"
Business: Coffee Corporation Dai Nguyen
Location: Mumbai - India.
I. India - Mumbai: (CAGE)
1 Indian culture and traditional relationship with Vietnam: (C & G) Overview: India is a large market and large populations in South Asia with 3.3
million km2 and 1.2 billion people, the medieval University, India with neighboringcountries (Pakistan, Bangladesh) form a sub-continent known as Hindustan
Trang 2- India is a country of contrast (in geography, climate, race and language), and is anational unity in diversity Middle age is when India was divided into 600 statesand thousands of those dialects with different dialects and religious opposition.
- However, throughout history, India is a unified body Glue here is the Indianculture is expressed through traditional, ethnic identity, as well as spiritual life,traditions, scriptures and epics
- Indian Society is a society that has ever existed a regime of class and hardenedconcrete, artificial division of the Indian population into four layers of differentpeople: Balamon, martial arts, popular and untouchability This is the hallmark
of the religious prejudices of the Hindu extremists It is from a traditional societythat has arisen an Indian culture, Indian spirit
- Today, India has asserted its role as an emerging powerhouse in the continentand the world Many retail corporations in the world are targeting the Indianmarket They all want to exploit the potential of the vast consumer market andeconomic growth is rapid
- However, would be incomplete if not discussed the resistance of the Indianeconomy India has a very luxurious of the rich, the essence of science andcivilization, while another Indian of violence, poverty, ignorance and disease Inaddition to the possible factors contained elements of political instability inSouth Asia, India great pressure on social issues and facilities infrastructure Inthe cities, population overload problems, environmental pollution, trafficcongestion and accidents are chronic headache managers Add to that the
Trang 3backwardness of agriculture, labor productivity issues, the administrativebureaucracy, cumbersome administrative procedures, corruption are threats todiscourage foreign investors.
Relations India and Vietnam: On political relations, Vietnam-India relationship
has always been a special relationship honest and dearly since Prime Minister Nehru andPresident Ho Chi Minh set the foundation early more money for it 50 years ago The signJoint Declaration on Strategic Partnership, Vietnam - India in July 2007 has brought thebilateral relations between the two countries to develop new incentives
Vietnam's Prime Minister visit and worked in India 2007
- Especially, in 2007 marked the breakthrough of the bilateral relations with thestate visit of Prime Minister Nguyen Tan Dung delegation senior Vietnamesegovernment that succeeds notably signed a joint statement the partnershipstrategy of Vietnam - India cooperation documents with eight other key Based
on the new level of strategic partnership, a new phase in bilateral relations beganwith the development of extensive and diversified in all areas of political,economic, cultural, education, national defense and science and technology Assuch, opportunities and prospects for the two countries is huge
- On economic relations, long, India and Vietnam already have commercialrelationships alive and strong Bilateral trade growth and reached 2.5 billionUSD in 2008
- On the geographical distance, from Vietnam to India is not far, systematic road,air and is very convenient for transport by sea of coffee
Trang 4Protestant geographical
- On food culture, in India, coffee is a popular beverage in the second (with tea).The trend of coffee consumption in India is growing quite the part of Indiansdown to tea
1 Mumbai:
- Vietnam's Consulate in Mumbai: Mumbai in India like Saigon in Vietnam, is
the provincial capital of Maharashtra With about 20 million people, this is themost populous city in India and also one of the most populous city in the world.Mumbai is also emerging tourist destination
- Vietnam Consulate in Mumbai (India) was established in 1993 with the consulardistrict includes inner suburbs, the port city of Mumbai and Mumbai
- Since then, the consulate was in charge of the bridge, positive contributions topromoting relations between Vietnam and India in general and between Vietnamand in particular the state of Maharashtra
In addition to performing the duties of consular representation, the Consulate General are always interested in foreign propaganda and serve economic development.
- Consulate in Mumbai is well aware A rising tide today, has been coordinated
with tourist companies to Vietnam held in Mumbai on to develop bilateral trade, promote tourism in the second half 2007 and will host a business delegation to the market survey in 2011
2 The economic development in parallel with the growth of coffee consumption:
Trang 5- Economic: Mumbai is the commercial capital of India and entertainment, is
home to many important financial institutions and the headquarters of manyIndian companies, Mumbai contributes 10% of the employed in the factory, 40%income tax, customs duty 60%, 20% tax, 40% of foreign trade turnover tax and $
9 billion business in India Mumbai's economy has diversified into otherprofessions
Dynamic and modern city
- The entertainment industry is also attracting a lot of work and significantcontribution to economic Mumbai Most television stations and major satellitesystems, the major publishers are based in Mumbai Center for the Hindi filmindustry - Bollywood, located in Mumbai with the studios and film makers
- On the sea, Mumbai has one of the best natural harbors in the world, serving50% of our customers and much of the country's water transportation of goods inIndia It is also an important base of Indian Navy
Busiest seaports in Mumbaitại
Trang 6- Along with India, Mumbai-the commercial capital of India-there was a “boom”
since the liberalization in 1991 Financial sector development by leaps andbounds since the 1990s along with other information technology services
The middle class accounts for 34% of 20 million people in Mumbai, including businessmen, officers, young people have the knowledge and walks radical benefit of this economic “boom” and also force created consumer “boom” here.
- … And coffee consumption: the consumption of coffee increased growth in
cities and economic development in developing countries like Mumbai, thisrapid growth is partly due to the campaign strong statements are being conductedwidely in developing countries and countries produce coffee drink turned into anecessity On the other hand, the penetration of European culture in the food andthe studies on the benefits of coffee on health have contributed to increaseddemand for coffee in the developing countries More and more cafes are opened
in these countries, especially in India, Colombia, El Salvador, Vietnam andelsewhere in the world In many places, coffee shops has become a place to relaxand rest of all classes
- Of course, Mumbai with all the features, the uniqueness of cultural identity aswell as full convergence habits of Indians living along with the development of
diversified economic “boom” in local is not out of the growth of the coffee
market, has and will continue to be land for gold mining business in this area
Trang 7II. Vietnam Coffee - Coffee Co., Dai Nguyen
1 Overview of coffee in The World and India
- Every day there are about 2.5 billion cups of coffee are consumed around theworld, and coffee is also ranked fifth product in the world in terms of valuesales The world coffee market is characterized by stable prices and productionlevels have a direct impact on producers' incomes and prices facing consumers
- Currently, the world's 25 million coffee farmers, most of whom live indeveloping countries, coffee on a small scale The world coffee market hasdoubled in the period 2000 to 2010 Meanwhile, demand for coffee in the worldincreased by about 2% / year and the period from 2000 to 2010
- Coffee is grown and processed in many countries around the world, mainly thecountries near the equator has a tropical climate such as Vietnam, Indonesia,India, Colombia, Brazil, Ethiopia Today, Brazil is Coffee producing countrieswith the largest proportion of 36% of total world production, followed byVietnam with 14%, Colombia ranks third with 7% share, Indonesia and Ethiopiaare two countries with the same ratio of 6% of total world coffee production.Arabica coffee beans grown in Latin America, East Africa, the Arabian
Trang 8Peninsula or Asia Robusta coffee beans are grown in West and Central Africa,
most of Southeast Asia and to some extent as Brazil.
- The world's coffee industry crop year 2010/2011 International Coffee
Organisation (ICO) predicted global production of coffee crop year 2010/11 willreach 133 million bags, up 8.1% over the previous season Of the 10 countries ofexport coffee - accounted for 86% of the total global coffee crop year 2010/11,with eight national coffee production increased compared to the previous season:Brazil (up 21.9% - to reach 48.1 million bags), Vietnam (up 1.6% - to reach 18.5million bags), Ethiopia (up 7.5% - meet 7:45 million bags), Mexico (up 4.8% -reached 4.4 million bags), Guatemala (up 4.3% - How to reach 4 million),Honduras (up 7.1% - reached 3.83 million bags) and Uganda (up 10.8% -reached 3.1 million bags) 2011/12 coffee crop has started in some majorexporting countries, including Brazil, Ecuador, Papua New Guinea In Brazil,although the 2011/12 season is the season of the cycle for Arabica coffeeproduction is low, but total production is expected to reach 43 million bags
- Indian Coffee Market: Prospects for Indian coffee crop year 2010/11 is not
stable Rainfall in the growing regions is not uniform, some others where it rainslike Tamil Nadu and Coorg rainfall has been quite low February temperaturesand high Ba can affect Robusta coffee production in a certain degree, althoughheavy rain in January caused 12/2009 soil moisture enough to help offset theshortage of water in the coffee time flowering However, according to industrysources forecast coffee production over 2010/11 crop will be slightly lower thanexpected level of about 275,000 tons, of which 175,000 tonnes and 100,000tonnes of Robusta coffee Arabica coffee
Statistical data Production, Supply - Demand Indian coffee
Trang 92008/2009 2009/2010 2010/2011
Starting time season:
October 2008 Starting time season:October 2009
Starting time season:
October 2010
Data fromUSDA
Old data New
data
Data fromUSDA
Old data
New data US
DA
Old data
New data
The number of initial
Trang 112 Vietnam coffee:
- Vietnam is the newest member of the list ranking the nation's largest coffeeproducer in the world Participation in this market since 1990, Vietnam with14% currently ranks second worldwide after Brazil in total coffee production andexport is the country's largest Robusta coffee world By the end of 2010, coffee
area was approximately 540 thousand ha, ranking fourth in the world, in
Vietnam, coffee is one of three agricultural export strategy countries (accountingfor approximately 15% of the total value Vietnam exports agricultural products)
- In 2010, coffee exports of Vietnam reached more than 1.2 million tons with avalue estimated at 1.85 billion USD, Vietnam's coffee was present in 75countries around the world The importer of coffee in Vietnam is mainlyGermany, Spain, Italy, Belgium, Poland, Korea, France, Britain and Japan, 10countries account for over 70% of total exports of coffee Vietnam's coffee isalso a source of many raw materials mainly coffee maker in the world, notablyNestle Group ', is one of the largest customer of Vietnam's coffee
- With the strength of Robusta coffee production, and speeds up double-digitgrowth of the coffee products, coffee industry is expected to contribute $ 3billion in the export of Vietnam in 2011
3 Superior performance and quality of Dai Nguyen
Trang 12- Dai Nguyen is a corporation operating in the manufacturing and trading of coffeewith the growing field of activity, production, prosessing, trading and exportingcoffee Group was established in 1995, based in Buon Ma Thuot City.
- Great selection 4 Originally the world's finest materials: Robusta coffee in Buon
Ma Thuot Vietnam's most famous, is considered the finest in the world with astrong taste; coffee flavor to the original from the homeland of Ethiopia coffee;delicious Arabica beans fascinating land of Jamaica; known brand of coffee inthe world export Brazil…
- Within five years, from a small workshop in Buon Ma Thuot, Dai Nguyen hasbeen in every country Dai Nguyen has built up a reputation and become familiarbrand of coffee to consumers both at home and abroad In 2001, Dai Nguyen hasbeen the nation and won the top position with a network of thousands of coffeeshops
4 Development Strategy
- " Delivering the domestic market, conquered the world market" , by moving from
breadth to depth, investment and development industry franchise system in thecountry
- Dai Nguyen will be representing the elite of Vietnam's coffee to the internationalmarket with statement:
+ Vietnam coffee is considered a philosophy for the future: to honor thecreativity and development, towards harmony and sustainable development ofmankind
Trang 13+ Vietnam coffee is considered a new form of energy: energy for the brain, theblood of the knowledge economy
+ Vietnam's mission is to connect and develop coffee enthusiasts worldwide andprovide new energy for the knowledge economy
+ Vietnam to focus all available resources, incentives to make every possibleform and organization of coffee through the coffee into a multi-industry groupleading the region and the world; to gain the admiration of the world community,pride and typical for the development of Vietnam through the development of
creative strategies to serve the sustainable development of mankind.
- Dai Nguyen coffee products are exported to 43 countries around the world withmajor markets like USA, China, system development cafes and some up to 1,000cafes and the presence of transfer international rights by the appearance of DaiNguyen coffee shops in Japan, Singapore, Thailand, Cambodia, China, Ucarine,USA, Poland
Coffee Great Resources in the U.S.
- Dai Nguyen is now further promote the implementation of the contract to seekmarket share to Dai Nguyen Coffee
5 Conformity with coffee consumption trends of The World and India
- Instant coffee market acceleration According to the British Coffee Association,
in 2000, the share of coffee consumption accounts for 13% of the totalconsumption of coffee and after 10 years, the this number has exceeded 40%,coffee is still strong and accelerating threat proportion of products consumedcoffee roasting tradition