The project on expanding retail market for shan tuyet tea products of hoang ha tea import export co , ltd

Bachelor’s Degree in Managing and Running Organization Project Conduction Working period from February 20 th to May 10 th 2020 Name of project: “The project on expanding retail market fo

Bachelor’s Degree in Managing and Running Organization

Project Conduction

Working period from February 20 th to May 10 th 2020

Name of project: “The project on expanding retail market for Shan

Tuyet tea products of Hoang Ha Tea Import Export Co., Ltd”

~ Hanoi 2020 ~

Name of the company: Hoang

Ha Tea Import Export Co., Ltd

Address: Thuy Lam Hamlet,

Thanh Son Commune, Thanh Ha District, Hai Duong Province

TABLE OF CONTENTS

TABLE OF CONTENTS

ACKNOWLEDGMENT 1

I Introduction of the company and internship 2

1 Overview of Hoang Ha Tea Export Co., Ltd 2

2 Organization chart 3

3 SWOT : 3

3.1 Strengths : 3

3.2 Weaknesses : 4

3.3 Opportunities : 4

3.4 Threats : 4

II.Overveiw of the project: “Expanding the retail market of Shan Tuyet tea products” 4

1 Context : 4

2 My tasks during an internship at the company 5

III Details of the tasks during the internship 5

1 Find out about Shan Tuyet tea company 5

2 The retail situation of Shan Tuyet tea in the market 9

2.1 Market demand of Shan Tuyet Tea in Vietnam : 9

2.2 Customer analysis : 10

2.3 Competitors 10

2.4 Surveying Shan Tuyet tea retail situation in some big supermarket chains, souvenir shops in Hanoi area : 11

2.5 At online sales channels : 14

3 Find out the process of opening a store on some ecommerce sites (April 15 -April 25) 15

4 Make store registration on Shopee and Lazada 17

5 Create a company website : 18

IV Case study 20

1 Problems 20

2 Solution 20

3 Result 21

V Assess internship period 21

1 Contributions to Hoang Ha Tea Export Co., Ltd 21

2 Knowledge and experience gained after internship 21

3 Difficulties and solutions 21

CONCLUSION 23

There will be no success without the support of others whether more or less,direct or indirect From the very beginning, I have already received great attentionfrom my competent lectures, fellow friends and family With very sincere gratitude, Iwould like to give special thanks to our lecturers at International Faculty – University

of Commerce and University of Toulon, who have enthusiastically conveyed yourprofound knowledge through my school years

Especially, I would like to show my deep sense of gratitude to my lecturer, Mr

LA Tien Dung, for his constructive advice to help me finish my internship at thecompany excellently

I also would like to express my great appreciation to all of the staff of Hoang HaTea Export Co.,Ltd as well as Mr DO Van Hau, who directly instructed and gave mesuitable orientations in terms of my major and my future career

I Introduction of the company and internship

1 Overview of Hoang Ha Tea Export Co., Ltd

Starting operation: in 2011

Address: Thuy Lam Hamlet, Thanh Son Commune, Thanh Ha District, HaiDuong Province

Scope activities: Tea and freight by road

Director: Hoang Van Hoan

Phone : 0912026924

Email : vnextea20@gmail.com

Mission: "Bring Vietnamese tea to conquer the international market"

Core values: Focusing on customers; cooperation, mutual development withpartners; apply technology, improve product quality

Vision: Become the familiar face of Vietnamese tea distribution in theinternational market

Slogan: "Essence of the Earth"

of customer preference for each type of tea through sales and purchasing frequency.Therefore, when the company wants to enter the retail market, the board of directors aswell as the relevant departments can easily assess and decide which products will bethe focus for the company to focus on the retail market

Planning Staff

Supervisor

Project Team

General Accountant

Manufacturing

Market Research

SalesPromotion

Budget Management

Investment Plan

Inventory Management

Quality Control

3.2 Weaknesses :

Although the company has many years of experience in the field of teadistribution, but up to now, the company is completely distributing tea in the form ofwholesale Therefore, entering the retail market is a completely new field for thecompany, the company will have to start from scratch and the experience so far maynot be able to support the project this case

- When searching on Google with the keyword "Shan Tuyet tea", there are 70million results in 0.41 seconds but most are the results introducing the use and value ofthis tea, not many links to prestigious shopping addresses

- On e-commerce trading floors, searching for "Shan Tuyet tea" has very fewresults, such as Lazada with 119 results, at tiki there are about 18 results This is a verymodest figure when other types of tea such as Thai Nguyen green tea, black tea, blacktea, have the number of products sold from 10-30 times

3.4 Threats :

Due to the prolonged situation of the Covid-19 epidemic, leading to a moredifficult economy, people tend to spend "austerity", focusing more on health careproducts and needs essential, eliminating unnecessary interests, leading to the launch

of a new tea product at this time will be difficult for consumers to choose

II.Overveiw of the project: “Expanding the retail market of Shan Tuyet tea products”

1 Context :

Market expansion is a condition for businesses to exist and develop There isalways fierce and strong competition on the market Market expansion activitiesgreatly contribute to the company's development Along with the development ofscience and technology has a strong impact on the economy, making the developmentspeed of the economy soar

Shan Tuyet tea products of the company have always been loved by the teaworld However, this product has not been widely available on the market Therefore,the project "Expanding Shan Tuyet tea market of Hoang Ha tea export company" isreally necessary

2 My tasks during an internship at the company

III Details of the tasks during the internship

1 Find out about Shan Tuyet tea company

After learning about Shan Tuyet tea of the company through pages of books,newspapers and photos, I asked the board of directors to allow me to go to Shan Tuyettea cultivation and production in Yen Bai to learn more more about tea With thepermission of the company leadership, on February 24, 2020, I and my uncle Hau,who instructed me in intership, took a trip to the company's tea factory in Yen Bai tovisit and study carefully more about the company's Shan Tuyet tea product After thetrip and the knowledge I have learned, I have drawn the following:

4 Registration of booths on some online sales channels (1/5- 10/5)

5 Creat website for company (5/4- 10/5)

Shan Tuyet Tea

Visiting the ancient tea trees at the top of the mountain, I realized that theseShan Tuyet tea trees are located in a very high area, with trees above 1,000 metersabove sea and cloud blind cover year - round, the difference in temperature betweenday and night is as large as Yen Bai, Ha Giang, Lao Cai, Lai Chau, Son La andsome other new scattered distribution of this type of tea Inheriting cool alpine climateall year round, cloudy days, so the tea here is big buds, covered with a layer of finefuzz like velvet, snowy white Tea more than 300 years old, large trunk, with trees up

to several meters in diameter, the average height of the tree up to 4m, leaves and teabuds are different from other types of tea Therefore, there are only about 80 thousandtea trees in the whole country

One year shan snow harvests 4 crops, of which the first one falls in the springwith the highest quality, the last one usually around August to September of the lunarcalendar When the harvest time comes, the Mong girls in eye-catching dresses spreadout the ancient tea trees 3-5m high to pick up green buds Unfortunately, this time I didnot witness them harvest their tea

The company's annual output is constantly increasing The following is a table

of Shan Tuyet tea production figures from the company from 2015 to 2019:

Applied wholesale price: 500,000- 700,000 VND / kg (prices vary by season andbased on amount of tea partners' imports)

The miraculous effects of Shan Tuyet tea:

+ Use of toxins: Tea water can be used as a natural detox water extremely

effective and convenient The product can rehydrate the body very well

+ Create the mind, lucidity: In Shan Tuyet tea contains a small amount of

caffeine (less than coffee), so when drinking, tea has the effect of making the mindawake, the spirit of spirits, helps tea drinkers Focus on working effectively withoutharm

+ Helps fat loss, weight loss: A cup of tea after every meal will help reduce the

process of absorbing fat from food and also very beneficial to the digestive system thebody

Strict process of tea picking: In order to create round tea buds full of flavor,

Northwestern people have been extremely careful in collecting tea Right when the skywas still cloudy and the dew was cold, the people climbed a hundred-year-old tea treewith a big basket behind them Tea here is not picked simultaneously but classifiedaccording to the development of tea leaves

After picking tea, will pick up all the deep and old tea leaves Then follow thecompany's quality assurance process according to the company's Shan Tuyet teaprocessing process:

Dry the tea :

After being brought back, tea buds will be taken into the room with airconvection system The thickness of the tea should not exceed 20 cm, the roomtemperature does not exceed the threshold of 25 degrees C While waiting for drying

to pass, every 1 to 1 and a half hour the tea maker will turn over the bud once to avoidbeing crushed or drooping leaves The waiting time should not exceed 10 hours toensure the flavor of the tea remains as it was when picked from the tree Next, the tea

is spread thinly and dried at 95 to 1000 degrees Celsius for a period of 15 to 20

tea

Preservation and packaging

minutes After drying is complete, let the tea cool for 1 to two hours before putting itinto the Fry machine

Fry tea :

People will pour tea into the rotating barrel when the temperature reaches 200 to

3000 degrees C for a period of 3-5 minutes The amount of tea in a batch must besufficient, not less or less In this respect, long-term tea artisans need to look at it toknow whether the amount of tea poured is enough or not

Crating tea:

Tea is crumpled twice, each time ranging from 15 to 20 minutes After finishing,people will continue to use their hands to loosen the lumps The final product is lightcurly tea buds, looking quite beautiful

Mr Hoan - Director of the company is cracking tea

Preservation and packaging:

Shan clean snow tea will be temporarily packed in wooden crates before beingpacked This wooden crate must be well lined with 3 layers: 2 layers of paper on theoutside and a thin layer of metal in the middle Tea should be tight, avoiding the airbetween will cause tea moisture

Depending on the shipment, shan snow tea will be put into PE, PP bags withdifferent capacities, then vacuum to ensure the longest storage time of tea, avoiding airpenetration to moisten and cause loss taste of tea

In addition, the company also uses the aluminum box as shown below to packagefinished products The box is made of aluminum material, with a cylindrical shape.Outside the box is covered with 1 layer of paper with company logo, Shan Tuyet teaname, instructions for use, how to make tea, etc

Shan Tuyet Tea retail products of the company

- The art of enjoying tea:

Thanks to the guidance of Ms Nga - Head of the tea quality control company andthe effort to learn and practice making tea, I have drawn the experience of making tea

as follows: To make a warm pot Tasty tea, people take a sufficient amount of budsmixed 1 teapot, then use boiling water to slowly pour in, warm brewing must use theold type of baked land to have the right aroma The first most important step is to rinsethe tea leaves so that they can absorb and at the same time remove the dust thatremains after the processing stage Next, pour boiling water into the kettle to allowfoam to flow out, cover, wait 5 - 10 minutes Tea buds are large, the water must boilfrom 90-1000C, tea water must be used to make wells or rainwater In Suoi Giang,mountain water is used so that the flavor and color are more fresh When pouring tea,pour only a little each cup When finished the first turn will pour to turn two So nocup of water is too thin or too thick If you fill each cup one by one, there will be alight, dark cup and prevent the drinker from enjoying the full flavor

2 The retail situation of Shan Tuyet tea in the market

2.1 Market demand of Shan Tuyet Tea in Vietnam :

Tea has been a familiar drink for every Vietnamese for a long time Drinking tea

is also a habit, an elegant hobby of the people Because of the perceived healthbenefits, more and more consumers are choosing tea over other drinks of the sametype Therefore, the demand for tea of high quality, convenience and hygiene is a toppriority In order to meet the needs and tastes of consumers, many companies have

launched many new high-quality Shan Tuyet tea products such as: Tea Bag Tea, OldShan Tuyet Tea.

Due to the nature and characteristics of the product, the time when the market hasthe highest demand is on the Lunar New Year On New Year's Eve, teapot seemsindispensable in every conversation Enjoying a Vietnamese-style cup of tea isenjoying a whole Vietnamese culture Tea is used by Vietnamese people all yearround, spring, summer, autumn and winter, from the pub in the summer to the familyteapot, or luxurious restaurants

Talking with Mr Hoang Van Hoan - Director of the company - a person withexperience of drinking tea for a long time shared: “On the market today, there aremany types of soft drinks but enjoying a cup of tea always brings a feeling ofrelaxation extremely comfortable and pleasant In addition, drinking Shan Tuyet tea isalso very good for health, beneficial for respiratory and cardiovascular

2.3 Competitors

Understanding the needs of the market, in recent years, a series of Vietnamesetea brands have been continuously launched Shan Tuyet Tea products and put intodistribution channels It can be said that the Vietnamese tea market is entering a period

of "hundreds of flowers blooming" with a lot of investors at different levels, segmentsand distribution channels The number of competitors is increasing

The company's competitors are some private enterprises, small and mediumenterprises such as Truong Hai Tea, One Life Tea Some of these companies haveapplied the same tea making techniques as Hoang Ha Company However, Hoang HaTea Export One Member Co., Ltd has an advantage over its competitors that has had along-standing reputation in the market, and Shan Tuyet tea products are always