VINACAFE

MARKETING PLAN

STUDENT : ID: 1099529108

CONTENT
I. EXECUTIVE SUMMARY II. CURRENT SITUATION AND TREND III. PERFORMANCE REVIEW IV. KEY ISSUES V. OBJECTIVE VI. MARKETING STRATEGY

I. EXECUTIVE SUMMARY
Vinacafe company background:
Vinacafe (or Vinacaf Bien Hoa JSC) is a Viet Nam based company involved in the production, processing and distribution of coffee and instant cereal mix. Main products : Robusta coffee beans and instant coffee. Vinacaf's "3-in-1" line of instant coffee, is a registered brand in 60 countries throughout the world.

I. EXECUTIVE SUMMARY (CONT )

Issues : Vinacafe want to expand coffee beans sale volume in Taiwan market. They want to making a good marketing plan for Taiwan market Objective Continue keep holding the number one position coffee supplier in Taiwan in future Export 160.000 bags (60kg) for Taiwan market in 2012. Strategy The single objective is to position VINACAFE as the premier Robusta coffee beans distributor whose quality is always be counted on.

II. Current situation

Taiwan market Market need Market growth Market trend

II. Current situation (cont )

Critical issues : Continue to ensure that their product is superior to the other Robusta beans on the market. Continue to analyze market demand to verify that VINACAFE is indeed meeting the market needs.

II. Current situation (cont )

Competitor .
Local:
Coffee Trung Nguyen Coffee Buon Me Thuot

Foreign
Golden brazil Bramazonia

III. Performance review

Product Strategy: VINACAFE has been committed to sourcing the highest quality Robusta coffee beans. Pricing: VINACAFE pricing scheme is based on per product costs. Distribution: The product can be distributed throughout all Taiwan specialty roasters Advertising and Promotion: Several different methods will be used for advertising and promotion.

IV. Key issues

Strengths

Opportunities

SWOT

Threat

Weakness

IV. Key issues

Strengths:
 Strong relationships with growers as well as Viet Nam and Taiwanese wholesalers and roasters.  The use of the highest quality beans.  Sophisticated technology that drives production costs done while ensuring quality.

IV. Key Issues

eakness
Costs of doing business with Taiwan firms while VINACAFE is located in Viet Nam Dependence on a few suppliers who are the only ones capable of growing the highest quality Robusta beans. A limited marketing budget, necessary for developing brand awareness

IV. Key issues

Opportunities
Taiwan is the potential coffee consumption market. From 2005 to now Viet Nam is the largest coffee supplier of Taiwan coffee roaster. Coffee is a universal beverage. The ability to increase the profit margin through the leveraging of technology

IV. Key Issues

Threat
The commodity aspect of coffee. Costs associated with international trade, AFTA not withstanding. Future/potential competition from large corporations like ,Chan Chao International Co., Ltd, Taipei Wine & Spirits Hanse who are seeking more vertical distribution channels.

V. Objective
Short term
Increase brand awareness in Taiwan market segment from 15 % to 30 % in next year Gain at least 10-15 new clients in Taiwan market segment per quarter Achieve a high level of customer satisfaction among 95 % of target customers Increase market share in Taipei and Kaohsiung market segment by 5 % next year

Long term
Continue keep holding the number one position coffee beans supplier in Taiwan in future Build strong awareness for Robusta coffee beans over next three years Acquire 20% of our competitors customers by year 4 Increase profit margin of product line Robusta by 30 % by year 3

VI. Marketing strategy

Marketing objective Financial objective Strategy

VI. Marketing strategy

Marketing objective:
Maintain positive, steady growth each quarter. Experience an increase in new customers who are turned into long-term customers. Decrease the customer acquisition costs by 6% per year.

Financial objective
Increase the profit margin by 5% every two quarters. Holding spending, as a percentage of sales, at a specific level. Decrease the overhead fixed costs as a percentage of sales

VI. Marketing strategy

Strategy
The single objective is to position VINACAFE as the premier Robusta coffee bean distributor whose quality is always be counted on. The message that VINACAFE seeks to communicate is that their name is synonymous with the highest quality Robusta beans available. VINACAFE recognizes that developing close, communicative relationships with their clients is very important to maintaining a high quality, sustainable business. Advertising on TV, radio, news paper, website http://www.vinacafe.com.vn/

Thank for your listening!