global - house of coffee
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GLOBAL MARKETING (MKT544)____________________________________________________________
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EXECUTIVESUMMARY
Marketing Plans are a very vital piece of information that any company would have to produce
before the very start-up of a business. It is a written document that lists down the necessary actions to
achieve one or more marketing objectives. A marketing plan is business plan but focusing on the aspectof marketing. Therefore, in this case, this marketing plan is about The House of Coffee, a company still
new, who is to become a distributor of coffees from established brands such as Nescafe, Radix and Old
Town White Coffee to name a few. Using each benefits available, The Coffee House Sdn Bhd, distributes
these coffee products mainly focusing on penetrating Vietnam market at the time being, simply because
of the political and environment itself that allows for foreign investments. Having to analysis, the
environment through the SWOT analysis, before actually plunging into the market, it could be seen that
the market of Vietnam is seen as very favorable based on theoretical analysis of the strength, weakness,
opportunity and threats. After many evaluations and considerations, The Coffee House Sdn Bhd has
developed a two-tiered strategic marketing plan, which in the first tier; focus on elements of positioning,
differentiation, segmentation, and also targeting. The second tier on the other hand consists of strategy
elements that cover offer, value, distribution, communication, and CPM/PRM. A detailed supporting
marketing plan helps to guide The Coffee House Sdn Bhd of what its effort should be in advertising and
promoting the products available. Strategies that include, IMC (integrated marketing communication)
are seen as very helpful. Other supports include channel members, promotion, website and even
marketing research. It is a plan of the effort and actions to be taken throughout the business.
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INTRODUCTION
COMPANY BACKGROUND
Basic Information
Name of the Company : House of Coffee Sdn Bhd
Business Addresses : PT 3051 Jalan Pantai, Sura Hujung, 23000 Dungun, Terengganu,
Malaysia
Website : www.houseofcoffee.com
Telephone Number : +609 788 9999
Fax Number : +609 789 9999
Form of Business : Private Limited Company
Business Type : Distributor for Coffee Product
Product / Service : Manufacture and Export Instant Coffee, Roasted Coffee Bean,
Ground Coffee, 3 In 1 Coffee And 3 In 1 Coffee Mix
Date of Commencement : 01st
April 2009
Name of Bank : Maybank
Bank Account Number : 198591089789
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BUSINESS DESCRIPTION
House of Coffee Sdn.Bhd is a coffee distributor companies that distribute many types and brands of
coffee. It is a Malaysian based company. Most of the product available at companies websites
(www.houseofcoffee.com) is came from various type of establish brand like Nescafe, Indo Café, Radix
Coffee, Power Root Coffee and many more.
The starting capital for House of Coffee is RM 65, 000. The head quarter is located in Dungun,
Terengganu with starting of four skilled workers. The administration department is only consist of the
shareholders itself to minimize the cost of paying the salary.
The main objective for the establishment is to sell wide range of coffee product through online market.
Most of the product offered is came from establish brand. Due to that factor, our company takes thisopportunity to be the distributor to market the product globally.
Currently the company future expansion is to enter into Vietnam s market. The selection of Vietnam is;
Vietnam is being second higher company after Brazil in producing coffee. Our company wants to explore
new market development and gain more exposure.
House of Coffee Sdn Bhd is emphasizing on the use of Business-to-Customer (B2C) concept and
Business-to-Business (B2B) concept in distributing the product. Our company is emphasizing this two
concepts because we can see the demand from both market models is high and can generate high
revenue for the company.
In order to maintain company position in the market, company is focusing at the company strategic
direction which is based on the goals and mission set up earlier. It is suitable with the company
positioning statement Coffee for All .
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1.0 SITUATION ANALYSIS
Before House of Coffee can enter into Vietnam instant coffee market, first and foremost
company need to undertake a situation analysis. Situation analysis will review the company s
environmental and SWOT Analyses. It also should review the existing marketing plan and any
other information that can be obtained regarding the company and the brand. It needs to cover
into several different areas such as:-
a. Product value / concept
Core benefit Basic product Augmented product
- Instant Coffee, Roasted
Coffee Bean, Ground
Coffee, 3 In 1 Coffee and 3
In 1 Coffee Mix
information.
- Ingredient info (in
dept- info)
- Latest news /
promotion
- Individual scale
- Advice (health
conscious)
Brand
Nescafe, Radix, PowerRoot, Old Town WhiteCoffee, Vitality
Core Benefit
Actual Product
Augmented
Product
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b. SWOT Analysis
The SWOT Analysis (strengths, weaknesses, opportunities, and threats) examines the House
of Coffee internal strengths and weaknesses with respect to the environment and the
competition and looks at external opportunities and threats. Opportunities may help define
a target market or identify new product opportunities, which threats are areas of exposure.
y Strengths
Broad geographic coverage The leading player in hot drinks in every
regional market, except North America
(in which it ranked sixth in 2007),
insulating it against downturns in
particular markets. Global leader in instant coffee
distributor
The company has a clear global lead in
the important coffee sector, which is
growing significantly in emerging
markets, accounting for 21% of global
value in 2007
Competitive advantage As Malaysian number one coffee
distributor, company gaining the
competitive advantage by having
established banded coffee under one
roof.
Capacity to pass on costs Company s size and marketing power
enable it to pass on a significant
proportion of the rising costs resulting
from increasing coffee and cocoa prices
to retailers and consumers
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y Weaknesses
Reliance on mass market The mass-market positioning of
company s core hot drinks brand,
presents significant difficulties in terms
of tapping into the growing demand for
premium coffee products.
y Opportunities
The premium trend Growing demand for premium coffee
products is creating opportunities for the
company to generate growth in mature
markets through the development of
brands and extensions.
Declining 15% of coffee producer Coffee output in this crop could decline
by 15% compared to the previous crop to
950,000 tonnes of coffee bean due to
prolonged rains.
Because the price of robusta is
decreasing in London market, soVietnam's coffee export price fell 4%.
It may become as an opportunity to the
company because the price of Malaysian
coffee is cheaper than Vietnam coffee
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y Threats
Dak-lak instant coffee open new
factory
The 288 billion VND mill, invested by
Singapore s Jayangti Pte.Ltd, is designed to
churn out 6,000 tonnes of instant coffee a
year, which makes it the largest mill of its
kind in Vietnam thus far.
House of Coffee Sdn. Bhd hard to compete
with local companies in terms of coffee
production.
Trung Nguyen open new factory Covering 30,000 square meters of Tan Dong
Hiep A Industrial Park, Vietnam s biggest
such factory yet can turn out 3,000 tons of G7-brand instant coffee a year.
Coffee crop because of the nature
environment, for example rain falls
Vietnam's early forecast of its falling robusta
output could exacerbate a deficit and dent
an expected price recovery on the world's
2009/10 coffee market due mainly to falling
output in top producer Brazil while demand
will keep growing.
The rains have had two effects: lowering
bean quality and early flowering, which
means the next crop's output will drop.
Competition from vinacafe Few years ago, instant coffee is a fertile soil
in Vietnam for foreign investors.
The annual demand for instant coffee
reached 5,600 tonnes, while production
capacity in Vietnam is a few only. In
2000,Vinacafé suddenly raised its
production capacity of instant coffee to 10
times, taking back 45 percent of
the market shares.
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c. PEST Analysis
Political and Legal Environment
Starting the 2006, the Unified Law Enterprise 2005 (ULE) and Common Law on Investment2005 (CLI) replace the Law on Foreign Investment (FIL) and governing foreign direct and
indirect investment in Vietnam. By applying the new act, it allows the foreigners to invest in
most of the Vietnam industries such as agricultural activities, new materials, high
technology, development research, environment protection and others.
From that House of Coffee Sdn. Bhd try to penetrate the Vietnam market because of the
political and legal environment that applied by the Vietnam government is allow the foreign
investment in the country.
From that House of Coffee Sdn. Bhd try to penetrate the Vietnam market because of the
political and legal environment that applied by the Vietnam government is allow the foreign
investment in the country.
Economic Environment
Starting 1986 the Vietnam government introduced the economic renovation, which is
government expresses the strong support for private sector. The Gross Domestic Product
(GDP) level increasing year by year starting from 2000 until 2007 but it becomes slower in
2008 because of the world economic downturns.
In order to increase the income level, Vietnam government encourages the foreign
investment that may supply money to the country for the economy and social activities and
country developments.
Social Environment
The international communication system has been upgraded in Vietnam as a respond
towards the increasing market demand of the coffee consumption among the Vietnamese.
In order to deliver the message of the product offering, House of Coffee Sdn. Bhd using the
traditional communication such as newspaper and also the electronic communication tools
such as web site to approach the target audience.
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House of Coffee Sdn. Bhd should consider the best language to approach the Vietnamese.
House of Coffee Sdn. Bhd choose to use English in advertise the product offerings in web
site (www.houseofcoffee.com), Vietnam newspaper such as Vietnam Investment Review
newspaper, and Vietnam magazines such as Vietnam Economic News Magazine and
Vietnam Economic Times Magazine.
Technological Environment
Technological environment here mean the latest technology that be used by House of
Coffee Sdn. Bhd in ensuring that our coffee products reach its targeted destination for
example customers without jeopardizing the high quality of the product offering especially
in terms of packaging and goods delivery. Since House of Coffee Sdn. Bhd is a distributor and
not manufacturers, the company see technology advancements that effects out companyenvironment as the channels that help us with our distribution. These channel members
may include transportation companies and also logistic arrangements. The following
elements are explained in detailed as below.
Transportation
Transportation is a medium that is used in order to move our products from one place
to another. It could be through many forms which include rail, road, air or sea. In our
case, The House of Coffee Sdn. Bhd. we begin by sending our coffee products to
Kemaman Port which is located in Terengganu. This is due to the deep sea that the port
has which makes it easier for ships to sail through.
Other than that, travelling to West Port in Klang, Selangor would just seem too
ridiculous. Shipping through the ocean medium would take an estimated time of at
least 5 days. Later, from there, in order to transport our coffee to local intermediaries,
we prefer using road transportation to make sure that our products reach our
customers, even though roads in Vietnam is well-known for its traffic congestions, butaccidental occurrence is statistically low, especially in 2002 till 2003 (Transport in East
Asia and Pacific, The World Bank).
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Their road system include national roads administered by central level, provincial roads
administered by provincial levels, district roads administered by district level, and urban
roads managed by towns and cities. Other transportations were considered during pre-
postal, but in Vietnam, other transportation would lead to late arrival of our products.
The destination of our products will go through the route from Ho Chi Minh City Port
until our local intermediaries Anh Phuong located at the address of The Ben Thanh
Market, The No. 3 Door, Weast Gate, Ho Chi Minh City, Vietnam. Therefore in order for
our products to reach the destination, road transportation by hiring a local
transportation company, Tuyet Transporters.
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2.0 LINK E-BUSINESS WITH E-MARKETING STRATEGIES
After reviewing the marketing and e-business plans, House of Coffee need to conduct strategic
planning in achieving the firm e-business goals. An important part of the process is to define the
potential revenue streams. House of Coffee had select e-commerce as one goal, which is
planning to bring in money from selling selected product online. After reviewing the e-business
goals, companies create supporting e-marketing strategies. For clarification we present this as
Tier 1 and Tier 2 Strategies:-
TIER 1
E-MARKETING
STRATEGY
TIER 2
TIER 1 E-MARKETING STRATEGIC PLANING
POSITIONING
Positioning refer to how we want to position our brand in the minds of customer. At House of Coffee,
the tagline use is Coffee for All . The tagline will portray the image that company can serve everybody
need.
DIFFERENTIATION
House of Coffee is differentiating with other company. With just one click, customer can easily purchase
many types of branded instant coffee under one websites. Customers no longer have to go to different
URL address to purchase the coffee they want.
POSITIONING
OFFER
DIFFERENTATION SEGMENTATION
TARGETING
CPM /PRM
COMMUNICATION
DISTRIBUTION
VALUE
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SEGMENTATION
House of Coffee is optimizing on mass segmentation. This is because, the population Vietnam have a
larger size of the segment, they have almost 85.2 million of populations. This huge population have
giving an opportunities to the company in order to distribute the products. The opportunities thecountry has to offer have been greeted enthusiastically by foreign investors, and since 1988 investment
pledges have reached over 1,200 foreign investment projects having an aggregate investment capital of
over US$16 billion. Besides that the coffee is one of the largest agriculture product produce by the
Vietnam.
TARGETING
Due to the implementation of the mass segmentation, House of Coffee customer is targeted globally.
Currently companies are serving the Malaysian market and plan to enter into Vietnam s market. At this
phase, company is trying to satisfy customer needs and want by deliver good quality product from good
branded coffee product. Moreover, research also will be conducted from time to time to time in order
to study customer needs and wants according to their lifestyle and culture.
TIER 2 E-MARKETING STRATEGIC PLANNING
THE OFFER : PRODUCT STARATEIES
As company is implementing online selling it will enable company to provide customer with the
latest information. As being mention earlier, House of Coffee is implementing business-to-
customer (B2C) and Business-to-Business (B2B) business model. For the B2C market, individual
customer can purchase the product as much as they want. Discount will be given based on the
quantity and loyalty record. In favor of the B2B market, company try to serve customer or
company that want to purchase the instant coffee in large quantity or in bulk purchasing. They
will be special pricing scheme for each bulk purchasing.
THE VALUE : PRICING STRATEGIES
The House of Coffee must decide how online product prices will compare with offline
equivalents. Due to that factor, House of Coffee had differing the cost of sorting and delivering
products to individuals through the online channel as well as competitive and market concern.
Currently company is implementing in Cost Plus Pricing and Dynamic Pricing.
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Cost Plus Pricing
The basic pricing strategy involves simply adding a fixed markup to the product cost. As
House of Coffee work as distributor, it is necessary for the company to mark up the
price so that company can cover up some cost such as management cost, overhead cost,
wages and salaries and so forth.
Dynamic Pricing
This strategy applies different price level for different customer or situations. For
example, a first time buyer or someone who hasn t purchased for many months may
receive lower prices than heavy users, or prices may drop during low demand periods.
DISTRIBUTION STRATEGIESHouse of Coffee plays a role as an instant coffee distributor for various types of coffee product
such as Vitality Coffee, Radix Pre Mixture Coffee, Old Town Nan Yang White Coffee O and
Nescafe 3 in 1 Coffee. Due to the factor that the entire coffee product is from Malaysian based
product, Company has selected local intermediaries in Vietnam. It is located at Ho Chi Min City,
Anh Phuong Store, The Ben Thanh Market, The No.3 Door-West Gate.
The reason of having the local intermediaries is to reduce companies shipping cost. As
companies receive order from Vietnam, the local intermediaries will take responsibility to
sHouse of Coffee at Vietnam.
Currently the population of Ho Chi Min City is 87 375 000 people. The strategic location of Ben
Thanh Market has influence House of Coffee to allocate companies local intermediaries there. It
is not only serve Vietnam people but also other tourist that come to Vietnam. This is because,
Ben Thanh is one of the famous place in Vietnam where it is like heaven of shopping where
everybody will come.
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MARKETING COMMUNICATION STRATEGIES
The internet spawned a multitude of new marketing communication strategies, both to draw
customers to a Web site and to interact with brick-and-mortar customers. House of Coffee is
using Web pages (www.houseofcoffee.com) and email ([email protected])
to communicate with their target market and business partners.
Companies build brand images, create awareness of new products, and position products using
the Web and email. Database marketing is key to maintaining records about the needs,
preferences, and behavior of individual customers so companies can send relevant and
personalized information and persuasive communication at strategic times.
RELATIONSHIP MANAGEMENT STRATEGIESHouse of Coffee will encourage the customer relationship management strategies in two ways:-
Individualization
The level of individualization reflects the degree to which firm customer interaction are tailored
or customized to the individual user. For The Coffee House Sdn. Bhd. when we say
individualization, there are actually no elements of individualization as The Coffee House Sdn.
Bhd. targets customers in mass quantity. We have no specific target customers, hence the
slogan Coffee For All .
Interactivity
Interactivity is defined as a two-way flow of communication between the firm and the
customers. It is not enough that communication flows are frequent, interactivity require a
dialogue between firm and customer in which both parties listen to, respond to, and serve the
needs of the other. In the case of The Coffee House Sdn. Bhd, we contact with our customers
through e-mail. Any updates, reports, complaints, and suggestions could be communicated
between us and our customers through e-mail.
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3.0 OBJECTIVES
House of Coffee has its own e-marketing objectives to be achieved, which include:
To increase market share.
With the use of internet, it is easier for House of Coffee to reach the customer across the
boundary. Even though House of Coffee is a Malaysian base company there are no
barriers for company to enter other company including Vietnam.
To increase sales revenue (20 thousand units per month).
Currently the company sales revenue is 10 thousand units per month. Because of market
expansion to Vietnam, it had brought opportunity for House of Coffee to increase the
sales revenue to 20 thousand units per month.
Reduce promotion cost.
One of the advantage of using the internet is, it can reduce the companies promotional
cost. It is because; companies can easily advertise companies and product information at
company s websites. It does not involve any additional cost such as paying other agencies
to advertise about the company.
Improves companies databases.
Currently there are about 100 customers who are loyal to House of Coffee. With the use
internet marketing, it can enhance the company s database. It is not only focusing to
increase the number of customer but also in handling customer information in correct
way. In a sense of having a systematic system.
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Online Goals Online Strategies
Online
Advertising
Database
Marketing
Direct E-Mail Online Sales Viral
Marketing
Find affiliates No No No No Yes
Gather
customer
information
No Yes Yes Yes Yes
Improve
customer
service
No Yes Yes Yes Yes
Increase brand
nameawareness
Yes Yes Yes Yes Yes
Sell goods or
services Yes Yes Yes Yes Yes
Enhance
company
image
Possibly Yes Yes Yes Yes
Engage in
suggestive
selling
Possibly Yes Yes Yes Yes
Generate sales
leads No No Yes Yes Yes
E-MARKETING OBJECTIVE-STRATEGY MATRIX
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4 .0 IMPLEMENTATION PLAN
4 .1 PRODUCT BRAND STRATEGY
A. Customer targets
y Size/growth of the segment
Company used mass segmentation. Vietnam have a larger size of
the segment, they have almost 85.2 million of populations. This
huge population have giving an opportunities to the company in
order to distribute the products. The opportunities the country has
to offer have been greeted enthusiastically by foreign investors, and
since 1988 investment pledges have reached over 1,200 foreign
investment projects having an aggregate investment capital of over
US$16 billion. Besides that the coffee is one of the largestagriculture product produce by the Vietnam.
y Opportunities for obtaining competitive advantage
Vietnam has large land resources which have irrigated land about
30000sq km. From the land they have used 20.14% as an arable
land, 6.93% as permanent crops and the 72.93% is used for others
functions. Vietnam also are full with the several ways of
transportation which is inland waterways, roads and highways,
urban transports, rural transports, railways, air transports, and ports
and shipping.
y Resources available
They are several resources that help the Vietnam government to
manage and control the economy. Its have been separated into 2
types which is natural resources and the water resources. The
natural resources are phosphates, coal, manganese, bauxite,
chromate, offshore oil and gas deposits, forests, hydropower. They
also have 891.2 cu km of total renewable water resources.
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B. Competitor targets
They are three main competitors for House of Coffee product in Vietnam.
Firstly is Vinacafe Bien Hoa Joint-stock Company. It is situated at
Bien Hoa Industrial Zone, Dongnai Province, Vietnam. Vinacafé has produces 1,000
tonnes of coffee a year. Products produced by Vinacafé Joint Stock Company have
been exported to more than 20 foreign markets including the US, China and Taiwan.
Second, is Trung Nguyen. It was established in 1996 and being processing coffee in
Ban Me Thuoc city. Trung Nguyen coffees using Arabica, Robusta, Chari (Excelsa),
Catimor, Liberica and other diverse varieties preserve the unique flavors and robust
nature of the coffee plant and help to create bean blends that are unique and simplybroader and better in flavor than any single-source coffee can be.
GIA NGUYEN, with over 10 years of Producing and Trading experience, has been the
leading producer and exporter in Vietnam. Besides coffee Gia Nguyen also being as
main competitors.
C. Product / service features
y CORE STRATEGY
For the core strategy, companies have used cost/price (value)
strategy. Company used cost based pricing in order to match the
price and the quality of the products. Besides, as distributors, they
used the cost/price strategy to help them mark up the price to get
the revenue or profits.
y VALUE PROPOSITION
As position by the manufacturers the product that we are selling is
tasty, high quality products, famous brand name, and was already
establish to several country. Besides that, this coffee was suitable to
everybody without limit the aged or genders. This product also
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valuable to be purchase because it has a suitable price that can be
purchase by every level of customers.
y PRODUCT POSITIONING
In order to attract the customer s awareness, company used the
tagline COFFEE FOR ALL . This tagline will help the company to
position their brand to the mind of the customers.
SUPPORTING MARKETING PROGRAMS
A. Integrated marketing communications plan
y
Company wanted to increase the number of the customers and attractmore prospects to buy the product, so they have used both advertising and
promotions altogether.
B. Advertising
y Company used several advertising media such as the mass media and the
printed media. In the mass media company used radio and for the printed
media company used selected magazine and newspaper. Example of the
newspaper is Vietnam Investment Review and example of Vietnam
magazines is Vietnam Economic News Magazines, Vietnam Economic Times
Magazines. This media being selected because it was much cheaper
compared than other media. They also help to reach the customers
effectively.
C. Promotion
y In order to create and maintain the relationship with the Vietnam
customers, companies have selected few local intermediaries at several
areas like Ho Chi Min City. So from the local intermediaries company make
sample, point of purchase display and so forth. The product can be purchase
at Anh Phuong, located at The Ben Thanh Market, The No.3 Door-Weast
Gate.
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D. Price
Bil Items US Dollars Ringgit
Malaysia
Vietnam
Dhong
1 Nescafe 2.5 9 4 0,000
2 Vitality 3.5 13 56,000
3 Radix 4 .5 17 72,000
4 O-Town 3 11 4 8,000
E. Channels
y Company has selected local intermediaries located at Anh Phuong Store,
located at The Ben Thanh Market, The No.3 Door-Weast Gate, Ho Chi MinhCity.
F. Customer management activities
y Company provides the email address to the customers so that, they can
email any suggestions, recommendations, problems and so forth directly to
the company. Besides that they can resent the product that damage and get
the money back guarantee. For the loyal customers, they can get discount
and rewards.
G. Websites
The company websites is www.houseofcoffee.com.
H. Marketing research
In order to ensure the success of the company, companies have distributed the
questionnaires to gather the information and the feedback from the customersabout the products, before and after sales. They also make a research about the
competitors and the market potentials.
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5.0 BUDGETING (PER MONTH)
NO ACTIVITIES BUDGET A
1 Market Survey
2 Media Campaign
3 Paper Work
4 Web design
5 Accommodation
6 Transportation
7 Wages and Salary
8 Payment and Equipment
9 Cost of Printing
10 Information Sheets distribution
11 Additional cost
TOTAL
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6.0 EVALUATION PLAN
Once the e-marketing plan is implemented, its success depends on continuous evaluation. This means,
House of Coffee must have tracking systems in place before the electronic doors open. The evaluation
plan consists of two stages, which are:-
Performance Standard
Marketing Manager responsible - reporting all financial expenditures, including personal
salaries and direct expenses for the segment of the product.
Marketing Manager - adherence to the project budget and will report overages to the
company Chief Executive Officer on monthly basis.
Product offering will be evaluated on last quarter basis to determine profitability.
Product development and market positioning expenses will be distributed over 1 year
period and will be compared with gross income generated during the previous and same
period.
Monitoring Procedure
Project management concept.
Perpetual comparison of actual and planned activities will be conducted on a monthly
basis for the first year and on a quarterly basis after the initial implementation phase.
Each project team is responsible for determining what changes must be made inprocedures, product focus, or operations as a result of the studies conducted in its area.
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CONCLUSION
It could be concluded that even though as a starting company, The Coffee House Sdn Bhd has
fully understand the situation and the flow of what they are to face in the business environment.
Vietnam is country that many people on first impression may think that it is unsuitable for businesses,but The House of Coffee Sdn Bhd, saw this as an opportunity to spread and distribute local coffee
products from Malaysia and penetrate a different market. Thus, each steps and guideline has to be
planned and discussed in detail. The House of Coffee Sdn Bhd has identified of what needs to be done
and before actually penetrating Vietnam. Even though that strategies and goals are outlined, in this
marketing plan, it is just based on theory; therefore any changes of the environment could affect a small
organization as small as The House of Coffee Sdn Bhd. But, even so, close monitoring plays an important
rule so that any appropriate actions could easily be taken if the condition needs it to. It could be seen
that by all means, The House of Coffee Sdn Bhd, is trying its best to maintain a relationship with its
customers with programs and strategies that include individualization and also interactivity. This is due
to the reason that The House of Coffee Sdn Bhd sees its customers as a very highly priced asset and if
possible is to maintain the relationship instead of just a transaction. The House of Coffee Sdn Bhd may
be spending a whole lump sum of cash in order to promote and advertise their business operation be it
online or a web page. This action taken is to hopefully create even the slightest bit of awareness to its
prospected customers, which is anyone, anywhere. The tagline of Coffee for All is as suitable as the
taste for anyone to drink it!
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REFERENCE
SOURCES FROM INTERNET
www.intelasia.net
www.vietnam.info//vietnam_business_finance
www.vietnamnetbridge.com
SOURCES FROM BOOK
Judy Strauss, Adel El-Ensary and Raymond Frost, E-Marketing, 3 rd Edition, Prentice Hall
Rafi A.Mohamad, Robert J Fisher, Bernard J Jaworski, and Gordon J Paddison, Internet
Marketing Building Advanatge in a Network Economy, 2 nd Edition, Mc Graw Hill
Lehmann and Winer, Product Management, 4 th Edition, Mc Graw Hil
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