acct2118 g3 diamondteam projectproposal

8/18/2019 ACCT2118 G3 DiamondTeam ProjectProposal

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υιοπασδφγηϕκλζξχϖβνµθωερτψυιοπασδ

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ψυιοπασδφγηϕκλζξχϖβνµθωερτψυιοπα

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σδφγηϕκλζξχϖβνµθωερτψυιοπασδφγηϕκ λζξχϖβνµρτψυιοπασδφγηϕκλζξχϖβνµθ

ωερτψυιοπασδφγηϕκλζξχϖβνµθωερτψυι

οπασδφγηϕκλζξχϖβνµθωερτψυιοπασδφγ

By Diamond Team• Bui Huu Thien – s3516393 (Leader)

• Luong Hoang Khanh Duy – s342620• Le Thuy !huong "uynh – s3446404• #guyen Thi #go$ %ai – s34&964• #guyen #am Lo$ – s3425&64

ACCT2118: Industry Project

Proposal for Halong Canfoco

'rou 3


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1. Overve! of t"e ssues....................................................................................................#2. Identfcaton of specfc pro$le%s....................................................................................#

2.1. &ar'etng strategy.................................................................................................... #2.2. (erce co%petton.....................................................................................................)

2.#. Project O$jectves..................................................................................................... )#. *terature reve!..............................................................................................................)

#.1. &ar'etng strategy.................................................................................................... )#.2. (erce co%petton.....................................................................................................+

). ,esearc" &et"odology:...................................................................................................-+. Concluson.......................................................................................................................-. ,eferences...................................................................................................................... Appendces..........................................................................................................................1/

Append0 1. Is"'a!a dagra%..........................................................................................1/ Append0 2. ,c" pcture...................................................................................................11

Append0 #. PT* analyss.......................................................................................... 12 Append0 ). 3OT analyss.............................................................................................1) Append0 +. 4annt c"art...................................................................................................1+ Append0 -. Internet source evaluaton.............................................................................1- Append0 . P,O&PT c"ec'lst........................................................................................21 Append0 8. &eetng %nute............................................................................................. 22


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1. Overview of the issues

(ounded n 15+6 Halong Canfoco 7Canfoco !as t"e poneer n 9etna%ese food

processng ndustry 7Halong Canfoco n.d.. Its products range fro% canned fs"6

%eat6 vegeta$le to froen products6 l'e sausages and sprng rolls.

T"e corporaton vson s to $eco%e a leadng food $rand n Asa6 "o!ever !t" t"e

fast c"angng envron%ents and t"e develop%ent of t"e ndustry6 even t"e leadng

poston of Canfoco s no! $eng t"reatened. Over t"e last + years6 t"e $usness

perfor%ance of Canfoco s not so postve. It "as lost over "alf of ts %ar'et s"are to

co%pettors6 fro% 1/.2; n 2/11 to a %ere of ).+; n 2/1+ 7uro%ontor 2/1-.

T"e ssues !ould $e dscussed n t"e pro$le% dentfcaton and t"e projectve

o$jectves !ould $e set to overco%e t"ese pro$le%s. *terature reve!s !ould $e

presented for Canfoco to understand deeply t"e stuaton. and t"e researc"

%et"odology !ould also $e provded to clarfy "o! nfor%aton s found out.

T"ess state%ent: T"ere are t!o underlyng ssues t"at lead to t"e unsatsfactory

perfor%ance. T"ese are t"e lac' of an effectve %ar'etng strategy to pro%ote ts

$rand and t"e ferce co%petton !t" $ot" do%estc and foregn corporates.

2. Identication of specic problems

2.1. Marketing strategy

Canfoco "as a long


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>et6 t"e current strategy !ould put Canfoco n dsadvantage6 as t !ould not $e a$le

to capture t"e consu%er=s de%and and trend !"c" are t"e deter%nant of $usness

success 7Olver 2/1). Accordng to ?"uong 72/126 t"e crtera of canned food

product selecton of 9etna%ese are ncreasngly dversfed6 not only focus on prce

or @ualty $ut ot"er ele%ents l'e "ealt"ness6 envron%ental


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ve!ed to $e t"e $rdge $et!een t"e %anage%ent and satsfyng consu%er n order

to attan proft for t"e corporatons 7Bel c"%dt‐,edger 2/1/.

Ho!ever6 not %any 9etna%ese $usnesses n food processng ndustry pay an

e@uvalent attenton on t"s pvotal tool 79etna% &nstry of Industry and Trade

2/1+. T"ey concentrate %ore on productvty to ac"eve econo%es of scale and

offer lo!er prce to consu%ers to co%pete !t" t"er opponents 7Internatonal

&ar'ets Bureau 2/11. >et6 t"ey undervalue t"e pro%nence of @ualty6 desgnng and

%ar'etng strateges for $usness co%pettveness 7Internatonal &ar'ets Bureau

2/11. uro%ontor report on 9etna% food processng ndustry 72/1+ also agreed

t"at t"e %ar'etng actvtes n t"s sector are l%ted. &r Bu fro% 9etna% &nstry

of Industry and Trade cla%ed t"at %any 9etna%ese enterprses do not a!are of t"e

role and t"e %portance of $randng and %ar'etng n t"er $usness operaton 7Hong

*oan n.d.. He also ndcated t"at t s t"e reason !"y 9etna%ese co%panes are n

dsadvantage of co%pettveness6 as 9etna%ese processed food possesses lo!

$rand a!areness n $ot" regonal and nternatonal %ar'ets 7Hong *oan n.d..

.2. Fierce competition

Parallelng !t" t"e ncreasng ur$anaton and t"e gro!t" of affluence class6

9etna%ese canned food sales are e0pected to e0perence a ro$ust gro!t" !t"

value gro!t" of appro0%ately of +/; $et!een 2/1) and 2/15 7B&I ,esearc"

2/1-. T"us6 t attracts $ot" do%estc and nternatonal players to s"are so%e peces

of t"e pe6 resultng n an aggressve co%petton.

Alt"oug" 9etna%ese $usnesses are stll slo! n $usness renovaton6 so%e

9etna%ese co%panes n t"s ndustry are farly actve n c"angng for co%pettveness. Accordng to ?"ue6 !"le Canfoco s strugglng n fndng t"e

pat"!ay to $usness %prove%ent6 9ssan< t"e $ggest player n t"e feld "as

undergone a lot of c"anges to %prove ts poston n %ar'et. T"e %ost sgnfcant

actvty of t s to apply closed loop supply c"an6 na%ely (ro% far% to for' to

%prove t"e @ualty of t"e product offerng to consu%ers 79ssan n.d. Addtonally6

ta'ng advantage of t"er o!n dstr$uton6 %any super%ar'ets "ave also launc"ed

t"er prvate $rands !t" e0tre%ely co%pettve prce6 !"c" %a'es t"e %ar'et$eco%e %ore e0ctng 7uro%ontor 2/1+.


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Ho!ever6 &s. *e< 9ce presdent of agon (ood asserts n an artcle t"at foregn

co%pettors !ould $e t"e %ost dangerous t"reat n 9etna% %ar'et 7C"an" 2/1+.

ven t"oug" do%estc corporatons "ave advantage n understandng local taste and

%ar'et understandng6 nternatonal players are %ore po!erful n fnance and

tec"nology 7C"an" 2/1+. Currently6 9etna%ese $rands are usually co%petng !t"

foregn product n prce. >et t"s advantage !ould lose soon6 snce T"aland player

are %ple%entng t"er %anufacturng plant n 9etna% to e0pand and el%nate tarff

as !ell 7An" 2/1). (urt"er%ore6 t"e !esternaton n 9etna%ese lfestyle as !ell

as t"e preference of 9etna%ese to foregn products !ould also create %ore

opportuntes for nternatonal fr%s to co%pete 7uro%ontor 2/1-.

>et6 co%petton s not al!ays t"at negatve. 4roud and &ueller 72/11 argued t"at

co%petton pus" fr%s to $e fast


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'. (onclusion

In a nuts"ell6 neffectve %ar'etng strategy and ferce co%petton are t"e t!o %ajor

c"allenges for Halong Canfoco. T"e proposal a%s to clarfy t"ese ssues as !ell as

e%p"ase on t"e %pact of t"e% to Canfoco $usness. It also provdes clear and

specfc o$jectves for t"e project to en"ance Canfoco $usness perfor%ance.


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*ppendi+ 2. %ich picture


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*ppendi+ . !,-#, analysis

(gure 1: &ar'et e of Pac'aged food n 9etna%

!o*i+i$a*: As 9etna% $eca%e %e%$er of 3TO n 2//6 t $eco%es pac'aged foodpotental %ar'et for %ost of popular nternatonal pac'aged food co%panes suc" as

?elloggEs6 &ondele or Nestle. Ho!ever6 govern%ent !ant to pro%ote t"e sales of

9etna%ese product $y launc"ng ca%pagns called 9etna%ese prortes $uyng

9etna%ese goods. T"e ca%pagn ganed postve results n 2/11. Accordng to a

govern%ent survey conducted $y t"e Insttute of Pu$lc Opnon n 2/1/6 +5; of

respondents !ould c"oose pr%arly 9etna%ese $rands and products 7Hoang *e6

2/12. T"e govern%ent re%ans actve n conductng ts ca%pagns n order to

ncrease t"e a!areness of consu%er a$out local products and %anufacturers.

,$onomi$a*: 9etna% joned t"e 3orld Trade Organaton 73TO n 2//6 t"e

econo%y n 9etna% $eco%e gro!ng sustana$ly. T"s leads to "g" 4FP of 2+-.+

%llon and 4FP per capta of 265// WF. Because of t"ese c"anges6 t"e pac'aged

food ndustry "as s"o!n strong gro!t" n recent years 7(gure 1. In 2//56 retal

sales n t"e pac'aged food ndustry reac"ed W).5 $llon. (urt"er%ore6 t"e strong

4FP gro!t" rates e0perenced $y 9etna%6 !"c" stood at a 1-.); Co%pound


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Annual 4ro!t" ,ate 7CA4, fro% 2//) to 2//56 led to a rapd gro!t" n de%and for

consu%er goods 7Internatonal &ar'et Bureau6 2/11.

-o$ia*: T"ere are nearly -/; of 9etna%ese populaton s fro% 1+ to )) years old

7Inde0 &und6 2/1). T"ese young consu%ers are usually attracted to !esterned

products suc" as clot"ng6 accessores or pac'aged food. Fue to "g" populaton

rate6 t"e young consu%ers are consdered to $e t"e %ost po!erful purc"asng force

n 9etna% and as econo%c condtons %prove6 spendng $y t"s group s e0pected

to ncrease rapdly n co%ng years. T"oug" t"e consu%ers "ave "g" nterest n

pac'aged food6 consu%ers stll prefer fres" foods!"c" %ade fro% fres" ngredents.

An est%ated 5/; of "ouse!ves go to t"e %ar'et every day 7Internatonal &ar'et

Bureau6 2/11.

Te$hno*ogi$a*: T"an's to glo$alaton6 t"ere are nternatonal factors t"at support

t"e develop%ent of 9etna%=s tec"nology. At t"e %o%ent6 9etna% s ncreasng co<

operaton !t" foregn countres to %prove ts scence and tec"nology $ases

7&ar'etlne 2/1+. Ho!ever6 !ea' patent regstraton "as dscourage t"e nnovaton

a%ong corporatons 7&ar'etlne 2/1+.

,n.ironmen+a*: nvron%ental ssues $eco%e %ajor concern a%ong consu%er n

9etna%. T"ese ssues deeply affect to t"e reputaton and $usness gro!t" of %any

$usnesses. In recent years6 pu$lc %eda and govern%ent operated %any

envron%ental ca%pagns to rase a!areness a%ong consu%er a$out pro$le%s

caused $y rapd ndustralaton and t"er sgnfcant %pact to t"e co%%unty as !ell

as on t"e land. Fue to t"e sgnfcant effects of t"ose ca%pagns6 t"ere are a lot of

c"anges n perceptons a%ong consu%ers6 %anufacturers as !ell as govern%ents

7Internatonal %ar'et $ureau 2/11. T"e pac'aged food co%panes realed t"at

prces and @ualty are not only factors lead to ncrease n sale $ut also %antanng

good co%pany %age and corporate socal respons$lty as !ell.Lega*: 9etna%=s legal landscape "as e0perenced postve c"anges snce t"e

country $eco%e %e%$er of 3TO. T"e regulatons "as $een eased to encourage

ne! $usnesses as !ell as to pro%ote co%petton 7&ar'etlne 2/1+. Addtonally6

ta0 play an %portant role n t"e econo%y6 snce t %pacts t"e %ost funda%ental

actvty of t"e econo%y6 suc" as fundng nfrastructure and pu$lc servces. Ho!ever6

9etna%Es ta0 regulaton s @ute co%ple06 t"at leads to a t%e


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*ppendi+ $. -/O analysis

-+reng+hs

• T"e frst canned food corporatonn 9etna% !t" t"e longest

"story 7snce 15+ 7Halong

Canfoco n.d.

• Possesses prestgous reputaton

and a!ards 7Halong Canfoco

n.d.

• Wnderstandng 9etna%eseconsu%er taste.

/eanesses

• *ac' of $rand a!areness nout" and Central regons.

7Nguyen6 F6 *e6 H *e6 > 2/1+

• *%ted fnancal $udget

co%pared to 9ssan and foregn

co%pettors. 7Bao 9et ecurtes

2/1)

• Wnattractve pac'agng.

or+uni+ies

• T"e out" !ould $e a potental

%ar'et to e0pand.

• 9etna%ese lfestyle $oosts t"e

de%and of convenence food

7uro%ontor 2/1+.

• 4overn%ent ca%pagn

9etna%ese use 9etna%ese

productsq !ould create

advantage for 9etna%ese

$usness.

Threa+s

• Fo%estc co%pettors receve a

lot of nvest%ent. 7 ?"ong C"e%

2/1-

• TPP opens t"e opportunty for

nternatonal co%panes to

co%e.

• 9etna%ese prefers %ported

products over do%estc.

7uro%ontor 2/1-


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16/24

T"e te0t s error


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ources1- 18 22 2# 2)

C"ec' (or accuracy ,ela$lty Because...

Anyone can pu$ls" anyt"ng on t"e nternet

Wnl'e prnt sources6 !e$ resources rarely "ave edtors or fact


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*ppendi+ 5. !%OM! checklist

5 6 7 18 15 17 28 21

!resentation

(is the information clearlycommunicated?)Look at language, layout,structure, etc.

%elevance

(does the information matchthe needs of the searcher?)Look at the introduction oroverview – what is it mainlyabout?Ob"ectivity

(Is the author´s osition ofinterest made clear?)Look for an introduction or

overview – do the writersstate their osition on theissue?Is the language emotive?!re there hidden, vestedinterests?Method (research reortsonly)

(Is it clear how the data wascollected?)

"ere the methodsaroriate? #o you trust it?

!rovenance

(Is it clear where the

information has come from?)$an you identify the authorsor organisations? %ow was itublished?imeliness

(Is it clear when theinformation was roduced?)

#oes the date of theinformation meet yourre&uirements? Is it obsolete?

!%OM! checklist

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5 6 7 18 15 17 28 21

!resentation

(is the information clearly

communicated?)Look at language, layout,structure, etc.%elevance

(does the information matchthe needs of the searcher?)Look at the introduction oroverview – what is it mainlyabout?Ob"ectivity

(Is the author´s osition ofinterest made clear?)Look for an introduction oroverview – do the writersstate their osition on theissue?

Is the language emotive?!re there hidden, vestedinterests?Method (research reortsonly)

(Is it clear how the data wascollected?)

"ere the methodsaroriate? #o you trust it?

!rovenance

(Is it clear where theinformation has come from?)

$an you identify the authors

or organisations? %ow was itublished?imeliness

(Is it clear when theinformation was roduced?)

#oes the date of theinformation meet yourre&uirements? Is it obsolete?

!%OM! checklist

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*ppendi+ 6. Meeting minute

%ee+ing %inu+e /ee 2 1s+%ee+ing dmin Le Thuy !huong "uynhDa+eTime o %ee+ing Tuesday 01032016 (11am12m)Lo$a+ion o %ee+ing 7%8T amusTeam %em:er !resen+; Bui Huu Thien – s3516393 (Leader); Luong Hoang Khanh Duy – s342620; Le Thuy !huong "uynh – s3446404; #guyen Thi #go$ %ai – s34&964;

#guyen #am Lo$ – s3425&64Team %em:er :sen+ #one

%inu+es !reared By Le Thuy !huong "uynh


20/24

%ee+ing genda1. (s"$one Fagra%2. elect co%pany

%ee+ing De+ai*s

1< =ish:one Diagram (By Bui Huu Thien and Le Thuy !huong "uynh)

Branstor% factors t"at affect to fnancal of Blue Fragon:• Increase people MK ncrease staffs MK ncrease facltes MK ncrease $uldng

MK fnancal pro$le%s.• Prce level ncrease MK prce of consu%er goods electrcty ncrease MK

fnancal pro$le%s.2< -e*e$+ $omany

T"ree potental co%pany !ere selected:• , Corporaton 7$y Nguyen Na% *oc• &e'ong (s" Co. 7$y *uong Hoang ?"an" Fuy• 9na Cafe 7By Nguyen T" Ngoc &a

%ee+ing %inu+e /ee 2 2nd%ee+ing dmin Le Thuy !huong "uynhDa+eTime o %ee+ing =riday 11032016 (11am1m)Lo$a+ion o %ee+ing 7%8T amusTeam %em:er !resen+; Bui Huu Thien – s3516393 (Leader);

Luong Hoang Khanh Duy – s342620; Le Thuy !huong "uynh – s3446404

;

#guyen Thi #go$ %ai – s34&964; #guyen #am Lo$ – s3425&64Team %em:er :sen+ #one%inu+es !reared By Le Thuy !huong "uynh

%ee+ing genda1. (s"$one Fagra%2. Process Fefnng Topcs#. Project Proposal Prel%nary Ideas

%ee+ing De+ai*s

1< =ish:one DiagramCo%plete factors t"at affect to fnancal of Blue Fragon:(our %an factors !ere $e found:

8n+erna* a$+ors (:y Bui Huu Thien)

• Increase spendng• trategc plannng pro$le%s

,>+erna* a$+or (:y Le Thuy !huong "uynh)

• ,asng n prce level• *ac' of sponsors"ps

7ee (s"$one Fagra% 0ternal for %ore detals2< !ro$ess Deining Toi$s (:y a** mem:ers)

Brandstor% and fns" creatng a va$le topc. o%e area of nterest t"at !e found: jonng TPP6 nternatonal %ar'et6 saturated %ar'et etc.


21/24

7ee Handout 2 Process defnng Topcs

3< !ro?e$+ !roosa* !re*iminary 8deas (:y a** mem:ers) After researc"ng6 !e are consderng 2 co%pany: %eong =ish o< and HaLongan =ood

7ee Project Proposal Prel%nary Ideas for $ref $ac'ground6 pro$le%s andfeas$lty of eac" co%pany

#e>+ %ee+ing Tuesday %ar$h +h 2016 (11am +o 12m)

%ee+ing %inu+e /ee 3 1s+%ee+ing dmin #guyen #am Lo$Da+eTime o %ee+ing Tuesday 11032016 (9am12m)Lo$a+ion o %ee+ing 7%8T amusTeam %em:er !resen+

; Bui Huu Thien – s3516393 (Leader);

Luong Hoang Khanh Duy – s342620; Le Thuy !huong "uynh – s3446404; #guyen Thi #go$ %ai – s34&964; #guyen #am Lo$ – s3425&64Team %em:er :sen+ #one%inu+es !reared By#guyen #am Lo$

%ee+ing genda1. ,c' Fagra%2. T"ess tate%ent#. Assgn%ent tas'

%ee+ing De+ai*s1. ,c" dagra%

Ta'e note: Guyn" and FuyCreatng deas: *oc6 T"en and &a

2. T"ess tate%ent

• ,evse "o! to !rte a good t"ess state%ent.• ac" %e%$er !rte t"er o!n t"ess state%ent#. Assgn%ent tas'

• Introducton 72// !ordsIssue and opportunty e0planaton

• Body 7+// !ords,oot cause of t"e pro$le%s $y T"en Fuy 71+/ !ordsWse analyss tool 7(s"$one ,c" Fagra% $y Fuy *oc 7#+/ !ordsClear o$jectves

• *terature reve! 7)+/ !ords $y &a• ,esearc" &et"ods 72+/ !ords $y Guyn"

Outlne %et"ods procedure use to collect data


22/24

4antt c"art 7By *oc• Concluson• ,eferences

#e>+ %ee+ing =riday %ar$h 1

%ee+ing %inu+e /ee 4 1s+%ee+ing dmin Luong Hoang Khanh DuyDa+eTime o %ee+ing Tuesday 15032016 (9am12m)Lo$a+ion o %ee+ing 7%8T amusTeam %em:er !resen+;

Bui Huu Thien – s3516393 (Leader); Luong Hoang Khanh Duy – s342620; Le Thuy !huong "uynh – s3446404; #guyen Thi #go$ %ai – s34&964

; #guyen #am Lo$ – s3425&64Team %em:er :sen+ #one%inu+es !reared ByLuong Hoang Khanh Duy

%ee+ing genda

• Project proposalEs tas's c"angng

Proposal tas'• Introducton 72// !ords

Issue and opportunty e0planaton• Body 7+// !ords

,oot cause of t"e pro$le%s $y T"en 71+/ !ordsWse analyss tool 7(s"$one ,c" Fagra% $y Fuy 72+/ !ordsClear o$jectves 7T"en *oc < 1// !ords

• *terature reve! 7)+/ !ords $y &a 722+ *oc 722+• ,esearc" &et"ods 72+/ !ords $y Guyn"

Outlne %et"ods procedure use to collect data4antt c"art 7By Guyn"

• Concluson• ,eferences

%ee+ing %inu+e /ee 5 1s+%ee+ing dmin #guyen Thi #go$ %aiDa+eTime o %ee+ing Tuesday 15032016 (11am12am)Lo$a+ion o %ee+ing 7%8T amusTeam %em:er !resen+; Bui Huu Thien – s3516393 (Leader);

Luong Hoang Khanh Duy – s342620; Le Thuy !huong "uynh – s3446404; #guyen Thi #go$ %ai – s34&964; #guyen #am Lo$ – s3425&64Team %em:er :sen+ #one%inu+es !reared By #guyen Thi #go$ %ai


23/24


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dt 3OT6 Is"'a!a dagra%6 PT*

dt Appendces to ft !t" t"e report for%at style.

#e>+ %ee+ing =riday ri* +h 2016 (9am +o 11m)

acct2118 g3 diamondteam projectproposal

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