Kế hoạch tiếp thị trực tuyến sản phẩm Bát Tràng công ty Minh Hai 1: General Introduction: 1.1 Introduction Enterprise: Minh Hai Ceramic Co., Ltd was found in August 05, 2000 in Bat Trang Ceramic Village Started from a home ceramic business with more than 16 years of experiences, we provide the highest quality ceramic products in the area We have 700m2 of showroom, 3000m2 of manufacture plan, and 1000m2 of shipping plan which specialize in making and trading both mass ceramic products and customized as order All of our products have to pass a quality control test and a safety test which are recommended for different markets globally We have been exported our products to many companies globally such as U.S.A, Korea, Australia, New Zealand, etc with $1.3 mil-$1.5mil revenue yearly We are also member of Bat Trang Ceramic Association and Hanoi Small and Medium Business Association 1.2 Business products:  Household ceramic  Decoration items  Souvenirs  Ect Marketing plan: Souvenir, fine art and handicraft products market of Viet Nam Export turn-over of ceramics have always leading the Viet Nam’s fine art and handicraft group In the beginning six moth of 2010 export ceramic items reached $151.3 million, accounted 4.3% nation turn-over Currently, export ceramic enterprises have to face with the challenges of both fuel price fluctuations and severely production competition In the context of severe competition, Viet Nam also has it own strength that is: Viet Nam has famous ceramic villages; different in products and sophisticated manipulate technical, which machines can not replace Therefore, develop ceramic industry with the solution of improving product quality, creating the different in valuable feature, full of national culture identities and satisfying customers are the vital principles of ceramic industry, especially ceramics, fine arts and handicrafts of Viet Nam 2.2 Customers, potential customers - Domestic and foreign customers who have demand of using craft household potteries, decoration ceramics, gift - Export market: Japan, US, German, Taiwan are the major market `This is statistic board of February 2011 pottery export markets: (two months) Currency: USD Increase& Market Export Export of decrease February two months percentage Increase& Increase Decrease &Decrease percentag percentage compare with e compare Jan 2011 with compare the with Feb same Value Japan USA German Taiwan Thailand UK Australia Malaysia Korea Denmark 19.410.456 3.004.299 2.800.954 1.666.505 1.620.754 1.015.458 885.369 772.679 731.516 489.683 322.049 56.151.776 6.944.089 8.125.688 6.624.334 4.501.453 2.651.523 2.395.942 2.085.337 1.217.386 1.409.125 1.771.000 -47,17 -11,29 -46,53 -66,52 -43,25 -37,93 -41,39 -41,13 +50,56 -45,71 -77,77 2011 -12,48 +42,55 -13,00 -35,04 -1,68 +77,92 -31,55 +0,69 +64,95 -18,72 -50,83 period +5,14 +30,52 +10,39 -7,36 +1,00 +131,37 -9,70 +6,07 +55,92 -0,26 +22,58 According to the statistic of Kearny Alliance non-benefit market research Company, 49% domestic enterprises said that they will enter America market This is a new strategy, because in the history, Europe, especial German always is the major market of Vietnamese Ceramics - Internal and External competitors + Internal: Ceramics of Quang Ninh, Phu Lo, other Bat Trang pottery showrooms + External: Ceramics of China, Japan, Mexico Although Vietnamese ceramics ranking after Chinese one on the top of leading export ceramic in the world, the total of export value of Vietnam is only less than of China 3.5 times Meanwhile Vietnam has exported ceramics more than China done, but the total value of Vietnam just reached $190 million, China reached $694 million Vietnamese ceramics has been competed directly with of China, Mexico, Thailand, and India, this competition not only happen with craft ceramics, but also with the massive production factories - Alternative products: mass-products ceramics, plastic, glass, crystal 2.3 Marketing plan: As the general introduction above, Minh Hai is a ceramic company with more than 16 years of experience and the size of over 3000m2 of workshop However, the company’s ambition does not stop at that numbers, because Vietnamese ceramic market is expanding daily, the craft pottery has also affirmed its position on the International market Online marketing is an indispensable and an important weapon of the company to enter the world market The company’s website is: http://www.minhhaiceramic.com.vn/ However, this website has just introduction the images of the company’s products, its marketing value is low, and it has no online sales function To build a website able to meet all necessary functions, the company need to costly and time Therefore, I have decided to set up an online store on Ebay and Amazon website: Amazon.com Ebay.com Why did I like that? Because of the following reasons: - The cost to build an online store on Ebay or Amazon website is not so expensive, less spending time (about one week), because the online sales websites like Ebay or Amazon also have built a registration assistance system and set up online stores for new comers can easy to understand and use - The general design of online marketing on Interland has supplied me the fundamental online elements such as: website usage autistics, catalog functions, PayPal integration, marketing via Email, hiring space on the search tools, setting the connected devices to websites of Ebay or Amazon in the situation you are doing business with these websites, including of setting your first advertising password on Google - After setting up my online store on Ebay and Amazon website, the final job I have to is adding the Link to the store on the online sales section of the official website: http://www.minhhaiceramic.com/ RS You can register easily on these websites Through Electronic Commerce (EC), customers and businesses to reduce significantly time and transaction cost (transaction has been considered as a process from advertising, initial contact, purchase transaction, delivery, payment) Commerce transaction time via Internet is just by 7% of transaction time via fax, 0.5% of transaction time via mail Transaction fee is just by 5% of transaction fee via fax or express mail delivery; electronic payment fee via Internet is just by 10% to 20% of normal transaction fee In which, deducing of time is more significant because the timely information of goods for customers (without intermediaries) is a vital factor of business competition EC has created good condition to establish and strengthen relationship among the factors involved in the purchase procedure Through internet, the involved objects could communicate directly together, creating good condition to seek new partners, new business opportunities nationwide, region and worldwide Finally, the cost to paid for the online sales staffs and promotion employees will be much smaller than the other methods 2.4 The necessary online communication and advertisement program Customer’s trust is the extreme important factor to attract customers Building customer’s trust is a long and difficult process, especial for EC, because customers always concern about information thief, internet security breakdown, and low quality customer services Therefore, these companies has to build a right customer service to attract more new customers, keeping trust with potential customer, satisfying all customer objects In addition, if any problem is rising, these companies have to reaction immediately For example, if any arising problem in a transaction process or any sign fraud on Ebay, the supervisors will learn about the fact and solve the problems quickly Similarly, Amazon website also has their own service network to solve all arising problems from the customers Meanwhile all the online enterprises have their own policies of taking care customers, resolving customer problems, but the speed of solving customer problems is the most important factors taking the company to the top of customer trust ranking On the other hand, another factor can help the company gains the trust of customers that is: the trust of sales clauses, customer services and website accessibility FAQ sections of these websites like Amzon.com or Ebay.com always supply adequate answers for customers 3: Identify customers and business areas to attract customers Many other pottery enterprises usually rent professional website designers or consultant experts to draw out a suitable business strategy, a monumental marketing plan However for the small enterprises like Minh Hai Company, we have not enough strong in capital to pay all the costs, therefore I have done as my own way 1: Register on research tools and collected from the websites which allow toward detail regional targets As I have mention above, when I register on these websites I will be supported a password on the Google This is the cheapest advertisement tool and the most effective one Imaging, when you type the word “Pottery”, the link to my store on Amazon or other my websites will appear on the top of this page In addition, local customer object, customers of the markets that Bat Trang pottery has been confirmed their Bran name such as: Germen, USA, Taiwan, and Japan also will help our website to attract more customers than all the methods of advertising on many other websites in many other religions One more thing, I will link to advertise on all tourism websites, which has published the article of Viet Nam tourism Ebay website of Viet Nam 2: We not spread deal various products, concentrating to deal the unique products, selecting the specific products to meet the demands of the group of the people who interested in pottery, for example: the products of Pottery painting, ceramic vase or pottery statue This is a remarkable of my store compare with the others Concentrating to deal one or several specific products also help me to orient clearly about customers And the most important thing that is: In any fairs my store always easy to recognize However, this is the solution of the specific stages, we must constantly change, develop and create new products to meet the demands of the customers We have to anything to persuade customers to buy a yacht satisfyly meanwhile they only have intention of buying a hook 3: We also should market on online “Yellow pages” of the local telephone companies According to some experienced persons, this means is providing for small enterprises one more place to present their website Telephone companies’ websites is very efficiency because they have been specific designed to increase display area for small and medium enterprises, which have store in the area and the local, for example: www.niengiamtrangvang.com/, www.nhungtrangvang.com.vn/ 4: Beside, we also can use other software of the support services such as: Targeted E-mail software, the support services in delivery process, or the auction programs to help us to find out the indifference customers on the high traffic websites like Ebay - The methods of online business: Sales, delivery, payment + Sales: There are two methods of online sales that are: Sales via online stores on Ebay and Amazon (meet the demand of the customers on the other areas), and sales at the local stores like in Bat Trang (serve tourists, level one distributors, local customers), in addition the company also has product introduction offices in other provinces + Payment: There are ways of internal payment that are: transfer and cash Foreign customers have to pay via payment system of both Ebay and Amazon Payment is very simple + Delivery: There are two ways of delivery for the internal customers: Free delivery in Ha Noi capital and delivery via post office nationwide, or the other way is customers also could order at our representative offices in the big cities such as: Ho Chi Minh city, Da Nang city For foreign customers: The Goods will be 10 transported by sea route by intermediary transport companies, or by airline depend on customer requests Conclusion: That is my marketing plan for the online store of Minh Hai Pottery Company There are many way to lead to success, many big companies consider a large-scale marketing strategy, costly and highlight is the leading factor of success For me, getting customer trust is the most important factor of success 11 ... customers also could order at our representative offices in the big cities such as: Ho Chi Minh city, Da Nang city For foreign customers: The Goods will be 10 transported by sea route by intermediary... important weapon of the company to enter the world market The company’s website is: http://www.minhhaiceramic.com.vn/ However, this website has just introduction the images of the company’s products,... adding the Link to the store on the online sales section of the official website: http://www.minhhaiceramic.com/ RS You can register easily on these websites Through Electronic Commerce (EC),