KẾ HOẠCH MARKETING SẢN XUẤT HÀNG THỦ CÔNG MỸ NGHỆ MÂY TRE LÁ VÀO THỊ TRƯỜNG NHẬT BẢN COMPANY IS PRODUCING RATTAN BAMBOO HANDICRAFT WE ARE PLANNING TO ENTER JAPANESE MARKET I/ Introduction Now, our economic is integrating to world economic and area Exporting, foreigner investigation and looking for foreigner market of Vietnamese company is developing Japan is the third biggest economic country regarding GDP who has power in world economic Now, Japan is only behind America and China Nowadays, Japan is one of Vietnam partner in economic Therefore, in order to be successful in negotiation, we have to learn about negotiation style of Japanese company This is a challenge chance for our company while we are planning to export rattan bamboo handicrafts to Japan II/ Content A/ Japanese negotiation style Respect ritual and hierarchical Japanese is polite all the time so that they don’t make partner confused But behind the polite is the true negotiation style “I win, you lose” – typical of accidental Japanese Negotiation is a battle To Japanese, negotiation is a won or lose battle Otherwise, they follow “hard” negotiated strategy In negotiation, they not show their action immediately, but they use very ingenious all the documents to solve their disadvantage problem Avoid conflict by compromise Japanese dislikes debating their opponent face to face when negotiating They will not comment if they think they are right while their partner still debate They avoid conflict by compromise, cluster, no more action if they not think the problem clearly yet Learn clearly partner before negotiation Their point is “learn clearly the partner first and negotiate after” but “negotiate first, learn partner later” They learn not only all information of their partner but also investigate all the partners of opponent For Japanese company, learning clearly who is their partner and cooperating with them is the most important To them, this point can help them to win in the negotiation Control partner schedule Japanese company tries to control all their partner schedule when the partner comes to Japan for negotiation so that they can prolong the negotiation Beside that, they also use “do not come back without nothing” psychology of foreigner company in order to put their partner in disadvantage situation Use their partner weakness The most important point of Japanese company is using their partner weakness They always show their humility to their partner, but they have a lot of preparation, so it is difficult to deal Their attitude is very polite, hospitality As usual, they will wait their partners tell them all things and they will ask later In negotiation, they are silent in long time, it makes their partner feel that they are asleep, but it is not polite or concentration to the negotiation because this is Japanese traditional behavior They need time to think of the problem B/ Typical of Japanese Cultrure Company Decentralization is “class” Japanese thought is highly appreciate Ceremony – Credit – Shaman– Clairvoyant – Humanity Till now, although it has a little change, this spirit still is strong in social relationship and Japanese organization: hierarchy “Mother and children companies”, Headquarter and brands – superior relationship and subordinate relationship, “first class and after class” customer and sale person Language Japanese has a little vowel, consonant always put before vowel In Japanese, foreigner words have a lot in Kanji and Katakana Regarding this point, Japanese is always careful when they say, show their point Though their implicit attitude, and nonverbal expression, expressing themselves can be improved to fill in the defect of Japanese Therefore, understanding Japanese, we have to combine what they say, express and understand their character For people spirit Japanese is highly appreciate labor, close to their company than their family, sacrifice everything for success of company Competition and cooperation always is on same street Business philosophy Though business philosophy, they honor a mainstream value to determine the background of development, cooperate everybody and let the customer know clearly about company Moreover, Japanese business man sense the socialization in production and business, so business philosophy is the meaning of business brand and identity Relationship base on Emotion Both two sides can give the decision base on emotional and reasonable for both The regulation of law or regulation of company is edited sketchy and more flexible, but there is no abuse Flexible in human treatment Japanese has an unwritten regular for reprimand and critics: - The person who reprimand is prestige and everybody respect - Do not reprimand arbitrary, miscellaneous - Reprimand in harmony atmosphere and no confrontation Improve positive character of staff Almost Japanese company refer human is the most precious resources and the most important motivation which can make additional value and sustainable development of company Organize production and business actively and unique Modern business spirit put market in center, everything is derived from and toward customer Japanese business man is highly appreciated the quality of satisfaction customer, commitment, before market and cooperate smoothly benefit and improvement 9.Company is social This point is showed base on below aspect: - Every member cooperate together base on sharing and responsible attitude via power system - Organization is destiny ship and public house - The things what you work for organization is more important than who you are - The career of staff is attached into the success of company - Staff works for company, think for company, glad and sad with the downs of company 10 Training and using people - Companies put the training and using people in the center when planning business strategy - Companies care of this point very early and regularly - Companies usually have association and scholarship fund for students who are learning in the departments of which they care Form of training is variety, but focusing on internal form which is more useful and helpful - Rotation staff and internal promotion is very popular This way make all generations in company can understand, help together and give to everybody a chance in career in company 11 Relationship in business: respect name card The beginning of meeting is formal name cards exchange When receiving name card, receiver must use hands to get, see and read very careful and loud all the content inside Next, they put the name card in name card box or put it on the table in front of their face in order to repeat in case of need They never put the name cards in pocket because this action is known no respect Name cards exchange is known to show the respect to partner It show off you are highly appreciate the current and future meeting as well C/ MARKETING PLAN: Marketing mix (7Ps) 1.Product: Rattan and bamboo handicraft The design of product Mr Takata is the top expert in designing in Japan who was elected to come to Vietnam by AJC He has some comment that Vietnamese material and products is rich and labor is cheap so that Vietnamese products can be rich and competitive prices However, Vietnamese products did not export to Japan as much as expect because of quality and design The biggest problem of Vietnamese handicraft is still design Now, Japanese have to live in small apartment So, they cannot buy big decorating products Moreover, Japanese has friendly life with environment, but Vietnamese handicraft is decorated with many colors Products must be attractive and have additional value – beside of using value, it should be include the unique, rare, decorating value Almost foreigners, especially Japanese, like handicraft In order to overcome weakness, we diversify design, products and choose suitable color for Japanese preferences Quality Products are committed quality and friendly to environment, no effect to heath of consumer and no poisonous 2.Price: Japanese think that “cheap is less quality”, they can pay high for good quality products For gift products and handicraft from rattan and bamboo, the people buy not only use but also for decorating Enter Japanese market with competitive price is not enough Difference form normal gift, decorating products is high level for high class, so unique and quality product is advantage and we decide the give a high price for these products 3.Place: Distribution system is closely cooperate to distributors Japan has a big retail, one of the biggest in the world, which is separated in many kinds: advanced supermarket, small supermarket, general supermarket, shopping center for people in area, special shop, remote delivery shop, selling online shop Therefore, companies use all distribution channel deeply so that these handicrafts can be adapted people need in Japan 4.Promotion: Exhibition in Japan is very important to look for customer and confirm the regular and stability for old customer However, exhibition in Japan is so expensive and displayed goods have to be chosen with unity both sides in order to avoid break the design commitment Design website in Japanese 5.People: - Customer Japanese highly respect Credit and courtesy Beside that, business in Japan should care of environment problem Shop continuous improving packaging in order to be simple, beautiful and the packaging can be recycled Company should learn more about Japanese consumption behavior, need of market and the way to approach and the business in Japan… Japanese consumers always care factors: • What products made of • The method for production • The tradition of products In which, the third factor is the most important for Japanese because they always ask the soul for products The products should be showed mind and thinking of labor and brought unique for consumer In order to dominate the market, company should concentrate for quality of products to adapt Japanese preferences and useful in everyday life - Staff We have to plan to train our designers know much more Japanese products and market Beside that, we should cooperate to Japanese designer to design suitable products so that Japanese can receive products easily 6.Physical Evidence: The situation of exporting of rattan, bamboo handicrafts of ten month 2010 (Internet data) Rattan, bamboo and sedge carpets got 183 millions USD in comparison same period in 2009, increasing 14.86% Got 0.28% in total exporting turnover Continuous leading turnover from September, October In November, America is still the mainly market for these products with turnover 3.3 millions USD, increasing 29.68% in comparison October Total turnover of 11 months is 29.8 millions USD, increasing 33.48% in comparison same period in 2009, got 16.3% in total turnover Japan is the second for importing turnover of rattan, bamboo and sedge carpets The turnover of November is 2.3 millions USD, increasing 14.11% in comparison October The total turnover of 11 months 2010 is 26.9 millions USD, increasing 16.91% in same period of last year There are a lot of rattan, bamboo handicrafts showrooms in local, almost tourists like to buy there 7.Process: - Must keep Credit, keep promise although having anything happen in order to make impression in first meeting or first transaction - Information exchange, negotiation is very long and very careful, working is very machinery Although company is trading company in major, Japanese customers need to come to your factory or your partner factory in order to see your organization, production capacity However, when doing business, almost Japanese companies are stable and loyal to partner - Trial order with small quantity is so long Sometimes, after some trial order, Vietnamese company is not persistent enough to follow and server not enthusiastic So, they will loose potential customers in future III Conclusion  The advantages of the handicraft industry in Vietnam Production and export of handicrafts has will been the key business tendency of several villages and companies of Vietnam because: - First, this business has huge potential, and our country has an advantageous interior resources such as: large craftsmen, who have familiar lines of labor, high skill and traditional experience for hundreds of years, low labor costs,… Compare to other sectors, handicrafts is less competitive - Second, this is open investment, no large and no concentrative investment At the moment, there are small and scattering productions - Third, this is an highly effective investment Capital for investment comparing to other sectors is small , margin is high, the foreign currency earned entirely for domestic use - Fourth, this is business having high social significance, making jobs and income for thousands of people, helping to change the face of rural Vietnam and earning foreign currency for the country Beside, this also is the field that the state party concerned to facilitate and invest with many privileges - Fifth, each of handmade products are contained profound artistic, cultural traditions of Vietnam  The disadvantages when entering Japanese market - Access to the Japanese market of Vietnam enterprises are limited, lack of information on market demand, preferences of customers that the business oriented According to Ken Ara-ka-wa, representatives of trade promotion organizations in Vietnam, Japan (JETRO), Japan is not difficult markets, Vietnamese is not to find out the needs and tastes of Japanese consumers only - The small and fragmented, lack of concentration of the production facilities lead to miss the big orders, quality of goods is not stable - Training human resource and labor management still face many limitations There is a fact that many enterprises not worry about losing customers by the loss of familiar lines of labor, skilled workers Because almost of workers are not knowledge, train hard Skilled labor, after a period of work, accumulated experience to find new jobs with higher incomes despite of little higher - Unplanned exploitation of material makes the interior one to became exhausted and scare - Oil price rise to make serial accessory items rising They include adhesives, additives, chemicals, bamboo, rattan, wages paid to employees It pushes production costs up, making the difficult business of consumer products If goods are received, easy loss If not received, will not solve employment for thousands of manual labors./  ... Japanese preferences and useful in everyday life - Staff We have to plan to train our designers know much more Japanese products and market Beside that, we should cooperate to Japanese designer... the content inside Next, they put the name card in name card box or put it on the table in front of their face in order to repeat in case of need They never put the name cards in pocket because... company 11 Relationship in business: respect name card The beginning of meeting is formal name cards exchange When receiving name card, receiver must use hands to get, see and read very careful and