International marketing strategy of Chin-su in Poland 1006700 122064235 - Tài liệu tham khảo | Đại học Hoa Sen

MINISTRY OF EDUCATION & TRAINING HOA SEN UNIVERSITY GROUP PROJECT TOPIC
INTERNATIONAL MARKETING STRATEGY OF CHINSU IN POLAND
Subject: International Marketing Class: 0300_MK302DE01 Group: 01 Group members:
TRẦN GIA MINH (LEADER) – 22114352
LÊ NGUYỄN UYỂN MY– 22115206 VŨ ÁNH THIỆN - 22014727 LÊ DUY THỊNH – 2193275 LÊ MINH TRIẾT – 2194177 Instructor: VŨ HẢI NAM
Ho Chi Minh City, February 12th, 2024 ABSTRACT
Chinsu is one of the biggest sauce companies in Vietnam. It is not hard to know about
the appearance of Chinsu to help people enjoy the new taste of fish sauce in their lives.
Besides that, management in the business is not easy in Vietnam. Besides that, we have the
project. It is about the ‘‘International Marketing strategy of Chinsu in Poland’’. This issue
is extremely complex. Moreover, the countries are different, and the international
marketing strategy is not the same. They export the product to other countries so the
managers always try to reduce the risk.
At the opening of this project, we decided to pay attention to the company's
background. Based on these conceptions, we transform them into macro-business analysis
in Poland. After recognizing all the information, we create an international marketing plan.
Finally, we summarize all the data from this group project, use more practical strategies to
mitigate the effects, and about the budget. 2 TABLE OF CONTENTS
TASK ASSIGNMENTS ......................................................................................................8
TEAM MEMBER PERFORMANCE ..............................................................................11
PREFACE .........................................................................................................................14
I. INTRODUCTION TO CHINSU ..................................................................................15
1. Background and history ..........................................................................................15
2. Vision and mission ...................................................................................................15
3. Organization chart ...................................................................................................15
4. Business situation .....................................................................................................18
5. SWOT ........................................................................................................................18
II. MACRO-BUSINESS ANALYSIS IN POLAND ........................................................19
1. Politics .......................................................................................................................19
1.1. Political structure .................................................................................................19
1.2. Political climate .....................................................................................................19
2. Economics .................................................................................................................20
2.1. GDP – GNI – Gross Domestic product ...............................................................20
2.2. Employment rate .................................................................................................22
2.3. Income .................................................................................................................22
2.5. Import/ Export .....................................................................................................24
2.6. Tax .......................................................................................................................25
3. Social .........................................................................................................................26
3.1. Family ..................................................................................................................26
3.2. Education .............................................................................................................26
3.3. Demography ........................................................................................................26 3
3.4. Social class ..........................................................................................................27
3.5. Living standards ..................................................................................................27
3.6. Culture environment ............................................................................................29
3.6.1. Aesthetics ......................................................................................................29
3.6.2. Festivals ........................................................................................................30
3.6.3. Religion ........................................................................................................31
3.6.4. Language ......................................................................................................32
4. Technology ................................................................................................................33
5. Environment .............................................................................................................33
5.1. Topography .........................................................................................................33
5.2. Climate – Weather ...............................................................................................34
5.3. Transportation infrastructure ...............................................................................35
6. Legal ..........................................................................................................................36
7. Trading infrastructure ............................................................................................36
7.1. Retailers ...............................................................................................................36
7.2. Wholesalers .........................................................................................................36
7.3. Assessment ..........................................................................................................36
III. INTERNATIONAL MARKETING PLAN ................................................................38
1. Entry-mode ...............................................................................................................38
2. Financial objective ...................................................................................................38
3. STP ............................................................................................................................38
3.1. Segmentation .......................................................................................................38
3.2. Customer targeting ..............................................................................................39
3.3. Positioning ...........................................................................................................39
4. Marketing strategy ...................................................................................................39
4.1. Product .................................................................................................................39 4
4.2. Price .....................................................................................................................45
4.3. Place ....................................................................................................................47
4.4. Promotion ...........................................................................................................49
4.4.1. IMC planning ................................................................................................49
4.4.2. Checking and monitoring the plan ................................................................50
4.4.3. About the budget ..........................................................................................51
CONCLUSION .................................................................................................................52
REFERENCES. ................................................................................................................53 5 PICTURES
Picture 1: Organization chart of Masan Consumer company ...........................................16
Picture 2: Production process ...........................................................................................17
Picture 3: Judicial structure of Poland ..............................................................................19
Picture 4: Poland's GNI ....................................................................................................21
Picture 5: Polish national income compared to Europe ....................................................21
Picture 6: Inflation rate .....................................................................................................22
Picture 7: Demography .....................................................................................................26
Picture 8: GDP per capita .................................................................................................28
Picture 9: Aesthetics in Poland .........................................................................................29
Picture 10: International Folklore Festival .......................................................................30
Picture 11: Traditional Polish peasant dish Sanok ...........................................................30
Picture 12: Festivals in Poland .........................................................................................31
Picture 13: Roman Catholicism ........................................................................................32
Picture 14: Language in Poland ........................................................................................32
Picture 15: Topography ....................................................................................................33
Picture 16: Climate – Weather ..........................................................................................34
Picture 17: Transportation infrastructure ..........................................................................35
Picture 18: Core components ............................................................................................40
Picture 19: The nutritional value of fish sauce's ingredients ............................................40
Picture 20: Packaging ingredients ....................................................................................42
Picture 21: Chinsu product ...............................................................................................44
Picture 22: Chinsu product ...............................................................................................44
Picture 23: Product label ...................................................................................................45
Picture 24: Tesco ..............................................................................................................47
Picture 25: Biedronka .......................................................................................................48
Picture 26: LiDL ...............................................................................................................48 6 TABLES
Table 1: SWOT of Chinsu in Poland .................................................................................18
Table 2: Inflation rate ........................................................................................................23
Table 3: Inflation rate ........................................................................................................24
Table 4: Foreign trade turnover in Poland .........................................................................24
Table 5: Tax in Poland .......................................................................................................25
Table 6: Price of Chinsu ....................................................................................................46
Table 7: Price of Chinsu ....................................................................................................46
Table 8: Place of Chinsu ....................................................................................................47
Table 9: IMC Planning ......................................................................................................49
Table 10: Action Plan & KPI .............................................................................................50
Table 11: The budget .........................................................................................................51 7 TASK ASSIGNMENTS TASK ASSIGNMENTS No. FULL NAME CONTENTS TASKS DUE DATE
I. INTRODUCTION TO CHINSU - Writing contents 12-02-2024
1. Background and history - PPTX 2. Vision and mission - Presenter 3. Organization chart - Checking and 4. Business situation Evaluating contents LÊ NGUYỄN 5. SWOT - Contributing ideas 1 UYỂN MY
II. MACRO-BUSINESS ANALYSIS IN 22115206 POLAND 1. Politics 1.1. Political structure 1.2. Political climate 4.2. Price 4.3. Place 2. Economics - Writing contents 12-02-2024
2.1. GDP – GNI – Gross Domestic product - PPTX 2.2. Employment rate - Presenter 2.3. Income - Checking and 2.4. Inflation rate Evaluating contents LÊ MINH TRIẾT 2 2.5. Import/ Export - Contributing ideas 2194177 2.6. Tax
III. INTERNATIONAL MARKETING PLAN 1. Entry-mode 2. Financial objective 8 3. Social - Writing contents 12-02-2024 3.1. Family - PPTX 3.2. Education - Presenter 3.3. Demography - Checking and 3.4. Social class Evaluating contents 3.5. Living standards - Contributing ideas 3.6. Culture environment 3.6.1. Aesthetics 3.6.2. Festivals LÊ DUY THỊNH 3 3.6.3. Religion 2193275 3.6.4. Language 2. Economics
2.1. GDP – GNI – Gross Domestic product 2.2. Employment rate 2.3. Income 3. STP 3.1. Segmentation 3.2. Customer targeting 3.3. Positioning 4. Technology - Writing contents 12-02-2024 5. Environment - PPTX 5.1. Topography - Presenter VŨ ÁNH THIỆN 5.2. Climate – Weather - Checking and 4 22014727
5.3. Transportation infrastructure Evaluating contents 4. Marketing strategy - Contributing ideas 4.1. Product 9 6. Legal - Writing contents 12-02-2024
7. Trading infrastructure - PPTX 7.1. Retailers - Presenter 7.2. Wholesalers - Checking and TRẦN GIA MINH 7.3. Assessment Evaluating contents 5 22114352 4.4. Promotion - Contributing ideas 4.4.1. IMC planning - Providing an
4.4.2. Checking and monitoring the plan outline 4.4.3. About the budget CONCLUSION REFERENCES 10