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RMIT University Vietnam MBA
Assignment Cover Page
Subject Code:
BUSM4164
Subject Name:
Business Consulting
Location & Campus where you study:
SGS
Title of Assignment:
(In the form of a question)
Consulting Project – Hobart Saigon Trading
Co. Pty Ltd
File(s) Submitted:
1 pdf file
Student names: Bach Ngoc Lan Anh
Nguyen Thi Phuong Thao
Nguyen Quang Thong
Le Nguyen Minh Tram
Luu Mong Van
Student Numbers:
S3357525
S3131652
S3259052
S3619122
S3373014
Course Coordinator:
Professor Victor Kane
Assignment due date:
03 September 2017
Date of Submission:
03 September 2017
Late Submission Approval:
On time
Number of pages including this one:
22
Word Count:
3,102
Page | 2
Hobart Saigon Trading Co. Pty Ltd
Client Consulting Project
How to be successful as a high-end food and beverage
importing company in Vietnam’s market?
Consulting Team (MBA Students – RMIT University)
Bach Ngoc Lan Anh
Nguyen Thi Phuong Thao
Nguyen Quang Thong
Le Nguyen Minh Tram
Luu Mong Van
- September 2017 -
Page | 3
Executive Summary
Hobart Saigon Trading Co. Ltd is currently in the early stage of development in Vietnam’s
market. Capturing the demand of luxury food in the most fast-paced developing city in Vietnam,
Saigon Hobart is planning to put their first step in the market by establishing a wholesale
network and launching a retail store chain in the central district of Ho Chi Minh City.
By applying the Double Diamond model, this report will provide feasible solutions for the
obstacles when operating in Vietnam. After analyzing the external business environment in
Discovery phase with PEST, the root cause of the main issues will be defined to develop
effective recommendations, followed by an implementable action plan. Indeed, Hobart Saigon is
seeking for a branding strategy to reach out the target market within 9 months. The findings
showed that the limited product portfolio due to the niche target segment is the main obstacle
for Hobart Saigon to sell their products in a developing country like Vietnam. Moreover, different
local consumer behaviors and their lack of awareness about Tasmanian restrain the company’s
launching in Vietnam.
Based on the findings, Hobart Saigon is recommended to revise the product labeling and
packaging to gain the trust of the customers. More remarkably, the company should adopt a
proper branding campaign focusing on digital communications. In addition, the company is
recommended to open a retail store with luxury concept and modern decoration in District 1.
The consulting team also came up with detailed analysis on cost estimation for Hobart Saigon to
prepare a suitable financial plan. Strategic contingency action plan is developed at the end of
this report to provide Hobart Saigon proper guidelines to react within the Vietnam’s market,
specifically in the busy city named Saigon.
Page | 4
Table of Contents Executive Summary ................................................................................................................... 3
Project Overview ........................................................................................................................ 5
Company background ............................................................................................................ 5
Supplier profile ....................................................................................................................... 6
Findings – Discovering the problems ......................................................................................... 6
PEST Analysis ....................................................................................................................... 6
Porter's Five Forces ............................................................................................................... 7
Conclusion – Defining the problems ........................................................................................... 9
Problem 1: Importing products are lack of trusted labeling and packaging ............................. 9
Problem 2: Low consumers awareness of Tasmania products .............................................. 9
Recommendations ....................................................................................................................10
Revising the product labeling and packaging ........................................................................10
Building brand awareness through appropriate brand positioning .........................................11
Developing Marketing Communication Plan to reach target customers .................................13
Traditional advertising .......................................................................................................13
Digital advertising ..............................................................................................................13
Public Relations ................................................................................................................13
Cost Analysis and Action Plan – Delivering the consulting project ............................................14
Logistics and Warehousing ...................................................................................................14
Retail channel .......................................................................................................................15
References ...............................................................................................................................16
Appendices ...............................................................................................................................18
Appendix 1: Business Consulting Engagement Form ............................................................18
Appendix 2: Pricing Strategy .................................................................................................19
Appendix 3: Costing Analysis ................................................................................................20
Appendix 4: Income Statement .............................................................................................21
Page | 5
Project Overview
This report aims at providing comprehensive consulting to Hobart Saigon on official launch to
Vietnam’s market as a supplier for high-end packaged food and beverage produced uniquely in
Tasmania - an island located to the South of Australia. The nature of this business is merely
trading, which means the products are imported from Hobart for sale in Ho Chi Minh City.
Initially, the company should focus on revising the product portfolio to capture the attention of
Vietnamese customers. Considered all the aspects of the newly established business, Hobart
Saigon is well-prepared to enter the market only if the customers are educated about the quality
of the products. In addition to the nature of the trading business which satisfies the demand of
consuming imported food and beverage for local customers in Vietnam, Hobart Saigon aims to
differentiate itself as a unique product supplier, which brings an amazing first moment of truth
(FMOT) at any touch point of the business. In particular, the sense brought to customers after
walking in the retail store is expected to be distinctive from others. Hence, in order to establish a
strong positioning in the customer’s mind, the consulting team recognizes that the company is in
need of an integrated branding plan in this early stage. After coming up with a consistent
brand image, Hobart Saigon can start the essential preparation for the first retailer store opening
within 9 months’ time in the central district of Ho Chi Minh City.
Company background
As mentioned above, Hobart Saigon is a trading company with the mission to bring high-quality
food and beverage produced in Tasmania Island of Australia to Vietnam’s market. It is founded
in 2012 by Mr. Robert Joseph, a retired banker who has 30 years of experience in the industry.
Hobart Saigon currently has two other representatives based in the South of Vietnam. The
company’s short-term goal is to reach out the high-end market in Ho Chi Minh City. Apart from
strategic collaboration with several well-known hotels in the city center such as New World and
Caravelle - who are willing to be the large quantity buyers, Mr. Joseph also plans to open the
first retail store by the end of September 2018. In the long run, Hobart Saigon wants to become
a well-known brand for high-quality imported food with several store chains in the main cities of
Vietnam.
Page | 6
Supplier profile
The products are imported directly from Tasmania, Australia. Huon Aquaculture, SWIFT
Abattoirs, Brown Brothers and Ashgrove are considered as the most appropriate suppliers for
the business since they were already approved by the Ministry of Agriculture. These products
will be imported with different sizes and cuts to improve the flexibility and convenience for both
wholesale and retail customers.
Findings – Discovering the problems
Considered all the environmental external factors by using PEST Analysis and Porter’s Five
Forces, the factors contributing to the main operational problems of Hobart Saigon are revealed
in the following paragraphs.
PEST Analysis
1. Political
Political factors reflect how the Government uses policy to control the economy or a specific
industry, which placed significant influence on a corporation. According to Australian Trade and
Investment Commission (n.d.) in 2017, Vietnam is creating a great opportunity for Australian
meat exporters since tariffs are reducing to 0%. However, there is an unfavorable legislation
because fruits and vegetables are banned to be exported to Vietnam (Vidot 2015). Thus, the
Hobart Saigon should take into further consideration whether they should include ‘cherries’ in
their product portfolio.
Page | 7
2. Economic
The economic components are used to evaluate the performance of a nation’s economy which
directly affects an organization in the long run. A research on Euromonitor International (2016)
reveals that Vietnam has a healthy GDP growth rate of 5.9% during the last five years.
Furthermore, Vietnam’s GDP of $200 billion is forecasted by World Bank to increase to a trillion
dollars. In other words, annual income is expected to reach $18,000 in 2035 (Hoang 2016).
3. Social
Businesses can take advantage of Vietnam’s huge population of over 90 million people.
Interestingly, more than 50% of total population is young people whose age is under 30 and
Nielsen (2010) indicates that it is a sign of increasing purchasing power. Moreover, AmCham
Vietnam (2013) finds out that Vietnam has the highest growth rate of middle-income class in
Asia and this figure will be double by 2020, which opens opportunities for business development
as Vietnam consumers are getting ‘richer’.
4. Technological
The Telegraph (2017) emphasizes that internet has changed the whole retail industry. In the
past, consumers went to the store to buy things but now with the help of internet, they can easily
do their shopping at home without the moving around. Therefore, businesses can use internet
as a useful tool to understand consumer behavior and improve their shopping experience to
encourage consumers to buy more.
Porter's Five Forces
This Porter’s Five Forces analysis takes into account all the aspects affecting Saigon Hobart
when entering food and beverage market in Ho Chi Minh City.
Competitive rivalry - High
There is intensive competitiveness in the high-end food and beverage industry. Not only
importing companies participate in the competition but also the high-quality local vendors do.
For instance, the largest multi-industry cooperation in Vietnam - VinGroup recently launched the
VinEco brand providing high-quality fresh food for consumers. Other newly-established ventures
such as Langfarm, Dalat Hasfarm, etc. also joined this market segment, which increase the
level of competitiveness.
Page | 8
Supplier power - Medium to High
The nature of trading business remarkably depends on sourcing agreements, which means the
suppliers have significant power over Hobart Saigon. Once the partners stop providing products,
the company will face challenges. Since it is now in the early start-up stage, customers are not
so familiar with products from any particular supplier yet. In other words, suppliers can be
substituted, pulling the bargaining power lower. However, the power will undoubtedly increase
by time.
Buyer power - Medium to High
Although the market population is huge, Hobart Saigon only targets at the niche segmentation.
The buyers include larger quantity buyers (restaurants/ hotels) and household consumers, who
have various store options to switch when buying food and beverage. Hence, their purchasing
power is relatively high.
Threat of substitution - Medium to high
In the context of trading business, Australian products can be alternatively replaced by other
foreign products, such as United States, Europe, and other Asian developed countries such as
Japan and Korea. With free-trade agreement, it is easier for these products to be imported in
Vietnam.
Threat of new entry - Medium
If other newly-established companies decide to import Australian products in the same category
to distribute in Ho Chi Minh City market, chances are that they may replicate the business
model of Hobart Saigon.
To summarize the PEST analysis and Porter’s five forces, key areas that the next parts need to
concentrate on as the following:
• Due to competitive rivalry, it is strongly recommended to polish the label and package of
the product to stay differentiated from the rest of the market.
• Given that the supplier and buyer power, threat of substitution is medium to high, it is
important to look at the brand image to bring more competitive advantages over
substitute products and minimize the negative impacts from suppliers/buyers to the total
business sales.
Page | 9
Conclusion – Defining the problems
Problem 1: Importing products are lack of trusted labeling and packaging
First and foremost, the product portfolio needs to meet the consumer trend and demand.
According to Euromonitor International (2016), consumers nowadays are paying more attention
to the country of origin when buying products. As a matter of fact, the labeling should give
detailed information about the supplier name where the products are sourced from. The farming
process and the trading company should also be mentioned. Additionally, there is a rising trend
of health-consciousness driving demand for healthy products. In other words, it is essential for
the core benefits of Tasmanian products to be well-known for healthy products. Furthermore,
BMI Research (2015) and Koning, Crul, Wever and Brezet (2015) also demonstrated that
Vietnamese consumers have high demand for speed, convenient and comfort products and
services. As a result, Hobart Saigon needs to strongly concentrate on the distribution channels,
transportation method and storage conditioning, which enables the speed-to-markets and earns
more market share. More notably, Vietnamese family-oriented culture promotes dinner gather at
home, which calls for designing outstanding packaging to inspire the consumers to buy the
ingredients to cook at home.
In a nutshell, to address the concerns above, Hobart Saigon needs to focus on the labeling and
packaging to gain the attention of the niche market segment.
Problem 2: Low consumer awareness of Tasmania products
Among two drivers encouraging Hobart Saigon to develop in Vietnam food industry, the
optimistic growth rate in food consumption demand and mass grocery retailers should be
mentioned in the first place. It is predicted that the total food consumption in Vietnam would
increase by the compound annual rate of 18.6% from 2014 to 2019, and the mass grocery
retailer selling growth would annually increase by 11.5% until 2019 (BMI Research, 2015).
Thus, due to its forecasted number of purchasers, the mass retailers could be considered as a
potential option for Hobart Saigon. Moreover, Vietnamese consumption in food and beverage is
highlighted to remain the stable growth rate of 55% (Amcham Vietnam, 2017). In brief, the
foreseen growth rate of Vietnam food industry implies the accumulation of market share, which
could be recognized as an opportunity for Hobart Saigon penetration.
The second reason comes from Vietnamese habits and tastes. Ho Chi Minh City is known as a
paradise of regional and national immigration. It is a result of the rapid development of foreign
Page | 10
investment in Vietnam due to the industrialization (Meyer, K.E. & Nguyen, H.V., 2005), which
leads to an increase in labor demand attracting employees. Consequently, the large number of
people coming from different areas would lead to the diversity in food consumption and cuisine
tastes. Moreover, Vietnamese people in general are receptive customers who are willing to try
new products (Euromonitor International, 2016). Thus, it is apparent that Ho Chi Minh City, with
its diversity in food consumption, could be considered as a potential market for food and
beverage investors in general, and Hobart Saigon in particular.
Apart from these two incentives, it is crucial to identify the core issue of the firm in the very first
stage. Being aware of the huge profit in this potential market, investors have opened businesses
in food industry, which leads to abundant products along with trademarks. In other words, the
main issue that the firm faces is the fierce competition with the others in brand recognition and
identification. Thus, it is vital to increase customer awareness as well as polish product
trademark. Most Vietnamese people are acknowledged that products from Europe, Australia or
America are marked as high-quality. However, they have little awareness of Tasmania and its
superior products. Thus, in order to gain the market share, one of the fundamental steps is
raising customer awareness and polishing the brand in order to later generate sales. Therefore,
this report will focus on developing a branding strategy as a prior recommendation to effectively
solve the issue.
Recommendations
Revising the product labeling and packaging
As mentioned in the product portfolio, Saigon Hobart provides superior unique products
targeting high-income consumers, which means the company follows Differentiation Focus
strategy (Porter, 2008). Hence, it is crucial for the firm to guarantee the product quality,
including packaging, labeling, logo recognition and customer service. Moreover, since
increasing diseases are caused by food poisoning, consumers worldwide, especially
Vietnamese consumers nowadays are focusing on healthy and fresh food, which is the
combination of food nutrition and trusted origin. Nevertheless, as mentioned above, Vietnamese
consumers trust products from foreign developed countries. Therefore, it is strategic for Saigon
Hobart to carefully focus on the production line with its provision of a full packaging, labeling,
and outstanding logo related to the product origin, along with ensuring the product quality.
Besides product quality, the healthy feeling and attraction could be accompanied by the logo
colors and product branding images. Thus, briefly, the product strategy should start with
Page | 11
targeting the right customers, followed by operating further stages in order to support the
branding strategy purpose, which would be describe in detail later in this report.
Saigon Hobart is recommended to develop the product portfolio as below.
Product Produc t
Supplier Picture Packaging Transportation Mode
Storage Condition
Salmon Huon Aquaculture
-Wholesaler: 5kg each, banquet packs of both hot and cold smoked fish (approximately 1kg/pack) - Retailer: fillets and either sell as 2kg slice or cut down to 170g portions
Airfreight 2 – 40C
Beef SWIFT Abattoirs
Wholesaler: by boxes (20kg boxes) Retailer: by pieces
Airfreight 2 – 40C
Cheese Ashgrove
Sizes of “rounds” for both wholesale and retail
Airfreight 40C
Cherry
5 kg per punnet Airfreight 2 – 40C
Lamb SWIFT Abattoirs
Wholesaler: by boxes (20kg boxes) Retailer: by pieces
Airfreight 2 – 40C
Wine Brown Brothers
Wholesaler: by case Retailer: by bottle
Airfreight 40C
Exhibit 1. Product portfolio
Building brand awareness through appropriate brand positioning
Following a consistent brand strategy is one of the key recommendations for Saigon Hobart to
increase brand awareness - not only for the brand itself but also for Tasmanian products. In
order to develop a suitable brand positioning for Saigon Hobart, a thoughtful analysis on the
insights of target customers should be carefully considered. With the focus on high-end
segment, the key customers are defined as in Exhibit 2. Specifically, they are urban residents in
big cities (Ho Chi Minh City as their priority) who have high income; they enjoy life and seek for
Page | 12
high-quality products that fulfill their need of an upscale lifestyle. In addition, this type of
customer is defined as the millennials, who are open-minded and eager to learn about new
products or new lifestyle. Pursuing a sophisticated lifestyle, this customer segment is believed to
be the achievers in society, who are willing to share their knowledge through their social circles,
especially digital social channels.
By understanding our target customers and clarify the product portfolio, Saigon Hobart are
recommended to position the brand as ‘The authentic Tasmanian grocery for your exquisite
lifestyle’. This brand positioning links between the benefits and characteristics of the brand
(authentic, original from Tasmania) with the insight of target customers (upscale, luxury,
sophisticated). Any branding and communication activities should consistently follow this
positioning strategy: from brand identity (including: logo development, store display, product
leaflet, etc.) to communication (such as traditional advertising, digital advertising, and PR
articles). At the beginning stage of launching Saigon Hobart, it is crucial for the brand to
emphasis the origin of Tasmania to the customers. Although Australian food products are well-
known for their good quality, the exclusive Tasmanian brand should tie the quality with exquisite
lifestyle to approach our target customers.
Age range 20-35
Location Big cities of Vietnam (firstly Ho Chi Minh City)
Occupancy White-collar workers, expats
Income $1,000 - $3,000 per month
Household size 2-4 family members
Characteristics Health-conscious, prioritise convenience, prefers foreign products
Exhibit 2. Consumer profile
Page | 13
Developing Marketing Communication Plan to reach target customers
The launching stage requires heavy investment on communication activities. These activities
are the tools to bring our brand positioning into practical channels. To reach out customers,
Hobart Saigon could consider 3 main types of activities in their communication plan.
Traditional advertising
Traditional channels include TV commercials and Print ads, as well as other Point of Sale
materials. Hobart Saigon as a luxury grocery store could focus on airing their Print ads on
lifestyle and travel magazines to communicate with the upscale people. Point of Sale materials
such as leaflet, monthly product booklet should follow consistent branding guidelines (following
logo guidelines with premium look and feelings). TV commercials are massive investment for
media airing, it is suggested that Hobart Saigon to skip this channels; however, they can
consider TV channels in the next stage when the financial status becomes more stable, rather
than during this launching phase.
Digital advertising
Recently, consumers use apps and social media to check out restaurants (Euromonitor
International, 2016). Digital channels include all online communications, especially on social
networks where Hobart Saigon stands a high chance of reaching their target customers.
Facebook fanpage with paid post- boosting as well as instream videos and banners on local
websites are some activities Hobart Saigon can take into consideration. To develop the precise
media plan, Facebook insight analysis and weekly report for local website should be developed
by media vendors to ensure that Hobart Saigon keeps tracks and adjust media cost accordingly.
Public Relations
PR activities are crucial for the launching phase of every business, especially in order to build
the consumer awareness about Tasmanian food products. KOLs (Key Opinion Leaders),
content forum seeding and PR articles are some potential activities. Those are basic PR tools to
build brand awareness during launching phase – when brands need to communicate or educate
on new concepts to customers. For the case of Hobart Saigon, the concept of premium luxury
Tasmanian food products should be introduced to target customers by people they follow (the
KOLs) or by word of mouth (forum seeding) and general information on magazines (articles).
Page | 14
Cost Analysis and Action Plan – Delivering the consulting project
To implement the proposed strategy, Hobart Saigon is consulted to follow the Media timeline as
shown in Exhibit 3 below.
Exhibit 3. Media timeline
Moreover, logistics and retail store set-up activities are adjusted based on the branding plan.
Logistics and Warehousing
Firstly, consumer trend is convenient, time-saving and comfort purchasing, Hobart Saigon
should focus on airfreight and storage condition, which provide customers flexible and in-time
products. Moreover, as technology is rapidly developed, Hobart Saigon should also invest in
online shopping with friendly interface to provide a time-saving solution for target customers.
Secondly, the company needs to develop a coherent plan of logistics and distribution channels
of their products. As airplane is determined to be the main method of goods shipment, the
company’s warehouse should be located only 1km away from Tan Son Nhat Airport. This helps
to preserve the products at 2-40C at night before delivery to the destinations in the next morning.
Distributing products through both wholesale and retail channels, Hobart Saigon plans to use
3rd party logistics: TECS Express Company. This helps to deal with customs clearance, storage
and finished products delivered from their warehouse to the city center where their retail store
and partner hotels are located.
Page | 15
Retail channel
Since we attempt to polish Saigon Hobart’s luxury reputation and image, it is crucial to
consciously select and apply suitable retailing model, especially learn from other existing
retailers in Vietnam. With the premium products imported from Australia targeting high-income
customers, it is in the same segment with the well-known retailer Annam Gourmet. Their
concept is selling high-quality imported goods in Vietnam from Europe. They provide a diversity
of foods and beverages for instances, beef, cheese, vegetables, fruits, candy, etc. They
established four stores in HCMC and 1 store in Hanoi. All of their stores are opened in a
crowded and attractive location, which significantly increases the customer accessibility. Thus,
relating our products and targets, it is reasonable to select a location in the city center.
1. Rent and Operating cost
a. Renting cost
i. Location: District 1
ii. Street: Tran Hung Dao, Nguyen Cu Trinh, etc
(a two-way street would be much more favorable)
iii. Acreage: width (8-10m) / length (17-20m)
iv. Price: 4500 – 8000 USD / month
b. Utilities security deposit for the rental lease (3-6 months, could be negotiated):
13,500 – 48,000 USD
2. Miscellaneous Operating Expenses
a. Water expense: 150 USD / month
b. Electricity: 1500 USD / month
c. Telephone expense: 50 – 70 USD / month
d. Staffs
- 5 sales (250 USD / month – first & second shifts)
- 1 supervisor (400 USD / month)
- 1 accountant (350 USD / month)
- 2 securities (200 USD / month)
3. Maintaining marketing: 500 USD / month
This expense is used for monthly marketing (printing discount ads, flyers, standees, etc).
* Further operational costs are estimated in Appendix 3.
Page | 16
References
AmCham Vietnam 2013, ‘Vietnam’s middle class set to double by 2020: BCG’, AmCham Vietnam, viewed 21 August 2017, <http://www.amchamvietnam.com/vietnams-middle-class-set-to-double-by-2020-bcg/>
Amcham Vietnam, 2017. Vietnam Consumers Trends 2017. Infocus Mekong Research.
Australia Trade and Investment Commission, n.d., ‘Food And Beverage To Vietnam’, Australia Trade and Investment Commission, viewed 21 August 2017, <https://www.austrade.gov.au/Australian/Export/Exportmarkets/Countries/Vietnam/Industries/food-and-beverage>
BMI Research 2015 ‘Vietnam Food & Drink report: includes 5-years forecasts to 2019’, London, United Kingdom, www.bmi research.com.
BMI Research 2015 ‘Vietnam Food & Drink report: includes 5-years forecasts to 2019’, London, United Kingdom, www.bmi research.com.
BMI Research, 2015. Vietnam Food and Drink Report, includes 5-year forecasts to 2019. A Fitch Group Company, pp.7.
Deloitte ‘Retail in Vietnam, Emerging market, emerging growth’.
Deloitte ‘Retail in Vietnam, Emerging market, emerging growth’.
Euromonitor International 2016 ‘ Consumer lifestyles in Vietnam’, Passport.
Euromonitor International 2016 ‘ Consumer lifestyles in Vietnam’, Passport.
Euromonitor International 2016, ‘Vietnam: Country Profile’, Euromonitor International, viewed 21 August 2017, < http://www.euromonitor.com/vietnam-country-profile/report>
Hong, A 2016, ‘World Bank: Vietnam able to reach US$18,000 annual income by 2035’, VnExpress International, viewed 21 August 2017, <http://e.vnexpress.net/news/business/economy/world-bank-vietnam-able-to-reach-us-18-000-annual-income-by-2035-3361956.html>
Johannes Cornelis Brezet 2015 ‘Sustainable consumption in Vietnam: an explorative study among the urban middle class’, International Journal of Consumer, Vol.39, pp. 608-618.
Jotte Ilbine Jozine Charlotte de Koning, Marcel Rudolphus Maria Crul, Renee Wever and Koning, J I J CCrul, M R M Wever, R Brezet, J C 2015 ‘Sustainable consumption in Vietnam: an explorative study among the urban middle class’, International Journal of Consumer, Vol.39, pp. 608-618.
Meyer, K.E. and Nguyen, H.V., 2005. Foreign investment strategies and sub‐national institutions in emerging markets: Evidence from Vietnam. Journal of management studies, 42(1), pp.63-93.
Page | 17
Nielsen 2010, ‘Vietnam Is Heating Up’, The Nielsen Company, viewed 21 August 2017, <http://www.nielsen.com/content/dam/corporate/t3/vietnam/reports/Nielsen_PFM%20Presentation_English.pdf>
The Telegraph (2017), ‘How The Internet Of Things Is Changing The Retail Landscape’, The Telegraph, viewed 21 August 2017, <http://www.telegraph.co.uk/business/digital-leaders/horizons/how-internet-of-things-is-changing-retail-landscape/>
Vidot, A 2015, ‘Vietnam Closes Door On Australian Fruit And Vegetables’, ABC News, viewed 21 August 2017, < http://www.abc.net.au/news/rural/2015-01-05/vietnam-ban-in-force/6000770>
Page | 18
Appendices
Appendix 1: Business Consulting Engagement Form
BUSM4164 Business Consulting Dr. Victor Kane
Business Consulting Engagement Form
Team Members:
Name Student ID
Bach Ngoc Lan Anh S3357525
Nguyen Thi Phuong Thao S3131652
Nguyen Quang Thong S3259052
Nguyen Le Minh Tram S3619122
Luu Mong Van S3373014
Client Organization: Hobart Saigon Trading Co. Pty Ltd Organization Address: 21 Maning Ave, Sandy Bay, Tasmania 7005, Australia Contact Name: Robert Joseph Contact Title or Position: Director Contact Phone Number: +61 418 443 665 Contact Email: [email protected]
Summary of Project
Briefly describe the nature of the project and the goals or objectives expressed by the client.
Hobart Saigon Trading Co. Pty Ltd – a Tasmania, Australia based company focused on importing/
exporting of Tasmanian products (fish, cheese, beef, lamb, wine, etc). The goal is to act as a
wholesale to up – market establishments and have a retail presence in selected districts in HCM (D1,
D2 and D7).
Requirements:
▪ Research the external and internal environment of Vietnam.
▪ Recommend marketing techniques to build brand awareness of Tasmania products and reach
consumers in the retail space.
Page | 19
Appendix 2: Pricing Strategy
Since our target is high-income customers, who require high-quality products, it is apparent that
the product price should follow the Premium Price Strategy (Figure 1). In other words, the
product price should be marked as premium to cover the R&D research, storage and high-
quality material costs.
(Source: businesssetfree.com)
Page | 20
Appendix 3: Cost Analysis
Item Cost/kg ex Supplier
Freight/kg (air)
Freight LCL
Freight 20'
Cont Kg/month
(Wholesales) Kg/month
(retail) Total
demand Salmon HOG 10 4
2,000
500
2,500
Salmon Fillet 12.5 4
500
250
750
Hot Smoked 24 4
500
150
650
Cold smoked 24 4
750
200
950
Beef 22 4
5,000
1,000
6,000
Lamb 22 4
2,000
500
2,500
13,350
Cost/bottle ex
supplier Bottles/month (Wholesales)
Bottles/month (Retail)
Wine 12 1.33 0.6 1000 500 1500
Page | 21
Appendix 4: Income Statement
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