Executive Summary 1
1. Business Description 3
1.1 Company Overview 3
1.2 Vision 3
1.3 Mission Statement 3
1.4 SMART Objective 4
1.5 Business Philosophy 5
1.6 Production Line 6
2. Strategic Definition 11
Decision 1: E-Business Channel Priorities 11
Decision 2: Market and product development strategies 12
Decision 3: Positioning and Differentiation strategy 13
Decision 4: Business, Services and Revenue Models 14
Decision 5: Marketplace Restructuring 15
3. Marketplace Analysis 16
3.1 Industry Information 16
3.1.1 Micro Environment 16
3.1.2 Macro Environment 22
3.2 Marketing Plan 23
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Regarding to Strategy Definition, five main definitions are presented and after analyzing, the most appropriate strategy will be selected.
Next, in the marketplace analysis part, the plan is aimed to propose the collected information of industry in general. In particular, the evaluation of micro environment through the competitive forces and market’s demand and macro environment in terms of social, legal, economic, politic and technology factors are also included to figure out the impacts that drive the business’s operations. Moreover, a marketing plan which consists of Objectives, Strategies, Tactics and Branding will also analyzed to more detailed view relating to market situation and its demand for the business to set up its e-business.
In the consideration of operation plan,
Being considered as a complement of enterprises’ commercial activities for selling and buying aimed at enhancing their performance, the use of E-commerce by business in the whole world has grown considerably in recent years. According to Internet World Stats (2012), internet users make up 34% of the population in Vietnam. This can be seen as a beneficial tool for Vietnamese businesses to bring their products closer to customers. Following this trend, Kim Tien Candle decides to launch e-commerce through online selling products to get its outputs familiar with customers and increase sales. The report mainly focuses on Kim Tien Candle’s e-commerce system. Specifically, the detail analysis and discussion regarding to service, the candle market marketing plan, financial problem and management system will be included.
1. Business Description
1 Company Overview
|Company Name |Kim Tien Candle |
|Domain |www.kimtiencandle.com.vn |
|Current position |New established candle company in Vietnam market |
|Transactional model |B2B, B2C |
Kim Tien is a new candle company, which is currently supporting finished products and raw materials related to candle between two biggest cities in Vietnam including Hanoi and Ho Chi Minh City. Kim Tien has already had one manufactured in Ho Chi Minh City and one sole agent in Hanoi. Besides that, Kim Tien has exported the small quantity of tea-light candles to EU and USA market.
Currently, consumers can only buy Kim Tien’ products through its retailers and agency in Ho Chi Minh City and Hanoi. In the near future, Kim Tien will have official website and the products will be sold online via its official website.