Truong Thanh
REMARK
CONTENTS OPENING 1 I. COMPANY AND PRODUCT 2
1. Company introduction 2
2. Reason for choosing indoor furniture 2 II. U.S MARKET ANALYSIS 2
1. GENERAL MARKET 3 1.1. Geographic environment: 3 1.2. Political environment: 3 1.3. Legal environment: 3 1.4. Economic environment: 4 1.5. Cultural environment: 5
2. FURNITURE AND WOOD INDUSTRY 5 III. SWOT ANALYSIS 6 IV. PRELIMINARY STRATEGY FOR MAINTENANCE AND EXPANSION 8
1. PRODUCT STRATEGY 8 1.1. Product concept 8 1.2. Product life cycle 9 1.3. Branding and packaging 10
2. DISTRIBUTION STRATEGY 11 2.1. Distribution channel in U.S 11 2.2. Choose suitable distribution chain 12
3. PROMOTION STRATEGY 12 3.1. Promotion goals: “Create awareness of product’s benefits compared to competitors” 12 3.2. Business environment affects promotion decisions 13
4. PROMOTIONAL STRATEGY 13 4.1. Sales promotion 13 4.2. Public relations 13 4.3. Direct marketing 14
5. PRICE STRATEGY 14 5.1. Factors affecting pricing strategy: 14 5.2. Proposing a price strategy. 15
6. IMPLEMENTION PLAN 15
7. FINANCIAL ESTIMATION 16 CLOSING 18 REFERENCE .19 OPENING
The trend of economic integration today has created an expanding environment for Vietnamese enterprises and opened not only potential opportunities but also competitive challenges. From now on, Vietnamese enterprises have to create global brand names impressed in both domestic market and in foreign market via suitable business strategies.
Founded in 1993, Truong Thanh Corporation (TTF) is the largest exporting wood company in Viet Nam. TTF’s vision is always to position as a leader in the wood processing industry and forestation in Vietnam and ASEAN region. Quality and designs of Truong Thanh products has been recognized in global market. The U.S. market with extensive features, large potential customers is a niche market for Truong Thanh to
CONTENTS OPENING 1 I. COMPANY AND PRODUCT 2
1. Company introduction 2
2. Reason for choosing indoor furniture 2 II. U.S MARKET ANALYSIS 2
1. GENERAL MARKET 3 1.1. Geographic environment: 3 1.2. Political environment: 3 1.3. Legal environment: 3 1.4. Economic environment: 4 1.5. Cultural environment: 5
2. FURNITURE AND WOOD INDUSTRY 5 III. SWOT ANALYSIS 6 IV. PRELIMINARY STRATEGY FOR MAINTENANCE AND EXPANSION 8
1. PRODUCT STRATEGY 8 1.1. Product concept 8 1.2. Product life cycle 9 1.3. Branding and packaging 10
2. DISTRIBUTION STRATEGY 11 2.1. Distribution channel in U.S 11 2.2. Choose suitable distribution chain 12
3. PROMOTION STRATEGY 12 3.1. Promotion goals: “Create awareness of product’s benefits compared to competitors” 12 3.2. Business environment affects promotion decisions 13
4. PROMOTIONAL STRATEGY 13 4.1. Sales promotion 13 4.2. Public relations 13 4.3. Direct marketing 14
5. PRICE STRATEGY 14 5.1. Factors affecting pricing strategy: 14 5.2. Proposing a price strategy. 15
6. IMPLEMENTION PLAN 15
7. FINANCIAL ESTIMATION 16 CLOSING 18 REFERENCE .19 OPENING
The trend of economic integration today has created an expanding environment for Vietnamese enterprises and opened not only potential opportunities but also competitive challenges. From now on, Vietnamese enterprises have to create global brand names impressed in both domestic market and in foreign market via suitable business strategies.
Founded in 1993, Truong Thanh Corporation (TTF) is the largest exporting wood company in Viet Nam. TTF’s vision is always to position as a leader in the wood processing industry and forestation in Vietnam and ASEAN region. Quality and designs of Truong Thanh products has been recognized in global market. The U.S. market with extensive features, large potential customers is a niche market for Truong Thanh to