Trường Đại học Mở Thành phố Hồ Chí Minh

MARKETING MANAGEMENT

Trần Minh Kha – 2154013013

Hoàng Nhật Khoa – 2154013014
Nguyễn Lê Thành Bão – 2154013004
Nguyễn Nhựt Hào – 2154010206
Đào Lương Chí Bảo - 2154010068
 Mục lục
Executive summary .................................................................................................................... 1
Part A - Introduction of company .............................................................................................. 2
Part B – Developing new product .............................................................................................. 3
1. Microenvironment analysis ................................................................................................ 3
1.1 Company analysis ......................................................................................................... 3
1.2 Customer analysis: ........................................................................................................ 4
1.3 Competitor analysis: ..................................................................................................... 5
2. Macro Environment analysis .............................................................................................. 6
2.1 Demographic: ................................................................................................................ 6
2.2 Economic environment ................................................................................................. 7
2.3 Natural environment: .................................................................................................... 8
2.4 Technological environment: ......................................................................................... 8
2.5 Political environment: ................................................................................................... 9
3. SWOT analysis ................................................................................................................... 9
3.1 Strength: ........................................................................................................................ 9
3.2 Weakness: ..................................................................................................................... 9
3.3 Opportunity: .................................................................................................................. 9
3.4 Threats: ....................................................................................................................... 10
Part C – Financial and marketing objectives ............................................................................ 10
1. Financial objectives .......................................................................................................... 10
2. Marketing objectives ........................................................................................................ 10
Part D – Marketing strategy ..................................................................................................... 11
1. Target customers............................................................................................................... 11
2. Product positioning, differentiation ................................................................................. 12
Part E – Marketing tactics ........................................................................................................ 12
Marketing mix (4P) .............................................................................................................. 12
Part F – Financial projections................................................................................................... 18
TABLE ................................................................................................................................. 18
Part G – Implementation controls ............................................................................................ 19
 MEMBERS MISSIONS PERCENTAGES
1 Hoàng Nhật Khoa Econnomic enviroment 100%
4P (Promotion)
Table
Slides
2 Trần Minh Kha Executive summary 100%
Micro enviroment
4P (Pricing)
Marketing and financial objective
Synthesizing content and writing
reports
3 Nguyễn Thành Bão Macro environment 100%
Political
Micro enviroment ( support )
4P (Product)
Translate
4 Nguyễn Nhựt Hào 4P ( Place ) 100%
Logo
Macro enviroment ( support )
Swot analysis ( support)
5 Đào Lương Chí Bảo Micro enviroment ( support ) 100%
Financial objectives
Executive summary

VGreen is a company that has been operating in the field of manufacturing electrical
equipment and technology for about 10 years. Currently, in order to expand the market and
increase brand awareness, as well as realize that the refrigeration market has strong potential
for growth, VGreen decided to enter this industry with the product of air conditioners.
VGreen uses a hydrogen fuel cell, with integrated air purification and advanced exhaust gas
treatment.
This report, which was conducted since early March/2023, focus on provide a marketing plan
for the launch of VGreen product in the Vietnamese market. The SWOT analysis shows that
VGren could become a potential competitor in air conditioner industry because of
modernazing in techonology and caring about environmental problems. Analyzing
macroenvironment indicated Vietnamese Market has had many opportunities for company to
attend the industry and approach the large number of customers.
More specifically, the report described and identified an overview picture about the target
customers, the product positioning and its differentiation. This allows VGreen to determine
where the position of the company is and who we serve. Moreover, the reports enumerated
the marketing and finance objectives to orient the company for a less risky business. In
addition, marketing statistics were analyzed and indicated through marketing mix. In this part,
we highly focused on Product concept and Pricing concept. At the end of the report, financial
projections and implementation controls were mentioned as future activities.
There were some limitations in the report. The first one is about the financial objectives
which weren't clear enough to understand easily. Financial projections and implementation
controls were not as good as we expected at first because we had not too much experience in
calculating and forecasting financial problems.

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Part A - Introduction of company

Brand name: VGreen

Year of Establishment: 2010
Meaning of the name: V means Vietnam, Green here means freshness, towards the
environment. And the name VGreen also represents the soul of the business. With the desire
to bring the Vietnamese brand to every corner of the world, and at the same time, it also
expresses the company's goal, mission and strategic vision, which is towards sustainable,
lasting and sustainable values. towards the common problem of mankind which is
environmental protection and energy overload.
Core values:
Modernity: Modernity is always the orientation of VGreen
Innovation: Innovate is the best way to cath up with the rapid changes of the globalization and
competitors.
Environmental friendliness and sustainability: The environment has been destroyed by
human’s activities. VGreen choose rescuring, protecting, maintaining and improving the
environmental issues to be able to develop the sustainability .
About us:
VGreen is a national leading innovator and provider of electronics, mobile communications
devices and home appliances. Our business is posting strong performance and leading the
market thanks to our highly productive production network and innovative technology that
serves as a strong foundation for our technological leadership and product competitiveness.
Established in VietNam in 2010, VGreen has been successful in producing TV, Mobile
Handset, Laptop Computer, Refrigerator, Washing Machine, Cooking Appliance,...... These
products have been the symbol of innovating and heading to the future. Aiming to serve the

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Vietnamese market and global market in the future, especially the customers who care about
family and technology.
Directions:
VGreen has been sparing no effort in advancing its business and technology portfolios
following the three strategic directions:
Enhancing our position in the market
Never stop innovating technology and quality.
Securing drivers for future growth.

Part B – Developing new product

1. Microenvironment analysis

1.1 Company analysis

VGreen is a business enterprise in the field of manufacturing with high technology

applications, especially in the field of household appliances production. With the increasing
demand of consumers, the household appliance industry is extremely competitive, which is a
great opportunity as well as a challenge for VGreen to continue to develop.
Currently, VGreen is developing air purifier conditioners using hydrogen fuel cells with the
ability to filter the air and create humidity with advanced exhaust gas treatment technology.
Marketing:
VGreen's marketing orientation is based on Social Responsibility Concept → not only selling
products in a short time but also creating a connection with customers, understanding their
needs, understanding the business itself, tastes, interests, their future and issues related to
environmental protection (Because this is an industry that uses a lot of harmful fuels)
Marketing team has information and tastes of customers because VGreen has previously sold
products in the household goods product line → helping the company identify customer files
and their needs

Finance:
The company has strong financial resources, as it has a foothold in the Vietnamese market
with an average annual revenue of about VND 2,000 billion (2018). Net profit after deducting

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expenses and after tax reached VND 500 billion. In addition, it is also supported by the
Vietnamese government because it is a domestic company with development and
environmental protection policies.
Manufacturing:
Raw materials for production are mainly imported from the country to maximize costs,
electronic equipment such as Chips and batteries are imported from abroad for the best
quality.
The production line is based on the industrial scale.
The company has strong points in the research and development of products that integrate the
world's high-end technologies. In addition, there is cooperation with the world's technology
companies. The company's main human resource in manufacturing is Vietnamese, so hiring
costs are significantly reduced along with the ability to supply products is relatively stable
due to an abundant labor source.

1.2 Customer analysis:

Currently, the situation of high temperature, especially in the months of April, May, and June
in Vietnam makes the demand for air conditioners increase.
Not only interested in cooling issues, consumers of air conditioners today are also interested
in health issues and energy saving issues.
From these things, it can be drawn that, when choosing air conditioner products, users tend to
choose products with stable cooling quality, smooth operation, saving electricity and cost
neither should be too high.
The behavior of buying air conditioners of Vietnamese customers has the following points:
People who choose and buy air conditioners are usually people aged 27 or older, most of
them have families, and are relatively stable financially.
As a country with a community culture, the advice and suggestions from friends, family,
relatives have a great impact on their buying behavior.
Vietnamese consumers often tend to buy products that can be used for home. They are
interested in the durability and longevity of the product.
They care about the power saving feature
About 28% are interested in installment payment.
14% related to installation service
11% are interested in promotions

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After using, most of the negative customer feedback comes from problems with operating
noise, power consumption and cooling that are not as expected. In the negative feedback
about the current air conditioner on the market of BuzzMetrics[1], up to 28% of users
complain about the cooling not as expected of the air conditioner, 27% complain about noise
when in use, 16% of people think that the current use of air conditioners is too expensive.

1.3 Competitor analysis:

According to Euromonitor International's report[2] in 2021, air conditioners are the most
dynamic industry in 2021 with a growth rate of 85%. Therefore, Vietnam is considered a
large and potential market for the giants in the electronics and refrigeration industry in
general. It is estimated that by 2023, the size of this market could reach 2.4 billion USD.
Currently, Vietnam has attracted the participation of international brands such as Samsung,
Panasonic, Casper, Daikin, LG, Toshiba, Sharp... and it is impossible not to mention domestic
brands such as REE, Hoa Phat, Sunhouse,...The last 2 years have witnessed the remarkable
development of domestic brands.
For example: In the field of refrigeration and mechanical engineering, in 2020 REE recorded
a revenue of nearly 3.5 billion dong, up nearly 10% over the same period last year,
accounting for 62% of the company's total revenue.
In the last 3 years, Hoa Phat Refrigeration's revenue has reached over 1 trillion dong.
Although the revenue is quite low compared to other businesses, Hoa Phat Refrigeration still
achieved more than 130 billion dong in profit after tax.
As for foreign businesses, the Vietnamese market has been dominated by businesses from
Japan:
Daikin is a brand from Japan. Its products are famous all over the world and are often
compared with Panasonic. In 2021, Daikin was awarded "Excellent Air Conditioner Brand at
Tech Awards 2021". In 2020, Daikin Vietnam brings in total revenue of nearly 9.5 trillion
VND, of which the revenue of the air conditioning industry is the majority.
Panasonic is a brand from Japan and has been present in Vietnam since the 1950s. The year
2021 marks 50 years since Panasonic was officially present in the Vietnamese market. In
2019 and 2020, Panasonic's revenue in the Vietnam market reached nearly 14 trillion VND.
Toshiba, Casper, Electrolux are also competitors……

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The reason these businesses hold a large market share is due to the reputation and reliability
that comes from the brand. Their level of recognition is very high, not only that, the quality of
their products is also extremely advanced.

Recognition
Daikin

VGreen
Product quality REE

2. Macro Environment analysis

2.1 Demographic:

Age: from 27 years old or older because of high independence in consumption, ability to
independently purchase consumer products.

Product requirements are realistic: proactively choose hot products but must be realistic with
their working and operating environment.

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Emotions in consumption: thoughts, feelings, tastes, personalities, and temperaments are not
stable. In consumption, they are often emotional and changeable. There is often a conflict
between reason and emotion, when choosing a product, it is often somewhat emotional.

When many people have the same opinion, they tend to form a community of customers

High environmental awareness.

Income:

In the age group of 27 and older, they have a stable income of about 10 million/month or
more (which is considered an average income).

In the market, customers in the middle income group account for a relatively large proportion.
Their shopping goals are often directed to the product segment of moderate quality, suitable
for their "pocket".

They are "located" at the intersection between the high-income group and the low-income
group, creating a balance in the process of product distribution as well as building marketing
strategies.

Living status:

Those who are already living on their own, or living with their family.

Own your own home.

Enhance the aesthetics of accommodation and workplaces.

2.2 Economic environment

The Socialist Republic of Vietnam is an agrarian industrial country. Vietnam's economy is

one of the fastest growing among Asian countries. An average annual GDP growth rate of
around 6.5% coupled with steady population growth and growing prosperity make Vietnam
an attractive market in the long term[3]

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The priority sectors of the economy are energy, processing industry, high-tech industry
(electronics), mining, metallurgy and chemical industry. Agriculture (including forestry and
fishery) remains an important sector of the country's economic life.
As an export-oriented economy, Vietnam has more than 90 bilateral trade agreements and
nearly 60 bilateral investment promotion and protection agreements. Vietnam's accession to
ASEAN and the WTO allows the country to deepen its integration into the world economy
and accelerate the completion of investment legislation and long-term policies to improve
conditions and ensure the development of economic and social infrastructure investors have
created a stable investment structure that makes Vietnam one of the most attractive countries
for foreign capital.
The average income of people grows steadily at about 8-10% per year according to the year-
end report of the General Statistics Office. The economy improves, people are willing to
spend for the needs of improving the quality of life.

2.3 Natural environment:

Vietnam is a country located in the tropical climate belt, has a relatively high temperature and
with a population of nearly 100 million people, the demand for air conditioning products is
very large.
The situation of environmental pollution continues to be complicated, with many hot spots,
and the quality of the environment in many places has declined sharply. Air pollution,
especially dust pollution (PM10, PM2.5) is becoming an alarming problem in Vietnam,
directly affecting health, causing psychological insecurity and anxiety for people. -> VGreen's
products have the ability to store energy, filter the air as well as minimize emissions to the
environment. → get the attention and support of customers.
Normal air conditioners use large electricity → fuel costs increase → VGreen air conditioners
use stored energy to help reduce fuel consumption → protect the environment.
VGreen air conditioners follow the trend of using a new fuel source, which is a hydrogen fuel
cell

2.4 Technological environment:

Currently, the technology environment is changing extremely quickly, technology is

constantly improving, there are no limits to opportunities for development. It requires VGreen
to keep up with the development of technology at all costs, accelerate change as well as
constantly improve its products. Since this is an environment with so many opportunities that

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need to be grasped so as not to be left behind, there are many ways to do this such as
increasing funding for the R&D department, implementing observation methods or design
thinking to understand the limitations. product design of the company through the opinions of
consumers, besides, it is also possible to collaborate with companies in the same industry.

2.5 Political environment:

Political stability has become an advantage throughout Vietnam's development, an advantage

that not all countries have. Creating motivation for business development.
The State allows science and technology development enterprises such as VGreen to receive
credit loans.
Currently, Vietnam is an attractive destination for foreign businesses, an area that has been
receiving a lot of FDI. This attraction not only comes from a strong growing economy but
also from political stability, government support for science and technology development and
globalization → opportunities for VGreen to reach out to the world.

3. SWOT analysis

3.1 Strength:

Having a good name from the parent company

R&D team
Customer care
Pricing

3.2 Weakness:

It takes a long time for customers to get used to it due to the combination of new features
Lack of market share in air conditioners
Not yet autonomous in terms of raw materials.

3.3 Opportunity:

Supported by the government

Open trade environment easily attracts FDI, advanced technology exchange of mankind
Environmental protection is a sustainable trend.

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3.4 Threats:

Domination of foreign electronic brands

Non-stop competition in the technology field
Lack of stable supply.

Part C – Financial and marketing objectives

1. Financial objectives

VGreen's financial goal in the early stages of product launch is to try to bear losses for as long
as possible. As it is time for customers to familiarize themselves with the product and gain an
identity with VGreen, therefore pricing strategies are needed so that as many consumers can
experience the product as possible. It is expected that in the hottest months like June, air
conditioners will be available at 20 retail distribution points in the city, with the average rate
of customers buying air conditioners about 2/10 people. In each store, the expected sales in 1
month is 300 products. (10 products/day)
After achieving that goal, VGreen will switch to the plan of maximizing revenue by
producing more products for consumers to continue to experience the product, with the
advantage of cheap labor. as well as low raw material costs. This makes the cost per product
decrease but sales still increase, creating a profit stream for VGreen. It is hoped that during
this development period, in the peak month, the number of units sold can reach 350
units/month (half of brands like Panasonic).
Increase profit margin by 1% every quarter.
Always maintain a good budget for the R and D department to maintain and promote
development for future products.

2. Marketing objectives

The first phase will be to increase market share, increase brand awareness and then gradually
shift to increasing revenue and increasing profits

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Increase the customer experience, give them the most experience possible at the most
reasonable price.
Collect and listen to feedback from customers to improve products day by day.
Make people have an image of VGreen's air conditioning products (economical, protective,
modern, ...)
After they have experienced and have a look at the VGreen air conditioner line, they start to
set higher goals in terms of sales and profits (350-400 units/peak month).
In terms of market share, first of all, we want to be close to a domestic air conditioner
manufacturer (REE, Hoa Phat,...) with half their revenue (i.e. about 40 trillion VND).
The target market is the household electrical market in Vietnam, especially targeting those
customers who have families or live alone who need to use air conditioners and care about
their health as well as the living environment. house, apartment)

Part D – Marketing strategy

1. Target customers

Target customers: VGreen's air conditioner products focus on customers who are of a family
age and are relatively financially stable (over 27 years old, income > 10 million/month), who
have a real personality, care about health and saving as well as the environment. VGreen's
products are improved in terms of power saving, smoothness, stability as well as providing
customers with promotions and installments through a pricing strategy.
Segmentation: The segment of people with average income (>10 million/month) and willing
to pay for the need to improve quality of life.
Targeting: Multiple Segments - Product Specialization

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2. Product positioning, differentiation

Environmental friendliness

VGreen
Daikin Inveter

RTV-TC-BI
Price

Part E – Marketing tactics

Marketing mix (4P)

Product:
AIR PURIFIER CONDITIONERS

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 Technical
support team

return Call center

goods 24/7
VGreen Reduce power
consumption

Air
Air purifier hydrogen Cleaning
monthly Purifier
conditioners fuel cell recurrent
installment

Exhaust
gas 2 kinds of
Installation treatment size
support unit
Refunds
Lifetime
warranty

Background:
Since the epidemic, people have stayed at home more
Pollution due to fine dust, smoke... in big cities like Hanoi and Ho Chi Minh City.
People are concerned about health issues in the living space.
Although this is an issue that experts specializing in air purifiers are concerned about. But in
recent years, air conditioner manufacturers have added to their products a competitive
function that is air purifier.
The ability to filter the air of a current air conditioner:
Using the filter:
Features filter dust, fine dust, dust plaque.
Features deodorant, anti-virus
Features a signal light to indicate how clean the air is.
Or use technology: Samsung-Tricare, Silver nano technology, Daikin-Filter,

Features air purifiers cannot do compared to a dedicated air purifier:

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Current air conditioners are only integrated with technology or filters, so the cooling capacity
is not optimal and also causes energy waste. As for the air purifiers on the market, although
the ability to filter the air is better, it has a defect in cooling ability.... Besides, these products
also emit emissions to the environment. cause serious health and environmental problems.
Realizing this, VGReen's products will combine the two core technologies of air purifiers
and air conditioners to create an air purifier product, from which the air filtration feature on
the air conditioner becomes more and more optimized. Not stopping there, the issue of
environmental protection is also paid special attention by VGreen through its hydrogen fuel
cell system along with its exhaust gas and thermal energy filters.
A hydrogen fuel cell is an electrochemical device that converts the chemical reaction energy
of hydrogen fuel at the electrodes into electrical energy. This type of battery is lighter and
more efficient than conventional batteries, does not emit harmful gasses, has the ability to
produce clean water, fast refueling, low noise, fuel economy, and easy maintenance. used in
air conditioners.
With the advantage of using fuel cells, the technology reduces electricity consumption,
reduces emissions to the environment, and reduces heat during the operation of air
conditioners with integrated air purifiers.

Product Description:
Hardware structure: The filter unit and the indoor unit system are combined in the center of
the air conditioner, and the multi-function air filter system is located right in front of the
combined system, besides the system Hydrogen fuel cell is assembled on the back of the rig.
The outdoor unit is combined with a CO2 filter and a radiator through a set of exhaust pipes
with the ability to limit CO2 and heat energy during operation to minimize the impact on the
environment.
How it works: Initially, electricity is supplied to the air conditioner to operate, while also
providing a reserve energy source for the hydrogen fuel cell. When the hydrogen fuel cell is
fully charged, the power will automatically switch off and switch over to the battery's energy.
This battery is used to operate the air conditioner, as a sensor, to receive wifi, as a power
source for the touch screen, ... During use, the amount of heat and exhaust gas released from
the air conditioner is transferred to the heater for advanced filtration before releasing into the
environment.

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There are 2 main segments:
For people living alone: 15-20 square meters: 1HP
Family: 25-30: 1.5 HP
Helping customers choose the right product for their needs and area will optimize the
product's capabilities as much as possible.
There are also some extra features:
Adjust and report errors on the phone
Smart sensors to measure humidity, temperature, read dust status in the air to help adjust the
appropriate temperature.

Technical support
Because it is a high-tech product, the technical support team is very important
Support package for installation and warranty, periodical cleaning.
Return and refund policy.
The staff, 24/7 customer care center are ready to support any problem within 1 hour.

Price
Different pricing strategies will be used to increase market share (1) and increase sales (2)
In the first stage: Although it is a leading enterprise in the production of equipment applying
advanced technologies, in the air-conditioner market, VGreen is not a big man and has not
been verified by experts. customers about the product compared to other competitors.
Therefore, at the initial stage when VGreen air conditioners are launched into the market, a
market penetration strategy will be used. With this strategy, VGreen will reduce product
prices to the lowest possible level to attract and entice customers. The goal of this strategy is
to put pressure on competitors and capture a certain market share. After that, VGreen will
reposition the product's cost to return capital, earn profit as well as reposition the image of
quality products in the public's eyes.
Postpaid / Installment Strategy: Because it is a modern technology product, the price of
VGreen air conditioners is slightly higher than the average income of Vietnamese people
(although the price has been set at the penetration level). Therefore, VGreen allows
consumers to use the form of postpaid / installment payment so that they can access the
product without worrying about financial obstacles.

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Promotion pricing strategy: During the year-end occasions or the beginning of summer, the
beginning of the sunny season, the demand for air conditioners increases again. This is an
opportunity for VGreen to increase its sales. In order to increase consumer attention as well as
catch up with other brands' promotion strategies, VGreen also uses promotions ranging from
10-30%, even 40%, in addition to other promotions. accompanying gifts, after-sales services
such as free installation, cleaning support package, periodic equipment inspection within 5
years, ..
These strategies will make VGreen suffer losses for a long time, but because it is a business
with relatively strong financial potential due to the leading position in the field of
manufacturing and integrating technology equipment for air-conditioners and air-
conditioners, using an environmentally friendly operating fuel source, and minimizing the
amount of CO2, the amount of heat released into the environment by filtering through the
purifier and the cooling system before being released into the environment. A step forward, a
new solution to the world's environmental problem. Therefore, it will be supported and
funded by the host country government, the world organization on emissions management, ...
so that everyone can access and change the habit of using air conditioning,.... VGreen can
completely apply these strategies without having to worry too much about the company's
financial situation.
Based on the websites of Nguyen Kim and Cho Lon electronics supermarkets, the average
price of air conditioner products from two competitors Daikin and Ree is as follows:
 Daikin Inverter 1 HP FTKB25WMVMV/RKB25WMVMV: 10.990.000 VND[4]
 Daikin Inverter 1.5 HP FTKB35WMVMV/RKB35WMVMV: 13.290.000 VND [5]
 Daikin Inverter 1 Hp ATKC25UAVMV: 11.390.000 VND [6]
 Daikin Inverter 1.5 HP ATKC35UAVMV/ARKC35UAVMV: 13.990.000 VND [7]
 Reetech Inverter 1 HP RTV9-TC-BI: 8.900.000 VND[8]
 Reetech Inverter 1.5 HP RTV12-TC-BI: 10.990.990 VND [9]
As VGreen has positioned the product with the price lower than Daikin and Ree, we offer the
following prices:
 VGreen 1 HP: 7.799.999 VND
 VGreen 1.5 HP: 9.499.999 VND

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Place

Choose locations with economic potential and extreme hot weather trends such as the South
and the North.
Distribution in places with high urban population concentration such as spreading evenly in
cities or economic centers in provinces with special focus on Ho Chi Minh City.
Distributing, running programs, displaying products and implementing marketing strategies in
large shopping centers.
Especially in Ho Chi Minh City, priority is given to opening distributors in each district, each
district will choose a distributor. The distributor must have been in this business before.
Since it is a household consumer product, a selective distribution strategy will be chosen. In
the case of VGreen, Dien May Xanh, Dien May Cho Lon, Dien May Nguyen Kim were
selected as distributors because of the size and reliability of customers for these distributors.
This also helps Manufacturers control marketing policies in distribution; avoid counterfeit
goods, imitation goods; building the image, reputation and popularity of the brand's products.

Điện máy xanh

Điện máy Chợ

VGreen Lớn
Customers

Điện máy
Nguyễn Kim

Promotion
Advertising through multi-platforms (TV, SOCIAL MEDIA , outdoor billboards, ...)
Emphasizing the product is the air conditioner with new and superior air filtration technology.
As a product of VN with Korean technology (Samsung), you can flexibly customize the
external interface according to your preferences.

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Advertising content/message: emphasizes the importance of clean air, evokes the desire to
protect the living environment of people (eg Nike, Ikea's garbage recycling campaign)
thereby highlighting the features, product optimization
collab with Samsung (to take advantage of the brand, the supply of raw materials in Vietnam
to accelerate brand recognition)
Campaigns to change living space for individuals, renovating houses, etc. to increase brand
recognition for new products.

Part F – Financial projections

TABLE

TABLE Milestones

Plan

Milestones Start Date End Date Budget Manager Department

Marketing 1/1/2022 2/1/2022 $0 Mr. B Marketing

plan
completion

Website 1/1/2022 30/3/2022 $4,500 outside firm Marketing

completion

Advertising 1/1/2022 24/11/2022 $7,500 Mr. B Marketing

campaign #1

Development 1/1/2022 25/12/2022 $10,000 Mr. K Marketing

of the retail
channel

Totals $22,000

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 TABLE Break - Even Analysis

Monthly Units Break-Even 45

Monthly Sales Break-Even $19,000

Assumptions

Average Per-Unit Revenue $550

Average Per-Unit Variable Cost $330

Estimated Monthly Fixed Cost $15,000

TABLE Marketing Expenses Budget

2022 2023 2024

Website $4,500 $6,000 $5,000

Advertisements $7,500 $10,000 $14,000

Total Sales and $12,000 $16,000 $19,000

Marketing Expenses

Part G – Implementation controls

Measurements of results to take corrective actions:

Entering an existing market is both an opportunity but also a great challenge. Therefore, the
possibility of a mishap is inevitable.
It should be clear that it takes a relatively long time to reach new customers.
It is necessary to determine the amount of input materials and goods produced to limit storage
costs. In case of necessity, product liquidation measures can be taken.
The registration of copyright and intellectual property rights is equally important and should
be done quickly, in compliance with the provisions of the Law.

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References:
[1]
https://www.buzzmetrics.com/insight/nganh-hang-may-lanh-mau-thuan-tam-li-thu-vi-
cua-nguoi-viet?fbclid=IwAR0HCNDYaePyU3wQHNbFl-
qoW3ZVNIiCiUEjU5458U0tiKRFjQDDpQnFbSc
[2]
https://www.vietdata.vn/vi/post/th%E1%BB%8B-tr%C6%B0%E1%BB%9Dng-
%C4%91i%E1%BB%87n-l%E1%BA%A1nh-vi%E1%BB%87t-nam-
th%C6%B0%C6%A1ng-hi%E1%BB%87u-nh%E1%BA%ADt-d%E1%BA%ABn-
%C4%91%E1%BA%A7u-cu%E1%BB%99c-
ch%C6%A1i?fbclid=IwAR0rz6loFE5zJEN5ZqyQ0qPZ0WTOR7ri1Yee5ciSv21RqkaAm
L3SrMxek1k
[3]
https://vietnam.mfa.gov.by/en/exportby/business/viobzec
[4]
https://dienmaycholon.vn/may-lanh/may-lanh-daikin-inverter-1-hp-
ftkb25wmvmvrkb25wmvmv
[5]
https://dienmaycholon.vn/may-lanh/may-lanh-daikin-inverter-15-hp-
ftkb35wmvmvrkb35wmvmv
[6]
https://dienmaycholon.vn/may-lanh/may-lanh-daikin-inverter-1-hp-atkc25uavmv
[7]
https://dienmaycholon.vn/may-lanh/may-lanh-daikin-inverter-15-hp-
atkc35uavmvarkc35uavmv
[8]
https://www.nguyenkim.com/may-lanh-reetech-inverter-1-hp-rtv9-tc-
bi.html#op=74461&var=96426
[9]
https://www.nguyenkim.com/may-lanh-reetech-inverter-1-5-hp-rtv12-tc-
bi.html#op=74461&var=96431

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