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MARKETING PLAN
CONTENT
I. EXECUTIVE SUMMARY II. CURRENT SITUATION AND TREND III. PERFORMANCE REVIEW IV. KEY ISSUES V. OBJECTIVE VI. MARKETING STRATEGY
I. EXECUTIVE SUMMARY
Vinacafe company background:
Vinacafe (or Vinacaf Bien Hoa JSC) is a Viet Nam based company involved in the production, processing and distribution of coffee and instant cereal mix. Main products : Robusta coffee beans and instant coffee. Vinacaf's "3-in-1" line of instant coffee, is a registered brand in 60 countries throughout the world.
Foreign
Golden brazil Bramazonia
Opportunities
SWOT
Threat
Weakness
V. Objective
Short term
Increase brand awareness in Taiwan market segment from 15 % to 30 % in next year Gain at least 10-15 new clients in Taiwan market segment per quarter Achieve a high level of customer satisfaction among 95 % of target customers Increase market share in Taipei and Kaohsiung market segment by 5 % next year
Long term
Continue keep holding the number one position coffee beans supplier in Taiwan in future Build strong awareness for Robusta coffee beans over next three years Acquire 20% of our competitors customers by year 4 Increase profit margin of product line Robusta by 30 % by year 3
Financial objective
Increase the profit margin by 5% every two quarters. Holding spending, as a percentage of sales, at a specific level. Decrease the overhead fixed costs as a percentage of sales