Project: International Marketing Plan For Hao Hao Instant Noodle of Acecook Vietnam Joint Stock Company in Thailand [PDF]

Zitiervorschau

MINITRY OF FINANCE UNIVERSITY OF FINANCE AND MARKETING

Project: INTERNATIONAL MARKETING PLAN FOR HAO HAO INSTANT NOODLE OF ACECOOK VIETNAM JOINT STOCK COMPANY IN THAILAND Major: Marketing Speacialization: International Marketing Name

Student’s Code

1.

Luu Phuong Ha

1921000737

2.

Nguyen Thanh Nhu Ngoc

1921005561

3.

Huynh Ho Bao Tran

1921000967

4.

Bui Ha Vy

1921003851

Ho Chi Minh City, 2021

TABLE OF CONTENTS I. EXCUTIVE SUMMARY ............................................................................................................... 1 II. SITUATION ANALYSIS ............................................................................................................. 2 1. Company Analysis ....................................................................................................................... 2 2. The Current Market Situation ...................................................................................................... 3 3. Market size................................................................................................................................... 3 III. ANALYSIS OF THE INTERNAL ENVIRONMENT ............................................................. 5 1. Analyze the factor of the internal environment of the company ................................................. 5 2. The Firm’s competitive advantage .............................................................................................. 6 2.1 Constructing a competitive advantage .................................................................................. 6 2.2 Constructing a strategy ......................................................................................................... 6 3. The Success of current marketing programs ............................................................................... 6 4. The market knowledge ................................................................................................................ 7 IV. ANALYSIS OF THE EXTERNAL ENVIRONMENT ............................................................ 7 1. Political: ....................................................................................................................................... 7 2. Economic: .................................................................................................................................... 8 3. Social ........................................................................................................................................... 8 4. Technology .................................................................................................................................. 9 5. Environment: ............................................................................................................................... 9 6. Culture ....................................................................................................................................... 10 7. Legal .......................................................................................................................................... 10 8. PORTER’S FIVE FORCES OF HAO HAO ............................................................................. 10 9. The direct, indirect, and tertiary competitor .............................................................................. 11 10. SWOT MODEL ....................................................................................................................... 13 V. TARGET MARKET DESCRIPTION ...................................................................................... 14 1. Segmentation ............................................................................................................................. 14 1.1 Geographics: ....................................................................................................................... 14 1.2 Demographíc: ...................................................................................................................... 14 1.3 Behavioral: .......................................................................................................................... 14 1.4 Psychographics: .................................................................................................................. 15 2. Targeting .................................................................................................................................... 15 3. Positioning ................................................................................................................................. 16 VI. INTERNATIONAL MARKETNG GOALS AND OBJECTIVES ....................................... 16

1. Brand Name: .............................................................................................................................. 16 2. Sales: .......................................................................................................................................... 17 3. Financial Objectives: ................................................................................................................. 17 4. Marketing Objectives: ............................................................................................................... 17 VII. MARKETING PROGRAM .................................................................................................... 18 1. Product Strategies ...................................................................................................................... 18 2. Pricing Strategies ....................................................................................................................... 20 3. Distribution Strategy.................................................................................................................. 21 4. Marketing Communication Strategy.......................................................................................... 22 5. Action plan................................................................................................................................. 24 VIII. EVALUATION, MEASUREMENT, AND CONTROL ..................................................... 25 1. Evaluation .................................................................................................................................. 25 2. Measuring Actual Performance ................................................................................................. 26 3. Control ....................................................................................................................................... 26 APPENDIX ......................................................................................................................................... A MEMBER’S GROUP WORK ASSESMENT.................................................................................... E REFERENCES..................................................................................................................................... F

I. EXCUTIVE SUMMARY The purpose of this report is to provide an international marketing plan for Acecook's Hao Hao noodles to the Thai market. Hao Hao noodles first appeared in 2000 by Acecook Vietnam. Nearly 20 years have passed, the sour and sour shrimp flavor of Hao Hao has become too familiar and still occupies a high position in the hearts of Vietnamese consumers. Acecook Vietnam has brought its products to many countries around the world from the US, France, Germany, the Netherlands,... even Asian countries such as South Korea, Hong Kong, Japan,... Up to now, Acecook Vietnam wants to turn to Southeast Asia and realizes that the Thai market is very potential and suitable for the company to promote its Hao Hao noodle products in the next 5 years. Firstly, according to data from the World Instant Noodle Association, Thailand is in the Top 10 countries that consume the largest packaged noodles. The amount of noodles consumed in this country has also skyrocketed in recent times due to the COVID-19 pandemic. Our company found that the rate of instant noodle use in Thailand is 93% of which 37% of Thais eat packaged noodles 23 times a week for convenience. Therefore, we believe that Hao Hao instant noodles will be easily accessible to easy-going consumers because this is a popular product. Secondly, SWOT analysis indicates that, although Hao Hao noodles have some barriers to entering the Thai market such as a lack of brand awareness, this will be an opportunity to join new close friends to neighboring international friends. An overview of Thailand's instant noodle industry trends and the growth of the mayor gives Hao Hao an opportunity to make a profit in the future. According to the assessment, the brand awareness level in Thailand will reach 20%, the profit margin of 20-30% even 40% if COVID-19 is still in the business and the market share of 5% - 10% will be achieved in the medium to long term respectively. Thirdly, the market penetration strategy and suggested pricing strategy of Hao Hao noodles in Thailand with a nationwide distribution network. The cost and risks of Hao Hao noodle products will comment on this strategy well and bring the potential to increase high export sales. Hao Hao must be committed to providing quality products and services to customers. This international marketing plan will provide an overview of the Thai instant noodle market and explain in detail why Acecook Vietnam's current strategy for market entry, pricing, and promotion is in line with Acecook Vietnam's current vision, expectations and overall business strategy.

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II. SITUATION ANALYSIS 1. Company Analysis

Picture 1: Acecook Logo Since its establishment on December 15th, 1993, and official inauguration in 1995, Acecook Vietnam Joint Stock Company has been constantly developing and becoming a leading manufacturer of foodstuffs in Vietnam. Acecook Vietnam has attained a strong position in the market while providing instant processed products with high quality and nutritional values. Hao Hao noodles first appeared and were first joined in 2000 by Acecook Vietnam. The product has quickly gained popularity among many consumers, becoming the most familiar dish to consumers in urban and rural areas. As a Japanese instant noodle manufacturer, Acecook has pioneered investments in the Vietnamese market. As a result of that investment process, acecook Vietnam was established on January 18, 2008. Mission and Vision: •

To become a leading manufacturer of foodstuffs in Vietnam whose management capacity is commensurate with globalization.

•

To bring new culinary consumption concepts to local and foreign consumers through manufacturing and supplying high-quality products. Through the production and sales of high-quality products and services to meet the modern demand and: Bring satisfaction to the consumers, Bring sustainable life and growth to employees, Attain a strong position and support all over the world.

After more than 20 years of establishment and development, Acecook Vietnam is now known as a leading brand in instant noodles accounting for more than 50% market share and nearly 100% coverage of the market with delicious products, especially Hao Hao noodles. Currently, Acecook Vietnam produces 2.8 billion packets of noodles per year, of which 8% of products are for export 2

markets. Acecook Vietnam products are exported to 47 countries and territories, from the Americas (USA, Canada) to Europe (UK, France, Germany, Netherlands) to Asia such as Korea, Taiwan, Malaysia. However, in these markets, Acecook's upcoming orientation is to expand the audience of local customers using Acecook products originating from Vietnam. 2. The Current Market Situation Over the past 3 years, Hao Hao noodle brand has been growing in the market. Especially in the context of the complex COVID-19 epidemic, Acecook's revenue is even more "terrible" with more than VND9,800 billion in 2019. Profits also increased at an average rate of about 20% per year to more than 1,300 billion in 2018. In 2018 alone, the revenue of Hao Hao noodles helped Acecook double Masan (VND 4,636 billion), 16 times more than Miliket (VND 608 billion). In particular, at the time of social distancing, Acecook has increased production with an increase of about 30% to meet the demand of the market. Every day, the company can produce 400,000-450,000 cartons of produce, equivalent to 12-13 million packets of noodles. In the market, there are many products corresponding to the same type, competing with Hao Hao. Direct competitors with Hao Hao are other popular packaged noodle brands such as 3 Regions, Kokomi, Miliket, Omachi ... Indirect competitors are noodles (rice noodles, sorghum, pasta,...), other instant foods (Korean rice cakes, rice balls, sausages). It can be seen that the trend of consumers using instant noodles has increased in recent years due to the impact of the COVID-19 pandemic. During the epidemic, limiting going out, packaged, frozen foods, typically instant noodles are the most chosen because they are easy to store, has a long shelf life. In particular, the rate of increase in instant noodle consumption in the current context is 67%. Other factors affecting the Hao Hao instant noodle consumption market such as gender, preferences, income, health, convenience needs, frequency of shopping, geography (rural, urban) 3. Market size The global demand of instant noodles assessment for 2017-2020 shows that Thailand is ranked no. 9. Consumer demand in the country increases year by year. In 2018, 3,460 packages were consumed, 3,570 packages in 2019 and 3,710 packages in 2020. The outbreak of covid-19 in recent years has made Thailand's Fast Moving Consumer market 25.24% higher than other Southeast Asian countries.

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Picture 2: Global Demand of Insstant Noodles in 2017-2020 (Source: World Instant Noodles Association (WINA)) Compared to the Thai market, there are not many special instant noodle products, the entry is a good opportunity to develop products as well as develop the country's culture. It can first be piloted in several small provinces so customers can identify the brand, then expand to Thailand's two largest cities. Udon Thani is the largest province of northeastern Thailand, the largest vietnamese-born province in Thailand, with about 15,000 people. This would be the ideal place to distribute the first product. This province has many Vietnamese people living to facilitate the development and identity of the brand. They will recommend Hao Hao instant noodles to friends and relatives. This makes it easy for Thai people to identify their brands. Tom yum, Thai suki, and mince pork flavors are popular in Thailand. Generally, spicy flavors with chili are preferred. A wide variety of products use rice vermicelli and pho. This will be a new product entering this market, so it takes at least 1-2 years for consumers to be aware of Hao Hao instant noodles. In Thailand, women are more likely to buy than men, they are also domestic householders, so the company needs to focus on female customers. Convenience stores are also the fastest growing sales channel in the country so Hao Hao noodles need to be displayed at many convenience stores at a suitable price. In addition, the taste of the product (accounting for 73%) is also the deciding factor in choosing the brand.

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III. ANALYSIS OF THE INTERNAL ENVIRONMENT 1. Analyze the factor of the internal environment of the company The company owns 10 manufacturing plants, 300 distribution agents in Vietnam and many overseas representative offices. Acecook invests in a modern high-capacity line, equipped with quality control systems such as weighing machines, Xray machines. In addition, the company also has a laboratory built and installed modern equipment to ensure the results of inspection of raw materials and finished products quickly, accurately, honestly and objectively. The company currently has nearly 6,000 employees (office and production teams). Acecook employees are always ready to coordinate to complete production processes that bring customers quality products. •

Ordinary workers are manufacturing workers at Acecook factories. They are highly trained, equipped with the necessary knowledge about the use of modern machinery and handling situations that arise during the working process.

•

Research group: has a master's degree, graduated from schools or majored in chemistry, microbiology and nutrition, has had previous research experience.

•

Technical team: is a team of IT professionals, engineers who are qualified in their field of work. They all have experience in installing, repairing, designing machinery for the factory as well as electronic applications for internal and marketing.

•

Business team: is a team that is invested in both expertise, capacity, and enthusiastic working spirit, ready to conquer all difficulties, bringing the company's products further.

•

Corporate governance group: 100% graduated in the right majors with employment positions from leading universities in Vietnam and internationally. This group of human resources has very good expertise in business administration in general from the application process until the official staff.

Acecook Vietnam's core capacity is strong financial resources, well-known and long-standing brands that are well known to many people. There is modern equipment technology, manufactured according to Japanese technology, products of international standards. The company's products are diverse in types, flavors, and affordable prices. These points give a competitive advantage in the market.

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2. The Firm’s competitive advantage 2.1 Constructing a competitive advantage Benefit: The company's products are always evaluated for quality, manufactured in a closed process, using the most modern technology in Southeast Asia: ISO 9001:2008, ISO 14001:2004, HACCP. Acecook Vietnam is the first Southeast Asian company to meet international food standards (IFS, BRC). Having a development strategy, a wide distribution network in foreign markets, affirming the Vietnamese noodle brand in the international market. The enterprise has 100% foreign investment capital, strong financial potential, if spending advertising money continuously will help the company easily increase its market share. 2.2 Constructing a strategy Cost: about $50 million per plant. By perfecting the production process and automation, Acecook can save costs, making it possible for consumers to enjoy high-quality instant noodles at reasonable prices. Difference: Delicious taste, variety, ensuring nutrition are the available characteristics of the product has created a distinct impression that attracts consumers from easy to difficult, from domestic to international market. In addition, as competitors entering the noodle market are increasingly crowded and become fierce, Acecook Vietnam has turned up along with the advantage of the increasingly advanced noodle production process, higher technology with the leading criteria – ensuring consumers' health and safety. The biggest difference of the company is that it relies on experience, know-how and technological superiority to continuously improve the quality, improve the taste of noodles, and create many new tastes. 3. The Success of current marketing programs Current marketing programs: In the sensitive time of the COVID-19 pandemic, most brands minimize their advertising budgets, very few brands dare to launch "massive" advertising campaigns because of financial difficulties and customer reception attitudes. But Acecook dared to do it, the company succeeded when 90% of customers felt completely satisfied. With no massive advertising, no monumental TVC, Acecook simply announced the product launch to its distribution system. With just one news item on its Facebook page, Acecook has made customers eagerly await the launch of the product. The marketing team has been very successful in applying Word of Mouth tactics in advertising campaigns. In the time of "No money for advertising", advertisers prioritize the choice of

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word-of-mouth advertising. In addition, the company funds charitable programs to promote the brand identity process. Marketing channels: PR, Social Media ( TV, Youtube, Facebook, Instagram,… ), Ads, Banners in supermarkets, grocery. 4. The market knowledge Acecook can increase production by 30% to meet the growth rate of the Thai market. Acecook actively joint ventures, linking with other enterprises, foreign enterprises to have strong capital sources, creating conditions for the company to develop to easily increase the market size Acecook constantly examines the business strategies and marketing strategies of direct and indirect competitors in the Thai market. From there, the company offers other, bolder strategies that demonstrate the superiority of the company's Hao Hao products. Strengthen marketing strategies, promotions to boost market purchasing power The Thai instant noodle market is a volatile market, Acecook company always has to regularly survey the market to capture the tastes of consumers, serving a variety of audiences. The company offers surveys, observation methods, testing methods to be able to respond promptly to market changes.

IV. ANALYSIS OF THE EXTERNAL ENVIRONMENT 1. Political: CPTPP is a new generation free trade agreement (FTA) with 11 member countries: Australia, Brunei, Canada, Chile, Japan, Malaysia, Mexico, New Zealand, Peru, Singapore and Vietnam. The CPTPP Agreement was launched in 2019 to remove trade barriers between 11 member countries; The consumer population of the group of countries participating in the CPTPP Agreement reached 500 million people. In April 2020, the Thai cabinet temporarily considered the decision to join the CPTPP due to decisions from politicians, social groups and experts for reasons that would affect the economy, specifically the economic sector. agriculture and health. In May 2020, the Thai cabinet decided to set up a study committee to join the CPTPP. Agreement between the Government of the Socialist Republic of Vietnam and the Government of the Kingdom of Thailand on the avoidance of double taxation and the prevention of tax evasion with respect to taxes on income. This Agreement also creates a legal framework for cooperation and

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mutual support between the Vietnamese tax authorities and the Thai tax authorities in international tax administration in order to prevent tax evasion with respect to taxes. on income and on assets. In general, the above agreements bring many advantages in terms of trade as well as help Hao Hao reach consumers more easily. creating favorable conditions in terms of tax administration as well as the transportation of goods becomes more convenient 2. Economic: Thailand, the second-largest economy in ASEAN after Indonesia, is an upper-middle-income country with an open economy, a gross domestic product (GDP) of $503.5 billion and a negative 6.1 percent annual growth in 2020. According to Thailand's National Economic and Social Development Council (NESDC), the Thai economy declined by 6.1 percent in 2020, compared with a growth of two percent in 2019. Exports of goods, private consumption expenditures, and total investments by seven percent, one percent, and five percent, respectively. The headline inflation was at negative one percent and the current account registered a surplus of three percent of GDP. The capital Bangkok has become the active economic hub and the most prosperous part of the country, accounting for about 60% of the national GDP. The relationship between Vietnam and Thailand is constantly developing sustainably and well in all fields, especially in the fields of economy and trade. Vietnam Thailand is a member of many regional and international forums such as: ASEAN, ASEAN Economic Community (AEC), Asia Pacific Economic Cooperation (APEC). The Thai economy is projected to grow by one to two percent in 2021 as the negative impact of a surge of COVID-19 in Thailand offsets the positive effects of the recovery of the world economy and global trade volumes, and government stimulus measures. With the rapid economic development, Thailand is a place with many opportunities to expand the market as well as bring Hao Hao instant noodles products to become more popular in Thailand. 3. Social The total population of Thailand, as of December 2021, is approximately 69.96 million. In 2020, the natural population growth rate is positive because the number of births exceeds the number of deaths by 153,206 people. The sex ratio in the total population of 0.948 (948 males per 1,000 females) is lower than the global sex ratio. The global sex ratio in the world in 2020 is about 1,017 males per 1,000 females

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Many Thai women are very educated and tech-savvy; therefore well paid. Thai consumers are very brand conscious and don't mind paying extra for their favorite brands. Demand for luxury products such as smartphones, jewelry, watches and designer sunglasses, and luxury cars is on the rise. However, Thai society faces some major social challenges. For example, teenage pregnancy, population aging, human trafficking, and corruption, except for a few in this area. 4. Technology Thailand is gradually becoming a country with advanced technology. The government provides various incentives for the growth and development of the latest technology. The investment of Thai companies in innovation and corporate infrastructure is also worthy of attention. As a result, the country is expected to see an increase in e-commerce and similar technology activities in the coming years. Thai companies now provide technology products and services abroad. For example, CCS Advance Tech (a Thai company) manufactures and supplies aerospace and aerospace components for global companies including Boeing and Airbus (Lowe, 2019). Thailand is also a Southeast Asian country leading in the use of social networks. Facebook, YouTube, Line (a Japanese company), Instagram and Twitter are the most used social media in the country. However, reliable operations are mainly focused on Bangkok. As a country with an advanced technology industry and widely used social media, Thailand will be very convenient for promoting the AceCook brand as well as bringing Hao Hao closer to everyone. people across all means of technology. 5. Environment: Thailand is a country rich in natural resources, which has played an important role in supporting local livelihoods and promoting economic growth. The management of natural resources and the environment is not effective, revealing the contradiction between environmental conservation and economic development. Natural disasters tend to occur frequently, threatening agricultural production, food and energy security, health and quality of life. Rapid economic development has affected natural resources. Biodiversity loss, air and water pollution, deforestation, water scarcity and desertification are some of the major environmental challenges facing Thailand today and environmental protection has become one of the most important. the country's top priority. Because Thailand is facing many environmental problems, environmental protection is indispensable for the company to make the decision to use paper packaging that can be recycled after

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use as well as easy to decompose. more in the environment. This is also a bright side for Hao Hao to make a good impression on international markets like Thailand. 6. Culture Language: The primary language spoken in Thailand is simply known as Thai, although it may also be referred to as Siamese or Central Thai. Thai is the official language of the country and is widely used in government and education. Thai is part of the TaiKadai family, and is closely related to Lao, the main language spoken in Laos, so the two can understand each other for the most part. Religion: Religion is a core feature of Thai life. While Buddhism is considered the state religion, practiced by more than 90% of the population, Islam, Christianity, Hinduism and other faiths are also represented. Thailand is nearly 94.6% Buddhist, 4.3% Muslim and 1% Christian, mainly belonging to the Theravada school (which includes the Traditional Thai Forest and the Dhammayuttika Nikaya and Santi Asoke sects). In addition, in Thailand, there are ethnic minorities who follow Islam (56%), Christians (1%) and other religions. 7. Legal Consumer Protection Act (1979) Right to Notice Goods, domestic and imported goods, must bear the appropriate description, name or trademark of the manufacturer, the location of the manufacturer, information of goods and marks indicating the country of origin (importing) Labels must be accurate and not misleading. Advertisements must be honest, truthful, and decent. The Unfair Contract Periods Act (1997) Protects consumers with little bargaining power or bargaining power. Commercial Competition Law (1999) Maintain free and fair competition of the market and discourage business operators from engaging in anti-competitive activities. The above Acts generally bring more prestige and credibility when Hao Hao noodle products are distributed throughout the provinces in Thailand. It helps to ensure Hao Hao is a reliable product and has a specific source of raw materials, clear origin, tested and passed the Laws before being able to reach consumers 8. PORTER’S FIVE FORCES OF HAO HAO The threat of New Entrants: New entrants result in higher competition for existing manufacturers. The competency of new entries depends on the level of the existing manufacturers’ difficulties. Today, Hao Hao has 3 leading brands that are direct competitors to the Hao Hao noodle

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brand in the market, namely Mama, Wai Wai, and Yum Yum, and other large and small brands. This leads to a drop in the profitability of the existing companies. The threat of Substitutes: There is a high threat of substitutes for the Nepalese noodles industry as there are many noodle companies in the market. There is not only the threat of substitutes from other noodle companies but also there are substitutes like biscuits, chips, etc easily available in the market. Due to this the price of the noodles are always in check. Hao Hao faces the threat of substitutes in the international market too. Bargaining Power of Suppliers: The suppliers in the noodles industry are the firms providing the raw materials like eggs, flour, spices, etc to the noodles industry for the production of noodles. There is a limited number of suppliers in the Thailand market, but the number of noodle companies is much more. So, the suppliers are strong in the Thailand market. Bargaining power of the buyers: refers to the strength of the buyers’ position. There are a lot of noodle companies in the Thailand market and the buyers have a lot of alternatives that can be accessed easily. This makes the buyers strong and they have a significant influence over the product and the price. The same goes for the market in the international market as noodles from different countries are available in the international market. So, the bargaining power of the buyers is very high in the noodles industry. Rivalry among the Existing Competitors: If the rivalry among the existing players in an industry is intense then it will drive down prices and decrease the overall profitability of the industry. Hao Hao operates in a very competitive FMCG industry. This competition does take a toll on the overall longterm profitability of the organization. The level of rivalry in the Thailand noodles market is very high. There are a number of firms fighting for their position in the market. There are not many imported noodles available in the market but the number of domestic firms makes the rivalry fierce. 9. The direct, indirect, and tertiary competitor There are 3 leading brands that are direct competitors with Hao Hao noodle brands in the market: Mama, Wai Wai and Yum Yum. In addition, other international noodle brands available in the Thai market are also direct competitors. Indirect competitors are noodles (rice noodles, sorghum, pasta,...), fast food (Korean rice cakes, rice balls, sausages,...) The following is an analysis of the sales, prices and hiring of 3 direct competitors:

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Mama

Sales

Wai Wai

Yum Yum

That's up 5.8 percent to 14

Up 5% in 2020, revenue

Up 4.4% in 2020,

billion baht by 2020. Of

reaches 8.54 billion baht

revenue reaches 7

which 4.8 billion baht from

billion baht

noodles and 9.2 billion baht from packaged noodles.

Price

Ranges from 6-7 baht.

Ranges from 5-6 baht.

Ranges from 5-6 baht.

Depending on where it is sold Depending on where it is

Depending on where it

on the market.

sold on the market.

is sold on the market.

Wai Wai exports to more

Yum Yum exports to

production in Myanmar,

than 20 countries

China and Europe,

Cambodia, Hungary and

including the United

especially Germany.

products have been sold in

States and parts of

Export of instant

many European countries

Europe. Instant noodle

noodles accounts for

with annual sales growth of

exports now account for

20% of total revenue

10-20%

10% of total sales

Distribution MAMA has expanded

Currently in the Thai market there are many different types of instant noodles, which will be a competitor to Hao Hao noodles such as MAMA noodles, Wai Wai noodles, Yum Yum noodles,... Thailand's noodle market has grown slightly by 1-3% in the past three years due to the country's economic downturn, but people are still actively buying instant noodles because of the Covid-19 pandemic. Mama led the way with 29% market share in Thailand's FMCG (Fast Moving Consumer Goods), followed by Wai Wai with a market share of 23-24%, Yum Yum brand with 20-21% market 12

share and other brands accounting for the rest. If entering the Thai market in the first 5 years, Acecook Vietnam's Hao Hao noodles can grow year by year accounting for 5-10%, as this is a well-known brand and has a high market share of 50% in the Vietnamese instant noodle market. 10. SWOT MODEL STRENGTHS -

Prestigious and long-standing company

WEAKNESS -

difference from the market as a whole.

with more than 20 years of experience,

-

-

The product doesn't make much

strong financial resources

-

Nutritional value is not high.

Market share increases every year.

-

Lack of experience in new markets,

Accounting for more than 50% of the

-

especially international (Thailand)

market share of instant noodles.

-

markets

-

Media advertising strategies have not

Convenient products, diverse flavors,

made an impression on consumers

reasonable prices, meeting the spending of all customers -

International technology, credited for many years

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Acecook Vietnam's strong distribution network to many major international markets

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Have a good relationship with the media, the community. OPPORTUNITIES

-

Thailand's instant noodle market is

THREATS -

competitors enter the market.

growing so the Hao Hao brand is expected to grow rapidly with the

-

-

Competition is increasing. Many strong

-

Compete directly with Thailand's

market size doubling in 5 years.

leading noodle brands such as Wai Wai,

Covid-19 pandemic, which increases

Mama, Yum Yum. These are strong

consumer potential, increases

competitors that threaten international

consumption

noodle brands that want to join.

Vietnam joins WTO, this is a development opportunity to help Hao

-

Highly knowledgeable consumers find it more difficult to choose products.

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Hao to other countries in the world

They tend to care more about their

more favorably than before

health.

V. TARGET MARKET DESCRIPTION 1. Segmentation 1.1 Geographics: Hao Hao noodles are distributed throughout Thailand. However, the main market that Hao Hao noodles is targeting are big cities and towns because this is an attractive environment, high-class population, and high average income. In addition, in big cities, the demand for fast food is becoming more and more popular ⇒ High profit function. 1.2 Demographíc: -

Population size: 69.96 million (2021)

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Distribution density: Concentrated mainly in big cities such as Bangkok, Pattaya, Phuket, Chiang Mai, Nonthaburi, Hat Yai and Khon Kaen.

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Gender: 13,571,235 adolescents under 15 years old (6,945,569 men / 6,624,983 girls) 48,482,953 people aged 15 to 64 years (23,983,777 men / 24,499,175 women) 6,300,979 people over 64 age (2,846,309 men / 3,454,670 women)

-

Population growth rate: 0.3% annual change ( 2019 )

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GDP per capita: 7,189 USD/person (2020)

1.3 Behavioral: Reasons to buy the product: • Product elements: Cheap price, eye-catching packaging, present in most of the wholesale and retail stores, large supermarkets, many advertisements on TV, ... • Psychological factors of buyers: Instincts such as hunger and thirst, craving for salty food, craving for hot food, ... • Cultural factors: Thai culture is associated with noodle dishes such as noodles, vermicelli, vermicelli... • Economic situation: People's incomes are not equal and there are people who are very poor, so they need cheap food to live and work. 14

• Occupation : There are occupations that require intense work and no longer have time to eat out or cook at home, so they need a simple product that can be eaten after a few minutes of preparation. Benefits customers gain when buying products: Quality of the product, low cost, long shelf life, save cooking time, satisfy your own needs when you're hungry, when you can't eat other foods. How to buy: Buy from convenience stores, supermarkets, buy online, usually for customers who want to buy products directly from Vietnam. 1.4 Psychographics: Tastes, trends: Thailand is a newly industrialized country, so the essential consumption needs for life still account for a very high proportion of the consumption structure, about 50% and will still account for a high proportion. for many more years as people's lives improve. Thailand currently consumes a large volume of fast food products. The amount of instant noodles consumed per capita in Vietnam is about 42 packs per year and accounts for 25.24% of the demand for instant noodles. Lifestyle: fast pace of life, modern lifestyle, ... so consumers prefer to consume products that are fast and convenient to use. 2. Targeting According to analysis from our current business strategy, in the future, we focus on 15- to 45year-olds, male and female because they have high consumer demand, fast and convenient Students are the biggest target customers of ACECOOK instant noodles.There are also children, housewives and office workers who are also customers of ACECOOK instant noodles.. Bring a cheap product so Hao Hao is suitable for all income. We will focus on mass distribution strategies in all markets and supermarkets, especially in densely populated areas. In terms of differentiation, we will launch products with all kinds of new and outstanding packaging flavors that appeal to consumers. Moreover, customer service remains the main focus to differentiate between competitors and improve its position in the instant noodle market in Thailand.Acecook has a wide range of products to serve and position its brand not only for target customers but also for potential customers. They target all market segments, diverse models for many different types of product •

Spicy and sour noodles: for customers who like spicy and sour taste, with all flavors of shrimp, chicken, beef.

•

Dry fried noodles satisfy those who like fried noodles.

•

Mushroom flavored noodles provide extra minerals and protein as well for vegetarians. 15

•

Green bean noodles: nutritional supplement, not afraid of heat.

3. Positioning This positioning strategy is very successful because when people think of Hao Hao, people immediately think of its convenience: "delicious, fast, cheap", “easy to cook”, “2 minutes noodle”. To do this, the company has launched a lot of strategies such as: charity programs, promotions, ... The most characteristic is interviewing consumers about their experiences when using Hao Hao. It was a "torture" for the consumer in the long run but very effective. As a result, everyone knows Hao Hao noodles with its handy feature: "serving over 2 billion delicious meals a year." When it comes to Hao Hao products, consumers immediately think of fast meals, and the appearance of Hao Hao is more than other competitors in the Thai market such as: MaMa, Wai Wai, Yum Yum, ... Wherever you go, it's easy to see Hao Hao's image. This makes Hao Hao a familiar and popular brand with consumers.

Picture 3: Position map of Hao Hao in Thailand

VI. INTERNATIONAL MARKETNG GOALS AND OBJECTIVES 1. Brand Name: Through the identification image with the logo and the slogan of Hao Hao noodles as "Cook happiness", Acecook brand wishes to bring customers more value of products not only quality but also feel the surprise, delicious mouth, peace of mind and a feeling of happiness through the

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development orientation of constantly creating and promoting product uniqueness. Thereby creating the recognizable Hao Hao instant noodle brand in Thailand. 2. Sales: The first is to focus on important markets such as Udon Thani (the province with the largest number of Vietnamese people in Thailand) to facilitate the development and brand recognition, thereby spreading to major provinces in Thailand to increase market share for the next few years. 3. Financial Objectives: -

Objective 1 - Increase access for Acecook official website in Thailand: average access 50.00 people/month.

-

Objective 2 - Increase production: total order volume.

-

Objective 3 - Improve target: 5-10% market share of instant noodles in Thailand will belong to Acecook.

-

Objective 4 - Branding objective: 65% of consumers in big cities know about Acecook's Hao Hao instant noodle product.

4. Marketing Objectives: -

Maintain market leadership position in the instant noodle industry market.

-

Becoming a favorite instant noodle brand for both young and old market segments.

-

Increase brand profitability by enhancing competitive advantage in the instant noodle segment.

-

Consumer Awareness: Raise awareness of 65% of the population in major cities in Thailand that the product is Hao Hao instant noodles - a safe product that protects and improves human health. By bringing to consumers the outstanding features of the product and influencing consumers' consciousness when they use Hao Hao instant noodle products as the meaning of the brand sentence "Cook happiness".

-

Consumer Behavior: Consumers trust the quality of Hao Hao instant noodles products that are safe for human health. Increase the percentage of consumers who love the product up to 20%

-

Differentiation: Hao Hao instant noodles compete in the Thai market on the basis of difference, when competitors in the noodle market become more and more crowded and fierce, Acecook pops up again with the advantage of the noodle production process. 17

increasingly advanced, higher technology with the top criterion - ensuring consumer health and safety.

VII. MARKETING PROGRAM 1. Product Strategies Types of products: Nondurable goods Classifications of products: Convenience products Product mix: Acecook will export 7 types of Hao Hao's noodles in the Thai market. However, the first product launched and with many marketing strategies is Hao Hao Sour and Spicy Shrimp Flavored Noodle,because according to market research this is a product with a characteristic sour taste that suits thai tastes. •

Hao Hao Sour and Spicy Shrimp Flavored Noodle

•

Hao Hao Satay and Shallot Flavored Noodle

•

Hao Hao Pork Rib and Fried Garlic Flavored Noodle

•

Hao Hao Stir-fried instant noodles with Green Onion and Shrimp Flavor

•

Hao Hao Noodle with Sweet and Sour Stir-fried Shrimp Flavor

•

Hao Hao Vegetable and Mushroom Flavored Vegan Noodle

•

Hao Hao Golden Chicken Flavored Noodle Product Quality: Main ingredients: A complete instant noodle product usually includes 2 main components:

squeezed noodle and accompanying seasoning packages. Depending on the type of product, the flavor pack may include one or several spice packages: soup, vegetable oil, vegetable packages Some high-end product lines often have bundled casserole packages or drying ingredients such as shrimp, eggs, chicken, pork… Unique and unique formula. Hao Hao instant noodles (75g) provide a full range of necessary nutrients and energy (carbohydrates, protein, fat, and energy 300-350 kcal per day). The closed process meets the management standards of ISO 9001: 2008, ISO 14001: 2004, HACCP. The production of high-quality Hao Hao instant noodles consists of 12 main stages (raw materials, dough mixing, sheet rolling, cutting and forming, steaming, cutting and de-molding, drying, cooling, and packing. seasoning, packaging, product quality control, cartooning) to get a complete package of instant noodles from raw materials to finished products. 18

Packaging: A recent study of Thai consumers indiated that packaging technology, such as the convenience of the packaga, was the most important determinant affecting the intention to buy a product. Acecook will retain the original design of the product and translate all information into Thai language except the brand name "Hao Hao". •

Visual elements: According to the study, Thai people like designs with many eyecatching colors, it can be seen that Hao Hao's designs have met this..The packaging design with the image of the chef's logo (Tastykid) winking and the index finger 1 right next to the ellipse shows the closeness, friendliness, and prestige of a leading brand in instant food. Combined with the slogan "Cook Happiness" thereby showing that the company's products want to create products that bring joy, surprise, and a feeling of peace of mind and happiness to consumers. Illustrated packaging image brings an imaginary taste with a delicious bowl of noodles combined with additional dishes such as shrimp, lemon, vegetables, ... the right taste of Hao Hao noodles to stimulate the taste of Thai consumers.

•

Information Elements: Important information about ingredients, manuals, shelf life, manufacturers... All are written and translated into Thai on the packaging. The complete information on the packaging makes the product more reliable.

•

Protective Elements: Protection factors such as the use of plastic in a country experiencing environmental problems such as Thailand are extremely important. Acecook marketers are considering replacing plastic packaging to paper to protect the environment, but with product-printed paper packaging, the brand won't be pretty and eye-catching. Preservation factors are also affected, so we need time to do more research on the market.

Cartoon Box: Length: 38cm, Width: 38cm, Height: 12cm

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Picture 4: Hao Hao’s Packaging Labeling: Because the current labelling of products illustrating information in Vietnamese and all information have meet the product standard of The Department of Trade and Industry, then we will use the Standardization strategy and not change the label Products support service: Implement many forms of promotion such as product discount, buy 1 gets 1, vouchers, Try products at supermarkets, food fairs. In addition, we will establish customer service through the phone number and email provided on Hao Hao Thailand's official website. 2. Pricing Strategies The detailed pricing strategy will be explained below: Price objective

Penetrating the market It's right for everyone to pay even the lowest income. Compete with competitors in Thailand

Determine demand

Demand is high for all ages, genders, incomes. Especially in the context of COVID-19 pandemic

Cost estimation

Low supply chain cost, low labol cost, high rental cost (fixed cost)

Pricing Method

Cost-plus pricing 20

Hao Hao Noodles applies a package and multi-channel pricing strategy to all franchisees in the Thai region, parity with the competition Price: 6 baht/pack and 175 baht/ box (30 pack) The price is stable compared to the products of competitors in the same category such as MaMa, Wai Wai, Yum Yum. Through social networking services such as the Internet, businesses can determine the cost of products automatically and quickly. Applying flexible pricing policy to customers on special occasions. In addition, we will do some pricing discounts such as: Products purchased for the first time with a quantity of more than 50 boxes: 10% off. After 4 months of returning orders from the first time: 5% off for the entire order. Online customers buying in bulk get a 10-20% discount and prices often drop during sales and special occasions in Thailand. 3. Distribution Strategy

Picture 5: Distribution Channel of Hao Hao in Thailand Acecook's Hao Hao instant noodles are distributed directly to supermarkets, convenience stores, small stores, restaurants, schools, petrol stations, etc. at locations in Thailand to consumers. Using Acecook's existing distribution channels system in Thailand. 21

Connecting members in the distribution system and establishing online distribution channels a flexible system suitable for each region to promote online customer creation as well as increase the number of traditional consumers. Directly distributed through Acecook's official website for Hao Hao instant noodles. Distributed through famous Thai websites such as thumpsub.in.th, prachatai.com, etc. 4. Marketing Communication Strategy •

Advertising:

Bus advertising will be more recognizable when Thais take public transport to work or school. Thereby, ads for Hao Hao instant noodles will be printed on both sides of the vehicle to be displayed outside the bus routes to quickly convey the core message and attract the attention of passersby. In this way, people can catch a glimpse of theadvertisement within 2 to 3 seconds and understand the advertisement without difficulty. Television is Thailand's dominant medium because it relies on sound effects and graphics to appeal to a mass audience. According to the National StatisticalOffice, 94.6% of Thais watch TV regularly, with an average viewership of 22.4 hours perweek. Furthermore, Thailand is ranked No. 7 in the Top 10 countries addicted to TelevisionTherefore, Hao Hao noodles choose to broadcast TV ads to reach a wider range of customers in the prime time frame from 7 pm to 11 pm because this is the time when the TV audience is most interactive. Promote placement of promotional messages on prominent Thai news websites for different age groups (Khaosod.co.th, Thairath.co.th, Bangkokpost.com, facebook.com…) or provide information on products, advertising messages, banners, .. to organize Acecook's food safety and health protection campaigns through reputable sales sites present in Thailand. (zalora.co.th, shophizo.com, wearyouwant.com,...). Flyers can be linked with traditional forms of marketing through the product's official website and electronic catalog, email address to send advertising, and communication messages to effectively market and reach Thai consumers' customers. Increasingly, consumers gather information of products and services online as the Internet isa convenient and quick platform that provides specific information that they want. Hence, Hao Hao shall make use of the Internet as a marketing tool to efficiently and effectively reach outto its consumers. An official website establishes an Internet presence and allows Hao Hao to introduce, inform, and persuade consumers on the company’s products and services. Both English and Thailand languages are used for easy communication

22

•

Sale Promotion:

A set of coupons will be launched for the first time when opening Hao Hao noodles at markets, shops, and supermarkets in Thailand to entice consumers. These coupons will be printed and distributed at different high-traffic locations and only available for a few weeks at the opening to stimulate consumer interest to buy the product. In the beginning, we will give away masks to the first 1000 customers. In addition, when buying products, customers will have the opportunity to scan QR codes to win prizes with convenient household gifts. Participating in Thai food fairs such as Bangkok International Food Fair, Chiang Mai International Food Festival, THAIFEX is a good opportunity for Hao Hao noodles to exploit the quantity. A large number of consumers enjoy the food through the free and reduced-price Hao Hao noodles offered in food fairs. Food fairs is a one-stop destination where people get to indulge in a vast selection ofinternational delicacies and on average, Thailand food fairs can attract over 15,000 people to patronize. This indicated that food fairs are a good opportunity for Hao Hao to tap on the large human traffic and increase the awareness of Hao Hao’s signature toasts in Thailand. With free food samples and discounts given in food fairs, it can further aid to attract more customers totheir stall and increase market share.

Picture 6: THAIFEX – Food Fair in Thailand •

Public Relation:

Participate in charity programs: donate masks to families in need, build a public health fund Donating instant noodles to areas heavily affected by the COVID-19 epidemic Funding programs to help poor children encourage learning 23

5. Action plan Jan

Ap

to

r

May Jun

Jul

Au

Se

g

p

Oct

Nov

Dec

Jan

Feb

Mar

Mar Brainstorming of IMC campaign Approval process of Top managerment Allocation of Budget Designing and development of Hao Hao Thailand Official Website and Fanpage Sourcing for available Food Fair locations (THAIFEX Anuga Asia)

Development of TVC Ads and Print Ads

24

Designing and printing of 1st series promo coupons Participation in Food Fair Rolling-out the Coupons into the market Launch of Print Ads and TV Ads into the Market Sponsorship Influencer marketing on social media

VIII. EVALUATION, MEASUREMENT, AND CONTROL 1. Evaluation It is vital to evaluate the effectiveness of the various promotional campaigns using several assessment metrics to determine the success of the activities. This is to ensure that money and resources are not misused on ineffective advertising campaigns. Continuous evaluation can also ensure that the message consumers received are aligned with the intended meaning to prevent any misinterpretations. Firstly, Hao Hao could compare the profit margin and sales volume before and after implementing the marketing campaigns at various distribution channels. This is to determine if there was any positive impact on the sales revenues resulting from the campaign. However, Hao Hao has to keep in mind that campaign-driven sales may not materialise immediately. 25

Moreover, Hao Hao can monitor the traffic at their various distribution channels before and after the campaigns. For instance, it can access the number of visits to their websites and calculate the number of people who used coupons to purchase their products. If there is an increase in human traffic after the inauguration of the programs, it shows that the objective of raising public awareness has been met. Additionally, Hao Hao can conduct pre and post campaign surveys to gauge the effectiveness of the advertising campaigns. For instance, one can ask if the product meets the needs and expectations of the customers and find out how they got to know of Hao Hao’s products. In this way, it can obtain feedback from their customers and create new flavours to cater to the Thai’s tastes and preference as well as refine their competitive position. 2. Measuring Actual Performance To analyze the effectiveness of Hao Hao’s marketing strategy, it is necessary to compare its actual performance with plan objectives. To facilitate this analysis, monitoring procedures should be developed for the various activities required to bring the marketing strategy to frui- tion. These procedures include, but are not limited to, the following: -

A project management concept will be used to evaluate the implementation of the market- ing strategy by establishing time requirements, human resource needs, and financial or budgetary expenditures.

-

A perpetual comparison of actual and planned activities will be conducted on a monthly basis for the first year and on a quarterly basis after the initial implementation phase. The business analysis team, including the marketing director, will report its comparison of actual and planned outcomes directly to the company president.

-

Each project team is responsible for determining what changes must be made in procedures, product focus, or operations as a result of the studies conducted in its area.

3. Control The goal of creating a marketing budget for Hao Hao is to allow them to control their spending and project revenue. In addition, marketing activities will be coordinated. Therefore, creating an actual budget allows Hao Hao to track his goals and determine the need to modify their marketing plan if something goes wrong. Conversion Rate: 687,60 VND = 1 Thai Baht (THB) (as of 14/08/2021)

26

Marketing Modes

Expenses

Website Page - Social Networking In-house Designers

100,000

In-house Maintenance

200,000

Food Fairs (in 2021 – THAIFEX) Free food sample

30,000

Advertising (Print)

540,000

Registration of Booth

500

Equipment

25,000

Sponsorship (Thai Tourist Board)

76,000

Promotional Coupons

6.000.000

Printing

500,000

Publicity/Public Relations

970,000

Print Ads Printing

1,000,000

Advertising Space

780,000

Bus-stops (35 locations total) TV Commercial All main Channels (Primetime slot)

970,000

Commercial Duration

6000 (per slot)

Telecast Frequency (days x per TV ad)

1,500,000

27

Thailand Floating Market Boats

300

Staff Headcount

60,000

Brand ambassador

2.000.000

KOLs: 3 Mega-influencers

44.000 x 3 (cost for 1 post in social mdia)

KOLs: 2 Marco – influencers

30.000 x 2 (cost for 1 post in social media)

Magazine and digital news

1.500.000

Others

1.000.000

TOTAL

17.449.800 baht (11.907.844.580 VND)

•

Rick prediction Risk Description

Triggers

Solution & Coutingency Plan

The taste and smell of the product

Products sold low,

We need to research the market,

are not suitable for consumers.

sales decreased,

about the ingredients in the

profit was low

product. Change the taste to suit the needs and tastes of Thailand

Exchange rate: the fluctuation of

It affects costs and

Flexibility with exchange rate

exchange rate in the place of

revenues.

policy to balance the devaluation

production (Vietnam) against the

of both domestic and foreign

place of consumption (Thailand)

currencies.

causes damage to the enterprise. Marketing activities not working

Low awareness,

Revise current marketing

in favor of us.

trust, brand equity

strategies and change where

and revenue

needed, new channel, partner and offers 28

Compete with major competitors

Decline in revenue

Promote promotions to increase

in the industry, large-scale

and profitiability

brand recognition. Continue

competitors, occupying high

advertising activities to stimulate

market share

purchases Start exporting to nearby market and reach economies of scale to maintain profit

Changes in legal issue regarding

Higher expenses

Revise financial expenses,

the business policies

and lower profit.

business process and sales to

Change in business

match new policies

processes Thailand's internal turmoil

Products sold low,

Calculate solutions to relieve

(epidemics, protests, ...) led to

sales decreased,

customers in time when goods

slowdowns in operations, loss of

profit was low

are late. Establish a good

important assets, disturbance in

support system when there are

the distribution system

complicated developments that

(difficulties in importing goods on

adversely affect the brand's

stock).

reputation.

29

APPENDIX Break-Even Analysis BREAK-EVEN ANALYSIS Price

175

Baht/box

Average Cost Of Producing 1 60

Baht/box

Product Asset Depreciation Expense 200.000

Baht/year

(5 Year) Advertising Costs

17.449.800

Baht/year (in the first year)

Break-Even Point

153.476,52

Box/year

Note: Asset Depreciation: 200.000 Baht/year Fixed Cost: 17.649.800 Baht/year Sales Forecast

SALES FORECAST Sell

2022

2023

2024

2025

2026

283,499,668

340,199,601

408,239,521

489,887,426

587,864,911

2022

2023

2024

2025

2026

117.765.683

137.788.859

161.816.671

190.650.045

225.250.094

Total

Selling Expenses Total

A

Profit Before

165.733.985

202.410.742

246.422.850

299.237.380

362.614.817

49.720.195

60.723.223

73.926.855

89.771.214

108.784.445

116.013.789

141.687.519

172.495.995

209.466.166

253.830.372

Taxes Corporate Income Tax Rates (30%) Profit After Taxes Note: Growth rate: 20% (due to high demand during the epidemic season) To reach the Annual Break-even Point, the business must sell a minimum of 153.477 boxes of products to recover capital and to sell more than that number of products to get a profit. Break-even Value: 26.858.391 baht Sales Forecast for 5 years until liquidation of production machinery Number Of Products Sold

1.619.998

1.943.998

2.332.797

2.799.357

3.359.228

100.115.883

120.139.059

144.166.871

173.000.245

207.600.294

box

Product Manufacturing Costs Total Cost

Baht 117.765.683

137.788.859

161.816.671

190.650.045

Baht

225.250.094

B

Research: Instant noodle usage in Thailand (Source: di-onlinesurvey.com)

C

D

MEMBER’S GROUP WORK ASSESMENT Time: Start at 7AM, August 21,2021 Mode: Online Leader: Nguyen Thanh Nhu Ngoc - 1921005561 Email: [email protected] Student’s Code

Name

Contents of implementation

Rating (%)

1921000737

Luu Phuong Ha

Executive Summary, Stiation Analysis, 100% Analysis of the Internal Environment

1921005561

Nguyen Nhu Ngoc

Thanh Aggregate content and edit members' 100% content, Financial and Expense Budget, Evaluation, Measurement and Control

1921000967

1921003851

Huynh Ho Bao Analysis of External Environment, Target 100% Tran

Market Description

Bui Ha Vy

Action plan, International Marketing Goals 100% and Objectives, Marketing Program

E

REFERENCES • • •

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National Economic and Social Development Council, NESDC Economic Report, February 15, 2021 Thailand’s Customs Department, Ministry of Finance Prezi, “Biện pháp nâng cao năng lực cạnh tranh của doanh nghiệp Việt Nam hiện nay”, retrieved from: https://prezi.com/ikoqd3s-xi9h/bien-phap-nang-cao-nang-luc-canh-tranhcua-doanh-nghiep-viet-nam-hien-nay/?fbclid=IwAR3EDjj-Pscd2kGISr1b-Nw8oW5wOpcEFtHyR3Rdkphx8VHTcE3tHB3oL0 Kinh tế Sài Gòn Online, “Acecook Việt Nam thương hiệu mì ăn liền trong miền ký ức của người Việt”, retrieved from: https://www.thesaigontimes.vn/315908/acecook-viet-namthuong-hieu-mi-an-lien-trong-mien-ky-uc-cua-nguoiviet.html?fbclid=IwAR0KGqZ8SvkAXwEsKrhcaAXUKgFCLXCtuSj4kGBjp8c73cPoC2Fp4Mc8oQ Scribd, “Ma trận SWOT của Vina Acecook”, retrieved from: https://fr.scribd.com/document/501478964/Ma-tr%E1%BA%ADn-SWOT-c%E1%BB%A7aVina-Acecook?fbclid=IwAR3EDjj-Pscd2kGISr1b-Nw8oW5wOpcEFtHyR3Rdkphx8VHTcE3tHB3oL0 Kalapress, “MÌ HẢO HẢO: SẢN PHẨM VIỆT VƯƠN TẦM TRÊN THỊ TRƯỜNG QUỐC TẾ”, retrieved from: https://kalapress.vn/tin-tuc/mi-hao-hao-san-pham-viet-vuon-tam-tren-thitruong-quoc-te-186.html?fbclid=IwAR0O9m86yWJCL-mEayw639C9E7shSVewmTZhL94pRozftWJ_vBPMyeBOTg Hảo Hảo chất lượng Nhật Bản, “MÌ HẢO HẢO – SỰ KẾT HỢP TUYỆT VỜI CỦA HAI QUỐC GIA”, retrieved from: https://haohaochatluongnhatban.vn/mi-hao-hao/ Slideshare, “Instant noodle usage in Thailand”, retrieved from: https://www.slideshare.net/dimvn/dim-072015-instant-noodlethai?fbclid=IwAR09zfCW0CAZ8qShoX2OFaRuYkzmOiKtGwvJG0HBHzTN6jjKQqcE1yerKs VietNamnet, “Việt Nam ăn mì tôm nhiều thứ 3 thế giới, sau Trung Quốc, vượt Ấn Độ”, retrieved from: https://vietnamnet.vn/vn/kinh-doanh/thi-truong/viet-nam-dung-thu-3-the-gioive-nhu-cau-mi-an-lien765331.html?fbclid=IwAR0tQ3xpOcllCspYterRoJc4duP41QzZegnYIHc0fkX4POybOvC6ua pSQu8 NDH, “Chìa khoá vàng giúp thâm nhập và phát triển kinh doanh trên thị trường Thái Lan”, retrieved from: https://ndh.vn/vi-mo/chia-khoa-vang-giup-tham-nhap-va-phat-trien-kinhdoanh-tren-thi-truong-thai-lan1251629.html?fbclid=IwAR270nf2obSrntaIhbsunqXYRfeY4J1K2FriEXyb36BWzymuExkhjGgziY Xem tài liệu, “Tài liệu Xây dựng kế hoạch marketing cho mỳ Hảo Hảo”, retrieved from: https://xemtailieu.net/tai-lieu/xay-dung-ke-hoach-marketing-cho-my-hao-hao866142.html?fbclid=IwAR3zH_vcH-mmMzC4MKeINMWe02296BiwnV7wdzhewNFkCtTajntaJWcNvY Bangkok Post, “Mama: 15% surge in 2020 noodle market”, retrieved from: https://www.bangkokpost.com/business/1915112/mama-15-surge-in-2020-noodlemarket?fbclid=IwAR3zpUfpiCH7FcxRaB3OLaqCkMfWKEhRTvoAdjUJPrhuEjaXOB7ijlprJJ4 Acecook, “NHẬN DIỆN THƯƠNG HIỆU MỚI CHO CHẶNG ĐƯỜNG PHÁT TRIỂN MỚI”, retrieved from: https://acecookvietnam.vn/nhan-dien-thuong-hieu-moi-cho-chang-duongphat-trien-moi/?fbclid=IwAR0k_kHbCpGyjuhgPOEKZip-iX3r5tI7zGAlbK0sR6tLEcWHWGp1ShsusI All you can read, “TOP 30 THAI NEWSPAPERS ONLINE”, retrieved from: https://www.allyoucanread.com/thai-newspapers/ Qúy Nam, “Top những website mua hàng Thái Lan trực tuyến uy tín”, retrieved from: https://ssj.com.vn/link-website-ban-hang-truc-tuyen-cua-thai-lan.html Acecook, “Kiến thức về mì ăn liền”, retrieved from: https://acecookvietnam.vn/kien-thuc-vemi-an-lien/

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