Plan to set up a marketing Plan to set up a marketing consultation companyconsultation company

Hanoi, Sept. 28, 2007Hanoi, Sept. 28, 2007

www.vnmarketing.wordpress.www.vnmarketing.wordpress.comcom

agendaagenda

• context n conceptcontext n concept• business modelbusiness model• vision/ missionvision/ mission• customers/ servicescustomers/ services• strategies/ prioritiesstrategies/ priorities• competitors overviewcompetitors overview• swot analysisswot analysis• structure/ membersstructure/ members• next stepsnext steps

context n conceptcontext n concept

• vn economy: SMEs based with high growth; vn economy: SMEs based with high growth; SMEs quantity increased every year (now SMEs quantity increased every year (now abt 500k), many of them becoming bigabt 500k), many of them becoming big

• lacking knowledge n experience of sales n lacking knowledge n experience of sales n marketing => company’s poor business marketing => company’s poor business performanceperformance

• more companies, more more companies, more competition=>more needs for sales n competition=>more needs for sales n marketing services as competition toolsmarketing services as competition tools

• local companies have money and start local companies have money and start willing to paywilling to pay

context n concept...context n concept...

• set up a team of experts to providing set up a team of experts to providing realistic solutions/ taking right realistic solutions/ taking right actions to fix specific problems facing actions to fix specific problems facing by local companies in sales n by local companies in sales n marketingmarketing

business modelbusiness model

• instead of waiting for customer choosing us, we instead of waiting for customer choosing us, we choose whom to approach to, show them their choose whom to approach to, show them their problems along with customized solutions. we problems along with customized solutions. we take proactive approach by allocating expertise take proactive approach by allocating expertise into analysis of specific sectors/industries as well into analysis of specific sectors/industries as well as companies thereinas companies therein

• try to go with clients along their development try to go with clients along their development rather than doing case workrather than doing case work

• services should be quite packaged, covering services should be quite packaged, covering solutions, implementation, monitoring, reviewing, solutions, implementation, monitoring, reviewing, training, and etc., depending the casetraining, and etc., depending the case

• revenue streams should be multi sources, more revenue streams should be multi sources, more regular based rather than case workregular based rather than case work

vision n missionvision n mission

• being an accredited management being an accredited management consulting firm in Vietnam, try to fall consulting firm in Vietnam, try to fall in top 3, and else??in top 3, and else??

• slogan: slogan: – behind your business successbehind your business success– Enhancing company performanceEnhancing company performance– Or else?Or else?

customer/ servicescustomer/ services

• target customers: target customers: – SMEs including State owned equitized companies, joint-SMEs including State owned equitized companies, joint-

stock companies, JVs/ FDIs, and corporations (EVN, stock companies, JVs/ FDIs, and corporations (EVN, Viettel, Mobil, HoaPhat, etc.)Viettel, Mobil, HoaPhat, etc.)

– FMCG or any manufacturing in different sectorsFMCG or any manufacturing in different sectors– target local market rather than exporttarget local market rather than export

• services: covering solutions, implementation, and services: covering solutions, implementation, and training:training:– brandingbranding– distribution setup/ optimizationdistribution setup/ optimization– competition strategiescompetition strategies– review/ evaluation of the efficiency of sales/ marketing review/ evaluation of the efficiency of sales/ marketing

activities/ performanceactivities/ performance

strategies/ prioritiesstrategies/ priorities

• active and proactive in approaching customers active and proactive in approaching customers and giving solutionsand giving solutions

• differentiation and focused based on our own differentiation and focused based on our own strengths strengths

• quality rather than quantityquality rather than quantity• select a portfolio of companies in certain select a portfolio of companies in certain

industries to work with at start-upindustries to work with at start-up• HN first, HCM and other areas laterHN first, HCM and other areas later• local market vs. export-oriented companies?local market vs. export-oriented companies?• FMCG vs. others?FMCG vs. others?• go along with company development instead of go along with company development instead of

case work case work

CompetitorsCompetitors

• Biz solutions/ Ha Ngoc Linh/ MotorolaBiz solutions/ Ha Ngoc Linh/ Motorola

• ManCom/ Ngo Trong ThanhManCom/ Ngo Trong Thanh

• MarkCom/ Mr. Manh?MarkCom/ Mr. Manh?

• Else?Else?

• How are they? I don’t know. We need How are they? I don’t know. We need to check to be differentto check to be different

swot analysisswot analysis

Strengths:Strengths:– network of knowledgeable n experienced experts in sales/ network of knowledgeable n experienced experts in sales/

marketing/ managementmarketing/ management• Weakness:Weakness:

– Start from zeroStart from zero– Join market while some competitors are quite establishedJoin market while some competitors are quite established– time constraint and lack focus, readiness, etc.. due to our time constraint and lack focus, readiness, etc.. due to our

experts are being occupied/ overloaded in their current jobsexperts are being occupied/ overloaded in their current jobs• Opportunities:Opportunities:

– WTO and VN economy is booming. More needs for those kinds WTO and VN economy is booming. More needs for those kinds of servicesof services

• Threats:Threats:– Could be bitterly competed as this is non-barrier industryCould be bitterly competed as this is non-barrier industry

structure/ membersstructure/ members

• We are a team, initially will work with MCG as We are a team, initially will work with MCG as associates or part of their companyassociates or part of their company

• Initial members:Initial members:– Hop/ manager/ Heineken/ take care of Hop/ manager/ Heineken/ take care of

branding/marketingbranding/marketing– Kien / manager/ Lavie/ take care of sales & distributionKien / manager/ Lavie/ take care of sales & distribution– Thanh/ restructuring consultant/ take care of Thanh/ restructuring consultant/ take care of

coordination, customership, partnership, and other coordination, customership, partnership, and other logistics.logistics.

– Daniel/ professor/ Solvey Biz School will support to Daniel/ professor/ Solvey Biz School will support to involve international experts in big projectsinvolve international experts in big projects

And next steps…And next steps…

• Each member will prepare his/ her CVEach member will prepare his/ her CV

• Hop will prepare service list and description Hop will prepare service list and description for branding/ marketingfor branding/ marketing

• Kien will prepare service list and description Kien will prepare service list and description for sales/ distributionfor sales/ distribution

• Thanh will do coordination, study more Thanh will do coordination, study more about MCG, and prepare meeting with themabout MCG, and prepare meeting with them

• Deadline: October 5, 2007Deadline: October 5, 2007

CommunicationCommunication

• During the week, we will discuss via During the week, we will discuss via email and posting comments on email and posting comments on website: website: www.vnmarketing.wordpress.comwww.vnmarketing.wordpress.com

• Needed, we can meet once a week Needed, we can meet once a week on Saturday morning or anytime at on Saturday morning or anytime at Thanh’s officeThanh’s office