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Export Marketing Guidelines Arts and Crafts- EDITED

Export Marketing Guidelines Arts and Crafts- EDITED

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Published by: api-3745372 on Oct 15, 2008
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03/18/2014

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DEVELOPING INTERNATIONAL MARKETS FOR
HOME ACCESSORIES AND GIFT ARTICLES
Export Marketing Guidelines for Vietnamese Craft Exporters
Prepared for: VIETRADE/ITC/WTO/UNCTAD
Export Marketing Guidelines for Vietnamese Craft Exporters
Table of Content
Page
Preamble
3
1
Are you Ready to Export?
4
1.1
Market Analysis (External Analysis)
4
1.2
Company Analysis (Internal Analysis)
9
1.3
SWOT Analysis
11
2
Market Entry Strategy
12
3
Preparing a Professional Presence
14
3.1
Marketing Material
15
3.2
Professionalize your Staff and Communication
19
3.3
Professionalize your Company Operations
21
3.4
Understanding Market Requirements to Improve your Presentation
23
4
Preparing Products for Export
24
5
Export Costing, Pricing and Invoicing
28
5.1
Export Costing and Pricing
28
5.2
Quotations and Proforma Invoices
31
5.3
Terms of Sale
33
5.4
Methods of Payment
34
6
Trade Fair Participations
38
6.1
Selecting the Right Trade Fair
39
6.2
Trade Fair Preparations
40
6.3
Participation Costs
42
6.4
At the Trade Fair
43
6.5
After the Trade Fair
44
7
Export Documentation and Shipping
45
8
Dealing with Claims
47
2
Export Marketing Guidelines for Vietnamese Craft Exporters
9
Appendixes
48
Preamble

Vietnam is a land of handicrafts1 thanks to the hardworking and creative Vietnamese people. Fine Vietnamese handicraft articles are exported to over 120 countries worldwide. Products such as ceramics, lacquer, wooden wares, bamboo and rattan products, textile, embroidery etc. are nowadays becoming popular throughout the world as home accessories, home decor and gifts.

Vietnam has been extremely successful in exporting craft products during the last few years. It is estimated that 1.35 million inhabitants earn a living from producing or trading with crafts, generating an export turnover of almost 600 million USD per year. However, if compared with the consumption of home accessories and gifts in the world, the above figure only accounts for less than 1% of the market volume. There is still tremendous potential for further export increases.

These Export Marketing Guidelines are a manual which aims to provide practical and comprehensive information to a large number of Vietnamese craft exporters. The Export Marketing Guidelines serves the needs of both current and potential crafts exporters, showing them how to enter and get a firm foothold in the world markets in the context of global competition.

The authors thank all parties concerned who assisted in preparing the guidelines, notably the Vietnam Trade Promotion Agency (VIETRADE) and the International Trade Center (ITC) project team in Hanoi and Geneva.

Prepared by
\ue000
Handicraft Research and Promotion Centre, Hanoi, Vietnam (www.hrpc.com.vn)
\ue000
IDC \u2013 International Development Consultants, Aachen, Germany (www.idc-aachen.de)
Copyright

The information provided is aimed at assisting handicraft producers, exporters and business support organizations in Vietnam. It may, therefore, not be used for re-sale, the provision of consultancy services and other commercial purposes. For utilization of this information on a non-commercial basis, the condition applies that VIETRADE is referred to as the source of the information. All other use is prohibited, unless explicitly

1 The handicraft articles covered in these marketing guidelines are defined in Appendix No.1
3

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