BỘ TÀI CHÍNH

TRƯỜNG ĐẠI HỌC TÀI CHÍNH – MARKETING

KHOA MARKETING

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THE INTERNATIONAL MARKETING PLAN

MR VUI ENTERS SINGAPORE MARKET

GROUP 1

NGUYỄN HỮU TẤN – 1821003888

TRANG THỊ THÙY ANH – 1821003526

LÊ NGUYỄN TƯỜNG VI – 1821003953

TRẦN NGỌC DIỆP – 1821001964

LÊ QUỲNH NHƯ – 1821003769

ĐỖ THỊ LÊ DUNG – 1821003555

THÀNH PHỐ HỒ CHÍ MINH – 2020

1. Executive summary ........................................................................................... 4
1.1. Introduction: .................................................................................................. 4
2. Situations analysis ............................................................................................ 5
2.1. Strength:........................................................................................................ 5
2.2. Weakness: .................................................................................................... 5
2.3. Opportunities: ................................................................................................ 6
2.4. Threats .......................................................................................................... 7
3. Analyze external ................................................................................................ 7
3.1. Demographic ................................................................................................. 7
3.2. Economic Conditions .................................................................................... 8
3.3. Political .......................................................................................................... 8
3.4. Regulatory Forces ......................................................................................... 8
3.5. Language ...................................................................................................... 9
3.6. Culture........................................................................................................... 9
3.7. Technology.................................................................................................. 10
3.8. Consumer Behaviour .................................................................................. 10
4. Analyze Internal ............................................................................................... 11
4.1. Market growth ............................................................................................. 11
4.2. Market trends .............................................................................................. 11
4.3. Firm’s competitive advantage...................................................................... 11
4.4. Organizational structure .............................................................................. 12
5. Entry mode ....................................................................................................... 12
6. Analyze STP ..................................................................................................... 13
6.1. Segment ...................................................................................................... 13
6.2. Positioning................................................................................................... 14
7. 4Ps analysis: .................................................................................................... 16
7.1. Product: ....................................................................................................... 16
7.2. Price ............................................................................................................ 18
7.3. Place ........................................................................................................... 19
7.4. Promotion .................................................................................................... 20
8. Objectives ........................................................................................................ 21
8.1. Financial ...................................................................................................... 21
8.2. Marketing .................................................................................................... 21
9. Forecast: .......................................................................................................... 22
10. Evaluation ..................................................................................................... 23
10.1. Risks and Recommendations: ................................................................. 23
11. Reference ...................................................................................................... 24
 1. Executive summary
1.1. Introduction:
Truong Vui Trading & Production Co., Ltd. was established in 2004, with
the brand Mr. Vui over 15 years of operation, the company has brought the
brand closer to consumers, bringing great trust and value for customers and
partners. With a team of staff with high expertise in apparel, along with the
guideline "producing quality products at the most reasonable price", Mr. Vui
quickly asserted it position and became a brand top favourite consumer. Mr
Vui's chain of stores specializes in providing leading luggage - Suitcases -
Backpacks - Handbags in Vietnam. Business areas Online business and
import and export
Mission
Mr. Vui's products will appear widely in the Vietnamese market, aiming to
conquer fastidious foreign markets. We will bring products and services of the
greatest value and quality with the most reasonable price
Vision
Respect, honesty, enthusiasm for customers, solidarity, help and
connection among employees, contribute a part to socio-economic
development.
Core value
Dynamic - creative
Dynamic and creative at work, enthusiastic with customers
Disciplinary discipline
Live and work with discipline and the law
Excellent talent
Human resources are carefully selected and trained
Solidarity - help
Solidarity, mutual help and support create a strong entity
Mr Vui has been managed by a team of highly experienced, enthusiastic
managers. This extensive experience provides Mr Vui with empirical
information as well as the passion to provide the best products for its
customers.
The Singapore Luggage Market is projected to grow with a significant
CAGR in the forecast period. This provides Mr Vui a good opportunity for
market growth.
Besides selling bags, luggages Mr Vui will launch a new product line called
“The Convisafe”- high-tech luggage by directing export to Singapore market in
1/2021. We will distribute its products through a foreign branch in Singapore,
some e-commerce such as: Lazada, Zalora,.., supermarkets.

2. Situations analysis
2.1. Strength:
S1: High brand awareness in the domestic market
S2: Well-known for its high - performance products
S3: The distribution system spread from South to North, distributed in big
cities such as Hanoi, Hai Phong, Da Nang, Hue, Ho Chi Minh, Can Tho, ....
Mr. Vui also has distributors at supermarkets Coop mart, E mart, bookstore
Phuong Nam, Fahasa
S4: Mr.Vui’s factories are invested in modern facilities
 Machinery and transmission lines imported from Japan bring quality in
every needle line.
 Team of 100 professional sewing staff is always ready.
 Mr Vui's backpack, suitcase and bag production process meets ISO
standards
S5: Mr.Vui cooperate with businesses leading reputation in Vietnam and
around the world ( PNJ, Pepsico, Vietinbank,...) to produce backpacks and
bags in large quantities

2.2. Weakness:
W1: Lack of social media presence
W2: Lack of product diversification ( Products are no different from the direct
competitions )
W3:The company has not focused on promotion and communication
marketing
W4: The workforce is cheap but the skills and expertise are not high
W5:While designing and finding output for products are weak, Mr.Vui
products have not had innovation or style breakthroughs. It’s not yet agile in
catching up with market demand. Most of the products are simple, the colours
are not rich and the youthful has not met the needs of young people.
W6: Mr. Vui hasn’t taken advantage of online retailing

2.3. Opportunities:
O1: Vietnam gains many benefits when joining in many trade agreement such
as CTPP, EVFTA,...
 The benefits of the free trade agreements will enable Vietnam’s
economic development to continue to shift away from exporting low-
tech manufacturing products and primary goods to more complex high-
tech goods
 Such trade agreements will allow Vietnam to take advantage of the
reduced tariffs, both within the ASEAN Economic Community (AEC)
and with the EU and US to attract exporting companies to produce in
Vietnam and export to partners outside ASEAN.
 Such sophisticated business practices and technology will help boost
Vietnamese labor productivity and expand the country’s export capacity.
O2: Technology develops in Vietnam creating an opportunity for developing
smart products
A 2019 report by Google and the Mobile Marketing Association identified
Vietnam as a "mobile-first market" with "over 51 million smartphones
Network coverage is extensive. "People get access to 3G and 4G even in
rural and mountainous areas," adding that handsets and tariffs are
competitively-priced.
O3: Vietnamese government has supported the campaign "Vietnamese
people use Vietnamese goods".The campaign will offer more incentives
encouraging Vietnamese businesses to improve science and technology and
support industry and e-commerce.
Findings from a public survey show that 67% of Vietnamese consumers
prioritize Made-in-Vietnam products. More than 100 points of sale designed
for Vietnamese goods have been set up in 61 localities nationwide, and nearly
70% trade promotion activities for such products held around Vietnam.
O4:The income of people living in big cities like HCMC, Ha Noi,... is getting
better and better. Many people often go travelling, shopping with the family.
They are also willing to pay well and more often for their trips.
2.4. Threats
T1: There are many competitors in the market
 Domestic competitors: Miti, Mia, LUG.vn, Samsonite,..
 Foreign competitors: Samsonite, Ricardo,...
T2: Besides many benefits free trade offering, It is likely to trigger aggressive
competition from foreign rivals on local businesses
T3:Vietnamese people hasn’t still believed in technological products
manufactured in Vietnam

3. Analyze external
3.1. Demographic
Location: Singapore, the second smallest country in Asia, has an area of
725.7 square kilometers and has a coastline of 193 kilometers. The capital city
of Singapore, Singapore, is located on the south coast of the country.
Population: In 2019, the total population of Singapore will reach 5,827,699
people. In addition, immigrants and foreigners make up 30% of the country's
total population. However, Singapore is facing with population aging
 Gender: The sex ratio in the total population is 1,098 (1,098 males per
1,000 females), which is equal to the global sex ratio
Nation: Singapore society is categorized into four main ethnic groups,
according to the CMIO rubric: Chinese, Malays, Indians, and Others.
Religion: Singapore is also one of the most religiously-diverse societies in
the world with ten different religions. Among them, Buddhism is the most
commonly practiced religion
Singapore attracts immigrants and foreigners so their Changi airport is
always crowded
 Densely populated, potential market
3.2. Economic Conditions
Singapore is one of the world’s most prosperous nations, with a business-
friendly regulatory environment , a very low unemployment rate and is ranked
among the world’s most competitive economies.
Foreign and domestic businesses are treated equally under the law, and
nearly all sectors of the economy are open to 100 percent foreign ownership.
Singapore is a high-income economy with a gross national income of
US$54,530 per capita, as of 2017. According to the International Monetary
Fund, Singapore's GDP per capita in 2018 reached more than 100,345 USD
per year (estimated at 2.3 billion VND), ranking 3rd in the world.
Singapore's core inflation rate in August was 0.8%, lower than 1.7% in
2018. MAS also forecast core inflation at about 1% - 2% in 2019 and average
0,5 - 1% in 2020. The inflation rate is expected to grow at 0.5% in 2021
3.3. Political
Singapore is a democratic country so the political risks are quite low.
Currently, politics in Singapore is very stable
 It is an opportunity for operating businesses.
3.4. Regulatory Forces
Singapore's economic development policy is largely open to trade and
investment. Singapore supports a multilateral trading system, promotes trade
liberalization based on WTO rules. Singapore was also one of the first WTO
members to accept the Trade Facilitation Agreement.
Singapore offers free import and export of goods and services. In general,
almost 98% of imports and exports do not require tax. In addition, the
application for the license and the license approval are done through an
electronic network called TradeNet for short. Import and export procedures
are also very simple
 It is easy to import and export goods into Singapore because of the
simple procedure
3.5. Language
The national language of Singapore is Malay while English, Malay,
Mandarin Chinese, and Tamil are the four official languages in Singapore. A
unique and widely spoken language in Singapore is Singlish.
English is the most widely spoken language (primarily by the population
below the age of 50). English is also the language of business and
government in Singapore.
Singapore has experienced significant social and economic development in
the past few decades. These developments have in part been brought about
through the government’s emphasis on good English language skills.
Most people in the country are bilingual - they can speak reasonably good
English and one of the three other languages as their mother tongue.
 The high levels of English proficiency of Singaporeans have made them
an attractive workforce for multinational companies.

3.6. Culture
Culture of Singapore is a mixture of Malay, South Asian, Southeast Asian
and Eurasian culture and influences. The classic international, Singaporean
culture has transformed greatly over the years. The native culture of
Singapore was originally influenced by Austronesian people who arrived here
from Taiwan.
 During the course of many years, Singapore's culture was further
influenced and inspired by multiple Chinese dynasties and other Asian
countries which has eventually given shape to the unique Singaporean culture
that we see today.
 Singapore is a multicultural country so when a new company enters this
market, it is easy to encounter multicultural problems. Mr Vui should do
research about the market carefully in order to avoid cultural mistakes.

3.7. Technology
Singapore has recorded the highest smartphone penetration in the region,
with more than 90% of adults using a smartphone. Smartphones usage has
diversified enormously and have become indispensable in daily life as a
communication and information - sharing tool. The higher the ownership rate
in a city, the greater the number of functions used proficiently.
Singapore has a 84% Internet penetration rate. Out of the 5.83 million
population, 4.92 million people use the internet.
Singapore has the highest download broadband speed in the world.
 E-commerce has widely permeated life in Singapore and Singapore is
also one of the most active E-commerce shoppers in East Asian cities.
3.8. Consumer Behaviour
The consumer in Singapore enjoys a high standard of living and is a keen
buyer of foreign products. Singaporeans are not only brand conscious, but are
also very loyal and cautious towards exploring alternatives: they like new
products, but they stay loyal to familiar brand names. They like to experiment
with new products only after feeling assured about their quality and customer
care service. Consumers keep in mind factors such as price, quality and
service when making purchasing decisions. Pricing has to be very
competitive, as bargaining is commonplace. Increased spending power and
more preferences that are sophisticated are driving demand for more premium
products. Online shopping has grown due to the considerable tech-savvy
population looking for bargains (80% of millennials have shopped online in the
past 12 months, out of which 69% have done cross-border online shopping).
 The company should focus on developing the quality of products,
customer services and taking advantage of online retailing in order to
attract many customers, make the buying process easier.

4. Analyze Internal
4.1. Market growth
The Singapore Luggage Market is projected to grow with a significant
CAGR in the forecast period. Owing to the rising urbanization and increase in
the air traffic levels specifically. Economic development and substantial
infrastructure development have constituted regional revenue generation.
Further, the patterns associated with domestic production, import and export,
and consumption have helped market participants to analyze and capitalize on
potential opportunities.
4.2. Market trends
A rising demand for sophisticated and varied luggage products, numerous
trendy and intelligent suitcase categories have escalated the demand for
these products.Moreover, The increasing trend is the use of latest technology
like GPS tracker, invisible zips, lockable zips, slash proof construction, RFID
protection.
4.3. Firm’s competitive advantage
Mr. Vui competitive advantages are:
- The abundant and cheap labor force in Vietnam.
- Products with mid-range price but product quality with many functions
similar to other high-end products, Mr.Vui aims at customers to produce
quality products with the most reasonable price.
- Mr.Vui is also a long-standing brand of backpacks and suitcases and
has the trust of customers in Vietnam. It’s well-known for its high -
performance products.
 - Mr.Vui has cooperated with many major partners such as: Heniken,
Sheisedo, Pesico ... in the field of backpacks, suitcases, book bags to
make gifts for their customers.

4.4. Organizational structure

Mr Vui will choose international division structure then develop an
international office to oversee international sales. Singapore is a culturally
diverse country with many immigrants in order to understand the business
market in Singapore. Therefore, Most of our staff are Singaporeans.
Besides, Mr Vui also need a manager that understand clearly Mr Vui’s
business operationsThat is why Mr.Vui set up the organizational design with
production and distribution management directly managed by the Vietnamese.
At Mr.Vui's store in Singapore, besides the Vietnamese store manager, there
is also a Vietnamese-born Singaporean assistant manager who understands
the culture and consumer behavior of the Singaporeans so that Mr.Vui can
develop a comprehensive product to meet the needs of Singaporeans

5. Entry mode
Singapore is a large expansive market, with a large trade turnover and also
without any restrictions on imports, without any non-tariff barriers beyond
standards set by international organizations. (OIE and Codex). More than 99%
of goods imported into Singapore are tax free (except cars, gasoline, alcohol,
cigarettes, ...). Taking advantage of the completely free import of all tariffs, the
luggage market in Singapore is now considered to have a great potential for
expansion to diversify types and origins. Although a small country with a
population of less than 6 million people, Singapore is the country with the
most diversified import partners in the world with 220 partners.
This is a good opportunity for Mr.Vui's products to penetrate into developed
markets like Singapore. Thus, Mr Vui’ll choose the foreign-based direct
exporting using a foreign sales branch. This branch will take responsibility for
the marketing mix within Singapore, also build stronger customer
relationships, deal with government regulations on foreign company activities.

6. Analyze STP
6.1. Segment
Business
Age : 30-60, income: high income(30tr)
Geographic: Singapore
Lifestyle: busy, active
Job: reporter, speaker, editor, flight attendant, pilot, businessman, event
planner
Psychographic:
 Willing to spend money for high-quality product
 Want to buy a luggage can ensure high-security
 Care about convenience, compact
 Prefer a lightweight suitcase in order to carry it easily
 Would like to buy a product with luxury and elegant appearance
 “Buying status” by selecting high-quality products: tendency to purchase
those products to show status or social prestige value
 Wanna show a professional image when traveling for business
Behavioral:
 Singaporeans are normally punctual for their appointments
 Having a tendency to choose products from long-standing brand
names
 Often bring important documents
 Save time as much as possible
 Easily forget number password
 Want to be easy to navigate in airplane aisles and other tight spaces-
smooth movement
  Often go on business by airplane, fly frequently - often long week
 Often buy luggage at store in order to know about the products
 Business people mainly choose to shop directly at shopping centers.In
addition, when shopping online, they prefer to buy products on the
genuine website rather than through distribution channels
Traveler
Age: 20-35
Income: high income
Geographic: Singapore
Psychographic:
 Care more about the appearance of the product: trendy, luxury, modern
 prefer durability during a lot of journeys
 care more about convenience
 prefer colorful and modern style
 For travelers, they often choose online shopping channels like lazada,
zalora, ... But sometimes, they also like to shop at stores.
 Reference groups: social media (travel group, review product group..),
youtuber, influencer, friends, travel clubs
Behavioral:
 Have more interests in using smart products
 Easily adapt to new technology
 The nature of work asks them to move a lot, so travelers prefer luggage
that can carry easily and move smoothly.
 Easily forget number password
 Often bring technology equipment: camera, tablet, laptop… so they
want to maintain machinery and tools
 Job: travel blogger, freelancer, photographer, writer,...

6.2. Positioning
Competitor:
Samsonite
 Samsonite is the worldwide leader in superior travel bags, luggage, and
accessories
 High brand awareness

Ikii
 Singapore’s brand provides smart luggage with utilities such as: Smart
Lock, Smart Alert,..
 Low brand awareness
 Lack of product diversification
Positioning strategy
Mr Vui new product line positioning strategy to travelers and business will
be to emphasize on the high customer value offering. It’s positioned based on
2 main factors : convenience and price. In terms of convenience, The
Convisafe will be located in a relatively high position in the positioning map.
Because It is a combination of many utilities such as : fingerprint lock,
waterproof, GPS; while our competitors have just provided individual utilities.
About price, The Convisafe’ll be set slightly higher than average price among
our competitors in order to attract competitors’ customers, gain market share
and convey message of high quality products.
This product positioning strategy will be effective by building brand equity
through brand image and customer perception by maintaining good product
quality and giving customers the best experience.
 7. 4Ps analysis:
7.1. Product:
Mr Vui decided to launch a new product line of luggage to enter the Singapore
market. This is the high-tech luggage. Mr Vui name this new product line is
The Convisafe. This name is a combination between "Convenient" and "Safe"

The first feature of this luggage is fingerprint lock.

Unlike password locks, there is no possibility that this type of luggage can
be broken. It also eliminates the problem of forgetting passwords. With a
fingerprint lock no one can gain access unless your lock system is
programmed to recognize that given person’s fingerprint. It’s obvious that
fingerprints are more secure than those traditional locks.

The second feature is waterproof. They do not only keep away moisture,
humidity, rain and snow but also dust and dirt particles.

The third feature is very unique which is a technical factor. This element
makes our luggage different.
 Mr Vui uses a technology (GPS) that can connect between your luggage
and your mobile phone. Clearly, we pack a chip inside the luggage and this
chip can connect with your mobile phone through an application that we
create. It’s like location technology. This technology can help you find your
luggage easily because you will know where your luggage is by watching the
application. It’s also really helpful when your luggage is lost, you can check on
the app to know where your luggage is.
Moreover, after a long flight you have to wait for your luggage on the
conveyor belt which makes many people “tired” most. But with our high-tech
luggage, we can solve this problem. Whenever your luggage is coming close
to you, your mobile phone will ring through this application to let you know. So
you don’t need to check if each luggage is coming on the conveyor belt.

We have three sizes: S: small (20 inch), M: medium (24 inch), L: large (28
inch)

The 20-inch suitcase size is the largest you can carry on the plane.
Dimensions: 36.5 cm x 25.5 cm x 53 cm. Big size helps you carry more items.
Maximum storage weight is 10kg.
The suitcase size 24 is the most popular mid-size choice for checked
baggage. Because airlines regulate the maximum weight for checked
baggage is no more than 32 kg, and the size of checked baggage depends on
the airlines. Dimensions: 60 cm x 40 cm x 25 cm, maximum storage volume is
25kg. With such a volume, the suitcase size 24 is always the most reasonable
choice for your trip. Suitcase size 24 is also suitable for personal travel, 5-10
days business trip, also suitable if you go with a family of 2-3 people with a
period of 3-5 days.
The suitcase size 28 is the most popular choice for large sizes. Dimensions
76 x 48 x 32 (height x width x width), but depending on the manufacturer, the
size will be slightly different but not significantly. Total size 28 suitcase size 28
is 156 cm and maximum allowable weight is 30-35 kg. Suitcase size 28 is
suitable for family travel from 7-10 days, and labor exporters need to use large
 suitcases to hold important personal items. Those who go for a personal
calendar should not use this suitcase because it is quite large and bulky, size
24 suitcase is the most suitable choice.
Color: 7 colors: Black, White, Grey, Silver, Navy, Rose Gold, Wine
On each box of this luggage, Mr Vui put a code on the luggage’s nametag,
so customers just need to scan this code through the application, the
instruction will appear on customer’s phone to let them know how to use this
luggage.
Label: Mr Vui uses two most popular languages in Singapore that are English
and Chinese.
Warranty Policy: Because this line of luggage has technical factors, so
before Mr Vui offers any product for sale, it is put through rigorous tests of
strength, durability, and dependability that represent the demands of
customers.
The product is warranted for free if all of the following conditions are met:
 Warranty products must have anti-counterfeiting stamps and warranty
cards attached
 The warranty period indicated on the warranty is still valid
 The product has a technical fault due to manufacturer
Time of warranty: The warranty provided for a period of three years starting
from the date this Product was purchased.
7.2. Price
Mr Vui will use competitor-based pricing in our strategy entering the
Singapore market. Our price is just slightly higher than average price among
our competitors. The price difference is not worth for customers to consider.
Thus, Mr Vui can not only convey the message of high quality products, but
also enhance market share and attract competitor’s customers.

SIZE PRICE
 Size S S$649

Size M S$690

Size L S$739

The reason why Mr Vui’ll choose this pricing strategy:

Firstly, Singaporeans have a variety of options in the luggage market with a
wide range of bag and luggage companies both domestic and foreign such as
:Samsonite, Ikii, American Tourister, Tumi, some luggage stores in the flea
market... Some of them are famous brands in the world. Therefore, Mr. Vui’ll
suffer from intense competition in the Singapore market. Some of Mr Vui rivals
also provide smart luggage with a range of prices. For example, Samsonite
provides smart luggage called “EVOA CELEBRATION ED.” It includes 3-in-1
smart lock with TSA fingerprint combination lock and integrated weighing
scale carry handle, anti-theft double zipper, Aero-Trac™ suspension wheel
system to ensure the efficiency, flexibility and security during traveling. It costs
S$483.00 with the size 55x39x21cm
Secondly, Mr Vui is a totally new brand in the Singapore luggage market
so that Not many people know about this brand. They won’t believe in quality
of our brand so that Our price should be reasonable so as to stimulate
customers experiment with new products
7.3. Place
Distribution intensity: selective distribution
Selection of distribution channels: direct marketing channel. Mr Vui
opens a store in City Square Mall in Singapore, so Mr Vui sells the products to
consumers directly without using intermediaries. Mr.Vui chose City Square
Mall because of its favorable location in the city center. With a luxurious
shopping space, many Singaporeans or foreigners, businessmen often come
to shop. A store covers an area of 100 square meters and has a fixed rental
price of 1500$/month. It also helps Mr Vui control the brand image greater
 About warehousing, Mr Vui chooses the public warehouse to reduce cost
in storing products. Mr.Vui chose City Square Mall because of its favorable
location in the city center. In addition to the products on display, Mr.Vui also
rented warehouses to store products in separate basements that are used
exclusively for stores in City Square Mall. This both brings many benefits in
ensuring the number of products needed for display, purchase and sale, and
can be preserved well to avoid damage during transportation and storage. Mr
Vui also displays products in supermarket
In addition, the company also offers the products through online shopping
platforms: Lazada, Zalora, Shopee. Those three online shopping platforms are
very popular in Singapore. And customers can easily buy products by ordering
on Mr Vui official website.
7.4. Promotion
To persuade consumers to buy new products Mr.Vui will use the following
tactics in its promotional mix, arranged according to significance in the
business:
Mr Vui will launch a campaign “Choose luggage as choose your partner” .
It will be the main campaign throughout our 1st year: We will take advantage
of social media platforms like Facebook, YouTube to encourage customers to
share their customer experiences, participate in contests. Besides, Mr Vui also
uses some printed ads, banner, poster, standee,.... to connect emotionally
between the brand and customers, further promote brand loyalty.
Advertising: Mr.Vui does its promotion through TVC and social media
(Facebook, YouTube, Instagram, Lazada, Shopee), print advertising in
magazines, poster at the bus stop shelter
Influencer Marketing: Mr Vui will give smart luggage to some influencers,
bloggers having a large number of followers such as :... in order to attract
more customers , also try to maintain the relationship with these influencers.
Sale promotions: Gift vouchers for customers buying smart luggage in
first month : 10% discount voucher for smart luggages, 5% discount for
backpacks and other products for the next purchase at Mr.Vui.
 ACTION PLAN
PERIOD (MONTHS) TOOLS TIMELINE

6 MONTHS ( FROM JANUARY TO Printed ads 1st January - 1st June

JUNE) Facebook ads 1st January - 1st June
Youtube 1st January - 1st June
Influencer Marketing 1st January - 1st March
Banner 1st January - 1st June
Zalora ads 1st January - 1st June
Lazada ads 1st January - 1st June
Gift voucher 1st January - 1st Ferbuary
6 MONTHS ( FROM JUNE TO Direct Marketing 15th June - 31st December
DECEMBER) Membership reward 15th June - 31st December
program
Printed ads 1st June-31st December
Facebook ads 1st June-31st December
Youtube 1st June-31st December
Influencer Marketing 1st October - 31st December
Banner 1st June - 31st December
Zalora ads 1st October - 31st December
Lazada ads 1st October - 31st December

8. Objectives
8.1. Financial
- Gain market share 10% in the first year. In 5 years, increase 7-10%
market share
- The revenue of the first year is S$236612. In 5 years, Increase
revenue 15-20% each year
- Launching innovative products in the third year
8.2. Marketing
In first year:
- Gain 40% brand awareness
 - Obtain 30% liking
In 5 years:
- Increase brand awareness 40% each year
- Increase liking 30% each year
- Increase customer loyalty 26% each year

9. Forecast:
EXPECTED SALES, COST, PROFIT 5 YEARS
Cost Marketing Revenue (unit:S$) Profit
budget (unit:S$)
(unit:S$)
First year 213992 57720 236612 54280
Second year 153205,2 27290,0 295765 138969,0
Third year 161323,4 30019,0 354918 189379,0
Fourth year 171027,2 23742,3 313510,9 145527,6
Fifth year 182484,4 22377,8 332321,554 153978,8
TOTAL 682134,354
 MARKETING BUDGER IN THE FIRST YEAR
PERIOD (MONTHS) TOOLS TIMELINE Price
(unit:S$)
Printed ads 1st January - 1st June 3300
Facebook ads 1st January - 1st June 6000
Youtube 1st January - 1st June 6964
6 MONTHS ( FROM JANUARY TO JUNE) Influencer Marketing 1st January - 1st March 4000
Zalora ads 1st January - 1st June 2400
Lazada ads 1st January - 1st June 2400
Gift voucher 1st January - 1st Ferbuary 6480
Direct Marketing 15th June - 31st December 1200
Membership reward 15th June - 31st December 3200
program
Printed ads 1st June-31st December 3300
Facebook ads 1st June-31st December 6000
6 MONTHS ( FROM JUNE TO
DECEMBER) Youtube 1st June-31st December 6964
Influencer Marketing 1st October - 31st 4000
December
Zalora ads 1st October - 31st 756
December
Lazada ads 1st October - 31st 756
December
TOTAL 57720

10. Evaluation
10.1.Risks and Recommendations:
Risks Recommendation

- The rent cost is significant - Improve Digital Marketing Strategy

increase - Signing a Longer Fixed-Term Lease
- The increase in the threat of new - Keeping improving quality performances,
entrants. Some famous luggage new products
brands in Singapore such as - Executing activities increase customer
Tumi, Rimowa,.. with strong loyalty
financials could enter the smart
luggage.
- Mr Vui products could be copied

- Do not attract target customer - Making business more active on social

media
- Considering different forms of marketing

- Mr Vui advertising could cause - Doing research carefully, localize your

cultural misunderstanding in content instead of simply translating the
multicultural country language, cross-referencing campaign with
local experts before promoting it

- The customers complaint about - Checking products carefully before selling

the technology of our luggage - Focusing on improve customer services in
order to solve customer complaints quickly

11. Reference
1. "Vietnamese people use Vietnamese goods" campaign dominating local distribution
network
https://vietnamtimes.org.vn/vietnamese-people-use-vietnamese-goods-campaign-
dominating-local-distribution-network-23399.html
2. How new technology is transforming Vietnam's economy
https://edition.cnn.com/2020/04/06/asia/vietnam-tech-economy-intl-hnk-spc/index.html
3. Vietnam’s Free Trade Agreements – Opportunities for Your Business
https://www.vietnam-briefing.com/news/vietnam-free-trade-agreements-opportunities-for-
your-business.html/
4. Website Mr Vui
https://www.mrvui.vn/en-US/our-stores
5. Samsonite
https://www.samsonite.com.sg/evoa-110y-special-ed/spinner-55/20/ss-134310-2693.html
6. Singaporean Market : Consumer
https://import-export.societegenerale.fr/en/country/singapore/market-consumer
7. The World Bank
https://www.worldbank.org/en/country/singapore/overview \
8. World Trade Organization
https://www.wto.org/english/tratop_e/tpr_e/tp130_e.htm
9. Statista- Luggage&Bags
https://www.statista.com/outlook/13020000/100/luggage-bags/worldwide
10. Smart Luggage Market 2020 - Trends, Demand and Future Opportunity Outlook to
2024
https://www.fractovia.org/news/smart-luggage-market-size/9992