GROUP 7

Phạm Thị Như Hảo, Nguyễn Hương Nguyên, Ngô Diễm Quỳnh, Trần
Thế Khôi, Nguyễn Yến My

Đánh giá cá nhân % Distribution:

https://docs.google.com/spreadsheets/d/1QSzIxt7OAxxQGJ6JX_9lVsLiKgdJKFPp
qIkw-7swBy8/edit?usp=sharing

Link làm references: (DÙNG APA 7th edition STYLE)

Cite This For Me: Harvard, APA, MLA Reference Generator

Check pla: Free Online Plagiarism Checker - Check Plagiarism

Paraphrase: Paraphrasing Tool | QuillBot AI

HOA PHAT GROUP - AUSTRALIA (Xuất khẩu Thép)

Part 1: Introduction

Due to the impact of macro-environmental factors as well as outstanding economic

development, construction materials is one of the most potential industries at
present. In the Vietnam market, Hoa Phat is one of the leading enterprises in the
field of steel production and export to foreign markets. One of the most suitable
and potential international markets for the company right now is Australia. Tere,
the company has certain relationships and has exclusive ore mines. The following
will be the analysis to assess the potential of the company as well as collect data to
build a marketing strategy for exporting steel to the Australian market for Hoa Phat
Group.

Part 2: Company profile

I. Current marketing situational analysis

Provide a competitive analysis involving either brand or industry – level, and a

macro-environment analysis of forces impacting the market (legal/political;
economic, social/culture, technological) should be conducted.
1. Company profile

Hoa Phat is a large industrial group in Vietnam. Since August 1992, Hoa Phat has
grown from a corporation specializing in the selling of construction machinery
including: furniture, steel pipes, construction steel, refrigeration, real estate, and
agricultural. Hoa Phat officially launched shares on the Vietnam stock exchange on
November 15, 2007, with the stock code (HPG).

Hoa Phat Group holds the top 1 market share in Vietnam for construction steel,
steel pipes and Australian beef. Hoa Phat Group is in the Top 10 largest private
enterprises in Vietnam, Top 10 best profit enterprises, Top 5 listed companies with
the largest charter capital in Vietnam stock market. HPG's market capitalization
reached 11 billion USD, among the top 15 steel companies with the largest market
capitalization in the world steel industry.

❖ Vision:

To become an industrial production group with leading quality, in which steel is

the core field.

❖ Mission:

Providing leading products, contributing to improving the quality of life, gaining

the trust of customers.

❖ Core value:

The ideology of Harmony and Development is the core value of the Hoa Phat
Group. This is evident in the relationships between authorities and workers, the
Group and its partners, agents, shareholders, and the social community,
guaranteeing the alignment of interests of stakeholders on the same boat.

2. PEST analysis

2.1. Political - Hảo

Hoa Phat Group has the largest scale in the country, which means it is spread over
many localities. The construction of production or mining factories to each locality
needs to be approved by agencies, sectors and the state. At the same time, the
reflection of local agencies will also affect Hoa Phat, related to many problems
such as environmental pollution, noise pollution, ...
Large revenue, large output accompanied by state tax. Every year, Hoa Phat Group
contributes over 10,000 billion VND to the State budget, showing the positiveness
of this group, and also pays customs duties and a lot of taxes for the locality.

There are still some small disadvantages, however, we can see that the State
always creates favorable conditions for this business to develop more and more,
becoming a regional and continental corporation.

2.2. Economic

- Vietnam's economy is similar Stable (over 6%/year)

- Real estate market recovers, increases good growth, many supportive policies

- The exchange rate fluctuates greatly, so raw material prices fluctuate high

- Stable interest rates tend to decrease

2.3. Social

- A young population (about 50 million persons of working age) has a strong desire
to own and develop homes.

- Rapid urbanization raises the need for steel in the development of houses and
infrastructure.

- The living region influences the sorts of items consumed, particularly galvanized
steel. The South has a stronger demand for galvanized steel sheets than the North.

2.4. Technological

Hoa Phat produces steel from iron ore according to 100% closed circulating blast
furnace technology. All exhaust gas, dust, heat and production water will be
collected, treated and reused in the production stages, not released into the
environment.

In particular, the residual heat generated in the coke coal-smelting process is

utilized to operate the generator, helping to be autonomous from 50-70% of the
power produced, saving hundreds of billions of dong per year, and at the same time
reducing consumption. electricity, better environmental protection.
On the other hand, blast furnace slag in the iron smelting process is processed into
finely ground blast furnace granules, used as construction materials, and
thoroughly treated solid waste in the steelmaking process.

3. Competitive analysis

“The five forces framework was coined by Harvard Business School Professor
Michael Porter and was published for the first time in the Harvard Business
Review in 1979. The five forces framework is an influential and straightforward
tool for the identification of certain powers in line with a particular business
situation by using the outside-in perspective” (Johnson, Scholes, & Whittington,
2008).

Five force in Hoa Phat

3.1. Competitive rivalry

The Australian market plays a very important role in the export of steel in general
and Hoa Phat Group in particular. Export turnover of related industries from
Vietnam to Australia such as: iron and steel products increased by 12.15%, iron
and steel of all kinds increased by 78.14%. HPG is a very large steel export partner
to the Australian market, especially the export of construction steel and high-
quality steel is 966 million USD, accounting for 95.2% of the export value.

On the other hand, in Australia's market, the steel business faces fierce
competition. Hoa Phat is facing many obstacles when it is not the only exporter to
the Australian market but also has big players in the industry such as Russia,
China,... Not only facing supply quantity, but Hoa Phat also faces competitors in
price. The first reason for the increase in steel prices is that China accounts for
60% of global crude steel production. The factors that are dominating this market
and affecting global steel prices include tightening steel supply in line with the
Chinese government's pollution control policy; increased steel consumption
demand due to the country's economic recovery; and tightening steel supply in line
with the Chinese government's pollution control policy.

3.2. Threat of new entrants

In the steel business, the Hoa Phat Group faces several challenges. One of the
challenges HPG faces is the inflow of newcomers. To begin with, there are some
newbies, such as international companies that have lately invested in Australia
like: BlueScope Steel Limited, Fortescue Metals Group, Coronado Global
Resources Inc., Minmetan (Australia), and others are among the international
investors... The steel sector, on the other hand, demands a large amount of capital
and high technical expertise, finding it challenging for many small businesses to
participate. Only HPG and HSG can sustain a healthy profit while other firms'
profits decline. In a highly competitive market, price takes priority above quality.
Those organizations that have a well-known brand name, a high market share, and
tight cost management can exist. As a result, new entrants have put pressure on
HPG in the steel business, albeit not to a significant degree.

3.3. Bargaining power of suppliers

Some features of Hoa Phat Group could be face up with the market supplier:
Because raw materials are so homogeneous, differentiation is nearly impossible.
Changing suppliers is not expensive since the raw materials are not differentiated.
The market for these raw resources is extremely consolidated, with the top
companies collecting roughly 7% of worldwide iron ore export, according to HPG.
HPG gets its raw materials from a variety of nations, including iron ore from
Brazil, South Africa, Australia, Ukraine, and India, and coking coal from China,
Russia, Australia, and New Zealand. Domestic iron ore providers are extremely
reliant on HPG because export is restricted; as a result, they have little negotiating
leverage with HPG (around 20% cheaper than import price).

Global suppliers: In 2019, the top 15 nations bought 93.6% of all iron imports. As
a result, HPG does not account for a major amount of the suppliers' revenue. The
oligopoly danger is fairly significant due to the high market concentration and
large market strength of HPG's suppliers. Although BOF's input cannot be
swapped for EAF's and vice versa, BOF's input can be substituted for EAF's.

3.4. Bargaining power of customers

HPG exclusively works with tier-1 agents, and the small number of these agents
demonstrates their focus on selling their products; they provide these agents in
large quantities. Furthermore, HPG's products make up the majority of the input
for tier-1 agencies, and they rely heavily on HGP's steel. HPG's steel products
exceed stringent criteria imposed by foreign nations such as the United States,
Canada, South Korea, and others, thanks to world-class technology and
professional supervision. Australia is the world's largest supplier of iron ore, with
high-quality ore suited for blast furnace steel manufacturing. Hoa Phat formed a
relationship with Australia's top four iron ore suppliers at the end of 2017 to ensure
a steady and long-term supply of iron ore for its steel factories.

3.5. Threats of substitutes goods

It is incorrect to believe that imports are or could be a permanent substitute for a

local steel sector; in reality, they complement each other, and the loss of either
would be detrimental to Australia's national interests. The following are some of
the potential risks of not having a local steel industry:

- The domestic supply alternative is being replaced with longer, riskier (and
potentially more expensive) supply chain.

- An improper distribution of Australia's economic capacity and potential

- Lost revenue development opportunities

4. Current marketing strategy and marketing-mix.

4.1. Marketing strategy

a. Segmentation

Hoa Phat provides a variety of purchasing methods for customers to easily access
products. Customers can choose to buy online, which is Hoa Phat's official
website, or buy from distributors and retailers. The segmentation of sales forms
helps Hoa Phat reach a variety of customers.

Besides, large projects needing investment can start a contract with Hoa Phat at
any time and place, the group always has a professional team working at full
capacity.

b. Target market
Not only providing products for housing projects, Hoa Phat targets large markets
such as bridges and roads, construction of industrial parks and factories, seaports,
roads, construction of railways, .. to increase output. distributes its steel.

In addition, international expansion projects are always focused on by the group.

Every year, the output of steel exported to the world is constantly increasing, not
only the Southeast Asian market, Hoa Phat still expands to the whole of Asia,
constantly striving to become an international brand.

c. Positioning

As the largest steel distributor in the country, Hoa Phat's goal has always been
"Harmony for Joint Development", the corporation always strives to produce the
best quality products to bring a great experience to users. .

Hoa Phat has always positioned itself as a pioneer in the field of steel production,
constantly focusing on and improving product quality, building a smart business
strategy, creating a unique feature of Hoa Phat steel products without any which
products can be compared.

4.2. Marketing-mix

a. Products:

Hoa Phat Steel is currently one of the enterprises specializing in providing box
steel, pipe steel, industrial steel with quality standards and is trusted by many
customers.

With advanced and modern technology and production lines, the products
manufactured by the company satisfy customers as well as improve the life span of
construction works.

Some products of Hoa Phat steel are chosen by customers to use the most:

- Hoa Phat steel box: has high strength and hardness

- Hoa Phat steel pipe: used to make water pipes in fire prevention or as water
pipes in high-rise buildings....
- Construction steel: is the type of steel that is considered to bring the best
economic profit to Hoa Phat.

Compared with other construction steels, Hoa Phat steel has high strength, can
withstand many natural conditions and does not leak.
b. Promotion:

Although Hoa Phat is the largest steel distributor in the country, Hoa Phat is
constantly developing investment projects. Besides small and retail customers, Hoa
Phat aims to invest in large projects across the country such as real estate, bridges
and roads, supermarkets, factories, companies,...

The company also conducts many marketing activities throughout, has more
promotions for customers, gives year-end gratitude gifts to customers and
partners,...

When advising customers, the company's employees always appreciate the

company's products, have a good understanding of the products so that they can
give customers the clearest understanding of Hoa Phat's products.

c. Price

Hoa Phat is always committed to bringing consumers the most reasonable price so
that it can bring the best quality steel bars to every family across the country.

Thanks to the large production scale and synchronization system from input
materials to finished products, Hoa Phat Steel ensures price competitiveness
compared to other iron and steel brands. Therefore, the use of this steel will help
you save a lot of costs while still ensuring the quality of the work.

d. Place:

Hoa Phat has a network of agents spread across the country, with the uniform
development of agents and methodical business methods, which has enhanced
competitiveness and increased the company's market share in different regions.
market.

In Vietnam, Hoa Phat has many steel factories in large industrial zones, ensuring a
large amount of steel for all projects and exporting to neighboring countries.

II. Opportunity analysis

1. Strengths:

- Strong domestic market position in a variety of industries, with a wide range

of products.
 - A market leader in the steel segment due to the closed production cycle from
iron ore processing, coking coal, iron smelting to finished products of steel
billet and steel becomes a competitive advantage.
- Economies of scale are achieved by large-scale production capabilities.
- Low manufacturing costs thanks to BOF technology, as well as a completely
integrated value chain with HRC manufacture in-house.
- High-quality items using cutting-edge technology.
- Customer relationships that are close and long-standing (Tier-1 agents).
- Due to increased capacity, great operational efficiency and asset turnover are
achieved.
- In the domestic market, Hoa Phat have the best operational cash flow.
- Good working connections with the local government
- Cargo vehicles do not use containers, so they are not affected by the
increased freight. Currently, the price of shipping containers is 8-10 times
higher than in October 2020 and earlier, strongly affecting the profits of
export industries, but the transportation of ore and steel does not use
containers and types of ships are easy to find. than. Hoa Phat is a self-
sufficient enterprise with 2 ships with a tonnage of 90,000 tons/vessel.
- Hoa Phat construction steel has been exported to 20 countries in Asia,
America, Africa and Oceania. The largest export markets include Canada,
Australia, Hong Kong, Japan, Korea, Cambodia,...
- Hoa Phat is the owner of the Roper Valley iron ore project with an estimated
reserve of 320 million tons and a mining capacity of 4 million tons/year.

2. Weakness:

- Iron ore - the key raw material – is acquired from outside the country, and
the country has a limited international presence (90% of steel production
volume is used domestically, with just 10% exported).
- Steel mills must invest a lot of capital (DQSC).
- Short-term and long-term debts are on an increasing trajectory, which may
put pressure on financial health.
- ROE is dropping owing to large investments in DQSC.
- Inventories soar.
- The affiliate company is losing money for many years

3. Opportunity

- The government is speeding up the implementation of public investment

projects in the localities that will contribute to boosting steel consumption.
 - Experts predict that the steel industry will have a positive outlook in 2022,
steel demand will increase by 3-5% with the expectation of macroeconomic
recovery, a strong wave of investment in infrastructure.
- Housing projects are also being promoted.
- The implementation of trade agreements and the removal of a series of
tariffs for the Australian market will help Hoa Phat easily expand its export
market.
- The import of raw materials from countries in the bloc that have signed
FTAs, including Australia, will also help Hoa Phat benefit from the price.
- China is Australia's largest trading partner, supplying heavy industry
products such as steel, aluminum, cement and other chemicals. However,
currently China is restricting steel production and exports due to the
government's environmental protection policy, so Vietnam's Hoa Phat Group
can benefit more from this event.
- In AUSTRALIA, the steel industry is weakening due to high production
costs, high energy costs, strong AU dollar, high domestic transport costs and
lack of new investment. Besides, the price of imported steel from outside is
cheaper, this will be a good opportunity for Hoa Phat to become a potential
partner of Australia.
- Australian markets are among the most open, and therefore the most
competitive in the world. There are minimal to no tariffs on imported goods,
which makes it a very attractive market for exporters.

4. Threat

- Australia is one of the most open and competitive markets in the world.
Therefore, when entering the Australian market, Hoa Phat also has to
compete fiercely with many other companies in terms of both price and
quality.
- Vietnamese steel is forced to impose anti-dumping duties on foreign markets
such as India, Canada,... this also affects the decision to cooperate with Hoa
Phat Steel in Australia.
- Resources and raw materials for steel production are increasingly scarce and
prices are rising. This makes Hoa Phat's price and quality competition level
with other worldwide competitors in the Australian market to increase.
- Fuel and energy prices for production also increased due to scarcity and the
impact of the Covid-19 pandemic.
 - The high-quality raw materials needed to make steel are increasingly
showing signs of being depleted. Enterprises began to use low-quality raw
materials sources, which caused serious impacts on the environment. So
governments can raise environmental taxes. This will threaten the revenue of
the business.

III. Objective & Goals

1. Goals

After becoming the largest steel producer in Southeast Asia, Hoa Phat Group
is aiming to strengthen its position and gradually move on a multi-industry
path, affirming its position in the international market with a plan to start
construction on a blast furnace of VND 85 trillion ($3.7 billion) in early
2022.

2. Objective

In 2021, Hoa Phat Steel Sheet Company Ltd will promote exports with the
goal of increasing the coverage of Hoa Phat corrugated iron products to
major markets in the world such as the US, Mexico, EU countries, the UK
and the Southeast Asian region.

Continued research to invest in buying some new iron mines in Australia, in

order to ensure a long-term supply of at least 50% of the Group's iron ore
demand (equivalent to 10 million tons/year).

Part 3: Marketing Plan

1. Marketing Strategy

Segmentation, targeting, and positioning are at the heart of Hoa Phat Group's
marketing programs. Because no company or product can be everything to
everyone, segmentation, targeting, and positioning are necessary. The following
stages are included in Hoa Phat Group segmentation targeting and positioning
initiatives:

Segmentation:
In Australia, they have an array of channels to market, including direct selling to
end-use customers in diverse markets and via steel distributors. End-uses for the
products they sell in Australian domestic markets are diverse.

Projects segment: Large buildings projects such as government, FDI, large private
domestic investment-related projects (large building contractors, building
subcontractors, project owners, small building contractors). The Hoa Phat Group
will supply a variety of infrastructure projects around the country, including large
metro rail projects, airports, seaports, motorways, refineries, and power plants,
among others.

Retailers segment: Retailers are an essential distribution channel for the Hoa Phat
Group. In addition to Hoa Phat Group's distribution network of Branch Sales
Offices, Stockyards, Marketing Contact Officers (MCOs), and Consignment Sales
Agents, this channel serves as a distribution channel (CSAs).

Target Market:

The building, infrastructure, and manufacturing industries in Australia rely heavily

on steel. It has shaped the image of this great country through bridges, highways,
and stadiums. Therefore, Hoa Phat Group will focus on developing in this potential
market.

Positioning:

For a customer who does not understand the internal steelmaking technique too
well, positioning the brand and creating a difference is an important factor. Hoa
Phat Group's slogan is cooperation and development. This slogan of Hoa Phat
Group has shown that they are always ready to listen and want to cooperate so that
both they and their customers bring good value to each other. This has supported
their position in the Australian market that they always appreciate the opportunity
to cooperate with their partners as well as want to develop together to become the
leading licensed distributor in the Australian market.

2. Marketing Mix

2.1. Product Strategy:

Steel is a heavy industry that plays a key role for many constructions and at the
same time develops the economy. Hoa Phat is no exception when this business is at
the top in the domestic and international steel distribution business and especially
Australia is a big business partner of Hoa Phat when Australia is the cradle of steel
ore production... Moreover, a local steel sector is critical to Australia. It provides
considerable economic and strategic benefits, as well as a flexible supply chain that
can provide high-quality items for large infrastructure and construction projects.

● Construction steel

Hoa Phat uses 100% closed circulation blast furnace technology to create steel
from iron ore. In the manufacturing phases, all exhaust gas, dust, heat, and
production water will be collected, treated, and reused rather than discharged into
the environment. The residual heat created during coke smelting is utilized to
power generators, allowing 50-70 % produced to be controlled. Hoa Phat
construction steel is consistently praised for its quality, due to closed circulation
technology from ores and advanced equipment lines from G7 nations. The steel has
been carefully cleansed of impurities, and there are nearly no dangerous substances
remaining.

● Steel pipe

Hoa Phat steel pipe is equipped with cutting-edge technological lines and high
levels of automation from Germany, Italy, Taiwan, and other countries. Pickling,
cutting, de-icing, bending of welded profiles, plating (with hot-dip galvanizing
pipes), and cooling or anti-rust oil coating are the 5-essential processes in the
production of steel pipes (for welded black steel pipes and tubes). steel pipes of
considerable size). All phases of manufacturing are heavily automated.

● Color coated steel sheet – galvanized

Not only producing specialized steel, Hoa Phat also takes the lead in the
production of aluminum, plating, zinc...

2.2. Pricing Strategy:

The decrease in cost and rate of reduction represent the degree of logical,
economical, and efficient use of raw resources, and the minimization of production
and business costs in order to cut the cost of goods is critical to the business.
materials, machines, and technological devices. Hoa Phat Steel Company has a
large-scale industrial production that includes multiple workshops with distinct and
continuous manufacturing processes. Products are manufactured over a lengthy
period of time and in a great number of different sorts and designs. Because of the
unique nature of this manufacturing technique, cutting product prices to boost
competitiveness is critical in the business world, particularly in the worldwide
market - the Australian market.

Because competition and market changes require businesses to change, adjusting

prices to suit the market can follow the following strategies: geographical pricing,
discounting and price reduction, promotional pricing, cooperation with 3rd parties
to increase promotions to increase revenue... Above all, these are basic strategies
that Hoa Phat can apply and implement marketing business strategies.

Australia is a fertile market with many iron ore mines and is the leading iron and
steel import market of Hoa Phat. Therefore, in order to promote sales and steel
output sold, Hoa Phat should focus on cooperating with many construction
enterprises in Australia to increase market share in this country. Moreover, it is
possible to cooperate with the government to offer the best incentives for mutual
benefit. Steel plays a very important role in construction. The introduction of
marketing campaigns for the construction industry will be an opportunity to
discount steel prices given the average price stability of heavy industry in general,
Hoa Phat said. own as well as bring many benefits to the Australian market

2.3. Promotion Strategy:

Hoa Phat must expose its products to clients and consumers through product
marketing and advertising, as well as the company's image.
● Participate actively in fairs and exhibits to expose Hoa Phat products to
clients.
Trade shows are used to acquire and sell items, sign contracts, and build
partnerships between businesses, distributors, and agents. Trade shows are used not
only to exhibit a well-organized firm - to build a strong reputation, public image,
and present new items - but also to supply products to clients at standard prices.
 ● Implementing an international advertising strategy entails the following
steps:
Hoa Phat must devise a strategy for advertising spending. To introduce Hoa Phat's
products and images to the Australian market, the company can use various forms
of advertising such as newspapers, magazines, television, or a combination of these
media, and the advertising content must be concise, authentic, and easy to
understand, highlighting the differences between Hoa Phat's products and those of
other manufacturers.
● Personal Selling:
Selling is people-to-people marketing. Personnel preparedness determines whether
a project succeeds or fails. The manner of providing for the Australian market is
mainly reliant on papers and data. Sales personnel always carry certain papers with
them to rapidly answer clients' inquiries, offer product information to consumers,
and take orders. Furthermore, Hoa Phat's sales team must be constantly concerned
with preserving and increasing the company's reputation among customers and the
general public.
● Sales Promotion:
Catalogs, samples, and brochures, as well as point-of-sale materials, are examples
of promotional tools.
- Catalog: the objectives that the catalog must achieve:
+ Attract readers by using beautiful colors, decent printing, and easy-to-understand
text.
+ Samples: to help buyers understand and avoid confusion while buying,
particularly concerning the kind and size of the goods.
- Company published magazine
Edited and published by the company to inform internal and external customers
about the company's activities such as the success of agents and distributors,
marketing ideas, company news, contest results with prizes, employee rewards,
and product information…
+ Films and videos used to introduce the company and its products to customers,
agents, and distributors.

2.4. Place strategy:

 ● Creating a chain of outlets to launch products, agents to sell Hoa Phat
products in Australia to ensure rapid delivery time, tight customer
connections, and a foundation for the creation of Hoa Phat products. In the
Australian market, there is a distribution channel system.
● Participating in market research programs to investigate the market and
discover direct consumers, so improving the share of exports
● Building Hoa Phat's consumer image through solid connections with
partners to expose the company's products to Australian customers.
Simultaneously, establish a plan to promote Hoa Phat's image, product
quality, and manufacturing capacity through a chain of retailers presenting
Hoa Phat's products in Australia.

3. Action Programmer

Period N Time Note Chi phí

o Schedule
Campai 1 2023/1/1- Looking for construction Tìm kiếm dự án: xây
gn runs 2023/12/31 projects (houses, market,...) for nhà, cầu đường,
through investment chung cư, siêu thị,...
out the - 2 tỷ
year

2 2023/1/1- - Build an official website in - Tạo website:

2023/12/31 Australia - Chạy quảng cáo: gg
- Make advertising content ads, banner,...: 5 tỷ
3 2023/1/1- Run ads on construction
2023/12/31 materials websites in Australia
4 2023/1/1- - Find a materials company in Liên hợp với các tập
2023/12/31 Australia (such as brick, tile, đoàn vật liệu xây
wall paint, ...) dựng
- Sign contracts with these
companies to bid for works
 5 2023/1/1- Project to transfer ore mines in Thu mua thêm Mỏ
2023/12/31 Australia quặng ~
30 000 tỷ
6 2023/1/1- Hire more material warehouse to Thuê địa điểm: đưa
2023/12/31 transport steel from Vietnam to thép từ VN sang
Australia - Chi phí vận chuyển
- Thuê kho
- Lưu kho
- Phát sinh
7 2023/1/1- Search for a location, plan to Xây xưởng gia công,
2023/12/31 build a factory sản xuất thép:
8 2023/1/1- - Open showroom to introduce - Mở showroom
2023/12/31 steel quality
- Participate in trade fairs,
investment and construction
programs
9 2023/1/1- Donate to the environmental
2023/12/31 protection fund to increase
awareness
The 1st January - Established official website:
quarter www.hoaphat.com.au
(Jan./ - Website design: Hoa Phat's
2023- logo, slogan, products, address
March/ in Australia...
2023) - Run ads on construction, real
estate, bidding,...
- Search for construction
projects: houses, factories, road
and bridge works...
- Prepare cooperation projects
with construction material
corporations
February - Continue running ads
- Searching for construction
material companies: tile,
 corrugated iron, paint, brick,...
+ Meet and negotiate
+ Proposing cooperation and
consortium projects
- Search for ore mines
March - Continue running ads
- Signing a construction material
joint venture
- Proposing a project to buy ore
mines
- Rent a place to store materials
transported from Vietnam
The 2 April - Promote advertising
nd - Complete ore mine project
quarter planning
(April/ - Search distribution stores
2023-
June/
2023)
May - Website development
- Development of advertising:
LED
- Building a welfare project to
increase awareness
June - Maintain advertising on
websites, LED, television.
- Open showroom to introduce
steel quality
The 3 rd July - Strengthening agent
quarter distribution expansion
(July/ - Promote the plan to buy ore
2023- mines
Sep./
2023)
August - Build the first steel factory
 - Publish company magazine
September Continue to seek cooperation
from many large material
corporations
The 4 th October - Planning to make year-end
quarter gifts for customers
(Oct./ - Advertise the factory in the
2023- media
Dec./
2023)
November - Maintain advertising on
websites, LED, TV
December Ending party: gratitude to - tri ân khách hàng
customers and partners in the và đối tác trong 1
year năm

4. Projected marketing budget

According to the forum "Construction prices", in the second quarter of 2020, Hoa
Phat Corporation (HPG) recorded positive business results. Revenue in the period
reached 20,694 billion dong, up 35% compared to the same period in 2019. In
particular, profit after tax reached 2,756 billion dong, 34% higher than the same
period last year and the quarter with the highest profit in history coming soon to
30. year of Hoa Phat. Steel sector continues to play the biggest role in driving
growth for the company. These are extremely successful results and the
achievement of the marketing process.
A 2010 Council of Marketing Directors (CMO) report indicated that 16% of
businesses spend 5-6% of their revenue on Marketing, so we estimate a quarterly
marketing budget of VND 250 billion 5% of revenue, about VND 1000
billion/year. Hence this table is the projected marketing budget for 2023.
 Events / Campaign Budget Cost

Marketing Research 200 billion VND 200 billion VND

Website (through
50 billion VND
Online Marketing Google Ads) 110 billion VND
Television 60 billion VND

Showroom 200 billion VND

Led screens in public

40 billion VND
places

Offline Marketing Trade fairs 90 billion VND

420 billion VND
Investment and
80 billion VND
construction programs

Publish company
10 billion VND
magazine

Hire more material

warehouse to
80 billion VND
transport steel from
Vietnam to Australia
Operation
Shipping expenses 40 billion VND 250 billion VND

Depreciation expenses 20 billion VND

Wage and salary

110 billion VND
expense
Charity 10 billion VND

Others Ending Party 5 billion VND 20 billion VND

Gifts 5 billion VND

Total 1000 billion VND
Part 4: Conclusion

To expand and transform Vietnam's steel industry into one of the leading
industries, each firm must strive and perfect itself. Hoa Phat, being one of the firms
in Vietnam's steel sector, has the common qualities of the steel industry while also
having its unique traits. Hoa Phat has accomplished several accomplishments,
including a continual increase in export turnover, an increase in the next year over
the preceding year, an increase in product designs and categories, and certain items
establishing specific positions in international markets. large school

The thesis offers a marketing plan for Hoa Phat steel in the Australian market
based on the theoretical foundation of the enterprise's marketing strategy:

- Creating a marketing strategy entails creating a proper, balanced, and integrated

plan for the company's product strategy, price strategy, distribution strategy, and
promotion strategy.

- Goal setting, state assessment, strategy creation, strategic plan preparation and
execution, plan review and control are all steps in the marketing strategy
development process. On that basis, the thesis evaluates Hoa Phat's marketing
condition, increases competitiveness, and provides advantages to enterprises.

Part 5: References

Using APA referencing

1. Our industry - ASI. (2021, May). Retrieved January 6, 2022, from

https://www.steel.org.au/about-us/our-industry/
2. Australia Exports of Iron & Steel | 2022 Data | 2023 Forecast | 1988-2021
Historical. Tradingeconomics.com. (2022). Retrieved 6 January 2022, from
https://tradingeconomics.com/australia/exports-of-iron-steel.
3. Australian steel industry: worth fighting for | Engineers Australia.
Engineersaustralia.org.au. (2022). Retrieved 6 January 2022, from
https://www.engineersaustralia.org.au/News/australian-steel-industry-worth-
fighting.
4. IBISWorld - Industry Market Research, Reports, and Statistics.
Ibisworld.com. (2021). Retrieved 6 January 2022, from
https://www.ibisworld.com/au/industry/iron-smelting-steel-manufacturing/
222/.
5. Selling steel: do you need positioning for that?. Linkedin.com. (2020).
Retrieved 6 January 2022, from https://www.linkedin.com/pulse/selling-
steel-do-you-need-positioning-jor%C4%97-astrauskait%C4%97/?
articleId=6686285250017980416.
6. Steel market and SSAB’s position. SSAB. Retrieved 4 January 2022, from
https://www.ssab.com/company/about-ssab/operating-environment/steel-
market-and-ssabs-position.
7. Hoa Phat construction steel’s market share increases to 32%. HoaPhat.
(2020). Retrieved 2 January 2022, from
https://www.hoaphat.com.vn/news/hoa-phat-construction-steel--s-market-
share-increases-to-32.html.
8. Quan tri chien luoc Hoa Phat. Retrieved May 2021, from
https://123docz.net//document/4995831-quan-tri-chien-luoc-hoa-phat.htm
9. Cong Ty TNHH Hoa Phat ghi nhan ket qua marketing Quy II/2020.
Retrieved 2 April 2021, from https://giaxaydung.vn/threads/cong-ty-tnhh-
hoa-phat-ghi-nhan-ket-qua-marketing-quy-ii-2020-o-hcm.107773/
10. Hoa Phat Group JSC Fundamental Company Report Including Financial,
SWOT, Competitors and Industry Analysis. Retrieved January 2022 from
https://marketpublishers.com/r/H6C6D03F3EDIEN.html
11.Hoa Phat Group. Retrieved 26 April 2021 from
https://masvn.com/api/attachment/file/1619490854751-EN_HPG_Update-
FY21_TradingBuy_MAS_26042021VN_ed_S.pdf
12.Report HPG. Retrieved September 2008 from
https://www.academia.edu/32264921/Report_HPG
13.ASX Steel Companies | Full List | Updated Daily. Listcorp.com. (2022).
Retrieved 6 January 2022, from
https://www.listcorp.com/asx/sectors/materials/materials/metals-mining/
steel
14.Hoa Phat Group - Introduction. HoaPhat. (2022). Retrieved 25 December
2021, from https://www.hoaphat.com.vn/introduce.
15.25 năm Ống thép Hòa Phát: Khẳng định vị thế số 1 Việt Nam, hướng đến
mục tiêu 1,25 triệu tấn/năm và thị phần 35%. HoaPhat. (2022). Retrieved 4
January 2022, from https://www.hoaphat.com.vn/tin-tuc/25-nam-ong-thep-
hoa-phat-khang-dinh-vi-the-so-1-viet-nam-huong-den-muc-tieu-1-25-trieu-
tan-nam-va-thi-phan-35.html.
16.Chiến lược Marketing của Hòa Phát - Thương hiệu dẫn đầu Việt Nam.
MarketingAI. (2022). Retrieved 24 December 2021, from
 https://marketingai.vn/dat-thi-phan-lon-tai-viet-nam-tu-su-thanh-cong-chien-
luoc-marketing-cua-hoa-phat/.
17.Hoa Phat Group provides high-quality coiled steel for screws production,
replacing imported goods. HoaPhat. (2022). Retrieved 5 January 2022, from
https://www.hoaphat.com.vn/news/hoa-phat-group-provides-high-quality-
coiled-steel-for-screws-production-replacing-imported-goods.html.
18.Thị trường Úc 'hút' hàng vật liệu xây dựng, sản phẩm nội thất. Vnbusiness.
(2022). Retrieved 8 January 2022, from https://vnbusiness.vn/thi-truong/thi-
truong-uc-hut-hang-vat-lieu-xay-dung-san-pham-noi-that-1077899.html.
19.Marketing strategy of Hoa Phat. Retrieved 2019, from
https://www.studocu.com/vn/document/dai-hoc-kinh-te-quoc-dan/marketing
-essential/marketing-strategy-of-hoa-phat/3746249
20. Affirming the position of the leading industrial group in Vietnam,

Retrieved July 2021, from

https://file.hoaphat.com.vn/hoaphat-com-vn/2021/07/corporate-profile.pdf

Part 6: Individual Distribution

Name Student Tasks Individual

ID distribution
Phạm Thị Như Hảo 18071078 Part 2: I.(2.1,3)
Part 3: 3
Executive Summary
Ngô Diễm Quỳnh Part 1
Part 2: I.(2.4), II.(3,4)
Part 3: 1
Nguyễn Yến My 20070065 Part 2: I.(2.3),II.(1,2)
Part 3: 2.3,2.4
Part 4
Trần Thế Khôi 18071123 Part 2: I.(1,3)
 Part 3: 2.1,2.2
Nguyễn Hương Nguyên 18071182 Part 2: I.(2.2)
Part 2: III
Part 3: 4