Faculty of Business, Economics & Accounting

Department of Business Studies

HELP Bachelor of Business (Hons) Year 2

INDIVIDUAL ASSIGNMENT

Vietnam National University, Hanoi

September 2022 Semester

Subject: MKT 207

Product Management

Subject Convener: Ms. Kimberley Yeoh

Telephone : +603-7849 3000
Email: kimberley.yeoh@help.edu.my

13 Pages including the Cover Page

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 Assignment Cover Sheet
Student Information Grade/Marks
Name: Le Nguyen Manh Tu ID: 20071051

Module/Subject Information Office

Acknowledgement
Module/Subject Code MKT 207

Module/Subject Name Product Management

Lecturer/Tutor/Facilitator Dr Nguyen Thi Hong Hanh

Due Date October 14, 2022

Assignment Title/Topic Eco-friendly product management in Viet

Nam
Date/Time
Intake (where applicable)

Word Count 3099

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Abstract
In addition to providing an introduction of product management in paper cups at
VietCup, this study presents a model that incorporates organizational inputs,
effectiveness-enhancing results, and eco-friendly product creation methodologies. It
provides an overview of the introduction, development, and deployment of the product
manager position. We conducted a field study with interviews and in-depth analysis
across different firms globally to gain a thorough understanding of the paper cup manager
function and its success criteria. The industry survey and evaluation of the suggested
solutions that resulted from this research and technical study are the innovative aspects.
We discovered that when a consistent and powerful product management function
becomes more institutionalized, the success rate of projects in terms of schedule
predictability, quality, and project duration increases.
Introduction
One of the key forces behind environmental protection in western and asian countries
has been the purposeful transition to environmentally friendly behaviors. Although there
has been progress, there are still daily unsustainable habits that, unbeknownst to most
people, often have significant negative effects on the environment. One such illustration
is the enormous quantities of single-use (disposable) paper cups that are used and
discarded each day. In the first part of the 20th century, disposable cups were developed
to promote public health (by replacing unhygienic shared drinking cups near public water
fountains) (Potting and van der Harst, 2015; Woods and Bakshi, 2014). Since then, they
have spread throughout every aspect of society (Potting and van der Harst, 2015),
especially in the cafés and coffee shops sector, which is one of the most thriving in
Europe (9% market growth), with the United Kingdom (UK) being the world's largest
coffee market (Allegra World Coffee, 2017). Nearly half of all coffees and hot drinks are
currently purchased in the UK as takeout, generally in disposable (single use) paper cups,
which is one of the key factors causing this development (House of Commons, 2018a).

In Vietnam, consumers are becoming more aware of how their product choices may
affect the environment, especially those who fall under the Millennial and Generation Z
categories. The majority of plastics, including PE, take a mixture of lengthy processes to
totally break down in the environment, including photodegradation, thermo-oxidative
degradation, oxo-biodegradation, and hydrolytic degradation (Webb et al. 2013). In order
to replace fossil-based plastics with more sustainably sourced and environmentally friendly
alternatives, consumers, brand owners, governments, and businesses have turned their
attention to the common single-use OOH paper coffee cup coated with PE (Chaudhuri
2018). This has forced producers and brand owners to reconsider paper coffee cup end-of-
life solutions, such as collection, separation, and recycling of the various cup
components.The research aims at answering four research parts as follows:

1. Paper cups at VietCup

2. A detailed analysis on VietCup’s paper cups
3. VietCup’ competition
4. VietCup’ competitor analysis

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 HUY LINH DEVELOPMENT AND INVESTMENT COMPANY LIMITED As a
multi-disciplinary business enterprise with a long history of 18 years of operation,
mentioning Huy Linh cannot fail to mention the successes in many business fields,
typically: HUYLINH Design - a media and design company. graphics, I-fresh fast food
restaurant chain, Vietcup sales room system providing paper cups nationwide, …

Vietcup has been and will continue to strive for improvement in every product, as well
as machine lines and each manufacturing stage, with the goal of becoming the top paper
cup brand in Vietnam, specializing in offering safe and ecologically friendly products. It is
impossible to ignore the trust that customers have in Vietcup in order to succeed in the
competitive paper cup market as it currently stands, in addition to its commitment to
standard product standards when they are marketed and the values of conscience and work
ethic that are regarded as "guidelines" in our corporate culture.

The lifecycle of the paper cup is as follows…

Table 1. Paper cup sizes, amounts, types and prices at VietCup

1 PE Coated Cups 2 PE Coated Cups Prices (USD)

3.5 oz/105 mL cup, 4.5g x 0.014

6 oz/180mL cup, 6g x x 0.0165-0.033

7oz/210mL, 6.5g x 0.017

8 oz/250 mL cup, 11 g x x 0.03-0.044

10 oz/300 mL cup, 11.5 g x 0.044

12 oz/350 mL cup, 12 g xx 0.04-0.055

14 oz/420mL cup, 13g x 0.043

16 oz/450 mL cup, 14 g x xx 0.043/0.06

22 oz/720 mL cup, 23g x 0.06

32 oz/960 mL cup, 32g xx 0.067-0.095

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Table 2. End products at VietCup

Price Intensively affordable

Distribution Relatively distributed

Promotion Mass promotion

Purchasing Behavior Frequently purchased

Vision: By combining multi-functional operations with market economic conditions,
we will successfully implement the maxim "No difficult customers - only unprofessional
suppliers" in order to become a leading multi-industry company in Vietnam and a
professional supplier in the region within the next ten years.
Mission:
• To create a good, civilized, and safe Vietnam while raising the intellectual
standing of the Vietnamese people in the eyes of foreign allies.
keeping consumers' health safe
• Cut back on plastic waste to safeguard the environment.
• Offer customers products of the highest caliber.
Core values:
* Professionalism
- Professional in business and development direction, adding value to every product and
providing consumers with outstanding use value;
- Professional in production and business activities, using management systems,
interactive processes, and skilled workers at every level;

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 - Professional in dealing with clients, business partners, shareholders, and coworkers.
* Sharing
- Share values and prospects for future career growth with employees.
- Share profits with partners, shareholders, and employees. balance the interests of profit,
the economy, and society
- Creating an ecologically sustainable environment

WHAT IS THE COMPETITION THAT VIETCUP HAS TO OVERCOMES ?

Table 3. VietCup competition
Competitive Definition Competitors Need Satisfied
Level

Product form Paper Cups https://lygiaybinhminh.com/ Environmental protection

https://hdpackaging.com.vn/ Variety of options
shaping and Promoting
the brand

Product Single Layer https://kleur.vn/ Paper cups only

category PE https://queenpack.com.vn/
Double Layer
PE

Generic Plastic cups https://baobihuynhat.com/ Personal needs

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 https://inlynhua.net/

Budget 0.03-0.07$
Table 4. Defining Competition Using Customer Segments
Market segments

Generic Enterprises / Schools / Small Household

Competitors Companies Universities businesses
UPCYCLED JAM x
JAR

REUSABLE MUG x
Plastic cup x x x

Convenient disposable cups are available everywhere these days, from grocery
stores to household stores to hospitals, restaurants, factories, etc., as the market for
necessities grows with endless models, designs, colors, etc. And it would be hard to
discuss disposable cups without mentioning their two "big brothers," paper and plastic,
which are ubiquitous. What makes these two handy disposable cups so "hot" then?
Modern paper cup designs ensure both hot and cold meals by being made from 100%
genuine virgin pulp and do not include any dangerous chemicals. The main benefit of
using paper cups is that they are single-use items. It has no negative effects on the user's
health and aids in preventing infectious infections.

Paper cups are available in a wide variety of sizes and shapes. Paper cups come in
small, medium, and big sizes that are useful for a variety of uses. When traveling or
going camping, this is the ideal companion. Paper cups are the ideal option if you don't
want to clean up after the party. Additionally, paper cups provide attendees or hosts of
events or meetings a feeling of sophistication and elegance.

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 Because the materials inside paper cups are simple to degrade and have no harmful
effects on the environment, using them helps safeguard the environment. Additionally,
paper cups are simple to recycle and reuse, making them ideal materials for regular use.
Depending on the tastes of each person, paper cups are always exquisitely created
with striking patterns. Additionally, placing your company logo on the cup is a great
method to market and establish your brand. These days, lovely paper cup models are also
"things" that may be checked in on social media. You can either get pre-printed mugs or
entirely design your own. There is no disputing the aesthetic appeal of paper cups.

FINANCIAL BENEFITS BEEN ENJOYED BY

SUSTAINABLE BUSINESSES
INCREASE LOYALTY : The advantage of the client is at the center of every
business decision and product development. In other words, the product and its use can
both improve the customer experience. Customer loyalty is produced via a superior
consumer experience. Eco-friendly products might benefit customers if businesses use
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them. Here, using paper cups for coffee will encourage people to have more faith. Most
clients will become close friends if companies are consistent. Sustainability ensures a
favorable corporate reputation for a company and improves it. The superior quality of
products is the only advantage for íts customers.
Green firms will benefit from growing environmental consciousness. People,
according to the poll, want to see more products that promote empowerment and
environmental protection. It is a great promise that so many customers understand their
part in sustainability. Businesses that show they care about the environment are more
likely to succeed. They have the power to improve their standing and draw in
ecologically sensitive clients.
Efficiency of lighting. natural foods. eco-friendly paper cups conservation of water.
Customers are interested to learn more details about green products. They are interested
in the specifics and history of each sustainability measure. The idea is that sustainable
products are receiving a lot of attention. People want to experience every aspect of a
green product, including its flavor and texture. Increased interaction is a business
opportunity to expand your brand. Customer satisfaction is more likely to increase if you
sell on a busy platform. Increased revenue and increased sales might result from satisfied
customers.
Customers purchase from trusted brands. Therefore, your main goal should be to
increase customer and brand trust. According to a report, 83% of people will suggest your
company to the general public if they believe in it. Additionally, 82% of clients are likely
to become devoted users of your product in the future. Paper cups can increase client
confidence because they are a sustainable product. Customers are more likely to spend
more when they are confident in the caliber of your goods. The key here is transparency.
The advantages of green products are generally known. Their trustworthiness makes
recommending products to clients simple. A more solid and stable reputation might result
from increased trust and confidence.
Businesses may reduce waste throughout the production process thanks to
sustainability, which also lowers the cost of garbage disposal. Utilizing fewer raw
materials and recycling waste goods are both possible manufacturing techniques.
Increasing efficiency and decreasing waste are two additional benefits of promoting the
use of electronic procedures. To reduce the usage of paper, checkout and inventory
procedures switch to digital ones. Green companies will support the philosophy of
eliminating waste in packaging. All packaging requirements need to be done in a
minimalistic manner. Because shipping costs are lower, shipping packaging has
environmental advantages for consumers. Waste minimization is the standard in eco-
friendly cafes and eateries, from acquiring materials to serving meals to clients. The
emphasis is shifted to bulk purchasing, effective storage, and reuse to decrease costs and
reduce waste. Products that have the least negative effects on the environment are
increasingly chosen. To relieve pressure on landfills, most environmentally conscious
firms use paper cups.
In addition to saving money, green advantages can increase sales over competing
ones. Continual sustainability education gives your green firm an advantage over rivals.
Green products will grow more appealing as more people come to realize their worth to
society. Many consumers today wish to contribute to the preservation of the environment.
Demand for goods with a sustainable footprint is rising. Currently, green business is
popular. Green branding has grown to be a potent marketing tactic for companies. The

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 use of paper cups in coffee shops is a major selling point for

customers.
The government promotes environmental protection through legislation. Customers
drive sustainable enterprises through their purchasing power. For a green firm, this marks
a significant turning point! If you recycle, compost, or repurpose trash headed for
landfills, you may be eligible for tax benefits. Additionally, using energy-efficient
equipment may increase the tax advantages available to your company. It costs money to
transport waste from your plant to a landfill. Even recycling programs and recyclers
might cost you money. However, you can reduce trash if you compost the waste or sell
the organic waste to fertilizer farms.
Green businesses benefit from greater stability. They don't need to worry as much
about the commercial world thanks to the majority of their items. Businesses that do not
adapt, however, are charged more. Businesses are under a lot of pressure to use
sustainable products. Customers, authorities, and the majority of environmental initiatives
monitor their commercial operations. The environmental attention is a significant plus for
green firms. Most financiers and investors take sustainability into account when
evaluating whether a business is feasible. They can attract investment more quickly if
their operations are in a healthy environment for green enterprises.
When paper cups are branded with your brand's emblem, marketing expenses are
lower, which effectively lowers the cost of electricity, water, and energy. You may
reduce your energy bills by using energy-efficient lighting. Your energy is conserved and
coffee is served more quickly with an effective coffee maker. Your processes will
become more efficient and cost-effective when they are digitalized. You may enhance
customer satisfaction while avoiding the expense of a dissatisfied client.

Brand marketing on paper cup goods is more sophisticated and effective than
advertising on TV, social media, newspapers, or billboards, and it also saves money.
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Paper cups are also relatively inexpensive, which helps firms cut expenses while boosting
profits.
Paper cups can be classified as either hot or cold, depending on their intended
function. Customers may now enjoy the distinctive flavor of the coffee cup wherever they
go thanks to the inner PE coated layer's improved ability to maintain heat and slow the
melting and loss of flavor of the paper cup.

Paper cups can be thrown away after use; no need to wash or clean. Help consumers
travel quickly and easily, without interrupting business, and without losing taste. suitable
for the sales model for clients who need to go quickly but yet desire a quality cup of
coffee.
SINGLE-USE PLASTIC CUPS
The use of plastic bags and other disposable plastic objects has become common in
people's daily lives due to its affordability and ease. Its disadvantage is that there could
be dangers, which could have negative effects on the environment and people's health.

Although they are composed of plastic instead of paper, heavy-duty plastic cups
perform similarly to single-use paper cups in terms of functionality. Paper cups do have
one advantage over plastic cups, though, and that is their resilience to heat. A paper cup
can endure temperatures of up to 100 °C. However, when such heat is poured into a
normal PET plastic cup, the body of the cup would very soon deform and dent. Plastic
cups predate paper cups by several decades, are widely used and have become ingrained
in many generations, therefore it is impossible to ignore their impact on the market for
basic utensils. However, since many people have opted for the "green lifestyle" and
shifted to using paper cups, the appeal of plastic cups has decreased up to this point.
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 During the pandemic, the production of plastic waste has increased worldwide, either
by the increase in packaging or use of PPEs by the population in general, such as masks. It
is important to keep in mind that each citizen is responsible for the waste they produce as
well as its disposal, and this improper disposal can cause or aggravate environmental
problems, such as in Table 5, which shows a post-used glove that was inadequately
disposed of on the sidewalk.

Table 5 Post-used glove inappropriately disposed of on the sidewalk, and (b) irregular
disposal of waste in a wasteland.
Huy Nhat – the #1 professional plastic cup manufacturing company in VN
Overcoming hundreds of other names on the market, Huy Nhat quickly became the leading
reputable plastic cup supplier in Vietnam. As a reliable partner chosen by hundreds of
customers, we are always committed to providing the best services to our customers.

• Quality products, beautiful printing

With a system of modern machinery, using modern printing technologies, Huy Nhat's
plastic cups always ensure quality. Print sharp, beautiful.

• The price of printing plastic cups is competitive compared to the market

When choosing a company that produces plastic cups, in addition to paying attention to
quality, what most people want to know is the price. Indeed, we always guarantee the best
for our customers. You can refer to the price list of plastic cups at Huy Nhat below.
• Always update the most popular beautiful plastic cup models
Huy Nhat's product line is very diverse in design, type and capacity, from pet cups, pp
cups, mica cups... for you to choose from. We always update the trending cup models on
the market. You can also refer to some of the most ordered cups at Huy Nhat recently.

• Professional door-to-door delivery service

Besides, choosing Huy Nhat packaging, you can also be assured of accompanying services
such as free logo design, door-to-door delivery. No matter where you are in this S-shaped
land, we always make sure your order will be delivered on time.
Pet cups or pet plastic bottles are highly appreciated for their aesthetics. If you are
wondering whether to use them or not, check out the quick reviews below!

+ ADVANTAGES:
– PET plastic cups and bottles have high transparency and gloss. With this feature, the
color of your drink will show up clearly and will look more attractive.

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In particular, with the characteristics of pet plastic, they are all hard, very firm in hand.
You can rest assured that the beverage container will not be deformed or distorted.

- Diverse in style, design and capacity, there are many choices for your drinks. Surely this
will be an effective business solution for your store.
+ DISADVANTAGES:
Despite possessing many outstanding advantages, PET plastic has one main limitation that
is not resistant to high temperatures. Therefore, they cannot hold hot items such as hot
coffee, hot milk, hot tea, etc.

Conclusion
Single-use paper cups are widely used in different venues, such as universities. These
results can be utilized in other venues as well, at least in Vietnam with similar waste
treatment methods available. Thus, the environmental burden related to single-use paper
cups could be reduced also outside VietCup. Further research is being performed in order
to obtain the whole picture of this study. The final results reveal that the PP reusable cup
is more circular to the PLA paper cup. As a suggestion, a reusable beverage cup system
could be good alternative to the current single-use beverage packaging system at Vietnam

Reference
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Zhu, Q., Sarkis, J., & Lai, K. H. (2012). Examining the effects of green supply chain
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Zhu, Q., Sarkis, J., Cordeiro, J. J., & Lai, K. H. (2008). Firm-level correlates of emergent
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