GROUP ASSIGNMENT

COVER SHEET
STUDENT DETAILS

Student Student ID num-

name: Trần Nguyễn Xuân Minh ber: 31211022307
Student Student ID num-
name: Hoàng Vĩnh Dương ber: 31211023583
Student Student ID num-
name: Lê Phương Uyên ber: 31211021717
Student Student ID num-
name: Phạm Thu Thủy ber: 31211022896
Student Student ID num-
name: Nguyễn Công Thành Nhân ber: 31211022549
Student Student ID num-
name: Issartel Axel ber: 22916075

UNIT AND TUTORIAL DETAILS

Unit num-
Unit name: Enterprise and Innovation Marketing ber:
Tutorial/Lec-
ture: ER Project Class day and time:
Lecturer or Tutor
name: Dr. Huynh Quang Minh

ASSIGNMENT DETAILS
Title: [ER Project] [Group 2] - Betrimex
Length Date submit-
: 3818 words Due date: March 21st, 2023 ted: March 21st, 2023

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database for future plagiarism checking).
Student’s signa-
ture: Tran Nguyen Xuan Minh
Student’s signa-
ture: Hoang Vinh Duong
Student’s signa-
ture: Pham Thu Thuy
Student’s signa-
ture: Le Phuong Uyen
Student’s signa-
ture: Nguyen Cong Thanh Nhan
Student’s signa-
ture: Issartel Axel
Note: An examiner or lecturer / tutor has the right to not mark this assignment if the above declara-
tion has not been signed.
Table of Contents
1. Executive summary..............................................................................................4
1. Evaluation of current innovations.........................................................................4
1. Current marketing analysis..................................................................................5
1. Current microeconomics analysis......................................................................11
1. Problem identification.........................................................................................12
1. The new innovation & target market profile........................................................13
a. Target market profile:.............................................................................14
1. The new marketing mix strategy........................................................................15
1. Reference list.....................................................................................................17
1. Appendices........................................................................................................19
Entrepreneurship Report - ASSIGNING TEAM’S TASKS....................................................25
 1. Executive summary
The purpose of this report is to conduct a comprehensive analysis of the current in-
novations and marketing strategy of Betrimex. By doing so, we aim to gain a deeper
understanding of their overall capacity and identify potential weaknesses, opportuni-
ties, and threats posed by competitors in the market. Armed with this information,
this report will be better equipped to create Coconut Milk Tea which meets the evolv-
ing demands of our young Vietnamese generation. Furthermore, the report plans to
develop a highly effective marketing strategy that will enable us to successfully pro-
mote these new products to young consumers, ultimately driving growth and success
for our organization.

2. Evaluation of current innovations

Innovation 1: Fresh coconut milk - Chef's choice (VnExpress, 2020)

Cocoxim Chef's Choice is a fresh coconut milk product specially designed for chefs.
It is smoother and more consistent, making it easier and quicker to use in recipes,
and saving cooking time. The product is made from selected fresh coconut ingredi-
ents, which are harvested at the right time to produce delicious and quality fruit. It
uses advanced cold pressing technology and strict production processes to ensure
freshness, aroma, and flavour, without going rancid during processing. The flip-top
design of the packaging makes it convenient for use in dishes, and each can has a
capacity of 400ml, which is easy to align with each dish, making cooking more uni-
form and easier.

Strength: This innovation has several characteristics that can contribute to its suc-
cess, such as meeting the specific needs of a target audience (chefs), improving
convenience and reducing cooking time, and ensuring the freshness and quality of
the product. By using selected fresh coconut ingredients and advanced cold pressing
technology, Cocoxim Chef's Choice provides a smooth and consistent product that
maintains the natural flavour of coconut milk. The flip-top design of the can also
makes it convenient for chefs to use.

Weakness: Target audience may not be large enough to generate significant rev-
enue, and there may be other established brands that have already captured the
chef market. Additionally, the innovation may be difficult to scale up and replicate,
and it may require significant marketing efforts to increase awareness and adoption.

Innovation 2: Production line of coconut milk for cooking (Betrimex, 2019)

Betrimex uses the world's leading production line of Tetra Pak Group from Sweden
and direct UHT sterilisation technology to produce coconut milk for cooking. Direct
UHT sterilisation technology is used during the production process to sterilise the
product without requiring any additional preservatives. This helps to destroy bacteria
and viruses in the product, while preserving the natural nutritional value and flavour
of the product. The technology also allows products to be stored for long periods
without spoiling, saving transportation and storage costs. Different from normal co-
conut water that they produce before, for organic coconut water, they add an extra
step in the production process which involves using a mixing tank. This ensures that
the texture and taste of Cocoxim is maintained without the need for added sugar or
artificial ingredients. (Betrimex, n.d.) (Appendix 1)

Strength: The production line is highly automated, which optimises production effi-
ciency and reduces costs, while the direct UHT sterilisation technology helps to ex-
tend the shelf life of the product.

Weakness: High cost, and complexity of technology may require specialized knowl-
edge and skills

In conclusion, both innovations have strengths and weaknesses that can affect their
potential success. It is important for companies to carefully evaluate the market and
competition, as well as consider factors such as scalability, cost-effectiveness, and
consumer preferences when developing and implementing innovative products and
technologies. (Küfeoğlu, 2022)

3. Current marketing analysis

a. Current marketing environment
To identify the external forces that Betrimex would face, this report applies PESTEL
analysis. The PESTEL analysis of the literature reveals six themes of construction
productivity enhancement: stable and transparent government policies; new con-
struction technologies and methods; design standardisation, constructability and off-
site prefabrication; collaborative procurement; sustainable construction workforce;
and economic and market influence (Pan et al., 2019).

Political
According to Saigon Dau Tu (2019), the government would provide funding for re-
gions and areas that would be suitable for organic production. The Government
would also support organic agriculture that has organic certification by providing
training and cost support.

Economic
Vietnam’s GDP has witnessed a continuously increasing trend. In the last decade,
the Vietnamese economy has experienced consistent economic growth with a six to
seven percent increase in GDP from year to year (Worldbank, 2023). The data from
Statista (2023) also predicts that by 2027, Vietnam GDP per capita will amount to
6,600 US dollars.

The majority of Vietnam’s population works in the agriculture or service industries,

and the country has one of the world’s lowest unemployment rates. Except for the
year 2020 that Covid-19 was growing strongly, the unemployment rates are not very
significant (Statista, 2023).

Regarding the inflation rate in Vietnam, in 2021, it amounted to 1.83 percent com-
pared to the previous year. After a severe drop below one percent in 2015, Viet-
nam’s inflation seems to have stabilized again and is expected to level off at around
3.5 percent in the next few years (Statista, 2023). It can be predicted that the econ-
omy will be stable, and prices will not fluctuate significantly.

Social
Vietnam’s government also supports organic agriculture and organic consumption.
The Decree 109/2018/ND-CP states that the Vietnamese government encourages
organic farming / production. But since the decree was issued, it was not well recog-
nized (Saigon Dau Tu, 2019). Because of that, Betrimex can use this as an advan-
tage to develop organic farming.

Regarding the readiness of Vietnamese consumers to use organic products, 69% of

the respondents agreed that they will buy organic products from often to always
(Statista, 2022)

Environmental
According to Vietnam Briefing (2022), The Vietnamese government issued Decision
450/QD-TTg to promote environmental protection to 2030 with a vision to 2050. The
government also prioritises ecological agriculture and organic culture, which turns
into a benefit for Betrimex.

Technology
In Vietnam, there are some companies that provide traceability systems such as
Trade Verified, or National traceability portal. “Traceability portal” will store informa-
tion about products and goods that are fully collected in all stages of the supply
chain, which are standardised by enterprises on the basis of national standards. This
will be a “hidden cloud” that will allow traceability solution providers and all actors in
the supply chain and regulators to connect and share information (Vietnam
Blockchain Corporation, 2022)

Betrimex uses the UHT sterilisation technology directly to the production line, the
product keeps all the nutrients and natural flavours, while preserving it for a long time
without using any preservatives. Using the UHT technology brings three benefits to
the product. The first benefit is that it will help the drink extend its expiration date up
to 12-15 months without using any preservatives. Compared with other sterilisation
technologies, Tetra Pak's direct UHT sterilisation has the ability to minimise loss of
multi-vitamin and nutrient content in the product (more than 30% reduction compared
to glass bottles).

The second benefit is that the product will be safer for consumption. Tetra Pak ster-
ilised packaging is made from environmentally friendly materials with 6 layers of ma-
terials that effectively preserve products, avoiding the effects of the environment
(light, moisture, oxidation) and of humans (transportation).

The third one is that the bottle can be recycled. After-use bottles will be collected and
recycled, and up to 50% to 55% of the pulp can be used after recycling. Products
that can be recycled include stationery, business cards, pencil cases, envelopes,
roofing sheets, waterproof plywood, fertilisers, etc.

Legal
There are three organic certifications that are the most popular in Vietnam: USDA of
United States Department of Agriculture, JAS and EU Organic Farming (Europe
Union). Therefore, if a product has any of these certifications, it can be known that it
is an organic product.

b. SWOT analysis

Strengths Weaknesses
Certified organic products: Betrimex has The price is a bit high compared to the
earned many certificates including raw coconut water
USDA, JAS, ACO, etc.
The products are not easily found in the
Market leader of packaged coconut wa- stores
ter
Brand awareness is low
Environmental friendly packaging

CSR:
+ Help Ben Tre labour have jobs
+ Implementation of the project
"10,000 hectares of organic co-
conut gardens for farmers"
Opportunities Threats
Vietnamese government has support for Raw coconut dominates the rural market
organic agriculture
Customers buying behaviour is very
Traceability systems are provided widely hard to change: difficult to make Viet-
by some companies in Vietnam -> The namese customers to buy coconut prod-
customers will trust the product more ucts in store and via e-commerce plat-
form
The urban area will be the potential mar-
ket:
+ The raw coconut will be more
likely in the rural area
+ The people in urban areas have
higher living standard

c. Perceptual position
The two factors “Taste” and “Packaging” are included in making the perceptual map
because when being asked the question “Which factors affect your buying decision
of coconut water?”, the shoppers give those two answers more often. After research-
ing and interviewing to get the factors, a perceptual map is created.

The perceptual map is the result from 71 respondents which are collected by Google
Form. The responses of the Google Form can be viewed in the Appendix 2. From
the perceptual map, it can be concluded that Cocoxim’s both taste and packaging
are better than those of Vicofresh and Vietcoco. Vietcoco has the lowest rate from
the customer.

d. Target market
● Cocoxim: 3 target consumers (Appendix 3)
+ Sporty person by sponsoring sporting events (e.g., Dalat Ultra Trail) and pro-
moting the benefits on social networks. Cocoxim provides all the energy
needed to successfully train and have a happy session.
+ Teenagers - genZ who enjoy spending time together. Cocoxim shows healthy
and funny items to enjoy a day and a night with friends. The brand doesn't
hesitate to put forward some recipe cocktails and the benefits as a medicine.
+ Parents who desire to buy pure, refreshing, and healthy Vietnamese products
for family members.
● Vietcoco: 3 target consumers (Appendix 4)
+ Active office lady Vietcoco Fresh coconut water spreads the image of a con-
venient substitute or a nutritional complement for having a great day at work
and after-work.
+ Sporty people who trust in a healthy lifestyle and want to boost their recovery
time performance. The company promotes it on social networks and sponsor-
ship. (e.g., VNExpress Marathon Ho Chi Minh City Midnight 2023).
+ Mother who wants to take care of her family members and have a good time
with their kid and share unique moments with her husband.
 ● Vico fresh: 4 target consumers (Appendix 5):
+ Vico Fresh targets the active worker. The brand decided to develop the ele-
gant, refreshing, energising, healthy aspects.
+ Sporty people who take care of his health by sponsoring sporting event (e.g.
Color Run for Smiles and HCMC International Marathon), promote the bene-
fits of being fit, losing weight and having beautiful skin. In advertisements, we
can see different people who directly do some sports such as (Running,
Stretching, Climbing, …).
+ Kids, Adolescent and Student by promoting directly inside Universities Cam-
pus (e.g., Nguyen Tat Thanh), giveaways (with Apple Products), and delivery
products with e-commerce platforms such as Lazada, Shopee and Tiki.
+ The brands also directly target the parents who want to do the best and want
to share perfect adventures and moments with their child.
e. Marketing mix
● Product

Cocoxim Vietcoco Vicofresh

Size The coconut water The organic co- Although serving
products from Co- conut water prod- the middle seg-
coxim will come in uct size is only ment, the price is
two standard sizes, 330ml. (Vietcoco, reasonable with the
such as Pet 330ml n.d.) volume from 330ml
and Pet 1L. (Be- - 1 liter and the
trimex, n.d.) The quality is still guar-
marketing mix anteed. (Vicofresh,
strategy employed n.d.)
by Cocoxim for
their fruit coconut
water products tar-
gets a wide range
of consumers, in-
cluding small con-
sumers and organi-
zations that use
large-capacity bot-
tles.
Product quality The factory uses Vietcoco fresh co- Free of preserva-
direct UHT steril- conut water canned tives, high in potas-
ization technology, by UHT technol- sium and elec-
capable of retaining ogy, Dream CapTM trolytes, gluten-
the pure flavor of (Thanhnien, 2022). free, helps to con-
fresh coconut (Be- The product pro- trol blood pressure,
trimex, 2019). As a vides a full range of protects the heart,
result, the product minerals found in gives energy, and
achieves commer- natural coconut wa- prevents dehydra-
cial sterility, which ter, helps to bal- tion.
prolongs the shelf ance electrolytes,
life, absolutely no provides water,
preservatives or ar- supports body
tificial coloring care, but has only
agents are used. 28 kcal of calories.

●
● Price

Cocoxim Vietcoco Vicofresh

Price Cocoxim is a prod- 14,900 VND / In 2022, Vicofresh
uct that is neither 330ml. fresh coconut water
more expensive has a retail price of
nor less expensive 16,000 VND / 330
than its rivals. The ml.
price is between
14,500/330 ml.

●
● Place

Cocoxim Vietcoco Vicofresh

Place Supermarket
Mall
Convenience store
Market
Online grocery
Grocery-online sales sites
Cocoxim products Vietcoco has sup- Vicofresh has a na-
have been present plied to retail su- tionwide distribu-
in more than 40 permarket systems tion system and
countries around all over the world has been present
the world, including including the US, in more than 40
demanding mar- EU, Japan and Ko- countries around
 kets such as Eu- rean, where its the world such as
rope, America, the products are well- the US, China,
Middle East, South liked and popular Japan, etc.
Asia, Africa and with consumers. (Thương, 2023)
Australia. (Be-
trimex, 2019)
●

Cocoxim Vietcoco Vicofresh

Promotion - MV: "MỞ CO- The new brand From December
COXIM, MỞ TƯƠI identity seeks to 18, 2020, until the
MÁT"(Betrimex, provide a unified end of January 3,
2022) is being pro- image while 2021, Vicofresh ran
moted on the Be- demonstrating on- an online competi-
trimex fan page, going innovation, tion titled "Sharing
YouTube, and a providing cus- moments with Vi-
number of popular tomers with high- cofresh"(Vicofresh,
Facebook sites. quality, healthy n.d.) with incredibly
products, and alluring rewards.
Cocoxim also in- bringing values Vico Fresh made
vites KOLs/Influ- closer together. the decision to use
encers to promote creating a new step 20 hotpages with
products on social for the top brand of large followings in
networking sites, coconut goods in addition to the
especially Tiktok Vietnam while tak- brand's Fanpage to
ing into account leverage the influ-
customer wants. ence of KOLs to
This is regarded as promote positive
the most significant living trends, in-
turning point in the cluding Nguyen
history of Luong Khanh, Tam Bui,
Quoi Coconut Pro- etc.
cessing Company's
business and
growth.

4. Current microeconomics analysis

a. Factors affect coconut water demand
Demand
Healthy Lifestyle Trend:
Coconut water is associated with health benefits (hydration, electrolyte replenish-
ment, digestion, diet, etc.) Healthy lifestyle is a new trend and leads to an increase in
demand and market growth. Consumers prefer organic food due to its health, safety,
and environment benefits. (Sivathanu, 2015)

Household budgeting:
Compared to any other drink, such as water and soda, the packaged coconut water
products are more or at least at the same price level of soda and water. Household
budgeting can affect the demand especially during the crisis we face. In February
2023, the inflation rate of Vietnam increased by 5% (Trading Economics, 2023) and
tend to stay higher in a close range.

b. Factors affect coconut water supply

Supply
Weather conditions:
The availability of coconuts is the primary factor that affects the coconut water mar-
ket. Weather conditions such as heavy rains, drought, or extreme temperatures can
affect the growth of coconut trees, which can have a significant impact on the co-
conut water market. If the coconuts are scarce in the market, the price of coconut
water can increase. Climate change has an impact on agricultural issues in Vietnam
on "soil quality maintenance, plant disease control, maintenance effective crop yield
and pest management” (Ictvietnam.vn, 2022). Another forecast of climate change is
the sea level rising, this issue could make culture impossible in "40% of the area of
the Mekong River Delta" (Ictvietnam.vn, 2022) where come from the majority of the
Coconuts. Flooding could also make half of the agricultural land no suitable for farm-
ing in this region. (Ictvietnam.vn, 2022)

Government regulations: Government regulations such as import/export duties, la-

beling requirements, quality standards and CSR laws can affect the coconut water
market's growth and profitability. According to Saigon Dau Tu (2019), the transition
to organic products is pushed by the Vietnamese government who provide funds,
production training and other support. These aids positively impact the production.

5. Problem identification
According to statistics in Vietnam, the MillennialZ generation, which includes Millen-
nials (ages 25-38) and Gen Z (ages 18-24), currently make up 47% of the country's
population (BAO DIEN TU VTV, 2021), which translates to around 45 million people.
This is a significant portion of the population, and it's important to understand their
consumer behavior and preferences.

According to a Nielsen report, 40% of Gen Z are always willing to try new and excit-
ing experiences, even if they are already familiar with a particular brand (VnExpress,
2022). This presents a huge opportunity for businesses like Betrimex to create inno-
vative products that cater to this demographic.

According to a recent CLSA consumer study, 94% of individuals aged 20 to 29

bought boba tea in the previous three months (Campisi, 2021). Betrimex’s target
customers are teenagers - GenZ as analyzed earlier. However, young people do not
only prefer only the coconut water, they have different drink preferences, with co-
conut flavour in it (MQ International, 2021). Although Betrimex has given guidance
on how to make cocktails with its products, it is still far from enough; there is still
room for product innovation.

In conclusion, Betrimex needs to diversify its product to approach the genZ

customers.

6. The new innovation & target market profile

a. The new innovation
We define the new product as a nutritious product for young people with a reason-
able price and a highly appealing taste, which enhances the taste experience for
Gen Z and at the same time provides the necessary nutrients for young people when
using the product.

Our Coconut Milk Tea is a perfect blend of natural tea and organic coconut milk from
Betrimex, which not only creates a unique and refreshing taste but also provides var-
ious health benefits. Coconut milk contains essential vitamins and minerals such as
Vitamin B, potassium, and magnesium that are beneficial for maintaining good
health. Moreover, the natural sweetness of coconut milk reduces the need for addi-
tional sugar, making our bubble tea a healthier option for consumers.

We also use coconut-wrapped boba in our bubble tea, which not only adds a delight-
ful texture to the drink but also enhances the nutritional value. The pearls are a good
source of dietary fiber, which aids in digestion and helps in maintaining a healthy gut.
Our innovative product aims to provide a satisfying and healthy option for young peo-
ple who seek a refreshing and nutritious drink.

In summary, our innovation is Coconut Milk Tea, which is a nutritious and deli-
cious option, offering a unique and refreshing taste experience while provid-
ing essential nutrients for good health.
 b. Target market profile:
According to recent data, Vietnam has emerged as the third-largest market for bub-
ble tea in Southeast Asia, with a market size of $362 million in 2021 (Vietcetera,
2023). One of the driving forces behind this growth is the rising demand from the
younger generation, particularly Generation Z. Bubble tea has become a popular
beverage among this demographic, with surveys showing that they are six times
more likely to consume it than any other generation. As a result, bubble tea has be -
come an essential part of Vietnam's beverage market, and its popularity continues to
rise.

Gen Z's natural curiosity has made them far more likely to explore new food and
drink products than any other generation (Foodnavigator USA, 2022). They are al-
ways on the lookout for new and exciting flavors and are willing to try anything that
catches their eye. In fact, newness is valued more in some categories than others,
and studies have shown that around 50% of Gen Z are 'very likely' to try innovations
in sweet treats and fast food. This demographic is also more willing to experiment
with unconventional ingredients and flavors, which has led to the rise of new food
trends and concepts. All in all, Gen Z's open-mindedness and eagerness to explore
new flavors have made them a crucial target audience for food and beverage brands
looking to introduce innovative and unique products (Askatetest, 2022).

Overall, our target market is genZ who possess an active and healthy lifestyle.
 7. The new marketing mix strategy
Targeting: The target audience for our Coconut Milk Tea is Generation Z in Viet-
nam, who are interested in exploring new and exciting food and beverage products.

Segment: Our segment is young people who are health-conscious and seek refresh-
ing and nutritious drinks with unique and appealing flavors.

Product:
Betrimex's Coconut Milk Tea is a new innovative product that is specifically targeted
towards the younger generation in Vietnam. It is a nutritious and refreshing drink that
combines natural tea with organic coconut milk and coconut-wrapped boba. The
product offers the following features:
● Unique and refreshing taste: In the Vietnamese market, there is no brand that
has launched coconut milk tea before.
● Nutritious: Contains essential vitamins and minerals such as Vitamin B ,
potassium, and magnesium (Narayana Health, 2023)
● Healthy: Natural sweetness of coconut milk reduces the need for additional
sugar
● Environmentally friendly: Packaged using Tetra Pak and UHT technology to
preserve taste and nutritional value

Price:
The pricing strategy for Betrimex's Coconut Milk Tea will be competitive, aiming to
appeal to young consumers who are price-conscious. The price point will be set at
VND 20,000 (approximately USD 1.1) per 330ml bottle. This pricing is competitive
with other bubble tea options in the market while also offering a healthier and more
nutritious option for consumers.

Place:
Betrimex's Coconut Milk Tea will be distributed through various channels, including:

● Convenience stores: 7-Eleven, Circle K, MiniStop, FamilyMart, etc.

● Supermarkets: VinMart, Co.opmart, Lotte Mart, etc.
● Online platforms: Shopee, Lazada, Tiki, etc.
● Betrimex's official website
By distributing through various channels, Betrimex can reach a wider audience and
increase the accessibility of the product.

Promotion:
The promotion strategy for Betrimex's Coconut Milk Tea will focus on digital market-
ing, social media marketing, and influencer marketing. The following tactics will be
used:
● Social media advertising: Instagram, and TikTok ads will be used to target the
younger generation.
- Tiktok: By 2021, global online video consumption is expected to grow
to an average of 100 minutes per day. TikTok could be a great addition
to our brand social media marketing strategy. Forty-one percent of Tik-
Tok users are aged between 16 and 24, and around a quarter of all
users are between 25 and 29 years old (Shopify, 2022)
- Instagram: Popular with young people, 59% of young people engage
with this medium (Katie, 2018).

● Influencer marketing: Influencers who have a large following among the

younger generation will be approached to promote the product. There are a
list of potential influencers marketers that the research will propose (Appendix
6)

● Sampling: Samples of the product will be distributed at the exhibition, for ex-
ample, the SECC (Saigon Exhibition and Convention Center). Because it’s a
new product in the market, it’s better to showcase them in a place where
many people can reach and talk to the experts before finding and buying it in
the market.

● Online contest: Will be held on Tiktok to engage with consumers and encour-
age user-generated content. The proposed challenge will be mentioned in the
Appendix 7.
 8. Reference list

Askatetest. (2022, September 5). Is ‘newness’ important to Gen Z in food and drink prod-
ucts? https://www.askattest.com/blog/attest-investigates/is-newness-important-to-gen-z-in-
food-and-drink-products

BAO DIEN TU VTV. (2021, January 31). Thế he MillenialZ Tai Viet Nam Tieu dung VA mua
Sam như the NAO? https://vtv.vn/kinh-te/the-he-millenialz-tai-viet-nam-tieu-dung-va-mua-
sam-nhu-the-nao-20210129161808754.htm

Betrimex. (2022). Cocoxim Cung runner nap NĂNG Luong TƯƠI mat chinh PHỤC VP bank
Hanoi marathon 2022. https://www.betrimex.com.vn/vi/chi-tiet-tin-tuc/cocoxim-cung-runner-
nap-nang-luong-tuoi-mat-chinh-phuc-vp-bank-hanoi-marathon-2022.html

Betrimex. (2019). The process of producing UHT pasteurized coconut milk at ... https://
www.betrimex.com.vn/en/news-detail/the-process-of-producing-uht-pasteurized-coconut-
milk-at.html

Betrimex. (2019). Plant-based diet craze spurs Vietnam coconut star to sell shares. https://
www.betrimex.com.vn/en/news-detail/plant-based-diet-craze-spurs-vietnam-coconut-star-to-
sell-shares.html

Betrimex. (2019). Processing line & technology. Coconut water company. https://www.be-
trimex.com.vn/en/page/processing-line-technology.html

Betrimex. (n.d.). Nước Dua xiêm xanh. https://www.betrimex.com.vn/vi/san-pham/nuoc-dua-

xiem-xanh.html

Campisi, V. (2021, November 1). Survey: Millennials, Gen Z big fans of bubble tea. The
Food Institute. https://foodinstitute.com/focus/survey-millennials-gen-z-big-fans-of-bubble-
tea/

Foodnavigator USA. (2022, November 22). From ube to gulab jamun... Gen Z and millenni-
als embrace 'diverse, unusual flavors' in desserts and confections. https://www.foodnaviga-
tor-usa.com/Article/2022/11/22/gen-z-and-millennials-embrace-diverse-unusual-flavors-in-
desserts-and-confections#:~:text=When%20it%20comes%20to%20specific,and%20marion-
berry%20than%20older%20generations

Ictvietnam.vn. (2022, July 25). Nong nghiệp Viet Nam trước Thach thức bien đổi khí
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9. Appendices
Appendix 1: Classic and organic Coconut Water Manufacturing process

Appendix 2: Google Form’s results

Table 1: Taste
 Table 2: Price

Table 3: Packaging
Table 4: Nutrition
Appendix 3: Cocoxim - Social networks posts from Facebook & Instagra m
Appendix 4: Vietcoco - Social networks posts from Facebook & Instagram
Appendix 5: Vicofresh - Social networks posts from Facebook & Instagram
Appendix 6: List of marketing influencers
Mai Phuong Thuy (@mphuongthuy) - A popular beauty and fashion influencer with
over 1.5 million followers on Instagram.

Quang Hùng MasterChef (@quanghungmasterchef) - A celebrity chef and influencer

with over 1.5 million followers on Instagram. His profile would be ideal for promoting
the healthy aspects of your Coconut Milk Tea.
Thien Bao (@thienbao_gym) - A fitness influencer with over 1 million followers on In-
stagram, known for his workout and nutrition tips.

Yen Nhi (@yennhiiii) - A popular vegan food blogger and influencer with over
500,000 followers on Instagram.

Huong Bui (@huongbuifit) - A fitness influencer with over 600,000 followers on Insta-
gram, known for her healthy lifestyle and workout routines.

Hoang Tran (@hoangtran.healthy) - A wellness influencer with over 300,000 follow-

ers on Instagram, known for her healthy eating habits and holistic approach to
health.

Appendix 7: Online contest challenge

- Title: "Coconut Milk Tea Dance Challenge"

- Objective: Encourage the young generation to enjoy their life by using Co-
conut Milk Tea

- Contest Description:

+ Participants must use their creativity to make a marketing clip for Co-
conut Milk Tea. The example is in the Appendix.
+ The video must be no longer than 2 minutes.
+ Use hashtag campaigns to increase engagement and visibility of the
contest.

Prizes:

● Grand Prize: Cash prize and a year's supply of Cocoxim.

● Runner-Up: Cash prize and a six-month supply of Cocoxim.
● Consolation Prizes: Cocoxim gift packs for the remaining finalists.

Example: https://vt.tiktok.com/ZS8VQh7XU/
 Entrepreneurship Report - ASSIGNING TEAM’S TASKS

As a team, list all the jobs that needs to be done, and estimate the time for each job. It is
best if all team members work together in completing every task step by step – see left hand
column below. Also, to collaborate in editing & proofreading every completed.

What needs doing? List required tasks. List names of team members who col-
As per the “Marking criteria & How long will it take to complete each laborated in completing each task.
standards”. task? This is not an individual task!

1. Critically evaluate any · Each two members together find 1 Thanh Nhan
two current innovations, company and its 2 innovations, Axel
of your choice, selected then analyze the dimension. Phuong Uyen
from your team’s allo-
cated industry (compris- · Set up a meeting to comment on All
ing various enterprises) the task
within the Australian
marketplace. Refer to · Slide making
Xuan Minh
chapter 1. Vinh Duong
Thu Thuy
· Rehearsal
All

2. Critically analyse current · SWOT Xuan Minh

marketing activities of · PESTLE Xuan Minh
your allocated ‘Enter- · Identify target market Axel
prise – brand’s product · Identify two competitors Axel
category’ and its two · Analyze three brands marketing Thu Thuy
main competitors in the mix
Australian marketplace. · Create & get GG form responses
Thanh Nhan, Phuong Uyen, Vinh Duong
Refer to chapters 3-5.
3. Critically analyse current · Evaluate demand Axel, Thu Thuy
microeconomics condi- · Evaluate supply Phuong Uyen, Xuan Minh
tions facing your allo- · Price elasticily Thanh Nhan
cated ‘Enterprise – · Market structure Vinh Duong
brand’s product category’
and its two main com-
petitors in the Australian
marketplace. Refer to
chapters 6 & 8.

4. Link your team's re- · Have a meeting to decide the All

search analysis in steps problem
'1-3' to identify
and explain one (1)
problem facing your al-
located ‘Enterprise -
brand’s product cate-
gory’’ in the Australian
marketplace.

5. Apply creativity to trans- · Have a meeting to decide a new All

form the one (1) prob- product
lem, see task 4, to an in-
novation for a new prod-
uct within the same allo-
cated ‘Enterprise –
brand’s product cate-
gory’. Refer to chapters 2
& 1.

6. Develop a marketing mix · Price Thanh Nhan

strategy to launch your · Promotion Vinh Duong
new product in the Aus- · Product Xuan Minh, Axel
tralian marketplace. Re- · Place Thu Thuy, Phuong Uyen
fer to chapters 4 & 5.
7. Appendix Xuan Minh, Phuong Uyen

8. References Thu Thuy, Thanh Nhan

9. Executive summary Axel, Vinh Duong

OVERALL CONTRIBUTION RATE

Name Contribution

Tran Nguyen Xuan Minh 100%

Hoang Vinh Duong 100%

Nguyen Cong Thanh Nhan 100%

Le Phuong Uyen 100%

Pham Thu Thuy 100%

Issartel Axel 100%