Sữa chua Trân châu Hạ Long

Please read the case study below and prepare a 5-minute presentation which outlines your
solution to the problem.

1. Sữa chua Trân châu Hạ Long is a Vietnamese company that specializes in yogurt with
tapioca pearls. The company was founded by Anh Phạm Mạnh Hà, who comes from a
family with a tradition of making yogurt with tapioca pearls since the 1990s. This
delicious dish has nourished his childhood and has become a fond memory every time he
is away from home. Not only for Mr. Ha, yogurt with tapioca pearls has crept into every
corner of Halong City, becoming a familiar dish in the consciousness of the people here.
For a long time, Mr. Ha has always dreamed of replicating this dish, not only stopping at
the S-shaped strip of land but also reaching out to the international market to introduce
friends from five continents to the culinary quintessence of his homeland. But that dream
only really started when he met his two close companions later.
2. The company has 6 factories that produce yogurt to ISO standards to ensure a fresh and
delicious product that meets food safety standards. The entire production and
transportation process is closed. Sữa chua Trân châu Hạ Long has over 250 locations in
38 provinces across Vietnam and offers franchise opportunities. As a leading brand in the
FnB industry, Sữa chua Trân châu Hạ Long attracts investors with many attractive
franchise programs.
3. Sữa chua Trân châu Hạ Long is known for its combination of cool and sour yogurt with
warm and fragrant coconut-flavored tapioca pearls. Since its establishment, the chain of
Sữa chua Trân châu Hạ Long stores has had 179 stores across provinces in Vietnam and
this number continues to grow steadily. The company is striving to develop so that Sữa
chua Trân châu Hạ Long can become more popular with customers on Vietnamese soil
and become an interesting dish for customers worldwide and carry the mission of
bringing national dishes everywhere in the world.
Your task

You are part of the Marketing team at the company and your bosses have scheduled a meeting
to discuss several topics.

Using your own experiences, knowledge, observations, and any data you can find online (i.e.
news, company website, social media pages, the types of people following their pages and
commenting etc.), develop a presentation answering the following questions:

1. When choosing foreign markets for their frozen yogurts, is the climate an important criterion
that the company has to take into account?
Alternative A: Weather is an important criterion for selecting foreign markets.
Alternative B: Weather is not an important criterion. There are other more important
criteria for selecting foreign markets

2. When considering entering a large and potential foreign market such as France, Italy or
Germany, do you consider a cooperation or implementation strategy more appropriate?
Alternative A: Cooperation strategy through franchises, either through a master franchise
or individual franchises granted from Vietnam.
Alternative B: Implementation strategy through a commercial subsidiary of the company
that manages its own stores and can also grant individual franchises from the country
itself.

3. For the range of products offered in foreign markets, should a standardization strategy be
followed (very similar products in all countries) or adaptation (a different range depending on
the tastes and consumption patterns of each country).
Alternative A: Standardization strategy.
Alternative B: Adaptation strategy.

4. Consider that the Directors chose Thailand as the first country for expansion. What would
be your:

- Final Brand Name

- Flavors adapted to Thai culture
1. Weather is an important criterion for selecting foreign markets.

Frozen yogurt is a cold dessert, so it is more popular in warmer climates. However, frozen yogurt
is also becoming popular in colder climates, as people are looking for healthier alternatives to ice
cream.

2. Cooperation strategy through franchises, either through a master franchise or individual

franchises granted from Vietnam, is more appropriate for entering a large and potential foreign
market such as France, Italy or Germany.

Franchising is a good way to enter a new market quickly and efficiently, as the franchisee will
provide the necessary resources and expertise. It is also a less risky option than setting up your
own stores, as you will not be responsible for the day-to-day operations of the franchise.

3. Adaptation strategy is more appropriate for the range of products offered in foreign markets.

People in different countries have different tastes and preferences, so it is important to adapt your
products to the local market. For example, you may need to offer different flavors, sizes, and
packaging options in Thailand than you do in Vietnam.

5. Final Brand Name

I suggest Thai Yog as a final brand name for Thailand. It is short, easy to remember, and relevant
to the local culture.

Flavors adapted to Thai culture

Some popular Thai flavors that could be adapted for frozen yogurt include:

 Mango
 Coconut
 Durian
 Pandan
 Thai tea
 Red bean

You could also offer unique flavors that combine Thai ingredients with traditional frozen yogurt
flavors, such as:
  Mango sticky rice frozen yogurt
 Thai tea frozen yogurt with tapioca pearls
 Durian frozen yogurt with coconut shavings

By offering flavors that are both familiar and new to Thai customers, you can appeal to a wide
range of people.