Hanoi Outlet Presentation
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Transcript of Hanoi Outlet Presentation
Content
1. Objectives2. Business Opportunity & Advantage3. Market Research4. Marketing Plan (4Ps)5. Operational Plan
1. Finance2. Supply Chain3. IT4. Human Organization
Content
ObjectivesWe sell what we produce. Why NOT?
warranted quality
branded
products
reasonable price
…to Hanoians
Business Opportunity
FTA, TPP7.2M Hanoians (2014)
4 seasons
Annual Income: 58M/year
Sport diversity Close to suppliers
Business Advantage
Decathlon Brand1
Price2
Various designs3
Quality4
Local for Local5
No fake products6
Market Research
Total (Au-tobase)
Basketball Badminton Soccer Swimming Tennis Table Tennis Athletics Golf Formula 1 Grand Prix Motorcar
Racing
Motor Bike Racing/
Speedway
Gymnastics Volley Ball Cycling Martial Arts Pool/9-Ball Pool
X-Treme Games
Boxing/Thai Boxing
0%
20%
40%
60%
80%
100%
120%
Vietnamese People Playing Sports
Total People P 18-35
Football
Table tennis
Badminton
Running, Walking
Tennis
Gym, Arobic, dance sport, yoga
Golf
Trekking, Hikking
Cycling
Swimming
15.70%
8.60%
17.10%
15.70%
7.10%
21.40%
0.00%
5.70%
8.60%
2.90%
Types of sport
Market Research
15%
10%
1%
1%
1%
0%
0%
71%
Marketshare in 2013
Nike Inc adidas Vietnam Co Ltd BasicNet SpA Kering SAVF Corp Skechers USA Inc Fila Holding SpA Others
Our target pie
Market Research
0% 5% 10% 15% 20% 25% 30%
10%
5.70%
28.60%
15.70%
2.90%
Where to buy
Other Online Private retail store Other stores like HoangPhuc, Maxxsport, Sport1, Supersport Sport store like Nike, Adidas, Puma, Lining ……
Market Research
<5M 5M - 15 M 15M - 30M <300%
20%
40%
60%
80%
100%
38%49%
70%
100%
62%51%
30%
0%
paly sport every week I hardly play sport
Market Research
Manufacturers- Nike, AdidasStrength Weakness Threat
- Quality- Trademark: Nike 1964, Adidas 1949- Marketing: Adidas € 947 million.- Distributions: 19 Adidas stores
- High price- Little discount - Negative feedback on technical knowledge of salers
- Fake products- Enter of other brands
Distributors – Maxx Sport, Sport1, SupersportStrengths Weakness
- Well-known brands (Lining, Adidas, Lotto…)- Varies in sport types- Large store surface
- Customer mentality about non-authentic products- Full warrant policy
Market Research - Competitors
Marketing plan - PlaceLocation: main road, easy access, near sport facility, or in shopping mall, not far from office.Surface area: 300- 500 m2
Price: 25-30 $/m2/month on the road. 30-40 $ on shopping mall.No of floor
Unit surfaceTotal surface
(m2)Total rent fee
(in $)Unit rent fee
($/m2)
Thái Hà 2 350 700 20,524 29
Láng 3 600 1,800 8,571 5
Duy Tân 1 612 612 Checking
Checking
173 Xuân Thủy, Cầu Giấy 1 500 500 Checking
Checking
Hoàng Đạo Thúy 1 424 1000 11,731 18
Product Price (kVND) Reference
Short 50-200 Artengo short:
Light jackets 250-500 Quechua+ Artengo jacket
Jackets 400-1000 Wedze jackets
Shoes 200-1000 Kalenji, Domyos
T-shirt 50-200 Domyos T-Shirts
Gloves 100 - 200 Kalenji, Quechua
Equipment
100-200 (ball)50-150 (backpack)600-1000 (tent)
Marketing Plan - Product & Price
Operational Plan - FinanceYear 2016 2017 2018 2019
TO 800,000 1,200,000 1,500,000 1,500,000 COST investment 297,700 255,000 255,000 255,000 COST production 600,000 900,000 1,125,000 1,125,000Gross Profit -97,700 45,000 120,000 120,000Other Expenses 25,000 25,000 25,000 25,000
Net Profit -122,700 20,000 95,000 95,000
Operational Plan - SupplySELECTION
ORDER
SHIPMENT
RECEPTION
PICKING
SALESOUTLET DPP FG SUPPLIER PORT OF LOADING
HAI PHONGWAREHOUSEOUTLETCUSTOMER
OUTLET Local supplier WAREHOUSE OUTLET CUSTOMERLOCAL SUPPLIER