Business plan for orion xylitol

TRƯỜNG ĐẠI HỌC MỞ TP. HCM UNIVERSITEÙ LIBRE DE BRUXELLES

HO CHI MINH CITY OPEN UNIVERSITY SOLVAY BRUSSELS SCHOOL

MBMM5

NGUYEN DUC DUNG

BUSINESS PLAN FOR ORION XYLITOL

MASTER PROJECT

MASTER IN BUSINESS & MARKETING MANAGEMENT

Tutor’s Name: Dr. Le Thanh Long

Ho Chi Minh City

(2012)

i

DECLARATION

I hereby declare what I have written on “Business plan for Orion Chewing-gum” project

which has never been published in any program or any course from previous courses. I have

myself obtained from MBMM5 program, especially getting from tutor’s advice and

discussion with my colleagues.

I undertake that this is the project of my own. All of figures and results which are

mentioned in this project are righteous.

Ho Chi Minh City, January 2, 2012

Nguyễn Đức Dũng

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ACKNOWLEDGEMENT

In a short time it’s extremely difficult to make a full perfect final project without all of

people supports and helps. How I could express all of my sincerely thanks to them with

some words but I always wish them with a best successful in their life and works.

Firstly, I am grateful from the bottom heart to thank Mr. Le Thanh Long was the valuable

support and help throughout the process of essays.

Secondly, I would like to thank many of my colleagues in Orion, especially Mrs Quynh

Oanh, Mr Thanh Dong (MKT team) and Mrs Thai Bao (Production team) and others in

different companies who help me fulfill my tasks.

Thirdly, I am indebted to all of professors and supporters in Solvay Brussels School and Ho

Chi Minh City Open University

Last but not least I would like to thank my friends especially those who work together at

MBMM5 course.

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TABLE OF CONTENTS

Declaration........................................................................................................................... i

Tutor’s Comments............................................................................................................... ii

Company Comments ........................................................................................................... iii

Acknowledgement ............................................................................................................... iv

Table of Contents................................................................................................................. v

Abbreviation ........................................................................................................................ vi

List of charts and tables....................................................................................................... vii

EXECUTIVE SUMMARY ............................................................................................... 1

INTRODUCTION ............................................................................................................. 2

1. Introduction.............................................................................................................. 2

2. Objectives of the study ............................................................................................ 2

3. Scope of work .......................................................................................................... 3

4. Final project structure .............................................................................................. 3

ORION CORPORATION COMPANY .......................................................................... 4

1. History ..................................................................................................................... 4

2. Mission statement .................................................................................................... 4

3. Vision statement ...................................................................................................... 4

4. Company structure................................................................................................... 5

5. Operation objectives for the year of 2013 ............................................................... 5

MARKET ANALYSIS ...................................................................................................... 7

1. Vietnam retail industry market ................................................................................ 7

2. General information of Chewing-gum market ........................................................ 9

2.1. Introduction..................................................................................................... 9

2.2. Market demand ............................................................................................... 12

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2.3. Competitor analysis........................................................................................ 14

2.4. Consumer behavior......................................................................................... 17

BUSINESS PLAN FOR ORION XYLITOL................................................................... 20

1. Orion’s SWOT analysis........................................................................................... 20

2. Orion Business Plan................................................................................................. 20

2.1. Sales Plan........................................................................................................ 20

2.2. Personnel Plan ................................................................................................ 22

2.3. Marketing Strategy ......................................................................................... 23

2.3.1. Product................................................................................................ 23

2.3.2. Pack..................................................................................................... 25

2.3.3. Positioning .......................................................................................... 27

2.3.4. Price .................................................................................................... 28

2.3.5. Promotion & Advertisement............................................................... 29

2.3.6. Place.................................................................................................... 32

2.4. Financial Plan ................................................................................................. 33

2.4.1. Start-up funding.................................................................................. 33

2.4.2. Break-event analysis........................................................................... 34

2.4.3. Projected Profit & Loss ...................................................................... 35

2.4.4. Projected Cash Flow........................................................................... 36

2.5. Risk management............................................................................................ 37

CONCLUSION AND RECOMMENDATION............................................................... 39

1. Conclusion ............................................................................................................... 39

2. Recommendation ..................................................................................................... 40

REFERENCES .................................................................................................................. 41

APPENDIX......................................................................................................................... 42