Marketing plan for launching a new hybrid waxy corn seed milky 36 in VietNam market

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TRƯỜNG ĐẠI HỌC MỞ TP.HCM UNIVERSITÉ LIBRE DE BRUXELLES

HO CHI MINH CITY OPEN UNIVERSITY SOLVAY BRUSSELS SCHOOL

MBMM4

TRAN CAO DAI

MARKETING PLAN FOR LAUNCHING A NEW HYBRID

WAXY CORN SEED MILKY-36 IN VIETNAM MARKET

MASTER PROJECT

MASTER IN BUSINESS & MARKETING MANAGEMENT

Tutor’s name: Dr. Vu The Dung

Ho Chi Minh City

(2010)

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COMMITMENT

This thesis contains no material that has been accepted for the award of any other degree of

diploma in any university or other institution and to the best of my knowledge contains no material

previously published or written by another person, except where due reference is made in the text

of this thesis.

In this study, the in depth interview is conducted by myself, the interviewees are listed out in the

thesis their address and contact number and with a voice tape recording . Thus, it has high level of

trust, confidence and agreement.

This information source is strictly warned by Dekalb (Vietnam) Co., Ltd to use for internal business

purpose and not allowed to be spread out excepting for the jury of Solvay Business School and

some marketing professionals including the MBMM tutor.

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ACKNOWLEDGEMENTS

I wish to express my profound gratitude and great appreciation to my advisor Dr. Vu The

Dung for his valuable guidance, advice and encouragement throughout the research study.

Special thanks are extended to my colleagues at Monsanto (Thailand) Representative Office

for taking interest and giving valuable suggestions to improve the content of this study as well

as providing me the materials needed for the research.

Taking this opportunity, I would also like to thank all lecturers, mentors, HCMC Open

University staffs and my classmates for their assistance and co-operation during my two￾year’s time at the MBMM program of Solvay Brussels School.

I remain indebted to my beloved family, friends for their valuable encouragement and

unceasing supports in my academic pursuits.

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TUTOR’S COMMENTS

Student name: TRAN CAO DAI

Attitude: hard working

Content: well designed and structured

Method and technique: appropriate

Data analysis: good and reliable data sources and analysis

Recommendation: Provide some good recommendations

Overall comments: The project has been successfully completed and met all the

objectives. Very good.

Tutor

Dr. Vu The Dung

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LIST OF ABBREVIATIONS

ABBREVIATIONS MEANING

COGs Cost of Goods sold

DUS Differentiation, Uniformity, Stability tesing

EWIC East West International Company

EWJVSC East West Joint Venture Seeds Company

FCPA Foreign Corrupt Practice Acts

FY Fiscal year

GMO genetically modified organism

NCVESC National Center for Variety Evaluation and Seed Certification

OP opened pollination variety

P&L Profit and Lost

R&D Research and Development

SSC Southern Seeds Company

SWOT Strength, Weakness, Opportunity and Threat

USD US Dollar

VCU Value of Cultivation and Use

VND Vietnam Dong

VNSC Vietnam National Seeds Company

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TABLE OF CONTENTS

CHAPTER PAGE

Title Page ............................................................................................................ i

Commitment ....................................................................................................... ii

Acknowledgements ............................................................................................ iii

Tutor’s comments ............................................................................................... iv

Abbreviations ..................................................................................................... v

Table of Contents ............................................................................................... vi

Appendices ........................................................................................................ ix

References ......................................................................................................... ix

List of Figures and Tables .................................................................................. x

1 INTRODUCTION .............................................................................................. 1

1.1 Rationales of research study ................................................................... 2

1.2 Problem statement .................................................................................. 5

1.3 Objectives of the research ....................................................................... 5

1.4 Scopes and limitations ............................................................................ 5

1.5 Managerial implications ......................................................................... 6

1.6 Research Methodology ........................................................................... 6

2 LITERATURE REVIEW ................................................................................... 7

2.1 Introduction ............................................................................................. 7

2.2 Marketing plan ........................................................................................ 7

2.3 The contents of marketing plan .............................................................. 8

3 RESEARCH DESIGN ........................................................................................ 12

3.1 Problem definition .................................................................................. 12

3.2 Methodology design ............................................................................... 13

3.3 Information need ..................................................................................... 13

3.4 Conduct an in-depth interview ................................................................ 14

3.5 Sampling and respondents ...................................................................... 15

4 FINDINGS AND ANALYSIS ........................................................................... 16

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4.1 Market definition .................................................................................... 16

4.2 Product performance ............................................................................... 17

4.3 Market research ...................................................................................... 20

4.3.1 Market situation and the key success factors ........................... 21

4.3.2 Broker’s role ............................................................................ 24

4.3.3 Advertising and brand awareness ............................................ 25

5 MARKETING PLAN ......................................................................................... 27

5.1 Company profile ..................................................................................... 27

5.2 The Objectives of company .................................................................... 27

5.3 Current Situation of Waxy corn market in Vietnam ......................................... 28

5.3.1 Market definition ..................................................................... 28

5.3.2 Market size ............................................................................... 29

5.3.3 Market segmentation ................................................................ 29

5.3.4 Industry structure and strategic groupings ............................... 29

5.3.5 Competition and market share ................................................. 32

5.3.6 Competitors' strengths and weaknesses ................................... 33

5.3.7 Market trends ........................................................................... 34

5.4 Consumer Analysis ................................................................................. 34

5.4.1 Nature of the buying decision .................................................. 34

5.4.2 Demographics .......................................................................... 35

5.4.3 Participants ............................................................................... 35

5.4.4 Buyer motivation and expectations .......................................... 36

5.4.5 Loyalty segments ..................................................................... 36

5.5 Dekalb (Vietnam) - Current Situation .................................................... 36

5.5.1 Company resources .................................................................. 36

5.5.2 Objectives of Milky-36 launching ........................................... 36

5.6 Summary of Situation Analysis .............................................................. 37

5.7 Marketing Plan for launching Milky-36 in Vietnam Market .................. 39

5.7.1 Product – Waxy corn Milky-36 ....................................................... 39