ANALYSIS OF KINH DO COMPANY INTERNET MARKETING COURSE

1. Marketing Plan
CAO DANG KHOA
1158060

2. Page1
KINH DO Company
Address: 141 Nguyen Du, Ben Thanh, District 1, Tp. Ho Chi Minh City,
Vietnam
Tel.: (84) (8) 38270838 Fax: (84) (8) 38270839
Email: info@kinhdo.vn Website: www.kinhdo.vn
Kinh Do was established in 1993. Kinh Do is one of the groups of five
companies and four production facilities manufacturing, biscuits, cakes, fresh buns,
candy, chocolates, ice cream, milk and yogurt products. Kinh Do is known as one
of the top 10 brands overall in the country. Kinh Do currently is one of the private
companies that have the highest profit on the stock market in Vietnam. Kinh Do
Company is one of the top companies that producing and processing snack food in
the Vietnamese market with seven consecutive years by consumers voted as
Vietnam high quality goods. The Distribution System of Kinhdo spanning 64
provinces and cities with 150 distributors and 40,000 retail outlets. Kinhdo
products have been exported to 20 countries around the world such as America,
Europe, Australia, Middle East, Singapore, Taiwan and they reached $ 10 million
in 2003.
Starting with just 70 staff and a single product and then grown to a total of
8,000 employees, with over 300 distribution partners reaching 200.000 retail
locations with 150 different products domestically. In addition, Kinh Do products
are currently being exported to over 30 countries, including Japan, America,
Australia, Singapore, Cambodia, Lao, Myanmar, South Africa, China, Thailand,
Korea, and Taiwan….
Kinh Do has always employed a simple two prong strategy in developing the
business. This has included an organic growth strategy which leveraged the
development of innovative new products to capitalize on the expanding domestic
marketplace and opportunistic M&A to expand both our reach and depth of the
product portfolio. Examples of this include the ice cream business from Unilever
in 2003 and also the fresh cake business from Vinabico in 2007.
Sources: www.kinhdo.vn, http://en.wikipedia.org/wiki/Kinh_Do_Corporation

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Problems/Objectives:
The project was created with the goals that will show the situation of Kinh Do
Corporation in the market. With this project, it indicates the strong point, weak
point of Kinh Do Corporation, and the potential capacity of Kinh Do Corporation.
There is much information that we study, we perform some recommendation in
order to help the development of Kinh Do Corporation like as:
 Changing the Kinh Do services better and easier with the consumers.
 Linking with some other partner website to increase sale,
 Using social network, forum, and blog to advertise our product.
 Creating more products for family and the development of modern world
Vision - Mission of the Company
With enthusiastic, creative, visionary and values, actually, we not only
create but also to convey his pride in the products and services essential to a
fulfilling life.
Slogan: "FLAVOR YOUR LIFE"
Mission Statement:
• Kinh Do mission to create consumer products that are relevant, useful
include common foods, essential, additional products and beverages. We
provide safe food, delicious, nutritious, convenient and unique for everyone
and keep a leadership position in the food market.
Macro-Environment: Other Ext. Factors:
Opportunity:
+Potential domestic confectionery market is large, the demand for nutrient food
increasing
+Stable domestic economy and people's income increased, recovery of the
economy is an important driving force contributing to the development of the
Kinh Do, and projects will be implemented quickly. Create conditions for Kinh
Do up to a new position.

4. Page3
+At the time when Vietnam joined the WTO will help to expand the market
Kind Do, develop new market segments. (Revenue of Kinhdo Company
increased 10%-20% and absolutely continues to grow up in the future).
Source: http://www.khoahocphattrien.com.vn/news/kinhtexahoi/?art_id=2405
+Kinh Do applied engineering and technology leading manufacturers in Asia,
with the opening and put into operation a new factory in the Vietnam-
Singapore Industrial Park.
+The upcoming merger between the KDC, NKD and Kido will help strengthen
Kinh Do market position and improve the quality of enterprise management
Threat:
Although the traditional business and growing in Vietnam, Kinh Do has faced
threats such as inflation, adverse fluctuations in foreign currency exchange
rates affect imported input materials. At the same time, the domestic financial
markets are volatile complex; especially the stock market and domestic price
situation today is very complicated place: gold price, price of gas.... also affect
the production process and transportation. Also, Kinh Do also faced threats
from local businesses (Tous Les Jours, Paris Baguette, …) such experience in
design and attitude of staff. The products of Kinh Do are simple and are
suitable for Vietnam so the product will bring difficulties for new markets and
create the risk of rejection.
Micro-Envir: – Firm/ Organ. & Int. Factors:
Strength:
There are five important positive points of Kinhdo Corporation. The first
strong point is that Kinh Do holds 40% market share of the confectionery
market in the country. Secondly, Kinh Do have very good distribution
network, the company owns a retail network throughout Vietnam with nearly
40 Kinh Do Bakery, more than 200 distributors and 70,000 retail outlets
confectionery, 335 distributors and 104,000 beverage outlets and 70
distributors and 15,000 retail ice cream and cold foods. Thirdly, the brand
value Kinh Do has built up over more than 10 years is widely known to
consumers. - 13 consecutive years on the list "Vietnam High Quality Goods"
by Saigon Tiep Thi. Next, Kinh Do ranked fourth in the top 10 most famous

5. Page4
brands in Vietnam; Kinh brand has been associated with the people of
Vietnam. - Product diversification and quality management systems, the ability
to research and development seriously good. Finally, Kinh Do has team of
experienced employees working for multinational corporations.
Source: http://vietstock.vn/2012/06/vi-sao-kinh-do-tro-thanh-thuong-hieu-manh-
36-35592.htm
Weakness:
Beside the strengths, there are several negative points that Kinh Do bakery
should note. Firstly, although Kinh Do is one of the most popular Bakeries in
Vietnam but they do not have delivery service; additionally, there is no space
for customer to eat. Secondly, the essential skills such as communication or
persuading of the staff are quite low. Next, Kinh Do serves only kind of cakes
comparing with other bakeries like Paris Baguette, Tour les Jour or Giral that
they add kinds of drink to their menu such as coffee, soda or juices. Finally,
some common skills such as project management leadership, supervisory,
problem solving and decision problems need to be improve.
Example for a weakness of Kinhdo Company:
According to many article on the Internet or Newspaper showed that although
too many fake Kinhdo mooncakes are sold in the Vietnamese, but Kinhdo still
does not have any solution for that problem.
Sources:
http://www.chg.vn/tu-van-tieu-dung/xem/1497/banh-trung-thu-gia-nhai-canh-giac-
khi-mua-hang
http://nld.com.vn/20100918124833414p0c1014/banh-trung-thu-that-gia-lan-lon.
htm
http://www.vietq.vn/canh-bao/1363-canh-giac-voi-banh-trung-thu-gia-mao-thuong-
hieu

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Competitive Analysis:
Many current snack manufacturing companies are in many different levels.
Therefore, confectionery products are diverse and abundant.
1. Pricing pressure:
When there are many competitors in the manufacturing of the same products,
enterprises are always facing downward pressure on selling prices to improve
competiveness. The promotion policy is a headache issue to the enterprise
management.
2. The quality of the products:
Price is an important issue, but the quality of the product is more important.
Consumers do not accept to spend a lot of money to buy a poor quality product.
The quality of Kinhdo products is more and more focused on food hygiene and
safety.
3. The change in market size:
The current competitive level of Kinhdo on the Vietnamese market is quite
good. However, no one can say that this competition is absoluteness.
The following manufacturers that can compete with Kinhdo:
1. Bien Hoa Confectionery Corporation (Bibica):
Main products: cookie, candy, chocolate, mooncake, malt,... With the aim of
direction to the customers' heath, Bibica has partnered with Vietnam Institute to
research nutrition products for pregnant women, children, people with diabetes
or obese.
Capacity and production technology: hard candy and soft candy are made by
the European appliances. With capacity: 10,000 tons / year, BIBICA is one of
the largest confectionery manufacturers in Vietnam. It is manufactured from
high quality materials, especially malt, so Bibica's candy tastes sweet.
Bibica chocolate products are produced with British technology and equipment.
The annual output is about 600 tons chocolate types. In addition, there are

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others Bibica products: cookie, pie, snack and marshmallows. Bibica provides
about 15,000 tons of confectionery per year.
2. Quang Ngai Confectionery Company:
Quang Ngai confectionery has been known as a superior product over 10 years
with diverse kinds such as: candy types, chocolate, biscuits, cookie, and
crackers. The plant produced nearly 10,000 tons of product types each year.
"Product quality and food safety" is always the first concern of the Company.
Capacity and production technology: Chocolate soft cake was produced by
technology and equipment from Korea (Chocovina). The capacity of Chocovina
line is about 2,500 tons of products. Snack product is manufactured in Taiwan's
technology. Capacity: 1,500 tons / year. Cookies product was produced in
Denmark technologies. Capacity: 5,000 tons / year.
Kinhdo Corporation Bibica Quang Ngai
Confectionary
No Factors important
level
rank Important
point
rank Important
point
rank Important
point
1 Market share 0.12 4 0.48 3 0.36 2 0.24
2 Price
competitiveness
0.05 3 0.15 3 0.36 3 0.36
3 The
breakthrough
product quality
0.1 3 0.3 3 0.36 2 0.24
4 Distribution
network
0.12 4 0.48 2 0.24 2 0.24
5 Effective
Marketing
0.1 3 0.3 3 0.36 1 0.12
6 Customer
loyalty
0.1 3 0.3 3 0.36 2 0.24
7 Financial
Strength
0.15 4 0.6 2 0.24 2 0.24
8 Technology 0.14 3 0.42 3 0.36 3 0.36
9 Professional
management
system
0.12 3 0.36 2 0.24 2 0.24
Total 1 3.39 2.88 2.28

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By analysis of the actual data we can see that the strategy of Kinhdo response very well to the
essential factors for success as expressed by the number of important points is 3.39 which are
higher than that of their two competitors.
Pricing:
There are many good incentives for customers and agents. The currency discount rate for
Kinhdo distributors is higher than its competitors so the expand of the distribution network is
quite easy.
Although raw material prices have increased in the direction of change, but Kinhdo always
carefully balancing the price of each products to be competitive and meet the needs of all
segments of society. Company policy implementation rates for each market segment. However,
According to the content in the article below shows that the current mooncake market, including
Kinhdo mooncake, grows slower compared to previous years because the price is quite
expensive for customers. Kinhdo Company tries to cut the costs of the box in order to soften the
prices, attracting customers in difficult economic conditions. Therefore, I think Kinhdo should
lower the price in order to sell their products and compete with other companies.
http://vietpress.vn/20130807090430948p46c70/la%CC%80m-banh-trung-thu-theo-tui-tien-khach.
htm
Products
One of the most famous brands in Vietnam, Kinh Do Corporation is confectionary
manufacturers top. Prominent advantages compared with another company’s business in
the same industry are diverse industry categories with many different product lines. Some
industry sectors such strong Crackers (with brands such as AFC, Marie, and Cream),
industry Cookies (butter the bread and jam, cake), waffles sector, industrial sector of
fresh bread (bread, flan).
Especially mooncakes products captured 75% market share in the country. They continue
at the forefront of design innovation and product quality upgrading cake. As the result,
sales of Kinh Autumn season are still growing strong despite the difficult economic
context and the tendency of consumers to save. In 2009 which was marked a new media
message about the meaning of Mid-Autumn Festival is the "TẾT CỦA TÌNH THÂN"
and consumers will respond positively to society - With the new packaging design,
beauty and quality improvement. Kinh Do products that consumers use these items as
gifts, but also the words to express are the best wishes in the festival.

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Salted crackers are made from the best imported ingredients using
advanced technology from Europe. Our crackers come in multiple flavors and are
supplemented with Calcium, Vitamin D and E, and fibers, making them the smart choice
of today’s consumers, who demand not only good taste, but also balanced and healthy
diet.
Cream Sandwich Biscuits come with creamy fillings
and many flavors to choose from such as strawberry, chocolate and vanilla
COSY Coconut Butter Biscuits uniquely blend the rich flavor of coconut in each crunchy
bite, making them an irresistible snack!
COSY Mini Biscuits come in small bites but big in tastes, a great choice for the young
and dynamic.
COSY Wafer Rolls with tiramisu, panadus, orange, chocolate, and strawberry fillings are
ideal for sharing with family and giftingE, and fibers, making them the smart choice of
today’s consumers, who demand not only good taste, but also balanced and healthy diet.
COSY Wafer Sandwich is distinct in its flavors and texture. The crunchy wafers
combine wonderfully with 2 layers of creamy fillings bringing about unique and
harmonious taste.
Gatherings of family and friends, or short breaks with co-workers
will be more flavorful if enjoyed with SOLITE. Soft, sweet, and aromatic, SOLITE
sponge cakes are made with traditional recipes from Europe using the most state-of-the-art
technology. Available as swissrolls, layers, and cupcakes, SOLITE cream fillings
include buttermilk flavor, panadus, chocolate, and tiramisu. SOLITE cakes are excellent
choice to show your care to loved ones, or as meaningful gift.

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When the summer heat is raging, nothing is more
gratifying than an ice cream. Get a MERINO! But MERINO does not only quench
thirst, it is also an expression of style and character amongst the young and trendy!
Cake:

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12. Page11

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Pie:
Mooncake:

15. Page14
Although Kinhdo was established in 1993 but the brand Kinhdo remains strong by the
development process, Kinhdo not only focused on the products but they also concerned about the
factors to make the brand. Therefore, their products, especially mooncake, attract many
customers of all ages. Mooncake is the main product of Kinhdo Company that taking traditional
elements as core values and make a difference compared with same products on the market.
Particularly traditional product lines such as: turkey ham, taro, green beans, red beans, coconut
milk and green tea lotus seeds are sold quickly. Kinhdo mooncakes consecutively stays on the
top of the market; the company still improves both quality and packaging design every year. The
Trang Vang Hung Phu products are processed by modern technology with lotus seed Mochi,
Green tea Snow, Butter green beans - a unique combination of tradition and modernity, between
the East and West blends with the French butter, green peas and almonds making up the fatty
flavor.
In particular, with the concern about the customers' health, Kinhdo creates breakthrough for the
mooncakes lines by recipe reducing sweet, the cake is softer, more delicous. It's better for
consumers' health, especially old people.

16. Page15
Marketing strategy:
With the Cosy and Solite, we not only focus the quality of the products but the packaging box is
also beautiful, can attract many customers, especially young people. We have the program "bốc
thăm trúng thưởng" in every product box with many various attractive gifts like bicycle, mobile
phone, or LCD. Additionally, we spend 2000 Cosy box and 2000 Solite box for the charity with
the message "Kinhdo chung tay góp sức", with this activity, Kinhdo do simultaneously 2 things
that helping the poor and introducing their products to customers.
With the hot weather of summer, this is the change for us to introduce many new merino ice-cream
to customers. We improve the taste and add some flavor of fruit to suit the favorite of
customers. We have a program "ghép que rinh giải" with many gifts.
Community
In the business market, the phrase "that's what you pay" seems to have become evident, such as
the quality of products have similar prices, so customers do not buy a cheap product that
substance high and vice versa. Therefore, the Kinh Do mooncakes notorious eye-catching
design, delicious and safe for consumer health so the price of mooncakes alignment Kinh Do
products is generally higher than the other conventional types. However, the company did not
apply the promotion strategy "crisis" such as "Buy 1 Get 1", "50% off" ... Instead Kinh Do
support customers with a large number individual discount for 2 different kinds of bread and
cakes usually high when buying 5 or more boxes. The discount will vary from year to year, but
generally does not fluctuate much. Above is the discount in the autumn season in 201 retail
Additionally, in autumn 2010 Kinh Do promotions also give special gifts applies to the first 100
orders.
Promotion banners supports 50 and 50 glass cabinets for shops and retail outlets. Besides, the
company combined with the online sales site selling gift card with attractive price: 1 voucher
worth $ 120,000, down 50%, just 60.000VND.
Kinh Do organize special musical show to celebrate Mid-Autumn Festival program called
“TRĂNG TÌNH THÂN”. The SHOW will take place on Monday, 09.12.2011 at 20.30 night (to
15.8 lunar night), Hoa Binh Theater in Ho Chi Minh City with the participation of the singer
Dam Vinh Hung, My Linh, Xuan Phu, Ho Trung Dung Phuong Vy Vo Ha Tram, FM group, the
group Sido ... and the host of two MC Ho Quynh Huong and Trung Dung.
In addition, the show brings together the emotion from the good posts in the written
examination” TRUNG THU GỢI NHỚ TÌNH THÂN” was held by Kinh Do on
www.tettrungthu.vn official website, where people share the same memories associated with the
Mid-Autumn or express heartfelt feelings to loved ones. Thereby tighten intimate relationships,
cherish spiritual values - the beauty of a traditional culture of Vietnam has been inherited in

17. Page16
modern day life. The show passed the mental state HN2 live on - radio Hanoi and connected TV
directly on HTV9 waves - HCM City television
Every year in autumn, Kinh Do coordinate with concerned agencies, the social organizations
organized social activities program. Funds for the program elements and 10,000 prizes of a total
value of 550 million has been sent to the children in difficult circumstances in the shelter, the
opening house, the elderly in nursing center ...
In the South, more than 7,000 gifts for Kinh Do program works with humane society would like
to bring to the children in difficult circumstances and made fun, warm air. Organized "full-moon
night" show at Dam Sen Park for around 1000 children. In the northern provinces, 3000 prizes
awarded for the program of the social philanthropist unit, donated 1,000 gifts in the Autumn
program of the Fund for Children of Vietnam organization and 500 gifts for Information Society
Program, funded by the golden heart organizations donated 1,500 gifts to the program of the
Federation of Labor of My Hao province, the relief of disabled children in Vietnam and other
concerned agencies.
This year, the company spent 1.8 billion VND, activities Tet care for the poor: Give tickets for
workers, giving gifts to children and tough families for welcome Tết Quý Tỵ new year. The
company cooperated with authorities; social organizations visited and presented 4000 gifts
totaling $ 500 million, donated 800 gifts to children and elderly in the three centers: Village SOS
Go Vap, Central Tam Binh child Protection and care Center sponsored the elderly and disabled
Thanh Loc - district 12.
Practical help thousands of families to welcome spring, Kinh Do Corporation in collaboration
with TW Ho Chi Minh Communist Youth Union, Thanh Nien organization program “Kinh Đô
chở Tết về nhà” donated 2,600 tickets worth 1, 3 billion, bringing the plight workers in Hanoi,
Hai Duong, Hung Yen back home to spend the holidays in the provinces of Lang Son, Mong Cai,
Quang Ninh, Thanh Hoa, Nghe An ... and workers in the industrial zone of Ho Chi Minh City,
Binh Duong, Dong Nai provinces: Quang Ngai, Quang Nam, Binh Dinh, Phu Yen, Ca Mau, Can
Tho, Vinh Long, Tien Giang, Soc Trang ...
12/05/2013 Welcome mother's day ... Kinh Đô gift voucher at 1 dining at restaurants Kaffe's
Time when buy a cake from 400,000 or more ...
They also have program guidelines baking cake and make the smoothies on Facebook
For national day and international Labor Day, Kinh Đô discount 30% for all sandwiches and
cake
Photo Contest "shared memories - Receive gifts of love"

18. Page17
To celebrate 20 years of establishment, Kinh Do Joint Stock Company organized promotion
"Kinh 20 years - Taste of happiness, fortune age of 20" with a total award of up to 12.5 billion.
The program performs from now until 10-10.
Accordingly, the consumer purchase of any product will receive 1 Kinh lottery vote. Prizes
include: 3 the week "The happiness", $ 2 billion / solution; 240 the week "The pleasure," $ 20
million / solution; 176,000 prize on "The luck" cell phones cards
FEEDBACK
In 5 website we recognize that there are 4/6 feedback are appreciate with Kinh Đô
2/6 felling annoy with service and quality of Kinh Đô
On fan page there are no bad comment for Kinh Đô
http://tnhvietnam.xemzi.com/en/spot/11290/kinh-do-bakery-hanoi
http://tnhvietnam.xemzi.com/en/spot/4865/kinh-do-bakery-saigon
http://diadiemanuong.com/home/f11/%5Bbanh%5D-kinh-do-bakery-cafe-46/
http://www.nicecupofteaandasitdown.com/biscuits/views.php3?filter=117
https://www.facebook.com/kinhdosaigon
Ms. Nguyen Ha Anh, Thuong Village, Me Tri, Tu Liem, Hanoi said: "Cùng chất lượng và trọng
lượng tương đương, giá bánh ngoại bao giờ cũng đắt hơn 15.000 đến 20.000 đồng/gói. Nên hàng
nội bây giờ mẫu mã đẹp, giá rẻ rất dễ thuyết phục người tiêu dùng", chị Anh so sánh.
Ms. Le Thi Phuong Dung Nguyen Phong Sac Street, Cau Giay District, Hanoi, said: "Sau hàng
loạt vụ việc các sản phẩm có xuất xứ từ Trung Quốc gây hại đến sức khỏe nên việc chọn lựa sản
phẩm luôn được người tiêu dùng chú ý đến tem nhãn, tên tuổi nhà sản xuất... Tôi chọn các sản
phẩm uy tín trong nước cho yên tâm. Nếu có thắc mắc về chất lượng hay giá cả thì tôi có thể liên
hệ để được giải đáp".
Ms. Nguyen Thu Huong - candy shop owner, Phung Khoang, Tu Liem, Hanoi, said: "Hiện nay
các DN trong nước đã đầu tư cho chất lượng sản phẩm cũng như chăm chút cho mẫu mã, không
kém gì hàng ngoại, giá lại rẻ hơn hẳn nên đã lấn át hàng ngoại nhập".
“I love this little bakery, for sturdy, honest bread, delightful sandwiches, friendly donuts, and
thoughtful, attentive staff. I get Donkey Kebabwiches to go and eat them by the lake- a perfect
combo.
http://tnhvietnam.xemzi.com/en/spot/11290/kinh-do-bakery-hanoi

19. Page18
“A crusty baguette may not be a mainstay of Vietnamese cuisine but it is definitely one close
relative, and one which Kinh Do does well. This newly opened bakery sells fresh croissants,
tarts, polos? and cakes, along with pizza, sandwiches and the de rigueur croque monsieur. They
deliver all and have an English menu. Prices are very reasonable and overall quality is much
better than the Korean stepchild 2 doors down.”
http://tnhvietnam.xemzi.com/en/spot/4865/kinh-do-bakery-saigon
“Thức ăn thì không biết thế nào nhưng phong cách phục vụ thì tệ, bước vào hỏi quản lý mấy câu
mà được 1 khuôn mặt lạnh lùng, cảm giác như không muốn tiếp khách, thoi đành phải đi ra,
byebye luôn, không bước vào lần thứ 2 ...
chỗ này ngồi như uống cafe thì đẹp và ok, chứ bánh ăn cũng bình thường hổng được ngon lắm
bánh kinh đô ngon mà giá cả phải chăng không thể so sánh với các loại bánh đắt tiền khác được,
cái này rất phù hợp với học sinh, egg tag ngon tuyệt nhưng béo lắm”
http://diadiemanuong.com/home/f11/%5Bbanh%5D-kinh-do-bakery-cafe-46/
“About the Kinh Do Bakery biscuits you mentioned. They have a website too kinhdofood.com.
You're right, they are Vietnamese. I haven't tried the biccies you mention, but living in Vietnam
they have a poor rep. as cheap garbage and no-one I know buys them. Korea does slightly better,
but not much. Fortunately I have never come across Chinese biscuits. One future tip, I'd steer
well clear of Polish biccies if I were you.
Nicey replies: Actually their website is quite good, and packed with pictures of their biscuits,
which my head (and entire alimentary tract led by my taste buds are advising against), where as
my heart says 'perhaps'. They would probably have to get me semi lashed up on something first,
however, I don't think I could do it sober. Not after the last time.”
http://www.nicecupofteaandasitdown.com/biscuits/views.php3?filter=117
Advertising
Advertising on Facebook: Facebook used to advertise new products or product sales. the feel
about product lines and the sharing of activities for families and communities as a company can
be words of encouragement and support for the product as well as strengthening customer
confidence for the young and for that they also advertise on many popular sites like: 24h.com.vn:
kenh14.
https://www.facebook.com/kinhdosaigon
Potential customers of Kinh Do's and families who have low income. Kinh Do desire to bring
pleasure and happiness in life. The products of Kinh Do have moderately priced and suitable for
multiple layers and can fully meet the expectations of consumers

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Distribution System
Distribution network and extensive sales Kinh Do is an important factor promoting the KDC
revenue growth in recent years. Currently, the Kinh Do product reaches customers through a
distribution system with over 200 distributors, 40 Kinh Do Bakery and 65,000 retail outlets.
Good distribution system, the operator will basically be a catalyst for revenue growth in the
future.
Affiliate Network: Kaffe's Time
Kaffe's Time - European style café restaurant at 21 Cao Thang, District 3
Exquisite in every detail, elegant in style and taste culinary style Western Europe are
factors bring different and unique for Kaffe's Time. Come to Kaffe's Time, you will be
experiencing themselves in a simple architectural space, subtle but equally warm. The melodious
music humming in harmony with unique culinary flavors to bring you the experience sweet and
unforgettable moments of relaxation on your friends and relatives.
Kinh Do needs to build a cafe and cake shop. I think it is a good idea. Kinh Do create a
closed network, they do not link with other businesses. Kinh Do not has much experience in
opening and operating the business in the small shop, they can partner with small coffee shop to
put the product on the main menu. They can cooperate with large companies to serve cake in the
company party. In the small party can serve the traditional cake that would help develop the
country's economy.
Wel Nutrition Company (USA) from the U.S. with the high-tech processes to provide
absolute benefit for children in Vietnam. They developed three main product lines:
PR & Word Of Mouth
"Many people would say that if you want to buy bread to feed or give gifts to your
friends, you should buy Kinh" is the goal that Kinh Do want so widely advertised the product as
they create testing new cake in the store or they introduced at the small cafe to attract customers
The website does not have the feedback of the customer so Kinh Do will have difficulty to
understanding about customer comments. They should design the feedback link and can learn
directly comments customer. They should have banners in many online magazines like
Thanhnien, tuoitre ..... to introduce about many new advertising like “KINH ĐÔ 20 NĂM – VỊ
CỦA HẠNH PHÚC, LỘC TUỔI 20” with many prizes to celebrate for 20 years.

21. Page20
Alternative Evaluation Including Criteria:
safe solution:
 The main source of income is Revenue from the production and processing of food and
providing stable earnings and cash flow to the company, which is the basis for the
development of other business sectors. However, sales also change seasonally. Highest
revenue usually falls in 3rd quarter of the year it’s time Mid-Autumn Festival, the time
consumption of the strongest in years. They need to change and improve many products
like cookies for elderly peoples, they can add moderate amounts of vitamin D that is
suitable for the elderly peoples and luxurious design can make gifts in the greeting party
like the expectancy celebration party. not only for the mid-autumn festival, Kinh Do can
design gifts by orders or the festival occasions with their experience.
 My company choose Trung Nguyen café in order to develop brand not only Kinh Do
bakery brand but it also Trung Nguyen café brand. I will give reasons to my company
and Trung Nguyen cafe that can cooperate together.
Firstly, we are affected competition from not only domestic company but also company foreign
such as:
- Kinh Do bakery: Bibica, Hai Ha, Vinabico, cookies.
- Trung Nguyen café: Gloria Jean’s Coffee (Australia), Coffee Bean & Tea (USA), Illy
(Italia), Angel In Us (Korea), Highlands Coffee, Starbucks.
Secondly, our brand are very popular in country (according to Nielson Vietnam, Kinh Do rank
4/10 have most brand popular in Viet Nam). We can use slogan to marketing “Vietnamese give
priority to use Vietnam goods”
Thirdly, to demand customer today, they want to drink café to taste or meeting with friends and
also want to eat cake to help them decrease stress or relax after their time busy to work.
That is why we should cooperate to develop brand domestic.
Less adventure solution:
 Kinh Do Corporation was named as community businesses so why do not we expand the
scale the focus on products such as traditional products like that we can promote the
different cultures in the land water for our friends over the world. Nowadays many
foreign companies returned Vietnam for operation and Development, we can create
products with the traditional cake in Vietnam to make gifts of the conference, cooperation
with foreign enterprises to create the traditional product lines that will help Vietnamese
products go further and reach out over the world. Everyone will enjoy the new flavors
from the ordinary cakes. They would like to try and share with friends, so the whole

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world will know about us and find a taste of home. The other hand, we will open up a
bakery with services such as ordering and testing cakes where customers can sit and
enjoy tea flavor in each of pie, additional traditional cakes on the menu as a new way of
life. In modern life, everyone want to find peace for himself in the coffee shops with the
traditional cake - the sweet taste of cakes and bitter taste of tea will bring people into the
new world. Opening traditional coffee shops that will create a new trend for coffee styles
in Vietnam and maintain traditional cultures.
Risk solution:
 Kinh Do products have good quality, but if you want to penetrate international markets to
increase export revenues, they can export products to European countries with reasonable
appetites with a combination of border position of Europe and Asia. For example, they
can be combined with the technology of the West to the product, such as the preservation
of the traditional cake is usually not high maintenance time and often have difficulties in
shipping - weather, the process can cause damage and that the product is not fresh - they
can replace some exterior materials to avoid the difficulties of transportation, but also it
does not change the quality of products
Customers:
 Customer segment of Kinh Do is the household and the mother who always wanted to
bring joy to the family. In addition, young people are also potential customers of the
business because the products of Kinh Do is suitable for small party and picnics. Young
people who need to satisfy their life by buying the cakes to share with friends in their
spare time. However, they create the link between sellers and buyers that is important
because if there is the link, the seller can understand customer psychology or options
methods of sales promotion suitable for each season and each specific needs