2.

Situation analysis
2.1. SWOT
2.1.1. Strengths
 Demand for vegan cosmetics in Vietnam is growing at an expected CAGR
of 10% during 2023-2028
 Consumer trends: Vietnamese consumers are increasingly interested in
natural, safe products with clear origins. According to Euromonitor
International, 60% of Vietnamese consumers are interested in products of
natural origin
 Competitive advantage:
Vegan cosmetics can differentiate themselves from traditional cosmetic products,
attracting potential customers interested in ethical and sustainable lifestyles. Vegan
cosmetics can attract potential customers interested in an ethical and sustainable
lifestyle, accounting for about 20% of the Vietnamese population.
 Development potential:
The vegan cosmetics market in Vietnam is still new, with a lot of potential for
development and competition. Businesses that enter the market early can have a
competitive advantage and dominate a large market share.
2.1.2. Weaknesses
 The cost of vegan cosmetics may be higher than that of traditional cosmetic
products. High prices may cause some consumers to shy away and switch to
cheaper products.
 Brand awareness :
Awareness of vegan cosmetics in Vietnam is still low, requiring much effort to
promote and educate consumers about the benefits of the products. Many
consumers do not know or understand vegan cosmetics, leading to hesitation in
using the products.
 Distribution channel:
Distribution channels for vegan cosmetics are limited, mainly concentrated in
specialized stores or online sales. Reaching potential customers is still difficult
because the product has not been widely distributed.
  Fierce competition:
The vegan cosmetics market is gradually attracting many businesses to participate,
leading to fierce competition. Large businesses with financial resources and
extensive experience can dominate the competition.
2.1.3. Opportunities
 The development of social networks and e-commerce, according to Statista,
72% of Vietnamese people use social networks. Businesses can use social
networks to reach more than 60 million potential customers.
 The increase in income, according to the World Bank, Vietnam's per capita
income is expected to reach 4,000 USD by 2024. The demand for high-
quality and safe products for health will increase.
 Support from the government: The Vietnamese government has many
policies to encourage the development of production and consumption of
environmentally friendly products. Businesses that produce vegan cosmetics
can benefit from these policies.
 International cooperation: Vietnamese businesses can cooperate with
international businesses to learn from experience and develop high-quality
vegan cosmetic products.
2.1.4. Threats
 Counterfeit and imitation goods: According to Euromonitor International,
20% of cosmetics sold in Vietnam are counterfeit. Counterfeit and
counterfeit goods can affect the reputation of vegan cosmetic products.
 Trade barriers: Tariffs and regulations on cosmetic imports can hinder
Vietnamese businesses from accessing international markets.
 Climate change: Climate change can affect the source of raw materials for
vegan cosmetics production.
 Changing consumer trends
2.2.Problem
The problems that vegan cosmetic companies encounter are:
 Customers are not aware of the cosmetic brand.
 Lack of interaction between potential customers and the brand.
  The company's sales are decreasing so this campaign needs to increase
revenue for the company.
 Desire to position the brand as the number 1 vegan product in Vietnam.
 Compete with cosmetic companies to regain market share in the skin health-
conscious market in Vietnam.
2.3. Objective
Business: Increase sales
Marketing:
Positioning: Market Leader in vegan cosmetics in Vietnam market
Increase penetration: successfully attracted 25,000 new users
Communication:
Create awareness widely and remember “VeganVibe _The first and No.1 vegan
cosmetics in Vietnam.”
Reach: 6,000,000 people ( 3,000,000 target customers )
Be aware of the message: 1,000,000 target customers