GROUP 12

MICRO-
ENVIRONMEN
 01 THE
COMPAN
Y
History
Kymdan Company, which is known as
Saigon Rubber Joint Stock Company, is
Microenvironment | Group 12

very high in quality and popular with

customers in the market

CEO
Nguyen Tri Tan (the son of
the founder)
THE COMPANY
• MARKET SHARE
For domestic market: With a population of more than 98 million people,
the domestic market is still a potential market for Kymdan in the
coming time.
For overseas market: Continuously research and improve technology,
invest in after-sales, insurance, etc., evaluate product quality according
to international standards

• DEPARTMENT
Many head offices and agencies have been placed across the world
such as Melbourne, Victoria, Sydney, and California.

• MISSION STATEMENT
“Made-in-Vietnam” products
 02 THE SUPPLIERS
• MAIN INPUTS: RUBBER, LATEX
With abundant red basaltic soil and favorable natural conditions, natural latex rubber in
Vietnam is substantial and abundant enough to provide a major source for Kymdan’s
company

• VIETNAMESE RUBBER PLANTATIONS

South East, Central Highlands and North of Vietnam
Microenvironment | Group 12

• DOMESTIC RUBBER MARKET

Vietnam has a strong position in planting and
exploiting rubber trees.

=> DIVERSIFY SUPPLIERS

 THE PARTNERS
• DISTRIBUTION SYSTEM
- 02 overseas branches, 03 domestic branches
02
- There are more than 400 stores and agents locally and abroad

- Registered its trademark in 103 countries and territories.

• KYMDAN LABORATORY
Modern equipment and machinery, specializing in natural latex study

• IN-APP PAYOO
Kymdan Store application uses Payoo payment gateway, belonging to VietUnion

• PAYMENT METHOD
Citibank, Master Card, Eximbank, Sacombank, HSBC

• A MEMBER OF THE AUSTRALASIAN

FURNISHING ASSOCIATION
RESELLERS (WHOLESALERS & RETAILERS)
• More than 550 shops located in Vietnam (Internet, 2021)
03

INTERMEDIARIES
MARKETING
• The number of Kymdan’s stores is still rising
• 22 districts in Ho Chi Minh City, 21 districts in Ha Noi, 8 districts in Can Tho
and 3 in Da Nang
PHYSICAL DISTRIBUTION FIRMS
• The headquarter in Ho Chi Minh city and 3 other domestic branches which
03

INTERMEDIARIES
MARKETING
are in Ha Noi, Can Tho and Da Nang to manage the distribution channels
• 2 agents in Australia and USA
• Kymdan also exports products to other countries such as the USA, Korea,
Singapore, Taiwan, Thailand,...
 04 COMPETITORS
1. Direct competitors
Microenvironment | Group 12
 04

COMPETITORS
Table 2. Competitors' Price and Quality
 04 COMPETITORS
2. Indirect competitors

VIETNAMESE PEOPLE HABIT

Sleeping on the hammock since ancient times
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PRODUCTS NOT MADE FROM

NATURAL RUBBERS
• Ex: hammock, mat...
• Made from different materials: spring
mattress (đệm lò xo), mattress (đệm bông),...
 05 PUBLICS
1, LOCAL PUBLICS
• Kymdan deluxe mattress has rooted deeply in the minds of Vietnamese people
• The true values of the convenience and healthiness of its deluxe mattress to the customers
- involving in medical field or hospitality
• From Vietnamese customers' viewpoint: an extremely long lasting durability that can go
“beyond time and space”
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Hospital Hotel
 05 PUBLICS
2, GENERAL PUBLICS
• Kymdan deluxe mattress is highly praised and recommended by Dr. Rodney Rowe, a specialist
in bone and spine in Australia.
• It is used by the Long Beach Resort and Saigon-Phu Quoc Resort also use Kymdan deluxe
mattresses for their rooms.
• Good comments from the foreign visitors -> enhance the reputation and the
loyalty/trustworthiness
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Long Beach Resort Room

 05 PUBLICS
3, MEDIA PUBLICS
Kymdan got issues about advertising
• In 2001, Kymdan was sued by Van Thanh, Mousse Việt and Anh Dung for its advertisement
containing the content that degraded the quality of those 3 companies’ products.
=> An inappropriate comparison between the products and unfairness in competition
• Kymdan had to officially apologize to the 3 relevant companies and made corrections to its
Microenvironment | Group 12

advertisement
=> SAVE THE REPUTATION
 CUSTOMER MARKET 06
• The first enterprise to build a brand of 100% natural rubber mattress, Kymdan has a solid start
in entering the minds of consumers and becoming the first choice of consumers when choosing
mattress products.

• Survey via the Internet: asking 100 customers to buy mattresses, up to 78% of respondents
answered that the first brand that comes to their mind is Kymdan products, and their problem
78%
when choosing Kymdan products is just the price problem.

• According to a survey of 100 customers who have used Kymdan's products, 97% of customers
think that they will continue to use Kymdan's products. 97%
=> With the population of more than 90 million people, the domestic market is still a potential market of
Kymdan in the near future.
 06
BUSINESS
MARKET
HOSPITAL MARKET
Medical facilities, especially large
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hospitals, medical centers with private

or foreign elements

HOTEL MARKET
• Hotels, motels, resorts,…
• Focusing on the high-class group
?RESELLER MARKET
06
KYMDAN Vietnam has the headquarter in Ho Chi Minh, 03 branches (in Ha Noi,
Da Nang, Can Tho) along with shops, agents all over the nation.

?INTERNATIONAL MARKET
Kymdan mattresses are extensively used and have branches in the USA
(California) and Australia (Melbourne, Sydney).
In addition to selling products directly to customers, Kymdan also sells indirect
products through retail stores to expand their target markets.
NANO-SILVER
A KYMDAN'S PRODUCT
 Anti-Bacterial Rubber Mattress using Nano-
SWOT Silver technology

Analysis • This is a specialized, high-class product with Kymdan's principle:

"Quality is the first priority".
• It gives customers a superior value.
• This product will focus on hotel and hospital customer groups
with high-end institutions, however, the product is also suitable
for individual customers in need.
Strengths Weaknesses
What advantages does your company • High price
have? What do you do better than • Lack of selling online
anyone else? What are your unique
selling points?

Opportunities Threats
What changes in technology, • The trading conflicts between
policies, and social pattern scan be a America and China
growth opportunity for the • Competitors
company?
 Product refers to the good or service
STRENGTHS you are offering to customers. What
• Brand needs does this product fulfil? What
• Features frustrations does it address? What
• Packaging makes it compelling to customers
suchthat they will believe they need
to have it?

Price is what customers pay for a

OPPORTUNITIES product or service and it takes into
• Price account the cost of production.
SWOT ANALYSIS • Discounts What is the value of the product or
• Bundling deals service to customers? Are there
• Credit terms established price points for this product
or service in the market? How will this
price compare with competitors?
WEAKNESES
HIGH PRICE
• The main sources of material used by KYMDAN are from domestic
suppliers, it is hard for the company to take the initiative to control the
amount of material and its price.
• Depending on the rubber market

SWOT ANALYSIS I GROUP 12

• Nano-silver is an expensive material

LACK OF SELLING ONLINE

• Kymdan did not follow the shopping online trend since it does not have
an online shopping system
• Making a loss on customers
THREATS
HIGH PRICE
• The main sources of material used by KYMDAN are from domestic
suppliers, it is hard for the company to take the initiative to control the
amount of material and its price.
• Depending on the rubber market

SWOT ANALYSIS I GROUP 12

• Nano-silver is an expensive material

LACK OF SELLING ONLINE

• Kymdan did not follow the shopping online trend since it does not have
an online shopping system
• Making a loss on customers
 • The main sources of material used by
Kymdan are from domestic suppliers, it

WEAKNESSES is hard for the company to take the

initiative to control the amount of
• High price material and its price.
• Lack of selling online • Nano-silver is an expensive material.

SWOT ANALYSIS
Price is what customers pay for a
product or service and it takes into
THREATS account the cost of production.
What is the value of the product or
• The trading conflicts service to customers? Are there
established price points for this product
between America and or service in the market? How will this
China price compare with competitors?

• Competitors
 12

Thank you!
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QUESTIONS OR CLARIFICATIONS.