GROUP 8

INTERNATIONAL BUSINESS
EXPORTING SHRIMP TO THE
EU AND CHINA

P R E S E N TAT I O N
 01
CONTENT: CREATING EXPORT
BUSINESS PLAN
02
DEVELOPING
MARKETING PLAN
03
FINANCIAL & FORECASTING AND
PRODUCT PRICING
04

UTILIZING TECHNOLGY
05
MARKETING PLAN
06
DOCUMENT
AND CUSTOM
1. CREATING EXPORT
BUSINESS PLAN
 Market Expansion: Benefits/Trade-offs
Trade-offs:
Benefits:
• Increase revenue and profits • Increased costs
• Reduce dependence on current market • Quality control issues
• Expand the sales potential of existing products • Currency fluctuations
• Exploit technology • Cultural differences
• Legal and regulatory issues
• Competition
Overall, exporting shrimp can provide
businesses with significant benefits when Overall, the decision to export seafood
expanding into new markets, but it also is a complex one that requires careful
requires careful planning and management consideration of the costs and benefits
to ensure success. involved.
Business Analysis

For many years now, consumers have known that

Minh Phu always provides customers with
international quality nutritional solutions,
meeting the needs of all consumers with products
diverse in specifications and samples. codes, and
certifications, associated with two main product
lines: black tiger shrimp and white leg shrimp.
Products are highly appreciated by customers
across the country. Also from traditional key
products up to now, Minh Phu has developed Minh Phu Seafood Corp

many product designs to suit consumer needs

such as: Whole frozen fresh black tiger shrimp,
whole frozen white leg shrimp, NOBASHI tiger
shrimp
 Industry Analysis
Step 1: Find export data available on your
industry
1. Promote shrimp exports to the EU
market
2. Potential for exporting shrimp to the
RCEP market
3. Government’s role has many policies
and regulations to affect seafood export
activities
4. With a long coastline and large inland
water surface system
5. Shrimp farming areas meet the strict
standards of importing countries
Step 2: Research how competitive your
industry is in the global markets.
1. Competing companies from Ecuador have
lower prices
2. Ecuador, India and Indonesia are also
innovating technology and producing value-added
goods
3. Cheap labor costs
Expected revenue: 2000000 USD
-Due to population growth, rising average
income, and changing consumer tastes.
-The application of advanced seafood processing
technologies and effective management
-The government creates conditions to support
exports.
-Developing and expanding new export markets
 Industry Analysis
Step 3: Assess your industry’s international Step 4: Research government market
growth potential. studies.

1. Potential for exporting shrimp to the 1. Vietnam Association of Seafood

RCEP market Exporters
2. Promote shrimp exports to the EU 2. Export activities of Minh Phu
market company
3. Having strengths in processing value- 3. Export volume of shrimp
added products with high technology
 Products with Export Potential
Product/Service Strengths Weaknesses Reasons for Potential Export
Success
Whole frozen fresh black Can be transported long Freezing and transportation The amount of inventory in
tiger shrimp distances and stored longer costs are quite high the markets tends to
High commercial value Packaging and storage must decrease Target markets
be done properly have demand for processed
seafood consump

Whole frozen white leg Large output Good price Climate affects quality and
shrimp High quality, less damaged output Can get infected with
many diseases if you don't
take good care of it
The amount of inventory in
the markets tends to
decrease Target markets
have demand for processed
seafood consumption

NOBASHI tiger shrimp Large output Good price Damaged or lose quality if The amount of inventory in
High quality, less damaged not transported and stored the markets tends to
properly decrease Target markets
have demand for processed
seafood consumption
 Matching Products to Global Trends/Needs

Product: Shrimp
HS CODE: 0306

Major customers:
High and medium payment ability.
Use products that are fast, ready-made, and easy to
use.
Use products that are safe and have high nutritional
value.
 Reasons choose market
EU
Having a concentrated population with
high income levels and consumer needs
requiring high quality products, rich in
nutritional value but convenient to use.
The Vietnamese government has many
support exports with EVFTA policies
with preferential taxes.
China
China is a market of billions of people so
consumption is very large. Vietnam is
adjacent to China, which helps reduce
logistics costs and demand for seafood in
China is increasing.
The Vietnamese government is creating
conditions to support exports with
ACFTA policies with preferential taxes.
 Short- and Long-term Goals

Step 1: Define
short-term
goals

• Reputable marketing for your

business
• Modernize businesses
• Increase product quality
• Increase product quantity
• Gain the market share
 Short- and Long-term Goals
Step 2: Define
long-term goals
• Increase profits
• Develop enterprise strength
• Expanding into new markets
• Diversify their operations
• Access valuable resources
Goals Tasks Requirements
Product profitability Increase revenue Expand international
opportunities from initial
penetration of a market to
other similar markets.
Modernize business Invest in machinery, Expand international
modernize production opportunities from initial
processes and improve penetration of a market to
employee lives other similar markets.
Widens the Market Expand international Expand international
opportunities from initial opportunities from initial
penetration of a market to penetration of a market to
other similar markets. other similar markets.
 Short- and Long-term Goals
Next steps Timeline Complete date

Reputable marketing 3 weeks 21/01/2023

for your business

Step 3: Develop an Modernize businesses 1 months 20/02/2023

action plan with
timelines to reach your Increase product 3 months 01/03/2023
short-term goals. quality
Increase product 2 months 01/05/2023
quantity
Gain the market share 6 months 01/11/2023
2. Developing
Marketing Plan
Your Industry in Target Global Markets

How Vietnamese companies market products to the EU and China

- Packaging: beautiful, colors attract all ages
- Price: reasonable and affordable
- Food safety: Certificate of Food Hygiene and Safety;
Compliance with standards as Global GAP, SQF,…
- Marketing: Hire employees to introduce products at
supermarkets and retail stores.

This Photo by Unknown Author is licensed under CC BY-SA

Your Industry in Target Global Markets

What has made global competitors successful?

EU:
• Ecuador and India are two strong competitors, they offer lower
prices to attract customers. At the same time, large output should This Photo by Unknown Author is licensed under CC BY
BY-NC

meet enough supply.

• In addition, competitors have received certificates from the

demanding market on food safety before.

This Photo by Unknown Author is licensed under CC BY-SA

Your Industry in Target Global Markets

What has made global competitors successful?

China:
• Industry standards: apply Product Standards and Certification
Requirements to product This Photo by Unknown Author is licensed under CC BY
BY-NC

• The workforce has professional qualifications and a high level of

knowledge about shrimp farming
• Better waste treatment and environmental protection.
• They are aimed at the mass market with the majority of
consumers
• Abundant supply in large quantities

This Photo by Unknown Author is licensed under CC BY-SA

Defining Your Marketing Strategy

01
Consider your overall business approach

02
Define your international pricing approach

03
Define your promotional approach

04
Define customer services. Include aspects such as in
country technical training and after sale service
 Defining Your Marketing Strategy
Step 1: Consider your overall business approach
Export experience:
Size of firm: Medium • The company has built a strict production and quality control
Product: Shrimp process to ensure products meet strict Japanese standards.
Resources to develop the market: • The company has also invested in advanced technologies to
• Abundant supply enhance productivity and production efficiency.
• Cheap labor • Minh Phu has a lot of experience and expertise in the field of
• The infrastructure seafood export to Japan, and has achieved much success in
• Advanced technology developing this market.

Business conditions:
• China has geographical conditions close to Vietnam, a large population, large market demand, and policies to
support export promotion such as ACFTA.
• The EU is a large market with large consumption power, high quality products, convenient to use, suitable for
"instant food" needs of consumers, and high average spending level.
 Defining Your Marketing Strategy
Step 2: Define your international pricing approach
Factors in setting prices:
• Product price
• Consumer market
• Economic status
• Supply and demand situation

Discount policies: Discount on expired items. When a

product is first introduced to the market, reduce the price to
attract customers to accept the new product.
 Defining Your Marketing Strategy
Step 3: Define your promotional approach

01 02 03 04 05

Media and advertising,

Events and exhibitions, Vietnam Fisheries Seafood Export Global China Fisheries and Seafood
online marketing
direct sales International Export
Exhibition (Vietfish)
 Defining Your Marketing Strategy
Step 4: Define customer services. Include aspects such as in country technical training
1. Customer services

Get to try products Client consultant Promotions and Customer

before buying incentives Gratitude

2. Types of payment: Cash or Bank transfer

3. After - sale services: Business partners provide feedback on product quality or other low quality product.
If any, via hotline or email listed on our company’s homepage
 Identifying Customer Within Your Chosen Markets
Ideal customer Ideal agent/Distributor

-Size: medium or small -Size: medium or small

-Range: Mainly in urban areas, some suburban -Range: Mainly in urban areas, some suburban
areas areas

-Product lines: fastfood, seafood, Shushi,… -Product lines: fastfood, seafood, Shushi,...

-Experience: 5 - 10 years of experience in -Experience: 5 - 10 years of experience in

importing and selling potential product lines. importing and selling potential product lines,
Such as: Alibaba, Carefour, Metro AG, ….. experience in marketing, product packaging,
Accounting Worksheets: Costing, Financial
Forecasting and Product Pricing
3.FINANCIAL & FORECASTING
AND PRODUCT PRICING
Financing
Your
Export
Venture
Costing,
Financial
Forecasting and
Product Pricing
Costing,
Financial
Forecasting
and Product
Pricing
Costing,
Financial
Forecasting
and Product
Pricing
Costing, Financial
Forecasting and
Product Pricing
Costing,
Financial
Forecasting
and Product
Pricing
Costing,
Financial
Forecasting
and Product
Pricing
Costing,
Financial
Forecasting
and Product
Pricing
Costing,
Financial
Forecasting
and Product
Pricing
4.UTILIZING TECHNOLGY
Technology Tracker
 Online export tools
Export Genius Alibaba Kompass
Provides export-import data and market Popular platform connecting buyers and sellers
A global business directory
intelligence globally
Useful for finding potential business
Help businesses analyze market trends, find Used for international trade and can be a
partners and customers in various
potential buyers, and track competitors valuable resource for finding suppliers or
industries worldwide
buyers

Trade Map TradeGecko CargoSmart

A cloud-based inventory and order management Offers solutions for shipment management,
Offers trade statistics and market access
platform visibility, and documentation
information
Help businesses with multiple aspects of the Help optimize the supply chain and improve
Helps businesses analyze global trade flows
supply chain, including order fulfillment and collaboration between different stakeholders
and identify potential markets
tracking
 Electronic Data Interchange
IBM Sterling B2B Integrator
Dell Boomi
A part of Dell Technologies, provides a cloud-based
Provides a comprehensive B2B integration solution,
integration platform that supports EDI
including EDI capabilities
Helps businesses connect and automate processes
Helps businesses connect with trading partners, automate
between different applications and trading partners
document exchange, and enhance visibility across the

supply chain

SAP Business Network SPS Commerce

SAP offers a business network that supports Offers cloud-based EDI services for retailers,
EDI transactions among trading partners suppliers, and logistics providers
Integrates with SAP ERP systems and provides Helps streamline the exchange of documents
a platform for collaboration and electronic and information between trading partners in the
document exchange retail industry
 Electronic tracking
Flexport
FedEx Tracking
Provides an electronic tracking service that A modern international freight forwarder that

enables customers to track the status and provides real-time tracking and visibility into the

location of their shipments in real-time entire supply chain, including ocean and air freight

Amazon Logistics

Amazon provides real-time tracking for packages

through its logistics services
Customers can track the delivery progress and receive
delivery notifications
5. Marketing Plan
 Market Factor Assessment
EU
The average seafood consumption per capita in
the EU is high, ranked first in the list of the
largest seafood import markets in the world.
- Diverse consumption practices
- Diverse consumer segments require diverse
product and price needs
- Promote the application of non-tariff
measures
- Focus on quality factors, ensuring food
hygiene and safety
China
China will continue to set higher requirements for
both export and import product standards.
- Chinese consumers prefer fresh seafood to
processed foods, so domestic processed seafood
consumption is relatively low
- The epidemic has changed the food standards of
Chinese consumers, and food quality and safety
have become the top choice
Your Industry in Target Global Markets

01 02 03
Product Compliance
School with France and
researcht Preparation
Regulations

04 05 06 07
Building a Marketing Customer Monitor and
Distribution and Support and evaluate
System Promotion After Sales
Strategy Service
Building A Distributor or Agent
Relationship
- There are many distribution channels, bringing brands to the
international market, one of which is participating in exhibitions
- Businesses will have the opportunity to directly introduce
products to agents and distributors from many parts of the world,
and at the same time receive immediate feedback and reviews from
them to improve the product as well as learn about the market
- Through participating in exhibitions, businesses learn more
experiences from partners or reputable brands in the market, and
listen to the sharing of practical experiences
Marketing Your Product/Service
01
Businesses need to seriously comply with
regulations set forth by the target market

02
Equip a trip monitoring device or use smart
software such as I-tracing or cloud
technology

Businesses should install management tools 03

in each stage of production and processing

04
Research on trademark registration procedures and
regulations on geographical indication registration to
create your own brand and mark on the market
05
Fully meeting quality standards, the new
packaging design is branded with the logo and
Vietnamese brand and image
Identifying Practical Needs

01 02 03

Demand is increasing and Health - the top priority Export businesses must
diverse criterion continuously update to keep up
with trends and capture the
marketr
 Defining Your Marketing Strategy

Product Promotion Pricing strategy Place strategy

strategy strategy

• Focus on the health • Create many distribution
benefits of shrimp channels
products
• Post articles on online
• Focus on the stories of websites, catalogs introduce
the shrimp's journey product and business
from farm to table information, giveaways or
business cards are carefully
and professionally designed
and printed
• The advantage of
preferential tariffs, input
materials, imported
machinery and equipment
and cheap, skilled human
resources, all help
Vietnam's shrimp exports to
be profitable
Distributed through 4
main channels:
• Commercial enterprise
• Processing enterprises
• Agent
• Retail
6. DOCUMENT AND
CUSTOM
6. Document and Custom

Export Documentation Process

and Customs Clearance 01 Installation of 02 03
VNACCS Registration for
Preparation of Specialized
Document Set Customs
Declaration Examination
Software

04 05 06 07
Declaration and Acquisition of Compilation of Customs Sub-
Transmission of a Delivery Customs Department
Customs Order Document Set Procedures
Declarations
Thank
You