Executive summary The Fruit Republic (“TFR”) is a company in Vietnam offering citrus fruits for both export and domestic market. In 2012, Company expects to accelerate its expansion in domestic markets, including Hanoi and Ho Chi Minh City.
TFR plans to expand quickly into Hanoi market to capture the growing demand for pomelo in this market via distributing to fruit shops in Hanoi. TFR also plan to participate in fresh food industry by supplying fresh cut pomelo directly to working females in Ho Chi Minh. With the established brand name as a quality fruit producer and well-defined marketing plan, TFR expect to successfully execute this expansion plan.
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1. Introduction The Company TFR is the first fresh fruit company in Vietnam that having professional packing house, proper handling and cooling facilities and a well managed contract farming system. Company’s facilities and farming area locate in Mekong Delta and its sale and management team locates in Ho Chi Minh and Hanoi The Products & Markets TFR’s product portfolio comprises of fresh fruits and fresh cut. TFR has been offering fresh fruits, including Honey Pomelo and Pink Pomelo, in domestic markets under “Meko Star” brand since 2008. Most of the products are currently distributed in modern trade channel. Its pomelo is estimated to account for 10% of the pomelo market in Ho Chi Minh and 2% in Ha Noi. In 2012, TFR is developing fresh cut products, including Honey Pomelo fresh cut, Pink pomelo fresh cut and mixed fresh cut from its processing facilities in Mekong Delta. Fresh cut has been sold in super market channel in Ho Chi Minh; however the sales performance is under expected. The following are the marketing plan for the expansion of Pomelo sales in Hanoi; and Fresh-cut sales in Ho Chi Minh.
2. Market summary Market overview Vietnamese consumes a lot of fruit and Citrus is considered as the second most popular choice, after banana. The average consumption rate of citrus in big cities, like Hanoi and HCMC, is 4 kg per month. Within the Citrus market, Pomelo and Mandarin are the largest product segments. The demand for Pomelo is associated with its health benefit and...