Marketing Strategy for Exporting Thuong Dinh Shoes to Sweden

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VIETNAM NATIONAL UNIVERSITY
HANOI SCHOOL OF BUSINESS

|SUBJECT |: INTERNATIONAL BUSINESS | |PROFESSOR |: THADDEUS HOSTELLER | |TOPIC |: MARKETING STRATEGY FOR EXPORTING THUONG DINH SHOES TO SWEDEN | |GROUP MEMBERS |: NGUYEN THANH CONG | | |: LE THI PHUONG NHI | | |: DO THI THEM NGOC | | |: NGUYEN MINH QUANG | |DUE DATE |: MARCH 06 ,2008 |

CONTENTS

PART 1: OVERVIEW1

1.1. Thuong Dinh company’s overview1
1.1.1. General information1
1.1.2. History of development1
1.2. Overview about the exported market - Sweden2

PART 2: COMPANY ANALYSIS & MARKET ANALYSIS4

2.1. Thuong Dinh Production capacity analysis4
2.2. Overview about Swedish footwear market5
2.2.1. Market characteristics5
2.2.2. Swedish footwear market size6
2.2.3. Distribution channels in Swedish footwear market6 2.2.4. Domestic production, exports and imports7
2.3. Swot analysis9

PART 3: MARKETING STRATEGY10

3.1. Market segmentation10
3.2. Positioning10
3.3. Product10
3.3.2. Quality10
3.3.3. Design11
3.4. Price12
3.5. Distribution12
3.6. Promotion12
3.7. Some cultural guidelines for dealing with Swedish business people13

REFERENCE14

PART 1: OVERVIEW

1.1. Thuong Dinh company’s overview

1.1.1. General information

| Name |THUONG DINH FOOTWEAR COMPANY | | Address |277 Nguyễn Trãi, Q.Thanh Xuân , Ha Noi    | |  Telephone |4-8544312, 8541346, 8541263   | |  Fax |4-8582063   | |  Website |http://www.thuongdinhfootwear.com    | | General director |Pham Tuan Hung   |

Thuong Dinh footwear is a sole member limited liability company with a deep tradition of over 50 years in operation.

Thuong Dinh was founded in 1957, based on X30 factory, which belonged to military supplying office under Vietnam army ordnance department. At the first time, Thuong Dinh was set up with nearly 100 workers. Now, the company has nearly 3000 workers.

1.1.2. History of development

Thuong Dinh company was founded in 1957. It has been operated for over 51 years through 5 main periods

- 1957-1960 - initial period: Thuong Dinh footwear company at that time under the name X30 in charged of producing sun-helmet, canvas shoes for Vietnamese army.

- 1961-1975: X30 factory was formally transferred to industrial office – ministry of industry. They manufacture product mainly to equip Vietnamese troops in Vietnamese war. They start to export basket shoes to Soviet Union.

- 1975-1986: Thuong Dinh footwear company was...
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