In May 2019, a Vietnam-based entrepreneur was wondering which strategy would work best to sell nipa honey, the first product launched by his nipa palm products company, Viet Nam Nipa Development Company Limited (Viet Nipa). The product was launched in February 2019 and the entrepreneur had been selling the nipa honey at trade fairs, through partnerships with three popular resorts in his home district, and on a sales platform on Viet Nipa’s Facebook page. He was reaching out to grocery retailers in Vietnam with sale propositions, but to no avail. Should the entrepreneur continue to pursue business-to-consumer (B2C) distribution or leverage his company’s operational and manufacturing capabilities to shift to a business-to-business (B2B) operation? What was his target market and how should he tailor Viet Nipa’s marketing strategy and tactics to these consumers? Should he also consider taking nipa honey to the international market?
越南尼帕： 一个年轻企业家的甜蜜努力 Viet Nipa: A Young Entrepreneur’s Sweet Endeavour (Simplified Chinese version)
Nadine De Gannes, Angela He, Arzoo Sethi
Product #:W33394
Supplier:Ivey
Discipline:Marketing
Setting:Vietnam, 2019
Industries:
Your Price:$10.54
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Learning Objectives
- 为发展中市场的天然产品公司进行行业和竞争对手分析。
- 解释目标客户的要求以及如何定义产品的价值主张。
- 为B2B和B2C公司的目标市场量身定制营销决策。
- 解释在国内和国际市场上产品销售成功的差异。
- 概述新企业家在竞争激烈的市场中所面临的心态和挑战。
This versatile general management case with an additional operations component can be used in courses on strategy, marketing, general management, or entrepreneurship at the undergraduate and graduate levels. The case covers fundamental strategy concepts such as environmental analysis, Porter’s five-forces framework, and the strategy triangle. It also covers marketing concepts such as selecting a target market based on strategic positioning and adjusting marketing decisions (4 Ps) to connect with the target customer. After working through the case and assignment questions, students will be able to do the following: • Perform industry and competitor analyses for a natural products company in a developing market. • Explain the requirements of the target customer and how to define a product’s value proposition. • Tailor marketing decisions to the target markets for a B2B and B2C company. • Explain how product sale success differs across domestic and international markets. • Outline the mindset and challenges faced by a new entrepreneur in a highly competitive market.