B2B Report

EXECUTIVE SUMMARY The report in allow frontmostly analyze the external audit of Processed nutrient & Food Service and Confecti championry & bakeshop industries, which consist of deuce parts commercialiseplace analysis and client analysis. From these dickens parts, the opportunities and banes of the suppliers in these industries, especially DKSH, go away be outlined. In the shop analysis, origin environment, the grocery store and competitors pull up stakes be examined respectively.Particularly, the opportunities just most the increase in motive or a respec defer signal of industrial development ordain be explained in social factors, economic factors and effort part these factors entrust give common selective information rough Vietnam minor(ip) population and their Western culture receptivity, which go out easily increase the entreat in such industry.On the some some other hand, legal factor allow for threa ten dollar bill DKSH due to the strict requi rement in gagened regimen industry that the mansion needs to take caution in prescribe to adapt to b be-ass economy slice the economic factors once a give streng indeed the opportunity from social factors due to the increase in GDP growth and income. However, the inflation drift should besides be considered because it could cause the inconstant demand and be difficult to forecast future demand in the future. The market part in like manner gives some command information about the size base on the value of computer softwargond nourishment industry some US$12. billion in 2011 with the prediction of 4. 2% growth rate in coterminous two years, which promises the development of these two clusters in the near future. Secondly, guest analysis is divided into two master(prenominal) features, which be current guests and dominance nodes. In current client analysis, the report exit give the information about individually clusters market component part of the top compani es holding the highest percentage Masan in do market, Acecook in instant noodles market, and Kinh Do in croupedy store & bakery market.Then, to a greater extent details information about these current customers forget be examined in term of gross deals, their expectation such as stooling up deeper relationship with their multinational suppliers, and difficulty such as high input cost. After that, potential customer part is analyzed found on proposed potential customer list this part contains some companies attentiveness to spleen Hoa, Hieu Cau den in refined feed and Huu Nghi and Hai Ha in bakery and confectionery. Especially, some reasons will be given based on the research and analysis about these companies in assemble to spread out that they re ideally potential customers of DKSH. Thirdly, the internal audit is conducted to give the brief idea about the confederacy DKSH gross gross sales structures are activated in reaping and geographically based, and the stren gths of the company about qualified staffed and good value added utility are figured out in resources and selling mix management part. From industry and customer analysis, the SWOT gives the summary of company strengths and weakness and opportunities and threats in graph illustration form. Next, the marketing mean is proposed in devote to give the best fit with the SWOT.The marketing objective that apply wise progression will compute to increase the demand, brand awareness as healthy as the way to start to potential customers with the specific vizor of time which is from maiden October 2012 to initiatory April 2013. Then, the implementation objects relied on marketing mix, including develop marketing, personal selling and sale forward motion will be planned specifically. To give to a greater extent opthalmic prospect about the marketing plan, the marketing program gives detail history as an action plan and finally the performance evaluation will give some idea about how to evaluate the succeeder of this marketing plan.Contents I. Introduction5 II. foreign Audit6 A. Market Analysis6 1. Business Environment6 2. The Market8 3. Competitors10 B. Customer Analysis11 1. General Information11 2. Current Customers13 3. voltage Customers17 III. Internal Audit23 A. familiarity Analysis23 1. Sales23 2. Management of marketing mix23 3. Resources23 IV. SWOT25 A. Strengths25 B. Opportunities25 V. marketing Objectives26 VI. Implementation Plans26 VII. Marketing Program27 A. Direct Marketing27 1. telephony Marketing27 2. Email Marketing27 B. Personal Selling29 C.Sales progress29 D. exercise Plan29 VIII. Performance Evaluation31 IX. Conclusion32 X. cecal appendage33 A. Potential Customer List33 B. Mapping Itinerary37 1. Southern37 2. Northern40 XI. Reference41 * Introduction DKSH is one of leading companies in market magnification assistants that has been established in 1865 and exist for 150 years in Asia. Thus, Think Asia, Think DKSH is acknowledge as companys slogan and that could tell how winnerful DKSH is in Asia. With a strong monetary performance that has increase rapelvic inflammatory diseasely from 2002 to 2011 that exceed 8. % in net sales, DKSH becomes a strongest successful market leader recently. Obviously, its objectives are to jockstrap firms to grow their line of work in new and existing market by provision knowledge, advice, relationship to wee-wee each individuals goal, expand companys revenue opportunities and increase their market shares by making sure that their clients products are forever and a day visible on the shelves at all times. DKSHs business units are divided into 4 main business lines Food Beverage (FB), Personal Care, Pharmaceuticals and Specialty Chemicals.In fact, this report is going to analyze on 2 small clusters Confectionary Bakery, and Processed Food which included in FB industry in order to inspection and repair DKSH to remain on the existing market and expand their business to the new market. To be more specific, compound marketing communication tools that are verbatim marketing (telephone netmail), personal selling and sales promotion (trade promotion) will be applied to support clitoris scheme in order to cash advance to potential customers. External Audit Market Analysis Business EnvironmentSocial Factors According to General Statistics Office (2010), Vietnam population in 2010 is just about 88 jillions with 51. 9% of this figure is younger than 30. Hence, it could become an opportunity for confectionery and treated fodder markets in change magnitude demand for consuming these kinds of product due to the receptivity of young population as hearty as the influence of Western culture. For this reason, suppliers of ingredients for these products gouge potentially parent the number of customers as well as their sales in Vietnam market.Legal Factor According to Civil Law Network (2010), the ministry has implemented a new formula for forage safety, and requires all enterprises in food industry to strictly comply with the law of touchstone safety food. To be more specific, the Government encourages food manufactures in using high quality ingredients and adding more nutrition in their products. Moreover, they withal require the manufactures in focusing on managing the supply of ingredients from upstream.Consequently, it could be the threat for food manufacturing companies to manage and accept a specialized knowledge about supplied ingredients and their suppliers are expected to assign more in innovating their products in order to meet the regulation and more persuasive for the manufacturing firms to use their products. Furthermore, the regulation for environmental friendly encase in food service also stricter (Civil Law Network 2010). Thus, it requires food service suppliers to put more effort in investing new or innovating current kinds of packaging that could adapt to environment issues.Economic factors In 2010, Vietnams GDP growth rate was 5. 83% (tradingeconomics. com 2012), hence the periodic average income per capital had increased to 39. 4% compared to 2008 and was estimated to be 1,387 thousand VND. As the result, this increase in income take in gradually shifted Vietnamese consumers in premium segments such as sweet, ice cream or cakes and consumers also have higher(prenominal) requirements of diverse tests, food quality, and nutrition for package food and also bakery (Vietnam package food, 2011).It is the good opportunities for supplying companies to intrigue up with these trends by developing current and new ingredients in move with these market trends. However, the signifi buttt influence of the inflation rate can non be denied. Based on tradingeconomics. com data, the Vietnam inflation rate in the third quarter in 2011 was around 22. 42% whish was the highest rate in Asia (bbc. co. uk). Hence, the demand in food market had declined in this period thitherfore, manufactures ca n be threatened in prophecy future demand due to some unpredictable economic factors.Consequently, the suppliers are also affected by that because it could be difficult for them to rank the potentiality of their customers in near future. The Market In the report Newzealand business dealEnterprise (2011), the author states that the value of packaged food industry in Vietnam was approximatelyUS$13. 3 billion in 2011 with the average growth rate at 4. 2% in the next two year. In addition, based on General Statistics Office website (2011), the value of confectionery sales is predicted to increase to US$ 471. 6 million at the end of 2012 and this figure is going to increase more than 10% each year for the next four years. These numbers indicate that there is a very highly potential demand for confectionery and processed food industry. * Competitors Connell Brothers, DKSH and Brenntag have been rank as top 10 leading chemical distributors in Asia in 2011. Specifically, they all operate in Vietnam and engage in many another(prenominal) types of industries such as food beverage, personal care, specialty chemicals, and pharmaceutical industry.As shown in the graph, it can be seen that DKSH has such(prenominal) less sales as well as power compared to Connell Brothers in the global market in 2011. At the meantime, the sale of DKSH and Brenntag is jolly dissentent. Therefore, DKSH is required to put more efforts to gain its market share globally in order to cook further distance with Brenntag and shorten the distance with Connell Brothers. Customer Analysis General Information First of all, the composing is going to show some figures related to market share of some leading firms in Vietnam (2011) for two industries processed food and bakery.For processed food market, market share of sauce and instant noodles have been displayed while in bakery industry, confectionery and biscuit market have been demonstrated. Market Share- Processed Food (Source Euro observe Inte rnational) Sauce market For the diagram above, it shows that Masan owns comparatively larger market share than any other firms in such market. But since the portion of others still has 25% of the marker share, it is believed that some potential customers in this course can be found. Instant noodles marketThe major key player in this industry is Acecook, with 51% of market share while the other firms are holding less than 20% respectively. The report selects Masan food as an instance to explore knowledge under current customer analysis. Market Share Bakery (Source Euro admonisher International) Confectionery market Confectionery market is diverse, with many firms hold similar portion of shares. Among them, Kinh Do takes the 1st place in the market, follow by Huu Nghi and Hai Ha. The 2nd and 3rd key players in the market can be the potential customers for DKSH.Further information related will be given below in Potential customer. Biscuit market There are mainly two key players in t he market, Kinh Do and Kraft Food, while each of other firms retain from 411% as their market share in the biscuit industry. Due to Kinh Do has an outstanding performance on the market share, the report will take it as a specimen in analyzing current customers. Current Customers There are many customers that DKSH is currently having connection with, including both local and foreign firms.The paper will have one customer from each cluster, Masan Food and Kinh Do, to analysis the position of it through searching on background information, sales performance, and then raise opportunity and threat. Masan Food (Processed food) Mason Food is be greated to Masan Group, a firm that specialized on Techcombank financial services. After years of operation, Mason Food has become leading brand of processed food market in Vietnam, which has dominance on market share in some product categories. The product function includes fish sauce, soy sauce, instant noodles (74%, 78%, 14% of the market respe ctively) and other kinds of product.Sales Performance (Source Business inspireer International ) Opportunity Despite Masan Group is established as a local enterprise, it recently decides to build a relationship of acquisition with Nuiphao Mining Joint Venture Company Ltd, becoming one of the largest surreptitious sector resources companies (Masan Group Investor Update n,d). Cooperating with local or foreign investment is an opportunity for firm to percolate more capital to invest in its operations. Due to DKSH is a multinational firms already, the business is expected to be enrich by cooperating with local firms in other industries to expand the operation compass.Threat As a processed food shaper, Masan Food faces a problem that sometimes the determine for raw materials is fluctuating(Business Monitor International, 2012). For the earning benefit point of view, Masan Food should pass the costs from consumers, but that can threaten the chance of losing customers. To illustrate, the FMCG industry is a price sensitive environment that contains many brands at similar level. If one brands price is higher result from increasing costs to reflect its margin, customers can easily choose another brand because the work shift cost is low.Volatile input costs can be a threat to the food manufacturer because the manufacturer needs to choose whether to burden itself or to pass on customers. Same story is applicable in DKSHs case, if the input price has a significant increase, DKSH has to decide whether to bear the costs or fix from its customers both decisions are having certain drawbacks needed to be considered. Sales Breakdown (Source hsc company update) Kinh Do conjunction (Bakery and Confectionery) Kinh Do is a local brand that established in 1993, which is one of the largest food producers in Vietnam nowadays.The shopping mall business of the firm is food related products confectionery (cakes, candies), beverage (water, juice) and dairy products. Kinh Do also complex in some other industries such as real estate and grocery retailing. The brand forces a good image that allows them to gain certain customer awareness and even awarded as top ten of Vietnams best brands (Ha 2011). Sales Performance (Source Business Monitor International) Opportunity As indicated before in the report, health awareness has raised from customers when they purchasing confectionery product.Consequently, higher level of quality is required from food manufacturer in order to satisfy customers. As showed from annual report, Kinh Do provides best materials in manufacturing their products, aim to satisfy its customers in a break away extent. Indeed, venders should be responsible to meet the requirement when there is a concern about products specification such as health mentioned above. Without doubt, they can gain more recognition if they can get through the condition. DKSH is getting involved in this health concerned manufacturing process due to it is one of sell ers of Kinh Do.If DKSH can attain the requirement, which it already does, it is expected that the buyers will be satisfied, and they are free to create more opportunities to corporate with DKSH in the future. Threat Kinh Do depends largely on the domestic market but that makes the company fragile with the fluctuating customer demand (Business Monitor International, 2012). Actually, change in customers taste sensation can affect organizational demand in both positive and negative ways, but here it seems more likely to be threat from the view of the Kinh Do.Because local buyers are the main sources of generating sales, if the number of them is not stable, firms overall performance will obviously be affected. Likewise, inquiry that DKSH received from food manufacturers is affected by customers demand. If the perception of buyers is low, sellers will gain lesser results from the declining demand, and vice versa. being instable with the demand can be interpreted as the firm is actuall y dependent by the market trend. In this case, DKSH has no control over the changing demand therefore it can be a threat. Sales Breakdown (Source hsc company update)Potential Customers Apart from keeping relationship with current customers, exploring new customers is also grievous for a business. To give our more precise information, the report lists four potential customers from the two clusters, with background information, product drop and reason why it is recommended as being potential. Detail contacts of other potential customers can be founded in appendix. Lien Hoa (Processed food) Lien Hoa was established since 2008, by Thierrty Pham, an industrialist who has more than 15 years run across in the industry.The firm operates following European standard to ensure the quality of the products. As mentioned from the official website, Lien Hoa has signed exclusive contract with other brands such as Uni-President and Siam Brothers to be its business partners. Moreover, the products of Lien Hoa are widely distributed with supermarkets like Giant, Metro and Big C (Lien Hoa, 2011). Reason Although the brand is new compares to some other existing sellers in the market, it is expected to grow due to qualified and experienced methodology used by the firm.Furthermore, the brand has shown its ambition to gain ground the market by cooperating with well-known brands like Uni-President. Product range Hieu Cau Den Sausage (Processed food) It is a sub branch of Black Bride Food from Taiwan. The brand mainly furnish tralatitious Taiwanese dished rice dumplings, meat floss, and some products commonly seen in Vietnam such as blimp and dumplings. The brand is also an importer for some food and beverage from Taiwan. Even though the brand is not as famous as other brands in the existing market, it is quite popular among the Taiwanese because the products fit their taste better.Reason Situation is slightly different compares to dealing with other brands in this case because the brand is not sincerely concentrating on mass market but more likely on niche market, for Taiwanese currently. go the supplier of it creates an opportunity to enhance brand awareness towards foreign consumers. Moreover, the location is in the same district with DKSH, and therefore it will be easier for DKSH to access. Product range Huu Nghi (Bakery and Confectionery) Huu Nghi is known as a noticeable confectionery brand in Vietnam since 1950s. is having more than 120,000 retailers throughout Vietnam. Similar to other brands in confectionery industry, the brand holds legal qualifications as criteria to control fabric of the products. The business expands its relation across the nation to many countries United States, japan and Singapore. In addition, Huu Nghi also exploits the business to agricultural products such as pepper and corn (Huu Nghi, 2011). Reason The firm possesses proficient knowledge in trading with businesses across the country, thus, it is foreseeable that thei r experience can abound the business prospects.Also, as DKSH is a multi-national enterprise, Huu Nghi can attend the operation or regulations better result from their sophisticate. Product range Hai Ha (Bakery and Confectionery) Hai Ha Confectionery Joint Stock Company (HaiHaCo) has set up for more than 40 years and turns it status from public to private in 2003, aiming to provide qualified products to serve its customers. With advanced technology, Hai Ha can utilize its equipment plus the specialists to maximize its effort to engage in confectionery industry.Consumers of Hai Ha choose it as Vietnam high-quality goods for continuous 13 years (Hai Ha, 2011). Reason Apart from dominant brands like Kinh Do, Bibica and Kraft, Hai Ha ranked as 4th in market share of both confectionery and biscuit sector in Vietnam. It can be a great opportunity if DKSH can work with them as a seller due to Hai Has high portion of sales caused by variety products. Product range Sales performance (Source hsc company update) Internal Audit Company Analysis Sales DKSH has structured its sales force by product based, in which different sales team will be nonionised based on business lines.This method has created the strength for sales team as it can offer professional and skillful staffs with deep knowledge about their products. Face to face communication facilitates the interaction with customers by allowing them to question and negotiate restrainly, and thus lead to the opportunity to build long-term relationship. Additionally, to ensure the effectiveness of sale team, DKSH also divides its sales force based on geography, in which each sales team will be located and responsible for different areas across Vietnam.Management of marketing mix The annual report of DKSH claimed that DKSH will work with its customers to understand their needs, and then provide customized solutions to them. This is indicated that they are achieving cooperation relationship, which integrated into NPD (new product development) and new resolutions. Moreover, in order to strengthen their relationship, DKSH has provided customers the access to knowledge, advice, relationship, and logistics. At the mean time, DKSH ensures that the customers products will successfully grasp the right market.This is shown that there is a chance to build long-term collaborative relationships between them. If this relationship remains well, then there will be potential to create long term alliances to build specialist knowledge or strategic partnerships. Resources Due to the world wide sourcing network in more than 70 markets and the expertise in each cluster, DKSH is very confident in providing any needed ingredients for its customers. Moreover, for highly applicable purpose, research and analysis service can also help customers in creating and developing new or customized product ideas.Obviously, this is also one of DKSH strengths as it helps customers to be able to sustain in their market and differentiat e their product offerings over competitors. DKSH has applied SalesForce. com as its own tool to manage sale teams. It allows each individual sales person to organise the new, potential and current customers information and the managers then can look at the working process of their inferiors. Moreover, DKSH can also translate all customer data to up date information in timely manner. Another strength of DKSH is that it can efficiently manage its distribution highroad.To allocate the channel tasks, the firm needs to achieve four main factors regarding reduce complexity, increase value, transaction efficiency and service quality. DKSH has industry expertise and offer comprehensive Market Expansion Services therefore the firm can help its customers to reduce the number of separate exchange that they need to take place in order to collect different ingredients that are needed for their production. The firm does not only provide materials to manufactures but it also provides the concep ts and formulations that go with these materials.For this reason, understanding what customers expect is one of the necessary key that takes part in DKSHs success therefore value is added in each process. Moreover, DKSH offers the whole supply chain management hence its customers can be beneficial in getting lower operational costs and also in increasing the value. Non-stop in innovating the new sources or materials to meeting customers needs for their own application or market trend is one of the advantage that illustrates for DKSHs good service quality.Furthermore, the organization also have good after sales services such as monitoring of technical staff at customer site, order processing and warranty timely delivery. SWOT Strengths DKSH recruits experienced staff and professions in the field, the spectacular knowledge level can be a base for providing stronger technical support. Instead of only supplying for ingredients, DKSH offers formulation description discussion with custom ers to understand them better for value-added services. With this tradition, DKSH can set up a long term relationship with its customers. DKSH offers comprehensive market expansion service.This benefits customers by reducing the number of exchanging points to go through. Consequently, operating and transaction costs can be lessen. Opportunities Purchasing power of customers in Vietnam is enhanced caused by an increase in GDP they have better earning to make purchase and thus greater demand of luxury food items can results. It is expected that lifestyle of young population in Vietnam will differ from Generation X, preferring more ready meal like confectionery products and processed food. Hence, a growth in demand is foreseeable. Marketing Objectives Objectives of the marketing plan will be outlined based on SMART approach.Firstly, the new potential customer list which does not include in DKSHs current customer list helps DKSH to expand its customer database in its internal network re gard to salesforce. com. Secondly, the direct marketing such as telephone and telecommunicate marketing plan will be proposed from 1st October 2012 to 8th walk 2013 in order to approach the potential customer list step by step and enhance the brand awareness in both current and potential customers. It will be able to achieve 40% of number of potential customers who are willing to answer through phone call or email.Thirdly, personal selling plan is applied from 15th October 2012 to 31st October 2012 to achieve the remained number of potential customer from above step hence the sales of the company is estimated to increase by 30%. This plan will be conducted according to the mapping itinerary which helps the sale team easily to visit customer based on the efficient action plan. Finally, sales promotion program is planned as the boom strategy in order to help DKSH easier to create the demand among potential customers that applied in direct marketing and personal selling plan.Implemen tation Plans The most appropriate B2B marketing communication strategy that should be used to approach to potential customers as well as make them become DKSHs current customers is push strategy. Specifically, direct marketing, personal selling, and trade promotions will be used by DKSH to make its potential customers aware of its products and create demands, as well as to maintain and strengthen relationships with the current customers. Marketing Program Direct Marketing Telephone Marketing Potential customersIn direct marketing, telephone marketing should be used to directly transfer with these potential customers DKSH should come up with the calling schedule, which indicates the number of sales people and the number of manufacturers (potential customers) need to be contacted in each region in one day. To illustrate, there are around 60 potential customers founded by the research team DKSH can assign its sales people to make the call to 10 manufacturers in one day. This means DKS H will reach all 60 manufacturers within 6 days.In order to save customers time and the companys costs, the sales persons should not introduce too much about DKSHs history and its achievements via telephone. Instead, they should go straight to the core information such as types of products or ingredients that the customer needs, the price, and what DKSH can do for them. Moreover, the good point of this strategy is that it offers two-way communication and thus allows customers to question directly. For this reason, it is very important for DKSH to assign skillful spoken sales people to this project. Current customersIn addition, it is also important to schedule the calls to current customers in order to inform them about DKSHs new products or ingredients, promotions, as well as to remain relationships with them. To illustrate, DKSH now has totally 105 current customers for food bakery cluster espouse that it will call to 10 customers in 1 day, so it will finish calling to all 105 c ustomers within 11 days. It is recommended that DKSH should make this calling schedule every six months at the root of each month for the current customers in order to keep frequent contact with them to update their up-to-the-minute situation and their new demands.Email Marketing Potential customers As mentioned above, telephone marketing is used for the purpose of range potential customers by going straight to the core issue and providing them the core information. Therefore, other general information such as companys background, history, achievements, number of skillful staff and techniques, and types of business lines will not be discussed in detail via telephone marketing. For this reason, it will be a good idea to email this information to DKSHs potential customers so that they can have a clearer sight about DKSH.It is recommended that DKSH should email to the potential customers that it cannot successfully reach in telephone marketing for once a month to remind them and mak e them aware of DKSH products it should do this at the starting line of each month. Current customers In telephone marketing, the sales people will inform the current customers about new products or ingredients, and the promotions. Then, in the email marketing, these sales people will email to the customers the related information in detail, such as the price table that indicates the price of each type of new product.Obviously, this tool is faster and incurs lower costs compared to other tools. Moreover, it tends to be more convenient to the customers compared to the telephone marketing. To illustrate, some contacted customers are so busy that they cannot listen too much what DKSH sales people want to tell them. In this case, email will be a better choice. As mentioned above, DKSH should make calling to the current customers every 6 months to frequently update their new demands.Simultaneously, DKSH should also try to come up with new products every 6 months to help its current cust omers to sustain in the competitive market as well as to retain them. Then, the sales people will email this related information in details to these customers also do this for every 6 months, and at the beginning of each month. Personal Selling In personal selling, sales representatives of DKSH will be assigned personal to these potential manufacturers in each region these manufacturers (potential customers) are those that DKSH cannot catch in direct marketing.The number of sales representatives will be decided relying on the number of manufacturers in a particular region. To be more specific, DKSH can go to visit 4 manufacturers in 1 day keeping doing this until it can catch up all of the potential customers that left in direct marketing. The main task of these representatives is to try to understand customers purchasing criteria as well as to provide brief information about DKSHs main industries and products in order to increase the product awareness. Moreover, it is important to emphasize the benefits that DKSH can bring to them. Sales PromotionIn trade promotions, the telephone marketers and sales representatives should emphasize that DKSH will offer lower prices (5% discount) compared to the market price to its potential customers for their first purchases this means the more they purchase, the more discount they can get. Therefore, it will be the incentive for these customers, and this type of promotion will be applied to the potential manufacturers in all regions. Action Plan Task Timeline 1st October 31th December 2012 W1 W2 W3 W4 W5 W6 W7 W8 W9 W10 W11 W12 Telephone Mkt Email Mkt Personal Selling Sales Promotion Timeline 1st January 1st April 2013 W13 W14 W15 W16 W17 W18 W19 W20 W21 W22 W23 W24 Telephone Mkt Email Mkt Personal Selling Sales Promotion Performance Evaluation Objective Strategies Evaluation 1 Increase Brand Awareness * Telephone * Emai l * Personal Selling * Numbers of customer who are willing to answer a call and give helpful information. Numbers of customer who reply email and make a request for further discussion. * Numbers of customer who are willing to interact with sell person and distribute in the conversation. 2 Increase Sale * Personal Selling * Sale Promotion * Numbers of customer who accept to make a contract with DKSH in supplying necessary ingredients. 3 Create Demand * Sale Promotion * Number of customers who firstly have no demand in finding new suppliers but changing later due to competitive proposed price. Conclusion In this report, the general information about Processed Food Food Service and Confectionery Bakery clusters will be analyzed in order to outline the SWOT analysis for DKSH. Additionally, Push strategy will be applied to reach 60 potential customers. Specifically, integrated marketing communication tools such as direct marketing (telephone and email marketing), personal selling an d trade promotions will be used to support the push strategy to approach to the potential customers.At the same time, these tools can help to retain and strengthen relationships with the current customers. Appendix Potential Customer List Mapping Itinerary Southern Northern Reference 1. DKSH seeks a boost in Asia 2012, ICIS news, posted 13th August, viewed 1st September 2012, https//docs. google. com/a/rmit. edu. vn/viewer? a=vpid=gmailattid=0. 1thid=1392e4d1b429e96bmt=application/pdfurl=https//mail. google. com/mail/u/0/? ui%3D2%26ik%3D0e4ae12cf9%26view%3Datt%26th%3D1392e4d1b429e96b%26attid%3D0. %26disp%3Dsafe%26zwsig=AHIEtbQnvWZ6Rh09SpbtN_3J-u-kBRPiKg 2. Agri-Food Canada 2011, Package Food in Vietnam, Agriculture and Agri-Food Canada, viewed 14 August 2012, http//www. gov. mb. ca/agriculture/statistics/agri-food/vietnam_packaged_food_en. pdf 3. BBC 2011 Vietnam Inflation Rate Hits 13. 9%, BBC, 22 March 2011,viewed 15 August 2012, http//www. bbc. co. uk/news/business-12845809 4. Brenntag Asia Pacific 2012, Brenntag Vietnam Co Ltd, viewed 28th August 2012, http//www. brenntag-asiapacific. com/en/pages/Brenntag_Asia_Pacific/Lo