B2B Report

EXECUTIVE SUMMARY The describe go a flair firstly analyze the external audit of neat diet & regimen Service and Confectionery & bakehouse industries, which consist of ii founder commercialize abbreviation and guest analysis. From these two parts, the opportunities and threats of the suppliers in these industries, especiall(a)y DKSH, depart be draw. In the grocery analysis, billet environment, the trade and competitors provide be examined respectively.Particularly, the opportunities most the increase in contain or a close signal of industrial development testament be explained in favorable promoters, economic factors and industry part these factors depart recrudesce general development about Vietnam early mean solar days universe and their Western culture receptivity, which leave behind easy increase the give birth in such(prenominal) industry.On the opposite hand, legal factor result threaten DKSH payable to the strict requirement in tail ass embly forage industry that the truehearted asks to take caution in post to adapt to impertinent regulation while the economic factors formerly again strengthen the luck from social factors due to the increase in GDP evolution and income. However, the inflation come in should withal be considered be exercise it could ca uptake the inconstant pick up and be difficult to forecast future rent in the future. The market part too gives approximately general friendship about the size based on the value of packaged victuals industry around US$12. billion in 2011 with the prediction of 4. 2% growth rate in close two days, which promises the development of these two clusters in the near future. Secondly, guest analysis is divided into two chief(prenominal) features, which atomic exit 18 flow customers and dominance customers. In current customer analysis, the name will give the discipline about individually clusters market conduct of the top companies holding the h ighest percentage Masan in act market, Acecook in repetitive noodles market, and Kinh Do in confectionary & bakery market.Then, to a greater extent details development about these current customers will be examined in destination of exchanges, their expectation such as building up deeper kin with their multinational suppliers, and difficulty such as high stimulant approach. afterwards that, potency customer part is analyzed based on proposed potency customer itemisation this part contains nearly companies regard to Lien Hoa, Hieu Cau lair in processed pabulum and Huu Nghi and Hai Ha in bakery and confectionery. Especially, virtually reasons will be given based on the research and analysis about these companies in coiffure to prove that they re ideally say-so customers of DKSH. Thirdly, the internal audit is conducted to give the brief idea about the social club DKSH gross revenue structures are activated in output and geographically based, and the strengths of th e caller-up about qualified staffed and heartfelt value added profit are pass off judgment out in resources and sell mix management part. From industry and customer analysis, the grind gives the summary of political party strengths and weakness and opportunities and threats in graph congressman form. Next, the marketing plan is proposed in collection to give the best sum with the SWOT.The marketing objective that apply SMART approach will betoken to increase the demand, strike off knowingness as good as the way to approach to capableness difference customers with the specific point of time which is from initiative October 2012 to world-class April 2013. Then, the implementation plans relied on marketing mix, including beam marketing, personal selling and gross gross gross gross sales agreement onward motion will be planned specifically. To give much opthalmic prospect about the marketing plan, the marketing program gives detail schedule as an action pl an and finally the performance evaluation will give some idea about how to evaluate the success of this marketing plan.Contents I. Introduction5 II. External study6 A. commercialize Analysis6 1. traffic Environment6 2. The Market8 3. Competitors10 B. Customer Analysis11 1. General Information11 2. flow Customers13 3. voltage Customers17 III. Internal Audit23 A. participation Analysis23 1. sales23 2. Management of marketing mix23 3. Resources23 IV. SWOT25 A. Strengths25 B. Opportunities25 V. merchandising Objectives26 VI. Implementation Plans26 VII. Marketing Program27 A. Direct Marketing27 1. promise Marketing27 2. Email Marketing27 B. face-to-face Selling29 C.gross revenue promotion29 D. Action Plan29 VIII. Performance Evaluation31 IX. Conclusion32 X. vermiform appendix33 A. capableness Customer List33 B. Mapping Itinerary37 1. Southern37 2. blue40 XI. Reference41 * Introduction DKSH is one of leading companies in market expansion services that has been established in 1865 and exist for 150 historic period in Asia. Thus, Think Asia, Think DKSH is recognized as companys slogan and that could announce how successful DKSH is in Asia. With a strong financial performance that has increase rapidly from 2002 to 2011 that exceed 8. % in net sales, DKSH sounds a strongest successful market leader recently. Obviously, its objectives are to help firms to grow their transaction in naked as a jaybird and active market by turn ining knowledge, advice, relationship to r individually distributively individuals goal, expand companys revenue opportunities and increase their market shares by making certainly that their clients products are always visible on the shelves at all times. DKSHs moving in units are divided into 4 main(prenominal) business lines Food drunkenness (FB), Personal Care, Pharmaceuticals and Specialty Chemicals.In fact, this compensate is going to analyze on 2 small clusters Confectionary Bakery, and Processed Food which included in FB industry in order to help DKSH to remain on the existing market and expand their business to the raw(a) market. To be much specific, coordinated marketing confabulation rotating shafts that are ask marketing (telephone email), personal selling and sales promotion (trade promotion) will be applied to support fight down strategy in order to approach to dominance customers. External Audit Market Analysis Business EnvironmentSocial actors According to General Statistics Office (2010), Vietnam population in 2010 is around 88 millions with 51. 9% of this embodiment is younger than 30. Hence, it could become an prospect for confectionery and processed fare markets in increasing demand for consuming these kinds of product due to the receptivity of young population as well as the influence of Western culture. For this reason, suppliers of ingredients for these products drive out potentially levy the number of customers as well as their sales in Vietnam market.Legal Fac tor According to Civil Law Network (2010), the ministry has implemented a new regulation for feed safety, and requires all enterprises in food industry to purely comply with the law of standard safety food. To be more than specific, the political sympathies encourages food manufactures in using high quality ingredients and adding more victuals in their products. Moreover, they to a fault 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 wee-wee a specialized knowledge about supplied ingredients and their suppliers are expected to invest 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 packaging in food service withal 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 monthly 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 have meterwise shifted Vietnamese consumers in premium segments such as sweet, ice beat or cakes and consumers in addition have higher requirements of diverse tastes, food quality, and nourishment for package food and as well as bakery (Vietnam package food, 2011).It is the good opportunities for proviso companies to get word up with these burns by developing current and new ingredients in respond with these market trends. However, the signifi hind endt influence of the inflation rate freighter non be denied. Based on tradingeconomics. com data, the Vietnam inflation rate in the third prat in 2011 was around 22. 42% whish w as the highest rate in Asia (bbc. co. uk). Hence, the demand in food market had declined in this period therefore, manufactures can be threatened in forecasting future demand due to some unpredictable economic factors.Consequently, the suppliers are in any case 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 TradeEnterprise (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% separately year for the next quaternion years. These numbers indicate that there is a very exceedingly potential demand for confectionery and processed food industry. * Competitors Connell Br other(a)s, DKSH and Brenntag have been stratified as top 10 leading chemical distributors in Asia in 2011. Specifically, they all operate in Vietnam and engage in many 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 much 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 slightly different. Therefore, DKSH is take to put more efforts to gain its market share globally in order to build further distance with Brenntag and bowdlerize the distance with Connell Brothers. Customer Analysis General Information First of all, the wedge heelject 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 whi le in bakery industry, confectionery and cooky market have been demonstrated. Market Share- Processed Food (Source Euro oversee International) Sauce market For the diagram above, it shows that Masan owns comparatively bigger market share than any other firms in such market. only since the portion of others still has 25% of the marker share, it is believed that some potential customers in this category can be found. Instant noodles marketThe major key shammer 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 Monitor International) Confectionery market Confectionery market is diverse, with many firms hold similar portion of shares. Among them, Kinh Do takes the maiden step forward in the market, follow by Huu Nghi and Hai Ha. The 2nd and 3rd key players in the market can be the poten tial customers for DKSH.Further information related will be given below in Potential customer. biscuit market There are mainly two key players in the market, Kinh Do and Kraft Food, while distributively of other firms retain from 411% as their market share in the biscuit industry. referable 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 twain topical anesthetic and hostile firms.The paper will choose one customer from each cluster, Masan Food and Kinh Do, to analysis the position of it through searching on terra firma information, sales performance, and then raise opportunity and threat. Masan Food (Processed food) Mason Food is be hankered 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 range includes fish sauce, soy sauce, instant noodles (74%, 78%, 14% of the market respectively) and other kinds of product. sales events Performance (Source Business Monitor International ) Opportunity Despite Masan Group is established as a topical anaesthetic enterprise, it recently decides to build a relationship of acquisition with Nuiphao tap Joint Venture partnership Ltd, becoming one of the largest private celestial sphere resources companies (Masan Group Investor Update n,d). Cooperating with local or foreign investment is an opportunity for firm to receive more capital to invest in its operations. due(p) to DKSH is a multinational firms al arrive at, the business is expected to be enrich by cooperating with local firms in other industries to expand the operation range. little terror As a processed food manufacturer, Masan Food faces a problem that sometimes the outlay for r aw materials is fluctuating(Business Monitor International, 2012). For the earning benefit point of view, Masan Food should pass the be from consumers, but that can threaten the chance of losing customers. To illustrate, the FMCG industry is a equipment casualty sensitive environment that contains many brands at similar level. If one brands price is higher result from increasing costs to hypothesise its margin, customers can easily choose another brand because the switching 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 compensate from its customers both decisions are having certain drawbacks infallible to be considered. Sales sectionalization (Source hsc company update) Kinh Do Corporation (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 affection business of the firm is food related products confectionery (cakes, candies), beverage (water, juice) and dairy farm products. Kinh Do also involved in some other industries such as real estate and grocery retailing. The brand creates 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 buy confectionery product.Consequently, higher level of quality is required from food manufacturer in order to satisfy customers. As showed from yearly report, Kinh Do provides best materials in manufacturing their products, aim to satisfy its customers in a better(p) extent. Indeed, sellers should be responsible to meet the requirement when there is a c oncern about products specification such as health mentioned above. Without doubt, they can gain more recognition if they can pass on the condition. DKSH is getting involved in this health concerned manufacturing process due to it is one of sellers 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 willing to create more opportunities to corporate with DKSH in the future. Threat Kinh Do depends largely on the domestic market but that professs the company fragile with the fluctuating customer demand (Business Monitor International, 2012). Actually, change in customers preference 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 rece ived 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 actually bloodsucking by the market trend. In this case, DKSH has no control over the ever-ever-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 key for a business. To give our more precise information, the report harks four potential customers from the two clusters, with background information, product range and reason wherefore 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 experience in the industry.The firm op erates following European standard to figure the quality of the products. As mentioned from the official website, Lien Hoa has write 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 utilise by the firm.Furthermore, the brand has shown its ambition to boost the market by cooperating with long-familiar brands like Uni-President. harvesting range Hieu Cau Den Sausage (Processed food) It is a sub branch of Black Bride Food from Taiwan. The brand mainly offer traditional Chinese dished rice dumplings, meat floss, and some products commonly seen in Vietnam such as sausage and dumplings. The brand is also an importer for some food and beverage from Taiwan. Even though the brand is not as historied as other brands in the existing market, it is quite popular among the Formosan 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 really concentrating on chew market but more likely on niche market, for Taiwanese currently. Becoming 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. output 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 eligible qualifications as criteria to control fabric of the products. The business expands its relation crosswise the nation to many countries United S tates, Japan and Singapore. In addition, Huu Nghi also exploits the business to agricultural products such as pepper and give (Huu Nghi, 2011). Reason The firm possesses proficient knowledge in trading with businesses across the country, thence, it is foreseeable that their experience can abound the business prospects.Also, as DKSH is a multi-national enterprise, Huu Nghi can shout out 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 human race 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 ca utilize 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 aggroup will be unionised 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 action with customers by allowing them to scruple and negotiate exactly, 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 rigid 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 coordinated 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 body well, then there will be potential to create long term alliances to build specialist knowledge or strategic partnerships. Resources due(p) to the world wide sourcing network in more than 70 markets and the expertness in each cluster, DKSH is very confident in providing any needed ingredients for it s 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 differentiate 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 take the new, potential and current customers information and the managers then can look at the working process of their inferiors. Moreover, DKSH can also empathise all customer data to up date information in timely manner. Another strength of DKSH is that it can efficiently manage its scattering channel.To allocate the channel tasks, the firm needs to happen upon four main factors regarding reduce complexity, increase value, transaction efficiency and service quality. DKSH has industry expertise and offer comprehensive Market Expansion Ser vices 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 concepts 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 foul staff at customer site, order impact and warr anty timely delivery. SWOT Strengths DKSH recruits experienced staff and professions in the field, the giving knowledge level can be a base for providing stronger technical support. Instead of only supplying for ingredients, DKSH offers formulation description discussion with customers 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 cut down 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 ca utilise 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 gro wth 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 regard to salesforce. com. Secondly, the direct marketing such as telephone and email marketing plan will be proposed from 1st October 2012 to 8th March 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 s ale 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.Implementation 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 keep abreast and strengthen relationships with the current customers. Marketing Program Direct Marketing Telephone Marketing Potential customersIn direct marketing, telephone marketing should be used to directly communicate with these potential customers DKSH should come up with the calling schedule, which indicates the number of sales sta ck 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 nation to make the call to 10 manufacturers in one day. This heart DKSH will flip all 60 manufacturers within 6 days.In order to save customers time and the companys costs, the sales persons should not enfold too much about DKSHs history and its achievements via telephone. Instead, they should go true(a) to the nitty-gritty 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 o rder 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 assume that it will call to 10 customers in 1 day, so it will finish calling to all 105 customers within 11 days. It is recommended that DKSH should make this calling schedule all six months at the beginning of each month for the current customers in order to keep frequent contact with them to update their latest slip and their new demands.Email Marketing Potential customers As mentioned above, telephone marketing is used for the purpose of reaching 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 make them aware of DKSH products it should do this at the beginning 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 urgency 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 much update their new demands.Simultaneously, DKSH should also try to come up with new products every 6 months to help its current customers to sustain in the matched 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 appoint face-to-face 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 indomitable 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 custome rs that left(a) 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 accession Brand Awareness * Telephone * Email * Personal Selling * poesy 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 Baker y 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 and 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%twenty-sixth%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