FOREIGN TRADE UNIVERSITY

SCHOOL OF ECONOMICS AND INTERNATIONAL BUSINESS

********************

TOPIC: MARKET ENTRY RESEARCH FOR MINH LONG I'S

HEALTHYCOOK COOKWARE
Module: Global Marketing Management
Class Code: MKT201F(GĐ1-HK2-2023)
Instructor: Dr. Trần Thu Trang
Group: 5
Members: Đinh Quang Anh 2113530003
Võ Tấn Dũng 2113530005
Ngô Văn Định 2114530003
Vũ Thành Đạt 2112530016
Đặng Hoài Nam 2114530005
Vũ Thảo Nhi 2114530006
Văn Thị Vân 2114530011

Ha Noi, March 10, 2023

 TABLE OF CONTENTS
INTRODUCTION ........................................................................................................... 3

I. Overview about Minh Long I Company and export-oriented products ............... 5

1. Overview about Minh Long I company .................................................................. 5

2. The Minh Long I’s brands ....................................................................................... 7

3. General information about export-oriented products of Minh Long I company7

3.1. General information about the exporting product.................................... 8

3.2. Export potential for the HealthyCook product line ................................ 12

II. Target market selection ............................................................................................ 14

1. Overall assessment of international markets and potential market region for

Minh Long I’s HealthyCook products ......................................................................... 14

2. European Union markets screening ...................................................................... 16

2.1. Population Index ........................................................................................ 16

2.2. GDP per capita index ................................................................................. 17

3. Evaluation of selected markets and target market selection .............................. 18

3.1. Potential demand for Vietnam’s porcelain products .............................. 18

3.2. Ease of Doing Business Index .................................................................... 19

3.3. Import Tariff Rate ..................................................................................... 20

3.4. Political Stability Index .............................................................................. 22

4. Evaluation matrix & Total scores for selected nations ....................................... 22

III. Analysis of the German export-oriented market for HealthyCook product line
......................................................................................................................... 24

1. Analysis of German business environment .......................................................... 24

1.1. Overview of the German market .............................................................. 24

1.2. Germany’s investment environment for ceramic, porcelain industry . 24

2. Analysis of international marketing strategies in the German market ............. 27

2.1. Market entry strategy proposal ................................................................ 27

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 2.2. Market segmentation ................................................................................. 28

3. Marketing mix strategy (4Ps) ................................................................................ 30

3.1. Product strategy ......................................................................................... 30

3.2. Price strategy .............................................................................................. 30

3.3. Place strategy .............................................................................................. 31

3.4. Promotion strategy ..................................................................................... 31

CONCLUSION .............................................................................................................. 33

REFERENCES .............................................................................................................. 34

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 INTRODUCTION
The ceramic and porcelain industry is a longstanding tradition in many cultures around
the world, and Vietnam is no exception. With the development of technology, design,
production capacity, supply chain, distribution, and labor force, Minh Long Company I has
made significant contributions to the ceramic industry. Minh Long I is a leading company in
Vietnam's ceramic and porcelain industry, renowned for its exceptional craftsmanship and
fusion of traditional Vietnamese culture with modern design. The company has gained a
loyal following both domestically and internationally for its high-quality products that are
not only aesthetically pleasing but also practical for everyday use. With “quintessence from
Earth, delicacy from man”, Minh Long Ceramics’ long-standing mission is to promote their
homeland’s traditional craft and put Vietnamese ceramics on the international map. Minh
Long I continuously pushes the boundaries of the ceramic and porcelain industry, setting the
standard for excellence in craftsmanship and design.
Minh Long I company has recently introduced HealthyCook porcelain products that
offer unique features and exceptional quality. This premium porcelain cookware is designed
to withstand the rigors of daily cooking while providing superior performance. One of the
key features that sets Healthycook apart is its ability to withstand 800°C thermal heat, which
is a level of heat that no other country can currently achieve. This characteristic makes
Healthycook a reliable choice for anyone looking to cook healthy and delicious meals with
ease.
Recognizing the potential of exporting Minh Long I's products, especially with the
newly introduced line of product HealthyCook, our group has undertaken a market research
titled "Market entry research for Minh Long’s I HealthyCook cookware". This research
aims to provide an overview of the potential export markets, with a focus on the nations in
the European Union. By doing so, our group hopes to identify the most promising markets
and develop an international marketing strategy for Minh Long I company to penetrate.
Our research was conducted using qualitative research methods along with secondary
sources of reference data and materials from reputable organizations, newspapers, and
websites. Our market research for the topic consists of three main parts:
I. Overview about Minh Long I Company and export-oriented products
II. Target market selection
III. Analysis of the German export-oriented market for HealthyCook
product line

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 Despite our efforts to ensure the precision and authenticity of our research, we
acknowledge that there may be some limitations to our study. We welcome feedback from
teachers and friends to help improve the quality and accuracy of our research.

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I. Overview about Minh Long I Company and export-oriented products
1. Overview about Minh Long I company
Minh Long I company is one of the leading ceramic and porcelain manufacturers in
Vietnam, established in 1970 in Thu Dau Mot city, Binh Duong province - the cradle of
traditional ceramics and porcelain industry. Founded by Ly Ngoc Minh of the fourth
generation of a skilled family, Minh Long has become a widely-recognised and prestigious
brand with premium ceramic and porcelain products that stand out for their durability,
luxurious glaze, and sophisticated designs. Not only do Minh Long ceramics and porcelains
used as decorative statement pieces in households, restaurants, and hotels, they are also
frequently given as souvenirs to guests of honor in many of Vietnam’s major diplomatic
events. With “quintessence from Earth, delicacy from man”, Minh Long Ceramics’ long-
standing mission is to promote their homeland’s traditional craft and put Vietnamese
ceramics on the international map. (HVNCLC, 2022)
Starting with the production of handicraft ceramics for export and after 1995, high-
end household ceramics, Minh Long is one of the few brands that has made breakthroughs
and established top reputation in the ceramics industry. With numerous state-of-the-art
technologies, modern machinery, and equipment imported exclusively from the world’s
leading suppliers in Germany and Japan allow for one-time burning of ceramics at 1,380
degrees Celsius, and nearly 3,000 employees, a team of experienced technical professionals
and talented artisans, Minh Long always maintains the highest quality standards for all
products. Besides Minh Long, no other ceramic brand in the world possesses such advanced
heating technology that produces a virtually perfect enamel layer – highly glossy, sturdy,
dust-free, and free of toxic substances. (HVNCLC, 2022)
The company has gone through over 50 years of establishment and development and
achieved significant achievements in the ceramic industry. Minh Long Ceramic has been
honored with many awards both domestically and internationally. In 2022, Minh Long is
proud to be an eight-time consecutive winner of the Vietnam National Brand, the “Vietnam
high-quality goods” award 22 times and achieves 20 gold medals and WIPO awards of
Intellectual Property (United Nations), thereby asserting the position of a leading enterprise
in the field of ceramic production. Not only leading the domestic market, Minh Long's
products are also used to introduce to friends around the world about Vietnam with reputable
and innovative ceramic products, but still bearing the cultural identity of the nation.
(HVNCLC, 2022).

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 Minh Long I has an area of about 30 hectares and owns ceramic and porcelain
production plants in different areas of Vietnam, including Binh Duong Province, Ho Chi
Minh City, Nghe An, and Hanoi. Minh Long I has become a business with an investment
capital of over 50 million USD, providing employment for more than 2,400 workers (in
2009, the total number of employees in the company was around 1,800), and the company's
investment growth rate has also reached over 5 million USD per year. The product line of
Minh Long I ceramics brand includes over 15,000 varieties, with over 3,000 different models
for export. Currently, the company can produce up to 250,000 products per day. Minh
Long's products are diverse in design, style, and patterns, from the ceramics for household
use, the product lines specifically for restaurants and hotels (Ly's Horeca), health care
products (Healthycook), souvenir gifts, decorative art, jewelry, etc. All are produced on
European standard production lines, through a rigorous verification process and ensuring
high standards of quality. High-temperature firing technology, ceramic color drawing
technology, nano technology application... not only bring the products a true, natural beauty
but also create a new step in the field of ceramics production in Vietnam and the world. Minh
Long's products converge the beauty of the famous traditional ceramics of Binh Duong
province, while ensuring the 4 "no": No time limit, No borders, No gender, No age; and the
4 "has": Has culture, Has art, Has style, and Has a soul. With a clear consciousness of
national pride, those who work in this field always devote their efforts to delicately depicting
the cultural beauty, the images of the homeland with a strong traditional character of
Vietnam and the cultures of other countries around the world, helping the products maintain
their distinctive features but with a modern style that reaches international standards (Minh
Long n.d).
Up to now, Minh Long I company has established an extensive distribution network
that encompasses a system of showrooms, agents, and distributors spanning provinces and
cities nationwide. This network has facilitated the broad availability of Minh Long's
products, which have gained considerable recognition and popularity domestically. Besides,
Minh Long's products have successfully reached major markets in Asia, Europe, and North
America and have been present in more than 10 countries including Germany, France, the
Netherlands, the United States, Japan, etc. The company's products have garnered favorable
reception in these markets, where they are recognized for their quality, innovation, and
cultural authenticity (Minh Long n.d).
Minh Long's vision is to establish itself as the number one brand of domestic ceramic
products and develop into a top 10 international brand by 2030 with breakthrough and unique
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products. The company's mission is to always bring customer satisfaction by providing high-
quality and safe products from a constantly improved and developed work environment with
a team of dedicated employees (Minh Long n.d).
Imbued with national pride and centuries-long traditional craftsmanship, Minh Long’s
ceramics and porcelains have always been a work of art that Vietnamese people hold dear to
their hearts. The harmonious blend of Vietnamese cultural values and Western-inspired
modernity is what really captures the love of both domestic and global consumers (Minh
Long n.d)
2. The Minh Long I’s brands
Sorted by the brand name, the company has three brands under the Minh Long name:
“Minh Long I”, “Ly’s Horeca” and “HealthyCook”.
• Minh Long I is honored nationwide with typical renowned ceramic and
porcelain products that have been selected as national gifts to be presented by
Vietnam’s government to heads of state at solemn occasions, bringing pride to
Vietnamese in domestic products and pushing Vietnam ceramic industry to the level
of national brand in the international market (Minh Long n.d).
• Minh Long I Company has decided to use porcelain products with novel,
alternative, unconventional designs and luxury ivory color to produce the range of
products branded Ly’s Horeca to cater hotel and restaurant where the products are
very frequently used. The appeal from pure and quintessentially elegant ivory,
combined with harmonious and light design on each product of Ly’s Horeca will
bring a perfect party for each and everyone. Ly’s Horeca is considered as "Super
Hard" ceramic products, the number one in Vietnam.
• HealthyCook is a new line of products highlighted by a set of moss-green
porcelain cookware capable of preserving the nutritional value of food through
frying, steaming or boiling. With materials selected from natural rare earth, benign,
do not contain common toxic substances such as lead, cadmium... reducing the risk
of accumulation of carcinogenic toxins. In particular, the HealthyCook healthy
ceramic pot cooks food at low temperatures with infrared rays, helping food to cook
quickly, evenly, and deeply, without breaking the food structure, keeping the
nutrients and flavor (Minh Long n.d).
3. General information about export-oriented products of Minh Long I company

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 3.1. General information about the exporting product
“HealthyCook’s premium porcelain cookware is a gift of Earth's quintessence and
ultimate craftsmanship. Crafted with a formula that combines refined soil, stone, and kaolin,
rhinestones, quartz and natural rare minerals, HealthyCook's healthy ceramic pot does not
produce toxic substances during cooking, keeping the nutrients and taste intact.” (Minh
Long n.d).
Having finally shaped unconsummated in the nation's culinary fire in the span of four
thousand years, earthen cookware now becomes an essential part of every healthy and tasty
meal in Vietnam. This cultural gastronomical notion has been well attended by Minh Long
I company through their 14-year long tireless and dedicated research to introduce the
HealthyCook premium porcelain cookware with special features to support waterless
cooking methods and quickly boil vegetables without water retain your veggies natural
colors and refreshing tastes without losing nutrients. Thanks to being crafted with a formula
combining soil ingredients, selected stones, kaolin, feldspar, quartz, and rare natural
minerals, the HealthyCook porcelain pot does not generate harmful substances during
cooking, preserving the nutrients and flavors in the food. HealthyCook pot meets the "5 best"
standards:
• Fastest: Thanks to infrared rays emitted from the whole body of the pot,
food cooks quickly, evenly and deeply. Making a delicious dish takes only 25-30
minutes at 230°C in the oven.
• Tastiest: Food is cooked with infrared rays, so the structure of the food is
less changed, retaining the inherent nutrients without being lost during the cooking
process.
• Easiest: Combo of four small pots brings convenience when a four-course
meal (rice, soup, stock, stir-fry) can be cooked at the same time in the oven.
• Safest: Made of benign porcelain material, does not contain harmful
substances such as lead, cadmium... HealthyCook healthy porcelain pot does not
create catalysts with food during cooking.
• Most effective: The nourishing ceramic pot helps to retain 70-80% of
nutrients and vitamins, helping the body to receive twice the nutritional content and
improve resistance. (Minh Long n.d)

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 Premium features of Healthy Porcelain Pots:
• Boil food without water and without pressure by taking advantage of the
amount of water already in the food. Therefore, the food after cooking retains its
color, flavor and nutrients.
• Frying food at a low temperature below 135oC, which is safer for health,
while still ensuring the ripeness and crispness of the food.
• Thanks for the pure, benign porcelain, the ceramic pot creates less foam
when stewing bones, cooking soup, and keeping the water clearer.
• Porcelain pots meet the needs of slow cooking as well as fast cooking of
consumers.
• Products are warranted for one year (including magnetic cooker).
With above mentioned standards and features, the Healthycook product line prioritizes
the well-being of the consumer and Minh Long I company believes that healthy cooking
should be accessible to everyone. The company has introduced a wide variety of Heathycook
product models to the market, with prices ranging from affordable options for the general
public to more expensive choices for affluent households. (Minh Long n.d).
Table 1: Healthycook product line (sorted by price)

Product name Price (VND) Product name Price (VND)

Vesta Healthy Pot (High 266,200 Luna Healthy pot 278,300

Round Pot) 0.4 L + lid (Shallow pot) 0.35 L +
lid

Luna Healthy pot (Shallow 314,600 Vesta Healthy Pot 321,200

pot) 0.55 L + lid (High Round Pot) 0.85
L + lid

Vesta Healthy Pot (High 423,500 Luna Healthy pot 447,700

Round Pot) 1.2 L + lid (Shallow pot) 1.0 L +
lid

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 Vesta Healthy Pot (High 599,500 Luna Healthy pot 641,300
Round Pot) 2.0 L + lid (Shallow pot) 2.0 L +
lid

Healthy baking pan 20.5 798,600 Luna Healthy pot 847,000

cm + lid with hole (Shallow pot) 1.0 L +
lid (Induction cooker
compatible)

871,200 Vesta Healthy Pot 955,900

Healthy pan with handle 24 (High Round Pot) 3.0 L
cm + lid

Healthy Kettle 3.3L+ lid 968,000 Vesta Healthy Pot 1,113,200

(High Round Pot) 2.0 L
+ lid (Induction cooker
compatible)

4 Healthy pots combo 1,133,000 Luna Healthy pot 1,173,700

(0.35/0.55/0.4/0.85) (Shallow pot) 3.0 L +
lid

Luna Healthy pot (Shallow 1,121,000 1,306,800

Healthy baking pan 28
pot) 2.0 L + lid (Induction
cm + lid with hole
cooker compatible)

Healthy pan with handle 24 1,452,000 Vesta Healthy Pot 1,512,500

cm (Induction cooker (High Round Pot) 3.0 L
compatible) + lid (Induction cooker
compatible)

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 Vesta Healthy Pot (High 1,573,000 6 healthy pots combo 1,705,000
Round Pot) 5.5 L + lid (0.35/0.4/2 0.55/ 2
0.85)

Healthy Kettle 3.3L+ lid 1,754,500 1,790.800

Healthy frying pan 35
(Induction cooker
cm + lid
compatible)

Luna Healthy pot (Shallow 1,790,800 1,960,200

Healthy baking pan 34
pot) 3.0 L + lid (Induction
cm + lid with hole
cooker compatible)

Vesta Healthy Pot (High 2,420,000 2,541,000

Luna Healthy pot
Round Pot) 5.5 L + lid
(Shallow pot) 5.0 L +
(Induction cooker
lid
compatible)

Vesta Healthy Pot (High 3,267,000 Hathor Healthy Pot 5,082,000

Round Pot) 8.0 L + lid (Gourd-shaped Pot) 8.5
L + lid

Hathor Healthy Pot 5,082,000 Hathor Healthy Pot 6,402,000

(Gourd-shaped pot) 8.5 L + (Gourd-shaped pot) 8.5
lid with hole L + lid with hole
(Induction cooker
compatible)

Hathor Healthy Pot 6,420,000 7,260,000

(Gourd-shaped Pot) 8.5 L Luna healthy pan (Fry
+ lid (Induction cooker pan) 8.0 L + lid
compatible)

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 Vesta Healthy Pot (High 9,680,000 Luna healthy pan (Fry 14,520,000
Round Pot) 12 L + lid pan) 12.0 L + lid

Vesta Healthy Pot (High 16,335,000 Luna Healthy Pan set 20,570,000
Round Pot) 20 L + lid (Fry Pan) 12L + stove

Vesta Healthy Pot set 22,385,000 Vesta Healthy Pot 32,186,000

(High Round Pot) 12 L + (High Round Pot) 38 L
stove + lid

Vesta Healthy Pot set 38,236,000 Vesta Healthy Pot 48,279,000

(High Round Pot) 38L + (High Round Pot) 60L
stove + lid

Vesta Healthy Pot set 54,329,000 Vesta Healthy Pot 72,600,000

(High Round Pot) 60L + (High Round Pot) 105L
stove + lid

Vesta Healthy Pot set 79,860,000

(High Round Pot) 105L +
stove

Source: Minh Long I Company

3.2. Export potential for the HealthyCook product line
The HealthyCook ceramic pot line is considered a source of pride not only for Minh
Long I but also for the entire Vietnamese ceramics industry, as it is currently unparalleled in
the world market. This innovative product line has been a breakthrough by achieving a heat
shock resistance of up to 800oC, which is significantly higher than the current global standard
of 650oC. This innovative product line, which was just launched in 2018, has already stirred
the market up and it has been widely recognized for its unique features, including its ability
to preserve the natural flavor and nutrients of food, as well as its durability and easy-to-clean

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surface. With these outstanding features, opportunities are open for Minh Long I to compete
in the global market with this line of product. (VnExpress, 2018)
In the past, Minh Long has established long-standing trade relationships with many
countries such as Japan, France, Germany, the Netherlands, UK, Turkey in exporting various
ceramic products. Thanks to these relationships, the HealthyCook ceramic cookware line
can be utilized to expand the company's export market, attract new partners, and grow its
business. HealthyCook is produced using advanced technology and has high durability,
meeting the needs of these demanding markets. Therefore, it can help Minh Long increase
its trade partners and enhance its market share globally (VnExpress, 2018).
Recently, Ambiente 2020 International Household and Consumer Goods Fair took
place from February 7-11, 2020 at Messe Frankfurt Exhibition Center, Frankfurt (Germany)
with the participation of many businesses from 90 countries and Minh Long I Co., Ltd
continued to be one of the large enterprises representing Vietnam to attend, contributing to
promoting the brand of Vietnamese ceramics to international friends in general and
European countries in particular. At the fair, Healthycook cooking pots and pans was first
introduced and received a lot of positive feedback (Minh Long n.d). This means that there is
a great potential to export the HealthyCook product line to the international market.
Moreover, the emphasis on wellness has intensified in recent years, particularly during
the COVID-19 outbreak, with people paying more attention to their health. Along with the
trend of increasing healthy eating and exercising regularly, the consumer's preferences for
buying home appliances have also changed towards better health care. It seems that all
products, regardless of need, are linked together by a new buying motive: The feeling of
being healthy when used. Grasping the situation, Minh Long company aims to help
homemakers prepare safer meals, allowing consumers to be more health conscious. As a
result, the new Healthycook product line is released to satisfy all the necessary criteria for
ensuring consumer health in the realm of cooking. (Minh Long n.d)
Due to the aforementioned reasons, Healthycook is considered a potential product for
Minh Long company to exploit for export.

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II. Target market selection
1. Overall assessment of international markets and potential market region for Minh
Long I’s HealthyCook products
Established in 1970, Minh Long I Co., Ltd. is a renowned manufacturer of high-quality
ceramic and porcelain products in Vietnam. With a legacy of over 50 years, the company
has established itself as a leading innovator in the domestic porcelain industry, earning the
title of “The King of Viet Ceramics''. Minh Long I's mission has always been to promote
national culture through the production of artisanal ceramics that meet both domestic and
global demand (Minh Long Ceramics: The inspirational journey of a national brand going
global, 2021). With continuous efforts and creativity, Minh Long I has gradually affirmed
its position in the international market, contributing to promoting Vietnamese branded
products to global consumers (Nguyễn, 2023).
The company's technological breakthroughs, such as the underglaze coloring
technique and high firing temperature (1,380o Celsius) in compliance with European
standards, have made it a dominant player in the international market. Minh Long I has
successfully penetrated demanding markets such as Japan, France, Germany, Switzerland,
and the United States. The majority of the company's revenue comes from exporting to
foreign markets, accounting for 70%-80% (Best Việt Nam, 2018). According to data from
e-commerce platform Alibaba, the main markets of Minh Long porcelain products are
Western Europe (80%), North America (10%), Southeast Asia (10%).

Minh Long's latest product, HealthyCook, is a health-enhancing porcelain pot that

embodies the essence of Vietnamese ceramics. It was launched in 2018, fifteen years after
its conception, and represents a “revolution in earthenware” in Vietnam and around the
world (Mai, 2022). The company introduced HealthyCook to the international market at
Ambiente Frankfurt (Germany), the world's leading trade fair in the field of consumer goods,
household appliances, handicrafts, interior and exterior decoration, and stationery. Seizing
this opportunity, the Minh Long I corporation has unveiled its HealthyCook products to
international friends, with a particular emphasis on European counterparts, who have been
the company's principal commercial associates for several years. With the ability to
withstand a thermal shock of 800 degrees Celsius, HealthyCook is the only porcelain pot in
the world that can surpass the standard 650 degrees Celsius. With these outstanding features,
Minh Long I hopes to have more opportunities to export to the European market.

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 Moreover, Europe is a potential market for Minh Long's HealthyCook due to its rich
culture and long-standing tradition of using ceramic products for daily life. Europeans are
known for their interest in culture and cuisine, emphasizing the importance of clean
ingredients and kitchen utensils and equipment that meet safety standards. The European
market is also highly concerned about environmental protection and the use of eco-friendly
products, creating an opportunity for Minh Long to further develop in the coming years (Mai,
2022).

Minh Long has been exporting its products to various European countries and the
company expects to make significant progress in the German, Italian, and Northern
European markets with HealthyCook, targeting not only individual customers but also
European restaurants and hotels. Minh Long has the experience and technology to produce
products that meet Europe's strict requirements and remains the only company producing
high-quality health-enhancing porcelain pots in the market. This gives the company a
competitive advantage and ample room to grow in the European market (Mai, 2022).

However, when the UK and EU reached a Withdrawal Agreement, which came into
force on 31 January 2020, it has created significant impacts on domestic politics in the UK,
leading to the resignation of two Prime Ministers and has potentially weakened the UK's
position in international relations, as it has removed the UK from a powerful bloc of
countries and made it more dependent on its own negotiating power. In addition, the ongoing
conflict between Russia and Ukraine since February 2022, and the severe earthquakes that
occurred in Turkey in February 2023 have made it difficult for businesses, especially
foreign-based companies, to operate effectively and efficiently in these markets. Therefore,
our group has refrained from choosing these four countries as target markets for our market
entry proposal.

Furthermore, on June 30th, 2019, Vietnam signed the European Union-Vietnam Free
Trade Agreement with the European Union, which has created favorable conditions for
exporting many goods to the EU bloc since Vietnam's exports to the EU are reduced or
exempt from tariffs, along with many other benefits for businesses and consumers on both
sides. Minh Long I company wants to take advantage of these conditions to export their
products, especially the newly introduced product line, the HealthyCook porcelain pots.
Therefore, the potential market will narrow down to the EU bloc.

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2. European Union markets screening
The European Union market presents a significant opportunity for Minh Long I’s
newly introduced product line, the HealthyCook porcelain pots. Factors such as the size of
the market, high purchasing power, cultural affinity, favorable trade agreements, and quality
requirements make it an attractive market to expand the company’s export business.
Reports suggest that the European consumers are being more conscious about their
food consumption and health wellness (Data Bridge Market Research, 2022). This can prove
to be beneficial for the company, as it aligns well with the HealthyCook product line.
Since these products are relatively inexpensive and aimed at the general public, our
group has decided to utilize the population index along with GDP per capita index in order
to shortlist four most suitable countries for the market penetration of the products.
2.1. Population Index
Figure 1: Top countries by population, European Union, 2021

Source: World Bank

The figure demonstrates the top countries in the European Union region in terms of
population in 2022. This data somewhat reflects the market size of said nations, as well as

16
the potential for imported consumer goods, since the population index focuses on the
potential number of customers for a business.
To reach a market with a considerable consumer base, our group suggests that it is
advantageous for Minh Long I Ltd to prioritize markets with larger populations.
2.2. GDP per capita index
GDP per capita is a measure of the economic output of a country divided by its
population, and it can provide insight into the standard of living and purchasing power of
consumers in the target market. GDP per capita data plays an important role in the market
screening process as it can help companies to understand the potential size and growth of the
market. It can also provide insight into the economic stability of the target market, as a higher
GDP per capita may suggest a more stable and prosperous economy (Investopedia, 2023).
The bar chart below shows the GDP per capita of the top 10 countries with the highest
population in the European Union.
Figure 2: GDP per capita (current US$) by countries

Source: WorldBank
According to the data, the Netherlands, Belgium, Germany, France, Italy, and Spain,
which are among the top 10 countries with the largest population in the European Union,
have the highest GDP per capita. The figures also reveal a notable difference in economic

17
 development throughout the area, with the aforementioned countries being the most
prosperous and the others being the less prosperous in terms of GDP per capita.
Based on our above analysis, our group has determined that France, Germany, Spain,
and Italy are the most promising markets for Minh Long I company to penetrate. These
markets offer a significant potential for Minh Long I’s newly introduced product line
Healthycook due to their large populations, resulting in a greater market size. Moreover,
they exhibit higher GDP per capita and stable economic conditions, all of which are crucial
factors for the success of business operations. By capitalizing on their favorable economic
conditions and large consumer base, Minh Long company can establish a strong foothold in
these markets and position itself for long-term success.
3. Evaluation of selected markets and target market selection
The report utilizes a weighted criteria matrix in order to determine the optimal target
market for product entry. This method ranks criteria with adjusted weights for each criterion.
The weight value reflects the relative importance of a criterion. The total weight value is
100%. The scoring from 0 to 4, (with 0 = unacceptable, 1= poor, 2 = average conditions, 3
= above average conditions, 4 = superior conditions) is then carried out based on the weight
for each market related to each criterion, and the score for each market is calculated. The
market with the highest score will be chosen as the target market.
3.1. Potential demand for Vietnam’s porcelain products
As the HealthyCook product line was newly introduced at the Ambiente Messe
Frankfurt trade fair in Germany (Nguyễn, 2023), our group took a glance at the recent value
of imported porcelain products from selected countries as an indicator for a potential future
target market.
The pie chart below illustrates the import value of Vietnam’s porcelain tableware and
kitchenware, of porcelain or china.

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 Figure 3: Value of porcelain tableware, kitchenware and other products imported
from Vietnam, 2021, in USD thousand (HS Code 6911)

Source: trademap.org

As shown above, it is clear that Germany is leading in terms of value imported for
Vietnam’s export porcelain products, with over USD 320,000 in 2021, followed by Italy
with USD 205,000. France’s import value halves Germany at USD 146,000, while Spain
only imported an unremarkable amount of USD 24000 in that same year.
The scores for the potential market demand of the selected markets are as follows:

Germany France Italy Spain

4 2 3 0

3.2. Ease of Doing Business Index

The Ease of Doing Business Index (EDBI) is a ranking system developed by the World
Bank that measures the ease of starting and running a business in a particular country. The
index takes into account various factors, such as the time and cost of starting a business,
obtaining permits, registering property, getting credit, paying taxes, trading across borders,
and enforcing contracts.

19
 If a country has a high EDBI ranking, it may be more attractive to businesses because
it indicates that the country has a business-friendly environment, with minimal red tape and
bureaucracy, making it easier and cheaper to start and run a business.
A high EDBI ranking also indicates that a country has a well-developed financial
system, making it easier for companies to access credit and finance their export activities.
In 2020, the Ease of Doing Business Index for our shortlisted markets were as follows:

Nation Germany France Italy Spain

Ranking 22 32 58 30

Source: Ease of Doing Business Report 2020, World Bank

Based on these rankings, Germany has the highest ease of doing business among the
four nations (22nd), followed by Spain (30th), France (32nd), and Italy (58th).
Germany's strong ranking can be attributed to its efficient business registration
process, streamlined construction permitting system, and relatively low tax rates (Scaler8,
2022). Spain also performs well in terms of starting a business and obtaining construction
permits. France, on the other hand, faces challenges with business regulation and red tape,
which contributes to its lower ranking (TMF Group). Italy struggles with a range of issues,
including lengthy and complex procedures for starting a business and getting construction
permits (TMF Group).
The scores for the Ease of Doing Business Index of the selected markets are as follows:

Germany France Italy Spain

3 2 1 2

3.3. Import Tariff Rate

When entering a foreign market, Minh Long I Ltd. will have to carefully examine the
import tariff rates of said nation, along with any favorable trade conditions. If high import
tariffs are imposed on a particular product, it can make it much more expensive for a business
to export that product to that market. In some cases, the increased cost of exporting the
product may make it unprofitable for the business to export to that market at all.
According to data from Minh Long I’s page on e-commerce platform Alibaba, most
of the products in the HealthyCook product lines are made of Porcelain Enameled, which is

20
in the HS Code 691110 (HS 691110 - Tableware, kitchenware, other household articles and
toilet articles, of porcelain or china: Tableware and kitchenware).
Specifically, according to data compiled from Market Access Map, the current tariff
rates applied to these products in selected countries are as follows:

Germany France Italy Spain

Applied Tariff 6.00% 6.00% 6.00% 6.00%

Source: Market Access Map

It can be noted that all nations have the same preferential tariff rate (6.00%) for this
type of product imported from Vietnam, thanks to the recently signed Free Trade Agreement
between Vietnam and the European Union.
The scores for the Import Tariff Rate criteria for the selected markets are as follows:

Germany France Italy Spain

3 3 3 3

21
 3.4. Political Stability Index
Figure 4: Political stability index, 2021

Source: theglobaleconomy.com
According to the chart, Germany holds the position of the most politically stable
country out of the 4 countries selected, with a point of 0.78. Italy and Spain tied at the score
of 0.58, while France, as the least stable country, only scored 0.37. This is understandable
due to recent breakouts of protests in France in particular (Bisserbe et al., 2022) and Europe
in general, however presents certain hindrances for business to operate in the country.
The scores for the Political Stability Index of the selected markets are as follows:

Germany France Italy Spain

3 1 2 2

4. Evaluation matrix & Total scores for selected nations

Through the analysis and evaluation of criteria, it is crucial for Minh Long I Co, Ltd
to decide which market to export their HealthyCook products to. Our group used a weight
evaluation table to make this decision and assigned weights to each criterion based on their
perceived importance.

22
 The most important criterion is the potential demand for the product, with a weight of
35%, followed by the Ease of Doing Business index with 25%. The Import Tariff Rate and
Political Stability each account for 20% of the total weighted score.
Table 2.1: Evaluation matrix for selected markets

Market
Criterion/ Index Weight
Germany France Italy Spain

Potential demand 35% 4 2 3 0

Ease of Doing 25% 3 2 1 2

Business

Import Tariff Rate 20% 3 3 3 3

Political Stability 20% 3 1 2 2

Total 100% 3.35 2 2.3 1.5

Based on the summary table above, we can conclude that Germany is the market with
the highest score. Therefore, our paper suggests that the most potential market for exporting
the HealthyCook products of Minh Long I Co., Ltd. is Germany.

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III. Analysis of the German export-oriented market for HealthyCook product line
1. Analysis of German business environment
1.1. Overview of the German market
Germany is a nation situated in Central Europe, sharing borders with Austria, Belgium,
Czech Republic, Denmark, Netherlands, Luxembourg, France, Switzerland, and Poland. As
of 2022, Germany's population stands at 83.9 million people, making it the second most
populous nation in Europe or the most populous within the European Union (United Nations
Population Fund). Germany has the largest economy in Europe and ranks fourth in the
world. According to data from the World Bank, Germany's total GDP reached 3,806 billion
USD in 2020, trailing only the United States (20,937 billion USD), China (14,723 billion
USD), and Japan (5,065 billion USD) (VCCI). GDP is a key indicator of a country's
economic strength and purchasing power, and thus it is not surprising that Germany is one
of the largest consumer markets in the world. Germany has consistently held its position as
the third-largest importer and exporter of goods globally, following only the United States
and China. Data from the ITC Trade Map reveals that Germany's total trade volume of
imported and exported goods amounted to 2,550 billion USD in 2020, representing 67% of
the country's overall GDP. Of this amount, Germany exported commodities worth 1,378
billion USD and imported goods valued at 1,172 billion USD (VCCI, 2022). Moreover,
Germany has a rich cultural heritage and thriving economy, making it a significant center of
arts and culture in Europe. The nation's society is highly diverse, encompassing various
ethnicities and religions. The German people are reputed to be traditional and uphold moral
values. Germany is a prosperous nation and among the highest standard of living worldwide,
offering excellent healthcare, education, and social welfare systems.
1.2. Germany’s investment environment for ceramic and porcelain industry
1.2.1. Internal market factors
• Germany is one of the largest ceramic consuming markets in Europe.
Germany has a large and diverse domestic market with many individual consumers and
businesses using ceramics, including restaurants, hotels and the food industry. Domestic
ceramic enterprises offer products with high-quality and exquisite designs that help
attract the attention of the domestic and global market. In addition, Germany has also
imported ceramics from other countries in the world. Major exporters such as Spain,
Turkey, China, and Italy are among the main importing partners of Germany.

24
 • The growth rate of the ceramic market in Germany has grown steadily during
the past few years. According to a report by Statista, the turnover of the ceramics
industry in Germany will reach about 269 million USD in 2020, an increase of 4.4%
compared to the previous year (Statista). In the future, the ceramic industry in Germany
is expected to continue its steady growth based on product diversification and high
product quality.
• The ceramic market in Germany holds great potential for development thanks
to the country's advanced industrial and economic infrastructure, resulting in high
demand for ceramics in various industries. Furthermore, with the increasing trends
towards health consciousness, culinary culture, environmental friendliness, and energy
efficiency, new ceramic products can be developed to meet the market's demands.
1.2.2. Economic factors
• Germany is one of the largest economies in the world with a high income.
According to World Bank data, Germany's per capita income in 2021 was about $51,000
(World bank). With such an income level, Germany is classified as a high-income
economy, as a result, imported products for Germany’s market will have strict
requirements on product quality.
• As a country with a developed and open market economic system, Germany
allows domestic and international enterprises to participate in business and commercial
activities. Therefore, the German market is a potential market for Vietnamese ceramic
exporters and the opportunity to export ceramics to Germany can be enhanced in the
context of free trade agreements signed between Vietnam and the European Union (EU),
of which Germany is an important member.
• According to The Heritage Foundation, being one of the countries with a
developed economy and a potential environment, Germany offers a professional
business environment for international businesses, with a well-established legal system
and strict regulations on business ethics. The Economic Freedom index of Germany is
ranked 14th reaching 73.7/100 in 2023 (The Heritage Foundation). This score indicates
that Germany has an average degree of economic freedom.
1.2.3. Competitive advantage
• Domestic enterprises: They may be familiar names to German citizens. They
have the advantage of having easy access to local supply of materials, which results in
a price difference compared to products from international enterprises. In addition,
domestic enterprises also have the ability to directly access customers and better
25
understand their needs, which results in the production of suitable products in terms of
quality, design, and so on. However, the high cost of labor in this market contributes to
a significant increase in product prices.
• Existed foreign enterprises: These enterprises have the advantage of a
globally recognized brand and a clear understanding of the market through years of
operation. Quality and design are highly valued by these enterprises when operating in
a competitive market abroad. However, their products tend to be high-end, and
accessing local supply of materials in Germany can be difficult or expensive due to
export costs, contributing to a higher product price.
• Germany applies different tariff rates for imported ceramics from different
countries. If the products are imported from countries that do not have a free trade
agreement with Germany, high tariffs will be imposed. However, if there is a free trade
agreement, the tariff rates will be reduced or exempted. Vietnam is one of the countries
that have an FTA agreement with the EU, so Vietnamese goods have advantages over
competitors in the region when enjoying preferential tariffs as well as other benefits
from EVFTA.
• HealthyCook is a completely new product in the global market. Minh Long
can leverage its first-mover advantage to gain market share and establish a strong
position in the German market, building relationships and inspiring customer loyalty.
1.2.4. Political and legal factors
• Political factors play an important role for businesses exporting to the
German market. Germany is a democratic country with a multi-party system, however,
its political stability has helped businesses investing and exporting to Germany without
much difficulty.
• Germany is a major player in the European Union and has specific trade
policies. In Germany, imported ceramic products must comply with customs regulations
on imports and quality standards for product safety, especially in the fields of food and
health. Compliance with customs paperwork and procedures is a strict requirement
when entering the German market. Exporting businesses to Germany need to understand
these policies and regulations in order to understand the limitations and opportunities in
the German export market.
1.2.5. Cultural factors
• The cultural significance of ceramics in Germany has been instrumental in
advancing the growth of the ceramics industry. The cultural values of precision, quality,
26
 and attention to detail have been absorbed into German society, shaping the way that
ceramics products are utilized. The act of using ceramics is viewed as a symbol of
sophistication and meticulousness in German culture, with ceramics products being
utilized in a wide range of contexts, such as culinary arts, interior design, and domestic
objects. Ceramics have become an integral component of daily life in Germany,
conveying a message of dedication and attentiveness towards all aspects of life.
Furthermore, the use of ceramics not only carries practical implications but also serves
as an indicator of the aesthetic preferences and social class of its users.
2. Analysis of international marketing strategies in the German market
2.1. Market entry strategy proposal
When deciding on the entry mode for a new market, Minh Long I company must
consider the characteristics of its product to choose a suitable distribution channel. With
the feature of being fragile, Minh Long's products must be transported carefully, which
will result in higher transportation costs and longer time compared to other products.
Therefore, the question for Minh Long is to choose an entry mode that meets good and
fast transportation conditions, satisfying the requirement of intact products when
reaching consumers' hands, avoiding the situation of damaged products due to multiple
loading and unloading of goods, leading to loss of quantity and revenue.
Recently, Minh Long I Co., Ltd officially opened its first porcelain showroom in
Myanmar, named Minh Long Myanmar, marking the expansion of its market in the Asia-
Pacific region and the world as a whole. This is the first time a reputable Vietnamese
pottery brand has had an official store in a Southeast Asian country. This development
showcases the reputation, resources, efficient management, and export capabilities of the
company.
Combining the success in Myanmar and leveraging past experience of successfully
exporting various ceramics products to several markets in Europe, USA, and Asia
through direct export, Minh Long should continue to choose the direct export method
when selecting Germany as the destination for its HealthyCook products due to its
advantages. With this export strategy, Minh Long can leverage the existing foreign
customer base while proactively seeking new customers for its brand. In addition, the
company can control the transportation process of goods to ensure the quality of the
goods and increase profits by reducing intermediate costs.

27
2.2. Market segmentation
2.2.1. Target customer segments
Customers or consumers always have different demands and needs, and businesses
usually cannot meet the demands of all their customers. Therefore, businesses need to
choose their customer segments to take care of them best through their marketing
campaigns. Understanding customer segments aims to make marketing strategies more
effective and show how to better serve customers' needs. Based on the characteristics
and purposes of using ceramic products in the German market, customer segments will
be divided into four main groups: individual customers, business customers, gift
customers, and e-commerce customers.
• Individual customers group: This group is composed of individuals who
use ceramic products for home decoration or family-serving purposes. This customer
group is particularly interested in the design, color, material, and utility of the
product, seeking unique and aesthetically valuable items that are safe and friendly.
Among these, Minh Long's Healthy Cook product is a viable option for this segment,
as it guarantees safety in cooking while not fully meeting aesthetic requirements due
to its minimalist design. The cost of reaching each customer in this group is
considered high as it requires the enterprise to have a strong advertising campaign.
• Business customers group: This group comprises enterprises in the hotel,
restaurant, café, and bar industries, among others, where ceramic products are
required. This group is usually more concerned with the product's design,
practicality, durability, hygiene standards, food safety, etc., as they often purchase in
bulk. The demands of this group are stricter than those of the individual customers
group, requiring the enterprise to have a strong brand promotion, large distribution
channels, a competent advisory team, and the ability to meet customer requirements.
If carried out effectively, this group can provide high profits for the enterprise.
• Gift customers group: This group usually purchases ceramic products as
gifts for family, friends, or business partners. This group is often focused on the
product's design, price, and the significance of the gift. For this group, the Healthy
Cook product can easily meet the needs that they desire as its minimal design is
suitable for a young, modern lifestyle and simplifies kitchen work. This is a unique
customer segment, and advertising and marketing strategies must be tailored to
appeal professionally and attractively to this group.

28
 • E-commerce customers group: This group generally purchases ceramic
products online. They are individuals who love ceramic products and are seeking
unique and reasonably priced items. However, they are also very concerned about
product quality, reviews from other customers, and fast delivery times. Clear
information such as size, material, how to use, specific product images or detailed
reviews from other customers, etc., should be provided to meet their expectations.
2.2.2. Selection and analysis of target customer
In the German ceramic cookware market, the individual customer segment is
considered one of the potential segments with many superior advantages.
• Segment characteristics: This is a group of customers who are interested
in their own and their family's health. They often have a daily cooking demand and
frequently use ceramic pots in cooking. They are aged from 25 to 55, with average
to high income and are either single or have a family. With this age range, younger
customers tend to prefer products with minimal, sophisticated design that fit modern
life. They are particularly concerned about quality and safety when using products,
and have strict requirements.
• Segment size: According to the statistics of Statistisches Bundesamt, the
German population in the age range of 25-55 is expected to reach 33 million in 2023,
accounting for nearly 40% of the total population. The majority of Germans highly
prefer ceramic cookware, which is a popular choice among customers who prioritize
quality and health safety. This segment is considered to be quite large and has a large
number of customers.
• Competitive ability in the segment: In the individual consumer segment
of the ceramic cookware market in Germany, competition is very high due to the
presence of many strong competitors. Famous brands such as Le Creuset, Staub,
Villeroy & Boch, WMF, and Rosenthal all have a significant influence on the market.
However, these brands focus on the high-end market and their products are often
quite expensive, which is not suitable for this potential segment. This creates
opportunities for other businesses to focus on this segment and take advantage of the
market opportunities. If a business can provide good quality products at an
appropriate price, they can capture the customer's preferences and compete well in
the market.
• Cost of customer acquisition and advertising: To reach this customer
segment, businesses need a relatively high cost of access. This is because it is a group
29
 of customers that is difficult to accumulate information and access through traditional
media channels such as TV and magazines. In addition, many customers in this
segment do not shop regularly, so the cost of access and creating demand for products
is quite high. However, digital media channels and social networks are an effective
way to reach this customer group. Advertising and marketing through these channels
will help quickly and effectively reach the target customer group. In addition, the use
of online platforms also helps to reduce access costs compared to traditional media
channels. Therefore, companies can invest in online advertising and marketing
strategies to reduce costs and make access easier.
3. Marketing mix strategy (4Ps)
3.1. Product strategy
When exporting to Germany, the life cycle of the HealthyCook pot is in phase 1.
HealthyCook is developed with the mission of preserving the full flavor and nutrients
of the dish. HealthyCook helps lower the risk of toxins accumulation that can lead to cancer
and serious cardiovascular diseases because it is constructed of benign porcelain material
and doesn't contain any toxic chemicals. This type of pot has modern features including
flavor and nutrient preservation, ease of use, and time and energy savings.
HealthyCook is made by Minh Long and comes in two different styles: a shallow pot
(Vesta) and a high round pot (Luna). Both of these styles come in a variety of colors and
sizes, including moss green, red, and gray. Also, HealthyCook is made with two different
types of bottoms: standard bottom and magnetic bottom, making it highly convenient to cook
on gas stoves, induction cookers, infrared cookers, microwave ovens, etc. The fact that Minh
Long ceramics have been recognized as Vietnamese high quality products for many years is
the evidence of Minh Long's product quality. The logo and name of Minh Long I are
imprinted on every single product (Minh Long I, Nồi Sứ dưỡng sinh - eshop 2022)
Minh Long's pots have a basic design, suitable for people with a minimalist lifestyle.
Therefore, in order to fully meet the market requirements, Minh Long can add unique and
eye-catching designs to the product or add customizing services for the desired consumer.
3.2. Price strategy
In comparison to the average German salary, the cost of a HealthyCook pot is rather
affordable, making it a competitive option among other cookwares. With the price and
special use of the pot along with the Minh Long brand that appeared earlier in the German
market, customer demand for this product may increase. However, at this price, the company

30
may miss out on some potential customers who assume that the price goes hand in hand with
the quality of the product. Therefore, in the long run, the company can adjust HealthyCook
pots’ price to suit the market price and increase its revenue. At the same time, improving
product quality and design to be suitable with market trends and to meet the customer’s
needs are very essential.
3.3. Place strategy
The company chooses a direct export distribution channel, which means that it will
open stores in Germany, distribute directly to consumers, or to supermarkets. This is a
sustainable sales channel with a high level of safety.
Build up a distribution network: For the purpose of opening stores in Germany, the
company should set up its locations near places with a high density of families with high
demand for products in general and kitchenware in particular that best serve their health.
In addition, the company can promote and sell its HealthyCook products on e-
commerce platforms such as Amazon, Alibaba or Otto, Zalando, etc. to reach wide ranges
of consumers. This also allows the company to better manage their revenue and customers'
feedback.
In the long term, once the product gains attraction in the market, the product needs to
meet all the standards and regulations in order to be available in more supermarkets. The
company must develop logical marketing plans, have well-developed and adequate
resources, and strengthen the distribution system in order to do this. Also, it might expand
new locations to increase its market share.
3.4. Promotion strategy
3.4.1. Promotion
• In Germany, customers are concerned about the quality and safety of
product. Hence, Minh Long may introduce and advertise HealthyCook products
through online marketing channels including Google AdWords, Facebook Ads, and
product review websites. The company can also employ shopping centers and
electronics shops to get its products into customers.
• Due to its high nutrient retention compared to other cooking pots,
HealthyCook can be advertised as beneficial for health. The company can advertise
on health and food-related websites by placing banner ads and sponsored articles
where potential customers can find information about the product. It is important to
focus on popular websites with high traffic to achieve maximum effectiveness.

31
 3.4.2. Customer relationship
• The company should participate in trade fairs and exhibitions related to
food, health, and lifestyle held in Germany to promote its brand and find potential
customers. This is a common marketing method that is highly effective and brings in
a significant number of potential customers for the brand.
• The company can look for reputable KOLs to create trust among consumers.
3.4.3. Offers
• Initially, when introducing the HealthyCook cookware to the German
market, the product may not be well-known. Therefore, the company should consider
organizing cooking demonstrations for consumers to sample food prepared using the
cookware. To gain maximum exposure, it is recommended that these events be held
in high-traffic locations. Additionally, Minh Long can get feedback from customers
to evaluate their satisfaction level. From this feedback, the company can improve the
product to better align with the preferences of German consumers.

32
 CONCLUSION
Exporting ceramics is a highly potential field, especially when the world markets are
developing strongly. Among them, Minh Long I Company has made positive contributions
and achieved significant achievements. With the dedication, creativity, and tireless efforts
of the staff, Minh Long I has constantly expanded the market and improved product quality.
Minh Long's products have been highly appreciated by consumers at home and abroad for
their aesthetic value, durability, safety, and usability.
Minh Long's strength lies in investing in research and development of new products,
along with seeking and developing new markets. This has helped the company develop
rapidly and achieve impressive growth throughout its operation. However, to sustainably
develop and reach new markets, the company needs to continue investing in research and
development, while improving production capacity and quality management. This will help
Minh Long I Company continues to stand firm and develop in the future, while making
positive contributions to the ceramic industry in Vietnam.
Finally, we hope that this research will help you understand more about the
development trends and opportunities of the ceramic export industry, while appreciating the
efforts and contributions of Minh Long I Company in this field.

33
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value_desc=true (Accessed: March 9, 2023).
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March 9, 2023).

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tho/chau-au/duc-germany-1579 (Accessed: March 5, 2023).
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Với Các Nhà Xuất Khẩu Việt Nam? Available at: https://trungtamwto.vn/thi-truong-
duc/19416-thi-truong-duc-co-nhung-dac-diem-gi-dang-luu-y-doi-voi-cac-nha-xuat-khau-
viet-nam- (Accessed: March 10, 2023).

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