DEVELOPING GUERRILLA MARKETING STRATEGY MARKETING ESSAY

5469 WORDS

According to Vietnam General Tax Office, every year, there are roughly 50 thousands of companies entering Vietnamese market. Even in a hard year when the market has experienced continuous fluctuations like 2012, it is counted that only within the first 7 months of 2012, the number of Vietnamese newly established enterprises amounted to 46,818, in which the non-state-owned sector includes 42,349 new enterprises. On the other hand, almost half of that figure represents the number of enterprises declared bankruptcy or cessation. Statistics also showed that by the end of the 7th month of 2012, the number of enterprises that cease their operation are 20,741 (insert footnote: source – Tax Office). Which means quite obviously that, when the economy does not show positive signs and competitions remain harsh, immature enterprises may easily fail the market.

So the issue addressed is that, with limited resources both in terms of capital and personnel, how can a new business, with an unfamiliar product or service overcome such challenges and prevail in the market?

The Company chosen for study and analysis is Belgium Chocolate JSC (also referred to as Belcholat). Belcholat JSC. is a Vietnamese company, which was establish in 2000 and specialized in chocolate products. The taste of chocolate which comes from Belgium is probably better than any other country in the world thanks to its special combination of gifted geographical, soil, and weather conditions which cannot be found elsewhere and which provides best cocoa for making chocolate. Aiming at bringing real, tasteful, and high quality Belgium chocolate to Vietnamese people, Belcholat’s prod