Than Hong Diep – s0267512
MRKT20056: Strategic Marketing Plan
Lecturer: Steven Mennen
Project: Hong lam – A spirit of Vietnamese Cuisine
My project for Xua Nay Company is A spirit of Vietnamese cuisine to highlight the important
role of traditional snacks in Vietnamese food culture.
This company has their own brand name ‘Hong Lam’ located in Hanoi – the capital of
Vietnam, selling various types of traditional Vietnamese snacks/noshes/confectioneries with
high-quality. Then, high-income & health-concerned adults aged from 25 to 60 are their
main target public. This proposal aims to clarify whether this company selection is
appropriate and to gain permission to keep going. A8er this slide, three sections will be
presented, company background, framework of marketing plan and key benefit for the
enterprise in conclusion.
Was established in Cót Village in 2002, the brand appeared as a household producing hand-
made young rice cakes which is a local speciality of the city. From time to time, old Hanoians
