LOGO
Instructor: Ms. Le Quyen Thuy Trang
Group members:
Nguyen Phuong Uyen
Tran Pham Tan Hung
Nguyen Thi Ngoc Phuong
Nguyen Duy Anh
Quach Minh Thanh
Ngo Dinh Huy

Contents
KYMDAN Profile
Middle East Market Analysis
Operational Management
Leadership and Motivation
Marketing Plan

KYMDAN PROFILE
- Saigon- KYMDAN Rubber Joint Stock Company.
-Was established in 1954.
- Has been privatized in the form of a family
History company since 1999.
- Factory is located in industrial Northwest Cu
Chi.
- Number of employees: over 1000.
Business - KYMDAN has 2 affiliated factories , 1 overseas
companies, 04 domestic branches, 531 stores
Scope
- Has registered its trademark in 91 countries
and territories.
+ Purchase and sale, processing of latex
mattress, pillow, bed, furniture,..
Business
Activities + Export and distribute KYMDAN products in
Vietnam and abroad.

PRODUCTS
LATEX MATTRESS PILLOWS
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BED SALON

MISSION & VISION
MISSION
Bring to the customers the perfect solution for
sleeping by researching and updating for the new
quality products.
VISION
Continue to become the best leading company in
producing mattresses in Vietnam.
Expand the business operation internationally for
global competition.

MIDDLE EAST MARKET ANALYSIS
Target Market Political
ANALYSIS
Cultural
Economic
There are 4 factors to be analyzed when KYMDAN decides to
penetrate to Middle East Market.

MIDDLE EAST
 Middle East is very potential and huge market.
Including 15 countries
Total area of 7.59 million km2
Total population of nearly 285 million people
People have high quality of life and high
demand of consumption.
Biggest barriers in the process of penetrating
the Middle East market is the geographical
distance.

MIDDLE EAST MAP

TARGER MARKET
Three key markets KYMDAN focuses: are Turkey, Saudi Arabia
and United Arab Emirates (UAE)
AUE is the most attention in
Middle East Target
KYMDAN will decide to put the office on Abu Dhabi in UAE with the
numbers of employees is about 100.

ECONOMIC ENVIRONMENT
Middle East’s economy is stable and we have a lot of opportunities
to invest into.
UAE has high economic growth in recent years
(10%/ year).
 Middle East countries have high GDP ( UAE-
50.000 USD/ person).
 Foreign direct investment by offering 100%
foreign ownership and no tax.
 Relation between Vietnam and Middle East trade
in the past year is the restructuring of the export
market.

POLITICAL ENVIRONMENT
 Middle East nations have
absolute monarchy system.
 Bases on the basis of Islamic
law.
 Weak institution, legal
framework, and the recent
political are unstable.
Cause limitation for foreign
companies to penetrate and invest
into Middle East countries.
 Saudi Arabia have reformed
their judicial systems & Capital
market laws to international
standards.

CULTURAL ENVIRONMENT
 The lifestyle of the Islam is the
community lifestyle.
 Demand for the product is
quite similar to the Vietnamese
people.
 Business regularly revolves
around personal relationships,
family relationships, trust and
honor.
 The meeting can be messy.
 Islam has discrimination
between man and woman.

ORGANIZATIONAL STRUCTURE
The functional organizational structure in the headquarter in Vietnam is
divided into 4 departments.
The managers who manage business activities of KYMDAN have direct
connection to The Board of Director of the headquarter.

ORGANIZATIONAL STRUCTURE
Manager who is responsible for biz activities in Middle East countries directly
contact with the upper managers in Vietnam.
MIDDLE
EAST
MANAGER
SALE & DISTRIBUTION
STAFFING SYSTEM
MARKETING

STAFFING POLICY
 KYMDAN decides to recruit and
train workers in the host country,
but managers must be our
employees in Vietnam.
 The manager will be chosen by
headquarters.
 Encourage our employees for
their best working and their
honesty.
 Reflect our respect to staffs’
dedication for many years.

LEADERSHIP SKILLS
-Build a strategic vision for the
-Discover talent and allocation
company ,
work properly .
- Manage and plan for the
- Have special treatment
goals that the company needs
policy for the good people.
to achieve.
Management
Effective task
and planning
assignment skills
skills
Inspirational
skills Motivation
-Understand your employees - Encourage , motivate
- Listen and share with - The leader must also know how
subordinates and know how to to negotiate
inspire them.
Manager should build and widen skills as well as competencies
to manage effectively.

MOTIVATION POLICIES
The manager of our overseas
subsidiary should have
reasonable policies in motivation:
 Ensure employees with a
comfortable and pleasant work
environment.
 Encourage the employee 's
responsibility.
 Encourage and reward
appropriately.
 Motivation will be difference
among the employees base on
their position.

MARKETING PLAN
KYMDAN
 Direct manufacturers and direct
retailers
PRICE  Offering customers the best price for
the best quality products
PRODUCT  Furniture
 Latex mattress
 Pillow, bed, …
PLACE
 Outlets – showrooms
 Internet
PROMOTION
 Safety
 Comfort
 Health
 Durability

Packing & delivery strategy
 The delivery staff is
responsible for the
transportation and
locating the mattress on
customer bed.
 Utilizing the PE bag to
avoid the fraudulent Deluxe mattresses are packaged in
cases carried out by carton boxes marked with KYMDAN logo
illegal competitors.

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