TRANG BÙI 1.

Challenges to penetrate and supply mana

- Local and regional competition: Coolmate may face stiff competition from established local
and regional players within the Philippine market, who may have better understanding of local
customer preferences, and may have established supply chain networks.
- Logistics and infrastructure: Coolmate may face logistical challenges, such as navigating
the complex infrastructure and transportation networks within the country, as well as potential
regulatory barriers, which could limit or slow down its supply chain and distribution capabilities.
- Suppliers and partners: Coolmate may struggle to find reliable and trustworthy suppliers and
business partners, who can help them access the right raw materials or components, and
manage quality control and delivery timelines.
- Pricing: Coolmate may need to adjust its pricing to suit local market conditions and competing
products in the region, which could impact their profit margins and reduce their overall
competitiveness.
- Regulatory compliance and legal challenges: Coolmate may face various regulatory
compliance and legal challenges that are specific to the Philippine market or industry, such as
obtaining the necessary permits or licenses, fulfilling local tax requirements, and navigating the
complex legal landscape.
- Cultural differences: There may be cultural nuances and differences that Coolmate will need
to navigate to establish its branding and pricing strategies, and ensure its products resonate
with local customers.

LINH 2. Q là u try to be convincing but in case it's not coolmate's choice what's the back
up plan in terms of country/segment

Maybe
- Increase market share in Vietnam: goal up to 0,5% market share in 3-5 next years
- Become the top-of-mind when coming menswear brand in Vietnam with main USP
: convenience, quality, high standard customer service with reasonable price

Plan 1:
- Segment: Expanding customer behavior and usage habits
+ Offer a wide variety of products for man: Coolmate can expand its product line by
introducing new clothing items that cater to different segments of the menswear
market. For example, it can offer formal wear for businessmen, casual wear for
students and working people, and sportswear for fitness enthusiasts.

- Product
+ Personalization and customization: The brand can offer personalized clothing
items, where customers can choose from a range of styles and fabrics to create a
unique piece of clothing. Coolmate can also offer customization services, where
customers can add their initials or text to their clothes.
- Customer service:
+ Enhance its e-commerce platform: To improve the customer experience,
Coolmate may want to invest in an e-commerce platform with features such as
 easy navigation, varied payment options, order tracking, and personalized
recommendations.
- MKT:
+ Partner with influencers: Influencers can effectively promote new products and
increase brand awareness among their followers. Coolmate can partner with
Vietnamese fashion influencers who appeal to the brand's target audience and
have a significant following.
● Green life: Sustainable clothing is becoming increasingly popular among
consumers. Coolmate can appeal to its customers by offering eco-friendly
options such as recycled fabrics and sustainable production processes.

Plan 2: Target to woman

- Develop a new product line: Coolmate can create a new product line focused on
women's clothing items, specifically designed for their male partners. This line can
feature coordinated outfits or matching styles for couples, making it easier for women to
choose clothes for their partners.
- Leverage social media: To reach women who are looking to buy clothes for their male
partners, Coolmate can leverage social media to showcase its products and reach a
wider audience. It can collaborate with influencers who cater to young couples and
establish positive brand associations with this audience.
- Run targeted marketing campaigns: Coolmate can run targeted marketing campaigns to
increase brand awareness and attract female customers who are interested in buying
clothes for their partners. Coolmate can organize in-store events with free styling and
outfit matching sessions to create a memorable shopping experience for couples.

LINH 3. what are your most valuable findings

(AI trl nhé)
One of the most valuable things I found when researching about Coolmate is their Unique
Selling Proposition (USP) of having a 60-day return policy. This return policy offers customers
the opportunity to try out the product for two months before deciding whether to keep it or not.
This is an advantage for customers who may be hesitant to purchase products that they have
not used before, as it gives them peace of mind and confidence in their purchase decision.
Furthermore, this return policy can also help improve customer loyalty and satisfaction, as it
indicates that Coolmate values its customers and is willing to go the extra mile to ensure their
satisfaction. This advantage could help Coolmate stand out from competitors and encourage
more customers to choose them over other brands. From this, we have found an insight for the
marketing campaign:
- I want to lead my life, control even shopping, however I'm busy and have no time and
lack of knowledge. I'm afraid that when I shop online, I won't be able to control the time,
quality and return process. I want to comfortably use the fast-convenient-good online
shopping service at a reasonable price
- Big Idea: “COOLEAD - Shape your style, lead your life ”
- KEY WORD : LEAD - brand role : Lead, brand dẫn đầu về mảng chăm sóc khách hàng
 - Key Message: Coolmate wants to provide a fast, convenient and quality shopping
experience so that customers can take the initiative in the process of buying and
returning goods. Since then, Coolmate wants to affirm that they can help customers be
more proactive in life by optimizing time for their shopping.
KIM 4. what are ur proposal to adapt to the foreign market when u have to operate in a different
way
If Coolmate is planning to adapt to the foreign market, operating in a different way, here are
some possible proposals and recommendations:
- Conduct market research: Coolmate should conduct extensive market research in
the Philippines to understand the local market demand, customer behavior, and
competitor landscape. With a clear understanding of the local market, Coolmate can
develop appropriate strategies for supply chain management, marketing, and pricing to
suit local needs and requirements.
+ Local market demand:
● The fashion in the Philippines is affected a lot by the western culture.
● Streetwear: Streetwear fashion has become increasingly popular,
particularly among the young generations. Streetwear includes casual
and comfortable items such as oversized T-shirts, hoodies, caps or cargo
pants -> Coolmate does not focus on streetwear, which could be
developed to suit the market demand .
● Local fabric and heritage style: The Philippines has a rich history and
culture when it comes to textiles, and there has been an increasing
appreciation for local fabrics such as piña, abaca, and silk. Many Filipinos
also enjoy wearing traditional clothing such as barong and terno,
especially during holidays, events or traditional meetings.
● Minimalism: Many Filipinos are affected by the western style. This trend
emphasizes utility and simplicity, with clothing that is often basic and
subdued, with neutral colors and clean lines. Normally, polo and trousers
are mostly chosen in many situations such as going to work, going to
school, attending meetings or daily activity -> This is relevant to the style
as well as the quality of Coolmate.
● Athleisure: Athleisure is a prominent trend in the Philippines that blends
athletic gear with casual wear. Yoga pants, leggings, running shoes, and
crop tops are common items in this style.
● Currently, there is no specific brand in The Philippines that sells
unique type of athleisure, people usually purchase these products from
sport stores like Nike or Adidas but the price is much higher than the
average. Coolmate is able to satisfy this need as their emphasis on
design and quality is compatible with an active lifestyle at a reasonable
price.
+ Customer behavior
● Purchasing habits: convenience and accessibility, up-to-date, buying
gifts or treating their loved ones
 ● Browsing habits: rely on social media to research and compare products
before making a purchase, ask the opinion of friends and family before
purchase.
● Intent: seeking items easy to wear everyday, one for all
● Occasion: casual wear
● Engagement: through social media, website
● Benefits: confort, quality, price, style, environmental friendly
● Life cycle: follow by trends
+ Competitor landscape
● In comparison to Coolmate, these local competitors have established
brand presence and a large customer base. However, Coolmate's pricing
and customer service model can help them differentiate their products
from these competitors, which could be an advantage in the Philippine
market.
● D2C and customer service as well as suitable and cheap price
- Cultivate local partnerships: Partnering with local companies, suppliers, or distributors
that are knowledgeable about the Philippine market can help Coolmate navigate the
complexities of operating in a foreign market. These partnerships can also help
Coolmate gain insights into the market and develop effective supply chain management
strategies.
+ Partnerships:
- Localization of product and marketing: Coolmate can localize its products by adapting
features, design, and pricing to meet the needs and preferences of the local market.
Similarly, localized marketing campaigns and sales strategies can help generate market
recognition and establish brand awareness in the Philippines.
+ Consider the Philippine weather: Consider using lightweight fabrics and
incorporating ventilation features such as mesh panels or air vents into your
products.
+ Incorporate Philippine culture - Filipino men enjoy incorporating their cultural
identity into their clothing. Consider incorporating local elements, such as
traditional prints and patterns, into your designs.
+ Include a variety of sizes - Philippine men come in different shapes and sizes,
and it is important to offer a range of sizes to fit all body types.
+ Collaborate with local influencers - Working with local influencers can help your
brand capture the attention of the target audience. They can advocate for your
brand and showcase how your products suit the lifestyles and preferences of
Filipino men.
- Adhering to regulatory requirements: Coolmate should ensure compliance with
regulatory requirements, such as licensing, permits, tax obligations, and local
regulations. This compliance can help Coolmate avoid legal issues and establish a
positive reputation in the Philippine market.
+ Regulatory requirement of philippines
- Invest in logistics: Investing in a strong logistics and supply chain management
infrastructure can help Coolmate overcome distribution and transportation challenges
 specific to the Philippine market. This investment can help Coolmate provide timely
delivery of products to its customers in the Philippines.
+ The Philippines faces several logistics challenges due to its archipelagic
geography and inadequate infrastructure. Some of the common problems
include traffic congestion, lack of efficient transportation systems, costly
shipping fees, customs clearance delays, and inadequate warehousing and
storage facilities
+ Solution:
● Investment in infrastructure - The government should prioritize investing
in infrastructure such as roads, railways, and ports to improve
transportation and logistics efficiency
● Promotion of intermodal transport - The adoption of intermodal transport
like roll-on/roll-off (RORO) systems can help reduce shipping costs and
transit times.
● Streamlining customs procedures - Simplifying customs procedures and
implementing electronic systems for documentation can help reduce
clearance times and minimize delays and costs.
● Enhancement of warehousing and storage facilities - Although logistics
infrastructure has been improving in the country, there is still a need for
investment in modern warehousing and storage facilities to improve the
supply chain.
● Collaboration and cooperation - Companies should work collaboratively
with logistics service providers to address and solve logistics issues
together, and to streamline the logistics supply chain.
KIM 5. What are the most challenging factors/ elements in terms of competition
Dùng SWOT nhé\
- Competition: Coolmate faces intense competition from established e-commerce
platforms and local fashion brands in the new markets
- => Difficult to gain market share.
- Fast Fashion Trend: Filipinos may change their preference
- Logistical Challenges: Coolmate may face logistical challenges in the new markets,
including customs, supplier, manufacturing, shipping, distribution and returning that
could impact its operational efficiency.
+ Established Competitors: The Philippines is home to many established local and
international brands that have a strong presence in the market. These brands have
already captured the trust and loyalty of Filipino consumers, making it difficult for new
entrants like Coolmate to gain market share.
+ Price Sensitivity: Majority of Filipinos are price-sensitive shoppers, making it challenging
for Coolmate, who may need to charge a premium price point to cover imported
materials and manufacturing costs.
+ Limited Distribution Channels: Coolmate products may only be available in select stores
or online, thereby, making it less accessible compared to other competing brands.
 + Fluctuating Economy: The Philippine economy is known to be relatively volatile with
inflation rates fluctuating rapidly which can deter consumers from purchasing
non-essential items.
+ Counterfeit Products: The Philippines is also known for selling counterfeit products from
many brands. This risk puts Coolmate at risk of gaining a negative impression on the
market with its consumers, and also deter them to purchase the product.
+ To overcome these challenges, Coolmate should prioritize efforts in building brand
recognition, understanding their target market demographic(s), consider offering
promotions or discounts to customers in need, use efficient marketing strategies,
improve the production and distribution channels, and prioritize efforts in brand
protection to preserve customer trust.
TRANG BÙI 6. Risk management
6.1. Risk:
Entering a new market always involves some level of risk, and the Philippine market is no
exception. Some potential risks for Coolmate in entering the Philippine market could include:

Cultural Differences: The Philippines has its own unique culture and fashion preferences,
which may be different from what Coolmate offers in Vietnam. Coolmate will need to conduct
market research to understand local preferences and adapt its products and marketing
strategies accordingly:
- Climate: The climate in the Philippines is hot and humid throughout the year, while
Vietnam has a more varied climate. This affects the type of clothing that people prefer.
Filipinos usually wear lightweight fabrics such as cotton and linen, and clothing that is
loose-fitting and breathable, while Vietnamese people usually wear more formal attire
made from denser fabrics in colder weather.
- Colour Preferences: Filipinos tend to wear brighter and more vibrant colours, such as
orange, yellow, and pink
- T-Shirt Culture: In the Philippines, there is a strong T-shirt culture where graphic T-shirts
are popular among young people as a form of self-expression. -> Customization
=> Joint - venture:
- Provides Coolmate with a local partner who has an in-depth understanding of the Philippine
market and regulatory requirements.
- Access to existing distribution channels, production facilities, and local knowledge required to
establish a foothold in the Philippine market.
- Gain the benefits from the established reputation of the local partner and build its brand
recognition faster.

Competition: The Philippines has a highly competitive fashion market, with both local and
international brands vying for customers. Coolmate will need to differentiate itself from
competitors and offer unique value propositions to attract customers. => penetration price (trên
slide)
=> Penetration pricing: Initially introduce the products to the Philippines market with a lower
price point as much as possible, making them more affordable and accessible. Create brand
awareness, customer loyalty, and generate market share. Once the market share has been
captured, Coolmate can gradually increase prices.
=> Good marketing campaign

Regulations: The Philippines has its own set of regulations and laws regarding foreign
investment, import/export, and business operations. Coolmate will need to comply with these
regulations to avoid legal and financial risks. => tự tìm hiểu thôi

Logistics: Shipping products to the Philippines may pose logistical challenges, such as
transportation costs, customs clearance, and local distribution. Coolmate will need to carefully
plan its logistics strategy to minimize risks and ensure timely deliveries.=> choose direct export
and sale channels (trên slide), besides choose a warehouse that is suitable to transport goods
to customers in big cities
=> Direct export: Coolmate would have more control over their production, distribution, pricing,
and branding. It would also help maintain the quality of their products and the trust of the Filipino
consumers.
=> Sale channels includes E - commerce: Shopee, Lazada, Zalora Philippines and specially
develope Owned website in Philippines: * Greater Control over the Sales Process: exert greater
control over the entire customer journey, from browsing for products to finalizing purchases. *
Branding and Awareness: guarantees greater visibility for the brand, serve as a knowledge base
that educates consumers about the latest technological advancements and updates of
Coolmate's product line. * Data Collection and Analysis: provide valuable insights into user
behavior through the use of analytics

6.2. Solution (solution ở trên slide, cái slide ó mode of entry ấy)
Market Research: Conducting extensive market research will help Coolmate understand the
Philippine market and its customers' preferences. This will enable the brand to develop products
that resonate with local consumers and tailor its marketing strategies accordingly.

Differentiation: Coolmate will need to differentiate itself from competitors by offering unique
value propositions that appeal to the Philippine market. This could include customized products,
localized marketing campaigns, or partnerships with local influencers.

Compliance: Coolmate should ensure that it complies with all relevant regulations and laws in
the Philippines to avoid legal and financial risks. This may involve working with local partners or
legal experts who have experience in the Philippine market.

Logistics Planning: Coolmate should carefully plan its logistics strategy, including transportation,
customs clearance, and distribution, to minimize risks and ensure timely deliveries.

Risk Management: Coolmate should have a risk management plan in place to mitigate potential
risks, including economic and political instability. This may involve having contingency plans,
such as diversifying its supply chain or adjusting its pricing strategy.
6.3. Risk management plan
Identify Risks: The first step in risk management is to identify potential risks associated with
entering the Philippine market. This may include cultural differences, competition, regulations,
logistics, economic and political instability, and others.

Assess Risks: Once the risks have been identified, Coolmate should assess their potential
impact and likelihood of occurring. This will help prioritize the risks that require the most
attention and resources.

Develop Mitigation Strategies: For each identified risk, Coolmate should develop mitigation
strategies to reduce its impact or likelihood. This may involve adapting its products or marketing
strategies to better suit the Philippine market, partnering with local influencers, or establishing
relationships with local suppliers or logistics providers.

Monitor Risks: Coolmate should continuously monitor the risks and assess their effectiveness of
the mitigation strategies. If a risk occurs or a strategy proves ineffective, Coolmate should adjust
its approach accordingly.

Establish Contingency Plans: In the event of unexpected risks or events, Coolmate should have
contingency plans in place. This may involve diversifying its supply chain, adjusting its pricing
strategy, or shifting focus to other markets.

Review and Update Plan: Finally, Coolmate should regularly review and update its risk
management plan to reflect changes in the market, regulations, or other factors. This will ensure
that the brand is well-prepared to navigate the challenges and risks associated with entering the
Philippine market.