Analyzing Marketing Strategy Of Song Nhat Bird’s

Abstract

Many years ago, bird nest has been counted as the luxury food for king or patrician. Now, bird nest is improving to be the industry with producing bird nest from natural and nourishing by human. Bird Nest brings to much benefit for economy of states like Malaysia, Indonesia, and Vietnam too. This industry makes the profit to billions a year and walk abreast to be well matched with other important industries like producing raw rice, producing coffee bean. In Vietnam, the demand of using products, which produce from bird nest, is increasing day by day. The diversity of product from bird nest same as water bird nest, raw bird nest or processed bird nest makes customer hard to choose a suitable product for themselves. However, raw bird nest or processed bird nest always leads the market, and customers like to choose these products for eating or making gifts. That’s why many bird nest brands were born to serve Vietnamese customers, makes the marketplace be effervescent but cramped. Because of the fierce competition from many bird nest competitors, the bird nest company has to have the good marketing strategy, analyses exactly what the market lack and makes them self to be special. This research will focus on analyzing about the marketing strategy with marketing mix, SWOT of Song Nhat Bird Nest Company, research directly their customers, and get some recommendation for the firm.